The makers of Afrikan Tähti (African Star), a board game in Finland and Sweden, are considering a market expansion, especially to the United States. In the game, players search for the African Star by traveling by sea, air, and road across Africa, the winner being the first player to find the star and return to Tangiers or Cairo. It is said that every Finnish household has at least one copy of the game. The manufacturers of the game are wondering if it will find similar popularity in the states.
Afrikan Tahti: Coming to America?
by: John Branch
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After reading and discussing the material, students should:
- Identify targets for expansion.
- Assess the feasibility of entering new markets.
- Examine whether a market expansion would be successful.