1

Table Of Contents

1.0 Executive Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

1- 22.0 Situation Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

6-122.1 Market Summary

2.1.1 Market Demographics

2.1.2 Market Needs

2.1.3 Market Trends

2.1.4 Market Growth

2.2 Industry Analysis and Distribution

2.3 Market Analysis

2.4 SWOT Analysis

2.4.1 Strengths

2.4.2 Weaknesses

2.4.3 Opportunities

2.4.4 Threats

2.5 Competition

2.6 Products Offered

2.7 Keys to Success

2.8 Critical Issues

3.0 Marketing Strategy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

12-143.1 Mission

3.2 Marketing Objectives

3.3 Financial Objectives

3.4 Target Markets

3.5 Positioning

3.6 Strategies

3.7 Marketing Mix

3.8 Marketing Research

4.0 Financials

14-164.1 Break-even Analysis

4.2 Sales Forecast

4.3 Expense Forecast

5.0 Controls

16-175.1 Implementation 5.2 Marketing Organization

5.3 Contingency Planning 1.0 Executive Summary

Introduction

Fish world is a family start-up business that specializes in producers of best quality vacuums packed Boneless Fishes Products and dried fishes. Fish world will penetrate the fish industry with innovative, first to market; high-quality packed and dried fishes. Fish world will establish its own routes in the Southern and Central region. With the establishment of one strategic alliance with a national brand name in either of its vending lines, fish world expects to easily exceed the financial forecasts.

The Company

We see ourselves reaching more people and creating more enjoyable culinary experiences with our fish products. We are continuing our endless pursuit to marry tradition with innovation by coming up with products that suit our patrons, who value good quality fish. We see ourselves tapping more markets both in the Bangladesh, Asia-Pacific and the Middle East. We seek sustainable growth and help improve the lives of people in our region.

Fish World's mission is to be the leader in introducing innovative, quality Boneless and dried fishes to the market. Through close customer contact and excellent relationships, Fish World will meet the needs of the customers. Fish world, is a privately-held Bangladeshi corporation and maintains an office in Dhaka and three small warehouses in a mixed-use area of Teknuf, Mangla and Brishal. Three of the four investors in the company have full operational responsibility. Shanchita Shitu and Uzzal Rahman, the co-founders, have both entrepreneurial and industry experience. Rashel Ahmed Rony brings operational management, marketing, and financial skills to the operation.

The Products

Fish world will have three product lines, for the markets it serves. The boneless big fishs line will include the unique Hilsha, Rui, Pangash, Telapia, carp, catfish and the multi-line sea fishes. The dressed up small fish products will be Bele, Tangra, Kachki, chapila, Kajoli etc. And the dried fish will include all the fishes demanded in the market. Most of the products, such as the boneless big fishes and dressed up small fishes are produced in innovative machines that have functions and advantages not found in today's common machines, thus providing Fish World a competitive advantage over more established competitors.

Fish world plans to aggressively enhance the existing line in the future. The immediate plans are to include a larger model of Sandwich Express that will offer a greater variety of sandwiches, and a more diverse product line, such as pizza. Other products are in the exploratory phase.

Fish World is also pursuing supplier relationships with large local fisheries and dry fish manufacturers, to customize the machines to their products. This would enable Fish world to supply fishes to national retail stores and allow them to brand the fishes with their product lines.The Market

The demand for fish is increasing very fast because of peoples increasing awareness of the importance of taking more of protein in their daily food intake. The demand for food in Bangladesh and around the world is changing rapidly. Driven by economic growth, rising incomes, and urbanization, demand is shifting away from traditional staples toward high-value food commodities. With the rapidly expanding world population and limited size of the food resources, it is becoming increasingly important that all harvested/captured fish and shrimp resources be fully utilized especially for human consumption.Global demand for fish and fish products is rapidly increasing day by day. There are three major markets in the world, the EC, Japan and USA. Consumption of fish products in the EC market has been growing faster than the USA and Japan.

All of this indicates that a fast moving, innovative company that can introduce enhanced products to frozen/dried fish customers stand to gain significant market share in a relatively short time span.Fish world will market its products to three distinct market segments including: distributors, retail stores and local department stores, and end users. For the boneless fishes and dressed up small fishes business fish world will focus on local restaurants, Chinese hotels and catering service companies.Financial Considerations

The company has an initial start-up cost of approximately BDT 120,000,0000 of which BDT 60,00,000 will come from a ten year SME loan. Short-term borrowing will provide Fish World with an additional 20,00,000 and the rest will be provided by investment capital. Annual Sales Forecast

Sales Forecast

201020112012

Distributor164250003285000065700000

Retail Stores219000004380000087600000

End User164250003285000065700000

Total Sales54750000109500000219000000

Direct Cost of Sales

201020112012

Distributor114975002299500045990000

Retail Stores153300003066000061320000

End User114975002299500045990000

Subtotal Cost of Sales3832500076650000153300000

2.0 Situation Analysis

Fish World is in its first year of operation. Its products have been in strong demand from initial contacts with end users and distributors. Marketing will be critical to continue to generate significant demand for the products. The basic market need is for high quality, innovative and ready to consume fish products.2.1 Market SummaryFish World has captured good information about the market and knows a great deal about the common attributes of the target customers. This information will be leveraged to better understand who is served, their specific needs, and the best way to communicate with them.Target Markets

Target Market Forecast

Potential CustomersGrowth2010201120122013

Distributor5020304050

Retail Stores100100200300400

End User10054750109500219000273750

Total83.3354870109730219340274200

2.1.1 Market DemographicsThe profile for Chef Vending consists of the following geographic, demographic, and behavior factors.Geographics:

The immediate geographic target is the Dhaka and Chittagong city.

A 550 mile radius is in need of the products.

The total targeted population is 54,870.

Demographics

Families.

A household income over BDT 20,000 per month.

Busy office going families

The distributors serve higher-end restaurants. Convenience Retail stores in locality Behavior Factors

Busy service people and the peoples dont eat fish because of bones. Practice changing food menu inside the home.

Do not eat out much because of the difficulty of finding dressing small fishes at home.

Appreciate high quality, innovative food offerings.

People dont buy dry fishes for the smells.

2.1.2 Market NeedsFish World is providing its customers with a progressive menu offering of fish items which is innovative in market like boneless big fishes and dressed up small fishes. All of the products have first to market features not found on competitors offering. Chef seeks to fulfill the following benefits that are important to their customers.Innovative features: There are lots of fisheries and fish marketing companies on the market, but the product fish world is offering by adding value with fishes are unique in the marketplace, which customers demand innovation as a competitive edge.High-quality fish products: Current fish market are not normally synonymous with high quality food products, Fish World is changing this perception.Selection: A wide selection of menu items.

Customer Service: Customers will be impressed with the level of attention that they receive.

Competitive Pricing: All of the offerings will be competitive relative to the true competitors found in Dhaka and chittagong. Fish world will take the first mover advantage.2.1.3 Market Trends

Growth rate in the fisheries industry remain strong. This growth is fueled by the changes in the workplace and workforce that are causing service workers more busy and to consume more of their meals easy and convenience manner. Boneless and dressed up small fish sales are expected to increase by 83%.

As more and more consumers eat away from home, there is increased demand for higher quality value added products. Vendors are now offering a full line of packaged frozen meals in their machines. Margins will increase as premium prices are being placed on branded, high-quality products.Demographic trends are affecting the industry. A large group of young adults and service holders, who mainly grew up on fast food, have emerged as an economic force. This group's perceptions on fast food, technology, and vending, will have a positive impact in the value added fisheries products offered by Fish World. Furthermore, overall population growth rates, and immigration trends particularly, will also have a tremendous economic impact on the industry. Fish world will take the advantage of the untapped market through the followings: Quality of the products: The preference for higher-quality ingredients is increasing as customers are being subjected to better value added fishes.

Innovative creations: More innovative items are being demanded as people recognize that a fish does not have to be dull just because it is easy to cook and eat.

Market Forecast

2.1.4 Market GrowthAs Fish World comes up with new and innovative value added product thus its introduce a new industry in the existing fish industry of Bangladesh. Studies conducted by the FAO reflect an industry growth rate of approximately 83% over the next five years, matching the overall growth of the economy.

2.2 Industry Analysis and Distribution

Bangladesh at the time of its independence in 1971 had only 15 fish processing plants. The number of processing plants had increased to 145 by 2006. The unplanned growth of such plants exceeded the potential of raw materials resources encouraging unhealthy competitions amongst the processors, thus resulting in loss of quality and international marketing good will. Moreover, due to a ban by the European Union (EU) in 1997 many plants went out of operation. So far 72 Processing plants were issued license by Department of Fisheries (DOF) after modernization until 2006, out of which 60 plants are EU approved. About 20-25 (30%) plants are involved in production and export of value added fish and shrimp products and more plants are likely to go for product diversification in near future.2.3 Market AnalysisIn Bangladesh, there exists an acute protein deficiency mainly due to insufficient supply of protein food products viz. milk, eggs, fish and meat as well as low purchasing capacity of the consumers. At least one-third of total per day per capita requirement (about 22 grams) of protein should come from animal sources usually in the form of milk, eggs, fish and meat. As per report of FAO/UNDP mission per capita protein consumption in Bangladesh has been only 6.1 grams of which only 3.0 grams come from animal sources. Of this 3.0 grams, 1.5 grams come from meat, 1.4 grams from fish and 0.1 gram from eggs. This alarmingly low level of protein consumption is due to insignificant supply and low per capita income of the consumers in comparison to market prices.The amount of fish eaten by the Dhaka people is also huge. Around 700 tonnes of fish are sold at about 29 wholesale markets of the city per day. The wholesale fish markets in and around Jatrabari alone sell some 250 tonnes of fish every morning while Kawranbazar is second largest, with daily sales amounting to 200 tonnes.

Fish and fish products are also regular food items of the people of other countries. Presently about 10% of the total export earning in our country comes from the export of fish and fish products of which 90% from shrimp and 10% from other fishes. As a result the Government, Cultivators, Processors and Exporters are giving a great deal of emphasis to fish culture and export of processed fish. Accordingly the government provides all sorts of facilities in this regards.2.4 SWOT AnalysisThe following SWOT analysis captures the key strengths and weaknesses within the company and details the opportunities and threats that the industry faces.2.4.1 Strengths

Strong relationships with local fisheries and farmers.

Excellent product line.

Seasoned management team. Excellent staff who are highly trained and very customer attentive.

2.4.2 Weaknesses

Lack of brand recognition because Fish World is a start-up organization.

The need to take on debt to get the business off the ground.

Fish World's new and innovative products do not have a lot of visibility in the Bangladesh yet. A limited marketing budget to develop brand awareness.

2.4.3 Opportunities

Participation in a growing market with a significant percentage of the target market still not aware of Fish World and its products.

The fish market, while some what affected by economic downturns is largely immune because food is a basic necessity.

The steep learning curve that kosher food can be creative.

The steep learning curve that kosher food can be creative.

The ability to develop many long-term customers because of a close-relationship with community.

2.4.4 Threats

Heavy equipment makes regional distribution more difficult.

High capital costs.

Future/potential competition from a national company.2.5 Competition

Fish is an essential item of our food list. It is the main source of protein. But the supply of fish is not sufficient compared to its demand. Bangladesh is a densely populated country. Its population is growing rapidly but the culture and production of fish is not growing proportionately to the growth of population. So the gap between supply and demand is increasing day by day. Moreover, supplies of fish from natural sources are decreasing and no serious competition in near future is expected.

Developing value added fishery products in Bangladesh needs urgent attention of the Government. The processing industry and the quality control agencies. It is vital in respect of export as well as local marketing. More foreign exchange can be earned through exporting value added products in place of traditional fish and shrimp products. On the other hand less popular low cost under-utilized fish, small shrimps etc can be made popular and acceptable to the urban well to do class through value addition.

As the technology used by Fish World is available there is probable chance that some of the big fisheries and aquaculture firms will turned into boneless and dressed up fish marketing. Thus some of the probable competitors will be:1. Gachihata Aquaculture Farms Ltd.

2. Dhaka Fisheries Limited

3. Prabhati Fisheries Limited

4. Beg Fisheries Limited

5. Charipara Integrated Fisheries Ltd.

6. Cat Fish Limited

7. Cresent Farming Complex Ltd.

8. Aftab Bohumukhi Farms Ltd.

9. Al-Amin Fisheries Ltd.2.6 Products OfferedFish world will have three product lines, for the markets it serves. The products are discussed below:1. Boneless Big Fishes: There is one machine for producing boneless fishes with maximum capacity of 2 ton of fish processing. According to the market demand forecast Fish World will introduce new lines soon. With the existing capacity Fish world will targeted to produce at least 500 kg boneless fishes per day in various categories. Initial categories are: Hilsha

Rui

Telapia

Pangash

Carp

2. Dressed Up small Fishes: There is another machine for dressing some small fishes. Meanwhile dressing up fishes will require manual handling more than 50%. Thus two cover the demand labor cost should be changed. In the initial stage dressing up small fish line will be the following categories: Tangra

Chapila

Bele

Kachki

Mola and Dela

3. Dried Fishes: In the third category there will be packed and fresh dried fishes of all kinds. Thus our packing machine will allow it possible to market the dried fishes in vacuum packages.2.7 Keys to Success

As a start-up company, new to the industry, and introducing new products, Fish World must be focused and work hard to create acceptance for the brand and products within the marketplace. The keys to success are: Quality support and service, recognizing that Fish World's success depends most critically on the relationships it's able to create.

Innovative, quality products that are able to both expand existing markets and create new ones for customers.

Steady, disciplined pattern of growth.

Fish World's customers and keeping them happy.

2.8 Critical Issues

Fish World is still in the speculative as a start-up organization. The critical issues that it faces are: Pursue controlled growth that dictates that payroll expenses will never exceed sales revenue.

Constantly monitor customer satisfaction, ensuring that the growth strategy will never compromise service and satisfaction levels.3.0 Marketing StrategyThe marketing strategy will emphasize the strengths of both the company and the products. Fish World will position itself as an aggressive, innovative company that supplies the market with new, high quality value products. Fish World will position itself in trade shows, within industry publications, and the Internet, to reinforce this marketing strategy. The brochures, letterhead, and business correspondence will further reinforce these concepts.Fish World recognizes that it costs six times more to attract a customer than to retain one. To that end, Fish World will operate under the principle that the best marketing is an exceedingly satisfied customer. While the industries Fish World operates in are large, reputations play an important part.3.1 MissionFish Worlds mission is to be the leader in introducing innovative, quality value added fishes to the market. Through close customer contact and excellent relationships, it will meet the needs of customers wherever it can. Fish World will secure sufficient profits from operations, to sustain its stability and finance future growth. We will add value to our community by maintaining a friendly, familial work environment.3.2 Marketing Objectives Maintain positive steady growth each month.

Increase market penetration every quarter. Decrease the market expenses as a percentage of sales.

Experience an increase in new customers who are turned into long-term customers.

Generate increased brand awareness quantified by reactions/feedback of customers at the advertisement, internet and trade shows.3.3 Financial Objectives Decrease customer acquisition costs by 1% a quarter. Reduce the variable operating costs.

Continue to decrease variable costs through efficiencies gained from experience. Increase profit margins by 0.5% per quarter.3.4 Target MarketsFish World will market its machines to three distinct market segments:1. End users: The consumers of the product are two categories final consumers and the restaurants and hotels. It also included large institutional food service companies. Fast food retailers are also the end user of our product. 2. Distributors: There will be regional distributor at the initial stage who will supply it to the retailers or the others customers. 3. Retail Stores: Our own transportation will distribute the product to the big retail stores around the Dhaka and Chittagong city. 3.5 PositioningFish World will position itself as an innovative, high-quality value added fish manufacturer and supplier. In additional Fish World want the high recognition as a unique service provider in the market. To achieve this positioning, Fish World will leverage its competitive edge. Fish World will enjoy the traditional benefits of first to market. Fish World will attempt to leverage this position to establish and solidify the brand in the market. As a small company looking to establish itself, Fish World will be attentive and flexible in meeting the customer's demands. For Fish World products, they have design features that will make them very competitive. In addition to these design features, Fish World will also be competing on price.

Fish World is approaching the market as if there will significant competition between the different value added fish providers soon. By making customer satisfaction and continuous development in the product category a priority, over time, local customers will come to appreciate the attention that their needs are given and form a long-lasting relationship with Fish World.

3.6 StrategiesThe single objective is to position Fish World as the leader in value added fish industry in the Bangladesh. Fish World will strive to aggressively increase its market penetration. The marketing strategy will seek to first create customer awareness regarding the offered products, then develop the customer base, and finally work toward building strong customer loyalty.The message communicated will be that Fish World offers the best quality boneless and dressed fishes. The first method of broadcasting the method is Television and newspaper advertisement. The second method will be distributor open houses. The third method is the development and use of Fish World Internet website. The last method of communication that Fish World will be using advertisements in trade publications and participation in trade shows.3.7 Marketing MixFish World marketing mix is comprised of the following approaches to pricing, distribution, advertising and promotion, and customer service.Pricing: Fish World 's pricing scheme is designed to be competitive while still providing Fish World with a fair margin. With the passes of experience curve Fish World can reduce its price continuously which will give us another competitive advantage over time. And surprisingly fish world will follow the stable going rate pricing policy in the initial stage.Distribution: All of the products can be distributed within the Dhaka and chittagong city in the initial stage. But Fish World will continuously try to broaden its reach.

Advertising and promotion: Fish World will employ several different strategies for its advertising and promotion campaign. Fish World will also take order through internet thus provide internet advertisement also.Customer service: Exceptional customer service is a necessary component for making this business successful.3.8 Marketing ResearchDuring the initial stages of the marketing plan development, Fish World held several focus groups with perspective customers. These focus groups were developed out of interactions/introductions made at the regional trade show. The goal of the focus groups was to solicit a significant amount of information from perspective customers.Fish World was very careful with the facilitation of the focus groups, attempting to insure that the results were as valid as possible. The groups ranged in size from seven to nine people. The focus groups were video taped to allow Fish World to review them more carefully at a later time. Overall, the focus groups provided Fish World with a wealth of information that was instrumental in launching and growing the business.4.0 FinancialsThis section will offer a financial overview of Fish World as it related to the marketing activities. Fish World will address Break-even Analysis, Sales Forecasts, Expense Forecasts, and how they link to the Marketing Strategy.

Break-Even Point (units) =33,333 Break-Even Point ($'s) =$10,000,000

Total Fixed CostsTFC =BDT 1,000,000

Variable Cost per UnitVCU =BDT 270.00

Sales Price per UnitSPU =BDT 300.00

4.2 Sales ForecastThe following chart and table reflect the forecasted sales for Fish World. Fish World is forecasting significant sales growth for the products and for the vending routes that Chef will establish and manage itself.

4.3 Expense Forecast

Marketing expenses will be budgeted so that they initially ramp up and then re-ramp up over the course of the year. The expense forecast will be used as a tool to keep the organization on target and provide indicators when a modification or correction is needed.

5.0 ControlsThe purpose of Fish World's marketing plan is to serve as a guide for the organization. The following areas will be monitored to gauge performance:

Revenue: monthly and annual, based on planned compared to actual.

Expenses: monthly and annual, based on planned compared to actual.

Customer satisfaction, to generate repeat business and referral activity.

5.1 ImplementationThe following milestones identify the key marketing programs. It is important to accomplish each one on time and on budget.2009

JanFebMarAprMayJunJulAugSepOctNovDec

TasksStartEnd

Marketing Plan Completion24.12.0824.12.08

Television Advertisement1.1.1031.12.10

Newspaper1.1.1031.12.10

Website Development1.1.1030.03.10

Trade Publication

Trade Shows Campaign 11.11.1030.11.10

Trade Shows Campaign 21.12.1031.12.10

5.2 Marketing OrganizationTradecop a growing ad agency in Bangladesh will be responsible for all of the marketing activities. The have long experience of the trade show campaign for future participation and TVC making. The advertising campaigns will be evaluated on a return on investment basis.5.3 Contingency PlanningDifficulties and Risks Problems generating visibility.

Importing issues that are beyond Fish World's control.

An entry into the market that adopts similar products.Worst Case Risks May Include Determining that the business cannot support itself on an ongoing basis.

Having to liquidate equipment to cover liabilities.

EMBED Excel.Chart.8 \s

_1305131713.xlsChart2

1000000010000000-1000000

10000001080001108000120000-988000

10000002160001216000240000-976000

10000003240001324000360000-964000

10000004320001432000480000-952000

10000005400001540000600000-940000

10000006480001648000720000-928000

10000007560001756000840000-916000

10000008640001864000960000-904000

100000097200019720001080000-892000

1000000108000020800001200000-880000

TFC

TVC

TC

Sales

Profit

Break-Even Chart

Break-Even Analysis

Break-Even Point (units) =33,333Break-Even Point ($'s) =$10,000,000

Total Fixed CostsTFC =$1,000,000Formulas:

Variable Cost per UnitVCU =$270.00BEP (units) = TFC/(SPU-VCU)

Sales Price per UnitSPU =$300.00BEP ($'s) = BEP (units) * SPU

Copyright, 2009, Jaxworks, All Rights Reserved.

Unit Increment x-axis400

Graph Data:

Total

UnitsTFCTVCTCSalesProfit

01000000010000000-1000000

40010000001080001108000120000-988000

80010000002160001216000240000-976000

120010000003240001324000360000-964000

160010000004320001432000480000-952000

200010000005400001540000600000-940000

240010000006480001648000720000-928000

280010000007560001756000840000-916000

320010000008640001864000960000-904000

3600100000097200019720001080000-892000

40001000000108000020800001200000-880000

&C&"Arial,Regular" Copyright, 2009, Jaxworks, All Rights Reserved.

Break-Even Chart

00000

00000

00000

00000

00000

00000

00000

00000

00000

00000

00000

&A

Page &P

TFC

TVC

TC

Sales

Profit

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Enter your numbers in the TFC, VCU, and SPU cells.

Remember that VCU and SPU are per unit.

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