International business

Project 1: (Mai)
1. Analyse the product/service portfolio offered by the company (BCG matrix)
During the early 1970s, Bruce
Henderson of the Boston Consulting
Group created the BCG Growth-share
Matrix. Overall, Volution’s production
portfolio appears to be well-diversified,
with a mix of established and newer
products that have high growth potential
(a tool for portfolio planning. brands
include Vent-Axia, Manrose, Diffusion,
National Ventilation, PAX, Breathing
Buildings...).
Especially, in the UK construction
industry (Breathing buildings) is a
significant market with highly demand
for energy - efficient and sustainable ventilation solutions .Volution Groups plc has a strong
brand in the UK and its product are widely used in variety of applications, which is called “The
UK leading natural and hybrid ventilation company between monopoly the E-stack mixing
venlation systems and the Breathing buildings NVHR systems. So hybrid ventilation product
classified as a “STAR” in the BCG matrix.

2. Market segmentation theory
 Volution group company has segmented the target market according to the
following 4 factors:
 Geographic Segmentation:




The term “geographic segmentation” is crucial for business when dividing the market

into different regions dependent on gepgraphic such as “ countries, continents , zip
codes, states, trading blocks, cities…” providing for Volution Group in the
international markets the valuable insights into local competition customer behavior to
better understand the unique needs and preferences of customer in each location, then
adjust marketing and distribution strategies to access the customers.
By adjustment the price of transportation is important cost in the value proposition
delivery. Serving clients in different locations will be completely different to ensure
that shipping costs are properly accounted for.
For example: Target market for Breathing Building’s products include The UK,
Scandinavia and central Europe.


 Demographic Segmentation:
The company targets a broad range of customers in terms of the group of age
(from 20-45, 45-60) , gender ( both males and femals), income, occupation
(Professionals, students, house makers), life cycle stage (single student, single
graduates, single people living at home/ not living at home, a young couple
without children, couples with two children in college...) ethnic, generation and
religion. Due to the greater value that Volution Group’s products offer, the
company should divide its clients into two key demographic categories: Income
of the prospective customer and life cycle stage.

 Psychographic Segmentation:
Volution Group use psychographic segmentation to divide the prospective clients
into different segments dependent on – Personality traits, purchasing patterns,
consumption opinion, social issues opinions, leisure activity, hobbies and many
other aspects.

 Behavioral Segmentation:
Behavioral segmentation divides customers into groups based on their – attitudes,

knowlege, uses product, confident, ambitious, hardworking . In the opinion of
many marketing professionals, they suppose the behavior variables are one of
good starting steps to buiding clients segments and helping to looking for
functional benefits. However, it focus on emotional benefits to be gained from
consuming the brand and become a customer loyalty.

3. Recommend for internationalisation (Proportion of its revenue/subscription
generated from international market is a good measure for international
involvement. The outcome of the tasks in project 1 will determine if the
company is ready yet to go international)
Breathing buildings Plc is a UK company develops and commercializes lơ energy e-stack
mixing ventilation systems. In addition, Breathing Buildings Plc has reduced energy
consumption in commercial and insudtrial buildings, to help reduce energy consumption in
buildings effectively. The bussiness is considered as a small-scale corporation with about
11-50 employees and reached £2.1 M ≈ (2.608.956,00$) revenue in the most recent year
(Crunchbase, 2023). Breathing Buildings Plc has invested in research and development to
create new products and improve its existing products, many projects has successfully
implemented in the UK to attract the interest of potential investors and partners, also draw a
planning to expand operations in the new markets with rapid 240,4155% in total assets of
them from 2013-2017. (Endole, 2023, company check ltd, 2021). From here, we can see


that the Breathing Buildings company’s performance in internal markets is good in the
future. Thus, it is possible for the company to internationalize when operating with a model
similar to the international markets currently operating.

REFERENCES
Breathing Buildings (2023). Hybrid ventilation. Volution Ventilation UK Limited trading as
Breathing Buildings. Company Number: 11352032. Available at:
/>Breathing Buildings (2023). What is Mixing Ventilation? Volution Ventilation UK Limited

trading as Breathing Buildings. Available at:
/>EMBA Pro (2022). Volution Group (United Kingdom) Marketing Segmentation, Targeting,
Differentiation, Positioning Solution. Available
at : />Zander Henry (2018), Chiến lược marketing Strategy of Volution Group Plc. Available
at: />
Volution Group plc (2022), Annual report 2022. Available at:
/>Volution_Group_plc_Annual_Report_2022_-_Accessibility.pdf

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