學門類別
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Cambridge Products Inc. (A)
內容大綱
A small American cookware manufacturer must decide whether to try to penetrate the Japanese market. The risks were enormous because major commitments were needed and the sales potential in a new market was hard to pin down. (Two sequels to this case are available, Cambridge Products Inc. (B) and Cambridge Products Inc. (C).)
學習目標
This case involves the decision of a small U.S. manufacturer of aluminum cookware to enter the Japanese market. Beyond the go-no go decision, are decisions concerning the mode of entry, the speed of entry, the terms of contract and what modifications, if any, to make to its product to make it more saleable in Japan.