AstraZenica: Mitigating Cultural Differences and Communication Barriers in the Chinese Market

This report discusses the challenges faced by AstraZenica in entering the Chinese market, including cultural differences and communication barriers. It explores strategies to mitigate these risks and establish effective communication within the organization. The report also highlights the importance of understanding Chinese cultural conventions and adapting marketing strategies accordingly. AstraZenica aims to provide quality healthcare services in China at a comparatively lower price, bridging traditional Chinese medical practices with Western healthcare facilities.

AstraZenica

Contents
Introduction......................................................................................................................................3
Conclusion.......................................................................................................................................8
References........................................................................................................................................9

Introduction
AstraZenica is a pharmaceutical organization with headquarter in London, it is one of the
biggest pharmaceutical service provider when all of United kingdom. The need for medical
facilities never goes down. Post covid-19 situation, market for pharmaceutical organizations is
growing rapidly. China holds world’s biggest population and was the epicenter of covid-19 and
therefore have huge scope for this organization. AstraZenica plans on developing its market in
China. The biggest problem that the organization will face will revolve around cultural
differences and communication barriers between two countries. In order to establish a foot in the
market the organization will need to recruit expertise from within their target country which can
become an obstacle in the operations of the organization. This report revolves around mitigating
the risks arising due to cultural sensitivity and focus on the ways to establish a free flow of
communication within the organization to successfully develop their market in China.
Introduction to the developing countries
China has the biggest population in the world. In addition to that China was the epicenter
of covid-19 and therefore have you scope in pharmaceutical organizational development.
According to a report by Chinese government, the best medical facilities that are available in
China are run by foreign companies. Jara si Chinese medical organizations that runs in
collaboration with other foreign medical super powers specialising in providing western-style
healthcare facilities do Chinese people. Chinese medical healthcare services are highly
expensive, according to a report by the Chinese government the healthcare facilities provided by
foreign healthcare organizations or Chinese pharmaceutical organizations that are run in joint
ventures with foreign companies cost 10 times more than that treatment in a Public hospital.
AstraZenica lines on taking advantage of the situation and provide quality healthcare services in
comparatively low price so that they can acquire a gold target customer base and withstanding
excruciating competition in Chinese Market mobile earning good returns on investments. China
have been an epicenter of many viruses, in fact study shows that China has largest number of
newly introduced diseases and viruses in all Asia. Due to the lifestyle the Chinese people lead
along with the food that they eat results in several newly introduced diseases, most of which
never leaves the geographical boundaries of the country. China happy biggest pharmaceutical

market application and scope all over the globe. The country’s healthcare system is highly
expensive and therefore attracts more foreign companies as they can earn good profits in that
market.
Cultural differences
Chinese cultural traditions are very beautiful to experience and gives a better
understanding of life and the differential not from that of United Kingdom. Therefore one of the
biggest challenge that AstraZenica will face while entering Chinese Market will be the cultural
differences in the two countries. The code of conduct in organizational contact disperse a lot.
Mobile the organizational code of conduct in United Kingdom focuses on universalism, Chinese
organizational code of conduct revolves around ideology of particularism. United kingdom's
organization focuses on establishing their working on trees in such a manner that it is compatible
with the dynamic environment all over the globe, while Chinese organization focuses
particularly on the convention of Chinese Market. Therefore any organization entering the
Chinese Market have to modify the code of conduct in accordance to the conventions of Chinese
Market ideologies. While the methodologies used in Chinese Market focuses on the idea of of
product modification without interfering with the process. The process determination in Chinese
Market are not flexible, while the organizations functioning in Chinese Market are willing to
modify their product in accordance to the current need of the market, they do not want to
interfere with the processes associated with acquisition or purchase of these commodities for
resale purposes. The code of conduct followed by organizations working in United Kingdom are
specific about their products, they do not want to interfere with the overall quality of their
products, but they are willing to modify the processes required to acquire or produce these
products in accordance to the cost minimization needs of the organization. These two
methodologies are contradicting to each other and therefore will supposably become a threat for
the organization entering Chinese Market. Another one of cultural differences in the
organizational code of conduct between the two countries is negotiation ideologies. The
organizations based in China are focused on maintaining their status, therefore de negotiate
without the indulgence of emotional factors. The Chinese organizations focuses on a more
structured form of dignity and therefore do not includes any sentimental values while caring on
their operations. The organization based in united kingdoms focuses on the beneficial

advantages associated with emotional indulgence in the organization. These organization use the
principle of values and emotion While carrying on their operations. this helps such organization
in attracting more customers and taking advantages of discounts while negotiation. AstraZenica
Will have to adapt In accordance to these major reforms if they want to continue their operations
in Chinese market conventions.
Cultural sensitivity
The cultural sensitivity in China is a major threat any foreign pharmaceutical
organization entering Chinese Market. Chinese people believe that being in is a part of their
natural life, in Chinese culture health is considered a harmony between the complementary
energies such as dark and light. Chinese people are connected to their culture to their very core.
Any pharmaceutical organization entering Chinese Market have to face these threats and
personalized their marketing strategies in such a manner that it can be related with the culture
conventions of Chinese ideologies. Relating to Chinese cultural diversity is very difficult for any
foreign organization entering Chinese Market. The organization have to establish then need of
Medical services in Chinese Market. The organization have to to make Chinese people
understand the importance of their height weight and metabolic needs. The ideologies adapted by
any organization entering Chinese martial should be designed in such a manner that it does not
goes against with chinese cultural conventions. The Chinese people boycott all the services that
goes against their believes. therefore any organization that enters in Chinese Market have to take
care of the Chinese ideologies and establish their marketing as well as operational activities in
accordance to Chinese conventions. Chinese people respect their culture in such a way that
influences their decision making process in every manner. AstraZenica have to create a bridge
between traditional medical methodologies of China and western health care medical facilities.
While Chinese Methodologies of medical practices focuses on the use of foods and herbs to
restore their Ying Yang balance, Chinese conventions uses different techniques such as massage,
acupuncture, moxibuxition specially Hindi early stages of their illness. These practices is a
challenge for pharmaceutical organizations that enters Chinese Market. The medical services in
China are highly expensive and therefore people focuses on the traditional medical conventions
as determined by their ancestors. AstraZenica focuses on creating a bridge between traditional
Chinese medical conventions and western modern healthcare facilities. The organization plans

on deciding there price in such a manner that it is not as expensive as other medical providers in
the country and at the same time the quality of the service are reliable enough to establish a good
customer target base in Chinese environment. China is the epicenter of many viruses that never
leaves the geographical boundaries of China. And therefore the medical application of of
healthcare organization improves the market and gives foreign organization an advantage to earn
more within the boundaries of China.
Communication barriers and challenges (UK and China)
There are three major barriers in communication between United Kingdom and China
which are linguistic, cultural, and psychological. And these are tended to be very difficult for
non-native speakers. It is considered the most difficult – because though it is common to
mankind, it is incomprehensible, unrealizable, unseen, hidden deeply in the human psyche
(Zhang and et. al., 2017). The most critical problem of foreign language learning and teaching
(FLLT) is the psychological barrier. This barrier is difficult and strong to be broken down
because, apart from being invisible, it is based on a very well-built feeling of fear (Zhou and et.
al., 2017). The communication barriers between UK and China can be various and are very
distinctive in nature because of the different authenticities the companies reside in. China has
come up as a very appealing business expansion market because of the commendable technology
and structural advancements.
Cultural barriers- The first as it has been ranked and the very associated one’s are the
cultural barriers of the two places as the people in China are very clear about their product
choices which are influenced by their respected culture. The barrier can come in the form of
communication, marketing which is offensive or vast transactional costs. The people in the place
support individualism because of the variety that has been provided in their country and hence
there is less potentiality in the market for any new product to enter.
Communication strategies and recommendations
The communication strategy for AstraZenica will focus on the issue not on the person,
this will give leadership and management team of the organization to find out moon reliable
solutions for the problem that they are facing. The management of any organization focuses on
being genuine then being manipulative, a good communication strategy focuses on keeping all

the factual information in front of the workforce and asking them to fulfill their responsibilities
towards the organization. The establishment of a good communication strategy in an
organization is based on empathy, this approach helps the organization to keep itself in the shoes
of the work force and make decisions on the basis of how they feel, and helps in coming up with
a solution that helps the workforce in developing a feeling of belongingness virtual organization.
The communication strategy of the organization will be specific as well as flexible towards
others. specific communication strategies focus on a common organizational goals in an
introduction of the principle of flexibility in the approach focuses on modifying the process that
the organization have to undergo in order to achieve the overall organization objective. The
organization will focus on establishing the code of conduct as well as the courses of action on the
basis of past experiences and values associated with the work force. The workforce should feel
like that decisions are being respected so that they can give their 100% in the organization. The
organization will also focus on affirming responses, there should be a free flow of
communication within the organization and the the inputs given by the work force itself should
be valued and modified in order to achieve the overall organizational goals. The organizational
will use hierarchy because the Chinese workforce is compatible with following orders this
approach will give them an efficient initiation of plans. the organization focus on different types
of communication strategies such as nomination which revolves around the management
productivity establishing the importance of a topic. The organization will also use the principle
of restriction which allows them to prohibit any activity that is not desirable in a college code of
conduct of the organization (Gilstrap, C.M. and Bernier, 2017). Communication strategy the
organizational undergoes will focus on active participation of all the members of work force,
which implies that if work force faces any problems regarding the operations of the organization
that free to convey their message to the higher authorities. the communication strategies of the
organization will focus on being clear, no matter what the mode of communication is whether it
is in personal or by email or over the phone the goal of the conversation will be specific and
clarified from the very beginning so that the chances of Miss interpretation of information are
reduced. the organization will also promote the idea of active listening, this approach revolves
around the ideology of gathering more and more information by listening to other people ll
collecting all the important units off the conversation. The communication strategy will also
promote asking questions, when the workforce ask questions they are more involved in the

process of decision making and it enhances the overall understanding of the situation. The
organization full also used strategies of non verbal and visual communication using posters and
other such approaches to establish a clear idea of the situation.
Conclusion
The report concludes that AstraZenica will face several problems while entering Chinese
Market such as cultural diversity and cultural sensitivity along with the communication barriers
and the differences between the code of conduct in the two countries. The methodologies that
Chinese businesses use are based on process specification and a flexible towards the product
determination. The Chinese businesses are open to make changes in the overall quality of their
products but they are not willing to to make any modifications in the process because it is part of
their culture. The organization having their operations in United Kingdom are not ready to
modify or make changes with the overall quality of their products while they are willing to to
make changes in the process in order to make the overall cost of the production go down. In
order to understand the market more and establish a flawless communication strategy the
organization will have to recruit people from within the country and therefore there will be a
communication barriers in the workforce.

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