CASE STUDY Teraoka Seiko Co., Ltd. The Customer Since its founding in 1934, Teraoka Seiko Co., Ltd has been involved in manufacturing, selling, and maintaining automatic spring scales, electronic scales, meters, label printers, point-of-sale (POS) systems, recycling machines, and other equipment. Its products are mainly used by customers in food- processing and by food retail business such as supermarkets. Instead of simply following market needs and manufacturing and selling products, the company develops products that uncover new demand. It considers the building of new markets a necessary condition for its business survival and continues to challenge itself in creating new needs and new markets. The Challenge Teraoka Seiko operates in 49 locations around the world, with 13 group

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