1. Introduction:Electricity is the most potential for foundation of economic growth of a country and constitutes one of the vital infrastructural inputs in socio-economic development.The world faces a surge in demand for electricity that is driven by such powerful forces as population growth, extensive urbanization, industrialization and the rise in the standard of living.Bangladeshis a country with 160 million people in a land mass of 147,570sq km. In 1971, just 3% of Bangladeshs population had access to electricity.Today that number has increased to around 50% of the population still one of the lowest in the world-but access often amounts to just a few hours each day. Bangladesh claims the lowest per-capita consumption of commercial energy in South Asia, but there is a significant gap between supply and demand. Bangladeshs power system depends on fossil fuels supplied by both private sector and state-owned power system. After system losses, the countrys per installed capacity for electricity generation can generate 5,900-6300 Megawatts of electricity per day; however, daily demand is near 8,000 Megawatts per day. In general, rapid industrialization and urbanization has propelled the increase in demand for energy by 10% per year.Hence it is a very attractive market for Electrical Manufacturers. Presently there are numerous companies in this market: each of them trying to maintain and expand their share. Among them Adex Group is one of the leading companies in the sector.

1.2 Objective of the Report1.2.1 Broad Objective To utilize the experiences gathered during the internship To observe the activities of Marketing Department of ADEX Group. 1.2.2 Specific Objectives To demonstrate different aspects of the organization To present my observation and suggestions regarding Marketing of ADEX Group.1.3 Methodology The data needed to prepare this report has been collected from both primary and secondary sources.

1.3.1 Primary Data Source: Primary data has been collected through unstructured personal interviews and discussions with officials of Sales & Distribution Department of ADEX and also from the field visit.

1.3.2 Secondary Data Source: The secondary data have been collected through ADEXs official website, catalogues and other print media.

1.4 Limitations:While doing the internship report, I faced some obstacles. Internship report is one kind of research work. Research work requires enormous time and effort. But the time provided to us is not enough to do the report. Moreover mine was on job training rather than Internship. As my working division is Marketing Department of ADEX, its prohibited to disclose some information. This affects the quality of the report. Lack of experience of this type project is one of the main constraints of the study.

2. Company Introduction2.1 Adex Group:Adex originally started its operation as a specialist in automation and distribution system for process industries, supporting its customers technically to develop automation systems as well as with automation components and spare parts. Because of its technical superiority and quality aesthetic look systems/equipment, Adex won the heart of its customers in a very short span of its starting operation.However, to cater demand, Adex has been set to expand its activities as manufacturer of electrical distribution and industrial control equipment in the field of: Power generation Power transmission & distribution Protection Automation Metering & Measurement Industrial controls Power management Industrial & Public lighting systemIts activities now range from 132KV down to the low voltage machine connections with manufacturing plants and testing laboratories.The R & D section command a budget of 3-5% of its' annual turnover. It has employed specialists and developed special softwares for design of system & equipment to comply with country's requirement in accordance with international standards. From its founding, Adex has attached the greatest importance to quality in the design, selections and manufacture of its products to ensure ever greater satisfaction as well as the needs of its customers.The commitment to quality has underpinned the current success of Adex leading to continued growth.

2.2 Adex Strive to:Become the leading knowledge centre in our field by leveraging global research partnerships on pour and energy field broaden the scope of available energy technology in line with latest improvements in concept and design.2.2.1 Our goalsTo be the most admired and responsible integrated company with international foot print, delivering sustainable value to all stakeholders.The visionary goals are the lofty objectives that the Adex management decides to pursue. This vision describes some milestone that we will reach in the future and may require a decade or more to achieve. These visionary goals are longer terms and more challenging than strategic or tactical goals. There may be only a few percent chance of realizing the vision, but we must believe that we can do so. These goals are challenging enough so that we nearly gasps when we learn of it and realize the effort that we would be require to reach it.The visionary goals fall into one of the following categories. Target Quantitative goals such as sales target Common enemy Centered on overtaking specific firms Role model To become a role model for different sector and market. International transformation Especially appropriate for every large corporation.2.2.2 Our Mission Operating our assets at our benchmark levels. Executing projects safely, with predictable benchmark quality, cost and time. Growing the Adex Group business, be it across the value chain or across geographic, and also in allied or new businesses. Driving Organizational Transformation that will make us has the conviction and capabilities to deliver in our strategic intent. Achieving our sustainability intent of Leadership with care, by having leading and best practices on Care of the Environment, care for the community, care for the customers and stakeholders, and care for the country.2.2.3 Our Values & Beliefs Teamwork and Relationships Going beyond the individual encouraging boundary less behavior. Learning Nurturing active curiosity- to question, share and improve Quality We will seek highest level of quality in our products and services. Respect for individual We will treat others with dignity, sensitivity and honor. Entrepreneurship We seek opportunities they are everywhere. Deliver the promise We value a deep sense of responsibility and self discipline, to meet and surpass on commitments made. Social responsibility Anticipating and meeting relevant and emerging needs of society. Act Like Owners Be accountable for our actions and inactions Reward our people for taking risks and finding better ways to solve problems Learn from our outcomes -- what worked and what did

2.2 History of CompanyAfter its establishment in 1982, Adex Group has grown in a good manner and made its place to the market as one of the best electrical manufacturing firm in Bangladesh today. Following are the step by step by how this company proceeded through in 31 years,1982: Establishment year1983: Introduced Telemecanique Industrial control products to Bangladesh.1984: Incorporated under Joint Stock Company.1984: Introduced BusbarTrunking system for the first time in Bangladesh.1985: Started manufacturing Switchgear Panels in Bangladesh. 1986: Officially Adex became partner for marketing Merlin Gerin'sLV and MV product to Bangladesh Market.1988: Finetrend Ltd. The first sister concern of Adex group was established in UK.1990: Started manufacturing Distribution transformer. 1995 Shifted to factory to own premises at Shyampur. 1998: Developed VCB design in Bangladesh and got tested by CPRI.2000: Established Adex Engineering Ltd.2001: Shifted to bigger factory at Gazipur.2002: Joint venture with a British company SO Electric for assembling, testing and marketing of SQ Electric product in Bangladesh and Southeast Asia.2004: Achieved ISO 9001:2000 at one go.2005: Started manufacturing power and lighting BBT.2007: Establish a complete new fully equipped modern LAB to test up to 35kA.2009: Started Assembling MCCB up to 630A.2009: Upgraded to ISO 9001:20082009: Established Adex Lighting System and Automation2010: Achieved test certificate from Moody International.2013: Total Automated Electrical Manufacturing Unit for Transformers and Circuit Breakers established, first of its kind in Bangladesh2013: Production of up to 400kVA Power Transformers in Bangladesh, which other manufacturers are yet to produce.

2.3 Products of the Company:

2.3.1 Electrical Product

Adex Engineering Ltd. is the manufacturing unit of Adex Group. The unit is running independently since 1995.The Manufactured products at AEL factory are: High Voltage Switchboards Low Voltage Switchboards Oil cooled and Cast Resin Distribution Transformer Power transformer Distribution Boards Cable tray Cable ladder Power BusbarTrunking system Miniature, Molded Case, Vacuum and Air Circuit BreakersAllproducts and electrical systems are designed by the specialized engineers using tailor made engineering software complying 1EC 60298, IEC 60076, 1EC 60056, 1EC 609472, 1EC 604394, IEC 604392for complete safety of man and machines as well as economical design satisfying the requirement of the installations considering current ratings, short circuit levels environmental conditions voltage drops etc.

2.3.2 Energy Efficient and Intelligent Lighting ControlAdex Group provides complete lighting solution from planning to installation, this service includes: Lighting Design Interior Lighting Design Exterior Lighting Design Emergency Lighting Design Daylight Studies Digital Renderings Computer Simulation Luminaire Design

2.4 Worldwide partners of Adex Corporation: Adex Corporation has always on for making good relationship with other leader of power and electrical companies to expand its product line. Till now Adex Corporation has more than 10 partners and expanding its business almost everywhere in the world. The partners of Adex Corporation Ltd are as following: Schneider Electric, France SQ Electric Co. Ltd, UK Circutor, Spain LEEEC, China ZEZ, Czech Republic Indelec, France Roederstein, Germany Howard Johnson, USA Trilux, USA, Osram, Australia

2.6 Departments of ADEX Corporation:Adex Corporation Ltd. has the following department: Administration Department Store Department Account and Finance Department Purchase Department Production Department Research and Development Department Sales and Marketing Department

2.6.1 Administration Department:This department has been doing their job not strictly. This department is very humanitarian to the company. But this is not good thing for the company. I think that this diction should have stongness procedure to maintain the whole company otherwise everything will be loose.2.6.2 Store Department:This department also has been performing their activities well. They have to resister each and every material whether it is local or foreign purchase and distribute all the materials to the respective department as their requirement. They have also to prepare billing system of the sold products.2.6.3 Account and Finance Department:This department has to maintain and control the collection money of sold products from the clients. But a lot of money is outstanding in the market. Though this department has the responsibility to collect this standing money, they cant able to doing this. So they need separate computer monitoring system and also should have separate telecommunication facilities so that they can do their job very effectively and efficiently.2.6.4 Purchase Department:This has the big responsibility to purchase all the raw materials whether it is local or foreign as per requirement of different sections. They are doing their job but not effectively and efficiently. Because they should reduce the material purchase price at beginning point otherwise the finished product price will also increase comparing the competitors price2.6.5Production Department:This department has been doing their job very well. They have collected their required materials from the store that was previously ordered to purchase department.2.6.6 Research and Development:This department has been working for developing new products and analysis existing product problems that come from customer feedback. This department has no sufficient quality manpower along with testing equipments.

2.6.7 Sales & Marketing Department:This department is to collect the customer requirements moving in the market place and deliver to the production department for final products.

3. Literature reviewThe primary object here is to review the relevant literature of the current state of marketing theories, applications of marketing strategies, intellectual property stipulations and the influences of the Internet to the digital content industry. The review eventually leads to inadequate resources: concepts, theories, and talents. In truth, there are still no generally accepted theories for planning intangible assets or IP for marketing or relevant decisions, and so certainly no mature systems and theories. Therefore, ultimately this research attempts to present possible solutions to this problem.

3.1 Marketing Theory3.1.1 The Definition of Marketing3.1.1.1 Social DefinitionThere are social and managerial definitions for marketing. Kotler, described by the American Marketing Association as "the most influential marketer of all time", with Armstrong has adopted a social definition: Marketing as a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging value with others, and marketing consists of actions taken to build and maintain desirable exchange relationships with target audiences. This definition reaches humans the most primary mindexchange for needs and so is a basis for this research.3.1.1.2 Managerial DefinitionAs for the managerial definition, marketing was described in the 60s as the art of selling products. Until 1985, the American Marketing Association (AMA) proposed a now widely accepted managerial definition which since then has been mentioned in much of the research and most textbooks: Marketing is the process of planning and executing the conception, pricing, promotion, and distributing of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives. However, in American Marketing Associations website, the definition has been modified to Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.

3.1.2 A Modern Marketing SystemKotler & Armstrong (2001) provide a comprehensive figure that demonstrates the main elements in a modern marketing system which shows in the Figure 1. This figure indicates a common situation, in which marketing involves serving a market of end users in the face of competitors. The company and the competitors send their products and messages to end users, either directly or through marketing intermediaries. All of the players in the system are affected by major environmental forces, like demographic, economic, physical, technological, and social /cultural.

SupplierCompany(Marketer)Competitors(Marketer)Marketing IntermediatesEnd User(Marketer)

3.1.3 Marketing strategiesEvery company trying to differentiate their market offering from competitors. They dream up new service and guarantees, special rewards for loyal users, new conveniences and enjoyment. When they succeed, competitor may copy their market offering. As a result, most competitive advantage last only a short time.3.1.4 How to differentiateAs per Crego and Schifrin, they have proposed this as a three-step process:(a) Defining the customer value model:The Company first list all the product and service factors that might influence the target consumer perception of value(b) Building the customer value Hierarchy:The Company now assigns each factor to one of four groups: basic, expected, desired, and unanticipated.(c) Deciding on the customer value package:Now the company chooses that combination of tangible and in tangible items, experience, and outcome designed to outperform competitor win the customer delight and loyalty.3.1.5 Differentiation toolsA company must try to differentiate its offering.3.1.6 DifferentiationDifferentiation is the act of designing a set of meaningful differences to distinguish the company offering from competitor offering.The number of differentiation opportunities varies with the type of industry. The Boston consulting Group has distinguished four types of industry based on the number of available competitive advantage and their size.3.1.7 Volume industryOne in which companies can gain only a few, but rather large, competitive advantage. In the construction equipment industry a company can strive for the low cost position or the highly differentiate position and win big on either basis. Profitability is correlated with company size and market share.3.1.8 Stalemated industryOne in which there are few potential competitive advantage and each is small. In the steel industry, it is hard to differentiate the product or decrease manufacturing cost.3.1.9 Fragmented industryOne in which competitive face many opportunities for differentiation, but each opportunity for competitive advantage is small. A restaurant can differentiate in many ways end up not gaining a large market share. Both small and large restaurants can be profitable or unprofitable.3.1.10 Specialized industryHere we will examine how a company can differentiate its market offering along five dimensions: Product differentiations Service differentiations Personnel differentiation Channel differentiation Image differentiation Product differentiation marketing strategy:

Product differentiation variable are explained below: Form:Many products can be differentiated in form the size, shape, or physical structure of a product. Consider the possible forms taken by product such as aspirin. Although aspirin is essentially a commodity, it can be differentiated by dosage size shape coating action time and so on.

Features:Most products can be offered with varying features; characteristic that supplements the product basic function. Being the first to introduce valued new features is one of most effective way to compete. How can a company identify and select appropriate new features? The company can ask that would improve yours satisfaction? How much would you pay for each? How do you feel about the features others customers have suggested? Performance quality:Most products are established at one of four performance level: low, average, high or superior. Performance quality refers to the level at which the product primary Characteristic operate. The important question here is: Does offering higher product performance product higher profitability? High quality business unit earned more because their premium quality allowed them to charge a premium price they benefited form more repeat purchasing, consumer loyalty and positive word of mouth and their cost of delivery more quality were not much higher than for business units producing low quality. Conformance quality:Buyers expect product to have a high conformance quality, which is the degree to which all the produced units are identical and meet the promised specification. Suppose a Porsche 944 is designed to accelerate to 60 miles an hour within 10 second. If every Porsche 944 coming off the assembly line does, the model is said to have high conformance quality. The problem with low conformance quality is that the product will disappoint some buyer. Durability:Durability a measure of the product expected operating life under natural or stressful condition is a valued attribute for certain product. Buyer will generally pay more for vehicle and kitchen appliance that have a long lasting reputation. However this rule is subject to some qualification. Reliability:Buyer normally will pay a premium for more products, Reliability is a measure of the profitability that a product will not malfunction or fail within a specified time period Maytag, which manufacturing major home appliances, has an outstanding reputation for creating reliable appliance. Style: Style describes the products look and feel to the buyers. Buyer is normally willing to pay a premium for product that attractive styled. Car buyer pays a premium for jaguars because of their extraordinary look. Aesthetic have played a key role in such brand as Absolutely vodka, Starbucks coffee, apple computer, Montblane pens, Godiva Chocolate, and Harley-Davidson motorcycle. Design: The integrating force:As a competition intensifies, design offer a potent way to difficulties and position a companys product and services. Harvard professor Robert hays summed it up the best when he said, Fifteen years ago, companies competed on price. Today, its quality. Tomorrow its design in increasingly fast paced market, price and technology are not enough. Design is the factor that will often give a company its competitive edge. Design is the totality features that affect how a product looks and functions in term of customer requirements. Design is particularly important in making marketing durable equipment, apparel, retail services and package goods.

Service differentiation:The main service differentiations are ordering ease, delivery, installation, customer training, customer consulting, and maintenance and repair. Ordering ease: Ordering ease refers to how easy it is for the customer to place an order with the company Baxter Healthcare has eased the ordering process by supplying hospitals with computer terminals through which they send order to the boxer. Delivery:Delivery refers to how well the product or service is delivered to the customer. It includes speed, accuracy, and care attending the delivery process. Deluxe Cheek printers, Inc, has built an impressive reputation of shipping out its cheeks one day after receiving an order without being late once in 18 years. Installation:Installation refers to the work done to make a product operational in its planned location. Buyer of heavy equipment expected good installation service. Customer training:Customer training refers to training customer employees to use the vendor equipment properly and efficiently. Generally Electric not only sells and installs expensive X ray equipment in hospital but also gives extensive training to users of these equipment. Customer consulting: Customer consulting refers to data information systems, and advising servicing that the seller offers to buyers. One of the best providers of value adding consulting services is Millikan and Company. Maintenance and repair:Maintenance and repair describe the service program for helping customers keep purchased product in good working order. Miscellaneous services:Companies can find other ways to differentiate customer services. They can offer an improved product warranty or maintenance contact. They can establish awards.

Personnel differentiation:Better trained personal exhibit six characteristic: Competence : They possess the required skill and knowledge. Courtesy : They are friendly, respectful, and considerable. Credibility : They are trustworthy. Reliability : They perform the service consistently and accurately. Responsiveness : They respond quickly to customer request Problem. Communication : They make an effort to understand the customer andcommunicate clearly. Channel differentiation:Companies can achieve competitive advantage through the way they design they design their distribution channel coverage expertise and performance. Caterpillar success in construction equipment industry is based partly on superior cannel development. Its dealer is found in more locations than competitor dealer and they are typically better trained and perform more reliably.

Image differentiation:Buyers respond differently to company and brand image. Symbols: Image can be amplified by strong symbols. The company can choose a symbol such as the lion, apple, or doughboy. A brand can be built around a famous person, as blue, yellow or red, or a specific piece of sound or music. Media:The chosen image must be worked into ads and media that convey a story, a mood, and a claim something distinctive. It should appear in annual reports, brochures, catalog, the company stationary and business cards. Atmosphere:The physical Space by company is another powerful image generator. Hayatt Regency hotels develop a distinctive image through its atrium lobbies. A bank that wants to covey the image of a safe bank must communicate this image through the building architecture, interior design, layout, colors, materials, and furnishing. Events:A company can build identity through an event it sponsors. Pettier, the bottled water company, came into prominence by laying out exercise tracks and sponsor health sports events. A T & T and IBM sponsor symphony performance and art exhibit. Heniz gives money to hospitals, and kraft makes donations to MADD (Mother against Drunk Drivers).

3.2 Developing and communicating a positioning strategyPositioning is the act of designing the companys offering and image to occupy a distinctive place in the target markets mind. The end result of positioning is the successful creation of a market focused value proposition, a cogent reason why the target market should by the product.3.2.1 How many difference to promote?Each company must decide how many difference (e.g, benefits, and features) to promote to its target customers. Many marketers advocate promoting only one central benefit. Rosser Reeves said a company should develop aunique selling position (USP) for each brandand stick to itNumber one positioning include best quality, best service, lower price, best value, fastest, most customized, most convenient, and most advanced technologyAs companies increase the number of claims for their brand, key risk disbelief and a loss of clear positioning. In general, a company must avoid four major positioning errors. Under positioning Over positioning Confused positioning Doubtful positioning

3.2.2 Communicating the companys PositioningOnce the company has developed a clear positioning strategy, it must communicate that positioning effectively. Suppose a company chooses the best-in-quality strategy. Quality is communicated by choosing those physical signs and cues that people normally use to judge quality.

3.2.3 Product life-cycle marketing strategiesA companys differentiating and positioning strategy must change as the product, market, and competitors change over time. Here we will describe the concept of the product life cycle and the changes that are normally made as the product passes through each stage of the life cycle.

3.2.4 The Concept of the product life cycleTo say that a product has a life cycle is to assert four things;1. Products have a limited life.2. Product sales pass through distinct stages, each posing different challenges, opportunities, and problems to the seller.3. Profits rise and fall at different stages of the product life cycle.4. Products require different marketing, financial, manufacturing, purchasing, and human resource strategies in each stage of their life cycle.Product life-cycle curves are portrayed as bell-shaped. This curve is typically divided into four stages. Introduction Growth Maturity & Decline

(a) Introduction:A period of slow sales growth as the product is introduced in the market. Profits are nonexistent in this stages because of the heavy expenses incurred with product introduction.(b) Growth: A period of rapid market acceptance and substantial.(c) Maturity:A period of a slowdown in sales growth because the product has achieved acceptance by most potential buyers. Profits stabilize or decline because of increase competition.(d) Decline:The period when sales show a downward drift and profits erode.

3.2.5 Marketing strategies: Introduction stageIn launching a new product, marketing management can set a high or a low level for each marketing variable price, promotion, distribution, product quality). Considering only price and promotion, management can pursue one of four strategies. Rapid skimming:Launching the new product at a high price and a high promotion level. This strategy makes sense when a large part of potential market is unaware of the product; those who become aware of the product are eager to have it and can pay the asking price; and the firm faces potential competition and want to build brand preference. Slow skimming:Launching the new product at a high price and a low promotion. This strategy makes sense when the market is limited in size; most of the market is aware of the product; buyers are willing to pay a high price; and potential competition is not imminent. Rapid penetration:Launching the new product at a low price and spending heavily on promotion. This strategy makes sense when the marketing is large, the market is unaware of the product, buyers are price sensitive, there is strong potential competition, and the unit manufacturing cost is fall with the companys scale of promotion and accumulated manufacturing experience. Slow penetration:Launching the new product at a low price and low level of promotion. This strategy makes sense when the market is large, is highly aware of the product, is price sensitive, and there is some potential competition.

3.2.6 Marketing strategies: Growth stagesThe growth stage is marketed by a rapid climb in scale. Early adopts like the product, and additional consumers start buying it. New competitors enter, attracted by the opportunities. They introduce new product features expand distribution.During this stage, the firm uses several strategies to sustain rapid market growth as long as possible: It improves product quality and adds new product features and improved styling. It adds new models and flanker products (i.e. products of different sizes, flavors, and so forth that protect the main product). It enters new market segments. It increases its distribution coverage and enters new distribution channels. It shifts from product-awareness advertising to product-preference advertising. It lowers prices to attract the next layer of price sensitive buyers.

3.2.7 Marketing strategies: Maturity stagesAt some point, the rate of sales growth will slow, and the product will enter a stage of relative maturity. This stage normally lasts longer than the previous stages, and poses formidable challenges to marketing management. Most products are in the maturity stage of life cycle, and the most marketing managers cope with the problem of marketing the mature product.The maturity stage is divided into three phases: growth, stable and decaying maturity. In the first phase, the sales growth rates starts to decline. There are no new distribution lines to fill. In the second phase, sales flatten on a per capita basis because of market saturation. Most potential customers have tried the product, and future sales are governed by population growth and replacement demand. In the third phase, decaying maturity, the absolute level of sales starts to decline, and customers begin switching to other products and substitutes.3.2.8 Marketing strategies: Decline stageThe sales of most product forms and brands eventually decline. The decline might be slow, as in the case of a meal; or rapid, as in the case of the edsel automobile. Sales may piunge to zero, or they may petrify at a low level.Sales decline for a number of reasons, including technological advances, shifts in consumer tastes, and increased domestic and foreign competition.In a study of company strategies in declining industries, Harrigan identified five decline strategies available to the firm: Increasing the firms investment (to dominate the market or strengthen its competitive position). Maintaining the firms investment level until the uncertainties about the industries are resolved. Decreasing the firms investment level selectively, by dropping unprofitable customers groups, while simultaneously strengthening the firms investment in lucrative niches. Harvesting (milking) the firms investments to recover cash quickly. Divesting the business quickly by disposing of its assets as advantageously as possible.

3.3 Market evolutionBecause the focuses on what is happening to a particular product or brand rather than on what is happening to the overall market, it yields a product-oriented picture rather than a market-oriented picture. Firms need to visualize a markets evolutionary path as it affected by new needs, competitors, technology, channels, and other developments.In the course of a products or brands existence its positioning must change to keep pace with market developments.

3.3.1 Stages in market evolutionLike products, markets evolve through four stages: Emergence Growth Maturity Decline

Emergence:Before a market materializes, it exits as a latent market. Some want a four-function calculator (adding, subtracting, multiplying, and diving) and others want more functions (calculating percentages, square roots, and logs). The entrepreneurs problem is to design an optimal product for this market. He has three options.

Growth:The firm has three options: It can position its brand in one of the corners (single-niche strategy) It can position its brand next to the first competitors (a mass-market strategy) It can launch two or more products is different unoccupied corners (a multiple-niche strategy).

Maturity:Eventually, the competitors cover and serve all major market segments and the market enters the maturity stage. In fact, they go further and invade each others segments, reducing everyones profits in the process. As market growth slows down, the market splits into finer segments and high market fragmentation occurs.

Decline:Eventually, demand for the present products will begin to decrease, and the market will enter the decline stage. Either societys total need level declines or a new technology replaces the old. Thus an entrepreneur might invent a mouth rinse liquid that is superior to toothpaste. In this case, the technology will eventually disappear and a new life cycle will emerge.

3.4 Understanding Marketing Management3.4.1 Marketing in the twenty-first century:3.4.1.1 Marketing TasksIn fact, marketing people are involved in marketing 10 types of entities: Goods Services Experience Events Persons Places Properties Organization Information Ideas

3.4.1.2 Marketing concepts and toolsMarketing boasts a rich array of concepts and tools. We will start by defining marketing, and then describe its concepts and tools.

3.4.1.2.1 MarketingMarketing is a social process by individuals and groups obtain what they need and want through creating, offering, and exchanging products and services of value with others. For a managerial definition, marketing has often been described as the art of the selling products. But people are surprised when they hear that the most important part of marketing is not selling! Selling is only the tip of the marketing iceberg.

3.4.1.2.2 Marketing management:Marketing management is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, services to create exchange that satisfy individual and organizational goals.3.4.1.2.3 Core marketing concepts:Marketing can be further understood by defining several of its core concepts. Target markets and segmentation:A marketer can rarely satisfy everyone in a market. Not everyone likes the same soft drink, hotel room, restaurant, automobile, college, and movie. Therefore, marketers start with market segmentation. They identify and profile distinct groups of buyers who might prefer or require varying products and marketing mixes. Market segments can be identified by examining demographic, psychographics, and behavioral differences among buyers. The firm then decides which segments present the greatest opportunity-those needs the firm can meet in a superior fashion.For each chosen target market, the firm develops a market offering. The offering is positioned is the minds of target buyers as delivering some central benefit.

3.4.1.2.4 A Simple marketing system Markets and prospects:A marketer is someone seeking a response (attention, a purchase, a vote, a donation) from another party, called the prospects. If two parties are seeking to sell something to each other, we call them both marketers. Needs, wants, and demands:The marketer must try to understand the target markets needs, wants, and demands. Needs describe basic human requirements. People need food, air, water, clothing, and shelter to service. People also have strong needs for recreation, education, and entertainment. These needs become wants when they are directed to specify object that might satisfy the needs. An American needs food but wants a hamburger. Product or offering:People satisfy their needs and wants with products. A product is any offering that can satisfy a need or want. We mentioned earlier the major types of basic offering; goods, services, experience, events, persons, places, properties, organizations, information, and ideas. Marketing channels:To reach a target market, the marketer uses three kinds of marketing channels. The marketer uses communication channels to deliver and receive message from target buyers. They include newspapers, magazines, radio, television, mail, telephone, billboards, posters, fliers, CDs, audiotapes, and Internet. Beyond these, communications are conveyed by facial expressions and clothing, the look of retail stores, and many others media. Marketers are increasingly adding dialogue channels to counterbalance the more normal monologue channels. Supply chain:Whereas marketing channels connect the marketer to the target buyers, the supply chain describes a longer channel stretching from raw materials to components to final products that are carried to final buyers. The supply chain for womens purses starts with hides, tanning operations, cutting operations, manufacturing, and the marketing channels bringing products to customers. The supply chain represents a value delivery system. Competition:Competition includes the entire actual and potential rival offering sand substitutes that a buyer might consider.We can broaden the picture further by distinguishing four levels of competition, based on degree of product substitutability: Brand competition Industry competition Form competition Generic competition

3.4.1.2 Marketing environmentCompetition represent only one force in the environment is which the marketer operates. The marketing environment consists of the task environment and the broad environment.3.4.1.3 Marketing mixMcCarthy classified these tools into four broad groups that the he called the four Ps of marketing: Product Price Place Promotion3.4.1.3.1 Product1. Product variety2. Quality3. Design4. Features5. Brand name6. Packaging7. Sizes8. Services9. Warranties10. Returns3.4.1.3.2 Price1. List price2. Discounts3. Allowances4. Payment period5. Credit terms3.4.1.3.3Promotion1. Sales promotion2. Advertising3. Sales force4. Public relations5. Direct marketing3.4.1.3.4 Place1. Channels2. Coverage3. Assortments4. Locations5. Inventory6. Transport

3.4.1.4 Marketing-mix strategyMarketing-Mix decisions must be made for influencing the trade channels as well as the final consumers. The company prepare an offering mix of products, services, and prices, and utilizing a promotion mix of sales promotion, advertising, sales force, public relations, directs mail, telemarketing, and Internet to reach the trade channels and the target customers.Note that the four Ps represent the sellers view of the marketing tools available for influencing buyers. From a buyers point of view, each marketing tool is designed to deliver a customer benefit. Robert Lauterborn suggested that the sellers four Ps correspond to the customers four Cs.Four PsFour Cs Product Customer solution Price Customer cost Place Convenience Promotion CommunicationWinning companies will be those who can meet customer needs economically and conveniently and with effective communication.

3.4.1.5 Company orientations toward the market placeHowever, there are five competing concepts under which organizations conduct marketing activities: The production concept The product concept Selling concept Marketing concept Social marketing concept3.4.1.5.1 The production conceptThe production Concept is one of the oldest concepts in business. The production concept holds that consumers will prefer that are widely available and inexpensive.

3.4.1.5.2 The product conceptOther businesses are guided by the Product concept. The Product concept holds that consumers will favor those products that offer the most quality, performance, or innovative features.3.4.1.5.3 The selling conceptThe Selling concept is another common business orientation. The selling concept holds that consumers and businesses, if left alone, will ordinary not buy enough of the organizations products. The organization must, therefore, undertake an aggressive selling and promotion effort.3.4.1.5.4 The marketing conceptThe marketing concept is a business philosophy that challenges the three business orientations we just discussed. The marketing concept holds that the key to achieving its organizational goals consists of the company being more effective than competitors in creating, delivering, and communicating customer value to its chosen target markets.The marketing concept has been expressed in many colorful ways:Meeting needs profitability.Finds wants and fill them.Love the customer, not the product.Have it your way. (Burger King)You are the boss. (British Airways)Partners for profit. (Milliken & Company)The marketing concept rests on four pillars: Target Market Customer Needs Integrated Marketing ProfitabilityThe selling concept takes an inside-out perspective. It starts with Factory Products Selling and Promoting Profits through sales volume3.4.2 Integrated Marketing Communication (IMC):An approach to achieving theobjectivesof amarketing campaign, through a well-coordinated use of different promotionalmethodsthat are intended to reinforce each other. As defined by the AmericanAssociationofAdvertising Agencies, integrated marketing communications recognizesthevalueof acomprehensiveplanthat evaluates thestrategicrolesof a variety ofcommunicationdisciplinesadvertising,public relations,personal selling, andsales promotionand combines them toprovideclarity,consistency, and maximum communicationimpact."IMC tools are the set of tools to set the marketing plan up and execute the plan furthermore, as the tools are following, Advertising Broadcasting/mass advertising: broadcasts, print, internet advertising, radio, television commercials Outdoor advertising: billboards, street furniture, stadiums, rest areas, subway advertising, taxis, transit Online advertising: mobile advertising, email ads, banner ads, search engine result pages, blogs, newsletters, online classified ads, media ads Direct marketing: direct mail, telemarketing, catalogs, shopping channels, internet sales, emails, text messaging, websites, online display ads, fliers, catalog distribution, promotional letters, outdoor advertising, telemarketing, coupons, direct mail, direct selling, grassroots/community marketing, mobile Online/internet marketing E-commerce Search engine optimization (SEO) Search engine marketing (SEM) Mobile Marketing Email marketing Content marketing Social Media ( Facebook, Twitter, LinkedIn, Google +, Foursquare, Pinterest, Youtube, Wikipedia, Instagram) Sales &customer service Sales materials (sell sheets, brochures, presentations) Installation, customer help, returns & repairs, billing Public Relations Special events, interviews, conference speeches, industry awards, press conferences, testimonials, news releases, publicity stunts, community involvement, charity involvement & events Promotions Contests, coupons, product samples (freebies), premiums, prizes, rebates, special events Trade shows Booths, product demonstrations Corporatephilanthropy Donations, volunteering, charitable actions4. Marketing DepartmentAs I have got the opportunity to work in this department I can provide a slight view of the operation. The Marketing Department handles the following 9 core responsibilities: 4. 1 Focus on the CustomerWe spend time listening to our customers (and prospective customers) in order to understand their needs and wants regarding a particular product or service. Soliciting thoughts and input from internal stakeholders such as Sales and Customer Service is also part of our job, as these departments are typically closest to the customer.4.2 Monitor the CompetitionLearning about, and understanding the competitive landscape is also an important function of the Marketing Department. WE are go to people within an organization to answer the following types of questions: Who is the competition (both direct and indirect)? What do they communicate? Which customers do they serve? Why do customers choose the competitor versus you?4.3 Own the BrandThe perceptions and feelings formed about an organization, its products / services, and its performance is what is known as its brand. The Marketing Department is responsible for creating meaningful messages through words, ideas, images, and names that deliver upon the promises / benefits an organization wishes to make with its customers. Furthermore, the Marketing Department is responsible for ensuring that messages and images are delivered consistently, by every member of the organization.4.4 Find & Direct Outside VendorsInternal Marketing Departments do not create magic alone. Therefore, WE need to source and oversee a group of outside resources (a.k.a. partners) such as copywriters, graphic designers, web designers, database specialists, and printers so that wecan get the most bang from our marketing efforts.4.5 Create New IdeasWhether its customer acquisition campaigns, keep-in-touch programs, new product promotions, retention efforts, or something in between, the Marketing Department is ultimately responsible for developing new ideas that generate revenue for the company. This does not mean that we have to come up with every idea on their own; however, they need to identify, cultivate, and work with others to execute programs that will create revenue.4.6 Communicate InternallyIt is important that the we communicate with all departments inside an organization. Since any employee (regardless of position) can support (or damage) a brand, value proposition or even specific program initiatives, we need to take responsibility for disseminating information throughout the organization.

4.7 Manage a BudgetEstablishing and communicating messages to the marketplace costs money. Therefore, we are responsible for estimating the anticipated expenditures associated with marketing activities. Once set, we are held responsible for meeting all budget projections.4.8 Understand the ROISince marketing activities are an investment an investment in time, money, and effort we are monitored and measured against specific concrete goals and objectives. WE always ask ourselves Whats my expected return? Answering this simple, yet often overlooked question results in better, more accountable decisions.4.9 Set the Strategy, Plan the Attack, and ExecuteOne of the key activities for us is to integrate an organizations goals, strengths, and channels of distribution, competitive environment, target markets, pricing, core messages, and products into one cohesive document known as the Marketing Strategy. As part of the strategy, we also develop the list of tactical ideas such as direct mail, print advertising, and search engine optimization that will enable the organization to communicate its message to customers and prospects. With a strategy and tactical ideas in hand, we are always ready to take on the responsibility of executing the programs and initiatives to drive sales and revenue for the organization.

5. Job responsibility I fulfillThe following are the list of duties I am expected to perform to enhance the companys image and drive sales forward: Work with executive, sales and technical staff to develop corporate and product marketing Design and implement successful slide presentations, product messaging silver bullets, newsletters, product promotion mailers, customer testimonials, product brochures, company backgrounders, competitive briefing materials Demonstrate technical marketing skills and product knowledge of company products. Develop and manage within budget annual marketing plan in conjunction with sales department. Develop and maintain consistent branding and look and feel of marketing image. Manage, track and measure campaign performance and refine with learning. Define and revise marketing objectives as required.

6. Present electricity scenario of BangladeshSevere power crisis compelled the Government to enter into contractual agreements for high-cost temporary solution, such as rental power and small IPPs, on an emergency basis, much of it diesel or liquid-fuel based. This has imposed tremendous fiscal pressure. With a power sector which is almost dependent on natural-gas fired generation (89.22%), the country is confronting a simultaneous shortage ofnatural gas and electricity. Nearly 400-800 MW of power could not be availed from the power plants due to shortage of gas supply. Other fuels for generating low-cost, base-load energy, such as coal, or renewable source like hydropower, are not readily available and Government has no option but to go for fuel diversity option for power generation.When the present Government assumed the charge, the power generation was 3200 3400 MW against national demand of 5200 MW. In the election manifesto, government had declared specific power generation commitment of 5000 MW by 2011 and 7000 MW by 2013.6.1 Over View of Electricity Last Couple of YearTo achieve this commitment, in spite of the major deterrents energy crisis and gas supply shortage, government has taken several initiatives to generate 6000 MW by 2011, 10,000 MW by 2013 and 15,000 MW by 2016, which are far beyond the commitment in the election manifesto. 2944 MW of power (as of Jan, 2012) has already been added to the grid within three years time. The government has already developed Power system Master Plan 2010. According to the Master Plan the forecasted demand would be 19,000 MW in 2021 and 34,000 MW in 2030. To meet this demand the generation capacity should be 39,000 MW in 2030. The plan suggested going for fuel-mixed option, which should be domestic coal 30%, imported coal 20 %, natural gas (including LNG) 25%, liquid fuel 5%, nuclear, renewable energy and power import 20%. In line with the Power system Master Plan 2010, an interim generation plan up to 2016 has been prepared, which is as follows:Table 01: Plants Commissioned During 2009-2011Power Generation Sector2009 (MW)2010 (MW)2011 (MW)TOTAL (MW)

Public-2558001055

Private356270125751

Q. Rental-2508381088

Total35677517632894

*In 2011, 1763 MW commissioned against plan for 2194 MWPower Generation Units (fuel Type Wise)

Table 02: Installed Capacity of BPDB Power Plants as on April 2012Plant TypeTotal Capacity (in MW)(%) Percentage in total developed power

Gas5086.00 MW75.99 %

HSD682.00MW10.19%

HFO335.00 MW5.01 %

Coal250.00MW3.74%

Hydro230.00 MW3.44 %

F.Oil110.00MW1.64%

Total6693.00MW100%

6.2 Electricity Demand and SupplyPer capita generation of electricity in Bangladesh is now about 252KWh. In view of the prevailing low consumption base in Bangladesh, a high growth rate in energy and electricity is indispensable for facilitating smooth transition from subsistence level of economy to the development threshold. The average annual growth in peak demand of the national grid over the last three decades was about 8.5%. It is believed that the growth is still suppressed by shortage of supply. Desired growth is generation is hampered, in addition to financial constraints, by inadequacy in supply of primary energy resources. The strategy adopted during the energy crisis was to reduce dependence on imported oil through its replacement by indigenous fuel. Thus almost all plants built after the energy crises were based on natural gas as fuel. Preference for this fuel is further motivated by its comparatively low tariff for power generation.

6.3 Power Demand Forecasts (2010-2030)The adoption scenarios of the power demand forecast in this MP are as shown in the figure below.FYGovernment Policy ScenarioComparison GDP(7%)ScenarioComparison GDP (6%)Scenario

Peak Demand (MW)Generation(GWH)Peak Demand (MW)Generation(GWH)Peak Demand ( MW)Generation (GWH)

2010645433922645433922645433922

2011676535557686936103675635510

2012751839515732938521708337228

2013834943882783741191743639084

2014926848713839844140781941097

20151028354047901947404823243267

20161140559945970551009868045622

201712644664571046354994916548171

201814014736581130059393968950925

2019155278161012224642491025553900

2020173049095013244696101086857122

2021188389983814249755171144260640

20222044310923915344819921205664422

20232199311848516539891021271368490

20242358112807317840968931341672865

202525199137965192571054321416777564

202626838148114208141148681497982666

202728487158462225091252091584888156

202830134168943243531365331677694053

2029318731800892635814892817768100393

2030337081919332853716249018828107207

The figure indicates three scenarios; (i) GDP 7% scenario and (ii) GDP 6% scenario, based on energy intensity method, and (iii) government policy scenario.

6.4 Scanning the marketing environmentWithin the rapidly changing global picture, the firm must monitor six major forces: Demographic Environment Economic Environment Natural Environment Technical Environment Political-legal Environment Social-Cultural

6.4.1 Demographic environmentThe first macro environmental force that marketers monitor is population because people make up markets. Marketers are keenly interested in the size and growth rate of population in different cities, regions, and nations; age distribution and ethic mix; educational levels; household patterns; and regional characteristic and movement.The demographic environment on the business point of view is very good in Bangladesh. Because Bangladesh is a least developing country in the world hence many developments may be possible here. The population growth rate is so high in our country so size of market also is increasing day by day.

6.4.2 Economic environmentMarkets require purchasing power as well as people. The available purchasing power in an economy depends on current income, prices etc. The purchasing power in the above business market is enough in our market. So many Garments Industries and House Builders are going on and day by day they are quickly increasing. They need huge number of sub-station equipments. The government sector has a big plan for electrification for most of the people in our country in near future. World bank & ADB will invest in this project.

6.4.3 Technological environmentVarious foreign companies are investing a lot in our countries. Different types of foreign company starting their investment in Bangladesh. So without power they cant be operated. At this present contest our technical environment is good.

6.4.4 Political-legal environmentWithout REB all the local business buyers are purchasing their sub-station equipments from the local manufacturers. Some years ago, the big government sector would purchase transformers from the foreign manufacturers. Now government has strongly prohibited the foreign manufacturers. So the political-legal environment is congenial to our products.

6.4.5 Social-cultural environmentSociety shapes our beliefs, values and norms. People absorb, almost unconsciously, a worldview that defines their relationship to themselves, to others, to organization, to society, to nature and to the universe. The overall social-cultural environment is congenial to our product marketing.

6.5 Analyzing business market and business buying behaviorOrganizational buying: It is the decision-making process by which formal organizations establish the need for purchased products and services and identify, evaluate, and choose among alternative brands and suppliers.

6.5.1 The major influences on buyers behaviorBusiness buyers respond to many influences when they make their decisions.Business buyers respond to four main influences: Environmental factor Organizational factor Interpersonal factor Individual factor

6.5.2 Buying behavior of target customers

S/NTarget customersTypes

1.Government Sector (PDB)Low cost buyer

2.Dhaka Electric Supply Company Ltd. (DESCO)Low cost buyer

3.Rural Electrification Board (REB)Low cost buyer

4.Industrial SectorQuality Product Buyer

5.CNG Refueling StationQuality Product Buyer

6.House Builders DevelopersMinimize

6.5.3 Buying patterns of our target customers

S/NTarget CustomersBuying Patterns

1.Government Sector (PDB)Local Tender ( Local & International)

2.Dhaka Electric Supply Company Ltd. (DESCO)Low cost buyer ( Local & International)

3.Rural Electrification Board (REB)Low cost buyer( Local & International)

4.Industrial SectorTender/Spot Quotation

5.CNG Refueling StationSpot Quotation

6.5.4 Steps in buyer buying decisionStepsTenderSpot Quotation

1Advertisement for TenderAsking for offer

2Tender DroppingCollection of Offer

3Evaluation of Technical OfferEvaluation of Technical side

4Evaluation of Financial OfferEvaluation of Financial part

5Send to Tender Committee for Suggestion & DecisionCollection of Practical experience from users

6Evaluation of previous experience about the companyCollection, Information about company through the users list.

7Factory inspection & select the supplierCall for bargaining and given the order.

8Issue the purchase orderTaken delivery & Installation

9Inspection the products before deliveryPayment after successfully installatio

6.6 Important features for the customers Competitive low price with quality. Low percentage of impedance of transformers. Sufficient cooling system i.e. radiator that radiates the produced heat efficiently. Sufficient manufacturing plant with all testing facilities along with sufficient technical support. They would like to sample test in the factory premises by testing equipment. They always prefer Japan and European based material products. Transformer is compact designed and user friendly. Selecting procedure is tender or spot quotation system. Most of all are credit purchase mentally. Most of the clients compare the technical features at the time of quotation but dont check the final product as per technical specifications.

6.7 Customers self image6.7.1 Government Sector (BPDB)As per previous discussion the Bangladesh power development board (BPDB) is the biggest client individually among our local clients. Bangladesh is a LCD country, so more development are going on every, especially electrification programmed has been planned to capture 80% of total population by 2020. At present their yearly requirement is near about 40 crore.

6.7.2Industrial SectorThough Bangladesh is a developing country is going for Industrialization, so every time our industrial section is importing so many sophisticated machines and equipments. Especially we have big garment sector and this sector is expanding day by day. So, all developments must need electric power. Thats why sub-station equipments are very essential for them.

6.7.3 CNG Refueling StationRecently Bangladesh government started the use of compressed natural gas for the fuel purpose. At present gas filling is more profitable than oil. So investors are very much interested to invest this sector. Every filling station must need sub-station due high capacity induction motor. So sub-station requirement is extending day by day in this sector.

6.7.4 House Builders & DevelopersREHAB (Real Estate and Housing Association of Bangaldesh) is one of the biggest association in our country. The rate of urbanization in Bangladesh in the past decade was very high. Dhaka in particular has grown very fast in recent years. Due to increasing demand and land price boom it has difficult for individual to afford suitable housing in the city. As a consequence private sector developers of land and apartment builders appeared in the market. Since 1985 this sector has created homes for over 2,00,000 families in the metropolitan city.

6.7.5 Our competitors in the sub-station marketWe have competitors in this market; the competitors are basically two types:(a) Local competitors &(b) Foreign competitor.

(a) Local competitors: The local competitors are as follows Betelco Ltd. Saifpowertec Ltd. Micro electromics Ltd. EnergypacLtd . Manpower Ltd. Intrigral Ltd. Shakti engineering Ltd. Electroventure Ltd. Mammpower Ltd. GreenPower Ltd. And some others manufactures.

(b) The foreign companies are as follows Some Chinese transformer manufacturing companies. Some Korean transformer manufacturing companies. Siemens Some Indian transformer manufacturing companies. Some Canadian transformer manufacturing companies.

6.7.6 The local companies analysis6.7.6.1 Market leader:The Energypac is the number one member in this section. The company is leading all over the company on the point of market share basically in local market. Their marketing strategy, plan, programmed, channel, transportation, communication are more distinctive others. Their monitoring system is also better.

6.7.6.2 Market challengerThe following companies are in this section due to their local market share and marketing activities. Saifpowertec Ltd. Manpower Ltd. Intrigral Ltd. Electroventure Ltd. Mammpower Ltd.

6.7.6.3 Market followerThe following companies may be categorizes in market follower section as per their market share basically in the local market. Navana electronics Ltd. Batelco Ltd. Micro electronics Ltd. Shakti engineering Ltd.

6.7.6.4 Market nicherThe following companies are categorized in the following sector. Micro electronic. Power sonic. Transpac And some others manufactures.

6.8 The competitors advantagesThe competitors are enjoying following advantages over us whose are varied competitors to competitors as following:1. Energypac They are the old & experienced in this field. Customers have past knowledge about their product & service. Practical technical knowledge. For long experienced costing is lower.

2. Betelco Ltd./ Shakti engineering Ltd./ Saif power engineering/ powermann Bangladesh Limited. They are not serious about their group name like ADEX. They can offer low price by using low quality raw materials. They manipulate the capacity of transformer between written given and supplied. Their targets are not for staying long time in the market.

3. Manpower/ Micro electronics Ltd. They came recently in this market by offering so lowest prices Their business targets are for a short time in this market. They are using worst quality raw materials. They are not thinking about their goodwill.

6.9 The advantages of Adex Group.Though transformers & Sub-Station equipments are such kinds of products whose are using for a long period of time i.e. required a long life. So, ultimately customers or users choice is supposed to be quality.Adex Group is emphasizing the quality, because of that, our product will run for a long time and the product will attract the customer, ultimately will get our customers by providing quality and service.

6.9.1 Positioning strategies of Adex Ltd.We are with the best quality and reliable service.So our Slogans are: Adex committed to quality Power is Our Business, We Keep You Ahead Let Adex take care of your power problems and the entire letter issued from us, we are writing. Thanking and assuring you of our best services at all times

6.9.2 Present communication strategies tacticsMarketing tactics for sales promotions and distributions:1. Advertisement: We are advertising about our product to the Daily News papers various magazines for informing the News we are manufacturing these products.2. Brochures:In the brochures we are highly lighting our factors and specification to inform the customers for the product selection.3. Direct marketing:we are direct marketing through our marketing force and also by the telemarketing. We are offering through e-mail also and we have wave site for showing of valued customers.4. Agent:We are marketing our product through our almost 50 agents all over the country, and they are selling our products by exchange of specific commissions.5. Sister concerns:We are marketing our products though our sister concerns like Adex Lighitng, Megacon Ltd.

6.9.3Pricing strategies of ADEX Ltd.ADEX Group is following the cost-oriented approaches for selecting the price, because our clients would like to stay with us for a long time, So first time we also would like to earn at least break even for providing our product and service quality for capturing good market share for us. After earning that share, we will go for demand oriented approach. Presently our price is equal or some time higher than the maximum market shareholders.

Comparative price chart of various companies

CapacityADEXpriceEnergypacpriceForeign CompaniesOthers Bangladeshi product

AGE priceSiemens priceChinese priceLow quality priceWorst quality price

100KVA2.482.453.003.201.902.102.30

150KVA3.333.304.004.302.502.802.30

200KVA4.394.405.305.703.303.703.10

250KVA5.025.056.106.603.804.303.60

315KVA8.748.7510.6011.406.607.506.20

400KVA10.9911.0013.2014.308.209.307.70

500KVA13.3813.4016.1017.4010.0011.409.40

630KVA16.1416.2419.6021.2012.2013.9011.40

750KVA18.6518.8022.6024.4014.1016.0013.20

800KVA20.0020.8525.1027.2015.7017.8014.60

1000KVA25.0025.7531.0033.5019.4021.9018.10

6.9.4 SWOT analysisThe SWOT analysis of Adex Corporation Ltd are described below:

6.9.4.1 StrengthAdex Groups strengths are as under: Financial solvent & ableness:Adex is a solvent & able organization in Bangladesh. Goodwill:Adex Group earns big goodwill by proving quality products and services to our existing customers. Reliability:Adex has a countrywide reliability and good acceptance which is strength of the company. Technically sound:We have a big educated and experienced technical group. They are engaged full time for R&D and production area and service area. Research and development:We are spending more than 5% of our total revenue on research and development of the various products Similarity of products:Our new products are similar type with our existing power and electrical product. So, we can train our people with a minimum cost.

6.9.4.2 WeaknessesFollowing are our weakness in the present situation: Price:To maintain the quality we cant produce cheaper products. High quality means high quality raw materials which means higher cost. We cant produce cheaper products, as because we cant meet the cheaper price this is a weakness for us. Quality raw materials from aboard:We are getting all raw materials from foreign country. At the point of import, we are paying higher rated duty, VAT and Taxes which increases our prices and this is also a weakness. Customer Awareness:Our country customer are not aware about the quality, they are sensitive about price.

6.9.4.3OpportunitiesAdex has big opportunity in technical field and financial field whose are as follows We have technical opportunities We have financial support from the bank. We have opportunities to export the product in Nepal, Sri Lanka, Myanmar and South Africa. For the better quality Adex may get Govt. subsidy for getting government order.

6.9.4.4ThreatsIn Bangladesh all the industries are facing the threats of products dumping market, we also face same. The Adex Group has the following threats: Customer for quality:As we calculate that ultimate in the long run customer will go for quality if this assumptions is failed then it may be created a big problem in our near future. Foreign manufacturers:If other foreign manufacturers invest in this sector with their equipped technical support then we will have to face strong competitors that might be a dangerous threat for our company.

6.10 Competitve analysisFactor (Scale of 1-10)WeightAdexEnergypacMAMPower

Products0.158/1.26/0.96/0.9

Relative cost position0.256/1.58/2.08/2.0

Quality0.108/0.86/0.65/0.5

Technical Skills0.28/1.66/1.25/1.0

Advertising0.055/0.258/0.45/.25

Image0.057/0.358/0.45/.25

New Product Innovation0.058/0.46/0.34/0.2

Customer Service Capability0.158/1.26/0.95/.75

Sum 1.0058/7.354/6.743/5.85

7. Findings1. Marketing executives should be given training on service Marketing.2. The organization may conduct a survey in its target market area regularly for founding more business scopes.3. The Marketing Strategic division is to be staffed with more qualified and experienced personnel.1. It has brand image to all types of people. But the negative side of this is poor or rural people are not more habituated with this. Because they are not connected with modern world.2. More advertisements needed.3. Improved technology.4. Skilled labor force.

8. Recommendation andSuggestions8.1 Suggestions Adex Group has a great golden prospect in the power sector with providing some modification. At this context, my suggestions are given below: Marketing channelWhatever marketing channel is running in Adex Group is not sufficient for capturing more market share. Industrial marketing channel are more essential for Adex Group Proper selection of marketing channel members. At least a marketing training should be given to the members. Motivation system should have there for the members. Periodically evaluations have to be carried out for the system. Sometimes channel arrangement should be implementing. Marketing logistic support should be properly implemented.

Marketing communicationMarketing communication is one of the vital parts for any marketing organization. The marketing communication of Adex Group is not up to the standard that it should have been. So it is the one of the obstacle for proper marketing. The following communication may be implanted:

AdvertisingPresent advertising system in not enough for mass marketing. We should take advertise on the daily newspapers, magazines. It may be packaging inserts or packaging outer. We need some posters and leaflets. At the important places, some billboards and display may be more essential.

Sales PromotionsSome sales promotions may be included in the existing system. Premium and gifts may be added. Rebates and warranty must be assured. Free goods or price-off also important tools.

Public RelationsThe public relations may as follows: Publication is necessary for our company. Public-service activities are a good process for recognizing the company. Identify media may be also a good idea about this.

Managing sales forceSales forces management is the important topic for mass marketing. The following items may be suggested. The company will have to design actual sale force i.e. what number of sales are required. Proper management should be maintained. Training systems for the sales force. Motivating, evaluating systems should be there. Compensation process should be maintained always. Reduce the sales force turnover. Proper logistic supports are needed for sales forces which is not available at present.

Managing direct marketing and on-line marketingUnder this heading, I can suggest and have to maintain the following Face to face selling, direct mailing, telemarketing, on-line marketing should be properly monitored.

Pricing systemPricing is the most sensitive issue for mass marketing. But our price is higher than any others competitors. This higher price also is affecting our marketing development. So, my suggestions are as follows: Overhead should be minimized so that the price will be more competitive. Proper material sourcing should find out so that material purchase price will be as lower as possible. Without saving the purchase point, selling will have not to be competitive. Wastage should be also minimized by using precious machines. Precious machines with quality operations are needed for quality product and competitive price.

Managing the total marketing effortThe following should be controlled under this section. Annual-plan control i.e. sales analysis, marketing share analysis, financial analysis and market based scorecard analysis should be monitored and controlled which are not actively practiced in our company. Profitability control i.e. marketing profitability analysis and determining the problems and should take necessary corrective actions. Efficiency control must be analyzed, monitored and also should take necessary measures that includes sales force efficiency, advertising efficiency, sales promotion efficiency and distribution efficiency. These practices are not analyzed in the existing system.