Enhancing Market Performance for a Japanese SaaS Company

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Case Study: U.S. Market Performance - Bridge Intercultural Consulting


A Japanese SaaS (Software as a Service) company in the travel industry aimed at American customers faced significant challenges in aligning its business with the expectations and behaviors of the U.S. market. Lacking native insights into American consumer trends and marketing strategies, the company struggled with inefficiency, poor U.S. market understanding, and unclear strategic direction. Bridge Intercultural, a leading cross-cultural integration and organizational performance consulting firm, provided its expertise through a comprehensive marketing audit, SWOT analysis, and U.S. market research, which led to notable improvements in business performance, marketing strategies, and user base engagement within the U.S. market.


The client struggled to connect and engage with their target audience effectively: the American market. This was clear in several key areas:

  • An absence of native-level insight into American marketing strategies and consumer behaviors severely limited their ability to market effectively
  • A lack of understanding regarding U.S. consumer trends and no existing business plan contributed to a lack of strategic direction
  • Process inefficiencies and inadequate customer research and market knowledge compounded these challenges, hindering growth and market penetration efforts


Understanding the client’s various challenges, we created a customized solution that involved:

  • Marketing Audit: A thorough evaluation of the client’s social media presence, content quality, website and SEO practices, and overall engagement across multiple platforms. This audit identified inconsistencies and areas lacking alignment with American consumer expectations.
  • SWOT Analysis: Conducting a Strengths, Weaknesses, Opportunities, and Threats analysis provided crucial insights into the internal and external factors affecting the client’s market position.
  • Market Research: Detailed research into public perception of the company, identification of what resonated with American consumers versus what fell flat, and development of detailed client avatars to guide future marketing and product development strategies.
  • Strategic Planning: Based on our findings from the marketing audit, SWOT analysis, and market research, we crafted a comprehensive strategy plan that was tailored to the client’s specific needs and challenges. This plan focused on enhancing conversions, building trust with American consumers, and laying down a sustainable business model for long-term success.


Our strategic solutions led to significant improvements for the client, including:

  • Streamlining of company operations, leading to enhanced efficiency and simplified processes.
  • A marked conversion rate increase, indicating better alignment with U.S. market expectations and consumer behaviors
  • Identification of weaknesses and areas requiring internal discussion and strategic redirection provided the client with clarity regarding their long-term company trajectory


This case study highlights how important it is for international startups to understand and meet the cultural and buying habits of their target market, especially when entering or expanding in the U.S. market. By analyzing the market carefully, planning strategically, and implementing these plans well, our client greatly improved how they engaged with U.S. customers, boosting their business and marketing results.

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