Page 6 - Fisherman's Friend Teaching Note

A firm can expand the size of its potential market by
selling into foreign countries. This can be a particularly

attractive strategy for firms whose domestic markets are
small or have limited growth potential.

LOF is one of those increasingly rare examples of a British

company that doesn't just make things but exports with

97 of every 100 going abroad. Made of a tongue-numbing

blend of liquorice, menthol and eucalyptus oil it has been

unbunging blocked up noses and throats for nearly 150

years. However, at seven times the strength of the

average menthol chew, Fisherman’s Friend is not to every

taste.

Production, in terms of capacity really took off in the

period after 1980 moving from domestic to international.