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Mary’s business expansion to India: Factors to consider for a successful meeting with Mr. Sharma using Hofstede framework

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Added on  2019-10-09

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Learn about the factors Mary needs to consider for a successful meeting with Mr. Sharma in India using Hofstede framework. Avoid cross-cultural miscommunication and ensure success.

Mary’s business expansion to India: Factors to consider for a successful meeting with Mr. Sharma using Hofstede framework

   Added on 2019-10-09

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Business Communication- Mary’s business expansion to IndiaIntroduction Business expansion is a result of growth and prosperity of any organisation. A successfulentrepreneur is someone who looks for the opportunity and doesn’t let it go easily. Mary,an Australian small food condiments and sauces manufacturer and trader in Newcastle, hasbeen following the legacy of her family to make organic sauces and condiments. With thesuccess of her idea at home, she is now looking for a new market. As a successful entrepreneur looks for new market on success of home market, Mary did thesame. On her preliminary market analysis, she found that India would probably the nextdestination where she found a huge potential of her products to cover more number ofpeople. As she is not aware of Indian customer, business approaches and practices, legal guidelines,supply chain and many more business factors, she is looking forward to approach a personwho can simplify the things for her. Mr. Sharma, a 50-year old store owner, whom she isgoing to meet for further discussion and business plan implementation. In this report, we are discussing about the factors or points that Mary needs to consider andunderstand prior to approaching Mr. Sharma. The study will consider Hofstede culturalframework to explain-“How Mary can ensure success of first meeting with Mr. Sharma?”The aim of this study is to avoid cross-cultural miscommunication. Mary’s Approach to meeting with Mr. Sharma (Hofstede framework application)Know about Mr. Sharma business- Mary is set to offer chili sauces, pastes, chutney, jams etc. but she should know that thereare dozens of national and local producers and traders are there to offer same. Even Indiansmake these things at home as a part of their tradition. So before going to meet with Mr. Sharma, Mary should fix the regions or areas where shewants to put her product. Metropolitan, urban and sub-urban areas people would like to
Mary’s business expansion to India: Factors to consider for a successful meeting with Mr. Sharma using Hofstede framework_1
buy these things but rural India doesn’t like to have such items ready-made. So these smallfactors must be considered before fixing meeting. (Adapa, 1970)Basically Mary needs to find where Mr. Sharma’s business is working, whether that wouldbe suitable for her or she needs to express him about new places. Nature of Mr. Sharma According to Hofstede framework, (Hofstede,1983) Individualism and power distance arethe two major factors that work with business approach of an individual of a particularregion. Talking about Indian, in general, Indian businessmen are bureaucratic in nature andthey would like to hold the power in their hand all the time. However, they go withcollectivism (not individualism like most of Australian) because of the existence of socialbonding. If Mr. Sharma is having a high level power distance, Mary should go with 50:50 partnershipagreement. This will avoid influence of him on Mary’s business while this will help incollectivism because profit will be distributed equally so as loss.Motive of mutual development Here the principle of “masculinity and femininity” is applicable. (Kirkman, et.al, 2006)Majority of Indian gives social values, quality of life, social bonding as the important factorfor doing business over and above competition, best in the business tec. Mary should promise help in developing market of Mr. Sharma in India as well as inAustralia with fund or management strategies. As Indian values promises, Mr. Sharma willgive support. Apart from that before she goes for meeting, she should inquire about the family andfriends of Mr. Sharma as majority of Indian likes to talk about that in first meeting to takebusiness or family relationship ahead. Language issue Mr. Sharma may not be a good communicator of English but he may be a good influencerand persuader in the regional language which is why he is successful. Apart from that his
Mary’s business expansion to India: Factors to consider for a successful meeting with Mr. Sharma using Hofstede framework_2
vast experience over the market would be an advantage to find the customers for Mary’sproduct. To avoid that Mary should learn some basic Hindi words such as “Namaste- Hello” and“Sukriya- Thanks” in order to make a good impression on Mr. Sharma that she is showingrespect to Indian culture. She needs to keep her voice gentle and slower in order to make Mr. Sharma or hisrepresentative understand her accent. Meeting place Majority of small Indian traders or shop owners would like to meet at home for betterrelation. They do it so in order to keep a strong foundation of the partnership. Mary mustnot decide her timing or place, she needs to allow Mr. Sharma to decide. It will be goodbecause, Indian’s like to “allow guests to speak first”. Of course, she can suggest places forchoosing any one. Mr. Sharma may find it odd for Mary’s such approach but it will make a positive image ofMary on him as most of Indian would like to go with deals much on behaviour of thepersonsEtiquette on meeting Although it is very difficult to predict liking and disliking of etiquette (dressing) whilemeeting but in general, small Indian Traders would like to meet in Kurta and pyjama orformal shirt and paint unlike Australian who meets with blazer, tie, formal shoes etc. Being a women, either Mary should meet in Indian women dress or be in a formal dresscode (formal shirt-trouser). This is important because Indian values culture and traditionmore than business etiquette. (Migliore,2011)Meeting schedule Australian are much more concerned with timing or scheduling but Indian in general,doesn’t give that much importance (especially small traders) to scheduling and timing andfor them few minutes delay is acceptable.
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