Part Three: Mini Case: Marketing Equine-Related Products to International Markets The Horse Place is a retailer that sells horse tack (saddles, saddle pads, bridles, reins, etc.) and supplies (grooming products, vitamin supplements, leg wraps, etc.). The Horse Place does not have a storefront. Its promotional strategy relies upon the Internet, classified ads, and one-third page ads in publications such as Horse and Rider, Horse Illustrated, and Dressage Today. Until 2010, its products were exclusively sold in the U.S. domestic market. Its suppliers were primarily located there, but the retailer's owner, Mary Jones, had recently begun sourcing from suppliers in India. She considered their products to be excellent quality at about half the price she was paying domestic vendors. The interaction with her Indian vendors prompted Mary to consider selling her merchandise in foreign markets. She believed that these had excellent potential for the kinds of products carried by The Horse Place. A cursory analysis of secondary sources resulted in the conclusion that Argentina, Brazil, Mexico, France, the United Kingdom, Russia, and Germany represented the most promising opportunities. Mary decided that she would use the Internet, classified ads, and one-eighth page ads to promote her products overseas. But she intuitively felt that these options would not be enough. Although her experience with her Indian vendors would provide some insight, she realized that selling to international markets would require her to think creatively. Mary knew that she did not have the required funds to establish an overseas manufacturing facility. Even if she did, she was concerned about the risk involved. For the same reason, she was reluctant to open up a sales office. Eliminating these alternatives left her considering two strategies: licensing and exporting. Questions 1) What are the advantages and disadvantages of using licensing and exporting? 2) Will Mary need to use the services of a freight forwarder? If so, what specific services