247908717-Brand-Case-Analysis-on-Hatil-Furniture-libre.pdf

8/10/2019 247908717-Brand-Case-Analysis-on-Hatil-Furniture-libre.pdf

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Brand Analysis

CaseOn

HATIL

Date of Submission: 30 may, 2013


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Principle of Marketing

Assignment

On

Submitted to

Md. Hashibul Hassan

Lecturer

Department of Finance

Jagannath University

Submitted by

Group : 7

HATIL

SL Name of Group Member Roll

1 Rasel Ahamed B-120203047

2 Md. Shakhawat Hossain B-120203080

3 Afrin Khan B-120203137

4 Saidul Islam B-120203060

5 Md. Monoar Hossain B-120203005

6 Emdad Munshi B-120203092

7 Milon Saha B-120203108


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Brief Product Facts:

Hatil Complex Ltd. is doors and furniture manufacturer in Bangladesh. It was established in 1989following the lead of a reputed timber processing company H.A. Timber Industries Ltd (1966). This

company produces wooden home, office, hospital, industrial & hotel furniture, doors, smoke cabins,

interior solutions etc. It is basically a private limited company with limited share and does the

business of manufacturing, import and export. It is endorsing its furniture with tagline, Slim is smart.

Hatils aket shae spead appoiatel i oe tha outies thoughout the old iludig

Germany, Netherlands, Ukraine, Switzerland, Sweden, Denmark, Singapore, Thailand, India, Japan

etc.

Industry Analysis:

Hatil entered into the market with high industry profits which are associated with weak suppliers,

weak buyers, high entry barriers, little opportunity for substitutes, and little rivalry. Hatil is operatingits business in furniture industry which consist lots of other brands namely Otobi ,Navana Furniture,

Brothers Furniture, Akhtar Furnishers, Partex Furniture and lots of other imported furniture from

aoud the old. But ot all the ads ae Hatils opetito. Aong the brands Otobi and

imported brands are real threats for Hatil. It is difficult or expensive to exit furniture industry.

SWOT Analysis:

Strengths

1.

High brand value

2. Equipped with advanced machineries

3.

Skilled craftsmen4. Innovative design

5. User and environment friendly design

Weakness

1.

Limited distribution channel

2. Higher product price

Opportunities

1. Growing customer base

2. Exploring International market

3.

Cost-efficient technology

Threats

1. Extreme competition

2. Downward pricing pressure

3.

Compressed product life cycle

Marketing Mix:

Product Home, Office, Hospital, Industrial and Hotel Furniture, Interior solutions, Smoke Cabin,

Doors(Veneered flush and Solid wooden) etc.

Price Hatils podut pie is opaatiel highe tha BothesFurniture &Pertex Furniture,

similar to Otobi and less than Akhtar Furnishers.

Promotion Promotion through electronic and print media, billboard and banner, social

networking, giving seasonal discount offer, participating in different fair, both in

national and international arena.

Place Available in all important and financially affordable areas of Dhaka city and all other

divisions in Bangladesh.

Micro & Macro-Environment:


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Micro

environment

The company Bangladeshi love lived, trusted leading furniture manufacturer

company with high goodwill. They are also looking forward to

interpreting International market through joint venture company.

Suppliers Countrywide distribution network through own outlets

Marketing

intermediaries

Distribute their product through their own distribution channel.

Customers Nationwide customer of middle and high class people or

commodities

Competitors Otobi , Navana Furniture, Brothers Furniture, Akhtar Furnishers,

Partex Furniture and lots of other imported furniture from

around the world

Pubic Good public relation with financial, media and internal public but

comparatively weak relation with local and general pubic

Macro

environment

Demographic Favorable to operate nationally because the country have

potential customer with the sense of hospitality, comfort and

luxury.

Economic Reasoale piig i aodae ith ues apailit.

Natural Natue otol to ake fuitues

Technological UV Technology is used for polishing. Both local and international

modern technology and machineries are also use for making

quality furniture.

Political Unstable politics obstruct the supply channel

Cultural Fuitue desig aies fo ultue to ultue. Hatils desig

influence our culture

Segmentation & Targeting Analysis:

Hatil main target customers are middle and higher class. They mainly segment their customer on the

basis of Income, Social class and Lifestyle.

Segmentation Income, Occupation, Social Class, Lifestyle, Personality, Benefits, Attitude Toward

Product.

Targeting Most of the segment with special importance on middle and higher class.

Positioning Map:

Using product differentiation, we are positioning Hatil as the most useful, suitable, value added

furniture for home and official use.


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Luxury Performance

Orientation

Value Proposition Analysis:

More The same Less

More

HatilThe same

Less

Hatil provides the most upscale product to cover the higher costs.

Levels of Product Analysis:

Core Benefits Luxurious, durable & comfortable

Features Various use in home & office

Hatil

Akhtar

Otobi

Pertex

Brothers


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Product Life Cycle (PLC):

Actual Product

Design Different size, shapes with lucrative design

Packaging Normal carton packaging

Qualitylevel

ISO 9001-2008 Certified

Band name Nationally reputed

Augmented

Product

After sales

service

1 year free of cost sales service

Warranty Offering 1 year warranty which covers any

damages due to production defects

Installation Free assembling

Delivery Free home delivery

Hatil

Profit

Sales

Product

Development

Introduction Growth Maturity Decline

0 Time


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Pricing Analysis:

Hatil poide ualit fuitue to its ustoes i a sesile pie. Hatils podut pie is

comparatively higher than Brothers Furniture &Pertex Furniture, similar to Otobi and less than

Akhtar Furnishers.

Documents

247908717-Brand-Case-Analysis-on-Hatil-Furniture-libre.pdf