Outline the reasons for and against for this firm expanding internationally. Do you think that it is just a matter of time before this firm expands internationally, or is there a chance that they will always remain local? If they were to expand internationally, should the firm target the USA or the Asian market first? Why?
Outline the reasons for and against for this firm expanding internationally. Do you think that it is just a matter of time before this firm expands internationally, or is there a chance that they will always remain local? If they were to expand internationally, should the firm target the USA or the Asian market first? Why?
Principles Of Marketing
17th Edition
ISBN:9780134492513
Author:Kotler, Philip, Armstrong, Gary (gary M.)
Publisher:Kotler, Philip, Armstrong, Gary (gary M.)
Chapter1: Marketing: Creating Customer Value And Engagement
Section: Chapter Questions
Problem 1.1DQ
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Question
Transcribed Image Text:A chain of well-known surf wear stores is considering
expanding to international markets, but they are unsure
whether this is a good idea for their business - can you
help them decide?
Excerpts from the Manager's Meeting
Britney:
Thanks everyone for coming to the meeting. As you
know, the company has been considering international
expansion and I would just like to gather your thoughts.
Eddie:
I think it's a bit early for us. There are plenty of growth
opportunities throughout the country for new store
locations. There are plenty of large coastal towns
and not to mention potential opportunities in major
interstate cities.
Anna:
Yes, we've got plenty of choices, but what's the best
opportunity for the future? The Asian markets are
starting to grow strongly and many companies are
looking to enter them, I don't think we can afford to be
a late entrant.
Transcribed Image Text:Elle:
That's why I think we should concentrate on the local
market only at this stage. International market is a
major challenge, without any guarantee of success. So
let's stick to the local market where we know we will be
successful.
Questions:
Outline the reasons for and against for this firm
expanding internationally.
Do you think that it is just a matter of time before this
firm expands internationally, or is there a chance that
they will always remain local?
If they were to expand internationally, should the firm
target the USA or the Asian market first? Why?
Other than market development, what other ways could
the firm look to grow?
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