I looked at the market situation of New Zealand company overseas in Japan. Cookie Time Limited is an entrepreneurial, innovation-led food company headquartered in Christchurch, New Zealand. Their business includes franchised distribution and retail, licensing and manufacturing operations. They have recently opened a store in Japan which has met with great success. At the current price there is a shortage or excess demand of cookies. This means that the quantity demanded or the willingness and ability of consumers to purchase cookies at any given price is larger than the quantity supplied or the willingness and ability of suppliers to supply at any given price. Therefore consumers will bid up the price increasing the willingness of suppliers to supply cookies at that price for as the law of supply states as price increases the quantity supplied will increase vice versa ceteris parebus. The increase in price will also have an effect on the demand curve for as the price increases the quantity demanded will decrease as they (the consumers) are less willing to purchase cookies at the higher price. As a result of the increase of quantity cookie time may think about opening more stores in the Japanese market. This is shown in the article for because demand is so high for cookies that cookie time is thinking of opening two more Japanese stores in the next 12 months, and CTIL (cookie time international limited) is also talking with potential partners in Thailand and Malaysia.