Business Strategies

Culture Briefing for a U.S.- based Company Selling Bicycles

Assume you are a manager in a company that sells bicycles. Your company started in the United States, but it has also been a big player in the European market for a long time. Now, it is going to be expanding into a new market on a new continent. You have been asked to head a work team to develop this new market.

You will be taking some of your U.S. employees to the country, where you will lead an operation that will include these employees, as well as new employees who are citizens of the country where you will be opening a new office. You know culture is important to successfully selling your bicycles to a new set of customers, and you have decided to educate yourself about the country where you are setting up your operation. After conducting research into the market, you have prepared a briefing to enable your U.S. sales team to understand how to operate successfully in this new market.

The briefing will also help your American employees understand how to work effectively with the employees who are citizens of that country.

Please select one country in Asia, Africa, or South America. This will be your new target market. Then develop a culture briefing on the country you select.

Discuss what is happening in this industry or organization that makes this a good time to consider expanding internationally? Are there risks to remaining domestic? Be specific.

Where do you want to see your company focus their expansion efforts? Create a cultural briefing for senior management that discusses how business is conducted in this country.

In summary, this portion of your briefing should include a discussion of the country, its workforce, and its common business practices. Discuss, for instance, language, traditions, customs, values, and ethics, life styles and common business practices.

You should also cover–

Key Business Strategies

strategies for promoting successful business growth
strategies for addressing the cultural perspectives of your new customers
strategies for addressing the cultural perspectives of your new employees (that is, citizens of that country)

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