to our presentation

Group Members

Faisal Islam---------------------BBA-04814963
Ferdous Mokami--------------BBA-04814989
Jahirul Islam Tushar----------BBA 04815123
Humaira Chowdhury --------BBA 04814949
Onika Saba ---------------------BBA 04814968
 Ferdous Mokami
ID BBA-04814989

Introduction
Video description
Company profile
Positioning
Market challenger
 TOPICS NAME

Strategic Analysis of Otobi

Ltd.
 Company Profile

Particulars OTOBI HATIL PERTEX

Established 1975 1966 1991
Annual production 6,600,000,000 2,500,000,000 1,500,000,000
volume
Average market 55% 25 15
share

Countries exported India, Middle East Canada, Australia, India

japan

Potential export Africa, Canada, North America, Mdle East, UK,

destination UK, USA and Europe USA
Total export 3.2 core 1.5 core 1.00 core
Target of total 4.2 core 2.5 core 1.5core
export
 Positioning

Market leader:
Otbi is a leading position company in
furniture industries, it creates a strong
position at its successful competing
with the other furniture organization of
Bangladesh.

Managing brand is an essential task in every in every organization, otobi has successfully
created their brand name and able to spread its wing internationally which is not only
promising for otobi itself but also for local brand.

Market challenger for Otobi:

The market challengers for otobi are
Hatil, Navana,pertex, etc.
 Faisal Islam
ID BBA-04814963

SWOT Analysis of
Otobi
Five Factor analysis
 SWOT Analysis

Strength: Weakness:

Skilled workforce Failure to follow JIT

Dynamic leadership Price of product
Well facilitated production site
Good marketing force

Opportunities: Threats:

Growing market share New competitors- Tanin, Akij pertex,

Changing culture Political unrest
Growing concern on forestation Restriction on use of plastic
Growing real state business Use of rot iron
 Five factor model

Potential
entrants

Bargaining power of buyer

Threats of new entrants

Buyer Supplier
Intensity
Intensityof
ofrivalry
rivalry

Threats of substitute product Bargaining power of supplier

Threats of
substitute
 Five Factors Model

Intensity of rivalry:
The rivalry among the furniture firms is
currently intense and growing. In the market
Otobi has many competitor relatively equal
size. Such as hatil, navana, pertex, brothers
furniture, etc. Non brand furniture companies
are also growing rapidly in the market.
Threats of potential entrants:
Low barriers to entry keep the threat of
new entrants high. Threat of new
entrants for Otobi is high because any
furniture company can entrants in the
market any time with relatively low
investment.

Threat of substitute products:

Recently RFL, Tanin, talukder
group,bengal plastic produce consumer
and commercial using furniture. The
plastic furniture is now much popular
among people for low cost.
 Five factors model

Bargaining power of the supplier:

Otobi mainly import raw materials
from Indonesia, Japan and Malaysia.
So there have low bargaining power
of supplier over the world.

Bargaining power of the buyer:

There have no option to bargain in Otobi
furniture. Because otobi contain fixed price
furniture.
 Humaira Chowdhury
ID BBA-04814949

Functional level strategy

 Functional level strategy

Efficiency in otobi:
Otobi have learned in their literacy
survey how a company can achieve
superior efficiency, that is, how it can
reduce its cost.

Economic scale:
To achive economic scale otobi
goes for a large volume of
production together.

Experienced worker: Otobi gives

emphasis on the experienced
worker and try to hold old
employees in spite of required
higher payment.
 Functional level strategy

Division of labor and specialization: Otobi

has divided its labor force for various
segments and goes for specialization; chair,
table, kitchen cabinet, hospital furniture,
office furniture etc.

To make the manufacturing process, recently Otobi has imported modern

machineries from Germany.

Otobi does not leave out even single customer.

They could established brand loyalty in
thousands of customer
 Functional level strategy

Otobi produce high quality world class

furniture that’s why customer have a
high perceived value for Otobi products
in their mind.

Otobi could established a strong

organizational commitment to
achieve superior to beat the
competitors in the quality aspects.

Otobi often challenging goals to its

employee. Side by side adequate
incentive are also arranged for meeting
those goals.
Functional level strategy

Otobi solicits the idea taken

from the any level of worker.
Any worker or employee of otobi
are at liberty to talk about any
idea which may improve the
quality.
 Onika Saba
ID BBA-04814968

Corporate level strategy

HR policy
 Corporate level strategy

The corporate level strategy of OTOBI is

to concentrate on a single business. It
competes successfully within the confines
of a single business that is in the
laminated furniture business.

OTOBI focuses its total managerial, financial, technical and physical resources
and capabilities on competing successfully in a single area.
 Corporate level strategy

As it is a fast growing business, demand on

its resources are very significant. Even after
having the capability of diversification,
OTOBI does not go for that. It sticks to its
knitting that is it sticks to doing the furniture
business, what it knows best.

OTOBI does not want to do any mistake

of diversifying into areas about which it
knows little and where its existing
resources and capabilities add little value.
 HR Policy

The HR Policy at Otobi embraces the following key philosophies –

1. To recruit the best possible employees and to retain them through

continuous development process. Otobi believes in holding old experienced
workers and employees.

2. To create a learning environment where employees are beneficiaries and

stakeholders are treated with respect. Performance Evaluation at Otobi
is broadly and objectively planned, and monitored.

3. To promote a safe and healthy work environment with all kinds of

modern facilities. All staffs must use prescribed safety tools
and equipment's at work.
 Jahirul Islam Tushar
ID BBA-04815123

Marketing Strategy Level

Product line
Positioning
Branding
Promotion
Reference
 Marketing Level Strategy

Product Line:
Otobi produce several types of furniture to compete with other furniture
company.

01. Office Furniture 02. Household Furniture

03. Computer Furniture 04. Hospital Furniture
05. Decorative Items 06. Kitchen Cabinet
07. Special Built in Cabinet 08. Work Station
9. Interior Project 10. Official Stationeries

Positioning:
The positioning of Otobi Furniture is done based on the following:
 Quality
Warranty
After sales service
 Customer consultancy
 Marketing Level Strategy

Branding:
Integrity, commitment to the community, quality, professionalism, innovative
and stylish furniture, conscious about environment and eco friendly, and
characteristics which are all reflected in the company’s advertising, point of
the sales displays, and customer service.

Otobi Furniture is also committed to acting honestly in its dealing with the
customers, distribution partners, suppliers, and government institution and
other multinational company.
 Marketing Level Strategy

Promotion:
Otobi also has its own promotional activities to keep itself on the top of the
people’s mind of Bangladesh.
Otobi use both ATL (above the line: TV, Newspaper, Direct Selling) and BTL
(Poster, Banner, Neon Sign) promotional strategies. But for a product like
furniture “Above the Line” promotional strategies specially direct selling, are the
main one.Banner, Paper ad, TV ad,
 Reference

http://www.bangladeshconsulatela.com/docs/Booklet_bfidexpo-2012.pdf

http://prnewsbd.com/1039/hatil-opens-outlet-in-canada/

http://www.bangladeshconsulatela.com/docs/Booklet_bfidexpo-2012.pdf

http://www.bangladeshconsulatela.com/docs/Booklet_bfidexpo-2012.pdf

http://www.integratedretailing.com/?p=131

http://www.furnituretoday.com/

http://www.answers.com/topic/furniture-stores

http://www.ikea.com/

http://www.ikea.com/gb/en