Exploring Branding Strategies and Practices: A Case Study on Akij Motors

Abstract

Executive Summary Akij Motors is part of AKIJ GROUP a well-known conglomerate in Bangladesh which is also known globally. They are one of the oldest companies in the country that is known for its trust and reliability. Their contribution has been helping to shape the economy of the country and Bangladesh’s strongly growing in commercial productions. They have been top-tier in the national market through their strong distribution channels and network. Akij Motor’s corporate headquarters at Motijheel, Dhaka, with workshops at Tejgaon. Akij Motors, although not very old, is an established automobile chain in the country with a variety of products. They are aiming to be the country’s largest and number one automobile related business and provide offerings at reasonable pricing. They are one of the pioneers to bring electrical vehicles, especially two-wheelers in the country. Their objective is to create and build Bangladesh into a strong and prosperous country, with a mark in automobile. They want to make it easier for everyone to access vehicles. They are not only building and growing the automobile industry, but reshaping it for the betterment of the country. This is leading to more employment opportunities and economic growth in the country. The company is also involved in variety of social activities and charities. Akij Motors is known for their quality of service and products creating space in customers’ mind through trust, affordability and reliability. Their automobile equipment’s are of industry’s top standards and they have a large product portfolio to serve a wide segment customer segment. I was fortunate enough to work for three months from 24th February to 22nd May as an intern in brand and marketing at Akij Motors. These three months have taught me a lot about professionalism and how the industry operates. The report contains my learnings and knowledge about the automobile industry that I obtained through working in the company. The report’s main purpose was to learn and evaluate Akij Motors branding process and performance. From its operations to strategies to reach customers focusing not only on branding but also other sectors. The report is structured in a way such that before discussing the branding departments work and process and my responsibilities; a general overview of the automobile industry is given for context and Akij Motors branding operations and how it has established itself along with their company management structure is provided. Lastly, the report ends with drawbacks that I have encountered during my stay at Akij Motors and suitable recommendations according to my observation and learning that may help the company to improve. These three months have taught me to be resilient, dedicated and focused at my goal to achieve them.