Problem
Sainsbury's Supermarket Pc a major British supermarket chain has appointed you as a consultant. Once the current coronavirus pandemic is over, the company is considering investing overseas as global expansion is perceived at this time to be a potentially important element of the company's long-term strategic goals. In particular Sainsbury's have been looking closely for some time at a number of diverse markets including Spain. In order to help with their decision marking, Sainsbury's Board of Management has requested you to compile a report regarding the attractiveness of these locations based on potential return of investment.
Based on your analysis, what would you recommend i.e. to invest or look for other options? Ensure that vou give reasons for your recommendation.
What incidence of cultural risks exist is low, as evidenced by the existence of fundamental cultural differences between host and home (UK, in this case) countries - Hostede's Cultural Dimensions can be applied, other factors such as the extent of govt. influence in business, product offerings, the significance of religion, the existence of an ethnic mix, the degree of toleration of differences, the extent of censorship ot intormation.