Market readiness and opportunities for air purifiers marketed by Singer Bangladesh Limited

Abstract

Very few multinationals in Bangladesh are as old as Singer Bangladesh Limited. It is one of the pioneers of consumer electronics here. It has a unique retail network throughout the country which comprises of more than 400 retail outlets. Moreover, it has 900 dealer points all over the country. With the increasing number of middle-class families in Bangladesh, the prospect for consumer electronics market is increasing every year. In this report the experience as an intern and day to day activities have also been mentioned. Singer Bangladesh Limited held the “Fresh start Internship Program” for the first time in Bangladesh. This is a program which takes place around the globe organized by Arcelik, the mother company of Singer Bangladesh Limited. This program was conducted to provide hands on experience of work like a full-time employee rather than giving a conventional internship experience. Secondly, this report provides an overview of Singer Bangladesh Limited which includes the strategic vision, management practices, marketing practices, financial performance etc. Singer maintains a hierarchical managerial system for operating throughout the country. Currently, the financial performance is in bit declined position due to effect of COVID 19 for the fiscal year 2020 and 202. Next, this report contains an in-depth analysis on the “Market readiness and opportunities for air purifiers in Bangladesh marketed by Singer Bangladesh Limited”. From the research it was visible that almost 40% of the respondents were not accustomed with an air purifier and more than 50% of the respondents do not know the market price of air purifiers. This indicates that people are not acquainted with the product as well as hardly they have idea about the price. As a result, Singer needs to push it in the market through its retail channel as well as communicate about the product online. In this case, they may communicate in the market focusing on family and home.