Running head: CAPSTONE PROJECT ASSIGNMENT PART 2 1 CAPSTONE PROJECT ASSIGNMENT PART 2 5 Capstone Project Assignment Part 2 Nicole Jensen Grantham University 02/03/2020 Going global and conducting new businesses on an international level can be challenging, but it can also be a great opportunity to enhance potential and growth. Many companies have decided to go global and enjoy the opportunities presented to them, but such a vital expansion is not always easy. There are several risks and challenges one can experience since businesses work differently in other countries. Yum Brands, an American fast-food company, is considering expanding to the Asian markets specifically India. This project will, therefore, analyse the cultural differences between America and India. It will also analyse the cultural exchange, and lastly, analyse the best distribution method for the company. Cultural Differences We can define cultural differences are the several beliefs, languages, vocabularies, practices, and behaviours considered distinctive to members of a particular national origin, race, or ethnicity. One of the major cultural difference between Indian and American culture is family relationships. Indians are much more family-oriented, on the other hand, Americans are individual-oriented. In India, family values are more significant than individual values. On the contrary, individual values are more significant than family values in America. Indians are more dedicated to their family whereas Americans are more dedicated to themselves. Another difference relates to hierarchies and goals. Americans are goal-oriented, they work to get profits as fast as they can. This is normally attained by effective teamwork, with every individual accountable for their own actions and decisions. In India, on the contrary, individuals emphasize more on the hierarchies (geerthofsted.com). Individuals at the lower part of the hierarchy are not authorised to make any decision and those at the upper part of the hierarchy could make decisions based on their interests. Unlike in America, In India, the head of the company or family make decisions. Moreover, older people are more respected and addressed and referred to in a formal way. On the other hand, older people in American culture are not respected because of their age but because of their achievements. In America, people can also question and challenge their superiors in public, within reasons. This can be viewed as rude and disrespectful in India. The other difference relates to time. Americans are normally impatient. Deadlines in business contracts are strict and they must be met. Individuals will work for long hours to accomplish this and there is no easiness for delays. In India, in contrast, life goes at a slower speed. Indians view time more of circular than linear and relationship is more vital than deadlines. In India, it is important to build relationships. Having an established and solid relationshi.

1. Running head: CAPSTONE PROJECT ASSIGNMENT PART 2
1
CAPSTONE PROJECT ASSIGNMENT PART 2 5
Capstone Project Assignment Part 2
Nicole Jensen
Grantham University
02/03/2020
Going global and conducting new businesses on an international
level can be challenging, but it can also be a great opportunity
to enhance potential and growth. Many companies have decided
to go global and enjoy the opportunities presented to them, but
such a vital expansion is not always easy. There are several
risks and challenges one can experience since businesses work
differently in other countries. Yum Brands, an American fast-
food company, is considering expanding to the Asian markets
specifically India. This project will, therefore, analyse the
cultural differences between America and India. It will also

2. analyse the cultural exchange, and lastly, analyse the best
distribution method for the company.
Cultural Differences
We can define cultural differences are the several beliefs,
languages, vocabularies, practices, and behaviours considered
distinctive to members of a particular national origin, race, or
ethnicity. One of the major cultural difference between Indian
and American culture is family relationships. Indians are much
more family-oriented, on the other hand, Americans are
individual-oriented. In India, family values are more significant
than individual values. On the contrary, individual values are
more significant than family values in America. Indians are
more dedicated to their family whereas Americans are more
dedicated to themselves.
Another difference relates to hierarchies and goals. Americans
are goal-oriented, they work to get profits as fast as they can.
This is normally attained by effective teamwork, with every
individual accountable for their own actions and decisions. In
India, on the contrary, individuals emphasize more on the
hierarchies (geerthofsted.com). Individuals at the lower part of
the hierarchy are not authorised to make any decision and those
at the upper part of the hierarchy could make decisions based on
their interests.
Unlike in America, In India, the head of the company or family
make decisions. Moreover, older people are more respected and
addressed and referred to in a formal way. On the other hand,
older people in American culture are not respected because of
their age but because of their achievements. In America, people
can also question and challenge their superiors in public, within
reasons. This can be viewed as rude and disrespectful in India.
The other difference relates to time. Americans are normally
impatient. Deadlines in business contracts are strict and they
must be met. Individuals will work for long hours to accomplish
this and there is no easiness for delays. In India, in contrast, life
goes at a slower speed. Indians view time more of circular than
linear and relationship is more vital than deadlines.

3. In India, it is important to build relationships. Having an
established and solid relationship help to put the other party in
context and enhance clear communication (Bryant, 2019). On
the contrary, in America, businesses are more of task-oriented.
Small talks are thought to be a waste of time, which Indians
could find offensive.
Indians have a strong and solid sense of face. For instance,
saying “no” to someone else is considered offensive because it
causes them to be humiliated. Criticising a person in front of
their workmates is a taboo. In America, speech is more direct.
Shouting at a subordinate is normal, and feedback is critical and
direct.
Cultural Exchange
Business is all about creating a rapport effectively and quickly.
One common challenge most companies face when expanding to
global markets is having an inadequacy in cultural awareness.
Gaining some cultural awareness and knowledge of different
traditions and customs is, therefore, important as it can give a
company a competitive advantage to work successfully in an
international market (Meyer & Peng, 2016). In this case, in
order for Yum Brands to work successfully in India, it must do
the following:
· Be aware of religious celebrations and national holidays in
India
· Learn a few phrases in India. Learning a few phrases of the
local language can enhance a great level of acceptance.
· Be aware of gestures. The simplest gesture through a body
language can lead to the worst insult.
· Be aware of hierarchies when conducting businesses
· Be ready for small talks. Indians usually expect small talks
before business meetings. Being attentive to the current affair in
the country is, therefore, important as it can act as a strategy to
make a prospective client more relaxed and comfortable.
Distribution Methods
Distribution methods are a major element of an entity marketing
strategy as they help a business reach its market and expand its

4. customer base and increase revenue. Customer satisfaction will
be impossible without an effective and efficient distribution
method. The best distribution method that Yum Brands can use
in India is a direct channel. The direct method is among the
oldest methods of distribution. The method does not involve
intermediaries, manufacturers are in direct contact with their
customers (Mikušová et al., 2018). In this case, Yum Brands
will use its own workers and physical assets such as restaurants,
warehouse, and delivery vehicle to distribute its products
directly to the consumers. A direct method will mean lower
prices for customers since they will be buying directly from the
outlets. This will also establish a closer relationship with
consumers.
References
Bryant, S. (2019). 8 cultural differences between USA and
India. Country Navigator. Retrieved from:
https://countrynavigator.com/blog/global-talent/usa-and-india/
https://geerthofstede.com/landing-page/
Meyer, K., & Peng, M. W. (2016). International business.
Cengage Learning.
Mikušová, N., Tomková, E., Hrdlý, D., Průša, P., & Kampf, R.
(2018). Selection of an appropriate distribution channel for
high-value stone. Advances in Science and Technology
Research Journal, 12.
1603 Monument Drive
Kelsey, WA 12345
April 10, 2008

5. President Dallas Harris
Valley Community College, Kelsey Campus
Homestead Road and Keystone Drive
Kelsey, WA 12345
Dear President Harris:
Please accept my enclosed resume to be considered for the
Student Affairs Director position at Valley Community College
that was advertised in The Morning News. My previous
educational and organizational experience in planning,
budgeting, scheduling, and execution has given me skills which
I believe can be an asset to the Kelsey campus.
In my educational and extracurricular activities at Western
Michigan University, I learned time management, organization,
and communication skills while working with individuals,
teams, and internal and external customers. My bachelor’s
degree in communication and my part-time position in the
Student Affairs office at Western Michigan gave me an in-depth
working knowledge of the intricacies of Student Affairs and the
requirements for serving student needs. In addition, my strong
communication and interpersonal skills enabled me to work
effectively with students, faculty, and staff.
Please let me know when we could meet at your convenience to
further discuss my experience and interest in this position. I
found it satisfying at Western Michigan to serve students and
am eager to share with you how I could put my skills to good
use in the Student Affairs office at Northwest Valley
Community College.
Sincerely,
Joshua Shotwell
Joshua Shotwell