Chapter-

Introduction
1.0 INTRODUCTION

B.B.A program of University of Asia Pacific is organized and tailored to provide the
students with the conceptual, theoretical and practical knowledge. After completion of
four year (eight semesters) of B.B.A Program under Faculty of Business Administration,
of University of Asia Pacific, we have to do an internship in a business organization or to
do a project on a tropic as part of our courses to acquire the practical knowledge. The
report is a partial requirement of project paper of the B.B.A program. The topic of my
project paper is Customers’ perception to Walton: A study on corporate level. During
this project period my supervisor was Umana Anjalin, Assistant Professor, Faculty of
Business Administration, and University of Asia Pacific.
1.1 Background of the study

As we are the human being there is some essential needs for living in the society, these are
food, shelter, cloths etc. Now we are living in the age of science. With the blessing of
science, we make our life so easy. Today with technological advancement human race has
achieved what few years back were impossible. The electronics products are now an
essential daily need of our lives; it serves not only prestige but also saves our time in many
ways. People now, more than ever, are willing to buy the quality product. The purchasing
place is also important for the purchaser. Because the people who buy from the retail
electronics home appliances stores are differentiated form the people who buy from the
company’s own outlets.

A single inventor did not invent television, instead many people working together and
alone over the years, contributed to the evolution of television. In the 1920's, John Logie
Baird patented the idea of using arrays of transparent rods to transmit images for
television. Motorcycle is discovered by Dailbar, Refrigerator is discovered by German
engineer Carl von Linden. These products become very popular in our country after
1980s because at that time many foreign or multinational electronic products became
popular in Bangladesh.

The Electronics products Industry in Bangladesh has started since the colonial era,
although its modernization took place only in the late 1980s.On that time, there was no
electronics products manufacturer company in Bangladesh. From the 1977, R. B. Group is
running their business. At now, Walton HIL (Walton Hi-Tech Industries Ltd.) is the
pioneer of Refrigerator, Freezer, Air Conditioner and Motorcycle Manufacturing
Technology in Bangladesh. R. B. Group (Mother Company) is the country's top business
Group in electrical and electronics, Motorcycle, Electricity generating equipments and
other household electrical & electronics appliances using the brand name Walton. The
company has been running its business with a great reputation since 1977. Establishment
of Walton HIL to Manufacture Refrigerator & Freezer, Air Conditioner and Motorcycle
etc. in Bangladesh is a milestone in the path of success and reputation of the brand
Walton. Walton HIL has introduced first advanced research and manufacturing
technologies and equipments for household & commercial Refrigerator & Freezer,
Motorcycle and Air Conditioner etc. in Bangladesh.

The customers’ demands of Walton products are growing rapidly as a result we can find
the electronics products in everywhere especially on Walton products and those products
become very popular to any age of people who wants to buy and it sells like a hot cake.

1.2 Problem Statement

I am doing for the purpose of my internship report, which it related to the corporate level
customers’ perception to Walton. A huge number of corporate customers are buying
electronic products from different brand in our country. They also purchasing Walton
branded product. So, I had the opportunity to make a report about the customers’
perception in corporate level of Walton.

There are many foreign or multinational companies in Bangladesh. There is only one
Electric & Electronics and Automobiles and Telecommunication manufacturing company
in Bangladesh. But the people are very much interested to purchase the electronic products
from the Walton. Before purchasing any product customers think about the product quality
and price of the product. When the customer decides to purchase a product they want to
pay minimum amount of money for getting maximum benefit of product. The style and
price focuses that how much benefit customer will get from buying the product.

To get the desired style and design at a minimum cost, and availability of desired size and
comfort ability of Walton products comes in the first preferences. It will provide a
blessing to the domestic electronics manufacturing market. The foreign or multinational
competitor cannot give the price which is given by the Walton brand product.

1.3 Objectives of the Study

This research had two types of objectives- Broad objectives and specific objectives

1.3.1 Broad objective

The broad objective of this study is to find out customers’ perception to corporate level of
Walton.

1.3.2 Specific objectives

Specific objectives of this study are as follows:

 To identify perception to product of Walton.

 To identify perception to price of Walton.

 To identify perception to place of Walton.

 To identify perception to promotion of Walton.

1.4 Scope and Limitation of the study

As I am a student, I have no sufficient experience to prepare such kind of internship

report. So in my research there will be some lacking while preparing the internship report.
I may work better and also give more emphasize on this research but there are some
limitation that’s why I could not do that.

The limitations are

 Short period of time:

There is time limit to submit the research report so I could not give sufficient time
to complete this research.
 Cost of doing research:
I do not have much budget for doing this research.

 Unavailability of desired information:

 The information I wanted from the respondents were missing.

 Lack of respondents’ response:

Customers are not willingly giving their opinion about the question.

 Lack of analyzing power:

I do not have adequate experience to prepare the research.

 Lack of knowledge & Skill:

I do not have the knowledge to prepare such kind of internship report.

Chapter- 2

Methodology
3.5 Methodology

To complete this report successfully I have to follow some methods. These are as follows:

3.5.1 Methodology

Research Type: The study is Descriptive in the context of Bangladesh for the aspects
focused mainly on Walton.
Sample Size: Sample sizes were approximately 60.
Sampling Element: The respondents were to be picked from the following -
 The service holders.
 Businessmen.
 Young generation or students from business school
Sampling Procedure: Non-Probability, Convenience Sampling.
  Data collection procedure: A detail questionnaire was formulated for collecting
data.

Sources of data: Majority of the study is based on primary data. However some
secondary data source is used for background study.
 Primary Data collection sources were done by direct interview to the targeted
respondents and by administering questionnaires.
 Secondary Data were collected from books, published documents, survey reports,
internet and journals.

Analysis of Data: The analysis is done with both quantitative and qualitative
procedure. MS-Excel is used as the software for quantitative analysis. And the
qualitative analysis is done based on the quantitative findings.
 Chapter- 3

Company Overview
3.0 COMPANEY OVERVIEW

3.1 History of the Walton HIL

R. B. Group of Companies Ltd. is one of the largest registered Limited Company in the
electrical and electronics, automobiles sector in Bangladesh. Walton Hi-Tech Industries
Ltd. - A sister concern of R.B Group is the pioneer of Refrigerator, Freezer, Air
Conditioner and Motorcycle Manufacturing Technology in Bangladesh. Walton HIL is the
country's top business Group in electrical and electronics, Automobiles, and Home
appliances using the brand name WALTON and MARCEL. The company has been
running its business with a great reputation since 1977. Establishment of Walton HIL to
Manufacture Refrigerator & Freezer, Air Conditioner and Motorcycle etc. in Bangladesh
is a milestone in the path of success and reputation of the brand WALTON and MARCEL.
Walton HIL has introduced first advanced research and manufacturing technologies and
equipments for household & commercial Refrigerator & Freezer, Motorcycle and Air
Conditioner etc. in Bangladesh. Walton HIL is furnished with strong Research &
Development (R&D) Division comprising of a large team of dedicated highly skilled
engineers & technical personnel from home and abroad. It is fully equipped industrial set-
up with annual production capacity of 0.8 million Refrigerator, 0.108 million Motorcycle
and 0.3 million Air Conditioners.

Walton Hi-Tech Industries Ltd. has its own Mold & Die making section, high precision
molds & dies are made by the help of the state-of-the-art VMC, CNC Wire-Cut, EDM etc.
machines. The company has three Poly Urethane Foaming Plants, three Thermoforming
(Vacuum forming) Units; highly equipped Metal Forming Units with Powder Coating,
Nickel-Chrome Plant & Die-Casting Section, and Robot operated Injection Plastic
Molding Plant, Highly equipped Test Lab, Printing & Packaging Section etc. Walton HIL
always emphasizes on supreme priority in achieving customer satisfaction.

Walton Hi-Tech Industries Ltd. (a sister concern of R. B. Group) is the first & Sole
Refrigerator, Air Conditioners & Motorcycle Manufacturing industry in Bangladesh. Due
to Greenhouse effect the global temperature is rising day by day and the demand of the
refrigerator is increasing gradually. In our country, middle class people couldn’t afford to
buy such products because of earlier high prices. We are producing locally & supplied at
comparative lower prices, a major portion of consumers are interested to buy those. Now,
we are the only one Refrigerator, Air Conditioner and Motorcycle manufacturer in
Bangladesh. We are the number one in Refrigerator and CRT, LCD, LED TV selling
volume due to competitive price.

WALTON brand main products are different types of Television (CRT, LED and LCD),
DVD Player, Motorcycle, Refrigerator & Freezer, Microwave Oven, Steam Oven,
Domestic and Industrial Generator, Manganese & Alkaline Battery, Air conditioner and
various types of necessary and useful home appliances etc.

R. B. Group of Companies Ltd, in this R.B Refers to Rezvi and Brothers.

3.2 Organizational Structure

Name of Director Achieved Position Nationality.

 S. M. Nurul Alam Rezvi Founder Bangladeshi

S. M. Shamsul Alam Chairman Bangladeshi

S. M. Ashraful Alam Managing Director Bangladeshi

S. M. Mahbubul Alam Director Bangladeshi

S. M. Rezaul Alam Director Bangladeshi

Walton Hi-Tech Industries Ltd. (Walton HIL) has nine divisions related with business and
its supporting divisions.

 Human resources division.

 Finance and Accounts division.
 Audit division.
 IT service divisions.
 Legal Affairs division.
 Marketing division.
 Corporate Marketing & Sales division.
 Media and Advertising division.
 Plaza and Dealer section.

All the departments are headed by the respective general managers, who reports directly to
the managing director and there is also one commercial Manager in each division. Each
division has also Sales and Service Managers who are responsible for sales and after sales
service of the product respectively.

3.3 Mission, Vision, & Objective of Walton HIL.

3.3.1 Mission:
“Walton Product at Every Home.”

3.3.2 Vision:

“To provide the best solution and equipment to customer.”

3.3.3 Goal:

“To achieve market leadership, profitability, good corporate citizenship and a sustainable
growth.”

3.3.4 Objectives:

“The main objective of the company is to increase the market share in related diversified
products and solutions in Bangladesh and to assure the potential customers of the quality
and durability of the products.”

3.4 Sister Concerns of R. B. Group

 R. B. Groups of Companies Ltd.
 R. B. Composite Textiles Ltd.
 R. B. Technologies Ltd.
 Walton Hi-Tech Industries Ltd.
 Walton Corporation Ltd.
 Walton Plaza
 Micro Tech Corporation
 Dream Park International
 Sky route.
Head Office:

Jiban Bima Bhaban (Level-3), 10 Dilkusha C/A, Dhaka-1000, Bangladesh.

Tel: +88-02-9571634-6, 7170271-2, 7171184-5,

Fax: +88-029572057, 9557577

E-mail: info@rbgroupbd.com; info@waltonbd.com;

Web: www.waltonbd.com; www.rbgroupbd.com;

Association Office:

Paramount Heights (11th floor), 65/2/1, Box Culvart Road

Purana Palton, Dhaka-1000. Tel: +88-02-9514790

Factory Address:

Walton Hi-Tech Industries Ltd.

Holding No. 1-25/1, Ward No. 07, Chandra, Kaliakoir, Gazipur. Tel: +88-06822-52057

R. B. Composite Textiles Ltd.

Toaibpur Road, Zirabo Bus Stand, Zirabo, Ashulia, Dhaka. Tel: +88-02-7789781.

Employee or Workers:

Company has 3000 staffs all over the country. And 1500 of workers work in our Factory
and 1200 in the Plaza and 300 in offices. Their Factory Address: Holding No. 1-25/1,
Ward No. 07, Chandra, Kaliakoir, Gazipur.

Walton/Marcel Outlets and Dealers:

Walton HIL has its own sales center, which is called WALTON/MARCEL Plaza. Walton
HIL has more than 330 plaza of Walton/Marcel brands. It has own sales and service
centers in all the major cities of Bangladesh. It has a sales network of 1200 dealers in the
major and minor towns all over the Country.

15
3.5 Customer Services:

Walton HIL has 25 Service Centers and more than 95 Engineers and Technicians are
engaged to provide prompt after-sales-service at different parts of the country. They
render periodical services for WALTON product as per the need of the equipment.

WALTON HIL: AT A GLANCE as

Company Name Walton HIL

Country of Origin Bangladesh
Founder S. M. Nurul Alam Rezvi
Chairman S. M. Shamsul Alam
Founded 2003
Head Office Dhaka. Bangladesh.
Address Jiban Bima Bhaban (Level-3), 10 Dilkusha
C/A, Dhaka-1000, Bangladesh. Tel:
+88-02-9571634-6, 7170271-2, 7171184-5,
Fax: +88-029572057, 9557577
Slogan Walton Products at Every Home.
Production Plant Holding No. 1-25/1, Ward No. 07, Chandra,
Kaliakoir, Gazipur. Tel: +88-06822-52057
Total Manpower 3,000
Total No. of Distributor Own sales center 300 and Dealers 1200
Industry Electrics and Electronics, Automobiles.
Website www.waltonbd.com; www.rbgroupbd.com;

16
3.6 Historical background of R. B. Group

1977 Started trading & production business of construction and Dairy

products by name of “Rezvi & Brothers” and Rezvi & Brothers
Dairy Firm”.

1992 Started directly and indirectly import production and marketing of

C. I. Sheet and its related materials.

1993 Established R. B. Dairy Complex. This company has got awards

many times from Government authorities for its great contribution
in this sector in Bangladesh.

1994 Started Electrical& Electronics Business by importing some

renowned branded electrical & electronics products from Singapore.

1996 Establish Tricon Electronics Co. and Started marketing of imported

goods.

1998 Establish Tricon Electronics Ltd. and Started Production of

Television

2001 Registration of R.B.Group of Companies Ltd. & Expanded Business

in Electrical, Electronics & Automobiles Sector.

2003 Setup Production plant for Color Television and Motorcycle.

2005 Registration of R. B. Composite Textiles Ltd. & R. B. Technologies

Ltd for Knitting & Fan, DVD, IPS & Voltage Stabilizers etc.

2006 Registration of Walton Hi-Tech Industries Ltd. for production of

Refrigerator & Motorcycle which is the first production plant in
Bangladesh.

2007 Started commercial production of Refrigerator & Motorcycle in

Walton Hi-Tech Industries Ltd.

3.7 Products of the Walton HIL

17
Walton HIL referees two Brand names of their products. These are WALTON and
MARCEL.

3.7.1 Products of WALTON:

 Refrigerator & Freezer

 Motorcycle
 Air conditioner
 Television (CRT, LCD,LED)
 DVD Player
 Microwave & Steam Oven
 Domestic and Industrial Generator
 Mobile Phone
 Upcoming Project: Computer LCD Monitor, Laptop, Car.

3.7.2 Products of MARCEL:

 Refrigerator & Freezer

 Air conditioner
 Television (CRT, LCD, LED)
 DVD Player
 Microwave & Steam Oven

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3.7.3 Principles of Walton

Walton strengthens its CUSTOMERS-to keep them

competitive

 Walton’ success depends on the success of its

customers. It provides its customers with its
comprehensive experience and solutions so it
can achieve its objectives fast and effectively.

Walton pushes INNOVATION - to shape the future

Innovation is its lifeblood, around the globe and around the

clock. It turns its people's imagination and best practices into
successful technologies and products. Creativity and
experience keep it at the cutting edge.

Walton enhances company VALUE - to open up new

opportunities

It generates profitable growth to ensure sustainable success. It

leverages our balanced business portfolio, its business
excellence and synergies across all segments and regions. This
makes it a premium investment for its shareholders.

Walton empower its PEOPLE - to achieve world-class

performance

Its employees are the key to its success. It works together as a

global network of knowledge and learning. Its corporate
culture is defined by diversity, by open dialogue and mutual
19
respect, and by clear goals and decisive leadership.

Walton embraces corporate RESPONSIBILITY - to

advance society

Its ideas, technologies and activities help create a better world.

It is committed to universal values, good corporate citizenship
and a healthy environment. Integrity guides its conduct toward
its employees, business partners and shareholders.

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3.8 Portfolio of Walton HIL

Walton business portfolio covers following business areas: Home Appliance,

Automobiles, Power, Lighting and Communication. The individual groups within these
areas are responsible for their own operations.

Power Communication

Business
Areas

Lighting Automobiles Home

Appliances

Figure: 1 Business area of Walton HIL

Walton (Walton HIL) has related diversification and their product ranges are divided into
different product lines. This decentralized structure gives the greatest degree of
entrepreneurial responsibility and the ability to nurture the closest possible ties to their
customers. At the same time, it enables Walton to provide comprehensive, customer-
focused products, solutions and services for the local market.

3.8.1 Home Appliances

Walton has long been synonymous with quality, technical innovation and design in
domestic appliances. Our intelligent solutions bring enhanced levels of safety and
convenience to your home. Keeping pace with the needs and changing lifestyle of the
people of Bangladesh, they are opening Home Appliances businesses in this country. The

21
highlight of their product is that they feature highly sophisticated yet environmentally
friendly technology.

Walton has introduced the home appliances currently available ranging from
Refrigerators, Freezers, Television -CRT, LCD, LED TV, Air Conditioner, and
Microwave Oven, Steam Oven, and DVD player. Very soon we plan to introduce other
products including washing machines.

3.8.2 Power

In power generation area, they have three types of generators. Those are Petrol or
Oaten, Diesel and Gas generator. They have also some industrial generators. These
generators are used in office and home to solve the power failure problems. In power
failure situation, these generators are very essential to our daily life. These generators have
good quality and are durable.

3.8.3 Automobiles

In the automobiles section, Walton HIL has introduced Walton brand Motorcycle. These
motorcycles have very exclusive outlook and are stylist. It has a great mileage and its fuel
consumption is low. All these are manufactured in our country. In 2014, they will
introduce four wheelers car in Bangladesh

3.8.4 Lighting

In the lighting section, they have lots of CFL and LED lights to lighting our life. Those
CFL lights are in different design and watt. This CFL lights are power saving, so it
consumes less power than other lights. LED lights are in different shape or design. This
LED lights are table lamps. When power fails, we can use this LED light to give light in
our life.

3.8.5 Communication
22
In the communication section, Walton HIL has already introduced Mobile Phone. This
mobile phone is available in cheap price but in good quality. It will solve our
communication problems, and make our life easier.

3.9 Walton Market

Walton Hi-Tech Industries Ltd. - A sister concern of R.B Group is the pioneer of
Refrigerator, Freezer, Air Conditioner and Motorcycle Manufacturing Technology in
Bangladesh. R. B. Group is the country's top business Group in electrical and electronics,
Automobiles, and Home appliances using the brand name WALTON and MARCEL.

3.9.1 National Market of Walton HIL:

National market of Walton product is very good. Walton HIL’s slogan is “Walton Product
at Every Home”. They are now fulfilling this slogan. Now we can see Walton products are
available everywhere in Bangladesh. They distribute their products everywhere by
establishing plaza or through dealer points. Walton HIL is going to number one electrical
and electronics, Automobiles, and Home appliances brand in Bangladesh.

3.9.2 International Market of Walton HIL:

Walton HIL is now export to international market. They are start commercial exporting in
different countries of world. They have some potential customers in different countries.
Walton HIL is exporting their products in the countries of South America, North America,
Europe, and Middle East, Africa and South Asia. They have already made a contract with
Thailand, Myanmar, Malaysia and Chile, Kenya and some other country of America.

If they become successful to export their products in those countries, it is really an

advantage for our country. Then others domestic companies will build their own
production plant and export their products. And it will brings foreign currency in our
country, and help our economy.

3.10 SWOT Analysis of Walton HIL

3.10.1 Strengths:
23
  Wider product range
 Strong local presence
 Favorable brand image
 Comprehensive knowledge of the total market and client
 Good quality and top quality of products with solution
 Made in Bangladesh and standard is maintained by them
 Using advance high-tech technology
 Because of long term experience, customers reliability and loyalty
 Efficient after sales service.

3.10.2 Weakness:

 Lack of brand awareness

 Improve after sales services activities
 Lack of consistency in promotional activities
 Less competitive price; competitor sourcing product at cheaper price
 Less organized distribution
 Less compliance to market demand
 Parts are not always available at everywhere
 Price differences in showroom and dealer points

3.10.3 Opportunities:

The major three sources of barriers to new entry are to gain brand loyalty, absolute cost
advantage, economy of scale and governmental regulation. Among those, Walton HIL
has the brand loyalty because it has gained its experience in this field for more than 32
years. Besides, it created brand loyalty through continuous advertising of the brand,
company names, patent protection products, product innovation, and emphasized on high
product quality and good after sales service.

 Ever rising electronics and telecom industry

 Emerging markets for Automobiles (Car and Motorcycle) consumers
24
  Urbanization and electrification of the country
 Consumer preference on authorizes and purchasing at one stop
 Tax on Bangladeshi manufacturer products might be lower in Budget 2008-
2009.

3.10.4 Threats:

 Walton HIL does not manufacture all of the equipment or solution. They
have to import some items from the other company or country. As a result, it
is not possible for them to have absolute cost advantage or economy of scale.
 Recently the competition in the market has become stronger as many
multinational companies have started their business. At the same time, other
local companies are being established. They are becoming rivals of Walton
HIL (Walton). Especially Malaysian technology, China’s technology used by
other multinational company can offer a lower price to the customers. In
some cases, the local company is offering a moderate standard product at a
cheap price.
 Political unrest hampers sales or production.
 Unethical competition prevailing in the market.

From my SWOT analysis I found some Advantage and disadvantage of this company. The
overall performance of Walton HIL is moderately well, but if the company wants to get
outstanding performance then it has to put more emphasis on the weakness of the
company.

3.11 Area of Improvement

In the area of improvement in Walton HIL, they have to improve their after sales services
activities. This service is very lower in this company. They have to improve their brand

25
awareness about the products and to aware customers about their upcoming products like
–car, computer LCD monitor. Customers don’t know about those upcoming products.
There is lack in communication between different departments of R. B. Group. This
lacking have to improve, it will help to develop the company more better way. In some
department of Walton HIL their need more people. If they will included many workers or
employees to work it will ran fast. If we thing about only products, their also need some
improvement. In refrigerator or freezers, other companies are offering non-frost
refrigerator or freezers. But Walton only offers frost refrigerator or freezers. In LCD TV,
only three models are available. In CRT TV, only two sizes are available. This is 21” &
14”. If they introduce some new models and sizes of TV- LCD & CRT, then seals will
increases more.

Overview of Walton Bangladesh at a glance

26
Walton is one of the leading electrical and electronics manufacturing company in our
national market. Walton refrigerator is basically a Bangladeshi brand with a national
image. In Bangladesh it is targeting the niche market for their home appliance products
commencing their marketing strategy as of their high quality and reasonable price. They
do not do their marketing for a particular group of people; they do their marketing those
who has the ability to buy their product. Since the standard of living of people in our
country is going up, everybody is aware about a brand of a product and wants to buy a
qualitative product for a longer period of time. Thus, consumer perception and brand
awareness for refrigerator is now become a vital aspect when purchasing a refrigerator.

Corporate Sales Plan:

Operation Policy:

Corporate sales operation through area wise-

Gulshan
Mirpur
Uttra
Dhanmondi
Motijheel
Mogbazar
Azimpur etc. of Dhaka city.

Operational Hierarchy of corporate Showroom:

27
 Director of
corporate sales

Senior manager
of corporate
sales

Accounts & Show room Corporate

Stock In charge Manager Executive

In-house
Executive

Service Receive
Executive

Delivery &
Maintenance

Corporate Show room operation policy:

Existing Policy
SOP
-Selling Instrument (Cash, Credit Card, Installment buy, Corporate Agreement, Discount
etc.)

-Operation Schedule (Operation Time, Leave, Payments, Commission etc.)

-Uniform code, Name Tag, Price code.

Jobs of Corporate Team:

Target organization by segment

Meeting Fix up
Introduction Letter
Invitation Letter
28
 Agreement Letter (Enlistment, HR, Personal level)
Offer Letter
Visiting Card, Latter head pad, Envelope, Product Catalogue, Corporate presentation
E-mail Address, Web site etc.
Clients Database
Periodically Communications (E-mail, SMS, Corporate gift etc.)
Focus or Vision of Corporate Sales Team:

Cover all the area of Dhaka city

Establish all corporate sales point very strongly
Start to job in a new sales point after covering old sales point
The sales point will be covered with a strategic plan
The market share of refrigerator is about 8% which is very poor compare to others in
the television market where 92% of the people have a refrigerator in their house.
Market Segments of refrigerator
Market Segment (price wise) Percent
Below Tk.10,000 55%
Tk.11,000- Tk.20,000 23%
Tk.21,000-Tk.30,000 12%
Tk.31,000-Tk.40,000 5%
sAboveTk.40,000 5%

(Segmentation of Refrigerator Market with price)

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 Market Segment (Price wise)
60%
50%
40%

Share
30%
20%
10%
0%

Price

(Source: WALTON Home Appliance Industry Analysis Report)

Industry Key Success Factors

Quality of the product should be high with attractive features.

Price should be affordable and competitive
Distribution channels should be recognized
Promotional activities should focus on brand equity and image and it
should have association with lifestyles of local people.
Highly skilled sales force with managerial experience is required to do
quality control.
After sale service and warranty should be provided.

Target Market of Walton Refrigerator in Bangladesh

 Upper class
 Upper middle class
 Middle Class
30
  Lower middle class
 Lower classes people

Competitors : competitors can be defined as two way-

 Direct competitors
 Indirect competitors
In Bangladesh Walton basically do not have any competitors who can compete directly
with them according to their Brand and price. They are the only one Manufacturer in
Bangladesh refrigerator market and so that they have lots of advantage.

But they have many indirect competitors who are exporting from International Market,
competing with them indirectly by having not the similar quality product in the market but
they are offering attractive price with new features. The names of the competitors are-
Samsung, Singer, Toshiba, sharp, konka, Butterfly etc. some of them are assembled in
china at a cheaper cost.

Marketing Strategy:

In Bangladesh it is targeting the mass market for their home appliance products
commencing their marketing strategy as of their high quality and reasonable products.
They do not do their marketing for a particular group of people; they do their marketing
those who has the ability to buy their product. For that they are offering free installment
and after sales service. For refrigerator 5 years sales service without payment.

Promotion:
As for promotional campaign Walton

Distribute the brochures to the customer by going door to door.

Give their advertisements on the TV, Newspaper, and Billboard.
Participate in DITF every year.
Sometimes give mobile phones while purchasing their product.
Arrange many fair in different time period.

31