DAMA: Weaving lives
Description
The previous year had not been particularly favourable for DAMA. Its largest buyer of pre-ordered fabric, Fabindia, underwent restructuring in its logistics operations and consequently stopped procuring fabric, a significant decline from earlier purchases that accounted for nearly 50 percent of DAMA’s output. Despite this setback, DAMA continued to market its products by diversifying its sales channels, including bulk buyers, retail exhibitions and direct home sales, thereby avoiding a substantial buildup of excess inventory. However, this episode exposed vulnerabilities within the organisation and highlighted how changes in the broader market environment could affect its functioning. It also prompted the need for introspection regarding the group’s identity, strategy and organisational structure, which appeared complex and in need of coordinated intervention across multiple dimensions.
Copyright Date
January 2012
Publication Date
1-1-2012
Publisher
Indian Institute of Management Ahmedabad
Keywords
Cotton industry, Marketing, Retailing, Textiles, Value chains
Source Link URL
http://sk.sagepub.com/cases/dama-weaving-lives
