Invaluable advice for New Zealand exporters
The Japan Business Council, with support from Asia:NZ and the Japan External Trade Organisation (JETRO), held a seminar in Auckland on 3rd August on the potential of the Japanese market for innovative New Zealand companies. This is a summary. Read our comprehensive report of the meeting.
The first presenter, Kohei Suzuki, JETRO’s representative in New Zealand, explained Japanese consumers tend to make purchases following “sophisticated analysis of a product’s attributes”, rather than buying on price.
Denham Shale, Chairman of the New Zealand Japan Business Council, urged the New Zealand business people “not to be shy about taking up JETRO’s offer of assistance to companies wishing to invest in Japan.”
Patrick Rata of New Zealand’s Ministry of Foreign Affairs and Trade described Japan as a “bedrock relationship”. He went on to outline the government’s vigorous efforts in pursuing a Free Trade Agreement with Japan.
BTM Marketing’s Tony Boot, a consultant specialising in assisting New Zealand companies to enter the Japanese market, discussed the need for thorough research.
Fonterra’s trade policy manager, Ken Geard, described Japan as a very large, mature market –one of Fonterra’s largest - but also as having high trade barriers. “To succeed it’s important to be attuned to local preferences and to be innovative as it is a developing market.”
Key to succeeding in Japan, according to Gen Arrowsmith of Zespri, has been the development of long-term partnerships based on trust and delivery. Secret to success is to manage people and relationships - sometimes involving cementing relationships at karaoke bars. When it comes to human resources for the Japanese operation Mr Arrowsmith says “a blend of Japanese speaking Kiwis and local people seems to work.”
The seminar concluded with a presentation from Tiffany Leeder of the University of Auckland’s Icehouse who participated in the 2009 Future Business Counterparts (FBC) programme. Initiated in 2008, the ten day study-trip to Japan is paid for by the Japanese government for 50 promising New Zealand business people. Read our report by Asia:NZ young leaders who also attended. Ms Leeder urged businesses considering the Japanese market “to experience and get to know [Japan’s] culture, to collaborate and communicate with others, and to leverage contacts, networks and support infrastructure.
You can register for the “Think Japan” seminar in Christchurch (download Pdf) on 26th August by contacting the Japan New Zealand Business Council: info@jnzbc.com
Related page:
Next Stop Japan report just launched
