Report On

Marketing Plan of Partex Particle Board

 Marketing Management
MKT 501

Report On
Marketing Plan of Partex Particle Board

Submitted to:

Dr. Shamsad Ahmed

Associate Professor

Department of Business Administration

University of Asia Pacific

Submitted by:

Nusrat Jahan ID: 20306010

Nabonita Bose ID: 20206003
Moloy Karmokar ID: 21106006
Nasif Islam Chowdhury ID -21106011

Date of submission:
20th September,2021
 LETTER OF TRANSMITTAL

20th September, 2021

Dr. Shamsad Ahmed

Associate Professor
Department of Business Administration University of Asia Pacific

Subject: Request for the approval of term paper.

Dear Sir,
With the passage of time, we are the student of MKT-501 (University of Asia Pacific) standing on the
other entity of our course completion, hence are finalized with our final report naming as “Marketing
Plan on Partex Particle Board,Partex Star Group”. Vividly enough, our research comprises adequate
endeavors but no doubt, our contribution will be best evaluated on your sharp scale of acceptance &
analytical remarks.

Thanking You.

1. Nusrat Jahan ID: 20306010

2. Nabonita Bose ID: 20206003
3. Moloy Karmokar ID: 21106006
4. Nasif Islam Chowdhury ID -21106011

1.
Introduction

1.1 Background of the report

Page 4

1.2 Objective of the study

Page 4

1.3 Purpose of the report

Page 4
2.

1
Methodology
Page 5

2.1 Data Collection

Page 5

2.2 Sample selection

Page 5
3.
Company overview
Page 5

3.1 Partex Star group

Page 5

3.2 Star particle Board Mills limited

Page 5

3.3 Particle Board History in Bangladesh

Page 6

3.4 Investment in particleboard

Page 6

3.5 Improvised board making

Page 6
4.
Product overview
Page 7

4.1 Partex Particle Board

Page 7

4.2 Board variant

Page 7

4.3 Price List of Partex particle Board

Page 8

4.4 Uses of Partex particle Board

Page 8

4.5 Advantages & Disadvantages

Page 8
5.
Market description
Page 9

2
5.1 Target Market
Page 9

5.2 Major Segments variables by Consumer Markets

Page 10

5.3 Major Segments variables by Business Markets

Page 11

5.4 Key Marketing environment factors

Page 11
6.
Product review
Page 12

7.
Competitor Analysis
Page 13
8.
Distribution Analysis
Page 14
9.
SWOT Analysis
Page 15
10.
Objectives & issues
Page 16
11.
Marketing Strategy
Page 16

11.1Target Market
Page 16

11.2 Market Segmentation

Page 17

11.3 Market Positioning Strategy

Page 18

11.4 Perceptual Map in target market positioning with other competitors

Page 19

11.5 Marketing Expenditure level

Page 19

11.6 Marketing Strategy based on Marketing Mix Tools

3
 Page (20-22)
12.
Action Plan
Page 23

12.1 Action Plan & Allocated timeline with responsibilities

Page 23

12.2 Expected Budget

Page 24
13.
Control
Page 25
14.
Observations & Recommendation
Page 25
15.
Conclusion
Page 25
16.
References

EXECUTIVE SUMMARY

Partex Star Group is one of the biggest Bangladeshi divergent private sector companies. It started its
journey in 1962. Their business works in two different areas, firstly Consumer durables like different
types of boards (particle board, veneer board, melamine faced chip board, plywood, PVC sheet) doors
and door frames & furniture .Secondly FMCG like dairy products, cookies, spices, etc.

Partex Particle Board is a substitute of sawn and sized timber It is proved to be superior in many aspects
than natural timber. This report contains its board’s variety to its market prices showing different
advantages & disadvantages.it also contains the company’s market position at present compared to other
competitors nationwide.

This report also indicates the products current market situations with market variables, market
segmentation strategies followed by a proposed market plan based on basic marketing mix tools. It
suggests certain action plans describing the responsibilities connected to the plan followed by our
observations and recommendations based of the study.
4
 1.0 Introduction

1.1 Background of the report

In previous times most of the companies used to recognize their consumers first hand. Marketing data
were collected by the Marketing managers by directly communicating with people through observation
and preparing questionnaire. But at present many criteria have developed the need to collect more and
better information. Heather the company is national or international, it needs broader and distant market
information. Due to the competition and complex marketing strategies companies need effective data to
for the effectiveness of their marketing mix tools. To take timely decisions, latest information is needed.
At almost every step, marketing managers need analysis, strategies, planning, implementation and
control. Information about consumers, contractor, compactor and other forces which controls the market
place. Because managing a business successfully is to manage the future and managing future means
managing the information.
In this report the subject is “Marketing Plan for Partex Particle Board by Partex Star Group”. While
preparing the report we followed a conclusive method of marketing research for finding out the problems
& solutions. We have realized that the research work is extremely important for preparing a marketing
strategy for any product to make proper decision. As the actual life business is extremely critical and
competitive, each business has to upfront competition and people who are able to manage these situation
can gain success where brand awareness is very crucial.

5
 1.2 Objectives of the study

The objective of the study is to find out the real market situation and comparing the subject with
theoretical concept. Assessing the actual market situation along with fulfilling the following objectives-
 To find out the current market situation
 To analysis the threats and opportunities
 To identify strength and weakness of the company.
 To find out marketing objectives that the company would like to attain during the plan
 To recommend action that may be mandatory to design operational and marketing strategy of the
company.
 To find out the control strategy that will be used to monitor progress.

1.3 Purpose of the report

The main purpose of the report is to prepare a marketing strategy for partex particle board using
Marketing mix tools.Analysing the logic by which the company hopes to achieve its marketing
objectives and the specifics of target markets, positioning, and marketing expenditure levels.

2.0 Methodology

2.1 Data Collection

All of the information that we needed to make this report we used both Secondary and Primary data.
Collection of Primary Data
 Many of the data and information were collected from practical experience
 Queries from the sales & marketing executives of Partex Furniture Limited
 Collect data by overview the organization.
Collection of Secondary Data
 Brochures, Manuals and Publication of the Organization.
 Internet and websites

2.2 Sample selection

We collected information from the consumer who have already used Partex particle board for different purposes.
One of our group member has direct experience using the product because of her profession, being an Architect.
Her work experience has helped us a lot for collecting real data. Pros and cons about using the product,
opportunities to collect information from direct sources and utilize the client’s feedback through years of
experience using the product for interior decoration purposes.

3.0 Company Overview

3.1Partex Star Group

6
Partex Star Group is one of the biggest Bangladeshi divergent private sector companies. It started its
journey in 1962. The founder Chairman of the then Partex Group M.A. Hashem was a renowned
industrialist of the country.
Partex Star Group owns and operates 20 manufacturing, service and trading concerns delivering best
values to consumers through its products and services. Their business works in two different areas –
 Consumer durables like different types of boards (particle board, veneer board, melamine faced
chip board, plywood, PVC sheet) doors and door frames & furniture.
 FMCG like dairy products, cookies, spices, etc.

3.2Star Particle Board Mills Limited

Particle Board is a substitute of wood. Through the continuous improvement of production process,
Partex Boards has been producing its particle board products for the last 60 years. It conserves timber
and wood resources and provides the product with excellent properties, cheap and eco-friendly features.

3.3 Particle Board History in Bangladesh

 Renowned Scientist Dr. Qudrat A Khuda Invented particle board from patkhori,it was a
breakthrough as it was a replacement of wood.
 It was thought to be a solution inseatd of timber which was need in different industries as a way to
resolve the rate of wood smuggling.
 It was also economic, as patkhori was a main wastage of Adamji Jute Mill.
 Then Pakistan government took patient of the formula which was first implemented in Partex
Company which was a government Company at that time.

3.4 Investment in particleboard

 Bangladesh Government wanted to yield the company using Privatization Act in private hands to
ensure its proper use of its resource.
 Mr. MA Hashem came forward with an vision to prosper as the finest particle board manufacturer in
the country with a target to carry the name overseas.
 He bought it from Government with a lump sum amount of 40 Million BDT and started his own
company.
 Gradually the company grew up into a first class particle board manufacturer.

3.5 Improvised board making

7
 Many problems arose with that old board. It did not have high durability, could be easily damaged
by water. Or heat, did not have a fashionable look and it was quite fragile.
 Therefore, R&D sector started putting their efforts in it to find out a way to improve.
 To maintain the market it always needs continuous improvement .Partex Group has always
maintained the fact of improving the quality and durability of the product through time with latest
technology

4.0 Product Overview

4.1 Partex Particle Board

 Partex Particle Board is a substitute of sawn and sized timber .As a result it prevents deforestation
by strengthening the ecological balance. It is proved to be superior in many aspects than natural
timber.
 Among many raw materials, none has proved to be as versatile as jute stalks, the main raw
material of Partex Boards. Jute stalks are chipped, milled, conditioned and glued forming a
composite workable slab, which take final shape of boards under specific heat and pressure.
 The boards are produced in a modern and highly sophisticated automatic plant at Star Particle
Board Mills Limited. In structure, Partex Boards is a raw material of great mechanical strength
which can withstand all seasonal changes and also resist termite and fungal attacks.
 Partex Boards offer multiple choices of Plain (Wooded, Jute), Ply, Veneered and Melamine
boards in different thickness and textures. This material can be used in interior decoration,
furniture, door and door frames, partitions, false ceilings, shelves and panels for the home, office
and commercial establishment.

4.2 Board variant

Plain Particle Board

It is known as chipboard. It is engineered wood product and is manufactured with wood chips or
jute stick chips. Added with synthetic resin or other suitable binder, which is pressed and
extruded. Thickness varies from ½’’ to 2’’.

8
 Veneer Board
Thin wooden layer is pasted overlain particle board to give a finishing of real wood finish.
Wooden grain is pasted at right angle. Thickness varies from ½’’ to 1’’.

Ply Wood
Plywood is made with multiple veneers glued together and hot pressed. Thickness varies
from ¼’’ to 1 ½ ’’.

Melamine Board
These are called high-quality Particleboard or MDF, with a colored Melamine surface
glued to both sides, giving the product a sleek and pre-finished look. Melamine boards is
famous for their clean, hardwearing surface, which makes it suitable for a number of
different purposes. Thickness varies from ½ ’’ to 1 ½ ’’.
4.3 Price
List of Partex particle Board
Product Variant ¼’’ Thick ½’’ Thick ¾’’ Thick 1’’ Thick 1 ½’’ Thick
Plain Particle Board - 1200 Tk. 2100 Tk. 2500 Tk. 2800 Tk.
Veneered Board - 2200 Tk. 2750 Tk. -. 3600 Tk.
Ply Board 800 Tk. 1100 Tk. 1900 Tk. 2300 Tk. 2600 Tk.
Melamine Board - 900 Tk. 1400 Tk. -. 1600 Tk.
Source: Sales Executives statement as per Partex Star Particle Board Company’s Brochure

4.4 Uses of Partex particle Board

Particle board are used to make-

 Light weighted furniture’s

 Partition wall
 False ceiling in interior design
 Fixed cabinets, interior panel works
 Core material for doors.
 It absorbs sound. That’s why they are used for speakers. Recording studios and concert venues
also use this material for their floors and walls.

4.5 Advantages & Disadvantages

Advantages

9
  Cheaper than wood thus cost effective
 Light weighted
 Easy installation
 Modern look
 Different texture & color gives opportunity of variation
 Aesthetically attractive
 Wooden veneer board is a replacement of raw wood, resulting positive environmental impact.
 Does not dent or distort easily
 Easy to transport as it is light weighted.
 Easy to clean, needs minimal maintenance.
 Eco friendly material

Disadvantages

 Has low strength, thus can easily damage while transportation.

 In moisture environment it wraps and expands.
 Discoloration can happen in extreme situations.
 Cannot take heavy loads.
5.0 Market Description

5.1 Target Market

Partex particle board has both B to B and B to C markets.

B to B Market
 Construction Engineers
 Architects
 Furniture making industry
 Interior decorators
 Sound studio Industry
 Suppliers & distributors from whom mass people buy.

10
 Architect
s

Partex Construc
Sound
tion
Studio Particle Engineer
Industry Board s

Furniture
Industry

B to C Market
 Mass people

Partex
Particle Suppliers &
Mass people
Board distributors
Company

5.2 Major Segments variables by Consumer Markets

Geographic:
 Partex particle board has huge demand in Major cities of Bangladesh especially in Dhaka, capital city
of the country. Other than Dhaka this product also has increasing demand in other major cities of
Rajshahi,Sylhet,Khulna & Barishal too due to both residential & commercial interior decoration
along with furniture business.
 As this product has a strong relation with the population density, the more densely populated the
more construction works needed. Therefore its target market should be densely populated zones of
the country.
 Climate is a key factor in particle board market. Humidity & moisture has adverse effect on its this
product is more suitable in dry regional area. Moisture & humidity makes it expand and wrap.
Therefore the target market based on climate condition should be the dry areas.

Demographic:
11
 This product is more related to contemporary architecture, contemporary furniture business. The
younger generation is more related to this product. Especially Millennial (1980-1990) & Generations
Z (1990-2010) prefer this product. People from other generations before these two are more biased
towards raw wood as they rely on longevity rather then look and style.
 Income range is also a core concept for making this products marketing plan. Consumers from both
upper class and lower class income prefer this product. Low income generated people buy particle
board made furniture’s as these are cheap, easy to buy & handle. Upper class people prefer interior
decoration which has undeniable demand of this product to make false ceiling, partition wall, panel
work and fixed or movable cabinets.
 Family size is another factor in targeting the market of particle board product as the larger the family
is the more furniture they need. Due to cheaper price compared to wooden furniture’s, mid-range
large member consisted family can buy easily particle board made furniture’s.
 Occupation is another key criteria here. At present in almost all office places in our country people
use particle board or melamine board made cabinets, tables. For interior decoration of office spaces it
has huge demand. It is easy to install, user friendly, cheap, easy to transport, needs short time for
decoration.
 Higher class people prefer luxurious interior decoration at home, which is another area of target
marketing of this product.

Psychographic:
 Ambitious, hardworking and prospective people prefer contemporary, intelligent, modern lifestyle.
Preference for furniture style has changed drastically during the past years among them.
Contemporary furniture consists of features, such as simple lines, square-edged chairs, and different
combinations of colors. Particle boards are the best options for that.

Behavioral:
 Consumers buy particle board as raw material for construction, interior & furniture on a regular basis.
People prefer Partex particle board for brand value & quality. Those who have already used, for
quality they purchase again rather than buying other brands.

5.3 Major Segments variables by Business Markets

Demographic:
 Should focus on construction, furniture & interior sector.
 For B to B market, target companies should be large enough to purchase bulk quantity for either
interior or furniture purpose.
 Commercial zone & high class society residential area should be the primary target of major cities of
the country.

Operating variables
 Architects who uses graphics to do interior decoration with particle board should be a potential target
 Furniture companies should be another target who uses latest technology which is needed to make
furniture’s with particle board. For example-CNC jail cutting technology.
 Should focus on both already user & non user to maintain previous market alongside creating new
marketing opportunities.

12
 Customer who needs frequent services should be focused on.

Purchasing approaches
 Should focus on highly decentralizing organizations where lower level employees can maintain
liaison with the particle board company to expand the market at a lower mass level.
 Companies which are related engineering and design related sectors are prospected users of the
product as it is a raw material for them.
 Should take care more about the existing relationship as the market is to competitive, if we lose one
company, we may lose bulk quantity profit from them.
 General purchase policy should be based on service contract as the business companies we are
working with are more related to service providers.
 Should focus on the companies who are seeking both quality and price.

Situational factors
 Should focus on the companies who need quick delivery service.
 As it is a raw material, we should focus on bulk orders.
 Buyer seller similarity is not mandatory.
 Should avoid risk taking consumers.
 Prefer companies which show high loyalty for as they are reliable prospective future client.

Transaction system
 Transaction system should be monetary transaction as barter transaction is not applicable in particle
boards market.Partex particle board company does not need any service in exchange of selling their
boards to the buyers.

5.4 Key Marketing environment factors

 Change in lifestyle of current population, preference of contemporary featuring furniture.
 Increasing housing construction & income level demand is increasing simultaneously.
 Rapid change of style in interior sector (texture,color,features)
6. Product Review

Bangladesh Production: Particle Board from Feb 1994 to Apr 2021

13
 Source: Bangladesh Bureau of Statistics

Particle Board Market Growth by Region Worldwide

7. Competitor Analysis

Company Positi Produ Positioning Pricing Distribution Promotion

on of ct Strategy Strategy Strategy Strategy
the Qualit
14
 bran y
d in
the
indus
try
Partex 1 High Annuals Sales Price rate The company Maintains both
Star & Quality of compared to has many quality and
Particle the product quality of dealers across look, but not
Board both are very product is the country the best in the
high moderate from whom market. But
both price range is
consumers and lower than the
buyers can best one
buy, has own ,therefore
distribution people prefer it
channel, for money for
transportation value
system
Amber 2 Very Annual sales Price rate is Company to Maintains
Board High position is not high but Dealers then quality, lucrative
Mills first but quality acceptable dealers to textured
Limited is the best against buyers, has own melamine board
quality transportation textures,
system variations & size
Akij 3 Good Both sales Price rate is Company to Growing
particle quantity & moderate, Dealers then variations on
Board quality is good acceptable dealers to veneer board and
against buyers, has own melamine board
quality transportation textures to target
system market
Super 4 Good Sale is high but Price rate is Company to Focuses on low
Board not as the low than Dealers then price to target
factory quality others, quality dealers to the market rather
compared to is also low buyers, has no than
others compared to transportation
others system
Woodland 5 Good Both sales Price rate is Company to Trying to
Group quality is good high, quality buyers, has no promote by
is moderate transportation growing both
system quality and
outlook

15
 Sales

Amber Group
Partex star group
Akij particle board
Woodland Group
Super Board

8. Distribution Analysis

Distribution channel is one of the 4 marketing mix tools. It is a process of making the product available
towards the customers through direct or indirect channels.

Partex Particle board Limited has many dealers throughout the country. Their factory is at Madanpur,
Bandar, Narayangonj, Bangladesh. They supply their products through their own vehicles to the dealers
across the country. Customers who wants to buy their particle board have to contact the dealers near their
desired location. After order placement the dealers can deliver products using companies own transport
system with additional delivery fees or the customers can transport their products with their own
transport system. Both are applicable.

Companies
Company transportation system customers own
Factory Dealers Consumers
transportation system customers own transportation
transportation system

9. SWOT Analysis

16
Strength
The company has large amount of asset.
Their top management is very strong.
Their labour froces are readily available,cheap,efficent & skilled.
They have a strong base of buyers in the current competitive market.
They have indipendent sample production unit with a dedicated quality control team to maintain buyers
staisfaction
They have highly improved machinary & information technology
The emphasis on product quality, craftsmanship and design
They work on planning many programs for growth
 Consistent with mission and values
Cost and quality can be controlled as they are already in the supply side
Weakness
They depent on 90% imported raw material
Family owned business concept very prominent
Research is mainly observational and participation

Opportunities

Demand is increasing every year

The main forces in the market are differentiated
Already has a brand image
Advantage over economies of scale and experience curve efficient in panel

Threats

Affected by the Govt. regulations of exports and import policy, customs facilities are not well mannered
which hang the company’s business operation smoothly.
Economies of scale and experience curve effects are not present in particle board industry
Current pandemic situation has negative impact on the growth of demand

10. Objectives & issues

17
 To expand the current market by increasing distributors in suburban areas
 To attain extra 15% profit margin compared to last year’s annual net profit.
 To upgrade delivery system to reach more customers in remote areas
 Increase design variation of veneered board and melamine board textures to compete other brands.

Objectives

Modern,Innovative, Environment
friendliness Expand market & reach
Quality oreintation contemporary product more customers
design (Wood conservation)

11. Marketing Strategy

11.1Target Market

Architects Autonomus Furniture

Construction Sectior companies
Furniture Industry Generel
Mass peoplepeople
who need
particle boards for their
Interior designer
own construction
purpose
Individual furniture
Civil Engineers designers

11.2 Market Segmentation

18
 Style in living design
Urban people Multifunction use
Retactable furniture making
Small living space in urban area resulting function interior decoration
Maintain Class among socienty
Moving life with change of taste,frequent change of furnitures &
interior decoration
More urban area,more office space,more office interior decoration

Humidified /damp area is not suitable for the product to sustain for long
Dry climate zone term
Dry climate,less rainy area is preferable for longivity of the product

Male Construction workers

Civil engineers
office people who need interior renovated space
Home furniture made of the product

Female Feel confident about home furnishing

Comfort for eyes visually shoothing,modern & functional both interior
decoration & furniture

Educated Meet the growing trend of contemporary architecture

Asthetical blend of folk & nobility.

Prefer modern look rather than longivity like wood.

Age group (25-45)
Show constrcutive attitude
Conscious about wood conservation
Wide range of opprtunities to make furniture with the product for
families

19
 Income High income group,prefers elegancy,status,modern furniture &
equipment
Low income group,prferes cheap furniture.

Large Family More furniture needed,furniture made of particle board is cheaper

therefore affordable.

Designer Occupation Architects,Engineers,Interior decorators,Furniture designers.

Latest generation Millennial (1980-1990) & Generations Z (1990-2010) prefer modern &
contemporary designed furniture & interior decoration.

Regular buyers
Frequent User
Ex-users
Heavy users

Raw material for construction work (door,partition wall)

Construction Industry
Service contract Puchase
policy
Raw material for interor work
Raw material for furniture
Bulk purchase
payement by contracts

11.3 Market Positioning Strategy

Product attributes Product use &

Product price Product Quality
and benefits appplication

Should be user Slightly lower than the Maintain best quality Easy to install
friendly market price Keep technologically Easy to transport
Light weight update

11.4 Perceptual Map in target market positioning with other competitors

20
 High price

Low Quality High Quality

Low price

11.5 Marketing Expenditure level

Introduce budget for

Allocating more
updated machineries Spend more on
budget for R & D
to cope up with advertising
sector
modern echnology t

Budget to make real Budget for

sample book with distrubution in remote
brocherues to reach areas to expand
design industry market

11.6 Marketing Strategy based on Marketing Mix Tools

21
 Strategy:
Product Using lamination over the raw boards of various textures and collors.
Different thickness is already introduced ,maintain the availability as per demand
to keep up the market
More wooden textured veenered board should be introduced with color variation
Malamine boards formica is not so durable as it should be.Improve the pasting
technology to increase longitivity.
Product quality should be higher that other competitors product.
They dont have lamination board which shoul be a prospectus chain of variety in
the product line like Greenlam or Marinolam have.
Brand name should follow existing name as it has already a long term brand
value.But each textured product name should be more variant ,relative and
smart.
Warranty & return service should be introduced with applicable terms &
conditions .

Opportunities:
People will prefer to buy over other companies particle board because of the
color,texture ,thickness variation ,atrractive individual product name. .

Threat:
Various color & Thickness may confuse people who does not have actual
knowledge about the usage while buying for the right thing for the right
purpose.For example-for ceiling work,1'' board is used not 1/4''.1/4'' will not
sustain in false ceiling work.

22
 Strategy:
Slightly Lower price in every defined product compared to current
Price
market list price.
Discount policy for architectural & interior firms
Allowences for the distributors,a percantage of the profit could be
given to the dealers to increase dedication.
Payment period based terms and conditions could be introduced for
bulk purchase by the construction firms.
all types of payment system should be available for flexibility.

Opportunities:
people will attract for lower price range if quality remains same.
For different paypent proedure people will be flexible to transact
which is a positive impact on expanding the market.
periodical payment procedure will open opportunities for BtoB
consumers who also run business.(such as architectural firms)

Threat:
people might think its cheaper thus quality is also poor.
Payment perdion based policies can create delayed transaction.

Strategy:
Place Improved Distribution channel plannig should be introduced.
Increasing number of dealers into suburban area to expand market
Placement of more showrooms besides dealers.
Target growing cities of other divisions of the country
Increase showroom in commercial zone
Keep in mind road network facilities as to transport the materials
while placement of dealers and showrooms.

Opportunities:
Product showroom will give the opportunity the the buyers to visit
physically and will help to chose the product.
the more number of dealers the more sales will take place
Well roadnetwork system to transport from the locations will give
opportunity for easy carrying facilities.

Threat:
Increasing showroom will take cost,so before taking the decision the
company must calculate the budget as per the earnings wheather the
allocated budget matches the earning to avoid loss.
Risk of low sales in suburban area.

23
 Strategy:
promotion Advertising based on both real media & social media
Preparing more informative brochures with spesification & cost
Real life sample brochures specially for designers.
Increasing sales force in field .
Maintain social relationship with prospective buyers,sending
greetings with product related souvenirs on special occations.

Opportunities:
Real life sample book will help designers to select materials as per
their reqirements.
Advertising will increase attentions towards the product
Souvenirs made of sample product will bring a new dimension .For
example-key ring made of small ply board chunk with the brand
name,Diary with a thin cover o lamination board,pen holder made of
thin particle board etc.

Threat:
Budget on advertising should be logical.
Sample book is costly,only givable to the prospective designers not
mass peple.

People,Physical Strategy:
evidence & Process Training facilities of executives,staffs,sales managers to improve their
skills
Distribution process through proper channel,providing more deliver
vehicles for customer service

Opportunities:
Refined approach of sales managers can increas valuable customers.
Skilled workers can work efficently in the factory
Vehicles for customer service will increase customer benifits resulting
increasing market

Threat:
Efficient Instructors for Traning facilitiess should be selected by the
Company authority to avoid system loss.

24
 12. Action Plan

12.1 Action Plan & Allocated timeline with responsibilities

Strategic Initiatives Key Action Timeline Responsibility

Prepare new collection of  Design team will prepare a 2 month Design &
textures for laminating collection of updated textures Development
 Make sample of new selected Department
textures
R & D sector development  Hire new employees for R & D 3 month Research
on product quality, sector Manager
development
Prepare a team to make  Prepare a design team to make 1 month Design &
sample books lamination sample books Development
 Collect best textures Department
 Send it to the prospective clients in
design based firms
New catalogue with  Prepare a plan to execute market 3 month Marketing
product & price review survey, compare with other committee &
competitors products price & Design
quality Development
 Based on the survey prepare a new Department
price list
 Prepare a updated catalogue for
marketing based on new products
& reviewed price
Import manufacturing  Contact with suppliers in overseas 6 month Import Export
machines to support latest  Negotiate with them to buy new Department
Technology machines
Prepare a plan to increase  Hire Architects to prepare plan & 6 month Design &
show rooms interior design development
 Select prospective locations &
number of show rooms to be
constructed as per plan
Buy heavy duty vehicles  Buy new vehicles to increase 6 month Distribution
for transportation facility transport facilities owned by the Department
company
Make a survey team to  Hire marketing expertise team to 2 month Marketing
research of market do market research, develop on committee
expansion in suburban this concept
area

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 12.2 Expected Budget

For multiple types of particle boards total the allocated expected revenue is 15,00,00,000 TK.

 Revenue 15,00,00,000 TK

Cost of Goods sold 11,00,00,000 TK

Cost of Distribution 1,50,00,000 TK
Cost of Marketing (Promotions) 25,00,000 TK

 Gross Profit { 15,00,00,000 – (11,00,00,000+ 1,50,00,000+25,00,000)}

= 2,25,00,000 TK

13. Control

This is a mixed action plan which has mixed timeline starting from 1 month to 6 month time target.
Review after each 2 weeks whether these plans are being executed or not should be done by each
assigned departments team leader.

CEO

Project
Approval

Team Leader Each

Department
Supervision
of employees

Reasearch & Design & Import &

Marketing Development Distribution
Development Export
Department Department
Department Department Department
Supervision
Supervision Supervision of Import & Supervision
Supervision of
of Executives of Executives of Executives export
factors Distribution

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 14. Observations & Recommendation

 Regular market research & Customer satisfaction audit are regularly conducted at various stages.
 Market & product research & development team is not as strong as it should be to meet the strategies
to meet customer satisfaction regarding particle board industry in Bangladesh.
 Their focus about marketing should be based on Billboards, newspapers, television ads, Miniature
television display and should be evaluated by marketing team continuously.
 Sales service should be provided in all the showrooms.
 More training at officer level could be introduced.
 There is a gap between production marketing. It should be counted to resolve and update existing
situation.
 Individual job responsibility must be specific.

15. Conclusion

Partex Star Particle Board has come a long way regarding manufacturing particle boards in our country.
Through continuous development and effort, they have gained a place in particle board market and to
maintain & develop current situation, they must act with a proper target market plan. Having a brand
value, an action plan can add value to its marketing strategy.

16. References

1. Marketing Management – Philip Kotler, Prentice Hall,.

2. Marketing Management: A South Asian Perspective – Philip Kotler, Kevin Lane Keller, Abraham
Koshy, Mithileshwar Jha, Pearson,.
3. The website of partex Group (https://partexstargroup.com/)
4. Brochures and catalogues of Partex Star Particle Board Company
5. Statement of Sales manager currently working in the company under marketing department
6. Partex Star Particle Board Authorized dealer Showroom at Karwan Bazar.

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