@article{oai:nsg.repo.nii.ac.jp:00004852,
 author = {TOMIYAMA, Eiko},
 issue = {１},
 journal = {事業創造大学院大学紀要},
 month = {Apr},
 note = {application/pdf, その他, 1
Global Marketing by Small and Medium-sized Enterprises
─ The Case Study of Snow Peak Inc. ─
TOMIYAMA Eiko 1
Abstract
Emerging economies in Asia and elsewhere are achieving remarkable growth,
resulting in an ongoing rise in the standard of living there. At the same time, Japan’s
population has been declining since 2011, a trend that is forecast to continue. Faced
with declining domestic demand and changes in the industrial structure and market
needs, a number of small and medium-sized enterprises (SMEs) have begun to look
overseas for new markets as a means to ensure their survival. Tapping into overseas
demand is essential to future corporate growth. Founded in 1958 and headquartered in
the city of Sanjo, Niigata Prefecture, Snow Peak is a company that develops,
manufactures, and sells outdoor lifestyle products. It began to export its products to the
U.S.A. in 1996 and its net sales overseas have grown to account for approximately 20%
of total net sales (actual figure for FY2016). This paper provides an overview of the
history of Snow Peak’s overseas business expansion and analyzes its global marketing
strategy from the perspective of Porter’s (1986) configuration/coordination framework.
In analyzing its coordination strategy, this paper looks at not only the company’s global
marketing strategy, but also its people strategy.
Keywords: SME, global marketing, configuration, coordination, STP, 4P},
 pages = {1--16},
 title = {Global Marketing by Small and Medium-sized Enterprises ─ The Case Study of Snow Peak Inc. ─},
 volume = {９},
 year = {2018}
}