Product Strategies of Industrial Gases: A Case study on Linde Bangladesh Ltd.

Abstract

The report is about the product strategy for Industrial gases of Lin de Bangladesh. The objective of the report was to evaluate the product strategies developed and managed by Linde Bangladesh by identifying the Segmentation, targeting, and positioning (STP) strategies and the specific product strategies. The Linde Group has a history of over 130 years built on a heritage of innovation with a strong focus on technology. The company’s founder Carl Von Linde, invented refrigeration technology and pioneered process of air separation. Today Linde group is a global market leader in gases and engineering solutions. Linde markets different types of gases and supporting equipment and materials to both Government and private commercial enterprises. In according with the needs the market targeted, they develop their product strategies. To support the respective product strategies, they focus on recruiting and training the right people to be of value to the identified target markets. The SWOT Analysis of Linde Bangladesh has been conducted and details of analysis is duly reported in appropriate section of the report. Linde is found to be market leader in industry. The report concludes with some recommendations that Linde Bangladesh can use to improve their services and offerings to their target markets.