Case | HBS Case Collection | June 2018

Forta Furniture: International Expansion

by John A. Quelch and Karthik Easwar

Abstract

The Forta Furniture case highlights the need to consider new market expansion to grow a firm. It demonstrates that simply doing what has always been done is not sustainable when other competitors enter the market with differentiated or potentially superior offerings. In addition, the case suggests there are many routes to global expansion; a firm could look to build a brand in these new markets or compete as a private label. Further, the case addresses the need to combine quantitative and qualitative analyses for making superior decisions. Additionally, this case touches on the need to understand differences in resources and customer preferences in different countries and how a company should consider these factors when defining its growth strategy in deciding whether, where, and how to expand internationally. This case can be used in an introductory marketing management course for undergraduates or MBA students that discusses new market expansion and/or global or multi-market marketing strategy. In addition, it could be used in an elective course on international marketing. The case could also be used as an example of sales forecasting when a firm launches in a new market.

Keywords: Market Entry and Exit; Global Range; Decision Making; Analysis; Cross-Cultural and Cross-Border Issues; Growth and Development Strategy; Brands and Branding; Expansion;

Language: English Format: Print 10 pages EducatorsPurchase

Citation:

Quelch, John A., and Karthik Easwar. "Forta Furniture: International Expansion." Harvard Business School Brief Case 918-547, June 2018.

About the Author

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John A. Quelch
Charles Edward Wilson Professor of Business Administration, Emeritus

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