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Queensland Barb-b-ques -- Confidential Information

You are international marketing manager for Queensland Barb-b-ques (QBBQ), an Australian manufacturer of outdoor cooking equipment. Founded in 1958, QBBQ began with a single product -- a cast iron barb-b-que plate that was sold to be used in brick barb-b-ques that were popular during that era. By the late 1970s, QBBQ had begun to expand its product line as the baby-boomer generation matured and began cooking meals outdoors in a different way and on a more regular basis. During this period, the company experienced rapid growth and diversified into related merchandise such as kettle barb-b-ques and portable barb-b-ques, among other products.

In the past 5 years, QBBQ’s growth has slowed. Two years ago, the company re-evaluated its product lines and sold some of the businesses it had acquired over the years, businesses that were not part of the company’s core product line. This included its outdoor weather protection division (portable awnings to protect from wind and sun). The company was on fairly good financial footing until this past year, when sales dipped.

Still, QBBQ executives are optimistic about the company’s future. With the opening of new global markets through international trade agreements, there are more opportunities than once existed, including the opportunity for expanding markets in North America and Europe. At this point, however, most QBBQ sales are still concentrated in Australia.

One of the products that the company believes has special promise is a self-service electric barb-b-que for public parks. This is a ceramic and metal barb-b-que that has a push-button starter that provides up to 30 minutes of cooking time. The unit has a self-cleaning mechanism. It saves people from carrying their own portable barb-b-ques or using the old-fashioned wood-fired barb-b-ques. It is faster than the

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