(PDF) Development of Intercultural Management Competencies

Added on - 21 Feb 2021

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Core Values andIntercultural Management
TABLE OF CONTENTSINTRODUCTION...........................................................................................................................1LO 1.................................................................................................................................................1Conceptual framework related to the cross culture of hospitality, tourism and eventmanagement organizations..........................................................................................................1LO 2.................................................................................................................................................3Strategic thinking in cross culture management.........................................................................3LO 3.................................................................................................................................................4Evaluation of existing business practices....................................................................................4LO 4.................................................................................................................................................6Challenges faced by McDonald in Indian market.......................................................................6CONCLUSION................................................................................................................................7REFERENCES................................................................................................................................9
INTRODUCTIONIntercultural management refers to the values, skills, knowledge and insights which areused by the management to deal with the national and regional culture, understand therequirement of customer in the market to achieve the objectives and goal of the company. Thereport highlights the different culture of McDonald in UK and India. It helps to understand thedifferences in the culture and how it helps to manage the company performance in the market. Italso helps to take the decision of investment on the basis of the cultural difference and theirperformance. Further, it explains the conceptual framework and the strategic thinking related tothe cross culture. It helps to evaluate the existing business practices and of McDonald andprepare the strategies and plan to improve the performance. The report also highlights thepotential challenges faced by McDonald in India and UK to establish their business with thecultural differences.LO 1Conceptual framework related to the cross culture of hospitality, tourism and event managementorganizations.Cultural profile of UKThe cultural profile is differed from one place to another. In UK the cultural profile isdivided in 4 sectors such as People-centricity, Individual learning, organizational learning,diversity and inclusion. In UK, customer prefer fast food because of the busy life schedule. Thefast food industry are quite popular in UK because people prefer to consume fast food disheswhich are easily available and prepare in the market.People centricity:The culture of UK focus on the needs and demands of the customer.They encourage employees to participate in the organization activities and provide innovativeand creative ideas to support the culture and fulfil the demand of customers. They décor andoffer the fast food product according to the demand of the customers (Cross and et.al., 2018).The engagement of employees in the organization helps to improve the productivity andproductivity.Individual learning:the culture also focus in the lifelong learning of the employees orstaff members. They believe that the individual learning or employees helps them to promote orimprove the quality, productivity and services in the market and compete with the competitors.To improve the individual learning they provide training and development program in the1
organization so the individual can improve their skills and knowledge regarding their job profile(McDonald, Gough and Wearing, 2019). The hamburger university, leadership development andglobal mobility are some program which help the individual to learn new things.Organizational learning:The individual learning helps to develop or improveorganization knowledge and gain the competitive advantage in the market. As per the UK culturedevelop certain policies and strategies regarding the food and service. For example In UK theyuse beef in their burger which is quite popular among the customer. According to the culture,taste and preferences of customer they prepare less spicy food which is different from the othercountries.In UK people follow same custom or tradition with minor differences so, the changes infast food ingredients are also minor. Any food company can easily enter into the market becauseof the wide scope of growth (Harrington and et.al., 2017).Cultural profile of IndiaThere is large scope to invest in Indian market because of the variety of culture, tradition,large number of population etc. In Indian market the customs, values, tradition are differed fromone place to another which provide large scope to the companies to invest in Indian market.Forexample:Indian food industry is divided in four sectors such as northern food, Western food,Eastern food and Southern food. The variety of customs and tradition helps to innovate newdishes, products and fast food to meet the demand and need of Indian customers (Cross andet.al., 2018).Customer Based:In India the aim of McDonald is to focus on the interest andpreferences of customer, their tradition and culture. They conduct market research to understandthe culture of India and then serve the food according to their culture and tradition. For example:Indian people did not accept the McDonald burger because of the beef ingredients. So, theMcDonald has to change their Burger according to Indian customer demand. The aim ofMcDonald in India is to satisfy the demand and need of customer.Tradition and customs based:Indian customer prefer spicy and healthy food rather thanto the fast food in their daily life. The norms and values are also differed.For example:TheBrahmin in India prefers to consume vegetarian food and Jain customs people excluded the rootfood (Wearing, S., and et.al., 2018). The Indian customer are attracted towards the western2
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