Based on the conditions faced by Kenko USA, it is imperative to adopt corresponding measures to solve the existing problems. Therefore, the marketing theory of 4Ps, a common analytical tool that classifies variables about the situation into certain types-product, price, place, promotion, can be properly applied to study this case 3. 1 Product analysis Rice cracker, also known as Senbei, is a kind of savory snack that are sometimes sweet Compared to other brands, Kenko's products have two relative merits: healthy concept and unique flavor. Gluten-free ingredients of Kenko's rice crackers perfectly cater to groups who are health and fitness concerned. Moreover, the unique flavor could better differentiate itself from numerous brands of snack and become popular among the younger generation. As a result, using consumer psychology and spearheading them as the consumer group could better expand the influence. For example in China, " Guliguli, a kind of drink that used to be popular over the past few years created a completely new type of beverage by using grain as its main ingredient. Instead of focusing solely on its advantages, Kenko USA should notice the fact that unfamiliar wasabi flavor easily declines Americans'willingness to buy. What s worse, the lack of English brand name and instructions on the package also reduce the customers' purchasing propens 3.2 Price analysis Due to the increasing popularity of on-the-go" lifestyles, americans are searching for snacks to fill their stomach between meals, which creates a huge demand for snack production. According to statistics, over 3000 new types of snacks were introduced in the U.S. in 2016. Great demand has consequently brought huge market growth. Among such a competitive industry, positioning Kenko USA itself as a premium snacks producer is quite necessary. Superior quality and medium-price are two main characteristics of premium snack. The assumption that price is the key factor for consumers no longer applies to modern society. In fact, global Premiumization Report found that 40% of shoppers said they expect to pay a premium for healthy and functional snacks. Health is 2惠尔康公司/ Huierkang Company," Company Overview"htt:/ vww hek. cn/ about2113htm, accessed november2018 2 FMCG AND RETAIL, "Individual Snacking Categories On the Rise In the U. S, "November 22, 2017, Nielsen Newswire https://www.nielsen.com/us/en/insights/news/2017/individual-snacking-categories-on-the-rise-in-the-us.htmlaccessed November 2018 3joHnOwen.,"uSSaltySnacksMarketReport"fooDandDRink(march2018),MintelResearch,inc.,https://Store.mintel.com/us- salty-snacks-market-report, accessed November 2018 Joanna Parman,"When It Comes to Snacks, Premium Is More Than Price, August 30, 2018, Nielsen Newswire, https://www.nielsen.com/us/en/insights/news/2018/perspectives-when-it-comes-to-snacks-premium-is-more-thar accessed November 20183 Based on the conditions faced by Kenko USA, it is imperative to adopt corresponding measures to solve the existing problems. Therefore, the marketing theory of 4Ps, a common analytical tool that classifies variables about the situation into certain types—product, price, place, promotion, can be properly applied to study this case. 3.1 Product analysis Rice cracker, also known as Senbei, is a kind of savory snack that are sometimes sweet. Compared to other brands, Kenko’s products have two relative merits: healthy concept and unique flavor. Gluten-free ingredients of Kenko’s rice crackers perfectly cater to groups who are health and fitness concerned. Moreover, the unique flavor could better differentiate itself from numerous brands of snack and become popular among the younger generation. As a result, using consumer psychology and spearheading them as the consumer group could better expand the influence. For example in China, “Guliguli”, a kind of drink that used to be popular over the past few years, created a completely new type of beverage by using grain as its main ingredient1 . Instead of focusing solely on its advantages, Kenko USA should notice the fact that unfamiliar wasabi flavor easily declines Americans’ willingness to buy. What’s worse, the lack of English brand name and instructions on the package also reduce the customers’ purchasing propensity. 3.2 Price analysis Due to the increasing popularity of “on-the-go” lifestyles, Americans are searching for snacks to fill their stomach between meals, which creates a huge demand for snack production2 . According to statistics, over 3000 new types of snacks were introduced in the U.S. in 20163 . Great demand has consequently brought huge market growth. Among such a competitive industry, positioning Kenko USA itself as a premium snacks producer is quite necessary4 . Superior quality and medium-price are two main characteristics of premium snack. The assumption that price is the key factor for consumers no longer applies to modern society. In fact, global Premiumization Report found that 40% of shoppers said they expect to pay a premium for healthy and functional snacks. Health is 1 惠尔康公司/Huierkang Company, “Company Overview,” http://www.hek.cn/about_21_13.htm, accessed November 2018. 2 FMCG AND RETAIL, “Individual Snacking Categories On the Rise In the U.S,” November 22, 2017, Nielsen Newswire, https://www.nielsen.com/us/en/insights/news/2017/individual-snacking-categories-on-the-rise-in-the-us.html, accessed November 2018. 3 John Owen.,”US Salty Snacks Market Report,” Food and Drink (March 2018), Mintel Research, Inc., https://store.mintel.com/us￾salty-snacks-market-report, accessed November 2018. 4 Joanna Parman, “When It Comes to Snacks, Premium Is More Than Price,” August 30, 2018, Nielsen Newswire, https://www.nielsen.com/us/en/insights/news/2018/perspectives-when-it-comes-to-snacks-premium-is-more-than-price.html, accessed November 2018