COMPARATIVI STUDY ON FOOD MARKETING SYSTEM IN JAPAN AND AUSTRALIA

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(1) There have been important developments in the Japanese food distribution system over the past two to three years. Foreign pressure, combined with economic and social change in Japan, has forced the Japanese government to alter some govemment regulations, including the Large Scale Retail Store Law. These regulatory changes, combined with other changes in the Japanese economy and society, have led to and increase in the number of supermarkets in Japan. It has also led to an expansion in the number of convenience stores and mini supermarkets. This paper will discuss these developments and outline possible implications for foreign firms interested in selling into the Japanese food market.(2) This study aims to clarify two issues. First, whether or not the 'clean food' campaign, in its present form, world be an effective strategy for improving Arstralia's competitive position in food markets in Japan. Second, the study explores some other ways (apart from promotion) through which the same objectives might be achieved. information for the study was gathered through personal interviews with industry paticipants in Japan and searches of the Nikkei Telecom database. The study comcludes that the promotional campaign, in its present form, would have limited success in Japan.