Go with Wendy’s Japan

The most unforgettable and exciting experience that I have in Rikkyo University is that my teammates and I are doing a business project for Wendy’s to regain the market share in Japan.

This is the main content of a course named Bilingual Business Project. The instructor came to our orientation day and gave some description about this course to us. In the first place, I just thought that it might be interesting working on a business project of a company that I am quite familiar. ( And Wendy’s was founded in Columbus, Ohio, which makes me more passionate about the project.)  I could never imagine that I can get such a chance to work on a real situation.

Wendy’s first entered Japanese Market in 1980 but closed all the restaurants in December, 2009. Two year after, Wendy’s re-enter Japan on December 27, 2011 and opened the first new restaurant of its Joint Venture with Higa Industries, deciding to make some changes on its brand positioning and marketing strategies in order to gain more market share in Japan. And our task is to analyze the current Japanese fast food marketing conditions including the macro and micro factors, and then give our own recommendations to Wendy’s on the marketing strategies in detail.

What made me even more excited was that Mr. Higa, the CEO of the Higa Industries came to our class and gave a speech about his expectation and target of Wendy’s Japan!

Mr. Higa gave us some documents and articles about himself.

And some coupons too =)

Now, my teammates and I are still working on our marketing analysis part and I really hope that our team could do a good job on this project!