著者

口野 直隆 浜口 夏帆 大島 一二

出版者

桃山学院大学総合研究所

雑誌

桃山学院大学経済経営論集 = ST.ANDREW'S UNIVERSITY ECONOMIC AND BUSINESS REVIEW (ISSN:02869721)

巻号頁・発行日

vol.63, no.4, pp.3-34, 2022-02-17

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The environment surrounding the restaurant industry in Japan isbecoming increasingly severe every year. Aside from the immediateproblem of the rapid contraction of demand for food service due to thespread of the new coronavirus, the biggest long-term problem is theongoing contraction of the domestic market due to Japan's declining andaging population. In contrast, overseas markets are steadily expanding dueto population growth and rising incomes, showing a favorable contrast tothe Japanese market.For this reason, in recent years, an increasing number of restaurantcompanies have actually turned their attention to overseas markets,especially Asian markets, and many of them are planning andimplementing overseas expansion.In previous research, this research team examined the performance ofJapanese food service companies expanding overseas and the status ofstore development by company, with a particular focus on their expansioninto the Taiwanese market. In this section, we examine the current statusof what groups of food service companies are actually expanding overseasby comparing 2017 and 2021. As a result, it became clear that the overallsituation of overseas expansion is becoming more polarized, with the socalledleading large corporate groups expanding further and the smallerand medium-sized corporate groups decreasing and withdrawing. However, this paper left some unanswered questions as to whether thesemacroeconomic conditions are universally applicable to all types andsectors of food service companies or not.Therefore, in this paper, we will focus on a sector of the food serviceindustry where there is not much prior research on overseas market entry,unlike the fast food chains and Japanese restaurants such as Japanese-stylepubs, which have been the main focus of research so far. In this paper, wefocus on the case of UCC's expansion into Taiwan. As will be discussedlater in this paper, UCC's expansion into Taiwan is characterized by thefact that it is not only an overseas expansion as a food service companywith coffee shop business as its core business, but also a strategy toexpand sales of coffee bean-related products in the Taiwanese market as afood (processing) industry.