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Ach Challenge 1 – Entering International Trade

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1. Introduction
This case study analysis is based on the case “ACH Challenge 1 – Entering International Trade”. American Colonial Heritage Inc. (hereinafter named “ACH”) is a US American producer of furniture that presently only sells its products in the USA and Canadian markets and does marginal exports to the UK. However, these exports have not proved to be successful so far. The company is fictional and the strategic decision to be taken during the case study analysis is dated back in 2006. Thus, no developments after this year are the basis of this analysis. Furthermore, the case is examined from the point of view of Ms Alexandra Jones who is a member of the International Expansion Team at ACH.

2. Problem Statement
ACH is in the …show more content…

Economically the countries condition can be analyzed with Gross Domestic Product (GDP) related figures that represent the economic strength of the individual economies. Referring to the absolute GDP (ppp) values, Switzerland has got the largest economic output of US$ 252.9bln in 2006. Portugal and Denmark generated US$ 203.1bln and US$ 198.5 respectively. However, if the GDP is evaluated on a per capita bases, Denmark has got the strongest economy (US$ 35660) followed by Switzerland (US$ 33600) and Portugal (US$ 22100). The same order holds for the GDP growth rates in 2006 (see fig. 3)
The social circumstances in the countries are mainly impacted by unemployment rates and general standards of living. Unemployment rates in 2006 (see fig. 4) are well below EU average in Switzerland (3.9%). This figure is higher in Portugal (7.8%) and Denmark (4%). Moreover, living standards in Denmark (government welfare measures) and Switzerland are reported to be comparatively high. Figure 4: Unemployment (in % of workforce)

Although the technical state of the countries is not of highest importance as ACH is not planning to produce in the selected country, is may indirectly indicate the general standard of living in the country. Switzerland traditionally shows large investments in R&D activity, Denmark has shown major improvement in automation and production and Portugal already has state-of-the-are machinery in place. Thus, no major differences in the

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