Abstract
The President of Adventus Inc, a computer-based music education software developer and publisher, is examining his options for growing the company and planning its marketing strategy. He needs to decide where to focus that growth. Options include choosing to penetrate the US mass market, undertaking further product development of the Internet-based part of the product portfolio, or take the software products Adventus has already developed and expanding internationally. The premium product in the product line has already been translated into French, German and Japanese. Approximately one half of the case is international market data and a spreadsheet of this data is part of the learning materials provided to the students. The case ends with discussion questions to focus student preparation. The primary teaching objective is to examine how small companies may make international market selection decisions, particularly when resources are very tight. The primary application for this case is to explore issues in market selection decision-making, and therefore the case is suitable for use in an export or international marketing course. The case is not suitable for written examination. It can be used at either senior undergraduate or graduate levels. The teaching note supplement contains student and instructor spreadsheets, and 6 minutes of product demonstration mpg files.
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Abstract
The President of Adventus Inc, a computer-based music education software developer and publisher, is examining his options for growing the company and planning its marketing strategy. He needs to decide where to focus that growth. Options include choosing to penetrate the US mass market, undertaking further product development of the Internet-based part of the product portfolio, or take the software products Adventus has already developed and expanding internationally. The premium product in the product line has already been translated into French, German and Japanese. Approximately one half of the case is international market data and a spreadsheet of this data is part of the learning materials provided to the students. The case ends with discussion questions to focus student preparation. The primary teaching objective is to examine how small companies may make international market selection decisions, particularly when resources are very tight. The primary application for this case is to explore issues in market selection decision-making, and therefore the case is suitable for use in an export or international marketing course. The case is not suitable for written examination. It can be used at either senior undergraduate or graduate levels. The teaching note supplement contains student and instructor spreadsheets, and 6 minutes of product demonstration mpg files.