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Case Title:

Kikkoman, The World’s Leading Soy-Sauce Maker: Globalisation and Localisation Strategies

Publication Year : 2006

Authors: Vineetha Ravipati, Sumit Kumar Chaudhuri

Industry: Food, Diary and Agriculture Products

Region:Japan

Case Code: GGL0033

Teaching Note: Not Available

Structured Assignment: Not Available

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Abstract:
Kikkoman, the world’s largest soy sauce manufacturer was started in Japan as a cottage industry in the 17th century. Forced by a decline in the Japanese consumption of soy sauce, the company expanded into other countries, developing new markets and coming out with new products by employing new technologies. By the late 20th century, Kikkoman had its operations across Europe, Asia and in the US. The guiding principle behind Kikkoman’s global growth has been its ability to cater to consumer tastes in each market it entered and educating them about the versatility of its products.

Pedagogical Objectives:

  • To highlight the strategies that enabled Kikkoman to grow from a cottage industry to a global enterprise
  • To analyse the localisation strategies of Kikkoman for its global products
  • To understand the importance of innovative marketing ideas, innovative products and menu proposals according to local tastes, for a global food retailer.

Contents:

  • Kikkoman: From Cottage Business to World's Leading Soy Sauce Manufacturer
  • Globalisation and Localisation Strategies of Kikkoman

Keywords : Customer Insights; Growth Strategies Case Study; Shoyu; Value added products; Production plants; Diversification; Product innovations; Brand awarness; Promotional strategy; Globalisation; Localisation; Expansion strategies of a global food retailer

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