Supplement to case W17424. It was 2017 and the KITKAT brand in Japan was at a critical juncture. The KITKAT marketing leaders sat down for a special meeting to review how Nestl Japan had been able to create meaning and value for their brand. However, as they began to discuss their options for future growth, they faced difficult decisions: Should they look to export the flavor variations that had become such big hits in Japan to overseas markets such as China, the European Union, or the United States? Travelers from these countries regularly bought a wide range of KITKAT flavor varieties during their trips to Japan to bring home. Or should they focus on expanding the e-commerce sales of premium KITKAT flavors? Philip Sugai is affiliated with Doshisha University.

【書誌情報】

ページ数：10ページ

サイズ：A4

商品番号：HBSP-W17427

発行日：2017/7/7

登録日：2019/9/30