2. Table of Contents:
Page Name: Page Number:
Business Practices 3
5 Steps to Marketing In Japan 4
How to Launch a Product in Japan 11
Tips to Marketing In Japan 28
Symbolism in Japan 44
Business Insights 57
Hofstede’s Cultural Dimensions 58
Business Facts 78
Business Etiquette 98
Business Differences: US vs. Japan 123
Work Cited 135
3. Marketing in Japan:
5 Steps to Marketing-
Set Goals
Learn the
Culture
Build
Relationships
Take an
Urban Safari
Project Your
Brand
Properly
Compiled By author from hawaiibusiness.com
4. Marketing in Japan:
5 Steps to Marketing-
Set Goals:
You Need a Plan That Has:
The Commitment to Investment Includes the Following to Match Your Plan:
Time Dollars Resources
Timeline Commitment
Compiled By author from hawaiibusiness.com
5. Marketing in Japan:
5 Steps to Marketing-
Learn the Culture:
Companies use experienced Japanese marketing consultants
Anyone doing business in Japan needs to adjust to the differences in culture
Learn cultural nuances and identify opportunities for your product
Learning
The Culture
Helps You:
Discover
opportunities
Grow your
customer
base
Compiled By author from hawaiibusiness.com
6. Marketing in Japan:
5 Steps to Marketing-
Meet people doing business
with Japanese firms as well as
in Japan
Swap success stories
Meet the media
Develop a trusted team of
resources
Interpreters who know
your brand and messaging
Translators
Copywriters
Protocol experts
Leverage ‘champions’ of your
business for important:
Introductions
Business opportunities
Build Relationships:
Compiled By author from hawaiibusiness.com
7. Marketing in Japan:
5 Steps to Marketing-
Visit Japan to see:
•What they are watching on TV or
reading
•What types of mobile or
communications devices are they using
•What are their service standards
•What do they wear and eat
Visit Establishments to see the
culture:
•A trade show
•Department store
•Luxury boutique
•Real estate office
•Mobile phone outlet
•Supermarket
•Convenience store
Take an Urban Safari:
Compiled By author from hawaiibusiness.com
8. Marketing in Japan:
5 Steps to Marketing-
Don’t let the
language or
cultural
difference
weaken your
brand
The goal is to
communicate the
essence of your
brand
The communication
should be done
appropriately in
the market
That means:
Understanding
trends
Cultural nuances
Accurate
copywriting – not
just translating
information
Appropriate
communications
channels
Project Your Brand Properly:
Compiled By author from hawaiibusiness.com
9. Marketing In Japan:
Launching a Product-
Find a contact to
help you establish
a foothold
Establish a
representative
office before
launch
Manage the
complex
Japanese
distribution
system
Personal touch
pays the best
dividends
Connect with the
expat
community
Compiled By author from marketingsherpa.com
10. Marketing In Japan:
Launching a Product-
1. Find A Contact To Help You Establish A Foothold
Research their
industry or
product category
to find the best
opportunities
Brush up on
unique aspects of
the Japanese
business culture
Fly to the country
to find potential
partners or
customers
Some
marketers
do the
following:
Is expensive and
time consuming
Results aren’t
always positive
This
Approach:
Compiled By author from marketingsherpa.com
11. Marketing In Japan:
Launching a Product-
A better approach is to
make arrangements with a
business partner who can
do the:
• Preliminary research
• Business meetings for you
Good partner options are:
• Japanese accounting firms
• Consultant
• Marketing
• Advertising agency
These firms are well
connected in the Japanese
business community and
will do much more than
advertised
1. Find A Contact To Help You Establish A Foothold:
Compiled By author from marketingsherpa.com
12. Marketing In Japan:
Launching a Product-
• Conduct market
research
• Meet with potential
partners and
customers
• Identify
distribution outlets
• Target marketing
opportunities
A Local
Partner
Can:
Compiled By author from marketingsherpa.com
1. Find A Contact To Help You Establish A Foothold:
13. Marketing In Japan:
Launching a Product-
•Get in contact with
companies that have a
presence in the country
•See if they can arrange a
meeting with a potential
local partner
Network with
businesses
•Ask for help in finding a
consultant or partner in
Japan
•Business assistance
agents can put you in
touch by telephone with
potential partners
Contact the Tokyo
Chamber of
Commerce and
Industry
To Establish A Business
Contact:
1. Find A Contact To Help You Establish A Foothold:
Compiled By author from marketingsherpa.com
14. Marketing In Japan:
Launching a Product-
2. Establish a Representative Office Before Launch
These offices are operated a for six months or a year before launching actual
operations in Japan
Having a Representative Office Allows a Company to:
Begin
marketing
Attend
trade
shows
Conduct
important
personal
meetings
Compiled By author from marketingsherpa.com
15. Marketing In Japan:
Launching a Product-
3. Manage The Complex Japanese Distribution System:
Business has always been conducted based on:
This way of doing business has made it difficult for outside businesses to find
partners
Long-term
Relationships
Complicated
Hierarchies
Compiled By author from marketingsherpa.com
16. Marketing In Japan:
Launching a Product-
4. Personal Touch Pays The Best Dividends:
It’s not a good idea to consume your time learning the language
Foreign marketers entering Japan try to learn the language before and during
their stays
They Want To Learn So They Can:
Establish
Partnerships
Secure
Distribution
Compiled By author from marketingsherpa.com
17. Marketing In Japan:
Launching a Product-
4. Personal Touch Pays The Best Dividends:
The early stages of an expansion is a time to focus other aspects of the
project not the language
Instead of Language Lessons:
Hire an assistant who
speaks your language
well and can be a
translator during the
busy start-up phase
Learn a few phrases
instead of the whole
language
Compiled By author from marketingsherpa.com
18. Marketing In Japan:
Launching a Product-
5. Connect With The Expat Community:
Besides connecting with local companies, new entrants in the Japanese
market can look to foreign companies for assistance
Informal Networking With The Expatriate Community Can Deliver:
Hiring Tips Marketing Leads
Introductions To
Potential Customers
And Partners
Compiled By author from marketingsherpa.com
19. Marketing In Japan:
Launching a Product-
Top Networking Resources
For Expats In Japan:
The Weekender, an English-
language magazine
The Tokyo American Club, a
social club where you can
network with business
people
The Yokohama Country &
Athletic Club, a sports club
founded by British and
favored by foreign workers
Universities such as Sophia
University, International
Christian University and Keio
University, Have connections
to the business community
Compiled By author from marketingsherpa.com
5. Connect With The Expat Community:
20. Marketing In Japan:
Tips-
Marketing in Japan can be a tricky prospect for
foreign companies:
They absorb many Western influences
Japanese consumers behave differently from their Western
counterparts
They also respond differently to marketing materials
Compiled By author from voicebunny.com
21. Marketing In Japan:
Tips-
Accept Changing Realities
Pay Attention To Demographics
Print Still Matters
Build Relationships
Customize Your Website
Compiled By author from voicebunny.com
22. Contact Us for the Full Presentation:
Mediacontact USA Inc.
13575 58TH Street North #160
Clearwater, Fl. 33760
T: 727 538 4112
E: contact@mcusa.co
www.mediacontactusa.com
23. Work Cited:
"5 Steps to Marketing in Japan." Hawaii Business Magazine. 2011. Web. 01 Mar. 2016. <http://www.hawaiibusiness.com/5-steps-to-
marketing-in-japan/>.
"10 Cultural Contrasts between US & Japanese Companies." Freshtrax by Btrax. Web. 01 Mar. 2016.
<http://blog.btrax.com/en/2010/12/15/10-cultural-contrasts-between-us-and-japanese-companies-a-personal-view/>.
"Discover Japan!" : Luck and Unlucky Number. Web. 01 Mar. 2016. <http://discover-jp.blogspot.com/2006/11/luck-and-unlucky-
number.html>.
"Here’s What You Need To Know When Marketing To Japanese Consumers."VoiceBunny Blog. 2015. Web. 01 Mar. 2016.
<http://voicebunny.com/blog/heres-need-know-marketing-japanese-consumers/>.
"International Business: Marketing in Asia by the Numbers: Numerology Affects International Business." DeseretNews.com. 2011. Web.
01 Mar. 2016. <http://www.deseretnews.com/article/705394498/Marketing-in-Asia-by-the-numbers-Numerology-affects-international-
business.html?pg=all>.
"Japan Business Etiquette, Culture, & Manners." Japan. Web. 01 Mar. 2016. <http://www.cyborlink.com/besite/japan.htm>.
"Japan: It's Better in Color - Tofugu." Tofugu. 2012. Web. 01 Mar. 2016. <http://www.tofugu.com/2012/06/28/japan-its-better-in-
color/>.
"Japanese Colors Vocabulary - Learn Japanese Colors Vocabulary." About.com Education. Web. 01 Mar. 2016.
<http://japanese.about.com/od/japanesevocabulary/a/Colors.htm>.
"Launching a Product in Japan: 5 Action Points Dos & Don’ts."MarketingSherpa.com. Web. 01 Mar. 2016.
<https://www.marketingsherpa.com/article/interview/5-action-points-dos-donts>.
Mathers, Cassandra. "What Is the Meaning of Color in Japanese Culture?" EHow. Demand Media. Web. 01 Mar. 2016.
<http://www.ehow.com/about_6658499_meaning-color-japanese-culture_.html>.
Martinuzzi, Bruna. "Doing Business in Japan: 10 Etiquette Rules You Should Know." American Express, 5 Aug. 2013. Web. 1 Mar. 2016.
<https://www.americanexpress.com/us/small-business/openforum/articles/doing-business-in-japan-10-etiquette-rules-you-should-
know/>.
"What about Japan?" Japan. Web. 01 Mar. 2016. <http://geert-hofstede.com/japan.html>.
