Buyer-seller relationship – challenge in export marketing for The Handicrafts and Handlooms Export Corporation (HHEC)

Abstract

Subject area

International marketing/export marketing.

Study level/applicability

This case is appropriate for discussion in courses such as international marketing and export marketing of post graduate studies in management. The case can also be used for management development programmes concerning practising managers.

Case overview

The case is based on export marketing strategy with special focus on developing strong buyer (customer) relationships and the associated challenges of a trading company, The Handicrafts and Handlooms Exports Corporation of India Ltd (HHEC). The corporation primarily engages in export of handlooms and handicraft products from India. Since 2005-06 the corporation has been incurring losses and it was only in 2010-11 that the corporation has registered a positive net profit.

Expected learning outcomes

To understand the appropriate strategies for buyer retention; to understand appropriate promotion strategies of non-essential items like handicraft, handloom and carpets; and to help students in making decisions for export marketing like understanding product characteristic, development of samples, procurement of products, vendor management, and pricing decisions.

Supplementary materials

Teaching notes.

Citation

Sharma, A., Dey, A.K. and Karwa, P. (2012), "Buyer-seller relationship – challenge in export marketing for The Handicrafts and Handlooms Export Corporation (HHEC)", , Vol. 2 No. 1. https://doi.org/10.1108/20450621211214469