Report on CarryMore's Expansion Strategy & Management Skills

This report analyzes CarryMore, a UK-based company, as it expands into Singapore. It identifies Singapore as a favorable market due to its political stability, developed infrastructure, and skilled workforce. The report justifies the selection of a joint venture as the market entry strategy, highlighting its cost-effectiveness, ease of information access, knowledge transfer, and reduced risk. It employs force field analysis to examine the driving and restraining forces affecting CarryMore's expansion, such as excess production and legal restrictions. Furthermore, it applies Hofstede's cultural dimensions theory to understand cultural differences between the UK and Singapore, focusing on individualism versus collectivism. The report also emphasizes the importance of people management activities, particularly learning and development, to enhance employee skills and improve business performance in the new market. This analysis provides a comprehensive overview of the strategic considerations and management skills required for CarryMore's successful international expansion.

Management Skills
Development

Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
1. Identification of a country and market entry strategy that country choose in order to trade in
selected country...........................................................................................................................1
2. Analysing force field analysis and Hofstede's cultural dimensions theory............................3
3. Justification on adopting people management activity within an organisation.......................5
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Management skills development is a method which help individual to improve their skills
and critical area in order to become better manager in future. Management skills are collection of
specific abilities which makes individual a better manager for the company (Sousa, 2017). For
this report, selected company is CarryMore which is a small company of UK and it was
establish 4 years ago by Alice and Tyrese Lewis. It want to expand their business by trading in
another country that is Singapore.
The report cover description of selected country and market entry strategy that
organisation choose to trade international level. It further describe force field analysis and
Hofstede's cultural dimensions theory. It also describe people management activity and its
importance and impacts on current organisational culture of the company.
MAIN BODY
1. Identification of a country and market entry strategy that country choose in order to trade in
selected country
CarryMore is UK based small company and its purpose is to design, manufacture and
distribute lightweight, durable and fashionable body bags and rucksacks in different variety that
can be used in work and leisure. It provide its services with help of its 45 employees in
Nottingham, UK. Its management want to expand their business in another country in order to
explore many opportunities and gain various advantages from it. Its management select
Singapore in order to expand their business in effective manner (Lansdell, Marx and
Mohammadali-Haji, 2020). Singapore comes in top in order to influence foreign company in
order to trade internationally. Its effective features like political stability, developed
infrastructure, highly skilled workforce, open business policies, respect for intellectual property
rights and the use of English as main working language influenced foreign company in order to
expand or trade in there country in effective manner. All these features influence management of
CarryMore in order to expand their business in Singapore in effective manner. Its political
environment is stable and it offer strong sense of comfort and security for foreign country
investors and entrepreneurs along with its most efficient judicial system and its enforcing anti-
corruption laws influenced management of CarryMore in order to expand their business in
Singapore in effective manner.
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Market entry strategy help companies in order to sell or promote their products and
services in another country in effective manner. There are various types of methods are available
which help companies in order to sell their goods in international level. The level of company's
control on distribution and cost are different is each type market entry strategy. In context of
CarryMore, its management select joint venture as market entry strategy in order to expand their
business in Singapore in effective manner.
Joint Venture
Joint venture refers to a method in which two or more investors invest in a company in
order to share share ownership and control in its property rights and operation in effective
manner. It is a most extensive or effective form of participation in international market strategy.
It enables and help companies of different country in order to cooperate and expand rapidly in
new country market (Vinichenko and Et. Al., 2017) . In respect of CarryMore, international joint
ventures help its management to establish an effective business alliance in Singapore and it also
helps them to access market more effectively and economically as well as reduce the regulatory,
legal, language, currency and cultural differences. Its advantages that helps them in order to
expand their business in better manner are discuss below:
 Less costly- Joint venture market entry strategy is less costly and help companies in
order to expand their business in another country is fastest manner. It allow company in
order to purchase existing business or set up a new venture in foreign country market in
effective manner. In regards of CarryMore, joint ventures help its management in order to
invest less cost for expanding their business in another country in fastest manner.
 Easy to get proper information about foreign market- Joint venture help companies
in order to provide proper information about foreign market place such as knowledge
about local marketplace, distribution channels, local production facilities, consumer
market or government contracts (Armstrong and Taylor, 2020). It will help companies to
operate their business in foreign country in effective manner. In case of CarryMore, joint
venture is easier in order to get proper information about local market of Singapore. This
will help its management to operate its business and manage other function of their
business in effective manner.
 Easy to transfer knowledge- Joint ventures help companies in order to transfer
knowledge such as technology knowledge or any intellectual property knowledge
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between companies in easiest manner. In accordance with CarryMore, joint venture help
its management in order to transfer knowledge of their technology and their intellectual
property assets in easy manner.
 Less risky- Joint venture is less risky in comparison to other market entry strategy. It
provide flexibility to the company in order to operate their business in effective manner if
there is sudden change in market of another country (Lee and Lee, 2019). In account of
CarryMore, its management faces less risk in order to expand their business in Singapore
through joint venture and it also makes them flexible to operate their business in effective
manner.
 Reduce risk of legal, political and regulatory environment of foreign country- Joint
venture help companies in order to expand their business effectively in international
level by reducing the risk of legal, political and regulatory environment of foreign
country. In context of CarryMore, it help its management to easily expand their business
in Singapore through joint venture.
2. Analysing force field analysis and Hofstede's cultural dimensions theory
Force-field analysis
Force field analysis refers to a tool or technique which analysing an forces tat are trying
to change working at working time of the company. In this analysis driving and restraining
forces has a great impact on the company in order to achieved its organisational goals in
relevant manner (Moreira, and Bernardes, 2017). Driving forces help companies in order to
achieve its goals whereas restraining forces create difficulties for the company in order to
achieve their goals in effective manner. In respect of CarryMore, impacts of driving and
restraining forces in its expanding business in Singapore are described below:
Driving Forces-
 Excess of production- Many domestic company want to expand their business in
another country because their production capacity is more than their demand. It makes
companies in order to sell their products in foreign developed countries in effective
manner. In accordance with CarryMore, its management expand their business in
Singapore because its production capacity is excess and provide effective goods to their
potential customer in effective manner.
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 Global Marketplace- Companies can expand their business in another country due to
the help of internet and growth of e-business. Effective products, better strategy, and
flexibility in order to handle risk, help companies in order to expand their business in
another country effectively. In account of CarryMore, it help its management in order to
expand their business in Singapore effectively.
Restraining Forces-
 Legal Restrictions- In order to expand their business internationally, legal restriction
and taxes create problems for them (Vishnevska, 2018). In context of CarryMore, legal
restriction of Singapore government can create problem for its management in order to
expand their business in effective manner.
 Trade Barriers- Government imposed rules and regulation in the form trade barriers on
the company in order to trade internationally. In respect of CarryMore, trade barriers of
Singapore create difficulties in order to expand their business in effective manner.
Hofstede's cultural dimensional theory
Hofstede's cultural dimensional theory is a framework created by Geert Hofstede, which
is used to identify and analyse differences between countries culture with motive to recognise
ways by which business is done across various distinct culture. This theory used by management
of company to understand differences among various national cultures, cultural dimensions as
well as evaluate their consequences on business setting (Sultana, 2018). Management of
Carrymore adopts this theory in order to understand differences in cultural dimensions of
Singapore with United Kingdom. Determining differences in cultural dimensions between
Singapore and UK in aspect of Carrymore is evaluated as follows-
 Individualism versus Collectivism- Individualism-collectivism is one of most popular
and important dimensions for determining cross-cultural communication between
different countries. Under this dimensions a country having a high score with high level
of selfishness and independence among individuals is categorised as an individualist
country. While a country with a low level and low score is referred as a collectivist
country. Singapore is scored with a low score of 20 which makes this country a
collectivist country because people of Singapore prefers to have a collective identify in
terms of group mind set rather than focusing on individual personalities in country. While
UK scores 89 out of 100 which is a high score making it a individualist country. Parents
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in UK teaches their children to focus on themselves and their ambition in life whereas
parents in Singapore teaches their children about the importance of family in an
individual's life. In collectivist country like Singapore, people belongs to group mind set
while having loyalty, self respect among groups has to be seen. While in individualist
country people looks for themselves along with their direct family members. Here people
don't believes in groups and thinks about their ambitions in life(Olmedo-Cifuentes and
Martínez-León, 2019). While trading and expanding business in Singapore Carrymore
will have to develop its strategies and plans while considering this difference in cultural
dimensions between its home country UK. Carrymore will have to focus on group
mentality of people of Singapore while establishing its business in that respective
country. Company is looking forward to create its marketing strategies as per interest and
believes of people of Singapore.
3. Justification on adopting people management activity within an organisation
People management refers to list of practises performed by management of a company to
embrace processes of talent optimization, talent acquisition as well as talent retention which
provides continuous support in business while providing guidance to its employees. An efficient
people management activity helps an organisation to enhance its operational activities by
developing skills and knowledge of employees, managing human resources, etc. Management of
Carrymore needs to adopt an effective people management skills in organisation while setting up
and expanding its trading activities in Singapore. There are various people management activities
involved in performing a business effectively and efficiently which includes, wages,
performance management, employees voice, learning and development,etc. Learning and
development refers to activities an organisation perform in order to promote professional
development among employees (Leslie and Et. Al., 2018). In aspect of Carrymore, learning and
development activities are performed with objectives to train and develop skills of its employees
while trading its business activities in Singapore. Learning and development helps Carrymore in
developing skills of its employees with motive to enhance performance of its employees to
achieve growth in business. Learning and development activities includes specialised training to
employees, monitoring and analysing their performance, providing essential improvement
strategies to develop their skills or process, etc. Learning and development activity provides
benefits to employees in aspect of Carrymore in various ways which are evaluated as below-
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 Improves bottom line- Employees are one of the greatest assets in a company.
Filling knowledge gaps in employees of Carrymore aids in strengthening
productivity as well as attracting growth in business. Learning and development
activity helps Carrymore in building strong roots in market of Singapore by hiring
high skilled employees along with providing them with effective training training
related to objectives of business.
 Enhance customer service- A skilled employee of a company provides effective
services to its customers. In context of Carrymore this helps company in
providing more satisfactory services to its customers which creates a positive
impact in growing customers interaction or engagement within company. While
adapting this activity of people management will help Carrymore in establishing
roots in market of Singapore while providing satisfactory services to its target
audiences there.
 Improves activities of business- Learning and development helps a company to
improve its operational and business activities in various ways. This includes
improvement in research activities, innovation, distribution, production activities,
etc (Er, Demirel and Cuhadar, 2020). In aspect of Carrymore an efficient learning
and development activities helps employees to research about various trends in
market, customers beliefs and insights, knowledge about competitors, etc. This
activity of people management will help Carrymore in gaining informations about
customers, suppliers, competitors,etc. in Singapore for creating and developing
strategies to attract target audience along with generating revenue for future
growth.
 Keeps employees updated- In this rapidly changing world in terms of
technological changes, customers behaviours, increasing competitions, etc. it is
essential for employees of a company to develop and change as per the changing
world. In aspect of Carrymore, this activity of people management helps
employees for being updated and ready to face challenges. Learning and
development activity provides knowledge about changes in technologies and
makes them comfortable to adopt them in their skills. This impacts in company's
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operations by easily adapting to any changes in world while continuing its
processes more effectively and efficiently.
Cognitivism learning theory- This is a theory of learning and development used by
management of a firm to provide essential skills to its employees in order to achieve objectives
on time. Cognitivism theory in an organisation focuses on providing learnings to its employees
while bring their prior memeories, knowledge as well as interest under consideration while
offering them training. This theory focuses on mind sets which leads to knowledge (Cooper and
Slagmulder, 2017). Cognitivism theory allows learners or employees to build meaningful
connections with content. This theory implies that if learners or employees finds training
meaningful and efficient, they are more likely to been as retaining it. In context of Carrymore,
cognitivism theory is adopted by providing reasonable work force training to its employees by its
leaders. This observation helps leaders or management of Carrymore to identify insights of its
employees on how they operate a task or project without considering their behaviour aspect. This
helps company to analyse performance and development of its employees as well as developing
strategies to improve their performance by means of proper trainings.
CONCLUSION
As per the above report it is concluded that management skills development consists of
skills which enables managers of a firm to achieve their tasks more effectively and efficiently.
Force field analysis is a framework which focuses on analysing balance of power in terms of
decision making. This analysis includes driving forces as well as resisting forces that creates an
impact in business operations. Joint venture is a collaboration of parties with objective to
develop and increase growth in an organisation. Theory of Hofstede's cultural dimensional is a
model which is used by management of a company to understand cultural differences among
different countries with objectives to expand its trading operations in different countries in order
to generate more profits. People management activity is process adopted by management of a
company to monitor, maintain its human resources in order to increase proficiency in work.
Learning and development is an activity of people management which focuses on providing
essential learning and training to its employees in order to enhance work proficiency under
organisation.
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REFERENCES
Books and Journals:
Armstrong, M. and Taylor, S., 2020. Armstrong's handbook of human resource management
practice.
Cooper, R. and Slagmulder, R., 2017. Supply chain development for the lean enterprise:
interorganizational cost management. Routledge.
Er, Y., Demirel, M. and Cuhadar, A., 2020. Investigation of leisure management skills and
leisure boredom in university students in terms of different variables. International
Journal of Applied Exercise Physiology. 9(6). pp.49-54.
Lansdell, P., Marx, B. and Mohammadali-Haji, A., 2020. Professional skills development during
a period of practical experience: Perceptions of accounting trainees. South African
Journal of Accounting Research. 34(2). pp.115-139.
Lee, G. Y. and Lee, D. Y., 2019. Effects of a life skills-based sexuality education programme on
the life-skills, sexuality knowledge, self-management skills for sexual health, and
programme satisfaction of adolescents. Sex Education. 19(5). pp.519-533.
Leslie, H. M., and Et. Al., 2018. Complexities of development management in the 2020s:
Aligning values, skills and competencies in development studies. Asia Pacific
Viewpoint. 59(2). pp.235-245.
Moreira, B. H. and Bernardes, M. P., 2017. Sociodrama as a method for the development of
management skills. Revista Brasileira De Psicodrama. 25(2). pp.55-64.
Olmedo-Cifuentes, I. and Martínez-León, I.M., 2019. COMPETENCIES IN MANAGEMENT
SKILLS AND ENTREPRENEURSHIP OF PEOPLE 1. Journal of Entrepreneurship
Education. 22. pp.1-5.
Sousa, M. J., 2017. Human resources management skills needed by organizations. In Leadership,
Innovation and Entrepreneurship as Driving Forces of the Global Economy (pp. 395-
402). Springer, Cham.
Sultana, R. G., 2018. Career management skills for target groups: Policy issues for Europe.
Vinichenko and Et. Al., 2017. Development of skills management in the system management of
talents. Modern journal of language teaching methods. 7(9). pp.50-57.
Vishnevska, A., 2018. SITUATIONAL ANALYSIS AS THE METHOD OF MANAGEMENT
SKILLS DEVELOPMENT. ACTUAL PROBLEMS OF EDUCATION, p.76.
(Sousa, 2017) (Lansdell, Marx and Mohammadali-Haji, 2020) (Vinichenko and Et. Al., 2017)
(Armstrong and Taylor, 2020) (Lee and Lee, 2019) (Moreira, and Bernardes, 2017)
(Vishnevska, 2018) (Sultana, 2018) (Olmedo-Cifuentes and Martínez-León, 2019)
(Leslie and Et. Al., 2018) (Er, Demirel and Cuhadar, 2020) (Cooper and Slagmulder,
2017)
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