1. Takashi Tsuchiya Director-General Trade and Economic Cooperation Department Japan External Trade Organization (JETRO) 1

2. 1. What is JETRO? 2. The principle of Project Adoption for Assisting Developing Countries 3. Recent Projects 4. Projects in Lao Peoples Democratic Republic 5. Criteria on the Adoption of Projects 6. Some Tips for Doing Business with Japanese partners 2

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4. JETRO or the Japan External Trade Organization, is a government-related organization that works to promote mutual trade and investment between Japan and the rest of the world. Originally being established in 1958 to promote Japanese exports abroad, JETRO carries out many activities, primarily promoting foreign direct investment into Japan and helping small to medium sized Japanese firms maximize their global export potential. Facilitating economic growth in developing countries through trade promotion is also JETROs mission. 4

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6. The principle of project adoption for assisting developing countries JETRO helps developing countries achieve sustainable economic growth by working with them to strengthen export industries, to improve business-related systems (laws, taxation, certification procedure, etc.) and to nurture human resources. In line with Japans Official Development Assistance (ODA) Charter, JETRO takes into account the diversity that exists among developing economies and tailors its assistance accordingly. Taking the partner developing countrys own self-help efforts as a starting point, JETRO will take up and assist those projects under the following three categories 1. projects based on Japanese Governments multilateral or bilateral agreements with developing countries. 2. projects requested by Japanese Government. 3. projects requested by Governments of developing countries. 6

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8. Main Areas of Projects in FY2010 (Asia) Promotion of region wide logistics; development of supporting industries; development of export industries; and promotion of environmental measures and energy conservation (Central and South America) Development of export industries; and promotion of environmental measures and energy conservation, especially in Mexico (Africa) Development of export industries in African countries; and development of supporting industries (automobile parts, etc.), especially in South Africa (The Middle East and North Africa) Development of export industries in Egypt and in Iran 8 The main tools employed in our projects include advice by experts dispatched from Japan, training courses in Japan, participation in exhibitions in Japan and overseas, and arranging one-on-one business talks with Japanese companies.

9. ASIA: Assistance Projects based on Economic Partnership Agreements When the Japanese Government enters into an economic partnership agreement (EPA) with another government, JETRO transfers Japanese expertise and technology and supports the growth and development of the partner countrys industries. Thailand :Developing the automobile and automobile parts industries; improving the safety of processed foods; and building up a brand identity for Thai cuisine and restaurants Malaysia :Developing the automobile and automobile parts industries Indonesia :Developing the automobile and automobile parts industries; developing the tool and die industry; and developing export products in connection with the One Village One Product program Vietnam :Developing supporting industries (one example is hosting exhibitions for Vietnam parts manufacturers to sell their products) Brunei :Developing export industries 9 Parts supply-procurement exhibition in Hanoi in 2009 Expert advice about glass products in Brunei Human resources training project for the Thai automobile industry

10. ASIA: Logistics Related Human Resource Development ASEAN Logistics Network Map Study To clarify the present situation & bottlenecks of ASEANs logistics networks, JETRO conducted route survey and published the ASEAN Logistics Network Map. It examines the performance of transportation modes (land, air and sea) by door-to-door costs, time and quality (risks). Please visit JETRO Online Bookshop (http://books.jetro.go.jp/en/) Please visit JETRO Online Bookshop (http://books.jetro.go.jp/en/) Action for supporting Human Resource Development By the study, it turned out that the logistics related human resource shortage was a serious problem in ASEAN. JETRO is conducting supporting projects to improve human resource development in ASEAN member countries. Thai: Thai National Shipper`s Council started logistics training program, supported by JETRO and Japan Institute of Logistics System. This program provides training course and qualification to enhance capability of logistics staff. Indonesia & Philippine: Pilot Consultation by JETRO experts in order to establish the base for logistics management qualification program. CLMV: Logistics Workshops to provide proposals for upgrading logistics services and logistics management not only for administrative sectors but also business sectors. 10

11. 11 Assistance for the One Village One Product Campaign in Indonesia Since FY2006, JETRO has been dispatching design experts to assist the development of furniture and interior furnishing products in connection with the One Village One Product Campaign in Jogjakarta in central Java. Part of this project included assistance for the establishment of JOGJAtic, a producers association in Jogjakarta. As a result of this assistance, the products have continued to improve, and a buyers mission that JETRO dispatched in FY2007 resulted in four contracts for three Japanese companies (for items such as ray-skin products and rattan bags). In addition to a contract for 400 rattan bags, orders for ray-skin products were made by a major stationery store in Tokyo. Ray-skin products were also presented on television shopping channels and they recorded total sales of about ¥15 million. Business continued to grow in FY2008, with an order to the JOGJAtic member companies from a Japanese company for 1,000 additional rattan bags (an order worth $17,000). Ray-skin productsBatik products ASIA: Assistance Projects for export industry development

12. To assist developing countries in exporting their products, JETRO dispatches experts to and receives trainees from such countries. In this and other ways, JETRO helps African firms enter the Japan market, offering advice on improving products and marketing to suit Japanese consumers Shea butter soap from Ghana (2004-2006) JETRO worked on developing products using shea butter from Ghana and assisted in exporting the products to Japan. JETRO cooperated with Tree of Life Co., Ltd. to initiate local production and sell shea butter soap in Japan. Coffee from Zambia (2006-2007) In cooperation with 11 Japanese companies and about 140 retail outlets, JETRO implemented a campaign to sell coffee from Zambia. When this campaign was very well received, JETRO cooperated with the Specialty Coffee Association of Japan to sponsor tasting sessions and consultations on Zambian coffee led by experts. Cut roses from East Africa (2006-2008) JETRO conducted import-monitoring inspections, assisted with exhibit installations at exhibitions and negotiations with Japanese firms and accepted trainees. As a result, imports of cut roses from Kenya grew from about 4 million stems in 2005 to about 13 million in 2009. Imports from Ethiopia grew rapidly, from a mere 260 stems of roses in 2005 to about 8.5 million in 2009. 12 ASIA: Assistance Projects for export industry development Examples

13. At the 4 th Tokyo International Conference on African Development (TICAD IV) held in Yokohama, Japan in May 2008, JETRO was designated to play a role in assisting African products access into the Japanese market, as part of the Action Plan of the Yokohama Declaration. Coffee is among the products for which JETRO has enhanced activities according to the Action Plan. Working with the Eastern African Fine Coffee Association (EAFCA) as a partner, JETRO has been providing the following assistance: Fiscal Year 2008 In order to introduce EAFCA coffee to Japanese buyers, JETRO set up a booth for EAFCA members at Specialty Coffee Association of Japan (SCAJ) exhibition and hosted a seminar in the exhibition site. JETRO also arranged for EAFCA members to visit Japanese importers and retail stores for them to learn about the Japanese market. (JETRO covered travel expenses for an EAFCA representative.) JETRO organized and dispatched a buying mission for Japanese importers to Kenya, Rwanda and Malawi, with good success: One mission participant purchased approx. 17 tons of Cameroon-grown coffee. Another purchased approx. 3 tons of Rwandan-grown coffee. Fiscal Year 2009 JETRO sent an expert on Japanese food safety and pesticide residues rules to Africa twice. His mission was to prepare exporters for their doing business with potential Japanese partners. JETRO again set up a booth for EAFCA members at an SCAJ exhibition and hosted a seminar and tasting session. This time, JETRO arranged one-on-one business meetings for the members. Currently some business negotiations are underway. JETRO also arranged for EAFCA members to visit a quarantine station and several importers. (JETRO covered travel expense for an EAFCA representative.) Changes in Japans Coffee Imports by Volume (2007-09) Unit: tons 2007 4.6 (38th place) 2008 45.7 (30th place) 2009 (Jan-Aug) 45.6 2007 0 (nil) 2008 3.0 (38th place) 2009 (Jan-Aug) 17.2 2007567.5 (18th place) 2008814.3 (18th place) 2009 (Jan-Aug) 750.6 20075,934.0 (9th place) 20087,629.8 (7th place) 2009 (Jan-Aug)12,391.6 200728,874.5 (5th place) 20088,284.6 (6th place) 2009 (Jan-Aug)345.5 Source: Ministry of Finance trade statistics. TICAD IV Follow-up –Coffee 13

14. AFRICA:PILOT DEMONSTRATION PROJECTS FOR DEVELOPMENT & IMPORT SCHEMES in 2007 In order to support the export of products from developing countries, JETRO publicly solicits the initiatives by the Japanese private sector (private companies, NGOs, etc.) for development and import projects, providing some financial supports to the private sector. This project started from FY 2007. The following four initiatives were adopted and implemented in the same fiscal year. Kenya: Kiondo (Sisal Bags) This project was conducted to demonstrate the possibility of modifying the functions and design and improving the quality of a Kenyan traditional handicraft in line with Japanese market needs, and of importing the products to Japan. Fair Trade Company improved sewing techniques to increase the strength of the attachment between the leather straps and the bag itself, replaced artificial dyes with vegetable dyes, and attached a miniature mascot to one of the straps. At present, the company is selling the bags, together with new designs, in its store, via the internet, and through mail-order catalogues. Malawi: Pu-erh Tea This project attempted to demonstrate that it was possible to develop and Import a microbial fermented tea that was safe and that consumers could drink with confidence. Earth Tea L.L.C. selected a local partner for cultivation and production of the tea, developed a starter culture using black koji (rice malt) mold, and conducted trial sales of the product in Japan. The company imported the product in bulk, and conducted the final screening for foreign matter, sterilization procedures, and packaging in Japan. Mauritius: Cotton products This project set out to demonstrate the feasibility of importing T-shirts and other fair trade-certified cotton products. The Project showed that production techniques and the production system met Japanese standards, and that it was possible to procure African organic cotton. Fair trade Label Japan has been selling the products through its website and at the One Village One Product Markets at Narita and Kansai International Airports. Kenya: Flower Bouquets By means of developing bouquet designs using Kenyan flowers and conducting sample imports, Flower Auction Japan Inc. was able to identify and make improvements in relation to a variety of problems (transportation, shelf-life tests, packaging, quarantine measures). From May 2008,the company began selling mixed bouquets of flowers including roses and carnations. It is also working to develop and establish means of procurement for products and varieties that satisfy the demands of Japanese consumers. 14

15. 15 Tanzania: Mixed Spice(Powder) This project demonstrated the feasibility of creating mixed spice powder(completed and packaged product) in Tanzania and importing it to Japan. Using a base of six spices (certified organic), BARAKA CO., LTD. worked to create products and packaging based on the results of a Japanese market survey. The company was unable to source packaging materials or find packaging machinery in Tanzania, and packaging the products locally remains an issue for the future. However, the company conducted a bulk import and organized the packaging in Japan, and in February 2009 the new product, Zanzibar Mixed Spice (two varieties, hot and mild), was completed. Uganda/Ethiopia/Madagascar: Organic Vanilla and Other Food Ingredients This project demonstrated the possibility of improving the quality of organic cacao, organic vanilla beans, and mustard seeds, and importing them to Japan. As a result of selecting products to suit the Japanese market, improving their quality, and conducting a marketing program to distinguish them from the products of other countries, VOX TRADING CO., LTD. was able to realize the import of vanilla beans from Uganda with organic certification from the JAS, and is presently wholesaling the beans to foodstuffs manufacturers. Egypt: Dried Molokhia and Other Ingredients for Functional Foods This project sought to demonstrate the possibility of improving and importing dried molokhia, dried spinach,and other dried vegetables. Ecology Health Labo Co., Ltd. provided guidance in improving the products to meet the standards for use as ingredients in functional foods in Japan, improved production processes, and imported samples for a variety of tests to verify quality and safety. In June 2009, the company proved that it was possible to maintain the quality of the dried molokhia over a long period. Kenya: Jam and Organic Herbal Tea This project was conducted to demonstrate the potential for developing or improving jams and organic herbal teas and importing them to Japan. Fair Trade Company developed a hibiscus and papaya jam as a new product, and improved the packaging of herbal teas. The company also provided instruction regarding HACCP standards and established a team to make improvements, and was able to improve transportation conditions. The newly developed jam and the herbal teas with improved packaging are presently being sold in natural food stores and cafes, and by food delivery companies. AFRICA:PILOT DEMONSTRATION PROJECTS FOR DEVELOPMENT & IMPORT SCHEMES in 2008

16. Ghana: Sustainable Cacao Beans At present, approximately 70% of Japans imports of cacao beans originate in Ghana. This project attempted to create a distribution system enabling cacao beans grown on designated farms using organic methods different from normal cacao beans,and imported to Japan with a guarantee of traceability. Local producers were provided with instruction in fermentation and drying techniques, and the project also conducted a trial in Ghana and Germany involving the first- ever manufacture of chocolates using organic cacao beans produced in Ghana. Uganda: organic Cotton Products and Shea Butter Soap Uganda has sought to become a major producer of organic cotton, and has put considerable effort into the area of cotton production. This project attempted to increase the presence of Ugandan organic cotton in the Japanese market by creating value-added products using organic cotton. Seeking to create products with higher added value, this project 1) developed a fine thread by adjusting strand counts; 2) provided instruction on improving the design and quality of organic cotton T-shirts; and 3) test-produced shea butter soap for use in the cotton scouring (cleaning) process using Ugandan shea butter. Rwanda: Baskets The Rwandan government and aid organizations have recently engaged in a project that sought to bring back the traditional handicraft of basket weaving to enable women to improve their lives by earning income through their own efforts. Believing that the beauty of these baskets and the story behind them would give them the power to make an impact in the Japanese interior market, in this project Ruise B Co., Ltd. formulated product concepts and designs (color, pattern, shape, etc.) in accordance with Japanese market needs. In addition, the company conducted sales activities designed to create a brand image of the baskets as high value-added products for the high- end market. Nicaragua: Pine-needle Baskets In Nicaragua, baskets are hand-woven using Caribbean pine needles and nylon thread and sold as souvenirs, but these baskets have never yet been exported to Japan. This project sought to provide guidance concerning the production of these Nicaraguan pine-needle baskets in order to enable the creation of new products with functions and designs suited to Japanese market needs. After product plans were created by Japanese designers, DAPO COMPANY provided specialist instruction in Nicaragua to develop prototype products. The company conducted a market survey in Japan in relation to these prototypes, and also held a popularity poll. makers of the most popular product. 16 AFRICA:PILOT DEMONSTRATION PROJECTS FOR DEVELOPMENT & IMPORT SCHEMES in 2009

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18. The recent projects in Lao PDR 2001 2003 2004 2007 2009 2011 18 Development of Lao Textile Industry To penetrate Japanese Market Development of Lao Textile Industry To penetrate Japanese Market Establishment of Quality Standard System Establishment of Quality Standard System Business Matching To penetrate Japanese Market focusing on Kimono industry Business Matching To penetrate Japanese Market focusing on Kimono industry Advice for Product Improvement Monitoring Study in Japanese Market Inviting LHA to Japan for Marketing Establish the brand to gain the recognition of Lao textile further more July-Aug 2003 Chai Lao The Heart of Laos Laos Textile Exhibition in Japan(Tokyo,Fukuoka) July-Aug 2003 Chai Lao The Heart of Laos Laos Textile Exhibition in Japan(Tokyo,Fukuoka) Advice for 1. The Operation and Control of Chai Lao brand 2. The Quality Standard Criteria 3. The Quality Improvement with making the use of Chai Lao 4. The Quality Labeling and Quality Inspection Advice for 1. The Operation and Control of Chai Lao brand 2. The Quality Standard Criteria 3. The Quality Improvement with making the use of Chai Lao 4. The Quality Labeling and Quality Inspection Jul y 2007. Start up Quality Standard Criteria System by LHA January 2008 Opening the Inspection Laboratory Feb 2006 Mekong Exhibition in Japan(Tokyo) 9 company exhibited textile,food and interior items Feb 2006 Mekong Exhibition in Japan(Tokyo) 9 company exhibited textile,food and interior items Participate in Laos Handicraft Festival in every November Advice for Product Improvement Inviting LHA and model companies to Japan for Marketing on Kimono Business Matching with Japanese companies Late of 2011 Participation in an exhibition in Japan Under consideration Late of 2011 Participation in an exhibition in Japan Under consideration

19. On-going Projects in Laos 19 May Discuss and Agree on this project with LHA Business Matching with Japanese companies Candidates for this project were Listed by LHA LHA, Pilot companies and JETRO introduce this project JETRO Expert provides advice to pilot companies August Start up meeting with Selected 8 pilot companies November Exhibit and hold seminar on this project in the Laos Handicraft Festival September Market Research to decide the direction of products development Participate in appropriate Exhibition in Japan Business Matching With Kimono industry Business Matching With Kimono industry Setting the objective of this project with LHA Setting the objective of this project with LHA JETRO invites the pilot companies to Japan and arranges their study tours in Japan JETRO Expert provides advice to pilot companies Market Research on Kimono in Japan 2010 2011 Development of the sample products Business Matching between Laos handicrafts and Japanese Kimono Pilot companies were Selected by JETRO and LHA JETRO Expert provides advice to pilot companies JETRO support the business meeting arrangement

20. On-going Projects in Laos 20 May,2010 Discuss and Agree on this project with LHA Candidates for this project were Listed by LHA August,2010 Start up meeting with Selected 8 pilot companies Setting the objective of this project with LHA Setting the objective of this project with LHA Business Matching between Laos handicrafts and Japanese Kimono Pilot companies were Selected by JETRO and LHA

21. On-going Projects in Laos 21 Business Matching between Laos handicrafts and Japanese Kimono Market Research on Kimono in Japan September,2010 Market Research to decide the direction of products development JETRO invites the pilot companies to Japan and arranges their study tours in Japan JETRO Expert provides advice to pilot companies

22. JETRO Project for Improvement of Logistics Environment For further economic development of CLMV countries, it is necessary for these countries to build not only hard infrastructure, but innovate in building soft infrastructure, such as human resource development. JETRO held Logistics Workshops in CLMV countries, in which Japanese experts offer models and example scenarios for upgrading logistics services and management, targeting both the public and private sectors. Purpose Improved soft infrastructure can reduce such examples of poor cargo handling Dates: January 9 th (Fri) 2009, Place: in Vientiane, Organizer: JETRO, Lao National Chamber of Commerce and Industry (LNCCI) and Lao International Freight Forwarders Association (LIFFA) Co-Organizer: Ministry of Commerce of Lao PDR (MOC), Ministry of Public Works & Transport of Lao PDR (MPWT) Supporter: Embassy of Japan, Japan International Cooperation Agency (JICA), Ministry of Economy, Trade and Industry of Japan (METI) Agenda: Logistics Workshop in Lao PDR – The Potential of the Lao PDR in Logistics field from Japanese Companies Point of View -Doing Business in and with the Lao PDR- By Mr. Takashi Iijima, Executive Officer of Japan Logistics Systems Corp. (Holding Company of Logitem Laos GLKP Co., Ltd.) – The Examples and Proposal of Business Model in the logistics field for the Lao PDR By Mr. Shinji Ishihara, Professor of Tokai University – The Basic of Logistics, Necessity of Human Resource Development in Private Sector in Logistics field and Proposal for the Lao PDR By Dr. Hirohito Kuse, Professor of Tokyo University of Marine Science and Technology – Panel Discussion: Toward Realization of Logistics Nation Logistics Workshop in Lao PDR 22 On-going Projects in Laos

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24. 24 Development-and-Import Industrial Development Assistance Project Business development concept and checkpoints through the PDCA cycle Assessment of support plans PLAN (Selection criteria) DO CHECK ACTION Point 1 Existence of consumer needs and demand in the Japanese market Point 2 Assessment of local counterpart Point 3 Contribution to the local community Point 4 Validity of project plans for implementation Implementation of support plans

25. 25 Selection criteria (Point 1): Existence of consumer needs and demand in the Japanese market Does the product have high potential? Is there consumer need for the proposed product in the Japanese market? Will the product have any significant impact on the Japanese market? Does the product have originality, unique features that attract public attention and have competitiveness from a perspective other than price? Are there data that prove the existence of consumer needs? Will the product cause friction with industry organizations in Japan? Are there data that prove the existence of consumer needs? Will the product cause friction with industry organizations in Japan? Does the market exist for the product and is the product noteworthy? (Ex.) Is it a new product and is the project unique to the target country? Does the market exist for the product and is the product noteworthy? (Ex.) Is it a new product and is the project unique to the target country? (Ex.) Can the product and raw material only be procured from the relevant country? (Ex.) Are the product and raw material originally from the relevant country? (Ex.) Does the product have added value in terms of history, culture and tradition that began in the country of origin? (Ex.) Can the product and raw material only be procured from the relevant country? (Ex.) Are the product and raw material originally from the relevant country? (Ex.) Does the product have added value in terms of history, culture and tradition that began in the country of origin? Is the level of completion of the product extremely low and can it be improved? Has the product been traded in the country of origin in the past? Has the product been exported to Europe and the United States in the past? Is the level of completion of the product extremely low and can it be improved? Has the product been traded in the country of origin in the past? Has the product been exported to Europe and the United States in the past? Development-and-Import Industrial Development Assistance Project

26. 26 (1) Local counterpart (Government or public organizations) Do any local appropriate counterparts exist? Does the local counterpart have experience and know-how in the fields related to the product? Do any local administrative institutions and business organizations in the fields related to the product and theme exist? What functions do candidate institutions have? Do any local administrative institutions and business organizations in the fields related to the product and theme exist? What functions do candidate institutions have? Is the local counterpart highly-motivated? Does the product match the needs of the candidate institution, and are the persons in charge and persons responsible willing to cooperate? Does the institution have a personnel and budget structure that enables continuous support? Does the product match the needs of the candidate institution, and are the persons in charge and persons responsible willing to cooperate? Does the institution have a personnel and budget structure that enables continuous support? What kinds of support has the institution provided in the past? How are the supports evaluated? Do the persons in charge and persons responsible have the anticipated experience, know-how and capabilities? Whether the institution ensures continuity without personnel change. What kinds of support has the institution provided in the past? How are the supports evaluated? Do the persons in charge and persons responsible have the anticipated experience, know-how and capabilities? Whether the institution ensures continuity without personnel change. Selection criteria (Point 2): Assessment of the local counterpart (supporting organization) Selection criteria (Point 2): Assessment of the local counterpart (supporting organization) Development-and-Import Industrial Development Assistance Project

27. 27 Followings are some examples of points for consideration: 1.Can the candidate business operator produce and export the product with reliability? 2.Does the operator have experience and know-how in the field related to the product? 3.Is the operator highly-motivated? Followings are some examples of points for consideration: 1.Can the candidate business operator produce and export the product with reliability? 2.Does the operator have experience and know-how in the field related to the product? 3.Is the operator highly-motivated? Selection criteria (Point 2): Assessment of the local counterpart and selection of pilot companies for assistance. (2) Pilot producers/exporters(producers and exporters of the proposed product to Japan) for the project are selected through coordination between JETRO experts and the local counterpart. Development-and-Import Industrial Development Assistance Project

28. 28 Selection criteria (Point 3): Contribution to the local community Does the proposed product meet the policy needs of the partner country? How is support positioned in the local industry? Will the support cause friction with the related companies and organizations? Does the proposed product meet the policy needs of the partner country? How is support positioned in the local industry? Will the support cause friction with the related companies and organizations? How will the product be improved and developed? What added value will be created for the product, what techniques and know- how will be transferred, and what human resource development will take place in the country due to product development and improvement for Japan? How will the product be improved and developed? What added value will be created for the product, what techniques and know- how will be transferred, and what human resource development will take place in the country due to product development and improvement for Japan? Is the export business of the product to Japan expected to have medium- to long-term business continuity? What degree of increase is expected for employment in the related companies and producers income? Is it possible to spread and expand the experience and know-how of the relevant business into the local community? Is the export business of the product to Japan expected to have medium- to long-term business continuity? What degree of increase is expected for employment in the related companies and producers income? Is it possible to spread and expand the experience and know-how of the relevant business into the local community? Is the support suited to the needs of the partner country? Will the added value of the proposed product increase? What kind of ripple effects are expected in the local community? Development-and-Import Industrial Development Assistance Project

29. 29 Selection criteria (Point 4): Validity of plans for Implementation Can JETROs overseas offices provide assistance? Do other organizations provide support and cooperate with us to avoid redundancy? Can JETROs overseas offices provide assistance? Do other organizations provide support and cooperate with us to avoid redundancy? Is the organization for implementation valid? Does the realization of the goal require more budget and manpower beyond the ability? Are assigned tools effective? Does the realization of the goal require more budget and manpower beyond the ability? Are assigned tools effective? Is the project goal attainable within three years? Is the assistance unique to JETROs core competency? Can the plan of product improvement and export to Japan be realized within three years? Is the project goal attainable within three years? Is the assistance unique to JETROs core competency? Can the plan of product improvement and export to Japan be realized within three years? Is the input of resources appropriate? Are the purpose and goal of the project clear and valid? Is risk management enough? Is risk anticipated? Are measures to prevent risks prepared? Is risk anticipated? Are measures to prevent risks prepared? Is it possible to release and publicize the good results? Do the counterpart and assisted companies allow the results to be publicize? Development-and-Import Industrial Development Assistance Project

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31. 4+2 Important Ps To Doing Business with the Japanese 4Ps for marketing (Product, Price, Place and Promotion) Must be suitable or adaptable to the Japanese consumer Japanese have a high standard of quality Patience Japanese decision making takes longer than the American counterpart Consensus building = Ringi System and Nemawashi (Root-Binding) Perseverance A trusting relationship must be build first Long-term relationships 31

32. In Japanese, the words mono (thing) and zukuri (process making), when taken together literally mean the process of making or creating things. Monozukuri means having the spirit to produce excellent products and the ability to constantly improve a production system and process. 32 The Mindset of Monozukuri

33. Before advises from experts After Photos: Courtesy of Fairtrade Company 33 Kenyan hand-knit bags made from sisal fiber

34. Stingray Skin Products (Jewelry Box) 34 Before advises from experts After

35. Advices from JETRO Expert 35 Curved Line Slight Opening Round Edge Example Combine Different Material

36. Sales in Japan 36 Making sales in one of the major stationary shops in Tokyo(Ginza).

37. Please contact: Mr. Takashi Oku Asian Cooperation Division, Trade and Economic Cooperation Department Japan External Organization (JETRO) TEB@jetro.go.jp 37