International Business Communications: Strategies and Barriers for Expanding Business in Developing Countries

This report discusses the strategies and barriers for expanding business in developing countries with a focus on international business communications. It covers various frameworks of international and intercultural communication, culture sensitivity, networking importance, communication barriers, and appropriate communication strategies for success.

Project 1- International
Business
Communications

Table of Contents
INTRODUCTION ..........................................................................................................................3
MAIN BODY...................................................................................................................................3
Overview of the selected developing country.............................................................................3
Apply various theories of international and intercultural communication on chosen country.. .3
Critically evaluate culture sensitivity, while doing business in international market.................6
Give the importance of networking and explain the extent to which the language of the buyer
can be used..................................................................................................................................6
Discuss the various communication barriers experienced by international businesses by
various examples.........................................................................................................................7
Provide appropriate communication strategies and other relevant recommendations for the
success of the business in developing country............................................................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
International business referred to the trade of products and services, technology,
knowledge and capital among national and global borders. This also includes the cross-border
transactions of commodities among two nations(Gray and et.al., 2020). There are certain aspects
of international business which includes the geographical, social factors, cultural aspects,,
economic and political aspects. For this respective report, CAFEPOD coffee co. is the chosen
business, it is the UK based independent coffee business which is established in 2011. they offer
the quality coffee for adventurous coffee drinkers to stay at their home and enjoy the coffee. In
this report, CAFEPOD coffee co. is going to expand its business in India, this is the developing
country. This respective report is going to cover the various frameworks of international and
intercultural communication for the chosen business. Critically analyse the culture sensitivity as
they are operating globally. Furthermore, this report analyse the various communication barriers
which is experienced by the global business with the help of various examples.
Recommendations will be made with appropriate communication strategies for the business.
MAIN BODY
Overview of the selected developing country.
Developing countries are those nations whose standards of income, industrial
development and living remain more or less below average. It is known that the economic
performance of a country is reflected by the gross domestic product. The gross domestic product
in 2021 was about 12.259 US Dollar per capita, worldwide. In contrast, the gross domestic
products in India reached 2,277 US dollars per inhabitant in the whole nation. India is the world's
largest economies and they are current rank 6. CAFEPOD coffee co. is gong to expand its
business in India as it is the developing nations which helps them to get good business and
ensure higher revenue and profitability as well.
Apply various theories of international and intercultural communication on chosen country.
As the company is operating its business and they are expanding its branches in the
global boundary so it is significant for them to evaluate the communication and the culture of an
nation by which they can familiar with the policies & market environment of India. For
analysing the intercultural differences and communication, the Hofstede’s cultural dimension

is the cultural model which is being used in order to understand the culture of different regions or
nations. There are basically six cultural dimension on which the nations can be ranked that are
given below:
 Power Distance: It is the dimension in which the people accept the change due to which
the individual is having more power. As the power is unequally distributed. This main
concern is here the society handles the inequalities in which society accept a hierarchical
order in such every people has heir own place and in low power people have to demand
for their rights. In context to United Kingdom, they have low power index and In India
people having higher power distance.
 Individualism: In this people only concerned about their own self and their family. They
do not take interest among the group of people or their issues. On other hand,
collectivism shows the preference for the people and look after them in return of
unquestioning loyalty. This is shown that In UK, there is high individual and in India,
there is low individualism.
 Masculinity: It shows that the society will be driven by the competitors, success and the
achievement. On other hand, Feminine society in one where the quality of life us the sign
of individual success. In UK, there is less Masculinity as people do not stand out from the
crowd. In India, there is high-degree of Masculinity among the people(Fannana, 2019).
(Powers, 2021).
 Uncertainty Avoidance Index: It basically defines as the situation in which the
uncertain situations is being ignored and this aspects shows the unknown situation and

unexpected events. In UK, there is less uncertain avoidance index and In India, there is
high avoidance index.
 Short-Term vs. Long-Term Orientation: In this, time differences is the major aspects
which focuses on the future and delay in the short time success. They basically focuses
on the goals that can be achieved within the shorter period of time. There is moderate
orientation in both the nations.
 Restraint vs. Indulgence: This basically focuses on the fulfilment of social needs of the
individual. Indulgence is the social allowance of having fun on other hand restraint define
that the society must be operated with basic rules so that all the task can be competed in
an appropriate manner. In UK, there is high degree of indulgence in which company give
the freedom to their employees. In India, there is less indulgence among the people.
Negocie Cultural dimensions
The concept of negotiated culture is the consistent with the latter view of cultures. This
basically stems from the theory of negotiated order of Anselm Strauss. To them all the social
order is the fruit of negotiations between social actors. Society is constantly changing because of
conditioned by the social structures that includes the norms and dominant beliefs, individuals can
act or such structures and this they influence the overall working of the company on the society.
There are some researchers have opposed the negotiated order theory, believing that
organisational structure have more sway over men can have more them. In consideration or
response to this, Strauss recognised that not everything is negotiable and which is indeed
structures conditions the type of negotiation.
There are two conditions out of which first is the sharing of the common goal. The parties
must get their interest in the desired result. When the future users of an ERP do not get the
arrival of such type of tool in the working environment, the chances of having common cut lure
are limited. If the management has not created a favourable climate for the arrival of the tool
then the risk of resistance or even the rejections of the tool remain same.
Critically evaluate culture sensitivity, while doing business in international market.
Culture is the aspects which helps in the overall expansion of the business in the
international market. This is generally affect the acceptability rate & audience of location in
which they are planning to expand their business(Knebel and Seele, 2020). The culture of the

company is basically responsible for the task which also impact the overall functionality of the
business in the target market. There are various examples but the best example is that maximum
houses are made up of wood so it is clear that there will be less demand of steel in the market.
Thus, people will be less attracted with such type of business and they leads to impact the overall
profitability of the business in the target market. Business sensitivity will hurdle the consumer to
business which is quite tough for the cultural.
It is known that the business must involve in establishing the positive relationship with
the people who are are conducting its business in the international market. CAFEPOD coffee co.
must focuses to serve their business in India by which can contribute to the value and behaviour
of people in an appropriate manner. In this, the business organisation will change its location that
the people in the particular culture. This will leads to establish the good brand image in the target
marketplace. It is significant for the business to have the appropriate knowledge of the culture so
that they can analyse and understand in the changing environment and conduct its business.
Give the importance of networking and explain the extent to which the language of the buyer can
be used.
Networking is the process of using the main consideration which contribute to the overall
well-being of the company in the international marketplace. In context to CAFEPOD coffee co.,
they must ensure the effective networking so that they can rightly ensure the better working of
the company in the target market. Following are the point which enlist the significance of
networking are given below:
 Cultural IQ and language: when the company is expanding its business to the
international borders, it is vital for them to have the effective networking so that they can
comply with the culture and the language of that region or the country which helps them
to operate their business in the smoother manner(Ghaleb, and Abdullah, 2021).
 Knowledge of international markets: Networking helps the CAFEPOD coffee co. to
have the better knowledge of international market by which they can expand its business
in the correct location which can be feasible to them.
 Make sure the business network is diverse: Networking is the aspects which ensure the
effective operation of the business in the market. In context to CAFEPOD coffee co.,
they have the better consideration while having networking, they also must ensure their
good network to have the overall functionality of the business in the intentional market.

Discuss the various communication barriers experienced by international businesses by various
examples.
There are various barriers which are faced by the company while expanding its business
in the international market. CAFEPOD coffee co. face various hurdles while communicating its
business in the global market. Following are the barriers given below:
Physical barriers:
When the individual is having effective working and engagement in helps people to
quickly communicate and effectively(Prokopenko and Omelyanenko, 2018). This is totally
depends upon the work environment. When the organisation decides to open its business in the
international business in different locations that is the situation which is unavoidable. This can be
controlled with the help of technology and related approaches.
Cultural Barriers:
There are various business which is operating its business in the international market so
there are different culture of every region and people behave accordingly. CAFEPOD coffee co.
is expanding its business in India so there is huge difference in the culture of UK and India
which makes difficult to have better communication among the employees and the customers.
They must focuses on understanding the culture of the country so that they can rightly operate
their business in India.
Perceptual Barriers:
This is the barrier arises from the mind of the individual that they have a communication
and how they are being impacted by the influence o the body language of the people. They must
focuses on showing interest in conversations and guide them for the right communication by
which they can ensure the good bond and communication among the people who are living in
different locations. As the CAFEPOD coffee co. is establishing its business in India so they
must focuses on having the better understanding of people behaviour and their body language so
that they can operate their business in an appropriate manner.
Provide appropriate communication strategies and other relevant recommendations for the
success of the business in developing country.
Strategies are the action plan which helps in overcoming the barriers which are being
faced by the company while expanding their business or having communication between two
nation. CAFEPOD coffee co. is planning to expand its business in India so there are various

strategies which are being used by them in order to have the effective communication to them in
the company at global level. Following are the strategies which help the company to have
effective communication with developing countries are are given below:
Verbal:
It is the strategies through which the individual can have the information while having
face-to-face communication. It is most common strategies or way to communicate to the other
person(Radio-television and Telecommunications Commission, 2018). There are certain methods
that can be used by the company so that they can ensure to receive the right information to them
are given below:
Using a confident and strong voice: while giving information to the person, they must be
confident and have the clear and strong voice so that the receive can get the exact information.
They can understand appropriately.
Visual:
In this elements or the strategies in which the photographs or drawing are to be include.
These are the type of visual which helps the customer or the audience to take interest in the given
information for less period of time. Moreover, an organisation can use the promotion and take
review before getting the final commodity in the market. This helps in understanding the overall
perception of the people for their prospective goods and services.
Recommendations for company:
It is suggested to the company to make the best use of local resources so that they can get
the god product to sale in the international market. It is the main aspects which helps the
company to have the good network for an organisation who is planning to expand its business in
the global market. This also helps them to have proper allocation of the resources which helps in
the long term sustainability. An effective strategy include the various market opportunities by
which they can retain in the competitive market in the local area where the company is
expanding its business. There are various aspects which helps the company to have the long term
sustainability and fulfilment of their goals.
CONCLUSION
From the above report, it is concluded that various communication barrier was discussed
with offering recommendations & strategies for the better functionality of the business in the
developing nation. International business is the aspects which is focuses on expanding its

business in new location globally so that they can capture the large customer base in the target
market. In this, UK based company is planning to expand its business in the developing county
such as India so there are various communication various which hurdle the overall functionality
of the business in the target market. Physical and cultural are the barriers which are emerging in
the market. There are various strategies which must be sued by the company to have the effective
communication such as visual communication, verbal communication by which the barriers can
eliminated from the process. hofstede and Kluckhohn & Strodbeck’s Cultural Dimensions model
are being analysed in order to understand the cultural differences among the area. Lastly, it is
recommended to the company to use the local resources of India so that they can make the best
use of their resources and budget.

REFERENCES
Books and Journals
Radio-television, C. and Telecommunications Commission, 2018. Ian Scott to the annual
conference of the Canadian Chapter of the International Institute of Communications.
Prokopenko, O. and Omelyanenko, V., 2018. Marketing aspect of the innovation
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Ghaleb, H. and Abdullah, A.A., 2021. A Conceptual Framework for Impact of Project
Complexity on Success of Railway Construction Projects: The Moderating Role of
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Practice (JMTP), pp.62-69.
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Fannana, F.Z., 2019. Asiatic Marketing Communications Limited.
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Salvendy, G. and Wei, J., 2020. Design, Operation and Evaluation of Mobile Communications.
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Gray, and et.al., 2020. Expanding qualitative research interviewing strategies: Zoom video
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