Research Proposal for Marketing Plan of Fabindia
STEVENS BUSINESS SCHOOL
Proposal for Marketing Plan for Fabindia, Ahmedabad
Fabindia is a chain of retail stores in India producing ethnic products carried out by the craftsmenof rural India. The Fabindia products are mainly source to sustain and provide employmentopportunities to the rural people in India. The company employs more than 15000 craftsmen andartisans all over India. The company was founded in 1960 and has its head office in New Delhi,India.The report will present main goals and recommendations of the plan for Fabindia¶s managementteam. It will undertake the current market condition of Fabindia in Ahmedabad in reference to itstarget market, product performance, competition, and distribution. The strengths, weaknesses,opportunities and threats of the company will provide the foundation to state marketing objectivesthat Fabindia would like to attain during the plan¶s time. The study will seek to understand theconsumer behavior towards Fabindia products so to relate the available primary information withthe literature review. The report will then follow a detailed study on defining action programs for marketing strategies of Fabindia. On the basis of accessible statistics, the report will conclude withinstructions of the budget and control measures for intended marketing plan for Fabindia, Ahmedabad.
. Research Objectives
To devise marketing plan for Fabindia, Ahmedabad3.1) To analyse the current marketing situation of Fabindia, Ahmedabad
To identify the company¶s current target market and its position in it includinginformation about market share, product performance in terms of sales, competition,and distribution in Ahmedabad.
To assess the major threats and opportunities for the company3.2) To explore the affective responses and cognitive responses of Fabindia¶s consumerswhile purchasing its products of apparel category.