HAIBALI WATER TAPS LTD

Group: I
Group Members:
1. Mahmudul Alam ID:1731456630
2. Sajidur Rahman Shuvo ID:1812322630
3. Md. Shadman Zahir ID:1812362630
 Bathcare LTD.

Background of Bathcare LTD.

Bathcare LTD was established as a subsidiary of the company Reliable in 1989 by it’s two owners Mr
Alom Khondoker Bahar (Chairman) and Saleh Ahmed (Managing director). Bathcare used to run
merchandising business ; importing sanitary items from china and sell it in Bangladesh. In 2000, Bathcare
independently started it’s manufacturing business with total property of $ 2 corer taka including 5
machines one outlet and a small factory at Savar including 15 employees . From the beginning of it’s
business Bathcare LTD imported sanitary fittings, such as wash Basins, Sinks, Bath tubs, Water closets,
Urinals, Flash cisterns, Hand showers, Push showers, Water taps, Stoves etc and started manufacturing
some of their products such as water taps.

In 2006, Bathcar started manufacturing water taps by the name of it’s sub-brand Haibali water taps.
Bathcare company manufactured it’s product locally from imported raw materials from China, but for
excessive demand in local market it also started importing finished goods from china and started
categorize it’s product into two different qualities. In 2006 it’s sale was 35 lac and was 1 crore , 2.5
crore in 2009 and 2011 respectively. In 2013 Bathcare established it’s office and a display center at 81,
Bir uttam sarak (3rd floor) Hatirpool Dhaka. In 2015 Bathcare LTD updated it’s factory with 3 nail
machines, 6 dhalai machines, 3 shape machines, 2 compressors, 5 automated polish machines and 1 test
machine. At present Bathcare has total property worth 40 crore tk including an office, a factory ,a
display center and 35 administrative employees and 75 workers at their factory. They have maintained
a supply chain around Bangladesh through assigned dealers. They supply product from Dhaka to all over
Bangladesh.

Mission statement:
Bathcare LTD’S mission it to maintain coordination among its employees and high customer values.

Vision statement:
Bathcare LTD focuses to be the best sanitary maker in Bangladesh.

Competition and competitors of Bathcare LTD

As sanitary business became competitive Bathcare company faces many challenges. The main
competitor of BAthcare are Nazma metal, sharif metal, sattar metal, sujan metal etc.

Problems and Improvement

The main problem of Bathcare LTD is it’s marketing strategy. They follow commission based marketing
system which is effective but at the same time they need to maintain online marketing aswell.

There are some problems which should be improved. Such as:

 They don’t have great promotional strategies. They don’t promote their product properly that’s
why many consumers still don’t know about this renowned company.
 They use commission base marketing strategy only.
 They don’t utilize online value proposition. They aren’t using the online sector.
 The company lacks high level manufacturing and industrial techniques.
 Lack of creativity, future goals, foreign investment and globalization.

Operational strategies

PRICE Low price is maintained for the affordability of people from all classes in

Bangladesh.
QUALITY High quality is ensured with free repairing or replaceable services

throughout the country.

TIME The product is immensely durable as it is made of hard metals. And
FLEXIBILITY Diversity of products provides customer with many options to choose

from.
SERVICE Free repairing and replacing of products are provided in any corner of

Bangladesh.
LOCATION As the retailers are spread widely in various corners of Bangladesh the

availability of the Haibali product are vast.


Questions:
1. What do you think about the problems stated above? How can they improve those problems?
2. What do you think about their operational strategies? Any additional strategy should be added
or not? Give your views on them.
3. If you were the managing director of Haibali how would you achieve the vision of the company?