Introduction: The “bear messenger”

Teddy bears have always been a symbol of love and a favorite gift among lovers. Since the last decade, thanks to the cocooning trend and the fold on the family, people are in search of what is soft and comfortable. For that reason, the cuddly bear left the world of the children to invade the one of the teenagers and the young adults.
The Anglo-Saxon countries were the first ones to create mini-teddy bears, often transformed into key rings and carriers of messages: "Do not forget me ", "Kisses", " I like New York " until the famous " I love you " of the St Valentine's Day. This is an original way to deliver an affectionate message in a world where postcard becomes rare. The soft teddy bear is completely worth an abbreviated SMS left on a mobile phone!

Vermont Teddy Bear is a direct marketer: this American company sells and delivers gifts by mail order and Internet. Their principal product line is the Teddy Bear, “the bear-gram”, a Vermont Teddy Bear customized for a special occasion, coming with a greeting card or option other gifts. They are also present on other segments thanks to their diversified offer: delivery gifts other than Teddy Bears with the SendAMERICA product line, pajamas and loungewear with the Pajamagram products, retail locations and family tours of the teddy bear factory and store and finally the wholesale/corporate segment for the expansion of the business and the markets.
Vermont Teddy Bear is selling bears today only in the USA, where the success is obvious. So should the firm go abroad ?

I) Definition of the industry and activities

Before analyzing the ability of Vermont Teddy Bear to go abroad, it is necessary to know the industry it belongs. It is essential to define what is its main activity to understand what challenges it will face when it will try to go abroad.

To our opinion, the company is working in the gift delivery industry. Indeed, contrary to a lot of other companies in the