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Dealers Satisfaction of Partex Furniture
Dealers Satisfaction of Partex Furniture
Dealers Satisfaction of Partex Furniture
In this research, a fervent appeal has been made to demonstrate and analyze the
Dealers Perception towards Partex Furniture Industries Limited. The main purpose
of this research is to explore the Dealers Perception towards PARTEX Furniture
Industries Ltd. The study has been conducted by using a non-probability
convenience sampling method of telephone interviewing. For this purpose a total
20 responded were interviewed with a structured questionnaire. How long they
have been working as a dealer/agent of Partex Furniture and variety of products &
services of Partex Furniture Industries Ltd, these two factors are followed by
frequency statistics and the study finds the satisfactory levels across the factors to
determine the availability of product, delivery of a product on required time,
perception about quality of products, design, price, after sales service, promotional
campaign, response of any problem from company, quantity of sales, process to
be a dealer and the perception about the brand name by using descriptive
statistics.
Introduction
There was a time when good furniture meant beds, chairs, tables, and cabinets
made of segun or teak. Over the last decade or so, though, things have changed.
Wood is no longer the only material for furniture. Designs, too, are varied, modern
and on par with good furniture from anywhere in the world.
In Bangladesh wood is used for firewood and some village houses, but the lion
share of it, approximately 80%, is consumed by the furniture industry. So it is
important to find a substitute for wood for making furniture. This concern for the
rapidly vanishing timber prompted a number of western countries into undertaking
research and Partex and plywood are the results of those drives. The Bangladesh
Furniture Industry is one of the most promising growth sectors with export
potential. According to the household income and expenditure survey of 2005, the
domestic consumption growth rate is around 20%.There are approximately 40,000
furniture SMEs all over the country, employing around 180,000 people.
Earlier one would call a carpenter to make furniture to order in one’s backyard.
Gone are those days too. Now the brand names like Otobi, Hatil, Navana and
Partex has revolutionaries the furniture market in Bangladesh. In 1999 furniture
made of Partex (compressed particle boards produced by the company Partex)
emerged on the scene with a big bang. In 2002 Navana and Hatil Furniture, almost
simultaneously, began to manufacture furniture made of Partex and very shortly
Partex furniture became a craze. Similar products hit the market in rapid
succession — particle boards, medium density fiber (MDF) boards, melamine
laminated boards and veneer boards. Furniture companies grabbed up these new
products and used them to making fashionable furniture.
This report determines two factors of PFIL. The findings of this report would be
useful to the company’s dealer control section to improve their service quality.
The main objective of the research is to find out the Dealers Perception towards
Partex Furniture Industries Limited.
Some leading furniture company’s name: Partex furniture Industries Ltd., Navana
Furniture, Hatil, Otobi, Akhter, Brothers, Noksha, Legacy etc.
Otobi started off with office furniture but now has a full range of furniture for the
home. While its designs set Otobi apart, the quality of its products is also very high.
Very soon Otobi made it to the international market, something few could actually
imagine before Otobi actually did it. Significantly Otobi’s spectacular achievement
triggered a whole new generation of entrepreneurs. It has been established in
1975.
Otobi is one of the familiar furniture companies in Bangladesh and it has the share
34%. PARTEX has 29%, Navana 22% and others are 15% market share.
Above these all companies have their own showroom and dealer’s showroom.
These dealers are the representative of all companies and are important part to
increase those companies profit.
Scope of Export
Trade fair have been an effective tool in entering the export market. It is also
important to have an effective promotion strategy and good branding to gain the
international attention to Bangladesh furniture. The quality of furniture with proper
certification is also very important for export.
In order to increase export, following are some of the areas that need to be
addressed:
Dealer
Dealer is defined as any person engaged in the business of buying and selling
products for his own, through own or otherwise. Or,
Individual or firm that buys goods from a producer or distributor for wholesale and/
or retail reselling. Unlike a distributor, a dealer is a principal and not an agent.
Perception
Elements of Perception
Sensation
The lowest level at which and individual can experience a sensation is called the
absolute thershold.
The minimal difference that can be decteted between two similar stimuli is called
the different thershold.
With an average annual growth of 15% PARTEX GROUP is at present one of the
leading assemblage of companies in Bangladesh. Bonded with a staggering
number of seventeenth alive business units PARTEX GROUP stands as a living
example of successful vertical integration. In addition to this, the group is growing
at a steady rate. PARTEX GROUP, which owns and successfully operates more
than 17 manufacturing and trading concern.
A massive setup of five modern factories the group could successfully venture into
the lifestyle of the people of this country. Today, Practically PARTEX dominates
the consumer market for the products of its range. With the greater quest for the
national emancipation and benefit for economic welfare for the country the group
still envisages a vision and principle in its activities.
Started in 1962
Currently have 17 industries and trade concern
2000-2001 targeted turnover US$160 million
Estimated Growth rate around 15% per annum
Net worth at current market price nearly US$150 million
Over 350 distributors around the nation
Over 45000 outlets where products are available
Over 7000 employees
In the future, Partex furniture hopes to broaden the horizon of product to meet the
ever growing demand of furniture for the house, office and school.
Vision
Mission
Values
Partex furniture’s values are divided into four categories which are maintains
strongly their operations and activities. Those are:
Objective
Partex furniture’s main objective is to provide innovative, stylish and quality product
to the customer.
Core Product
PARTEX Furniture is one of the standard quality furniture companies. For their
quality products they are becoming more popular furniture company name in
customer mind.
OFFICE FURNITURE
HOME FURNITURE
Almirah
Bed with bed side Table
Built in cabinet
Dressing Table
Dining Table
Dining chair ,Metal and wooden
Kitchen Accessories
Kitchen Cabinet
Multipurpose display cabinet.
TV trolley
Wall paneling
Sofa sets
Employees
In PARTEX Furniture there are few departments. Those are 1) Marketing & Sales
departments, 2) Brand development etc. Marketing and sales departments are
work directly under Sr. GM (M&S) and Sr. AGM. And numbers of employees are
working under the supervision of other development section and dealers
distribution.
Beside these employees, Partex furniture has a Sales team working in the field
across the whole country. Regional sales manager are controlling these sales
forces. They work at the retail outlet and corporate customer.
The sales and marketing department of Partex furniture is divided into 4 units.
These units and their activities are given below:
Sales : Deals with retails and special sales such as corporate sales
Sales Department
Selling Procedure
To build good relation with customers, to make good report with them, to
acknowledge them about the Partex Furniture and their service to acknowledge its
advantages, features activities etc.
To do all necessary arrangement to sale the product which includes company
Marketing Department
Sales and Marketing department activities are converted into two types of
activities. They are Market Research and development and Market
Communication
Market Communication
The functions of marketing department are manifold. However the main function
can be articulated as to develop product and promote concept building for
promotional activities.
Market research and development is a vital part of Partex Furniture in terms of its
importance and role. This department facilitates communication between the
different departments about existing and new products of Partex furniture. MRD
also evaluate the possibilities and develop new product.
MRD get feedback from sales, customer care and market communication
departments regarding customer needs and market requirements.
Feedback helps in redefining an existing product.
New ideas are developed after evaluation of market demand.
MRD department supports various departments in performing their job. After the
market survey, for an example, they can suggest sales department about the
possible no. of customer need of a particular area and the potential of introducing
service to that area.
Market Strategy
Positioning
Partex Furniture objective is to improve people live by giving them the world-class
style and elegance of their home and office furniture, keeping in this mind Partex
Furniture introduced its service at an affordable price for everyone.
Quality
Warranty
Socially responsible company After sales service
Available
Branding
Partex Furniture is committed to build on its already strong brand equity, and the
company has already achieved a high level of recognition after only few years in
the market. Branding is very important in a developing country like Bangladesh.
The offer generally includes discounted furniture with the service and features.
During the campaigns, Partex runs heavy outdoor advertising and inserts in major
newspaper.
The largest campaigns are run in conjunction with major holidays such as during
Eid, Bangla/English New Year, to encourage high volume sale when people are in
buying mood.
SWOT Analysis
Strengths
Group Image
Strong Credit Rating
Strong Backward & Integration and Support
Goodwill in Wooden Segment
Established brand
Customer trust
Weakness
Limited showroom
Limited dealer network
Lack of variation of office furniture
Product lead time is high
Logistic support is not up to the mark
Showroom merchandizing is not expected level
Lack of dedicated product development team
Customer service & dealing is not expected level
Opportunities
Above those cares are only serves by Partex Furniture. This is the major
opportunity for them to satisfy the people and to make more production.
Threats
New companies
o Expansion plan
o Unhealthy price war
Methodology
Sources of Data
All the marketing information comes from both internal and external sources.
Primary Sources
Secondary Sources
I have also collected data and information from the source like
Company prospectus,
Brochures, Profile,
Sales reports and reports of departments like customer’s relation, meeting
minutes.
Data Collection Procedure
Questionnaire survey
Observation
Population
The very basic step in research is to define the populations upon which are
conducting this study. Population of the study has been identified as:
Dealers and outlets owners or top management employees who are listed with the
Partex Furniture records.
Sampling Method
Sample Size
A total sample size 20 responded was taken and the study is based on the findings
from this sample size.
This questionnaire surveyed in different parts of country such as- 11 from Dhaka,
02 from Chittagong, 05 from Rajshahi and, 02 from Barisal.
Questionnaire is very flexible and easy to collect answer than other instrument. I
choose questionnaire as research instrument to collect primary data for the report.
All details about questionnaire are given bellow:
No of question: 17 question
Questionnaire format: structured
Question type: close ended and likert scale
Font size: 11
Line Space: 1.5
Limitations
This questionnaire surveyed in many cities of country such as- Dhaka (11),
Chittagong (02), Rajshahi (05), Barishal (02).
Demographic Profile
So, it has shown that most of the respondents are continuing their activities with
PARTEX Furniture between 3 to 6 years.
Table: Evaluations
It shows that, 12 (60%) dealers think that company need to offer more variety of
products and 8 (40%) respondents are neutral.
It shows that, 13 (65%) dealers’ thinks that company has to provide them after
sales service and 7 (35%) dealers are neutral.
It shows that, 8 (40%) dealers’ thinks that they will work with company in future
and 12 (60%) thinks that they are not sure about their activities with company.
Delivery of product: It scored 2.85 which is less than 3.0. It means that delivery
of a product on required time is not satisfactory.
Perception about quality: It scored 3.35, which means that the perception about
quality of products is positive that they are satisfied.
Design: Perception about the product design is positive because it scored 3.15
that they are quietly satisfied.
Price: Perception about the price of products is quite positive because it scored
3.20. This shows positive.
Commission: It shows that the respondents are mostly satisfied about the
commission because it scored 4.40 which determine the positive side.
Promotional campaign: It scored 4.75, which shows that most of the respondents
are satisfied about the promotional campaign.
Brand name: This sector is in satisfactory level because dealers have no complain
about brand name of this industry and they are mostly satisfied (it scored 4.75).
After sales service: This sector scored 2.40, which is less than score 3 and it
shows that they are not satisfied about after sales service of Partex Furniture
Industries Limited (PFIL).
Response against any problem from company: If they faced any problem
company helps them positively and they are satisfied with the company’s response
because it scored 4.50.
Recommendation
Recommendation by observation
Sometimes company can give reward to those dealers and agents for their good
achievement and it will increase their interest and motivation. It will also help the
company to build more profit and effective
Need to design all the products and services which could bring the loyalty
Partex Furniture has to increase the facility according to the market expectation
Should reduce the complexity of its service related concern.
Conclusion
Partex Furniture Industries Ltd. is a still growing company, in spite of all the
success it has achieved so far. It holds a high position in the furniture industry.
Competition is always on the lookout for new ideas, interior and exterior design. In
order to maintain its high position in the market, it is imperative that Partex
Furniture focus on the people who matter most to the company.
Now the various dealers, distributors, outlets and agents are Partex Furniture’s
representative to the people. It is the impression that individuals create, that will
influence people’s impression of Partex Furniture. It is thus highly important for
Partex Furniture to act favorably towards these individuals, give them as much as
support and assistance as possible. Partex Furniture must make time to hear the
feelings and views of these individuals.
According to the research, PARTEX Furniture Industries Ltd. has develop their
delivery system, to offer variety of products, new design, satisfy those dealers who
are not satisfied about company and take their positive suggestion. In order to be
a successful company, it must take care of all its employees that make up Partex
Furniture. Partex Furniture must make such an environment so that these dealers
and agents can proudly say that they belong to the family of Partex Furniture
Industries Ltd.
This research is only focused on the perception on the dealers’ perception towards
Partex Furniture Industries Limited. So further research can be conducted on the
customers’ perception towards Partex Furniture Industries Limited.