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 2,500 YTD March 2011-2013 enrolments 2,000 1,500 1,000 2010 2011 2013 500 0 HE VET Schools ELICOS Non-award 4
More positive trends - March 2013 commencements Schools Up 27.9% ELICOS Up 4.5% Higher Ed Up 5.7% Overall Up 4.9% Source AEI 2013 INSERT FOOTER X
4% Vista Types 25% 48% 23% Student Visitor WH Other FUTURE UNLIMITED BRAND INDUCTION 6
More positive trends in other visas Working Holiday Visa Up 20.3% Tourist Visa Up 6.6% Increase on previous years Source DIAC 2013 INSERT FOOTER X
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
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Universities Individuals Government Corporates FUTURE UNLIMITED BRAND INDUCTION 12
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 DISCO 11-12 May MYNAVI September FUTURE UNLIMITED BRAND INDUCTION 15
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 16 UECA members 272 Meetings 55 Japanese Institutions FUTURE UNLIMITED BRAND INDUCTION 18
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 1 in every 5 student is International 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 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 )
約 560,000 人 * 3 カ月以上の就学のみ 26
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