Leveraging Japan: Marketing to the New Asia

Leveraging Japan: Marketing to the New Asia

Leveraging Japan: Marketing to the New Asia

Leveraging Japan: Marketing to the New Asia

Synopsis

Japan's current shift from a manufacturing to a consumer economy is creating unprecedented opportunities for any company with the savvy to exploit this, the world's second largest market. Certainly, as the Japanese economy continues to rebound, more and more companies will continue to stake and build their presence there and use it as a springboard to enter other growing Asian markets. In Leveraging Japan, three leading authorities on market strategy and Japan present the new rules of Japanese marketing and discuss the evolution of other emerging Asian markets. These experts then share the same strategies that they've used to help American Express, Avon, Levi Strauss, and KFC, among other multinational companies, successfully establish a presence in Japan and leverage that presence to enter other Asian markets. To read the first chapter from this book, click here.

Excerpt

The Japanese market is an enigma to outside observers. After World War II, the world counted Japan out, and then it was surprised when the Japanese economy surged forward to become one of the most powerful on the globe. The view shifted to Japan as an unstoppable juggernaut. When its economy faltered, jaws dropped again. As with most puzzling pictures, the true explanations are only found by probing beneath the surface.

Beneath all the visible changes that have dominated the media, there have been fundamental transformations in the Japanese consumer and market. A rise in single working women, a shift from a producer-driven to a consumer-driven market, innovations in distribution, and a relaxation of regulations are just a few of the pounding waves of change that are reshaping the coastline of the Japanese market. All of these changes have created new opportunities for the companies that have the marketing savvy to take advantage of them. These changes have meant that the insulated Japanese market has become more open than ever to new ideas and new entrants.

There may be no better time to enter Japan. As radical as this idea may seem, given the nation's recent economic instability, many companies obviously share this view, as evidenced by an upsurge in foreign investment. Japan continues to be the second-largest market in the world and a very important gateway to the rest of Asia.

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