International Business Communications: Strategies and Barriers

This report discusses the importance of communication in international business, cultural sensitivity, networking, and communication barriers faced by Marshfield Bakery in India. It also covers communication strategies and recommendations for success. The report applies Hofstede's Cultural Dimensions theory to India and evaluates the country's cultural sensitivity. The report is relevant to courses in international business and communication.

International Business
Communications

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
International business and communication..................................................................................3
Overview of India........................................................................................................................4
Theories of international and intercultural communication.........................................................4
Hofstede's Cultural Dimensions theory...................................................................................5
Cultural sensitivity in international business...............................................................................6
Importance of networking............................................................................................................6
Communication barriers faced by Marshfield Bakery.................................................................7
Communication strategies and recommendation used by Marshfield Bakery............................8
CONCLUSION................................................................................................................................9
REFERENCES................................................................................................................................1

INTRODUCTION
Business communication is important through which all type of activities like marketing
selling etc are being done easily. International business is doing its business globally and
worldwide with various channels of communication (Guercini, 2020). The company of United
Kingdom Marshfield Bakery is a firm selling various types of bakery products to its customers
and now moving its business to another country. Marshfield Bakery is developing and selling
variety of delicious bakery items like pancakes with variety of chocolate cakes with quality
ingredients and raw materials and with reasonable prices This report will include definition of
international business and communication and a discussion on selected developing country.
Furthermore, it will include application of theories of international and intercultural
communication to the selected country and evaluation of cultural sensitivity when doing business
in the selected country. Moreover, importance of networking or research into the relative
importance of languages including the extent to which the language of the buyer should be used
and the different communication barriers experienced by foreign businesses in the selected
country. Lastly, Appropriate communication strategies and other relevant recommendations for
enabling the company to succeed.
MAIN BODY
International business and communication
International businesses are growing on a rapid rate due to globalisation and
internationalisation and increasing awareness of consumers about the variety of products
(Szkudlarek and et.al., 2020). The businesses wants to expand and grow its business by way of
expanding it in another areas for making its products and services available to that market also
and earning profits with them this only can be done with the help of good channels of
communication and good network. The communication plays a key role in doing the
international businesses weak network of communication will lead to losses and consumers does
not aware about the products in the market due to lack of communication. So if the company
wants to expand or move its business from one country to another it has to communicate its

products in the targeted area and country so that all the customers can get to know about its
products.
Marshfield Bakery is the company of United Kingdom selling handmade cakes, snacks,
biscuits, and variety of products that are distributed through out UK and Europe (Makhmudov,
K., 2020). This is an innovative company and growing its business with continuous improvement
and searching for new market for more growth and profits for expansion of the firm. This
company has 45 employees with a turnover of $2 million which is located in Dyrham, Wiltshire.
This company is doing its funding activities with contract directly with Government for regional
growth funds and European regional development funds
Overview of India
Marshfield Bakery is moving its business to another developing country named india for
earning more and for more growth due to more competition in the United kingdom and its
making this company weak by just earning certain and fixed amount of income which leads to no
further growth by moving this company to that country in which the opportunity are more it will
be more beneficial for the country to move. India has wide scope for doing businesses due to
more population and variety of cultural diversity peoples in the market. The Marshfield have
huge advantages for doing its business in India due to no or very less substitutes of the products
and very less competition so that they can earn huge returns (Gerlach, 2021).
Furthermore, Selecting this country has huge advantages like there are very low cost of
taxations are applied and the Indian currencies has low values and in India all type of peoples
with different earning capacity are found with huge population and increasing demands for
delicious food. The amount of teenagers and adults are also high and this customers can be
targeted for earning more amounts of profits. Marshfield Bakery is training its employees in a
way so that they work with full efforts and satisfaction with all the motivational opportunities are
provided to them for producing more variety of products and services to India.
Theories of international and intercultural communication
International and intercultural communication both focus on cultural and communication
due to geopolitical, economic, social relations among the societies and group of companies
(Djekic and et.al., 2021). Intercultural communication are those communication which are
between people of different nations like different nation and countries have different cultures and
nations. The company Marshfield Bakery is moving its business in India which is a developing

country and have different languages and cultures which makes its difficult for operating its
business in India this company has to analyse all the communications and cultures of India and
plan its marketing accordingly so that each customer of India can understand its products. The
theory which is selected by this company for international and interculture communication are:
Hofstede's Cultural Dimensions theory
This theory is designed to provide the factors and differences that affects the company that
is doing its business in another country or marketing and selling its products in other country
with different cultural languages. This different cultures act as a barrier to communication and
this demotivate the customers and affects the company growth and earnings and this differences
should be studied properly. There are Hofstede’s six cultural dimensions which is given by Dr
Geert Hofstede in 1970 which are as follows.
 Power distance index: PDI indicates the amount of power distribution among the society
and the people and the degree of inequality exists. A high PDI shows society and people
accept unequal distribution of power and hierarchical distribution of power (Maaravi,
and et.al., 2021). Low PDI indicates that people or society accept situations where is
equal distribution of power and every one is equally treated. So Marshfield Bakery has to
check the PDI of India generally the India has high PDI. Individualism vs collectivism: This is the difference between the behaviours of people
like some may leave alone and does not share their thoughts and some society remains
together in groups and share there thoughts and opinions together with collectivism.
Individualism creates losses and difficult for the company to reach each one where
groups can be reached easily and communicated easily (Maaravi, and et.al., 2021). Masculinity versus femininity: In masculinity the men are preferred and targeted over
females generally in India the markets The men are more dominant and communicated
first. In femininity society the men and females are same and females are preferred more
then men so the company ahs to decide to whom the communication should be more for
selling the products (Darsono, and et.al., 2021). Uncertainty avoidance index: Uncertainty presents every where and cannot be removed
but it does not mean the company’s should stop trying. the uncertainty should be
predicted efficiently before putting plan into actions (Sun, and et.al., 2019).

 Long- versus short-term orientation: long term and short term orientation also affects
the communication in the society towards the products if the long term goals are set then
the more true and loyal methods should be chosen and vice versa. Indulgence verses restraint: This is the society behaviours towards the life like some
people are enjoy there life and does not think to much for change and accept the products
and services easily where as some are very strict towards there choices and does not be
influenced easily they need more efforts by the company to influence them (Gallego-
Álvarez, 2021).
Cultural sensitivity in international business
In international business different countries have different cultures and Marshfield is
moving its business in India which has diverse cultural peoples. Marshfield Bakery need to
analyse all the cultural or groups of peoples that has to be targeted and the need and preferences
of that cultural are analysed for producing products and services accordingly. If this company
does not aware about the culture prevailing in the market and the products are not communicated
properly and not understand by the customers properly then there is no meaning of doing the
business in that market. Marshfield Bakery company is also selling coffee with different flavours
and taste and all the trending snacks prevailing in the market. So the different culture peoples
have different taste if more variety are available in the market more will be the success of that
products in the market.
Every employee, vendor or customers does not share the same culture so the culture which
is more accepted by the peoples and in which there are more groups of people should be targeted
first by the Marshfield Bakery like adults and age of 15 to 30 Indian people like more of coffee
and sweets other demand less so this age of peoples or customers are targeted and communicated
first with good communication channels and marketing. If one member of one cultural group is
dissatisfied with the products then the whole culture stop buying the products due to groupism
and collectivism so the this company need to develop or communicate efficiently according to
cultural based networks.
Importance of networking
Networking helps in connecting peoples or companies from one country or geographical
area to another country for exchanging ideas, thoughts to others. Networking is the best form of
communication with the customers or peoples of different areas. Powerful networking boost

companies confidence like the company Marshfield Bakery should use efficient networking
channels for communicating its products to the Indian customers with different customers so that
all the customers and groups covered easily. Networking is important for international business
and communication for awareness of the present demand and cultures in the market and
communicating with the customers to know about there choices and preferences (Godwin, 2022).
Networking is important for the company like Marshfield Bakery is moving in India
because of the cultural diversity and different languages used by Indian customers it becomes
important for the company to establish good network in Indian market like using various medium
of communication and making the customers aware about the new products. For example
Marshfield Bakery should use various communication channels like social media and online
platforms for advertising its products in the market and making customers know about the
features and quality of products, or can use various discounts and offers like first buying is free
for every new customers etc this will attract the customers through this media.
Language plays a key role in the networking like if the Marshfield Bakery has to sell its
products and work in India it has to use those languages which are being used in those areas
otherwise the Indian customers cannot understand the products in different language and
communication will lack due to differences in the languages. The company should use languages
for example English which is understand by 50% population of India and using this language
helps in communicating to the customers and defining the products with ease with various
networks. This company for successful operation should use different languages with different
networks for reaching the customers efficiently and increasing the profits (Alshammari and et.al.,
2019).
Communication barriers faced by Marshfield Bakery
There are various communication barriers which every company faced doing the business
internationally in this report we will discuss seven barriers of communication which are as
follows. Physical barriers: There are various physical barriers like physical environment which
involve operating the business in different place, availability of resources, offices,
labours, Bad architect, noise are those factors which affects the communication process
between the working process due to wrongly use of physical assets.

 Perceptual barriers: Perceptions are the peoples mental thinking about some particular
products or resistance or block in changing the products and some common beliefs in the
mind of peoples like in India people will not buy foreign goods easily over domestic
goods this makes the communication less effective (Saint-Pol, and et.al., 2020).
 Emotional barriers: emotional barriers are the negative feelings which some peoples
acquire for new and foreign products and they are emotionally attach to there existing
products. This feelings makes it difficult for the customers to trust to the new products
and services and makes the communication difficult for the company (Kumar, A., 2022).
 Cultural barriers: There are different cultures peoples in the world and the company
Marshfield who is moving its business in India need to face this barrier like different
religion peoples, different custom, different choices affects the communication of the
company
 Language barriers: Different country uses different languages and this company is
moving in India which has diversity of languages so this makes barriers in
communicating properly about the products to the customers properly with different
languages. Gender barriers: The gender also affects the communication process like in some
community men are dominating and communicating with them will have more efficiency
then females so this is also a barriers like to whom the company should communicate and
target first. Marshfield Bakery is producing and selling products of both genders because
every adult or age can enjoy its products so this company has to target both the customers
or genders. Interpersonal barriers: They are the negative behaviours of the company and the groups
about certain products and services and they are difficult to influence by way of
communication they require more efficient use of communication by the company.
Marshfield Bakery has to communicate effectively by removing all the negative thoughts
from the mind of the customers and try to built a good image in there mind.

Communication strategies and recommendation used by Marshfield Bakery
Marshfield Bakery has to use various strategy of communication for making its products to
be successful in the Indian market with efficient communication channels. This company is
following growth and marketing, business strategy with low carbon and sector standards for
protecting the environment (Al Shamsi, and et.al., 2020). The company should advertise its
products on social media and television or every media so that customers are aware about the
products and attracted towards the products. The company should use all type of language and
convert its advertisements in all type of language so that every customer can be reached or can
understand this company products easily. This company should use various forms of advertising
and methods for attracting all type of customers with different languages and prude products
with variety of features like producing the food and cakes which are more accepted by the Indian
customers. Marshfield Bakery should plan all the strategy and evaluate all the factors which are
affecting the communication and target those market which has more demand for the products
and no substitutes available.
CONCLUSION
From the above report it has been concluded that international business communication is
important for doing the business internationally like expanding or moving in new country the
communication plays a key role for making the targeted country customers aware about the
products and services. Furthermore, it has been also concluded that Hofstede culture theory helps
the company to analyse all the market factors that affects the interculture communication and
plan its strategy according to the needs of the market by properly analysing them. Moreover, it
cultural differences creates problems in communicating with the customers due to there
behaviours and different taste and preferences. Networking helps in reaching the customers and
communicating with them about the products and services in different countries through various
forms of mediums of communication. There are various communication barriers that comes in
between which has to be evaluated before establishing the business and make all the strategy
necessary for successful operation of the firm.

REFERENCES
Books and journals
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teaching. Science and Education, 1(4), pp.84-89.
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consistency of Hofstede's VSM 2013 Scales. Frontiers in psychology, 12, p.662604.
Djekic and et.al., 2021. Cultural dimensions associated with food choice: A survey based multi-
country study. International Journal of Gastronomy and Food Science, 26, p.100414.
Maaravi, and et.al., 2021. “The tragedy of the commons”: How individualism and collectivism
affected the spread of the COVID-19 pandemic. Frontiers in public health, 9, p.627559.
Zainuddin and et.al., 2018, December. Alternative Cross-Cultural Theories: Why Still Hofstede?.
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Darsono, and et.al., 2021. Cultural dimensions and sustainable stock exchanges returns in the
Asian region. Journal of Accounting and Investment, 22(1).
Sun, and et.al., 2019. Indulgence versus restraint: The moderating role of cultural differences on
the relationship between corporate social performance and corporate financial
performance. Journal of Global Marketing, 32(2), pp.83-92.
Gallego-Álvarez, I. and Pucheta-Martínez, M.C., 2021. Hofstede’s cultural dimensions and R&D
intensity as an innovation strategy: a view from different institutional contexts. Eurasian
Business Review, 11(2), pp.191-220.
Godwin, J. and Farrona, S., 2022. The Importance of Networking: Plant Polycomb Repressive
Complex 2 and Its Interactors. Epigenomes, 6(1), p.8.
Alshammari and et.al.,2019. Barriers to nurse–patient communication in Saudi Arabia: an
integrative review. BMC nursing, 18(1), pp.1-10.
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Saint-Pol, and et.al., 2020. Targeting and crossing the blood-brain barrier with extracellular
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Kumar, A., 2022. Some things aren't better left unsaid: Interpersonal barriers to gratitude
expression and prosocial engagement. Current Opinion in Psychology, 43, pp.156-160.
Al Shamsi, and et.al.,2020. Implications of language barriers for healthcare: a systematic
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