Report on Air Pie's International Management and Cultural Strategies

This report examines the international management strategies of the UK-based fast-food company "Air Pie" as it expands into the USA and Japan. It explores the impact of this international entry on the company's organizational culture, including values, beliefs, and staff behavior. The report emphasiz...Read More

International Management

Table of Contents
Introduction......................................................................................................................................1
TASK 1............................................................................................................................................1
2 Conclusions after evaluating the affect of international entry on the organisational culture...1
3 Strategies to overcome the cultural differences.......................................................................2
4 Importance of self awareness and sensitivity to diversity in culture......................................2
Conclusion.......................................................................................................................................3
References........................................................................................................................................4

Introduction
International management is related to the business strategies organising at a global level.
Understanding of international economics is important for this. One should have to be familiar
with culture and business organisation of the another country in which the business is operating.
The fast food restaurant company “Air Pie” of UK is trying to indulge into the international
market because of the market saturation in UK. In this report the influence of this entry on the
organisational culture of the company is been focussed along with the management,
organisational strategy and operations to be implied in this regard.
TASK 1
2 Conclusions after evaluating the affect of international entry on the organisational culture
The company is expanding its business in USA and Japan to earn more profit. Consumers
and staff behaviour is affected due to this. Organisational culture consists of the values, belief
and the assumptions. Exploring the business in other nations has affected these values and beliefs
since the thinking of the people differs according to the culture. The behaviour of the staff has a
major affect.
They must have to be trained by the managers appropriately to understand the values and
languages of the other culture and to work in a collaboration with them. To maintain the
competitive advantage it is mandatory for every organisation to understand the culture and
beliefs of other nations to satisfy the people according to their need. Organisational culture also
affects the performance of the organisation. It must be strong enough to provide effective
services to the customers (Luthans and Doh, 2018).
For this employee's satisfaction also plays a major role. It must have to be kept in mind
by paying them as per their performance. Team working is an important factor for the ease of
working. This also shows the efficiency of the organisational culture. Along with this the
innovation and risk taking are also the characteristics of the organisational culture. To attract
more number of consumers in the international market, the company has to innovate new
methods to serve the food other than their liking and to club new dishes into the
menu(Morschett, Schramm-Klein and Zentes, 2015).
This may be a risk taking factor. But the managers have to put efforts into this to show its
versatility. As per the taste of a particular country, the company can mend its dishes to serve

them effectively. In this way it can be concluded that the company has to operate and make the
strategies as per the requirement.
3 Strategies to overcome the cultural differences
Diversity is a common part of every workplace. In order to stand out in the other nation
in which the company is operating, it has to make the strategies accordingly in order to overcome
the problems related to the cultural differences. To globalize the business the online services are
playing the most important part. But challenges of diversity prevail everywhere. Due to the
language barriers there may be a difficulty in the effective communication. Also, there may be a
lack of comfortability to open-up, socialize or bond various customers because of the cultural
differences (Reiche and et.al., 2016) .
One has to make the strategies to overcome these drawbacks. Some of them are
elaborated in this report. For every business it is important for the employees to understand the
needs of the customers. To learn all the languages is a difficult task, but learning of few greetings
and key phrases can do a favour. To deal with the clients of the specific culture requisite cross-
cultural training must be imparted to the employees. One has to research and inquire about the
culture of other nation to make the customers comfortable. Their food, custom and protocol,
business practices must have to be understand properly.
With the implementation of other fun activities along with the food the company “Air
Pie” can attract more number of customers. One has to do online surfacing to get an adequate
knowledge of all these factors. One has to promote the appreciation of the cultural differences.
One has to interact with more number of people for this. Employees can give launch and learn
presentation for this in which the food, ceremonies and the other aspects of the culture can be
featured to attract the people of other culture. This is not only the means of socialisation but can
get an opportunity to learn and appreciate the other culture. Employees can write in newsletter
and internal communication about this. One should be open to try new thing. One has to give
proper prayer times and religious holidays to accommodate the needs of the employees. In this
way, one has to make the strategy to avoid the cultural differences.
4 Importance of self awareness and sensitivity to diversity in culture
In order to beat the competitors of the international market, personal aspects related to the
diversity of culture also plays an important role. One should have the awareness about the
cultural diversity to respect the same. No discrimination should be made regarding the cast,

creed, religion or any other factor. Self awareness is a key to strong leadership practices.
Lifelong practices of self understanding and comprehending the diverse world have to be
adopted (Rhodes and et.al., 2017).
One has to work on the communication skills related to the diversity. One has to identify
the cultural identity of oneself to communicate efficiently with the others of different cultural
identity. One has to understand the importance of values and beliefs of other culture to serve the
people over there as per their requirement. One has to respect the likes and dislikes of the people.
An opponent can never serve effectively.
One has that sense of gratitude and regards with respect to the prevailing culture of the
other nations. Only this awareness will help to bind more number of customers at international
level. If one wants to propagate their culture in the another country, the cultural of other country
must not be harmed for this. One has to understand the value of the cultural aspects for the
people of varied nation to serve them in the best manner. For this proper action and reaction
strategy must be adopted by the managers of the company.
Conclusion
To conclude we can say that to manage the business at international level, one has to
understand the culture of other countries in a better way. The company 'Air Pie' must also have
to do so. Only by respecting the values and belief prevailing in the society over there, one can
associate with more customers. Effective communication can be there with the help of recruiting
versatile staff or by imparting proper training. Likes and dislikes of the people over there have to
be understand properly.

References
Luthans, F. and Doh, J.P., 2018. International management: Culture, strategy, and behavior.
McGraw-Hill.
Morschett, D., Schramm-Klein, H. and Zentes, J., 2015. Strategic international management (pp.
978-3658078836). Springer.
Reiche, B.S. and et.al., 2016. Readings and cases in international human resource management.
Taylor & Francis.
Rhodes, A. and et.al., 2017. Surviving sepsis campaign: international guidelines for management
of sepsis and septic shock: 2016. Intensive care medicine. 43(3). pp.304-377.