Report on misami garments ltd. prepared by Tipu

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REPORT ON
Analyzing the Marketing
Strategy of “Misami Garments
Limited”

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Principle of Marketing
Course Code: BUS-201
Submitted To
MS. RUMANA FERDOUSE
Assistant Professor
Green Business School
Submitted By
NO Members Name ID Signature
1 SHAJAHAN TIPU 173006011
2 SUJANA JAMAN 182006043
3 Abir Hasan Showmick 163006033
4 Mehedi Hasan 181006050
5 Tanzial Afaz Aditi 181006048
From Green Business School
Submission Date: April 17, 2019

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Letter of Transmittal
April 17, 2019
MS. RUMANA FERDOUSE
Assistant Professor
Green Business School
Subject: Application for submitting the report on Analyzing the Marketing Strategy of
“Misami Garments Limited”
Dear Sir,
We beg most respectfully to state that, for the fulfillment of the course assignment, we have
prepared a report on Analyzing the Marketing Strategy of “Misami Garments Limited”
We have written this report based on our exposure in overall Marketing Strategy of “Misami
Garments Limited”. It is a great pleasure for us to present you this report. We shall be glad if
the Report can serve its purpose and we are ready to explain anything to you if you feel
necessary.
Thanking You,
Yours Sincerely,
Shajahan Tipu
ID: 173006011
On behalf of the Group

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Acknowledgement
First, we would like to express our gratitude to almighty ALLAH to give us
the strength to complete the Report within the stipulated time.
We are deeply indebted to our Academic Supervisor MS. RUMANA FERDOUSE
For her whole-hearted supervision. Her suggestions and comments were
really a great source of spirit to make the Report a good one.
Our sincere gratitude goes to Md. Kaudore Ali Lavlu, Senior Manager HR,
Admin & Compliance of Misami Garments Limited of Misami Bitopi
Group. For his cordial attitude and helping hand guides. In addition, we
would thank Misami Garments Limited for giving us the opportunity to
work with them. And also, for providing us useful information and
knowledge needed for our assignment.
April, 2019
On behalf of the Group
Shajahan Tipu
ID: 173006011
Student of BBA
Green Business School

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Table of Contents
SL No. Name of Contents Page No.
1 Executive summery 6
2 Introduction 7
3 Company Overview 7
4 Contact Information
Mission
Vision & Philosophy
8
5 Product type
Client
Industry Overview
9-10
6 SWOT Analysis 10
7 STP Analysis
Marketing Mix Strategy
11-12
8 Conclusion 12
9 References
Appendix
13-15

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Executive Summary
The main objective of this report is to sum up our course report job and to be familiar with
practical aspect of the theoretical knowledge gained in a classroom. This report is prepared as
per fulfillment of the requirements of the Principle of Marketing Course report.
This is mainly focused on Analyzing the Marketing Strategy of “Misami Garments Limited”.
We thought this topic is interesting and appropriate for studying and writing a report.
We believe that this report will enable the reader to understand in an easy way.

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Introduction
Garment industry is directly concerned with the end users and it meets the basic needs of the
people. This industry operates in highly competitive and complex environment, it has created
the rapid changes in the environment, and most of the people like to buy the readymade
garments, which are available in the market. The fashion brands create new designs and
styles of their garments and they can attract their clients. With the change in weather, the
dresses are also changed and the garment industry has many opportunities to look for the
suitable dresses.
The industry has scope to design the dresses for men, women and kids in both genders. They
need to adopt the effective strategy to prepared the garments and provide them in the market
in short time. The brands look for the modern and latest trend of the dresses according to the
seasonal demand and they take care of the needs of the clients. Huge number of people
associates with this sector and they are busy in preparing new and trendy dresses in the
garment industry. In the garment industry, the western wear dresses found in the stitched
pattern and people do not have tension to get these dresses stitched from the tailors.
Company Overview
Bitopi Group started in 1968 with Bitopi Advertising Limited under the resolute leadership
and vision of Reza Ali. In 1984, the Company made its foray into the new and young arena of
readymade garments with Misami Garments Ltd. The Company gradually expanded into
factories in the Comilla EPZ, Adamjee, and Manikganj; the original building in Shewrapara,
Mirpur stands to this day.
A continuously self-aware Company, Bitopi Group has since expanded outside of Apparel
Manufacturing and Advertising to Event Management, and the Fisheries & Agro sectors,
employing a workforce 14,000 strong employee.
Misami Garments Ltd. Is one of the organization Bitopi group

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Contact Information
Company Name : MISAMI Garments Ltd
Contact Person : MISAMI Garments Ltd
Address : 822/3, Begum Rokeya Sharani, Mirpur, Dhaka-1216 Bangladesh.
City : Dhaka
Zip : 1216
Country : Bangladesh
Business Type : Seller
Product/Service : Mens Wear, Womens Wear, Children Wear,
Total Employee : N/A
Phone : 02-8053387, 02-8053438
Fax : N/A
Website Address: http://www.bitopi-group.com/
Email info@misami.com
Mission
Bitopi believes in bringing world class standards to its work environment, in every business
that is engaged in and is dedicated to put Bangladesh on the world map as a destination of
excellence and quality.
Vision & Philosophy
The vision is derived from its name “Bitopi”. Bitopi is a Bengali word, which means a large
tree.
Our vision is to nurture and grow every business that we are engaged in, in an organic
sustainable manner, and to give back to society by not only creating better opportunities for
people who are engaged with us but to improve the standard of operations and create centres
of excellence.

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Product type
 Shirt
 Skirt
 Chino
 Jacket
Client.
 H&M
 Cheap monday
 Promod
 Zara
 Lifties
 Kmart
 Matalan
 Walmart
Industry Overview
Globalization has hit the populations of the third world hard. Unemployment has risen as
established industries have been destroyed and poverty has deepened. Yet the organizations
that clear the way for Foreign Direct Investment do have something to be proud of in
Bangladesh – the rapid expansion of the garments industry, which now employs
approximately 1.5 million people. However, for these workers the joy of having a job is
marred by the harsh conditions they endure in the workplace.
Bangladesh began creating Export Processing Zones (EPZs) in 1978 to attract foreign capital
and earn export dollars. In 1993 the Bangladesh Export Processing Zone Authority (BEPZA)
was set up and a blanket ban on trade union activity imposed. This is obviously the most
attractive feature for investors, on top of tax breaks and other incentives on offer. The EPZs
now employ 70,000 workers, mostly in the garment and shoe-making industries. National
labor laws do not apply in the EPZs, leaving BEPZA in full control over work conditions,
wages and benefits.
However, BEPZA ignores not only national standards but its own. The guaranteed minimum
monthly wages of $US70, $US 40 and $US 25 for skilled, unskilled and probationary
workers respectively is a laughable fiction. As is the entitlement of permanent workers to
annual festival bonuses, medical coverage, and accommodation and transportation allowance.
The body has consistently refused to give out letters confirming employment and does not
hire any workers on a permanent basis. In reality, earnings average about $20 per month –
less than half the official rate – and workers do forced overtime under threat of dismissal. The

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withholding of pay for months at a time – a practice common throughout the private sector –
is also the norm.
The situation in the garment industry at large is even worse. The nation’s top export earner
employs 1.5 million workers under conditions of super-exploitation. The majority are young
women from rural areas who have migrated to the urban centers in search of work. The
sweatshops are more like prisons than factories, with no fixed hours, regular breaks or days
off. Workers earn between $7 and $10 a month, for an average of 13 hours a day, up to 27
days per month. This comes to an hourly rate of two or three cents! The bourgeois media
reports that the industry currently owes $ 300,000 in back pay, a staggering amount
considering the miserly wages.
Garment workers change jobs frequently because of wage arrears, lay-offs, ill health or
harassment from the bosses and their “security guards”. As the vast majority of employees
are girls and young women – most living apart from their families – there are many cases of
physical and sexual harassments.
SWOT Analysis
When we visited this organization this time we find out some Strength and weakness of this
company. So now we want to show a SWOT analysis about overall this company.
Strength: we can find out that this company main strength is low cost labor and strong
communication process with client. they have more foreign customer and also, they have
responsible labor.
Weakness: There main weakness is extra rent cost, more warehouse cost and raw materials
problems.
Opportunities: they have more opportunities from out side their business such as more
transport facility, easy communication facility, and loan facility.
Threats: they have some threats such as strikes government rules, unskilled labor, political
violence, environmental disaster and labor strikes.

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STP Analysis
Segmentation: There are many different ways to segment their target markets. They use the
following approaches:
Demographic – By personal attributes such as age, marital status, gender, ethnicity,
sexuality, education, or occupation.
Geographic – By country, region, state, city, or neighborhood.
Psychographic – By personality, risk aversion, values, or lifestyle.
Behavioral – By how people use the product, how loyal they are, or the benefits that they are
looking for.
Targeting: they decide which segments to target by finding the most attractive ones. There
are several factors to consider here
First, look at the profitability of each segment. Which customer groups contribute most to
your bottom line?
Next, analyze the size and potential growth of each customer group. Is it large enough to be
worth addressing? Is steady growth possible? And how does it compare with the other
segments?
Positioning: they are positioning their business through such identification such as:
identifying your unique selling proposition and draw a positioning map to understand how
each segment perceives your product, brand or service.
Create a value proposition that clearly explains how your offering will meet this requirement
better than any of you
Marketing Mix Strategy
Product
There are Main product are:
1. shirt
2. skirt
3. chino
4. jacket

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Place
They are select their place bas eon some specific factors such as
Availability of labor
Availability of raw materials
Customer availability
Transport facility
Price
They are select their product price base on sum of production cost and profit .and also
consider about the product demand and customer availability.
Promotion
They are promoting their product through buying house and internal and external channel
also promote their product base their goodwill
Conclusion
The Bitopi Group is dedicated to deliver products and services of the highest quality possible
their goal is not only to deliver the final product on time, but also to instill and nurture trust,
dedication, and support from the clients who are their partners in every step of the process.
They accomplish this by taking greater responsibility for their products through strict quality
assurance, seamless interdepartmental communication and sourcing.
Above all, they achieve this by recognizing the human capital, which is their most precious
asset and by conducting our business with courtesy to their staff at every level.

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References
1. http://www.bitopi-group.com/
2. http://marketingdawn.com/marketing-plan-of-garment-industry/
3. https://www.textiletoday.com.bd/topics/bitopi-group/
4. http://database.dife.gov.bd/index.php/factories/accord-assessed/details/4/745
5. https://www.steinsourcing.com/item/misami-garments-ltd-s000062bd010119/
6. www. Wikipedia .com
7. https://www.zlothing.com/listings/misami-garments-ltd-2/
Appendix

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