Marketing Strategies for Japanese Industry within the U.S. Animation Market
George Terunao Itagoshi

Abstract
Japanese-made commercial animation is often called ANIME in the United States and Europe. Its beginnings go as far back as Astro Boy which debuted on NBC in 1963 in the United States. After that, Anime was increasingly introduced in the United States through the years. Thus, Pokémon became a mass success in the U.S. and this has lead Japanese studios to believe they can tap in to the U.S. mass market. Since 2003 Japanese Anime sales have declined although the number of attendees of Anime conventions has increased each year. By exposing Japanese Anime to the U.S market - we will analyze the current competitive market. In order to analyze both business behaviors, we have to understand both markets and their competitive advantage or the uniqueness of their characteristics. To compete in this commercial segment – the strategies and routes to survive this competition. The ultimate goal being to understand Anime’s competitive position within the market segments to strategize.

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