Fahad Iqbal

 Many companies, large and small, have a country

notebook for each country in which they do business.
 Contains information a marketer should be aware of when
making decisions involving a specific country market
 As new information is collected, the country notebook is
continually updated by the country or product manager
 New-product introductions, changes in advertising
programs, and other marketing program decisions begin
with the country notebook.
 Pakistan based Marble and Granite company

 Started as a manufacturer, supplier and

wholesalers of quality marble and granite since
2001

 Exporting first-class material around the world

 Highly knowledgeable sales team and trained to

provide superior customer service
 Largest quarries and stone factories in
Pakistan

 Specialize in providing a large variety of

granite specially:
 Khyber gold
 Imperial white
 Sado pink
 Black rose
 Jet black granite
 Marble
Specialize in:
 Flooring
 Stairs
 Wall Panel
 Counter top
 Vanity Top
 Kitchen Top
 Table Top
 Pattern Design
  Guidelines for market data collection and
analysis
1. Guideline for cultural analysis
2. Guideline for economic analysis
3. Guideline for market audit and competitive
analysis
4. Guideline for preliminary marketing plan
 Introduction of Company

 Products to be Exported:
 Flooring
 Stairs
 Wall Panel

 Trading Country: Bangladesh

 World's eighth-most popular country, with
over 160 million people

 Located in South Asia

 Bordered by:
 India in the north,
 The Bay of Bengal in the east and west,
 While Myanmar surrounds it to the south
 Climate:

 Tropical with a mild winter from October to March

 Hot, humid summer from March to June
 Warm and humid monsoon season lasts from
June to October
 Never recorded an air temperature below O°C
 Family:

 Extended family in past

 Currently Nuclear family because of urbanization and
industrialization
 Ordinarily Father is family-head

 Parents ordinarily select spouses for their

children
 Women in Bangladesh remained considerably
inferior to that of men
Total 78.56%

Male 85.09%

Female 72.03%

Compulsory Education: 12 Years

 Democratic Republic

 Prime Minister is the head of Government

 Three major Political Parties

 Bangladesh Nationalist Party (BNP)
 Bangladesh Awami League
 Jatiya Party
 Union Councils
 Maintenance of law and order
 Adoption and implementation of development
schemes
 Providing public welfare services.

 District Councils
 construction and maintenance of roads, bridges,
building hospitals etc
 Primarily in accordance with English Legal
System

 Islamic Law country

 Subcultures
 Ethnic
 Religious – Muslims, Christians, Buddhist
 Regional – Southern, Northern and Coastal

 Ethnic Groups
 Bengali (98%)
 Khasi
 Biharis
 Chakma
 Mundas
 Muslims (86% of Population)
 Hindus (12%)
 Buddhist, Christian etc. (1%)

Music
 Classical (Indian Subcontinent)
 Folk
 Modern
 Highly imbalanced diet
 Lacks vitamins and minerals
 Rice and cereal (80%)
 Vegetables (3%)

Foods Available
 Rice
 Women – Sarees
 Males – Punjabis, Pajamas, Kurta, Lungi
 Hindu – Dhuty
 Common Dresses – Shirts and Pants

Housing
 Straw and Bamboo walls (20%)
 Mud Brick Houses (18%)
 Cement Walls (62%)
 Cricket
 Football
 Kabaddi (National Sport)

Language
 Bengali (Official)
 Urdu
 Hindi
 Bihari
 156.05 million (2013 et)
 Growth Rate 1.292%
 Birth Rates 24.68% per 1000
 Life expectancy 60 Years
 Percentage of males – 47.9
 Percentage of females – 54%
 498.8 Billion $ (2013)
 Per capital income 3190 $ (2013)

Minerals and Resources

 Natural Gas
 Coal
 Hard Rock
 Trains

 Land Communication (Roads and Highways)

 Widely Used (Busses, Bullock Carts, Cars)

 Water communication (Boats)

 Air Communications (Bangladesh Biman)

 52% Employed

 30% Self Employed

 18% Jobs on daily Basis

Principal Industry
 Food
 Major Exports: Rice, Garments, Leather, Frozen
Fish

 Major Imports: Machinery, chemicals, cement,

iron, marble, petroleum products

Exchange Rates
 Four Types: Fixed, Floating, Managed, Pegged
 Current Exchange Rate : 0.013 US $
 Tariffs:
 Import taxes revenue 40%
 Agriculture tariffs 28.8%
 Non-agricultural tariff 18.5%
 Custom Duty 13.8%

Licensing
 Most goods do not require import license
 Prior approval is required for restricted goods
 No tariff quotas on import
 Size – 77.6 million
 Inflation Rate – 6.32’
 Unemployment Rate – 5%

Science and Technology

 Nuclear research 1960s
 Internet use 21.27%
 Producer

Exporter

Importer

Optional – Sales Representatives

Retailer

Customer
 Exporters
 A.J Enterprise
 Promi Trade International
 Ask

 Importers
 Khan Trading Corporation
 Ranger International
 A & Q Corporation
 Print (Amar Desh, Daily Azadi, Daily Destiny etc)

 Broadcast (ATN Bangla, Banglavision, Desh Tv

etc)

 Online mass media (over 600,000 internet users)

 Relative Advantage
 Different variety of colors of Granite

 Compatibility
 Latest designs
 High quality
 Different sizes
 Complexity
 Easy to install

 Trailability
 Samples

 Observability
 Innovation in designs
 Major Marble Importers
 AMGL
 Marble De Carrara Pvt Ltd
 Online Orders by companies

Transportation
 Roads
 Railways
 Typical Retail Outlets

 Shafa Marble
 Green Granite Pvt Ltd
 Euro Marble Industries
 Northern Marble Industries
 Product use pattern depends on:
 Values
 Perceptions
 Subculture
 Education

 Buying Habits
 Interested in products like foods, decoration,
household appliances
 Widely used media – TV
 Newspaper

 Advertising agencies
 Grey advertising
 Mediacom
 Clockwork
 Interspeed Advertising
 Initially
 Absorption Pricing Strategy

 Value Pricing Strategy

 Major Competitors

 Green Granite and Marble Ltd

▪ Marble , Tiles, Granite

 B & D Marble and Granite

▪ Granite Benches, Headstones, Vaults
 Estimated Industry Sales
 22.64 Million $ / Year

 Estimated Sales of Company

 2.5 Million $ / Year
 Khan Trading Corporation

 Ranger International

 A & Q Corporation
 Target Market

 Construction Companies

 Marble Importers
 Sales (Million $)
4
3.5
3
2.5
2
Sales
1.5
1
0.5
0
1st Year 2nd Year 3rd Year 4th Year
 Sales (Million $)
1.2

0.8

0.6
Profit (Million $)
0.4

0.2

0
1st Year 2nd Year 3rd Year 4th Year
S W

O T
 Good quality
 Unique designs
 Variety of colors
 Low cost of Production

Weaknesses
 No manufacturing industry in Bangladesh
 Large, diversified and potential Market
 Cheap Labor Rates
 Easy creation and development of production
centers

Threats
 Competitors
 Increase in taxes
 Core Component
 Modification Not required

 Packaging
 Modification Not Required

 Support Services
 Not Required
 Newspaper (First Priority)
 Television
Sales Promotions
 Discounts:
 100 Free tiles per 1000 tiles

Other Promotional Methods

 Direct contact with Contractors
 Bill of lading
 Dock Receipt
 Commercial Invoice
 Shipper’s Export Declaration
 Retailers
 Initially 5 retailers in Dhaka

 Methods of operation 50% Cash and 50% Credit

 Scale of operation – Initially Small

 Finances
 Initially 6 million $

 Personnel
 Bangladesh Export Department
▪ 40 Employees in office