What are the key points Japanese companies often overlook during global expansion?

Global Expansion is a term that has been spoken about by many companies.
However, there are still not that many Japanese companies actually entering overseas markets and achieving success.

Why is this?

Based on CORISE's experience in supporting various fields, it can be said that there are some crucial points that are commonly overlooked by Japanese companies.

This article explains those points and how to prepare for them.

① The "Quality" of Local Market Research is Weak

The most common issue is being satisfied with superficial market research.

• Local language-based actual consumer behavior analysis is insufficient

• Attempting to apply Japanese success patterns without understanding cultural differences and values

• Insufficient detailed verification of local partners and regulations

The possibility of failure by advancing into the market with research based solely on Google searches and Japanese materials is extremely high.

Countermeasure: Essential practices include gathering primary information in the local language, collaborating with local partners, and understanding the culture thoroughly.

② Brand Planning is Premised on "Domestic Japan"

It is very common to bring the successful brand strategies from Japan directly overseas.

• Names cause misunderstandings in the local language

• Visuals and color schemes are culturally perceived negatively

• Storytelling is misaligned with local values

Countermeasure: Ensure a "global adaptation" process for brands during the planning stage.
A local brand guideline and UX redevelopment are indispensable.

③ Operational Structure Setup is Deferred

Even if a corporate establishment or sales launch is successful, many stumble during the subsequent operational phase.

• Failure to standardize business processes at overseas locations

• Weak awareness of global compliance in legal, accounting, and tax matters

• Ambiguous communication and authority design with local staff

Countermeasure: Incorporate a distinct "Operational Design Phase" from the early stages of expansion, fostering a culture of organization-wide alignment.

④ Gap in Sense of Speed

Japanese companies tend to fall into "perfectionism."
On the other hand, in the global market, speed is everything in many situations.

• Product launch speed is too slow, causing missed market opportunities

• Unable to keep up with the swift responses of local competitors

• Relationships deteriorate due to perceived lack of speed by overseas partners

Countermeasure: Cultivate a culture where it's crucial to launch to the market at 80% completion and rapidly improve based on feedback.

Conclusion

Global expansion is not merely setting up "overseas corporations" or "exporting," but optimizing the overall business design to fit the local market specifications.

CORISE identifies these often-overlooked points in advance and supports the design and execution of tailor-made global expansion strategies for each company.

Although "overseas expansion seems difficult," this is an era where proper preparation and understanding of the local area lead to significant results.

Why not step into the next global growth phase with CORISE?

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CORISE provides comprehensive support from corporate establishment to operational structuring, brand planning, and global expansion support through AI utilization.
For more details, please feel free to contact us.