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Access www.tsnn.com. Pick a trade show category (e.g. apparel, fitness, photography) and two trade shows from the category. Find the following information where available: type of show, location of show, show date, number of exhibitors, number of attendees, and actual exhibitors. Google the trade show if details on the show are unavailable. Assume you are a small manufacturer in that category. There are advantages to exhibiting at a trade show and advantages of being only an attendee. This will depend on the trade show, your budget, and what you hope to gain from the trade show experience.
Evaluate the feasibility of exhibiting at these two shows. If you could exhibit at one, which would it be, and why? What would you do before the show to prepare? What would you do during the show, and after the show to maximize the benefit to your firm?
Now, if you could attend one, and not exhibit, which would it be, and why? What would you do to prepare before the show? What would you do during the show, and after the show to maximize the benefit to the firm?

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Trade show category: IT/Software/Hardware/Internet
Trade Show 1:
Gartner Security & Risk Management Summit
Gaylord National Hotel & Convention Center
201 Waterfront St.
National Harbor, MD 20745
June 23, 2014 - June 26, 2014
Exhibitors: 160
Number of Attendees: No numbers provided yet but over 540 companies expected to attend.
Actual Exhibitors: BT, Cisco, Dell, IBM, Symantec, RSA, Verizon, Webroot, Websense, AT&T, Raytheon, Tripwire, Juniper
Type of Show: Research, insight, and perspectives regarding security and risk management within the IT sector.
Trade Show 2:
BbWorld 2014 - Blackboard World + DEVCON
Sands Expo & Convention Center
201 E Sands Ave.
Las Vegas, NV 89169
July 13, 2014 - July 17, 2014
Exhibitors: Over 900 institutions
Number of Attendees: No numbers provided yet.
Actual Exhibitors: Arizona State University, University of Alabama, Berkeley College, Johns Hopkins University, Wayne State University, Pepperdine University
Type of Show: Latest advances in technology with higher education decision-makers providing an opportunity to network with peers ...

Solution Summary

A discussion on how you would go about preparing for a trade show and all the logistics involved including feasability.

See Also This Related BrainMass Solution

Trade in International Business: Content Cow Dairy

Details: As a family firm, Content Cow Dairy and Mr. Swanson are worried about the firm's homespun and patriotic image. Mr. Swanson has seen the film clips of protestors at the World Bank and other international meetings calling for fair trade, not free trade and wants to avoid controversy. Explain to Mr. Swanson in a personal discussion the meaning of fair trade. Your 1250- to 1500-word report should include:

Discuss the difference between free and fair trade.
How does fair trade differ from free trade? Identify a product or products that are fairly traded.
Where and how are these products marketed?
Are milk and milk products generally considered fair traded goods?


Content Cow Dairy, Inc. began as a small, family-run dairy farm in Wisconsin in the 19th century, established by a Swedish immigrant, John Swanson. Over the years, the firm has acquired more land and now runs a herd of roughly 1,000 milk-producing cows. The firm is now incorporated for reasons of liability although the Swanson family retains control. The dairy has greatly expanded its production of milk and milk products to the point that Content Cow Dairy has sufficient cash flow to weather most fluctuations in dairy prices. The national Got Milk? campaign run by the industry helped keep consumption of milk products up in the U.S. for a number of years despite popular concerns about cholesterol and saturated fats and competition from other beverages. To maintain the company's growth and decrease its reliance on the mature American market, Karl Swanson, the President and CEO of Content Cow Dairy (and the great-grandson of its founder) is seeking new markets overseas for the company's products, particularly shelf-stable milk beverages and cheeses. Egypt is at the top of the list as a prime market and a focus of Content Cow's future plans.

Currently, no one in the firm has any experience with overseas markets or how to export products. Karl has the idea that countries without the natural endowments needed for raising dairy cattle (ample water and grazing land) might be good markets for dairy products. He is also aware that his family firm is competing for foreign markets with other U.S. firms and firms from leading dairy countries such as New Zealand and Denmark. For these reasons and on the advice of his state's department of commerce, Karl has decided to seek the assistance of a trade consulting firm, Alexander and Kravis (A&K).

A&K, Inc. is an international trade consulting service that has been in operation for the past 15 years. The principals in the firm include attorneys specializing in international trade law, economists, former members of the U.S. Foreign Service, former U.S. customs officials, logistics specialists, and customs brokers. The firm advises its clients on both importing to the U.S. and exporting from the U.S. to various foreign countries.

The firm is especially knowledgeable about business conditions in Latin America, the Middle East, and North Africa although it has access to consultants for other geographic areas. The firm is able to assist its clients in identifying potential markets for its products, developing relationships with foreign distributors, navigating U.S. export and foreign import laws, understanding foreign business practices and customs, and developing a long-term strategy for expansion of the client's business overseas. It provides specialists who can prepare the necessary export and import documents and arrange for transportation and shipping of the exports. Translation services are also available. A&K has a number of large corporations as clients but has identified a niche in serving small to midsize, family-owned firms.

As A&K's account manager for Content Cow Dairy, you are tasked with explaining various aspects of the international business environment and the export process to Mr. Swanson. You will be preparing a series of briefings, memos, and reports to help him understand.

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