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Play It Safe at Home, or Take a Risk Abroad

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Submitted By mopsikas
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Play It Safe at Home, or Take a Risk Abroad

Coe’s investors are expecting the business to keep growing but the executive team doesn’t know where to expand – Mexico, Europe or US. A venture in Puerto Rico a few years before had failed miserably and it’s making the executive team very cautious. Even though Stan has the voice of the consumer urging him to open stores in Mexico, they need to think it through and decide very carefully, not to repeat the mistake made in Puerto Rico.

I think the company should move to expand into Mexico, but do so cautiously due to their lack of exposure of running business in a cross-cultural environment. Mexico is a completely new market that could very well diversify the risk of the company and give the company the advantage of being the first of its kind in Mexico. Stan knows the business very well but should first probably test the concept in some border cities. Talking to furniture stores and consumer lenders would also broaden his perspective, but more important is to listen to consumers directly, perhaps using questionnaires. This process would provide Stan with the feedback he is looking for to set up a pilot in a border town. They should place Coes next to Walmarts, as they did in the States because they target same customers. The risks would be lower than Puerto Rico, which is quite different to Mexico and geographically isolated, meaning that the Mexican pilot could be managed much closer, and more cost-effectively. I also think that instead of treating Puerto Rico as a bad example, the experience (unknown regulations, unsuited management etc) should be learned from and steps taken

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