research by shajib

7/31/2019 RESEARCH by Shajib

1/52

1

Research on

Developing A MarketingPlan

For

ACCESS INFOTECHLIMITED


2/52

50

REPORT ON

Developing A Marketing Plan

For

ACCESS INFOTECH LIMITED

Prepared for :

Ehsan Uddin AhmedCourse Teacher

Marketing Research

Prepared by :

Asadullah A.S.M (04-05161-3)


3/52

50

Ferdous Rashed (04-05027-2)Faruque Bhuiyan Asif Adnan (04-05130-3)Afrin Sadia (04-05172-3)

Date: 27. 12. 07

American International University - BangladeshDhaka

December 27, 2007.

Course Teacher

Marketing Research

Institute of Business Administration

American International University - Bangladesh

Dhaka.

Sub : Submission of Marketing Research Report.

Dear Sir,

I am very pleased to submit my 'Marketing Research' report on ' Developing A Marketing

Plan For ACCESS INFOTECH LIMITED' which was assigned for the requirement of

the course.

It is a great and worthwhile experience for me to work for such a enlighten issue of

housing crisis in Bangladesh. The assigned work has given me an overall idea of the

housing industry, status of housing finance requirement & availability and also of some

possible solutions to the current housing crisis in Bangladesh particularly in the city of

Dhaka.

I would also like to thank you for your supportive suggestions and help for this report.


4/52

50

Thank You.

Sincerely,

Asadullah A.S.M(04-05161-3)

Ferdous Rashed(04-05027-2)

Faruque Bhuiyan Asif Adnan(04-05130-3)

Afrin Sadia(04-05172-3)

Acknowledgement

While conducting and preparing this report we were fortunate enough to get

support and co-operation from Mrs.Sadia Sultana, Marketing manager of

Access Infotech Limited, Mr. Mohammad Ali, Registration Dept, NSU, RafiqulHoque, Director, Tokio Super shop, Anamul Hoque, Senior Marketing Manager,

Business Automation Limited, and all the employees and the people giving

their precious time to fill our survey to whom we shall always remain grateful

and we feel these words are insufficient for the same. We would also like to

thank our colleagues who also helped us in completing this paper.


5/52

50

EXECUTIVE SUMMARY

Software Industry in our country is a very wide and competitive one today and

is booming every day. In todays age of Information technology, when all are

looking for simplicity with the aid of science and technology, the softwareindustry plays a huge role in making ones life easier, simpler and efficient. We

have quite a few software companies in our country. Among them one such

company is Access InfoTech Ltd.

Access InfoTech Ltd is formed with a vision to provide state-of-the-art IT

solution to the corporate houses. They are aiming to be a leading software

company in Bangladesh with a rich background in software development in a

broad range of technologies. The company was set up in September 2006 with

an employee number of 15 people. In this report we have tried to provide an

overview of the software industry of our country, their operations, the market

potential and have undertaken two types of interview. The first one, a

questionnaire survey designed for the potential users of software products to

understand their expectation, buying behaviour, and what they have to say for

Access InfoTech Ltd. is making. We also took a few number of interviews with

the top management and employees of some of the leading software

companies of our country and also one of and International Software company


6/52

50

to make an analysis of their existing business and also we have portrayed their

marketing mix. Finally we have gone through extensive interview and

information gathering of Access Infotech ltd to judge their current market

position, where they lack behind in comparison to their competitors, and what

are the drawbacks. Finally, we have provided some recommendation in the

form of a Market Access Plan for Access Info Tech Ltd which we believe if

implemented successfully will definitely help them erase their current losses

and emerge itself as one of the most successful Software company.

TABLE OF CONTENTS

ACKNOWLEDGEMENT

EXECUTIVE SUMMARY

1.0 INTRODUCTION ( 07)

1.1 Problem Statement ( 07)

1.2 Research Objectives (09)

1.2.1 Broad Objectives ( 09)

1.2.2 Specific Objectives (09)

1.3 Limitation of the Study (10)

2.0 STRATEGY AND METHODOLOGY (11)

2.1 Area of Investigation (11)

2.2 Techniques Used to Collect Data (11)

2.3 Sampling (12)

2.3.1 Population (12)

2.3.2 Sampling Unit (12)

2.3.3 Sample Frame (12)

2.3.4 Sample Extent (13)

2.3.5 Sample Design (13)

2.3.6 Sample Size (13)2.3.7 Selecting the Sample (14)

3.0 RESULT SECTION (15)

3.1 Clients Part (15)

3.2 Executives & Owners Part (17)

4.O FINDINGS (29)

4.1 Current Industry Situation (29)

4.2 Government Legislation in Software Industry (35)

4.3 Marketing Environment Analysis(35)

4.4 Business Portfolio(37)4.5 Clients Profile of the Concerned Segment (37)


7/52

50

4.6 Clients Expectation & Demand (38)

4.7 How the Price Fluctuations Effect Change in Clients Buying Behavior (39)

4.8 Competitors Analysis (40)

4.9 Current Brand & Image Position (42)

5.0 RECOMMENDATION (44)5.1 Market Plan for ACCESS INFOTECH LTD (44)

- Ansoff Matrix Analysis

- Marketing Mix Analysis

- Branding

6.0 CONCLUSION (48)

Bibliography (49)

Questionnaire (50)

1.0 INTRODUCTION

In a developing nation like Bangladesh having an economy which is

very much dependent on primary agricul ture and a fu ll f ledged

manufacturing boom stil l eluding, the high-end knowledge industry-

such as software sector, cannot be generally expected to have lot of

built-in driving forces to grow within. Demand side problems like low

demand o f sof tware in the domestic marke t and supply s ide

problems l ike lack of quali fied programmers and insti tu tional

support are major factors have been keeping the growth path of the

industry relat ively f lat. However, the recent trends depicts that -

despi te a ll the odds - the industry has conceivably reached a

formative stage and in the coming years, poised for high growth.

1.1 Problem Statement

Access InfoTech Ltd is formed with a vision to provide state-of-the-art IT

solution to the corporate houses. They are aiming to be a leading

software company in Bangladesh with a rich background in software


8/52

50

development in a broad range of technologies. The company started its

journey in September 2006.

The company is proud of its capability to provide the right solution at the

right time. Access InfoTech Ltd. is a one stop outsourcing model that

transparent and streamlined. Access InfoTech Ltd. also offers hardware

solution to the clients through its in-house experts. Their goal is to

provide global standard, cost-effective, user-friendly, optimized and

reliable solutions to their clients.

Software engineering is the practice of using selected process

techniques to improve the quality of a software development effort. They

believe a methodical approach to software development results in fewer

defects and, therefore provides shorter delivery times and better value.

At present Access InfoTech Ltd. is marketing five types of

Product. They are:-

Access POS System

Access University Management System

Access Human Resource Management System

Access Track and Trace Solution

Access Web Development Solution

The software industry in our country is a growing one. Anddue to the demand of automation and IT implementation, many

software companies are emerging into this market every now

and then. Access InfoTech Ltd. is one such company who has

a mission to prosper in this sector and gain major market

share. Today, its been over one years of operation of Access

InfoTech Ltd. , and are now operat ing wi th the above

discussed products and services. But now this company isfacing some serious problems. One of the main problems that


9/52

50

are company is facing is fai l ing to capture the market share.

The company hasnt yet been able to reach i ts break even

point. And it is continuing to suffer loss. Some of the major

causes for this continuous loss for the company is not being

able to create a brand image of their products, and hence the

company i tsel f. They fai led to c rea te requi red level o f

awareness to their target consumers about their product and

the existence of the company. Another important factor is that

there is no specific standard pricing strategy for the particular

sof tware product in the sof tware market; as a resul t the

f luctuat ing price rates of their products often confuse the

customers. And fi nall y the exi stence of their strong

competitors in the market makes them overshadowed in the

marketplace.

The purpose of the study is to further investigate what are the

exact factors behind the continuous loss of this company, an

in depth study on the present software industry of our country

as well as to recommend some strategies on how they can be

a profitable company and create a brand image in the market.

1.2 Research Objectives

1.2.1 Broad Objective:

The broad objective of the study is to develop a successful

market plan for Access InfoTech Ltd.

1.2.2 Specific Objectives:

The specific objectives of the study are:-


10/52

50

i) To know the current industry situation.

ii) To know about the Government legislation in software.

ii i) Competitor analysis.

iv) To know the clients expectation and demand.

v) To asses the change in consumers buying behavior and

thei r at ti tude toward the p ri ce f luctuation of Sof tware

products.

(vi) To estimate the market mix.

vii) To create a strong brand image and position in the m arket.

1.3 Limitation of the study

The marke t s ize o f Sof tware Indus try is very large and a lso

diversi f ied to cover within the l imited t ime and resources. In the

study only Dhaka ci ty is considered as the sample extent. As a

result it is not possible to judge the overall situation from the result

of the study.

Sometimes Clients are confused what they are asking for, so it s

d if ficu lt to sor t out the c lear answer f rom them. To col lec t the

information we have relied on both primary and secondary data. as

a result in case of interviewing process, some people were not so

coop erative and we were not able to get all the required

information. In case of secondary data also, some company didnt

have enough information about their operational activities.

Sample size for the study was determined by the l imitation of t ime

and resources. This was another limitation to obtain more accurate

result.


11/52

50

2.0 RESEARCH METHODOLOGY

2.1 Area of investigation

The market size of Access InfoTech Ltd. was very large to cover

within the l imited time and resources. For this l imitation as well as

per the instruction of the organization the study was performed only

within Dhaka city.

2.2 Techniques used to collect data

Questionnaire: An open ended Questionnaire was developed to

collect information from the potential clients.

Interview: Top execu tives o f the sof tware companies were

interviewed on the basis of a structured interview format.

Observation: To understand the buying behav iour and the

demand of the cl ients, more accurately observation was used as a

helping tool for overall perception.


12/52

50

Secondary information: Secondary information was collected

by reviewing reports, newspapers, journals, relevant documents and

from the official websites.

2.3 Sampling

2.3.1 Population:

Our population considered for the study comprises of people

owning companies as well as private organizations such as

Banks, Universities, Freight forwarding companies and many

other small companies looking or going for automation. As wealready know the software industry is a huge one and wel l

diversif ied, so the buying behaviour is not only restricted to

the pricing factor. Rather the amount of benefit that the clients

are getting is of more importance to them.

The second group of population comprises of the producers.

That is the people owning software companies. In other words

the competitors of Access Info Tech ltd.

2.3.2 Sampling Units:

Small organizations: small retail shops, as well as privately

owned small companies like Buying House.


13/52

50

Medium organizations: Super shops, f re ight forward ing

companies, fashion houses and many other such

organizations.

Large organizations: Banks, Universities, hospitals, Ngos

etc.

Competitors organizations: South tech l td ., Business

Automation ltd, and Synes is IT.

2.3.3 Sample Frame:

The study was performed through selection from the above

discussed four segments. We have chosen some companies

from each segment, and all the companies from the

competitors company.

2.3.4 Sample Extent:

Dhaka metropolitan city.

2.3.5 Sample Design:

Potential clients (small / med / large organization) ---Systematic Random Sampling.

Competi tors (other software companies) ---- Systematic

Random Sampling.

2.3.6 Sample Size:


14/52

50

The population size for the study was very large and for that

the determination of sample s ize was based on the t ime

limitation and resource constraints.

For Potential clients: There are many potential clients within

Dhaka metropolitan city. So, covering all of these clients was

not possible, from our systematic random sampling method,

the number of clients that we have chosen, from each class is

4. so the total number of c lients taken was 12. The t ime

allocated to cover these clients was 7 days.

For competitors: sof tware Industry is a b ig competi tive

market. So the total t ime duration for the f ield study of these

competitors took was 5 days. It was not possible to cover al l

the major competitors industry. We just concentrated on the

big names in the software industry.

2.3.7 Selecting the sample:

Clients from mid to higher income group are most likely to be

the potential clients for software products and services.

QUESTIONAIRE

To understand the buying behavior of the potential clients we have

made an open ended question and went to a survey of 12 different

organizations. The questions also provided scopes to f i l l in about

thei r respec ti ve company overview, thei r reac tion towards

automation and their perception towards Access Info tech ltd.

INTERVIEW

We have also taken some extensive interviews with some of the top

executives of o ther sof tware companies such as South Tech,


15/52

50

Synesis I t , Business Automation Ltd. and BASIS. Also we have

conducted an in-depth interview with Access InfoTech Ltd. to know

their present condit ion and competi tive position in the software

industry.

To develop our market plan for Access InfoTech Ltd. we needed to

col lect as much as information and data as possible f rom i ts

competitors company. As a result while interviewing with the above

mentioned companies, we have queried about their products and

services, the strategies that they follow, their promotional activities,

and the overall companys performances.

In case of Access InfoTech Ltd., our interview comprised of their

p roducts and services, a ll o f thei r ex is ting s trateg ies , the ir

promotional activities, their future vision and objectives and all the

other relevant information required to develop the Market plan for

this company.

3.0 Result Section

The study was conducted through two types of interview

procedures. One was a survey for the c lients of the sof tware

products & services while the other was a direct one to interview

with the executives and owners of di fferent software companies

along with Access Infotech Ltd itself. Systematic random sampling

was used for surveying the potential clients. One questionnaire was

developed according to the required objectives of the study. For the

unavai labi li ty of any complete l ist of the sample as wel l as

considering time and resource constraints a degree of confidence

level was not possible to implement in the study. Throughout survey


16/52

50

period a total of 12 clients could be covered and a total number of 5

software firms were screened for the result section.

3.1 Clients Part

A) Respondents ' Name, occupat ion, age, was asked in

question 1,2 & 3. The main reasons for asking those questions were

to know the consumers profile of the concerned segment.

After observing question: 2, we can see that 8 of the respondents

do business, 4 are in service. The majority of the respondents are

self employed.

After observing question: 3, we can see 3 of the respondents are

below 30 years and 9 of the respondent are above 30 years old.

This is a good indication for the future prospect of the Organization.

B) Question 4 to 9 were asked to know the

- Company size

- Company approach towards automation

- The benef its they seek f rom automat ion

- Their preference in compar ison between domestic &

international software products.

After analyzing in Question: 4 we see that 2 among the selectedClients related with retail business, 2 of them related with buying


17/52

50

house business , 2 of the respondents a re involved in f re ight

forwarding business, 2 of the respondents are involved in super

shops, Another 2 of the respondents are working in Banking Sector

and the remaining 2 r espondents are working in Private universities.

For the reason of occupation pattern and income level i t is quite

natural for this segment to have possibil i t ies to purchase software

products.

C) Quest ion 10 and 11 are asked to know the cl ien ts

knowledge about Access Infotech Ltd Company and its products.

After analyzing the 2 Questions: we see that 8 among the selected

Clients were not aware about the company name & i ts products.

Rest of them heard about the company & i ts p roducts f rom

Newspaper, Brochure and Magazine advertisements. So we can see

that a major ity o f the sample populat ion is not aware o f this

company.

D) Question 12 to 15 was asked to know the cl ients need &

want as well as expectation towards automation of their respected

organizat ion. This portion comprises of the price that they are

wil l ing to provide to the software company, while the expectation

level varies from clients to clients, while the after sales service was

most important issue for all the clients.

E) Quest ion 16 and 17 were asked to f ind out the c lients

suggestions about Access Infotech Limited & its products. Since the

majori ty of our survey sample was not aware of the company so

specific company oriented feedbacks was not avai lable. Rather

general recommendations were put up by them. While the remaining

ones who are aware of th is company raised quest ions about the

rel iabi li ty o f Access InfoTech L td .s p roducts. One common

recom mendation that they provided was to i ncrease the

advertisement of their products as the market is not aware of their

products.


18/52

50

3.2 executives and owners part

Here the interview were taken to some of the major competing

companies of Access InfoTech Ltd. the interview was an elaborate

one comprising of all the relevant information about their respective

companies , company overv iew, an in dep th analys is o f the ir

marketing mix, the strategies that they undergo, while Synesis IT,

an internat ional company operat ing in our country, we also went

there to understand the wor ldwide potential o f this industry in

respect to our own and what wil l be the possibil i t ies and scopes if

Access InfoTech Ltd. wants to extend in near future.

The last part of our i nterview was with Access InfoTech Ltd. in

this segment we have t ried to cover a ll o f thei r sec tors . Our

interview was not onl y limi ted to the executives and top

management, but also we took interviews with their employees such

as programmers, developers, animators as well as the marketing

department officers.

Southtech Limited

Southtech is a consulting house and an ICT

solution provider. Their customers typically

engage to analyze their business processes

and thereafter assist them in their

technology-driven business transformations.

They have proven domain knowledge in

areas of banking and finance, enterprise

resource planning, web-based application development, retail and wholesale


19/52

50

management, human resources management, hospital management and

restaurant management.

Southtech is the largest ISO 9001:2000 Certified software house in Bangladesh

for software design, development, maintenance and sales. They are a Gold

Certified Partner of Microsoft, an Oracle Partner, and an IBM Business Partner.

Their approach is to have specialized multi-disciplinary resources available to

their clients on a dedicated or on a need basis. They have experienced project

managers, solutions architects and developers that can help to attain clients

short or long term business objectives.

Marketing Mix:

Solutions:

o Enterprise Resource Planning Solution

o Retail Management Solution

o Integrated Online Banking Solution

o Micro Finance Management Solution

o Restaurant Management Solution

o Human Resource Management Solution

o Health Care Management Solution

Services:

Their in-depth technical expertise, mature process management model

and pragmatic delivery oriented approach help clients achieve flexibility

and meet tight scheduling demands. Having gained years of experience

from different industry verticals and expertise in cutting edge technology,

Southtech delivers high impact solutions that best fit their clients unique

business needs.

They offer software development services such as:
http://www.southtechlimited.com/Html/ERP.htmhttp://www.southtechlimited.com/Html/Retail.htmhttp://www.southtechlimited.com/Html/Banking.htmhttp://www.southtechlimited.com/Html/MicroFinance.htmhttp://www.southtechlimited.com/Html/Restaurant.htmhttp://www.southtechlimited.com/Html/HRMS.htmhttp://www.southtechlimited.com/Html/HealthCare.htmhttp://www.southtechlimited.com/Html/ERP.htmhttp://www.southtechlimited.com/Html/Retail.htmhttp://www.southtechlimited.com/Html/Banking.htmhttp://www.southtechlimited.com/Html/MicroFinance.htmhttp://www.southtechlimited.com/Html/Restaurant.htmhttp://www.southtechlimited.com/Html/HRMS.htmhttp://www.southtechlimited.com/Html/HealthCare.htm


20/52

50

Prototype Design and Development

Application Development and Customization

Web Applications Design and Development

Web Services

Pocket PC and Smart Phone Application Design and Development Interface and Component Design, Development and Integration

SWIFT Interface Development

Relational Database Design and Development

Documentation Development

Software Maintenances

Price

This means that the software project in question is described in the

available documentation in sufficient detail, thus enabling them to

estimate the scope and complexity of the project and to provide a fixed

price. In this case, the technical documentation, the project delivery

schedule and the final price are stipulated in the contract.

When the project scope cannot be identified precisely at the moment (for

instance, due to the very complex nature of the project or when a project

is expected to last several years), another mutually agreed up model isused.

Southtech provides cost-effective offshore software development

services to partners around the globe. Projects delivered by the

company can yield up to 65% of cost related savings when compared to

similar jobs done by the firms in North America or Western Europe,

without compromising quality.

Place

Southtech Limited specializes in customized enterprise software

application development that is tailored to meet our clients business

needs in niche verticals such as: banking, microfinance, retail, hospitality

service management. Our clients benefit from our seamless coordination

of business strategy with technology realization and from our expertise
http://www.southtechlimited.com/html/services.htmhttp://www.southtechlimited.com/html/services.htm


21/52

50

in focused industries, emphasis on quality, cost-efficiency and cross-

technology capabilities. In particular, we have provided comprehensive

solutions for clients such as:

BRAC Development Program

Nandan Mega Shop

Dhaka Sheraton Hotel

European Union

Sonali Bank

Bangladesh Shilpa Bank

AB Bank Limited

Banco Trans World Limited

Uttara Bank

Southtech Limited

Promotion

The company believes in corporate selling since they already

have a good bunch of establ ished Bangladeshi Companiesunder their bel t , so they are happy serving their respected

cl ients. So they dont undergo massive promotions. Rather

their promotion involves giving offers and discounts to the

corporate clients.

Business Automation Limited

Business Automation, since inception in December 1998, has delivered number

of successful quality solutions for global companies, SME and Government

agencies for improving their business operation. Recognition of their deployed

solutions has been marked by receiving 6 awards from BASIS and BCS. With

these inspirations, the company is committed to deliver more quality solutions

to the clients.


22/52

50

The company has acquired domain knowledge of solution development for

several industry verticals (e.g. Financial Institution, FMCG and Telecom) and

development platforms. It is flexible in designing the solution for achievingclients needs. The company has talented technical professionals who are

working under a challenge to develop international standard solutions. The

team has proved their efficiency in meeting the quality and cost effective needs

of the international companies and capable to serve overseas clients.

Product and Services

With long term presence in the market, Business Automation hasdeveloped many solutions for international companies operating in

Bangladesh, large corporate and Government agencies. The company

has acquired domain knowledge of solution development for several

industry verticals (e.g. Financial Institute, FMCG and Telecom) and

development platforms. The company is flexible in achieving clients

needs. The company has talented technical professionals who are

working under a challenge to develop international standard solutions.

The team has proved their efficiency in meeting the quality and cost

effective needs of the international companies and capable to serve

overseas clients.

Recognition of companys implemented solutions has been marked by

receiving 6 awards from BASIS (Bangladesh Association of Software

and Information Services) and BCS (Bangladesh Computer Society).

Price

They do not have any fixed price rate. Being a renowned and

award win ing company they usual ly charge h igh for the ir

p roducts and servi ces. Thei r pr icing var ies upon the

requirements and customization of each individual client.

Place


23/52

50

Business Automation is Member, Intel Communications Alliance,

Authorized reseller of Envox & Adobe, Solution partner of Grameen

Phone (Telenor Bangladesh) for corporate SMS solution. It is member of

BASIS.

With long term presence in the market, Business Automation has

developed many solutions for international companies operating in

Bangladesh, large corporate and Government agencies. The company

has acquired domain knowledge of solution development for several

industry verticals (e.g. Financial Institute, FMCG and Telecom) and

development platforms. The company is flexible in achieving clients

needs. The company has talented technical professionals who are

working under a challenge to develop international standard solutions.

The team has proved their efficiency in meeting the quality and cost

effective needs of the international companies and capable to serve

overseas clients.

Promotion

Their promotional strategies includes event part icipat ion,

charity work, etc. other than that they use promotional tools

l ike brochures, magazines, pamphlets, etc. Like South tech

ltd. Business Automation Ltd. also doesnt believe in mass

advertising, rather they focus on sat is fy ing the ir exist ing

clients. And the promotions that they m ake are target oriented

to this group of clients mainly.

Synesis IT

At Synesis IT ("Synesis"), our mission is simple: to help you achieve the results

that define business and technological success on your terms. For many years,

Synesis has enabled our clients' to achieve success through industry-specific


24/52

50

expertise, quality services and collaborative relationships based on core

business values. All of this, with professional integrity right at the center. From

their corporate leaders to their New York and worldwide network of associates,

they are dedicated to helping corporate and public sector enterprises achieve

and sustain measurable results.

Products

Synesis IT ("Synesis") is the global leader in developing cost-effective,

web-based Business Technology Optimization (BTO) software and

services. Our low cost Just-in-Time Business Software - including the

industry-focused Customer Relationship Management (CRM) and Office

Management System (OMS) applications and other industry specific

software - as well as our IT governance and implementation, support

and training services are used by public sector entities as well as a wide

array of Fortune 100 and mid-sized companies to maximize their IT

value.

Customers buy our products and services for two reasons: Firstly, to

ensure that they work on the right priorities, with the right processes and

the right people. Secondly, to optimize the quality, performance and

availability of their existing applications, or to replace them with lower

costing, scalable alternatives thereby ensuring they deliver the value

expected by their business for its growth.

Our unique, flexible, customer-centric delivery model helps us deliver theright solutions to each customer at the right price. And our financial and

development resources, proven vision and ability to execute ensure that

those solutions yield meaningful business value.

Price

Since they are an International company operating all over the world so

they are set up charge when compared to the other regional software


25/52

50

companies is very high. As a result, they also charge very high and in

dollars. Apart from that, the company did not provide us any more

specific information.

Place

Being a global company, they have clients all over the place. So they are

focused on covering all the major cities around the world like New York,

Dhaka, Toronto, Bombay, and other countries in the Middle East.

Promotion

Since their operation is globalize, so instead of regional promotions, they

focus on standard promotional tools that will be applied to every country.

Their promotional activities are conducted by an advertisement firm who

takes care of their advertisements.

Access InfoTech Ltd.

Access Info Tech Ltd. is a emerging

software company in Bangladesh. Access

InfoTech Ltd. focuses on meeting the

business world's rapidly changing web

enabled software and automation

requirements. They have top management

having years of experience working onsoftware and web development and with a

team of skilled developers working technologies from database to total

business automation solution.

The company is proud of its capability to provide the right solution at the right

time. Access InfoTech Ltd. is a one stop outsourcing model that is transparent

and streamlined. Access InfoTech Ltd. also offers hardware solution to the


26/52

50

clients through its in-house experts. Their goal is to provide global standard,

cost-effective, user-friendly, optimized and reliable solutions to our clients.

Software engineering is the practice of using selected process techniques to

improve the quality of a software development effort. They believe a methodical

approach to software development results in fewer defects and, therefore

provides shorter delivery times and better value.

Product and Services

Their mission is to provide customized automation solution to their

clients. They shall strive to grow this business through consistently

exceeding their clients expectations and moving up the value chain in

their own spheres of businesses. They shall make the ICT meaningful to

all. Access InfoTech Ltd. currently has various lines of customized

softwares developed on the demands of their wide range of clients.

Some of their primary products include web development, e- commerce,

software development, hardware solutions, etc.

Access Web Development Solution

A truly well designed website can turn into a strong marketing tool, the

primary objective of which is to accentuate company's identity, thus

enabling to differentiate from competition and making business succeed

in the highly competitive biz world. By addressing their highly-qualified

team of professionals will attain a full spectrum of website services.

Deploying the most advanced technological tools, their team ofprofessionals is equipped to provide fresh and creative design and

graphic solutions, giving the website a distinctive and eye-catching look.

Their designs are user-focused and easy to navigate. They aim at the

creation of well-balanced websites, which presupposes harmonious

combination of many essential constituents.

Access E-Commerce Solution


27/52

50

Their e-business solutions are built for companies that plan to grow and

profit from the Internet. They have modern business applications tailored

precisely for their clients. At Access InfoTech Ltd., they take into

consideration the clients current requirements and use existing

technologies e.g. XML Web services, .NET, databases and networks to

provide these clients with the most effective business presence whilst

maintaining a robust improvement program to identify areas for

continued improvement. Whether it is Web Applications or Turnkey E-

commerce Solutions, Access InfoTech Ltd. has the expertise and

experience to perform skillfully and professionally.

Software Development

Access InfoTech Ltd follows a process oriented development

methodology specially designed to minimize project risks and

development time. They design, develop, deploy and maintain

enterprise-level web applications from the ground up that have

consistently enhanced bottom line results for their clients. Their main

focus is to create business solutions that address specific business

goals rather than merely providing technical solutions. Under this service

the products that they offer are as follows:

Access POS System

Access University Management System

Access Human Resource Management System

Access Track and Trace Solution

Place

Access InfoTech have segmented their major customers and users into

4 categories. On the basis of their respective demand as to what type of

softwares they need. For example the softwares required for

educational institutions will vary from that of freight forwarding

companies. The following table gives us a clear picture of their

classification of their major customers and users.


28/52

50

Government Organizations:Dhaka Customs Agents Association (DCAA)

Educational Institutions:

North South UniversityBir Shreshtha Noor Mohammad Rifles Public School and College

Freight Forwarding Companies:Association of Cargo Agents of Bangladesh (ACAB)

All-trans Cargo Services Ltd.

Xpress Intl Bangladesh Ltd

Exclusive Trading International Ltd.

Others:Hatil Complex Ltd.

Organ Developments Limited.Official Web Partner of National Furniture Fair 2007

Guide Tours Ltd.

Paradise Garden Hotel Limited

Bangladesh Automobile Distributors Association

OSCAR Nominated Movie Matir Moina

Paradise Cables.

Excel Socks Industries Ltd.

TheDailyJobs.Com

South Asian Tourism

And lots more

Price

In case of pricing, their pricing format varies according to the needs and

demands of the respective customers. For example the set up of POS

itself will be cheap if it is being set at only one point. But if a big

superstore like Agora or Nandan requires POS set up, the pricing will be

very high. As a result, like their competitors, Access InfoTech Ltd. also

has customized pricing strategy.

Promotion

Their promotion strategy is indefinite and weak in nature. They do not

undergo extensive marketing and promotional activities. It is very limited

on only a few amounts of promotional tools such as,

a) Direct Selling Strategy

b) Newspapers, magazines, pamphlets.


29/52

50

c) Online advertising like in the websites, etc.

Due to their poor promotional activities, they were not successful enough

to create an awareness and identity of their companys existence and

about their product also. So this segment needs to be seriously

considered as to undergo complete reengineering.

4.0 FINDINGS

4.1 CURRENT INDUSTRY SITUATION:

Domestic Software Market

The market size of software and IT enabled service industry

within the country is estimated to be more than Tk. 300 crore/

year. With hardware (PC, Server, Network equipment) and

Internet & other network services, the total ICT industry size

would be roughly Tk 1,000 crore/year.

Of the total industry, the s ize of software segment (mainly

comprising customized and packaged software- not including

d if feren t types o f IT enabled services l ike mul timedia,

animation, digitization etc.) is estimated to be around Tk. 150

crore/year.

The l ion share o f the packaged/l icensed (of f- the-shel f)

sof tware market segment is catered by the international

software giants (Microsoft, Oracle, Sun etc.). Local software

com panies mainly cater to the custom ized softw are

development and maintenance segment of the market- though

some international software vendors have signif icant market

presence in this segment (part icular ly in banking sector,


30/52

50

MNCs, telecom companies and some large donor funded

government projects).

There are more than 300 registered software companies in the

country -employing around 4,000 technical professionals.

As a part of informat ion collection for Bangladesh Software

& ITES Directory 2005 , BASIS has done a business focus

survey across all the participating companies (more than 150

software companies including both BASIS member and non

member companies) to identify the nature of products/services

and client types of the local software industry.

The following table (Table 1) shows the business application

nature of software services/products of the surveyed software

companies.

Table 1: Products/Service Range of Local Software

Companies

Products/Services Category% of companiesoffering servicesin the particular

categoryAccounting & Financial

Management 69%Inventory Management 59%

HR Software 58%Web Site/ Web ApplicationDevelopment 57%

ERP ( Enterprise ResourcePlanning) 48%Software Implementation &Integration 46%Billing 43%

Asset Management 38%POS (Point of Sales) 37%

E-Commerce 36%Data Entry/Data Conversion 34%CRM (Customer RelationshipManagement) 32%E-Governance Application 29%

SCM (Supply ChainManagement) 27%Data Warehousing 23%

Access Control 22%Mobile/Wireless Application

Development 18%E-Learning 17%

Data Security 14%Gaming Software 6%


31/52

50

The gathered statistics shows very clearly that the demand for

sof tware services for the back-of fi ce au tomation ( li ke

Accounting/Finance, HR, Inventory, Bi l ling) is working as the

main driving force for the sof tware indus try. This is not

uncommon for the early development stage of the software

industry in any country. However, what is encouraging is that

a lot of companies have been involved in development high

value customized appl ications l ike of ERP, CRM, SCM etc.

This underlines the gradual maturing process of the software

development companies as well as the client requirements.

The high demand for front-end business appl ications (web

applications, e-governance application, e-commerce, POS)

demonstrates the h igh co-re la tion of increas ing Internet

access and use of software application in the country.

It is not surprising that two dominant sectors in the economy-

garments/ text ile and pharmaceutical , that represents a

significant portion of investment and employment in the formal

sector of national economy, are the biggest buyers of software

services. What is interesting, however, is the fact that service

sector enterprises are becoming more interested for their

process automation. Among them, the f inancial sector is the

leading buyer (almost al l of the banks have gone or in the

process o f imp lementing onl ine banking). A number o f

software companies are also developing specialized software

(bil l ing, SMS based application etc.) for telecommunication

companies.


32/52

50

One of the most encouraging facts from the Cl ient Industry

Focus Graph is - a lo t o f sof tware companies (57% of the

surveyed companies) have been building up their capabil i ty

for Government sector IT projects. Given the fact that the

government sector is potent ial ly the biggest c l ient for the

software industry, this represents a good sign for the industry

with regard to the long-term domestic industry capabil i ty to

successfully meet the government sector IT requirements. For

example, the national IT policy stipulates minimum allocation

of 2% of ADP (Annual Development Program) in IT spending

(this amounts to more than Tk. 400 crore per year), a large

portion of which is supposed to be util ized for software and IT

service procurement. Though at present the actual allocation

is far less from the st ipulated 2% amount, the high level of

strategic importance of IT sector in national development has

been inducing different Government Ministries & Agencies to

automate their processes. Already there have been some

s igns o f inc reased gov t. p rocurements in recent t imes ,

particularly for some e-Governance projects. Support to ICT

Task Force (SICT), Ministry of Planning (SICT), which is the

implementing agency of action plans of National IT Task Force

(headed by the Prime Minister), has spearheaded a number of

e -Governance p rojec ts in d if fe rent min is tr ies (wi th an

approved allocation of more than Tk. 60 crore, SICT has so

far f loated 17 e-Governance projects out of which 8 projects

have been already awarded to same number of companies).

Export Front

At present, more than fifty (50) software and IT service

companies have been exporting their services to 30 countries

in the world including USA , Canada , European countr ies,

Middle East , Japan , Australia , South Africa and some of the

South East Asian countries.


33/52

50

Table 2: Growth of Software Export During Last Four (4) years

2000-2001

2001-2002

2002-2003

2003-2004

2004-2005

(till February, 2005first eight months)

Export inUS$

(in Million)

2.24 2.8 4.2 7.2 7.38

YearlyGrowth

25% 51% 71% 77%

(over same period

last year)

Source: Bangladesh Bank

Software and IT service export, though started from a very low

base, has been growing at a very good pace during the recent

years. The export stands at 7.2 mill ion US dollar in FY 2003/4,

a growth rate of more than 70% over the previous year. In the

f irst s ix months (July-Dec, 2004) of current f iscal year (FY

04/05), the growth rate has been more than 120%.

In the coming years, there is every possibil i ty that such high

growth rate wil l prevail. In recent months, there have been a

number of joint venture contracts between some Danish

companies and Bangladeshi sof tware f irms for exporting

sof tware and IT services in European market. The local

companies that are a iming exports are a lso focus ing on

process /qua li ty improvements in l ine w ith interna tional

requirements (some companies are in the process of attaining


34/52

50

CMM cert if icates). These ini tiatives are expected to y ield

positive results in next few years.

Technical Skill Matrix of the Industry

Recently BASIS has conducted a spec ia l survey on the

technical skill sets of the software companies in the country.

55 software companies (employing more than 1,100 technical

staffs) participated at the survey and the following information

has been found. I t shows that the percentage of technical

professionals skilled in the particular technical area.

Table 3: Skill Matrix of Local Software Industry

( % of total* technical staffs of the surveyed software f irms

skilled in particular area)

Programming Language

Basic / VB 50%

C/C++/VC 28%C# 16%

Java 24%.Net 22%

HTML 34%ASP 21%PHP 18%Javabean 18%

JSP 16%CGI Perl 5%

Cold Fusion 4%

Database

MS SQL 40%

MSAcces/Foxpro 39%

Oracle 27%PHP 18%

Operating Systems

MS NT/2000 58%

Unix/Linux/Solaris 17%

Other Technical Skills

XML 21%UML 17%Lotus Notes 4%


35/52

50

Total Surveyed staffs: 1,100 of 55 software companies

The dominance o f Mic roso ft p la tforms and app lica tion

development skil ls based on this platform is very prominent

from the information presented in the above tables. However,

the trend also shows that there are plenty of human resources

available in the software f irms who are capable of working in

open source technologies.

4.2 GOVERNMENT LEGISLATION IN

SOFTWARE INDUSTRY

Generally al l the laws & regulation of software companies is

followed by company ACT 1994. When a company starts their

business in Bangladesh market, that company has to specify

their mode of operation in details. Then they have to submit it

in a written form to the department of register of Joint Stock,

Bangladesh. Then the Joint Stock careful ly s tudies the ir

operat ional activ ity, while Government rechecks & veri fies

those act iv it ies and after that they g ive authori ty to that

company to start their operation in the market.


36/52

50

Any kind of mod ification of laws or creating a new law in

software industry, are all done by BASIS.

4.3 MARKETING ENVIRONMENT ANALYSIS

The marketing environment analysis consists of micro and macro

environment for the company. Micro Environment of Access InfoTech

Limited consists of factors such as customers, competitors, etc. The big

competitors name in this software industry are- South tech, Synesis It,

Business Automation Limited. Although Access InfoTech Ltd. is

comparatively a new name in this industry, but they are growing rapidly

with increasing number of consumers to satisfy.

The Macro Environment, on the other hand, deals with PSTEL model.

Let us have a glimpse of the PSTEL model of Access InfoTech Ltd.:

Political (P): One of the biggest drawbacks is because of the political

systems of our country. Due to the political pressures, many companies

and industries are discouraged to automation process. As a result, they

are losing many potential customers. Also because of the political

instability like strikes and riots, sometimes it is difficult to meet the

deadlines of the clients and the satisfaction level of these consumer

decreases.

Social (S): In order to coupe up with the changing world and in this age of

information technology, automation is a big factor. The software industryacts as a backbone in this automation process engaging in a social

contribution and creating awareness among the people of how life can

be easier with the use of software.

Technological (T):A software company is always focused on utilizing the

available technology in the best possible manner. Access InfoTech Ltd.

is dedicated in using the most advanced technology that is available andimplements modern programming platforms such as Php, SQL, Oracle,


37/52

50

Java, etc. to build up their softwares. As a result, the softwares created

by them are simpler, i.e. easy to understand, and operate, user friendly.

The softwares are also more secured and runs much longer than other

softwares.

Economical (E): There are increasing amount of shopping malls, super

stores, Universities, hotels, etc. being set up in our country that is opting

for automation and has got a high demand for softwares. Also other big

organizations like multinational companies and banks are into

automation and this gives huge scopes for companies like Access

InfoTech Ltd. to contribute in the economy and bring welfare of the

economic system itself in a small way of their own.

Legal (L):As there is no such Law enforcement on the software market,

specially some specific laws about anti piracy softwares, so there is a

big threat of their softwares being pirated and released in the market.

4.4 BUSINESS PORTFOLIO

BCG MATRIX

MarketGrowthRate

Market Share

High Low

High

STARQUESTION MARK

Low

CASH COW DOGS


38/52

50

Access InfoTech Ltd. at present has got 5 products in the market. Now

classifying each of the above mentioned products according to the BCG

Share Matrix, we have the following products:

Access Web Solution: Star

Access POS System: Star

Access University Management System: Question Mark

Access HRM System: Question Mark

Access track & Trace Solution: Cash Cow

4.5 CLIENTS PROFILE OF THE CONCERNED

SEGMENT

The people working or owing the small or medium s ized

business organizat ions are mainly the consumers of our

concerned segment . Surpr is ingly, many people of this

segment are also from big companies such as Pro VC fromNSU, Tokyo superstore, etc.

Both the age groups ( below 30 years and above 30 years )

are not equal in percentage. The group above 30 years has

greater percentage.

The major it y of thi s segmen t i s the employees of the

organizat ions and end users of the software products and

services. They work in various organizations which are one

way or the other related to automation and software industry.

The last portion summarizes the type of operation activity that

the persons company is involved with.

4.6 CLIENTS EXPECTATION AND DEMAND


39/52

50

A major part of the survey answers shows that the company of

the interv iewee in one way or the other is automated. The

remaining ones who seeks for automation expects that the

software and automation program, if implemented should save

a lot of their daily operation time. The targeted group wishes

to have eas ier t ransaction records, dai ly update of the ir

working procedures and working i tsel f should be very easy

and comfortable. Their demand features rel iab il ity o f the

product , user f riendly and understandable and should be

cus tomized as to p rovide a max imum e ff ic iency for the

company benefi ts. Almost al l the people who attended the

survey had their preference for international software products

rather than domestic software products. The sectors which

most people wants for automat ion is the ir management

depar tmen t and HRM depar tmen t and wan ts sof tware

solutions like HRM and Management systems. Other than that,

the second most demand is web designing. in todays market,

many companies have a website of their own. Undertaking this

tradit ion, more and more companies are interested to have

their own website. Thus web development solutions also have

got massive demand among the potential clients.

4.7 HOW THE PRICE FLUCTUATIONS EFFECT

CHANGE IN CLIENT'S BUYING BEHAVIOUR

As the software market is a diversified and complex one, the

pricing factors p lays a key role in the consumers buy ing

behaviour. The initial variation among price level comes when

contrasting the domestic software products to international

products. Domestic ones are comparatively low in price than

the international ones. Yet the demand for the International

software is higher, where as in case of competition among the


40/52

50

domestic products, the demand is higher for the cheaper ones

compared to the expensive ones. Setting up the automation

system alone can be very expensive, so when asked about the

ini ti al set up cost the p ri ce margins had t remendous

fluctuating rate starting from as low as Tk 50000 and rising up

to over Tk 2000000. This huge variat ion is caused mainly

because of the variation of the software products itself and

also the size of the company. For example, if a company opts

for only developing a web page it will cost them cheaper when

compared to a company going for a complete automat ion

process in their HRM department. In spite of all these factors,

the c l ients are wi l l ing to pay high price i f they can get the

assurance of the products they are purchasing are reliable

and can be easily adapted to their own convenience. Also it

has been seen that similar products of two different software

companies have got noticeable price variations. As a result it

becomes confusing as to choosing which company to go for in

case of automat ion for a new company tha t wants to be

automated. Due to this confusing scenario, the demand for

Access InfoTech Ltd. as a brand and its product gets dec lined.

On the other hand, the purchase frequency of the software

products is increasing, the competit ion level has also raised

its bar and al l the competi tors are s lowly start ing to go for

competitive pricing strategy in order to out compete the rivals.

4.8 COMPETITOR ANALYSIS:


41/52

50

The table above gives us a clear view of the marketing mix of

the 3 software companies in context to Access Info Tech Ltd.

By in dep th ana lysis o f the marke ting mix, by means o f

conducting the interview, we have classif ied all the data and

tried to tabulate our resul ts in the form of the tab le g iven

above. Through this tab le , we can now know the current

pos it ion of the above companies and in comparison with

Access Info Tech ltd. where it lies .

Product:

Synesis IT has got the maximum number of product l inessince it is an International company with variety of products to

0

1

2

3

4

5

6

Product Price Place Promotion

South Tech

Bus. Automation

Synesis IT

Access Info Ltd


42/52

50

sat is fy the needs of a ll the d if ferent types and c lients of

different countries. Access Info tech Ltd. and South Tech has

got almost equal number of product lines targeted to meet the

needs of local cl ients only. Where as Business Automations

product l ines are l imi ted to Graphics and Design. So the

product varieties are less compared to the other companies.

Price:

The price chart indicates the higher is the value block, the

less is the price. Being a recognized international company,

Synesis IT is most expensive. They charge very high and in

dol lars. Business Automation Ltd, on the other hand is the

most economical one in terms of product pricing and has huge

sales. South Tech products and services are moderately

priced; they try to follow competitive pricing strategy. Access

Info Tech Ltd. products & services are surprisingly found very

expensive . Even more than tha t o f the South Tech and

Business Automat ion ones. The company s tates that the

reason for such h igh p ri cing i s that they don t wan t to

compromise with quality of their products.

Place:

In context o f p lace, we are considering the Bangladeshi

market only. As a result, we have found out that South Tech

being the oldest among the others has got maximum number

of market coverage. They have got tremendous distributing

channels, effective communication power and vision to expand

further. Synesis IT fal ls in the second place as their focus is

more towards the international market. Then comes Business

Automation as their product lines are limited so they require

their required market coverage. And in comparison with the

remaining companies it bags up the third spot. Finally Access

Info tech, being a comparatively new company in this industry

has not yet been successful i n cap tur ing good market


43/52

50

coverage. Their sales are low, distribution remains constant,

and has the lowest market position.

Promotion

Promotion is an important function for almost any business

organizat ion. Unfor tunate ly , the major i ty o f the sof tware

companies in our country do not go for extensive promotions.

In this case, Synesis IT, with their international advertising

campaigns and st rateg ies l eads our promotion tab le.

Following closely behind are Business Automation and South

Tech. And finally Access Info Tech, disappointingly fol lows

very l im ited promot ional st rategies . Because of thei r

continuous failure to create any brand image and awareness,

they are the last in the table.

4.9 CURRENT BRAND IMAGE & POSITION

Since Access InfoTech Ltd. is comparatively a very new

company in the software industry, so no such brand image has

yet been formed for the company. One primary drawback of

Access InfoTech Ltd. for failing to create thei r brand image is

lack of proper promotional campaigns. So very few people are

aware of the existence of the company. When compared with

the other software companies, Access InfoTech Ltd. lacks far

behind as a brand.

SOUTH TECH

Bus. Automatio

Synesis ITAccess Info Ltd

Others


44/52

50

The market position has been taken into account considering

the Bangladeshi market only. In this case, South Tech being

the oldest software company has got the majority of share in

the market. Business automation fal ls closely behind with its

superb graphics and design products. In our country, a lot of

g raph ics related work is done. So bus iness automat ion

capital iz ing on that f ie ld has captured quite a lot of market

pos it ion. Synes is IT, the USA company f ranchised in our

country a lso was successfu l in capturing qui te a decent

marke t pos it ion. Access Info tech compara tive ly a new

company, has fai led to capture a decent amount of market

posit ion because of their drawbacks in different areas. While

the remaining market posit ion is occupied by the rest of the

companies.

5.0 Recommendation

5.1 Market-Plan for ACCESS INFOTECH

LTD


45/52

50

At present, Access InfoTech has

a variety of products in their

product line, to fulfill and satisfy

the demand of their customer

and software industry itself. After

analyzing their existing

strategies and competitors

position in the market, we have

devised a new market plan for

this company which we believe if

implemented successfully, will

help them to overcome their losses and be a successful and profitable

organization in the market.

Ansoff Matrix Analysis

Existing products New products

Existing

market

Market penetration Product development

N

ewmarket

Market development Diversification


46/52

50

For Access Infotech Ltd they have already different kind of products line and

those already exist in the Bangladesh market through other competitors. Since

they only focus the domestic market, for them according to Ansoff matrix

analysis they are in the Market Penetration stage.

Marketing Mix Analysis

The marketing mix consists of 4 Ps, namely product, place, price and

promotion. For Access InfoTechs new market plan their marketing mix are as

follows:

Product: In case of Access Info techs products, they should follow the following

principles:

They should continue to focus on developing qualitative products and

add some USPs so that their product can be easily distinguished from

the competitors ones.

While developing software, they should use software such as Oracle,

SQL, Macro Media, and Flash etc.

They should appoint more high skilled developers and programmers,

because compared to their competitor companies, they lack in efficient

number of work force.

Another key feature that they should add is the user friendliness of their

products as well work on improving the outlook of their products.

They should give priority more on the clients need and customize their

products so as to reach the satisfaction level of the desired clients.

Their software products should be more secured, reliable and can be

updated if necessary so that the softwares can easily adapt itself to the

change in future.

They should introduce training programs so as to educate the people on

how to operate and make full use of their products.

They should provide an effective after sales service so as to quench the

problems or queries about their products.


47/52

50

Price: In case of pricing, they will be strictly following competitive pricing

strategy. Yet their pricing format will vary according to the needs and demands

of the respective customers. For example the set up of POS itself will be cheap

if it is being set at only one point. But if a big superstore like Agora or Nandan

requires POS set up, the pricing will be very high. Never the less they will still

be following the pricing margin that their competitors are providing and will be

focusing on a very competitive pricing strategy build up.

Pricing Strategy

In order to determine the pricing strategy of our product, after much

analysis and comparison of the different pricing strategies, we have

seen that the Access Infotechs product is very expensive. So the pricing

strategy to be implemented for their product will be Premium Pricing

Strategy. Also since the company has a huge investment, the price is

also set so as to obtain a pre-specified rate of return on investment

(capital) for the organization. So they should also undertake Return-On-

Investment (ROI) strategy on their products in combination to the

premium pricing strategy.

Place: In order to present their products to the potential consumers,

Access InfoTech should ensure the availability of their products first. The

other key areas that they should improve are:

Create and develop effective market channel.

Retain the existing clients so as to create a dominant position in the

market.

Explore the unreached potential markets before your competitor does.

Luxury Hotels, hospitals, super stores and media are some of the

sectors that are booming in our country. So Access Info tech should

concentrate on these fields and try to capture as much clients as

possible from these fields.


48/52

50

Promotion: One of the biggest flaws that the company possesses is

their promotion system. After analysis, it has been found that due to their

haphazard promotional activities they have neither been able to create a

brand image nor create awareness about their product and services let

alone the existence of the company itself. As a result, their promotional

activities needs to be planned, organized, focused and should convey the

message to the target market effectively. From promotional tools they

should follow:

Direct Selling Strategy: Here they should concentrate on

corporate selling.

Direct marketing: Through personal contact channels one to one

meetings, phone and mails.

Online advertising like in the websites, etc.

Event participation like taking part in the software fares for ex.

SOFTEXPO and other such events.

Branding

For any company, branding is a very important issue. So for Access info Tec

ltd, to establish their products and services as a brand, they should:

develop positive brand awareness and name-product association

Establish a brands meaning in the minds of consumers Elicit the proper consumer responses to a brands identity and meaning

Create a consumer-brand resonance

They should follow a single brand name that they are already using as it is

easier to introduce new offerings when the brand name is familiar to buyers.

For example, all of their products and services names starts with Access like

Access POS, Access HRM, etc.


49/52

50

Since it is a new company but producing products which already exists in the

market by their competitors, so the type of brand strategy that they should

undertake will be Fighting/Flanker Brand Strategy

It involves adding a new brand on the high or low end of a product line based

on a price-quality continuum. and involves adding a new brand whose sole

purpose is to confront competitive brands in a product class being served by an

organization.

6.0 CONCLUSION

In the end, we can say that if Access InfoTech ltd undergoes the Market plan

provided by us, it will serve as highly beneficial for the company. It is also very

pleasing to see that today, our country has such a structure that it has the

ability to purchase softwares from its own companies rather than buying

softwares from the foreign companies at such a high price which is almost

impossible to afford for many others. And we hope that more and more this

kind of Software companies will emerge in our country coming up with more

distinguished products to take our country a step ahead and even compete in

the international market of Software industry.


50/52

50

Bibliography

www.synesisit.com

www.southtechlimited.com

www.batworld.com

www.accessitbd.com

www.basis.org.bd


51/52

50

QUESTIONNAIRE FOR THE CLIENTS

1. Name :

2. Occupation:

3. Age ( Approx. ):

4. Operational activity of your organization?

5. Size of your organization:

Small medium large

6. Is your company seeking for automation or previously automated?

7. What sectors are you looking forward for automation?

8. What are the benefits you want to get, in case of automation?

9. In case of software products, which according to you is more

preferable.

------------- Domestic ---------International

10. Are you aware of the software company Access InfoTech Ltd. and

its products?

11. Which among the following products of Access InfoTech Ltd. best

fits your organization (you can choose more than one) :

POS System Management System HRM System Track and Trace solution Web development Others:

12. How much are they willing to pay if they adapt to automation or

how much have they already invested in case of their automatedorganization?

13. What kind of after sales service do you like to get from Access

InfoTech Ltd. while purchasing their products?

14. According to you what are the drawbacks of Access InfoTech Ltd.s

products and services?

15. What recommendation do you have for Access InfoTech Ltd. in

order to improve their performance?


52/52

research by shajib

Documents