Embed Size (px)
Citation preview
INTRODUCTION
Today, the Electronic industry is recognized as the single largest industry in the world
and this sector has been recognized as a major significant area of economic and business
activities in most of the countries in the world. In Bangladesh, Electronic Industry also
played a big role in developing our economy and also does some social responsibility.
Now Bangladesh is going to be digital. So every time we use electronic products. For
example; TV, Freeze, Generator, Microwave woven, Motorcycle etc. There are many
Electronics company in our country.
COMPANY PROFILE-TAKE A QUICK LOOK
Name of the Organization WALTON
Year of Establishment 1977
Number of directors 05
Number of Showroom 32
Contact Address
Jiban Bima Bhaban (Level-3) 10,
Dilkhusa C/A, Dhaka-1000
Tel: +88-02-9571634-6, 7171184-
5,9555890, 9554045, 7170271-2, 9558535,
7171873
Fax: 88-02-9572057
Web www.waltonbd.com
VISION OF WALTON
To be the most admired and respected family company in the country
To improve service quality through development of strategic marketing
plan.
MISSION OF WALTON
Mission is to improve the quality of life of people by providing comforts
and conveniences.
VALUS OF WALTON
Consumer
We live up to the expectations of a responsible organization by contributing to
improvement in the quality of life of our customers through outstanding product &
services.
Employees
We respect each other as individuals and encourage cross functional teamwork while
providing opportunities for career development.
Suppliers
We develop our suppliers to be partners in progress and share our growth with them
Competitors
We respect our competitors and recognize their contribution to market value.
Community
We conduct our business by conforming to the ethics of our country and share the social
responsibility of the less fortunate.
MANAGEMENT STRUCTURE
OBJECTIVES OF WALTON
To be the market leader in our product range and market segment.
Provide our consumers with the best service & shopping experience in the
country.
Provide our consumers with products of latest technology.
Provide our shareholders with steady asset growth and return on
investment above the industry norm.
Grow our revenue and profits at a rate above the industry norm.
STRATEGIES OF WALTON
Walton tries to achieve lower overall cost than rivals, usually under-pricing rivals. A
successful low-cost leader is generally good at finding ways to drive out many elements
of cost of their business.
Overall low-cost provider strategy
Broad DifferentiationStrategy
Focused low-cost strategy
Focused Differentiation strategy
Best-cost provider strategy
Best-cost provider strategy
Market
Target
Broad Market
Niche Market
PRODUCT OF WALTON
PRODUCT RANGE AND DIVERSIFICATION
Thus, the transformation of Walton from a single product Freeze, company into a multi-
product consumer durable company began in 1985 for further growth and expansion.
This diversification into consumer durables has continued unabated. At different times
Walton has introduced Color and Black & White Televisions, Washing Machines,
Microwave Ovens, Air Conditioners, Motorcycles, DVD Players. Laptop, Desktop
Computers and Car are among its newest offerings.
Today Walton is a household name. It has earned the trust and confidence of the
consumers and is one of the leading manufacturing and marketing companies of
consumer durables in the electronics and home appliance sector of the country.
INFORMATION FLOW
Refrigerator & freezer
Motorcycle
Air conditioner
Television (CRT, LCD)
DVD player
Microwave oven
Domestic and Industrial
Generator
UP COMING PROJECT
Mobile phone
Computer LCD monitor
LED TV
Laptop
Car
Walton’s channel members pass any information of sales, inventory, transportation etc.
when those are needed. Information can be both inward and outward. Sales data generally
is inward or backward. Information of potential and current customers, competitors, and
other factors in the marketing channels are gone to the backward or inward from the shop
managers to district and area managers, and finally to the Walton. Again, information of
the corporate decisions is gone to the outward.
FIG: Information flow
WALTON DISTRIBUTION PROCESS
PARTS OF EQUIPMENT
For importing parts L.C. is opened. Then through transportation it is supplied to Savar
factory .After that, after making final goods these are transferred to warehouse and then
respective shops.
CHANNEL DESIGN DECISIONS
In designing the firm’s channel system, Walton analyzes consumer needs, sets channel
objectives, identifies major channel alternatives, and evaluates them.
ANALYZE CONSUMER NEEDS
Because the point of a marketing channel is to make a product available to customers, the
marketer of Walton first understands what target customers actually want. Walton target
customers are middle and high level people.
WAITING TIME
The target customers of Walton want to purchase the products from the nearby locations.
They normally prefer fast delivery channel. So Walton opens the showrooms of the
nearby locations of target customers. The rural and low income level people are also the
Walton’s target customers. For this reason Walton also open the showrooms in the rural
areas. If the people of rural people want to purchase the Walton products, they go to the
showroom and purchase the products.
SERVICE BACKUP
The greater the service backup, the greater the work provided by the channel. Customers
want after sale service from these products, so Walton provides the after sale service by
many after sale service centers.
MARKETING AND SUPPLY CHAIN MANAGEMENT
Marketing Logistics and Supply Chain Management of Walton
Individuals have carried out logistics activities for many years. Walton also has
continually engaged in move-store (transportation-inventory) activities. The newness of
the field results from the concept of coordinated management of the related activities,
rather than the historical practice of managing them separately, and the concept the
logistics adds values to products and services that are essential to customer satisfaction
and sales. Walton decides on the best way to store, handle and move their products and
services so that they are available to customers in the right assortments, at the right time,
and in the right place. Now we describe the nature and importance of logistics
management in the supply chain, goals of the logistics system, major logistics functions,
and the need for integrated supply chain management.
The Nature and Importance of Marketing Logistics
Walton follows a marketing logistics also called physical distributions. First they take
proper plan, and then they implement the plans and control physical flow of goods. Their
ultimate purpose is getting the right products to the right customers in the right place, at
the right time. Marketing logistics are two types, such as, outbound distribution and
inbound distributions. Walton sells the products through their own shops. In the Dhaka
city Walton has 20 stores of its own and its shops are remaining in the district towns.
Some exclusive and luxury products of Walton are displayed sold through their selected
shop.
Inbound Distribution
Walton imports their Parts from foreign countries such as Japan, Korea, Malaysia,
China etc. First they imports kits or equipments of main products, and then it
brings out to factory. Then they arrange the kits or equipments of main products
to make finished goods.
Supply chain management involves Walton upstream and downstream follows of
materials, final goods, and related information among supplier, company, and
final consumers.
Their most activities include forecasting information system, order processing,
inventory, warehousing, and transportation planning.
Walton thinks that it is using improved logistics to give customer better services
and lower price.
Walton is now competing with LG, Sony, National and many other companies.
Walton believes that improved logistics can reduce tremendous cost.
Walton uses information technology for major gains in distribution efficiency.
Parts and products handling
Walton handles its parts from port. First they clear their parts from ports. Its parts are
carried to factory and warehouse .They handle their products in a sequence way that they
can optimize their spaces in the warehouse and factory .Sometimes any shop has no
spaces to stocks in their shop then they transferred to near shop.
(a) Equipment selection and replacement policies
b) Stock storage and retrieval
After sales service
According to its rules Walton gives services to its customers if condition is fulfill. It has
some service centers for this purpose.
RECOMMENDATIONS
Walton itself is a brand which has high potentiality in Bangladeshi market with its unique success factors. So based on these factors some recommendations have been given below:
Increasing the Brand image of Walton through more promotional
activities.
Differentiation should not be only in terms of product features or other
product qualities; proper influence should be given towards services and
personnel differentiation.
It should establish online information system.
It should properly apply its past experiences.
It should start the online sales.
It should manage its own transportation agency.
It should increase retail network.
Should maintain competitive price list like competitor’s policy.
Increase product features otherwise customer won’t attract.
Develop new strategy for profitability.
