Students Conduct Research for Pella in Mexico

During the Spring semester a group of six MBA students supervised by Professor Cathy Cole traveled to Mexico to conduct market research for Pella Corporation of Pella, Iowa. The group consisted of Eric Julstrom, Jacob Madden, Ariel Dragan, Mark Ahern, Chris Fultz, and Stephen Clark. The goal of the project was to supplement and update market research that had previously been done, as well as to uncover any emerging opportunities in the Mexican market.

Prior to the trip the class initiated its preparation by meeting with Pella management to flesh out the goals of the assignment, and to learn more about Pella Corporation. In addition, the students used secondary research to more fully understand the market and formulate their interview strategy.

The trip took place over the University of Iowa's normal Spring Break and included meetings in Monterrey, Nuevo Leon, and Mexico D.F. In each location the students were required to locate, contact, and set up a meeting outside of the visits scheduled with the aid of the U.S. Commercial Service. Students attended four to five meetings per day, and conducted store audits on days when they were not with the Commercial Service.

Apart from the application of classroom learning, the Field Studies course provided the students with knowledge about cross-cultural business interaction by highlighting the differences between the U.S. and other countries. For example, they learned that the pace of business in Mexico is slightly more casual, and personal relationships are more strongly emphasized. This contrasts with the U.S., where business is conducted at the speed of light, and sometimes the chance to make a buck is all the relationship that is required.

When the business is done, the cultural adventure began when participants dined on local fare such as cabrito (goat), huitlacoche (corn smut), and menudo (tripe soup). After dinner the class enjoyed free time to try salsa dancing, attend a Tigres futbol match, or wander the streets of colonial Monterrey.

Participant Mark Ahern had this to say about the project:

"This is the most practical experience you can have in school. The project involved research, interviews, and application of marketing concepts. Because not everything can be covered in the classroom, this class gives important lessons on how to do business in a foreign market. There were language barriers and business culture practices that had to be considered, and I learned that patience is a critical factor for international business."

The formal presentation of the students' finding will be given to the Pella management team on May 11 at Pella headquarters in Pella, Iowa.