AN OVERALL SITUATION ANALYSIS OF THE FASHION HOUSES IN BAANGLADESH

A STUDY ON “BANGLAR MELA FASHION

HOUSE”

AN OVERALL SITUATION ANALYSIS OF THE FASHION HOUSES IN BANGLADESH

A STUDY ON:

SUBMITTED TO:-

HUSNA ARA Lecturer, Department of Business Administration

East West University

SUBMITTED BY:-

SL NO NAME OF MEMBERS ID

01 Misbahur Rahman Sagor 2011-1-10-147

Mob:01673007223

Emai: md.sagorshikder@yahoo.com

EAST WEST UNIVERSITY

DATE OF SUBMISSION: - 21-11-2011

November 21, 2011

To,

Husna Ara

Lecturer, Department of Business Administration

East West University

SUBJECT:- REQUEST TO ACCEPT THE TERM PAPER ON AN OVERALL

SITUATION ANALYSIS OF THE FASHION HOUSES IN BANGLADESH: A

STUDY ON “BANGLAR MELA”FASHION HOUSE.

Dear Mam,

We are from your course Principles of Marketing (section-10), are very glad to submit the

given group assignment on an overall situation analysis of the fashion houses in

Bangladesh: A study on “Banglar Mela”. It gives enormous contentment to notify you

that this group has accomplished its report under your kind hearted direct care.

We have devoted our best effort to make the report an informative one. Now, we have

positioned the report before you for your authorization. All members hope that this report

will convince you.

Thanking you.

Your most obedient pupils

______________

Misbahur Rahman Sagor

2011-1-10-147

Department of BBA

_________________

Linea Rahman

2011-1-10-027

Department of BBA

_________________

Sanjoy Kumar Kundu

2011-1-10-150

Department of BBA

_________________

Shah Soheli Iren

2011-1-10-145

Department of BBA

_________________

Mst.Afroza Islam

2011-1-10-169

Department of BBA

A C K N O W L E D G E M E N T

At the very outset, all praises for almighty Allah for enabling us to complete the task with

good and sound health.

Then, we would like to take this opportunity to express our gratitude to our course

instructor “HusnaAra” (Lecture of EWU) for her continuous inspiration, supervision and

patience.We are glad to see that she has faith on us so that we are given this work.

Without her guidance and support it would not have been possible to come this far.

We would also like to thank the managing director A.K.M. GolamMaola for his

continuous support, inspiration and giving us the opportunity to collect the information

about their different services, products and the quality of those services or products. And

then we are also grateful to the branch manager of “BanglarMela”, Bashundhara City

Branch to help us in different ways and their well behavior .

All the members of this group are grateful to them who have honestly and ultimately

support us in carrying out the study. Specially, we are gratified to our praiseworthy

teacher HusnaAra because of his support gives us the prospect to begin the report

punctually.

Last but not the least; we would like to thank our friends and the persons used in the

survey who helped us to find these information and data.

Finally, we would like to thank our family for their numerous support in both financially

and mentally which helps us lot to finish our task.

EXECUTIVE SUMMARY

This report has been equipped for the limited implementation for the marketing

course.Our group have strived to hit upon the management system of popular renowned

fashion houseBanglarMela. This organization is typically in foremost place in this nation

and performing very important job in this country.Over the last ten year, BanglarMela has

been constantly bringing new and world-class product for the Bangladeshi people to

satisfy their wants and demand of life. They work in this country since from 2001; from

this time the company continues the business as an independent company. And its

mission is i to create panoramic designs of cloths by using local traditional fabrics and

promote them in the market with a reasonable price.For promotion they use traditional

media.For the report acceptance information has been accumulated from major and minor

sources. Through this study it is expected that a clear idea of the customers choices.

Therefore, this study tries to give some suggestion to establish a fashion business.

TABLE OF CONTENTS

SL.NO TOPICS PAGE NO

01 (PART A) INTRODUCTION 01-03

1.1 1.2 1.3 1.4

Background of the study Objective of the study Data collection method Limitation of the study

01 01 02 03

02 (PART B) REPORT FINDINGS, ANALYSIS, DISCUSSION 04-20

2.1

2.1.1 2.1.2 2.1.3 2.1.4 2.1.5 2.1.6 2.1.7 2.1.8

Theoretical Foundations

History Mission Vision Objective Marketing mix BCG matrix STP Market share

04-05

04 04 04 04 04

04-05 05 05

2.2 Company Profile 06-08

2.2.1 2.2.2 2.2.3 2.2.4 2.2.5 2.2.6 2.2.7 2.2.8 2.2.9

2.2.10 2.2.11 2.2.12

History Company name Location Founder Capital Investment Logo Slogan Mission Vision Objective Values

06 06

06-07 07 07 07 07 08 08 08 08 08

2.3 Current Marketing Situation 09-10

2.3.1 2.3.2 2.3.3

Market description Market growth Industry

09 09

09-10

2.4 Marketing Mix 10-18

2.4.1 2.4.1.1 2.4.1.2

Product profile Characteristics Variety

10-14 10 10

2.4.1.3 2.4.1.4 2.4.1.5 2.4.1.6 2.4.1.7 2.4.1.8 2.4.1.9 2.4.2 2.4.3

2.4.3.1 2.4.3.2 2.4.4

2.4.4.1 2.4.4.2 2.4.4.3 2.4.4.4

Quality Design Features Packaging Product position through (BCG) matrix STP Market share Pricing Strategy Distribution Distribution channel Exporting issue Promotion Tools Tools used for promotion Media vehicle Message of the each tool Effect on sale

11 11 11 11 12 13 14

14-15 16 16 16

17-18 17 17 18 18

2.5 SWOT analysis 19-20

03 Conclusion 21

04 Recommendations 22

05 (PART C) Appendix and References 23-25

06 (PART C) Photo Gallery 26-27

1

CHAPTER 01{PART-B}

INTRODUCTION

1.1:-BACKGROUND OF THE STUDY

At the present time business and association is playing an essential responsibility

to develop the financial circumstance of a country. So in the field of trade and association

it is awfully crucial to continue some management. In the association it is used to

continue all sorts of works resembling, monetary, maintain inventory effective

arrangement, numerical uses and record management system etc. All of which create

workings simple, speedy and exact so as fashion house business “BanglarMela”also

exercises structural manage system to boost their trade and widen their situation. Our

group has visited to “BanglarMela” and organized its report. The visitation was took

place in the head office of BanglarMelain Tejgaon andBashundhara City Branch of

BanglarMela and we are very glad for getting the opportunity to accomplish our practical

investigate on BanglarMela. The report will definitely increase the knowledge of other

students to know the fashion house business of Bangladesh

1.2:-OBJECTIVE OF THE STUDY

The objective of study is to gather practical knowledge regarding over all fashion

house business and its operations. Theoretical classes of BBA provide us theories

regarding different subjects where as practical investigate gives us the chances to view

those systems and their operations. The principal intent of this report is to analyze the

trends modern customer‟s services. More precisely we can identify the objective of this

report as follows:

To fulfill our course requirement of the course curriculum.

To increase our creativity and gathering experience to work in practical field.

To find out some major problem area of fashion house in Bangladesh as flows

o Government policy

o Political

o Financial

o House Rent

To study the services of Branches of BanglarMela

The preparation of the report will enable to greater concepts of the Fashion house.

To achieve realistic facts.

To suggest recommend some necessary steps to solve the existing problems.

2

1.3:-DATA COLLECTION METHOD

To bring out the study equally primary and secondary data were used.

PRIMARY SOURCES

To gather data, we chiefly used a meeting with the organization

managing director and branch manager (Bashundhara City).

Direct conversation with consumer.

Observing their activities.

Collecting different opinions from consumers.

SECONDARY SOURCES

As the minor basis here are mostly used the web site of Banglarmela.

Various records of fashion house.

Different articles published in the journals & magazines have been used.

3

1.4:-LIMITATION OF THE STUDY

A proverb goes that to achieve some valuable thing have to pass a long way.While

preparing the report, we had toface some obstacles that might have reduced the quality of

the report. Mainly the following limitations we faced:

The information we get was not adequate. Specially the technical data.

The officials we interviewed cannot provide us specific information or they do not

want to give.

The time we are provided, was not adequate.

As we all are involved in study, it was very difficult to manage time & specially

co-ordination.

Time constraint is the limitation restricting this report form.

They didn‟t eager to give us their financial information.

We had not much knowledge about fashion house business that‟s why he had to

face many problems.

One more difficulties was that we had no experience before to customer survey so

when we went to BashundharaCity for customer survey we had to face many

problems.

4

CHAPTER 02{PART-B}

REPORT FINDINGS, ANALYSIS, DISCUSSION

2.1:-THEORETICAL FOUNDATIONS

The theoretical foundations of the study are given below:

2.1.1:-HISTORY

History means the branch of knowledge and an established record or pattern of behavior

that records and analyzes past events.

2.1.2:-MISSSION

A ministry commissioned by a religious organization to propagate its faith or carry on

humanitarian work.

2.1.3:-VISION

Vision is a thought, concept, or object formed by the imagination.

2.1.4:-OBJECTIVE

Objectives are a basic tools that underlying all planning and strategicactivities.

2.1.5:-MARKETING MIX

The set of controllable tactical marketing tools-product, price, place and promotion-that

the firm blends to produce the response it wants in the target market.

2.1.6:-BOSTON CONSULTING GROUP (BCG) MATRIX

A company classifies all its Strategic Business Unit (SBUs) according to the growth share

matrix as shown below-

High

Market growth rate

Low

High Low

Relative Market Share

STAR:Stars are high-grown and high-share business or product. They often need heavy

investment hold their business.

QUESTION MARK:Question marks are high-grown and low market share business or

product. They require a lot of cash hold their business.

STAR QUESTION MARK

CASH COW DOG

5

CASH COW:Cash cows are low grown market with high relative market share. They

invest less amount hold their business.

DOG:Dogs are low-grown and low-share business or product. They often investment

enough cash to hold their business.

2.1.7:-STP

SEGMENT:

Dividing the total market into smaller markets based on different variable.

TARGET MARKET:

It is the process of measuring the segment attractive and selecting one or more segments

to enter.

POSITIONING:

Process offsetting a clear transparent image on customer mind about the product or

service.

2.1.8:-MARKET SHARE

The percentage of an industry or market's total sales that is earned by a particular

company over a specified time period.

2.1.9:-SWOT ANALYSIS

An overall evaluation of the company‟s strengths (S), weaknesses (W),

opportunities (O), and threats (T).

6

2.2:-COMPANY PROFILE

2.2.1:-HISTORY

“BanglarMela” registered their business on 17th April 2001 as a private limited

company. Next they started their operation from 3 May 2001 in Bonani sector-11. It has

achieved the position of one of best-branded both showroom of handloom in the town.It‟s

capital was 10 crore 22 lacks then their shareholders was 11 persons. After that 5 more

shareholders were added. At first time they got 24 thousand order. Local producer, local

crafts, local materials were made by NGO, TMS, Norshindi, Bogura, Dinajpur, Tangail‟s

tailors. Apart from their business activity, a very appreciable thing about BanglarMela is

with their occupation they have also maintain their social responsibility and awareness as

a human and as worthly citizens of the country. And they proved it by their remarkably

done social activities. Such as from the very beginning, in their organization they have

involved mentally retarded individuals and have given them the opportunity to work and

to earn like every normal human being. And has also helped them to change their view of

life and also the idea towards these mentally retarded people who are unfortunately

thought of no use in the society. Chief Designer of BanglarMelaEmdadHoque said

BanglarMela not just a store,BanglarMela represents the culture socio environment thru

our line-up.

2.2.2:-COMPANY NAME

The company name is “BanglarMela” Fashion House

2.2.3:-LOCATION

Banani :

House # 67, Block # E, Road # 11, Banani, Dhaka- 1213.

Dhanmondi-(i):

Plaza A. R. (3rd Floor) Mirpur Road, Dhanmondi, Dhaka-1207.

(Near SobahanBagh Masjid)

Dhanmondi-(ii):

Happy Homes Dr. RefatUllah Arcade, (1st Floor) House # 3, Road # 3, Dhanmondi,

(Near City College), Dhaka.

Mirpur :

Plot # C-10, Mirpur-2, Main Road, Mirpur, Dhaka-1216,

7

Uttara :

Atique Tower,67/B, RabindraSharani, Sector – 7, Uttara, Dhaka– 1230,

Malibag :

Hosaf Shopping Complex, Malibagh Circle, Dhaka-1217,

Bashundhara City-1:

Shop # 109, Level- 2, Block # D, Panthapath, Dhaka- 1205,

Bashundhara City-2:

Deshidosh, Level-7, Block-A,

Head Office:

336/C Tejgaon I/A, Dhaka-1208.

2.2.4:-FOUNDER

Firstly BanglarMela started their busibess with 10 partners among this A.K.M.

GolamMaola is the managing director of BanglarMela and after few years later they

added more 5 shareholder with their business.

2.2.5:-CAPITAL

They started their business with 22 lakh taka after few years their capital stands on

32 lakh taka. When they added 5 more shareholders they provide 64 lakh taka and now

their present capital is 10 corer taka.

2.2.6:-INVESTMENT

Firstly they invested 22 lakhtaka, then 32 lakh and lastly 64 lakh taka.

2.2.7:-LOGO

8

2.2.8-SLOGAN

The slogan of BanglarMela is ÓevsjvigyLAvwg †`wLqvwQÓ

2.2.9-MISSION

The mission of BanglarMela is to create panoramic designs of cloths by using

local traditional fabrics and promote them in the market with a reasonable price.

2.2.10-VISION

The vosion of banglar is the want to focus on serving the middle-income groups of

people with fashion-rich local clothes.And to be the best quality fashion house in the

country.

2.2.11-OBJECTIVE

Such as from the very beginning, in their organization they have involved

mentally retarded individuals and have given them the opportunity to work and to earn

like every normal human being. And has also helped them to change their view of life and

also the idea towards these mentally retarded people who are unfortunately thought of no

use in the society. Chief Designer of BanglarMelaEmdadHoque said BanglarMela not just

a store,BanglarMela represents the culture socio environment thru our line-up.Lastly they

want to stablised their concept that “Fashion for All”

2.2.12-VALUES

The values of BanglarMela is making local product by using local raw materials

for all classes of peoples.

2.3:-CURRENT MARKETING SITUATION

BanglarMela started their mission in 2001 and then they tried to follow a strong

societal marketing policy to make profits by service people. Now every aspects of

marketing sectors they are achieving their target goals. To identify their current market

situation we can focus on following sectors:

2.3.1:-MARKET DESCRIPTION

9

BanglarMela always says that, “Fashion for all”. So they are trying to reach their

products among all classes of people and all levels of people in our society. They are

trying to maintain affordable price for all kinds of customers. BanglarMela have started

its first operation in Bangladesh in 2001.The products of BanglarMelahave been well

received and the marketing is the key to the development of its brand image as well as

the growth of the customer base. At first it started with one showroom but now it has

already 10 showrooms at different suitable places in Dhaka city and they have also a

branch in Chittagong.

2.3.2:-MARKET GROWTH

The market of BanglarMela is growing high day by day because people are

becoming concern for using local product. Their market growth is very good.1st year they

could fulfill their sales target.Before 2001 Banani was a very slow going market place but

when BanglarMela opened their first outlet, following them others fashion houses were

established their branch and now Banani become a very ceowdy and profitable market

place. Same case are happened in Mirpur 2. And its only possible for BanglarMela

fashion house.

Besides, people purchase dresses in many occasion like

Eid,Puza,PahelaBaishakh,Akushe February,BijoyDibosh.It makes the market broad more

and more.

2.3.3:-INDUSTRY ANALYSIS (REVIEW OF COMPETOTORS)

The thought of Banglarmela” is that they have no competitors.As keeping our own

culture is their objectives so that they do not think another fashion houses as their

competitorsthey want to do work together as a family. So they make “Deshi Dosh”

inBashundhara city. But it is our observation that other fashion house like

Arong,Nogordola,Kay

Kraft,OG,Anjans,Bibiana,Nipun,Rong,ShadaKalo,Deshal,KaziKraftetc are their

main competitors.

2.4:-MARKETING MIX

The combination of BAnglarMela‟s four elements-product, price, promotion,

place or distribution which is used to satisfy the need of their target market.

10

After deciding on overall competitive marketing strategy, the company proceeds

towards planning the details of the marketing mix.

The product profile of „‟BanglarMela” is very unique and praise worthy, we can

say.

2.4.1:-PRODUCT PROFILE

2.4.1.1:-CHARACTERISTICS

“BanglarMela“ is expressing their characteristics through their brand name.

This fashion house‟s main characteristic is they use local raw materials for their

product of Bangladesh. They also provide qualityful dresses for lower middle class

and middle class people as well. Their dresses are designed by many renowned

fashion designers of Bangladesh. Their main target is to spread out Bangladeshi

product more and more with latest design, colour and quality and they are doing

so, with great success.

2.4.1.2:-VARIETY

In today‟s modern world every people wants variation in all sectors, mostly

those who are very much close about their dress and accessories. So, competing

with other deshi fashion houses “BanglarMela” have a lot of variation in their

product to satisfy their customer‟s needs and wants. They are providing all types of

deshisharees, including – Taat, Silk, Cotton, Half-Silk, Mosline, Khadi etc.

SalwarKamizes (Cotton, Silk, Khadi) Panjabi (Cotton, Block print, Hand paint

etc). Fotua( for both men and children. Single dopatta, Single Salwar, bed cover,

coushone cover etc. They are also provides Show pieces, photo frame, candle,

ladies purse, bag, ladies jewellery, gift items etc.

And in all types of product they aretrying their best to pick up the beauty of

Bangladesh & Bangladeshi tradition.

2.4.1.3:-QUALITY

Every people, when purchase something they want and consider the quality

of that product first (whether it‟s high price or low price product). So from this

11

point of view “BanglarMela “ is maintaining their product quality very strictly

from the very beginning of their journey. “BanglarMela” provides a very high

quality product to their target customers. They always try to use local but best

quality cotton and raw materials for their final product.

2.4.1.4:-DESIGN

Design of any type of product is the most attractive part for tis customers.

Beautiful design &colour of any dress attracts people whether children or adults.

“BanglarMela“ also gives a great emphasis on its design part. The main designer

“BanglarMela” is Mr. AmdadHaque. He is one of the most renowned professional

designers of our country. BanglarMela‟s designs are very unique and its fulfilling

the demand of teen agers as well as middle aged people.

2.4.1.5:-FEATURES

“BanglarMela” always try to use our Local fabrics, cottons and colours.

Because their main motto is to serve their customers with deshi product and to

enrich our Bangladeshi culture and tradition.

2.4.1.6:-PACKAGING

Packaging plays a vital role of selling any product to its customers. That‟s

why “BanglarMela” provides a beautiful packet, which have their logo at the

centre of the packet. They also change the design and pattern of their packet in

different occasion for example – in their 10th

anniversary they changed the design

of their packet by adding some new colours and features, which was greatly

appreciated by their customers.

12

2.4.1.7:-PRODUCT‟S POSITIONTHROUGH (BCG) MATRIX

BanglarMela classifies all its SBUs according to the Growth-share matrix as

shown below:

HIGH

LOW

HIGH LOW

STAR

Salowarkamiz

Shari

Bed cover

Cuttion cover

Panjabi

Shal

QUESTION MARK

Handicrafts

gift item

Shirts

Orna

CASH COW

Fatua

Bags

Show piece

Jewelry

DOG

Tupi

Harbal products

M

A

R

K

E

T

G

R

O

W

T

H

R

A

T

E

RELATIVE MARKET SHARE

13

2.4.1.8:-STP

SEGMENTATION

Banani Dhanmondi 1, 2 Mirpur Bashundhora city

Uttara Malibagh Science lab Chittagong outlet

TARGET MARKET

MIDDLE CLASS

UPPER CLASS UPPER MIDDLE CLASS LOWER MIDDLE CLASS

In case of BanlarMela,from teenager to any age group,from lower middle class to upper

class,regardless to race,religion,gender ,literacy level,life style or personality any and

every single person is their target market.

POSOTIONING

After the company has decided which market segment have to use to enter for

which product, it must decide what positions it want to occupy a clear distinctive and

desirable place relative to competing products in the mind of target customers. The

company‟s entire marketing program should support the chosen positioning strategy.

Since if a product is perceived to be exactly like another product on the market,

consumers would have no reason to buy it, BanglarMela brings special features on the

product as well as significant various services that positioned the products in the target

segments. Products can be positioned with some positioning strategy. We find that

BanglarMela has taken has taken multi-various strategy to position its various product in

the market.

14

LADIES

GENTS

CHILDREN

FOREIGNER

2.4.1.9:-MARKET SHARE (CUSTOMER‟S ATTITUDES)

According to our survey the market share of “BanglarMela” is like this _____

(based on assumption)

______Among 100%, 50% are Ladies

______ 20% Gents

______10% Children

______20% Foreigners

2.4.2:-PRICING STRATEGY

Pricing decisions are subject to an incredibly complex array of environment and

competitive forces. A company sets not a single price, but rather a pricing structure that

covers different items in its line. This pricing structure changes over line as products

move through their life cycles. The company adjusts product prices to reflect changes in

cost and demand and to account for variations in buyers and situations. As the

competitive environmentchanges, the company considers when to initiative price changes

and when to respond to them.

Factors to consider when setting price

INTERNAL

FACTORS

1.Marketing

objectives:-

#survival#maxim

izing current

profit#maximizin

g market

share#Increasing

sales volume

g

investment

2.Marketing mix

strategy

3.Costs:-

#Cost of different

stages of

production

#Cost as a function

of production

experience#Organi

zational

considerations.

15

All above the discussion,BanglarMela setting their product actual price based on cost,

demand and competition. Products are reasonable, affordable for customers, so that

customer can purchase products occasionally, frequently for their own consume or to give

others.

The pricing chart of BanglarMela

CATEGORY PRICE (TAKA)

SalowarKameez 850-4999

Shari 1250-3999

Panjabi 750-2999

Fatua 350-690

Shirt 320-669

Orna 250-350

Salowar 450-750

Hand bag 220-990

Purse 120-230

Tupi 190-310

Jewellary 950-1499

Harbal products 30-100

Handicrafts 120-890

Bed cover 850-2050

Kids fatua,salowarkameez 450-1999

Caution cover 299-499

Shitolpati 350-1099

Candle 10-675

EXTERNAL

FACTORS

1.The market and

demand :-

#pricing in

different types of

market

#consumer

perceptions of

price and value

#analyzing the

pricedemandrelat

ionships.

#price

elasticity of

demand

#price

elasticity of

demand

2.competitors

cost, price and

offers

3.Other external

factors:-

#economic

conditions#reselle

rs

reactions#govern

ment#social

concerns

16

2.4.3:-DISTRIBUTION

2.4.3.1:-DISTRIBUTION CHANNEL

At first they started their business that owed by the labor.The village people of

Narsingdi, tangail,bagura,dinajpur,some NGO,TMS are also helping them providing

fabrics.Their transportation facilities helps them to reach the products in head office.Evry

branches get their products from BanglarMela head office.The most important thing is

that BanglarMela does not pay money to the labor but provises fabrics and handy crafts

instate of money.

2.4.3.2:-EXPORTING ISSUE

BanglarMela is a local fashion house, so they do not have any desire for

export their products to foreign countries. They only produce local product for local

people.

17

2.4.:-PROMOTION TOOLS

For promotion BanglarMela use different types of tools:

2.4.1:-TOOLS USED FOR PROMOTION

BanglarMelause only Advertisement and Sales promotion (Discount) and when

they launch a new product they arrange press conference. Their advertisement mainly

published on internet.

THIS ADDVERTISEMENT PUBLISHED ON INTERNET

2.4.2:-MEDIA VEHICLE

In media vehicle Banglarmela arrange TALK SHOWon TV, and give their

product image on Newspaper and different types of newspaper. But they don‟t have any

billboard.

EVERY THUESDAY THEY ADDVERTISE BANGLAR MELA ALSO ADDVERTISE THEIR PRODUCT ON DIFFERENT MAGAZINE

THEIR PRODUCT IMAGE ON PROTHOM

ALO (NOAKSHA)NEWSPAPER

18

2.4.3:-MESSAGE OF THE EACH TOOL

The message of the all advertisement of BanglarMela is, “New dress for all class,

all level of people”. And,“Buy Your Local Products and Increase Your National Assets”.

2.4.3:-EFFECT ON SALE

The effectiveness of:

i. Advertisement- a)Strongly disagree b)Disagree c)Neutral d)Agree e)Strongly

agree

ii. Personal selling- a)Strongly disagree b)Disagree c)Neutral d)Agree e)Strongly

agree

iii. Public relation- a)Strongly disagree b)Disagree c)Neutral d)Agree e)Strongly

agree

iv. Sales promotion- a)Strongly disagree b)Disagree c)Neutral d)Agree e)Strongly

agree

v. Direct marketing- a)Strongly disagree b)Disagree c)Neutral d)Agree e)Strongly

agree

Note:-The marking orange color shows the result of the effect on sale.

This effectiveness are told by the managing director of BanglarMelaA.K.M.GolamMaola.

19

2.5:-SWOT ANALYSIS

The SWOT analysis indicates the companies or the organization‟s internal

strengths and weaknesses and external opportunists and threats. SWOT analysis gives its

an insight of what they can do in future and how they can compute with their existing

competitors.

Every fashion house has some strong points, weak points, opportunities and

threats. “BanglarMela” has several strengths, some weaknesses, some opportunists and

some threats. “BanglarMela‟s” strengths, weaknesses, opportunists and threats are given

below:

STRENGTH

Strengths are internal capabilities that can help the company to reach its objectives.

Innovative combination of each and every product.

BanglarMela‟s every branches are highly decorated.

Reasonable price.

They believe „Fashion for all‟.

Their employees behaviors are praiseworthy.

Their product decoration is also well.

Their employees are highly skilled and trained.

High quality products.

Dresses are more comfortable.

WEAKNESS

Weaknesses are internal elements that may interiere with the company ability to achieve

its objectives. Though “BanglarMela” is a well-established brand but it has some

weaknesses. They are given below:

Government policy.

Cost of high business.

House rent is very high.

Electricity problem.

Utility expenses.

Others bills are very high.

Tax rate.

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OPPOTUNITIES

Opportunities are external elements that the company may be able to exploit its

advantage. Some opportunities of “BanglarMela” are below:

Top managers and head of the departments were related with Grameen Bank and

its concern Grameen Check.

The labor and tailors are also highly experienced by their previous working

experience.

Now they have the opportunity to combine with “Deshi Dosh” and Grameen

Check.

They have also the opportunity to expand and cover all the cultural occasion.

They have many distribution channels.

THREATS

Threats are current or emerging external elements that could potentially challenge the

company‟s performance.

“BanglarMela” has few threats. There are given below:

The current and future external factors that Government Policy and regulation.

As a private limited company they have to pay 15 % vat.

Limitations of the capitals has make to take loan from Bank. So, the bank interests also may be threats for them.

For the reputation of “BanglarMela” rent authority and builders taken over advance.

WEAKNESSES

Government policy.

Cost of high business.

House rent is very high.

Tax rate.

Utility expenses.

STRENGTHS

Reasonable price.

They believe „Fashion for

all‟

High quality products.

Dresses are more

comfortable

Fashion that suits

Bangladeshi culture.

THREATS

Government Policy and

regulation.

Limitations of the capitals.

Bank interest.

Vat.

OPPORTUNITIES

Distribution channels

Cover all the cultural

occasion

The labor and tailors are

also highly experienced

Top managers and head of

the departments wererelated

with Grameen Bank

INTERNAL

FACTORS

EXTERNAL

FACTORS

POSITIVE NEGATIVE

SWOT

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CHAPTER 03{PART-B}

CONCLUSION

Fashion house “BanglarMela” is becoming popular day by day by providing

qualityful products.BanglarMela not only using local raw materials, local craftsman for

producing their products but also created employment opportunity for rural people and

make them self-dependent. Although maximizing profit is their main objective, but this

organization is successful for building and maintaining a strong bonding with our own

culture by the modern way at the modern age.

Besides, this organization contributes different social work and encourages people

for buying local products. If BanglarMela increases their advertisement more & more and

maintain their services well then it will be one of the best fashion house in our country.

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CHAPTER 04{PART-B}

RECOMMENDATIONS

--- They should give more emphasis on their promotional activities like --- TVC,

Billboards etc.

--- Their jewelry items are not so demandable, so they should develop their jewelries

quality and reset its price.

--- They should require more skilled and smart employees.

--- If they consider their pricing strategy for lower class people then their sales will be

increased more.

--- They don‟t provide any discount in any occasion, So they should plan about discount

system.

--- They should provide incentives for those buyers who purchase more products from

their fashion house.

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APPENDED PARTS {PART-C}

INTERVIEW QUESTIONAIRE

BANGLAR MELA

1. The history of “BanglarMela” (Like-Founder, Starting Capital and Starting date,

Tagline etc.)?

2. How many branches you have in Dhaka and have any branch outside Dhaka?

3. How many employees are work in your total branch?

4. What is the mission and vision of this fashion house?

5. The objective of your company

6. Your company‟s values like local product or foreign product

7. Tell something about your today‟s market growth -high or low?

8. Who are the target customers of your brand?

9. Following this who is your business competitors?

Arong

NagorDola

Keykraft

Sada-kalo

Ogi‟s

Others

10. Would you mind to tell something about your products?

Characteristics:

Variety:

(among this which product you think is more popular):

Quality:

Design :( who is the main designer)

Raw materials:

11. About your pricing strategy –

12. How you distribute your product to the final consumer and do you export any

product to foreign country and who are your suppliers?

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13. How you promotion your brand like,

Advertisement (Where):

Discount (%?):

Press conference:

Other:

14. Media (TV, Radio or Newspaper, Billboard, Magazine): Do have any magazine?

15. Rate the following 5 point scale

The effectiveness of:

vi. Advertisement- a)Strongly disagree b)Disagree c)Neutral d)Agree e)Strongly

agree

vii. Personal selling- a)Strongly disagree b)Disagree c)Neutral d)Agree e)Strongly

agree

viii. Public relation- a)Strongly disagree b)Disagree c)Neutral d)Agree e)Strongly

agree

ix. Sales promotion- a)Strongly disagree b)Disagree c)Neutral d)Agree e)Strongly

agree

x. Direct marketing- a)Strongly disagree b)Disagree c)Neutral d)Agree e)Strongly

agree

16. What is yourbusiness‟s?

Strengths:

Weakness:

Opportunities:

Threats:

Last of all please say something about BanglarMela which we can use as a

promotion or advertisement.

THANK YOU SO MUCH FOR GIVING US YOUR VALUABLE TIME AND

INFORMATION AND WE ALL ARE GREATFUL TO YOU.

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REFERENCES {PART-C}

1.The Managing Director of BanglarMela.

2.Branch manager of BanglarmelaBashundhara City branch.

3 Employees of BanglarMela, Bashundhara City branch.

4www.banglarmela.org

Book which was used for preparing this report:-

1. Business by Steven j skinner john m. lvancevich.

2. Principles of marketing by Jahid, Jobayda, Shafiq, Monjur

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PHOTO GALLERY

CUSTOMER CHOOSING DRESS PREPARING FOR PACKAGING GO TO THE CASH COUNTER FOR PYMENT

TAKING WITH BRANCH MANAGER TAKING WITH BRANCH CUSTOMER TALKING WITH EMPLOYEEE

EMPRESSED A FOREIGN MARKETING TEACHER TO SEE OUR SURVEY

A PHOTO WITH M.D. OF BANGLAR MELA A MOMENT OF GROUP STUDY PROVIDE DIRECTION

27

PRODUCTS VARIETY