This research develops a marketing plan for Kreenholm Manufactuur, a textiles production and marketing firm located in Estonia. The marketing plan for the company is developed in two stages: (1) an analysis of the situation and (2) a marketing strategy.
Apparel and textiles are often considered as separate industries, as the latter produces the fibers and fabrics and the former produces finished garments from those fibers and fabrics. In an economic context, however, the problems faced by the two industries have been strikingly similar, and the two industries are often considered as if they were a single industry. The unified approach to apparel and textiles is followed in this research, and the term textiles industry refers to both the production of fibers and fabrics and to the manufacture of finished garments. Kreenholm Manufactuur is involved in both apparel and textiles.
The situation within which Kreenholm Manufactuur must function is addressed in this section. The facets of the situation analyzed are (1) the Estonian economy, (2) the textile market, (3) the textile industry, and (4) Kreenholm Manufactuur.
Projections for aggregate growth in the economies in transition mask wide variations in economic conditions among individual countries (World, 1994, p. 12). In most of Central and Eastern Europe, bold economic reforms have created the macroeconomic environment necessary for sustained growth. As the recoveries in Western Europe get under way, export prospects should strengthen and provide further support to the Central and Eastern European economies. Relatively strong expansions are under way in Albania, Poland, and Slovenia. Activity also is recovering in the Baltic countries. In Russia and most of the other countries in transition, however, the economic situation continues to be difficult, although the decline in output is expected to bottom out in most cases in 1995-1996, and monthly inflation is projected ...