C
(b)
(c)
(a)
CONFIDENTIAL
(5)
The main theatres of operation to be the U.S.A., Canada, U.K., Europe, Japan, G.E. Asia, Australiá and parts of Africa. Each theatre présents different problems; though the targets may be broadly similar in each the tro the tactics to be used and the emphasis on various thomes will be different.
The Targets for the confidence-building efforts are buyers, investors, tourists, sellers, foreign governments, overseas Chinese in S.E. Asia and, indirectly, overseas public opinion.
Thomes. Different targets require different emphases. The three main targots at which special efforts need to be made are buyers, investors and tourists. It is also thought that some effort should be made towards those who sell goods to. Ilong Kong.
In the blue-print which follows, under dach target is given (A) the composition of the inage and (B) the main factual detail which lios behind the image, It is anticipated that any public relations offorts directed towards cach target group will demonstrate the facts given in (B) in order to create the impression given under (A).
Target: BUYERS
(A) Image
1. Good profits.
2. Goods easy to sell.
3. Value for money. 4. quick delivery.
5. English widely used.
(B) Themos underlying Image
(a) People work, hard,
quickly, and officiently
(b) Lively, intelligent, enterprising and dynamic managements. (c) Chinese workers have
very high degree of manual skills, doxtority - also ingenious.
(d) Production highly
flexible in volume and product design.
(c) Sophisticated and ex-
perienced commercial infra-structure.
/(f).....
CONFIDENTIAL