IntroductionExternal influences affect the types of products developed, the nature of market positioning and segmentation strategies, the type of services offered, and the choice of which company to acquire. The increasing complexity of business today is evidenced by the fact that a growing number of countries are developing the capacity and willingness to compete aggressively in global markets. The external influences that affect a business in the global market vary from country to country. Starting a new business in a region like Japan would require an analysis of its cultural and economic environment. The Japanese market is considered the most lucrative market in the world. The biggest problem is how to access it. Japan is known around the world for its economic successes, but Japanese society remains an enigma to many outside its borders. The analysis conducted in this article will present the positive and negative aspects of opening a Japanese market.Brief HistoryJapan, an island country, is a series of East Asian islands located between the Pacific Ocean North and the Sea of ​​Japan, east of the Korean border. Peninsula. It is slightly smaller than the state of California. With an estimated population of 127 (July 2004), Japan is three times more densely populated than Europe as a whole and twelve times more densely populated than the United States. 2 While retaining its centuries-old culture, Japan rapidly absorbed Western technology in the late 19th and early 20th centuries. After its defeat in World War II, Japan recovered to become an economic powerhouse and a staunch ally of the United States. While the emperor retains his throne as a symbol of national unity, real power rests with networks of powerful politicians and bureaucrats... middle of paper ...... countries can create financial problems for a new business owner in the global market. Dealing with two or more monetary systems can also complicate international business operations.Bibliography1. Daniels, John D, Radebaugh, Lee H. and Sullivan, Daniel P., International Business: Environment and Operations (Upper Saddle River, NJ: Prentice Hall, 2004)2. Sherwood, Sonia (July 2004) Spotlight on Japan, Entrepreneur. Retrieved September 28, 2005 from http://countrystudies.us/japan/3. Facts About Japan, The CIA World Factbook Retrieved September 28, 2005 from http://worldfacts.us/Japan.html4. Spotlight on Japan, The Discriminating Consumer, accessed September 28, 2005 at www.entrepreneur.com/mag/articles/japan5. David, Fred R., Strategic Management: External Evaluation (Upper Saddle River, NJ: Pearson Prentice Hall, 2005).