Japan is an island nation located in Asia with a total surface of about 377,944 km² and about 127.600.000 habitants (Mid-2012), which ranks it number 10 worldwide. The capital of Japan is Tokyo, a huge city with about 36.500.000 habitants.
About 98% of the people living in Japan are japanese. There are also chinese and korean people living there and a small percentage of other nationalities. Experts esteem that the population will decline in the near future, because there is almost no immigration towards Japan and the reproduction rate is not hit.
Japan is a highly urbanized country, 86% of the people live in cities. There are 336 people living on each km², which makes life a lot more crowded than in France. 64% of the people living in Japan are between 15 and 64 years old and thus in an interesting age for marketers. The average life expectation is 80 years for men and 86 years for women. The GDP in Japan was in 2010 about 5,9 Billion $ (2010) and the per household capita was about 34.500$. Japan can be characterized as a industrial economies with mostly medium family income. Japan also has a minimum wage, which is about 11$ per hour. Japan is the world's third largest economy after the USA and China. At the Ease of Doing Business Index, Japan ranks #20 out of 183. Japan also has relatively very low tax rates.
The geographic situation is very important for Japan. The earthquakes in 2011 and the nuclear catastrophe associated with it, show in how far geographic conditions can influence the national economy. Due to the aforementioned earthquake, Japan's balance of trade was negative for the first time in 30 years.
The political-legal environment doesn't pose a problem and global brands should not have a problem with expanding their business to the japanese market. The political system is based on the theory of the separation of powers. The Emperor is the "symbol of the state and unity of the people". He deputizes the Chief Judge of the Supreme Court and the Prime Minister when the Diet has decided who it is going to be. The Diet is the "highest organ of State Power" in the representative democracy Japan.
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| The Diet of Japan |
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