Navana Furniture Ltd is one of the leading furniture manufacturers in Bangladesh. The report discusses Navana's vision, mission, aims, and objectives. It provides an overview of Navana's operations, including its factory, showrooms, employees, and inventory management systems. A SWOT analysis identifies Navana's strengths as its strong brand, customer database, and automated production processes, while weaknesses include a lack of high-end products and weak promotional activities. Opportunities exist in urbanization and growth of other industries increasing demand for furniture. Threats include increased competition and substitute materials.

1. Report_
Strategic Management Analysis of Navana Furniture
Strategic Management
Instructor: Jashim Uddin Ahmed
MGT-489, SECTION-3
Submission Date: 4th May,2015
Prepared By:
Hasan M Bashar 07 2691 030
Afsana Akter 102 0304 030
Md. Rezaul Haque 111 0548 030
Md. Towsif Alam Rahat 111 0258 030
Md. Ferdous Khan Samuel 111 0706 030

2. 1
Letter of Transmittal
Dr. Jashim Uddin Ahmed
Associate Professor
School of Business
North South University
Subject: Submission of Final Report on Navana Furniture
Dear Sir
We are very pleased to submit the final report on “Strategic Management Analysis of Navana
Furniture” to you,which we have prepared for our MGT 489 Strategic Management course of BBA
program in the North South University.
We earnestly believe & hope that this final report would help us in the long run and also enrich my
managerial capabilities. We are indebted for your valuable suggestions and humble cooperation. We
have tried of our best to go deep into the matters and make full use of our capabilities in making the
study meaningful, although there may be some mistakes and shortcomings.
We hope that our report will satisfy you. For Any kind of queries, we would be available at your
convenience.
Thank you.
Sincerely Yours,
………………………
Hasan M Bashar 07 2691 030
………………………
Afsana Akter 102 0304 030
………………………
Md. Rezaul Haque 111 0548 030
……………………...
Md. Towsif Alam Rahat 111 0258 030
………………………
Md. Ferdous Khan Samuel 111 0706 030

3. 2
Acknowledgement
A work is never a work of an individual. We owe a sense of gratitude to the intelligence and
co-operation of those people who had been so easy to let us understand what we needed from
time to time for completion of this exclusive case analysis.
We want to express our special gratitude towards Dr. Jashim Uddin Ahmed, Associate
Professor, School of Business, North South University for providing us such opportunity to
analysis the case.
Last but not the least, we would like to forward our gratitude to all the people who always
endured us and stood by us and without whom we could not have imagined the completion of
our case.
Methodology
For making the research report on “Navana Furniture”, we first went through
different online journals and books. We gathered information. We conducted the research
based on two way.We went to different outlet of Navana Furniture. we used includes various
periodicals, editorial columns and website documents. We went through the theories and
literatures that are related to our topic. We gathered most of the resources through online
journals and books. We depended on the online journals, books, periodicals, and website
documents for our secondary data.
EXECUTIVE SUMMURY
Navana Furniture Ltd is one of the finest furniture solution companies. Home and office
furniture is there major areas of service. Recently they are introducing new product to the
customers. In this report we tried to explain their goals, mission and vision. We have
discussed about their corporate level strategy, organizational strategy, operation process.
We also analyses
Navana’s SWOT analysis to realize their market competition. We also looked at their major
critical business process. In the Report all the above mentioned areas has been described
briefly.

4. 3
Overview of Bangladesh Furniture Industry:
The Bangladesh furniture industry is one of the most promising growth sectors with high
export potential. According to a Household Income and Expenditure Survey of 2005, the
domestic consumption growth rate is around 20% and export markets are almost entirely
untapped. There are approximately 40,000furniture SMEs all over the country, employing
around 200,000 people, turnover is in excess of BDT 100b (GBP 1b). (Furniture Market in
Bangladesh, 2014) Currently dominated by thousands of small workshops, the furniture
sector is in a transition phase towards industrialization. Simultaneously, there is a small but
growing segment of larger firms who are gradually entering the export market. Nevertheless,
the furniture sector is struggling to reach its full potential due to various factors in habiting its
growth. Inadequate supply of production technology and consultancy services, limited access
to quality inputs, absence of skilled workforce and limitations in local and international
marketing are some of the main problem areas. The biggest challenges for export include:
government recognition as a potential export sector, limited export order processing facilities,
lack of credibility in international markets, uncoordinated association activities and absence
of effective initiatives for facilitating foreign direct investment. Leading companies of
Furniture Industry Bangladeshi leading furniture companies are given below- Navana
Furniture ltd., Akhtar furnisher’s ltd, Aftab furniture’s ltd,Otobi ltd, Hatil furniture
ltd.Traditionally furniturein Bangladesh developed as cottage based industry. It is in early
90's when the furniture industry in Bangladesh transformed from cottage based industry to
mechanized mass production oriented industries. Since then furniture businesses began to
grow with modern machinery, innovative designs and use of diverse materials. The main
varieties of furniture are produced from wood, processed wood, melamine board, Medium
Density Fibre Board (MDF), particleboard, steel etc. (Ahmed, 2014) At present Bangladesh is
producing wide variety of international standard and quality furniture. People in Bangladesh
are now going to choose local furniture instead of foreign furniture. The export of furniture
and allied products from Bangladesh has started from 1995. Furniture is a labor intensive
sector and Bangladesh hasa large low cost manpower which is a vital factor in becoming
competitive in the world market. So, there is good potential for export of furniture and
Bangladesh's furniture industries are ready for that. It is estimated that, by 2015 Bangladesh
will earn export potential of crafts furniture accessories worth of USD 10 million along with
furniture worth USD 40 million.

5. 4
Introduction
Furniture industry in Bangladesh has grown rapidly from traditional cottage based to
mechanized mass production oriented industries. It is shifting its focuses from dependency on
teak for raw materials to processed wood. Modern machine, innovative designs and use of
diverse materials made the products very attractive locally. Now the leading brands are
contributing to the national economy by exporting to international markets. This paper looks
at Navana Furniture. Navana furniture is a name that is synonymous with fine quality
Victorian and Modern productions.
Abstract
The whole study or research explains about the Navana furniture industry in Bangladesh
market. Its preferences compared to competitors. These four brands (Hatil, Otobi, Brothers
furniture, Partex) were taken into consideration. Basically, we are doing research on Navana
furniture. To complete the research we take some major competitors of Navana.
As, the furniture industry is growing as well as improving, Navana playing a major role in
this sector. Navana provides unique quality to their consumers to attract them. They have a
big share in this industry.

6. 5
Company Overview
Navana Furniture Ltd. is one of the leading furniture manufacturers in Bangladesh. They
started their journey from 29 May 2002 and running very successfully their voyage till now.
Main focus of Navana Furniture Ltd. since its inception is customer needs and their
satisfaction. This is the age of life style product and furniture play a vital role. Navana
Furniture Ltd. is one of the leading furniture manufacturers in Bangladesh. We started our
journey from 29 May 2002 (As per BOI Registration) and running very successfully our
voyage till now. Main focus of Navana Furniture Ltd. since its inception is customer needs
and their satisfaction. This is the age of life style product and furniture play a vital role.
Based on the demand of national market trend & diversifying needs of furniture customer, we
have established a factory in an area of 4.14 Acre at Raj Fulbaria, savar and produce furniture
by imported raw materials, modern machineries, seasoning plant, CNC machine etc with the
help of experienced engineers, architects & hundreds of skilled labor... To meet different
peoples' need, taste, dream, and aspiration, Navana Furniture serves a wide range of customer
of Bangladesh and overseas with the products (furniture) which are of extensive range with
stylish design, high quality, ergonomic functionality, competitive price. (Company Profile
NFL, 2014)
Vision:
Develop consumer mind set-up and establish furniture as a contemporary lifestyle product
around the Bangladesh. This is their dream and believing the motto of “Changing Lifestyles”
that their furniture can refurbish customers lifestyle with full of joy and happiness.
Mission:
To meet different peoples need, taste, dream, and aspiration, Navana Furniture serves a wide
range of customer of Bangladesh and overseas with the products (furniture) which are of
extensive range with stylish design, high quality, ergonomic functionality, competitive price
and sound after sale service.

7. 6
Aim & Objective:
"NAVANA FURNITURE” is aimed to grow into a comprehensive retailer of fast-moving
and flexible lifestyle products to develop the partnership with customers.
The main objective of Navana Furniture is to capture sustainable market share of Bangladesh
along maintaining steady annual growth of the company
They have almost 80,000 loyal retail customers all over Bangladesh and the major user of
home based products are the retail customers. They have also successfully satisfied almost
170 corporate clients and maintain all these key accounts with their diverse product range.
They provide their products & services at different industrial sectors of their country.
Recently Navana Furniture Ltd. achieved Best Furniture Award, 2009 & 2011 from The
Financial Mirror. Navana Furniture has earned reputation from customer end and contributes
of their national economy. (Company Profile NFL, 2014)
Based on the demand of national market trend & diversifying needs of furniture customer,
They have established a factory in an area of 4.14 Acre at Raj Fulbaria, (Haque, 2011) savar
and produce furniture by imported raw materials, modern machines, seasoning plant, CNC
machine etc with the help of experienced engineers, architects & hundreds of skilled labor.
Currently the company has six showrooms located at gulshan , kazipara, panthapath,Uttara,
kakrail and agrabad. They have 80 franchise dealers outlet all over Bangladesh.
About 600 workers & 100 staff are employed at their factory and 80 staff works for corporate
office & showrooms operation. Total about 800 employees and workers are recruited to run
the operation efficiently & effectively.
Navana always focused on mass customer rather than niche marketing. Base on this concept,
we give their best effort to satisfy their customer around Bangladesh. We have 14,529 sft
spaces for CDC inventory, distribution software system, 50-80 employees, Cover Van, Cargo
Track and many other things to insure smooth delivery system as well as after sales service of
their company.
Beside this Navana have also strong inventory system; 13,400 sft spaces, Inventory
Management Software which is connected with central server, devoted employees, hundreds
of display rack & proper preserving system for different raw materials etc.

8. 7
Swot Analysis
A SWOT analysis is a structured planning method used to evaluate the strengths, weaknesses,
opportunities, and threats involved in a project or in a business venture. A SWOT analysis
can be carried out for a product, place, industry or person. It involves specifying the objective
of the business venture or project and identifying the internal and external factors that are
favorable and unfavorable to achieving that objective.
Strength:
A firm’s strengths are its resources and capabilities that can be used as a basis for developing
a competitive advantage. Navana Furniture Ltd’s Strengths are
Intensity of Competition Navana Furniture Ltd operates in an extremely competitive
industry, defined by many other good quality furniture manufacturers namely Hatil Furniture,
Akhter Furniture, Otobi, and Hi-fashion Gallery etc. Some of them are for higher end
customer with premium pricing and others are at fierce competition with each other. Navana
Furniture Ltd faces intense competition from Akhter, Hatil, Otobi etc. But the competition is
quite stable because every manufacturer has been successful in retaining their market share
for different techniques they follow. (Furniture Industry of Bangladesh, 2010)
Navana furniture has a good customer database maintenance which helps them to retain their
old customers. Navana remain in contact with their loyal customers and inform them about
the new arrival of furniture. In the age of globalization Navana is also keeping pace with the
global world .Navana import raw materials from China which helps itto maintain competitive
advantage from other furniture companies.
Navana has strong inventory system; 13,400 sft spaces, Inventory Management Software
which is connected with central server, devoted employees, hundreds of display rack &
proper preserving system for different raw materials.Which helps to keep clear idea about it’s
inventory and it can easily restock their products by observing their database. So Navana
never go out of stock,somaintains good reputation among the customers for their
service.Navana has unique design in their furniture so it has a strong brand name. Navana
uses automated production system .Navana is focused on mass customer rather than niche
marketing.It has 14,529 sft spaces for CDC inventory, distribution software system, 50-80
employees, Cover Van, Cargo Track and many other things to insure smooth delivery system

9. 8
as well as after sales service of the company.
Weakness:
The absence of certain strengths may be viewed as a weakness. Navana Furniture has
absence of high end product which is bad in terms of profitability for a well reputed
company like Navana. Promotional activity of Navana furniture is not so good.Navana
furniture doesnot advertise at a larger scale.The greatest weakness of Navana furniture is it
doesnot have patent protection . So anyone can easily copy their design which has a bad
impact in their business. Now a days people go for an online searching before buying costly
products .Navana furniture’s website quality is very poor.Proper information cannot be
obtained from the website and the updateof new products cannot be gained in the proper
time. People cannot be impressed to buy product by seeing their website . (Company Profile
NFL, 2014)
Opportunity:
The external environmental analysis may reveal certain new opportunities for profit and
growth. Opportunities also arise from factors influencing consumer purchase decisions such
as desire of quality, special discounts and offers, and excellent and competitive customer
service.
The biggest opportunity that lies for Navana is the availability of man power in the market.
The industry is highly labor intensive and Bangladesh has strong competitive advantage in
labor supply. The country has a huge chunk of labor and if they can be utilized properly,
industries of this type can benefit easily.
Rapid urbanization creats new era of furniture industry .Now a day people are more
conscious about their quality of life then the before . Our agriculture based economy is turn
into industrial based economy . That's why the rate of urbanization is growing rapidly . So
these people need more life style product like furniture and others . These carets a huge
demand for the furniture related product .
The rate of industry growth is very high in Bangladesh. Various Industry like RMG , Textile
, and ship building industry is growing rapidly . The ship building industry demand a huge
investment for furniture . In a recent survey it shown that it needs 1.5%-2% cost in furniture

10. 9
of the total cost of a ship. So this sector creates a huge opportunity for the furniture industry
.
Furniture industry is directly related to the Micro economic performance . As the per capita
income of general people of Bangladesh is inc rising the overall demand for the furniture is
raising as well .
 Wide customer base
 Niche for higher end products
 Integrated marketing communication
 Zero wastage target for cost minimization
 Demand for Eco friendly product
(Bangladesh GDP Per Capita, 2015)
Threats:
Social trends showing lowered entrance of first-time buyers into the housing market affect
furniture sale. Increasing competition and lowered disposable income are factors that
motivate buyers to purchase low price furniture, even at the cost of compromising quality.

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Threats such as these, demands the furniture manufacturer to reform its value chain, and
optimize innovative technology in order to provide good quality at lowered prices
Navana Furniture Ltd specializes in manufacturing functional, moderate-cost, good-quality
furniture. But there is some substitution for wooden products are emerging as wood has a
limited source and deforestation has negative impact on nature. Partex group works with
particle boards which are made from industrial waste, sawdust and other particles. Local
furniture manufacturer are using Stainless steel, Rot iron, Cast iron etc. So it appears that this
force is quite high for Navana Furniture Ltd.
Bargaining Power of consumerThis force is strengthening by factors such as intense
competition, and wide choice of substitute products. For Navana Furniture Ltd this force is
quite strong as there are companies like Akhter Furniture, Hatil Furniture with whom Navana
is at intense competition. Also there are substitute products like Partex, Stainless steel
products, Cast Iron products, Rot iron products etc.
Bargaining power of Supplier The supply of Navana Furniture Ltd usually comes from
local suppliers and imported from china mainly. The raw materials used in production are
vinyl boards, frames, Oak wood, gums, screws, nails etc. The basic material is wood which
comes from nature, is limited. As a result it is very important to maintain a good relation with
wood supplier to maximize profit. Navana Furniture Ltd values to create the strategic
relationships with suppliers, to empower its suppliers in certain extent so they don’t switch to
their other competitors. On the other hand imported supplies do not require extra care as there
is enough number of suppliers in china.
Threat of Substitute Products: Navana Furniture Ltd specializes in manufacturing
functional, moderate-cost, good-quality furniture. But there is some substitution for wooden
products are emerging as wood has a limited source and deforestation has negative impact on
nature. Partex group works with particle boards which are made from industrial waste,
sawdust and other particles. Local furniture manufacturer are using Stainless steel, Rot iron,
Cast iron etc. So it appears that this force is quite high for Navana Furniture Ltd.
long period of time and it is observed that furniture buyers are loyal to the brands.
Threat of New Entrants. This force is considered weak and the probability of development
of new competition for the furniture retailer is insubstantial, due to market saturation, high
amount of capital investment, and skilled labor are required to become a powerful Brand in

12. 11
furniture manufacturing sector. Other factors such as suffering of pricy-labeled household
items and furniture considered as a low spending priority due to recessed economies, recent
unstable political situation.
Increased trade barriers
 New regulations
 Emergence of substitute products
 Demand for Eco friendly product
 Emergence of substitute products
 Shifts in consumer tastes away from the firm’s products
 Opportunity to go global (Export)

13. 12
Marketing strategy
Our product is positioned very carefully that this furniture is for the customer who wants
the quality product within the reasonable price. Unlike the mainstream products, we do not
use any harmful raw material. Our marketing strategy is based mainly on making the right
information available to the right target customer. Because in Dhanmondi area the
majority are the upper class and the upper middle class people. That’s why we make our
product more stylish and high quality but in a reasonable price. What we really do is make
sure that those who have the budget and appreciate the product know that it exists, and
know where to find it.
The marketing has to convey the sense of quality in every picture, every promotion, and
every publication. We can’t afford to appear in second-rate catalogues with poor
illustrations that make the product look less than it is. We also need to leverage our
presence using high-quality catalogues and specialty distributors. (Haque, 2011)
Strategy and implementation
We focus on a special kind of customer, the person who wants very high quality and
comfortable home furniture customized to work beautifully with modern technology. Our
customer might family person, service holder or business owner. What is important to the
customer is elegance, fine workmanship, ease of use, ergonomics, and practicality.
Our marketing strategy assumes that we need to go into specialty channels to address our
target customer’s needs. The tie-in with the high-end quality catalogs like Sharper Image
is perfect, because these catalogs cater to our kind of customers. We position as the
highest quality, offering status and prestige levels of purchase.

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Key factors behind the success of Navana furniture
 Established local brands for household section, which represent a unique design.
 Unique product collection created an ongoing demand for their product, which
differentiated them from competitors.
 Limited edition of individual designs and styles among different categories let to
attract big customer base that have their uniqueness in choices.
 By coping up consumer choices Navana gradually improving their product designs.
 Navana provides different promotional incentives to attract their consumers.
 Giving incentives to their employers to increase employee motivation.
 They have their own production house which helped them to maintain quality and
reduce loss in inventory and saving money.
Navana’s Strategic evaluation in furniture industry
Navana Furniture is one of the growing up company in Bangladesh furniture indiustry. In this
globalized and competitive market, staying up to customer expectations is not at all a small
issue. Navana Furniture has been constantly changing its furniture design, color
combination, and the lacquer finish which is much talked about nowadays. Furniture no
more remains in the part of luxuries even to the middle class, it has obviously come up as a
necessity to all who thinks and visualizes that improving the quality and enlarging the
industry will help Navana Furniture lead towards faster means of exportation and incur huge
revenue at the same time. Navana belives that motivating the customers, innovating and
exploring new ideas and techniques could enhance Navana to be the market leader which is
designated currently to Otobi. At present, Navana has got some advantage regarding today’s
much talked about Global Warming for which reforestation (preservation of forest) is
required, Navana is pretty much aware of the fact .They use the imported substitute materials
of wood so that their will be less deforestation . In today’s market, Nvana Furniture thinks
that customers should be more aware of deforestation and stop purchasing furniture made of
Shegun. This wood is quite costly and cutting it will also hamper the forest’s atmosphere and
increase global warming constantly for the whole world. According to Navana furniture, the
profit or revenue that the business earns mostly goes in to enlarge the whole business and
Navana Group also said that their major vision now is to go into the world market .
Therefore, from that perspective of the business utilizing the revenue for the use of enlarging

15. 14
Navana and going international would also cause the Bangladesh economy an improvement
as well as achievement.
Competitor’s analysis
Main competitors of Navana Furniture are-
1. Otobi furniture
2. Hatil furniture
3. Brothers furniture
4. Partex furniture
Here, we describe about these major competitors of Navana. We analyzing about the
companies and their strength and weaknesses. (Ahmed, 2014)
Otobi furniture :
Otobi furniture is another competitor which is the second largest manufacturers of
Bangladesh home furnishings. We see very good quality product, and an excellent sense
of design, but little movement in channels or catalogues.
Strengths: financial backing, product quality.
Weaknesses: This company has not seemed to understand our niche, where to find the
buyers, how to market as a specialty niche instead of the more traditional furniture
channels.
Hatil:
Hatil Complex Ltd. is a leading doors and furniture manufacturer in Bangladesh. Hatil has
been established in 1989 following the footsteps of H.A. Timber Industries Ltd. - a company
running from 1966 with reputation in timber processing sector. The constant persuit for
achiving excellence in quality of its products and customer service has brought the company

16. 15
reputation and reliability along with the trust of its customer. and vision for uncompromised
quality and dedication to serve its customers.
Partex furniture:
Partex Furniture manufactures a diversity of solid timber as well as timber-substitutes
products maximizing the resources of both ends. Partex offer a combination of timber, special
particleboard, and decorative plywood making the best quality and cost effective substitute
for natural timber for custom-made innovative and stylish furniture. Within a short span of
time the company has been able to claim a sizable portion of the market. This is a
commitment of PARTEX GROUP to use eco-friendly materials, as much as possible.
Currently, they are providing an ever-increasing range of products to meet the greater than
ever demand of furniture for households, offices and schools.
Brothers furniture:
Brothers Furniture Ltd. is a name that is synonymous with fine quality Victorian and Modern
productions. Their professionals have a combined experience with furniture productions of
over three decades. Their technical skills and experiences are not only limited within the
territory of Bangladesh, rather it has broadened throughout the whole world. In the unlikely
event a defect is found, your complete satisfaction in quality and workmanship is guaranteed.
Increasing demand for wooden home and office furniture and machine made wooden door,
door frame, stair rail, molding bit, wooden floor, kitchen cabinet etc.

17. 16
Competition with Other brands:
As this is the leading company in furniture business in Bangladesh so their growth is very
high rather than any other furniture company in Bangladesh.
From this chart we can easily evaluate the growth performance of Navana with its
competitors.
In 2008 Otobi’s growth was 25%, Partex- 18%, Navana-12%, Hatil-16% and Akhter 28%
In 2009 Otobi’s growth was 40%, Partex- 28%, Navana-16%, Hatil-20%, Akhter-35%
And in 2010 Otobi’s growth was 60%, Partex-35%, Navana-20%, Hatil-24%, Akhter-40%
From this analysis we can see that every firm’s growth is increasing but the growth of
Navana is the highest among them. (Furniture Market in Bangladesh, 2014)

18. 17
Market Share:
As Navana provide furniture for not only a specific class of the society, they have got a huge
market share all over the country. And this is a very positive sign that they are treating
different customers in a same way. The upper-middle class people are ready to buy quite
expensive product, so they have captured 20% of the total market share. Here other 62% of
the furniture users prefer to use normal furniture which is only made of normal wood and
they find it from Hatil, Akther, and Legacy etc.
(Furniture Industry of Bangladesh, 2010)

19. 18
Navana’s competitive advantage achievement strategy
Navana brought the unique design furniture for their consumers. The design has the
international outfit as well as the traditional approach. That is the designs are up to date that’s
why consumers like our product. Nowadays, consumers are looking for more unique or more
stylish for organizing their home or office environment. That’s why consumers are buying
our product. Navana’s product quality is unique than the other competitors. Navana provides
some incentives to their customers to attract them. Sometimes they give their customers
discounts offer. So, consumers still buy their product as well as keep good relation with
customers. By proving customer satisfaction they maintain the customer retention. Navana
maintain customers not to switch their customers. That’s why they are also aware about their
competitors like Otobi, Hatil, Brothers Furniture, Partex. They have strategic plan in the long
run as well as short run. So, they can capture their consumers.
Sustainable Competitive Advantage:
It relates to a firm’s ability to achieve an advantage in delivering superior value in the
marketplace for a prolonged period of time. As Navana is one of the in furniture industries
among the other manufacturers, they can provide any kind of furniture and also the interior
supports to the customers. As a giant company now a day they are providing the complete
office solution to the consumer which has got a big support from the customer’s side.

20. 19
Recommendation:
Though Navana is a giant company in our country and try to enter the worldwide competition
it has some deficiencies with their customer support. As I am working here since January
2010 I have seen some problem inside it. Those are:
a. Need some immediate change: Foreign customers living in Bangladesh are one of the
target markets for Navana, who seek information from Navana's web page. Since for getting a
good experience current web page do not provide enough information about product
categories, price list, cross selling option or online booking system. So Navana should take
immediate action to redesign their webpage to meet customers demand.
b. Slow delivery process: Since Navana do not have enough vehicles to delivery products to
customer mailing address and often hire third party to make delivery process fulfill. Delivery
process is slower, because of hiring third party takes time and they often are not serious to
deliver the product to customer mailing address on time. Even for improper monitoring we
face many odd situations in front of the customers. So Navana should use their own vehicle
or to talk with third party about the problem of delivery process for giving a good experience
to the customer.
c. Production Limitation: Manufacturing process vastly depends on receiving order from
customers and getting raw materials from suppliers. Since Navana follow manufacturing
world class furniture but do not implement just in time process in their manufacturing plant,
which is very important part of logistics in manufacturing industry. Absence of JIT in this
competitive market create delay in manufacturing products, result lose of potential and
existing customers
d. Lack of showroom storage: There are 19 outlets inside the Dhaka city. But all outlets
don’t have enough storage. For this reason we can’t deliver instantly from all of our
showrooms. So storage capacity should increase immediately for deliver the product to the
customer’s end as soon as possible.

21. 20
Conclusion :
Navana Furniture Limited is always focused on mass customer rather than niche marketing.
Base on this concept, they give their best effort to satisfy their customer all over the
Bangladesh. They can provide the services quickly cause, they have many outlets around the
country, distribution software system, lot of employees for providing best services, Cover
Van, Cargo Track and many other things to insure smooth delivery system as well as after
sales service of their company. Beside this they have also strong inventory system and
Inventory Management Software which is connected with central server. Navana Furniture
Limited is relentlessly working with a view to achieving highest standard of quality products
and after sales service to the entire satisfaction of their valued customer. Introduction of new
fashionable design is a continuous effort of Navana Furniture Ltd. to meet the changing style
and fashion of their customer, because their motto is “Changing Lifestyles”.

22. 21
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furniture-industry-6612
 Top Management Profile. (2011). Retrieved from Navana Cng:
http://www.navanacng.com/management_profile.php