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
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.
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
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?
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. 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)).
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)).
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.
