A chain of well-known surf wear stores is consideringexpanding to international markets, but they are unsurewhether this is a good idea for their business - can youhelp them decide?Excerpts from the Manager's MeetingBritney:Thanks everyone for coming to the meeting. As youknow, the company has been considering internationalexpansion and I would just like to gather your thoughts.Eddie:I think it's a bit early for us. There are plenty of growthopportunities throughout the country for new storelocations. There are plenty of large coastal townsand not to mention potential opportunities in majorinterstate cities.Anna:Yes, we've got plenty of choices, but what's the bestopportunity for the future? The Asian markets arestarting to grow strongly and many companies arelooking to enter them, I don't think we can afford to bea late entrant. Elle:That's why I think we should concentrate on the localmarket only at this stage. International market is amajor challenge, without any guarantee of success. Solet's stick to the local market where we know we will besuccessful.Questions:Outline the reasons for and against for this firmexpanding internationally.Do you think that it is just a matter of time before thisfirm expands internationally, or is there a chance thatthey will always remain local?If they were to expand internationally, should the firmtarget the USA or the Asian market first? Why?Other than market development, what other ways couldthe firm look to grow?

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Answered: Outline the reasons for and against for…

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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