Marketing strategies of textile companies: the case of selected

   Criteria  
Case 4(most successful) 
Cases  2  and  3  (least 
successful) 
Marketing plan 
 
 
Focus of the target market   International  markets  (Europe  and 
USA) 
-Local 
markets 
(especially 
government) 
Marketing research  
-At least once a year conducted 
-There is (specified based on proposal) 
-There  is  no  formal 
research 
-There is no budget  
Government 
support  
exploited  
Common  support  plus  half  of  the 
salaries of foreign experts employed by 
the company 
Common support  
Enabling Environment  
 
 
Technology  
-Technology  transfer  through  foreign 
employees  
-using up to date machineries 
Local  and  business  as 
usual 
Operational excellence  
-Production and marketing excellence 
through better marketing skill 
-pooled skill from global 
Little  emphasis  to  such 
excellence 
Production equipment  
Modern technology for production  
Existing technology  
Marketing strategy formulation    
 
Segmentation criteria for 
international markets  
Demography and geography are the 
main criteria 
 
No defined criteria 
(intermittent export) 
Differentiation and 
positioning in the 
international markets  
-Through the foreign distribution