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Marketing Dilemma of SRP Weavers Cooperative Society

CASELET, MARKETING MANAGEMENT
ET Cases, 3 Pages

Case Preview

Marketing Dilemma of SRP Weavers Cooperative Society

 

Anand S, an MBA with specialization in Marketing was the son of K. Shankar a 50- year old survivor of the fast-disappearing weaving community. Anand hailed from a small village Seetharamapuram near Sircilla once a power loom-weaving hub in Karimnagar district, Telangana, India. With lot of interest and enthusiasm, Anand established SRP Weavers Cooperative Society, in the village, but was soon faced with a dilemma on the marketing front.

From his childhood, Anand was witness to the travails his community was facing. He had always nurtured the urge to help and uplift the weavers’ community. After completing his graduation, he was placed in a reputed company as a marketing executive. Within a short span of time, he was promoted as the Marketing Manager.

From the initial days of his career, Anand saved a portion of his earnings for his long nurtured dream and also received help from people who had an inclination to help the weavers. To improve the socioeconomic status of the village and the people, Anand wanted to establish a cooperative society in the village. But his father was  against the idea and asked him to take care of his career and family. “I want to give back something to the society, as a responsible citizen. If every individual thinks  selfishly, then how can a society progress”, argued Anand. After a series of discussions, he could convince his father to be a part of his initiative..................

Teaching Note Preview

Marketing Dilemma of SRP Weavers Cooperative Society

 

Prerequisite Conceptual Understanding

  • • Philip Kotler, et al., “Chapter 2: “Developing Marketing Strategies and Plans”, Marketing Management, 14th Edition, Pearson Education, 2013

 

Synopsis

This caselet provides an opportunity to discuss and analyze the strategic issues faced by the handloom weaving community. Set in the backdrop of the weaving  community from a small village nearby Sircilla, a major weaving hub in Karimnagar district, Telangana, India, the caselet highlights the problems faced by the weaving community. Anand S, an MBA with specialization in Marketing was the son of K. Shankar a 50-year old survivor of the fast-disappearing weaving community. Anand hailed from a small village Seetharamapuram near Sircilla once a power loom-weaving hub in Karimnagar district, Telangana, India. With lot of interest and enthusiasm, Anand established SRP Weavers Cooperative Society, in the village, but was soon faced with a dilemma on the marketing front.

Expected Learning Outcomes

After discussing the caselet, the students are expected to understand:

  • • Various problems and issues faced by the handloom weaving community
  • • Marketing problems of handloom products of the society

 

Assignment Questions

  • I. Discuss the broad issues or problems faced by handloom weaving community.
  • II. Identify the marketing problems of handloom products of the society.
  • III. What concrete measures would help to arrest suicides of weavers especially handloom weavers and ascertain the future of the weavers and their art.
  • IV. ...................

 

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Abstract


This caselet provides an opportunity to discuss and analyze the strategic issues faced by the handloom weaving community. Set in the backdrop of the weaving community from a small village nearby Sircilla, a major weaving hub in Karimnagar district, Telangana, India, the caselet highlights the problems faced by the weaving community. Anand S, an MBA with specialization in Marketing was the son of K. Shankar a 50-year old survivor of the fast-disappearing weaving community. Anand hailed from a small village Seetharamapuram near Sircilla once a power loom-weaving hub in Karimnagar district, Telangana, India. With a lot of interest and enthusiasm, Anand established SRP Weavers Cooperative Society, in the village, but was soon faced with a dilemma on the marketing front.



Pedagogical Objectives

  • To analyze and discuss various problems and issues faced by the handloom weaving community
  • To identify the marketing problems of handloom products of the society
  • To discuss and debate on the dilemma that Anand was facing whether to continue with the existing marketing strategies or to make a tie up with new consultant for new marketing strategies



This Case Pack Includes:
 - Abstract
- Caselet
- Teaching Note (**ONLY for Academicians)
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