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Awareness Programme on

Quality forGem Stones Cutting Industry

Jaipur, Rajasthan March 21st, 2010

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Marketing in an Internationally competitive

environment whether Domestic or Foreign.

Foreign Players

Local Players Nation

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Competition

With reference to Indian Liberalization 1991

Counter CompetitionPenetrate the home market of the potential

competitor so as to diminish its competitive strength

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Effect ofCounter Competition

Drain Vital Cash Flows

Lost Opportunity

Reduced income

Limited Production

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3Cs of Marketing

Change Mutate and improve furiously

Costs Cut wasteful expenditure ruthlessly

Customers Strive relentlessly to build relationship and

influence consumption

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Monopoly Power

Certain resources

Patent Rights

Technological advantage

Product differentiation Strong unique features

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Supply Chain Management

The concept of supply chain have the following points

The supply chain identifies the complete process ofproviding goods and services to the final user

It includes all parties and logistics operations from

supplier to customer within a single system

The scope of the supply chain includes procurement,

production and distribution operations.

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Supply Chain Management

The concept of supply chain have the following points

The supply chain extends across organizational boundaries.

It is coordinated through an information system accessible

to all members.

The primary objective of the supply chain is service tocustomers. This must be balanced against costs and assets.

Objectives of individual supply chain members are achivedthrough performance of the chain as a whole.

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Market Identification Process

Demographic & Physical Environment

1. Total population and growth and density trends.

2. Distribution of population by age groups, Urban

Suburban and rural areas.

3. Climate and Weather

4. Age and Quality of Transportation, Communication

5. Local Distribution Networks

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Factor for Assessing Market:-

Political Environment

1. Conduciveness of system of Government

2. Stable political system.

3. Trade barriers for Imports

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Factor for Assessing Market:-

Economic Environment

1. Predicted economic growth level

2. G N P and Balance of Payment

3. Inflation and Per Capita Income

4. Exchange Regulations

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Factor for Assessing Market:-

Social and Cultural Environment

1. Average Educational Level and Middle Class

2. Discretionary Income spent on consumer goods

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