J.A.N.I.

S – A Leather You
Can Trust

Tanya Ahmed
DEPARTMENT OF MANAGEMENT

Prepared By
MOONJAREN HUDA 2011158030
JASIA NOOR 2013990030
NOWSHIN ANZUM NUPUR 2013547030
ISFAR ABEDIN OYONTA 2013292030
AHMED FATIN FUAD 2012127630
ii
LETTER OF TRANSMITTAL

20th August, 2022

Tanya Ahmed
North South University
Bashundhara R/A, Dhaka.

Subject: Submission of the group project.

Dear Ma’am,

We have finished a detailed report regarding the intended expansion of MDO Inc.
to a foreign country in accordance with the requirements of the course BUS251
(Business Communication) and your instructions. In doing so, we have used the
knowledge learned in the course as well as reliable sources and writings
collected from online platforms.

The report includes basic South Korean facts, such as the country's geography,
history, and economy. It also covers the country's culture, including its
distinctions from other cultures, as well as its norms and values. After
establishing this structure, the report moves on to the essential parts of our
analysis, including competition, advertising, staffing, and the laws and
regulations related to the region's growth and, most significantly, it's business
communication aspects.

We hope you will find the contents of this report to be properly organized with
enough information to back up the conclusion we have drawn.

Sincerely,
Moonjaren Huda
Jasia Noor
Nowshin Anzum Nupur
Isfar Abedin Oyonta
Ahmed Fatin Fuad

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 ACKNOWLEDGEMENT

To begin with, thanks to Almighty Allah's grace, we were able to

accomplish this job on schedule despite a few difficulties.

Tanya Ahmed, our respected course lecturer, deserves a special thank you

for leading us through the entire semester with patience and the

greatest care. We will be thankful to her for allowing us to work on this

report.

Finally, we'd want to convey our profound gratitude to everyone who

assisted us in completing this report.

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 TABLE OF CONTENT

1. EXECUTIVE SUMMARY…………….......................................................................................................... 1

2. INTRODUCTION………….…………............................................................................................................ 2

3. HISTORY.......................................................................................................................................................... 4

4. GEOGRAPHY.................................................................................................................................................. 5

5. CURRENCY OF SOUTH KOREA............................................................................................................. 6

6. POPULATION OF SOUTH KOREA....................................................................................................... 7

7. CUSTOM OF SOUTH KOREA.................................................................................................................. 8

8. CULTURAL FACTORS

People...................................................................................................................................................... 9
Clothing Style........................................................................................................................................ 9
Social Class.......................................................................................................................................... 11
Political Environment.................................................................................................................... 12
Economy.............................................................................................................................................. 12

9. CLIMATE OF SOUTH KOREA.............................................................................................................. 13

10. POLITICAL AFFLICTION WITH THE UNITED STATES...................................................... 14

11. TIME AWARENESS AMONG SOUTH KOREANS..................................................................... 14

12. CONCEPTS OF PERSONAL SPACE AMONG SOUTH KOREANS....................................... 14

13. OVERVIEW OF THE BUSINESS....................................................................................................... 15

14. COMPETITION IN LEATHER ACCESSORIES IN SOUTH KOREA

Prada...................................................................................................................................................... 16
Ralph Lauren...................................................................................................................................... 16
Louis Vuitton...................................................................................................................................... 17

15. J.A.N.I.S – A LEATHER YOU CAN TRUST.................................................................................... 18

16. ADVERTISING

Offline Marketing............................................................................................................................. 19
Online Marketing.............................................................................................................................. 19

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 IMC Tools............................................................................................................................................. 20
IMC Tool Objective Communications For Budgets & Advertising Planning…....... 21
Media Schedule................................................................................................................................. 21

17. STAFFING.................................................................................................................................................. 22

18. RESEARCH & DEVELOPMENT........................................................................................................ 23

19. LABOR SUPPLY...................................................................................................................................... 23

20. LABOR POLICIES................................................................................................................................... 23

21. MARKETING MIX................................................................................................................................... 24

22. PESTEL ANALYSIS................................................................................................................................ 25

23. RECOMMENDATION............................................................................................................................ 29

24. REFERENCES…........................................................................................................................................ 30

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 EXECUTIVE SUMMARY

J.A.N.I.S is a leather company under MDO Inc., which makes leather products like-
Jackets, Pants, Boots, and Wallets. Its headquarters are situated in Grand Rapids,
Michigan, USA.

Mr. Mark Orr, who is the CEO of MDO Inc, is concerned that his company is falling
behind as another competitor company has extended their business abroad. So, he
decided to expand his business to a non-English country so that MDO Inc could catch up
with its competitors and can explore the new market region.

This report discusses various aspects of the Republic of Korea (South Korea) after
analyzing to see if the expansion is realistically possible, which Mr. Mark Orr believes.

The content in this report includes information about South Korea, such as Geography,
History, Politics, Economy, Climate, etc. Besides, there is a discussion about the culture
and religion of South Korea, which is very important for the expansion of the company.

After that, the report shows the business plan, which the company believes to be
successfully implanted in South Korea to match the footsteps of the competitors.
Besides, the company planned to be innovative and consumer friendly and also reduce
the language barrier to establish nonstop communication between the employees and
the employers.

Establishing communication is necessary for the expansion of MDO Inc. as it leads to a

company's success. Above all things, the CEO of the company, Mr. Mark Orr, has the
ability to judge whether the company should expand or not.

1
 INTRODUCTION

The CEO of MDO Inc., Mr. Mark Orr. His corporation is widely known throughout the
United States and is financially stable. The headquarters are located in Grand Rapids,
Michigan. Mr. Orr is worried that many corporations similar to his are expanding
globally. So, he gave us the opportunity, so we will launch a leather clothing brand in
South Korea. We will target the leather brand companies in South Korea.

OBJECTIVE OF RESEARCH

The goal of the examination is to discover in subtleties whether South Korea is prepared
for MDO Inc. to enter as a leather product brand name J.A.N.I.S. To track down this out,
we have looked widely into the accompanying:

ASSUMPTIONS

MDO Inc. intends to expand its leather business in South Korea. The company expects
that it will be a factual try to set up a leather products business in South Korea.
Depending upon the issues, some significant modifications can be made, and customers
can experience the upside of progress through a fundamental update. For instance, a
country that also needs data as corroborant assistance can request MDO Inc. to arrange
a video call where experts can team up with the CEO in every way that really matters.

LIMITATIONS

As we didn’t have the chance and time to conduct research in South Korea, also we
didn’t have enough sources to arrange a meeting with some experienced
businessperson from South Korea; hence we grabbed another source to conduct our
exploration absolutely free through the web and print assets.

2
 RESEARCH QUALITIES

The results of this report are not fairly in their maximum capacity. This is an optional
examination as a result of numerous data we have collected from the web were not
accurately correct because much of the time, various information appeared on the web
for similar data. But we try to make this report quite realistic.

RESEARCH METHODOLOGY

Our primary source of information for this group project will be secondary sources such
as magazines and newspapers. We will also collect information through Facebook,
YouTube, and Google. We will also be going to watch short films or documentaries to
gain more knowledge for this group project. For our secondary research, we also plan to
use an e-library, also few books, and reports on business companies in the country that
we are going to work on.

PURPOSE STATEMENT

3
 HISTORY

The first dynasty of South Korea was Goguryeo

Dynasty, and the most popular and strongest
dynasty was Goryeo Dynasty. The most
powerful king of the Goryeo dynasty was the
4th king Gwangjong of Goryeo. Following the
First Sino-Japanese War, Joseon gained
independence from the Qing Empire. Many
leaders also desired the Empire's shape
because they believed it to be the most
effective means of preserving independence.
The Korean Empire was proclaimed by Gojong
of Korea at the urging of numerous authorities.
This Empire stood until 1910, and then the
Empire was abolished. But the history of South Korea began in 1948 with the
establishment of South Korea. In the past fifteen years, South Korea has thrown off the
collar of authoritarian authority to emerge
from forty years of oppressive colonial rule
by Japan, followed by a life-or-death conflict
with North Korea. South Korea has
diversified its economy and moved toward
self-reliance after surviving an economic
collapse in the 1990s that required an IMF
bailout. South Korea is steadily advancing
toward a position of total self-defense, even if
it still asks for American soldiers to be
stationed there.

4
 GEOGRAPHY

Geographically, South Korea is situated in East Asia. This country is on the southern
portion of the Korean Peninsula below the 38th parallel of latitude and situated out far
away from the east of the Asian Landmass. The official name of South Korea is the
Republic of Korea, and the capital city is Seoul. South Korea has a land border with
North Korea, lying to the north with 238 kilometers of the border running along the
Korean Demilitarized Zone. This country is mostly surrounded by waters and has 2,413
kilometers of coastline along three great seas. The yellow sea forms the country's
western border, and the Sea of Japan forms the eastern border. Geographically, the
landmass of South Korea is approximately 100,032 square kilometers. Among them,
South Korea is occupied by 290 square kilometers of water. The approximate
coordinates are 37° North and 128° East. South Korea mainly consists of hills and
mountains, but there are also coastal areas in the west and south parts of the country.

5
 CURRENCY OF SOUTH KOREA

Since 1945, South Korea has used the South Korean "won" as its official currency.
However, the Hwan would later temporarily take its place. It is divisible into 100
dollars, for which there is no equivalent in any other currency. "Wones" is the plural
form of "won." The "Bank of Korea," the nation of Korea's central bank, which is
headquartered in Seoul, is in charge of overseeing its issuance. The utilized code is
KRW, and the won symbol is ₩. The financial subunit of 100 jeon is one won or one
won. The jeon now only appears in foreign currency rates and is no longer utilized for
regular transactions.

At first, the South Korean won was pegged at a rate of 15 won to 1 USD. After that, the
currency would see several devaluations, some of which were caused by the Korean
War. Currently, 1311.50 won is equal to 1 US dollar. In South Korea, both coins and
banknotes are accepted. Currently in use are 1, 5, 10, 50, 100, and 500 won coins, as
well as 1,000, 5,000, 10,000, and 50,000 won banknotes. The South Korean National
Assembly has often proposed redenominating the won by creating a new won or new
unit equal to 1,000 old won and roughly equivalent to one US dollar. Most people are
still opposed to the proposal, despite arguments from supporters that a more valuable
currency unit better reflects the strength of the country's economy. The following
justifications are given: immediate economic harm, lack of concerns over the public's
faith in the won and its inflation rate, modest cost savings, and the existence of more
pressing economic challenges.

6
 POPULATION OF SOUTH KOREA

According to a survey, South Korea is expected to hit its summit population of 51.35
million by 2024. South Korea's population growth has decreased from 0.1% to 0.09%
from 2019 to 2020. The Lowest fertility rate in the world is in South Korea; the rate is
0.92. It means that women in South Korea have less than one child, on average. Women
are unwilling to have children or get pregnant because of the high costs of education,
home prices, etc.; the most common reason is that returning to work after giving birth
becomes very difficult for women. That's the reason the aging population is increasing
rapidly in South Korea. By 2065, it's anticipated that about half of South Korea's
population will be older than 65. That will be the biggest threat to South Korea's
military and economy. According to a report, Seoul is the most populated city in South
Korea. It has a population of 10,349,312 in 2022.

7
 CUSTOM OF SOUTH KOREA

South Korea is a lovely country with different customs. Like Koreans bow to one
another while greeting and departing. The younger ones should bow lower than the
elderly. This is especially common on the first meeting, and future meets often involve a
slow, polite nod. Food and dining are key
aspects of Korean culture and are used to
strengthen bonds. Koreans are very generous
and enjoy receiving presents. They accept the
present with both hands but never immediately
open it. They wait till the giver is absent. Korean
traditional attire reflects their joy in life and
respect for values. Their traditional dress is called Hanbok. According to Korean history,
this attire has remained unchanged for nearly 5,000 years. Although their Korean
ancestors favored the color white, the Hanbok is now worn in beautiful colors and
designs. Nowadays this dress is only worn for special events such as weddings or
certain traditional festivals.

8
 CULTURAL FACTORS

PEOPLE

It was long thought that the Koreans had ancestors from Central Asia, the Lake Baikal
region of Siberia, Mongolia, and the Yellow Sea coast. South Korea respects religious
freedom. The main formal religions are Confucianism, Buddhism, and Christianity.
Korean, often known as Hangul, is South Korea's native and official language. Koreans
speak one language, with around seventy million people worldwide speaking Korean.
Most Koreans are quiet and kind, and crime is quite low in most areas of the country.
Even as a woman, it is safe to walk at night. Respect for elders is an important part of
South Korean culture as a highly cultured society. In society, senior citizens are
respected and honored.

CLOTHING STYLE

Traditional:

The Hanbok (한복) is a characteristic piece of apparel that is exclusive to Korea. Korea

has only given up wearing Hanbok every day over the past 100 years or so. Before then,
different hanboks were worn every day based on one's class (higher classes wore a
more colorful version), the season, whether a special event was taking place, and more.

9
The Hanbok is a wardrobe staple for Koreans. Hanboks, however, can also be rented for
an hour or two in specialized stores close to locations like Seoul's Gyeongbok Palace,
Bukchon Hanok Village, and Jeonju Hanok Village. The hanboks are worn on these
occasions purely for enjoyment.

Modern:

Korea has its own unique style of clothes that makes it stand out from the rest of the
world. Even though many younger Koreans still like to wear clothes from the West,
there are a lot of things about both formal and casual Korean fashion that are quite
unique. Most Koreans don't wear one specific style of clothes, like goth or preppy.
People in Korea care a lot about how they look from head to toe, which is clear on the
streets. For both formal and casual clothes, people usually don't just throw on the first
thing they find in the closet. Instead, they think about what they want to wear and plan
it out.

A few things like oversized pullovers, ripped jeans, chunky leather boots, leather
jackets, sneakers, big sunglasses, suits, backpacks, A-shaped skirts, biker jackets, and,
most importantly, white tees are the basics of Korean fashion.

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Korea has been linked to fashion in the past. Korean style can be thought of as a way of
life that Koreans follow every day, no matter what. Koreans have to look good
everywhere they go, whether it's to work, play sports, have a day off, go to dinner,
school, or just hang out. Korean fashion is for everyone and anyone. Unlike Western
fashion culture, where people are expected to dress in gendered colors that limit what
they can or cannot wear, Korean fashion lets people wear a variety of colors and dress
up for any occasion without worrying about color restrictions.

SOCIAL CLASS

52% of the people in South Korea are atheists or don't believe in God. The religious
people in the second half of the population are split in the following ways: 18% are
Protestants, 16% are Buddhists, 13% are Catholics, and 1% are members of other
religions or cults.

The once-dominant Confucian culture, which emphasizes respect for ancestors, age, and
seniority, still affects a Korean family, work, and social life, but not as much as it used to.

South Korea and other East Asian countries created a middle class during late
industrialization before the capitalist class achieved intellectual control and industrial
workers unified. They couldn't ideologically or organizationally lead the middle class.
Middle-class isn't "dependent" Middle-class intellectuals led South Korea's minjung
movement, which offered an alternative worldview, new political languages, and
organizational networks.

11
 POLITICAL ENVIRONMENT

South Korea has a history of many political occurrences, such as many of South Korea's
presidents having to go to jail for corruption. At present, the political environment is
stable and helping the country to grow rapidly. South Korea became a rapidly
developing economic country from the most hopeless country after being devasted by
the Korean War. Under South Korean President Moon Jae-in and his administration,
they aimed to advance ties with India and the Association of Southeast Asian Nations
(ASEAN), which was the policy to diversify its economic and strategic relationships
between its closest ally, the United States, and the largest trading partner, China (The
Political Framework of South Korea - Economic and Political Overview - International
Trade Portal International Trade Portal, n.d.).

ECONOMY

South Korea's economy is a combination of many factors. Its economy ranks 10th
globally and fourth in Asia in terms of nominal GDP. South Korea is famous for its rapid
economic growth, going from an undeveloped
country to one with a high standard of living in
just a few generations. South Korea's economy
mainly depends on exports to expand, and some
of its most significant exports are finished goods
like electronics, textiles, ships, automobiles, and
steel. Due to pricing differences between local
agricultural products like rice and those sold
abroad, the agriculture sector has remained
protectionist even if the import market has
liberalized recently. Since rice in South Korea
was four times more expensive than the global
average in 2005, it was thought that liberalizing
the agricultural market would have a negative
impact on the country's agricultural industry.

12
South Korea has developed into a $2 trillion elevated industrial economy, driven by
industries including electronics, telecommunications, automobile manufacturing,
chemicals, shipbuilding, and steel, after decades of fast economic expansion and global
integration. Aging populations, low worker productivity, and the requirement to
undertake a structural transition away from excessive reliance on an export-led
development model and expansionary fiscal policy are all daunting difficulties.

CLIMATE OF SOUTH KOREA

A temperate climate with four distinct seasons can be found in South Korea. Typically,
winters are lengthy, chilly, and dry. The summers are quite brief, hot, and muggy. While
nice, spring and autumn are only fleeting. In January, Seoul's average temperature
ranges from -5 to -2 degrees Celsius (23 to 28 degrees Fahrenheit), whereas in July, it
ranges from 23 to 26 degrees (73 to 79 degrees Fahrenheit). The nation typically
receives more than enough rain; it very seldom receives less than 75 centimeters (29.5
inches) in any year (39.3 inches). Precipitation totals can, however, change from one
year to the next. About every eight years, there are severe droughts. The majority of the
yearly precipitation, or around two-thirds, occurs between June and September.

POLITICAL AFFLICTION WITH THE UNITED STATES

One of the most significant strategic and commercial allies of the United States in Asia is
South Korea. After being elected as the president of South Korea, Yoon Suk-yeol claims
he intends to make South Korea a "global key state" by increasing its visibility outside of
the Korean Peninsula, participating more actively in regional alliances, and supporting
the United States Indo-Pacific policy. South Korea has been one of the biggest Asian
markets for apparel products and has become a lucrative destination for RMG
industries. It will be a great choice to do business with our leather products in South
Korea.

13
 TIME AWARENESS AMONG SOUTH KOREANS

South Korean people are very much punctual and use every time accordingly. Being
early in a meeting or on time is the punctuality of South Korean people. Besides, timing
and timeliness are very important to Americans. People are generally perceived as
being impolite or unpleasant when they are late or delayed. But there are some
situations where being late is acceptable (for example, when attending large parties or
social gatherings).

CONCEPTS OF PERSONAL SPACE AMONG SOUTH KOREANS

In South Korea, personal space is not particularly respected. People often anticipate
encounters with strangers on crowded streets and don't apologize or show concern
when their personal space is violated (South Korean Culture, n.d.). On the other hand,
compared to South Korea, Americans tend to prefer a little bit more personal space. The
majority of Americans cherish their privacy and get uneasy, agitated, or anxious when
someone approaches them too closely. This is especially valid when interacting with
strangers, meeting new people, and in groups (2014).

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 OVERVIEW OF THE BUSINESS

MDO Inc. is a United States-based leather product company. We make variously typed of
leather products such a- Leather jackets, leather pants, leather wallets, etc. We will be
making seasonal and off-season leather products. We will manufacture normal stylish
leather jackets for off-season usage. As South Korea becomes very cold during the
winter season, there will be a special leather jacket to tackle the winter to enjoy the
chilly season with heart content.

➢ Will there be any new customers for any season?

We want to take the initiative for Christmas because people are fond of shopping in this
season, and we need to prepare for it.

➢ What is the growth rate in the leather market?

As we are totally new in the market, so we will stay in the early stage, but soon we will
grow. Now we have some limitations like we have few products, but after growing, we
are going to many more products such as leather bags, leather belts, leather sports
items, leather hats, and leather watch straps. Our J.A.N.I.S is very popular among the
people of South Korea, so we have a long to go. For now, we have our factory in Seoul.

➢ What are the initial challenges of the leather products industries in South
Korea?

One of the concerns is how many days we will be open as the production cost is very
high in South Korea due to lack of power, so we need to use the generator in our factory
to produce. As the prices of all things have risen in the world, the distribution cost has
also increased. These factors are the main challenges for J.A.N.I.S. Because these factors
will impact our consumers, production, and profit, we hope all these challenges will
soon be fixed.

15
 COMPETITION IN LEATHER ACCESSORIES IN SOUTH KOREA

PRADA

The brand Prada has been around for more than a century. Mario Prada started the
House of Prada in 1913. The first store was on the famous Galleria Vittorio Emmanuele
II in Milan. At first, Mario Prada ran this store, which sold travel items, trunks, steamers,
and other leather goods.

In Yongin, South Korea, in the prestigious Gyeonggi Shinsegae department store, Prada
opens its first store. People know that Prada sets the tone for the future of fashion and
goes where others are afraid to go. Leather jackets from Prada are always in style. The
brand is known for its clean, simple designs that pay close attention to details.

RALPH LAUREN

Ralph Lauren Corporation is an American fashion company that has been in business
since 1967 and is traded on the stock market. It was started by American fashion
designer Ralph Lauren. The company is based in New York City and makes products
that range from moderately priced to very expensive.

Ralph Lauren Corporation is a world leader in

designing, marketing, and distributing high-end
lifestyle products in five categories: clothing,
accessories, home, fragrances, and hospitality.
Ralph Lauren's reputation and unique image

16
have been growing for over 50 years. This has happened across a growing number of
products, brands, and international markets.

LOUIS VUITTON

Louis Vuitton Malletier, better known as Louis Vuitton, is a French luxury fashion house
and company started by Louis Vuitton in 1854. The label's LV monogram is on most of
its products, from luxury bags and leather goods to ready-to-wear shoes, watches,
jewelry, accessories, sunglasses, and books.

According to several industry officials, Louis Vuitton, a brand that used to be a sign of
prestige for Koreans when they went abroad, is leaving some duty-free stores in Korea.

17
J.A.N.I.S - A LEATHER YOU CAN TRUST

18
 ADVERTISING

Advertising plays a significant role in expanding a business internationally or nationally.

It’s quite common that customers will not eagerly accept the products of different
regions. Even many of the customers might not know about MDO Inc.’s leather product
brand J.A.N.I.S. As a result, they will not buy any product from that company. So, to
attract the customers to buy leather products of J.A.N.I.S. We can advertise our products,
which will create new needs and demands among the customers. Certain actions should
be accomplished to do it. Such as-

OFFLINE MARKETING

As J.A.N.I.S is very new to the people of South Korea, so it is very natural that they won’t
buy any products from that. To make them purchase our leather products, we have to
advertise through an in-store event or product launch. Also, we will do other offline
marketing to gain their attention, such as Billboard ads, print ads, newspaper ads, and
discount pricing on some occasions (New Year, Christmas, etc.). We will also choose a
spokesperson (celebrity) to promote our product.

Get It Now

ONLINE MARKETING

In the present day, people prefer online over offline marketing. As they always use
many kinds of social media. So, if we can attract our customers through social media,
J.A.N.I.S. will be able to gain success in a short time. So, for online marketing, we have
also chosen some platforms such as Facebook, Instagram, YouTube, etc. J.A.N.I.S is going
to promote its products on these platforms.

19
 IMC TOOLS (INTEGRATED MARKETING COMMUNICATION)

Internet Marketing: We are going to create a website for our J.A.N.I.S leather product
that will contain all the important information about our company that will be helpful
for the new customers.

Social Media Marketing: For our company, we are also going to choose social media
marketing to advertise our leather products, and we will also share our company’s
important information there with the customers. For advertisement and providing
information, we have chosen Facebook, Instagram, YouTube, and Twitter.

Public Relation: For our J.A.N.I.S leather products, we will boost public relations with a
strong and best slogan- “A LEATHER YOU CAN TRUST.”

Personal Selling: With our valued client, we would prioritize forging a lifelong bond.
Face-to-face contact will help us better grasp the demands of our clients.

Sales Promotion: We will offer our customers- gifts, free shipping, and discount
coupon.

Direct Marketing: Our company might have been able to market its name and products
to the public without the aid of distribution companies.

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 IMC TOOL OBJECTIVE COMMUNICATIONS FOR BUDGETS AND ADVERTISING
PLANNING

Our leather product J.A.N.I.S will spend 40% of its budget. The efficiency of the customer
acquisition marketing tool will decide how the money is distributed. For billboards, our
company will assign more cash. For the allocation, the following tabular calculation is
made:

Marketing Tool Budget Allocation

Internet Marketing 10%

Social Media Marketing 10%

Public Relation 10%

Print Ads, Newspaper Ads 15%

Direct Marketing 25%

Outdoor billboards, Print ads, Newspaper ad 30%

MEDIA SCHEDULE

Promotional Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
tools
Social Media
ads
Billboards

Sales
promotion
PR activities

Website

Print

21
 STAFFING

Recruitment of employees for specific jobs inside an organization is known as staffing.

Human resources are undoubtedly among the most important for any organization, as
they enable the effective and efficient use of all other resources, including cash,
materials, equipment, etc. As a result, each person must acquire the proper position
inside the organization to obtain the appropriate job based on their potential, talent,
and skills. It will help the organization achieve its pre-determined goals by providing a
100 percent workforce.

STAFFING TECHNIQUES THAT MDO CAN USE

MDO can use the following staffing techniques to recruit skilled employees:

1. Determine business goals.

2. Create detailed job descriptions that include employment responsibilities,

obligations, and essential abilities.

3. Invest time in examining the present staffing dynamics of the company.

4. Examine the existing workforce, analyze each employee's abilities, and rearrange
available manpower to maximize the various job functions.

5. Develop training methods and training sessions for recruits to help speed the hiring
process from the screening stage through deployment.

6. Plan for future workforce requirements. Creating a staffing strategy entails

projecting and estimating anticipated future personnel demands.

7. Establish the ideal culture and work experience to attract the best candidates and
increase job satisfaction among new workers.

22
 RESEARCH AND DEVELOPMENT

The research initially looks at general issues that influence the labor market's supply
and demand sides. This creates a framework for a deeper investigation of policy issues
on particular subjects like creating new jobs and increasing workers'
productivity, boosting productivity through better education and investment in new
skills, and putting in place labor policies to meet the old and new customer retention.

LABOR SUPPLY

Regular and nonregular employees make up the two segments of the South Korean
labor market. Regular workers may expect lifelong employment, little layoff risk,
adequate social security, trade union representation—at least in big industrial
companies—and limited intra-company mobility in the labor market. Regular
employees' pay is still determined by seniority (Asian Development Bank Institute,
2007).

LABOR POLICIES

In 2018, the South Korean Labor Standards Act (the LSA) specified that an employee
might work a maximum of 52 hours per week rather than 68 hours per week (Labor
Policies in South Korea | Global People Strategist, 2022). This policy would apply to
different businesses on different days, depending on the number of employees each
business had. Companies with 50 or more workers were required to follow the 52-hour
work week guideline.

23
 MARKETING MIX

Products: Various leather products are offered in our company J.A.N.I.S. Such as leather
jackets, leather pants, leather gloves, leather wallets, leather boots, etc.

Place: These products will be sold across many parts of South Korea. The main parts
are- Seoul, Busan, Incheon, Daegu, Geoje, and Daejeon.

Price: As we offer leather products in J.A.N.I.S, so we have set our product prices at a
high level. The prices of the products are- a leather jacket ($2500), leather boot
($3000), leather pants ($2500), leather gloves ($1000), and leather wallet ($1800).

Promotion: J.A.N.I.S will promote them through digital media like Facebook and
Instagram sharing. We are emphasizing both online and offline for marketing. We will
also use some IMC tools to promote our products- PR activities, Sales promotion, etc.

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 PESTEL ANALYSIS

POLITICAL

Business activities are impacted by political instability in a nation. This is especially true
for businesses that conduct business worldwide. The political environment affects a
business directly. Also, political factor plays a significant role in terms of business
profitability. The Profitability of a business highly depends on a country's political
stability. There are some political factors J.A.N.I.S should consider before expanding its
business in South Korea. The factors are:

1. Tariffs
2. Tax Policy
3. Government involvement in trade unions and agreements
4. Import restrictions on quality and quantity of production

Why should J.A.N.I.S consider the importance of political factors before expanding in
South Korea?

1. Government views business organizations as a critical vehicle for social reform.

2. Governments enact laws that have an effect on how a company interacts with its
clients, vendors, and rival businesses.
3. The government must safeguard the public interest.
4. The economic climate is influenced by government policy.
5. The stability of a political system can affect the appeal of a particular local
market.

For almost a decade, the political condition between the USA and South Korea has been
stable, so taxes, shipping costs, and so on are also almost stable. So, it is easy to forecast
and calculate the situation and risks easily.

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 ECONOMICAL

This factor views how economic factors affect a business's overall performance. The
economic factor that impacts the business performance are:

1. Inflation
2. Exchange Rate
3. Interest Rate
4. Foreign Trade Rate
5. Consumer disposable income, etc.

After the pandemic, the economic situation is gaining back slowly its previous
appearance. But it needs more time. As a result, the export and import costs and
delivery charges have increased, which harms the business very effectively. However,
now the business overcomes all the problems and does better and more profitably. Also,
the economic factors of South Korea are stable, so it will be very easy for J.A.N.I.S to gain
marketplace.

SOCIAL

Economic aspects are typically easier to measure than social ones. They refer to changes
or evolutions in stakeholders' perspectives on life and leisure, which might have an
impact on business operations. The social factors business must consider are:

1. Demographic considerations'
2. Lifestyle trends
3. Consumer belief
4. Attitudes around working conditions
5. Income growth

The lifestyles of the South Korean people will have an impact on J.A.N.I.S. Their beliefs,
attitude, income growth, and demographic growth all will be considered by J.A.N.I.S.
Because if these factors are in a positive condition, J.A.N.I.S will be able to expand
successfully.

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 TECHNOLOGICAL

Technology plays an important role in business in the present world. Because now the
world has become technology based. The managers, employees, and analysts must
know the use of technological equipment. Also, they must know how technological
factors impact the business. The technological factors business must use:

1. Automation
2. Research and development (R&D)
3. Cyber security
4. Technology infrastructure (4G, 5G, etc.)

J.A.N.I.S should also analyze technological factors. The techniques J.A.N.I.S use for
Technological analysis are:

1. Benchmarking
2. Capacity management
3. Incident management
4. Technical feasibility
5. Bottleneck
6. Problem-solving
7. Troubleshooting

Technology's effective use can be proven a golden key for any business. As the
pandemic situation is over, people are now used to online shopping, and this is the time
to grab it. So, the owner highlighted their page however he could and displayed it more
attractively. As most people now depend on modern technology, it is really easy to place
orders for people and take orders, prepare and deliver for the owner.

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 ENVIRONMENTAL

A business product must be environment friendly or sustainable. Every organization

should consider the environment before producing its products. The environmental
factors a business should consider:

1. Climate change impact

2. Natural resources
3. Weather

At present, saving the environment is a major issue. To save the environment, J.A.N.I.S
will use materials for the products that will be very environmentally friendly. Also,
J.A.N.I.S will not use any plastics for packaging. Rather, they will use paper packaging.
Also, the products of J.A.N.I.S are ISO 14000 certified.

LEGAL

A legal factor is one that results from changes in the regulatory environment and may
have an impact on the overall economy, a particular industry, or even a single business
within a given sector. The legal factors J.A.N.I.S will consider:

1. Protection Of IP
2. Employee law
3. Patent
4. Consumer safety
5. Labor laws

From the start of the business, J.A.N.I.S is going to consider all these legal factors,
especially consumer safety. This will help J.A.N.I.S to expand its business without any
legal issues.

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 RECOMMENDATION

As the consultants, we humbly request that Mr. Mark Orr, CEO of J.A.N.I.S, observe the
following recommendations:

Since this is an expansion of J.A.N.I.S, it will be the best decision if Mr. Orr supplies raw
materials from South Korea because it will reduce the cost of transportation of raw
materials if it is imported from the USA.

Mr. Mark Orr should establish a stable connection so that the employees and the
employers can communicate within the company as well as with the main branch in the
US. For example, WhatsApp groups, messenger groups between the employees and also
the employers along with the top manager and CEO of J.A.N.I.S.

The laborers from the USA and South Korea are hired per three-year renewing contract.
This will help the laborers to be in a stable communication situation with both cultures.

The culture of South Korea is unique and also conservative, so Mr. Orr suggests making
all the leather products with a design to reflect South Korean culture and modern
culture, and also to observe what kind of designs South Koreans love.

South Korean people do not speak English, they use the Korean language to
communicate, and very few Koreans know English, so Mr. Orr will hire a translator who
has proficiency in both English and Korean. It will remove the language barrier so that
every document written in English can be translated accurately into the Korean
language. It will grow cross-culture relations between both countries.

Also, J.A.N.I.S. should conduct a more feasible cost analysis before deciding whether they
should expand or not in South Korea. Also, it will help the company to know how much
profit they will earn.

As Mr. Orr is establishing a business in South Korea, Mr. Orr will give the Korean
government the required amount of tax. Also, J.A.N.I.S. should employ the main
important key financial indicators to forecast its financial prospects.

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