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Introduction:

In Bangladesh, demand for Otobi furniture is growing very fast. At Otobi, we see no end to the

ladder of accomplishment. There is no limit; there are no restraints. This sense of freedom

manifests itself in innovative product designs and business strategies.” Inside Otobi “personifies

the dynamism and eclecticism of the drivers of Otobi’s success, with an aim to enhance inter-

departmental interaction and eliminate communication barriers.

A tidal wave of challenges has met us at every step: different business landscape, strained state

relationships and global depression have made it depression have made it difficult to ensure that

over 5,000 Otobians can maintain their lifestyle and attain better standards of living. We have

devised our strategies accordingly, and the Otobi Basic lines, wooden furniture, Lal Foring

Istishan, the new Metamorphosis campaign Notepad were some of the endeavors born

consequentially.

We designed an innovative recruitment procedure to ensure the system is unbiased and flirt,

enabling real talent to enter the company to make Otobi the greatest creative organization in the

world. We will remain united in our efforts to be more creative in a global context; we will strive

to learn on a continuous basis. Our new tagline “keeps reinventing “is a constant reminder that

we set our standards and we surpass even our own expectations repeatedly to surprise our

customers. We started out with passion and creativity and we always believed in ourselves. The

spirit of independence –the spirit of countless Otobians –will keep Otobi alive for years to come.

Origin of the report:

During 4 months semester of BBA program of eastern university, we are required to do a report

in the course bus 302: business research methods. This course is designed to give the business

students an understanding of business research method concept that is necessary for business

organization to adopt if they want to survive, also if they want to provide unique or good service,

let alone prosper in era of rapidly changing technology, changing customer needs, global

competition. Out of several options of the report topics, I have chosen a company, “OTOBI

FURNITURE LIMITED” for my report.

Objective of the study:

We have categorized our objectives of this report into two categories one is broad objective and

another one is specific objective. Broad and specific objectives includes-

Broad objective

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The broad objective of this report is to find out the customer satisfaction of furniture.

Specific objectives

If we break down our broad objective then some of the specific comes into our minds which are

as follows:

To find out employees are courteous with the customer or not.

To find out they are co-operative with the customer or not.

To check the effect of advertising on the consumer.

To find out should they need to improve their product quality also product design.

To find out price is reasonable or not.

To find out otobies furniture are more attractive than other company’s product or not.

To identify their seasonal discount offer is good or not.

To find out their showroom is enough or not.

To check that how many customer are dissatisfied to buy this product.

Hypothesis:

Hypothesis from statistics point of view are assumptions or theories that a researcher makes

about some characteristics of the population under study. I have used the above mentioned

constructs to develop hypothesis for the customer satisfaction of the service provided by otobi

furniture limited.

H0: otobi can contribute significantly in our national economy.

H1: otobi can not contribute significantly in our national economy.

H0: otobi can increase our employment.

H1: otobi can not increase our employment.

H0: otobi is taking part in various social activities.

H1: otobi is not taking part in social activities.

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Background:

In today’s International Business to market any product in the international market is very

difficult because of different cultural and demographic condition. It is also more difficult for

some of the company to market its product internationally because of competition. As I have

seen for the past few months of furniture Business in Bangladesh by various local and

multinational companies it will be a great opportunity for me to study a local multinational

company in this regard. Bangladeshi consumers always give preference to foreign brands rather

than home brands. In Bangladesh Otobi is one of the leading companies in furniture

manufacturer and selling I would like to study this company more closely and will try to

understand its marketing strategy. I have tried to integrate their Experiential Retail strategy in

Bangladesh. So basically this report will deal with the Experiential Retail and Experiential

Marketing strategies taken by them around the globe and also in our country.

Scope of the study:

Several researches has been done with regard to this problem to know the consumer behavior on

buying furniture in many countries but in Bangladesh no such type of research done to know the

consumer buying behavior. This research will be done on different parts in Dhaka city (jhigatola,

dhanmondi R.A, and elephant road) and the respondents will be collected on door to door basis.

Basically researchers will focus on the responses of 18-35 years people to know their purchasing

behavior of otobi furniture.

Rational of the study:

This research brings forward the various concerns created by the impact in the current furniture

market place, caused by the recent customer spending habits. The primary objectives of the

research are to examine the current consumer spending habits, in Bangladeshi furniture market.

The research also goes on to investigate what impact the spending habits create in the

competitive environment and pricing strategy among the notable brands. It also analysis the

possible outcomes that the recovery will bring to the consumer spending habits.

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Methodology

Methodology is the process or purpose of collecting data and information, which are required in

connecting with tools for best possible outcome.

There are various approaches to collect data for the report. But we should carefully select the

way according to nature of the report. We have designed the study carefully planned to yield

result that are objective as possible. The main lookout the report is to discover that, find out

present scenario customer satisfaction on furniture. In this section, we would like to emphasis on

research process that i have conduct while I am preparing the report. This process consists of the

following steps.

Data collection procedure:

to complete yhis we have to go through to two sources:

Primary data collection:

According to the nature of the report we need to collect data through primary source.

More over primary data is more reliable accurate, and organize according to our

requirement. we collect data through personal interview and signature .

Secondary data: Secondary data is also important for report. We use internet, books newspaper,

magazine, articles, and also few reports.

This chapter will introduce the methodology of the study. The information from the chapter 2

will be used to form the hypothesis. In addition, this chapter will describe the questionnaire the

samples, data collection and the statistical methods used to analyze the data. The method detail

are given below this chart:

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Population collection

Research instrument

Research hypothesis

Research design

Sample selection

Data collection

Data analysis

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2.1 populations

This report summarizes the result of quantitative survey research. In theoretical terms, a sample

is defined as a “subgroup or part of a larger population” the sampling process will be an

important step for this research because the population targeted is relatively large, the researcher

should therefore consider probability sampling since, by definition, its only constitutes those

particular group of people to whom the research be targeted. in this case, the age of 18-50 years

is considered because within this age the research will cover from teens to young consumers and

consumers with family household as they were focus of the data collected for the literature

review. To make it round figure I have taken 40 sample as research sample.

2.2 research instrument

The research instrument is a questionnaire which is divided into three parts:

Part 1- demographics.

Part 2-satisfaction.

Part 3- hypothesis testing.

2.3 research design

The proposed study will use a conceptual frame work to determine the customer satisfaction on

furniture. The study belongs to the area of consumer satisfaction regarding otobi furniture

limited. It requires an understanding of each customer’s experiences and perception about the

product. Traditional quantitative approaches to data collection using survey techniques are

suitable and reliable for this study.

This study use questionnaire survey method for collecting data. The advantages of questionnaire

survey method are providing quick, inexpensive, efficient and accurate means of assessing

information about population. as we discussed above ,a 20 items questionnaire was developed to

obtain the responses from Bangladeshi consumer about their opinions on various research

variables. The detail contents of the questionnaire, including the statements of questionnaire

items and ranging or the scale were shown in appendix.

2.4 sample

A series of questionnaire survey was conducted to identify consumer’s perception on the

research variables for this study. The questionnaires were written in English. The questionnaire

items will be refined through a process of purification. Simple random sampling technique was

used to collect 40 respondents from different places of Dhaka city like dhanmondi residential

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areas. The respondents of the sample are students, teacher, businessperson, employee and others

professional so that reflects the real picture.

2.5 sampling frame:

As we all know that sampling frame refers ti the sources material from where sample is being

drawn. For my survey I have chosen those people as my sample who use otobi furniture and

respondents will be drawn from the both residential areas, otobi dhanmondi branch, and our

university.

2.6 sampling unit

The respondents are the individually sample unit for my report.

2.7 data

In my report I will try my level best to make a proper blend of primary and secondary data.

2.7.2 Primary data

The primary data will be collected through questionnaire filled up by the user of otobi furniture,

consumers from dhanmondi residential area and our university students.

2.7.2 Secondary data

Apart from primary data secondary data will be collected from the literature review, internet,

articles, information provided the furniture company of Bangladesh.

2.8 budgets

This report will be conducted as course requirement and for that I do not need any special

budget.

2.9 times

I have got a restricted time for my report paper which is from the beginning of the summer

semester 2013 up to the end of the summer semester 2013.

2.10 data processing and analysis

The filled – in-interview schedule and filled notes was carefully examined, edited and

transcribed. The quantitative data was processed and analyzed by statistical package for social

sciences (spss, version17)

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Limitation of the study

Limitation of the report:

In carrying out the study we faced many limitations which are listed below:

Lack of experience:

The work of collecting the information requires much experience. But we had no

adequate idea, knowledge, and previous experience about the report. Therefore it is very

normal that error come into existence in the report.

Lack of facilities provided by the supervisor:

At the time of data collection we have faced several problems due to lack of facilities by

management.

Lack of interest by interviewer:

At the time of data collection it has been observed that mos of the participants of the

interview did not pay attention in answering the question.

Available of information:

Information was scatter. For this while it was difficult to organize and design.

Lack of economic support:

We hadn’t got economic support. This has created problem for us. We have completed

from our saving pocket money.

Communication gaps Communication gaps between respondents and distributor.

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Literature review:

Topic: customer satisfaction on furniture

The Customer Satisfaction Measurement Model: There are various models that are used in

measuring the level of customers’ satisfaction. I have calculating the Customer Satisfaction

Index (CSI). Because, it looks pretty smarter as it shows the satisfaction level as one number and

this measure model considers various parameters and this is easy to calculate. The customer

satisfaction index represents the overall satisfaction level of that customer as one number,

usually as a percentage. Plotting this satisfaction index of customer against a time scale shows

exactly how well the supplier accomplishing the task of customer satisfaction.

Market: A market is the set of actual and potential buyer of a product. These buyers share a

particular need or want that can be satisfied through exchange relationship.

Consider following four markets:

Consumer market: Mass consumer goods and services such as soft drinks, footwear,

toothpaste, air travel etc.

Business Market: Companies selling business goods and services face well trained and

well informed professional buyers. They buy goods and services for their utility or to

make a product to others.

Global market: Goods and services for global marketplace. They have to decide which

country to enter, how to enter, has to have a fit the cultural practises etc.

Non-profit and Governmental markets: Goods to non-profit organizations like churches,

universities, governmental agencies need to be priced carefully.

(Kotler Phillip- Marketing Management 11th edition)

Definition of Customer

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A customer (sometimes known as a client, buyer, or purchaser) is the recipient of a good,

service, product, or idea, obtained from a seller, vendor, or supplier for a monetary or other

valuable consideration. (Reizenstein 2004, pp. 119) Customers are generally categorized into two

types:

1. An intermediate customer or trade customer (more informally: "the trade") who is a

dealer that purchases goods for re-sale. (Reizenstein 2004, pp. 119)

2. An ultimate customer who does not in turn re-sell the things bought but either passes

them to the consumer or actually is the consumer. (Reizenstein 2004, pp. 119)

A customer may or may not also be a consumer, but the two notions are distinct, even though the

terms are commonly confused. (Reizenstein 2004, pp. 119).

A customer purchases goods; a consumer uses them. (Blythe 2008, pp. 18). An ultimate

customer may be a consumer as well, but just as equally may have purchased items for someone

else to consume. An intermediate customer is not a consumer at all. (Reizenstein 2004, pp. 119).

The situation is somewhat complicated in that ultimate customers of so-called industrial goods

and services (who are entities such as government bodies, manufacturers, and educational and

medical institutions) either themselves use up the goods and services that they buy, or

incorporate them into other finished products, and so are technically consumers, too. However,

they are rarely called that, but are rather called industrial customers or business-to-business

customers (Reizenstein 2004, pp. 119 ). Similarly, customers who buy services rather than

goods are rarely called consumers (Reizenstein 2004, pp. 119).

Six Sigma doctrine places (active) customers in opposition to two other classes of people: not-

customers and non-customers. Whilst customers have actively dealt with a business within a

particular recent period that depends from the product sold, not-customers are either past

customers who are no longer customers or potential customers who choose to do business with

the competition, and non-customers are people who are active in a different market segment

entirely. Geoff Tennant, a Six Sigma consultant from the United Kingdom, uses the following

analogy to explain the difference: A supermarket's customer is the person buying milk at that

supermarket; a not-customer is buying milk from a competing supermarket, whereas a non-

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customer doesn't buy milk from supermarkets at all but rather "has milk delivered to the door in

the traditional British way" (Tennant 2001, pp. 52).

Tennant also categorizes customers another way, that is employed outwith the fields of

marketing. (Tennant 2001, pp. 52–53). Whilst the intermediate/ultimate categorization is used by

marketers, market regulation, and economists, in the world of customer service customers are

categorized more often into two classes:

An external customer of an organization is a customer who is not directly connected to

that organization. (Tennant 2001, pp. 52–53).

An internal customer is a customer who is directly connected to an organization, and is

usually (but not necessarily) internal to the organization. Internal customers are usually

stakeholders, employees, or shareholders, but the definition also encompasses creditors

and external regulators (Kendall 2007, pp. 3,9)

The notion of an internal customer — before the introduction of which external customers were,

simply, customers — was popularized by quality management writer Joseph M. Juran, who

introduced it in the fourth edition of his Handbook (Juran 1988) (Kelemen 2003, pp. 28). It has

since gained wide acceptance in the literature on total quality management and service

marketing; (Kelemen 2003, pp. 28). and the customer satisfaction of internal customers is

nowadays recognized by many organizations as a precursor to, and prerequisite for, external

customer satisfaction, with authors such as Tansuhaj, Randall & McCullough 1991 arguing that

service organizations that design products for internal customer satisfaction are better able to

satisfy the needs of external customers. (Papasolomou-Doukakis 2001, pp. 71).

CONSUMER SATISFACTION PROCESS

The paramount goal of marketing is to understand the consumer and to influence buying

behaviour. One of the main perspectives of the consumer behaviour research analyses buying

behaviour from the so-called “information processing perspective" (Holbrook and Hirschman

1982). According to the model, customer decision-making process comprises a need-satisfying

behaviour and a wide range of motivating and influencing factors. The process can be depicted in

the following steps (Engel, Blackwell et al. 1995):

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• Search for information - search for data relevant for the purchasing decision, both from internal

sources (one's memory) and/or external sources.

• Pre-purchase alternative evaluation - assessment of available choices that can fulfil the realised

need by evaluating benefits they may deliver and reduction of the number of options to the one

(or several) preferred.

• Purchase - acquirement of the chosen option of product or service. ”Life cycle approaches to

sustainable consumption”, AIST

• Consumption - utilisation of the procured option.

• Post-purchase alternative re-evaluation - assessment of whether or not and to what degree the

consumption of the alternative produced satisfaction. • Divestment - disposal of the unconsumed

product or its remnants. Besides the information processing perspective, marketing analyses

consumer.

Definition of satisfaction:

Customer level of approval when comparing a product's perceived performance with his or her

expectations. Also could refer to discharge, extinguishment, or retirement of an obligation to the

acceptance of the obligor, or fulfillment of a claim. While satisfaction is sometimes equated with

performance, it implies compensation or substitution whereas performance denotes doing what

was actually promised.

Definition of customer satisfaction:

Customer satisfaction is a part of customer’s experience that exposes a supplier’s behavior on

customer’s expectation. It also depends on how efficiently it is managed and how promptly

services are provided. This satisfaction could be related to various business aspects like

marketing, product manufacturing, engineering, quality of products and services, responses

customer’s problems and queries, completion of project, post delivery services, complaint

management etc

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Project part

Project par

Otobi Story: Born in 1935 at Dinajpur, Painter and Sculptor Mr.Nitun Kundu graduated from Institute of Fine Arts, Dhaka in 1959, and securing 1st class 1st position. The same year he started his

career as a Designer in The United States Information Service (USIS) Dhaka. He left USIS as

Chief Designer in 1971 and participated in the liberation war. After the war he turned into a

freelance painter. In 1974 he conceived the idea of embarking into commercial venture and

started manufacturing decorative items at his residence and later at Shukrabad, in addition to

normal activities of painting and sculpture. The name of this mini workshop was “The

Designers”, employing only 4 persons. A recipient of National Award for painting in 1965 and Bangabandhu Award in 1992, Mr. Nitun

Kundu set up a small workshop in a tin-shed at Topkhana Road in February 1977 and named it

“Art in Craft”. Here, in addition to coat pin, cup, crest, trophy etc. he started manufacturing

decorative items, table lamp, and various types of metal furniture. Bangladesh is traditionally habituated to use wooden furniture, but our forest resources being

extremely limited, Mr. Nitun Kundu anticipated the need for metal furniture and in 1978 he

opened a show room at 230, New Elephant Road, Dhaka and gradually started marketing all

kinds of metal furniture in a professional manner. Having widely travelled all over the East and the West, Mr. Nitun Kundu gained sufficient

confidence and experience by 1984, when he started commercial production under the name and

brand Otobi. A great deal of emphasis was given to meet the need of customers and Otobi

products started gaining popularity. Mr. Nitun Kundu gradually engaged Industrial Designers and Engineers. Special efforts were

made to build up a core team of highly skilled craftsmen. All kinds of metal furniture were being

manufactured at Mirpur Factory and marketed through the Show room at Elephant Road by

1988. Because of its superior quality, OTOBI products continued to gain popularity. Mr. Nitun

Kundu developed a wide range of furniture for office, hospitals, residence and slowly created a

much wider popularity for Otobi products. Following training by AOTS in Japan, Mr. Nitun Kundu improved the quality of Otobi products

as well as sales ad marketing methods so successfully that by 1993 he constructed a four storied

building at Dilkusha C/A and opened a display centre there. The market demand for Otobi products continued to rise and company felt the need for

expanding its production capacities. Therefore, Mr. Nitun Kundu set up another factory at

Shyampur, Dhaka, covering land space of 64000 sq. ft. which went into experimental production

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in November 1994. The factory is now fully operational with latest machinery to manufacture a

wide range of most sophisticated furniture so that Otobi can compete in the international market.

The factory has now expanded to 3, 00,000 sq. ft. Due to the user preference of wooden furniture, Otobi decided to give a similar feel to their

customers and started to produce furniture from Laminated Board from May, 1999. This wood

particleboard has a wood like surface and can be designed to look exactly like wooden furniture.

These products of Otobi achieved tremendous market acceptance and later Mr. Nitun Kundu

created it to be ‘Knock-down’ format to save storage space and give carrying convenience to

customer. The special feature of Otobi products is that it takes extensive care to combine

functional utility with elegance, keeping in view the efficient use of floor space, OTOBI is now

equipped with the latest machines and technology to manufacture all kinds of sophisticated metal

furniture including hospital furniture and such other items. Mr. Nitun Kundu felt the need for introducing professionalism in his company and accordingly

engaged highly qualified management talent to meet the functional need of the present day

challenges. Otobi entered into the international market by exporting chairs to Ukraine in 1994. Otobi is fully conscious of its obligation to the society as a corporate citizen and is currently

marking all possible efforts to play its role effectively.

Awards Received: In their long journey Otobi has different kinds of awards from different activities. These awards

have given us spirit to go far away. The most well known awards have given like: The most prominent award for Otobi is the ISO certificate 9001:2000 certificate. Enterprise of

the Year .......... 2001

DHAKA Export Fair: 1st Prize for Stall ............ 1981 1st Prize for Pavilion ........... 1982 1st Prize for Pavilion ........... 1983 1st Prize for Pavilion ........... 1985 National Industrial Fair: 1st Prize for Pavilion ........... 1990

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1st Prize for Pavilion ........... 1995

DHAKA International Trade Fair: 1st Prize for Pavilion ........... 1996 2nd Prize for Pavilion .............1997

1st Prize for Pavilion ........... 1998 1st Prize for Pavilion ........... 2001 2nd Prize for Pavilion .............2004

Human Resources: Management: 368 Nos. Staffs: 306 Nos. Worker: 3577 Nos. Total Strength: 4851 Nos.

Product Line: 1. Office Furniture 2. Household Furniture 3. Computer Furniture 4. Hospital Furniture 5. Decorative Items 6. Kitchen Cabinet 7. Special Built in Cabinet 8. Work Station

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9. Various Engineering Products 10. Interior Project 11. Accent and Decors 12. Official Stationeries 13. Customized Product

Visions for the Future: “Keep reinventing” is Otobi’s new tagline, working as a constant reminder that we set our own

standards only to break them over and over again. The idea is to challenge our own limits in

order to surprise consumers consistently in terms of product design and variety, as well as ensure

we are motivated ourselves.

Target market: Identifying the consumers target is important because different consumers may have different

brand knowledge structures and thus different perception and preferences for the brand. It may

be difficult to be able to state which brand associations should be strongly held favorable and

unique. A number of considerations are important in defining and segmenting the market and

choosing target market segments. For Otobi the target market is huge starting from industrial

organizations, medical organization, corporate and individuals.

Market segmentation: Market segmentation involves dividing the market into distinct groups of homogeneous

consumers who have similar needs and consumer behavior and thus require similar marketing

mixes. For Otobi the target market is the middle class to higher middle class as the produce affordable

furniture for living and commercial purposes.

Nature of competition: It’s difficult to disentangle target market target market decisions from concerning the nature of

competition for the brand because they are often so closely related in other words deciding to

target a certain type of customer often at implicitly defines the nature of competition because

consumers in that segment in the already may look to certain brand in their purchase decision.

But for Otobi there are no specific types of customer. They offer huge range for personal to

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business purpose use. New Campaigns:

A recent campaign, which received much acclamation, was the Metamorphosis campaign,

launched in August last year. The TVC illustrates various types of transformations taking place

within a jungle. Initially, a divine light breaks through the mysterious clouds to the grain creation. The creatures in the jungle stare at the transformation in awe and surprise. At

first, they flee in fear and then return later with comfort. The cycle of metamorphosis continues.

Otobi depicted seven layers of meaning in this campaign: its outer shell introduced solid wood

furniture and innermost shell appropriated an essence of continuous reinvention. Within the

intermediary shells, Otobi gathers inspiration from nature and considers Otobian life as garden or

forest. Life goes on for travelers who gain motivation and enlighten from their journeys for their

own metamorphosis.

Diwali Campaign of India:

The Diwali campaign for India, for India, which was developed by the Communication

department, was an instant hit. The consumers were surprised and impressed by the ad

campaigns, the first of its kind in the Indian landscape. In order to enhance consumers’

emotional connections to the brand and provide a point of differentiation in a hyper-competitive

environment, retailers have increasingly turned their attention to creating memorable retail

experiences, which appeal to consumers at a physical and psychological level.

Points of Parity: Points of parity are the associations that are not necessarily unique to other brand but may in fact

be shared with other brands. There are two types of associations. These are Category points of

Parity are those associations that consumers view as being necessary to be a legitimate and

credible offering within a certain product or service category. Competitive POPs associations are designed to negate competitors’ points of difference. For

Otobi the point of parity with their competitors is: its products are furniture, same kind of woods

and raw materials are used.

Points of difference: Points of difference are strong, favorable and unique associations for brand. They may be based

on virtually any type of attribute or benefit associations. That is PODs are attributes or benefits

that consumers strongly, associate with a brand, positively evaluate, and believe that they could

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not find to the same extent with a competitive brand. For Otobi the POD is, it is the only local

brand that is also has gone international. As they have started business in India in 2008.

Unique Selling Proposition (USP): Advertising should give a consumer a compelling reason to buy a product that competitors could

not match. So designing ads was placed on communicating a distinctive, unique product benefit.

Otobi offers readymade furniture as well as they take order.

The Story of How Notepad Came into Being: Life on the 3rd floor of Otobi Centre used to be predictable and uneventful. Office furniture was

displayed just for the sake of it .Customers came in to meet their needs and the story finished

there with their purchase. We decided to give the office section a complete makeover. We brought in exciting new

contemporary designs, but needed to renovate the showroom to reflect the innovative products. That is when we began studying different interiors, so that the new showroom could be

extraordinary, groundbreaking and could inspire zest in others. Thus Notepad was born. A hide-and-seek concept was implemented to stimulate customer s while browsing through the

store. On a trial and error basis from straight lines to curved and diagonal lines, the designs

evolved, was completed and approved. Different types of wall-cladding materials, flooring

materials, specials types of lights and so on were selected and imported for the renovation works. On the floors we applied light colored mirror-polish tiles, marbles wood and frosted glass with a

play of light, so as to highlight our furniture. For ceiling materials we used gypsum boards,

wooden drop and so on. To emulate avidity of moods, we used different colors and illuminati

nation s to light up distinct areas of the floor. To reinforce the theme of the showroom, we assimilated a reception areas formal setting

arrangements, workstations, a conference room, an MD’s room, relaxation space to reduce

fatigue after long working hours, all in order to help potential customers vitalize what their office

interior might come with a purchase from Notepad. Sustainable Competitive Advantage: It relates to a firm’s ability to achieve an advantage in delivering superior value in the

marketplace for a prolonged period of time. As Otobi is in the king position in furniture

industries among the other manufacturers, they can provide any kind of furniture and also the

interior supports to the customers. As a giant company now a day they are providing the

complete office solution to the consumer which has got a big support from the customer’s side.

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Brand elements to build brand equity: Brand knowledge structures depend on the initial choices for the brand elements, the supporting

marketing program and the manner by which the brand is integrated into it, other associations

indirectly transferred to the brand by linking it to some other entities. Brand Elements, sometimes called brand identities are those trademark devices that serve to

identify and differentiate the brand. Their main function is to inherently enhance brand

awareness or facilitate the formation of strong, favorable, and unique brand associations or elicit

positive brand judgment or feelings. The test of the brand- building ability of brand elements is

what consumers would think or feel about the product IF they only knew about its brand

element. The brand elements can be the symbol, logo, slogan, URL, jingles etc.

Dhaka International Trade Fair 2010: The concept of this year’s Otobi pavilion at the Dhaka International Trade Fair 2010 was that of

a light box: a prominent reusable, approximately permanent structure reinforcing the boldness of

Otobi at the fair and enticing people to visit the stall. This year, the display area at the Otobi pavilion comprised around 5,700squre feet, as opposed to

the 3,700 square feet of the previous years .A cubical form was designed, the sturdiness of which

reflects the confidence of Otobians. The entire design is unique; articulating simplicity through

boldness .This was the first time an organized promotion area and the first tri-vision were jointly

incorporated into a structure at the DITF. There was an atrium where daylight filtered in through

the glass roof. The popularity of pavilion can be substantiated with a number of statistics:

• 33 new products

• 2,79,455 visitors

• Orders worth TK 7.92crores Otobi’s Light Box stood fearlessly at DITF 2010 due to the combined efforts of Otobians

projecting that ‘WE’ can make even the impossible possible.

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Sales:

Sales

Otobi Partex Navana Hatil

300 Sales250

200

150

100

50

0

2008(in crore) 2009 (in crore) 2010(in crore) Per year

Company Name 2006(in crore) 2007 (in crore) 2008(in crore)

Otobi 150 200 250

Partex 65.45 77 100

Navana 75.33 93 120

Hatil 79.25 97 125

From this table and chart we can easily compare the sales among the top furniture firm. In 2006

the sales of Otobi increased by 25% than the last year. Profit:

As Otobi is the leader company in furniture business so they earn the highest profit among

them. According to the information they keep 18% of their sales as a profit. So from the

graph we can say that in 2009 their profit was 4700000, in 2007 it increases by 3600000 and

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last year they earned 6500000 taka. Competitors: Mainly Otobi has three competitors in the furniture business. They are Hatil, Partex, Navana

furniture and the Akea internationally.. Others are optional because their raw material is not

same with Otobi. We can differentiate Otobi from the other companies because each and every

Otobi’s product has a different finishing, service and purpose will be more customers oriented. Quality: Otobi don’t compromise with their quality of their product. The quality of Otobi is much better

than its competitors as they use wood-tex for their products. Other manufacturers normally use

the jute-tex in their product. Now a day they are producing large quantity wooden product with a

large number of designs. Not only that they are importing different kinds of Cain furniture in our

country. Behind the quality of Otobi the secret is that we have a separate quality control

department. More than 100 man powers are working for maintaining the quality of the product.

Raw materials: The quality of raw materials is also good from other competitors. Otobi use Germany’s

machineries which are very good and other competitors use machineries from Thailand.

Additionally they are purchasing their raw materials from Germany, Thailand, Malaysia, India,

China and some other countries. In the time of importing these raw materials we are very

conscious about the quality of the materials.

Price:

From the customers we got the information that the price Otobi set for their products is

more reasonable and affordable to buy. They provide the best service to customers in

Bangladesh than any other furniture company in the country.

10

22

Empirical findings: the frequencies of the gender of persons, occupation of the respondents, income of

respondents,this is one of the best product i could have bought,otobi gives you individual

attention, satisfied with my decision to buy this product, employees are courteous with

customers, customer have fixed feeling about keeping this product, price is reasonable,otobis

product quality is good, the quality of wood or plastic should be more better, the furniture design

should be more better,otobi need to increase advertisement of the company,otobies furniture is

more attractive than other companies furniture,otobies seasonal discount offer is good thing, they

should increase their showroom, they should change their furniture, employees are very much

co-operative with the customer, they need to improve their product, it was the right thing to buy

this product,Dissatisfied to buy this product, they need to lunch wedding package, you are fully

satisfied to the company's home service

Statistics

gender of

persons

occupation

of the

respondents

income of

respondents

this is

one of

the best

product i

could

have

bought

otobi

gives you

individual

attention

satisfied

with my

decision

to buy

this

product

N Valid 40 40 40 40 40 40

Missing 0 0 0 0 0 0

Mean 1.5750 3.1750 3.1750 3.3000 3.2750 3.9750

Std.

Deviation

.5006 1.1742 1.1742 1.1591 .8767 1.0975

employees

are

courteous

with

customers

customer

have

fixed

feeling

about

keeping

this

product

price is

reasonable

otobis

product

quality

is good

the

quality

of wood

or

plastic

should

be more

better

the

furniture

design

should

be more

better

otobi need to

increase

advertisement

of the

company

otobies

furniture

is more

attractive

than other

companys

furniture

40 40 40 40 40 40 40 40

0 0 0 0 0 0 0 0

2.8750 3.2750 3.2750 3.6750 3.4750 3.8000 3.4000 3.0000

1.2442 1.2192 4.8198 .8883 1.3006 1.0908 1.0813 1.1983

23

otobies

seasona

l

discoun

t offer

is good

thing

they

should

increase

their

showroo

m

they

should

change

their

furnitur

e

employee

s are very

much co-

operative

with the

customer

they

need to

improv

e their

product

it was

the

right

thing

to buy

this

produc

t

dissatisfie

d to buy

this

product

they

need to

lunch

weddin

g

packag

e

you are

fully

satisfied

to the

company'

s home

service

40 40 40 40 40 40 40 40 40

0 0 0 0 0 0 0 0 0

3.6500 3.4250 3.5250 3.2250 3.9250 3.1500 2.5750 3.3750 3.5250

.9753 1.1068 1.2192 1.1655 .9167 1.0013 1.1742 1.1252 1.3006

11

24

Analysis

We can understand from the bar chart that the respondents are in equal number in the term of

gender. There are 40% male and 60% female who are participating in the survey of the

“customer satisfaction of the otobi.

Frequency table

gender of persons

Frequency Percent Valid Percent Cumulative

Percent

Valid male 17 42.5 42.5 42.5

female 23 57.5 57.5 100.0

Total 40 100.0 100.0

occupation of the respondents

25

Analysis

We can see the bar chart that most of the respondents are involved in the occupation of business

person with 35%.about 30% respondents are from the employee or service holder. There are

other occupation too- they are student , teacher and others. The percentage of their participation

is given on the bar chart.

Frequency Percent Valid Percent Cumulative

Percent

Valid teacher 5 12.5 12.5 12.5

student 5 12.5 12.5 25.0

employee 12 30.0 30.0 55.0

businessperson 14 35.0 35.0 90.0

others 4 10.0 10.0 100.0

Total 40 100.0 100.0

26

Analysis

From the bar chart we can see that most of the respondents have the income level up 10000 taka.

Those respondents are businessperson, employee, teacher, students. There are others ranges

income level participate in the survey which are given on the chart.

income of respondents

Frequency Percent Valid Percent Cumulative

Percent

Valid 20000-30000 5 12.5 12.5 12.5

5000-10000 5 12.5 12.5 25.0

30000-40000 12 30.0 30.0 55.0

40000-50000 14 35.0 35.0 90.0

50000-above 4 10.0 10.0 100.0

Total 40 100.0 100.0

27

This is one of the best products I could have bought

Analysis

we can see that most of the respondent are agree that this is one of the best product they could

have bought.40% of the respondent are agree,20% are disagree and neutral,12% strongly agree,

and 7.5% are strongly disagree.

this is one of the best product i could have bought

Frequency Percent Valid Percent Cumulative Percent

Valid

strongly disagree 3 7.5 7.5 7.5

disagree 8 20.0 20.0 27.5

neutral 8 20.0 20.0 47.5

agree 16 40.0 40.0 87.5

strongly agree 5 12.5 12.5 100.0

Total 40 100.0 100.0

28

Otobi gives you individual attention

Analysis

In this chart we can see that most of the respondents are agree that otobi gives them individual

attention.45% respondents are agree,32% are neutral,17.5% are disagree, 2.5% are strongly agree

and strongly disagree.

otobi gives you individual attention

Frequency Percent Valid Percent Cumulative Percent

Valid

strongly disagree 1 2.5 2.5 2.5

disagree 7 17.5 17.5 20.0

neutral 13 32.5 32.5 52.5

agree 18 45.0 45.0 97.5

strongly agree 1 2.5 2.5 100.0

Total 40 100.0 100.0

29

Satisfied with my decision to buy this product

satisfied with my decision to buy this product

Frequency Percent Valid Percent Cumulative Percent

Valid strongly disagree 1 2.5 2.5 2.5

disagree 4 10.0 10.0 12.5

neutral 6 15.0 15.0 27.5

agree 13 32.5 32.5 60.0

strongly agree 16 40.0 40.0 100.0

Total 40 100.0 100.0

Analysis

We can see that most of the respondents are strongly agree that they are satisfied with their

decision to buy this product.40% respondents are strongly agree,32.5% are agree,15% are

neutral,10% are disagree,2.5% are strongly disagree.

30

Employees are courteous with the customer

employees are courteous with customers

Frequency Percent Valid Percent Cumulative Percent

Valid strongly disagree 5 12.5 12.5 12.5

disagree 13 32.5 32.5 45.0

neutral 9 22.5 22.5 67.5

agree 8 20.0 20.0 87.5

strongly agree 5 12.5 12.5 100.0

Total 40 100.0 100.0

Analysis

In this chart we can see that most of the respondents are disagree that employees are courteous

with the customers.32.5% respondents disagree, 22.5% are neutral, 20% agree,12.5% are

strongly agree and strongly disagree.

31

Customer have mixed feeling about keeping this product

customer have fixed feeling about keeping this product

Frequency Percent Valid Percent Cumulative Percent

Valid strongly disagree 4 10.0 10.0 10.0

disagree 8 20.0 20.0 30.0

neutral 6 15.0 15.0 45.0

agree 17 42.5 42.5 87.5

strongly agree 5 12.5 12.5 100.0

Total 40 100.0 100.0

Analysis

Most of the respondents agree with they have fixed feeling about keeping this product.42%

agree, 20% disagree, and some are strongly disagree, strongly agree and also neutral about

it

32

Price is reasonable

5

Analysis

Most of the respondents are dissatisfied also satisfied.27.5% respondents are strongly disagree

and also agree. There are also some respondents who are neutral and also strongly agree. About

225% respondents are disagree

price is reasonable

Frequency Percent Valid Percent Cumulative Percent

Valid strongly disagree 11 27.5 27.5 27.5

disagree 9 22.5 22.5 50.0

neutral 7 17.5 17.5 67.5

agree 11 27.5 27.5 95.0

strongly agree 1 2.5 2.5 97.5

32.00 1 2.5 2.5 100.0

Total 40 100.0 100.0

33

Otobies product quality is good

otobis product quality is good

Frequency Percent Valid Percent Cumulative

Percent

Valid strongly disagree 1 2.5 2.5 2.5

disagree 3 7.5 7.5 10.0

neutral 9 22.5 22.5 32.5

agree 22 55.0 55.0 87.5

strongly agree 5 12.5 12.5 100.0

Total 40 100.0 100.0

Analysis

In this bar chart we can see that large amount of respondents are agree that otobies product

quality is good.55% respondents are agree about it.

34

The quality of wood or plastic should be better The quality of wood or plastic should more better

7

the quality of wood or plastic should be more better

Frequency Percent Valid Percent Cumulative Percent

Valid strongly disagree 5 12.5 12.5 12.5

disagree 4 10.0 10.0 22.5

neutral 7 17.5 17.5 40.0

agree 15 37.5 37.5 77.5

strongly agree 9 22.5 22.5 100.0

Total 40 100.0 100.0

Analysis

We can see that most of the respondents are agree that the quality of wood or plastic should be

more better.37.5% respondents are agree,22.5% are strongly agree. About 17.5% respondents are

neutral and 12.5% are strongly disagreeing this.

35

The furniture design should be more

the furniture design should be more better

Frequency Percent Valid Percent Cumulative Percent

Valid strongly disagree 1 2.5 2.5 2.5

disagree 4 10.0 10.0 12.5

neutral 10 25.0 25.0 37.5

agree 12 30.0 30.0 67.5

strongly agree 13 32.5 32.5 100.0

Total 40 100.0 100.0

8

Analysis

We can see in this bar chart, most of the respondents are strongly agree with the furniture design

should be more. About 32.5% are strongly agreed, 30% are agreed, and 25% are neutral. A little

portion of the respondents are strongly disagree and disagree, it’s about 2.5% and 10%.

36

Otobi need to increase the advertisement of the company

otobi need to increase advertisement of the company

Frequency Percent Valid Percent Cumulative Percent

Valid strongly disagree 3 7.5 7.5 7.5

disagree 4 10.0 10.0 17.5

neutral 12 30.0 30.0 47.5

agree 16 40.0 40.0 87.5

strongly agree 5 12.5 12.5 100.0

Total 40 100.0 100.0

Analysis

Most of the respondents agreed that company need to increase advertisement of the

company.40% agreed that,30% neutral.12.5% are strongly agree,10% are disagree, and 7.5 % are

strongly disagree.

37

Otobies furniture are more attractive than other companies furniture

otobies furniture is more attractive than other companys furniture

Frequency Percent Valid Percent Cumulative Percent

Valid strongly disagree 3 7.5 7.5 7.5

disagree 13 32.5 32.5 40.0

neutral 11 27.5 27.5 67.5

agree 7 17.5 17.5 85.0

strongly agree 6 15.0 15.0 100.0

Total 40 100.0 100.0

Analysis

Most of the respondents disagree that otobies furniture is more attractive other company’s

furniture.17.5% agreed that,27.5% neutral.15% are strongly agree,32.5% are disagree, and 7.5 %

are strongly disagree

38

Otobies seasonal discount offer is a good thing

otobies seasonal discount offer is good thing

Frequency Percent Valid Percent Cumulative Percent

Valid

strongly disagree 1 2.5 2.5 2.5

disagree 4 10.0 10.0 12.5

neutral 10 25.0 25.0 37.5

agree 18 45.0 45.0 82.5

strongly agree 7 17.5 17.5 100.0

Total 40 100.0 100.0

Analysis

We can see that 45% of the respondents are agreed that otobies seasonal discount offer is a good

thing. 45% are agree,25% are neutral,17.5% are strongly agree, 10% are disagree,2.5% are

strongly disagree.

39

They should increase their showroom

Analysis

Most of the respondents are agreed that otobi need to increase their showroom. 42.5% are

agreed, 25% are disagree, 15% of the respondents are neutral and strongly agree.2.5% are

strongly disagree.

they should increase their showroom

Frequency Percent Valid Percent Cumulative Percent

Valid strongly disagree 1 2.5 2.5 2.5

disagree 10 25.0 25.0 27.5

neutral 6 15.0 15.0 42.5

agree 17 42.5 42.5 85.0

strongly agree 6 15.0 15.0 100.0

Total 40 100.0 100.0

40

They should change their furniture

Analysis

Most of the respondents are agreed that they should change their furniture design. 40% are

agreed, 22.5% are strongly agree and disagree.10% are neutral and 5% are strongly disagree.

they should change their furniture

Frequency Percent Valid Percent Cumulative Percent

Valid

strongly disagree 2 5.0 5.0 5.0

disagree 9 22.5 22.5 27.5

neutral 4 10.0 10.0 37.5

agree 16 40.0 40.0 77.5

strongly agree 9 22.5 22.5 100.0

Total 40 100.0 100.0

41

Employees are very much co-operative with the customer

Analysis

We can see that about 30% of the respondents are neutral,25% are disagree,22.5% are agree and

17.5% are strongly agree. About 5% are strongly disagree.

employees are very much co-operative with the customer

Frequency Percent Valid Percent Cumulative Percent

Valid

strongly disagree 2 5.0 5.0 5.0

disagree 10 25.0 25.0 30.0

neutral 12 30.0 30.0 60.0

agree 9 22.5 22.5 82.5

strongly agree 7 17.5 17.5 100.0

Total 40 100.0 100.0

42

They need to improve their product

Analysis

Most of the respondents are agreed that otobi need to improve their product. 47.5% are agree,

27.5% are strongly agree, 15% re neutral,10% are disagree.

they need to improve their product

Frequency Percent Valid Percent Cumulative Percent

Valid

disagree 4 10.0 10.0 10.0

neutral 6 15.0 15.0 25.0

agree 19 47.5 47.5 72.5

strongly agree 11 27.5 27.5 100.0

Total 40 100.0 100.0

43

It was the right thing to buy this product

Analysis

45% respondents are agreed that it was the right things to buy this product.25% are disagree,

22.5% are neutral,2.5% are strongly agree and 5% are strongly disagree

it was the right thing to buy this product

Frequency Percent Valid Percent Cumulative Percent

Valid

strongly disagree 2 5.0 5.0 5.0

disagree 10 25.0 25.0 30.0

neutral 9 22.5 22.5 52.5

agree 18 45.0 45.0 97.5

strongly agree 1 2.5 2.5 100.0

Total 40 100.0 100.0

44

Dissatisfied to buy this product

Analysis

Most of the respondents disagree that they dissatisfied to buy this product.50% respondents are

dissatisfied,12.5% are strongly disagree and agree,10% are strongly agree,15% are neutral.

dissatisfied to buy this product

Frequency Percent Valid Percent Cumulative Percent

Valid

strongly disagree 5 12.5 12.5 12.5

disagree 20 50.0 50.0 62.5

neutral 6 15.0 15.0 77.5

agree 5 12.5 12.5 90.0

strongly agree 4 10.0 10.0 100.0

Total 40 100.0 100.0

45

They need to lunch wedding package

Analysis

30% of the respondents are agree that they need to launch wedding package, 30% also

neutral,17.5% are strongly agree and disagree.5% are strongly disagree.

they need to lunch wedding package

Frequency Percent Valid Percent Cumulative

Percent

Valid

strongly disagree 2 5.0 5.0 5.0

disagree 7 17.5 17.5 22.5

neutral 12 30.0 30.0 52.5

agree 12 30.0 30.0 82.5

strongly agree 7 17.5 17.5 100.0

Total 40 100.0 100.0

46

You are fully satisfied to the company’s home service

Analysis

Most of the respondents are agreed that they are fully satisfied to the company’s home

service.27.5% are strongly agree, 20% are neutral,12.5% are disagree,10% re strongly disagree.

you are fully satisfied to the company's home service

Frequency Percent Valid Percent Cumulative Percent

Valid strongly disagree 4 10.0 10.0 10.0

disagree 5 12.5 12.5 22.5

neutral 8 20.0 20.0 42.5

agree 12 30.0 30.0 72.5

strongly agree 11 27.5 27.5 100.0

Total 40 100.0 100.0

47

Corelation-1

Correlation-2

Correlations

price is reasonable occupation of the

respondents

price is reasonable Pearson Correlation 1 .254

Sig. (2-tailed) .114

N 40 40

occupation of the respondents Pearson Correlation .254 1

Sig. (2-tailed) .114

N 40 40

Correlations

the furniture design

should be more

better

gender of persons

the furniture design should be more

better

Pearson Correlation 1 .028

Sig. (2-tailed) .863

N 40 40

gender of persons Pearson Correlation .028 1

Sig. (2-tailed) .863

N 40 40

48

Regression-1

Variables Entered/Removed

Model Variables Entered Variables Removed Method

1 occupation of the respondents . Enter

a. All requested variables entered.

b. Dependent Variable: price is reasonable

Model Summary

Model R R Square Adjusted R Square Std. Error of the Estimate

1 .254a .065 .040 4.72257

a. Predictors: (Constant), occupation of the respondents

ANOVAb

Model Sum of Squares df Mean Square F Sig.

1 Regression 58.473 1 58.473 2.622 .114a

Residual 847.502 38 22.303

Total 905.975 39

a. Predictors: (Constant), occupation of the respondents

b. Dependent Variable: price is reasonable

Coefficientsa

Model Unstandardized Coefficients Standardized

Coefficients

B Std. Error Beta t Sig.

1 (Constant) -.036 2.177 -.016 .987

occupation of the

respondents

1.043 .644 .254 1.619 .114

a. Dependent Variable: price is reasonable

49

Regression-2

Variables Entered/Removedb

Model Variables Entered Variables Removed Method

1 gender of personsa . Enter

a. All requested variables entered.

b. Dependent Variable: the furniture design should be more better

Model Summary

Model R R Square Adjusted R Square Std. Error of the Estimate

1 .028a .001 -.026 1.10457

a. Predictors: (Constant), gender of persons

ANOVAb

Model Sum of Squares df Mean Square F Sig.

1

Regression .037 1 .037 .030 .863a

Residual 46.363 38 1.220

Total 46.400 39

a. Predictors: (Constant), gender of persons

b. Dependent Variable: the furniture design should be more better

Coefficientsa

Model Unstandardized Coefficients Standardized

Coefficients

B Std. Error Beta t Sig.

1 (Constant) 3.703 .583 6.350 .000

gender of persons .061 .353 .028 .174 .863

a. Dependent Variable: the furniture design should be more better

50

Swot analysis of otobi

Strength

Skilled Workforce: OTOBI possesses a skilled and efficient work force. While shifting its

manufacturing plant from Mirpur to Shyampur it took all of its skilled work force along with it.

Dynamic Leadership:

The founder of OTOBI, Mr. Nitun Kundu, is a dynamic person with lot of innovative skills. He

is a famous architecture of our country. As Managing Director, he has lead OTOBI to establish

itself to be a world class furniture manufacturer. Well Facilitated Production Site. Initially the

production site of OTOBI was located at Mirpur which day by day became overcrowded. That’s

why OTOBI had to shift some of its production facilities to Shyampur, located beside Dhaka-

Narayangang highway. Thereby they could also avoid burden of municipal tax and other costs.

Good Marketing Force. The marketing department of OTOBI is composed of good number of

skilled marketers. The brochures published by this department cannot but attract every cultured

person.

R & D. There is an R& D section in OTOBI which is guided by the MD himself. As the

Managing Director of OTOBI is very innovative he keeps himself involve in R&D as well as

encourages his employees for even small innovation.

Weaknesses

:

Failure to Follow JIT:

One of the main components of OTOBI’s product is imported from Malaysia, Thailand and

Singapore. Due to political unrest OTOBI keep huge buffer stock to meet contingencies. Which

makes it unable it to follow JIT. Sometimes this stock becomes so large that OTOBI has to stop

its further selling, and disposes the raw material first.

Price of OTOBI Product:

For the general people of Bangladesh price of the OTOBI product seems to be little high in

comparison to other wood made furniture, which restricts it to get a large customer group.

51

Opportunities:

Growing Market Share:

Starting from the small corner of the kitchen of a home maker up to the luxurious work stations

of the top executives, OTOBI has successfully established foothold through its various type of

furniture.

Market Share:

As Otobi provide furniture for not only a specific class of the socity, they have got a huge market

share all over the country. And this is a very positive sign that they are treating different

customers in a same way. The upper-middle class people are ready to buy quite expensive

product, so they have captured 20% of the total market share. Here other 62% of the furniture

users prefer to use normal furniture which is only made of normal wood and they from hatil,

partex, akter furniture etc.

52

Changing Culture:

With the change in culture and fashion, people are looking for stylist, well designed furniture for

their houses, offices and shops. This opens a broad market opportunity for OTOBI.

Growing Concern on Forestation:

Every year large portion of forest have been wiped off by the wood- businessmen for preparing

the wooden furniture, which has a devastating effect on the environment of our country. Now

people have become more conscious about forestation, they have started looking for furniture

made of other substitute materials as OTOBI offers.

Threats

New Competitors:

Recently in our country a good number of firms are coming up with their innovative and

competitive furniture like Partex, Tanin, and Akiz Partex. There is also some foreign furniture

being imported which becomes threat to OTOBI products.

Restriction on Use of Plastic:

Recently government has imposed restriction in use of polythene bag due to its detrimental

effect on the environment. Government is also thinking to impose restriction on other plastic

materials subsequently. As OTOBI is using a good amount of plastic material to produce its

product therefore this restriction may become a threat to OTOBI.

Use of Rot Iron

Use of rot iron as furniture is also becoming popular day by day with the change of culture and

fashion. It is also becoming a threat to OTOBI.

Political Unrest:

Political unrest is a normal phenomenon in our country. Supply of raw materials and production

schedule often gets stuck up due to strike and other political unrest. Thus it hinders the activities

of OTOBI like all other industries.

53

Major finding

Lack of courtesy.

Lack of co-operativeness.

Effect of advertising is not much.

Improvement of product quality also product design is needed.

Their product price is high.

Lack of attractiveness of product than competitor’s product.

Seasonal discount offer is good.

Showroom is not enough.

Customer dissatisfaction

54

Recommendation:

Their employees are not courteous with the customer. They need to courteous with the

customer otherwise they will not able to sustain in the market

They are not co-operative with the customer. If they are no co-operative with the

customer, the will customer will not come otobi showroom.

Advertising should be more so that the customer can know about the product.

They need to improve their product quality they need to use good quality wood and

plastic.

Because of high price lower income level customer can’t buy their product. They need to

make their price reasonable

They need to make their product attractive than other competitors product in the market.

They need to check how many customers are dissatisfied after buying their product.

Their showroom facility is not enough. They need to increase their showroom.

Their seasonal discount offer is good. Every customer appreciates their seasonal discount

offer.

55

Conclusion:

Otobi is operating their services in Furniture business is our country for the last thirty four years.

It creates a strong position for furniture as it successfully competing with the other furniture

organizations of Bangladesh. Managing brand is an essential task in every organization. Otobi

has successfully created their brand name and able to spread its wing internationally which is not

only promising for Otobi itself but also for the local brands.

Employing in Otobi ethnography within the experiential retail setting gives rise to a dynamic

way for researchers to understand the customer within the holistic context. If researchers and

managers of Otobi are to gain the most out of the experiential environment, and develop

experiential competencies, they are required to look beyond the questioning level. It can be seen

that traditional qualitative techniques, such as focus groups and interviews, are comparatively

limited within the experiential environment, in that they cannot truly capture the informant’s

natural behavior – words are not the entire story. Leaving experiential research at the questioning

level can lead to inaccurate findings, predominantly due to a lack of comparison against what

consumers actually do inside the store. For this reason it is important to assess the degree of

mismatch between what informants say and what they do. For managers the implications are

significant. Retailers cannot truly assess, establish or improve their experiential position unless

they identify what customers actually do inside the authentic context.

OTOBI Limited is one of the leading world class furniture manufacturers of its kind in the country. Over

the two and half decades of tireless endeavor, OTOBI earned the fame and image of the unique

manufacturer of world class products. OTOBI received National Business Award as “Enterprise of the

Year” for year 2001. It makes all kinds of metal, laminated board and plastic furniture. The functional

utility and durability with the elegance of OTOBI products earned the reliability and confidentiality of the

customers. Currently OTOBI’s product range cover the office furniture, household furniture, plastic

furniture, hospital furniture, computer furniture, kitchen cabinet, work station, storage rack, decorative

items and interior decoration. Besides these crests, trophy, medal, gift box etc are also the products of

OTOBI.

OTOBI could establish a strong organizational commitment to achieve superior quality to beat the

competitors in the quality aspects. Starting from managing director of OTOBI up to general worker every

one in OTOBI is self motivated to produce quality products.

OTOBI gives great emphasis on the customer need. The company is always trying to eliminate

the quality gap. When customers buy any OTOBI products they are ensured to be satisfied that

the price they are giving for a product is as worth as the quality of the product itself. The

customers bear the feelings that they are not being cheated with a huge price that OTOBI

charges.OTOBI often offers challenging goals to its employees. Side by side adequate incentives

are also arranged for meeting those goals.

56

OTOBI solicits the ideas taken from any level of worker. Any worker /employee of OTOBI are

at a liberty to talk about any idea which may improve the quality. There is a provision of

fortnightly meeting in OTOBI, chaired by MD himself. In the meeting all the production

managers discuss about the ideas and information generated at worker level of their respective

divisions. Afterwards, R &D section works on it if it is a viable one. This accepting attitude of

management facilitates to have a unique working

OTOBI used to follow TQM concept in identifying the defects. The defects are traced in the

production process. More over OTOBI produces its products in smaller lots size, that’s why even

if defective products are produced their number remains smaller, which also decreases the

wastage. Again with short production lot, defects show up immediately, they are quickly traced

to the source and problems are solved. As OTOBI is a leading and pioneer furniture maker in our

country OTOBI could establish a very good cross functional relationship among different

divisions. Here we may discuss about the operation management function. Marketing department

does the marketing forecast, accordingly production manager carry on acquisition of resources,

and thereafter conversion of inputs into outputs is done through transformation process. If the

marketing department could identify any change of customer need, immediately the idea is

forwarded to R&D department. R&D department acts accordingly and improve or restructure the

design.

57

References:

(1) http://www.accessmylibrary.com/article-1G1-74034598/experiential-value-

conceptualization-measurement.html

(2) Pine, II, B. J. and Gilmore, J. H. (1999) ‘The Experience Economy’, Harvard Business

School Press, Boston.

(3) http://www.integratedretailing.com/?p=131

(4)http://www.sciencedirect.com/science?_ob=ArticleListURL&_method=list&_ArticleListID=

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Report proposal

Introduction:

In Bangladesh, demand for Otobi furniture is growing very fast. At Otobi, we see no end to the

ladder of accomplishment. There is no limit; there are no restraints. This sense of freedom

manifests itself in innovative product designs and business strategies.” Inside Otobi “personifies

the dynamism and eclecticism of the drivers of Otobi’s success, with an aim to enhance inter-

departmental interaction and eliminate communication barriers.

A tidal wave of challenges has met us at every step: different business landscape, strained state

relationships and global depression have made it depression have made it difficult to ensure that

over 5,000 Otobians can maintain their lifestyle and attain better standards of living. We have

devised our strategies accordingly, and the Otobi Basic lines, wooden furniture, Lal Foring

Istishan, the new Metamorphosis campaign Notepad were some of the endeavors born

consequentially.

We designed an innovative recruitment procedure to ensure the system is unbiased and flirt,

enabling real talent to enter the company to make Otobi the greatest creative organization in the

world. We will remain united in our efforts to be more creative in a global context; we will strive

to learn on a continuous basis. Our new tagline “keeps reinventing “is a constant reminder that

we set our standards and we surpass even our own expectations repeatedly to surprise our

customers. We started out with passion and creativity and we always believed in ourselves. The

spirit of independence –the spirit of countless Otobians –will keep Otobi alive for years to come.

Background:

In today’s International Business to market any product in the international market is very

difficult because of different cultural and demographic condition. It is also more difficult for

some of the company to market its product internationally because of competition. As I have

seen for the past few months of furniture Business in Bangladesh by various local and

multinational companies it will be a great opportunity for me to study a local multinational

company in this regard. Bangladeshi consumers always give preference to foreign brands rather

than home brands. In Bangladesh Otobi is one of the leading companies in furniture

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manufacturer and selling I would like to study this company more closely and will try to

understand its marketing strategy. I have tried to integrate their Experiential Retail strategy in

Bangladesh. So basically this report will deal with the Experiential Retail and Experiential

Marketing strategies taken by them around the globe and also in our country.

Retional of the study:

This research brings forward the various concerns created by the impact in the current furniture

market place, caused by the recent customer spending habits. The primary objectives of the

research are to examine the current consumer spending habits, in Bangladeshi furniture market.

The research also goes on to investigate what impact the spending habits create in the

competitive environment and pricing strategy among the notable brands. It also analysis the

possible outcomes that the recovery will bring to the consumer spending habits.

Scope and objectives:

Several researches has been done with regard to this problem to know the consumer behavior on

buying furniture in many countries but in Bangladesh no such type of research done to know the

consumer buying behavior. This research will be done on different parts in Dhaka city (jhigatola,

dhanmondi R.A, and elephant road) and the respondents will be collected on door to door basis.

Basically researchers will focus on the responses of 18-35 years people to know their purchasing

behavior of otobi furniture.

Literature review on national economy:

2. Product and services: There are different products and services of otobi furniture ltd.such

as Office Furniture, Household Furniture, Computer Furniture, Hospital Furniture,

Decorative Items, Kitchen Cabinet, and Special Built in Cabinet, Work Station, Various

Engineering Products, Interior Project, Accent and Decors, Official Stationeries,

Customized Product.

2. Corporate responsibilities: otobi is not liable to our customers for any delay in the delivery

of our products where such a delay is due to matters or events outside of our reasonable control.

This includes, but is not limited to, postal strikes or other disruptions, natural disasters such as

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floods and fire, malicious damage and other unforeseeable circumstances. If there is an error in

pricing of an ordered product, we will inform you as soon as possible, giving you the correct

price and the option to either fulfill your order at this price or cancel it altogether. We shall be

under no obligation to fulfill an order that was advertised at an incorrect price. If you decide to

cancel the order and it has already been paid for, a full refund will be given as soon as possible.

Research Methodology:

As per aims and objectives, the research requires an in-depth identification and analysis strategy.

In order to support the idea, evidence of relevant data is essential. According to Saunders et al,

there are two basic methods of collecting data: primary and secondary. Saunders et al defines

primary data as the collected specifically for the research project being undertaken and

secondary data as the data used for a research project that were originally collected for some

other purpose.

Research design:

The researcher will have to collect responses from street and different types of universities.

These cities are chosen due to their urban high street reputation where detailed response towards

otobi is expected and also due to the convenience of contact that the researcher currently have

with some of the people living in those cities. The research will be undertaken methodically be

following these steps:

1) Sampling and data collection.

2) Collecting secondary data.

3) Analyzing and evaluating data collected.

4) Conclusion.

Sampling and data collection:

In theoretical terms, a sample is defined as a “subgroup or part of a larger population” the

sampling process will be an important step for this research because the population targeted is

relatively large, the researcher should therefore consider probability sampling since, by

definition ,its only constitutes those particular group of people to whom the research be targeted.

in this case, the age of 18-35 years is considered because within this age the research will cover

from teens to young consumers and consumers with family household as they were focus of the

data collected for the literature review.

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The primary data collection will be collected in three forms questionnaire, group discussion and

direct interviews. For each data collection methods, a specific number of respondents will be

considerd.the estimation is given on the table below.

Secondary data:

Saunders et al states that secondary data has the ability to provide the main source of answers to

the research quires and would be able to address the research objectives. The information

retrieved from secondary data will be used to compare the past trends affiliated with the research

topic and to support the analysis made on data collection results through identifying creation

similarities or disparities found in the secondary data source.

Analyzing and evaluating data:

The research will basically be a quantitative research .data collected will be tabulated and

calculate din statistical methods .data will be presented in pie charts and histogram

representations in order to consolidates the analysis and provide a visual evidence of the results.

Basic statistical tools such as mean, percentage change, frequency distribution will be utilized for

processing an accurate calculation. Numerical evidence will provide a solid analysis and

evaluation of the data collected.

Data processing and analysis:

The filled in interview schedule and field notes will be carefully examined, edited and

transcribed. The quantitative data would be processed and analyzed by statistical package for

social sciences. The analysis of data and writing report would absorb a considerable period of

time.

Conclusion:

Based on the results and findings, a comprehensive conclusion will be given to support the

responses previously analyzed and evaluated. It can be in the form of stating future trends or

directions based on the research findings or a statement of advantage and limitations of the

current situation.

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Research question:

Do you think companies seasonal discount offer is good thing

Should they increase their showroom

Should they change their design of furniture

Employers are very much co-operative with the customer

I’m sure it was the right thing to buy this product

. Do you think they need improve their product

Hypothesis:

H0: otobi can contribute significantly in our national economy.

H1: otobi can not contribute significantly in our national economy.

H0: otobi can increase our employment.

H1: otobi can not increase our employment.

H0: otobi is taking part in various social activities.

H1: otobi is not taking part in social activities.

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Tentative work plan

Following work schedule will be followed in this study. This schedule will be after getting the task order.

Activities W

1

W

2

W

3

W

4

W

5

W

6

W

7

W

8

W

9

W

10

W

11

W

12

W

13

W

14

W

15

W

16

Preparatory work: theorizing and

planning the study

Literature Review

Preparation and design of data

collection

Pre-test of the data collection

instruments

Training of interview and Field work

(data collection)

Data Collection and Data Processing

Report writing (draft)

Submission of draft report

Finalization of report

Dissemination of Report

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Research limitations:

Though careful consideration, the following limitations are brought forward by the researcher

that might produce some from of difficulty during its course:

1. Time constraints: there might be possibility of delay in the group discussion appointment since

it all depends upon the preferred time of the participants that might delay the course of the

research.

2. Accurate no. of respondents: the subscription in smart survey guarantees 50 responses in a

month. However this might not always be the case. A measure of uncertainty is always expected.

3. Personal interview: if some of the market experts to be interviewed belong to a company,

he/she might not want to disclose certain information due to prior conformation of privacy

policies. Some of the information might have been beneficial for the research.

Reference:

1. Journal.

2. http://dspace.bracu.ac.bd:8080/xmlui/bitstream/handle/10361/801/Md.%20Shahriyar%20

Hasan.pdf?sequence=1.

3. http://www.scribd.com/doc/52510365/OTOBI-1-renew

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