Formulating an effective marketing strategy : a case study of the Gobi Cashmere Company in Mongolia | |
| Author | Jargalsaikhan, Khaliunaa |
| Call Number | AIT RSPR no.SM-04-01 |
| Subject(s) | Marketing--Mongolia Strategic planning--Mongolia |
| Note | A research study submitted in partial fulfillment of the requirements for the degree of Master of Business Administration, School of Management |
| Publisher | Asian Institute of Technology |
| Series Statement | Research studies project report ; no. SM-04-01 |
| Abstract | Cashmere is Mongolia's third largest official export, after copper and gold, and provides income to over a third of its 2.4 million people. The cashmere industiy is the economy's single largest employer providing jobs for over 16 percent of the work force and accounting for over 6.3 percent of GDP over 1993-2001. It is a principal source of livelihood for Mongolia's poor. Developing an efficient and competitive cashmere industly that exploits strategic linkages between and across the industly to add value reduce costs, and increase incomes will be one of the main measures of Mongolia's successful ti·ansition from a command to a market economy. The demand for luxmy goods such as cashmere remains high and industi·ies in the luxmy goods apparel sector continue to be very profitable. Despite all these shortcomings there are many reasons to be optimistic about the cashmere industly's future. Mongolia has strong comparative advantages in cashmere production. . Cashmere demand is bound to increase with improved world economic conditions. Due to above mentioned facts; there is significant grove in cashmere processing companies and the fierce competition for serving foreign and domestic customers among them. The challenge is how to gain competitive advantage, and ti·ansf01m into highly productive and efficient company of this industry capable of competing in the world market, as well lead domestic market? This paper examines the structure, conduct, and organization of Mongolia's cashmere industry and discusses the strategic supply chain linkages needed to improve its production, marketing, and competitiveness. The paper will look at how agents along the cashmere industly supply chain can generate collective efficiencies and gain competitive advantages by deepening collaboration. It will also examine how public policy affects industly and firm decisions on cashmere production and marketing systems, and the incomes of herders and rural communities. It suggests a set of actions and policies for the private and public sectors-including the donor community-to facilitate cashmere's ti·ansition to a truly competitive industly. This paper points to measurable benefits from improving the policy and market environment for cashmere. It examines the entire chain from raw cashmere production to exports of cashmere products- all the links involved in managing the production and flow of products, services, and information from the herder through to the end consumer of cashmere. The main focus will be to identify key areas where collaborative change can be instrumental in improving industry revenue, reducing costs, and efficiently allocating resources. From this research, we identified the core issues to be considered to improve competitiveness in cashmere manufacturing and tried to give them appropriate solutions and recommendations. We focused more on involvement and controlling over marketing related activities by analyzing the case of one Cashmere Company. |
| Year | 2004 |
| Corresponding Series Added Entry | Asian Institute of Technology. Research studies project report ; no. SM-04-01 |
| Type | Research Study Project Report (RSPR) |
| School | School of Management (SOM) |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Swierzeck, Fredric William; |
| Examination Committee(s) | Ramachandran, N.; Sununta Siengthai; |
| Scholarship Donor(s) | Asian Institute of Technology Fellowship |
| Degree | Research report (M.Sc.) - Asian Institute of Technology, 2004 |