個案資料
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Biba: Stitching Plans for Growth
內容大綱
After solidifying its brand as a national leader in the ready-made, ethnic wear market in India, Biba Apparels Pvt. Ltd. (Biba) was at a crossroads when it came to determining future growth strategies. By 2014, Biba had 150 exclusive brand outlets and 225 multi-brand outlets all over India as well as an online presence. Faced with fierce competition from trendy western retailers and local competitors creating chic Indo-Western fusion clothing, Biba recognized that its customers’ preferences were changing. In order to retain its leadership status, Biba had to decide how to grow its brand. What was the best way to compete against western retailers attracting the country’s teen and young women’s market? What marketing strategies could Biba adopt? Was Biba doing enough to remain relevant in the fast-changing women’s clothing market?
學習目標
This case is suitable for use in basic and advanced business courses on marketing, distribution operations, and global market penetration. After completion of the case, students will be able to<ul><li>understand the fashion apparel industry, specifically the Indian ethnic wear market, including analysis and growth strategies;</li><li>identify competitive issues in the domestic and global market, and learn how a brand is built and maintained over time;</li><li>appreciate the business strategies needed in a highly competitive and fast-changing apparel market; and</li><li>understand the importance of aligning the elements of marketing mix to the chosen product positioning.