FIRST PARTIAL

FUNDACION UNIVERSIDAD INTERNATION

DEL AREA ANDINA AL
MANAGEMENT

PROFESSOR: FERNANDO E. GUERRERO M March 2011

Sugar Corporation Inc.

Cases of Universities “A”

After a quarter-century dominate the market of candy in his country, Sugar Corporation Inc., began
to face strong competition from abroad and decided to hire a person responsible for international
management activities to neutralize its permanent decrease in market share in the local market and
makes the decision to create a new offer of value to increase its participation and you must choose
the best alternative among 3 countries to conquer the market. You receive the following
information:

REFERENCES COUNTRY “A” COUNTRY “B” COUNTRY “C”

TARGET GROUP
POPULATION 1´250. 1’400. 1’200.
TOTAL SALES FOR THE
CATEGORY 19’800. Kg. 22’500. Kg. 15’500. Kg.

LEADER MARKET SHARE 25% 35% 40%

ANNUAL AVERAGE
CONSUMPTION RATE 20.0 kg x person 19.8 kg x person 20.5 kg x person
POTENTIAL MARKET IN
UNITS

MARKET SIZE IN UNITS

MARKET SHARE IN UNITS

QUESTIONS:

1. Calculate all the market dimensions for each of the countries and enter the requested
figures in the space provided.

2. Analyzing the figures for each country, choose the best alternative for an international
business, given the country the greatest potential for development. That is, showing a
greater number of units on the market that still does not use this product category today.

3. Once you have selected the country, explain and support your answer by mentioning
figures and analysis of information.
 FIRST PARTIAL
FUNDACION UNIVERSIDAD INTERNATION
DEL AREA ANDINA AL
MANAGEMENT

PROFESSOR: FERNANDO E. GUERRERO M March 2011

SoapCorporation Inc.

Cases of Universities “B”

After a quarter-century dominate the market for soaps of toiletries in his country, Soap Corporation
Inc., began to face strong competition from abroad and decided to hire a person responsible for
international management activities to neutralize its permanent decrease in market share in the
local market and take the decision to create a new offer of value to increase its participation and
you must choose the best alternative among 3 countries to conquer the market. You receive the
following information:

REFERENCES COUNTRY “A” COUNTRY “B” COUNTRY “C”

TARGET GROUP
POPULATION 2´250. 2’400. 2’200.
TOTAL SALES FOR THE
CATEGORY 36’800. Kg. 47’500. Kg. 35’500. Kg.

LEADER MARKET SHARE 25% 35% 40%

ANNUAL AVERAGE
CONSUMPTION RATE 20.0 kg x person 19.8 kg x person 20.5 kg x person
POTENTIAL MARKET IN
UNITS

MARKET SIZE IN UNITS

MARKET SHARE IN UNITS

QUESTIONS:

1. Calculate all the market size for each of the countries and enter the requested figures in
the space provided.

2. Analyzing the figures for each country, choose the best alternative for an international
business, taking into account the country showing larger market size.

3. Once you have selected the country, explain and support your answer by mentioning
figures and analysis of information.