Identifying Marketing Challenges of Consumer Knitex

Abstract

Compagnie Mauricienne de Textile Ltée (CMT) established in 1986 in Mauritius. Consumer Knitex is a sister concern of CMT. The mission Statement of the company is “From where we come… to where we’re going”. We strive to be the number one world-class manufacturer of top quality garments and jersey wear, by investing in technology promoting training and development for our people. Consumer Knitex have three factories in Bangladesh. One is located in Trishal, another is in Bhaluka and last one is in Shreepur.

It is specialized in the design and production of fast-fashion jersey wear products for the finest clothing brands and fast-fashion retailers on the high streets. It begins with raw cotton of the finest quality. From the first stage of spinning; through the knitting, dyeing, finishing, cutting, sewing and through to the final step of careful embellishment; every phase in our vertically integrated process is carefully detailed and precision crafted, which serves to accentuate our highly impressive turnaround time.

As a one-stop shop in jersey wear, CMT offers a full range of cut and sewn garments for ladies, men and children. Products range from basic t/shirts and polo/ rugby shirts to more intricately sewed fancy garments with embellishment. It has also some threats but also has opportunities, opportunities is stronger than threats. Consumer Knitex sets its price its follow penetration pricing policy and maintains three strategies to fix the price in market to deliver the world class jersey wear follow direct channel and indirect channel. To capture the market, they use different technique like as provide world class clothing and also use promotional tools that create awareness.