International Expansion : A Feasibility Study Essay
The marketing team of International Consultants Inc. (ICI) began an analysis of the feasibility of expanding the sales of American Training Incorporated (ATI) products into international markets. Mexico and Canada appeared to be the logical initial markets; however, the study showed that other Latin American country should also be considered further
The marketing team determined strategies and media for advertising the products in each of the prospective countries, as well as locations of sales. The team also made a thorough study of workforce availability.
ICI’s Legal Department supported the research and investigated all aspects of international law as pertinent to this business proposal.
FINDINGS AND ANALYSIS
Markets and Stability Potential markets considered for expansion fit into five general areas: Latin America, Canada, Western Europe, Japan, and China. The marketing team, along with Legal counsel, immediately disqualified other areas of Europe and Asia due to political instability. The following table lists the eligible countries, with political and economic stability ratings from Jones-Dillard Rating Service: Table 1.1
Canada (all provinces) superior excellent
China excellent good
Columbia volatile fair
Finland good good
France fair good
Germany good good
Great Britain excellent excellent
Guatemala fair fair
Ireland good good
Japan fair fair