Good Bar Candy Company (GBCC)
The Good Bar Candy Company (GBCC) is a U.S. based privately held company specializing in confectionery products, mainly chocolate candy products. The company, since its inception in the early 1900s, has limited its geographic footprint to the U.S. Its production facilities and sales are 100% confined to the U.S.
GBCC’s main competitor in the U.S. has had a presence outside the U.S. since just after World War II. GBCC’s main U.S. competitor has production facilities in the United Kingdom and continental Europe, and ample shelf space in grocery chains and retail stores in the aforementioned regions.
CGCC believes they need to expand internationally to grow. The company recognizes international expansion is a speculative risk – the company could experience a gain, a loss, or a no loss/no gain situation. The company also knows that the European palate is not particularly enamored with the taste of U.S. chocolate – so there are inherent risks based on taste buds.
The company is well financed and has the capital to expand internationally and being privately held, has the patience for upstarts to become profitable; however, the company would like its foray into international expansion to be an optimal situation. The optimal solution is defined as the least risk for the highest return on investment.
GBCC has hired your firm, an expert in Enterprise Risk Management (ERM), to advise them on their plans for international expansion.
What are GBCC’s options for expansion?
What are the risks (pure and speculative) associated with each option?
What option do you recommend and why?
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