EUROOPAN YHTEISÖJEN KOMISSIO 
Bryssel, 23.05.1995 
KOM(95) 188 lopull. 
95/0116 (ACC) 
Ehdotus 
NEUVOSTON ASETUKSEKSI (EY) 
Euroopan komission toteuttamista toimista 
Japaniin suuntautuvan viennin edistämiseksi 
(komission esittämä) 

EXPLANATORY MEMORANDUM 
1. THIS PROPOSAL IS TO BE CONSIDERED rN PARALLEL WITH THE 
COMMISSION COMMUNICATION ON BILATERAL RELATIONS WITH 
JAPAN. 
Three serious problems have been identified within Europe when promoting its 
exports to Japan : 
First, insufficient European companies are aware of the importance of the 
Japanese market, both in terms of its size but also because of the advantages it 
brings to a company which successfully establishes a presence on it. The 
Japanese market represents perhaps the largest single homogeneous market for 
European products (the US market being much more fractured and 
heterogeneous). In addition European firms which secure a foothold in Japan 
expose themselves to a climate of creativity and product innovation from which 
they can derive an increased competitive edge in other world markets. The 
development of relations with Japanese companies itself also provides an 
effective route into many Asian markets into which they are currently expanding. 
Too few European companies are aware of these opportunities, which need to be 
explained to them. 
Second, the peculiarities of the Japanese market are such that a specific 
programme devoted to assisting exporters to become familiar with them and to 
learn how to operate successfully in a Japanese business environment forms an 
essential ingredient of commercial policy towards Japan. 
Third, the level of entry costs into the Japanese market is high and thus the 
benefits to be gained through joint efforts by European companies are 
considerable. This leads to considerable economies of scale for many sectors if 
an European Community wide market penetration effort is undertaken. 
For these reasons, a significant budget has been devoted by the European 
Community to the promotion of exports, particularly from small- and medium-
sized companies, to Japan for many years. Much of it goes to the long-running 
and successful ETP programme (Executive Training Programme). In more 
recent years the Commission has developed, in close cooperation with 
representatives of Member State export promotion authorities, cost-effective, 
focused procedures for introducing European companies to the Japanese market 
in its "Gateway to Japan" programme 
As a conclusion, and because of the growing importance of the European Community 
programmes of promotion of exports to Japan in reinforcing European trade policy 
towards Japan on one hand, and on the other hand in complementing and adding value to 
the Member States' export promotion schemes, it is now necessary to take some formal 
action to consolidate those programmes. 
•3-
• 
2. A COUNCIL REGULATION IS NOW NEEDED TO PROVIDE THE 
PROGRAMMES PROMOTING EXPORTS TO JAPAN WITH A FIRM LEGAL 
BASIS. 
This point is a direct consequence of the Commission Communication to the 
Budgetary Authorities "on legal basis and maximal amounts"l as all budget lines 
exceeding 5 MECU now need a specific legal basis. 
THIS PROPOSAL INCLUDES THE FOLLOWING POINTS : 
Articles 1 and 2 of the draft Regulation indicate the type of export promotion actions 
which the Commission is authorised to undertake. The Commission is also requested 
to ensure that such actions would be compatible with the various Community 
policies. 
Article 4 lays down a consultative committee to assist the Commission in the 
performance of its duties under the Regulation. 
The legal act chosen is in the form of a Regulation, as the type of export promotion 
activities that will be financed are likely to effect private natural and legal persons. 
Finally, the legal basis of the act is Article 113 of the EC Treaty, since the object and 
purpose of the act is to influence the volume of exports to the Japanese market, 
which clearly forms part of the common commercial policy. 
SEC(94) 1106 final 
NEUVOSTON ASETUS, 
annettu..., 
Euroopan komission toteuttamista toimista Japaniin suuntautuvan 
viennin edistämiseksi 
EUROPÀAN UNIONIN NEUVOSTO, joka 
ottaa huomioon Euroopan yhteisön perustamissopimuksen ja erityisesti sen 113 artiklan, 
ottaa huomioon komission ehdotuksen1, 
sekä katsoo, että 
komissio on antanut neuvostolle tiedonannon kahdenvälisistä suhteista Japanin kanssa2, 
Euroopan yhteisön ja Japanin välisen kaupan jatkuva epätasapaino aiheuttaa huomattavaa 
jännitystä osapuolten välille, 
neuvosto on sopinut kokouksessaan 15 päivänä kesäkuuta 1992, että tämän 
epätasapainon lievittämiseksi olisi toteutettava soveltuvia toimenpiteitä Euroopan viennin 
kehityksen epäsuoraksi tai suoraksi tukemiseksi ja vakiinnuttamiseksi, 
Euroopan yhteisön yritysten toimintaedellytyksiä Japanissa parantamaan pyrkivä 
kauppapolitiikka vaatii tuekseen käytännöllisiä ja erityisiä toimenpiteitä, joilla tuetaan 
Euroopan viejien ponnisteluja ja valmistetaan heitä toimimaan menestyksellisesti 
vaikealla markkina-alueella, jolla on erityisvaatimuksia ja -edellytyksiä, 
1 EYVL C.... 
2 EVYL C 
mahdollisimman laajaa kaikkien jäsenvaltioiden yritysten osallistumista olisi rohkaistava; 
kokemus on osoittanut, että vientiä voidaan edistää tehokkaasti toimimalla useista 
jäsenvaltioista peräisin olevien yritysryhmien kanssa ja että näin luodaan kriittisen massan 
vaikutus ja saavutetaan suurtuotannon edut, ja 
toteutettavien toimien päämäärät ja toimintaperusteet on määritelty, 
ON ANTANUT TÄMÄN ASETUKSEN: 
1 artikla 
Euroopan komission on suunniteltava ja pantava täytäntöön Japaniin suuntautuvan kaupan 
edistämisohjelma, joka tukee Euroopan viejiä kaikissa toiminnan vaiheissa heidän 
luodessaan Euroopan yritysten toimintaa Japanin markkinoilla. 
2 artikla 
1. Euroopan komission on toteutettava erityisesti, suorasti tai epäsuorasti, seuraavat 
toimet, jotka on suunniteltava täydentämään jäsenvaltioiden Japanin markkinoita 
koskevia toimia: 
- seminaarit, kokoukset, verkostot sekä Euroopassa että Japanissa, 
- Euroopan yhteisön osallistuminen ryhmänä messuihin ja työmatkoihin Japanissa 
sekä vastaava Euroopan viejien mukanaolo, 
- koulutusohjelmat, joilla luodaan sellaisten yritysjohtajien joukko, joka kykenee 
viestimään japanin kielellä yritysympäristössä, 
- muut toimet, joilla parannetaan mahdollisimman paljon Euroopan viejien 
mahdollisuuksia päästä Japanin markkinoille. 
2. Toteuttaessaan edellisen kohdan toimia komission on varmistettava, että kaikki 
erityistoimet ovat yhteensopivia yhteisön harjoittaman politiikan kanssa, ja 
pyrittävä tuottamaan mahdollisimman suurta hyötyä yhteisön Japaniin 
suuntautuvalle viennille. 
3. Vuotuinen ohjelma 1 kohdassa määriteltyjen toimien toteuttamiseksi määritellään 
4 artiklan 2 kohdan mukaista menettelyä noudattaen. 
3 artikla 
Jotta komissio voi panna täytäntöön tässä asetuksessa mainitut kaupan edistämisohjelman 
ja erityistoimet, sillä on oltava käytössään tarvittavat varat; tämän vuoksi Euroopan 
komission on sisällytettävä tavanomaiseen talousarviomenettelyyn vuosittain ehdotus 2 
artiklassa määriteltyihin toimiin vaadittavista varoista. 
4 artikla 
Komissiota avustaa neuvoa-antava komitea, joka muodostuu jäsenvaltioiden edustajista ja 
jonka puheenjohtajana on komission edustaja. 
Komission edustaja tekee komitealle ehdotuksen tarvittavista toimenpiteistä. Komitea 
antaa, tarvittaessa äänestettyään, lausuntonsa ehdotuksesta määräajassa, jonka 
puheenjohtaja voi asettaa asian kiireellisyyden mukaan. 
Lausunto merkitään pöytäkirjaan; lisäksi jokaisella jäsenvaltiolla on oikeus pyytää, että sen 
kanta merkitään pöytäkirjaan. 
Komission on, niin suurelta osin kuin mahdollista, otettava huomioon komitean lausunto, 
Sen on ilmoitettava, millä tavoin lausunto on otettu huomioon. 
S artikla 
Tämä asetus tulee voimaan seuraavana päivänä sen jälkeen, kun se on julkaistu Euroopan 
yhteisöjen virallisessa lehdessä. 
Tämä asetus on kaikilta osiltaan velvoittava, ja sitä sovelletaan sellaisenaan kaikissa 
jäsenvaltioissa. 
Tehty Brysselissä 
Neuvoston puolesta 
Puheenjohtaja 
/S 
Financial statement 
Item B7-5022 : Promotion of Community exports to non-Community countries, notably 
Japan, Budget 1995 
Article B7-851: Promotion of European Union exports to Japan, APB 1996 
en MioEcus 
credits authorised 1995 (I) 
commitments 
1 
9,140 payments 
2 
8,540 credits requested 1996 (2) 
commitments 
3 
13,000 payments 
4 
12,500 variation in % 
commit 
5=3/1 
42% pay. 
6=4/2 
46% 
(1) part of credits authorised for line B7-5022 intended for the action in question 
(2) new line b7-851 (APB 96) 
1. TITLE 
Proposal for a Council regulation on the implementation by the European Commission 
of actions to promote exports to Japan 
2. BUDGETARY HEADING 
B7-5022 
B7-851 (1996) 
3. LEGAL BASIS 
Article 113 of the EC Treaty 
4. DESCRIPTION OF OPERATION : 
4.1 General objective 
To increase EU exports to Japan. 
4.2 Duration of the action; means foreseen for its renewal 
*h-
Indefinite. Medium-term programmes are subject to annual contracts, renewable in 
accordance with the availibility of budgetary resources. 
5. CLASSIFICATION OF EXPENDITURE/REVENUE 
5 1DO/DNO:DNO 
5.2CD/CND: CD 
5.3 Type of revenue involved 
Contribution from industry, notably for the Executive Training Programme. 
6. TYPE OF EXPENDITURE/REVENUE 
- 100% subsidy 
No. 
- Subsidy for co-financing with other sources in the public or private sector? 
Yes, subsidies not normally exceeding 50% are provided to professional associations and 
other responsible organisations for actions such as participation in trade fairs, missions and 
other promotional activities. 
- Interest subsidy 
No. 
- Others 
V 
Financing of own initiatives, such as Executive Training Programme in Japan and the 
"Gateway to Japan" campaign, studies, market research and specific promotion campaigns. 
- Should the action prove an economic success, is there provision for all or part of the 
Community contribution to be reimbursed? 
All agreements include provision for the reimbursement of surplus funds. 
- Will the proposed operation cause any changes in the level of revenue ? 
No. 
- Are receipts reallocated? 
Receipts from the Executive training Programme are used to offset the costs of future 
programmes. 
7. FINANCIAL IMPACT ON APPROPRIATIONS FOR OPERATIONS 
7.1 Method of calculating total cost of the operation 
? 
A. Measures aimed at improving knowledge of the Japanese market 
The costs of the Executive Training Programme are calculated on the basis of 50 participants 
and consist of allowances for participants and costs for language tuition and other services 
provided by outside contractors. 
B. Measures aimed at developing the presence of EU industry in Japan. 
The costs of the "Gateway to Japan" campaign are based on the result of a call to tender for 
the management of the campaign. The budget for the caimpaign is considered to be the 
minimun required to sustain an effective and meaningful campaign. 
C. Measures to improve trade relations between the EU and Japan. 
We receive more requests for support than we are able to meet. The current budget is the 
minimum which will allow the flexibility to respond to requests from several sources and 
enable us to support programmes in several Member States. 
8. WHAT ANTI-FRAUD MEASURES ARE PLANNED IN THE PROPOSAL FOR THE 
OPERATION? 
Methods of control (submission of reports, etc.) are included in all agreements or contracts 
between the Commission and beneficiaries of subsidies/contractors. We monitor closely the 
work of all contractors and all those given financial support. Wherever possible, a 
representative of the Commission participates in commercial fairs, seminars and conferences 
to ensure that activities are carried out as agreed. We verify all activities before payment are 
made and certain agreements also require organisations to submit of financial accounts 
certified by their auditors. 
9. ELEMENTS OF COST-EFFECTIVENESS ANALYSIS 
9.1. Specific objectives of proposed operation, population targeted 
Specific objectives : links with the general objective 
The overall objective of EXPROM is to promote exports from the EU to Japan with a view 
to reducing the substantial Japanese trade surplus. Medium term objectives are to improve 
knowledge of the Japanese market, to develop the presence of EU industry in Japan, to 
promote the image of the EU in Japan. Short term objectives are to train a cadre of managers 
with an intimate and useful knowledge of the Japanese language and business culture to carry 
out a range of promotional activities to aid industry already established^ jn the Japanese 
market and those trying to penetrate the market. 
- Target population 
All actions are designed to be of direct benefit to EU exporters. * 
<\ 
Is the operation incorporated in the financial programming of I he DO for (he years 
concerned? Yes 
To which broader objective defined in the DCs financial programming does the 
objective of the proposed operation correspond? 
The promotion of EU exports to Japan 
9.2 Reasons for the operation 
- Need for intervention from the Community budget 
The reasons for this operation are closely linked to the Commission's role and responsibilities 
in EU/Japan trade relations. Currently these relations are dominated by the substantial 
Japanese trade surplus. This results partly from difficulties experienced by EU industry in 
penetrating the Japanese market and the Commission spends much time negotiating with the 
Japanese to reduce barriers to market entry. But the Japanese take an interest not just in the 
EU's requests for the reduction of barriers but also in what pratical support we give to 
industry to help penetrate the market. They see our support for industry as evidence of our 
sincerity and commitment and of a coherent EU approach to the problem The Commission's 
export promotion activities thus have an impact on the overall EU relationship with Japan. 
Member States programmes could not play this role. 
The EU programme is able to target sectors which are important within the EU as a whole 
but not within individual Member States. For example, national trade promotion efforts 
concentrate heavily on consumer goods with capital goods somewhat neglected. Member 
States have explicitly welcomed EU action in this field. Similarly, it would not be cost 
effective for any one Member State to set up a programme to send young executivies to 
Japan. But at EU level the Executive Training Programme has the critical mass necessary for 
it to work. 
Three meeting a year between the Commision and export promotion experts from Member 
States ensure that the EUs activities complement and add value to those of Member States. 
- Choice of methods of intervention 
* advantages over alternative measures (comparative advantages) 
* analysis of similar operations at community or national level 
- * main factors of uncertainty which cotdd affect the specific results of 
the operation 
The economic situation within Member States is affecting the confidence and activity of EU 
industry 
9.3 Monitoring and evaluation of the operation 
- Performance indicators selected 
lo 
* output indicators 
* indicators of impact, following the objectives chosen 
The Executive Training Programme. 
Monitoring of profession activities of former ETP participants, monitoring of participants' 
progress throughout the programme, analysis of results obtained by firms who have 
participated in the programme. 
Gateway to Japan campaign: objectives set for each market sector against which eventual 
results are evaluated, independent evaluation commissioned at the end of each campaign, 
monitoting of the views of participating companies and industries. 
Individual actions: individual performance standards are selected for all actions. 
- Details and frequency of planned evaluation 
- Periodic review of the ETP programme, normally a full review every three years. 
- Reports on each ETP participant during the programme and detailed reporting by 
participants after the conclusion of the programme. 
- Continuous reporting by consultants managing EXPROM projects. 
- Reports by external organisations organising activities supported by EXPROM. 
- Indépendant evaluation of export campaigns. 
- Evaluation of results 
Executive Training Programme 
Continues to produce good quality results, major problems having been resolved over the 
approximately fifteen years of its existence. \ 
Gateway to Japan 
The first year of the campaign is judged to have been succesful, firmly establishing the 
campaign's identity in the EU and Japan. 
Other activities 
Shorter term activities are evaluated on termination. Actions undertaken to date are 
considered to have met objectives. 
10. ADMINISTRATIVE EXPENDITURE (PART A OF THE BUDGET) 
10.1. Will the proposed action involve an increase in Commission staff? 
No. 
10.2. Indicate the amount of staff and administrative expenditure involved in the proposed 
operation 
Three officials (one A, two B), and one END work full-time on EXPROM activities. 
*\ 

ISSN 1024-4492 
KOM(95) 188 lopullinen 
ASIAKIRJAT 
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Luettelonumero : CB-CO-95-212-FI-C 
ISBN 92-77-88961-6 
Euroopan yhteisöjen virallisten julkaisujen toimisto 
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