Sterling Marking Products Ing.
PROBLEM/ISSUE STATEMENT: <Tab/>We need to determine whether Sterling possesses the key success factors necessary to expand internationally into the UK. Our analysis will evaluate the feasibility of Sterling's international expansion via exporting, licensing and branching.
SITUATION ANALYSIS: Market Segmentation (SWOT) Strengths -Significantly higher market demand than in Canada (162k-192k vs. 87K) Weaknesses -Barriers to entry include, high number of competitors, high exchange rate, high initial capital requirements, cultural …
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…the most beneficial for Sterling based not on the revenue, but rather on the high-risk exposure associated with other alternatives.
Sterling should immediately cut ties with Jordan so that further reputation damage would not occur. After it should concentrate on penetrating the UK market via sales to small name search houses, offering them discounts as mentioned above. Once Sterling gains additional market shares it might perform additional research and analyze other means of international competition.
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