(Source: WALTON Home Appliance Industry Analysis Report)

Dealer

In Bangladesh RB group have total 950 Dealer. 245 dealer is exclusive & 705 is no exclusive dealer. Area wise they allocated their distributor channel In 11 zone.

Area wise Dhaka zone becoming the highest seller zone from last few months. Last month selling capital of the Dhaka zone is up to 280 million.

[Last 3 months sales ratio in Dhaka zone]

Walton sale their product in 2 way

• 
  In cash
  
• 
  In credit
  

Average =Previous 3 month collection / 3

For motor cycle

• 
  Quality of the product should be high with attractive features.
  
• 
  Price should be affordable and competitive
  
• 
  Distribution channels should be recognized
  
• 
  Promotional activities should focus on brand equity and image and it should have association with lifestyles of local people.
  
• 
  Highly skilled sales force with managerial experience is required to do quality control.
  
• 
  After sale service and warranty should be provided.
  

• 
  Direct competitors
  
• 
  Indirect competitors
  

In Bangladesh Walton basically do not have any competitors who can compete directly with them according to their Brand and price. They are the only one Manufacturer in Bangladesh refrigerator market and so that they have lots of advantage.

But they have many indirect competitors who are exporting from International Market, competing with them indirectly by having not the similar quality product in the market but they are offering attractive price with new features. The names of the competitors are- Samsung, Singer, Toshiba, sharp, konka, Butterfly etc. some of them are assembled in china at a cheaper cost.

• 
  Marketing Strategy:
  

In Bangladesh it is targeting the mass market for their home appliance products commencing their marketing strategy as of their high quality and reasonable products. They do not do their marketing for a particular group of people; they do their marketing those who has the ability to buy their product. For that they are offering free installment and after sales service. For refrigerator they provide 5 years sales service without payment.

As for promotional campaign Walton

• 
  Distribute the brochures to the customer by going door to door.
  
• 
  Give their advertisements on the TV, Newspaper, and Billboard.
  
• 
  Participate in DITF every year.
  
• 
  Sometimes give mobile phones while purchasing their product.
  
• 
  Arrange many fair in different time period.
  

• 
  Most of the people like to purchase Non-frostier refrigerator. So, Walton should make Non-frostier refrigerator.
  

• 
  Walton should provide quick delivery and sales service after selling the product.
  

• 
  DITF is one of the important place where people come together to buy refrigerator at discount price. So, Walton can motivate their customer by giving discount price.
  

• 
  Walton has a good possibility to get a leading position in the refrigerator Market in Bangladesh because of its brand name reputation. But there have a threat of start entering the new electronics company in the national market. To keep them leading in the electrical industry and to compete with others they have to make it well known and available toward all the people that whenever anybody would like to buy refrigerator they will only think about Walton brand. And if they can use the right promotional strategy they would be able to increase their market share.
  

Walton Bangladesh Limited has a great potential growth in the country as a leading national brand with a national image. The consumers’ behavior towards Walton is very positive and their satisfaction level is good. They make a good place in electronics market especially in refrigerator market. The consumers of refrigerator are preferred Walton refrigerator most. The consumers believe that Walton provides high quality product with reasonable prices in case of Walton refrigerator. Consumers of refrigerator mainly get information from the TV commercial.

To achieve the leading position and success, lot of improvement is required for every divisions of it. As electronics product became essential for the consumer day by day, many marketers are coming with this product in this electronic industry. So that it has also become a competitive market for Walton in spite of having a good brand image and local presence in Bangladesh. They should also take much more attention and careful action to establish its product line in the market. Also should be identify their customer’s behavior and keep the commitment with them strongly. To build a positive perception and awareness among the consumers about their product they have to be stronger in their promotional activities and should maintain a good relationship both internally and externally in their corporate life.
Finally I can conclude that Walton is one of the leading companies in Bangladesh with a national image. They provide quality product with reasonable price. They provide their service to customer with carefully.

PART–5

Internship Experience
5.0 Introduction

Walton is one of the leading companies electric and electronic industries of Bangladesh, I am fortunate to o complete my internee in such a big organization. Through my internship period I have learned so many things from the organization which I have not learned before. I was placed in Walton Ltd. to complete my internship. A brief description is given below about my internship experience:

As I was an intern my duties and responsibilities was not so serious type. I had to go the office thrice or fourth a week. Sometimes I had watched the working process of plaza & dealer sales. Sometimes I send invoice paper or motorcycle paper to the dealer as selling working process. Mainly my responsibility was to learn work.

The topic and guideline for preparing my report was given by the “Assistant Managing Director” of Walton High-tech Ind. Ltd. Mr. Shamim al mamum . He was my super visor for the entire internship period.

As I am a student of BBA and my major was in finance but financial sector is a confidential sector so I was placed in marketing department of Walton High-tech Ind. Ltd.