- 著者
-
井原 基
- 出版者
- 経営史学会
- 雑誌
- 経営史学 (ISSN:03869113)
- 巻号頁・発行日
- vol.34, no.3, pp.23-48, 1999-12-25 (Released:2009-11-06)
In consumer chemical industry, the functions near the market, such as distribution, sales and a part of product development, play a key role in international competition. Kao Corporation is said to have excellent production technology and steady marketing ability, but didn't finally succeed in international market. In this paper, we examine the adaptation process of Kao Thailand in attention with its product development, price policy, distribution system, investment on advertisement and promotion.In the 1960-80s, there were many trials and problems in the process of adaptation. Kao tried to build direct sales system to sell in local area, but because of the needs of training on sales staff, short of product line, direct sales system remained insufficient. At the same time, there was difficulty in development of compounding technology for the Thai market because of the difference of social and natural climates with Japan. These problems were mainly due to the relation with joint-venture partner, Taisin Group. Kao can't make use of the know-how and resources of Taisin, which contributed on the diffusion of Kao's shampoo in the Thai market. But in the aspect of production technology, Kao localized its production process including production of raw materials and transferred brand-new chemical plant from Japan.In the late 80s, with the establishment of research facilities, Kao realized adaptive price policy and compounding technology in shampoo business. But the amount of investment on advertisement on shampoo market was few until quite recently. On the other hand, success of 'concentrated detergent', the main product of Kao, was limited because compounding technology was based on Japanese-standard. Throughout these times, decision-making process was centralized to the Japanese headquarter. Thai specific conditions were not easily understandable by Japanese top managers.Kao has succeed in localization of production technology, often the sources of competitive edge in Japan, but had problems in adaptation of its product and marketing in Thailand. Adaptation of technology and organization is key factor in local, at the same time, global competition.