The document is a term paper submitted by Rashida Akter to Anup Kumar Saha at Jagannath University on managing profitable customer relationships and partnering to build customer relationships at Rifat Traders. It discusses Rifat Traders, a sole proprietorship home cleaning products business established in 1980. It outlines their products and marketing strategies, including implementing the marketing concept of customer orientation. It also discusses their supply chain management, societal marketing activities, business portfolio analysis using BCG matrix, market segmentation, targeting, positioning, and SWOT analysis.

1. Term Paper
on
“Managing Profitable Customer Relationships and Partnering to build Customer
Relationship– A study on Rifat Traders”
Submitted to:
Anup Kumar Saha (ACMA)
Assistant Professor
Department of Accounting and Information Systems
Faculty of Business Studies
Jagannath University
Submitted by:
Rashida Akter
Class- MBA
Section- B
Jagannath University

2. Rifat Traders
• Rifat Traders is a large organization
in our local market.
• It is a sole proprietorship business.
• It has been continuing since 1980.
• It is an eminent organization in
manufacturing and supplying Home
Cleaning Products.

3. Products offered
Features:
• Durable
• Long lasting
• Reliable
• Premium finishing
• Time saving
Cobweb Brush

4. PP Duster
Features:
• Superior built
• Light weighted
• Less time consuming
• Long lasting
• Reasonable pricing

5. Soft Cobweb Brush
Features:
• Easy to handle
• Durable
• Time saving
• Light weighted

6. Cobweb Cleaning Brush
Features:
• Time saving
• Reliable
• High quality
• Durable
• Reasonable price

7. Carpet Brush
Features:
• Time saving
• Reliable
• High quality
• Durable
• Reasonable price

8. Implementation of Marketing
Concepts
The organization is obeyed the marketing concepts. This concept
is based on three criteria:
– Customer orientation
– Coordinated marketing function and
– Profit through customer satisfaction
Here the organizational management function is:
--- continuous and intensive market research to find out the needs
of the markets.
--- integrate the marketing functions to serve the market most
satisfactory.
--- long-run market plan to attain the business objectives.

9. Integrated Marketing Programs
1. - Organizational culture
2. - Four P’s
3. - Advertising
4. - Online/internet marketing
5. - Sales & customer service
6. - Public relation

10. Structure of Supply Chain Management

11. Societal Marketing Activities
• Using the paper in order to packaging
• Arrange the dust container
• Use the jute materials and bamboo sticks
• Converted unemployment land and labor into
employment.

12. List Business Portfolio (SBUs)
• Manufacturer of duster and rug
• Manufacturer of Domestic Floor Wiper
• Manufacturer of high quality jute carpet
• Importer of carpet

13. Evaluation of SBUs by BCG Matrix
13
Question Marks
• High growth, low share
• Build into Stars/ phase out
• Requires cash to hold
market share
Stars
• High growth & share
• Profit potential
• May need heavy
investment to grow
Cash Cows
• Low growth, high share
• Established, successful
SBU’s
•Produces cash
Dogs
• Low growth & share
• Low profit potential
Relative Market Share
High Low
MarketGrowthRate
LowHigh

14. Market segmentation

15. Market Targeting and Positioning
The target market of the organization is female and household
worker who live urban, suburban, and rural areas
Positioning Map
57%
28%
15%
Rifat
traders
Nojrut
Brothers
Dhaka
Traders

16. SWOT Analysis
Strengths
•High quality product
•Keenly lower competitive price
•Strong distribution channels
•Skilled Management
•Market leader
Weaknesses
•Lack of working capital
•Problems to maintain quality
•Imported raw materials
•High price
•Lack of automated machines
Opportunities
•Day by day enhancing product’s
demand
•Labor endowment
•Government tax incentive s
•Increases uses
Threats
•Keenly competitive market
•Rapid changes of model
•Technological change
•Natural disaster
•Political imbalances