Japan Market Update AUSTRADE JAPAN Tomoko Ichikawa Business Development Manager

CONTENTS

1. Student # trends

2. Market drivers

3. Marketing tips

4. Questions

POSITIVE DATA

Student numbers from Japan on the rise

0

500

1,000

1,500

2,000

2,500

HE VET Schools ELICOS Non-award

2010

2011

2013

4

YTD March 2011-2013 enrolments

More positive trends

- March 2013 commencements

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Higher Ed

Up 5.7%

Schools

Up 27.9%

ELICOS

Up 4.5%

Overall

Up 4.9% Source AEI 2013

23%

48%

25%

4%

Vista Types

Student

Visitor

WH

Other

FUTURE UNLIMITED BRAND INDUCTION 6

More positive trends in other visas

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Tourist Visa

Up 6.6%

Working Holiday Visa

Up 20.3%

Increase on

previous years Source DIAC 2013

MARKET DRIVERS

GLOBAL

HUMAN

CAPITAL

What exactly is the problem?

“Up until now, Japanese companies had had a

strong inward-looking nature due to having been

fairly secure in a big domestic market. As such, [HR

strategies have] structural weaknesses in

mechanisms designed to develop core employees

and leaders with a global frame of mind.”

– Chief Economist, Research Institute of Economy, Trade and

Industry

FUTURE UNLIMITED BRAND INDUCTION 11

Corporates

Government

Universities

FUTURE UNLIMITED BRAND INDUCTION 12

Individuals

Corporates seeking GHC

• Some companies are making English their

official business language

• Large companies seeking graduates with

overseas experience

• TOEIC score continues to be the key

indicator for graduate recruitment

• “Ice Age” for recruitment continues

• Companies are looking to up-skill existing

employees’ business communication skills FUTURE UNLIMITED BRAND INDUCTION 13

Corporate GHC training in Australia

• KFC Japan

– Adelaide (1 provider)

– 3 months General English

– Store manager level

– 4 employees per year

• Fujitsu Japan

– Sydney / Brisbane (4 providers)

– 5 weeks intensive Business English

– Engineers

– 20 employees per year

FUTURE UNLIMITED BRAND INDUCTION 14

Job Fairs by major recruitment

companies

FUTURE UNLIMITED BRAND INDUCTION 15

DISCO

11-12 May

MYNAVI

September

Government to support GHC

development

Proposal for scholarships for “Gap term”

Delaying the start of job hunting period to

allow time for overseas study

Proposal to set TOEFL as requirement for

University entry and exit

Additional funds for English education

reforms (eg. Global 30+ )

FUTURE UNLIMITED BRAND INDUCTION 16

Universities to support GHC

development

Strong push to ‘internationalise’

Additional funding for students to study

overseas

Changing University policy to make it easier

to take “Gap year / term”

Flexibility in granting credit for study abroad

More strategic partnerships with agents

FUTURE UNLIMITED BRAND INDUCTION 17

UECA Mission Japan – April 2013

FUTURE UNLIMITED BRAND INDUCTION 18

16 UECA

members

55

Japanese

Institutions

272

Meetings

Japan in Asia – Leveraging ELICOS

delivery in ASEAN

Globalisation = Asianisation

Japanese corporates are rapidly

expanding into ASEAN

Need for GHC development for workers

for both expats and local staff

Universities are keen on more Asia based

GHC training

FUTURE UNLIMITED BRAND INDUCTION 19

TIPS FOR MARKETING

Visibility is key

Competitors (i.e. Canada, US, UK) are very active

Visiting your partners at least once a year is a must

Reviewing your agent network

Localised web-site / marketing tools

What more can you offer?

Business English / intercultural communication is

high in demand and point of differentiation

What excursions / extra activities can you add

that is relevant to global work skills?

Work experience / Internship

English for Special Purposes

Is your marketing in-tune with GHC?

Sell on the GHC skills you train

Promote your services assisting students with

job readiness / job search

Promote the rich mix of students

Are the testimonials relevant

Most diverse society

1 in every 4 Australians

are born overseas

Most global Universities

出所：経済協力開発機構『図表でみる教育 OECDインディケータ（2009年版）』

オーストラリア イギリス

スイス

ニュージーランド

オーストリア

ドイツ

ベルギー

OECD平均

カナダ

チェコ共和国

デンマーク

スウェーデン

アイスランド

オランダ

フィンランド

アメリカ

ハンガリー

日本

ノルウェー

スペイン

スロバキア共和国

1 in every 5 student

is International

26

約560,000人 * ３カ月以上の就学のみ

In market assistance

Austrade tailored assistance

Agent and Institutional partner search

In-market events (eg. UECA mission)

In market state government assistance

Victoria, Western Australia and Queensland

QUESTIONS