2nd Street 2022

Abstract

2nd STREET took the opportunity of raising awareness of sustainability among consumers and increased interest in second-hand products to run the reuse business. Given this favorable market situation, the company under the leadership of its president Arimichi Imaizumi could increase its sales, plan to strengthen its presence in the domestic market, and aim to expand the business globally by end of March 2023. Despite this fortune, Imaizumi had to deal with customers' criticism of the company's pricing model, unattractive discount program, and the clerks' services at the store. Therefore, Imaizumi had to focus on a business expansion plan while simultaneously improving the company's reputation. The arduous journey continued when the Covid-19 pandemic hit and disrupted the business globally. 2nd STREET had to figure out how to survive in the reuse business and strive for success.

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