Marketing Practices of Consumer Knitex Limited

Abstract

The Ready-Made Garments (RMG) sector is essential for Bangladesh, serving as the backbone of the economy and significantly contributing to GDP and export revenues. Consumer Knitex Limited is a vertically integrated textile producer that specializes in fast-fashion jersey apparel. The objective of this report is to know the marketing practices of Consumer Knitex Limited. This report consists of six chapters: Introduction, Company and Industry Preview, Methodology, Analysis and Findings, Internship Experience, and Conclusion and Recommendations. This descriptive research utilized secondary data from various sources like online, websites, journals etc. The study revealed that Consumer Knitex Limited is effectively embraces the marketing mix in the context of Bangladesh and ensures alignment of marketing decisions with the actions of the forces both in the home country and the abroad. The pricing approach is value-based, where the goal is to achieve a cost-effective method of providing and sustaining the perceived customer value. The major suggestions are that Consumer Knitex Limited could invest more in Sustainable Practices to develop and encourage ecological and ethical developments in manufacturing. Moreover, Consumer Knitex may introduce and improve CRM systems that enable selling organizations to more effectively manage their selling relationships, track preferences and engage in targeted communications.