Beruflich Dokumente
Kultur Dokumente
Table of Contents
1
Project Management....................................................................................................................3
1.1
1.1.1
General Objective...............................................................................................................................3
1.1.2
Specific Objective..............................................................................................................................3
1.2
1.2.2
Project Goal........................................................................................................................................4
Country Overview................................................................................................................4
1.3.1
Bangladesh.........................................................................................................................................4
1.3.2
Germany.............................................................................................................................................6
1.4
Market Analysis...................................................................................................................7
1.4.1
Retail Sector.......................................................................................................................................7
1.4.2
Competitors Comparison....................................................................................................................8
1.5
Market Segmentation..........................................................................................................9
1.5.1
1.5.2
Consumer Segmentation..................................................................................................................10
1.6
Target Market....................................................................................................................10
1.7
Business Concept................................................................................................................11
1.8
1.9
Financial Plan.....................................................................................................................12
Project Initiation.........................................................................................................................13
2.1
Project Description..............................................................................................................3
1.2.1
1.3
Task description...................................................................................................................3
vision...................................................................................................................................13
2.1.1
Business vision.................................................................................................................................13
2.1.2
Project vision....................................................................................................................................13
2.2
2.3
2.4
2.5
Project Definition.......................................................................................................................16
3.1
3.2
3.3
3.4
Project lifecycle..................................................................................................................16
3.4.1
Project Design............................................................................................................................17
4.1
4.1.1
4.2
Suppliers.............................................................................................................................17
Suppliers proposal............................................................................................................................17
4.2.1
Commodity/ Product........................................................................................................................19
4.2.2
Cost..................................................................................................................................................20
4.2.3
Distribution Channel........................................................................................................................20
4.2.4
Communication................................................................................................................................21
4.3
4.3.1
4.4
4.4.1
Sales Strategy.....................................................................................................................24
Consumer Lifestyle in Germany......................................................................................................24
Spending...............................................................................................................................................24
Health-consciousness............................................................................................................................24
4.4.2
Sales strategy....................................................................................................................................24
4.4.3
Direct Marketing..............................................................................................................................25
4.4.4
The strategies....................................................................................................................................26
4.4.5
4.4.6
Website design..................................................................................................................................27
4.5
5
Product Development........................................................................................................27
Implementation...........................................................................................................................27
5.1
Summery.....................................................................................................................................28
Anexx..........................................................................................................................................30
7.1
7.2
7.3
Bibliography...............................................................................................................................33
Reference....................................................................................................................................37
1 PROJECT MANAGEMENT
1.1 TASK DESCRIPTION
We are selecting a specific product, which is textile and leather goods in our case, from our chosen
domestic market, which is Bangladesh, and will be making a detailed market entry plan accordingly
from the project management perspective.
1.1.1
General Objective
Our general objective for the project is to apply the knowledge, we have acquired throughout our
course and to use the useful tools we are taught, in order to be able to take initiatives for setting up a
business, by which, we will be able to plan, design, develop and be ready for implementation of a
successful entry to the German market.
1.1.2
Specific Objective
Our specific objective would be applying the tools, taught throughout the course, such as specifying
and implementing team roles for the project, determining and acting accordingly to the phases of the
project management and managing the conflicts, which could arise throughout the phases of our
project, in order to come up with an optimum market entry plan for our proposed products in German
market place.
Business Plan
1.2 PROJECT DESCRIPTION
1.2.1
The idea for our project is to develop a brand of textile and leather products produced in Bangladesh
and successfully enter to the existing German market. We will set up a small business in Germany,
focusing on the sales in a specific target market by analyzing the current trend and fashion. We will be
outsourcing the production in Bangladesh to chosen firms, who are already doing business in some
parts of the world with their world class products and enter the German market with our own brand.
1.2.2
Project Goal
Our goal is to establish the proposed brand, in which, we will be a world class brand, backed up with
the current reputation of Bangladeshi textile production and advantages of being in German market.
1.3.1
Bangladesh
1.3.1.1
General Information
Bangladesh1
Location:
Southern Asia, bordering the Bay of Bengal, between Burma and India (A
land of 147,570 square k.m. (94th))
Population:
168,957,745 (July 2015 est.) with a density of 965 per square k.m (9th).
GDP (PPP):
GDP (nominal):
Economy: Bangladesh's economy has grown roughly 6% per year since 1996 despite political
instability, poor infrastructure, corruption, insufficient power supplies, slow implementation of
economic reforms, and the 2008-09 global financial crisis and recession.
Garment exports, the backbone of Bangladesh's industrial sector, accounted for more than 80% of
total exports and surpassed $25 billion in 2015 and the sector continues to grow. Steady garment
export growth combined with remittances from overseas Bangladeshis - which totaled about $15
billion and 8% of GDP in 2015 - are the largest contributors to Bangladesh's sustained economic
growth and rising foreign exchange reserves.
1 (cia.gov)
Since the early days, different sources of impetus have contributed to the development and maturity of
the industry at various stages. They learned about child-labor in 1994, and successfully made the
industry free from child labor in 1995. Now the apparel industry is Bangladeshs biggest export earner
with value of over $24.49bn of exports in the last financial year (from July 2013 to June 2014). 2
1.3.1.2
Textile Industry
While the rest of Asia disappointed in terms of export revenue in 2015, there was one surprising
anomaly to the pattern Bangladesh. Record exports for Bangladesh amid growing demand for cheap
clothing. Bangladeshi export earnings rose to $3.2bn in December, 2015, thereby setting a new record
for the South Asian country. This phenomenal success can be attributed to Bangladeshs growing
apparel industry, which accounted for over 83 percent of Decembers figures.
As global demand for cheap clothing raises rapidly, Bangladeshs position as the second biggest
exporter in the world continues to hold strong, which is mainly due to its large population and low
labor costs. There is good reason for Dhaka to remain hopeful for the year ahead as well as exports
account for 20 percent of Bangladeshs GDP, while clothing in particular contributes around 80
percent of all exports. In fact, according to the World Bank, the countrys GDP is expected to grow to
6.7 percent this year, which will make Bangladesh one of the fastest growing economies in the world. 3
1.3.1.3
Leather industry
The Government of Bangladesh has identified the leather sector as one with considerable growth and
investment potential ranked fifth in the export earning sector. Currently Bangladesh produces and
2 (Saudi Gazette)
3 (worldfinance)
exports quality bovine and ovine, caprine (buffalo and cow; sheep and goat) leathers that have a good
international reputation for fine textured skins. However, the entire leather sector meets only 0.5% of
the world's leather trade worth US$75 billion. There are about 113 tanneries in Bangladesh that
produce 180 million square feet of hides and skins per year. In addition, there are about 30 modern
shoe manufacturing plants engaged in the production of high-quality footwear, with over 2500 smaller
footwear manufacturers also present in the sector. There are around 100 small-to-medium leather
goods manufacturers, and a small number of niche larger manufacturers. The sector directly employs
approximately 558 000 people.
1.3.2
Germany
1.3.2.1
General Information
Germany4
Location:
Central Europe, bordering the Baltic Sea and the North Sea, between the
Netherlands and Poland, south of Denmark
Population:
GDP (PPP):
1.30%
GNP:
1.3.2.2
Textile Industry
Production in the textile and clothing industry trended slightly upwards in the first nine months of
2013. However, this was insufficient to reach positive territory in comparison to the level of the
previous year. In the textile sector, production in the first nine months of 2013 was 0.4% down on the
level of the previous year; in the clothing industry, production was 1.1% lower than in the pre-year
period. In the textile industry, technical textiles are again outperforming other segments.
Both in the textile as well as in the clothing industry, domestic production declined strongly in 2012 (7.3% real and -9, 3%, respectively). In the textile industry, this was due inter alia to the fall in demand
from commercial customers for technical textiles. In this sector, this developed positively in the
previous years, production declined by over 10% in 2012. In the clothing industry, the decline in
production is still due to structural factors (relocation or closure of production capacities).
4 (tradingeconomics)
Projection for the textile industry is a 1% increase in domestic production above all due to renewed
stronger demand for technical textiles from industry. In the clothing sector, by contrast, the downward
trend is likely to continue; here, a decline of 7% is likely.5
Retail Sector
Approximately 9% of Germanys total retail turnover is spent on clothing and home textiles, making it
the second largest retail sector after food (37%). Retail turnover in clothing and home textiles has
continued to rise in recent years, reaching app. 59.3 billion euros gross in 2012, according to figures
published by the German Fashion Retail Association (BTE). This makes Germany the worlds 4 th
largest apparel market, as well as the biggest in Europe.
1.4.1.1
Germany
Global
The worlds largest and fastest growing clothing retailers are also in Germany, like everywhere else.
These companies are also pioneers of fast fashion: a term used to describe clothing collections
which are based on the most recent fashion trends on the catwalk but which are designed and
manufactured quickly, are affordable, and are aimed at mainstream consumers. By maintaining
5 (fibre2fashion)
6 (CBRE GmbH)
efficiency and flexibility throughout its supply chain, also able to respond quickly to changes in
fashion trends.
1.4.2
1.4.2.1
Competitors Comparison
Global
7 (NewYorker)
8 (Forbes)
9 (alshaya)
10 (Forever21)
11 (fashionunited)
Age structure:12
0-14 years: 12.88% (male 5,346,086/female
5,068,071)
15-24 years: 10.38% (male
4,279,962/female 4,113,746)
25-54 years: 41.38% (male
16,934,180/female 16,519,932)
55-64 years: 13.91% (male
5,571,694/female 5,675,104)
65 years and over: 21.45% (male
7,591,298/female 9,754,335) (2015 est.)
1.5.2
Consumer Segmentation13
Textile
Luxury
line*
Leather
Retail
Luxury
line*
Retail
14
Strength
Weakness
Increasing
Consumer
consumption
population in EU
Largest European
economy
Opportunity
Threat:
Location
High internet access
highest internet
users( 86% of
Population )
Mature Market
Strong Competitors :
at least 100 online
stores
1.9 BUDGET
Total
working
hours for
project
per hour
Cost
per
Hour
(Euro)
total
working
hours in
a month
20
40
2400 800
48,000
8.5
40
2400 340
20,400
Web designer
12
40
800 480
market research1
12
40
1600 480
19,200
Financial controller
15
40
2400 600
36,000
Resource allocation
Project manager
Team Assistant
Total
Monthly
cost
Total
cost
Euro
9,600
Human Resource
cost
Online MarketingFacebook
Online MarketingGoogle
Total online
marketing
2,700
133,20
0
500
1,000
1,500
Total Cost
134,700
2 PROJECT INITIATION
2.1
2.1.1
VISION
Business vision
Consumer demand for value by offering quality products: We want to achieve it by
encompassing design innovation and ethical business practices with the desire for luxury and
authenticity. Our product line will be quality products, meeting the criteria of world class
we will be promoting business models, sustainable for both social and environmental.
Market diversification: In order to keep up with emerging markets with long term growth
potential, we will be coming up with products for couples; families; kid; singles; pets lover.
We will introduce our brand in current market environment in Germany, and meet the family
values focusing on matching trend, for our target group of people
To achieve a net profit of 200,000 by year two and 500,000 by year three.
To be an active and vocal member in the community supporting Textile related events, and
equestrian organizations working with labor.
2.1.2
Project vision
Our vision of the project is to successfully implement the tools and strategies learnt throughout the
semester, in order to be able to set up our own business through strategic market entry plan with our
local products from Bangladesh to the German market in order to satisfy the needs of our target
segmented market.
Role
Diana
Project
Manager
Negotiation
and
Buyer
leader
Product leader
(Textile
Industry
expert)
Logistic
Leader
Ishaque
Ahad
Yalda
Saron
Marketing
Leader
Diana
Creative
Leader
Responsibility
Team
Role
member
We can use the escalation of conflict as an opportunity of learning process and should address
often as possible
Dealing with conflicts one at a time instead of waiting till the situation gets bad
Including the alliance partners stakeholders in every step of the project
Our company should try to avoid misunderstanding, we should be open to disagreements in a
healthy way
Know the other partners cultural values. For example in Bangladeshi people likes to have
3 PROJECT DEFINITION
3.1 DETERMINE RESOURCES WHICH ARE NEEDED
Financial Resources:
First and the most important resource in starting our business would be funding. Any kind of
business, including a basic home business is in need of startup costs, including registering a
business name (which in our case would be the Gewerbeamt), obtaining a business
telephone line and printing business cards and other printed materials. We have contacted the
Gewerbeamt in Coswig/Anhalt, in order to be able to register ourselves for online sales and
the first thing we would need is to register there as independent business owner and the
second registration will come with a minimum cost per year till we can get a handful
turnover. As we know that the financial resources can be obtained from a variety of sources,
and the easiest being from the personal accounts of the companys founders, we tend to invest
a small amount of startup money from our families. But along the way, we wish to get a loan
from financial institutions, like the Sparkasse Wittenberg.
Physical Resources
Every organization must have the appropriate physical resources to startup a business and
survive in the competitive market. This would include a proper workspace, working
telephone line, adequate information systems and effective sales and marketing materials. In
our case, we have selected a location to register our office in Coswig/Anhalt, which is near to
the headquarter of the Ernstings Family and we have already equipped it with a Computer,
scanner, printer and others. Until we register ourselves, we cannot get the corporate landline
and internet service and we are using our personal connection right now. For our temporary
warehouse, we have contacted a Turkish knit wearing company, who are willing to share their
warehouse with us for a minimum fee, and which is located in Klicken/Anhalt. As we need to
move, in order to make our contacts in Germany, we have already bought a Mazda 3-2006
model only for the official uses of our company executives for now.
3.4 PROJECT
STAGES
OF THE
PROJECT
INTRODUCTION STAGE: The first stage is starting to develop our project. In this process we need
to invest more and research & do a market analysis.
GROWTH STAGE: If our product makes it in the market, we still need to have a slightly high
working capital but it is a good outlook for Matchy Match. We are looking for partnership with
Ernsting's Family.
MATURITY STAGE: The maturity stage is where our product is on stable positon and a lot of cash
is coming in. But we have to be careful and add innovation to our existing products. This is the stage
where our product will be known by the market.
DECLINE STAGE: It is common for every product to go through this stage and replaced by a new
product but as we have mentioned in the maturity stage, we have to add innovations to our lines based
on the market need.
P ro je c t In it ia t io n
P r o j e c t D e fi n i t i o n
P r o je c t
D e s ig n
P ro je c t
D e v e lo p m e n t
Im p le m e n t a t io n
C o n tro l a n d
E v a lu a t io n
3.4.1
Strategies
Introduction
Growth
Maturity
Decline
Product
Offering a basic
Offer
product
extension, service,
modes
items
Price to penetrate
Price to match or
Cur price
market
beat competitors
product
& warranty
Price
Distribution
Use cost-plus
Build
selective
distribution
Build
intnsive
distribution
Build
intensive
more
Go
phase
selective:
out
distribution
unprofitable
outlets
Advertising
Build
Product
Build
awareness
Stress
brand
awareness among
differences
market
benefits
&
dealers
Reduce to level
needs
to
retain
hard-core
loyal
customers
Sales
Reduce to take
Increase
Promotion
promotion
advantage
of
encourage
consumer
switching
to
entire trial
heavy
to
brand
Reduce
to
minimal level
demand
4 PROJECT DESIGN
4.1 SUPPLIERS
4.1.1
Suppliers proposal
A&S Sourcing
Description
Service
Contact info.
contact@assourcingbd.
worldwide.
woven
com
Website
market.
own
www.assourcingbd.co
Have
good
production
unit.
denim jeans.
A&S
COM
DOT
Sourcing
Design
&
Sample
Development,
Embellishment
Development,
Factory
om
evaluation,
Logistic
Website
18 (garmentsmerchandising)
Factories,
Pattern,
sumon@aandsdotcom.
com
shezvi@aandsdotcom.c
:
factories.
Have
good
Support,
Accessories
development
Australia
Consulting.
&
US
apparel
&
www.aandsdotcom.co
m
market.
A Plus Group
Sourcing
Factories,
Design
&
Sample
Development,
Embellishment
Development,
Factory
worldwide.
evaluation,
Logistic
Support,
Pattern,
info@aplusbd.com
Website
www.aplusbd.com
Accessories
development
&
Consulting.
Adroit Fashions
Sourcing
Factories,
Design
&
Sample
Development,
Embellishment
Development,
Factory
www.adroitfashions.co
evaluation,
Logistic
Support,
Pattern,
sharif@adroitfashions.
com
Website
Accessories
development
&
Consulting.
Aaztex
Specialized on Sweater,
house
Dhaka,
saad@aaztex.com
1989.
Website
experience in Sweater,
www.aaztex.com
Japan,
Knit
based
Bangladesh,
in
since
Canada,
Singapore,
&
:
:
Woven
independently.
America.
Adroit Linkers
source
salauddin@adroitbd.co
buyers
from
Japan,
better
quality
products
at
most
competitive
prices
on
FOB
or
CNF
basis.
Equipped
with
own
Laboratory facilities to
m
Website
www.adroitlinkers.com
fulfill
the
buyer's
required standards.
Commodity/ Product
4.2.1.1
Product Description
As we have mentioned in the previous section, our products are Textiles and leather products. Our
concept is to develop a product that will serve to the whole family, friends and pet lovers.
4.2.1.2
Company Name
The name of our product is Matchy Match. The idea behind the name is, we are developing the
products for people who like to match their clothes with their loved ones and the name will serve the
idea behind the concept.
4.2.1.3
Product logo
4.2.1.4
4.2.1.5
Fashion
Family, friends and togetherness
Uniqueness
Picture
The following pictures are the illustration of how our products will look like in real life.
4.2.2
Cost
We have calculated the cost of the items per dozen and included it in the following table:
Items
Fabric cost
Accessories
Making
Additional
Per
cost
cost
cost
Price
Tops w
30
23
4.91
Trouser w
30
27
5.21
Pants M/
90
95
15.91
Kids dress
30
110
12.08
Sports wear
40
29
6.16
T-shirt
20
16
3.4
Polo shirt
24
17
3.83
4.2.3
Piece
Distribution Channel
We have considered the distribution channels for apparel industry in Germany and proposed the
following:
Working with commercial agent or representative (Full information can be found in this
Germany)
Selling the products to central small and midsized buying groups/ associations in Germany
that would want to order large volume together so that they increase their purchasing power.
Mail order catalogues and usage of e-commerce are widely used among consumers in
19 (iXPOS)
20 (International Team Consulting)
4.2.4
4.2.4.1
Communication
Means of communication in Germany
Culturally, the German society relies on Newspapers/Magazines, Radio and TV channels as a news
source. The traditional ways of communication like mail, are declining but are still available and serve
as a means of communication. When we come to online communication, most people in Germany
have an internet connection and online news sources are becoming increasingly popular with an
increase usage of 65% for German women smartphone owners and 40% increase for men. The most
popular online means of advertisings are: Facebook, Xing, Stayfriends.de, Twitter, Ask.fm, LinkedIn,
Tumblr and also google+ and others.212223
The following table summarises the average usage of traditional communication in Germany.24
Means of advertising
Daily News Papers/ Magazines
Non-daily Newspapers/Magazines
Total
25
2,021,000
30
10
373
51,400,000
185
21 (InterNations)
22 (European Journalism Centre)
23 (Fashionbi)
24 (PRESS REFERENCE)
Total circulation
23,946,000
4.2.4.2
&
consumption
382
numbers
The first step of our business plan is to establish our brand through online store and sales service. In
order to do that, we went through the consultation from Gewerbe amt in Germany, in order to get a
trade licence for our business. Before registering to the correspondent office, we considered to consult
with Industrie- und Handelskammar, broadly known as IHK, and got access to the Branch
manager (Geschftsstellenleiterin- Geschftsstelle Dessau), Ms. Birgit Enkerts, and got the chance to
present our business plan. Our business plan is on the process of getting approval from IHK, and we
will be enjoying the privilege of getting an easy loan from the Bank we have contacted (Sparkasse
Wittenberg). On top of that, we will be getting support (up to 70% of total expense) from the Federal
agency for work, or broadly known as Bundesagentur fr Arbeit during setting up the business.
Moreover, the same agency will bear half of all the expenses for employees up to two years.
Primarily, we have set up a small office near to the head quarter of Ernstings Family, and wish to
operate our online store from there. We are on process of sharing a warehouse with another textile
product supplier, originated from Turkey. Primarily, we will be promoting our product online, but we
have contacted a press in Lutherstadt Wittenberg, Germany, to get our brochure and other printed
materials done in a reasonable price. In initial stage, we have taken Lidl into our consideration to get
the brand known to regular customers with our discount product. In order to do that we will be
contacting Schwarz GmbH, who are the root of Lidl, 25 and propose our discount products in their
outlets.26
25 (Dirk Saam)
26 (German Trade and Investment)
Along with getting our brand known for about six months with our initial discount products, we are
planning to get in a short time partnership with Ernsting's Family, and go to our mainstream
production line. In 3 years, with a turnover of 500,000 Euros, we will establish our own store.
In this part of the project, we would like to give an overview of our thoughts on a strategic
alliance/partnership with other existing cloth retailer, Ernsting's Family, to get a smooth and easy
market entry. We would like to choose this example company, because, they are successfully doing
business in Germany, and already selling other brands, in their shops. We will go as mentioned below,
about it.
Vertical strategic alliances:
These describe the collaboration between a company and its upstream and downstream partners in the
Supply Chain, that means a partnership between a companies its suppliers and distributors. Vertical
Alliances aim at intensifying and improving these relationships and to enlarge the companys network
to be able to offer lower prices. Especially suppliers get involved in product design and distribution
decisions. An example would be the close relation between car manufacturers and their suppliers.
Marketing, sales and service strategic alliances:
These are alliances, in which companies take advantage of the existing marketing and distribution
infrastructure of another enterprise in a foreign market to distribute its own products to provide easier
access to these markets.
Their other partner brands:27
27 (unternehmen.ernstings-family)
Spending
Health-consciousness
4.4.2
Sales strategy
As we can understand from the above list, Germans like to spend and there is a growing need of
online shopping habits. We want to use this opportunity to advertise our product at first because our
online store is functional.
As a sales strategy, since our product is new and we have a small investment, we want to use the big
supermarkets like LIDL or ALDI to advertise our products to German market. There is a great chance
that our products will be advertised and sold because as we have mentioned that there is a big number
of buyers in this supermarkets and the branches of the supermarkets will contribute to bigger sales
volume. As we all know before selling new products, these supermarkets advertise the coming
products in the supermarkets magazines. We can use this opportunity because we dont have to pay
for advertising. Our labels in the products will also contribute and serve as a means of advertising
because people will go to our website to check the available products. We want to use this strategy
and introduce Matchy Match until our products are known to the market.
Our second option after our product is known to German market is that we want to collaborate and
make a partnership alliance with one of the well-known German cloth manufacturing and selling
company, Ernsting's Family. Matchy Match will fit well with the brands of Ernsting's family because
the idea behind the clothes are more similar because both brands are family oriented.
Our sales plan includes the best way to distribute our advertising and marketing resources to reach our
target market. And as we have mentioned in other sections, our target market are people between the
ages of 24-65 and who belongs to low to medium income group. As our business grows, and our
market share gradually increases, we will revise the growth limits of our original target market.
4.4.3
Direct Marketing
Database: The database of the firm will be developed with new recruitments from trade shows, direct
meeting and online registration and other. Update and qualification of the database will support for
next marketing actions like mailing, calling. The effectiveness of these activities will depend a lot in
the quality of the database. Quantity will be increased to cover target customers in the market working
in different sectors like industrial, education, art, in different segments like foreign companies and
local companies.
Catalogue: The firm and products catalogue have to be redesigned in both languages English and
Deutsch to reach both foreign and local customers for their good understanding marketing message,
features and benefits of the products. The format of product catalogue will base on the original format
of manufacturer and supplier to have international standard and image, so customer will recognize it
easily and attracted.
Mailing: Mailing activities will be increased in next period in term of quantity of customers and
sending frequency. Mailing this time will not send before direct meeting and product demonstration
but even after sale for taking care of customers. Every quarter customers will receive at least one
mailing for products and service presentation, technology update, events or other industrial activities
news.
Advertising and PR
Therere two types of advertising that the firm will use are printed and online magazines.
Magazine: Advertising pages in printed industrial fashion magazines will help to gain customers
awareness regarding the firms products of every season.
Online: The firm will have to invest in the website to approach the customers.
4.4.4
To start up, keep and maintain our customers, we will apply the following strategies:
- Start-up & expand the advertising, promotion products of the company on trade magazine, telephone
directory (Yellow Pages), books for specialized research as well as company.
- Step up participation in textile and garment fairs and exhibitions in domestic market to promote the
image of company and products to potential partners are involved.
- Build companys image to associate with responsibility for the community by participating in
programs and activities such as charity, assisting the poor, the disabled and support for flood in
country of origin and promote it in Germany.
- Build strong database of target customers in our target market. A program will be implemented to
follow up and take care of customers and potentials.
- Collecting information about customers needs and requirements regularly to understand well
enough continuously to create superior value for them and create their satisfaction.
- Building stronger relationships and loyalty with key customers and customers group.
- Having better cooperation between supplier and retailers to serve customer needs.
In order to compete in the market, the company will be improving its competitiveness through:
- Collecting information about market and competitors product and activities regularly.
- Conducting regular benchmarking against main competitors to respond immediately to competitors
action.
Period 1: 2017-2020
- Building and consolidating of companys activities.
- Looking for and developing, and occupying the German market.
- Turnover varies from 200,000 to 500,000 USD annually.
- Building and promoting companys brand name in the market and industry.
Period 2: 2020-2025
- Developing and completing companys activities
- Enlarge market share of our product
- Turnover will be 800,000 with annual growth of 20%
- Achieving a stable development.
- Consolidating of brand name internationally.29
4.4.5
29 (Tuan)
4.4.6
Website design
We have designed the following website because it is our first step in creating our brand awareness.
http://matchymatchbrand.wixsite.com/matchymatch
5 IMPLEMENTATION
5.1 ENTRY MARKET IMPLEMENTATION
As we have carefully planned our project, we are ready to start the project implementation phase of
the project management life cycle. The implementation phase involves putting the project plan into
action. Its here that the project team members will coordinate and direct project resources to meet the
objectives of the project plan. As the project unfolds now, its the project managers job to direct and
manage each activity, every step of the way. Thats what happens in the implementation phase of the
project life cycle: we follow the plan we have put together and handle any problems that come up.
The implementation phase is where we and our project team actually do the project work to produce
the deliverables. The word deliverable means anything our project will be delivering. The
deliverables for our project include all of the products or services that we as a team are performing for
the client, customer, or sponsor, including all the project management documents that we put
together.30
In our Project, the implementation phases will involve__
Project activation
This means making arrangements to have the project started. It involves coordination and
allocation of resources to make project operational.
Project operation
This is practical management of a project. Here, project inputs are transformed into outputs to
achieve immediate objectives. To attain value and maximum returns, the district/municipality
or the beneficiaries will organize for the facility to have the project properly managed and
maintained regularly. An operation and maintenance manual will be prepared by the Project
manager and handed to the district / beneficiaries, where they will be taking actions.
In our case we will be following the Bottom-up approach, where we, ourselves, as beneficiaries, will
implement the project. Outside agencies may provide the financial resources and technical assistance.
In this stage, we will be answering following questions.
And to answer these questions, we have prepared Gantt chart, which is also known as the progress
chart. It is a chart showing the timing of project activities using horizontal bars. It is one of the best
techniques of project scheduling, which depicts the frequency of activities and determines the period
of time for implementation.31
6 SUMMERY
With an irresistible blend of rich heritage, innovation and unrivalled creativity, our Brand will be
delivering much sought-after textiles in Germany. The sheer variety of products from the Bangladeshi
textiles industry is growing year on year. Our future customers will find our products in Germany, and
will recognize the value of craftsmanship and beautiful design which is the signature of every textile
product from Bangladesh. The industrys reputation is constantly enhanced through partnerships with
international designers and global brands. We will be producing the finest cashmere, tweeds, leather,
and knitwear products in the market.
30 (opentextbc)
31 (www.reading.ac.uk)
Under the Matchy Match name the entire industry in Bangladesh will come together to focus on
promoting the very best design, innovation and quality. Throughout Germany, our reputation will
precedes us and will be allowing us to work with the very best. Global markets are rapidly changing
and the recent economic downturn has presented significant challenges for the industry all over the
world. Textiles in Bangladesh must continue to innovate and improve if it is to emerge as a stronger
industry.
Changes in the global marketplace also bring opportunity: in emerging markets, product
diversification and authentic branding/provenance. Bangladeshi textiles are widely recognized in
international markets and the industry benefits from a global network of contacts and representation.
Building on this base will require a focus on core values and key strengths, including design,
provenance and technical innovation as well as a knowledge and understanding of the available
opportunities.
7 ANEXX
7.1 BUSINESS PLAN TASK LIST
Project Initiation
Project Definition
Project Design
Project Development
Task List
Task
Initiation
End
Days
Owner
Project Background
01/Jun/2016
03/Jun/2016
Diana/Niir
Project Background
03/Jun/2016
03/Jun/2016
Diana/Niir
Project Background
03/Jun/2016
03/Jun/2016
Diana/Niir
Project Background
Project Goals
03/Jun/2016
03/Jun/2016
Diana/Niir
Country Overview
03/Jun/2016
07/Jun/2016
Ahad
Country Overview
General Information
03/Jun/2016
07/Jun/2016
Ahad
Country Overview
Textile Industry
03/Jun/2016
07/Jun/2016
Ahad
Country Overview
Leather industry
03/Jun/2016
07/Jun/2016
Ahad
Country Overview
03/Jun/2016
07/Jun/2016
Yalda/Saron
Country Overview
General Information
03/Jun/2016
07/Jun/2016
Yalda/Saron
Market Analysis
Textile Industry
03/Jun/2016
07/Jun/2016
Yalda/Saron
Market Analysis
Market Analysis
07/Jun/2016
09/Jun/2016
Yalda/Saron
Market Analysis
07/Jun/2016
09/Jun/2016
Yalda
Market Analysis
07/Jun/2016
09/Jun/2016
Ahad/Niir
Market Analysis
07/Jun/2016
09/Jun/2016
Ahad/Niir
Market Analysis
07/Jun/2016
09/Jun/2016
Ahad/Niir
Market Analysis
Demographic segmentation
07/Jun/2016
09/Jun/2016
Yalda/Saron
Market Analysis
07/Jun/2016
09/Jun/2016
Yalda/Saron
Market Analysis
Cultural segmentation
07/Jun/2016
09/Jun/2016
Yalda/Saron
Market Analysis
Consumer Segmentation
07/Jun/2016
09/Jun/2016
Diana/Niir/Saron
Market Analysis
Target Market
09/Jun/2016
10/Jun/2016
Diana/Niir/Saron/yalda
Business
Product Description
07/Jun/2016
10/Jun/2016
Diana/Niir
Business
Business Concept
10/Jun/2016
14/Jun/2016
Diana/Niir
Business
10/Jun/2016
14/Jun/2016
Diana/Niir
Business
Company Name
14/Jun/2016
17/Jun/2016
Diana
20/Jun/2016
25/Jun/2016
Saron
Sales Strategy
25/Jun/2016
29/Jun/2016
Diana/Niir/Saron
29/Jun/2016
03/Jul/2016
Yalda/Saron/Niir/Diana/Ahad
Total days
32
Logistic Leader
Marketing Leader
Negotiation
Creative Leader
and
Buyer Product
leader
leader
(Textile
Industry expert)
Financial Leader
Project definition
Project Initiation
Determine
resources
needed
approval signature
resources
needed
Entry
Strategy
budget
Project Design
Advertising Proposal
Packaging proposal
Draft of Advertising
Website structure
Video Develop
Quotation
for
Transportation
Milestone Signiture aproval
aproval
Project
of
Signiture
Advertising
Media Plan
of
Budget revision
Quotation revision
Website design
Contract signitures
Video Develop
Quotations Aproval
Logo aproval
contract signiture
Monitoring Budget
logistic
agreements
Control of shipments and
supply chain
Implementation of adevrtising
Upload website
Implementation
Lidl
packaging Revision and aproval Online
proposal
Development
Suppliers Proposal
Suppliers Proposal
Negociation for price with
Pre- selection of Fashion Line
buyer house
Fashion Photoshot
Selection of transportation
website
Catalogue
partnership
Supplier evaluation
Quality Evaluation
online
open
Milestone Signiture aproval
Evaluation to shipments
Control
and
Evaluation
Report of the results
Monitoring website
for
Financial Report
each
Project Definition
Project Design
Project Development
Implementation
Task
Project definition
Define Team Role
Task List and Schedule
Project Approval 1st Stage
Define Strategy
Define target Market
First contact with Lidl
Market Entry Strategy
Define Sales Strategy
Project Market entry Strategy approval signature
Determine resources needed
Define General budget
Approval budget for each leader and department
Milestone Signature approval
Packaging proposal
Advertising Proposal
Sales Strategy
Suppliers Proposal
Negotiation for price with buyer house
Negotiation with Lidl
Pre- selection of Fashion Line
Transportation proposal
Quotation for Transportation
Draft of Advertising
Logo First Drafts
Website structure
Video Develop
Fashion Photoshoot
Quotation for advertising
Budget revision
Presentation of the project design
Signature approval
Selection of transportation
Negotiation for marketing with Lidl
Website design
Video Develop
Logo approval
Fashion Line acceptance
Quotations Approval
approval of packaging proposal
approve Buyer house
Buyer house agreements
Media Plan
Revision and approval Online Advertising
Signature of logistic agreements
Lidl Agreements Signature
Buyer House contract signature
Contract signatures
Milestone Signature approval
Control of shipments and supply chain
Implementation of marketing strategy with Lidl
Upload website
Catalogue online open
Following that all is in order
monitoring Lidl partnership
Revision of fashion line
Begin preparation for next season fashion line
Monitoring Budget
Monitoring the implementation
Maintenance for website
Implementation of advertising
Milestone Signature approval
monitoring media plan
Monitoring marketing strategy
Evaluation to shipments
Monitoring website
Quality Evaluation
Supplier evaluation
Financial Report
Report of the results
Initiation
End
Days
13/Jun/16
15/Jun/16
17/Jun/16
20/Jun/16
20/Jun/16
20/Jun/16
20/Jun/16
25/Jun/16
29/Jun/16
29/Jun/16
29/Jun/16
03/Jul/16
03/Jul/16
06/Jul/16
08/Jul/16
08/Jul/16
08/Jul/16
08/Jul/16
08/Jul/16
08/Jul/16
08/Jul/16
10/Jul/16
11/Jul/16
12/Jul/16
12/Jul/16
12/Jul/16
12/Jul/16
12/Jul/16
16/Jul/16
19/Jul/16
21/Jul/16
21/Jul/16
25/Jul/16
25/Jul/16
25/Jul/16
25/Jul/16
25/Jul/16
25/Jul/16
25/Jul/16
31/Jul/16
04/Aug/16
09/Aug/16
16/Aug/16
21/Aug/16
22/Aug/16
24/Aug/16
24/Aug/16
24/Aug/16
23/Oct/16
01/Nov/16
01/Nov/16
01/Nov/16
01/Nov/16
01/Nov/16
01/Nov/16
01/Nov/16
01/Nov/16
01/Nov/16
01/Nov/16
02/Nov/16
10/Nov/16
01/Dec/16
01/Dec/16
01/Dec/16
01/Dec/16
01/Dec/16
01/Dec/16
31/Dec/16
31/Jan/17
15/Feb/17
15/Jun/16
17/Jun/16
20/Jun/16
20/Jun/16
22/Jun/16
23/Jun/16
25/Jun/16
29/Jun/16
03/Jul/16
01/Jul/16
03/Jul/16
03/Jul/16
06/Jul/16
06/Jul/16
10/Jul/16
12/Jul/16
18/Jul/16
14/Jul/16
19/Jul/16
18/Jul/16
12/Jul/16
11/Jul/16
11/Jul/16
16/Jul/16
16/Jul/16
20/Jul/16
17/Jul/16
15/Jul/16
18/Jul/16
20/Jul/16
21/Jul/16
22/Jul/16
28/Jul/16
24/Aug/16
24/Aug/16
14/Aug/16
27/Jul/16
04/Aug/16
24/Aug/16
02/Aug/16
09/Aug/16
24/Aug/16
21/Aug/16
28/Aug/16
01/Sep/16
03/Sep/16
08/Sep/16
23/Oct/16
25/Oct/16
30/Jan/17
11/Nov/16
02/Nov/16
02/Nov/16
11/Nov/16
16/Nov/16
01/Dec/16
01/Dec/16
16/Nov/16
01/Dec/16
01/Jan/17
20/Nov/16
02/Dec/16
31/Dec/16
31/Dec/16
31/Dec/16
31/Dec/16
15/Jan/17
20/Jan/17
15/Feb/17
02/Mar/17
2
2
3
0
2
3
5
4
4
2
4
0
3
0
2
4
10
6
11
10
4
1
0
4
4
8
5
3
2
1
0
1
3
30
30
20
2
10
30
2
5
15
5
7
10
10
15
60
2
90
10
1
1
10
15
30
30
15
30
60
10
1
30
30
30
30
45
20
15
15
Owner
Diana
Diana
Diana
All Team
Diana
Saron
Niir
Saron
Diana/Saron/Niir
All Team
All Team
Finance
Finance
External
Diana
Diana/Saron/Niir
Niir/Ahad
Niir/Ahad
Niir/Ahad
Niir/Ahad
Ahad
Ahad
Diana
Diana
Diana
Diana
Diana/Saron
Diana/Saron
Finance
All Team
FEI
Ahad
Niir
Diana
Diana
Diana
Ahad
Finance
Ahad/Diana/saron
Niir/Ahad
Niir/Ahad
Saron/Diana
All Team
Niir/Ahad
Niir/Ahad
Niir/Ahad
All Departments
All Team
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