Implementing E-Commerce

Himalayan handloom and handicrafts

Efforts by-
Anurag Choudhary
Neelesh Mishra
Samar Chowdhary
Introduction
Himalayan handloom and handicrafts was set
up in 1975 by Mr. Purushottam Chand with his
father in Macleodganj(H.P.).
Situated at the monastery road, 50 meters
from the main square.


Products

Kullu shawls
Pashmina shawls
Woolen gloves
Woolen socks
Himachali jackets
Foot wears
Mufflers
Stoles


Market
Analysis
tools
SWOT
PESTEL
Marketing
Mix
Customer
Market
Porters
five forces
SWOT
Specialized in hand crafted himachali goods
Experience of ages
Goodwill
Easy and cheap availabilty of raw material
Rich heritage of himachal
Wide market both local and foreign
Strengths
High lead time
High prices
Lack of promotion
Only 1 outlet
Weakness
High demand in foreign market
Increasing preference for quality
products
Preference for hand crafted goods
Interest of tourists in indian tradition
Opportunity
Competitors
Cheap substitutes
Threats
Customer
Market
Indian tourists Local buyers
Foreign
customers
PESTEL
Political
Stable political environment
Government promoting tourism
Government concerned about the quality of the
infrastructure such as the road
Economic
Cheap raw material
Availability of cheap labour
Economically stable condition of region
Social
Rich himachal culture
Local people still prefer traditional items
Changing social culture due to tibetian migrants
Younger generation adapting western culture
Items like traditional caps are in trend these days
Technological
No online sales or promotion
No machines used. Only handlooms used
No computer added designes
Legal
No age or gender discrimination
No child labour
Only genuine items are sold
The four Ps of marketing mix-
Marketing
mix
Price
Product
Place
Promotion
Customers wants and needs are fulfilled.
Aesthetically appealing.
Good quality products.
Product
High price range
But still the products have a great demand.
Price
Convenient to reach
Near the main square of the city
On road location
The city is a major tourist spot
Place
No promotion
No posters or directions for the shop
Promotion
Threat of new competition

Threat of substitute products or services

Bargaining power of customers

Bargaining power of suppliers

Intensity of competitive rivalry


Good location
Variety of products
High price range
Fair enough demand
No promotion
No expansion of business
Poor business tactics
No technological advancements
Potential buyers all round the globe
To promote Himachali crafts
Can take large orders from buyers
Expanding market size
Can order raw material online (B2B)
Customer selection becomes easy
To save the dying art

BUSINESS PLAN
B2B B2C
RECOMMENDATIONS
Increasing the promotion. Can be done either by putting posters and
advertisements on the streets or by advertising on popular sites and
adding links on the search engines.
The should be giving seasonal offers to their customers.
Ask their workmen to promote the organization in different cities when
they travel or the belong to.
The organization should increase the mode of payments for customers .
They could provide order tracking facilities for their customers so that
customers can track their order any time and can find it in case the
delivery is not on time.
Opening outlets in nearby cities where scope of sales is more.
They can generate revenue by using advertising revenue model.
They could provide status of the order online for their customers. This will
help customer to see the lead time of the organization, when the delivery
is expected and when the order is starting and ending.
They could use their site for spreading awareness about the cultural
heritage and the traditional handicrafts.


PROS AND CONS
Round the clock business.
More promotion, more customers, more
money.
Easy customer accessibility.
Increased customers all around the globe.
Easy payment modes.
Virtual stores reduce store set up cost(apply
savings to improve quality).
Legal assistance will be necessary and will
require the copyrights of numerous products
and various legal rights.
Various kind of taxes will be implemented on
the products, thus increasing the prices.
Danger of the piracy of the designs.
The online information such as techniques,
designs, motifs, patterns will have to be well
regulated and safe enough that it does not
cater to the evolution of a Knock-off market
with lower price and diminished quality this
can also ruin the reputation of the product.
Capital investment will also increase and the
setup cost of various department will also be
included in the product price.