| dc.description.abstract | This internship report analyzes the marketing practices & strategies of Walton Hi-Tech
Industries PLC to understand how the company plans and executes marketing activities in
Bangladesh’s consumer electronics and home appliances market. The study is based on
primary learning from internship observation and assigned tasks, supported by secondary
sources such as academic literature and publicly available company and industry
information. The analysis uses STP (Segmentation, Targeting, and Positioning), the
marketing mix (4Ps/7Ps), IMC, SWOT, and competitor benchmarking. The findings
indicate that Walton’s marketing performance is mainly supported by a wide product
portfolio, competitive pricing, strong distribution coverage, and extensive aftersales service
and warranty support. Promotional activities combine traditional and digital channels, with
campaign-driven sales promotions playing an important role in demand generation.
Distribution reach and service facilities also function as key marketing advantages by
strengthening availability and customer trust. The report also identifies areas for
improvement, including the need for more consistent brand messaging across channels,
stronger category-wise positioning to reduce dependence on price competition, and more
data-driven digital marketing and CRM practices for better targeting and retention. The
report concludes that Walton holds a strong market position, but long-term competitiveness
will depend on clearer differentiation, integrated communication, and improved customer
relationship management. | en_US |
