Cross Cultural Report

Topics: Marketing, China, Han Chinese Pages: 12 (3974 words) Published: May 5, 2013

Executive Summary
Background information about China
Chinese society and culture
. Hofstede's Dimensions
.Ideal of female Beauty
Labour market
Business etiquette
. Communication
. Meeting
. Gift-giving
. Negotiation
Marketing strategy

1. Executive summary

China is booming! No country is growing as strong as China. In 2013 the country is expected to rise to the largest trading nation in the world. The purpose of this report is to investigate the Chinese culture and provide basic information in order to develop knowledge for the international company planning to enter the Chinese market. To enter a Chinese market our company has to get to know and analyze the Chinese culture to accommodate its business culture to various trading conditions. The knowledge gained is essential for every company to generate and implement successful marketing strategies. Successful marketing and image-building in China is an extensive process and requires a planned and structured approach. Noting the regional peculiarities and corresponding adjustments to the planned target groups are necessary (Haulmann, 2011). The objective of this study is to present the cross-cultural environment, the key issues in China. The business world becomes increasingly global consequently the interaction of people from different backgrounds is rising, therefore the need for effective cross cultural communication is essential. Cross cultural in business plays not only a vital role in building international customers, employee relations and business partnerships but also in successfully establishing the product or service in a different area of the globe. China makes a high cognitive ability on Hofstede’s study was the Collectivism and individualism dimension. However China focuses on labors in workplace and gift giving to build relationship. The Chinese market has a big potential for our company because of the rapidly growing market. China is an emerging economic nation with fierce competition. To deal with it our company has to be more innovative and active in the field of marketing and branding to defend and increase our market share. The report will provide essential information to prevail against competitors and gain a high position.

2. Introduction

Nowadays globalization offers the opportunity to operate international trade. Therefore the chances to win new markets have increased dramatically. As a result many companies have begun to invest abroad and profit by outsourcing and offshoring. It is also advantageous for companies to have a global reach to increase the number of potential customers. Because of the intensification of international economic relations and thus the expansion of world trade, many companies want to build a strong relationship with other countries. They take new cultural environment from entering a new market and take advantage of expanding the business in a new market. We are Beiersdorf, one of the leading companies in the field of skin care. Our brand NIVEA is the world’s largest brand of skin care and enjoys great trust. Our company is an innovative company which always looking for market niche and oriented to new customer’s needs. We as the Human Resource Management Teams members in an international company have the central task to focus on customers’ needs and to investigate new markets to increase our market share. Our company would like to enter the Chinese market, one of the strong and largest market in the world. On these grounds, the Chinese market is a big challenge for our company because of the great cultural differences and the fierce competitions which we have to face. If we want to break into the Chinese market, we need to have a unique and good quality service, adapt our business culture to the market conditions and controlling our new operation in the new market. The...

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