Branding and Market Positioning: A Case of SELBERIAN Sportswear in International Market

Abstract

This case study explores marketing practices that allow SMEs Small and medium sized enterprises to gain the sustainable competitiveness with the reference to the case study of SELBERIAN Sportswear, which is based in Pakistan. Qualitative case study methodology has been used by involving document analysis and semi-structured interviews. Getting out of the debate of geographical expansion, the study examines the strategic competence behind the expansion of the business. It examines how SELBERIAN uses a holistic approach that combines the internet-based consumer engagement, data-driven insights, flexible pricing and culturally plausible branding to stand out.

The research names the major activities to have a stronger market presence with limited resources, namely cultivation of relationships with other business, story-based branding, and the systemic obstacles associated with scattered supply chains that constrain marketing capacity. It recommends changes in policies in order to enhance marketing infrastructure, such as investments in e-commerce and skill development. The results also indicate how strategic marketing is in line with the societal aims such as gender-inclusive employment.

By redefining the definitions of success using the concept of marketing agility, this research provides a tangible opportunity that lies with SME business attaining competitive edge and relevance through the recalibration of value propositions. The conclusions are to embrace the use of AI-driven segmentation and incorporate stories of sustainability into the process, to turn marketing challenges into potential sources of resilient growth.