Beauty Sculpt for You: China Market Entry Strategy

Today society is filled with the obsession of promoting a self-image of beauty and perfection. Individuals take extreme measures to reach the goal of a flawless body, however with the so many innovations beauty can be accomplished with no surgery a balanced diet and exercise. “Beauty Sculpt for You” is a procedure that is pain free consisting of ultrasound cavitation, radio frequency, suction, and with lipo pads. The benefits of an ultrasound cavitation liposuction treatment are the following: Improve blood circulation, lymph circulation, improve skin texture, body tighten, excellent performance of body shaping, so surgery or pain. No anesthesia needed or required, removes fat cells permanently, cellulite therapy, and connective tissue tightening. The advantage of this treatment that it can be done from the comfort of one’s home, without the necessity of travel to a spa and spending over 200 dollars per session.

Product for Globalization

Thus, the selected product, which is intended for distribution to other markets, is the cosmetology device with which “Beauty Sculpt for You” is performed. Since the service itself cannot be extended to other markets, the decision to develop the commercial appeal of the apparatus product seems very justified. Also, the international expansion should bring the desired effectiveness because the issues of excessive weight and the desire to achieve aesthetic perfection of the body are permanent and do not depend on the region. In other words, “Beauty Sculpt for You” has the potential to be a commercial success in other markets.

Location for Global Expansion

Placement strategies in new markets can vary, and it cannot be said that there is a universal rule that guarantees success. On the contrary, the guidelines and criteria described below may be favorable for “Beauty Sculpt for You” but utterly unsuitable for other businesses. It is critical to emphasize that each company, when intending to expand into new markets, should conduct an individual audit rather than relying on success stories. For the purposes of this product, it was decided to investigate only those regions with the largest populations. The choice of this policy is justified: since it is assumed that the product offered will be top-rated among the majority of the population, choosing countries with initially larger populations increases the statistics of commercial benefit.

For the present analysis, the approach chosen was a study of the ten most populated countries. For this purpose, the material prepared by Hawal (2021) was used, although population data is publicly available, which means that any other source could have been consulted. Among the potential candidates for expansion, the following countries should be considered:

  • China with a population of 1.439 billion.
  • India with a population of 1.380 billion.
  • The USA with a population of 331 million.
  • Indonesia with a population of 274 million.
  • Pakistan with a population of 221 million.
  • Brazil with a population of 213 million.
  • Nigeria with a population of 206 million.
  • Bangladesh with a population of 165 million.
  • Russia with a population of 146 million.
  • Mexico with a population of 129 million.

Economic Growth (GDP)

Another, no less critical criterion under observation is the level of gross domestic product. Primarily, it should be said that GDP is standardly understood as the value of all services rendered and products produced in the country for a specific reporting period: as a rule, for a year. Thus, the higher the GDP, the more developed the economy is because its resources work more intensively. The decision to choose the country with the highest level of GDP was also justified by the assumption of the most developed market. In other words, entering the markets of developing countries with the new product “Beauty Sculpt for You” might seem like a ruinous idea because society would not have enough money for this level of self-care. On the contrary, prosperous, developing economies with high GDP growth usually reflect high chances for territorial development of a new product

It is worth realizing, that GDP itself can be a relatively weak function because of the disproportionate value of the services and products produced and the population. Instead of focusing only on this parameter, it is also appropriate to turn to the economic growth rate, expressed as a percentage. In short, economic growth refers to an increase in the output of goods and services for a particular country. The information below was compiled by synthesizing material from Bajpai (2021) and WPR (2021). Thus, among the ten fastest-growing economies in the world, the following candidates have high practical value for launching “Beauty Sculpt for You”:

Region Economic Growth (2021) GDP (2019-2021)
India 11.5% 11
China 8.1% $13.40T
Spain 5.9% $1.50T
France 5.5% $2.88T
USA 5.1% $20.49T
Indonesia 4.8% $1.21T
UK 4.5% $2.83T
Mexico 4.3% $1.30T
Brazil 3.6% $1.87T
Canada 1.9% $1.71T

Table 1. Economic growth and GDP data for the top 10 countries.


Finally, the third important criterion for this paper is Foreign Direct Investment. In short, FDI is the parameter corresponding to investments aimed at the long-term control of the investor over the economic activity of the recipient company in another country. In other words, it is the purchase of a controlling stake in foreign companies in order to control them. Kearney (2021) lists 25 countries with the highest FDI index:

Region FDI
USA 2.17
Canada 2.10
Germany 2.07
UK 1.99
Japan 1.98
France 1.95
Australia 1.90
Italy 1.88
Spain 1.86
Switzerland 1.86
Netherlands 1.82
China 1.81
New Zealand 1.78
Sweden 1.77
UAE 1.77
Singapore 1.77
Belgium 1.74
Norway 1.73
Austria 1.72
Portugal 1.71
South Korea 1.71
Denmark 1.70
Ireland 1.66
Brazil 1.64
Finland 1.63

Table 2. FDI data for the top 25 countries.

Decided Country

Based on the data of the analysis, only one country was selected as the primary attempt to expand “Beauty Sculpt for You geographically”. Among all the candidate countries, special attention should be paid to China, because after the USA, which is the home country of the company, it is the second leader in the list. China is the absolute leader in terms of population and holds one of the top positions in terms of GDP and FDI. Consequently, choosing China to invest in product development in the local market is a potentially successful strategy to distribute.

Totals for the ten countries and calculation of the sum
Table 3. Totals for the ten countries and calculation of the sum.

Political Influences on Globalizing “Beauty Sculpt for You” in China

Although China represents an enormous untapped potential in regard to the opportunity for expansion and the promotion of the brand to the target audiences, several political factors may impede the further promotion of the product and the development of a strong supply chain within the target setting. Namely, the fact that all trade-related interactions within the Chinese market are rigidly controlled by the state government and the Communist party is likely to pose a problem. Due to the rigidity of legal standards imposed on trading partners within the Chinese market by the Communist Party, the threat of the company’s economic growth and the attraction of new customers may be heavily jeopardized (Irwin Crookes & Farnell, 2019). Due to the possible restrictions set by the authorities, the process of service delivery may be disrupted, causing the quality of the end product to drop (Irwin Crookes & Farnell, 2019).

To prevent the quality of the end product to become disrupted, it is vital to ensure that the organization has enough strategies to confront the possible limitations. Despite the model of a free market being promoted actively as the hegemonic approach toward regulating the market relationships within China, the government still has a strong grip on the key transactions. As a result, when introducing the service into the Chinese market, it is crucial that the service and, particularly, the elements of its brand image should not conflict with the established standards and policies of the Chinese government and Chinese Communist Party.

Economical Influences on Globalizing “Beauty Sculpt for You” to China

In turn, the economic factors defining the performance of the organization in the Chinese beauty industry are largely positive. Given the recent economic breakthrough observed in China, particularly, its skyrocketing GDP rates and the ample consumer purchasing power, introducing the “Beauty Sculpt for You” into its setting seems to be a reasonable decision. Specifically, since China has experienced a significant economic upheaval, “Beauty Sculpt for You” will be affordable for most members of the target audience (Irwin Crookes & Farnell, 2019). By globalizing the product to the target location, one will be able to improve the performance of the product in the global market as it is introduced to another economic setting.

Considering that the Chinese economic setting has some markers of free-market economy, advancing the product into it and promoting it to the target buyers will be comparatively easy (Irwin Crookes & Farnell, 2019). The fact that the beauty industry has been flourishing in China deserves a mentioning, specifically, reports show that the Chinese beauty industry revenue reached 340 billion yuan in 2020 (“Retail sales value of cosmetics by wholesale and retail companies in China from 2010 to 2020 (in billion yuan),” 2021). The beauty industry has been growing exponentially, shifting quickly into the e-commerce realm. For this reason, introducing “Beauty Sculpt for You” into the Chinese market might seem challenging given the rates of competition, yet ultimately beneficial for the company’s development and expansion into the global economy.

Location Is Currently a Moderate Level of Economic Development

As emphasized above, China is currently experiencing active economic development, with multiple improvements and innovations introduced, including the focus on e-commerce. Therefore, China can be considered at a fairly high level of economic development. Although China is technically labelled as a developing country, it has shown enormous progress, which is why it can be deemed an environment with a massive potential (Li et al., 2020). For this reason, pursuing opportunities for expansion in it makes quite a lot of sense for a company willing to expand into the global setting.

One could argue that the level of economic development shown by China over the past decade allows placing it at the level of a developed country. However, the observed improvements still coexist with a noticeable income gap and the presence of high poverty rates within the state (Li et al., 2020). Therefore, Chinese economy cannot be defined as developed yet. In order to reach the specified status, China will need to solve its social issues, particularly, the distribution of resources and the social hierarchy concerns. The restrictions on international trade have resulted in the economic concerns such as underrepresentation of a range of global brands in the Chinese market. Therefore, the lack of competition from global monopolies is another important advantage that “Beauty sculpt for You” will enjoy in the Chinese cosmetics market.

Legal Influences on Globalizing “Beauty Sculpt for You” to China

The effects of regulations on the performance of the product in the Chinese market are also going to be quite pronounced. Since the Communist Party in China defines most of the business- and trade-related transactions within the Chinese economic context, the legal standards set by the party will affect the company’s performance to the greatest extent (Liu & Zhou, 2021). Specifically, it is worth remembering that the cosmetics industry in China is defined by the standards outlined in the China Food and Drug Administration (CFDA) (Su et al., 2020). Therefore, the legal repercussions of failing to comply with the CFDA’s provisions should be deemed as the primary focus of the company’s future performance in China.

Some of the concerns presented is the hygiene issue that should be addressed in order to meet the legal standards of the Chinese beauty market. Namely, the requirements established by the General Administration of Quality Supervision, Inspection, and Quarantine of the People’s Republic of China (AQSIQ) should be regarded as vital when shaping the company’s strategy in the Chinese market (Xu et al., 2020). Specifically, it will be necessary to ensure that the advertising techniques, as well as the services themselves, do not infringe upon the rights of customers and are not conducive to any adverse outcomes.

Cross-Cultural Management and Interactions

To approach the Chinese beauty market, a thorough cultural analysis of the target customers is required. Specifically, Hofstede’s Cultural Dimensions model will be needed to understand the specifics of Chinese customers and their behavior. The model suggests assessing a cultural environment based on its propensity toward one of the two criteria per each of the six crucial cultural dimensions. Namely, the model includes indulgence vs. restraint, long-term vs. short-term, masculinity vs. femininity, tolerance of uncertainty (low to high), individuality (low to high), and power distance (low to high) (Pareek & Kumar, 2020). The model helps to assess the target setting based on the key characteristics of cultural traditions and interpersonal interactions. In the context of China, the model can be applied to identify the means of appealing to the target population. For instance, although restraint has been the dominant trend in Chinese consumer culture for decades, a minor trend toward indulgence in light of the recent economic growth can be observed (Pareek & Kumar, 2020).

Chinese customers appear to be oriented toward the long-term implications of their choices, which is why the emphasis must be placed on the utility of the service, specifically, the longevity of the procedure effects and the positive results. Being defined as mostly pragmatic, Chinese culture has created premises for long-term choices and analysis (Pareek & Kumar, 2020). Due to their perseverance that has been culturally infused into their very identity, Chinese people are capable of setting and achieving long-term goals. Consequently, the introduction of the “Beauty Sculpt for You” product will have to be promoted as a long-term solution to skin care issues; particularly, its anti-aging effects and the opportunity to maintain them for a prolonged period of time must be emphasized.

Another dimension that implies comparing the propensity toward feminine stereotypes compared to masculine ones, China seems to be geared heavily toward the latter. Indeed, the present-day Chinese culture is quite masculine-oriented, which can be observed in the values and philosophies that the Chinese community considers as the priority. Specifically, the focus on success and active career building and the pursuit of success define the Chinese identity and spirit (Pareek & Kumar, 2020). In Hofstede’s framework, the specified philosophy makes Chinese culture masculine. The two segments of the product will have to be introduced into the target setting, namely, the services for women and those for men. Both men and women will be able to perceive “Beauty Sculpt for You” as the product that targets their specific needs.

The tolerance of uncertainty, which constitutes the fourth component of Hofstede’s model, is also an important factor in defining Chinese consumers. According to the current behaviors of Chinese buyers, they have a rather high level of uncertainty tolerance (Pareek & Kumar, 2020). Specifically, Chinese consumers are comfortable with ambiguity and are able to adapt (Pareek & Kumar, 2020). Chinese consumer’s flexibility should be added to the analysis as an important advantage for the company. Consequently, the brand image of “Beauty Sculpt for You” does not require drastic changes to be welcomed in the Chinese market. Instead, the company should focus on emphasizing its authenticity effects.

In turn, on the Individuality scale as per Hofstede’s model China scores quite low. Namely, due to the culture of collectivism promoted by the Communist Party, citizens abstain from focusing on individual needs (Pareek & Kumar, 2020). As a result, buyers’ habits are defined by the majority of the population and the general trend. Therefore, ensuring that “Beauty Sculpt for You” gains traction in the Chinese market immediately after its introduction is vital for the brand’s success. The awareness campaign can be conducted by using local Chinese social networks.

Finally, the power distance levels in China need to be discussed. Currently, they are exceptionally high due to the belief that significant discrepancies between classes are inevitable and acceptable (Pareek & Kumar, 2020). For this reason, the social hierarchy within China is to be taken into consideration when introducing the product into the Chinese beauty market. Namely, “Beauty Sculpt for You” will need to be promoted differently to representatives of different classes within China. In the context of globalization, the norms mentioned above may have been changing toward the standards promoted by the West. Indeed, reports show that the younger generation of Chinese citizens shows lesser extent of support for traditions (Pareek & Kumar, 2020). Nevertheless, ensuring that the key Chinese social standards, principles, and ideas are followed is vital for a successful market entry.

Cultural Considerations for Market & Production

Overall, to promote its brand in the Chinese market successfully and enter the target setting quickly, the organization will need to deploy an elaborate customer segmentation strategy based on the stereotypes regarding class and gender that the Chinese community supports. Thus, the “Beauty Sculpt for You” brand will appeal to every segment of the target Chinese population. Furthermore, the “Beauty Sculpt for You” service will have to be positioned as a luxury option that affects the social status of the buyer. As a result, the target population will be attracted to the product immediately, and the entry into the Chinese economic realm will be completed.

Ethical Considerations for Globalizing “Beauty Sculpt for You” to China

Corporate social responsibility in China has a specific history and character. Interestingly, the emergence of CSR was preceded by the existence of danwei, a work unit that acted as the social hub of China and was the sole provider of social services, health care, education, employment, housing, education, and childcare (“Corporate Social Responsibility in China,” 2017). However, after the start of the implementation of the economic reform, this phenomenon has exhausted itself and disappeared. Therefore, when representatives of foreign corporations and subsequently the state began to demand that Chinese companies comply with CSR standards, these requirements were received with due diligence.

Moreover, Chinese socialist and business representatives perceived the CSR requirements as a revival of the danwei. Most organizations already have experience working with social goals, and therefore the implementation of the CSR for the “Beauty Sculpt for You” program is a prerequisite for sustainable success in the Chinese market. Today in China, the Western CSR model is practiced integrated into the Chinese market in the 1990s (“Corporate Social Responsibility in China,” 2017). With the arrival of these corporations on the market, China began to reckon with Western norms and rules to meet the requirements of Western consumers, including regarding the implementation of corporate social responsibility practices.

One of the most important categories of CSR was working conditions in production, which led to improved monitoring and the creation of new labor standards. Subsequently, CSR’s area of interest in China expanded to include environmental protection, education, and healthcare (“Corporate Social Responsibility in China,” 2017). Equally important, the Chinese government fully approves and adopted the CSR practice, which is an additional argument in favor of the need to implement the practice when starting a new business. Notably, the goals of CSR in China have continued to evolve and today include reaching out to multiple stakeholders, including local communities, media, non-governmental organizations, government agencies, and consumers. Typically, companies doing business in China focus their resources on achieving CSR goals that are consistent with the firm’s corporate strategies.

Corporate Social Responsibility — Considerations in Globalizing “Beauty Sculpt for You” to China

Scientists give many examples of why the implementation of CSR practices is a necessary and useful solution for any business. The implications of the implementation of CSR practices for business in the Chinese market are also considered. Liao et al. (2019) note that the use of CSR practices reduces the rates of fraud, in particular, fraudulent financial activities of companies, possibly due to the optimization of the systems for monitoring the financial activities of companies. By voluntarily adopting or initiating CSR practices, “Beauty Sculpt for You” will increase the likelihood of their successful implementation. Scientists also recognize the increased effectiveness of CSR due to the ongoing commitment.

Then, Gong & Ho (2018) discovered two important trends related to the implementation of CSR practices. First, these practices are associated with higher corporate stability. Secondly, CSR practices can be applied by managers in the framework of risk management, which is one of the most important features in this direction. Finally, the scientists concluded that the more competitive the environment, the more effective CSR practices are. This conclusion confirms the need to implement these practices in “Beauty Sculpt for You,” since our company is focused on the mass consumer and operates in the field of beauty, which is one of the most competitive areas on the market, both globally and in China.

Lv et al. (2019) discuss the relationship between organizational sustainability and CSR practices. Organizational resilience is defined as “the ability of a firm to successfully cope with environmental volatility and is realized through improved long-term sales growth and financial volatility” (par. 1). Scientists note that CSR practices ensure and improve the performance of an organization. They also highlight the areas of practice for “shareholders, employees, business, society and the environment” (Lv et al., 2019, par. 2). Lv et al. (2019) analyzed a wide sample of Chinese companies for the period 2010-2017 and found evidence of a link between introducing and updating CSR practices, strengthening the long-term growth of firms, and increasing their financial stability.

At the same time, these parameters have a positive impact on financial stability almost equally, with practices that protect employees, whereas the environment and business have the greatest impact on long-term growth. Scientists, however, have not found a significant link between the implementation of CSR practices concerning shareholders and society and long-term growth. Therefore, “Beauty Sculpt for You” can start implementing CSR practices, given the insights presented above, which can significantly accelerate our business’s achievement of success, financial stability, and long-term growth.

External Factors and Foreign Entry

The PESTLE analysis features the most important insights about the country where the “Beauty Sculpt for You” will be having a business. The political factors may include tax policy, trade restrictions, and bureaucracy (“What is a PESTEL analysis,” 2021). From the political perspective, the new businesses should consider the governmental interference in the business, which can have a form of planned purchases of goods, that is, a ban on the purchase of certain foreign goods, and protection of the labor rights of the local population, including their right to work. At the same time, China is a politically powerful country with the largest number of Internet users in the world and membership in various international organizations such as BRICKS, G8, and G20 (Hodges, 2020). It is also necessary to take into account the complex political trade relations between China and the United States, and the conflict in Hong Kong, to fully understand the specifics of the market.

From an economic point of view, several factors support China as the most attractive market for “Beauty Sculpt for You.” First, the country’s economy continues to grow at a fairly rapid pace, including GDP growth and the FDI figures (Chen et al., 2020). Secondly, soon, a surge in interest in goods sold online is expected due to continued urbanization and an increase in the number of citizens and potential buyers. In general, the most important elements of the Chinese economy are cheap labor and high purchasing power. Both of these factors attract foreign cooperation in terms of investment and export of goods. Equally important, China has investments all over the world, which makes its position even stronger.

The society of China is not homogeneous, and this factor is key in understanding the characteristics of the local market. The Chinese market can be divided into regions with the most actively developed coastal zone and places where changes are not coming so quickly. In other words, China has a large percentage of the middle class, but also a rather serious gap in the welfare of its citizens. However, 96% of the population is literate and 90% have access to the Internet and online shopping (Song et al., 2019). The Chinese society also has such traits as a tendency to maintain traditions and is susceptible to the propaganda and ideological influences of the Communist Party. In particular, a large segment of the Internet is controlled by the state, and local communities can put pressure on those who do not live up to the ideal imposed by the state.

Technology is strength of the Chinese market, with an incredibly large percentage of goods sold on Amazon’s local counterpart, the Taobao. It is noteworthy that although the number of Internet shoppers in the country exceeds that in most countries of the world, the Internet system in China does not always provide an opportunity to use credit cards or other online payment methods (Xiao, 2018). The most important information regarding the Chinese legislation is the existence of laws that govern e-commerce, including consumer rights and how online businesses are registered.

Environmental factors to be considered are similar to those in other developing economies and are related to production activities. Environmental concerns, therefore, include the pollution of the environment by garbage, including huge amounts of plastic, as well as China’s contribution to global warming through carbon emissions. Presumably, “Beauty Sculpt for You” can try to solve some of the problems listed in this analysis using CSR practices.

Globalization Strategy

Considering the analysis outlined above, companies can safely try to enter the Chinese market, as it is full of opportunities. At the same time, it is necessary to take into account some nuances that are sometimes misunderstood about China. First, China is not a homogeneous market and has a wealth gap in society, which must be taken into account when determining the size of the target audience (Hedley, 2021). Second, while business and investment used to be concentrated in the coastal line, that is, the cities of Shanghai, Beijing, and Guangzhou, today investors and exporters are striving to reach more remote regions to attract new buyers. Interestingly, China is protecting its employees, and this affects recruiting practices. In particular, when recruiting managers, it is preferable to select local candidates because they know important nuances about local laws and regulations have a system of relationships with suppliers and have information about regulatory barriers in different regions.

Globalization strategy should also consider the trading barriers, namely the import tariffs, import requirements and documentation, labeling requirements, US export controls, the temporary entry, prohibited and restricted imports, customs regulations, standards for trade and trade agreements. Therefore, the strategy of the global standardization is highly applicable for “Beauty Sculpt for You” to align with the local legal, market, economic, and other requirements. In particular, the US companies should be aware of the tensions in trade relations between the US and China that led to the violation and revision of certain trade agreements.

Globalized Supply Chain

The Greater supply chain for the product of the “Beauty Sculpt for You” should be considered for further optimization. Our product uses sophisticated ultraviolet, laser, and radio wave technologies, so the assembly process is unique. Our technologists have developed a prototype after several years of intensive research and our product is unique. However, the production of the product requires some elements that we, as a supplier, purchase from sub-contractors. Further, our product needs to be packaged, which leads the company to buy a packaging production line or re-use the services of third parties. “Beauty Sculpt for You” purchased its packaging line and launched it after developing the brand and identity.

After the production and packaging of goods that are produced in the United States, they are transported to China by waterways, in containers, on barges. In Shanghai, the goods are unloaded and the logistics partner company delivers them to the warehouses of our online stores, which were registered under modern Chinese law and comply with all norms and requirements of local laws. The goods have been in warehouses for some time, in which the required temperature is maintained due to the design features of these warehouses. When customers buy our product online, they receive rejuvenation devices by mail, directly from our rented warehouses. We also have brick-and-mortar shops in the center of Beijing, Shanghai, and Guangzhou.

These stores have showcases, and the ability to test the product and leave reviews about it. Recently, our stores have been popular with shoppers, possibly due to our successful marketing campaign to our target audience. Beauty Sculpt for You also supplies supermarkets and cosmetics stores throughout China. As noted above, modern China tends to urbanize, so the company decided to establish logistics and extend the supply chain to remote regions to achieve the original goal and reach the widest possible range of potential buyers.

Collaboration with suppliers and other participants in the supply chain, such as logistics companies and display shops, should not be chaotic, but within an intelligent system that pursues strategic goals. Therefore, “Beauty Sculpt for You” has developed a plan for interaction with suppliers and buyers. This plan has the task of increasing customer and supplier loyalty through the implementation of CSR practices, and the use of marketing opportunities.

Globalized Marketing Including R&D

The main strategy of the “Beauty Sculpt for You” is to promote its unique product to the new Chinese market, reaching customer categories that were not previously covered. In particular, “Beauty Sculpt for You” expects to attract people, mainly women, who come from rural areas to urban areas or from more remote urban areas to less distant cities. These buyers want to look pretty, especially when looking at the age group of girls aged 18-28, who pay the most attention to their appearance. The segments of other ages are equally important, as our product fights imperfections associated with skin aging.

“Beauty Sculpt for You” intends to organize the supply chain in such a way as to meet the needs of our target category and be logistically accessible. The company also hopes to keep the price as low as possible to make the product available to a wider audience, and this is the second strategy. Reducing the price will not lead to a decrease in income, as it will attract more new buyers. At the same time, costs such as the cost of goods including the purchase of equipment and monthly salaries to employees. It is noteworthy that attracting the attention of the target audience will allow in the future gaining a foothold in the new market, which additionally justifies the price reduction as a successful strategy. Moreover, lower-priced products will be more competitive and could pose a threat to substitute products such as creams or services in the beauty industry.

Research and development practices implementation will help to make more informed decisions about the target audience. Marketing research is a unique source of information on emerging markets. It is noteworthy that the Chinese market, despite all its differences from the US market, provides marketing research services by local specialists, and these studies carry a lot of useful information and insights from insiders. Based on such marketing research about the nature and habits of the target audience, “Beauty Sculpt for You” will be able to determine the direction of its actions and develop marketing strategies and plans to sell the product to the target audience.

Such marketing plans may include advertising campaigns, as well as the dissemination of product information on social media, through the WoM, and in outdoor advertising, including advertising in store windows. “Beauty Sculpt for You” intends to use innovative marketing research techniques to obtain the most specific and accessible information that can easily become a prerequisite for action. The company will also research supplier preferences to establish the best possible cooperation with them.

For example, “Beauty Sculpt for You” can explore the traditional and most acceptable ways of working that suppliers prefer and optimize their relationship with them based on this information. Likewise, the company will explore the preferred interactions for customers. Fortunately, modern realities offer businesses a huge range of opportunities in terms of logistics and communication with customers. For example, some clients may prefer written communication, others prefer telephone communication. Buyers can also be divided into those who buy goods in brick-and-mortar stores and those who choose goods over the Internet. Each group will receive due attention from the company and will be able to buy the product most conveniently.

Ethical and Religious Considerations in Globalization with Extensions to Human Resource Management and Labor

China is a unique country with a developed culture and religion, which influenced the formation and preservation of the country’s unique flavor, even taking into account the rule of the Communist Party. In addition to its cultural heritage, China is a Confucian and a Buddhist, which explains why many Chinese people strive for excellence in spiritual and material life. Therefore, launching the “Beauty Sculpt for You” product is not just a way to make money by meeting and satisfying the demand for perfect body and beauty that is growing every year, especially in Chinese society.

Within the BELIEVER model, it is also an opportunity to be empowered by the Chinese modern culture, and to create a product that will help every Chinese person to become happier, having the opportunity to have a perfect body and overcoming the complexes that many people have due to imperfections in their appearance. Our product is designed to give people a way to easily materially eliminate their imperfections, and get rid of emotional problems and discomfort. This approach is fully consistent with the optimistic vision of the Chinese nation, and its aspiration for the future, despite the difficulties in government.

Fortunately, the implementation of the project and the market launch of the “Beauty Sculpt for You” product does not run counter to personal beliefs and ethical values. “Beauty Sculpt for You” is a tool and any tool can be used for evil or good. Given the unique qualities and affordability of the “Beauty Sculpt for You” tool, it can help millions of people become more beautiful and self-confident. Physical perfection can be a prerequisite for a happier and more unclouded life. Therefore, selling a “Beauty Sculpt for You” product is an ethical business for sellers and a choice for buyers. All religions teach love for one’s neighbor and love for God. Of course, “Beauty Sculpt for You” has nothing to do with the second concept, but it perfectly implements the first one.

The sale of the product will be carried out within the framework of Kant’s theory of ethics, which proposes to consider people only as ends, and never as means. The cultural relativism approach will also be implemented for better acceptance (Hill & Hult, 2020). The personal CEO managerial decisions will be made within the ethical behavior framework, applying personal ethics, putting realistic goals, and implementing adequate leadership styles to establish the organizational culture.

In particular, the CEO’s leadership style will implement the elements present in the Code of Ethics developed by the Human Resource Management Institute. These are commitments to professional responsibility, professional development, ethical leadership, fairness and justice in business decisions, ethically solving conflicts of interest, and appropriate use of information (“Code of Ethics,” 2021). Specific cross-cultural problems and challenges of HR management in China can be determined using Hofstede’s Six-Dimensional Model of Cultural Difference. Noteworthy, it has a more collectively-oriented and feminine culture, than the Europe and US. These challenges can be overcome by being attentive and ethical to cultural differences.

Ethical considerations can be embodied by “Beauty Sculpt for You” by treating employees and customers with respect for their values. At the same time, ethical values can be realized within a corporate culture that is consistent with the principles of gender equality and where there is no discrimination based on race, religion, or sexual orientation. China has a large percentage of atheists, but Buddhism and Confucianism are also practiced here, this can be taken into account when hiring employees, as they may have ethical principles that they will adhere to. In other words, effective human resources and management will entirely depend on how effectively managers will implement ethical values within the corporate culture.


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