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1.1 Background of the report:
Bextex Ltd. (the "Company") was incorporated in Bangladesh as a Public Limited Company with limited liability on 8 March !!" and commenced commercial operation in !!# and also went into the public issue o$ shares and debentures in the same year. %he shares o$ the Company are listed in the &ha'a and Chittagong (toc' )xchanges o$ Bangladesh. Bextex Ltd. is the most modern composite mill in the region. Bextex Ltd. has an installed capacity o$ *88 high+speed air+,et looms in its wea-ing section and a high+tech dyeing and $inishing section with a capacity o$ ../... yards o$ $inished $abric per day. %his company is located at the Beximco 0ndustrial Par'. Bextex Ltd. has a state o$ the art composite 'nit $abric production mill/ which ser-es the growing needs o$ high+1uality 'nit garments exporters in Bangladesh. %he pro,ect was set up as a state o$ the art 'nit $abric 'nitting/ dyeing and $inishing $acility. &uring the year the Company produced and sold high 1uality o$ 'nit $abrics and bringing $orth all the latest in hard and so$t technologies in 'nitting/ dyeing and $inishing o$ 'nit $abric. Bextex Ltd. also has cotton and polyester blended yarn+spinning mill/ with **/... spindles is one o$ the largest spinning mills o$ the country. %he mill was set up to $eed the country2s export oriented industries. Bextex Ltd. produces speciali3ed $inishes o$ denim cloth $or export in $inished as well as cloth only $orm. 4ll the academic studies $ind their $inal destination with practical/ real+li$e oriented experiences. Practical experience is not less important than theoretical 'nowledge. %hat2s why/ all the students o$ BB4 program &epartment o$ Business 4dministration/ B456L4&)(7 8509):(0%; o$ B8(05)(( 45& %)C75<L<6; ha-e to go through an 0nternship in any organi3ation. &uring this 0nternship period/ students try to implement their learned theoretical bac'ground and $ind out the rele-ancy o$ their studied sub,ects. 0 ha-e completed my 0nternship in Beximco textile ltd. %he title o$ this report is "Present mar'et condition o$ Beximco %extile Ltd". 0 ha-e wor'ed $or three month at the corporate head o$$ice o$ Beximco %extile Ltd and completing my 0nternship as an academic re1uirement.
1.2 Justification of the report
%he readymade garment industry in Bangladesh is not the outgrowth o$ traditional economic acti-ities but emerged $rom economic opportunities percei-ed by the pri-ate sector in the late !=.s. >rustrated by 1uotas imposed by importing nations/ such as the 8( entrepreneurs and manager $rom other 4sian countries setup $actories in Bangladesh/ bene$itting $rom e-en lower cost than in their home countries/ which o$$set the additional cost o$ importing all materials to Bangladesh. %hrough it re1uires a large in-estment? howe-er the panorama $or this -enture is large enough in local mar'et as well as in international mar'et. >rom that point o$ -iew it was tried to prepare a report which can be help$ul $or the organi3ation.
1.3 Scope of the report:
&uring my intern period/ 0 ha-e got chance to -isit many garments/ buying house/ its own $actory and super-ise many production process/ and completed many sample program. %he scope o$ the organi3ational part co-ers the organi3ational structure/ bac'ground/ ob,ecti-e/ $unction o$ B)@%)@ as a whole. %he main part co-ers scenario o$ present mar'et condition o$ textile industry and customer satis$action.
1.4.1 Broad o!"ecti#e:
!"ecti#e of the report:
%he broad ob,ecti-e is the report is to identi$y the present mar'et condition o$ Beximco textile ltd.
%o identi$y the competiti-e mar'et share o$ Bex%ex ltd.2 Specific o!"ecti#e: • • • • %o identi$y the general condition o$ garments industry o$ Bangladesh.4. 1. %o understand the le-el o$ satis$action o$ customers about Bex%ex.$.1. &ata ha-e been collected $rom both primary and secondary sources.2 Sources of data %he report is $ully exploratory in nature. %o understand the perception o$ customers about Bex%ex.$. 1.1 T'pe of research %his is an Aexploratory researchB/ which help to identi$y present mar'et condition o$ Beximco textile. 1. &ata collection always starts with secondary data.$ %ethodo&og': 4ny mar'eting research re1uires data collection to arri-e at the solution o$ the problem. %his are+ 4 .
1. Cuestionnaire sur-ey on client.1 Secondar' data 5 .1 Pri(ar' sources • • • 0n depth inter-iew with the top o$$icials o$ Beximco %extiles Ltd.$. <bser-ing the wor' place. 1.2.$.1.$.$.2 Secondar' sources • • • • • 4nnual report o$ Beximco %extiles Ltd >rom internet <$$icial data Boo' Dournal 1.3 )ata co&&ection procedure &ata collection procedure is a process where data are collected $or analysis o-erall condition o$ the company. >or collecting in$ormation 0 $ollow the 1ualitati-e and 1uantitati-e.2.3.
1. Close ended 1uestions were used where the responded will choose one option among se-eral alternati-es and $or open ended 1uestion he can choose his own opinion.$.$.$.3.$. 1.$.$ Sa(p&ing p&an 1. 1. 1.2 Sa(p&e e&e(ent 6 . %he length o$ the 1uestionnaire is $our pages.4 *uestionnaire %he 1uestionnaire de-elops the combination o$ open ended and close ended 1uestions.1 Popu&ation 4ll the client E buyers and buying house.$.$. %he 1uestionnaire is mainly used to $ind out the perception and satis$action le-el o$ Bextex consumers and to identi$y the mar'et situation o$ the organi3ation.4ny data which ha-e been gathered earlier $or some other purpose are secondary data in the hands o$ the mar'eting researcher.2 Pri(ar' data 0t can be de$ined as the data which are collected as $irst hand either by the researcher or by someone else especially $or the purpose o$ the study.
0ndi-idualFs clients E buyers o$ Bex%ex. %hey are • Merchandiser 8 .$.a(e of (erchandiser or !u'ers- • • • (ouro. 1. 1.$.3 Sa(p&e fra(e Gell structure sample was $ound.$ Sa(p&e si+e 4 sample si3e is 8 o$ buying house.0nternational+B& 9ertex Limited+B& Baby lon ltd+B& 7 .$.$.$. %hat is why non probability con-enience sampling procedure was used $or the sur-ey.4 Sa(p&ing procedure %hrough well structure sample $rame was $ound but it is -ery di$$icult to contact with the clients or buyers. 1.$.
(tatistical tools such as pie chart/ bar chat used in analy3ing the data..+B& &oha 0nternational+Cutar 1.$. 1..• • • • • • • • • • • • • • • (ea <ne 6arments+B& :e3aul 6arments+B& Hara+(pain+B& Mother care+8I Lindex+ 0taly (7+ Belgium 6MB7+6ermany Lee+8(4 (hasha denim ltd+B& Mollic' 6arments+B& &enim Gorld+8I (tyle Gorld+8(4 7asi garment+B& >iro3 J co.i(itations 8 ..)ata ana&'sis and reporting 6athered in$ormation is analy3ed use in Microso$t o$$ice.
%o protect the organi3ational con$identiality some parts o$ the report are not in depth.Ghile preparing this :eport/ though 0 ha-e been helped by management and employees o$ Beximco %extiles Ltd in many ways/ there were some uncontrollable limitations/ which areK • • • • 8na-ailability o$ rele-ant research wor's/ articles/ publications rele-ant to Beximco %extiles Ltd/ Limited time o$ 0nternship Program. >oreign buyerFs )nglish are not that much clear. 9 .
(the "Company") was incorporated in Bangladesh as a Public Limited Company with limited liability on 8/ March !!" and commenced commercial operation in !!# and also went into the public issue o$ shares and debentures in the same year. is the most modern composite mill in the region..PART-2 OVERVIEW OF THE COMPANY 2. Bextex Ltd./..1 Background Bextex Ltd.. Bextex Ltd. has an installed capacity o$ *88 high+speed air+. yards o$ $inished $abric per day. %his company is located at the Beximco 0ndustrial Par'. 10 .et looms in its wea-ing section and a high+tech dyeing and $inishing section with a capacity o$ . %he shares o$ the Company are listed in the &ha'a and Chittagong (toc' )xchanges o$ Bangladesh.
has a state o$ the art composite 'nit $abric production mill/ which ser-es the growing needs o$ high+1uality 'nit garments exporters in Bangladesh.. %he pro. also has cotton and polyester blended yarn+spinning mill/ with **/.Bextex Ltd. spindles is one o$ the largest spinning mills o$ the country. Bextex Ltd. &uring the year the Company produced and sold high 1uality o$ 'nit $abrics and bringing $orth all the latest in hard and so$t technologies in 'nitting/ dyeing and $inishing o$ 'nit $abric. 11 ..ect was set up as a state o$ the art 'nit $abric 'nitting/ dyeing and $inishing $acility. Bextex Ltd. %he mill was set up to $eed the country2s export oriented industries. produces speciali3ed $inishes o$ denim cloth $or export in $inished as well as cloth only $orm.
. PR )2/T4 .2%B0R .bextex.. A2T1 R4:0) /AP4TA. %S 4.: !!.STA. Million %a'a PA4) 2P /AP4TA.+= !L===.A.2%B0R 5 S1AR01 . . * &ha'a + *.70 .4ST4.net 3e! Site: www. L# 0-(ai&: beximch1Mbextex. B2S4.net P0RAT4 .arn/ Go-en/ 'nit and &enim >abrics..+*+8L 8! +#/ 8L 8**. %S 4.STA.4. +#/ ==.#/ Bangladesh Phone: 88. 5A/T R6: (arabo/ Iashimpur/ 6a3ipur )AT0 5 4..0): #L . ST /8 09/1A. Million %a'a .2%B0R .: N.7 STAT2S: Public Listed Company.#.7: &ha'a and Chittagong. May/ !8" / %%0R/4A.2%B0R . 4.. 12 5 Spind&es 4.0): *!N !/#*.0: Manu$acturing and Mar'eting o$ .4ST4. 4. 10A)*2ART0R: Beximco 0ndustrial Par'/ (arabo Iashimpur/ 6a3ipur / Bangladesh .0SS .0): 5 )eni( ./o(pan' Profi&e: / RP RAT0 10A)*2ART0RS: = &hanmondi :E4/ :oad 5o./ RP RAT4 .)0RS: N=/!*! 5 3o#en .STA. B)T: N/. B)T: /88*.
2.$ rganogra( %he span o$ control o$ Beximco textiles is almost tall.2 .3 %ission B)@%)@ Ltd. 0n o$$ice high o$$icials control the subordinates and subordinates are liable $or there wor' to their authori3ed superior boss. O 8se A0nno-ationB J A(peedB as prime dri-ers/ rather than cotton J cheap labor. <ur prime ob. 2. O &ominate these mar'ets in high 1ualityK Men2s/ Gomen2s / Children (hirts ( &ress J Casual ) Blouses ( $ormal J casual ) / ('irts/ Dac'ets Deans J Casual non + denim bottoms Initted tops J bottoms 2. 2.4 7oa& <ur goal is to achie-e a distinction li'e the luminaries in the s'y. is a $ull ser-ice -endor with strong -ertically integrated production $acilities as well as creati-e J analytical capabilities which clearly set us apart $rom most other (outh 4sian -endors.ecti-e is to deli-er a 1uality that demonstrates a true re$lection o$ our -ision+)xcellence in manu$acturing. 7ere crucial decision is ta'en by the chairmen and directors+ 13 . 0n this organi3ation all the people wor's in tremendous pressure.ision O 6ain mar'et leadership in high -alue added apparel in 8(4 J )urope.
E&ec"#i'e 5igure-=1: rganogra( 14 . General Manager General Manager e!"#$ General Manager Sr.Be<i(co te<ti&es span of contro& Chairman Vice Chairman CEO's Sr. E&ec"#i'e E&ec"#i'e (r. Manager e!"#$ Manager %ssis#an# Manager Sr.
• • • • Product Price Place Promotion 2. 5i!er .:anging $rom L P *.'oce&&> Tence&> %oda&> Ra'on> .Q polyester T/ .Q polyester both regular and sewing thread . • • • 5a!ric Products 15 .-. %he elements are the mar'eting tactics also 'now as the " PFs.Q cotton/ "..%arketing (i< %he mar'eting mix is probably the most $amous phrase in mar'eting. Mar'eting decision generally $alling in to the $ollowing " controllable categories.L#Q polyester+N#Q cotton? .iscose etc.Cotton ( super P combed/ combed/ carded) /./ .1 Product 6arn Products • /ount .L.2..
Q Combed Cotton/ C9C/ C9(E%C/ and Lycra mix Po&o Pi?ue : 0n ..So&id )'ed • Poplins • %wills • • • • • • • • 6arn )'ed • 6inghams • (tripes • • • • • • • • • • 5inishing • Grin'le >ree • )asy Care • • • • • • • &obbies <x$ords (eersuc'ers Can-as :ibstops in ..Q Combed Cotton C9C and C9(E%C • 8nit Products • Jerse' : 0n .Q Combed Cotton/ C9C and C9(E%C Back Pi?ue : 0n ..... Ga$$les and -arious structures in ..Q Combed Cotton C9C and C9(E%C (tretch (atten >il+a+$ilsE)nd+on+ends Chambrays (eersuc'ers Pinpoint <x$ords &obbies Plaids in .Q Combed Cotton and C9(E%C • • • 16 .Q Combed Cotton C9C and C9(E%C (tretch (atten Peach Chint3 Paper %ouch %e$lon Coated Gater :epellent Gater :esistance :ubberi3ed )o!!' )esigns • 7erringbones • Bed$ord CordsECoteles • 6arn /ount • :anging $rom = to *.Q Combed Cotton/ C9C and C9(E%C 1erring!one : 0n .
.Q Combed Cotton and C9(E%C 5eeder Stripe : 0n .• Popcorn : 0n ...Q Combed Cotton and C9(E%C 0ngineering Stripe : 0n .o3 to No3E .d* (piece dyed) Stretch )eni( : 0n classic indigo colors ranging $rom ".Q Combed Cotton and C9(E%C • • • • • • • )eni( Products • /ha(!ra' : 0n classic indigo colors ranging $rom "o3 to #...d* )eni( @!&ackA : 0n sul$ur blac' color ranging $rom "o3 to #o3E .Q Combed Cotton and C9(E%C Ri! : 0n .d* • • • • • • 17 .=# o3E.# o3 to N.Q Combed Cotton and C9(E%C Jac?uard : 0n .#o3E..d* /o&ored )eni( : 0n a -ariety o$ colors + both in sul$ur J reacti-e dyes(warp dyed) #er d'ed )eni( : 0n a -ariety o$ colors on indigo blue J sul$ur blac' Bu&& )eni( : 0n a -ariety o$ reacti-e colors ranging $rom .Q Combed Cotton/ C9C and C9(E%C /repe : 0n .Q Combed Cotton and C9(E%C Bu!!&e 8nit : 0n .d* )eni( @!&ueA : 0n classic indigo colors ranging $rom "o3 to #o3E ..Q Combed Cotton and C9(E%C Auto Stripe : 0n ..
2 Price %extile sector is -ery competiti-e mar'et. %hey also directly communicate to the buyer. Bex%ex has a well decorated web page that is BBB.3 Pro(otion 0t is textile industries/ so they ne-er ta'e %9 ad-ertisement or radio ad-ertisement.7T1: • 9ertical integration ensures their $reedom o$ wor' and minimi3es the dependency to the outsiders. 7igh le-el o$$icers are designed and implemented it. 2. 6i-ing ad-ertisement in textile directory is also a promotion wor' $or Beximco.or ad ob.!e<te<.C S3 T Ana&'sis STR0.-. Maintaining good 1uality is the reason $or high cost o$ Beximco $abrics.4 P&ace Bex%ex limited sales their product to di$$erent countries and di$$erent organi3ation li'e Galmart etc. Participation in B%M4s -arious program is one o$ the ma. 5ormally as Beximco produces $abrics $or ma'ing export 1uality :M6 thatFs why 1uality is here main concern. Corporate buyers are the clients o$ Beximco.-.-. Beximco textiles mar'eting place is its head o$$ice o$ mar'eting. 2. %hey o$$er their product to the buyer directly on ) mail.ecti-e o$ Beximco.2./ children items starts $rom R*+*#. 2. 4ll the promotions done in Beximco textile is under personal promotion. (tu$$s are maintained channels by the super-ision o$ managers. 18 ./ ladies dress starts $rom R*+N. 5ormally shirts starts $rom RN+N#/ pants starts $rom R=+ ".net.
0t helps their mar'eting department to get order easily. (earching talents and incorporate them to produce new product will be a great opportunity $or Beximco. 8pdate and installation o$ new machinery will increase companyFs product 1uality and production capacity.ob training $or the employees will help$ul $or increasing the e$$iciency o$ employees. 4nd ma'es easier $or the company product to compete the mar'ets existing products. 0t reduces cost and time and gi-es management $lexibility to decision ma'ing. 5ow we ha-e many $ashion institutes in our country. (o penetrate on local mar'et could be bene$iciary $or Beximco. 0t will speedup the o-er all per$ormance o$ the company/ sa-es storage cost/ and o-erall time and money. %hey ta'e decisions on time and systematically manage all things. 0t o$ten helps management to sol-e urgent crisis. • • Low taxation on raw materials is help$ul $or reducing o-erall cost. • <ur local mar'et is -ery potential. <pportunity to shi$t employees/ one to another (B8. 4rranging on . 6ood brand image and $ame means good mar'et reputation. )xperienced managers are great ad-antage $or Beximco. • • • • 5ow men are $ashion concuss/ so using this positi-e potentiality creating new product line and do mar'et segmentation is easier.4T40S (et up ):P and supply chain management system ((CM) in Beximco is an opportunity.0SS: 19 . PP RT2.• • • 0(< appro-al is one o$ their biggest ad-antages about the 1uestion o$ 1uality.ob and o$$ . 30A8.
T1R0ATS: • • • %extile mar'et is -ery much related to the high+tech machineries.or wea'ness o$ Beximco textile. Less . Management and stu$$s doesnFt ha-e ade1uate transport $acility. (o/ rapid technological ad-ancement will bring new challenges $or the textile industry in -ery year.• Beximco textile doesnFt ha-e any strong 0% in$rastructure. Because employees are direct related to the companies per$ormances. Githout a strong 0% in$rastructure operation o$ a $irm is the symbol o$ ine$$iciency. 4nd any 'ind o$ dissatis$action toughly hampers the per$ormances o$ the production $irm.ob security will be a threat $or the employees and $or the company also. )mployeesF high turn o-er rate is a ma. 4rranging good $acility is -ery important $or this group. %here is no :J& practice in Beximco textile. 20 . &igitations system is -ery much re1uired to run a modern production oriented $irm.ob $acility $or the employees and wor'ers de+moti-ated the employees. 5ot hea-ing any structured system $or the intern student Gea' 7:M department is one o$ the most wea' point o$ Beximco groups. 0nsu$$icient and unstructured data system. 7ea-y competition and o-ercrowded industry ma'es the textile business highly competiti-e. Less . • • • • • • • • Centrali3e decision ma'ing authority system is one o$ the main problem o$ this company.
PART-3 THEORETICAL ASPECTS 21 .
1.eeds: 4 state o$ $elt depri-ation.3. Target %arket: 22 . )e(and: 7uman wants that are bac'ed by buying power. 3ants: Gants are the $rom human needs ta'e ta'e as they are shaped by a personFs 'nowledge culture and personality. %arketing Research: %he systematic design/ collection/ analysis/ and reporting o$ data rele-ant to a speci$ic mar'eting situation $acing an organi3ation. . %arketing Theor': %arketing: %he process by which indi-idual and groups obtain what they need and want through exchanging and creating -alue with others. 0t must include the $ollowing things+ + &esire something + 4bility to purchase product + Gish to spend money $or something. )xampleK 9ol-o Car. %arketing %anage(ent: %he art and science o$ choosing target mar'et and building pro$itable relationship with them.
ecti-e o$ an organi3ation. %o reduce corruption. %arket Positioning: 4 clear distincti-e and desirable place o$ a product relati-e to competing products in the mind o$ target consumers. .4 set o$ buyers sharing common needs or characteristics that the company decides to ser-e. %o remo-e illiterate. %arket Seg(ent: 4 group o$ consumers who respond in a similar way to a gi-en set o$ mar'eting e$$orts. %ission: Mission is a statement o$ the organi3ations purpose+ what it wants to accomplish in the larger en-ironment. 7oa&: 6oal is a gross di-ersi$ication. 0t indicates that to achie-e all the purpose o$ the organi3ation in the long run. )xampleK (hare mar'et. %hat is mission is more clear than -ision.ision: 9ision is a statement that is not so much clear ob. 23 . %arket: %he collection o$ actual and potential buyers o$ a product and ser-ice. %o build po-erty $rees Bangladesh.
%arketing ffering: (ome combination o$ products/ ser-ices/ in$ormation/ or experiences o$$ered to a mar'et to satis$y a need or want. Ser#ice 24 . • %arketing /oncept %he mar'eting concept that achie-ing organi3ational goals depends on 'nowing the needs and wants o$ target mar'ets and deli-ering the desired satis$action better than competitors do. Concept o$ Mar'eting • Product /oncept: %he idea that consumers will $a-or products that o$$ers the most 1uality/ per$ormance/ and $eatures. • Societa& %arketing /oncept 4 company may ma'e good mar'eting decisions by considering consumers want/ the companyFs re1uirements/ consumersF long+run interests and societyFs long+run interests. • Se&&ing /oncept %he idea that consumers will not buy enough o$ the $irmFs products unless it underta'es a large scale selling and promotion e$$ort. • Production /oncept %he idea that consumers will $a-or products those are a-ailable and highly a$$ordable.
Mar'eting tools is 'nown as mar'eting mix or "ps. Ser#ice Perish a!i&it' 4 ma. /usto(er Satisfaction &ependent on the products percei-ed per$ormance relati-e to buyersF expectations. %he mar'eting mix is probably the most $amous phrase in mar'eting.or characteristic o$ ser-ice+they cannot be stored $or late sale or use. 3. Mar'eting decisions generally $all into the $ollowing $our controllable categoriesK Product Price P&ace @)istri!utionA Pro(otion 25 . Ser#ice 4ntangi!i&it' 4 ma.2 %arketing %i<: 0n achie-ing the target/ e$$ecti-ely mar'eting tools are used to pro-ide the products to the customers.or characteristic o$ ser-ice+they cannot be seen/ tasted/ $elt/ heard or smelled be$ore they are bought.4ny acti-ity or bene$it that one party can o$$er to another that is essentially intangible and does not result in the ownership o$ anything.
%he mar'eting mix consists o$ e-erything the $irm can do to in$luence the demand $or its product.4ccording to Iotler 4rmstrong/ the mar'eting mix is a set o$ Acontrollable tactical mar'eting tools (product/ price/ place promotion) that the $irm blends to produce the response it wants in the target mar'etB. Product Price Variety Quality Design Features Brand name Packaging Services Sizes Promotion Warranties Returns Advertising Sales promotion Pu"lic relation Sales #orce Direct $arketing List price Discounts Allo ances Payment period Target /usto(er !redit terms 4ntended Positioning Place !%annels !overage Assortments 5igure 2: %arketing %i< Locations &nventory 'ransportation Logistics 26 .
4pDs in )etai&: 3. 7ow does it help your customer to achie-e/ a-oid or preser-e 27 .Product: Product is something o$$ered by mar'eters to customers $or exchange and that can satis$y needs and wants o$ the targeted people.2. %angible bene$its include bene$its/ which can be measured such as the top speed o$ a car. P&ace: Place is the channel o$ distribution used to get products and ser-ices to the mar'et.1.oyment the customer will get $rom the product. Products ha-e both tangible and intangible bene$its. 0t is important that the product is changed as necessary to bring it up to date and pre-ent it $rom being o-erta'en by competitors. 0ntangible bene$its are bene$its that cannot be measured such as the en. )xactly what product or ser-ice are you going to sell to this mar'etS &e$ine it in terms o$ what it does $or your customer. PriceK Price is the amount o$ money/ goods or ser-ices that must be sacri$iced to ac1uire ownership or use o$ a product. Place decisions are those associated with channels o$ distribution that ser-e as the means $or getting the product to the target customers. Products: %he product is the most important aspect o$ the mar'eting mix. Pro(otion: Promotion is the personal and impersonal means used to in$orm/ persuade/ and remind customers about products and ser-ices.
2.ou must be clear about the bene$it you o$$er and how the customer2s li$e or wor' will be impro-ed i$ he or she buys what you sell.somethingS .2. %he term "product" re$ers to tangible/ physical products as well as ser-ices. %here are many di$$erent pricing strategies that companies can use to decide on a price $or their product including mar'et and psychological pricing methods. 7ere are some examples o$ the product decisions to be madeK 9ariety Cuality &esign >eatures Brand name Pac'aging (er-ices (i3es Garranties :eturns 3. 4lso i$ the company charges too low a price/ it may not co-er its costs. )xactly how much are you going to charge $or your product or ser-ice/ and on what basisS 7ow are you going to price it to sell at retailS 7ow are you going to sell it at wholesaleS 7ow are you going to charge $or -olume discountsS 0s your price correct based on your costs and the prices o$ your competitorsS 28 . Price: 0t is -ery important that the correct price is charged $or a product. 0$ the price is too high consumers will a-oid the product as they will belie-e it to be too expensi-e yet i$ the product is priced too low they may belie-e that there is something wrong with the product $or it to be so cheap.
7ere place means the real physical position o$ the customer in a geographic area or along a distribution channel. PlaceK %he place is where you can expect to $ind your customer and conse1uently/ where the sale is reali3ed. %he place is not where is located your business but where our customers are.N.(ome examples o$ pricing decisions to be made includeK Pricing strategy (('im/ penetration/ etc. &istribution is about getting the products to the customer. N. >or a retailer it is the same but $or a boat producer located in Philippines the real place is the entire world.) (uggested retail price 9olume discounts and wholesale pricing Cash and early payment discountsE bonus (easonal pricing Bundling Price $lexibility Price discrimination. (ome examples o$ distribution decisions includeK &istribution channels Mar'et co-erage (inclusi-e/ selecti-e/ or exclusi-e distribution) (peci$ic channel members 29 . Inowing this place/ you ha-e to loo' $or a distribution channel in order to reach your customer. &o not con$use positioning and place.*.
PromotionK 0n the context o$ the mar'eting mix/ promotion represents the -arious aspects o$ mar'eting communication/ that is/ the communication o$ in$ormation about the product with the goal o$ generating a positi-e customer response.".) 4d-ertising Personal selling J sales $orce (ales promotions Public relations J publicity Mar'eting communications budget 30 . 0n-entory management 0ntermediaries &istribution centers <rder processing %ransactions :e-erse logistics 0n consumer mar'eting channels/ we ha-e to consider three main distribution channelsK (elling to the customer (elling to the retailer (elling to the wholesalers N. Mar'eting communication decisions includeK Promotional strategy (push/ pull/ etc.*.
0$ they set expectations too low/ they may satis$y those who buy but $ail to attract enough buyers. 0n contrast/ i$ they raise expectations too high buyers are li'ely to be disappointed. &issatis$action can arise either $rom a decrease in product and ser-ice 1uality or $rom an increase in customer expectations.3 /usto(er Satisfaction: 5ro( Theoretica& . 0$ per$ormance matches or exceeds expectations/ the buyer is satis$ied or delighted. (uch companies trac' their customersF expectations/ percei-ed company per$ormance/ and customer satis$action. 4 company can always increase customer satis$action by lowering its price increasing its ser-ices/ but it may result in 31 .7owe-er/ the strategies $or the $our PFs re1uire some modi$ications when applied to ser-ices. Mar'eter must be care$ul to set the right le-el o$ expectations. %odayFs most success$ul companies are rising expectationsTand deli-ering per$ormance to match.ieB: Customer satis$action is the extent to which a product or ser-iceFs percei-ed per$ormance matches a buyerFs expectations. (atis$ied customers are $ewer prices sensiti-e/ remain customers $or a longer period/ and tal' $a-orably to others about the company and its products J ser-ices. 7ighly satis$ied customers produce se-eral bene$its $or the company. >or example/ traditionally promotion is thought o$ as in-ol-ing decisions related to sales/ ad-ertising/ sales promotions and publicity. )xpectations are based on customers past buying experiences/ the opinion o$ $riends and associates/ and mar'eter and competitor in$ormation and promises. 0n either case/ it presents an opportunity $or companies that can deli-er superior customer -alue and satis$action.obs are typically de$ined in terms o$ the operational $unction they per$orm. 4lthough the customer centered $irm see's to deli-er high customer satis$action relati-e to its competitors/ it does not attempt to maximi3e customer satis$action. 3. 0$ the product or ser-iceFs per$ormance $alls short o$ expectations/ the buyer is dissatis$ied. 0n ser-ices these $actors are also important/ but because ser-ices are produced and consumed simultaneously/ ser-ice deli-ery people are in-ol-ed in real+time promotion o$ the ser-ice e-en i$ their .
%here$ore/ the ser-ice pro-iders stri-e to bree3e this gap.lower pro$its. 0$ gap increases then customerFs dissatis$action will also increases. %hus/ the purpose o$ mar'eting is to generate customer -alue pro$itably. (o/ it is also important $or the company to 'now about the satis$action le-el o$ the customers. Pro-ider 6ap *K 5ot ha-ing the right ser-ice design and standard 32 . Ghen any problem is identi$ied/ it becomes easier to sol-e the problem. %hese gaps are . Pro-ider gap K 5ot 'nowing what the customer wants N. Customer gapK 5ot 'nowing what the ser-ice actually is.B 5ow/ we ha-e a -ery good idea regarding the importance o$ customer satis$action. Customer satis$action is the relation between )xpected ()) and Percei-ed (P) -alue o$ the ser-ice/ where Bene$its 9alueU Price U <utcome V Process Price V Cost o$ ac1uisition 7ere/ PW) PU) PX) means &issatis$action means (atis$action means &elight %he satis$action or dissatis$action o$ a consumer $or a ser-ice depends on # gaps. %his re1uires a -ery delicate balanceK %he mar'eter must continue to generate more customer -alue and satis$action but not Agi-e away house. *.
%o compete with ri-als and measure the current position o$ the Company it is must to analysis (G<%. 0<a(p&e: (uperior technology/ excellent customer ser-ice/ high 1uality product. • Strength (trength is something that a company is good at doing. Pro-ider gap NK 5ot deli-ering the ser-ice standard #. 0<a(p&e: &i-ersi$ying business/ Prospect o$ entering new mar'ets. • 3eakness 4 wea'ness is something a company lac's or does poorly or a condition that puts it at a disad-antage. 0<a(p&e: <bsolete $acilities/ Lac' o$ managerial talent/ $alling behind in : J &. (trength can be s'ill/ a competence/ and a -aluable organi3ational resource or competiti-e capability or an achie-ement that gi-es a company a mar'et ad-antage. Pro-ider gap "K 5ot matching per$ormance with promises 3.". (G<% analysis is a -ery important $actor $or a Company. • Threats 33 . • pportunities 4n opportunity is something that a company may grab $or company growth and pro$itability. 0t is $a-orable condition in a companyFs external en-ironment.4 S3 T Ana&'sis (G<% states $or (+ (trength/ G+ Gea'ness/ <+<pportunities and %+ %hreats.
0<a(p&e: :i-alFs introduction o$ chapter products or better products.4 threat is something a company may be exposed to in the external en-ironment that may cause su$$ering in growth or pro$itability. 5igure-=3: Product .$ Product . 0t is an un$a-orable trend in the external en-ironment.ife /'c&e 34 .ife /'c&e %he course o$ a productFs sales and pro$it o-er time. 3.
PART-4 ANALYSIS AND FINDINGS 35 .
Presently is about 8#Q+!..arn Manu$acturer) U N" Gea-ing (>abric Manu$acturer) U L" !* underK &yeing+Printing+>inishing (%extile Product Processor) U * . 0n order to stimulate rapid economic growth o$ the country Bangladesh 6o-ernment encourage $oreign in-estment and establish six indi-idual export processing 3one ()PH). %here is a huge yarn and $abric demand and supply gap in :M6 industries which is presently met by import. $abric re1uirement is increasing at *#Q per annum.=* million...fi!er2fashion. &uring the Duly+Dune *.1 4ndustr' Ana&'sis Bangladesh is the best place in the region $or textile and garments industry due to cheap labor and $a-orable trade status with the )8. Labor cost incurred in the industry is the lowest compared to its competitors. Initwear industry earned around RL"8N.Q o$ the demand is met by import $rom countries li'e China/ 0ndia/ 7ong Iong/ (ingapore/ %hailand/ Iorea/ 0ndonesia/ %aiwan etc.. 36 . :epresents a surge o$ o-er *.Q/ especially on the bac' o$ $ootwear and garments.*! million export.!+ . periods/ o-erall exports o$ the country reached 8( R *"!L.4. @Source: BBB.co(A. <-er ". million people are currently employed.. Currently the number o$ membership o$ B%M4 is (pinning (. billion )8:< has been in-ested in these mills and about ".
E7our R .1.E7our R .*#E7our (Source: BKMEA web !"e # )nergy cost in Bangladesh in lower compared to 0ndia and Pa'istan /ountr' @Source: BKMEA web !"e ) /ostF8B1 R ...L.!#EIw7 R .a!or cost E its co(petitors /ountr' %hailand 0ndia (ri Lan'a 9ietnam ..1 Bang&adesh Te<ti&e 4ndustr' at a g&ance Ta!&e no-2: Bang&adesh Te<ti&e 4ndustr' at a g&ance 37 ...E7our /ountr' 0ndonesia Pa'istan China Bangladesh ."...a!or cost per hour R ..."#E7our R ."...E7our R .E7our R .a!or cost per hour R ."..N#E7our R ...8EIw7 0ndia Pa'istan Bangladesh R .=EIw7 4..Ta!&e no-1: .
=8... ##... 8nitting E 8nit )'eing Su!-sector @0<port 4 2nitA: 4nnual Production Capacity (million meters) Man powerK riented 8.. *#. of Spind&es: a. 2 3o#en Su!-sector: a.. ...o.. *N LN*. #. Pri-ate (ector K B.1 Spinning Su!-sector a..8! :otor (pinning (<pen+end) 4nnual Production Capacity (million Ig) Man powerK .. *... Pri-ate (ectorK b..oo( Su!-sector: 5o.L# *.. L*. 38 .. of 2nit: N. o$ handloomK 4nnual Production CapacityK(million meters) ManpowerK "!8. (peciali3ed Power Loom 8nit 4nnual Production CapacityK (million meters) ManpowerK "*. 3 1and .. Large Gea-ing J Gea-ing &yeing composite millsK b.o. (4pprox) .. Public (ectorK .... 8N= L... Public (ector K .
. "=# # million 4nnual Production CapacityK (do3ens) Manpower K @Source: BTMA web !"e $ L% " U&'%"e$ Febru%r( )*+*# 4s the export increased in the 'nitwear sector the capacity o$ bac'ward lin'age also gradually increased accordingly. *8. (emi+mechani3ed dyeing J $inishing unitK 4nnual Processing CapacityK (million meters) ManpowerK N. 8.Q o$ the total $abric re1uirement o$ the sector. *=....$ )'eing-Printing-5inishing: a. Mechani3ed dyeing J $inishing unitK b.oca& Supp&' of 5a!ric and 6arn 39 .0<port riented R%7 Su!-sector: "#. %he result is local suppliers can impro-e !. 5igure =4: /o(petiti#e co(position and . .
. 4s o$ now the total in-estment in the bac'ward lin'age industry is more than 8(R ".Source: BKMEA web !"e # %he growth o$ spinning mills also stepped with the growth o$ 'nitwear exports. 0n $igure number "/ though o-en is the highest contribution (" ...N8 million that supplied .." the number almost tripled and it becomes N.N+. 0n *.N+.#8Q) in terms o$ gross export/ but the 'nit becomes the most signi$icant component i$ we see the net export share (N*Q).=. billion.et 0<ports of Bang&adesh @56 2==3-=4A 5igure =-: 0<port scenario of Bang&adesh 40 .. (Source: BKMEA web !"e -# 5igure =$: /o(parati#e Structure of 7ross and . 0t happens because the bac'ward lin'age industry has grown o-er the time which happens the 'nitwear sector to ha-e the higher -alue addition and there $ore a much higher net retention rate. million I6 yarn. million I6 yarn....= million that supplies *N!." the total number o$ spindles was . 0n *.
..#.8 -olume N.%he graph shows us the o-erall export situation o$ our country o-er the year o$ !=*+=N to *. Ta!&e no-3K /o(petiti#e statistics of 8nitBear @. Behind this dynamic growth $ew positi-e components li'e low labor cost/ pri-ati3ation/ $a-orable duty policy and o-er all a good impression about our Bangladeshi :M6 products on $oreign buyers wor' most...# it is in booming situation and crosses 8..L" B& export **.8*.8N "N#*.+! the export o$ Bangladesh radically increases.*= B& export #N."+. *L!. 0n the graph we ha-e seen that a$ter !!.ear Initwear share Q in -olume Qchange **. million 8( R yearly exports.o&u(e in (i&&ion 2S GA . >inally in *.#L :M6 %otal )xport Bangladesh #=#*.#L Go-en Gear share Q in Qchange N.* !!!+.."+.N! 41 .
.# *"!L.L *..* "!.*N "#!.*= N#N8.#8 N8."" =L.!" ".."8 N.8N.L+.*.* N=.LN # L=.*8 #! 8. *N"=.#* L"*!.* #*.!+ .#L N*#8. N..#! .. #*."N "#8N.N #!8L. L"8N. " *"..!! 8L#"..! L#"8. +.!8 "##N..N+.=8 N8.= N#!8.= *.= N..8 !* .N! N".# ".*! =.*L *8...L= =!.* *.*" L#N.L.8* "L#=.* N *".N8 *#."= N8 L. L.. "!L.88 N . *..N" *!.#* ##N*.* ".! *.8. ! L*. " +=.N.#8 " .#*L.#" .#" " .&or" &ro/o"!o0 Bure%u- 5igure =C: /o(petiti#e statistics of Bo#en Bear of Bang&adesh.N *.*+. NNL".=! . "."."+.N.+.8" *N.*L N#.! L" =.. N8. #L8L.N.*8 8. * ".8 *..L# Source: E.." *.* *8 !.8L " ..L!!.*N L"L=... 42 . "8L.#+. L * ==....=# "L.*# N*.8 "! *.#.*# N*. 1999-00 2000-01 2001-02 2002-03 2003-04 2004-05 2005-06 2006-07 2007-08 2008-09 2009-10 7000 6000 5000 4000 3000 2000 1000 0 5igure =H: /o(petiti#e statistics of knitBear of Bang&adesh..N8 !. .=+.# L.8N +*.*.*....8N * "8.# *.."N !.8+..=* ##L#.#8 NL. * .*# .*L N=.# .
1. %he 'nit ware is hea-ily dri-en by the $a-orable policies and too' the opportunity to de-elop a strong bac'ward lin'age $or the sector.ecti-es also. 4. %he cumulati-e a-erage growth rate o$ the 'nitwear sector is *.arn/ >abric Manu$acturers and %extile Product Processors mills o$ the country under pri-ate sector.7000 6000 5000 4000 3000 2000 1000 0 1999-00 2000-01 2001-02 2002-03 2003-04 2004-05 2005-06 2006-07 2007-08 2008-09 2009-10 %he growth o$ 'nitwear and o-en sector is increasing at an increasing rate. B%M4 is registered in !8N with the Doint (toc' Companies as an 4ssociation/ not $or pro$it/ under the Companies 4ct !!". B%M4Fs initial memberships o$ ** mills ha-e some ob. 4nd it is continuously grabbing a more portion in the export pie o$ Bangladesh. • B8%0A 43 .2 Association of Te<ti&es 4ndustr' • BT%A Bangladesh %extile Mills association (B%M4) is the national trade organi3ation representing .Q.
1 Product of Be<Te< 44 . BIM)4 is committed to enhance social compliance status o$ its member units. 4. Initwear is the second largest export earnings sector o$ the country which is expected to become number one -ery soon.BIM)4 was $ounded in !!L to promote the exclusi-ely the 'nitwear sector o$ Bangladesh. BIM)4 has ensured children labor $ree 'nitwear sector.2 /o(pan' (arket ana&'sis 4.2.
2 Reason for !u'ing 10% 10% price 25% quality service 55% t!ers 5igure-1=: Reason for !u'ing >rom the sur-ey it is $ound that out o$ N responses ##Q buy Bex%ex $or its 1uality/ . Most o$ the consumer or buyers consume Bex%ex because o$ its 1uality.2.Te.Q $or its other reason/ . Bex%ex produce their product according to the customer or buyers demands.2. 4.Q $or its ser-ice/ and *#Q $or its price.27% knit 24% febrics denim yarn 34% 15% 5igure-=I: Product of Be<Te< (Source: A00u1 Re&or" o2 Be.3 Bu'ers opinion a!out ?ua&it' 45 .-# %he product o$ Bex%ex is 'nit/ denim/ $abrics/ and yarn. 4. 4t present Bex%ex produce around N"Q 'nit/ *=Q $abrics/ *"Q denim/ #Q yarn.
4 Bu'ers opinion a!out price 50 40 44 17 39 30 20 10 0 fully"satisfy m derate dissatisfied 5igure 12: Bu'ers opinion a!out price >rom the sur-ey it is $ound that out o$ 8 respondent =Q buyers are $ully satis$ied/ ""Q buyers are moderate/ and N!Q buyers are dissatis$ied about its price.60 50 56 27 17 m derate dissatisfied 40 30 20 10 0 fully"satisfy 5igure-11: Bu'ers opinion a!out ?ua&it' >rom the sur-ey it is $ound that out o$ 8 respondent #LQ buyers are $ully satis$ied/ *=Q buyers are moderate/ and =Q buyers are dissatis$ied about its 1uality. 4s a reason/ most o$ the consumer or buyers consume Bex%ex because o$ its 1uality. 4.$ Bu'ers opinion a!out the pro(otiona& acti#ities 46 .2. Most o$ the buyers or customers are happy with its 1uality. 4. %hey thin' Bex%ex charge more $or their product.2. Most buyers or customer are unhappy with its price.
%hey also thin' they re1uire more training to impro-e their wor'.60 50 40 56 33 11 fully"satisfy m derate dissatisfied 30 20 10 0 5igure 13: Bu'ers opinion a!out the pro(otiona& acti#ities >rom the sur-ey it is $ound that out o$ 8 respondent Q buyers are $ully satis$ied/ NNQ buyers are moderate/ and #LQ buyers are dissatis$ied about promotional acti-ities. Buyers or customer are happy with Bex%ex employees wor' and beha-e.C 0(p&o'ees opinion a!out R E ) 47 .2. 4..2. Most buyers or customer agree that proper ad-ertisement can increase its sales as well as pro$it.Bu'ers opinion a!out the e(p&o'ee 40 30 39 33 28 20 10 0 fully"satisfy m derate dissatisfied 5igure 14: Bu'ers opinion a!out the e(p&o'ee >rom the sur-ey it is $ound that out o$ 8 respondent N!Q buyers are $ully satis$ied/ NNQ buyers are moderate/ and *8Q buyers are dissatis$ied about employeeFs acti-ities. 4. Li'e Parranging $air/ ad in website.
7ere )uropean region leads by ##. Beximco textiles di-ision o$$er readymade garments/ as its product.H The (ain !u'ers of Be<Te< 5igure 1-: The (ain !u'ers of Be<Te< %he pie indicates the )xport percentage o$ Beximco %extiles in -arious region o$ the world. %he main customers o$ Beximco textiles are $rom )urope and 4merica. 4.*!Q and the rest portion o$ export is done in the other countries. %hey thin' it re1uire more :J&.2. %he main customers o$ this organi3ation are listed belowK a) 0nditex (3ara and bersh'a)+(pain b) DC penny purchasing corporation+8(4 c) Charter house holding+ 8I d) Mother care+8I e) %he cotton group (7+ Belgium $) 67 imported merchandise+ Canada 48 ."Q. (o here as statistics shows )8 countries are more potential $or Beximco %extiles.35 34 35 33 32 33 32 31 30 fully"satisfy m derate dissatisfied 5igure 1$: 0(p&o'ees opinion a!out R E ) NNQ employees are happy with the research and de-elopment o$ Bex%ex and N*Q employees are dissatis$ied with the research and de-elopment o$ Bex%ex. %hen 8( region co-ers N".
Iader (ynthetic >ibres Ltd. >ai3unnesa %extile Mills Ltd. 4. Damuna %extiles Ltd. >ai3un 5esa %extile Mills Ltd. 7. Mowla %extile Mills Ltd. Ltd. 5ewtex &yeing J Printing 8nilon %extiles Ltd. (1uare %extiles Ltd. 4lha. 5ahid >abrics Ltd. Ltd. %he Chittagong %extile Mills Ltd. :a3 %extile Mills Ltd. MascotFs %extile Mills Ltd. :ahim %extile Mills Ltd. %echno %extile Mills Ltd. %extiles Ltd.) Perry )llis ') (hoeby l) Matalan 4nd many more. 4sian %extile Mills Ltd.7. %he Padma >abrics P-t. (hohgpur %extile Mills Ltd. (hah >atehullah %extile Mills Ltd.I /o(petitor ana&'sis Partex %extiles Ltd. 7abibur :ahman %extile Mills Ltd. (hasha &enims Ltd. 49 . Damaluddin %extiles Ltd. %extile Mills Ltd. Haber J Hobair >abrics Ltd.g) Lindex h) <rsay 6MB7+6ermany i) P97 .2. Padma %xtle Mills Ltd. 8ttara Initting J &yeing Ltd.
29% 35% be#te# parte# squarte# t!ers 20% 16% 5igure 1C: /o(petitor ana&'sis >rom the sur-ey it is $ound that out o$ # responses N#Q buy Bextex/ *.2. Most important season $or buying product is summer and winter.2. 4. 4. 4t the present Bextex Ltd is the mar'et leader in this industry.11 1oB Bu'ers Bu' Be<Te< product 50 . %hey should ta'e some more action so that they can 'eep the mar'et leadership.1= 4(portant season for !u' 11% $um m er 16% 41% % inter $prin& 'utum n"" 32% 5igure 1H: 4(portant season for !u' >rom the sur-ey it is $ound that out o$ N= responses " Q buy at summer/ N*Q buy at winter/ LQ buy at spring and Q buyers buy product at autumn.Q buy Partex/ LQ buy s1uar tex and *!Q buyers buy product $rom others.
Buyers thin's Bex%ex should ta'e more ad-ertising so that they can easily choose their product $rom ad-ertising.# million yard o$ yarn/ 8 million yard o$ 'nit/ ".12 Production of Be<Te< product @2==$-2==IA 16 14 12 10 8 6 4 2 0 2005 2006 2007 2008 2009 Yarn Knlt Denim Febrics Source: Co/&%0( 3our0%1- 5igure 2=: Production of Be<Te< product @2==$-2==IA Bex%ex produce around *.#.2. million yard o$ denim/ ..8 million yard o$ 'nit/ = million yard o$ denim/ =. 0n *. 4.# million yard 51 .# million yard <$ yarn/ !.# million yard o$ yarn/ *. 0n *. 0n *..8 it produce around # million yard o$ yarn/ N.! million yards o$ $abrics.L it produce around N.# million yard o$ denim/ # million yards o$ $abrics in the year o$ *.8 million yard o$ 'nit/ .22% 14% 'dvertisin& (ers nal sellin& 25% )-m ail *irect m arketin& 39% 5igure 1I: 1oB Bu'ers Bu' Be<Te< product >rom the sur-ey it is $ound that out o$ NL responses N!Q buyers buy product through )+mail/ **Q buyers buy product through direct mar'eting/ *#Q through personal selling and "Q buyers buy product through ad-ertising.= it produce around "...# million yards o$ $abrics.
%he main consumers are in the age group o$ *+"#.o$ 'nit/ .2.14 )e(ographics %arket of Be<Te< %he pro$ile $or the Bex%ex customers are consists o$ the $ollowing geographic/ demographics J beha-ior $actors.8 million yard o$ denim/ .. 4. 4. • 7eographic Bex%ex Products co-er the whole o$ Gorld specially )8 J 8(4. %hey pre$er di$$erent color and combinations. million yards o$ $abrics. 52 .8 million yard o$ yarn/ ". Consumers2 growing awareness about new $eatures and $acilities. >rom the $igure it is shown that the production capacity as well as the demand o$ Bex%ex is increasing day by day.! it produce around #. • /onsu(er 7roup People $rom all wal's o$ li$e. 0t also sell product with in the country. 8sually prices donFt matter that much.. • )e(ographic Both male J $emale are buyers o$ Bex%ex.* million yard o$ 'nit/ * million yard o$ denim/ N million yards o$ $abrics.2.13 Target %arket of Be<Te< :M6 companies are the target mar'et o$ Bex%ex. • /usto(er 7roup 4ll :M6 companies. 0n *. Mar'et/ show room. Bex%ex are mainly loo'ing $or the international :M6 companies and buyers rather than national buyers.
2.1.%arket . %o select employees on the basis o$ 1uali$ication.eeds 6ood >eatures. %o 'eep hygienic conditions in the $actory. &ue to their strong public relation and competitor inacti-eness they are gradually positioning themsel-es among these target places. %o impro-e the 1uality management system continuously 53 .1$ %arket Positioning Bex%ex plays the 5iche Mar'et segment with speci$ic positioning o$ $inal B*B sales. Competiti-e pricing. 4-ailability.2.2.4. (trong Mar'eting 4cti-ities ( Li'e 4rranging >air) 4. %o ensure the health o$ the wor'ers.1C /o(pan' Po&ic' %o produce goods as per customers re1uirement. 5ice Pac'aging. 4.
$. %a"or 5indings
• • • • • • • • • • • • • • • Big si3e o$ industry. Large contribute in national income. 7igh competition among e-ery textile. Most o$ the buyers chose 'nit products o$ Bextex ltd. Most o$ the buyers buy Bextex products because o$ their 1uality. Most o$ the buyers are satis$ied with the 1uality o$ Bextex products. Most o$ the buyers are dissatis$ied with the price o$ Bextex products. Most o$ the buyers are dissatis$ied with promotional acti-ities o$ Bextex. Most o$ the buyers are satis$ied with the employee o$ Bextex ltd. )mployees are neither satis$ied nor dissatis$ied with : J & o$ Bextex ltd. Main buyer o$ Bextex is )8. 4t the present Bextex Ltd is the mar'et leader in this industry. Most o$ the buyers pre$er summer season to buy products $rom Bextex. Most o$ the buyers pre$er )+mail to buy their products $rom Bextex. 5e-er use o$ promotional acti-ities.
• • • •
Mainly $ocus on abroad customer. >acing international complexity. >astest growth industry. 6rowth o$ wor'er.
<ne is internal problem/ means problems which exist in Beximco textiles or group and which hampers the per$ormance o$ Beximco textiles or group. 0t is the appropriate time when we should thin' about our $uture industry newly. 0 thin' in $arther de-elopment this $irm needs $ew promotional acti-ities/ should loo' $or other countries rather than )8 and 8(4/ train up the employee and also gi-e e1ual importance to all product. 4$ter crossing these time now we ha-e get the golden time to re+in$rastructure and reshape our whole industry and ma'e a re-olution. 0 $irmly belie-e that it will de$initely add some -alues in my $uture goals. Beximco enter to the world mar'et o$ textile and :M6 is about NN years. %hough there are some limitations? howe-er 0 ha-e tried to do my best to learn and to write the real wor'ing situation out o$ my internship. 5ot only Beximco textiles but also $or the $uture growth o$ our garments industry we need to do some re$orms 57 .0n the whole system o$ Beximco textiles and as well as in the textile industry 0 $ound $ew problems. Ieeping these things mind 0 ha-e tried and designed my report on textile industries. %he second one is o-erall problem? means problem which exists in the system and as well as in the industry. 0n these years we ha-e $aced lot o$ challenges and ha-e got lot o$ experience. <-er all the per$ormance o$ Beximco textiles is satis$actory. 0 thin' it is not only my course re1uirement o$ BB4 but also a step towards my pro$essional career. %hese problems are two types.
PART-C RECOMMENDATION 58 .
%hey should do some ad-ertising $or their product. %hey should impro-e their products 1uality by o$$ering di$$erent $eatures? color etc so that they can satis$y all buyers. 0nternational lobbing should be done to increase $oreign exports Modern research institute should be established nationally to do -ast research on $iber/ yarn and textile products. Li'e+Middle )ast. Mar'et penetrate can be done into local mar'et to increase sells. Loan $acility need to be more increase. 0% system needs to be upgraded according to the expert suggestions. Beximco should gi-e importance to sell their products all round the year. Beximco textile should ta'e di$$erent mar'eting strategies to be the mar'et leader in the highly competiti-e industry. • • • • • • • • • • • • • • • • • Beximco textile should gi-e importance to their yarn products. Bex%ex should need more concern about their pricing strategy to capture all the customers. :J& department should be established in Beximco textiles to moderni3ed existing product and 1uality increase.0 ha-e tried to suggest some possible solutions o$ these problems. %hey should ta'e more ad-ertising so that buyers easily buy the product. Beximco should gi-e more importance to other countries too. Li'e+arranging $air/ ad in website. %hey should train up their employees periodically. 59 . Gebsite should be upgrade a$ter e-ery N moths and more in$ormation needs to incorporate into that web. Beximco textile should impro-e their 1uality as well as $ocus to price and other ser-ice so that they can satis$y all buyers.
• • • 6o-ernment policy should be more liberali3e $or textile sectors growth. Bureaucracy in go-ernment sector should be reduced and Corruption rate should be controlled. PART-H BIBLIOGRAPHY 60 .
&r..org • I0"ro'uc"!o0 o2 B%051%'e 6 "e. (*. Belal (*. M..or in-estment incenti-es ."!1e !0'u "r( %" % 51%0ce$ L%bor co " 7 !" co/&e"!"or $ $rom httpKEEwww.N/ Dune).) • Baa1uie )...• Iotler Philip and Ieller Ie-in Lane (*.com 61 .=/ page number #* &ro/o"!o0 • B%051%'e 6 Te.#)/ Mar'eting Management ( *th edition. %ech textile symposium technical Papers/ :esearch institute at tech textile/ I0'u "r!%1 F%br!c Bu11e"!0 )$ :etrie-ed Duly N/ *..= • www.com • :ahman.btma..&or" bure%u/ :etrie-ed Duly =/ *. S"%"! "!c B%051%'e 6$ :etrie-ed Duly #/ *.#) Ma.b'mea."!1e ec"or$ $rom www.= Poc4e" o2 • 7ussain 43$ar (*. E.$iber*$ashion..N/ March) Competiti-e statistics o$ Initwear.
PART-I ANNE8URE 62 .
%"!o0 0%/e<<<<<<<<<<<<-$ A''re <<<<<<<<<<<<- .ectK 0nternship :eport (Mar'eting) (The information collected from this questionnaire will be used for academic purpose. Ghy do you pre$er Be<te< $abricsS 4nsK a) Cuality/ b) (er-ice/ c) Price/ d) <thersYYYYYYY 63 .arn/ c) >abric/ d) Init. want to collect information on your insights and opinions about Beximco Textiles. *.BUBT#. as per a requirement of my Internship report I will appreciate your !aluable time " support in answering the questions #ll the information collected will be kept strictly confidential and shall only be used for report purpose N%/e:Or5%0!. will be kept secret) &ear :espondent/ I am a student of B%051%'e 6 U0!9er !"( o2 Bu !0e 7 Tec60o1o5( . Ghat type o$ Bextex product do you pre$erS 4nsK a) &enim/ b) .Bang&adesh 2ni#ersit' of Business E Techno&og' @B2BTA Cuestionnaire (ub.
#. / d) 8(& *.8 / c) 8(& *. L.o3+ #o3 / d) . Ghich color o$ product do you pre$erS 4nsK a) &ar' indigo/ b) Blue blac'/ c) Blac'/ d) <thersYYYYYYY ". 7ow much you want to cost $or Bextex $abrics in per ydS 4nsK a) 8(& .es/ b) 5o. &o you thin' ad-ertisement in di$$erent media can increase pro$itS 4nsK a) .. 8.# / b) 8(& .N. =. 4re you satis$ied with its priceS 4nsK a) >ully satis$y/ b) Moderate/ c) &issatis$ied. Ghich channel o$ media would you pre$erS 64 . !. 7ow much weight o$ product do you pre$er $or per s1uare meterS 4nsK a) . Ghat 1ualities o$ product you imported $rom Be<te<J 4nsK a) 7igh/ b) Medium/ c) Low/ d) 5o comment.o3+ *o3 / b) 8o3+ *o3 / c) .o3+ "o3 #.
>rom which textiles you collect productS(please indicates their name) 4nsK a) Bex%ex/ b) Pae%ex/ c) (1uar%ex/ d) <thers *. N. Ghich season export -olume is highS 4nsK a) (ummer/ b)Ginter/ c) (pring/ d) 4utumn..4nsK a) %9/ b) )+mail/ c) Geb site/ d) <thersYYYYYYY . . Ghat is your le-el o$ satis$action about -arious $abrics seller in B&S 4nsK Company 5ame Le-el o$ satis$action 65 . 4re you satis$ied with its employee wor'S 4nsK a) >ully satis$y/ b) Moderate/ c) &issatis$ied.
L.. 0n comparison with other local competitors/ how will you $ix the rate o$ Be<te< $abricsS (Please mar' the number) 4nsK *ua&it': Poor *ua&it' .eutra& 1igh *ua&it' * N " # Price: /heap /ost&' .. Below #. #. ".eutra& * N " # #. Ghat is your satis$action le-el o$ using &oca& @Bang&adeshA $abricsS (Please mar' the number) 66 . 8. Bex %ex Par%ex (1uare %extiles Padma %extiles <thers !. =.
By how you 'now about or buy Bextex productS 4nsK a) 4d-ertising/ b) Personal selling/ c) &irect mar'eting/ d) )+mail. Gill you pre$er to use Be<te< >abrics next timeS 4nsK a) . !. Ghat is your satis$action le-el o$ using local Be<te< $abricsS (Please mar' the number) 4nsK 1igh&' )issatisfied . &o you li'e Bextex $abricsS GhyS 4nsKYYYYYYYYYYYYYYYYYYYYYY.eutra& 1igh&' Satisfied * N " # =.4nsK 1igh&' )issatisfied . Thank 'ou for gi#ing 'our #a&ua!&e ti(e 67 . 8.eutra& 1igh&' Satisfied * N " # L.es/ b) 5o/ c) May be.
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