Promotional Strategy of Securities Industry in Bangladesh: A Case Study on Mir Securities Ltd

Abstract

In a developing country like Bangladesh, planned growth of Construction Industry such as construction of industrial complexes, Roads, Bridges, Rail lines & Flyovers, Power Stations, Housing infrastructures, Airport Development, etc. is a prerequisite for achieving the goal of overall national development. With this end in view, late Mir Akeb Hossain established the organization as a Partnership Company in the year 1968. With the extension of its activities, nation-wide, the company was converted into a Private Limited Company in the year 1980. Through a long process of organizational development, the Company that started its activities in the year 1968 almost from scratch, achieved rapid and steady growth under the youthful exuberance and dynamic leadership of its late founding Managing Director as well as its present Managing Director in particular with able assistance and concerted efforts of its Directors, engineers, technicians and employees in general and the Company is now in the forefront of Construction Industry in Bangladesh. Mir Securities Ltd. is the proud concern of the Mir Akter Hossain Limited. I have found out that Mir Securities Ltd. uses different mixtures of 4Ps: product, price, place, and promotion as controllable tactical marketing tools to target and position its different consumer segments creating brand loyalty to its tradable and profitable financial products. The company should ensure the wellbeing of the consumers ensuring the highest quality of its brand, differentiate its pricing strategy, and penetrate its brand into the markets with its business partners to boost its market share, develop alternative investment plans and set up a research department to get feedback of the clients following customer-oriented marketing strategies.