A.L.Labs case analysis from the book international marketing by Terpstra

How has this affected its choice of strategy in international marketing? <Tab/>Since A.L. Labs was able to increase the proportion of their business in the US to the extent that US sales are greater than the foreign sales of the parent company, and in which most sales are from pharmaceuticals, human nutrition, and animal health respectively they decided to diversify away from animal feed to pharmaceuticals especially the generic …

…important on the over 65 (geriatric) market and in the pediatric markets (children under 6). The senior citizen group also prefers liquid pharmaceuticals and it is a growing segment. Another advantage of this is that Barre labs will increase the presence of A.L. Labs in the US markets and thus reduce the predominance of foreign sales, and thus the volatility resulting from rapidly changing exchange rates of European currencies vis-à-vis the dollar.