Bang Lac At

American International University - Bangladesh

Group Members:Shohag MD. Mohammudullah -- 07-

09604-3Mumtarin Sumayra -- 09-14663-3Rahman Obaidur -- 07-09554-3

Hussain Farhan Shams -- 09-14915-3Uddin, Faisal Jashim -- 09-14158-2

Course Teacher: Khan, 1 | P a g e

TahsinaSection: A

“Bangla CAT”Our Term Paper Topic:

Marketing plan for “BANGLA CAT”

A report submitted to the Department of Marketing, AIUB, in part-fulfillment of the requirements of the final examination in

Business to Business marketing, Fall-Semester 2011.

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December 1, 2011

Khan, Tahsina NimmiDepartment of MarketingAmerican International University-BangladeshBanani, Dhaka

Dear Tahsina Nimmi Khan,

In compliance with the fulfillment of the requirements on the subject “Business to Business Marketing”, the students of our group would like to present the proposal entitled “Marketing Plan for BANGLA CAT”, in accordance with your instructions.

The main purpose of the document is to have a full proof business to business plan for Bangla CAT. This will help a lot of Business to Business Marketing students and businesses.

We hope that this proposal will meet your approval.

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Very truly yours,

Shadowplay Group

Acknowledgement:The Information that have been presented in this term paper regarding the company’s products and service are all based on the information provided generally on the company’s personal website and more general information of Caterpillar Inc. in its mother company website. We greatly thank the “CAT Inc.” and “Bangla CAT” respectively, for putting up a comprehensive navigating website and information for its customers and consumers. We would also like to thank our most knowledgeable Business to Business marketing course teacher, Tahsina Khan. She has provided us with a wide and valuable lecture on B2B marketing, expanding our knowledge on the business to business format. An internal source came in from an employee of Bangla CAT, Ziaur Rahman Galib and he is a senior electrical engineer in Bangla CAT, majority of the important and internal information were passed on to us by him, which he collected from different departments of his company. Last but not the least we would like to thank ourselves, all the group members who worked day and night to bring out this well-attired term paper.

Summary:

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The term paper consists of a brief introduction on “Bangla CAT” and general introductory overview information and its missions, visions and values of the company. It starts with discussing the general situation analysis of the company in the international perspective and also discussing the micro and macro environmental factors in the country. There is a brief aspect of rationale for the study, its organizational background and the history of the company here in Bangladesh. The products and services of this company are analyzed and discussed in this term paper including brief information and pictures of the different types of products that are offered to the Business customers in the country specifically the government, classifying their products on the basis of product & services of the organization with different sizes, Product Line Length, Line Width and Line Depth mixes. It even conveys the marketing objectives of the company and how we can complete the positioning strategy, marketing mix, pricing, distribution, promotion – advertising, sales strategy & sales promotion, customer service etc. The term paper additionally includes the target Market – market demographics, behavioral factors, and the market needs, the trends & growths of “Bangla CAT”. We have done some analysis of this company such as the SWOT analysis, the competitor analysis. We even have put up marketing controls such as marketing organizations, contingency planning & future marketing plans like product/service offering.

Table of contents

Rationale of the Study.....................................................................................6

Organization Overview or Profile of the Organization:.........................................................................................................................6

Mission, Vision and Values:...........................................................................7

Situation analysis :..........................................................................................8

Macro and Micro Environmental Factors:......................................................9

Target Market:...............................................................................................12

Market Growth:.............................................................................................14

SWOT Analysis:...........................................................................................14

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Competitor Review:......................................................................................15

Marketing Strategy:.......................................................................................16

Products:........................................................................................................18

Service:..........................................................................................................21

Pricing Strategy:............................................................................................25

Distribution Strategy:....................................................................................25

Marketing Action:.........................................................................................25

What will be done?..........................................................................26

When will it be done?......................................................................26

Who is responsible for doing it?......................................................26

How much will it cost?....................................................................26

Budget Control..............................................................................................27

Conclusions...................................................................................................28

Body of the Report

Rationale of the Study

Development Infrastructure sector of Bangladesh is growing at a very increased pace. Roads, highways, bridges and buildings are being constructed rapidly. So, we are going to make a business plan of Caterpillar Incorporated, which is an American company to establish itself here. It is established in Bangladesh named as “Bangla CAT” which delivers all sorts of machinery to support the operations of building top class engineered infrastructure in the country.

Organization Overview or Profile of the Organization

Caterpillar Inc., also known as "CAT", designs, manufactures, markets and sells machinery and engines. It also sells financial products and insurance to customers via a worldwide dealer network. Caterpillar is the world's largest manufacturer of construction and mining equipment, diesel and natural gas engines and industrial gas turbines. With more than US$70 billion in

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assets, Caterpillar was ranked number one in its industry. Caterpillar stock is a component of the Dow Jones Industrial Average.

Caterpillar Inc. traces its origins to the 1925 merger of the Holt Manufacturing Company and the C. L. Best Tractor Company, creating a new entity, the California based Caterpillar Tractor Company. In 1986, the company re-organized itself as a Delaware corporation under the current name; Caterpillar Inc. Caterpillar's headquarters are located in Peoria, Illinois, United States. Caterpillar machinery is recognizable by its trademark "Caterpillar Yellow" livery and the "CAT" logo.

Company History in Bangladesh

Bangla Trac Limited (concluding business under the name ‘Bangla CAT’) was appointed the dealership for Caterpillar engines and equipments in the People’s Republic of Bangladesh on the 11th of October 2004. Bangla CAT’s management brings with it over thirty years of experience in marketing Caterpillar products in Bangladesh. Bangla CAT also brings with it the commitment to improve the already high level of service and coverage that Caterpillar customers receive. With a corporate Office located in the heart of Dhaka in 4, Mohakhali Commercial Area and a Service Centre in the highly industrialized region of Vulta on the easily accessible Dhaka-Narshingdi highway, Bangla CAT will provide unparalleled nationwide customer access. Starting with an impressive fleet of dedicated servicing vehicles, Bangla CAT also aims to expand its facilitates to a fleet of servicing vehicles capable of providing round the clock support, a regional office in the Chittagong region and a fully-equipped Service Workshop north of Dhaka by mid-2005. This expansion will result in unparalleled service coverage, access and most importantly, customer satisfaction

Mission, Vision and Values

Our Mission:

We add value to our stakeholders by Using our expertise to understand their needs Providing innovative solutions Actively encouraging a culture of continuous improvement Developing and utilizing our people, technology and capital efficiently and effectively.

Our Vision

We make progress possible through excellence in technology, integrity & best in class customer services.

Our Values

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Customer Service First Teamwork Integrity Innovation Leadership Through Excellence Quality Ownership Mentality

Situation analysis

Caterpillar Inc. manufactures and sells construction and mining equipment, diesel and natural gas

engines, and industrial gas turbines worldwide. Its Machinery business engages in the design,

manufacture, marketing, and sale of construction, mining, and forestry machinery, such as track

and wheel tractors, track and wheel loaders, pipe layers, motor graders, wheel tractor-scrapers,

track and wheel excavators, backhoe loaders, log skidders, log loaders, off-highway trucks,

articulated trucks, paving products, skid steer loaders, and related parts. This business also

involves in the design, manufacture, remanufacture, maintenance, and services of rail-related

products, as well as offers logistics services. The company’s Engines business designs,

manufactures, markets, and sells engines for its machinery; electric power generation systems;

on-highway vehicles and locomotives; marine, petroleum, construction, industrial, agricultural,

and other applications; and related parts. This business also remanufactures engines, and various 8 | P a g e

machine and engine components, as well as provides remanufacturing services for other

companies. Its Financial Products business provides various financing alternatives to customers

and dealers for the company’s machinery and engines, solar gas turbines, and other equipment

and marine vessels, as well as offers loans to customers and dealers. This business also provides

various forms of insurance to customers and dealers to support the purchase and lease of its

equipment; and invests in independent power projects using Caterpillar’s power generation

equipment and services. Caterpillar markets its products through distribution centers. It has a

joint venture with Navistar International Corp. to manufacture and distribute commercial trucks.

Bangla Trac Limited (conducting business under the name ‘Bangla CAT’) was appointed the

dealership for Caterpillar engines and equipments in the People’s Republic of Bangladesh on the

11th of October 2004. Bangla CAT’s management brings with it over thirty years of experience

in marketing Caterpillar products in Bangladesh.

Locally

Largest Electric Power Generation (EPG) Dealer for Caterpillar in Asia Pacific

Among the Top 5 Caterpillar EPG Dealers Globally

Largest Gas Engine Dealer

Macro and Micro Environmental Factors:

The Company’s Macro environment

The company and all of the other actors operate in a larger macro environment of forces that shape opportunities and pose threats to the company. There are six major forces (outlined below) in the company’s macro environment.

Demographic Economic

Natural

Technological

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Political

Cultural

Demographic: Demography is the study of human populations in terms of size, density, location, age, sex, race, occupation, and other statistics. It is of major interest to marketers because it involves people and people make up markets. Demographic trends are constantly changing. What can be noticed from the Bangladeshi market demography is that the population is increasing and there is a huge need for development infrastructure as the country is developing rapidly. Bangla CAT sees this factor as an opportunity.

Economic: The economic environment includes those factors that affect consumer purchasing power and spending patterns. Since, this country is developing at a very high pace; the GDP is at one of the highest pace in the history of economics, the country’s development in its economy is yet another huge advantage for us.

Natural: The natural environment involves natural resources that are needed as inputs by marketers or that are affected by marketing activities. None of the natural environmental is going to have a great influence us in the near future but it might in the long run as the conditions of our planet is deteriorating at a great pace.

Technological: The technological environment includes forces that create new technologies, creating new product and market opportunities. There are both threats and opportunities in the technological factor as people are getting for dependent on technology it is yet an opportunity for our company to step in. But it also increases the competition for our company as there are going to technological advancements in our industry and there is also which is improving and might catch up with us very soon if we do not run faster.

Political: The political environment includes laws, government agencies, and pressure groups that influence and limit various organizations and individuals in a given society. The political environment is a typical third world country situation, laws and government agencies are favorable at times and even unfavorable at times. We should make out the best of us at the favorable times, there is always going to be good times and bad times, the fact is how much we can achieve when it is favorable.

Cultural: The cultural environment is made up of institutions and other forces that affect society’s basic values, perceptions, preferences, and behaviors. For now, our company has no threat and we do not seem to nudge or regulate the culture and we do not think it will have to do anything with our company.

The Company’s Micro environment

The microenvironment consists of five components. The first is the organization’s internal environment—its several departments and management levels—as it affects marketing management's decision making. The second component includes the marketing channel firms that cooperate to create value: the suppliers and marketing intermediaries (middlemen, physical

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distribution firms, marketing-service agencies, financial intermediaries). The third component consists of the five types of markets in which the organization can sell: the consumer, producer, reseller, government, and international markets. The fourth component consists of the competitors facing the organization. The fifth component consists of all the publics that have an actual or potential interest in or impact on the organization’s ability to achieve its objectives: financial, media, government, citizen action, and local, general, and internal publics. So the microenvironment consists of six forces close to the company that affect its ability to serve its customers:

The company itself (including departments) Suppliers

Marketing channel firms (intermediaries)

Customer markets

Competitors

Publics

The company itself: The first force is the company itself and the role it plays in the microenvironment. This could be deemed the internal environment.

i. Top management is responsible for setting the company’s mission, objectives, broad strategies, and policies and it has been managed by the officials neatly.

ii. Marketing managers must make decisions within the parameters established by top management, since a greater products are all business to business our marketing managers always to focus on strategies on how to continuously innovate in marketing strategies to pull the potential customers out there and as well as build up customers for the near future.

iii. Marketing managers must also work closely with other company departments. Areas such as finance, R & D, purchasing, manufacturing, and accounting all produce better results when aligned by common objectives and goals, most of the R&D work is done by the parent company Caterpillar Inc. so that loosens our tension to bring in new products for our customers, yet the marketing manager has to work with the other departments to bring out one standardized quality of both product and service which the customer feels that the whole company is working as one unit and they can enjoy their time with the company.

iv. All departments must “think consumer” if the firm is to be successful. The goal is to provide superior customer value and satisfaction.

Suppliers: We ourselves are the suppliers for the products to our customers, but there are some loose end customers who supply spare parts and other handy products from our company.

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Marketing channel firms: That is handled by our set of channels fixed at different locations throughout the nations different developing and potential states of the nation.

Customer Markets: Customers buy goods and services for further processing or for use in their production process and even some of them supply in the need of some other business functions and government agencies also work the same way for us.

Competitors: Every company faces a wide range of competitors. A company must secure a strategic advantage over competitors by positioning their offerings to be successful in the marketplace. No single competitive strategy is best for all companies. Although, we do not have a great deal of competition in Bangladesh, yet, we keep on looking to stay ahead of the game.

Publics: A public is any group that has an actual or potential interest in or impact on an organization’s ability to achieve its objectives. We are very concerned about it and much of the positive influence and thoughts from the public come from the great deal of brand image and goodwill which Caterpillar Inc. has in store for us. Nevertheless, we still influence on having good relationships with the public and enhance them over time with different sponsorships, promotions and CSR activities that brings our company in the positive spotlight to increase and give a positive link to the public.

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Target Market

Market Description:Country Total Mines Under Process Equipment

Pakistan 28 22 Traditional

India 54 33 Traditional

Iran 16 5 Traditional

Afghanistan 7 3 Traditional

Total 105 63 Efficiency 19 %

In Bangladesh, Bangla CAT basically does the same business as rest of the world and it is also

engaged in to some other categories such as the power plant business. Bangladesh does not have

any mining projects undertaken by Bangla CAT at the moment but Bangla CAT is looking

forward to the opportunity to work for the government on the basis of a mining project if there

are any in the near future.

Market Segmentation:1. Geographic Segmentation

2. Psychographic Segmentation

Realizing the market opportunity the Caterpillar Inc. and Bangla CAT in general, aims to

identify the discussed geographical area as its potential segment and it also acts on the science of

using psychology and demographics to better understand consumers. Psychographic

segmentation is the means in which consumers are divided according to their lifestyle,

personality, values. The trend in converting to cheaper CNG for generators and using Natural

Gas for producing electricity concluded to psychographic segmentation.

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Market Needs:

Few years ago, after Bangladesh shifted towards using Carbonated Nitrogen Gas (CNG) as their

primary natural gas a lot of vehicles and personal generators of organizations too were switched

to CNG generators and Bangla CAT acted at that instance they had a huge market need out there

a lot of industrial and commercial need for generators were created and Bangla CAT took full

advantage of it.

Market Share (United States):

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Market Growth:

Once established, caterpillar projects attain to a very high growth in this market, particularly In

the developing countries, recently a lot of development work have been undergoing in our

country. In general, a developing country usually goes through a lot of rebuilding and new

construction of many new infrastructures by the government. But the purchases made were on

contractual basis with large real estate builders and developers and real estate groups, and all

these purchases were from the product line of cranes, dumpers and big movers and bulldozers.

SWOT Analysis:

Strengths:1. Goodwill, High Brand Image.2. High Quality products3. Global reach. Distributors all around the world.4. The only producers of Mining equipment in the world.5. Huge Product base.6. Financing their own equipment7. World-wide production (Europe, Australia, North & south America)

Weaknesses:1. Expensive Shipment 2. Difficult to mobilize the equipment3. Operational Cost4. Expensive equipment

Opportunities:1. Asian markets2. Monopoly in mining equipment 3. Changing trends (petroleum fuels to Coal and Gas energy)

Threats:1. Global recession2. Rising operational cost 3. Law & order situation4. Global security issues5. Political instability

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Competitor Review:

Although Caterpillar Inc. has been the only innovating firm in the industry of heavy machinery

and vehicles development, but a lot of other national and international companies have been

plunging in to the same business and offering a competition to CAT.

One of the largest competitors to Caterpillar is Hitachi, Yamaha & Honda, though these firms

give caterpillar tough time in the cranes, generators, Motor turbines and engine, but if we look at

the specialization these firms in to the Mining Equipment production Caterpillar has no match.

So Caterpillar is practically the only firm in the world to specialize in the production of the

mining equipment. There are many other local companies from the United Kingdom, United

States, Europe and some from Asia but they aren’t as efficient and as huge as Caterpillar’s

transactions are. Specifically, there are a lot of competitors of the generator business in

Bangladesh competing with Bangla CAT.

Heavy Industrial Equipment Makers:

Company Symbol Market Cap

United Technologies Corp. UTX 61.08B

Caterpillar Inc. CAT 33.90B

Mitsubishi Heavy Industries, Ltd.

HONDA

Deere & Co. DE 18.63B

YAMAHA YMH 48.92B

Illinois Tool Works Inc. ITW 22.67B

CNH Global NV CNH 4.37B

Parker Hannifin Corporation PH 8.55B

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Marketing Strategy:Caterpillar even in the times of economic hardship is trying its level best to expand the customer base and go globally. Analyzing the position of the target market caterpillar sees the great opportunity for the future. Considering the launch of its mining line of products caterpillar aims to get the FIRST MOVER ADVANTAGE in this virgin market of mining. Caterpillar sets its objective in the following manners.

Objectives: First year Objective: To launch the caterpillar & to exploit the first movers advantage in

the mining equipment industry in south Asian countries.

Second year Objective: To attain the targeted sales and expand the distribution

networks.

Third Year Objectives: To sustain the sales and achieve the growth in the third year of

operations.

Target Markets:i. Pakistan

ii. Afghanistan

iii. India

iv. Bangladesh

v. Iran

Market Segmentation:

Geographic SegmentationThe market is segmented on the basis of Geographic location, as we are well aware that

Caterpillar is a multi-national. It has its distribution centers globally and reaching almost every

market, therefore this marketing plan aims to market its special line of mining equipment to the

countries and region where mining is still practiced in a very traditional and risky way. The

position strategy will definitely be to offer the same product line to several markets of mining

and modern construction equipment used to make construction much more effective and time

efficient along with that the deficiency of electricity supply in the South Asian regions and

comes the need of generators which Caterpillar aims to full fill in these regions.

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Modern Coal Mine in USA

Traditional coal mining in the eastern part of India

(Product) Mining Equipment OF Caterpillar

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Bangla CAT Products

Gas Generators:

Caterpillar Gas Generator sets deliver low emissions with power ratings from 80 kWe and the

fuel flexibility to burn biomass, pipeline natural gas, LPG, LNG and CBM. Robust design

provides life-long and simplified operation.

Diesel Generators:

Caterpillar is the world’s largest manufacturer of high-speed diesel generator sets and engines,

offering the largest range ratings from 12 kWe to 17,463 kWe of specifications available.

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HFO Generators:

Caterpillar Motoren GmbH Co. & KG manufactures low emission-high efficiency liquid fuel

fired gensets ranging from 2.5 MWe to 13.9 MWe and Natural Gas fired Genset of 6.5 MWe at

500 to 750 RPM. Caterpillar liquid fuel fired engines eventually can run up to 700 cSt of fuel

quality. Caterpillar Motoren provides detailed customer consultation and engineering to make the

project reliable and worthy with simple cycle and cogeneration that consistently exceed our

customers’ expectations. Our experience spans the globe with installations on every continent,

delivering power from 2.8 to over 100 MWe. Our trust is earned and sustained every day through

the continuous success of our customers together we have demonstrated the power to make

progress possible.

Construction Machineries:

The Caterpillar equipment product line, consisting of more than 300 machines, sets the standard

for our industry-one that is increasingly customer-focused. We plan to remain the leader, and

continue to help you meet your needs with our equipment, with the best distribution and product 21 | P a g e

support system in any capital goods industry and the continual introduction and updating of

products.

Material Handling:

Our complete line of lift truck range covers capacities from 800 kg to 15,000 kg. Choose from

solid or pneumatic tires, as well as electric, gasoline, LPG, diesel and electric narrow aisle

products such as stackers, reach trucks, order pickers and pallet movers. We also offer a wide

range of attachments from basic forks and clamps to load stabilizers and drum handlers.

Service:

Bangla CAT Service Department:

Sustainability of equipment depends on the availability of parts and service support. That is how

BanglaCAT Service Division came into being in order to support the product we sell. We are not

just selling CAT’s Products; we also provide total customer solution. Our primary goal is to

provide total customer satisfaction.

We have numbers of Skilled Engineers & Technicians to support the entire CAT products in our

territory. With more than 100 trained & skilled Service Engineers & technicians are there to

maintain and repair all Caterpillar equipments in Bangladesh. However, with the added

capability of overhauling engines, power generating sets and machines components repairs in the

well equipped BanglaCAT Ashulia Workshop, established & operated in mid April 2008, to

cater to the needs of our customers.

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We have constantly made changes to enhancing service skills and procuring the right tools to

adapt to customer demand to shorter downtime. We assure to continue to strive for service

excellence.

Total Customer Care:

24 Hours Emergency Call Out Services

Specialized Service Workshop for Engines

Complete Modern Workshop for Gas & Diesel Engine Major Repairs, Generator Sets &

Machines , Components Repairs

Qualified Field Engineers & Technicians

Customized Service Agreements:

On–Site Preventive Maintenance

Technical Inspections (TAI & TAAII)

Planned Preventive Maintenance (CSA)

On-site Engineers & Technicians

Scheduled Oil Sampling (S.O.S) fluids analysis

Field Service:

Field Engineers & Technicians & Specialist with fully equipped with diagnostic tools to provide

the following infield services.

Troubleshoot & Diagnose engines & machines failure & breakdowns

Repairs on site Engine breakdowns

Technical Analysis Evaluations

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Marine Solution:

Caterpillar is the marine industry’s leading provider of medium and high speed marine diesel

engines, generator sets and auxiliary engines. Manufacturing both the Cat ® and MaK brands for

marine engines, Caterpillar Marine Power Systems is committed to meeting customer

requirements regardless of their vessel or location. Every Caterpillar marine engine comes with

75 years of engine experience. Our world-class product line of high speed and medium-speed

marine engines for commercial, ocean-going and pleasure craft marine power systems

applications allows us to offer power solutions for the output range of 11 kW-16,000 kW, main

propulsion and onboard power supply, including emergency generator sets, single or multi-

engine plants and complete propulsion systems. Caterpillar Marine Power Systems has a clear

focus on the key segments that make up the global marine industry, developing products and

services to support the unique, individual needs of each of these segments: Cruise / Ferry /

General Cargo / Inland Waterway / Tug & Salvage / Dredge / Offshore.

Rentals:

Bangla CAT Power rental fleet ranges from 100 kVA to 635 kVA with a total fleet capacity of 9

MWe. Rental fleet has the most modern tools and highly trained service personnel to back these

products. Units are all ‘Prime’ rated and thus suitable for unlimited continuous usage

applications. Our rental agreement allows for the maximum operating hours in the industry and

our engines have the best fuel consumption efficiency which results in overall lower cost of

operations. Moreover these premium qualities Caterpillar generators have been maintained to the

highest standards using genuine CAT parts and qualified engineers to ensure the quality in every

Bangla CAT Power Rental solution.

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Training:

Bangla CAT Training Program supports our employees and customers for skills and capacity

building development and helps to increase their work competency. This training program

primarily aims to train in-house service engineers & service technicians as per Caterpillar

instruction and also with the help of different training aids. We also train customers on specific

products as per our customers’ requirements. We conduct product training at customer sites.

Training focuses on below areas:

Support all relevant activities aimed to protect and improve the performance of our

product, through training

Ensure that product safeties are prevented through training and administrative controls

Contribute to the upkeep of the environment through increased awareness among our

trainees and compliance with all governmental and Caterpillar requirements

Our goal is to establish a world class working & training environment

Environment which will be recognized to induce learning, employee development and the

highest standards of professionalism, ethics and performance

Ensure maximum Customer Satisfaction

Parts:

Bangla CAT offers you the complete range of the genuine spares, parts and kits from Caterpillar

at competitive price, Result: you buy more than just parts. You buy yourself Reliability,

Productivity and Peace of mind. Bangla CAT also offers 06 (six) months warranty of CAT spare

parts and kits.

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Pricing Strategy:

As caterpillar products are not like conventional super market products, they are high priced and

sophisticated and it is very difficult to ship so caterpillar offers its products on lease and

installments to its customers. This business also provides various forms of insurance to

customers and dealers to support the purchase and lease of its equipment; and invests in

independent power projects using Caterpillar’s power generation equipment and services.

Caterpillar markets its products through distribution centers. Bangla CAT has most of its potent

customers in Bangladesh with the need for power generation equipment and services. Almost all

the products are of business to business purposes; hence the pricing is also accordingly.

Distribution Strategy:

Caterpillar plans to adopt two forms of distribution of its equipment in Bangladesh:

1. Distributional Outlets & showrooms in the Industrial and commercial capital of

Bangladesh for the retail selling to its industrial customers.

Dhaka

Chittagong

2. Negotiating with the People’s republic of Bangladesh & Ministry of power to help them

with the deficiency of power in Bangladesh, Caterpillar can help the government to

overcome the power cut problems and reach the governments ultimate goal of becoming

a digitalized country, which must have more than adequate electricity in order to do so.

Marketing Actions:

The caterpillar Corporation has an insignia developed around the globe. CAT logo is well

established in the market. CAT is not only popular in production of heavy industrial equipment

but also known for its Organizational Safety and Health Equipment e.g. Construction Site

accessories (Safety helmet, Boots, Kits). So it will not be a difficult task for CAT to establish its

name in the market the insignia will pay off. Not to forget its huge brand value in the market.

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What will be done?An extensive and vigorous marketing action will be taken by, Distributing the printed shirts,

Shoes, trousers, shelf at hardware stores, designing boards for hardware shops and construction

companies, offering safety accessories and equipment to the labors at mining sites and mega

construction projects. Offer sponsorships where our company can be benefitted from.

When will it be done?To strengthen in the Bangladeshi market, Caterpillar plan to run the marketing operation

exclusively for six months. In this six month the teams of marketing personnel will reach the

industrial & corporate clients and make the market for initial sales to sustain the revenue.

Who is responsible for doing it?A team of senior marketing executives will be responsible for conducting the operation in the

market in three divisions.

Business Development Executive will be responsible for approach the government and ministry

to convince them for the use of caterpillar machines and advocating them about the effectively

and efficiency of Caterpillar machines on the field.

Corporate sales executive will cater the entire industrial customer and will deal with them, in

order to generate sales for the sustainability the early ages of the firm.

Business Promotions Executive will ensure the acceptability of caterpillar in the minds of the

Bangladeshi Customers. For this we will launch the teams of marketing personnel in the market

and mobilize them to create the awareness about the caterpillar along with sufficient info in the

form of brochure.

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How

much will it cost?Budget Control:

Note: The budget allocation is forecasted for one year

Activity Budget (Millions ৳ )

Office and Corporate centers ৳ 25 MN

Promotion and advertisement ৳ 15 MN

Display centers and Outlets in industrial Estates ৳ 50 MN

Salaries ৳ 31 MN

Miscellaneous ৳ 500 MN

Total ৳ 621 MN

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Conclusions:

The boom in the development sector have been quite a dramatic journey for Bangladesh as it

took a lot of years to improve its economic and political state, of course it still has much to

achieve. Nevertheless, it has come a very long way since the last ten to fifteen years. The

development business of the country is booming faster that the country’s economy. Bangla CAT

has a huge number of potential customers, which are still growing at the moment and if Bangla

CAT successfully delivers all its products and offerings successfully, it can build a very strong

market in Bangladesh, It is certainly the only leading company in its industry in Bangladesh, so

there is a huge advantage to grab for Caterpillar Inc. and Bangla CAT will continuously work to

emphasize on the major advantage that we have, to overcome all the set of threats and

weaknesses and diffuse them to bring out our strengths and capitalize on the opportunities.

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