Market plan for indus marble industries (pvt) ltd
-
Upload
fahad-iqbal -
Category
Marketing
-
view
377 -
download
6
Transcript of Market plan for indus marble industries (pvt) ltd
![Page 1: Market plan for indus marble industries (pvt) ltd](https://reader031.fdocuments.us/reader031/viewer/2022013013/589dd9ba1a28ab77148b4da5/html5/thumbnails/1.jpg)
Country NotebookMarket Plan for Indus Marble Industries (Pvt) LTD
Fahad Iqbal
![Page 2: Market plan for indus marble industries (pvt) ltd](https://reader031.fdocuments.us/reader031/viewer/2022013013/589dd9ba1a28ab77148b4da5/html5/thumbnails/2.jpg)
Country Notebook Many companies, large and small, have a country
notebook for each country in which they do business.
Contains information a marketer should be aware of when making decisions involving a specific country market
As new information is collected, the country notebook is continually updated by the country or product manager
New-product introductions, changes in advertising programs, and other marketing program decisions begin with the country notebook.
![Page 3: Market plan for indus marble industries (pvt) ltd](https://reader031.fdocuments.us/reader031/viewer/2022013013/589dd9ba1a28ab77148b4da5/html5/thumbnails/3.jpg)
Indus Marble Industries (Pvt) LTD
![Page 4: Market plan for indus marble industries (pvt) ltd](https://reader031.fdocuments.us/reader031/viewer/2022013013/589dd9ba1a28ab77148b4da5/html5/thumbnails/4.jpg)
About Company Pakistan based Marble and Granite company
Started as a manufacturer, supplier and wholesalers of quality marble and granite since 2001
Exporting first-class material around the world
Highly knowledgeable sales team and trained to provide superior customer service
![Page 5: Market plan for indus marble industries (pvt) ltd](https://reader031.fdocuments.us/reader031/viewer/2022013013/589dd9ba1a28ab77148b4da5/html5/thumbnails/5.jpg)
Largest quarries and stone factories in Pakistan
Specialize in providing a large variety of granite specially: Khyber gold Imperial white Sado pink Black rose Jet black granite Marble
![Page 6: Market plan for indus marble industries (pvt) ltd](https://reader031.fdocuments.us/reader031/viewer/2022013013/589dd9ba1a28ab77148b4da5/html5/thumbnails/6.jpg)
Specialize in: Flooring Stairs Wall Panel Counter top Vanity Top Kitchen Top Table Top Pattern Design
![Page 7: Market plan for indus marble industries (pvt) ltd](https://reader031.fdocuments.us/reader031/viewer/2022013013/589dd9ba1a28ab77148b4da5/html5/thumbnails/7.jpg)
Contact
![Page 8: Market plan for indus marble industries (pvt) ltd](https://reader031.fdocuments.us/reader031/viewer/2022013013/589dd9ba1a28ab77148b4da5/html5/thumbnails/8.jpg)
Developing Market Planfor
Indus Marble Industries (Pvt) LTD
![Page 9: Market plan for indus marble industries (pvt) ltd](https://reader031.fdocuments.us/reader031/viewer/2022013013/589dd9ba1a28ab77148b4da5/html5/thumbnails/9.jpg)
Guidelines Guidelines for market data collection and
analysis
1. Guideline for cultural analysis
2. Guideline for economic analysis
3. Guideline for market audit and competitive analysis
4. Guideline for preliminary marketing plan
![Page 10: Market plan for indus marble industries (pvt) ltd](https://reader031.fdocuments.us/reader031/viewer/2022013013/589dd9ba1a28ab77148b4da5/html5/thumbnails/10.jpg)
Guideline for cultural analysis Introduction of Company
Products to be Exported: Flooring Stairs Wall Panel
Trading Country: Bangladesh
![Page 11: Market plan for indus marble industries (pvt) ltd](https://reader031.fdocuments.us/reader031/viewer/2022013013/589dd9ba1a28ab77148b4da5/html5/thumbnails/11.jpg)
Bangladesh
World's eighth-most popular country, with over 160 million people
Located in South Asia
Bordered by: India in the north, The Bay of Bengal in the east and west, While Myanmar surrounds it to the south
![Page 12: Market plan for indus marble industries (pvt) ltd](https://reader031.fdocuments.us/reader031/viewer/2022013013/589dd9ba1a28ab77148b4da5/html5/thumbnails/12.jpg)
Climate:
Tropical with a mild winter from October to March
Hot, humid summer from March to June Warm and humid monsoon season lasts
from June to October Never recorded an air temperature
below O°C
![Page 13: Market plan for indus marble industries (pvt) ltd](https://reader031.fdocuments.us/reader031/viewer/2022013013/589dd9ba1a28ab77148b4da5/html5/thumbnails/13.jpg)
Social Institutions Family:
Extended family in past Currently Nuclear family because of urbanization and
industrialization Ordinarily Father is family-head
Parents ordinarily select spouses for their children
Women in Bangladesh remained considerably inferior to that of men
![Page 14: Market plan for indus marble industries (pvt) ltd](https://reader031.fdocuments.us/reader031/viewer/2022013013/589dd9ba1a28ab77148b4da5/html5/thumbnails/14.jpg)
Literacy Rate
Total 78.56%
Male 85.09%
Female 72.03%
Compulsory Education: 12 Years
![Page 15: Market plan for indus marble industries (pvt) ltd](https://reader031.fdocuments.us/reader031/viewer/2022013013/589dd9ba1a28ab77148b4da5/html5/thumbnails/15.jpg)
Political System
Democratic Republic
Prime Minister is the head of Government
Three major Political Parties Bangladesh Nationalist Party (BNP) Bangladesh Awami League Jatiya Party
![Page 16: Market plan for indus marble industries (pvt) ltd](https://reader031.fdocuments.us/reader031/viewer/2022013013/589dd9ba1a28ab77148b4da5/html5/thumbnails/16.jpg)
Local Government RolesUnion Councils
Maintenance of law and order Adoption and implementation of
development schemes Providing public welfare services.
District Councils construction and maintenance of roads,
bridges, building hospitals etc
![Page 17: Market plan for indus marble industries (pvt) ltd](https://reader031.fdocuments.us/reader031/viewer/2022013013/589dd9ba1a28ab77148b4da5/html5/thumbnails/17.jpg)
Legal System
Primarily in accordance with English Legal System
Islamic Law country
![Page 18: Market plan for indus marble industries (pvt) ltd](https://reader031.fdocuments.us/reader031/viewer/2022013013/589dd9ba1a28ab77148b4da5/html5/thumbnails/18.jpg)
Social Organizations Subcultures
Ethnic Religious – Muslims, Christians, Buddhist Regional – Southern, Northern and Coastal
Ethnic Groups Bengali (98%) Khasi Biharis Chakma Mundas
![Page 19: Market plan for indus marble industries (pvt) ltd](https://reader031.fdocuments.us/reader031/viewer/2022013013/589dd9ba1a28ab77148b4da5/html5/thumbnails/19.jpg)
Religion Muslims (86% of Population) Hindus (12%) Buddhist, Christian etc. (1%)
Music Classical (Indian Subcontinent) Folk Modern
![Page 20: Market plan for indus marble industries (pvt) ltd](https://reader031.fdocuments.us/reader031/viewer/2022013013/589dd9ba1a28ab77148b4da5/html5/thumbnails/20.jpg)
Diet and Nutrition
Highly imbalanced diet Lacks vitamins and minerals Rice and cereal (80%) Vegetables (3%)
Foods Available Rice
![Page 21: Market plan for indus marble industries (pvt) ltd](https://reader031.fdocuments.us/reader031/viewer/2022013013/589dd9ba1a28ab77148b4da5/html5/thumbnails/21.jpg)
Clothing
Women – Sarees Males – Punjabis, Pajamas, Kurta, Lungi Hindu – Dhuty Common Dresses – Shirts and Pants
Housing Straw and Bamboo walls (20%) Mud Brick Houses (18%) Cement Walls (62%)
![Page 22: Market plan for indus marble industries (pvt) ltd](https://reader031.fdocuments.us/reader031/viewer/2022013013/589dd9ba1a28ab77148b4da5/html5/thumbnails/22.jpg)
Sports
Cricket Football Kabaddi (National Sport)
Language Bengali (Official) Urdu Hindi Bihari
![Page 23: Market plan for indus marble industries (pvt) ltd](https://reader031.fdocuments.us/reader031/viewer/2022013013/589dd9ba1a28ab77148b4da5/html5/thumbnails/23.jpg)
Economic Analysis
![Page 24: Market plan for indus marble industries (pvt) ltd](https://reader031.fdocuments.us/reader031/viewer/2022013013/589dd9ba1a28ab77148b4da5/html5/thumbnails/24.jpg)
Population
156.05 million (2013 et) Growth Rate 1.292% Birth Rates 24.68% per 1000 Life expectancy 60 Years Percentage of males – 47.9 Percentage of females – 54%
![Page 25: Market plan for indus marble industries (pvt) ltd](https://reader031.fdocuments.us/reader031/viewer/2022013013/589dd9ba1a28ab77148b4da5/html5/thumbnails/25.jpg)
GNP
498.8 Billion $ (2013) Per capital income 3190 $ (2013)
Minerals and Resources
Natural Gas Coal Hard Rock
![Page 26: Market plan for indus marble industries (pvt) ltd](https://reader031.fdocuments.us/reader031/viewer/2022013013/589dd9ba1a28ab77148b4da5/html5/thumbnails/26.jpg)
Communication Systems
Trains
Land Communication (Roads and Highways) Widely Used (Busses, Bullock Carts,
Cars)
Water communication (Boats)
Air Communications (Bangladesh Biman)
![Page 27: Market plan for indus marble industries (pvt) ltd](https://reader031.fdocuments.us/reader031/viewer/2022013013/589dd9ba1a28ab77148b4da5/html5/thumbnails/27.jpg)
Working Conditions
52% Employed
30% Self Employed
18% Jobs on daily Basis
Principal Industry Food
![Page 28: Market plan for indus marble industries (pvt) ltd](https://reader031.fdocuments.us/reader031/viewer/2022013013/589dd9ba1a28ab77148b4da5/html5/thumbnails/28.jpg)
Major Imports and Exports Major Exports: Rice, Garments, Leather,
Frozen Fish
Major Imports: Machinery, chemicals, cement, iron, marble, petroleum products
Exchange Rates Four Types: Fixed, Floating, Managed,
Pegged Current Exchange Rate : 0.013 US $
![Page 29: Market plan for indus marble industries (pvt) ltd](https://reader031.fdocuments.us/reader031/viewer/2022013013/589dd9ba1a28ab77148b4da5/html5/thumbnails/29.jpg)
Trade RestrictionsTariffs: Import taxes revenue 40% Agriculture tariffs 28.8% Non-agricultural tariff 18.5% Custom Duty 13.8%
Licensing Most goods do not require import license Prior approval is required for restricted
goods No tariff quotas on import
![Page 30: Market plan for indus marble industries (pvt) ltd](https://reader031.fdocuments.us/reader031/viewer/2022013013/589dd9ba1a28ab77148b4da5/html5/thumbnails/30.jpg)
Labor force
Size – 77.6 million Inflation Rate – 6.32’ Unemployment Rate – 5%
Science and Technology Nuclear research 1960s Internet use 21.27%
![Page 31: Market plan for indus marble industries (pvt) ltd](https://reader031.fdocuments.us/reader031/viewer/2022013013/589dd9ba1a28ab77148b4da5/html5/thumbnails/31.jpg)
Distribution ChannelsProducer
Exporter
Importer
Optional – Sales Representatives
Retailer
Customer
![Page 32: Market plan for indus marble industries (pvt) ltd](https://reader031.fdocuments.us/reader031/viewer/2022013013/589dd9ba1a28ab77148b4da5/html5/thumbnails/32.jpg)
Import/Export agents
Exporters A.J Enterprise Promi Trade International Ask
Importers Khan Trading Corporation Ranger International A & Q Corporation
![Page 33: Market plan for indus marble industries (pvt) ltd](https://reader031.fdocuments.us/reader031/viewer/2022013013/589dd9ba1a28ab77148b4da5/html5/thumbnails/33.jpg)
Media
Print (Amar Desh, Daily Azadi, Daily Destiny etc)
Broadcast (ATN Bangla, Banglavision, Desh Tv etc)
Online mass media (over 600,000 internet users)
![Page 34: Market plan for indus marble industries (pvt) ltd](https://reader031.fdocuments.us/reader031/viewer/2022013013/589dd9ba1a28ab77148b4da5/html5/thumbnails/34.jpg)
Market Audit and Competitive Analysis
![Page 35: Market plan for indus marble industries (pvt) ltd](https://reader031.fdocuments.us/reader031/viewer/2022013013/589dd9ba1a28ab77148b4da5/html5/thumbnails/35.jpg)
Product Characteristics
Relative Advantage Different variety of colors of Granite
Compatibility Latest designs High quality Different sizes
![Page 36: Market plan for indus marble industries (pvt) ltd](https://reader031.fdocuments.us/reader031/viewer/2022013013/589dd9ba1a28ab77148b4da5/html5/thumbnails/36.jpg)
Product Characteristics
Complexity Easy to install
Trailability Samples
Observability Innovation in designs
![Page 37: Market plan for indus marble industries (pvt) ltd](https://reader031.fdocuments.us/reader031/viewer/2022013013/589dd9ba1a28ab77148b4da5/html5/thumbnails/37.jpg)
Market
Major Marble Importers AMGL Marble De Carrara Pvt Ltd
Online Orders by companies
Transportation Roads Railways
![Page 38: Market plan for indus marble industries (pvt) ltd](https://reader031.fdocuments.us/reader031/viewer/2022013013/589dd9ba1a28ab77148b4da5/html5/thumbnails/38.jpg)
Distribution of Product
Typical Retail Outlets
Shafa Marble Green Granite Pvt Ltd Euro Marble Industries Northern Marble Industries
![Page 39: Market plan for indus marble industries (pvt) ltd](https://reader031.fdocuments.us/reader031/viewer/2022013013/589dd9ba1a28ab77148b4da5/html5/thumbnails/39.jpg)
Consumer Buying Habits
Product use pattern depends on: Values Perceptions Subculture Education
Buying Habits Interested in products like foods,
decoration, household appliances
![Page 40: Market plan for indus marble industries (pvt) ltd](https://reader031.fdocuments.us/reader031/viewer/2022013013/589dd9ba1a28ab77148b4da5/html5/thumbnails/40.jpg)
Advertising and Promotions Widely used media – TV Newspaper
Advertising agencies Grey advertising Mediacom Clockwork Interspeed Advertising
![Page 41: Market plan for indus marble industries (pvt) ltd](https://reader031.fdocuments.us/reader031/viewer/2022013013/589dd9ba1a28ab77148b4da5/html5/thumbnails/41.jpg)
Pricing Strategy
Initially Absorption Pricing Strategy
Value Pricing Strategy
![Page 42: Market plan for indus marble industries (pvt) ltd](https://reader031.fdocuments.us/reader031/viewer/2022013013/589dd9ba1a28ab77148b4da5/html5/thumbnails/42.jpg)
Competitors Analysis
Major Competitors
Green Granite and Marble Ltd▪ Marble , Tiles, Granite
B & D Marble and Granite▪ Granite Benches, Headstones, Vaults
![Page 43: Market plan for indus marble industries (pvt) ltd](https://reader031.fdocuments.us/reader031/viewer/2022013013/589dd9ba1a28ab77148b4da5/html5/thumbnails/43.jpg)
Market Size
Estimated Industry Sales 22.64 Million $ / Year
Estimated Sales of Company 2.5 Million $ / Year
![Page 44: Market plan for indus marble industries (pvt) ltd](https://reader031.fdocuments.us/reader031/viewer/2022013013/589dd9ba1a28ab77148b4da5/html5/thumbnails/44.jpg)
Agencies
Khan Trading Corporation Ranger International A & Q Corporation
![Page 45: Market plan for indus marble industries (pvt) ltd](https://reader031.fdocuments.us/reader031/viewer/2022013013/589dd9ba1a28ab77148b4da5/html5/thumbnails/45.jpg)
Preliminary Market Plan
Target Market
Construction Companies Marble Importers
![Page 46: Market plan for indus marble industries (pvt) ltd](https://reader031.fdocuments.us/reader031/viewer/2022013013/589dd9ba1a28ab77148b4da5/html5/thumbnails/46.jpg)
Expected Sales
1st Year 2nd Year 3rd Year 4th Year0
0.51
1.52
2.53
3.54
Sales (Million $)
Sales
![Page 47: Market plan for indus marble industries (pvt) ltd](https://reader031.fdocuments.us/reader031/viewer/2022013013/589dd9ba1a28ab77148b4da5/html5/thumbnails/47.jpg)
Expected Profit
1st Year 2nd Year 3rd Year 4th Year0
0.2
0.4
0.6
0.8
1
1.2Sales (Million $)
Profit (Million $)
![Page 48: Market plan for indus marble industries (pvt) ltd](https://reader031.fdocuments.us/reader031/viewer/2022013013/589dd9ba1a28ab77148b4da5/html5/thumbnails/48.jpg)
SWOT Analysis
S W
O T
![Page 49: Market plan for indus marble industries (pvt) ltd](https://reader031.fdocuments.us/reader031/viewer/2022013013/589dd9ba1a28ab77148b4da5/html5/thumbnails/49.jpg)
Strengths
Good quality Unique designs Variety of colors Low cost of Production
Weaknesses No manufacturing industry in
Bangladesh
![Page 50: Market plan for indus marble industries (pvt) ltd](https://reader031.fdocuments.us/reader031/viewer/2022013013/589dd9ba1a28ab77148b4da5/html5/thumbnails/50.jpg)
Opportunities
Large, diversified and potential Market
Cheap Labor Rates Easy creation and development of
production centers
Threats Competitors Increase in taxes
![Page 51: Market plan for indus marble industries (pvt) ltd](https://reader031.fdocuments.us/reader031/viewer/2022013013/589dd9ba1a28ab77148b4da5/html5/thumbnails/51.jpg)
Product Adaptation or Modification Core Component
Modification Not required
Packaging Modification Not Required
Support Services Not Required
![Page 52: Market plan for indus marble industries (pvt) ltd](https://reader031.fdocuments.us/reader031/viewer/2022013013/589dd9ba1a28ab77148b4da5/html5/thumbnails/52.jpg)
Advertising
Newspaper (First Priority) Television
Sales Promotions Discounts:
100 Free tiles per 1000 tiles
Other Promotional Methods Direct contact with Contractors
![Page 53: Market plan for indus marble industries (pvt) ltd](https://reader031.fdocuments.us/reader031/viewer/2022013013/589dd9ba1a28ab77148b4da5/html5/thumbnails/53.jpg)
Distribution
![Page 54: Market plan for indus marble industries (pvt) ltd](https://reader031.fdocuments.us/reader031/viewer/2022013013/589dd9ba1a28ab77148b4da5/html5/thumbnails/54.jpg)
Documentation
Bill of lading Dock Receipt Commercial Invoice Shipper’s Export Declaration
![Page 55: Market plan for indus marble industries (pvt) ltd](https://reader031.fdocuments.us/reader031/viewer/2022013013/589dd9ba1a28ab77148b4da5/html5/thumbnails/55.jpg)
Channels of Distribution
Retailers Initially 5 retailers in Dhaka Methods of operation 50% Cash and
50% Credit Scale of operation – Initially Small
![Page 56: Market plan for indus marble industries (pvt) ltd](https://reader031.fdocuments.us/reader031/viewer/2022013013/589dd9ba1a28ab77148b4da5/html5/thumbnails/56.jpg)
Resource Requirements
Finances Initially 6 million $
Personnel Bangladesh Export Department▪ 40 Employees in office
![Page 57: Market plan for indus marble industries (pvt) ltd](https://reader031.fdocuments.us/reader031/viewer/2022013013/589dd9ba1a28ab77148b4da5/html5/thumbnails/57.jpg)
Thank You