Professional Documents
Culture Documents
Brand Analysis
Case
On
HATIL
11
1
Principle of Marketing
Assignment
On
HATIL
Submitted to
Md. Hashibul Hassan
Lecturer
Department of Finance
Jagannath University
Submitted by
Group : 7
SL
Roll
1
2
Rasel Ahamed
B-120203047
B-120203080
3
4
5
6
7
Afrin Khan
B-120203137
Saidul Islam
B-120203060
B-120203005
Emdad Munshi
B-120203092
Milon Saha
B-120203108
Industry Analysis:
Hatil entered into the market with high industry profits which are associated with weak suppliers,
weak buyers, high entry barriers, little opportunity for substitutes, and little rivalry. Hatil is operating
its business in furniture industry which consist lots of other brands namely Otobi ,Navana Furniture,
Brothers Furniture, Akhtar Furnishers, Partex Furniture and lots of other imported furniture from
a ou d the o ld. But ot all the a ds a e Hatils o petito . A ong the brands Otobi and
imported brands are real threats for Hatil. It is difficult or expensive to exit furniture industry.
SWOT Analysis:
Strengths
1.
2.
3.
4.
5.
Weakness
Opportunities
1. Growing customer base
2. Exploring International market
3. Cost-efficient technology
Threats
1. Extreme competition
2. Downward pricing pressure
3. Compressed product life cycle
Marketing Mix:
Product
Home, Office, Hospital, Industrial and Hotel Furniture, Interior solutions, Smoke Cabin,
Doors(Veneered flush and Solid wooden) etc.
Price
Promotion Promotion through electronic and print media, billboard and banner, social
networking, giving seasonal discount offer, participating in different fair, both in
national and international arena.
Place
Available in all important and financially affordable areas of Dhaka city and all other
divisions in Bangladesh.
The company
Suppliers
Marketing
intermediaries
Customers
Micro
environment Competitors
Macro
environment
Pubic
Good public relation with financial, media and internal public but
comparatively weak relation with local and general pubic
Demographic
Economic
Natural
Natu e o t ol to
Technological
Political
Cultural
ake fu itu es
Most of the segment with special importance on middle and higher class.
Positioning Map:
Using product differentiation, we are positioning Hatil as the most useful, suitable, value added
furniture for home and official use.
80
Hatil
Akhtar
60
Otobi
Pertex
40
Brothers
20
Luxury
Performance
Orientation
Value Proposition Analysis:
More
More
The same
Hatil
The same
Less
Hatil provides the most upscale product to cover the higher costs.
Less
Actual Product
Augmented
Product
Design
Packaging
Quality
level
Band name
Nationally reputed
Installation
Free assembling
Delivery
Hatil
Sales
Profit
0
Product
Development
Introduction
Growth
Maturity
Time
Decline
Pricing Analysis:
Hatil p o ide ualit fu itu e to its usto e s i a se si le p i e. Hatils p odu t p i e is
comparatively higher than Brothers Furniture &Pertex Furniture, similar to Otobi and less than
Akhtar Furnishers.