Japan, land of opportunity
Japan today offers many opportunities for foreign companies. How to capitalize on this new market?
Despite the Asian recession, the Japanese market continues to offer high potential. Indeed, the economic shock wave that rolled through Asia has considerably facilitated access to the Japanese market. Another good reason to tackle the Japanese market is that this country is the gateway to an even bigger market—Asia.
Three new opportunities facilitate foreign entry into the Japanese market:
– Japanese consumers have evolved, and now behave more like Westerners;
– Protectionist regulations have eased;
– The distribution system has become more accessible to foreign corporations.
Success in Japan means adapting marketing policy to new marketing conditions.
This entails:
– Positioning with new consumer segments;
– Frequently launching innovative products;
– Adapting market research techniques;
– Finding subtle ways to play on price;
– Employing every available means to reach consumers;
– Building a strong brand.
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