Product and Distribution Strategy of the Building Materials Industry in Bangladesh: A Case Study of Anwar Cement Ltd.

Abstract

This thesis investigates the product and distribution strategy of the building materials industry in Bangladesh, focusing on Anwar Cement Ltd., a leading entity under the Anwar Group of Industries. The building materials sector in Bangladesh has undergone rapid growth, propelled by intensifying competition, urbanization, and evolving consumer demands. Anwar Cement Ltd. faces the dual challenge of maintaining its market leadership while adapting to a dynamic and competitive environment. Adopting a case study methodology, this research integrates qualitative and quantitative data collection techniques, including in-depth interviews with stakeholders, analysis of promotional campaigns, and market trend assessments. The study uncovers a comprehensive strategy employed by Anwar Cement Ltd., featuring a blend of traditional and digital marketing approaches, strategic partnerships, and consumer-centric campaigns tailored to regional preferences. Furthermore, critical aspects such as branding, pricing, and customer relationship management are identified as pivotal to the company’s distribution success. The research highlights the importance of navigating Bangladesh’s unique market dynamics, characterized by diverse geographical challenges, varied consumer behaviors, and infrastructural constraints. It also explores the role of technology, such as logistics management systems and real-time tracking tools, in streamlining supply chains and enhancing distribution efficiency. Despite notable achievements, the study identifies opportunities for improvement, particularly in adopting sustainability-focused practices and environmentally friendly distribution models. As global emphasis shifts towards eco-conscious business strategies, the integration of sustainable initiatives is imperative for long-term industry growth and resilience. This thesis provides critical insights into the building materials industry in Bangladesh, offering a practical framework for practitioners and researchers seeking to develop effective product and distribution strategies in emerging markets.