ABSTRACT
Acton Chemicals was the British subsidiary of a large international chemical group and manufactured basic chemicals. Competition in the industry was keen, because most industrialised countries were largely self-sufficient in Product A. Imports represented a major source of supply, and foreign firms had a share of the UK market that had varied between 15 and 25%. Traditionally, Acton Chemicals had regarded its export business as unimportant because of the relatively low profitability. Acton Chemicals’ main objectives were reviewed only a month before devaluation. Until a year before devaluation, Acton Chemicals had been content to obtain rather haphazard information about its export markets. In a market where demand was growing so quickly, the question is how far these customers would have increased their purchases even if Britain had not devalued. In other overseas markets, the export price decisions could not be put into effect.
