Sterling Marking Products Ing.

PROBLEM/ISSUE STATEMENT:

        We need to determine whether superlative possesses the advert success factors necessary to expand internationally into the UK. Our analysis get out evaluate the feasibility of sterling(prenominal)s international expansion via exporting, licensing and branching.

SITUATION ANALYSIS:

see to itet part (SWOT)

Strengths

-Significantly laster market demand than in Canada (162k-192k vs.



87K)

Weaknesses

-Barriers to entry include, heights number of competitors, high exchange rate, high initial with child(p) requirements, cultural differences among sales people (perhaps not as scrappy as in Canada, resulting in lower sales)

-Lack of current Sterling brand identity

-Development of bad reputation

-Lack of die and embosser sub-assembly integration

Opportunities

-Sterlings high quality Mark producer could dominate the current poor seal market

-Sterlings ready reckoner technology may be attractive to suppliers due to its cleverness and effectiveness

Threats

-High degree of loyalty between seal producers and formation agents could counteract Sterlings market penetration

-Potential duplication of Sterlings patented Mark Maker by UKs competitors

-Potential unexpected demand drop due to legal non-requirement of stamp seal

Sterlings Expansion (PROs/CONs)

PROs:

-Quick response rate to any orders due to Sterlings educate computer technology

-Unique/Innovative product

CONs:

-Inadequate initial cash flows due to neediness of brand awareness

-Premium pricing structure might prevent high market penetration due to cost slender customers

-Unclear direction, use and authority of Sterlings management might create confusion and leave objectives/targets that would not be aligned with companys goal/mission.

Proposed Billing Method

        If we fall to expand into the UK, charging a very high premium price will not be very beneficial for Sterling in a market that is extremely price sensitive and that might have no need for the Mark Maker in the future. Sterling must adapt a agonistic price and incentive structure, which will enable it to compete with Jordan, Bolson and Others and mightiness its sales team to generate...

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