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International Marketing Plan

International Marketing Plan



|Views: 9,088|Likes:
Published by Hax33b
Developed and won appreciation in the course of International Marketing in MBA

Hax33b Murtaza
CIIT Lahore
Developed and won appreciation in the course of International Marketing in MBA

Hax33b Murtaza
CIIT Lahore

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Published by: Hax33b on May 30, 2008
Copyright:Traditional Copyright: All rights reserved


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Crafts International Marketing Plan
1.0 Executive Summary
Crafts International is startup export organization, the products in which Crafts is dealingare Handicrafts. Crafts is developing its network of supplies of handicrafts from thedifferent parts of the country .In conjunction with the local handicrafts manufacturersCrafts is dealing in the Textile handicrafts, Clay, Metal and Jewellery, Hand knittedcarpets ,Stone Crafts, Glass, Ceramic and Onyx, Camel and Snake skin products, Pottery,Costume dolls, Shell and bone products and woodwork. In contrary to that we aredeveloping a market plan for our organization to export our products to Germany. Theresearch is done on the German handicrafts markets in this regard centre for businessdevelopment for developing countries market survey played a vital role in developing thestrategies. The market of handicrafts is on boom and Pakistan share is very less existentin German markets. To fill that gap we are concentrating on the premier hand madehandicrafts, to compete with the local competitors in Germany along with the big playersin the market like China. The Competition is fierce due to bulk of cheap machine madegoods by the competitors; the focus of crafts would be on pure craftsmanship and valueaddition to the consumers. We will sell initially through the local distribution network which includes, wholesalers, importers, under the contract terms. We have to develop therelationship with the retailers in order to penetrate the market.
COMSATS Institute of Information Technology Lahore.
Crafts International Marketing Plan
2.0 Introduction
Crafts International is the newly born Export organization which deals in the Textilehandicrafts, Clay, Metal and Jewellery, Hand knitted carpets ,Stone Crafts, Glass,Ceramic and Onyx, Camel and Snake skin products, Pottery, Costume dolls, Shell and bone products and woodwork. The purpose of building such an export organization is dueto the fact that the handicrafts market has been largely ignored by the Pakistani exporters.Our target market is the Germany, The products under the Crafts international Signaturewould be totally customized to serve the German likings and standards. This would provide Crafts International with an extra ordinary opportunity for market growth ashandicrafts and decorative industry is on boom in Germany. The company has developedits market plan which is as under.
3.0 Situation Analysis
The need of exporting handicrafts in German market arises by observing the worldwidetrend of handicrafts markets and the share of Pakistani handicrafts in the world markets.As per a report from
Federal Bureau of Statistics
, handicrafts exports dropped 78 percent in the first half of the 2006.Pakistani handicrafts are losing share in globalmarkets. Export of handicrafts between July and December 2005-2006 stood at Rs334million, which has been reduced to Rs74 million in first half of 2006-2007. Worldmarkets are flooded with artificial machine-made handicrafts instead of handmade ones.Far East markets have been conquered by cheap Chinese goods, while Italy is dominatingthe European markets owing to lesser prices. The Export of Pakistani handicrafts is lessto European markets
 . (www.fibretofashion.com, Pakistani Handicraft export, Anonymous January 22, 2007)
The Asian manufacturing industry is highly diversified, comprising of severalestablishments engaged in manufacturing of pottery, ceramics, clay pieces, paintings,sculptures, metal craft, antique furniture, antique jewelry, gems and stones, textiles, paper craft, toys, leather based products. These industries provide additional employment andraise the level of living for both rural and urban populations. The global handicraftsindustry accounts for a market share of 100 billion. This industry plays a dominant role inthe economic development of the rural mass of every country and earns substantialforeign exchange
(Crafts Central, Craft Industry Overview of Global Handicraft  Industry)
According to
Eurostat Statistics
, The European Union gifts and decorative articlesmarket was worth about $ 35 billion. During 2000-2004, the market experienced anaverage percentage growth of 5.0 %. In 2004, Germany was the largest market,accounting for 24.6% of the total EU markets, followed by France (17.2%), the UnitedKingdom (15.4%), Italy (13.0%), Spain (7.8%), the Netherlands (4.3%), and Belgium(2.5%). In the field of home decorations, there is a growing demand for products with a personal and emotional touch. Consumers are willing to pay a higher price for unusualand special products. EU consumers value the style, quality of construction andfunctionality of the product. (
CBI, Europe markets survey, 2007).
COMSATS Institute of Information Technology Lahore.
Crafts International Marketing Plan
The main source of wooden gifts and handicrafts is China which is responsible for 35 percent of the total imports. The difference with other exporters is huge. The importsfrom China are almost 6 times as large as the runners-up. Not only are imports fromChina are large, they are also rapidly growing at 15 percent since 2000, whereas importsfrom Italy, Poland, Indonesia and Belgium all showed a decrease since 2000. Other growing sources are India (+15%), Netherlands (+7%) and Thailand (+4%).
(EU  MARKET BRIEF 2007, Compiled for CBI by, tuyu Bv, the Netherlands, 2007)
There is a great potential for Pakistani handicrafts as they are almost less existent in theEuropean markets, Crafts international took it as an opportunity and is looking for foreignexport marketing to Germany. The reason to export our products in Germany is due tofact and reports that Germany is the largest consumer of handicrafts and gifts.
4.0 Market Summary
Crafts International possess a research on handicrafts and decorative market in Germany by
Centre for the promotion of imports from developing countries
which is alsoknown as
, In the changing world scenario, craft products exported to variouscountries form a part of lifestyle products in international market. The impact is due tothe changing consumer taste and trends. In view of this it is a high time that the Pakistanihandicraft industry should go into the details of changing designs, patterns, productdevelopment, requisite change in production facilities for a variety of materials, production techniques, related expertise to achieve a leadership position in the fastgrowing competitiveness with other countries.The rural craft persons of Pakistan who are the backbone of Pakistani Handicraft Industryhas God gifted with inherent skill, technique, traditional craftsmanship but that is quitesufficient for primary platform. However, in changing world market these craft personsneed an institutional support, at their places.With over 82 million inhabitants, Germany is the largest market for giftware andhandicrafts items in Europe. A member of and situated within the European Union,Germany is supplied with giftware and handicrafts from Germany as well as thesurrounding European countries such as France, Italy, Switzerland and the UnitedKingdom and from other parts of the world like Russia, Latin America, Africa andAsia
(Crafts central, Handicrafts markets in Germany)
The size of the total German giftware and handicrafts market varies according to thedefinition of giftware and handicrafts. With its present size around $ 18 billion itcorresponds to a broad definition of giftware and handicrafts that includes the followingitems as home furnishings, art metal ware, table accessories, Christmas decoration, woodware and furniture, imitation jewelers, artificial flowers/plants, scents/cosmetics, sweets,toys/computer games, books, discs/videos, watches/jewellery, certain apparel/textileitems and others.Handicrafts are classified into two categories:1.Articles of everyday use2.Decorative items
COMSATS Institute of Information Technology Lahore.

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