Applied Communication

In: Business and Management

Submitted By SaraFA
Words 1913
Pages 8
| 2011 | | Bahrain Polytechnic
Bachelor of Business BS701Sara Aseeri |

Applied Communication | Trompenaars’ dimensions of culture affects international businesses like Pizza Hut. Pizza Hut USA and Pizza Hut Middle East have two different cultures to address therefore the company needs to consider the affecting aspects in order to build an effective marketing strategy for their website. |

Table of Contents
Introduction 3
Universalism vs. Particularism 3
Neutral vs. Affective 3
Individualism vs. Collectivism 3
Achievement vs. Ascription 4
Sequential vs. Synchronous (Time Orientation) 4
Internal vs. External 4
Applying Trompenaars’dimensions on the websites 5 * Universalism/Particularism 5 * Neutral/Affective 5 * Individualism/Collectivism 6
Profile of Pizza Hut Middle East’s website Gulf Arab audience 7
Recommendations on improving Pizza Hut Middle East website 7
Conclusion 8
References 9

Introduction
The purpose of this report is to identify and compare between the website of Pizza Hut Middle East and Pizza Hut USA using the cultural dimensions. Professor Trompenaars has developed seven cultural dimensions ‘dilemmas’ which give key insights for successful businesses when designing sales strategies as buyers and sellers originate from different cultures. The report also analyzes the audience of Pizza Hut Middle East website and scrutinizes ways to conform to variances based on cultural dimensions to better address the Gulf Arab audience. This report is presented to the Marketing Manager to build online traffic of the Pizza Hut website in order to maintain brand awareness and encourage an increase in pizza consumption.
Universalism vs. Particularism
Universalistic cultures believe that formal rules can be applied worldwide without any modification as they standardize everything. However, particularistic…...

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