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Integrated Marketing Activities of

Southeast Union Ceramic Industries Limited


Report paper submitted in partial of requirement for the
Degree of Bachelor of Business Administration (BBA).

Supervised By
Sk. Mahrufur Rahman
Senior Lecturer
Department of Business Administration,
North Western University, Khulna.

Prepared By
Md. Tanvir Sakib
ID: 20151004101
Department of Business Administration,
North Western University, Khulna.

Date of Submission: November 30, 2017


Letter of Transmittal

November 30, 2017


Course Teacher
Sk. Mahrufur Rahman
Senior Lecturer, Department of Business Administration,
North Western University, Khulna.

Subject: Submission of report paper.

Dear Sir,
I beg most respectfully to state that, I am Md. Tanvir Sakib, student of BBA spring-2015; North
Western University; ID NO is 20151004101. I want to make a report on “Integrated Marketing
Activities of Southeast Union Ceramic Industries Limited”. This report contains a
comprehensive analysis on investigating the integrated marketing activities of the industry. It
will be prepared based on the information collected from the industry which was visited.

I, therefore, have enjoyed working in the study. I have learned a lot and gather knowledge
regarding the marketing activities of Southeast Union Ceramic Industries. I am quite optimistic
all this will help me in the future in my work area. I have devoted my best to make the report
informative one. I hope my sincere efforts will be blessed with your kind approval and oblige
thereby.

Sincerely Yours,

…………………
Md. Tanvir Sakib
ID: 20151004101

Supervised by:

.....................................
Sk. Mahrufur Rahman
Senior Lecturer
Department of Business Administration
North Western University, Khulna.

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ACKNOWLEDGEMENT

At the very beginning, I would like to convey my sincere appreciation to the Almighty Allah for
giving me the strength and ability to complete the task within the specified time.

Any report is the product of numerous people whose efforts, ideas and suggestions make the
writer’s job manageable. I am indebted to many people and organization for their assistance in
making this assignment a reality.

I am very much thankful to my honorable supervisor, Marufur Rahman, Senior Lecturer,


Department of Business Administration, North Western University. Without his constant
supervision and valuable advices and suggestions, I would be failing to complete the whole thing
in a right manner.

This report owes much to the executives and officers of the Southeast Union Ceramic Industry
Limited. I would like to express my heartiest thanks to all the eruptives and employee of
Southeast Union Ceramic Industry Limited for their valuable support.

As always, any errors or omissions are the sole responsibilities of the writers. Any suggestions
improving the quality of this report are welcomed.

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Executive Summary

The main purpose of this study is to investigate the overall activities of Southeast Union Ceramic
Industry in Bangladesh. The study focus is on visiting the Southeast Union Ceramic Industries
and investigating the integrated activities of them. This study is descriptive research. To prepare
this report paper, information is collected form primary source. The Ceramic Industry was
visited and information is collected from there. Various information were collected such as their
production process, their machinery or equipment, their product quality, pricing strategy, their
promotional channel, working environment, number of employee etc. These information were
collected from top level management. SOUTHEAST UNION CERAMIC INDUSTRIES
LIMITED located in KATAKHALI, FAKIRHAT, BAGERHAT, KHULNA. For the registered
land area 32 acres and the whole project capital investment is around 5500 million Taka, with the
target to build up the most longest and productive and advanced ceramic production line within
Bangladesh country specializing in manufacturing a series of medium-to-high grade ceramic tiles
including full glazed polished tiles, rustic tiles, homogeneous tiles. Southeast Union Ceramic
Industries Limited (SEUCIL), a coal-based ceramic company, has begun production with a
capacity of 2.69 lakh square feet tiles per day to meet local demands. It is fully automated with
environmentally friendly protection system based on international standards. They have installed
dust cleaning and sulfur removal equipment and also water treatment system to recycle waste
water. Currently, their employees are about 1,050 (technical staff and workers) of which 20% are
women. There are also 50 people from China. The Chinese supervisors will train the Bangladesh
workers every time. The production capacity would increase to 4.30 lakh square feet per day
after completion of second phase within the next five months. All raw materials including coal
have been imported from China, Malaysia, Indonesia, Vietnam and India to meet the demand of
the industry.

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Table of Contents

Chapter No. Chapter Name & Topic Page

1 Introduction
1
1.1 Background of The Study 2
1.2 Objective 2
1.3 Scope of The Study 3
1.4 Limitation of The Study

2 Methodology
4
2.1 Types of Research 4
2.2 Sources of Data 5
2.3 Tools & Techniques

3 Organizational Overview 6-7

4 Analysis & Findings


4.1 SWOT Analysis 8
4.1.1 Strengths 9
4.1.2 Weaknesses 9
4.1.3 Opportunities 10
4.1.4 Threats
11-12
4.2 Findings

5 Recommendation & Conclusion


13-14
5.1 Recommendation 15
5.2 Conclusion
Chapter-1
Introduction

1.1 Background of The Study:

Bangladesh gained its independence from Pakistan in 1971. At that time, the new country
implemented a socialist framework for its economy. Under this framework, all industries within
the country were state-owned. This move resulted in slow growth, food shortages, and inefficient
goods production. Bangladesh has a market economy. It is considered the 44th largest economy
in the world and the second fastest growing. A Developing country such as Bangladesh, where
economic developing is a burning issue. Bangladesh relies on diversified industries, including
textiles, ceramic, pharmaceuticals, leather, fishing, steel, natural gas, shipbuilding,
telecommunications, and food processing. Additionally, it has the second largest financial sector
of the Indian subcontinent. The ceramic industry is a growing manufacturing sector in
Bangladesh. The industry started during the late 1950s when the first ceramic industrial plants
were established. The industry mainly produces tableware, sanitary ware and tiles. As of 2011,
there were 21 ceramic industrial units throughout Bangladesh. The first ceramic plant was
established in Bogra in 1958. Owned by Tajma Ceramic Industries, it was a small manufacturing
plant for porcelain tableware. SOUTHEAST UNION CERAMIC INDUSTRIES LIMITED is
one of the biggest industries in Bangladesh which is located in KATAKHALI, FAKIRHAT,
BAGERHAT, KHULNA. This industry plays a great role on the economy in Bangladesh. In
recent years this ceramic industries in Bangladesh has grown up in a large extent. It is playing a
great role on Country's export earnings.

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1.2 Objectives:

The study is basically focused on some objectives. These objectives are given below-

 To identify their product quantity.


 To identify their pricing policy.
 To identify their channel of distribution.
 To identify their promotional tools.
 To identify the elements of strengths, weaknesses, opportunity & threats.

1.3 Scope of The Study:

This study is totally based on the ceramic industry. The information is collected from there. This
industry is physically visited and information is collected. So information is collected from
primary sources.

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1.4 Limitation of the Study:

The following are the limitation of the study:

 Fifteen days is not enough for such an extensive study. It is very difficult to collect all the
required information in such period.

 No details data of ceramics company of our country.

 This study does not include any comparison with the similar company.

 A worthwhile study requires the analysis of as much data as possible covering various
aspects of the study. But there does not have access to the various types’ information
about production management process.

 Due to some legal obligation and business secrecy Southeast Union Ceramics Company
are reluctant to provide data. For this reasons, the study limits only on the available
published data and certain degree of formal and interview.

 To protect the organizational loss in regard of maintaining confidentiality some parts of


the report are not in depth.

 It was not possible to talk properly each and every employee. For this reason, various
extensive information was not collected.

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Chapter-2
Methodology

2.1 Type of Research:

The report is “Descriptive Research” in nature. It is prepared on the basis of information


collected from primary and secondary sources. The secondary information was collected from
Southeast Union Ceramics website and staff of the Southeast Union Ceramics and primary data
collected from Company officials as well as executives and employees. Majority of information
was collected from primary sources. The Southeast Ceramic Industries was visited practically
and information was collected from there.

2.2 Sources of Data:

Primary data.
Secondary data.

Primary Sources
 Officers.
 Employees.

Secondary Sources
 Southeast Union Ceramics web site.

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2.3 Tools & Techniques:

The following tools and techniques are required to do the report:

 Computer.
 Internet.
 MS Word 2007.
 Pen.
 Pages.

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Chapter-3
Organizational Overview

SOUTHEAST UNION CERAMIC INDUSTRIES LIMITED started their venture on 2016


with full fledge production and suitable tiles in Bangladesh. It’s a joint venture company where
ownership between China & Bangladesh is 60% & 40%. This is the 17th ceramic industry
company in Bangladesh. The primary objective of the company was to produce ceramic product
in selected users. By the 2016 this organization changes their aspiration to cope up with market
leadership in tiles industry. Beginning of their journey was in ceramic market with their pivotal
vision to success. The vision was to set up ceramic industries with all modern technological
aggregation and create value for users. To run a ceramic industry they established highly well
emphasized machineries and tenure skilled persons. 37% of tiles are depended on imported tiles.
Clay is the major ingredients of making ceramic products with 39 necessary elements that
imported from Malaysia, India, China & Bangladesh. Clay is imported from Malaysia and sand
is collected from Srimangal, Bangladesh. The ultimate objective was to produce, process, treat,
mould, prepare, manufacturer, buy, sell. Southeast Union Ceramics imports their raw materials
from globally well known suppliers. There are 3 shifts of working. In each shift, 111 workers are
working. There are 50 domestic official staffs and 74 Chinese staffs. Each of the production or
technical decision is made by top management and executive committee of Southeast Union
Ceramics. Southeast Union Ceramics has many distributors over the country. Financial growths
of the company are in well path and this section will post on economic value analysis. The
valuation of Southeast Union Ceramics after 5 years really amazing for our tiles market.

SOUTHEAST UNION CERAMIC INDUSTRIES LIMITED located in KATAKHALI,


FAKIRHAT, BAGERHAT, KHULNA, for the registered land area 32 acres and the whole
project capital investment is around 5500 million Taka, with the target to build up the most
longest and productive and advanced ceramic production line within Bangladesh country.

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SOUTHEAST UNION CERAMIC INDUSTRIES LIMITED is a professional supplier
specializing in manufacturing a series of medium-to-high grade ceramic tiles including full
glazed polished tiles, rustic tiles, homogeneous tiles, crystal tiles and classical ceramic interior
wall tiles.

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Chapter-4
Analysis & Findings

4.1 SWOT Analysis:

4.1.1 Strengths:

 The company’s product quality is good and the price is low. Compare with the similar
products customers have the best price.

 Their sales volume is higher than China.

 They use latest machineries.

 Not for a single moment the company faces lack of electricity. They have own sufficient
electricity power.

 Extensive supplier industry.

 Strong linkages with other key regional clusters.

 Entrepreneurial culture directed towards exports.

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4.1.2 Weaknesses:

 Lack of promotional program.

 Lack of raw materials in Bangladesh.

 High Utilities Cost of utilities (gas & electricity).

 Use of traditional techniques and technology.

 Low R&D for product innovation.

 Limited distribution channels.

4.1.3 Opportunities:

 Rising domestic demand for tiles.

 Large export potential in Central Asia.

 Exploit local expertise in related sectors, clusters technologies.

 Facilitate supply chain collaboration.

 According to the company the production capacity would increase to 4.30 lakh square
feet per day after completion of second phase within the next five months.

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4.1.4 Threats:

 Changing consumer preferences.

 Large surplus capacities in the international market.

 Increasing regulatory pressures.

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4.2 Findings:

Overcoming the challenges is most prominent objective for each player. In the context of my
internship, it was hard to believe any uncooperative in production plant. Workings at office level
were full of enjoyment and keys to learning facts. But some constraints I found at factory pointed
below:

 Every officer is busy with their workings and they provide sufficient concern to the
interns and lower level staffs.

 No hostel facility for workers in this company.

 No recreational facility inside the plant house to ensure inspired working moods of
workers as well as to provide interim rest incentives.

 Lack of knowledge about sound business policy in top management.

 Does not have available rest room facility for production employees.

 Communication gap is an increasing problem within the organization, main reason is


high number of workers and combination of Chinese workers and Bangladeshi workers.

 The industry has begun production with a capacity at 2.69 lakh square feet tiles per day to
meet local demands.

 It is the first ceramic company in Barisal and Khulna division.

 This company is one of the biggest company in China.

 In order to improve our economic condition Chinese workers are working here.

 There are 20% of women workers and 80% men workers.

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 Product style or design is also depends on customer’s demand.

 There are two types of product brand-


(i) Suc
(ii) Fondy

 Southeast Union Ceramics produce 3 types of tiles-


(i) Homogeneous.
(ii) Mirror Polished.
(iii) Rustic.

 97%-98% of the total product is going to on the ‘A’ grade.


That means 2-3% of the product is ‘B’ or ‘C’ grade.

 Material, products are tested automatically in the lab and also re-check manually.

 Southeast Union Ceramics set their product price based on cost.

 Southeast Union Ceramics cover the market almost all over the Bangladesh.

 Southeast Union Ceramics provide 1.55 BDT as tax in per tiles.

 Southeast Union Ceramics plays an important role in social responsibility. They provide
25% amount of their income in corporate society responsibility.

 Southeast Union Ceramics have six powerful generators.

 Every worker is under insurance by Southeast Union Ceramics.

 Southeast Union Ceramics have three employees who translate language.

 Southeast Union Ceramics provide training to new employee for 2 months.

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Chapter-5
Recommendation & Conclusion

5.1 Recommendation:

Southeast Union Ceramics has been updating their workings day by day but in terms of this
report of work with them it may need some guidelines which are given below to ensure better
performance:

 Waste materials which is harmful for atmosphere so company must need to a specific
place where waste materials are throwing.

 Need to establish hostel facility for workers to ensure 24 hours non-stop production.

 Need to provide recreational facility inside the plant house to ensure inspired working
moods of workers as well as to provide interim rest incentives.

 Top management should set their effective goals to earn profit and ensure sound business
policy to strengthen its growth in Bangladesh with full fledged facility.

 Southeast Union Ceramics need to give their employees available rest room facility.

 Company must need to know about their Top management regular activity of the caking
organization and production mechanism in time.

 Communication gap is one of the major problem in a company so Southeast Union


Ceramics Company should take a proper steps to reduce communication gap.

 Management needs to practice fair wage board for their employees.

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 Southeast Union Ceramics has been captured tiles products and now need to expand their
creativity.

 They have to arrange more and more promotional activities owing to increase their sales.

 Southeast Union Ceramics should motivate their employee by giving various opportunity
and services so that they can work with skills.

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5.2 Conclusion:

Ceramic sector in Bangladesh has opened a new era of producing and exporting ceramic
products. This sector has a great potential to earn export money from 50 different countries over
the world. The quality of Bangladeshi ceramic products fascinated the international customers.
Hence there is a great opportunities to invest in this sector. Government and private sectors are
advised to improve the quality of research and development at different research institutions of
Ceramic Engineering and Technology through increased funding. Clear policies and strategies to
establish link between Research Institutes and Industry in Bangladesh are imperative for
technical progress.

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Appendix:
1. When was the factory started?

2. Why SEUCIL choose Bangladesh for investment?

3. How many employees are employed?

4. How market is analyses?

5. What kind of raw material they use?

6. From where they collect their raw material?

7. How do they test product quality?

8. What are main features of their product?

9. How they select product style and design?

10. How they package their product?

11. How they set price of product?

12. When does the price increase or decrease?

13. What kind of channels they use to reach to the customer?

14. How much competition do the products face in market?

15. What kind of problem do they face?

16. What kind of opportunities they have for future?

17. What are the main threats of the industry?

18. What are the strengths?

19. Where do they expect their industry in future?

20. Is there any CSR activity?

21. What are the advantages they provide to their workers?

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