A study on marketing strategy of peter england in lucknow
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Transcript of A study on marketing strategy of peter england in lucknow
SYNOPSIS FOR RESEARCH PROJECT REPORT
(BBA-605)
On
“A STUDY ON MARKETING STRATEGY OF PETER
ENGLAND IN LUCKNOW”
Towards partial fulfillment of
Bachelor of Business Administration (BBA)
(BBD University, Lucknow)
Submitted to: Submitted by:
Ms. Namrata Singh Sanjay Kumar Chaudhary
Roll No. 1140671163
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 STUDY ON MARKETING STRATEGY OF PETER ENGLAND IN
LUCKNOW”
2. INTRODUCTION & REVIEW OF LITERATURE:
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. It’s 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,
prospects, and competitors in the market arena.
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.
It may differ depending on the unique situation of the individual business.
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
many global textile players.
One of the largest industries in India, textile industry has been witnessing impressive growth
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
competitive market on has to come up different ideas and strategies.
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
definitions reflect different perspectives (Li et al 2000). A traditional definition of marketing
strategy is a plan for pursuing the firm’s 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
marketing mix-elements and the environmental factors in a particular situation(Li et al 2000).
According to Levie(2006), the aim of the development of an organization’s marketing strategy
development is to establish, build, defend and maintain its competitive advantage. A thorough
analysis of the newest scientific articles on strategic management and organizationalbehavior
indicates that 71% of them analyze company performance as a dependent variable, 12% of them
analyze it as an independent variable while 11% of the studies analyze performance as a
dependent as well as an independent variable (March and Sutton 1997).
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Chinhat Lucknow
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