HUNIA will adopt the and

to differentiate itself from other

companies of dry fish.

COMPANY ANALYSIS

Innovative

Hygienic product

INDUSTRY BACKGROUD

Huge demand in the local & international market.

Easily transportable, marketable & storable.

Nutrition quality remain intact

To provide

with a affordable price.

MISSION STATEMENT

High quality

Chemical free product

International Market

Fiscal year Demand (in metric ton)

Supply (in metric ton)

2009-10 650 622

2010-11 654 625

2011-12 675 629

DEMAND ANALYSIS

SWOT ANALYSIS Strength • Past experience• Better quality product• Expert Research & Marketing department• Well trained manpower• Own marketing plant• Adequate storage facility

Weakness

• Budget Constraint• Heavy Focus on International Market

Opportunity• Rising Customer Demand• Flexible Govt. Regulation• Cheap Labor rate • Availability of Raw Materials• Better Transport Facilities

Threats• Political Unrest• Threat of Competitors• Threat of Imitation •Natural Calamities•Price Instability

RISK ANALYSIS

Threat of new

entrants

Bargaining power

of suppliers

Medium

Threat of Substitutes

Low

Who Hurts Whom?

Rivalry among existing

competitors

Medium

Bargaining power of customers

Low

Medium

TARGET MARKET

NRBs ( UAE,USA, UK)

• Foreigners ( Hongkong,Singapore,Malaysia, USAUK)

TARGET CUSTOMERS

Middle Class

Higher Middle Class

COMPETITORS• Vespar International• BHB International Ltd.• Alif International

MARKETING PLAN

UNIQUENESS OF THE PRODUCT

Chemical free

Ready for cook

High preserve value

Smell free

CONSUMER PRODUCT

INDUSTRIAL PRODUCT

EXPORT QUALITY PRODUCT

MEDICAL PRODUCT

MARKETING PLAN

PRODUCT

Fresh dry fish (vacuum packed) in small, medium & large size

MARKETING PLAN

PRODUCT

CONSUMER PRODUCT

INDUSTRIAL PRODUCT

EXPORT QUALITY PRODUCT

MEDICAL PRODUCT

• Poultry• Hatchery • Fish feed• Shark & sting ray leather-shoe making• Fertilizer

MARKETING PLAN

PRODUCT

CONSUMER PRODUCT

INDUSTRIAL PRODUCT

EXPORT QUALITY PRODUCT

MEDICAL PRODUCT

1. Balachao 2. Dried Fish Pickels 3. Dried Fish Starch (soup powder) 4. Dried fish tikki 5. Dried fish Chips 6. Fish fillet 7.Salted dried fish (bombay duck, pomfret, kachki, small shrimp

MARKETING PLAN

PRODUCT

CONSUMER PRODUCT

INDUSTRIAL PRODUCT

EXPORT QUALITY PRODUCT

MEDICAL PRODUCT

1. Balachao 2. Dried Fish Pickels 3. Dried Fish Starch (soup) 4. Dried fish tikki 5. Dried fish Chips 6.Fish fillet

MARKETING PLAN

PRODUCT

CONSUMER PRODUCT

INDUSTRIAL PRODUCT

EXPORT QUALITY PRODUCT

MEDICAL PRODUCT

MARKETING PLAN

PRODUCT

Shark & cord oilShark & cord curry powderVitamin tablet ( cord)

CONSUMER PRODUCT

INDUSTRIAL PRODUCT

EXPORT QUALITY PRODUCT

MEDICAL PRODUCT

• CE certified- European Union.

• FDA Approved- USA.

• BSTI Approved.

MARKETING PLAN

PRODUCTCERTIFICATION

MARKETING PLAN

PRICINGPricing Strategy

Value Added Pricing

Premium Pricing

NAME NATIONALPRICE (IN TAKA)

INTERNATIONALPRICE IN DOLLAR ($)

LAKKHA 1850-2250 24-29RUPCHANDA 1350-2400 17-31LOITTYA 300-450 4-6CHURI SMALL 350-750 5-10CHURI LARGE 300-700 4-9

FATRA 380-490 5-6MATIYA 850-1040 11-13POA 200-400 3-5LAL ICHA (SHRIMP) 450-1040 6-13

MARKETING PLAN

PRICING

MARKETING PLAN

PLACES

Ease of Buying

Vertical Marketing System (VMS)

Easy payment system

TraditionalConcept Our Concept

Fisherman

Production Unit

Packaging unit

Warehouse

Distributor

Customer

Fisherman

Processor

Commission Agent

wholesaler

Retailer

distributor

Customer

MARKETING PLANPLACES

VMS

Superstore

Departmental store

MARKETING PLANPLACES

EASE OF BUYING

MARKETING PLANPLACES

EASE OF BUYINGBooking system

MARKETING PLANPLACES

EASE OF BUYINGBooking system

credit cardvisa debit cardcash

MARKETING PLANPLACES

EASY PAYMENT SYSTEM

MARKETING PLAN

PROMOTION

Company Name and Tag line

Attractive Packaging

Diversified product

Uniqueness of the product

MARKETING PLAN

PROMOTIONAL TOOLS

Month 1-3 Month 3-6 Month 6-12 Year 1 Onwards

Leaflets/Handbills √

Billboards/Hoardings √ √ √ √

Electronic Billboards √ √ √ √

Radio Adverts √ √

TVC √

Newspaper

Internet Adverts

Personal Selling

Trade Shows √ √ √ √

POP Display √ √ √ √

Public Transport Paint

√ √

PROMOTIONAL STRATEGY (LOCAL MARKET)

Month 1-3 Month 3-6 Month 6-12 Year 1 Year 2 Onwards

Leaflets/Handbills √ √ √

Billboards/Hoardings

√ √ √ √ √

Electronic Billboards

√ √ √ √ √

Radio Adverts √ √ √ √ √

TVC √ √ √ √

Newspaper √ √ √ √ √

Internet Adverts √ √ √ √

Personal Selling √

Trade Shows √ √ √ √

POP Display √ √ √ √ √

Public Transport Paint

√

Core Target

Market: NRBs

PROMOTIONAL STRATEGY (INTL. MARKET)

RESEARCH & DEVELOPMENT

Designing new product

Production of 1st prototype

Application for intellectual property rights (IPR’s)

Market research & improvement through 2nd prototype

Sign off

MANUFACTURING

Ring Tunnel

MANUFACTURING

BFRI Fish dryer Model

(BFRI-Bangladesh Fisheries Research Institute)

SOURCES OF FUND

Explanation Taka

Owner’s equity 39393168

Loan 16413820

Potential investors

9848292

BUDGETEDFIXED COST

Particulars Taka

Purchase of land 5000000

Lease of sea cost 3220000

Preliminary expense:Company license feeExport license feeCE certificationFDA Approval

100000350000500000700000

Construction of production plant

3000000

Development of warehouse 1200000

Purchase of Machenaries:Production Packaging

50000001500000

Advances for offices( dhk, ctg, syl) 600000

Office equipment 2000000

Purchase of delivery vehicle 3*3000000

9000000

Purchase of van 200000

TOTAL FIXED COST 32370000

TOTAL FIXED COST= 32370000tk\-

BUDGETED VARIABLE COSTParticulars TAKA

Purchase of raw fish 19600000

Salaries of staff 1776000

Wages of day labourer 1460000

Ice 500000

Electricity bill 480000

Cost of grading & packaging

1500000

Advertisement cost 3000000

Marketing &Distribution cost

5929280

Depreciation cost 500000

TOTAL VARIABLE COST 33285280

TOTAL VARIABLE COST=33285280tk\-

INCOME STATEMENTParticulars Year 1 Year 2 Year 3 Year 4Sales 64400000 68880000 75600000 100800000

(discount) (470000) (595000) (640000) (820000)

Net sales revenue

63930000 68285000 74960000 99980000

- V.C (33285280) (35427385) (37534000) (42836000)

Contribution margin

30644720 32857615 37426000 57144000

- Fixed cost (32370000) (32370000) (32370000) (32370000)

Net operating income

(1725280) 487615 5056000 24774000

SOURCES OF REVENUE

Particulars Amount(%)

Superstore 35%

Departmental store

20%

Export 45%

BREAK EVEN ANALYSIS

Particulars Description Amount

Break even unit 58259 kilo

Break even sales 66998128 taka