MGT 49

Executive Summary :
Readymade Garments Industry is the leading foreign currency earning sectors of Bangladesh.
Now-a-days Bangladesh financial sector is very much dependent upon this sector. The annual
export income of garments sector is driven from two sources one is woven garments and others
is knit wear. Readymade garments is a 100% export oriented garments. Readymade garments
exports various garments product in foreign market. The company makes shirts, ladies dress,
shorts, trousers, and others for U.S.A, U.K, Europian countries countries.
They use high tech machineries to produce a quality garments product. They also add new
machineries to increase their production line. They have a mission and the vision is profit
maximization. The merchandising philosophy of Readymade garments is to keep good relation
with their buyers.
The garments Industry maintains a good relationship with every buyer. Hard working and
commitment maintenance is their main strategy. They always try to satisfy their buyers. In this
perspective the merchandiser always try to do their merchandising activities in due time. The
merchandiser of this company is not very much skilled person. More over him has no assistant.
For this reason
Sometimes the company face problem. So, here Readymade garments can recruit high skilled
people with giving high salary.
The Readymade garments should improve their product quality, packing system, internal
environment, and other merchandising activities to satisfy their foreign buyers. This report is
prepared on “Merchandising activities and buyer satisfaction of Readymade garments. The OCP
report helps the reader to know about the merchandising activities, practiced in Readymade
garments And the buyer satisfaction level towards the merchandiser.
Introduction :
Company Background:
Since 2010, Fakir Garments Ltd. of the Fakir Group has been producing high-quality apparel,
especially for the European market. The factory in Narayanganj, Dhaka, can produce 3.6-million
pieces of clothing per year. Around 1000-workers work in 10 production lines within a suitable
work condition. The management ensures high standards and is ranked as one of the best
compliance garments factory in Bangladesh.
Mission of Fakir Group :
To be a pioneer in its sector by investing in people and technology and by producing quality
products at low cost. To ensure the highest level of customer satisfaction . To be at peace with
nature by creating and promoting the environmental awareness. To fulfill our social
responsibility. With the principle of "First Human", to be example for other companies.
Vision of Fakir Group :
To be a company at international standards which is the most reliable and manufactures the
highest quality in the Textile Weaving industry in Bangladesh. To create models in the sector
with its superior qualified team, its modern infrastructure and advanced applications, and to be
one of the contemporary institutions that are addressed as reference in its field. To be a world
brand which is respectful to the environment and human, compatible with the technology, which
is reaching power to set world standards in production and increasing the competitiveness of our
country at the international level. Since the foundation of our company, to offer all our
knowledge in time in better quality and with constantly updated technology, without
compromising quality of service and to pass on to future generations by combining our
knowledge and experience with our accumulation.
Core values of Fakir Group :
Reliability
To be reputable and honest by standing behind the promises and working ethically and legally.
Professionalism
To be aware of our responsibities, to take the necessary measures in time in order to provide the
best service in the name of responding to all the expectations and needs of internal and external
customers in the field of service by being customer-oriented.
Being Different
Business is basically not only to continue but also to bring new value-added solutions.
Innovative
By exhibiting a positive attitude to changing conditions effectively, to be flexible and have a

creative perspective.
Team Spirit
To achieve the company goals by working consistently and efficiently
Porter’s 5 Dimensions:
Fakir Group’s Porter’s Five Forces analysis includes a critical analysis of five separate forces
that shape the overall extent of competition in fashion, apparel and accessories industry.
Developed by Michael Porter (1979), five forces analysis remains as one of the most important
strategic analytical tools for competitive analysis for more than three decades.
Company Background of Golden refit garments ltd.

Established in 2002, Golden refit garments ltd is one of the best and complete state of the art
manufacturer in Bangladesh. This is a Joint Venture modern garments factory following the rules
and regulations of Bangladesh Government.
Focus Cost Leadership Strategy:
A focused cost leadership strategy requires competing based on price to target a narrow market .
A firm that follows this strategy does not necessarily charge the lowest prices in the industry.
Instead, it charges low prices relative to other firms that compete within the target market. In this
report which is Fakir Group.
Focused cost comparison Strategy:
A focused differentiation strategy requires offering unique features that fulfill the demands of a
narrow market. As with a focused low-cost strategy, narrow markets are defined in different
ways in different settings. Some firms using a focused differentiation strategy concentrate their
efforts on a particular sales channel. Which in this case is Golden refit garments ltd.
Differentiation :
Fakir Group and Golden refit garments Ltd. Have almost similar strategies but different
implementations. Both the companies concentrate heavily on technology and strive to
produce new innovative products. Golden refit focuses on local market whereas Fakir
group focuses on international market. The sales for golden refit is about 60% local and
40% export. But for Fakir Group it is 25% local and 75% export. Golden refit mainly
targets local markets like Baburhat, Islampur and other wholesale markets in
Bangladesh but Fakir group gives less attention to the local market and focuses mainly
for the mainly international market and to meet each and every export quality that is set
by the Bangladesh Government. Fakir Group advertises their product less in
Bangladesh and more in the countries that they export their product to. They also try to
attend each and every convention that is held in other countries so that they can make
their brand name recognizable in those countries. But on the other hand Golden refit
advertises only in Bangladesh so that they can make their name more recognizable in
Bangladesh. They establish their stalls in different events like the banijjo mela so that
they can make their company name more recognizable. Both of the companies use the
same pricing strategy and that is competitive pricing strategy. As the name of this
pricing strategy suggests, competitive pricing strategy refers to using competitive pricing
to using competitors pricing data as a benchmark and consciously pricing the products
below the competitors. This tactic is usually driven by the product value.

MGT 49

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Executive Summary :

Mission of Fakir Group :

Vision of Fakir Group :

Core values of Fakir Group :

By exhibiting a positive attitude to changing conditions effectively, to be flexible and have a

To achieve the company goals by working consistently and efficiently

Company Background of Golden refit garments ltd.

Focus Cost Leadership Strategy:

Focused cost comparison Strategy:

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