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Market plan for indus marble industries (pvt) ltd

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Market plan for indus marble industries (pvt) ltd

  1. 1. Fahad Iqbal
  2. 2.  Many companies, large and small, have a country notebook for each country in which they do business.  Contains information a marketer should be aware of when making decisions involving a specific country market  As new information is collected, the country notebook is continually updated by the country or product manager  New-product introductions, changes in advertising programs, and other marketing program decisions begin with the country notebook.
  3. 3.  Pakistan based Marble and Granite company  Started as a manufacturer, supplier and wholesalers of quality marble and granite since 2001  Exporting first-class material around the world  Highly knowledgeable sales team and trained to provide superior customer service
  4. 4.  Largest quarries and stone factories in Pakistan  Specialize in providing a large variety of granite specially:  Khyber gold  Imperial white  Sado pink  Black rose  Jet black granite  Marble
  5. 5. Specialize in:  Flooring  Stairs  Wall Panel  Counter top  VanityTop  KitchenTop  TableTop  Pattern Design
  6. 6.  Guidelines for market data collection and analysis 1. Guideline for cultural analysis 2. Guideline for economic analysis 3. Guideline for market audit and competitive analysis 4. Guideline for preliminary marketing plan
  7. 7.  Introduction of Company  Products to be Exported:  Flooring  Stairs  Wall Panel  Trading Country: Bangladesh
  8. 8.  World's eighth-most popular country, with over 160 million people  Located in South Asia  Bordered by:  India in the north,  The Bay of Bengal in the east and west,  While Myanmar surrounds it to the south
  9. 9.  Climate:  Tropical with a mild winter from October to March  Hot, humid summer from March to June  Warm and humid monsoon season lasts from June to October  Never recorded an air temperature below O°C
  10. 10.  Family:  Extended family in past  Currently Nuclear family because of urbanization and industrialization  Ordinarily Father is family-head  Parents ordinarily select spouses for their children  Women in Bangladesh remained considerably inferior to that of men
  11. 11. Total 78.56% Male 85.09% Female 72.03% Compulsory Education: 12Years
  12. 12.  Democratic Republic  Prime Minister is the head of Government  Three major Political Parties  Bangladesh Nationalist Party (BNP)  Bangladesh Awami League  Jatiya Party
  13. 13.  Union Councils  Maintenance of law and order  Adoption and implementation of development schemes  Providing public welfare services.  District Councils  construction and maintenance of roads, bridges, building hospitals etc
  14. 14.  Primarily in accordance with English Legal System  Islamic Law country
  15. 15.  Subcultures  Ethnic  Religious – Muslims, Christians, Buddhist  Regional – Southern, Northern and Coastal  Ethnic Groups  Bengali (98%)  Khasi  Biharis  Chakma  Mundas
  16. 16.  Muslims (86% of Population)  Hindus (12%)  Buddhist, Christian etc. (1%) Music  Classical (Indian Subcontinent)  Folk  Modern
  17. 17.  Highly imbalanced diet  Lacks vitamins and minerals  Rice and cereal (80%)  Vegetables (3%) Foods Available  Rice
  18. 18.  Women – Sarees  Males – Punjabis, Pajamas, Kurta, Lungi  Hindu – Dhuty  Common Dresses – Shirts and Pants Housing  Straw and Bamboo walls (20%)  Mud Brick Houses (18%)  CementWalls (62%)
  19. 19.  Cricket  Football  Kabaddi (National Sport) Language  Bengali (Official)  Urdu  Hindi  Bihari
  20. 20.  156.05 million (2013 et)  Growth Rate 1.292%  Birth Rates 24.68% per 1000  Life expectancy 60Years  Percentage of males – 47.9  Percentage of females – 54%
  21. 21.  498.8 Billion $ (2013)  Per capital income 3190 $ (2013) Minerals and Resources  Natural Gas  Coal  Hard Rock
  22. 22.  Trains  Land Communication (Roads and Highways)  Widely Used (Busses, Bullock Carts, Cars)  Water communication (Boats)  Air Communications (Bangladesh Biman)
  23. 23.  52% Employed  30% Self Employed  18% Jobs on daily Basis Principal Industry  Food
  24. 24.  Major Exports: Rice, Garments, Leather, Frozen Fish  Major Imports: Machinery, chemicals, cement, iron, marble, petroleum products Exchange Rates  FourTypes: Fixed, Floating, Managed, Pegged  Current Exchange Rate : 0.013 US $
  25. 25.  Tariffs:  Import taxes revenue 40%  Agriculture tariffs 28.8%  Non-agricultural tariff 18.5%  Custom Duty 13.8% Licensing  Most goods do not require import license  Prior approval is required for restricted goods  No tariff quotas on import
  26. 26.  Size – 77.6 million  Inflation Rate – 6.32’  Unemployment Rate – 5% Science andTechnology  Nuclear research 1960s  Internet use 21.27%
  27. 27. Producer Exporter Importer Optional – Sales Representatives Retailer Customer
  28. 28.  Exporters  A.J Enterprise  PromiTrade International  Ask  Importers  KhanTrading Corporation  Ranger International  A & Q Corporation
  29. 29.  Print (Amar Desh, Daily Azadi, Daily Destiny etc)  Broadcast (ATN Bangla, Banglavision, DeshTv etc)  Online mass media (over 600,000 internet users)
  30. 30.  Relative Advantage  Different variety of colors of Granite  Compatibility  Latest designs  High quality  Different sizes
  31. 31.  Complexity  Easy to install  Trailability  Samples  Observability  Innovation in designs
  32. 32.  Major Marble Importers  AMGL  Marble De Carrara Pvt Ltd  Online Orders by companies Transportation  Roads  Railways
  33. 33.  Typical Retail Outlets  Shafa Marble  Green Granite Pvt Ltd  Euro Marble Industries  Northern Marble Industries
  34. 34.  Product use pattern depends on:  Values  Perceptions  Subculture  Education  Buying Habits  Interested in products like foods, decoration, household appliances
  35. 35.  Widely used media –TV  Newspaper  Advertising agencies  Grey advertising  Mediacom  Clockwork  Interspeed Advertising
  36. 36.  Initially  Absorption Pricing Strategy  Value Pricing Strategy
  37. 37.  Major Competitors  Green Granite and Marble Ltd ▪ Marble ,Tiles, Granite  B & D Marble and Granite ▪ Granite Benches, Headstones,Vaults
  38. 38.  Estimated Industry Sales  22.64 Million $ /Year  Estimated Sales of Company  2.5 Million $ /Year
  39. 39.  KhanTrading Corporation  Ranger International  A & Q Corporation
  40. 40.  Target Market  Construction Companies  Marble Importers
  41. 41. 0 0.5 1 1.5 2 2.5 3 3.5 4 1st Year 2nd Year 3rd Year 4th Year Sales (Million $) Sales
  42. 42. 0 0.2 0.4 0.6 0.8 1 1.2 1st Year 2nd Year 3rd Year 4th Year Sales (Million $) Profit (Million $)
  43. 43. S W O T
  44. 44.  Good quality  Unique designs  Variety of colors  Low cost of Production Weaknesses  No manufacturing industry in Bangladesh
  45. 45.  Large, diversified and potential Market  Cheap Labor Rates  Easy creation and development of production centers Threats  Competitors  Increase in taxes
  46. 46.  Core Component  Modification Not required  Packaging  Modification Not Required  Support Services  Not Required
  47. 47.  Newspaper (First Priority)  Television Sales Promotions  Discounts:  100 Free tiles per 1000 tiles Other Promotional Methods  Direct contact with Contractors
  48. 48.  Bill of lading  Dock Receipt  Commercial Invoice  Shipper’s Export Declaration
  49. 49.  Retailers  Initially 5 retailers in Dhaka  Methods of operation 50% Cash and 50% Credit  Scale of operation – Initially Small
  50. 50.  Finances  Initially 6 million $  Personnel  Bangladesh Export Department ▪ 40 Employees in office

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