5.

Industry Analysis:

Fish is the second most important agricultural crop in Bangladesh and its
production provides to the livelihoods and employment of millions of people. The
demand for fish and seafood is overgrowing. Every day a lot of fishes get to
market, but how many are safe to eat? Many fish farmers use antibiotics and
harmful substances that are dangerous to human health. There are many fisheries
in Bangladesh; most of them are outside Dhaka, which increases transportation
costs. Because of the distance, many fish get rotten. The middle man between the
fish farmers and customers is fishsellers. Many fishsellers use preservatives to
keep the fish fresh and prevent it from rotting and preservatives are also harmful
to humans. Mach Mela aims to serve the customer safe and fresh.
Mach Mela is located in Dhaka. We don't use any antibiotics or harmful
substances, and our fishes are fresh and safe. We use Biofloc method to produce
fish. Because the farm is located in Dhaka, there isn't much distance between the
farm to the markets. So the fishes arrive fresh at the market. Fishsellers don't
have to use any chemicals. The reasons why we are using the Biofloc method are-
 eco-friendly culture system.
 It decreases environmental impact.
 Advances land and water use efficiency
 Insufficient or zero water exchange
 Higher productivity (It enhances survival rate, growth performance)
 More powerful biosecurity.
 Reduces water contamination and the risk of introduction and spread of
pathogens
 Cost-effective feed production.
5.1 PESTLE Analysis:
A PEST analysis is used to identify the external forces affecting an
organization/making up its Macro Environment. This is a simple analysis of an
organization’s Political, Economic, Social and Technological environment. A PEST
analysis incorporating legal and environmental factors is called a PESTLE analysis.
PESTLE helps a business determine exactly how various types and categories of
factors influence its ‘well-being’.

Political:
The political environment refers to all those things pertaining to and preserved by
the government that affects the economy and business scenario in general.
Government regulations and policies that may impact our business environment
the most may include trade and labor laws, tax policies, environmental rules and
regulations, trade limitations, infrastructure and development policies, etc.
Political factors for Mach Mela may include the following types of instruments:
 Legislation such as the minimum wage or anti-discrimination laws.
 Voluntary codes and practices
 Market regulations
 Trade agreements, tariffs or restrictions
 Tax levies and tax breaks

Economic:
Economic environment refers mainly to the macroeconomic factors as these
factors may have a strong influence upon the business environment, but a firm
does not have any control over them. The most Mach Mela can do is, modify its
business strategies and various commercial and financial policies accordingly to
make the most of the economic situation at hand. The tax charge which the
company would face is going to be limited since the percentage of income that
the company would make is limited. Inflation will be a significant problem in the
future of the business, as it will influence our pricing. It will raise the cost of
business if inflation hits the economy. Some examples include wages, rent, utility
bills, etc.
The contribution of fisheries to the national economy has always been crucial.
Fisheries and aquaculture are the second-largest export industry and the most
critical contributors in export earning in Bangladesh. Once we exceed the demand
of our country, we will expand our business and start thinking of exporting. Mach
Mela will play a small but significant part in the country's economic situation.

Social :
Social environment refers to the social, religious and cultural aspects of the
business environment that may be affected by, and may react to, the firm's
transitional strategies either positively or negatively. The people of Bangladesh
love to eat fish. There are no specific religious barriers for us to enter the
industry. Our company can contribute to the underprivileged people directly by
providing employment and a source of livelihood.

Technical:
The technological environment refers to the technical aspects of the business
environment. It may include the level of automation available in the current
times, specialized equipment and infrastructure, rate of technological progress
and research and development activities. Since we will be selling fish online, we
will need many technologies. We will have to set up a website where we will be
receiving orders. Fresh fish will use technology in many ways, they are:
 Mach Mela will be highly focusing on social media for advertising. So the
internet will be a highly used technology here.
 Technology systems including a multitude of software that will help us
manage our business.
 Technology hardware such as mobile phones, computers, printers to record
information.
 We will be using software for keeping our cash records.
  In farming, we will use technologies like oxygen motor, ammonia meter,
etc.

Environmental:
This refers to all the factors directly related, influenced or determined by the
surrounding environment. As we know Biofloc method is entirely an eco-friendly
culture system. It decreases environmental impact. none of the resources used
are getting wasted. It’s obvious that Mach Mela is undoubtedly an ecofriendly
company.

Legal:
The legal part refers to all the laws directly connected to a business or company
and its area of activity, including consumer law, antitrust law, anti-discrimination
law and health and safety law. We need to take the legal authorization, fish
culture license and other documents to set up a farm. Mach Mela company 100%
legal in nature.

Now question arises “how will our company fit in existing industry?”

There are some big companies in this business, but that doesn't put us at a
disadvantage. That's because it's a big market; the consumption rate and demand
for fish are increasing, but production is not growing at the same rate. That's
creating a gap between supply and demand. That's where we come in to fill this
gap as much as possible. Mach Mela aims to do things differently than others.
We are not only selling offline; we are also selling online. Customers can come to
the farm and purchase live fish from us. As we are located in Dhaka delivering
fresh wouldn't be a problem. We will provide safe, fresh and healthy fish and fit in
the industry with ease.
Market Analysis:
Mach Mela will go through a multi-segment marketing strategy following market
penetration and market development. We will target our market with effective
survey and customer’s feedback towards our plan. Firstly we are going to survey
the local markets then the online market. We will promote our product through
our webpage and social media platforms. We will attract buyers with offers and
discounts for online purchases. We will also survey big companies in the fisheries
industry. We have seen that there's a massive quantity of demand for fishes all
over Bangladesh and overseas, and hence we will be able to expand our business
in near future.

Target Market:
Target market analysis is the most crucial part of an organization. As we
are both a B2B and B2C company, we will be targeting the mass. Fish is
consumed by all classes. So there's no specific class to target. Because
we are targeting the mass, we will be a B2M company.

At the moment we have few major competitors in our industry since