MVS Saree: Struggle for Survival in a Growing Market
商品編號：W41959
出版日期：2025/03/19
再版日期：
商品來源：
商品主題：General Management/Strategy; Marketing
商品類型：Case (Field)
涵蓋議題：saree market;handloom sarees;digital marketing;pricing strategy;mvs sarees;competitive landscape;sell-through rate (STR);online saree store;indian handloom;premium sarees;boutique saree shop;consumer preferences;western wear shift;discounting strategy;roi in marketing;growth opportunities;digital marketing strategy;keyword optimization;brand management;indian weavers.
難易度：4 - Undergraduate/MBA
內容長度：18 頁
地域：India
產業：Retail Trade
事件年度：2024
Ashok Betraj’s venture, Maanini Vastra Samskrithi Pvt. Ltd. (MVS), was a boutique saree store specializing in 250 varieties of handloom and specialty sarees sourced from impoverished weavers across India. Despite its social mission and reputation, MVS was caught between organized premium players in the market and unorganized sellers offering lower prices. The saree market’s shift to online platforms and urban consumers’ preference for Western wear exacerbated the situation. Compounding these issues, the handloom sector struggled with limited funds, outdated designs, and competition from cheaper power loom products. Declining sales and flat revenues in 2023, coupled with excess inventory, posed critical threats to MVS’s viability. In March 2024, Betraj faced pivotal decisions: expand digital marketing efforts, diversify into handloom garments, or adopt aggressive discounting strategies to liquidate stock. His choices would determine MVS’s ability to navigate the shifting dynamics of the saree industry.
教學手冊：MVS Saree: Struggle for Survival in a Growing Market - Teaching Note
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