Case Analysis Direction: Read carefully the case below and answer the questions after the case. Your answer will be graded based on the given rubrics after the case. Glamour Corporation is a manufacturer of deodorant/anti-perspirant, feminine wash, foot spray, shampoo, hypo-allergenic soap, herbal soap, germicidal soap and astringentffacial lotion. All these products are marketed in the Philippines under the brand name Green Touch. " The choice of the brand name was inspired by the fact that most of the company's products are made with ingredients derived from natural materials. These materials include alum, a mineral derived 'om soil; gugo, scientically known as Entada Phaseoloides that contains sapon, a powerful hair cleansing agent; aloe vera, extracts from papaya. Cucumber, avocado, radish and pineapple. It is for this reason that Green Touch products are marketed as \"the superior alternatives to synthetic cosmetics.\" Green Touch products, mainly deodorant/astringent, soap and shampoo, have recently found their way to foreign markets without any concerted, ofcial marketing effort by the company. They have been exported to Saudi Arabia, Hawaii, Guam, Dubai, U.S.A., Canada, Singapore, Malaysia, Brunei, Thailand and South Korea. Glamour Corporation president, Mr. Aris lntra, said foreign markets learned about the company's product through Filipinos who carried Green Touch items when they travelled abroad. Foreign buyers who visited the Philippines learned about the products through printed ads. Others would walk into Glamour Corporation '5 office after they had brought Glamour products from the local supermarkets. Mr. Aris intra said Glamour Corporation had participated in only three international fairs, one held in Manila in 2013 and two held in Hong Kong in 2012 and 2013. Brochures and other product literature were all that Glamour Corporation gave to importers as promotional materials. Export sales of the company have been increasing since 2010. In 2013, exports sales had risen to 20-25 percent of domestic sales. While export sales had increased, Glamour Corporation continued to encounter problems in packing due to mishandling by domestic handlers, despite its adherence to correct labeling of cartons. At the same time, it could not comply with requests from certain importers for more classy containers like expensive- looking glass bottles considering the rising cost and lack of assurance of quantities to be purchased by these importers. Right now, packing cost would run from 20-25 percent of total product cost. Even as the domestic sales of Glamour Corporation have been going up, Mr. Aris Intra has found the lure of the international market quite irresistible. Questions: 1. Explain why it is important for company to know its market 2. How would you assess Glamour Corporation products' potential in the foreign markets? 3. Should Glamour Corporation continue its present export promotion effort? Why? 4. Should Glamour Corporation comply with some prospective importers' requests for classier or expensive glass bottles? Justify. 5. Will it be better for Glamour Corporation to concentrate on the international market and leave the domestic market? Justify