          
          
                     U.S. DEPARTMENT OF COMMERCE
                  JAPAN EXPORT PROMOTION INITIATIVE
          
          A true test of success for any internationally oriented
          business is entry into the Japanese market, one of the most
          profitable, yet difficult, markets.  Ongoing efforts of
          U.S. trade negotiators, incremental structural adjustments
          within the Japanese economy, and more recently, a
          significant commitment of resources by the Japanese
          Government to promote imports have combined to create an
          increasingly favorable commercial environment for U.S.
          business.  To take full advantage of export opportunities
          resulting from this process, the U.S. Department of
          Commerce has developed an export promotion program designed
          specifically to assist U.S. firms in entering the Japanese
          market.
          
          The U.S. Department of Commerce Japan Export Promotion
          Program has four main elements:
          
          (1) The Department identifies Japanese domestic
              infrastructure and Official Development Assistance
              (ODA) projects and alerts the U.S. business community
              of potential commercial opportunities.  The program
              emphasis is on projects which involve technologies
              where U.S. firms enjoy a competitive advantage.
          
          (2) Successful penetration of the Japanese market requires 
              long-term planning and dedication of significant 
              resources to adapt to the special features of the 
              Japanese market.  Recognizing this, the Japan Corporate 
              Program (JCP) has been designed to assist U.S. firms 
              enter and/or compete effectively in the Japanese 
              market.  On November 29, 1990, the Commerce Department 
              announced the 20 companies selected to participate in 
              the JCP.  As part of a five-year commitment to the 
              program, the companies will arrange four visits a year 
              to Japan, including two by their chief executives; 
              publish their product literature in Japanese; 
              participate in at least one trade promotion event in 
              Japan each year; and modify products as needed to 
              enhance sales in Japan.  The Commerce Department will 
              work closely with these firms over the next five years, 
              providing them with market data, arranging introductory 
              meetings with prospective Japanese buyers, and 
              recommending market development strategies.  This kind 
              of assistance is available to U.S. firms outside of the 
              JCP through services of the U.S.  Department of 
              Commerce's Japan Export Information Center (JEIC) and 
              U.S.  and Foreign Commercial Service.  The Commerce 
              Department will incorporate the knowledge gained from 
              the JCP into counseling services for U.S. business.  
              Ultimately, the JCP is intended to foster a perception 
              in Japan that U.S.  firms can compete and to correct 
              the U.S.  business community's perception about the 
              limited prospects for entering the Japanese market.
          
          (3) The Commerce Department has improved its programs to 
              help U.S. firms find representatives, secure market 
              research, and participate in trade promotion events 
              focused on the Japanese market.  In addition, the JEIC 
              was created to extend business counseling and to 
              provide current and accurate information on exporting 
              to Japan.
          
          (4) The U.S.-Japan Joint Trade Expansion Program, which 
              involves data and information exchange, market 
              research, trade events, and trade facilitation 
              services, was renewed for another year in April 1991.
          
          
          
