Editor’s Note
This case study examines how Heiwado Trading’s rigid adherence to a high-end, department-store-centric strategy, despite a shrinking market, contributed to its decline.
CASE 8: Heiwado Trading [Import and Sale of Jewelry and Wristwatches]
This company boasted high recognition as an importer and seller of high-end jewelry priced over 1 million yen. Even as the high-end market shrank, it never changed its sales strategy, which relied heavily on department stores until the very end.
