This is a report about overall situation analysis of fashion houses in Bangladesh.

1. AN OVERALL SITUATION ANALYSIS OF THE FASHION HOUSES IN BAANGLADESH
A STUDY ON “BANGLAR MELA FASHION
HOUSE”

2. AN OVERALL SITUATION ANALYSIS OF THE FASHION HOUSES IN BANGLADESH
A STUDY ON:
SUBMITTED TO:-
HUSNA ARA
Lecturer,
Department of Business Administration
East West University
SUBMITTED BY:-
SL NO NAME OF MEMBERS ID
01 Misbahur Rahman Sagor 2011-1-10-147
Mob:01673007223
Emai: md.sagorshikder@yahoo.com
DATE OF SUBMISSION: - 21-11-2011
EAST WEST UNIVERSITY

3. November 21, 2011
To,
Husna Ara
Lecturer,
Department of Business Administration
East West University
SUBJECT:- REQUEST TO ACCEPT THE TERM PAPER ON AN OVERALL
SITUATION ANALYSIS OF THE FASHION HOUSES IN BANGLADESH: A
STUDY ON “BANGLAR MELA”FASHION HOUSE.
Dear Mam,
We are from your course Principles of Marketing (section-10), are very glad to submit the
given group assignment on an overall situation analysis of the fashion houses in
Bangladesh: A study on “Banglar Mela”. It gives enormous contentment to notify you
that this group has accomplished its report under your kind hearted direct care.
We have devoted our best effort to make the report an informative one. Now, we have
positioned the report before you for your authorization. All members hope that this report
will convince you.
Thanking you.
Your most obedient pupils
______________
Misbahur Rahman Sagor
2011-1-10-147
Department of BBA
_________________
Linea Rahman
2011-1-10-027
Department of BBA
_________________
Sanjoy Kumar Kundu
2011-1-10-150
Department of BBA
_________________
Shah Soheli Iren
2011-1-10-145
Department of BBA
_________________
Mst.Afroza Islam
2011-1-10-169
Department of BBA

4. ACKNOWLEDGEMENT
At the very outset, all praises for almighty Allah for enabling us to complete the task with
good and sound health.
Then, we would like to take this opportunity to express our gratitude to our course
instructor “HusnaAra” (Lecture of EWU) for her continuous inspiration, supervision and
patience.We are glad to see that she has faith on us so that we are given this work.
Without her guidance and support it would not have been possible to come this far.
We would also like to thank the managing director A.K.M. GolamMaola for his
continuous support, inspiration and giving us the opportunity to collect the information
about their different services, products and the quality of those services or products. And
then we are also grateful to the branch manager of “BanglarMela”, Bashundhara City
Branch to help us in different ways and their well behavior .
All the members of this group are grateful to them who have honestly and ultimately
support us in carrying out the study. Specially, we are gratified to our praiseworthy
teacher HusnaAra because of his support gives us the prospect to begin the report
punctually.
Last but not the least; we would like to thank our friends and the persons used in the
survey who helped us to find these information and data.
Finally, we would like to thank our family for their numerous support in both financially
and mentally which helps us lot to finish our task.

5. EXECUTIVE SUMMARY
This report has been equipped for the limited implementation for the marketing
course.Our group have strived to hit upon the management system of popular renowned
fashion houseBanglarMela. This organization is typically in foremost place in this nation
and performing very important job in this country.Over the last ten year, BanglarMela has
been constantly bringing new and world-class product for the Bangladeshi people to
satisfy their wants and demand of life. They work in this country since from 2001; from
this time the company continues the business as an independent company. And its
mission is i to create panoramic designs of cloths by using local traditional fabrics and
promote them in the market with a reasonable price.For promotion they use traditional
media.For the report acceptance information has been accumulated from major and minor
sources. Through this study it is expected that a clear idea of the customers choices.
Therefore, this study tries to give some suggestion to establish a fashion business.

6. TABLE OF CONTENTS
SL.NO TOPICS PAGE
NO
01 (PART A) INTRODUCTION 01-03
1.1 Background of the study 01
1.2 Objective of the study 01
1.3 Data collection method 02
1.4 Limitation of the study 03
02 (PART B) REPORT FINDINGS, ANALYSIS, DISCUSSION 04-20
2.1 Theoretical Foundations 04-05
2.1.1 History 04
2.1.2 Mission 04
2.1.3 Vision 04
2.1.4 Objective 04
2.1.5 Marketing mix 04
2.1.6 BCG matrix 04-05
2.1.7 STP 05
2.1.8 Market share 05
2.2 Company Profile 06-08
2.2.1 History 06
2.2.2 Company name 06
2.2.3 Location 06-07
2.2.4 Founder 07
2.2.5 Capital 07
2.2.6 Investment 07
2.2.7 Logo 07
2.2.8 Slogan 08
2.2.9 Mission 08
2.2.10 Vision 08
2.2.11 Objective 08
2.2.12 Values 08
2.3 Current Marketing Situation 09-10
2.3.1 Market description 09
2.3.2 Market growth 09
2.3.3 Industry 09-10
2.4 Marketing Mix 10-18
2.4.1 Product profile 10-14
2.4.1.1 Characteristics 10
2.4.1.2 Variety 10

7. 2.4.1.3 Quality 11
2.4.1.4 Design 11
2.4.1.5 Features 11
2.4.1.6 Packaging 11
2.4.1.7 Product position through (BCG) matrix 12
2.4.1.8 STP 13
2.4.1.9 Market share 14
2.4.2 Pricing Strategy 14-15
2.4.3 Distribution 16
2.4.3.1 Distribution channel 16
2.4.3.2 Exporting issue 16
2.4.4 Promotion Tools 17-18
2.4.4.1 Tools used for promotion 17
2.4.4.2 Media vehicle 17
2.4.4.3 Message of the each tool 18
2.4.4.4 Effect on sale 18
2.5 SWOT analysis 19-20
03 Conclusion 21
04 Recommendations 22
05 (PART C) Appendix and References 23-25
06 (PART C) Photo Gallery 26-27

8. CHAPTER 01{PART-B}
INTRODUCTION
1.1:-BACKGROUND OF THE STUDY
At the present time business and association is playing an essential responsibility
to develop the financial circumstance of a country. So in the field of trade and association
it is awfully crucial to continue some management. In the association it is used to
continue all sorts of works resembling, monetary, maintain inventory effective
arrangement, numerical uses and record management system etc. All of which create
workings simple, speedy and exact so as fashion house business “BanglarMela”also
exercises structural manage system to boost their trade and widen their situation. Our
group has visited to “BanglarMela” and organized its report. The visitation was took
place in the head office of BanglarMelain Tejgaon andBashundhara City Branch of
BanglarMela and we are very glad for getting the opportunity to accomplish our practical
investigate on BanglarMela. The report will definitely increase the knowledge of other
students to know the fashion house business of Bangladesh
1.2:-OBJECTIVE OF THE STUDY
The objective of study is to gather practical knowledge regarding over all fashion
house business and its operations. Theoretical classes of BBA provide us theories
regarding different subjects where as practical investigate gives us the chances to view
those systems and their operations. The principal intent of this report is to analyze the
trends modern customer‟s services. More precisely we can identify the objective of this
report as follows:
 To fulfill our course requirement of the course curriculum.
 To increase our creativity and gathering experience to work in practical field.
 To find out some major problem area of fashion house in Bangladesh as flows
o Government policy
o Political
o Financial
o House Rent
 To study the services of Branches of BanglarMela
 The preparation of the report will enable to greater concepts of the Fashion house.
 To achieve realistic facts.
 To suggest recommend some necessary steps to solve the existing problems.
1

9. 1.3:-DATA COLLECTION METHOD
To bring out the study equally primary and secondary data were used.
PRIMARY SOURCES
 To gather data, we chiefly used a meeting with the organization
managing director and branch manager (Bashundhara City).
 Direct conversation with consumer.
 Observing their activities.
 Collecting different opinions from consumers.
SECONDARY SOURCES
 As the minor basis here are mostly used the web site of Banglarmela.
 Various records of fashion house.
 Different articles published in the journals & magazines have been used.
2

10. 1.4:-LIMITATION OF THE STUDY
A proverb goes that to achieve some valuable thing have to pass a long way.While
preparing the report, we had toface some obstacles that might have reduced the quality of
the report. Mainly the following limitations we faced:
The information we get was not adequate. Specially the technical data.
The officials we interviewed cannot provide us specific information or they do not
want to give.
The time we are provided, was not adequate.
As we all are involved in study, it was very difficult to manage time & specially
co-ordination.
Time constraint is the limitation restricting this report form.
They didn‟t eager to give us their financial information.
We had not much knowledge about fashion house business that‟s why he had to
face many problems.
One more difficulties was that we had no experience before to customer survey so
when we went to BashundharaCity for customer survey we had to face many
problems.
3

11. CHAPTER 02{PART-B}
REPORT FINDINGS, ANALYSIS, DISCUSSION
2.1:-THEORETICAL FOUNDATIONS
The theoretical foundations of the study are given below:
2.1.1:-HISTORY
History means the branch of knowledge and an established record or pattern of behavior
that records and analyzes past events.
2.1.2:-MISSSION
A ministry commissioned by a religious organization to propagate its faith or carry on
humanitarian work.
2.1.3:-VISION
Vision is a thought, concept, or object formed by the imagination.
2.1.4:-OBJECTIVE
Objectives are a basic tools that underlying all planning and strategicactivities.
2.1.5:-MARKETING MIX
The set of controllable tactical marketing tools-product, price, place and promotion-that
the firm blends to produce the response it wants in the target market.
2.1.6:-BOSTON CONSULTING GROUP (BCG) MATRIX
A company classifies all its Strategic Business Unit (SBUs) according to the growth share
matrix as shown below-
High
STAR QUESTION MARK
Market growth rate
CASH COW DOG
Low
High Low
Relative Market Share
STAR:Stars are high-grown and high-share business or product. They often need heavy
investment hold their business.
QUESTION MARK:Question marks are high-grown and low market share business or
product. They require a lot of cash hold their business.
4

12. CASH COW:Cash cows are low grown market with high relative market share. They
invest less amount hold their business.
DOG:Dogs are low-grown and low-share business or product. They often investment
enough cash to hold their business.
2.1.7:-STP
SEGMENT:
Dividing the total market into smaller markets based on different variable.
TARGET MARKET:
It is the process of measuring the segment attractive and selecting one or more segments
to enter.
POSITIONING:
Process offsetting a clear transparent image on customer mind about the product or
service.
2.1.8:-MARKET SHARE
The percentage of an industry or market's total sales that is earned by a particular
company over a specified time period.
2.1.9:-SWOT ANALYSIS
An overall evaluation of the company‟s strengths (S), weaknesses (W),
opportunities (O), and threats (T).
5

13. 2.2:-COMPANY PROFILE
2.2.1:-HISTORY
“BanglarMela” registered their business on 17th April 2001 as a private limited
company. Next they started their operation from 3 May 2001 in Bonani sector-11. It has
achieved the position of one of best-branded both showroom of handloom in the town.It‟s
capital was 10 crore 22 lacks then their shareholders was 11 persons. After that 5 more
shareholders were added. At first time they got 24 thousand order. Local producer, local
crafts, local materials were made by NGO, TMS, Norshindi, Bogura, Dinajpur, Tangail‟s
tailors. Apart from their business activity, a very appreciable thing about BanglarMela is
with their occupation they have also maintain their social responsibility and awareness as
a human and as worthly citizens of the country. And they proved it by their remarkably
done social activities. Such as from the very beginning, in their organization they have
involved mentally retarded individuals and have given them the opportunity to work and
to earn like every normal human being. And has also helped them to change their view of
life and also the idea towards these mentally retarded people who are unfortunately
thought of no use in the society. Chief Designer of BanglarMelaEmdadHoque said
BanglarMela not just a store,BanglarMela represents the culture socio environment thru
our line-up.
2.2.2:-COMPANY NAME
The company name is “BanglarMela” Fashion House
2.2.3:-LOCATION
Banani :
House # 67, Block # E, Road # 11, Banani, Dhaka- 1213.
Dhanmondi-(i):
Plaza A. R. (3rd Floor) Mirpur Road, Dhanmondi, Dhaka-1207.
(Near SobahanBagh Masjid)
Dhanmondi-(ii):
Happy Homes Dr. RefatUllah Arcade, (1st Floor) House # 3, Road # 3, Dhanmondi,
(Near City College), Dhaka.
Mirpur :
Plot # C-10, Mirpur-2, Main Road, Mirpur, Dhaka-1216,
6

14. Uttara :
Atique Tower,67/B, RabindraSharani, Sector – 7, Uttara, Dhaka– 1230,
Malibag :
Hosaf Shopping Complex, Malibagh Circle, Dhaka-1217,
Bashundhara City-1:
Shop # 109, Level- 2, Block # D, Panthapath, Dhaka- 1205,
Bashundhara City-2:
Deshidosh, Level-7, Block-A,
Head Office:
336/C Tejgaon I/A, Dhaka-1208.
2.2.4:-FOUNDER
Firstly BanglarMela started their busibess with 10 partners among this A.K.M.
GolamMaola is the managing director of BanglarMela and after few years later they
added more 5 shareholder with their business.
2.2.5:-CAPITAL
They started their business with 22 lakh taka after few years their capital stands on
32 lakh taka. When they added 5 more shareholders they provide 64 lakh taka and now
their present capital is 10 corer taka.
2.2.6:-INVESTMENT
Firstly they invested 22 lakhtaka, then 32 lakh and lastly 64 lakh taka.
2.2.7:-LOGO
7

15. 2.2.8-SLOGAN
The slogan of BanglarMela is ÓevsjvigyLAvwg †`wLqvwQÓ
2.2.9-MISSION
The mission of BanglarMela is to create panoramic designs of cloths by using
local traditional fabrics and promote them in the market with a reasonable price.
2.2.10-VISION
The vosion of banglar is the want to focus on serving the middle-income groups of
people with fashion-rich local clothes.And to be the best quality fashion house in the
country.
2.2.11-OBJECTIVE
Such as from the very beginning, in their organization they have involved
mentally retarded individuals and have given them the opportunity to work and to earn
like every normal human being. And has also helped them to change their view of life and
also the idea towards these mentally retarded people who are unfortunately thought of no
use in the society. Chief Designer of BanglarMelaEmdadHoque said BanglarMela not just
a store,BanglarMela represents the culture socio environment thru our line-up.Lastly they
want to stablised their concept that “Fashion for All”
2.2.12-VALUES
The values of BanglarMela is making local product by using local raw materials
for all classes of peoples.
2.3:-CURRENT MARKETING SITUATION
BanglarMela started their mission in 2001 and then they tried to follow a strong
societal marketing policy to make profits by service people. Now every aspects of
marketing sectors they are achieving their target goals. To identify their current market
situation we can focus on following sectors:
2.3.1:-MARKET DESCRIPTION
8

16. BanglarMela always says that, “Fashion for all”. So they are trying to reach their
products among all classes of people and all levels of people in our society. They are
trying to maintain affordable price for all kinds of customers. BanglarMela have started
its first operation in Bangladesh in 2001.The products of BanglarMelahave been well
received and the marketing is the key to the development of its brand image as well as
the growth of the customer base. At first it started with one showroom but now it has
already 10 showrooms at different suitable places in Dhaka city and they have also a
branch in Chittagong.
2.3.2:-MARKET GROWTH
The market of BanglarMela is growing high day by day because people are
becoming concern for using local product. Their market growth is very good.1 st year they
could fulfill their sales target.Before 2001 Banani was a very slow going market place but
when BanglarMela opened their first outlet, following them others fashion houses were
established their branch and now Banani become a very ceowdy and profitable market
place. Same case are happened in Mirpur 2. And its only possible for BanglarMela
fashion house.
Besides, people purchase dresses in many occasion like
Eid,Puza,PahelaBaishakh,Akushe February,BijoyDibosh.It makes the market broad more
and more.
2.3.3:-INDUSTRY ANALYSIS (REVIEW OF COMPETOTORS)
The thought of Banglarmela” is that they have no competitors.As keeping our own
culture is their objectives so that they do not think another fashion houses as their
competitorsthey want to do work together as a family. So they make “Deshi Dosh”
inBashundhara city. But it is our observation that other fashion house like
Arong,Nogordola,Kay
Kraft,OG,Anjans,Bibiana,Nipun,Rong,ShadaKalo,Deshal,KaziKraftetc are their
main competitors.
2.4:-MARKETING MIX
The combination of BAnglarMela‟s four elements-product, price, promotion,
place or distribution which is used to satisfy the need of their target market.
9

17. After deciding on overall competitive marketing strategy, the company proceeds
towards planning the details of the marketing mix.
The product profile of „‟BanglarMela” is very unique and praise worthy, we can
say.
2.4.1:-PRODUCT PROFILE
2.4.1.1:-CHARACTERISTICS
“BanglarMela“ is expressing their characteristics through their brand name.
This fashion house‟s main characteristic is they use local raw materials for their
product of Bangladesh. They also provide qualityful dresses for lower middle class
and middle class people as well. Their dresses are designed by many renowned
fashion designers of Bangladesh. Their main target is to spread out Bangladeshi
product more and more with latest design, colour and quality and they are doing
so, with great success.
2.4.1.2:-VARIETY
In today‟s modern world every people wants variation in all sectors, mostly
those who are very much close about their dress and accessories. So, competing
with other deshi fashion houses “BanglarMela” have a lot of variation in their
product to satisfy their customer‟s needs and wants. They are providing all types of
deshisharees, including – Taat, Silk, Cotton, Half-Silk, Mosline, Khadi etc.
SalwarKamizes (Cotton, Silk, Khadi) Panjabi (Cotton, Block print, Hand paint
etc). Fotua( for both men and children. Single dopatta, Single Salwar, bed cover,
coushone cover etc. They are also provides Show pieces, photo frame, candle,
ladies purse, bag, ladies jewellery, gift items etc.
And in all types of product they aretrying their best to pick up the beauty of
Bangladesh & Bangladeshi tradition.
2.4.1.3:-QUALITY
Every people, when purchase something they want and consider the quality
of that product first (whether it‟s high price or low price product). So from this
10

18. point of view “BanglarMela “ is maintaining their product quality very strictly
from the very beginning of their journey. “BanglarMela” provides a very high
quality product to their target customers. They always try to use local but best
quality cotton and raw materials for their final product.
2.4.1.4:-DESIGN
Design of any type of product is the most attractive part for tis customers.
Beautiful design &colour of any dress attracts people whether children or adults.
“BanglarMela“ also gives a great emphasis on its design part. The main designer
“BanglarMela” is Mr. AmdadHaque. He is one of the most renowned professional
designers of our country. BanglarMela‟s designs are very unique and its fulfilling
the demand of teen agers as well as middle aged people.
2.4.1.5:-FEATURES
“BanglarMela” always try to use our Local fabrics, cottons and colours.
Because their main motto is to serve their customers with deshi product and to
enrich our Bangladeshi culture and tradition.
2.4.1.6:-PACKAGING
Packaging plays a vital role of selling any product to its customers. That‟s
why “BanglarMela” provides a beautiful packet, which have their logo at the
centre of the packet. They also change the design and pattern of their packet in
different occasion for example – in their 10th anniversary they changed the design
of their packet by adding some new colours and features, which was greatly
appreciated by their customers.
11

19. 2.4.1.7:-PRODUCT‟S POSITIONTHROUGH (BCG) MATRIX
BanglarMela classifies all its SBUs according to the Growth-share matrix as
shown below:
HIGH STAR QUESTION MARK
Salowarkamiz Handicrafts
M Shari
gift item
A
Bed cover
R
Shirts
K Cuttion cover
E
T Panjabi Orna
G Shal
R
O
W CASH COW DOG
T
H Fatua Tupi
R Bags Harbal products
A
T
Show piece
E Jewelry
LOW
HIGH LOW
RELATIVE MARKET SHARE
12

20. 2.4.1.8:-STP
SEGMENTATION
Banani Dhanmondi 1, 2 Mirpur Bashundhora city
Uttara Malibagh Science lab Chittagong outlet
TARGET MARKET
MIDDLE CLASS
UPPER CLASS
UPPER MIDDLE CLASS LOWER MIDDLE CLASS
In case of BanlarMela,from teenager to any age group,from lower middle class to upper
class,regardless to race,religion,gender ,literacy level,life style or personality any and
every single person is their target market.
POSOTIONING
After the company has decided which market segment have to use to enter for
which product, it must decide what positions it want to occupy a clear distinctive and
desirable place relative to competing products in the mind of target customers. The
company‟s entire marketing program should support the chosen positioning strategy.
Since if a product is perceived to be exactly like another product on the market,
consumers would have no reason to buy it, BanglarMela brings special features on the
product as well as significant various services that positioned the products in the target
segments. Products can be positioned with some positioning strategy. We find that
BanglarMela has taken has taken multi-various strategy to position its various product in
the market.
13

21. 2.4.1.9:-MARKET SHARE (CUSTOMER‟S ATTITUDES)
According to our survey the market share of “BanglarMela” is like this _____
(based on assumption)
______Among 100%, 50% are Ladies
______ 20% Gents
______10% Children
LADIES
______20% Foreigners GENTS
CHILDREN
FOREIGNER
2.4.2:-PRICING STRATEGY
Pricing decisions are subject to an incredibly complex array of environment and
competitive forces. A company sets not a single price, but rather a pricing structure that
covers different items in its line. This pricing structure changes over line as products
move through their life cycles. The company adjusts product prices to reflect changes in
cost and demand and to account for variations in buyers and situations. As the
competitive environmentchanges, the company considers when to initiative price changes
and when to respond to them.
Factors to consider when setting price
INTERNAL
FACTORS
1.Marketing 3.Costs:-
objectives:- 2.Marketing mix
strategy #Cost of different
#survival#maxim
stages of
izing current production
profit#maximizin
g market #Cost as a function
share#Increasing of production
sales volume experience#Organi
zational
14
considerations.
g
investment

22. EXTERNAL
FACTORS
1.The market and 2.competitors 3.Other external
demand :- cost, price and factors:-
#pricing in offers #economic
different types of conditions#reselle
market rs
#consumer reactions#govern
perceptions of ment#social
price and value concerns
#analyzing the
pricedemandrelat
ionships.
All above the #price
discussion,BanglarMela setting their product actual price based on cost,
demandelasticity of
and competition. Products are reasonable, affordable for customers, so that
customer can purchase products occasionally, frequently for their own consume or to give
demand
others.
The pricing chart of BanglarMela
CATEGORY
#price PRICE (TAKA)
SalowarKameez
elasticity of 850-4999
demandShari 1250-3999
Panjabi 750-2999
Fatua 350-690
Shirt 320-669
Orna 250-350
Salowar 450-750
Hand bag 220-990
Purse 120-230
Tupi 190-310
Jewellary 950-1499
Harbal products 30-100
Handicrafts 120-890
Bed cover 850-2050
Kids fatua,salowarkameez 450-1999
Caution cover 299-499
Shitolpati 350-1099
Candle 10-675
15

23. 2.4.3:-DISTRIBUTION
2.4.3.1:-DISTRIBUTION CHANNEL
At first they started their business that owed by the labor.The village people of
Narsingdi, tangail,bagura,dinajpur,some NGO,TMS are also helping them providing
fabrics.Their transportation facilities helps them to reach the products in head office.Evry
branches get their products from BanglarMela head office.The most important thing is
that BanglarMela does not pay money to the labor but provises fabrics and handy crafts
instate of money.
2.4.3.2:-EXPORTING ISSUE
BanglarMela is a local fashion house, so they do not have any desire for
export their products to foreign countries. They only produce local product for local
people.
16

24. 2.4.:-PROMOTION TOOLS
For promotion BanglarMela use different types of tools:
2.4.1:-TOOLS USED FOR PROMOTION
BanglarMelause only Advertisement and Sales promotion (Discount) and when
they launch a new product they arrange press conference. Their advertisement mainly
published on internet.
THIS ADDVERTISEMENT PUBLISHED ON INTERNET
2.4.2:-MEDIA VEHICLE
In media vehicle Banglarmela arrange TALK SHOWon TV, and give their
product image on Newspaper and different types of newspaper. But they don‟t have any
billboard.
EVERY THUESDAY THEY ADDVERTISE BANGLAR MELA ALSO ADDVERTISE THEIR PRODUCT ON DIFFERENT MAGAZINE
THEIR PRODUCT IMAGE ON PROTHOM
ALO (NOAKSHA)NEWSPAPER
17

25. 2.4.3:-MESSAGE OF THE EACH TOOL
The message of the all advertisement of BanglarMela is, “New dress for all class,
all level of people”. And,“Buy Your Local Products and Increase Your National Assets”.
2.4.3:-EFFECT ON SALE
The effectiveness of:
i. Advertisement- a)Strongly disagree b)Disagree c)Neutral d)Agree e)Strongly
agree
ii. Personal selling- a)Strongly disagree b)Disagree c)Neutral d)Agree e)Strongly
agree
iii. Public relation- a)Strongly disagree b)Disagree c)Neutral d)Agree e)Strongly
agree
iv. Sales promotion- a)Strongly disagree b)Disagree c)Neutral d)Agree e)Strongly
agree
v. Direct marketing- a)Strongly disagree b)Disagree c)Neutral d)Agree e)Strongly
agree
Note:-The marking orange color shows the result of the effect on sale.
This effectiveness are told by the managing director of BanglarMelaA.K.M.GolamMaola.
18

26. 2.5:-SWOT ANALYSIS
The SWOT analysis indicates the companies or the organization‟s internal
strengths and weaknesses and external opportunists and threats. SWOT analysis gives its
an insight of what they can do in future and how they can compute with their existing
competitors.
Every fashion house has some strong points, weak points, opportunities and
threats. “BanglarMela” has several strengths, some weaknesses, some opportunists and
some threats. “BanglarMela‟s” strengths, weaknesses, opportunists and threats are given
below:
STRENGTH
Strengths are internal capabilities that can help the company to reach its objectives.
 Innovative combination of each and every product.
 BanglarMela‟s every branches are highly decorated.
 Reasonable price.
 They believe „Fashion for all‟.
 Their employees behaviors are praiseworthy.
 Their product decoration is also well.
 Their employees are highly skilled and trained.
 High quality products.
 Dresses are more comfortable.
WEAKNESS
Weaknesses are internal elements that may interiere with the company ability to achieve
its objectives. Though “BanglarMela” is a well-established brand but it has some
weaknesses. They are given below:
 Government policy.
 Cost of high business.
 House rent is very high.
 Electricity problem.
 Utility expenses.
 Others bills are very high.
 Tax rate.
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27. OPPOTUNITIES
Opportunities are external elements that the company may be able to exploit its
advantage. Some opportunities of “BanglarMela” are below:
 Top managers and head of the departments were related with Grameen Bank and
its concern Grameen Check.
 The labor and tailors are also highly experienced by their previous working
experience.
 Now they have the opportunity to combine with “Deshi Dosh” and Grameen
Check.
 They have also the opportunity to expand and cover all the cultural occasion.
 They have many distribution channels.
THREATS
Threats are current or emerging external elements that could potentially challenge the
company‟s performance.
“BanglarMela” has few threats. There are given below:
The current and future external factors that Government Policy and regulation.
As a private limited company they have to pay 15 % vat.
Limitations of the capitals has make to take loan from Bank. So, the bank interests
also may be threats for them.
For the reputation of “BanglarMela” rent authority and builders taken over
advance.
STRENGTHS WEAKNESSES
 Reasonable price.  Government policy.
 They believe „Fashion for  Cost of high business.
INTERNAL all‟  House rent is very high.
FACTORS
 High quality products.  Tax rate.
 Dresses are more  Utility expenses.
comfortable
 Fashion that suits
Bangladeshi culture.
SWOT
OPPORTUNITIES THREATS
 Distribution channels  Government Policy and
 Cover all the cultural regulation.
EXTERNAL occasion  Limitations of the capitals.
FACTORS  The labor and tailors are  Bank interest.
also highly experienced  Vat.
 Top managers and head of
the departments wererelated
with Grameen Bank
POSITIVE NEGATIVE
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28. CHAPTER 03{PART-B}
CONCLUSION
Fashion house “BanglarMela” is becoming popular day by day by providing
qualityful products.BanglarMela not only using local raw materials, local craftsman for
producing their products but also created employment opportunity for rural people and
make them self-dependent. Although maximizing profit is their main objective, but this
organization is successful for building and maintaining a strong bonding with our own
culture by the modern way at the modern age.
Besides, this organization contributes different social work and encourages people
for buying local products. If BanglarMela increases their advertisement more & more and
maintain their services well then it will be one of the best fashion house in our country.
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29. CHAPTER 04{PART-B}
RECOMMENDATIONS
--- They should give more emphasis on their promotional activities like --- TVC,
Billboards etc.
--- Their jewelry items are not so demandable, so they should develop their jewelries
quality and reset its price.
--- They should require more skilled and smart employees.
--- If they consider their pricing strategy for lower class people then their sales will be
increased more.
--- They don‟t provide any discount in any occasion, So they should plan about discount
system.
--- They should provide incentives for those buyers who purchase more products from
their fashion house.
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30. APPENDED PARTS {PART-C}
INTERVIEW QUESTIONAIRE
BANGLAR MELA
1. The history of “BanglarMela” (Like-Founder, Starting Capital and Starting date,
Tagline etc.)?
2. How many branches you have in Dhaka and have any branch outside Dhaka?
3. How many employees are work in your total branch?
4. What is the mission and vision of this fashion house?
5. The objective of your company
6. Your company‟s values like local product or foreign product
7. Tell something about your today‟s market growth -high or low?
8. Who are the target customers of your brand?
9. Following this who is your business competitors?
Arong
NagorDola
Keykraft
Sada-kalo
Ogi‟s
Others
10. Would you mind to tell something about your products?
Characteristics:
Variety:
(among this which product you think is more popular):
Quality:
Design :( who is the main designer)
Raw materials:
11. About your pricing strategy –
12. How you distribute your product to the final consumer and do you export any
product to foreign country and who are your suppliers?
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31. 13. How you promotion your brand like,
Advertisement (Where):
Discount (%?):
Press conference:
Other:
14. Media (TV, Radio or Newspaper, Billboard, Magazine): Do have any magazine?
15. Rate the following 5 point scale
The effectiveness of:
vi. Advertisement- a)Strongly disagree b)Disagree c)Neutral d)Agree e)Strongly
agree
vii. Personal selling- a)Strongly disagree b)Disagree c)Neutral d)Agree e)Strongly
agree
viii. Public relation- a)Strongly disagree b)Disagree c)Neutral d)Agree e)Strongly
agree
ix. Sales promotion- a)Strongly disagree b)Disagree c)Neutral d)Agree e)Strongly
agree
x. Direct marketing- a)Strongly disagree b)Disagree c)Neutral d)Agree e)Strongly
agree
16. What is yourbusiness‟s?
Strengths:
Weakness:
Opportunities:
Threats:
Last of all please say something about BanglarMela which we can use as a
promotion or advertisement.
THANK YOU SO MUCH FOR GIVING US YOUR VALUABLE TIME AND
INFORMATION AND WE ALL ARE GREATFUL TO YOU.
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32. REFERENCES {PART-C}
1.The Managing Director of BanglarMela.
2.Branch manager of BanglarmelaBashundhara City branch.
3 Employees of BanglarMela, Bashundhara City branch.
4www.banglarmela.org
Book which was used for preparing this report:-
1. Business by Steven j skinner john m. lvancevich.
2. Principles of marketing by Jahid, Jobayda, Shafiq, Monjur
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33. PHOTO GALLERY
CUSTOMER CHOOSING DRESS PREPARING FOR PACKAGING GO TO THE CASH COUNTER FOR PYMENT
TAKING WITH BRANCH MANAGER TAKING WITH BRANCH CUSTOMER TALKING WITH EMPLOYEEE
EMPRESSED A FOREIGN MARKETING TEACHER TO SEE OUR SURVEY
A PHOTO WITH M.D. OF BANGLAR MELA A MOMENT OF GROUP STUDY PROVIDE DIRECTION
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34. PRODUCTS VARIETY
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