Chapter: 1

Introduction

1. Introduction:

Knowledge and learning become perfect when it is associated with theory and
practice. Theoretical knowledge gets its perfection with practical application. To
apply the theoretical knowledge in the practical working of analyzing marketing
mix strategies of Infosapex. It is an integral part of Bachelor of Business
Administration (BBA) degree.

This program creates a unique opportunity for the student to apply their theoretical
knowledge into practice and gain valuable practical business experience.

1.1 Background of the study:

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The report have following purpose :

 To get and organize knowledge on software industry .

 To get the experience about the real business world.

 To know the customer opinion on Infosapex.

 To fulfill the requirement of BBA program.

1.2 OBJECT

r to study and understand the marketing mix of Infosapex.

To study about the customers perception with regard Infosapex.

1.3 Methodology :

1.3.1 Types of research design:

It is a descriptive research design.

1.3.2 Sources of data;

1.3.2.1 primary data:

Primary data was collected by a questionnaire survey based on 30 customers

opinion.

1.3.2.2 Secondary data:

Organization website and internet.

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1.3.3 Sampling plan:

1.3.3.1 Population :

In this report population assume to all the customers of Infosapex from Dhaka,
Cox's Bazar, Sylhet, Kuakata, Sreemongal, Chittagong.

1.3.3.2 Sample elements :

Individual customers of Infosapex of above mentioned locations.

1.3.3.3 Sampling frame :

I am unable to find sampling frame because infosapex company did not provide the
sampling frame due to their secrecy.

1.3.3.4 Sampling procedure :

Sampling procedure is none probability convenience.

1.3.3.5 Sampling size:

20 Hotels and 10 corporate office.

1.4 Limitations :

The study is conducted within the confines of some companies. The study made
use of both the primary and secondary sources of information but more stress was
laid up on secondary data source. Due to lack of time and finances, the sample size
is confined to 30 only.

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 Chapter2

Organizational overview

4
2.1 Profile

Infosapex offer a unique combination of deep technical expertise and creative

thinking with a wealth of experience consulting, designing and deploying of
millions dollar projects worldwide. They acquire, manage and build industry
specific software businesses that provide specialized, mission-critical software
solutions that address the particular needs of our customers. Their businesses
continuously develop innovative solutions that enable our customers to achieve
their objective. Infosapex is a sister concern of Expo group, hey has 36 wings in
home and abroad. The head office is located at Bir Uttam Sahawat Saroni, Tejgaon
from there infosapex is operated.

2.2 Vision:

People: Be a great place to work where people are

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inspired to be the best they can be.

Portfolio: Bring to the software industry a portfolio of quality brands that

anticipate and satisfy people's desires and needs.

Partners: Nurture a winning network of customers and

Organization together that create mutual, enduring value.

Profit: Maximize long-term return to shareowners while being mindful of the

overall responsibilities.

Productivity: Be a highly effective, lean and fast-moving organization

Mission:

-To set the fast and secure problem solving network

- To inspire the people to use online network for booking hotel, resort, park etc and
encourage to export and import business through shipping.

- To create value and make a difference

Goal:

Infosapex sets out new sustainability targets supporting its purpose to inspire a
better future. The company's set new 2020 goals aim at minimizing the cost and
time to software based problem solving task and reduce the hassle of online hotel
booking activity.

Objectives:

The main objectives for the infosapex are to be globally known as a business that
conducts business responsibility and ethically and to accelerate sustainable growth
to operate in tomorrow's world. By having these objectives, it forms the foundation
for companies in the decision making process.

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2.3 Management Structure :

Directors

CEO

Marketing manager Accounting Dept. Shipping Dept.

HR Admin

Marketing manager Support Team

Sales manager Quality Mechanical

Control engineer
Sales officer

Sales man Shipping

manager

Shipping officer shipping

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 CHAPTER: 3

Theoretical aspects

Product - The Product should fit the task consumers want it for, it should
work and it should be what the consumers are expecting to get.

Place – The product should be available from where your target consumer
finds it easiest to shop. This may be High Street, Mail Order or the more
current option via e-commerce or an online shop.

Price – The Product should always be seen as representing good value for
money. This does not necessarily mean it should be the cheapest available; one
of the main tenets of the marketing concept is that customers are usually happy
to pay a little more for something that works really well for them.

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 Promotion – Advertising, PR, Sales Promotion, Personal Selling and, in more
recent times, Social Media are all key communication tools for an
organization. These tools should be used to put across the organisation’s
message to the correct audiences  in the manner they would most like to hear,
whether it be informative or appealing to their emotions.

People – All companies are reliant on the people who run them from front line
Sales staff to the Managing Director. Having the right people is essential
because they are as much a part of your business offering as the
products/services you are offering.
Processes –The delivery of your service is usually done with the customer
present so how the service is delivered is once again part of what the consumer
is paying for.

Physical Evidence – Almost all services include some physical elements even
if the bulk of what the consumer is paying for is intangible. For example a hair
salon would provide their client with a completed hairdo and an insurance
company would give their customers some form of printed material. Even if
the material is not physically printed (in the case of PDFs) they are still
receiving a “physical product” by this definition.

3.3 Marketing mix:

The marketing mix refers to the set of actions, or tactics, that a company uses to
promote its brand or product in the market.

3.5 Sampling:

Sampling is a process used in statistical analysis in which a predetermined number

of observations are taken from a larger population.

3.6 Product sample

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A product sample is a sample of a consumer product that is given to the consumer
free of cost so that he or she may try a product before committing to purchase.

3.7 Population :

A sample in a market research study is drawn from a population.

3.8 Non probability convenience :

Non-probability sampling is a sampling technique where the samples are gathered

in a process that does not give all the individuals in the population equal chances of
being selected.

3.9 Sampling frame :

Sampling frame is the source material or device from which a sample is drawn. It
is a list of all those within a population who can be sampled, and may include
individuals, households or institutions.

3.10 Sampling procedure :

Sampling procedure means getting opinions from a number of people, chosen from
a specific group, in order to find out about the whole group.

Chapter 4

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 Analysis and findings

4.1 Analysis :

4.2 Findings :

The report, "Analyzing the marketing mix strategies of Infosapex ltd" reveal the
following findings :

 Infosapex has a strong brand image to the Customer.

 Infosapex ltd has not a sound ability to generate income than it's competitors.

 Infosapex almost trying to expand their business over the country.

 They should introduce more variety of features.

 They are the fast growing software solution in hotel industry.

 They invest a big amount of money for operating and their advertisement. For
this reason their gross profit is not stable.

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 CHAPTER 5

Major findings

5.1 Major findings :

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The study undertaken has highlighted certain facts.

The important factors that influence the purchase decisions of a software are the
features and after sales service commitments.

Besides the factors mentioned above the other important factors that Influence the
purchase decisions were found to be adverng andce. Sales promotion program
taken up by the company is also popular among the respondents. The product is
very much popular for its easy availability.

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 CHAPTER6

Conclusion

6.1 Conclusion :

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Infosapex company is one of the reputed company to produce, manufactur and
distribute the the Software base Solutions.

The report concentrated on analyzing the marketing mix strategies. The popularity
of software base solution is established over the world. To sustain their giant
growth level in Bangladesh they should introduce with more products and
innovative features in the market otherwise competitors can take the advantage and
hold the position of market leader by beating them.

Although Infosapex company is very sincere about their customers and after sales
service process but they have to increase the number of employees and have to
ensure the quality of them. In this short time I have limited access to their
information and data of "Infosapex Ltd" internal operation, so it is not possible for
me to get an overall true picture of the company. However, the company strong
position with respect to capital, liquidity and brand image give me enough
confidence that the company will be able to face any challenge in future. I hope
that this company will sustain its steady growth and will continue its success in
future.

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 CHAPTER 7

Recommendations

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7.1 Recommendations :

Recommendations have been made based on certain factors as highlighted by the

questionnaire.

Efficient Promotional activities pertaining to customers are to be taken up.

Company should improve the quality of manpower.

Introduction of some new features are suggested to make the product promotion
more efficient.

It is suggested that the company should increase the usage of further social
activities.

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CHAPTER 8

References

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8.1 References:

 http://www.infosapex.com/

 http://www.expgroup.bd.com

* HR Admin Officer

* Customers Infosapex

CHAPTER9

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 Appendix

1.Infosapex is most popular software solution in hotel industry.

o Strongly Agree.
o Agree.
o Neutral.
o Disagree.
o Strongly disagree.
Strongly disagree.

2.They have a variety of product

o Strongly Agree.
o Agree.
o Neutral.
o Disagree.
o Strongly disagree.

3.Their products are stable for using long term

o Strongly Agree.
o Agree.
o Neutral.
o Disagree.
o Strongly disagree.

4. Infosapex has a reasonable price policy.

o Strongly Agree.
o Agree.
o Neutral.
o Disagree.
o Strongly disagree.

5. Infosapex has a strong distribution channel.

o Strongly Agree.
o Agree.
o Neutral.
o Disagree.
o Strongly disagree.

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6.Promotional activities of Infosapex is effective.
o Strongly Agree.
o Agree.
o Neutral.
o Disagree.
o Strongly disagree.

7. Promotional activities exists some benefit.

o Strongly Agree.
o Agree.
o Neutral.
o Disagree.
o Strongly disagree.

8. They provide some physical evidence regarding the services.

o Strongly Agree.
o Agree.
o Neutral.
o Disagree.
o Strongly disagree.

9. Their provided hardware is qualitiful

o Strongly Agree.
o Agree.
o Neutral.
o Disagree.
o Strongly disagree.

10. Infosapex should increase their promotional activities.

o Strongly Agree.
o Agree.
o Neutral.
o Disagree.
o Strongly disagree.
11. Infosapex should involve  more social activity.

o Strongly Agree.
o Agree.
o Neutral.
o Disagree.
o Strongly disagree.

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12. Infosapex has a good image on the customers mind.
o Strongly Agree.
o Agree.
o Neutral.
o Disagree.
o Strongly disagree.

13. Infosapex has better reputation than their competitors.

o Strongly Agree.
o Agree.
o Neutral.
o Disagree.
o Strongly disagree.

14. Infisapex should increase their trainee executive.

o Strongly Agree.
o Agree.
o Neutral.
o Disagree.
o Strongly disagree.

15. Infosapex should come with more innovative solution on different industry.
o Strongly Agree.
o Agree.
o Neutral.
o Disagreecoongly disagree.
16. People belonging from Infosapexilled.
o Strongly Agree.
o Agree.
o Neutral.
o Disagree.
o Strongly disagree.

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