An Analysis of Marketing Barriers to RMG Industry in Bangladesh

Abstract

As a prime source of earning foreign currency, RMG (Ready-made Grarment) products tremendously contributing to Bangladesh economy. The study principally aims at determining the RMG marketing barriers facing the RMG owners, marketers, and the government as well. Most of these marketing barriers are identified and analyzed using the marketing mix tools, the combination of product, price, place (distribution), and promotion. The study is based on both primary and secondary data. A sample of 30 RMG manufacturers selected from the capital city-Dhaka and the industrial city-Narayanjong has been surveyed for this study. At the end of the study, number of recommendations, including establishing strong backward linkage, using state-of-the-art technology, reducing tariffs on imported raw materials and machinery, paying attention on compliance issues, ensuring uninterrupted supply of gas and electricity, building efficient transport system, etc. has been prescribed for different stakeholders of RMG industry in Bangladesh.