competition intelligence Analysis in mamnagement.pptx
- 2. COMPETITIVE INTELLIGENCE PROCESS AND STRUCTURE AMAZON KARIGAR SM-11- MFSA EXAM- EPGP-12- SARAVANAN Formal Infrastructure and Employee Involvement Planning & Focus Collection Analysis Communication Decision Amazon Karigar Aims to focus upon onboarding the traditional Crafts and rural artisans Their plan is majorly towards creating a visibility, direct access and reduced logistics expenditure The marketing Mix creates an integrated effort on the entire industry than doing marketing for individual art forms and the product range Region wise handicrafts Wall d辿cor Handloom fabrics, Sarees and other textiles including upholsteries Sculptures and dolls Carpets Lampshades like utility products to meet the needs of individual buyers, Wholesalers, Interior Decorators and emporiums. The structure of the project has been made with in-depth analysis on its potential to reach global market. The execution of this project has been well executed with the available infrastructure of Amazon for other product range. Integration of artisans and segmented customers are carried out through proper strategies on creating visibility and pipeline structure The market communication is happening through majorly social media platform. The focussed content creation is executed by the brand building process to create an exclusive taste for the handicraft products. The sense of pride and cultural richness is highlighted in its advertisements and media presence The overall decision on integrating the artisans though the platform is a wise decision to take the social cause with a great ROI. It is a win- win situation for the artisans, Customers and the company. The network effect has been very effective and the company is progressing with onboarding of 150000 artisans.
- 3. Power of Buyers Power of supplier Rivalry New entrant Substitute Diversified products at various price range gives options. More sellers with unsold artefacts. Imported artefacts and textile as alternative Luxury creations Exclusivity Material and techniques Geographic al Index Patents and IPR of designs and materials Unorganised market selling Exhibition business structure Boutiques, Art Galleries and emporiums Less entry Barrier Low labour cost Rural skill and techniques are easy to copy without legal issues Moulds / 3D printer Made crafts China Imports machine made textiles Western ambience against Indian aesthetics PORTERS 5 FORCE ANALYSIS INDIAN HANDICRAFT INDUSTRY (FOR AMAZON KARIGAR- STRATEGY FRAME- SM-11- EPGP-12)
- 4. Attributes Company Specific value proposition Funding Strength/Weakness Target Customer Product/Category Target Customer Product specific Pricing Tjori Jaypore Craftsvilla It is a marketplace of handcrafted products made by self, artisans and designers Online and Offline Inventory model for handcrafted and indigenous goods made contributed by artisans, designers and self- made by Jaypore. uses a marketplace model to capture the regional variations of India. Connects local artisans designers directly to global customers and thereby increase their livelihood, remove middlemen, help them create/promote their brand $2.9M invested led by Hindustan Times, Mckinsey & company $8.4M by 2 investors. Now acquired by Aditya Birla Fashion and retail $62.7M investment led by Sequoia capital, light speed venture, Global founders, Supera Mostly restricted with apparel as a category. Creates its own products along with listing artisan's work. selling products that are self-made, made by artisans or designers. Essentially a luxurious brand that is selling the products at very high prices. restricted to apparel and lifestyle category- connects artisans to global customers, remove middlemen to ensure artisans get the best price of their products sold. Apparel and Lifestyle Apparel, d辿cor, apparel and lifestyle Online shoppers for apparel and clothing High segment shoppers both offline and online audience that has capacity to invest in home and apparel luxury brands Online shoppers for apparel and clothing Medium expensive Expensive Medium expensive