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Tokio, Japan

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Bacanora, is a destilled alcoholic beverage. Is a regional mezcal made with Agave agustifolia plant. Made in the state of Sonora, Mexico.

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5 characteristics of the new market and segment

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5 characteristics of the new market and segment

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1. Japanese costumers have a developed taste for premium and high quality spirits.

2. Trends in the market such as the rise of craft spirits who value authenticity and local production in other cultures.

3. Steady increase on income allowing costumers to spend on high quality spirits.

4. Spirits enthusiasts typically in the age of 30-50, well traveled, have interest in international artisanal products over mass market options.

5. Young professionals aged 25-40 are part of the growing cocktail culture open to new flavors and ingredients. This groups are found in trendy areas like Tokyo, Osaka, and Kyoto.

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Japanese consumer buying habits usually are both long term rational and short term emotional. Is often a strong emphasis on rational making.

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1. Collaboration with high-end bars and restaurants in Japan to offer Bacanora in curated tasting event or with specific dishes.

2. Market education awareness. Introducing the product to the Japanese population educating them on the culture, history, methods and ingredients of this unique spirit through festivals with a cultural experience, publicity, tasting events for every specific segment.

3. Packaging and presentation with the aesthetic in the Japanese consumer culture is important for its success.

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Model access for international market entry

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Model access for international market entry

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In my opinion the best model for international market entry is "partnership and strategic alliances" allowing the company sharing the risks and resources required and be seen as a friendly local entity.

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JETRO (Japan External Trade Organization) is a government related organization that promotes mutual trade and investment between Japan and the rest of the world. Offering market research, finding distributors and navigating regulatory requirements.