Topics: Marketing, Diesel engine, Caterpillar Inc. Pages: 24 (5318 words) Published: April 21, 2012

American International University - Bangladesh
Group Members:

✓ Shohag MD. Mohammudullah -- 07-09604-3

✓ Mumtarin Sumayra -- 09-14663-3

✓ Rahman Obaidur -- 07-09554-3

✓ Hussain Farhan Shams -- 09-14915-3

✓ Uddin, Faisal Jashim -- 09-14158-2

Course Teacher: Khan, Tahsina
Section: A

“Bangla CAT”

Our Term Paper Topic:

Marketing plan for “BANGLA CAT”
A report submitted to the Department of Marketing, AIUB,
in part-fulfillment of the requirements of the final examination in Business to Business marketing,
Fall-Semester 2011.
December 1, 2011

Khan, Tahsina Nimmi
Department of Marketing
American International University-Bangladesh
Banani, Dhaka

Dear Tahsina Nimmi Khan,

In compliance with the fulfillment of the requirements on the subject “Business to Business Marketing”, the students of our group would like to present the proposal entitled “Marketing Plan for BANGLA CAT”, in accordance with your instructions.

The main purpose of the document is to have a full proof business to business plan for Bangla CAT. This will help a lot of Business to Business Marketing students and businesses.

We hope that this proposal will meet your approval.

Very truly yours,

Shadowplay Group

The Information that have been presented in this term paper regarding the company’s products and service are all based on the information provided generally on the company’s personal website and more general information of Caterpillar Inc. in its mother company website. We greatly thank the “CAT Inc.” and “Bangla CAT” respectively, for putting up a comprehensive navigating website and information for its customers and consumers. We would also like to thank our most knowledgeable Business to Business marketing course teacher, Tahsina Khan. She has provided us with a wide and valuable lecture on B2B marketing, expanding our knowledge on the business to business format. An internal source came in from an employee of Bangla CAT, Ziaur Rahman Galib and he is a senior electrical engineer in Bangla CAT, majority of the important and internal information were passed on to us by him, which he collected from different departments of his company. Last but not the least we would like to thank ourselves, all the group members who worked day and night to bring out this well-attired term paper. Summary:

The term paper consists of a brief introduction on “Bangla CAT” and general introductory overview information and its missions, visions and values of the company. It starts with discussing the general situation analysis of the company in the international perspective and also discussing the micro and macro environmental factors in the country. There is a brief aspect of rationale for the study, its organizational background and the history of the company here in Bangladesh. The products and services of this company are analyzed and discussed in this term paper including brief information and pictures of the different types of products that are offered to the Business customers in the country specifically the government, classifying their products on the basis of product & services of the organization with different sizes, Product Line Length, Line Width and Line Depth mixes. It even conveys the marketing objectives of the company and how we can complete the positioning strategy, marketing mix, pricing, distribution, promotion – advertising, sales strategy & sales promotion, customer service etc. The term paper additionally includes the target Market – market demographics, behavioral factors, and the market needs, the trends & growths of “Bangla CAT”. We have done some analysis of this company such as the SWOT analysis, the competitor analysis. We even have put up marketing controls such as marketing organizations, contingency planning & future marketing plans like product/service offering....
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