Analysis of the Competitive Position of CBC Tiles pdf

Analysis of the Competitive Position of
CBC Tiles

Analysis of the Competitive Position of
CBC Tiles
Submitted to
Michael Lenox & Jared Harris
Darden School of Business
University of Virginia
Submitted by
Md Asif Imrul
Institute of Business Administration
University of Dhaka, Bangladesh
Date of Submission
14 May, 2020

14 May, 2020
To whom it may concern
Subject: Submission of assignment on “Analysis of the Competitive Position of
CBC Tiles "
To whom it may concern,
As the requirement for the Foundation of Business Strategy course, I hereby
submit my assignment on the competitive position and performance of CBC Tiles
[China Bangla Ceramic Industries Ltd.].
We may, therefore, hope that you would accept the timely submission and oblige
thereby.
Sincerely yours,
MD ASIF IMRUL

Acknowledgement
I would like to express my heartiest gratitude to Mr. Michael Lenox & Jared
Harris for guiding me throughout this course. I am thankful for their lectures
in this MOOC class that opened up an entirely new world of business
strategy to us. We are also grateful for their time and mentorship beyond
class time.

Table of Contents
Executive Summary ................................................................................................. 1
1 Introduction .......................................................................................................... 2
2 Analysis of Competitors ....................................................................................... 2
3 Analysis of Environment ...................................................................................... 5
4 Analysis of Industry Structure .............................................................................. 6
5 Target Group ......................................................................................................... 7
6 Marketing Communication and Competitive Position ........................................ 8
6.1 Ambiguous Brand Title .................................................................................... 8
6.2 Rebranding Through New Logo and Slogan .................................................... 9
6.3 Digital Marketing through Website ................................................................ 9
6.4 Digital Marketing through Social Media ....................................................... 10
6.5 Low Visibility on Retailers’ Signboard: .......................................................... 11
6.6 Advertising through TVC, RDC and Print Media Ad ....................................... 12
6.7 Celebrity Endorsement ................................................................................. 13
7 Evaluation of Competitive Position in terms of TG and IMC ............................. 14
7.1 AIDA Model ................................................................................................... 14
7.1.1. Attract attention .................................................................................... 15
7.1.2. Maintain interest ................................................................................... 15
7.1.3. Create desire .......................................................................................... 15
7.1.4. Take action ............................................................................................. 15
7.2 Action Vs. Success ......................................................................................... 15
7.2.1 Brand Title, Logo and Slogan Based Rebranding ..................................... 16
7.2.2 Digital Marketing Through Website and Social Media............................ 16
7.2.3 Visibility on Retailers’ Signboard ............................................................ 17
7.2.4 Celebrity Endorsement ........................................................................... 17

8 Analysis of Firm Capability ................................................................................. 18
9 Recommendation ............................................................................................... 19
9.1 Cross Venture Marketing: ............................................................................. 19
9.2 Brand Mapping: ............................................................................................ 20
9.3 Virtual Platforms & Embracing Technology .................................................. 21
9.4 Plan 120 ........................................................................................................ 21
Exhibit 1: Consumer Loyalty per Industry in Bangladesh ..................................... 24
Exhibit 2: Consumer Preference on Ceramic Industry .......................................... 24
Exhibit 3: Market Share1 ....................................................................................... 25
Exhibit 4: Five Forces Analysis of CBC Tiles ........................................................... 26
Exhibit 5: Scope of Ceramic Tiles Industry6 ........................................................... 27
Exhibit 6 : Scope of Ceramic Tiles Industry5 ...................................................... 28
References ............................................................................................................. 29
List of Figures
Figure 1 CBC tiles brand logo and slogan ................................................................. 2
Figure 2 Market share of the Ceramics Industry .................................................... 25
Figure 3 Old logo (left) New logo (right) .................................................................. 9
Figure 4 CBC Tiles website under construction ...................................................... 10
Figure 5 CBC Tiles Official Facebook Page .............................................................. 11
Figure 6 Market scenario of CBC Tiles .................................................................... 12
Figure 7 Celebrity Endorsement seen in Facebook posts ...................................... 13
Figure 8 AIDA Model .............................................................................................. 14
Figure 9 Recommendations ................................................................................... 20
Figure 10 Brand positioning ................................................................................... 20
Figure 11 Plan 120 Timeline ................................................................................... 23

List of Tables
Table 1 Plan 120 ..................................................................................................... 22

1
Executive Summary
This report intends to analyze and evaluate the competitive positioning of
CBC Tiles and their overall approach. CBC Tiles has been in the market for
a long time, although their presence often goes unnoticed. The report
analyses its industry, environment, industry structure, firm capabilities,
company drawbacks and how those can be addressed. A comprehensive
Integrated Marketing Communications strategy tailor-made for CBC Tiles is
proposed. Additional recommendations are made after a thorough analysis
of the present tiles market, which can make the company stand out. The
report also sheds light on various aspects of rebranding and target group
allocation, which can benefit CBC Tiles.