Write 600–800 words that respond to the following questions with yourthoughts, ideas, and comments. This will be the foundation for futurediscussions by your classmates. Be substantive and clear, and useexamples to reinforce your ideas..

As the firm looks for ways tooffset the domestic downturn in sales, Deborah, the CEO of your company,wants to determine if a global strategy is a good fit for theorganization. She has designated you as the manager for this project.You will work with your team to develop a global marketing plan for yourorganization.

You begin your research in deciding if and what theglobal strategy should be. You get your team together and begin todiscuss a plan on how you will research this possibility.

Youstart the meeting by saying “Let’s brainstorm and start to get a plantogether for a possible globalization strategy. Tiffany, I’d like youwork with me to begin researching possible locations.”

Tiffanysays, “I think we need to research some locations, but I think there ismore to it than that. There still needs to be a decision on the type ofstrategy or approach we are taking. Would we use a multidomesticapproach, a global approach, or a transnational approach? I’m still notentirely convinced a global strategy is the answer.”

“Great point,Tiffany. It is obvious to me as well that we need to explore a strategythat will put us in a better position to handle the economic downturn.We have to provide the board with the facts. They seem to be leaning inthe direction of a global strategy, but I’m not sure it’s the right moveeither. That’s why we need to do research.”

Domestic profitmargins have dropped by 2% this quarter. You wonder how you and yourteam can help fix this. Is a global strategy the answer, or should thecompany continue to focus on the domestic market?

You call a team meeting to learn about the progress of their research.

Tiffany,one of your team members, begins the discussion. “I think we need tolook at some of the internal factors,” she says. “We know what ourcapabilities are on the domestic front, but what about in the globalmarket? We have a fairly strong market presence here in higher-endmarkets, but how does that translate globally?”

Discuss the following:

• How do you define a global strategy? Compare and contrast global strategy with other international expansion strategies.
• Identifya minimum of 3 possible countries for globalization. Research each ofthese locations in the furniture industry, and document both the prosand cons of using these in global strategy.
• What country would you choose? What evidence can you provide in support of your choice?
• What evidence might somebody else, who does not agree with you, provide to support an alternative choice?
• Recommend two or three areas to benchmark in preparation for the decision regarding global expansion.