Marketing Strategy by Traditional Craftsmen:

Shitsurindo, a Lacquerware Company in Echizen, Japan

Abstract

Along with ceramic and glass tableware, lacquerware is a kind of Japanese traditional tableware. However, the demand for lacquerware leans to business customers such as traditional Japanese inns and restaurants, and there is a less demand in consumer markets, except for fine art collectors. The Kawada district of Sabae City, Fukui, is a leading area of lacquerware production. Shitsurindo, a small enterprise founded about 200 years ago in this area, has made lacquerware only for business customers. However, the firm recently started producing casual lacquerware for consumers under several new brands and supplying these products through new sales channels, thereby succeeding in creating a new market. This paper concludes that the key success factors are (1) business partnerships with excellent design companies, (2) development of direct marketing channels, and (3) entrepreneurship of the company president.