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University of Derby

Derby Business School

Global Talent Management


Student ID Number: 100306610

24th October 2013
Coursework 1 Word Count: 771


Module Checklist: Assignment 1 Part 1
This checklist must be submitted with your module assignment as an indication by
you that you have met the necessary criteria. The checklist is designed to help you
avoid some of the most common mistakes that are made by students submitting
their coursework.
Students often lose marks by forgetting some of the straightforward but necessary
elements of their assignments. You should tick () off each of the points below as
you prepare your work and submit this form in your assignment to evidence
completion of the task. If you require help or advice on completing this checklist
please contact your module tutor.




Read the assessment criteria & guidelines (module handbook page 6)

Read & understood assignment questions (module handbook page 4)

Read and understood any additional assignment guidance provided

Answered the question(s) set (and not one you think is there)

Answered the question(s) fully

Used an appropriate range (breadth & depth) of academic sources

Demonstrated critical thinking (theory, interpretation, contextual fit)

Kept to the designated word count (module handbook page 4)

Written in an academic style (used 3rd person, not 1st or 2nd person)


Written in full sentences and used appropriate paragraphing


Have been consistent with layout and design of the work


Checked your spelling and punctuation


Proof read the work


Can confirm that the work submitted is your own (not plagiarised)

In this essay it will be analysed the exportation of chicken feet to

China as a global economic trend, also the things which are need to
take in consideration to sell this product in the Chinese market from
the point of view of a foreign seller. Also why is this product though as
really profitable way to take advantage of a product traditionally
considered as a waste in the western culture.

Since ever in the western culture, chickens feet had been considered
as a useless part of the animal. But suddenly in the recent years some
countries realised that its a great opportunity to sell this product in
China, where is a popular dish. Specifically USA, which is the mayor
current seller. Keith Richburg reported for the Washington Post In the
subsequent 10 years, the trade of chicken feet from the U.S. to China
went from virtually nothing to some 377,005 metric tons worth $278
million in 2009.
But the truth is that in many parts of the western, chicken feet are
still considered as a waste, Richard Gray wrote in the Telegraph
Millions of chicken feet end up in landfill every week in the UK as
there is no market for them as food. However, in China they are
considered a delicacy and are fried before being served as a snack.
More than 850 million chickens are processed in British factories
every year. Most of their 1.7 billion feet are rendered into pet food,
along with other unwanted body parts such as heads, livers and
gizzards. Reported Charlie Cooper for The Independent.
With its known economic growth, China has become a country not
only to go a produce there but also to start selling products there.
With its huge population, China has become a huge importer of
commodities as Charlie Cooper reports for the Independent China
imported 36bn worth of food last year
Taking advantage of the chicken feet increases the profit of each
chicken. According to Richard Gray UK chicken producers have
estimated that selling chicken feet for food in China could add an
extra 15 per cent, or 1.50, to the revenue earned from each bird.
The truth is a great market opportunity in the current Chinese market
as Gray wrote in his article In 2012 China imported 231,700 tons of
chicken feet from abroad, a trade worth around 214 million.
Anyways there are many factors to take in consideration when you do
business in a foreign market as the Chinese. In this essay these
matters will be analysed from the point of view of a B-to-B export of a
foreign company. So what are the important issues to consider if you
deal with a Chinese distributor.
First thing to know when dealing with Chinese businessmen is that
Chinese culture is really respectful. Respect should be shown to age,
seniority, party membership, the history of China and so on. It is
advisable to stand up when a senior enters the room. Handshaking is
the norm but Chinese handshake is light.
Meetings will be about building relationships, the decision making will
be rarely done in a meeting.
It is advisable to hire someone to conduct the first steps dealing with
the Chinese culture, someone who has experience conducting
business and developing strategies in China. Is a key matter to be

patient, Chinese people rather make a strong relationships before

closing deals, so its likely that delays will occur. Its also advisable to
avoid the word no the most possible, using instead ambiguous
expressions like perhaps or we will see.
About the choice of the business to contact with, it would be
advisable to do a market research to find out which company has
enough size and success to do business with but also not one so big
that holds all the negotiation power.
The recommended area would be the south maybe Guangzhou which
have a deep tradition in eating chicken feet, but actually it is a
common dish in the whole country. Even in surroundings countries of
the Asian South East there is market for this product.
This essay shows in a summarized way that there is a great market
opportunity in the export of chicken feet to China, and now there is a
gap that with the time, more and more companies will be filling, but
thats what business are about, find gaps and fill them faster than
other competitors. However its important to do a research and choose
a good partner to do business with because the understanding of
Chinese culture and way to do business is a key matter in kind of
invest like this one.
Chicken feet in China, and other animal-part delicacies we eat around
the world, Elisabeth Flock (2011) Washington Post.
Let them eat chicken feet: drive to sell offal and animal feet abroad as
delicacies, Richard Gray (2013) The Telegraph
Business Meetings in China and Manage Successful Meetings with
Chinese Business, available at
<> [Accessed Monday 21th October]
Sole food: could chicken feet to China be Britains next big export?,
Charlie Cooper (2012) Independent
China Business Culture, Top 10 China Business Etiquette Tips,
Available at
[Accessed Tuesday 22th October]
Svend Hollensen (2003) Marketing Management, A Relationship
Approach, Pearson Education Limited.