Report

on

A study on the various products of

Walton Bangladesh ltd.

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 Report

on

Walton Bangladesh ltd.

Prepared for

Anika Khurshid

Faculty

College of Business Administration(CBA)

IUBAT- International University of Business Agriculture and technology

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Submission Date: 30th March, 2013

 STUDENT DECLARATION

We the student of BBA, in the college of business administration (CBA) at IUBAT (International
University of Business Agriculture and Technology) declaring that this report on the topic
WALTON BANGLADESH LTD, has only been prepared for the fulfillment of the course of
MGT 201 (Management process), it has not been prepared for any other purpose, reward, or
presentation.

Name ID Program Section Signature

Shiek Sazzad Hossain 12102401 BBA F

Nusrat Jaman Muna 12102370 BBA F

Rifat Sultana 12102431 BBA F

A.B.M Golam Muktadir 12102392 BBA F

Rehena khatun 12102384 BBA F

Ruksana Akter 12102379 BBA F

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Letter of Transmittal:

30thMarch, 2013

Anika Khurshid

Faculty

Colleges of Business Administration

IUBAT- International University of Business Agriculture and Technology

Uttara, Dhaka

Madam,

With due respect, we are here to submit the following report on Walton Bangladesh according to
the instructions given by you.

After going to several Walton showrooms in Dhaka and doing a thorough online research on
Walton Bangladesh, we have been quite successful in collecting necessary background
information about Walton Bangladesh. A survey among the existing and prospective Walton
users also helped us to understand the market trend and the consumer behavior. The following
report is the result of our findings and efforts.

We appreciate this opportunity to work under you.

Sincerely Yours,

Shiek Sazzad Hossain

Nusrat Jaman Muna
Rifat Sultana
A.B.M Golam Muktadir
Rehena khatun
Ruksana Akter

Program: BBA
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Section – F
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 Acknowledgement

At first we desire to express our deepest sense of gratitude of almighty Allah.

With profound regard we gratefully acknowledge our respected course instructor ANIKA
KHURSHID, College of Business Administration for his generous help and day to day
suggestion during preparation of the report.

We like to give thanks especially to our friends for their enthusiastic encouragement and helps
during the preparation of this report us by sharing ideas regarding this subject and for their
assistance in making the report healthy.

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 Excecutive Summery
This report was commissioned to analyze and evaluate performance and future prospects of
Walton in a growing domestic electronic market. The research reveals that in a continuously
growing market, Walton has become a reliable name for customers. Countrywide network,
inclination towards quality and dedicated team of employees are the main causes of its success.
Though it had started business with home appliances, yet it has always been committed to
satisfying customer demand by introducing new products. Recent production and selling of
motorcycle and air-conditioner testifies that position of Walton.

Walton has a goal to double overall market share in the next 5 years. It has successfully
positioned itself as a customer friendly and eco-friendly company. Its after sales service has
contributed tremendously in building this image in customers’ minds.

Since its target market is middle-income people, the price of their products is comparatively
lower than those of competitors’. This strategy helps the company greatly in a price sensitive
consumers market. In recent years Walton has increased promotional activities through
organizing various national sports events.

Further investigations have revealed that to achieve the role of market leader, it will face
challenge from foreign brands. Moreover, rapidly growing demand from customers for electronic
products may put pressure on Walton. It has adopted market penetration, product development
and market development strategy for future growth.

The report has found the prospects of Walton promising in its current position. Favorable
government policy will help it expand domestic and international markets in the future.

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 Table of Contents
SL No Topics Page
A Prefatory Part

01 Tytle Fly 01
02 Title Page 02
03 student declaration 03
04 Transmittal Message 04
05 Acknowledgement 05
06 Executive Summery 06
07 Table of Content 07
B The Report Part(1)

08 Description of the Business 08

09 Key success factor 08
10 Financial situation 09
11 Company vision 09
12 Company objectives 10
The Report Part(2)
13 HR manager and their responsibilities 10
14 Production manager and their responsibilities 11
15 Financial manager and their responsibilities 12
16 Market Analysis 12
17 Weakness 14
18 Opportunities 14
19 Threats 15
20 Strategy 15
21 Product 16
22 Price 17
23 Organizational Structure 18
C Supplimantary Part

24 Conclusion 19

25 PRODUCT PICTURE OF WALTON 20

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 26 Reference 21

Description of the Business.

Walton limited is now the leading Electronics, motors, Machineries service provider in
Bangladesh. It is company of our country owns. Walton is now the largest Electronics, Motors,
Machineries service Provider Company in Bangladesh. Bangladesh is the only owner of this
company.

Head office of Walton is situated at (Jiban Bima Bhaban,level-3) 10 Dilkusha C/A Dhaka-
1000,HRM Mobile phone and media office(printers Building, Level 10 & 11, 5 Rajuk Avenue
Motijheel C/A Dhaka-1000).Walton central service management system(386/B, Khilgaon
Chowdhury para khilgaon Dhaka) They also hve around 19 buildings in different area of Dhaka.
The factory of Walton is situated at Chandra,Gazipur.

The position of Walton Company better than any other company in Bangladesh. They provide
good product and service for Bangladeshi people. Day by day they are developing the value of
product. The demand of this product not only in our country all over the world. Walton put a
positive impact on the lifestyles of the people of Bangladesh. Walton has crossed at 30% million
with 35% market share at the end of 2011. There are the 120 outlets of Walton throughout the
country so that customers everywhere can buy Walton products.

Key Success Factor

Walton is the first Bangladeshi company which produce lots of own countries products, and
quality goods at a lower price than any other company product. Walton works with R.B. groups.
It is one of the top business groups in the country operating with great reputation since 1977.
Walton is providing customers the latest technology based products innovative design and
excellent quality with different models and capacities. Walton brands main products are
(1)Motorcycle(2)Refrigerators & Freezer(3)Air conditioner(4)Mobile phone(5)Television etc.
Walton has its own mold & Die making sections, VMC,CNC wire-cut,EDM machines. It has 08
poly urethane forming plants, 15 thermoforming (vacuum forming) units highly equipped metal
forming units with power coating, 2d scanner & printers, nickel-chrome plants and die ; casting
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section. Walton also has robot operated .Injection plastic molding plants, highly equipped test
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labs, printing & packaging section, alloy wheel marketing & Ed plants. Walton has very strong
& right quality control policy and well equipped qe division consists of all types of testing device
as required including worlds latest CMM.

Financial Situation
Walton strategy is to continue to exercise strong discipline over their operating costs and capital
expenditure to achieve improves efficiency and productivity in their operations and leverages
their existing capacity. They have also plan to reduce their operation and maintenances expense
by, among other things, using solar power, controlling service agreement pricing and lobbying to
reduce the other tax. That’s why they are using as

● continuously grow manufacturer base

● Focusing on high value customer

● Achieve capital and operational efficiencies to improve profit margins and cash flow
generation.

● Increased Brand Awareness and reinforce brand values.

● Increased revenue from new services

● Continue to expand their comprehensive distribution product.

● Standard quality certificates including ISO 9001:2008 & ISO 14001:2004.

Walton service network is the country’s only ISO 9001:2008 Standard Certified after
sales service network.

Company’s Vision
Walton vision is “ AMADER PONNO” that means Walton ltd. Is always there to help the
customers get the full assistance of communications services in their daily lives. They want to
make it simple for the customers to get what and when they want it. So they are making lots of
show room different place in our country.

That’s why they follow the strategy that effectively become the first position in Bangladesh.
They also are going to lunch in future new brand mobile, freeze, and motor cycle.
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 Company’sObjectives
Walton has been established to provide high-quality goods and services at affordable prices. Walton has
a dual purpose
● To receive an economic return on its investment

● Contribute to the economic development of Bangladesh where

technology can play a critical role

The company has developed its strategies so that it earns healthy returns and at the same time,
contributes to development of the country. Its aiming to place its product in each village to
contribute significantly to the economic benefit of the poor. It is the way to get a total uprising in
the electronic field. By accomplishing the success factors. Walton would like to introduce new
quality model product to his honorable customer.

HR manager
HR manager is a person who controls the human resources of a company. A human resources
manager involves into the serious discipline of the human manpower and maintains the personal,
emotional and financial needs of the human beings, as they are not unit-dimensional entities.
And, hence, human resource management was involved to cultivate a positive work culture in the
organization, motivate the employees and streamline the recruitment process and providing
training to the employees.

HR Manager Job Responsibilities:

● Involving in the resources hunting and recruitment process of an individual.

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● Identifying and verifying the documentation of the staff for the recruitment process.
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● Maintaining the records o an employee details.

● Gathering information from other department and employees.

● Arranging the various training and development programs.

● Ensuring about the employee safety, security, welfare, wellness and health.

● Providing company committee facilitation and participation

● Administering the duties of the performances appraisal and motivating the employees.

Production manager
Production manager is a person who collects all materials for making a product. Production
manager mainly guides the planning, scheduling, budget managing, coordination and
management of industrial process. They also ensure that the production is in agreement with the
guild, safety and union regulations. The range of this job depends largely on the production
system type: mass production or batch production. In progressive firms, a production manager is
closely integrated with sales, marketing and finance.

Production Manager Job Responsibilities:

● Watch over the production process and coming up with a production schedule

● Sketch out timescale for the work

● Recognizing training need

●Making sure the production is cost effective.

● Responsible the production processes and regulate schedules as per requirement.

● Evaluating the performance of people working under them.

● Figuring out the estimate material and human resources that will be needed.

● Implementing the organizations goals and policies along with the mangers.

● Setting healthy and safe guidelines and making sure they are followed stringently. But finally,
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they see to it customers are satisfied and goods are produced on time.
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 Financial manager
A financial manager control the finance department, collect the finance. Financial managers
provide financial support and advice to colleagues and clients, thereby enabling them to analyze
the decisions are vital in making an organization successful and there is a need to analyze the
future implications of a decision regarding finance. This is carried out by financial managers.
Also they help in maintaining and establishing management and financial procedures.

Financial Manager Job Responsibilities:

● Interpreting and providing information related to finance.

● Interpreting as well as managing cash flow

● Predicting the possible trends of the industry.

● Giving appropriate advice by analyzing changes

● Formulating long-term business ideas that are useful for the organization.

Market Analysis
Bangladesh with its growing population and economic growth has huge demand for household
products. The fact that only about 60% of the country has electricity available proves that when
electricity will be available throughout the country, demand will increase further. As the people
of this country are mainly price sensitive, Walton, being the sole manufacturer of refrigerator,
freezer and motorcycle, is very keen to meet the demand of this large market by providing
competitive prices. Walton’s primary goal is to capture the local market, as they are still behind
market leader LG-Butterfly. But they are also exporting their products. Already they have
customers in Myanmar, Bhutan and to expand their market to Africa.

Competitive Analysis
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In the field of home appliances such as television, refrigerator, freezer, air-condition etc.some of
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Walton’s competitors are:

 Competitor

Television Refrigerator Air-condition

LG - LG
SONY LG GENERAL
SINGER - GREE
SAMSUNG - SAMSUNG
PANASONIC WHIRPOOL -

Most of these brands have been in this market for a long time. But none of them were able to
match the market growth of Walton in the last 3 years. Although LG-Butterfly is the no.1 home
appliances brand in the country, Walton is catching up fast. Walton has started manufacturing
major parts for the assembly of motorcycle. Right now they hold nearly 8% of the market share.
Its competitors are:

• BAJAJ• HERO• HONDA• DAYUN• TVS• SINGER• BUTTERFLY• ZALLIN

SOWT Analysis

Strengths:

• Largest electronic base in Bangladesh

• Strong distribution channels and customer service

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• Leadership in product development and services

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• Good Human Resource and Infrastructure Installation all over the country

• First service advantage

• Well-recognized brand name and reputation

• Loyer Customer Base

• High Ethical Standard

• Experienced management team

Weakness

• Limited items.

• It has management problem.

• Too much inside out thinking in the company.

• Different departments not working together.

• Sometimes a tendency to be ignores.

• High employee turnover.

Opportunities

• Its more show rooms.

• No long-term Distribution/Channel strategy.

• Focus on additional requirement.

• Improved technological improvement and network coverage.

• Increased socialization.
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• Demand for new & innovative products.

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 • Provide online buying facilities.

• Increase the brand value though initial offering.

• New and better interconnection of distributor.

• Huge need for electronic services.

• Declining prices for Walton handsets.

• Economic growth of Bangladesh.

Threats

• Aggressive marketing from company.

• Price war.

• Switching power of customer increased.

• More rigid government regulations.

• Increased marketing/operating costs.

• Increased bargaining power of the consumers.

• Sabotage of installation.

Strategy
Walton always try to make the best possible services. Moreover, it does not promise any specific
quality standards in service. Walton now try to give service all side in our country. Walton tries
hard to offer the best service quality, though, the quality, consistency and accessibility of service
is not guaranteed as the same are dependent on various technical, physical, topographical,
distinctive, environment, regulatory, legal, and such other factors. Walton has the right to change
/very / reduce the extra charges, prices, validity period, product/service feature and any other
offers etc at any time in its sole carefulness for any reason subject to official notification of such
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offers prior to giving effect to such changes.

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 Product
Walton has a good number of products available in the market. The company products, home
appliances, mobile, generator and motorbike. A brief description of its major products is given
below:

Refrigerator:

Walton mainly produces home appliances. In fact in its website the company is introduced as the
pioneer in refrigerator production in Bangladesh. Walton refrigerator & freezer ensures highest
quality compressor, condenser is made by 100% copper, which lasts for 20-30 years. The most
important thing is that every spare parts including door with different color are changeable and
available everywhere over the country.

Television:

Walton produces LED, LCD, and CRT televisions. Walton television ensures home cinema
entertainment. Walton Television’s d4ta Digital Technology is one of the most innovative
technological solutions that automatically reduces video noise, Selects the best picture and
performs fine-tuning by auto frequency tracking technology.

Motorcycle:

Walton motorcycles are now competing with the Indian Hero-Honda and TVS brand. The
motorcycles have become famous because of the special specification like mobile phone
indicator, digital gear display, fuel location meter, air shock absorber, remote control, hydraulic
brake, anti-Theft lock and alloy rim etc. Walton motorcycles are also fuel-efficient.

Other than these products Walton also produces Mobile handsets, generators, air conditioners,
DVD players, and microwave ovens.

Price
Walton’s main target market has always been middle-income group. So they have been very
careful in setting their price product. Also the fact that they manufacture their products, it allows
them to set a lower price than their competitors, as they don’t have to pay heavy import duty.
Below is a comparison of the prices of different products of different brands-
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Table 03: Price comparison of Refrigerator.

Model Walton LG TRANSTEC SHARP

10CFT 26,200 35,000 32,000 29,500

10.5CFT 28,100 38,300 32,500 31,000
11.5CFT 29,700 40,600 36,600 37,000

Table 04: Price comparison of TV.

Model Walton LG Sony My One

29” color TV 18,500 28,350 26,350 22,700
37” LCD TV 48,800 65,600 59,500 -
42” LCD TV 75,200 95,000 88,000 -

Table 05 : Price comparison of motorcycle.

Model Walton Bajaj Hero Honda TVS

125 cc 103,900 175,000 155,000 160,000
110 cc 96,000 148,500 145,000 140500
Cruiser 93,300 120,000 110,000 98,000

In all three products in which we have done market research, it is evident that Walton is
providing the customers with the least expensive product. It is vital for Walton as price is the
only tool where they have a superior advantage over other brands. But it must be noted that
consumers in higher income level also look for quality products. So Walton needs to find a fine
balance balance between price and quality as they move forward in the coming years.
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 Organizational Structure
Walton has now more than 1000 employees. Walton is divided into several department namely
technical, sales & marketing, customer relations, administration, human resources, finance and
IT. Recently management has brought a change in the organizational structure in view of need of
time. Management and organization structure of Walton bd Ltd. Are given in the following-

INPUT PROCESS OUTPUT

Organizational Structure

General
Manager

Financial Dept

Factory Director IT Expert Dept Design Center

Production Center Planning Technical HR Dept Admin Dept

Dept

The procedure for determining the duties and skill requirements of a job and the kind of person
who should be hired for it.
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 Facilities

● They get well environment for work

● They receive handsome salary

● Up level officers get transport facilities

● They get medical facilities

● They get yearly bonus

● Every employee have different department.

● They also get residential facilities

● Every employee has insurance facilities

SUPPORT
● Every customer can get high quality product.

● They can get their necessary product from any showroom.

● They get warranty and guaranty

● They can buy their product in a chip rate

Conclusion
The company has been running its business with good reputation since 177. Establishment of
Walton HIL to manufacture Refrigerator & Freezer, Air Conditioner, and motorcycle etc. in
Bangladesh is a milestone in the path of success and reputation of the brand WALTON. Walton
HIL is the first company to introduce advanced research and manufacturing technologies and
equipment for household & commercial Refrigerator & Freeze, Motorcycle and Air Conditioner
etc. in Bangladesh. For Bangladesh, Walton has become a company to be proud of in the export
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arena. Walton has truly redefined Bangladesh from being a consumer country to a producer
country for home appliances.
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WALTON PRODUCTS

Reference:

1. “ITALTEL’S new chief gets what she wants” business week, april 30.
1984,p.51;Robert ball, “italy’s most talked-about executive,” fortune,
april 2, 1984, pp. 99-102;marisa bellisario “the turnaround at
ITALTEL,” LONG RANGE PLANNING, VOL. 18, NO. 6

(1985), pp.21-24.

2. Zachary schiller, “a model incentive plan gets caught in a vise,”

business week,January 22,1996,pp.89-90;caroiyn wiley, “incentive plan
pushes production” in Arthur A.thompson,jr,a.j.

3. Susan scherreik, “your performance review:make it perform,”business

week,December 12,2001,pp.139-40.

4. http://walton Bangladeshlimited.edu/cahrswp/414,accessed November

13,2008

5. Michale totty, “the dreaded performance review,” the

wa;bdllstreetjournal,November
27,2006;http//www.halogenoftware.comirl.cornell.edu/cah..

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