1.

Introduction:
Electricity is the most potential for foundation of economic growth of a country
and constitutes one of the vital infrastructural inputs in socio-economic
development.The world faces a surge in demand for electricity that is driven by such
powerful forces as population growth, extensive urbanization, industrialization and the
rise in the standard of living.
Bangladeshis a country with 160 million people in a land mass of 147,570sq km. In
1971, just 3% of Bangladeshs population had access to electricity.Today that number has
increased to around 50% of the population still one of the lowest in the world-but access
often amounts to just a few hours each day. Bangladesh claims the lowest per-capita
consumption of commercial energy in South Asia, but there is a significant gap between
supply and demand. Bangladeshs power system depends on fossil fuels supplied by both
private sector and state-owned power system. After system losses, the countrys per
installed capacity for electricity generation can generate 5,900-6300 Megawatts of
electricity per day; however, daily demand is near 8,000 Megawatts per day.
In general, rapid industrialization and urbanization has propelled the increase in
demand for energy by 10% per year.Hence it is a very attractive market for Electrical
Manufacturers. Presently there are numerous companies in this market: each of them
trying to maintain and expand their share. Among them Adex Group is one of the
leading companies in the sector.


1.2 Objective of the Report
1.2.1 Broad Objective
To utilize the experiences gathered during the internship
To observe the activities of Marketing Department of ADEX Group.
1.2.2 Specific Objectives
To demonstrate different aspects of the organization
To present my observation and suggestions regarding Marketing of ADEX Group.
1.3 Methodology
The data needed to prepare this report has been collected from both primary and
secondary sources.

1.3.1 Primary Data Source:
Primary data has been collected through unstructured personal interviews and
discussions with officials of Sales & Distribution Department of ADEX and also
from the field visit.

1.3.2 Secondary Data Source:
The secondary data have been collected through ADEXs official website,
catalogues and other print media.


1.4 Limitations:
While doing the internship report, I faced some obstacles. Internship report is one
kind of research work. Research work requires enormous time and effort. But the time
provided to us is not enough to do the report. Moreover mine was on job training rather
than Internship. As my working division is Marketing Department of ADEX, its
prohibited to disclose some information. This affects the quality of the report. Lack of
experience of this type project is one of the main constraints of the study.











2. Company Introduction
2.1 Adex Group:
Adex originally started its operation as a specialist in automation and
distribution system for process industries, supporting its customers
technically to develop automation systems as well as with automation
components and spare parts. Because of its technical superiority and quality
aesthetic look systems/equipment, Adex won the heart of its customers in a very
short span of its starting operation.
However, to cater demand, Adex has been set to expand its activities as
manufacturer of electrical distribution and industrial control equipment in the
field of:
Power generation
Power transmission & distribution
Protection Automation Metering & Measurement
Industrial controls
Power management
Industrial & Public lighting system
Its activities now range from 132KV down to the low voltage machine
connections with manufacturing plants and testing laboratories.
The R & D section command a budget of 3-5% of its' annual turnover.
It has employed specialists and developed special softwares for design of
system & equipment to comply with country's requirement in accordance with
international standards. From its founding, Adex has attached the greatest
importance to quality in the design, selections and manufacture of its products to
ensure ever greater satisfaction as well as the needs of its customers.
The commitment to quality has underpinned the current success of Adex
leading to continued growth.




2.2 Adex Strive to:
Become the leading knowledge centre in our field by leveraging global research
partnerships on pour and energy field broaden the scope of available energy technology
in line with latest improvements in concept and design.
2.2.1 Our goals
To be the most admired and responsible integrated company with international foot
print, delivering sustainable value to all stakeholders.
The visionary goals are the lofty objectives that the Adex management decides to
pursue. This vision describes some milestone that we will reach in the future and may
require a decade or more to achieve. These visionary goals are longer terms and more
challenging than strategic or tactical goals. There may be only a few percent chance of
realizing the vision, but we must believe that we can do so.
These goals are challenging enough so that we nearly gasps when we learn of it and
realize the effort that we would be require to reach it.
The visionary goals fall into one of the following categories.
Target
Quantitative goals such as sales target
Common enemy
Centered on overtaking specific firms
Role model
To become a role model for different sector and market.
International transformation
Especially appropriate for every large corporation.
2.2.2 Our Mission
Operating our assets at our benchmark levels.
Executing projects safely, with predictable benchmark quality, cost and time.
Growing the Adex Group business, be it across the value chain or across
geographic, and also in allied or new businesses.
Driving Organizational Transformation that will make us has the conviction
and capabilities to deliver in our strategic intent.
Achieving our sustainability intent of Leadership with care, by having
leading and best practices on Care of the Environment, care for the
community, care for the customers and stakeholders, and care for the country.
2.2.3 Our Values & Beliefs
Teamwork and Relationships
Going beyond the individual encouraging boundary less behavior.
Learning
Nurturing active curiosity- to question, share and improve
Quality
We will seek highest level of quality in our products and services.
Respect for individual
We will treat others with dignity, sensitivity and honor.
Entrepreneurship
We seek opportunities they are everywhere.
Deliver the promise
We value a deep sense of responsibility and self discipline, to meet and
surpass on commitments made.
Social responsibility
Anticipating and meeting relevant and emerging needs of society.
Act Like Owners
Be accountable for our actions and inactions
Reward our people for taking risks and finding better ways to solve
problems
Learn from our outcomes -- what worked and what did

2.2 History of Company
After its establishment in 1982, Adex Group has grown in a good manner and
made its place to the market as one of the best electrical manufacturing firm in
Bangladesh today. Following are the step by step by how this company proceeded
through in 31 years,
1982: Establishment year
1983: Introduced Telemecanique Industrial control products to Bangladesh.
1984: Incorporated under Joint Stock Company.
1984: Introduced BusbarTrunking system for the first time in Bangladesh.
1985: Started manufacturing Switchgear Panels in Bangladesh.
1986: Officially Adex became partner for marketing Merlin Gerin'sLV and MV
product to Bangladesh Market.
1988: Finetrend Ltd. The first sister concern of Adex group was established in UK.
1990: Started manufacturing Distribution transformer. 1995 Shifted to
factory to own premises at Shyampur.
1998: Developed VCB design in Bangladesh and got tested by CPRI.
2000: Established Adex Engineering Ltd.
2001: Shifted to bigger factory at Gazipur.
2002: Joint venture with a British company SO Electric for assembling, testing
and marketing of SQ Electric product in Bangladesh and Southeast Asia.
2004: Achieved ISO 9001:2000 at one go.
2005: Started manufacturing power and lighting BBT.
2007: Establish a complete new fully equipped modern LAB to test up to 35kA.
2009: Started Assembling MCCB up to 630A.
2009: Upgraded to ISO 9001:2008
2009: Established Adex Lighting System and Automation
2010: Achieved test certificate from Moody International.
2013: Total Automated Electrical Manufacturing Unit for Transformers and
Circuit Breakers established, first of its kind in Bangladesh
2013: Production of up to 400kVA Power Transformers in Bangladesh, which
other manufacturers are yet to produce.

2.3 Products of the Company:

2.3.1 Electrical Product

Adex Engineering Ltd. is the manufacturing unit of Adex Group. The unit is running
independently since 1995.
The Manufactured products at AEL factory are:
High Voltage Switchboards
Low Voltage Switchboards
Oil cooled and Cast Resin Distribution Transformer
Power transformer
Distribution Boards
Cable tray
Cable ladder
Power BusbarTrunking system
Miniature, Molded Case, Vacuum and Air Circuit Breakers
All products and electrical systems are designed by the specialized engineers using
tailor made engineering software complying 1EC 60298, IEC 60076, 1EC 60056, 1EC
609472, 1EC 604394, IEC 604392for complete safety of man and machines as well as
economical design satisfying the requirement of the installations considering current
ratings, short circuit levels environmental conditions voltage drops etc.

2.3.2 Energy Efficient and I ntelligent Lighting Control
Adex Group provides complete lighting solution from planning to installation, this
service includes:
Lighting Design
Interior Lighting Design
Exterior Lighting Design
Emergency Lighting Design
Daylight Studies
Digital Renderings
Computer Simulation Luminaire Design

2.4 Worldwide partners of Adex Corporation:
Adex Corporation has always on for making good relationship with other leader of
power and electrical companies to expand its product line. Till now Adex Corporation
has more than 10 partners and expanding its business almost everywhere in the world.
The partners of Adex Corporation Ltd are as following:
Schneider Electric, France
SQ Electric Co. Ltd, UK
Circutor, Spain
LEEEC, China
ZEZ, Czech Republic
Indelec, France
Roederstein, Germany
Howard Johnson, USA
Trilux, USA,
Osram, Australia



2.6 Departments of ADEX Corporation:
Adex Corporation Ltd. has the following department:
Administration Department
Store Department
Account and Finance Department
Purchase Department
Production Department
Research and Development Department
Sales and Marketing Department

2.6.1 Administration Department:
This department has been doing their job not strictly. This department is very
humanitarian to the company. But this is not good thing for the company. I think that this
diction should have stongness procedure to maintain the whole company otherwise
everything will be loose.
2.6.2 Store Department:
This department also has been performing their activities well. They have to resister
each and every material whether it is local or foreign purchase and distribute all the
materials to the respective department as their requirement. They have also to prepare
billing system of the sold products.
2.6.3 Account and Finance Department:
This department has to maintain and control the collection money of sold products
from the clients. But a lot of money is outstanding in the market. Though this department
has the responsibility to collect this standing money, they cant able to doing this. So they
need separate computer monitoring system and also should have separate
telecommunication facilities so that they can do their job very effectively and efficiently.
2.6.4 Purchase Department:
This has the big responsibility to purchase all the raw materials whether it is local or
foreign as per requirement of different sections. They are doing their job but not
effectively and efficiently. Because they should reduce the material purchase price at
beginning point otherwise the finished product price will also increase comparing the
competitors price
2.6.5 Production Department:
This department has been doing their job very well. They have collected their
required materials from the store that was previously ordered to purchase department.
2.6.6 Research and Development:
This department has been working for developing new products and analysis existing
product problems that come from customer feedback. This department has no sufficient
quality manpower along with testing equipments.

2.6.7 Sales & Marketing Department:
This department is to collect the customer requirements moving in the market place
and deliver to the production department for final products.












3. Literature review
The primary object here is to review the relevant literature of the current state of
marketing theories, applications of marketing strategies, intellectual property stipulations
and the influences of the Internet to the digital content industry. The review eventually
leads to inadequate resources: concepts, theories, and talents. In truth, there are still no
generally accepted theories for planning intangible assets or IP for marketing or relevant
decisions, and so certainly no mature systems and theories. Therefore, ultimately this
research attempts to present possible solutions to this problem.

3.1 Marketing Theory
3.1.1 The Definition of Marketing
3.1.1.1 Social Definition
There are social and managerial definitions for marketing. Kotler, described by the
American Marketing Association as "the most influential marketer of all time", with
Armstrong has adopted a social definition: Marketing as a social and managerial process
by which individuals and groups obtain what they need and want through creating and
exchanging value with others, and marketing consists of actions taken to build and
maintain desirable exchange relationships with target audiences. This definition reaches
humans the most primary mindexchange for needs and so is a basis for this
research.
3.1.1.2 Managerial Definition
As for the managerial definition, marketing was described in the 60s as the art of
selling products. Until 1985, the American Marketing Association (AMA) proposed a
now widely accepted managerial definition which since then has been mentioned in much
of the research and most textbooks: Marketing is the process of planning and executing
the conception, pricing, promotion, and distributing of ideas, goods, and services to
create exchanges that satisfy individual and organizational objectives. However, in
American Marketing Associations website, the definition has been modified to
Marketing is an organizational function and a set of processes for creating,
communicating, and delivering value to customers and for managing customer
relationships in ways that benefit the organization and its stakeholders.

3.1.2 A Modern Marketing System
Kotler & Armstrong (2001) provide a comprehensive figure that demonstrates the
main elements in a modern marketing system which shows in the Figure 1. This figure
indicates a common situation, in which marketing involves serving a market of end users
in the face of competitors. The company and the competitors send their products and
messages to end users, either directly or through marketing intermediaries. All of the
players in the system are affected by major environmental forces, like demographic,
economic, physical, technological, and social /cultural.






3.1.3 Marketing strategies
Every company trying to differentiate their market offering from competitors. They
dream up new service and guarantees, special rewards for loyal users, new conveniences
and enjoyment. When they succeed, competitor may copy their market offering. As a
result, most competitive advantage last only a short time.
3.1.4 How to differentiate
As per Crego and Schifrin, they have proposed this as a three-step process:
(a) Defining the customer value model: The Company first list all the product and
service factors that might influence the target consumer perception of value
(b) Building the customer value Hierarchy: The Company now assigns each factor to
one of four groups: basic, expected, desired, and unanticipated.
(c) Deciding on the customer value package: Now the company chooses that
combination of tangible and in tangible items, experience, and outcome designed to
outperform competitor win the customer delight and loyalty.
Supplier
Company
(Market
er)
Competitors
(Markete
r)
Marketing
Intermediates
End User
(Marke
ter)
3.1.5 Differentiation tools
A company must try to differentiate its offering.
3.1.6 Differentiation
Differentiation is the act of designing a set of meaningful differences to distinguish
the company offering from competitor offering.
The number of differentiation opportunities varies with the type of industry. The
Boston consulting Group has distinguished four types of industry based on the number of
available competitive advantage and their size.
3.1.7 Volume industry
One in which companies can gain only a few, but rather large, competitive advantage.
In the construction equipment industry a company can strive for the low cost position or
the highly differentiate position and win big on either basis. Profitability is correlated
with company size and market share.
3.1.8 Stalemated industry
One in which there are few potential competitive advantage and each is small. In the
steel industry, it is hard to differentiate the product or decrease manufacturing cost.
3.1.9 Fragmented industry
One in which competitive face many opportunities for differentiation, but each
opportunity for competitive advantage is small. A restaurant can differentiate in many
ways end up not gaining a large market share. Both small and large restaurants can be
profitable or unprofitable.
3.1.10 Specialized industry
Here we will examine how a company can differentiate its market offering along five
dimensions:
Product differentiations
Service differentiations
Personnel differentiation
Channel differentiation
Image differentiation
Product differentiation marketing strategy:

Product differentiation variable are explained below:

Form: Many products can be differentiated in form the size, shape, or
physical structure of a product. Consider the possible forms taken by product
such as aspirin. Although aspirin is essentially a commodity, it can be
differentiated by dosage size shape coating action time and so on.

Features: Most products can be offered with varying features; characteristic
that supplements the product basic function. Being the first to introduce
valued new features is one of most effective way to compete. How can a
company identify and select appropriate new features? The company can ask
that would improve yours satisfaction? How much would you pay for each?
How do you feel about the features others customers have suggested?
Performance quality: Most products are established at one of four
performance level: low, average, high or superior. Performance quality refers
to the level at which the product primary Characteristic operate. The
important question here is: Does offering higher product performance
product higher profitability? High quality business unit earned more because
their premium quality allowed them to charge a premium price they benefited
form more repeat purchasing, consumer loyalty and positive word of mouth
and their cost of delivery more quality were not much higher than for
business units producing low quality.
Conformance quality: Buyers expect product to have a high conformance
quality, which is the degree to which all the produced units are identical and
meet the promised specification. Suppose a Porsche 944 is designed to
accelerate to 60 miles an hour within 10 second. If every Porsche 944 coming
off the assembly line does, the model is said to have high conformance
quality. The problem with low conformance quality is that the product will
disappoint some buyer.
Durability: Durability a measure of the product expected operating life
under natural or stressful condition is a valued attribute for certain product.
Buyer will generally pay more for vehicle and kitchen appliance that have a
long lasting reputation. However this rule is subject to some qualification.
Reliability: Buyer normally will pay a premium for more products,
Reliability is a measure of the profitability that a product will not
malfunction or fail within a specified time period Maytag, which
manufacturing major home appliances, has an outstanding reputation for
creating reliable appliance.
Style: Style describes the products look and feel to the buyers. Buyer is
normally willing to pay a premium for product that attractive styled. Car
buyer pays a premium for jaguars because of their extraordinary look.
Aesthetic have played a key role in such brand as Absolutely vodka,
Starbucks coffee, apple computer, Montblane pens, Godiva Chocolate, and
Harley-Davidson motorcycle.
Design: The integrating force: As a competition intensifies, design offer a
potent way to difficulties and position a companys product and services.
Harvard professor Robert hays summed it up the best when he said, Fifteen
years ago, companies competed on price. Today, its quality. Tomorrow its
design in increasingly fast paced market, price and technology are not
enough. Design is the factor that will often give a company its competitive
edge. Design is the totality features that affect how a product looks and
functions in term of customer requirements. Design is particularly important
in making marketing durable equipment, apparel, retail services and package
goods.


Service differentiation:
The main service differentiations are ordering ease, delivery,
installation, customer training, customer consulting, and maintenance and
repair.
Ordering ease: Ordering ease refers to how easy it is for the customer to
place an order with the company Baxter Healthcare has eased the ordering
process by supplying hospitals with computer terminals through which they
send order to the boxer.
Delivery: Delivery refers to how well the product or service is delivered to
the customer. It includes speed, accuracy, and care attending the delivery
process. Deluxe Cheek printers, Inc, has built an impressive reputation of
shipping out its cheeks one day after receiving an order without being late
once in 18 years.
Installation: Installation refers to the work done to make a product
operational in its planned location. Buyer of heavy equipment expected good
installation service.
Customer training: Customer training refers to training customer employees
to use the vendor equipment properly and efficiently. Generally Electric not
only sells and installs expensive X ray equipment in hospital but also gives
extensive training to users of these equipment.
Customer consulting: Customer consulting refers to data information
systems, and advising servicing that the seller offers to buyers. One of the
best providers of value adding consulting services is Millikan and Company.
Maintenance and repair: Maintenance and repair describe the service
program for helping customers keep purchased product in good working
order.
Miscellaneous services: Companies can find other ways to differentiate
customer services. They can offer an improved product warranty or
maintenance contact. They can establish awards.

Personnel differentiation:
Better trained personal exhibit six characteristic:
Competence : They possess the required skill and knowledge.
Courtesy : They are friendly, respectful, and considerable.
Credibility : They are trustworthy.
Reliability : They perform the service consistently and accurately.
Responsiveness : They respond quickly to customer request Problem.
Communication : They make an effort to understand the customer
and communicate clearly.
Channel differentiation:
Companies can achieve competitive advantage through the way they
design they design their distribution channel coverage expertise and
performance. Caterpillar success in construction equipment industry is based
partly on superior cannel development. Its dealer is found in more locations than
competitor dealer and they are typically better trained and perform more reliably.

Image differentiation:
Buyers respond differently to company and brand image.
Symbols: Image can be amplified by strong symbols. The company can
choose a symbol such as the lion, apple, or doughboy. A brand can be built
around a famous person, as blue, yellow or red, or a specific piece of sound
or music.
Media: The chosen image must be worked into ads and media that convey a
story, a mood, and a claim something distinctive. It should appear in annual
reports, brochures, catalog, the company stationary and business cards.
Atmosphere: The physical Space by company is another powerful image
generator. Hayatt Regency hotels develop a distinctive image through its
atrium lobbies. A bank that wants to covey the image of a safe bank must
communicate this image through the building architecture, interior design,
layout, colors, materials, and furnishing.
Events: A company can build identity through an event it sponsors. Pettier,
the bottled water company, came into prominence by laying out exercise
tracks and sponsor health sports events. A T & T and IBM sponsor
symphony performance and art exhibit. Heniz gives money to hospitals, and
kraft makes donations to MADD (Mother against Drunk Drivers).

3.2 Developing and communicating a positioning strategy
Positioning is the act of designing the companys offering and image to occupy
a distinctive place in the target markets mind. The end result of positioning is the
successful creation of a market focused value proposition, a cogent reason why the
target market should by the product.

3.2.1 How many difference to promote?
Each company must decide how many difference (e.g, benefits, and features) to
promote to its target customers. Many marketers advocate promoting only one
central benefit. Rosser Reeves said a company should develop aunique selling
position (USP) for each brand and stick to it Number one positioning include best
quality, best service, lower price, best value, fastest, most customized,
most convenient, and most advanced technology
As companies increase the number of claims for their brand, key risk disbelief and
a loss of clear positioning. In general, a company must avoid four major positioning
errors.
Under positioning
Over positioning
Confused positioning
Doubtful positioning

3.2.2 Communicating the companys Positioning
Once the company has developed a clear positioning strategy, it must
communicate that positioning effectively. Suppose a company chooses the best-in-
quality strategy. Quality is communicated by choosing those physical signs and
cues that people normally use to judge quality.

3.2.3 Product life-cycle marketing strategies
A companys differentiating and positioning strategy must change as the
product, market, and competitors change over time. Here we will describe the
concept of the product life cycle and the changes that are normally made as the
product passes through each stage of the life cycle.

3.2.4 The Concept of the product life cycle
To say that a product has a life cycle is to assert four things;
1. Products have a limited life.
2. Product sales pass through distinct stages, each posing different challenges,
opportunities, and problems to the seller.
3. Profits rise and fall at different stages of the product life cycle.
4. Products require different marketing, financial, manufacturing, purchasing, and
human resource strategies in each stage of their life cycle.
Product life-cycle curves are portrayed as bell-shaped. This curve is typically
divided into four stages.
Introduction
Growth
Maturity &
Decline



(a) Introduction: A period of slow sales growth as the product is introduced in the
market. Profits are nonexistent in this stages because of the heavy expenses incurred
with product introduction.
(b) Growth: A period of rapid market acceptance and substantial.
(c) Maturity: A period of a slowdown in sales growth because the product has
achieved acceptance by most potential buyers. Profits stabilize or decline because of
increase competition.
(d) Decline: The period when sales show a downward drift and profits erode.

3.2.5 Marketing strategies: I ntroduction stage
In launching a new product, marketing management can set a high or a low level
for each marketing variable price, promotion, distribution, product quality).
Considering only price and promotion, management can pursue one of four
strategies.
Rapid skimming: Launching the new product at a high price and a high promotion
level. This strategy makes sense when a large part of potential market is unaware
of the product; those who become aware of the product are eager to have it and can
pay the asking price; and the firm faces potential competition and want to build
brand preference.
Slow skimming: Launching the new product at a high price and a low promotion.
This strategy makes sense when the market is limited in size; most of the market is
aware of the product; buyers are willing to pay a high price; and potential
competition is not imminent.
Rapid penetration: Launching the new product at a low price and spending
heavily on promotion. This strategy makes sense when the marketing is large, the
market is unaware of the product, buyers are price sensitive, there is strong
potential competition, and the unit manufacturing cost is fall with the companys
scale of promotion and accumulated manufacturing experience.
Slow penetration: Launching the new product at a low price and low level of
promotion. This strategy makes sense when the market is large, is highly aware of
the product, is price sensitive, and there is some potential competition.

3.2.6 Marketing strategies: Growth stages
The growth stage is marketed by a rapid climb in scale. Early adopts like the
product, and additional consumers start buying it. New competitors enter, attracted
by the opportunities. They introduce new product features expand distribution.
During this stage, the firm uses several strategies to sustain rapid market growth as
long as possible:
It improves product quality and adds new product features and improved styling.
It adds new models and flanker products (i.e. products of different sizes, flavors,
and so forth that protect the main product).
It enters new market segments.
It increases its distribution coverage and enters new distribution channels.
It shifts from product-awareness advertising to product-preference advertising.
It lowers prices to attract the next layer of price sensitive buyers.

3.2.7 Marketing strategies: Maturity stages
At some point, the rate of sales growth will slow, and the product will enter a
stage of relative maturity. This stage normally lasts longer than the previous stages,
and poses formidable challenges to marketing management. Most products are in the
maturity stage of life cycle, and the most marketing managers cope with the problem
of marketing the mature product.
The maturity stage is divided into three phases: growth, stable and decaying
maturity. In the first phase, the sales growth rates starts to decline. There are no new
distribution lines to fill. In the second phase, sales flatten on a per capita basis
because of market saturation. Most potential customers have tried the product, and
future sales are governed by population growth and replacement demand. In the third
phase, decaying maturity, the absolute level of sales starts to decline, and customers
begin switching to other products and substitutes.
3.2.8 Marketing strategies: Decline stage
The sales of most product forms and brands eventually decline. The decline
might be slow, as in the case of a meal; or rapid, as in the case of the edsel
automobile. Sales may piunge to zero, or they may petrify at a low level.
Sales decline for a number of reasons, including technological advances, shifts in
consumer tastes, and increased domestic and foreign competition.
In a study of company strategies in declining industries, Harrigan identified five
decline strategies available to the firm:
Increasing the firms investment (to dominate the market or strengthen its
competitive position).
Maintaining the firms investment level until the uncertainties about the industries
are resolved.
Decreasing the firms investment level selectively, by dropping unprofitable
customers groups, while simultaneously strengthening the firms investment in
lucrative niches.
Harvesting (milking) the firms investments to recover cash quickly.
Divesting the business quickly by disposing of its assets as advantageously as
possible.

3.3 Market evolution
Because the focuses on what is happening to a particular product or brand
rather than on what is happening to the overall market, it yields a product-oriented
picture rather than a market-oriented picture. Firms need to visualize a markets
evolutionary path as it affected by new needs, competitors, technology, channels,
and other developments.
In the course of a products or brands existence its positioning must change to
keep pace with market developments.

3.3.1 Stages in market evolution
Like products, markets evolve through four stages:
Emergence
Growth
Maturity
Decline

Emergence:
Before a market materializes, it exits as a latent market. Some want a four-
function calculator (adding, subtracting, multiplying, and diving) and others want
more functions (calculating percentages, square roots, and logs). The entrepreneurs
problem is to design an optimal product for this market. He has three options.

Growth:
The firm has three options:
It can position its brand in one of the corners (single-niche strategy)
It can position its brand next to the first competitors (a mass-market strategy)
It can launch two or more products is different unoccupied corners (a multiple-
niche strategy).

Maturity:
Eventually, the competitors cover and serve all major market segments and
the market enters the maturity stage. In fact, they go further and invade each
others segments, reducing everyones profits in the process. As market growth
slows down, the market splits into finer segments and high market fragmentation
occurs.

Decline:
Eventually, demand for the present products will begin to decrease, and the
market will enter the decline stage. Either societys total need level declines or a
new technology replaces the old. Thus an entrepreneur might invent a mouth
rinse liquid that is superior to toothpaste. In this case, the technology will
eventually disappear and a new life cycle will emerge.

3.4 Understanding Marketing Management
3.4.1 Marketing in the twenty-first century:
3.4.1.1 Marketing Tasks
In fact, marketing people are involved in marketing 10 types of entities:
Goods
Services
Experience
Events
Persons
Places
Properties
Organization
Information
Ideas

3.4.1.2 Marketing concepts and tools
Marketing boasts a rich array of concepts and tools. We will start by defining
marketing, and then describe its concepts and tools.

3.4.1.2.1 Marketing
Marketing is a social process by individuals and groups obtain what
they need and want through creating, offering, and exchanging products and
services of value with others. For a managerial definition, marketing has often
been described as the art of the selling products. But people are surprised
when they hear that the most important part of marketing is not selling! Selling
is only the tip of the marketing iceberg.



3.4.1.2.2 Marketing management:
Marketing management is the process of planning and executing the
conception, pricing, promotion, and distribution of ideas, goods, services to create
exchange that satisfy individual and organizational goals.
3.4.1.2.3 Core marketing concepts:
Marketing can be further understood by defining several of its core concepts.
Target markets and segmentation: A marketer can rarely satisfy everyone in a
market. Not everyone likes the same soft drink, hotel room, restaurant, automobile,
college, and movie. Therefore, marketers start with market segmentation. They
identify and profile distinct groups of buyers who might prefer or require varying
products and marketing mixes. Market segments can be identified by examining
demographic, psychographics, and behavioral differences among buyers. The firm
then decides which segments present the greatest opportunity-those needs the firm
can meet in a superior fashion.
For each chosen target market, the firm develops a market offering. The offering is
positioned is the minds of target buyers as delivering some central benefit.

3.4.1.2.4 A Simple marketing system
Markets and prospects: A marketer is someone seeking a response (attention,
a purchase, a vote, a donation) from another party, called the prospects. If two
parties are seeking to sell something to each other, we call them both marketers.
Needs, wants, and demands: The marketer must try to understand the target
markets needs, wants, and demands. Needs describe basic human
requirements. People need food, air, water, clothing, and shelter to service.
People also have strong needs for recreation, education, and entertainment.
These needs become wants when they are directed to specify object that might
satisfy the needs. An American needs food but wants a hamburger.
Product or offering: People satisfy their needs and wants with products. A
product is any offering that can satisfy a need or want. We mentioned earlier
the major types of basic offering; goods, services, experience, events, persons,
places, properties, organizations, information, and ideas.
Marketing channels: To reach a target market, the marketer uses three kinds
of marketing channels. The marketer uses communication channels to deliver
and receive message from target buyers. They include newspapers, magazines,
radio, television, mail, telephone, billboards, posters, fliers, CDs, audiotapes,
and Internet. Beyond these, communications are conveyed by facial expressions
and clothing, the look of retail stores, and many others media. Marketers are
increasingly adding dialogue channels to counterbalance the more normal
monologue channels.
Supply chain: Whereas marketing channels connect the marketer to the target
buyers, the supply chain describes a longer channel stretching from raw
materials to components to final products that are carried to final buyers. The
supply chain for womens purses starts with hides, tanning operations, cutting
operations, manufacturing, and the marketing channels bringing products to
customers. The supply chain represents a value delivery system.
Competition: Competition includes the entire actual and potential rival
offering sand substitutes that a buyer might consider.
We can broaden the picture further by distinguishing four levels of competition,
based on degree of product substitutability:
Brand competition
Industry competition
Form competition
Generic competition

3.4.1.2 Marketing environment
Competition represent only one force in the environment is which the marketer
operates. The marketing environment consists of the task environment and the broad
environment.
3.4.1.3 Marketing mix
McCarthy classified these tools into four broad groups that the he called the
four Ps of marketing:
Product
Price
Place
Promotion
3.4.1.3.1 Product
1. Product variety
2. Quality
3. Design
4. Features
5. Brand name
6. Packaging
7. Sizes
8. Services
9. Warranties
10. Returns
3.4.1.3.2 Price
1. List price
2. Discounts
3. Allowances
4. Payment period
5. Credit terms
3.4.1.3.3 Promotion
1. Sales promotion
2. Advertising
3. Sales force
4. Public relations
5. Direct marketing
3.4.1.3.4 Place
1. Channels
2. Coverage
3. Assortments
4. Locations
5. Inventory
6. Transport

3.4.1.4 Marketing-mix strategy
Marketing-Mix decisions must be made for influencing the trade channels as
well as the final consumers. The company prepare an offering mix of products,
services, and prices, and utilizing a promotion mix of sales promotion, advertising,
sales force, public relations, directs mail, telemarketing, and Internet to reach the
trade channels and the target customers.
Note that the four Ps represent the sellers view of the marketing tools available
for influencing buyers. From a buyers point of view, each marketing tool is
designed to deliver a customer benefit. Robert Lauterborn suggested that the sellers
four Ps correspond to the customers four Cs.
Four Ps Four Cs
Product Customer solution
Price Customer cost
Place Convenience
Promotion Communication
Winning companies will be those who can meet customer needs economically
and conveniently and with effective communication.

3.4.1.5 Company orientations toward the market place
However, there are five competing concepts under which organizations conduct
marketing activities:
The production concept
The product concept
Selling concept
Marketing concept
Social marketing concept
3.4.1.5.1 The production concept
The production Concept is one of the oldest concepts in business. The
production concept holds that consumers will prefer that are widely available and
inexpensive.


3.4.1.5.2 The product concept
Other businesses are guided by the Product concept. The Product concept holds
that consumers will favor those products that offer the most quality, performance, or
innovative features.
3.4.1.5.3 The selling concept
The Selling concept is another common business orientation. The selling
concept holds that consumers and businesses, if left alone, will ordinary not buy
enough of the organizations products. The organization must, therefore, undertake an
aggressive selling and promotion effort.
3.4.1.5.4 The marketing concept
The marketing concept is a business philosophy that challenges the three
business orientations we just discussed. The marketing concept holds that the key to
achieving its organizational goals consists of the company being more effective than
competitors in creating, delivering, and communicating customer value to its chosen
target markets.
The marketing concept has been expressed in many colorful ways:
Meeting needs profitability.
Finds wants and fill them.
Love the customer, not the product.
Have it your way. (Burger King)
You are the boss. (British Airways)
Partners for profit. (Milliken & Company)
The marketing concept rests on four pillars:
Target Market
Customer Needs
Integrated Marketing
Profitability
The selling concept takes an inside-out perspective. It starts with
Factory
Products
Selling and Promoting
Profits through sales volume
3.4.2 I ntegrated Marketing Communication (I MC):
An approach to achieving the objectives of a marketing campaign, through a well-
coordinated use of different promotional methods that are intended to reinforce each
other. As defined by the American Association of Advertising Agencies, integrated
marketing communications recognizes the value of a comprehensive plan that evaluates
the strategic roles of a variety of communication disciplines advertising, public
relations, personal selling, and sales promotion and combines them
to provide clarity, consistency, and maximum communication impact."
IMC tools are the set of tools to set the marketing plan up and execute the plan
furthermore, as the tools are following,
Advertising
Broadcasting/mass advertising: broadcasts, print, internet advertising,
radio, television commercials
Outdoor advertising: billboards, street furniture, stadiums, rest areas,
subway advertising, taxis, transit
Online advertising: mobile advertising, email ads, banner ads, search
engine result pages, blogs, newsletters, online classified ads, media ads
Direct marketing: direct mail, telemarketing, catalogs, shopping channels,
internet sales, emails, text messaging, websites, online display ads, fliers,
catalog distribution, promotional letters, outdoor advertising,
telemarketing, coupons, direct mail, direct selling, grassroots/community
marketing, mobile
Online/internet marketing
E-commerce
Search engine optimization (SEO)
Search engine marketing (SEM)
Mobile Marketing
Email marketing
Content marketing
Social Media ( Facebook, Twitter, LinkedIn, Google +, Foursquare,
Pinterest, Youtube, Wikipedia, Instagram)
Sales & customer service
Sales materials (sell sheets, brochures, presentations)
Installation, customer help, returns & repairs, billing
Public Relations
Special events, interviews, conference speeches, industry awards, press
conferences, testimonials, news releases, publicity stunts, community
involvement, charity involvement & events
Promotions
Contests, coupons, product samples (freebies), premiums, prizes, rebates,
special events
Trade shows
Booths, product demonstrations
Corporate philanthropy
Donations, volunteering, charitable actions
4. Marketing Department
As I have got the opportunity to work in this department I can provide a slight view of the
operation. The Marketing Department handles the following 9 core responsibilities:
4. 1 Focus on the Customer
We spend time listening to our customers (and prospective customers) in order to
understand their needs and wants regarding a particular product or service. Soliciting
thoughts and input from internal stakeholders such as Sales and Customer Service is also
part of our job, as these departments are typically closest to the customer.
4.2 Monitor the Competition
Learning about, and understanding the competitive landscape is also an important
function of the Marketing Department. WE are go to people within an organization to
answer the following types of questions: Who is the competition (both direct and
indirect)? What do they communicate? Which customers do they serve? Why do
customers choose the competitor versus you?
4.3 Own the Brand
The perceptions and feelings formed about an organization, its products / services,
and its performance is what is known as its brand. The Marketing Department is
responsible for creating meaningful messages through words, ideas, images, and names
that deliver upon the promises / benefits an organization wishes to make with its
customers. Furthermore, the Marketing Department is responsible for ensuring that
messages and images are delivered consistently, by every member of the organization.
4.4 Find & Direct Outside Vendors
Internal Marketing Departments do not create magic alone. Therefore, WE need to
source and oversee a group of outside resources (a.k.a. partners) such as copywriters,
graphic designers, web designers, database specialists, and printers so that wecan get the
most bang from our marketing efforts.
4.5 Create New Ideas
Whether its customer acquisition campaigns, keep-in-touch programs, new product
promotions, retention efforts, or something in between, the Marketing Department is
ultimately responsible for developing new ideas that generate revenue for the company.
This does not mean that we have to come up with every idea on their own; however, they
need to identify, cultivate, and work with others to execute programs that will create
revenue.
4.6 Communicate Internally
It is important that the we communicate with all departments inside an organization.
Since any employee (regardless of position) can support (or damage) a brand, value
proposition or even specific program initiatives, we need to take responsibility for
disseminating information throughout the organization.

4.7 Manage a Budget
Establishing and communicating messages to the marketplace costs money.
Therefore, we are responsible for estimating the anticipated expenditures associated with
marketing activities. Once set, we are held responsible for meeting all budget projections.
4.8 Understand the ROI
Since marketing activities are an investment an investment in time, money, and
effort we are monitored and measured against specific concrete goals and objectives.
WE always ask ourselves Whats my expected return? Answering this simple, yet often
overlooked question results in better, more accountable decisions.
4.9 Set the Strategy, Plan the Attack, and Execute
One of the key activities for us is to integrate an organizations goals, strengths, and
channels of distribution, competitive environment, target markets, pricing, core messages,
and products into one cohesive document known as the Marketing Strategy. As part of
the strategy, we also develop the list of tactical ideas such as direct mail, print
advertising, and search engine optimization that will enable the organization to
communicate its message to customers and prospects. With a strategy and tactical ideas
in hand, we are always ready to take on the responsibility of executing the programs and
initiatives to drive sales and revenue for the organization.


5. Job responsibility I fulfill
The following are the list of duties I am expected to perform to enhance the
companys image and drive sales forward:
Work with executive, sales and technical staff to develop corporate and
product marketing
Design and implement successful slide presentations, product messaging
silver bullets, newsletters, product promotion mailers, customer testimonials,
product brochures, company backgrounders, competitive briefing materials
Demonstrate technical marketing skills and product knowledge of company
products.
Develop and manage within budget annual marketing plan in conjunction with
sales department.
Develop and maintain consistent branding and look and feel of marketing
image.
Manage, track and measure campaign performance and refine with learning.
Define and revise marketing objectives as required.




6. Present electricity scenario of Bangladesh
Severe power crisis compelled the Government to enter into contractual agreements
for high-cost temporary solution, such as rental power and small IPPs, on an emergency
basis, much of it diesel or liquid-fuel based. This has imposed tremendous fiscal pressure.
With a power sector which is almost dependent on natural-gas fired generation (89.22%),
the country is confronting a simultaneous shortage of natural gas and electricity. Nearly
400-800 MW of power could not be availed from the power plants due to shortage of gas
supply. Other fuels for generating low-cost, base-load energy, such as coal, or renewable
source like hydropower, are not readily available and Government has no option but to go
for fuel diversity option for power generation.
When the present Government assumed the charge, the power generation was 3200
3400 MW against national demand of 5200 MW. In the election manifesto, government
had declared specific power generation commitment of 5000 MW by 2011 and 7000 MW
by 2013.
6.1 Over View of Electricity Last Couple of Year
To achieve this commitment, in spite of the major deterrents energy crisis and gas
supply shortage, government has taken several initiatives to generate 6000 MW by 2011,
10,000 MW by 2013 and 15,000 MW by 2016, which are far beyond the commitment in
the election manifesto. 2944 MW of power (as of Jan, 2012) has already been added to
the grid within three years time. The government has already developed Power system
Master Plan 2010. According to the Master Plan the forecasted demand would be 19,000
MW in 2021 and 34,000 MW in 2030. To meet this demand the generation capacity
should be 39,000 MW in 2030. The plan suggested going for fuel-mixed option, which
should be domestic coal 30%, imported coal 20 %, natural gas (including LNG) 25%,
liquid fuel 5%, nuclear, renewable energy and power import 20%. In line with the Power
system Master Plan 2010, an interim generation plan up to 2016 has been prepared,
which is as follows:
Table 01: Plants Commissioned During 2009-2011
Power
Generation Sector
2009
(MW)
2010
(MW)
2011
(MW)
TOTAL (MW)
Public - 255 80
0
1055
Private 356 270 12
5
751
Q. Rental - 250 83
8
1088
Total 356 775 17
63
2894
*In 2011, 1763 MW commissioned against plan for 2194 MW
Power Generation Units (fuel Type Wise)

Table 02: Installed Capacity of BPDB Power Plants as on April 2012
Plant Type Total Capacity (in MW) (%) Percentage in total
developed power
Gas 5086.00 MW 75.99 %
HSD 682.00MW 10.19%
HFO 335.00 MW 5.01 %
Coal 250.00MW 3.74%
Hydro 230.00 MW 3.44 %
F.Oil 110.00MW 1.64%
Total 6693.00MW 100%

6.2 Electricity Demand and Supply
Per capita generation of electricity in Bangladesh is now about 252KWh. In view of
the prevailing low consumption base in Bangladesh, a high growth rate in energy and
electricity is indispensable for facilitating smooth transition from subsistence level of
economy to the development threshold. The average annual growth in peak demand of
the national grid over the last three decades was about 8.5%. It is believed that the growth
is still suppressed by shortage of supply. Desired growth is generation is hampered, in
addition to financial constraints, by inadequacy in supply of primary energy resources.
The strategy adopted during the energy crisis was to reduce dependence on imported oil
through its replacement by indigenous fuel. Thus almost all plants built after the energy
crises were based on natural gas as fuel. Preference for this fuel is further motivated by
its comparatively low tariff for power generation.




6.3 Power Demand Forecasts (2010-2030)
The adoption scenarios of the power demand forecast in this MP are as shown in the
figure below.

FY
Government Policy
Scenario
Comparison GDP
(7%)Scenario
Comparison GDP
(6%) Scenario
Peak
Demand
(MW)
Generation
(GWH)
Peak
Demand
(MW)
Generation
(GWH)
Peak
Demand
( MW)
Generation
(GWH)
2010 6454 33922 6454 33922 6454 33922
2011 6765 35557 6869 36103 6756 35510
2012 7518 39515 7329 38521 7083 37228
2013 8349 43882 7837 41191 7436 39084
2014 9268 48713 8398 44140 7819 41097
2015 10283 54047 9019 47404 8232 43267
2016 11405 59945 9705 51009 8680 45622
2017 12644 66457 10463 54994 9165 48171
2018 14014 73658 11300 59393 9689 50925
2019 15527 81610 12224 64249 10255 53900
2020 17304 90950 13244 69610 10868 57122
2021 18838 99838 14249 75517 11442 60640
2022 20443 109239 15344 81992 12056 64422
2023 21993 118485 16539 89102 12713 68490
The figure indicates three scenarios; (i) GDP 7% scenario and (ii) GDP 6%
scenario, based on energy intensity method, and (iii) government policy scenario.

6.4 Scanning the marketing environment
Within the rapidly changing global picture, the firm must monitor six major forces:
Demographic Environment
Economic Environment
Natural Environment
Technical Environment
Political-legal Environment
Social-Cultural

6.4.1 Demographic environment
The first macro environmental force that marketers monitor is population because
people make up markets. Marketers are keenly interested in the size and growth rate of
population in different cities, regions, and nations; age distribution and ethic mix;
educational levels; household patterns; and regional characteristic and movement.
2024 23581 128073 17840 96893 13416 72865
2025 25199 137965 19257 105432 14167 77564
2026 26838 148114 20814 114868 14979 82666
2027 28487 158462 22509 125209 15848 88156
2028 30134 168943 24353 136533 16776 94053
2029 31873 180089 26358 148928 17768 100393
2030 33708 191933 28537 162490 18828 107207
The demographic environment on the business point of view is very good in
Bangladesh. Because Bangladesh is a least developing country in the world hence
many developments may be possible here. The population growth rate is so high in
our country so size of market also is increasing day by day.

6.4.2 Economic environment
Markets require purchasing power as well as people. The available purchasing
power in an economy depends on current income, prices etc. The purchasing power
in the above business market is enough in our market. So many Garments Industries
and House Builders are going on and day by day they are quickly increasing. They
need huge number of sub-station equipments. The government sector has a big plan
for electrification for most of the people in our country in near future. World bank &
ADB will invest in this project.

6.4.3 Technological environment
Various foreign companies are investing a lot in our countries. Different types
of foreign company starting their investment in Bangladesh. So without power they
cant be operated. At this present contest our technical environment is good.

6.4.4 Political-legal environment
Without REB all the local business buyers are purchasing their sub-station
equipments from the local manufacturers. Some years ago, the big government
sector would purchase transformers from the foreign manufacturers. Now
government has strongly prohibited the foreign manufacturers. So the political-legal
environment is congenial to our products.

6.4.5 Social-cultural environment
Society shapes our beliefs, values and norms. People absorb, almost
unconsciously, a worldview that defines their relationship to themselves, to others, to
organization, to society, to nature and to the universe. The overall social-cultural
environment is congenial to our product marketing.

6.5 Analyzing business market and business buying behavior
Organizational buying: It is the decision-making process by which formal
organizations establish the need for purchased products and services and identify,
evaluate, and choose among alternative brands and suppliers.

6.5.1 The major influences on buyers behavior
Business buyers respond to many influences when they make their decisions.
Business buyers respond to four main influences:
Environmental factor
Organizational factor
Interpersonal factor
Individual factor


6.5.2 Buying behavior of target customers

S/N Target customers Types
1. Government Sector (PDB) Low cost buyer
2. Dhaka Electric Supply Company Ltd. (DESCO) Low cost buyer
3. Rural Electrification Board (REB) Low cost buyer
4. Industrial Sector Quality Product Buyer
5. CNG Refueling Station Quality Product Buyer
6. House Builders Developers Minimize

6.5.3 Buying patterns of our target customers

S/N Target Customers Buying Patterns
1. Government Sector (PDB) Local Tender ( Local & International)
2. Dhaka Electric Supply Company Ltd. (DESCO) Low cost buyer ( Local & International)
3. Rural Electrification Board (REB) Low cost buyer( Local & International)
4. Industrial Sector Tender/Spot Quotation
5. CNG Refueling Station Spot Quotation

6.5.4 Steps in buyer buying decision
Steps Tender Spot Quotation
1 Advertisement for Tender Asking for offer
2 Tender Dropping Collection of Offer
3 Evaluation of Technical Offer Evaluation of Technical side
4 Evaluation of Financial Offer Evaluation of Financial part
5 Send to Tender Committee for Suggestion & Decision Collection of Practical experience from users
6 Evaluation of previous experience about the company Collection, Information about company through
the users list.
7 Factory inspection & select the supplier Call for bargaining and given the order.
8 Issue the purchase order Taken delivery & Installation
9 Inspection the products before delivery Payment after successfully installatio

6.6 Important features for the customers
Competitive low price with quality.
Low percentage of impedance of transformers.
Sufficient cooling system i.e. radiator that radiates the produced heat efficiently.
Sufficient manufacturing plant with all testing facilities along with sufficient
technical support.
They would like to sample test in the factory premises by testing equipment.
They always prefer Japan and European based material products.
Transformer is compact designed and user friendly.
Selecting procedure is tender or spot quotation system.
Most of all are credit purchase mentally.
Most of the clients compare the technical features at the time of quotation but dont
check the final product as per technical specifications.

6.7 Customers self image
6.7.1 Government Sector (BPDB)
As per previous discussion the Bangladesh power development board (BPDB)
is the biggest client individually among our local clients. Bangladesh is a LCD
country, so more development are going on every, especially electrification
programmed has been planned to capture 80% of total population by 2020. At
present their yearly requirement is near about 40 crore.


6.7.2 I ndustrial Sector
Though Bangladesh is a developing country is going for Industrialization, so
every time our industrial section is importing so many sophisticated machines and
equipments. Especially we have big garment sector and this sector is expanding day
by day. So, all developments must need electric power. Thats why sub-station
equipments are very essential for them.

6.7.3 CNG Refueling Station
Recently Bangladesh government started the use of compressed natural gas for
the fuel purpose. At present gas filling is more profitable than oil. So investors are
very much interested to invest this sector. Every filling station must need sub-station
due high capacity induction motor. So sub-station requirement is extending day by
day in this sector.

6.7.4 House Builders & Developers
REHAB (Real Estate and Housing Association of Bangaldesh) is one of the
biggest association in our country. The rate of urbanization in Bangladesh in the past
decade was very high. Dhaka in particular has grown very fast in recent years. Due
to increasing demand and land price boom it has difficult for individual to afford
suitable housing in the city. As a consequence private sector developers of land and
apartment builders appeared in the market. Since 1985 this sector has created homes
for over 2,00,000 families in the metropolitan city.

6.7.5 Our competitors in the sub-station market
We have competitors in this market; the competitors are basically two types:
(a) Local competitors &
(b) Foreign competitor.

(a) Local competitors: The local competitors are as follows
Betelco Ltd.
Saifpowertec Ltd.
Micro electromics Ltd.
EnergypacLtd .
Manpower Ltd.
Intrigral Ltd.
Shakti engineering Ltd.
Electroventure Ltd.
Mammpower Ltd.
GreenPower Ltd.
And some others manufactures.

(b) The foreign companies are as follows
Some Chinese transformer manufacturing companies.
Some Korean transformer manufacturing companies.
Siemens
Some Indian transformer manufacturing companies.
Some Canadian transformer manufacturing companies.

6.7.6 The local companies analysis
6.7.6.1 Market leader:
The Energypac is the number one member in this section. The company is
leading all over the company on the point of market share basically in local market.
Their marketing strategy, plan, programmed, channel, transportation, communication
are more distinctive others. Their monitoring system is also better.

6.7.6.2 Market challenger
The following companies are in this section due to their local market share and
marketing activities.
Saifpowertec Ltd.
Manpower Ltd.
Intrigral Ltd.
Electroventure Ltd.
Mammpower Ltd.

6.7.6.3 Market follower
The following companies may be categorizes in market follower section as per
their market share basically in the local market.
Navana electronics Ltd.
Batelco Ltd.
Micro electronics Ltd.
Shakti engineering Ltd.

6.7.6.4 Market nicher
The following companies are categorized in the following sector.
Micro electronic.
Power sonic.
Transpac
And some others manufactures.

6.8 The competitors advantages
The competitors are enjoying following advantages over us whose are varied
competitors to competitors as following:
1. Energypac
They are the old & experienced in this field.
Customers have past knowledge about their product & service.
Practical technical knowledge.
For long experienced costing is lower.

2. Betelco Ltd./ Shakti engineering Ltd./ Saif power engineering/ powermann
Bangladesh Limited.
They are not serious about their group name like ADEX.
They can offer low price by using low quality raw materials.
They manipulate the capacity of transformer between written given and supplied.
Their targets are not for staying long time in the market.

3. Manpower/ Micro electronics Ltd.
They came recently in this market by offering so lowest prices
Their business targets are for a short time in this market.
They are using worst quality raw materials.
They are not thinking about their goodwill.

6.9 The advantages of Adex Group.
Though transformers & Sub-Station equipments are such kinds of products whose
are using for a long period of time i.e. required a long life. So, ultimately customers
or users choice is supposed to be quality.
Adex Group is emphasizing the quality, because of that, our product will run for a
long time and the product will attract the customer, ultimately will get our customers
by providing quality and service.

6.9.1 Positioning strategies of Adex Ltd.
We are with the best quality and reliable service.
So our Slogans are:
Adex committed to quality
Power is Our Business, We Keep You Ahead
Let Adex take care of your power problems and the entire letter issued from us,
we are writing.
Thanking and assuring you of our best services at all times

6.9.2 Present communication strategies tactics
Marketing tactics for sales promotions and distributions:
1. Advertisement: We are advertising about our product to the Daily News papers
various magazines for informing the News we are manufacturing these products.
2. Brochures: In the brochures we are highly lighting our factors and specification to
inform the customers for the product selection.
3. Direct marketing: we are direct marketing through our marketing force and also
by the telemarketing. We are offering through e-mail also and we have wave site
for showing of valued customers.
4. Agent: We are marketing our product through our almost 50 agents all over the
country, and they are selling our products by exchange of specific commissions.
5. Sister concerns: We are marketing our products though our sister concerns like
Adex Lighitng, Megacon Ltd.

6.9.3 Pricing strategies of ADEX Ltd.
ADEX Group is following the cost-oriented approaches for selecting the price,
because our clients would like to stay with us for a long time, So first time we also
would like to earn at least break even for providing our product and service quality
for capturing good market share for us. After earning that share, we will go for
demand oriented approach. Presently our price is equal or some time higher than the
maximum market shareholders.


Comparative price chart of various companies









Capacity ADEX
price
Energypac
price
Foreign Companies Others Bangladeshi
product
AGE
price
Siemens
price
Chinese
price
Low
quality
price
Worst
quality
price
100KVA 2.48 2.45 3.00 3.20 1.90 2.10 2.30
150KVA 3.33 3.30 4.00 4.30 2.50 2.80 2.30
200KVA 4.39 4.40 5.30 5.70 3.30 3.70 3.10
250KVA 5.02 5.05 6.10 6.60 3.80 4.30 3.60
315KVA 8.74 8.75 10.60 11.40 6.60 7.50 6.20
400KVA 10.99 11.00 13.20 14.30 8.20 9.30 7.70
500KVA 13.38 13.40 16.10 17.40 10.00 11.40 9.40
630KVA 16.14 16.24 19.60 21.20 12.20 13.90 11.40
750KVA 18.65 18.80 22.60 24.40 14.10 16.00 13.20
800KVA 20.00 20.85 25.10 27.20 15.70 17.80 14.60
1000KVA 25.00 25.75 31.00 33.50 19.40 21.90 18.10
6.9.4 SWOT analysis
The SWOT analysis of Adex Corporation Ltd are described below:

6.9.4.1 Strength
Adex Groups strengths are as under:
Financial solvent & ableness: Adex is a solvent & able organization in
Bangladesh.
Goodwill: Adex Group earns big goodwill by proving quality products and
services to our existing customers.
Reliability: Adex has a countrywide reliability and good acceptance which is
strength of the company.
Technically sound: We have a big educated and experienced technical group.
They are engaged full time for R&D and production area and service area.
Research and development: We are spending more than 5% of our total revenue
on research and development of the various products
Similarity of products: Our new products are similar type with our existing power
and electrical product. So, we can train our people with a minimum cost.

6.9.4.2 Weaknesses
Following are our weakness in the present situation:
Price: To maintain the quality we cant produce cheaper products. High quality
means high quality raw materials which means higher cost. We cant produce
cheaper products, as because we cant meet the cheaper price this is a weakness for
us.
Quality raw materials from aboard: We are getting all raw materials from
foreign country. At the point of import, we are paying higher rated duty, VAT and
Taxes which increases our prices and this is also a weakness.
Customer Awareness: Our country customer are not aware about the quality, they
are sensitive about price.

6.9.4.3 Opportunities
Adex has big opportunity in technical field and financial field whose are as follows
We have technical opportunities
We have financial support from the bank.
We have opportunities to export the product in Nepal, Sri Lanka, Myanmar and
South Africa.
For the better quality Adex may get Govt. subsidy for getting government order.

6.9.4.4 Threats
In Bangladesh all the industries are facing the threats of products dumping market,
we also face same. The Adex Group has the following threats:
Customer for quality: As we calculate that ultimate in the long run customer will
go for quality if this assumptions is failed then it may be created a big problem in
our near future.
Foreign manufacturers: If other foreign manufacturers invest in this sector with
their equipped technical support then we will have to face strong competitors that
might be a dangerous threat for our company.

6.10 Competitve analysis
Factor
(Scale of 1-10)
Weight
Adex Energypac MAMPower
Products
0.15 8/1.2 6/0.9 6/0.9
Relative cost
position
0.25 6/1.5 8/2.0 8/2.0
Quality
0.10 8/0.8 6/0.6 5/0.5
Technical
Skills
0.2 8/1.6 6/1.2 5/1.0
Advertising
0.05 5/0.25 8/0.4 5/.25
Image
0.05 7/0.35 8/0.4 5/.25
New Product
Innovation
0.05 8/0.4 6/0.3 4/0.2
Customer
Service
Capability
0.15 8/1.2 6/0.9 5/.75
Sum 1.00 58/7.3 54/6.7 43/5.85


















7. Findings
1. Marketing executives should be given training on service Marketing.
2. The organization may conduct a survey in its target market area regularly for
founding more business scopes.
3. The Marketing Strategic division is to be staffed with more qualified and
experienced personnel.
1. It has brand image to all types of people. But the negative side of this is poor or
rural people are not more habituated with this. Because they are not connected with
modern world.
2. More advertisements needed.
3. Improved technology.
4. Skilled labor force.











8. Recommendation and Suggestions

8.1 Suggestions
Adex Group has a great golden prospect in the power sector with providing some
modification. At this context, my suggestions are given below:
Marketing channel
Whatever marketing channel is running in Adex Group is not sufficient for
capturing more market share.
Industrial marketing channel are more essential for Adex Group
Proper selection of marketing channel members.
At least a marketing training should be given to the members.
Motivation system should have there for the members.
Periodically evaluations have to be carried out for the system.
Sometimes channel arrangement should be implementing.
Marketing logistic support should be properly implemented.

Marketing communication
Marketing communication is one of the vital parts for any marketing
organization. The marketing communication of Adex Group is not up to the
standard that it should have been. So it is the one of the obstacle for proper
marketing. The following communication may be implanted:


Advertising
Present advertising system in not enough for mass marketing.
We should take advertise on the daily newspapers, magazines.
It may be packaging inserts or packaging outer.
We need some posters and leaflets.
At the important places, some billboards and display may be more essential.

Sales Promotions
Some sales promotions may be included in the existing system.
Premium and gifts may be added.
Rebates and warranty must be assured.
Free goods or price-off also important tools.

Public Relations
The public relations may as follows:
Publication is necessary for our company.
Public-service activities are a good process for recognizing the company.
Identify media may be also a good idea about this.

Managing sales force
Sales forces management is the important topic for mass marketing. The
following items may be suggested.
The company will have to design actual sale force i.e. what number of sales
are required.
Proper management should be maintained.
Training systems for the sales force.
Motivating, evaluating systems should be there.
Compensation process should be maintained always.
Reduce the sales force turnover.
Proper logistic supports are needed for sales forces which is not available at
present.

Managing direct marketing and on-line marketing
Under this heading, I can suggest and have to maintain the following
Face to face selling, direct mailing, telemarketing, on-line marketing should
be properly monitored.

Pricing system
Pricing is the most sensitive issue for mass marketing. But our price is
higher than any others competitors. This higher price also is affecting our
marketing development. So, my suggestions are as follows:
Overhead should be minimized so that the price will be more competitive.
Proper material sourcing should find out so that material purchase price will
be as lower as possible. Without saving the purchase point, selling will have
not to be competitive.
Wastage should be also minimized by using precious machines. Precious
machines with quality operations are needed for quality product and
competitive price.

Managing the total marketing effort
The following should be controlled under this section.
Annual-plan control i.e. sales analysis, marketing share analysis, financial
analysis and market based scorecard analysis should be monitored and
controlled which are not actively practiced in our company.
Profitability control i.e. marketing profitability analysis and determining the
problems and should take necessary corrective actions.
Efficiency control must be analyzed, monitored and also should take
necessary measures that includes sales force efficiency, advertising
efficiency, sales promotion efficiency and distribution efficiency. These
practices are not analyzed in the existing system.