Strategy for Japanese Company in India

THE SHARING ECONOMY

Table of Contents
Materialism......................................................................................................................................3
Planned Behaviour Theory..............................................................................................................3
Planned Behaviour in the context of consumer goods.....................................................................5
Company’s key markets of Japan and the USA and at least one emerging market, such as India..6
 Japan....................................................................................................................................6
 USA.....................................................................................................................................8
Develop an outline concept of operations for the new business unit. Which market would you
launch in first, and why?..................................................................................................................9
 Indian market.......................................................................................................................9
 Strategies for Japanese company in India..........................................................................10
 Market entry...........................................................................................................10
 Central decision-making........................................................................................10
 Adapting to the Indian market...............................................................................10
Reference ................................................................................................... 10
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Materialism
Materialism is a term typically used to
describe the rise of material items in
contemporary consumerism. Materialism is
defined as "the significance a consumer puts on
material things". Richins and Dawson define
materialism as a personal worldview and
attitude that puts a high importance on material
goods above other aspects of life . Richins and
Dawson associate material items with success,
centrality, and pleasure. The quality and
quantity of one's goods are regarded success
indicators. According to the centrality dimension, acquiring personal goods and pursuing them
are the most important personal goals. Hobbies like buying and hoarding take up a lot of their
time and energy. A person's main goal in life is to amass material wealth, not only for its
intrinsic value, but also to portray a positive self-perception to the world. Materialists tend to
consider their goods and accomplishments as a method of attaining pleasure or self-satisfaction.
Whenever a country's economy grows, a new cultural norm emerges: spending for pleasure. It's
called the "5Cs of Happiness" because Singaporeans desire a car, a condo, a credit card, a club
membership, and cash. (MCDOUGALL, 2017).
Planned Behaviour Theory
This theory attempts to explain why people act and behave in the ways they do at the
times and places they do. Every action that a person may influence should be explained,
according to this viewpoint. Behavioral intent is impacted by an individual's belief in the
probability that the action will generate the desired result, as well as their subjective assessment
of the risks and advantages of that outcome. In addition, the TPB is beneficial in predicting and
explaining diverse health behaviors and intentions. According to the TPB, students' ability and
motivation must be connected to attain behavioral goals (behavioral control). It differentiates
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behavioral, normative, and control beliefs. The TPB assesses real control over behaviour using
the six constructs.
1. Attitudes - The degree to which a person approves or disapproves of an issue's behavior
is assessed here. It demands a consideration of the ramifications of participating in the
action under consideration.
2. Behavioral intention - Having a strong desire to do something increases the likelihood of
a person carrying out that activity, which is a function of a person's psychological
motivation.
3. Subjective norms - This has to do with whether or not the majority of people believe the
behavior to be acceptable or objectionable. In certain cases, peer pressure and individuals
who have a big effect on a person's life may have an impact on a person's decision on
whether or not to join in an activity.
4. Social norms - Conventional standards of behavior that apply to a group of individuals or
a larger cultural environment. When a group of people gets together, social norms are
supposed to be the norm.
5. Perceived power - This refers to the perception of the presence of components that may
either assist or impede a person's capacity to carry out a certain activity in a given
situation. Depending on how someone perceives their own authority, each of these
characteristics may be affected.
6. Perceived behavioral control - For example, how simple or difficult it is for someone to
carry out a certain activity of interest is one kind of criterion to consider. Based on the
surroundings and the actions that a person does, the degree to which they think they have
control over their behavior may vary significantly. As a consequence of the inclusion of
this theoretical component to the Theory of Reasoned Action, the Theoretical of Planned
Behavior arose from the Theory of Reasoned Action. (Rossmann, 2010).
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