Marketing Research

Case $2$ Textile Group $-$ B$2$B

Objective $-$ to identify and formulate the problem $($s$)$ vs opportunities $($goal $($s$)$ for business$)$ and marketing research objectives.

Tasks:

a$.$ Read the summary background of the company and write a preliminary thoughts on symptoms, problems or opportunities $($hierarchy of problems if necessary$),$ their possible causes, and informational gaps for knowing if marketing research is necessary or not $($for each of them$)$

b$.$ Do additional research on the group and the textile markets for checking your theories

c$.$ Write the final version of the analysis.

There are three companies under the name of his family: Molsen Textiles, Try fit Fabrics, and ArmsFit Industries. They produce fabrics for fashionwear, sportswear, and army garments in Shaoxing, where their family is based now. They export monthly fabric products to six stores in India that are run by his uncles and to above $12$ other countries.

Mr$.$ Bhatia, $50$ year old man, son of the firm' $s$ founder, also learned from his father, who initially started a small trading business, buying from nearby sources and selling to local communities. Each generation built upon the experiences and insights of the previous ones and contributed to the success and growth of their companies.

However, Mr$.$ Bhatia belongs to the category of people who are not particularly savvy in new technologies: the inventory and accounting are being done on a paper$-$and$-$pen basis. He also has to call a warehouse manager for knowing how much of a certain item left, which took almost a day to tell. It is nearly impossible to keep track of their stock because of their warehouses are huge.

$70\%$ of sales were made with $30\%$ of costumers$,$ and $80\%$ of customers were old ones.

Effectiveness of promotional channels may be broken down in this way: