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This business will produce and supply of sweet item, bakery, fast food, and home made food
item. The items will be sold in wholesale and retail basis on its own outlets. It will also supply
the food items in different social arrangement like marriage, milad, etc.
Environmental Analysis
A business converts inputs into outputs in order to make a profit. However, our business
BANALATA SWEETS does not exist in a vacuum; it also exists within an external
environment consisting of the actions of other players who are outside the business. The main
Social It deals with how consumers, households and communities behave and their
pensioners in a population. In our country each occasion there is a special need of sweets.
It is a tradition of our culture that every occasion there is need of some traditional sweets,
will be their duty to get registration from the BSTI. It also needed to get registered from
the Dhaka City Corporation for trade license. Tax Identification Number (TIN) to pay the
spending, general demand, interest rates, exchange rates and other economic factors. For
CHAPTER 2
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BANALATA SWEETS these factors may not affect that much but the general demand
Political Changes in government policy might affect the business e.g. a decision of
operating the business. Like in the political action like Hartal, Political Meeting, Political
of producing sweets will be strictly observed by the supervisor. For maintain the quality
Ethical We, BANALATA SWEETS very much concerned about the hygienic factors
of our quality. The main concerning factor is to provide quality foods to get higher
customer satisfaction.
Competitors There are already some existing competitors in market, like: Ali Sweets,
Bonoful, Prince, etc. To compete with this type of old and popular sweets stores so, we
should make many things in concern, like: the location, customer profile, etc.
Focus should be on task environment. For BANALATA SWEETS, our focus factors are:
Industry Demand: The demand for sweets is not fixed; rather in occasional program its
demand is significant. Like: S.S.C, H.S.C result date, Puja, Marriage ceremony etc.
Competition: Though a business does not want competition from other businesses,
inevitably most will face a degree of competition. The BANALATA SWEETS will not
in exception case. But our location of business may help it to achieve its target.
The BANALATA SWEETS could react to an increase in competition in future in the following
ways:
Improve quality: it may increases the cost but ultimately it may help to increase
customer satisfaction.
Cut costs: by using cheaper materials, make some workers redundant cost may be
reduced in future.
The main mission is to established profitable and quality sweet manufacturing firm. We want to
establish sweet store which will be renowned for its quality and create a brand image. We have
already started our business from 2009. This firm will be successful in future because our aim is
attainable and our spirit is strong enough to achieve our goal. After deciding to start the sweet
business, four of us are finding a name for our shop. Umme Salma one of our partner suggest a
name that is BANALATA. She also gives the justification behind this name, she select this
name after the name of Banalata Sen of Nator. And the other reason behind it is that she wants to
gift something natural to the customer. This idea impresses us and immediately it is decided to
We will try to produce each and every type of sweets. We are trying to produce all the
traditionally preferable sweets and also want to bring some sweets items from other place like:
Tangails Chomchom, Baguras Doi, etc to get customers higher satisfaction. Lalmohon,
kalojaam, roshogollah, shondesh, chomchom & yoghurt should be our main special sweets
which will be produced in our production house first. We offer Tangails Chomchom, Baguras
Doi because customers even now want the Doi made in Bagura, Chamcham made in Tangail
rather than made in here. So these sweets we try to bring here which may differentiate us from
our competitors. Again we have an idea to introduce special sweets for diabetic patients and we
are quite sure that it will help us to differentiate ourselves and providing the customers the real
We try to locate our business in Pallabi-Mirpur. We chose the place by considering some factors,
like: In Pallabi we have own land and building which will be easy for us to make a Sweet Store.
It is about one Bigha. Behind the main building their is a Pucca tin shed building which will be
The only community center named Appayon is situated near our located store, which is always
busy with different ceremonies; seminars etc. It may help us to increase our sales volume. Our
building is besides a market place which will also help in increasing our sales volume. And
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another important factor behind choosing this location is that Mirpur is developing day by day.
Lots of housing societies and individual entrepreneurs are making multistoried buildings in
Pallabi areas. In Mirpur the development of the number of garments industries are significant.
So, we have a huge chance of attracting customers and gaining a brand name.
We are already found sufficient Karigar for our business. But it was a difficult task for us to
manage the Karigar. Later we were able to employ only 8 karigar for our shop. But with these
We collect our initial capital by generates loan for the capital, from our savings amount and
some cash from one of our partners father which he invests for our business. In the way we will
able to accumulate 2.5 lakh taka as an initial invest. With this amount we will try to start our
Marketing plan
We know that for analyzing market demand for first, it is very important to analyze the situation
and specify the objective of the project. It is very important to understand the current market
situation; the demand for Sweets is always same. Means in our country whatever the occasion it
is whether religious occasions, or ceremony parties, or any occasion sweet is must. The main
objective of BANALATA SWEETS is to provide high quality and hygienic sweets in local
market, because the people;e are now-a- days more concern about their health and nutrition. In
this Pallabi of Mirpur there are already exists some sweets stores but we want to provide better
products with various types of flavors to our local customers. Though the new product of us has
been received a new market challenge to cope with the existing companies. However, the
Sweets are always favorable to all. So, its difficult for us to segment the market. We will
obviously ensure about the quality of our sweets and its variety of flavors. But we want to make
us differentiate ourselves by providing special diabetic sweets for diabetic patient specially. We
mainly go for geographical segmentation first, where our main target is the pallbis people of
Mirpur. We also projected an assumption of numeric figure that our local customers means the
people of pollobi are about 60% others come from outside the Pollobi about 40%. We can show
BANALATA SWEETS is a new firm and it can take opportunity of easy to enter in market.
Means in this market it is easy to enter for any organization. Consumer income is increasing-
which may also work as our opportunities. Our country is on the rise in economy our consumer
income is increasing. And as a result of better income the consumers are willing to pay for
hygienic commodities. BANALATA SWEETS may have to face some threats in their
business, like: they may face the threat in term of capture the market because already there are
some existing popular sweet stores in Mirpur so; its a challenge to capture the market share.
Core Strength: Proving high quality product and also want to give some new flavor.
Image: We will try to build our image with our quality products gradually.
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Competitors: The major weakness of our firm is that there is already some existing
market. So, it has no brand or image in the market. Whereas our major competitors like
Muslim, Prince, Bonoful and all other major rivals have strong brand identification in the
market.
We also done the PEST analysis and find that there is not such thing that may cause any threat
or weakness for us rather we get positive results which also influences to start the business as
soon as possible.
BANALATA SWEETSs marketing goal is to introduce us to the local and targeted people
about our quality and brand. To achieve the goal we also take some sorts of marketing strategies.
The main objectives are to gain the higher customer satisfaction with our high quality products
and the some sort of customer services like: for local people we will provide home delivery
services.
BANALATA SWEETSs positioning will be the product quality and its features to its
geographical segmented target customers. With its ability to provide hygienic high quality
sweets product, BANALATA SWEEETS can serve all these consumers and can achieve
satisfaction.
Mission:
BANALATA SWEEETS will produce high quality food items and will try to bring newer
tastes and flavor in its products maintaining the quality standard to gain customer satisfaction.
We also try to provide our products to our targeted customers with a reasonable price.
Non-financial objectives:
The non-financial objectives are: to cerate and maintain a very healthy growth of business with
desired image ensuring the quality first, will try to add a new taste and flavor of sweets, and to
Financial Objective:
The main financial objective is to earn a strong profit base in the first few years because we
know that it can bear profit only for a short time but in the long run it will not work. Another
Segmentation:
with the consideration of behavioral factor like occasion, user status, and user rate.
BANALATA SWEEETSs primarily target the all people of Pallabi and also other people
outside of Pallabi for which we make focus on the location in terms of choosing the business
place.
Positioning:
Using high quality and focusing on the location of it, we are positioning BANALATA
SWEEETS as the identical product. The marketing strategy will focus on the providing quality
food product as the main feature. We will also try to introduce some different taste and feature
to our products.
Product quality
Consumers preference
Our marketing strategy will create awareness, interest, and appeal from our target market for
strategy, customer services, pricing strategy, placing strategy, and promotional or distributional
strategy.
Product Strategy:
People are more conscious about food day to day because it is directly related with the health and
another reason behind it that the income of the people are increasing with our economy. Here our
prime focused segment is the Pallabis people. The BANALATA SWEEETS focuses in to
introduce high quality sweets with various tastes and flavor and also willing to introduce new
special sweets for the Diabetic patient. Our company mainly wants to establish this
BANALATA SWEEETS as specialty product (Consumer Food Product).We will also want to
follow the organizational marketing strategy and some other marketing strategy. We also expand
our business in bakeries in future. To support our products position in the target market
segment, our product will provide the higher performance quality to our targeted consumers. Our
company will strive for high level of conformance quality. The brand name is BANALATA
SWEEETS a new brand in the market and we tried to follow the strategy to select this brand
name. The BANALATA SWEEETS will provide all sorts of sweets items to gain the higher
customer satisfaction, like- rajvog, kalojam, doi, rosmalai, shondesh, lalmohon, rosogolla,
chomchom, bundia, laddu, and many more various types of sweets to attract the targeted
consumers. We will try to ensure the customer about the products name, brand name, its
content, about its quality, and how hygienic the products are, where it is made, etc. We also give
the opportunity to the customers to taste before buy which will obviously help us to make a
Customer Services:
Customer service is known as the word of mouth. For our company BANALATA SWEEETS
meeting the customer needs and creating loyalty is the primary goals. If the customer services are
poor than the customers may chose to buy from our competitors and reality is that we have to
face a high competition in market. We also have some plan to take some necessary steps to gain
- We will try to provide the home delivery services to the local customers, which
- We will give the option to the customers to taste the sweets before giving
purchase decision.
- The employees performance in term of their behavior with the customers, etc.
Pricing Strategy:
The BANALATA SWEEETS pricing strategy will be Our company will give comparative
benefit to our customer by pricing strategy. Price will be reasonable for the market. Our pricing
objectives will be market share leadership. We will use market-penetration pricing. But, later we
will also price-adjustment strategies like- set the price based on the reasonability towards the
customers and its quality, promotional pricing etc. Our initial pricing will be quality based
pricing. The BANALATA SWEEETS use the market-skimming pricing strategy to set price.
considering some factors, like: In Pallabi we have own land and building which will be easy for
us to make a Sweet Store. It is about one Bigha. Behind the main building their is a Pucca tin
shed building which will be use as factory or manufacturing unit of bakery and sweets. The only
community center named Appayon is situated near our located store, which is always busy
with different ceremonies; seminars etc. It may help us to increase our sales volume. Our
building is besides a market place which will also help in increasing our sales volume. And
another important factor behind choosing this location is that Mirpur is developing day by day.
Lots of housing societies and individual entrepreneurs are making multistoried buildings in
Pallabi areas. In Mirpur the development of the number of garments industries are significant.
So, we have a huge chance of attracting customers and also can build a brand image in market.
Promotional Strategy:
The BANALATA SWEEETS wants to promote both customers and retailers by promotional
Give facilities to the customers to taste our sweets and know about the quality, for first few
days.
Action Plan:
in the middle of this year. We like to introduce an action plan for next six months. We hope that
if the first six months action programs will run well, then we will achieve our objective quickly.
Within these months our main concern is to attain our break even point. We are very concern
about our new product, like product quality, customers acceptability, comparative advantages
etc. We also go for some sort of promotional activities to the consumers by offering them to taste
our sweets in the store which will be free, this will be done not more than 1 week. This offer will
be given just for introducing our sweet to the local people and make them aware about our
As we know when we are able to consider probability or assumption with events, we can
consider it as risk or risky criteria and when we cannot add assumption then it is considered as
risk into return. There are three ways that need to be considered and those are:
competitors are finding it lucrative business. If we define risky factors then that could be fierce
competition among Musilim Sweets, Banaful, Alauddin etc. And another important issue could
be fluctuation of ingredient prices though it will be applicable for all participants but question
As we know, impact of risk is very much harmful for any business but the nature of the risk will
not affect every business equally. The possible consequences for BANALATA SWEETS is
Reduce customer (as increase quality competitors or price fluctuation or lack of
differentiation)
Reduction in sales
measurement)
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Prevention Policy:
Make physical outlet in other areas (as the business grow bigger for diversification)
Find best Sweets concept from best area (will add value)
Keep active workers motivated (as the secret recipe will be hidden for others)
If possible, provide special offers during peak seasons (like; eid, bangle new year,
SSC/HSC resultetc.)
All above issues are prime guidelines for BANALATA SWEETS to always be the superior
The partners of BANALATA SWEETS faced some problems when they starts-up their
business like-
1. Difficult to arrange finance: It was difficult for them to take bank loan or to manage
2. Long hour and hard work: Initially they had to do lots of work because they were
involved for the very first time with such type of business. So, that it was needed long
3. Higher level of stress: This business is full of high level of stress, so that always they
4. Complete responsibility: They were new with such types of business so, they had to
5. Existing Competitors were a big threat: It was a big challenge for BANALATA
SWEETS to compete with the existing competitors in market. The parents have to be
After preparing the business plan some points are found which the entrepreneur could made in
concern which will definitely help them a lot. To obtain the goals and objectives of the
BANALATA SWEETS more efficiently and quickly these points could help a lot:
The members did not prepare the written business plan. But in reality the written business
plan might work as a guideline for the members, and it would also help them in taking the
The members do not preserve the documents of their business, which might cause legal
They did not prepare written forecasted financial statements. For this reasons their
projection is not matched fully with the actual cash inflows-outflows, operational
expenses, assets and liabilities, gross profit/losses, net profit/loss, main part the Sales.
They (Partners) were not concern about the proper accounting system. For this reason
they have to face some problems in calculating the costs that occurred before production.
The members are busy with several activities, for that reason they could not give proper
The partners were made their main focus on profit. Because they dont have any idea
about that BANALATA SWEETS can bear profit only for a short time but in the long
They did not forecasted about the demand of their products by following the demand
factors. So, first they have to face problem of mismatched in the actual demand and their
projection.
They plan for introduce special sweets for the diabetic patient but which can not be
fulfilled in reality.
There is a mismatch in the projection about the raw materials that are needed in actual
manufacturing process.