ABSTRACT
This chapter explains how firms approach Islamic markets were analysed from a strategic perspective. It is certainly hoped that decision-makers will see more than the grain or the tip of the iceberg when they approach Islamic markets. Okinawa's Chamber of Commerce is the latest contestant in the Islamic marketplace. To support its efforts to benefit from the unfolding massive Halal market it has set up a strategic initiative that is rather simplistic and patronizing in its approach, something hardly typical of a Japanese strategy. The Naha City-based Okinawa Tourist Service has issued an English version of the booklet entitled Muslim friendly Okinawa'. Creating an attractive tourist destination requires necessary services and institutions to be put in place: from visa processing to airport check-in/checkout, from restaurants that cater to Muslims, to hotels, entertainment venues and activities, and so on. So far most of these seem to be lacking in the Japanese drive towards the Islamic markets.
