Samenvatting

The summary of this export policy plan briefly outlines how I went about writing this plan to export Dennis Publishing's Maxim magazine to the Japanese market. By asking which instruments Dennis Publishing will have at its disposal, I paved the way for a broad study on
the opportunities and threats that would await Maxim in Japan. From the use of biodegradable paper to a strategic alliance with Kyoto Seika University, all possible chances of creating a sustainable competitive advantage are discussed. A great deal of attention is
also given to the macro environmental factors that set the scene in Japan. From a protectionist government to the high expenditure on entertainment products, a complete picture is painted of Japan's macro environment. Next to these practical elements however, a
great deal of theoretical knowledge is used in this export policy plan. With help from the likes of Porter and Alsem, theoretical subjects are clar ified before being put into practice, thus
providing the reader with a clear framework of relevance.
This paper is divided into four main chapters and numerous sub chapters. The four main chapters are: the introduction, the internal and external analysis, the strategy and finally a conclusion with recommendations. The choice for a focused differentiation strategy explains itself in the strategy chapter. In the conclusion of this plan, I summarize the research, answer the research question and show that it is indeed possible for Dennis Publishing to export their
product, Maxim magazine, to Japan.