Report on Improving Sales Presentation Strategy for Canadian Lumber in Japan
Introduction
The Japanese market holds significant value for international trade, being the world's third-largest economy with a robust consumer base and a key player in global value chains. For Canadian businesses, Japan represents a crucial trading partner, offering vast opportunities for the forestry sector, especially in light of the Comprehensive and Progressive Agreement for Trans-Pacific Partnership (CPTPP). This agreement enhances Canada's competitive edge in exporting forest and value-added wood products to Japan by eliminating tariffs and establishing clear trading rules.
What Went Wrong
Roger Brown's approach to the sales presentation in Tokyo was fundamentally flawed due to a lack of preparation, cultural awareness, and strategic pricing. His failure to introduce himself properly, combined with his late arrival and informal demeanor, immediately set a negative tone. The absence of market data and understanding of Japanese business etiquette further alienated his audience. The proposed pricing of $1600 CAD per thousand board feet for eastern 2 x 4 spruce-pine-fir, without context or negotiation, was not received well, leading to a breakdown in It would definitely help to show active listening and openness to feedback, both of which would help to create a more collaborative and productive discussion.
Conclusion
Roger Brown's unsuccessful presentation to the Japanese wood wholesaler highlights the importance of preparation, cultural awareness, and strategic pricing in international business negotiations. By adopting a more respectful, informed, and flexible approach, Canadian businesses can better leverage the opportunities presented by the Japanese market and the CPTPP agreement. Understanding and respecting cultural differences, coupled with a strong value proposition, can significantly enhance the success of international trade…
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