Hi Lcdlb

LA CASA DE LAS BOTAS

Q1]Should LCDLB embrace expansion or should it maintain the status quo?Should LCDLB penetrate existing market or further develop new markets.Should it further develop fashion segment or should it stick to its core business?Establish an international marketing plan for the co.?

Ans.

A]For any organization status quo is nothing but de-growth.

If any organization stops reviewing its business styles,product,features,customer trends and market trends, will degrow over a period of time and one fine day it will fail to exist in today’s most competitive business field.

Same as the case, LCDLB should have continuous innovation in all its field of product,market,features,customer desires to exist as a strong brand, failing which…. it gives room for others to occupy its market share.

B]The question on LCDLB penetration to new markets…well I would say yes..as there are plenty of opportunities globally to grow.But this is a very tricky situation as to if Jorge has to focus on penetration on the existing markets or go all over….It has to be taken forward in a very very highly strategic manner to penetrate in the existing markets and parallely look forward for the newer growing market.

Considering the fact that Mr.Jeorge’s kins are not very keen on taking over this business,Mr Jorge should start considering on making his company go public and should ensure it exists even after his retirement.

Today we have seen Mr.Narayan murthy who is the founder of Infosys has retired from the co..but the company exists still and Mr.Murty is still acting as a mentor and gets his loyalty.

C]30% of the currenty business is from fashion segment.hence it is good to focus on this segment.

D]International Marketing plan.

LCDLB caters to the rich and elite customer data base and hence its marketing should be elite and catchy for the elite customer segments.

Considering the ROI on the investments initially I would suggest the brand should focus on exclusively working...