Geography
The company I am working for produces sneakers. The company nowproduces exclusively sneakers for the population, as opposed to a few yearsago, when our market was half population and half sports. Thepersonalization of the sport sneakers in time have made us realize that wecannot really compete with the giants if the industry, so that we havediscovered a profitable niche in designing and producing sneakers for theelderly population. These sneakers generally have in mind two types ofpotential customers. The first one is represented by what we called"sporty" older people and, in many ways, the sneakers are still the samewith the usual sneakers. The second types of sneakers that we design aremedical and orthopedic sneakers that almost anyone can use, but arespecially made for older people. As such, the business has been quiteprofitable and we have decided to expand overseas. Now, in many ways, Europe is the best continent to first expandoverseas. I am taking into consideration here the fact that many of theregulations are similar to the American ones, the management system, aswell as the general rules under which business is conducted, have manythings in common with the American ma
6 % of the total population and to this we should also add apotential percentage from the 15-64 years age category. Several specialists include both the British and the Americans inwhat is called the Anglo-Saxon Group, sharing many common ways ofconducting business. If we compare it to the Latin American culture,which is much more difficult for an American to understand, we will realizethat it will be much easier to adapt to the British environment. TheBritish culture is in many ways similar to the American culture and mucheasier to understand. In my opinion, the expansion process should start with one or twoproduction capacities that would be able to cover the whole British market. I will detail some of thereasons below. Thus, we mayestimate a potential target market of 15-18 million customers, which isquite high. The second thing worth mentioning is culture. From this number, the population of 65 years and overrepresents 15. There are way morethings to be taken into consideration when expanding to Central or SouthAmerica. Let us onlyconsider the political stage, the strength of the local Mafia, as well asthe fact that the potential target market is still quite low, because, evenin the case of a high population, the purchasing power remains one of thelowest in all European countries), in my opinion, Europe is the best placeto start expanding overseas. Language is one of themost important: we would be able to conduct business in our nativelanguage. If we consider (as above) the possible aspect of expanding intoLatin America, for example, then it is clear why we would want to save onlanguage courses. Following some economical motivations for expanding the business inthe United Kingdom, we should mention the fact that the British economy isone of the most stable ones in the world.
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Acceptance Essays
