Cultural Profile for Huawei's Expansion in Chile, Australia, and Norway

International Marketing

CULTURAL PROFILE 1
Contents
Introduction...........................................................................................................................................2
Five Dimensions....................................................................................................................................2
Part B.....................................................................................................................................................8
Recommendation...................................................................................................................................8
Conclusion.............................................................................................................................................9
References...........................................................................................................................................10

CULTURAL PROFILE 2
Introduction
Expansion is a market entry strategy; it is a planned method to deliver the goods and services
to the new target market. The company’s sale, brand awareness and stability are enhanced by
entering into the new market. Expansion into the new market means the company has to face
new challenges. Huawei is a telecommunication equipment company, established in China
but it wants to expand the business in Chile, Australia, and Norway. Thus, the company
requires analysing the market behaviour and cultural profile of the country to identify the
challenges and benefits. It has 170000 employees who work for the company in which 76000
are research and development employees. The company expanded its business by building
telecommunication networks, consulting services and providing operational services
(Huawei, 2018). In the starting of the report, the culture analysis of five countries will be
done on the basis of Hofstede’s Model. In the end of the report, recommendation will be
provided for expanding the business.
Part A
Five Dimensions
Five
Dimensions PDI IDV UAI MAS LTO
Description Power
Distance
refers
equality and
inequality
Individualism
refers the
society which
only takes
care about
Uncertainty
Avoidance
refers the
society
tolerance for
Masculinit
y does not
believe in
the equality
of men and
Long term
refers the
current and
future
actions of

CULTURAL PROFILE 3
power of
distribution.
A high
degree of
dimension
states that the
hierarchy is
properly
established
and executed
in society and
vice-versa
(Beugelsdijk,
Kostova, and
Roth, 2017).
themselves
and their
family.
Collectivist
society is a
society which
works in a
group and it
also takes
care of the
other people.
ambiguity.
A high
degree of
dimension
indicates the
more rules
and
regulation
and lower
degree
indicates the
less
regulation.
Women.
Feminine
society
believes in
equality
between
men and
women.
people. Long
term
indicates the
continuous
development
in an
economy
and short
term
indicates no
economic
development
.
Cultural Profile
of China
Chinese
people accept
inequality
and they do
not argue for
the power
and people
have less
scope for the
promotion.
China has a
Collectivist
culture which
states that
people work
in a group. In
China,
relationship of
manager with
the colleagues
In China,
rules and
regulation
are flexible
for the real
and
emergency
situations.
China is a
masculinity
society in
which men
work for
their
family.
People of
China have a
strong
propensity to
save or
invest for the
bright future.