Taku Kato (FUKUTOKUSHA K.K. Managing Director) wrote chapter 5 “How Should Restaurant Chains Develop Store Networks without Stumbling in Domestic Market?” in new publication “Food Markets: Consumer Perceptions, Government Regulations and Health Impacts” to be published on September 20th, 2016.
|Food Markets: Consumer Perceptions, Government Regulations and Health Impacts
Authors / Editors: Peggy Vaughn
Pub. Date: 2016 – 3rd Quarter
Normally, firms in the food service field need to develop a large number of outlets to cover domestic market, leading to the growth of firms themselves. They would have to both expand markets geographically and penetrate one geographic market in pararrel. When some firms might attempt to expand their outlets nationally, managers sometimes find it difficult to make a concrete plan to expand their markets in domestic context. The reason for that is, relatively little has been known so far regarding how firms should expand their geographic markets depending on their growth stage in domestic context without damaging corporate performance. Reflecting some previous research results which both classified geographic forms of store networks in the domestic context and clarified the relationship between these geographic forms of store networks and the corporate performance through a case study of Japanese food service firms, this paper would attempt to give some strategic suggestions regarding how the headquarters of restaurant chains should manage their store networks in domestic context. Main results are (1) Firms should have a new perspective to grasp their store networks as a whole. (2) Firms should understand that changes in forms of store netowks would affect corporate performances.
store development, market expansion, store network, food service, chain store