Textile and Apparel Management and Merchandising

Abstract

This study summarises the main conclusions and analytical insights from an internship programme undertaken at the Garments Export Village Ltd-Amternet Group, one of the most important companies in the industry for knit fabric and a leading expert in the field. My principal aim was to acquire hands-on practical experience in the marketing and commercialisation of the Group’s woven fabrics division, with an in-depth assessment of each step of the value chain from product development to launch. The following parts examine the company’s tailored sales and marketing strategy for the woven products. This includes an in-depth study of the company’s segmentation and targeting of the market, development of innovative product positioning, and sustained promotional strategies to achieve optimal market penetration. Also, the paper gives a short examination of Amternet's current position against the competition in the overdeveloped woven textile industry. The aim of this research is to provide actionable recommendations to expand the scope of the company and broaden its strategic market positioning. Ultimately, the internship was an exceptional opportunity to learn. It not only deepened my appreciation and understanding of the woven fabric commercialisation process— a large area of fabric commercialisation the company had knit expertise in— but it also equipped me with the vital skills to analyse and navigate difficult situations.