This article is based on the experience Xavier Prabhu had when he led a Communication Workshop in Tokyo. Japanese companies despite having strong business ties with India are not as successful here as some Western and Korean brands are.
Some Korean consumer electronics companies edged out their Japanese counterparts by investing in India early and in a big way. Customising the product to the Indian market is vital to gain increased market share. Having a localised leadership team in foreign MNCs with sprinkling of expats sends positive signal to the industry and market here. Excellent product or technology are not enough, measured aggression by Japanese ventures in marketing is very essential. Being PR-shy will not help at all, instead more advantages lie in talking of the organisation’s product, plans and its commitment to the Indian market.
THIS ARTICLE ORIGINALLY APPEARED IN “The Hindu Business Line”.
Read the entire article at: thehindubusinessline.com