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Test Marketing Support for Product Expansion into the North American Market— Collaborating on Overseas Market Planning by Leveraging the Perspectives of Multinational Students —
Completed
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Ritsumeikan Asia Pacific University (APU) collaborated with a domestic confectionery manufacturer in the research and planning phase of its overseas expansion and implemented a test marketing program targeting the North American market from May to November 2025.
The program brought together 9 students from the United States and 2 students from Mexico to explore the potential for introducing products currently sold in Japan to the North American market.
Based on research themes provided by the company, the students sampled the products as well as competing items and analyzed differences in taste preferences, brand perception, and storytelling approaches between Japan and their home countries.
During the summer period, the students also conducted interviews with their family members, friends, and other North American students on campus to gather insights from a local consumer perspective. Drawing on these findings, they further refined product concepts and marketing approaches tailored to the North American market.
At the final presentation, the students delivered proposals to the company’s executives, offering recommendations on storytelling strategies for North American audiences, package design, and flavor adjustments. These outcomes are expected to inform future product development and overseas expansion strategies.
This initiative provided the company with practical insights into overseas markets while offering students a valuable opportunity to engage in sustained discussions with corporate representatives and learn how to develop proposals within real-world business constraints.
APU will continue to leverage the strengths of its multicultural and multinational campus environment to support companies’ international expansion through initiatives such as test marketing and market research, while also creating hands-on learning opportunities for students.
