Research Proposal Part 1: Introduction and Research Objectives

Research Proposal (Part 1) CHAPTER 1: INTRODUCTION1 1.1 Overview of Research 1 1.2 Background of research1 1.3 Rationale of research 1 1.4 Research Aim 2 1.5 Research Objectives2 1.6 Research Questions 2 CHAPTER 2: LITERATURE REVIEW 3 2.1 Impact of culture on businesses 3 2.2 Impact of cultural sensitivity on Romanian business which will be shifting to UK4 2.3 Different ways through which cultural differences can be reduced in an organisation 5 CHAPTER 3: RESEARCH METHODOLOGY6 3.1 Type of Investigation 6 3.2 Research techniques

Research Proposal
(Part 1)

Table of Contents
CHAPTER 1: INTRODUCTION....................................................................................................1
1.1 Overview of Research...........................................................................................................1
1.2 Background of research.........................................................................................................1
1.3 Rationale of research.............................................................................................................1
1.4 Research Aim........................................................................................................................2
1.5 Research Objectives..............................................................................................................2
1.6 Research Questions...............................................................................................................2
CHAPTER 2: LITERATURE REVIEW.........................................................................................3
2.1 Impact of culture on businesses............................................................................................3
2.2 Impact of cultural sensitivity on Romanian business which will be shifting to UK.............4
2.3 Different ways through which cultural differences can be reduced in an organisation........5
CHAPTER 3: RESEARCH METHODOLOGY.............................................................................6
3.1 Type of Investigation............................................................................................................6
3.2 Research techniques..............................................................................................................6
3.3 Data collection......................................................................................................................6
3.4 Analytical technique..............................................................................................................7
TIMELINE OF RESEARCH ACTIVITIES....................................................................................7
REFERENCES................................................................................................................................9
EXECUTIVE SUMMARY...........................................................................................................11
RESEARCH METHODOLOGY...................................................................................................12
CHAPTER 4: RESULTS/ FINDINGS..........................................................................................15
CHAPTER 5: CONCLUSION AND RECCOMMENDATION ..................................................27
Conclusion.................................................................................................................................27
Recommendation.......................................................................................................................28
Reflection..................................................................................................................................29
REFERENCES .............................................................................................................................30

TITLE: Cultural sensitivity impacts Romanian business trying to establish in UK.
CHAPTER 1: INTRODUCTION
1.1 Overview of Research
Culture refers to customs, social behaviour and ideas of specific society and people. It
can be explained as all ways of life, behaviour, beliefs of people which are passed from
generation to the generation. It is norms as well as social behaviour that found in the human
societies. The culture is different from place to place or country to country. The culture
differences from country to country influence the business activities (Abdullah and Abdul Aziz,
2013). Before conducting the business in another country, it is necessary that company should
determine the culture of other country and conduct its business operations otherwise, it will
develop negative impact on the operations and activities of firm. This present research take in to
consideration on Cultural sensitivity impacts Romanian business trying to establish in UK.
Under this, culture of Romania is different from the culture of United Kingdom. Both countries
has different way to conducting their business.
1.2 Background of research
Culture sensitivity refers to awareness, acceptance and knowledge of the other cultures. It
is being to be aware that the similarities and differences among people with are exist without
assigning them value. The culture sensitivity permits effectively to function in the other countries
and give the value and respect to the other culture. It will helps in minimize the cultural barriers
among different countries and professionals (Capatîna and Schin, 2013). European Drinks &
Foods is largest food company in Romania and it provides European Drinks, Rieni Drinks,
European Foods, Scandic Distilleries and also specialised in producing the drink and food
products. Romania wants to expand its business in United Kingdom country. But the culture of
both countries are different from the each other and it can develop impact on Romanian business
that is trying to establish in UK. Culture of Romania is product of its geography and also distinct
the historical evaluation. On the other hand, culture of United Kingdom is influenced through its
history as developed country, great power and liberal democracy.
1.3 Rationale of research
It is set of reasons which are offered through an investigator for conduct more research in
specific research area. This research is taken into consideration based on impact of culture on

Romanian business trying to establish in UK. As European Drinks & Foods is food produce
organisation in Romania but it wants to expand its business or target the new market in the
United Kingdom. From this research, investigator can know about the differences in culture of
Romania and United Kingdom. Whereas, on the other hand, researcher can optimise the
knowledge of determined objectives and research in their future investigation and carrier purpose
(Dalton and Druker, 2012).
1.4 Research Aim
The aim of this research is “To identify the impact of culture on Romanian business
trying to establish in UK. A case study on European Drinks & Foods”.
1.5 Research Objectives
 To analyse the impact of culture on businesses.
 To examine the impact of cultural sensitivity on Romanian business which will be
shifting to UK.
 To identify the ways through which cultural differences can be reduced in an
organisation.
1.6 Research Questions
 What is impact of culture on business?
 What is impact of cultural sensitivity on Romanian business which will be shifting to
UK?
 What are different ways through which cultural differences can be reduced in an
organisation?

CHAPTER 2: LITERATURE REVIEW
Literature review is scholarly paper that consists existing knowledge consisting
substantive findings and also theoretical contributions to specific topic. It is an evaluation
information report related to the chosen research area. It provides theoretical base for an
investigation and helps to identify nature of investigation. Under this, view points and opinions
of authors are considered. Different sources of collection of secondary data consists books,
journals, articles, magazines etc.
2.1 Impact of culture on businesses
On the basis of view point of Budrina, (2011), culture basically plays a crucial role for
every single business organisation when it is expanding itself at an all new level. Here,
knowledge and characteristics of specific group of people that explained through everything
from religion, social habits, language, arts etc. These all are different from one country to
another so these can be big impact on operations and activities of firm. Advancement in
technology, standardization, labour cost, distribution methods, trade agreements, operational and
managerial innovations have provided way to globalisation wave in past decade.
Firm go global by inorganic and organic expansion. Those firms which want to go
globally are monitored through their stakeholders as well as expert vies on the future positions.
In context to this, different challenging conditions for the international organisations is language.
So, it is a responsibility of the management to understand culture differences in addition to
develop effective strategies which are properly acceptable in various cultures. Culture of host
country more impact on performance of company that engage in global business. It is necessary
that before conducting business in another country, firm should be aware about the culture of that
country.
Under this, there are some negative and positive impact of culture on business:
Positive impact of culture
 The culture develops the positive impact on business by enhanced morale of staff
members and develop positive environment of workplace.
 It is helpful in make improvement in performance level of an individual as well as
productivity of business.

 If the culture of an organisation will be positive or better then chance of employees
absenteeism will be reduced.
 In this, employees will give more contribution towards idea and also support an
innovation.
Negative impact of culture
 If the culture of an organisation will not be better then it will be a main reason of poor
internal communication.
 It will develop negative impact on profit of business.
 The poor organisation culture develop hypertension, mismanagement, low employee
engagement etc.
2.2 Impact of cultural sensitivity on Romanian business which will be shifting to UK
As per opinion of ZAJAC, (2015), cultural sensitivity could help a business organisation
in to understand or grab the knowledge related to the culture which has been followed by another
country. This basically will lead organisation to do business expansion at marketplace in specific
time frame. It plays a necessary role on personal level. Under this, firms courting the staff
members from country with the other social beliefs or norms that would do well respect to those
beliefs. Most of the business organization face the complexities to sell their goods in the other
countries that based on fail to understand culture. Romanian culture is somewhere equivalent to
the UK culture. Hierarchy is strictly follow as important decision are taken by the top
management of the companies but in UK hierarchy is decided according to the person's
experience. Though Romanian are tough in negotiation and try to take the benefits of the
foreigner. But they are friendly in nature and always try to initiate the conversation. Under this,
European Drinks & Foods provides the food and drink products in Romania but it want to target
the new market and that is United Kingdom. The business culture of both countries are different
such as working environment, language etc. Cultural sensitivity is less in context of this as both
the countries are same in working environment or hierarchy. But the main hindrance could be the
language as most of the Romanian speaks Romanian and UK speaks English. Though language
will not be a problem as they are not proficient in English but can speak intermediate. So, the
impact of cultural diversity would be less for European Drinks & Food company of Romania. It
can achieve their vision if they remain focused on their business while adjusting with the
environment of UK.

Under this, the culture of both countries are different from the each other in context to
working culture, language, environment etc. So, Romanian business can find some complexities
in order to shifting its business in United Kingdom country. It will develop the negative impact
on the Romanian business.
2.3 Different ways through which cultural differences can be reduced in an organisation
According to view point of Whitmore, 2016, it has been stated that cultural differences
are different practices, behaviours, expressions and beliefs which included unique to the
members of particular race, national origin and ethnicity. There are various ways by which the
cultural differences can be reduced given below:
Learn about culture of client- Under this, it is necessary for European Drinks & Food to
conduct the research to know about the other culture to feel the people more comfortable. Firm
should learn about things which consumers like such as business practices, customs, food etc.
Learn some key phrases- Clear communication is necessary for the effective listening
and it is essential for all staff members of European Drinks & Food to understand about needs
and wants of consumers. If this company will conduct its business in United Kingdom then it
should be aware about the requirement of consumers of UK. Through this the culture differences
can be reduced among Romania and United Kingdom.
Promote appreciation of cultural differences- Set aside special day where some of the
staff members share aspect of their culture of consumers with everyone. European Drinks &
Food company should provide its staff members to “Lunch-and Learn” presenting the featuring
of ceremonies, foods and some of the other cultural aspects. It will help in provide the better
opportunities to employees of European Drinks & Food of Romania to learn as well as
appreciate about the culture of United Kingdom. With the help of this culture differences will not
reduced.
It is necessary to reduce the cultural differences for better productivity of business. With
the help of using these different ways, company can overcome from the arisen cultural issues.
With the help of minimizing differences, the relationship among Romania and United Kingdom
will be improved and Romanian business can not face any issue at the time of conducting its
business in UK.

CHAPTER 3: RESEARCH METHODOLOGY
Research methodology refers to the particular techniques which used to determine, process,
analyse and choose information about topic. In an investigation, it allows researcher to examine
overall reliability as well as validity of study (Hechavarría, 2016). Methodology may consist
surveys, publication research, interviews and some of the other techniques of investigation and
can consists historical and present information.
3.1 Type of Investigation
A strategy used to implement the plans is called research method. The process or the way
to collect data and information for the purpose of making decision of the business, is research
method. There are two different types of research methods mentioned as below:
Qualitative research is based on theoretical data. It is a scientific method to gather non-
numerical data. This sort of research is time consuming because it requires collecting data by
interacting with the people over a long periods of time. On the other hand, quantitative research's
objective is to develop mathematical models, theories and hypothesis. It is totally based on
numerical data from such as statistics, percentages etc. This present research is based on
qualitative method because it provides the theoretical conformation about specific research area.
3.2 Research techniques
It refers to process used to gather data or information for an aim of making the better
business decisions. It is systematic plan for conducting an investigation and collect the data from
different sources (IACOB and DUMITRESCU, 2012). The different research techniques are
interviews, surveys, observation etc. by consist historical as well as current data or information.
Under this, questionnaire technique is used through researcher by preparing different questions
related to specific research topic. It is an effective way to collect information from respondents
and also a time or cost saving method.
3.3 Data collection
Gathering and measuring information on variables of interest is called the process of data
collection. Data can be collected through interviews, questionnaires and surveys, observation,
oral history and case study, documents and records. Different methods of data collection are
given below:

Primary data is that data which is fresh and not used before. Primary data is collected in
number of ways through survey, observation and experiments and not subjected to any
processing or manipulation. Primary data is quite expensive and time consuming because it is
natural data. On the other hand, Secondary Data is already collected and used data. This is
already used or analysed by someone else. It is collect through books, magazines, newspaper,
trade journals and various published and unpublished data, government departments and
organisational records that was already collected for other research purpose (Wang and et. al.,
2018).
3.4 Analytical technique
These are methods or procedures to analyse some issue, facts, data etc. With the help of
using the analytical techniques, researcher will analyse the collect data as well as information to
get better outcomes. Analytical techniques refers to methods for analyse the fact, issues and
status in context to forecast the potential outcomes at the time of factoring in variable of project.
Under this present report, investigator use the graphical representation of gathered data and
interpret them for the better analysis.
TIMELINE OF RESEARCH ACTIVITIES
Timeline refers to visual representation of sequence of events mainly historical events.
Timeline shows the list of activities in a sequential manner. Under this, researcher develops a
Gantt chart i.e. a graphical representation of activities. Under this, activities are given on the
basis of specific time period (URECHE, 2015). It is a responsibility of an investigator to focus
on completing activities on the basis of given period of time. It is helpful in providing graphical
illustration of schedule that aids in plan, coordination and also track the particular tasks in
project. It is visual view of the different tasks or activities scheduled over the time. These are
used for the projects planning of all types and an effective method of showing the scheduled
work to complete within the particular time period. Gantt chart is useful for the scheduling as
well as planning the schedule. Under this mentioned graph, there are different activities that are
mentioned for an instance aims and objectives of research, literature review, data collection,
interpretation of data, conclusion and recommendation etc. The time period of these activities are
given. It is necessary for an investigator to finish these activities with in a particular period of
time in order to carry out certain outcomes.

REFERENCES
Books & Journals
Abdullah, Z. and Abdul Aziz, Y., 2013. Institutionalizing corporate social responsibility: effects
on corporate reputation, culture, and legitimacy in Malaysia. Social Responsibility
Journal. 9(3). pp.344-361.
Capatîna, A. and Schin, G., 2013. Minding the Cultural Gaps between Different Countries-A
Real Challenge for the International Managers. Revista de Management Comparat
International. 14(5). p.704.
Dalton, K. and Druker, J., 2012. Transferring HR concepts and practices within multi-national
corporations in Romania: The management experience. European Management Journal.
30(6). pp.588-602.
Hechavarría, D. M., 2016. The impact of culture on national prevalence rates of social and
commercial entrepreneurship. International entrepreneurship and management journal.
12(4). pp.1025-1052.
IACOB, D. and DUMITRESCU, V. M., 2012. Cultural awareness, sensitivity and competence:
Basic requirements for business success in Nepal and South Africa.
URECHE, A. M., 2015. Business Negotiations between Romanians and Germans-a Cross-
cultural Perspective. Dialogos. 16. (31). p.7.
Wang, W. and et. al., 2018. UK consumers' perceived risk of buying products from emerging
economies: A moderated mediation model. Journal of Consumer Behaviour. 17(3).
pp.326-339.
Online
Budrina , I., 2011. Doing business in Romania: main cultural values. [Online]. Available
through: <https://www.romania-insider.com/doing-business-in-romania-main-cultural-
values/>.
Whitmore, J., 2016. 5 Ways to Overcome Cultural Barriers at Work. [Online]. Available through
: <https://www.entrepreneur.com/article/276998>.
ZAJAC, M., 2015. The Impact of Culture on Business Success? [Online]. Available through:
<https://lumesse.com/blog/impact-culture-business-success>.

Research Project
(Part 2)

EXECUTIVE SUMMARY
In this research, there was discussion about policies which was required to be followed
by organisation in order to enter in emerging market. There was some changes which has to be
made in business operations to get positive impact on business growth. European Drinks &
Foods is largest food company in Romania and it provides European Drinks, Rieni Drinks,
European Foods, Scandic Distilleries and also specialised in producing the drink and food
products. Romania wants to expand its business in United Kingdom country. Purpose behind
conducting this research was to analyse strategies which helps to collect information about
strategies planned for expanding business in United Kingdom. In this research, different methods
are selected for conducting research such as qualitative measure, thematic approach, primary and
secondary data collection source, etc. With conducting this research, it is is concluded that
expansion of business in emerging market can be done with the help of proper planning, market
analysis, etc.

RESEARCH METHODOLOGY
It is the particular process or technique which is used to identify, select, process and
analyse information about a particular topic. It determines how research is done scientifically and
regarded as a systematic way of solving problems. This is important for a researcher to design
methodology because its provides guidelines for solving different business, social and
governmental problems (Coker, 2014). It is a sort of formal technique which allows an individual
to understand the new development in their field in a better way. There are various purposes for
which research is conducted like to verify and test important facts, analysing process, events or
phenomenon, identify cause and effect relationships, etc.
RESEARCH PHILOSOPHY
Research philosophy deals with the source, nature and development of knowledge. It is a
belief about the ways in which data about a phenomenon will be collected, analysed and used.
There are four types of research philosophies namely pragmatism, positivism, realism,
interpretivism. In this research, individual used the pragmatism research philosophy. This helps
in identifying solutions to the problems with the use of various theories and conceptual
frameworks. It uses mixed methods and therefore, researches give themselves the freedom to use
any method, techniques and procedures associated with qualitative and quantitative researches.
RESEARCH APPROACH
Research approaches are the programmes and procedures that includes various steps of
wider presumption to elaborated methods of data collection, investigation and interpretation.
Therefore, it is based on the nature of research problems which are to be addressed (Davidson
and et. al., 2012). The research approach is divided into three parts namely deduction, induction
and abduction. Researcher has used deductive approach as that it fits with the pragmatism
approach of research philosophy. This approach is concerned with developing a hypothesis based
on existing theory and then designing a research strategy to test the hypothesis.
RESEARCH STRATEGY
Research strategy is concerned with introducing the main components of research such as
research topic area and focus, perspective, design and methods. It is a way through which
researcher makes meaning of the object of inquiry. There are various strategies for research like
survey, questionnaire, feedbacks, etc. Researcher will use survey which uses qualitative and

quantitative information gathering. These are flexible and used to collect different types of data
from small or large numbers of people. Data collected under survey are used to analysed to
produce useful results.
RESEARCH CHOICE
It refers to the overall strategy chosen by researcher to integrate the different components
of the study in a coherent and logical way which ensures effectively addressing the problems.
There are three types of research choices namely qualitative, quantitative and mixed. Researcher
will use mixed method which comprises of qualitative and quantitative methods. It provides
more appropriate outcomes with the trigonometric achieved between the combination of
qualitative and quantitative research. It assures research is evaluated deeply and provides wider
scope (De Vos, 2012).
TIME HORIZON
It refers to the estimated length of time for which research is to be completed. These are
the fixed point of time in the future at which certain processes will be evaluated. Researcher will
use time scale technique which will be useful in allocating the time required to complete the each
activity. This research was conducted for 19 weeks.
TECHNIQUE, PROCEDURE AND RESEARCH INSTRUMENTS
There are various techniques and procedures which are used by the researcher to conduct
the research effectively. The techniques can be primary and secondary methods of collecting
data. For this purpose, researcher will use instruments like questionnaire, survey, interview,
newspaper, etc.
DATA SOURCES
The main data sources for collecting information are primary and secondary. Primary
data collection method is one which collects the data for the first time an it uses methods like
interview, feedback, survey, etc. Secondary data collection methods are those which uses the
already collected information which can be derived from internet, magazine, newspaper, etc.
Researcher will use questionnaire method of collecting data which is a structured form either
written or printed and consist a formal set of questions which can be open ended or close ended
and provides uniformity and exploratory in the process (Findlay and et. al., 2012).
RESEARCH SAMPLING

Sampling is the process of selecting a part of population which is refereed to a group of
people on whom research is to be conducted. There are two types of sampling namely probability
sampling and non probability sampling. Researcher will use non probability sampling which
means that each member of the population does not have known the probability of being selected
in the sample. In simple words, under this type of sampling each member of the population does
not get equal chance of being selected.
RESEARCH ETHICS
It is the set of principles governing the way any research involving interaction between
the researcher and other people (Frambach and et. al., 2012). These are the general guidelines
required to conduct the research effectively. Some of the ethical principle includes honesty,
objectivity, integrity, carefulness, openness, etc. Research will the ethical principle of consent,
anonymity and confidentiality.
RESEARCH LIMITATIONS
Every research is associated with some or the other limitations. It is always better to
identify and acknowledge the drawback of the work. The limitations of the study are those
characteristics of design that impacted or influenced the interpretation of findings from the
research. Researcher has to bear a huge sum of money for conducting research and it is a costly
affair.
RESEARCH RELIABILITY AND VALIDITY
Reliability of research refers to the consistency of a measure and there are three types of
consistency namely over time, across time and across different researchers. Validity is a test or
instrument which is accurately measuring what it supposed to measure. They can be concurrent,
content, internal, external, face, etc.
RESEARCH BUDGET
It refers to the expenditure which is required to conduct a research by setting budget for
each activity and research as a whole (Furlong, 2013). It helps in meeting the everyday expenses
of the research . This is the main incremental cost of the research with all other costs and
expenses. For setting budget, researcher will survey through questionnaire among the
stakeholders in the local community. The researcher entitled the budget cost with £600.
In this research, there is use of questionnaire as part of primary source of collecting data.
Methodology is main component of conducting research, there is use of different aspects which

is significant for making research more authentic. Questionnaire is technique which is used to
collect data from respondents on relevant topic. There is use of online sources, magazines to
analyse and acquire in- depth analysis of topic. Data is collected from 30 employees who have
knowledge about planning and strategies framed by European Drinks & Foods Pvt. Ltd.
Employees are selected because they have proper knowledge about working style of European
Drinks & Foods Pvt. Ltd and they are involved in working European Drinks & Foods Pvt. Ltd in
emerging market.
CHAPTER 4: RESULTS/ FINDINGS
This section is being considered as one of essential section for any kind of investigation,
because analysing the results which has been carried out by researcher. It has been found that,
results basically needs a proper analysis and this could be done with a range of tools. Since the
researcher has chosen thematic analysis so that to interpret the collected information. Hence
research collect information with the questionnaire. Research results are the outcomes which is
collected by researcher and then it is easy for researcher to provide its interpretation with more
relevant and authentic source to enhance knowledge of reader. Questionnaire in relation to
provide knowledge about emerging market is as under-

Questionnaire
Q 1) Are you aware with the United Kingdom's culture?
a) Agree
b) Disagree
Q 2) According to your perception, culture of a country influences business establishment or
not?
a) Yes
b) No
Q 3) What are the different ways by which cultural difference can be minimised within an
organisation?
a) Promote appreciation of cultural difference
b) Learn culture of operating country
c) Adopt some Key phrases
Q 4) Do you think, cultural difference promotes innovation in European Drinks & Foods Pvt.
Ltd?
a) Agree
b) Disagree
Q 5) What are the major issues that are faced by European Drinks & Foods Pvt. Ltd while
establishing their business in United Kingdom?
a) Resourcing
b) Cultural barrier
c) Legal documentation
Q 6) As per your thoughts, Culture of UK allows Romanian companies to establish their
business in United Kingdom?
a) Yes

b) No
Q 7) Do you think European Drinks & Foods Pvt. Ltd will lead UK's market soon?
a) Agree
b) Disagree
Q 8) Is it good for European Drinks & Foods Pvt. Ltd to launch their business in United
Kingdom?
a) Yes
b) No
Q9) As per your point of view, is it necessary for a company to make alterations among
organisational culture at the time of expanding business in a whole new country?
a) Yes
b) No
Q 10) Provide some recommendation to European Drinks & Foods Pvt. Ltd so that they could
establish their business in United Kingdom without facing much difficulty.

Theme 1: Aware about United Kingdom's culture
Q 1) Are you aware about United Kingdom's culture? Frequency
a) Agree 25
b) Disagree 5
Interpretation: Culture of United Kingdom is very open and their localise people follow
social norms in their regular based lifestyle. Its culture reflects punctuality and respect for senior
citizens. According to the above specified graph, it is interpreted that out of 30, 25 respondents
are aware about the United Kingdom's culture as their close relative and friends are native of
UK only. On the other hand, remaining 5 people have said that they do not know much about
this country's culture because they non resident of United Kingdom and have shifted in this
country in past few weeks only. From this, it can be said that maximum of the respondent are
having knowledge about United Kingdom's culture and they also know how its localise people
generally behaves in different situations.
25
5
a) Agree
b) Disagree

Theme 2: Culture of a country influences business establishment or not
Q 2) According to your perception, culture of a country influences
business establishment or not?
Frequency
a) Yes 20
b) No 10
Interpretation: Culture of country plays an essential role in the establishment of
business. It can be said that whenever an organisation is establishing its business in new country
then its better for them to enter into that country whose culture is related to them. This will
enhance chances of success of organisation. As per the above represented graph, it has been
analysed that 20 respondents are in favour with the statement that culture of company influences
establishment of business. These respondents thinks that if company is aware about country's
culture then its easier for them to deal with local people, market situation, taste and preferences
of customers etc. Whereas, if company is not aware about company's culture then it would not be
possible for them to operate business in unfamiliar country. On the other hand, leftover 10
respondents have represented that culture do not have any influence over business establishment
20
10
a) Yes
b) No

as if an company hire its top and middle management team from local people of operating
country then they can easily establish their business in any country without facing much issues.
Theme 3: Different ways by which cultural difference can be minimised within an
organisation
Q 3) What are the different ways by which cultural difference can be
minimised within an organisation?
Frequency
a) Promote appreciation of cultural difference 15
b) Learn culture of operating country 10
c) Adopt some Key phrases 5
Interpretation: Cultural difference is considered as the major issue which influences
business establishment in negative manner. From the above mentioned pie graph, it has be
analysed that 15 respondents from the total of 30 thinks that cultural difference can be minimised
by promoting the concept of cultural difference. This means that if an organisation accepts that
cultural difference is a normal thing and it has positive side for the company too that it will be
easier for them in reducing cultural benefit. Whereas, 10 people thinks that cultural gap can be
reduced by conducting some learning session in the company which helps employees as well as
top management in learning about local culture of the operating country. Remaining 5 people
15
10
5
a) Promote appreciation of
cultural difference
b) Learn culture of operating
country
c) Adopt some Key phrases

have stated that cultural difference could be reduced by adapting some key phrases from local
culture. This help company in connecting with local people of UK with them effectively. As a
result, it would be easier for them to reduce cultural difference.
Theme 4: Cultural difference promotes innovation in European Drinks & Foods Pvt. Ltd
Q 4) Do you think, cultural difference promotes innovation in European
Drinks & Foods Pvt. Ltd?
Frequency
a) Agree 22
b) Disagree 8
Interpretation: Cultural difference is the main reason of organisational innovation. It
can be said that European Drinks & Foods Pvt. Ltd promotes innovation due to cultural
difference. From the above specified pie graph, it can be said that 22 respondents have supported
to the statement that cultural difference promotes innovation in European Drinks & Foods Pvt.
Ltd. These respondents thinks that if an company is working with diverse culture employees then
there are probable chances that these people will share their different ideas and thoughts with the
management team as a result, they will bring innovation in the company. On the other hand,
remaining 8 people have said that cultural difference impacts negative on the performance of
22
8
a) Agree
b) Disagree

employees as they suffers from variety of conflicts at work place only. This distracts employees
from working more efficiently in the business organisation. As a result, it can be said that
cultural difference will not bring innovation in European Drinks & Foods Pvt. Ltd.

Theme 5: Major issues that are faced by European Drinks & Foods Pvt. Ltd while
establishing their business in United Kingdom
Q 5) What are the major issues that are faced by European Drinks &
Foods Pvt. Ltd while establishing their business in United Kingdom?
Frequency
a) Resourcing 8
b) Cultural barrier 12
c) Legal documentation 10
Interpretation: There are some issues which is faced by European drinks and foods pvt.
Ltd. Such as Resourcing, according to this 8 respondents out of 30 are not able to get enough
resources because of lack of money, and working skills. Whereas, 12 respondents out of 30 have
culture barrier issues where employees faces country rule and expectation so that it may be a
little issue for company. Lastly, 10 respondents out of 30 have issues related to legal
documentation because employees are much not aware about country's legal rules or regulation.
8
12
10
a) Resourcing
b) Cultural barrier
c) Legal documentation

Theme 6: Culture of UK allows Romanian companies to establish their business in United
Kingdom
Q 6) As per your thoughts, Culture of UK allows Romanian companies to
establish their business in United Kingdom?
Frequency
a) Yes 23
b) No 7
Interpretation: Culture of UK allows Romanian company like European Drinks &
Foods Pvt. Ltd, they can establish their business in a peaceful manner. As per the above
representative graph 23 respondents out of 30 are satisfied with UK terms and condition because
culture of UK is very wide where company can easily survive there are lot of opportunities to
increase their business in a good manner. Whereas, 7 respondents out of 30 are not agree with
the UK thoughts regarding culture because some people are not know about the attitude and
values of their culture.
23
7
a) Yes
b) No

Theme 7: European Drinks & Foods Pvt. Ltd will lead UK's market soon
Q 7) Do you think European Drinks & Foods Pvt. Ltd will lead UK's
market soon?
Frequency
a) Agree 21
b) Disagree 9
Interpretation: It is possible for European Drinks & Foods Pvt. Ltd that they can lead
UK's marketplace in a easiest way because company have their own brand name which makes
them famous in UK through the concept of different foods and drinks. Therefore, people are
attracted from their taste and various variety of foods. As per the above graph, it has been
concluded that 21 respondents out of 30 are satisfied with the leading strategy because company
has their own brand identity so that they can expand their business in UK. Whereas, 9
respondents out of 30 are not agreed with that because they have negative impact from the
industry and they are not able to understand company's legal rules and regulation.
21
9
a) Agree
b) Disagree

Theme 8: European Drinks & Foods Pvt. Ltd to launch their business in United Kingdom
Q 8) Is it good for European Drinks & Foods Pvt. Ltd to launch their
business in United Kingdom?
Frequency
a) Yes 28
b) No 2
Interpretation: It is good for European drinks & Foods pvt. Ltd. To launch their
business in United Kingdom because in UK infrastructure is very good so that company can
easily exist with their rules and norms. There are large number of people who always prefer
different taste so this organization can easily know people taste and desire. Therefore, it is good
for company to launch their business in UK which can helps to achieve their goals and
objectives. According to the above graph it has been evaluated, that there are 28 respondents out
of 30 who are agree with the firm to launch their business in UK because there are huge skilled
employees so that they can helps company to accomplish their goals. Whereas, 2 respondents out
of 30 are not satisfied with this concept because of low per capita income and lack of awareness
about food industries.
28
2
a) Yes
b) No

Theme 9: Is it necessary for a company to make alterations among organisational culture
at the time of expanding business in a whole new country
Q 9) As per your point of view, is it necessary for a company to make
alterations among organisational culture at the time of expanding
business in a whole new country?
Frequency
a) Yes 20
b) No 10
Interpretation: It is important for an organization to make alterations among
organizational culture because at the time of expending business company have to adopt some
new strategies which helps in loyalty and satisfaction among the people. When company want to
start their new business so, has to keep many alternatives which can help in increasing their
brand name and confidence on the customer. As per the above representative graph it has been
evaluated, 20 respondents out of 30 customers have agreed on the basis of company that they
have to make alterations because through this they can achieve their goals and objectives.
Whereas 10 respondents out of 30 have not agreed because they are satisfied with company's
term and policy so, they do not want any in the firm.
20
10
a) Yes
b) No

Data collected from secondary data provides following interpretation-
Impact of culture on business
As per above specified discussion, it has been identified that cultural have both the
positive as well as negative impact on business performance of the organisation. Its positive
impact includes enhancement of innovation in the company, it provides opportunity to the
employees of company to increase their knowledge on different culture. On the other hand
negative impact of culture on business performance of company clearly states that internal
communication of among employees will be reduced.
Impact of cultural sensitivity on Romanian business which will be shifting to UK
According to the above made discussion, it can be said that cultural sensitivity will
impact negatively on Romanian business which shifting to UK. This is because both the
countries are different from each other which made it difficult for them to work together. As a
result, it will have negative impact on the business performance of Romanian company.
Different ways through which cultural differences can be reduced in an organisation
On the basis of previously conducted discussion, it has been identified that cultural
difference can be minimised by adopting some specific ways like promoting appreciation of
cultural difference, learn about client's culture and some of the key phrases of local area. It can
be said that by adopting these ways Romanian company can easily reduce their culture difference
with United Kingdom.
CHAPTER 5: CONCLUSION AND RECCOMMENDATION
Conclusion
With the help of above mentioned report, it is being concluded that culture basically
plays a crucial role for every single business expansion at the time of expanding business in a
whole new country. It is much necessary for a company to make alterations as per the
requirements so that to enter a whole new market. Primary method's approach i.e. questionnaire
is one of effective one that can be used to collect the data in short time frame.
Along with this, qualitative investigating method is also helpful when it comes to use
different perceptions of people related to the topic. Culture is one of the most effective approach
that needs to be understood in much effective and efficient manner by an individual so that
maximum benefits could be gained by them. When a company enters in foreign counties it is not

easy to capture market easily. Therefore it requires a proper investigation of various factors
which affects the growth and development of company in that country. With collecting data from
secondary source, there are some strategies such as working under innovative technique,
implementing changes to operations helps to enter in emerging markets.
Recommendation
With the help of above mentioned report and the overall investigation, it is recommended
that changes are required to be made so that business expansion could be done right on time in a
whole different area where the culture is different. On the other hand, if it is talked about
European Drinks & Foods, there are a range of recommendations that has been made and these
are given beneath:
 Since European Drinks & Foods Ltd. is going to expand itself in United Kingdom, thus it
will be required for organisation to have at least 2 or 3 employees in top level
management of the company.
 While expanding business in any emerging market, it is essential to analyse its culture,
ethics which is significant for providing goods and services accordingly. There must
hiring of local personnel so trend can be analysed which helps to maintain good brand
image in new market.
 On the other hand, European Drinks & Foods would also require to alter its
organisational culture so that changes in plans and policies can be made considering the
objectives and communicate alterations to staff that has been made by the company.
 Along with this, Managers of European Drinks & Foods Ltd. must lead and manage
business operations using different cultural aspects. This is significant and crucial for
guiding workforce and performing operations in relevant manner.
 It is also required for manager of European Drinks & Foods to basically develop policies
and keep on making alterations among them using. This helps to perform operations in
relevant and effective manner at international level. Research and development
department needs to work hard to get success in emerging markets because there is more
competition which affects business growth adversely.
Reflection
While developing the research project, I analysed that collection of the data, analysing it
and interpreting it is not at all an easy part for any kind of research. Along with this, at the time