Day 044 - 02 Nov 94 - Page 24

     
     1        we have a Chairman who is Mr. Quinland.
     2
     3   MR. MORRIS:  "'Japan was really the acid test', Turner
     4        says. 'After that we realized that the American menu could
     5        fly abroad and that modifications were not needed or at
     6        best would be minor.'
     7
     8        "But Fujita was careful to make marketing modifications
     9        that were needed for an American retailing concept to
    10        succeed in Japan.  He made it clear McDonald's Japan was
    11        run by the Japanese.  He was quick to advertise on
    12        television, and he made certain that the spots had a
    13        Japanese flavor.  Convinced that McDonald's would have
    14        better luck selling the new hamburger product to Japan's
    15        youth, he aimed virtually all his advertising at children
    16        and young families.  'The eating habits of older Japanese
    17        are very conservative,' he explains. 'But we could teach
    18        the children that the hamburger was something good.'"
    19
    20        You said before that the statement that was made before by
         Fujita was something that you think he would say, although
    22        you felt it was a joke.  Does that all seem like something
    23        which-----
    24
    25   MR. JUSTICE BELL:  Why not ask directly first whether he knows
    26        if Mr. Fujita said that and, if he says "yes", there we
    27        are; if Mr. Green says "no", then ask the question which
    28        you are asking.
    29
    30   MR. MORRIS:  (To the witness) Do you know if he said that?
    31        A.  No.  I have not heard Mr. Fujita express in these
    32        terms.
    33
    34   Q.   But you probably have heard a lot of things from
    35        Mr. Fujita.  Does this summary here of how McDonald's in
    36        Japan was able to successfully market its core products, as
    37        opposed to diversifying, does that seem a reasonable
    38        explanation?
    39        A.  This was before----
    40
    Q.   This was before your time, was it?
    42        A.  This was well before I visited McDonald's in Japan.
    43
    44   Q.   You have never to talked to Den Fujita about how he managed
    45        to establish McDonald's at Japan?
    46        A.  No.
    47
    48   Q.   It was never discussed at an international strategy
    49        marketing meeting, in terms of Japan being "the acid test"
    50        for developing into other countries? 
    51        A.  I cannot remember it being described in that manner. 
    52 
    53   Q.   Do you, in your international strategy meetings, discuss
    54        the experience of various countries and learn from them?
    55        A.  Yes, we do.
    56
    57   Q.   You have never discussed Japan, for example?
    58        A.  Japan, as to what they are doing at this current time,
    59        yes, we discuss that.  As to how they introduce the product
    60        into Japan, no, I have not been in a meeting where it has