2017 XLRI JAMSHEDPUR Page 1

COMPANY: DUDLEY
Market Identification Using CAGE Framework:
To analyse the market attractiveness of different markets in the world, we have broken the globe in 6 different sections
that are North America, South America, Africa, Europe, Russia, South Asia and Australia. As Dudley is already present
in North America and South America, we have not included these two region in the analysis.

To measure the attractiveness, we have employed the CAGE framework. This is also the substitute of the Market
Attractiveness in MABA framework. It tried to quantify the different distances between the home country and target
markets. These distances are not just physical distances but include Geographical, Cultural, and Economic distance as
well.

Cultural Difference Administrative Difference Geographic Economic Difference Tot

Difference al
Africa Languag Different Colonial Ties: NO Distance: 8766 Income (Per $ 12,860 5
e: Language mi capita): PPP
Religion: Different Religion Trading Bloc: NO Land NO Natural Resource: High
Border:
Same Currency: NO Same NO
Climate:
Political High Hostility
Hostility:
2 1 1 1
Europe Languag Same Language Colonial Ties: NO Distance: 4903 Income (Per $ 42,380 16
e: mi capita): PPP
Religion: Much Overlap Trading Bloc: NO Land NO Natural Resource: High
Border:
Same Currency: NO Climate: Yes
Political NO
Hostility:
4 3 5 4
Russia Languag Different Colonial Ties: NO Distance: 5518 Income (Per $ 22,540 11
e: Language mi capita): PPP
Religion: Different Religion Trading Bloc: NO Land NO Natural Resource: High
Border:
Same Currency: NO Climate: NO
Political Medium
Hostility: Hostility
2 2 4 3
South Languag Different Colonial Ties: NO Distance: 8109 Income (Per $ 15,500 9
Asia e: Language mi capita): PPP
Religion: Different Religion Trading Bloc: NO Land NO Natural Resource: Medium
Border:
Same Currency: NO Climate: NO

Consumer Behaviour | Section B | Group 1

2017 XLRI JAMSHEDPUR Page 2

Political Medium
Hostility: Hostility
2 2 3 2
Australi Languag Same Language Colonial Ties: NO Distance: 9429 Income (Per $ 45,970 12
a e: mi capita): PPP
Religion: Much Overlap Trading Bloc: NO Land NO Natural Resource: Low
Border:
Same Currency: NO Climate: NO
Political Medium
Hostility: Hostility
4 2 1 5

As the above table shows, the highest score is for Europe. Hence it is the most preferred market.

Marketing and Promotion Strategy:

In the already crowded market, it is difficult for any company to make customers use their product. This is even more
difficult when the customers are professionals and have knowledge about product. In this case it is important to build
credence in customers mind.
The competitive strength/Value preposition Dudley should use it superior quality product because of the use of high
quality raw material and state of the art production technology.
Keeping above two points in mind, Dudley should first try to identify the influencers Saloon chains in the market. These
are the innovators in the market. If these innovators/influencers can be converted to using Dudleys product, the rest of
the market will follow. After identifying these influences, Dudley can arrange a fully sponsored trip for the owners to
the production facility of Dudley. There Dudley can show them around the plant and educate them about products and
about the superior quality. This will build in a credence in customers about the quality of product. And hence product
trials will increase and might help in conversion.

Consumer Behaviour | Section B | Group 1