Argos Entry to the UAE Market - Assignment Example

xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx Argos Entry to UAE market xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx Name xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx Institution xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx Date Contents Contents ii Executive Summary iv 1.Argos Back Ground Information 1 1.1.Introduction 1 1.1.1.Corporate Mission 2 2.1.Political 2 2.2. Economic 3 2.3.Social 3 2.4.Technical factors 4 2.5.Legal 4 2.6.Environment 5 3.Primary and secondary research findings 5 3.1. Current HDTV market 6 3.2. PESTLE analysis of the brand 7 4.Company Analysis 9 3.1. Micro Environment 9 3.1.1. Market 9 3.1.2. Target Customers 9 3.2. SWOT Analysis 10 5.Industrial and competitive analysis 11 4.1. Points of parity between Argo and other competitors 12 4.2. Points of difference between Argos and other competitors 12 6.Market segmentation 13 5.1. Evaluation of Segments 13 5.2. Target segment 13 5.3. Company Positioning Map 14 7.Marketing Strategy 14 6.1. Market objectives 14 6.2. Target market 15 7.3.Positioning and strategy 15 7.3.1.Marketing Mix 16 7.3.2.Product Mix 16 7.3.3.Promotion 18 7.3.4.Price 19 7.3.5.Place 19 7.4.Advertisement Strategy 20 8.Implementation and Control 21 9.Conclusion 21 10.Bibliography v 11.Appendices vii Executive Summary Being a recognized multi-channel retailer in UK, Argos is taking advantage to get a market share in the UAE market. Technology growth is taking place very fast both at regional and global level. To maintain her competitive advantage, Argos has gone ahead of other companies following the intention of the government to change to digital signal fully. This is to be achieving by December 2012. The primary research conducted among UAE residents identified that 50% of the population egger to purchase HDTV devices. 40% of the population is said to be aware of inadequacy in the use of the current HD technology. Secondary data collected also implied that UAE is a ready market for HDTV devices. For instance, a research conducted in 2007 ranked India which is a major target among the countries where HDTV devices have been least applied. The information and the growing customer awareness have resulted to Argos deciding to enter UAE market based on her well developed HDTV technology. Argos intends to utilize the 4Ps in attaining a market share and establishing weakly evaluation and a strong monitoring system to ensure a continuous increase in the number of sales. She also intends to diversify her products to meet customer needs and be able to compete with “Harman House” which is her major competitor. “Harman House” poses a threat to Argos to her large customer base, brand loyalty and intention to introduce a similar product. However, Argos is prepared to counter this through promotion sales, advertisement and product differentiation. 1. Argos Back Ground Information Argos is a well recognized multi-channel retailer for her convenience, value and choice. The company sells home products and general merchandise within UK and the Republic of Ireland. Argos products include leisure, sports, jewellery, toys, electrical goods and enhancement products for homes. There is increased competition for the market but Argos is known for her equipped and innovative team who move ahead of their competitors in improving the quality of their products. Currently, Argos intends to capitalize on the urgent need for equipments that are compatible with HDTV. Argos can take advantage of this change to introduce her company and products to the UAE market. However, this will not be easy as she is faced with a challenge of economic crisis that may make it difficult to convince consumers to purchase HDTV and do away with their old TV set majorly because most of the UAE citizens are conservative 1.1. Introduction Argos intends to capitalize on the month of January to introduce her products in UAE market. With her recognition in other countries for value and choice of products, she is likely to win a favorable market share though she expects resistance at the beginning. To overcome such challenges, Argos should focuses on advertisement through local Radio and T.V station. In addition, she will need to recruit local workers to participate in road show promotions and in the sale of the products. So many companies have entered into the market making the competition stiff. According to a report by BMI (Busness Monitor International) industry, indicates that by 2014, electronic spending by consumers in UAE on audio visual equipment will increase to USD 1.1 billion. This will reflect an annual increase of 4% for the four years. In 2009, 30% of the total spending accounted for audio visual devices. By 2013, the electronic market in UAE is expected to grow by $1 billion. 1.1.1. Corporate Mission The mission of Argos is to be the leader and best retail group that offers consumers a wide range of relevant products aimed at meeting their needs and offering a variety options or retail channels and convenient payment methods at a relatively cheaper price as compared to her competitors. 2. PESTEL Analysis 2.1. Political The government declared UAE a free trade zone for electronic commerce as well as technology. The main aim was to ensure that UAE becomes the leading regional centre for electronic commerce, information and technology. This lifting supports private investors who aim at promoting technological development in the area. As a result, Argos will not be exposed to political opposition. In addition, the government is working hard to see that there is diversification in the economic sector as overdependence on oil has been found to be a major cause of increased poverty in the region. Since Argos offers this option plus employment opportunities, she will receive support from the government (Barnes & Haskell 2001). 2.2. Economic The wealth of UAE countries is based on gas and oil exports. Increased spending by the government on developing the infrastructure has made the region favorable for the private sectors and international companies such as Argos. The increasing oil prices have resulted to the growth of UAE countries’ economy. In the Arab world, UAE’s economy is the fourth largest and has increased by 6 times within a period of 26 years. United Arabs Emirates is the second richest in the Muslim world due to its proven oil deposits. Many of the world’s leading companies are now operating in Dubai, a city that is well known for its two palm Islands, the world Islands, Dubai Marina and other developments that offer high rise apartments, villas and office space. The United Arabs Emirates Government’s huge investment in logistics and infrastructure projects are likely to stratify the country’s position as a vital logistics hub in the Middle East. Dubai is likely to be the world’s most integrated logistic podium providing multi-modal logistics, transportation and other value-added services. 2.3. Social Although the united Arabs Emirates is almost a purely Muslim state, the country has undergone a progressive and sustainable process of transformation from small poor principalities to a modern state with high standards of living. The government also recognizes the role played by the private sector and its potential thus has provided all industrial facilities and amenities and has enacted several liberal commercial laws to meet international obligations and protection of investors. However, as sweet as these may sound, the government has been recently under intense criticism for turning a blind eye on the racial and religious discrimination that foreign investors are subjected to. One of the most vocal critics is the Human Rights Watch that has been carrying out campaigns to shun this discrimination. Another social nightmare is that all legal transactions and judicial proceedings are conducted only in Arabic language thus foreigners are greatly disadvantaged.   2.4. Technical factors Technological development around the globe has lead to governments deciding to change from analogue to digital transmissions as this supports more services than the former. Households are also in a position to pick signals using the ordinary aerials (DigitalTelevision 2008). UAE has not been left behind and this greatly supports Argos efforts of entering the market. 2.5. Legal For Argos Limited to do business in the United Arabs Emirates, a few conditions must be met before being issued with a trading license. The company can be introduced to the market either by a local sponsor or a service agent. Registration is done in three places- the local Chamber of Commerce and Industry, the Economic development Department, and with the ministry of finance. The company is then required to renew the license annually and function only within the Emirate where the license was issued. If the company wishes to open branches in the other Emirates, then it must obtain licenses for each Emirate. The United Arabs Emirates allows up to hundred per cent foreign ownership with no sponsorship or recruitment problems. Exemption of custom duty and   corporate tax on imported raw materials and equipment is allowed, with no levy on exports and imports. Argos will take advantage of this and the sound and effective economic policies aimed at reducing over dependency on oil and its byproducts. 2.6. Environment Located at the cross-roads of the Asian-African and Asia-Africa trade routes, the United Arabs Emirates is at a strategic vantage position for carrying out business between countries in the Western and Eastern hemispheres. Its geographic position has proved to be a vital advantage for the logistics industry in the UAE. Its ease accessibility by air, land and sea has enabled UAE to gain prominence in terms of global logistics and transport, with rapidly increasing trade volumes in both regional and global trade. Located near India and China, the fastest growing economies, the UAE imports about sixty per cent of its products from these countries- most of them transiting across the Dubai borders. Thus United Arabs Emirates has a unique advantage over the other Middle Eastern countries and capable of establishing itself as a centre for trans-continental commerce. UAE is connected to Kuwait, Iran, Saudi Arabia, Bahrain, Qatar, Oman and Europe by a fast intercontinental road network. It is also connected to East Africa, South, Yemen, and Indian subcontinent by sea. The well developed infrastructure will act as a means for Argos to extend her trade to other countries and continents. 3. Primary and secondary research findings UAE countries such as India are ranked second last among countries utilizing HDTV. For instance, a research done in 2007 indicated that India only accounted for 6% of the total HDTV use in comparison to other countries. The government invested $5 billion to develop the HD infrastructure by 2009. 3.1. Current HDTV market 40% of the people in UAE countries clearly understand that HD hardware is not currently functioning to its capacity but are optimistic that with time, these challenges will be overcome. These people are egger to see and adopt any new technological development. 50% of the 1000 people interviewed indicated their willingness to adopt the new technology. Brand loyalty JE: Jumbo Electronics HH: Harman House TE: Tarsam electronics T: Tango S: Sharaf DG Customers however indicated that apart from “Harman House”, service provision by the other companies was inadequate. 49% of the customers indicated that they were willing to move to another producer if convinced that the product was of a better quality. 3.2. PESTLE analysis of the brand PESTLE analysis of the Brand STRENGTH WEAKNESS POLITICAL Stability in the region Lack of openness as the government support is more towards local investors ENVIROMENTAL Limited number of capable customers to purchase the product. Presence of taxation and necessity of investing a lot in building brand loyalty Highly developed infrastructure ease product delivery Lack of well developed advertisement system to create product awareness. SOCIAL 50% population egger to adopt new technology. Discrimination in terms of religion and nationality threatens market entry and acceptance of the company’s products TECHNICAL Up-to-date technology thus easily acceptable in the market. Solves current technological problems identified with HD Brand loyalty to Harman House company which is on the process of introducing HDTV in the market LEGAL Supportive policies in introduction HDTV. Must use a local sponsor or agent to be introduced in the market. Requirement to obtain a license for each Emirate thus increasing operation cost ENVIROMENTAL Product is environmental friendly and the company will use bio-degradable materials for packaging High risks of fire outbreaks and inadequate fire fighting services in the region may cause huge losses. 4. Company Analysis 3.1. Micro Environment 3.1.1. Market Argos predicts a smooth entry into the market as it will introduce a necessary product that is not common in the market. The sale of HDTV and complementary products is expected to increase with time as people get to trust Argos’ products. UAE is strategically positioned making it accessible to 1.5 billion customer situated in different parts of Africa, the Gulf, Red sea, East Europe, CIS countries and Asia. Over the years, this region has proved to be the safest place to conduct business in the whole world. There is also the potential of Dubai Media City linking other nations with GCC countries by acting as their bridge. This means that businesses established in this region have the potential of easily accessing the global market. 3.1.2. Target Customers Due to the economic crisis that has hit the entire globe, consumers are limiting their spending and prefer going for cheaper products. It is for this reason that they rush for discounted products. Argos aims to attain her first customers through offering discounts and warrants for her products. The youth, middle aged and young couples are a major target as they have higher dispensable finances. In addition, past researches indicate that they have a strong spending power especially for premium brands (GMID 2008). Currently, e-commerce has been on the increase in UAE though most companies have not taken its advantage. To ease payment and make it more convenient for consumers to make orders and access adverts from the company, Argos will utilize her website and other social websites. Her target customers are already aware of e-commerce and can easily access the internet due to improved infrastructure. The UAE government is using internet as way of reducing paperwork and also cutting down the costs of labor by making the system automatic. Probably this will be a very successful venture considering the Emirians are not intimidated by this kind of technology. As a way of embracing upcoming UAE technologies, Dubai ports and customs use e-commerce solutions in transportation companies, cargo business, shippers and agent to process clearing and forwarding through internet (Barnes and Haskell 2001). Utilizing e-commerce will be of great value both to the company and her target customers. 3.2. SWOT Analysis Strength Low cost of products Capability to finance several stalls at the start Well developed communication skills and customer service Low cost of production resulting by bulk purchase of raw materials Well developed website Weakness Does not have any UAE employee at the moment All adverts are currently in English Opportunity Government’s efforts to ensure technological advancement Free trade zone lowering operational cost High population growth thus customer growth rate Opportunities for expansion due to accessibility of market information on free trade zones Threat High unemployment and poverty rates plus the global crisis that denies target customer the power to purchase her products mainly considered as a luxury by low income earners. Already well established electronic companies Religious and racial discrimination 5. Industrial and competitive analysis In recent years, the United Arabs Emirates’ retail sector has seen an incredibly tremendous growth that has made it a very conspicuous icon in the global retail map. The country’s burgeoning retail industry is anchoring the government’s diversification endeavors. The active participation of the private sector and fairly favorable policy frameworks have made UAE the world’s most desirable retail environment in terms of revenue generations and investments. To crown it all, the rapid increasing economy, population growth, stabilizing crude oil prices, progressive service sector and enviable travel and tourism sectors, strong consumer confidence and rising purchasing power are propelling the retail industry to even greater heights.  Since the United Arabs Emirates offers a favorable business climate with an open-resource-rich-diversified economy, the country has proved to be a heaven for most retail companies all over the world and therefore Argos must have a foolproof business plan before it ventures into this market (Peter 2010). Some of these competitors include Panasonic, Sony, Jumbo Electronics, Harman Kardon, Tarsam electronics, Tango, Sharaf DG, Sum sang and Plug-Ins Electronics who are the major controlling force in the United Arabs Emirates electronics market. Argos greatest threat is ‘Harman house’ that is the leading retail chain trading car, professional and home infotainment products. This retail targets to launch next generation latest audio visual devices in order to meet the growing demand in the region and increase her market share. ‘Harman house’ has a market share of 55% in the sale of flat screen TV. The company experienced a 72% growth in 2009 and opened 5 more store. 4.1. Points of parity between Argo and other competitors Just like her competitors such as ‘Harman house’, Argos targets to capture clients by taking advantage of the increased demand for high quality TV set driven by the launching of HDTV. Most electronic companies in UAE have formed partnership with other well known companies. For instance, ‘Harman house’ is in partnership with Samsung just like Argos. ‘Harman house’ also targets to equip the plasma, LCD and LED TV’s with her latest Kardon Home Theatre Systems which is in line with Argos’ intentions. 4.2. Points of difference between Argos and other competitors While Argos targets to capitalize on creating a home based cinema experience through the perfection of her audio devices, ‘Harman house’ focuses on leveraging sound for vision. This concept is aimed at enhancing the customer’s interactive experience through sound. Argos products perfect on both the sound and the vision as they seeks to bring the cinema experience at their home comfort. In addition, she offers a wide range of product from which clients can choose from in addition to discounted installation services. 6. Market segmentation Argos targets three segments: entertainment venues, home owners and institutions. 5.1. Evaluation of Segments Entertainment Venues Entertainment venues include airport, theaters, nightclubs, hotels and other types of commercial development projects form a great market for audio visual equipment. UAE has experienced an increment the demand for outdoor entertainment mainly due to increased population. Majority of the people who seek for entertainment services are teens, youths and young couples. They are a target for HDTV ready/iDTV package. Institutions These customers include all learning institutions, churches and organizations that have programs aimed at reaching the youth. They will be a target for HDTV ready/iDTV package, accessories and upgraded packages. Home owners The customers in this category include young couples who are without children. They will be a target for home theater packages, accessories and upgraded packages. Those with children and just want a TV so as to capture important events will be targeted for traditional TV set. 5.2. Target segment The young couples aged between 25 and 65 who do not have children are best suited for all products offered by Argos. This is because they are energetic and have a lot of income that is unplanned for. In addition, this group of people seeks for quality and is ready to move with the changing technological advancement. The customers can also be reached through a variety of online methods and Argos will be able to adequately meet their needs. 5.3. Company Positioning Map The company is likely to start low but will peak as people get to familiarize with the products offered. Product style/appearance Technical superiority 7. Marketing Strategy 6.1. Market objectives To capture a market share of 20% by the end of the first half of the year in the UAE market. To create a strong consumer awareness of the product in the UAE market. By the end of 2011, 90% of the population should be aware of the company and the products offered while the rest are expected to have heard something on the company, products or both. To attain and maintain a growth rate of at least 5% in the first year. However, this should increase to up to 20% by the third year. 6.2. Target market The companies target market includes childless individuals aged between 25 and 65 years who are known for their high purchasing power. These individuals have fewer expenses since they do not have children and are energetic enough to capitalize on any opportunity to earn income. In addition to this, they tend to purchase product which are regarded by others as luxury. Since Argos’ products are in this category, these people are relevant to the company (Robin 1997). The goods are aimed at fulfilling their psychological needs of pleasure, functionality and decoration. Different designs will attract those who only want to buy th DHTV to decorate their houses. Functionality of the product will be warranted thus attracting those who want to have the DHTV to catch important events such as the news. 7.3. Positioning and strategy Argo aims at diversifying her products to meet the needs of all sub groups in the region. To attain this without any financial strain, she will do away with low income earning products and the outdated products such as TV combos (GMID 2008). The products to be introduced to the UAE market include Home Theatre, the set box for digital TV flat screens, HDTV/iDTV which has an in-built digital box and a ready to use brand new HDTV. The company may not gain customers easily as a result of the global economic crisis despite her new product being in the first development stage. This calls for intense campaigns and advertisement to familiarize target customers with the product. Though pricing is one of the determinants of the volumes purchased, Argos aims avoiding price wars with competitors since her products are already rated at a lower price as compared to others. Her focus will be on provision of quality products that adequately meet the needs of consumers thus providing emotional motivation. Price cuts will be in form of limited discounts and promotional tours, discounted recycling, installation and delivery (Robin 1997). In addition to this, Argos will offer repair services at discounted costs for her clients. 7.3.1. Marketing Mix The four P will be applied in marketing. 7.3.2. Product Mix The product mix will include Traditional TV package, upgrade packages, Home Theatre packages, ready/iDTV packages, and HDTV. 1. Traditional TV Package This package will meet the need for those that may feel that an LCD or Plasma TV is unnecessary. 2. Home Theatre Packages This is a package of iDTV/HDTV with a system of home speakers. The increasing cost of outdoor entertainment and cocooning trend are likely to result to families opting for indoor cinema experience and hence the need for such a system (Financial Times 2008). 3. Accessories and Upgraded Packages The ranges of products are complementary products, accessories and upgrade product for customers who already have the set of HDTV ready. They include digital TV compatible cables which include component and audio video cables, audio and DVI-D cables and HDMI cable, converters/amplifiers and antennas for CABD (Communal Aerial Broadcast Distribution), digital video recorders, digital set boxes, home cinema speaker system and mounting stands or brackets. This is aimed at fulfilling the company’s mission of offering a wide range of relevant products that adequately meet their needs. 4. HDTV ready/iDTV package The package will include iDTV sets or HDTV ready. The company will use Plasma and plasma TVs of a smaller screen (37”, 32”. 30” and 24”) instead of the commonly used wider screens (46”, 42” and 40”). To ensure easy entry in to the market, trusted premium brands which include Sony, Panasonic and Philips will be use to brand the digital TV. In addition, less priced models such as Samsung, Sharp and LG will be used to meet the needs of low class individuals. 7.3.3. Promotion The main objective is promoting product awareness in UAE. To persuade customers to purchase Argos’ products while convincing them of the company’s quality product and that she designs her products with the consumers in mind. To ensure customer retention through provision of excellent customer service Consumers will be informed and encouraged to attain Argos MasterCard or ArgosCard so as to benefit from offers such as buy-now pay later. The company will also give other discounts inform of promotions including 10% off discount for transportation of purchased products 20% discount for product installation and recycling 5% discounted sales four times in a year. Giving 1 free sample to large potential consumers such as institutions every 3 months. The promotional offers are aimed at attracting consumers to purchase products from Argos. To sell the products, Argos will place advertisement on various radio and TV stations, her website and social websites such as facebook, you-tube and tutor. In addition to this, brochures titles “be advanced, get digital” will be issues at the company’s outlets as well as in the major supermarkets. Price details will be available on the website and customers can make online purchases. Various product offered by Argos will be displayed on their website. The seal used after a deal is closed will contain promotion information such as “buy now”. 7.3.4. Price Meet-the-competition strategy and a combination of break-even point and marginal analysis will be used to set the product price (Bennett & Blythe 2008). This is to ensure that the product prices range on the competitive prices. The lowest and highest prices will therefore be set through a combination of break-even point and marginal analysis. To comparison of the prices with prevailing market prices, going-rare or meet-the-competition strategy will be utilized. However, a change in prices will ultimately happen as the company is new in the market and the global economic crisis has not spared UAE. Price unbundling and bundling will therefore be applied to adjust prices when necessary (Jobber 2007). 7.3.5. Place Customers will be expected to make orders from the stall or the website. Since it is a new market, Argos intends to begin with three outlets and will grow as demand increases. Digital TV demonstrations will be done in the stalls using a computer. However, customers can only see the actual products when the make the orders. A just-in-time logistics system will be used to analyze the sales and determine the company’s success rate (Kotler et. al 2005). This will ensure that customer disappointments are avoided and inventory costs are reduced. 7.4. Advertisement Strategy The personality of the brand will be created to reflect togetherness, caring and warmth as a way of promotion. The proposition to be found on the website and on our adverts and products is “We care, whatever u need, wherever, whenever…….Argos is the Answer” Advertisement will be done through media and in both international and local languages. Information will depict the role of Argos in transforming the lives of people and the ease in accessing her products. It will also include the role of products from Argos in saving money by utilizing indoor entertainment opportunities. Feature available on the HD format will also be displayed on the website showing its special features that are unavailable in the traditional TV. Advantages of digital TV and HDTV signal will be displayed in an in-store display. This will be targeting shoppers who get into the shop to convince them to purchase digital TV or HDTV. Argos Logo will also be displayed in the shops, delivery vans and packaging materials 8. Implementation and Control Reputable UAE recruitment agencies will be involved in recruiting employees who have excellent customer relation skills since Argos intends to utilize locally available labor. These employees will be trained on general information on the digital TV and available products to enable them give customers relevant information when they want to make choices and offer technical advice to those who close the deals. Argos will invest in developing employee skills as this has been found to be the most important asset in any company. In addition to this, she will seek for feedbacks from the customers to see if any improvement is required and act accordingly. Employees will be required to produce weakly reports that will assist in determining the total sales made per week and follow-ups on timely delivery of ordered products will be done on a daily basis. The sales are expected to increase with time and any decline will be addressed immediately. In addition, a feedback form will be developed on the company website and customer feedbacks reviewed every week. Auditing of the firm will be done after every form months and a comprehensive auditing be done on annual basis. Budgeting will be done on monthly basis. 9. Conclusion UAE is definitely a fertile ground for Argos. Applying appropriate strategies and a well directed plan will synergize her internal and external operation. To be efficient and effective enough, her communication and marketing plan must be well integrated. Argos will therefore succeed in her operation if it effectively implements this marketing plan. 10. Bibliography Barnes, M and Haskell, J 2001, Productivity, Competition and Downsizing –Economic growth and Government policy, HM Treasury, April 2001, www,hm-treasury,gov,uk/docs. Barnes, M, and Haskell, J, 2001, Productivity, Competition and Downsizing: Economic Growth and Government Policy, HM Treasury, April 2001, www,hm-treasury,gov,uk/docs. Bennett, R & Blythe, J 2008, International strategy planning market entry and implementation, London: Kogan page. Digitaltelevision, 2004, Moving Forward on Digital Switchover http://www.digitaltelevision.gov.uk/pdf_documents/publications/44408_DCMSDigita l.pdf, accessed 27/12/2010. Financial Times 2008, Consumers to trim Christmas spending, http://www.ft.com, accessed 26/12/2010. GMID 2008, Analysis from Countries & Consumers shows that consumers clinging to their digital products as times get tough, http://www.portal.euromonitor.com, accessed 10/12/08. GMID, 2008, Analysis from countries & consumers shows that consumers clinging to their digital products as times get tough. http://www.portal.euromonitor.com, accessed 28/12/2010. http://www.ebusinesswatch.org/studies/case_studies/documents/case%20studies%202004/cs_sr05_retail _1-argos.pdf Jobber, D 2007, Principles and practice of marketing, 5th ed. Maidenhead: Maidenhead McGraw-Hill Education. Kotler, P, Wong, V, Saunders, J & Armstrong, G 2005, Principles of Marketing, 4th ed. England: England Pearson Education Limited. Peter, D, 2010, Practices of successful companies, New York: Farrar, Straus and Giroux. Robin, J, 1997, Global Business Strategy, New Yolk: International Thompson Press. 11. Appendices 1. Appendix1. Business Model Appendix 2 Developing a 360 degree profile Argos has developed a 360 degree profile customers and employees can evaluate them and their products and services. This aids product development to meet the needs of the target market. Read More