Marketing Strategy

Introduction

International business involves commercial activities that cross national frontiers. It concerns the international movement of goods, capital, services, employees and technology, importing and exporting, cross-border transactions in intellectual property (patents, trademarks, know-how, copyright materials etc) through licensing and franchising; investments in physical and financial assets in foreign countries; contract manufacture or assembly of goods abroad for local sale or for export to other nations; buying and selling in foreign countries; the establishment of foreign warehousing and distribution systems; and import to one foreign country from a second foreign country for subsequent local sale. All the basic tools and concepts of domestic business management are relevant to international business.

Definition:

Ð'ÐŽÐ'§A social and the managerial process by which individual group obtain what they need and want through creating and exchanging products and value with one anotherÐ'ÐŽÐ'Ё

(Principle of marketing by Philip Kotler,Garry Armstrong ,Johna Saunder and veronica wong,3rd European edition)

As the marketing executive of FAB-INDIA which was founded in 1960 to market the vast and diverse craft traditions of India. The products are sourced from villages all over India thereby helping to provide and sustain rural employment. By blending indigenous craft techniques with contemporary designs Fab-India brings aesthetic and affordable products to todayÐ'ÐŽÐ'¦s consumers.

Determined to showcase Indian handloom textiles while providing equitable employment to traditional artisans, Bissell established Fab-India in 1960 in order to fuse the best aspects of East/West collaboration. Fifteen years later the first Fab-India retail store was opened in Greater Kailash, New Delhi with a range of upholstery fabrics, durries and home linens. Fab-India sources its products from over 15000 craft persons and artisans across India. We support the craft traditions of India by providing a market and thereby encourage and sustain rural employment. Today we have retail outlets in 70 major cities of India.

Our endeavour is to provide customers with hand crafted products which help support and encourage good craftsmanship. Our products are sourced from villages all over India. Fab-India works closely with artisans by providing various inputs including design, quality control, access to raw materials and production coordination. The vision continues to be to maximize the hand made element in our products, whether it is hand-woven textiles, hand block printing, hand embroidery or handcrafting home products.

Now Fab-India is planning to expand its business in the international markets, i.e. the UK. Being the marketing executive of this company, IÐ'ÐŽÐ'¦ve made a report based on the research and the study of the marketing environment for the successful launching of our product in the international market. All our retail outlets in India are running successfully all throughout. The only reason behind this success is that, we had been following the principles of marketing or the marketing mix- mainly the 4 PÐ'ÐŽÐ'¦s namely Place, Product, Price and Promotion.

(Reference- The internationalization of the firm,2nd edition(By peter J Buckley and Pervez N Ghauri,1999)

Now for intruding into the foreign market, a better study of the market is required. Our products should be mainly focused on the customers. To capture the foreign market, we first need to capture the customers by gaining their satisfaction. For this purpose it is essential to study the nature of business, theories of international trade, a complete study of the European business implications (economic factors, strategic aspects, and nature of UK market), consumer behaviour, competitions, investments, logistics,

NATURE OF THE BUSINESS AND COMPETETION

It is very much essential to study the nature of the business. As we are dealing with medium-sized fashion retail there are a lot of points that are to be studied and discussed. As you all know, India is one of the leading manufacture of textiles in the world and the products are in great demand everywhere. The best sellers of ready-mades are consuming the raw materials manufactured in India. For example- lee, levies etc. So for introducing our product in the international market is not going to be an easy task. But the Indian culture is gaining a higher position in this world. There are countries where people are very found of the Indian cultures. The designer sarees, kurtha Pajamas, dhotis, sherwani, salwar, gagra choli, and Indian lehengas for the ladies are for great demand in the foreign markets. There are a number of outlets in the malls and corners of the UK dealing in Indian outfit. So from this, it is sure that there is demand for the Indian fashion. The fabric that used by us are entirely different from the others. When the others deals in cotton and polyester (not environmental friendly) we introduce the true fabric i.e. cotton, jute, linen, silk, wool and grass. The variety in the designs and methods we follow shows the true talent of our craftsmanship. The hand blocked designs and hand-woven fabrics are our advantages.

Consumer Behaviour- and characteristics affecting consumer behaviour

Consumer behaviour refers to the buying behaviour of final consumers- individual and households that buy goods and services for personal consumption. The consumer purchases are influenced strongly by cultural, social, personal and psychological characteristics as shown in the figure below.

Cultural

Culture

Subculture

Social class

Social

Reference groups

Family

Roles and Stauts

Personal

-Age and life-cycle stage.

-Occupation

-Economic circumstances.

-Life-style

-Personality and self-concept.

Psychological

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