The Case: The COVID-19 has extensively impacted almost every industry across the globe and has brought great economic fluctuations for every business sector. However, the sectors that were greatly affected and had extremely hard hit are the ones that come in the category of non-essential spending. Having said this, branded clothing industry and branded footwear are two market giants that fall in the category of non-essential spending, have seen major downfall over the past few months. Specifically talking about Pakistani market, due to the lockdown imposed by government these industries had suffered a lot and seen the toughest time. What has been experienced by the designer made clothing industry worldwide, in the last few months, is just the beginning of a ripple effect. The COVID-19 pandemic has alter the market dynamics. It is observed that online shopping has replaced in-store shopping. During this pandemic, majority of the renowned Pakistani clothing brands have heavily started marketing their products through digital mediums such as Facebook and Instagram. Because of the ban imposed by government due to pandemic Gul Ahmed, Khaadi, Saphire, Sana Safinaz, Nishat Linen and Alkaram are some of the top notch clothing brands that have momentously took the benefit of digital media to carry forward their business operations. Though their clientele and target market is the same but the medium of being connected to them is changed. Previously they were using their physical outlets for product sale now they have acquired digital mediums to target their customers and product sale. Not only has this, but these renowned brands are offering lucrative sales offers to catch the attention of target customers. It has never been observed that the renowned brands are offering sales for such a prolonged period. Since, it is uncertain to predict the betterment in economic condition of the country, this is the reason why majority of the business operations are going online. Requirement: After reading the above case, which of the below product/market expansion grid strategy the clothing industry is following during this pandemic and what benefits they could achieve through it? Support your discussion with logical arguments. 1. Market Penetration 2. Product Development. 3. Market Development. 4. Diversification. *Note: You are required to select only one strategy and mention at least 3 benefits to support your answer. The definitions of strategies are not required.