| 內容簡介 | The case discusses the competitive and market analysis for Lucknow based firm SEWA in focus. SEWA started as a firm indulged in social upliftment of Chikankari workers which was achieved through trainings in skill upgradation, design and technical development, entrepreneurship development and linkages for social security. The various types of competition: direct competition from local retailers, secondary competition from unorganized markets of Chauk and Nazirabad and indirect competition from substitute products have been studied and analysed. The problem of similar brand names adopted by various chikankari retailers selling similar products has been highlighted as a major threat in the case. SEWA has adopted the strategy of product innovation to attain competitive advantage. SEWA has developed various traditional and contemporary designs which have fared well in the market. |