Although a number of foreign companies have succeeded in establishing themselves and becoming profitable in the Japanese market, many others have found that success has been difficult to achieve. Part of the reason for this is the established Japanese distribution system, which is often criticized by outsiders as complicated and difficult to penetrate. This article examines strategies that companies can use to enter the Japanese market using direct marketing channels as well as traditional channels, and discusses some of the advantages and disadvantages associated with each approach.
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