Product Description
EXEUCTIVE SUMMARY
The aim of this research was to examine the existing marketing practices and their effectiveness for small businesses in India. The research was conducted with reference to small business in Indian marble industry. The research was focused to answer following research questions: what are the marketing practices being adopted by small business in Indian marble industry; how effective are marketing practices of small business in Indian marble industry; what are the marketing challenges ofsmall business in Indian marble industry; and what are suitable marketing strategies for small business in Indian marble industry. For answering these research questions, 25 owners/managers of marble firms from Delhi and NCR were surveyed with the help of a questionnaire. The major findings of the research are given below.
Product and price as marketing mix element is most focused by firms in Indian marble industry. In most cases current marketing strategy of their firm is either reasonably successful or not successful for firms in Indian marble industry. Generally fragmented market and lack of systematic distribution and promotion channel is the major marketing challenge for firms in Indian marble industry. Definitelymarketing strategy to great extent requires to be changed radically for success and survival of firms in Indian marble industry. Product variety and advertising and promotion as area of marketing mix strategy require added focus by firms in Indian marble industry.Networking marketing approachwould be most effective and suggestive for firms in Indian marble industry. Competitive pricing would an effective marketing strategyfirms in Indian marble industry.
TABLE OF CONTENTS
Acknowledgement
Abstract
Chapter #1
INTRODUCTION………………………………………… 1-5
1.1 WHY DID YOU CHOOSE THE TOPIC?……………………………….. 1
1.2 WHY MARKETING STRATEGY IS IMPORTANT?………………. 1
1.3 BACKGROUND ………………………………………………………………….. 2
1.4 RATIONALE ……………………………………………………………………….. 3
1.5 AIMS AND OBJECTIVES…………………………………………………….. 5
1.6 RESEARCH QUESTIONS…………………………………………………….. 5
Chapter #2
LITERATURE REVIEW……………………………… 6-15
2.1 INTRODUCTION…………………………………………………………………. 6
2.2 MARKETING STRATEGY CONCEPT………………………………….. 6
2.3 SMALL BUSINESS ROLE AND SCOPE………………………………. 8
2.4 MARKETING STRATEGY AND SMALL BUSINESS…………… 9
2.5 MARKETING STRATEGY AND SMALL BUSINESS IN INDIA 13
2.6 SUMMARY………………………………………………………………………….. 15
Chapter #3
RESEARCH METHODOLOGY………………………………. 16-22
3.1 INTRODUCTION…………………………………………………………………. 16
3.2 Research PURPOSE AND OBJECTIVES………………………….. 16
3.3 RESEARCH DESIGN…………………………………………………………… 16
3.3.1 Deductive…………………………………………………………………… 17
3.3.2 Inductive…………………………………………………………………….. 17
3.4 RESEARCH METHOD…………………………………………………………. 17
3.4.1 Qualitative………………………………………………………………….. 18
3.4.2 Quantitative………………………………………………………………… 18
3.5 DATA COLLECTION …………………………………………………………. 18
3.5.1 Primary data ………………………………………………………………. 19
3.5.2 Secondary data……………………………………………………………. 19
3.7 SAMPLING………………………………………………………………………….. 19
3.7.1 Probability sampling ……………………………………………………. 20
3.7.2 Non-probability sampling……………………………………………… 20
3.8 DATA ANALYSIS ………………………………………………………………. 20
3.9 ETHICAL ISSUE………………………………………………………………….. 21
3.10 VALIDITY and RELIABILITY…………………………………………… 21
3.11 SUMMARY………………………………………………………………………….. 22
Chapter #4
FINDINGS ANA ANALYSIS…………………………. 23-35
4.1 INTRODUCTION…………………………………………………………………. 23
4.2 ANALYSIS OF FINDINGS…………………………………………………… 23
4.3 SUMMARY………………………………………………………………………….. 35
Chapter #5
CONCLUSION AND
RECOMMENDATIONS………………………………… 36-38
5.1 INTRODUCTION…………………………………………………………………. 36
5.2 SUMMARY OF FINDINGS………………………………………………….. 36
5.3 RESEARCH QUESTIONS…………………………………………………….. 37
5.4 RECOMMENDATIONS………………………………………………………… 38
BIBLIOGRAPHY………………………………………… 39-43
APPENDIX………………………………………………….. 44-45
Questionnaire…………………………………………………………………………. 44
LIST OF TABLES
Table 4.1: Marketing Mix Strategy………………………………………………………. 23
Table 4.2: Successfulness of Marketing Mix Strategy…………………………….. 25
Table 4.3: Marketing Challenge…………………………………………………………… 27
Table 4.4: Marketing Strategy Improvement…………………………………………. 29
Table 4.5: Improvement in Marketing Mix Strategy………………………………. 31
Table 4.6: Marketing Strategy Approach………………………………………………. 33
Table 4.7: Competitive Pricing as Marketing Strategy……………………………. 34
LIST OF FIGURES
Figure 2.1:Carson & Gilmore Model of SME marketing………………………… 11
Figure 4.1: Marketing Mix Strategy…………………………………………………….. 23
Figure 4.2: Successfulness of Marketing Mix Strategy…………………………… 26
Figure 4.3: Marketing Challenge…………………………………………………………. 28
Figure 4.4: Marketing Strategy Improvement……………………………………….. 30
Figure 4.5: Improvement in Marketing Mix Strategy……………………………… 31
Figure 4.6: Marketing Strategy Approach…………………………………………….. 33
Figure 4.7: Competitive Pricing as Marketing Strategy…………………………… 34
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