Ahasanullah University of Science

and Technology (AUST)

Internship Report
On
“Marketing Mix of FONS BANGLADESH LIMITED ”

FONS BANGLADESH LIMITED

 Internship Report
On
“Marketing Mix of FONS BANGLADESH LIMITED ”

Prepared By:
MithunGhosh
ID: 13.02.02.135 ; Batch: 32th
Major in Accounting
Bachelor in Business Administration
School of Business
Ahasanullah University of Science and Technology

Submitted to:
Ms. Naznin Sultana Chaity
Assistant Professor
School of Business
Ahasanullah University of Science and Technology

Date of Submission: 08/02/2018

DECLARATION OF THE REPORT

I do hereby declare that the report on Marketing Strategy Analysis of Fons

Bangladesh Limited is prepared by me. The report is a genuine one. This report has

not submitted anywhere for any degree or diploma before. I tried my best to grab a

clear idea on the main features of the topic and tried to explain it absolutely in my

own way. I have gone through the open source and tried to understand the themes

of the report circulated.

 Letter of Transmittal

7th February, 2018

Ms. Naznin Sultana Chaity

Assistant Professor

School of Business

Ahsanullah University of Science and Technology

Subject: Solicitation for Acceptance of the Internship Report.

Dear Madam,

I would like to thank you for giving me such a topic for my internship report and I am very much
privileged to submit the Internship report on " Marketing Mix Of Fons Bangladesh Limited ”
I have completed this report as part of my internship program. I have put my utmost ability and
honest effort to cover all the aspects related with the topic.

Apart from the academic knowledge, preparation of this report has given me the opportunity to
accustom myself with the real business practices of an organization. In addition I have tried to
gather as much relevant information as possible. I will be obliged if you have gone through this
report at least once and consider my faults so that I can improve.

Thank you.

Yours Sincerely,
MithunGhosh
BBA Program
ID: 13.02.02.125
Major in accounting
School of Business
Ahsanullah University of Science and Technology

ACKNOWLEDGEMENT

First, I would like to state my gratitude to the Almighty Allah for giving the opportunity to go
the hardship of BBA program, the course of internship and to write a report in this regard.

I would also like to take the opportunity to express my profound gratitude to my supervisor
Ms. Naznin Sultana Chaity,Assistant Professor, ( school Of Business ) Ahsanullah
University of Science & TechnologyWho guide, support and help me for writing this internship
report.

Then,I also give special thanks to Sayma Sultana , Sr. Executive , HR& Admin of Fons
Bangladesh Limited for compassionate cooperation, guidance andsupervision. It must be
mentionable the cooperative working environment and the wholehearted commitment of this
company which have enabled me to attend my BBA courseworks and to observe the business
activities.

Finally, I must express my sincerest gratitude to my family and friends who support me in
numerous ways to complete the BBA program and to prepare the report as well.
 Executive Summary

The internship program is an integral part of the BBA program for all the students. As part of the
internship program, the report is prepared on “Marketing Mix of an IT firm : Fons Bangladesh
Limited”.

The objectives of the study are concentrated the understanding of the marketing mix of Fons
Bangladesh Limited, finding out the major marketing dilemmas and recommending necessary
suggestions.

To prepare this report, both primary and secondary information has been used. For primary
information face to face conversation has been done. And for secondary information it has been
needed to go through different books, journals, web portal etc.

Fons Bangladesh Limited has a number of products like Fiber Optic Patch cords and pigtails, all
types Fiber Optic Connectors and Adapters , Isp ,Nttn products etc. The company maintains a
fair pricing strategy. Company also follows standardized placing strategy to placing its product.
Company also has an outstanding promotional team to promote its product.

So, considering the service sector of Bangladesh,FonsBangladesh Limited should become more
conscious to deal with its customers as the customers have now more choice to IT firm with and
there are institutions that are intensifying competition by focusing more on customer service.
 Chapter: 1
Introduction
1.1 Introduction
Internship program is an external dimension of career development for a business graduate. At
the end of the graduation program (Academic part) the students of ‘School ofBusiness’ are sent
to different organizations to get some real life experience as an intern. Usually this program has
duration of three months. Throughout these three months of internship program the intern are
being assigned some assignments, which help them to learn the attitude of working in the
organization. At the end of the internship program the intern are suppose to submit an internship
report and this report submission is the last step that brings a successful end up of graduation
program from a business school.

Internship program of Ahsanullah University of Science and Technology (AUST) mostly focuses
on the field that a student is concentrating. Moreover this program gives a student the
opportunity to practice his knowledge of theory in the field of practical life. This internship
report is based on the author’s internship experience in Fons Bangladesh Ltd.(Fonsbd ltd.).

1.2 Origin of the Report

At the very arena of globalization and technological innovation, IT business has become more
successful day by day. Without the practical knowledge, theoretical knowledge is valueless. In
Ahsanullah University of Science and Technology (AUST), School of Business (SOB) includes
4 credits internship. From the last two months I have tried my level best to put more emphasis on
the activities and performance of ‘Fons Bangladesh Limited’. This report is to be used only for
the academic purpose. I have collected all the necessary and relevant data from various primary
and secondary sources. After three months long hard labor, it has become possible for me to
make the report comprehensive and factual. The data is truly and strictly confidential and no one
can use its components in full or partial. I would like to give thanks to everyone who has helped
and encouraged me in the process of preparing this report.
This internship report has been prepared towards the execution of the requirement of the BBA
program.
1.3 Objective of the Report
The objectives of the Study are:
• To know the Overall Marketing Mix of the Fons Bangladesh Ltd (Fonsbd ltd)
• To find any lacking of ‘Fonsbdltd’ofits activities and performance.
• Making important recommendations in the solution of problems of Fonsbd ltd.

1.4 Methodology of the Report

The report is a qualitative in nature
For the study, it is needed to depend on both primary and secondary information.
For secondary data, necessary information is collected from –
• Web portal of Fonsbd ltd.
• Various publications of the Fonsbd ltd.
• Daily diary (containing my activities of practical orientation in Fonsbd Ltd)

For primary data I have collected the necessary information by:

• Face to face conversation with the respective officers and stuffs of Fonsbd ltd
• Practical work experience in the different desk of the department of the office

1.5 Limitations of the Report

Several drawbacks that appeared at the time of preparing the report and hindered the total work
processor as under:
• It was difficult to make a rich report in a short time period.
• For the security of the Fonsbd ltd, much information was not provided. So, in
some case it was difficult to identify the actual condition of the Fonsbd ltd.
The Limitation of this study at this moment involves – limited time frame that is available for
competing such an in depth report. This report was required to prepare within three months. It is
hard to finish the data collection, analysis of data and report writing within the deadline.
Chapter: 2
Company Profile:
Fons Bangladesh Limited
2.1 Over view

FONSBD (Fiber Optic Network Solutions Bangladesh Ltd) is the only manufacturer in
Bangladesh to export Fiber Optic Products for last 18 years
It’s a Joint Venture with USA & Danish Fiber Company. It is Located at 143/1 New Baily
Road, Dhaka-1000, Bangladesh.

FONSBD Specializes with the Following Network Products and Components:

• Fiber Optic Patch Cords and Pigtails

• All Type Fiber Optic Connectors and Adapters
• Fiber Optic Cables
• ISP, NTTN, FTTX, FTTB Products
• Cable Management Products
• CATV Product
• Wireless & Wi-Il Products
• All Types of Switches & Routers
• OPGW Cable for Power sector
• Fiber Optic Signaling Products for Rail road
• After Sales Service
• Service & Installation
• LAN &WAN Products
• Test Equipment’s and tools (Splice machine, OTDR. Analyzers. Monitoring
Systems, etc )
• Energy Storage

FONSBD emphasizes to PDCA (Plan, Do, Correct & Act) System to ensure all
customers get the products with optimum cost efficiency and on time solutions of the
highest quality of international standard by achieving zero defect in quality. It is an
ISO9001:2004 certified company for Quality and Environmental Management.

FONSBD is exporting products to Australia, Denmark. France, Germany, Ireland, the

Netherland, USA and other Countries.

• FC/LC/MTRJ/SC/ST/E2000/ Lx, 5 Termination/year 850 000

Manufacturing pcs
capacity • Connector (ST/SC) Assembly/ year 2,184 000 pcs
• Adapter (ST) Assembly/year 1248 000 ocs
• Adapter (ST) Assembly/year 168 480 pcs
• Light Guide/year 40000 pcs
2.2 Product Details

2.02.1 Patch Cord &Pigtail : FONSBD Patch cords and Pigtails are delivered with Ceramic
Zirconia Ferrules and high quality houses. The cables are tested and manufactured according to
the ITU and Bell Core Standards and are delivered with all test reports. All common Patch cords
and Pigtails are on stock and can be delivered as needed. All cables are made from PVC/LSZH
materials or as required. FONSBD assembles multiple varieties of Fiber Optical Patch cords and
Pigtails.

Features:
• Single-mode & Multi-mode (50/1125, 62.5/125, OM3)
• Core Type : G 652D & G 657A
• LSHZ Cable
• Standard & custom configurations
• Precision end face geometry testing
• UPC/APC polished connector
• High density packaging, reliability and efficiency

Benefits:
• Excellent side load performance
• Easy installation
• Environmentally stable
• Factory terminated & tested
• Customized for unique application
• High strength relief
• Low insertion loss
• Ultra low return los
2.02.2 Fiber Optic Connectors : FONSBD can supply a variety of Fiber Optic Connectors (FC, LC,
and ST). We have all common generic types on stock. Additionally a number of special
connectors (E200, Lx.5, MTR) are on stock. The connectors are produced according to the ITU
and Bell core Standard with Ceramic Ferrule. Most connectors are in Simplex versions and SC &
LC are also available in Duplex versions.

Features:
• Low insertion loss
• Low back reflection loss
• Easy to handle
• Customer defined specification
• Environmentally stable

2.02.3 Adaptors : FONSBD can supply variety of Fiber Optic Adaptors and have common types in
stock. Also a number of special Adaptors are Available in stock. The Adaptors are produced
according to the ITU and Bell core Standard with either Ceramic Zirconia or Metal Sleeve. Most
Adaptors are produced in Simplex and Duplex versions.

Features:
• Low insertion loss
• Low back reflection loss
• Easy installation
• Environmentally stable

2.02.4 Attenuators : FONSBD can supply a variety of fiber optic attenuators. The attenuators
are produced according to the ITU & Bell core Standard with Ceramic Zirconia sleeve. Different
values attenuators are available with FONSBD.
Fixed/Variable Type Attenuators Features:
• Height Durability
• Attenuators Levels ringing from 1to 30dB
• Metal-ion doped Fiber
• Compliance with TIA/IEA, IEC, Rohs
• Precise Attenuations value
• Environmentally stable
• Excellent return less
• Bi-directional
• Air Gap or Doped Fiber Type

2.02.5 Copper Items : Combining innovation with technological leadership. FONSBD people are
service and customer-driven and believe in acting locally. FonsBD has what it takes to handle
large projects, while being versatile and flexible enough to do much more than simple supply
cables. How can we be of service to you? Here you will find all kinds of copper cables for
telecommunication networks. If you cannot find the right proper cables, please contact
FONSBD .

2.02.6 Cable Management : Different types of cable management system are available from
FONSBD for making our network standard .

2.02.7 CATV Products : FONSBD is a well known brand in CATV industry. FONS targets emerging
technology applications in CATV with a complete line of RF and fiber distribution, video, data,
IP, HDTV active products and Passive Optical LAN GPON Solutions. FONS systems integration
provides Turn-Key solutions for CATV, CMTS and VoIP deployment, as well as design and on-site
Technical Support & solution.

1. Coaxial Cable
2. Nods
3. Channel Combiner
4. Demodulator
5. Amplifier
6. Splitter
7. Fiber Optic Transmitter
8. Optical Receiver

2.02.8 Fiber Optic Cable : FONSBD is the exclusive authorized dealer for Optical Fiber Cable and
FTTX Products of world renown brand, Fujikura, Japan. The important objective for optical cable
design is to protect fibers so that they can be operated safely in a complicated environment for
long period of time. FONSBD has been trying to provides all kinds of optical cables to their
clients with protected but precise construct design, state of art process control and high quality
material, and the cable lifetime is guaranteed .

Type of Fiber Optic Cable:

• Duct, Direct Burial, Aerial, Indoor
• Single & Multi-mode Fiber
• Low Friction Cable
• Central Loose tube & Multi loose tube designs
• Single & Double Armoured
• Loose Tube & Tight Buffer design
• PVC & LSZH outer jacket
2.3 List Of Clients
Grameen phone
Citycell
Robi
Airtel
Teltalk
Banglalink
Banglalion
Summit communication ltd .
Ericsson
Agni
Rankstel
Mango Teleservice
Alcatel-Lucent
Bracnet
Aamra Technology
Huawei
BTCL
Link 3
Dhaka com
Ollo
Bol
Fiber at Home Ltd
Brac net
X-press Technologies
Unite one system
Mir Telecom
Sky view
SDD Technology ( Acc TNS )
Adel Technology
Infobase
 2.4 Company Hierarchy
Company Hierarchy of Fons Bangladesh Ltd:
Flow Chart 2.1:Company Hierarchy

Managing
Director

Chief Executive Officer

Manager Head of IT Manager (SEO) Head of

Sales / Business Development Admin/Accounts
Development (CEO)

Sales Department / IT Development Administration/

Search Engine
Business Development Department Optimization Accounts

Assistant Manager Senior Software Assistant Manager Manager

Engineer (SEO) Accounts/Admin
Sales / BD

Senior Executive Executive IT Executive Admin/

Executive (SEO)
Development Accounts
Sales /BD

Source: Collected from Company Internal Source

 Chapter: 3
Marketing Mix
3.1 Marketing Mix
The 'marketing mix' (also known as the 4 Ps) is a foundation model in marketing. According to
Philip Kotler (200, p.9), marketing mix is “a set of marketing tools that the firm uses to pursue
its marketing objectives in the target market"
Marketing Mix is about putting the right product or a combination thereof in the place, at the
right time, and at the right price. The difficult part is doing this well, as you need to know every
aspect of your business plan.
A marketing expert named E. Jerome McCarthy created the Marketing 4Ps in the 1960s. This
classification has been used throughout the world. Business schools teach this concept in basic
marketing classes.

3.1.1 Product
A product is an item that is built or produced to satisfy the needs of a certain group of people.
The product can be intangible or tangible as it can be in the form of services or goods.
You must ensure to have the right type of product that is in demand for your market. So during
the product development phase, the marketer must do an extensive research on the life cycle of
the product that they are creating.
A product has a certain life cycle that includes the growth phase, the maturity phase, and the
sales decline phase. It is important for marketers to reinvent their products to stimulate more
demand once it reaches the sales decline phase.
Marketers must also create the right product mix. It may be wise to expand your current product
mix by diversifying and increasing the depth of your product line.
All in all, marketers must ask themselves the question “what can I do to offer a better product to
this group of people than my competitors”.
In developing the right product, you have to answer the following questions:
• What does the client want from the service or product?
• How will the customer use it?
• Where will the client use it?
• What features must the product have to meet the client’s needs?
• Are there any necessary features that you missed out?
• Are you creating features that are not needed by the client?
 • What’s the name of the product?
• Does it have a catchy name?
• What are the sizes or colors available?
• How is the product different from the products of your competitors?
• What does the product look like?

3.1.2 Price
The price of the product is basically the amount that a customer pays for to enjoy it. Price is a
very important component of the marketing mix definition.
It is also a very important component of a marketing plan as it determines your firm’s profit and
survival. Adjusting the price of the product has a big impact on the entire marketing strategy as
well as greatly affecting the sales and demand of the product.
This is inherently a touchy area though. If a company is new to the market and has not made a
name for them yet, it is unlikely that your target market will be willing to pay a high price.
Although they may be willing in the future to hand over large sums of money, it is inevitably
harder to get them to do so during the birth of a business.
Pricing always help shape the perception of your product in consumers eyes. Always remember
that a low price usually means an inferior good in the consumer’s eyes as they compare your
good to a competitor.
Consequently, prices too high will make the costs outweigh the benefits in customer’s eyes, and
they will therefore value their money over your product. Be sure to examine competitors pricing
and price accordingly.
When setting the product price, marketers should consider the perceived value that the product
offers. There are three major pricing strategies, and these are:
• Market penetration pricing
• Market skimming pricing
• Neutral pricing
Here are some of the important questions that you should ask yourself when you are setting the
product price:
• How much did it cost you to produce the product?
 • What is the customers’ perceived product value?
• Do you think that the slight price decrease could significantly increase your market
share?
• Can the current price of the product keep up with the price of the product’s competitors?

3.1.3 Place
Placement or distribution is a very important part of the product mix definition. You have to
position and distribute the product in a place that is accessible to potential buyers.
This comes with a deep understanding of your target market. Understand them inside out and
you will discover the most efficient positioning and distribution channels that directly speak with
your market.
There are many distribution strategies, including:
• Intensive distribution
• Exclusive distribution
• Selective distribution
• Franchising
Here are some of the questions that you should answer in developing your distribution strategy:
• Where do your clients look for your service or product?
• What kind of stores do potential clients go to? Do they shop in a mall, in a regular brick
and mortar store, in the supermarket, or online?
• How do you access the different distribution channels?
• How is your distribution strategy different from your competitors?
• Do you need a strong sales force?
• Do you need to attend trade fairs?
• Do you need to sell in an online store?
3.1.4 Promotion
Promotion is a very important component of marketing as it can boost brand recognition and
sales. Promotion is comprised of various elements like:
• Sales Organization
• Public Relations
• Advertising
• Sales Promotion
Advertising typically covers communication methods that are paid for like television
advertisements, radio commercials, print media, and internet advertisements. In contemporary
times, there seems to be a shift in focus offline to the online world.
Public relations, on the other hand, are communications that are typically not paid for. This
includes press releases, exhibitions, sponsorship deals, seminars, conferences, and events.
Word of mouth is also a type of product promotion. Word of mouth is an informal
communication about the benefits of the product by satisfied customers and ordinary individuals.
The sales staff plays a very important role in public relations and word of mouth.
It is important to not take this literally. Word of mouth can also circulate on the internet.
Harnessed effectively and it has the potential to be one of the most valuable assets you have in
boosting your profits online. An extremely good example of this is online social media and
managing a firm’s online social media presence.
In creating an effective product promotion strategy, you need to answer the following questions:
• How can you send marketing messages to your potential buyers?
• When is the best time to promote your product?
• Will you reach your potential audience and buyers through television ads?
• Is it best to use the social media in promoting the product?
• What is the promotion strategy of your competitors?
Your combination of promotional strategies and how you go about promotion will depend on
your budget, the message you want to communicate, and the target market you have defined
already in previous steps.
3.1.5 Additional 3 Ps for Service Marketing
In addition to the 4 Ps , Boom &Bitner added 3 additional Ps in respect to the service Marketing.
The 7Ps is generally used in the service industries.

3.1.5.1 People
Of both target market and people directly related to the business. Thorough research is important
to discover whether there are enough people in your target market that is in demand for certain
types of products and services.
The company’s employees are important in marketing because they are the ones who deliver the
service. It is important to hire and train the right people to deliver superior service to the clients,
whether they run a support desk, customer service, copywriters, programmers…etc.
When a business finds people who genuinely believe in the products or services that the
particular business creates, it’s is highly likely that the employees will perform the best they can.
Additionally, they’ll be more open to honest feedback about the business and input their own
thoughts and passions which can scale and grow the business.
This is a secret, “internal” competitive advantage a business can have over other competitors
which can inherently affect a business’s position in the marketplace.

3.1.5.2 Process
The systems and processes of the organization affect the execution of the service.So, Company
have to make sure that Company have a well-tailored process in place to minimize costs .It could
be Company entire sales funnel, a pay system, distribution system and other systematic
procedures and steps to ensure a working business that is running effectively.
Tweaking and enhancements can come later to “tighten up” a business to minimize costs and
maximize profits.
3.1.5.3 Physical Evidence
In the service industries, there should be physical evidence that the service was delivered.
Additionally, physical evidence pertains also to how a business and its products are perceived in
the marketplace.
It is the physical evidence of a business’ presence and establishment. A concept of this is
branding. For example, when you think of “fast food”, you think of McDonalds.
When you think of sports, the names Nike and Adidas come to mind.
You immediately know exactly what their presence is in the marketplace, as they are generally
market leaders and have established a physical evidence as well as psychological evidence in
their marketing. They have manipulated their consumer perception so well to the point where
their brands appear first in line when an individual is asked to broadly “name a brand” in their
niche or industry.

3.2Marketing Mix of FONS BANGLADESH Limited

3.2.1 Products offered by Fons Bangladesh Ltd .

• General Products & Services:

• Fiber Optic Patch Cords and Pigtails
• All Type Fiber Optic Connectors and Adapters
• Fiber Optic Cables
• ISP, NTTN, FTTX, FTTB Products
• Cable Management Products
• CATV Product
• Wireless & Wi-Il Products
• All Types of Switches & Routers
• OPGW Cable for Power sector
• Fiber Optic Signaling Products for Rail road
• After Sales Service
• Service & Installation
• LAN &WAN Products
• Test Equipment’s and tools (Splice machine, OTDR. Analyzers. Monitoring
Systems, etc )
• Energy Storage
3.2.2 Price Charged by Fons Bangladesh Ltd.
Fons bd ltd.always maintains a standard pricing strategy to provide its customer a best solution
within its limits. Here is a price list of its product:

SL Product Name Brand Unit Qty Unit Total Price

Price
01 UTP Cable Cat-6 Rosenberger Box 42 12000 504000
02 Cat 6 Patch Cord 10 mtr Rosenberger PC 337 1270 427990
03 Cat 6 Patch Cord- 3 mtr Rosenberger PC 337 440 148280
04 Outlet Module Rosenberger PC 674 345 232530
05 Patch Panel 24 Port-Unloaded Rosenberger PC 12 2675 32100
06 Face Plate -dual Rosenberger PC 162 120 19440
07 Face Plate -single Rosenberger PC 73 105 7665
08 Cable Manager (Panduit) Panduit PC 12 1400 16800
09 Cable Tray- any reputed brand FONS PC 500 1500 750000
10 Fiber Optics Cables (outdoor)-6 Core FONS Mtr 450 65 29250
11 Multimode
24 port ODF ( Systimax) with all accessories Systimax PC 01 6690 6690
12 SC SM Pigtle1.5 mtr 900um cable FONS PC 15 100 1500
13 LC/ LC SM Simplex-2M/3M 3mm cable FONS PC 06 290 1740
14 TJ Box FONS PC 02 120 240

3.2.3 Place Maintained by Fons Bangladesh Ltd.

Place in the marketing mix refers to the channel, or the route, through which goods move from
the source to the final user. Place could be the intermediaries, distributors, wholesalers and
retailers.
To have the customers’ order, Fons Bangladesh Ltd. participates in tender individually or in joint
tender. In all formatsFons Bangladesh Ltd. define as leading firm in the fiber optics cable
industry.
To offer the services, the company’s sales team visited the corporate offices in the Dhaka city
frequently.
Figure 3.1: Direct Channel of Fons Bangladesh Ltd .
 Fons Bangladesh Ltd. Direct Channel Client

Source: Observation.

3.2.4 Promotion Programs Undertaken by Fons Bangladesh Ltd .

In every project or task Fons Bangladesh Ltd uses its footer mark . It also do its promotional
work by Online Ad, Paper Ad , Magazine Ad, Brochures, Event Sponsorship, Press Release of
recent activity and Most importantly Digital Marketing.And it provides 24/7 continuous effective
support system to create clients satisfaction which increase more client.

3.2.5 People Engaged by Fons Bangladesh Ltd.

As the company’s employees are important in marketing because they are the ones who deliver
the service. It is important to hire and train the right people to deliver superior service to the
clients, whether they run a support desk, customer service etc. It maintains highly skilled and
trained administrators, customer care executives for effective customer solution.

Table: 3.2.6 : People engaged in providing service

Department Number of people
Maintenance & Support 5
Service & Backup 7
HR & Admin 2
Marketing 20
Production 30
Others 5
Source :Collected From internal record .
3.2.7Process Maintained by Fons Bangladesh Ltd.
The systems and processes of the organization affect the execution of the service. So, we have to
make sure that we have a well-tailored process in place to minimize costs. It could be our entire
sales funnel, a pay system, distribution system and other systematic procedures and steps to
ensure a working business that is running effectively. So we have a processing strategy to serve
our client .These are mentioned below:

Admin panel Maintenance & Support Service & Backup Server Management

3.2.8 Physical Evidence accompanied by Fons Bangladesh Ltd .

In the service industries, there should be physical evidence that the service was delivered .Fons
Bangladesh Ltd also has a Corporate office as a Physical Evidence which is located at 143/1,
new baily road , Dhaka , Bangladesh. Fons Bangladesh Ltd provides a healthy environment to
their employee and customer to do their needful. The entire work station is allocated with
essential facilities.
 Chapter 04

Industry analysis of FONS Bangladesh Ltd.

4.1 Porter's five forces

Porter's Five Forces is a business analysis model that helps to explain why different industries
are able to sustain different levels of profitability. The model was originally published in
Michael Porter's book, "Competitive Strategy: Techniques for Analyzing Industries and
Competitors" in 1980. The model is widely used to analyze the industry structure of a company
as well as its corporate strategy. Porter identified five undeniable forces that play a part in
shaping every market and industry in the world. The forces are frequently used to measure
competition intensity, attractiveness and profitability of an industry or market. These forces are:

1. Competition in the industry

2. Potential of new entrants into the industry;

3. Power of suppliers;

4. Power of customers;

5. Threat of substitute products.

4.1.1 Competition in the Industry

FONS Bangladesh Ltd is one of the leading fiber optics manufacturing companies in our
country. Though it has lots of competitor but our product quality and pricing policy is different
from other competitor. On the other hand we are punctually providing any kind of services to the
customer for this reason, we can survive easily in this competition and we gain our target profit
margin.

4.1.2 Potential of New Entrants into an Industry

A company's power is also affected by the force of new entrants into its market. The less time
and money it costs for a competitor to enter a company's market and be an effective competitor,
the more a company's position may be significantly weakened. An industry with strong barriers
to entry is an attractive feature for companies that would prefer to operate in a space with fewer
competitors.

4.1.3Power of Suppliers

In this business sector, fewer numbers of suppliers in our county and more company depends
upon a supplier, for these reason a supplier holds more power. But in this side, FONS
Bangladesh Ltd uses a new technique. Our company purchase raw material outside of country
specially china. Because these type of raw material supplier are available at china. If one supplier
charge high price then our company easily switch another one.

4.1.4 Power of Customers

This specifically deals with the ability customers have to drive prices down. It is affected by how
many buyers or customers a company has, how significant each customer is, and how much it
would cost a customer to switch from one company to another. The smaller and more powerful
a client base the more power it holds.

4.1.5 Threat of Substitutes

Competitor substitutes that can be used in place of a company's products or services pose a
threat. Our company faces this type of threat because some company offers our substitutes
products with lower cost.For this reason our sell going under perform day by day. I think our
higher authorities need to do something to prevent such kind of threat.
 Chapter: 05
Findings and Recommendations
4.1 Findings
Based on the analysis the following findings can be marked:
1. Company have number of products like website development, E paper Solution, Digital
marketing Content .we can fulfill our customer demand through this strong product line.
On the other hand, Company have don’t have sufficient variations in product line
2. Company always a standard pricing strategy to provide customer a best solution within
company limits.
3.Company has a standardized placing strategy to place our product.
4.Company has outstanding Promotional team who are always to working to promote our
product creatively. But the current scenario of promotion seems less visionary.
5.Company have a fully dedicated working team whom are works to the development of
company like directing administration, selling products ,after sale services. But the number of
workforce is very poor.
6.Company has a structural processing system to execute the whole operational activities like
admin panel, Maintenance and Support, Security and Back Up.
7. Company has wonderful office as our physical evidence. And the work environment is very
much healthy.

4.2 Recommendations
Considering the findings the following suggestions can be given:
• Personal relationship should be built and developed with the customers.
• The employees of the Fons Bangladesh Limited should be trained continuously.
• The employees of the Fons Bangladesh Limited should be more smart and active in
rendering customer service.
• The FonsBangladesh Limited can open more branches to reach to more customers.
• Each and every section of the Fons Bangladesh Limited should fully be computerized for
rendering better service.
• Number of officers in theFons Bangladesh Limited should be increased.
• The Fons Bangladesh Limited should introduce more products based on the market
demand.
• The Fons Bangladesh Limited should take more promotional activities.
• 5.1 Conclusion
The IT product arena in recent time is one of the most competitive business fields in
Bangladesh. As Bangladesh is a developing country, a strong IT product sector can
change the economic structure of the country. So we can say, the whole economy of the
country is linked up with its IT product system. There are 62 IT companies in
Bangladesh. Fons Bangladesh Limited is a potential and promising company in the IT
product sector of Bangladesh. As desired, its functions and activities in the economy are
being aligned with the objectives set by the Government of Bangladesh since its
inception. This company performs some important activities both for the public and for
the government as a whole. It has an outstanding bearing to thrive our business sector.
To work in such organization was a pressure itself and adapting to this pressure was also
a new experience. After completion of my work tenure as an intern, I feel blessed to have
learned so many things in such a short span of time. New learning’s and helpful attitude
of colleagues is a thing to be remembered for a long time. I certainly believe this
experience of working in Fons Bangladesh Limited will help me to be professional in life
and also work as an added advantage for the years to come.
Fons Bangladesh Limited is playing a vital role in the economic sector of Bangladesh. I
hope, the successful walkway of Fons Bangladesh Limited will remain continuous for a
long time and become a role model in the sector in our country.
• References:
• Kotler, P., Marketing Management, (Millennium Edition), Custom Edition for University
of Pheonix, Prentice Hall, 2000.
• fonsbd: www.fonsbd.com
• www.eicrasoft.com
• www.datasoft-bd.com
• www.wikipedia.com
• www.businesslink.gov.uk