Analysis of the Marketing Strategies of Chenab Limited and ChenOne with regards to Business-to-Business (B2B) and Business-to-Customer (B2C)

Abstract

Textile sector continues to be the most important segment of the Pakistani economy. Its share in the economy, in terms of GDP, exports, employment, foreign exchange earnings, investment and revenue generation altogether places the textile industry as the single largest determinant of the economic growth of the country. Three hypotheses have been challenged in the report which are: H1: Value Chain of a company decides the ultimate fate of a product. H2: The brand of choice is usually a decision based on the brand’s image and value (price and quality, or the perception of quality). H3: Positioning business products is often more difficult and subtle than positioning consumer goods. The report is divided in to three parts i.e. Value Chain, Brand Management and Consumer Behavior. These three sections are further alienated into analysis in the context of Chenab Limited and ChenOne. Through all the analysis presented in the report the researcher concludes that H1 proves to be right. Chenab is a vertically integrated company. It has up-to-date technology, best human resource. Infrastructure is also comparable to its competitors. Its procurement function is very good. Its employees are more capable and competent than the employees of its competitors. The analysis also proves H2 to be right. Chenab and Gul Ahmed prove to be on top in terms of BPI, BAV and they also have the maximum share of the export market which means that these two brands are the brand of choice in the specific market. In the retail market same trend is noted. ChenOne has the maximum BPI and BAV and also the greatest market share. H3 proves to be wrong because business buyers are so well-informed that it is not at all difficult to position business products. It is easy to do their personality analysis. It is easy to make business people understand your point of view while final consumers are so diverse that can they perceive brands very differently. Customers of Chenab also show the same trait.