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An Assignment On “ASHRAF TEXTILE MILL’S ”
Submitted By:
Abul Farhad Md. Tuaha
ASIAN UNIVERSITY OF BANGLADESH.
Introduction :
ASHRAF TEXTILE MILLS LTD is one of the largest textile mills in
Bangladesh. ASHRAF TEXTILE MILLS is the spinners of quality polyester, TC,
Viscose's, Cotton yearn, Semi synthetic yearn in Bangladesh. This textile mills
is establish 1963. So considering their time period this is the oldest textile
mills are in private sector in Bangladesh. The location of ASHRAF TEXTILE
MILLS is Ashrafabad, Tongi industrial Area, Tongi, Gazipur. The company head
office is in Dhaka, the address is house no-480, Road no-32, New DOHS.
Mohakhali Dhaka. The distance of this renowned mill is only 25 minutes drive
away from the heart of the capital city Dhaka. The land area of the mill is
12.36 acre of high developed land.
This Project has been installed with world class technology from Europe
Origin with SKF Germany drafting Zone. Which is capable to produce excellent
quality yarn both for domestic consumption to feed local garments industrial
as well as the export market.
Background :
The project has started its commercial production in 1965. Its products
by this long time have created a good name in the domestic market. The
quality of yarn produced by this is comparable with any well reputed spinning
mill of the country. This good quality also enables the company to sell at a
higher price. All of the name and fame of the ASHRAF TEXTILE MILLS does not
gather in one day. This is the fruit of the staffs hard working and long term
vision of the board of directors.
Associated /related Company:
The company has no other subsidiary or any sister concern under its
umbrella. The core activity of the company is solely based around the yarn
production. However, the sponsor directors have no interest in other
company at present.
Products:
The company is producing yarn mainly consumed by the local weavers
and indigenous manufacturers. Though there is a little thrust for the products
diversification but differentiation is a major Criterion of the business. In
addition to the clients requirement seasonally pushed the company to
innovate new item category. The lower count category yarns spring seasons
and the higher count categorized are for the winter season.
Some of the differentiated products and names of the capacitors are
listed below.
Functions:
84 counts, 14 counts, 60 counts, 50 counts, 40 counts, 30 counts 20
counts, yarn.
The products and production capacity:
Yarn is an essential commodity and there are various Classifications
cauterization in core products. The company is able to make the following
kinds of yarn and by related cotton for which there is demand situation in the
local and international Garments and textile markets. The products however
emphasize on local weavers because of the relatively higher rate of return and
better market ability since the sector grows very fast and requires successive
demand, which made it a lucrative segment for many successful spinning
industries. ASHRAF TEXTILE MILLS manufactures various kind of yarn in 3 shift
operation (each shift of 8 hours)
Production schedule on the basis of different counts for the period 2001-2002.
Type of Yarn % of Production
84/1 Count 40%
74/1 Count 10%
60/1 Count 10%
50/1 Count 10%
40/1 Count 10%
30/1 Count 10%
20/1 Count 10%
Total pounds of yarn 100%
The total installed capacity of manufacturing yarn in this project is 2.00
million kgs. During the year 2000-2001 it has produced around 1.90 million
kgs of the above mentioned counts.
From the very beginning ASHRAF TEXTILE MILLS always seeking for
quality production. They is their motto. The company has experienced
procurement & merchandizing team working side by side with the clients. In
addition to that the company has farmed a reserved for the souring of the raw
material in time. Further the company enjoys a reason credit line for
importation of the raw material form foreign countries.
The principal suppliers of raw materials:
* California Cotton Company USA.
* Cotexco Overseas Corporation UK
* Plexus cotton limited UK
* Allied cotton mills lahore, Pakistan
* S.S international karachi Pakistan.
. ASHRAF TEXTILE MILLS MARKETING ACTIVITIES:
ASHRAF TEXTILE MILLS is one of the most important, biggest and
renowned textile mills. ASHRAF TEXTILE MILLS always follow. Some different
strategy of their of their own to maintain their business operation. Marketing
is the most major part of any business. With out proper marketing a business
can not success or achieve the goal proper marketing can only assure the
highest profit of any business.
There are 4 important elements in marketing mix. These are price,
products, places and promotions. If any company can maintain these 4
elements properly they can meet the goal or hold the success. A company
must need close observation to the price products, place and promotions.
ASHRAF TEXTILE MILLS is one of the most oldest and renowned textile mills of
Bangladesh. For preparing a report on ASHRAF TEXTILE MILLS, I arranged
some questionnaires. From the management and employees of this mills to
get answer about how they have consider place price products and
promotional activities of their business operations.
When we analysis their all activities we saw that ASHRAF TEXTILE MILLS
are now hold the maturity stage of their products life cycles. Now our textile
market is very competitive but ASHRAF TEXTILE MILLS hold a good position,
these company follow the product specialization theory.
Again we analysis their present market operational activities and saw
that ASHRAF TEXTILE MILLS market attractiveness is high and growth stage is
low. There is somany textile mills in Bangladesh but at present most of the
textile mills units have their own spinning units. So all the textile mills are not
depends on the specialized spinning units like ASHRAF TEXTILE MILLS.
Critical analysis about the Marketing mix activities of ASHRAF TEXTILE
MILLS.
1. Products:
ASHRAF TEXTILE MILLS manufactures different types of yarn such as
cotton yarn, viscose, acrostic yarn, T/C, cotton combed yarn and so on. This
mills was established at 1963. At that time our countries textile mills were
depends on imported yarn from foreign countries. Then they established this
mills. It that time long experience and vast good will. At that time they setup
spinning units because then there was a great demand of yarn beside this
they have long time experience in yarn business and raw cotton. From 1942-
1660 they were the wholesaler of India yarn. So they choose to manufacture
this products. They have strong back grounds identified and bonafied
consumer so at that time they started this business. Beside this our country
con not produce sufficient yarn. There is always a deficiency of yarn. The
amount of the deficiency yarn is about 1.75 cror kgs. To fulfill the in creasing
demand of our cotton market. ASHRAF TEXTILE MILLS are still producing the
yarn. This mills always produce quality yarn so that though there is enough
composite textile mills in Bangladesh they manufacture yarn but still ASHRAF
TEXTILE MILLS hold their market. There products has a good demand in textile
mills, local power looms, local weavers and garments manufacturers. The
main customers of their cotton yarn is our country's textile mills and local
power looms owners. And he local weavers and garments manufacturers are
the customers of T/C and cotton combed. T/C yarn. Beside this some synthetic
cotton manufacturers are the main buyers of their viscos and their acreaylic
yarns. They are always modifying their products quality. Before present any
products to the market they analysis the market demand and their
competitors and then their experience motivate them to produce these types
of yarn.
2. PRICE:
Price is very much related with the products. This is one of the most
important strength for the company. ASHRAF TEXTILE MILLS always produce
quality products. They con not negotiate with their quality. So they always use
imported raw materials to hold their products quality. They mainly import raw
materials from USA, CANDA. CHINA, and Pakistan. They never import any bad
quality raw materials, ASHRAF TEXTILE MILLS need to pay some extra money
to import raw materials, from those countries. So the manufacturing price
increase a little bit. But considering the above quality the price is not very
high. Besides this ASHRAF TEXTILE MILLS always believes in fair competitive
markets. So they don't reduce their products price unnecessary or increase it.
The Price of ASHRAF TEXTILE MILLS is always stagnant but it is true that there
price is mainly cost based. The ASHRAF TEXTILE MILLS sells their products at a
very nominal profits.
3. PLACE ( DISTRIBUTION CHANNELS)
Place is very much important for any business. It has a great effects on
business. ASHRAF TEXTILE MILLS established at 1962 . at Tongi, Ashrafabad.
Few years later this are a is goes under Tongi Industrial area. The corporate
head office is at old DOHGS at Banani, Dhaka. Tongi Industrial are a is very
much important for any kinds of industry , on the other hand old DOHS is one
of the most important , secured and posh are a of Dhaka city . There is already
many textile mills head office established. So the mill authority can get
enough chance to communicate with their clients, and they can easily fulfill
their clients requirement. On the other hand Tongi Industrial Area is one of
the most important area in Bangladesh. This area is connected by high way
and got all the in fracture facilities, like national greed line of electricity, high
pressure of gas and water supply the get all the facilities to operate their
business Soundly. On the other hand tongis very near and well collected with
one of the biggest cotton Yarn market of the country named Madhobdi, and
Baburhat at Nashingdi. We can se that this organization on enjoy lots of
facilities, they can easily contact and reach their goods to the local weaker
and they can maintain liason with their industrial clients from their head
office. ASHRAF TEXTILE MILLS has a proper distribution channels. They have
165 main distributors and lots of enlisted brokers and commission agents.
Here the channels are between the nations. ASHRAF TEXTILE MILLS has 10,
Showrooms at Narshingdi, Kustia, Narayangonj. Beside this they sell their
products at their Mill gate. They distribute their products and yarns to their
benefited dealers at a definite amount. So that the delar can not black
marketing their products.
They always pay close observation to the market. ASHRAF TEXTILE
MILLS provide their own transports to send their products place to place.
4. PROMOTION:
Promotion is very much important for any company’s product
marketing. Proper promotional activities can help a company to meet their
goal. Every company must allocate the promotion budget over the five
promotional tools.
These are as follows:
1. Advertising
2. Sales Promotion
3. Public Relations & Publicity
4. Sales Force
5. Direct Marketing
ASSOCIATED /RELATED COMPANY:
The company has no other subsidiary or any sister concern under its
umbrella. The core activity of the company is solely based around the yarn
production. However, the sponsor directors have no interest in other
company at present.
RECOMMANDATIONS:
ASHRAF TEXTILE MILLS is one of the renowned textile mills of Bangladesh.
Every organization some time face different problem during the change of
time it is very natural. But if the company successfully over come the barriers
then the company can successfully achieve the goals. By getting chance to
report on this company here I give some advice for the kind consideration of
ASHRAF TEXTILE MILLS.
1. ASHRAF TEXTILE MILLS gather a large name and fame during her long
journey. ASHRAF TEXTILE MILLS can take the capital machinery by the
help of different renowned leasing company. I thin this will help them t
avoid the lengthy banking process and increase its capital.
2. The mill must need to produce superior quality products than the
neighboring country products.
3. ASHRAF TEXTILE MILLS can import raw cotton from Thailand and Punjub
this can reduce their production cost and also save time.
4. Though ASHRAF TEXTILE MILLS is one of the famous textile mills in the
country but the mill management has a tendency to consider all the
textile mills as their competitors we think if the mill consider those
extolment as her competitors that they are producing the same count
of yarn. They will do better.
5. The mill management must need to take necessary steps to group their
customer boundary. They need to operate their business by the
demand of their customers.
6. No doubt ASHRAF TEXTILE MILLS has vast good will large customers
boundary, name and fame. But at present all the business is controlled,
and accelerated by the media. So the mill authority must need to fore
cast their advertising for their products promotion at printed media and
electronic media.
7. Before our previous analysis we saw that the mill is now at a maturity
stage of their products life cycle. In this stage the mills must need
some advertising to increase their sells.
8. Bangladesh has a great demand of dayed Yarn If ASHRAF TEXTILE MILLS
short a new unit for only daying they will earn a lots.
BIBLOGRAPHY:
To prepare this report we have to take help from some annual report
of different organization take help from Journals and also take help from
ASHRAF TEXTILE MILLS different record. We take helps from these followings:
1. Annual Report ASHRAF TEXTILE MILLS
2. Annual Report of BGMEA.
3. Annual Report of E.P.B.
4. Annual report of Bangladesh Textile Mills owners association.
5. Annual report of Bangladesh Spinning Mills owners association.
6. Annual report of Bangladesh
7. Paper cutting of different daily news paper.