Seminar paper from the year 2017 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,7, University of Applied Sciences Essen, course: Master of Business Administration (MBA), language: English, abstract: Even highly successful companies see at some point the need to go beyond, expand their horizons and test if those same products which proved to be successful in their local markets can also do it again far away from home in new, bigger and unknown markets. It is then when companies see themselves confronted with some urgent questions: which markets should I enter into? Which resources (budget, personnel, infrastructure, etc.) should I invest to achieve it? Are my current assets and know-how the right ones to be able to succeed in those new markets? And finally the big final question arises: what strategy should I use?As the reader will have probably figured out by now, there is no fix answers to those questions and as it often happens in business, the environment, structure of the company, its culture or go-to-market approach will plat a key role in the final results. In this assignment our goal will be the description, discussion and critical analysis of a successful case which, due to the origin of our company and the sector in which it operates, shows how family-owned medium-seized companies can also become industry leaders using global strategies based on exactly the same factors which made them successful in their own local market.
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