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Business & Marketing
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English (U.S.)
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Magic Pastry Expansion in the African Market - Assessing the Social-Cultural Environment

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We're doing a pastry business (Magic Pastry) located in the in the United Kingdom.
STEP 4 – Assessing the Social-Cultural Environment
• Research social institutions, customs, traditions, and beliefs influencing business.
In this step, your goal is to gain cultural and social awareness about the country (or countries) you are considering for your global business opportunity.
Based on the country (or countries) you are analyzing for your global business enterprise, research information related to the following areas:
1. DEMOGRAPHIC TRENDS
Identify demographic trends (such as birth rates, literacy rates) that might influence business activities in the country. (Lower birth rates result in an aging population with expanded demand for health care.)

2. CULTURAL ANALYSIS
Discuss language, customs, traditions, and beliefs of the country. (Religious beliefs may make the sale of certain products inappropriate in some countries.)
3. SOCIAL INSTITUTIONS
Analyze the influences of social institutions (family, church, labor organizations) on the business culture. (In some countries, a strong tie exists between family and business.)
4. INFORMAL TRADE BARRIERS
Describe informal trade barriers created by social and cultural factors. (Communication styles and negotiating tactics vary around the world resulting in the need to adapt to the host country’s culture.)

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Magic Pastry Expansion - Assessing the Social-Cultural Environment
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Magic Pastry Expansion - Assessing the Social-Cultural Environment
The company intends to expand into the African market. Because the company is based in the United Kingdom, it is likely to face many socio-cultural hurdles in its expansion venture. In that regard, the following factors were assessed and facts established:
Demographic Trends
The continent has a relatively high birth rate and low literacy rate. The high birth rates imply a considerable number of middle-aged in the population (Leke et al., 2019). The numbers are crucial in creating a market for pastry products as the young are the most common consumers of such. The elderly generally have health considerations that are likely to negatively impact the consumption of pastry products – the most familiar being sugar-related complications.
Culture
Africans tend to be highly conservative with the foods they consume. Generally, they prefer organic foods in their natural state. There is a growing trend in the overall acceptance of processed and non-cultural foods. Also, there is a general growing trend towards the consumption of pastries like bread, cakes, and biscuits. Currently, there are no significant cultural or religious concerns about pastry products (Lewin, 2020). Th...
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