Evaluate Canadian Mills, Ltd.’s present strategy. What should Valerie Boudreau do now? Explain. Valerie Boudreau, marketing manager of Canadian Mills, Ltd.—a Canadian company—is being urged to approve the creation of a separate marketing plan for Quebec. This would be a major policy change because Canadian Mills’ international parent is trying to move toward a global strategy for the whole firm, and Boudreau has been supporting Canada-wide planning.

Boudreau has been the marketing manager of Canadian Mills, Ltd. for the last four years—since she arrived from international headquarters in Minneapolis. Canadian Mills, Ltd., headquartered in Toronto, is a subsidiary of a large U.S.-based consumer packaged food company with worldwide sales of more than $2.8 billion in 2007. Its Canadian sales are more than $450 million, with the Quebec and Ontario markets accounting for 69 percent of the company’s Canadian sales.