Italian. Company A. Up until recently, 20 percent of its revenue were derived the from sales to the USA. This percentage declined to 6 percent in the past two years. The company prefers to only maintain a foothold in North America while focusing on other markets due to the decline of the dollar and the fact that Italy does not belong to the US list of preferred countries. The company also failed to establish meaningful brand recognition in the USA even though the brand is very well recognized in the more lucrative markets of the Middle East.