The fern’s company, страница 5

For example, Japanese see a color rainbow differently, than Europeans. The same color in Europe and in Japan can mean absolutely different things. We will recollect, at least, that white color in Japan is a color of death and black - color of riches, a solvency and pleasure. Gold color is connected first of all with a beam of the sun, blue color symbolizes calmness. Red it means good luck, and mainly female color.[9]

That’s why speaking about Japan we should mainly avoid using white color, white letters in design of our product. Because as it known, in Japan white color is associated with death. That’s why if we use a lot of white color, our product will not have good chances to be sold in that country, because in that case it will be associated with death. And Japanese can think that our fern can have poison and it can lead to a bad result. Instead of white color we can use blue, gold, green and even black.

Today fern are prepared for eating in two types: drying and pickling. Now people prefer to buy pickled fern, because in contrast to drying it saves better vitamins and microelements.

That’s why to prepare our fern for export; we are going to pickle it. During that process fern will be put in salt water for several days. That process repeats three or four times. After it prepared fern is packed.[10]

We will use vacuum plastic packages as packing. We will export fern in several types of packages. Small ones (about 500 gr. and 1 kilo) for home use and big ones of 10 kilo for restaurants. We have chosen that type of packaging, because vacuum plastic packages have several advantages. Firstly they increase the shelf-life of a product and also they save better all useful vitamins and elements.


The main question for us in that part is how we are going to distribute our product? If we consider that we do not have enough experience in exporting operations and at the beginning also enough resources for leading foreign-economic activity from our point of view the best way for the first time will be using the strategy of direct export. According to it we will distribute our product to middlemen, which will be located in target countries and they will then distribute our product in South Korea, China and Japan. If we use that type of operations we will be nearer to the customer, we will better understand our target markets and we will be involved in foreign-economic activity. And as a result for the future, when we will have more experience, information about the market and recourses, we are planning to set up a joint venture with Korean side in Russia. In that case we can also sell fern in Russia (now fern also starts popular in Russia, mainly in Siberia and the Far East and in these regions the demand for this product increase) and the rest part export mainly to South Korea and also to China and Japan. If we set up a joint venture we will get a lot of advantages. We can get economy on scales, to reduce financial risks, to improve technical side, control over quality of product.

For the first time when we will use the strategy of indirect export middlemen in foreign countries will distribute our product to the wholesales which then will distribute our product to the retailers. As the retailers (the end links of our distribution system) we consider firstly product shops, supermarkets, supermarkets chains and also restaurants and cafes.

Moreover, speaking about distribution system, we should consider socio-cultural differences between Russia and South Korea, China and Japan. We should understand that we will export fern to Asia. And the culture (traditions, customs, and style of life) in that region is absolutely different from European.

Our target market – is a food market of these countries. We can say that it is a bit different from our Russian market. We should understand that in our country fern is considered as a delicacy. People in Russia do not use it in their everyday meal. That’s why in our country you can find fern only in some specialized shops, for example, in the shop “Global Gurme”.