Question

Based on the following case study, in terms of its own internal readiness, is Mero Computers ready to export its product to the new international market? Why or why not? Provide a rationale for your assessment. Case Study: Mero Computers The Vice President of Mero Computers has recently read about the demand for computer accessories in overseas markets. The organization has a marketing manager with extensive international sales experience, who currently heads up an international sales division that has ambitious targets for new sales. The Finance Manager in the organization has established a generous budget for new international trade initiatives. The production department has a plan to accommodate sales growth, which involves hiring a third shift to meet the demand for extra orders. Mero Computers currently exports its computer parts line internationally, to a market similar to the one identified by the Vice President for this new venture. The organization has identified their very successful line of ergonomic computer mice as the product they wish to export. Although computer mice are quite common in the targeted region, Mero Computers’ product is unique in that it has won multiple awards for its ergonomic properties. Mero Computers has started to investigate whether the product will need to be adapted for the new market. It has support from the production department, who is open to the changes if they will drive competitiveness.

Answer 1

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