Analysis of Sales Performance of RB Group Walton

Walton Bangladesh Limited has a great potential growth in the country as a leading national brand with a national image. Walton provide quality product with reasonable price. They provide their service to customer with carefully, so they capture market perfectly. In this report here find out and analysis the monthly sales output based on sales performance of Walton. Here also discuss of the sales performance and also some general comments and suggestions that the company may take them as to improve the lacking and to achieve its desired goals and objectives in the future.

Introduction

Today with technological advancement human race has achieved what few years back were impossible. Electronics product is the source of refreshment to human life. When electronic company was first introduced their product in Bangladesh, it was an expensive and fashionable item. But now its price has also gone down considerably and more people in the society can afford it. At present there are several marketers who are offering their product in the electronic market. Among them Samsung, Butterfly, Singer, Konka, Butterfly are most widely known brand. And Walton is one of the leading electrical and electronics manufacturing company in our national market. Walton is basically a Bangladeshi brand with a national image. In Bangladesh it is targeting the niche market for their home appliance products commencing their marketing strategy as of their high quality and reasonable products. They do not do their marketing for a particular group of people; they do their marketing those who has the ability to buy their products. Since the standard of living of people in our country is going up, everybody is aware about a brand of a product and wants to buy a qualitative product for a longer period of time. Walton industry is trying to buildup a better basement with better technology.

Since the real life business situation is always very complex and competitive, every business has to face the intense competition and those who can successfully operate within this critical situation can become the blue cheap. To stay and increase the pace in the business track, the perception and brand awareness is very important.

Origin of the study         

This report has been made as the course requirement of Internship in BBA course. The topic for this report has been chosen by my both supervisors, organization’s supervisor Mr. Shamim all mamun, Assistant Managing Director of Walton High-tech Industries Limited and institutional supervisor Mr.Shajedul alam, senior Lecturer, Faculty of Business Administration. This report contains the sales performance between direct sales & distributor sales.

Purpose of the study

Purpose of the report is to study on the sales performance between direct sales & distributor sales.

Methodology of the study

This report is a informative type of report. Information used to prepared this report has been collected from formal & informal way which together provide more comprehensive information.

Products of Walton and Marcel:

  • Refrigerator & Freezer
  • Motorcycle
  • Air conditioner
  • Television (CRT, LCD)
  • DVD Player
  • Microwave & Steam Oven
  • Domestic and Industrial Generator
  • Manganese & Alkaline Battery
  • Upcoming Project: Computer LCD Monitor, Laptop, Car, two doors Refrigerator

Walton Hi-Tech Industries Ltd. – A sister concern of R.B Group is the pioneer of Television, Refrigerator, Freezer, Air Conditioner and Motorcycle Manufacturing Technology in Bangladesh. R. B. Group is the country’s top business Group in electrical and electronics, Automobiles, and Home appliances using the brand name WALTON.

The company has been running its business with a great reputation since 1977 Establishment of Walton HIL to Manufacture Refrigerator & Freezer, Air Conditioner and Motorcycle etc. in Bangladesh is a milestone in the path of success and reputation of the brand WALTON. Walton HIL has introduced first advanced research and manufacturing technologies and equipments for household & commercial Refrigerator & Freezer, Motorcycle and Air Conditioner etc. in Bangladesh.

Walton HIL is furnished with strong Research & Development (R&D) Division comprising of a large team of dedicated highly skilled engineers & technical personnel from home and abroad.

Walton Hi-Tech Industries Ltd. has its own Mold & Die making section, high precision molds & dies are made by the help of the state-of-the-art VMC, CNC Wire-Cut, EDM etc. machines. The company has three Poly Urethane Foaming Plants, three Thermoforming (Vacuum forming) Units; highly equipped Metal Forming Units with Powder Coating, Nickel-Chrome Plant & Die-Casting Section, and Robot operated Injection Plastic Molding Plant, Highly equipped Test Lab, Printing & Packaging Section etc. Walton HIL always emphasizes on supreme priority in achieving customer satisfaction. The company always ensures product quality and renders the innovative latest technologies in its products. It has a complete experienced professional engineering team combined with both home and abroad to serve the valued customers.

Mission, Vision & Objective of Walton Bangladesh Limited

Mission:

“To grow and increase value by implementing advanced technologies, new products and services to provide excellent solutions to satisfy customers’ requirements.”  

Vision:

“To provide the best solution and equipment to customer.”

Goal:

“To achieve market leadership, profitability, good corporate citizenship and a sustainable growth.”

Objectives:

“The main objective of the company is to increase the market share in related diversified products and solutions in Bangladesh and to assure the potential customers of the quality and durability of the products. Although the products are a bit highly priced but it is the best bargain that money can buy.”   

Overview of Walton Bangladesh at a glance

Walton is one of the leading electrical and electronics manufacturing company in our national market. Walton electronic product is basically a Bangladeshi brand with a national image. In Bangladesh it is targeting the niche market for their home appliance products commencing their marketing strategy as of their high quality and reasonable price. They do not do their marketing for a particular group of people; they do their marketing those who has the ability to buy their product. Since the standard of living of people in our country is going up, everybody is aware about a brand of a product and wants to buy a qualitative product for a longer period of time. Thus, consumer perception and brand awareness for electronic product is now become a vital aspect when purchasing a electronic product

Import &export of RB group [Walton]        

Walton import a big quantity of Electronics Consumer Goods, Automobiles and Industrial Raw Materials from different countries including our great country China. They also import some parts fr0m Malaysia. Our “WALTON” Brand Electronics and Electrical Home Appliances ( Color TV, Refrigerator, Air-Conditioner, Microwave Oven Etc.), Motor Cycle, Generator have big market share in Bangladesh.

RB Group of Companies Ltd, a leading electrical, electronics and automobile manufacturing and marketing company in Bangladesh, will export Walton brand refrigerators and motorcycles to Malaysia.

The local company has recently signed an agreement in this connection with famous Malaysian company ‘Aget Group’ at its office at Menara Safun Tower in Kuala Lumpur. Under the agreement, in the primary stage the Malaysian company will import 0.1 million (one lakh) refrigerators and 50,000 motorcycles every year.

Walton Adviser Mizanur Rahman and Chairman of Aget Group Sultan Abdul Kadir signed the agreement on behalf of their respective sides. Walton Director (Finance) Abul Basar Howladar, Managing Director of Seven C Resources Matiur Rahman, Managing Director of Deen Metal Industries Ahmed Ali and General Manager of Aget Group Engineer King

Lee was also present in the signing ceremony.

Way of business operation

They operation their business in 3 way

  • Corporate network
  • Showroom network
  • Dealer network

Corporate network

Corporate Sales Plan:

Operation Policy:

Corporate sales operation through area wise-

  • Gulshan
  • Mirpur
  • Uttra
  • Dhanmondi
  • Motijheel
  • Mogbazar
  • Azimpur etc. of Dhaka

Corporate slogan of Walton:

Walton have corporate slogan. Those are –

  • Amader ponno.
  • Walton at every home

Jobs of Corporate Team:

  • Target organization by segment
  • Meeting Fix up
  • Introduction Letter
  • Invitation Letter
  • Agreement Letter (Enlistment, HR, Personal level)
  • Offer Letter

Jobs of Corporate Team:

  • Visiting Card, Latter head pad, Envelope, Product Catalogue, Corporate presentation
  • E-mail Address, Web site etc.
  • Clients Database
  • Periodically Communications (E-mail, SMS, Corporate gift etc.)

Focus or Vision of Corporate Sales Team:

  • Cover all the area of Dhaka city
  • Establish all corporate sales point very strongly
  • Start to job in a new sales point after covering old sales point
  • The sales point will be covered with a strategic plan

Corporate Culture

The Corporate Culture of Walton follows conservative style. The corporate culture of Walton states that they prefer experienced and aged personal rather then young people.  The overall corporate culture of the company is conservative and they follow it in their recruiting and promotion in the management sector. This conservative corporate culture has a great influence on the product image. The company doesn’t encourage a young, fresh new comers in the management and with that the so-called “Crazy ideas”. But because of this negative attitude toward the crazy idea the company is lacking in creating new dimension for the product and promotion.

SWOT Analysis of WALTON:

Every organization is composed of some internal strengths and weaknesses and also has some external opportunities and threats in its whole life cycle.

Strengths

  • Wider product range
  • Strong local presence
  • Quality products at low price
  • Comprehensive knowledge of the total market and client

Opportunities

  • Achievement of sales growth through introduction of new products.
  • Increase of sales in major cities.

 Weaknesses

  • Lack of skills men power
  • Proper monitoring problem facing in marketing activities
  • Week distribution Channel
  • Less organized distribution
  • Less compliance to market demand
  • Lack of after seals service transportation problem

Threats

  • Unethical competition prevailing in the market
  • Political unrest hamper sales
  • Entry of more competitors in the market
  • Change of customer’s demand

Project Part

Introduction of project Part

Today with the technological advancement human race has achieved what few years back were impossible. Electronic products are the source of refreshment to human life. At present there are several companies who are selling their product with different selling policies in the market. Among them Samsung, Butterfly, Singer, Konka, Butterfly are most widely known brand. And Walton is one of the leading electrical and electronics manufacturing company in our national market. Walton is basically a Bangladeshi brand with a national image. In Bangladesh it is targeting the niche market for their home appliance products commencing their marketing strategy as of their high quality and reasonable products. Walton industry is trying to buildup a better basement with better technology.

Objectives of the Report

There are two types of objective behind conducting this report. These are as follows:

Broad objective:

The broad objective of this report is to discourse about sales performance of RB group.

Specific objectives:

The specific objectives for this report are as follows:

  • To find the sales policy.
  • To find number of total plaza or number of total distributors.
  • To find the installment policy.
  • To find out the commission structure.
  • To find out the monthly sales amount of Walton plaza.
  • To find out the monthly sales amount of Walton didtributor.
  • To find out the most selling product of Walton plaza.
  • To find out the most selling product of Walton distributor.

Sales policy of RB group:

They have 2 sales policies to operate their business-

  • Direct sales ( plaza network)

RB group operate their direct sales through the plaza network

  • Distributor sales ( dealer network)

RB group operate their distributor sales through dealer network

Selling policy of Walton plaza

Walton sale their product in 2 way

  • In cash
  • Monthly installment

Monthly installment policy:

 10 month closing

Model name

     TV                

    MRP

With VAT

Cash

Rebate

Cash

Price

Hair

value

Down

payment

 

Balance

Monthly

installment

22L19-LCD26,3941,49424,90030,61712,24718,3701,837

10 month closing

Model name

Refrigerator

    MRP

With VAT

Cash

Rebate

Cash

Price

Hair

value

Down

payment

 

Balance

Monthly

installment

    Fresh cool[D]145lt20,3521,15219,20023,6089,44314,1651,416

10 month closing

Model name

Generator

    MRP

With VAT

Cash

Rebate

Cash

Price

Hair

value

Down

payment

 

Balance

Monthly

installment

Solex-100014,41681613,60016,7236,68910,0341,003

10 month closing

Model name

Air condition

    MRP

With VAT

Cash

Rebate

Cash

Price

Hair

value

Down

payment

 

Balance

Monthly

installment

KF 500WG/B [1.5] split52,8942,99449,00061,35724,54336,8143,681

12 month closing

Model name

Motor cycle

    MRP

With VAT

Cash

Rebate

Cash

Price

Hair

value

Down

payment

 

Balance

Monthly

installment

Xplore1,028205,82097,0001,1927141,74577,5266,461

Monthly Installment Formula:

Cash price 6% =cash rebate

Cash rebate + Cash price =MRP

MRP 16% [     ] +MRP =Hair value

Hair value 40% = Down payment

Hair value – Dawn payment =Balance

Balance /10month =Monthly installment

 Most selling product of plaza network:

The most selling product of Walton plaza is refrigerator. Monthly they sale almost 20000 refrigerator in Bangladesh.

  • Market Segments of refrigerator
Market Segment (price wise)Percent
Below Tk.10,00055%
Tk.11,000- Tk.20,00023%
Tk.21,000-Tk.30,00012%
Tk.31,000-Tk.40,0005%
sAboveTk.40,0005%

 [Segmentation of Refrigerator Market with price]

Information about Dealer network [Distributor sales]

Types of dealer:

Walton has two types of dealer

  • Exclusive dealer
  • Non exclusive dealer

Exclusive dealer: Those who distributor only sale Walton product they are known as exclusive dealer. They are get extra 2% commission

Non exclusive dealer:  Those who distributor sale different product with Walton product they are known as non exclusive dealer. They cannot get any extra commission

Number of total dealer:

In Bangladesh RB group have total 950 Dealer. 245 dealer is exclusive & 705 is no exclusive dealer. Area wise they allocated their distributor channel In 11 zone.

Zone area of distributor

SL       Zone name                  District
01Dhaka northDhaka north, Gaziur
02Dhaka south & EDhaka south& E, Munshigonj
03Dhaka westDhaka west, Manikgonj
04BogoraSirajgonj,Rangur,Kurigram,
05RajshahiPabna,Natore,Dinajur,
06JossoreRajbari,Kustia,Magura,Khulna
07MymensinghSherpur,jamalpur,Tangail
08SylhetSunamgonj,Moulovibazar,Hobigonj
09ChittagongCox,s bazar,Rangamati,Feni,
10ComillaB.baria,Chandpur,Nokhali
11BorishalFaridpur,Bhola,Barguna

Area wise Dhaka zone becoming the highest seller zone from last few months. Last month selling capital of the Dhaka zone is up to 280 million.

Selling policy for Walton distributors

Walton sale their product in 2 way

  • In cash
  • In credit

Commission structure for distributors:

 Average =Previous 3 month collection / 3

Average .collection .Cr %. For commission = Ave/Due multiply 100

For electronics product

                              DescriptionCommotion %
If the credit collection balance is 49% -50% then dealer get      2%   com:
If the credit collection balance is 74% -75% then dealer get      3%   com:
If the credit collection balance is 99% -100% then dealer get      4%   com:
If the credit collection balance is 0 in end of the month then      5%   com:
 For cash       6%   com:
Exclusive dealer [frizzed & frizzier] dealer get extra %       1%   com:
Exclusive dealer [all product]dealer get extra %        2%   com
For self transport        1%   com

For motor cycle

                              DescriptionCommotion %
If the credit collection balance is 50% -74% then dealer get      3%   com:
If the credit collection balance is 75% -99% then dealer get      4%   com:
If the credit collection balance is 0 in end of the month then      6%   com:
 For cash       7%   com:
Exclusive dealer get extra %        2%   com
For self transport        1%   com

Most selling product of dealer network:

The most selling product of Walton dealer network is refrigerator. Monthly they sale almost 30000 refrigerator in Bangladesh.

Industry Key Success Factors

  • Quality of the product should be high with attractive features.
  • Price should be affordable and competitive
  • Distribution channels should be recognized
  • Promotional activities should focus on brand equity and image and it should have association with lifestyles of local people.
  • Highly skilled sales force with managerial experience is required to do quality control.
  • After sale service and warranty should be provided.

Competitors: competitors can be defined as two ways-

  • Direct competitors
  • Indirect competitors

In Bangladesh Walton basically do not have any competitors who can compete directly with them according to their Brand and price. They are the only one Manufacturer in Bangladesh refrigerator market and so that they have lots of advantage.

But they have many indirect competitors who are exporting from International Market, competing with them indirectly by having not the similar quality product in the market but they are offering attractive price with new features. The names of the competitors are- Samsung, Singer, Toshiba, sharp, konka, Butterfly etc. some of them are assembled in china at a cheaper cost.

  • Marketing Strategy:

In Bangladesh it is targeting the mass market for their home appliance products commencing their marketing strategy as of their high quality and reasonable products. They do not do their marketing for a particular group of people; they do their marketing those who has the ability to buy their product. For that they are offering free installment and after sales service. For refrigerator they provide 5 years sales service without payment.

Promotion:

As for promotional campaign Walton

  • Distribute the brochures to the customer by going door to door.
  • Give their advertisements on the TV, Newspaper, and Billboard.
  • Participate in DITF every year.
  • Sometimes give mobile phones while purchasing their product.
  • Arrange many fair in different time period.

Recommendation

As Walton is one of the reputed company in Bangladesh, there are very little to recommend about there product or services.

  • Most of the people like to purchase Non-frostier refrigerator. So, Walton should make Non-frostier refrigerator.
  • Walton should provide quick delivery and sales service after selling the product.
  • DITF is one of the important place where people come together to buy refrigerator at discount price. So, Walton can motivate their customer by giving discount price.
  • Walton has a good possibility to get a leading position in the refrigerator Market in Bangladesh because of its brand name reputation. But there have a threat of start entering the new electronics company in the national market. To keep them leading in the electrical industry and to compete with others they have to make it well known and available toward all the people that whenever anybody would like to buy refrigerator they will only think about Walton brand. And if they can use the right promotional strategy they would be able to increase their market share.

Conclusion

Walton Bangladesh Limited has a great potential growth in the country as a leading national brand with a national image. The consumers’ behavior towards Walton is very positive and their satisfaction level is good. They make a good place in electronics market especially in refrigerator market. The consumers of refrigerator are preferred Walton refrigerator most. The consumers believe that Walton provides high quality product with reasonable prices in case of Walton refrigerator. Consumers of refrigerator mainly get information from the TV commercial.

To achieve the leading position and success, lot of improvement is required for every divisions of it. As electronics product became essential for the consumer day by day, many marketers are coming with this product in this electronic industry. So that it has also become a competitive market for Walton in spite of having a good brand image and local presence in Bangladesh. They should also take much more attention and careful action to establish its product line in the market. Also should be identify their customer’s behavior and keep the commitment with them strongly. To build a positive perception and awareness among the consumers about their product they have to be stronger in their promotional activities and should maintain a good relationship both internally and externally in their corporate life.

Finally I can conclude that Walton is one of the leading companies in Bangladesh with a national image. They provide quality product with reasonable price. They provide their service to customer with carefully.