International Marketing Plan – Entering into Stationary market of Bangladesh


International Marketing Plan – Entering into Stationary market of Bangladesh 

(Atlas in Bangladesh)

Word count – 2825


Strategic Marketing Plan for an overseas market 


  1. Select a brand of your choice and evaluate the current marketing strategy, i.e. where are they now and how is it performing in terms of Key Performance Indicators (KPIs) and in relation to market facts and figures and the competitive context.
  2. Develop a strategic marketing plan for this company for the next two years that will set its brands apart from competition and grow top-line, bottom-line, and market share while delivering superior consumer value compared to competition in a selected overseas market. Justify the overseas market selection criteria.
  3. Students are expected to submit a fully-fledged marketing plan including objectives, strategies, Segmenting, targeting, and positioning, implementation details with time frames, budgets required, and expected results (Key performance indicators based on marketing objectives). Make sure that you have included the key points of digital marketing for this brand in an overseas market.
  4. Students are required to submit volume and value forecasts, profitability and market share forecasts, together with projected financial statements along with assumptions to justify their plan.
  5. You are strongly advised to familiarize your-self with the market situation in relation to your brand, consumer behavior / needs and the competitive situation before attempting this assignment. You are expected to conduct secondary research (collect already available information) about your target consumer behavior in relation to your brand and that of competition.  You may also include primary research (e.g. survey using Google forms to obtain consumer feedback on your chosen brand relative to that of competition.

Demonstration of relevant knowledge/understanding of the current position of the brand (10%). This section includes a good understanding of the market (Category that the brand competes, market size (volume and value), growth, consumer behavior and competitor analysis, and pricing, profitability, and value propositions and market shares of competitors, and your brand. Also its present positioning compared to competition).

Construction of the PLEST & SWOT analysis and identification of workable opportunities (15%). Remember, opportunities need to be quantified.

Quantification of opportunities via setting marking objectives (15%).

Strategy development and justification. This part includes segmenting, targeting and positioning (STP) (40%). Clearly demonstrate how you propose your chosen brand take advantage of unmet consumer needs or satisfy consumer needs better than existing competitors. You will need use secondary marketing research data to justify your recommendations.

Development of an execution plan and marketing budget (10%).

Identification of KPIs and suggested plan for performance management. (10%).

Additional information

Table of Contents

Executive Summary
1.0 Situation analysis
1.1 Market size and growth stationary market in Bangladesh
1.2 Consumer behavior of Stationary market in Bangladesh
1.3 Value proposition
1.4 Competitor analysis of Stationary market in Bangladesh
2. 0 Micro environment analysis in Stationary market in Bangladesh
2.1 PLEST analysis of Bangladesh
2.2 SWOT analysis of Atlas
3.0 Marketing objectives
4.0 Segmentation, targeting and positioning
4.1 Segmentation of stationary market in Bangladesh
4.2 Targeting
4.3 Positioning of stationary brands in Bangladesh
5.0 Marketing plan and budget
6.0 Forecasted profit and loss
7.0 Monitoring and evaluation
8.0 Conclusion


Executive Summary
In this report, it is comprehensively analyze the marketing plan for Atlas for next two years in overseas market. Atlas is the leading school and office stationary provider of Sri Lanka. Atlas Axillia Company (Private) Limited is the subsidiary of Hemas Holdings. Bangladesh is selected in this marketing plan as overseas market to introduce Atlas products as a completely new brand.
Marketing objectives of this report focus on covering both financial and non-financial objectives such as achieving 10% market share of Bangladesh’s stationary market at the end of second year, achieving BDT 1700 million revenue in Bangladesh market in 2023, Introducing 20 new products in 2023 and completing 16000 training hours to train sales and marketing team within two years.
This report identifies five main customer segments and characteristics of them. It is recommended to focus on preschool, primary, secondary and university segments as primary target segments and professional as a secondary target segment. Further, this marketing plan recommends to follow cost differentiation strategy in new market by following value based pricing strategy by considering market opportunity for superior quality products for affordable prices.

1.0 Situation analysis
This is a fully fledge marketing plan including objectives, strategies, Segmenting, targeting, and positioning, implementation details with time frames, budgets required, and expected results. Atlas offers huge range of products in school and office stationary category. Company offers products in nine categories which are books, pens, color products, school products, office products, bags, bottles & boxes, highlighters & markers and paper products. In Sri Lanka, Atlas is the market leader with an island wide market presence which cover 51% of the market. Sri Lankan stationery market is growing at 10% rate. Considering market domination, Product development and market development are the main growth strategies of Atlas. Company currently offers more than 300 different types of products. Considering market development, company consider enter to the international markets such as Bangladesh.

1.1 Market size and growth
In Bangladesh, school and office stationary market size is estimated as BDT 17 billion (Sohel, 2021). It is one of the highest growing markets which records 15% annual growth rate (Sohel, 2021). 55% of market demand is fulfilled by local companies and 45% of demanded is covered by imported products (Sohel, 2021). School stationaries are the main product category which has the highest demand.

1.2 Consumer behavior
There are two main product categories which are school stationeries and office stationaries. There is steady demand for office stationeries throughout the year. December and January are the peak time for school stationaries which has huge demand. Instead of B2C business model, corporate customers purchase office stationaries directly. Brand loyalty is high specially in school stationary categories. Purchasing decision is made based on quality, price, design, convenience and verities.
1.3 Value proposition
Atlas offers the value for money which providing quality products for affordable prices. Company deliver superior products with the highest level of quality and innovation. Atlas uses cutting edge of technology to improve product quality and improve process efficiency to deliver product for affordable prices. Atlas is accredited by ISO 9001:2015 and 14001: 2015 for quality management and environment management (Hemas, 2020).
1.4 Competitor analysis
There is moderate competition in Bangladesh stationary market. Bangladesh companies are key players of the market and many imported products are also available in the market. Key players of the market are analyzed in below table.