Global Expansion of Footwear Industry

Paper : Global expansion
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Paper: global expansion
The footwear industry is unique and requires continuous research and development to succeed. Being the market leader in footwear in the entire US, with a market share of 61% this proves that we have a competitive advantage. Our success in the recent years is visible by the record of our previous last year, which is about $ 16.7 billion and a net profit of $ 6.2 billion. I have worked with this company for more than 10 years I have seen significant growth from a small company to being a market leader. All this has been possible with the support of the management that has seen the potential in me as I have served in the various positions. I voice my gratitude as they recognize my efforts.
Based on my recent promotion, I have done extensive research on the global operation and proved that we have room for expansion since there is the untapped market that needs to be explored. There is still a large demand for athletics footwear as several people are involved in sports, but some countries are more involved in sports more than others are. My analysis is based on how to identify an ideal country to set up a shop, especially in famous countries like Kenya known to produce the best athletes worldwide (Natasha, 2015).
Cultural implications.
Culture is one of the consideration a company needs to analyze, these includes people behavior, values, symbolism, beliefs that are acceptable. Like other countries, Kenya has a unique culture (Natasha, 2015). Kenya prides itself as the only country with famous long-distance runners and one wonders what is the motivation behind several successes recorded by Kenyan athletes in the international arena (Natasha, 2015).
Historically, Kenyan is known to maintain their tradition and follow a particular belief to the letter. Kenyans believe that they can overcome any obstacle; winning is about uplifting the name of their country, but not an individual benefit (Natasha, 2015). That is why Kenya is a center of attraction for several entities dealing with sports. Several marathon academies are recruiting athletes from Kenya. I foresee a situation in the future where this trend will not stop. If we are to set up shop in Kenya we will explore the untapped markets in Africa .There will always be a demand for sportswear in Africa especially Kenya.
Notably Kenyan operates the business based on mutual trust; therefore, verbal agreement is the norm, unlike the US culture where everything has to be written down on paper. This can be one of the advantages for our company because some dealings cannot be completed at once, hence having a verba...