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The Dilmah Tea Company Marketing Essay

1. 0 The Dilmah Tea Company - Introduction

The Dilmah Tea Company was created in the 1974, the founder of the business is Merrill J. Fernando. The Dilmah Tea company received stabilized in the Sri Lankan market within ten years of your time from its beginning, then the company targeted the international market by gaining a good brand name for quality Ceylon tea. They quickly captured the European market well as the center East market, becoming the main tea exporter in Sri Lanka. Not merely maintaining high quality of its products The Dilmah Company contains an extremely differentiated product collection, including dark tea, green tea, real white tea, original garden tea, herbal tea and gourmet black tea. Currently a bigger portion of Dilmah's profits come from the international market, but still they haven't gone global independently.

2. 0 The Background

In this circumstance the prospect assumes that the Dilmah Company will expose its products to Japan, which in turn possess a strong tea drinking alcohol culture. This is the first-time that they directly unveiling its products to a international market. Therefore the company must identify the particular marketing aspects as well as the cultural areas of Japan to be able to handle its business deals.

3. 0 Dilmah Enters Japan - YOUR PATH to Take

When any business group is certainly going start businesses in a fresh market, first each goes for marketing research. The main element factor in marketing research is gathering information from the folks. Therefore research groups have to meet the people and get information from them. This is the major point where in fact the social cultural areas of the people enter into display screen. Sri Lanka people are popular with their hospitality that comes with their culture, therefore research people may easily get the info. The Sri Lankan people are not direct communicator like Western or American people, however they expressers their true ideas in a polite manner. Indirect questioning like questionnaires are well suits for Sri Lankan people as opposed to the direct verbal questioning. Within the other hand Japanese people well-known to complaisance, hospitality and because of their work of honor. Therefore the Japanese people might not presenting the answerers that ignoring other people's perspectives. Therefore a research group gone and question Japanese people they generally give positive answers, which actually incorrect in reality.

The strongest areas of the culture are attached with the food habits and communal behavior of the individuals. Both Sri Lankan people and Japanese people are having a strong culture that contract food and taking in patterns. The Sri Lankan people are discovered tea taking in from the British.

Due to the existence of high competition between individuals and businesses within the current conditions, for businesses to achieve success by catering and then their local conditions remains to be a huge challenge. This is mainly because currently, there are almost no monopolistic or oligopolistic market structures within environments and thus careful execution of timely strategies remains to be the primary way in which businesses can do well if they only target the neighborhood consumers.

So because of this reason, willingly or unwillingly, businesses that aim for a high development rate and success should permeate global market segments. However despite this 'must' it should also be mentioned that heading global and succeeding their generally isn't that simple. Out of many reasons for this the key is actually because they have to deal with a completely alien cultural track record. Different civilizations as explained by Hofstede has their own set of ideas, beliefs, prices and norms where when come up with, constitute a design for living. Hence this makes each individual different from one another and thus, each one of these cultures has to be catered differently to be able to fulfill them and become successful.

When describing this further in it can be explained that in a common of culture, each individual has their own nano-culture which makes each folks different from each other, for example from our parents, siblings and even from twins. When heading a step higher, people have a micro-culture almost certainly within immediate people we connect to such as within the family, friends, close relations etc. These people although different in terms of nano-culture, has some similarities may maintain terms of these worth, norms, ideas and values. When taking another step deeper inside, folks have a mini-culture which may be discussed via the example of school room and office clicks who once again are people with common characteristics. For instance each is smokers, all have a common religion etc. Put into this also the entire world have got sub-cultures (cultures within folks of different areas within the nation or in a ethnic group) which is then that we have the nationwide culture which is the common culture of the nation.

Another aspect that ought to be stressed in order to comprehend the complexity of cultural diversity around the world will be the norms. Usually when it comes to cultural universals, somebody's ideas later become norms and thus each culture have got different components called material objects. For example in religion, it's the ideas of a person that has now become the norm. This aspect can be further discussed by understanding the terms technology and diffusion. For instance when Alexander Grahambell innovated the telephone and told the general public, everybody laughed. Nonetheless it is down the road that people understood it's immense advantages to them and thus the creativity was diffused. Which means this shows that individuals hardly admit things unless they are simply being catered properly.

So basically from the above research the real problems of succeeding an enterprise within global surroundings can be realized. And therefore the same group of challenges will apply Dilmah when going to Japan maybe in a more complex much too since Japan is known to be one of the countries that are together with the lists for possessing a complex social background and therefore succeeding in Japan remains to be a vital challenge.

The following include some of the common and the most crucial aspects that should be known and practiced by a foreigner joining Japan to conduct business.

The seating arrangements at a small business conference will determine the status of the participants. Usually the highest ranking person 'called' the top honcho sits at the table head and can decrease the series with lower rankers. Therefore a foreigner should wait around until they are simply being directed with their seating position

After the reaching everybody should hold out until the mind honcho stacks up before they leave the desk.

It is very vital that you take some kind of a souvenir signifies our home country to the coordinator. Most likely they might also offer some kind of a gift for you and so it is very much essential that you allow it whether you like it or not in order to keep their satisfaction levels. Added to that good care should be studied on not to unwrap the surprise if it is wrapped, and on the other hand if not, providing a deep appreciation of the present to the coordinator is also very essential even though you enjoy it or not

At a meeting it's the best if you could take down notes to help make the host feel that their meeting is vital for you. However once more you should ensure that you do not write down anyone's name in red ink and therefore always blue or black ink should be used.

Most probably you'd be asked for an outing to a restaurant and they would always tolerate the expenses. Nonetheless it would be highly loved if you try to make the payment in order to make them more satisfied with you but nonetheless at the majority of the time they might stop you doing so

The Japanese rarely invite foreigners with their homes and so it may be an offence if you ask them to take you there

They are prone to ask certain questions that may be offensive again at home. For instance, the age, the salary etc. So if you are not inclined to answer it is best when you can at least be gracious about them asking you those.

Most significantly you should make sure that you carry a sufficient volume of business credit cards since almost all people you meet their for your business deals would like one since this is one of their major mediums of business communications. Put into that it would be the very best if you may carry dual sided business credit cards where one area is printed in Japanese whereas the other is English such that it may give them the sensation they are extremely important to you and also on the other hands that you too are a potential person to them. This in turn would definitely optimize the ability of you to definitely cultivate best results.

So quite simply from the above few out of several and the main tactics in Japan, a thing that may be understood is the fact for them, the product or service you offer, the competitiveness, your corporate strengths and powers are all supplementary aspects unlike the Lady and instead, on their behalf what comes mostly is actually,

The esteem that you earn from them before the product becomes viable

The credibility you earn rather than your product

The trust that you yourself earn their since if not the product won't sell there

And finally and mostly they should as if you.

So basically in order to succeed you should,

Build the relationship

Get the information delivered successfully

Get their important dialogue or the opinions very carefully

And finally close the deal

So primarily when entering another country for business there are certain key aspects that should be carefully studied, realized and also matched, in order to have success which include the next,


It is a commonly known reality Japan is a country with an extremely high population denseness. It consists of almost 130 million people within a tiny land mass. That is due to way it is geographically situated, no more than 30% of the land is habitable which the others are highly mountainous areas. This is mentioned as once reason as to why it contains a intricate etiquette system that has been coming from generations. For this reason excessive population it could be stated that people are almost living together with each other and therefore, with out a cohesive, social system which identifies etiquette, customs and protocols, there would be chaos. So for this reason reason it's very much vital to value it by any outsider despite its complexities.

So from the business perspective, this high inhabitants itself is the main element aspect which makes Japan a potential country to cultivate revenue.

Occupation and Income

Japan especially being one of the highly technologically skilled countries where almost all of the other developed countries also be based upon for his or her manpower and also it being truly a place which involves a large volume of internationally successful companies, the disposable income of a majority of its people are high in comparison to a country like Sri Lanka. Therefore it will be a great advantage for a company like Dilmah to market its high quality products at reduced but a competitive price without risk.

Similarly in terms of occupation also, the Japanese are people who strongly respect their work place until they retire and thus whenever a person enters employment, scarcely will they leave at the center. This is convert can come as an edge for the recruiting and the creation of faithful employees for the company.

Individualism and Collectivism

According to Hofstede's ethnic proportions, an highlighting aspect within Japan is their collectivism. Unlike the Lady, it is often known that the Asians and especially the Chinese and the Japanese have high collectivism of their world. They always like working in groups and also put a very high concentration on family life. Therefore it is very much important that aspect is carefully resolved in carrying out business at Japan or otherwise it may draw out utter losses. For example regarding the Multinational KFC, they after facing several losses in conditions of unplanned advertising in China and Japan, presently they have become quite definitely successful by embedding collectivism in them. That is they highly highlight areas such as family security, assistance and interdependence among family members. For instance, the advertisement that shows how happily all family benefit from the KFC rooster bucket

So therefore Dilmah also can utilize this aspect for their advertising and also ensure so they can ensure that they recruit highly hospitable personnel for their outlet stores. However, it could be mentioned that since Sri Lanka also posses an extremely collectivistic society, dealing with this in Japan wouldn't normally be a lot of an effort.

Religion and Beliefs

Japan is a country which routines Buddhism in a majority of its areas and hence, conducting business without harming its tactics would not be a task for a Sri Lankan company like Dilmah. However, they employ a strong value towards their background and traditions and thus respecting them remains to be critical. For instance once more in the exemplory case of KFC, an advertisement where they confirmed a normal Japanese restaurant being bare and instead, all the folks being compiled around KFC for food led to a utter reduction for the company.


As mentioned before also, Japan already has an extremely strong tea taking in culture. Also since Ceylon Tea has already acquired worldwide reputation because of its exceptional tastes, sanitation and quality, there would be no issue in the popularity of the product by the Japanese. Because it is a developed land, its individuals are currently health conscious so given that they already possess founded tea companies of their nation, establishing Dilmah there will be a challenge and thus should be achieved in a very tactful manner. For this, the aforementioned worldwide recognized quality aspects should be outlined via advertising and also the appearance of the merchandise should be personalized. For example, the usage of excellent colors like orange (their traditional icons), use of eco-friendly product packaging that shows we respect their conditions, use of Japanese rather than British in their packaging, highlighting aspects collectivism like the use pictures of households drinking tea alongside one another happily of their product packaging and also at any shops.

Attitudes and Perceptions

Since it is grasped that it's the folks of their own culture that is aware of the proper means of succeeding a company within those marketplaces, it is the best if more Japanese employees itself are recruited to business there. Learning every single aspect of a culture before accessibility would incur a large opportunity cost and, is a waste material of other resources and also may not work at the beginning. However on the other palm, this can also come as a downside in a single aspect since, depending greatly on host country nationals, the parent company may become isolated from its abroad subsidiaries and could lead to a long-term hazard. That's Dilmah would have little possibility to develop valuable managerial skills through international experience to grow further. So that it is best if more Japan are hired at the start till they develop and down the road increase the locals after learning the correct means of wedding caterers japan.

4. 0 Conclusion

So basically when contemplating all the factors discussed above with Dilmah in the pursuit of its opportunity of stepping into Japan, to conclude it could be stated that heading global alone, firmly require proper recognition of the neighborhood ethnicities and their subcultures by analyzing general components, patterns of communication such as verbal, non verbal, direct, indirect, high context and low context communications.

Added to that since Japan remains to be a country that tactics high etiquette and also possess a highly complex cultural qualifications, if not catered and reputed properly may create utter losses. But despite this on the other palm, if properly known and catered properly the high opportunities and progress potential possessed within the spot would subsequently happen to be a great harvester of income to an organization like Dilmah in changes of its long run performance.

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