Pestel Analysis of Mobile Phone Industry

Geert Hofstede defined that culture is "collective programming of the mind distinguishing the members of one group or category of people from another". (HOFSTEDE, 2012a) Human culture derives from people’s background, education, gender and so on. Therefore, different people have various cultures. Culture can influence employees’ relationship in workplaces. (HOFSTEDE, 2012b) Geert Hofstede studied this question for more than six years, and found six groups of national cultural dimensions. The first group is Power Distance (PDI) which illustrates the level that people who do not have much power in organisations and situations assent and that power does not distribute equal. (HOFSTEDE, 2012b) Figures of PDI about China and Japan are 80 and 54 respectively. Hence, Chinese is more centralisation than Japanese. For instance, Chinese organisation’s authority level is clearer than Japanese organisation. The Chinese employees who work in the low level have less chances than Japanese employees to participate in organisation’s main decisions. (ITIM, 2012)The second group is Uncertainty Avoidance (UAI). Scores of UAI about Japan and Singapore are 92 and 8 respectively. It means Japanese society is more like to rely on rules, laws and regulations than Singaporean society, because Japanese wants to decrease risks to the minimum. (ITIM, 2012)The third one is Individualism versus Collectivism. It is relate to national wealth. For example, figures of Individualism about China and Japan are 20 and 46 respectively. It means that Chinese people have less individualism and more collectivism than Japanese. (ITIM, 2012)The fourth one is Masculinity versus Femininity. It can be clear shown in government’s election. A score of MAS about Japan is 95 and Singapore is 48. Japanese work to live and they pay more attention to achievement than Singaporean. (ITIM, 2012)The fifth one is Long-term versus short-term orientation. Hofstede stated “Long-term orientation is correlated with school