Research on Overseas Business Strategy of Japanese Restaurant Business: A Case Study of Ootoya in Taiwan

• Main Authors: Wang, Tsui-Han, 王璻涵
• Other Authors: Li, Shih-Hui
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/wnq9ew

碩士 === 國立政治大學 === 日本研究學位學程 === 107 === Since the 1960s, restaurant industries have been booming overseas, and Japanese chain restaurant business has begun to enter overseas in the 1970s. In recent years, due to the rapid development of emerging markets in Asia, the demand for the restaurant industry has expanded. Japanese restaurant business has seen a significant increase in their entering in the Asian market. In this context, this research aims to analyze the strategy formulation process of Japanese restaurant business entering overseas in an attempt to answer the environmental factors, strategy development process and key success factors of Japanese restaurant business overseas strategy. This research is based on the case study of Ootoya in Taiwan. Ootoya in Taiwan is the most comprehensive Japanese set meal food brand in Taiwan. In 2017, it ranked fifth in the number of Japanese restaurant business in the Taiwan market, and is also the only company that has changed its business model among the top five. This study takes 2012 when business model was transformed as a watershed of Ootoya in Taiwan. First, it analyzes the factors that selected the Taiwan market and transformed the business model in the global market strategy of Ootoya. It will be divided into direct operation period and authorization period during the Taiwan operation. Through in-depth interview and literature review, we will understand the background, content and achievements of the two-stage strategy development of Ootoya in Taiwan, and summarize the internal and external factors, in order to explore its business strategy and key success factors. This research found that Ootoya entering Taiwan market is mainly due to the fierce competition in Japan's domestic restaurant industry, the change in population structure and the support of the Japanese government, as well as the maturity of Taiwan's market economy, high acceptance of Japanese culture and other factors. The main focus of the business strategy is on the system, product, store development, human resources and advertising marketing. Through the case of Ootoya in Taiwan, we summed up its key success factors are mastering core competencies, investing in localized resources, and clear operational diversions, which successfully make Ootoya in Taiwan growing stably in the market.