‘Marketing Strategy of Partex Furniture

In: Business and Management

Submitted By sarkar112
Words 6167
Pages 25
internship report of Partex

INTERNSHIP REPORT

Partex Furniture Industries Ltd.
(A Partex Star Group Company)

REPORT
ON

‘MARKETING STRATEGY OF PARTEX FURNITURE: A STUDY OF PARTEX FURNITURE INDUSTRIES LIMITED’

Prepared for:
Md. Shahin Ahamed Chowdhury
Lecturer
Department of Business Administration
Dhaka International University

Prepared by:
Md. Ershadul Haque
Class Roll No: 11
Registration No: 209181
18th Batch
Program RMBA 1Year Major in Marketing
Dhaka International University

Submission Date: February 26, 2011

Letter of Transmittal

February 26, 2011

To
Md. Shahin Ahamed Chowdhury
Lecturer
Department of Business Administration
Dhaka International University

Dear Sir,

It is my pleasure to hand you the Internship Paper for PARTEX Furniture Indus. Ltd. The Subject of my analysis is Partex Furniture, one of the concerns of the Partex Group- a renowned national conglomerate. The study encompassed, a through analysis of Problem and Pattern of Partex Furniture. I have completed my analysis of the current situation with recommendation that is believed to be fruitful for the concern of the conglomerate.

I would like to thank you for providing me with the opportunity to conduct a study such as this, which help me to gain a deep insight into the activities of the business in complement with the theoretical knowledge provided by Md. Shahin Ahamed Chowdhury. I hope that you enjoy reviewing this report as much as I have enjoyed doing it.

Sincerely

Md. Ershadul Haque
Roll No: 11
Regn. No: 209181
Major in Marketing
Dhaka International University

This…...

Similar Documents

Marketing Strategy

...Marketing Strategy Marketing Strategy trategy Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy trategy Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy Marketing......

Words: 5919 - Pages: 24

Marketing Strategy

...|Group 9 | | |Product Identification | | |“Ergonomic smart chair padding/cushion” | | |Target Market: People who are generally upscale and have an appreciation for ergonomics and design. |/5 | |People who work on computers, sitting at desks, Corporate Executives, Small Business owners and executives,Home offices, partner | | |with furniture dealers, Others: such as gamers, bus drivers,programmers,dentists, tattoo artists and baby boomer executives is an| | |important trend for us. | | |Product: Speciality Product (Ergonomic padding that is designed to solve various physical problems cause by sitting in an office|/5 | |chair all day. They aim to solve back pain, hip, arm , shoulder and wrist problems. The padding has been designed with a smart | | |system that automatically pumps up the paddings to suit your best posture and sitting position. If the seating posture cannot | | |optimized......

Words: 645 - Pages: 3

Marketing Strategy

...The technological environment 3.5 Changes in marketing infrastructure and practices 3.6 New strategies for changing macroenvironments 3.7 The Five Forces model of industry competition 3.8 The product life cycle 3.9 Strategic groups 3.10 Industry evolution and forecasting 3.11 Environmental stability 3.12 SPACE analysis 3.13 The Advantage Matrix Summary Case study: Food group shifts strategy to volume growth PART1 MARKETING STRATEGY CHAPTER 1 MARKET-LED STRATEGIC MANAGEMENT Puma gives the boot to cardboard shoeboxes . 4 Introduction 5 1.1 The marketing concept and market orientation 6 1.2 The resource-based view of marketing 12 14 1.3 Organisational stakeholders 1.4 Marketing fundamentals 19 1.5 The role of marketing in leading strategic management 23 Summary 25 Case study: Consumer trust sees John Lewis set retail pace 25 54 54 55 56 57 59 62 64 65 68 71 74 77 79 81 83 84 85 CHAPTER 2 STRATEGIC MARKETING PLANNING Asos founder turns to online homeware Introduction 2.1 Defining the business purpose or mission 2.2 The marketing strategy process 2.3 Establishing the core strategy 2.4 Creation of the competitive positioning 2.5 Implementation Summary Case study: iPhone 27 27 28 29 32 33 42 45 49 49 CHAPTER 4 C U S T O M E R ANALYSIS Audi to relaunch A2 city model with 'apps' for bespoke features Introduction 87 87 88 viii CONTENTS 4.1 What we need to know about customers 4.2 Marketing research 4.3 The marketing research process 4.4 Organising customer......

Words: 1496 - Pages: 6

Marketing Strategy

...will we implement our marketing spending plans? When will marketing spending plans occur? How much sales, spending, and profits will we achieve? Sales and Marketing Plans This section of the marketing plan outlines each marketing event or action planned to increase sales. The plan will generally cover a calendar year, broken down by month or by quarter. For example, it may contain a summary of quarterly promotion and advertising plans, with spending, timing, and share/shipment goals for each program. Sales and marketing plans should be a logical outgrowth of short- and long-term company objectives and your marketing strategy. In the business plan, the sales and marketing plans provide an outline of each marketing event for the year, covering the following information: description of each event vehicle (for example, media, promotion, trade, sales) timing of each event event goals and objectives (for example, volume, share gains) cost of each event Marketing Strategy Every business owner should develop a written guideline that sets forth the business's marketing strategy. This document is used to judge the appropriateness of each action that the business takes. If a company has to take an action that is off-strategy, it may indicate a temporary emergency action prompted by competition or other factors beyond normal management control. Or it may indicate the need to change or revise the company's marketing strategy. A good marketing strategy provides specific......

Words: 633 - Pages: 3

Marketing Strategy

...http://www.academia.edu/1508051/AirAsia_The_Worlds_Lowest_Cost_Airline Divert customers to on-line channels http://www.ukessays.com/essays/management/the-development-and-history-of-airasia-management-essay.php LCC threats: The Environment, fuel prices, aircraft financing and fees & taxes CAPA > Aviation Analysis > LCC threats: The Environment, fuel prices, aircraft financing and fees & taxes 20th November, 2009 Perhaps typically for this innovative and creative sector, most airline CEOs frequently see threats and opportunities as being part of the same challenge. Even such external threats as high fuel prices are often talked of as being a helpful prompt to improve efficiencies. Part of this can be put down to good marketing talk, but the continuing belief in the “rightness” of the particular model which each airline espouses shines through with the fervour of missionaries. As a consequence, it was often hard to distinguish between when the various CEOs were describing a threat or an opportunity. If this appears to cause contradictions in the following account, then it reflects accurately the inputs. And, in passing it is worth noting that the very fact that so many CEOs were willing – directly, not through intermediaries – to express their views on a range of issues is perhaps at the heart of why the LCC environment is so vibrant and innovative. These airlines are led from the top, by individuals wholly committed to continual improvement. In most......

Words: 4582 - Pages: 19

Marketing Strategy

...DRAGON VALLEY SHOPPING MALL BUSINESS AND MARKETING PLAN 2011 [pic] 1. SITUALTION ANALYSIS This Business and Marketing Plan is produced to provide guidance and direction for the spending of the Special Charge funds collected on behalf of traders in the Dragon Valley Shopping Mall (DVSM). A marketing and business development program for the DVSM was introduced on 1 January 2011 through a special levy on all properties in the centre. It raises an annual budget of about RM88,000 which has been matched by an allocation for capital works in the centre. The DVSM is defined as an area between Jalan Bukit Indah and Jalan Kota Iskandar at its north/south boundary and Jalan Ledang and Jalan Gelang as its east/west boundary. The area is illustrated in the attached plan (Appendix 1). 1.1 Planning environment There are many views on future development of the DVSM. In the current environment however it is important to recognize the influence of Activity Centre planning on future development. In short, major activity centre is planned for a mix of activities, well served by public transport, with a large catchment area and with the potential to grow without conflicting with surrounding land uses. 1.2 SWOT analysis A summary of the DVSM’s existing profile can be expressed in terms of its Strengths, Weaknesses, Opportunities and Threats (SWOT): Strengths • Not just a shopping centre, but a mix of retail, commercial, entertainment and......

Words: 1677 - Pages: 7

Marketing Strategy

...of their employment generating role SMEs in Bangladesh, as in the rest of South Asia, do not realize their potential as significant contributors to sustainable growth and job creation - both of which are particularly needed in this region to offset deep persistent poverty levels. Global trade liberalization, perhaps above all other forces, is reshaping the economies, bringing new possibilities, but also presenting new challenges. This applies to Bangladesh SMEs as well. A survey of the small and micro enterprises operating in the Dhaka metropolitan area showed that enterprises which required between USD 4,000/- to USD 200,000/- financing have no access to any form of financial services as well as overall professional services including marketing, accounting and professional support services. The main source of financing for SMEs in Bangladesh is loans from members of the family and friends. These loans often take time to mobilize and are therefore not helpful in times of emergency. When SMEs turn to the private banks, they mainly do it to obtain loans to cover their working capital needs. But only a small portion of them actually obtains loans from the banks. Trade credit is the second most important source for working capital to many small entrepreneurs. But it is provided at a much higher rate of interest than loans from the banks. Moneylenders are also included in the list of sources of funds for SMEs, but are only used in emergency situations. Finally, supplier credit......

Words: 24753 - Pages: 100

Marketing of a Start Up Furniture Company

...Wild Wood Faculty Farahan Habib Zinnia 4/12/2015 Group project principles of marketing Spring 2015 Team Fantastic 5 ------------------------------------------------- WILDWood Furniture Group project Principles of Marketing MKT202, Section: 14 Faculty FARHANA HABIB ZINNIA (FHZ) FANTASTIC 5 The team members NAME ID Fuad Bin Saif 1411722630 Hossain Ahmed Shuvo 1420947030 Mithila Israt Amey 1411488630 Sohel Rana 1420318030 Ipshita Tasneem Fariha 1410155630 ACKNOWLEDGEMENT The most pleasant part of submitting the report is to get the opportunity. We would like to thank those who have contributed to it a lot. Unfortunately, the list of expression of thanks- no matter how extensive is always incomplete and inadequate. These acknowledgements are no exception. First and foremost we would like to thank almighty Allah for bestowing us the patience and courage to finish this huge task within its deadline. Thanks must go to the team members, whose unflagging patience and astounding......

Words: 3256 - Pages: 14

Marketing Strategy

...Sustainable Export Marketing Strategy Fit and Performance Athina Zeriti, Matthew J. Robson, Stavroula Spyropoulou, and Constantinos N. Leonidou ABSTRACT Despite the growing global importance o f sustainability issues, scant research has examined marketing strategy sustain­ ability issues in international settings. Although significant prior work has examined drivers and performance conse­ quences o f adaptation/standardization o f marketing strategies in international markets, researchers have yet to apply this avenue o f inquiry to sustainable marketing strategies. Building on contingency theory and the concept o f strategic fit, the authors develop a model o f drivers o f sustainable export marketing strategy adaptation and explore the circum­ stances under which such a strategy affects export performance. Using a sample o f U.K. exporters, they find that vari­ ous macro- and microenvironmental factors are responsible for sustainable export marketing strategy adaptation, which shapes the nature o f sustainable export marketing strategy fit and its export venture performance outcomes. The results indicate that sustainable export marketing strategy adaptation is the outcome o f the differences between home and export markets in terms o f economic and technological conditions, competitive intensity, customer characteristics, and stakeholder pressures. Moreover, the performance relevance o f sustainable export marketing strategy adaptation requires adequate fit......

Words: 15078 - Pages: 61

Marketing Strategy

...Strategic Marketing. A literature review on definitions, concepts and boundaries Jorge Mongay Autonomous University of Barcelona, SBS Swiss Business School 2006 Online at http://mpra.ub.uni-muenchen.de/41840/ MPRA Paper No. 41840, posted 9. October 2012 20:07 UTC WORKING PAPER. JM-A1-2006 STRATEGIC MARKETING: A LITERATURE REVIEW ON DEFINITIONS, CONCEPTS AND BOUNDARIES. Dr. Jorge Mongay Autonomous University of Barcelona (UAB) & SBS Swiss Business School 1 WORKING PAPER. JM-A1-2006 Summary 1. Definitions of strategic marketing 2. Aspects of Strategic Marketing 3. Factors in Strategic Marketing 4. Elements of Marketing Strategy 5. Intersections with others disciplines 5.1. Intersection between Strategic Marketing and Marketing Tactics 5.2. Intersection between Strategic Marketing and Corporate Strategy 5.3. How does it Strategic Marketing fit into Corporate Strategy? 6. Final conclusions of the paper 7. References 2 WORKING PAPER. JM-A1-2006 1. STRATEGIC MARKETING AND ITS DEFINITIONS Although most authors speak about some parts of Strategic Marketing, here is included a list of definitions of the term. Some authors appear in different years ( for example, Jain), It is understand that they have added new comments or redefined the term after the years. The table and the definitions have been ordered by year of publication. Author Year Definition Drucker 1973 “ Strategic marketing as......

Words: 11185 - Pages: 45

Marketing Strategy

... Faculty of Economics and Administration | Masaryk University Marketing plan | Yugomar d.o.o. Page 8 of 117 Faculty of Economics and Administration | Masaryk University Marketing plan | Yugomar d.o.o. Masaryk University Faculty of Economics and Administration Marketing plan Master thesis Student: Advisor: 401140 Mladenović Dušan PhD Alena Klapalová Brno, 2013 Page 9 of 117 Faculty of Economics and Administration | Masaryk University Marketing plan | Yugomar d.o.o. Page 10 of 117 Faculty of Economics and Administration | Masaryk University Marketing plan | Yugomar d.o.o. Masaryk University Faculty of Economics and Administration Department of Corporate Economy Academic year 2012/2013 ASSIGNMENT OF DIPLOMA THESIS For: Mladenović Dušan Field: Business Management Title: Marketing plan Principles of t h e s i s w r i t i n g: Objective of the thesis: The main objectives of the thesis are to analyse present market situation of the chosen company concerning its marketing management problem, to analyse the market and to develop marketing plan according the results of analyses. Approach and methods used: 1. Literature search on all relevant topics (marketing strategy, marketing plan, market analyses etc.), 2. current situation and market analyses, 3. proposals of marketing plan. Methods: All relevant methods of market and marketing analysis and market research, e.g. SWOT analysis,......

Words: 31857 - Pages: 128

Marketing Strategy

...Marketing Strategy for Products Tiffany Major - Cooper Marketing Management / MKT 500 Dr. Shirley McLaughlin October 30, 2011 Choices My business Choices will be a Not for Profit, based upon educating women and children in abusive relationships. It would include helping them find resources to remove them from their environment, getting into support groups, other therapeutic techniques and starting educational classes if needed. Choices would need to determine which marketing objectives were needed if it wanted to start. It would also need to determine where it would be in the next year or longer, how Choices would get there, and how it will in point of fact know if it met its goals or not. I believe marketing objectives are very important for Choices, since the company is a not for profit company funding is a major key component that plays a big part in Choices functions. Without the proper funding Major Choice will not exist. Marketing will be important because Choices would be life changing for women and children and would need to take certain steps to make the women and children happy and healthy. Laura Lake in Eight Steps to Marketing Your Nonprofit Organization states “Marketing is an unfamiliar concept for many nonprofit organizations. It's important that these organizations understand that marketing is more than just the old sense of making a sale or obtaining a donation. Marketing is a way to satisfying the consumer and donor needs.” (Lake,......

Words: 1247 - Pages: 5

Marketing Strategies

...Marketing strategies serve as the fundamental underpinning of marketing plans designed to fill market needs and reach marketing objectives.[2] Plans and objectives are generally tested for measurable results. Commonly, marketing strategies are developed as multi-year plans, with a tactical plan detailing specific actions to be accomplished in the current year. Time horizons covered by the marketing plan vary by company, by industry, and by nation, however, time horizons are becoming shorter as the speed of change in the environment increases.[3] Marketing strategies are dynamic and interactive. They are partially planned and partially unplanned. See strategy dynamics. Marketing strategy involves careful scanning of the internal and external environments.[4] Internal environmental factors include the marketing mix, plus performance analysis and strategic constraints.[5] External environmental factors include customer analysis, competitor analysis, target market analysis, as well as evaluation of any elements of the technological, economic, cultural or political/legal environment likely to impact success.[3][6] A key component of marketing strategy is often to keep marketing in line with a company's overarching mission statement.[7] Once a thorough environmental scan is complete, a strategic plan can be constructed to identify business alternatives, establish challenging goals, determine the optimal marketing mix to attain these goals, and detail implementation.[3] A......

Words: 1055 - Pages: 5

Marketing Strategy

...Brand Essence. ........................................................................................................ 18 Brand Identity.......................................................................................................... 18 Brand vision and culture .......................................................................................... 18 Positioning............................................................................................................... 19 Personality ............................................................................................................... 19 Relationships ........................................................................................................... 20 A Strategy for Growth....................................................................................................................20 Market Expansion.................................................................................................... 21 Market Penetration .................................................................................................. 22 Diversification ......................................................................................................... 22 Retail Format Development..................................................................................... 23 Conclusion ................................................................................................................................

Words: 8985 - Pages: 36

Marketing Strategy

...Marketing strategy is a process that can allow an organization to concentrate its limited resources on the greatest opportunities to increase sales and achieve a sustainable competitive advantage.[1] Marketing strategy includes all basic and long-term activities in the field of marketing that deal with the analysis of the strategic initial situation of a company and the formulation, evaluation and selection of market-oriented strategies and therefore contribute to the goals of the company and its marketing objectives.[2] Contents [hide] 1 Developing a marketing strategy 2 Types of strategies 3 Strategic models 4 Real-life marketing 5 See also 6 References 7 Further reading [edit]Developing a marketing strategy Marketing strategies serve as the fundamental underpinning of marketing plans designed to fill market needs and reach marketing objectives.[3] Plans and objectives are generally tested for measurable results. Commonly, marketing strategies are developed as multi-year plans, with a tactical plan detailing specific actions to be accomplished in the current year. Time horizons covered by the marketing plan vary by company, by industry, and by nation, however, time horizons are becoming shorter as the speed of change in the environment increases.[4] Marketing strategies are dynamic and interactive. They are partially planned and partially unplanned. See strategy dynamics. Marketing strategy involves careful scanning of the internal and external......

Words: 1017 - Pages: 5