Key factors to success in Japan - land of the rising economy Asia-House, September 25th 2006

Lars Wittig Founder and CEO Global-Eyes a/s Key factors to success in Japan – land of the rising economy Asia-House, September 25th 2006 Brief introduction of:

Destined for Japan Ties with Japan were initiated already in year 1990 … Early 1990, sent by EAC to study at Kanazawa Study of Japanese in Kanazawa, Ishikawa Prefecture One student one ”sensei” basis; Six hrs. a day; Six days a week; for six months Living the Japanese way of life, established the first Japanese friendships, regular guest in Japanese homes, etc. Key factors to success in Japan – land of the rising economy Asia-House, September 25th 2006

Sept – Sept Marketing Manager, EAC Consumer Products Division Tokyo, Japan. Sole agents/distributors for: Dietary fiber Oral Care Vitamins Everfit (Fiber Trim) VITOP Key factors to success in Japan – land of the rising economy Asia-House, September 25th 2006 The East Asiatic Company Ltd A/S (A/S Det Østasiatiske Kompagni) Initial business challenges in Japan

15 years abroad Key factors to success in Japan – land of the rising economy Sales, marketing, distribution and general management during 15 years abroad with: Asia-House, September 25th – 2001: 10 years in Asia 5 years in the USA Regional responsibilities, often including Japan : Marketing Manager, Distribution Responsible EAC - The East Asiatic Company Marketing Manager, Asia Dole Packaged Foods Managing Director, Asia-Pacific Hawaiian Tropic Suncare Marketing Director, Dept. Region Manager within South East West Asia and Philippines Divisions The Coca-Cola Company

The ”recycled” Dane… departed Denmark in 1986, returned in 2001 The East Asiatic Company Ltd A/S (A/S Det Østasiatiske Kompagni) EAC Trainee in Cph. until sent abroad year 1986 Year 2001, returned to Denmark, acquired Horton International A/S During 2004, returned to the International arena by founding Global-Eyes a/s while selling Horton. Key factors to success in Japan – land of the rising economy Asia-House, September 25th 2006

Business Case I: Toms Gruppen A/S Key factors to success in Japan – land of the rising economy Asia-House, September 25th 2006

Business Case I: Toms Gruppen A/S Japanese Focus Group conducted in Denmark. Conclusive findings about consumer preferences and expectations to: Key factors to success in Japan – land of the rising economy Asia-House, September 25th 2006 Type of retail outlets Purchase occations Consumer profile Packaging Flavours, etc.

Business Case II: trollbeads.com Key factors to success in Japan – land of the rising economy Asia-House, September 25th 2006

Business Case II: trollbeads.com Established export of Danish jewelry to Japan Alternative distributors identified, incl. Nadja Perenne Hisanaga-san, Nadja Perenne, is a long-time business associate seeking accessory jewelry for his business Samples sent, documented, phone meetings, final agreement confirmed by meeting in Copenhagen All of the above achieved within Three months! Key factors to success in Japan – land of the rising economy Asia-House, September 25th 2006

Business Case II: trollbeads.com Key factors to success in Japan – land of the rising economy Asia-House, September 25th 2006 Traditional Distribution: Level 1: Importing agent/distributor Level 2: Primary wholesalers Level 3: Secondary wholesalers Level 4: Chain H.Q. Level 5: Retailers Level 6: Consumers Merchandisers Product flow

Business Case II: trollbeads.com Key factors to success in Japan – land of the rising economy Asia-House, September 25th 2006 Alternative Distribution: I: Internet, catalogue sales II: Door-to-door sales III: Home TV Shopping - annual growth 20+ % - from low-end to - premium goods!

Business Case III: Sagem Denmark A/S Key factors to success in Japan – land of the rising economy Asia-House, September 25th 2006 OEM encrypting PIN pads for ATMs and related payment systems

Business Case III: Sagem Denmark A/S Export of Danish manufactured ’OEM Encrypting PIN pads’ for leading Japanese Electronics Manufacturers Key factors to success in Japan – land of the rising economy Asia-House, September 25th 2006 Creating the relations and network critical to succeding Meeting with and presenting to the prospective manufacturers Networking with deciding government and industry organizations and customers

Corp.I Corp. II Corp. III Sagem Denmark’s Japanese Universe: American Chamber of Commerce Japan ACCJ - Banking and Finance Committee Japan External Trade Organization – JETRO Tokyo and Copenhagen Royal Danish Embassy Japanese Embassy Denmark Ph.D. Amano-san, HOSEI University Japan Consumer Credit Industry Association - JCIA Ministry of Finance Corp. A Corp. B Corp. C Japan Banking Association Japan Credit Card Association Corp. D. Asia-House, September 25th 2006 Key factors to success in Japan – land of the rising economy

Business Case IV: Global-Eyes a/s Key factors to success in Japan – land of the rising economy Asia-House, September 25th 2006 The road to success in Japan

Business Case IV: Global-Eyes a/s Key factors to success are Know How and Know Who: Key factors to success in Japan – land of the rising economy Asia-House, September 25th 2006 Active member of the largest western business association in Japan, ie. ACCJ, staffed w. over 100 employees, 1000 member companies, 3000 member names, from over 40 countries Cooperating closely with Japan External Trade Organization in Tokyo and Copenhagen. Excellent relations with the Royal Danish Embassy in Tokyo, and Embassy of Japan in Copenhagen. Extensive network on the ground in Japan!

Business Case IV: Global-Eyes a/s The Key factor to success for Global-Eyes is our ability to combine and apply Key factors to success in Japan – land of the rising economy Asia-House, September 25th 2006 Our know how and know who We never limit the options of resources; we cherry-pick from the best practices; we build relations! Hence, creating turn-key solutions to match the key factors to success unique to each of our clients’ businesses in Japan

Key factors to success in Japan – land of the rising economy Dette Er stavet rigtigt Asia-House, September 25th 2006