Professional Documents
Culture Documents
A
TERM PAPER
ON
This is to certify that the term paper titled “MARKETING STARETEGY: NATIONAL
HANDLOOM” has been completed by Mr. NITIN BHATI ,student of M.B.A.1st
semester in partial fulfillment of Master of Business Administration Examination 2008-
2009. This is a record of his own work carried out by him under my supervision and
guidance.
I would take this opportunity to thank Dr. M.C. Agarwal , Head of the Department,
DMS for giving me the opportunity to explore and get acquainted to the commercial
world.
Especially, I would sincerely like to thank all the people who spare their precious time to
filled questionnaire, which is the base analysis; it was not possible for me to do it without
their participation.
Lastly, I would sincerely like to thank all the staff members and friends for their valuable
suggestions and cooperation given in doing the work on this term paper.
NITIN BHATI
M.B.A. 1st Semester
CHAPTER SCHEME
1. Introduction
3. Objectives
5. Research Methodology
7. Marketing Environment
8. SWOT Analysis
9. Marketing Mix
12. Conclusion
14. References
15. Bibliography
16. Questionnaire
MARKETING STRATEGY: NATIONAL HANDLOOM
INTRODUCTION:-
Revised definition by AMA “Marketing is the activity, set of institution and processes for
creativity, communicating, delivering and exchanging offerings that have value for
customers, clients, partners and the society at large.”[2]
Marketing has been defined as "The process of planning and executing the conception,
pricing, promotion and distribution of ideas, goods and services to create exchanges that
satisfy individual and organizational objectives."
The area of marketing includes the gamut of business activities involved in the sale of
goods and services such as product planning, packaging, pricing, branding, selecting and
directing channels of distribution, personal selling, advertising, promotion and
conducting marketing research.
MARKETING STRATEGY:
A marketing strategy can serve as the foundation of a marketing plan. A marketing plan
contains a set of specific actions required to successfully implement a marketing strategy.
For example: "Use a low cost product to attract consumers. Once our organization, via
our low cost product, has established a relationship with consumers, our organization will
sell additional, higher-margin products and services that enhance the consumer's
interaction with the low-cost product or service."
The focus of your strategy should be making sure that your products and services meet
customer needs and developing long-term and profitable relationships with those
customers. To achieve this, you will need to create a flexible strategy that can respond to
changes in customer perceptions and demand. It may also help you identify whole new
markets that you can successfully target.
Every business owner should develop a written guideline that sets forth the business's
marketing strategy. This document is used to judge the appropriateness of each action
that the business takes. If a company has to take an action that is off-strategy, it may
indicate a temporary emergency action prompted by competition or other factors beyond
normal management control or it may indicate the need to change or revise the company's
marketing strategy.[4]
Use the following checklist to help create your own marketing strategy.
A good working marketing strategy should not be changed every year. It should not be
revised until company objectives (financial, marketing, and overall company goals) have
been achieved or the competitive situation has changed significantly, e.g., a new
competitor comes into the category or significantly different or new products emerge
from existing competitor.
Marketing Strategy Process:
Marketing Analysis
(Internal)
The next step in Marketing strategy process is the external analysis i.e.
analysis of marketing situation.
The main focus of any Marketing activity is the Customer. The main task
of marketing is to identify and satisfy the needs of the customer. Customers differ in their
age, gender, sex, buying, behaviors, needs & preferences. This makes identifying
customers needs a complicated process. For example:- an individual customer differs
from an industrial customer. Therefore, customer analysis should bring to light the
preferences, expectations, and demands of the customers. [10].
Generic strategies deal with factors that affect the marketing strategy of an
organization. Michael porter identified three generic competitive strategies namely Cost
leadership strategy, Focus strategy, and Differentiation strategy.
Hypothesis:
Here researcher assumes that marketing strategy and planning are necessary thing
for any organization’s to growth and most of organizations want to implement these
strategies successfully on their organization.
Research Methodology:
The project is mainly focused on the marketing strategy of an organization and to
justify the marketing strategies and planning the study is concerned to national handloom
and there competitors .The study is survey based in Jodhpur city. The size of the survey
Performa which contains the various questions regarding above topic. And then the
(b) Secondary Data Secondary data will be collected by Internet, Books and
Magazine.
NATIONAL HANDLOOM CORPORATION:COMPANY
OVERVIEW
COMPANY PROFILE:
National Handloom is the unit of Rational Handloom Co. Pvt. Ltd. It is first big
department of Jodhpur to everybody for everything. It is most successful in Jodhpur and
other cities also of Rajasthan & India.
Initially, it was started by Mr. Chandan Ji Mehta and was known as Chandan
Handloom. Later on it become famous as National Handloom Corporation, a unit of
Rational Handloom. Sojati Gate main market, Sarkit House, Partap Nagar and Sardarpura
its 5 big branches in Jodhpur. Here you get full of shopping material in every department.
Its punch line attractive everybody that is "Saste Sasto Se Sasta, Acche Accho Se Accha"
Its intention that (cheaper than the cheapest, better than the best).
Around 28 years ago, Mr. Chandan Ji Mehta used to sale, ready made cloths on a
small shop then, they started to sale handloom products and then, they never looked
behind. Then they introduced new product lines and gradually they become the king of
the departmental store in Jodhpur. They realized the need of expansion and with new
retail counter at different places and need to hire and train the human resources.
Establishment of NH Stores City Wise:
JODHPUR:
1. Shop No. 5,Nai sadak
2. Shop No. 7,Nai sadak,
3. Pratap Nagar
4. Circuit House Road
5. Sardarpura
6. Sojati gate
JAIPUR:
1. Johri Bazar
2. Vidhya Nagar
3. Vaishali Nagar
AHEMDABAD:
1. C.G. Road
PUNE:
1. Khandwa Road
Expansion of FMCG
Historically, NATIONAL HANDLOOM have derived significant portion of their
revenue from sale of handloom products. In pursuance of their business plan to diversify
their portfolio of offerings, FMCG products play a key role. FMCG products are usually
meant to fulfill the daily needs of consumers and therefore, NH believe retailing of
FMCG products will bring customers to their stores on a frequent basis and this may in-
turn lead to consumption of their handloom products. NH believe retailing of FMCG
products would help them to eliminate the impact of seasonality of the apparels market in
India, which depends on factors such as change in weather conditions and festival
celebrations. In furtherance of their endeavors to reduce costs, NH intends to procure
FMCG products directly from the manufacturers. For this purpose, NH have entered into
and will continue to explore the possibilities of entering into certain arrangements with
domestic FMCG majors on such terms and conditions, which are suitable to their
business model.
Competition
NH face competition from other retailers of similar products and services. These
include standalone stores in the organized and unorganized sector, as well as other chains
of stores including department stores. NH focus on offering our customers a vast variety
of products and services catering to their diverse requirements and needs.
The Marketing Environment
What is the marketing environment?
The marketing environment surrounds and impacts upon the organization. There are three
key perspectives on the marketing environment, namely the 'macro-environment,' the
'micro-environment' and the 'internal environment'.
The micro-environment:
This environment influences the organization directly. It includes suppliers that deal
directly or indirectly, consumers and customers, and other local stakeholders. Micro tends
to suggest small, but this can be misleading. In this context, micro describes the
relationship between firms and the driving forces that control this relationship. It is a
more local relationship, and the firm may exercise a degree of influence.
The macro-environment:
This includes all factors that can influence and organization, but that are out of their
direct control. A company does not generally influence any laws (although it is accepted
that they could lobby or be part of a trade organization). It is continuously changing, and
the company needs to be flexible to adapt. There may be aggressive competition and
rivalry in a market. Globalization means that there is always the threat of substitute
products and new entrants. The wider environment is also ever changing, and the
marketer needs to compensate for changes in culture, politics, economics and technology.
SWOT ANALYSIS: NATIONAL HANDLOOM
Strengths:
Weaknesses:
1. NH is the Jodhpur’s largest retailer and control of its empire, despite its IT
advantages, could leave it weak in some areas due to the huge span of control.
2. Since NH sell products across many sectors (such as clothing, food, or stationary),
it may not have the flexibility of some of its more focused competitors.
3. Company name not recognized on a National/Regional/Local level
4. Rented premises (Adding to costs)
5. Stock problems (currently holding too much/too little)
6. Too much waste
Opportunities:
1. To take over, merge with, or form strategic alliances with other global retailers,
focusing on specific markets such as big developing cities.
2. The stores are currently only in very few cities of countries. Therefore there are
tremendous opportunities for future business in expanding consumer markets,
nation wide.
3. Opportunities exist for NH to continue with its current strategy of large, super
centers.
4. New products and services that can be retailed in their cafes, such as Fair Trade
products.
Threats:
Most product life cycle curve are portrayed as bell-shaped. Unfortunately, the PLC may
be different for different products, different markets and different market conditions (e.g.,
economic forces). Consequently, there is not a one-model-fits-all PLC. Yet there is
enough evidence to suggest that most products experience patterns of activity that divide
the evolution of the product into five distinct stages. These stages are:
Complaints: -
Low variety of product available and customization of products is not there.
Air conditioners are not properly working
Prices are not mentioned at all places and at all products.
Prices are not competitive as they are assumed to be higher when consumers are
visiting other retail outlets.
Grocery items are not sufficient and they are not at all available at many stores.
Clothing items of women are priced unreasonably
Lack of space in the store while shopping and moving within stores.
REFERENCES:
BIBLIOGRAPHY:
Books:
Websites:
1. www.amazon.com
2. www.businessballs.com/swotanalysisfreetemplate.htm
3. http://www.intelliquest.com/resources/technical/MarketSegmentationOverview_
MBIQ_June24.pdf
4. http://www.quickmba.com/marketing/
5. www.about.com
6. ocw.mit.edu/OcwWeb/Sloan-School-of-Management/15-834Marketing-
StrategySpring2003
7. http://marketing.about.com/od/marketingplanandstrategy/a/marketingmix.htm
8. www.salesandmarketing.com/msg/marketing/strategy.jsp
QUESTIONNAIRE
Dear Sir/Madam
I am a student of DMS, Jai Narain Vyas University, Jodhpur and I am
conducting a survey on “MARKETING STRATEGY: NATIONAL HANDLOOM”.
The following questionnaire has been drafted to make me understand the needs and
expectations of customer. Therefore I request you to kindly spare some time and give me
the following information. I assure you that the result of the study will be kept
confidential.
SECTION A
1. Name: ___________________________________________
2. contact no._______________________________________
3. Income___________________________________________
50and Above
6. Occupation:
Service Business
Housewife
SECTION B
Q1. How do you came to know about NH?
a) Tv
b) Radio
c) Newspaper
d) Friends
e) Other
Q2. DO you think companies investing huge money for advertising help them in
increasing their total revenue?
a) Yes
b) No
c) To an extent
d) Can’t say
Q4. Do you think that the social cultural environment of jodhpur has contributed
success of NH?
a) Yes
b) No
c) To an extent
d) Can’t say
Q5. Do you think that location of store affect the consumer buying behaviour?
a) Yes
b) No
c) To an extent
d) Can’t say
Q6. Do you think that NH offers products for all income groups?
a) Yes
b) No
c) To an extent
d) Can’t say
Q7. Do you think that NH provides better facilities than other supermarket in the
city?
a) Yes c)To an extent
b) No d) Can’t say
Q8. Which of the following item constitute the most in your shopping?
a) Food and grocery item
b) Clothing
c) Accessories
d) Others
Q12. How would you rate your overall shopping experience in this retail store?
(Rate on a 10 point scale)
________________________________
Q13.Would you like to come again for shopping in this particular store?
Yes No