1) Is reducing prices an appropriate strategy to increase market share in Canada?

2) Is the Mabuhailand market potentially attractive to Spriware?

3) Evaluate whether Spriware should enter Mabuhailand or focus its efforts on the Canadian market?

Spriware is a successful and competitive manufacturer of refrigerators. Despite having attained a market share of 10% after only one year of operation, the company faces several challenges, including expected modest growth in market demand and competition from 9 other manufacturers. This puts at risk the company’s ability to pay back the initial $60m capital investment in the manufacturing facility in Surrey, BC, in a timely manner. The decision for CEO Kenneth Weller is whether the company’s marketing efforts should focus on further penetrating the domestic Canadian market, or expand globally in order to improve profitability.