Identify the strengths, weaknesses and sources of competitive advantage of Genicon

Your case submission is due before class on July 8th, 2020. Please read the case carefully and in your case write-up please include the following: Identify the strengths, weaknesses and sources of competitive advantage of Genicon. What are the push and pull factors driving Genicon to consider International expansion? Create a list of pro’s and con’s of each market that is presented in the case. Develop a decision matrix that assesses each potential geography on the key decision criteria for international expansion. Once you have identified which geographies Genicon should expand to, what are the key risks associated with expanding to these markets and how can they be mitigated?

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