It has also expanded, somewhat, into selling direct to retailers in the United States. In this paper, I will address how The Foreign Candy Company can expand its business further through growth strategy, technology, and organizational change. Currently, the company's main focus is on schools. It markets its products as a fundraising opportunity to foreign language instructors and their students. The company also does some mass-merchandising to retailers with a very limited number of products.
Statistics show that there is a growing demand for candies in the United States.
These numbers show that there is definitely room for The Foreign Candy Company to grow its business. In order to reach more customers, the company needs to expand its marketing efforts. It has already had some success with this when it hired Paulsen Marketing to develop a product name and package for a new sour candy that it wanted to introduce. Successful businesses learn from their successes and failures. Therefore, the company should use this marketing approach again in order to stimulate interest in new or existing products.