An effective strategic marketing framework for the sustainable growth of Pakistan's textile industry in the long run: Sarah textiles, Pakistan

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Abstract Title: An Effective Strategic Marketing Framework for the Sustainable Growth of Pakistan’s Textile Industry in the Long Run: Sarah Textiles, PakistanAim / Purpose: The study aims to present the framework for strategic marketing for textile companies. For textile companies, it is essential to develop an effective framework in order to analyze the market and internal capabilities. Based on this, the purpose of this study was to explore the strategic marketing framework used by Sarah Textiles in order to gain sustainable growth in the market.Methodological Approach: The data collection technique selected for the study was qualitative as well as quantitative. A questionnaire was developed, and 150 employees working in Sarah Textiles were approached. In addition, for the qualitative research, 12 managers working in Sarah Textiles were approached for face-to-face interview. The quantitative survey data was analyzed with the help of SPSS, and the descriptive analysis, Chi-square and contingency coefficients were obtained based on cross tabulation. These tests were applied as the data was non-parametric.Main Findings: The findings of the study suggest that a strategic marketing framework is the most important tool that provides a holistic view of organizations regarding the external and internal environment. In Pakistan’s textile sector, companies face tough competition due to lack of proper scanning. Based on this, by applying a strategic marketing framework, companies within the textile sector of Pakistan can easily enhance their performance and achieve sustainable growth.Main Conclusion: The research concludes that the use of a strategic marketing framework by Sarah Textiles provides a holistic view of the business environment and results in business sustainability.