CASE SEWA Trade Facilitation

Centre
STRATEGIC MANAGEMENT

Presentation By:Jappreet S. Bhatia

Roll no. 20142012
PGDM 2014-16

KEY ISSUE

What strategy should the company adopt to

shift from a non profit organisation to a profit
making organisation in the long run ?
Understanding the market trends,
competition from the organized and
unorganized players , and pricing, were some
of the areas of concern for the company
Marketing the art and skills of rural artisians
and not merely to sell the product

INDUSTRY ENVIRONMENT

Entry Barriers:
Supplier power:
Buyer power:
Substitute Availability:
Competitive Rivalry :

None
Weak
Strong
Many
Many

MACRO ENVIRONMENT NATIONAL

Domestic embroidery manufacturing is

almost unorganized with smaller units
operating in various parts of the
country .
The indian embroidery industry is
estimated to be worth around 1000
crores and out of it nearly 60 % of the
total output is contributed by organized
players .

CASE FACTS

SEWA was commenced in 1972 as a trade

union .
The key objective of SEWA was to provide
platform to poor rural women to exhibit and
sell their skills to the people at large and in
the process support their livelihood.
The vision of SEWA was to ensure socio
economic security and appropriate
employment opportunities for the
underprivileged rural craftswomen.

CAUSES

The organisation had started with the purpose

of providing employment opportunities and
livelihood to underpriviledged , rural women
from the state of gujrat , who were badly
affected by the fatal earth quake in 2001 .
The initiative transformed into a
comprehensive profitable venture eventually.
Its principle was that 60 % of the of the total
cost of production for every product would go
to artisians as income.

STRATEGIES ADOPTED

Coordination with the rural artisans

Support in the areas of design , production
Attractive financial return formula and distribution
Every artisan was endoresed as stakeholder in the
company which gave them a sense of security and
ownership in the company
Differentiation StrategyAbility to differentiate the firms product

Build repeat buying

Sales and marketing
Pricing strategy
Logistics and supply chain

AGREE/DISAGREE WITH STRATEGY ADOPTED.

MY OPINION AGREE (RATIONALE)

High trust and respect for the

organization in the eyes of stakeholders
Public image building due to socio
economic benefits of the business in
hand.
Will be less affected in economic
downturn
Strategies are in line with that of

THANK YOU