International Business Communications: Strategies for Success in the Philippines

This report discusses the theories of international and intercultural communication, cultural sensitivity, networking, and communication barriers in the Philippines. It provides recommendations for communication strategies to ensure success in international business, specifically for Marshfield Bakery's expansion in the country.

International Business
Communication

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Brief introduction of Philippines...........................................................................................1
Theories of international and intercultural communication...................................................2
Evaluation of cultural sensitivity............................................................................................4
Importance of networking – research into the relative importance of languages including the
extent to which the language of the buyer should be used (Advantages and disadvantages).5
Analyse different communication barriers experienced by foreign businesses in the
Philippines..............................................................................................................................6
Communication strategies/ Recommendation........................................................................6
CONCLUSION................................................................................................................................7
REFERENCES ...............................................................................................................................8

INTRODUCTION
International communication is refers to the communication practice that happen across
international borders. The demand of international communication is because of the increase
affects and an influence of globalization. A good international communication helps in
maintaining these complex business dealings. But a bad communication practice can cause loss
of business and even tension between countries (Adeola, Hinson and Sakkthivel, 2022).
Marshfield bakery is a manufacturer quality handmade cakes, biscuits, snacks bars and seasonal
goods that are distribute across UK and Europe. Company was founded in 2005 with the
headquartered in England. In order to moving the company production to another location the
selected country is Philippines (Anderson, 2020). In this report there will be discussion regarding
the different theories of international and intercultural communication of Philippines. For further
understanding there will a brief discussion related to cultural sensitivity of the country. Further
there will brief about importance of networking and a research regarding the relative importance
of languages including an extent through which language of the buyer should be used and its
advantages & disadvantages relate to these. There will an analysis related to different
communication barriers that were experienced by foreign business in Philippines. Lastly there
will be communication strategies and a recommendation in order to enable organisation success
in Philippines.
MAIN BODY
Brief introduction of Philippines
The Philippines Island is an archipelago in Southeast Asia, which forms the basis of the
Philippine republic. It is officially the Republic of the Philippines. It is located in the western
Pacific Ocean and it includes around 7,641 islands that are largely categorized under three main
geographical division from the south to north. The capital of Philippines is Manila. Marshfield
Bakery plan to expand its production in Manila, Philippines as there will be broad customers
base with lot of opportunity of the company to establish there. Expansion in this country will will
provide a trade opportunity, security, strong relationship possibilities and it gives a strong voice
in the international scheme of things. Hence, this will be the great opportunity for the
organisation (Nadeau, 2020).
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Theories of international and intercultural communication
International communication is the base for development and sharing information to each
other through spoken or gesture messages. Intercultural communication defines as a
communication between people from tow different cultures. It is a transactional, interpretive,
symbolic contextual process that people from different cultures will create (Balasubramanian and
et. al., 2022). Intercultural communication refers as a understanding of the difference in people
with a variety of cultures communication, act an perceive across the world. This has a huge
impact on people conducting the business. Hence, cultural implication is important for success in
international context. The intercultural communication theory generally focuses on individual
level. The theory of international and intercultural communication is important, as it helps in
interracial groups and international communities in order to cooperate with each other to build a
better relationship. In context to Marshfield Bakery for expansion in Manila, Philippines the
theory for better understanding of the international and intercultural communication with the
help of Hofstede theory.
Hofstede's cultural dimension theory
Hofstede is a framework that helps in understanding the difference in cultural across
countries and in order to recognize the ways through which business will be done across different
cultures. It will provide a differentiate between different national cultures, these will assess the
impacts of cultural on business settings. Organizational structure develops culture in the main
sense that is important to the organization. This enables the applicability of Hofstede's
dimensions of culture to the provision of practices. It helps in providing best practices within the
organization which helps in expanding the business. Through this model, best business practices
are developed to allow for its expansion (Bedford and et. al., 2022). It allows organizations such
as Marshfield Bakery assistance in strategic management. In order to expansion the production
in Manila, Philippines the for understanding the international and intercultural communication,
which is included in the model and discussed as follows:
Power distance index:
The power distance index was determined with those addressing inequalities as well as
power factors. Organizations in the market should be able to follow its basic plan which is
effective for the development of a performance different index. In context to Marshfield Bakery
expansion in Philippines. The Philippines is a hierarchical society. Which means people are
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accepting this order and everyone has a their own place in which there is no need for
justifications. Hierarchy structure in enterprise is the reflection of maintaining the functions of
keeping centralized operation following a proper structure through which the communication
will flow.
Individualism vs. Collectivism:
This is a core business responsibility that focuses on individual employees. It leads to the
assumption of responsibility in relation to employees with a focus on business activity.
Marshfield Bakery should focus on individual perspectives, which will make a diverse workforce
more effective. In context to expansion in Philippines, the country is considering a collectivistic
society. This shows that country has a seriousness when it comes to their family members or any
other extended members of the group. Loyalty is important in collectivist culture as is overrides
most of the rules and regulation regarding social culture. With this the organisation in here can
promote building a strong relationship in order to take responsibility of each other in group. In
this society transgression can cause a shame and loss in face of people. In this the employer and
employee relationship can be as a family bond. The decision making of hiring and promotion
were taken into consideration for the betterment (Braithwaite, Cooper and Jones, 2022).
Uncertainty Avoidance Index:
It is used to determine the uncertainty that may occur in various aspects present in an
organization. It is a description that makes the unknown situation over the events handled by the
organization in an effective way. Marshfield Bakery should reduces uncertainty in order to avoid
any kind of risk that could hinder the functioning of the organization. It creates strict laws and
regulations for the smooth running of the organization. The Philippines has a low liking for
obviate uncertainties. Companies with reduced levels of UAI keep more of easy attitude in which
activity is much important than rule & deviations from the standard are much well bearable. In
companies showing down UAI, group consider that there should be no unnecessary rule than
required. Agenda are supple, hard work is done when needed but not for its own welfare,
accuracy and promptness are not taken for granted, creation is not seen as forbidding.
Masculinity vs. femininity:
The relevant dimension that is defined above creation that creates achievement, attitude,
equality and behaviour. Like masculinity that was measured in the development of ferocity and
lack. This is based on the other hand, femininity is related to the creation of general roles, care
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that deals with the quality of life. The Philippines in this conception and hence, it is a masculine
society. In this state people “live to work”, administrator are anticipated to be more conclusive
and emphatic, competition & performance, the intensity is on justice and battle are generally
resolve through fighting it out (Varadarajan and et. al., 2022).
Long-term vs. short-term orientation:
This orientation is based on the determination of the horizon used by the organization in
the implementation of the strategy of over-planning. Marshfield Bakery organization which
envisages to focus on the development of both short and long term goals that will achieve the
goals and objectives of the organization. This enables quick results and a long-term orientation
focused on growth and development. The Philippines is more on the standard than practical. As
group in these society there is a very powerful interest regarding the establishment, they are more
standard in their thought. Society also display a great esteem for their custom, and
comparatively little tendency in order to save for the upcoming and is focusing on accomplishing
fast consequence.
Evaluation of cultural sensitivity
Cultural sensitivity define as getting aware of the difference and similarities about
different customs. Also to different individual existence without knowing any positive or
negative aspects related to it. This allows company to respond with a respectful and appropriate
manner to different types of people through the recognizes the affirms their worth, irrespective of
their cultural background. Cultural sensitivity is the skills of set which ensures that organisation
can get knowledge and understand people from different background in order to become more
better in serving the community. (Caputo and et. al., 2022). In context to expansion in the
Philippines, Marshfield Bakery need to take into consideration of country's cultural sensitivity.
Filipino business culture is a hierarchical, that the individual is highest position and are approval
all finals determination, but the group agreement is still important for decisions earlier this
reaches to individuals. An verbal consent are correspond in order to the ground of trust. If the
person breaks it, then that person will be in jeopardise their business relationship. The influence
of cultural factor of business is extensive. The impacts of employees is best and managed is
supported on their precedence and belief. This also affect on the structural areas of sales,
distribution & marketing. This can affects a organisation investigating & decisions in order to
enter the new market. The cultural is a reflection through the simplicity of past of the Philippines
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by the merging of pre- Hispanic autochthonic Austronesian civilization. There are numbers of
countries that cause the influence of Philippine culture such as US, China an Spain.
Importance of networking – research into the relative importance of languages including the
extent to which the language of the buyer should be used (Advantages and disadvantages).
A network is a proper that enures that the employees of the company have a system of
transferring the information among themselves. It also ensures that there will be no
misunderstanding between people and they will be on same page as others. Network
communication refers as a set of protocols that allows application programs in order to talk with
each other without relation with the hardware and operating system where company is running. It
also it also provides a support of smart grids for transfer the data from customers & equipment
throughout the distribution system back to the utility. This is depending upon the communication
system that is being used, with these data it may be a concentrated or relayed four to five time
before this reaches the utility (Conis and et. al., 2022). Benefits of international networks in
setting up staff transaction to assist an knowing in order to help developing countries and to
share knowledge & practices. It is engaged in skills training and building process. Networking
helps business professionals to increase their awareness of industry trends and provides
opportunity for jobs. This also helps business owners to establish partnership or mutual benefits
connections that could lead in order to business opportunity in future. The network of the
company should be excellent source of new prospective and ideas in order to help them in their
role. Exchanging information on experience, goals and challenges is a essential key benefits for
networking because this allows them to gain insights that they may not have otherwise.
Maintaining the first language is important to their identity and it contributes to a positive
self-concept (Sengupta and et. al., 2022). Language help people to express their sensitivity and
thought process. This is a specific to kind because it is a way to express unparalleled ideas &
belief within different cultures and societies. Through learning a international language, they can
understand ideas and thoughts that might be contrary from individuals cultures. In context to
Marshfield Bakery expansion in Philippines and as the native languages that is spoken there are
Filipino and English. There are various advantages and disadvantages of language in context to
buyer point of view that. Company needs to bring a local person in their operation and
production level in their international business in order to communicate with her Filipinos is
mentioned below.
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Advantages
 It helps attracting more customers.
 It will provide to build a relationship with the customers (Cuervo-Cazurra and et. al.,
2022).
Disadvantages
 This might increase the cost of the company.
 As Filipino will attract to towards their communities which might be the threat to the
enterprise.
Analyse different communication barriers experienced by foreign businesses in the Philippines
Marshfield Bakery wants to move its production in Philippines which might results in
various challenges and barriers that can affect the process(Kyrousi, Koronaki and Zotou, 2022).
On of such barriers is communication barriers. There are various experiences that were faced by
foreign business in order to establish in the country. Some of them are mentioned below.
 Language- There will be difference in language, as due to difference in language which
can affect the communication between employees and customers.
 Gestures- As it allows individuals to communicate in various feelings and thoughts,
hostility to approval and affection. Which can cause barrier to the company to connect
with the customers (Gördesl and Varol, 2022).
 Less communication facilities- Because of the less facilities to communicate with
customers in different country can affect the communication with customers.
In order to avoid these company need to take them into consideration for their decisions.
Communication strategies/ Recommendation
Communication strategy is a plan for communicate information regarding to a specific
event, audience, issue and situations. It serves as a blueprint for communicating with the
stakeholders, public and customers in different country (Ji, Li and Sethi, 2022). The different
communication strategies that might help Marshfield to communicate with the people of
Philippines are mentioned below.
 Being empathetic towards employees and customers.
 Using different technology and innovation.
 Understanding the culture of the country.
For recommendation in order to enable the company to success in the Philippines are such as,
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 Through developing the formal communication in their operation and business.
 Should focus on team development (Chakraborty and Jain, 2022).
 Through using a advanced communication tools.
CONCLUSION
From the above report it is concluded that for expansion in the Philippines the Marshfield
Bakery needs to concentrate on the international business communication factors and strategies.
From the understanding of different theories of international and intercultural communication of
Philippines the Hofstede theory is the best suitable theory for expansion in international market.
After analysis the cultural sensitivity of the country it is concluded that the company needs to
focus and take it into consideration for successful establishment in that country. Further
understanding of the importance of networking of international business it is it important to have
a strong network in order to communicate with the customers. After researching the relative
importance of language with the context to buyer it concluded that it is important to have a
foreign language and have a employee of that country in business establish in that country will
provide various benefits tot he company. After understanding the advantages and disadvantages
of of this helps perceptive the importance of language. After analysing the communication
barriers that foreign business have already have in order to expand in Philippines, it helps in
understanding and identifying the effect that need to be avoided for organisation. Lastly after
applying the communication strategies in operation and decisions of Marshfield for the
expansion in Philippines, this will provide a strong establishment and provides a success.
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REFERENCES
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Knowledge. Emerald Publishing Limited.
Braithwaite, E.C., Cooper, C.L. and Jones, M.V., 2022. Home-working and e-communications
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Minerva Psychiatry.
Caputo, F., and et. al., 2022. Digital platforms and international performance of Italian SMEs: an
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Nadeau, K., 2020. The history of the Philippines. ABC-CLIO.
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Varadarajan, R., and et. al., 2022. Digital product innovations for the greater good and digital
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pp.482-501.
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