Brand management strategies in the textile raw material and garment industry

Abstract

Excelsior Trading Corporation Ltd. is one of the most experienced and popular indenting and trading companies in Bangladesh. Their operations began in Bangladesh in 1972 and has grown since. Excelsior Trading Corporation Ltd. is a member company under the Excelsior group of companies in Bangladesh totaling an employee count of 4,000. Excelsior Trading Corporation Ltd. has earned a reputation for being a reliable agent for handling business transactions and trading between customers and suppliers. They serve their customers mainly by providing updated market information, assisting them in meeting import requirements and also help customers while choosing the most suitable raw materials and machinery from sources world-wide. They can be categorized as the middleman between suppliers and customers. Excelsior’s success can be boiled down to their strong relationships with customers, their known track record of satisfying customer’s individual needs and providing effective solutions and after sales servicesto meet every conceivable requirement while trading. Their plans for the future involve making technological advancements to serve its customers and suppliers in more convenient and modern methods, adapting with the times. This report has been divided into 3 individual parts, among them the first part will include basic information about the internship, for example the internship outcomes, problem faced during the internship, job responsibilities and more. The second part will include data and insights about the organization, for example its vision, mission, marketing practices and more. The third part will focus on some research and analysis about my project “Brand Management Strategies in The Textile Raw Material and Garment Industry”. This project has revealed that there are multiple brand management strategies at play in this sector in Bangladesh. These strategies are had been implemented by the textile raw material firms and have been in practice for years. Moreover, branding was found to be playing a vital role in this industry, increasing the overall value and playing a part in retaining market share. The findings from this project will help the textile raw material industry to improve their brand management. Additionally, it will help upper managements to make a well-informed strategic decision when trying to enhance marketing and branding to maintain market share in the industry.