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The marketplace is unpredictable, a virtual battlefield with cutthroat competition, acquisition. Attaining total success is an arduous task as one needs to win the heats and souls of the people by adopting proper marketing strategy with a competitive quality to price ratio. Quality and service are the major tools for us in this duet. The history of Partex Group is no different. It had its modest beginnings in the tobacco trade in 1959 under the prudent stewardship of its Founder. Charmin Mr. M. S. Hashem it has grown steadily over the years to become one of the leading industrial conglomerate in the country. In the early seventies, M/S Hashem Corporation Ltd. was established with headquarters in the port- city of Chittagong. The missionary zeal and unflinching commitment to quality and services took the group to higher elevations. At a time when the newly independent country needed almost everything, the company involved itself in the import of essential items like iron, steel, cement, sugar, rice spices, wheat, salt, milk and other commodities. It did not stop there but to make the country self-reliant went on to substitute imported products by manufacturing them locally. Guided, by this visionary dream and backed by an inexhaustible repository of effort, the group emerged as one of the largest corporate body of the country. The towering height reached by the group was possible due to a market friendly strategy, evolved by its pioneers. Modern management optimized on the initiative and imagination of the personnel was the watchword. No work was too little for them, no service insignificant. The pace of growth was further strengthened with their dedicated and capable board members: Mrs. Sultana Hashem, Mr. Aziz Al Kaiser, Mr. Aziz Al Mahmood, Mr. Aziz Al Masud, Mr. Showkat Aziz Ruseell and Mr. Ashfak Aziz Rubel, under the leadership of the company’s founder Chairman Mr. M. A. Hashem.
Partex group owns and successfully operates more than 17 manufacturing, service and trading concerns offering best value for money to customers. The Group’s venture in the global market started, rather, non-traditionally, with the export of condensed milk, they are confident that their export thrust will expand where their information technology venture is expected to play a major role.
The following table shows the companies under each industry.
FOOD AND BEVERAGE Danish food products Partex Beverage
TEXTILES Amber cotton OILS AND REFINERIES Star Coconut and Vegetable oil METALS AND PLASTICS Partex Plastics Russell Steel Plastics REAL ESTATE Partex Real Estate Partex Construction HOME AND OFFICE APPLIANCES Partex Furniture Gallery Star Particle Board Mills TRADING AND SHIPPING Corvee Martime Ferrotech Hashem Corporation Star Chemicals PULP AND PAPER PROCESSING Amber Pulp and Paper SERVICES Dhakacom (ISP) Fotoroma (QSS Color Lab)
The cans are attractive too.5 litter bottles. Orange and cloudy Lemon can be had in the 1 and 1. on the other hand has done excellent during the past years. glass bottles and cans. Royal crown International. They come in various packages and different sizes in PET bottles.RC COLA. They come in sizes of 1. 2. The pet bottles are unique and compete with older and popular brands like Coca-Cola and Pepsi. The labeling and packaging of these drinks are very attractive.5.“ The freedom of choice” RC Cola.0 liter. Partex has brought its drink to Bangladesh.0. Royal Crown is committed to offer Bangladesh more choices of soft drinks. a US based company. 1. old over 70 countries. 4 . Cola. They have been launched recently in the market and doing fairly well and standing good competition from foreign as well as local brands.
A SHORT HISTORY OF ROYAL CROWN COLA Royal Crown Company Inc." Shortly after the Hatcher Grocery Company decided to engage in the manufacture of soft drinks. the Hatcher Grocery Co. Hatcher concluded that his company had purchased its last case of drinks from an outsider. was born in Columbus. At first. Ga. From these humble beginnings. Henceforth. Hatcher insisted that the bottler pay the company a commission or compensate him in some way for handling the drinks. took over the business and vastly expanded it. A young graduate pharmacist. Claud A. 5 . began creating his own soft drinks in the basement of his family's wholesale grocery business. when the newly organized Chero-Cola Co. Mr. The first line of beverages was named Royal Crown. and it was to become so important that the corporation would be renamed "Royal Crown Cola Co. As this part of the business grew. it would produce and bottle its own drinks under its own labels. its officials organized the wholly owned Union Bottling Works. Royal Crown Cola Co. A dispute arose and Mr. Among the early products were Royal Crown Ginger Ale. Royal Crown Strawberry. and the first cola drink that he devised was called Chero-Cola. in 1905. Subsequent generations were to apply the Royal Crown trademark to a cola. purchased bottled drinks from a local bottler and resold them to its grocery customers. Hatcher.. originally called the Union Bottling Works. grew to be the third largest soft drink company in America. Royal Crown Root Beer and Chero-Cola. The manufacture and bottling of soft drink syrups continued within the framework of the Union Bottling Works until 1912.
Price Gilbert in Muscogee County Superior Court of Columbus granted a charter.. filed application in the United States Patent Office to register its trademark. rapid growth in sales.As the sales of carbonated beverages by the Hatcher Grocery Co. Judge S. The Coca-Cola Company then instituted a lawsuit that lasted for more than nine years. In April of 1914. In 1912. 6 .1920 showed steady. became more important. but at times. Chero-Cola. litigation concerning the use of the company's trademark continued in one form or another until 1944 when the final victory was won by Royal Crown Cola Co. setting for all times its right to use the word "cola" in the name of its beverages. Both profits and company assets increased steadily. In fact. Chero-Cola Co. The years 1914 . The company was to manufacture a line of syrups and flavour concentrates to be sold to franchised bottlers who bottle and sell these concentrates and syrups under trademarks owned by the Chero-Cola Co. it was decided to incorporate the Chero-Cola Co.
THE PRODUCT LINE OF RC COLA RC COLA RC ORANGE RC CLOUDY LEMON RC UPPER TEN RC COLA TWO-LITER PET RC COLA ONE-LITER PET RC COLA 500ml PET RC COLA DIET ONE-LITER PET 7 .
THE PRODUCT LINE OF RC COLA ROYAL ORANGE PET ROYAL LEMON PET RC COLA CAN RC COLA DIET CAN CLOUDY LEMON CAN ROYAL ORANGE CAN UPPER TEN CAN 8 .
their workforce will help them to conquer the world. • Product innovation capability: The research and development department of RC Cola is very good. It could be also seen from the number of flavors they have. They work for continuous improvement of their product.SWOT Analysis Strengths • Flavors: RC cola have 5 variants of flavor. package etc. So. can. They will always come up with new flavor. It comes with different packaging like glass bottle. So. 9 . which makes the product different. This gives the indication of a good creative thinking workforce. which is a big hit. can etc. which will help them in Bangladesh. They invented 8 flavors in just 9 years. PET bottle. it will give them an opportunity to satisfy needs of different customer. which is remarkable. It is more than any other soft drink company in Bangladesh. • Good Performance in Bangladesh: Till now RC COLA performance in Bangladesh is excellent. This will help them immensely to capture the Bangladeshi market from Coca-Cola and Pepsi. The most significant contribution of RC Cola to the Bangladeshi soft drinks market is 15 Tk. Even Coca-cola and RC COLA followed their footstep and produced the same kind of can.
there market commitment is obviously lower than their competitors. as a new company it will be very difficult to get the market share of Coca-Cola or Pepsi. So. • Lack of experience in sub-continent market: Bangladesh is the first country to experience RC COLA.Weaknesses • New company: RC COLA was established 1998. If they make a mistake in this field then it would be very difficult for them rebuild. The key to any successful soft drinks company is how it manages its wholesalers and retailers. RC COLA launched their product back in 1999. They have built their brand image first and then they will be able get their preferred market share. It is very new relative to its competitor like Coca-Cola and Pepsi. which could hamper their goal achievement process. • Moderate market commitment: The commitment to the soft drink of RC COLA is moderate compare to Coca-Cola and Pepsi. Bangladeshi market is the largest market in the sub-continent. 10 . RC COLA has three businesses and the newest of them is the soft drink company. RC COLA has no prior experience in Bangladesh that will give them a hard time in choosing its wholesalers and retailers. • Lack of familiarity with wholesalers and retailers: Wholesalers and the retailers play a major role in the soft drinks industry. They could very easily choose a wrong one and suffer badly. That will be a big disadvantage for them in the market. So.
RC COLA’S R & D department could invent a new flavor and add that in their product line. the market potential is very attractive. which is huge. The middle class consists of 200 million. • Increasing number of population: The number of population is increasing at a higher rate in Bangladesh. that soft drink is consumed by virtually everyone so it is an opportunity for the company. So. . Once RC COLA establishes itself in the Bangladeshi market it could be the main market for their product. There are many domestic tonic drinks in Bangladesh that is widely consumed by the population. So. • Expansion of product line: RC COLA could expand its product line in Bangladesh. • Further reduction of cost in the value chain: RC COLA integrate the Bangladeshi and Indian market to create an integrated value creation process. 11 . And as we have said earlier. So. it’s a great opportunity for RC COLA to expand its market and product line. This would help them cut down cost in both the markets. Economists all over the world are suggesting that Bangladesh would become a bigger market in near future. • Augmenting GDP: GDP of Bangladesh is increasing due to economic expansion.Opportunity • Big market: The Bangladeshi market is one of the biggest in the world. It would be a big profit for RC COLA even if they can capture a small portion of that market. Soft drink is something that consumed by almost all class of people. industrialization and educational development. open market policy.
• Volatile Political Environment: Politics in the subcontinent is used very badly. which is very important to achieve. 12 . which would be very harmful for a new product like RC COLA. People associated Coca-Cola and Pepsi with soft drinks very easily. The foreign companies face many problems in operating their business. • Sub culture: Bangladesh is famous for its culture. • Current world situation: The war in Iraq has raised a worldwide protest form consumers. RC COLA is an English company so consumers might boycott it because of the Iraq war. Domestic competitors like Thumbs up and other tonic drinks companies could pose serious problem for a new company like RC COLA. All the American products are facing this problem especially Coca-Cola and Pepsi. Consumers all over the world are angry about England and America. They like totally different things and anything offensive to their culture makes them angry. It is very difficult for any new company to go there and market their products. This association factor will give RC COLA very hard time in gaining the market share. So. They could also run anti-war campaign to get consumer preference. RC COLA could face problems in its operation because of this volatility and bureaucracy. It is a very big country and there are many sub-cultures in Bangladesh. Bangladeshi political environment is also very volatile. So it would be a big challenge for RC COLA to reach all of them. Most of them like to use Bangladeshi products. It is very difficult to get the acceptance of the government for any new venture. Coca-Cola and Pepsi could very easily drive them out of the market if they are not careful. Pepsi are already established themselves not only in Bangladesh but also all over the world. The bureaucracy of Bangladeshi government will make it harder.Threats • Tough Competitors: Competitors like Coca-Cola. • Domestic Companies: Bangladeshis by nature are very patriotic.
Upper middle and Upper : Trendy. semi-traditional. Though they have different target consumers. they advertise considering all consumers as one group. open minded PRODUCT MARKET RC COLA follows undifferentiated marketing. publish posters and stickers. 13 . sometimes antisocial : Extrovert. For diet RC cola their target consumers are young ladies and health conscious people. Their target consumers are people belonging to the age group of 12-30. fun-loving.TARGET MARKET The target market segment for RC COLA beverages in Bangladesh is as follows: • Age • Sex • Location • Monthly Income • Occupation • Social class • Life style • Personality : 12 – 30 years : Unisex. They advertise in Newspapers and publish posters. Females especially for RC Diet : Urban (primary) and semi-urban (secondary) : Tk. 5000 and above : Students and young professionals : Middle. They also advertise in Newspapers. they advertise mainly in television. irrelevant. For RC products.
Companies use marketing research in a wide variety of situations. understand customer satisfaction and purchase behavior and measure the effectiveness of pricing. They follow the exploratory and descriptive research. and place and promotion activities. product. They collect the primary information by three stages . RC Cola research their market based on the primary data. marketing research can help marketers assess market potential and market share.The steps are – • Observation • Survey • Experiment 14 . However sometimes they gather the information from their retailer and wholesaler.MARKET RESEARCH Market research is the systematic design. For example. They scrutinize their information mainly by their sales person. collection. because they gather the preliminary data that will help to better define problems and suggest hypotheses. analysis and reporting of data relevant to a specific marketing situation facing an organization.
They are also looking for product diversification. They want that their competitors follow them but they don’t want to follow them. RC Cola might increase its products’ availability and promotion. Their goal is to be the number one in the competitive market and they want to be the market leader.000 units per month. Because of their limited production capacity they are unable to utilize their competitive advantages. 00. This objectives and goals can be achieved by developing marketing strategies. Improving the company’s share can increase sales. In this way. RC Cola’s mission can be translated into a set of objectives for the current period. To achieve the objectives and goals. increasing sales or reducing costs can improve Profits.MARKETING GOALS AND OBJECTIVES Their objectives are to provide with better quality product in competitive price. It also hampers their marketing goals because lack of additional supply meets customers’ dissatisfaction & they derive themselves from making new contracts with them. So to be the market king they are going to introduce many new product lines in near future. They mainly focus on customer benefit. Their target sell is 2. 15 .
We are proud to say that we have stuck to our mission and are now worth over Taka 80 crore (US$ 16 Million). International. one of the pioneers of the concept of RC. was given the position of Managing Director. Mr. in 1996. Chairman of PARTEX GROUP visited an International Trade Exhibition in the US. Funds worth Tk. With international brand name recognition and quality he expected that it would gain acceptability in the Bangladesh market. Partex Beverage has also introduced RC outside Dhaka into unexplored markets. Mr. and continue to contribute to the growth of industrialization in Bangladesh by being the market challenger” In 1994. INT. M. A. After positive results. Although registered as a Public Limited Company. Hashem. the Corporate Head and the Directors formed Partex Beverage Ltd. progress in diversity. When he returned. 16 . The company commenced commercial production on 6th October 1997. The factory was setup in Rajendrapur. 40km away from Dhaka city. 10 Crore were raised as part of Equity from the Group. Now it has been almost 3 years since then. no public offerings have been made as yet. and a number of new products. Ashfak Aziz (Rubel). This is the story of how Partex Beverage Limited became the sole official bottler of Royal Crown Cola Co. and RC was launched in Dhaka on 20th October 1997. From then on he started conceptualizing the idea of “RC” beverage brand in Bangladesh. where he happened to meet the executives of ROYAL CROWN COLA CO. in new and innovative packages have been introduced to the market. Partex as well as RC International carried out a wide range of marketing research.MISSION “Their mission is to provide value at an economic cost.
etc are there new entrants poised to come in with bigger and better ideas. and critical issues spelled out earlier in the plan. positioning. Competitor capability: Global markets have added considerable complexity to this dimension as rivals can now literarily come from any direction. For this reason a beverage company have to have a strong strategy to meet the customer wants. Factors to Consider Potential market size: It often provides a fascinating picture of changing lifestyles and social history. 17 . want to try new things every day. opportunities. An increasing number of consumers who includes the new generation people.Marketing Strategy Marketing strategy is the logic by which the business unit hopes to achieve its marketing objectives. better. the planner explains how each strategy responds to the threats. the marketing mix and marketing expenditure levels. In this section. It consists of specific strategies for target markets. Can they make it good. Current feasibility: There is always the option of doing nothing and allowing competitors to take over so valuable resources can be redeployed elsewhere. Customer wants: Customer satisfaction is the main obsession for a beverage company.
pet bottle etc. as they are mainly competing with Pepsi and Coca –Cola they are marketing their product in various shapes and colors.As Per RC Cola On the basis of market size and current feasibility. In Bangladesh. Levels of market segmentation: Following are the levels of market segmentation: Mass Marketing: Companies not always follow target marketing and market segmentation. They follow mass marketing-mass producing. characteristics. which is “What the customer want?” Market segmentation Market segmentation is dividing a market into distinct groups of buyers with different needs. 18 . They are very cautious about the fact. RC Cola is developing their market strategy in a very careful way. As their target consumers are people belonging to the age group of 12-30 they are making can. mass distributing and mass promoting about the same product in about the same way to all consumers. or behavior who might require separate products or marketing mixes. For diet RC cola their target consumers are young ladies and health conscious people.
also leveled ‘markets-of-one marketing.’ ‘customized marketing’ and ‘one-to-one marketing’. Micro marketing includes local marketing and individual marketing. Bases for Segmenting Consumer Markets: The following are the bases of market segmentation: 19 .Segment Marketing: Isolating broad segments that make up a market and adapting the marketing to match the needs of one or more segments. Micro marketing: The practice of tailoring products and marketing programs to suit the tastes of specific individuals and locations-includes local marketing and individual marketing. ♦ Local Marketing: Tailoring brands and promotion to the needs and wants of local customer groups. ♦ Individual Marketing: Tailoring products and marketing programs to the needs and preference of individual customers. Niche Marketing: Focusing on sub segments or niches with distinctive traits that may seek a special combination of benefits.
sex. life style.Geographic segmentation: Dividing a market into different geographical units such as nations. 20 . religion. cities. income. Income segmentation: Dividing a market into different income groups. regions. education. countries. Age and Life-cycle Segmentation: Dividing a market into different age and life cycle groups. states. occupation. or neighborhoods. Gender segmentation: Dividing a market into different groups based on sex. race and nationality. or personality characteristics. Psycho graphic segmentation: Dividing a market into different groups based on social class. family size. family life style. Demographic Segmentation: Dividing the market into group based on demographic variables such as age.
attitude. greater Noakhali and Comilla. Occasion segmentation: Dividing the market into groups according to occasions when buyers get the idea to buy. RC Cola has own distribution network. As Per RC Cola RC Cola follows segment marketing and geographic segmentation. actually make their purchase. or response to a product. But now RC Cola is willing to shift to mass marketing. greater Chittagong. or use the purchased item. use. They intend to use the Danish distribution network for this purpose. Their geographic segments are greater Dhaka. 21 .Behavioral segmentation: Dividing a market into groups based on consumer knowledge. Benefit segmentation: Dividing the market into groups according to the different benefits that consumers seek from the product.
performance etc. style. To achieve higher positioning companies must gain Competitive Advantage. reliability. Installation and repair services can also differentiate one company from another. Companies can differentiate their products on attributes such as— consistency. design. 22 . Positioning begins with actually differentiating the company’s marketing offer so that it will give consumers more value than competitor offers do.Market Positioning Definition of product position is “The way the product is defined by consumers on important attributes-the place the product occupies in consumers minds relative to competing products”. durability. services. people or image. Services Differentiation: In addition to differentiating its physical products. either through lower prices or by providing more benefits that justify higher prices”. Product Differentiation: Differentiation of physical products takes place along a continuum. Some companies gain competitive advantage through speedy. Competitive Advantage is “ An advantage over competitors gained by offering consumers greater value. A Company or market offer can be differentiated along the lines of product. reparability. convenient or careful delivery. the firm can also differentiate the services that accompany the product.
RC introduced PET bottle for the first time in Bangladesh. buyers may perceive a difference based on company or brand images. Thus. A company or brand image should convey the products distinctive benefits and position. companies work to establish images that differentiate them from competitors.People Differentiation: Companies can gain a strong competitive advantage through hiring and training better people than their competitors do. They also used all differentiation methods effectively. Image Differentiation: Even when competing offers look the same. which was a revolution in the soft drink market. Companies design signs and logos that provide instant recognition. They also introduced Cloudy Lemon flavor for the first time in our country. 23 . Symbols can provide strong company or brand recognition and image differentiation. As per RC Cola RC products gained competitive advantage by good taste and Competitive price. People differentiation requires that companies select its consumer-contact people carefully and train them well.
Marketing Tactics Product Varity Packaging Quality Service Design Feature Brand name Price List price Discounts Allowances Payment period Credit items Target Customer Intended Positioning Promotion Advertising Personal selling Sales promotion Public relations Place Channels Coverage Locations Inventory Logistics Figure: four Ps of the marketing mix 24 .
They intend to use the Danish distribution network for this purpose. features. quality. locations.Marketing mix is the set of controllable tactical marketing tools-product. Place: Place includes company activities that make the product available to target consumer. But now RC Cola is willing to shift to mass marketing. Though they are spending a big amount of money for the packaging and features. packaging. Price: Price is the amounts of money customers have to pay to obtain the product. the variety. packaging. The four P’s theory is implemented as per RC Cola in below- Product: Product means the goods and services combination the company offers to the target market. inventory. In this situation RC Cola is following a thoughtful tactics. design. RC Cola has own distribution network. place. and transportation of the product. Promotion: Promotion means activities that communicate the merits of the product and persuade target consumers to buy it. services all matters to make the marketing mix successful. they are setting a competitive price to attract the market. It includes the channel. brand name. RC Cola is making their product available not only in the big cities but also in the rural villages. To achieve promotional plan they have chosen the following objectives: 25 .like pet bottle. They have over 200-distribution channel to make their product available in the whole country. price. and promotion-that firm blends to produce the response it wants in the target market. Thus it means that. They had their own transportation facilities. assortments. They are pricing their drinks in a competitive way. In this case RC Cola made their drinks unique in size. Price is a very intense situation where it can either garb the main part of market share or it cannot be successful in doing so. design. quality. coverage.
CONSUMER SALES PROMOTON • • • • • It sometimes offers price reduction during RAMADAN and in winter when he demands is not too high. It increases the share and volume of product. pens T. They also offer the retailers or wholesalers discounts or cash money to get their product special displays. They can send speakers to talk with different people about their feeling about the product. Here the company offers free calends. It prefers to go for continuity program. as people remain busy in heir job during prime time. PUBLIC RELATION • • They have a plan in doing corporate advertising (no attempt to sell product). They also offer specialty advertising. Which will stimulate sales.SALES PROMOTION • • • They have increased their budget on advertising.shirts. They also arrange different concerts and jukebox. The viewing of prime time television has dropped considerably. 26 . superior store location. They have plans to arrange contests and sweepstakes to increase sales. RESELLER SALES PROMOTION • • It offers bonus to the sales person based on units sold over a period of time.
broadcaster some wonderful advertisements in TV media like They “NIRBACHONER GOROME RC KHAN ARAME” and “ EID HOILO DUIKHAN ………. In advertising they include: • • • • • • Newspapers Electronic advertisement Sponsoring Billboards Banners Organize charity programs and events. The logics. In promotion they mainly focus on advertising. “O SUNDORI TOMAR JONNO ANCHI DEKHO………. RC COLA have always supported the development of an advertising message and a slogan base on our targeted customers whom are people of all ages but significantly the young aged people. BHAISAB RC COLA KHAN” Which helps them to reach to the rural people and million of consumers. And their recent TV advertisement. Creative planning Creative planning is the construction of a message of an advertisement and the purpose of the composing of that particular message for that advertisement.” Helps them to attract the young consumers. are furnished below: 27 . which were effective behind building this message and slogan.ADVERTISEMENT RC COLA follows mass marketing.
Selling premises Selling premise is a key function in an advertising message. 28 . And their slogan is more influencing. Moreover. As we know. as they mentioned that your life would be more colorful than ever before the moment you take a drink of RC COLA. For RC COLA. young people generally have less patience. they are extra cautious. they have taken an aggressive approach with a sense of deep emotional touch.Message strategy RC COLA is a low . That’s why. Here. we can see that. as they have emphasized more on the young generation. but RC COLA says that you will feel agile and optimistic whenever you take RC COLA. people give little attention and less time for this kind of products. Another feature they use in their advertisements is “less cost”. Selling premises can be categorized as either product-centered or prospectcentered. they don’t want to spend time on advertising. So. So.involvement product. it identifies the selling logics behind a message for which the message will be able to achieve its objective. RC COLA has eight different flavors of soft drinks in the market for their consumers. Product-centered strategy has to backed by claim. RC COLA has been fully utilizing this benefit over its rivals. which is a great advantage over its competitors. we have chosen the product-centered strategy. as they don’t have such a variety of flavors. product-centered strategy focuses on the product itself in the advertisement. the message and slogan not only focusing on the brand name but also taking about that emotional aspect which has been always occurring in peoples’ minds. RC COLA talks about its product’s features in their advertisements in a way that helps the audiences or readers not only to know about the product but also to compare with other soft drinks manufacturers. which is just what you offering to your consumer. Because. RC COLA is offering freshness of mind. As we know. “THE FREEDOM OF CHOICE”. Their message is for their wide variety of products. which is sales. Everyone knows life is critical.
because without proper transportation system a company can never reach to its consumer market. In this case RC Cola is doing extremely well and they have already prepared their transportation channel plan for the next three years. Financing: To control the market a company must have the efficient finance state. understand customer satisfaction and purchases behavior. RC Cola does their marketing research on the basis of primary data. The Functions are described belowTransportation: Transportation is a very crucial function for a company to achieve their goals. which they get from various agents. and measure the effectiveness of pricing. place and promotion activities.Market Implementation and Control To achieve both market objective and organization objective manager must effectively control market and it can be achieved by following steps Establishing performance standard. Evaluating actual performance by comparing it with the established standard. Without the proper finance state a company can never rule the market. product. 29 . which RC Cola already have. Taking corrective actions. To control the market RC Cola is following some functions and these functions are mainly prepared based on the next three years projection. Market research: Marketing research can help marketers assess market potential and market share.
Promoting: RC Cola is willing to promote their product in 2 types. These types arei. ii. Selling: To sell their product RC Cola is willing to take short-term risk like distributing their drinks to the retailers on credit. 30 . Advertising internationally Attracting people by alternative policy.Negotiation: The main objective of negotiation is to negotiate with the people by determining their need and wants and imply that to the available good in the market.
Because it is nothing about the fairy tales.it won’t be living happily ever after. Now RC COLA must follow all those strategies. rather the real world that is getting more and more dynamic and uncertain and where it is to believe that problems are there always but along with the solutions. 31 . Gaining market is not the end of the story -. Any lack of commitment in RC COLA part would result in a disaster. We have formulated all the strategies needed to gain substantial market share in Bangladesh. to exploit this potential RC COLA must plan its way very carefully. But.Summary At the end of the report it is quite evident that the market potential in Bangladesh is very high. But after establishing themselves in Bangladeshi market they must not feel like winners. It is just the initiative that should be taken at that moment to find the solution.
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