Purplemash Co. specialises in producing fresh-cut fruit and juice products from a network of plants in Africa and South America where the labour costs are inexpensive. It works within a framework that emphasises on running the business in a sustainable way. This framework is based on three main principles, namely a diverse society, a culture of respect and a drive for profit, with the first two principles ranked above the third principle. It currents suppliers to various supermarkets. Purplemash Co. plans to further internationalise its business into the European markets (including those in the UK) as the governments are supportive of sustainability. It particularly wishes to collaborate with businesses that fair trade practice.

Required:

a) Explain any 4 major influences that shape the culture of an organisation by using the example of Purplemash Co.

(4 marks)

b) Explain the four basic elements of marketing mix which must be managed to satisfy customers needs in European markets. (4 marks)

c) Explain 4 different cultural types that Handy popularised and which one do you think Purplemash Co. should conduct with.

(6 marks)

d) Explain 6 consequences of poor recruitment and selection if Purplemash Co. expands to in European market.