Otobi limited R
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Otobi Ltd. is a leading furniture maker in Bangladesh that wants to increase sales of its bookshelf product line. The document provides a SWOT analysis, identifying strengths in experience and brand value but also weaknesses in marketing expertise. It outlines objectives to develop new markets, enhance the online presence, and establish strong distributor relationships. A marketing strategy is proposed that involves market segmentation, targeting students and intellectual customers, and developing the marketing mix of product, price, place, and promotion.
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Strategic Analysis of Otobi Ltd.
Otobi is the market leader in the furniture industry in Bangladesh. It has the largest annual production and market share compared to competitors like Hatil and Pertex. Otobi exports to countries in Asia, Africa, Europe and North America. It aims to increase exports annually. While it faces threats from new entrants and substitute plastic furniture, Otobi maintains efficiency through experienced workers, economies of scale, and specialized production. Its corporate strategy focuses only on the furniture business. Marketing strategies include positioning based on quality and service and promoting through various advertising channels.
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- 1. OTOBI Limited PREPARING A MARKETING PLAN FOR BOOKSHELF | MARKETING 202
- 2. ABOUT OTOBI LTD. Otobi, is a leading furniture maker company in Bangladesh. The company was established in 1975 by Nitun Kundu. Within a relatively short period
- 3. About Product Otobi Ltd. in 2010 introduces bookshelf on their product line Customers Otobi controls almost 80% of the country's furniture market at present Competitors
- 4. Marketing Opportunities & Issues SWOT Analysis Strengths – Experience, Brand Value, Location, Financial Support, Loyal Customers Weakness – Marketing Expertise, Poor Quality, Undifferentiated Product & Services, Suppliers Opportunity – Developing Market, International Market, The Price and Quality Threat – New Competitors, Price war, Competitor’s Channel, Downturn in Economy
- 5. Objectives Increase sales volume Develop new market, increase growth and share of business over the upcoming one year period Establishing a strong distributor relationships Provide superior value to customers Enhance Online presence
- 6. Marketing Strategy Market Segmentation – Geographic, Demographic, Psychographic Target Markets – Students, Intellectual Persons, Luxury Class and School/College, Office Positioning Strategies based on Marketing Mix (Conti…)
- 7. Strategies Based on Marketing Mix (4Ps) Developing 4ps along with vision, mission and goals. 4ps- Product – Quality, Design, Features, Varieties Price – List price, Discounts, Credit Terms Place – Channels, Coverage, Location, Transportation Promotion – Advertising, Public Relation, Sales Promotion
- 8. Control Marketing Objective Performance Measurement Comparing result against Standards Correction and Alteration Objective What do we want to achieve? Performance Measurement What is happening? Comparing Why is it happening? Corrective Action What should we do about it?
- 9. Conclusion If the company can identify the correct choices and preferences of design, quality and other related stuffs that affects customer buying behavior Otobi Ltd. can revive the product.
- 10. Thank You