Introduction
Yumcha is basically a Cantonese word where its literal meaning is “drink tea”. Yumcha also refers to the experience and the social experience of dining on dim sum and the drinking Chinese tea. The idea behind the launch of the website as stated in the case has been to create a social and a line experience that shall help a specific community to interact with one another.
The website was initially launched in 2000 by Mardi Tan. However, she did not carry in further and decided to pursue a career elsewhere. Nonetheless, in the year 2007, the owner of the website after being insisted by friends decided to relaunch the website. The idea of the Yumcha was to introduce a website that shall help the pre-eminent of Asian Australian community portal.
The mission of the website as stated in the case has been to rather provide a premium and a well established quality website to actually fulfill the overall information and the networking needs of the specific Asian-Australian community where it can maximize and also expose for the advertisers seeking to target the demographic group over the internet.
Tan who has been an inspirational entrepreneur is planning to re-launch her website in the year 2008. The issue she has been facing is the fact that over the period of time many other social networking websites have been launched such as the Facebook and MySpace. Since Tan has limited revenues, therefore she needs to re-launch the website with more conviction.
The decision has to be made where the website can become a successful entity after being relaunched in the market.
Question 01:
What were some of the rationale of Ms. Tan’s decision to launch Yumcha? Do you think it was a wise decision given the existence of many other social networking websites such as Facebook etc?
The major rationale that has actually prompted Ms. Tan to launch Yumcha has been the fact the Asian Chinese population has been the second largest group of people who have been using the interne tin Australia. Moreover, Tan was quite sure that by developing a social forum or a social network for the Asian community it shall not only serve the needs of the people, where they can be able to interact with one another, but it shall also help in posting jobs, vacancies, advertisements over the page.
Furthermore, the idea of Ms. Tan with the launch of Yumcha has been to align and make the Chinese people more radically and more frequently coordinate with the poeple of their own cultural beliefs. Moreover, Ms. Tan is not looking to offer similar portal as Facebook, MySpace, in fact the idea being the decision to launch Yumcha is solely dependent upon making the community get closer to each other.
Along with this, the friends and relatives of Yumcha have also been insisting Mr. Tan to launch Yumcha again because they believe it can actually serve the needs of aligning people from one simple community to interact, discuss and coordinate on one single forum.
In addition to this, another rationale behind the launch of Yumcha by Ms. Tan is to ensure that each and every Chinese in the country has a platform from where they can actually find jobs as per their qualifications. The above mentioned reasons and rationales have been the sole purpose which has actually encouraged Mr. Tan to relaunch Yumcha.
The idea to launch Yumcha again after a break of more than five years can be considered as a drawback for the website. However, since Facebook, MySpace, LinkedIn offer entirely different level to the social networking users as compared to Yumcha, therefore, it should be launched and its launch can be a wise move.
Nonetheless, there are certain aspects that needs to relooked and reconsidered by Ms. Tan before deciding to reopen its website. To differentiate itself from the competitors, Yumcha needs to keep its focus on one single direction. Being a social networking website for all the people, the management of Yumcha should concentrate on one single dimension.
By doing so, the management can actually achieve the purpose of relaunching Yumcha. As for now, most of the social networking websites engage all the people from all the different cultural backgrounds, therefore, the only differentiating factor for Yumcha can be its focus on Chinese culture only. If it can do so, the idea of staying in the market can be achieved.........................
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