Navigating the complex Japanese market can be a daunting challenge for European companies, particularly for small and midsize enterprises. Emma Consulting Co., led by Dirk Ebert, is dedicated to bridging this gap.
Established as a trusted partner for European businesses, Emma Consulting offers a strategic approach to market entry in Japan, focusing on companies with well-established products.
“Our clients are typically well-established, family-owned European companies, often with over 100 years of history,” Ebert said. Although these companies may be industry leaders in Europe, many have yet to fully explore Japan. “Japan is lucrative but requires a long-term approach, stamina, and a willingness to endure challenges,” he added.
Emma Consulting focuses on leveraging proven strengths rather than taking risks with untested products. “We often take over products in shrinking markets where our expertise, like large engine components, fits best,” Ebert said. Their comprehensive approach includes market research, customer identification and local representation. “Success in Japan requires thorough research, a clear understanding of local competition, and a well-planned, long-term strategy, along with the readiness to navigate any obstacles that arise,” he emphasized.
Success in Japan requires thorough research, a clear understanding of local competition, and a well-planned, long-term strategy, along with the readiness to navigate any obstacles that arise.
One of Emma Consulting’s success stories is a power generation client that took four years to secure its first order in Japan. Now, over a decade later, they are the main supplier for the market leader. “It’s about building trust and understanding the unique demands of the Japanese market,” Ebert said.
Emma Consulting prioritizes quality over growth. “We aim to be better, not bigger,” Ebert noted. While technology may ease communication across language barriers, he emphasizes that “trust between supplier and customer remains essential.”
Emma Consulting’s commitment to guiding European SMEs through the complexities of the Japanese market makes it an invaluable partner for companies looking to succeed in one of the world’s most challenging markets.
