Luca

Hi Maria! As the Marketing Manager for Gelato Pergola, no one is more excited than I am that we are getting together to discuss our expansion outside Italy. This is really exciting!

Maria

Yes it is$!$ So Luca, as I understand it$,$ when a company decides to expand into foreign markets, it has to address three issues: which markets to enter, the timing of expansion, and the scale of expansion.Luca

That's right, Maria. Those are all important questions to consider when expanding internationally. We can use a method called market screening to start assessing which countries offer the best opportunities for us$.$ Market screening is a modified version of environmental scanning in which the firm identifies desirable markets by eliminating the less desirable ones.Now, let's start with looking at some data we've collected on demand for gelato in some select foreign markets. I've compiled some information in the Materials tab for us$.$gelato in some select foreign markets. I've compiled some information in the Materials tab for us$.$

Maria

Jacqueline Benegas, using the information in the Materials tab, which country do you think would be a good choice for our first foreign venture? Make sure to check both tabs$.$

Materials on the right have been updated $$

Iceland

Price Tolerance for $237$ ml Carton Gelat$($USD$)$

New Zealand

Spain

Morocco