Chapter One

Introduction

1.1 Background of the study

To acquire practical knowledge about real life situation each student of Department of
Business Administration, Uttara University has to carry out an internship program. For
this reason, the internship placement committee had placed me for internship program
at Tanaz Fashion Ltd. for a period of three months duration. I have tried to get an insight

1
about the Tanaz Fashion Ltd so that I can get an overall idea about the measures taken to
ensure efficiency, steps taken to ensure quality of raw materials, reduce cost while
maintain quality of products and services.

1.2 Objectives of the case Study

The objective of the case study is to develop the concept about the various aspects of
the organizational structure, success & marketing process of the garments industry. This
case study will help me to analyze the various concept of marketing, formal hierarchy,
standardized export policies & rules, organizational network, various types of
approaches to make profit, decision making in stable & unstable situation, how to
improve the quality of products & the production process which will enrich my
experience for my future career.

The more specifically the objective of the study:

To identify the opportunities of the Bangladesh garments that may be realized in

international market.
To identify the customers and segmentation strategy of Tanaz Fashion Ltd.
To identify the activities of marketing mix of Tanaz Fashion Ltd.
To measure the level of customer preference about the activities of marketing mix of
Tanaz Fashion Ltd.
To find out the strengths, weaknesses, opportunities and threats of Tanaz Fashion
Ltd.
To recommend the suggestion to solve the problems of marketing mix activities of
Tanaz Fashion Ltd.

1.3 Scope of the Study

During my internee period I have got the chance to visit some garment factories. I have
contacted with many workers, subordinates and executives and gathered practical
experience. They have cordially helped and supported me.

1.4 Methodology of the Study

Data Source:

2
I have tried to use both Primary and Secondary Data That report are has gather from

deferents source. Primarily I have collected the primary data through the structured

questionnaire and face to face conversation from a sample of 20 employees and 20

customers. At the time of project period, I have also observed different parties and their

Transaction from a very close eye. All these observation and data are included in this

report.

Sample Size: Total number of sample size is 40.

Sampling Technique:
Convenient sampling technique has been used to collect data from the participants.

1.5 Limitation of the Study

Bangladesh garment industry still now is not so much developed. When I enter in
Tanaz Fashion ltd. they face many problems.
I found so many difficulties in searching information.
Foreign buyers English are not that much clear.
There are many code names in garments industry that is very important for
production process, and I have memorized those codes.
In garments factory most of the employee doesnt have any educational
background they do their job only with experiences.
Form the primary and secondary sources we have not get available date.
Due to the lack of enough time I could not collect all necessary information to
prepare a full and better report on this subject matter. So we cannot able to
conduct with all function within the reputed time.
As a statement in research field we have not sufficient experience in data
collection, processing, analyzing, interpreting and presenting. For this report, my
knowledge and experience in not enough.
To operate this study, there was no available money. So, we could not able to
interview schedule with mass respondent and more survey area.
Sometimes respondent were unwilling to answer.

3
Chapter Two

4
 Company Profile of Tanaz Fashion Ltd.

2.1 Company Profile:

Tanaz Fashion Ltd. was founded in 2005 with updated manufacturing equipment,
advanced technology and perfect management system. Tanaz Fashion Ltd. as a sister
concern of Victory Group which is one of the largest and most diversified business
conglomerates in the private sector in Bangladesh. From the very beginning it is involved
in shirts, trousers, pajama sets, blouse, light jackets and night wear etc.

They are constantly stay ahead in producing and exporting quality and latest fashionable
garments for men, women and children as per the requirements of the buyers from
different countries of the world. There product is cost effective and they are dedicated to
their customers with the best satisfaction for sustainable competitive advantage.
Currently they are supplying their product in Europe, USA.

5
The company is lead by a strong management team and knowledgeable garments
workers with experience in various areas of this sector.

2.2 Factory Location

Tanaz Fashions Ltd.

Contact Person : Mesbah Uddin Khan
Contact Person Designation : M.D.
Telephone no. 1 : 02-9813768-9
Fax : 02-9814070
Email : mesbah-khan@windygroupbd.net
Address : 216, Satish Road (Shamim Complex, Gazipura)
City : Gazipur (Tongi)
Factory Type : Woven
Machine Number : 929
Products : Jacket, Trouser, Pant

2.3 Mission

The mission of Tanaz Fashion Ltd. is to provide buyers with a complete satisfaction to all
their current and future garments needs.

2.4 Vision:
To be in the front of national development by providing all the customers inspirational strength,
dependable support and the most comprehensive range of business solution through their team
of professional that work passionately to be outstanding in everything to do.

2.5 Goals:
1. To increase personnel to handle service (production, compliance, commercial etc
and development efforts).
2. To increase marketing to ensure future buyers making them aware of our offering
and aggressive pricing.
3. To expand our base of operation to include at least the top 10/20 buyers of the
world market.
4. To perform research and development to bring about new horizon to the Global
Market.

6
2.6 FACTORY ORGANOGRAM

Chairman

Operative Director Managing Directors Finance Director

Production Manager
Marketing Manager Manger Manger
Accounts commercial
Production Personnel
Assistant Manager

Manager
Maintenance
Executive Marketing

Assistant Manager
Commercial Manager

Personnel Executive

Executive Commercial
Junior Executive

Trainee
2.7 Our Concerns

KNIT ASIA LTD.

JM FABRICS LTD.
RAHIM TEXTILES LTD.
MALEK SPINNING MILL LTD.
SALEK TEXTILE LTD.
TITAS DENIM LTD.
2.8 List of machineries:

01. Winding machines.

02. Flat Knitting Machines.
03. Linking Machines.
04. Single Needle Lock Stitch Machine.
05. Over lock.
06. Button Hole.

7
07. Button Stitch.
08. Bartack Machine.
09. Inspection Lamp.
10.a) Automatic Washing Machine 600 Kgs.
b) Automatic Washing Machine 90 Kgs.
c) Automatic Tumbler Drier 170 Kgs.
11 Hydro Extractor Capacities 26.
12 Hydro Extractor Capacity 50 Kgs.
13 Automatic Tumbler Drier.
14 Boiler Machine.
a) Fulton.
b) Fulton (Modern) 500Kgs.
c) Boiler.
15 Steam Irons.
16 Generators.
17 Metal Detector Machine.
18 Dust Remover Machine.
2.9 Major Buyers:

01. C & A BUYING KG GERMANY

02. ZARA SPAIN

03. INTERSPORT FRANCE

04. M.I.M FRANCE

05. BRICE SAS FRANCE

06. BERNAUS SPAIN

07. KIK TEXTILIEN UND NON-FOOD GMBH GERMANY

08. WIBRA SUPERMARKT B.V THE NETHERLANDS

09. VERBURGT FASHION THE NETHERLANDS

10. HASIRCILAR TEKS. KNOF. IML. IHR. TURKEY

11. TALLY WEIJL FRANCH

8
12. P & C AUSTRIA & GERMANY

13. REGALITI, INC. NEW YORK

14. CHARMING SHOPS NEW YORK

15. EURO CENTRA GERMANY

2.10 Competitors:
1. Creative Sweater (pvt.) Limited.
2. Starlit Fashions Wear Limited.
3. Swan Garments Limited.
4. Vertex Garments Ltd.
5. Continental Garments Ltd.
6. Intramex Group Ltd.
7. Opex Garments Ltd.
8. Biped Sweater Ltd.
9. S.R Apparels Limited.
10. Fakir Group Limited.
11. Dress Up Limited.
12. Valley Design Ltd.
13. Zara Fashion (bd) Ltd. and so on.

9
 Chapter Three
Marketing Activities of Tanaz Fashion Ltd.

10
3.1 Marketing

The process by which companies create value for customers and building strong
customer relationship in order to capture value from customer in return
Marketing tends to be seen as a creative industry, which includes advertising,
distribution and selling. It also concerned with anticipating the customers future needs
and wants, which are often discovered through market research.

3.2 Customer Satisfaction

Customer Satisfaction, a business term is a measure of how products and services

supplied by a company meet or matches a buyers expectation. Customer satisfaction
can be raised through the improvement of product quality or reducing price and it take
either of following forms:
Expectation < Benefits = Highly Satisfied.
Expectation = Benefits = Satisfied.
Expectation > Benefits = Dissatisfied.

11
3.3 Segmentation & Target Marketing Strategy of Tanaz Fashion
Ltd
3.3.1Marketing Strategy:

Marketing Strategy is the combination of market segmentation, market targeting, market

positioning, product deployment, pricing, distribution, promotion and relationship.
3.3.2 Marketing Objectives:

The objectives of the marketing are strategically centered on:

To create strong consumer awareness.
To establish wide brand recognition through the capture of market share in the
multi segment.
Achieve the highest level of customer satisfaction.
To promote the readymade garments sector and the economy of Bangladesh.
To ensure a steady growth in the foreign exchange earning of the country.

3.4 Market Segmentation

Tanaz Fashion Ltd offers different types of product. These products shows the potential
in each segment define by the company. They clearly took at the nature and extent of
diversity of buyers needs and wants in a market. This thing offers a great opportunity for
Tanaz Fashion Ltd to focus its business capabilities on the requirement of one or more
groups of buyers.

3.4.1 Demographic Segmentation:

This segment involves categorization of customers based on factors such as age, income,
family size, gender, education, nationality, race, etc .

3.4.2 Geographical Segmentation:

As we already read above, segmentation based on the region is important while
dealing with specific products like desert coolers, fur coats, blankets, snow boots,
raincoats, etc. the climatic conditions will determine one's target area.

3.4.3 Behavioral Segmentation:

12
This form of segmentation clubs factors like brand loyalty and value of quality. For
example, several IT companies market their products specifically to customers loyal to
their products. Then again, certain companies target their high scale products to people
who cherish value and are ready to shell out extra cash for valuable pieces.

3.4.4 Psychographic Segmentation:

This type of categorization involves clubbing of people's interests, life styles and
personalities.

3.5 Target Marketing

Marketing is an important function that plays a vital role in the running of the business. If
the product is not marketed in the right manner and fails to reach the end customer, the
business will fail. This is why, marketing strategies play crucial roles. While marketing a
product, the company has to decide a target market. Target market is nothing but that
specific set of consumer to whom the product is manufactured. Target market is more
like dividing the vast sea of customers into smaller segments and using the 4Ps of
marketing (Product, Price, Place and Promotion) on this segment effectively to achieve
maximum sales and profits. Target marketing strategy helps tap that subset of the
customer population that is most likely to purchase and use the product.

3.5.1 How to Identify a Target Market:

Let's consider the simple example of marketing a pair of low waist jeans. The product is
catering to the fashion taste buds of the young, teenage generation. Thus, the target
market would be based on the age ranging from 14-25 years of age. Then again if we
consider a product exclusively for men, such as shaving cream, the target market will be
divided based on gender. Other factors affecting target market selection are income,
occupation, geographical location, etc. If your company is selling desert coolers, it is but
obvious that the target market will be for extremely hot regions of the world and not the
cold regions. Moreover, if you are selling a luxurious product in an economically poor
country, it's quite obvious the product will not sell. Thus, based on the product

13
marketed, the target market can be identified and worked upon. Let's have a look at how
you can divide the market into tiny segments for one's target market.
Product
Variety
Quality
Design
Features
Brand Name
Packaging
Services
3.6 Promotion Price
Advertising Least Price
Personal Selling Discount
Sales Promotion Allowance
Public relation Marketing Mix Payment Period
Returns
Credit Terms

Place

Channels

Coverage

Assortments

Location

Inventory

Transportation

Logistics
Marketing Mix of Tanaz Fashion ltd.

14
 Figure 3.6: Four Ps of Marketing Mix

3.6.1 Product:
Anything that can be offered to a market for attention, acquisition, use or consumption
that might satisfy a want or need. It includes physical objects, services, persons, places,
organizations and ideas. Product is the first P of the marketing mix and it is the most
important aspect of the marketing mix.
To be effective at marketing, you must have a product that people want. Goods and
services are examples of products. When business is starting up, there may be only one
product offered. The key is making that product the best available. Once people

15
purchase the product and are pleased with it, a business can diversify with additional
products or services. This will increase sales and help the business to grow.
The term product refers to tangible Physical products as well as services. Here are
some examples of the product decision to be made:

Quality level
Design
Features
Brand Name
Packaging
Services
Variety

3.6.2 Product Strategy

Tanaz Fashion Ltd considers the products advantages and how products will be leveraged
to take product related decisions. Product decision includes:

Product Specification:
Tanaz Fashion Ltd provides various garments product to its target customer. It provides
fashion styles with embroidery, printing, bead, sequin or pleat and so on. Tanaz Fashion
Ltd (RMG) industry produce different garments such as Shirt, T- Shirts, Sweater, Light
jacket, Cardigans, Night wear, Shorts/ Trouser, vest and ladies item.

Product Design:

16
Buying house merchandiser sends a product design to the specific buyer. If buyer agrees
fully, he sends his requirements to the garments merchandiser. Garments merchandiser
sends it to the sample section of his own garments. Sample section manager then make
the products as buying house merchandiser demands. And he sends the products to the
garments merchandiser. Garments merchandiser sends the design via-email for the
approval of buying house merchandiser. If buying house merchandiser agrees then the
product go to production.

Product Quality:

Tanaz Fashion Ltd provides scrap and rework free product to its customer. There are
totally twelve production sections. Each section quality controller and inspector is alert
to produce scrap and rework free product. Tanaz Fashion Ltd use advantage
merchandiser for stitching and boiling the product. It collects fabrics according to
customers requirement.

Produce Style:

Normally its product style consists of sweater, long sleeve and round neck. But its
product style depends on buyers requirement.

Packaging:

Tanaz Fashion Ltd provides standard export packing. It uses poly bag (1pc/ poly bag) and
carton box for packing its product.

3.6.3 New Product Pricing Strategy:

Market skimming pricing strategy:

The strategy is to setting a high price for a new product to skim maximum revenues layer
by layer from the segments willing to pay the high price. The company makes fewer but
more profitable sales.
Market penetration pricing strategy:

The strategy is to setting a low price for a new product in order to attract a large number
of buyers and large market share.

17
Direct marketing Channel:

It is a marketing channel that has no intermediary levels.

Suppli Produ
er cer Buyer

Figure 3.5.3: Direct marketing channel

Generalized System of Preferences (GSP)

The GSP or Generalized System of Performance is the system for the manufacturers of
the yarn in the own country to have the bond or duty free advantage. To get the GSP
facility the copy of UD (Utilization Declaration) and UP (utilization Permission) is
necessary.

3.6.4 Price

Second place in the marketing mix goes to 'Price'. The concept of price refers to the
amount of money a customer has to pay to attain a product. Price determination is not
child's play. Price must be right for the product. It must be comparable to the prices
others command for the same product. Some new business owners feel that they must
price their products much lower than their competitors. While this may bring business, it
can also cause people to question the quality of the product being offered. If it is much
lower than the prices others are asking, customers might see it as an inferior product
and may seek the same product at a higher price elsewhere. If you care concerned about
keeping prices low, stay competitive by offering special discounts and programs that
reward customer loyalty. These strategies will keep your customers coming back for
more.
There are many different pricing strategies that company can use to decide on a price for
their product. Some examples of pricing decisions to be made include:
Least Price.

18
 Discount.
Allowance.
Payment Period.
Returns.
Seasonal Pricing.

Pricing strategy:

Normally Tanaz Fashion Ltd determine its products price based on cost. At first Tanaz
Fashion Ltd determine per unit cost of its product, and then add 15% mark-up on
product. To determine the product price Tanaz Fashion Ltd consider the following
internal and external factors:

Total quality.
Fabrication.
Yarn.
Number of colors.
Cost of manufacturing.
Cost of distribution.
Tariffs.
Currency value and so on.
Tanaz Fashion Ltd also provides high quality product at low price than other competitors
do.
However, Tanaz Fashion Ltd deliver products based on customer requirement, it
negotiate with customer to determine the price. So it is seeing that, price varies
according to the cost, quality and customer requirement.

3.6.5 Place/ Distribution

The third P in the marketing mix stands for 'Place'. This refers to the methods of
distributing finished products from the manufacturing unit to the final consumer. This
would involve transportation and storage of goods, till they are availed by the customer.
It's all about 'providing the right product to the right place at the right time' with the
help of an efficient distribution system. The type of distribution channel chosen by
manufacturers will depend on whether they find it convenient to sell it to wholesalers or
directly to retailers or consumers via specific dealers. The company will focus on making
products available to the consumer as fast as they can.
Some examples of distribution decisions include:
Distribution Channels

19
 Transportation
Location
Inventory management
Market Coverage
Logistics

3.6.6 Distribution Strategy

The Tanaz Fashion Ltd distribution channels objectives are following:

Primary objectives are gaining access to end user or buyers
Providing customer service
Gaining promotional support
Obtaining market information
Gaining favorable revenue

3.6.7 Distribution channel

Tanaz
Buying
Fashion
House Buyer/Customer
ltd

Figure 3.5.7: Distribution channel of Tanaz Fashion Ltd.

Functions of Distribution channel:

Tanaz Fashion Ltd uses Distribution channel. These Distribution channels have the
following activity:

o Providing information about the product

o Product promotional help
o Marketing contract with buyers
o Helps to fulfill the completed transaction, physical distribution, financing and
even risk taking.

20
3.6.8 Promotion

The fourth P in the marketing mix stands for 'Promotion', which refers to a company's
communication line with the end customer or buyer. Promotion relates to how you get
the word out about your product, in other words promotion is advertising. Today most
businesses use a website to advertise products since this method provides a worldwide
customer. Advertising or promotion must be targeted to be successful. Targeting means
designing an advertising or promotional campaign that attracts the attention of a specific
customer or buyer. Marketing communication decisions include:

Advertising.
Personal Selling.
Sales promotion.
Public relations.
Marketing communication budget.

Thus, marketing strategy and marketing mix are interdependent concepts. Depending on
the current situations, a marketing strategy is formulated using the appropriate
proportions of the 4Ps. Put the four P's of marketing to work in your business. You will
find that more people will be exposed to your product. As a result your sales should
increase. Tanaz Fashion Ltd. communicates with their customer through direct mail, e-
mail and so on.

21
 Chapter Four

Analysis and Findings

22
4.1 Questionnaire Survey Analysis:

In every survey, it is essential to analyze the survey result and follow the findings
as a guideline of development of internship report.

According to the information collected from the survey:

Figure: 1

From the above graph, it is found that 50% employers (out of 20 respondents)
prefer Tanaz Fashion ltd. for quality, 25% for price, 15% service and 10% for
convenience.

23
 Figure: 2

From the employer survey, I found that 75% employers (out of 20 respondents) said
Yes for maintain quality standard of Tanaz Fashion ltd and 25% opinion was No
comments. Nobody said that the company doesnt maintain quality standard.

Figure: 3

From the employer survey, it is found that 75% employers (out of 20

respondents) said Yes to increase quality standard of Tanaz Fashion ltd and 25%
opinion was No comments. Nobody said no about the quality standard up-
gradation of Tanaz Fashion Ltd.

24
 Figure: 4

From the employer survey, it is found that, 70% employers opinion was satisfied
(out of 20 respondents) of Tanaz Fashion ltd. 25% employers opinion was fully
satisfied and 5% were Neutral.

Figure: 5

From this graph, it is found that 75% employers (out of 20 respondents) opinion
was neutral of using other countries garments and 25% employers opinion was
satisfied.

25
 Figure: 6

From this graph, it is found that 55% employers (out of 20 respondents) opinion
was yes to use garments of Tanaz Fashion ltd. and 45% employers opinion was
may be.

Figure: 7

From the employer survey, it is seems that 20% customer (out of 20 respondents)
purchase for better price and average quality, 80% customer purchase for better
quality and competitive price. No respondents gave any comment about better
service.

26
 Figure: 8

From the employer survey, it is found that 60% employers (out of 20

respondents) choice Tanaz Fashion ltd. for better quality and competitive price,
30% employers choice Tanaz Fashion ltd. for better price and average quality.
Nobody gave any comment about the Better Service performance level of
Tanaz Fashion Ltd

9. Comparison with other local factory, Quality & Price of Tanaz Fashion ltd.

Figure: 9(a)

From the employer survey, it is found that 70% employers (out of 20

respondents) opinion was neutral about quality of other local factory and 30%
employers opinion was good quality than local factory.

27
 Figure: 9(b)

From this graph, it is found that 40% employers (out of 20 respondents) opinion
was cheap, 30% was costly, 20% was neutral and 10% highly cost of others local
factory.

10. Comparison with other countries garments, Quality & Price of Tanaz Fashion ltd.

Figure: 10(a)

From the employer survey, it is found that 40% employers (out of 20

respondents) opinion was good quality that comparison with other counties

28
garment and 50% was neutral 10% employers opinion was high quality of other
countries garments.

Figure: 10(b)

From the employer survey, it is found that 40% employers (out of 20

respondents) opinion was costly, 20% was neutral, 30% was cheap and 10%
employers opinion was highly cost that comparison with other countries
garment.

Figure: 11

From the above graph, it is found that 70% employers (out of 20 respondents)
said Yes about quality assurance is important for purchasing product of Tanaz
Fashion ltd and 30% employers opinion was no comments. Nobody think that
the quality assurance of Tanaz Fashion Ltd is not important.

29
 Figure: 12

From the employer survey, it is found that 45% employers (out of 20

respondents) said good, 40% very good and 15% employers said that excellent
commitment with Tanaz Fashion Ltd. So it is said that the commitment between
customer and Tanaz Fashion always good.

4.2 SWOT Analysis

SWOT state for S- Strength, W- Weakness, O- Opportunity and T- Threats. SWOT analysis
is the way to evaluate the strategy against the weakness and create more opportunity
for the future. By analyzing strength and weakness any organization can more aware and
can able to make defense from future threats. So SWOT analysis is very important factor
for a renowned company.

Strength: Strength is something that a company is good at doing.

Products at low price.
High quality product.
On time delivery.
Excellent customer services.
Superior technology.
Advantage of cheaper labor cost.

Moderately open Economy, particularly in the Export Promotion Zones.

Looking forward to Duty Free Excess to US market.

Weakness: weakness is something a company lacks or does poorly or a

condition thats puts it at a disadvantage.
Lack of marketing tactics.

30
 A small number of manufacturing methods.
Lack of image and brand awareness.
Lack of promotional activities.
Time-consuming custom clearance.

Opportunity: An Opportunity is something that a company may grab for

company growth and probability. It is favorable condition in accompany external
environment.
Diversifying business.
Prospect of entering new market.
Grab competitors exclusivity.
Ensuring skill development & technical training program.

Bangladesh is included in the Least Developed Countries with which US is

committed to enhance export trade.

Threats: Threat is something that a company may be exposed to in the external

environment that may cause suffering in growth or probability. It is an
unfavorable trend in the external environment.
Demolishing outlets.
World economic recession.
The type of labor and political anarchies of the recent days if prevails in
the future, Bangladesh may lose the business.
Unless new strong market is explored in home or abroad, any non-
cooperation from USA & EU may expose the whole Bangladesh RMG
export business.

4.3 Major Findings

Major portion of the employers prefer Tanaz Fashion Ltd. on the basis of quality,
price, service and convenience.
The target market of Tanaz Fashion Ltd. is teenage group boys & girls, men and
women and also children.
Geographic regions, gender and demographic age used to select the target
market.
Major market of Tanaz Fashion Ltd. is USA, Europe, Canada, and some Asian
countries.
They do not attend any trade fair.

31
 Major products of Tanaz Fashion Ltd. are sweater, cardigan, shirts, T-shirts, light
jacket, jumpers, kids and ladies dresses.
Product specifications, product design, product quality, packaging and product
style determine according to customer requirement.

Lack of image and brand awareness as well as lack of promotional activities.

Tanaz Fashion Ltd distributes its product to target customer through buying
house. Buying house makes all of responsibility for distributing the product.
.

32
 Chapter Five

Conclusion & Recommendations

5.1 Conclusion
Tanaz Fashion is a renowned garments manufacturing company in Bangladesh. As a
whole Tanaz Fashion ltd is a good organization to work in but there are certain
departments that need improvements. It is surviving in the garments sector with some
strength and weakness. The researcher view that if Tanaz Fashion ltd management wants
to show the same results in the future than it should have to take some decisions. It also
has the enormous opportunity to business worldwide.

The internship proved to be very helpful for the researcher got a lot of knowledge and
also the practical aspect of life. It was first experience for the researcher, which was
obviously very tough, but it will be very beneficial for the researcher in the future.

33
5.2 Recommendations
As the manufacturers Tanaz Fashion ltd should improve their product quality at a
competitive price to capture the world market.
Tanaz Fashion ltd should always try to increase the satisfaction level of customers
by focusing on the convenience, fabrics, quality, price and service.
To expand their business area, for acquiring large quantity of customer.
Trade fair is very popular so if they attend trade fair regular as much as possible
the will be able to achieve more ideas to improve its business.
Though Tanaz Fashion ltd produces different types of garment product, it should
increase the number of items.
They should develop new innovative training programs to defend industry
competition.
The company should increase its number of labor and its machineries too.
To increase the sales force Tanaz Fashion ltd should give more emphasis on their
marketing effort to ensure the best service for their customer.
Tanaz Fashion should introduce the effective promotional activities to create its
brand awareness.

Bibliography
Reference Books:
Principle of Marketing (11th Edition), Philip Kotler & Gary Armstrong. New Jersey,
Person Prentice Hall, 2006.

34
 Marketing Management, Philip Kotler, and Kevin Lane Keller. Prentice Hall, 2006.
Marketing Planning & Strategy (4th Edition) by Jain C. Subhash. Ohio: South
Western
Research Methodology (2nd Edition) by C.R Kothari

Website:

www.tanazfashio.com

www.google.com

www.wikepedia.com

35
 Appendix
Raw Table

Table 01: Why does customer prefer Tanaz Fashion Ltd.?

Quality Price Service Convenience

50.00% 25.00% 15.00% 10.00%

Table 02: Tanaz Fashion Ltd. fully maintain quality standard ?

Yes No No comments

75.00% 0.00% 25.00%

Table 03: Do you think quality standard up-gradation should increase?

Yes No No comments

75.00% 0.00% 25.00%

Table04: Satisfaction level of Tanaz Fashion Ltd.

Satisfaction Fully Satisfied Neutral Dissatisfied Fully

level Satisfied Dissatisfied

36
 25.00% 70.00% 5.00% 0.00% 0.00%

Table 05: Satisfaction level of using other countries garments .

Fully Satisfied Neutral Dissatisfied Fully Dissatisfied

Satisfied

0.00% 25.00% 75.00% 0.00% 0.00%

Table 06: Prefer to use garments of Tanaz Fashion Ltd.

Yes No May be

55% 0% 45%

Table 07: Factors affecting product purchase increases of Bangladeshi garments.

Better Price Better quality

Better service others
average quality competitive price

20.00% 80.00% 0.00% 0.00%

Table 08: Performance evaluation of Tanaz Fashion Ltd.

37
 Better Price Better quality
Better service others
average quality competitive price

40.00% 60.00% 0.00% 0.00%

Table 09: Comparison with other local competitors, Quality & Price of Tanaz Fashion Ltd.

Quality Very Poor Poor Neutral Good Quality High Quality

0.0% 0.0% 70.0% 30.0% 0.0%

Price Highly costly Costly Neutral Cheap More cheap

10.00% 30.00% 20.00% 40.00% 0.00%

Table 10: Comparison with other countries factory, Quality & Price of Tanaz Fashion Ltd.

Quality Very Poor Poor Neutral Good Quality High Quality

0.0% 0.0% 50.0% 40.0% 10.0%

Price Highly costly Costly Neutral Cheap More cheap

10.00% 40.00% 20.00% 30.00% 0.00%

Table 11: Quality assurance of Tanaz Fashion Ltd.

Yes No No comments

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 70.00% 0.00% 30.00%

Table 12: Commitment between customer and Tanaz Fashion Ltd.

Very bad Bad Good Very good Excellent

0.00% 0.00% 45.00% 40.00% 15.00%

Sample of Questionnaire

Uttara University

Subject: Internship Report (Marketing)

Analysis of Integrated Marketing mix of Tanaz Fashion Ltd.

Dear Respondent,

I am a student of Uttara University. I would like to know your Analysis of Integrated

Marketing mix of Tanaz Fashion Ltd. As per a requirement of my Internship Report. I
will appreciate your valuable time & support in answering the questions. All the
information collected will be kept strictly confidential and shall only use for report
purpose.

Name..

1. Why does customer prefer Tanaz Fashion Ltd.?

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 (a) Quality (b) Price
(b) Service (d) Convenience
(e) Other (please specify)
2. Do Tanaz Fashion Ltd. fully maintain about the quality standard?

(a) Yes
(b) No
(c) No comments

3. Do you think the quality standard up-gradation increase the buyer satisfaction on
Tanaz Fashion Ltd.?

(a) Yes
(b) No
(c) No comments
4. What is your satisfaction level of Tanaz Fashion Ltd.?
(a) Fully satisfied (b) Satisfied (c) Neutral
(d) Dissatisfied (e) fully dissatisfied
5. What is your satisfaction level of using other countries garments?
(a) Fully satisfied (b) Satisfied (c) Neutral
(d) Dissatisfied (e) fully dissatisfied
6. Will you prefer to use garments of Tanaz Fashion Ltd.?
(a) Yes
(b) No
(c) May be
7. Which of the following options will determine the increase of your purchase of
Bangladeshi garments?

Ans:

Better Price; Average Quality

Better Quality; Competitive price
Better Service
Other (Please Specify)

8. What is your evaluation regarding performance of Tanaz Fashion Ltd.?

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 Ans:

Better Price; Average Quality

Better Quality; Competitive price
Better Service
Other (Please Specify)

9. In comparison with other local competitors, how will you fix the rate of Garments?
Ans: Quality: Very poor Poor Neutral Good quality High Quality

Price: Highly cost Costly Neutral Cheap More cheap

10. In comparison with other countries, how will you decide the rate of Bangladeshi
Garments?

Ans: Quality: Very poor Poor Neutral Good quality High Quality

Price: Highly cost Costly Neutral Cheap More cheap

11. Do you think quality assurance is important for purchasing?
(a) Yes
(b) No
(c) No comments
12. What is the commitment between you and Tanaz Fashion Ltd. to develop quality and
business relation?
Ans..

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Thank You for giving your valuable time.

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