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Chapter One
Introduction
1.1 Prelude
The communications activities that make up promotion strategy inform people about products
and persuade the companys buyers, channel organizations and the public at large to purchase
brands. The objective is to combine the promotion components into an integrated strategy for
communicating with buyers and others who influence purchasing decisions.
Since each form of promotion has certain strengths and shortcomings, KS accessories
integrated strategy incorporates the advantages of each component into a cost!effective
promotion mi".
KS is one of the largest and most diversified business groups in #angladesh and KS
accessories division is one of these concerns. The accessories include Thread, $oly, $rinting,
%abel and $ackaging etc. its facility at KS is the only composite unit with all manufacturing
facilities in one comple". &t has 'ualified professionals with e"pertise in its own line of business
that ensures that its entire product can fulfill international 'uality standards. The world!classes
supply chain management system ensures speedy and prompt delivery during most critical
situations.
1.2 Objectives of the study:
(bjectives provide a frame of reference for strategy development. The main objective of the
study is to know the )marketing strategy used by KS *ccessories and its effect on customer
satisfaction+. #esides other supporting objectives are as follows
To find the problems and limitations of marketing tools used by KS *ccessories.
To identify the problems and prospects regarding customer satisfaction To suggest necessary measures to solve the identified problems relating customer service.
To gather information about the product of KS *ccessories.
1.3 Methodology of the Study:
This study has covered by gathering different information on different aspects to the assigned
topic. & have followed the following steps.
Organization and developent of the report
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and discussed with the related managers and responsible officials to collect relevant information.
uring internship & was concerned about their Supply 2hain management system. KS
accessories are fully e"port oriented manufacturing company. &n my report, & tried to find out the
supply chain network of the KS accessories. /owever it seems to me that this study will help
the organization to find out their problems that will lead to future improvement and prosperity of
the KS accessories.
3very work can successfully be completed only when the reality matches to the e"pectation. The
study has been conducted on for three months. This shorter duration is inade'uate for such a
comprehensive study. &f ade'uate time can be allocated, the study would be more informative
and goal oriented. #ut, there e"ist some limitations, which are stated below
-. ue to shortage of time, it was impossible for me to prepare a comprehensive report
as & intended.
1. ew of the selected personnel refused to give data. &n the circumstances alternative
samples were taken.
4. &t was not possible to collect, store and present all the information to prepare the
report.
5. 3very research study should re'uire a lot of fund to complete. *s & have not available
fund, the study was not finished as effectively as it should.
6. &nformation is a vital force for the competitive market. *t present every industry has a
great interest on others secrets. *s a result & could not gather all the re'uired
information. #esides some information may be distorted due to the lack of my
capacity, catching power and lack of concentration of the respondents.
7. 8ost of the officials are too busy to provide me sufficient time.
9. They were very much reluctant to show all the documents.
:. Top management was very hard to reach.
1./ 0ustification of the study
KS accessories have operated its business from the very beginning with an admirable
reputation. &t is very important to have competitive edge to avoid competitors threat. This edge
can be achieved through strategic implementation. KS accessories are well known about its
competitors and have clear knowledge about their activities. /owever this study can justify
developing some applicable strategies, which may establish the new band strategy into the
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market. irstly the accessories market was good but in later, it cannot maintain its image because
of some reasons. %ike, fail to fulfill the customers e"pectation, problems in product positioning
due to implementing wrong strategy and consumers unawareness about this product etc.
inally in recent market KS accessories conducted survey entitled )market acceptability of
accessories product+. The ultimate feedback of that survey was that &t is the market leader in
terms of superior 'uality, innovation, efficiency and price of their product etc. therefore, my
study also justify that these leadership are also ahead in accordance with the consumers brand
preference.
1. ,istorical "acground of #S
KSs history is one of innovation and adventure of risks taken and bold decisions made towards
a noble purpose building where our fellow customers can carry their business well. &t believes
without proper understanding or e"ploration of what future might hold we lack the freedom to
make the most of our opportunities and to control our destinies in a fiercely competitive
accessories market both domestic and global.
The year 1;;7 was not an e"ception to this guiding principle. &n 1;;7 KS achieved a
significant growth over 1;;6 and it helped KS advancement in strengthening a set of
differentiated capability namely, its manufacturing capability with several production units,
'uality manufacturing process, their people, innovative sales and marketing capability in both
domestic and foreign markets, well recognized e"pertise and know how in meeting the stringent
regulatory re'uirements, and its capability in
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KS believe in working closely with their client to understand their core needs to design
services accordingly and align ourselves as a strategic partner, helping us realize their vision to
be )The $referred Tetting to be one of the largest and most diversified business groups in #angladesh was a long
and hard road to tread.
&t is still continuing on a journey of growth, diversity and achievement.
This growth has been one of the most significant in each area of operation. This was made
possible by the strong drive of the management and continuous dedicated hard work of the rest
of the team.
*t present KS employees are more than :;;; in all its operations. This has been recognized as
one of the largest employer great for the socio economic development of the country.
1..2 !"O-* !%%&SSO4)&S
$ioneering in backward linkage industries for the garments industry of #angladesh, KS set up
its *ccessories manufacturing units.
The *ccessories facility at KS is one of the only composite units with all its manufacturing
units in one comple". 3ach factory installed in separate buildings makes each product
development independent in terms of 'uality control, yet it is distributed through one sales
source under KS *ccessories ivision.
This makes the vendors beat comfort being able to source a wide range of products from just one
source.
The 'uality of the wide range of products that KS offers has always been setting standard for
our competitors to follow.
Step in and e"plore all that KS *ccessories can offer.
1..3 5)S)O' !'# %O4& 5!(-&S O+ *,& %OMP!':
5)S)O':
To be a globally preferred trims = packaging solution company.
%O4& 5!(-&S:
%ead through innovation = e"cellence
$riorities customer satisfaction overall understand customer core benefits.
8aintain global 'uality standards
3conomy, always
8a"imize resource utility
2reate environment that dives intelligence among all involved.
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Chapter TwoAnalysis of Findings
2.1 *4)M SO(-*)O'6 *,& 7! +O47!4# +O4 #S !%%&SSO4)&S:
KS *ccessory figured out that providing this )package solution+ to the garment manufacturer
holds immense prospect. &t will unburden the garment player by obviating the need to look for
different accessories from different sources. This will free up resources in the garment sector and
leave the entire accessory sourcing to the more e"perienced player like us.
*lso it saves cost as getting an entire set of accessories will be more cost!effective, which can be
shared across garment and trim solution provider, creating a win!win situation.
0e developed )trim solution road map+ after stitching together various strategies and workingplan. 2onsolidating oversees sourcing and building a subcontracting network featured
prominently in our plan. Sourcing the entire set of accessories was major challenge that we
figured out to be important for us to e"ecute the concept. *lso we concentrated sorting out
commercial and logistical hurdles across continents, getting insight into many other accessory
sources that are specializing products we are not making. Sourcing at competitive prices from
these sources in the beginning would not be easy as they used to sell already at competitive
prices to garment players.
/owever, instead of getting discouraged by these difficulties, we forwarded with optimism to
pursue this trim solution concept. 0e successfully overcame all these hurdles to make this
concept success. 0e already provided )Trim Solution+ to several buyers and garment vendors,
who e"perienced significant benefit in getting supply of entire accessories in consolidated way
with price benefit.
Though the project has received encouraging feedback and generated business, however we still
need to cross miles before this objective fully materialize. The key milestones of becoming
)preferred trim solution to garment cutter+, and )complete solution to garment cutter+ and finally
)complete solution to retailer? importer+ at global level are infested with many challenges we
need to overcome. /owever, wining the trust of garment players, who are habituated in sourcing
from many accessory players, will be most important to us.
2.28-!()* O+ *,& !%%&SSO4)&S:
(ver the years the trust and reliability on KS products has emerged as one of its core
competencies. Today the name KS has been synonymous with trust and reliability inherent in
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the term 'uality is its relentless passion. @uality is ingrained in our values and in all what it does.
&ts business processes and the e"ception of its retailers and wholesalers through getting highest
'uality products of achieving returns.
0hen the accessories comes to manufacturing, this guiding principle places even more social
responsibility of ensuring 'uality in terms of 'uality, purity, stability, safety, efficacy and overall
presentation of the products. KS 'uality assurance system establishes control or checkpoint to
ensure the 'uality of the products during production and upon completion of production. &t starts
with raw material and component testing and includes in!process 'uality control and finished
product testing as well as batch auditing and stability monitoring. Standard operating procedures
developed in accordance with the latest rules and regulations current good manufacturing
practices are being strictly followed in every step.
To ensure all these, a highly dedicated academically sound and professionally competent team is
using most 8odern and sophisticated e'uipment and many other latest computer! aided control
instruments and accessories.
This passion to the total 'uality has helped KS from its inception to create many block!bluster
brands in a fiercely competitive accessories market.
KS has scaled the heights of success due to its dedication and commitment to 'uality. &ts
success at KS comes from the fact that it has always laid solid emphasis on 'uality control. &n
fact 'uality is not merely a buzzword at KS but is an inherent part of our work culture. 3ach
and every stage of the production process is monitored and checked by KS 'uality control team
to ensure that its overseas counterpart gets noting but the best 'uality.
KS has established an ongoing relationship with its clients providing them high 'uality
products. KS are striving to elevate its standard of e"cellence for the benefit of its clients.
&t is possible to ensure that material is strumming the right note in 'uality. 0hen it comes to
trims solution, global retail giants like 0*%8*3(3 and K8*
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2.3 49#: %!P!")()* +O4 %!44)' )''O5!*)O':
KS employs a significant part of its resources in
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&stablishent:
KSpackaging established in -BB5 in the following areas
14;;; sft area of operation
5 complete lines of semi automatic corrugating machines
more than -6;;; carton bo"es a day
5 sets of die cutting machines work force 14;
self sufficient power supply
Sales offices in both haka and 2hittagong
#S S&7)' *,4&!#:
KS Thread was the second sewing thread manufacturing unit in #angladesh, now having more
than 7 years of manufacturing e"perience. &ts yarn sources has still remained the same thereby its
'uality has been consistent ever since. &t has stood out clearly in the market with the range of its
products and the 'uality which it sustained by using world class machines such as this for dyeing
and SS8 for coning. &ts delivery is very prompt based on the stock that it maintains and for new
shades a 'uick dye to match from its highly sophisticated lab and skilled technical team. KS
Thread factory produces )sewing thread+. The grade of the thread is called count. &t has world!
class machines for dyeing and for coning.
#S *hread has t;o Product line:
Staple thread branded =
2ore spun Thread branded < -ltra %ore=
&stablishent:
-1;;; sft of operational area
1 pressure dying and - pressure dryer from Theis >ermany
Soft package winders and coning machines from SS8, Switzerland
%ab e'uipments from data color, CS*
ull water treatment plant for waste water
-;;;; cones a day
0ork force -;;
self sufficient power supply
Sales offices in both haka and 2hittagong
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P(!S*)% ,!'&4S:
KS has come a long way since manufacturing for other brands of hangers. 0ith 0al!8art,
Kmart approving KS for global distribution, it has once again set an e"ample in the industry by
being the only *sian company in the world to have this status. KS has achieved this based on
consistency in 'uality, services and being competitive price. KS has -4 injection molding
machines ranging from -4; to 4;; tons capacity. *nd pantone color code size tab color matching
system. $roduction capacity of the omino" D:;,;;;!-, ;;,;;;E hangers per day and KS
hanger production capacity D9;,;;;!:;,;;;E hangers per day. The materials used for making
hangers are $$, >$$S, and /&$S etc. which is imported from /ong Kong, Thai wan, (8*F,
and S*C& *rab.
&stablishent:
9;;; sft of operational area
-4 injection molding machines ranging from -4; to 4;; ton capacity
$antone color code size tab color matching system
/ot stamp machine for imprints on plastic
(ver -5;,;;; hangers day
0ork force -;;
Self sufficient power generation
Sales offices in both haka and 2hittagong and /ong Kong.
O++S&* 9 P4)'*)':
KS elaborate printing facility adds to the range of products that offers in the pack age of
garment accessories. /aving one of the most sophisticated set ups in #angladesh, it has catered
to a wide variety of products like tags, art works, printed packaging and tickets with barcodes
and an e"tensive range of screen printing on all kinds of fabric.
&stablishent:
11;; sft of operational area /eidelberg 8( machine
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#S PO(:
The first few poly bag manufacturers, KS has by far the biggest production capacities in
2hittagong and one of the largest in #angladesh. The 'uality of its poly bags with respect to
strength and clarity keeps the customers satisfied and the competitors away. Gendors
manufacturing for high 'uality buyers H8S, *zim group apart from many more have used KS
poly bags. &t delivers with the shortest lead times due to high production capacity and self
generated power supply to back up the regular source eliminating production loss. $oly bags in
$$ = %$3 in ranges from ;.;4 mm up to ;.;: mm high transparency and clarity and durability
hanger ? hook attachments and specialized bags.
&stablishent:
&t has established in -BB5.
-1;;; sft of operational area
6 film e"truders
4 fle"or! graphic printersI prints up to 7 colors
9 high speed sealing and cutting machines
over -6;,;;; bags a day
0ork force -1;
Self sufficient power generation
Sales offices in both haka and 2hittagong
(!"&(S:
To further strengthen the port folio, KS has recently brought stakes into one of the finest woven
label!producing units in the country. The set up is with a very high specification precision
'uality, e"pected out of the state of the art machines. To complement the woven label machines,
KS has its own printed label facility to make the package complete. *ll kinds of labels in
nylon, satin printed labels in satin and nylon paper center, meter and straight fold 1;; pcs per
minute.
&stablishent:
1 computerized air jet weaving machine with loom speed of :;; and beating of -;;; ppm
1 computerized rapier weaving machine with loom speed of 7;; and beating of 65; ppm
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*uto cutting and folding machine from 0illy, &taly
(ver 4;;,;;; average size woven labels a day
1 sets of label printing machines from /ong Kong printing in up to 6 colors
Sales offices in both haka and 2hittagong
2./ &'5)4O'M&'*? ,&!(*, !'# S!+&*
%OMM)*M&'* *O %!4&
(ne of the primary goals of KS is to contribute to keep the earth clean. KS is aware of its
responsibility of caring for the environment and the importance of reducing environmental
efforts of manufacturing activities to a practical minimum.
KS is committed to a green operation and its facilities are carefully designed and operated toprevent all forms of pollution. ischarge of conventional substances from the companys
manufacturing plant is subject to stringent controls.
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7. They have a state Jof!art factory situated in 2hittagong which helps them to achieve
economies of scale that lead them to produce cost effective products.
9. They have a very strong distribution channel both in home and host country.
:. KS is continuously innovating and introducing new product into the market.
B. They have an effective and efficient inventory control system.
-;. KS has a very attractive remuneration package that keeps its employees highly
motivated and encouraged to work.
7&!'&SS&S:The major weaknesses of KS accessories are as follows
-. KS state!of!the!art factory and other operations are carried out in 2hittagong whereas
their branch office is in haka. This creates a communication gap
1. The new restructuring of the office and different departments are creating a problem.
4. %abor strikes at the factory can stop the whole process.
5. #ureaucratic organizational structure.
6. Fo clear strategic direction.
7. Fo effective cost management system.
OPPO4*-')*:The opportunities of KS group are as follows
-. 3"panding the companys product line to meet the broader range of customer needs.
1. Target sand ac'uire untapped markets with new internationally brands.
4. (pportunity to increase the e"port.
5. #angladesh government has imposed the ta"es for imported accessories. This will help
KS to serve the market than before.
6. (pportunity to e"pand the line of business.
*,4&!*S:The threads that KS accessories faced are as follows
-. Few government polices regarding foreign trade and investments are not in favor.
1. Sometimes the production cost Dmaterial costE has increased.
4. $olitical instability.
5. Garious types of &ndian and 2hinese accessories e"ist into the market with low cost and
poor 'uality.
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6. 2hanging pattern of buyer needs.
7. *rising of new and potential companies may affect the reputation of e"isting
companies.
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2.@ P4OMO*)O'!( S*4!*&
$romotion strategy of KS *ccessories consists of planning, implementing and controlling its
communications to its customers and other target audiences. The purpose of promotion in the
marketing program is to achieve managements desired communications objectives with each
customer. &t is important to recognize that word!of Jmouth communications among accessories
buyers and the communications activities of other organizations may influence KS *ccessories
target customer.
[email protected] Prootional tools used by #S !ccessories:
!dvertising:
*dvertising consists of any form of non personal communication concerning an organization,
product or idea that is paid for by a specific sponsor. The sponsor makes the payment for the
communication via one or more forms of media De.g. television, radio, magazines, newspaper
etcE
[email protected] #S !ccessories advertising
Print and broadcast ads:
The main customers of KS *ccessories are ready made garments manufacturers. Thats why,
they always provide ads in print and electronic media to attract the attention of garments owner.
"rochures and "oolets:
KS *ccessories has different types of brochures and booklets displaying the accessories
product and their 'uality and price.
Posters and leaflets:
KS *ccessories provides posters and leaflets to garment owners through merchandisers which
reflects all of the re'uired information about the product.
"illboards:
KS *ccessories has established giant billboards of their companies at different very important
and crowd areas such as >32 circle, *grabad, 2hittagong airport etc.
#isplay signs:
KS *ccessories displays their products through large TG screen established at different point of
city which demonstrates different product category of their organization.
Sybols and logos:
KS *ccessories has a distinct and good looking logo what it applies to everywhere so that a
clear cut brand image can build in the mind of customers.
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[email protected] Sales prootion
Sales promotion consists of short term incentives to encourage purchase or sales of a product or
service. 0hereas advertising offers reasons to buy a product or service, sales promotion offers
reason to buy now. KS *ccessories sales promotion consists of various promotional activities,including! fair and trade shows, gifts, e"hibits, demonstration, rebate, entertainment etc.
#S !ccessories sales prootion tools:
Saple:
KS *ccessories provide a small amount of their product to garments owner for trial whether
the 'uality and price product are well matched with foreign buyers re'uirements.
+air and *rade sho;s:
KS *ccessories always participate in different fair and trade shows such as #*T3$(,
2*$3$( etc. to attract the target customers for long run.
&>hibits and #eonstration:
KS *ccessories often arrange e"hibition of their products and they have a well organized show
room inside their factory where buyers can easily get information about the latest innovative
product.
4ebate and #iscounts:
KS *ccessories provide rebate and discount to their customers for bulk purchase and e"ceeding
certain volume of order.
2.@.$ Public 4elation:
KS *ccessories is always very concerned in building good relations with companys various
publics by obtaining favorable publicity, building up a corporate image and handling or heading
off unfavorable rumors, stories and events.
KS *ccessories maintains good public relations to promote products, people, places, ideas,
activities, organizations and even nation to foreign buyers.
Public relation tools of #S !ccessories:
Seinars:
KS *ccessories often arrange seminars with readymade garments owners, merchandisers and
foreign buyers on constantly improving 'uality of product and changing re'uirements of end
users.
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!nnual 4eport:
KS *ccessories is an &S( certified organization. Thats whyI they always prepare their annual
report very accurately and efficiently so that everyone can be informed about their operation.
%haritable #onation:
KS *ccessories provides donations to many charity organizations such as
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Personal selling effort of #S !ccessories:
Sales eeting:
KS *ccessories arrange sales meetings with merchandisers to influence the garments owners. &t
have distinct nomination of worldwide giant chain store 0all 8art, K!8art, %evis, Fike etc. So,
sales meeting enables to articulate their creativity in operation.
)ncentives Progra:
KS *ccessories provides special incentives to their loyal customers and the buyers who always
purchase bulk amount of product. They always get priority services from KS *ccessories.
Sales Presentation:
The efficient sales team of KS *ccessories represents the particulars of their various products
including 'uality, price, installment terms etc. to garments owners to persuade them for KS
product.
2.@. #irect Mareting:
irect marketing consists of direct connections with carefully targeted individual customers to
both obtain an immediate response and cultivate lasting customer relationship. KS *ccessories
also communicate directly with customers, often on one!to!one, interactive basis. #eyond brand
and image building, they usually seek a direct, immediate and measurable customer response.
#irect areting effort of #S !ccessories:
%atalogs:
The customers of KS *ccessories can easily get catalogs by log on to their website and can
directly place order for their products.+a> ail:
The customers can put their order by fa" mail and the customer care department responses
immediately to that order.
&6Mail:
KS *ccessories has a large and complete database of their customers. 3ach and every
customers of their database can easily access to their website and can place order there. Fow!a!
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days, most orders of KS *ccessories are of that type. The organization has become totally
integrated with information technology. &n near future, they will be totally automated in
receiving orders and processing that order swiftly so that communication can be very efficient.
2.@.@ #o these prootional ites help the in increasing the businessA
)The answer is may not be directly, we already know the clients and this helps our relationship to
build.
0e need to understand the trade as we are in an industrial products business Dnot consumer
productsE, in our kind of business in general the price is the most priority to get the business. The
price needs to be cheaper than other supplier and then only they will buy. Though we are
building our #rand as KS so in the long run customers will pay more, but then why
more because 0e have better service, we say what we can do, we are committed, and practices
values. These all will contribute to the brand and once we have a strong brand we can sale but
the price is needed to have cheaper price.+! Czzal %eonard #aroi, eputy 8anager, #rand =
8arketing.
2.B %-S*OM&4S 4&SPO'S)5&'&SS O+ #S 4O-P:
2ustomer responsiveness is a uni'ue strength that allows a company to achieve superior
efficiency, 'uality, innovation or customer responsiveness. 2ustomer responsiveness means
responding according to the customers need, want and demand. &t is a process of identifying and
satisfying the needs of its customers faster than its competitors. *chieving superior 'uality and
innovation is an integral part of achieving superior customer responsiveness. #esides this design,
superior service and after sales service and support are the sources of customer responsiveness. &t
re'uires company to customize goods services to the uni'ue demand.
(ne important aspect of customer responsiveness is customer response time. Time is an
important phase of customer responsiveness. or customers goods must be delivered and serviceto be performed on time. (therwise it enables the company to charge premium price and build
brand loyalty. (n the other hand slow response time is the source of customer dissatisfaction
To achieve the superior customer responsiveness a company must have a uni'ue strength that is,
distinctive competencies.
-B
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* distinctive competency can create superior value and attain a competitive advantage. * firm
with distinctive competency can differentiate its products achieve substantially lower cost than
its rivals.
&n this circumstance KS group is highly customer responsive because & have found that they
conduct a market survey relating to this internally in every four months. *fter that they analyze,
process data in proper way. Then they get feedback. rom that result the concerned authority can
understand how responsive their customers are about the KS accessories.
/owever & have got an opportunity to conduct such type of survey for this organization.. &n that
survey & have found that the customers of KS group are very satisfied about their products and
others. *ccording to customers of KS group can deliver the products in time with its own
vehicles and charge minimum price for this. #esides these products are very much innovative,
good 'uality and design. The e"ecutives of the group are very much efficient, knowledgeable
and cordial in manner. #eside this, in my 'uestionnaire there is a lot of 'uestion regarding this
issue and found the same result.
2.C.1 P!%!)':
KS accessories division has completed the audit for &S( 2ertification B;;-1;;; for their
packaging factory recently.
KS is the second among the packaging factories in the country to achieve such prestigious
certification.
KS packaging is one of the very few corrugated carton manufacturing industries in the country
to introduce automated 6! ply board making plant. *chieving &S( certification will enable to
infuse the 'uality system into the operational platform of KS group so that the entire
accessories business can become more customers friendly and cost effective. This endorses
commitment of top management toward sustainable 'uality initiatives.
(ne of the largest business groups in the country with an annual turnover of around M46;
million, the KS group has diversified business covering ready!made garments, accessories,
steel, 2< coil, te"tile, information technology, banking and insurance.
They possess a well!e'uipped production unit and assembly shop. They possess hi tech machines
and sophisticated technology. They manufacture and assemble their own components to ensure
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'uality. &t has a team of highly 'ualified professionals who have a vast e"perience in their sphere
of operations.
2.C.2 PO(:
$oly is one of the accessories items of KS accessories division. The growth is increasing dayby day
0hen the local customers come to understand the opportunities of applying world!class
technologies in the KS accessories and introduce institutional arrangements that permit
individual pursuit of self interest to serve. (nce that happen the products able to grow at a rapid
rate, unless some political accident obstruct the process, until it catches up with best!practice
technology and therefore attains the living standards of the developed countries.
2.C.3 (!"&(:
%abel is one of the new innovative segments of the KS accessories division. The main
objective behind this segment is to increase the present portfolio of the organization. KS has
introduced a woven!label machine firstly in #angladesh. This machine has fetched the
organization a step ahead in the label manufacturing industries. *lready they have achieved
different kinds of label orders and e"ecute these orders very fruitfully in the home and host
country.
2.C.$ P(!S*)% ,!'&4:
KS has fully skilled to service the vendors with the most comprehensive services including
hanger manufacturing, product development and designing. They are nominated for T*2 and K!
8art hanger manufacture and supplier. They have 1: machines and capacities are 1;;K per day.
They make their own molds. They have good establishment and infrastructure for hanger
manufacturing.
2.C./ S&7)' *,4&!#:
KS was the second sewing thread manufacturing unit in #angladesh, now having more than 7
years of manufacturing e"perience. *t present it serves into the whole market with an e"cellent
'uality. &t has world class 3uropean machines for dyeing and for coning. &t delivers the product
very promptly to the ultimate customers.
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+!5O4!"(&:
&. KS is providing garment accessories product at reduced price than its competitors.
&&. KS accessories are presently competing in different product categories with e"cellent
performance.
&&&. The management is highly efficient and e"perienced in their duties and
responsibilities.
&G. Their huge promotional efforts help them to serve the market than before.
G. The company has a strong proprietary and important trademark.
-'+!5O4!"(&:
&. KS largely depends on direct sales and has less contribution in advertising and
public relations.
&&. Their longer lead time and delayed delivery cause the sales decrease in last year.
&&&. %ack of proper training facilities for the employees to communicate effectively with
the customers.
&G. &nade'uate use of proper tools and techni'ues for improving productivity.
G. They concentrate more on foreign nominated chain shops and not searching
alternative domestic market.
2.11 S-&S*)O'S *O )MP4O5& *,& #S !%%&SSO4)&S:
To overcome the problems that KS is facing because of the hard competition etc the authority
can consider the following suggestions
-. Searching alternative market especially in 3uropean Cnion countries or in the other
industrially developed countries.
1. KS should try to use local raw materials produced at home to reduce the overall
production cost.4. They have to influence the government to lessen bureaucratic procedure.
5. The #>83* should pressurize government to get increased ta" holiday and other
e"port facility to enhance e"port volume.
6. The authority should try to reduce shipping problems by negotiating with the
government authority to ensure timely delivery of finished goods.
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3.1 4&%OMM&'#!*)O'S:
#ecause of the technological advancement, the business environments are constantly changing.
Fothing is fi"ed e"cept change. &n a recent meeting of #*T3$( in the /otel Sonargaon,
hakaI welcoming the new horizon in this connectionI almost all the speakers raised theirconcern.
There are a number of recommendations for the development of KS accessories. &t is e"pected
that the level of customer satisfaction of the company may be increased only if the management
takes into consideration to materialize the following suggestions
-. 2ontinuous customer contact monitoring is essential.
1. &ntegrated 8arketing 2ommunication D&82E should be used.
4. 2ustomer attraction and retention policy should be modified.
5. &dentify new area where new product is not available and no competitors e"ist.
6. The area where the competitors position is in better KS should offer attractive facilities
for the outlets and customers in that particular area.
7. 2omputerized cutting system must be implemented to avoid wastage of fabric and other
raw materials.
9. $lanning and other process of accessories industries should be more fle"ible and easy in
comparison with &ndia and $akistans process.
:. KS accessories should have to adopt online selling system
B. Hob enlargement and job enrichment techni'ues should be used to make the job more
effective.
-;. To increase the customer awareness of the group they should consider giving the
advertisements in printing and electronic media.
--. >overnment must work as facilitator of both promotion and regulation of accessories.
*ny attempt at direct involvement of government in procurement or supply of different
accessories materials can jeopardize the trade to non!returnable situation. $ast e"perience
in such effort through #*T3$( is pointer enough.
3.2 %O'%(-)#)' 4&M!4S:
*ccording to the modern marketing concept, consumers are the King and @ueen. 8arketers can
not earn profit or implement any techni'ue without satisfying the customers. (n the other hand,
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the business organizations are facing huge competition in the market. So, right marketing
techni'ue should be applied at the right time. &n this regard, the market plays a pivotal role on the
business field specially to implement a new mechanism.
*t present, no organization undertakes any fi"ed marketing policy and strategy. &t is constantly
changed with the advancement of information and technology. The automation of sales is being
implemented by KS as the pioneer in #angladesh.
KS *ccessories is a well! established and favorable group in #angladesh and worldwide. &n
around the world, garment accessories industry has huge amounts of buyers and customers. &n
fact, customer satisfaction is considered as a key valuable to attain the success of this industry. &t
was an attempt to understand the level of customer satisfaction of KS group through this study.
KS has an opportunity to enhance the level of customer satisfaction. That is why, a number of
recommendations have been stated and the management of KS can be benefited from it.
inally & confess that mistakes may take place in my report because of the various limitations. &n
the report & have presented many solutions and ways and these will be able to increase the overall
profitability and performance of the company. So at the end of my report, & can e"plicitly say
)only motivation to the employees and consumers with the proper practicing of the
recommendations and suggestions should be applied by KS accessories in the target field.+
for this the can apply the operation research, time events like $3*FT chart, value
engineering, work simplification and 'uality control circle.
G&. The company can implement the total 'uality management system for getting more
customer satisfaction, fewer defects and less waste, reduced cost, improved
productivity and environment on which 'uality has high priority.
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4eference:
-. 8r. Shameem, DSeptember!1;;:E )KS *ccessories at a glance+!pp!4
1. 8r. 3mrul and Sunil #arua,D(ctober,1;;:E+ KS $roducts vs. others about'uality+, Hournal of newspaper, pp!:4
4. KS Fews letter, D*ugust ;:E+#%((8 #CST3< $