University of Sunderland HK: Global Business Environment Report

This report examines the multifaceted impact of globalization on businesses, particularly within the context of the Hong Kong-based food industry, using Yummy Food Limited as a case study. It begins with a comprehensive introduction to globalization, detailing its key drivers such as containerizati...Read More

2019 UNIVERSITY OF SUNDERLAND HONG KONG
Global Business Environment
Assignment Title
Global business environment and strategic complexity
LEUNG SIN KI
(Student No.189130103)
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Running head: Business Globalization
Abstract
Globalization is the process of expanding the world’s economy, culture by expanding the
exchange of technology, goods and services and many others. This research paper is going to
analyze the impact of globalization in context of the Hong Kong based food industry.
Globalization gathers higher profit for the organization by enhancing its market presence and
reputation. However, there exists some internal and external organizational factors that might
create strategic complexities for the particular process. This paper is going to discuss the impact
of globalization on the structure, culture and decision making of the business.

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Table of Contents
Introduction......................................................................................................................................3
Globalization....................................................................................................................................3
Key factors driving towards globalization.......................................................................................4
Containerization...........................................................................................................................5
Technological change..................................................................................................................5
Economics of scale......................................................................................................................5
Differences in the tax system.......................................................................................................6
Less protectionism.......................................................................................................................6
Effective growth strategies..........................................................................................................6
Strategic complexities in operating in a global environment..........................................................7
SWOT analysis........................................................................................................................7
PESTEL analysis.....................................................................................................................9
Complexities of the international supply chain management........................................................11
Impact of global market on culture, structure and function of the organization...........................12
McKinsey’s 7S model................................................................................................................12
Influences of ethical and sustainable globalization on the organizational functions.....................14
Hofstede’s dimension of culture theory.....................................................................................15
Influence of business globalization on the strategy and decision making of the organization......17
Strategic Expansion Routes of Yummy Foods..............................................................................18
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Conclusion.....................................................................................................................................19
Reference.......................................................................................................................................21
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Introduction
The term globalization is mainly used for describing the emerging interdependence of the
world’s cultures, populations and economies that are brought about by the cross-border trade of
technology, information, investment, people, services and goods. Under this phenomenon
different countries have built efficient economic partnerships for facilitating these movements in
several centuries. According to Dunning (2014), globalization can be explained by the change in
the world where in which the individuals moving from the self-contained countries to an
integrated world. Globalization in case of business describes a business change of a firm that
associated with a particular country to one, which operates in several different countries.
Globalization, in recent days has become an important matter of concern due to the growing
demand of high tech technology and industry revolution around the globe; working globally,
business or the industries can have the potential capacity of making huge profits (Castello and
Ozawa 2014).
This report is going to give a broad description about the business globalization; the key
factors responsible for driving towards the globalization along with the strategic complexities of
globalization in context of the Hong Kong based emerging fast food chain named Yummy Food
Limited. The market opportunities and challenges for this business will be explained by
performing the SWOT and PESTEL analysis. Hofstede’s Dimensions of Culture will be also
discussed here for demonstrating the influence of globalization on this organization.
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Globalization
According to the information provided by Ghemawat (2017), broader than the concept of
international business, globalization explains a shifting toward an integrated economy, where the
world evidences exchange of ideas, beliefs and culture along with exchange of different
resources, goods and services. In a simpler term, the process of globalization indicates that the
world is getting smaller and due to the invention of new communication and transportation
technologies, individuals around the globe can geographically and virtually connect with each
other (Bond and O'Byrne 2014).Globalization, as explained by Velthuis (2013), is the spread of
technology, products, information as well as jobs across the national borders. Explaining it in
economic terms, the process explains an interdependence of different nations around the world
fostered by the free trades.
Mainly, globalization can be identified as a cultural, legal, political and social
phenomenon: Socially, this process leads towards a wider interaction between various
populations (Govil and Rashmi 2013). Culturally, it describes the interchange of artistic, ideas
and values, among various cultures. Legally, the process can be related to the process in which
international laws are created as well as enforced and politically, the process explains how to
shift attention to the intergovernmental organizations. Evolution of the recent economic systems
has enhanced the process of industrialization and created major financial opportunities for many
countries. Additionally, the government is also focusing on discarding the existing barriers
related to the trade and giving opportunities for promoting the international commerce (Kaynak
and Hassan 2014).
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Key factors driving towards globalization
Looking towards the case scenario of the discussed Hong Kong based fast food chain
yummy food limited, it can be said that the food delivering organization has already created a
well-defined market position and reputation in the Hong Kong market by establishing a customer
satisfactory profitable business. Following is a list of factors that are responsible for driving the
process of globalization.
Containerization
The costs related with the ocean shipping have decreased to a great extent and it is due to
the bulk shipping, containerization and other different efficiencies. In addition, the minimal unit
cost of product shipping around the economy of the world has helped to bring costs in the
manufactured country closer to the export markets (Potrafke 2013). This process has beneficial
for the markets to become comparatively contestable in a global point of view.
Technological change
The recent era is identified by the name technological era. The sustained and rapid
technological change has majorly discarded the additional cost related to the transmission and
communication of information. The organizations in current days are taking help of several
technological advantages such as, ICT (Information and Communication technology) and many
such, for spreading the product and business related information over the world (Bowen, Baker
and Powell 2015). Apart from that, several technologies are invented for improving the supply
chain and other business functionalities; thus providing major opportunity towards globalization
of the discussed food business.
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Economics of scale
As per the information provided by Dancygier and Walter (2015), most of the economists
believe that, there need to have a growth in the minimum efficient scale (MES) related to
different industries. In case, there is an increasing MES, it can be said that, the domestic market
might be regarded as quite small for satisfying the selling requirements of these organizations.
Moreover, several emerging countries have own transnational corporations. Overall, it can be
said that the improved economy of scale has acted as a major driving factor towards a well-
shaped business globalization.
Differences in the tax system
Intention of every businesses to get profit from the minimal unit labor costs and several
other suitable production factors in abroad has created higher opportunity for the countries to
adjust their existing tax systems so that the foreign direct investment (FDI) can be attracted and
enhanced. Moreover, several countries have also become engaged in performing tax competition
among each other with an intention of winning the foreign investment projects, thus enhancing
their overall business profitability.
Less protectionism
Traditional forms of the non-tariff protections, like foreign exchange controls and the
import and export licensing have been dismantled gradually. Now the borders have also opened
and import tariff level has also decreased up to a major extent. In the past few years, a
continuous rise has been noticed in the non-tariff barriers (for example import quotas) and due to
which higher economic growth and business development have also noted.
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Effective growth strategies
Advanced business models, technologies have helped the business managers to sharpen
the decision making process, thereby earning higher revenue and profit for the organization. In
addition to that, the global brands and businesses have also expanded internationally.
Strategic complexities in operating in a global environment
Strategy, in context of business, can be explained as the means to facilitate different
changes in order to achieve the long term and short term goals, uncertainty, complexity and
competitive pressures. Complexity usually rises from the uncertainty, unpredictability, and
difficulties faced by the organizational managers while operating in the global environment
(Crane, Kawashima and Kawasaki 2016). A business will said to be global while barriers related
with the trade across the national borders gets dismissed for enabling higher integration of
operations, products, capital markets, financial flow, technical innovation, labor, cultures,
knowledge as well as the goods and services between different nations; thereby expanding the
economic growth and international trade. This again indicates that, organizations and nations will
interdependent and the national borders will be virtually discarded. The strategic complexities
related to the organization can be discussed by focusing on the internal and external environment
of the organization. The internal organizational environment can be analyzed by performing the
SWOT analysis; on flip, PESTEL analysis will give an idea about the external complexities.
SWOT analysis
Strength
 Globally recognised brand
 Provides different type of discount to
Weakness
 Weak quality control
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attract the customers
 Maintains cleanness and hygiene
 Matching inventory management of
company with business model
 Structured supply chain to reduce
inventory delays
 Conflicting franchise management
 Poor reputation to manage vendors
 History of mistaken purchases
 Late payments for supplying of
products and services
Opportunity
 New innovative technologies
 Increase in space of warehouse
 Improvement over storage by
expansion of the warehouse
Threat
 Issues of cash flow
 Inventory damage expensive
 Downturn of the company due to
issues of cash flow
(Table 1: SWOT analysis of Yummy food limited)
Looking forward to the above table, it can be said that, the unique food preparation
method and unique food preparation tactics has helped the particular organization in gathering
more number of customer and more annual profit. On flip, the inefficient quality control and
disturbance in managing the franchises have created weakness for the organization. Meanwhile,
the higher technological growth, creation of new markets and increasing demand for fast food
among the customers have acted as major opportunities for the organization. With the existence
of higher market competition always creates threat for this food business.
Managing the franchise plays an important role while thinking about globalizing the
existing business. As shown above, due to the conflicting franchise management, the discussed
organization is facing issues. Following the proven system, hiring the suitable people for the
business and managing them properly can lead to minimization of this weakness. In addition, it
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is necessary for the higher authorities of this organization to delegate the employees,
communicating with the franchisors for more fruitful results. Moreover, managing the resources
and time efficiently, evaluating the franchising assistance and monitoring it can also be another
solution to it. Existing competition in the market will always be a threat to the business; yet,
collection of information about the competitors, there business, product and pricing strategies
can also become beneficial for the selected organization in expanding their business. Apart from
concentrating on these factors, the organization need to put focus on collecting advantages from
the opportunities. Customers now days are looking for verities, therefore, the new market trends
along with emerging technologies can provide major opportunity to the organization in
expanding the business and deliver many kind of foods to the customers.
Below, the PESTEL analysis is given for gathering idea about the external market
condition for the organization. Yummy Foods is currently operated in Hong Kong and decided to
expand their business operations in Japan.
PESTEL analysis
Political factors: As the organization plan to expand its business globally and meet the long-term
goals, some political complexities do exist that might hinder this decision. The political factor in
the food industry of Hong Kong is free trade agreements as well as low labor of standards in the
country (Dancygier and Walter 2015). Yummy food has opportunity to expand the business in
Japan based on the trade agreements like throughout new location overseas.
Economic factors: Predicting the economic trends and factors related to this is difficult.
Therefore, the uncertain economic forecasts sometimes create major challenges showing wrong.
However, Hong Kong evidenced a stabilized economy along with a stabilized Gross domestic
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product and the nominal GDP (Hong Kong Company Directory 2019). Yummy Food has
opportunity to grow their business in Japan based on economic stability as well as rise in
employment rate. Rise in cost of labor is a threat as the supply chain is based on producers.
Social and cultural factors: The root cause of strategic complexity is the sociocultural issues
mainly due to the changes occur in the lifestyle trends; change in preferences of the consumers;
demographics present in several different countries; religious beliefs of the individuals; along
with the awareness of corporate social responsibilities. Changes in these issues might not be that
rapid, but any change in the customer preferences can unpredictably change and rapid. As the
cultural values are no longer limited to the national borders; hence, cultural diversity is getting
minimized (Song, Sun and Jin 2017). Yummy food has opportunity to rise their business in
Japan based on their quality of food which can satisfy healthy lifestyle of trend in Japan. The
company has opportunity to provide diverse product mix for matching with rise in the cultural
diversity of target customers.
Technological factors: With the increasing technological innovations, countries and the
industries in it are adopting the technical solutions significantly. However, the technical changes
are also uncertain and rapid change can create strategic complexity for the organization. With
expanding the business in other country, the company has opportunity to implement the
automation of the technologies for gaining a business profits and productivity (Kaynak and
Hassan 2014). The firm has opportunity to provide online services to the customers.
Environmental factors: Due to the growing environmental awareness among the individuals,
several strategic complexities are raised for industries. When it is found that the operations of the
firm may create threat for environment, environmental activists such as, Greenpeace might affect
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its reputation adversely (Hou, Cao and Liu 2018). Therefore, before expanding the business In
Japan, firms need to make strategies focusing on the environmental consciousness of the country.
Global warming also threating the company which can threaten the productivity in the supply
chain when enters in new country for market expansion.
Legal factors: The legal factors vary from country to country. Different legal factors such as,
Common law, Religious law and Civil law are different in every country. Such diversity can act
as a major reason of strategic complexity. Being a food industry, the legal factors might not hold
higher priorities; yet, before going for globalization, it is essential for the organization to
determine the legal factors, laws and regulations of the country effectively. With expansion of
the business, Yummy Food has opportunity to capitalize the whole trade guarantee for building
reputation of the business. It evaluates the suppliers focused on labor practices.
Complexities of the international supply chain management
Apart from the above discussed external and internal factors, strategic complexity can
also be created due to the complexity present in the global supply chain. It is essential to
understand that the flow of information and knowledge inputs materials, in a transformation
process to from the original supplier the final end user is complex. The main reason behind this
is, the global supply chains includes dispersed and diverse participants, and managing,
controlling and coordinating them might full of complexities. Hence, increasing the business
efficiency and making profit might be difficult. The supplier relationship is difficult to expand
the footprint in new market with current customers. Managing the supplier relationship is critical
for the business as it is crucial to satisfaction of customers, negotiation and optimization of
relationships. Supplier collaboration along with visibility in partners is critical for success.
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Second challenge is when there is expansion of customer base as well as product line, then it
grows the supply chain (Bowen, Baker and Powell 2015). Therefore, with increase in product
line as well as growth of the geographical distribution, there is strained well-organized order
fulfilment.
Impact of global market on culture, structure and function of the organization
McKinsey’s 7S model
In order to analyze the impact of impact of globalization on the operational functionality
and structure of the organization, McKinsey’s 7S model can be consider as useful. This model
will provide an idea about the interconnected element of an organization and how they are
getting affected due to globalization. In addition, to facilitate the organizational change,
implementation of new strategies and identifying future organizational change, this model is
useful.
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(Figure 1: McKinsey’s 7S model)
Source: (Singh 2013)
Strategy: The business strategy of Yummy foods is based on cost leadership as well as expansion
of their market (Ravanfar 2015). The business is operated with low operational cost because of
economics of scale. Capitalization of Yummy foods is based on high level to product
consciousness when the company will expand in Japan.
Structure: The organization structure of Yummy foods is subject to modifications due to focus
on the global expansion. The new structure of the company is based on four segments such as
high market growth, international expansion, foundation of the market in Japan.
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System: Because of size as well as focus of the business of Yummy foods, the organizational
system of the business is based on economics, IT system, recruitment of employee as well as
assortment. The system of the company is based on daily activities engaged by the workforce to
serve the visitors (Song, Sun and Jin 2017). The new system for Japan’s business expansion is
modified for increasing speed as well as preparing of the foods to serve the customers.
Skill: Yummy Foods claimed that they have good atmosphere for their working employees. The
employees working in the company have relevant skills to turn their claims in actions
successfully. Training booklet is used to provide training to the employees to handle customer
services and complaints (Schwartz 2013). The skills of employee is perceived by the customers
as compared to business strategy.
Staff: Yummy Foods are not compromising with respect given to their staffs and ensuring that
the customer should provide respect to the staffs. Holidays are given to the staffs to boost their
morality and create a good working environment (Naipinit et al. 2014). The potential staff have
required skills as well as experiences to handle and manage the customers in Japan such that they
have to familiar with Japan’s culture and customers’ demands.
Style: The style of Yummy Foods is classy, while the theme of the food store chain is also bit
different from others. They are using the theme of Forest. The company is focused to expand
their food store chain in Japan with efficient leadership styles to change daily operation of the
organization.
Shared value: In the company, different employees are working for different work culture,
therefore under a single roof so that each one should respect others to meet with organizational
goals (Venaik and Brewer 2013). With decision to expand in Japan, business values will be
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provided to the customers to get positive aspects. It will help to create a good relationship with
the customers.
As per the external environment analysis, it is found that, change in customer behavior,
preference, culture and religious aspect will affect the expanded business of the organization as a
whole. As cultural aspect of every country is different, for operating in different countries, the
organization need to adopt the respective culture. In order to explain the cultural impact of
globalization on the organization, Hofstede’s dimension of culture theory will be useful.
Influences of ethical and sustainable globalization on the organizational
functions
The ethical decisions making within the organization is being influenced based on some
factors like external business environment, society as well as organizational factors of Yummy
foods. The ethics are developed due to economic reforms in respect to globalization. The ethical
challenges faced by the company are Fairtrade of the food industry, organic foods and
sustainable sourced. The main ethical issues in the food industry is related to corporate social
responsibility (CSR), safety of the product and sourcing of product which can provide huge
effect on the business operations of Yummy foods. CSR activities is main ethical practices which
can develop the trust of the consumers as well as their loyalty. The customers are focused on
social behavior of business organization and those behavior can provide impact on purchasing
decisions of the customers (Castello and Ozawa 2014). The customers are not getting best
quality of food products and in better price. It provides effect on the loyalty and trust of the
customers.
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Hofstede’s dimension of culture theory
(Figure 2: Hofstede’s dimension of culture)
Source: (Venaik and Brewer 2013)
Based on this cultural model, at Hong Kong, power distance is 68 as the society is
supposed that inequalities among persons are suitable. The individuals are subjective by official
authority as well as hopeful about capacity of people for leadership. On other hand, Japan has
power distance score of 54, as it has borderline hierarchical society. They are hierarchical for
their business experience in slow decision making (Beugelsdijk, Kostova and Roth 2017). All
decisions are confirmed by hierarchical managers and finalized it by the top management.
At score of 25 in individualism, Hong Kong has a collectivist culture where people are
acting in interests of their groups. Relationship with the colleagues are supportive, and they are
also aggressive without groups. The employees are performing indirect communication to avoid
open conflicts. Japan has individualism score of 46, with showing collectivistic society of putting
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the synchronization of group of people above appearance of opinions of individuals and people
are having robust sense of shame of loss (Schwartz 2013).
In Masculine society, Hong Kong contains a score of 57 with success as well as driven
oriented. Success of the society is based on that people are spending many times in their work.
The service people are providing services at last night. Japan has score of 95, as the employees
are motivated at the time of competing with rivalry companies.
Hong Kong has very low score of 29 in uncertainty avoidance, they the service industry is
observance to laws as well as rules to suit with the situation. People are relaxed with uncertainty
and Chinese language is unclear which is difficult for Western people to understand (Child and
Marinova 2014).
. Japan has score 96, as Japanese employees are learned how to prepare for uncertain
situations. They are taking lot of time in feasibility study to analyze the risks factors before
starting any business.
In long term orientation, Hong Kong has score of 61 means the culture of the county is
pragmatic. People believed that truth is based on situation as well as time. It shows a capability
to change in business conditions with strong tendency to invest and achieve results. Japan has 88
score in long term orientation as people are living in practical world (Stiglitz 2017). In Japan,
people are investing in research and development at high rate even in economic recession time.
Indulgence score is 17, which is very low means Hong Kong culture is restrained. The
society has tendency to pessimism as well as distrust. Due to restrained society, people are on
providing importance to leisure time and control satisfaction of their desires. Japan has low score
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of 42, to have restraint culture. They are not same as Hong Kong as they are not providing
importance to leisure time and control satisfaction of needs.
Influence of business globalization on the strategy and decision making of the
organization
From 7S model of McKinsey, it is recommended that Yummy foods should provide more
focus on their business strategy. This model is increasing chance of the organizational success of
Yummy Foods. The company is planned to create a competitive advantage in Japan through its
business strategy of cost leadership. The supporting system of the business firm is used for
processing of their food items to the customers such as management information system. The
core values of the company is to underpin a culture where expectations of both employees and
customers are meet (Govil and Rashmi 2013). It is recommended to implement a leadership style
for providing direction to employees and motivating people. It also helps to make business
related decisions while Yummy Foods decided to expand its food store chain business to Japan
after Hong Kong.
After analysing the cultural dimensions of both Hong Kong and Japan using Hofstede’s
cultural framework, it is recommended that Japan culture is best when entering a new market.
Based on the dimensions score of all factors, Japan has higher score as compared to Hong Kong.
The management should think about employee-employer relationship based on food market. The
cultural dimensions of Japan should recommend to adhere by the individuals in decision making.
Wave of the globalization is changing mind-set of both individuals as well as younger
generations (Rice et al. 2014). Therefore, this cultural model is playing a key role in choices of
the individuals as well as their preferences.
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As the main business of yummy foods is to provide fast foods to the customers, increasing
health consciousness can create hindrance to the business. Vulnerability in the external
economic factors can also affect the decision making process of the organization, thus affecting
the profit of the selected food hub. Many global brands such as, KFC, Subway and many others
are well-established outlets and has created sustainable and strong market presence and
reputation. In such a scenario, expanding the business of the Hong Kong based food industry and
facing the competitions of these global brands will full of challenges (Donato and Massey 2016).
Nonetheless, effective business and promotional strategies undertaken by this organization will
be highly beneficial. Other than providing only fast foods, if the organization will expand the
food verity to providing healthy foods, it can attract more customers (Surugiu and Surugiu 2015).
In addition, adopting different pricing strategies such as competitive pricing strategies can help
the organization in staying in the competition.
Strategic Expansion Routes of Yummy Foods
Licensing: It is the contractual agreement where Yummy Foods should transfer their
rights to distribute or manufacture the product in the foreign country, Japan. It has right to use
name of the company, trademarks and technology. Advantages of licensing are it is a quicker
market entry mode with lower capital needs. There is high potential of huge ROI. Disadvantages
are there is low level of control and chance of losing the intellectual property (Dancygier and
Walter 2015). Even the license period is also limited.
Joint venture: It is a partnership agreement with a foreign company. Advantages of this
mode are that it provides business opportunity for gaining new insights as well as expertise. Joint
venture can get access to resources like experienced staffs as well as technology. Disadvantages
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are there are instances when flexibility is being restricted in the joint venture (Etikan, Musa and
Alkassim 2016). The objective is also not 100% clear and lack of communication among
involved persons.
Merger and acquisition: Advantages of this market entry strategy is to merger power as
well as control of Yummy food over foreign market. It allows to increase in value of efficiency
of new entity as well as leads to cost savings. Economics of scale is also formed due to sharing if
resources as well as services. Disadvantages are that there is loss of experienced staffs aside from
the staffs in leadership role (Potrafke 2013). When merged with small company, then the
employees of small merger business should require re-skilling.
Among three routes of strategic expansion, joint venture is suitable for the company. It
will lead to shared investment as well as shared expenses. It is also not a commitment for long
term and both parties can shared risks, and costs to support the losses.
Conclusion
Therefore, concluding the above discussion, it can be said that the process of business
globalization can collect major benefits for the business. Expanding the business of an
organization out of the national border of a single country to several other countries is identified
by the name globalization. However, other than gathering higher benefits for the organization, it
also creates several strategic complexities for it. This research paper has discussed the business
globalization of the Hong Kong based yummy food limited. The main concept behind
globalization along with the key factors responsible for making successful globalization such as,
technological change, economic growth, different tax systems, efficient growth strategies and
many such are discussed here. Moreover, the internal and external environment of the
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organization are analyzed by conducting the SWOT and PESTEL analysis. Both the analysis
have provided an idea about the strategic complexities related to the globalization process. Using
the McKinsey’s 7S model and the Hofstede’s dimension of culture, the impact of globalization
on the structure, culture and function of the selected organization are discussed.
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