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10 INTRODUCTION JPW Home Style is a company focused on providing tailor made furniture for approximately eighty percent 80 of its customers With the companys increase of sales by 40 over the last twelve months has led to the suggestion that there is need to expand beyond the UK market The choice of which market to enter has been driven by an assessment of the proposed countrys relative long term growth and profit potential With these criteria Japan has been favoured based on research into its competitiveness political stability infrastructure economic growth and its overall market potential The Japanese market has tremendous potential mainly as a result of its - Economic Stability - High technological and infrastructure standards - Buyer behaviour 20 JUSTIFICATION FOR COUNTRY OF CHOICE Assessment was made based on research using Doole Lowe 12C framework appendix 1 which focused on - Country - Concentration - Culture Consumer Behaviour 61607Consumption 61607Contractual Obligations 61607Channels 61607Communication 61607Currency 61607Choices 61607Commitment 61607Capacity to pay 61607Caveats threats Economic Stability The Japanese have experienced a major slump in their economy but is still deemed a major economic power house globally Its GDP real growth rate is 29 2004 est which gives them the rating as the largest economy behind China and the USA Major features of their economy include 61607The working together of manufactures suppliers and distributors in closely knit groups called Kieretsu 61607The guarantee of lifetime employment for a substantial portion of the urban labour force According to Cateora and Graham 2005 The stage of economic growth within a country affects the attitudes toward foreign business activity the demand for goods the distribution systems found within a country and the entire marketing process
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