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Japan Market Update AUSTRADE JAPAN Tomoko Ichikawa Business Development Manager
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
INSERT FOOTER X
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
INSERT FOOTER X
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
