Foreign Market Analysis and Choice of Entry Mode in Internationalization Process of Meiji Co., Ltd.

Chocolate is one of the most demanded and popular desserts on the world market. The Japanese market also offers a huge assortment of chocolate of any tastes, manufacturers, price category. Domestic enterprises compete not only with each other, but also with foreign major brands. Companies have access to natural ingredients, produce high-quality products, implement innovations, but it is complicated to take a significant market share. However, they have the potential to expand their capabilities by introducing products to unexplored markets.

This paper presents an analysis of the foreign market for starting a business and choosing a suitable strategy for market entry. As an example, Meiji Milk Chocolate from Meiji Group, one of the largest companies in Japan, was chosen. Two upper-middle-income developing countries, Thailand and Malaysia, are considered.