Computer Source Ltd (CSL) is the largest technology distributor of Bangladesh and a

leading technology sales, marketing and logistics company. Computer Source Ltd treats its
customers as business partner. At Computer Source Ltd, we place inestimable value on our
business partners. Computer Source Ltd understands that our partners are the fuel that
lets us rise above our competition. Our customers enjoy an extensive menu of services and
solutions that greatly enhances their experience of purchasing and owning a Computer
Source Ltd product. And the partnership results in what is most important: continued
customer satisfaction and loyalty. And by working synergistically, you can multiply our
capabilities to cover all the bases and deliver the best products and solutions to millions of
people nationwide. Simply put, every success story is made possible by you—our business
partner.

Since 1993, Computer Source Ltd has connected technology solution providers with users
nationwide, identifying markets and technologies that shape the IT industry. Today,
Computer Source Ltd remains at the forefront of the technology marketplace, bringing the
latest products and services to market and finding new ways to bring value to our
customers.

Computer Source was founded in 1993 by two university graduates. Since the company's
inception, Computer Source Ltd business executives and engineers have been leaders in the
market in selling, distributing and providing solution for technology products. Today, with
more than 500 employees nationwide, this tradition of marketing innovation continues with
industry-leading products and solutions in the company's core business areas. In 2000 the
company became a limited company by shares, and currently the company has seven
directors.

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 Products that are traded by Computer Source
are:
 Note  Printer  Monitor  CSM PC
Book
 iPod  Network Tools  TV Card  HP Server
 Speaker  Portable Hard  Pen Drive  Casing
Drive
 Processo  Motherboard  HDD  RAM
r
 Optical  Keyboard  Mouse  Graphics
Drive Card
 A4/F14  Cartridge/Ton  MP3/MP4  CD/DVD
Paper er Player Disk
 UPS  Bag/Cases  Windows/Offic  Norton
e 60/IS

The company offers a broad array of solutions and services to thousands by distributing
and marketing IT products from nearly 37 world renowned brands. Among the brands
Apple, Double A, Apacer, AVerMedia, Buy48, Cheval, Cisco, CSM, Cyberoam, Dell,
Dynet, EMC2, Fujitsu, HP, Imation, Intel, Kodak, Lexmark, Linksys, Logitech, Maxtor,
Microlab, Microsoft, MSI, Perfect, Philips, Prolink, Samsung, Sony, Symantec, Targus,
VMware, Western Digital (WD) are the stars.

Computer Source Ltd is been certified by ISO 9001:2000 for Distribution, Solution
Assembling & Servicing of Personal Computers, Computer Accessories Peripherals,
Networking & Radio -Tele Communication Products in 2004.
An Enterprise-wide Resource Planning (ERP) system in place helps Computer Source Ltd
in its management and operational excellence. This data management software helped
Computer Source Ltd and its partners to optimize its operation, by way of inventory
management, credit control, financial reporting and many more. Computer Source Ltd is
one among few companies who uses ERP for service support.

Market Segmentation:

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Dividing a market into smaller groups with distinct needs, characteristics or behaviors who
might require separate products or marketing mixes.

Market Segmentation Chart:

Geographic Segmentation
World region Bangladesh
Dhaka, Chittagong, Khulna,
Country region Kushtia, Rajshahi, Bogra,
Tangail, Jessore, Sylhet.
Density Urban
Demographic Segmentation
Age 12+
Family Size 1-2, 3-4, 5+
Young single, young married no children,
Family life cycle young married with children
Income 30,000+
Officials, teachers, students, Professional
Occupation and technical managers.
Education School, College, Under graduate, Graduate
Nationality Bangladeshi
Psychographic Segmentation
Middle class, Upper Middle class and Higher
Social class class
Life style Achievers, Strivers
Personality Ambitious, Confidence, Active
Behavioral Segmentation
Quality, Service, Economy, Convenience,
Benefits Durable, Fashionable, Affordable, Available
Nonuser, Ex-user, Potential user, First-time
User status user, Regular user
Loyalty status None, Medium, Strong, Absolute
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Attitude toward product Enthusiastic, Positive, Indifferent

Geographical Segmentation:
Computer Source Ltd is distributing business organization of Bangladesh. It has 8
branches all over Bangladesh in different cities. The cities in which Computer Source Ltd
has its branches are Dhaka, Chittagong, Khulna, Kushtia,
Rajshahi, Bogra, Tangail, Jessore, Sylhet. Computer Source Ltd
tends to be more popular among the urban people of Bangladesh.

Demographic Segmentation:
Computer Source Ltd’s products are most used by the people by the people who are above
12 years old. In schools, colleges and in almost all the organizations computers and in
almost all the organization computers and other technological instruments are constantly
used and nowadays these technological instruments have become necessary items to all
groups of people.

People with family size of 1 or 2 people can find fashionable laptops and other portable
products which will be easier for them to maintain. And there are PCs for people with a
family size of 3 and above members which all the family members can use together.

Nowadays products like computers, speakers and other products that are offered by
Computer Source Ltd has become essential for people of all young people, regardless of the
family life cycle.

Technological resources are generally more expensive than the other necessary products,
but people with a minimum income of 30,000 Taka can easily afford the minimum ranged
products of Computer Source Ltd. And complementary products of computers, like mouse,
keyboards, mouse pads and others can be affordable even to the people of lower income as
well.

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 Nowadays the usage rate of computers has increased so much that, no matter what the
occupation is, almost everyone needs to use computer. The occupational people who mostly
need to work on computers are Officials, teachers, students, Professional and technical
managers.

If Education is the backbone of nation then in today’s world, Computer is the back bone of
Education. No matter what the education level is, from school students to college students
and from under graduates to graduates, everyone needs to have access on computers. And
so the use of computer at both home and educational institutions has become preliminary.
This allows Computer Source Ltd to contribute to the educational system by providing the
consumers with the best that they can provide. Computer Source Ltd is a computer
distribution organization only in Bangladesh.

Psychographic Segmentation:
Computer Source Ltd aims to become popular among the people of Middle class, Upper
Middle class and Upper class with the high profiled products of different well-known
brands.

Achievers will easily get delighted with the innovative collections of all the fashionable and
branded products of Computer Source Ltd. And the strivers can also get what they want,
in Computer Source Ltd, with all the possible good qualities.

Ambitious and confidence people can get the fashionable laptops and computers which
would complement their personality. And the active people can choose the user friendly
products of Computer Source Ltd which will help them to complement their product with
great ease.

Behavioral Segmentation:
Computer Source Ltd follows “Quality First” philosophy which is clearly aimed towards a
“BUY 48” warranty support service brand. In order to have a full understanding of BUY
48 quality brand, every employee of Computer Source Ltd identify him/herself with his/her
duties and have a sense of responsibility to ensure quality service to Computer Source Ltd
customers. They provide after sales service to its consumers and also provide tuition on the

pg. 5
usage of the equipments that are bought from Computer Source Ltd. It provides economic
advantages to its consumers by charging lower price than other showrooms and its location
is very convenient for all customers to reach them easily. Computer Source Ltd guarantees
its products to be durable along with the customer’s desired design. It trades products of
different brands so that it can be available to almost all groups of people. And they are
open for almost 18 hours a day and six days of the week.

Computer Source Ltd tends to attract the nonusers and ex-users by improvising on its
promotional activities. The first time users are aimed to attract through lavishing offers by
Computer Source Ltd. And the potential and regular users of Computer Source Ltd are
awarded with facilities like discount card and personal interaction.

Computer Source Ltd tends to gain customers’ loyalty by listening attentively to customers
to truly understand their needs, then delivering solutions that translate into customer
success. They also aim to provide good quality, inventiveness, and simplified work process
in order to achieve loyalty of all the customers.

Computer Source Ltd invites all the customers who have enthusiastic, positive and
indifferent views about Computer Source Ltd to visit their showroom, because according to
them no one will ever dislike Computer Source Ltd if they take a closer look of it, its
variety and its facilities.

Conclusion:
Computer Source Ltd is such an organization where no one will get disappointed after they
visit it. Its collection consists of different variety of products that gives the consumers a
wide range of choice. Its service and the behavior of its staffs are really appreciative. All in
all Computer Source Ltd is place where every customer are promised to get best quality
with no complains at all!

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