An effort to create Market Plan for a local industry Indus Marble (Pvt) LTD

1. Fahad Iqbal

2.  Many companies, large and small, have a country
notebook for each country in which they do business.
 Contains information a marketer should be aware of when
making decisions involving a specific country market
 As new information is collected, the country notebook is
continually updated by the country or product manager
 New-product introductions, changes in advertising
programs, and other marketing program decisions begin
with the country notebook.

4.  Pakistan based Marble and Granite company
 Started as a manufacturer, supplier and
wholesalers of quality marble and granite since
2001
 Exporting first-class material around the world
 Highly knowledgeable sales team and trained to
provide superior customer service

5.  Largest quarries and stone factories in
Pakistan
 Specialize in providing a large variety of
granite specially:
 Khyber gold
 Imperial white
 Sado pink
 Black rose
 Jet black granite
 Marble

6. Specialize in:
 Flooring
 Stairs
 Wall Panel
 Counter top
 VanityTop
 KitchenTop
 TableTop
 Pattern Design

9.  Guidelines for market data collection and
analysis
1. Guideline for cultural analysis
2. Guideline for economic analysis
3. Guideline for market audit and competitive
analysis
4. Guideline for preliminary marketing plan

10.  Introduction of Company
 Products to be Exported:
 Flooring
 Stairs
 Wall Panel
 Trading Country: Bangladesh

11.  World's eighth-most popular country, with
over 160 million people
 Located in South Asia
 Bordered by:
 India in the north,
 The Bay of Bengal in the east and west,
 While Myanmar surrounds it to the south

12.  Climate:
 Tropical with a mild winter from October to March
 Hot, humid summer from March to June
 Warm and humid monsoon season lasts from
June to October
 Never recorded an air temperature below O°C

13.  Family:
 Extended family in past
 Currently Nuclear family because of urbanization and
industrialization
 Ordinarily Father is family-head
 Parents ordinarily select spouses for their
children
 Women in Bangladesh remained considerably
inferior to that of men

14. Total 78.56%
Male 85.09%
Female 72.03%
Compulsory Education: 12Years

15.  Democratic Republic
 Prime Minister is the head of Government
 Three major Political Parties
 Bangladesh Nationalist Party (BNP)
 Bangladesh Awami League
 Jatiya Party

16.  Union Councils
 Maintenance of law and order
 Adoption and implementation of development
schemes
 Providing public welfare services.
 District Councils
 construction and maintenance of roads, bridges,
building hospitals etc

17.  Primarily in accordance with English Legal
System
 Islamic Law country

18.  Subcultures
 Ethnic
 Religious – Muslims, Christians, Buddhist
 Regional – Southern, Northern and Coastal
 Ethnic Groups
 Bengali (98%)
 Khasi
 Biharis
 Chakma
 Mundas

19.  Muslims (86% of Population)
 Hindus (12%)
 Buddhist, Christian etc. (1%)
Music
 Classical (Indian Subcontinent)
 Folk
 Modern

20.  Highly imbalanced diet
 Lacks vitamins and minerals
 Rice and cereal (80%)
 Vegetables (3%)
Foods Available
 Rice

21.  Women – Sarees
 Males – Punjabis, Pajamas, Kurta, Lungi
 Hindu – Dhuty
 Common Dresses – Shirts and Pants
Housing
 Straw and Bamboo walls (20%)
 Mud Brick Houses (18%)
 CementWalls (62%)

22.  Cricket
 Football
 Kabaddi (National Sport)
Language
 Bengali (Official)
 Urdu
 Hindi
 Bihari

24.  156.05 million (2013 et)
 Growth Rate 1.292%
 Birth Rates 24.68% per 1000
 Life expectancy 60Years
 Percentage of males – 47.9
 Percentage of females – 54%

25.  498.8 Billion $ (2013)
 Per capital income 3190 $ (2013)
Minerals and Resources
 Natural Gas
 Coal
 Hard Rock

26.  Trains
 Land Communication (Roads and Highways)
 Widely Used (Busses, Bullock Carts, Cars)
 Water communication (Boats)
 Air Communications (Bangladesh Biman)

27.  52% Employed
 30% Self Employed
 18% Jobs on daily Basis
Principal Industry
 Food

28.  Major Exports: Rice, Garments, Leather, Frozen
Fish
 Major Imports: Machinery, chemicals, cement,
iron, marble, petroleum products
Exchange Rates
 FourTypes: Fixed, Floating, Managed, Pegged
 Current Exchange Rate : 0.013 US $

29.  Tariffs:
 Import taxes revenue 40%
 Agriculture tariffs 28.8%
 Non-agricultural tariff 18.5%
 Custom Duty 13.8%
Licensing
 Most goods do not require import license
 Prior approval is required for restricted goods
 No tariff quotas on import

30.  Size – 77.6 million
 Inflation Rate – 6.32’
 Unemployment Rate – 5%
Science andTechnology
 Nuclear research 1960s
 Internet use 21.27%

31. Producer
Exporter
Importer
Optional – Sales Representatives
Retailer
Customer

32.  Exporters
 A.J Enterprise
 PromiTrade International
 Ask
 Importers
 KhanTrading Corporation
 Ranger International
 A & Q Corporation

33.  Print (Amar Desh, Daily Azadi, Daily Destiny etc)
 Broadcast (ATN Bangla, Banglavision, DeshTv
etc)
 Online mass media (over 600,000 internet users)

35.  Relative Advantage
 Different variety of colors of Granite
 Compatibility
 Latest designs
 High quality
 Different sizes

36.  Complexity
 Easy to install
 Trailability
 Samples
 Observability
 Innovation in designs

37.  Major Marble Importers
 AMGL
 Marble De Carrara Pvt Ltd
 Online Orders by companies
Transportation
 Roads
 Railways

38.  Typical Retail Outlets
 Shafa Marble
 Green Granite Pvt Ltd
 Euro Marble Industries
 Northern Marble Industries

39.  Product use pattern depends on:
 Values
 Perceptions
 Subculture
 Education
 Buying Habits
 Interested in products like foods, decoration,
household appliances

40.  Widely used media –TV
 Newspaper
 Advertising agencies
 Grey advertising
 Mediacom
 Clockwork
 Interspeed Advertising

41.  Initially
 Absorption Pricing Strategy
 Value Pricing Strategy

42.  Major Competitors
 Green Granite and Marble Ltd
▪ Marble ,Tiles, Granite
 B & D Marble and Granite
▪ Granite Benches, Headstones,Vaults

43.  Estimated Industry Sales
 22.64 Million $ /Year
 Estimated Sales of Company
 2.5 Million $ /Year

44.  KhanTrading Corporation
 Ranger International
 A & Q Corporation

45.  Target Market
 Construction Companies
 Marble Importers

46. 0
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Sales (Million $)
Sales

47. 0
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1st Year 2nd Year 3rd Year 4th Year
Sales (Million $)
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48. S W
O T

49.  Good quality
 Unique designs
 Variety of colors
 Low cost of Production
Weaknesses
 No manufacturing industry in Bangladesh

50.  Large, diversified and potential Market
 Cheap Labor Rates
 Easy creation and development of production
centers
Threats
 Competitors
 Increase in taxes

51.  Core Component
 Modification Not required
 Packaging
 Modification Not Required
 Support Services
 Not Required

52.  Newspaper (First Priority)
 Television
Sales Promotions
 Discounts:
 100 Free tiles per 1000 tiles
Other Promotional Methods
 Direct contact with Contractors

54.  Bill of lading
 Dock Receipt
 Commercial Invoice
 Shipper’s Export Declaration

55.  Retailers
 Initially 5 retailers in Dhaka
 Methods of operation 50% Cash and 50% Credit
 Scale of operation – Initially Small

56.  Finances
 Initially 6 million $
 Personnel
 Bangladesh Export Department
▪ 40 Employees in office