Marketing Mix of Walton Group of Bangladesh
Marketing mix of Walton Group of Bangladesh
Executive Summary:
This report was commissioned to analyze and evaluate performance and future prospects of Walton in a growing domestic electronic market.The research reveals that in a continuously growing market, Walton has become a reliable name for customers. Countrywide network, inclination towards quality and dedicated team of employees are the main causes of its success. Though it had started business with home appliances, yet it has always been committed to satisfying customer demand by introducing new products. Recent production and selling of motorcycle and air-conditioner testifies that position of Walton. Walton has a goal to double overall market share in the next 5 years. It has successfully positioned itself as a customer friendly and eco-friendly company. Its after sales service has contributed tremendously in building this image in customers’ minds. Since its target market is middle-income people, the price of their products is comparatively lower than those of competitors’. This strategy helps the company greatly in a price sensitive consumers market. In recent years Walton has increased promotional activities through organizing various national sports events. Further investigations have revealed that to achieve the role of market leader, it will face challenge from foreign brands. Moreover, rapidly growing demand from customers for electronic products may put pressure on Walton. It has adopted market penetration, product development and market development strategy for future growth. The report has found the prospects of Walton promising in its current position. Favorable government policy will help it expand domestic and international markets in the future.
1. Introduction
1.1.Origin of Report:
This report was assigned by Professor Syed Munir Khasru, the BusinessCommunication instructor of BBA 19 th batch, Institute of Business Administration,University of Dhaka.
1.2.Objectives:
Learning a didactic
Executive Summary:
This report was commissioned to analyze and evaluate performance and future prospects of Walton in a growing domestic electronic market.The research reveals that in a continuously growing market, Walton has become a reliable name for customers. Countrywide network, inclination towards quality and dedicated team of employees are the main causes of its success. Though it had started business with home appliances, yet it has always been committed to satisfying customer demand by introducing new products. Recent production and selling of motorcycle and air-conditioner testifies that position of Walton. Walton has a goal to double overall market share in the next 5 years. It has successfully positioned itself as a customer friendly and eco-friendly company. Its after sales service has contributed tremendously in building this image in customers’ minds. Since its target market is middle-income people, the price of their products is comparatively lower than those of competitors’. This strategy helps the company greatly in a price sensitive consumers market. In recent years Walton has increased promotional activities through organizing various national sports events. Further investigations have revealed that to achieve the role of market leader, it will face challenge from foreign brands. Moreover, rapidly growing demand from customers for electronic products may put pressure on Walton. It has adopted market penetration, product development and market development strategy for future growth. The report has found the prospects of Walton promising in its current position. Favorable government policy will help it expand domestic and international markets in the future.
1. Introduction
1.1.Origin of Report:
This report was assigned by Professor Syed Munir Khasru, the BusinessCommunication instructor of BBA 19 th batch, Institute of Business Administration,University of Dhaka.
1.2.Objectives:
Learning a didactic