EMB620 Case 1 Presentations [Group-6]

8/2/2019 EMB620 Case 1 Presentations [Group-6]

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Course :

EMB620: Strategic Marketing

Course Instructor:

Mr. Kazi Islam

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*Group 6


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Marketing of Country is allabout letting others know

about the talents and theopportunities that a country isendowed with. .


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HOW to Market A Country :

People Exports

Culture Tourism Investment

Governance

!

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!

!

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Facts and Figures*Name- Bangladesh

(long form) People's Republic of Bangladesh

*Population- 164,319,600

*Capital City- Dhaka

*Currency- Taka (BDT)

*Languages- Bengali (official), English

*National Day- March 26

*Religions Muslim (83%), Hindu (16%), others

*Coordinates: 23 43 N, 90 24 E


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23 43 N, 90 24 E


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Tourism

Investment

Governance

People

Exports

Culture

Bangladesh as a Market


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Objective - Skilled manpower play a key role in all sectors of the economy. To produceskilled technicians there are mid-level technical and vocational training systems in thecountry.

People

Labor Wings Abroad (Major Countries of Manpower Export from Bangladesh) -

1. K.S.A2. Kuwait3. UAE4. Qatar5. Iraq6. Libya

7. Bahrain8. Oman9. Malaysia

10. Korea11. S. Pore12. Brunei13. Laos14. Mauritius15. Spain

16. Lebanon17. USA


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Availability of Manpower in Bangladesh.1.Technical manpower - 7,000 per year2.Medical manpower - 3,000 per year3.Engineering manpower - 5,000 per year4.Industrial manpower - 1.5 million per year5.Computer personnel -

6.Power station, petroleum, and fertilizer manpower -7.Road transport workers -8.Manpower for financial institutions, insurance, audit and accounts9.Port and water transport workers10.Agricultural, animal husbandry, fisheries, livestock, horticulture experts, technicals and farmers11.University/college/school teachers

12.Administrative and defense personnel13.Hotel management and catering staff14.Marine crew15.Miscellaneous manpower

QUALITIES OF WORKERS:

Bangladeshi workers are loyal, disciplined, hardworking and

have the rare quality of adaptability to new situation.

People


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Culture

Objective- Bangladesh has a history. The land, the rivers and the lives of the common peopleformed a rich heritage with marked differences from neighboring regions. It has evolved over

the centuries and encompasses the cultural diversity of several social groups of Bangladesh.


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TourismObjective- Tourism in Bangladesh is a slowly developing foreign currency earner. The countryhas much to attract international and domestic tourists.

Tourist Spot

Beaches Archaeological Sites Historical Places

Hills & Island Forests & Jungles Other


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Tourism2005 2000

Foreign visitors arrival 207,662 199,211


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InvestmentObjective Foreign investment from the analysis of investment trend, itreveals that from 1991-1992 to 1999-2000 as many as 10412 industrialprojects both local & foreign have been registered with BOI having totalinvestment outlay of US$ 19074 million with employment opportunities of

1442568 persons. During that period a total of 998 industrial projectsboth under joint venture and 100% direct foreign investment wasregistered with Board of Investment having proposed investment of US$11667million with employment opportunities of 257159 persons.


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Investment

Inflows of foreign direct investmentThere was an inflows of $666m foreign direct investment in 2007 whichraised significantly in 2008 to $1086m. As of June 2009, inflows offoreign direct investment recorded to $358m.

Why Bangladesh

Industrious low-cost workforce Strategic location, regional connectivity and worldwide access Strong local market and growth Low cost of energy Proven export competitiveness Competitive incentives

Export processing zones Positive climate
http://www.boi.gov.bd/about-bangladesh/why-bangladeshhttp://www.boi.gov.bd/about-bangladesh/why-bangladeshhttp://www.boi.gov.bd/about-bangladesh/why-bangladesh


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Exports

EXPORTABLE PRODUCTS :1. Woven Garments2. Knitwear3. Frozen Fish4. Leather and Leather products5. Jute Products

6. Food Products7. Agricultural Products8. Handicrafts

Objective Export is the biggest sector in all sectors for the economy of a country.

9. Bicycle10.Tea11.Ceramics Products12.ICT Products13.Toiletries14.Potteries15.Home Textiles16.Cards and calendars


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Exports Major Importing Countries from Bangladesh in 2008-09


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Exports Major Exportable Products of Bangladesh in 2008-09


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Exports Major Exportable Products of Bangladesh in 1972-73


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Jute production all over the world

Hi t f J t i Diff t Ti li !!


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History of Jute in Different Timeline !!Ancient period of Jute (at the time ofAkbar) Indian villager used to wearjute clothes. Ropes & twines made of white jute were used forhousehold applicationby Indians. Jute was also used to make paper by the Chinese papermakers.

Time period from 17th century British East India Company Started Jute Trade from India who was the first jute trader. Margaret Donnelly the Dundee Jute mill landowner Set up the first jute mill in India.

First consignment of Jute exported in 1793.

Time period from 18th Century Mr. GeorgeAcland Brought Jute spinning machinery fromDundee to India. First power driven weavingfactoryestablished in Calcutta in 1855.

By1869five mills were established with 950looms. By1910, 38 companies were establishedwith 30,685 looms. Billion yards of cloths and over 450 million bags were produced per year.

Time period from 19th century till 1947 Around68,377 looms were established by 1939. Indians used to produce coarsebaggingmaterials by finer fabrics also known as hessian or

burlap.

Time period after the year 1947 Jute mills started in Narayanganj by Pakistani families like Bawanis, Adamjees,

Ispahanis Dauds. After 1971 Bangladesh Government took over the mills.

Bangladesh government establishedBJMC (Bangladesh Jute Mills Corporation)


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Jute: The Golden Fiber

* Jute is the most popular natural fiber next to cotton. 90% of

world's total production of Jute is harvested in Bangladesh

* 100% Bio Degradable, environmentally friendly and

recyclable.

* Cheapest fiber obtained from skin or bast of plants stem

* High tensile strength and low extensibility* Vastly used as RM in packaging, textiles, non-textile,

construction and agricultural applications

* High protecting and antistatic properties

* Moderate moisture regain and low thermal conductivity

* Can be blended with other natural and synthetic fibers and

used as dyes.


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Current Basic Jute Products

Sacking Cloth:Made up of low quality jutefibers, sacking cloth is loosely woven heavy cloth used for

packing sugar, food grains, cement etc.

Canvas:It is the finest jute item, woven with highlypremium grades of fiber. Jute canvas and screen lamination

along with paper polythene is widely used in mines and forgetting protection against weather.

Hessian Cloth: It is a plain woven superior qualityjute fabric, weighing between 5 and 12 ozs, a yard. Hessian

cloth is highly exported all across the world in the form ofcloth, bags etc. Also known as burlap, this cloth is vastly used

in wide ambit of applications.


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Bags: Used mainly for shopping, bags are usually fabricatedfrom sacking or hessian cloths. They are often decorated with

varied artistic designs and with straps, chains and handles in several

dimensions and shapes. Other category of bags are promotionalbags which are manufactured to promote items for sale.

Tarpaulin:This product is majorly used forcoverings on a very high multidimensional scale.

Hydrocarbon free jute cloth:This cloth isfabricated by treating jute with vegetable oil. It is a hessian

fabric, hydrocarbon free cloth, widely used for packing

different food materials, cocoa, coffee, peanut beans etc.



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Geotextile: It is a jute cloth laid along the riverembankment sides and hill slopes to prevent soil erosion

and landslides.

Serim Cloth : It is a light weight hessian cloth, usedin felt industry for reinforcing the non woven fabric and for

strengthening paper with lamination.

Tobacco sheets: Used for wrapping tobacco

leaves, tobacco sheets are made up of hessian cloth.



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Decorative items:The vast variety ofdecorative products are made up of jute fabrics like

wall hangings, toys, table lamps, paper, decorative

bags, furniture and many more.

Hessian tapes and gaps:They are made up withhessian cloth, woven with gaps at regular intervals and the

cloths cut between the gaps to make small width taps.



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The Largest Market of JutePackagingfaces stiff

competition, need protection.

Jute Products are not very successful beyond the packaging

application, need to add morevarieties & product lines.

Jute Products are expensive; need to reduce RawMaterials &

production cost & increasesales volume.

High consumption of resources including labor and power,

need to automatefactories& reduce labor.

Processing machines are decades old, technologically

backward, have low output; need to set modernmachineries.

Major problems of Jute processing


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High Labor Cost, Poor AvailabilityMachines with higher productivity, lesser stoppage

Semi-automatic machines reducing load on worker, better ergonomics

Poor Quality of In-Process & Finished ProductsMachines producing better and more consistent quality of product.

Machines capable of varied end-products

Poor Condition & Design of MachinesMaintenance friendly machines with lower break-down

Less polluting machines with lower sound

High Consumption of Resources for Production

Cheaper machines -consuming less power, less space

Uncertainty and Poor Quality of Raw JuteMachines that utilize raw materials more efficiently, reduce burden on

farmers

Thrust areas for Improvement


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New Products need to be developed to reduce reliance on

packaging

Diversified products existing currently, such as Shopping

Bags, Carpet lining, or even Carpet Yarn need to be

strengthened

Technology development must go hand-in-hand to addressconcerns of quality as well as to reduce cost

New Products & Technology


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SWOT ANALYSIS


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Jute's genome sequencing opens new prospects:

Bangladesh PM

Gene Sequencing would help to improve the following:

Improved Fiber length

Improved Fiber quality

Improved Color

Improved Strength

High Yielding, Saline soil and pest tolerant

Bangladeshi scientist Maqsudul Alam, a professor of

the University of Hawaii, who earlier decoded the

genome of papaya in the US and rubber plant in

Malaysia, has let a team of Bangladeshi researchers

and successfully decoded the jute plant genome

opening up a new vista in the development of variety

of the worlds most adorned biodegradable natural

fiber.


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Low labor cost & availability of labor.

Government Support to this industry.

Discovering Genome sequencing of jute in Bangladesh.

Continuous research of jute research institute in Bangladesh.

Governments plan for deep sea port in both Chittagong & Mongla.

Low cost transportation of raw jute & finished products through water

transportation.

Infrastructural support.

Availability of cost effective handicrafts producers in urban area.

Availability of raw materials at low price.

Reopening of previously closed jute mills & used the existing set up.

Opportunities for investors in jute industry


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For creating mass awareness regarding various schemes being implemented for promotion of jute

and jute products and their impact on the target audience and the benefits accrued out of the

schemes, the Minister added that the following publicity measures are taken by the National JuteBoard:-

Organizing fairs promoting diversified jute products.

Holding Fashion Shows of creative and aesthetically appealing jute products

Distribution of promotional jute items in jute fairs, seminars etc.

Setting up of exclusive Sales Outlets

Dissemination of information through websites

Exclusiveweekly coverage in national dailies on jute market potential and highlighting juteproducts.

Sales promotion of jute


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Exclusive and compatible with modern lifestyle. To do this,

Foreign famous designers will be coupled with local designers to develop products

which will look stylish as well as fine in quality.

Popular local celebrities will be used to portray jute products as exclusive in various

TV programs.

Positioning of jute & jute products

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*

On February 6, 2009- 25,000 jute workers lose jobs in Bangladesh

August 4, 2009 According to The New Nation - Jute price decline worries farmers

August 26, 2009/ Bangladesh Time Govt. considers reopening of three jute mills

December 23, 2009- The prime minister has indicated to Reopen of closed mills (Source: The Daily Star )

February 8, 2010 - Regaining global jute market . Pakistan, USA, UK and the EU have also requested

Bangladesh for raw jute export (Source: The New Nation)

March 2, 2010 (bdnews24.com)- A meeting held by State minister for environment and forest Hasan Mahmud &

World Bank's South Asian director Pulock Chatterji in revamping the jute industry as demand for jute products

grows worldwide.

May 5 2010-Bangladesh grossed the highest ever monthly export income in March. It has gained a net US$ 49.32

million within one month.

The cabinet approved a bill that is 'Compulsory usage of jute in packaging of all products 2010 to wake of a

breakthrough advancement in the jute sector. Source: The Daily Star /June 18, 2010

According to the International Jute Study Group, JUTE GEO TEXTILE has 'immense potential' both in domestic and

international markets.

Advantage of Jute Geo Textile

o It possesses more advantages than the synthetic fibers.

o Can be used in the construction of national roads. It can also be used in protection of riverbanks to a great extent.

[Source: nation.ittefaq.com / June 15, 2010]

September 22, 2010 -Reopening Adamjee Jute Mills - budget Tk 700 core (Source: Daily Ittefaq)

Today 28th,2010- 16 Govt. Jute mills are going to be provided tk. 500 cror ( Source: Daily Prothom alo)

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*

French designer Mr. Mark Van with thecollaboration of Bengal Jute Industries andthe contribution of a local engineer, Abul

Khaer.

CharacteristicsThe boat is made of a 60% fibre glass and by40% jute, which ensures it is watertight. Ithas an engine, but the navigation is basedmainly on the sail. It is 100% secure. Thecost of the boat is about 350 thousand taka(just over 3500 euros).

If we can replace a fraction of the thousandsof wood and steel boats in Bangladesh withjute-made boats, it will change the face ofjute industry.

Advantage:

jute boat cannot sink. This could preventhundreds of deaths on Bangladesh's riversand sea.

Eco Friendly

Source: 18 Feb 2010/Daily Star, Prothom Alo


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Conclusion

Bangladesh is a developing country that is slowly developing. The government has to

invest in its economy and try to improve its international position. Especially in industries

like the jute industry, competition is fierce and Bangladesh has to constantly invest and improveto keep up with the competition. The industry has potential, but also faces some fundamental

problems, which have to be improved.

RecommendationSuggestions for further research

Research into the development of the home market. This market is underestimated and can playan important role in the development of experience for exports and offers a stable turnover forproducers.

Research into the role and functioning of government bodies like the JDPC and EPB, whichshould support each other, but currently working with different interests and for differentministries

Research into the possibilities to improve the number of Jute producers. Producershave to be informed about the advantages, costs and possibilities for the Jute market.Research into the possibilities of FDI into Bangladesh by stakeholders fromWorld Market, in order to develop the market and bring knowledge from Global Market into

Bangladesh


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EMB620 Case 1 Presentations [Group-6]

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Transcript of EMB620 Case 1 Presentations [Group-6]