Need Case

Need/Opportunity Statement

With all of the preliminary research that we have conducted we have been able to identify the need for our goods in Mexico. In the United States our highest volume sales stores are within 500 miles of the border. A great majority of our customers are crossing the Mexican border to shop in our stores. This establishes a great need for our goods in Mexico. We would be able to further tap into the Mexican market and allow those customers a more convenient way to access our products. Along with the need for our goods there is also a specific and profitable opportunity. This expansion provides us with an opportunity to increase our sales, improve our customer base, and to diversify our company. Expanding into different countries will allow us to continue to grow our brand and to become a leader in our industry. In the past our previous expansions have proved to be successful so that provides us with research and experience needed to be successful while expanding into Mexico.

Situational Analysis

Throughout our expansion we have conducted several different methods of research. Some of these methods include: interviewing within the company, researching competitors and cultural differences. All of these different areas have given us the information that we need to successfully begin our expansion. We have identified our company’s motivation to be: an attractive market, competitive threat, and customer pull. We also have acknowledged our financial, operational, and managerial preparedness. Mexico has shown us their need for our products and our style of clothing is targeted specifically to their citizens. There would be multiple benefits from this expansion. Some internal benefits are: diversification of the company, increasing sales, improving our customer base. An external benefit is more convenient shopping for the Mexican population. With our motivation,