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International Marketing of Khadi Project Report
International Marketing of Khadi Project Report
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INTERNATIONAL
MARKETING
OF
KHADI
Acknowledgements
Opportunities Threats
Potential for exports Competition
Emerging trend Survival in fast-growing
Capturing an untapped technology
markets Legislative impact
Generation of
employment
Growing consumer
preference
SWOT Analysis
1) Strengths:
The basic motto is to generate employment within the
country and promotion of Indian culture abroad. Khadi has
certainly come of age and the Indian and International market both
are becoming more aware about this traditional fabric. It is classic,
eco-friendly and natural. Moreover, brand India is specially sought
after these days. Khadi is one fabric that is never really in or out of
fashion. It has a great international appeal as well, as Khadi is a
brand which speaks for itself.
2) Weaknesses:
The exclusivity of Khadi is that it is hand-made. And thus,
the weakness is that it is labour-oriented. The product Khadi
operates at the root level, which majorly lacks infrastructure. When
the west realizes the importance of Khadi that is when we Indians
have appreciated it. Also it lacks awareness.
3) Opportunities:
Khadi as a product is a societal concept, which generates
employment. Also, there lies a great potential to capture the
untapped foreign market. Since, concept of Khadi originally was
within India. India as a brand is gaining popularity. As Khadi now
has become a trend, Indians as well as foreigners prefer it. Thus,
there lies a great potential for growth.
4) Threats:
Khadi still is in the introduction stage and, is now becoming
a brand. Many people and regions are still not aware about Khadi
and also people who are aware of Khadi still prefer the mill cloth
because of the price-factor. Thus, Khadi has to face a great
competition with the other clothes, also because Khadi lacks in
technology.
Tapping the global
markets
There are various aspects of the marketing but we need to
understand that in order to market internationally we need to
understand the following questions:
Deciding whether to go aboard ?
Deciding which markets to enter ?
Deciding how to enter the markets ?
Deciding on marketing programs?
Also there are many negative aspects which affect the mangers
decisions like the foreign customers and fail to offer a comparative
prices. the managers realize that the managers lack the managerial
skills.
Most of the companies and their respective countries also supports
them because they earn foreign markets.
Khadi is Eco-friendly.
The Dyes used to colour KHADI clothes are “vegetable dyes”. The
vegetables or fruits in this case are grown for the colouring
purpose specially. In case of Khadi, chemicals are not used and
thus, skin diseases are prevented.
Protection of Environment
“Khadi is SPUN by HAND, WOVEN by HAND, and
PROCESSED by HAND”. Industries other than KHADI, while
making clothes use machines which automatically leads to
POLLUTION but since the Khadi products are made by hands the
pollution levels are negligible.
Selection of Target Markets
For large-scale exports, suitable foreign markets must be
discovered and selected. In fact, selection of suitable markets is the
first stage in international marketing. Foreign markets are many
but not all are suitable or equally promising for exporting. It is
also not possible to export goods to many foreign markets at one
time. Naturally, detailed study of potential foreign markets is
necessary for the selection of most promising and profitable
foreign markets. This is exactly what is done in the process of
exploring external markets for Indian goods.
INTRODUCTION STAGE
GROWTH STAGE
MATURITY STAGE
DECLINE STAGE
Segmentation
Demographic segmentation
The product Khadi is segmented into various product
classes, according to age gender and income . It caters to all
the age groups
For eg. The sarees are women shirts are foe men and also
there are cheaper as well as costlier products targeting
various income groups.
Geographical segmentation
It means that basically the segmentation of the Khadi as a
product is according to the specifications of the particular
country and to cater their demands.
Target markets
Basically our target markets are the countries like the USA,
European countries like London , Italy , etc..
Conclusion
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