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Business Strategy Assignment Fast Track

Fast Track is India's leading youth accessories brand known for fashionable yet affordable watches and sunglasses. It targets young adults aged 18-35 through over 150 exclusive stores nationwide. Fast Track differentiates itself through technological innovations and product features to create value for customers. It employs a product differentiation strategy focused on technological leadership. Fast Track also uses a "pull" marketing strategy to build brand image and meet the shifting needs of youth customers.

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531 views4 pages

Business Strategy Assignment Fast Track

Fast Track is India's leading youth accessories brand known for fashionable yet affordable watches and sunglasses. It targets young adults aged 18-35 through over 150 exclusive stores nationwide. Fast Track differentiates itself through technological innovations and product features to create value for customers. It employs a product differentiation strategy focused on technological leadership. Fast Track also uses a "pull" marketing strategy to build brand image and meet the shifting needs of youth customers.

Uploaded by

Priyanka Prajapati
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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BUSINESS STRATEGY ASSIGNMENT

{CASELET ON CONCEPT OF BUSINESS LEVEL STRATEGY }


FASTRACK COMPANY

Name Of Student Anushree Muley


Student ID 17131021
Program TY BBA
Subject BUSINESS STRATEGY
FASTRACK :-
Fast track was launched in the year 1998 and became an self-determining urban
youth brand in the year 2005. From that time it has maintained a niche for itself
with watches and sunglasses that are both fashionable and reasonably priced.
Fast track extended its footstep into accessories in 2009 with a range of bags,
belts and wallets. Fast track retails all over the nation through 158 exclusive Fast
track stores in over 79 cities as well as authenticated multi-brand outlets . Today,
the brand has successfully rewarded up the title of being the most loved youth
fashion brand in the country. Fast track is India’s leading youth accessories brand.
It is sporty and coed. The brand stays tracking on its audience and delivers what
they want before they have the thought of it. Fast track is always available and
owns this ground . It is not inexpensive, just affordable. [ CITATION sha1 \l 1033 ]

 BUSINESS LEVEL STRATEGY FORMULATION :-


Fast track holds into the market generally where there are youth between the age
of 18-35 ages together with working adults and the students of both metros and
mini metros. The fast track customers wears branded jeans ,shirts ,sunglasses and
branded informal shoes. So basically they are trying to target the personality of a
young energetic and achievement oriented person and always believes in trying
something new.

Fast track watches are being made in such a way so as to enhance quality and
features to raise buyer value. And thus it follows the product “Differentiation
strategy” with the help of technological leadership and product technological
change. Fast track generates a competitive advantage through differentiation.
Their first attention is on technological leadership. They always try to put on their
best from their competitors and always conveys about how unique they are in
terms of their products .

Fast track apply the Pull strategy for the reaching out to the customers or for the
success of their product in the market. They have created the definite image of
their product in the minds of the customers so as to aim the youth and their
shifting needs. [ CITATION The18 \l 1033 ]

DIFFERENCIATION THEMES USED BY FAST TRACK


 UNIQUE FEATURE

Generally the watches are being seen as single time purchase goods, Fast track is
the first company to endorse the Multiple Watch concept, by coming up with the
tag line of ‘how many you having“. Also Fast Track has become the first in India to
launch the `style’ concept for the young generation. They projected the watch as
a fashion accessory. Style is a very essential factor in Fast track watches and is a
very important component of the company.

 PRODUCT RELIABILITY

Fast track launched an ad campaign “Move On” has also doing well in connecting
the company to today’s youth which also shows the dependability of the
customers towards the product ,so in future at whatever time it launches a new
product type people are going to buy it .

 WIDE SELECTION
Today Fast Track offers the best and the biggest variety to choose offering from the scratch to the
highest level in watches. With providing such a variety of models. Fast Track provides multiplicity to the
customer and still is able to segment itself generating not a niche but its capability to segment takes it a
step further in provisions of its product offerings.

Bibliography

 The target market for fast track. (2018, november). Uk essays.com , 08.

 shah, k. (n.d.). Study on Fast track. Academia.edu , 45.


 

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