Marketing Japan: towards a better future In March 2011, Japan was hit hard by a natural disaster. This earthquake was known as the “Great East Japan Earthquake” and caused a tsunami (Euromonitor, 2013). Tourism in Japan remained at a standstill for about a year until 2012. During 2011, Japanese people were not traveling and “people refrained from leisure activities” (Euromonitor, 2013) . About a year after the earthquake, tourism grew and there was “an increased desire to travel” (Euromonitor, 2013). The population of Japan is 128 million, with one major city (Tokyo) being home to 35 million people (Berger, 2010). According to Berger, Japan is “the third largest country in the world in terms of money spent on research and development” (Berger, 2010). Along with research and development, consumer decisions are changing. Japanese consumer behavior changed after the tsunami. The Japanese sought to spend time with family and friends and had, for example, a “wanderlust” (Euromonitor, 2013). This change in mindset has supported tourism in Japan with an increase in inbound and outbound tourism (Euromonitor, 2013). Advantages and Disadvantages of Japan How is Japan different from China or other Asian countries? One of Japan's advantages is having airlines with low prices (Euromonitor, 2013). There are other countries with low-cost airlines. What makes Japan different? They are competitive in the market and focus on their strengths. Their strengths include “competitive prices, security and better service” (Euromonitor, 2013). This can be linked to the theme of SWOT analysis, focusing on one's strengths in the internal operating environment (Pike, 2008). This can also be called “service differentiation” (Pike, 2008). The...... middle of paper...... Pike, 2008). Identifying opportunities and threats is the key to organizational success (opinion). The final step is to focus on future consumer wants and needs and look to “emerging megatrends” (cited in Pike, 2008). ReferencesBerger, A. (2010) Tourism in Japan: An Ethno-Semiotic Analysis. Retrieved from http://books.google.comColdren, C. (2006) Four factors that distinguish service marketing. marketingprofs.com. Accessed February 26, 2014 from http://www.marketingprofs.comEuromonitor. (2013). Travel and tourism in Japan, September 16. Retrieved February 25, 2014 from the Euromonitor Passport database. JNTO, (2010). New tourism slogan for Japan. Retrieved February 26, 2014 from http://jnto.org.au/new-tourism-slogan-for-japan/Pike, S. (2008). Destination marketing: an integrated marketing communications approach. Great Britain: Routledge