Cross Cultural Management Implications for International Expansion of Frostwood Tourism Company

Cross Cultural
Management

Executive summary
The following is the business report on Cross Cultural Management Implications for
International expansion of Frostwood tourism company. This report describes the company
which is the part of hospitality business and the wants to expand its business in emerging
economies including countries like China and India. This report begins with introduction and
background about the cross culture and Frostwood tourism company. After that the aim of the
company and size of company has been described in this report. Thereafter, organizational
strategy and structure has showed the policies of company. To carry out effective diversification
of company Hofstede Model and Handy’s Model is used to carry out better operation and
expansion strategy. On the basis of desirable approaches and model certain recommendation are
made for improvement so that organization can maintain its unique position within host country
and gain enormous amount of success.

Table of Contents
INTRODUCTION...........................................................................................................................4
MAIN BODY...................................................................................................................................4
Overview of company..................................................................................................................4
Cultural analysis of countries.......................................................................................................6
Practical issue.............................................................................................................................10
Recommendation.......................................................................................................................11
CONCLUSION..............................................................................................................................12
REFERENCES................................................................................................................................1

INTRODUCTION
Cross-cultural management encompasses the impact of dynamic societal culture within
management practices that direct affect the performance of overall internal managers and
members of an organisation. It involve the role of external forces or societal culture that leads to
bring transition as it directly affect the performance of an organisation. Generally hospitality
organisations hire diverse or inclusive workforce that are exposed to various cultures but
function together to achieve the predetermined objective (Ali and Park, 2016). Thus, inclusive
efforts needs to be acknowledged by manager in order to produce desirable result and maximise
overall efficiency. To better define the report Frostwood which is a fictitious tourism
company of Germany has been selected. It is a part of hospitality industry and provide diverse
services like offer hotel, restaurant facility as well as organises tour packages. Thus, to establish
global image Frostwood tourism company plans to diversify its business within developing
countries of Asian market that is China and India. Utilising economies of scale can assist
company to tap the untapped opportunity by gaining additional revenue from emerging
economies. This report cover topics like explain the background of company which include its
size, name, strategy and other relevant information. Explain tools that can be used for national
analysis in terms to expand the operations of company within developing market. Further,
explain main issues which can be faced by company by offering recommendations in order to
overcome the problem. Apply approaches which act as a tool that determine usefulness for
selected countries are covered in the report.
MAIN BODY
Overview of company
Frostwood tourism company is a renowned hospitality business whose operations was
started by Thomas Jones in the year 2005 within Germany. Initially, the company started with
hotels for national and international traveller but later on it extend its operations and move into
tour services, car rental, accommodation, air charters as well as offer food and beverages. The
primary aim of company is to understand the requirement and changing preferences of client and
offer them wide range of services to maximise overall profitability, growth and success of
company national and international levels (Brett, Behfar and Sanchez-Burks, 2014). Recently the
company has planned to diversify its business in emerging economics of Asian market which