Letter of Transmittal

To
Dr. A.K.M. Golam Rabbani Mondal
Professor
Department of Marketing
Rajshahi University
Rajshahi –6205

Subject: Solicitation for acceptance of the Internship Report

Sir,
It is really a matter of immense pleasure for me to submit the report on “ The contents
and components of marketing plan: A Study on Usha silk”. This report is an outcome of
the internship program, which is an academic requirement for the completion of MBA
(Stream-A) program, which enrich our academic background to enter into the
professional areas.
I put my best effort to include all the relevant information, which I have collected both
from primary and secondary sources and also from my personal observation at Usha silk.
If you need any further clarification there in, I will be at your instant service and I am
always available for any queries.
Sir, I would be grateful to you if you accept this report and give your assessment on it.

Sincerely Yours
Md. Joynal Abedin
Roll-05097422
Session-2004-05
Department of Marketing
Rajshahi University
Date-March 24, 2011

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 Supervisor’s Certificate

This is to certify that Md. Joynal Abedin, a student of MBA (Stream-A) in the
Department of Marketing, University of Rajshahi, bearing the Examination Roll
No. 05097422 and Registration No. 1349, has successfully completed his
internship program on “The Contents and Component of a Marketing Plan: A
Study on Usha Silk” The internship report has been carried out under my
supervision. So, the report is recommended for submission before examination
committee for proper evaluation.

I hope every success in his life.

Signature

(Dr. A.K.M. Golam Rabbani Mondal)

Professor
Department of Marketing
Faculty of Business Studies
Rajshahi University
Rajshahi – 620

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 PREFACE
There may have some significant differences between theoretical and practical
knowledge. Practical knowledge can fulfill our theoretical concepts through the
learning of difficult lessons and spreading the area of our knowledge and skills
from the context of complicated realities. The maturity of theoretical concepts also
depends on the practical knowledge. Internship is a very important way to getting
practical experience. Though it is for short period of time, visiting Usha silk firm I
felt this reality.

Considering all the things, Rajshahi University has attached the internship
program in MBA curriculum. To prepare a report of an internship on the basis of
practical experience is completely unknown to me. It was not possible for me to
collect all information about Usha silk within very short time. So after of finical
time of intercept I collected further information about Usha silk in this internship
program and every body help me very much. But also faced some problems such
as personal inexperience, shortage of time etc.
To prepare this report I have tried all possible efforts and investigations for
various subjects enlighten. I have not got enough time to prepare this report. So,
there may be some errors in my report. Therefore, I humbly request the monitors
or readers to forgive my errors and limitations.
Finally I think that my effort will be successful if readers are benefited by this
report.
Md. Joynal Abedin
MBA (Stream-A)
Department of Marketing
Rajshahi University

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 ACKNOWLEDGEMENT

I acknowledge the co-operation and assistance of the institution and numerous

personalities. First of all, I acknowledge with deepest sense of gratitude my
supervisor Dr. A.K.M. Golam Rabbani Mondal, Professor, Department of
Marketing, University of Rajshahi, whose timely suggestions and guidance at
every stage of the report and above all, whose ceaseless follow-up and
encouraging, cordial, friendly behavior reached me to the success. I also express
my gratitude to Prof. Dr. Md. Rabiul Islam, Chairman, Department of Marketing,
Rajshahi University.

I am grateful to my honorable teachers, friends and roommates for their help and
co-operation during this study.

I also acknowledge to the employees of the Usha Silk Industry, for providing me
various information during this study.

I am profoundly grateful to my family who provided me the moral support.

Finally I express my gratitude to my friends Anower, Salahuddin, Jhangir, Tomal

for their cooperation and cordial help.

Md. Joynal Abedin

MBA (Stream-A)
Department of Marketing
Rajshahi University

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 Executive Summary

Usha Silk Industry has good reputation in Bangladesh as well as overseas country.
It was established in 1989. Currently it has 8% market share. It is second position
in the silk industry. Its demand, sales and profits are increasing rapidly. But the
company is not satisfied fully with its current market share.

So, the company wants to increase its market share and image. Because it has the
latest technology, great market segmentation, and skilled and experienced
manpower. They also want to reduce the cost. In present context the company is
trying their best to build a positive image by using various promotional tools.

Company’s objectives are to achieve sales revenue 5,37,31,200 Taka with 16%
sales growth. Achieve net profit before tax 48,33,200 Taka and Reduce production
cost by 2% where total production cost will be 3,14,57,020.74 Taka. Increase the
sales volume to 53731200 which is targeted 16% more than previous actual sales
and Increase market share 9%.