ABSTRACT
Global network of sales companies in each of the continents, in line with many Japanese manufacturers, OKI decided to establish a base in Europe to supply an ever-increasing market and also to offset the rising yen. To achieve this, OKI (UK) Ltd was setup in 1987 as a printer manufacturer. The first plant outside Japan, its purpose was essentially commercial rather than part of an overall strategy. A key reason for this plant was the recognition that the market responsiveness and flexibility that could be offered was going to be increasingly important. Key issues, which includes recruitment, flexibility, motivation, and communication. A strategy was then developed for each element and a more extensive list of 'messages' was drawn up which sought to define the culture within the plant and how the company should try to present itself to the outside world. The 'messages' were divided into internal and external.
