International Business Communications: Strategies for Success in the Philippines

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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