Executive Summary:

Japan is an island nation in the East Asia region. Japan is a major economic power and is the

world's third-largest economy. It is also the world's fourth-largest exporter and fourth-largest

importer. Japan is one of the most densely populated countries in the world like Bangladesh.

Japanese do not reach growth heights considered common in many developed Western Nations.

Biologically people in East Asian countries tend to be shorter due to temperate climate and

environmental factors. The average height of males in Japan is 5 feet and 7 inches and the

average height of female is 5 feet and 2 inches. So we have chosen Japan as the perfect market

for our “height increasing or elevated shoes”. A height elevator shoe has an ingenious layer of

usually rubber or plastic which is placed under the insole of the shoe. The layer is positioned

under the wearer’s heel so that it props up the ankle and artificially increases the height of the

wearer. This gain in height will increase their confidence especially in men who are

uncomfortable with their heights in an office environment. The best part of the product is that it

can be fitted to almost any design of shoes depending on the customers taste.

When marketing such a product in Japan one must follow certain rules. The Japanese people are

most happy to communicate non-verbally and in Japanese, so learning the language is a must.

They are very hard working people and humble. They research about the product before they buy

it and are very keen on the product quality. So the marketing campaign has to be informative,

clear and cannot be too glamorous. The Japanese people follow a strictly male dominated

hierarchy when it comes to doing business. This can make waiting for decision a very lengthy

process. They believe in strong communities and put community’s wellbeing first regardless of

their own. But they are also very competitive among a group to achieve success. Japanese don’t

like surprises and always plan ahead to be prepared. We must also be aware of other prevalent

code of acceptable conduct to avoid any cultural shock.

We can make the product locally in Bangladesh using cheap labor and raw materials. Bangladesh

already has a thriving shoe making market and a height elevated shoe product will be in good

demand here at home. We can increase our export and earn in yen. The product is in huge

demand in Japan and we can capture greater market share by being the first to enter the market.

But there are competitors too like Apex who have an international brand image and can quickly

copy our business model and gain rapid market share due to better resources. Government

regulations along with negative economic trend in Japan are some of the other hurdles we have

to overcome since they are different than in Bangladesh.

We will name our brand “Kibou” which means a glimpse of hope in Japanese. Our target

customers are young and older generation Japanese who are struggling with confidence due to

their height. We want to focus more on professionals who are more interested in appearing in a

corporate image. Young customers usually change brands often to suite their taste unlike older

folks who stick one brand most of their lives. So we have to give excellent quality products and

introduce variety in our products to attract more customers. We will give them value for money

with a relatively low price which will increase our initial sales. Our marketing campaign will be

spread over the internet and outside with showrooms in 5 Japanese cities at commercial and

industrial areas where employees are more likely to work in organization and companies where

they have to be always in a formal setting.

Business Relation between Bangladesh and Japan:

Japan and Bangladesh have maintained friendly relations since February 10th, 1972, through

economic and technical cooperation, cultural exchanges and mutual visits. Japan is a major

development partner for Bangladesh, extending support to the efforts of Bangladesh for its

economic and social development. The economy of Japan is the third largest in the world after

the United States and the People's Republic of China and is the world's second largest developed

economy. According to the International Monetary Fund the country's per capita GDP (PPP) was

at $34,362or the 24thhighest in 2011.

Japan is also a major trading partner and source of foreign direct investment. Although the

volume of bilateral trade and investment is yet to reach the full potentials, joint and new efforts

may substantially raise the level for mutual gains. Bangladesh offers enhanced investment

support services, incentives, large market, inexpensive workforce and quality export products as

evidenced in JETRO studies recognizing the country with lowest cost of doing business and

capable of supplying IT products for Japan. Big businesses like NTT Docomo, UNIQLO,

SEIYU, Ito Yokado, NITORI, and Mitsubishi have started or negotiating for doing business in

Bangladesh. More such delegations also bear the testimony of the hard work and relentless

efforts this mission has put in to motivate and encourage the big Japanese companies to invest

and doing business in Bangladesh.

There are more than 10,000 Bangladesh nationals living in Japan and are engaged in various

activities including business, employment, research and academic related pursuits. There are also

good number of Japanese people living in Bangladesh who, too, are involved in various activities

such as business, employment and voluntary services. These expatriate nationals are providing

valuable contribution to the strengthening of people to people contact and are building a strong

bridge of friendship between Bangladesh and Japan.

Diplomatic Relation

1972 February Japan recognized the People's Republic of Bangladesh

1972 March Japan opened the Embassy in Dhaka

1972 July Bangladesh opened the Embassy in Tokyo

Bilateral Treaties and Agreements

1973 Exchange of Notes concerning the Dispatch of Japan Overseas Cooperation Volunteers

1978 Agreement for the Exchange of International Money Orders

1980 Agreement for Air Services

1982 Cultural Agreement

1991 Convention for the Avoidance of Double Taxation and the Prevention of Fiscal Evasion

with respect to Taxes on Income

1999 Agreement concerning the Promotion and Protection of Investment

2002 Agreement on Technical Cooperation

[Embassy of Bangladesh in Japan]

Introduction:

Japan is an island nation in East Asia. Located in the Pacific Ocean, it lies to the east of the Sea

of Japan, China, North Korea, South Korea and Russia, stretching from the Sea of Okhotsk in the

north to the East China Sea and Taiwan in the south. The characters that make up Japan's name

means "sun-origin", which is why Japan is sometimes referred to as the "Land of the Rising

Sun".

Japan has major economic power and is the world's third-largest economy by nominal GDP and

by purchasing power parity. It is also the world's fourth-largest exporter and fourth-largest

importer. Japan is one of the most densely populated countries in the world. Japan has a large

industrial capacity, and is home to some of the largest and most technologically advanced

producers of motor vehicles, electronics, machine tools, steel and nonferrous metals, ships,

chemical substances, textiles, and processed foods.

People of Japan like Bangladesh have very limited height. As it is in East Asia, people tend to

grow shorter in height compared to America due to temperate climate and environmental factors.

The average height of male in Japan is 5.7’’ and the average height of female is 5.2’’.

So for our business we have selected a special kind of shoe called “Height

increasing/elevated shoes”.

Height Increasing/elevated shoes:

Elevator shoes are shoes that have thickened sections of the insoles (known as lifts) under the

heels to make the wearer appear taller, or "elevate" them as the name suggests.

An elevator shoe can be made from different soles like plastic, wood, or rubber. The elevator

shoes helps to increase the height of a wearer by 2" to 3.2" and even by up to 5".

Components:

1. Upper

The upper is designed to accommodate the raised platform insert. There are more slopes between

the face and the post. Also, the heel counter has more of a curve to support the foot and is higher

than a normal shoe upper.

2. Insole

This is the magic part to increase height invisibly. It can be made from plastic, rubber, cork, or

foam. The front part is lower than the back part. There are different designs in the slope and

curve to fit different feet.

3. Mid-insole

Because the insole is usually made with soft and expensive material, it is easy to be worn out.

The mid-sole provide some level of buffer between insole and outer-insole.It prevents the

deterioration of insole and provides aeration.

4. Outer-soles

The outer-insole helps keep the wearer from feeling uncomfortable and allows a natural instep.

The natural rubber heels can be replaced by an ordinary heel.

Components:

Product chosen for the following purpose:

In current fashion and society, appearance is everything. For men who may not be as tall as

others in their work or social groups, being the short guy can be uncomfortable and

embarrassing. Men do have somewhere to turn to shop for height increasing shoes to have

increased height. There are several styles of shoes available for men in the market that can raise a

moderate height. But elevated shoes are for those who want to increase height significantly.

Thus, we have selected this product to do business in Japan.

This shoes provides anywhere from a mild height increase with dress shoes to a more significant

height increase with work boots and athletic shoes. The level of the height increase depends

entirely on the style of shoe and how much chamber is available to insert the material that helps

to increase the height on the inside of the shoe.

Our elevator shoes will invisibly increase the users’ height by 2 - 5.5 inches without losing any

comfort. Every pair of our shoes is stylish, comfort, high quality and is produced with best care.

Our elevator shoes are not going to make our customers grow taller, they are similar to high

heels but the heels are hidden and much comfortable.

With our patented height increasing shoes it will provide extra cushioning, the additional layer of

shock absorption cushioning ensure the bottom of feet to receive minimal impact from walking.

Men who want to be taller should give our elevated shoes a trial, andthey will not be

disappointed. In fact, our elevator shoes not just make people few inches taller, they also look

beautiful.

Advantages:

Customization can be done according to customer’s requirement in height.

The insole can be removed if wanted.

Can increase height up to 5’’.

Insoles can be trimmed for best fit.

Ideal for high profile shoes like high top sneakers and boots etc.

As people in Japan have a moderate height, our targeted business of selling height

increasing shoes there can gain ample amount of profit to our business.

We can manufacture it at low cost in Bangladesh and earn in Yen by exporting it to

Japan.

This product is an innovation in shoe industry, thus, if this business is carried out

successfully it can increase the demand in Japan as per the demand of more height.

Very few people are in this manufacturing industry because it has been kept secret, so

that buyers do not feel embarrassing that they are using certain product. So we can grab

this industry and utilize the opportunity.

Most men are in Japan are not confident enough due to moderate height.

Disadvantages:

We have few competitors in Japan who is doing this business including in USA, Korea,

and Europe.

Anyone can imitate our product business plan and come up with more innovative ideas

and grab the market.

Bigger companies like Apex can do the same and will get more consumers because of

their much bigger brand image internationally.

Cultural analysis:

Culture affects every part of our lives. It affects how we spend money and how consume in

general. There are many ways to think about culture. Geert Hofstede refers to culture as the

“software of the mind” and argues that it provides a guide for humans on how to think and

behave, it is a problem solving tool. Though the cultural differences between countries are

invisible but a marketer should not ignore this fact while doing business in foreign country.

To operate the business successfully in foreign country, marketer should have a great

understanding and deeper knowledge about the culture of the country.

Japanese culture:

As we are going to supply our product to Japan, the culture of Japanese will affect the tactics or

mechanics of successfully opening our business in Japan.

Most foreign businesses and companies never really manage to start a business in Japan (and

even if they do, they only manage to enter the market through a common distributor) mainly

because of the one and only misconception that has been doing the rounds and has been fueled

by certain infamous myths about doing business in Japan - which is dealing with the business

culture in Japan is somehow extremely risky. Luckily, their culture does not pose as an

impenetrable obstacle to doing successful business in the country.

The noticeable thing is that the people in Japan are all extremely service oriented. Service is the

backbone of their business ethics. In Europe or in USA, service is something that people are

required to pay for. But in Japan, service is just a part of the whole business; there is no need for

tipping.

Good customer service is very important issue in Japan. So we have to keep it on mind because

the biggest part of their business is to keep customer happy.

Japanese are mostly relying on facial expression, tone of voice and posture to tell them what

someone feels which is very important for us. Because we have to treat the customers and we

should have ideas about what they want.

They often trust non-verbal messages more than the spoken word as words can have several

meanings. When dealing with customers, marketers should keep it on mind.

Examples of their non verbal communication are given below:

Frowning while someone is speaking is interpreted as a sign of disagreement.

Most Japanese maintain an impassive expression when speaking.

Expressions to watch out for include inhaling through clenched teeth, tilting the head, scratching

the back of the head, and scratching the eyebrow.

Non-verbal communication is so vital that there is a book for 'gaijins' (foreigners) on how to

interpret the signs.

It is considered disrespectful to stare into another person's eyes, particularly those of a person

who is senior to you because of age or status.

In crowded situations the Japanese avoid eye contact to give themselves privacy.

While foreigners are expected to shake hands, the traditional form of greeting is the bow. How

far you bow depends upon your relationship to the other person as well as the situation. The

deeper you bow, the more respect you show.

The Japanese prefer to do business on the basis of personal relationships. In general, being

introduced or recommended by someone who already has a good relationship with the company

is extremely helpful as it allows the Japanese to know how to place you in a hierarchy relative to

themselves.

One way to build and maintain relationships is with greetings / seasonal cards. So we can give

our customers greeting cards occasionally when they will buy our products.

Some habits of Japanese consumers are given below:

1. They tend to agree with the opinion of other person, rather than to insist their own.

Therefore, they tend to be affected by the reputation among their colleague, friends,

neighbors and the recommendation by a salesman as well.

2. Their purpose to buy merchandise is for their practical use or, especially in case of

imported goods, for the ostentation of their social status.

Therefore, the price category of the merchandise they interest in is inclined to the lowest

and the highest. The lowest is for their practical use and the highest is for their

ostentation of their social status. Currently, this phenomenon is expanding in Japan as

"Two extreme price market segmentation". Western designer's brands are enjoying

expanding sales results as the highest merchandise while 100 yen shops are expanding to

big scaled store.

3. Their characteristics to be modest not appealing themselves affects the merchandises they

prefer. They prefer humble design not gaudy and too much appealing.

Cultural shock:

The degree of culture shock in Japan can be severe. In addition to the language barrier, which

becomes larger the farther from Tokyo you go, Japanese society has developed a very fixed code

of acceptable conduct, especially in the realm of business. Foreigners, or gaijin, very seldom fit

into this code without making a considerable effort.

The first thing that a marketer can face is the language barrier in Japan. To deal with the

customers and make conversation with the native distributors and businessmen in Japan, a

foreign marketer has to get some ideas of Japanese language. Learning Japanese can be very

challenging if you want to go beyond the basics of conversation. Besides the difficulty of

learning to read and write Japanese characters, there are very intricate systems of formal

language, which even native Japanese speakers find complex and difficult to master.

Bowing is very much the “thing to do” in Japan – if you are dealing with your customer,

thanking the customer, or when the customer is leaving, asking for something or just being

polite, you should bow. Incline your head with your hands at your sides – the deeper the bow, the

greater the respect being shown.

It is considered impolite for a Japanese person ever to come out with a direct 'No’. We have to

bear this in mind when a customer is asking for something or making order to our website. Even

a tiny hesitation or any vagueness in the response could actually mean 'no'. if we cannot help

them out with our product or service, we may explain the facts behind it to them, but should not

answer them with direct “no”.

There are also some superstitions in Japan which we have to know to do business with the

Japanese customers. Many Japanese superstitions grow from the language’s limited sound

system.

For example, the number 4 and 9 are considered as the bad luck to them. Because the

pronunciation of the number 4 is “shi”, which also means DEATH. And the word “ku” means

both “suffering” and the number 9.

The famous “menekineko” or beckoning cat, can often be seen in the entrances of shops and

restaurants, and is supposed to help bring good luck. A raised right paw attracts money, while a

raised left paw protects money. The higher the paw is raised, the greater the luck it will bring.

Impact of the cultural analysis in our business plan:

After getting knowledge about Japanese culture, we have to focus on the buying behavior of the

customers which mostly depends on the culture. It is important to identify the target users,

review the value to customers and adjust the selection of items and prices based on a quantities

understanding of changes in consumer attitude.

The customers in Japan generally gather information before buying. This is because the internet

has become widely used as a tool for gathering information to the Japanese.

In addition, active information exchange through word of mouth can also influence their buying

behavior.

Japanese are willing to pay a premium price for the extra cost as they value more product quality

and view information such as brand, service, packaging and advertising as important variable in

assessing quality and making decisions.

Japanese are highly demanding customers and they do spend less or better and buy what is

necessary.

This information we got from the cultural analysis which may affect our business in Japan.

Hofstede’s cultural dimensions in Japan:

Power distance:

At a score of 54, Japan is a mildly hierarchical society. Yes, Japanese are always conscious of

their hierarchical position in any social setting and act accordingly.  However, it is not as

hierarchical as most of the other Asian cultures. Some foreigners experience Japan as extremely

hierarchical because of their business experience of painstakingly slow decision making process:

all the decisions must be confirmed by each hierarchical layer and finally by the top management

in Tokyo. Paradoxically, the exact example of their slow decision making process shows that in

Japanese society there is no one top guy who can take decision like in more hierarchical

societies. Another example of not so high power distance is that Japan has always been a

meritocratic society. There is a strong notion in the Japanese education system that everybody is

born equal and anyone can get ahead and become anything if he (yes, it is still he) works hard

enough.

Individualism:

Japan scores 46 on the Individualism dimension. Certainly Japanese society shows many of the

characteristics of a collectivistic society: such as putting harmony of group above the expression

of individual opinions and people has a strong sense of shame for losing face. However, it is not

as collectivistic as most of her Asian neighbors. The most popular explanation for this is that

Japanese society does not have extended family system which forms a base of more collectivistic

societies such as China and Korea. Japan has been a paternalistic society and the family name

and asset was inherited from father to the eldest son. The younger siblings had to leave home and

make their own living with their core families. One seemingly paradoxal example is that

Japanese are famous for their loyalty to their companies. In more collectivistic culture, people

are loyal to their inner group by birth, such as their extended family and their local community.

Japanese are experienced as collectivistic by Western standards and experienced as

individualistic by Asian standards. They are more private and reserved than most other Asians.

Masculinity / Femininity:

At 95, Japan is one of the most masculine societies in the world. However, in combination with

their mild collectivism, you do not see assertive and competitive individual behaviors which we

often associate with masculine culture. What you see is a severe competition between groups. In

corporate Japan, the employees are most motivated when they are fighting in a winning team

against their competitors. An expression of masculinity in Japan is the drive for excellence and

perfection in their material production (monodukuri) and in material services (hotels and

restaurants) and presentation (gift wrapping and food presentation) in every aspect of life.

Notorious Japanese work holism is another expression of their masculinity. It is still hard for

women to climb up the corporate ladders in Japan with their masculine norm of hard and long

working hours.

Uncertainty avoidance:

 At 92 Japan is one of the most uncertainties avoiding countries on earth. This is often attributed

to the fact that Japan is constantly threatened by natural disasters from earthquakes, tsunamis

(this is a Japanese word used internationally), typhoons to volcano eruptions. Under these

circumstances Japanese learned to prepare themselves for any uncertain situation. This goes not

only for the emergency plan and precautions for sudden natural disasters but also for every other

aspects of society. You could say that in Japan anything you do is prescribed for maximum

predictability. From cradle to grave, life is highly ritualized and you have a lot of ceremonies.

For example, there is opening and closing ceremonies of every school year which are conducted

almost exactly the same way everywhere in Japan. At weddings, funerals and other important

social events, what people wear and how people should behave are prescribed in great detail in

etiquette books. School teachers and public servants are reluctant to do things without

precedence. In corporate Japan, a lot of time and effort is put into feasibility studies and all the

risk factors must be worked out before any project can start. Managers ask for all the detailed

facts and figures before taking any decision. This high need for uncertainty avoidance is one of

the reasons why changes are so difficult to realize in Japan.

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Problems of Hofstede’s Cultural Dimension:

Power Distance

Japan is near the world average in power distance, according to Hofstede’s studies. However,

recent trends suggest that the Japanese are beginning to question those in power more frequently.

This change has occurred dramatically in the political arena where there have been no fewer than

14 prime ministers in the last 20 years (Economist, 2010). The recent victory of the Democratic

Party of Japan in the 2009 elections was a significant event as the party vowed to diminish the

power of the bureaucrats. These displays of power change and willingness to criticize suggest

that Japan is becoming less tolerant of power distance.

Individualism – Collectivism

In previous studies, Japan has tended to lie toward the collectivist end of the individualism –

collectivism dimension. Historically, a major factor of Japan’s collectivism was its ability to

provide full employment to its citizens (Economist, 1994a). However, there are signs that this

close relationship between employer and employee is becoming strained. Further, white collar

workers are being laid off due to a bloated management system (Schlender, 1994). Other

employers are becoming increasingly reliant on “irregular,” or temporary, workers (Economist,

1994b).

Masculinity – Femininity

Japan is one of the most masculine countries in the world. In fact, according to Hofstede’s

original sample Japan is number one in the world in this dimension, but this too is changing. One

reason occurred in 1986, when the equal-employment-opportunity legislation removed many

legal barriers to women in the workplace. Women now frequent the workplace. This shift in

culture is tempered by the fact that 62% of women quit work after their first child (Wei-hsin,

2005). However, more women are choosing to remain in the workforce even after child-birth.

Uncertainty Avoidance

Japanese tend to avoid uncertainty but the current and future work environments may be

affecting their tolerance for uncertainty. One possible cause of this change is that manufacturers

are leaving Japan. This has limited job opportunities domestically and effectively made Japan a

“one-shot society” student have one shot to find employment upon graduation or they are frozen

out of the market. This will effectively decrease the number of employees that are loyal to a firm

and cause an increase in entrepreneurial traits.

Self Reference Criterion:

International marketing involves working in various cultural environments. This implies that a

self-referenced behavior may not be the "right" behavior when looked at from the target culture

perspective. This is why the reality of this cultural difference and the likelihood of self reference

criterion are necessary in international marketing. It is the unconscious tendency of individuals to

use the standards of one's own culture in evaluating others. For instance, a traditional society

may be seen as backward and not motivated for preserving traditional values, while new

technologies or social customs were not adopted. SRC use is based on the assumption that a

person will sense that unique solutions are required by foreign situations; a different situation

cannot be generalized upon due to the fact that such situation is unknown.

Successful sale of a product in the local market, will always assume that the product will also be

successful in international markets not minding adaptation. This assumption often times results

to failure. The assumption of Self Reference Criterion implies that, what is suitable for the local

market will be suitable for the international market, hence it is needless to experiment whether or

not the product should be changed.

Both in our country and in Japan, elevator shoe is a necessary product as it functions as the

height increasing product. Elevator shoes help to increase the height of e wearer by 2” to 3” and

even by up to 5”. So the core features and functions of this product should be the same in both

the home country and he targeted country.

Geography factors are the most important in doing business in foreign country. It mostly depends

on the supply routes.

It is easy to receive raw materials and goods in our home country. But providing goods and raw

materials to Japan may not this much easier. We also have to identify the fact that how to ship

the product or how the customers will pick them up?

Competition is also a major fact in different geographical environment. we have to know about

the competitors in the foreign land. We should have a clear idea about how to compete with them

or how to treat them. May these factors will not match with our home country.

And lastly Governmental Regulations, which do not match with one another because each

country has certain restrictions, incentives, and rules that, may affect the overall cost of doing

business relative to compliance to specific laws or civic culture.

Social factors are also one of the key factors in SRC. The social factors in our country and in

Japan are widely different. These change the preferences, wants, and buying behavior of the

customers. The same product may have different appeal to a Bangladeshi customer and a

Japanese customer. Their preference, fashion will not match. So we have to make our product

attractive in a way Japanese want and are comfortable with.

Everyone has our different perceptions of foreign environments. Since they are different, there

should be a separate and individual approach of each culture. From the expectation of each

person, there is the prevalence of certain values, which are the outcome of one individual

experience with those people, products, or events of that culture.

Cultural and Social Impact:

Social structure has traditionally presented a risk for lunch this elevated shoes businesses due to

the closed nature of its society in Japan.

Japan remains a very highly homogenous society where the individuals measure their value in

society by their standing in the group that might create impact because they don’t like most of

them new brand of product also they are highly homogenous society people if one cannot like

this brand other also may not like that brand.

Their culture is so sensitive. our company have to know their cultural manner ,that is very much

important to build with customer and distributor strong relationship if our company do not know

that create impact for build relationship of them and also destruct our brand image.

Our Company have to understand their Language , analyze their culture and also analyze their

need and want before lunch this business it’s very important for company otherwise company

branding will be unsuccessful because Japanese are given much priority of their language and

culture .if company want their information about which type of design they are like ,and their life

style , their cultural factor and build relationship with customer and for everything company

have to know their language.

Company loyalty tends to be very strong in the older generations. Young generation are less

loyal they are switching brand to brand where they have cheap prices and good quality shoes.

Our company has to consider young and old generation choices.

Patriarchal relationships between companies and employees will make it difficult to attract

experienced employees.

Political environment impact:

Although Japan is politically stable, companies can be at a disadvantage operating in Japan due

to Keiretsu, the close relationship between businesses and government officials, and the resulting

lack of transparency. Japan’s high corporate tax rates (10%) pose a disadvantage to this elevated

shoes expansion here.

This coupled with the banking system that is not performing well and the tariff and non-tariff

barriers to trade have increased the risk ratings of Japan,.

To lunch this business needs to further investigate Japan’s strategy towards overcoming the

downward trend in population that will increase the strain on Japan’s economy and the GDP

(CIA World Fact Book, 2006).

This trend increases the risk in a generally tight labor market and, with the stability of regional

government relationships being threatened as a result of the North Korean missile crisis, even an

increase in immigration quotas may not be effective.

Export procedure in Bangladesh:

1. Importer gives the order:

We select a distributor who gives the order in our company. Before exporting the product

Japanese Importer have to give the order of elevated shoes in our company then our company

export the product in Japan.

Two types of order they give in our company

1. Open order (this order include only name of the shoe, and quantity)

2. Conditional order (this order include name of product, quantity, size, packaging, insurance,

ISO certificate, payment bill etc.)

2. Order received:

If we satisfied their order condition then we give the importer a written document about our

confirmation.

Our company gives the instruction and request to the importer that they have to open L.C any

listed Bank of Japan. Then send the L.C paper.

Then our company and importer sign exchange rate contract

Our company has to get approval for this export

Then we rent a ship or cargo there has to submitted product name, quantity, and their document.

Our company has to collect the insurance paper

Our company has to get Approval from custom clearance for export this product

Our company has to get quality control from custom authority, then shipment our product.

Then our company gives the news of sending the product to the importer

Some document also has to send to the importer-

Bill of landing

Bill of exchange

Consular of invoice

Marine insurance

Import procedure in Japan:

a. Outline of Import Clearance

Distributor have to declare to the Director-General of Customs about our imported product for

obtain an import permit after necessary examination of the product concerned. The formalities

start with the lodging of an import declaration and end with issuance of an import permit after

the necessary examination and payment of Customs duty and excise tax. In this way, measures

are taken to ensure the fulfillment of the requirements for the control of foreign exchange and

other regulations concerning the importation of products.

The basic procedure for submitting declaration documents to Customs is explained below.

b. Import Declaration

(1) Completion and Submission of Import Declarations

Declaration must be made by lodging an import (Customs duty payment) declaration describing

the quantity and value of goods as well as any other required particulars.

This import declaration must be made, in general, after the products have been taken into a Hozei

area or other specially designated zone.

(2)Approval for Engaging in Loading/Unloading, Transporting, or Storing product in a

Hozei Display Area

(3) Declaring

Import declaration must be made, in principle, by the person who is importing the goods.

Usually, a Customs broker files the declaration as a proxy for importers.

(4) Documents to Be Submitted

An import (Customs duty payment) declaration form (Customs form C-5020) must be prepared

in triplicate and submitted to Customs with the following documents:

1. Invoice

2. Bill of lading or Air Waybill

3. The certificate of origin (where a WTO rate is applicable)

4. Generalized system of preferences, certificates of origin (where a preferential rate is

applicable)

5. Packing lists, freight accounts, insurance certificates, etc. (where deemed necessary);

6. Licenses, certificates

7. Detailed statement on reductions of, or exemption from Customs duty and excise tax

(when such reduction or exemption is applicable to the products);

8. Customs duty payment slips (when products are dutiable).

In principle, Customs requires only those additional documents necessary to ascertain

important considerations for permission.

C. Verification of Other Laws and Regulations

Custom verify is this product harmful for their economy, and hygiene, or on public safety and

morals, if not they give importer verification certificate.

D. Approval for storing product.

Approval for storing product.

Approval for Engaging in Loading/Unloading, Transporting, or Storing product in a

Hozei Display Area

Import Permit (Import Declaration of Accompanied Personal Effects, etc. by Ship Crew)

Permit for Import

Approval of Declaration of Importing product Without Storing in a Place Designated by

the Director-General of Customs Approval of Declaration of Reshipping products

Without Storing in a Place Designated by the Director-General of Customs.

Approval for Withdrawing Goods Prior to Import Permit

Identify the Customer:

We have to identify the customer for lunch our product in Japan. our product is elevated shoe so

our target customer are-

Japan most people’s are unhappy about their height and most Japanese are think that if they will

be 2’-4’ inch tall this looks them very much smart and attractive so they are our target customer

because our elevated shoes increases their height and how much height they want ?so this

product fulfill their desire .

Who are official person and want to be always formal, simply we can say that that professional

person they are our target customer are.

our company targeted Japan 5 cites customer where bank, industries, factory, multinational

companies and other organization is available because these type of organization and

companies employee have to be always formal in office so we want to give this places

showroom and distributed our product for popularity and availability.

Also we are targeted young generation and we are giving value their choices and we have

excellent quality and designing shoes which must be attract their and increase their experience

level high.

Brand name:

We will name our Brand “kibou” which means a glimpse of hope in Japanese. Most Japanese

people over 30 in Japan are around 5”4 and our secret height increaser will provide them hope to

look taller and better. Another big reason behind giving it a Japanese name is the fact that

Japanese consumers prefer products which have smell of their own soil.

Market Positioning:

“Kibou” will position itself as a brand which gives consumers value for their money. We prefer

to keep our price low because research shows that more than 52 percent choose Japanese product

over foreign products when the price and quality I almost same. Another big reason for keeping

the price as low as possible is the fact that more than 63 percent Japanese people consider

whether the price is worth before buying their product.

Evaluate the product as an innovation as it is perceived by the intended market:

This product offers Japanese people a chance to look tall and stand out from the crowd. our hills

are completely invisible and as a result people around the user won’t have any idea about it. 

Relative Advantage

Our advantage is our affordable price. Normally the makers of this kind of shoes charge higher

price since very few competitors are actually available in market. We will offer our consumers

invisible height increaser at a very affordable price and its realistic for us since the cost of shoe

labors in Bangladesh is pretty low.

Compatibility

No change in how our manufacturing of distribution process..  The same basic steps are

necessary.

 

Complexity

Understanding the use and benefits of our shoes is more complex. Some consumers may think

we will only give them additional sols with our shoes. Giving them clear idea about our products

is our main challenge.

Trial ability

There is little economic risk associated with the use of our test and no social risk. Our consumers

can take trial before the buy our magic shoes to remove their doubt about our product.

 

Observability:

The benefits of our product have to be communicated in a fairly secret manner. Our consumers

will want to keep it secret because they are filling their minuses with our product.

Market Access

We will make agreement with some leading distributors of cities like: Tokyo, Yokohama,

Kawasaki, Nagoya and Osaka. Our agreement will be on the basis of sales with our distributors.

Under our agreement distributors will get 10 percent of profit we make from per pair of shoes.

We will also offer them bonus of 200 us dollars if the sell 100 pair of shoes in a month.

 Packaging

We will packet our product in a completely secret manner to ensure the privacy of our

consumers. Our main focus is on color when it comes to packaging of our shoes. The boxes of

our invisible height Increaser will have blue color since blue symbolizes hope in Japanese

culture and hope is what our Shoes provides to short people. We give special focus on color

because more than 20 percent Japanese Value colors when they are buying their product.

Promotional Activates

Main objective:

The main objective of our promotional activates is to be relevant with Japanese people and their

culture. Our promotional activates will have Japanese flavor on it. Elevated shoes are not a

product which we can promote publicly; instead we will go for more secret and innovative way

of promotion. Our main target is to promote our product through internet which is much more

effective and affordable. Japan is the 4th largest population of internet users around the world.

Throughout the years, internet penetration has been increasing. Currently 80 percent of the

population uses the internet.

Height related blogs:

We will give link of our website on various height related blogs to get the attention from those people who are not satisfied with their height. By some estimates, as much as 40 percent of Japanese blogging is done by bloggers in Japan shy away from politics, controversy. Example: Gigazine, Engadget Japanese etc.

Mixi:

Social networking site mixi has the highest market share in Japan. It has more more than 80 percent of market share in Japan. As a result it is our main target instead instead of facebook and twitter. We will promote our Brand on mixi.

Billboard:

We will have billboards on cities such as: Tokyo and Osaka. Our billboards will be different

from other traditional billboards. It will have no message to the customers. It will only have the

address of our website. Face book pages and contacts. We prefer blue because this color

symbolizes hope.

Visit www.kibou.com

or

Hotline: 01688048314 For height increasing secrets

Pricing

We will make contracts with some local shoe manufacturers in Bangladesh. They will deliver us

shoes which cost around 13 us dollars to 30 us dollars. Then shipment will cost around 15 dollars

parcel with 10 percent tax. If we include everything the total cost of our average shoe will be

around 60 dollars and we want to make 20 percent profit the selling price will be 60 dollars

which is still pretty low if you compare the competitors selling price.

Local Distributors:

For first three year we select 5 cities of Japan for selling our product. We select those because

economy of those cities is very good and we have a good market in those cities. Because

maximum people in those city can afford our shoe. For that we select some distributor of those

cities who will work for us for distributing and selling our product.

Name of our targeted cities are given below:

1. Tokyo

2. Yokohama

3. Kawasaki

4. Nagoya

5. Osaka.

In each of those cities we select individual distributor who will distribute and sell our shoes and

for this we will give them 30% profit as their commission for each pair of shoes. For this we

will rent five office in those five city from where our all this we will can maintain easily.

Distributor relationship:

Building relationships is a very important part of running a successful business. We must have to

build and maintain healthy relationships with our employees, customers, suppliers and

distributors. The relationship with our distributors is a crucial one that is essential to the success

of our business. Without distributors, our product will not make it to the customer, and without

the customer we will have no profit. Without profit our business cannot thrive. Keep this in mind

during all interactions with our distributors and we will be well on our way to positive business

growth. We will follow four major steps for building better relationship with our distributors

who will work for us in Japan’s targeted market.

The steps are described below:

Step 1:

We will meet with our distributors in person. While telephone and email are effective means of

communication, they should not be our only means. By scheduling time for face-to-face

meetings with our distributors we are sending the message that they are important to our

business.

Step 2:

Keep communication open. An open line of communication is essential in any relationship --

business as well as personal. It is important for our distributors to know that they have a voice

that is heard. Likewise, we need to keep them informed about what is going on in our end of the

business.

Step 3:

We will support distributors by participating in their meetings. Not only will this keep we

informed about the inner workings of their end of the business, but it will show that we care

enough to be involved. Participating in meetings will also give us the chance to voice our

opinion and take a more active role in the business.

Step 4 :

Attend events sponsored by our distributors. This shows we support for their business and is an

excellent opportunity for networking. In addition to strengthening our relationship with the

distributors we may also be able to build new business relationships.

So by those steps we will follow to maintaining our relationship with our distributors because

they are our one of the main way for selling our product in Japan.

Our competitors:

There are our two types of competitor in Japan. They are:

1. Online shop and

2. Local brand.

Online shop:

Online shopping or online retailing is a form of electronic commerce which allows consumers to

directly buy goods or services from a seller over the Internet using a web browser. Alternative

names are: e-shop, e-store, Internet shop, web-shop, web-store, online store, and virtual store. An

online shop evokes the physical analogy of buying products or services at a bricks-and-mortar

retailer or shopping center; the process is called business-to-consumer (B2C) online shopping. In

the case where a business buys from another business, the process is called business-to-business

(B2B) online shopping. The largest of these online retailing corporations are eBay and

Amazon.com, both based in the United States.

Our online competitor’s names are given below:

1. Rakuten.com

2. Daisojapan.com

3. Jshoppers.com

4. Daisojapan.com

5. Japamart.com

6. Hoyoyo.com

7. Alibaba.com

8. Amazan.com

9. Globalsources.com

10. Menstallshoes.com

11. Ikian.com

12. Bugarrishoes.com

13. Nipponshoes.com

14. Farfetch.com

15. Bugarrishoes.com

16. Tallmenshoes.com etc.

Local brand:

Local brand is a company brand marketed exclusively in only one country. If I clear more, a

brand name that is marketed throughout one country only. However, a national brand may be

marketed in different countries under a different name. Our main competitor name is Guangzhou

chang feng shoe manufacture Co. Ltd which is started China in 1996. They supplies shoes in

Japan, USA, Europe, Korea and other countries.

Other local brand name of Japan is given below:

1. Himiko,

2. Diana,

3. Mode et,

4. Jacomo

5. Fin,

6. Reagal,

7. Jelly Beans,

8. Ecco etc.

Sales Forecasting:

In the first quarter there will be small amount of sales and our distributor will promote our

product in that period. From the second period the sales will increase inclemently. 3rd quarter will

mark a larger increase in the sales. We assume that we can sell 5000 unit in the first year. Next 3

year sales amount will be respectively 5000,8000,10000.

Quarter 1

Quarter 2

Quarter 3

Quarter 4

$0

$20,000

$40,000

$60,000

$80,000

$100,000

$120,000

$140,000

$160,000

$180,000

Year 1 Year 2 Year 3 $0

$100,000

$200,000

$300,000

$400,000

$500,000

$600,000

$700,000