PRESIDENCY UNIVERSITY

Department of Business

Topic: Marketing strategies of ATS Apparel Ltd

Course code: BUS 603 Course title: Project Report

Submitted by

Name: Mir Walid Hossen

ID: 193-002-065
Major: Marketing

Supervised by

Ms. Tina Umnia Hussain

Associate Professor
Department of Business

A project report presented to the Department of Business Administration in partial

fulfillment of the requirements for the degree of Master of Business Administration.

Summer- 2021

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 Letter of Transmittal
25 August, 2021
Ms. Tina Umnia Hussain
Associate Professor
Department of Business
Presidency University, Bangladesh

Subject: Submission of Project Report on “Marketing Strategies of ATS Apparels

Limited.

Dear Sir,
I have prepared my project report on the topic of “Marketing Strategy of ATS Apparel
Ltd” under your kind supervision as a requirement of completing the degree of MBA
program. I have tried my best to prepare the report in consistence with the optimal
standard under your valuable direction.
I made every effort to reveal greater insight in this report. I hope that this will meet
the standard of your judgment.
Thanking you for your kind supervision.

Sincerely yours

Name: Mir Walid Hossen

ID: 193-002-065
Major in Marketing
Program: MBA
Presidency University

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 Acknowledgements

It was a great pleasure to prepare project report on the “Marketing Strategies of ATS
apparel Ltd”. I would like to thank and convey my gratitude to honorable Supervisor,
MS. Tina Umnia Hussain, Department of Business, Presidency University, for letting
me to prepare this report and I would also like to express my sincere appreciation to
her for his whole hearted support and guidance.
I'm additionally extraordinarily grateful to the all officers of ATS Apparel Limited,
Gazipur, Dhaka are working who have sacrificed their precious time in presenting me
essential statistics and made designated clarification which has contributed to the
planning of this record. It'll be actually injustice if I do no longer thanks to them
because without their cooperation we can't do anything.
I'm also thankful to my family for their continuous all types of supports for the
duration of the making ready document.

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 Table Of Contents
Executive Summary ………………………………………………………………………………………………………………………………. 1
Chapter-1 (Introduction) ……………………………………………………………………………………………….……………………… 2
1.0 Introduction ……………………………………………………………………………………………….………………………………….. 3
1.1 Origin ……………………………………………………………………………………………………………………………………………….. 3
1.2 Purpose …………………………………………………………………………………………………………………………………………… 3

1.3 Scope ………………………………………………………………………………………………………………………………………………. 4

1.4 Historical Background …………………………………………………………………………………………………….………… 4

1.5 Limitations …………………………………………………………………………………………………………………………………….. 4

1.6 Methodology …………………………………………………………………………………………………………….………………….. 5

1.7 Report preview …………………………………………………………………………………………………………….……………… 5

Chapter- 2 (Report Body) ……………………………………………………………………………………………………………………. 6

2.1 Industry Overview ……………………………………………………………………………………………………………………… 7

2.2 Company overview ……………………………………………………………………………………………………………………. 7

2.2.1 History of the factory …………………………………………………………………………………………………….………. 7

2.2.2 General Information About Factory ………………………………………………………………………………… 7

2.2.3 Organogram …………………………………………………………………………………………………………………………….. 8

2.2.4 Product Mix …………………………………………………………………………………………………………..…………………… 8

2.2.5 Major Buyer ……………………………………………………………………………………………………….…………………….. 9

2.2.6 Mission & Vision …………………………………………………………………………………….………………………………. 9

2.3.1 Marketing Strategy ………………………………………………………………………………………………………………. 10

2.3.1.1 Marketing Mission …………………………………………………………………………………………………………… 11

2.3.1.2 Marketing Objective ……………………………………………………………........................………….. 11

2.3.2 Marketing Demographics ……………………………………………………………………………………….………… 12

2.3.3 Geography’s ………………………………………………………………………………………………………………………….. 12

2.3.4 Market Need …………………………………………………………………………………………………………………….……. 12

2.3.5 Market Trends ……………………………………………………………………………………………………….……………… 13

2.3.6 Frequency ………………………………………………………………………………………………………………………………. 13

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 2.3.7 Competitive Marketing Strategy ……………………………………………………………………………………. 13

2.3.7.1 Competition ……………………………………………………………………………………………………………………….. 14

2.3.7.2 Major Competitions of the Industry …………………………………………………….…………………… 14

2.3.8 Target Marketing ………………………………………………………………………………………………………….……… 15

2.3.9 Positing ……………………………………………………………………………………………………………………………………… 16

2.3.10 Marketing Mix ……………………………………………………………………………………………………………………… 16

2.3.10.1 Product Personalization ……………………………………………………………………………………………… 17

2.3.10.2 Ensuring the Quality of the Products ……………………………………….…………………………… 18

2.3.10.3 Price ……………………………………………………………………………………………………………………………………. 18

2.3.10.4 Promotion ……………………………………………………………………………………………….……………………….. 19

2.3.10.5 Place …………………………………………………………………………………………………………………………………… 20

2.3.11 Market Differentiation …………………………………………………………………………………….……………….. 20

2.3.12 Market Leader Strategy …………………………………………………………………………………………………. 21

2.3.13 Market Challenger Strategy …………………………………………………………….………………………….. 22

2.3.14 Market Follower Strategy ……………………………………………………………………………………………… 24

2.3.15 Strategy for Market Nicher ……………………………………………………………………….………………….. 25

2.4 Analysis ……………………………………………………………………………………………………………………………………….. 25

2.4.1 Competitive Analysis of Three Major Competitors ………………………………….…………… 25

2.4.2 PESTLE Analysis …………………………………………………………………………………………………….…………. 26

2.4.3 SWOT Analysis ……………………………………………………………………………………………………………………. 27

Chapter-3 (Discussion of Result) ………………………………………………………………….………………………………. 31

3.1 Finding ……………………………………………………………………………………………………………………………….…………. 32

3.2 Implications ……………………………………………………………………………………………………………………………….. 33
3.3 Recommendations …………………………………………………………………………………………………………………… 34
3.4 Conclusions ………………………………………………………………………………………………………………………….……. 35
4.0 References …………………………………………………………………………………………………………………………………. 37

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 Executive Summary

The marketing department is the most vital section of the export-oriented business. It
will increase the chance of entrepreneurship improvement in the garment sector. On
the different hand, it helps unemployed humans as properly as the authorities to
dispose of unemployment trouble and additionally play a necessary function in the
monetary improvement of the country.
In my file, I tried to cowl the brief marketing activities of ATS Apparel Ltd. It
additionally consists of obligations of a trainee officer, my pastime and the issues I
confronted and some recommendation.

Through the report, I have centered on the existing advertising things to do of ATS
Apparel Ltd magnitude of their position for smooth, environment-friendly, and
advantageous advertising techniques of garment products overseas. The realistic
expertise of work I have executed from ATS Apparel Ltd has furnished me the base
of my investigation. A lot of troubles are scattered all over in the marketing manner of
garment merchandise to unique countries. As a officer in the ATS Apparel Ltd I have
located the problems, which it is going through in, it’s all over the marketing process.
As a clean achiever of expertise, I have tried to look at the troubles of export garment
merchandise from its floor to the backside and tried to discover out the feasible
solutions.

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1.0 Introduction
The piece of clothing industry is by a wide margin the nation's most significant
maker, procuring around $5 billion yearly and representing around 66% everything
being equal. Today the clothing send out segment is a multi-billion-dollar assembling
and fare industry in the nation. The general effect of the readymade article of clothing
sends out is absolutely one of the most noteworthy social and financial
advancements in contemporary Bangladesh. With more than one and more than 10
million specialists utilized in semi-gifted and talented occupations creating dress for
trades, the improvement of the clothing send out industry has had sweeping
ramifications for the general public and economy of Bangladesh. Bangladesh has
around 4,500 piece of clothing processing plants with up to 10 million vocations
subject to it straightforwardly or in a roundabout way. Around 80 percent of piece of
clothing laborers are ladies. The Ready Made Garments area has more potential
than some other segment to add to the decrease of destitution. The entire technique
is emphatically related with the pattern of movement of creation. It has been
uncovers that the inclination of low work charges is the key explanation behind the
exchange of piece of clothing fabricating in Bangladesh. Bangladesh Garment Sector
and Global Chain the reason for this exchange can be explained by the
compensation structure in the article of clothing industry everywhere throughout the
world. Attire work charge every hour (wages and incidental advantages, US$) in USA
is 10.12 yet it is just 0.30 in Bangladesh. The huge accomplishment of readymade
piece of clothing sends out from Bangladesh in the course of the most recent two
decades has outperformed the most idealistic desires.

1.1 Origin
As a part of our MBA program, I have to accomplish my project report from an
organization. And in this process, I have to contain all most all things to do
associated with marketing. This agency have two sections and I’m concerned about
the garments section. The report mainly concentrates on the processing system of
buyers order on garments cloth in ATS Apparel Ltd.

1.2 Purpose
The main purpose of this study was to determine the marketing strategies of ATS
Apparel Ltd and to find the impact of those strategies on their product, services and
process.

Specific purpose:
 To focus on overall operations with profile of ATS Apparel Ltd.
 To describe the marketing strategies taken by the organization;
 To explain the marketing mix strategies of ATS Apparel Ltd.
 To identify the problem & limitations of marketing strategies of the firm;

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  To suggest recommendations to overcome the problems.

1.3 Scope
For conducting this study an overall knowledge of the total garments system will
necessary because the departments are linked with each other due to some partial
proceeding. The scope of the organization part covers the organization structure,
background, objective, function, departmentalization and business performance as a
whole. This report mainly emphasizes in An Analysis of Marketing strategic for ATS
Apparel Ltd. However , the report also cover brief overview of ATS Apparel ltd, its
products, services, operating activities, financial position and performance analysis.

1.4 Historical background

The readymade garments industry acts as a catalyst for the development of
Bangladesh. The "Made in Bangladesh" tag has also brought glory for the country,
making it a prestigious brand across the globe. Bangladesh, which was once termed
by cynics a "bottomless basket" has now become a "basket full of wonders." The
country with its limited resources has been maintaining 6% annual average GDP
growth rate and has brought about remarkable social and human development.
After the independence in 1971, Bangladesh was one of poorest countries in the
world. No major industries were developed in Bangladesh, when it was known as
East Pakistan, due to discriminatory attitude and policies of the government of the
then West Pakistan. So, rebuilding the war-ravaged country with limited resources
appeared to be the biggest challenge.
The industry that has been making crucial contribution to rebuilding the country and
its economy is none other than the readymade garment (RMG) industry which is now
the single biggest export earner for Bangladesh. The sector accounts for 83% of total
export earnings of the country.
When our only major export earner "the jute industry" started losing its golden days,
it is the RMG sector that replaced it, and then, to overtake it.

1.5 Limitations
The report has been prepared by the feedback of company employees and
information which collected by the marketing department. Marketing department is
very confidential about their terms and condition. They never discussed their private
information. Because, every organization has their own business secret, rules &
system. Another problem was limited time for this study. Though it was three months
long program but not enough time to get full knowledge of the marketing department.
Although there were many limitations but I have tried my best and I give my best
effort to furnish this report successfully.

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1.6 Methodology
The type of method used in this document is specifically descriptive in nature. To
meet the goals of the document, I found out that a single method may additionally not
be effective. The property of statistics or records for this particular document are
each number one and secondary supply.

Primary Data: Primary sources of data were:

 Face to face communication with the personnel.
 Direct observation.
 Discussion with officials.
Secondary Data: Secondary sources of data were:
 Respectable website of the ATS apparel confined.
 Business enterprise Profile of ATS Apparel confined.

1.7 Report preview:

Business line of this company in manufacturing and marketing of high quality
garments, which have large, yet share in textile sector in Bangladesh. If the A.T.S
apparel Ltd. wants to complete with world class textile industries, they must have
analyzed about marketing distribution channel, price margin maintains by them and
the promotional activities given to traders etc. In order to know the current marketing
management system of these companies they must have to do market research.
The key distinction between marketing resources and capabilities is that resources
are inputs such as capital equipment, skills of employees, patents, finance, brand
names, etc. Thus, any marketing strategy cannot be successful without the
appropriate considerations of marketing assets and capabilities. Furthermore, since
marketing strategies are the core activity in competitive advantage, marketing assets
and capabilities to marketing strategy should be perceived as key strategic issues in
a company. And because the marketing assets and capabilities constitute the
companies resource, marketing strategies can be better understood from the inside
out perspectives, from resource based view. And marketing strategy should be
viewed in an integrated process of formulation and implementation. This implies that
the process of creating, delivering, and communicating customers values should be
professionally executed through effective use of the marketing mix. Finally, the link
between marketing strategy and firm performance is presented. And the argument in
strategy performance alignment holds that the contribution of marketing strategy to a
firm performance can be measured with financial and non financial measurers but
the later is more appropriate.

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2.1 Industry Overview
The garment industry of Bangladesh has been the key export division and a main
source of foreign exchange for the last 25 years. At present, the country generates
about $5 billion worth of products each year by exporting garment. The industry
provides employment to about 3 million workers of whom 90% are women. Two non-
market elements have performed a vital function in confirming the garment industry's
continual success; these elements are (a) quotas under Multi- Fiber Arrangement1
(MFA) in the North American market and (b) special market entry to European
markets. The whole procedure is strongly related with the trend of relocation of
production.

2.2 Company Overview:

ATS apparels Ltd is one of the leading textile products manufacturing companies in
Bangladesh. The company is managed by a group of dynamic professionals,
working proactively in a challenging environment. ATS is committed to providing
excellent services to its clients. It is dedicated to focus on quality in order to excel in
its performance.
Where buyers will fell real comfort to use the facility for their products. The company
is having well experienced and highly professional staffs and workforce, who are in
process of ATS apparels.

2.2.1 History of the factory

ATS Apparels situated at gazipur, Dhaka, Bangladesh. It is established in August
2005 with a synopsis to established a best woven & knit bottom & top garments
factory. In 2005 Al-Haj Abu Taher Sawdager established ATS Apparel ltd. And
director of ATS apparel is Mohammed Yousuf.

2.2.2 General information about factory:

A.T.S apparels limited is committed to maintain a code of conduct in its work place.
A.T.S apparels limited has sought to ensure that, very good working conditions with
meaningful job and providing all customer with high quality of products. It’s goal to
create and encourage the creation of model facilities. That not only provide good job
a fair rates of pay, but also improve the workers health and safety environment,
working hours etc. We are in process of attaining ISO 9001:2000. We already
achieved WRAP certificates. We respect ethical and social value of workforce and
determined to provide better possible work environment, welfare and safety. We
want to be trust worthy to our buyers for quality, commitment, & social ethics.

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2.2.3 Organogram:

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2.2.4 Product mix:

In A.T.S Apparels Limited most of products are made. Such as,

(a) Polo hood

(b) Polo long and short sleeve
(c) Ladies top
(d) Cargo short pant
(e) Denim long pant

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 (f) Skirt
(g) Child top & bottom
(h) Shirt
(i) Long Pant
(j) Legging
(k) T-Shirt

2.2.5 Major Buyer:

Figures 01: Buyers company logo

2.2.6 Mission &Vision:

Mission:
A.T.S realizes the need to stake out a competitive segment in the changing
global market of today through technological excellence and human expertise.
A.T.S is committed to transpose its local success to the world scene.

Vision:
To establish as a one stop source for the Global Apparel market and to satisfy
and meet customer's expectation by developing and providing products and
services on time, which offer value in terms of Quality, Price, Safety &
Environmental impact.

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  Assuring complete compliance with the international quality standards and
also providing the employees internationally acceptable working condition and
standards.
 To promote the development and to use human talent & equal opportunity of
employment

A.T.S apparel limited procure the most advanced & sophisticated technology suitable
for producing desired product and attain highest level of competence through
continuous development of the professional management system and to ensure
complete transparency in an aspect of business.

2.3.1 Marketing strategy:

Marketing strategy is an essential process for gaining competitive advantage,
requiring the active participation of all major business function in the organization.
Marketing strategy is an ongoing process of making decision, implementing them
and measuring their effectiveness overtime.
Marketing strategy consist of the analysis data, strategy development and
implementation actives in various side. Developing is a vision about the market of
interest to the organization, selecting market target strategies, setting objectives,
developing, implementing and managing the marketing program positioning
strategies designed to meet the value requirements of the customers in each market
target. The marketing strategy will be to develop brand equity, increase customer
awareness of A.T.S apparel limited and build the customer base. The strategy will
use several different methods to achieve these goals.
The marketing Strategy of A.T.S apparel limited is to improve Customer Service,
reduce cost and improve productivity.

Fig 02: Marketing Strategy

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2.3.1.1 Marketing Missions
The mission of A.T.S apparel limited is to provide top-quality Garments product and
detail service for luxury Garments product in the world, A.T.S apparel limited will
work to keep employees satisfied in order to maintain impeccable customer service.
A.T.S apparel limited will become the acknowledge leader in Garments industry to
provide quality products into reachable price. Leadership will be achieved by
establishing the industry standards of excellence for quality of service and by
maintaining the board loyalty relative to our service commitment.

2.3.1.2 Marketing Objective:

 Increasing repeat customers by providing various promotions to the customer.
 Steadily increase market share every year.
 Develop brand awareness and acceptable, qualified by a decrease in
customer acquisition costs.
 To create and continuous upgrading the loyalty of the clients and their
recommendation of our people through: quality products and good advice,
dependable service and delivery and efficient marketing effort.
 To establish a strong and distinguished corporate portfolio and image by
retaining the tradition of the world's greatest product line up.
 To continuous upgrading, monitoring and evaluating of total quality
management (TQM) approach to all marketing and distribution system by
making dynamic, honest and industrious showroom and dealer personnel, an
integrated part of the family.
 To reach the pinnacle of the market in Brand category combined with
customer segmentation and strengthen our position there.
 Develop an integrated human resource policy and implement its consistent
use through the organizational training, authority commensurate with
responsibility and recognition for performance.
 To ensure that every member of the management team will be a person of top
capability.
 Introduce methods to plan for the provision of required caliber and quantity if
staff.
 Assist the organization in becoming more customers aware and responsive in
changing needs of external marketing environment.
 Define and encourage implementation of an improved communications culture
throughout the organization.
 Faster a leadership style throughout the organization which encourage the
respect for individuals, teamwork and close identification with customers.

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2.3.2 Marketing Demographics:
Market demographic refers some essential factors of the company such as customer
of the companies, companies target market area's customer. Mainly those customers
who is purchasing A.T.S apparel limited Bangladesh and it using. Organization
should cautions about their customer that how they can sale their product to the
customer.
A.T.S apparel limited already has product many different kind of product for creating
superior customer value to accomplishment of organizational goal. Buyer of the
product is fully satisfied to use it. A.T.S apparel limited is hardly belief that within
short time they will make themselves as a market leader all over the country and
should try to expose their business in globally.

Figure 03: Marketing demographics

2.3.3 Geographic's
 The immediate geographic target is the foreign market in the world.
 The A.T.S apparel limited have selected a reach customer target arena
in the country.
 The total targeted population is just 7 countries buyer 1200 business
customer.

2.3.4 Market Need

A.T.S apparel limited is providing the market with a premium of electrical product
service for the East Meadow community. A.T.S apparel limited seeks to fulfill the
following benefits that are important to the customers.

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• Exemplary customer’s services: The target customers have money and are used to
having excellent customer’s services. They will not regularly use A.T.S apparel
limited product unless they receive excellent service.
• High Quality Products: The target value of higher quality services for their upper end
product.
• Convenience: The hours of operation as well as the time needed to provide the
service must be convenient and respectively, to gain market share.

2.3.5 Market Trends

This was used to find out the extent of growth in the number of firms and the volume
of exports of the woven industries in the post MFA era. The trend was created using
the data of the garments growth of the first quarter of the year 2008.

2.3.6 Frequency
Frequency tables are used quite a number of times in this report, e.g. to identify
reasons behind the growth of individual firms. It allows the reader to easily
understand the rate of recurrence of a particular option. Using this technique we
were able to identify the reason most likely to have affected the growth for the
owners employees.

2.3.7 Competitive marketing strategy

Marketing strategy is a long-term, forward-looking approach to planning with the
fundamental goal of achieving a sustainable competitive advantage. They can attack
the leader and other competitors in an aggressive bid for future market share as
market challengers or they can choose to not rock the boat as market followers.
Competitive strategies have four stages and those are:
Market- Leader Strategies
Market - Challenger Strategies
Market- Follower Strategies
Market- Nicer Strategies.

The organization primarily follows the approaches of the sales challenger. Marketing
strategies have different ways of capturing the market.
Strategies, objective and opponents: A market challenger must first define its strategies
objective, usually, to increase market share. The challenger must decide whom to
attack.

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It cannot attack the market leader: A.T.S Apparel Limited will not attack the leader of the
market. This is the high risk of attacking the leader of the market. The company
needs huge investment to target the market leader it is not capable of as well as
lower the product price, increasing the channel network's distribution activities and
invest a lot in the advertising. A.T.S apparel limited. competitor is Beximco Textile
Limited is the market leader in the textile industry. The financial condition, distribution
channels and technical expertise of Beximco Textile Limited Company is far more
than A.T.S apparel limited. But targeting the market leader would be incorrect tactics,
and this business is not doing this.
It can attack firms its own Size: A.T.S apparel limited is using this strategy to sustain the
competitive market. The company is trying to figure out the difference between the
rivals and the clients of the business. This company's main competitor is Minima
Textile, Haque Textiles Ltd, Inception Textile, Rahima Textile. After figuring out the
difference this company offers less than competitor various kinds of products and
trying to satisfy customers. This company is attempting to capture the competitor
market in this way.
It can attack small local regional firms: A.T.S apparel limited is also attacking the smalls
companies, small businesses that are supplying their products on the local market.
These companies manufacture good quality textile products and traditionally
manufacture this product. So the level of production is poor, so this company took
from the small firms the higher purchasing customers.

2.3.7.1 Competition
There is many other garments product company existing in the country. It is quite
maturity stage and trying to compete with garments product by offering low prices.
However, it is not targeting the customer who seek quality service Garments product.
The customers who A.T.S apparel limited is targeting have their product based on
the quality of the job. They do not mind each week to have their Garments product
and waxed in order to keep the point working excellent shape. The businesses that
The A.T.S apparel limited targets will be more cost conscious, so prices will be
approximately 15% less fore these customers to promote volume usage.

2.3.7.2 Major competitors of the industry

The companies who are performing well and have maximum market share of the
industry are as follows:
a) Nassa Group of companies
b) Standard Garments Ltd.
c) Mam Garments Ltd.
d) Dolphin Garments Ltd.
e) Desh Garments Ltd.
f) Murad Apparel Ltd.

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 g) Shirin Apparel Ltd.
h) Palmal Garments Ltd.
i) Khalil Garments Ltd.
j) KDS Garments Ltd.

2.3.8 Target Marketing

A.T.S apparel limited segments its customers by types of variety garments product
ownership. A.T.S believes that the types of garments product that a person owns say
volumes about their driving, and therefore their garments product service and
detailing requirements.
New Buyer: Buyer of newer garments product most likely to use garments. These
owners take great pride in their garments product and will bring them often to the
resurge and detail service. The goal with these customers is to promote regard use
of the wash and detail service. The aim is to inform these customers that it will keep
their garments looking as it did the day they drove it off the lot.
New Business Buyer: These people have either owned their low-amount polo shirt for
fulfillment of their need or are unable to afford the expense of a high-amount garment
product but want the feel of relaxed quantity. Both of this group wants to keep their
garment in the best shape possible. These who have bought garments product will
often spend in their garment and will place high importance on keeping their
garments product looking good. This owner will bring their garments product in for
regular service and occasion details.
Middle Classes Business: These people are often sultry or middle-classes business
men and will regard the look of their garments product as important, they will also
pride themselves on the look of their garments product and will have their garments
product resurge service (at least) half an year. These drivers will have an occasion
detail, but will keep their garments product so active the detail will not be necessary
very often.
Lifetime owners: Many of these people have owned their garments product for more
than five or six year, and are more likely to be less income business people. They are
attached to their garments product as best alternative and though it may be more
sensible for them to purchase an new garments product, they like their T-shirt, polo
shirt, long sleeve, short sleeves to look strong. And want to keep it in good shape but
are not tied up in the look of their garments product. For this reason, they will not
have detail carried out on their garments product unless they are selling it.

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 Figure 4: Target Marketing

2.3.9 Positioning
All marketing strategy is built on STP Segmentation, Targeting, and Positioning. A
company discovers different needs and groups in the marketplace, targets those
needs and groups that it can satisfy in the super way, and then positioning its offering
so that the target market recognizes the company's distinctive offering and image.
A.T.S apparel limited seeks to position themselves as the premier T-shirt service
provider in the urban area. This positioning will be achieved by leveraging their
competitive edge.
A.T.S apparel limited competitive edge will be any where in the country and the
quality of the buyer address in the country. As mentioned, the people has been in the
garments product business for over 25 years, and has an excellent reputation and a
myriad of both business and personal contacts. In addition, Mark has put great deal
of emphasis on creating a system that is both fast and effective, which will keep
costs, in terms of time spent per garments product to a minimum.

2.3.10 Marketing Mix :

A.T.S apparel limited marketing mix is comprised of the following approaches to
pricing, distribution, advertising and promotion, and service.
On the other hand we know marketing mix is a combination of four elements:-
1) Product
2) Incentive
3) Distribution
4) Communication
The following term will make it clear.

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Product Mix
 Product Line Range
 Design concept
 Color Appeal
 Style Intention
 Package Proposal
 Brand Name
 Price Structure
 Service Function
 Warranty Offer

Distribution Mix:
 Physical Distribution
 Supplies
 Stock
 Handling
 Storage
 Transportation
 Warehousing

Communication Mix
 Advertising
 Sales Categories
 Field Sales Force
 Public Relation
 Merchandising
 Telephone Sales Force

Incentive Mix:
 Money off (Cash Discount)
 Competition
 Sales Promotion

2.3.10.1 Product personalization

Definition of quality is different person to person, as the obligation for one customer
is to manufacture bodysuits. The fabric is the same, but the quality is different. A.T.S
Apparel Limited is capable of producing both product qualities. Mainly the company
totally produces their product according to their customer demand as they want it
also can be the involvements of raw material along to the final product. But also

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A.T.S Apparel Limited has some basic products line which they show at the primary
stage to check the buyer the quality and which covered their showroom.

2.3.10.2 Ensure the quality of the products

A.T.S Apparel Limited has modern machinery and technology to produce products.
This company believes that quality is the last word in the business. This reflects the
loyalty and also answered of the question why they are best. This company export
their product in various countries so it’s very important to ensure the products quality.
A.T.S Apparel Limited monitor the overall process while the product produced and
the quality also check both by the quality manager and on digitalize machine to
ensure the actual quality buyer want. The company tries their best to keep their
100% promise which they committed with the buyer.

Figure 5: Ensuring the quality of products

2.3.10.3 Price
Price is another influencing factor of the marketing mix. Sometime price play an
important role in a market. Such as a firm offer reasonable price to better quality
products so customers like to purchase this company products. A.T.S Apparel
Limited use different kind of pricing strategies to sustain the market.
Customer buying pattern: Buying pattern varies to every customer. Some customers
are middle range some are high range according to their demand. It is very easy to
calculate when a company produces product in bulk, the cost of production time has
been minimized. The result is that A.T.S Apparel Limited could deliver a low price to
the consumer. This type of pricing strategy is known as pricing the product package.
Discount rate: The discount cost is the first pricing strategy. A.T.S Apparel Limited
meets this value primarily. Such as one customer purchases 5000 pieces of twin
cloth so that when A.T.S Apparel Limited offers the purchaser that the purchaser has
to pay the bill within 60 days but the purchaser pays the bill within 20 days so that the
customer receives a 5 percent discount on the payment. If anyone buys the product
with full payment in that case the company offered 10% discount. A.T.S Apparel
Limited also offer facilities to the buyer that they can paid the money after sell but it is

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only applicable for the small type buyer who continues their business in Dhaka. For
the first timer have dinner offer at 5 star hotel and foreign holiday tour for 5 best
buyers in a calendar year.
Reasonable price with better quality products: A.T.S Apparel Limited to retain in the
competitive market offered the customer reasonable price with better quality service.
This company is comparing their cost to rival firms and selling their goods. As a
result, wherever customers find virtually the same cost as the company does not
sacrifice the value of their service. As before we mentioned that the company is on
Tongi, Gazipur. All of the infrastructure along with land machineries’ and others are
owned by the company and the most turning points is the expertise of the labor made
the product cost effective. In the early time the owner of the company was the leader
of labor of a textile company and he was well known about the labor who are best
and the company pick them.

2.3.10.4 Promotion
Promotion is another compilation of marketing strategies used to convince or
reassure target audiences of a product, service, brand or issue's relative merits. To
reach their customers, A.T.S Apparel Limited uses various marketing strategies. The
main objective of promotional activities is to provide the customer with awareness of
the product or service. What kind of promotional strategies does the Company follow
which are given bellow:

Personal selling: Personal selling refers that when someone sell his product directly to
the customers. It also called person to person selling. The organization has a group
that knocked customers door to door and concerned about the quality of the goods.
Members of the sales team use catalogues, sample of products to provide the
customer with the knowledge. The sales team needs to understand the need of the
consumer, what a customer wants. The sales team of 10 people works throughout
the industry, each marketing representative has a goal in each month.
Maintaining relationship with the customers: This term is mostly important if you want to
survive in the market obviously you have to maintain a good relationship with the
customer. And for that A.T.S Apparel Limited offer dinner parties, offered complain
box if any problem occurs you can easily drop your letter, they also send various gift
during various festivals.

Promotional tools of A.T.S Apparel Limited

This company offers all kinds of tools to promote their products; this company is a gift
to them. The marketing team will mainly connect directly with the customer, but they
will receive the order over the phone or via email for a while.

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The sales team not only visits in customers firm they also visit different kind of
events, in the last trade show they took participate. Where they meet different kind of
customers, suppliers, manufactures so on. The sales team introduces their product
to different customers. But they give priority to the loyal and those customers
according to buying scale. The company made T-Shirt for the street boys and girls,
distribute on different occasion. Others ways are:

1. Online advertisement: The Company provides online advertisement like

pop up ads, banner ads on internet.
2. YouTube and social media marketing: The company run a YouTube
channel for promote their business along with a Facebook page. Luckily both have
around 5 million subscribers.
3. E- Mail marketing: They send mail to the customers for promotion.
4. Billboard and banners: The Company has around 5200 banners and
billboards over the country which helps to promote them.

2.3.10.5 Place
A.T.S Apparel Limited uses a variety of distribution channels to provide customers
with their product. This company is a distributor that sells its product to third parties.
The third party markets its goods to the distributors and the distributor sells the
product to the end customers. Foreign buyers are another distribution channel,
although this group cannot sell their product directly, but they supply their product
through third parties and the third party supply the company. In this way, only loyal
customers buy their product, the loyal customer knows about this business and trust
the company in such a way that it offends them. Company invites in this party old and
new customers, thus maintaining strong customer relationships.

2.3.11 Market differentiation

A.T.S Apparel Limited differentiated the market in various kinds of ways which is
given below:

On time delivery: The company offers a variety of services to distinguish the market,
the first deal is to produce the goods on time, and this company manly produces the
products to supply the consumers with the items. Then those customers are doing
their final work like slicing, spinning, wrapping, etc.
After sales service: A.T.S Apparel Limited provides the consumer with after-sales
service. If after sales some problem occurred, the company took steps to solve the
problem. The company is trying to figure out how this problem occurred and who is
responsible for it if A.T.S Apparel Limited is responsible for the problem, so you have

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taken some steps such as providing the payment and recalling the whole fabric they
sell to the company.
Use modern technology and machine: A.T.S Apparel Limited produces goods using
modern technology and machinery. In the factory there are different types of machine
available, these machines are modern for material production.

2.3.12 Market leader strategy:

Market leadership is the position of a company with the largest market share or
highest profitability margin in a given market for goods and services. Market share
may be measured by either the volume of goods sold or the value of those goods.
We look at some strategies which are common for every market leader. Such as:

a) Covering the market globally and locally: If you have a business which has
numerous competitors, it is important that you look at market expansion along
with localization. Don’t stay back from the global market, but more importantly,
while serving the global market, do not forget your home ground. The simple
supporting statistic for this statement is that each and every developing
country, after exploring the global markets, is now looking at their own rural
markets which will provide the maximum growth opportunities.
b) Expand smartly: Expanding just for the sake of growth can become disastrous.
All strategists know that keeping an eye on the cash flow of the business is the
most important thing for the growth of the organization. If your working capital
is being used for expansion, this will affect even the business units which are
actually showing growth thereby causing you to cut back on essential plans.
c) Control costs: Look closely at the accounts of any good company and you will
find ways being implemented to manage costs. There is one basic equation
for profits. Income less Expenses is equal to profit. Thus if you cut down your
costs, your expenses automatically come down thereby increasing the overall
profit.
d) Implement good marketing plans: The crux of beating your competitors is to have
your own unique position in the mind of the consumers. This position should
be highly attractive and profitable. Only then you will gain advantages over
time.
e) Focus on your customers: Several companies, while making profits, forget that
the prime reason they are still working is because the customers like their
products. The day a company forgets this principal, it is bound to fail.

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2.3.13 Market challenger strategy
Market Challenger Strategies are the company's marketing strategies, either in the
third or runners-up position on the market, to attack the leader or the initial
competitor with the intention of capturing a larger market share and earning huge.
The business competitors are usually those companies that have a good market
credibility and a strong financial position. Such businesses are approaching the
market leader and rival at the same rate with the goal of reaching the first market
position or becoming a leader in the industry.
Business challenger strategy the following are general business-led attack
techniques:
a) Frontal attack
b) Flank attack
c) Encirclement attack
d) Bypass attack
e) Guerrilla attack
A.T.S apparel limited does not follow all the strategies. Because the entire strategies
not suitable for A.T.S apparel limited.

Figure 6: Market challenger strategy

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a) Frontal attack: The attacker matches the product, advertising, price and
distribution of his opponent in the pure frontal attack. This organization is not
going to attack in this approach. A firm needs a huge amount of investment in
this strategy, focusing on the same product line, price, promotion of intensive
advertising as well as the development of new products. So A.T.S apparel
limited these strategies don't fit company.
b) Flank attack: A flanking strategy is another name for identifying shifts that are
causing gaps to develop, and then rushing to fill the gaps. The company finds
a way; the first difference is the cost of the goods. Product price bid to
consumers from the rival. Therefore, A.T.S apparel limited business attempts
to reduce the cost of products, so that the company buys raw materials on
cash so that the company gets discount rate from the vendors, as a result the
final product value has risen and they can sell consumers at a lower price than
rivals. The second difference is the consumer value. Sometimes a few
suppliers are unable to guarantee the value of the goods. These competitors
are therefore unable to keep those customers. So A.T.S apparel limited main
goal is to provide the customers with quality products as a result they can
keep the customers and target those customers who are not satisfied with the
competitors.
c) Encirclement attack: Encirclement attempts to capture a broad slice of territory
by launching on several fronts a grand offensive. When the challenger
demands higher wealth, it makes sense. This company provides the
distributor with a higher incentive to sell their products. Due to the higher
opportunity than the other rivals, retailers want to sell these business goods
more on the market.
d) Bypass attack: Bypassing the enemy entirely give three lines of approach to
target easier markets. Textile products from Bangladesh are popular in
European countries. A.T.S apparel limited main rivals and other textile firms
concentrate on this regional market, at this stage this company is trying to
focus on new geographic market. The best option for attracting new
consumers is Native America. To sustain in the market, this company brings
some differentiation. Such as this company produces only shirt and pant
fabric, they plan to introduce sports fabric now. The demand for sports fabric
in the local market is so strong, so we plan to produce these types of products.
The nearest competitors of this company are not listed in this field.
e) Guerrilla marketing: Guerrilla attacks consist of limited, sporadic, conversional
and unorthodox assaults, including selective price reductions, aggressive
advertising blitzes and occasional legal action to threaten the adversary and
eventually secure permanent footholds. The business does not pursue these
strategic tactics.

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2.3.14 Market follower strategy
The firms prefer to follow leader rather than to challenge are called the followers.
They do not face the leader directly. Some followers are capable to challenge but
they prefer to follow. However, markets followers always react strongly in case of any
loss. They have following strategic options:

a) Counterfeiter or fraudster: It is a simple way to follow the leader. The follower

who wants to be counterfeiter duplicates the leader’s product as well as
package and sells it in the market through disrepute distributors. Products are
marketed secretly to avoid legal complications.
b) Cloner or emulator: The clones (emulates) the leader’s products, distribution,
advertising and other aspects. Here, product and packaging may be identical
that of leader, but brand name is slightly different.
c) Imitator: Some followers prefer to imitate/copy some aspects from the leader,
but maintain differentiation in terms of packaging, advertising, sales
promotion, distribution, pricing, services, and so forth. Customers can easily
distinguish imitated product from original one.
d) Adaptor: Some followers prefer to adapt the leader’s products and improve
them. They make necessary changes/improvements in the original products
and develop little different products. The adapter may choose to sell the
products in different markets (country or area) to avoid direct confrontation
with the leader.

Figure 7: Market follower strategy

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2.3.15 Strategy for market nicer
A niche is a more narrowly defined small market (limited number of buyers) whose
needs are not being well-served by existing sellers. It is a small segment that has
distinctive needs and is, mostly, ready to pay high price. Marketers can identify
niches by dividing a segment into sub-segments or by dividing a group with a
distinctive set of traits.
Specialization is the basic idea to serve niches. Nichers can apply specialization on
various aspects. They can practice one or more of following marketing strategies:

a) End-user specialist: It is very popular and widely used option to serve niches.
The firm prefers to operate one-type of end-use customers.
b) Vertical level specialist: The firm can specialize at vertical level of production or
distribution
c) Customer size specialist: The firm can sell products only to small, medium, or
large size customers. For example, a firm can supply one or two components
only to large companies.

2.4 Analysis:
In marketing strategy there are many way to analysis it. Here competitive analysis of
major competitor and Pestle analysis and SWOT analysis be discuses. There are
most important part to analysis marketing strategy.

2.4.1 Competitive analysis of three major competitors:

Table 01: Competitive analysis
Area of M/S. Van Happen Good day Voyager
difference Fashion apparels Ltd. apparels Ltd. A.T.S Apparel
Ltd
Manufacturing Ltd.
Year of
1995 1993 2002 2005
establishment
They don’t They have
They have their They don’t
Washing plant, have any their own
own washing have any
embroidery washing washing
plant but not any washing
and printing plant,
printing and plant, printing
factory plant, printing
embroidery printing or and
or embroidery
factory embroidery embroidery
factory
factory factory
Production 150000 pieces 200000 pieces 220000 240000
capacity per month(woven) of pieces pieces

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 shirt/trousers of shirt per of shirt per
per month month month
35900 square feet
33000 square 34000 square 74400 square
Floor space with emergency
feet feet feet
stairs
Total number
661 372 447 1500
of machines
UK, France,
Sweden,
Netherland,
Europe, USA Europe, USA Denmark,
Major markets Germany, France, Holland,
USA Spain,
Germany,
USA
Number of 725(Male & Male 240, Male 230,
employees female)employees Female 570 Total 2000
Female 560
Total 800 Total 800

2.4.2 PESTLE Analysis:

Pestle is a tool which is used to analysis and monitor Macro Environmental factors
which have impact on an organizational performance.

Figure 8: PESTLE Analysis

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Political: Political factor is instable in our country. Conflict between the political
parties, inefficiency of local administration in conducting a legal and transparent
election, corruption in the government levels etc are big problems. Trade restriction
are now decreasing day by day. Which is a good news for overall RMG sector. But
tax are now increasing day by day. It is a big problem now .Because of increasing
taxes -products, raw materials, transportations, custom, etc cost are increasing day
by day. So A.T.S Apparel ltd suffering for these also.
Economical: A.T.S Apparel ltd is the largest denim exporter company in America from
Bangladesh. They also export highest denim product from Bangladesh to USA in this
Covid- 19 . A.T.S Apparel ltd also pay taxes. So, overall A.T.S Apparel ltd playing a
good role in the growth of our economy.
Social: A.T.S Apparel ltd doing many social works. They assure and working for their
workers safety. They have child care facility inside of factory area. They donate
money for social development.
Technological: A.T.S Apparel ltd is innovative and advanced technology based denim
factory. They using direct sunlight to do work in day it save huge amount of
electricity. They have latest cutting machine. They first imported advanced washing
machine form Italy. Now, they using advanced technology to wash and design like,
E-flow (spray chemical wash), potash replace etc.
Environmental: A.T.S Apparel ltd is environment friendly factory. They always planting
tree. It is certified Green factory. It is also lead, ETP certified factory. A.T.S Apparel
ltd recycle their waste fabric . A.T.S Apparel ltd also recycle their water.
Legal: A.T.S Apparel ltd always care about health and safety of every workers &
employee. They have own medical team inside of the factory. They have own
required Fire extinguisher in everywhere of the company. They always obey labor
law. A.T.S Apparel ltd always gives equal opportunity to men & women. They always
maintain product safety and product standards. Child workers are prohibited there.
They strictly maintain this issue. A.T.S Apparel ltd is not doing any illegal or
prohibited activity for their own interest.

2.4.3 SWOT Analysis:

The SWOT evaluation having recognized the company’s inner power and weak spot
as nicely as exterior possibilities and threats. It can strengthen a new characteristic
enterprise of company techniques to confederate these changes. SWOT evaluation
has proven in the bellow:

Strength:
Quality is the vitality of the association by the method of the utilization of it an
undertaking may moreover get the forceful advantage A.T.S Apparel ltd. This is an
appropriately presumed association in the material businesses of the nation. It is

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huge resources, sizeable market; fundamental market work has made an image and
job in the texture ventures.
Here the current power of the business is noted as cry:
a) Skilled workforce: From its starting A.T.S Apparel ltd appears into the mixture of
effectiveness and effectively related to its objectives. As a result inside a few
days, it obtained greater regard from its buyers.
b) Market Reputation: A.T.S Apparel ltd is one of the important mills in Bangladesh
it is why they have little bit recognition in the overseas market and have had
faith from investors.
c) Collaboration with suppliers: To grant greater cost in their price transport method
A.T.S Apparel ltd has constructed a long-term relationship with some ready
suppliers. This collaboration makes this corporation sincere to its dedication to
fantastic and scheduled transport to its buyers.
d) Permanent Buyers: For its reputation' of dedicated agency, it has constructed
an advertising community with some distinguished buyers. These consumers
are now not without difficulty susceptible to different factories, as they are
cozy with A.T.S Apparel ltd for its effectively and effectiveness.
e) Collaboration with the backward linkage industry: To be ever profitable in their
dedication to their shoppers they continually guarantee the on-time transport
of the add-ons wanted in the manufacturing process. Merchandizing dept. has
taken the accountability of imparting these add-ons to the manufacturing
method for its certain supply. For the comfort of this duty, they have
constructed lengthy-time relationships with the suppliers of add-ons that they
do not manufacture and finished critical paperwork with a robust period and
prerequisites with these accent suppliers.
f) Long-term relationship with buyers: A.T.S Apparel ltd honors the long-term
relationship with their buyers. So the shoppers stay loyal to the company. This
is the cause long-term relationship with their consumers is the power of the
company.

Weaknesses:
Many elements assist in growing or reducing the earnings of the company. When the
earnings decrease, it is dealt with as the weak spot of the company.
a) Fail to appeal to huge Buyers: Despite the effectiveness and effectively one of
the weaknesses of A.T.S Apparel ltd is its brief capacity. For its low degree
capability A.T.S Apparel ltd it is disadvantaged from plausible boom ensuing
from its current reputation, which ought to be done otherwise.
b) Not International well-known certified: A.T.S Apparel ltd is now not ISO licensed
organization. Not to say that being a proof of quality, ISO certificates is very a
good deal necessary for the spreading of its market.

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 c) Lack of warehousing: There is no applicable putting for remaining merchandise
to vicinity them safely and at the time of their dispatch, there is an opportunity
of mistake.
d) Communication Gap: There are a few gaps in the conversation between the
departments. Maybe these affirm every issue from every different however
nevertheless they make errors and blame each other’s to protected them.
e) HR Department: HR Department is nearly vain and solely performing two
activities. These things to do are making salaries and attendance of the
personnel and workers. They are now not working to desirable educate the
personnel and making value determinations to consider them.

Opportunities:
Many elements assist in growing or reducing the income and rate of the company.
When the income will increase and the price decrease, it is dealt with as the
possibility of the company.
a) Cheap labor: The labor value in Bangladesh is very cheap. So it is a probability
for A.T.S Apparel ltd.
b) Motivating the employees: HR branch can show and exhibit them they are right
here for personnel by way of motivating the personnel performing their best.
They can locate the motivation degree of their personnel and provide them
incentives to inspire them.
c) Advertising: A.T.S Apparel ltd can promote their selves to promote their
material products. They can promote in global magazines about their selves.
Can be marketed over the net (electronic Marketing)
d) Can open own Shops: A.T.S Apparel ltd can open its retail outlets in the
overseas market the place they can show their garments merchandise and
apparel as properly as curtains. The massive gain would be that advertising
and marketing would be accomplished robotically and your cloth merchandise
would additionally be offered to the neighborhood market.
e) Online Shopping Store: A.T.S Apparel ltd can open its on-line save the place
they can exhibit their clothes range and apparel. The benefit of this step would
be
 Online Marketing.
 Capturing the market over web internationally.
 Capturing the market over web domestically.
 The fabric can be bought out at an online shop.

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 f) Technology: The science has been expanded for the cloth enterprise and these
applied sciences are being obtained through the global opponents as nicely
as with the aid of nearby rivals so they are producing proper exceptional
clothes merchandise and growing the effectively as nicely as lowering the
value of manufacturing A.T.S Apparel ltd has the probability to make
investments for the new technology. By obtaining the trendy technology, they
can expand the manufacturing quality, effectively and can minimize the price
of production.

Threats:
Many elements are damaging for the corporation and may additionally reason
conceivable minimizing the income and maximizing the charges of the company.
This is acknowledged as threats.
a) Shortage of electricity: The authorities of Bangladesh are nevertheless unable
to supply the required volume of electricity, the utilization of electrical energy
has been increased. The groups who have their personal electrical energy
plant life are retailers however these who do not have been dealing with a
primary hassle of a scarcity of electricity.
b) The hazard of new entrants: As the shopping for enterprise in our USA is in the
movement of increase the enterprise offers a desirable feed to new entrants.
So in this enterprise, as a A.T.S Apparel ltd wishes excessive strategic stakes
to survive.
c) The bargaining strength of the firm's suppliers: In this enterprise as garment
producers are several and their ahead integration structures are no longer
sturdy for their illiteracy or lack of ability to persuade the overseas buyers.
Therefore A.T.S Apparel ltd enjoys little bargaining tendency of garment
manufacturers.
d) The bargaining strength of the firm's customers: In our U.S.A. A.T.S Apparel ltd
enterprise faces a little good buy over the negotiation as a boon of the quota
system. As a result, the bargaining strength of A.T.S Apparel ltd is very little.
e) The risk of alternative products: In this enterprise, this element is now not viewed
due to the fact there is no ideal replacement for their supplied service.
f) Local competitors: Bangladesh is a beneficial area for overseas customers of
garment products. As a result, the garment enterprise itself is very beneficial
to nearby entrepreneurs.
g) Political unrest: In our United States of America political instability frequently
hampers the effectiveness and effectively of enterprise organizations. Thereby
political unrest is an exquisite hazard to the clean characteristic of A.T.S
Apparel ltd.

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Page | 31
3.1 Findings:
Based on the practical experience of the internship period, the findings are the
followings:

a) Lack of market understanding: To capture the market first of all it is essential

to understand the market condition. You have to be well known customers
want and others substitute companies what doing to hold position in the
market. So it’s important to focus on the market.
b) Lack of understanding of customer preference : Customers are the main asset
for any business. The marketers have to understand the customer’s
preference. According to customers preference the company have to deliver
their product and service. A.T.S Apparel Ltd is relatively poor in that particular
side.
c) Inadequate marketing strategy evaluation : Marketing strategy not remains
same always. It is needed to evaluate and upgrade the strategies according to
the situation. To evaluate the marketing strategies of A.T.S Apparel Ltd is not
regular.
d) Limitations of marketing research: If you want to know about the market
condition and find out opportunities you have to emphasize on research. A.T.S
Apparel Ltd continues research but which is very poor level.
e) Lack of modern machineries and technology : Now a day everything is
becoming technology oriented. A.T.S Apparel Ltd use modern machineries
but which is not enough. It’s mostly depended on human resource. But when
the company has to produce in bulk amount they face a huge problem in
manufacturing.
f) Weak distribution channel: A.T.S Apparel Ltd sells their product by third party
but if they build up their own distribution channel both in domestic and
international level. It will be more beneficial for the company.
g) Comparatively poor marketing skill: A.T.S Apparel Ltd still pursuing the
conventional method of advertising, as workers are not adequately qualified in
marketing. Marketing strategies for this business skip any.
h) Lack of workshop and training for marketing department : Workers of A.T.S
Apparel Ltd not get proper training and workshop, that’s why they cannot cope
with the market situation. Workers sometimes make mistakes and cannot
produce achieve the target.
i) Less number of employees in sales : The company follows the cycle of cost
cutting, where members of the marketing team need 15 employees in this
business, but they only have 10 people. It's the same for other agencies. So it
produces a huge pressure on the back of the current employees. A single

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 employee works in the workplace for about 10 to 11 hours on average. This
operating hour increases the delivery time.
j) Lack of information: Company information is rare on the Internet, so the
general public hardly knows about this business. The statistical information of
the company is not available to all. And gathering the company's data was
very difficult to prepare the report. Some data from the company are not
available for everyone to expect top management.
k) Lack of customer relationship management : Management of the customer
relationship in this company is poor. Employees do not contract with
customers on a regular basis and there is a gap between customers and
employees.
l) Job security for the employee of sales department : Sales job at A.T.S Apparel
Ltd is not adequately safe compared to other departments. The turnover of
workers varies from division of sales to division of benefit. In each month, the
organization has set a target for an employee. If the employee is unable to
meet the goal, the organization will position the employee's presser.
m) Inefficiency in IT: In A.T.S Apparel Ltd there is a shortage of computerized
system in various sections. Employees of the company are using less
software. Traditionally, they do not active of their market research. So it delays
the whole process of working.
n) Lack of standard pricing strategy : Product pricing is higher than another
company. The product pricing policy is not very much friendly for customers.
So customers are feeling hesitant to buy A.T.S Apparel Ltd product.
o) Limited Promotional Activities : A.T.S Apparel Ltd does limited international
and local TV ads, print media, electronic media, and many types of advertising
offers. A.T.S Apparel Ltd hasn’t done different types of promotional activates
such as; Seasonal offer, Mega offer, Occasional offer.

3.2 Implications:
Marketing strategies should be viewed in terms of integrated formulation and
implementations which in turn requires the manager’s focus and appropriate
emphasis at a corporate level. Such integration also implies that the constructs of
marketing strategies formulations have corresponding implications for the
implementation constructs. However, the marketing literatures indicate that little is
known between the links. Accordingly, this study clearly examined how each
marketing strategy formulation process (creating, delivering, and communicating
value) is linked to marketing strategy implementation (marketing mix). Thus, for
appropriate marketing strategy execution, a firm has to link its marketing strategy
with its performances in order to examine the contribution of each unit of investment
in marketing strategy to the company‘s competitiveness.

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The ultimate success and failure of any organization is heavily dependent on the top
management who are in charge of formulating and implementing strategies. In this
regard, marketing strategies formulation and implementation calls for the active and
consistent engagements of managers because it is one of the most detrimental
factors for competitiveness. In view of this, the study clearly examined the marketing
strategies of the textile companies and thereby identified critical gaps in the practice.
Besides, extensive and pertinent literatures were reviewed to understand the issue in
boarder practical perspectives. The three major implications for management
practices.
a) Managers should focus on marketing strategy; investments on marketing
assets and capabilities
b) Firm‘s performance can be better measured in non financial measures
c) Niche marketing strategy is more appropriate for the textile firms in the
international markets

3.3 Recommendations:
A.T.S Apparel Ltd has high-quality recognition in the world market. Based on my
understanding, the following recommendations are made:

 To formulate a standard pricing strategy. This price range will be competitive

to the market and they should not change randomly to their target customers.
 To formulate an effective advertising policy. International and local TV ads,
billboard many types of offers, promotional activities, and social work provided
can be effective.
 To select an effective distribution channel. Product distribution in proper time
and all conditions clear and specific.
 To recruit sufficient skilled manpower. To understand the market, A.T.S
Apparel Ltd should focus on the overall company framework. They have to
include expert and experienced employees as they can easily understand the
market.
 For understand the customer test and preference A.T.S Apparel Ltd need to
conduct market research. When they can be known about the actual demand
they can easily deliver the expected service to the customer.
 Marketing strategy is the blueprint to achieve customer satisfaction. The
company needs to be always updated about the market condition. According
to the evaluation of the market conditions they have to take action. If they can
do it they can easily reached to their goals.
 This world turned into a global village. So A.T.S Apparel Ltd should launch their
website. Having their own website would help the company. Where new
customers can easily know about the company and the company can connect
with authority via website.
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  The company need to build up their own distribution channel by which they
can directly reached to their customer.
 The company must employ the company's marketing expertise and trained
them in proper way to the textile industry's marketing system.
 In this type of company, marketing is an important function and the top
management must understand and believe the usefulness of marketing
activity and for that they need to go with more marketing campaigns.
 The company needs to follow a strong marketing plan with a view to
preserving the business profitability. To follow the plan in depth, they have to
ensure the proper action from bottom level to upper levels.
 All employees should be trained with marketing objectives so that the
company can achieve the common objective and increase productivity.
 The company must hire more staff especially in sales unit, increasing the
additional workload from the current workforce.
 Sales workers benefits should be increased so that they do not often turn to
other businesses. It can minimize co-employment.
 The top level manager should improve the overall factory system so that the
worker can work comfortably. And it will increase the coordination and the
production.
 The company should analyze the competitive strategies of the other
companies, thus enabling the company to review and establish appropriate
marketing strategies.

3.4 Conclusion:
Bangladesh is a developing country. In this, we of unemployment trouble is barely
overcoming through our clothes or garb sector. A lot of human beings are working in
this area from the preliminary stage. Initially, the state of affairs of this quarter is no
longer so true however now a day this region is incomes a lot of overseas currency,
round 75%-80% of our whole financial boom which is making our monetary zone
very robust and assists to our GDP. And merchandisers are these human beings
who are working right here day to night time to improve this sector. Merchandisers
intend to gather order, implement, enhance, and cargo on client required time.
It used to be a brilliant pleasure for me to work in the advertising and marketing
quarter of A.T.S Apparel ltd which gives me a vast vary of scope to study the special
characteristic of shopping for the residence industry thru the cordial help of the
personnel and seniors. All the personnel of A.T.S Apparel ltd tried to provide
pleasant service.
To achieve their goal, all departments are doing well. It's a very fun and casual
atmosphere. Therefore, between the supervisors and the juniors there is no
communication gap. But the main problem in digitalization and build up a strong
distribution channel with skilled marketing expertise. Because when they went for
huge production according to customer demand it takes more time. The overall work

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after manufacturing is done by marketing department like promotion, targeting,
positioning and crating brand value. So the Top level management needed to
emphasize on this particular sector. Also in this company they need to focus on
research, proper training and coordination among various departments. This
business is growing year after year steadily. A.T.S Apparel ltd is attempting to
increase production capacity so that top-level executives are planning to buy more
sewing machines. As well as this company is unable to export their product directly
through some business, they export the item. Others intend to set up a swing
business to manufacture final products and deliver to customers. This growth rate
increase which will contribute in the textile sector of Bangladesh.

4.0 References:
A. Reference Book:

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 a) Marketing management 14th edition, Philip Kotler.
b) Principle of marketing 15th edition, Philip Kotler.
c) David, J.& G., Lancaster, Selling & Sales Management (10th ED). Pearson .
d) David W. Cravens & Nigel F. Piercy, Strategic Marketing 8th Edition

B. Website
a) www.wikipedia.com
b) www.google.com
c) www.scribd.com/doc
d) www.fiber2fashion.com
e) https:dspace.bracu.ac.bd
f) http://dspace.daffodilvarsity.edu.bd
g) http://textilebulltin.com/present situation-rmg-sector-bangladesh-2019
h) www.textiletoday.com.bd
i) www.assignmentpoint.com
j) www.bangladeshgarments.info
k) www.scribd.com

Others References:
1. Annual Report of ATS Apparel ltd.
2. Various published documents from BGMEA
3. Different types of document of ATS Apparel ltd

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