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)