Product Level Planning

Chapter by chapter guide Executive Summary 2 Market examination 3 SWOT Analysis 4-7 Objectives 7 Marketing Strategy 8 Action Program 9 Financial Projection 10 Feedback and Control 10 Conclusion 11 References 11 Executive Summery Cement Industry is exceptionally significant portion of Bangladesh’s Industrial segment and Plays an indispensable job in financial development.Although concrete industry of Bangladesh has seen its ups and down in late past yet in a decade ago it has recouped and now it’s an independent industry of Bangladesh not just satisfying household needs of Bangladesh likewise trading an enormous measure of concrete to different nations, bringing remote stores and help in up lifting Bangladesh’s GDP. Bangladesh is presently working at their greatest limit because of the blast in business and modern development inside Bangladesh.In this report I have chosen ‘Anchor' concrete, Olympic Cement Ltd (OCL) of ‘Khansons Group’ essentiall y called dark concrete and we will portray how they do item anticipating that? Khansons Group has broadened its modern field by setting up a clinker granulating concrete plant named as ‘Olympic Cement Ltd'. The plant is situated at Rupatoli, Barisal all in succession alongside its material ventures. The completed item (concrete) has been marked as ‘Anchor' and the equivalent has gotten famous in the nearby market. This concrete task started its underlying creation at 800 tpd and bit by bit expanded the creation to the degree of 1,600 tpd.Olympic Cement Ltd (OCL) is one and just concrete processing plant which has focused to satisfy the whole need of concrete in Southern Bengal. Accordingly, OCL has focused its deals on a taking off pattern by expanding creation volume. OCL is keeping up the notoriety of its quality item and focusing on the all-inclusive undertaking in days to come. Current Market Situation Overall Market Situation Bangladesh concrete industry is the 40th biggest market on the planet. There are 70+ concrete industrial facilities in Bangladesh and every day creation limit is 16. 687 Million MT.In January 2012, Bangladesh’s Export Promotion Bureau discharged information affirming that concrete fares had seen a 21% expansion in the initial seven months of the current financial year (July 2011 †January 2012). The lift in the concrete area is a result of the rising development movement in the nation and expanding advancement use by the govt. Because of this the deals of concrete division will likewise rise each year. Item Situation Since Cement is a specific item, requiring advanced foundation and creation area, in this way, Most of the concrete ventures in Bangladesh are situated close/inside a stream side that are rich in clay.Iron and mineral limit so ‘Anchor’ concrete is arranged close to the bank of waterway ‘Kirton Khola’. Stay concrete introduced limit is 1,600 tpd at present with the turnover of 50 crore in a year. Serious Situation: In serious circumstance we will depict all the contenders of Anchor Cement delivering dark concrete. There are 70 + firms in the market alongside Anchor Cement. Every one of these organizations are utilizing distinctive showcasing strategies to grape however much piece of the overall industry as could reasonably be expected yet they are acting like a cartel under the tree of APCMA.They are creating same nature of concrete with all most same cost and highlights that’s why rivalry in the market is extreme for nearby just as outside market. All are utilizing same mass and infiltration methodologies to cover significant part of the market. Some are utilizing cost initiative system however because of cartel act conduct they are not getting the objective outcomes that they need to accomplish. Presently Crown concrete is the market chief while Anchor concrete is a specialty in the national market however it is the pioneer in the nearby mark et of Barisal and southern piece of Bangladesh. Conveyance Situation:Anchor Cement Company utilizes various channels of appropriations to move the dark concrete from organization to the distinctive piece of Bangladesh. †¢ACC > Whole Sellers > Retailor> Customer †¢ACC > Retailors> Customer †¢ACC > Customer †¢ACC > Regional Offices > w/s Retailors Macro-Environmental Situation Macro ecological factors straightforwardly or by implication impact the creation of the organization and its market. Large scale Environmental variables are the components that are not in the control of the organization. These elements are†¦.. 1. Political 2. Law and request circumstance 3. Social qualities 4. Mechanical change . Segment patterns 6. Financial Condition 7. Expansion Opportunity and Issue Analysis After finishing the market examination now we will do investigation of chances and issues for the ACC. Opportunity is an opportunity of progress or headwa y that is accessible in the market and the organization needs to benefit it for the advancement and gainfulness while issues are the shortcoming or risk for the organization to stay away from or settled down. For this reason we need to do SWOT investigation of ACC. Quality of ACC Strengths are the inward positive variables of bit of leeway that an organization has. Following is the quality of ACC. Introduced Capacity: Installed limit of organization is 16. 687 Million MT day by day and they are delivering 6007. 32 MT for each annum so they can surpass the creation effectively by appropriate actualizing their showcasing blend procedures and it will legitimately build benefits of the organization. oRaw Material: Anchor Cement Company is arranged close to the bank of the stream kirtonkhola. So they can without much of a stretch benefit the gigantic hold of crude materials with an exceptionally minimal effort as contrast with other competitors’ as their expense of material is hig h. oHigh Quality of ACC: Quality of ACC is far superior to the standard set by Bangladesh and importers.Quality of creation is superior to a large portion of the rivals in the market. oCheap Labor: They are utilizing modest work market of Bangladesh which is quality of them and because of this their cost is low as contrast with different compotators. oGood Govt. Strategies: Local and government govts. Approaches are strong and great for the concrete part. They are getting numerous advantages in term of power and so forth from BD govt. So over all ACC is getting a charge out of good condition made by Government. Shortcoming of ACC Weaknesses are the interior negative variables of an organization that ought to be maintained a strategic distance from or to be controlled.Following are the negative elements of ACC. oNot Utilization of Full Capacity: ACC isn't using its full limit of creation of dark concrete. They can deliver more per annum so not using their full limit is likewise their impediment which they should change over it into circumstance. oFuel and Electricity Charges: ACC cost involves over half expenses of fuel and power. So they ought to limit these costs as much as could be expected under the circumstances. It can truly help them in inspiring their piece of the pie and development and benefit too. They can change over their framework or can create their own power by putting resources into this part. The board: ACC significant sheets of chiefs are from a similar family which is likewise a negative factor of them. So they ought to present equipped personnel’s in the organization for the development. oFreight Charges: Freight or transportation charges to different pieces of the nation are likewise an issue for them which ought to be settled down as quickly as time permits. They ought to limit their costs to profit more prominent markets present in different pieces of Bangladesh. Open doors for ACC Opportunities are chances for progress or headway that is accessible in the market and the organization needs to benefit it for the advancement and profitability.These are certain outside variables. Following are the open doors accessible for ACC. oGovernment Development Expenditure: Govt: is spending tremendous sum on advancement ventures like streets, schools, medical clinics, dams and foundation and so on. ACC can benefit these open doors by reacting on time to these ventures. oConstruction of Big undertakings: Recently there are numerous enormous activities are going on Bangladesh like development of Jamuna future park, numerous elevated structures and so on, additionally in across the country and in Barisal.ACC ought to investigate every one of these chances to expand its piece of the pie. oDemand of Bangladeshi Cement: Recently Bangladeshi concrete interest is expanding step by step in remote markets so ACC can improve its outside piece of the pie. This will be truly ideal and productive for them. Dangers for ACC Threats are the negative factors that are accessible in the outside situations. These are unhidden dangers that are sitting tight for and organization ought to be prepared or arranged to tickle down every one of these dangers for their reality and endurance. Following are the dangers accessible for ACC. High Energy Prices: Energy costs are continually expanding in Bangladesh and overall which is legitimately influencing the productivity of ACC since significant part of cost comprises of fuel and vitality costs so they should discover elective wellspring of vitality to limit the expense of merchandise. oHigh level of Taxes and Custom obligation: High degree of cost and custom obligation are influencing its benefit. So govt. should make valuable strides for the improvement of the businesses. oCompetitors: There are 70+ firms in concrete industry which make the opposition very tough.Each firm is endeavoring to get as much offer as possible and they are utilizing various strategies to exceed expec tations their deals. Along these lines, ACC should make appropriate strides for its development while mulling over all the Competitors. oPolitical Instability: It is likewise a fundamental risk for ACC since it gets changes laws and guideline appropriately. Goals After breaking down all the variables now we will set the destinations or targets we can say, for ACC that will be accomplished in the following budgetary year of the organization. Our targets ought to be ? Explicit ?Measurable ?Achievable ?Realistic ?Time bound There are 2 sorts of goals which are: Financial Objectives †¢Marketing Objectives Financial Objectives: Financial targets are connected with the money related execution of the organization or essentially destinations