The Leadership Of General George Washington

The Leadership Of General George Washington United States of America is the world super power. During golden history of United States of America great leaders paved the way to achieve the present world supremacy. Dedicated service rendered by General George Washington as a war wining General to the great nation of America is significant. General George Washington is considered as the founder father of the United States of America. General George Washington is still in the green memories of the Americans due to his distinguished service as commanding general of the revolutionary army. George Washington played a crucial role during the French and Indian War that lasted for seven years. During 1775 to 1783 George Washington led the American victory over Britain in the American Revolutionary war .Under his leadership America gained independence. General George Washington led the Continental Army towards victory. His great achievements and military operations were exclusive. General Washingtons military career provides a model of l eadership strategic and tactical skills. As the commander in chief of the continental army, his achievements and services to the nation were remarkable. He possessed a great strength of character and a wealth of sound leadership qualities. He was a leader with calm, trustworthy, wise, unselfish, determined sense of patriotic commitment to the nation and leader who treated his citizen solidarity 2. General George Washingtons greatness can be identified by three ways firstly, as commander in chief of the Continental Army, secondly as president of the constitutional convention, and thirdly as the first President of the United States of America. General Washington became the President in 1789, following the end of war with the Great Britain in 1783. His exemplary performances as the first president of the United States of America were commendable. As a political leader and as the first president of the country General George Washington displayed great leadership qualities same as he exhibited in battlefield. General Washington had a vision of a making America as powerful nation using federal power. As President, George Washington played a leading role in drafting the American Constitution in 1789 and extended his contribution by building a strong central government. General Washington first adopted the foreign policy of neutrality. In 1773, he prevented international conflicts and  interruptions  of other countries. He was the prominent figure in establishing essential political conventions to ensure the success of the new republic. General Washington was not a member of any political party. Due to dedicated service rendered and his exceptional contribution to the nation as the farther of the nation he is honoured by every American citizen. People all over the world admire his leadership and reputed character. AIM 3. The aim of this presentation is to acquaint the student officers on military leadership and political leadership of General George Washington. EARLY LIFE 4. General George Washington was born in Virginia on 22 February 1732. Little George learned to read and write during his school time. He attended school from his 7th to his 15th year. His favorite subject in school was mathematics. He enjoyed hunting, fishing, and boating on the river a lot. At the age of eleven, his father died. George had to help his mother to run their farmhouse and watch his younger sister and brothers during his early stages. 5. General Washington embarked upon a career as a surveyor in 1748. In 1749 he was appointed to his first public office in Culpeper Company. George was joined the Virginia army when he was twenty one. Soon after his resignation from his commission George Washington married the widow  Martha Dandridge Custis  in 1759. MILITARY CAREER 4. George Washingtons military accomplishments are not popularly appreciated for two reasons: his distinction as first president of the new nation was unique and his enduring achievements in military operations were not based upon a series of conquests or large-scale battles. Nevertheless, General Washingtons military career provides a model of leadership and strategic and tactical expertise. 5. Military career of George Washington  spanned over forty years of service. General Washingtons service can be broken in three periods that is French and Indian War,  American Revolutionary War, and the  Quasi-War  with  France, with service in three different armed forces British provincial militia, the  Continental Army, and the  United States Army. 6. General Washingtons  military experience began in the  French and Indian War  with a commission as a major in the  militia  of the British  Province of Virginia. In 1753 General Washington was sent as an  ambassador  from the  British  crown to the  French  officials and  Indians  as far north as present-day Pennsylvania. The following year he led another expedition to the area to assist in the construction of a fort at present-day  Pittsburgh. Before reaching that point, he and some of his men, accompanied by Indian allies,  ambushed a French scouting party. Its leader was killed, although the exact circumstances of his death were disputed. This peacetime act of aggression is seen as one of the first military steps leading to the global  Seven Years War. The French responded by  attacking fortifications which General Washington erected  following the ambush, forcing his surrender. Released on parole, General Washington and his troops returned to Virginia. 7. General Washington  played a key role  in the outbreak of the  French and Indian war, and then led the defense of Virginia between 1755 and 1758 as colonel of the Virginia Regiment. Although General Washington never received a commission in the British Army, he gained valuable military, political, and leadership skills,  and received significant public exposure in the colonies and abroad.  He closely observed British military tactics, gaining a keen insight into their strengths and weaknesses that proved invaluable during the Revolution. He demonstrated his toughness and courage in the most difficult situations, including disasters and retreats. He developed a command presence, given his size, strength, stamina, and bravery in battle, he appeared to soldiers to be a natural leader and they followed him without question. General Washington learned to organize, train, and drill, and discipline his companies and regiments. From his observations, readings and conversations w ith professional officers, he learned the basics of battlefield tactics, as well as a good understanding of problems of organization and logistics. 8. In 1755 he participated as a volunteer aide in the ill-fated  expedition of General Edward Braddock, where he distinguished himself in the retreat following the climactic Battle of Monongahela. He served from 1755 until 1758 as colonel and commander of the  Virginia Regiment, directing the provincial defenses against French and Indian raids and building the regiment into one of the best-trained provincial militias of the time. He led the regiment as part of the 1758 expedition of General  John Forbes  that successfully  drove the French from Fort Duquesne. 9. General Washington gained valuable military skills during the war, acquiring tactical, strategic, and logistical military experience. His military exploits, although they included some notable failures, made his military reputation in the colonies such that he became a natural selection as the commander in chief of the  Continental Army  following the outbreak of the  American Revolutionary war  in 1775. 10. General Washington played a leading military and political role in the  American Revolution. He appeared before the  Second Continental Congress  in military uniform, signaling that he was prepared for  war. Congress created the Continental Army on June 14, the next day it selected General Washington as commander-in-chief. 11. General Washington appeared before the  Second Continental Congress  in military uniform, signaling that he was prepared for war. Congress created the  Continental Army  on June 14, the next day it selected George Washington as commander-in-chief. There was no serious rival to his experience and confident leadership, let alone his base in the largest colony. 12. George Washington assumed command of the colonial forces in Boston in July 1775, during the ongoing  siege of Boston. George Washington reorganized the army during the long standoff, and forced the British to withdraw by putting artillery on  Dorchester Heights  overlooking the city. The British  evacuated Boston  and George Washington moved his army to  New York City. In August 1776, British General  launched a massive naval and land  campaign to capture New York designed to seize New York City and offer a negotiated settlement. The Americans were committed to independence, but General Washington was unable to hold New York. Defeated at the  Battle of Long Island, his armys subsequent night time retreat across the  East River  without the loss of a single life or  material has been seen by some historians as one of General Washingtons greatest military feats. On the night of December 25, 1776, General Washington staged a  counter attack, leading the Ame rican forces  across the Delaware River to capture nearly 1,000  Hessians  in  Trenton, New Jersey. General Washington followed up the assault with a surprise attack on British forces at  Princeton. These unexpected victories after a series of losses recaptured New Jersey, drove the British back to the New York City area, and gave a dramatic boost to revolutionary morale. 13. General Washingtons army led a massive attack on the British garrison at the  Battle of Germantown  in early October. While unsuccessful, the battle left the British army badly scarred and marked the beginning of several offensively-minded moves by General Washington. 14. French entry into the war changed the dynamics, for the British were no longer sure of command of the seas and had to worry about an invasion of their home islands. The British evacuated Philadelphia in 1778 and returned to New York City, with General Washington attacking them along the way at the  Battle of Monmouth. This was the last major battle in the north. During this time, General Washington remained with his army outside New York, looking for an opportunity to strike a decisive blow while dispatching troops to other operations to the north and south. The long-awaited opportunity finally came in 1781, after a  French naval victory  allowed American and French forces to trap a British army in Virginia. The  surrender at Yorktown on October 17, 1781 marked the end of fighting. The  Treaty of Paris Treaty recognized the independence of the United States. 15. General Washingtons contribution to victory in the American Revolution was not that of a great battlefield tactician. In fact he sometimes planned operations that were too complicated for his amateur soldiers to execute. However, his overall strategy proved to be successful keep control of the population at all times, keep the army intact and avoid decisive battles except to exploit enemy mistakes. 16. On December 23, 1783, General Washington resigned his commission as commander-in-chief to the  Congress of the Confederation. Because of General Washingtons importance in the early history of the United States of America, he was grated a posthumous promotion to General of the armies of the United States, legislatively defined to be the highest possible rank in the United States Army, more than 175 years after his death on 19th January 1976. SUCCESSES AND DRAWBACKS OF MILITARY CAREER 17. Battle of Jumonville. The Battle of Jumonville Glen, also known as the Jumonville affair, fought on May 28 1754 near Uniontown in Fayette Country, Pennsylvania was the opening battle of the French and Indian war. A company of colonial militia from Virginia commanded by Lieutenant Colonel George Washington and no of Mingo warriors led by Tanacharison ambushed a force of 35 Frenchmen commanded by Joseph Coulon Villiers de Jumonville. A larger French force had driven off the small construction crew, and sent Jumonville to warn General Washington about encroaching on French claimed territory. General Washington was alerted to Jumonvilles presence by Tanacharison, and they joined forces to surround the French camp. Some of the Frenchmen were killed in the ambush, and most of the others were captured. Jumonville was among the slain, although the exact circumstances of his death are a subject of historical controversy and on debate. 18. Siege of Boston. Siege began on April 19, when the militia from many Massachusetts communities surrounded Boston and blocked land access to the then peninsular town, limiting British supply to naval operations. In March 1776, using the artillery pieces Dorchester Heights were fortified, overlooking Boston and its harbor and threatening the British naval supply lifeline. The British commander William Howe realizing he could no longer hold the town. He withdrew the British forces, departing on March 17. 19. Battle of Trenton. During the American Revolutionary war the Battle of Trenton took place on 26 December 1776. The hazardous crossing of Delaware River made it possible for General Washington to lead the main body of the Continental Army against Hessian soldiers garrisoned at Trenton. After a brief battle, nearly the entire Hessian force was captured, with negligible losses to the Americans. The battle significantly boosted the Continental Armys flagging morale. Because the river was icy and the weather was severe, the crossing proved the danger. Two detachments were unable to cross the river, leaving General Washington and the 2,400 men under his command alone in the assault. General Washingtons forces caught them off guard and, before the Hessians could resist, they were taken as prisoners. 20. Battle of Princeton. General George Washingtons revolutionary forces defeated British forces near Princeton, in the battle of Princeton on 3 January 1777 New Jersey. On the night of 2 January 1777 George Washington, Commander in Chief of the Continental Army, repulsed a British attack at the Battle of Assunpink Creek in Trenton. That night, he evacuated his position, circled around General Lord Cornwallis army, and went to attack the British garrison at Princeton. Brigadier General Hugh Mercer of the Continental Army clashed with two regiments commanded by Lieutenant colonel Charles Mawhood of the British Army. Mercer and his troops were overrun and General Washington sent some militia under General John Cadwalaader to help him. The militia, on seeing the flight of Mercers men, also began to flee. General Washington rode up with reinforcements and rallied the fleeing militia. He then led the attack on Mawhoods troops, driving them back. Mawhood gave the order to retreat and most of the troops tried to flee to Cornwallis in Trenton. 21. Sieges of York Town. Decisive victory by a combined assault of American forces commanded by General George Washington and French forces commanded by Comte de Rochambeau against British Army commanded by Lieutenant general Lord Cornwallis. It proved to be the last major land battle of the American Revolutionary War in North America, as the surrender of Cornwallis army prompted the British government eventually to negotiate an end to the conflict. 22. Battle of Fort Necessity. The Battle of Fort Necessity or the Battle of the Great Meadows took place on 3 July 1754. The engagement was one of the first battles of the French and Indian war and George Washington was the only military surrender. 23. Battle of Long Island. First major battle in the American Revolutionary War. The Battle of Long Island, also known as the Battle of Brooklyn or the Battle of Brooklyn Heights, fought on 27 August 1776. United States Declaration of Independence the largest battle of the entire conflict, and the first battle in which an army of the United States engaged, having declared itself a nation only the month before. 24. On 22August 1776 the British landed on the western end of Long Island , across the Narrows of from Staten Island from the East River crossings to Manhattan. After five days of waiting, the British attacked American defenses on the Guana Heights Unknown to the Americans., however, Howe had brought his main army around their rear and attacked their flank soon after. The Americans panicked, although a stand by 250 Maryland troops prevented most of the army from being captured. The remainder of the army fled to the main defenses Brooklyn Heights on the night of 29,30 August General Washington evacuated the entire army to Manhattan without the loss of material or a single life. General Washington and the Continental Army driven out of New York several more defeats and forced to retreat through New Jersey and into Pennsylvania. 25. Landing at Kips Bay. During the New York Campaign in the American Revolutionary War the Landing at Kips Bay on 15 September 1776, was a British amphibious landing occurring on the eastern shore of present day Manhattan Heavy advance fire from British naval forces in the East River caused the inexperienced militia guarding the landing area to flee, making it possible for the British to land unopposed at Kips Bay.. The operation was a decisive British success 26. Battle of White Plains. The Battle of White Plains was a battle in the New York and New Jersey Campaign of The American Revolutionary War on 28 October 1776, near White Plains, New York White Plains, Following the retreat of George Washingtons Continental Army northward from New York City. British General William Howe landed troops in Westchester Country, intending to cut off General Washingtons escape route. Alerted to this move, General Washington retreated further, establishing a position in the village of White Plains but failing to establish firm control over local high ground. Howes troops drove General Washingtons troops from a hill near the village; following this loss, General Washington ordered the Americans to move away further north. POLITICAL LIFE 27. Arrival to the Politics. With the support of his best and influential friends, George Washington stepped on to the politics. That is in 1759 in Virginia. Having engaging actively in his politics for ten years General Washington became the leader of Virginias political party. The main ambition of General Washingtons leadership in the politics was opposition to Great Britains colonial policies. At first he hoped to reconciliation with Britain, although some British policies had touched him personally. British land policies and restrictions on western had seriously effect to the public and its expansion after 1763 was seriously hindered to the country. Discriminations by the colonial military officers to the public were not so longer with General Washingtons up rising. General Washington started make influence to British by representing the usual planters dilemma actively. All forms of events leaded to a revolution over Britain. In June 1775 he was Congresss unanimous choice as comm ander in chief of the Continental forces. 28. The American Revolution. During 1775 to 1783 George Washington led the American victory over Britain in the American Revolutionary War as commander in chief of the Continental forces. 29. The presidency. After the many dedications following the American Revolution, General Washington was unanimously the first president of the United States of America on April 30 1789, at Federal Hall in New York City. Having colonial governing system the country did not had her own Constitution for longer. General Washington as democratic leader to the public he made the Constitution of his mother land and submitted to the state for ratification and became legally operative. By now being the first of the establishment he generally supported the advocates of strong central government. In his Inaugural address as the president of the United States of America he implements the various forms and rituals of government that have been ever since, such as using a cabinet system. As president he built a strong, well financed national government which he planned to avoid wars. 30. General Washington suppressed rebellion and acceptance among Americans of all types and now he is known as the Father of his Country. The First United States Congress voted to pay General Washington a salary of $ 25,000 a years a larger sum in 1789. But General Washington declined the salary, since he valued his image as a selfless public servant. How ever General Washington accepted the salary by thinking that with out a payment it is hard to serve when it comes to individuals. Reflecting his leadership General Washington proved an able administrator. An excellent delegator and judge of talent and character. He talked regularly with department heads and listened to their advices before making decisions. Inhaling routing tasks, he was systematic, orderly, and energetic. But when taking decisions he considered the future of the country as the first. 31. Establishment of Judiciary. When General Washington assumed office, especially the executive and judicial branches had not yet been developed. Apart from the constitutionally established offices, no other agencies or courts had yet been established, which should have to establish for the governing system. Instead of focusing the executive branch, General Washington wished to open judiciary. BY forecasting the future necessaries General Washington established the judiciary branches within the public community through the judiciary Act of 1789, General Washington established a six member Supreme Court. 32. The court was composed of one chief Justice and five Associated Justices. The Supreme Court was given the exclusive original jurisdiction over all suits and proceedings brought against ambassadors and other diplomatic personal which by that General Washington covered the legal aspects of the nation. 33. Creation of Cabinet. General Washington had himself with a sophisticated team of consultants, supporters and successfully delegated most of the responsibilities for the conduct of their offices to those trusted colleagues, with all these big heads General Washington made steps to the strong future of the country which will always depend on the best foundation. The first executive offices created under the, a. President was the secretary of the state, b. The Secretary of the Treasury, c. The Secretary of War, d. The Post master General and e. The Attorney General. 34. Each office, excluding the Autonomy General would head an executive department. These five officials, along the President and wise president formed the backbone of the United States Cabinet. General Washington signed a bill into law of reauthorizing an executive department of foreign affairs on July 27, 1789. That was headed by a Secretary of Foreign Affairs. Analyzing the future benefits and its necessity General Washington show the important of the Secretary of Foreign Affairs, which is by now playing the highest international player as the USA is the world super power at the movement. 35. Department of Foreign Affairs renamed as the United States Department of State and named the Secretary of the State as the head of the Department. General Washington approved this act on Septembe1789. Secretarys main function was to serve as the principle advisor to the President in determination of foreign policy. General Washington established the United States Department of the Treasury and named the head of it as Secretary of the Treasury. The Secretary of the Treasury served as the principle economic adviser to the President and would play a critical role in policy making by bringing an economic and government financial policy. 36. To manage the USA Army, he created the position of Secretary of War to head the United States Department of War. The Secretarys duties were, planning and managing the national military and oversaw the creation of a series of coastal of fortification. By implementing and guiding with all these national establishments and policies General Washington made the future of the USA as well. 37. Retirement and Assessment. By March 2, 1797, when General Washington left the office, the countries financial system was well established. General Washington decided to not run for third terms of his political campaign and he went home to Mount Vernon when General Washington was succeeded by his vise- president. LEADERSHIP QUALITIES 38. General George Washington emerges as the most momentous leader in the United States of America. General Washington lived and worked with brilliant philosophers, thinkers, writers and organizers, such as Benjamin Franklin, Sam Adams, Patrick Henry, Alexander Hamilton and Dickinson. Almost all were far better educated than him and he acquired sound knowledge by associating them. General Washingtons profound morality, unselfish nature and self control coupled with what was obviously a good intellect enabled him surpass all the other contemporize. 39. His personality is extremely inspiring. His presence has always multiplied the efficiency and courage of his followers and contemplators. Leadership qualities of George Washington are extended to a grater magnitude. He is a fine mixture of all those qualities of balance personality, extra ordinary character, strong physical endurance, sound intellectual, grate moral and many others that a successful leader need to inspire with. Moreover, he had the best long and short range ideas and how to maintain coherency between them and he was a really innovative and farsighted leader. 40. Visionary Leadership. As a visionary leader President General Washington continued to be a charismatic leader who kept the loyalty and affection to the people. He nourished this through his tours to all states and through numerous public appearances. However, when principle demanded that he acted in such a way that would engender serious opposition, but he stuck to his principles and in time the people discovering that he had acted wisely, renewed their regard and affection. The two major events causing such situations were his declaration of neutrality during the French Revolution and his signing of the Jay Treaty with Great Britain. 41. Moral Courage and Confidence. General Washington was a person of a highest moral character. His profound moral awareness and moral sensitive principles were brilliant. When compared to British strength, strength of his Revolutionary Forces wear nowhere mach to them, but his moral courage and confidence which he entrusted on his followers were the fact what make the different to defeat the British at last. Because he had morale to rise against even defeat after a defeat and the same morale were inculcated on to his contemporaries and followers to achieve common goal. 42. Integrity and Loyalty. His Presidency was somewhat tough. Because he relied a lot on the fact that throughout his whole life the country first and during the presidency he rule the country based on that. Like any President, he didnt have much control over everything that he would have liked to have. But People trusted him to stand above the politics, stand above the disputes, and keep the interests of the country in mind. He did not admit formation of parties and believed that parties would divide the society or community. His Integrity, honesty and loyalty were remarkable. It is proved with the loyal service he rendered to Britain as a military officer 43. Self Discipline. George Washington was a sound self disciplined character. All his followers trusted him because of that he was very restrained to express any personal or religious views which may lead to unnecessary deviation of the common goal. Instead of going for personal benefits he was even reluctant to accept a wage for the presidency. Moreover he himself set as an example for well discipline character by doing such. 44. Determination and Willpower. General Washington really had a vision for where the US could go and what it could become and he had this idea of moving beyond parties and partial benefits. His every single move was planed against that. Strength of mind that he posses were inherited to his life which enhanced his willpower through out what ever the position that he held. His driving ambition, love of detail, endurance, sense of responsibility and other evident qualities that made him the person with strong determination and willpower. The inborn capabilities and talents enhanced his over role corrector. 45. Ability to communicate. Ability to communicate is one of the most important characteristic of a good leader. This is more common within the military leaders. The decisions of the military leaders are directly related to life or death and success or failure at lower levels and with fate of the nation at highest level. General Washington possessed optimum level of ability to communicate both as a military and political leader. This extraordinary ability were been used by him during his tours to all the states and numerous public appearances to address the heart and mind of the countrymans which motivated them for extreme sacrifices for country. LESSONS LEARNT 46. There is much that can be learned by entrepreneurs from General George Washington, aside from this act of selfless leadership and dedication to his ultimate objective of creating a nation. General Washington was after all, an entrepreneur himself. He had to creatively resource the new and under-resourced Continental Army. As a leader, he had to train, organize, motivate and manage this new and different fighting force. He led his people through very adverse circumstances, always keeping them focused on their higher purpose rather than their current difficult state of affairs. 47. To understand the monumental task that General Washington undertook is to understand the stature he gained upon having achieved it. Achieving victory with the forced expulsion of the British via the Treaty of Paris, gave General Washington nearly unprecedented power and popularity. He was a truly mythic figure. His likeness was everywhere. Nearly all revered him and even his enemies and detractors had deep respect for his achievements. 48. Most people today think of General George Washington as the first President of the United States. Perhaps they may remember that he was also the commanding general of the Continental Army. However, General George Washington had much experience in the military before the Revolutionary War. Because of his experience, he was ideal for the responsibility of leading the new nation to victory over the British. 49. He was selected for strategically important positions because of his physical size and presence, charisma, energy, multi-faceted experiences, charm, courage, character, temperament, being a Virginian, wealth, ambition, his reputation as a stalwart patriot. Especially after the Revolution, the regard, admiration and affection of the populace at all levels of society. The most commonly cited characteristic given for his emergence as the supreme leader is his character. The most infrequently cited, are his intelligence and his decision making ability. 50. The people of America wanted to be free of the rule of England and fought for that freedom. General Washington was always trying to become a better person. He worked to learn how to write neatly so people could read his writing easily. To improve his manners, he copied 110 rules or sayings written by a French priest. One of his favorites was When walking with a great man, dont walk right beside him, but somewhat behind. Stay close enough that he may speak easily to you. It is said of General Washington he

Linux Security Essay

While researching the regulatory requirements needed for First World Bank Savings and Loans I found that a security policy against current server architecture is required to be implemented. The CIA (Confidentiality, Integrity, and Availability) triad is taken into account when analyzing the multiple servers in reference to Linux and Open Source managing security demands. The â€Å"Database Server† requires the administrators go further in terms of technical design through a Linux architecture method. MySQL can be utilized as a backend and comes with script availability to remove test databases, lower systems and data base privileges (Jang, 2011). This method will allow successful requirement of all networking layers. The Apache Web Server allows the ability to harden the Linux kernel within Apache (Prashant, 2013). The patch available is â€Å"grsecurity† and allows protection against zero-day vulnerabilities while utilizing â€Å"ksplice† to update the kernal on time (Prashant, 2013). Samba is used for the file server and has many features to restrict access to what is shared. This includes enforcing password requirements, filtering at the network level, and a check going against group memberships (Jang, 2011). The SMTP server will be Sendmail. Sendmail comes with the security feature of encrypting the connection (Jang, 2011). We will also need a virus scanning program to ensure mail coming in does not have virus attachments. The LDAP server will be utilized as the central authentication server so that the involved users have a login that is unified and covers all console logins (LDAP NExt, 2010). Works Cited Jang, M. (2011). Security Strategies in Linux Platforms and Applications. Jones & Bartlett Learning. LDAP NExt. (2010, 06). The official Red Hat Reference Guide. Retrieved from http://www.centos.org/docs/2/rhl-rg-en-7.2/s1-ldap-uses.html Prashant, P. (2013, 10 10). Linux for you. Retrieved from http://www.linuxforu.com/2011/05/securing-database-servers/.

China Compare to Australia

Abstract Consumer behaviour is important for any marketer. Cross cultural analysis provides crucial information as to what can be successful exported to international markets. In relation segmentation in China Australians need understand culture, subculture and cross-cultural affiliation. Another important factor when considering marketing opportunities is Maslow’s Hierarchy of needs. It is ever present that there are economic and cultural differences within China. Due to increased globalization and increased Westernisation of China cultures are beginning to blend.Understanding these two theories is imperative for exporters trying to expand into the diverse and complex Chinese market. Introduction: Cross-Cultural Analysis The Australia -China Free Trade Agreement (ACFTA) is offering the opportunities for Australian exporters to a gain more sustainable competitive advantages in the second largest economy in the world. Chinese domestic economic growth, liberalisation, and recent membership to the World Trade Organisation have given opportunities for Australian exporters and firms to expand in China (ACCI, 2004).Therefore, cross – cultural analysis has become an important tool for Australian marketers in analysing to what extent consumers of the two different nations differ. As a result, marketers will be able to study and understand in-depth the foreign market which to whom they will market their products to, since cultural acknowledgement will have a significant impact to every aspects of marketing particularly in segmenting the market and understanding the consumers' behaviors. People from different countries have different culture that shaped their characteristics and behaviors in their purchasing activity.Chinese Culture vs. Australian Culture (Segmentation: Culture, subculture and cross-cultural affiliation) Consumer behaviour is the most essential aspect of marketing, which outlines what consumers’ need, and what influences their buying behaviour. Therefore, it is vital to discuss the cultural, social, personal and physiological characteristic of the Chinese consumers in order for Australian marketers to understand Chinese consumer behaviours in order to successfully penetrate into the Chinese market. There are several ifferent studies conducted by experts which accentuate that the immature Chinese market's behaviour is similar to Australian culture who are price and brand sensitive, and are now constantly moving towards mature market, who view the well known foreign brands with superior quality and service as leverage to their social status (Yi-You, 2004). This movement is the result of the Chinese culture that underpins the importance of social status and a robust economy that boosts consumer confidence in spending (Giele, 2009). For instance, the sales figure for luxury cars in China has surprisingly increased within 2005-2010.According to the customs figures China has imported more than 100,000 luxury cars in recent years, approximately valued at $4. 84 billion (China Business, 2006). This example underlines the growing Chinese economy that significantly affected by consumers' spending bahaviour. It is obvious that Australia is similar in a sense where we live in a culture that underpins importance of social status; however this does not mean Australians will go out and buy a luxury car for the sake of promoting their economical situation.Australian consumers tend to use a cost-benefit analysis, that is, will the benefits of the vehicle outweigh its price, if yes sales will tend to increase, if no sales will drop (Reh, 2009). Therefore while there is a small similarity in demographic segment opportunities (socio-economical status), the buyer behaviour decision still differs. Luxury Cars Thus, it is crucial for Australian marketers to choose the best entry and pricing strategies to gain the potential market's loyalty and trust.In relation to the car industry, Australian subsidiaries such as Holden and Ford can penetrate the market with their high end vehicles the Calais, Caprice, Senator and Mondeo and ultimately make Chinese consumers aware of the quality and luxury that such brands underpin (Financial Times, 2009). In doing so exporters need to set themselves aside from competitors including Mercedes, BMW, AUDI and even neighbouring brand Lexus and show consumers the unique opportunity of investing in an Australian Luxury Vehicle. Chinese Superstition Furthermore, distinct Chinese culture is also playing an important role in shaping consumer's behaviour.Chinese people believe in â€Å"Feng Shui†, it is the strongest cultural impact on consumers in the decision-making process. This Differs from Australian culture who has a different perspective on such superstitious belief, in most cases Australian consumers would mock a marketing strategy with such a belief. Thus where the buying decisions of the Chinese is dependent on this cultural principle, the Australi an consumers care more about product quality, price, perceived benefits and service of the product, as opposed to what the product represents (Giele, 2009). Chinese believe that Feng Shui will bring them luck and peace.Therefore, Chinese consumers will consult â€Å"Feng Shui† experts before making the purchasing decision. For example, Chinese people interpreted number four (? pinyin si) as bad luck since it is nearly homophonous to the word â€Å"death† (? pinyin si). Therefore people in China do not like anything that involving number four (Lubin, 2010). In saying this when marketing Australian exporters should market in relation to positive Feng Shui beliefs in China. For example when marketing Australian wine which is rapidly increasing in popularity in the Chinese market, a marketer should avoid any aged wine with the number four.That is for example Shiraz from 2004, 1994, 1984. This has been reflected in the dramatic fall in sales, during 2004, and marketers were bewildered as to why it occurred (Lubin, 2010). Marketers should in fact promote wine from years that have the number eight included, as this is a symbol of prosperity and happiness. In saying this in the year 2008 Australian wine exporters could not keep up with demand from Chinese consumers, an increase in 32% from the previous year (Winefacts, 2009).Thus in order for Australians to penetrate the market they should do so harmoniously with the Feng Shui principle in order to succeed. Exporting alcoholic beverage to the Chinese Segment Culture is one of the most important factors and basic causes that influence consumer behaviour. It involves the attitudes, beliefs and knowledge which determine consumer’s buyer behaviour (Schiffman et al. 2008). For example, when there are a small number of consumers, it is easy for them to try and feel product variations and quality then the producer must meet the expectation.If these expectations are not met, consumers would never repurcha se that product. However, if there are a large number of consumers, a brand name must be established in order to reach new consumers, and it will develop with continued purchase by the consumer. In this process, marketer must adjust the product depending on different segmentations like culture. Take beer for instance, when a new brand of beer is introduced into a beer drinking country like Australia, fresh beer is always kept chilled, and Consumers do not want to order beer without being cool.It also needs to be kept away from the sunlight to maintain its taste, which is different from Chinese. In China, beer does not need to be kept in freezer and always exposed to the sunlight. Moreover, there is a difference of beer taste between Australian consumers and Chinese consumers. If the company exports the Australian beer directly to China, Chinese consumers will not accept it because Australian beer tastes too strong for the Chinese consumer (Mona Chung , 2007). Similarly, Chinese whit e spirit cannot fit Australian consumers because it is too hot for them.Nowadays, China's taste for wine provides a great market opportunity to Western Australia. Chinese consumers are growing interest for nice Australia wine. Agriculture and Food Minister, Mr. Redman said â€Å"Premium wine industry is gaining the attention of consumers in China, but to date there has not been a Chinese language book with information on WA wineries for this market†. Because Chinese consumers are getting thirst for Australia wine, Redman had launched a book in mandarin in Shanghai about Australian wine which includes 100 local top wineries in order to satisfy Chinese consumer expectation.Australia is one of top suppliers of wine to China. The wine exported annually to China has increased by 20% over the past 2 years (Josette Dunn, 2010). Redman predicts that the number of wine imported to China would grow to 1. 26 billion in 2013. Also , according to the research , total Australian wine expor ts to China grew 37% annually from 1999-2000 to 2004-2005 and increased at a rate of 84% annually from 2004-2005 to 2009-2010 . Moreover , wine intelligence shows the market in China which import wine could grow to between 70 and 80 million cases by 2025 (2010).In saying this, it is obvious that when segmenting to the Chinese market, marketers must take into account the diverse cultural beliefs of Chinese consumers, but also take into account the close similarities between buyer behaviours of the two nations. Hierarchy of needs Maslow’s hierarchy of needs (appendix 1) has been cited in numerous texts both in psychology and marketing. In the marketing context the hierarchy is useful in interpreting how different products and services satisfy different needs. The hierarchy is based on intuitive notion that certain needs must satisfied, at least partially, before reaching the next level.The most basic need of the hierarchy is physiological, examples are food, water and breathing . The next level is safety and security needs which covers shelter, protection and stability. These first two levels are necessary for human survival. The next three levels consist of psychological needs. These respectively are:- social needs such as affection, belonging and friendship; ego needs which includes prestige, status and self-respect and final self-actualisation which is the idea of self fulfilment or finding meaning with one’s life. Differences between culture China is generally considered a Collectivist culture.Collectivism is based on unity of the group, where people are encouraged to conform to society and do what is best for the community as a whole (Britannica, 2010). This means individuals are more easily persuaded by friends and family as there is a strong desire to fit in. Contrastingly, Australian and other Western Cultures are seen individualist societies where more emphasis is placed on each person being unique. This is why marketing is focused on makin g individuals stand out rather than blend in with the rest of the crowd (see appendix 2 & 3 for examples).In the Chinese commercial (appendix 2) it can be seen that collective culture and history still plays a major role in Chinese culture. The ad clearly targets the social need as Pepsi is seen to be drunk by the group and the new student must crush the can to be accepted into this culture. This allows him to become part of the dynasty and conform to the norm. This is juxtaposed to American commercial (appendix 3) where the individual is the focus of ad. It appeals to the ego and self actualisation needs as by drinking Pepsi you can achieve your ambition and be separated from the rest of the crowd.Thus the distinct marketing differences between the Collective Chinese culture and individualistic Australian culture can be seen. China is the world’s fastest growing economy and as such there has been a huge influx of Multi-national corporations. This has started to have an influ ence on China’s urban areas as they are becoming individualistic due to Western products. The change can also be attributed to the one child policy. This has made the new generation of Chinese far more self-centred and have become more indulgent in themselves as costs to run a family have lowered dramatically.This has allowed this generation far greater influence over their families decision making (Mari, 2008). Though Australia is seen as a uniform society where there is little poverty and relatively small gap between rich and poor in China however there is very distinct divide between urban and rural populations. The annual per capita income of urban Chinese was roughly three times as high as their rural counterparts and the Engel coefficient was 37% for urban and 46% for rural (Mari, 2008). Even more demonstrative is that Chinese urban and rural consumer spend only 3. and 2. 13% of their total income respectively on entertainment. This is compared to Australia where our to tal GDP per capita is $38,911 (World economic outlook database, 2010) and the average household spends a $150 a week on both groceries and entertainment. This equates to 22% of GDP per capita. It is obvious Australian culture focuses on high levels rather than the lower need on the hierarchy (ABS, 2006). The effect of Culture on the Hierarchy The differences in purchasing behaviour for urban and rural Chinese can be explained by Maslow’s needs hierarchy.People living in rural China live in a far more traditional society (Collective) and their consumption of goods is used to satisfy the social need to give a sense of belonging. Though the majority of their earnings is to satisfy their physiological, safety and security needs. The bicycle is an example of the social differences of culture in China. The bicycle is the main mode of transport as cars are still too expensive to afford for rural commuters. The bicycle is fulfilling their safety and security need as it allows people to get to work and thus provide for their family.Contrastingly, bicycles and bike riding in Australia is seen as a subculture mainly for leisure. Consumers who purchase bikes are doing so for their ego and self actualisation needs as they are simultaneously helping to lower pollution and increasing their physical appearance (At, 2006) Chinese; moving up Maslow’s Hierarchy Due to the cultural differences, there are high demands in luxurious branded items such as Louis Vuitton. This demand has increased due to higher incomes which has led consumers to access the higher levels of Maslow’s hierarchy.Chinese people are now purchasing luxury items for the prestige and social status which is associated with the high end brand. Loius Vuittton introduced itself into China as must have brand in order to conform to popular culture (Bloomberg Businessweek, 2007) Therefore, marketers of this brand have successfully expanded into this emerging market as it is evident that Chinese co nsumers tend to buy the same brand as others which is represented in their buying culture (Yau, 2007). However, Australians are less concerned about conforming to society so once a brand becomes popular consumers tend to try and create a new fashion trend.When Loius Vuitton markets to Australia it has constantly change its products as to not become a ‘fad’ or lose interest allowing customers to remain brand loyal. Australian Exporting opportunities It appears there are opportunities for Australians to export into China. As more and more urban areas are becoming Westernised more international companies are trying to gain entrance into the Chinese market. Hence as China’s economy continues to grow so will the income of its population giving them more discretion on purchases as they move up Maslow’s needs hierarchy.To effectively market to these consumers at present an Australian exporter would use direct marketing and word of mouth to make use of Collectivis t culture of China. Exporting education is the most worthwhile export. Marketers can accentuate the self actualisation and ego needs of the Chinese people and show them that by attending an Australian University they are likely to have a better education, giving them more employment opportunities, ultimately a better way of life thus satisfying these higher level needs.Moreover, Australian exporters can highlight to Chinese businesses the growing importance of speaking English, which they can gain under an Australian education. This will give them a far greater ability to expand outside of Asia. To make this easier Australian Universities can situate a campus within China in order to grant easier access to Australian education. This maintains the social needs of Chinese students but could fulfil their ego and self actualisation by learning English from a prestigious institution.Recently the world expo in Beijing gave Australian exporters a chance to promote Australian education and give a good insight into the benefits of studying in Australia (Xiuyun, 2009). Conclusion It is evident there exists great potential for Australians to expand in the Chinese market but in order to do this they must understand socio-cultural segmentation and why different segments embody different needs on Maslow’s hierarchy. It is also important to understand the similarities between the two nations as China is becoming more Westernised, therefore insight into Western and Chinese culture is collectively important.References At, M. 2006, Bicycle culture, Copenhagenize. com, viewed at 26th August 2010 . Australian Bureau Statistics, 2010, Perspectives on Regional Australia, Australian Government view at 25th August 2010, . Australian Chambers of Commerce And Industry, 2004, Australia-China Free Trade Agreement, ACCI, Viewed 25th August 2010 . Australian Wine and Brandy Corporation 2009, Winefacts, Australian Government, viewed 27 August 2010 . Reh, JF 2009, Cost-Benefit Analysi s, About. com, viewed 27 August 2010, . Australian Wine and Brandy Corporation , Did you know? -China , Issue 31, 6 August 2010 , viewed 27th August 2010 . Bloomberg Businessweek 2007, Louis Vuitton's Life of Luxury, Bloomberg, viewed August 23rd 2010 ;http://www. businessweek. com/magazine/content/07_32/b4045419. htm;. Chan RYK 2001, ‘Determinants of Chinese consumers’ green purchase behaviour’, Psychology and Marketing, vol. 18, issue 4, pp 389 – 413 Chung M. , Smith W. 2007, The Importance Of Overcoming Cultural Barriers In Establishing Brand Names: An Australian Company In China, Innovative Marketing, Volume 3, Issue 2.China Business, 2006, Luxury Car Sales Booming in China, Asia Times online, viewed 25 August 2010 ;http://www. atimes. com/atimes/China_Business/HK28Cb02. html;. Dunn J. , June 28 , 2010 . China’s taste for WA wine translates to market opportunity ,viewed 27th August 2010 , ;http://www. ausfoodnews. com. au/2010/06/28/chinas-taste -for-wa-wine-translates-to-market-opportunity. html;. Encyclopedia Britannica 2010, Collectivism, Encyclopedia Britannica, viewed at 25th August 2010 ;http://www. britannica. com/EBchecked/topic/125584/collectivism;.Financial Times 2009, Shopping Habits of China’s Suddenly Wealthy, Save the Elephants, viewed 25 August 2010 ;http://www. savetheelephants. org/news-reader/items/shopping-habits-of-chinas-suddenly-wealthy. html;. Gatfield, T ; Youseff, M 2001, ‘A critical examination of and Reflection on the Chinese Family Business Unit and the Chinese Business Clan’, Family Business Review, vol. 14, issue 2, pp 153 – 158 Giele, F 2009, Chinese Consumer Behaviour: An Introduction, Frans Giele, viewed 25 August 2010 ;http://fransgiele. be/freematerial/2009chineseconsumerbehaviour. pdf;.Lubin, G 2010, A Short guide to the Buying Habits of Chinese Noveau-Riche, Business Insider, Viewed 25 August 2010 ;http://www. businessinsider. com/a-short-guide-to-the-buying-ha bits-of-chinese-nouveau-riche-2010-7;. Mari, A. 2008, Understanding Chinese rural consumers, Course of International Management, viewed 25th August 2010 ;http://www. scribd. com/doc/10863701/Understanding-Chinese-Rural-Consumers-Implications-for-marketers-by-Alex-Mari;. Sun, L 2007, ‘Understanding Self-gift Consumer Behaviour (SGCB) in China: How culture influences SGCB’, MA in Marketing thesis,Weinshall, TD 1993, Societal culture and management, de Gruyter-Studienbuch, Germany World Economic Outlook Database 2010, GDP Per Capita, International Monetary Fund, viewed on 25th August 2010. ;http://www. imf. org/external/pubs/ft/weo/2010/01/weodata/weorept. aspx? pr. x. html;. Xiuyun, S. 2009, Education to China, Austrade, viewed August 23rd 2010 ;http://www. austrade. gov. au/Education-to-China/default. aspx;. Yi-You, L 2010, Brand Effect on Consumer Behaviour in China, Southern

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