Background for Case Topic
Although Japan has been facing a population decline for the past decade and low economic growth over the past 30 years, foreign tourism to the country has been a growing industry; in 2019 Japan welcomed 32 million international tourists, more than threefold of those in 2013. However, most tourists visit only the most popular areas – Tokyo, Kyoto, Osaka, Fukuoka, and Sapporo – and overlook the lesser-known, often rural, cities where a myriad of unique discoveries and cultural experiences also exist. Leveraging its hidden gem, Japan sees increasing foreign tourism in their lesser-known areas as a potential driver of further growth.
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Statistics show that most foreign tourists visit the top five cities/prefectures (Tokyo, Kyoto, Osaka, Fukuoka, and Sapporo) but much fewer visitors come to other areas. One possible reason behind this phenomenon is that tourists are not aware of the potential findings in these lesser-known areas.
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A large bulk of international tourists to Japan are in their 20s and 30s. A deeper understanding of the needs of these tourists or of the barriers they face when considering a visit to Japan will be essential to formulate a successful marketing strategy.
Rewards
The winning team of the final presentation will get rewards from the sponsors
Flight ticket - London-Tokyo
All members will a roundtrip economy ticket to fly between London and Tokyo, operated by ANA. The return date can be flexible on an availability basis.
Flight ticket - Tokyo-Local City
All members will be provided with domestic flight tickets between Tokyo and the city that the team chooses to focus on
Accomodation
3 days accommodation during the tour will be provided. 1 day in Tokyo, 2 days in the city you choose
Requirements
Eligibility
Currently enrolled in any programme at London Business School
Team Composition
Form up a team with 4~5 members with 2 or more genders and
at least 3 fluent languages
Attendance
More than half of the team members can join “in-person” final presentation on 1st December
Study Tour
Participation in study tour is mandatory, planned in Mid February. Cannot cancel the flights provided.
Application Process
1
Form a team
Form up a team with 4~5 members with 2 or more genders and at least 3 fluent languages on top of English
3
Selection Process
Only selected teams can participate in the Final Presentation. The applications will be reviewed by the leadership team of Japan Club and results will be announced early in the week starting 6th November (Mon).
5
Final Presentation
In-person presentation at Sammy Ofer Centre LT18-19 on 1st December (Fri).
The presentations will be assessed by 4 judges; 2 industry experts and 2 professors from London Business School.
As a requirement, more than half of the team members must attend the final presentation in person. See details on the information document for the fine print on participants who are currently on exchange.
6
Study Tour in Japan
After the final pitch, the judges will select one winning team to participate in the Study Tour (maximum four days). The winning team will have an opportunity to visit the local area(s) of its choice at the final pitch
Remarks
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Other expenses during the study tour in Japan will not be covered (ex: food, leisure, gifts)
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The winning team may extend their stay and have several days of free time after the study tour (at their own cost). However, they may only extend their stay until the end of February 2024. They may not extend their stay in Japan to overlap with the timing of Japan Trek .
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Participants may be exposed to the media (both Japanese and International) - please let us know as soon as possible if you have any concerns from a privacy perspective
Key Dates
18
Wed
Oct
Info Session / Launch
27
Fri
Oct
Early Bird deadline
3
Fri
Nov
Application deadline
5
Sun
Nov
1st Round result release
26
Sun
Nov
2nd Round deadline
1
Fri
Dec
Final Presentation
Mid February (TBA)
Study Tour to Japan
FAQ
Q1: Is this competition only for current LBS students?
Yes, this competition is open to all current LBS students from all programmes.
Q2: How many team will proceed to the final presentation?
10 teams maximum.
Q3: What will we do during the study tour if we win?
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You are going to visit the region you choose for your final pitch. As part of your tour, you will visit the local government and the ANA corporate office. Official details to be announced later.