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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. 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,

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 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

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 organizations 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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