International Business Communication: Marshfield Bakery & Philippines

This report explores international business communication, focusing on Marshfield Bakery's expansion into the Philippines. It applies intercultural communication theories like Hofstede's Cultural Dimensions to understand cultural differences and communication styles. The report critically evaluates cultural sensitivity, highlighting the importance of networking and language considerations, including the advantages and disadvantages of using the buyer's language. It examines communication barriers such as language differences and cultural nuances that foreign businesses may encounter, providing examples to illustrate these challenges. The report concludes with communication strategies and recommendations for Marshfield Bakery to achieve success in the Philippines, emphasizing the importance of establishing common languages and fostering effective communication skills to enhance production and business expansion. Desklib offers solved assignments for students.

International Business
Communications

Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Introduction about the targeted country.......................................................................................1
Applying different theories of international or the intercultural communication on chosen
country.........................................................................................................................................1
Critically evaluation of Cultural Sensitivity...............................................................................3
Examine the different communication barriers which are experienced by the foreign business
with support of different examples .............................................................................................4
Communication Strategies and Recommendations.....................................................................5
Recommendations for the company in order to achieve success in country like Philippines.....6
CONCLUSION ...............................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
International communication is the process through which communication is facilitated
through international boundaries. The process of communicating all around the world is
catalysed mainly due to globalisation. Maintenance of intricate dealing of an organization is
ensured with good level of communication. Similarly, poor communication can cause loss in
operations of business. The chosen organization in this report is Marshfield bakery, which
manufacturers handmade biscuits, cakes and other bakery items. This bakery was founded in the
year 2005 and has established its headquarters in London, England. The organization is planning
to expand its business ventures to another chosen country “Philippines”. This report highlights
intercultural and international communication related to application of different theories. The
discussion also revolves around the evaluation of cultural sensitivity with a few examples to
support the statement (Zutshi and Creed, 2018). This report includes analysis of communication
barriers faced by the organisation along with different communication strategies implemented for
the same.
MAIN BODY
Introduction about the targeted country
The country of Philippines is located in Southeast Asia, Western Pacific. There are
approximately 7,641 islands in this country. Philippines is naturally blessed with landscapes and
different patterns of weather. Marshfield's bakery is planning to establish their franchise in
Manila, capital city of Philippines. The consumer base of Philippines is very strong along which
offers multiple opportunities for growth to various international organisations. In context to
Marshfield's bakery, there are high chances of growth which the organisation can look for.
Applying different theories of international or the intercultural communication on chosen
country.
While having the international communication it is recommended to provide the
different pattern of the verbal or non verbal communication by the individuals irrespective of the
cultures or the values they follow. It is primarily symbolise as having the extent integrity or the
cognition about individuals which are forthcoming with the varied cultural practices they follow.
It is the practice which is followed across the borders whose effect has been shown in the
globalization also (Phelan, Drew and Yardy, 2019). It is symbolise as the dispersed of various
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nation or policy for having the improved interaction. However, the organisation here is
expanding the their division in global level, it is essential for them to be familiar with different
cultural practised followed in various divisions. To evaluate the intercultural differences or
communication in the global platform, the Hofsted's cultural dimension model is used where
basic sic principles are used to understand the different pattern of the regions. The six
dimensions are Power distance, Long term or the long-term emplacement and the incertitude
dodging. It also includes the individualism-collectivism and the masculinity-feminity. These
cultural values impacts the behaviour practise of the individual. There are theory which
describes about the cross-cultural communication which effects on society culture and values
“Hofstede Cultural Dimension Theory”.
“Hofstede Cultural Dimension Theory”
This theory is developed by the Geert Hofstede which describes about the framework
which is used to better understand the differences between the cultural across the countries. With
the helps of this dimension support this theory helps in deep understanding about the company
and the culture. This theory provides an effective support to the customers to better understand
about the company frameworks . There are various dimension of this theory which includes:-
Power distance Index(PDI):- This dimension deals with people about their needs and wants.
This bakery mostly focuses on the developed of plans and the outcomes after implementing the
plan within the organization. This is most important for the company to follow the policies and
drive an organization on the implemented structure. This dimension provide a support to the
people who are not getting the proper services equal to the society. Powers are disturbed
unequally among the people within the organization (Nwogugu, 2019).
Individualism vs. collectivism(IDV):- This dimension considered as effective because it may
focuses on individual people due to the issues arises among individual people. Individualism
includes the fundamental issues involves with in the society members. In Philippines, this
country is collective society because in this society maintains and provides support to individual
society members. In context of an organization, the company focuses on generating strong
interaction and relationship with the employees which can leads to provide an equal opportunity
to all the members. In collective society they may compromises on hiring the decision and also
creates conflict and dissatisfaction among the employee regarding the promotion.
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Uncertainty avoidance index(UAI):- This dimension index mainly focuses on the uncertainty
which is created within the organisation culture that includes any kind of risk and problems.
These problems and chances of risk may increases the risk of occurring hindrance in the
organization function. It is most important to follow the policies and rules which helps an
organization to drive smoothly and function in an effective manner. In context of chosen
company Philippines it has less predilection in avoiding the uncertainty while the organization
having less UAI dimension faces many challenges and the employees work hard with flexible
schedule (Trada and Goyal, 2020).
Masculinity vs Femininity(MAS):- This type of dimension focuses on the individual behaviour,
attitude and equality. Masculinity men are expected top be focused on success and assertive
while femininity are expected to focuses on nurturing the people and quality of life. According to
the Hofstede feminine culture or society is the one where gender roles are more fluid. In
Philippines, it is considered to be masculine society where men are expected to focuses on
achieving the success.
Long term vs short term orientation(LTO):- This dimension describes about the past with the
current and future action and challenges. Country having short term oriented having less
economic development while long term oriented company and drive their economy at high level.
In context to the chosen country Philippines, It basically focuses on developing the long term
orientation goals (Gritskevich, 2022).
Critically evaluation of Cultural Sensitivity
Cultural sensitivity is the process of planning and implementing the evaluation
assessment while sensitivity involves the awareness of and responsive towards the different
culture, values and also includes the various communication mode and style. Cultural sensitivity
allows organization to make an environment respectful and responsiveness towards every culture
it can increases the productivity of an organization. Cultural sensitivity describes the
understanding of individual skills and their learning capacity by which organization can
recognition the culture background. In Philippines, all the business organization acquired the
cultural sensitivity of the country and the decision make by the the individual of high status. In
cultural sensitivity history reflects the most and Philippines have various countries which could
impact on the culture which includes U.S, Spain and china. Cultural sensitivity provides an
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effective pathway to measure and identified the different culture values which can makes the
respectful culture in business environment.
Importance of networking:- Importance of languages including the extent to which the language
of the buyer should be used (Disadvantages and Advantages)
Networking is a part of establishing and developing long term relation with mutual
benefits by making interaction and relationship with the people through various online platform.
With the help of networking people can interact with different culture, nationalities and
profession around the world. It is a way of communicating with people with different culture and
profession and another benefit of networking is that people can use various communication
method face to face or written or visual communication and discussion is open-mindedness and
under stable. For any business organization it is most important to establish a good networking
system by which employee can share information and also expand their business at international
level. Adtionally, it can helps business owner to make relationship at international level with the
help different platform and sharing the right information to the other parties. With the help of
networking it allows professionals and business owners to aware about the market trend by
communicating with other people(Wei, 2020). Language play an important role in
communicating and developing networking with other country. In context of Philippines, the
language used is “Filipino” and “English”. Due to the different culture people there are various
advantages and disadvantage of language.
Advantages :-
Making communication with different cultures:- It can helps in developing
interaction with different culture people and language play a vital role in communicating and
making an effective relationship.
Helps in attracting more customers:- Languages is one way for attracting more
customers by respecting and making strong relationship with the customers. Respectful
behaviour towards the customers from different culture may have positive impact which can
helps in maintaining the relationship for long time.
Disadvantages:-
Complexity with new languages:- People belongs to different culture faces many
difficulties because every country having different languages. Difficulties in understanding the
pronunciation and alphabets of different country(Deryabina and Trubnikova, 2019).
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Examine the different communication barriers which are experienced by the foreign business
with support of different examples
Marshfield bakery wants to expand its business at international level and moves its
production in Philippines country. While moving the production into another countries
Philippines faces many difficulties and challenges due to the languages barrier which could
negatively affect the system and function of an organization. Due of different culture foreign
countries faces many language barriers while expanding the business and make deal about the
production. Marshfield bakery of London, expand its business at international level but other
country having more issues and difficulties while communicating with the business owners of
the London organization because both countries having different language and business partner
faces challenges while interacting with each other which may negatively impact on the
organization system (Rubtcova and Pavenkov, 2019). There are various communication barrier
which could negatively impact on foreign business owners which includes:-
Languages :- Languages plays an important role in communicating and making
relationship with other people. Differences in languages may negatively impact on customers
and employees because both are unable to understand each other which can creates
misunderstanding and also impact the organization culture. In context of Philippines, the owners
of the organization faces may different complexities and difficulties which could generates
disruption among both the parties. Owner of the Marshfield bakery belongs to the London and
having their own languages of their culture and Philippines having different pronunciation and
alphabets which can creates more misunderstanding and does not move production into other
countries. It is most important for an organization to implement the common language which can
helps in interacting with other countries. The language is one of the most common barrier which
can negatively impact on Philippines business owner.
Cultural difference:- Due to the cultural difference both business owner faces
difficulties in communicating with each other. Every culture having their own practices and
values which is essential for individual to respect the culture. Philippines having different culture
and London is different from them so, it is most important to respect every culture. To move
production from different countries it is important to understand culture values and practices in
expanding the business (Tandoh, 2020).
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Communication Strategies and Recommendations
Communication strategy is the process is basically implemented for the plan for the
purpose for communicate with the selected or targeted audience. In different countries, it is
basically plan for communicate with the public, stakeholders, customer and many more. Due to
the effective communication strategies, it is directly helping to the company and organization
and also provides efficiency and effectiveness of the communication with the individual. In
context for selected country Philippines and organization Marshfield bakery set up the common
languages which can helps in interacting with each other and helps in expanding the business
organization. Different culture people set up the various communication skills which can helps in
enhancing the production and expanding the business across the world. With the help of different
communication strategies business organization establish different communication skills which
could positively impact on the system and process (Rubtcova and Pavenkov, 2018).
Encouraging One to One Communication:
One to One communication helps in better understanding between the employees and
team members. It also plays very important role in the deep understanding of any communication
or particular topic. It is very helpful for the manager of the organisation for highly empathetic
towards the employees and customer. The owner of the Marshfield bakery of London makes an
effective relationship with their customer and employees which could positively impact on
business organization. This type of communication helps in encouraging the customers and also
makes the effective communication with the partner employees. This communication style may
affect the business production system and also employee can aware about the trends and new
culture (Espinheira, 2019).
Multiple modes of communication:
It is very important in the organisation, while established the communication it is very
necessary to make the use of several modes of communication. It also allows employees,
individual to provide proffered modes of communication. The company totally focuses on the
different technologies and innovation for increasing the productivity of the organization and also
understands the culture of the country. There are various communication mode which can helps
an organization to use various types .
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Recommendations for the company in order to achieve success in country like Philippines.
Use of advanced communication tools: It is recommended that organization should have to
used communication tool for enhancing the productivity of business environment.
Communication tool provide a better pathway to understand each other and make strong
relationship which can lead to provide more help in moving production. Communication tool
includes various platform which includes telephones, conferencing, emails and social networking
(Usman, Wajidand Ansari, 2020).
Paying importance on team development:- It is a method in which company get the support
and improves team by enhancing the efficiency of the business operation. Communication is
most important for the team members which can helps in encouraging the ability of individual
and promoting the social networking which can help in better understanding ( Ji, Li and Sethi,
2022).
CONCLUSION
From the above discussion, it is concluded that expanding business at international level
focuses on various factors. There are various theories of international and intercultural of
Philippines with the help of Hoftstede Theory which is most effective for an organization to
provide a frameworks for bettering understanding of the different culture and behaviour of
individual. This theory denotes various dimension on intercultural and international culture
which provides an effective way to analysing the values of culture. Cultural sensitivity is the
process of developing planning and implementing the process within the organization. After
implementing the procedure and policies organization makes networking with other companies
by different platform for long term. Networking with other companies helps in expanding the
business at international level. There are various communication barrier which effect the
organization operation and creates disruption among both parties. There are many barriers which
includes different languages, cultural differences and gesture which can affect the foreign
business. Due to different culture business organization can have negative impact which
generates miscommunication between both the parties. It is most important for an business
organization to set common language which reduces the misunderstanding and helps in
expanding the organization.
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