Professional Documents
Culture Documents
Hatil Brand Analysis PDF
Hatil Brand Analysis PDF
Brand Analysis
Case
On
HATIL
11
1
Principle of Marketing
Assignment
On
HATIL
Submitted to
Submitted by
Group : 7
2
Brief Product Facts:
Hatil Complex Ltd. is doors and furniture manufacturer in Bangladesh. It was established in 1989
following the lead of a reputed timber processing company H.A. Timber Industries Ltd (1966). This
company produces wooden home, office, hospital, industrial & hotel furniture, doors, smoke cabins,
interior solutions etc. It is basically a private limited company with limited share and does the
business of manufacturing, import and export. It is endorsing its furniture with tagline, Slim is smart.
Hatil’s market share spread approximately in more than 10 countries throughout the world including
Germany, Netherlands, Ukraine, Switzerland, Sweden, Denmark, Singapore, Thailand, India, Japan
etc.
Industry Analysis:
Hatil entered into the market with high industry profits which are associated with weak suppliers,
weak buyers, high entry barriers, little opportunity for substitutes, and little rivalry. Hatil is operating
its business in furniture industry which consist lots of other brands namely Otobi ,Navana Furniture,
Brothers Furniture, Akhtar Furnishers, Partex Furniture and lots of other imported furniture from
around the world. But not all the brands are Hatil’s competitor. Among the brands Otobi and
imported brands are real threats for Hatil. It is difficult or expensive to exit furniture industry.
SWOT Analysis:
Strengths Weakness
1. High brand value 1. Limited distribution channel
2. Equipped with advanced machineries 2. Higher product price
3. Skilled craftsmen
4. Innovative design
5. User and environment friendly design
Opportunities Threats
1. Growing customer base 1. Extreme competition
2. Exploring International market 2. Downward pricing pressure
3. Cost-efficient technology 3. Compressed product life cycle
Marketing Mix:
Product Home, Office, Hospital, Industrial and Hotel Furniture, Interior solutions, Smoke Cabin,
Doors(Veneered flush and Solid wooden) etc.
Price Hatil’s product price is comparatively higher than Brothers Furniture &Pertex Furniture,
similar to Otobi and less than Akhtar Furnishers.
Promotion Promotion through electronic and print media, billboard and banner, social
networking, giving seasonal discount offer, participating in different fair, both in
national and international arena.
Place Available in all important and financially affordable areas of Dhaka city and all other
divisions in Bangladesh.
3
The company Bangladeshi love lived, trusted leading furniture manufacturer
company with high goodwill. They are also looking forward to
interpreting International market through joint venture company.
Suppliers Countrywide distribution network through own outlets
Marketing Distribute their product through their own distribution channel.
intermediaries
Customers Nationwide customer of middle and high class people or
Micro commodities
environment Competitors Otobi , Navana Furniture, Brothers Furniture, Akhtar Furnishers,
Partex Furniture and lots of other imported furniture from
around the world
Pubic Good public relation with financial, media and internal public but
comparatively weak relation with local and general pubic
Demographic Favorable to operate nationally because the country have
potential customer with the sense of hospitality, comfort and
luxury.
Economic Reasonable pricing in accordance with buyer’s capability.
Macro Natural Nature control to make furniture’s
environment
Technological UV Technology is used for polishing. Both local and international
modern technology and machineries are also use for making
quality furniture.
Political Unstable politics obstruct the supply channel
Cultural Furniture design varies from culture to culture. Hatil’s design
influence our culture
Positioning Map:
Using product differentiation, we are positioning Hatil as the most useful, suitable, value added
furniture for home and official use.
4
80 Hatil
Akhtar
60 Otobi
Pertex
40 Brothers
20
Luxury Performance
Orientation
Value Proposition Analysis:
More The same Less
More
Hatil
The same
Less
Hatil provides the most upscale product to cover the higher costs.
5
Design Different size, shapes with lucrative design
Hatil
Sales
Profit
0 Time
6
Pricing Analysis:
Hatil provide quality furniture to its customers in a sensible price. Hatil’s product price is
comparatively higher than Brothers Furniture &Pertex Furniture, similar to Otobi and less than
Akhtar Furnishers.