We need to expand our market base argued the vice
“We need to expand our market base,” argued the vice president of marketing for a major American beer brewery during a strategic planning conference presentation. “Our sales growth in the United States has been decreasing over the past five years. Maybe we need to look to international markets to sustain our sales growth.” “I don’t know,” replied the president of the company. “We are really good at marketing in the United States—we know most of the ins and outs of the operation here. If we were to go overseas, we would need to learn a whole new bag of marketing tricks.” What does the president mean by his statement about having to learn a whole new bag of tricks? Explain.
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