Cross-Cultural Issues and Strategies for Stravers Shoes' Expansion

This report examines the cross-cultural challenges faced by Stravers Shoes, a clothing brand, during its expansion into Bangladesh. The report identifies various cultural problems, including political instability, consumer interest variations, logistical issues, uneven playing fields, marketing difficulties, and legal factors. It defines culture and applies Herzberg's two-factor theory to understand employee motivation and satisfaction within a cross-cultural context. A SWOT analysis of Stravers Shoes is presented, highlighting strengths, weaknesses, opportunities, and threats related to the Bangladesh market. The report emphasizes the importance of addressing communication, marketing, and legal issues to ensure successful market entry. It also discusses HR's role in navigating legal requirements and fostering a fair and non-discriminatory workplace. The report offers recommendations for Stravers Shoes to navigate the complexities of the Bangladeshi market and achieve its expansion goals.

CROSS CULTURE

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK-1............................................................................................................................................1
1 a)Various cultural problems.....................................................................................................1
1 b)Define Culture.......................................................................................................................3
2 Herzberg two factors theory ....................................................................................................3
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
There is a great importance of cross culture because it helps down the business in
conducting their operations under different regions. It talks about that the company can conduct
their operations in the market after understanding the different groups, by using effective
communication facility or choosing the best marketing efforts so that they can easily reach to
their customers and attracts them towards us and also attract the individuals who not belongs to
the traditional market. It provides strengthen to the business and in today's world the interaction
of people from different cultures is very vital in the business world so it is a vital issue under
business(Deephouse and et.al ., 2016). The present report is based on the Stravers shoes which is
a renounced clothing brand and also conducting their operations from Bangladesh and also
covers that company manufactures clothes and shoes in old spitalfields markets and expanding
their process across various nations and In today's situation company have to face down a
problem related to cross cultural and which make their business operations difficult. On the other
Stravers company expand their business into clothing sector. Business expansion is very
important for the business growth. It helps company to move into new sector. This is the process
of Market segmentation. In which company move into new sector.
TASK-1
1 a)Various cultural problems
 Political climate:The cited company have to face down the problems related to the
political unsuitability which create down during conducting out operations. In such areas
the marketing head can change the process fast and due to instability in the market it
effects the business performance and create down a problem which been difficult for the
business to conduct down their operations in various nations and also expanding their
operation In field of productions under Bangladesh. A change in political climate also
affect its sales, productions of goods In the region and make their business process
difficult(Liu, Posey and et.al., 2015). The government create a boundations on other
company to enter into and carrying out the production and manufacturing process so it
becomes tougher for the company to give performance under different regions and
different cultures.
 Consumer interest:The cited business have to look upon the different things and have to
create down different researches and to faced down different challenges such as
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communication problems, language problems, translation problems and it is also been
possible that the tag line which they are using in Bangladesh country that have different
meanings and sometimes it creates confusion al situation under the minds of different
peoples.
 Affect the logistics and global supply chain:The company have to face down the
problem related to IT infrastructure and also have to face the supply problems because for
transporting there goods and products In the market is essentially the difficult task for the
cited company and sometimes company have to face down the problems related to IT
structures and that is the main reason behind it to conduct out their business operations
difficult and also losing the faith and reputation among the renounced people who
essentially believed on Stravers company(Greenfield, 2014).
 Uneven playing fields:The company essentially faced down the problems related to the
advertising because essentially that the promotional activity which is been conducted by
the company under that the government officially charges the mandatory tariffs at higher
rates and designed to make locally manufactured goods which are more attractive to their
users which essentially made difficult for the Starvard business to make their
manufacturing and production process difficult under different regions and have to face
down the problems related to different culture.
 Marketing:The production and marketing which made by the company under their
regions sometimes made the production process difficult and it been really difficult for
the business to survive their product work in that market and it also made down the
business and their objectives difficult and it comes due to because of problems which
made arise under the cross culture due to different language and ineffective
communication and sometimes it been really difficult for the company to communicate
with the different individuals and these are the problems which face by the business
during conducting marketing and manufacturing process(Goldstein, 2015).
 Legal factors:It been really difficult for the business to implement those rules and
regulations which provide by the government to conduct out operations under their region
and the business not able to fulfil those treaties and customs and which set by the
government and essentially made their production process difficult(Heine, 2015).
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1 b)Define Culture
It generally tells about the different individuals and provide a knowledge regarding the different
groups of people in terms of languages, religions, social habits, caste and arts. The individual can
be identified through such different aspects and it also tells about the behaviour of individuals
and also describe their personality(Gao,2013). Moreover, it also describes about the individual's
development and growth in their mind which essentially can be possible with the help of
education ad training. Further more, it also covers down the ethnicity of individuals and also
made them differentiated according to the age, generation gape, age and so on.
2 Herzberg two factors theory
The Herzberg theory is also defied as two factors theory and it talks about that the certain factors
are been created in the organisational workplace that provides job satisfaction and it also gives
an adverse impact on he working condition and also dissatisfies their individuals sometimes. In
this theory the Herzberg defines that both the job satisfaction and dissatisfaction are different
from each other so they work independently. His approach based on theory as well as practical
and it also influences the behaviour towards administration(Durvasula and et.al ., 2016). They
give down the new dimension to this theory and taking down the two factor model of the
motivation which essentially based on characteristics related to job of individuals or workers and
if they provide down satisfaction in their working they get incentive, bonus and nothing is
provided to them in case of dissatisfaction. They distinguish between :
Motivators:The motivation is provided to the individuals while carries down the task so they
can encourage and performed their tasks in effective manner and also provide incentives and
bonus to the employees' and workers in case of appraisal so the certain things helps down
individuals and also motivated them so they can conduct their operations in more productive
manner and lead the organisation towards growth and development and their development will
also be done(Work,2013). Ex-Provide them challenging tasks, responsibilities and authorities are
assigned to them, provide them opportunity to do certain things which will be beneficial for the
organisation and also involved them under decision making process so the certain things helps
down organisation in raising down targets.
Hygiene factors:The proper working conditions to be made to the individuals so that the work
culture will not be disturbed and work can be conducted in effective manner and boosting their
employees for better work performed under the organisation. It is considered to be an important
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factor and the management need to take cares regarding such factor so that employees conduct
their work and will be come healthy. These are extrinsic and covers the certain aspects related to
the policies and practices of the company, wages and salary(Gunkel and et.al ., 2015).
According, to that what causes dissatisfaction to their employees during job perform that factor
will be removed and also talks about the certain factors which are essentially taken by the
organisation to reduce down the impact of dissatisfaction and they are appropriate wages, job
security and create down a positive culture so that it will not adversely affect the workplaces.
Swot of Stravers Shoe and clothing Company
Strawill Shoe Company is a London based SME which work on shoe manufacturing. It wants to
expand its market share & customer base in Bangladesh. To further proceed with the expansion
process, company has done an analysis which is as follows:
Strength Weaknesses
 SSC’s core strength is its focused
customer service which allows the
company to meet the customer’s
requirement.
 Besides this, it has a loyal customer
base & support of local merchants
who prefer this brands over other.
 It shares its profit with its employees
which give its employees job
satisfaction & they work with more
dedication for company.
 It has the one stop store policy which
makes its idol for meeting the
customer’s requirement.
 It lacks any formal strategic plan to
grow its market.
 On majority of its outlets, stock is
outdated, unavailable & old fashioned.
 Even on the poor performance,
employees are not trained or removed
due to lack of resources & work force.
 No innovation development
procedure.
Opportunities Threats
 SSC can work on improvement of its
customer’s satisfaction level by
providing them with new varieties.
 Implementation of advance
technologies to improve its
customer’s experience.
 Entering in retail sector.
 It can be affected by the rules &
regulations which can be changed by
the government.
 It doesn’t have any outlet in small
towns thus, reduce its customer count.
 Facing competition on local as well as
international market.
As SSC wants to expand its market in Bangladesh, it can work on its better customer
interaction policy in Bangladesh as it is an emerging market. It will give SSC a better
understanding of market trends & consumer requirements. Also, the policy of one stop service
will give the company a better scope of achieving customer satisfaction. Besides this, SSC can
go for an innovative strategic plan which will give it a better direction to achieve its market goal.
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Also, it can provide its employees with some vocational training in order to improve their
productivity. They can also provide their local customer at Bangladesh with a lot of varieties to
attract them. Apart from this, they can in abide by the trade laws & regulations decided by the
government of Bangladesh. Also they can open their retail outlets in small cities & towns of
Bangladesh.
Cross cultural managerial issues
SSC, while expanding its businesses in the market of Bangladesh, will face a major
problem of cultural difference which may have a negative impact on the venture of SSC to enter
in new market. The issue of communication will be the prior one & have to sort out as soon as
possible. SSC can hold a cross-cultural meeting or training program to develop better
relationship with its new clients & employees as well as the new distributers. Apart from this,
rising of any sort of cultural issue or conflict among the employees in the company may also
affect the functionality & productivity of the company. Besides this, managers & management
authorities can also help in finding the solution of any sort of differences raised in the company.
Marketing, Purchasing, Logistics.
HR is the most important factor in the organisation. It is the responsibility of HR manager
to maintain the marketing plans, logistic issues and legal issues.
Legal issues face by the cited firm.
HR main role is to recruit the employees according to the requirement. During the
process HR needs to follow all the legal guidance and laws which is imposed by the government.
Some of the legal issues face. HR manger of the company should adopt some legal issues.
Legal Factors.
No Discrimination: HR needs to adopt fair practises while hiring. HR is the person who need to
guide their employees to follow the rules and regulations. While making recruitment process it
needs to follow the fair practises and avoid discrimination with the employees. Due to this isse
employees feels dedication and fails to give their dedication power(Jeong and et.al. 2017. ). HR
needs to give motivation and power to enhance the employment skills.
Privacy: Privacy is the most important factor for Hr. so that company culture maintained
properly(Chen and Tsai 2017). HR have all the information regarding every employee. So that
it's the responsibility of the manager to keep the all information regarding the employees(Chen
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and Tsai 2017). This privacy policy increase the trust and faith between the employees and
company.
Compensation : HR manager has to follow the compensation policies. It is the another legal
factor which is important to follow. That Compensation it is the most important part for which
employees work for the organisation(Reddy 2017.). Good compensation process helps to attract
more new talented employees. This fair practises helps good market value of the company.
Which helps to accomplish the goals of the organisation(Arhelo and Arhelo 2017).
Another key points which important to be consider related to logistics and marketing.
There are many problems that is faced hr at the time of purchasing, on eopf which is the power
suppliers have on the organisation(Wahab and et.al.2017). Its the job of hr to make sure that they
have great suppliers that can provide them with quality product at low price. The hr manger is
also responsible to ensure that they have loyal suppliers. There are many barriers that affect the
hr manger purchasing, if the suppliers are not effective than it affect the whole production. For
e.g. if suppliers are not providing the material at the time than it hindrance the production, the
work get delayed which not only affect the productivity but also have negative impact on the
customer. So its necessary of HR manager to have better relation ship with the suppliers so that
they can produce the product and quality service on the time(Garcia-Ortiz Santamaria and Siller
2017).
CONCLUSION
In respect to the report, we can conclude that HR plays a very important role in the
management of the company they will look after all the processes from recruitment, to provide
trainings, manage their strategies & conduct assessment of the employees to track down the
growth. Besides this, we have also conducted SWOT analysis of a SME to look down its chances
to enter into new cultural market. Apart from this, we will also see through various theories &
approaches to manage cross cultural differences. Furthermore, in this report it was conlcude
about the Stravers product and services. It is a small business enterprise which provides shoes
along with that they expand their business into clothing sector as well in Bangladesh. Moreover,
it needs to adopt new techniques and business plans to sustain in the market.
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REFERENCES
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