A Market Development Strategy Based on Changing the Product Presentation and Appointing Ambassadors:

The Transformation of Workman

Abstract

To cope with the low growth rate of the workwear market in recent years, Workman Co., Ltd. started to apply their experience in this market to produce outdoor clothing. By providing high-performance and low-cost products, Workman has succeeded in opening a 400-billion-yen blank market for outdoor clothing. In this paper, we first discuss challenges that Workman faced in the process of achieving this success and the methods used to meet these challenges. We conclude that the success of Workman can be attributed to two key points: product presentation and appointment of ambassadors. At the end of the paper, we discuss some issues that Workman may face in the future.