Southeast University

MID TERM ASSIGNMENT

Name: Riyazul Islam

ID: 2018210000029

Course title: strategic Marketing

Course code:MKT423

Section:1

Set : B

Submitted to:

Shayala yesmin
 Answer to the question no. 1 > A

US-Bangla Airlines is the leading premium airline of Bangladesh, with impeccable standards of
service equipped with incomparable reliability and ultimate flying comfort, and reaching a
milestone for the best on-time performance. Their vision is to be the most Preferred Airline of
Asia offering a dependable, utmost safe and ultimate comfortable service. US Bangla aims for
absolute excellence in each and every aspect of our operation, achieved with honest dedication.

Their mission is to:

1. To provide excellent travel options internationally while maintaining economy of flight

travel through cost effectiveness.
2. To provide a remarkable service to its travellers with better services provided by the well
trained and dedicated employees.
3. To ensure highest standards of safety and comfort.

The US Bangla airline company has showed a dramatic overall performance in the airline market
sector by ensuring positive customer services opportunities with scheduled flight and travel
services both in domestic and international routes covered by the company. The company is part
of the US Bangla group of companies and it is considered as the leading airline industry in
Bangladesh.

Other than flight services the company ensures passengers flight safety, comfort, economy and
efficiency of the flights committed by the expertise employees and trained personnel. The
company also provides wide coverage in all district sectors for targeting the passengers as
customers for providing e- ticketing and reservation facilities. The company consists of several
new generation aircrafts which gives in-flight service opportunities for the passengers. The
airline company also provides bus shuttle services to every destination so that passengers can
reach safely to their home destination even by road transportations. The airline company
provides several domestic and international flight packages with many attractive features
affordable to all customers. The overall flight safety is also considerable and currently the
company is focusing more on flight safety and inspection side by side aircraft maintenance is
also conducted in a proper way. US Bangla Airlines Ltd is much more sophisticated and well
organized than its competitors and the number of fleets including brand new ATRs, are larger
and efficient. So, the company has taken it as a great challenge and also giving more effort to
boost up their present position in the world private airline sectors.
 Answer to the question no.1> B

The Product Market Expansion Grid The product market expansion grid, also called the ansoff
matrix, is a tool used to develop business growth strategies by examining the relationship
between new and existing products, new and existing markets, and the risk associated with each
possible relationship.

The Product Market Expansion Grid offers four main suggested strategies: Market Penetration,
Market Development, Product Development, and Diversification.

market penetration:
Because market penetration strategy has the lowest risk involved, most companies start here
and try to find ways to promote growth without the inherent risk of entering into new
markets. For example, before implementing a market development strategy, you might want
to:

 Make your product more appealing to gain more market share from your competitors’
customers
 Attract non-buyers in your current market

Market penetration is a great strategy to start with, but it can only get you so far on its own -
at some point you may need to consider a higher risk, higher reward strategy in order to
continue steady growth. This is where market development comes in as a beneficial strategy.

Market development:

The ideal methods of a market development strategy will look different for every business, so
you should think about this type of strategy in a way that best suits your operations and type
of product or service. Here are two examples to consider:

1. Suggest new uses for your existing product

2. Geographic expansion

Product development:Strategy that requires pushing new products into existing markets is

product development. This requires appealing and competent products which can appeal existing
markets.
Diversification

Diversification allows for businesses to introduce new products into new markets. This strategy
allows for a company to introduce and dominate a murket that is non-existent initially. There are
too many risk factors involved with this strategy and companies that take this route for growth
require deep pockets to suppress possible failure.

Answer to the question no: 2 > A

Market segmentation allows you to get to know your customers, identify what is needed in your
market segment, and determine how you can best meet those needs with your product or service.
This helps you design and execute better marketing strategies from top to bottom.

There are 4 types of market segmentation.

1. Demographic segmentation
2. Psychographic segmentation
3. Behavioral segmentation
4. Geographic segmentation

Demographic Segmentation:

 Age
 Gender
 Income
 Location
 Family Situation
 Annual Income
 Education
 Ethnicity

Psychographic segmentation:

 Personality traits
 Values
 Attitudes
 Interests
 Lifestyles
 Psychological influences
 Subconscious and conscious beliefs
 Motivations
  Priorities

Behavioral Segmentation:

 Purchasing habits
 Spending habits
 User status
 Brand interactions

Geographic Segmentation

 ZIP code
 City
 Country
 Radius around a certain location
 Climate
 Urban or rural
Conducting a Resort market segmentation based on different consumer types:

 Resort market segments can focus on three key areas: product, pricing, and distribution.
 Many resort sales and marketing executives spend countless hours and cumulatively
millions of dollars defining their respective market segments.
 Once defined, these same executives focus their sales and marketing efforts to mine
customers from those segments.
 Revenue managers on the other hand use segmentation to deliver a more profitable
customer through focused product , pricing and distribution , and to ensure proper
reporting and tracking.
 The need for market segmentation is more prominent in the hospitality industry now due
to the rapid changes in customer needs and the vast amount of product offerings.

 Understanding some basic concepts will allow resort operation to become more focused
with attainable goals and measurable results.
 Segments must be identifiable so that they can be measured . Identifying a segment will
also allow for greater reporting and more accurate tracking . Results will help in future
decision making .
 Segments must be accessible by communications and distribution channels . Evaluating
a segment that is accessible will allow more flexibility in marketing budgets and cost of
sales efforts .
 Segments must be substantial so as to be profitable , and justify the resources required to
obtain them and maintain them .
 Segments must be durable to maintain stability of cost and impact to profits .

Answer to the question no. 2 > B

With the rising fashion-consciousness and increasing importance of personal appearance
amongst men, the demand for men ready to wear is escalating across the globe. Looking
at sales statistics we can see immense growth within the men ready to wear fashion
industry. The market has been growing rapidly specifically within the past decade, which
has also spiked the growth within male influencers. Menswear as a whole has been
growing faster than womenswear for three years in a row now.

Percentages are on the rise not only within sales but also within the demand. Men are
taking themselves more seriously within the subject of appearance and clothing. We have
seen continuous growth mainly within the past decade, which has only been enhanced
through the current situation of many having to work from home and finding themselves
with the freedom of wearing whatever they want to without having to think about an
“appropriate work uniform”.

I see the rise in men ready to wear falling under different categories. From the “big
spenders” aged 25 and under, who live at home and spend all their savings and income on
designer it-pieces to wear for a few weeks to re-sell them afterwards all the way to the
category of 40+ year old customers who have money to spend and value quality and
looking as well as feeling great. Where women like purchasing items for their
appearance, men are valuing quality and “like getting it right”

For the future, I see the industry of mens fashion changing and have clothing become
progressively more and more comfortable. Once you try something comfortable you can’t
go back, which is something many customers have found especially now in these times of
Covid-19, which has been pushing even something as classic and timeless as a suit to be
adapted and made with more stretchy fabrics.
The clothing/apparel segment held the largest share of 44.7% in 2018. This product
category comprises upper wear, lower wear, sportswear, active wear, innerwear,
sleepwear, and ethnic wear. Upper wear includes jackets, coats, blazers, suits, vests,
shirts, t-shirts, polos, sweaters, jumpers, cardigans, hoodies, sweatshirts, jerseys, tanks,
thermals, and pullovers.

So I would choose clothing product by the following:

 Identify a need in the market. ...
 Develop a business plan. ...
 Identify your target audience. ...
 Start designing. ...
 Find a clothing manufacturer. ...
 Choose a brand name, logo, and market profile. ...
 Choose a price point for your items. ...
 Begin the marketing process