DEVELOPING A MARKETING PLAN TO INTRODUCE A NEW PRODUCT OR SERVICE FOR
GROUP NAME: THE XPLORER
Tazina Afrin Nisha.
Ahmad Imtiaz Sobhan. (Group coordinator)
A.K.M. Ehsanul Hossain.
Progga Parmita Anika.
Date of Submission
November 24, 2008
[pic] School of Business
INDEPENDENT UN I V E R S I T Y, BANGLADESH
This report is prepared to fulfill the requirement of the MKT201 course of BBA program. The objective of the report is to gain the practical experience in collecting information and also developing a new product or service of any business organization of Bangladesh.
To conduct the analysis, we have chosen a Bangladeshi organization that engages in the importation and distribution business of toys for children of different age groups.
Doing this report it has enabled us to get a closer and practical view at the operational sector of the marketing segment of an existing business organization and that is Tausif international. By which we are able to enrich our knowledge regarding the other factors such as: BCG matrix, Ansoff matrix, developing a new product for the company, doing market mix and branding that respective product for that respective company.
The following information has been obtained from Tausif International and has been stated as per its claims and information. Last of all we have developed a new product which have been assigned to us during this term paper.
TABLE OF CONTENT
Particulars Page No.
1. Executive Summary 3 2. Acknowledgment 5
3. Introduction 6
4. About the company 6
5. Product and Customer 7
6. Microenvironment and Macroenvironment 8-9
7. SWOT 9
8. BCG Matrix 10-11
9. Capabilities and New Product 11
10. Target Market, Analysis through ANSOFF 12 Matrix
11. Marketing Mix 12
• Product 13
• Price 14
• Place 15
• Promotion 16
12. Branding 17
13. Conclusion 18
We feel happy that we received the guidance and assistance of many helpful people on the preparation of this report. Our first thanks goes to the almighty Allah for giving us the patience and courage to finish this huge task within its deadline.
We are also thankful to Mr. Abul Khair Kamal, owner of Tausif International, and Ms. Zakia Zerin Khan, Customer Relationship Manager of Tausif International for providing us necessary information.
Toy market is relatively very big in the context of Bangladesh. Sensing this Tausif International marketing executives conduct a market survey to find out the current trends and demands in the toy market, thus ensuring better understanding of the market. This company mainly imports toys from China. Before each of the frequent visits to China, Tausif International makes a survey in the market to know the exact demand of toys which helps it to maintain their current image, and even improving it.
About the company
Tausif International is an organization that imports toys for children from China and then sells them to different chosen retailers in Bangladesh; thus, it also acts as a distributor. The organization was established in the year 2002 and was founded by Mr. Abul Khair. The company, currently, has 17 executive manager and approximately 50 employees at...