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Submitted by:

Md. Asif Iqbal Prottasha

ID: UG01-46-17-001
Department of business studies
State University of Bangladesh
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Question 1

Assignment
International Business-305

1. A shoe manufacturer company has opened a subsidiary in Srilanka and has been in
the market for 5 years. It now wants to know the differences between its current
sales performances versus its expected sales performances. What kind of analysis do
you recommend the company to do and why?

Answer: This shoe manufacturer company wants to know the differences between its
current sales performances versus its expected sales performances. Company should use
Gap analysis
To know current sales performances and its expected sales performances.
A gap analysis is a tool that can be help to businesses identify. Where they are not living
up to their potential, and use that information to plan ways for improvement. Gap
analysis can help find out current sales performances and expected sales performances.
As this company wanted to find out their sales performances.

By comparing the current sales with the target sales, companies, business units can
determine what they need to work on to make their performance or results better and get
on the right path quicker. Companies can also use the gap analysis process to increase
individual or team performance, and look at attributes such as task competency,
performance level, and productivity. Other names for the process include need gap
analysis.
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The difference between total market potential and a company`s sales is due to gap
analysis
 Usage---less product sold by all competitors than potential.
 Product line--- company lacks some product variations.
 Distribution---company misses geographic or intensity coverage.
 Competitive---competitor`s sales not explained by product line and distribution
gaps.

To construct such a bar, shoe company first needs to estimate the potential demand for all
competitors in the country for a relevant period, say for the next year or the next five
years. Figure 16.4 gives the height of the bar. Second, shoe company needs to estimate
current sales by all competitors, Which is point A. The space between point A and the top
of the bar is usage gap, meaning that this is the growth potential for all competitors in the
market for the relevant period. Third, shoe company needs to plot its own current sales of
the product, point B.
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Figure 16.4 Gap Analysis

Usage gap

Competitive gap

Product line gap

Potential sales for
Sales lost to all competitors

Competitors
Actual sales for all
companies Distribution gap

B
Company`s current
sales
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How can Shoe Company find the gap in an established market?

1. Start with your strengths

Your strengths are based on your competence, or knowledge, skills, and experience. It is
something that you like to do, and when you are doing it, the outputs are good comparing with
other people. Prepare yourself taking the following steps:

 Create a list of your most important strengths.

 Describe all the strengths you have listed in the previous step.
 List the things you can do depending on those strengths.
 Relate your strengths and the things you can do with possible problems. Problems that
you can solve for other people.

2. Find a niche in the existing market where are unsolved problems

You need to find a niche in an existing market where unsolved problems are related to your own
strengths. You need to start with the market on which you want to focus your research to find the
specific niche.

The best markets that are worth your focus will need to have:

• High demand for the solution of the problems.

• Many existing products and services solving such problems.

• Lots of easy to find customers.

• The competition that you can easily beat.

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When you choose the existing market where you want to find the gap, you will need to take
following action steps:

• Look again at your strengths and interests. Try to find a relation with the market and the
problems that companies solve on that market.

• Make a list of the specific problems that aren’t currently solved and you can solve them.

• Make a list of the specific Improvements of current problem-solving processes.

Question 2

2. You are the Marketing Manager for KIARA, a cosmetic company. The company
has decided to expand its operations overseas. The Managing Director of the
company has asked you to prepare a marketing plan for the expansion of its
company in the overseas. Considering the type of business, explain with the help of
4P’s of Marketing and what would be your strategy and why?

Answer: I am the marketing manager for KIARA, a cosmetic company. The company has
decided to expand its operations overseas. The managing director of the company has asked me
to prepare a marketing plan for the expansion of its company in the overseas.

I am going to do marketing plan for the expansion of company in the overseas.

I think 4p`s and push pull strategy should be helpful for my marketing plan.

The 4P`s Marketing Plan for KIARA:

The 4 Ps are used by companies to identify some key factors for their business, including what
consumers want from them, how their product or service meets or fails to meet those needs, how
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their product or service is perceived in the world, how they stand out from their competitors, and
how they interact with their customers.

In 1960, McCarthy co-wrote the book "Basic Marketing: A Managerial Approach," further
popularizing the idea of the 4 Ps.(source from internet)

Now lets me discuss the four fundamental elements of the marketing mix which are the Product,
Pricing, Promotion and Place to help my company marketing planning.

1.

Product

A product is the heart of the marketing mix. All marketing activities begin with the
product. The product is not a physical entity alone; it captures the whole tangible and
intangible aspects like services, personality, organization, and ideas. Without a producrt,
we have nothing to price, promote or place.
a product should fulfill an existing consumer demand. Or a product may be so compelling
that consumers believe we need to have it and it creates a new demand. To be successful,
marketers need to understand the life cycle of a product,
and business executives need to have a plan for dealing
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with products at every stage of our life cycle. The type of product also partially dictates
how much businesses can charge for it, where we should place it, and how they should
promote it in the marketplace.

We need to focus on : Brand, Services and Packaging for our customer.

Basic question for our products

 What dose the customer want from the product?

 How and where will the customer use it?
 What does it look like? How will customer experience it?
 What size,color should it be ?

2. Price
Price is the cost consumers pay for a product. Marketers must link the price to the
product's real and perceived value, but we also must consider supply costs, seasonal
discounts, and competitors' prices. In some cases, business executives may raise the price
to give the product the appearance of being a luxury. Alternatively, we may lower the
price so more consumers can try the product. We have to focus on Discounting , Offer
price and Credit policy to customer satisfaction.

Marketers also need to determine when and if

discounting is appropriate. A discount can
sometimes draw in more customers, but it can
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also give the impression that the product is less exclusive or less of a luxury compared to
when it is was priced higher.

3. Place
Placement clarifies where a product will be sold.
The margin of our profit depends on how quickly we can turn over the goods. The more
swiftly the products reach the point of sale, the more likely are the chances of satisfying
the customers and increase brand loyalty. Hence the Place factor is crucial in ensuring
KIARA product’s competitiveness in the market.

KIARA should be following are the elements of distribution mix:

 Channels of distribution
 Warehousing decision
 Product handling
 Transport
 Inventory control
 Order processing
 Coverage

This elements help us to increase brand loyalty. Customer will never go back without
KIARA products 
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4. Promotion
Promotion includes advertising, public relations, and promotional strategy. The goal of
promoting a product is to reveal to consumers why they need it and why they should pay
a certain price for it.

Marketers tend to tie promotion and placement

elements together so they can reach their core
audiences. For example, In the digital age, the
"place" and "promotion" factors are as much
online as they are offline. Specifically, where a
product appears on a company's web page or
social media, as well as which types of search
functions target corresponding, targeted ads for
the product.
Some question for KIARA Product Promotion if we have to do solution on those
questions, I think we are going to right step for KIARA Promotion.
 Where and when can you get your marketing messages across to your target
market?
 Will you reach your audience by advertising online, in the press, on TV, on radio,
or on billboards? On the internet?
 When is the best time to promote? Is there seasonality in the market? Are there
any wider environmental issues that suggest or dictate the timing of your market
launch or subsequent promotions?
 How do your competitors do their promotions? And how does that influence your
choice of promotional activity?
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I am going to use both of Push and Pull Strategy for KIARA

What is Push and Pull strategy?

The two promotional strategy which is applied to get the product to the target market is
Push and Pull Strategy.
 While in Push strategy, the idea is to push the company’s product onto customers
by making them aware of it, at the point of purchase.
 Pull strategy, relies on the notion, “to get the customers come to you”. The two
types of strategies differ, in the way consumers are approached.

Push Marketing

Push marketing is a strategy focused on “pushing” products to a specific audience.

The goal is to bring what KIARA offer to customers in our marketing. Social media
channels are considered to be “push” sources because they’re great for launching new

or niche products.

Also known as direct marketing, push marketing is a form of general advertising. When I
grocery shop, I look for the signs that notate sales and gravitate towards them — picking up
limes I never knew I needed. This is an example of push marketing. Similarly, let’s look at
Suzie.
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Pull Marketing

Pull marketing is any method a company uses to generate demand for a product. This is
contrasted with push marketing, which is a strategy intended to sell out an existing supply
of a product.

Modern pull marketing uses various media channels to generate interest about a product
or company, encouraging customers to seek out the product or company on their own.
This is especially popular and effective within Internet marketing, because pull marketing
benefits greatly from independent social behavior like word-of-mouth and the “viral”
content effect.

Companies that produce or sells goods can use pull marketing to raise awareness about a product
before it becomes available for purchase. Though the results of the marketing campaign are not
certain until the product is made available, the manufacturer can save money on production costs
by producing fewer units of the product prior to launch, and using the money they save to invest
in pull advertising.
A pull marketing campaign is customer-focused, but should still start with the analysis of the
product the company wants to sell. The company needs to determine what the product's key
features are and who is most likely to demand it through extensive market research.

If KIARA following those things. I hope we will do better for our valuable company.
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