Value innovation in export marketing strategy: The case of a Canadian firm in Japan

Abstract

"Maple Leaf Foods Inc. maintains a market leadership in Canada for its food processing and export business and sustains its relatively high growth. MLF has an innovative approach to strategy as it reduces head-to-head competition with other major pork exporters in Japan and raises its premium image with an innovative food safety program. MLF is creating a new market segment in Japan's pork market by positioning itself between the domestic premium segment and the import commoditized segment and attracting consumers who are interested in both brand and price. This article illustrates how MLF innovates value in a competitive marketplace, using Kim and Mauborgne's blue ocean strategy framework.