Entrepreneurial Marketing: A Study of Arambagh Hatcheries Limited

Abstract

Entrepreneurial Marketing is a new concept. It needs both entrepreneurial skills as well as marketing skills for success of any venture. This concept needs a marketer to be innovative, risk-taking and proactive in performing managerial responsibility. Entrepreneurial Marketing is gaining significance and popularity because of inadequacies in conventional marketing to address the needs of the organizations operating in competitive landscape. This paper contains the results of a study conducted on Arambagh Hatcheries Limited, a poultry farm in West Bengal, India. The author thinks the company to be an entrepreneurial marketer and that's why the study was conducted on it. The results have been shared in the paper with a brief description on the concept of entrepreneurial marketing and a brief history of the farm. The Kolkata-based B.K. Roy Group, which owns Arambagh Hatcheries Limited, has always dealt in broilers. The company reassembled an old chicken farm for the most part ever since it was founded in 1973. The small 5,000-bird poultry farm in Arambagh, district Hooghly, West Bengal, started by Mr. Roy seemed to be in protracted incubation. Till the 90s, it dealt only in day-old chicks and stayed small. But a little social engineering thereafter saw them grow about as fast as the broilers they bred. Since its inception, Arambagh has been fighting many odds. A recession in 1992-93 was a real body blow. It turned out, however, to be a turning point as well. From a Rs 8 crore company in 1990, it has grown to a Rs 150 crore organisation now. It had just a couple of retail outlets till 1994, now it has 140. Concluding observations have been drawn pointing out the need for more research in this area for its potential to develop competitive advantage on a sustainable basis and highlighting the threats emerging from local grey markets and other branded chicken products.