Master Paper

on
Marketing Strategy on Refrigerator Product: A Case Study on Walton Bangladesh
Prepared by:

SAYFUL ISLAM
ID No.: 15-1-33-411-009
Master of Business Administration Program (MBA)
School of Business
Bangladesh Open University
Contact Number: 01912782251

Project Guide

MD. TARIKUL ISLAM

BBA & MBA (Major in Marketing), DU
Assistant Professor (Marketing)
Bangladesh Open University
Mob:01720581050
E-mail: tarikuldu05@yahoo.com

Submitted Through

MD. MAHFUZUR RAHMAN

Lecturer,
School of Business BOU
School of Business
and Coordinator, MBA Program
Bangladesh Open University
Dhaka RC

Approved By:

Dean
School of Business
Bangladesh Open University
Gazipur-1705, Bangladesh
Date of Submission: 23rd March, 2018

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 Letter of Transmittal
Date: 23rd March 2018
Md. Tarikul Islam
BBA & MBA (Major in Marketing), DU
Assistant Professor (Marketing)
Bangladesh Open University
Mob:01720581050

Dear Sir,

Assalamu Alaikum,
This is my pleasure to present my research report on: Marketing Strategy on Refrigerator
Product: A Case Study on Walton Bangladesh Which I was assigned by your good self.

I have tried my best to complete the report with the necessary information and suggested
proposals in quite a concise and comprehensive manner as possible.

I hope that the report will meet the expectations.

Sincerely yours,

---------------------------
Sayful Islam
ID No.: 15-1-33-411-009
Master of Business Administration Program (MBA)
School of Business
Bangladesh Open University
Contact Number: 01912782251

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 SUPERVISOR’S CERTIFICATION

This is to certify that the master paper Marketing Strategy on Refrigerator Product: A Case
Study on Walton Bangladesh has been prepared as a part of completion of the MBA program
from School of Business of Bangladesh Open University, carried out by Sayful Islam, bearing
ID: 15-1-33-411-009 under my supervision. The report or the information will not be used for
any other purposes.

---------------------------------------------
Md. Tarikul Islam
BBA & MBA (Major in Marketing), DU
Assistant Professor (Marketing)
Bangladesh Open University
Mob:01720581050

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 DECLARATION OF STUDENT

I am Sayful Islam, the student of Master of Business Administration bearing ID: 151-33-411-
009 major in Marketing from Bangladesh Open University, would like to declare here that the
thesis report on Marketing Strategy On Shopping Product Of Walton Bangladesh: A Case Study
has been authentically prepared by me under the intensive supervision and guidance of Md.
Tarikul Islam, Assistant Professor (Marketing), School of Business, Bangladesh Open
University.

I also declare that the thesis report is prepared for academic purpose only and which I have not
submitted for any other degree before.

---------------------------
Sayful Islam
ID No.: 15-1-33-411-009
Master of Business Administration Program (MBA)
School of Business
Bangladesh Open University
Contact Number: 01912782251

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 ACKNOWLEDGEMENT

At first, I would like to express my deep gratitude to Almighty Allah the supreme authority of
the universe.

I want to express my thankfulness to my supervisors. Md. Tarikul Islam, Assistant Professor

(Marketing), School of Business, Bangladesh Open University for her direction, constant and
spontaneous support, efficient supervision and constructive suggestions. I am very grateful to my
supervisor, for guiding me to complete my Thesis program. I am also highly indebted to her for
the scholarly and constructive suggestion, which was of much assistance to prepare the report on
Marketing Strategy On Shopping Product Of Walton Bangladesh: A Case Study.

I concede the aesthetic contribution Md. Mahfuzur Rahman, Lecturer, Economics, BOU.
coordinator MBA Program Dhaka Study, Centre,, BOU for providing required information and
highlighting the existing human resource management practices of the organization. His erudite
guideline contributed a lot for writing this report.

Finally, I want to give thanks to my parents & wife who gave special attention to me from the
very beginning and during internship program and preparation of the report.

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 Table of Contents
CONTENTS PAG. NO
Letter of Transmittal ii
Supervisors Certification iii
Declaration of Students iv
Acknowledgment v
Table of Contents vi-vii
Executive Summary viii
CHAPTER-1: INTRODUCTION 1-4
1.1 Introduction
1.2 Statement of the Problems
1.3 Importance of the Study
1.4 Objective of the Study
1.5 Scope of the Study
1.6. Limitations of the Study
CHAPTER-2 : LITERATURE REVIEW 4-22
2.1 Literature Review
2.2 Theoretical Aspects
2.3 7P’s in Detail
2.4 Product Differentiation Marketing Strategy:
2.6 Service Differentiation:
2.7 Product Life-Cycle Marketing strategies:
CHAPTER -3: METHODOLOGY OF THE STUDY 23-26
3.1 Methodology of the Study
3.1.1 Sources of Data
3.1.2 Secondary Data
3.1.3 Primary Data
3.2 Sampling Method:
3.2.1 Sample Size
3.2.2 Target Population

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3.3 Survey Method
3.4 Data Information Required
CHAPTER-4 : OVERVIEW OF WALTON 27-41
4.1 Overview of Walton
4.2 Company Profile
4. 3 Management of Walton:
4. 4 Walton Product gallery:
4. 5 Business Concept:
4. 6 Mission

4. 7 Goal

4. 8 Objective

4. 9 Organizational Structure of WALTON

4. 10 Showroom Activities:
4.11 Products Manufactured
4. 12 Product analysis
4. 13 Product classifications
4. 14 Products of Walton:
Chapter -5: Analysis and Interpretation 42-73
5.1 Marketing Strategy
5.2 What is strategic Marketing Plan?
5.3 Theoretical Aspects
5.4 Marketing Mix
5.5 7P’s in Detail
5.6 Product Differentiation Marketing Strategy:
5.7 Service Differentiation:
5.8. Product Life-Cycle Marketing strategies:
5.9 Marketing Strategy & Marketing Mix4P
5.10 WALTON Marketing Mix
5.11 Product analysis

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5.12 Consumer Analysis:
5.13 Promotion Activity and Advertisement
5.14 SWOT Analysis of WALTON
Chapter-6: Summary, Conclusion & Recommendation 74-76
6.1. Summary
6.2 Conclusion
8.3 Recommendation
References 77
Appendix 78-79
Questionnaire

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 Executive Summary

Master paper program is an important part of MBA program. Along with the theoretical
knowledge, practical knowledge is much crucial for MBA students. Keeping this in mind that,
the thesis program is organized by the department in some particular organization to give the
students exposure to the real world business. Marketing Strategy On Shopping Product of
Walton Ltd. Walton is a familiar brand name in Bangladesh. At present time Walton has
occupied a large number of shares in home country with their producing products. Actually
Walton’s electrical products are the most popular brand of RB group under its own manufacture.
I have tried to prepare the report in such a way that it reflects what I learn during the orientation
period. I tried to clarify my experience with practical knowledge on overall corporate &
customer service activities. Walton Hi-Tech has a strong marketing network by three different
types of sales outlet. The company desires to provide the latest technology based products with
innovative design, excellent quality and many different models & capacities. In this concern
Management of Walton HIL ensures their commitments for quality at any cost. The customer
analysis for the Shopping product of WALTON Hi-Tech Industries Ltd. has been done through a
market survey. And on the basis of that survey customer analysis has been made. From the study
of Competitive market analyze of Shopping Product, it can be concluded that functions followed
by WALTON Company Ltd. is comparatively good.

Customers are not very well-known about WALTON product like due to the drawback of
advertisement. Advertisement is one of the key issues of sales growth through which Konka.
Nova and some other non-brand are doing very well in sales. Konka and Walton are most
demanding in the gray market because of lower price, nice getup and for guarantor period.
Demand of Shopping Product is increasing day by day which is a positive sign for WALTON.
Price is the first choice of the customer for purchasing Shopping Product in the gray market but
brand loyalty and quality are not ignorable.

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