Tina Stead is pondering a major decision for her UK-based company, Fashionista Mode. Twelve months ago, Tina received an unsoli cited enquiry from a customer in France. From what was essentially a tentative enquiry regarding simply the possibility of supplying some of the company’s products to this customer, this export customer now accounts for some 12 per cent of the company’s total sales. Quite simply, this largely passive exporting activity has become very important to Tina’s company.

On the basis of this success Tina has to decide whether or not to become more actively involved in other export markets.

However, apart from the French market, the company has little or no experience of inter -

national marketing and markets. Partly due to feedback from her large French customer, Tina is sure that there is more potential for the firm to develop its international operations.

She is therefore actively researching other markets in Europe both within and outside European Union countries.

At this stage, she wants to assess which markets to target for future international expansion. She also has to decide the degree of commitment she is prepared to make on behalf of the company to international marketing. She is also aware that once she commits beyond the passive exporting stage she will have to con -

sider appropriate methods of market entry for the countries she selects as the next target markets. Finally, she will have to consider the marketing mix strategies to be used, and in particular the degree of standardization with regard to the marketing mix.

With little experience in these areas, Tina has sought the advice of an external con sult ant in international marketing. She is awaiting an initial outline report from the consultant sum -

marising the main considera tions in making the decisions she is currently pondering.

CASE STUDY QUESTION Prepare the summary report for Tina.