The Japanese distribution system and implications for New Zealand traders

Abstract

For New Zealand to grow and prosper a vigorous and expanding export sector is required. In the foreseeable future problems faced by exporters include diversification away from E.E.C., transport costs and the adoption of a marketing philosophy appropriate to the 1980s. In the search for new trading partners, Japan is emerging as a major candidate. Accordingly the Research Unit has commenced a substantial research programme into Japan -New Zealand trade and market prospects. This Report is the first in a series concerned with particular aspects of the Japanese market. It is aimed at traders wishing to penetrate this market. It describes the principal characteristics and likely future changes in the Japanese distribution system and suggests appropriate entry strategies for New Zealand traders. The Japanese market studies are being carried out under the general direction of Professor Owen McCarthy.