QUESTIONS FOR DISCUSSION 1. Should La Casa de las Botas embrace expan- 2. How can the demand for custom-made boots be sion or should it maintain the status quo? If estimateo in an underserved foreign market? you think Jorge should expand his business 3. How should La Casa de las Botas address online (perhaps to better sell the company when he ordering and customer payment methods for retires), which geographic markets and which both individual customers and distributors? customer segments should he focus on? That is, 4. Do ythink Jorge should modify his views about should La Casa de las Botas further penetrate promotion at fairs and exhibitions and establish existing markets or develop new markets, and a direct presence or is he right to give priority to in this case which ones? Should the company his distributors' interests? List the possible advan- further develop the fashion segment or should tages and disadvantages of his policy in this regard it stick to its core business, the equestrian seg- on the short and the long term. For instance, how ment? Building upon your recommendations, would La Casa de las Botas benefit from further establish an international marketing plan for the participating in the government's efforts to pro- company. mote the "Industria Argentina" label abroad