Golden Clothes Asia (GCA) is a Singapore fashion retailer which envisions promoting the Asian culture in its ethnic designs to the world through expansions into global markets. However, the GCA employees are accustomed to informal forms of written communication in the workplace and seem to be unaware of this essential criterion. Hence, Executive Asia Consultancy & Training (EACTTM) is engaged to find the solutions for this problem.
1.2. Purpose and Research Questions
This report aims to highlight to the GCA employees the importance of professional writing skills for a successful international business, and to bring their attention to our recommendations about how they can improve on these skills.
More specifically, we would like to find out the answers to the following key questions:
• What are the current attitudes of the CEO and the employees at GCA regarding writing skills?
• Which writing skills are particularly important and relevant for GCA when expanding internationally?
• How can GCA improve the writing skills of its employees?
This report will only examine the current attitudes of GCA employees towards professional and formal written communication skills and the possible explanations behind those attitudes.
To investigate the attitude and skills of GCA employees towards written communication, a survey has been conducted on a random sample size of fifty out of the whole GCA population. Secondary data from Temasek Foundation on the effectiveness of communication has also been used.
In addition, qualitative data has also been gathered from interviews and focus group discussions with six staff members on communication skills.
Given the limited time in generating this report, we were unable to gather as much information as we would have liked about the topic. Furthermore, the CELC survey results provided may not be entirely relevant to us when applied into GCA context....