Internship Report on Assessing Marketing Strategies and Export Performance in the Tobacco Industry: A Case Study of Bengal Leaf Tobacco Industries

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.