Morrisons' Expansion into Myanmar: An International Business Report

This report provides a comprehensive analysis of Morrisons' potential international business expansion into Myanmar. It examines the strategic considerations, including market research, cultural sensitivity, and leveraging local expertise, necessary for successful globalization. The report identifies potential barriers such as language differences, cultural nuances, local competition, and challenges in managing global teams, offering solutions to overcome these obstacles. Furthermore, it delves into the role of core values and emotional intelligence in HR management, emphasizing employee engagement and development. Recommendations are provided to ensure the success of the business expansion, focusing on delegation, equality, and maintaining good social relations. Entry methods like licensing and company ownership are discussed, along with marketing strategies tailored for the Myanmar market. This document is available on Desklib, where students can find a wealth of study resources, including past papers and solved assignments.

International Business

Table of Contents
Executive summary: ........................................................................................................................3
Introduction......................................................................................................................................4
1.1 The situation and the briefing when the organization is going international. .....................4
1.2 Reasons why choosing the particular country ......................................................................5
1.3 Recommendations to ensure the success of business expansion..........................................7
1.4 There are some of the entry methods when the company is going on global basis..............8
Conclusion.....................................................................................................................................10

Executive summary:
In this respective report of Morrisons we are providing the the company which is going to be
internationalised and some of the factors which are going to influence the company with the
barriers and the solutions which can be there to make the business working easy and smooth. The
role of HR in the management and then there are some of the recommendations made for the
company with giving some of the entry methods and managing the human resource with the
marketing strategies.

Introduction
International business refers to the marketing of some of the products and service on the
global basis and the transnational scale, it involves the cross boundary dealings in between two
or more countries and this process can also be known as globalisation. The concept of the
international business means that when company want to make the business go overseas then
there are some of the factors which need to be considered as the important points for the
expansion(Belderbos and et. al., 2022). The chosen company is Morrisons, which is the the
longest supermarket chain in UK with the headquarter in Bradford, West Yorkshire, England and
it is the private company which deals in retail marketing, it has 497 stores all over the world but
it needs to expand the business in the middle east part of the country like Myanmar.
1.1 The situation and the briefing when the organization is going international.
There are some situation when the company wants to go for the global expansion and
want to make their business well and famous that they should to known in the market place. And
there are some of the steps that can be taken to make the Morrisons business in the middle east
also and the steps are as follows:
 Research : With the proper identifications of the opportunities in the market the
company can easily find out the proper focus points and ascertain all the necessary
information regarding the business and then try to make the necessary and important
actions to be stable in the specific market.
 Be culturally sensitive : It is about the proper steps that can be taken with the
consideration and awareness of the existing market without making them as a value point
and also the negative and positive impacts.
 Leverage the local experts : When the company is at the place where they are expanding
their business to the middle east part of the globe then they need to make sure that they
transfer some of the their expertise and intellectual employees so that the business in the
expansion area is stable.
 Learn the language : There is the need that the employee should learn the language
according to the region so that the employees do not have the issue with training the new
employees of that particular region. And with the same them there are no chances for the
conflicts in the organisation(Cainelli, Ganau and Giunta, 2022).

 Visit each country and start establishing personal relationships : It is made to the
point that the company must send the employees to that specific country so that they can
adapt the culture of that specific area and get familiar with the environment. This can be
helpful for the company that they ascertain the company information just before the
globalization takes place.
1.2 Reasons why choosing the particular country
The selected country where the business is planning expansion is Myanmar. The
company is taking this for enlargement intention as it is one of the top priority of travellers to
visit and it will offer various opportunities of expansion. The Morrisons is intent to achieve
growth and processing through offering improvement services to the travellers coming in
Myanmar. This is very popular country to travel due to its culture, food and beautiful tourists
repulsion.
With acknowledgement to the Morrisons, it may face the communicating problem because
Burmese is the official language of Myanmar. So it may be captious for the company team
associates to face such problem in global office(Chhatwani, Mishra, Varma and Rai, 2022).
Cultural differences: There are some kind of cultures of every country so do Myanmar
have and they are like the culture, art and traditions of some of the old people that must be
followed in the country so it is necessary for the Morrisons company that they adapt all those
factors and should be knowing all the trends and customs of that specified area where they are
gonna set up their business in Myanmar.
Local competition: When the company is expanding its business in other country then
they must be knowing all the information about the competitors in the market as they are the
rivals who are presently dealing in the market and the people of that country also consider them
as their prime choice, so it might get tough for Morrisons to hurdle in running the new business
in different country.
Managing global teams: There are some of the issues which are very common and one
of them is managing the employees when the company has expanded its business in different
country, they do have language problem, culture problem and different time zones issue. With
reference to Morrisons, it should also cope up with their rivals in Myanmar and get obstruction
in inclining the customers in the market(Child and et. al., 2022).
How to overcome these barriers

Some of the barriers that can be overcome by Morrisons:
Overcome language barriers: To deal with the language problem the company can hire
one person who can be the expert in both language and one native language also so that the
communication process in the company gets better and the processing of the company does not
stop but keeps going good with earning good amount of profit.
Overcome Culture differences: In context to Morrisons, it should adapt some of the
strategies according to the the culture of Myanmar and provide them the service like the want
following their cultural trends and social norms. This will help the company to fit in the new
market and deal with all the problems of cultural and traditions(Ho and Oh, 2022).
Overcome Local competition: With the reference to the Morrison company, there are
some critical issues that they are lacking behind so they should find some of the right partners
who can help them with the problems and getting all the necessary knowledge about the market
and get to know everything about the market. Building the strong relationship with the partner is
also important as it will lead to being competitive in the respective market in front of the rivals of
the company.
To be better in the market, the company should have the strong relation with the worldwide team
to manage the workers of the company. In step-up to this, it can make daily check-ins using the
video discussion platform to interact in the real time:
Core values and emotional intelligence issues and their role in HR management
Core values: The values are the set of beliefs, creativity or activities that defines that how to
manage life both professionally and personally by ignoring the violations this assists the
company to find the allotment of resources and make the crucial decisions for expanding the
business.
Core values issue: There is the importance of the core values as the company can not any plan
for the execution without the core values, and the company is nothing when there are issues with
the decisions. With the core values the company can make the choices and execute the company
plans and purposes properly. Also without the core values the company have some conflicts and
arguments(Kumar and Sharma, 2022).
Role of core values in HR management
Understanding role in company: The beliefs help the worker to realize the self value in
the organisation, also when the employee keep working with the core values in the business the

employees is concerned with the scale of self performance in the company. It also enhances the
performance of the worker and improves his efficiency.
Engagement of employees: Working place is the destination where there are some of the
principles that employees do believe in and follow them. Effective values do rises the
engagement of the workers in playing their tasks. Values are morals motive statement that cause
the action of the employees towards the organisation.
Development of employees: The values of the company helps the employees to get the
good training and the development of the employees and maximise the performance of the
employees and rise their potentiality and render the opportunities to enhance their knowledge
and the skills. Values create the environment that enables employees to have the pride and the
power towards the activity.
Emotional intelligence: It is the cognition of the company o make the decisions, and
control the organization according to the market needs also evaluates all the emotions of the
employees. High intelligence level means that one is able to travel through the scenario and
interact with the shareholders with more efficiency(Liu, 2022).
1.3 Recommendations to ensure the success of business expansion
The growth of the company in the various countries depend on how the business do the
analysation and also adopt the cultural norms and the demographic aspects of a society. The
preference and the involvement of the single deviates with various countries. The frequent trends
in the social group changes from country to country because of the difference which are
observed in the operating structure of the company. On the basis of the difference in the cultural
elements of both the countries and following are the recommendations to rise the possibility of
success of the business expansion:
 The expansion of operations in Myanmar should be managed with more delegation and
equality between managers and employees. As the corporate culture focus on maintaining
affirmative attitude between super and inferior. The staff of new firm should be activated
with good code of conduct which ensures their autonomy and fair care(Marano,
Sauerwald and Van Essen, 2022).
 After interpreting the cultural attributes, it is recommended for business enlargement in
Myanmar to pay importance upon keeping good social relations with employed staff

where owners and managers take obligation for the actions of their subordinates and law
level staff.
 The deviation of gender score implies that the business expansion in Myanmar should
utilize strategies to increase competitor vantage in state to guarantee property and
expansion of the enlargement idea. The rivalry in the country is highly high in the field of
food services section. The new administration should effectively cater to the liking and
tastes of customers to ensure its success.
 In order to pull off the dealings of new administrations, the firm should concentrate on
ways of practicality and apply practical approach in its purpose.
 The new firm should direct on long functional hours or proper establishment activities to
effectively manage the flow of hospitality services and attract large number of
customers(Pidduck, Clark and Busenitz, 2022).
1.4 There are some of the entry methods when the company is going on global basis.
There are some of the entry methods to the company when they are trying to make their business
on global platform and they are as follows:
 Licensing: It is the process in which the company sells the rights to some different part
of the country to sell their brand products in the respective market place, Morrisons can
use this process when they know that they have certain products that are in demand of the
consumers then they will sell the rights to sell the products of the company.
 Company ownership: If the company is selling the products globally without pull off
the problem of delivering and dispersion of products and services, then the consumer
might purchase an existing company in the country. Possessing a company implanted in
the international market can give the company quality as a local organisation which can
help in increasing the sales.
 Franchising: A franchise is a chain wholesale company in which an idiosyncratic or
group buyer pays for the right to pull off company subdivisions on the company's
position. Dealership occur most normally in North America, but they exist worldwide and
offer enterprises the chances to expand overseas. Franchising typically definite quantity
strong brand designation, as consumers in the target market should know what they offer
and have a tendency to purchase it. For well-known brands, dealership offers companies
a way to earn a profit while taking an indirect establishment formulation.

 Outsourcing: It includes with the concept that the company hire some different
company to manage some of the critical and managerial departments of the company. It
defines that there is an agreement made with the different company to manage the global
product sales on the company's part.
Marketing on the international basis is the tough task but it can be done efficiently if the
company follow all the necessary regulations and steps of the company internationalizing
process and it is then important to focus on the scale of business and have a look upon the
companies growth and expansion.
Managing operations is the multi disciplinary field that focusses on managing all the factors of
the company. This formally carries out different functions as a part of its operation. The division
of the company activity into functional categories occur very early on. This process focusses on
the the function of providing the goods and services, their job is to make sure that the quality of
the goods and services are good and they are satisfying the customers, also when the company is
new in the region they are always trying to deal with all the odds and perform well in the target
market. Also the company apply and make some new strategies for the company profit and good
amount of earning, the need of the customers are put at the priority list and they are majorly the
reference mark point which are considered as the base importance of the company. The company
do hire the operational manager to manage the operational working of the company so that there
are no chaos and the functions of the company does not be rough but always stay smooth and the
firm can make more amount of profits and perform with their best performance so that the
customers tends to make them as their prime choice in the market(Shukla, 2022).
There are some of the ways to manage the human resource and they are as follows:
 Anticipate future HR needs: It is important to consider the need of the human resource
department and it is basic that it enable the individual to identify the jobs that need to be
occupied in the short, medium and long term. Through the data analyses and reviews the
right person can be hired according to how the company needs to make the execution
plans.
 Manage employee competency and development: It is defined as the activity and
process of determining the skills that are essential for the worker of the organisation to
obtain the specific target performance point in the particular role, and then enhancing and

optimizing those skills to have the proper align with the business strategy of an
organization(Tucci, 2022).
 Take availability and competency into account when assigning employees to project:
it is important to consider all the needs and views of the employees and the seniors must
communicate with the employees and should get to know that what the employee can do
or not and then accordingly assign the work to the employees.
 Ensure the employees workload is right: It is important that the employee is not given
the burden of work and and is not exploited in a way that he gets the pressure of doing
the job and then he is not able to work with the peace of mind and do some of the major
mistakes that can be serious for the company to cope up with(Vendrell-Herrero and et.
al., 2022).

Conclusion
In this respective report, it can be concluded that the international market is the good
source of income but it comes with so many problems which are faced by the company people,
and then the management make some of the strategies to cope up with the problems, and the
discussion of how the factors are impacting while the company is going to be international and
global and some of the barriers which are also there which makes it hard for the company to go
on global platform.

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