Bachelor Thesis

American International University-Bangladesh (AIUB)
INTERNSHIP REPORT ON
Customer Satisfaction Level of Artifact Trading Limited

An Internship Report Presented to the Faculty of Business
Administration in Fulfillment of the Requirements for the Degree
Program of Bachelor of Business Administration

Supervised By:
Mr. AKM Kamrul Haque
Assistant Professor
Management Department
Faculty of Business Administration

Submitted By
MD Khairul Islam
ID # 06-07345-3

Date of Submission: 15/08/2010

INTERNSHIP REPORT ON
Customer Satisfaction Level of Artifact Trading Limited

Letter of Transmittal

Date: August 15, 2010

To
Mr. R. Tareque Moudud
FCMA, Director,
Office of Placement & Alumni (OPA),
American International University - Bangladesh
Sub: Submission of Internship Report on “Customer Satisfaction Level of Artifact
Trading Limited”

Sir,
With immense pleasure, I am submitting my internship report on “Customer Satisfaction
Level of Artifact Trading Limited”, which was assigned to me as a part of my bachelor
degree program. Despite some limitations, I tried my best to make the report an inclusive
one.

May I, therefore, hope that you would be kind enough to accept my internship report and
oblige there by.

Thanking You

Sincerely yours,

MD Khairul Islam
ID # 06-07345-3
Major: Marketing

Letter of Endorsement

The Internship Report entitled “Customer Satisfaction Level of Artifact Trading Limited”
has been submitted to the Office of Placement & Alumni, in fulfillment of the requirements
for the degree program of Bachelor of Business Administration, Major in Marketing,
Faculty of Business Administration on August 15, 2010 by MD Khairul Islam, Id # 0607345-3. The report has been accepted and presented to the Internship Defense Committee
for evaluation.
(Any opinions, suggestions made in this report are entirely that of the author of the report.
The University does not condone nor reject any of these opinions or suggestions).

______________________

“Mr. AKM Kamrul Haque”
Internship Supervisor

Acknowledgement

At first I would like to thank almighty, who provided all the supports to make it
completed and meaningful. In the beginning it wasn’t so easy for me to understand the
trading activities, but thanks to the Human Resource Division of Artifact Trading Limited
for their continual support and help. Their affirmative approach created a big impression
in my mind in order to complete this report successfully. I express my earnest thanks that
go out to them. To facilitate this report, I had to have authentic information from reliable
sources. This report also stands on the basis of such efforts. I am also thankful to the
Office of Placement & Alumni, and also to Artifact Trading Limited for arranging such a
program from which I have learned a lot of things. At the very outset, I would like to
express my profound gratitude and respect to my honorable supervisor, Mr. AKM Kamrul
Haque, for his valuable time and essential guidance. His continuous supervision has
inspired me to make a more practical report.

To prepare this report, I have received active cooperation from Mr. Aticur Rahman; the
General Manager of Artifact Trading Limited. I am also grateful to Mr. Bellal Hossain,
the Managing director of Artifact Trading Limited, for ensuring such a friendly working
environment. I do express my heartfelt gratitude to all the executives of Artifact Trading
Limited for their everyday monitoring, supervision and utmost assistance during the
Internship period.

However, this report also suffered from many shortcomings. In addition, I have exerted
my best effort in preparing this report. I cordially seek excuse for the errors that might
have been occurred in spite of my best effort.

I

Executive Summary
Artifact Trading Limited is one of the fast growing trading companies in Bangladesh. The
company was incorporated in the beginning of 2008 under the trading company act 1991.
In the middle of 2008, it has started its business operation in Bangladesh with a Chinese
chemical producer company called “ZhongShan Haujie”. In fact, Artifact Trading
Limited is the only authorized distributor for all kinds of products developed and
produced by ZhongShan Haujie. This report will mainly focus on the Customer
Satisfaction Level of Artifact Trading Limited as well as their general business activities.
At this point, it has been tried to identify their quality management process, after sales
service, delivery on time performance. In favor of enhanced understanding their
operational activities, I had to define their integrated supply chain process and how they
maintain to fulfill it.

The ready-made garments sector of Bangladesh is growing rapidly and constantly. The
market demand of Bangladeshi ready-made garments is increasing very fast throughout
the world. For that reason, manufacturers do not have time to buy the underdone materials
directly from the producers. In the same manner, producers of untreated materials are also
busy with their own nuisance. Therefore, trading companies play an important role for
both types of manufacturers. The trading sector of Bangladesh contributes a lot to the
national economy, and also helps reducing the redundancy rate. They are playing a
crucial role in both importing underdone supplies and also exporting finished
commodities. They are acting like a channel or route by which local manufacturers are
connected with international markets.

Artifact Trading Limited has been operating its business activities for more than two
years in trading sector of Bangladesh. Within that time, it has achieved an excellent
reputation and eminence in the trading sector. The vision of Artifact Trading Limited is to
be the most admired and trusted organization through excelling in everything they do,
following ethical business practices, and adding value to their customers.

II

Table of Contents
Particulars
Chapter 1
 Company Overview
 Mission
 Vision
 Values
 Company objectives
 Product list
 Corporate customer list
Chapter 2
 Introduction to the Study
 Rationale of the Study
 Statement of Problems
 Scope and Delimitation of the Study
 Objectives of the Report
 Methodology of the Study
Chapter 3
 Direct Marketing
 Successful Direct Marketing for Artifact Trading Limited
 Direct Marketing Medias
Chapter 4
 Measuring customer Satisfaction
 Defining Customer Satisfaction
 Objectives behind Customer Satisfaction
 Understanding differing customer attitudes
Chapter 5
 Analysis and Interpretation of Data
Chapter 6
 Major findings
Chapter 7
 Recommendation

Page
1-16
1
2
2
2
3
7
16
17-19
17
17
18
18
18
19
20-23
20
21
22
24-27
24
25
26
27
28-54
28
55
55
56
56

Chapter 8
 Conclusion
Chapter 9
 Bibliography
Chapter 10

57
57
58
58
59-63

 Appendix

59

III

1.1 Company Overview:

The Artifact Trading Ltd. has been formed on 2nd of March in 2008; it’s a joint-venture
company founded by Mr. Nuruzzaman Bhuiyan and Mr. Bellal Hossain. It has become one
of the emerging trading companies in the trading sector of Bangladesh. The company is
doing business with 50 full-time employees. To provide adequate sales support, Artifact
Trading Ltd. has extensive network throughout the country with full-fledged office in Dhaka
located at Elephant road. The expansion of garments industry demands good quality of
chemical material for their product’s finishing. It is necessary for a garment company to
ensure that all used chemicals are harmless & suitable for human beings, in terms of their
buyer’s requirements. For that reason Artifact is committed to provide harmless & suitable
chemical materials for Bangladeshi garments companies.
Zhongshan Haujie Chemical Company is one of the biggest industrial chemical producers in
China. This company has a wide range of network throughout the world. In the end of 2007,
Mr. Nuruzzaman Bhuiyan and Mr. Bellal Hossain had an unofficial meeting with the high
officials of Zhongshan Haujie Chemical Company which took place in China. Somehow in
the beginning of 2008 they came up with an agreement which was about the sole
distributorship of Zhongshan’s products in Bangladesh. Artifact Trading Ltd. is the only
authorized company in Bangladesh for distributing Zhongshan’s chemical products. From the
beginning to yet, Artifact is playing a vital role in the trading sector of Bangladesh. Time
after time, the company is growing rapidly & already acquired a good number of frequent
corporate customers. Artifact is continuously trying to improve their sales service so that it
can expand its market share. The company is promised to launch new product for other
industry also. Artifact is always concerned about their customers’ demands and expectations.
The company is well known for better sales service, full flagged employees & on time
delivery of products.

1

1.2 Mission:
 To provide high quality product to customers.
 To set high standards of integrity.
 To improve profitability by 20% in every year.
 To achieve zero defect by adopting an advanced process of quality management.
 Continuous cost improvement.
 To ensure performance oriented culture for employees.

1.3 Vision:
Artifact Trading Ltd. has passed more than two years in trading sector of Bangladesh. Within
this time the company has achieved a good reputation and position in trading sector of
Bangladesh. The vision of Artifact is “To be the most admired and trusted organization
through excelling in everything they do, following ethical business practices and adding
value to our customers”.

1.4 Values:
Artifact Trading Limited has several values by which they try to satisfy their customers and
try to achieve our organizational goals. There are four specific values which are:  Integrity in all their dealings.
 Excellence in everything they do.
 Total commitment to customer satisfaction.
 Thinking ahead and taking new initiatives.

2

1.5 Company Objectives:
 To maintain contact with customers and fulfill their requirements in terms of
achieving customer satisfaction.
 To achieve increased profitability and long term customer relationship.
 To maintain a competitive advantage and increase the market share.
 To minimize customers’ complaints
 To enhance employees’ contribution by continuously improve their skills.
 To improve the quality policy gradually

1.6 Company Strategies:
 To strive for customers’ best satisfaction and earn their confidence.
 To manage and operate the organization in a most effective manner.
 To identify customers’ needs and monitor their perception towards meeting
those requirements.
 To review and updates policies, procedures and practices.
 To enhance the ability for extending better services to the customers.
 To train and develop all employees and provide them adequate resources so that
the customers’ needs are reasonably addressed.
 To promote organizational efficiency by communicating company plans,
policies and procedures openly to the employees in a timely fashion.
 To develop a congenial working environment.
 To diversify portfolio both the retail and wholesale markets.

3

1.7 Quality Policies:
Artifact Trading Ltd. is totally committed to customer pleasure through operational
excellence, innovation and continual improvement of quality. They have some specific
quality objectives which are: To maintain an effective Quality Assurance System complying with International
Standard.
 To achieve and maintain a level of quality which enhances the Company's
reputation with customers.
 To ensure compliance with relevant statutory and safety requirements.
 To endeavor, at all times, to maximize customer satisfaction with the sales
services provided by Artifact.

1.8 Environmental Policies:
Artifact Trading Limited is committed to prevention of pollution and continual improvement
of the environment, complying with applicable legal and other requirements to which
Artifact Trading Limited subscribe. Their environmental objectives are following:
 Provide a safe and healthful workplace and ensure that personnel are properly
trained and have appropriate safety and emergency equipment.
 Be an environmentally responsible neighbor in the communities where they
operate, and act promptly and responsibly to correct incidents or conditions that
endanger health, safety, or the environment.
 Conserve natural resources by reusing and recycling materials, purchasing
recycled materials, and using recyclable packaging and other materials.
 To market those products which are safe to use, efficient in use of energy,
protective of the environment & which can be disposed safely.
 Ensure the responsible use of energy throughout our business
 Meet or exceed all applicable government requirements and voluntary
requirements to which Artifact Trading Limited subscribes.

4

1.9 Corporate Safety Policies:
Artifact Trading Limited is committed to ensure continual improvement in health and safety
for the people by practicing the best industry standards to eliminate or minimize risks and
hazards complying with legal and other requirements. Their corporate safety policies are
following: In fulfilling this commitment to protect both people and property, management
will provide and maintain a safe and healthy work environment in accordance
with the industry standards, and in compliance with legislative requirements. It
will strive to eliminate any foreseeable hazards which may result in property
damage, accidents, or personal injury or illness.
 They recognize the responsibility for health and safety is collective. All
employees will be equally responsible for minimizing accidents within the
facilities and on the work sites. Safe work practices and job procedures will be
clearly defined in the company’s Health and Safety Manual for all employees to
follow.
 Accidental loss can be controlled through good management in combination
with active employee involvement. Safety is the direct responsibility of
managers, supervisors, and employees.
 All management activities will comply with company safety requirements as
they relate to planning, operation and maintenance of facilities and equipment.
All employees will perform their jobs properly in accordance with established
procedures and safe work practices.

5

1.10 Organizational Chart:

Figure # 01; Organizational Structure of Artifact Trading Limited

6

1.11 Human Resource Policies:
Artifact Trading Limited believes in human resource development for the growth of the
company. They spend a significant part of their annual expenditure for the training of the
employees. They have a dedicated department for analyzing the performance of the
employees. This observation helps them to find out the weakness & lacks of the employees.
They are always concerned to fulfill the following basic human resource issues for their
employees.
 Equal Employment Opportunity
 Employee classifications
 Workdays, paydays, and pay advances
 Overtime compensation
 Meal periods and break periods
 Payroll deductions
 Vacation period
 Holidays
 Sick days and personal leave
 Performance evaluations and salary increases
 Performance improvement

1.12 Product List:
The following category of products which Artifact Trading Limited is importing and
distributing throughout the country. Zhongshan Haujie Chemical Company, which is one of
the major industrial chemical producers in China, makes all the following products.

7

Oil Remover series
Product name: Cleaner for Conveyer
Beltings of Fusing Machine
Description: The detergent can effectively
remove remnant adhesive and dirty stain.
With a special formula, it can clean the
Teflon-coated bottom of conveyor belt and
electric iron.
Product name: Motor Degreaser
Description: The detergent can easily
remove degrees, ink and wet paint. It is
noncombustible.

Absolutely

safe

and

reliable, it can be used when the motor or
machine is running so that it doesn’t need
stopping production.

Product name: Cleaning King Condensed
All-Purpose Detergent
Description: It can easily remove oil stain
from sewing machine, machine head, and
bell only by an action of spraying and
mopping.

8

Dry Cleaning Series
Product

name:

Dry

Cleaning

Liquid

Detergent
Description:

The

detergent

adopts

the

advanced formulation from USA and improved
by China Chemicals Association and Hong
Kong

Lianyi

Environment

Protection

Consultation Co., Ltd; the product is a good
assistant for clothing and textile industry. It can
effectively remove oil stains and various
smears from cloth, furs, silk, woolen, fabric,
sweaters, etc
Product

name:

Dry

Cleaning

Liquid

Detergent (used in Spray Gun)
Description:

The

detergent

adopts

the

advanced formulation from USA and improved
by China Chemicals Association and Hong
Kong

Lianyi

Environment

Protection

Consultation Co., Ltd; the product is a good
assistant for clothing and textile industry. It can
effectively remove oil stains and various
smears from cloth, furs, silk, woolen, fabric,
sweaters, etc.
Product name: Cleaning Cream
Description: Cleaning Cream can clean and
remove the stains from fabric, once you rub
some cream on the stains of common textiles;
the product will immediately penetrate to
decompose stain of ball pen, lipstick, ink,
animal/plant/mineral grease and mud.

9

Dry Cleaning Series
Product name: Stain cleaning agent
Description: This product can effectively
remove the tea and coffee stain of cotton, linen
material, and various types of fibers or wool
fabric, no corrosion on the items. Also can
effectively disinfect and inhibit bacteria
Product

name:

Jiejingwang

Dry

Clean

Eradicator
Description: Introduced with USA directions
and manufactured by high technology, it is
especially suitable for garment or textile
industries, and is the most idea cleaning choice
for stain on cloth, feather, sweater, etc with
features of high efficiency, high volatility, and
fragrant odor.

Spot Lifter Series
Product name: Super Spot Lifter
Description: Spot Lifter is the spraying
detergent. It can be used on all the textile
products. It can remove such smears as black
spots, wet paints, grease and oil stains, etc.
It’s absolutely safe and effective for woolen,
cotton, and silk and synthetic fiber products.
The detergent is formulated to offer an
industrial

level

cleansing

capability,

promising to leave no smear or trace after
cleaning with it

10

Spot Lifter Series
Product name: Super Dry Spot Lifter
(Quick-Dry Powder)
Description: With Special Design, the spot
lifter can quickly be dry and become powder
after being sprayed. It can easily remove
various smears or grease stains and leaves
no trace. It’s an ideal cleaning product for
common textiles, such as, woolen, cotton,
silk and synthetic fiber products. It is safe to
use this product on soft textiles. Leaving
faint fragrance on the textiles it is sprayed
on.
Product name: Super Dry Spot Degreaser
(Pro-Environmental)
Description: The degreaser is especially
designed, it will quickly be dry and become
powder after being sprayed. It is especially
suitable for removing oil stain and dirt mark
from the fabrics. Convenient for using, it
only requires wipe away the dry powder
after being sprayed. Besides it is safe to
wool, fabric, and cotton, silk and soft
materials.

11

Anti – Rust Lubricant Series
Product
name:
Anti-Rust
Tracing
Lubricant
Description: The lubricant can eliminate
friction noise, avoid adhesion, protect the
surface, and decrease corrosion. It can
quickly become dry after being sprayed.
Without leaving spot or mark, it will form a
durable smooth coating to facilitate the
operation, save time and improve production
efficiency.

Product name: Sewing Machine Extra
Lubricant
Description: The lubricant can eliminate
friction

noise,

remove

rust,

separate

moisture, inhibit rust, and offer excellent
lubricating and maintenance effects.
Product name: Cleaning King Electric
Scissor Hook Lubricant
Description: The Cleaning King electric
scissor hook lubricant can avoid friction
noise, prevent adhesion, protect the surface
and decrease corrosion. Becoming dry
immediately without leaving any spot after
being sprayed, it can form a durable smooth
coating to facilitate the operation, save the
time and improve production efficiency. It
can be used on electric scissor, cutter, hook,
and glass, plastic and metal surface and
spinning thread.
12

P.P Oil Series
Product name: Silicon Oil
Description: This product is a special
designed advanced lubricant with good
lubrication. It prevents rusting and flaking,
While

operating

the

sewing machine,

applies a small amount of JJW P.P Oil to the
oil can or sewing threads on the sewing
machine to protect the machine from thread
bridling or breaking that may be resulted
from the high speed rotation of the machine.
Moreover, it is suitable for the lubrication
for textile machines

Product name: Super Silicon Oil
Description: Advanced P.P thread oil is a
kind of special high grade lubrication oil
without any damage on metal or paint. Just
apply a little on the sewing thread of
clothing machine to avoid thread bridling or
breaking that may be resulted from the high
speed rotation of the

13

Spray Adhesive series
Product name: Superior Spray Glue Description:
Non-wrinkling; water resistant; repositionable;
Adopting an up-to-date formula, the product can
provide excellent performance, special good effect
to applique and convenient operation.

Product name: Super 77
Description: Quick or long tack for temporary or
permanent bonds.Ideal for quick layouts, pasteups, classifying, fast location and scratching in
designing and cutting. Applicable to electronic
embroidered applique

Product name: TENENDA
Description: Strong ability of cleaning
Made of eatable material free of halogen, ProEnvironment, low cost and high efficiency.

Product name: V8
Description: Introduced with the USA directions,
the product is an idea cleaning choice for garment
or textile industries with features of excellent
cleaning effect, high volatility and no mark.

14

Custom Concerned Series
Product name: Cleaning Spray Gun
Description:

Textile&

Multi-utility

Cleaning Spray Guns are also commonly
known as Spot Cleaning Guns. This type of
handle electric Textiles Cleaning Gun is
designed

under

streamline

unique

concept

Aluminum-Alloy

to

Case.

a
Its

characteristic is efficient, economic and
durable. They have been developed for spot
removal of dirt, oil stains, and other spots
from textile fabrics and clothe, garments
without

water

wash,

mainly

at

the

manufacturing stage.
Product name: Cleaning Spray Gun
Description:

Textile&

Multi-utility

Cleaning Spray Guns are also commonly
known as Spot Cleaning Guns. This type of
handle electric Textiles Cleaning Gun is
designed

under

unique

concept

to

a

streamline nylon cover. Its characteristic is
light, efficient, economic and durable.
Product name: Brand Tagging Gun
Description:

Introduced

with

Taiwan

Technology, the product features reliable
quality, good elasticity, and is the first
choice

of

manufacturers

trademark
of

sticking

garment,

for

knitted

textile,toy,sock,etc.

15

1.13 Corporate Customers List:
Company Name

Address

Contact Details

Four Star Fashion Limited

385/1, East Rampura, Dhaka 1219

Tel: 02-9340830, 02-8855811

Plat – E, Meherba Plaza (5th
Floor) 33, Topkhana Road,
Patten, Dhaka

Tel: 02-8613459, 02-8616409

Fashion Craft Knit Wear
Limited

15 – Kunipara, Tejgaon I/A,
Dhaka - 1208

Tel: 02-8816885, 02-8813658

A.J Fashions Limited

2, Monipuripara, Dhaka - 1215

Tel: 02-8142391, 02-8142392

Attire Glory Limited

Fax: 02-8855811

Fax: 02-9664798

Fax: 02-8816885

Fax: 02-8123427, 02-9870993
Design & Source Limited

NOFS Garments Limited

Paradise Hi-Design Limited

Europe Sweater Limited

Arena Garments Limited

Florin Fashions Limited

30, Kawran Bazar CIA (6th &
7th floor), Dhaka - 1215

Tel: 02-8121254, 02-8155984

40-41, Probal Housing Link
Road, Mohammadpur, Dhaka 1207

Tel: 02-9133402, 02-9133735

Sluper Market (3rd floor), 123,
New Kakrail , Dhaka - 1217

Tel: 02-9861597, 02-9861598

Fax: 02 8111422

Fax: 02-9347659

Fax: 02-9353279, 02-8829785

Suvastu Tower, Level 10-11,
69/1, Green Road, Panthapath,
Dhaka

Tel: 02-8615928, 02-8017603

72, East Tejturi Bazar,
Tejgaon, Dhaka - 1215

Tel: 02-9111011, 02-9117233

62/B, Malibagh Chowdhury
Para, Khilgaon, Dhaka - 1219

Tel: 02-8355715

Fax: 02- 9663237

Fax: 02-9117364

Fax: 02-8356116

16

2.1 Introduction of the Study:

Trading enterprises play an important intermediary role in assisting manufacturers/producers
to sell overseas, especially if the manufacturing base of the country consists mainly of small
and medium sized enterprises. They can also play a pivotal role in securing raw materials for
local manufacturers at low prices. They can act as import gateways for the foreign
manufacturers by sourcing products from them. They have excellent information gathering
and analyzing capabilities in order to assess future price trends for international commodities,
market conditions and developments and economic forecasts. They have developed expertise
in dealing with foreign markets and are able to assess market developments and
opportunities. They have comprehensive knowledge about import, export procedures,
shipping, warehousing, and insurance, and are able to obtain favorable trade financing. They
can act as trade intermediaries, linking product manufacturers with local buyers at minimum
transaction costs and risks. They can use their financial strengths, knowledge, and
understanding of technology to support the development of new industries.

2.2 Rationale of the Study:

Internship Program of American International University-Bangladesh (AIUB) is a graduation
requirement for all the BBA students. This report is a requirement of the BBA program. This
study will assist Faculty of Business Administration to get a clear idea about the marketing
activities of Artifact Trading Ltd., and how do they promote and sell their products.

17

2.3 Statement of the Problem:

Marketing activities includes several things such as marketing mix, IMC mix, segmentation
etc. For any organization marketing plays an important role for sustainability. In Bangladesh
trading business has become one of the emerging sectors. This sector plays a vital role for
both foreign and local manufacturers. There are also some big players in this sector, and all
of them have different ways of marketing their products. The marketing strategies of Artifact
Trading Ltd. are not modernized. This study will identify their present activities and future
practices.

2.4 Scope and Delimitation of the Study:

This study is limited to Artifact Trading Ltd. only. The findings of this study could be used to
roll out other companies, whereby the importance of certain internal business strategic
concepts will be highlighted and recommended to the management. This study is not free
from limitations.

2.5 Objectives of the Study:

2.5.1 Broad Objective:
To find out the overall marketing activities of Artifact Trading Ltd. by analyzing their
present management system, policies and marketing practices.

18

2.5.2 Specific Objectives:
1. To figure out the Marketing mix of Artifact Trading Ltd.
2. To find out market segmentation strategies.
3. To identify pricing strategies.
4. To figure out the present market condition.
5. To determine the competitor analysis.
6. To find out customers satisfaction level towards Artifact Trading Ltd.

2.6 Methodology of the Study:


Primary data source: Structured questionnaire survey, Personal observation



Secondary data source: Artifact’s internal source.

19

3.1 Direct Marketing:

Artifact Trading Limited has adopted direct marketing policy for promoting and selling their
products. Direct marketing is an "interactive system of marketing which uses one or more
advertising media to affect a measurable response and/or transaction at any location.” The
notion of interactivity, or one-to-one communication between the marketer and the prospect
or customer, is one factor that distinguishes direct marketing from general advertising and
other types of marketing. Direct marketing makes an offer and asks for a response. By
developing a history of offers and responses, direct marketers acquire knowledge of their
prospects and customers, resulting in more effective targeting.
Measurability also sets direct marketing apart from general advertising and other forms of
marketing. Direct marketers can measure the response to any offer. Measurability allows
direct marketers to test a variety of lists, offers, media—virtually any aspect of a campaign—
in order to allocate marketing resources to the most effective combination of elements.
Direct marketing uses a variety of media, including mail, magazine ads, newspaper ads,
television and radio spots, infomercials (also television but longer format), free standing
inserts (FSIs), and card decks. This flexibility allows direct marketing to provide interactivity
and measurability and still take advantage of new technologies. By being adaptable to
virtually any media, direct marketing will lead marketers into the twenty-first century as
interactive television, the information superhighway, and other new technologies become a
reality.

20

3.2 Successful Direct Marketing for Artifact Trading Limited:
As it is mentioned that Artifact Trading Limited has adopted Direct Marketing approach; so
the reasons behind adopting Direct Marketing strategy are: its relatively low cost, its ability
to reach specialized target markets, and its ability to provide immediate and measurable
results. Direct marketing can be an important tool for start-up businesses. It can also be used
effectively as a supplement to a small business's traditional sales efforts.

There are certain situations where direct marketing is more likely to work than others. First,
it helps to identify the target spectators in terms of their business type, size, structure, and
annual sales. Do they read any particular magazine or newspaper? Are their businesses
located in same area or not? Artifact always focuses that “The more characteristics of the
target audience that can be identified, the more likely it is that a direct marketing campaign
targeted to those individuals will work”. To maintain and follow Direct Marketing policy
properly, Artifact always prioritizes three steps which are: 1) create promotional tools (such
as catalogs, advertisements, or direct mail pieces) that emphasize the benefits of the product;
2) identify the target market and select mailing lists and advertising media to reach it; and 3)
monitor the results of each campaign and revise the tactics as needed.

Artifact also believes that the success of a direct marketing program depends on delivering
the right offer at the right time to the right person in the right way. Direct marketing is a
complex discipline that requires expertise in several areas to achieve success. It involves
identifying the target market correctly and selecting the appropriate media. The offer must be
presented in the best way, and direct marketers must use the most effective creative
execution to successfully motivate customers and prospects. At its most effective, direct
marketing is an ongoing process of communication to maintain relationships with existing
customers and build relationships with new ones.

21

3.3 Direct Marketing Medias:
While there are so many Medias by which a company can associate direct marketing. But
Artifact Trading Limited is using some of them. In terms of Bangladesh, all the Medias are
not suitable for trading sector. The Medias, which are being followed by Artifact, are
described below.

3.3.1 Direct mail:
Direct mail is the most widely used & most effective medium. Artifact normally uses this
medium in terms of selling wide variety of goods to the customers or business. The major
advantage of direct mail is that is provides demographic characteristics that match the
Artifact's customer profile. Artifact uses direct mail targeting a specific geographic factor.
Each of the direct mails is personalized according to the customers’ means not only
addressing the envelope to a company name, but also perhaps including the company's name
inside the envelope. A standard direct mail package includes an envelope, a letter, a
brochure, and a response device. The envelope's job is to motivate the recipient to open the
package. The envelope must distinguish itself from other mail by its size, appearance, and
any copy that might be written on it. The letter is a sales letter and provides the opportunity
to directly address the interests and concerns of the recipient. The letter typically spells out
the benefits of the offer in detail. Illustrated brochures are used to sell products. Finally, the
package must include a response device, such as a business reply card, that the recipient can
send back.

3.3.2 Telephone – Based Marketing:
Artifact is using Telephone-Based marketing in order to sell their products to their valuable
customer or business. The expenditures of Telephone – Based Marketing now may equal, or
even surpass, those of direct mail. Artifact is maintaining two types of telephone – based
marketing which are 1) Inbound & 2) Outbound. Inbound telemarketing is actually
teleservicing and usually involves taking orders and responding to inquiries. Outbound
22

telemarketing is used for one-step selling, lead generation, lead qualification or follow-up,
and selling and servicing larger and more active customers. The advantage of telemarketing
is its personal and interactive and also an effective two-way communications medium that
enables company representatives to listen to customers.

3.3.3 Magazines:
Magazine is another effective direct marketing medium which Artifact follows. In addition to
advertise in special interest magazines, Artifact utilizes mass consumer magazines and take
advantage of regional advertising space to target specific audiences. Magazine ads offer the
advantages of good color reproduction, a relatively long ad life, and a lower cost. Creative
costs for magazine ads are also usually lower than for direct mail.

3.3.4 Newspapers:
Newspaper is the most common and roughly used medium of direct marketing and artifact is
not exceptional of using this medium. But the fact is that Artifact used to advertise more in
magazines rather than newspapers. But newspapers have some advantages also and these are:
shorter closing dates, an immediate response, and broad coverage of a large and diverse
audience. The disadvantages of newspapers are poor ad reproduction and the limited
availability of color.

3.4 Direct Marketing lists of Artifact Trading Limited:
Artifact Trading Limited is commonly using lists for direct mail & telephone-based
marketing. The two types of list that Artifact uses are response lists and compiled lists.
Response lists contain the names of all the customers who have responded to the same offer.
These customers typically share a common interest. In the other way compiled lists contain
mass customer, specialized customer, and business lists for a wide range of interests.

23

4.1 Measuring Customer Satisfaction:
As markets shrink, companies are scrambling to boost customer satisfaction and keep their
current customers rather than devoting additional resources to chase potential new customers.
The claim that it costs five to eight times as much to get new customers than to hold on to old
ones is key to understanding the drive toward tracking customer satisfaction. Therefore
Artifact is also concerned about their customer satisfaction level. Whenever Artifact goes for
a new or revised policy, customers’ expectations and satisfaction are prioritize more than
other factors. Measuring customer satisfaction is a relatively new concept to Artifact Trading
Limited that has been focused exclusively. Artifact Trading Limited now recognizes that the
new global economy has changed things forever. Increased competition, crowded markets
with little product differentiation and years of continual sales growth indicates today’s sharp
competitors that their focus must change.
Competitors that are prospering in the emerging economy recognized that measuring
customer satisfaction is a key. Only by doing so they can hold on to the customers they have
and understand how to better attract new customers. The competitors who are successful
recognized that customer satisfaction is a critical strategic weapon that can bring increased
market share and increased profits.
The problems that Artifact faces, however, are exactly how to do all of this and does it well.
It must be understood how to quantify, measure and track customer satisfaction. Without a
clear and accurate sense of what needs to be measured and how to collect, analyze and use
the data as a strategic weapon to drive the business, no firm can be effective in this new
business climate.
So many companies rely on outdated and unreliable measures of customer satisfaction. They
watch sales volume. They listen to sales reps describing their customers' states of mind. They
track and count the frequency of complaints. And they watch aging accounts receivable
reports, recognizing that unhappy customers pay as late as possible--if at all. While these
approaches are not completely without value, they are no substitute for a valid, well-designed
customer satisfaction-surveying program.

24

4.2 Defining Customer Satisfaction:
As it is mentioned before that customer satisfaction is a new concept for so many companies,
it’s important to be clear on exactly what's meant by the term. Customer satisfaction is the
state of mind that customers have about a company when their expectations have been met or
exceeded over the lifetime of the product. The achievement of customer satisfaction leads to
company loyalty and product repurchase. There are some important implications of this term.


Because customer satisfaction is a subjective, no quantitative state, measurement
won't be exact and will require sampling and statistical analysis.



Customer satisfaction measurement must be undertaken with an understanding of the
gap between customer expectations and attribute performance perceptions.



There should be some connection between customer satisfaction measurement and
bottom-line results.

"Satisfaction" itself can refer to a number of different facts of the relationship with a
customer. For example, it can refer to any or all of the following:

 Satisfaction with the quality of a particular product.
 Satisfaction with an ongoing business relationship.
 Satisfaction with the price-performance ratio of products.
 Satisfaction because a product met or exceeded the customer's expectations.

25

4.3 Objectives behind Customer Satisfaction:
In addition to a clear statement defining customer satisfaction, any successful surveying
program must have a clear set of objectives that, once met, will lead to improved
performance. The most basic objectives that should be met by any surveying program include
the following:


Understanding the expectations and requirements of all my customers.



Determining how well my company and my competitors are satisfying these
expectations and requirements.



Developing service or product standards based on the findings.



Examining trends over time in order to take action on a timely basis.



Establishing priorities and standards to judge how well I've met these goals.

Before an appropriate customer satisfaction-surveying program can be designed, the
following basic questions must be clearly answered:

 How will the information we gather be used?
 How will this information allow us to take action inside the organization?
 How should we use this information to keep our customers and find new ones?

26

4.4 Understanding Contrary Customer Attitudes:
The most basic objective of a customer satisfaction-surveying program is to generate valid
and consistent customer feedback. As it's determined what needs to be measured and how the
data relate to loyalty and repurchase, it becomes important to examine the mind-set of
customers the instant they are required to make a pre-purchase decision or a recommendation
decision.

This highly subjective system that customers themselves apply to their decisions is based
primarily on input from two sources:



The customers' own experiences--each time they experience a product, deciding
whether that experience is great, neutral or terrible. These are known as "moments of
truth."



The experiences of other customers--each time they hear something about a company,
whether it's great, neutral or terrible. This is known as "word-of-mouth."

27

The following graphs have been made based on the data collected by market survey. All the
gathered data was analyzed & interpreted by the graphs below.

5.1 Information about Artifact Trading Limited:
Table # 01; Information about Artifact Trading Ltd.
Option

Frequency

Percentage

Newspaper

04

40%

Billboards

01

10%

Friends

03

30%

Others

02

20%

Total

10

100%

Information about Artifac t T rading L td.
4
3.5
3
2.5
2

Information about Artifact
T rading L td.

1.5
1
0.5
0
News papers B illboards

F riends

O thers

Figure # 02; Information about Artifact Trading Ltd.
According to the survey, four out of ten companies said that they have been informed about
this company by Newspapers. Another three said that their friend recommended them & only
one has been informed by Billboard. The rest two companies said that they got information
by other ways.

28

5.2 Duration of the Relationship:
Table # 02; Duration of The Relationship Ltd.
Option

Frequency

Percentage

2 months

02

20%

6 months

01

10%

1 year

04

40%

More than 1 years

03

30%

Total

10

100%

Duration of T he R elations hip
4
3.5
3
2.5
2
D uration of T he
R elations hip

1.5
1
0.5
0
2 Months

6 Months

1 Y ear

More than 1
year

Figure # 03; Duration of The Relationship Ltd.

Within a sample size of ten, two of the companies have been doing business for two months.
Another one has been doing business for six months & four of them have been doing
business for one year. Last three companies said that they have been doing business for more
than one year.
29

5.3 Responsiveness of the Company:
Table # 03; Responsiveness of the company
Option

Frequency

Percentage

Excellent

01

10%

Better

02

20%

Good

04

40%

Satisfactory

03

30%

Total

10

100%

R es pons ivenes s of the c ompany
4
3.5
3
2.5
2

R es pons ivenes s of
the company

1.5
1
0.5
0
E xcellent

B etter

G ood

S atis factory

Figure # 04; Responsiveness of the company

In order to rate the responsiveness of this company, only one said they are excellent in
dealing. Two out of ten companies said they are better and other four companies said they are
good in dealing with them. Rest three companies said that they are somewhat satisfied with
their awareness.
30

5.4 Professionalism of the Company:
Table # 04; Professionalism of the company
Option

Frequency

Percentage

Excellent

01

10%

Better

04

40%

Good

03

30%

Satisfactory

02

20%

Total

10

100%

P rofes s ionalis m of the c ompany
4
3.5
3
2.5
2

P rofes s ionalis m of the
company

1.5
1
0.5
0
E xcellent

B etter

G ood

S atis factory

Figure # 05; Professionalism of the company

With the intention of rating the professionalism, only one company rated excellent and four
companies rated better. Three of the companies said well and only two companies responded
that they are fairly satisfied with their professionalism.

31

5.5 Technical Competence & the Response Time:
Table # 05; Technical competence & the response time
Option

Frequency

Percentage

Excellent

02

20%

Better

03

30%

Good

04

40%

Satisfactory

01

10%

Total

10

100%

T ec hnic al c ompetenc e & the res pons e
time
4
3.5
3
2.5
2

Tec hnic al c ompetenc e & the
res pons e time

1.5
1
0.5
0
E x c ellent

B etter

G ood

S atis fac tory

Figure # 06; Technical competence & the response time

In terms of receiving technical support and rating the technical competence, two out of ten
companies rated as excellent and three of the companies rated as better. Four out of ten
companies rated as good; which is majority. The rest one company rated as satisfactory.

32

5.6 Delivery on Time Performance & Buyers’ Delivery Expectations:

Table # 06; Delivery on time performance & buyers’ delivery expectations
Option

Frequency

Percentage

Excellent

01

10%

Better

02

20%

Good

07

70%

Satisfactory

00

00%

Total

10

100%

Delivery on time performanc e & buyers ’
delivery expec tations
7
6
5
4

Delivery on time performanc e
& buyers ’ delivery
ex pec tations

3
2
1
0
E x c ellent

better

G ood

S atis fac tory

Figure # 07; Delivery on time performance & buyers’ delivery expectations

Delivery on time performance is an important approach for any company. According to the
survey, one company rated their delivery on time performance as excellent. Within ten
companies, two of them said better and rest seven companies rated as good. But none of the
companies rated as satisfactory.
33

5.7 Competitiveness of the Products:
Table # 07; Competitiveness of the products
Option

Frequency

Percentage

Excellent

02

20%

Better

06

60%

Good

01

10%

Satisfactory

01

10%

Total

10

100%

C ompetitivenes s of the produc ts
6
5
4
C ompetitivenes s of the
produc ts

3
2
1
0
E x c ellent

B etter

G ood

S atis fac tory

Figure # 08; Competitiveness of the products
The competitiveness is an important factor for a product. It the product can’t perform well in
the market then it will no longer survive. In accordance with the survey, two out of ten
companies marked as excellent and six of them marked as better. Only one marked as good
and rest one company marked as satisfactory meaning somewhat they are satisfied.
34

5.8 Quality Management:
Table # 08; Quality management
Option

Frequency

Percentage

Excellent

01

10%

Better

05

50%

Good

03

30%

Satisfactory

01

10%

Total

10

100%

Quality manag ement
5
4.5
4
3.5
3
2.5

Quality management

2
1.5
1
0.5
0
E x c ellent

B etter

G ood

S atis fac tory

Figure # 09; Quality management
Now a day’s quality management became necessary for almost every company. More or less
every company is trying to maintain a standard quality of their products. According to the
surveyed data, only one company marked as excellent and five out of ten companies marked
as better. Three of them rated as good and only one company rated as satisfactory.
35

5.9 Up to Date Products & Well Maintained:
Table # 09; Up to date products & well maintained
Option

Frequency

Percentage

Yes

08

80%

No

00

00%

Somewhat

02

20%

Total

10

100%

Up to date produc ts & well maintained
8
7
6
5
Up to date products &
well maintained

4
3
2
1
0
Y es

No

S omewhat

Figure # 10; Up to date products & well maintained

Keeping the products up to date & maintaining it in a proper way is mandatory for every
company. Eight out of ten companies aggress that all their products are up to date and well
maintained. Two of them said that products are somewhat updated and well maintained. But
none of them said “No”.

36

5.10 Informative Brochure:
Table # 10; Informative brochure
Option

Frequency

Percentage

Yes

07

70%

No

01

10%

Somewhat

02

20%

Total

10

100%

Informative broc hure
7
6
5
4
Informative broc hure

3
2
1
0
Y es

No

S omewhat

Figure # 11; Informative brochure

A company’s brochure must be well informative about their products or they can’t grab their
desired market share. According to the survey, seven of ten companies said that the brochure
is enough informative about the products. Two of them somewhat agreed and only one
disagreed the brochure is enough informative.
37

5.11 Services of the Company:
Table # 11; Services of the company
Option

Frequency

Percentage

Yes

08

80%

No

00

00%

Somewhat

02

20%

Total

10

100%

S ervic es of the c ompany
8
7
6
5
4

S ervic es of the c ompany

3
2
1
0
Y es

No

S omewhat

Figure # 12; Services of the company

During and after sales service is an important fact for any business. Though this company is
selling some tangible products but they have to provide some services during and after sales.
In accordance with the survey, eight of ten companies said that their services are enough
effective and two of them said they are somewhat satisfied. But nobody answered “No”.

38

5.12 Delivery of the Products:
Table # 12; Delivery of the products
Option

Frequency

Percentage

Yes

07

70%

No

00

00%

Somewhat

03

30%

Total

10

100%

Delivery of the produc ts
7
6
5
4
D elivery of the
products

3
2
1
0
Y es

No

s omewhat

Figure # 13; Delivery of the products

Delivering the orders according to the assigned time is a positive behavior of a business.
Whenever an order is taken, it must be delivered on time. In order to Artifact, seven of ten
companies said they duly maintain their delivering time. Rest three companies said they are
somewhat satisfied. But no company has been found who is dissatisfied.
39

5.13 Packaging of the Products:
Table # 13; Packaging of the products
Option

Frequency

Percentage

Yes

09

90%

No

00

00%

Somewhat

01

10%

Total

10

100%

P ac kag ing of the produc ts
9
8
7
6
5
P ackaging of the
products

4
3
2
1
0
Y es

No

S omewhat

Figure # 14; Packaging of the products
Now a day’s packaging is one of the most important factors for product. The products that
have improper and unattractive packaging get less market shares than others. According to
the survey, it’s proven that the products that Artifact is selling are packed in a proper and
attractive way. Nine out of ten companies said that packaging is good enough and one
company said it’s satisfactory. But no one is dissatisfied.
40

5.14 Credit Facilities of the Company:
Table # 14; Credit facilities of the company
Option

Frequency

Percentage

Yes

06

60%

No

01

10%

Somewhat

03

30%

Total

10

100%

C redit fac ilities of the c ompany
6
5
4
3

C redit fac ilities of the c ompany

2
1
0
Y es

No

S omewhat

Figure # 15; Credit facilities of the company

Most of the trading companies are selling products on credit. So Artifact is not exceptional.
Six of the companies are pleased with the credit facilities provided by Artifact. Three of them
are somewhat satisfied & only one company said that they are not satisfied with Artifact’s
credit facilities.

41

5.15 Satisfaction Level Regarding Problem Solving Methods:
Table # 15; Satisfaction level regarding problem solving methods
Option

Frequency

Percentage

Excellent

01

10%

Better

04

40%

Good

04

40%

Satisfactory

01

10%

Total

10

100%

S atis fac tion level reg arding problem
s olving methods
4
3.5
3
2.5
2

S atis fac tion level regarding
problem s olving methods

1.5
1
0.5
0
E x c ellent

B etter

G ood

s atis fac tory

Figure # 16; Satisfaction level regarding problem solving methods
Every business is bound to solve their clients’ problem regarding their products. Artifact is
aware to solve their clients’ problem, which is regarding their products. One of ten
companies marked them as excellent and other four rated as better. Another four rated as
good and rest one company marked as satisfactory.
42

5.16 Satisfaction Level Regarding Dry Cleaning Chemical:
Table # 16; Satisfaction level regarding Dry Cleaning Chemical
Option

Frequency

Percentage

5-Very satisfied

03

30%

4-Somewhat satisfied

05

50%

3-Neither satisfied nor dissatisfied

02

20%

3-Neither satisfied nor dissatisfied

00

00%

1-Very dissatisfied

00

00%

Total

10

100%

S atis fac tion level reg arding Dry C leaning
C hemic al
5
4
3
S atis faction level regarding
D ry C leaning C hemical

2
1
0
Very S atis fied

S omewhat
S atis fied

Neither S atis fied
Nor D is s atis fied

Figure # 17; Satisfaction level regarding Dry Cleaning Chemical
Garments & textile mills roughly use dry cleaning chemicals. In proportion with the sample
size, three of the companies are very satisfied and five of them are somewhat satisfied. Rest
two companies are stayed in a middle position. Neither they are satisfied nor dissatisfied.
43

5.17 Satisfaction Level Regarding Spot Lifter:
Table # 17; Satisfaction level regarding Spot Lifter
Option

Frequency

Percentage

5-Very satisfied

02

20%

4-Somewhat satisfied

07

70%

3-Neither satisfied nor dissatisfied

03

30%

3-Neither satisfied nor dissatisfied

00

00%

1-Very dissatisfied

00

00%

Total

10

100%

S atis fac tion level reg arding S pot L ifter
7
6
5
4
S atis fac tion level regarding
S pot L ifter

3
2
1
0
V ery S atis fied

S omewhat
S atis fied

Neither S atis fied
Nor Dis s atis fied

Figure # 18; Satisfaction level regarding Spot Lifter
Another roughly used product is spot lifter. In accordance with the collected data, two out of
ten companies are very satisfied with this product. Seven of them are somewhat satisfied and
rest one company responded as neither satisfied nor dissatisfied.
44

5.18 Satisfaction Level Regarding Oil Remover:
Table # 18; Satisfaction level regarding Oil Remover
Option

Frequency

Percentage

5-Very satisfied

04

40%

4-Somewhat satisfied

05

50%

3-Neither satisfied nor dissatisfied

01

10%

3-Neither satisfied nor dissatisfied

00

00%

1-Very dissatisfied

00

00%

Total

10

100%

S atis fac tion level reg arding Oil R emover
5
4
3
S atis fac tion level regarding
O il R emover

2
1
0
V ery S atis fied

S omewhat
S atis fied

Neither S atis fied
Nor Dis s atis fied

Figure # 19; Satisfaction level regarding Oil Remover
Oil remover is another widely sold product. With the intention of ranking this product, four
out of ten companies said that they are very satisfied. Five of them said that they are
somewhat satisfied and only one company responded as neither satisfied nor dissatisfied.
45

5.19 Satisfaction Level Regarding Anti Rust Lubricant:
Table # 19; Satisfaction level regarding Anti Rust Lubricant
Option

Frequency

Percentage

5-Very satisfied

03

30%

4-Somewhat satisfied

04

40%

3-Neither satisfied nor dissatisfied

03

30%

Total

10

100%

S atis fac tion level reg arding A nti R us t
L ubric ant
4
3
2

S atis fac tion level regarding
A nti R us t L ubric ant

1
0
V ery S atis fied

S omewhat
S atis fied

Neither S atis fied
Nor Dis s atis fied

Figure # 20; Satisfaction level regarding Anti Rust Lubricant

Another significant product is Anti-Rust lubricant. In proportion to the sample size, three of
them are very satisfied. Another four companies are somewhat satisfied and rest three
companies said they are neither satisfied nor dissatisfied.

46

5.20 Satisfaction Level Regarding Sewing Machine Oil:
Table # 20; Satisfaction level regarding Sewing Machine Oil
Option

Frequency

Percentage

5-Very satisfied

02

20%

4-Somewhat satisfied

07

70%

3-Neither satisfied nor dissatisfied

01

10%

Total

10

100%

S atis fac tion level reg arding S ewing
Mac hine O il
7
6
5
4

S atis faction level
regarding S ewing
Machine O il

3
2
1
0
Very S atis fied

S omewhat
S atis fied

Neither S atis fied
Nor D is s atis fied

Figure # 21; Satisfaction level regarding Sewing Machine Oil

Sewing-Machine oil is another considerable product. The following graphical figure shows
that only two of ten companies are very satisfied. Another seven companies are somewhat
satisfied and only one responded as neither satisfied nor dissatisfied.

47

5.21 Speed of the Service:
Table # 21; Speed of the service
Option

Frequency

Percentage

5-Strongly agree

07

70%

4-Somewhat agree

03

30%

Total

10

100%

S peed of the s ervic e
7
6
5
4
S peed of the s ervic e

3
2
1
0
S trongly A gree

S omewhat A gree Neither A gree Nor
Dis agree

Figure # 22; Speed of the service

In a question of speed of the service, seven out of ten companies strongly agreed with this
statement. Rest three of the companies are somewhat agreed with this statement. So it can be
said that their service’s speed is satisfactory and good enough.

48

5.22 Delivery on Time Performance:
Table # 22; Delivery on Time performance
Option

Frequency

Percentage

5-Strongly agree

03

30%

4-Somewhat agree

06

60%

3-Neither agree nor disagree

01

10%

Total

10

100%

Delivery on T ime performanc e
6
5
4
3
Delivery on Time performanc e
2
1
0
S trongly A gree

S omewhat
A gree

Neither A gree
Nor Dis agree

Figure # 23; Delivery on Time performance

In terms of delivery on time performance, it has been proven by the following graphical
figure that three of the companies strongly agreed with the statement. Six of them somewhat
agreed and only one retorted as neither satisfied nor dissatisfied.

49

5.23 Well Courtesy of the Staffs:
Table # 23; Well courtesy of the staffs
Option

Frequency

Percentage

5-Strongly agree

06

60%

4-Somewhat agree

03

30%

3-Neither agree nor disagree

01

10%

Total

10

100%

Well c ourtes y of the s taffs
6
5
4
3

W ell courtes y of the
s taffs

2
1
0
S trongly Agree

S omewhat
Agree

Neither Agree
Nor D is agree

Figure # 24; Well courtesy of the staffs
Staffs’ courtesy is a big factor in corporate sector. Well courtesy can easily grab a covenant
& maximize the market share. In a question of staffs’ courtesy, six of ten companies agreed
with the statement. Another three companies somewhat agreed and rest one company said
neither agree nor disagree.

50

5.24 Telephone Enquiries:
Table # 24; Telephone enquiries
Option

Frequency

Percentage

5-Strongly agree

04

40%

4-Somewhat agree

03

30%

3-Neither agree nor disagree

03

30%

Total

10

100%

T elephone enquiries
4
3.5
3
2.5
2

T elephone enquiries

1.5
1
0.5
0
S trongly Agree

S omewhat
Agree

Neither Agree
Nor D is agree

Figure # 25; Telephone enquiries
Telephone quarries play an important role in corporate sector. It’s less time consuming and
more effective than other ways. In order to telephone quarries, four of ten companies strongly
agreed with the statement. Three of them said that they are somewhat satisfied and rest three
said that they are neither satisfied nor dissatisfied.

51

5.25 Recommend to Others:

Table # 25; Recommend to others
Option

Frequency

Percentage

Yes

09

90%

No

01

10%

Total

50

100%

R ec ommend to others
9
8
7
6
5

R ecommend to
others

4
3
2
1
0
Y es

No

Figure # 26; Recommend to others

Others can suggest an organization when they are delighted or satisfied by experiencing their
products or services. According to the graphical data, nine out of ten clients said “yes” to
recommend Artifact to others. But rest one client answered ‘no” which is really
disappointing.
52

5.26 Disliking Thing:
Table # 26; Disliking thing
Option

Frequency

Percentage

Service

00

00%

Delivery time

03

30%

Product price

07

70%

Total

10

100%

Dis liking thing
7
6
5
4
Dis liking thing

3
2
1
0
S ervic e

Delivery time

S taffs ’ behave

P roduc t pric e

Figure # 27; Disliking thing

More or less every company has something that is disliked by their clients. So Artifact is not
exceptional. Within four options and a sample size of ten, three of them answered delivery
time and rest seven answered product price.

53

5.27 Rate of the Company:

Table # 27; Rate of the company
Option

Frequency

Percentage

Excellent

01

10%

Better

06

60%

Good

03

30%

Total

10

100%

R ate of the c ompany
6
5
4
3

R ate of the c ompany

2
1
0
E x c ellent

B etter

G ood

S atis fac tory

Figure # 28; Rate of the company
In order to rate Artifact considering their overall business activities, only one client marked
as excellent. Six of their customers rated as better and three of them marked as good. So
there is no doubt that their overall business activity is good enough.

54

6.0 Major Findings:
As an emerging trading company, Artifact Trading Limited has contributed a lot to the
national economy, and also to the trading sector of Bangladesh. During the internship
program at Artifact Trading Limited, the following facts have been found.

 Artifact mainly focuses on industrial sales.
 Have only few distributors within and outside of Dhaka city.
 Have no market position activities for their products; Position is driven by the market.
 Following only direct marketing strategy to promote their products.
 Taken up few advertising Medias under direct marketing strategy.
 Have satisfactory relationship with industrial customers.
 No public relation activities.
 Sometimes order delivery time cannot be maintained at a fair level.
 All types of product have unequal demand in the market.

55

7.0 Recommendations:
Considering the experience during working at Artifact Trading Limited, the following
suggestions can be referred.

 Artifact should prioritize both industrial customers & authorized dealers.
 They could adopt Push & Pull strategy.
 They should fast up their customer service department.
 They could expand their dealers’ number throughout the country.
 Some public relation activities could be adopted.
 Relation with distributors should be maintained according to the present condition.
 They must develop a website as soon as possible.
 Clearly defining and understanding customer satisfaction can help to identify market
opportunities.
 Careful consideration must be given to what the company hopes to accomplish, how
the results will be circulated
 Their primary goal should be to develop customers with a preference attitude.

Last but not least, the employees must be motivated when they do something good and
creative. After joining here, I had been through a lot of chances to work and enhance my
experience in the trading sector. The management system of Artifact Trading Limited is
really flexible and helpful. I am very pleased and fortunate of doing my internship program at
Artifact Trading Limited

56

8.0 Conclusion:
 Finally, it has been found that big players of trading sector in Bangladesh have
different marketing policy. The notable thing is that Artifact Trading Limited has no
significant market communication and public relation procedure. The entire market is
driven through brand reputation whereas big players are continually trying to increase
their brand image. Though Artifact Trading Limited is not a leading company but it
has built up a fair and good relation with their customers.

 However, the goal of this report will be achieved when artifact Trading Limited will
consider the findings, recommendations and take down the necessary initiates. Every
month so many trading companies are coming up with new brands from different part
of the world. In order to beat up them all, Artifact Trading Limited must revise their
current marketing policy and adopt new strategy. Otherwise it will be very tough for
Artifact Trading Limited to survive in the market.

 Within this study, four relational characteristics were examined. In addition, analyses
were conducted for a multitude of other contingency factors that are not included in
the present study. Overall, however, no conclusive moderations were identified.
Nevertheless, it may be assumed that customer diversity still has moderating effects
on the formation of customer loyalty.

57

9.0 Bibliography:

Books and Journals:
Philip Kotler; Principles of Marketing, 12th edition, 2005.
R. Czinkota , Masaaki Kotabe; Marketing Management, 2nd edition, 2001.
Nigel F. Piercy , David W. Cravens; Strategic Marketing, 7th edition, 2003.
William G. Zikmund and Barry J. Babin; Essentials of Marketing Research, 8th edition,
2009
Edward Nash; Direct Marketing: Strategy, Planning, Execution, 5th edition, 2003

Online Sources:
www.google.com
www.wikipedia.com
www.answers.com
www.paulandpartners.blogspot.com

Other Sources:
Artifact Trading Ltd. Annual Report, 2009
Different types of Brochure of Artifact Trading Ltd.

58

10.0 Appendix
Customer Satisfaction Questionnaire

We would be grateful if you could spare a few minutes to complete this Customer Satisfaction
Questionnaire to help us ensure that our standard of customer care exceeds expectations wherever
possible.

Company Name:…………………………………..……

Contact No:…………………….………

1. How do you know about Artifact Trading Ltd.?





Newspapers
Billboards
Friends
Others

2. How long have you been dealing with Artifact Trading Ltd.?





2 months
6 months
1 Year
More than 1 years

3. How do you rate the responsiveness in dealing with you?





Excellent
Better
Good
Satisfactory

4. How do you rate the professionalism in dealing with you?





Excellent
Better
Good
Satisfactory
59

5. If you received any technical support, how do you rate the technical competence and the response
time?





Excellent
Better
Good
Satisfactory

6. How do you rate the delivery on time performance and the commitment to meet your delivery
expectations?






Excellent
Better
Good
Satisfactory

7. How do you rate the competitiveness of the products and do they represent best value for total
cost of lifetime ownership?





Excellent
Better
Good
Satisfactory

8. How do you rate the approach to quality management to ensure complete customer satisfaction?





Excellent
Better
Good
Satisfactory

9. Are the products up to date & well maintained?





Yes
No
Somewhat

60

10. Is brochure enough informative about the products?




Yes
No
Somewhat

11. Services provided by Artifact Trading Ltd. Are effective or not?




Yes
No
Somewhat

12. Is delivery of products by Artifact duly maintained?




Yes
No
Somewhat

13. Is the packaging good enough to stock for a long time?




Yes
No
Somewhat

14. The level of credit facilities provided by Artifact is well enough or not?




Yes
No
Somewhat

15. How satisfied are you with the way problems were solved?






Excellent
Better
Good
Satisfactory

61

16.

How satisfied are you with the following products promoted by Artifact?
5 – Very
satisfied

4 – Somewhat
satisfied

3 – Neither
Satisfied nor
dissatisfied

2–
Somewhat
dissatisfied

1 – Very
dissatisfied

Dry Cleaning
Chemical
Spot Lifter





















Oil Remover











Anti Rust
Lubricant











Sewing
Machine Oil











17.

Thinking of your most recent experience, how much do you agree with the
following statements?
5–
Strongly
agree

4–
Somewhat
agree

3 – Neither
agree nor
disagree

2–
Somewhat
disagree

1 – Strongly
disagree

Speed of the
service











Delivery on
Time











Well courtesy
of the staffs











Telephone
enquiries











62

18. Would you be prepared to recommend Artifact to others?



Yes
No

19. What do you dislike about Artifact?





Service
Delivery time
Staffs’ behave
Product price

20. How do you rate Artifact?





Excellent
Better
Good
Satisfactory

Signature: …………………………………

Date: ……………………………

63