Marketing Montana Beef in Japan: An Analysis of Communication Theory and Marketing Practices in the Japanese Beef Market

Abstract

This paper examines the necessity of effective communication in the practice of marketing beef products into Japan. Initially examining Japanese agricultural history since the Meiji Restoration (1880), the research develops a basis for understanding consumer dietary patterns and the agricultural producer’s perspective concerning intrinsic problems of producing and distributing beef products in Japan. Next, the paper uncovers Japan’s agricultural protectionism and the political system that supports it, founded on the premise that trade restrictions are not only detrimental to importers but also to the Japanese economy. The research investigates the strategic market-entry operations engaged in by decisionmaking groups as well as the appropriate criteria for messages used by public relations practitioners to promote United States and Montana beef’s image as a quality product.