EGT1 Task 4 309.2.4-05-07 (2008) Final for Michael James 000188932
The expansion team has done an extensive study and market research has identified that there is huge growth potential and a very lucrative business opportunity for manufacturers wanting to sell heavy-duty trucks to Eastern Asian countries. One thing to remember by choosing a new international market is that ethical situations may arise. Specific marketing strategies used elsewhere may not work in Eastern Asian market, so knowing and being able to account for cultural differences will be important.
When moving into the Japanese market, the company will have to be very aware of formalities and cultural variables. Japan has a long history of tradition that carries over even to business dealings, so the American way of marketing business could be considered rude and hasty.
Some major Japanese cross-culture issues that may impact the marketing approach are: being able to understand formal business traditions; gifting; and understanding conditions affecting product pricing.
The Japanese are steeped in their culture, which includes formal business traditions. Just entering their country, setting up an internet website, dropping some brochures, and sending a few corporate letters or emails will not get a marketing team in the door. Approaching the Japanese culture should be done carefully since they put a very high value on reputation, professionalism, and trust. Even the act of presenting or receiving a business card properly can result in a successful contact or a failed venture. Not being dresses appropriately for the meeting will be considered an insult. Rumors can even ruin a business in Japan! The company needs to establish a good business relationship with potential clients before they will consider purchasing a product, so the impact to marketing strategies is that anyone involved with Japanese prospects or clients should be extensively cross-culturally trained before they are allowed to interact with them in business settings.
Giving a gift before a business meeting is tradition, but care should be taken to make sure it is appropriate and wrapped. Gift-giving over time will build up the respect and goodwill between the giver and the receiver. When visiting the home of a Japanese individual, one should never show up without an appropriate gift. Gifts are given and received in certain ways and should never be opened in the presence of the giver. Giving gifts sounds simple enough, but without knowing the local customs and superstitions, it could be a deal breaker to doing business in Japan. For example, the numbers 4 and 9 are considered bad luck in Japan. If one of the marketing team gave a gift containing 4 or 9 items in a box, or even if one of the numbers was on the gift, the gift would be considered bearing bad luck and an insult instead of with the good intentions that were meant. Negotiations and the business relationship could be jeopardized by improper...