Cross-Cultural Management Strategy for Merlion Resort in Mexico

This report details Merlion Resort's strategy for entering the Mexican market, emphasizing cross-cultural management. It outlines the importance of developing a multicultural team, establishing control mechanisms, and fostering employee motivation to blend Mexican and Asian cultures. The report highlights the need for coordination with local partners, effective marketing through websites and travel portals, and innovative decision-making to integrate cultural elements in the resort's design. The global management model is discussed, showcasing Merlion's efforts to expand worldwide, adapt to market challenges, and increase revenue through strategies like search engine marketing. The conclusion underscores the significance of a strong marketing strategy, constant monitoring, and a cross-cultural team to ensure the resort's success and attract a diverse clientele. The report also references several academic sources to support its findings and recommendations.

Cross Culture Management
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Introduction
Merlion Resort has its presence around the world and now the management of the resort intends
to establish their presence in Mexico as well. The management introduced a proposal to mark
their footprints in the global market and establish a global recognition of their brand in Mexico.
The management aims to provide exceptional services to their customers, instilling their pride
and integrity with their clients and further enhancing the physical and human experience of their
clients. Furthermore, the management aims to provide enhanced and exceptional returns for their
shareholders as well. The report aims to highlight the cross culture management strategy to be
followed by the company to launch their brand in the Mexican market further highlighting the
global management model of the company.
Control in Cross Culture Management
The essential part of every management strategy is to make sure that the team developed to
handle the new market is well-versed with the profile of the company. It is imperative to develop
a multicultural team in a cross-border set up so as to ensure that the quality of services provided
by the company meets the benchmark and further make efforts to introduce local culture in their
new resort. It is important to ensure the management control of the actions taken to implement
the goals of the company in a new culture and keenly monitor the effectiveness of the plans. In
order to enter in an extremely competitive market of Mexico, Merlion Resort needs to attract
potential clients to make their resort visibly attractive and clients must consider the resort to be
their best choice as a holiday destination (Thomas and Peterson, 2017). The management needs
to ensure that the employees are constantly motivated to develop innovative ideas to blend the
cultures of Mexico with the Asian culture and must provide proper guidelines to make sure that
the benchmark of the services provided is maintained. During the control and monitoring
process, the management must avoid any miscommunication among the employees from
different cultures as that might increase the chances of fault lines (Deresky, 2017). These efforts
will make sure that Merlion resort enters the Mexican market with ease and promotional
activities catch the attention of maximum clients to their attractive resort.
Participation in Cross Culture Management
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In a cross-culture setup, the management of the Merlion Resort needs to coordinate with the local
tourist agents that will assist them in promoting the resort among the people of Mexico and will
also assist in branding the resort around the world. This will surely attract tourist from around the
globe. In a similar way, the management must make arrangements to communicate with the local
business sector of the country to invite them and conduct their business meetings or plan their
business trips. For this purpose, the management must develop a team of professionals belonging
to different cultures and develop strategies that are a blend of Mexican and Asian culture
(Timothy, 2017). The resort must be able to provide a multicultural experience at their new set
up in Mexico. For that matter, the management needs to engage with the most prominent
marketing tool of promoting the resort through their brand website (Li et al., 2015). Besides this,
connecting with various travel agents in Mexico will contribute to establishing a strong stack
among the Mexican clients. Online travel portals will help in increasing the distribution and
booking network of the company.
Decision Making in Cross Culture Management
Merlion resort aims to mark their presence in Mexico and for that matter; innovative strategies
must be adopted by the management to come up with ideas that intend to integrate the Mexican
and Asian culture for the designing of the resort. The company must intend to set up the new
resort place where the management can provide the attractive view of the country such as the
beach, sunsets, panoramic view and rocky coast which represents the dynamic landscape of
Mexico (Borjian, 2017). In a multicultural team, it is essential to establish proper norms and
benchmark of activities conducted to achieve the goals of the organization (Dabić et al., 2015).
The team must stick to the rules and regulations designed by the management and management
must make sure that the activities are conducted as directed (Sucher and Cheung, 2015). It is
imperative to develop marketing content and distribute them among the local authorities with a
professional and convincing outlook. The practices conducted must a mix blend intended to
bring the best of Mexican and Asian culture together under one roof.
Global Management Model
Merlion Resort has been making constant efforts to mark their footprints in every country around
the globe. The company has been working on globalizing the management model of their
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company by structuring their organizational control and decision-making process in a manner
that aims to achieve the goals of the organization. For instance, the company increased their
revenue by expanding the business in China, Thailand, and Seychelles. Though, the company
faced certain downfalls in this phase but made sure to rise back in the market with innovations.
The company has been involved in various ventures with countries like US, China, Russia, and
South Korea. China has been a constant source of revenue for the company despite the presence
of a tough competition in the Chinese market (Vance and Paik, 2015). The company has been
engaged in various search engine marketing strategies, brand-driven engagements and provide
richer content through their website to establish their brand in the new market i.e. Mexico with
multicultural niche and expects a hike in their revenues. The company is aiming to provide
multicultural experience to their clients at their new resort in Mexico.
Conclusion
The hospitality industry is quite competitive in nature and requires a strong and mix marketing
strategy to differentiate their work from their rivalry. Constant control and monitoring of the
expansion process of the company will contribute to maintaining the benchmark of the services
provided to the clients. Optimum use of search engine marketing and website promotion will
certainly increase the visibility and awareness among the clients around the world through social
campaigns. A cross-cultural team will undoubtedly establish a design of the resort that indicated
a mix blend of Mexican and Asian culture and attracts maximum clientage as well.
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References
Borjian, M., 2017. THE DIVERGING IMAGES OF GLOBALIZATION. Language and
Globalization: An Autoethnographic Approach, p.2. Retrieved from:
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Dabić, M., Tipurić, D. and Podrug, N., 2015. Cultural differences affecting decision-making
style: a comparative study between four countries. Journal of Business Economics and
Management, 16(2), pp.275-289. Retrieved from:
https://www.tandfonline.com/doi/abs/10.3846/16111699.2013.859172
Deresky, H., 2017. International management: Managing across borders and cultures. Pearson
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Li, X., Wang, Y. and Yu, Y., 2015. Present and future hotel website marketing activities: Change
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competency and team performance in multi-national hotel companies. International
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https://www.sciencedirect.com/science/article/pii/S0278431915000808
Thomas, D.C. and Peterson, M.F., 2017. Cross-cultural management: Essential concepts. Sage
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Timothy, D.J., 2017. Managing heritage and cultural tourism resources: Critical essays, Volume
one. Routledge. Retrieved from: https://www.taylorfrancis.com/books/9781351920544
Vance, C.M. and Paik, Y., 2015. Managing a global workforce. Routledge. Retrieved from:
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