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East to West: China’s Lesso Group Entering the US Retail Market

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The case contains a discussion on Lesso Group, a leading construction material and home decor manufacturer in China, and its market entrance strategy to establish footprint in the retail space in the United States.

Learning Objective:

  1. Explore the various possibilities/entry methods to rollout the new business in foreign country

  2. Understand how to acquire capabilities and build brand from scratch in developed market

  3. Discuss the key considerations and challenges when entering a new country and market

Year of Publication: 2019
Ref. No.: 19/624C
Discipline: Strategy & General Management
Industry: Consumer Goods, Materials, Retail & Wholesale
Country: China (People's Rep. of)
Company: China Lesso Group
Languages: English
Pages of Text: 5