There is huge increase in International trade. Competition forces companies to enter new markets. By using Market Research, most of the brands try to discover additional segments in the name of attaining success in international trade. With the same purposes, ATR, which is activated in toy retail chain market in Turkey, enters the Chinese market. First it seems like a suicide… But by the help of detailed information, they find a niche market in China. They realize that the divorce rate is very high in the Chinese market. Besides there is another demographical factor like age, people live more. That means more grandparents, buying more toys for their grandchildren. Also, the psychology of divorced couples is totally different. Comparing China and Turkey the cultere is totally different. Even if they don’t want to spoil their children, they want to make them happy. In order to get rid of this approach and avoidance conflict; ATR starts produce toys that mostly helps children to increase their cognitive intelligence, made from natural ingredients like wood. ATR knew that this advantage would be recognize by other companies so that’s why they want to enter as soon as possible but with the help of right hands. ATR increased its brand knowledge as these toys are many utilities like having an entertainment and learning at the same time. After they have created a cartoon character, Miko as a promotion strategy in the Chinese market, it’s become more well-known logo. Chinese children really like their character. They have declared war with harmful cheap Chinese toys with their healthier products. Miko character toys become leader of the segment.After that; they enter new category involves printed products, notebooks, birthday cards, etc. called “Miko is writing”. There is a huge demand for their products but they know that the market is almost finished. Because of this prediction they launch a new version- mobile applications-Miko_app., competition is so heavy but there are many things to do at the market. One of the rival created and launched a replica of a local competitor application. Their biggest advantage was that they previously owned technology retail chains in China market and had knowledge about the consumer behavior.

a) According to BCG matrix, make the portfolio analysis of ATR and suggest strategy considering each three SBU-Miko/Miko is writing/Miko_app). 

(15)b) ATR started to launch new version- mobile applications by Miko_app II in B to B market. They are giving option to their industrial clients to use their databank for sending any mms or sms messages to their target groups. After that, they faced with high demand from Research companies; they decided to open their data for some survey groups. Explain these two new attacks considering GE Model (Ansoff matrix).

(15)c) As a Miko_app II Category manager; explain marketing research process for Miko_app II considering the fact that you are newly working with Research Companies in B to B market (10).

d) Explain global marketing management process for Miko_app II in B to B market in China. (25) (including only segmentation, targeting, positioning, mode of entry decisions, marketing mix decisions(standardization or adaptation).

e) According to competition, what kind of strategies will be suitable for Miko app? 

(15)2) Choose 5 items and describe these terms by using the ATR Case Study in China (20)

a) Ethnocentrism

b) Relationship management, CRM, relation marketing

c) Uppsala- stage model versus born global approach for internationalization

d) Share of heart, share of wallet, share of volumee) Glocalization

f) Hofsede- cultural dimension list

g) De-marketing

h) Integrated marketing communication and noise

i) Ma- The anatomy of comparative advantage

j) International product Life Cycle Theory

k) Hall-culture study