Air Pie: International Management Task 1 - Report on Expansion

This report examines Air Pie's international business strategy, specifically focusing on its expansion into the United States and Japan from its original base in the UK. The report highlights the crucial role of culture in shaping international business practices. It analyzes how Air Pie adapts to local tastes and preferences, recognizing the differences in food cultures between the US (emphasizing hamburgers and fries) and Japan (favoring rice and seafood). Furthermore, the report discusses the significance of understanding consumer demand patterns, particularly the family-oriented nature of Japanese consumers. Cultural values and communication variations are also considered, stressing the need for the company to respect local norms and employ local language speakers to effectively communicate with customers. The report underscores the importance of adapting business practices to succeed in diverse international markets.

INTERNATIONAL
MANAGEMENT
TASK 1 (P1 and P2)

Task 1
Present venture in this report is Air Pie which is
a growing fast food restaurant operating in the
UK. Initially, it used to provide offerings in
Britain only, but as of now, it has decided to
expand as well as diversify its operational
activities to United States and Japan.

Role of culture in shaping
international business for Air Pie
• Tastes and preferences: In order to gain
success, the cited hotel conducts to research
about tastes of American and Japanese. As per
the American food culture, a hamburger and
French fries have become essentials for the
fast food restaurants to be offered by them to
the customers. Whereas, Japanese people
prefer dishes that are made from rice and
different kinds of sea foods

Contd..
• Demand patterns of consumers: The
behaviour of consumers i.e. the demand
patterns of consumers relating to their food
and beverages needs affect a business in many
ways. The Japanese people are more family
oriented as compared to Americans, this leads
the fast food restaurant to provide services as
per their patterns.

Contd…
Cultural values: Even the cultural values of
Japan and America affect the business activities
to be undertaken by Air Pie. The mentioned
firm's home country is UK and it is operating in
two culturally different nations which require the
managers appointed to evaluate the cultural
norms adopted by both economies in order to
ensure that no sentimental values are hurt.

Communicational variations: The languages
that have been used in both the countries differ
from that used in UK in many ways. In order to
deal with the customers visiting the fast food
corner, the mentioned firm must appoint an
individual from the local market or economy that
can understand the language used in an effective
way.