Marketing Strategies and Business Model Used to Empower the Local Craftsmen by Daraz Bangladesh

Abstract

Bangladesh as a country has a vast history of cultural pride and craftsmanship. But, due to globalization and cross border business opportunities the local businesses have been pushed aside and due to that the local craftsmen are leaving their ancestral skills of work and moving to more generic professions. To revive and empower these craftsmen Daraz Bangladesh has initiated a program called “Social Enterprise” under their CSR & Sustainable Department also known as Amar Daraz. The social enterprise of Amar Daraz focuses on sustainable development of the local sellers and their goods. These new sellers mostly sell goods that are locally produced, which helps the local market with the ensurity to keep our heritage and craftsmanship intacted. This research aims to find out the marketing strategies and business models that are used by Daraz. This study will be based on the external and internal resources of Daraz and the data will be analyzed through SPSS/Excel.