Essay
You are the manager of a company that operates internationally providing agricultural equipment that has been manufactured and assembled in Canada.You have sold your products in the United States for many years and are now looking to enter other markets.
The Canadian dollar has been falling against the US dollar,but has held steady against other currencies.You have been asked by the CEO of your firm to prepare a marketing plan for entering EU countries.One of the key elements of your marketing plan is to price your product in Euros.What are the pros and cons of this currency strategy?
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