INDIVIDUAL PROJECT

'WALTON BANGLASDESH '

(ISO 9001:2008 QMS & ISO 14001:2004 EMS Certified Company)

By
MD MURAD HASSAN

ID: 1431060

Course : ENV316

Course Instructor : Md. Abdul Khaleque

1.Introduction:

Walton bd a brand of R.B Group of Industries is a conglomerate organization based in

Dhaka, Bangladesh. It comprises numerous subsidiaries and affiliated businesses, most
of them united under the walton brand. The subsidiaries include Walton Motors,
Walton Mobile and Walton Electronics. Walton produces electronics, motor vehicles,
and telecommunications products.

R.B Group of Industries was founded by S.M Nurul Alam Rezvi in 1977 as a trading
company. Over the next three decades the group diversified into areas including steel,
textiles, electronics and automobiles. Walton entered into the steel industry in late
1970s and the electronics and automobiles in early 2000s; these areas would drive its
subsequent growth. Since the 2000s Walton has expanded its activities towards
electronics and automobiles and became its most important source of income.

Walton is one of the highest taxpayers in Bangladesh and has a strong impact on
country's economy. It was awarded couple of times for its contribution to earn export
revenue. Walton received couple of awards in Dhaka International Trade Fair (DITF),
2013 where one of the awards was highest taxpayer.

2.Methodology
The methodologies used in the research process for this report,
Primary data is the information that I should collect by first-hand i talked with one of
my relative who works for walton bd but due to coronavirus i can't collect much
primary data
and secondary data is the information collected by others and used by me i took the
help of many sites ,article, research paper etc.
3.Overview of the Company/Discussion:

Walton Hi-Tech Industries Ltd. is the one and only manufacturer of multi-staged
Refrigerator, Freezer, Air Conditioner, Television and Motorcycle technology and is
treated as one of the sophisticated manufacturing plant in Bangladesh and South Asia.
R.B. Group (Parent Company) is one of the top business groups in the country
operating with a great reputation since 1977.Walton has become a sensation in the
arena of Electronics, Electrical & Automobile industries & as signified as one of the
top manufacturing plant in Bangladesh & South Asia.
 
Walton is providing customers the latest technology based products, innovative design,
and excellent quality with different models & capacities. Walton brand’s main
products are; (1) Motorcycle (2) Refrigerator & Freezer (3) Air Conditioner (4) Mobile
Phone (5) Television (6) DVD Player (7) Microwave Oven & Steam Oven, (8)
Washing Machine (9) Iron (10) Domestic and Industrial Generator etc.
 
Walton Hi-Tech Industries Ltd. and other sister concerns are furnished with a strong
Research and Development division comprising a large team of 600 plus dedicated
highly skilled engineers and technical personnel from home and abroad. Walton HIL
has a fully equipped industrial set-up with annual production capacity of 1.4 million
Refrigerators and Freezers, 0.3 million Motorcycles, 0.3 million Air Conditioners, 1.0
million Televisions
 
 Walton always emphasizes on supreme priority to achieve customer satisfaction. It has
a large sales& after sales service network in home & abroad.

Walton has achieved various standard quality certificates including ISO 9001:2008 &
ISO 14001:2004. Walton service network is the country’s only ISO 9001:2008
Standard Certified after sales service network. The products of the company have
acquired a significant local market share and are also being exported globally for its
world class quality. Walton sets its vision to take a place among the top Electronics,
Automobiles, and Telecommunication Industries in the world . In a nutshell, it has
been vehemently proved that Made in Bangladesh is the mark of ultimate confidence.
Walton HIL

ISO 9001:2008 QMS & ISO 14001:2004 EMS Certified Company

Walton Hi-Tech Industry Limited is the sister concern of R.B Group of Industries
limited and it is the manufacturing and assembly plant of Walton consumer electronics
and automobiles based in Chandra, Gazipur. It was formed in 2002 and the
manufacturing plant's construction work completed in 2006.

This manufacturing and assembly plant started its operation from 2008. It is an
automatic and full-fledged factory in Bangladesh.

The total area of the factory is 2.16 million square feet. A total of 8000 technical
professionals and staffs working in this factory. There are several units inside the
factory where various components of refrigerator, freezer, motorcycle, air-conditioners
and their spare parts are designed, manufactured and assembled. In 2012, Walton
declared to manufacture its own compressor and engines for its refrigerators and motor
cycles.

The company aimed to produce 3000000 refrigerator compressors and 300000 motor
cycle engines from its new factory. Walton is going to inaugurate its new refrigerator
manufacturing factory on April 5, 2013.

Price

Walton’s main target market has always been middle-income group. SO they have
been very careful in setting their price of product. Also the fact that they manufacture
their products, it allows them to set a lower price than their competitors, as they don’t
have to pay heavy import duty.
Place

For making the product available to its target customers Walton use its distribution
channel. Walton generally uses its own transport facilities for reaching the product to
its120 Walton Plazas and about 700 dealers. If any dealer wants to use his own
transport for transporting Walton products from factory to his shop, he gets 1%
reduction on dealer price.

Promotion

Ever since Walton started its production in its manufacturing plant, they have started a
wide promotional campaign on its product. Their tagline “Amader Ponnyo” reflects the
pride they take by being able to sell home appliances manufactured in Bangladesh.
Right now Walton has TVCs running in all major satellite channels of Bangladesh in
peak hours targeting their core target customers. Also they have numerous billboards
and advertisements in print media. Also their 120 Walton Plazas across the country
also works as a major advertising tool. Walton has recently started sponsoring different
major sports event in the country. Recently they sponsored their first International
Cricket Tournament and thus it allowed their brand to be viewed by millions of people
across the world.

Future Growth:

Walton has decided to penetrate market, develop both market and product to achieve
profitable growth in future.

Market penetration

Through extensive promotion campaign Walton has set goals to make more sales in
future. Countrywide distribution system helps it achieve its goals.
Market Development

Walton is exporting its products in Middle East, Latin America and Africa. It has plans
to explore European markets also.

Product Development

Recently, Walton brought Air-Condition in market. Though it hasn’t gained

spectacular market share yet, continuous customer attraction reflects future.

Overseas Market:

Walton pursues its 21st century vision of becoming a true universal digital brand
through innovative design, latest technology and proper customer satisfaction. Walton
set its vision to take a place among the top electronics, automobiles, and
telecommunication Industries in the world by 2015.

The products of the company have acquired a significant local market share and are
also exporting to different countries in the world like United Arab Emirates, Myanmar,
Sudan, Qatar etc. And we are prepared for huge market access to Australia, Singapore,
Poland, Romania, Ethiopia, Saudi Arabia, South Africa, Oman, Kuwait, Yemen,
Bhutan, Nepal, Bahrain, Nigeria and Ghana.
4.Recommendations
 To establish Walton as the brand for home appliances & other electronic
accessories, some changes are needed in its strategies-
1.Brand value
2.Product design
3.Market availability
4.long term vision and mission etc.

 Switch to Market Penetration Pricing without compromising quality

 Partner with local and international OEM (original equipment manufacturers)for

elegant & sophisticated designs & equipment.

 Develop gaming consoles like Game boy, PlayStations, X-box and medical
appliances for caring old people through innovative approaches.

 Customer Loyalty Program.

 Yearlong incentives and special offers.

5.Conclusion
The company has been running its business with good reputation since
1977.Establishment of Walton HIL to manufacture Refrigerator & Freezer, Air
Conditioner, and Motorcycle etc. In Bangladesh is a milestone in the path of success
and reputation of the brand WALTON. Walton HIL is the first company to introduce
advanced research and manufacturing technologies and equipment for household &
commercial Refrigerator & Freezer, Motorcycle and Air Conditioner etc. in
Bangladesh. For Bangladesh, Walton has become a company to be proud of in the
export arena. Walton has truly redefined Bangladesh from being a consumer country to
a producer country for home appliances.

Reference:
http://en.wikipedia.org/wiki/Walton_%28company%29#cite_note-Financial_Express-2

http://waltonbd.com/about

https://www.startech.com.bd/monitor/walton

www.prothom-alo.com/.