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You’ve recently been hired by Me Again, Inc., a successful online retail company that personalizes clothing and accessories with embroidery, screen printing, and laser engraving. The company is ready to expand their business into the global market, and they’ve hired you to oversee the needed renovation of their website to accommodate their growing online presence.

The website already has some online sales that generate from outside of the U.S., and uses a simple currency translator during the checkout process, but the content is in English and the pricing listed on the website is in U.S. dollars.

The company recognizes that the business model it’s been using, while successful in the United States, might not work so well in other countries. There’s been a lot of discussion on how to adapt product design, marketing techniques, and customer relationship management strategies to best fit within other countries’ cultural expectations and standards. Due to the company’s reliance on following fashion trends within each market, one of the company’s priorities during the expansion is to provide sufficient autonomy to staff for customizing product offerings within different cultural environments.

As the company expands into other countries and continents, the website will need to be optimized for a much wider variety of audiences and technologies. While the company recognizes they can’t tackle all available markets right away, they want to design the website renovations in such a way that will readily support adding more global markets in the future.


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