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Power Your Growth
with Japanese Partners

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Tanabe Consulting Founded in 1957Listed on the Tokyo Stock Exchange Prime Market

A Pioneer in Japanese
Business Consulting
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For over 68 years, we have built a proven track record working with more than 18,900 Japanese companies nationwide. With deep expertise and strong execution capabilities, we provide end-to-end support for your Japanese market entry, from strategy development to successful execution.​
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Case Studies

We have guided many overseas companies to success in the uniquely complex Japanese market.
By working closely with our clients to overcome challenges related to market entry, regulations, and local business practices, we have delivered tangible results.
Below are selected examples of our engagements that demonstrate these outcomes.

A display of a wide variety of foods
Industry:
Food Products Manufacturer
Company Profile:
A leading manufacturer of food products widely recognized across the United States.
Support Details:
Although the company was already operating in Japan, profitability declined due to the weak yen and rising import and manufacturing costs. Building on its existing strengths, we developed a new growth strategy centered on new products and company-owned stores, resulting in a recovery in performance.
Cosmetics and body care product images
Industry:
Consumer Goods Manufacturer (Cosmetics and Body Care)
Company Profile:
A Europe-based health and wellness brand offering naturally derived products.
Support Details:
Recognizing the growth limitations of the existing business model, we redefined the long-term vision and future target state. We identified the necessary business model and organizational functions, then co-created a long-term strategy and execution roadmap with the Japanese subsidiary through internal workshops.

Characteristics of the Japanese Market

Japan is a highly attractive market, supported by one of the world’s largest economies and consumers with strong purchasing power who value high-quality, high-value-added products.However, it is widely regarded as one of the most challenging markets for foreign companies to enter. This is largely due to the uniqueness of the Japanese market.
Japanese consumers evaluate products based on the world’s most stringent standards, assessing not only quality and functionality, but also packaging details, after-sales service, and even the story behind the brand. In addition, Japan has unique business practices, a complex distribution network, and a deeply rooted communication culture that values long-term relationships of trust. As a result, even when successful business models from Europe, the United States, or other Asian countries are introduced, they often encounter these “invisible walls,” preventing their value from being properly conveyed and resulting in repeated failures.
To fully realize the potential of your products and services in Japan, it is essential to work with a partner (e.g., distributor) who has a deep understanding of the Japanese market. Japan is a market where not only quality, but also trust and familiarity with business practices are highly valued, and the presence of a locally knowledgeable partner provides critical support for success. Therefore, identifying the right partner is the most important first step toward a successful entry into the Japanese market.

Group of business people discussing business
Cityscape

Service Overview

We support your company in finding a reliable partner for a successful entry into the Japanese market, through a systematic partner identification process that includes defining criteria, creating a long list, prioritizing candidates, confirming interest, and arranging initial online meetings.
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  1. Phase I ： (2 months)

    Current Situation Analysis

    We will take the lead in assessing the current situation and conducting a market overview analysis.
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    1. 1. Internal Environment Analysis

      • Interviews
      • Data Analysis

    2. 2. External Environment Analysis(Japan Market)

      • Understanding of the Market Overview
      • Market Potential Analysis

  2. Phase Ⅱ ： (2 months)

    Target Setting

    We will create a long list of potential partner companies, and your team will prioritize the candidates accordingly.

    1. 1. Defining partner criteria

    2. 2. Creating a long list

    3. 3. Prioritizing potential partners

  3. Phase Ⅲ： (2 months)

    Implementation Support

    We will create a shortlist of potential partner companies and conduct online meetings.

    1. 1. Preparing corporate outreach

    2. 2. Creating a shortlist

    3. 3. Arranging the first online meeting

Optional

  1. Phase Ⅳ： (1 month～)

    Follow-up

    We will arrange and accompany on-site visits.

    1. 1. Arranging face-to-face meetings

    2. 2. Accompanying face-to-face meetings

    3. 3. Follow-up

Service Details

Phase I: Current Situation Analysis (2 months)

Current situation analysis and market research

We will take the lead by conducting interviews with your team members, analyzing internal data, and conduct desktop research.

Image of the current situation recognition phase
Step 01

Internal Environment Analysis

Based on interviews with management and overseas business members, as well as an analysis of past customer sales data, we will identify your company’s strengths in overseas target markets.
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Step 02

External Environment Analysis of the Japanese Market

  1. 1. Market Size and Trends
    • Market size and growth trends
    • Market growth potential and key drivers
    • Cultural factors and differences
  2. 2. Industry Structure
    • Supply chain and market structure
    • Insights into core customer segments(e.g., demand trends, purchasing decision factors, business practices, price sensitivity, and other relevant insights)
  3. 3. Competitive Landscape
    • Competitor trends (sales, market share, market entry models, marketing strategies, etc.)
    • Positioning analysis (vertical axis: price / horizontal axis: application or use)
  4. 4. Industry Topics
    • Barriers to entry (foreign investment restrictions, related laws and regulations, and other business customs affecting market entry)
    • Industry trends and policy drivers (qualitative insights on investment trends, market growth drivers, and policy impacts)

Research and Analysis Presentation

Report Sample

Report Sample

Phase II: Target Setting (2 months)

Creating a long list of potential partners and setting priorities

We will create a long list of potential partner companies. Once the selection criteria are agreed upon, your company will determine the priority order.
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Image of the target setting phase
Step 01

Defining partner criteria

  1. 1. Through a preliminary strategic discussion, we will clarify the criteria for potential partners (such as region, size, and industry).
  2. 2. If we find out any criteria need to be revised during the long list preparation, we will share this with you and make the necessary adjustments together.
Step 02

Creating a long list

  1. 1. Research potential partner companies that meet your criteria and create a list in Excel.
  2. 2. The expected number of companies on the long list will be approximately 20 to 30.
  3. 3. The draft list will be shared while it is being created for your review and to confirm suitability.
  4. 4. The long list will include the company name, overview, website, and any other available information.
Step 03

Prioritizing potential partners

  1. 1. Your company will review the completed long list and set priorities according to the categories below.
  • A: Very interested
  • B: Interested
  • C: Not interested

Example of a long list

Longlist sample

Phase III: Implementation Support (2 months)

Creating a shortlist of potential partner companies and conducting online meetings.

A shortlist of high-priority companies will be created from the long list. We will set up and conduct initial interviews (online meetings) with these companies.
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Image of the implementation promotion support phase
Step 01

Preparation for corporate outreach

  1. 1. Prepare to contact potential partner companies.
  2. 2. Translate your company overview into Japanese and create introduction materials.
  3. 3. Emphasize your business achievements and strengths to help attract interest from potential partners.
Step 02

Shortlist creation

  1. 1. Contact companies on the long list in order from Category A to B by email or phone to confirm their interest in your business.
  2. 2. Create a shortlist of companies that express interest in your business (approximately 3–5 companies).
Step 03

Web Meetings

  1. 1. Schedule initial web meetings with shortlisted companies.
  2. 2. In addition to mutual introductions, your company may ask questions regarding the potential partners and the Japanese market to gain a general understanding of market conditions.
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  3. 3. We will also join the meetings and provide support as needed.

* Through online meetings with potential partners, you can gauge their level of interest in your business and gather information on market needs and competitors. This will provide valuable insights for developing future market entry strategies.

Example of a shortlist

Shortlist Sample

Phase IV: Follow-up (1 month) *Optional

Arrange and accompany on-site interviews

We will arrange face-to-face interviews with the companies you have met online, accompany you on site, and provide follow-up support. Meeting in person with potential partners who have long experience in the Japanese market enables you not only to introduce each other and confirm the potential for collaboration, but also to gain a deeper and more direct understanding of aspects that are difficult to grasp through online meetings, such as the partner’s culture and business mindset, as well as local market needs and trends.
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Image of the follow-up phase
Step 01

Set up a face-to-face meeting

  1. 1. Arrange meeting dates.
  2. 2. Confirm in advance the transportation and other arrangements required to visit potential partner companies.
Step 02

Accompanying face-to-face meetings

  1. 1. Discuss specific partnership opportunities with potential partners.
  2. 2. Obtain information about needs, trends, and competitors in the Japanese market.
  3. 3. Provide support for meeting coordination and interpretation as needed.
Step 03

Follow-up

  1. 1. Confirm the level of interest in moving forward with a partnership after the meeting.
  2. 2. Continuous follow-up toward a partnership agreement.

Key Strengths of Tanabe Consulting’s Partner Search
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Finding the Right Partner through Our Proprietary Network

Finding the Right Partner through Our Proprietary Network

We leverage the expertise of professionals who understand the Japanese market to identify the most suitable partner candidates for your company. Rather than merely providing a list of companies, we carefully shortlist and recommend potential partners that align with your business model and sales strategy, ensuring realistic feasibility for collaboration.

Comprehensive One-stop support beyond introductions

Comprehensive One-stop support beyond introductions

Tanabe Consulting provides end-to-end support from identifying potential Japanese partners and facilitating negotiations to follow-up after contract signing. We guide you through the execution process while taking into account Japan’s unique business practices, decision-making culture, and legal requirements, ensuring that your entry into the Japanese market leads to tangible results.

Building Strategic Partnerships with Diverse Partners

Building Strategic Partnerships with Diverse Partners

Tanabe Consulting’s definition of a “partner” extends beyond sales agents and distribution companies. We identify a wide range of potential partners that align with your business objectives, including M&A candidates, joint venture partners, and major franchise operators. Through these collaborations, we help you build strategic alliances that support sustainable business growth.

FAQ

We have compiled a list of frequently asked questions and answers regarding our services, processes, etc.
Please refer to this section to help address your questions before contacting us.
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  • A

    Yes, the initial consultation is free. Please briefly share your challenges and concerns regarding the Japanese market, and we will recommend the most suitable way to proceed. For inquiries, please contact us through the Contact section of this website.​​

About Tanabe Consulting Group (TCG)

Tanabe Consulting in numbers

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Tanabe Consulting Group’s achievements

  • ​
    Employees

    902 peope

  • ​
    Business Consulting Pioneer in Japan

    Founded 68 years ago

  • Companies Consulted

    More than 18,900 companies ​

  • Financial Institution Networks

    Over 380 companies

  • Seminar Participants

    Over 9,900 ​ people

  • Locations​

    10 offices

  • Capital

    1,772 million yen

  • Management Letter Membership

    Over 150,000 people

  • Stock Exchange

    Tokyo Stock Exchange Prime Section

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