Precise Marketing strategy of Sumitomo Corporation – with Company Overview

Updated on: Dec 14, 2022
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My name is Aditya Shastri and I have written this case study with the help of my students from IIDE's online digital marketing courses in India.

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In a previous article, we learned about the detailed Marketing Strategy of Brookfield. In this article, we are going to elaborate on the marketing strategy of Sumitomo corporation  – The largest worldwide Sogo shosha general trading company which is a diversified corporation.

The objective is to help you gain insights into how Sumitomo Corporation is ranked in the Fortune Global 500, an annual list compiled and published by US Fortune magazine, for 27 years, as one of the global companies leading the world’s development.

Subsequently, as you can see, the world is fully online now, and marketing is a part of a company’s DNA that can either make it or break it. If you are interested to know more about marketing then do check out IIDE’s Free MasterClass on Digital Marketing 101 by the CEO and founder of IIDE, Karan Shah.

We will learn the entire marketing strategy of Sumitomo by the end of this blog. Before we begin our deep dive, let’s begin with the company’s story, target audience and digital presence.

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About Sumitomo – 

marketing strategy of sumitomo - sumitomo corporation logo

Source – Wikipedia 

The Osaka North Harbour Co., Ltd.—the original name of Sumitomo Corporation—was established in December 1919 with the goal of managing real estate, reclaiming land, grading land, building harbour repairs, and other related tasks in the Osaka northern harbour area. 

Sumitomo Corporation offers services like Metal, Construction, Transportation, Infrastructure, Chemicals, Energy, Mineral resources, Food, and Consumer Goods.

With 111 locations in foreign nations/regions and 20 locations in Japan, Sumitomo Corporation (or “SC”) is a top Fortune 500 worldwide trade and commercial investment organisation.

Over 70,000 people work for the approximately 900 firms that make up the SC Group.

Using global networks, SC conducts commodity transactions across all industries. It also offers related customers a range of financing options, organises and coordinates a range of projects, and makes investments in businesses to foster their potential for growth.

Sumitomo Corporation Group collaborates closely with regional organisations, an initiative, and business units around the world to execute business activities in a variety of industries on a worldwide scale. We create new values by staying one step ahead in coping with changes and transcending current frameworks as a way to assist in resolving social issues. We do this by strategically and organically integrating our strong business foundation and our diverse, high-level functions.

It is a component of the TOPIX and Nikkei 225 stock indices and is traded on three different Japanese stock exchanges (Tokyo, Nagoya, and Fukuoka). The business is currently among the world’s top three sg sha companies.

Quick Stats

CEO Masayuki Hyodo
Area Served Worldwide
Industry General trading
Market Revenue $ 32.16 billion USD (FY 2013) (¥ 3,317 billion JPY) (FY 2013)
Vision Sustainably achieve strong growth and be perceived as one of the leading global innovation companies.
Tagline Enriching lives and the world


Marketing Strategy of Sumitomo Corporation –

We evaluate a lot of variables when planning an efficient marketing plan. So let’s start the marketing strategy of Sumitomo Corporation with its STP Analysis.

Segmentation, Targeting and Positioning

Sumitomo Corporation segments its business and services into 6 business fields – 

  • Metal Products
  • Transportation & Construction Systems
  • Infrastructure
  • Media & Digital
  • Living Related & Real Estate
  • Mineral Resources, Energy, Chemical & Electronics

Sumitomo Corporation targets various industries as it offers multiple services.

Sumitomo Corporation is positioned as a top Fortune 500 worldwide trade and commercial investment organisation in 111 locations in foreign nations/regions and 20 locations in Japan.

Marketing Campaigns 

Sumitomo Corporation does not use any kind of marketing campaign to promote its business.

Marketing campaigns can help you find new consumers and raise brand awareness. They also help you establish a reputation, engage customers, and tell your target market about your most recent goods and services. They are therefore critically necessary for any firm.

Sumitomo Corporation should put some effort into its marketing campaigns so that it can help to stay present in front of its potential customers and stay connected with the audience.

Social Media Marketing

  • Facebook – 2.2K
  • Twitter -154 

Sumitomo Corporation is not active on its social media and it is not present on many social media platforms. They have maximum followers on Facebook.

SEO Strategies

Marketing strategy of sumitomo - ubersuggest seo screenshot

Source – UberSuggest 

As for the SEO Standards, no. of keywords less than 500 is bad, more than 1000 is good and more than 10,000 is amazing as seen Sumitomo corporation has 45K+ organic keywords which are amazing. Sumitomo Corporation has monthly visits of around 128K + which is impressive as monthly traffic of around 20,000 is good.

Influencer Marketing

Sumitomo Corporation does not use any kind of influencer marketing. They should try influencer marketing as they are widespread in various fields.  There are many subsidiaries under this company but they do not use any influencer for the parent company i.e Sumitomo Corporation. 

Increased consumer engagement, the capacity to reach new audiences, and getting high-quality material you can repurpose across other marketing channels are just a few of the many advantages of using influencer marketing.

E-commerce Strategies

Sumitomo Corporation does not have any e-commerce strategy as the main company but its subsidiaries do use e-commerce strategies.

Through e-commerce, clients can select any good or service they desire from any vendor, anywhere in the globe. Compared to physical stores, your options are significantly more varied. And the ability to browse freely and without pressure is invaluable.

Mobile Apps

Sumitomo Corporation does not have any kind of mobile app as a parent company. But its subsidiaries do have some mobile apps.

Content marketing strategy

Sumitomo Corporation has some of the news releases published on its official website. They are not much active on social media. But they share about their business in various industries in detail on their website.

This brings us to the end of the marketing strategy of Sumitomo corporation.

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What’s unique about the marketing strategy of Sumitomo corporation?

Sumitomo Corporation is the parent company and has various subsidiaries. The marketing strategy of Sumitomo corporation is not as good as its subsidiaries. Other than a tat bit of social media, SEO Strategy and content marketing Sumitomo Corporation are not using any other kind of marketing strategy to promote the business.

The lack of marketing initiatives is the main issue Sumitomo Corporation is attempting to solve. Every business needs marketing to operate, and in the current climate, business is progressively moving online.

The importance of digital marketing to organisations today is highlighted by this case study, which explains why these companies are looking for digital marketers.

As a result, internet marketing is becoming more important. If you’re interested in learning more about the sector, check out IIDE’s Online Digital Marketing Courses and Post-Grad in Digital Marketing. How handy it is to select an online option if you have four months to learn and a postgraduate programme if you have around a year is one of the key advantages of choosing this course.

Marketing is one of the essential elements of every organisation and is now undergoing rapid transformation. Given the growing importance of digital marketing, understanding the issue is essential.

Our IIDE Knowledge portal has additional informative case studies if you like reading in-depth assessments of companies.

We value your interest in learning more about the marketing strategy of Sumitomo corporation. Feel free to share your ideas on this case study in the comments section below.

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Aditya Shastri

Lead Trainer & Head of Learning & Development at IIDE

Leads the Learning & Development segment at IIDE. He is a Content Marketing Expert and has trained 6000+ students and working professionals on various topics of Digital Marketing. He has been a guest speaker at prominent colleges in India including IIMs......[Read full bio]


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