SWOT Analysis of FabIndia with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis
Fabindia Overseas Pvt. Ltd
Apparel and Accessories
Lifestyle and Retail
Completely Indian products
Men, women who want to buy complete Indian products.
Urban upper and middle class families.
Lifestyle brand which is Indian at heart.
1. The brand has maintained its Indianness with the authenticity of hand-woven fabric for over years 2. The brand has provided sustainable employment for the skilled artisans in rural areas 3. The autonomy given to employees has helped induce accountability among them 4. The fact that the brand strongly believes in word of mouth marketing which has proved very effective as the brand does not advertise
1. The brand is losing out on attracting new customers as it hugely depends on repeat purchases 2. Not enough experienced personnel to push FABINDIA towards growth in the retail sector 3. Limited global penetration despite huge potential in NRI market
1.The brand needs to tap the potential of organic foods by creating awareness about their merits. 2. Display of FABINDIA products in MBO’s and collaborating with various construction groups would give greater visibility to the brand 3. Geographic expansion in US and UK with huge Indian population
1.Unorganized local players can be a serious threat to the brand 2. Development of state owned co-operatives in the same segment can be serious competition 3.Consumers tilt towards foreign brands in the lifestyle segment
1. Cotton Emporium 2. Khadi Gram Udyog 3. Good Earth
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