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We would like to be like Armani is for the Italians, to be the future Ambassadors of Chinese culture, as Shanghai Tang gains

strength.
Raphael le Masne de Chermont

| LEADERSHIP OF DAVID TANG

| DIFFERENCES IN THE LEADERSHIP STYLE

| TANGS MARKETING STRATEGY

| CHALLENGES IN REDESIGNING SHANGHAI TANG

| LEADERSHIP OF DAVID TANG

AUTOCRATIC LEADER
with narcissistic elements | engages attention and power | egotistic need for power and admiration | flamboyant personality | high on aspirations | cultural oriented

"The aim is to glorify China, to bring its traditions the recognition they deserve," he says with a gesture that sends cigar ash flying. "I want to create an empire."

| LEADERSHIP OF DAVID TANG

INFLUENCES
Personality
Culture
| Entrepreneurship | University Professor | Chinese Culture | Anglo-Saxons Culture

Human Nature

| Born in a rich family

| LEADERSHIP OF DAVID TANG

Personality Culture Human Nature

| DIFFERENCES IN THE LEADERSHIP STYLE

DEMOCRATIC LEADER
| favors decision-making by the group | modern and visionary approach | integration of various cultures into the management

Personality Culture Human Nature

| Adaptive towards other opinions

| Worked in French luxury companies


| French Culture

| DIFFERENCES IN THE LEADERSHIP STYLE

Personality Culture Human Nature

| TANGS MARKETING STRATEGY

BRING CHINA TO THE WORLD

My cultures way

CULTURAL DOMINANCE

CULTURAL SYNERGY

CULTURAL COMPROMISE CULTURAL AVOIDANCE CULTURAL ACCOMODATION

Their cultures way

| TANGS MARKETING STRATEGY

MADE IN CHINA

MADE BY CHINESE

CHANGE AT IMPLICIT LEVELS

CREATING A BRAND THAT INHERITS


BEAUTY

OF CHINA

CULTURE OF CHINA

| CHALLENGES IN REDESIGNING SHANGHAI TANG

WHAT DID GO WRONG


| LACK OF EXCLUSIVITY | OBSESSION WITH UNITED STATES | IGNORANCE OF CULTURAL DIFFERENCES BETWEEN CHINA AND U.S. | STEREOTYPE PRODUCTS ONLY APPEALING TO TOURISTS | ALIENATING POTENTIAL ASIAN CUSTOMERS

| NON FEASIBILITY OF ASPIRATIONS

| CHALLENGES IN REDESIGNING SHANGHAI TANG

CHALLENGES
| Entering new markets | Gaining acceptance of wealthy non-Chinese customers | Regaining the market share in China

| CHALLENGES IN REDESIGNING SHANGHAI TANG

CHALLENGES
| Regaining the market share in China

CHINA ON ITS WAY....

COLLECTIVISTIC

INDIVIDUALISTIC

CLOSED CULTURE

OPEN TO OTHER CULTURES

| CHALLENGES IN REDESIGNING SHANGHAI TANG

REMEDIES
| Collaborating with top fashion designers | Combining Chinese culture with European designs | Start lines of products more affordable | A new clothing niche, with wedding gowns | High profile collaboration with celebrities

| Opening stores in new locations outside China

| CHALLENGES IN REDESIGNING SHANGHAI TANG

POTENTIAL FUTURE
| Digital on-line campaign City Chic | Launch of a new music collection | Shanghai Tang cafes, providing fine dining experience | Home decoration service | Formulation of Mandarin Color society

THANK YOU

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