nakamura lacquer company
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SITUATIONAL ANALYSIS
Prompted by the increasing demand in the then market for the Japanese handicrafts amongst the American forces in Japan soon after the 2nd world war in 1948, Mr. Nakamura of the Nakamura Lacquer Company had shown a lot of foresight & initiative in developing ways to mechanize the traditionally handicraft methods of making lacquer ware. Even a decade later, after the exit of the American forces from the country, Mr. Nakamura continued to cash in on his wise decision of improving the traditional production methods & became Japan's "best known and best-selling brand for lacquer ware, known for its quality, dependability & affordability." By early 1960, Mr. Nakamura was heading a business engaged in the production of Japanese lacquer ware for the Japanese mass consumer market. He produced & sold 500,000 sets of lacquer tableware in the Japanese consumer market, employing a fairly large workforce. He had also built up a brand image for his "chrysanthemum" brand of table wares.
In spite of such a good & stable market position in Japan, Mr. Nakamura had never ventured out to the foreign markets...