Virza Yuniar Rika Permatasari Brand Tust Of FP Corporation
COMPANY VISIT TO FP CORPORATION JAPAN
PAPER REVIEW
“The Brand Trust Of FP Corporation Product”
VirzaYuniar
Rika Permatasari.E
120820150557
120820150547
MAGISTER MANAJEMEN
FAKULTAS EKONOMI BISNIS
UNIVERSITAS PADJADJARAN
BANDUNG
2016
A. Company Profile
FP Corporation is the number one maker of food containers used for items such as perishable
pre-cooked food and bento lunch boxes sold at supermarkets, groceries, and other stores.
With products having superior design and functionality and the ability to anticipate market
changes and propose new products accordingly, FP Corporation will continue to contribute to
Japan's dietary life and development of culinary culture.
FPCO Corporate Power is Fully utilizing an infrastructure network that covers all of Japan with a
supply chain management system (SCM) at its core and by organically connecting our
development capability, purchasing power, manufacturing capacity, distribution power,
recycling, and information networks at a higher level to speed up our cultivated resources and
intra-group cooperation, FPCO aims to further improve service levels.
FP Corporation Philosophy is “creating superior product at competitive price and delivering them
to our clients when they need them”.
B. The FP Corporation Product
1. Product development that meets market changes and customer needs
To support food diversification and quickly capture market changes and customer needs, FP
Corporation promotes trend creating product development that pursues "environment, security,
safety, and health" based on the management philosophy "customer first".
Many uses and functions are now demanded of food containers. In the past, food containers
used as a tool for dividing and carrying ingredients from selling places to the home were
predominantly white in color.
FP Corporation made food containers more fashionable by manufacturing and selling the first
ones with different colors and patterns in Japan.
These days, designs and functions have evolved so that food containers are not only used to
decorate foods in fridge cases at supermarkets but also to function as serving dishes for
decorating the dining table.
Furthermore, progress with food containers is also contributing in light of the rapid spread of the
culinary culture of "HMR" (home meal replacement) where pre-cooked food is eaten in the
home.
To promote this kind of product development, at FP Corporation we continue to install and
update our state of the art facilities and work on comprehensive technological innovations such
as weight reduction, and development of new functions and materials.
Going forward, we will increase the development speed of new products that meet customer
needs, such as high quality products with added value and low cost products that maintain
quality and function, to contribute to the development of Japan's dietary life and culinary culture.
2. Reasons why foamed polystyrene trays are environmentally friendly
The main raw material is air.
Foamed polystyrene trays are made of 5% to 10% polystyrene resin and 90% to 95% air. The
raw material for polystyrene resin is oil, but very little is used and the amount of oil used in
manufacturing foamed polystyrene trays is only about 0.04% of the total amount of oil used. In
other words, it may be said that foamed polystyrene trays are made using less resources than
any other type of container made from oil.
Recyclable using a small amount of energy
Of all the different types of plastic, foamed polystyrene trays are easy to separate out. Foamed
polystyrene trays are also made of a single material, and this makes material recyclable
because products can be returned to the raw ingredient state and reused as a raw material.
Material recycling allows precious resources to be repeatedly recycled thus reducing the burden
on the environment. Other major merits are that little energy is required for recycling and no
toxic substances are emitted. Foamed polystyrene trays are very environmentally friendly.
No use of Freon gas
Freon gas as used in manufactured products and manufacturing processes is a greenhouse gas
which causes depletion of the ozone layer.
FP Corporation stopped using Freon gas in December 1987 before national regulations were
implemented, making us one of the first in the industry to do so.
C. Certification Of Standard For Quality Management Systems
For the purpose of delivering products to our customers and consumers which they can feel
secure about using, Kasaoka Plant, Kanto Shimodate Plant, and Kinki Kameoka Plant have
acquired certification in accordance with ISO 9001, the international standard for quality
management systems.
This has resulted in such benefits as the clarification of responsibility and authority within the
factory, the standardization of duties, improved education and training content, improved
manufacturing technology, and improved employee motivation. Furthermore, besides
manufacturing products that our customers can feel secure about using, there is also the added
benefit that increased efficiency reduces the load on the environment.
ISO 9001 standard certification certificate
Accrediting body：UKAS
Certifying body：BureauVeritas Japan Co., Ltd.
C. What is Brand Trust ?
According to Chaudhuri and Holbrook (2001: 82), brand trust can be interpreted as the
willingness of customers to rely on the ability of branding to perform its stated function .
D. How FP Corporation Build The Brand Trust FromCustomers?
1. We reliably deliver the packing materials and consumables required by our customers
As well as the products we manufacture ourselves, FPCO Group also procures and sells
packing materials and consumables such as shopping bags and plastic bags, wraps, and
chopsticks.
FP Trading Co., Ltd. handles more than 100,000 types of packing materials and consumables
obtained from as many as 600 suppliers. The specifications of each individual item are
managed in our independent database so we can propose the optimal product for the
requirements of our customers.
Furthermore, we can utilize the group's distribution network and the small lot distribution centers
operated by I-Logic Co., Ltd to deliver the packing materials and consumables required by our
customers in small lots in a planned manner.
Also, by employing our state of the art distribution system, we can pack our own products
together with supplied products for effective packing. We are also working to improve customer
satisfaction with regard to delivery and receipt of shipments.
2. Many consumers FP Corporation who have believed and continue to wear the FP
Corporation products because the product is effective, efficient, and secure its benefits have
dibukti through the ISO 9001 standard certification certificate. Consumers do not hesitate to use
the recycling containers repeatedly.
Based
on
group
management
and
strategy, FPCO's goal is
to create a system that
provides better products
and better services to our
customers
more
effectively.
In addition to its
recycling system to reduce waste problems that exist in the country of Japan, and it can be
applied in Indonesia that conditions are still problems with garbage.
3. According to Chaudhuri and Holbrook (2001: 82), brand trust can be interpreted by:
1. Performace Competence (The ability of the brand in keeping promises and meet the users
with the output will increase customers' confidence in the brand (Li et al., 2007: 39)).
It can be seen from the variety of products offered with good quality offers by the
company. The company always try to fulfilment of customer satisfaction that is
increasingly well as the various innovations made. So this company had some awards
obtained by the company as a good brand and recognized, they are :
1. 1st Minister of the Environment Award for Promotion of 3R Practices in
Containers and Packaging (product category)
2. Gold Prize at the 2010 Eco Mark Awards
3. Eco First Commtment Certification
2. Benevolent Intention (Customer satisfaction in which customers are increasingly confident
about the brand so that customers will tend to choose the brand and do not switch to the
other brands (Li et al., 2007 : 39)).
It can be seen by the security of the products used are guaranteed and using the
friendly materials.
References
Chaudhuri, A., & Holbrook, M. B. (April, 2001). The Chain of Effects from Brand Trust and
Brand Affect to Brand Performance: The Role of Brand Loyalty. Journal of
Marketing, 65,81-93.
http://www.fpco.jp/en/en_csr.html
PAPER REVIEW
“The Brand Trust Of FP Corporation Product”
VirzaYuniar
Rika Permatasari.E
120820150557
120820150547
MAGISTER MANAJEMEN
FAKULTAS EKONOMI BISNIS
UNIVERSITAS PADJADJARAN
BANDUNG
2016
A. Company Profile
FP Corporation is the number one maker of food containers used for items such as perishable
pre-cooked food and bento lunch boxes sold at supermarkets, groceries, and other stores.
With products having superior design and functionality and the ability to anticipate market
changes and propose new products accordingly, FP Corporation will continue to contribute to
Japan's dietary life and development of culinary culture.
FPCO Corporate Power is Fully utilizing an infrastructure network that covers all of Japan with a
supply chain management system (SCM) at its core and by organically connecting our
development capability, purchasing power, manufacturing capacity, distribution power,
recycling, and information networks at a higher level to speed up our cultivated resources and
intra-group cooperation, FPCO aims to further improve service levels.
FP Corporation Philosophy is “creating superior product at competitive price and delivering them
to our clients when they need them”.
B. The FP Corporation Product
1. Product development that meets market changes and customer needs
To support food diversification and quickly capture market changes and customer needs, FP
Corporation promotes trend creating product development that pursues "environment, security,
safety, and health" based on the management philosophy "customer first".
Many uses and functions are now demanded of food containers. In the past, food containers
used as a tool for dividing and carrying ingredients from selling places to the home were
predominantly white in color.
FP Corporation made food containers more fashionable by manufacturing and selling the first
ones with different colors and patterns in Japan.
These days, designs and functions have evolved so that food containers are not only used to
decorate foods in fridge cases at supermarkets but also to function as serving dishes for
decorating the dining table.
Furthermore, progress with food containers is also contributing in light of the rapid spread of the
culinary culture of "HMR" (home meal replacement) where pre-cooked food is eaten in the
home.
To promote this kind of product development, at FP Corporation we continue to install and
update our state of the art facilities and work on comprehensive technological innovations such
as weight reduction, and development of new functions and materials.
Going forward, we will increase the development speed of new products that meet customer
needs, such as high quality products with added value and low cost products that maintain
quality and function, to contribute to the development of Japan's dietary life and culinary culture.
2. Reasons why foamed polystyrene trays are environmentally friendly
The main raw material is air.
Foamed polystyrene trays are made of 5% to 10% polystyrene resin and 90% to 95% air. The
raw material for polystyrene resin is oil, but very little is used and the amount of oil used in
manufacturing foamed polystyrene trays is only about 0.04% of the total amount of oil used. In
other words, it may be said that foamed polystyrene trays are made using less resources than
any other type of container made from oil.
Recyclable using a small amount of energy
Of all the different types of plastic, foamed polystyrene trays are easy to separate out. Foamed
polystyrene trays are also made of a single material, and this makes material recyclable
because products can be returned to the raw ingredient state and reused as a raw material.
Material recycling allows precious resources to be repeatedly recycled thus reducing the burden
on the environment. Other major merits are that little energy is required for recycling and no
toxic substances are emitted. Foamed polystyrene trays are very environmentally friendly.
No use of Freon gas
Freon gas as used in manufactured products and manufacturing processes is a greenhouse gas
which causes depletion of the ozone layer.
FP Corporation stopped using Freon gas in December 1987 before national regulations were
implemented, making us one of the first in the industry to do so.
C. Certification Of Standard For Quality Management Systems
For the purpose of delivering products to our customers and consumers which they can feel
secure about using, Kasaoka Plant, Kanto Shimodate Plant, and Kinki Kameoka Plant have
acquired certification in accordance with ISO 9001, the international standard for quality
management systems.
This has resulted in such benefits as the clarification of responsibility and authority within the
factory, the standardization of duties, improved education and training content, improved
manufacturing technology, and improved employee motivation. Furthermore, besides
manufacturing products that our customers can feel secure about using, there is also the added
benefit that increased efficiency reduces the load on the environment.
ISO 9001 standard certification certificate
Accrediting body：UKAS
Certifying body：BureauVeritas Japan Co., Ltd.
C. What is Brand Trust ?
According to Chaudhuri and Holbrook (2001: 82), brand trust can be interpreted as the
willingness of customers to rely on the ability of branding to perform its stated function .
D. How FP Corporation Build The Brand Trust FromCustomers?
1. We reliably deliver the packing materials and consumables required by our customers
As well as the products we manufacture ourselves, FPCO Group also procures and sells
packing materials and consumables such as shopping bags and plastic bags, wraps, and
chopsticks.
FP Trading Co., Ltd. handles more than 100,000 types of packing materials and consumables
obtained from as many as 600 suppliers. The specifications of each individual item are
managed in our independent database so we can propose the optimal product for the
requirements of our customers.
Furthermore, we can utilize the group's distribution network and the small lot distribution centers
operated by I-Logic Co., Ltd to deliver the packing materials and consumables required by our
customers in small lots in a planned manner.
Also, by employing our state of the art distribution system, we can pack our own products
together with supplied products for effective packing. We are also working to improve customer
satisfaction with regard to delivery and receipt of shipments.
2. Many consumers FP Corporation who have believed and continue to wear the FP
Corporation products because the product is effective, efficient, and secure its benefits have
dibukti through the ISO 9001 standard certification certificate. Consumers do not hesitate to use
the recycling containers repeatedly.
Based
on
group
management
and
strategy, FPCO's goal is
to create a system that
provides better products
and better services to our
customers
more
effectively.
In addition to its
recycling system to reduce waste problems that exist in the country of Japan, and it can be
applied in Indonesia that conditions are still problems with garbage.
3. According to Chaudhuri and Holbrook (2001: 82), brand trust can be interpreted by:
1. Performace Competence (The ability of the brand in keeping promises and meet the users
with the output will increase customers' confidence in the brand (Li et al., 2007: 39)).
It can be seen from the variety of products offered with good quality offers by the
company. The company always try to fulfilment of customer satisfaction that is
increasingly well as the various innovations made. So this company had some awards
obtained by the company as a good brand and recognized, they are :
1. 1st Minister of the Environment Award for Promotion of 3R Practices in
Containers and Packaging (product category)
2. Gold Prize at the 2010 Eco Mark Awards
3. Eco First Commtment Certification
2. Benevolent Intention (Customer satisfaction in which customers are increasingly confident
about the brand so that customers will tend to choose the brand and do not switch to the
other brands (Li et al., 2007 : 39)).
It can be seen by the security of the products used are guaranteed and using the
friendly materials.
References
Chaudhuri, A., & Holbrook, M. B. (April, 2001). The Chain of Effects from Brand Trust and
Brand Affect to Brand Performance: The Role of Brand Loyalty. Journal of
Marketing, 65,81-93.
http://www.fpco.jp/en/en_csr.html