A Summary Of Coe's Expansion Into Canada

Before entering a new market a country analysis must be prepared in order to assess the likelihood of success or failure. Just like it is impossible to understand any sport without first learning its rules, country analysts must recognize the written and unwritten rules of conduct in order to evaluate national systems (country analysis pg. 5). In this case, Coe’s has prior experience in entering a new market abroad; which can be beneficial for further expansion. Coe’s expansion into Canada was successful but failed in Puerto Rico. Examining the success and defeat of these expansions can aid in the strategy development of expanding into Mexico.
According to Carlos Danel, Coe’s should move ahead and expand its operations but must do three things