X hits on this document

64 views

0 shares

0 downloads

0 comments

8 / 35

Market Entry: Initial Approach

  • I believe in pre-selling

    • Informal, responsive approach – lets the market define the product positioning

    • Requires an empowered local (in-Japan) consultant to learn, respond to client, feedback to HQ, re-cast value proposition

    • Takes about 150-200 hours to approach 20-30 potential distributors

    • It’s a numbers game, more approaches equals more candidates

    • Winnowing 20->5 will produce some viable candidates

      • Austrade, JETRO, (and my company) all do this type of work

  • What if you need a Strategy first?

    • For firms whose product is too radical, or have already tried Japan, or who have a brand to protect, the going is slower (ACL)

    • Proper market research and management consulting necessary

    • Need to thoroughly map out the market topology – looking at major players and analyzing why they are successful

    • Talk to industry opinion leaders, rather than existing firms, to develop independent vision and understand trends (co. feedback tends to be specific)

    • Review other foreign firms and their strategies/profits

    • Probably will need to modify/develop product and services specific to Japan

Document info
Document views64
Page views64
Page last viewedSat Dec 03 17:51:38 UTC 2016
Pages35
Paragraphs901
Words3765

Comments