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If Xavier Candies were to go global what would they need to find out concerning marketing of their products?

What would be their best first international market (country or region) possibility and why? What management/financial considerations would need to be considered?

Xavier candies.docx

Case scenario:
Xavier Candies, Inc. has been manufacturing and selling hard candies for over 100 years in the
U.S. domestic market with employees whose families have worked for the Xaviers for
generations. The company is privately owned by the Xavier family that lives in St. Louis,
Missouri with all manufacturing and management operations located there. With competition
from global candy manufacturers that can produce and ship to their current domestic customers
at a lower cost, Xavier is experiencing a loss in sales. Recognizing the consequences of not
innovating their product line and adapting to and competing in the changing domestic and global
market place, Xavier has decided to look at other products that will make them unique to this
new challenge and keep their business growing.
XAVIER Candies—“A tradition”: The only addition to their product line in the last 100 years of
operations has been the addition of espresso flavor and adding dark chocolate to the praline
flavor. Otherwise, the Xavier family has always prided themselves on maintaining the same
quality products that their forefathers provided.
Xavier Candies current product line includes the following:
Hard Candies:
Root beer
Lollipops are also available in all the above flavors
Both dark and milk chocolates of the following:
Soft centers:
Solid chocolates:
Espresso flavor w/ or without nuts
Praline flavor w/or without nuts
Chocolate lollipops- both dark and chocolate

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Xavier Candies
If Xavier candies want to expand its business globally, first, they need to scan the
environmental factors of particular countries like social, political, geographical, demographic...

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