Term Paper on the Marketing Management of Apex Footwear

Managerial Finance (MKT301)

Submitted to,
Md.Sabbir Ahmed
Professor
EMBA
University of Dhaka

Submitted by,

Adnan Parvez

Date of Submission: 10th December, 2022

 Letter of Transmittal
10th December, 2022
Sabbir Ahmed
Professor
MBA, Finance
University of Dhaka

Subject: Submission of term paper.

Dear Sir,
I am pleased to present you our term paper on Apex Footwear with this
letter, the subject matter of our paper being “The Marketing
Management on Apex Footwear”.
It was a really enlightening experience, making this paper we have
applied our knowledge of Marketing for making this paper which helped
us to increase our insights on Apex Footwear’s marketing management.
This also gave us an opportunity to do a market survey and analyze the
results with graphs and tables.
We tried our best to maintain the guidelines you provided while making
this report. To make this report, we have conducted various secondary
researches, references of which are provided at the end of this report.
We have tried our best to make this report look presentable, informative,
and authentic.
Thank you for giving us this opportunity to work on this assignment. It
has been a wonderful experience to work on these companies under your
guidance and supervision. If you need any assistance in interpreting our
analysis, please do contact us.
Sincerely Yours,
Adnan Parvez
 Acknowledgement
 
We would like to thank you, Iffat Tarannum miss, for asking us to make
this report and helping us while making this report. Also, while making
this report, we gained some valuable information about Apex Footwear
and marketing management, which enhanced our overall knowledge.
While making this paper, we had to gather all the information about
Apex Footwear, conduct a survey about their product and analyze them.
While doing so, we had to work with each other, which made us better
friends, helped us understand that working together is better than
working alone because each member can help other when others are
facing difficulties and make us further understand that we are one. We
have used secondary sources while making this paper (as mentioned in
the letter of transmittal). All secondary sources are listed under
references.
 Executive Summary
In this research our basic goal was to analyze the essential components
that represent the current financial condition of APEX Footwear limited.
The tool that we used to measure
the performance are PESTLE Analysis, BCG Matrix, SWOT Analysis, 
Competitors Analysis, and Porter's Five Forces. By analyzing these
tools, we need to figure out how APEX is perform inland what will be
their future position. We also did an extensive consumer research of

APEX Footwear to gain knowledge of the consumer perception

towards this brand. At the end, we tried to answer some of the

questions which will give the complete idea about what would be the
best strategy for APEX to maintain their business by answering the
product differentiation, channel and distribution. In this part, we also
tried to measure the pricing and promotion of APEX Footwear as well.

We divided the whole term paper in three chapters and in the First
chapter we did the internal analysis. This include PESTLE which
showed us that in the Social and Technological factors APEX is doing

well. We figured out that as a market leader they have strong Strength

and opportunities and they are working on their weakness. In BCG

Matrix, they we have come to know that which business of APEX Group
are doing well and which are not. Furthermore, we also distinguished the

POP and POD to figure out where the main differentiation occurs in
the Apex’s product. In the second chapter, we did the external analysis
by conducting a consumer research and find out that most of the
feedback was positive about APEX as the continuously positioned
their product as a quality product. We set mix type of questions so that w
e can have the clear anddiverse view of the consumer’s. In the third and
final chapter our goal was to measure their current strategy by answering
up some much related question. Such as we find out that their
positioning and segmentation was right and they may try to come up
with new pricing strategy.
Corporate Social Responsibility
As a quality footwear manufacturer APEX has lot to do in the Social
environment in Bangladesh. It is also a lifestyle brand. We have many
occasions like Eid, Puja, Pohela Boishakh etc and in this occasion, we
all try to dress well. For that reason, we buy shoes as an accessory.
APEX always tried to focus on this aspect of people's life. APEX also
provide many promotions in these occasions which we will be covering
in the promotion part. The most important social Factors are:

Lifestyle: Nowadays people are very much concern about their lifestyle
and without a proper clothing it will not be proper. To be a maintain a
complete lifestyle it is also required to choose good shoes. In this case,
APEX has got some very great opportunities as it is a market leader in
Bangladesh for quality shoes.

Increasing Youth: Over the year’s young population in Bangladesh has

grown much faster. It is almost 1.9 billion of young people out of total
7.3 billion. Young generation is the main target market for APEX and
their most of the product represent youth.

Social Classes: APEX mainly target the middle class to upper middle
class people in Bangladesh. As we mentioned earlier that purchasing
capacity is growing that is why people are upgrading from their current
social class. And that is why market for APEX is expanding day by day.

Sexual Orientation: The ratio of population in Bangladesh is Female

51% and male 49%. With this information, we can say that female
population is a very attractive market to deal with. And in APEX they
have the wide range of footwear for females.