Case Study on

Esquire
Group
Course: MKT460 Section: 6
Strategic Marketing
Submitted to
Ms. Sherina Idrish
Faculty Initial: SEH
Senior Lecturer, Department of Marketing & International Business
School of Business and Economics, North South University

Submitted by
Group 1

Name ID Contribution

Md. Monowar Hossain Arnob 1911881630 3A

Masael Hoque Anif 1931411630 3B

Umme Habiba Nitol 1912698630 2A, 2B

Md. Atikul Islam 1821869030 2A

Ali Akbar Ananto 1813519630 1A, 1B

Md. Fahim Imtiaz 1831364030 3A

Tasmia Tabassum Momo 1931365030 1B

Hasan Md Saqline 1912222630 1B

Date of Submission: June 26, 2022.

1A. SWOT Analysis

Strength:

• Wide Distribution Channel: The most expensive distribution networks across the whole of the
country. The product will work very closely with direct wholesalers.

• Unique Sales: Unique Sales Strategy is helping Esquire.

• Cost Effective: The product will be at a reasonable price equal or lower than our competitor.
due to abundant import export facilities and well establishment of supply chain, the raw
materials will be cheap along with easy delivery.

• Highly Modifiable: Our products have prominent chances for further modification in the
market due to continuous change in consumed demand.

Weakness:

•Less Popularity among people through social media: As a new brand in the market, many
customers might not have any better knowledge about our product and do not know that we have
operations online.

•Need to educate most of the people regarding value proposition: Most of the people in suburban
areas still lack knowledge of the value proposition of the product. Therefore, educating them is a
challenge.

Opportunities:

•The growing demand for electronics in all parts of the country: As per Industry Insiders, home
appliances growth is blooming in the market with increasing 15% per year because of making
life easier and growth in GDP.

•Can be exported to neighboring countries: our product for a good and easy lifestyle and has a
unique distribution channel for which the demand for our product might increase to our
neighboring countries like India for its best quality and usefulness.

•Prospects of easy expansion in the Future: There are many opportunities for us to expand our
business in the near future very easily as the government of Bangladesh has adopted several
policies like Startup Bangladesh, the A2I initiative to facilitate new business comers that can
contribute to the smooth economic growth.

Threats:

•Fluctuation in raw material prices: The raw materials are susceptible to natural and man-made
disasters. Therefore, the price of the raw materials tends to increase and decrease which affects
the main profit of the business.
•Rise of new competitors: Nowadays the local electronics makers are set to face the rise of the
competition from imported ones after the announcement to supplementary duty from the
upcoming fiscal year.

•Lack of acceptability: As it is said before, due to new brands in the market and lack of online
promotions, and platforms, general people inside the country especially in the sub urban areas
tend to have higher uncertainty avoidance for which they cannot easily accept new products on
first choice.

TOWS Analysis

Internal Factors Strengths (S) Weakness (W)

S1. Organic food made W1. Low network of

hygienically distribution

S2. Lack of reputable W2. Limited Exposure

competitor
W3. Few number of branches
S3. Good value chain with
supplier W4. Inability to earn extra
profit in social circumstances.
S4. Suitable location
External Factors
Opportunities (O) SO Strategies WO strategies

O1. Exponential growth S104. Attract customers by W2W301. Increase number of

potential. maintaining the quality of branches to capture the

02. Food industry's vacuum. hygienic food. growing demand.

03. Effective brand equity. S203. In the absence of rivals, W402. Use the market
achieve first mover vacuum as well as the profit
04. Consumers who are aware advantage.
of health are rising. pool from special occasions,
S401. Attract more
consumers by easy offers and W103. Use brand equity to
competitive team choice maximize distribution
network strength.

Threat (T) ST Strategies WT Strategies

TI. Lack of Communication SIS2T3T4. Work on WIT3. Take a punctual

Strategy. providing Quality foods and Distributor for supply.
quickly.
T2. Shortage of talented, W4T4. Block illegal low
skilful people. logistic Support and Take business marketers in Social.
actions to BAN low quality
employees in the F & B competitors. occasions and find a way to
sector. get more profit.
S3TIT2. Should focus more
T3. Logistic Support of fresh on communication.
ingredients is poor.
maintenance strategy & Bring
T4.Increasing number of low Suitable employees.
prices.

2A.
Source
Description Implication C I (1-
(1- 5)
Variable details 5)

Political P1. The political P1. +ve because stable 4 5

situation is stable situation-> Smooth
Operation-> stable
growth

3 5
P2. Investment in P2. +ve because low
infrastructure barrier in doing business
development have been ->stable growth-> Sales
increased growth

Economical Ec1. GDP rate of 7.25% Ec1. +ve because 3 5

(2022) Increase buying power-
> Increase in Sales

Ec2. +ve because 3 4

Ec2. Per capita income Growth in affordability
$2,2824 (2022) -> sales growth

Ec3. Unemployment Ec3. -ve because less 4 5

increased to 5.40% affordability -> low
(2022) growth in sales

Ec4.Inflation rate 4 5
Ec4. -ve because less
increased 7.42% (2022) buying power -> low
growth in sales

Ec5. Interest rate on 3 5

savings 5.80% (2022) Ec5. +ve because
Increase affordability ->
Increase in Sales
Technological Tec1. Increased Tec1. +ve because 5 5
Internet Users in easy accessibility->
Bangladesh increase in sales

Environmental Env1. $3 per metric ton Env1. -ve because 3 3

as of 2022 increase in packaging ->
increase in cost->
decrease in sales

5 5
Env2. Heavy rain and Env2. +ve because less
heat season outdoor activity ->
increase in sales

Social Soc1. Middle income Soc1. +ve. As over one 4 5

people spending 200 crore people are dining
Taka by dining outside creating a
outside every day. 60,000 Crore FnB
industry.

Soc2. Lifestyle changes

4 5
Soc2. +ve. The hyped
culture of Café, Fine
Dining and Dessert
culture of middle to
Upper class urban and
suburban people
contributes to different
SUBs of Olive Tree
Foods.

LEGAL L1. 25% Import Duty L1. -ve. Because it has 5 5

on all imported been 25% since more
coffee and Dairy than 5 years i.e., did not
products (2022) decrease. Moreover, it
is used for the imported
coffee and dairy serving
SUBs which charge
L2. A flat 15% VAT accordingly to keep the
(2022) unit profit scale stable
resulting in an increased
 [HS code: price.

Starting from 5 5
4011010 for milk and
Dairy, Coffee: L2. -ve because it
9011190.] results in customers
paying more than the
vat excluded price often
listed to attract
customers.

B.
 3A. Porter’s six forces model analysis for OTFL

Current Direct Threat of N

Suppliers Intermediaries Customers Rivals Substitutes Entrance e

Val Val Valu Valu Val

Descriptions ue Descriptions ue Descriptions e Descriptions e Descriptions ue Descriptions Value
Price
sensitive
Undifferentiat market with
ed raw Watercress, Increasing new
materials and fine dining Growing Low Price growing
supplies +3 industry +2 Brand +1 Gloria Jeans -3 Alternatives -2 brands -2
May need
trusted Cold Stone Cold Stone
suppliers for Creamery, Creamery Other
quality dessert with 43% Beverages
ingredients -2 industry +2 market share +3 NorthEnd -3 and Desserts -2 Easy Entry -2
Acheiving
economies
Limited of scale like
Negotiation Orange and High that
Half, cafe Quality of
Powers of the industry +1 Products Tabaq OTFL

George Cafe is
growers +3 +2 -2 challenging +3
Highest The Second
Profitability +3 Cup +1
High Sales
and profit in
Ramadan +3 Move n +1
Pick
NZealand -3
Dairy
Taste -2
and Gelato +2

Steak -3
House
Spaghetti -1
Jazz –1
Thai
 Emerald
Izumi +1
KhanaKhaza
na -1

+1 +1. +2. -
Average .33 Average 66 Average 4 Average 1.08 Average -2 Average -0.33
Fa Un Sligh
vor Fav fav tly
Fav Unf
abl orab ora Unfav
orab avor
Significance e Significance le Significance le Significance able Significance ble Significance orable

3B.

Forces High Medium Low

Entry barrier

BP of suppliers

BP of buyers

Substitution threat

Intensity of rivalry