UNIT-1-BUSINESS RESEARCH METHODS - Case Study
UNIT-1-BUSINESS RESEARCH METHODS - Case Study
Arvind Limited incorporated in 1931, one of India's largest integrated textile and apparel
company, has a wide portfolio of brands that include Flying Machine, Colt Ruggers and
Excalibur amongst others while its licensed product brands have big global names like
Arrow, Gant Izod, Elle Cherokee, US Polo Assn. to name a few. It has a joint venture in
India with global majors like Tommy Hilfiger and GAP. It also has retail brands like
Megamart The Arvind Store Club America Next and Debenhams. The company has
earmarked a Rs 15 billion investment over the next couple of years involving setting up
of new mills, advertising & branding expenses and others. According to analysts, the
Indian fashion retail market, worth $46 billion, will grow at a promising CAGR
(compound annual growth rate) of 9.7 per cent to reach $115 billion by 2026. The
decision of the Union Cabinet to allow 100 per cent foreign direct investment (FDI) in
single-brand retail via the automatic route would help more than 200 fashion and
apparel brands, which are waiting to enter India, another report said. Cricket icon
Sachin Tendulkar is eyeing the global market for his clothing line 'True Blue' -- a joint
venture with Arvind Fashion Brands -- According
© Incotec Innovation and to a ET report.
Performance
The menswear and accessories brand was launched in May 2016 and is currently
sold through nearly 75 outlets in the country. According to the report, Tendulkar
wants to move beyond the Indian market. “Whenever Sachin travelled, he was not
surprised to see made in India tag in clothes. So why not an Indian brand in those
markets?” Tendulkar was quoted as saying in the report. Tendulkar said India needs
to aim for the tag of a global brand, saying "In the second innings of my life, there is
no 75-yard boundary line that we need to set. We have a bigger playfield in terms of
markets and merchandise". Former cricketer Sachin Tendulkar plans to take his
joint venture clothing brand with Arvind, True Blue, to global markets including the
US and UK. If the plan goes through, 'True Blue' would be Arvind's first owned
brand to venture outside India. Suppose Sachin Tendulkar and Arvind limited
wanted to take help from your Research and Consultancy firm. How would you
help them to expand “True Blue” brand in domestic and international
markets?
Research firm would like to understand the consumer perception and buying
2. Market study
3. Competitor study