Sasin Management Consulting Japan Center Co-hosts 6th Seminar with JETRO Bangkok

Exploring New Trends in Local Market Strategy and Marketing Localization for Japanese Firms

The Sasin Management Consulting (SMC) Japan Center at Sasin School of Management co-hosted the 6^th Joint Seminar with Japan External Trade Organization (JETRO) Bangkok Office on March 18, 2026. Held under the theme “Local Market Strategy for Enhancing the Competitiveness of Japanese Firms — New Trends in Strategy and Marketing Localization,” the seminar brought together academic and industry perspectives to explore practical approaches for Japanese companies seeking sustainable competitive advantage in Thailand and other international markets. Amid intensifying global competition and increasingly diverse consumer needs, companies must move beyond simply exporting products or expanding overseas. Success today depends on developing market-specific strategies and advancing sophisticated marketing localization. The seminar addressed these challenges by sharing the latest insights from both research and business practice. The session opened with welcoming remarks by Makiko Yamazaki, Vice President of the JETRO Bangkok Office. The keynote lecture was delivered by Junichi Muramatsu, Professor Emeritus at Hiroshima University and Professor at Gifu Shotoku Gakuen University. He introduced the concept of “value co-creation marketing,” highlighting how collaboration with customers and partners can strengthen adaptability in local markets—an idea that resonated strongly with participants. From an industry perspective, Yoichiro So, General Manager at Kobe Steel, Ltd., shared insights into the company’s involvement in a research project led by Professor Muramatsu’s team. He discussed key initiatives, challenges, and practical considerations in local market engagement. In addition, Takamasa Fujioka, Advisor to the SMC Japan Center and Professor at Meiji University, presented a case study on the localization strategies of a major Japanese housing manufacturer in Thailand, offering valuable insights into implementation and success factors. The seminar welcomed approximately 50 participants, including executives and expatriates from Japanese companies in Thailand, as well as government officials, consultants, and academics. The event concluded with an engaging Q&A session and lively discussions among participants.