Cross Culture Management EXECUTUVE SUMMARY OF Apex Food Point (AFP) Company

CROSS CULTURE
MANAGEMENT

EXECUTUVE SUMMARY
Cross culture management is the process involving different individuals, where all
candidates work together to accomplish common goal of the firm. Project describes the detail of
Apex Food Point (AFP) company and country detail in which it plans to expand or perform
business activities. Japan and China' national culture is being analysed by using polycentric and
ethnocentric approaches. Report shows that ethnocentric tool is better for Apex Food Point
(AFP) to resolve cross culture issues in the organisation.

TABLE OF CONTENTS
EXECUTUVE SUMMARY............................................................................................................2
INTRODUCTION...........................................................................................................................4
BACKGROUND INFORMATION OF THE COMPANY............................................................4
TOOL FOR NATIONAL ANALYSIS-..........................................................................................6
Ethnocentric approach............................................................................................................6
Polycentric approach .............................................................................................................9
CONCLUSION..............................................................................................................................13
RECOMMENDATIONS...............................................................................................................13
REFFERENCE..............................................................................................................................14

INTRODUCTION
Cross culture management represents the managing the work team in which include
several culture, practices and consumer's preferences for global or international business context
(Thomas and Peterson, 2016). This project will cover the background information of the Apex
Food Point (AFP) Company including the aim and structure used by the food Joint. And also
analysing the culture of the two countries on how these countries are working by using the cross
culture management. The report will reveal issues related to cross culture in company and will
find ways to solve it. Present study will analyses nation culture of countries.
BACKGROUND INFORMATION OF THE COMPANY
Company Information
Apex food point (AFP) company is one of the best leading food company in the world.
This company was founded in Germany and it was started in 2015.Its headquarter is located in
London (Bird and Mendenhall, 2016). Apex food point is also known for the confectionery item
that it creates such as milky way bars and it also creates non confectionery item or snacks such as
Combos, Uncle Ben's rice, pasta etc. As of 2017 AFP sold its products in 125 markets, and had
sales in 2017 of €23.61 billion. In first half of 2017 25% of sales came from specialized food
nutritions and 19% came from water and remaining 56% is came from the dairy and fast food
products.
Industry Detail
China's food industry mainly focuses of several categories of agriculture processing
products, manufacturing food products, wines and beverages- tea and tobacco. According to per
capita income food industries growth changed in multiple ingredients source further expanded to
better business. By keeping in mind food safety and health. The China food industry change the
ingredients source (Tjosvold, 2017). Like wise the china working. The food industry in China is
an attractive destination for many international investors as the F&B industry in China has US
700 Billion $ share of global market. For F&B products China maintains a solid regulatory
system. In China foreign investors needs to follow strict policies for trademarks, designs, unique
packaging features, copyrights policies of nation. The analyst assumes the annual growth rate of
12.8% along with the market worth of 36.67 Billion US $ by 2023 (Stahl and et.al., 2017).
Where as in Japan food and beverage industry includes retails supermarkets, department
stores, convenience stores and general merchandise stores. In 2017 the total value of Japan's food