Case Study: Olympus Company "Olympus" was a company establish and operating in Dubai for more than two decades. They were in the business of manufacturing footwear. They focused on making formal footwear only for the males. The footwear (shoes) was priced and position for middle class income group. This footwear was given the brand name "POWER." The company was the market leader in the segment and enjoyed goodwill among its expatriates and nationals. With each passing year, profits of the company were steadily increasing. In the recently concluded board meeting at the end of the financial year, it was suggested by the CEO, Mr. John D Robert that the company should start selling in the other segments also. As a part of this long term plan, it was initially decided that the company will also target on developing and selling footwear for women and also try to reach the high income group in the society Questions for Discussion: QI .What problems do you think the company will face, when they try to sell to: The women (1) The high income group Q2. Do you think the brand name should be different for women? If yes, suggest suitable name. Q3. What strategy would you recommend for positioning the product for women? 04. What are the other segments, you think, the company should focus in future