CASE STUDY SITUATION

You are the vice president and the new marketing director for BASE Inc. BASE Inc. is a

company that develops and markets electronic headphones for individuals who use handheld

technology such as smartphones, tablets, laptops, etc. BASE Inc. began as a small company in

the garage of its CEO but now has an annual revenue of over $200$ million dollars. This is all

thanks to its e$-$commerce site, which generates most of its revenue.

BASE Inc. took off when smartphones gained popularity around the world. The BASE Inc.

brand has remained the same: to give customers durable, reliable, and the most stylish

headphones known to man. As of right now, BASE Inc. has the following headphone designs. $1.$

Overear, in$-$ear, and Bluetooth headphones $($Available as in$-$ear pieces$)$ range from prices of

$$150,$ $$100,$ $$175,$ and $$125,$ respectively, and they are compatible with any device. The retail

prices do not turn consumers off because the company lives up to its promise to its consumers,

which makes this company the top$-$grossing phone accessory in Canada and the United States.

The marketing strategy team at BASE Inc. is looking to go international with their product,

hopefully making them more profits if everything goes according to plan. The marketing team

has forecasted that Asia will become the largest user of technology in the year $2020,$ and getting

the BASE Inc. accessories into the Asian market could change the company's fate forever. The

marketing team feels that entering specific countries in Asia first will allow them to expand later,

but they don't know which country to choose. One thing that BASE Inc. does know is that most

phone accessory companies are not in the Asian market because they know that countries in Asia

are known to use knockoff brands, but BASE Inc. isn't worried because their product is that

good; it can't compare to the real deal.

The president of BASE Inc. wants your team to weigh the pros and cons of $3$ counties in ASIA

regarding headphone accessories. He also wants you to choose one country to start in$.$ Once the

country is chosen, your team must complete a product launch plan, a profit margin timeline, and

new sales channels. Assignment outline Assignment weight $(5\%)$

$$ Identify the Main Problem $($Create a Problem statement$)$

$$ List Stakeholders

$$ Create $3$ Recommendations on how to Solve this problem $($Think about it through the

lens of short$-$term, medium$-$term, and long$-$term implementation plans$)$

$$ Create a SWOT analysis $($Strengths$,$ Weaknesses, Opportunities, and Threats$)$ for the

overall view of the company.

$$ MAX $2$ Pages $($Page $1$ Main problem, Stakeholders, and Alternatives, page $2$ Swot

Analysis $1\mathrm{.}5$ Spaced$)$

$$ DUE DATE May $31$st$,2024,11$:$59$ pm $($Drop Box on Blackboard$)$