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A report on
SME pioneer
Nitya Gopal Kundu (Nitun Kundu)
Born: December 3, 1935, Dinajpur .
Nitun Kundu graduated from Dhaka
Art o!!ege "no# the $n%titute of &ine
Art%' in 1959.
Nitun Kundu #a% a &amou% arti%t,
%cu!ptor and entrepreneur, #ho #a%
kno#n for bringing ne# trend% in
ab%tract and rea!i%tic art to the
Bang!ade%hi art% %cene. (e #a% a!%o
#e!! kno#n for hi% furniture de%ign%,
pioneering the u%e of integrating
#ood #ith meta!.
Who started business on a %ma!! #ork%hop in a tin)%hed at *opkhana +oad in &ebruar 19-- and
named it Art in raft/.
After 35 ear it %tand% to 0*0B$ and contro!% about 2 of the countr4% branded furniture market.
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Full name: Nitya Gopal Kundu (Nitun Kundu)
Born: December 3, 1935 in Dinajpur .
(e #a% the fourth among %een chi!dren. (i% parent%
#ere 6nanendranath Kundu and Binapani Kundu. (e #a%
married to 7ha!guni Kundu and had a daughter Amit and
%on Anime%h.
8ducation and ear! career
Nitun Kundu graduated from Dhaka Art o!!ege "no# the
$n%titute of &ine Art%' in 1959.
Nitun Kundu #a% a &amou% arti%t, %cu!ptor and entrepreneur, #ho #a% kno#n for bringing ne# trend%
in ab%tract and rea!i%tic art to the Bang!ade%hi art% %cene. (e #a% a!%o #e!! kno#n for hi% furniture
de%ign%, pioneering the u%e of integrating #ood #ith meta!.
During the Bang!ade%h iberation ar, Kundu #orked #ith the ce!ebrated arti%t ;uamru! (a%%an at
the pub!ic re!ation% department of the Bang!ade%h 6oernment)in)8<i!e at =ujibnagar
&amou% #ork%
>ada ?agrata Bang!ar =uktibahini "po%ter'
Amra >abai Banga!i "po%ter'
Bang!ar Bir =uktijoddha "po%ter'
>haba%h Bang!ade%h "%cu!pture at +aj%hahi @nier%it'
>AA+ &ountain at Kar#an Baar, Dhaka
&ountain, Dhaka (igh ourt, Dhaka
>ampan, >hah Amanat $nternationa! Airport, hittagong
Kadam &ountain, Nationa! 7re%% !ub, Dhaka
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A#ard% and honor%
8ku%he 7adak
Dai! >tar)D( Be%t 8ntrepreneur A#ard
Nationa! &i!m A#ard
7re%ident 6o!d up
Notun Kuri A#ard "Bang!ade%h *e!ei%ion'
Kundu #a% #e!! kno#n among hi% friend% and fami! member% for being a perfectioni%t and a!%o
#orking for hour% at a %tretch. (e #a% a!#a% dra#ing or painting or coming up #ith ne# de%ign%,/
%a% Amit. (e #ou!d %ta up for %eera! night% together to comp!ete hi% de%ign% and painting%. $n
%pite of being the chairper%on of a huge e%tab!i%hment, Kundu #ou!d %pend p!ent of time in hi% #or!d
of art and co!our. = father4% management team #a% bui!t in %uch a manner that it #ou!d %ometime%
run for da% #ithout him coming to office,/ %a% Amit. &or in%tance, #hi!e con%tructing 4>haba%h
Bang!ade%h4, at one point he %pent night% !itera!! under the %k tring to perfect hi% creation. $n
bet#een a!! that, he #ou!d keep in touch #ith hi% team in Dhaka and #ork oer the phone./
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Nitun Kundu The Furniture pioneer
$n the 19-5, fo!!o#ing a brief %tint at Bitopi aderti%ing agenc, Nitun Kundu e%tab!i%hed hi% o#n
compan, a furniture %tore featuring hi% o#n de%ign%, 0*0B$. ithin a re!atie! %hort period, 0*0B$
became the mo%t prominent Bang!ade%hi furniture brand, empha%iing the ne# nation4% pride in it%
refund cu!tura! identit after independence. 0*0B$ uick! gre# to become one of Bang!ade%h4% top
e<ported brand%, #ith %a!e% primari! to $ndia and the >outh 8a%t A%ian countrie%.
$t i% %aid that 0tobi #a% a% much hi% chi!d a% hi% chi!dren, Amit and Anime%h. $ntere%ting!, a!! of
them hae the fir%t a!phabet of Bang!a !anguage a% the initia! !etter of their re%pectie name%..
Introdution on !T!"I
Born in 1935 at Dinajpur, &rom humb!e beginning% in the corporate furniture rea!m to the %pectacu!ar
e%ca!ation into the !ife%t!e giant that it i% no#, 0*0B$4% %tor of %ucce%% %pan% mere! 35 ear%.
7roiding ho!i%tic %pace %o!ution% catering to a!! %phere% of dai! !ife, 0*0B$ i% #e!! on it% #a to
ri%ing to the rank% of A%ia4% top three brand% b C2C2. ith creatie reinention pu!%ating through the
entire organiation, 0*0B$ ha% %et out to reo!utionie the entire retai! %cenario %tarting off #ith
Bang!ade%h.
$n 19- he conceied the idea of embarking into commercia! enture and %tarted manufacturing
decoratie item% at hi% re%idence and !ater at >hukrabad, in addition to norma! actiitie% of painting
and %cu!pture. *he name of thi% mini #ork%hop #a% *he De%igner%/, emp!oing on! per%on%.
A recipient of Nationa! A#ard for painting in 19E5 and Bangabandhu A#ard in 199C, =r. Nitun
Kundu %et up a %ma!! #ork%hop in a tin)%hed at *opkhana +oad in &ebruar 19-- and named it Art in
raft/. (ere, in addition to coat pin, cup, cre%t, troph etc. he %tarted manufacturing decoratie item%,
tab!e !amp, and ariou% tpe% of meta! furniture.
$n 19- he opened a %ho# room at C32, Ne# 8!ephant +oad, Dhaka and gradua!! %tarted marketing
a!! kind% of meta! furniture in a profe%%iona! manner.
(aing #ide! trae!!ed a!! oer the 8a%t and the e%t, =r. Nitun Kundu gained %ufficient confidence
and e<perience b 19, #hen he %tarted commercia! production under the name and brand 0*0B$. A
great dea! of empha%i% #a% gien to meet the need of cu%tomer% and 0*0B$ product% %tarted gaining
popu!arit.
=r. Nitun Kundu gradua!! engaged $ndu%tria! De%igner% and 8ngineer%. >pecia! effort% #ere made to
bui!d up a core team of high! %ki!!ed craft%men. A!! kind% of meta! furniture #ere being manufactured
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at =irpur &actor and marketed through the >ho#
room at 8!ephant +oad b 19. Becau%e of it%
%uperior ua!it, 0*0B$ product% continued to gain
popu!arit. =r. Nitun Kundu dee!oped a #ide range
of furniture for office, ho%pita!%, re%idence and %!o#!
created a much #ider popu!arit for 0*0B$ product%.
&o!!o#ing training b A0*> in ?apan, =r. Nitun
Kundu improed the ua!it of 0*0B$ product% a%
#e!! a% %a!e% ad marketing method% %o %ucce%%fu!! that b 1993 he con%tructed a four %toried bui!ding
at Di!ku%ha FA and opened a di%p!a entre there.
*he market demand for 0*0B$ product% continued to ri%e and compan fe!t the need for e<panding it%
production capacitie%. *herefore, =r. Nitun Kundu %et up another factor at >hampur, Dhaka,
coering !and %pace of E222 %. ft., #hich #ent into
e<perimenta! production in Noember 199. *he
factor i% no# fu!! operationa! #ith !ate%t machiner
to manufacture a #ide range of mo%t %ophi%ticated
furniture %o that 0*0B$ can compete in the
internationa! market. *he factor ha% no# e<panded to
3,22,222 %. ft.
Due to the u%er preference of #ooden furniture,
0*0B$ decided to gie a %imi!ar fee! to their cu%tomer% and %tarted to produce furniture from
aminated Board from =a, 1999. *hi% #ood partic!eboard ha% a #ood !ike %urface and can be
de%igned to !ook e<act! !ike #ooden furniture. *he%e product% of 0*0B$ achieed tremendou%
market acceptance and !ater =r. Nitun Kundu created it to be GKnock)do#nH format to %ae %torage
%pace and gie carring conenience to cu%tomer.
*he %pecia! feature of 0*0B$ product% i% that it take% e<ten%ie care to combine functiona! uti!it #ith
e!egance, keeping in ie# the efficient u%e of f!oor %pace, 0*0B$ i% no# euipped #ith the !ate%t
machine% and techno!og to manufacture a!! kind% of %ophi%ticated meta! furniture inc!uding ho%pita!
furniture and %uch other item%.
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=r. Nitun Kundu fe!t the need for introducing profe%%iona!i%m in hi% compan and according!
engaged high! ua!ified management ta!ent to meet the functiona! need of the pre%ent da cha!!enge%.
0*0B$ entered into the internationa! market b e<porting chair% to @kraine in 199.
0*0B$ i% fu!! con%ciou% of it% ob!igation to the %ociet a% a corporate citien and i% current!
marking a!! po%%ib!e effort% to p!a it% ro!e effectie!. embarking into commercia! enture and %tarted
manufacturing decoratie item% at hi% re%idence and !ater at >hukrabad,
#isions and Mission$
0*0B$H% i%ion i% to become a major g!oba! brand and it% current mi%%ion i% to dominate A%ia)7ecific
b C2C2
%lannin&
0*0B$ i% committed to proide e<ce!!ent %erice and to e<ceed the e<pectation% of it% cu%tomer%. $t
#ant% the cu%tomer% to remember 0*0B$ a% a memorab!e e<perience.‟
0*0B$ aim% to fu!fi!! the objectie% of the ompan4% gro#th and to meet the e<pectation% of a!! it%
emp!oee%.
A'ards eeied
$n their !ong journe, 0*0B$ ha% different kind% of a#ard% from different actiitie%. *he%e a#ard%
hae gien u% %pirit to go far a#a. *he mo%t #e!!)kno#n a#ard% hae gien !ike:
*he mo%t prominent a#ard for 0*0B$ i% the $>0 certificate 9221:C222 certificate.
1. 8nterpri%e of the Iear .......... C221
C. >eera! prie inc!uding fir%t prie at D(AKA 8<port &air:
3. 7rie on Nationa! $ndu%tria! &air
Tar&et mar*et
$dentifing the con%umer% target i% important becau%e different con%umer% ma hae different brand
kno#!edge %tructure% and thu% different perception and preference% for the brand. $t ma be difficu!t to
be ab!e to %tate #hich brand a%%ociation% %hou!d be %trong! he!d faorab!e and uniue. A number of
con%ideration% are important in defining and %egmenting the market and choo%ing target market
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%egment%. &or 0*0B$ the target market i% huge %tarting from indu%tria! organiation%, medica!
organiation, corporate and indiidua!%.
Mar*et se&mentation:
=arket %egmentation ino!e% diiding the market into di%tinct group% of homogeneou% con%umer%
#ho hae %imi!ar need% and con%umer behaior and thu% reuire %imi!ar marketing mi<e%.
&or 0*0B$ the target market i% the midd!e c!a%% to higher midd!e c!a%% a% the produce affordab!e
furniture for !iing and commercia! purpo%e%.
+ob esponsibility
A% #e think that 0*0B$ i% the cu%tomer oriented compan %o, #e a!#a% gie priorit to our
cu%tomer%. &or giing the cu%tomer %upport #e a!#a% tr to proide our be%t to the c!ient%. e are
proiding %eera! of product% on! for the cu%tomerH% %ati%faction. $ am #orking here %ince ?anuar
12th.&rom the beginning of m #ork $ hae to !ook after to the cu%tomerH% de%ire%. $ can diide m job
re%pon%ibi!it into three part%. A% $ am #orking 0*0B$ a% an 8<ecutie +etai! under the +=
"u%tomer +e!ation%hip =anagement' department, $ hae to do %eera! actiitie% re!ated #ith the
cu%tomer%. *he three part% $ hae diided for m job re%pon%ibi!itie% are:
1. Direct dea!ing% #ith the cu%tomer
C. =aking the dai! report
3. 0ther Actiitie%
%romotion
*he in)hou%e ommunication department at 0tobi #ork% around the c!ock to en%ure that a!! of 0tobi4%
product%, %erice% and promotiona! campaign% receie due attention. 0tobi maintain% innoatie, ear)
round promotiona! e<citement to attract it% cu%tomer% and i% i%ua!! pre%ent in print media, te!ei%ionand outdoor bi!!board%. *he promotion %trateg ha% eo!ed oer the ear%, a!ong%ide the brand. $n the
pa%t, 0tobi emp!oed traightfor#ard, product)ba%ed adert% in aboe)the)!ine channe!%. $t ha% moed
on to di%count campaign% ince, and ha% dee!oped further into thematic campaign%. A compari%on of
figure% demon%trating 0tobi4% actua! ad %pending in the pa%t #ith figure% repre%enting the pre%ent #i!!
%ub%tantiate the eo!ution of 0tobi4% media pre%ence. $n &I C22)25, the compan %pent a tota! of *k
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C,5,222 on aderti%ing, #hi!e in the !a%t fi%ca! ear, &I C22)C229, 0tobi %pent *k E,333,C21.
*hi% dra%tic increment in aderti%ing e<pen%e% ha% a direct re!ation%hip #ith the increa%e in %a!e% and
traffic f!o# in the %ho#room%. $n term% of be!o#)the)!ine aderti%ing, 0tobi i% ino!ed in a number of
actiitie% inc!uding direct mai!%, !eaf!et%, cata!ogue%, %cratch card% and coupon%, 7+ actiation for
%ho#room !aunche%, BCB %a!e%, and fo!!o# up of the product condition b the 0tobi u%tomer are
department. *he Bu%ine%% +e%earch department i% a!%o ino!ed in B* actiitie%, b ea%uring the
!ee! of cu%tomer %ati%faction after %a!e%. A recent campaign #hich receied much acc!amation #a%
the =etamorpho%i% *J, #hich i!!u%trate% ariou% tpe% of tran%formation% taking p!ace #ithin a
jung!e. *he campaign #a% !aunched in Augu%t C229, and i% being aired on a!! Bang!ade%hi channe!%.
0tobi depicted %een !aer% of meaning in thi% campaign: it% outer %he!! introduced %o!id #ood
furniture and it% innermo%t %he!! appropriated an e%%ence of continuou% reinention. ithin the
!ife%t!e brand offering innoatie and in%piring %pace %o!ution%. 0tobi4% range of furniture, furni%hing%
and app!iance% are dee!oped and marketed to %ere a!!
age% and %tage% of home%, indu%trie%, in%titution%, ho%pita!% and office%. 0tobi manufacture% furniture
from an a%%ortment of materia!%, inc!uding !aminated chip board%, #ood, =D&, %heet meta!, tube%,
p!a%tic, cane and man more. 0ur #ide range of furniture and fitting% are %egmented categor)#i%e
and encompa%% area% %uch a% bedroom%, chi!dren4% room%, dining room%, !iing room%, %tud room%,
kitchen%, ho%pita!%, educationa! n%titution%, corporate office%, indu%tria! accent% and decor% and retai!
%tore% among other%. 0tobi boa%t% an
a%%ortment of about 1,122 generic %tock keeping unit%, and a tota! of oer 5,222 %tock keeping unit%.
*he compan imp!ement% a!! po%%ib!e g!oba! be%t practice% in manufacturing %upp! chain
management
and retai!ing, en%uring a!! product% and %erice% offered are of %upreme ua!it. &or in%tance, 0tobi4%
bu%ine%% re%earch department conduct% e<ten%ie %ure% and interie#% to determine cu%tomer%4
re%pon%e% to 0tobi4% endeaour%, and thi% feedback i% incorporated to modif and dier%if the e<i%ting
intermediar %he!!%, 0tobi gather% in%piration from nature and con%ider% 0tobian !ife a% a garden or
fore%t. ife goe% on for trae!!er% #ho gain motiation and en!ightenment from their journe% for their
o#n metamorpho%i%. hi!e aderti%ing and promotion% are an integra! part of the compan4% function,
0tobi recognie% the ro!e it can p!a in furthering the dee!opment proce%% in the countr. 0tobi i%
committed to giing back to the %ociet it operate% in, #ith an empha%i% on a trip!e bottom !ine:
peop!e, p!anet, profit. *he compan ha% %tepped for#ard to actie! re%pond to the need% of the pub!ic
on numerou% occa%ion%, and >+ po!icie% centre on aiding peop!e in need, ictim% of natura! di%a%ter%,
and %upporting the dee!opment of meritoriou% %tudent%.
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A fe# incident% #here 0tobi came to the fore #ithout he%itation inc!ude:
L A contribution #orth *k 5,22,222 a% f!ood re!ief in C22-
L A contribution #orth *k 5,22,222 for ictim% of c!one >idr in C22
L A contribution #orth *k 9,EE,C3 to $BA in C22
L A contribution #orth *k 12,25,222 to >hahja!a! @nier%it of >cience and *echno!og in >!het
L A contribution #orth *k 1,CE,222 to the Bang!ade%h >hi%hu Ki%hore =e!a
L A contribution #orth *k 12,22,222 to the Kidne &oundation
0tobi a!%o %pon%ored the #inner%4 ca%h prie% at the =eridian hanne! i Khude 6aanraaj in C229. $n
addition to the%e, 0tobi ha% !aunched a 6o 6reen program under the !eader%hip of freedom fighter =r
Abdu! Kha!ek. A% 6o 6reen Amba%%ador, =r Kha!ek ha% taken charge of the nation#ide tree
p!antation program, %tarting #ith oung %tudent% in the fir%t pha%e, at ariou% %choo!% product !ine and
make it een more a!!uring to con%umer%. An additiona! interior department ha% been e%tab!i%hed to
a%%i%t office% #ith imp!ementing comp!ete interior %o!ution% to meet con%umer%4 oera!! need%. 0tobi i%
comp!ete! committed to the enironment, and keep% %o!id #ood furniture a% !o# a% 5 of the
comp!ete product range. *he board% u%ed are imported from ua!it board manufacturer% #ho comp!
#ith enironment)friend! po!icie%.
eent ,eelopment
0tobi ha% undergone major change% under the ne# management. *he organiationa! %tructure ha% been
modified to inc!ude 7ortfo!io =anagement, ategor =anagement and Ji%ua! =erchandi%ing
department%, #hich %et% 0tobi apart from other companie%. $n C22, 0tobi4% uniue a!)&oring
$%ti%han #a% !aunched to cater to the need% of the firm4% oung cu%tomer%. $n term% of management
techniue, 0tobi introduced the Ba!anced
>corecard %%tem #hich a!ign% the organiation4% %trategic deci%ion% to the #ork accomp!i%hed b it%
emp!oee%. 0tobi4% fir%t #ood p!ant #a% e%tab!i%hed in C22 a% #e!!, in addition to the e<i%ting t#o
factorie%, #hich i% a %ignificant achieement for the compan. $n C229, a breakthrough co!!ection
dubbed Mthe comp!ete office %o!utionM #a% inaugurated under the %ub)brand Notepad. A major
achieement for 0tobi thi% pa%t ear #a% the !aunch of the groundbreaking 0tobi #eb%ite. *he #eb%ite
had been inactie for a er !ong time and the compan refu%ed to put up a #eb%ite that #a% be!o# the
0tobi %tandard. *he concept that #a% eentua!! dee!oped %et% a benchmark in the fie!d #ith it%
thematic, interactie and comp!ete! di%tinct nature. in >!het and Bogra, aiming for a c!eaner, greener
Bang!ade%h.
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"rand #alues
8mbedded in da to da affair% i% 0tobi4% a%piration to be a creatie M#eM organi%ation in eer %en%e
of the term. $t i% #ith team#ork and togetherne%% that cha!!enge% are met and oercome. reation,
perfection and dnami%m are the core a!ue% of 0tobi. ;ua!it, durabi!it, e<ce!!ence and neat
craft%man%hip are not #hat 0tobi %trie% to achiee, but feature% eminent in each 0tobi de%ign. *he
compan maintain% it% be!ief of %etting it% o#n benchmark and breaking it time and time again.
8mboding continuou% innoation, 0tobi i% no# an in%pirationa! brand in home% and office%, #hich i%
e<p!icit! e<pre%%ed through it% product% and communication.
At the heart of a!! actiitie% in the compan !ie% an innate need to con%tant! %urpri%e not ju%t the
con%umer%, but 0tobian% tooO *he compan thrie% on the uniue Mkeep reinentingM propo%ition.
Fle-ible Manu.aturin&
0*0B$ manufacturer% it% furniture u%ing state/o. the/art techno!og, %uch a% computeried
numerica!! contro!!ed machine% and %o!ar ki!n%. 0*0B$ imited i% a !eading crafted furniture
manufacturing compan of Bang!ade%h introduced #or!d c!a%% furniture through it% fie #e!! euipped
production unit% in three &actorie%. =o%t of the machinerie% #ere %ourced from hina and 6erman
#ith high f!e<ibi!it of modification a% reuired for their eritie% of de%ign. 0*0B$ i% no# the market
!eader in branded furniture, #ith a!mo%t -2 market %hare. $t% product ha% a!%o entered into oer%ea%
market a% a part of the e<pan%ion %trateg. 0era!! bu%ine%% performance trend of 0*0B$ imited i%
good. C ear% back 0*0B$ !aunched Notepad
oncept, #hich #a% an innoatie range of contemporar office furniture. And the had %ucceeded.
Analysis: (ere, 0*0B$ i% u%ing f!e<ib!e manufacturing proce%%, to manufacture their product
according to cu%tomer need% and de%ign idea%. &or different cu%tomer the introduced different
product !ine or product %egment. B u%ing techno!og, the a!%o hae upgraded their production
proce%%.
Employee e'ards:
*o motiate emp!oee% 0*0B$ fo!!o#% %ome re#ard% and motiationa! factor%. An e<amp!e proided
be!o# to i!!u%trate their re#ard and motiationa! %%tem to#ard% the emp!oee%. 0*0B$ emp!o%
oer 5,222 peop!e, inc!uding oer C22 graduate engineer% and bu%ine%% graduate% "=BA, BBA'. 8er
ear, 0*0B$ take% 122 to C22 of it% emp!oee% to a fie %tar hote! to e<erci%e the 40ne 0*0B$, 0ne
or!d4 be!ief %%tem, #here the hief 8<ecutie 0fficer and the junior)mo%t 8<ecutie% are eua!!
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treated. 0*0B$ a!%o a!ue% it% emp!oee%, and take% their concern% into con%ideration #ith an annua!
8mp!oee >ati%faction %ure.
!ther Important issues:
*he compan ha% %tepped for#ard to actie! re%pond to the need% of the pub!ic on numerou%
occa%ion%, and >+ po!icie% center on aiding peop!e in need, ictim% of natura! di%a%ter%, and
%upporting the dee!opment of meritoriou% %tudent%. A fe# incident% #here 0*0B$ came to the fore
#ithout he%itation inc!ude: A contribution #orth *k 5,22,222 a% f!ood re!ief in C22- A
contribution #orth *k 5,22,222 for ictim% of c!one >idr in C22 A contribution #orth *k
9,EE,C3 to $BA in C22 A contribution #orth *k 12,25,222 to >hahja!a! @nier%it of >cience and
*echno!og in >!het A contribution #orth *k 1,CE,222 to the Bang!ade%h >hi%hu Ki%hore =e!a to
con%tant! %urpri%e not ju%t the con%umer%, but their emp!oee% too. *he compan thrie% on the
uniue Mkeep reinentingM propo%ition.
%roblems
A!though our furniture compan p!a% a ita! ro!e for the economic dee!opment of our countr. But it
i% not tota!! free from the prob!em%. *here are %o man prob!em% in our furniture compan and in our
furniture marketing. *he%e prob!em% hamper our furniture compan to earn more profit and it%
dee!opment. *he major prob!em% are gien be!o#: $nadeuate %upp! of production techno!og.
P ack of con%u!tanc %erice%.
P imited acce%% to ua!it input%.
P Ab%ence of %ki!!ed #ork force.
P imitation% in !oca! and internationa! marketing %trateg.
P 7rob!em% in di%tributing the furniture product%.
P >hortage of ra# materia!%.
)$nadeuate %upp! of production techno!og
*echno!og i% an important factor for increa%ing the production. *echno!ogica! %ki!! can p!a a er
good ro!e for increa%ing and dee!oping the product%. Better %upp! of techno!og can he!p our
furniture compan to increa%e it% production. But #e can notice that our furniture compan can not u%e
the better techno!og for the improement of the furniture product%. *hi% i% rea!! a %eere prob!em for
our furniture co.
)ack of con%u!tanc %erice%
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on%u!tanc %erice% are er important for producing better ua!it furniture product%. But the !ack
of con%u!tanc %erice% hamper% our furniture compan to earn more profit. *erm 7aper on &urniture
=arketing in Bang!ade%h imited acce%% to ua!it input% A better input he!p% to get better output. But
it% !imited acce%% doe% not make an good re%u!t.
)Ab%ence of %ki!!ed #orkforce
A!though our countr i% oer popu!ated but there i% a %hortage of %ki!!ed #orkforce in our countr. e
can gain the be%t ua!it product% from the %ki!!ed #orkforce. But un%ki!!ed #orkforce are fai!ed to
produce better furniture product%. =aking furniture i% a technica! proce%%. >o %ki!!ed #orkforce are
reuired for &urniture ompan. imitation% in !oca! and internationa! marketing %trateg *he %ucce%%
of a compan mo%t! depend% on it% marketing %trateg. =arketing %trateg i% er important for eer
tpe of bu%ine%% organiation. But itH% !oca! and internationa! !imitation% are threatening for our
furniture co.
7rob!em% in di%tributing the furniture product% our furniture compan cannot di%tribute it% product to
the #ho!e countr becau%e there are %o man prob!em% the face.
)>hortage of ra# materia!%
A!though our countr ha% man tree%. 0ur peop!e cutting do#n the%e tree% unrea%onab!. 0ur furniture
compan cannot co!!ect more ra# materia!% for producing more furniture.
%resent Mar*er ondition
During the ear! da% of 0tobi, a patron had i%ited Kundu and ordered 522 chair%. *hat #a% #hen the
%aga of bui!ding hi% empire actua!! began. No#, #ith a factor in >hampur, 0tobi4% creation% and
de%ign% hae cro%%ed the mark of e<ce!!ence, con%tructing one ne# %tructure after the other.
0tobi contro!% about 2 of the countr4% branded furniture market at pre%ent. &or the !a%t three ear%,
0tobi ha% been achieing a doub!e)digit gro#th #ith an aerage of oer C2 increa%e in ear)onear
%a!e%, de%pite the g!oba! economic do#nturn and great %tagf!ation in &I C22-)2. $n a market of oer
*k 1,522 crore%, the organi%ed market i% e%timated to be c!o%e to *k 522 crore%. 0tobi i% marketing to
and proiding the price)%en%itie cu%tomer% #ith affordab!e %o!ution% through it% ma%%tige a!ue
propo%ition "pre%tige for the ma%%'. 0tobi con%ider% it%e!f to be it% mo%t %ignificant competitor, aiming
to con%tant! break it% o#n %tandard% and rai%e the bar een higher. 0tobi %ere% it% cu%tomer% and
con%umer% through a nation#ide di%tribution net#ork, inc!uding oer 22 retai! out!et%, e<c!u%ie
dea!er% and franchi%e%.
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0onlusion
=r. Nitun Kundu %et up a %ma!! #ork%hop in a tin)%hed at *opkhana +oad in &ebruar 19-- and
named it Art in raft/. After 35 ear the contro!% about 2 of the countr4% branded furniture
market at pre%ent. &or the !a%t three ear%, 0tobi ha% been achieing a doub!e)digit gro#th #ith an
aerage of oer C2 increa%e in ear)one ear %a!e%.
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