Home Assignment 01 - 16th July, 2020

BRAC Business School [BRAC University]

Marketing Principles and Practices (MKT 701) [Summer 2020]

Name: ABU SIFAT MAHMUD

ID: 20374002

Confronting COVID challenges in labeling and packaging industry

The situation in the pandemic of Covid -19 also known as corona virus affected almost all the industries and
one of the major industry that is struggling is the garment or retail industries where associated accessories
businesses are sharing the same fate of the pandemic. Below are few areas of confronting situation from
individual level to broad level affect of the labeling and packaging industries.

In the beginning the affect hits to the front line employee of this industry then gradually it works up to the top
management. Most of the jobs are at threat due to saving business. However those are securing a position are
lucky even though they are having a great cut in the salary they get. In addition, major portion of experienced
and working employees are getting laid off. This must be taken a serious action to save the job prospects of
the laid off employees.

Let us focus on the current scenario of the orders and production in the labeling industry. Almost all orders are
in back log as there are two seasons like summer orders and winter orders, all are in hold due to the
pandemic. Initially buyers were unwilling to get the goods but after a long discussion they are taking the
orders and ordering new. However, the orders are way low than previous seasons. For the production
perspective, companies are focusing on alternative raw materials instead of purchasing from long distance
suppliers. This is a very complex aspect of this industry to save orders and keeping a steady transaction. Even
the top of this industry are struggling now and then to secure the cash flow of the business

As per the view from above, the business are very shaky at this moment where many buyers are in close to
bankruptcy like JC PENNY, Macys and others are shutting off stores and jobs to secure business like ZARA,
Meijer. On the other hand, few top of the lead buyers are giving away products in huge discounts that are
unprecedented in the history like NIKE and ADIDAS. There been few alternatives they are trying to secure the
business like giving selective labels and cheap package of labels to survive the pandemic.

To recapitulate, the pandemic is a threat that was unseen before it was in the peak of spreading the disease as
a result not all industries managed to cope up with the managerial decisions to make their business survived.
Finally, all are praying for this to stop as soon as possible to get back to former life.