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.