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BACKGROUND
India is the one of the worlds largest producer
of textile and garments. Abundant availability
of raw material such as cotton, wool, silk and
jute as well as the skilled workforce have
made the country a sourcing hub. It is the
worlds second largest producer of textiles and
garments. The Indian textiles industry
accounts for about 24% of worlds spindle
capacity and 8% of global rotor capacity. The
potential size of Indian textile and apparel
industry is expected to reach US $ 223 billion
by 2021.
The textiles industry has made a major
contribution to the national economy in terms
of direct and indirect employment generation
and net foreign exchange earnings. The sector
contributes about 14% to industrial
production, 4% to the gross domestic product
(GDP), and 27% to the country's foreign
exchange inflows. It provides direct
employment to over 45 million people. The
textiles sector is the second largest provider of
employment after agriculture. Thus, the
growth and all round development of this
industry has a direct bearing on the
improvement of India's economy.
India has overtaken Italy, Germany and
Bangladesh to emerge as the world's second
largest textile exporter. India's share in Global
Textiles increased by 17.5% in 2013 compared
to 2012. Textiles exports from India will touch
US$ 300 billion by the year 2024-25.
In 2012, apparel had a share of 69 per cent of
the overall market; textiles contributed the
remaining 31 per cent.
31%
69%
Textile
Apparel
MARKET SIZE
The Indian textiles industry,
currently estimated at around
US $108 billion, is expected
to reach US $ 141 billion by
2021. The industry is the
second largest employer after
agriculture, providing direct
employment
to
over
45
contributes
approximately 5% to GDP,
and 14% to overall Index of
Industrial Production (IIP).
The Indian textile industry
has the potential to grow fivefold over the next ten years to
touch US$ 500 billion mark
on the back of growing
demand for polyester fabric.
The US$ 500 billion market
figure consists of domestic
sales of US$ 315 billion and
exports of US$ 185 billion.
The current industry size
comprises domestic market of
US$ 68 billion and exports of
US$ 40 billion.
Apparel exports from India have registered a growth of 17.6% in the period April September 2014 over the same period in the previous financial year.
China
India
Italy
Germany
Turkey
China is the single largest exporter with 39 per cent share while India stood at a distant
second place with 5 per cent share.
The top five textile and garment importing nations are US, China, Germany, Japan and
United Kingdom. USA is the largest importer with a share of 17 per cent of the total global
trade. The Indian textile and garment industry has an important presence in the country's
economy through its contribution to industrial output, employment generation, and the export
earnings.
It contributes almost 5% to the $ 1.8 trillion Indian economy whereas its share in stands at a
significant 13 per cent. India is the second largest exporter of textile and garment goods with
MARKET POTENTIAL
With regard to marketability of the product in general, printed items have good market potential
both in domestic and export market. In populated country like India, there is no problem of
marketing printed fabrics as the requirement tends to increase and also these items will satisfy
individual customers needs and requirements in terms of colour combination, design
requirements etc.
Digital Textiles Printing (DTP) currently accounts for less than 2.0% of the overall textiles
printing industry, which was around 27,500.0 mm 2 in 2013. Market share of DTP is
expected to occupy more than 5.0% by 2020 growing at a significant rate in terms of value
between 2015 and 2020, as compared to 2.5% of the overall textiles printing industry
during the same period.
MARKETING ANALYSIS
SWOC ANALYSIS
Our intention of starting our textile printing business in strategic locations of Jammu is to test run
the business for a period of 3 to 6 months to know if we will invest more money, expand the
business and then go for more plant locations first all before spreading to key cities in Jammu
and Kashmir.
We know that if a proper SWOC analysis is conducted for our business, we will be able to
position our business to maximize our strength, leverage on the opportunities that will be
available to us, mitigate our risks and be well equipped to face the challenges.
Our Digital textile printing Company will employ the services of an expert HR and Business
Analyst with bias in retailing to help us conduct a thorough SWOC analysis and to help us create
a business model that will help us achieve our business goals and objectives.
This is the summary of the SWOC analysis that is conducted by our digital textile printing
Company;
STRENGTH
The strategic locations we intend installing our company, the business model we will be
operating on, ease of payment, wide range of products and our excellent customer service culture
will definitely count as a strong strength for our Company. To sum up we have:
WEAKNESS
A major weakness that may count against us is the fact that we are a new textile printing business
and we dont have the financial capacity to compete with multi billion dollars companies. Or to
summarise:
OPPORTUNITIES
The fact that we are going to install our plant in some of the busiest places of Jammu City,
provides us with unlimited opportunities to sell our products to a large number of people. We
have been able to conduct thorough feasibility studies and market survey and we know what our
potential clients will be looking for when they visit our vending machines locations; we are well
positioned to take on the opportunities that will come our way. To sum up we have:
CHALLENGES
Just like any other business, one of the major threats that we are likely going to face is economic
downturn. It is a fact that economic downturn affects purchasing power. Another threat that may
likely confront us is the arrival of a new textile printing company or new textile printing plant in
same location where ours is located. Or to sum up we have:
This projection is done based on what is obtainable in the industry and with the assumption
that there wont be any major economic meltdown.
specific textile prints rather than broader signifiers of the product brand benefits. It is also likely
that as more expensive, lower turnover product, there will be more focus on particular market
segments in price or style preference.
As an established industry, however, it would be more threatened by sudden change in its
environment, whether economic (macroeconomic changes, resulting in loss of spending power/
disposable income by market segment) or by the intervention of a significant product/ style
change. This may mean that it responds by increasing the use of advertising during these periods
of uncertainty. Significant changes in product offering are likely in such a climate, especially
reductions in price and changes in style to reflect the consumer taste changes. 41 There may also
be increased observation of consumption trends from purchasing behaviour and attention to trend
prediction by the trade journals.
The bulk of the printed textile industry focused on B2B marketing, with personal selling by
representatives to customers within the value structure, promotion at trade fairs and limited
advertising.
Promotion to Consumers
Our company will achieve our sales target through a combination of relationship building and
aggressive pricing. We are quite aware of the enormous returns a good publicity strategy can
bring back to our business. So, despite the fact that our vending machines will be well located,
we will still go ahead to intensify publicity for the business. We are going to explore all available
means to promote our digital textile printing business.
Here are the platforms we intend leveraging on to promote and advertise our textile printing
Company;
Place adverts on both print (community based newspapers and magazines) and electronic
media platforms.
Leverage on the internet and social media platforms like; Instagram, Facebook , twitter,
etc. to promote our brand.
STRATEGIC ALLIANCES
A leading objective of our company is the development of key strategic alliances. We will pursue
alliances with branded national companies like:-
BOMBAY DYEING
DELHI CLOTH & GENERAL MILLS
FAB INDIA
PROVOGUE
VARDHMAN GROUP OF COMPANIES
COMPETITIVE EDGE
large raw material base.
positive developments in textile policy.
flexibility in production.
short printing cycles, low energy consumption, reduced chemical waste, printing
flexibility and availability of variety of creative design options as compared to traditional
analog printing technology.
We will attempt to leverage the strong position to establish and solidify our brand in the
market. As a small company looking to establish itself, we will be attentive and flexible in
meeting our customer's demands.
RAYMOND
BOMBAY DYEING
VALUE PROPOSITION
Our customers will derive immediate and lasting value from our product. Our company will
both expand existing markets and create new ones. The quality of the product will work to
satisfy existing customers and to attract new ones.
First Year-:
Second Year-:
Third Year-: