Analysis of Bangladesh tyre market perspective of CEAT Bangladesh Ltd

Abstract

This report provides an analysis of entire tyre market of Bangladesh perspective of CEAT Bangladesh Limited. For ease of understanding this report is segmented into six phase. First phase contains CEAT’s overview, mission-vision, objective, values and other related issues. Next phase of the report demonstrates the job description, where I have completed my internship, my job nature, responsibilities, job performance, critical observations and recommendations. The third phase of this report is focused on the project summary, description, methodology, data collection, research method, sample design and limitations. The fourth phase contains the process details about the marketing approaches and activities of CBL. In the fifth phase some analysis & findings are shown. At the last phase, end up with some own recommendations, conclusion, references and included appendix. CEAT Bangladesh Limited turning to establish themselves as a leading brand, currently they are in growth position. In Bangladesh mostly focused on truck-bus tyre segment. At present CEAT’s placement expend to five different region likes- Dhaka, Bogra, Chittagong, Sylhet, Jossore. Mother warehouse located at Chittagong, main distribution operating from there. Initially I find out the market share through vehicle fitment survey, then met with dealer to know their market potentiality and also met with big customers to know their brand preferences and other expectations. During my three months internship period I also worked in Bogra for the last one month. There I gathered 82 customers’ data through direct and indirect communication. Also influenced them to buy CEAT tyres and informed the warranty level. CEAT extends their services to compete with major competitors, included different competition program. Integrate different promotional programs like – customer engagement event for truck owner, driver. CEAT forecast human resources for factory plant and developing other external setup. Try to ensure proper labor code of conduct.