International Business - Bonia corporation

Added on - 21 Feb 2021

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INTERNATIONALBUSINES
Table of ContentsINTRODUCTION...........................................................................................................................3MAIN BODY...................................................................................................................................3Overview of the company 275....................................................................................................31 The concept of cultural diversity..............................................................................................42 Analysis of cultural value dimension in the company............................................................53 Advantages and disadvantages of having a diversified culture in the company......................7SUMMARY.....................................................................................................................................9References......................................................................................................................................10
INTRODUCTIONInternational business can be defined as a trade of services, goods & technologies acrossnational borders & transactional level. This present study is based on Bonia corporation Berhad.This company is an international fashion retailer that is based in Malaysia. This study is going toshow about the main concept of cultural diversity that includes different language, race, gender,ethnicity etc. Cultural diversity has some advantages and disadvantages in the company whichhelp hinder and foster them in achieving their goals.Bresciani & Ferraris, (2015).Bonia corporation is a fashion retailer whose headquarter is in Kuala Lumpur, Malaysia.This company was founded by Chiang Sang Sem in 1974 and since then it has been created atrademark legend in this fashion industry. It offers a wide range of leather products and goodswhich includes leather footwear, handbags & accessories for not only women but also for men. Itis well-known company for its luxury and qualitative products and it landed its shops andboutiques all around the world like Singapore, Vietnam, Thailand, Japan, Kuwait, Myanmar etc.Rather than selling, manufacturing, marketing & distribution Bonia company is involved indevelopment, investment, advertising, product design and research & development activities.This retailer company has more than 700 sales outlets across Asia and has around 833 employeesat all shopsIsmail & Subramaniam, (2017).This corporation announced unaudited consolidated earnings results for the 3rdquarterand 9 months ended March 31, 2019. For the quarter, it reported revenue of MYR 116,916,000against MYR 104,224,000 a year ago. For the 9 months, this company reported revenue of MYR348,346,000 against MYR 329,759,000 a year ago. Earning results for the 2ndquarter & 6months ended it reported revenue of MYR 132.245 million against MYR 125.197 million.Earning results for the 1stquarter ended it reported revenue of MYR 99,185,000 against100,356,000 a year ago on September 30,2018. It is stated that this company owns over 1,200sales outlets & 185 stand-alone boutiques throughout the world.In addition, its Flagship fashion label Bonia, this group and all members has establishedSEMBONIA & CARLO RINO brands. In order to acquire of 70% equity stake in Jeco Ltd, TheGerman brand BRAUN BuFFEL joined this groupKassim, Ramlee & Kassim, (2017).1 The concept of cultural diversity
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