OTOBI LimitedPREPARING A MARKETING PLAN FOR BOOKSHELF | MARKETING 202

ABOUT OTOBI LTD.Otobi, is a leading furniture

maker company in Bangladesh. The company was established in 1975 by Nitun Kundu. Within a relatively short period

About ProductOtobi Ltd. in 2010 introduces bookshelf on

their product line

CustomersOtobi controls almost 80% of the country's

furniture market at present

Competitors

Marketing Opportunities & IssuesSWOT Analysis

Strengths – Experience, Brand Value, Location, Financial Support, Loyal Customers

Weakness – Marketing Expertise, Poor Quality, Undifferentiated Product & Services, Suppliers

Opportunity – Developing Market, International Market, The Price and Quality

Threat – New Competitors, Price war, Competitor’s Channel, Downturn in Economy

Objectives

Increase sales volume Develop new market, increase growth and share of

business over the upcoming one year period Establishing a strong distributor relationships Provide superior value to customers Enhance Online presence

Marketing Strategy

Market Segmentation – Geographic, Demographic, Psychographic

Target Markets – Students, Intellectual Persons, Luxury Class and School/College, Office

Positioning Strategies based on Marketing Mix (Conti…)

Strategies Based on Marketing Mix (4Ps)

Developing 4ps along with vision, mission and goals. 4ps-

Product – Quality, Design, Features, Varieties Price – List price, Discounts, Credit TermsPlace – Channels, Coverage, Location, Transportation

Promotion – Advertising, Public Relation, Sales Promotion

Control Marketing Objective Performance Measurement Comparing result against Standards Correction and Alteration

ObjectiveWhat do we

want to achieve?

Performance Measurement

What is happening?

Comparing

Why is it happening?

Corrective Action

What should we do about

it?

Conclusion

If the company can identify the correct choices and preferences of design, quality and other related stuffs that affects customer buying behavior Otobi Ltd. can revive the product.

Thank You