ASSESSMENT TEMPLATE___________________________________________________ Page 1 of 3 Subject Title Principles of Marketing Subject Code MKT600 Lecturer Donna Gill and Al Marshall Semester Semester 2,...

Goldstar : Case Study
Prepared by:
Prepared for:
Date:
Table of Contents
Introduction………………………………………………………………………3
Marketing Environment………………………………………………………….4
PESTEL Anlaysis…………………………………………………………………4
Competitor Analysis ……………………………………………………………...5
SWOT Analysis……………………………………………………………………..6
Introduction
Launched during/in the mid-1970s, the Nepalese shoe
and GOLDSTAR is the 1st & core business of the group. Since the very beginning, GOLDSTAR has established a firm position in the Nepal shoe market as one of the biggest footwear producing company/group in Nepal.
GOLDSTAR has earned a robust & firm good-will due to its use of genuine raw materials & modern technology. Although, origin in Nepal, GOLDSTAR is gradually setting a strong feet in Indian markets too.
Nepal has always been a price conscious market, therefore GOLDSTAR shoes has always maintained its goodwill of genuine products. It chose such raw materials, technologies & equipments which was hard for the competitors to replicate. This gradually led to a high market value & goodwill of GOLDSTAR shoes & it has set a noticeable benchmark in the footwear industry that other
ands strive to meet. GOLDSTAR shoes were originally established by the founders of ‘HATHICHAP CHAPPAL’ during the mid-70s.
The purpose of this assessment is to gauge to prepare a comprehensive report about Gold star that includes an in-depth overview of micro and macro factors that would help Gold star devise its marketing strategy.
MARKETING ENVIRONMENT
In general, marketing is very crucial & important part of a business/company. Successful & intriguing marketing strategies play a vital role in increasing the credibility, good-will & economical steadiness of a company
usiness. It also increases the
and/product awareness.
The two most important marketing environments which play a vital role in the economic improvement of a company are----Micro & Macro marketing environment.
MICRO MARKETING
Micro Marketing is a marketing strategy which is used to target a small group of consumers who have specific needs for the product, & these specific groups of people are highly lucrative consumers.
Some of the common Micro Environment Factors are----
· SUPPLIERS
Suppliers are an important aspect for the growth & betterment of a company. Supplier is the main person who supplies the raw materials to the factory/processing unit for a business. Any discrepancies from the supplier’s side can harm the goodwill of a company. A supplier’s role/product is the most important part of a finished product. In case of GOLDSTAR, quality is the main priority, for which handpicked suppliers are chosen, resulting in best quality raw material & products.
· RESELLERS
Resellers too, play a very important/vital role in maintaining the structural integrity of a company. The reputation of a reseller---retailers, whole-sellers etc. has a strong impact in the business of a company a good reputation can gradually lead to an increased credibility/good-will of a company. The resellers working for GOLDSTAR has a good hold in the market, resulting in an increased profit.
·...