The Co-operative Food is located at the University of Sussex campus in Brighton. It serves the vast range of customers hailing from diverse cultures and tastes at the campus. Not only the students of the University of Sussex are its customers but also the neighboring locality is part of its consumers (University of Sussex, 2015). The cooperative food is run with the inclusive partnership of students of the university campus. Besides, its services to the customers also include the breakfast, lunch and the dinner as well. The restaurant also has in-stroke bakery that provides fresh parties and fresh juices (Field, 2011). Similarly the restaurant has also a Post-Office counter in the restaurant premises that adds the versatility of the restaurant. Therefore intercultural awareness to the staff, leadership and employees of the restaurant is necessary to attract more customers.
The University of Sussex has very diverse culture at the campus. This means that the students of the Sussex University hail from different regions of the world. Therefore the university shops, restaurants and other business has to develop the strategy of owing intercultural attitude to run their respective businesses in the campus. For this purpose the Cooperative food has also set its strategy of adopting intercultural strategy. The cooperative Food has adopted intercultural communication and provide the different menus to the customers as per their respective national, and ethnic taste (Caraher, et al., 2015).
The Inter-cultural communication refers to the communication that a local firm or business learn the communication and language of other customers for its effective business strategy to enhance sale and products (Pym, 2004). The intercultural communication of the Cooperative Food is not as much improved and developed. Because the staff of the Cooperative food are mostly the students and the European and American Students dominate the service provision at the restaurant. However, the customers coming from Asian countries face tremble of language barrier. Moreover, even the most European students face communication issues when they are tried to be served at the Cooperative Food. As this restaurant has other goods and services to sale like daily usable things, so the lack of communication reduces the customer turn out eventually giving loss to the sale of the business of Corporate Food. Many complaints regarding the communication barriers have also been put to the management of the Cooperative Food, but the action of management regarding intercultural communication seems to be unheeded (Sussex, 2015).
The consumers of the Co-Operative Food are diverse therefore, the Co-Operative Food has managed to increase the diversity of availability of its products. The culturally diverse students and consumers of the Cooperative Food have provided the restaurant with mammoth sales of its products. The Cooperative Food can easily increase its sales, if it adopts the intercultural communication strategy more effectively and efficiently. It has the benefit of perfect location because it covers the busiest area of the campus, hence, it has diverse culture customers. Those students working in the Cooperate Food have been given preferences to serve the customers who are familiar with more language familiarly spoken in the campus of University of Sussex. Similarly, the more turnover of customers of diverse language also provide impetus to the staff and management to attenuate the communication gap for better services rendered to the customer (Cox, et al., 1991).
The theories of Intercultural communication refers to the scientific research about the cultural communication of members of a society with each other. Firstly, Communication accommodation theory refers to the increase or decrease the communication gap between the members of the society (Giles & Peter, 1997). In the context of Cooperative Food Store, the management has tried to reduce the communication gap between the staff and the customer of the Cooperative Food Store (Gallois & Giles, 2015). Secondly, the co-cultural communication theory refers to the communication barriers between the underprivileged and the dominant groups of a society (Orbe, 2009). At the University of Sussex, the prevalence of diverse groups of students hailing from the different regions of the world has created a phenomenon for underrepresented groups that the people from developing countries are given less importance at the shops and businesses to have goods and services for them. This led to the people of underrepresented to learn the local language rather than hiring people to facilitate the underrepresented students of the campus.
2.4. Comparison of Cultural Awareness between Sussex Cooperative Food and Marks and Spencer at Brighton:
The cultural awareness at the Marks and Spencer is higher than that of the Cooperative Food. Firstly, the communication and language used at the Cooperative Food is not more diverse because of less professional staff, while the Marks and Spencer has very professional staff that know the communication skills efficiently and effectively. Secondly, the Cooperative Store has highly diverse products for its diverse cultured students at the campus. However, the Marks and Spencer has low diverse product availability. Thus the students visiting to both stores make it more culturally diverse and awareness of each other’s culture becomes known to campus students and customers (Sussex, 2018).
Although, the Cooperative Food has been involved to facilitate its customers through better services, yet the intercultural- communication needs to be improved at the store. The Cooperative Food can reduce the intercultural communication by adopting the effective strategy. Firstly, the Cooperative Food needs to increase the staff. The staff should not be confined to particular class. For example, the management should hire staff of students that represent almost all language speaking students at the campus so that the intercultural communication of the sore become more effective. Secondly, to enhance inter cultural communication at the Shop, it is necessary to remain updated about the cultural and national events of the customers (Spencer-Oatey & Xing, 2010). This helps in providing the on campus available goods and services .This enhances the intercultural cooperation as well and enhances the business of a Cooperative Food Store.
The intercultural Communication is one of the strategies that small or large businesses adopt to enhance the respective businesses. The University of Sussex, Brighton in the United Kingdom has very diverse culture of students. Therefore, to cater the needs of these diverse students, the on-campus shops, stores and restaurants compete with each other to have more customer turnover. Similarly, the Co-operative Food is one of the stores that provides foods and other necessary goods and services to the students. However, the effective communication and language is a great strategy that needs to be adopted more vigilantly for the success of the Cooperative food so that it could serve the diverse culture students without any communication gap. The Cooperative Food has adopted a strategy of hiring the students from different cultures for provision of better services to the culturally diverse students of the University of Sussex. Thus report finds the Cooperative Food Store an innovative to improve the netter intercultural communication between .management, staff and the customers.
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