Case study «Play it safe at home, or take a risk abroad»

877 WordsNov 2, 20144 Pages
Case study «Play it safe at home, or take a risk abroad» Coe’s is a big lease-to-own chain in U.S., which has been established by Terry Windham from 1950’s from investing $600 in 32 chairs to rent out to auction. Starting from this the business expanded to party equipment and sickroom gear and later on in 1970’s it is oriented on furniture and the household goods. Stan Windham, a CEO of Coe’s chain and the son of Terry, has opened the 1,000’s store in South Tucson. Not looking for a market saturation, such as Mr. Rental and Walmart, the company doing great as it is differ from them. Unlike its competitors, Coe’s is accented on ownership offering a monthly payment schedule and a shorter contract period, as well as free delivery of…show more content…
Also Coe’s have Spanish-language commercial, which appeals very popular in U.S., which means it could be also a part of success. In the end, as I think, Coe’s can adopt the ownership strategy in Mexico as in U.S. and to have their chain store near Walmart as well. Stan’s business development team has done some marker research and has data about several cities at the border such as Matamoros and Monterrey. That places are good for the venture and even lead on potential partnership. To play safe they just need to make a survey about family income and cultural features to make purchases. To summarize the whole my idea is that I think that Coe's should try to expand to Mexico, but starting their business with a choice to test how it will do in 2-3 border cities and look for a good personnel to control the business. But as I think to make that business mode work in Mexico it needs to be adapted to it, especially what concerns managing credits and choosing prospective customers, as in reality there are many cultural differences. But that can create a lot of new opportunities for Coe’s own-to-rent
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