Ceramic Industry in Bangladesh
Daffodil International University Journal of Business and Economics, Vol. 5, No. 1 & 2, December, 2010
55
Ceramics Tableware Products’ Market Positioning: A
Comparative Study on Leading Companies in Bangladesh
Golam Mohammad Forkan*
Abstract: Many companies are producing ceramic products but very few are producing ceramics tableware products; i. e., Shinepukur Ceramics Ltd., Monno
Ceramics Ltd., Artisan Ceramics Ltd., Bengal Fine Ceramics Ltd. etc. This study attempted to understand perceptions of domestic consumers toward leading companies of ceramic industry of Bangladesh through ceramic tableware product s.
The study found that, Shinepukur is the market leader, second position is captured by
Monno and then others. Consumers prefer the products of Shinepukur for high quality, brand image and nice-looking design. On the other hand, consumers prefer the product of Monno for reasonable price, availability and quality. Very few consumers also buy products of other two leading companies for negligible reasons.
1. Introduction
“Government of Bangladesh has given top priority to the growth of local industries for achieving economic prosperity and creating of job opportunities. Ship building, ceramic, light engineering and small and medium enterprises are in the priority list of the government. It is possible to buy a square foot of tiles for only Tk. 30 now, which was
Tk. 130-140 seven to eight years back. It has become possible, as local manufacturers in a bigger way have come into the scenario. Earlier, a major portion of the local demand for the item was met through imports. In the past fiscal year, 21 local leading ceramic ware factories earned more than $35 million from exports of their products to 50 countries. Of the products, ceramic table wares are exported to about 50 countries including, the US and Canada, tiles to India, Nepal and Bhutan, and sanitary wares to the
Middle East, specially to the UAE. Besides earning valuable
55
Ceramics Tableware Products’ Market Positioning: A
Comparative Study on Leading Companies in Bangladesh
Golam Mohammad Forkan*
Abstract: Many companies are producing ceramic products but very few are producing ceramics tableware products; i. e., Shinepukur Ceramics Ltd., Monno
Ceramics Ltd., Artisan Ceramics Ltd., Bengal Fine Ceramics Ltd. etc. This study attempted to understand perceptions of domestic consumers toward leading companies of ceramic industry of Bangladesh through ceramic tableware product s.
The study found that, Shinepukur is the market leader, second position is captured by
Monno and then others. Consumers prefer the products of Shinepukur for high quality, brand image and nice-looking design. On the other hand, consumers prefer the product of Monno for reasonable price, availability and quality. Very few consumers also buy products of other two leading companies for negligible reasons.
1. Introduction
“Government of Bangladesh has given top priority to the growth of local industries for achieving economic prosperity and creating of job opportunities. Ship building, ceramic, light engineering and small and medium enterprises are in the priority list of the government. It is possible to buy a square foot of tiles for only Tk. 30 now, which was
Tk. 130-140 seven to eight years back. It has become possible, as local manufacturers in a bigger way have come into the scenario. Earlier, a major portion of the local demand for the item was met through imports. In the past fiscal year, 21 local leading ceramic ware factories earned more than $35 million from exports of their products to 50 countries. Of the products, ceramic table wares are exported to about 50 countries including, the US and Canada, tiles to India, Nepal and Bhutan, and sanitary wares to the
Middle East, specially to the UAE. Besides earning valuable
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