Samenvatting

This research is done for ABM-idea. The central aspect of the assignment is to investigate possible expansion of business for ABM by maintaining the sales in the Italian market. By means of this research, the following recommendations were reached:

Recommendation 1: The economic situation of the entire world is still
unstable. The economic condition of the Italian market is also not
optimistic. People's consumption level is still very low. ABM import
products at a suitable price would allow them to meet the demand of
customers for cheaper products. This strategy of ABM would fit in the
economic situation.

Recommendation 2: Customers may think the quality of cheap products is low. In order to improve their reputation, ABM is trying to establish itself as a brand. The ABM logo appears on their products. ABM can also monitor the whole process of manufacturing in China and every item can be checked before delivery. If the product has any quality problem after selling, it can be changed or the money will be refunded within a month.

Recommendation 3: The best alternative is alternative one which is to
penetrate more on the target market that already exist and sell products for cheap prices. Thus, combined with the SWOT matrix, focusing on the Italian market and selling the products at lower prices is the best solution for ABM under the economic crisis since this would give the company more sales and less expenses