Memo of Transmittal

Dr. Payal Mehra Written Exceutive Communication Professor, IIM Lucknow Respected Madam,I am pleased to present the report on the case Leccotech: The whole product concept in export marketing to you. The report highlights the concept of the new product which is developed by LECCO Technology and further elaborates on various strategies which they can look into for developing their markets domestically and internationally. The report further classifies the strategies into long term and short term strategy and uses various marketing models to highlight the key differences.Please find the detailed description and exhibits attached along with this report for more elaboration. We look forward for your kind feedback on this report so that we can work on them in our future endeavors.

Audience Analysis: We used Ansoff analysis for understanding about company strategies over both short term and long term. Ansoff matrix consists of 4 ways of increasing Product-Market share which are explained in very short detail below: Market Penetration Increasing market share by using the existing product in existing markets. Market Development Geographically expanding to new areas by using the exisiting products of the company. Product Development Company develops new product and uses it to launch in there existing markets. Diversification - the firm grows by diversifying into new businesses by developing new products for new markets.In our case