MKT630 International Marketing assignment no 2 June spring idea solution 2011

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Assignment No. 02 Marks: 15
Concept:
Market segmentation is the process of dividing a market into distinct subsets (segments) that behave in the same way or have similar needs. Because each segment is fairly homogeneous in their needs and attitudes, they are likely to respond similarly to a given marketing strategy.
Scenario:
Mr. Kaleem Ullah is planning to open a garments factory with the brand name of High Fashion. The whole setup for the business has been established in Lahore. He has requested his manager for the market research as he has not yet decided that either he should go for men’s wear or kid’s wear. He is also confused thatwhether he should sell his product in local market or exports his product. He has asked following question from his manager:
Q1.
Is there any benefit if we survey the market or conduct a macro analysis before finalizing the product? (5 marks)
Q2.
On which bases we divide market in to distinct subsets? (5 marks)
Q3.
With the same business setup, what is cheapest and easiest way to go international? (5 marks)
Let’s suppose that you are his manager. What will be your answer of above mentioned questions?
Objectives:
Learn the application of Market segmentation, market research and mode of entry in international business.
Examiner’s Note:
A special instruction regarding how to attempt the assignment is given in the announcement and in the assignment file because it has been observed that many site and blogs are promoting the culture of cheating and copy/paste among the students and adversely damaging the grades and career of VU students. You all are requested not to copy or read such sub-standard answer that not only kills the creativity but also sabotage the career as well.

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