Nguyễn Quang Tiến-195080345-International Marketing

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UNIVERSITY OF ECONOMY-FINANCE HCMC
~~~~~~*~~~~~~
MARKETING PLAN VIETNAMESE COFFEE IN JAPAN
MEMBERS OF GROUP 2
• Nguyễn Quang Tiến-195080345
• Nguyễn Vĩnh Thiên Thanh-195081129
• Đỗ Thị Mỹ Phượng-195081375
• Đỗ Nguyễn Tú Trang-195081657
• Trần Nguyễn Nhật Vy-195080518
• Phạm Trường Vĩ-195081368
• Dương Gia Bảo-195041567
LECTURER: DINH TIEN MINH
CLASS: MKT1106E.B02E GROUP: 02
HCMC, January 2022
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INTERNATIONAL MARKETING LECTURER: DINH TIEN MINH
UNIVERSITY OF ECONOMY-FINANCE HCMC
~~~~~~*~~~~~~
MARKETING PLAN VIETNAMESE COFFEE IN JAPAN
MEMBERS OF GROUP 2
• Nguyễn Quang Tiến-195080345
• Nguyễn Vĩnh Thiên Thanh-195081129
• Đỗ Thị Mỹ Phượng-195081375
• Đỗ Nguyễn Tú Trang-195081657
• Trần Nguyễn Nhật Vy-195080518
• Phạm Trường Vĩ-195081368
• Dương Gia Bảo-195041567
LECTURER: DINH TIEN MINH
CLASS: MKT1106E.B02E GROUP: 02
HCMC, January 2022

TABLE OF CONTENTS
A. CULTURAL ANALISIS ................................................................................................. 6
I. INTRODUCTION.......................................................................................................... 6
II. BRIEF DISCUSSION OF THE COUNTRY’S RELEVANT HISTORY ............... 6
1. TODAY ....................................................................................................................... 7
2. AT A SUMMIT MEETING IN APRIL 2021 .......................................................... 8
II. GEOGRAPHY SETTING ........................................................................................... 9
1. LOCATION ................................................................................................................ 9
2. CLIMATE ................................................................................................................. 10
1. TOPOGRAPHY ....................................................................................................... 13
IV. SOCIAL INSTITUTION .......................................................................................... 15
1. FAMILY.................................................................................................................... 15
1. EDUCATION ........................................................................................................... 19
1. POLITICAL SYSTEM ............................................................................................ 21
2. LEGAL SYSTEM .................................................................................................... 23
V. RELIGION AND AESTHETICS ............................................................................. 26
1. RELIGION AND OTHER BELIEF SYSTEMS ................................................... 26
2. AETHESTIC ............................................................................................................ 27
VI. LIVING CONDITION ............................................................................................. 29
1. DIET AND NUTRITION ........................................................................................ 29
2. HOUSING ................................................................................................................. 39
5. SOCIAL SECURITY ............................................................................................... 49
6. HEALTHCARE ....................................................................................................... 50
VII. LANGUAGE ............................................................................................................ 50
1. OFFICIAL LANGUAGE ..................................................................................... 50
2. DIALECTS IN JAPAN ............................................................................................ 51
B. ECONOMIC ANALYSIS .............................................................................................. 51
I. INTRODUCTION........................................................................................................ 53
II. POPULATION ........................................................................................................... 54
1. TOTAL ...................................................................................................................... 54
2. DISTRIBUTION OF POPULATION .................................................................... 54
3. ECONOMIC STATISTICS AND ACTIVITY ..................................................... 61
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III. DEVELOPMENTS IN SCIENCE AND TECHNOLOGY ................................... 75
1. OVERVIEW ............................................................................................................. 75
2. JAPAN’S TECHNOLOGY LANDSCAPE ........................................................... 77
3. ROBUST TELECOM SECTOR ............................................................................ 78
4. PRESENCE OF LARGE GLOBAL AND DOMESTIC PLAYERS .................. 78
5. COMMERCIALIZATION OF NEW IDEAS ....................................................... 78
6. HIGH-TECH LARGE COMPANIES ................................................................... 79
7. GOVERNMENT SUPPORT FOR R&D ............................................................... 80
IV. DISTRIBUTION CHANNEL ..................................................................................... 81
1. RETAILERS ............................................................................................................ 81
2. IMPORT/EXPORT AGENTS ................................................................................ 81
3. WAREHOUSING .................................................................................................... 83
4. PENETRATION OF URBAN AND RURAL MARKET .................................... 84
V. MEDIA ............................................................................................................................ 85
1. AVAILABILITY OF MEDIA ............................................................................... 85
2. NEWSPAPERS AND PRINTED PRESS ............................................................. 85
3. RADIO AND TELEVISION ................................................................................. 86
4. NEW MEDIA AND THE INTERNET ................................................................. 86
5. SYSTEMIC ISSUES .............................................................................................. 86
C. MARKET AUDIT AND COMPETITIVE MARKET ANALYSIS .......................... 86
I. INTRODUCTION........................................................................................................ 86
II. THE PRODUCT ......................................................................................................... 87
1. RELATIVE ADVANTAGES .................................................................................. 87
D. COMPARE AND CONTRAST YOUR PRODUCT AND THE COMPETITION’S
PRODUCT(s)....................................................................................................................... 96
E. PRELIMINARY MARKETING PLAN ...................................................................... 99
I. COMPANY ................................................................................................................... 99
1. VISION...................................................................................................................... 99
2. MISSION .................................................................................................................. 99
3. GOAL ...................................................................................................................... 100
4. MATERIAL AND MACHINE ............................................................................. 100
5. SWOT ...................................................................................................................... 101
6. COST ....................................................................................................................... 101
7. METHODOLOGY ................................................................................................. 103
II. MARKETING OBJECTIVES ................................................................................ 104
1. TARGET MARKET .............................................................................................. 104
2. POSITION .............................................................................................................. 106
3. MARKETING MIX ............................................................................................... 107
REFERENCES .................................................................................................................. 111
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A. CULTURAL ANALISIS
I. INTRODUCTION
Japan, also known as the land of the rising sun, is an island nation consisting of four large
islands and many smaller islands. The islands lie in an arc on the Pacific coast of
northeastern Asia, forming part of the volcano's "Ring of Fire". From north to south, this
chain of islands is more than 1,500 miles long, but it is only about 130 miles wide; Its total
area is just under 150 thousand square miles. If placed along the Pacific coast of North
America, the islands of Japan would extend from the northern part of Washington State to
the southern tip of Baja California in Mexico, and as a result Japan has a large variation in
size climate.
Japan is an East Asian country of about 126 million people, located on the eastern edge of
Korea, Russia, and China and stretching from the Sea of Okhotsk in the north to the East
China Sea and Taiwan island in the south.
The Cabinet of Ministers General is the title of the title of the current head of the Cabinet
(ie government) of Japan; has the same duties and powers as the Prime Minister of a
constitutional monarchy. The Cabinet of Ministers General is appointed by the Emperor
after being nominated by the National Assembly from the members, and must gain the
confidence of the House of Representatives to exist in this position. The name Cabinet
General Ambassador of the Prime Minister means the head of the Cabinet and appoints or
dismisses Ministers. The person who currently holds this position is Kishida Fumio.
II. BRIEF DISCUSSION OF THE COUNTRY’S RELEVANT HISTORY

From 1926 to 1945, this was the period when Japan fell into economic recession and
diplomacy fell into a stalemate. In September 1931, Japan invaded Northeast China, and in
1940, the Japanese Empire invaded more Southeast Asian countries.
From 1945 to 1952, the US occupied Japan, the first time Japan was occupied by foreign
troops.
In 1946 the new constitution was promulgated, the Emperor lost all political and military
power and was only the symbol of the state. Apply universal suffrage and ensure human
rights. Japan is forbidden to lead wars and maintain an army. Shinto and the state are
clearly separated.
In 1954 the Japan Self-Defense Force was established. After being defeated in World War
II, Japan focused on economic recovery and development at a "miracle" speed.
Tokyo City
1. TODAY
Japan is a country that is poor in minerals, has little arable land, and because there are
many volcanoes, there are frequent earthquakes, and it has to suffer the great
consequences of war. However, Japan has carried out reforms and achieved many
achievements in many fields of economy, society, education... and has become one of
the industrial powers in the world.
Nearly 20 million people live in the city of Tokyo, the unofficial capital of the
country. The Tokyo metropolitan area, including Tokyo and surrounding satellite
cities and provinces - is the largest megacity with more than 35 million residents as
well as possesses the most highly urbanized economy in the world today - keeping 1st
place globally in terms of GDP in 2020.
Japan today is a member of almost all major global organizations, among which are
prominent: United Nations, APEC, OECD, WTO, IAEA, Paris Club, East Asian
Community, G-20 , is the first and only Asian country to be a member of the G8 (now
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G7),... This is the first industrialized country in Asia, recognized as a regional power
in the East Asia as well as the Great Power in the world.
2. AT A SUMMIT MEETING IN APRIL 2021
Japanese Prime Minister Suga Yoshihide and US President Joe Biden
Former Japanese Prime Minister Suga Yoshihide will hold talks with US President Joe
Biden during his visit to the US from April 15-18. Accordingly, Mr. Suga Yoshihide will
become the first foreign leader to hold talks with US President Joe Biden since taking
office.
The visit reflects Mr. Suga's commitment when he took office to inherit the policies of
Prime Minister Shinzo Abe, emphasizing the importance of building open and stable
relations with other countries based on the pillar. Japan-US alliance.
This visit is planned right after the Quartet Online Summit and the Diplomatic and
Defense Strategic Dialogue (2+2) at the ministerial level of Japan and the US, showing
the Japan-US alliance on a daily basis. increasingly respected and solidified under US
President Joe Biden and Japanese Prime Minister Suga Yoshihide. Japan recently
received strong "support" from the US on many issues such as its commitment to defend
the disputed islands with China (Senkaku/Diaoyu) under Article 5 of the Japan Security
Treaty. - America. In addition, the two countries quickly agreed on the sharing of
military funding.
While the United States under former President Donald Trump has "withdrawn" from a
number of forums and agreements on international and regional cooperation, Japan has
become more and more dynamic over time, accumulating important interests. Long-term
diplomatic relations with many countries, prestige is further consolidated in the
international community. Since then, Japan has the advantage of being the coordinator
and making important recommendations in the process of transforming the international
order model, such as the leading role in the negotiation of the Comprehensive and
Progressive Agreement for Trans-Pacific Partnership. (CP-TPP), Regional
Comprehensive Economic Partnership (RCEP) or promote strategic coordination within
the framework of the Quartet.
Thus, this summit shows that Japan plays a very important role in US President Joe
Biden's policy of "bringing America back". The contents of the joint statement after the
2+2 meeting on March 16 between the Foreign Ministers and Defense Ministers of the
two countries will be the basis for this agenda.
In addition to promoting alliance consolidation, the two sides will work together to solve
"hot" international and regional issues such as: realizing the free and wide Indo-Pacific
strategy. opening and implementing measures to restrain China's activities in the East
and South China Seas, North Korea's nuclear missile issue, Japanese citizens abducted by
North Korea in the past, production of Covid-19 vaccines -19, important emerging
technologies and climate change. This visit to the US by Mr. Suga will be an opportunity
to deepen the personal relationship between the two leaders.
One conversation may not be able to solve all problems. But it will be an opportunity for
commitments that can be made in the near future to promote the two countries' relations
and cooperation in international affairs.
II. GEOGRAPHY SETTING
1. LOCATION
Location: Japan is an island nation consisting of a stratigraphic archipelago
stretching across the western Pacific Ocean in Northeast Asia, with the main islands
including Honshu, Kyushu, Shikoku, and Hokkaido. The Japanese islands are part of
an underground mountain range that stretches from Southeast Asia to Alaska.
Total area: ~377.972,75 km2, runs in an arc with a length of 3,800km, from north
latitude 20025' to 45033' on the east coast of the Asian continent, with a total length
of 33,889 km.
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2. CLIMATE
Japan's climate is mostly temperate with snowfall in winter, but it varies markedly from
north to south. Geographical characteristics of Japan can be divided into 6 main climate
zones:
Hokkaido: The northernmost region has a cold temperate climate with long and very cold
winters and cool summers. Rainfall is not heavy, but the islands are regularly flooded by
large snowfalls in the winter.
Sea of Japan: On the west coast of Honshu, the northwest wind in winter brings heavy
snow. In the summer, this area is cooler than the Pacific Ocean, although sometimes it also
experiences very hot weather due to the phenomenon of the Phon wind in the summer.
Central Plateau: a typical inland climate, with large climate differences between summer
and winter, day and night. Light rainfall.
Seto Inland Sea: The mountains of the Chugoku and Shikoku regions shield the region from
monsoon storms, providing a warm, humid summer climate and snowfall in winter.
• Pacific Ocean: The east coast has cold winters with light snowfall, and summers are
hot and humid due to the southwest monsoon.
• Southwest Islands: The Ryukyu Islands have a subtropical climate, with cool, dry
winters and hot and humid summers, but rarely snow occurs in this region. Rainfall
in the year is high, especially in the rainy season. Storm level is quite high.
The hottest temperature recorded in Japan is 40.9 °C – measured on August 16,
2007. The lowest is -37.5 °C
The main rainy season starts from early May in Okinawa; On most of Honshū, the
rainy season begins before mid-June and lasts for six weeks. In late summer and
early fall, storms often bring heavy rain.
Japan is home to nine forest ecotypes, which reflect the climate and geography of the
islands. It ranges from subtropical and tropical rainforests on the Ryukyu and Bonin
Islands to mixed and temperate deciduous forests in the temperate climates of the
main islands, to temperate coniferous, woodlands taiga in cold winters on the
northern parts of the islands.
Japan has four distinct seasons, namely Spring, Summer, Autumn, and Winter.
Because the terrain stretches across many parallels from north to south, the climate
of the regions is quite distinct, the northern regions have lower average temperatures
than the southern regions.
Spring lasts from March to the end of April and May, when the average temperature
is 12 degrees Celsius in Sapporo, 18.4 degrees Celsius in Tokyo and 19.2 degrees
Celsius in Osaka.
Summer: Rain will appear in early June from the south and west of Japan and then
gradually move north at the end of the month. The average temperature in Tokyo is
26.7 degrees and 28 degrees in Osaka, hot days and muggy nights. However, around
the end of August in Sapporo, Sendai and Tokyo, it rains a lot.
Autumn: Shurin rains create a short transitional season in late autumn, the weather is
cool and very pleasant.
Winter (December to February) heavy snowfall from Hokkaido to central Honshu.
The average monthly winter temperature in Asahikawa is -8.5 degrees Celsius and is
the city that holds the record for the lowest temperature in Japan -41 degrees.
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Spring
Summer
Autumn
Winter
3. TOPOGRAPHY
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Mountains cover 73% of Japan's natural area. Between the mountains there are small
basins, plateaus and clusters of plateaus. The number of rivers and streams is many,
but the length of the river is not great. Along the coast, there are narrow plains where
the population and economic activities are concentrated, especially the Pacific coast.
The highest point in Japan is the peak of Mount Fuji, an absolute height of 3776m.
The lowest point in Japan is a coal mine at Hachinohe, -135m.
The Japanese islands are the upper part of vast mountains in the region sometimes
called the Pacific Ring of Fire, which stretches from Southeast Asia to the Aleutian
Islands. Mountains cover more than 73% of the land surface. The terrain is steep and
rough, which shows that geologically, Japan is still a young area. Through the
central part of Honshu, running north-south, are two main mountain ranges: the Hida
(or Japan Alps) and the Akaishi mountain range. There are 25 mountains with peaks
over 3,000 m (9,800 ft). The highest is the stunning Mount Fuji (Fuji-san), at 3,776
m (12,388 ft). Japan has 265 volcanoes (including dormant Mount Fuji), of which
about 20 are still active. Earthquakes occur continuously, with an average of 1,500
minor shocks per year. One of the largest recorded natural disasters in the world was
the 1923 Kanto earthquake, when the Tokyo-Yokohama area was devastated and up
to 99,000 people died.
The plains of Japan are few and small, accounting for only about 29% of the total
land area. Most of the plains lie along the coast and consist of alluvial lowlands,
alluvial uplands, and low hills. The largest is the Kanto Plain (Tokyo Bay area),
about 6,500 square kilometers (2,500 sq mi). Others include the Kinai Plain (Osaka-
Kyoto), Nobi (Nagoya), Echigo (central northern Honshu) and Sendai (northeast
Honshu). There are four small plains in Hokkaido. Population is densely
concentrated in these limited flat areas.
Rivers tend to be short and fast. The longest is Shinano (367 km / 228 mi) in north-
central Honshu, which flows into the Sea of Japan/South China Sea. The largest lake
is Lake Biwa, near Kyoto, with an area of 672 square kilometers (259 sq mi). Lake
Kussharo, in Hokkaido's Akan National Park, is considered the clearest lake in the
world, with a transparency of 41 m (135 ft). Good harbors are limited because in
most areas the land juts out from the sea. Yokohama, Nagoya and Kobe are the most
prominent Japanese harbors.
The Ryukyu Islands, of which Okinawa predominates, are the peaks of submerged
mountain ranges. They are usually mountainous with small alluvial plains.
IV. SOCIAL INSTITUTION
1. FAMILY
a. The extended family
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Large families (or extended families, undivided families) are families that consist
of blood relatives living under the same roof for several generations, usually
three or more generations or two couples. Three generations here are often
referred to as grandparents, parents and children. Furthermore, the large family is
considered to be the traditional family in relation to the past type of family.
Before the Modern era (1945 - present), the large family in Japan was also
understood as ancestors and generations. In the framework of traditional society
"most Japanese people live in large families consisting of three or four
generations. Family relations are governed by rigid hierarchies and parents have
great power. Accordingly, fathers have the right to demand respect and
obedience from their children, and they also respect and obey their parents.
Married women need to absolutely obey their husbands and in-laws. family
members, depending on age and sex, have a certain position as well as
responsibilities and obligations to protect the family.Family members must put
the needs of the family above the interests of the family. individual wishes,
contribute labor and share the results obtained.In short, a traditional family is a
patriarchal model with many generations living in the same house and
relationships, helping each other. However, since the Second World War, the
process of democratization has changed every aspect of family life. h Japan. The
Civil Law (amended) of 1947, allowing women to enjoy equal legal rights with
men in all aspects of life, thereby eliminating the old patriarchal nature of large
families. Another important cause is that the process of urbanization and the
development of science and technology over a period of many decades (from
1945 to present) have greatly affected family life. The rapid population growth in
big cities has led to the decline of the large family model to the extent that it has
been stated that "the flow of people leaving the countryside to the city has caused
the large family model to disintegrate, replaced by the nuclear family".
In fact, the large family has not completely disappeared, but has only decreased
over time from "accounting for 44% of the total number of families in 1955, but
the proportion has steadily decreased to 19% in 1970, 16.2% in 1980. and 13.7%
in 1991". With such a decline, so far, large families have only accounted for a
very small proportion, especially in large urban areas, with almost "no longer
extended families".
b. The nuclear family
Small family (or nuclear family, two-generation family) is a form of family

consisting of a husband and wife, and their own children. Small families are
increasingly popular and thrive in the process of industrialization and
urbanization in modern society. Besides the full small family, there is also a
rather special form that is the small family with disabilities. This type of family
consists of only one mother or father with children or elderly parents and adult
children. In the first case occurs when husband and wife divorce, have an
accident (labor, traffic, early death...); The second case is because the adult son
does not want to get married but stays there.
In fact, the survey results on small families in Japan in general and large urban
areas in particular are different. There is data that states "in 2000, the number of
nuclear households was 27 million 332 thousand, accounting for 88.43% of the
total number of households in Japan that year". Another figure states that
"nuclear families grew to 59.6% of all families in 1991". Even other statistics put
the number much larger "in 1985, nuclear families accounted for 62.5% of the
total number of households in the country". However, the numbers have in
common, that is, the number of small families in big cities has increased rapidly
and now that number must change a lot. Furthermore, the growth of small
families has also led to an increase in the form of defective small families. The
17
increase in divorce in Japanese society, especially in big cities, is not a small
reason for the emergence of more and more small defected families with only
father and children or only mother and child. children. Currently, there are twice
as many families with disabilities in large urban areas as the average rate of 2.5%
of small families with disabilities in total households in Japan (1990). In general,
the increase of defective small family forms in big cities is indeed remarkable,
but still secondary because it is the two-generation structure (parents and
children) that dominates. in the modern family system.
c. Dynamics of the family

i. Parental roles
In Japanese families, men are often the breadwinners of the family, while women
focus on taking care of and managing the family's finances. In many families, the
father is like a guest, going to work early in the morning and coming home when
the child is asleep. They only spend time with their wives and children every
weekend. Therefore, the mother plays a very important role in the care and
upbringing of the child. In addition to the social role of the father, the primary
responsibility of most mothers is to raise a healthy child, and to establish in the
child fundamental attitudes towards school readiness such as self-discipline,
adaptability or a sense of responsibility.
ii. Marriage and courtship
Traditionally, marriages in Japan have been classified into two types according to
the method of mate-seeking - omiai, meaning arranged or resulting from an
arranged introduction, and ren'ai, in which husband and wife meet each other and
decided to marry on their own. During the early stage of Japanese modernization,
miai was the predominant pattern, but that has switched, with ren-ai now the
dominant pattern.
Recently, young Japanese people have difficulty in finding their ideal life
partner; thus, emerged nationally the phenomenon of delayed marriage.
Furthermore, many Japanese men and women remain single all their lives (1920,
about 2% for both men and women; 2010, 20% for men and 11% for women).
Rates that are too high for bachelors and lifetime bachelors today are a major
reason for the decline in fertility. Single motherhood is still not an accepted
social norm in Japan. The birth rate of unmarried mothers in Japan today is very
low compared to other industrialized countries. It may be due to factors in
Japanese society and culture.
The growing popularity of partnerships might in fact lead us to say that a second
demographic shift is coming in Japan. However, it would be too early to say that
the partnership formation model in Japan has entered a second demographic
transition with cohabiting with no end in sight. It is because of the dual structural
nature of Japanese society and culture that has maintained traditional family
culture in the minds of even young people in Japan today. When they have their
first child, cohabiting couples are most likely to settle their cohabitation with
traditional marriage.
In an attempt to provide young people with the opportunity to choose a life

partner, various kon-katsu (mate-finding activities) services have been
established by local municipal offices, matchmaking agencies trade and machi-
kon (town companionship activities that encourage bisexual, group encounters).
Furthermore, the current government will extend monetary support to marriage
services organized by municipal offices effective in fiscal year 2014.
Marriage is an ongoing process in which two individuals must work. No

relationship is perfect. A marriage is the result of mutual understanding and
efforts of two people. Singles who want to get married should try to find a better
partner, rather than the best, through actively participating in kon-katsu activities.
d. Female/male roles
Previously, a married woman needed to absolutely obey her husband and her
husband's parents. But since World War II, democratization has changed every
aspect of Japanese family life. The Civil Law (amended) of 1947, allowing
women to enjoy equal legal rights with men in all aspects of life, thereby
eliminating the old patriarchal nature of the family.
1. Education
a. The role of education in society

From the mid-1947s to the 1950s, Japan established an education system
modeled after the American model and operates to this day. This system includes
9 years of compulsory education, 3 years of non-compulsory high school and
higher education levels: University, College and Intermediate.
Japan considers education to be a factor of top concern, aiming to develop
children in all aspects from intelligence to personality, spirit, attitude, and human
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values, with the policy "Do not let a child no children in the family and not a
single family in the community is left uneducated”.
i. Primary education
At age 6, child must move on to 6 years compulsory elementary education. There
they learn subjects like English, Fine Arts, South Korea, Math, Moral Education,
Music, Physical Education, Practical Arts, Science and Social Studies, usually all
presented by a single teacher. Some parents send their children to private schools
after hours, where English may be better taught.
ii. Lower secondary school
In middle school or middle school, there are an average of 38 students/class.
There are teachers assigned in each class. Secondary school teachers also use
technology as a teaching tool such as radio, computer, television, and projector.
Junior's curriculum includes Japanese language, social studies, math and science,
as well as music and physical education. In general, students are exposed to the
industrial and domestic arts.
MEXT recognizes that the teaching of all foreign languages, especially English,
needs to be improved. And to improve the teaching of spoken language, the
Government invites some young native English speakers to be their teaching
assistants. Today, the curriculum is evolving, and English is becoming a
compulsory part of secondary school.
iii. Upper secondary school
After nine years of compulsory education, students can enroll in upper secondary
schools (kōtō-gakkō), considered by many to be the most strenuous period of
Japanese education. Despite being an optional level of education, the transition
rate from middle school to high school is very high, in part because high school
student outcomes play an important role in education. determining access to
higher education and future employment. According to MEXT, up to 98% of
Japanese middle school students choose to transfer to high school.
Senior high school lasts three years, covering grades 10 through 12, with students
receiving instruction for 240 days per year. Following recent yutori kyōiku-
inspired educational reforms, the official school week lasts for five days, Monday
through Friday. As mentioned above, however, solutions still exist, with
education authorities issuing special approvals for public schools to hold
Saturday classes, while many private schools do not. Less regulated practice
reopened Saturday classes at monthly or bi-monthly intervals.
As at the junior high level, the high school curriculum includes three years of
math, social studies, Japanese, science, and English, with all students in one class
taking the same subject. Electives are similar to those offered at previous levels,
including courses in physical education, music, art, and ethical studies. However,
the high number of demanding courses often leaves students with little room to
study electives or subjects that match their personal interests. Although MEXT
has pushed for an expansion of the types of courses taken in high schools to
promote individuality, purpose, and inspiration, implementation has proved
difficult because of a lack of qualified teachers.
Students must earn a minimum of 74 credits to graduate. Graduates are awarded
a High School Graduation Certificate ( sotsugyo shomeisho ) and are eligible to
take the college entrance exam.
b. Literacy rates
Japanese education is always appreciated for its quality training methods, Japan
is one of the developed countries in the world with practically zero illiteracy rate
and 72.5% of students. attend university, college and intermediate level, a
number equal to the US and surpassing some European countries. This created
the basis for the economic and industrial development of Japan in the modern
era.
1. Political system
Japanese politics is established on the basis of a constitutional monarchy and a

representative republic (or parliamentary monarchy) in which the Prime Minister
holds the role of head of state and the majority political party. . Executive power
belongs to the government. Legislature is independent of the government and has the
right to vote of no confidence in the government, in the worst case can form a new
government on its own. The judiciary plays a paramount role and counterbalances
the government and the two houses of parliament (the Diet) including the upper
house and lower house. The Japanese political system was founded on the model of
the parliamentary republic of Great Britain and strongly influenced by the civil law
countries in Europe, specifically the model of the German parliament Bundestag. In
1896 the Japanese government established the Minpo civil code based on the model
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of the French civil code. Although there were changes after World War II, the basic
law is still in effect today.
a. Emperor of Japan (天皇 - Tenno)
The Imperial House of Japan is headed by the Emperor. According to the
Japanese Constitution, "The Emperor of Japan is the symbol of the nation and the
unity of the nation". The Emperor will participate in the nation's ceremonies but
does not hold any political power, even in national emergencies. This power will
be assumed by the Prime Minister and members of parliament. The Constitution
plays a paramount role for the Japanese, especially in law-making. The emperor's
political role is still shrouded in mystery, for example, on important Japanese
diplomatic occasions, the emperor will be the one to undertake important
ceremonies as the head of state (saluting the flag and saluting the Japanese flag).
or participate in the parade).
b. Legislature
Congress (国会 - Kokkai)
The National Assembly is the highest and sole legislative body in Japan. The
National Assembly has the power to appoint the Prime Minister. The National
Assembly consists of the House of Representatives and the Senate.
- House of Representatives (衆議院 - Shugiin)
The House of Representatives currently consists of 465 MPs. The term of
office of members of the House of Representatives is 4 years. Candidates
elected to the House of Commons must be 25 years of age or older. The
House of Representatives may be dissolved before the end of its term
- Senate (参議院 - Sangiin)
The Senate currently consists of 242 members. The term of office of the
members of the Senate is 6 years, but every 3 years, half of the members
will be re-elected. Candidates for election to the Senate must be over 30
years old. The Senate is not dissolved like the House of Representatives.
Both the House of Representatives and the Senate have equal powers.
However, in some special cases, the decision of the House of Representatives
will be higher than the decision of the Senate.
c. Law enforcement authorities
Cabinet (内閣 - Naikaku)
The Cabinet is the body with executive power, consisting of the Cabinet
Office and 11 ministries. The Cabinet consists of the Prime Minister and 17
members who are Ministers or hold ministerial titles (including the Chief
Cabinet Secretary). In addition, the Cabinet also has an Audit Council. The
Auditing Council is an independent organization according to the
Constitution, with the function of auditing the final settlement reports of the
State, corporations and other agencies under the State.
Prime Minister (首相 – Shusho)
The Prime Minister is the head of the Cabinet. Supporting the Prime Minister
are the Ministers. The position of Prime Minister will be selected by a
Resolution of the National Assembly and appointed by the Emperor. The
Prime Minister must be a commoner (not from the Royal family). The Prime
Minister has the power to appoint and remove ministers. The Prime Minister
is the representative of the Cabinet, responsible for submitting bills to the
National Assembly, reporting to the National Assembly on general and
foreign affairs of the country, and exercising control and supervision of
executive branches. main. The Prime Minister has the power to dissolve the
House of Representatives, but conversely, the House of Representatives also
has the power to dissolve the Cabinet through a vote. If this vote is passed,
the entire Cabinet, including the Prime Minister, will have to resign.
d. Judicial authorities
Consists of the Supreme Court (and lower courts such as the Supreme Civil
Courts, District Courts, Family Courts and Courts of First Instance) that hold
all judicial power. No special courts may be established, and no body of the
Executive branch may have final Judiciary power.
The Chief Justice of the Supreme Court is appointed by the Emperor by
appointment of the Cabinet to emphasize the Court's status as independent of
the elected government. The judges of the lower courts are appointed by the
Cabinet from a list of candidates nominated by the Supreme Court.
2. Legal system
After World War II, the policy of reforming the law in Japan and the state apparatus
was carried out. Those policies were brought about by the democratization spirit of
the Americans, rather by the initiative and creativity of the Japanese, so as a result,
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the Japanese legal system after reform was more or less benefited from the American
legal system. The reform introduced a new Constitution of 1946 with American help
to replace the Constitution of 1889; has renewed the state administrative
organization, state management authority; reformed both the proceedings and the
court system of this country.
a. Constitution
The current national authorities and legal system were established when the
Constitution of Japan was adopted in 1947. The constitution contains thirty-
three articles relating to human rights and provisions for separation. Power is
vested in three independent bodies: the Legislature, the Executive, and the
Judiciary. Laws, ordinances, and government acts that violate the Constitution
have no legal effect, and the courts have the authority to judicially review acts
in accordance with the constitution.
The National Assembly is the bicameral supreme legislative body of Japan,
consisting of the House of Representatives (the Upper House) and the House
of Representatives (the House of Representatives). Article 41 of the
Constitution provides that "Parliament shall be the highest organ of State
power and shall be the sole law-making body of the State." The law dates
back to the National Diet, with the Emperor's approval as a formality. Under
the current constitution, unlike the Meiji Constitution, the Emperor does not
have the power to veto or refuse to pass laws passed by the Diet, or exercise
emergency powers.
b. The Six Codes in modern Japanese law
The process of modernizing Japanese law by transplanting laws from Western
countries began after the Meiji Restoration of 1868, in which the Emperor of
Japan was officially restored to political power. Japanese law is largely
inspired by the Civil system of mainland Europe, which emphasizes codified
statutes ("codes") that lay out the basic legal framework in a particular area of
law. body.
The first major legislation enacted in Japan was the Penal Code of 1880,
followed by the Constitution of the Empire of Japan of 1889, the Commercial
Code, the Criminal Procedure Act, and the Civil Procedure Act. 1890 and the
Civil Code of 1896 and 1898. These were called roppo (six codes) and the
term began to be used to mean the entire statute law of Japan. The roppo thus
included the administrative law of both central and local governments and
international law in the treaties and agreements of the new government under
the emperor.
The Six Codes are now:
• Civil Code (民法 Minpō, 1896)
• Commercial Code (商法 Shōhō, 1899)
• Criminal Code (刑法 Keihō, 1907)
• Constitution of Japan (日本国憲法 Nippon-koku-kenpō, 1946)
• Criminal Procedure Code (刑事訴訟法 Keiji-soshō-hō, 1948)
• Code of Civil Procedure (民事訴訟法 Minji-soshō-hō, 1996)
The Civil Code, Commercial Code and Penal Code were promulgated in the
late 19th or early 20th century. The sections of the Civil Code on Family and
Inheritance were completely revised after World War II to achieve gender
equality. Other codes are also periodically revised. For example, corporate
law was separated from the 2005 Civil Code. The Japanese Civil Code played
an important role in the development of civil law in several East Asian
countries including Korea and Republic of China (Taiwan).
c. Other sources of law
Regulation
In addition to the six rules, there are separate statutes on more specific issues
that are not codified. For example, in the field of administrative law, there is
no one comprehensive set of administrative laws. Instead, individual statutes
such as the Cabinet Law, the Administrative Procedure Law, the State
Compensation Law, the City Planning Law, and others all deal with
administrative law. Similarly, in the field of labor and employment law, there
are laws such as the Labor Standards Law, the Trade Union Law, the Labor
Relations Regulation Law and the newly enacted Labor Contract Law. Other
important laws include the Banking Law, Financial Instruments and
Exchange Law, Antitrust Law (competition law), Patent Law, Copyright Law
and Trademark Law.
In general, the provisions of the specialized law take precedence over the
more general law if there is a conflict. Thus, when the provisions of the Civil
Code and the Commercial Code are both applied to a situation, the latter will
take precedence.
Authorized Law
The Constitution is the supreme law in Japan; Beneath it are statutes issued
by the Diet, then Cabinet orders (seirei), then ministerial edicts. Article 11 of
the Cabinet Law (Japanese: 内閣法 ), provides that Cabinet orders may not
impose duties or limit the rights of citizens, unless such a power is authorized
by statute. . This rule reflects the traditional understanding of broad executive
understanding developed under the 1889 Constitution. Under this principle, a
Cabinet order may authorize government subsidies without statutory
sanctions, but cannot be taxed. Other theories suggest that the 1947
Constitution required a broader need for statutory mandate, for issues that did
not restrict citizens' rights, such as the transfer of funds to the government.
local, pension system or unemployment system. The Law on Organization of
State Administration provides for ministerial decrees implementing cabinet
laws and orders, provided it is specifically authorized by cabinet statute or
order (Article 12, paragraph 1).
Authorized law is implicitly recognized under the Terms. 73, passage. 6 of
the Constitution, which provides that cabinet orders may not include criminal
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sanctions unless authorized by law. Cabinet mandates must not undermine the
Diet's supremacy in formulating legislation and must be specific and specific.
The Supreme Court tends to allow broad powers of attorney to the
government.
Administrative rules, guidelines and local regulations
Ministries and administrative bodies also issue circulars (tsutatsu), which are
seen as administrative rules rather than laws. They are not a source of law but
are instead internal guidelines; they can be very important in practice though.
Ministries also issue non-binding administrative instructions (written or oral),
which have been criticized for being unclear. The Administrative Procedure
Law prohibits retaliation in the case of people who do not follow
administrative instructions from the government, and some ministries have
attempted to codify them in cabinet orders and ministerial decrees.
Local governments may issue local regulations under the Articles. 94 of the
Constitution and the Local Self-Governance Law, as long as it is not contrary
to the law. The law also allows local regulations to impose penalties including
imprisonment of up to two years or a fine of 1,000,000 yen.
Precursor
In the Japanese civil law system, the courts follow the doctrine of continuum
jurisprudence, whereby judicial precedent provides non-binding guidance on
how the law should be interpreted in practice. Judges critically consider a
similar set of precedents, particularly any relevant Supreme Court decisions,
thus making an understanding of precedent essential to practice. . For
example, the field of tort law originates from a general purpose provision in
the Civil Code (Article 709) and is developed by a substantial body of case
law. Similar developments are seen in the areas of administration, labor, and
landlord and tenant law.
Despite the importance of case law, the sanction decision has no formal basis
in Japanese law. In theory, courts are free to go against precedent and still do
so from time to time, even though they run the risk of being overturned by
higher courts. In addition, Japanese judges are generally career judges whose
promotions and transfers can be greatly influenced by the Supreme Court.
Because of this, scholars have commented that Supreme Court decisions are
in fact even more binding than those of common law states. The Supreme
Court's dicta is also frequently cited by the lower courts.
V. RELIGION AND AESTHETICS

1. RELIGION AND OTHER BELIEF SYSTEMS
Japan has many different religions .however.Shinto is one of the predominant religions in
Japan. There are many god shrines in this country and many people revere the gods in their
spiritual culture.
Shinto went through a very long period of development in Japan. In the 6th century when
Confucianism and Buddhism appeared in Japan, Shinto continued to spread and expand to
the people.
The spiritual culture of the Japanese is associated with Shinto. This is also the indigenous
religion of the Japanese that appeared for a long time and developed, becoming a famous
religion in the spirituality of the people here. Besides, Shinto also has a close relationship
and is attached in Japanese history, so this religion has shown the halftone of spiritual
culture of this country
Itsukushima Shrine, Hiroshima:

The Shinto shrine was built in the mid-13th century, on the island of Itsukushima. This is
the place to worship the three goddesses who are the daughters of the sea and storm god
Susano-o no Mikoto and today also worships General Taira no Kiyomori, a person who
made many contributions in the construction of the temple. The temple complex consists of
2 main buildings: Honsha and Sessha Marodo-jinja, and 17 outbuildings with different
architecture. The work is recognized as a UNESCO cultural heritage
2. AETHESTIC
2.1 ART
2.2 ENTERTAINMENT (FILMS, TELEVISION DRAMAS, MUSIC)
2.3 FOLKLORE AND RELEVANT SYMBOLS
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Japanese art is calligraphy, architecture, pottery, sculpture and other visual arts produced in
Japan from woodblock prints, paper folding, paper cutting, handball art, and art. culinary
arts, Japanese martial arts, healing ship art, Japanese art at the theater
a. Japan Folklore
Japanese culture is considered as one of the important factors creating the
amazing success of the land of the rising sun. become more resilient, united
and disciplined.
Traditional culture is the soul of a nation. Japan is truly a country with the
most unique culture in the world. Hopefully, through this article, readers will
have more understanding of Japanese culture. At the same time, let's be more
conscious in preserving the traditional cultural features of our country.
b. Symbolsb
Fag
Emblem
Emblem of Government
National Flower
VI. LIVING CONDITION
1. DIET AND NUTRITION
Japan belongs to a temperate climate zone, with snow falling in winter, but it changes
markedly from north to south. It is an intermediate between hot and cold zones, so the
weather changes erratically.
Japanese cuisine has a history dating back more than 2000 years with strong influence from
Korea and China. Until 300-400 years ago, all those influences combined and formed the
Japanese cuisine as it is today
Japanese cuisine is the cuisine originating from Japan. Japanese cuisine does not abuse too
many spices but focuses on highlighting the fresh, pure, ethereal, gentle and natural flavors
in each season. The main food of the Japanese is rice; The Japanese roll rice in sheets of
black green seaweed, forming a sushi dish that is considered the national food of Japan, in
addition, green beans and green tea are also an indispensable food in Japanese cuisine.
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1.1 DETAIL OF KIND OF FOOD

a. Rice
Rice plays a very important role in Japanese culture. It is the daily staple food, the
source of cultural identity, the driving force behind the Japanese economy, and a key
element of Japanese cuisine.
The first type of rice was uruchimai 粳米, simply called Japanese rice. It's the rice
you use to make sushi, rice balls, and everyday Japanese dishes. This is also the type
of rice used to make sake and rice vinegar.
Onigiri
Sushi
Raw egg mixed rice

b. Seaweed
Referring to Japan, we do not forget a food that is almost always in the daily plate of
Japanese people, which is seaweed. They are a form of algae that grows in the sea.
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Seaweed has many kinds of colors. but they have only one thing in common is that
they contain many beneficial minerals that are easily absorbed by the body.
The Japanese have considered seaweed to have been used as a food and medicine for
many centuries. Seaweed has miraculous functions that provide us with minerals for
a good digestive system, thanks to its properties. They are rich in fiber which can be
used to lose weight, improve heart health, prevent breast cancer and keep their body
and skin beautiful.
c. Other material
Fish is a great source of omega-3, a type of fatty acid that is very beneficial for the
body. Fish also contains a lot of vitamin D, which will help keep the skin beautiful
and shiny and the hair healthy, reducing graying. Fish also helps reduce cholesterol
in the blood, in addition to promoting cardiovascular health and improving
eyesight, treating various types of joint diseases. Therefore, sashimi is a traditional
Japanese dish containing various types of fish. raw fish like salmon, tuna... cut into
pieces served with soy sauce, seasonings like wasabi or ginger, sashimi will be
more delicious.
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Sashimi
Natto
Yakiniku
Tofu
1.2 NUTRITION FACTS
Japan has the lowest obesity rate in the developed world, so the Japanese diet and
diet provide all the necessary nutrients for each person.
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The Japanese diet is:

Focus most on foods that are low in calories, fat and rich in fiber and protein such as
grains, the second layer provides a variety of fiber, minerals and vitamins rich in
vegetables, followed by the second layer. 3 provides a source of fatty acids and
momega3 contained in fresh fish such as salmon, tuna, and mackerel, and Japanese
people rarely eat red meat because of its saturated fat, eating too much can lead to
cardiovascular diseases and obesity. the last layer is a combination of fruit and dairy
products.
1.3 POSSIBLE DEFICIENCIES
Vitamin C is essential Vitamin C (or ascorbic acid) plays an important role in the
growth and healing of tissues. This nutrient helps form collagen, absorb iron, support
an effective immune system, heal wounds, and maintain cartilage, bones and teeth.
Vitamin C is one of many antioxidants that can protect the body against harmful
molecules called free radicals and self-storage angles that can contribute to improved
health conditions such as cancer, heart disease, arthritis and increase the absorption of
iron, increase the body's immune system
Omega-3 is an essential unsaturated fatty acid that the body cannot produce on its
own. The omega-3s are ALA (alpha-linolenic acid), DHA (docosahexaenoic acid) and
EPA (eicosapentaenoic acid). ALA is mainly found in plants, while DHA and EPA
are commonly found in foods derived from animals and algae.
Omega-3 deficiency can lead to dry and irritated skin, inflammation, thinning and
falling hair, depression, dry eyes, joint pain or stiffness.
Zinc is an important trace element, an indispensable component in the human body.
Zinc is taken into the body mainly through the gastrointestinal tract and absorbed in
the small intestine, especially important during fetal development and is essential for
growth, sexual development and reproduction.
Vitamin D is one of the important vitamins for the body. An essential ingredient for
building and maintaining strong bones, because calcium is the main component of
bones and can only be absorbed by the body when vitamin D is present. When the
body lacks vitamin, it will cause serious consequences. important for health leading
to a number of diseases such as diabetes, muscle and bone pain, cancer of the breast,
colon, prostate, ovary, esophagus and lymphatic system
Folic acid, also known as Vitamin B9 or Folacin or Folate, is very necessary for the
human body. Especially in pregnant women and infants to serve the process of
creating new cells, helping cells grow. and development.. Folic acid for pregnancy
can prevent birth defects, prevent anemia, reduce the risk of cancer, and for children,
reduce the risk of speech delay.
Vitamin K is a group of fat-soluble vitamins that are structurally similar to each
other and play an important role in the regulation of blood clotting. Bone metabolism
and calcium metabolism in the vascular system. Vitamin K deficiency leads to blood
clotting, bleeding and possibly death.
1.4 COMMON FOODS

Seasoning: salt, sugar, toppings, soy sauce, wasabi, alcohol, mirin, miso, oyster
sauce, salted butter, tomato sauce, garlic, ginger, cinnamon, monosodium glutamate,
fish sauce, sesame seeds, sesame oil walnuts
Grains: barley, black rice, mash barley, green skin brown rice, brown glutinous rice,
red rice, red beans, milled barley, sorghum, maize, Hie millet, Mochiawa grain,
Mochikibi millet, barley, Amaranth seeds, Hatomugi seeds.
Chicken roe, salmon roe, cod roe, pollock roe, tofu, natto
Tree mussels, Japanese pears, persimmons, oranges, apples, Japanese plums, grapes,
melons, figs
Vegetables : Onion negi., Pumpkin kabocha., White radish daikon, red radish ,shiso.,
Tapioca naga-imo , Lotus root renkon, Bamboo shoots takenoko, seaweed , celery ,
mustard greens , Spinach, Spinach, Mizuna, Komatsuna., Japanese Parsley, Bean
Sprouts, Red Curly Lettuce, Green Peppers, Garlic Stems, Mushrooms
Meat, fish, chicken, salmon, mackerel, tuna, beef tongue, beef galbi, squid shrimp
Fats/Oils - Sesame Head
Beverages ,:soy milk, green tea and roasted brown rice, macha
1.5 MEAL PATTERNS
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The Japanese diet usually has 1 main dish (usually a protein-rich dish such as fish), 2
side dishes (usually fresh vegetables or fermented foods,) steamed rice and soup..
Each dish is served with the same ingredients. are served in a separate bowl and they
often eat several dishes in one meal.
2. HOUSING
2.1 Japanese traditional house
Traditional Japanese houses have also reflected the culture as well as the way of life
and the way people adapt to the climate here.
The structure of a traditional house in Japan only consists of the floor, roof frame
and supporting columns, without concrete walls like a modern house, so the
homeowner can comfortably arrange the appropriate space..
Traditional Japanese house architecture is a minimalist decoration style. Although
simple, the designs are still extremely meticulous and delicate.
The Japanese prefer minimalism using simple lines, minimizing the interior and
having a principle of not leaving excess furniture in the house. Because the Japanese
climate often rains a lot, it has a tiled roof and a large veranda to withstand the
amount of rain and rain water can't get into the house. The indoor lobby connects to
the inside and outside space of the house. Shelves for slippers Feel close to nature.
To increase the flexibility of the structure of the rooms, the Japanese use Fusuma
skateboards, which can also act as a retaining wall.
The basic structure of the house is very minimalist, so the space is always open and
airy. Locations such as balconies, lofts, windows, etc. are all arranged in a light
direction, creating the feeling that the house is always bright and airy.
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2.2 APARTMENT
The difference between low-rise apartments and condominiums is the structure of
the house. Usually, low-rise apartments are made from wood or mild steel.
Meanwhile, apartment buildings are usually made from steel frames. However,
apartments in Japan do not look as prominent as in foreign countries. In fact, it's just
an ordinary dormitory. Apartment rental prices are often higher than low-rise
apartments
2.3 VILLA
Japanese architectural style is the clear division of functional areas according to each
house. Each subdivision is a separate house. If in classical architecture, the houses
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are arranged in a U-shape, then in this villa, the subdivisions form a rather unique
triangle.
3. CLOTHING
3.1 NATIONAL DRESS
The traditional Japanese dress called kimono is the most famous and formal
traditional fashion. Kimono has a long history of formation, up to 1700 years. The
first prototype of the Kimono was imported from China during the Kofun period
(AD 300-538). Kimono designs, colors and textures are always focused. These two
elements are subtly combined, bringing their own meanings. The Japanese no longer
consider kimono as a daily wear, they only wear kimono for important ceremonies,
tea ceremonies, theater plays or major Japanese ceremonies.
3.2 TYPE OF CLOTHING WORN AT WORK
Japanese office attire is a standard dress that cannot be changed
Women wear a black vest with a white shirt and a knee-length A-line skirt.. For men,
it is mandatory to have a black vest with a white shirt and tie inside.
4. RECREATION, SPORTS AND OTHER LEISURE ACTIVITIES
4.1 SPORT
a. Sports originating from Janpan
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Ken do is the art of sword fighting in the quintessence of traditional Japanese culture
The appearance of Nihonto, or Japanese sword, in the Heian period (794-1185) is the
origin of the martial art of kendo. The distinctive curved blade and unique blade path
make up the specialized art of kendo that was developed by the samurai at the time.
Swordsmanship combines with many other martial arts techniques, applying skills
used in long-distance conquests as well as horseback fighting.
The purpose of kendo training is to train a clear mind and strong body, and cultivate
mental strength.
Kendo has become a discipline with a form of discipline and personality formation
The main factors promoted by the kendo federation are promoting and cultivating
spiritual strength, sincerity, courtesy, honor, and self-improvement. These things
help people improve their sense of contribution to society, love the community and
promote world peace more widely.
b. Popular sports
Baseball, in Japanese as Yakyuu (野球) is a long-standing sport popular in the US
and East Asian countries.,This is a sport that Japanese people like very much so
many people mistakenly believe that baseball Baseball comes from Japan, in fact
baseball is from America where there are many outstanding sports. Baseball was
introduced to Japan in 1872 by an American teacher who taught at a Japanese
academy. Japan, a country with the lowest obesity rate in the world, since childhood,
parents have paid special attention to their children's health, and baseball is a priority
for parents to exercise. for their children
c. E-sports in Janpan
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A study conducted by Japanese company KADOKAWA Game Linkage revealed

that sales from the e-sports market in Japan increased 27% year-on-year. thanks to a
representative fan base that resulted in a 26% growth, to 4.8 million fans in the
country with sales, at the time of publication, of more than $55 million. , also
coincides with the expansion of the esports audience
4.2 LEISURE ACTIVITIES
a. Historical sites and attractions
Although Japan has experienced many times of natural disasters, earthquakes,
tsunamis, wars, fires, but not because of that, Japan has lost its special love for its
country. built and preserved until today. Japan boasts 23 World Heritage Sites, from
traditional villages to Shinto shrines, Buddhist temples…
The temple is majestic at high tide (Source: Shutterstock
b. Parks and nature reserves
Shiretoko National Park is considered one of the most remote parks in Japan. The
nature here is almost untouched and unspoiled. UNESCO recognized this park as a
world natural heritage site in 2005. There are nearly 70 rivers and streams, many
lakes and waterfalls and more especially, Kamuiwakkayu hot spring. Rausu volcano
in this park is 1660m high, one of the 100 highest mountains in Japan
Shiretoko National Park is one of the most remote places in Japan with rugged terrain,
difficult to access
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Shiretoko National Park is also an important nature reserve of Japan with a wide variety of
wild plants and animals growing.
c. Amusement parks
Universal Studios Japan is a complex of amusement parks including 3D, 4D,
adventure games... for all ages. This is one of only two USJ theme parks in Asia
(along with Singapore), with areas that recreate the images of beloved blockbusters
suitable for all ages.
d. Skiing and climbing in Japan
Fujiten - this place is one of the most beautiful and classy ski destinations in Japan
with an altitude of over 1,500 m, divided into 3 levels for beginners to professionals
like athletes. There are skiing classes for both adults and children
5. SOCIAL SECURITY
In Japan, social insurance has always been the main content of the social security system.
Social insurance regimes, including: social insurance (medical insurance, health insurance)
and labor insurance (working insurance, frequent accident insurance for employees).
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6. HEALTHCARE
6.1 GENERAL HEATH STATUS OF JAPANESE PEOPLE
The Japanese have always focused on their health. From a young age, they have
been taught to always listen to their body's signals and have regular health
checks.,They have a healthy diet and exercise every day.Thanks to their talent. Japan
has a regular check-up, but Japan can control its health and detect diseases early. The
death rate of stroke is only 152nd, breast cancer is 134th, liver disease is 153rd, and
lung disease is 166th out of 172 countries. countries in the world and is always in the
top of countries with a long life expectancy and the healthiest lifestyle in the world
6.2 JAPANESE MEDICAL BACKGROUND
Japan spends 11% of GDP on annual health insurance, they are very focused on
medical research in search of new generation methods and medicines. Japan has
always been at the forefront of cancer treatment technologies. , neurosurgery
treatment, cardiology, rehabilitation
Japanese doctors are always serious and think about patients and take care of them
with empathy and love. Medicine is not a responsibility but comes from the heart of
Japanese people.
VII. LANGUAGE
1. OFFICIAL LANGUAGE
Japanese is an East Asian language spoken by more than 125 million people in Japan and
Japanese diaspora around the world.
1.1 STANDARD IN JAPAN
Japanese writing is more complex than Chinese ideograms
The writing of Japanese is formed by borrowing from Korean words and creating a
separate script. The Japanese alphabet includes characters such as Hiragana,
Katakana, Latin, and Kanji. Hiragana and Katakana are borrowed from foreign
languages, so learning these characters will be simpler. Next is the Kanji script that
is borrowed from Chinese and has a lot of words
The syllable in Japanese holds a very important position, it is both the smallest
phonetic unit and the basic unit of pronunciation. Each syllable is represented by a
Kana. The number of syllables in Japanese is not much, there are 112[2] syllables in
all. Of these, 21 syllable forms appear only in borrowed foreign words, so the actual
number of frequently used syllables is even smaller.
1.2 ENGLISH
English is not a common foreign language in Japan. Therefore, Japanese people
speak English very poorly. Almost when coming to this country, if you communicate
in English, it will be difficult for Japanese people to understand and answer
2. DIALECTS IN JAPAN
Each region of Japan will have its own way of speaking called 方言 (hougen) - Dialect,
also known as dialect. No matter how good Japanese is, it is difficult to understand what
Japanese people living in that area say
2.2 REGIONAL DIALECTS
Japan has several dialects and the main dialects used in Japan are as follows:
東日本方言 (Higashi nihon hougen): dialects of Eastern Japan, including Tokyo
dialect.
八丈方言 (Hachijou hougen): dialect influenced by the Old East Japanese dialect.
西日本方言 (nishi nihon hougen): Western Japanese dialect, including Kyoto,
Osaka, Hyougo...
九州方言 (Kyuushuu hougen): Jiuzhou dialect, including Nagasaki, Kumamoto,...
琉球方言 (Ryuukyuu hougen): dialect of the islands of the Ryūkyū group of islands,
Okinawa..
B. ECONOMIC ANALYSIS
EXECUTIVE SUMMARY
The Japanese economy is a developed free market economy. Japan is the world's third-
largest economy by nominal GDP and fourth-largest by purchasing power parity (PPP), in
addition to being the second-largest economy among developed countries. In 2018, Japan
was the fourth largest exporter and also the fourth largest exporter in the world. This is the
second ranked country in terms of foreign exchange reserves with a value of about 1.3
trillion USD. Japan ranks 29th in the Ease of Doing Business Index and 5th in the Global
Competitiveness Index. In addition, the country ranks first in the economic complexity
index and third in the world consumer market. Japan is often in the group of countries with
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annual trade surpluses and has a substantial net international investment surplus. Japan
holds the third largest amount of assets in the world, reaching 15.200 billion USD,
accounting for 9% of total global wealth as of 2017. The Japanese economy faces
significant challenges. Due to an aging and declining population, the country's population
peaked at 128 million in 2010 and fell to 125.9 million in 2020. Forecasts show that the
population will continue to grow. decline and is even likely to fall below 100 million by the
end of the 21st century.
GDP Composition %:
• Agriculture: 1.24%
• Services: 69.31%
• Industry: 29.07%
GDP (PPP):
GDP per capita PPP in Japan is expected to reach 41400.00 USD by the end of 2021,
according to Trading Economics global macro models and analysts expectations. In the
long-term, the Japan GDP per capita PPP is projected to trend around 41780.00 USD in
2022, according to our econometric models.
Unemployment: 2.97%.
Inflation (CPI): 0.6%.
FDI Inflow: $40 billion.
Economic Indicators:
Inflation, consumer prices (annual %) 0.47 (2019)
External debt stocks, total (DOD, current 508031.00 JPY Billion (2021)
JPY Billion)
Total tax rate (% of commercial profits) 55.97 % (2021)
Real Interest Rate (5 year average %) 1.0691 % (2017)
Manufacturing, value added (% of GDP) 20.31 % (2019)
Current Account Balance (BoP, current $165.8 Billion (2020)

US$)
Labor and Employment:
Labor Force, Total 68.7% (2020)
Employment in Agriculture (% of total 3.358 % (2020)

employment)
Employment in Services (% of total 72.57% (2020)
employment)
Employment in Industry (% of total 24.07% (2020)

employment)
Unemployment Rate 2.97% (2020)
Trade:
Imports of Goods and Services 100,525 JPY Billion (2021)
Exports of Goods and Services 98.988 JPY Billion (2021)
Top Merchandise Trade (% of GDP) 25.244% (2020)
FDI, net inflows (BoP, current US$) $1.498 Trillion (2019)
Commercial Service Export (current US$) $200.5 Billion (2019)
I. INTRODUCTION
Japan's economic freedom score is 74.1, making its economy the 23rd freest economy in
the 2021 Index. Its overall score rose 0.8 points, mostly by due to improved fiscal health.
Japan is ranked 6th out of 40 countries in the Asia-Pacific region and its overall score is
above the regional and world average.
The Japanese economy once again takes the middle spot in the mostly liberal category. As
has been the case since the inception of the Index in 1995, the main indicator holding the
53
country back from greater economic freedom is government spending. Unfortunately,
spending is again up (over 1%) in the 2020 budget.
Current strengths Current challenges Future prospects
- Privileged location in a - Since 1990, the Japanese - There are many investment
dynamic region economy has suffered from policies, tax policy, corporate
- Very high level of national economic stagnation, and policy – promote economic
savings rate (around 23% of COVID-19 has worsened the development.
GDP) situation. - Implementation of free
- Public debt is 90% owned - Supply chain issues, rising trade agreements (FTA).
by local investors labor costs, and political
issues have highlighted
- Advanced technology problems with Japan's
products and diversified reliance on China as a base
industrial sector for its manufacturing
- Trade agreement with the investments.
EU and Transpacific - With a low birthrate and
Partnership aging population, Japan's
- Regional trade agreement social security system is
(RCEP) with neighbouring under strain and is suffering
countries from labor shortages.
- Excellent corporate
payment behaviour
II. POPULATION
1. TOTAL
The current population of Japan is 125,898,724 Million
2. DISTRIBUTION OF POPULATION
2.1 AGE
Age group was divided into three categories: 0-14, 15-64, and ≥ 65 years. The basic
school system in Japan is composed of elementary school (lasting six years), middle
school (three years), high school (three years), and university (four years). Marital
status was divided into two groups: single and married. Income and employment
status were divided into two categories: Yes or no.
Population pyramid in percent
Population of Most important cities in Japan:
Rank City Population
1 Tokyo 8,956,000
2 Yokohama 3,690,000
3 Osaka 2,670,000
4 Nagoya 2,266,000
5 Sapporo 1,906,000
6 Kobe 1,544,000
7 Fukuoka 1,482,000
8 Kyoto 1,470,000
9 Kawasaki 1,413,000
10 Saitama 1,230,000
11 Hiroshima 1,178,000
12 Sendai 1,045,000
13 Kitakyushu 985,000
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14 Chiba 962,000
15 Setagaya 881,000
16 Sakai 842,000
17 Niigata 812,000
18 Hamamatsu 797,000
19 Kumamoto 734,000
20 Sagamihara 719,000
21 Nerima 715,000
22 Shizuoka 712,000
23 Okayama 711,000
24 Kagoshima 537,000
25 Funabashi 533,000
26 Higashi-Osaka 518,000
27 Amagasaki 501,000
28 Hachioji 466,000
29 Matsudo 456,000
30 Himeji 454,000
31 Nagasaki 445,000
32 Matsuyama 444,000
33 Kanazawa 443,000
34 Kawaguchi 439,000
35 Ichikawa 437,000
36 Yokosuka 433,000
37 Nishinomiya 428,000
38 Utsunomiya 427,000
39 Urawa 418,000
40 Kurashiki 415,000
41 Gifu 411,000
42 Toyonaka 410,000
43 Oita 409,000
44 Omiya 404,000
45 Wakayama 397,000
46 Hirakata 391,000
47 Fukuyama 366,000
48 Takatsuki 360,000
49 Asahikawa 359,000
50 Iwaki 356,000
51 Fujisawa 351,000
52 Nara 350,000
53 Machida 349,000
54 Nagano 347,000
55 Suita 345,000
56 Toyohashi 338,000
57 Toyota 332,000
58 Takamatsu 330,000
59 Toyama 321,000
60 Kochi 317,000
61 Koriyama 315,000
57
62 Hakodate 307,000
N.o City Region Population
Japan Population Map
2.2 GEOGRAPHIC AREAS

Japan is an archipelago, or string of islands, on the eastern edge of Asia. There are
four main islands: Hokkaido, Honshu, Shikoku, and Kyushu. There are also nearly
4,000 smaller islands! Japan's nearest mainland neighbors are the Siberian region of
Russia in the north and Korea and China farther south.
Almost four-fifths of Japan is covered with mountains. The Japanese Alps run down
the center of the largest island, Honshu. The highest peak is Mount Fuji, a cone-
shaped volcano considered sacred by many Japanese.
Japan can be a dangerous place. Three of the tectonic plates that form Earth's crust
meet nearby and often move against each other, causing earthquakes. More than a
thousand earthquakes hit Japan every year. Japan also has about 200 volcanoes, 60
of which are active.
Hokkaido island
59
Shikoku island
2.3 MIGRATION RATES
Net migration rate: 0.534 migrant(s)/1,000 population (2017)
Definition: This entry includes the figure for the difference between the
number of persons entering and leaving a country during the year per 1,000 persons
(based on midyear population). An excess of persons entering the country is referred
to as net immigration (e.g., 3.56 migrants/1,000 population); an excess of persons
leaving the country as net emigration (e.g., -9.26 migrants/1,000 population). The
net migration rate indicates the contribution of migration to the overall level of
population change. The net migration rate does not distinguish between economic
migrants, refugees, and other types of migrants nor does it distinguish between
lawful migrants and undocumented migrants
2.4 ETHNIC GROUPS

Among some of Japan's several indigenous ethnic groups, the group is mainly
Yamato Japanese, who have their roots in the Yayoi period and have been politically
dominant since the Asuka period. Other historical ethnic groups include the Ainu,
the Ryukyuan, the Emishi, the Hayato, and others; some of them were scattered or
absorbed by other groups. Ethnic groups that inhabited the islands of Japan in
prehistoric times include the Jomon and lesser known Paleolithic groups. In recent
history, a number of immigrants from other countries have come to Japan to live.
According to the 2018 census statistics, 97.8% of Japan's population is Japanese,
with the remainder being foreign nationals residing in Japan. force. An article in
2018 stated that 1 in 10 young people living in Tokyo are foreign nationals.
Data update in 2017

3. ECONOMIC STATISTICS AND ACTIVITY
3.1 OVERVIEW
The COVID-19 pandemic hit the economy hard, provoking a marked downturn.
Economic activity tumbled as sanitary restrictions restrained consumption and
investment. Workers and households with weaker attachment to employment tended
to be most affected. However, robust government support and the reopening of the
economy led to a partial bounceback. Growth is on course to regain momentum,
supported by macroeconomic policies and progress in vaccination.
61
Japan All Industry Activity Index

3.2 GROSS NATIONAL PRODUCT (GNP OR GDP) (TOTAL, RATE OF
GROWTH)
Japan GDP
Japan's GDP per Capita
Gross domestic product (GDP) in Japan is worth US$4975.42 billion in 2020,
according to official World Bank figures. Japan's GDP accounts for 4.40% of the
world economy.
3.3 PERSONAL INCOME PER CAPITA
Japan's annual household income per Capita reached $20,782,025 in December
2020, compared with a previous value of $19,511,958 in December 2019. Annual
Household Income Data of Japan per Capita updated annually, available from
December 2000 to December 2020, with an average value of US$17,278,293.
Japan's annual household income per Capita

3.4 DISTRIBUTION OF WEALTH
Adults with assets between 100 thousand and one million US dollars accounted for
about 48.4% of Japan's population in 2018, while a second proportion of adults were
worth between 10,000 and 100,000 dollars. Together, these groups make up about
63
92% of the population, making Japan not only one of the wealthiest countries in the
entire world, but also the most egalitarian large society.
3.5 MINERAL AND RESOURCES

a. Minerals
With few exceptions, Japan’s mineral reserves are small, and the quality of those
mined is often poor. Coal, iron ore, zinc, lead, copper, sulfur, gold, and silver are
among the most abundant minerals (in relative terms), with lesser quantities of
tungsten, chromite, and manganese. Japan also has large deposits of limestone.
There is an almost complete lack of nickel, cobalt, bauxite (the ore of aluminum),
nitrates, rock salt, potash, phosphates, and crude petroleum and natural gas.
b. Mining and quarrying
Mining is an unimportant and declining branch of the economy. The extractive
industry is characterized by small and relatively inefficient mines that do not lend
themselves to the application of modern, large-scale mining methods.Other metallic
ores of economic significance include silver, lead, and zinc. Limestone quarrying is
widespread throughout the Japanese archipelago.
c. Power
Per capita electricity consumption is comparable to that of most industrialized
countries, but electricity consumption for oil and natural gas is significantly lower.
The largest single source of energy is petroleum; Almost all demand is met through
imports, a significant part of which comes from sectors developed by Japanese
companies. Coal, much of which is imported, accounts for a much smaller share of
total consumption. Gas production is the largest for natural gas and liquefied natural
gas and in terms of energy output is comparable to coal production.
3.6 TRANSPORTATION
a. Buses
b. Highway Buses
c. The Shinkansen Bullet Train
65
The shinkansen is so central to Japan's modern identity that the image of a
shinkansen passing Mount Fuji appears in, if not on the front of, most guidebooks
and internet sites devoted to travel in Japan.
e. Taxis
3.7 COMMUNICATION SYSTEM

Japan's telecommunications system is very advanced. It includes private and public
service providers, but one public company, Nippon Telephone and Telegraph (NTT),
is the largest, controlling about 95% of landline telephone lines. In 1997, there were
60.3 million fixed telephone lines in use. By 1999, there were 30.6 million mobile
phones in service, a 260 percent increase over 2 years, and 6.3 million personal cell
phone systems (PHS), cheaper versions of cell phones. with limited coverage.
Personal computer ownership rate is high: 237 PCs per 1,000 population, in 1998,
compared with 459 per 1,000 population in the United States, the country with the
highest PC usage rate in the world. In 1999, there were 357 Internet service
providers in Japan. Internet penetration is low: 13.34 per 1,000 population in 1999,
compared with 112.77 in the United States. Japan has a very large television and
radio industry run by the private and public sectors. In 1997, there were 86.5 million
television sets and 120.5 million radios in use.
Communication system include:
a. Telephone (Telephone country code is 81)
Telephones and ISDN – main lines in use: 52.3981 million (2007)
IP phone lines in use: 16.766 million (2007)
Mobile and PHS lines in use: 105.297 million (2007)
b. Mobile phone services
Main article: Mobile phone industry in Japan
There are four nationwide mobile phone service providers: NTT DoCoMo, KDDI,
Ymobile, and Rakuten mobile.
c. Radio and television broadcasting
Radio broadcast stations: AM 190, FM 88, shortwave 24 (1999)
Radios: 120.5 million (1997)
Television broadcast stations: 7,108 (plus 441 repeaters; note – in addition, US
Forces are served by 3 TV stations and 2 TV cable services) (1999)
Televisions: 86.5 million (1997)
Amateur radio: 446,602 licensed stations as of October 2011.
d. Internet
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e. Post
3.8 WORKING CONDITION
Legal Weekly Duration Working hours are 8 hours per day and 40
hours per week
Retirement Age The Cabinet has passed bills requiring

companies to retain their workers until they
turn 70, effectively raising the retirement
age from 65 to 70. The move is part of an
effort to tackle falling birth rates and an
aging population, and consequent labor
shortages and rising pension costs.
Labour Laws Since 1987, Japan has adopted the principle

of a 40-hour week. If people work over
eight hours per day, 40 hours per week, or
on holidays (and one "weekend" day a
week), or at late night (10pm to 5am), they
are entitled to overtime pay.
Working Contracts There are three main employment contract

types in Japan: Permanent Employee,
known as Sei-sha-in; Contract Employee,
known as Keiyaku sha-in; Outsourced or
Temporary Employee, known as Haken
sha-in.
3.9 PRINCIPAL INDUSTRIES

Japan's major export industries includes
• Automobiles
• Consumer electronics
• Computers
• Semiconductors
• Iron and Steel
Additionally, key industries in Japan's economy are mining, nonferrous metals,
petrochemicals, pharmaceuticals, bioindustry, shipbuilding, aerospace, textiles, and
processed foods.
3.10 INTERNATIONAL TRADE STATISTIC
a. Import
The top imports of Japan are Crude Petroleum ($64B), Petroleum Gas ($42.3B),
Coal Briquettes ($20.7B), Integrated Circuits ($17.1B), and Broadcasting Equipment
($16B), importing mostly from China ($152B), United States ($70.1B), Australia
($41.5B), South Korea ($28.3B), and Saudi Arabia ($24.5B).
b. Export
The top exports of Japan are Cars ($103B), Vehicle Parts ($33.2B), Integrated
Circuits ($30.7B), Machinery Having Individual Functions ($20B), and Passenger
and Cargo Ships ($13.7B), exporting mostly to United States ($134B), China
($128B), South Korea ($44.9B), Chinese Taipei ($41.6B), and Thailand ($28.9B).
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c. Exchange rate
1 Japanese Yen (JPY) = 197.76029 Vietnamese Dongs (VND).
1 United States Dollar (USD) = 115.09033 Japanese Yen (JPY)
3.11 INFLATION RATE
Japan's consumer prices rose 0.6% year-on-year in November 2021, the highest level
in nearly two years and compared with a 0.1% increase a month earlier. The upward
pressure came mainly from the 9.2% year-on-year increase in fuel, light and water
fees, confirming signs that rising energy and raw materials prices are boosting
Japan's economy broadly. more widely and is being perceived by consumers.
Consumer prices also increased for culture & entertainment (4.3%), food (1.4%) and
education (1.2%). In contrast, prices of transport & communication (-6.9%) and
medical care (-0.2%) decreased. Core consumer prices, excluding fresh food, rose
0.5% year-on-year in November, beating market expectations for a 0.4% rise but still
well below with the central bank's 2% target. On a monthly basis, consumer prices
rose 0.3% in November, ranging from 0.3%
3.12 TRADE RESTRICTION
Japan officially tightened export regulations to Korea from July 4, 2019 for
thermoplastics, corrosive gases and color blocking agents. About 90% of
thermoplastics and color blocking agents, and 45% of corrosive gas used by Korean
enterprises are imported from Japan. These are materials with a high degree of
dependence on Japan, making it difficult to diversify import sources. Therefore, this
move of Tokyo raises concerns that it will cause a big shock to the Korean industry.
Japan's move is said to be in retaliation for the Korean Supreme Court's decision to
order Japanese businesses to compensate victims of forced labor during wartime.
After that, Japan also announced the exclusion of Korea from the "White List" of
countries that enjoy preferential treatment in export processes. In response, South
Korea also took similar measures, removing Japan from the "White List" making the
situation worse.
71
3.13 LABOR FORCE
In 2020, the total workforce in Japan includes about 68.7 million people. Despite
Japan's aging population, the workforce has grown by more than half a million
people since 2000.
3.14 FDI
FDI inflows into Japan remain low compared to most other developed countries in
the world and are relatively unstable. Japan's FDI capital is estimated at about $243
billion by 2020. Japan is the third largest investor in the world after China and
Luxembourg. In 2020, investment by Japanese multinationals fell 49% to $116
billion from a record $227 billion in 2019, in part due to the economic crisis caused
by the Covid-19 pandemic. The investments are mainly in finance and insurance,
electrical machinery, transportation equipment manufacturing, chemicals and
pharmaceuticals.
3.15 R&D
As the economy matured in the 1970s and 1980s, Japan gradually shifted away from
dependence on foreign research. Japan's ability to conduct independent research and
development became a decisive factor in boosting the nation's competitiveness. As
early as 1980, the Japan Agency for Science and Technology, a division of the
Kantei (the Prime Minister's office) announced the beginning of "Japan's era of
technological independence."
Japan's reputation for originality has also grown. Of the 1.2 million patents
registered worldwide in 1985, 40% were Japanese, and Japanese nationals accounted
for 19% of the 120,000 patent applications made in the United States. . In 1987,
about 33% of computer-related patents in the United States were from Japan, 30%
related to aviation, and 26% of communications patents.
3.16 JAPAN IS CURRENTLY A MEMBER OF THE ASSOCIATIONS
On October 23, 2020, Japan and the United Kingdom signed a Comprehensive
Economic Partnership Agreement (CEPA).
Notable agreements include the Japan and the European Union (EU) EPA, which has
been in force in February 2019. See here for a text of the agreement. In 2018, Japan
and six other countries (Australia, Canada, Mexico, New Zealand, Singapore,
Vietnam) signed and ratified the Comprehensive and Progressive Agreement for
Trans-Pacific Partnership (CPTPP). Four other countries (Brunei, Chile, Malaysia,
Peru) are signatories but have not yet ratified the CPTPP.
Japan had also entered into economic partnership agreements (EPAs) with these 14
countries, plus ASEAN:
• Australia
• Brunei
• Chile
• India
• Indonesia
• Malaysia
• Mexico
• Mongolia
• Peru
• Philippines
• Singapore
73
• Switzerland
• Thailand
• Vietnam
• ASEAN
Japan has held ongoing negotiations for a Regional Comprehensive Economic
Partnership free trade agreement since 2012 with several countries, including:
• Australia
• ASEAN members
• China
• South Korea (Republic of Korea)
• New Zealand
Japan is a full member of the World Trade Organization (WTO)
3.17 TOP 10 LARGEST BUSINESS ENTERPRISES IN JAPAN TODAY
Rank Fortune Name Industry Revenue Profits Employees Headquarter

500 s
rank
1 10 Toyota Automotive 275,288 19,096 359,542 Toyota
2 39 Honda Automotive 137,332 4,192 218,674 Tokyo
3 42 Mitsubishi Conglomerate 135,940 4,924 86,098 Tokyo
4 60 Japan Post Conglomerate 109,915 4,449 245,472 Tokyo

Holdings
5 62 Nippon Telecommunications 109,448 7,867 319,039 Tokyo

Telegraph
and
Telephone
6 72 Itochu Trading 100,522 4,611 151,430 Tokyo
7 83 Nissan Automotive 90,863 −6,174 144,933 Yokohama
8 94 SoftBank Conglomerate 87,440 −8,844 80,909 Tokyo

Group
9 106 Hitachi Conglomerate 80,639 806 301,056 Tokyo
10 115 AEON Retail 78,930 246 290,196 Chiba
III.DEVELOPMENTS IN SCIENCE AND TECHNOLOGY

1. OVERVIEW
Science and technology in Japan developed rapidly after the Second World War, which
influenced the advancement of vehicle technology, consumer electronics, robotics, medical
equipment, and reconnaissance. space and film industry. Japan's focus on intensive math
education and a respect for engineers in Japanese culture supports the development of
engineering talent that has made advancements in automotive engines, screen technology,
and technology. television sets, video games, optical clocks and many other fields. Japan is
also advanced in robotics, restaurants and hospitals.
1.1 CURRENT STRENGTHS

a. Autonomous Vehicles
Japan is famous the world over as the only developed nation with a rapidly aging
society in conjunction with steep population decline. Rural areas are no stranger to
transportation challenges often with one bus or train arriving an hour to take
passengers to where they need to go. The first of which was tested in Eiheiji Town,
Fukui Prefecture in late 2020. The success in Fukui has spurred on a second project
under much warmer conditions in Chatan Town, Okinawa Prefecture. In both
projects the two vehicles will be operated by one driver, with the technology being
the equivalent of a level 3 on the autonomous scale.
75
b. Cryptocurrencies
Japan has had a hard time determining what blockchain means for the average
investor. As of the new regulations in 2020, the term takes on new meanings for
investors looking at cryptocurrencies or business leaders thinking about how to
reshape the e-commerce platform of the country. they are better. However,
determining whether a cryptocurrency is considered an asset is already a bit more
difficult to describe. On the other hand, the law is more specific when it comes to
stipulating that crypto-trading companies must establish a branch office in Japan in
order to do business in Japan.
1.2 FUTURE PROSPECTS

a. 5G
Japan is the world’s hotspot market for tech innovation and 5G is no exception.
According to NTT Docomo in February 2021, in cooperation with an international
group of other leading firms, a basic agreement has been signed to establish a
consortium to provide 5G solutions paving the way for the future.
b. Quantum Computing
Quantum computing is a bold new frontier in terms of digital computing power with
particles that represent qubits taking on 0 or 1 valued bits simultaneously. Translating
this computing power into a usable technology for practical applications is sadly
theoretical at this stage but Japan remains committed to exploring through ambitious
R&D programs.
2. JAPAN’S TECHNOLOGY LANDSCAPE

For Japan, it will be innovation that unquestionably will resolve the issues we face in the
future. Japan is committed to being the very first country to prove that it is possible to grow
through innovation even when its population declines.To realize this new era, the
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Government of Japan is doing everything it can to encourage various players, including
start-ups and “hidden gems” among small- and medium-sized enterprises, to come up with
brand-new and innovative ideas, to provide the world with solutions.
Innovation is a key driving force for resilient growth. Overcoming difficulties drives the
world to become more creative, and ever more innovative. Businesses regardless of size
and scale never cease developing solutions in global markets as irreplaceable contributors.
Japan supports such businesses, nurturing a resilient spirit. Continuous efforts fuel the cycle
of technological development, and solutions are applied to every corner of society, foster
the well-being of all. With the power of innovation, we overcome challenges and contribute
to the betterment of human lives.
3. ROBUST TELECOM SECTOR
The telecommunications industry is divided into two large segments: fixed networks (such
as fiber optic lines) and networks for mobile phones. Since this is a typical joint-stock
company, the profits of all three major mobile phone companies are among those of large-
scale Japanese companies.
Those 3 companies are:
• NTT (Website: https://www.ntt.co.jp/)
• KDDI (Website: https://www.kddi.com/)
• Softbank (Website: https://www.softbank.jp/)
Companies no longer expect significant growth from the mobile phone business alone, but
are gradually shifting their focus to growth in areas such as overseas and in non-
telecommunication segments. Typically, NTT decided to reorganize NTT Communications
and its subsidiaries outside of Japan with the aim of strengthening overseas business.
Softbank is consolidating its position as a strategic investment company. KDDI also
established a joint-stock company with financial intermediaries with the aim of “integrating
communication and life design.”
4. PRESENCE OF LARGE GLOBAL AND DOMESTIC PLAYERS
Japan is the third largest developed economy in the world. However, despite the economic
downturn, it cannot be denied: many large Japanese corporations are still growing steadily,
growing all over the world and also in the US, such as: Mitsubishi UFJ Financial Group
Financial Group, Toyota Motor, Nippon Telegraph & Tel, Honda Motor,…
5. COMMERCIALIZATION OF NEW IDEAS
Japan's economic growth powerhouses as its world-leading industries act as a strong
attraction for foreign investors. Japan is a major automobile manufacturer in the world with
5 major Japanese automakers including: Toyota, Nissan, Honda, Mazda and Subaru and 5
parts manufacturers: Aisin, JATCO, Denso, Panasonic and Mitsubishi Electric jointly
established the Japan Automobile Model Based Engineering Center (abbreviated: JAMBE).
Their goal is to promote Model-Driven Development in the automotive industry. Major
Japanese companies have entered the famous Fortune 500 list.
6. HIGH-TECH LARGE COMPANIES
Rank Company Revenue in USD
1 NTT $107.61 B
2 SoftBank Group $83.52 B
3 KDDI $45.98 B
4 NTT Docomo $43.49 B
5 NTT Data $19.31 B
6 Yahoo $8.18 B
7 Otsuka Corporation $6.93 B
8 FUJI Media Holdings $5.90 B
9 T-GAIA $5.04 B
10 Nomura Research Institute, Ltd. $4.30 B
Source: Neri Marketing
Nippon Telegraph and Telephone
79
Soft Bank Group
KDDI Group
7. GOVERNMENT SUPPORT FOR R&D
In Japan, businesses with a total capital of less than 100 million yen, or with fewer than
1,000 employees, if the business has no fixed capital, the government allows 6% of tax
income to be used for operating expenses. R&D action. However, this level does not exceed
15% of the total income tax value of the enterprise.
The Japanese government has many preferential policies for businesses such as incentives
for credit, tax and direct funding. In 2018, Japan spent 170.5 billion USD to invest in R&D
equivalent to about 3.4% of the country's GDP (UNESCO Institute of Statistics, 2018). The
Japanese government encourages enterprises to invest in technological innovation activities
with tax incentives for the additional costs of research in enterprises.
In the policy of promoting enterprises to innovate technology, Japan also spends a large
annual budget to support high-tech projects of enterprises. In addition, the Government also
focuses on and supports human resource training for science and technology by opening
training courses at universities with the participation of leading experts.
IV. DISTRIBUTION CHANNEL
In Japan, coffee is distributed through distribution channels: Direct and indirect.
Regarding non-direct distribution channels, coffee will be available to consumers through
channels: Retailers and e-commerce.
1. RETAILERS
In Japan, coffee is very popular in vending machines. In TOKYO, there are more than 5
million vending machines selling canned coffee products. Coffee retailers in Japan are very
diverse. We can see that in Japan there are retailers such as cafe shops, convenience stores,
and supermarkets. According to the statistics found, in 1985 Japan had more than 170,000
cafe shops or kissaten. In 1988, in Tokyo alone, more than 50,000 cafes were opened. And
this number will increase further in the coming years. We can see the widespread popularity
of cafe shops in Japan.
More specifically, in Japan, there are many business forms of coffee shops. Examples are
pet cafe, robot cafe, fishing cafe or even Ninja Café. Japan is growing more and more
diverse in terms of coffee business services.
In Japan, convenience stores and supermarkets are also very popular. According to current
statistics there are more than 50,000 convenience stores in Japan and they are distributed
everywhere. So customers can shop very conveniently.
Famous convenience stores here that we may know: 7-Elevent and Family Mart. That year,
supermarkets in the country generated over 14.8 trillion Japanese yen in revenue.
The major supermarkets in Japan that we are known for are: Ito Yokado, AEON, and the
Tokyu Store.
2. IMPORT/EXPORT AGENTS
In 2005-2006, Japan and Vietnam had coffee import and export indexes of 25,939 (1000
USD) and 44,923 (1000 USD). Shows a growth index of 73.19 percent. It shows that in
Japan, coffee is very popular in Vietnam and this number will continue to grow in the
future.
In 2020, Japan has the 6th place in the import index of Vietnamese coffee with a profit of
more than 100 million USD. Along with that is the price of coffee when exporting Vietnam
to Japan ranked 4th. This shows that the coffee import and export market of Vietnam and
Japan is very developed. However, because of the complicated situation of Covid 19, the
economic situation became unstable. But this makes the demand for instant coffee
skyrocket more than usual (Instant coffee is usually made from robusta beans, coffee beans
are produced mainly in Vietnam). Sales of instant coffee products in the second quarter of
2020 increased about 10% from a year earlier, according to food processing company
Ajinomoto AGF. This promotes the import and export of Coffee between Vietnam and
Japan a step more development in the future.
a. Logictics in Japan.
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The logistics industry is an industry that specializes in the transportation of raw
materials and consumer goods. This is an essential industry for the coffee business in
the Japanese market. Japan is famous as an island country, so shipping goods by sea
is very suitable for this geography. Shipping by sea is known to be the dominant
mode of transport in Japan. With this geographical condition, shipping by air is also
an ideal method. Japan has a rather disadvantage that the population here is getting
younger and younger, leading to a shortage of human resources along with the
growing Japanese technology. This causes a shortage of workers, which will
increase transportation costs.
TOP 10 VN COMPANY EXPORT CAFE TO JAPAN:
Mascopex, Neumann Gruppe Việt Nam, Cát Quế, Công ty Cổ phần Phúc Sinh,
Volcafe Việt Nam, and Nestlé Việt Nam Limited.
LOGICTICS COMPAY IN JAPAN:
Sagawa.
Transcontainer Limited.
SENKO.
Logistics Mates Corp.
Konoike Group.
...
3. WAREHOUSING
With the current Covid situation, it greatly affects the consumption behavior of customers.
People are less likely to gather to shop, but instead are turning to online shopping activities.
Leads to the development of warehouses increasing rapidly because of the increased
demand for storage. This requires the warehouse to hold 2 3 times more goods than usual.
GLP Yachiyo in Tokyo

According to our post-pandemic market research and analysis, the warehouse automation
market is expected to touch the $30 billion mark by 2026, at a CAGR of nearly 14% from
2020 to 2026. This growth is due to the impact of the e-commerce industry. In recent years,
the boom of the e-commerce industry and the complicated situation of the covid epidemic
have been observed. Increases order demand.
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The warehousing industry in Japan employs an average of 260 thousand people in 2020, up
from about 190 thousand people in 2012. Among the transportation and postal industries, it
is the 4th strongest labor sector.
The revenue of the logic industry in Japan in 2018 is estimated at 22.6 trillion yen. Driven
by growing markets that rely on fast and efficient distribution routes.
Warehouse in Japan: Tomakomai Branch, Hachinohe Sub Branch, Niigata Branch, Kanto
area,..
a. E-commerce
Japan is a country associated with technology. So here e-commerce is very
developed. Japan is the 4th country in the world in terms of e-commerce after China,
the United States and the United Kingdom. According to statistics, up to 119 million
out of 126 million people in Japan know the Internet. People here use technology
very proficiently from the elderly to children. So approaching the Japanese market
through e-commerce is a very smart way.
We have e-commerce channels specializing in coffee distribution as follows:
Amazon is typically where most international sellers begin their journey into Japan.
As well as offering a familiar interface, its handling of certain customer-focused
activities on your behalf can save you huge amounts of time when getting set up
initially. Oh, and it’s also the most popular platform in the country.
Rakuten is Japan’s homegrown ecommerce giant. It is the second biggest platform in
Japan with around 49,000 shops and a quarter of Japan’s total ecommerce market
share. This might be enough to tempt you, but as the platform requires heavier
investment of time and effort to set up and optimize your storefront for the Japanese
market, many foreign merchants are reluctant to start selling here.
Yahoo! Shopping is the third biggest ecommerce platform in Japan, estimated to
attract around 28 million monthly visitors. It sells anything from electronics to
toiletries from thousands of merchants, domestically and across borders.
Au Pay, formerly Wowma, is extremely popular in Japan today. Founded by the
mobile phone company KDDI, it benefits from its mother company’s large share of
mobile users in Japan, with the au brand having over 38 million registered
customers, over 14 million subscribers to its ‘smart pass’ app, and over 2500
physical stores.
4. PENETRATION OF URBAN AND RURAL MARKET
Japan is a country associated with technology. So here e-commerce is very developed.
Japan is the 4th country in the world in terms of e-commerce after China, the United States
and the United Kingdom. According to statistics, up to 119 million out of 126 million
people in Japan know the Internet. People here use technology very proficiently from the
elderly to children. So approaching the Japanese market through e-commerce is a very
smart way.
a. Product:
o NESCAFÉ® ALEGRIA® 3-in-1. Instant 3-in-1 coffee mix. Mix of
NESCAFÉ®, COFFEE-MATE® and sugar. ...
o NESCAFÉ® ALEGRIA® Caramel Macchiato. Instant Caramel Macchiato
mix. ...
o NESCAFÉ® ALEGRIA® Cappuccino Mix. Instant Cappuccino coffee mix.
...
o NESCAFÉ® ALEGRIA® Premium Roast. Premium Roast Coffee.
b. Place:
A view of the NESCAFE coffee-shop in Harajuku area on July 11, 2015, Tokyo,
Japan. Six robots are programmed to interact with people while introducing the
Nescafe products during a special event ''The world? Future cafe by NESCAFE with
Pepper'' on Saturday July 11th. The store will continue to employ two robots as
regular staff to introduce the shop's products and services.
c. Price:
Jars of Nescafé are widely available but at 700 yen for a 90g jar, they're a big step up
in price. A box of 10 instant coffee/latte 'sticks' are available for 150 - 200 yen. For
those with a coffee maker, packets of blend coffee grains go from around 400
yen/300g.
V. MEDIA
1. AVAILABILITY OF MEDIA
Nowadays social media is a very influential means of communication in Japan. With the
development of technology and people's understanding with technology gadgets. This leads
to an increase in the percentage of people using the Internet, rather than social networks, in
Japan. The number of social network users in Japan is more than 91 million users. And
more than 70% of people use social networks every day. This number is extremely large
compared to Japan's population of 126 million. Almost the majority, from the elderly to the
very young, use social networks. In social networks, users can see a lot of information
shared by others. This shows that this is an extremely good tool to promote products and
reach users in Japan. Today in Japan, the most popular social networking sites used by
everyone are Instargram, Facebook, Twitter and recently, Tiktok. These social networking
sites are not only in Japan but almost every country (except China).
2. NEWSPAPERS AND PRINTED PRESS
Newspaper pages in Japan are also known as 新聞 "shinbun", or older spelling "shimbun".
Like other newspapers in the world, in Japan there are many types of newspapers from
Economics, sports to literature, industry and commerce. In Japan newspapers are circulated
nationwide and distributed by region, province or city. Depending on the type of
newspaper, there will be different production frequencies. Some are produced up to 2 times
in 1 day. There are weekly, monthly and even quarterly...
The 5 most famous newspapers in Japan today are Asahi Shimbun, Mainichi Shimbun,
Yomiuri Shimbun, Sankei Shimbun and Nikkei Shimbun.
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Especially the popular daily English newspaper in Japan is: Japan Times.
3. RADIO AND TELEVISION

A very popular and popular media in Japan today is TV. Japanese television is like any
other country. They show daily news, entertainment channels, music and movies, etc. In
Japan, entertainment channels are very diverse and rich. They have a lot of ideas about
comedy shows that bring a lot of laughter to everyone. In addition to the above, Japanese
television is also used for advertising like other Southeast Asian countries. According to
statistics, Japanese people watch TV for an average of 164 minutes per day. And Japan is
known as the country with the second largest advertising market in the world after the
United States. The largest television advertising agency in Japan is Detsu. According to
statistics, Japan has a record of 345 TV channels and this number has been reduced in 2012.
4. NEW MEDIA AND THE INTERNET
Japan is one of the countries with the most internet users in the world. Although this
country has a very high density of Internet use, it also depends on the rich or poor region. In
rural areas, the frequency of Internet use is still very low. Because many factors such as
economy, tastes, environment. According to statistics, in Japan there are more than 110
million Internet users, of which nearly 100 million people use smartphones. Through
surveys, it is found that Internet users are mainly for exchanging information, using social
networks and using it for entertainment.
5. SYSTEMIC ISSUES
In Japan, the media is strictly controlled and careful not to smear and offend the
government. They are extremely deterrent with actions that are rebellious or satirize the
government. So the people in the media are very afraid of that. This shows that in Japan
communication problems are few and almost none.
C. MARKET AUDIT AND COMPETITIVE MARKET ANALYSIS
I. INTRODUCTION
A thorough examination the marketing and communication of a firm is quite useful in
determining where the company is in terms of marketing. The company will be better
informed about the success (or otherwise) of prior marketing initiatives by analyzing topics
such as consumers and target audiences, competitors, the market place in general, and the
internal situation. This information is crucial in assisting the firm in developing a successful
marketing strategy and highlighting what it will require to execute the marketing plan in order
for the firm to fulfill its business objectives.
A marketing audit examines the company's goals and objectives to determine what the
company is trying to accomplish, allowing management to make informed decisions about
the company's future marketing strategy. When a corporation is assessing its business
strategy, a marketing audit is frequently performed. A marketing audit can provide
management with crucial consumer and market data, which is critical in helping them create
realistic business goals.
II. THE PRODUCT
1. Relative Advantages
The Nescafe brand was born with the Brazilian government contacting Max Morgenthaler, a
coffee expert, in the early 1930s with the request to find a way to make a cheaper coffee than
possible. drink it immediately by adding only boiling water, to consume all the annual surplus
coffee beans in this country. And after seven years of careful research and development in
Nestlé's Swiss laboratory, the Nescafe brand officially entered the market in 1938. It was
Nescafe who reinvented the way of preparing instant coffee. melt. The methods in creating
instant coffee in the early days were to make a strong coffee, that is filter coffee, and have
been replaced with instant coffee. Nescafe is quite appreciated and used worldwide since its
inception. And it is no coincidence that the Nescafe brand was used as the official drink for
the US military during World War II. Nescafe has affirmed the value of the brand not only
by the quality of the product, but also by many other factors connected together such as
competitive prices, marketing programs, research efforts to bring the difference. for products,
... in order to create a global Nescafe brand like today.
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2. Compatibility
Instant coffee is instant coffee or coffee powder prepared from roasted or ground coffee
beans. Although fresh coffee dominates the coffee industry, instant coffee is gaining
prominence globally because it's easier and faster to make. It has been around for decades.
According to this study, the instant coffee market was valued at USD 10.4 billion in 2017,
growing at a CAGR of 5% during the period.
2010-2017. The report segmented the instant coffee market on the basis of key regions.
Currently, Brazil represents the largest producer in the world, followed by Vietnam.
On the basis of consumption, the US represents the world's largest coffee consumer, followed
by Germany and Brazil. As tea still accounts for the majority of the hot beverage market
share in many parts of the world, coffee consumption in emerging markets such as India and
China is limited to urban areas with negligible penetration. in rural and semi-urban areas.
However, the soluble coffee industry in emerging markets is expected to grow significantly
faster over the next five years.
3. Complexity
The degree to which consumers consider products to be unwieldy is called the degree of
innovation complexity. If the innovation has a high degree of complexity, it will have a lower
level of acceptance. Tea was initially popular in Japan, but the coffee wave encountered many
difficulties. For example, Nescafe, it has faced difficulties since the release of instant coffee,
a large number of people have really enjoyed and responded through the following data table:
Nestle accounts for nearly a third of the $12.5 billion Asia-Pacific instant coffee market.
Source: Euromonitor International (data based on expected retail sales for 2019)
4. Trialability
Our product was trialed for a short amount of time before being purchased; this method was
used to significantly enhance adoption rates. The perceived risk of making a purchase of a
product is reduced by trialability. By allowing customers to try our goods prior to purchase,
we demonstrate to them that we are confident enough in our product to allow them to do so
before making a purchase.
Nescafe ran initiatives in 2004 such as buy Nestle to win a Vitara automobile, drink Nestle
for free at wholesale markets and supermarkets, and give gifts to each household.
5. Observability
The extent to which a potential consumer can observe the innovation and its positive effects
is known as observability. The more the positive effects are sensed, the more observable the
effects are to the consumer. With a diversified product portfolio, Nestle has successfully
penetrated into both urban and rural markets. Nestle has distribution plans suitable for each
locality and decentralization in the supply chain such as street vendors, mobile vending carts,
distributors, medical stores, etc. to bring its products to the market. . Nestle currently has
more than 8000 products and brands, ranging from beverages such as coffee, mineral water,
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breakfast cereals... And under each product category, Nestle will have many product
categories to meet the needs and desires of Nestle. different wants of consumers.
The diverse product portfolio allows Nestlé to better respond to different consumer needs and
target a broader consumer segment. The company is also less susceptible to changing
consumer tastes or consumer backlash against one of its brands.
III. THE MARKE
1. Geographical regions
Japan is an archipelago, or string of islands, on the eastern edge of Asia. There are four
main islands: Hokkaido, Honshu, Shikoku, and Kyushu. There are also nearly 4,000 smaller
islands! Japan's nearest mainland neighbors are the Siberian region of Russia in the north
and Korea and China farther south.
Hokkaido Honshu
Shikoku Kyushu
Almost four-fifths of Japan is covered with mountains. The Japanese Alps run down the
center of the largest island, Honshu. The highest peak is Mount Fuji, a cone-
shaped volcano considered sacred by many Japanese.
Export markets include markets with very high quality standards such as Japan, Korea, the
United States and some countries in the European Union. Especially in Japan, is the third
largest economy in the world but lies in 114th place for ease of doing business. Having local
help on board is essential for overseas ventures to work in the east Asian powerhouse.
The Japanese market is characterised by consumers with high levels of disposable
income who are drawn to premium, high-end goods and services. ... Furthermore, for many
foreign companies, Japan has also become the place for development of new products and
concepts.
Many of its most populous cities are very densely populated, and growth is expected to
continue through the years. ... Almost 200 of its cities have a population of at least 100,000
(but fewer than one million), which makes it easy to see why Japan is one of the most
populous countries on earth.
2. Forms of transportation and communication available in those regions
Roads
The quality of roads in Japan is among the best in the world. The surface is pitch black in
colour, soft and exceptionally durable, and will not wear out your tyres, thanks to the superior
quality of natural bitumen suitably mixed with high quality locally-processed additives.
Buses
Buses in Japan are the most common form of public transportation. Outside of larger cities,
they can be the only public transportation available. They are on time for the most part, but
are subject to traffic so delays are inevitable.
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Subways
The Tokyo subway system is one of the largest and busiest in the world. There are 13 lines,
8 operated by Tokyo Metro or (TRTA) Teito Rapid Transit Authority (formerly Eidan
Subways) and 4 lines managed by Toei Subway run by the Tokyo Metropolitan Government.
Each line has a color and a letter (the initial letter of the line's name), and each station also
has a number.
Railway:
Toei-operated Nippori-Toneri Liner in Tokyo was the busiest railway line in Japan, reaching
a congestion rate of 140 percent between the stations Akado-shogakkomae and Nishi-Nippori
3. Consumer buying habits
Quality consumption has long been favored by Japanese consumers over mass consumption.
However, as the economy has slowed, some consumers have turned to lower-cost, lower-
quality goods. This is particularly true of the Millennial (Yutori) generation. 43.8 percent of
persons under 25 work part-time and earn between $100 and $500 per month.
They are more likely to go to malls and speciality businesses if they provide enjoyable
shopping experiences. Discount stores and own-label products, which had previously
struggled to break into the Japanese market, have grown in popularity. In Japan, quality
standards and service expectations are very high (sales process, delivery, packaging, after-
sales service, and so on). Because of the shift in consumption behaviors, Japan's average
basket, which is unusually high compared to Western countries, is declining (cheaper
products in particular).
Online shopping is central to both the economizing and the nesting trends. While Japan has
one of the world’s highest broadband penetration rates, it has lagged behind developed
markets such as United Kingdom and the United States in the willingness of its consumers to
shop online
Communication systems
Japan's telecommunication system is very advanced. It consists of private and public service
providers, but a public company, Nippon Telephone and Telegraph (NTT), is the largest
provider, controlling about 95 percent of fixed telephone lines. In 1997 there were 60.3
million fixed telephone lines in use. By 1999, there were 30.6 million cellular phones in
operation, a 260 percent increase in 2 years, and 6.3 million personal handphone systems
(PHS), cheaper versions of cellular phones with limited signal coverage. Personal computer
ownership is high: 237 PCs per 1,000 population, in 1998, compared to 459 per 1,000
population in the United States, which has the world's highest rate of PC use. In 1999, there
were 357 Internet service providers in Japan. The rate of Internet use is low: 13.34 per 1,000
population in 1999, as compared with 112.77 in the United States. Japan has a very large
television and radio industry operated by private and public sectors. In 1997, there were 86.5
million television sets and 120.5 million radios in use.
4. Distribution of the product
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Nestle Distribution Channel: Products are sent to the C&F Agents of the company from its
Manufacturing Unit. Late it flows from the Manufacturing Unit to Distributor and Super
Stockist. The Distributor is responsible to manage the availability of products in his area.
Super Stockist supplies the goods to the Re-Distributor who is in charge of managing the
availability outside the region of the Distributor. The Distributor and Re-Distributor, then
supplies the products to Wholesaler and Retail in their respective region or area.
5. Advertising and promotion
a. Advertising media usually used to reach our target markets
Nescafe make the products advertise through radio, television, papers, PR activity,
newspaper, internet, etc. The brand has a huge fan following on social media, and it
engages with its users via web videos campaigns & connects people globally. The
company has made one thing sure that their logo remains the same since the origin.
This in a way made the people recognize the logo and they could recognize the brand
just by the logo, as the logo has been imprinted in the mind of the people. The
advertisement of Nescafe also are innovative and make sure that they catch the
attention of the customers and they kind of get attracted to the products
b. Sales promotions customarily used (sampling, coupons, etc.)

The promotional and advertising strategy in the Nescafe marketing strategy is as
follows: Nescafe emphasizes on the promotion of products in all different kinds
of way. They make sure they have make all possible communication possible for the
customers to know what the products are.
6. Pricing strategy
The price of products are dependent on the quality of the material supplied by the company.
The marketing mix pricing strategy of Nescafe is dependent upon competitors and demand.
The products are high in quality and they are significantly priced. But this has slowly made
the customer base small and limited. The people decided to have these coffees and was a
great a great success.
There after we saw that Nescafe has made several changes in the portfolio and new products
are in. This has increased the customer base, as people have a wide variety to choose from.
The prices of the followings were adjusted accordingly. The volume offered to the customers
were varied as was the price. This made it available to a wider set of customers as the products
got pocket friendly. The sachets are available at a very low price. They are targeted to the
customers who would prefer a single cup of coffee and at a cheap rate. The various flavors
of Nescafe coffee are made available at various quantity and their prices also set according
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to the packing. With people staying at home during the pandemic, the product sales for instant
coffee mix increased.
a. Customer markup
Product Line Price (SGD)
Nescafe (15 sachets/box)
Nescafe 3 in 1 2.78
Nescafe Cafe Viet 2.84
Nescafe Red Cup 5.86
Super Group (15 sachets/box)
Coffee Mix 3 in 1 7.73
2 in 1 Kopi-O 6.11
b. Type of discount available
D. COMPARE AND CONTRAST YOUR PRODUCT AND THE COMPETITION’S

PRODUCT(s)
a. Trung Nguyen Coffee
History of establishment and development:
Trung Nguyen Coffee is one of the leading famous brands in Vietnam and is present
in more than 60 countries around the world. Trung Nguyen Coffee is the No. 1 brand
in Vietnam with the largest number of coffee consumers. There are 11 million / 17
million Vietnamese households buying Trung Nguyen coffee products.
Mission:
Building a leading brand by providing coffee and tea drinkers with creative
inspiration and pride in Trung Nguyen style imbued with Vietnamese culture.
Product:
▪ Currently, Trung Nguyen coffee has 6 main product lines:
▪ High-class Trung Nguyen Coffee.
▪ Coffee Roasters.
▪ Pure coffee beans.
▪ G7 instant coffee.
▪ Natural coffee.
▪ Thick cream with sugar.
Customer:
Trung Nguyen's customers are mainly individual customers, who buy goods at retail
locations or enjoy coffee in Trung Nguyen's chain stores. In addition, there are
institutional customers who buy in bulk.
Distribution:
Trung Nguyen will develop a domestic distribution channel on the basis of linking
wholesalers and retailers across stores nationwide. The Group has the goal of
developing a smooth domestic distribution channel network, including about 100
leading domestic distributors in 64 provinces from now to 2010
Price:
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b. Vina Coffee
History of establishment and development:
Born in the 1980s and officially recognized as intellectual property in 1993,
Vinacafé brand today has become a major brand of Vietnam, selected into the
National Brand program since 2008. Vinacafé has been well-trained building a solid
foundation: product quality and commitment" "Scent of nature"
Mission:
Vinacafé BH Joint Stock Company reflects the company's leadership's vision of
what the company is looking to accomplish, providing a clearer view of what the
company strives to achieve. With the slogan "the scent of nature". Vinacafe BH's
mission is "To bring consumers only the most quintessential things of nature.
Product:
Currently, the company is producing 4 main product groups: roasted and ground
coffee, pure instant coffee, milk coffee, nutritious cereal powder, in 3-in-1 milk
coffee (belonging to coffee group) soluble) is the most preferred by consumers. The
company has successfully researched and produced 4-in-1 SM coffee, which is also
a blend of instant coffee, with better quality than similar foreign coffee, which is
widely consumed by the Korean and Chinese markets. thum strong.
Customer:
Developing customers in two directions of quantity and quality. Put the customer as
the focus and perfect the price and packaging to attract customers in the best way
Distribution:
Vinacafe has developed its distribution channel with 121 distributors, 7,000 sales
points and more than 59,000 product retail stores, 1,000 convenience stores and
distribution centers across the country.
Price:
▪ Latest VINACAFE Coffee Price
▪ Vinacafe Gold Coffee 800g price 95,900 VND
▪ Vinacafe Gold Coffee 480g price 55,000 VND
▪ Wake Up milk coffee 456g price 41,000 VND
▪ Wake-up Vinacafé mink flavored coffee for 44,900 VND
▪ Vinacafe Gold Coffee 480g combo 2 packs priced at 161,500 VND
▪ Wake Up milk coffee 456g combo 2 bags price 112,500 VND
E. PRELIMINARY MARKETING PLAN

I. COMPANY
Summary:
Starbucks Coffee Japan was established in October 1995, as a joint venture between Sazaby
League and Starbucks Coffee International, the international arm and subsidiary of
Starbucks Coffee Company the leading retailer, roaster and brand of specialty coffee in the
world. Since the opening of our first store on August 2, 1996, in the Ginza district of
Tokyo, our network has expanded rapidly throughout the country and has reached 1,685
stores as of the end of September 2021.
The wonderful aroma of coffee, the depth of its taste, and the expert knowledge of our
friendly baristas are all a part of the refreshing and unique Starbucks Experience, a special
experience that no other coffeehouse can offer.
. Furthermore, the PRELIMINARY – MARKETING PLAN needs to aim an immediately
tactic of providing meaningful instruction based on a “efficient teamwork” approach (this
endeavor should be tackled by every employee within the company), this approach gives us
advantage over our drawbacks by providing for our target market a practical and relevant
approach
1. Vision
We continue to set the pace for innovation and service for Starbucks globally by focusing
on creating genuine human connection in our stores and positively impacting the
communities we serve.”
2. Mission
Mission to inspire and nurture the human spirit – one person, one cup and one
neighborhood at a time, the company values each and every small connection made through
a cup of coffee in each community-rooted coffeehouse
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3. Goal
In the future, Starbucks Japan aims to transition all 350 free-standing company operated
stores to 100 per cent renewable energy with a larger goal to open 2000 stores nation-wide
by the end of 2024. With Starbucks Japan opening 100 new stores ever year, the company
says it seeks to increase opportunities for its employees, contributing to economic
development in local communities through tailored career paths
4. Material and machine
Semi-automatic coffee machine, Espresso grinder, Blenders , Ovens and toasters,coffe
bean, Refrigeration system, Countertop display warmer, Shelving, Food prepping table,
Miscellaneous items
Semi-automatic coffee machine Espresso grinder
Ovens and toasters Refrigeration system

5. Swot
6. Cost
6.1 Cafe equipment price range:
Product Price
Espresso machine $1000–6000$
Espresso grinder $500–800
Coffee make $500–2000
Frappe and smoothie blenders $150–500
Combination refrigerators/freezers $4000–6000
Underbar sink $200–300
Ice machine $1800–3000
Food service equipment (microwave, $3000–5000

toasters, blenders)
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Dishwasher $5000–12,000
3-Compartment sink for back-of-house area $300–600
Coffee accessories (espresso tampers, $300–400

frothing pitchers, measuring cups and
spoons, scales, etc.)
Crockery $400–1500
Disposable сoffee shop supplies (paper hot $400–1500

cups and lids, custom coffee sleeves,
napkins, etc
Office equipment (PC, fax/printer, phone, $3000–5000

furniture, file cabinets)
6.2 Transportation cost from Vietnam to Japan

Ocean cargo from Vietnam to Japan
With its 27,000 km of coastline for a surface area of 370,000 km2, the Japanese
archipelago has 073 ports, i.e. a shelter for 27 km of shoreline. In this country where
maritime activities play an essential role three types of port establishments share the
traffic According to their size there are 17 specially designated major ports 94 major
and more than 900 local ports two exceptions except Niigata on the Sea of Japan and
Muroran Hokkaido all the specially designated major ports are located between
Tokyo Bay and Shimonoseki Strait on the southern coast of Japan. In 1972 700,000
ships carried in connection with a Japanese port nearly billions of tons of goods
Despite their very high level international trade 553 million tonnes in 1971, i.e.
approximately one fifth of the world's total is just over one third of the world's total.
of total traffic, leaving cabotage with a preponderant share of 299 million tons
Open to the Pacific Ocean at the outlet of the second agglomeration. the country's
urban development2 as the gateway to the Inland Sea and Osaka Bay. is home to two
of Japan's major international trading ports Kobe first Japanese port and third world
port Osaka fourth port archipelago merchant
Sea transportation cost in Japan
Flight transportation cost in Japan
7. Methodology
▪ Population Density
▪ Skytrains
▪ Roads
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▪ Bus Routes
▪ Institusions
▪ Existing Coffee Shops
Methodology developed for coffee suitability analyses
II. MARKETING OBJECTIVES

1. Target market(s) (specific description of the market):
Geographical Japan is an archipelago, or string of islands, on the eastern edge

of Asia. There are four main islands: Hokkaido, Honshu,
Shikoku, and Kyushu. There are also nearly 4,000 smaller
islands! Japan's nearest mainland neighbors are the Siberian
region of Russia in the north and Korea and China farther
south.
Almost four-fifths of Japan is covered with mountains. The

Japanese Alps run down the center of the largest island,
Honshu. The highest peak is Mount Fuji, a cone-shaped
volcano considered sacred by many Japanese.
Japan can be a dangerous place. Three of the tectonic plates

that form Earth's crust meet nearby and often move against
each other, causing earthquakes. More than a thousand
earthquakes hit Japan every year. Japan also has about 200
volcanoes, 60 of which are active.
Demographic ▪ Japan is an island nation in eastern Asia with an area of

377,887 square kilometers (145,902 square miles) and
comprised of over 6,800 islands including, Honshu,
Hokkaido, Kyushu, Shikoku, and Okinawa. There are
47 administrative divisions referred to as prefectures.
▪
▪ The total population exceeds 126.7 million people with
over 90% living in urban areas. As of 2015, 36.3% of
the total population resided in Tokyo Metropolis,
Kanagawa Prefecture, Osaka Prefecture, Aichi
Prefecture and Saitama Prefecture. Among these, the
largest proportion was in Tokyo, with 10.6% of the total
population.1
▪
▪ Population ageing coupled with a low birth rate are two
major concerns facing Japan and Japan’s health care
system.
▪
▪ Those 65 and over comprised 27.6% of the total
population as of February 2017.1 This figure is
estimated to approach 40% by 2060.2
▪ The aged dependency ratio (ratio of persons 65 and
older to persons between 15-64) in 2015 was highest in
Akita Prefecture (60.7) and Kochi Prefecture (59.2).
The ratio for the same year was lowest in Okinawa
Prefecture (31.2) and Tokyo Metropolis (34.3).3
▪ The overall fertility rate was 1.45 in 2015. The rate was
lowest in Tokyo (1.24) and highest in Okinawa (1.96).3
▪ Japan has one of the highest life expectancies in the
world at 91.35 years for females and 84.95 years for
males.2 Death rates amongst the nine leading causes of
death in 2013 are as follows. According to the WHO, in
2014, 79% all deaths were related to NCDs. Amongst
these, 30% of deaths were caused by cancers, 29%
caused by cardiovascular diseases, and 12% caused by
other NCDs.4
Psychographic ▪ the entertainment by idols. From Japanese idols to

Korean idols, Japanese youth are very passionate about
the culture of idol music and entertainment.
▪ Second psychographic of Japanese youth is the
appearances, such as beauty. Appearances are
considered one of the most important factors in Japan
because they care much about how they are seen by
other
▪ brand browsing
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Behavioral ▪ Japanese consumers have long tended to prefer quality

consumption over mass consumption.
▪ They are generally willing to visit malls and specialty
stores if they offer entertaining shopping experiences
▪ Quality standards and service expectations (sales
process, delivery, packaging, after-sales service, etc.)
are high in Japan.
▪ Consumers in Japan are generally very brand loyal,
however, the older population is more so than the
younger generation
▪ Half of the population uses social media regularly. The
Japanese mainly watch videos and follow influencers
for opinions on products.
2. Position
3. Marketing mix
3.1 Product
• Nescafé Original
• Nescafé Classic
• Nescafé Gold Blend Half Caff
• Nescafé Gold Blend Decaf
• Nescafé Alta Rica Decaff
• Nescafe Blend 43
3.2 Price
Jars of Nescafé are widely available but at 700 yen for a 90g jar, they're a big step up
in price. A box of 10 instant coffee/latte 'sticks' are available for 150 - 200 yen. For
those with a coffee maker, packets of blend coffee grains go from around 400
yen/300g.
107
3.3 Promotion
a. Internet marketing
Social media on facebook

b. Digital Marketing
o Web-based marketing
o Social Media marketing
o Online PR
o Blog and Forum
o Display ads
c. E-commerce
E-commerce sites like (Amazon,Ratuken,Au pay,Yahoo!)
3.4 Place
• Rural area by supplying low price packs
• Coffe shops at a different places targeting every segment of market
a. Low in come group
b. Middle income group
109
c. High income group
• Nest coffe corners,Nestle consumption zone
• Vending machine-in offices,colleges,department store and places
Vending machine in japan
A view of the NESCAFE coffee-shop in Harajuku Tokyo, Japan.

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113

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UNIVERSITY OF ECONOMY-FINANCE HCMC

MARKETING PLAN VIETNAMESE COFFEE IN JAPAN

• Nguyễn Quang Tiến-195080345

• Nguyễn Vĩnh Thiên Thanh-195081129

• Trần Nguyễn Nhật Vy-195080518

• Phạm Trường Vĩ-195081368

• Dương Gia Bảo-195041567

LECTURER: DINH TIEN MINH

CLASS: MKT1106E.B02E GROUP: 02

HCMC, January 2022

MARKETING PLAN VIETNAMESE COFFEE IN JAPAN

• Nguyễn Quang Tiến-195080345

• Nguyễn Vĩnh Thiên Thanh-195081129

• Trần Nguyễn Nhật Vy-195080518

• Phạm Trường Vĩ-195081368

• Dương Gia Bảo-195041567

LECTURER: DINH TIEN MINH

CLASS: MKT1106E.B02E GROUP: 02

HCMC, January 2022

II. BRIEF DISCUSSION OF THE COUNTRY’S RELEVANT HISTORY

2. AT A SUMMIT MEETING IN APRIL 2021

Japanese Prime Minister Suga Yoshihide and US President Joe Biden

b. The nuclear family

Small family (or nuclear family, two-generation family) is a form of family

c. Dynamics of the family

In an attempt to provide young people with the opportunity to choose a life

Marriage is an ongoing process in which two individuals must work. No

a. The role of education in society

Japanese politics is established on the basis of a constitutional monarchy and a

V. RELIGION AND AESTHETICS

Itsukushima Shrine, Hiroshima:

1.1 DETAIL OF KIND OF FOOD

Raw egg mixed rice

The Japanese diet is:

1.4 COMMON FOODS

A study conducted by Japanese company KADOKAWA Game Linkage revealed

Inflation, consumer prices (annual %) 0.47 (2019)

Total tax rate (% of commercial profits) 55.97 % (2021)

Real Interest Rate (5 year average %) 1.0691 % (2017)

Manufacturing, value added (% of GDP) 20.31 % (2019)

Current Account Balance (BoP, current $165.8 Billion (2020)

Labor and Employment:

Labor Force, Total 68.7% (2020)

Employment in Agriculture (% of total 3.358 % (2020)

Employment in Industry (% of total 24.07% (2020)

Unemployment Rate 2.97% (2020)

Imports of Goods and Services 100,525 JPY Billion (2021)

Exports of Goods and Services 98.988 JPY Billion (2021)

Top Merchandise Trade (% of GDP) 25.244% (2020)

FDI, net inflows (BoP, current US$) $1.498 Trillion (2019)

Commercial Service Export (current US$) $200.5 Billion (2019)

Current strengths Current challenges Future prospects

Rank City Population

N.o City Region Population

Japan Population Map

2.2 GEOGRAPHIC AREAS

2.4 ETHNIC GROUPS

Data update in 2017

Japan All Industry Activity Index

Japan's annual household income per Capita

3.5 MINERAL AND RESOURCES

c. The Shinkansen Bullet Train

3.7 COMMUNICATION SYSTEM