Market Entry Assignment. Moving Our Presence to Colombia.

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Moving Our Presence to Colombia
Since our firm has performed fairly well in the local markets in the US, a venture in the apparel and texture industry in Colombia will improve profitability while extending presence in the region. Given our company size, capital base, and market niche in the local US market, it is anticipated that our products will click in Colombia, given their close adherence to the American culture. Rather than opting for foreign direct investment, or franchising, we will employ licensing agreements to penetrate the Colombian fashion market and deploy the country concentration and segment diversification strategy in expanding our market base (Green and Warren 533).
The Colombian market is attractive since the locals’ spending habits mimic popular American culture. As such, it is expected that the return on investment in the country will be close to the revenue in ...