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OUTWARD INVESTMENT INTO EUROPE AND ASIA
by
Michael Cassell
Europe stands to gain from a new wave of Japanese investment, but will face stiff Asian competition. After a period of nervous retrenchment. Japanese companies are again planniong to step up manufacturing investment in Europe. This time, however, Europe will find it hard to attract the amount of investment it managed to secure in the 1980s.
A recent Japanese government survey showed that one quarter of manufacturers intend to expand overseas production activities, but competition for the new wave of investment will increase. " But this time Asian markets are the most popular and profitable choice, " says Mr Tokio Katayama, director general of the Japan External Trade Association. "They are looking for opportunities throughout Asia, including China and Vietnam. Lower labour costs are a priority," he adds, even though wage bills represent a small and declining element of overall costs for many high-technology companies. Japanese companies appear as likely to choose West Java as south Wales. Sanyo Electric is to site its next semi-conductor plant in the Philippines, having already established operations in Korea, Taiwan, China and Thailand. Mitsibishi is among the big Japanese groups in China, while Honda is developing a new vehicle for production in Thailand, a country which aims to attract $8 billion of Japanese investment in the next three years.
The prime driving force behind the overseas investment upturn is the rise in the value of the yen, which is further undermining Japan's export competititveness. Even the best-run companies are hard pressed to cut domestic production costs further. Many Asian countries, however, are still seen by some western competitors as unable to supply the necessary skills or the compenent supply infrastructure required for large-scale manufacturing activity. But things are changing fast. Asian countries are moving very fast indeed towards technical competence as their wealth and spending power increases. Markets such as Thailand and the Philippines have a small but growing core of highly skilled people.
Mr Roger Monson, an associate director of Daiwa Bank in London concludes: "European countries like the UK have been boxing fast to attract Japanese manufacturers. If their share declines in the future, it is no disgrace; it just means more countries are now in the frame and fighting hard."
From an article in the Financial Times, 11 July 1995