Communication Strategies

Communication, especially effective communication has a great impact in the business world as it enables the business to strive in a competitive market. During a companys sales presentation the audience in the in-person meeting will to a large extent influence the presentation as they determine the kind of approach to use when communicating. Therefore, in order to communicate effectively with the participants, an audience analysis must be done to capture all the different dimensions involved (Locker and Kienzler, 2008). This audience analysis paper is intended to analyze the characteristics of the audience, the best channels of communication, the diversity of the audience and ways of ensuring that the message is effective.

A presentation on sales information to a diverse group of managers, sales persons and customers will be tailored with their attributes in mind. This is because the success of the presentation depends largely on the speakers ability to effectively reach the target audience. Therefore, in order for the information to be understood, the presentation needs to be formatted based on the characteristics of the audience. The first consideration will be the size of the group. If the group is large, the presentation will require more structure and more formality in order to make the group feel involved during the presentation. However, a small group need not be very structured or formal since it is easier to encourage their participation (Vu, 2007). The size of the audience will also influence the visual aid to use during the presentation.

Secondly, the knowledge level of the audience with regard to the sales information is imperative (Vu, 2007). During the presentation there is a high probability that the customers, who are the organizations greatest asset, will be limited in their knowledge of the topic. Consequently, the use of business jargon will have to be limited while the use of illustrations to highlight the main ideas will be increased to enhance a greater understanding of the data (Bullard, 2009). At the same time, the data will have to convey the practical implications and effects to enable the managers make key decisions based on the information presented. Additionally, the data must maintain the technical information necessary for the sales persons who are the experts. Inclusion of tables and graphs that focuses on the cause and effect of the information will be beneficial in communicating the data (Bullard, 2009).

Thirdly, the demographic factors will assist in formulating a presentation that allows communication of the data in the most understandable and informative way. The key demographic factors to consider will be gender, age, cultural, ethical and educational background (Bullard, 2009). A presentation made to a group of older audience, will require more deference to age and experience than one made to a group of younger individuals though respect will still abound. At the same time, age will guide in selecting the type of technology to use. The use of new technological methods may alienate the older generation who are more familiar with traditional methods of presentation. The younger generation however may be more receptive and at ease with graphical internet presentation.

When considering the education of the audience, those with higher degrees of education will have a more thorough understanding of the technical presentation than those without. If the audience consists of both genders, it will be advisable to refrain from gender stereotypes in order to avoid offending the audience. Notwithstanding, putting into consideration all these characteristics of the audience, will guide in formulating the presentation in the best possible way to reach each member of the audience.

During the quarterly sales meeting various channels of communication can be used. Face to face communication is the most efficient channel of communication especially when dealing with a large group of people. It is the most complete way of communication as it will offer a direct and intimate relationship hence allowing the audience to feel comfortable. Additionally, it will provide the opportunity to receive direct feedback while allowing for greater participation by the audience. Moreover, it will permit both verbal and non-verbal communication of the information and reduce the scope of misunderstanding (Locker  Kienzler, 2008).

Though words are important, visual aids will make a big difference. Therefore, power point will also be used together with face to face communication to augment the spoken word when addressing a large audience. As a form of presentation, it will help the audience gain a visual feel of the information and also in better retention of important facts (Locker  Kienzler, 2008). The incorporation of visual aids such as charts and graphs to represent visual data will be necessary in conveying the message especially data that requires comparison and involves figures. These visual aids will assist the audience to examine pronounced data, perceive the information quickly and aid in data interpretation. They will also help to effectively clarify information and at the same time represent many different data. However, the power point presentation will be used sparingly to reinforce the information being presented. Rather than using a series of words in a sentence, power point will only highlight the main points (Locker and Kienzler, 2008).

When dealing with a diverse audience the needs of the group and an understanding of their attributes will be considered. The audience especially the customers might be limited in their knowledge of business jargon hence the need to reduce or eliminate the overuse of such jargon words and acronyms (Douglas, 2003). The presentation will also need to be accompanied by supporting information to address the areas that might present deficiency in understanding by the audience. Control over the audience will be maintained by allowing questions and feedback at specific times during the presentation while at the same time meeting the needs of each member of the audience (Locker and Kienzler, 2008). Voice projection and modulation will help to draw the audience especially those with attention deficit into the presentation and reduce the temptation to lose focus.

In order to ensure that the message is effective, prior preparation will be imperative. Organizing the message with an introduction, body and conclusion will be an indication of preparation and will motivate the audience to listen. The points also will need to be clear with supporting information and arranged into key points that will be easy to follow (Douglas, 2008). Rehearsing will help in developing a grasp of the sales information and build confidence by enabling one to feel natural and comfortable during the presentation. Preparation however does not guarantee a good presentation. Delivery of the message will affect receptiveness and creates an overall impression of competence and credibility. Therefore, maintaining eye contact with the audience will capture their attention and help to connect with them during the presentation (Douglas, 2003).
Furthermore, for the message to be effective, the choice of words will also be done carefully to avoid creating any misunderstanding by using active voice which is more effective. Additionally, the volume, pitch and pace of the voice are important variables. The voice will to be projected with varying pitch to denote enthusiasm and break monotony (Douglas, 2003). Sufficient pauses within the presentation will give the audience the opportunity to process the information and help in eliminating the use of filling words such as uhs and ums which might portray lack of confidence. Knowledge of the product is important as it will cultivate confidence in the audience about the information being conveyed and influence the managers, customers and sales persons to support the changes or proposals presented.

Therefore, for a sales presentation to be successful all the different variables will be considered and the plan of the presentation will be well prepared and thought out with a balance of hard data and persuasion. Creativity will also be an integral component in the delivery of the message.

The article that is to be critiqued in this paper, entitled Israelis are living high on US expense account, was written by Michael Backmann and was published in the Malaysian Insider on the 17th of January 2009. The article is basically about the features and other dimension of the age-old issue of the Palestinian-Israeli conflict (Backman 2009, n. p.). Mr. Backman introduced the arguments by citing the killings of the Israeli athletes during the 1972 Munich Olympics Games where Prime Minister Golda Meir told her supporters that the assassinators will pay expensively for the death of her Jewish people (Palestine Facts 2010, n. p.). Hence, the prime minister has employed numerous efforts to prove the killers that she is serious with what she said and this includes the Wrath of God, considered to be of the most ambitious and covert counter-terrorist activity to ever be organized in the human history (Palestine Facts 2010, n. p.). Indeed, the Palestinian Arab killers were punished for what they did and the Israeli government seem to be contended but this event did not mark the end of the Palestinian-Israeli misunderstanding because since then, a number of terrifying plots were executed by both parties in order to prove that their side is better and stronger than the other (Palestine Facts 2010, n. p.).

Examples of these attacks include the bombing in the public transportation area of London, bombing in bars in Bali, Indonesia, and the destruction of the twin towers of the World Trade Center in September 11, 2000 which is one of the most notable Muslim attack that has sent each and every human citizen in doubt of the capability of his or her respective nations to protect him or her from possible terrorist attack (Backman 2009, n. p.). Consequently, many other events in history which has claimed the life of many innocent individuals and guilty terrorists as well have resulted from the battle between Israel and Palestine (Backman 2009, n. p.). In addition to this, it can be said that the people who become victims of these attacks are not exclusive citizens of the opposing nations but even trans-national residents, support groups and allied countries like the United States of America, a nation which, according to the author, has been living on high expense due to their countless efforts to help the Israelites (Backman 2009, n. p.). With all of these things in mind, it will then be vital to think of ways on how the effects of this globally affecting battle can be lessened, if not totally eliminated, and one of the plausible ways is by looking at the cultural and societal context of Israel in pursuing this battle and inspiring to promote changes in their war-related virtues and principles (Backman 2009, n. p.). The author was actually arguing that the way to address the growth of the unwanted effects of the Palestinian Arabs- Israelite Jews battle aftermaths is to initiate changes in the lives and general practices of the Israelites (Backman 2009, n. p.).

Moreover, he believes that only in the fulfillment of this goal will the citizens of Israel be able to achieve peace in the same way that the Parsees of India has achieves the tranquility of their community (Backman 2009, n. p.). In connection to this, as a critical reader, I believe that the arguments presented by the author were backed up by concrete evidences and were based on the thorough analysis of the underlying circumstances. However, I believe that the kind of changes that the author was talking about were not properly discussed and needs further elucidation. I also believe that efforts should not only come from the Israelites but also from the Palestinians because both parties must learn how to create mutual and beneficial agreements that will bring about global peace and longitudinal balance. This being said, the goal of this paper is to support with evidences the previously mentioned statement that was made in accordance to the arguments that were presented in Backmans article. This paper actually aims to present a critical analysis of the article written by Michael Backman and present an argument of the effectiveness or non-effectiveness of the concepts of the author.

Discussion
Historically speaking, the Israelites and the Palestinians were in good terms for hundreds of years and this is certified by the invitation of the Ottoman sultan in Istanbul for Jewish people who were expelled from the Spanish and Portuguese boundaries to live in his kingdom (Backman 2009, n. p.). However, issues of land ownership and territorial boundaries eventually arose between the two nations which marked the start of one of the most long-lasting and influential battle in the human history, the Palestinian-Israelite conflict (MidEastWeb 2007, n. p.). The battle not only involved the military staffs but has also damaged the lives of the ordinary citizens of the two countries involved and even that of the allied countries (MidEastWeb 2007, n. p). Trans-national involvement in the said conflict is evident in the countless terrorist attacks that were initiated by the Arabs whenever they feel that one of their brothers are hurt or were treated in an unjust manner (MidEastWeb 2007, n. p). Consequently, the Arabs operate under the mentality that a kick in the leg will send the rest of the body to feel it while a harder kick will result to the general reaction of the whole body to defend the maltreated part (Backman 2009, n. p.). This means that regardless of the fact that the Arabs around the world have not head or single leader, they are still united by a common idea which is to defend their brothers in faith and to never allow anyone to view them as inferior people (MidEastWeb 2007, n. p). Hence, it can be said that the Muslims have a very strong bond that the Christians and even Jews fail to exhibit (Backman 2009, n. p.).

In accordance to the aforementioned mentality of the Arabian people, citizens around the globe are seen to comply with the negative that the Palestinians attribute to the Israelites and an evidence of this is the Malaysian practice of not allowing any of its citizens to visit Israel because they are sympathizing with the sufferings of the Palestinians (Backman 2009, n. p.). An interview with the former Finance Minster of Malaysia revealed that their country will only welcome the thought of visiting Israel once the Israelites learn to respect and treat the Palestinians in a better manner (Backman 2009, n. p.). Events in Nepalese trek houses, one of the warmest and most hospitable hosts in the world, reveal that their guides would rather let their business remain idle that accept an Israelite visitor and this is because of the fact that they dislike the arrogance and pride that the Israelites tend to show (Backman 2009, n. p.). In this case, it is justifiable to infer that the Israelites are really in need of social renewal by incorporating changes in their national structure and this can be done by following the models executed by the Parsees of India (Backman 2009, n. p.). This ethnic group is a relatively small community occupying the land in central Mumbai but their small quantity does not prohibit them from having a good reputation among the local citizens and even in the international visitors (Backman 2009, n. p.). The respect attributed to these people is a result of the honest interest to help uplift the lives of their fellow Indians which is seen in their activity if building schools, museums, and many other public institutions (Backman 2009, n. p.). Therefore, the importance of the Parsees of India is justified by their inherent desire to share their properties to their needy Indian brothers (Backman 2009, n. p.).

Consequently, while it is true that some of the actions of the Jewish community against Palestinians have resulted to major global attacks, it is still improper to blame all the aforementioned commotion to the Israelites. I believe that in order to solve the Jewish-Palestinian conflict, both parties must exert effort and the leaders of the two nations must work hand in hand to settle the arguments that were passed on from generation to generation. Moreover, I believe that the usage of adjectives such as arrogant or flashy to connote those Israelites is not a very good thing to do because the author should have not given a generalization of the Israelite attitude based only from the actions of some trekkers in Nepal. The aim of the author to promote ways that can address the Palestinian-Israelite conflict is noble but his way of delivering his propositions is improper and might have damaged the morality and reputation of the entire Jewish community. In general, I believe that the best way to address the said conflict is to create mutual agreements between the two groups and find ways to achieve compromise between the two parties.        

The talk show icon, Oprah Winfrey is not only a highly regarded professional speaker, but also the reigning queen of communication.  As a good communicator, Oprah possesses three specific characteristics crucial for any public speaker who is eager to reach a wide and diverse audience. Sincerity Oprah   speaks only about things she truly believes in and feels passionate about. She shares her ideas naturally and without pretense. She is so passionate about her message and this makes her audience eager to hear more of the message. Knowledgeable She delivers a solid content message that people find valuable for their lives, her message is practical and easily applied enabling her audience understand it quickly.  Humorous she is self-deprecating she laughs at herself, tells funny stories relevant to her message, hence her audience perceives her as mature and emotional, this makes them happy and receptive. (httpwww.findingdwenea.comfeatures profileswoprah-winfrey.html)

Oprah is an excellent communicator, with a very clear and unique approach to her guest speakers and her audience. She possesses high quality listening skills she pays attention to the speaker in her talk shows, this clearly demonstrates that she is involved in the conversation, she asks her hosts questions to make the message clear to her and also to the audience. She does not interrupt the speaker in the middle of the speech, she waits until the idea is explained completely. She responds both verbally and non-verbally, by eye contacts, nodding occasionally, short responses to help the speaker understand she is following the conversation. (Barthel, Joan, 1986.)

Verbal communication is oral or written communication. Oprahs verbal forms of communication are as follows The famous Oprahs Winfrey show, she eloquently speaks and shares her ideas with the guests in her show, she has created a website, www.oprah.com,which provides resources and interactive content relating to her show reaching many people in the globe, Oprahs other channels of verbal (written) communication are a book club, Oprah magazine and a public charity. She has also written Time magazine, creating a new forum of media communication known as rapport talk. Non- verbal communication is the use of unspoken signals like the use of overall body movements. Oprahs non-verbal communication is one reason behind her success, in her cheerful talk show she gets her audience involved in the message been conveyed, by smiling where necessary, hand gesture and facial expressions like crying alongside her guests.

Oprah is a skilled and gifted communicator her communicable exchanges are candid and intimate. Her transparent rapport equips her with the ability to influence and empower her audience in fields like business literature and philanthropy. She possesses a hallmark of communication skills. In non-verbal communication, she is an expert in air signs, an indication of a professional communicator who is rational, objective and can plan and analyze a problem from a totally detached perspective. Her verbal eloquence and acting ability, makes her an intellectual dictator, someone who can manipulate people and put them in the right slot, this is a good position for a person like her who has a passion in the media industry where you need to manipulate the guest and get the right answers, she speaks in a conversational tone, a tone of voice that make people feel that is her normal way of talking. She never changes her style of delivery from one situation to another, she is the same whether, she is delivering a speech, having an intimate conversation, or been interviewed on a TV talk show, this is one of the characteristics of the best communicators, she is consistency in her communication skills and gives her audience what they see hence capturing her viewers feelings and make them believe she is really the person they want to hear and see on TV. (Ryan, Maureen, 2009).

Today Oprah Winfrey is one of the top eminent persons who have succeeded in life, a famous public speaker and one of the richest and most powerful female figure in America, this is one reason why I choose to write about her. In addition she has been an inspiration to many people facing various life challenging issues like poverty, aids epidemic among others. She is always herself and expresses her own opinion and shares her true feelings about the topics that moved her. She is an expert in communication and known public speaker in America who speaks to the crowd at various occasions about the importance of communication and having a strategic plan.

President Barrack Obama is an influential public speaker, a feature that has enabled him sail through difficult situations up to the position he holds today. Some basic qualities that president Obama expresses when delivering his speech give life to his words and they sink deeper into the minds of a mass of people. These qualities should be a prerequisite for anyone anticipating to being an excellent communicator (Pincus, 2009). Obama is a good listener and this quality makes him understand the requirement of a circumstance and how best to address it.

Some people have argued that president Obama uses plenty of gestures and powerful speeches when addressing people. The combination of speech and gesture has been identified as the major strength making Obama to be a good communicator. Although earlier researchers identified that pointing of fingers while explaining a point may imply insults, this trend has slowly lost strength and the gestures are now the most powerful way of gaining the attention from the audience while giving a speech (Pincus, 2009). President Obama combines these two elements speech and gestures.

What are president Obama listening skills
The most listening skills that should be emulated from president Obama are quietness and patience as well as engaging the listener when providing a speech. Throughout his presidential campaign, President Obama engaged his listeners and through his listening, he was bale to acquire alternative viewpoints as well as responding to a varied number of perspectives.

What are his verbal and non verbal forms of communication
President Obama combines both verbal and non-verbal communication skills and comes up with a blend that gives perfect results. Among the non-verbal forms of communication, Obama uses the power of his facial expression such as smile to win the peoples support. His open smile has been known to spur a sense of good hope in even the situations that are difficult to pursue. A good leader should give hope to the people and this is the philosophy and slogan that Obama has maintained right from his presidential campaigns until the time when he is still in office (Boother, 2008). Obamas use of gestures while giving out speeches is another powerful non-verbal form of communication.

President Obama uses the power of the spoken work to win the peoples votes. The Economic Stimulus campaigns and the health system campaigns are some of the projects that Obama has taken time to convince people o support. He convinces people through verbal means, reaching them and discussing issues in universities and public meetings.

Analysis of his communication skills (Press Release, 2008)
The communication skills of Obama can be said to have matured and best suited for his cadre. Although some critics argue that Obama has poor communications skills, he has been awarded honors of being an excellent communicator. It goes without doubt that Obama is a good communicator, greater than majority of leaders in the United States. He made it to presidency due to his power of verbal and non verbal communication skills.

Why write about president Obama
Writing about president Obama and his strong command of speech sheds great light on the requirement of any person to become a good communicator. From Obama, it can be learnt that communication does not only involve talking but also making efforts to make some gestures. Obama made history when he was elected as the first black president in the white house. This great achievement has been analyzed and most of the secret lies on the power of Obamas communication skills.

One of the most essential and vital skills that all humans beings possess is communication. Although some of us do trivialize the effects of our mode of communication to those around us, the way we communicate does have a lot of significance and influence on our audience. Public speaking figures utilize these effects to appeal and keep their audience captivated using different styles and modes of communication they seem to understand well the effects communication can has on their audience. To illustrate these effects, my paper will focus on Hilary Rodman Clintons communication style and the way it influences the appeal she has on the American public and the world as a whole.

The American secretary of state is a good communicator and is particularly known for her masculine communication style. Hes known for her charming speeches and as communication analysts do report. Her style is described as direct and somehow lawyerlike, although it does not bring the audience to empathize with her side a lot. This style is credited for making her achieve the successes she achieved in presidential elections and also in her first term as secretary of state (Grutgold, 2007)

In terms of non verbal forms of communication, Clintons most notable of them are a wide open smile and standing while her arms straight on hers sides. Her tone of communication characteristic of her verbal communication style is described by Calliope (2009) as being analogous to that of a mother addressing her children. He also describes her as having innate ability to be almost but not hectoric the sort of come on lets get your act together, lets go.. Calliope has the opinion that this feminine and motherly tough love style of communication somehow works to her advantage sometimes.

Clinton speeches are applauded for being in depth and well crafted, especially when they are being directed to her opponents. Shes known for speeches that are tactfully designed for shaming her fierce critics and winning their support. The major weakness associated with her while giving speeches is that one can tell what her reservations about an issue are because her body language just sells her away. She has also come under attack by body language experts for smiling a lot during her speeches leading to some of them concluding that some of the smiles are not genuine (Jonathan, 2009).

In my essay, I have opted to discuss the secretary of state Hilary Clinton because as the secretary, shes the countrys head of the diplomatic arm and her decisions and speeches will influence the course of the United States foreign policy for the time she will be in office. For example, a speech in which she condemned Chinas policy of cyber protectionism has sparked a diplomatic row between the United States and china that has even continued to the present. To other countries guarding internet freedom might seem to be a noble idea but it is different with the Chinese government and this illustrate just how different people will interpret and be affected by the way we communicate

In summary, her direct, masculine and tough style of communication will continue to elicit mixed reactions in people and will continue to earn her friends and foes alike for the time that she will be in office.

In the present age of globalization, businesses are increasingly expanding across national borders in search of opportunities in diverse foreign markets (Guffey, Rogin  Rhodes 2009).  While this is a positive move especially for the profitability of the business, many companies face numerous obstacles while undertaking this venture.

These obstacles often result from the intercultural differences between those involved in the business. Intercultural business ventures often present companies with unfamiliar relations with other businesses which more often than not have different ways of conducting business than what they are used to.

Acciaio Steel Company seeks to establish inroads into China and phase out its local operations. In this regard, it will be very imperative that the company gets a clear insight of this overly significant move that it is undertaking and what it shall entail.  The company should familiarize itself with the Chinese mode of doing business in order for it to succeed in its objectives.

Basing on the fact that the company does not have a lot of experience working in China, it is also important to ensure that it establishes relevant and effective intercultural links with an appropriate Chinese partner with whom it is hoped that the company will develop a long lasting, trustworthy relationship.

Furthermore, Acciaios existing partnership with one Chinese import-export company is expected to significantly ease the process of identifying a suitable partner in China.  Our relationship with this company will also be in focus noting its strategic position in the industry.

In light of this, Acciaio is faced with a number of tasks that it needs to fulfil in order for it to achieve its goal.  Key among these tasks is to identify and partner with a suitable Chinese Steel supplying company with competitive prices and that gives us minimal financial risks, thereby guaranteeing our survival in the industry.  This is especially important seeing that the company will be phasing out local operations and therefore will be very dependent on its Chinese partner.

Another concern for the company as it takes this venture is how it should handle all the tasks and details involved in starting up and implementing the partnership with the Chinese supplier from the period of negotiation to that of contracting. These may be done during the negotiation stages or any other time thereafter. This is important since it will help us to deal effectively with any differences or issues that may arise.

In addition, both Acciaio and its expected Chinese partner will need to identify individuals in the respective companies that are best placed to handle the negotiations.  Finally, how there is need to analyze how agreements or contracts between the partners will be drafted and where will the legal team be drawn from.  Therefore, this paper is aimed at examining these tasks and coming forth with a way forward keeping in mind the cross-cultural nature of the companys business venture.

Identifying a partner
A common problem that arises out of inter cultural relationships is the cultural differences that may exist between the parties involved.  Pan, Scollon and Scollon (2009) argue that these differences in cultural approaches are capable of stopping or derailing any efforts to establish deeper cross cultural interaction between individuals or groups.

These cultural differences can be explained using Holfstedes dimensions of cultural variability.  Holfstede (cited in Gudykunst 2003) identified four aspects of cultural variability.  These are individualism  collectivism, low  high power distance, masculinity  femininity and low  high uncertainty avoidance.  These dimensions help in explaining why some cultures have different approaches to the way they deal with each other and also those outside the cultural group.

In the first dimension, an individuals goals are usually more pronounced in individualistic cultures while collectivistic cultures emphasize on a groups goals.  The second dimension has the members of high-power distance cultures accepting that power is part of the society while members of low-power distance societies are of the view that power should be used only when justified and by a legitimate or expert party.

High uncertainty avoidance cultures have clear rules and procedures to guide interactions and behaviour in all situations while in low uncertainty avoidance cultures, these rules and norms are rigid.  Finally, cultures of high masculinity value ambition, material things, assertiveness, power and performance while high femininity cultures value caring for others, being nurturing, quality of life and service.

In view of the Chinese society, the first dimension of cultural variability is predominant. The Chinese are a collective culture and therefore the kind of business they conduct is largely shaped by their collective identity.  According to Cushman and King (2001), the Chinese practice Guanxi which basically refers to a blood andor social connection between different people and that defines their relations and actions (p. 114).
The Guanxi system is not only reciprocal but also most importantly definitive of the Chinese way of interaction and doing business.  This feature makes most Chinese business people to look at any outsider as untrustworthy.  In order for us to gain the trust of Chinese business people and also identify a trustworthy partner in the country, Acciaio will need to lubricate interpersonal relations with the Chinese by engaging and sharing in social activities like wining and dining with the potential partner.

Jandt (2009) further notes that communication in high context cultures like the Chinese is more indirect because of the fact that the Chinese culture places greater concern on inclusion and interdependence and the Chinese would most likely prefer to use indirect-face negotiation.  This implies that they would prefer to negotiate through an intermediary as this will reduce chances of confrontation or losing face (p. 74).

An intermediary will therefore serve not only as a link between the two partners but also help in establishing a trust relationship between them.  Usually, the intermediary is familiar for both parties and can be trusted by them.  It is also important that they have some level of experience in the field.

It is for this reason Acciaio Steel Company will need to take advantage of its existing partnership with the Chinese importexport Company.  This company should act as an intermediary between the two parties.  This will prove advantageous since it has experience dealing with companies like ours and enjoys an existing trust relationship with other steel companies in China.

Negotiation timeframe
It is important to note that different cultural orientations have different approaches to doing business.  These approaches may have significant impact on the amount of time that is likely to be taken in negotiating and therefore on the period before implementation of the deals will be put into effect.

According to Chen (2003), the Chinese take a slow and largely patient approach to negotiation (p.114).  This is especially because a lot of time is spent on building relationships with the potential business partner before, during and after the negotiations.  The reason for this is that they prefer to gauge the suitability of the partners before getting into an agreement with them.

This is in sharp contrast to Western negotiators who put a lot focus on sealing deals quickly and very little time is spent on building relationships.   Acciaio Steel Company needs to put this into consideration and be patient and understanding of the partners business practices.  This however, should significantly increase the time within which Acciaio is expected to achieve its goal and have the steel supplies arriving in the local market.

Further, Fang (1999) has noted that unlike other cultures where the negotiating parties are more likely to have the final say when making the deal and would have very little consultation, Chinese negotiating parties usually have to consult with a number of parties that usually operate behind the scenes before giving a final position on the deal (p.213).  

These include the government and family members that usually hold stakes in company operations decision making in China.   This also substantially lengthens the negotiating process to accommodate these behind the scenes negotiations.

According to Solomon (1999), it is common practice for Chinese officials to prolong the negotiation process.  This is in order for them to explore their partners patience, flexibility and views (p. 5).  Based on this, the company will have to allow for a longer period of time before it can start running its normal operations. Steel products from our potential Chinese supplier should start coming into the country after the finalization of these processes.

Negotiating team
Another important factor that the Company should consider in the negotiations with its potential Chinese supplier will be the size and composition of the negotiating team.  This is because, while it may be of little or no significance who an Italian company sends to a negotiation table, the Chinese read a lot into the composition and size of a negotiating team.

Therefore when Acciaio Steel Company is deciding on who will represent it, a few factors are considered.  Chen (2003) has pointed out that the Chinese are very respectful and sensitive to business and corporate ranks.  In other words, the people sent to represent a company at negotiations speak a lot of the intentions and capabilities of the company.

He argues that if the company that is negotiating is represented by an individual of high authority or rank, it sends a message to the Chinese that it values both the deal in question and the negotiation process (p. 143). The Chinese are also likely to send high ranking officials to the negotiating table.  The reason behind this is sometimes to intimidate the other team which may not be represented by a top ranking official.

It is in this regard that it will be imperative for Acciaio Steel Company to be represented by some of its top management that should be backed by a number of other expert officials from the finance and legal departments at the negotiations.  The Chinese are likely to present a large delegation at the negotiations.  This should not intimidate the team as it is also an intimidation tactic.

Contract
When dealing with people from different cultures, it is always important to consider their norms and business practices.  This is especially applicable when the two parties have not had much previous contact as is the case of Acciaio and its potential Chinese partner.  It is evident that even when it comes top coming up with a contract that needs to be signed by the parties in the deal, Acciaio will have to understand and put in practice while coming up with the contract.  During this contracting phase, there are a number of factors that need to be considered.

First, it is important to take note of the fact that Chinese business people do not usually sign contracts without first establishing personal trust with their potential partners or clients.  This is because, as Cheng-Shu (1996) indicates, to the Chinese trust between them and their business an associate is more important than coming up with a formal contract.

Further, Bucknall (2002) has noted that the Chinese view contracts as very flexible documents that can be amended even after its signing.  They are therefore more likely not to put a lot of emphasis on the initial document.  As has been discussed earlier, while building lasting relationships and trust between themselves and their potential partners, Chinese business people put more emphasis on the processes before and after negotiations than on the actual contract.

However, despite of this, the Chinese put substantial value on the contracts.  Fung (1999) points out that the Chinese view contracts as a show of the other partys commitment to starting a lasting business relationship.  Therefore, as much as they may not be the party that will be pushing for a perfect contract, they respect the principle and value contract signing.

Due to the obvious contrast in the levels of emphasis placed on the contract between the Chinese and Italians, it would therefore be in the best interests of Acciaio Steel Company to draft the legal contract for the partnership.   This will give the company an opportunity to put in paper its expectations from the partnership and also address any arising legal issues.

In regard to the contract itself, Zinzius (2004) explains that for the Chinese, contracts basically serve the function of creating a framework for the desired business relationship.  Chinese business people also regard the contract as a document that can be modified even after it has been signed (p. 72).

The contract should be drafted in both Chinese and Italian.  It is also important that whoever will draft the contracts for Acciaio Steel Company makes sure that both the Chinese and Italian versions of the contract are exactly translated.   This is because, in case of any issues of contention that may arise in the future, the Chinese partner will hold the version written in Chinese as the valid contract. The Chinese also put very little emphasis on including special paragraphs, phases and legal jargon on contracts (p. 73).  This way, the drafter gets a chance to include issues of responsibilities in the contract and make it easier to comprehend for both parties.  Also, the use of long catalogues of demands should be avoided.

Finally, Tian and Lo (2009) has noted a few conditions that a legally enforceable contract with a Chinese company must meet.  First, there must be an offer and acceptance by either of the parties involved in the negotiation.  In our case, the offer will be Acciaio Steel Company asking to import steel products from the Chinese partner with the acceptance coming from the partner who should accept to supply the steel product (p. 130).

There should also be a subject matter with the titles or names of the parties involved, the quantity or quality of steel products, the price at which they will be supplied, the time limit and the details of performance which should include conflict resolution mechanisms (p. 131).

It is clear that Acciaio Steel Company will have a number of factors that it will have to put into consideration as it seeks a suitable business partner in China.  These factors are mainly based on the fact that the company is new to Chinese business partnerships and also because of the significance of the deal as the company is seeking to attain a reliable and suitable partner.

In the first instance, the company will need to adapt to the Chinese system of doing business and understand that the Chinese are a collective culture unlike Italians.  The Guanxi concept of conducting business by the Chinese will vastly determine whether the company will gain access into the Chinese market.  Therefore, it will be important for the company to take advantage with its existing relationship with a Chinese Steel import-export company.

Secondly, the company will need to take into consideration the fact that it may take a long time before we finally have the Chinese steel products coming into the Italian market.  This is because of the Chineses patient approach to business negotiations which involve a long period of relationship and trust building and behind the scene consultations that prolong the negotiation process.

Establishing a trust relationship with the Chinese will not only be of benefit to the Chinese but also to our company.  This is because it will give us a chance to gauge whether we are getting into a trustworthy and steady long term business relationship.  This is especially important considering the weighty nature of our business interests in China.

In addition, the company should ensure that it is represented by a suitable and competent team at the negotiations with its potential Chinese partner.  This team should preferably be made up of high ranking company officials like the CEO and his company executives who are backed by other expert officials in order to save the company face.  This will show the companys seriousness in making the deal and building a lasting relationship with its Chinese partner.

Finally, when making the contract between the two partners, Acciaio Steel Company should take the lead in drafting the contract.  This is expected to ensure that the companys objectives are met.  It will also give us an upper hand in including details and duties as it best suits us.  The contract document should be written in both Italian and Chinese with both translations being exactly the same.  It should also have all the specified qualities of legal contracts as determined by both Chinese and Italian law.  It should also be detailed enough to cover all aspects of the deal as pertains both the Company and the Chinese supplier.

Closed Back Window
         
Window Type Closed Back window
Type of retailer This window is part of the department store Harvey Nichols SpringSummer 2010
Compositiongrouping This is a balanced composition with the two mannequins complementing each other.
Focal Points The focal point is the bright yellow mannequin which directly attracts attention to the grey dress and further on guides the eye towards the whole composition.

Design Techniques There is a design contrast with both the mannequins facing opposite directions. Rhythmic radiation used with shapes focusing around the two mannequins draws the eye towards them.
Colour story The background utilizes achromatic colours, whitegreyblack in contrast to mannequin being chromatic (neon yellow) in colour.

Theme or message A bold sexual theme displaying Female- Male interaction with the use of a fluorescent shade.

Open Back window

Window type Open back window, full glass

Type of retailer High street multi-brand boutique

Compositiongrouping Repetition grouping and an odd number of mannequins makes this a balanced composition.

Focal Point Black and white print dress in the middle on right hand side
Design techniques Rhythm is created in this composition through alternation on the wallpaper with the use of black and white wallpaper. This is also reflected in the costumes of the mannequins. The composition also employs progression in an interesting fashion, with the gradual increase in the size of the dresses of the mannequins as the eye travels with them.

Colour story Use of a monochromatic colour scheme, creating impact through patterns and mannequin repetition

Theme or message The theme of this display is clearly black white and grey, and how these monochromes can be used to produce a diverse range of garments.

Arcade Window

Window Type Arcade Window

Type of retailer Mid-end multi-brand shoeclothing retailer

Compositiongrouping grouping of mannequins is repetition they are standing next to each other at an equal distance between.

Focal point Turquoise dress  yellow cardigan

Design techniques Shoes are placed on repeated staggered forms, The rhythm is repetition which is seen through the continuous shoe shelves placed along window

Colour story Triadic due to 3 main colours in display  yellow, blue, brownred are equally placed around the colour wheel.

Theme or message There is a spring theme through the use of vibrant colours spring summer collection garments  shoes.

Showcase Window

Window Type Showcase window

Type of retailer Prada ( High end designer boutique)

Compositiongrouping This is a balanced composition with the two showcase windows in perfect harmony with each other.

Focal point The designers names catches immediate attention no matter which side you approach the store.
Design techniques The graphics of the palm tree in the background are in muted shades to complement the monochrome theme. There is a minimalist use of props to ensure that the products remain the hero of each of the two windows.

Colour story Monochromatic hues are used with the background in neutral colours as well so as to not take away from the product.

Theme or message The theme is that of exclusivity, and the showcasing of head turning high end fashion accessories.

Windowless Window
     
Window type Windowless window

Type of retailer Mono-brand concession store within Harvey Nichols

Compositiongrouping The display of the two mannequins grouped together shows an asymmetrical triangular composition which is balanced.

Focal Point(s) The focal point is the model display since the eye goes immediately to it
Design Techniques Repetition of the products all around the display helps in keeping the mannequins at the centrepiece of the composition.

Colour story Largely monochromatic colours have been used, but there is a dash of bright chromes here and there to break the monotony and for this analogous shades of reds and yellows have been used.
Theme or message The theme of this display is of being very friendly and approachable, at the same time coming across as fashionable and smart.

Focal point

Synopsis
A visually arresting composition, this display relies on sheer shock value to talk to its consumers. The use of striking asymmetrical props heightens the sense of drama being played out and is immediately noticed. The real hero of the composition however is the effective play of colour. The monochromatic background and props are offset beautifully with an eye catching bright chrome shade in the centre. This forces one to notice the dress on the female mannequin and as the eye travels, the outfit of the male mannequin is also noticed. As a consumer it would immediately arouse curiosity and I would like to see more of the store.

Focal point

Synopsis
A simple and hard working display, it lets the products do the talking and there are no props to distract from the real business. The use of monochromes on the background ensures that the attention is fully focussed on the dresses. The interplay of patterns, texture and progression ensures that the composition is in harmony and soothing to the eye. No chromes are used anywhere to ensure that the display stays true to the theme. As a consumer, I would be able to admire the detailing in all the dresses and go it to check out more.

Focal point

Synopsis
The staggered blocks of the product create a sense of space and also throw light on the plethora of options the shop has to offer. The focal point of the first mannequin in arresting bright chromes also guides the eye towards the whole composition and one notices the Win a 200 pounds spending spree for Mothers Day stickering on the faade of the display. This acts as a great hook to get consumers to enter the shop. The spring theme is also accentuated with the use of the triadic colours of blue, yellow and brown in bold playful shades. This would definitely appeal and I would want to enter the store to check out more.

Focal point

Synopsis
This display is essentially showcasing its exclusive products without distracting with a bold colour scheme or composition. The products are truly the real stars as amplified by the muted background and the play of light. It appeals to the sophisticated clientele who is seeking a premium experience, and this will ensure that he stops and takes notice. The designer name is also in a monochrome and not too striking to spoil the harmony of the composition, and helps in guiding the eye towards the products on display. There are no bold hues or striking props and the statement is being made by the combined might of the designer name and the breathtaking products.

Focal point

Synopsis
A very functional composition it clearly makes the products the hero and ensures that the mannequins remain the centrepiece around which the products are displayed. In a sense, the display here is part of the retail landscape and seamlessly blends into it thanks to the monochrome theme and the use of a soothing cream shade as the background. The occasional monotony that creeps in with so much of a pastel palette is offset with the use of an occasional bright hue here and there, which also adds a touch of vibrancy. Overall, it is a very non-intimating display as should be with a concession store, and totally urges the consumer to walk in and explore further.