tour report - kds

8/10/2019 Tour Report - KDS

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Chapter One

Introduction

1.1 Prelude

The communications activities that make up promotion strategy inform people about products

and persuade the companys buyers, channel organizations and the public at large to purchase

brands. The objective is to combine the promotion components into an integrated strategy for

communicating with buyers and others who influence purchasing decisions.

Since each form of promotion has certain strengths and shortcomings, KS accessories

integrated strategy incorporates the advantages of each component into a cost!effective

promotion mi".

KS is one of the largest and most diversified business groups in #angladesh and KS

accessories division is one of these concerns. The accessories include Thread, $oly, $rinting,

%abel and $ackaging etc. its facility at KS is the only composite unit with all manufacturing

facilities in one comple". &t has 'ualified professionals with e"pertise in its own line of business

that ensures that its entire product can fulfill international 'uality standards. The world!classes

supply chain management system ensures speedy and prompt delivery during most critical

situations.

1.2 Objectives of the study:

(bjectives provide a frame of reference for strategy development. The main objective of the

study is to know the )marketing strategy used by KS *ccessories and its effect on customer

satisfaction+. #esides other supporting objectives are as follows

To find the problems and limitations of marketing tools used by KS *ccessories.

To identify the problems and prospects regarding customer satisfaction To suggest necessary measures to solve the identified problems relating customer service.

To gather information about the product of KS *ccessories.

1.3 Methodology of the Study:

This study has covered by gathering different information on different aspects to the assigned

topic. & have followed the following steps.

Organization and developent of the report

-


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and discussed with the related managers and responsible officials to collect relevant information.

uring internship & was concerned about their Supply 2hain management system. KS

accessories are fully e"port oriented manufacturing company. &n my report, & tried to find out the

supply chain network of the KS accessories. /owever it seems to me that this study will help

the organization to find out their problems that will lead to future improvement and prosperity of

the KS accessories.

3very work can successfully be completed only when the reality matches to the e"pectation. The

study has been conducted on for three months. This shorter duration is inade'uate for such a

comprehensive study. &f ade'uate time can be allocated, the study would be more informative

and goal oriented. #ut, there e"ist some limitations, which are stated below

-. ue to shortage of time, it was impossible for me to prepare a comprehensive report

as & intended.

1. ew of the selected personnel refused to give data. &n the circumstances alternative

samples were taken.

4. &t was not possible to collect, store and present all the information to prepare the

report.

5. 3very research study should re'uire a lot of fund to complete. *s & have not available

fund, the study was not finished as effectively as it should.

6. &nformation is a vital force for the competitive market. *t present every industry has a

great interest on others secrets. *s a result & could not gather all the re'uired

information. #esides some information may be distorted due to the lack of my

capacity, catching power and lack of concentration of the respondents.

7. 8ost of the officials are too busy to provide me sufficient time.

9. They were very much reluctant to show all the documents.

:. Top management was very hard to reach.

1./ 0ustification of the study

KS accessories have operated its business from the very beginning with an admirable

reputation. &t is very important to have competitive edge to avoid competitors threat. This edge

can be achieved through strategic implementation. KS accessories are well known about its

competitors and have clear knowledge about their activities. /owever this study can justify

developing some applicable strategies, which may establish the new band strategy into the

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market. irstly the accessories market was good but in later, it cannot maintain its image because

of some reasons. %ike, fail to fulfill the customers e"pectation, problems in product positioning

due to implementing wrong strategy and consumers unawareness about this product etc.

inally in recent market KS accessories conducted survey entitled )market acceptability of

accessories product+. The ultimate feedback of that survey was that &t is the market leader in

terms of superior 'uality, innovation, efficiency and price of their product etc. therefore, my

study also justify that these leadership are also ahead in accordance with the consumers brand

preference.

1. ,istorical "acground of #S

KSs history is one of innovation and adventure of risks taken and bold decisions made towards

a noble purpose building where our fellow customers can carry their business well. &t believes

without proper understanding or e"ploration of what future might hold we lack the freedom to

make the most of our opportunities and to control our destinies in a fiercely competitive

accessories market both domestic and global.

The year 1;;7 was not an e"ception to this guiding principle. &n 1;;7 KS achieved a

significant growth over 1;;6 and it helped KS advancement in strengthening a set of

differentiated capability namely, its manufacturing capability with several production units,

'uality manufacturing process, their people, innovative sales and marketing capability in both

domestic and foreign markets, well recognized e"pertise and know how in meeting the stringent

regulatory re'uirements, and its capability in


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KS believe in working closely with their client to understand their core needs to design

services accordingly and align ourselves as a strategic partner, helping us realize their vision to

be )The $referred Tetting to be one of the largest and most diversified business groups in #angladesh was a long

and hard road to tread.

&t is still continuing on a journey of growth, diversity and achievement.

This growth has been one of the most significant in each area of operation. This was made

possible by the strong drive of the management and continuous dedicated hard work of the rest

of the team.

*t present KS employees are more than :;;; in all its operations. This has been recognized as

one of the largest employer great for the socio economic development of the country.

1..2 !"O-* !%%&SSO4)&S

$ioneering in backward linkage industries for the garments industry of #angladesh, KS set up

its *ccessories manufacturing units.

The *ccessories facility at KS is one of the only composite units with all its manufacturing

units in one comple". 3ach factory installed in separate buildings makes each product

development independent in terms of 'uality control, yet it is distributed through one sales

source under KS *ccessories ivision.

This makes the vendors beat comfort being able to source a wide range of products from just one

source.

The 'uality of the wide range of products that KS offers has always been setting standard for

our competitors to follow.

Step in and e"plore all that KS *ccessories can offer.

1..3 5)S)O' !'# %O4& 5!(-&S O+ *,& %OMP!':

5)S)O':

To be a globally preferred trims = packaging solution company.

%O4& 5!(-&S:

%ead through innovation = e"cellence

$riorities customer satisfaction overall understand customer core benefits.

8aintain global 'uality standards

3conomy, always

8a"imize resource utility

2reate environment that dives intelligence among all involved.

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Chapter TwoAnalysis of Findings

2.1 *4)M SO(-*)O'6 *,& 7! +O47!4# +O4 #S !%%&SSO4)&S:

KS *ccessory figured out that providing this )package solution+ to the garment manufacturer

holds immense prospect. &t will unburden the garment player by obviating the need to look for

different accessories from different sources. This will free up resources in the garment sector and

leave the entire accessory sourcing to the more e"perienced player like us.

*lso it saves cost as getting an entire set of accessories will be more cost!effective, which can be

shared across garment and trim solution provider, creating a win!win situation.

0e developed )trim solution road map+ after stitching together various strategies and workingplan. 2onsolidating oversees sourcing and building a subcontracting network featured

prominently in our plan. Sourcing the entire set of accessories was major challenge that we

figured out to be important for us to e"ecute the concept. *lso we concentrated sorting out

commercial and logistical hurdles across continents, getting insight into many other accessory

sources that are specializing products we are not making. Sourcing at competitive prices from

these sources in the beginning would not be easy as they used to sell already at competitive

prices to garment players.

/owever, instead of getting discouraged by these difficulties, we forwarded with optimism to

pursue this trim solution concept. 0e successfully overcame all these hurdles to make this

concept success. 0e already provided )Trim Solution+ to several buyers and garment vendors,

who e"perienced significant benefit in getting supply of entire accessories in consolidated way

with price benefit.

Though the project has received encouraging feedback and generated business, however we still

need to cross miles before this objective fully materialize. The key milestones of becoming

)preferred trim solution to garment cutter+, and )complete solution to garment cutter+ and finally

)complete solution to retailer? importer+ at global level are infested with many challenges we

need to overcome. /owever, wining the trust of garment players, who are habituated in sourcing

from many accessory players, will be most important to us.

2.28-!()* O+ *,& !%%&SSO4)&S:

(ver the years the trust and reliability on KS products has emerged as one of its core

competencies. Today the name KS has been synonymous with trust and reliability inherent in

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the term 'uality is its relentless passion. @uality is ingrained in our values and in all what it does.

&ts business processes and the e"ception of its retailers and wholesalers through getting highest

'uality products of achieving returns.

0hen the accessories comes to manufacturing, this guiding principle places even more social

responsibility of ensuring 'uality in terms of 'uality, purity, stability, safety, efficacy and overall

presentation of the products. KS 'uality assurance system establishes control or checkpoint to

ensure the 'uality of the products during production and upon completion of production. &t starts

with raw material and component testing and includes in!process 'uality control and finished

product testing as well as batch auditing and stability monitoring. Standard operating procedures

developed in accordance with the latest rules and regulations current good manufacturing

practices are being strictly followed in every step.

To ensure all these, a highly dedicated academically sound and professionally competent team is

using most 8odern and sophisticated e'uipment and many other latest computer! aided control

instruments and accessories.

This passion to the total 'uality has helped KS from its inception to create many block!bluster

brands in a fiercely competitive accessories market.

KS has scaled the heights of success due to its dedication and commitment to 'uality. &ts

success at KS comes from the fact that it has always laid solid emphasis on 'uality control. &n

fact 'uality is not merely a buzzword at KS but is an inherent part of our work culture. 3ach

and every stage of the production process is monitored and checked by KS 'uality control team

to ensure that its overseas counterpart gets noting but the best 'uality.

KS has established an ongoing relationship with its clients providing them high 'uality

products. KS are striving to elevate its standard of e"cellence for the benefit of its clients.

&t is possible to ensure that material is strumming the right note in 'uality. 0hen it comes to

trims solution, global retail giants like 0*%8*3(3 and K8*


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2.3 49#: %!P!")()* +O4 %!44)' )''O5!*)O':

KS employs a significant part of its resources in


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&stablishent:

KSpackaging established in -BB5 in the following areas

14;;; sft area of operation

5 complete lines of semi automatic corrugating machines

more than -6;;; carton bo"es a day

5 sets of die cutting machines work force 14;

self sufficient power supply

Sales offices in both haka and 2hittagong

#S S&7)' *,4&!#:

KS Thread was the second sewing thread manufacturing unit in #angladesh, now having more

than 7 years of manufacturing e"perience. &ts yarn sources has still remained the same thereby its

'uality has been consistent ever since. &t has stood out clearly in the market with the range of its

products and the 'uality which it sustained by using world class machines such as this for dyeing

and SS8 for coning. &ts delivery is very prompt based on the stock that it maintains and for new

shades a 'uick dye to match from its highly sophisticated lab and skilled technical team. KS

Thread factory produces )sewing thread+. The grade of the thread is called count. &t has world!

class machines for dyeing and for coning.

#S *hread has t;o Product line:

Staple thread branded =

2ore spun Thread branded < -ltra %ore=

&stablishent:

-1;;; sft of operational area

1 pressure dying and - pressure dryer from Theis >ermany

Soft package winders and coning machines from SS8, Switzerland

%ab e'uipments from data color, CS*

ull water treatment plant for waste water

-;;;; cones a day

0ork force -;;

self sufficient power supply


B


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P(!S*)% ,!'&4S:

KS has come a long way since manufacturing for other brands of hangers. 0ith 0al!8art,

Kmart approving KS for global distribution, it has once again set an e"ample in the industry by

being the only *sian company in the world to have this status. KS has achieved this based on

consistency in 'uality, services and being competitive price. KS has -4 injection molding

machines ranging from -4; to 4;; tons capacity. *nd pantone color code size tab color matching

system. $roduction capacity of the omino" D:;,;;;!-, ;;,;;;E hangers per day and KS

hanger production capacity D9;,;;;!:;,;;;E hangers per day. The materials used for making

hangers are $$, >$$S, and /&$S etc. which is imported from /ong Kong, Thai wan, (8*F,

and S*C& *rab.

&stablishent:

9;;; sft of operational area

-4 injection molding machines ranging from -4; to 4;; ton capacity

$antone color code size tab color matching system

/ot stamp machine for imprints on plastic

(ver -5;,;;; hangers day

0ork force -;;

Self sufficient power generation

Sales offices in both haka and 2hittagong and /ong Kong.

O++S&* 9 P4)'*)':

KS elaborate printing facility adds to the range of products that offers in the pack age of

garment accessories. /aving one of the most sophisticated set ups in #angladesh, it has catered

to a wide variety of products like tags, art works, printed packaging and tickets with barcodes

and an e"tensive range of screen printing on all kinds of fabric.

&stablishent:

11;; sft of operational area /eidelberg 8( machine


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#S PO(:

The first few poly bag manufacturers, KS has by far the biggest production capacities in

2hittagong and one of the largest in #angladesh. The 'uality of its poly bags with respect to

strength and clarity keeps the customers satisfied and the competitors away. Gendors

manufacturing for high 'uality buyers H8S, *zim group apart from many more have used KS

poly bags. &t delivers with the shortest lead times due to high production capacity and self

generated power supply to back up the regular source eliminating production loss. $oly bags in

$$ = %$3 in ranges from ;.;4 mm up to ;.;: mm high transparency and clarity and durability

hanger ? hook attachments and specialized bags.

&stablishent:

&t has established in -BB5.

-1;;; sft of operational area

6 film e"truders

4 fle"or! graphic printersI prints up to 7 colors

9 high speed sealing and cutting machines

over -6;,;;; bags a day

0ork force -1;

Self sufficient power generation


(!"&(S:

To further strengthen the port folio, KS has recently brought stakes into one of the finest woven

label!producing units in the country. The set up is with a very high specification precision

'uality, e"pected out of the state of the art machines. To complement the woven label machines,

KS has its own printed label facility to make the package complete. *ll kinds of labels in

nylon, satin printed labels in satin and nylon paper center, meter and straight fold 1;; pcs per

minute.

&stablishent:

1 computerized air jet weaving machine with loom speed of :;; and beating of -;;; ppm

1 computerized rapier weaving machine with loom speed of 7;; and beating of 65; ppm

--


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*uto cutting and folding machine from 0illy, &taly

(ver 4;;,;;; average size woven labels a day

1 sets of label printing machines from /ong Kong printing in up to 6 colors


2./ &'5)4O'M&'*? ,&!(*, !'# S!+&*

%OMM)*M&'* *O %!4&

(ne of the primary goals of KS is to contribute to keep the earth clean. KS is aware of its

responsibility of caring for the environment and the importance of reducing environmental

efforts of manufacturing activities to a practical minimum.

KS is committed to a green operation and its facilities are carefully designed and operated toprevent all forms of pollution. ischarge of conventional substances from the companys

manufacturing plant is subject to stringent controls.


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7. They have a state Jof!art factory situated in 2hittagong which helps them to achieve

economies of scale that lead them to produce cost effective products.

9. They have a very strong distribution channel both in home and host country.

:. KS is continuously innovating and introducing new product into the market.

B. They have an effective and efficient inventory control system.

-;. KS has a very attractive remuneration package that keeps its employees highly

motivated and encouraged to work.

7&!'&SS&S:The major weaknesses of KS accessories are as follows

-. KS state!of!the!art factory and other operations are carried out in 2hittagong whereas

their branch office is in haka. This creates a communication gap

1. The new restructuring of the office and different departments are creating a problem.

4. %abor strikes at the factory can stop the whole process.

5. #ureaucratic organizational structure.

6. Fo clear strategic direction.

7. Fo effective cost management system.

OPPO4*-')*:The opportunities of KS group are as follows

-. 3"panding the companys product line to meet the broader range of customer needs.

1. Target sand ac'uire untapped markets with new internationally brands.

4. (pportunity to increase the e"port.

5. #angladesh government has imposed the ta"es for imported accessories. This will help

KS to serve the market than before.

6. (pportunity to e"pand the line of business.

*,4&!*S:The threads that KS accessories faced are as follows

-. Few government polices regarding foreign trade and investments are not in favor.

1. Sometimes the production cost Dmaterial costE has increased.

4. $olitical instability.

5. Garious types of &ndian and 2hinese accessories e"ist into the market with low cost and

poor 'uality.

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6. 2hanging pattern of buyer needs.

7. *rising of new and potential companies may affect the reputation of e"isting

companies.

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2.@ P4OMO*)O'!( S*4!*&

$romotion strategy of KS *ccessories consists of planning, implementing and controlling its

communications to its customers and other target audiences. The purpose of promotion in the

marketing program is to achieve managements desired communications objectives with each

customer. &t is important to recognize that word!of Jmouth communications among accessories

buyers and the communications activities of other organizations may influence KS *ccessories

target customer.

[email protected] Prootional tools used by #S !ccessories:

!dvertising:

*dvertising consists of any form of non personal communication concerning an organization,

product or idea that is paid for by a specific sponsor. The sponsor makes the payment for the

communication via one or more forms of media De.g. television, radio, magazines, newspaper

etcE

[email protected] #S !ccessories advertising

Print and broadcast ads:

The main customers of KS *ccessories are ready made garments manufacturers. Thats why,

they always provide ads in print and electronic media to attract the attention of garments owner.

"rochures and "oolets:

KS *ccessories has different types of brochures and booklets displaying the accessories

product and their 'uality and price.

Posters and leaflets:

KS *ccessories provides posters and leaflets to garment owners through merchandisers which

reflects all of the re'uired information about the product.

"illboards:

KS *ccessories has established giant billboards of their companies at different very important

and crowd areas such as >32 circle, *grabad, 2hittagong airport etc.

#isplay signs:

KS *ccessories displays their products through large TG screen established at different point of

city which demonstrates different product category of their organization.

Sybols and logos:

KS *ccessories has a distinct and good looking logo what it applies to everywhere so that a

clear cut brand image can build in the mind of customers.

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[email protected] Sales prootion

Sales promotion consists of short term incentives to encourage purchase or sales of a product or

service. 0hereas advertising offers reasons to buy a product or service, sales promotion offers

reason to buy now. KS *ccessories sales promotion consists of various promotional activities,including! fair and trade shows, gifts, e"hibits, demonstration, rebate, entertainment etc.

#S !ccessories sales prootion tools:

Saple:

KS *ccessories provide a small amount of their product to garments owner for trial whether

the 'uality and price product are well matched with foreign buyers re'uirements.

+air and *rade sho;s:

KS *ccessories always participate in different fair and trade shows such as #*T3$(,

2*$3$( etc. to attract the target customers for long run.

&>hibits and #eonstration:

KS *ccessories often arrange e"hibition of their products and they have a well organized show

room inside their factory where buyers can easily get information about the latest innovative

product.

4ebate and #iscounts:

KS *ccessories provide rebate and discount to their customers for bulk purchase and e"ceeding

certain volume of order.

2.@.$ Public 4elation:

KS *ccessories is always very concerned in building good relations with companys various

publics by obtaining favorable publicity, building up a corporate image and handling or heading

off unfavorable rumors, stories and events.

KS *ccessories maintains good public relations to promote products, people, places, ideas,

activities, organizations and even nation to foreign buyers.

Public relation tools of #S !ccessories:

Seinars:

KS *ccessories often arrange seminars with readymade garments owners, merchandisers and

foreign buyers on constantly improving 'uality of product and changing re'uirements of end

users.

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!nnual 4eport:

KS *ccessories is an &S( certified organization. Thats whyI they always prepare their annual

report very accurately and efficiently so that everyone can be informed about their operation.

%haritable #onation:

KS *ccessories provides donations to many charity organizations such as


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Personal selling effort of #S !ccessories:

Sales eeting:

KS *ccessories arrange sales meetings with merchandisers to influence the garments owners. &t

have distinct nomination of worldwide giant chain store 0all 8art, K!8art, %evis, Fike etc. So,

sales meeting enables to articulate their creativity in operation.

)ncentives Progra:

KS *ccessories provides special incentives to their loyal customers and the buyers who always

purchase bulk amount of product. They always get priority services from KS *ccessories.

Sales Presentation:

The efficient sales team of KS *ccessories represents the particulars of their various products

including 'uality, price, installment terms etc. to garments owners to persuade them for KS

product.

2.@. #irect Mareting:

irect marketing consists of direct connections with carefully targeted individual customers to

both obtain an immediate response and cultivate lasting customer relationship. KS *ccessories

also communicate directly with customers, often on one!to!one, interactive basis. #eyond brand

and image building, they usually seek a direct, immediate and measurable customer response.

#irect areting effort of #S !ccessories:

%atalogs:

The customers of KS *ccessories can easily get catalogs by log on to their website and can

directly place order for their products.+a> ail:

The customers can put their order by fa" mail and the customer care department responses

immediately to that order.

&6Mail:

KS *ccessories has a large and complete database of their customers. 3ach and every

customers of their database can easily access to their website and can place order there. Fow!a!

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days, most orders of KS *ccessories are of that type. The organization has become totally

integrated with information technology. &n near future, they will be totally automated in

receiving orders and processing that order swiftly so that communication can be very efficient.

2.@.@ #o these prootional ites help the in increasing the businessA

)The answer is may not be directly, we already know the clients and this helps our relationship to

build.

0e need to understand the trade as we are in an industrial products business Dnot consumer

productsE, in our kind of business in general the price is the most priority to get the business. The

price needs to be cheaper than other supplier and then only they will buy. Though we are

building our #rand as KS so in the long run customers will pay more, but then why

more because 0e have better service, we say what we can do, we are committed, and practices

values. These all will contribute to the brand and once we have a strong brand we can sale but

the price is needed to have cheaper price.+! Czzal %eonard #aroi, eputy 8anager, #rand =

8arketing.

2.B %-S*OM&4S 4&SPO'S)5&'&SS O+ #S 4O-P:

2ustomer responsiveness is a uni'ue strength that allows a company to achieve superior

efficiency, 'uality, innovation or customer responsiveness. 2ustomer responsiveness means

responding according to the customers need, want and demand. &t is a process of identifying and

satisfying the needs of its customers faster than its competitors. *chieving superior 'uality and

innovation is an integral part of achieving superior customer responsiveness. #esides this design,

superior service and after sales service and support are the sources of customer responsiveness. &t

re'uires company to customize goods services to the uni'ue demand.

(ne important aspect of customer responsiveness is customer response time. Time is an

important phase of customer responsiveness. or customers goods must be delivered and serviceto be performed on time. (therwise it enables the company to charge premium price and build

brand loyalty. (n the other hand slow response time is the source of customer dissatisfaction

To achieve the superior customer responsiveness a company must have a uni'ue strength that is,

distinctive competencies.

-B


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* distinctive competency can create superior value and attain a competitive advantage. * firm

with distinctive competency can differentiate its products achieve substantially lower cost than

its rivals.

&n this circumstance KS group is highly customer responsive because & have found that they

conduct a market survey relating to this internally in every four months. *fter that they analyze,

process data in proper way. Then they get feedback. rom that result the concerned authority can

understand how responsive their customers are about the KS accessories.

/owever & have got an opportunity to conduct such type of survey for this organization.. &n that

survey & have found that the customers of KS group are very satisfied about their products and

others. *ccording to customers of KS group can deliver the products in time with its own

vehicles and charge minimum price for this. #esides these products are very much innovative,

good 'uality and design. The e"ecutives of the group are very much efficient, knowledgeable

and cordial in manner. #eside this, in my 'uestionnaire there is a lot of 'uestion regarding this

issue and found the same result.

2.C.1 P!%!)':

KS accessories division has completed the audit for &S( 2ertification B;;-1;;; for their

packaging factory recently.

KS is the second among the packaging factories in the country to achieve such prestigious

certification.

KS packaging is one of the very few corrugated carton manufacturing industries in the country

to introduce automated 6! ply board making plant. *chieving &S( certification will enable to

infuse the 'uality system into the operational platform of KS group so that the entire

accessories business can become more customers friendly and cost effective. This endorses

commitment of top management toward sustainable 'uality initiatives.

(ne of the largest business groups in the country with an annual turnover of around M46;

million, the KS group has diversified business covering ready!made garments, accessories,

steel, 2< coil, te"tile, information technology, banking and insurance.

They possess a well!e'uipped production unit and assembly shop. They possess hi tech machines

and sophisticated technology. They manufacture and assemble their own components to ensure

1;


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'uality. &t has a team of highly 'ualified professionals who have a vast e"perience in their sphere

of operations.

2.C.2 PO(:

$oly is one of the accessories items of KS accessories division. The growth is increasing dayby day

0hen the local customers come to understand the opportunities of applying world!class

technologies in the KS accessories and introduce institutional arrangements that permit

individual pursuit of self interest to serve. (nce that happen the products able to grow at a rapid

rate, unless some political accident obstruct the process, until it catches up with best!practice

technology and therefore attains the living standards of the developed countries.

2.C.3 (!"&(:

%abel is one of the new innovative segments of the KS accessories division. The main

objective behind this segment is to increase the present portfolio of the organization. KS has

introduced a woven!label machine firstly in #angladesh. This machine has fetched the

organization a step ahead in the label manufacturing industries. *lready they have achieved

different kinds of label orders and e"ecute these orders very fruitfully in the home and host

country.

2.C.$ P(!S*)% ,!'&4:

KS has fully skilled to service the vendors with the most comprehensive services including

hanger manufacturing, product development and designing. They are nominated for T*2 and K!

8art hanger manufacture and supplier. They have 1: machines and capacities are 1;;K per day.

They make their own molds. They have good establishment and infrastructure for hanger

manufacturing.

2.C./ S&7)' *,4&!#:

KS was the second sewing thread manufacturing unit in #angladesh, now having more than 7

years of manufacturing e"perience. *t present it serves into the whole market with an e"cellent

'uality. &t has world class 3uropean machines for dyeing and for coning. &t delivers the product

very promptly to the ultimate customers.

1-


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+!5O4!"(&:

&. KS is providing garment accessories product at reduced price than its competitors.

&&. KS accessories are presently competing in different product categories with e"cellent

performance.

&&&. The management is highly efficient and e"perienced in their duties and

responsibilities.

&G. Their huge promotional efforts help them to serve the market than before.

G. The company has a strong proprietary and important trademark.

-'+!5O4!"(&:

&. KS largely depends on direct sales and has less contribution in advertising and

public relations.

&&. Their longer lead time and delayed delivery cause the sales decrease in last year.

&&&. %ack of proper training facilities for the employees to communicate effectively with

the customers.

&G. &nade'uate use of proper tools and techni'ues for improving productivity.

G. They concentrate more on foreign nominated chain shops and not searching

alternative domestic market.

2.11 S-&S*)O'S *O )MP4O5& *,& #S !%%&SSO4)&S:

To overcome the problems that KS is facing because of the hard competition etc the authority

can consider the following suggestions

-. Searching alternative market especially in 3uropean Cnion countries or in the other

industrially developed countries.

1. KS should try to use local raw materials produced at home to reduce the overall

production cost.4. They have to influence the government to lessen bureaucratic procedure.

5. The #>83* should pressurize government to get increased ta" holiday and other

e"port facility to enhance e"port volume.

6. The authority should try to reduce shipping problems by negotiating with the

government authority to ensure timely delivery of finished goods.

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3.1 4&%OMM&'#!*)O'S:

#ecause of the technological advancement, the business environments are constantly changing.

Fothing is fi"ed e"cept change. &n a recent meeting of #*T3$( in the /otel Sonargaon,

hakaI welcoming the new horizon in this connectionI almost all the speakers raised theirconcern.

There are a number of recommendations for the development of KS accessories. &t is e"pected

that the level of customer satisfaction of the company may be increased only if the management

takes into consideration to materialize the following suggestions

-. 2ontinuous customer contact monitoring is essential.

1. &ntegrated 8arketing 2ommunication D&82E should be used.

4. 2ustomer attraction and retention policy should be modified.

5. &dentify new area where new product is not available and no competitors e"ist.

6. The area where the competitors position is in better KS should offer attractive facilities

for the outlets and customers in that particular area.

7. 2omputerized cutting system must be implemented to avoid wastage of fabric and other

raw materials.

9. $lanning and other process of accessories industries should be more fle"ible and easy in

comparison with &ndia and $akistans process.

:. KS accessories should have to adopt online selling system

B. Hob enlargement and job enrichment techni'ues should be used to make the job more

effective.

-;. To increase the customer awareness of the group they should consider giving the

advertisements in printing and electronic media.

--. >overnment must work as facilitator of both promotion and regulation of accessories.

*ny attempt at direct involvement of government in procurement or supply of different

accessories materials can jeopardize the trade to non!returnable situation. $ast e"perience

in such effort through #*T3$( is pointer enough.

3.2 %O'%(-)#)' 4&M!4S:

*ccording to the modern marketing concept, consumers are the King and @ueen. 8arketers can

not earn profit or implement any techni'ue without satisfying the customers. (n the other hand,

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the business organizations are facing huge competition in the market. So, right marketing

techni'ue should be applied at the right time. &n this regard, the market plays a pivotal role on the

business field specially to implement a new mechanism.

*t present, no organization undertakes any fi"ed marketing policy and strategy. &t is constantly

changed with the advancement of information and technology. The automation of sales is being

implemented by KS as the pioneer in #angladesh.

KS *ccessories is a well! established and favorable group in #angladesh and worldwide. &n

around the world, garment accessories industry has huge amounts of buyers and customers. &n

fact, customer satisfaction is considered as a key valuable to attain the success of this industry. &t

was an attempt to understand the level of customer satisfaction of KS group through this study.

KS has an opportunity to enhance the level of customer satisfaction. That is why, a number of

recommendations have been stated and the management of KS can be benefited from it.

inally & confess that mistakes may take place in my report because of the various limitations. &n

the report & have presented many solutions and ways and these will be able to increase the overall

profitability and performance of the company. So at the end of my report, & can e"plicitly say

)only motivation to the employees and consumers with the proper practicing of the

recommendations and suggestions should be applied by KS accessories in the target field.+

for this the can apply the operation research, time events like $3*FT chart, value

engineering, work simplification and 'uality control circle.

G&. The company can implement the total 'uality management system for getting more

customer satisfaction, fewer defects and less waste, reduced cost, improved

productivity and environment on which 'uality has high priority.

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4eference:

-. 8r. Shameem, DSeptember!1;;:E )KS *ccessories at a glance+!pp!4

1. 8r. 3mrul and Sunil #arua,D(ctober,1;;:E+ KS $roducts vs. others about'uality+, Hournal of newspaper, pp!:4

4. KS Fews letter, D*ugust ;:E+#%((8 #CST3< $

tour report - kds

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