A study on marketing strategies and practices with reference to salt industry in tamilnadu

Abstract

Marketing strategy has the fundamental goal of increasing sales and newlineachieving sustainable advantage over the competition. The strategy decisions newlineare always difficult. Strategic planning begins with analysing the business newlineenvironment, both internal and external, which includes understanding newlinestrategic constraints. The major objectives of the study are to measure the rate newlineof implementation of marketing strategies and practices in salt industry, newlineanalyse various problems faced in the industry and to measure the newlineperformance of the salt producers, evaluate the impact of market forces and to newlineidentify the discriminant aspects among the salt producers. The applied newlinesample procedure of the present study is stratified proportionate random newlinesampling. Thoothukudi, Kanyakumari and Vedaranyam are the three regions newlineselected for the study. Totally there are 2474 salt producers in these regions newlineamong which 1995 from Thoothukudi, 151 from Kanyakumari region and newline328 from Vedaranyamregion. newlineThe determined sample sizes of the study are 333, 109 and 180 newlinefrom Thoothukudi, Kanyakumari and Vedaranyam region respectively. Hence newlinethe total sample size is 622 salt producers. Out of the 622 sample units only newline335 units fully responded the questionnaire which consists of 9 large units, 19 newlinemedium units and 307 small units. The relevant data for the present study newline