Abstract:
Comprehensive study on marketing mix strategy application towards market
effectiveness in handloom industry ( with special focus on kalmunai divisional
secretariat division)" by SEU/IS/06/MG/049, SMM.Fayas which was studied with
the purpose of identifying marketing knowledge and practices of handloom product
manufacturer to develop marketing strategic practices to improve handloom industry
by recommending possible solution similar to an established organization with special
reference to Kalmunai division of Ampara District. The research was designed to
analyze marketing mix strategy through univariate analysis. The data were measured
by using descriptive analysis and evaluated by five point likert scale method. This
research gathered information regarding each marketing mix element strategic
practice in making market effectiveness.
It was interpreted by tables and graphs with descriptive measures. Manufacturers are
practicing quality and designing strategy but branding strategy. Pricing decisions are
not in stable position in handloom industry. The placing strategy implementation is
being complex to make effective market. There is a poor level of promotion strategy
used to communicate product to market. Further this research was studied the
operation regarding Department of Industries Development in promoting handloom
industry in Kalmunai. There were several influences make manufacturers into critical
situation to apply marketing strategies to create an effective market in this industry.
Furthermore this research concluded why this industry should be protected, how can
be strategically improved were also discussed
