KT-18H

KT-18H

Window
Type: KENSTER AC

Kenwood
Car Audio

2.3 GROWTH
& DEVELOPMENT OF THE COMPANY

Actually
company developing their product and day by day company has increased their
sales volume. Company takes different types of developing activities like,

Do
developing features of product,

Make
newly quality product,

For
which company sales is increased as a result, company has developed and growth
their product.

At
present, company sales volume & production is upwards slopping and they
also take decision for sales promotional activities like Discount offer Raffle
draw free gift and others promotional activities.

Now
show the sales volume & production volume previous five years (2001 to
2005).

There
are given bellow. (It is applicable for NIPPON television)

2.4 MISSIONS,
VISSION, AND OBJECTIVE OF THE ORGANIZATION

MISSION
/BUSINESS AIM:

Creating
Famous brand of Bangladesh & Constructing first rank Enterprise.

VISSION
/ ENTERPRISE MOTTO:

Maximum
satisfaction for consumers more opportunities for Employees greater benefit for
the society.

OBJECTIVE
/ ENTERPRISE SPIRITS:

Loyal
& united & innovative.

2.5 FUNCTIAL DEPARTMENT

Organogram

Production
and Service

		Organ gram: Sales, Marketing, Distribution and Administration

ø Sales
Department, Retail

Carry
out the most important job of the company, i.e., sales, through retail chain
management. The company has 65 own showrooms and more than 550 dealers through
which the retail sales management directly sell its products to the end users.
These distribution centers are closely supervised by the executives of sales
department. Each of the sales points are driven by targets set by the
organization. Periodic reports, visit of the officials and monitoring their everyday
activities are the control mechanism used by this department.

ø Sales
Department, Corporate

A
Team of professional headed by a well experienced manager operates the
corporate sales department. High-end products like room and industrial
air-conditioners and bulk sales are conducted by this department. The
executives of corporate sales department maintain close relationship with the
corporate and government buyers to meet set targets and ensure sales growth.

ø Distribution
Department

Distribution
Department works independently with their own fleet of covered container vans
and pickups for distribution. They have central warehouses at Dhaka at the
factory premises and at Kanchpur along with regional warehouses with all 12
branch offices. Distribution executives prepares everyday distribution schedule
according to the requisitions from the sales department.

ø Marketing
Services Department

Marketing
Services Department conduct the promotional campaign and conduct market survey
and are instrumental in forming company’s marketing strategy. Separate brand
executive are assigned with separate brands and they are responsible to prepare
marketing and sales strategy along with targets for sales departments. They
closely monitor sales trends and market environment and change or adjust
strategy, if necessary. A team of this department constantly seek for business
opportunities and recommend for new products after proper market research and
feasibility study. Management Information System is functional by a team of
computer operator who prepare daily reports consists of sales and other
activity data.

ø Administration
Department

Administration
Department conducts all the activities related to administration and human
resources management. This department keeps and maintains records of all
employees including factory labors and loaders. Employee selection and
recruitment, compensation management, employee training etc. are one of the
major functions of this department. This department also maintains the records
of assets and legal affairs of the company. Various corporate issues like
security, VAT, Taxes etc. are also the core responsibilities of Administration
Department.

ø Accounts Department:

The
finance and account department is fully geared with a team of professional
accountant with the headship of highly qualified accounts and finance
specialists. The core function of this department are keeping records of all
transactions of the company along with managing and controlling company’s
liquid assets to ensure profitability. This department prepares various
financial reports like profit and loss, trading accounts and balance sheet.

ø Audit Department:

This
department examines and assesses all the sales points along with other
department. Major Audit takes place twice in a year in which each and every
department need to justify their every transactions. General audit take place
where and when it is required by the management.

ø Credit Management:

Credit
Management is a new addition of the company. The core responsibility of this
department is to closely monitor the hire-purchase management to keep them
function according to the company’s financial and administrative policy.

ø Commercial Department:

This
department manages all the activities related to product import and accordingly
maintains relationship with the custom officials and Clearing Forwarding
Agents. The core function of this department is to ensure discharge products
from ports in due time and maintain and prepare all necessary papers to submit
to customs office.

ø Production Department:

Production
department is fully geared with 4 storied production floor and state-of-the-art
equipment for assembling color and black & white television in both CKD and
SKD form. An engineer who has years of experience in the same industry heads
the production department.

ø Service Department:

The
company has 35 service centers throughout the country from where it provides
after sales service to the customers. The service department keeps adequate
stock of spare parts and distributes it to the service centers as per
requisition. It also give service training to the technician and are
responsible for satisfy customer through prompt and perfect after sales
service.

ø Mechanical Department:

The
company has its unique mechanical department which maintains fitness of all the
vehicles of the company. This department also provides after sales service of
air conditioners and refrigerators through its mechanical engineers and
technicians.

3.1
MARKETING MIX ANALYSIS

Marketing
mix as the set of controllable, technical marketing tools that the firm blend
to produce the response it wants in the target market the marketing mix
consists of everything the firm can do to influence the demand for its product.
Marketing mix is the set of marketing tools that the firm uses to persuade its
marketing objectives in the target market.

Mc
Carthy classified these tools in to four groups that he called the four Ps of
marketing. The main possibilities can be collected in to four groups of
variables know the four Ps-these are given bellow

Marketing
Mix Marketing Management Introduction. The marketing Mix, a basic tool of
marketing manager, is defined by Microsoft Encarta world English dictionary as:
“Mar.ket. ting mix (Plural Mar.ket.ting
Mix.es) noun mixture of marketing techniques: the particular mixture of
marketing techniques, for example, pricing, packaging, and advertising, used to
promote the sale of a product” (2000).Marketing Mix is also know as the Four
P’s.

The
four P’s stand for product, Price, Place, and Promotion. This paper will look
at the Marketing Mix by explaining what the Four P’s are and show how a
business would use the mix to market a product or service, this is done by
using the Four P’s a to establish what the Product is, the price, the place and
the promotion. Marketing managers bring the elements of the four P’s together,
combining them to achieve a greater result from their combination then each of
the individual effects of the Four P’s (Anderson, Vincze 2000). The Four P’s
consists of the following:  Product –

This
is the good or service that the company provides. However it is more then the
product or service itself, it is also the benefits that meet 

The
marketing mix model (also known as the 4 Ps) can be used by marketers as a tool
to assist in implementing the marketing the marketing strategy. Marketing
managers use this method to attempt to generate the optimal response in the
target market by blending 4 (or 5, or7) variables in an optimal way. It is
important to understand that the Marketing Mix principles are controllable
variables. The marketing Mix can be adjusting on a frequent basis to meet the
changing needs of the target group and the other dynamics of the mar0keting
environment.

3.2 PRODUCT

Product:
‘Anything that can be offered to a market for attention, acquisition, use or
consumption that might satisfy a want and need. In includes physical objects,
services, persons, places, organization and ideas. “Historically, the thinking
was: a good product will sell itself. However there are no bad products anymore
in today’s highly competitive markets. Plus there are many laws giving
customers the right to send back products that he perceives as bad. Therefore
the question on product has become: does the organization create what its
intended customers want? Define the characteristics of your product or service
that meets the needs of your customers.

ø PRICE

Price:
“The amount of money charged for a product or service, or the sum of the values
that consumers exchange for the benefits of having or using the product or
service.” How much are the intended customers willing to pay? Here we decide on
a pricing strategy- do not let it just happen! Even if you decide not to ask
(enough) money for a product or service, you must realize that this is a
conscious decision and forms part of the pricing strategy. Although competing
on price is as old as mankind, the consumer is often still sensitive for price
discount and special offers. Price has also an irrational side: something that
is expensive must be good. Permanently competing on price is for many companies
not a very sensible approach.

ø PLACE

All
the company activities that make the product or service available to target
customer. Available at the right place, at the right time, in the right
quantities? Some of the recent major changes in business have come about changing
place. Think of the Internet and mobile
telephones.Locations;Logistics;Channel;members;ChannelMotivation;Market;Coverage;Service;Levels;Internet;Mobile.

ø PROMOTION

Promotion:
“Activities that communicate the product or service and it’s to target
customers and persuade them to buy”. (How) are the chosen target groups
informed or educated about the organization and its products? This includes all
the weapons in the marketing armory – advertising, selling, sales promotion,
public relation, etc. While the order three P’s have lost much of their
meanings in today’s markets, Promotion has become the most important P to focus
on. Advertising; Public relation; Message; Direct Sales; Media; Budget.

The
function of the Marketing Mix is to help develop a package (Mix) that will not
only satisfy the needs of the customers within the target markets, but
simultaneously to maximize the performance of the organization. There have been
many attempts to increase the number of P’s from 4 to 5 P’s in the Marketing
Mix model. The most frequently mentioned one being people or personnel.

Many
people have already heard about the “4 –Ps of marketing”. Generally speaking,
the so-called “marketing mix “is a framework which acts as a guideline for
marketers to implement a marketing concept. It consists of a set of major
decision areas that a company needs to manage in order to at least satisfy
consumer needs. According to Kotler et al. (1999) the mix is a set of
“controllable tactical marketing tools
… that the firm blends to produce the response it wants in the target
market”. Hence, in an effective marketing program all of those elements are:
mixed” to successfully achieve the company’s marketing objectives.

However,
the 4-P’s approach has often been criticized in the past. Some critics for
example argue that “it oversimplifies the reality of marketing management”
(quoted in Jobber 1998)

Furthermore,
in the context of relationship marketing (to consumers) or key- account
management (in industrial marketing), it could be argued to add “partnerships”
as an additional “P” to the marketing mix as well. Main reasons for this
additional would be the grown focus in marketing towards long- term orientation
that needs to be considered in most marketing concepts.

As
one con observe from various marketing related discussion boards on the net (
or from the marketing literature), there is no clear “yes” or “no” regarding
the usefulness of any possible extension to the traditional 4-P’s approach in
marketing.

The
biggest advantage of this discussion however is probably that those who discuss
it deepen their own knowledge- not only about the marketing mix in particular
but also about marketing in general.

Note
that four P’s represent the seller’s view of the marketing tools available for
influencing buyers. From a buyer’s point of view, each marketing tools is
designed to deliver a customer be4nefit. Robert Lauterborn suggested that the
sellers four P’s correspond to the customer four Cs.

	Product				Customer Demand

3.6
Responded Profile

1.
Name & Address:

……………………………………..

2. Age:

A)
0-10 B)
11-20

C)
21-30 D) 31
Above

3. Income level:

A)
0-5000 B)
6000-15000

C)
16000-30000   D) 30000 Above

4.
Occupation: A) Teaching   B) Banker C) Doctor

5.
Family Size:

A)
0-3 B) 4-8   C) 9-12   D) 12 Above

…………………………………………………………………………………………………

QUESTIONNAIRE

1)
You would buy NIPPON CTV for it’s

A.
Better quality

B.
Reasonable Price

C.
Brand loyalty

D.
Advertisement

E.
Reliable After Sales Service

F.
Durability

G.
Hire purchase Scheme

2.)
You would not buy NIPPON CTV for it’s…

A.
High Price

B.
Poor outlook

C.
Doubt about quality

d.
Lack of advertisement.

E.
Poor after sales service

3)
How do you perceive the quality of Nippon CTV?

A.
Excellence

B.
Very good

C.
Good

D.
Average

E.
Poor

4)
How do you perceive the Price of Nippon TV?

A.
High

B.
Competitive

C.
Reasonable

D.
Cheap

5)
Which is the strength of NIPPON CTV?

A.
Heritage

B.
Freedom of choice from 20 models

C.
The slogan: NIPPON Hazir

D.
Goodwill

6.)
Are you Aware of Limo’s Hire Purchase Scheme?

A.
Yes

B.
No

C.
Not Sure

7).
How would you feel to pay installments if you buy through HP (Hire Purchase)

A.
Easy

B.
Moderate

C.
Hard

8)
Do you find any diffirenties finding showroom / Dealers’ of NIPPON CTV?

A.
Yes

B.
No

C.
Not sure

9)
How do you feel about NIPPON SHOWROOM?

A.
Very Attractive

B.
Attractive

C.
Average

D.
Not Attractive

10)
The Sales Representative of NIPPON CTV is Smart, Knowledgeable and Pleasant.

A.
Strongly Agree

B.
Agree

C.
Disagree

D.
Strongly disagree

11)
How do you perceive the after sale Service of NIPPON CTV?

A.
Very much Reliable

B.
Reliable

C.
Average

D.
Poor

12)
Can you remember the slogan of NIPPON CTV?

A)
Yes   B) No
C) Not sure D) If yes, Please
Mention ……………

13)
Which Advertisement stimulate you most

A.
NIPPON Hazir

B.
Chena Tv NIPPON

C.
Aburo Nippon Hazir

14)
Can you remember any sales Promotion Program of NIPPON?

A.
Yes

B.
No

C.
Not sure

D.
If yes, please mention …………..

15)
What kind of sales promotion you would prefer most.

A.
Free Gift

B.
Scratch card

C.
Cash Discount   D) Others

16)
Do you prefer the place of LIMO Showroom?

A)
Yes

B)
No

17)
Please mention your opinion about Nippon TV.

……………………………………………………………………………

………………………………………………………………………………

3.7

Question
: 1. You would buy NIPPON CTV for its……………

Table:
1

Question:
2. you would not buy NIPPON CTV for its……………

Table
no : 2

INTERPRETATION:2

Question:
3.How do you perceive the quality of NIPPON CTV?

Table
no :3

INTERPRETATION:3