JAPAN
COMPREHENSIVE
MARKET
DEVELOPMENT
PLAN
JAPAN
PRIORITY MARKET FOR SPAIN
DUE TO IT BEING A LEADING WORLD POWER
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Second biggest economy worldwide after the USA
Represents 11.7% of world GDP and 2% of its population
Market of 127 million consumers with a per capita income of $38,000
Third biggest economy in the world by PPP
Represents 6% of total world exports and 5.5% of imports
Accounts for 5% of total world Foreign Direct Investment made and 10% of that
received
 World leader in:
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Motor cars
Steel and new materials
Electronic equipment
Machine tools
Industrial automation
 Chemicals
DUE TO ITS RECOVERY IN GROWTH
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In 2003 and 2004 it grew 1.4% and 2.6% respectively
Expected growth for 2005 is close to 1%
In 2004 imports grew by 8.9%
Financial restructuring
Better corporate earnings
SPAIN’S PRESENCE IN JAPAN
JAPAN A MAJOR DESTINATION
FOR SPANISH EXPORTS TO ASIA
CHRONIC TRADE DEFICIT WITH JAPAN
Insignificant Spanish investment
flows into Japan
2004 = 78,851,000 euros
IN 2004 = 4,515 MN EUROS
X- predominantly foodstuffs and manufactured goods
M-predominantly capital equipment and motor cars
Sectors:
Market share approx. 0.4%
Banking, fashion and auto parts
Bigger market share to catch up
with other
European countries
(Germany, France and Italy)
Japan into Spain (2004) 96,683 mn euros
Energy prod./distr., chemical industry
Motor car manufacture
OPPORTUNITY SECTORS
For trade
 Creative, quality designer
consumer goods
 Food products targeting
gourmet cuisine
 Industrial goods
(machinery and parts for
the auto industry,
alternative energies etc)
 Machine tools with
competitive price and
quality
 Other sectors with a future
• Spanish as an
economic resource
• Leisure and tourismrelated services
For investment and
Industrial co-operation
Banking and insurance
Telecommunications and other
services
Sectors related to reorganisation,
deregulation and liberalisation
processes
Trading establishments for
promoting Spanish product exports
Biotechnology
Information technology
Nanotechnology and the
environment
JAPAN CMDP OBJECTIVES
1.
To improve market share and step up Spain’s
exports to Japan
2.
To increase reciprocal investment flows
3.
To enhance Spain’s image in Japan
4.
To strengthen co-ordination between institutions
and between companies: setting up programmes or
agreements such as Eureka
5.
To foment Spanish and Japanese co-ordination in
other zones: China, Latin America etc
LINES OF ACTION FOR THE CMDP
1.
Backing up trade
Accessing the market
Financial instruments
Promotion and image
2.
Backing up investment
3.
Institutional, information and training
4.
Promoting tourism
REMOVING BARRIERS TO ENTRY
INTO THE JAPANESE MARKET
MOVES TO
 REQUEST FURTHER CONCESSIONS FROM JAPAN IN THE DOHA
ROUND (QUOTAS FOR LEATHER GOODS AND FOOTWEAR, LEGAL
FINANCIAL AND DISTRIBUTION SERVICES)
 BOOST EU-JAPAN REGULATORY DIALOGUE TO SMOOTH OVER
PROBLEMS BETWEEN THE TWO ZONES
 BROADEN SECTOR PROTOCOLS SIGNED WITH SPAIN, TO STEP UP
THE PRESENCE OF SPANISH PRODUCTS IN THE JAPANESE MARKET
 SIMPLIFY DISPROPORTIONATE SANITARY AND PHYTOSANITARY
REQUIREMENTS (LATENT HINDRANCES TO TRADE)
 GO INTO MORE DEPTH IN TALKS ON ACCESS TO THE JAPANESE
MARKET FOR INVESTMENTS, AIMED AT GAINING FAVOURABLE
CHANGES IN THE ANTI-TRUST ACT AND CODE OF COMMERCE
FINANCIAL INSTRUMENTS TO BACK
UP TRADE
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STEPPING UP THE GENUINE
CO-OPERATION BY ICOEXIMBANK (JBIC) OF JAPAN
WITH SPANISH COMPANIES
IN UNDEVELOPED THIRDPARTY COUNTRIES FOR
PROJECTS FINANCED
USING EMISSION RIGHTS
INCREASING COOPERATION WITH JAPAN
THROUGH IFIs (ASIAN
DEVELOPMENT BANK)
JAPAN WORLD’S SECOND BIGGEST
DONOR OF ODA ($ 7.581 Bn)
ASIA, 60,7 %
AFRICA, 8,7 %
LATIN AMÉRICA, 8,8%
ODA CO-OPERATION WITH JAPAN IN LATIN
AMERICA AND ASIA
TRADE PROMOTION AND IMAGE
GENERAL STRATEGIES
 To enhance the image of Spanish products in Japan
 Promoting sectors with high added value (Gourmet
products, fashion, interior decor, boosting branding
programmes and improving funding terms)
 Carrying out parallel activities for ExpoAichi 2005
(gastronomy, interior decor, fashion, design)
 Reinforcing the presence of Spanish companies in Japan
 Stepping up promotional activities including official
pavilions at trade fairs
 Implementing preferential financing for promotion
activities in Japan
TRADE PROMOTION AND IMAGE
2005-2008 SECTOR STRATEGIES
Foodstuffs
•
Japan priority market, both for wines and food, where quality and
gourmet positioning is sought in the higher segment
•
General plan for wines
Japan is one of Spain’s principal opportunity markets for wines, with
resources concentrated on events for high quality wines.
Activities aimed at distribution: mini-shows, reverse mission for
journalists, advertising, image and communications activities: winewaiting competitions for Spanish wines, seminars and tastings
General plan for promoting foods (several sectors and gourmet
products)
Consolidation of the gourmet trade fair mini-show organised in
collaboration with the Chambers of Commerce.
Official pavilion at Foodex Tokyo.
Image activity: gastronomy thematic days with the presence of the 15
best Spanish cooks (built into the ExpoAichi 2005 programme). New
sectors being positioned: citrus and dried fruits and nuts.
TRADE PROMOTION AND IMAGE
2005-2008 SECTOR STRATEGIES
Foodstuffs
Olive oil plan
Retail and catering segments with image of variety and quality.
Communications and promotions activities: advertising, marketing
features, seminars and promotions in major stores and
delicatessen.
Consumer goods
Spanish general fashion and in interior decor plans
Image creation: fashion image plan (support for catwalks and
designer image creation), communications programme,
www.fashionfromspain.com web-page in Japanese.
Internationalising promotion of fashion image plan (support for
catwalks and designer image creation), communications
programme, www.fashionfromspain.com web-page in Japanese.
• Japan interior design plan
– Informative activities and image creation. New promotional activities
for designer products for interior decor: Involvement at Tokyo
Designer’s Week (Nov. 2005).
– Promotion of internationalisation.
TRADE PROMOTION AND IMAGE
2005-2008 SECTOR STRATEGIES
Industrial and technology products
Communications campaign regarding Spain’s image in
technology
Corporate co-operation on ICT, biotechnology and
environmental projects
Services
Design Services: Encouraging Japanese Industry to be aware
of and take an interest in Spanish expert designers (Industrial,
Textile, Fashion and Graphic Design, Interior and Multi-sector
Design) (Technical Design Conferences in Tokyo)
Publishing Sector: increasing awareness of Spanish books in
non-Spanish speaking countries (joint participation at the
TIBF, the Tokyo International Book Fair)
Educational Services: the aim is to promote the teaching of Spanish
as a Foreign Language in Japan (Linguistic Agents’ Meeting at the
Pacific Rim Workshop)
Musical Instruments: Encouraging musical instrument sales in Japan,
particularly the Spanish guitar.
TRADE PROMOTION AND IMAGE
2005 ACTIVITY
43 PROMOTIONAL ACTIVITIES ARE PLANNED
 8 involve taking part in trade shows (3 official pavilions, 1
information pavilion and 4 joint participations)
 6 direct trade missions, 10 reverse missions and 1 study
mission. 1 design sector technical day, 4 consumer goods
sector exhibitions and 3 promotional campaigns for the
wines and interior decor sectors.
 By sectors 45% of these activities are in consumer goods,
followed by 25% in food and farming, 16% in services and
14% in industrial products
INVESTMENT PROMOTION
 Organisation of informative and training activities on
investment in Japan at the centre of internationalisation
experiences
 Framework co-operation agreement on the subject of
promoting investment with institutions specialising in
attracting investment into Japan
 Programme to back up trips to explore investments
(PROSPINVER)
 Spanish-Japanese corporate assembly (Nov. 2005)
 Strengthening the PAPI programme in support of
investment projects
INSTITUTIONAL BACK-UP
ACTIVITIES
 Organising seminars to attract japanese investment
 Encouraging visits by Keidanren delegations to
Spain
 Promoting the Spain-Japan forum
 Reinforcing the bilateral committee with high level
visits
 Visit by the Prince of Asturias to Expo Aichi 2005
ICEX – INFORMATION-TRAINING
HUMAN RESOURCES
 INFORMATIÓN
 Launch in December 2005 of a reverse web-site in Japanese .
 Publication of a Country file in Japanese in 2006
 Increase of number of specialist conferences and seminars for sectors and
products of interest in Japan
 Conferences to study the Japanese market are planned in 2005 in
Barcelona, Seville, Caceres and Valencia on 12,14,16 and 19 of
December. From 2006-2008 there are plans to continue organising this
type of conference for certain products or sectors of interest in Japan
(consumer and farming mainly).
 Exporta international meeting place
 TRAINING
 Of professionals in foreign trade and investment who specialise in the
Japanese market for the internationalisation process in Japan
 Increasing the number of internationalisation interns on placement at the
Economic and Trade Office in Tokyo to 6 (5 specialising in
internationalisation and one in IT.) New technology scholarship winner.
 New technology intern on placement in Tokyo
TURESPAÑ ACTIVITIES IN THE AREA
OF TOURISM
SPAIN’S PROMOTIONS PROGRAMME IN SPAIN 2005
 OBJECTIVE:
• To reinforce Spain’s image generally paying special
attention to its sight-seeing and scenic assets
• Support for developing and marketing linguistic and
cultural tourism products and trying to diversify regional
destinations
 2005 BUDGET:
Promotions € 519,353
Advertising € 900,000
 TOURISM PRODUCTS: Cultural tourism (65%) in its various
forms: individual and package tourism, business and
incentives tourism (20%), linguistic tourism (15%)
TURESPAÑ ACTIVITIES IN THE AREA
OF TOURISM
 ACTION ON PROMOTING THE RANGE ON OFFER:
• Trade Fairs (Jafa WTF, Korea World Travel Fair).
• Direct marketing (Camino de Santiago, Heritage Cities)
• Trips for agents
 ACTION ON THE DEMAND FOR TOURISM:
• Improving and widening the range of content in
Japanese onTurespaña's www.spain.info web-site
• Advertising campaign
• Press familiarisation trips
• Sponsoring festivals (Flamenco)
• Collaboration agreement for the Aichi Universal EXPO
BUDGET FOR THE JAPAN CMDP
2005-2007 Activities
Trade backing
ICEX PROMOTION
INFORMATION AND TRAINING
Investment backing
PROMOTION OF AND BACKING
FOR INVESTMENT PROJECTS
9,5
1
0.7
Tourism backing
PROMOTION AND ADVERTISING
Total
1,4
12,6
FOLLOW-UP FOR JAPAN CMDP
Plan Handler
OFECOMES TOKYO
Follow-up Action
In charge
◘ Market barriers
◘ Impact and results of
promotion and imagerelated activities
 SGCOMEX
 ICEX
◘ Promoting exports and
bilateral business cooperation for high-tech
industries
 ICEX
◘ Maintaining and boosting
Japanese investment into
Spain
 State Corporation for
Investment Promotion (SEPI)