1. How Rakuten is planning
to run their entire
business in English?
S1170048
Susumu Ito

2. Contents
● What is rakuten
● Type of business
● Strategy of their company
● Reference

3. What is rakuten?
● Rakuten operates and manages business to
consumer electronic commerce site, Rakuten
Ichiba, and consumer to consumer auction site,
Rakuten Freemarket.
●Its business is centered in Japan, although it has
began international expansion through
acquisitions.

4. What is rakuten?
● The company was founded in February 1997.
Rakuten Shopping Mall started operations in May
the same year.
● In June 1999, changed its name to Rakuten, Inc.
In June 2004 it was the second ranked site in
Japan as measured by unique audience.

5. Type of business
● E-Commerce Marketplace, managing Japan's
largest online retail marketplace.
●Credit and Payments, offering personal
consumer credit services including consumer loan
card payment and loans
●Portal and Media, managing portal sites—which
act as the gateway to the internet—and
performing other activities

6. Type of business
● Travel, operating hotel booking and other travel-
related websites and providing other services.
●Securities, providing services such as online
securities brokerage.
●Professional Sports, managing a professional
baseball team, planning and selling related
merchandise and performing other activities.

7. Strategy of their company
● As they deploys operations in 27 countries and
areas, they will implement our business plan in a
strategic manner by taking into consideration such
factors as Internet or EC penetration ratio and
competitive status in the target markets.
● Their strategy will be to enter the market through
an EC business like Rakuten Ichiba and expand
their operations into travel, finance, and other
service areas.

8. Strategy of their company
● They needs to implement this thorough
information sharing on a global scale.
●They aims to be the world's best Internet
Services Company, the initiative of using English
as the official language of the group is one small
but critical step required.

9. Strategy of their company
●They provide around 40 services encompassing
EC, travel, banking, and securities business.
● These services have closely shared information
on successful business models, web designs, and
marketing best practices so that the entire
Rakuten Group can continually raise service
levels and improve customer satisfaction.

10. Reference
● Rakuten's all-English edict a bold move, but
risky too
http://www.japantimes.co.jp/text/nn20100716f1.html
● Rakuten
http://en.wikipedia.org/wiki/Rakuten
● Rakuten business models
http://global.rakuten.com/careers/business/global/me