ScanCRM failed to enter asian market
Content Page Executive summary 2
1. Introduction 3
1.1 The research problem 3
1.2 Limitation of the report 3
1.3 Method of data collection 3
1.4 Report Structure 4
2. Cultural 4
2.1 Most important error made by ScanCRM 4
3. Microtargeting 5
3.1 Field Observation 5
4. Four fundamentals of Chinese business cultural 6
4.1 General attitude companies could adopt 6
5. Consumer behaviour factors 7
5.1 Motivational factors 7
5.2 Status concern 7
5.3 Consumer’s perception 7
6. China regional differences 7
6.1 Northern China business perspective 8
6.2 Southern China business perspective 8
6.3 Eastern China business perspective 9
7. Conclusion 9 Reference 10
Executive Summary
ScanCRM is a high technology company that is privately owned and is base in Wellington, New Zealand. They offered online customer relationship management software system based around open platforms. Though ScanCRM have businesses in both Australia and New Zealand, they were facing challenges of market expansion and in order to achieve its growth and profit targets, ScanCRM have turned their attention towards the market of China.
Even though the market of China is huge, the company was caught in a severe case of “China Syndrome”. This syndrome has infected many large and small companies, as they have no appreciation of the cultural complexities involved in actually establishing a business presence here.
In the case for ScanCRM, due to the promise of good return, ScanCRM has disregarded many vital point of the culture for China, which result them in failing their business. This report will aim to explore
1. Introduction 3
1.1 The research problem 3
1.2 Limitation of the report 3
1.3 Method of data collection 3
1.4 Report Structure 4
2. Cultural 4
2.1 Most important error made by ScanCRM 4
3. Microtargeting 5
3.1 Field Observation 5
4. Four fundamentals of Chinese business cultural 6
4.1 General attitude companies could adopt 6
5. Consumer behaviour factors 7
5.1 Motivational factors 7
5.2 Status concern 7
5.3 Consumer’s perception 7
6. China regional differences 7
6.1 Northern China business perspective 8
6.2 Southern China business perspective 8
6.3 Eastern China business perspective 9
7. Conclusion 9 Reference 10
Executive Summary
ScanCRM is a high technology company that is privately owned and is base in Wellington, New Zealand. They offered online customer relationship management software system based around open platforms. Though ScanCRM have businesses in both Australia and New Zealand, they were facing challenges of market expansion and in order to achieve its growth and profit targets, ScanCRM have turned their attention towards the market of China.
Even though the market of China is huge, the company was caught in a severe case of “China Syndrome”. This syndrome has infected many large and small companies, as they have no appreciation of the cultural complexities involved in actually establishing a business presence here.
In the case for ScanCRM, due to the promise of good return, ScanCRM has disregarded many vital point of the culture for China, which result them in failing their business. This report will aim to explore
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