Question: please help with this strategic management question. read the case study and answer the questions. not to much research involved. Thanks. This question relates to

please help with this strategic management question. read the case study and answer the questions. not to much research involved. Thanks.

This question relates to international strategy.

A local Western Australian manufacturer and retailer of quality gas-fired stainless steel barbecues and outdoor kitchens has experienced good sales and revenue growth over the last five years. The company has a dedicated research and development division consisting of market research experts and design engineers in order to continuously improve product quality and design in line with expectations of customers. The company targets the premium market segment and has good network relationships with quality home builders (where the barbecues and outdoor kitchens are offered as part of the fit-out of new homes), and also with high-end landscape designers. The company also sells direct to the public from their showroom, where packages start at $10,000. The family owned company had revenue last year of $15M and wish to grow further but have noticed that sales growth is tapering off. The company directors realise the local premium barbecue and outdoor kitchen market may be reaching maturity. They considered diversifying into the value end of the barbecue market, but dismissed this idea due to the fact it was already highly competitive. Instead, they are thinking of expanding operations overseas. With no international experience, the owners have hired you to advise them on their idea of expansion into offshore markets.

  1. Identify and explain two benefits of expanding internationally. [2 marks]

  1. Discuss some of the risks involved in entering offshore markets. (This needs to be more than a list of risks, explain how the risks you have identified may be mitigated) [3 marks]

  1. Now that the business owners more fully understand the benefits and risks, they have decided to pursue an international expansion strategy. What type of foreign markets should they consider targeting, and what market entry mode would you recommend (you need to explain your answer, building upon answers you gave in parts a and b) [5 marks]

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