August 10, 2017 Trimester:172 Course ID: MKT 3336 Course Title: Marketing Management

1. REPORT
Prepared For
Kawsar Ahmmed
Associate Professor- Marketing
School of Business & Economics
Prepared By
Name ID
Shagufta Rahman 111151022
Taiyeb Ahmed 111151349
Sharmin Jahan 111151396
Ruhama Tabassum 111151446
Tanzib Wasif 111151470
August 10, 2017
United International University

2. 1
Partex Beverage Limited
Assessing Which
Company Departments
Are Customer-Minded

3. 2
Contents
1. COMPANY PROFILE......................................................................................................................3
1.1. Mission...............................................................................................................................3
1.2. History................................................................................................................................3
1.3. Market Appearance .............................................................................................................3
1.4. Products..............................................................................................................................4
1.5. Career.................................................................................................................................4
2. ANALYSIS....................................................................................................................................5
2.1. Interpretations ....................................................................................................................5
2.2. SWOT Analysis...................................................................................................................10

4. 3
1. COMPANY PROFILE
1.1.Mission
The mission of Partex Beverage Ltd is to provide value at an economic cost, progress in
diversity, and continue to contribute to the growth of industrialization in Bangladesh by being
the market challenger.
1.2.History
Royal Crown Company Inc., originally called the Union Bottling Works, was born in Columbus,
Ga. in 1905. A young graduate pharmacist, Claud A. Hatcher, began creating his own soft drinks
in the basement of his family's wholesale grocery business. From these humble beginnings,
Royal Crown Cola Co. grew to be the third largest soft drink company in America.
In 1994, Mr. M. A. Hashem, Chairman of Partex Group visited an International Trade Exhibition
in the US, where he happened to meet the executives of Royal Crown Cola Co. International.
From then on he started conceptualizing the idea of “RC” beverage brand in Bangladesh. With
international brand name recognition and quality he expected that it would gain acceptability in
the Bangladesh market. When he returned, a wide range of marketing research was carried out
by Partex as well as RC International. After positive results, in 1996, the Corporate Head and the
Directors formed Partex Beverage Ltd. Mr. Rubel Aziz, one of the pioneers of the concept of RC,
was given the position of Managing Director. Funds worth Tk. 10 Crore were raised as part of
Equity from the Group. Although registered as a Public Limited Company, no public offerings
have been made as yet. The factory was setup in Rajendrapur, 40km away from Dhaka city. The
company commenced commercial production on 6th October 1997, and RC was launched in
Dhaka on 20th October 1997. This is the story of how Partex Beverage Limited became the sole
official bottler of Royal Crown Cola Co. International.
1.3. Market Appearance
In 20th October, 1997, the company first made its market appearance through Introduction of
RC Flavors (RC Col, Royal Cloudy Lemon, Royal Orange, Upper 10) in 300 ml Glass bottle in
Greater Dhaka, through 25 distributors.
In 1998, it introduced the same product line up in Greater Chittagong, through 10 distributors
in 25th June and in Greater Noakhali, through 4 distributors in 24th August. In 28th October just
before the closing stage of 1998, after assigning of 4 new distributors, Partex Beverage began
distributing in Comilla, which added to its penetration in southern region.
In 20th May, 1999, to add its line of products, Partex Beverage introduced three of RC’s flavors
(RC Cola, Cloudy Lemon and Royal Orange) in 1 liter Glass bottles. In one shot, this new size was
introduced to all its existing markets (Greater Dhaka, Chittagong, Noakhali and Comilla).

5. 4
In 15th March, 2000, for the first time in Bangladesh, as planned, Partex Beverage launched RC
flavors in the revolutionary food grade PET bottles in two sizes- 1.0 and 1.5 liter, in Greater
Dhaka. Within a few weeks Partex Beverage, went on to penetrate not only their existing
markets, but also markets that they have left unexplored due to the constraints of glass
packaging. In 26th March, Just before the Asia Cup, which was held in Dhaka, Partex Beverage
added a feather to its cap, by launching its own mineral water brand, MUM. It was introduced
in food grade PET in two sizes- 0.5 and 1.5L. In 6th April, they launched their products in Sylhet,
one of the largest markets in Bangladesh, with the introduction of RC Flavors and MUM in PET.
This PBL did by mobilization of distributors of the Danish Distribution Network. By this pointing
time, Partex Beverage had mobilizing a total of 101 distributors.
1.4.Products
The products that Partex Beverage offer includes RC Cola, RC Orange, Upper 10, RC Lemon,
MUM Mineral Water, Big Boss, RC Can.
1.5.Career
Partex is an equal opportunity employer and do not discriminate against any individual,
employee, or application for employment on the basis of race, color, marital status, religion,
age, sex, sexual orientation, national origin, handicap, or any other legally protected status
recognized by federal, state or local law.
Wherever anyone work with them, they can expect to be part of a dynamic company with an
innovative, entrepreneurial culture; one that strives for excellence – and gives employees the
space and support to explore their potential.
They believe it is important to attract and retain the very best people who will contribute ideas
and really make a difference.
Now it has been almost 3 years since then, and a number of new products, in new and
innovative packages have been introduced to the market. Partex Beverage has also introduced
RC outside Dhaka into unexplored markets. The company is proud about that they have stuck to
their mission and are now worth over Taka 80 crores (US$ 16 Million).

6. 5
2. ANALYSIS
2.1.Interpretations
Interpretation: The R&D people spend time to meet customers and listen to their problems.
They are co-operative with marketing, manufacturing and other departments. They also
benchmark their products with other departments. But they are average at seeking customer
suggestion and satisfaction. Based on the suggestions they get from customers they improve
their products.
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
1 2 3 4 5
Researchand Development
Department
Series1
0
1
2
3
4
5
6
1 2 3
Purchasing Department
Series1

7. 6
Interpretation: The purchasing department proactively searches for the suppliers for their
products. They are average at building long term relationship with reliable suppliers. This
department strictly doesn’t compromise quality for saving price.
Interpretation: The manufacturing department invites their customers to visit plants. They visit
supplier’s plants but not regularly. This department always willingly works overtime to meet
promised delivery schedules. They give average effort for searching ways to produce goods at
lower cost. The department continuously works for zero defect products and product
improvement. But this department doesn’t meet customer’s requirement for customization.
Interpretation: The marketing department of Partex beverages LTD studies customer needs
and wants in making the market segmentation. This department allocates marketing effort in
0
1
2
3
4
5
6
1 2 3 4 5 6
Manufacturing Department
Series1
0
1
2
3
4
5
6
1 2 3 4 5 6
Marketing Department
Series1

8. 7
relation to the long run profit potential of the targeted segments. This department gives
maximum effort in develop winning offers for each of their target segments. This department
also measures company image and customer satisfaction on a continuous basis. The marketing
department continuously gathers and evaluates ideas for new products. But they are average at
urging other departments to be customer centered.
Interpretation: The sales department of Partex Beverages LTD has specialized knowledge of
their customer needs. This department always tries to give customer the best solution. This
department only makes promises that they can keep. This department gives feedback to the in
charge of product/ service development. The sales department serves the same customers for a
long period of time.
0
1
2
3
4
5
6
1 2 3 4 5
Sales Department
Series1
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
1 2
Logistics Department
Series1

9. 8
Interpretation: The logistics department of Partex group sets a high standard for service
delivery time to the customer and it meets this standard consistently. The department answers
questions, handle complaints and resolve their problems in a friendly, satisfactory, timely and
knowledgeable manner.
Interpretation: Partex accounting department prepared periodic reports by product, market,
segment, geographic areas, order sizes channels and customers. This department also prepared
invoices to customer needs and customers courteously and as soon as possible.
Interpretation: Their finance department understands marketing expenditures very well, that is
produces long term customer preference and loyalty. They are very much supportive to their
marketing department. The financial packages it offers are well suited with customer’s financial
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
1 2
Accounting Department
Series1
0
1
2
3
4
5
6
1 2 3
Finance Department
Series1

10. 9
requirements. The department is very much quick in determining possibility a borrower may or
may not default on his debt obligations.
Interpretation: Public relations department ordinarily collect favorable and unfavorable
feedbacks. The department plays role as an internal customer and public advocate to better the
policies and practices of the company.
Interpretation: Finance department has the highest point on customer orientation which
means they are the most customer minded department in Partex Beverage Ltd. According to
the chart manufacturing department and public relation department are jointly in the lowest
position on becoming customer minded department. But still their results are positive as the
both department got 3.5 point which is greater than 3
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
1 2
Public Relations Department
Series1
3.8 4
3.5
4 4.4 4 4
4.666667
3.5
AssessingWhich CompanyDepartments Are
Customer-Mindedin PartexBeverage Ltd
Series1

11. 10
2.2. SWOT Analysis
SWOT analysis is an important framework for analyzing organization’s strengths, weaknesses,
opportunities and threats that organization faces. It is often for strategic planning. But SWOT
analysis can also be used to increase and build upon customer satisfaction. It helps to focus on
strengths, minimize threats, and take the greatest possible advantage of opportunities
available. SWOT analyzes the internal factors that impact organization activities such as
strength and weakness; this type of analysis also examines external factors, such as
opportunities and threats that affect organization activities.
Strengths:
 R&D is co-operative with other departments.
 They improve their product based on customers’ suggestions.
 Workers willingly do overtime to deliver the product timely.
 Workers work for producing improved and zero defect products.
 A continuous evaluation gathers by the marketing department.
 Sales department has specialized knowledge of customer needs.
 The sales department can serve the same customers for a long period of time.
 Logistics department highly maintains time to deliver products.
 The logistics department resolves the customers’ problem quickly by answering
questions, handling complaints.
 Accounting department prepared invoices to customer needs and customers
courteously and in no time.
 Their finance department is very much supportive to their marketing and does right
expenditure.
 The finance department is very much efficient in determining possibility a borrower may
or may not default on his debt obligations.
 The public relations department work hard to better the policies and practices of the
company by working like customers advocate.
Weaknesses:
 R&D department is indifferent at seeking customers’ suggestions and satisfaction.
 Workers do not give much effort to do their production at a lower cost.
 Manufacturing department does not produce customized products.
 Marketing department is average at urging other departments to be customer
centered.

12. 11
Opportunities:
 Purchasing department is very quality concerned that helps the company to drag the
customers.
 R&D people meet and listen to the problems of the customers which attract customers.
 Manufacturing department gives the opportunity to visit their plants.
 Marketing department allocate their marketing effort for long run profit potential.
 Workers of manufacturing department work so hard to do the work more efficiently and
maximize shareholders value.
 Efficient employees of each department will add value to the national economy as well as
participate in social development.
Threats:
 Purchasing department is average at maintaining good relationship with reliable
suppliers.
 Competitors can easily copy their production process as they allow outsiders to visit
their plants.
 Competitors could grab their customers by making cheaper substitute products as the
manufacturing department is less concerned about price.
 New Beverage Company could enter in the market.