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Executive Summary:
This report was commissioned to analyze and evaluate performance and future prospects
of Walton in a growing domestic electronic market.
The research reveals that in a continuously growing market, Walton has become a reliable
name for customers. Countrywide network, inclination towards quality and dedicated
team of employees are the main causes of its success. Though it had started business with
home appliances, yet it has always been committed to satisfying customer demand by
introducing new products. Recent production and selling of motorcycle and airconditioner testifies that position of Walton.
Walton has a goal to double overall market share in the next 5 years. It has successfully
positioned itself as a customer friendly and eco-friendly company. Its after sales service
has contributed tremendously in building this image in customers minds.
Since its target market is middle-income people, the price of their products is
comparatively lower than those of competitors. This strategy helps the company greatly
in a price sensitive consumers market. In recent years Walton has increased promotional
activities through organizing various national sports events.
Further investigations have revealed that to achieve the role of market leader, it will face
challenge from foreign brands. Moreover, rapidly growing demand from customers for
electronic products may put pressure on Walton. It has adopted market penetration,
product development and market development strategy for future growth.
The report has found the prospects of Walton promising in its current position. Favorable
government policy will help it expand domestic and international markets in the future.
Table of Contents:
1. Introduction
1.1. Origin of Report
1.2. Objective
1.3. Methodology
1.4. Limitations
4
4
4
5
5
6
7
8
9
9
9
9
12
12
13
4. Marketing Strategy
4.1. Market positioning
4.2. Marketing Mix
4.2.1. Product
4.2.2. Price
4.2.3. Place
4.2.4. Promotion
13
14
14
14
15
15
5. Financial Analysis
16
16
16
17
7. Recommendation
17
8. Conclusion
18
9. Appendix
18
10. References
20
1. Introduction
1.1. Origin of Report:
This report was assigned by Professor Syed Munir Khasru, the Business
Communication instructor of BBA 19th batch, Institute of Business Administration,
University of Dhaka.
1.2. Objectives:
1.3. Methodology:
The methodologies used in the research process for this report, were:
Data Collection:
Primary data is the information that we collect first-hand and secondary data is the
information collected by others and used by us. For data collection, we used three
approaches:
a First, we conducted some field research. We went to some Walton retail outlets
and asked the customers about their valuable suggestion and opinions.
b We searched about Walton on the Internet and found some important information
regarding their company background, product lines and promotional programs.
c We went to Walton head office and collected the annual reports for Walton
Bangladesh for the year 2010.
Surveys:
For surveys, we made a questionnaire one for the sellers and another for the buyers. The
questionnaire for the sellers contained questions about their sales price, sales volume,
customer demography etc. And the questionnaire for the buyers included questions about
their economic background, their preferences and their buying budget and frequency.
To circulate the questionnaires, we followed two approaches:
We handed the questionnaires personally to people. We went to the retail outlets
and gave the questionnaire to the people working there and collected their
answers. Then we chose some random prospective buyers and handed them the
questionnaire prepared for them. The random sampling included people from our
residential areas, our friends and the students from different departments of
University of Dhaka.
Record analysis:
After collecting the data, we recorded them. Then we analyzed them by doing the
following:
a We collected the survey answers and made charts and graphs using that data for
supporting the report.
b Then we analyzed Waltons annual reports and extracted our required figures from
them.
1.4. Limitations:
a
b
c
Though we tried our best to make a hundred percent perfect report, a few
limitations held us back. The main limitations that we faced, were
As many of the common products were barred, we had to choose one from a
limited number of options.
When we went to collect information from the Walton outlets, they were not
fully able to cooperate with us, as our required information was confidential.
There was not enough data in the websites.
Semiconductor Market
Electronics Appliances Market
Raw Materials and Spare Parts Market
IT Market
Walton is one of the major players in the electronic appliances market. They are also
manufacturing motorcycles alongside home appliances such as television, refrigerators,
air-condition etc.
The market of these products relies heavily on the average household income. For most
people in Bangladesh home appliances had been luxuries they, which they cannot afford,
but recently the situation have been changing. Over the last 10 years, there has been
massive economic growth in the country, which has increased the income of lower-middle
and middle class people. So the demand for home appliances has increased substantially.
If we look at the annual GDP growth of the country in the last 10 years, we can see that
there has been a steady increase.
One of the main reasons of this growth has been because of the increased investment in
the fast growing sectors of the economy, which has reduced the rate of unemployment
drastically over the years.
It is evident that the increase in earning of the population has also had an impact on the
buying behavior. Middle and upper middle classes have emerged and reached a certain
level that is attractive for the importers and manufacturers. Bangladesh Bank has the
records of imports of Home Appliances over the years.
Figure 02: Import of Home Appliances (BDT):
Item
2004-05
2005-06
2006-07
2007-08
2008-09
243665
236150
190548
150241
204951
At first there was a huge growth to the numbers of Home Appliances imported in the
country, but the numbers have declined in recent years, as tax holidays on imported parts
and high import tax on electronic products have made companies focus on assembling
and manufacturing their products in Bangladesh.
South Asia, and U.S.A. It also wants to export its products to France, Italy, Germany,
Spain and other European countries. Walton has been successful in capturing this large
international market because of its high quality products. To ensure this high quality of
products all the members of the Walton family, both factory and administrative members,
work very hard round the year.
The factory of Walton is situated in Savar and the corporate office is at Dilkusha C/A,
Dhaka. There are 120 outlets of Walton throughout the country so that customers
everywhere can buy Walton products. Walton has a dedicated team of skilled engineers
and technical personnel from home and abroad who ensure quality products for the
customer. Because of this highly skilled team Walton can offer the customers a wide
range of products.
Competitor
Television
Refrigerator
LG
LG
General
Gree
Sharp
Samsun
g
Samsun
g
MyOne
LG
Samsun
g
Sony
Singer
Air-Condition
Panason
ic
Panason
ic
Whirlpo
ol
Most of these brands have been in this market for a long time. But none of them were
able to match the market growth of Walton in the last 3 years. Although LG-Butterfly is
the No.1 home appliances brand in the country, Walton is catching up fast.
Walton has started manufacturing major parts for the assembly of motorcycles. Right now
they hold nearly 8% of the market share. Its competitors are:
Bajaj
Hero Honda
Dayun
TVS
Singer
Butterfly
LG
Other
Sony; 17%
My One; 5%
Konka; 6%
Singer; 5%
Walton; 10%
Market Share
General
LG
Gree
National
Transtec
American aire
Daikin; 7%
LG; 15%
Whirlpool; 13%
Walton
Gree; 9%
Transtec; 8%
National; 13%
Market Share
Bajaj
TVS;4%
13% TVS
Singer;
6% Butterfly;
Hero
Honda
Dayun
Walton
Bajaj; 30%
Dayun;
17%
Walton; 8%
Hero Honda; 22%
Singer
Butterfly
proves that when electricity will be available throughout the country, demand will
increase further.
As the people of this country are mainly price sensitive, Walton, being the sole
manufacturer of refrigerator, freezer and motorcycle, is very keen to meet the demand of
this large market by providing competitive prices.
Waltons primary goal is to capture the local market, as they are still behind market leader
LG-Butterfly. But they are also exporting their products. Already they have customers in
Myanmar, Bhutan and planning to expand their market to Africa.
10
Mymensingh Zone
Rajshahi Zone
Area Managers are responsible for these zones and it is their responsibility to develop
market there. Product demand and response of the customer are not same in all zones.
Maintaining the sales in high demand zones like Dhaka, Comilla, Bogra the marketing
department is trying to increase their sales in low demand zones.
Currently, Walton has either their retail shops or dealer shop in all of the 65 districts of
Bangladesh. They have multiple shops in Dhaka and Chittagong in order to provide
maximum convenience.
Figure 06: Walton Plazas in Dhaka:
11
Political Factor:
o
o
o
o
Economic Factor:
o
o
o
o
Sociocultural Factor:
o Manufacturing Eco-Friendly product
o Changing lifestyle of middle income people
Technological Factor:
o Improvement in Technology made electronics cheaper
o Increased quality of produce
12
4. Marketing Strategy:
4.1. Positioning Strategy:
Walton has created huge enthusiasm among the consumers of its target market with its
slogan Aamader Ponnyo. They accepted Waltons endeavor of manufacturing some
electronic items like, refrigerator & Freezer and motorcycle for the first time in
Bangladesh, and are more than willing to buy a product of high quality made in our own
country. On the other hand, as a local manufacturer Walton can sell quality products at
comparatively lower price than other competitors.
It also makes its product available at the nearest possible places in each areas of
Bangladesh through Walton Plazas (own showroom) and countrywide dealers. New
Walton Plazas are being opened frequently in different places of the country for getting
closer to the customers.
Another strategy of Walton for creating a concrete place in the customer mind is its after
sales service. In order to providing the quickest possible after sales service to the
customers Walton has already established 39 Service Centers and opening more service
centers is under process. Walton equally values its sales and after sales service for
maintaining a long and positive relation with its customer and thus retain and increase the
customer.
13
4.2.1. Product:
Walton has a good number of products available in the market. The company produces
home appliances, mobile, generator and motorbike. A brief description of its major
products is given below:
Refrigerator:
Walton mainly produces home appliances. In fact in its website the company is
introduced as the pioneer in refrigerator production in Bangladesh.
Walton Refrigerator & Freezer ensures highest quality compressor, Condenser is
made by 100% copper, which lasts for 20-30 years. The most important thing is that
every spare parts including door with different color are changeable and available
everywhere over the country.
Television:
Walton produces LED, LCD, and CRT televisions. Walton Television ensures
home cinema entertainment. Walton Televisions d4ta Digital Technology is one
of the most innovative technological solutions that automatically reduces video
noise, Selects the best picture and performs fine-tuning by auto frequency
tracking technology.
Motorcycle:
Walton motorcycles are now competing with the Indian Hero-Honda and TVS
brand. The motorcycles have become famous because of the special specification
like mobile phone indicator, Digital gear display, Fuel location meter, Air shock
absorber, Remote control, Hydraulic Brake, Anti-Theft lock and Alloy rim etc.
Walton motorcycles are also fuel-efficient.
Other than these products Walton also produces Mobile handsets, generators, air
conditioners, DVD players, and microwave ovens.
Figure 08: Product Mix of Walton HIL
Home
appliances
Television
DVD Player
Refrigerator
Freezer
Microwave
Oven
Air-Condition
Mobile
Excel
Classic
Luxuria
Generator
Diesel
Generator
Gasoline
Generator
Vehicles
Motorcycle
4.2.2. Price:
Waltons main target market has always been middle-income group. SO they have been
very careful in setting their price of product. Also the fact that they manufacture their
products, it allows them to set a lower price than their competitors, as they dont have to
14
pay heavy import duty. Below is a comparison of the prices of different products of
different brands-
Transtec
32,000
32,500
36,000
Sony
26,350
59,500
88,000
My One
22,700
-
Hero Honda
155,000
145,000
110,500
TVS
160,000
140,500
98,000
Sharp
29,500
31,000
37,000
4.2.3. Place:
For making the product available to its target customers Walton use its distribution
channel. Walton generally uses its own transport facilities for reaching the product to its
120 Walton Plazas and about 700 dealers. If any dealer wants to use his own transport for
transporting Walton products from factory to his shop, he gets 1% reduction on dealer
price.
4.2.4. Promotion:
Ever since Walton started its production in its manufacturing plant, they have started a
wide promotional campaign on its product. Their tagline Amader Ponnyo reflects the
pride they take by being able to sell home appliances manufactured in Bangladesh. Right
now Walton has TVCs running in all major satellite channels of Bangladesh in peak hours
targeting their core target customers. Also they have numerous billboards and
advertisements in print media. Also their 120 Walton Plazas across the country also works
as a major advertising tool. Walton has recently started sponsoring different major sports
event in the country. Recently they sponsored their first International Cricket Tournament
and thus it allowed their brand to be viewed by millions of people across the world.
15
5. Financial Analysis:
Summary of the Financial Report of Walton for the year 2010:
Figure 12: Financial analysis of Walton HIL
Particulars
Total Sales
Cost of Goods Manufactured
Gross Profit
Operating Profit
Net Profit
Amount Tk
2,553,024,782.10
2,414,093,716.05
305,852,566.61
99,636,450.25
26,530,733.53
****
***
*
***
**
**
****
***
**
***
Variety
*
****
***
**
**
Distribution
***
****
*
**
*
Scope for
Growth
****
**
*
**
*
We can see from the above table that clearly overall LG leads and have a significant lead
when it comes to these values. They have been in the market for 20 years and have done
remarkably to capture nearly one-fourth of the total home appliance market. But coming
second right now is Walton. By providing the same quality in much lower price, Walton
has created an excellent brand following. They have a very good distribution system, with
outlets all over the country. But their main problem has been variety. They are still way of
the benchmark at the moment when it comes to product variety. But Walton will put more
emphasis in this sector and plan to catch the lights of LG and Sony in the next 5 years.
6.2. Challenges:
16
Present Market
Share
5%
8%
13%
2%
Expected Market
Share (2016)
25%
30%
25%
10%
Main Competitor
Bajaj, Hero Honda
LG, Sony
LG, Samsung
LG, General, Gree
7. Recommendations:
To establish Walton as the brand for home appliances & other electronic
accessories, some changes are needed in its strategies-
17
8. Conclusion:
The company has been running its business with good reputation since 1977.
Establishment of Walton HIL to manufacture Refrigerator & Freezer, Air
Conditioner, and Motorcycle etc. in Bangladesh is a milestone in the path of
success and reputation of the brand WALTON. Walton HIL is the first company to
introduce advanced research and manufacturing technologies and equipment for
household & commercial Refrigerator & Freezer, Motorcycle and Air Conditioner
etc. in Bangladesh.
For Bangladesh, Walton has become a company to be proud of in the export arena.
Walton has truly redefined Bangladesh from being a consumer country to a
producer country for home appliances.
9. Appendix
15-18
19-21
22-25
26-30
30 and above
18
LG
Walton
Singer
Sharp
Sony
Panasonic
My One
Marcel
Other (please specify)
3. What do you value most when selecting a brand from which to buy electronic
items?
Brand Value
Convenience
After-sales Service
Price
Quality
Manufacturing Country
Other (please specify)
Made in Bangladesh
Lots of TVC
Yes
No
Yes
No
7. Walton plans to produce first ever car in Bangladesh within 7-8 years. What are
your thoughts?
19
Can't Wait
10. References:
20
Tanvir Hassan
Senior Executive,
Department of Finance
Walton HIL
www.watton.com.bd
Taskin Ehtesham
Marketing Officer
LG-Butterfly
21