Sonargaon University

Faculty of Business
Bachelor of Business Administration

Report on New Business Plan for

Early Bird

Submitted by Submitted to
Abdul Karim Sharmila Sikder
ID: BBA2001019108 Course Teacher, Dept. of
Rajib Biswas Business administration
ID: BBA2103024091
Sonargaon University
Md HAFIZUL ISLAM (Jibon)
ID: BBA2002020032
Fawzia Anower
ID: BBA2001019060
Afroja Yasmin
ID: BBA 2001019029

Date of Submission: July 28, 2022

Presented by: The Squad Group

Section: Rome
Semester: 3rd year 8th Semester
Couse Title: Marketing Management
Department Of Business Administration
Page 1 of 10
 Table of Contents

Particulars Page Number

1.Executive Summary 3
2. Situation Analysis 4
3. Market Summary 4
4. Market Demographics 4
5. Market Needs 5
6. Market Trends 5
7. SWOT Analysis 5
8. Competition 6
9. Product Offering 6
10. Marketing Strategy 7
11. Mission 7
12. Marketing Objectives 7
13. Financial Objectives 7
14. Target Markets 8
15. Positioning 8
16. Strategies 8
17. Marketing Mix 8
18. Marketing Research 9
19. Financial 9
20. Break Even Point 9
21. Sales Forecast 9
22. Controls 9
23. Conclusion 10

Page 2 of 10
 Executive Summary

This plan is presented for Early bird, a clothing related business outlet that will
have commenced in the form of partnership business having five members.
Early bird has taken positioning statement that is “A Concerted Effort” Early bird
is having 0.5 million capitals in the very beginning and will have found more
fund for future expansion. Early bird is dealing with two products that is formal
T-shirt and informal T-shirt. They will have one outlet in Farmgate and also
focus on e-commerce platform through their own website and android apps.
However, Early bird has chosen niche market strategy as their target markets is
Dhaka metropolitan area. The total targeted populations are 10 million. They
are mainly targeting Z-generation and Alpha generation. In this business
segment there has already been many existing rivals but early bird will have
differentiated them from rivals having unique design and high quality. They will
have also focus on comfortability as their main priority is comfort.
Moreover, Early bird will achieve fast significant market penetration following
Ansoff’s product market expansion framework as they have long run planning,
strong team effort and well management capabilities. In their marketing
strategy, they will have followed 4 Ps in the view of buyer’s perspective. Early
bird will follow quarter-based planning. Focusing quarter, they will maintain
strong growth each quarter and will have decreased customers acquisition
costs by 1% per quarter. In each quarter, sales forecast will be 0.6 million. In
financial gaining, they will have increased the profit margin by 10% per quarter
through their efficient sales team. Also, their turnover will be 1.5 million per
year.
Concededly, having this new business plan Early bird will have achieved higher
margins and maintained a good customers relationship which is vital for
producing and selling products that has a true market demand.

Page 3 of 10
Situation Analysis: In strategic management situation analysis refers to a
collection of methods that managers use to analysis an organizations internal
and external environment to understand the organization’s capabilities
customers and business environment the situation analysis.

Market Summary: Market means by which buyers and sellers are brought
into contact with each other and goods and services are exchanged. The term
originally referred to a place where products were bought and sold. Today a
market in any area, however abstract or for reaching in which buyers and sellers
maker transactions.

Target Markets
• Dhaka city
• Metropolitan area
• Z-Generation (Generation Z consists of people born between 1997 and
2012.)
• Youth Generation

Market Demographics
Geographics:
Geographics segmentation is a marketing strategy use to target products or
services at people who live in or shop at a particular location it works on the
principle that people in that location have similar needs wants and cultural
considerations by understanding what people in that area require breads can
target more relevant marketing messages and suitable products to customers
who are than aware and more likely to buy.

Demographics:
Demographic analysis is the study of a population based on factors such as age,
race. Demographic data refers to socioeconomic information expressed
statistically, including employment education, income, marriage rates birth and
death rates, and more. Governments, corporations and non-Governments
organizations use demographics to learn more about a population’s
characteristics to learn more about a population Characteristics for many
purposes, including policy development and economic market research, A
company that sells high end R vs may want to reach people nearing or at
retirement age and the percentage of those who can afford twin products.

Page 4 of 10
Behavior Factors:
Early Bird In a general scenario, we’ve got five main factors that determine
consumer behavior, these factors regulate if a target customer purchases a
product or not. These factors are namely Psychological, Social, Cultural, Personal,
and Economic factors.

Market Needs:
Early Birds marketing is professionals begin to define the market needs for their
audience or product, they may follow a few different strategies depending on
their goals and objectives. Some ways to define market needs may include:

• Age of buyers
• Size of the market
• Customer Buying patterns
• Customers income
• State of the current market
• Competition
• How to distribute the product

Market Trends: There are four major factors that cause both long-term
trends and short-term fluctuations.
1. Government
2. International Transaction
3. Speculation and Expectation
4. Supply and demand

SWOT Analysis
Before commencing a start-up, we have to do SWOT analysis. SWOT analysis, a
method that pinpoints and analyses the internal and external factors, which
they can later use in developing strong business strategies to help the
organization improve and grow. Strengths and weaknesses are internal factors
which will be circulated within our outlet. Later we have to identify what
opportunities and threats are to be found to face for the future whenever we
will run our outlet.

Strengths
• Unique design, creative work and high quality
• Consumers comfortability
• Affordability and availability
• Both online and offline interaction with customer
Page 5 of 10
 Weaknesses
• Shortage of capital to grow the business
• Narrow geographic coverage
• Lack of brand equity
• Limited-service lines and marketing deficiencies

Opportunities
• Online sales to reach broader market
• Increase product range
• Open more outlet in emerging markets
• More acquisitions

Threats
• Competing products in marketplace along with local competitors
• Low entry barriers of the industry
• Uncertain economic environment
• Rising costs of ingredients

Competition: Early Bird Marketing of Competition is the rivalry between

companies selling similar products and services with the goal of achieving revenue,
profit, and market share growth. Market competition motivates companies to
increase sales volume by utilizing the four components of the marketing mix, also
referred to as the four P's. These P's stand for product, place, promotion, and
price. Knowing and understanding your competition is a critical step in designing a
successful marketing strategy. If you are not aware of who the competition is and
knowledgeable about their strengths and weaknesses, it's likely that another firm
could enter the picture and provide a competitive advantage, such as product
offerings at lower prices or value-added benefits.
Identifying your competition and staying informed about their products and
services is the key to remaining competitive in the market and is crucial to the
survival of any business.

Product Offering: Social media Marketing, Making Banner, News Pepper,

television Ads.

Page 6 of 10
 Marketing Strategy

It is very important for any company to build the right relationships with the right
customers involves mating customers as assets that need to be managed and
maximized. We will emphasize customer’s demand. We believe that we able to
fill customers demand then we will be succeeded. Usually, we will take product
concept because we believe that, we maintain, we will reach our ultimate goal.
We will emphasize to product quality by adding feature we may create value in
order to capture values from customers in return.

Mission:
The mission of “Early Bird” Company is to provide our clients with excellent
services. To be a pioneer in its sector by Investing in quality products at low cost.
The design, development, manufacture and sales of leading products, with
modern technology. The image of good products established a good sales
network and marketing. Production system flexibility, fast, with excellent quality.
Create the highest level of customer satisfaction in response to company’s
customer list.

Marketing Objectives:
Marketing objectives are the goals of company.
1. Objectives to make the store better besides increasing sales and employee
satisfaction like any other business.
2. Create a strong brand Identify. Bread identifies, also known as bread image, is
essentially a brand personality and the corner store of a brand marketing
plan.
3. Establish bread positioning
4. Develop customer loyalty.
5. Enhance customer relationship and target new customers.

Financial Objectives
• Increase profits by 5% per half year through efficiency and economies of
scale.
• Maintain Product quality development and product research creating and
strictly maintaining a budget.
• The profit margin should double in the first two years.

Target Markets: The target market would consist of men aged 16- 52 likely
with strong interest in clothing and modern design. “Early bird” market was
targeted to previous trends and interests Dhaka city, Metropolitan area, young
Page 7 of 10
generation, is over main target markets. Because they are fastest growing. These
groups are gearing themselves towards comfort and style.

Positioning: Positioning defines where your product (item or service) stands

in relation to others offering similar products and services in the marketplace
as well as the mind of the consumer.

Strategies: The marketing strategy will seek to first create customer awareness
concerning the offered product and services and then develop the customer
base. Create brand differentiation by Creating exclusive brand segment compare
to other clothing related products. To make it difficult for the competitors to
diagnose the determinants of success and cannot be easily copied.

Marketing Mix (4 Ps)

Product: Beginning with a t-shirt in M (38-40), L (40-42), XL (42-44), XXL (44-46)
Size, Early Bird will launch other processed T-shirt to offer a broad assortment to
its customers.

Price: It will offer value for money beginning with an average realization of TK
500/ T-shirt. A discount of 10% will be offered on the invoice price for volumes
exceeding 1000 T-shirt/Month. The distributor or retailer will decide the
maximum retail price to be printed on the packs.

Place: Initially, "Early Bird" will supply to Dhaka city markets directly. In the
second year of operation, the product will be launched under the "Early Bird" in a
few major towns of Chattogram, Sylhet, Noakhali, at select outlets through
wholesale channels.

Promotion: The basic promotional route will be point of purchase material,

attractive danglers places near checkout counters, and sample.

Marketing Research

Early Bird is blessed with the good fortune of being located in the center of the
Dhaka, Bangladesh. Competing with many t-shirts manufacturing companies in
the market, we will have to take our position to the top of the market. The
extensive product testing by a wide variety of users provided "Early Bird" with
valuable product feedback and will led to several design improvement.
Page 8 of 10
 Financials

This section will offer the financial overview of "Early Bird" related to marketing
activities. "Early Bird" will address break-even analysis, sales forecasts, expense
forecast, and indicate how these activities link to the marketing strategy.

Break-Even-analysis

Break-Even-analysis:
Monthly Units Break-even 1,000
Monthly Sales Break-even 500,000
Assumptions:
Average Per-Unit Revenue 200
Average Per-Unit Variable Cost 45
Estimated Monthly Fixed Cost 40000

Sales forecast: Sales forecasting is the process of estimating future revenue by

predicting the amount of product or services a sales unit will sell in the next week
month. quarter or year forecasts are about the future it’s hard to overstate how
important it is for a company to produce accurate sales forecast privately held
companies gain confidence in their business when leaders can trust forecasts. For
publicly traded companies, accurate forecasts confer credibility in the market.
Sales forecasting adds value across an organization finance relies on forecast
plans their cycles. Forecasts help sales operations with territory and quota
planning supply chain with material purchases and production capacity and sales
strategy with channel and partner strategies.

Controls: controls are the mechanisms rules and procedures implemented by a

company to ensure the integrity of financial and accounting information promote
accountability and prevent fraud. Besides complying with laws and regulations
and preventing employees from stealing assets or committing fraud internal
controls can help improve operational efficiency by improving the accuracy and
time lines of financial reporting.

Page 9 of 10
 Conclusion
The business plan that has been implemented by Early bird is very lucrative in
term of profitability and economic growth. Since the market demand regarding
clothing brand like T-shirt is growing rapidly. Mass people always seek low-cost
product but having intension of higher customer values. They also find easy
convenient and comfortability. All these criteria have been fulfilled by our
business plan. In this business plan, we emphasize four business strategies i.e.,
low-cost provider, differentiating product, best cost provider and niche market.
This strategy will provide competitive advantages and Early bird will ahead from
its rivals.

Page 10 of 10