Concept of International Business

Added on -2020-02-14

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INTERNATIONALBUSINESS
Table of ContentsEXECUTIVE SUMMARY.............................................................................................................3INTRODUCTION...........................................................................................................................3TASK 1............................................................................................................................................4TASK 2............................................................................................................................................5TASK 3............................................................................................................................................8CONCLUSION..............................................................................................................................10REFERENCES..............................................................................................................................10APPENDIX....................................................................................................................................12
EXECUTIVE SUMMARYThe concept of international business and various elements included in it are covered inthe report to highlight the need for a company operating in international competitiveenvironment to align with changes occurring. Understanding the concept of Organizationstructure is an important area of concern as it determines the way in which the cited companycarriers out various functional activities. The corporate culture of Uniliver has a broader scopeincluding set of beliefs and assumptions adopted by the senior executives to lead the personnelsworking under them in an appropriate manner to sustain the positive image of the companyamong its customers to contribute its part in the society in which it exists. Organizationalstructure and corporate culture together determine how to design strategies for managing humanresource department to achieve global objectives and goals (Dunning, 2012).INTRODUCTIONThe framework presented in the report is prepared with consideration to world's largestmultinational company that is Uniliver which has wide scope of operational functions in variouscountries across the globe. The enterprise has been providing a wide range of products includingdetergent, personal care products and food products, etc. Looking at the company's background,it has been observed that the entity had initially followed decentralized structure for number ofsubsidiaries that operated in specific national market within the assistance of local managers whowere held responsible for performance of activities carried out by them including marketing,
promotional and distributional activities that were aligned with customer's demand andpreferences. However, the cited company faced the issue of falling behind production andmarketing of new products as compared to improved global branding of rivals on account ofbeing able to bring new product ranges in the market. This imposed a requirement on Uniliver tocoordinate manufacturing and marketing activities of various subsidiaries located within theregion (Griffin and Pustay, 2012).TASK 11.1 National cultures affecting Uniliver's business transfer processThe statement mentioned in the section has empirical evidence as observed in the case ofcited company. The corporate culture of Uniliver traditionally included list of beliefs andassumptions that focused upon promoting the idea of decentralization. Company cited in thereport has been observed facing problems and issues with respect to designing and transferring anew corporate culture to bring a new product in the market to successfully operate in globalmarket environment. Sustainability in competitive business environment requires the cited firmto design a corporate culture that includes framing as well as implementing strategies andpolicies that enables the organization to coordinate the marketing activities of varioussubsidiaries on international basis. Bringing up with a new product in the market requires thecited entity to analyse market condition of each regional market. Technological and fashiontrends prevailing in the market, influence the need for designing and manufacturing a newproduct to align with changing taste and preferences of customers on a large scale. Uniliver is aninternationally operating company which has acquired a prominent position among its customers.Corporate culture is an management environment that prevails within organization on overallbasis. It has been analysed that the cited enterprise has been following different managementstructure which directly affects the way in which company needs to design its own corporateculture. Looking upon the objectives and goals of Uniliver, it is required that the company adoptsvarious strategies for overall improvement of various subsidiaries that are existing in specificgeographical area. There are number of rivals that have been successful, following a strategy thateffectively coordinates marketing activities of similarly working subsidiaries to reduce themanufacturing cost by putting in efforts to reduce the purchasing cost (Ball, Geringer, Minorand McNett, 2012). Similarly, the corporate culture of cited organization needs to be modified bybringing in required changes in beliefs and ideology followed. The concept of corporate culture

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