1) Maslow's needs hierarchy provides a useful framework for understanding how and why local products and brands can be extended beyond home-country borders. Evaluate the case of Aleo Vello, highlight any TWO (2) needs that could possibly lead the brand to expand globally. Illustrate and explain with examples.

This is the case study:

Barely nine months since its inception, contact lens brand Aleo Vision is already eyeing for an expansion to increase its market reach and product awareness. The brand, known for its flagship product, daily disposable soft contact lenses Aleo Vello, is actively gearing up to introduce new product lines and penetrate into new promising markets. The brand's aggressive expansion strategy is driven by the strong support from its customers. While Aleo Vello was only launched in April 2018, the product's premium quality and affordable price have attracted many customers in such a short span of time. There are several thousand of registered individual customers and the list is growing. Aleo Vision is expanding very quickly, where the brand is Malaysia's first direct-to-consumer contact lens brand. Within the next few months, Aleo Vision expects to unveil its new product offering - daily disposable contact lenses for users with astigmatism. Geographical expansion-wise, the brand is targeting new markets that are predominantly those with a high percentage of contact lens users. Apart from Aleo Vision's current markets - the United States and Malaysia - the brand looks to establish its presence in Europe as well as in major Asian markets. The Aleo Vision contact lens brand is manufactured by Malaysia's first homegrown contact lens maker. San Franciscobased Aleo Vision strives to make a difference. Selling at a discount of over 50% than the average market rate, the Aleo Vello daily disposable contact lenses are affordable and within the reach of active contact lens wearers. With the products of Aleo Vision, our customers no longer have to choose between their bank account and their eye health. The brand contact lenses are significantly cheaper than the other daily disposable contact lens brands because the products are sold directly to customers entirely via e-commerce. This allows us to avoid the potential price mark-ups by the distributors, wholesalers and retailers, keeping the price of Aleo Vello lenses low and affordable. The contact lens can be purchased via Aleo Vision's online store, with free shipping on delivery. Three different packages are offered - one-month supply (RM60), six-month supply (RM300) and 12-month supply (RM550) for 30 lenses in a box. Prospective buyers will be required to upload the prescriptions from their ophthalmologists prior to placing the orders online. Otherwise, they could also visit Aleo Vision's frequent roadshows in the Klang Valley to get their eyes checked and identify the most suitable contact lens for their eyes. Aleo Vision's flagship daily disposable aspheric soft contact lenses, Aleo Vello, are biocompatible lenses that hydrate and protect the eyes of the users. The lenses, which are 58% water-based, are made with premium omafilcon A. Aleo Vision contact lenses use the AquaLock technology that mimics a water-loving molecule found naturally in eye cells, attracting and retaining water to the lens for a refreshing cushion of all-day hydration. The unique BlissEdge design is a dual-tapered edge that lets more water and oxygen circulate around the eye. It keeps the lens centred right where it belongs, and reduces irritation and friction. With the built-in Class II UV blocker, consumers can spend time outside and know you're protected from at least 97% of UVB and 87% of UVA radiation. RM100mil has been invested in the state-of-the-art production facilities and extensive R&D initiatives. The manufacturing of Aleo Vision contact lenses are fully-automated, giving them high precision. Only flawless, defectfree lenses are shipped to customers.