As the firm looks for ways to offset the domestic downturn in
sales, Deborah, the CEO of your company, wants to determine if a
global strategy is a good fit for the organization. She has
designated you as the manager for this project. You will work with
your team to develop a global marketing plan for your
organization.
You begin your research in deciding if and what the global
strategy should be. You get your team together and begin to discuss
a plan on how you will research this possibility.
You start the meeting by saying “Lets brainstorm and start to
get a plan together for a possible globalization strategy. Tiffany,
Id like you work with me to begin researching possible
locations.”
Tiffany says, “I think we need to research some locations, but I
think there is more to it than that. There still needs to be a
decision on the type of strategy or approach we are taking. Would
we use a multidomestic approach, a global approach, or a
transnational approach? Im still not entirely convinced a global
strategy is the answer.”
Great point, Tiffany. It is obvious to me as well that we need
to explore a strategy that will put us in a better position to
handle the economic downturn. We have to provide the board with the
facts. They seem to be leaning in the direction of a global
strategy, but I’m not sure it’s the right move either. That’s why
we need to do research.

Domestic profit margins have dropped by 2% this quarter. You
wonder how you and your team can help fix this. Is a global
strategy the answer, or should the company continue to focus on the
domestic market?

You call a team meeting to learn about the progress of their
research.

Tiffany, one of your team members, begins the discussion. “I
think we need to look at some of the internal factors,” she says.
“We know what our capabilities are on the domestic front, but what
about in the global market? We have a fairly strong market presence
here in higher-end markets, but how does that translate
globally?”
Discuss the following:

How do you define a global strategy? Compare and contrast
global strategy with other international expansion strategies.
Identify a minimum of 3 possible countries for globalization.
Research each of these locations in the furniture industry, and
document both the pros and cons of using these in global
strategy.
What country would you choose? What evidence can you provide in
support of your choice?
What evidence might somebody else, who does not agree with you,
provide to support an alternative choice?
Recommend two or three areas to benchmark in preparation for
the decision regarding global expansion.

Deliverable Length:
600800 words;