Carpenter Tan Research Report.docx
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Carpenter Tan Research Report.docx
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CarpenterTanResearchReport
EstablishingCarpenterTaninAustralia
AStrategicIssuesReport
CentreforEnglishTeaching,UniversityofSydney
ByHelen(GONGHUAN)
30thOctober2014
SubmittedtoRachel&MarkGillespie
DEC15.31
Contents
1.ExecutiveSummary2
2.Backgroundtotheproject3
3.Analysis:
CarpenterTaninChina3
3.1TheMaterials4
3.2TheSkillsandDesigns4
3.3BrachesandDécor5
4.Issues5
4.1TheMaterials5
4.2TheSkillsandDesigns6
4.3BranchesandDecor7
5.Recommendations7
5.1TheMaterials7
5.2TheSkillsandDesigns8
5.3BranchesandDecor8
References9
EstablishingCarpenterTaninAustralia
StrategicIssuesReport
1.ExecutiveSummary
ChongqingCarpenterTanHandicraftsCompanyLimited(CarpenterTan)isatraditionalhandicraftscompanyinChina.TheproductsofCarpenterTanincludewoodcombs,woodmirrors,ornamentsandhealth-careseries.TheyarewidelyknownamongChinesepeoplebecauseofthehealthyeffectandtheinheritedworkmanship.RecentlythemanagersofCarpenterTanhaveplannedtoopennewbranchesandselltheirproductsinAustralia.Nevertheless,theyrecognizedthatduetoculturaldifferencesbetweenChinaandAustralia,someissuesexistintheprocessoftransferringtheproducts.Thereportexplorespotentialcross-culturalchallenges,andcomeupwithsomerecommendationscorrespondingly.
Theissuesarecategorizedinregardtothematerials,theskillsanddesigns,branchesanddécor.Andtherelatedrecommendationsaremadeintheseaspects.
·BookletsandadvertisementsmayhelpAustraliansunderstandthemedicaleffectofwoods.
·Theproductsneedtokeepinhighquality.
·Theexhibitionofwoodenproductsandthemanufacturingprocessesshouldbeheld.
·Morecolorsandshapesshouldbeaddedtoredesigntheproducts.
·Branchesshouldlocateinshoppingcenterandentertainmentplaces.
·Fashionelementsshouldbeincludedinthedécor.
2.Backgroundtotheproject
CarpenterTanisaprofessionalwoodworkcompany.Itwasestablishedin1997,namedafteritsinitiatorwhoisaprofessionalcarpenter.Now,CarpenterTanisoneofthemostfamoushandicraftscompaniesinChina,andhasbranchstoresinAmerica,Malaysia,SouthKoreaandsomeothercountries.ItspurposeistospreadtheChinesetraditionalhandicraftsandbecometheNo.1brandintheglobalindustryofwoodhandicrafts.
TheproductsofCarpenterTanincludewoodcombs,woodmirrors,ornamentsandhealth-careseries.Theyareallmadeofnaturalmaterials.Utilizingtheinheritedskillsandwoodadvantages,theproductsarebeautifullyshapedandgoodforhealth.
Recently,themanagersofCarpenterTanhaveplannedtoopennewbranchesandselltheirproductsinAustraliabytheirownteam.TheyfindAustraliansaresodynamicandenergeticthattheycanacceptnewproductsquickly.However,themanagersalsorecognizethatsomecross-culturalchallengesmayexistintheprocessoftransferringtheirproductsfromChinatoAustralia.
ThisreportwillgiveadescriptionofCarpenterTananditsproducts,exploresomecross-culturalissuesmayhappenintransferringtheproductstoAustralia,andcomeupwithsomesuggestionstosolvetheissues.
3.Analysis:
CarpenterTaninChina
CarpenterTanhasalwaysbeentakingpracticalwoodenhandicraftsasitscore,sothematerialschosenbyitaredifferentkindsofwoods.Tobethefirstbrandaroundtheworld,CarpenterTannotonlyattachimportancetocraftsmanshipofprocedures,butalsothedesignsofeveryproduct.Furthermore,itsbranchesarelocatedinsomefamouscitiesinChina,eveninUSA,SouthKoreaandothers.AllthebranchesarefurnishedinChineseclassicstyles.
3.1TheMaterials
Theproductsaremadeofvariouswoodenmaterialssuchassandalwood,boxwood.AccordingtothetraditionalChinesemedicalprinciples,thematerialsaregoodforhealth.Takingsandalwoodcombsforinstance,theycanpromotethecirculationofblood,relievestressandimprovethequalityofsleeping.Ifconsumersusethemforalongtime,thehealthybenefitsareeffective.Therefore,productsarealwaysrecommendedtouseforatleastseveralmonths.
3.2TheSkillsandDesigns
Thehandicraftsofwoodenproductshavebeenpassedonoverthousandsofyears.TheworkersofCarpenterTaninheritedtheexquisitecraftsmanship,andutilizeittothecomplicatedprocedures.
Inordertomeetthecontemporarypeople’saestheticvalues,thecompanyhiressomewell-knownEuropeandesignerstoworkwithdomesticdesigners,sotheycanintegratetheChinesetraditionalstyleswithmodernfashion.Forinstance,therearevariousshapesinthewoodenmirrors,likeround,square,curvy.Thecolorsoftheproductsareusuallydarkred,brownandgreytorevealChineseclassicculture.Theyarebeautifullyshapedwithgentletexture.
3.3BrachesandDécor
MostofthebranchesaredistributedinbigcitiesinChinaandsomeothercountries.Therefore,theycanattractalotofpeoplewhoareinterestedinChineseculture.Itisalsoagoodwaytoadvertisetheproductsandspreadthecultureoftraditionalwoodwork.
Additionally,everybranchisfurnishedinstandardizedChinesestyle.Theproductsaredisplayedinsomedelicateglasscabinetswithwarmlight.Whencustomersgointothebranch,theycandeeplyfeeltheculturalatmosphere.
4.Issues
AccordingtosomeculturaltheoriesdevelopedbyHofstede(inMorrison2006),Trompenaars(inMorrison2006),thereareseveralprominentdifferencesbetweenthetwocountries.Therefore,transferringproductsofCarpenterTanfromChinatoAustraliamaysuffersomechallenges.Themainissuesareshowedinthefollowingaspects.
4.1TheMaterials
InChina,manyconsumersliketheproductsofCarpenterTanbecausetheybelievetheproductshavehealthybenefits.ItiswidelyknownthatsomewoodmaterialsaregoodforhealthevenoneofthemostfamousmedicalbooksinancientChinanamedCompendiumofMateriaMedica(Li1590)hadrecordedtheeffectofseveralwoods.However,Australiaisconsideredalowpower-distanceculturecomparedwithChina(HofstedeinMarrison2006).Australiansalwaysbelievetheproductstheyknowmuchtheminsteadofacceptingtherecommendationsbypowerfulauthoritiessuchasfamousbooks.Hence,itisdifficultforthemtobelievethehealthyeffectofwoodenproducts.
Additionally,theproductsneedalongtimetoplaythehealthyeffect.Chinesepeoplealwayshavetheconceptoflongterm,sotheycanpersisttousethesameproductforalongtime,butAustralianshaveshort-termorientation(HofstedeinMarrison2006).Itisdifficultforthemtofindouttheadvantagesofwoodenproductsafteralongtime.
4.2TheSkillsandDesigns
Theproductsaremanufacturedbytraditionalworkmanship,sotheirqualitiesareinhighlevel.Chinesepeopleareinanascriptionculture(TrampenaarsinMarrison2006),sotheybelievetheinheritedskillsinnodoubt,whereasAustraliansareinanachievementculture(Trampenaars,inMarrison,2006),theyattachmoreimportancetothequalityofproductsinsteadoftheirancientskills.Hence,thetraditionalworkmanshipdoesnotplayakeyroleinpersuadingAustralianstobuy.
InordertouseChinesetraditionalelementstoattractmoreconsumers,manyproductsofCarpenterTanareingrey,brown.Thesecolorsaredarkandclassic.ForAustralians,theygethighscoreindividualism(HofstedeinMarrison2006),sotheytendtohavemorespecificproductstoshowtheiruniquepersonalities.Buttheproductsarealwaysinmonotonouscolors.Inaddition,thelimitedshapescannotofferenoughchoicestoAustralianconsumers.Hence,thetwofactorsofcolorandshapewillcauseissuesintheprocessoftransferring.
4.3BranchesandDécor
InAustralia,openingbranchesismoreexpensivethaninChina.OwingtospecificcultureofAustralia(Trompenaars,inMarrison,2006),peoplealwaysseparateworklifefromprivatelifeclearly.Peoplegotocityonlyforworkinsteadofshopping,soitisnotagoodchoicetoopenabranchincity.
Asfordécor,Australiansmaythinkitistooclassictoappreciate,becausetheyalwaysgotothestoreswhereareinbrightlight.ThisisquitedifferentfromthebranchesofCarpenterTan,whichareusuallyfurnishedwithdarkcolors.
5.Recommendations
InordertosolvetheseissuestoopenAustralianmarket,somerecommendationsaresuggestedcorrespondingly.
5.1TheMaterials
Duetothedifferencesofculturalbackground,AustralianscannotbelievethehealthyeffectofwoodenproductseasilylikeChinese.SomeintroductionbookletsabouttheknowledgeofwoodsmayhelpAustraliansunderstandthemedicalprinciples.Theplaceswheretohandoutthemcanbechosenintheexhibitionofproducts(theplacewillbedescribedindetailbelow)andshoppingcenters.Moreover,advertisementisalsoagoodapproachtospreadthemedicaleffect.
Astotheproductsarerecommendedtouseinalongtime,itishardtochangetheconceptofshorttermamongAustralians.Thecompanyneedstokeepthehighqualityofproductstomakethecustomersprefertheproductsinalongtime.
5.2TheSkillsandDesigns
WhileAustraliansseldomlearnaboutthetraditionalChinesehandicrafts,thereareseveralmeansthecompanycanimplement.Itseemsthatanexhibitionofwoodenproducts(asmentionedabove)candohelp.CarpenterTanshouldassignsomeexperiencedworkerstoholdtheexhibitionandinviteAustralianstotakepartin.Duringtheexhibition,workerswillcooperatetogethertoshowsomemanufacturingprocessesofproducts,evensomeAustralianscanpracticetheprocesses.Moreover,thecompanycanexhibitvariousclassicalproductswithsomeguides'interpretation.Therefore,itmayhelpAustralianpeopleknowa
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