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48 “Immediately after the course we finalised a contract to sell coldforming machines for the automotive parts industry” Mr. Cleuren is the Sales Manager for the Asian market for Nedschroef Herentals n.v. – a Belgian company that produces fasteners and special parts for the automotive industry. It is part of the Koninklijke Nedschroef Holding, a company publicly-listed on the Amsterdam Stock Exchange and composed of 24 different enterprises. Although Nedschroef Herentals’ main customers are found within the European automotive and petrochemical industries, the company already has a 15-years’ presence in the Japanese market. In May 2001, a joint venture between Nedschroef Herentals n.v. and Sanmei Works was established in Japan under the name of Nedschroef Japan K.K. The market in Japan has imposed a high degree of adaptability from Nedschroef Herentals’ products. This has not been made easier by competition from local and foreign companies. Mr. Cleuren went on the 30th “Japan Industry Insight” course in 2001 to increase his knowledge of how to negotiate with the Japanese as well as to improve his company’s marketing competence. During the custom-made company meetings organised by the EU-Japan Centre, he met Japanese sales experts who gave constructive advice on how Nedschroef Herentals could commercialise its product more effectively in Japan.
In addition, Mr. Cleuren learnt to understand why the decision-making processes of Japanese companies are so time-consuming. That improved generally the relations between Nedschroef Herentals and its Japanese clients. He says, “I learned so much about the communication between Japanese and non-Japanese people. That, in time, has really benefited my company’s business”. Mr. Cleuren continues, “my advice for anyone interested in the Japanese market is not to try to go there 100% on your own, but to take enough time to find a good partner. The company introductions that the EU-Japan Centre offers really helped us in that respect”. Mr. Danny Cleuren, Sales Manager at Nedschroef Herentals n.v. Belgium HRTP 30 22/10 – 01/11 2001 49
Page 1: SUCCESS STORIES EU - JAPAN CENTRE F
Page 4 and 5: 4 T A B L E O F C O N T E N T S CHA
Page 6 and 7: 6 Please note that the descriptions
Page 8 and 9: 8 Romano Prodi, President of the Eu
Page 10 and 11: 10 1987 Opening of the EU-Japan Cen
Page 12 and 13: 12 Mr. Erkki Liikanen, European Com
Page 14 and 15: 14 “As an outcome of the ‘Japan
Page 16 and 17: 16 “We increased our brand name r
Page 18 and 19: 18 “Bakkerij van Diermen now has
Page 20 and 21: 20 “After the ‘Japan Industry I
Page 22 and 23: 22 “Without the course, I would n
Page 24 and 25: 24 “I created a production system
Page 26 and 27: 26 “I developed a new manufacturi
Page 28 and 29: 28 “I improved Fiat’s manufactu
Page 30 and 31: 30 “We set up a representative of
Page 32 and 33: 32 “I opened up new, profitable c
Page 34 and 35: 34 “The ‘Japan Industry Insight
Page 36 and 37: 36 Since her participation, Kaizen
Page 38 and 39: 38 “We are now selling our fresh
Page 40 and 41: 40 “Thanks to my participation in
Page 42 and 43: 42 “I became a specialist on Japa
Page 44 and 45: 44 “Thanks to the individual comp
Page 46 and 47: 46 “I understood not only the imp
Page 50 and 51: 50 “Experience acquired from the
Page 52 and 53: 52 “Based on the ‘Keiretsu’ s
Page 54 and 55: 54 “The ‘Meet Asia in Japan’
Page 56 and 57: 56 “I benefited from the course,
Page 58 and 59: 58 “I co-established a subcontrac
Page 60 and 61: 60 “The ‘Japan Industry Insight
Page 62 and 63: 62 “The network of contacts I est
Page 64 and 65: 64 “Thanks to the ‘Japan Indust
Page 66 and 67: 66 Logging into the lumber business
Page 68 and 69: 68 “In order to succeed in the Ja
Page 70 and 71: 70 SOME STATISTICS... A growing num
Page 73 and 74: HRTP - JAPAN INDUSTRY INSIGHT This
Page 75 and 76: “It was interesting from both a p
Page 77 and 78: “I was delighted to be accepted t
Page 79 and 80: “Some courses and visits were ver
Page 81 and 82: “The approach was very interestin
Page 83 and 84: The Japanese distribution and retai
Page 85 and 86: Mr. Ignacio Capdepón Jiménez Univ
Page 87: “As a company, we gained a valuab
Page 90 and 91: 90 EU-JAPAN BUSINESS DIALOGUE ROUND
Page 93: BUSINESS INFORMATION SERVICES The E
Page 96: Tokyo (Head) Office Nikko Ichibanch

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