Macy's Case Study

With the world population increasing at a high rate, American firms have numerous opportunities in conducting business abroad especially in the developing nations. Macy`s is one of the American firms that need to take advantage of this opportunity in expanding their business abroad. Macy`s has been growing its influence in the American market over time and has created a wide customer base, which puts it in a better position to conduct business abroad. In order to be successful in conducting its business abroad, it is important that the company researches on the trade policies, social structure, and the overall business environment in its prospective countries. Rwanda seems to be a perfect country where Macy`s can invest and become successful.
The company sales fashion products such as dresses, suits, shoes, among other accessories. The company is owned by Macy`s Inc. and operates more than 650 departmental stores across the United States macys.com, (2018). The company has also invested in Hawaii, Guam, and Puerto Rico. As of 2015, Macy`s was considered the largest departmental store across the US in terms of their sales. The company has been moving with the latest fashion trends, an aspect that has made the company to become successful and create a competitive advantage in the highly competitive fashion industry macys.com, (2018). Its recent development is the introduction of online shipping, which has made it possible for the company to ship customers` products to different parts of the world. Over the years, Macy`s has been successful across America and it is a high time the company seeks opportunities in other parts of the
Social structure consists of how certain things impact how things in a social environment will change. After the genocide in Rwanda, the damage caused by the war made everyone learn of the consequences of ethnic conflicts and the government has been successful in cleansing the ethical conflicts over the past two decades (Wells, 2014). The social structure in Rwanda is effective and people no longer have issues with their ethnicity since they vowed to work together after the genocide. Macy`s is better placed in operating in Rwanda since many households have abandoned the traditional ways of fashion (Yeaple, 2015). Since Macy`s aims at solving the fashion needs of households, investing in Rwanda is a perfect opportunity that would enable the company to become successful in the region. Additionally, the current rate at which economy is growing in Rwanda implies that there is an increase in middle income households, which Macy`s tends to focus on their products. The increase in the middle-income households in Rwanda shows that Rwanda is the best country where Macy`s can