Chapter-1 Introduction

1.
2.
3.
4.
5.
6.

Background of the Problem/Study

Statement of the Problem
Research Question
Objectives of the Research
Delimitation and Limitation of the study
Importance of the Study

Chapter-2 Review of the Related Literature

1.
2.
3.
4.

Introduction of a new product

Internationally demand for handicrafts
Financial security
Baluchistan handicrafts

Appendix
1.

Reference/ Bibliography (APA)

Topic:
A study to analyze the marketing opportunity of Baloch handicrafts in Sydney, Australia
Chapter-1 Introduction
1.

Background of the Problem/Study:

Pakistan is very rich regarding of its hand made products with traditional and identification
aspect. Mostly the producers of these handicrafts are women and girls, who with great skill
spend almost their free time in making these handicrafts in order to get earned and support their
family heads, as these women are considered talented but they are not as such empower to get
knowledge about the market access. The middle man has involved in sending these handicrafts to
market on profit margin without intimating these women towards reality about the value of their
products. The basic benefit of conducting this research is to identify the path for these women in
the long term so that they may get awareness about the actual market. And Bolan Crafts are
playing the role to implement the result to this research study.
The Bolan Crafts is intended to introduce its regional home made products to Australian market
so the need of marketing research arouse to look for the successful marketing strategy.

2.

Research question

What are the Marketing opportunities for the balochi handicrafts in Sydney,
Australia?
3.

Statement of the Problem

To determine the successful marketing strategy for developing new markets and customers in
Sydney for the handicrafts of Baluchistan Pakistan.
To find out the marketing opportunities for the balochi handicrafts in Sydney, Australia

4.

Objectives of the Research

Identify the target markets and customers for the Baluchistan handicrafts.
Identify the targets customers response for the products.
Explore the attitude of the competitors towards the handicrafts.
Recommend the promotional platform for the Baluchistan handicrafts
Identify the barriers involved in introducing the new product and accessing new

markets in Australia for the women producers of the Baluchistan.

5.
Delimitation and Limitation of the study:
The major Delimitation and limitation of the study are as follows:
i)

Time Constraint
The time will be the major constraint first to get the data from the foreign market
within the specified time and then to determine the strategy after analyzing the data
for introducing the handicrafts in the market however it can be flexible with the

efforts involve in the study.

ii)
Cultural and other type of bias
As the target population is from the Sydney, Australia so their cultural values and
ethical values will be considered as limitation of the study.
iii)
Fluency in a language
The fluency in the English is considered as the limitation of this research as the
study is totally depend on the data from the questionnaires, so it is important to
6.

cope this limitation.

Significance of this Study.

With the passage of time the quality of the craftsmanship has been declining and the value chain
has been infringed and the traditional sense of handicrafts has vanished. This sector is in need of
development and promotion in order to recover the culture and art of the Pakistani heritage.
Especially to promote the handicrafts of the Baluchistan for the purpose to empower the women
as they will become the earner to upgrade the living standards of women and help to eliminate
child labor by the participation of women in different productive sectors.
In Baluchistan the majority of the household women are involved in making the handicrafts items
only to get better their economic need however they face many hindrances such as low market
opportunities, lack of guidance regarding the current fashion trends and less working capital.
In Baluchistan 75% of the women of rural areas are involved in making handicrafts and send
locally to other places at cheaper prices. These products are exported to other countries with
individuals project or unregistered businessman through personal contacts and links with local
community and international markets so it has not any record on internet or with governmental
sources as Pakistan has no ministry of Handicrafts as well.

Chapter-2 Review of the Related Literature:

i)

Introduction of the New Product:

When introducing a new product to the market place, it is essential to

evaluate all aspects of the development process to ensure there are no
problems during the process, and that your product is a success when
launched. Market research should be undertaken at the very beginning of the
process to establish if there is a need for your new product, the features it
should include, what price you should charge for the product and where to
distribute it. Without identifying this key information, you are risking
introducing a product that your customers simply do not want, and will
therefore not buy it. (Kittaneh; jan, 24, 2014)

To Identify the demand of new product in new market we can use many techniques and the
E-marketing through social media, websites, mobile applications and many other sources for
making demand and give awareness in new market for the new product (sirivastava,
university of Delhi)

According to the report of USAID 2006 on the Global Market Assessment for Handicrafts it
specified that handicrafts are part of a much larger home accessory market, which includes
handcrafted, semi hand crafted, and machine-made goods. The study also examined the
global demand of handicraft as part of the home accessory market in the U.S. as an indicator

of the size of demand. The global market for home accessories was estimated to be at least
$100 billion in 2006 according to the study. (SABEQ: Handicraft Demand Market Analysis
Report)

According to Biggs et al., (1996, P. 6-11) in home product category, the demand of handicraft
and cultural products is upward. In Europe, customers spend a significant amount of their
earnings on their home decoration. They like to present their personal style through creating
their home environment comfortable. Moreover, these handmade crafts also suit with their
simple and bit conservative lifestyle too. Thus, their home decoration can be personalized
through handmade crafts.
Silver, & Kundu; June 07, 2013)
According to the (KITTANEH) social media plays an important role to introduce a new
product in market and there are many other tools which we can use to introduce new product
like giving discount to the customer and try to make then regular and loyal customer and
continuously research in the market for the new opportunities.
Internationally demand for handicrafts of Baluchistan
Internationally handicrafts business have big opportunity because internationally people
usually buying decorating products online so by focusing e-commerce to e-business so it
can easily approach international market. (ICFAI University Tripura; Vol.2 jan1 2012).

Financial security:

In western countries people use debit and credit cards and make payment online to trust on
online shopping websites by this financially handicraft business secured. (ICFAI University
Tripura; Vol.2 jan1 2012).
Baluchistan handicrafts:
Kalat and khuzdar districts are famous for their Moshamka needle work it involve
stich work in different colors and Sibi district is well known for her Jok needle work. The
JOK work is very popular all over the country. (Ali, & Jamali, 2013)
According to (Zehi, & Pahlav; 24 dec) Balochi tradition and culture is about more than 95
years old and popular and Raw material required for handicrafts are cheap and limited like,
Raw materials used in making Balochi Chappal are as under
Leather,
Foam, (type of leather)
Car tire,
Solution/glue,
Thread,
Nail
Zip

Literature Review:

There is no doubt the culture and heritage of Balochi people are great, the

speaking tribes include (Rind, Lashar, Marri, Jamot, Ahmedzai, Bugti Domki, Magsi,
Kenazai, Khosa, Rakhashani, Dashti, Umrani, Nosherwani, Gichki, Buledi, Notazai,

Sanjarani, Meerwani, Zahrozai, langove, kenazai and Khidai. Each tribe is further subdivided into various branches).

When we talk about dresses so it has a great impact on foreign market because

people love the embroidery of Baloch dresses, the dress of the woman consists of the
typical shirt having a big pocket in front. The shirt normally has embroidery work with
embedded small round mirror pieces. Big Dopatta or Chaddar, a long rectangular
piece of cloth cascading down the shoulders and used to cover head, are used by the
women. (Courtesy by Doctor Ruqaiya Saeed Hashmi EX-Minister of Inter
Provincial Coordination).

Baluchistan is also knows for the art of craft ,the traditional crafts a mostly like

and preferred by people living in abroad because Pakistan is named due to his effort work
on culture ,tradition , and the love they show in handicrafts.( May 8, 2012 BY Tabeena
Tahir Hayat).

The history of balochistan represent Balochi culture , the women love to work at

home , they put hard effort on embroidery no doubt seems beauty , there right to earn a
best amount of their work in forign market they earn a handsome amount of their
embroidery work.

(Brian Spooner)
Originally Published: December 15, 1988
Last Updated: July 15, 2010
This article is available in print.
Vol. III, Fasc. 6, pp. 598-63

Not only handicrafts but a lot more handmade product that are exported to foreign

country, Pakistan is well known fo these items . (by Heer, Oct 24, 2010).

The work is not chart work or diagram ,it create extreme complex design tahts

why people like most of it , the color combination and dark ,funky to attract most, the
embroidery represent its own value when people look and they pay extreme cost for It
thats why I can like mostly . (By Shezad Baloch Published: March 24, 2012)..
(Published in The Express Tribune, March 25th, 2012.)
The society of the Balochi women are social status and opportunity to utilize there work and
effort (by Hanif Dilmurad , Published in The Balochistan Point on July 23, 2015)

Dependent and independent variable:

Independent Variable

Dependent

(Sydney, Australia; Market)

Balochi Handicrafts

There is direct relationship between these two variables because when there is positive
response from the Sydney, Australia Market then it will increase the market opportunity
for balochi handicrafts.

Methodology.
This a study of basic research which cannot be apply in real life, which will explore the
market opportunities in Sydney, Australia market, in which we will come to know that the
strength of the potential customer in our target market.
Target market:
House wives, home decoration companies
Sample size:
The data will be collected from 200 respondents from random places of Sydney, Australia

Conclusion:
To identify the demand of handicrafts many author worked and researched and after studying
some data it is concluded that people are flexible in adopting cultural things because there is not

cultural limitations so after all these journals, web data, and long reports on demand of
handicrafts I came to know that every culture wants to promote their culture and in response
everyone wants to know about author culture, when tourist exploring now places so they want to
see and collect many cultures and traditions and buy such handmade products for decoration and
memories by this demand of handicrafts is increasing internationally and in Australia (Sydney)
people are multicultural and there are many Pakistani people living there so this is the
opportunity for handicraft business to introduce a new products in that market after getting the
information about target marketing demand size and potential customers,
There are many methods for developing the demand in such kind of countries, like e-commerce to
e-business and giving awareness through advertisements through different Australian websites
and approach through social media like Facebook, twitter, mobile applications etc by using
these tools handicraft business can easily make demand and increase in their potential customers.

Reference/ Bibliography (APA)

https://www.scribd.com/doc/22849287/54/Questionnaire-Manufacturer
http://ugghani.blogspot.com/2013/10/handicrafts-of-balochistan.html
https://balochilinguist.wordpress.com/category/balochistan/
http://www.savap.org.pk/journals/ARInt./Vol.3(2)/2012(3.2-68).pdf
http://nushkitribe.blogspot.com/p/baloch-cultural.html
http://umu.diva-portal.org/smash/get/diva2:666130/FULLTEXT01.pdf
http://www.slideshare.net/akshatsrivastava4/dissertation-18628226
http://www.entrepreneur.com/article/230981
http://pdf.usaid.gov/pdf_docs/Pnadt033.pdf
http://zenithresearch.org.in/images/stories/pdf/2012/Jan/ZIJBEMR/2_ZIB_VOL2_ISSUE_1.pdf
http://www.balochistan.gov.pk/index.php?
option=com_content&view=article&id=39&Itemid=785

http://www.pakistantoday.com.pk/2012/05/08/comment/columns/the-art-of-craft/

http://www.iranicaonline.org/articles/baluchistan-i

http://www.pakistan.web.pk/threads/handicrafts-of-pakistan.2682/

http://tribune.com.pk/story/354506/balochi-ensembles-the-threads-of-time/

http://thebalochistanpoint.com/women-in-baloch-society/

group member name

Asada Ali Mughal
Faran Ali
BBS 3rd