La Gustocoffee is an Italian coffee bar chain specialising in
organic high quality coffees and French pastries. Its unique stance on
ethically sourced delicious products has made it a big hit in Europe where it
also has stores across the UK, France, and Spain. La Gustocoffee is looking to
break into the Asian market and is planning to open its first stores in
Shanghai and Beijing (China).
As before,
the new stores will operate in a very similar way to operations in Italy (HQ),
with the same product line in order to retain their individuality and unique
ethical selling point. A General Manager (PCN) has been identified and is
available to be flown over to China in the first instance from Italy, but the
company requires more advice on staffing policy and whether to hire local staff
for management positions (as
well as at barista level).
The company
has approached you, as an experienced HR consultant, to advise them about key
HRM considerations for establishing their business in China. Your report should
address the following key areas and make clear your reasons for
recommendations:
What are the main challenges that La Gustocoffee will encounter
setting up China?
Answers will
debate:
a.
The key cultural differences between Italy and China and how this
may impact HRM and managerial practice.
b.
The most effective IHRM staffing strategy to adopt (citing
appropriate models)
c.
The difficulties expatriates (PCN’s & TCN’s) specifically may face
adapting in China and ideas to overcome these.
d. Discuss
ethical issues that may be relevant for a European MNC setting up in China,
with a specific focus on ‘migrant workers’, decent work (ILO), and reward.
This case
study assignment should be undertaken as an individual piece of work. As it is
an academic piece of work you must support your analysis, arguments and
recommendations by referencing from published material (academic textbooks, peer-reviewed
journals, and appropriate media). APA reference style must be used.
Assignments
should be in report format (i.e with a contents page, sections, subsections, a
clear introduction, a conclusion, comprehensive referencing, and bibliography).
Recommended Structure:
1. Table
of Content & Executive summary (word count not included)
2. Introduction
(approx.300 words)
3. Discussion
(approx.3000-3500 words)
4. Conclusion
(approx.300 words)
5. Recommendations.
(approx.300 words) (Acceptable to bullet point these).
6. Reference
List (word count not included)
7. Appendices
(word count not included)
Word length
should be approximately 5,000 words (+/- 10%). This does not include
appendices, bibliography, or any supporting tables/graphs.
