Memo of Transmittal

Dr. Payal Mehra

Written Exceutive Communication
Professor, IIM Lucknow
Respected Madam,
I am pleased to present the report on the case Leccotech: The whole product concept in export
marketing to you.
The report highlights the concept of the new product which is developed by LECCO Technology and
further elaborates on various strategies which they can look into for developing their markets
domestically and internationally. The report further classifies the strategies into long term and short
term strategy and uses various marketing models to highlight the key differences.
Please find the detailed description and exhibits attached along with this report for more elaboration.
We look forward for your kind feedback on this report so that we can work on them in our future
endeavors.













Audience Analysis:
We used Ansoff analysis for understanding about company strategies over both short term and long
term. Ansoff matrix consists of 4 ways of increasing Product-Market share which are explained in very
short detail below:
Market Penetration Increasing market share by using the existing product in existing markets.
Market Development Geographically expanding to new areas by using the exisiting products
of the company.
Product Development Company develops new product and uses it to launch in there existing
markets.
Diversification - the firm grows by diversifying into new businesses by developing new products
for new markets.
In our case