Chom Chom Mangs logo & actual image

Design
2. Analyzing and selecting the market
a. Comparing targeted market

b. Selecting the market

Considering comprehensive aspect, Japan is most suitable market to export

c. Analyzing the market

Analyzing market environment (Nature/Dwelling pattern/Consumer)
-Natural aspect: Japan has high temperature and humidity in summer. Because of high humidity, 77% in
average, mosquito and many other insects inhabit around residential area. Especially Japanese
culex mosquito is dangerous because of high infection rate. These kinds of environment make screens
function, blocking insects and ventilating, to work efficiently.
-Aspect of dwelling pattern: Most of the houses and buildings have many windows to circulate humid air.
Also, distance between buildings in residential area is narrow. Screen would help not only to protect
privacy but also to ventilate that humid air.
-Aspect of Japanese consumer: Japanese prefer natural wind rather than artificial wind. However, smoke
pollution, insects, fine dust makes difficult to enjoy natural wind. Screens allow people to live with opened
window enjoying natural wind.

Analyzing market environment (Society/Economy)

-Economical aspect: Japan is ranked as third place in GDP, showing intense economic power. Also,
Japan is consisted of 130,000,000 people which refers Japans market is solid.
-Social aspect: Single household is increasing and single householder has high desire trying to display
their unique characteristic. Chom Chom Mang has wide selection of screen designs compared to general
screen products.

Analyzing market possibility

-Japanese governments political support: Building material market is growing as Japanese government is
preparing for 2020 Tokyo Olympic. Actually Korean building materials has been selected as one of the
promising business. Present building material market scale is 19trillion yen and expecting 50trillion yen in
2020.
-Elderly society: As society grays, remodeling and architecture industry is on the rise. Especially aged
house is going closer to remodeling moment, enlarging demand of building materials.
-Excessive demand in building materials: After huge earthquake in 2011, excessive demands in building
materials are still lasting. This has increased outsourcing and imports in building material markets.