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* Dock Yards, Bangladesh Navy, Passenger Ships are the main user groups.

* Market is mostly concentrated in Dhaka and Chittagong.

4.4 Manpower Structure

It is consisted of more than 300 employees of whom about 160 are general workers and the rest are White Collar employees. These employees are working in different factories and depots of the company. The positional hierarchy of the company is as follows:

1. Managing Director

2. Director

3. General Manager (Executive -1)

4. Executive -2

5. Senior Manager

6. Manager

7. Assistant Manager

8. Officer (i, ii, iii, iv) / Management Trainee

4.5 SWOT Analysis

The SWOT Analysis of Berger Paints is presented below:

Strengths

* Corporate image as pioneer in paint industry and one of the leading paint companies of the world

* Wide distribution network

* Rich experience on Bangladesh Paint Market

* Presence in all major segments of the market

* Strong financial base

Weaknesses

* Insignificant presence in the international satellite channels

* Perceived as premium priced company at semi-urban and rural market

* Higher dependence on large dealers

* Consumers' knowledge gap about paints & painting system

Opportunities

* Growing market

* Utilization of positive corporate

* image for corporate diversification

* To popularize economy products at remote market

Threats

* Fierce competition in the Bangladesh market

* Credit-driven market

* Strong command of few dealers in the market through sub-dealer

* Unethical and corrupt practices by the local companies

* Low priced imported products are entering due to trade liberalization

5.1 Existing Situation

The paint market of Bangladesh comprises primarily with urban consumers as the rate of construction and decoration in urban areas is very high compared to that of the semi urban and rural areas. The mix of consumers in paint market encompasses with 80% urban consumers along with 12% semi urban as well as 8% rural consumers ( 5.1).

The demand in the market can be categorized into 4 broader segments based on use - Decorative, Industrial, Marine and Automotive paints. Decorative products are the used in households for beautification of buildings and interiors. This is the biggest among all segments. Industrial products have mainly two types of uses - industrial raw materials and protective or maintenance. But in spite of the dual use, the segment is only 8% of the total demand. Demand for marine products are only 5% and for automotive paints, it is even lesser, only 3%. A detail of the product demand is endowed in 5.2.

Decorative products can be further categorized into a few clusters depending on the type of product, surface of application and r本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。