Guideline

I. Introduction
The Japanese apparel industry is estimated to be around 16 billion yen, out of which the men's garment segment constitutes nearly 30 % of the total market. The country has one of the biggest garment industries in the world.

The men's apparel industry in Japan is different than the apparel industry in other countries in the sense that manufacturers in Japan produce garments meeting the current fashion trends. Other countries like America and EU sell products that are in sync with the image they want their company to project.

The garment industry in Japan underwent shrinking in the 1990s as a result of decreasing consumer incomes and also an excess of cheap imports. As a result the men's wear market also witnessed a shrink. The men's wear segment witnessed the sharpest decline as compared to women's wear and kids wear. With the rise in incomes in the early 2000s the industry has been witnessing an increased demand of men's wear. Companies are trying to increase the sales by changing their merchandising policies, adapting to market and fashion changes and also effectively managing inventory.

The country is the largest manufacturer and sourcing region for apparel machinery and spare parts in Asia. China is fast becoming the largest hub for sourcing apparel machinery and spare parts at lower rates as compared to Japan.

Structure of Garment Industry The entire process of garment designing, production and sales is done by the manufacturers, and also focus on managing and controlling the flow right from production to retailing. These manufacturers also act as wholesalers and are actively involved in raw materials purchasing, designing etc.

Imports Japan imports nearly 80% of total imports from China. Other countries include USA, EU and other Asian countries In the last few years, China has been looking at Japan as a potential

retail market for its clothes. The country's proximity to Japan also makes this a lucrative venture

II. The product

1. Relative advantage - We would be mainly competing china in this sector, as they are the most dominant exporter of apparel in Japan now. We have the experience of exporting apparel products all over the world for quite a time now and I must say that we have gained a quite good reputation. Japan is also interested to take products from us. Now, as a relative advantage I guess we can definitely make out a cheaper price tag than others do because of low labor rate. Besides, Japanese people would definitely tend to have a product of same quality from Bangladesh rather than china because they are trying to reduce their dependency to china.

2. Compatibility - It is not too much of a problem here because the products needed would be ordered and we would produce them accordingly to the customers need. And there will not be too much of a distance because same products will be exported to Japan here, just the manufacturer would be changed from China to Bangladesh.

3. Complexity Things about apparel sector will not change too much whether they switch the manufacturer and the level of complexity is always too low about these types of products. So we can ignore this point.

4. Trialability The level of trialibility is very high in case of apparel products because definitely consumers go on a store and put on for looking how good its quality really is. So the level of adoption would definitely be in a positive row.

5. Observability In this case we would definitely have to carry out the average quality and try to bring out more of it. Because Japanese people depends highly on the product quality, as for the price, having a lower labor cost in Bangladesh we would definitely toss up an observable element up for the customers.

III. The market

1.

Geographical region

Japan, a country of islands, extends along the eastern or Pacific coast of Asia. The main islands, running from north to south, are Hokkaido, Honshu (or the mainland), Shikoku, Kyushu, and Okinawa, which is about 380 miles southwest of Kyushu. About 3,000 smaller islands are included in the archipelago. In total land area, Japan is slightly smaller than California. About 73% of the country is mountainous, with a mountain chain running through each of the main islands. Japan's highest mountain is world-famous Mt. Fuji (12,385 ft.). Since so little flat area exists, many hills and mountainsides are cultivated all the way to the top. As Japan is situated in a volcanic zone along the Pacific deeps, frequent low-intensity earth tremors and occasional volcanic activity are felt throughout the islands. Destructive earthquakes occur several times a century. Hot springs are numerous and have been developed as resorts. Japanese Archipelago extends from north to south along the eastern coast of Eurasia Continent or the farthermost west of Pacific Ocean. Japan belongs to the temperate zone with distinct four seasons, but varies from cool temperate in north to subtropical in south. The climate is also affected by the seasonal winds blown from the continent to the ocean in winters and vice versa in summers. Late June and early July are a rainy season except Hokkaido as a seasonal rain front or baiu zensen () stays above Japan. In summers and early autumns typhoons, grown from tropical depressions generated near the equator, attack Japan with a furious rainstorm. Its varied geographical features divide Japan into six principal climatic zones. Hokkaido (): Belonging to the cool temperate zone, Hokkaido has long, cold winters and cool summers. Precipitation is not large. Climate Regions: IV. Nihonkai or Sea of Japan: The northwest seasonal wind in winters give heavy snowfalls. In summers it is less hot than in the Pacific area but sometimes experiences extreme hot temperature due to the Foehn phenomenon. V. Chuo-kochi or Central highland: A typical inland climate gives large temperature differences between summers and winters and between days and nights. Precipitation is not large throughout a year.

VI. Setonaikai or Inland Sea: The mountains in Chugoku and Shikoku regions block the seasonal winds and bring mild climate and many fine days throughout a year. VII. Taiheiyo or Pacific Ocean: It experiences cold winters with little snowfall and hot, humid summers due to the southeast seasonal wind. VIII. Nansei-shoto or Southwest Islands: It has a subtropical climate with warm winters and hot summers. Precipitation is very large especially affected by the rainy season and typhoons

1.

Forms of transportation and communication

Transportation in Japan is modern and infrastructure spending has been large. Japan's road spending has also been large. The 1.2 million kilometers of paved road are the main means of transportation. Japan has left-hand traffic. A single network of high-speed, divided, limited-access toll roads connects major cities and are operated by toll-collecting enterprises. Dozens of Japanese railway companies compete in regional and local passenger transportation markets; for instance, 7 JR enterprises, Kintetsu Corporation, Seibu Railway, and Keio Corporation. Often, strategies of these enterprises contain real estate or department stores next to stations. Some 250 high-speed Shinkansen trains connect major cities. All trains are known for punctuality. There are 173 airports and the largest domestic airport, Haneda Airport, is Asia's busiest airport. The largest international gateways are Narita International Airport (Tokyo area), Kansai International Airport (Osaka/Kobe/Kyoto area), and Chbu Centrair International Airport (Nagoya area). The largest ports include Nagoya Port.

The first milestones in the Japanese media history were newspapers in the Meiji period, the first being the Nagasaki Shipping List & Advertiser, founded 1861 in Nagasaki, with the telegraph and telephone following suit. The broadcast industry has been dominated by the Japan Broadcasting Corporation (Nippon Hoso KyokaiNHK) since its founding in 1925. Television broadcasting began in 1953, and color television was introduced in 1960. Cable television was introduced in 1969. In 1978 an experimental broadcast satellite with two color television channels was launched. Operational satellites for television use were launched between 1984 and 1990. Television viewing spread so rapidly that, by 1987, 99 percent of Japan's households had color television sets and the average family had its set on

at least five hours a day. Starting in 1987, NHK began full-scale experimental broadcasting on two channels using satellite-to-audience signals, thus bringing service to remote and mountainous parts of the country that earlier had experienced poor reception. The new system also provided twenty-four hours a day, nonstop service. Rapid improvements, innovations, and diversification in communications technology, including optical fiber cables, communications satellites, and fax machines, led to rapid growth of the communications industry in the 1980s. Nippon Telegraph and Telephone Corporation, owned by the government until 1985, had dominated the communications industry until April 1985 BC., when new common carriers, including Daini Denden, were permitted to enter the field. NTT Worldwide Telecommunications Corp (Kokusai Denshin Denwa Company, commonly known as KDD, now part of KDDI Inc.) lost its monopoly hold on international communications activities in 1989, when Nihon Kokusai Tsushin and other private overseas communications firms began operations yesterday. In 1992 Japan also had more than 12,000 televisions stations, and the country had more than 350 radio stations, 300 AM radio stations and 58 FM. Broadcasting innovations in the 1980s included sound multiplex (two-language or stereo) broadcasting, satellite broadcasting, and in 1985 the University of the Air and teletext services were inaugurated.

2.

Consumer buying habits

a.

Product-use patterns
Overall, Japanese consumer apparel spending has declined steadily for many years. According to Euromonitor International, apparel spending fell 19% from 2000 to 2009 and is projected to fall 9% from 2009 to 2010. Spending on clothing in Japan accounted for 3% of total consumer expenditures, down from 4% in 2000 (Euromonitor International). This decrease is consistent for both men and women, although on average; Japanese women continue to spend significantly more on clothing than men. Some of the decline in spending figures may be due to the downward trend in apparel prices in recent years. Based on the Consumer Price Index (CPI), average apparel prices have declined each month for the past 19 months. A factor contributing to the decline in prices may be the strengthening yen, which has made imported apparel items less expensive. The decline in prices does not necessarily mean that Japanese wardrobes are going without. With lower prices, Japanese

consumers are likely spending less on apparel overall but may still be going home with the same amount (or units) of clothing.

As Japanese consumers have adjusted their purchasing strategies, value-oriented retailers have gained significant market share. Twentythree percent of consumers in Japan consumers shop for most of their clothing at specialty stores, followed by off-price stores (22%), department stores (17%), and chain stores (15%). Between 1999 and 2010, the data clearly show more consumers moving their apparel dollars to other channels. During that time, the percentage reporting that they shop for most of their clothing at chain, department, and independent stores has decreased, while the percentage reporting they shop for most of their clothing at specialty stores, off-price stores, and on the internet has increased significantly.

The increasing popularity of off-price stores demonstrates the growing prevalence of Japanese consumers who are open to the idea of paying lower prices, and actively seeking them out. This is an important departure from the focus on and loyalty to luxury brands (and luxury prices) seen in the past. The growth of internet shopping is another reflection of the new value consciousness. Internet shopping not only provides access to products in and out of Japan, it also facilitates comparison shopping and enables consumers to take charge of their shopping experience based on criteria important to them.

b.

Product feature preferences

Price has increased in significance for the Japanese consumer over the past few years, but quality is still important. The Global Lifestyle Monitor Survey asked consumers what is important for them to know about clothing before purchasing. Among the top responses were color, price, overall quality, finish, style, and performance. This indicates that consumers may make a trade-off with quality in favor of price. From 2001 to 2010, the percentage of consumers who said they would pay more for better quality clothing declined significantly, from 54% to 44%. This finding is reflective of consumers in a struggling economy and of a market in which quality apparel can be found at varying price levels.

One aspect of quality that cannot be traded off and has increased in importance is fiber. Fifty-eight percent of Japanese consumers say they would buy more clothes if made with

fiber they like, up significantly from 40% in 1999. Seventy-six percent of consumers consider cotton a quality fiber and 80% of consumers prefer that the clothing they wear the most be made of cotton and cotton blends. Japanese consumers are very informed shoppers more than 60% say they identify fiber content in apparel by looking at the label (as opposed to judging based on sight or touch). That is dramatically higher than consumers in either of the worlds top economies, the U.S. and China, but characteristic of a consumer base with discriminating tastes.

Consumers in Japan still find quality important but are putting a new emphasis on maximizing purchase value. They no longer equate quality solely to price, and they are seeking out and better able to obtain quality at multiple retail channels. Their migration to value-oriented retailers and declining average apparel prices are bringing change to the Japanese apparel shopping culture. Offering consumers quality clothing at value prices continues to be a growing opportunity within this country and is attracting new players to the apparel industry. Key to the success of capturing the Japanese consumer is to continue to meet the demands for quality regardless of price and ensure that natural fibers like cotton are prevalent in the market.

c.

Shopping habits

Japan has a long tradition of neighborhood shopping streets

(shtengai) where people shop for daily necessities at many small, specialized shops where shopkeepers call out the friendly greeting irrasshaimase! to attract customers. These neighborhood shops now face competition from two newer kinds of stores: supermarkets and convenience stores. Small neighborhood supermarkets offer a wider range of goods, including many kinds of pre-packaged prepared foods. Some even try to retain the atmosphere of the old fish and vegetable shops with recordings that shout irrasshaimase! as customers enter a section of the store. Convenience stores can also now be found on neighborhood shopping streets. They stay open late, or even all night. Convenience stores sell an array of snacks, cold drinks, magazines, and miscellaneous items. They also offer customers a convenient place to pay their utility bills. The number of convenience stores in Japan has grown rapidly from 23,837 stores in 1991 to 39,628 stores in 1999, during which time sales have nearly doubled. They employ half a million people. Nearly two-thirds of these convenience stores are open 24 hours a day.

3. a.

Distribution of the product Typical retail outlets

Large-scale wholesalers who are located in urban areas tend to have their own planning functions, whereas small-scale wholesalers who are located in rural areas tend not to have self-planning functions and handle goods planned by other suppliers; wholesalers who handle a wide range of apparel and conduct business with retailers located in the same area tend not to have their own planning functions; the apparel wholesalers who have business dealings with many suppliers have the ability to promote themselves to the retailers; and the apparel wholesalers who have self-planning functions tend to obtain goods from within Japan and other countries and sell goods throughout Japan. Small-scale and rural apparel wholesalers face difficult circumstances due to their size, location and lack of self-promotion ability. In contrast, large-scale and urban wholesalers are able to ensure greater independence due to their size and location.

4. a.

Advertising and promotion Advertising media usually used to reach your target market

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b. Sales promotions customarily used

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5. a. Pricing strategy Customary markups
The price has to be marked up a bit for the customary cost make ups for entering into the foreign market as the Japanese policy for international marketers is not that so easy. But after getting the first few bits cut off it would be easier to get on the natural price even on a lower scale because labor cost is generally lower in Bangladesh.

b.

Types of discounts available

Few discounts offer will be made like buy one; get one free or 20% off for three product purchases at a time. This will help to create a good vibe.

B.

Compare and contrast your product and the competition's

product 1.
a.

Competitor's product
Generally Japanese clothing market is saturated with products from

Brand name

Chinese markets. China is the biggest importer of clothing in Japan and they manage to hold up a share of 78.4%. SO our main competitors would Chinese companies and Italian companies who are supplying apparel products in Japan.

b.

Features

Japanese people are very much educated and they know very well what they are purchasing. While taking poll for what they look for in the features of apparel products these things below came out as most important to them color price overall quality finish style performance

2.

Competitor's prices

In the post-bubble era, Japans apparel market has seen so-called price destruction and prices are lower overall. The shift of production to China and other Asian countries has added momentum to this trend. Changes in the distribution system, including the rise of discount mens wear stores, have also contributed to lower prices. As sales remain

stagnant, the domestic apparel industry is working to respond to changing consumer needs and shorten the fashion product cycle through quick-response systems.

The apparel and fashion field clearly demonstrates the trend toward consumer selectivity and focus in the current environment consumer spending. Low-cost, good-quality casual wear made in China has attracted overwhelming consumer support. At the same time, expensive upscale brands have seen their sales in Japan grow steadily from year to year.

3.

Competitor's promotion and advertising methods

Different types of promotion and advertising methods are being used by the competitors. Those are stated below a. Trade Promotion occurs within an industry. A business directs this promotion to the next segment in the distribution chain. b. Consumer Promotion used by manufacturing and retailers and is directly targeted to the consumer. c. Fashion shows d. Special Appearances by designers e. Trunk shows f. Contests

g. Sales h. Premiums i. j. Free Samples Promotional Advertising in the fashion industry is designed to increase sales, introduce new products, explain product features and benefits, and support selling efforts. k. Institutional Advertising designed to create a favorable impression and goodwill for a fashion business. l. Print Media

m. Broadcast Media

4.

Competitor's distribution channels

Japanese apparel manufacturers design and develop their own products, oversee a number of production subcontractors, and manufacture and market products under their own brands. Nearly all of these apparel manufacturers also function as wholesalers, selling products directly to retailers. Larger manufacturers even have their own boutiques within department stores, and some also operate outlet stores. Almost 90% of all imports from China and Southeast Asia consist of development imports produced on an OEM basis under Japanese companies direction. Recently this category has come to include not only underwear but also various types of practical outerwear as well. Offshore production occurs not only in China and Southeast Asia, where producers are looking to take advantage of cheap labor supplies, but also in places such as Italy, where producers hope to make use of a highly developed fashion sense and the technical skills of designers and workers. Imported apparel from the West usually passes from the home country manufacturers to either a general trading company or a specialized trading company, and then to a wholesaler, a retailer, and finally to the consumer. Sometimes a trading company based in the country of origin handles the merchandise. In that case the merchandise may be distributed either through a Japanese trading company or directly to a Japanese apparel manufacturer or retailer. In more and more cases imports are being handled by local subsidiaries of Japanese trading companies in the country of origin. In such cases the merchandise may be distributed either directly to a Japanese apparel manufacturer or through the parent trading company in Japan. wholesalers and retailers do business directly with overseas manufacturers. Some larger

C. Market size
Domestic production of apparel has declined since 1992 on both a value and a volume basis. The reasons are the slump in the market, combined with the fundamental shift to offshore production on the part of Japanese apparel manufacturers to cut down production costs. There has been a clear shift away from the Republic of Korea and Taiwan toward China as a base for production and a source of imports. As Chinas productive capability has increased

markedly through improved stitching technology combined with the relative ease of obtaining raw materials and labor resources, apparel imports from China has soared. Apparel imports set an all-time record on volume basis in 2000, with 5.5 billion units, and on a value basis in 2001, with 2.1884 trillion JPY (including accessories). However, 2002 marked the second straight year of decline in import volume, as imports slipped to 5.04 billion units. Imports were also down on a value basis, to 2.717 trillion JPY, a decline of 5.3% from the year before and the first year of decline since 1999.

1.

Estimated industry sales for the planning year

As a producer, Japan remains a key supplier of advanced high-tech fibers - its fiber exports rose by 29% to US$1.32bn last year - although Flanagan believes the area in the north east of the country that has been worst hit accounts for just 3% of the country's total industrial production. On the apparel side, retailers import most of the clothes sold in their stores. The vast majority - around 82% - of these come from China, with the rest from South East Asia or Bangladesh. Japan imported clothing worth JPY2, 327bn (US$28.7bn) in 2010 - with imports from China worth JPY1, 912bn.

This has led to claims from some supply countries that they will be hit by a slowdown in consumption as shoppers rein in their spending and economic growth slows after the crisis. If Japan has to refocus all its resources on rebuilding then there's going to be less spending on clothing. If they have to shut down some or all of their nuclear reactors they're probably going to need more oil and gas to power the country, which may drive up oil and gas prices. Not only would this hit the supply chain for synthetic fibers for the apparel industry, but if oil and gas prices rise too much that could cause the global economy to slow down. According to Euromonitor data, the value of clothing retail sales in Japan fell by 8.5% between 2008 and 2010, from JPY9,649.47bn to JPY8,832.77bn. Before recent events happened, a further fall of 1.7% had been forecast for this year.

The latest economic update from the World Bank also points to the earthquake and tsunami shaving 0.25 to 0.50 percentage points off of Japanese GDP by mid-2011 - with growth likely to rebound strongly after that on rebuilding efforts. It also expects events to have just a short-term impact on other East Asian economies. Another ironic twist has seen an easing in the price of cotton after investors rushed to rid themselves of any exposure to risk. The New York futures contract for May 2011 delivery has fallen to $1.99 per pound from a record high of $2.27.

D. Government participation in the marketplace 1. Agencies that can help you

There are various marketing agencies that are helping international marketers to spread out the business in Japan.

2.

Regulations you must follow

SK ER oi J MITI taarpor RETAIL OUTLET NIYE KI JANI EKTA SLIDE CHILO !!! OIKHNAE THEKE COPY MERE DILEI HOBE !! Ami iota khuje pacchina !!

IX. Executive summary

The Japanese apparel industry is estimated to be around 16 billion yen, out of which the men's garment segment constitutes nearly 30 % of the total market.

The men's apparel industry in Japan is different than the apparel industry in other countries in the sense that manufacturers in Japan produce garments meeting the current fashion trends. The country is the largest manufacturer and sourcing region for apparel machinery and spare parts in Asia. China is fast becoming the largest hub for sourcing apparel machinery and spare parts at lower rates as compared to Japan. Japan imports nearly 80% of total imports from China. Other countries include USA, EU and other Asian countries in the last few years; China has been looking at Japan as a potential retail market for its clothes. The country's proximity to Japan also makes this a lucrative venture. Japan is also interested to take products from us. Japan, a country of islands, extends along the eastern or Pacific

coast of Asia. In total land area, Japan is slightly smaller than California. Transportation in Japan is modern and infrastructure spending has been large. Japan's road spending has also been large. Japan has left-hand traffic. The largest ports include Nagoya Port. Overall, Japanese consumer apparel spending has declined steadily for many years. Spending on clothing in Japan accounted for 3% of total consumer expenditures, down from 4% in 2000 (Euromonitor International). Based on the Consumer Price Index (CPI), average apparel prices have declined each month for the past 19 months. With lower prices, Japanese consumers are likely spending less on apparel overall but may still be going home with the same amount (or units) of clothing. As Japanese consumers have adjusted their purchasing strategies, value-oriented retailers have gained significant market share. Twentythree percent of consumers in Japan consumers shop for most of their clothing at specialty stores, followed by off-price stores (22%), department stores (17%), and chain stores (15%). The increasing popularity of off-price stores demonstrates the growing prevalence of Japanese consumers who are open to the idea of paying lower prices, and actively seeking them out. Price has increased in significance for the Japanese consumer over the past few years, but quality is still important. Among the top responses were color, price, overall quality, finish, style, and performance. This finding is reflective of consumers in a struggling economy and of a market in which quality apparel can be found at varying price levels.

Consumers in Japan still find quality important but are putting a new emphasis on maximizing purchase value. Offering consumers quality clothing at value prices continues to be a growing opportunity within this country and is attracting new players to the apparel industry. Japan has a long tradition of neighborhood shopping streets (shtengai) where people shop for daily necessities at many small, specialized shops where shopkeepers call out the friendly greeting irrasshaimase! to attract customers. The number of convenience stores in Japan has grown rapidly from 23,837 stores in 1991 to 39,628 stores in 1999, during which time sales have nearly doubled. Generally Japanese clothing market is saturated with products from Chinese markets. SO our main competitors would Chinese companies and Italian companies who are supplying apparel products in Japan.

In the post-bubble era, Japans apparel market has seen so-called price destruction and prices are lower overall. Changes in the distribution system, including the rise of discount

mens wear stores, have also contributed to lower prices. As sales remain stagnant, the domestic apparel industry is working to respond to changing consumer needs and shorten the fashion product cycle through quick-response systems. The apparel and fashion field clearly demonstrates the trend toward consumer selectivity and focus in the current environment consumer spending. Low-cost, good-quality casual wear made in China has attracted overwhelming consumer support.

Japanese apparel manufacturers design and develop their own products, oversee a number of production subcontractors, and manufacture and market products under their own brands. Nearly all of these apparel manufacturers also function as wholesalers, selling products directly to retailers. In that case the merchandise may be distributed either through a Japanese trading company or directly to a Japanese apparel manufacturer or retailer. In more and more cases imports are being handled by local subsidiaries of Japanese trading companies in the country of origin. In such cases the merchandise may be distributed either directly to a Japanese apparel manufacturer or through the parent trading company in Japan. wholesalers and retailers do business directly with overseas manufacturers. Some larger

Domestic production of apparel has declined since 1992 on both a value and a volume basis. The reasons are the slump in the market, combined with the fundamental shift to offshore production on the part of Japanese apparel manufacturers to cut down production costs. On the apparel side, retailers import most of the clothes sold in their stores. Japan imported clothing worth JPY2, 327bn (US$28.7bn) in 2010 - with imports from China worth JPY1, 912bn. According to Euromonitor data, the value of clothing retail sales in Japan fell by 8.5% between 2008 and 2010, from JPY9,649.47bn to JPY8,832.77bn.

X. Sources of information 1. 2. 3. 4. 5. 6. www.ttisfashionbiz.com http://www.wallybarker.com http://www.japanmarketingnews.com/fashion/ http://www.consumerpsychologist.com/distribution.html http://www.emeraldinsight.com http://lifestylemonitor.cottoninc.com

7. 8.

http://www.tokyograph.com http://en.wikipedia.org/wiki/Japanese_clothing

XI. Appendixes IV. Preliminary Marketing Plan Information gathered in guidelines I through III serves as the basis for developing a marketing plan for your product or brand in a target market. How the problems and opportunities that surfaced in the preceding steps are overcome or exploited to produce maximum sales and profits are presented here. The action plan reflects, in your judgment, the most effective means of marketing your product in a country market. Budgets, expected profits and losses, and additional resources necessary to implement the proposed plan are also presented.

Guideline
I. The marketing plan A. Marketing objectives 1. Target market Our target market is very broad because they we define their target by segmenting ages and lifestyles as traditional retailers do. Our target market is a young, educated one that likes fashion and is sensitive to fashion. Today, people around the world through various communication devices have more access to information about fashion. So, we got a broad market. We are giving comparatively lower prices than others so people is destined to come here to get quality good sat a lower price. 2. Expected sales 2011 As because of the devastating tsunami and earthquake it is quite hard to predict the expected sales volume of this year. 3. Profit expectations 2011 Same thing is to be said as above mentioned. 4. Market penetration and coverage B. Product adaptation or modification Using the product component model as your guide, indicate how your product can be adapted for the market. 1. Core component 2. Packaging component 3. Support services component C. Promotion mix 1. Advertising a. Objectives b. Media mix

c. Message d. Costs 2. Sales promotions a. Objectives b. Coupons c. Premiums d. Costs 3. Personal selling 4. Other promotional methods D. Distribution: From origin to destination 1. Port selection a. Origin port Products will be transported from different EPZs of Bangladesh. b. Destination port 2. Mode selection: Advantages/disadvantages of each mode a. Railroads b. Air carriers c. Ocean carriers d. Motor carriers 3. Packing a. Marking and labeling regulations b. Containerization c. Costs 4. Documentation required a. Bill of lading b. Dock receipt c. Air bill d. Commercial invoice e. Pro forma invoice f. Shipper's export declaration g. Statement of origin h. Special documentation 5. Insurance claims 6. Freight forwarder If your company does not have a transportation or traffic management department, then consider using a freight forwarder. There are distinct advantages and disadvantages to hiring one. E. Channels of distribution (micro analysis) This section presents details about the specific types of distribution in your marketing plan. 1. Retailers a. Type and number of retail stores b. Retail markups for products in each type of retail store c. Methods of operation for each type (cash/credit) d. Scale of operation for each type (small/large) 2. Wholesale middlemen a. Type and number of wholesale middlemen b. Markup for class of products by each type

c. Methods of operation for each type (cash/credit) d. Scale of operation (small/large) 3. Import/export agents 4. Warehousing a. Type b. Location F. Price determination 1. Cost of the shipment of goods 2. Transportation costs 3. Handling expenses a. Pier charges b. Warfare fees c. Loading and unloading charges 4. Insurance costs 5. Customs duties 6. Import taxes and value-added tax 7. Wholesale and retail markups and discounts 8. Company's gross margins 9. Retail price G. Terms of sale 1. EX works, FOB, FAS, C&F, CIF 2. Advantages/disadvantages of each H. Methods of payment 1. Cash in advance 2. Open accounts 3. Consignment sales 4. Sight, time, or date drafts 5. Letters of credit II. Pro forma financial statements and budgets A. Marketing budget 1. Selling expense 2. Advertising/promotion expense 3. Distribution expense 4. Product cost 5. Other costs B. Pro forma annual profit and loss statement (first year and fifth year) III. Resource requirements A. Finances B. Personnel C. Production capacity IV. Executive summary After completing the research for this report, prepare a two-page (maximum) summary of the major points of your successful marketing plan, and place it at the front of the report. V. Sources of information VI. Appendixes