Banker seeks new N.Z. opportunities in Japan

Press, 31 March 1980, Page 20

Banker seeks new N.Z. opportunities in Japan

By

BRUCE ROSCOE

in Tokyo

Understanding a new trade market is very much like learning a language, according to Mr. Brian Catley, assistant representative in Tokvo for the National Bank of New Zealand. .. . > Mr Catley, aged 25, is working on both activities. He is helping to develop Japan as a, market for New Zealand exporters, and he is learning Japanese. He has been based in Tokyo since June.last year. . “Most of our work is trade oriented,” said Mr Catley in an interview. “We provide facilities in New Zealand for joint fishing. ventures with Japan, and we are also the bankers for the New Zealand agents of various Japanese exporters; .A big part of our job is to provide information in New \ Zealand to customers who are unsure of market conditions in Japan.” ■\Mr Catley said not enough New. Zealand clients sought information about the Japanese market. “Occasionally, people come up from New Zealand on the spur of the moment trying to sell something. They have: realised overnight that’ Japan has more than 114 million people and . Consequently there must be a good market,” he said. • “But you cannot think about learning Japanese one night and wake up the next morning speaking it. Understanding a market is very much like, learning a language. Both take time. ’-.“There is no discrimination against foreign banks in Japan, but there is guidance. The Bank of Japan looks over your shoulder and points you in certain directions at certain times,” he. said. '?“T spend a good part of my, time on public relations, and the rest on strict banking. You have to attend functions in the evening, be seen at the right places, and discuss rugby with Japanese enthusiasts for the sport. Here, you are continually representing your country and bank, and helping to form people’s opinions; of New Zealand and New? Zea- •_ landers.” . - • ’ ■Mr Catley said the New Zealand Government’s decision to renegotiate the Comalco contract had not gone 7 > unnoticed in Japan; At least‘7 a'dozen Japanese companies had mentioned it to him without prompting. • “Japanese- : . businessmen . Have -had' difficulty understanding the decision, and •

expressed concern over pos.sible Government intervention in potential joint ventures,” said Mr Catley.’ Misunderstandings also arose about cases where foreign companies were seeking more than 25 per cent of the capital in a joint venture. New Zealand Government requirements were misunderstood in Tokyo. < ; C-; / “The impression in Tokyo was + hat -the Government 'did not want foreign companies to own more than 25 per cent,” ’said Mr Catley. “But what in fact they were saying was that if the for-eign-owned capital does exceed 2J per cent the New Zealand Overseas Investment Commission would want to know the details,” ■’.’ - New,Zealand’s enormous reserves . of energy .. offered the country, its best prospect for trade with Japan, said Mr Catley. ’.■■'•■■ ~ “The development and use of energy reserves for processing raw materials to a . finished or semi-finished .state in New Zealand would be of great - interest to Japan. We expect to seemore value added in: New Zealand . to traditional exports, too, such as timber, because of our comparative,, advantage in energy costs.” ’ On past trade disputes between .New Zealand:: and Japan, Mr Catley ' said: “Japan :has been thought of as a ‘nasty person’ with Certain dairy products arid .beef. It is bent on protecting an

inefficient dairy and beef industry that charges overly high prices. “This is something emotional which cannot be rationalised economically. There is a very real fear of sudden isolation, and with that, a realisation of the need to keep as high a level of self sufficiency in food items as possible. Our own steel works is .an industry which some may argue was fostered bv similar, beliefs.” Of the Japanese in general Mr Catley said: “1 can’t imagine any people more accommodating or friendly. I was really almost put off by it at the start. The Japanese are so obliging, and ■’helpful, and sincere that .I thought, ‘Wha; can I do in return? What have I done -ti warrant this?,” The . answer was nothing. It-is just normal for . the Japanese to be this way.” ■' •.'-'.Mr Catley-said there were significant differences in the Japanese sytle of doing business, compared with the style elsewhere. “I am convinced that a Japanese will not do business with a foreigner unless there is a per* sonal relationship, unless he actually likes you, ho matter how good the business pros- ■ ■ pects mightibe. Yet, on' the other hand, a Japanese businessman does not seem to rbe ; the’ j one . to . ,let, for example; the’; samurai code ” c' behaviour or other fradi- ' ’.. tiohs interfere with a dollars and cents decision,” said Mr Catley.