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Singer Bangladesh ltd is the world’s leading emerging company headquartered in U.S.A. At present the company is running successfully, employing 53, 64,730 people in over 1200 offices in more then 170 countries primarily in countries in the Asia Pacific region, South Asia, Middle East, Africa, Oceania and the U.S. In Bangladesh the company increasingly invested in people, technology and premises as its business grew in relation to the country’s thriving economy. The main focus of this term paper was to find out the Segmentation Variables, Marketing Mix, Positioning, Branding Activities, SWOT analysis of Singer Bangladesh ltd. We were tried to focus on the Introduction, Company Background, Recommendation and conclusion also. We worked mainly on secondary data but also took the help of some primary data. We also suggested some recommendations regarding the marketing issues of Singer Bangladesh ltd.
Singer Bangladesh ltd is the world’s leading emerging company headquartered in U.S.A. At present the company is running successfully, employing 53, 64,730 people in over 1200 offices in more then 170 countries primarily in countries in the Asia Pacific region, South Asia, Middle East, Africa, Oceania and the U.S. In Bangladesh the company increasingly invested in people, technology and premises as its business grew in relation to the country’s thriving economy. The main focus of this term paper was to find out the Segmentation Variables, Marketing Mix, Positioning, Branding Activities, SWOT analysis of Singer Bangladesh ltd. We were tried to focus on the Introduction, Company Background, Recommendation and conclusion also. We worked mainly on secondary data but also took the help of some primary data. We also suggested some recommendations regarding the marketing issues of Singer Bangladesh ltd.
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In 1851, with a borrowed capital of only $40, Isaac Merritt Singer set up a company to manufacture and sell a revolutionary product – a machine to automate and assist in the making of clothing. Little did he realize that the newly formed I. M. Singer And Company was destined to become the world leader in the manufacturing and distribution of sewing related products and that the Singer brand name would one day become famous around the world. Two years later, with a first prize at the World’s Fair in Paris, Singer originated the “hire-purchase” plan to increase sales, the first company ever to do so. This plan was to have almost as much influence as the brand name itself. Today, over half of Singer’s sales in developing countries use this method of payment to generate sales and additional income. Ten years later, the newly incorporated Singer Manufacturing Company held 22 patents, with annual sales of 20,000 machines. In 1867, Singer opened its first sewing machine factory outside of United States in Glasgow, Scotland.
In 1851, with a borrowed capital of only $40, Isaac Merritt Singer set up a company to manufacture and sell a revolutionary product – a machine to automate and assist in the making of clothing. Little did he realize that the newly formed I. M. Singer And Company was destined to become the world leader in the manufacturing and distribution of sewing related products and that the Singer brand name would one day become famous around the world. Two years later, with a first prize at the World’s Fair in Paris, Singer originated the “hire-purchase” plan to increase sales, the first company ever to do so. This plan was to have almost as much influence as the brand name itself. Today, over half of Singer’s sales in developing countries use this method of payment to generate sales and additional income. Ten years later, the newly incorporated Singer Manufacturing Company held 22 patents, with annual sales of 20,000 machines. In 1867, Singer opened its first sewing machine factory outside of United States in Glasgow, Scotland.
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By 1880, world sales exceeded 500,000. Additional factories were established in the United States and within no time, one of the best known emblems – the Red “S” Girl trademark – became familiar worldwide. By turn of the century, many exciting developments had taken place within Singer Manufacturing Company. In 1885, Singer introduced the first electric sewing machine. By 1890, the company claimed an 80 percent worldwide market share, with sales heading towards 1,350,000 machines. At this point, Singer’s rich heritage had become firmly established around the world. Singer’s manufacturing facilities are now strategically located around the world with major facilities in Brazil, India and China. In 1960 Singer Corporation brought a change in the business philosophy of the company. After dedicating more than a hundred years to manufacturing and marketing one single product – the sewing machine -- Singer began diversification of its product range. It acquired Packard Bell Electronics in 1966 and General Precision Equipment Corporation in 1968. Singer's manufacturing base of electronic and electrical products gradually spread in Asia, East Africa, Middle East, Latin and South America. Today Singer's name is synonymous with household goods across the World.
By 1880, world sales exceeded 500,000. Additional factories were established in the United States and within no time, one of the best known emblems – the Red “S” Girl trademark – became familiar worldwide. By turn of the century, many exciting developments had taken place within Singer Manufacturing Company. In 1885, Singer introduced the first electric sewing machine. By 1890, the company claimed an 80 percent worldwide market share, with sales heading towards 1,350,000 machines. At this point, Singer’s rich heritage had become firmly established around the world. Singer’s manufacturing facilities are now strategically located around the world with major facilities in Brazil, India and China. In 1960 Singer Corporation brought a change in the business philosophy of the company. After dedicating more than a hundred years to manufacturing and marketing one single product – the sewing machine -- Singer began diversification of its product range. It acquired Packard Bell Electronics in 1966 and General Precision Equipment Corporation in 1968. Singer's manufacturing base of electronic and electrical products gradually spread in Asia, East Africa, Middle East, Latin and South America. Today Singer's name is synonymous with household goods across the World.
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The main focus of this term paper lies with the Segmentation Variables, Marketing Mix, Positioning, Branding Activities, SWOT analysis in a multinational context.
The main focus of this term paper lies with the Segmentation Variables, Marketing Mix, Positioning, Branding Activities, SWOT analysis in a multinational context.
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BroadBroad To evaluate the different issues of Marketing in aspects of SINGER Bangladesh
To evaluate the different issues of Marketing in aspects of SINGER Bangladesh
SpecificSpecific The segmentation variables of a multinational company. The segmentation variables of a multinational company.
The Marketing Mix of a multinational company. The Marketing Mix of a multinational company.
Positioning and branding activity of a multinational company.
Positioning and branding activity of a multinational company.
SWOT analysis of a multinational company. SWOT analysis of a multinational company.
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The main focus of this term paper lies with the Segmentation Variables, Marketing Mix, Positioning, Branding Activities, SWOT analysis in a multinational context.
The main focus of this term paper lies with the Segmentation Variables, Marketing Mix, Positioning, Branding Activities, SWOT analysis in a multinational context.
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Singer Bangladesh consistently focuses on growth and risk minimization.
Through product diversification and increasing the market share of existing products.
By responding to changing customer needs..
Singer Bangladesh consistently focuses on growth and risk minimization.
Through product diversification and increasing the market share of existing products.
By responding to changing customer needs..
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Scope
The term paper has been based on the Marketing aspects of Singer Bangladesh ltd, a leading multinational organization in Bangladesh.
Scope
The term paper has been based on the Marketing aspects of Singer Bangladesh ltd, a leading multinational organization in Bangladesh.
Limitations
While doing the term paper, we faced the following problems:
The company did not reveal much information.
The website of Singer Bangladesh ltd does not contain much Information.
Limitations
While doing the term paper, we faced the following problems:
The company did not reveal much information.
The website of Singer Bangladesh ltd does not contain much Information.
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For the last two decades, dramatic changes have occurred in the world of business world of international trade and business. Many of the domestic firms all over the world have opened their national boundary and entered into the dynamic world of globalization. Singer Bangladesh consistently focuses on growth and risk minimization through product diversification and increasing the market share of existing products by responding to changing customer needs.
For the last two decades, dramatic changes have occurred in the world of business world of international trade and business. Many of the domestic firms all over the world have opened their national boundary and entered into the dynamic world of globalization. Singer Bangladesh consistently focuses on growth and risk minimization through product diversification and increasing the market share of existing products by responding to changing customer needs.
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The term paper was based on secondary data, mainly through: Secondary data from the Internet.
The term paper was based on secondary data, mainly through: Secondary data from the Internet.
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Location map of SINGER SHOP, SALES AGENT, Location map of SINGER SHOP, SALES AGENT,
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Geographic Segmentation: Dividing a market into different geographical units such as nations, states, regions, counties, cities, or neighborhoods.
Dhaka, Faridpur, Gazipur, Jamalpur, Keranigonj, Kishoreganj, Manikganj, Munshiganj, Mymensingh, Narayanganj, Narshingdi, Netrokona, Rajbari, Sherpur, Tangail, etc.
Geographic Segmentation: Dividing a market into different geographical units such as nations, states, regions, counties, cities, or neighborhoods.
Dhaka, Faridpur, Gazipur, Jamalpur, Keranigonj, Kishoreganj, Manikganj, Munshiganj, Mymensingh, Narayanganj, Narshingdi, Netrokona, Rajbari, Sherpur, Tangail, etc.
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Demographic Segmentation: Dividing the market into groups based on demographic variables such as age, sex, family size, family life cycle, income, occupation, education, religion, race and nationality.
Age: Under 19-65+ people can use the machine.Gender: Female.
Family Size: 1-5+ members.Occupation: Professional, Crafts people, Homemakers, unemployed.
Religion: Any.Race: Any.
Generation: ‘X’Nationality: Any.
Demographic Segmentation: Dividing the market into groups based on demographic variables such as age, sex, family size, family life cycle, income, occupation, education, religion, race and nationality.
Age: Under 19-65+ people can use the machine.Gender: Female.
Family Size: 1-5+ members.Occupation: Professional, Crafts people, Homemakers, unemployed.
Religion: Any.Race: Any.
Generation: ‘X’Nationality: Any.
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Psychographic Segmentation: Dividing a market into different groups based on social class, lifestyle, or personality characteristics.
Social Class: Lower lowers, upper lowers and working class can use NO: 03. Middle class, upper middles can use NO: 02. Lower uppers and upper uppers can
use NO: 01.Life Style: Achievers, strivers, survivors.
Personality: Ambitious.
Psychographic Segmentation: Dividing a market into different groups based on social class, lifestyle, or personality characteristics.
Social Class: Lower lowers, upper lowers and working class can use NO: 03. Middle class, upper middles can use NO: 02. Lower uppers and upper uppers can
use NO: 01.Life Style: Achievers, strivers, survivors.
Personality: Ambitious.
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Product line: Air Conditioner, Color Television, Computer, Dish Washer, DVD Player, Electric Kettle, Electric Oven, Fan, Generator, Instant Power Supply, Iron, Kitchen Appliances, Microwave Oven, Motor Cycle, Radio Cassette Recorder, Refrigerator, Room Heater, Sewing Machine, Vacuum Cleaner, Washing Machine, Water Heater.
Product line: Air Conditioner, Color Television, Computer, Dish Washer, DVD Player, Electric Kettle, Electric Oven, Fan, Generator, Instant Power Supply, Iron, Kitchen Appliances, Microwave Oven, Motor Cycle, Radio Cassette Recorder, Refrigerator, Room Heater, Sewing Machine, Vacuum Cleaner, Washing Machine, Water Heater.
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Features of Product 01 • EASY TO OPERATE THROUGH FOOT CONTROLLER.• EASY CAM OPENER.• 32 DIFFERENT DESIGN DISC.• CLUTCH SYSTEM FOR QUICK WINDING.• LIGHT FOR BETTER SEWING.• 4 STEP BUTTON HOLLER.• BUTTON HOLE, BUTTON SEWING AND ZIPPER SEWING SYSTEM.• STITCH LENGTH & THREAD TENSION CTRL, REVERSE SEWING.• EMBROIDERY, Appliqué AND MONOGRAM WITH CONVENIENCE.
Tk. 9,900.00
Features of Product 01 • EASY TO OPERATE THROUGH FOOT CONTROLLER.• EASY CAM OPENER.• 32 DIFFERENT DESIGN DISC.• CLUTCH SYSTEM FOR QUICK WINDING.• LIGHT FOR BETTER SEWING.• 4 STEP BUTTON HOLLER.• BUTTON HOLE, BUTTON SEWING AND ZIPPER SEWING SYSTEM.• STITCH LENGTH & THREAD TENSION CTRL, REVERSE SEWING.• EMBROIDERY, Appliqué AND MONOGRAM WITH CONVENIENCE.
Tk. 9,900.00
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Features of Product 02 • REVERSE SEWING.• CAST IRON.• EASY OPERATION.• EMBROIDERY, Appliqué & MONOGRAM WITH CONVENIENCE.
Tk. 4,945.00
Features of Product 02 • REVERSE SEWING.• CAST IRON.• EASY OPERATION.• EMBROIDERY, Appliqué & MONOGRAM WITH CONVENIENCE.
Tk. 4,945.00
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Features of Product No: 03
• CAST IRON.• REVERSE SEWING.• EASY OPERATION.• EMBROIDERY, Appliqué & MONOGRAM WITH CONVENIENCE.
Tk. 4,175.00
Features of Product No: 03
• CAST IRON.• REVERSE SEWING.• EASY OPERATION.• EMBROIDERY, Appliqué & MONOGRAM WITH CONVENIENCE.
Tk. 4,175.00
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April 8, 2023April 8, 2023 2828
The set of controllable tactical marketing tools---product, price, place and promotion---that the firm blends to produce the response it wants in the target market.
The set of controllable tactical marketing tools---product, price, place and promotion---that the firm blends to produce the response it wants in the target market.
Product: Since its inception in Bangladesh, the name Singer has been synonymous with the sewing machine. Although sewing machines are Singer’s core business, the Management realized that this product alone could not substantiate growth for longer periods. This realization led to a diversification into numerous product ranges. Thus, the transformation of Singer from a single product sewing machine company into a multi-product consumer durable company began in 1985 for further growth and expansion. As part of company’s continuous diversification program in 2006 Singer ventured into the manufacturing and marketing of household and industrial cables with the promise to keep your home safe.
Product: Since its inception in Bangladesh, the name Singer has been synonymous with the sewing machine. Although sewing machines are Singer’s core business, the Management realized that this product alone could not substantiate growth for longer periods. This realization led to a diversification into numerous product ranges. Thus, the transformation of Singer from a single product sewing machine company into a multi-product consumer durable company began in 1985 for further growth and expansion. As part of company’s continuous diversification program in 2006 Singer ventured into the manufacturing and marketing of household and industrial cables with the promise to keep your home safe.
April 8, 2023April 8, 2023 2929
Price: The price of singer swing machine differs model to model that starts from Tk 4175 to Tk 9900 each. So that customers of all classes can effort to buy them. Singer Familiarized the World for the first time in 1856 to the concept "Buy now, pay latter" which is also known as hire purchase or Easy Payment Plan. Singer pioneered the concept of selling products on an easy installment plan in Bangladesh. Under the scheme, Singer products are offered to customers who need specific services but do not have enough cash to pay at a time. Buying Singer products through Easy Payment Plan is simple.
Price: The price of singer swing machine differs model to model that starts from Tk 4175 to Tk 9900 each. So that customers of all classes can effort to buy them. Singer Familiarized the World for the first time in 1856 to the concept "Buy now, pay latter" which is also known as hire purchase or Easy Payment Plan. Singer pioneered the concept of selling products on an easy installment plan in Bangladesh. Under the scheme, Singer products are offered to customers who need specific services but do not have enough cash to pay at a time. Buying Singer products through Easy Payment Plan is simple.
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Place: Singer Bangladesh has a unique retail network. Its products are sold through its own chain store numbering 78 and exclusive sales agents numbering 96, strategically located all over Bangladesh. Singer is the only company in the country with such an extensive retail network of its own. The Service Centers are fitted with modern equipment and the latest testing facilities. Skilled mobile technicians work under the guidance of Engineers. Besides the Service Centers, each Singer store has one technician who is periodically trained and updated on the latest technology to attend to service complaints at the outlets. Mobile technicians from the Service Centre also respond to complaints throughout the country, whatever is the nature of the faults.
Place: Singer Bangladesh has a unique retail network. Its products are sold through its own chain store numbering 78 and exclusive sales agents numbering 96, strategically located all over Bangladesh. Singer is the only company in the country with such an extensive retail network of its own. The Service Centers are fitted with modern equipment and the latest testing facilities. Skilled mobile technicians work under the guidance of Engineers. Besides the Service Centers, each Singer store has one technician who is periodically trained and updated on the latest technology to attend to service complaints at the outlets. Mobile technicians from the Service Centre also respond to complaints throughout the country, whatever is the nature of the faults.
April 8, 2023April 8, 2023 3131
Price: The price of singer swing machine differs model to model that starts from Tk 4175 to Tk 9900 each. So that customers of all classes can effort to buy them. Singer Familiarized the World for the first time in 1856 to the concept "Buy now, pay latter" which is also known as hire purchase or Easy Payment Plan. Singer pioneered the concept of selling products on an easy installment plan in Bangladesh. Under the scheme, Singer products are offered to customers who need specific services but do not have enough cash to pay at a time. Buying Singer products through Easy Payment Plan is simple.
Price: The price of singer swing machine differs model to model that starts from Tk 4175 to Tk 9900 each. So that customers of all classes can effort to buy them. Singer Familiarized the World for the first time in 1856 to the concept "Buy now, pay latter" which is also known as hire purchase or Easy Payment Plan. Singer pioneered the concept of selling products on an easy installment plan in Bangladesh. Under the scheme, Singer products are offered to customers who need specific services but do not have enough cash to pay at a time. Buying Singer products through Easy Payment Plan is simple.
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Promotion: Singer Bangladesh performs different promotional activities around the year. These include Eid Offers, Discount, Cash Rebates, Coupon, Raffle Draw, etc.
Promotion: Singer Bangladesh performs different promotional activities around the year. These include Eid Offers, Discount, Cash Rebates, Coupon, Raffle Draw, etc.
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April 8, 2023April 8, 2023 3434
Singer Bangladesh has a unique retail network. Its products are sold through 230 outlets across the country. These are strategically located all over Bangladesh. Singer is the only company in the country with such an extensive retail network. As a retail company, marketing consumer durable products, Singer’s efforts have been focused on the store-merchandising concept. The company has successfully given a different perspective to all the retail stores keeping in mind what makes up for a good shopping experience.
Singer Bangladesh has a unique retail network. Its products are sold through 230 outlets across the country. These are strategically located all over Bangladesh. Singer is the only company in the country with such an extensive retail network. As a retail company, marketing consumer durable products, Singer’s efforts have been focused on the store-merchandising concept. The company has successfully given a different perspective to all the retail stores keeping in mind what makes up for a good shopping experience.
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With introduction of Singer plus stores Singer stepped into multi-branding in 2005. The concept of Singer plus stores is to provide valued customers with a
variety of choice under the same roof. Singer is offering products of world famous brands along with Singer branded products at Singer plus stores.
Consequently same world famous brands like – Haier, Whirlpool, Hitachi, MEG.XL, Kodak, Emeishan, Moulinex, Sebec and Yashica along with Singer branded
products is available at its outlets.
With introduction of Singer plus stores Singer stepped into multi-branding in 2005. The concept of Singer plus stores is to provide valued customers with a
variety of choice under the same roof. Singer is offering products of world famous brands along with Singer branded products at Singer plus stores.
Consequently same world famous brands like – Haier, Whirlpool, Hitachi, MEG.XL, Kodak, Emeishan, Moulinex, Sebec and Yashica along with Singer branded
products is available at its outlets.
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April 8, 2023April 8, 2023 3838
Strength
Singer has already created a strong position in the market. Its main strength is its brand name. With quality products and services it has created a strong brand
loyalty in the customer’s mind. it has a large number of employees who are very efficient in their respective activities. It has utilized the modern technology very
effectively. Besides these it has a long term experience in the industry it belongs.
Opportunity
Singer has a huge potentiality with a large number of shares in stock market. As an old company Singer get political and legal support from the government in
opening any new branch in any country. As it has already created brand familiarity among the people, it does not need to bear a huge cost to introduce a
new product in the market.
Strength
Singer has already created a strong position in the market. Its main strength is its brand name. With quality products and services it has created a strong brand
loyalty in the customer’s mind. it has a large number of employees who are very efficient in their respective activities. It has utilized the modern technology very
effectively. Besides these it has a long term experience in the industry it belongs.
Opportunity
Singer has a huge potentiality with a large number of shares in stock market. As an old company Singer get political and legal support from the government in
opening any new branch in any country. As it has already created brand familiarity among the people, it does not need to bear a huge cost to introduce a
new product in the market.
April 8, 2023April 8, 2023 3939
April 8, 2023April 8, 2023 4040
Weakness
Though Singer has captured a large market share but only for few products. All the products it makes are not very demandable in the market. In some product
market it is being failed to meet its goals and objectives. Sometimes Singer finds it is very difficult to maintain its position in the market.
Threat
In last two decades many giant companies entered into the market that has made it is more difficult for Singer to maintain anymore. LG, SONY, KONKA, TCL,
WALTON and some other companies sometimes seem to be a great threat to Singer to gain its goals and objectives.
Weakness
Though Singer has captured a large market share but only for few products. All the products it makes are not very demandable in the market. In some product
market it is being failed to meet its goals and objectives. Sometimes Singer finds it is very difficult to maintain its position in the market.
Threat
In last two decades many giant companies entered into the market that has made it is more difficult for Singer to maintain anymore. LG, SONY, KONKA, TCL,
WALTON and some other companies sometimes seem to be a great threat to Singer to gain its goals and objectives.
April 8, 2023April 8, 2023 4141
Finally we can say that Singer is a part of social commitment and it has been extending its support to a number of social projects in different forms. Singer also contributes to the promotion of sports and culture in Bangladesh. As one of the leading multinational company Singer plays a great role in economic development of Bangladesh.
Finally we can say that Singer is a part of social commitment and it has been extending its support to a number of social projects in different forms. Singer also contributes to the promotion of sports and culture in Bangladesh. As one of the leading multinational company Singer plays a great role in economic development of Bangladesh.
April 8, 2023April 8, 2023 4242
Situation 1Situation 1The ‘Buy Now & Pay Later’ formula of SINGER Bangladesh are not always
generate expected return of profit to SINGER. Our practical survey stated that around 35% consumers out of 100% are lead to misused through this formula. So
there is a loss of 35% are occurring in every periodic years. Although SINGER Bangladesh strictly maintain their strong retail network in Bangladesh.
Recommendation 1Recommendation 1Work for the betterment of society is not a matter of joke. We honor SINGER
Bangladesh for their unique sales formula which makes the dream possible for middle class & lower class consumers by installment & affordable price. But due
to lack of anti-corruption strength, we suggested that ------ Treat all employees, recognizing them as assets of the company with honor Treat all employees, recognizing them as assets of the company with honor
and maintain high ethical standards.and maintain high ethical standards. Continue development of human resources.Continue development of human resources.
Situation 1Situation 1The ‘Buy Now & Pay Later’ formula of SINGER Bangladesh are not always
generate expected return of profit to SINGER. Our practical survey stated that around 35% consumers out of 100% are lead to misused through this formula. So
there is a loss of 35% are occurring in every periodic years. Although SINGER Bangladesh strictly maintain their strong retail network in Bangladesh.
Recommendation 1Recommendation 1Work for the betterment of society is not a matter of joke. We honor SINGER
Bangladesh for their unique sales formula which makes the dream possible for middle class & lower class consumers by installment & affordable price. But due
to lack of anti-corruption strength, we suggested that ------ Treat all employees, recognizing them as assets of the company with honor Treat all employees, recognizing them as assets of the company with honor
and maintain high ethical standards.and maintain high ethical standards. Continue development of human resources.Continue development of human resources.
April 8, 2023April 8, 2023 4343
Situation 2Situation 2 As we know that SINGER Bangladesh still from their beginning at the operation in Bangladesh, recognized as a giant consumer electro. Leader. But in few recent years activity of SINGER Bangladesh stated that, the quality of product and services day by day fallen down. Because this particular market are now full of brand or whatever non-brand competitors. Though SINGER Bangladesh is still fighting for survival in the market. They decrease their product prices which causes an potential impact on their quality of goods & services.
Recommendation 2Recommendation 2To re-obtain the most admired and respected company position in the country,
They have to Improve the quality of goods & services as well as the quality of life of the people by providing comforts and conveniences at affordable prices. To achieve and continue growth in sales, they have to promise the society to make
the human life smoothen by providing new technologies & ideas in every periodic years with not also affordable but also proven that impurity to reachable by every
rural & urban areas people.
Situation 2Situation 2 As we know that SINGER Bangladesh still from their beginning at the operation in Bangladesh, recognized as a giant consumer electro. Leader. But in few recent years activity of SINGER Bangladesh stated that, the quality of product and services day by day fallen down. Because this particular market are now full of brand or whatever non-brand competitors. Though SINGER Bangladesh is still fighting for survival in the market. They decrease their product prices which causes an potential impact on their quality of goods & services.
Recommendation 2Recommendation 2To re-obtain the most admired and respected company position in the country,
They have to Improve the quality of goods & services as well as the quality of life of the people by providing comforts and conveniences at affordable prices. To achieve and continue growth in sales, they have to promise the society to make
the human life smoothen by providing new technologies & ideas in every periodic years with not also affordable but also proven that impurity to reachable by every
rural & urban areas people.
April 8, 2023April 8, 2023 4444
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