Difficulty acquiring new customers for mass-market products and delays in establishing the customer acquisition function
First written in FY2022-Q3. 1 of 3 entries say "Softened", first in FY2023-Q1. Latest entry: FY2023-Q2.
The whole theme swung hardest in 2026: 2 of 6 companies on the "Worse" side.
11 other companies' latest entry also says "Restated".
- FY2023-Q2RestatedAnnual report
「The company had combined its niche-top strategy of securing a dominant share in niche markets with a strategy of securing a share of mass markets. Following a fresh review of current conditions and its strengths, however, it is again pursuing the niche-top strategy in which it excels from the current consolidated fiscal year.」
Against a backdrop of difficulty acquiring customers for mass-market products, the company has again confirmed, as it did in the previous quarter, its intention to shift emphasis back to its niche-market leadership strategy. - FY2023-Q1SoftenedAnnual report
「The company had combined its niche-top strategy of securing a dominant share in niche markets with a strategy of securing a share of mass markets. Following a fresh review of current conditions and its strengths, however, it is again pursuing the niche-top strategy in which it excels from the current consolidated fiscal year.」
Against a backdrop of difficulty acquiring customers for mass-market products and delays in establishing customer acquisition capabilities, the company reduced the emphasis on its conventional mass-market strategy and changed direction to resume pursuing its niche-market leadership strategy. - FY2022-Q3First statedAnnual report
「The number of new customers acquired for mass-market products is below expectations. The company recognizes that the measures and methods for acquiring new customers differ between its conventional products for niche markets and products for mass markets. Although it had been preparing its customer acquisition organization and initiatives based on this difference, these preparations have taken longer than expected.」
New customer acquisitions for mass-market products are below expectations, and establishing the customer acquisition organization and preparing initiatives to support acquisition methods different from those used for niche products have taken longer than expected.