Allen Solly - Entering the Indian Women's Western Wear Market
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(Case Code: MKTG042) click on the button below, and select the case from the list of available cases:
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Please note:
This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
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Case Details:
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Price: |
| Case Code |
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MKTG042 |
For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Shipping & Handling Charges extra ThemesRetailing |
| Case Length |
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11 Pages |
| Period |
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2002 |
| Pub Date |
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2002 |
| Teaching Note |
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Not Available |
| Organization |
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Madura Garments |
| Industry |
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Readymade Garments |
| Countries |
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India |
Abstract:
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The case examines the changing dynamics of the women's wear market in India during the 1990s and early-2000s. Changes in India's cultural values and social system, and the impact of these changes on the dressing styles of Indian women are explored in detail. Madura Garment's decision to enter the readymade women's Western wear segment is examined in detail in light of the above changes. The case discusses the strategies adopted by the company in terms of marketing research, product design, retailing and promotion. The case also provides information about other players in the women's Western wear market in India and takes a look at the market's future prospects.
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Issues:
» Understand the reasons for the increased activity in the branded women's Western wear market in India in the early 21st century.
Contents:
Keywords:
Changing dynamics, women, wear market, India, 1990, 2000, cultural values, social system, dressing styles, Indian women, Madura Garment, readymade women, Western wear, marketing research, product design, retailing, promotion, future prospects
Allen Solly - Entering the Indian Women's Western Wear Market
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