International Marketing 10th Edition by Michael Czinkota, Michael Brumbach, Ilkka Ronkainen

Exercise 12

Should La Casa de las Botas embrace expansion or should it maintain the status quo? If you think Jorge should expand his business (perhaps to better sell the company when he retires), which geographic markets and which customer segments should he focus on? That is, should La Casa de las Botas further penetrate existing markets or develop new markets, and in this case which ones? Should the company further develop the fashion segment or should it stick to its core business, the equestrian segment? Building upon your recommendations, establish an international marketing plan for the company.