Question 1: Las Botas should expand its business

If the company expands its business, it will receive more demands from both individual
customers and distributors such as wholesalers and retailers. In addition, company can increase
its sales and market share. The expansion of production can also help Las Botas diversify its
products, increase reputation, and locate facilities.
Because the company does have several representatives in Europe, USA, and Latin America such
as in France, Spain, USA, Venezuela, Costa Rica, and Dominican Republic, those existing
markets are less risk for Las Botas to penetrate in than the new market. The reason is that the
company already understands about customers' demands, has marketing strategy, and has a
distribution's chain in those markets.
The fashion segment is a good choice for Las Botas to invest in because it can receive more
benefits than in other segments. First of all, the potential customer in this segment is larger and
larger. Secondly, Las Botas will have less direct competitors in this segment than others. Fashion
segment also help company increase the profit.
Marketing plan(not complete yet, just ideas): Using 4 Ps (Products, Price, Promotion, Place)
for developing business in the fashion segment. Suggest how the company develop its
products(diversify/ design/), set up price (luxury industry => high price), promote (advertising
through internet,...). place (how to distribute its products => set own distribution network)