There is huge increase in International trade. Competition forces companies to enter new markets. By using Market Resear

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There is huge increase in International trade. Competition
forces companies to enter new markets. By using Market Research,
most of the brands try to discover additional segments in the name
of attaining success in international trade. With the same
purposes, ATR, which is activated in toy retail chain market in
Turkey, enters the Chinese market. First it seems like a suicide…
But by the help of detailed information, they find a niche market
in China. They realize that the divorce rate is very high in the
Chinese market. Besides there is another demographical factor like
age, people live more. That means more grandparents, buying more
toys for their grandchildren. Also, the psychology of divorced
couples is totally different. Comparing China and Turkey the
cultere is totally different. Even if they don’t want to spoil
their children, they want to make them happy. In order to get rid
of this approach and avoidance conflict; ATR starts produce toys
that mostly helps children to increase their cognitive
intelligence, made from natural ingredients like wood. ATR knew
that this advantage would be recognize by other companies so that’s
why they want to enter as soon as possible but with the help of
right hands. ATR increased its brand knowledge as these toys are
many utilities like having an entertainment and learning at the
same time. After they have created a cartoon character, Miko as a
promotion strategy in the Chinese market, it’s become more
well-known logo. Chinese children really like their character. They
have declared war with harmful cheap Chinese toys with their
healthier products. Miko character toys become leader of the
segment.
After that; they enter new category involves printed products,
notebooks, birthday cards, etc. called “Miko is writing”. There is
a huge demand for their products but they know that the market is
almost finished. Because of this prediction they launch a new
version- mobile applications-Miko_app., competition is so heavy but
there are many things to do at the market. One of the rival created
and launched a replica of a local competitor application. Their
biggest advantage was that they previously owned technology retail
chains in China market and had knowledge about the consumer
behavior.

a) According to BCG matrix, make the portfolio analysis of ATR and
suggest strategy considering each three SBU-Miko/Miko is
writing/Miko_app). (15)
b) ATR started to launch new version- mobile applications by
Miko_app II in B to B market. They are giving option to their
industrial clients to use their databank for sending any mms or sms
messages to their target groups. After that, they faced with high
demand from Research companies; they decided to open their data for
some survey groups. Explain these two new attacks considering GE
Model (Ansoff matrix).(15)
c) As a Miko_app II Category manager; explain marketing research
process for Miko_app II considering the fact that you are newly
working with Research Companies in B to B market (10).
d) Explain global marketing management process for Miko_app II in B
to B market in China. (25) (including only segmentation, targeting,
positioning, mode of entry decisions, marketing mix
decisions(standardization or adaptation).
e) According to competition, what kind of strategies will be
suitable for Miko app? (15)
2) Choose 5 items and describe these terms by using
the ATR Case Study in China (20)
a) Ethnocentrism
b) Relationship management, CRM, relation marketing
c) Uppsala- stage model versus born global approach for
internationalization
d) Share of heart, share of wallet, share of volume
e) Glocalization
f) Hofsede- cultural dimension list
g) De-marketing
h) Integrated marketing communication and noise
i) Ma- The anatomy of comparative advantage
j) International product Life Cycle Theory
k) Hall-culture study
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