Happy Pet Internationalization (Scenario)
Based in California, the Happy Pet Corporation has 45 pet supply stores across the United States. Given the firm's success in the U.S. market, Happy Pet managers are considering internationalizing their operations to the EU. The market research conducted by the company identified several established pet product manufacturing companies. Beth Schultz, the founder and CEO of Happy Pet, has expressed concerns about expanding the firm's operations into the EU. She believes internationalizing in the EU is not profitable because of the presence of these established competitors. However, Edward O'Neal, the COO of Happy Pet, believes the corporation is ready for the next step. Happy Pet executives and managers have gathered to discuss their organization's readiness to internationalize.
Which of the following should most likely be considered in determining whether Happy Pet is ready to internationalize?
◦ What is the market demand for Happy Pet's products in selected target markets?
◦ What demands will internationalization make on Happy Pet's financial resources?
◦ How will Happy Pet managers determine which foreign market is appropriate?
◦ Should Happy Pet relocate its corporate headquarters after internationalizing?
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