Abstract:
This study investigates the marketing strategies and supply chain challenges faced by Bengal
Leaf Tobacco Industries and their impact on export performance. The research adopts a
qualitative design with a case study approach to gain in-depth insights into the perspectives of
employees from the company’s marketing and supply chain departments. This methodology
ensures a comprehensive understanding of the research objectives.
The study focuses on identifying critical marketing strategies, such as global partnerships,
sustainability initiatives, and regulatory compliance, and their role in enhancing export
performance. Additionally, the research examines key supply chain challenges, including
supplier selection, inventory management, workforce efficiency, and logistical inefficiencies,
to determine their influence on lead time reduction and operational efficiency.
A purposive sampling technique was employed to select 7 participants, all of whom are directly
involved in the company’s marketing and supply chain processes. Data were collected through
structured phone call interviews conducted over a three-month period (September 2024 to
December 2024). The cross-sectional methodology allowed for the collection of data at a single
point in time, providing a clear snapshot of the challenges and strategies in these critical areas.
The study utilized ATLAS.ti 9 for thematic coding and qualitative data analysis, enabling the
identification of patterns, interdependencies, and relationships between variables. Microsoft
Excel was used for organizing data and generating visualizations to complement the qualitative
findings. This integrated approach ensured robust and reliable analysis.
Key findings reveal that marketing strategies play a significant role in driving export
performance, with global partnerships and sustainability initiatives emerging as pivotal factors.
However, challenges such as regulatory constraints, logistical inefficiencies, and workforce
management issues hinder optimal performance. Recommendations include enhancing
supplier relationships, investing in sustainability-aligned marketing strategies, streamlining
logistics operations, and improving workforce training to strengthen both marketing and supply
chain efficiency. This study provides actionable insights and strategic recommendations for
Bengal Leaf Tobacco Industries to address challenges, optimize resources, and enhance export
performance in the competitive tobacco industry.
