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Internship Report

On
“ANALYSIS OF MARKETING CHANNEL: A STUDY ON
PACIFIC JEANS LTD”

SUPERVISED BY

Asma Jarin
Assistant Professor
Department of Business Administration
Southern University Bangladesh

PREPARED BY
Md. Shahab Uddin Raju
ID: 111-36-54
Program: BBA
Major: Marketing
Department of Business Administration
Southern University Bangladesh

SOUTHERN UNIVERSITY BANGLADESH


INTERNSHIP REPORT
ON
“ANALYSIS OF MARKETING CHANNEL: A STUDY ON
PACIFIC JEANS LTD”

SUPERVISED BY

Asma Jarin
Assistant Professor
Department of Business Administration
Southern University Bangladesh
PREPARED BY
Md. Shahab Uddin Raju
ID: 111-36-54
Program: BBA
Major: Marketing
Department of Business Administration
Southern University Bangladesh

SOUTHERN UNIVERSITY BANGLADESH


Date of Submission: 20-08-2017
LETTER OF SUBMISSION
August 20, 2017
The Dean
Faculty of Business Administration
Southern University Bangladesh.

Subject: Submission of Internship Report.

Dear Sir,

With great pleasure, I am submitting my Internship Report on “Analysis of Marketing


Channel: A Study on Pacific Jeans Ltd”. This Internship Report has been submitted as an
important requirement of BBA curriculum. I have tried my best to prepare the Internship
Report in conformity with the optimal standard under the valuable direction of my supervisor.
I have found the study as quite interesting, beneficial & insightful. I have tried my level best
to prepare an effective & creditable Internship Report. I hope you will find this Internship
Report useful.

I welcome your query on any element of the Internship Report & take pride to answer them.

Yours sincerely,

______________________
Md. Shahab Uddin Raju
ID: 111-36-54
Program: BBA
Major: Marketing
Department of Business Administration
Southern University Bangladesh.
Student’s Declaration

I hereby declare that the Internship Report is exclusively the result of my own intellectual
hard work based on my personal experience in Pacific Jeans, which is seen in the notes and
bibliography used. This Internship Report has not been used for any other degree or diploma
from any other Universities. I have accomplished the work as per my research objectives and
the guidance provided by my supervisor.

Finally, I declare that all materials presented in this Internship Report are the outcome of my
own work and fully and specifically acknowledged whenever adapted from other sources.

_________________
Md. Shahab Uddin Raju
ID: 111-36-54
Program: BBA
Major: Marketing
Department of Business Administration
Southern University Bangladesh
Supervisor’s Declaration

It is my pleasure to certify that, Md. Shahab Uddin Raju (ID: 111-36-54) a student of BBA
program of Department of Business Administration of Southern University Bangladesh has
successfully prepared his Internship Report on “Analysis of Marketing Channel: A Study on
Pacific Jeans Ltd” under my direct supervision. So far I know, he did not borrow anything
from any source without acknowledgement and did not submit this Internship Report to any
other University for any degree or diploma.

I have gone through the manuscript of the Internship Report in respect of materials and
contents. I suppose, the Internship Report is of desired standard and may be considered for
the award of BBA degree.

………………………………………
Asma Jarin
Assistant Professor
Department of Business Administration
Southern University Bangladesh.
Acknowledgement
I begin by thanking the Almighty for the successful completion of my Internship Report,
which is a significant part of the BBA Program. I would like to take the opportunity to thank
those people who have given me constant support while doing my research study to prepare
this Internship Report.
At first, it’s a pleasure to convey my heartiest gratitude and thanks to my honorable
supervisor, Asma Jarin, Assistant Professor, Department of Business Administration,
Southern University Bangladesh for his guidance at various stages in the preparation of this
Internship Report.
I deeply appreciate his cooperation, advice and guidance in preparing this Internship Report. I
would like to extend my heartiest thanks to the Office of Pacific Jeans for allowing me to
complete my Internship Report. I would like to acknowledge my indebtedness to the
following persons, who has extended their whole-hearted co-operation for preparing the
Internship Report Mr. Md. Mahabubul Karim (H.R. Manager, Pacific Jeans) and Mr. Md.
Mazharul Islam (Senior Marketing Executive, Pacific Jeans) & have given me the
guidelines for the successful completion of my Internship Report.

I would also convey my thanks to all the employees for their beloved manners and attitudes
shown to me during the program. Last of all, I would like to express my thanks to the authors,
researchers, article writers whose books and articles have helped me by providing valuable
information and data in respect of preparing this Internship Report.
Executive Summary
This study is an attempt to examine the marketing channel, performance and problems of
Pacific Jeans Ltd, as a leading exporting company of Bangladesh. Although Pacific Jeans
started its exporting operating in 1994, it gradually evolved as a as a reputed ready-made
garments supplying enterprise in the world marked. Basically it is an integrated industry
having several backward linkage industries for the supply of its needed raw materials including
fabrics, accessories, dying units and apparel trims and packaging. This study has used
secondary sources of data from inside & outside the company to meet the information
requirements of the study.
In respect of marketing mix, it has been found that it produces quality Woven and Sweeter
items of world class designs. So the company has established direct channel of distribution
with its target market Pacific Jeans makes use of personnel selling to promote its products
abroad. It does not rely on systematic advertising. Moreover direct communication with the
buyers offer serve promotional purpose.
A marketing channel is the people, organizations, and activities necessary to transfer the
ownership of goods from the point of production to the point of consumption. It is the way
products and services get to the end-user, the consumer and is also known as a distribution
channel. A marketing channel is a useful tool for management and is crucial to creating an
effective and well-planned marketing strategy.

Pacific Jeans Ltd. achieved the honor of best jeans wear manufacturer in Bangladesh. And it
represents the Bangladesh as a brand in the whole world. So, most of the foreign
buyers choose the Pacific Jeans Ltd. to produce their garments products. Pacific Jeans Ltd.
deals with the world famous brands. These are UNIQLO 30%, GAP 20%, C&A 15%, H&M
10%, CV 8%, TOM TAILOR 6%, OLDNAVY 6% and others is 5%.

It is necessary for Pacific Jeans Ltd to formulate effective Marketing Channal to overcome
these marketing problems. Side-by-side, the company has to do increase its overall marketing
efficiency to do well in the global market by ensuring high level of customer satisfaction and
enhancing its competitive ability.
Table of Contents
Sl No. Description Page No.
I Letter of Submission i
II Student’s Declaration ii
III Supervisor’s Approval iii
IV Acknowledgement iv
VI Executive Summary v
CHAPTER-01
INTRODUCTION
1.1 Prelude 02
1.2 Objectives of the study 03
1.3 Research Methodology of the Study 03
1.4 Scope of the study 04
1.5 Limitations of the study 04
1.6 Importance of the Study 05
1.7 Literature Review 05-06
CHAPTER-02
OVERVIEW OF BANGLADESH GARMENT INDUSTRY
2.1 RMG Sector Of Bangladesh 08
2.2 Multi-fiber Agreement (MFA) 09
2.3 Factors contributing to the growth garments industry in Bangladesh 10
2.4 Creation of employment opportunity by RMG Sector 11
2.5 Impact of compliance on RMG Growth 11
2.6 Impact of Imposition of GSP 12
2.7 Product Description of RMG Sector in Bangladesh 12
2.8 Buyers of RMG Sector in Bangladesh 13
2.9 About BGMEA 14
CHAPTER-03
ABOUT THE COMPANY
3.1 Historical background of Pacific Jeans Ltd. 16
3.2 Profile of Pacific Jeans Ltd. 17
3.3 Mission of Pacific Jeans Ltd. 19
3.4 Objectives of the Company 19
3.5 Policies and procedures 19
3.6 Code of conduct of Pacific Jeans Ltd 20
3.7 Organizational structure of Pacific Jeans Ltd. 21
3.8. Production Section of Pacific Jeans Ltd Company 22
3.10 SWOT Analysis of Pacific Jeans Ltd 27
CHAPTER-04
MARKETING CHANNEL OF PACIFIC JEANS LTD
4.1 Marketing Channel of Pacific Jeans Ltd 29
4.2 Buyers of the Pacific Jeans Ltd 30
4.3 Way to attract & retain customer 31
4.4 Production performance of Pacific Jeans Ltd 35
4.5 Production flowchart of the company 36
4.6 Production capacity items per day 37
4.7 Yearly Production 38
4.8 Production System 39-40
CHAPTER-05
ANALYSIS OF MARKETING MIX ACTIVITIES
5.1 INTRODUCTION 42
5.2 PRODUCT ASPECTS 43
5.2.1 Products of Pacific Jeans Ltd. 43
5.2.2 Product variety 47
5.2.3 Product aspect of Pacific Jeans Ltd 47
5.2.4 Design 47
5.2.5 Features 48
5.2.6 Brand name 48
5.2.7 Packaging 48
5.2.8 Service 48
5.3 PRICING ASPECTS 48
5.3.1 Price 49
5.3.2 In setting price the following factors are considered: 49
5.3.3 Price quotation and negotiation 49
5.4 PLACE ASPECTS 52
5.5 PROMOTION ASPECTS 53
5.5.1 Direct communication with the buyer 54
5.5.2 Attending trade meetings 54
5.5.3 Participating the trade delegation of Govt. and BGMEA 54
5.5.4 Advertisement 54
CHAPTER-06
PROBLEMS, FINDINGS & RECOMMENDATIONS
6.1 Problems 56
6.2 Findings 57
6.3 Recommendations 58
Conclusion 59
References 60