CELEX: 51995PC0188
Language: fi
Date: 1995-05-23
Title: Proposal for a COUNCIL REGULATION (EC) on the implementation by the European Commission of actions to promote exports to Japan

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)
 ---pagebreak---  ---pagebreak---                                 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-
 ---pagebreak---                                               •
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
 ---pagebreak---                                 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
 ---pagebreak--- 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.
 ---pagebreak--- 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
 ---pagebreak---                                        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)         credits requested 1996 (2)       variation in %
  commitments          payments       commitments         payments     commit     pay.
        1                 2                                   4        5=3/1      6=4/2
                                            3
9,140               8,540            13,000            12,500          42%        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-
 ---pagebreak---        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
                                                           ?
 ---pagebreak---         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.                    *
                                                            <\
 ---pagebreak---              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
          - Needfor 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
 ---pagebreak---               * 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 andfrequency ofplanned 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.
                                                       * \
 ---pagebreak---  ---pagebreak---                                                               ISSN 1024-4492
                                                    KOM(95) 188 lopullinen
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