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... Windmere tried to expand their sales by upgrading mature product, creating different brands for each product line, establishing independent distributors and developing innovative products. According to Johnson and Scholes (2002) the success of international company depends on the ability simultaneously to achieve global competences, local responsiveness and organisation wide innovation and learning. The key elements of Windmere's international strategy are: * Compete as a low cost producer due to the low cost of labour. * Establish joint ventures to gain market share and to reduce financial risk. * Diversify its production lines. * Differentiate their product by creating specific brand names and identities for each product line and product respectively. * Reduce the amount of products manufactured in order to lower their cost of production and in turn break-even. * Develop new products. * Upgrade the mature products. * Overcome government barriers to trade that would prevent competition such as tariffs and anti-dumping are issues that ...