Final Report Final Report onon

Sales ManagementSales Management MKT-401

Sec-1

Tiles Industries in Bangladesh

EAST WEST UNIVERSITYEAST WEST UNIVERSITY

Sales ManagementMKT-401

Sec-1

Final Report on Tiles Industries

Submitted to-

Mujahid MohiuddinLecturer

Department of Business AdministrationEast West University

Submitted by-

Md.Kamrul Ahsan2004-2-10-005

Arifur IslamID:2004-2-10-175

Date of submission: 31 July 2007.

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31 July 2007

The Course Instructor

Mujahid Mohouddin

East West University

Dhaka, Bangladesh.

Subject: Submission of Final Report on Sales Management.

Dear Sir,

With due respect and honor, we are submitting our project paper on

Tiles Industry in Bangladesh

We have learned a lot and have gained valuable experience while collecting

material for this Report. We have done our level best to complete the project

paper with the quality of standard.

We hope that our report will be able to satisfy you.

Yours truly,

Md.Kamrul AhsanID:2004-2-10-005

Ariful IslamID:2004-2-10-175

Md.Samsul Islam SihabID:2004-2-10-153

Sonia SunjidID:2004-2-14-003

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Acknowledgement

At first, we want to give special thanks to our respective teacher Mujahid

Mohiuddin because he gave us the opportunity to prepare the report on

company, promotes different types of products to the markets. As our

preference, we have chosen R.A.K. Ceramics (Bangladesh) Pvt. Ltd, FU-

WANG Ceramic Industry Ltd. prepares report based on primary data,

information, and follow the slandered format. During the report preparation,

we have learned; how to prepare report how to work within group. We have

acquired unique knowledge through practical experiences and it will help us in

future to prepare other reports or to work in an organization or to do own

business. For our report we have visited R.A.K. Ceramics (Bangladesh) Pvt.

Ltd, FU-WANG Ceramic Industry Ltd. We want to give thanks to Mohammad

Kabir hossain Area Manager (MKT) of FU-WANG and Imtiaj islam Sales

Manager because he gives lots of information and it helps us to prepare the

report. We also visited some retail stores to know about the retail price and

trade price, but the retailers give information to us, it vary from one store to

another store and we have done our best.

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Executive Summary

In our country tiles industry is growing day by day because of increasing of

demand through out in the country. As our people have more money was

before they are thinking for the very good his/her dream house .So this

industry in growing rapidly. Presently we have some good local and foreign

invested tiles industry in our countries which are expanding their range day by

day. Most of them are ISO holder .Such as R.A.K. Ceramics (Bangladesh)

Pvt. Ltd, FU-WANG Ceramic Industry Ltd., and Mir Ceramics, CBC Limited

and there are lots of new companies in the market. Local companies are not

doing so well as good as in the pharmacy market. A Fu Wang Ceramic

industry is the pioneer ceramic industry in Bangladesh established in 1995 as

a joint venture company. In 1996 it turned into 1005 local .the company was

primary engaged in production of various types of wall and floor tiles but in

short time The Company promotes quality products with competitive price. Fu

Wang uses imported raw material, Italian machineries and high experienced

Taiwanese technician and engineers. They are already having a well

equipped studio for design development. They are using first time laser cut

technology for Homogeneous tiles.

R.A.K. Ceramics (Bangladesh) Pvt. Ltd. is a UAE – Bangladesh join venture.

Its mother concern Ras Al Khaimah (R.A.K.) Ceramics, UAE was established

in 1989 and within the short time they are become one of the leading

producers of high quality Ceramic Wall & Floor tiles and Sanitary wares and

exporting to more than 132 countries across the world.R.A.K. Ceramics (BD)

Pvt. Ltd. is located at Sreepur, Gazipur in 1999 and started its commercial

production in November 2000. The company is equipped with most modern

machineries from Italy and successfully started producing Wall, Floor and

Gres Porcellanato tiles. R.A.K. Ceramics (BD) Pvt. Ltd. never compromises

with its quality

One of the main things for our tiles industries all leading company has ISO

9001 or 9002 which assures their quality, quality as European tiles with

affordable price. As tiles are comfortable ,hygienic and fashion exotic house

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living so its getting popularity very rapidly .Now a days after giving our local

market we are exporting a big number of countries .We can hope and wish it

will expand more and more as days progress.

Table of content

SerialNo.

Topics Name PageNo.

1 Introduction 8

2Company Information [Fu Wang] 8-10

3Design of the Sales force[Fu Wang] 10-12

4Management of the sales force[Fu Wang] 12-13

5

Role of salesmanship and sales management in this industry: [Fu Wang]

13

6

Use of digital technology[Fu Wang] 13

7

Market potential, sales potential, sales forecast:

[Fu Wang]

13

8

Maintenance of relationship[Fu Wang] 13

9Anything exclusive to that industry to the company: [Fu Wang] 14

10Company Information[Rak]

14-16

6

11 Design of the Sales force[Rak] 16-18

12 Management of the sales force[Rak]18-19

13 Role of salesmanship and sales management in this industry: [Rak]

20

14 Use of digital technology[Rak] 20

15

Market potential, sales potential, sales forecast:

[Rak]

20

16 Maintenance of relationship[Rak] 20

17Anything exclusive to that industry to the company: [Rak] 20

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Introduction

In our country tiles industry is growing day by day because of increasing of

need of quality house and apartment through out in the country. As our people

have more money was before they are thinking for the good his/her dream

house .So this industry in growing rapidly. Presently we have some good local

and foreign invested tiles industry in our countries which are expanding their

range day by day. Most of them are ISO holder .Such as R.A.K. Ceramics

(Bangladesh) Pvt. Ltd, FU-WANG Ceramic Industry Ltd., Mir Ceramics,

CBC Limited. In our report we are working on R.A.K. Ceramics (Bangladesh)

Pvt. Ltd, FU-WANG Ceramic Industry Ltd. Which is giving respectively one after

another.

Company Information

It is our great pleasure to introduce FU-WANG Group. Since their beginning,

always they have been trying to maintain the best quality standard of their

products. They produce a comprehensive range of Foods, Beverage &

Ceramic Tiles with high quality & standard. They constantly innovate by

frequently introducing new foods and beverage creations. Their ceramics tiles

are designed to give luxurious and comfortable glance.

The mission continuously innovates to increase customer satisfaction by

offering high quality taste and standard products.

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Products

Manufacturing various type and size of Homogeneous, Glazed Tiles, Wall

tiles, Border tiles and etc

Place

42 Dealers, through out the countries.

[*].Company Profile: (*).

Company Name : FU-WANG Ceramic Industry Ltd.

Date of Incorporation: : 31 March 1995

Listed in Dhaka Stock Exchange

: May 1998

Listed in Chittagong Stock Exchange

: May 1998

Commercial Production :October 1996 in Unit-1October 2000 in Unit-2

ISO Certification :ISO-9002 Certified on 04 November 1998

Business line :Manufacturing various type and size of Homogeneous, Glazed Tiles

Authorized Capital : TK. 500 Million

Paid-up Capital : TK. 300 Million

Number of Employees : 491

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Mainly in major point area Such as Hatirpul, Mirpur-10.Kakrial in Dhaka city

also through out the country. The sale only through on dealer no direct sealing

is being made by them.

Promotion

At present the Ceramics Market is very competitive. That’s why promotion is

must. FU-WANG Ceramic Industry Ltd also performs promotional activities.

They use different media for advertising. The common Medias are listed

below:

1. Billboard, Sing board(Main promotion activity)

2. Electronics (Television, Radio, Internet etc.)

3. Word of Mouth

4. Showing all FU-WANG products in a particular Shop.

Price

Although their price is some time higher than their competitors, they are

maintaining high quality. They are the 2nd market leader in case of product

quality and production. As their product’s quality are unique and consumers

are aware about the quality. So, consumers don’t bother about the pricing

Design of the Sales force

Sales Objective:

For the entire sales forces the ultimate objective is to create customer

satisfaction and companies’ revenue. In spite of that the doing some

traditional thing such as Searching and targeting, commutating, allocating

scarce product and main objective is selling also.

Sales forces structure:

They are mainly using Territorial basis structure but some time they are going

for complex structure sales forces for better result.

Size of the sales force:

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FU-WANG Ceramic Industry Ltd has not much sales force and distributor. But

thy said that those sales forces done their job effectively. Those are

followings:

Based on the above information Sales force or sales people approximately 16

now in the ceramics and the group have 491 employees.

Company Sales Force Qualification:

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Duties and responsibilities of the concerned personal:

Management---Regional sales Manager/Area Sales manger control and

monitor the juniors. Evaluate all the activity what are they doing and

monitoring that is it up to the mark or not.

Mid-Management----Sales executive, Team executive, junior sales executive

They are collect data from different Sales officer and prepare report and

submit to the top Management.

Junior Management-Sales officer is responsible for a particular small area.

The person informs Mid-Management about the current market position, new

constructions over the area, what could be the next month demand and finally

the sale

Strategy Followed:

They are not mainly maintaining any particular strategy. Their strategy goes

only objective base means they are going for different strategy for different

types of customer. Such as one style for individual customer another for

Government as a customer.

Management of the sales force:

Recruitment and selection Procedure:

FU-WANG follows typical Recruitment and selection Procedure. They go for

advertising on news paper & online posting. On response based on the short

list they select candidate.

Training:

For making efficient people for any type of job training is the best way so they

do this. FU-WANG mainly goes for on the job training after recruit any people

they keep them 6(Six) month provision which means in that time they are

trained for him/her work. If necessary the go for abroad training.

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Supervision:

Companies very how closely they supervise sales forces. FU-WANG does

supervise their sales forces by showing how to go in a difficult condition while

they face.

Motivation:

Motivating is the best way to increasing employees productivity for that reason

they are providing a very good bounces skim. In spite of that the employees

get the TADS, cell phone bill etc.

Controlling and Evaluating of sales force.

Controlling and evaluating is very important for any kind of industries mainly

for sales forces. The company prepares an action plan to that will help to

identify what are jobs they have to do who will responsible to finish the jobs

within given period of time. The company will measure the performance,

evaluate the performance and take corrective action through tight control.

The superior manager report his/her juniors are doing their job or not .From

that information the top level manager match with their job list because from

that they are approving their tads .They are contorted their dealer 100% as

they are works as FU-WANG sales forces.

Role of salesmanship and sales management in this industry:

As this is not a convenient item this is why role of salesmanship and sales

management is very important. The sales people have to satisfy customer by

deleing with their product for good word of mouth and repeat purchase.

Use of digital technology:

FU-WANG sales people uses a little digital technology .For the big customer

they are providing a multimedia presentation also they have two laptop for use

.If any body need they will take it for attending their customer and potential

customer.

Market potential, sales potential, sales forecast:

Market potential can be 8 cruor taka. as a market leader they are having the

highest sales potential as same as 70% of the market potential.

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Maintenance of relationship:

FU-WANG keeps a good relation ship with is external and internal people

because they believe they are the life of the company for building up the

equity.

Anything exclusive to that industry to the company:

FU-WANG differentiated its self by its exclusive design and quality. As they

are claiming 2nd highest production and sealing company in the country .Now

a days as a local company they are exporting their goods to India, Taiwan,

Saudi Arabia and Malaysia. In Malaysia for Malaysian airport all the tiles are

goes from FU WANG.

In our countries situation the total market is not good but for good relationship

over syelet people with their sales people their sales is increasing because

their income comes from

Company Information

R.A.K. Ceramics (Bangladesh) Pvt. Ltd. is a UAE – Bangladesh join venture.

Its mother concern Ras Al Khaimah (R.A.K.) Ceramics, UAE was established

in 1989 and within the short span of time it has firmly established itself as one

of the world’s leading producers of high quality Ceramic Wall & Floor tiles and

Sanitary wares and exporting to more than 132 countries across the world

including Europe, America and Australia. It had obtained the ISO 9001

certificate by CICS (Ceramic Industry Certification Scheme), UK in 1997.

R.A.K. Ceramics (BD) Pvt. Ltd. is located at Sreepur, Gazipur in 1999 and

started its commercial production in November 2000. The company is

equipped with most modern machineries from Italy and successfully started

producing Wall, Floor and Gres Porcellanato tiles.

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R.A.K. Ceramics (BD) Pvt. Ltd. never compromises with its quality. Their goal

is to satisfy their valued customer by providing ‘High Quality Product’ at

affordable price. Quality made them market innovator.

Target Customers in Bangladesh

1. Private :

House & Flat Owners

Engineers

Developers

Builders

2. Governments :

Military, LGRD and PWD

Marketing Mix :

Product Line & Product Mix

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Ceramics

Homogeneous

Wall Tiles Tiles

Floor Tiles

Tiles Sanitary Ware

R.A.K Ceramics

Asian WC

European WC

Mirror Polish(Salt & Pepper)

Mirror Polish(Soluble Salt)

Mirror Polish(Double Charge)

Pricing

Although their price is higher than their competitors, they are maintaining high

quality. They are the market leader in case of product quality. As their

product’s quality are unique and consumers are aware about the quality. So,

consumers don’t bother about the pricing. For wall and Flore tiles starts from

below 35 taka to over 2000 tk

Promotion

At present the Ceramics Market is very competitive. That’s why promotion is

must. R.A.K Ceramics (BD) Pvt. Ltd. also performs promotional activities.

They use different media for advertising. The common Medias are listed

below:

5. Electronics (Television, Radio, Internet etc.)

6. Newspapers

7. Billboard

8. Event Sponsoring

9. Word of Mouth

Place

As tiles industries mainly depend on dealer so the are having more than 100

dealer across the countries. They are not going for direct sealing from the

dealer shop they sale their product.

Mohammed Trading (Dhaka)

Ipsheeta Trade (Dhaka),

Saikat Trading Co. (khulna)

Kanika Commercial (chitagong)

and etc

Design the sales force:

Sales Objective:

RAK have a great completive sales executive in their department. They are

fully capable to take any decision or to set their own objective. In most time

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Marketing Executives

Assistant Marketing Executives

Area Sales Persons

RAK sales department set own objective and that approved by the higher

authority.

Sales force Structure:

RAK follow product or service sales force structure because have too many

product line and customer varied in nature.

RAK design an efficient sales force which help then to gain Bangladeshi

market at a short time.

Duties and responsibilities of the concerned personal:

Sales Manager:

Sales Manager Collect all reports from all Marketing Executives about the

country and take decision for his sales department.

Marketing Executives:

Marketing Executives collect report from Assistant Marketing Executives and

prepare divisional report. That report is submitted to Sales Manager.

Assistant Marketing Executives:

Assistant Marketing Executives collect data from different Area Sales Persons

and prepare zonal report and submit to Marketing Executives

Area Sales Persons:

Area Sales Persons is responsible for a particular small area. The person

informs the Assistant Marketing Executives about the current market

position, new constructions over the area, what could be the next month

demand and finally the sale.

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Sales Manager

Company Sales Force Qualification:

For high level sales people they are looking for experience and the

educational qualification but in the entry level position early time the asked

only graduate but now a days they are looking for MBA holder.

Size of the sales force: As they are controlling Dealers fully so they are working as a sales force in

spite of this their main number of sales people is 16.

Strategy Followed

Mostly of this organization are flowed individual sales forces strategies so the

do and try to avoid Teem or page keg sales forces

Management of the sales force:

Recruitment and selection Procedure:

RAK follow typical Recruitment and selection Procedure. They go for

advertising on news paper & online posting. RAK don’t go for any written test.

On response based on the short list they select candidate for oral test.

Training:

RAK arrange on job training for its sales force. They don’t have any special

program for that, but when necessary they even send their employee to

foreign country for more and better training.

Supervision:

Supervision is very good for maximum production so mainly they are

supervene new sales people for getting his/her target. For commission only

section they do supervise.

Motivation:

RAK believe that the sales force and the other employee are the key to

success. They are very careful about motivation. To motivate the dealers,

R.A.K Ceramics (BD) Pvt. Ltd. gives discounts and allowances on the basis of

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quantity of products purchased by the dealers. Sometimes they give some

fixed discounts.

To motivate their employee they offer compensation packages.

Their sales person’s compensation packages

Fixed amount (Salary) + Variable amount (bonus, commission, profit bonus) +

Expanse allowance (traveling, lodging, dining etc) +benefits.

Sales Force Control:

Sales Force:

RAK control its management too strictly every sales person have to give

proper reason for every step as very low or high sales.

To motivate the dealers, R.A.K Ceramics (BD) Pvt. Ltd. gives discounts and

allowances on the basis of quantity of products purchased by the dealers.

Sometimes they give some fixed discounts.

Distribution Control

R.A.K Ceramics (BD) Pvt. Ltd. distributes their products to the dealers and

dealers distributed the products to the consumers.

Pricing Control

R.A.K Ceramics (BD) Pvt. Ltd. set up their product price according to their

production cost.

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Manufacturer

Dealers

Consumers

Role of salesmanship and sales management in this industry:

Role of salesmanship and sales management in this industry is very high, 63% of total sales of RAK is done by its sales people. And the ratio is all most same to industry.

Use of digital technology:

RAK use in house soft and take its IT department’s help maintain its sales

record.

Market potential, sales potential, sales forecast:

Market potential: as Bangladesh become a immerging country RAK find a

great market potential.

Sales potential: Its sales potential is 67% of current sale.

Maintenance of relationship:

RAK keeps a great relation ship with is external and internal people because

they believe they are the life of the company.

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References

The flowing mentioned wed sites have been used for secondary data.

http://www.fuwanggroup.com/products.html

http://www.rakceramics.com/

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