otobi limited r
TRANSCRIPT
OTOBI LimitedPREPARING A MARKETING PLAN FOR BOOKSHELF | MARKETING 202
ABOUT OTOBI LTD.Otobi, is a leading furniture
maker company in Bangladesh. The company was established in 1975 by Nitun Kundu. Within a relatively short period
About ProductOtobi Ltd. in 2010 introduces bookshelf on
their product line
CustomersOtobi controls almost 80% of the country's
furniture market at present
Competitors
Marketing Opportunities & IssuesSWOT Analysis
Strengths – Experience, Brand Value, Location, Financial Support, Loyal Customers
Weakness – Marketing Expertise, Poor Quality, Undifferentiated Product & Services, Suppliers
Opportunity – Developing Market, International Market, The Price and Quality
Threat – New Competitors, Price war, Competitor’s Channel, Downturn in Economy
Objectives
Increase sales volume Develop new market, increase growth and share of
business over the upcoming one year period Establishing a strong distributor relationships Provide superior value to customers Enhance Online presence
Marketing Strategy
Market Segmentation – Geographic, Demographic, Psychographic
Target Markets – Students, Intellectual Persons, Luxury Class and School/College, Office
Positioning Strategies based on Marketing Mix (Conti…)
Strategies Based on Marketing Mix (4Ps)
Developing 4ps along with vision, mission and goals. 4ps-
Product – Quality, Design, Features, Varieties Price – List price, Discounts, Credit TermsPlace – Channels, Coverage, Location, Transportation
Promotion – Advertising, Public Relation, Sales Promotion
Control Marketing Objective Performance Measurement Comparing result against Standards Correction and Alteration
ObjectiveWhat do we
want to achieve?
Performance Measurement
What is happening?
Comparing
Why is it happening?
Corrective Action
What should we do about
it?
Conclusion
If the company can identify the correct choices and preferences of design, quality and other related stuffs that affects customer buying behavior Otobi Ltd. can revive the product.
Thank You