Welcome
The Abstract
Thesis Introduction
The Aim
Background to the Research Topics
The Research Topics
The Targeted Audience
Disposition
Research Approach
The Thesis in Context
Export Guide Construction
Questionnaire Construction
Information Gathering
The Export Guide
Introduction to the Export Guide
Export Guide Overview
Export Readiness
Trade Condition
Foreign Market Analysis
Questionnaire
Research Results
Export Readiness
Trade Condition
Foreign Market Analysis
Discussion
Export Readiness
Trade Condition
Foreign Market Analysis
Conclusion
Export Readiness
Trade Condition
Foreign Market Analysis
The Next Step
Supplements
Introduction to Sunfoods and Konnyaku-Chips
Site Map
The Complete Interview Answers
Glossary
Sources
Export Readiness
Human Resources and Expectations within Sunfoods
It may be claimed that the study of Sunfoods' human resources and expectations shows that the company is not well prepared for exporting activities. One of the arguments in support of this view is the lack of personnel with cultural insight and language knowledge.(Shiraishi, Hajime 2003-04-11) However, it can be maintained that international marketing experience is the most crucial success factor when it comes to exporting. .(A step-by-step guide to exporting page 8-10, 2003-02-18) As Shiraishi explains, Sunfoods have export experience.(Shiraishi, Hajime 2003-04-11) Sunfoods' export experience may be considered to be relatively limited but nevertheless the existing export experience may be seen as the crucial factor that makes export readiness appear achievable for Sunfoods. In addition, it is the assertion of Sunfoods that the company prioritize exporting highly, in fact higher than domestic sales.(Shiraishi, Hajime 2003-04-11) It is thereby possible to claim that the company is committed to exports. Commitment to the export effort is a human resource factor which is seen as vital if the business is to succeed in international marketing.(A step-by-step guide to exporting page 10, 2003-02-18) Another emphasized aspect to study is whether the exporting venture is consistent with other company goals.( www.unzco.com/basicguide/c7.html 2003-02-21) It may be argued that Sunfoods have clear export objectives which includes finding more profitable markets and increasing sales for the company as a whole.(Shiraishi, Hajime 2003-04-11) It can therefore be maintained that exporting is consistent with other company goals. However it is questionable whether exporting to Sweden is consistent with other company goals as Shiraishi states that Sunfoods' recently began exporting to the US.(Shiraishi, Hajime 2003-04-11) However Sunfoods does claim to consider exporting to other western countries including European countries.(Shiraishi, Hajime 2003-04-11)�@
Sunfoods lack of personnel with cultural insight and language knowledge can be said to indicate that Sunfoods is not export ready. However, several other factors, in particular Sunfoods export experience can be said to point towards the opposite. It may thus be concluded that even though Sunfoods lacks in certain human resource aspects, these weaknesses may not enough for the export venture to be considered unachievable. The study of Sunfoods' human resources alone may thereby not be considered to give apparent reasons to abandon the export venture.
Financial and Physical Resources
Shiraishi claims that Sunfoods does not export directly in order to avoid higher risks than the company can handle.(Shiraishi, Hajime 2003-04-11) This may show that Sunfoods whishes to avoid risking the financial health of the company by exporting. It might be argued that this indicates that the company has a strained financial situation, but it may also be that the management has a risk avoidance stand and a sound awareness of the importance of financial health. Another aspect which may be considered valuable to study is whether the corporation can meet the increased demand that may come from exporting, without sacrificing any domestic business.(www.cbsc.org/alberta 2003-02-21) It is the claim of Sunfoods that the company has plenty of excess capacity and that Sunfoods could increase production by approximately five times if the demand existed.(Shiraishi, Hajime 2003-04-11) It is thereby possible to assume that Sunfoods would be able to meet increased demand coming from the Swedish market in case the company start exporting to Sweden.
The financial resources needed for the export venture may be said to depend on the chosen market entry mode and other aspects. Based on this study it may thereby not be possible to claim that Sunfoods' financial resources are insufficient for exporting and Sunfoods' financial situation may thus not be seen as a reason to abandon the export venture. Likewise, the available physical resources appear to be more than sufficient and can thereby no be considered as reasons to discard the export venture.
Competitiveness
It has been claimed that one success factor for export ventures is the competitiveness of the product.(A step-by-step guide to exporting 2003-02-18, page 7) It may thereby be advisable consider whether the product is competitive or, even better, unique on the target market.(A step-by-step guide to exporting 2003-02-18, page 7) It is the contention of Sunfoods that Konnyaku-Chips is a unique product with several competitive advantages.(Shiraishi, Hajime 2003-04-11) Sunfoods asserts that Konnyaku-Chips has healthiness as its main advantage and that the product contains a low amount of calories, no cholesterol, no lipid and plenty of dietary fibers.(Shiraishi, Hajime 2003-04-11) Moreover, Konnyaku-Chips is said to taste nice and sweet.(Shiraishi, Hajime 2003-04-11) One of the arguments supporting the conviction that Konnyaku-Chips is a competitive product is the claim by Sunfoods that Konnyaku-Chips' market share is stable and that the product is selling well in Japan even though Sunfoods claim not to promote Konnyaku-Chips actively.(Shiraishi, Hajime 2003-04-11)
Sunfoods explain that it is straightforward to adapt Konnyaku-Chips to different market's tastes by producing the product in different flavors.(Shiraishi, Hajime 2003-04-11) However, Sunfoods may hesitate to have packaging with new market adapted text produced, unless they feel assured that they will be able to sell over 54,000 packages of Konnyaku-Chips on that market as the bundles with packages are that large.(Shiraishi, Hajime 2003-04-11) The text on the packaging can however be adapted with the use of seals that cover the original Japanese text.(Shiraishi, Hajime 2003-04-11) As it appears relatively unproblematic to adapt the product and the packaging as a whole to specific market-tastes this may enable Sunfoods to further increase Konnyaku-Chips' competitiveness on the Swedish market.
Konnyaku-Chips can be claimed to come forward as a unique and competitive product. It addition the product is said to be relatively easy to adapt to different market tastes which may increase the chips competitiveness in a foreign market. The competitiveness of Konnyaku-Chips may thus not be considered as reasons to reject the export venture.