Mikasa X-Ray Co., Ltd., a specialized manufacturer with a 100-year history, has been delivering world-class portable X-ray units since 1923. Their equipment is trusted in extreme environments worldwide, from Mt. Everest to SpaceX rockets.

Recognizing the need to strengthen their domestic presence, Mikasa X-Ray sought a partner to spearhead their Japanese market expansion by transforming their exhibition processes. This led to a successful collaboration with ISB Marketing, resulting in a breakthrough performance at their latest trade show.

Industry

Medical Device Manufacturing

Challenges faced by Mikasa X-Ray

Low Domestic Awareness: Despite a strong international brand, penetration in the Japanese market remained insufficient.

Ineffective Exhibitions: Specialized trade shows were treated as one-off events rather than strategic opportunities for market expansion.

Disjointed Operations: Lack of standardized processes led to operational inefficiencies and reliance on specific individuals.

Strategies Implemented by ISB Marketing

Strategic Exhibition Overhaul: Transformed trade shows from one-off events into a structured market expansion engine by standardizing the entire workflow—from planning to lead nurturing.

Frameworks for Market Entry: Introduced original frameworks for concept design and objective goal-setting to align the team’s focus on domestic growth.

Execution-Led Training: Delivered customized, field-oriented programs and proactive On-the-Job Training (OJT) to build a self-sustaining marketing organization.

Results

500+ Leads from First Solo Booth:Secured a record-breaking number of leads in their first independent exhibition, establishing a powerful new engine for domestic growth.

Standardized Sales Pipeline: Replaced ad-hoc tasks with a reproducible system, ensuring high-quality lead generation and follow-up regardless of personnel.

Proactive “Winning Team”: Evolved from an operational support group into a strategic team that proactively identifies and captures market opportunities.

Client Testimonials

“The deciding factor was ISB Marketing’s hands-on support and their ability to tailor programs to our specific goals. Their deep expertise in Japan’s B2B tech landscape and manufacturing sector made them an ideal partner for our expansion.”- Ms. Wu, Senior Managing Director, Mikasa X-Ray Co., Ltd.
“ISB Marketing’s guidance and OJT was incredibly practical and helpful in turning a single event into a continuous success.”- Mr. Nakanishi, Executive Assistant, Mikasa X-Ray Co., Ltd.

Mikasa X-Ray Co., Ltd.

For over a century, Mikasa X-Ray has provided high-quality portable X-ray solutions globally. Their mobile units are indispensable in modern medicine, used widely in disaster relief, home healthcare, and veterinary medicine.
https://www.mikasax-ray.com/