Table of Contents Executive Overview 2 Industry analysis three or more SWOT Evaluation 4-7 Targets 7 Online marketing strategy 8 Actions Program on the lookout for Financial Output 10 Feedback , Control 10 Bottom line 11 Referrals 11 Exec Summery Concrete Industry is extremely important part of Bangladesh’s Industrial sector , Performs a vital role in socio-economic advancement.
Although concrete industry of Bangladesh has witnessed its ups , down current past but also in last 10 years it has restored , today it’s a self-sufficient industry of Bangladesh not only fulfilling domestic needs of Bangladesh as well exporting plenty of cement to other countries, bringing overseas reserves , help in up lifting Bangladesh’s GDP. Bangladesh is currently operating at their very own maximum ability due to the boom in business , commercial construction within just Bangladesh.
In this report I have chosen , Anchor’ cement, Olympic Cement Limited (OCL) of ‘Khansons Group’ simply referred to as gray concrete , we all will identify how they carry out product planning for that? Khansons Group features extended their industrial industry by putting-up a clinker grinding bare cement plant called as , Olympic Bare cement Ltd’. The rose is located at Rupatoli, Barisal all in a row along with its fabric industries. The finished item (cement) continues to be branded as , Anchor’ , a similar has become popular in the local industry. This bare cement project commenced its initial production in 800 tpd and gradually increased the availability to the level of 1, six-hundred tpd.
Olympic Cement Limited (OCL) is one , only cement factory containing targeted to meet the entire require of bare cement in The southern area of Bengal. As a result, OCL has concentrated its sales over a soaring tendency by raising production amount. OCL is maintaining the reputation of it is quality merchandise and aiming at the expanded project in days to come. Market Situation Overall Market Circumstance Bangladesh cement industry may be the 40th major market on the globe. There are 70+ cement production facilities in Bangladesh and daily production ability is sixteen. 687 Mil MT.
In January 2012, Bangladesh’s Foreign trade Promotion Bureau released info confirming that cement exports had witnessed a 21% increase in the first several months in the current fiscal year (July 2011 ” January 2012). The increase in the cement sector is because of the growing construction activity in the country , increasing creation expenditure by govt. For this reason the product sales of concrete sector will likely rise annually. Product Circumstance Since Cement is a specialized product, demanding sophisticated system , development location, so , Most of the bare cement industries in Bangladesh can be found near/within a river side that are abundant in clay.
Flat iron , vitamin capacity therefore ‘Anchor’ bare cement is situated near to the bank of river ‘Kirton Khola’. Point cement mounted capacity can be 1, six hundred tpd presently with the turnover of 50 crore in a year. Competitive Situation: In competitive scenario we will certainly describe all of the competitors of Anchor Concrete producing dreary cement. You will find 70 & firms in the market along with Anchor Concrete. All these businesses are using diverse marketing techniques to grape as much market share as possible but are acting such as a cartel within the tree of APCMA.
They may be producing same quality of cement using most same price and features essential competition on the market is very tough for neighborhood as well as overseas market. All are using same bulk , penetration strategies to cover key portion of industry. Some are applying cost management strategy but due to affiliation act patterns they are not getting the target benefits that they wish to achieve. At present Crown concrete is the market leader while Anchor cement is a market in the national market but it is the leader in the local market of Barisal , the southern area of part of Bangladesh. Distribution Situation:
Anchor Bare cement Company uses different channels of allocation to transfer the gray cement from company to the different part of Bangladesh. ¢ACC >, Whole Sellers >, Retailor>, Customer ¢ACC >, Retailors>, Customer ¢ACC >, Buyer ¢ACC >, Regional Office buildings >, w/s Retailors Macro-Environmental Situation Macro environmental factors directly or indirectly effect the production with the company , its market. Macro- Environmental factors would be the factors that are not in the control over the company. These types of factors are¦.. 1 . Personal 2 . Regulation , order situation a few. Cultural values 4. Technical change. Demographic trends 6th. Economic State 7. Inflation Opportunity , Issue Examination After completing the industry analysis now we can do analysis of opportunities , issues intended for the ACC. Opportunity is known as a chance of improvement or growth that is available on the market , the organization has to acquire it intended for the improvement and success while issues are the some weakness or menace for the corporation to avoid or perhaps settled straight down. For this purpose we have to do SWOT analysis of ACC. Durability of ACC Strengths will be the internal confident factors of advantage a company offers. Following is definitely the strength of ACC. Installed Capacity: Installed capacity of company is 16. 687 Million MT daily , they are producing 6007. 32 MT per annum so they can go beyond the production conveniently by proper implementing their very own marketing mix strategies , it will immediately increase revenue of the organization. oRaw Materials: Anchor Concrete Company can be found near the traditional bank of the riv kirtonkhola. So they can easily avail the huge hold of raw materials with a very low cost while compare to other competitors’ as their cost of materials is high. oHigh Top quality of ACC: Quality of ACC is more preferable than the standard set by Bangladesh , importers.
Quality of production is better than almost all of the competitors in the market. oCheap Labor: They are using cheap labor market of Bangladesh which can be strength of those , due to this their price is low since compare to various other compotators. oGood Govt. Procedures: Local , federal govts. Policies happen to be supportive , favorable for the cement sector. They are having many benefits in term of electricity and so forth from BD govt. So over all ACC is taking pleasure in good environment created by Government. Weak spot of ACC Weaknesses would be the internal negative factors of your company which should be avoided as well as to be controlled.
Following will be the negative factors of ACC. oNot Utilization of Full Ability: ACC can be not utilizing its total capacity of production of gray cement. They can generate more each year so certainly not utilizing their complete capacity is additionally their downside which they will need to convert that into opportunity. oFuel , Electricity Expenses: ACC cost comprises much more than 50% costs of gasoline , electric power. So they should minimize these kinds of expenses as much as they can. It can really help them in enjoyable their market share , progress , profit as well. They will convert their particular system or perhaps can make their own electrical power by investing in this sector. Managing: ACC main boards of directors will be from the same family which a negative component of them. So they should present competent personnel’s in the firm for the growth. oFreight Charges: Freight or transportation costs to other areas of the nation are also problems for them which should be settled down as soon as possible. They have to minimize their particular expenses to avail increased markets within other parts of Bangladesh. Chances for ACC Opportunities are chances intended for progress or advancement which can be found in the market and the company needs to avail it for the progress and profitability.
These are positive exterior factors. Next are the possibilities available for ACC. oGovernment Advancement Expenditure: Government: is spending huge amount on development jobs like roads, schools, private hospitals, dams , infrastructure and so forth ACC may avail these types of opportunities by simply responding punctually to these projects. oConstruction of Big projects: Lately there are many big projects are going on Bangladesh like construction of Jamuna future playground, many substantial rise properties etc, as well in nationwide , in Barisal.
ACC should check out all these opportunities to increase their market share. oDemand of Bangladeshi Cement: Just lately Bangladeshi concrete demand can be increasing everyday in international markets so ACC can easily improve its foreign market share. This will always be very good , lucrative for them. Dangers for ACC Threats would be the negative factors that are available in the external environments. These are unhidden threats which can be waiting for , company ought to be ready or prepared to tickle down each one of these threats for their existence , survival. Next are the risks available for ACC. High Energy Prices: Energy rates are constantly increasing in Bangladesh , worldwide which is directly impacting on the profitability of ACC since major part of cost involves fuel , energy bills so they must find out substitute source of energy to reduce the cost of merchandise. oHigh degree of Taxes , Custom work: High level of cost , custom obligation are impacting its earnings. So government. should take positive steps intended for the development of the industries. oCompetitors: There are 70+ firms in cement market which make your competition very challenging.
Each company is trying to obtain as much reveal as they can easily and they are employing different techniques to exceed their sales. So , ACC should take proper steps due to the growth whilst taking into consideration every one of the Competitors. oPolitical Instability: It is additionally a main threat for ACC because it provides changes in laws and regulations , legislation accordingly. Goals After analyzing all the elements now all of us will collection the objectives or objectives we can say, for ACC that is going to be performed in the next economic year with the company. Each of our objectives must be? Specific? Considerable? Achievable? Genuine? Time bound There are 2 kinds of targets which are: Financial Objectives ¢Marketing Objectives Monetary Objectives: Economical objectives happen to be related with the financial efficiency of the company or simply aims that relate with finance. Pursuing are the monetary objectives we can arranged for ACC for 2013.? Profit following taxes needs to be 60 crore? Cash flow must be 10% high Marketing Goals Financial targets should be transformable to advertising objectives. Advertising objectives will be related to market or general industry. Subsequent are the promoting objectives of ACC. Revenue should be 50 percent high Exports should be forty percent Average cost should be up to 450 pg
Sales of 5, 00, 000 plenty should be attained in 2013 Expand the amount of dealers Market share should be up to 5% Marketing Strategies Strategies will be the game plan or road map to offer the objectives arranged by the business by utilizing the resources. Following are the marketing plans that should be applied: oNew Marketplaces New marketplaces in outside , inside of the country ought to be achieved. oDistribution outlets Division outlets or perhaps big marketers must be found in all the targeted markets. oAdvertisement 2% budget should be given for advertisement campaign about bill boards , selected media route. Low pricing strategy Low pricing technique should be implemented as compared to rivals. oAlliance Forces should be made with distributors , realtors in important markets , inclination should be given to them. oSales force Sale force or perhaps sales agents also needs to be employed in remote control areas with 5-8% commission rate. oMarket Exploration 10% Price range should be invested in market research to be aware of competitors, customer behavior , new marketplaces. oLower cost of goods approach Cost of the cement ought to be low down to earn optimum profit Actions Programs Marketing plans should be supported with actions programs or perhaps day to day strategies.
Each technique should be separated in to little programs or action that can easily end up being implemented. This tells us what marketing strategy shall be completed by simply whom, once how , what will become the cost of that? Sales office have to do 25 crore sales after every 4 months.? Development department need to produce 0. 25 , 000, 000 tons every 4 several weeks.? Purchase department should purchase furnace petrol , recycleables 5% significantly less as compared to earlier year.? Managing should lessen unproductive expenses @10% as compared to last year.? Other incomes must be increased approximately 10 crore as compared to recently. Marketing office should attain their concentrate on within presented budget on such basis as six months. Economical Projections ¢Following are the general projection pertaining to year 2013. In millionsIncrease Sales500060% Cgs (Cost of goods sold)(3200)36% Major Profit120080% Other Expenses18010% Different Income2040% Revenue Before Taxes800 Taxes200 Net Profit60020% Reviews , Control In the last stage of item level preparing we will certainly consider does the company actually achieved it is objectives or perhaps not. With this step all of us will evaluate the actual outcomes with the standards set out right now there in the organizing stage.
In line with the above benefits , figures ACC offers achieved every one of the targets , goals successfully , successfully. They have effectively implemented the planning as compared to past year therefore they have obtained the level of performance what they want. Much more fruitful effects have been obtained. Usually, Point Cement Firm carries out three types of controlling tactics which are since under.. oAnnual Plan Control ACC generally do examine or check at the end of year that whether that have achived their annual goals/objectives or not really regarding revenue, profits, market share , growth etc .
They would like to know the space between real , normal, if identified any , then can fix it straight down in the future period. If they have performed much better then they watch out the reason why behind that to put into action forever in the organization. oAudit Control Internal Audit is carried out by the interior auditors. Exterior Audit is definitely carried out by external auditors. oStrategic Control Tactical Control may be the step in the last section. In ideal control generally they evaluate whether the Anchor Cement Company marketing strategy is suitable to the marketplace condition or not.
If not they are doing Changes in this to make implementable in the market. They will change their very own strategy in line with the market scenario that improvements so rapidly. Conclusion From the above analysis we could conclude that how a business usually really does their item or advertising planning. We pick Core Cement Organization collect data from diverse sources (mainly from web) , in that case make the palling for them accordingly. All the above discussion gives all of us a bird’s eye view regarding the best deal planning which a marketer may do. Sources http://www. khansonsgroup. com www. scribd. com Marketing Management- Philip Kotler, 11th model