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Country Manager Simulation Paper

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Introduction
The Country Manager simulation provided the participants with the chance to take the role of a marketing manager tasked with expanding an existing, successful product line into a new foreign market or markets. According to Feick, Roth, James, and Deighan (2016), toothpaste sales worldwide amounted to approximately $20 billion and sales in the United States was only $3.4 billion (p. 15). Expanding into foreign markets was a logical step for a company to gain its share of the potential $16.6 billion in additional sales. The data provided is not unlike data that would be available from internal and external reports. Given this data, the marketing manager should be able to ascertain if it would be profitable to expand an existing product

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