Professional Documents
Culture Documents
Filters for
Heavy Transports
in
BANGLADESH
Course Name: Principles of Marketing
Prepared for:
Osman Gani
Lecturer
Department of Business Administration in Marketing
Bangladesh University of Professionals
Prepared by:
Ashfaqul Azam
ID: 16221024
Finance & Banking, Section: B
Faculty of Business Studies
Letter of Transmittal
Sincerely yours,
Ashfaqul Azam
ID: 01020024
Program: F&B
Faculty of Business Studies
Bangladesh University of Bangladesh
Executive Summary
The business plan is to manufacture air, oil, fuel and hydraulic filters for heavy
transports such as bus, truck etc. Filter is one the products that the heavy
transports owners need to buy very frequently. And thus we are going to make
it easily accessible to them at much cheaper rates. Currently, the filters are
imported from India at a much higher prices. Thus we will manufacture and sell
these filters at a much cheaper rate but of better quality. This business will
also get to create many jobs for the mechanical, chemical and electrical
engineers of our country. Considering the manufacturing process and the
distribution, this untouched area has the potential to make tons of money. As we
will be producing in our domestic market, so we wont be needing to pay extra
tax for importing from abroad. Our target customers are the heavy vehicle
companies and the owners and we will make our products accessible to most of
the major cities of Bangladesh. We will promote our products through the
automobile shops and stores and the garages as well. We will stick to being the
best filter manufacturer and provider through our excellent customer service and
also developing products and providing those to our customers to satisfy them
to full extent.
Table of Contents
Serial No.
Particulars
Page No.
2.1
Mission
2.2
Vision
Products
Market Analysis
Marketing Plan
Location
Financials
11
2.1. Vision
Become the top filter seller in Bangladesh.
2.2. Mission
Provide quality filters at affordable prices and make them easily accessible to the consumers.
3. Products
Air filter
Oil filter
Hydraulic filter
Fuel filter
The filters mentioned above are for heavy transports. We will be the first one to manufacture
and sell these in Bangladesh. We will provide highest quality at lowest price with a wider
range of selection. Plus the best customer service and faster delivery.
Currently, the filters are imported from India at prices Tk. 4000.
The manufacturing cost of each filter is within Tk. 1000.
Making them in our country would result in huge profit as we can sell at lower price
than that of the importing price.
4. Market Analysis
Upon doing the market segmentation, we have decided, our buyers are the heavy transport
companies, the owners and the people involved in the vehicle maintenance section. We are
also targeting the major cities in Bangladesh to sell our products as shown below:
Geographic
Heavy transport
companies,
private owners
and people in the
vehicle
maintenance
sector
Demographic
Behavioral
Market size is huge. Currently, about eight to nine thousand filters are being imported and
sold every month and this tends to increase with the increasing number of heavy vehicles in
our country.
Based on the customers who are purchasing, our product happens to be a good fit,
considering our offerings and the customers needs. Thus we get to achieve butterflies and
true friends within our product launching by categorizing under Customer Relationship
Groups.
Long-term Customers
Short-term Customers
5. Marketing Plan
Macro environment Analysis
Demographic- The population of Bangladesh is increasing in exponential rate along with the
number of heavy transports. The transport owners need to buy filters very often for their bus,
truck etc. And with the increasing number of vehicles, the demand for filters is also
increasing.
Economic- Bangladesh is investing on infrastructures and other development projects. For
that, heavy vehicles are always required for transporting goods and materials. Thus
companies are buying more and more heavy-vehicles and thus they also pay for the
maintenance cost of those vehicles.
Technological- Technology will be used to manufacture the filters.
Political- There are likely to be no political problem arising due to this business. It is a totally
politically unbiased idea. And more importantly political instability is least likely to hamper
the business of filters as transports are always going to run on roads.
Cultural- No cultural obstacles are likely to be faced by this business.
Value Proposition:
We will provide More Benefits for Less Price.
Price
More
The Same
Less
More
The Same
Less
Benefits
In working out the business, we will imply the Societal Marketing Concept. This is because
our product is going to meet the consumers wants, the consumers long-run interests,
societys long-run interests and the companys requirements. It is able to meet all these
through its unique selling proposition of good quality product at low prices. Besides it would
be made accessible easily.
The diagram below gives a vivid idea of the dimensions of the concept we will be applying.
Societal
Marketing
Concept
Company (Profits)
Strength
Weakness
Opportunity
Threat
Competitors Analysis
The ones who will start the business after us, might import the product and try to
advertise with some extended USP
Initially we are supposed to feel less threat in the market. This is mainly because we
are the only one to manufacture currently. In the initial stage we are likely to be a
monopoly. Still in order to ensure that we have a rigid position in the market we will
maintain a good relation with our customer, will maintain a healthy relation with the
workers and will maintain the quality of the product and ensure that we can deliver
better to our customers expectations.
Marketing Mix
Advertising
We will advertise mainly in three strategies:
1. We will advertise in TV channels to inform our target customers
nationwide about our products.
2. We will be marketing via automobile shops, stores and distributors
6. Location
Will establish our manufacturing plant in Gazipur since it is an industrial area. We have
future plans to make another manufacturing plant in Chittagong later. Since we are targeting
the major cities and every city is linked to the capital, so it will be better for us to distribute
our products to most of the automobile shops and to the customers more easily and
efficiently.
Organizational Structure
Entrepreneur
Managers
Raw Materials
Supervisor
Workers
Sales
Finance
Managers
Supply Chain
Production
Marketing
We will have them from the very beginning. A chain of command will be always maintained
in this case. By going through this we will be able to maintain our business well.
Management plan:
10
8. Financials
Funding: From personal savings, family-relatives and bank loan.
Taka
Taka
XXX
11,57,00,000
11,57,00,000
(10,80,000)
(-) Closing
Inventory
Gross Margin
(-) Expenses
Factory Rent
Wages and Salaries
Interests paid
Utility Expenses
Sundry Expenses
Total
Expenses
Net profit
Taka
33,60,00,000
(11,46,20,000)
22,13,80,000
8,00,000
22,80,000
3,50,000
14,00,000
11,80,000
(60,10,000)
21,53,70,000
11
Details
Revenue
(-) Cost of Goods
Sold
Opening
Inventory
(+) Purchases
Taka
Taka
10,80,000
12,56,72,000
12,67,52,000
(20,30,000)
(-) Closing
Inventory
Gross Margin
(-) Expenses
Factory Rent
Wages and Salaries
Interests paid
Utility Expenses
Sundry Expenses
Total
Expenses
Net profit
Taka
31,49,56,000
(12,47,22,000)
19,02,34,000
8,00,000
3,20,84,000
3,50,000
20,47,000
2,74,000
(3,55,55,000)
15,46,79,000
12
Details
Revenue
(-) Cost of Goods
Sold
Opening
Inventory
(+) Purchases
Taka
Taka
Taka
35,84,90,000
20,30,000
16,50,06,000
16,70,36,000
(13,87,000)
(-) Closing
Inventory
(16,56,49,000)
Gross Margin
(-) Expenses
Factory Rent
Wages and Salaries
Interests paid
Utility Expenses
Sundry Expenses
Total
Expenses
Net profit
8,00,000
4,45,87,000
3,50,000
1,67,89,000
3,76,34,000
(10,01,60,000)
6,54,89,000
13
Details
Revenue
(-) Cost of Goods
Sold
Opening
Inventory
(+) Purchases
Taka
Taka
Taka
35,84,90,000
20,30,000
16,50,06,000
16,70,36,000
(13,87,000)
(-) Closing
Inventory
(16,56,49,000)
Gross Margin
(-) Expenses
Factory Rent
Wages and Salaries
Interests paid
Utility Expenses
Sundry Expenses
Total
Expenses
Net profit
8,00,000
4,45,87,000
3,50,000
1,67,89,000
3,76,34,000
(10,01,60,000)
6,54,89,000
14
Taka
Taka
10,80,000
12,56,72,000
12,67,52,000
(20,30,000)
(-) Closing
Inventory
Gross Margin
(-) Expenses
Factory Rent
Wages and Salaries
Interests paid
Utility Expenses
Sundry Expenses
Total
Expenses
Net profit
Taka
31,49,56,000
(12,47,22,000)
19,02,34,000
8,00,000
3,20,84,000
3,50,000
20,47,000
2,74,000
(3,55,55,000)
15,46,79,000
15
10,00,00,000
1,50,600
(10,01,50,600)
8,13,00,400
Capital
18,14,51,000
10,00,00,000
2,50,600
(10,02,50,600)
8,19,00,400
Capital
18,21,51,000
16
10,00,00,000
1,50,600
(10,01,50,600)
8,13,00,400
Capital
18,14,51,000
10,00,00,000
2,50,600
(10,02,50,600)
8,89,00,400
Capital
18,91,51,000
17
10,00,00,000
2,80,600
(10,02,80,600)
1,02,82,84,000
Capital
20,31,11,000
18