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The Pokemon Center by The Pokemon Company (Background & Introduction…
The Pokemon Center by The Pokemon Company
Mode Of Entry
Wholly Owned Subsidiary
through Greenfield Operations
Pros
able to implement the best long-term strategy
hold a solid commitment to the market
to boast control over the brand and the staff
control over all aspects of the business,
enjoy tax breaks and financial incentives.
Cons
greater capital outlay
complex planning
longer commitment term
costly barriers to entry.
Background & Introduction
Specialised Store
sells all kinds of Pokemon Merchandise
Figurines
clothing
Plush
Pokemon TCG trading cards
expanded to
Singapore
Preview Opening: 11 April-16 April 2019, Official
Opening: 17 April 2019
First Asian country outside Japan with a permanent Pokemon Centre
13th store
Chosen due to:
success of previous collaboration with Changi Airport Group in 2016 for Pokemon Go
geographic location
Changi Airport = Hub Airport
Singapore's multiracial and multicultural roots
Located: Jewel Changi Airport
12 stores in Japan
in locations from Tokyo to Sapporo
Pokemon
Later expanded into manga and movies
started as a video game in 1996
known for cute monster characters and the slogan "gotta catch 'em all"
total revenue of S$122 billion to date
highest-grossing media franchise
Uncontrollable
Environment Factors
Social
Consumerism
Economic
Consumer Spending
Disposable Income
Consumer Confidence
Controllable
Environment Factors
Place
Strategically located at JEWEL Changi Airport
nature element of the Jewel + great number of shops and eateries
more travellers to transit via the city
Wide range of publicity
Period of tourism and retail growth in Asian markets during Jewel's Opening
Mixed Used Development
Attact people from all around the world to visit due to
Hotels
YotelAir
Aviation Facilities
Gardens and Attactions
HSBC Rain Vortex
Forest Valley
Canopy Park
300 retail and dining facilities
Product/Promotion
Exclusive Products to each store
Examples
Pokemon Centre Tokyo DX store
traditional Japanese fireman Pikachu, Pikachu wearing hakama pants, chef and waiter Pikachu plushies etc
Singapore Jewel Store
Pikachu pilot and cabin attendant plush toys with SIN initials, a Lapras name card holder,
Recommendations
Uncontrollable Environment: Consumerism
Participate in CSR and promote sustainability
Controllable Environment: Product
entertainment avenues for increased customer engagement and interaction
arcade machines
"gachapon" vending machines