Abstract
This business plan is used to deal with the development plan for entering into the Japanese retail market. Based on the company's long-term need for world expansion and brand identity development, we choose Japan as the test land for Asian market penetration. The objective is to be present in major cities in Japan and introduce the concept of Citymarche with a French flavor. Monoprix is a French retailer setting up in all the big towns and is the undeniable n° 1 in town centre food stores in France. Aimed at a city market approach, it attracts mostly women, single people and active customers with above-average purchasing power. Established in city-centre for more than 70 years, the brand develops its stores based on concepts combining innovation, quality and pleasure. Monoprix was created in Rouen more than 70 years ago as a one-price outlet. Now it is a 50/50 joint venture of Groupe Galeries Lafayette and Groupe Casino. They are all AAA companies with strong turnover and good reputation. Monoprix will provide fresh, balanced, authentic and pleasant food products in the Japanese market. Original western flavor and French-style packaging will be kept and serve as one feature of Monoprix Japan.
