Iwamura Brewery 2023

アブストラクト

Mitsuteru Watarai-san, the CEO of Iwamura Brewery faces a strategic dilemma to address the business issues in 2023. As the seventh-generation family business successor, Watarai-san has to navigate a landscape marked by rapid socio-economic changes, evolving consumer trends, and the aftermath of global disruptions like the COVID-19 pandemic. Founded in 1787, Iwamura Brewery has a rich legacy of producing premium sake. However, Japan's demographic shifts, especially an aging population and changing tastes among younger consumers, pose challenges to the traditional sake market. Watarai-san has to undertake the brewery's strategic responses, including technological adoption in sales, exploring international markets, and diversifying its product range to include modern, innovative offerings while preserving the essence of traditional sake brewing. Watarai-san faces the daunting task of steering the brewery towards a sustainable future while maintaining its cultural and historical significance. The challenges extend beyond immediate business strategies to encompass the delicate issue of succession planning. Options range from continuing the family lineage, considering a sale or merger, or introducing external leadership, each path offering distinct implications for the legacy and future of Iwamura Brewery. Amidst these challenges, Watarai-san must also lay the groundwork for the organization's future, ensuring its adaptability and relevance. This case presents a narrative of tradition versus innovation, cultural heritage versus market demands, and the complexities faced by Watarai-san in managing a historic family-owned business in a dynamic environment. It offers insights into strategic decision-making, balancing historical values with modern business practices, and the nuances of a company deeply rooted in Japan’s culture.

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