Analyzing Cultural Frameworks for Marks and Spencer's Global Expansion

This report provides a comprehensive analysis of cultural frameworks to guide Marks and Spencer's business expansion into Nepal and Africa. It begins with an introduction to the importance of culture, tradition, and customs in business, followed by an examination of the Iceberg Theory and the Onion Culture Model. The Iceberg Theory emphasizes the visible and invisible cultural elements, while the Onion Culture Model breaks down culture into layers of symbols, norms, and values. The report further explores the organizational approach, including power distance, individualism, masculinity, avoidance of uncertainty, long-term orientation, and indulgence, to understand cultural differences. The report concludes with recommendations for Marks and Spencer to successfully navigate the cultural nuances of both countries and achieve profitability. The report offers valuable insights into how businesses can adapt to different cultural contexts.

CULTURAL
FRAMEWORK

Table of Contents
INTRODUCTION.......................................................................................................................4
Main Body ..................................................................................................................................4
Analysis of couture through theoretical framework...........................................................4
Organisational Approach....................................................................................................7
Recommendations..............................................................................................................9
CONCLUSION..........................................................................................................................10
REFERENCES..........................................................................................................................11
INTRODUCTION

Culture, tradition and customs plays an important role for the characters and
civilization of their society and citizens. This helps in stinking the balance with the mother
nature, conservation of our natural resources and respect each other. Every country have its
own couture and tradition and people who are living in the particular country have to follow
their culture. There are some components of the culture which are represent the culture.
Language – every country and play have their own language but most of the people speak
English language and other some countries have their own language. Clothes are also come
under the culture such as people in China used to wear kimonos dress which shows their
culture and their tradition. This tradition they are following from years and new generation
also spreading this culture and many other counties are also following their culture. Culture
also attract tourist. Most of the people go to the other counties, so they can experience their
culture and this has direct affect on their counties growth in the international level. One of the
country “ India” who are famous for their culture and because of that many people take India
tour. Food, clothes, language and culture is different in the couture and people in that country
mostly Hindu but this is the only country where every resign leave together which attracts
tourist to come and visit.
Counties who want to end their business in the other countries have to understand the
counties culture and their language because it can create barriers for those counties if they will
not analyses their culture and their tradition. There are some frameworks which are used to
analyses tradition and culture of the company, so they can expand their business without any
problem and overcome from the barriers they will face in the other counties.
Main Body
Analysis of couture through theoretical framework
Marks and Spencer company is expanding their business in the two other counties
Nepal and African county. Both counties have different culture and tradition which can affect
the company's profitability but there are some theoretical frameworks which can help to
understand cultural differences in both the countries and barrier and challenges Marks and
Spencer company can face problem in the expansion of their busyness in both the counties.
This framework will help to understand and make ensure them that they should expand their
business in both countries or not (Wong, McCullough and Deng, 2019).
Iceberg Theory

A Hemingways 'Iceberg Theory is the theory which suggests that people cannot see or
detect the most of the situation's data. This theory which is also known as the theory of
Omission applies to the system and problems Marks and Spencer company can face in the
Nepal and Africa expansion. As with the iceberg only Tip is visible while the bulk of it is
below the water’s surface, i.e., invisible.
There are some elements which can help this company to understand the culture of the
both countries.
Identify customers needs -n the first stage company have to analsie the both the counties and
understand what people in the Nepal and Africa wear eat and use. Marketing team of the
Marks and Spencer company have to study the behavior of the customers in both the counties.
Like Marks and Spencer company sell ready meal products but people in both the countries
does not prefer ready meal products and it will be hard for the company to encourage people
to but their products. They have to collect data from the people of the both country, so they
can understand that people in Africa and Nepal will buy their product or not.
Show value of product and services - After identifying the needs of the people who leave in
the Nepal and Africa production team of the Marks and Spencer company have to develop
product according to them and show them a value of their product and services. If company
will make product according to the needs if the people than they will buy their product and
company can achieve success in both the counties. They have to use digital marketing tools
and platform to show their product in the market of Nepal and Africa so customers can know
about the company, and they can but their product. In the food product they have to make food
which they like to eat for example people in Nepal eats Chinese food African people eat Fufu
Ghana's. They should follow their traditions, so they can attract people of the both the
country, and they can achieve success in both the countries (Salvatore, 2018).
collect customers feedback- After developing the product Marks and Spencer company
should collect the feedback from the customers for their product they have developed. On the
bases of customers review and feedback company can find what problems people are facing in
their product, and they will also get suggestion from both people that what they can change
how they can develop product according to their culture. This will help company to make
product which can satisfy needs of the people who leave in the Nepal and Africa. This will
also help them to expand their business in both the counties, and they can achieve success in

both the countries and show their brand name in the market of Nepal and Africa. Which will
also affect on their profitability and company take competitive advantages in the both
countries where they want to expand their business.
Provide answers to question -It is important for the Marks and Spencer company to provide
answer of the customers question because they can have some question in their mind related to
the companies product and their services. In this stage they can face problem related to the
customer's language. Company can face these barriers, and they will not able to answer the
questions asked by the people of the African and Nepal country. Solution of this problem is
that Marks and Spencer company have to recruit employees of the both countries. Their local
people can do this job for the company, and they can provide answer to the people who are
their own. Both countries law is cheap so company can take advantages of this because
employees will ready to work in the less prices, and they can use this money in their training
and their development. Local employees will helps to provide customer services to the people,
and they can also provide opinion to the comnies superior about the culture and what people
can prefer to take and use in their own country, this will lead Marks and Spencer company to
achieve success in the Nepal and Africa.
Onion culture Model
The layer of Onion is used by the business to describe the layer of culture. Culture can
be broken down into parts: The out-most layers are composed of the artifact and products as
well as figure of behavior. The next layer embrace the beliefs, norms and attitudes of that
culture. The center of the onion stand for the underlying cultural premise and values. As the
most concealed layer, these aspects of culture are much difficult to recognize and understand,
but all the other parts are assembled upon the center of the culture of the onion. This model
will help Marks and Spencer company to underact the culture of Africa and Nepal properly,
and they can analyses those counties culture and behavior of people who leave in those
countries (Perez and Fleury, 2018).
Symbols – The first outer layer is all about symbol of the both counties n which also include
name flags , traditional cloths signs etc. it is important for then Marks and Spencer company
to understand all this, so they can relate with their culture and follow their traditions to expand
their business In both the countries successful, and they can show their present. They have to

follow their tradition, and they have to make clothes and food which they like to prefer in the
countries (Roberts, 2020).
Norms – every country have their own norms and their cultures so people in both counties
follow their own governmental norms and behavior accordingly. They have their own norm
related to the employees so company have to pay wages and all which are decided by the both
the counties government
Human behavior- This is another layer of the onion which represent the behavior of the
people. It is important for the Marks and Spencer company to understand their behavior
through the market research and make their strategies according (Rot, 2018).
Values- Last but not least, the core consists of the values of a certain culture. These beliefs,
norms and attitudes are extremely difficult to change, if that is possible at all. These are much
harder to recognize without a deeper analysis and understanding the interaction between the
different layers. Examples are religious beliefs, hierarchies, how people handle mistakes or the
understanding of leadership. Marks and Spencer company have to make product which does
not affect their value and company can become successful in both the countries (Saleem and
Larimo, 2017).
Organisational Approach
Power Distance-
This aspect states that individuals belonging from different society has differences as
they are not equal. This aspect describes the attitude and inequalities in culture. Distance of
power is concerned with the extent of which members who have less power which belongs
either from institutions and companies of the country and they accept that the distribution of
power is unequal. Nepal follows hierarchical society and this states that people of the Nepal
accepts the order of hierarchy where everyone is allowed to have a space which does not
require any justification. On the other hand people of South Africa has to deal less with this
aspect. In order to maintain their operations successfully in Nepal Marks & Spencer would
have to follow more of this aspect which means that they will have to distribute the power
unequally as compared to South Africa (Oreg and Sverdlik, 2018).
Individualism-
In South Africa people take care of themselves and their families only. This is the
reason Marks & Spencer will have to form the contract on the basis of mutual advantage

which will give the employees promotion only on the basis of merit. On the other hand in
Nepal Marks & Spencer will have to work with a different approach as these people believes
in takes responsibility for each other. Other than that decisions of hiring and promotion is
taken in group.
Masculinity-
Nepal is concerned with society which relates to feminine for which Marks & Spencer
needs to keep in mind that people there follow equality, quality and solidarity in their work
life. Society of South Africa is Masculine society and Marks & Spencer needs to keep in mind
that they live for work and they focus on competition and performance (Kahn-Horwitz and
et.al., 2017).
Avoidance of uncertainty-
The society of Nepal is low on this aspect for which Marks & Spencer needs to keep in
mind that people there do not show their emotions and they are not aggressive. They are
relaxed and do not pursue those work which involves high risk but they are open to new ideas.
For South Africa company needs to keep in mind that people they are are not concerned with
the rules and they are not punctual but they are open to innovation.
Long term Orientation-
Marks & Spencer needs to keep in mind that people of South Africa focus on getting
fast results and believe in saving for the future. Company needs to assess their policies and be
open about them as they do not prefer false truth. For Nepal the company will need to make
changes as people there do not think normative as they do in South Africa (Hilton and et.al.,
2018.).
Indulgence-
The culture of South Africa follows this aspect which is beneficial for Marks &
Spencer as they think with more optimism and they don't think on spending the money which
is beneficial for the company. For Nepal it will be difficult for the company as their approach
to perceive things is different because mindset of people there is conservative.
Barrier of language-
From the theory of Iceberg it has been stated that in order to remove the barrier of
language between Nepal and South Africa Marks & Spencer needs to train their employees so

that they can learn the languages of both the countries and reduce the gap of language so that
they don't have problems related to this aspect (Fuentes and Aranda, 2019).
Barrier of Communication-
For the barrier of communication the company needs to train their employees so that
they learn the preferences and differences in culture of people. This will help them to engage
in communication with each other so that they can make deals for the growth of the business.
Patterns of group decision making-
Decisions taken in the group will help the company to know their patterns between
both the countries. This will help to understand the culture in a better way which will help
them to take decisions. This way company will be taking decisions which will not be affecting
both of the country and increase the level of teamwork (Dincelli and Goel, 2017).
Recommendations
Marks & Spencer needs to consider the differences in culture of South Africa and
Nepal so that they can not mislead any operation which affects the reputation and profitability
of the company in both the markets. Company needs to keep one thing in mind that the culture
of hierarchy is implemented in both the countries and it does not need to be justified. The
people of South Africa do not believe in teamwork and for that company needs to assign them
task on the basis of individual performance so that they can gain their loyalty. For this
company needs to make contract which gives them both advantage so that they can manage
the individuals in the company. For the society of Nepal these people believe in teamwork and
it is beneficial for the company as shared work will be completed sooner than the work done
by individual. They also have another option that is to train their employees and make them
understand the value of teamwork so that employees of both the countries can work together
and with the help of this approach they may be able to increase the satisfaction for consumers
of both the countries. This strategy will help the company to reduce the gap between both the
countries and work on expansion. This has made the company realize that they need to imply
the approach of multicultural collaboration so that they can maintain their operations with both
the countries without any difficulties. It is necessary for Marks & Spencer to adapt this
measure as it will help the company to get everyone to talk as most of the groups have
concerns regarding community which can be solved by this aspect. This will also help the
company to focus on the similarities rather than differences so that changes can be made in the

differences of culture by making changes such as change from individualism to collectivism.
This will make the barriers less effective. It will help the communication make more effective
in the group of people (Cantwell and Verbeke, 2017). Other than this aspect will help them to
share the employees of both the cultures by which they can use different style of
communication and it will be easy for them to make strategies and engage in a conversation
with different culture of people by which they can easily finalize the deal. Combined
knowledge will help the company to think with a wide approach and claim all the possible
opportunity which is available for the company (Baskerville, 2017). With this approach Marks
& Spencer will also be able to determine their current position in the market. The aspect of
multi collaborative approach works on a philosophy of which the company take the benefit as
more the strength more it will help them to gain the power and add to their strength. It is
recommended that Marks & Spencer has the scope to work according to the diversity of the
culture. It is helping the company to create the community so that they can work according to
those interest of people which are similar. This aspect will help the company to build the
collective capacity so that they can go on to do better things and promote those things which is
necessary for them. With the help of this approach the company will be able to solve those
problems which are complex and help to gain mutual respect of people from both the
countries, cooperate with each other and increase the level of trust between them (Barker-
Ruchti, 2019).
CONCLUSION
From the above studies it has been concluded that Marks & Spencer is taking help of
various approaches of cultural differences such as theory of iceberg and theory of onion. With
the help of these theories the company was able to determine the differences in culture of
South Africa and Nepal. This has helped the company to analyse the needs and wants of both
the cultures and what are their problems and ways in which they will be able to solve the
issues which are complex. The main focus of Marks & Spencer was to imply the multicultural
collaboration so that they can take out the similarities and differences between the culture of
both the countries and use it as a advantage. This way they will be able to gain the loyalty of
their employees, satisfy their consumers and think with a wide approach so that new measures
can be used for the betterment of the company.

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