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Distribution & Business Practices
in Japan
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| Training course in Japan for EU Managers
working in Retail and Fast Moving Consumer Goods companies |
• What
is the key to being successful in Japan?
• What is the best way to enter the Japanese market?
• Why
is Japanese marketing unique and successful?
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Japan still presents the biggest business opportunity in the Far East.
By learning about the Japanese way of achieving customer satisfaction,
DBP course participants will acquire practical tools useful for building
an effective marketing strategy for the Japanese / Asian markets. |
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DPB
2009 session
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| Training dates: |
23
- 27 February 2009 |
| Application deadline: |
11 December 2008 |
| Pre-departure briefing: |
n/a |
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WHAT IS DBP ?
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Distribution and Business Practices in Japan is a practical training
mission in Japan for EU managers responsible for their company’s marketing strategy. The course is focused on “Business Strategy for Customer Satisfaction in Japan: Creation of Added-Value in Retailing and Marketing”.
The mix of topics covered is designed to meet the needs of European companies committed to either expanding into
Japan / Asia, or considering entering the Japanese market. The mission is open to all sectors (Food and Non-Food).
By providing insights into a fast-changing retail and distribution environment through strategic analysis, forecasting and
best practices, as well as key facts, data and the latest industry/sector developments, the DBP mission in Japan will
help EU companies to identify how existing diversified consumer needs and distribution channels are changing and to
understand how existing distribution chains (from manufacturers to retailers) successfully adjust their strategy to
develop segmentation and product differentiation in the Japanese market.
Summing-up session led by marketing experts will help EU managers to facilitate analysing market/sectors and
building the best practices/marketing excellence.
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FORMER PARTICIPANT'S COMMENTS
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“The DBP gives us a good general vision of actual economic situation in Japan. We learn a lot about
the last trends in distribution and marketing. The exchange of information with other members is very
interesting and profitable. The final lesson is well through for revising the knowledge acquired.
In summarize, you acquire the basic tools in order to struggle with the so-different Japanese market.” |
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Christophe LECOQ - Conservas Del Noroeste SA - Spain. |
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“The course has changed a lot of my previous views on the Japanese market. I have now the
foundation to establish our products in this important market by having received very useful hint and
information throughout the week. The company visits were a real added value to the overall positive
experience.” |
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Walter HAACK - Schleich GmbH - Germany. |
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PARTICIPANT PROFILE |
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The mission is targeted at European manager or executive such as:
- Marketing manager who needs to define and implement a marketing strategy for Japan;
- Asia commercial manager who is responsible for maintaining trade with existing Japanese customers;
- Sales and business development manager who needs to establish a client base in the Japanese market.
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| ELIGIBILITY |
The
candidate:
- must be citizen of an EU Member State;
- must work for an organisation that is >50% EU-owned thereof;;
- must be supported by the employer
- must be able to participate in the entire programme;
- must have a reasonable command of English;
- should be a manager or an executive from an industrial company;
- should have a minimum of 5 to 10 years’ experience in industry. |
| TARGET |
Among others, the main sectors covered are:
- Commodities export, consumer goods
- Foods and beverages, textiles, pharmaceuticals, cosmetics
- Transportation, distribution and logistics services
- Trade, consulting and export promotion services
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| SELECTION
CRITERIA |
The
main criteria for selection are:
- the professional & educational background of the candidate;
- the strategy of the participant’s company regarding business with Japan.
In order to ensure a high degree of personal attention, the number
of participants in each programme is limited. |
| PROGRAMME
OBJECTIVES |
The purpose of the mission in Japan is:
- to see how Japanese companies meet customer demand through high-quality service levels and
how they implement the Customer-first strategy;
- to identify trends and needs that influence consumer interest in Japan;
- to assess the impact of economic, social and cultural factors to enable managers to forecast demand;
- to acquire up-to-date information on the sector to utilise the marketing strategy in global retailing;
- to acquire a practical understanding of the overall Japanese distribution system;
- to learn innovating to maximise customer satisfaction as a business-value creator.
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| PROGRAMME
DESIGN AND CONTENT* |
Distribution and Business Practices in Japan lasts 5 days and
consists of lectures, seminars, case studies, field trips and visits to wholesalers,
distribution centres and retailers such as convenience stores, general
merchandise stores and supermarkets.
Lecture themes:
- Present status of the Japanese economy
- Trends and characteristics in Japanese retailing andconsumer markets
- Marketing strategy of Japanese companies
- Customer Relationship Management (CRM) and Customer-first strategy in Japan
Case studies for Food and Non-Food Sectors:
To adapt to each DBP participant’s requirement, one-day company visits (1-2 case studies) will be customised
for the Food sector and Non-food sector.
- Convenience Store (CVS): What is the CVS’s IT strategy to pursue high-quality service and customer satisfaction?
- General Merchandise Store (GMS) and regional supermarket: Consolidation in the market increases
- Direct Marketing by utilising IT
To learn trough Company visits:
- Operations in a high cost structure
- A complex supply chain
- Consumers have sophisticated tastes regarding the branding and packaging of products
- Freshness as a key element, as a high level of customer services
- Consumer reaction to low prices as well as value consciousness
- Marketing strategy for Customer-first
- How to develop the differentiation of products and services
Topics covered during DBP 2008 (to be confirmed):
The following topics are covered by lectures and case studies during the programme.
- Multi-dimensional distribution channels
- Innovating to maximise Customer Satisfaction as a business creator
- Value-added store operation, Branding strategy, Diversifying customer needs
- Logistics in Japan
- Best practices in marketing and retailing.
And also:
- Why is Carrefour not successful in Japan? And what is the key to being successful in Japan?
- What are key factors to being successful in the Asian market?
- What kind of added-values are created to meet Customer Satisfaction?
Additional Weekend Field Trip (optional)
The additional Field Trip to Hokkaido will provide you with more practical strategies operated by retailers
such as regional operation in supermarkets. Participants will have more practical opportunities to visit stores and
to have business-oriented meetings.
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The programme advisor is Yukihiko Uehara, professor at Meijigakuin University,
President of the Japan Society of Food Services Studies, and Member of the Council
on Food Distribution Systems, Ministry of Agriculture & Fisheries. |
(*)
The precise content of the programme and its schedule are currently
being determined and are subject to modification. A detailed timetable
will be available upon request. |
| COSTS |
The EU-Japan Centre covers all costs directly related to the programme (i.e. lectures and seminars, group
study trips,including travel outside Tokyo). Participants’ companies will be
expected to pay for travel costs to and from Japan as well as living expenses in
Japan including accommodation.
For information, living expenses during the course in Japan are estimated at more or less € 1000/week. |
| TIMETABLE |
| CONTACTS |
Céline
Godart
Programme Manager
tel.: + 32 (0)2 282 37 16
fax: + 32 (0)2 282 00 45
e-mail: c.godart@eu-japan.eu
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Emi Shibuya
Programme Manager
tel.: + 32 (0)2 282 00 42
fax: + 32 (0)2 282 00 45
e-mail: e.shibuya@eu-japan.eu
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