Spincet Case Summary

SpinCent is a small Pennsylvania exporter of laboratory and industrial centrifuges. The company was initially a passive exporter. However, a struggling U.S. economy provided the incentive for the company to focus on international markets. The Asia market became a prime target for the organization. Management looked to develop long-term beneficial relationships with a distribution network in the region. The company did its homework and spent time in the region identifying market potential, competition, price points, and recruiting a sales force. The company discovered that exporting to the region provided more opportunities than risks. They now do a steady stream of business overseas, experiencing low-cost/high-reward endeavor. Successful planning and a commitment to goals are advocated by the organization.
SpinCent was skeptical about the likelihood of international success, as serving customers in the domestic market kept them busy, and they felt that they lacked both the financial resources and management talent. Additionally, they feared direct competition with experienced exporters from Germany and Japan. The struggling U.S. economy and market trends forced them to either focus on the domestic market and exploit every possible efficiency or expand aggressively into export. While demand for their products domestically was declining, industrialized emerging economies signaled opportunities, which they then began pursuing. When the decision to export was made, SpinCent decided to focus on long-term growth. So, the focus was on identifying competent and trustworthy distributors, …show more content…
SpinCent manages the export process including making and marketing its products for foreign buyers. The nature of these activities shows that the leadership of SpinCent is committing the company to direct