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Branding Bangladesh

Branding Bangladesh

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Published by: Rashed Al Ahmad Tarique on Jun 19, 2011
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BRANDINGBANGLADESH
Strategies to develop the nation as a brand with the United ArabEmirates as the target market
 
Brand Management Term Paper 
Submitted to:
Dr. Syed Ferhat AnwarProfessor, IBA, DU.
Submitted by:
Group 4
Omaer Ahmad ZR 09Shaik Mahmood ZR 18Kawsar Ahmad ZR 50Rafaat Wasik Ahmed ZR 53Rashed Al Ahmad Tarique ZR 61BBA 16
th
Batch, 15
th
June, 2011
 
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Table of Contents
Brief introduction of the UAE ...................................................................................... 5Brief introduction of Bangladesh ................................................................................ 7Branding Potentials of Bangladesh ............................................................................. 83.1 Tourism ............................................................................................................. 83.2 Investment and Export ...................................................................................... 93.3.1 EPZs .......................................................................................................... 113.4 Agro-based Industry ........................................................................................ 113.5 Frozen Foods ................................................................................................... 113.6 Leather ............................................................................................................ 113.7 Labor Pool........................................................................................................ 12 Justification for choosing the UAE as a target market for Bangladesh ......................13Symbiotic relationship between Bangladesh and UAE .............................................. 145.1 Benefits for Bangladesh .................................................................................. 145.2 Benefits for UAE .............................................................................................. 14Branding strategies .................................................................................................. 156.1 Exports ............................................................................................................ 156.2 Governance .................................................................................................... 156.3 Culture and Heritage ...................................................................................... 156.4 People ............................................................................................................. 166.5 Tourism ........................................................................................................... 166.6 Investment and immigration ........................................................................... 166.7 Targeting ........................................................................................................ 16
 
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6.8 Positioning ....................................................................................................... 16Branding Bangladesh Campaign .............................................................................. 177.1 Primary stage – changing the exposure of Bangladesh in media .................... 177.1.1 Internet ..................................................................................................... 177.1.2 Electronic and print media ....................................................................... 187.2 Secondary stage – designing interactive touch points .................................... 197.3 Tertiary stage – Branding Bangladesh in UAE ................................................. 207.4 Estimated cost of Branding Bangladesh campaign ......................................... 21Annex ....................................................................................................................... 23PEST Analysis ........................................................................................................... 24A1.1 Bangladesh: Political Factors ......................................................................... 24A1.1.1 Tax Policy ................................................................................................ 24A1.1.2 Employment Laws ................................................................................... 25A1.1.3 Environmental Regulations ..................................................................... 25A1.1.4 Trade Restrictions and Tariffs ................................................................. 26A1.1.5 Political Stability ...................................................................................... 28A1.2 Bangladesh: Economic Factors ...................................................................... 28A1.2.1 Economic Growth .................................................................................... 28A1.2.2 Interest Rates, Inflation & Exchange Rates ............................................. 29A1.3 Bangladesh: Social Factors ............................................................................ 30A1.4 Bangladesh: Technological Factors ............................................................... 31A2.1 UAE: Political Forces ...................................................................................... 36A2.1.1 Tax Policy ................................................................................................ 36

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