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After this setback McDonalds realised that a relationship with local businesses or organisations with local knowledge was necessary and worked with businessman Den Fujita who made McDonalds Japan a great success. TRU followed suit and made a strategic alliance with Den Fujita, as he appeared to be the only business leader who had succeeded in bringing foreign retail business into the restrictive market. With very restrictive laws on the size of retail outlets in Japan, this alliance would prove useful in order to build the large TRU warehouse's that were part of the TRU brand.
It was important to TRU to enter the Japanese market keeping their brand image intact and business models aligned with those used in every other market they operated in...
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