Bright Future Company Case Study Analysis

This case study analysis focuses on Bright Future Company, a Canadian company looking to expand in the Russian market. It discusses the issues they faced, such as unfamiliar market place, cultural diversity, and barriers to entry. The analysis provides recommended solutions and discusses the implications of implementing them. The report concludes with the importance of understanding cross-cultural management in international business.

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“Bright Future Company” Case Study Analysis
Report
Student Details

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Executive Summary
The Bright Future Company is the assumed company taken in the case study. In this case
study, the company wants to expand its business in the Russian market and wants to diffuse
the backlash from the companies name so the company hire the consultant which do the
analysis of the case report.
In the analysis of case study there is the identification of the issues, analysis of the cause of
issues, solutions suggested for the issues and the recommendation of the best solutions for the
issues is explained with the help of “Kluckhohn & Strodtbeck’s model”. At the end of the
report, there are the overall recommendations suggested by the consultant to resolve the
problems and issues faced by the company in the “Russian Diamond Mining Sector”. In
addition, when these recommendations have implemented by the company, then the
implications have been raised. These Implementations and implementations are also
explained in this report.

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Contents
1. Introduction..........................................................................................................3
1.1 Purpose of the Report...........................................................................................3
1.2 Scope of the Report..............................................................................................3
1.3 Brief Introduction of Case Study, “The Bright Future Company”......................3
1.4 Outline of the Report............................................................................................4
2. Analysis of Case Study, “The Bright Future Company”.....................................4
2.1 Identification of the Problem...............................................................................4
2.1.1 Issue of Unfamiliar Market Place.................................................................4
2.1.2 Issue of Cultural Diversity............................................................................5
2.1.3 Issue of Barrier to Entry................................................................................7
3. Recommendations................................................................................................9
4. Implementations and Implications.......................................................................9
5. Conclusion..........................................................................................................10
6. Bibliography.......................................................................................................12

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1. Introduction
1.1 Purpose of the Report
The purpose of the report is to understand the concept of cross-cultural management, which
includes the teams of managing the work in such a way that that can consider the cultural
differences, preferences and practices of the customers in the global or international
businesses (Havard Business Review , 2019).
1.2 Scope of the Report
The scope of this report is to do the case study analysis as the consultant to suggest the
appropriate ideas to expand the business of the Bright future company in Russia in the sector
of mining. In addition, the whole case study used for this report is based on assumption.
1.3 Brief Introduction of Case Study, “The Bright Future Company”
In this case study, there is an assumed company named as Bright Future Company, which is
the producer of precious metals. It is located in Canada and in the rural areas of Russia.
Russia diamond mining is the best way for them to expand globally. Hence, to diversify
internationally, Bright Future Company wants to develop the branch located in Russia, which
are under-developed region. While working on this project the initial team of manager faced
many problems. In fact, the company also faced the wrong allegations during the initial
period. After this incident, the company reputation is falling down and to diffuse this
backlash, the company has decided to develop the new mine to how the company efficiency.
Hence, the company hired the consultant who will help them in establishing their project in
Russia.

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1.4 Outline of the Report
The outline of this report is to identify the internal management areas with the means of
cultural dimensions that are important for their success in Russia. This report has to propose
the cultural sensitive designs as the consultant to ensure that the company is working as per
the intended goal and this can be done by the analysis of the case study with the help of MBI
framework by using the suitable model.
2. Analysis of Case Study, “The Bright Future Company”
2.1 Identification of the Problem
2.1.1 Issue of Unfamiliar Market Place
When the business has a successful image in the domestic marketplace and deals with the
competition well, then the business is ready for the expansions in the global market. For this
Business has to be established across the cross borders. In this situation, the company has a
deal in the unfamiliar marketplace (Jaworski et al., 2019). Hence, while dealing in the new
market place the company faced many problems as the market is unfamiliar.
2.1.1.1 Analysis
In the case study, The Bright Future Company’s manager faced the problem of an unfamiliar
market place in Russia. All the managers of the company are experts in their work in the
domestic market but internationally they have less knowledge about the market and due to
this, the company image was not maintained in the Russian market.
The analysis of causes of the unfamiliar market place is done with the help ‘Mode of
Activity’ and ‘Temporal Orientations’ of Kluckhohn & Strodtbeck’s model (Maznevski,
2012). In the mode of activity, the cause of the problem is the differences in the thought

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process of the people. In addition, the company is expanding in the rural areas of Russia and
most of the population have a belief in traditional and past time procedures.
2.1.1.2 Solutions for the issue of Unfamiliar Marketplace
 Knowing the people and the market
The team should take the necessary steps to be familiar with Russian people and then
understand the market environment of Russia (The Guardian, 2019).
 Understanding the Challenges
The team should have the capability to understand the challenges while dealing in the
Russian market (Minex Russia, 2018).
 Serve with the right attitude
It is very important for managers of BF to serve with the right attitude to the Russian people,
as it will help in improving the image of the company in the local market of Russia
(Entrepreneur, 2019).
2.1.1.3 Recommendations for the issue of Unfamiliar Marketplace
All the above solutions help in dealing with the unfamiliar market easily. In addition, these
solutions help in improving the image of Bright Future Company. The best solution
recommended for this issue is “Knowing the people and the market” as it will help the
company to make plans and strategies according to the environment of Russia.
2.1.2 Issue of Cultural Diversity
The cultural diversity refers to the diversification of the quality or difference in the culture. It
is the most important factor to be considered while the expansion of business in another

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country as in the domestic market the culture is different as compared to the other countries
market (Purdue Global, 2019).
2.1.2.1 Analysis
In the case study, The Bright Future Company’s manager faced the problem of cultural
diversity, as the culture of Russia is very different from the Canadian culture. Due to this, the
managers face the problem to deal in the market for the future expansion of the company. In
addition, this is the reason the company faced fake allegations that they are forcing the
villagers.
The analysis of causes of the unfamiliar market place is done with the help ‘The nature of
People’ and ‘Duty towards other’ of Kluckhohn & Strodtbeck’s model (Hills, 2012). Nature
of people includes human resources management, which can create problem while dealing
with people of a new culture. In addition, the team of managers were not capable of fulfilling
the duty towards others. Hence, this problem took place.
2.1.2.2 Solutions for the issues of cultural diversity
 Learn the Russian Culture
It is very important for the manager to learn about the culture of Russia, as it will help in
reducing the problem of cultural diversity (Bradford, 2017).
 Appreciate the Cultural diversities
The company should always appreciate the various cultural diversities by making the plan
and strategies according to the Russian Culture (Block, 2014).
 Being open to new things

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For the expansion of business, it is very important for the team to adopt the new things as it is
the requirement of the situation which helps them in adopting the new culture of the Russian
market (Spring, 2018).
2.1.2.3 Recommendations for the issues of cultural diversity
All the above solutions help in dealing with the cultural diversities issues. In addition, these
solutions help in building up the reputation of Bright Future Company. The best solution
recommended for this issue is “Being open for new things”. It will help the company in
adopting the new innovative ideas as per the requirement of the Russian diamond mining
culture.
2.1.3 Issue of Barrier to Entry
It is referred to that type of barrier which put restrictions on the new company for entering
into the domestic market. These barriers include rules and regulations led down by the
government in perspective of new firms who want to enter the domestic market. In addition,
it also includes the needs for licenses to trade in the respective market (Piercy, 2009).
2.1.3.1 Analysis
In the case study, The Bright Future Company’s manager faced the problem of a barrier to
entry into the Russian market as the Russia Trade market has various trade laws, which limits
the operations of new businesses in the Russian market. In addition, there is the restriction in
perspective of prices for the precious metals as the prices for these precious stones is
controlled by the government which restricts the entry of the Bright Future company in the
Russian market (Truth on the market, 2019).
The analysis of causes of Entry to Barriers is done with the help ‘The Privacy of Space’ and
‘The Relationship with Nature’ of Kluckhohn & Strodtbeck’s model (Sage Publications ,

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2009). In the privacy of space, the Russian market gives the chances to the domestic business
only and for the new entries, there are many trade laws criteria, which have to be fulfilled by
them to enter into the market of Russia. In addition, the country has the responsibility to take
care of the environment especially in the perspective of the mining industry. Hence, the BF
faced many difficulties while trading with the mining industry of Russia
2.1.3.2 Solutions for the Barrier to Entry
 Information about the Country’s trade rules and regulations
The BF’s Managers should have all the information about the trade laws of Russia and should
always follow them. It will help in improving their image in the Russian market and helps in
diffusing the backlash from the companies name in the Russian market (Business Law ,
2019).
 Competing companies information
The team of the Mangers must have the knowledge about the competitive firms in the mining
sector of the Russian market, as it will help them to expand their businesses in Russian
diamond mining sector (Business Queensland, 2019).
2.1.3.3 Recommendations for the Barrier to Entry
All the above solutions help in dealing with the Barrier to Entry issues. In addition, these
solutions help in building and maintaining up the image of Bright Future Company in the
Russian market. The best solution recommended for this issue is “Information about the
Country’s trade rules and regulations”. It will help the company in following the instructions
of the Russian government regarding trade laws required in deals of Russian diamond mining
industry.

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3. Recommendations
For all the issues, the best solutions have been recommended which helps the Canadian
company, The Bright Future company, to expand its business in the sector of “Russian
Diamond Mining Industry”. For the issue of the unfamiliar market, the best solution is
recommended is “Knowing the people and the market” which helps the company at the time
of strategic planning. For the cultural diversities issues, the best solution recommended is
“Being open for new things” which helps the BF in accepting the innovative ideas required in
the mining sector of Russia. In addition, for the issue of the barrier to entry, the best solution
recommended is “Information about the Country’s trade rules and regulations” which helps
the managers of the Company to expand their market in Russia with appropriate rules and
regulations. It is recommended to adopt these solutions for bridging up the image of the
Bright Future company in the International Market especially in Russian Diamond mining
sector.
4. Implementations and Implications
When the Bright Future company implement the recommendations, the implications of these
recommendations are explained in the below paragraphs.
For the unfamiliar market place issue, the Bright Future company implement the planning
and strategies to know about the people and the market environment of Russia. These plans
implication can be positively and negatively affects the image of the business. Therefore, to
have the positive implications, Bight future company have to make the Mangers team who
are experts in knowing and understanding the behaviour of the people and the marketplace,
which helps them to secure their place in the Russian diamond mining sector.

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For the cultural diversity issue, the Bright Future company implement the training programs
for the managers so that they can easily being open for the new things adaptions. After the
implementations, the implications faced by the company’s managers can be positive only if
they are actually adapting them as they are. In addition, they have to learn the culture for this
adaption. Otherwise, this recommendation will not work in the Russian diamond mining
sector.
For the Barrier to entry, the Bright Future company implement the limitations on the
managers of the company to follow the instructions by having the information about the
Country’s trade rules and regulations, which help in expanding the business in Russia’s
underdeveloped areas. After the implementations of this recommendation, the company
expands in the Russian market with an improved image only if the company is following the
rules and regulations properly. Otherwise, the company again has to face the downfall in the
Russian market.
5. Conclusion
From the above discussion, it can be concluded that Cross-Cultural Management is that type
of study, which helps in handling the conflicts within the heterogeneity culture and effective
management. This management practice is explained in the above paragraphs with the help of
the case study analysis. This analysis is done with the help of Kluckhohn & Strodtbeck’s
model, which has six dimensions. These dimensions help in finding the cause of the issues.
In additions, there is the description of the issues and solutions have been suggested in this
report, which help the company to resolve the problem faced by the Bright future company
on the Russian market in the case study. At the end of the report, there is an explanation of

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the implementations and implications of the recommendations suggested, which helps the BF
to expand its business in the Russian Mining Industry.

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6. Bibliography
Block, K., 2014. Promoting appreciation of cultural diversity and inclusion with the
Stephanie Alexander Kitchen Garden Program. Journal for Multicultural Education, 9(1),
pp.20-35.
Bradford, A., 2017. Russian Culture: Facts, Customs & Traditions. [Online] Available at:
https://www.livescience.com/44154-russian-culture.html [Accessed 27 May 2019].
Business Law, 2019. What Are Trade Regulations? [Online] Available at: https://business-
law.freeadvice.com/business-law/trade_regulation/trade_regulations.htm [Accessed 27 May
2019].
Business Queensland, 2019. Understand your market and competitors. [Online] Available at:
https://www.business.qld.gov.au/running-business/marketing-sales/marketing-promotion/
competition/understand-competitors [Accessed 27 May 2019].
Entrepreneur, 2019. Do You Have the Right Attitude to Attract the Best Talent? [Online]
Available at: https://www.entrepreneur.com/article/232897 [Accessed 27 May 2019].
Havard Business Review, 2019. Cross-Cultural Management. [Online] Available at:
https://hbr.org/topic/cross-cultural-management [Accessed 27 May 2019].
Hills, M.D., 2012. Kluckhohn and Strodtbeck's Values Orientation. [Online] Available at:
https://scholarworks.gvsu.edu/cgi/viewcontent.cgi?article=1040&context=orpc [Accessed 27
May 2019].
Jaworski, Malcolm, & Morgan, 2019. Marketing has problems. [Online] Available at:
https://www.amadc.org/national-ama-news/7-big-problems-marketing-industry [Accessed 27
May 2019].

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Maznevski, M.L., 2012. Cultural Dimensions at the Individual Level of Analysis. The
International Journal for Cross Culture Management, 2(3), pp.275-95.
Minex Russia, 2018. RUSSIAN MINING CHALLENGES. [Online] Available at:
https://minexrussia.com/2018/en/forum-challanges/ [Accessed 27 May 2019].
Piercy, N.F., 2009. Barriers to implementing relationship marketing: analysing the internal
market-place. Journal of Strategic Marketing, 6(3), pp.209-22.
Purdue Global, 2019. What is Cultural Diversity? [Online] Available at:
https://www.purdueglobal.edu/blog/social-behavioral-sciences/what-is-cultural-diversity/
[Accessed 27 May 2019].
Sage Publications, 2009. Comparing Culture. [Online] Available at:
https://us.sagepub.com/sites/default/files/upm-binaries/23125_Chapter_3.pdf [Accessed 27
May 2019].
Spring, S., 2018. Keeping an Open Mind: How to Embrace New Ideas. [Online] Available at:
https://medium.com/live-your-life-on-purpose/keeping-an-open-mind-how-to-embrace-new-
ideas-4b7e565fdaaa [Accessed 27 May 2019].
The Guardian, 2019. Knowing your market and competition is crucial when starting up.
[Online] Available at:
https://www.theguardian.com/small-business-network/2013/mar/13/james-caan-market-
research-startups [Accessed 27 May 2019].
Truth on the market, 2019. Russian Trade Law and Government Barriers to Entry. [Online]
Available at: https://truthonthemarket.com/2010/01/26/russian-retail-trade-law-and-
government-barriers-to-entry/ [Accessed 27 May 2019].

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