LINI P MATHEW - 1226110217 PRAVEEN KUMAR NAIDU - 1226110218 MANISH KUMAR PRUSTY - 1226110219 MUGI SOWMYA - 1226110220

Mrs. Anne Solbakken CEO, Norlight Mr. Ole Olsen Marketing Manager Mr. Tore Bu Financial Officer Mr. Knutt Johnson Technical Manager Mr. Antonio di Napoli Italian Agent Mr. Jones British Distributor

Other facts
Company entered two markets with basic study of the

market.
Study of how product needs should be addressed /

customization of products were not done.

They were not prepared before meeting a client in UK

whereas the UK client was prepared.

Napolis English has impressed him to win the order.

Unable to cope-up with minor-product alterations. Indemnity to be paid for an amount of Lira 500 Million. Not able to grant discounts as required by dealers. Accounts receivables increased due to liberal credit terms. Only one agent in Italy. Spent 700,000 in UK

Lira 150+500 million in Italy

 No early reviews : Results came in six months.

Credit clause was added to UK but no to Napoli.

Napolis customer credit worthiness was not checked.

Selecting the most effective channel arrangement is a

clear focus of the companys marketing effort on a target market & determination of its needs and preferences.
Enter through indirect involvement but with other

potential distributors.
Product characteristics need to match needs of local

audience.

Selection and care of distributors and agents: Incentives Direct commission Commission to improve cash cycle Products must be priced competitively . Termination and cancellation clause should be added

accordingly.

 Certain obligation is to be created for GB Light to

improve sales.
Review sales and accounts receivables on monthly or

quarterly basis in new markets.

Attention can never be withdrawn form domestic

market where you are the strongest.

Avoid ethno-centric approach while entering new

market. Poly-centric approach is the key to success.