일본 청량음료업체의 저성장기 성장전략 - 가고메와 다이도드링크의 사례를 중심으로 -

Abstract

The purpose of this paper is to investigate the changes Japanese beverage industry underwent during the low-growth period and how major companies responded to those changes. The need for the study is motivated by the research question that there may be a number of implications for the Korean economy, which is raising concerns about its continued low growth. It should be significant to examine the process of change in the Japanese economy that has experienced a long period of low growth. For the analysis, an analysis framework was presented in consideration of the characteristics of the beverage industry, and two representative companies were compared and analyzed. The results of the analysis are as follows. First, in terms of distribution structure, the most remarkable change in the Japanese soft drink industry in the 2010s was the diversification of sales channels. Second, in terms of the competitive landscape, it was found that several companies from industries other than the beverage industry entered the market, while some companies chose to merge with others or close their business altogether. Third, regarding consumer trends, it was found that beverage consumption per capita did not change significantly. To cope with these changes in the business environment, Kagome attempted to break away from the image of a tomato producing company, which has been a key driver of growth. A new strategy for mid- to long-term development to implement awareness reform was also established. Meanwhile, it was shown that Dydo Drinco, while maintaining the corporate image as a vending machine company, sought to expand to overseas markets beyond its domestic market where further growth appears unlikely as companies from different sectors started to enter the beverage industry.