Organisational Performance and Buyers Perception Analysis

Duncan Brothers (Bangladesh) Ltd. is known as the leading tea producer of the country since its commencement in 1858. During last more then 150 years, it has hold of 16 tea gardens producing 12M Kg of Tea per annum about 20% of the country's Tea production and 13 tea garden produces significant amount of rubber which is about 800 metric ton per annum. Form the study it observed- Strong Brand Image, Quality Product, Competitive Price & Social Welfare as the Duncan's organizational strength and Weak Marketing Effort. No feedback from bottom level employees, less emphasis on advertising are found as its internal weakness. It also illustrated that the product quality, strong brand value, hygiene and safety, ISO standards, availability on demand etc are the salient features behind buyers preferences, motivation and impulses of satisfaction towards the Duncan's products. At end of the project works the study recommended to be focused on increase productivity to ensure higher revenue, marketing department should take more initiatives to improvise its product selling and keep good liaison with buyers, put more emphasize product advertisement and keep improvement on its products quality.

Autorentext

Md. Iqbal Hossain, Obtained B.Sc. (Hons) & MS in 2008 & 2011 in Forestry from IFESCU, University of Chittagong, Bangladesh. He has also completed Commonwealth Executive MBA, Under Commonwealth of Learning in 2015. Professionally he is a tea planter & working as Assistant Manager in Duncan Brothers (Bangladesh) Ltd.- An associate of Camellia PLC,Uk.