Case Questions

$4-18.$ AFLAC introduced the AFLAC duck in the U$.$S$.$ market to build brand awareness there. However, AFLAC's brand awareness is high in Japan. Should AFLAC use the same advertising campaign in Japan as it does in the United States? Is there any value to having identical advertising in both markets? Having introduced the maneki neko duck in Japan, should it now introduce it in the U$.$S$.$ market as well?

$4-19.$ How important is it for AFLAC to adapt its business practices to the Japanese way of doing things?

Should AFLAC act more Japanese or more American in doing business in Japan?

$4-20.$ AFLAC built its dominant position in the Japanese supplemental insurance market because Japanese regulators actively discouraged new entrants into this market. The Financial Big Bang policy now encourages new entrants into the supplemental

insurance market. What has AFLAC done to protect its market position? What else can AFLAC do$?$

$4-21.$ AFLAC is a rarity among U$.$S$.$ companies inasmuch

as the Japanese market accounts for more than $75$ percent of its business. Does this reliance on the Japanese market create any special challenges for AFLAC? Does it present any unique opportunities for the company?