A Project On Determining the success factors of international marketing of RMG: A case study of 4 RMG's in Bangladesh

Abstract

RMG’s of Bangladesh have expanded their operation and business in the different markets. The international marketing strategy carries the different elements where the organization prefers to determine the success factors for the strategy. 4 top RMG in Bangladesh such as Al-Muslim Group, Ha-meem Group, Beximco Fashion Group and Square fashions Ltd have been working internationally while creating the value to the economy and the monetary policy of Bangladesh. The researcher has focused on the success factors of the international marketing strategies of RMG in Bangladesh for the development of the reputation and profitability. The aim of the paper was to investigate the factors that contribute to the success of developing an effective international marketing strategy of RMG’s. The researcher has searched for the primary data while accepting the positivism and deductive research approach. The survey research strategy has been used to apply the questionnaire method to collect data from 20 respondents of RMG’s of Bangladesh including Al-Muslim Group, Ha-meem Group, Beximco Fashion Group and Square fashions Ltd. The analyzed data has represented that the communication, usages of technology, culture of the global market, adaptability and flexibility of the marketing strategy and employee engagement have been the success factors of international marketing strategies of RMG’s in Bangladesh.