Internship Report

On

Prepared To
Gouranga Chandra Debnath
Assistant Professor and Head
Department of Business Administration
Faculty of Business & Entrepreneurship
Daffodil International University

Prepared By
Faysal Hasan
ID No. 131-11-3172
Department of Business Administration
Faculty of Business & Entrepreneurship
Daffodil International University

Date of Submissio
Tra
Letter Of Testimonial

13th January, 2019

Gouranga Chandra Debnath
Assistant Professor and Head
Department of Business Administration
Faculty of Business & Entrepreneurship
Daffodil International University

Subject:

Dear Sir,

It gives me tremendous joy to be able to submit this internship report on ACI Logistics Ltd
SWAPNO. to you which has been prepared as a partial requirement for the fulfillment of the
BBA program in Daffodil International University.

I have given my utter best in writing this report and developing the case I have included in the
report. It has been an honor to work under your guidance and assistance in the preparation of
this report. I am very grateful for the invaluable insights you have provided for this report,
making it easier for me to write this paper in the best way possible.

I hope this report meets your expectations and you find it to be interesting and informative. For
any queries, please do not hesitate to contact me.
So it was a delightful experience for me to work on this topic and I am very thankful to
you for giving me this opportunity

Sincerely yours,

Faysal Hasan
ID. No. 131-11-3172
Program: BBA
Major in HRM
Daffodil International University
 Acknowledg
First and foremost, I would like to thank Almighty Allah for bestowing me with the ability
to finish this internship report within the best of my knowledge and abilities. I would like to
express my gratitude towards my family as well for the love and support they always give
me. Undoubtedly, this report would not have come to proper completion without the help of
various people. I would like to acknowledge their encouragement, support, guidance and
supervision. I would like to express my gratitude towards my internship advisor, Mr.
Riyashad Ahmed, without whose unwavering support and guidance this report would not
have been what it has come to now. I had my internship in the PIDS (Process Innovation &
Data Science) department of ACI Logistics Ltd. I would like to acknowledge their
contribution as whole towards my report as without their cooperation and knowledge, I may
not have been able to correctly put into light some of the segments of this report and gather
the sufficient insight necessary to make this report come to fruition. I would also like to
thank my friends, especially those who have studied alongside me in Daffodil International
university. I appreciate all of the encouragement, support and assistance I have received
from them which have helped me immensely throughout the internship period. Lastly, I
apologize if I have left any person out who has contributed towards this report in any way
and has helped me throughout my internship at ACI Logistics Ltd SWAPNO.
 Table Of Content

Topics Page
Chapter: 1 02
1. Company Overview 03
1.2 Overview of ACI Logistics Ltd 03
1.3 Vision Methodology 03
1.4 Our Values 0
History 05
2. Chapter: 2 06
2.2 Activities of the Organization 12
2.2.1.1 Pharmaceuticals 13
2.3.1.1 Pharmaceuticals 13
2.3.1.2 Consumer Brands 13
2.3.1.3 Agribusiness 14
2.3.1.3.1 Crop Care & Public Health 14
2.3.1.3.2 Seeds 14
2.3.1.3.3 Cropex 14
2.3.1.3.4 Animal Health 14
2.3.1.3.5 Fertilizer 15
2.3.1.6. International Alliances 16
Chapter: 3 17
3.1 Summary 18
3.2 Description of the Job 19
3.3 My Learning 19
Chapter: 4 20
4.1 Outlet 21
4.2 Decoration 22
4.3 Prices 23
4.4 Advertisement 25
Chapter: 5 26
Chapter One

Company Overview

1. Overview of ACI Logistics Ltd

 ACI Ltd. Is one of the biggest and most renowned conglomerates in present day
Bangladesh with annual net sales of about 48 million BDT (as of 2016-2017 financial year).
Its origin can be traced back to 1968, in the then East Pakistan (current day Bangladesh)
where it was first formed as a subsidiary of Imperial Chemical Industries (ICI). Subsequently,
it incorporated itself as ICI Bangladesh Manufacturers Ltd in 1973 before finally renaming
itself as Advanced Chemical Industries Ltd (ACI Ltd) in 1992. ACI's Mission is to enrich the
quality of life of people through responsible application of knowledge, technology and skills.

ACI Ltd currently operates four strategic business units: healthcare, consumer brands, and
agribusiness and retail chain. Retail chain is where ACI Logistics Ltd. comes into the picture.

ACI Logistics Ltd. is a subsidiary company of ACI Ltd and is responsible for operating
the leading retail chain in the country, Shwapno. It reaches the lives of more than 35000
households daily which goes to reiterate its image as the leading and largest retail chain in
Bangladesh, with a market share of more than 45%. ACI Logistics entered into the
Bangladeshi retail market in 2008 as “Fresh and Near” in order to make the company’s “Seed
to Shelf” vision of connecting farmers directly with consumers come into reality. Shwapno
currently operates across 127 outlets nationwide, spanning across Dhaka, Sylhet, Chittagong
and Comilla. Shwapno’s vision is to positively impact the lives of many. It is a constant
advocate for sustainability, environmental and health awareness and community wellbeing.

Vision
Shwapno was launched with a vision to change the lifestyle of Bangladeshi consumers.

Our Values

 To deliver success we have a clear set of values & beliefs.

 Impeccable integrity - We are honest, transparent and ethical in all our dealings.
 Passion to win - We deliver what we promise by bringing the best in all of us.
 Delightful experience -We win the hearts and minds of our employees and consumers
by offering relevant quality, value and service.
 Living an enterprise culture - We believe in trust, truth and teamwork.
 Making a better world - We compassionately contribute to the community we live in.
 Continuous improvement - We constantly learn and innovate to create new paradigm.
 Count every paisa - We treat every taka spent as our own for creating value for our
consumers.

History

The Mother Company (ACI Limited) Started its Journey in 1940

1940: ICI Plc UK Started Operation

1968: ICI plc commissioned manufacturing plant in Nararyanganj
1973: Incorporated as ICI Bangladesh Manufacturers Limited
1982: Mr. M AnisUdDowla joined as Managing Director
1992: ICI Plc divested its shares to local management and ACI came into existence
2008: ACI Logistics Ltd. is launched with the dream to change the life of Bangladeshi
Consumers with the Brand Name “SHWAPNO” in the form of retail chain
Quality Policy

ACI's mission is to achieve business excellence through quality by understanding, accepting,

meeting and exceeding customer expectations. ACI follows International Standards on
Quality Management System to ensure consistent quality of products and services to achieve
customer satisfaction. ACI also meets all national regulatory requirements relating to its
current businesses and ensures that current good Manufacturing Practices (GMP) as
recommended by World Health Organization is followed for its pharmaceutical operations.
The management of ACI commits itself to quality as the prime consideration in all its

business decisions. All employees of ACI must follow documented procedures to ensure
compliance with quality standards. The pool of human resources of the company will be
developed to their full potential and harnessed through regular training and their
participation in seeking continuous improvement of work methods.
Chapter Two

Introduction to the Report

2. Introduction to the Report:

2.1 Rationale of the study:

This report aims to delve into the retail landscape, particularly forcing on Shwapno, the
leading retail chain brand in the country of Bangladesh.

2.2 Statement of problems

The report has been made to highlight the nature of the fast paced nature of the retail
industry in which Shwapno operates. It will shed light on the two main business wings of
Shwapno: the traditional physical stores, i.e. brick and mortar and ecommerce. Additionally,
it will take a look at the problems and challenges Shwapno has faced in the past or continues
to face now, the initiatives taken to resolve those issues and its future prospects.

2.3 Scope and delimitation of the study:

The report primarily focuses on the retail industry, especially that of Bangladesh by
taking a closer look at the leading retail chain brand currently operating here which is
Shwapno. The delimitations are the limited time allowed to collect the information and
prepare this report and the confidentiality maintained by Shwapno when it comes to
disclosing some information about them.

2.4 Objectives of the report:

 Showcase the nature of the retail landscape
 Highlight the rising potential of the retail industry in Bangladesh
 Give a detailed look at Shwapno, the market leader in Bangladesh’s retail industry
 Comparative Analysis with other Super Shop like Agora and Meena Bazar
3. Internship at a glance
I got the opportunity to have my internship at ACI Logistics Limited, a subsidiary of
Advanced Chemical Industries Limited (ACI Ltd.) which operates the retail brand Shwapno
for three months commencing from the 12 th of September 2018. I was placed in the Process
Innovation and Data Science department, known prominently as “PIDS” in the organization.
This department mainly deals with bringing innovative practices in the operations of
Shwapno, dealing with data analytics and the ecommerce website Shwapno.com.

My job responsibilities and duties consisted of:

 Categorizing customer complaints

 Tracking competitor’s assortments of the goods they offer
 Tracking competitor’s promotional offers daily
 Analyzing and making comparisons between Shwapno.com’s and competitor’s
promotions
 Helping my department come up with counter strategies against competitors’ ones
 Collecting and organizing information regarding promotions
Chapter Three

Overview of the retail industry

4. Overview of the retail industry

4.1 What is retail?

The term ‘retail’ pertains to the sale of goods to ultimate consumers in comparatively small
quantities for use or consumption rather than for resale. It is basically how producers of
goods and services get their products to end consumers. Retailers often procure their goods
directly from manufacturers, but other times, they may also get goods from wholesaler or
distributers who work as a middleman between the retailer and the manufacturer or producer
of the said goods. This may make it easier for distribution and marketing. Retailers are the
final stop on the supply chain before products end up in the shopping carts of consumers.
Retailing usually takes place in retail stores or service establishments but it may also happen
through direct selling such as through vending machines, door-to-door sales or even
electronic channels.

4.2 The retail industry:

The existence of retail markets can be traced back to ancient times. Archaeological
evidence of trade relating to barter systems can be dated back to about 10,000 years ago.
Coinage replaced barter as civilizations continued to grow. There are extensive proofs of
retailing existing in Medieval Europe and recent research also indicates that early retail
systems existed in China.

The modern era of retail is classified as the time period from the industrial revolution to
the 21st century. During the past couple of decades, the retail scene has gone through various
small and big changes. For instance, made to order market for clothing which was the
preferred choice amongst many has changed gradually to be mostly taken over by ready to
wear markets. In some parts of the world such as developing or less developed nations, the
retail business is dominated by smaller family-run or regionally-targeted stores. Developing
nations continue to go through change as bigger.
corporations continue to introduce big retail chains to the landscape such as Big Bazar in
India. In the developed world, consisting of countries like the USA, the market is dominated
by multinational conglomerates such as the Wal-Mart which not only performs well in their
country of origin but continue to branch out to other countries where they see potential for
growth and revenue such as Canada, China, Mexico, etc.
 As digitization continues to occur and people’s lives become more fast-paced, many
companies are moving towards the ecommerce platform. Ecommerce is a growing industry
and has great potential for even more growth in the future, as can be seen by the ecommerce
giant Amazon’s success

4.3 The retail industry of Bangladesh:

In the early 1990s, a “supermarket revolution” began in developing economies. Through
this phenomenon these economies saw a rapid increase of modern retail stores specializing in
food retailing to come into existence and replace traditional shops and wet markets.

Bangladesh became part of the global supermarket revolution in the early 2000s. This was
caused by the changing socioeconomic trends in the country, increasing urbanization, more
women entering the workforce and increasing income per capita.

The first supermarket or retail chain brand to enter the Bangladeshi market was Agora
which was set up in 2001 by Rahimafrooz Superstores Limited. Then in the same year shortly
after Agora’s entrance, Nandan entered the market. Meena Bazaar first set up its outlet in
2002. Shwapno came into the scene in 2008 with the establishment of its first outlet (IDLC
Finance Ltd, 2017).

Ecommerce is an emerging market in Bangladesh and is perceived to be a growing

industry. This has encouraged many companies to enter the ecommerce market. The biggest
ecommerce platforms in the country at present include Chaldal and Daraz.

However retail chain brands which used to operate traditional stores have also started
entering this market. For Instance, Meena Bazaar introduced Meenaclick as its ecommerce
website and Shwapno launched Shwapno.com

The expanding retail market in the country has led to a robust investment in technology,
supply chain and promotional procedures. The demand for supermarkets has been on a steady
growth due the increasing middle income population. This has given local businesses
confidence to venture into ecommerce as their global counterparts have done so in the past.

However, superstores struggle with expanding outside of the capital, as can be seen that they
are mostly concentrated in Dhaka. It is also difficult for superstores to attract customers with
a percentage of VAT (Value Added Tax), whereas the wet market does not charge any VAT
on purchase
6.0 The Case

6.1 Abstract of the case:

This case seeks to take a deeper look into the perpetually growing retail industry with a
special concentration on Bangladesh. To get a proper idea of how retail operates in
Bangladesh, the case has been developed around Shwapno, the largest and leading retain
chain brand in the country.
It sheds light on how Shwapno has evolved throughout the years since its start in 2008
and its present day situation. In addition, it explains how Shwapno operates its two different
business models, brick and mortar and ecommerce. The problems and challenges Shwapno
has faced in the past to get to its recent day position in the market and difficulties it faces now
have been highlighted.

Furthermore, the case aims to showcase what initiatives Shwapno has taken to remedy its
problems and make operations smoother and more profitable. We also get to have a glimpse
of how Shwapno envisions itself for the future in keeping up with the dynamic environment
and nature of retail.
Chapter Four
Methodology
5. Methodology

5.1 Nature of data:

This paper is exploratory and descriptive in nature. Most of the data used is qualitative. A
qualitative research method of a case study has been used for this paper.

5.2 Sources of data:

The case study is predominantly based on primary data collected from discussions with
various stakeholders of Shwapno but mostly with the various employees working there and
handling there day to day operations. Some secondary data had also been collected from
Shwapno’s annual reports, published official statistics, business journals, research reports,
articles and websites.

Primary Source:
The primary information Is gathered through Informal interviews of the employees and outlet
operation manager working over there under management level, their salesman who are
directly Involved with selling product and also observation while physically visiting the
Branch premises.

Secondary Source:
Secondary sources had also used to collect information. Secondary sources Include:

1. Features and articles published in newspapers and other journals.Website.of

“Shwapno”
2. super store and many other related web Pages.

Data collection technique

Questionnaire:

Unstructured and open-ended questionnaires Ire asked to the different people and customerof
different areas where the Shwapno super store is located to find overall information of
Shwapno.
Observation :

I visited police line Branch, Barisal, of Shwapno for an interview to an Outlet operation
manager. I also observed the
shop’s environment as Ill as customer perception towards them.

 
Secondary information’s:
 
Secondary information has collected by reviewing websites, journals, brochures and
someother relevant documents.
Chapter Five:

Comparative Analysi
Compare to other organization that is involve with super shop business like Agora, Meena
Bazar Shwapno is in first position in every aspect. Shwapno has 127 outlets all over
Bangladesh, and day by day the no. of outlets is increasing. Market share of Shwapno is 35%
in modern retail system.

The biggest advantage of Shwapno is that, different age and different income group people is
the target people of Shwapno that is the main uniqueness as Shwapno.
4.2 Decoration:
Decorations of Shwapno outlets are different than any other super store. Shwapno always try
to decorate their outlet in a different way to attract the customers then their competitors. Like
they decorate their new outlet with balloons and much colorful material.

4.3 Prices:
Compare to other supershop price of the products in Shwapno is less. The main reason is that
Shwapno usually collect their products directly from whole seller, and another important
reason is VAT .Shwapno usually pays the government VAT themselves for that reason they
take less price from the customers. Low price than regular market is the most competitive
advantage for Shwapno.
4.4 Advertisement:

Promotional activity of Shapno is totally different from competitors. From the above picture
we can see a unique promotional concept which is recently made by Shwapno. Shwapno
always tries to connect with their customers with different occasion. So they always make
different advertisement based on different occasion. From their unique advertisement it is
highly noticeable.
it is noticeable that Shwapno made an emotional advertisement to show respect all the
mothers.
it is noticeable that Shwapno made different advertisement for Bangla New Year for different
target group. From these all the photos we can understand the uniqueness of advertisement
properly.
Chapter Six
Observation:
Observation:

Vacancy of Employment for Months:

There was a vacancy of employment for months which creates less effective completion of
work. In sales dept., after resigning of an employee in the position of sales coordinator, the
dept. did not involve in recruitment process. Absence of an expert as well as well-trained
employee such him, the work process became slower.

Fewer Corporate Visits:

Sales officers do not visit corporate offices properly. Their fewer visits become a hindrance
to get potential clients.

Slow Execution of Decision:

The implementation and complication of decision is very lengthy. If a decision is made, then
for the approval it has to be singed by the managers of all department which is a very time
consuming process because all the managers are not present in the office at a time and
sometimes it take days to get signatures from all the managers.
Chapter Seven

Recommendation
Faster Work Execution:

To get proper success in any particular work, faster work execution is needed to a great
extent. If the execution gets faster then it will be very profitable for the company.

More Potential Corporate Visit:

Sales officer should visit more corporate offices to get the potential clients.

Increase Response in E-mail:

To expect the work to be done in time and share information among all the employees, quick
response towards the mail has to be increased and all the personnel should open the mail link
the whole day and has to go through them often.

Following of Company‟s Written Policy:

All the decision should be made based on the company policy. If that is done and problem
occurs in the future then we can always depend on the company policy.

Responsiveness:

If the employees find themselves more serious and focused towards work then it will be more
profitable for them as well as for the organization.

Update Software:
If the software is updated, the work can be completed in a faster way.
More Marketing:
The company‟s name has been changed few months ago, so it is important to do proper
marketing. Immediately the company should create a new logo of the company.

Filling up Recent Vacancy:

The sales dept. should go for recruitment process for the vacancy position in order to make
work effective.
Chapter Eight

Conclusion
6.6 The future scope of Shwapno:

Shwapno breeds a culture that encourages its people to be dynamic, perpetually active and
innovative and up to date with the latest trends in the market. Following the global trend,
Shwapno believes that Bangladesh will also soon shift more towards online retail and to cope up
with that it has launched its ecommerce website. Shwapno hopes to make it easier and more
accessible for customers their ecommerce platform and make the shift from a primarily brick &
mortar retail brand to an online one and then to an omnichannel retailer. Omni-channel is a
multichannel approach to sales that aims to deliver to customers a seamless shopping experience
whether they are shopping online from a desktop or mobile device, by telephone or in a brick
&mortar store. It's long since the day when data analysis was an option, not a necessity. Since the
emergence of the internet age, the growth of data has increased at an exponential rate. With such
a rapid expansion in data creation, there are more opportunities than ever to gain meaningful and
actionable insight into consumer trends through careful analysis. Shwapno hopes to use more
data and technology to analyze trends and predict trends beforehand. It plans to use big data in
the future to create better insight to consumer patterns. Shwapno hopes to reach even more areas
in the country as it can in the form of outlets or franchised stores which are known as express
outlets so that people all over the country can have the experience of shopping from a retail store
rather than the traditional wet market which is the most prevalent method of shopping among
Bangladeshis. It plans to branch out to other areas of the country where it has not yet stepped
foot in. It has numerous outlets and operations in Dhaka, Chittagong, Sylhet and Comilla and in
the near future more areas will be a part of its coverage. In keeping up with global trends and
following in the footsteps of international retail giants, Shwapno plans to make its processes
more automated to cut down on costs, reduce human error and human dependency and quicken
all processes. It also hopes to 30 introduce world class technologies such as artificial intelligence,
augmented reality, virtual reality, etc to enhance customer experience and improve efficiency. 31
7.Conclusion

Shwapno is a brand that cultivates a culture of being dynamic in the workplace. It has a very fast
paced environment as is typical of most retail businesses. Unlike many others in the market,
Shwapno prides itself in being forward thinking and refusing to be stagnant. Shwapno does not
only focus on the present, but likes to think forward as well. Although being a local business, it
has been trying to emulate world class technologies and practices in its business, which is truly
one of the factors that set it apart from its counterparts in the market. Although faced with
challenges, Shwapno has been working tirelessly to overcome them and set an exemplary image
of itself in the retail landscape and hopes to be one of the biggest businesses in Bangladesh in the
near future. Not only Shwapno, but the retail industry of Bangladesh as a whole is growing and it
looks promising for the future