Professional Documents
Culture Documents
(BBA-605)
On
Session 2016-2017
School of Management
Babu Banarasi Das University
Sector I, Dr. Akhilesh Das Nagar, Faizabad Road, Lucknow (U.P.) India
1. TOPIC:
A marketing strategy is a process that can allow an organization to concentrate its limited
resources on the greatest opportunities to increase sales and achieve a sustainable competitive
advantage. Its a written plan which combines product development, promotion, distribution, and
pricing approach, identifies the firm's marketing goals, and explains how they will be achieved
within a stated timeframe. Marketing strategy determines the choice of target market segment,
positioning, marketing mix, and allocation of resources. It is most effective when it is an integral
component of firm strategy, defining how the organization will successfully engage customers,
Marketing strategies serve as the fundamental underpinning of marketing plans designed to fill
market needs and reach marketing objectives. Marketing strategies are dynamic and interactive.
On the Canvas of Indian Economy, Textile Industry occupies a prominent place. Textile sector is
one of the core of Indian Industry. Continuous economic liberalization over the years by the
Government of India has resulted in making India as one of the prime business destination for
during the last two decades. Indian textile industry has a mix of large domestic private players
such as Raymond, Peter England, Monte Carlo, Van Hussein, Levis, etc. To remain in this
LIETARURE REVIEW
Marketing strategy has been a salient focus of academic inquiry since the 1980s, according to
(Mavondo 2000). There are numerous definitions of marketing strategy in the literature and such
strategy is a plan for pursuing the firms objectives or how the company is going to obtain its
marketing goals with a specific market segment (Orville and Walker 2008; Theodosio, Leonidus,
2003; Kotler, Armstrong, 2009) while Brodrechtova (2008) explains that marketing strategy is a
roadmap of how a firm assigns its resource and relates to its environment and achieves corporate
objective in order to generate economic value and keep the firm ahead of its competitors. In
laymen terms it is to determine the nature, strength, direction, and interaction between the
development is to establish, build, defend and maintain its competitive advantage. A thorough
indicates that 71% of them analyze company performance as a dependent variable, 12% of them
ShriKrishna
Chinhat Lucknow
Mo no- 9554444951
Research Report
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