EXECUTIVE SUMMARY

The aim of this report is to provide

First part of the report will briefly introduce the business, regarding its profile, product portfolio
and the background of the entrepreneurs.
Second part will examine three main macro-environment factors in Bangladesh market:
Economics, Politics and Culture. Great opportunities in economics factor with strong economic
growth and increasing consumption spending. However, national politics become unstable
together with difficulties in tariff policies could be barriers for AsiaFan. In culture, we examine the
elements of culture and how they effect on consumer behaviors.
Third part of the report focuses on target market segmentation analyzed in main segmenting
variables: Geographics, Demographics, psychographics and Behavior graphics. From
information given above, we will calculate estimated target market size to examine how potential
the target market gains.
Fourth part is also an important part that needs to concern when AsiaFan first enters new
market: competitor analysis and positioning strategy. Competitor analysis goes in-depth with
Direct and Indirect competitors so that we can get the best comparison result and give
recommended strategy to compete them. From above analysis, Functional-needs based
positioning strategy for products and global consumer culture positioning for brand name could
be appropriate for AsiaFan to adapt in new market. The next part is Marketing mix. We will
examine 4Ps of products in Bangladesh market and choose appropriate strategy for each. In
terms of product, AsiaFan applies Adaptation strategy with Product adaptation - communications
extension which both change the color and design of products to adapt Bangladeshi interest
and remain same brand name for global communication.
In terms of pricing strategy, taking advantage of AsiaFan price is a little bit lower than
competitors , competition-based pricing strategy is possibly the most appropriate to help the
Global Marketing Semester 2012C Page 5 of 54 ASIAFAN IN BANGLADESH MARKETING
PLAN company penetrate the Bangladesh market when entering competitive market with both
strong local and foreign brands. Direct
Exporting is also chosen as market entry strategy for those reasons: offers the least
commitment of resources and more control on price and distribution than indirect exporting.
In terms of distribution, the report describes the export process from Vietnam to import process
to Bangladesh and considers logistics firms which can handle well in each step. In the last step
of logistics, Hayes Ltd will be main distributor which remains as the largest home appliance
company in Bangladesh with wide range of retailers distributed nationwide. Therefore, Free on
Board (FOB) term in INCOTERMS could be the best choice in terms of cost reduction, Control
of shipping process, avoidance of risk and high cost of foreign transportation. In promotion mix
we give out some interesting suggestions to raise target customers awareness and position the

brand in new market: Online marketing in advertising with both Asia main website and distributor
website, Point-of-purchase in promotion, sale person and trade fair in direct marketing.
Finally, because of a lot of challenges AsiaFan has to face when entering new market in
Bangladesh, the report concludes AsiaFan shouldnt enter Bangladesh at this time.