This report examines the relevance of traditional cross-cultural analysis (CCA) techniques, specifically focusing on the Hofstede Culture Model, Hall's Iceberg Concept of Culture, and Trompenaars Cross Cultural Analysis. The report begins with an introduction to cross-cultural analysis, highlighting its importance for businesses expanding internationally, using Tesco's planned expansion into Brazil as a case study. It delves into the key perspectives of each CCA technique, detailing their dimensions and applications. The report then compares these techniques, outlining their dimensions, suitability, and key perspectives. Finally, the report concludes by assessing the relevance of these traditional techniques in the modern globalized world, emphasizing the importance of cultural sensitivity for business success. The report includes an analysis of the UK and Brazilian cultures based on Hofstede's model, providing insights into cultural differences and their implications for marketing strategies. The report references several academic journals and online resources to support its findings.