CASE: SpinCent: The Decision to Export

SpinCent is a small Pennsylvania exporter of laboratory and industrial centrifuges. The company was initially a passive exporter. However, a struggling U.S. economy provided the incentive for the company to focus on international markets. The Asia market became a prime target for the organization. Management looked to develop long-term beneficial relationships with a distribution network in the region. The company did its homework and spent time in the region identifying market potential, competition, price points, and recruiting a sales force. The company discovered that exporting to the region provided more opportunities than risks. They now do a steady stream of business overseas, experiencing low-cost/high-reward endeavor. Successful planning and a commitment to goals are advocated by the organization.

(a) Analyse the challenges that SpinCent overcame in developing its export activity. Describe how it overcame them.

(b) Based on its Asian experiences, map a sequence to guide SpinCent's export expansion to Sub-Sahara Africa.