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Analysis of the leather industry for succes[s]ful marketing of DS Leathers.

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DS Leathers, a leather manufacturing venture is faced with a challenge of penetrating the highly competitive leather industry. This study attempts to investigate what it will take for DS leathers to succeed, how can DS Leathers become more effective than its competitors in creating, delivering and communicating customer value? The study investigates the needs of DS Leathers prospective customers, analyzes the leather industry dynamics, key success factors and DS Leathers resources. A customer-focused company first investigates what its potential customer's desires are, and then builds the product or service. It was therefore pertinent for DS Leathers to pursue this exercise in order to be able to make informed strategic marketing decisions. The study lays a foundation and a framework for DS Leathers marketing management by reviewing a set of core concepts that are perceives as being fundamental to creation solid foundation for successful marketing. Concepts discussed include the development of marketing strategies and plans, capturing marketing insights, connecting with customers, building with strong brands, shaping market offering, delivering value, communicating value and creating long - term growth. The findings are that the industry is highly competitive with a lot global players. It is recommended that DS Leathers should focus on footwear and furniture segments, initially supplying the local government whilst developing its skills and its brand. The conclusion reached is that DS Leathers can achieve success by investing towards its attitudinal resources and superior skills, developing them into distinctive competencies for delivery of superior value.


Thesis (MBA)-University of KwaZulu-Natal, 2006.


Strategic planning., Leather industry and trade., Competition., Marketing., Theses--Business administration.