Contrairement à ce que l’on pourrait croire, il n’est pas question de l’entreprise spatiale de J. F. Kennedy, mais bien de la conquête par les entreprises japonaises des marchés dits “émergents”. La caractéristique de ces marchés est qu’ils connaissent une croissance plus rapide que celle des pays riches. Ils ont donc de quoi séduire. Cet article de The Economist expose rapidement la stratégie mise en place par les entreprises japonaises, leurs succès et les difficultés qu’elles rencontrent.

”  IT IS the “new frontier”, says Japan’s trade ministry. Japanese firms have at last noticed that emerging markets are growing much faster than rich ones. And though they were late to the dance, they have brought some nifty moves.

Profits at Japan’s 559 major listed companies surged by 46% in the most recent quarter, to ¥3.8 trillion ($44 billion), according to Nikkei, a financial-information provider. That is a fourfold increase from a year ago, and largely due to soaring sales in emerging markets.

Many Japanese firms that lost money in 2009 have revived their fortunes by selling to the new global middle class. On August 4th Toyota, a carmaker, reported a quarterly operating profit of ¥212 billion, having lost ¥195 billion a year ago. Strong demand in Asia helped. Sony, an electronics firm, posted a healthy ¥79 billion profit in the most recent quarter, reversing a pretax loss of ¥33 billion a year ago. Its revenue from emerging markets grew by about 40%; sales in Brazil nearly doubled… ” Lire la suite…

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