COMPREHENSIVE MARKET DEVELOPMENT PLAN

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JAPAN

• COMPREHENSIVE MARKET DEVELOPMENT PLAN

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JAPAN PRIORITY MARKET FOR SPAIN

• DUE TO IT BEING A LEADING WORLD POWER
• 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
• Motor cars
• Steel and new materials
• Electronic equipment
• Machine tools
• Industrial automation
• Chemicals
• DUE TO ITS RECOVERY IN GROWTH
• In 2003 and 2004 it grew 1.4 and 2.6
  respectively

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SPAINS PRESENCE IN JAPAN
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OPPORTUNITY SECTORS
For trade
For investment and Industrial co-operation

• 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 tourism-related services

• 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

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JAPAN CMDP OBJECTIVES

• To improve market share and step up Spains
  exports to Japan
• To increase reciprocal investment flows
• To enhance Spains image in Japan
• To strengthen co-ordination between institutions
  and between companies setting up programmes or
  agreements such as Eureka
• To foment Spanish and Japanese co-ordination in
  other zones China, Latin America etc

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LINES OF ACTION FOR THE CMDP

• Backing up trade

Accessing the market
Financial instruments
Promotion and image

• Backing up investment

• Institutional, information and training

• Promoting tourism

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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

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FINANCIAL INSTRUMENTS TO BACK UP TRADE

• STEPPING UP THE GENUINE CO-OPERATION BY
  ICO-EXIMBANK (JBIC) OF JAPAN WITH SPANISH
  COMPANIES IN UNDEVELOPED THIRD-PARTY COUNTRIES
  FOR PROJECTS FINANCED USING EMISSION RIGHTS
• INCREASING CO-OPERATION WITH JAPAN THROUGH IFIs
  (ASIAN DEVELOPMENT BANK)

ODA CO-OPERATION WITH JAPAN IN LATIN AMERICA AND
ASIA
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TRADE PROMOTION AND IMAGEGENERAL 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

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TRADE PROMOTION AND IMAGE2005-2008 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 Spains 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 wine-waiting
  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.

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TRADE PROMOTION AND IMAGE2005-2008 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 Designers
  Week (Nov. 2005).
• Promotion of internationalisation.

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TRADE PROMOTION AND IMAGE2005-2008 SECTOR
STRATEGIES

• Industrial and technology products
• Communications campaign regarding Spains 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.

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TRADE PROMOTION AND IMAGE2005 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

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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

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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

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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

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TURESPAÑ ACTIVITIES IN THE AREA OF TOURISM

• SPAINS PROMOTIONS PROGRAMME IN SPAIN 2005
• OBJECTIVE
• To reinforce Spains 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)

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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

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BUDGET FOR THE JAPAN CMDP
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FOLLOW-UP FOR JAPAN CMDP
Plan Handler
OFECOMES TOKYO
Follow-up Action
In charge

• Market barriers
• Impact and results of promotion and image-related
  activities
• Promoting exports and bilateral business
  co-operation for high-tech industries
• Maintaining and boosting Japanese investment into
  Spain

• SGCOMEX
• ICEX
• ICEX
• State Corporation for Investment Promotion (SEPI)