CASE STUDY OF ASAHI GLASS COMPANY

Introduction
The Asahi Glass Company is a prestigious member of the Mitsubishi Group which was founded in 1907
making it the oldest glass manufacturing company in Japan. It later expanded its range of business
and its geographical location thereby becoming a multinational company dealing with various
businesses including electronics related businesses and selling of construction materials such as soda
ash and refractory bricks. After the Second World War, the demand for its products increased and the
Asahi Glass Company formed strategies which would help it to exploit the increased demand.
Competition from other companies which ventured into similar business prompted the company to
venture into other areas of glass manufacture such as television glass bulbs and automobile safety
glass. This bore fruit towards the end of 1960 when the company became the number one domestic
producer of the two products. The company later formed joint ventures with other companies such as
the Corning Glass Works in a bid to extend its business. The diversification of Asahi Glass Company
into different areas and products led to a number of problems ranging from technology advancement,
slow demand, competition from other companies dealing in similar products and improved versions of
glass from other competitors.

Goals and Objectives

The Company’s major goal is growth and expansion while its main objectives include the geographical
diversification of the Company’s business both locally and internationally, the diversification of its
glass products, venturing into other related fields such as the construction and electronics industries in
order to increase the companys opportunities, generate more revenue, reduce costs and have better
use of the available Company assets. Some of these objectives are driven by the economy, in terms of
increased market demand for the said products and available opportunities for diversification while
others are as a result of the top management decisions.

Management Decisions
In order for these objectives to be achieved, certain things have to change or be improved and thus
the management is faced with various questions including the sort of decisions to make in order to
jump start some of the necessary processes. According to the Harvard Business School Publication,
One of the decisions that the top management of the company has made is to allow the various
company divisions to look into the production of new products and other marketing opportunities in
other geographical areas without necessarily following specific strategic plans. (1995)

Based on the managements thought that the company has expert knowledge of the necessary raw
materials as well as the technical processing know how, they have made the decision to set their focus
on the areas of components, display and optoelectronics for integrated circuits. (Harvard Business
School, 1995)

An independent electronics division has also been established in the company which has led to the
acquisition of two companies, the Nippon Carbide Industries and ELNA whose ceramics processing
technology and aluminum capacitor and circuit board technology are expected to go a long way in
helping the division understand the process of producing electronics.  

The top management o the company has also made the decision to increase its engagement in the
electronics business which has led to the decision to establish a joint venture with the Komag Inc
which was based in California. The resultant Asahi-Komag is involved in the production and marketing
of magnetic memory hard disks in Japan. This decision is based on the judgment that its expertise in
surface treatment as used in the glass business could be used to produce the disks. The company also
plans to venture into the development of both glass and plastic optical lenses and frames.

This does not however mean that it has stopped concentrating on its original business ventures that is
the glass and construction material production and marketing. It will continue to improve the quality
of these products through the use of new technologies while at the same time developing new ones.

Problems Encountered
The problems that have been encountered in the activities of Asahi Glass Company include the
following

Slow Growth of the electronics business

The Asahi Glass Company experiences continued problems as it seeks to firmly establish itself in the
electronics industry despite its long continued attempts to become fully developed in the field.
Competitors such as Toshiba and Hitachi have better technology for this kind of business and
therefore their entry into the large electronics market is proving to be a big problem to the company.
The Companys joint venture with Komag Inc is also not paying off as it got into the electronics
business with the wrong idea in mind. The thin field hard disk production business turned out to be
more of an assembly business as opposed to the materials business which the company thought it
was.

New Glass Opportunities

Despite the emergence of new glass opportunity markets, there seems to be no clear suggestion
which the company should follow in its production. Even the presence of the New Glass Forum in
which information concerning such matters is exchanged, namely the new glass technology, seems
not to be helping as none of the members are sure about its potential.

Challenges in the combination of Technological Expertise

The Asahi Glass Company focused too much on growing the technology of its different divisions as
opposed to coming up with new ideas of how to combine these technologies in order to produce better
and unique products.  (Harvard Business School, 1995) Some of the divisions include the International
General Division, the Specialty Products Division and the Research and Development Division. Since
this does not seem to be working, efforts towards the integration of the various divisions and their
expertise is proving to be an uphill task as the way of doing things differs among the different
divisions.

Corporate Culture Revitalization

Over the years, the spirit on which the company was been founded upon has faded due to the large
expansion and diversification that the company has undergone. The management thus recognizes that
bringing back this spirit will not be easy. For example, the company found itself in a situation where it
was not able to produce goods that satisfied the needs of the consumer as it focused more in new
product development.

Recommendations
The following are some of the ways which the company can deal with the problems it has
encountered.

In order to fully establish itself in the electronics industry and the related businesses which the
company engages in, the company should ensure that it is fully aware of the processes that are used
in developing these products and invest in the latest technology and expertise to ensure that it
produces quality products that can be able to compete with the products of their competitors.

The company should also invest in the research of new market opportunities and new products in
order to give it proper directions on the kind of technology to invest in as well as give the company a
clear direction in which to follow as opposed to working blindly as this will result into future losses.

The company should also seek to encourage coordination between its various divisions so that the
available technology and the expertise that is found in them are used to come up with better quality
and unique products.

The top management should look back into the objectives and the spirit behind the establishment of
the company in order to determine the vision that the founder had when establishing the company
and as such work towards its fulfillment.

The company should also survey the market and its competitors in order to get the general view of
what they are doing and how it can improve on its ideas in order to have an edge over them so as to
create a niche for itself in the market.

In order to do this, huge investments in research as well as the latest technology and experts is
necessary. Alternatively, the company can form mergers with already established companies with
similar ventures to save on the cost of establishing new ventures as it will cost more. This will also
ensure that the company does not loose out on its revenues where they are used to make large
unnecessary investments. The use of the alternatives in this case should be based on cost benefit
analysis and also whether it reduces the costs of the company and at the same time increasing its
revenue.

The final actions to be taken regarding the recommendations should be as a result of major
consultations both with members within the company as well as consultations with the companys
subsidiaries and other stakeholders.

Conclusion
The Asahi Glass Company has come a long way since its establishment and with time has undergone
major changes in terms of product diversification, geographical expansion, new company acquisition,
and product improvement. This has seen the company face various problems, some of which have
been occasioned by issues other that those that are directly related to the company, such as the
Second World War. The management of the company has used different methods to overcome these
problems and as such the company continues to experience grow even to the present day.
Marketing strategy of Asahi Glass Co
Diversification Strategy
Posted by Zander Henry on Aug-22-2018

1. The vision of Asahi Glass Co Diversification Strategy

The vision of Asahi Glass Co Diversification Strategy is to be the leading quality service
and product provider for customers. Being the best and the leading player means that
Asahi Glass Co Diversification Strategy marketing strategy and operations focus on:

 Providing high quality of products and services

 Providing value to customers
 Concentrate on building customer experience

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2. The mission of Asahi Glass Co Diversification Strategy

Asahi Glass Co Diversification Strategy marketing strategy is grounded in its mission.
The mission for Asahi Glass Co Diversification Strategy is to be the favorite brand of the
customers. This mission is essential for the marketing strategy of Asahi Glass Co
Diversification Strategy as it focuses on all operations and marketing activities in the
direction of:
  Consumer centrism
 Using research to understand and influence consumers

3. Brand Equity of Asahi Glass Co Diversification Strategy

Understanding and knowing the brand equity is vital for directing and giving meaning to
the marketing strategy of Asahi Glass Co Diversification Strategy. The knowledge of
brand equity will help in shaping Asahi Glass Co Diversification Strategy marketing
strategy effectively – thereby facilitating the growth of business for Asahi Glass Co
Diversification Strategy.

3.1. Brand awareness

 Asahi Glass Co Diversification Strategy has high brand awareness because of

international operations
 The company focuses on higher budget allocation in the country of origin
 Each market for Asahi Glass Co Diversification Strategy has modified marketing and
strategic directives and plans

3.2. Brand association

 Asahi Glass Co Diversification Strategy is directly associated with the brand name and
product category
 Asahi Glass Co Diversification Strategy has a broad product portfolio
 Asahi Glass Co Diversification Strategy is associated with promising and delivering
quality and innovative products
 Asahi Glass Co Diversification Strategy is also associated with excellent customer
service

3.3. Brand loyalty

 Asahi Glass Co Diversification Strategy has been successful at gaining high consumer
loyalty because of unique and influential marketing strategy
 Asahi Glass Co Diversification Strategy has a global customer base
  Asahi Glass Co Diversification Strategy keeps adding value addition to the products and
product portfolio to keep consumers engaged

3.4. Brand asset

 Asahi Glass Co Diversification Strategy has a substantial brand value

 Asahi Glass Co Diversification Strategy also enjoys the high financial worth
 Asahi Glass Co Diversification Strategy focuses on building a reliable and robust
employee base

3.5. Brand element

 Asahi Glass Co Diversification Strategy uses the brand element as a means of

competitive advantage
 Uses adaptability in product, services, and marketing to meet different cultural demands

4. Situational Analysis of Asahi Glass Co Diversification Strategy

The situational analysis will help in developing the marketing strategy of Asahi Glass Co
Diversification Strategy by conducting a thorough market analysis. This market analysis
will aid in understanding the compatibility between external opportunities and other
factors, and internal strengths – to be used to maximize the marketing influence of
Asahi Glass Co Diversification Strategy.

4.1. SWOT

4.1.1. Strengths
Asahi Glass Co Diversification Strategy marketing strategy can benefit from the
following internal advantages:

 Strong brand image

 Global distribution network
 Investment in market research
 Innovation
4.1.2. Weakness
Asahi Glass Co Diversification Strategy faces challenges in marketing strategy because
of the following weakness:

 Slow organizational processes

 High product prices

4.1.3. Opportunity
Asahi Glass Co Diversification Strategy has the following possibilities of business
growth:

 Green lifestyles
 Regional expansion
 Diversification

4.1.4. Threats
Asahi Glass Co Diversification Strategy faces business threats because of the following
factors:

 Increased competition
 Increased imitation

4.2. PESTEL

4.2.1. Political

 Asahi Glass Co Diversification Strategy operates I markets with political stability

 Asahi Glass Co Diversification Strategy has funding support from the government for
small businesses

4.2.2. Economic

 Asahi Glass Co Diversification Strategy enjoys high sales because of higher GDP
 Lower interest rates make business expansion and loaning easier for Asahi Glass Co
Diversification Strategy
  Low inflation strengthens the financial position of Asahi Glass Co Diversification
Strategy

4.2.3. Social

 Higher education and awareness increases sales of Asahi Glass Co Diversification

Strategy predict
 Asahi Glass Co Diversification Strategy focuses on understanding consumers and
fulfilling their demands through its offerings

4.2.4. Environmental

 Asahi Glass Co Diversification Strategy has an active CSR program

 Asahi Glass Co Diversification Strategy ensures environmental safety in all its operations

4.2.5. Legal

 Asahi Glass Co Diversification Strategy is aware of local and global laws of business and
human resource management
 Asahi Glass Co Diversification Strategy abides by all statutes – especially labour law,
discrimination law, and employee safety laws

4.3. Porter’s Five Forces

4.3.1. Threat of substitutes

 High risk of replacements

 Substitutes offer similar products at low prices

4.3.2. The threat of new entrants

 New entrants need high financial investment

 New entrants need updated technology for keeping par with industry progress
4.3.3. Bargaining power of buyers

 Sales made to end consumer directly

 Stocking of products at retailers, as well as own-controlled retail outlets

4.3.4. Bargaining power of suppliers

 Multiple suppliers of raw materials

 Suppliers are chosen after careful inspection, and through contracts

4.3.5. Industry rivalry

 High industry rivalry

 Players offer similar products
 Players compete through marketing to influence consumers

5. Marketing Objectives for Asahi Glass Co Diversification Strategy: The

Marketing Strategy of Asahi Glass Co Diversification Strategy
Asahi Glass Co Diversification Strategy marketing strategy has the following objectives
for the current financial year:

5.1. Increased market penetration

 Increase top of mind recall for Asahi Glass Co Diversification Strategy brand and
products by 30%
 Increase sales for Asahi Glass Co Diversification Strategy by 40% by the third quarter of
the financial year
 Achieve a trial rate for new products of 10% during the first quarter of the launch
 Increase consumption rate of existing products by 45% during the current financial year

5.2. Enhanced brand recognition

 Increase top of mind recall by 65% during the current fiscal year
 Increase brand recognition by 80% during the first two quarters of the current financial
year
5.3. Increased use of digital marketing

 Acquire 25,000 new online customers during the financial year

 Increase website traffic through using blogging and email tactics effectively by 505
during the first two quarters of the year
 Acquire 65,000 likes on the official Facebook page of Asahi Glass Co Diversification
Strategy during the first quarter of the financial year

5.4. Retail Growth

 Contract with five more leading supermarkets in the first quarter of the year to stock
product at eye level shelving
 Contract with two leading online retail sites – eBay and Amazon – to stock our products,
and increase accessibility for consumers globally by the second quarter of the financial
year

6. Segmentation of Asahi Glass Co Diversification Strategy

Asahi Glass Co Diversification Strategy marketing strategy uses different means of
segmentation to reach an increase in market penetration.

6.1. Demographic segmentation

6.1.1. Age
Asahi Glass Co Diversification Strategy has consumers of age groups

 20-45 years
 45-60 years

6.1.2. Gender

 Asahi Glass Co Diversification Strategy has a broad product portfolio for both males and
females
6.1.3. Life-cycle stage
Consumers for Asahi Glass Co Diversification Strategy, according to the marketing
strategy, are in the following various life cycle stages:

 Single students
 Single graduates
 Single people living at home/not living at home
 Young couples without children
 Married couples with one to four children – all at home
 Married couples with one or two children in college
 Old married couples with an empty nest

6.1.4. Occupation
The marketing strategy devises the following occupations for Asahi Glass Co
Diversification Strategy consumers:

 Professionals
 Students
 House makers

6.2. Psychographic segmentation

6.2.1. Social class

 Asahi Glass Co Diversification Strategy focuses on segments of middle-upper and upper

social classes

6.2.2. Lifestyle
Asahi Glass Co Diversification Strategy consumer segments have the following lifestyle
characteristics:

 They aspire towards a better and higher living standard

 They want to be successful – professionally and socially
 They are not hesitant to try new things, products and services in life
  They are confident in their behaviour and attitude
 They are mainstreamers in their fields

6.3. Geographic segmentation

6.3.1. Region

 Asahi Glass Co Diversification Strategy has operations spread across the western
developed countries such as America, the united kingdom, and the Netherlands
 It also has operations in emerging markets such as Brazil, India, and China

6.3.2. Density

 The focus of Asahi Glass Co Diversification Strategy remains on the urban part of the
population

6.4. Behavioural segmentation

6.4.1. Personality
The marketing strategy defines personality characteristics for the consumers of the
brand of Asahi Glass Co Diversification Strategy, such as:

 Determined
 Confident
 Ambitious
 Hardworking

6.4.2. Usage frequency

 The consumer segments for Asahi Glass Co Diversification Strategy are regular and
frequent users of the product

6.4.3. Benefits sought

 Consumers seek functional benefits

  The focus, however, is more on the emotional benefits reaped from the consumption of
the brand

6.4.4. Degree of loyalty

 Consumers are very loyal

 Have an emotional attachment with the brand

7. Targeting of Asahi Glass Co Diversification Strategy Positioning of Asahi Glass

Co Diversification Strategy
The marketing strategy of Asahi Glass Co Diversification Strategy targets consumer
groups based on segmentation as follows:

7.1. Target market

 The target market for Asahi Glass Co Diversification Strategy is from middle to upper
class
 The target market is ambitious and desires to purchase high-end consumer products
 This target market also seeks affordability
 To meet target market expectations, the Asahi Glass Co Diversification Strategy focuses
on quality control

7.2. Mass marketing

 The marketing strategy of Asahi Glass Co Diversification Strategy focuses on mass

marketing
 This also requires unique marketing designs and product promotion programs
 Asahi Glass Co Diversification Strategy makes use of one strategy to influence all
segments

7.3. Undifferentiated marketing strategy

 Asahi Glass Co Diversification Strategy does not differentiate between market segments
 It uses a single marketing strategy to target all segments and consumer groups
  Based on this, Asahi Glass Co Diversification Strategy also created the marketing mix
under the marketing strategy as a singular one for the whole market – regardless of the
segmentation divides.

7.4. Focus on quality

 Asahi Glass Co Diversification Strategy has created, developed, and maintained a brand
that satisfies all consumers under the undifferentiated marketing strategy and mass
marketing
 No compromise on quality has been made in the broad product portfolio
 To ensure the influence of a single marketing strategy, the Asahi Glass Co Diversification
Strategy has also adopted a consumer-centric approach in its overall marketing strategy
and operations as well
 This was used for targeting strategy as well as for maintaining growth

8. Company Competitive Advantage in the marketing strategy of Asahi Glass Co

Diversification Strategy
The marketing strategy of Asahi Glass Co Diversification Strategy stands out from the
clutter and competition. Asahi Glass Co Diversification Strategy has also achieved a
sustainable competitive advantage in its marketing strategy. This is because of the
following factors that Asahi Glass Co Diversification Strategy has utilized:

8.1. Cost-effectiveness

 Asahi Glass Co Diversification Strategy focuses on reaching consumers effectively

rather than grandeur
 Asahi Glass Co Diversification Strategy focuses on developing an integrated marketing
approach
 The use of digital marketing efficiently and expertly has helped the company reach a
wider audience at a lower cost
 Asahi Glass Co Diversification Strategy has in-house copywriters for marketing
campaigns which also helps in controlling costs
  Asahi Glass Co Diversification Strategy also focuses efforts on ground activities – which
are less expensive than commercial marketing tactics

8.2. Innovation

 Asahi Glass Co Diversification Strategy has stayed updated with latest developments in
marketing research and marketing knowledge
 Asahi Glass Co Diversification Strategy makes use of new and innovative tactics to
reach its target consumers
 Asahi Glass Co Diversification Strategy also employs top of the field marketers to
facilitate its marketing strategy and promotional campaigns
 Each marketing campaign launched by Asahi Glass Co Diversification Strategy is
effective catchier and more influential than the previous one

8.3. Strong market research and consumer understanding grounded

 Asahi Glass Co Diversification Strategy marketing strategy is strongly grounded in

consumer and market research
 Asahi Glass Co Diversification Strategy makes informed marketing campaigns and goals
based on consumers’ behavioural feedback
 Asahi Glass Co Diversification Strategy also incorporates consumer feedback in its
marketing strategy
 Asahi Glass Co Diversification Strategy marketing strategy is based on market trends,
and consumer needs and wants

8.4. Making effective use of emotional appeals

 Consumers’ emotional needs strongly influence all marketing objectives and marketing
goals set by Asahi Glass Co Diversification Strategy
 In addition to fulfilling functional needs, Asahi Glass Co Diversification Strategy also tries
to fulfil the emotional and psychological needs of the consumer
 Asahi Glass Co Diversification Strategy tries to build a strong emotional bond with the
consumer, which also results in high consumer loyalty
9. Distribution Strategy of Asahi Glass Co Diversification Strategy
Asahi Glass Co Diversification Strategy marketing strategy highlights the use of the
following distribution strategy to maximize reach and accessibility for consumers.

9.1. Intensive distribution strategy

 Asahi Glass Co Diversification Strategy makes use of intensive distribution strategy

because it is mass marketing
 Asahi Glass Co Diversification Strategy’s marketing strategy is based on undifferentiated
segments, and thus an intensive distribution strategy allows high penetration and
reaches in the overall market
 With the use of the intensive distribution, Asahi Glass Co Diversification Strategy tries to
maximise its coverage of the markets where it's present
 For achieving the intensive strategy, the company uses hardcore 360-degree integrated
marketing strategy and campaign to reach all consumers, across all segments in the
market.

9.2. Direct distribution strategy

 Asahi Glass Co Diversification Strategy uses direct distribution country of origin as well
as in locations where it has subsidiary operations
 The Asahi Glass Co Diversification Strategy also makes use of modern retailing channels
 Also, Asahi Glass Co Diversification Strategy makes use of e-commerce and makes a
sale through online retailers, as well as through the company website
 Direct distributions have allowed Asahi Glass Co Diversification Strategy to increase
market penetration and accessibility for consumers

9.3. Indirect distribution strategy

 This strategy is largely used for offshore operations where the Asahi Glass Co
Diversification Strategy does not have a subsidiary
 In these offshore locations, Asahi Glass Co Diversification Strategy largely works
through the export model
  This makes use of several intermediaries in between, before the product by Asahi Glass
Co Diversification Strategy reaches the target consumers
 Intermediaries for Asahi Glass Co Diversification Strategy include not only the end retail
outlets, but also sales agents, retail agents, and distribution agents in offshore locations

9.4. Selective distribution strategy

 For some products of its portfolio which are premium in nature, Asahi Glass Co
Diversification Strategy makes use of selective distribution channel
 Asahi Glass Co Diversification Strategy has maintained a few outlets in the country of
origin, and in selected offshore markets for these products
 These placements and locations are chosen based on the niche market that Asahi Glass
Co Diversification Strategy has for its premium products
 These locations, placements, and marketing strategy helps make the company’s product
selectively, but readily accessible for its niche target audience

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10. Competition Analysis in the marketing strategy of Asahi Glass Co

Diversification Strategy
The industry in which Asahi Glass Co Diversification Strategy operates is very
responsive to market and consumer trends. Asahi Glass Co Diversification Strategy,
therefore, needs to be vigilant in its market strategy towards competition – to make
sure that it maintains its competitive advantage.

10.1. Strategic Group Analysis

 Asahi Glass Co Diversification Strategy competes with direct and close competition
based on quality and price
 Consumers choose between different companies from the industry based on their
functional offering
  Consumers have progressively evolved to strengthen loyalty and form an emotional
bond with products that they consume
 Asahi Glass Co Diversification Strategy also competes, thereby, with close competition
for building stronger brand image, increasing consume loyalty, and for forming strong
emotional ties with the consumer

10.2. Industry rivalry

 Asahi Glass Co Diversification Strategy experiences high industry rivalry

 The barriers to entry for the industry are low, and new entrants gain easy access in the
industry
 The number of local as well as global players is increasing

11. Marketing mix of Asahi Glass Co Diversification Strategy

The marketing mix for Asahi Glass Co Diversification Strategy as per the marketing
strategy is the following:

11.1. Product

 Asahi Glass Co Diversification Strategy has a broad product portfolio

 Asahi Glass Co Diversification Strategy provides mass marketed products for all
segments across the market undifferentiated
 Asahi Glass Co Diversification Strategy also provides some selected, premium products
to niche customer groups
 All products in the portfolio consistently maintain high quality
 All products are tailored to meet consumer specifications, demands and needs across
different regional markets
 The Asahi Glass Co Diversification Strategy maintains a high focus on innovation in
products and introduces new products frequently to keep the consumers engaged

11.2. Place
  Asahi Glass Co Diversification Strategy wants to have a close, emotional and personal
relationship with its consumers
 The company maintains high control in its distribution strategies – especially through
direct distribution strategy
 The company has a presence in leading supermarkets
 The Asahi Glass Co Diversification Strategy also has company-operated stores in malls,
and otherwise to make products accessible to consumers easily
 Asahi Glass Co Diversification Strategy also makes use of e-commerce to increase
penetration and sales

11.3. Price

 The Asahi Glass Co Diversification Strategy prices its products so that its target
consumers can afford it easily
 Asahi Glass Co Diversification Strategy uses relative pricing strategy for its products
 The price of Asahi Glass Co Diversification Strategy’s products include not only the high
quality raw materials and value additions but also the enhanced customer experience
they deliver
 The company’s pricing strategy allows it to enjoy stable revenue and profit growth

11.4. Promotion

 The Asahi Glass Co Diversification Strategy has a high budget allocated towards
marketing activities
 The Asahi Glass Co Diversification Strategy invests substantially in digital marketing
activities to reap high and effective results
 Use of digital marketing has also allowed Asahi Glass Co Diversification Strategy
marketing strategy to cap costs and expenses
 Asahi Glass Co Diversification Strategy also takes part in direct consumer engagement
through on-ground activities where the company initiates trials
 Asahi Glass Co Diversification Strategy also invests in traditional media channels to
reach maximum consumers in the market
11.5. People

 Asahi Glass Co Diversification Strategy has a large workforce across different

companies
 This workforce is continually trained to become experts in their respective fields of
operations
 Asahi Glass Co Diversification Strategy hires without discrimination
 Asahi Glass Co Diversification Strategy ensures that its employees remain motivated
through building an inspirational and creative organizational culture
 Asahi Glass Co Diversification Strategy focuses on also building and maintaining
organizational commitment and loyalty in its employees

11.6. Process

 All activities at Asahi Glass Co Diversification Strategy - from raw material procurement
to the final sale to the end consumer - undergo systematic processes
 The processes at Asahi Glass Co Diversification Strategy are well defined, and well
communicated to all employees
 All employees are trained to follow the processes internally to ensure consistently high
quality as well as timely production and deliveries
 The systematic processes also ensure a smooth running of operations at the Asahi
Glass Co Diversification Strategy

11.7. Physical evidence

 The physical evidence for Asahi Glass Co Diversification Strategy includes the company
logo, company store designs, and the product packaging
 Satisfied and excited customers in the retail spaces of Asahi Glass Co Diversification
Strategy, as well as during product consumption create a bubbling and an inviting
atmosphere
 The e-commerce website for retail by Asahi Glass Co Diversification Strategy is also
designed with a friendly customer interface to allow maximum interaction with the brand
  The store designs created by Asahi Glass Co Diversification Strategy for its retail space
allow consumers maximum interaction with the products directly.

12. Promotional tactics for the marketing strategy of Asahi Glass Co

Diversification Strategy
12.1. Digital marketing

 The company uses social media for reaching consumers effectively

 The Asahi Glass Co Diversification Strategy interacts with the consumers directly, and
engages with them, answers their queries and takes their feedback
 The company also shares information and build relationships with consumers through
digital marketing
 Asahi Glass Co Diversification Strategy also makes use of blogging, emails, and content
creations as a means of digital marketing

12.2. Conventional marketing

 The company uses a 360-degree approach in its marketing strategy

 This means that the company makes use of traditional marketing channels as well –
such as TV, magazine adverts, and out of house placements

12.3. Influencers

 For direct, on-ground engagement, the company uses influencers

 Influencers interact with consumers directly, or through their channels of
communication as a means of content creation and endorsing the Asahi Glass Co
Diversification Strategy brand

13. Monitoring and evaluation of the marketing strategy of Asahi Glass Co

Diversification Strategy
13.1. Changes in sales

 Asahi Glass Co Diversification Strategy regularly tracks its sales to identify the
effectiveness of its marketing strategy
  Increase in sales reflect the success of marketing strategy of Asahi Glass Co
Diversification Strategy
 Sometimes, Asahi Glass Co Diversification Strategy experiences increase ins ae after
some time of the launch of the marketing promotions

13.2. Surveys and focus groups

 Asahi Glass Co Diversification Strategy frequently conducts focus groups and surveys to
identify its brand worth
 These methods also help the company identify brand value, brand recall, and brand
recognition
 Focus groups allow Asahi Glass Co Diversification Strategy to gather feedback on its
marketing strategy and helps it understand consumers better

13.3. ROI

 Effectiveness of marketing strategy of Asahi Glass Co Diversification Strategy can also

be seen through the revenue and profit growth
 Return on investment allows Asahi Glass Co Diversification Strategy to effective gauge
the effect and influence of the marketing strategy, and measure its success

13.4. Attainment of marketing objectives

 All marketing objectives set by Asahi Glass Co Diversification Strategy are SMART
 The quantitative set against each of the marketing objective can facilitate attainment
evaluation for the overall marketing strategy
 Successful and timely attainment of these marketing objectives highlight the success of
the marketing strategy of Asahi Glass Co Diversification Strategy