Report on Marketing Strategy of Rahimafrooz Bangladesh Limited

Report on marting Strategy of Rahimafrooz Bangladesh extra Rahimafrooz Bangladesh contain was formal in 1950. As a job familiarity. lately A. C. Abdur Rahim was the proprietor in this conviction. From 1954 it was arrive ated as a exceptional ph 1r. In the crude environment he had to st artistic convergenceion afresh. He had little capital. His main(prenominal) assets were egotism-confidence and a strong trustfulness in the Almighty, which carried him done and with in totally(a) the difficulties with a remarkable triumph.He finally established a small proprietary trading play along urinated Rahimafrooz & deoxyadenosine monophosphate Co, in Chittagong in 1950 which was later(prenominal) corporal on 1fifth April 1954, which is immediately Rahimafrooz (Bangladesh) Ltd. Rahimafrooz expanded rapidly into miscellaneous trading items. The major milest stars in Rahimafrooz history stool besummarized as below incarnate in 1954 by Mr. A. C. Abdur Rahim Distri b atom ic do 18lyor transfer of Lucas onslaught in 1959 Exclusive distri scarcely whenorship of Dunlop tire in 1978 achievement of Bangladesh operations of Lucas UK in 1980 First ariser of industrial outpouring in 1985Pi aneering solar source in collaboration with BP in 1985 First ever outpouring merchandiseation to Singapore in 1992 Launched Rahimafrooz Instant origin System in 1993 Acquisition of Yuasa Batteries (Bangladesh) Ltd. in 1994 Attained ISO 9002 certification for RBL operations in 1997 First India space opened in Ahmedabad in 2000 selected Bangladesh Enterprise of the Year in 2001 Attained ISO 140011996 for RBLoperations Launched agora the initial ever retail orbit in 2001 Launched Rahimafrooz animation overhaul in 2002 promoting broadcastd indi derrieret. accomplished Rahimafrooz CNG ltd. n 2003 awarded National Export dirty money in 2003 MetronetBangladesh,afibre eye lay downddigitalsolutionproviderfor infocommunication,launched in joint imperil with Flora Telecom in2004 authoritative McGraw-Hill Platt Global qualification prizefor re re cen cadenceimeable si impertinentin 2004 adoptd the Ashden Award for Sustainable Energy in 2006 EPZ mill and RAL dickens naked as a jaybird company genuine in 2008 1. 1 ORIGIN OF THE history This project Report has been prep ard as the follow outment of the partial necessary of B. B. A Program. 1. 2 OBJECTIVE OF THE pass overOur moving in courses argon intentional to help the students learning the technique and acquiring with skills needed utilely in direction including planning, organizing, staffing, directing, motivating and compriseling, riddles in achieving organisational goals in differing gentlemans gentlemanagerial environments as a part in contrary management system. So the prime aim of the regarding reckon is to diagnosis a company regarding their operations & angstrom social unit thus make a nice combination of my quartette years educational learning. T he main objective of the get over is food commercialisedizeing strategy of Rahimafrooz ltd. 1. PURPOSE OF THE REPORT I harbour selective information for my piece of music by two purposes. 1. 4 primary coil PURPOSE The Primary purpose of this tarradiddle is to partly fulfill the requirement of my knight bachelor Degree. 1. 5 SECONDARY PURPOSE tributary sources include the inhering documents akin annual written material company bulletin contrastive research reports and brochures. 1. 6SOURCE AND METHOD OF COLLECTING selective informationThe report is dress upd by secondary source of data. Various reports brochure, catalog, articles and journals, projects profile, dealer credit policy, and Rahimafrooz website is used in this regard. 1. LIMITATION OF THE STUDY Firstly, judging a companys activity recounting to competitor is not an subdued task. This pack has tried to figure out the paint factors that has an effect towards the profitability of the company. Secondly, analyzing the secondary data and comparing it with the primary data was a major business in making the report. trioly, lack of adequate k instanterledge has a effect in writing the report fitly. Chapter Two follow history scrown Late A. C. Abdur Rahim (1915-1982). Rahimafrooz Bangladesh Limited A man of strict u estimablethly taxs, yet a believer in progressive dynamism, and wishful thinker who thought nothing is impossible Late A C Abdur Rahim overcame much challenges and obstacles to go one of the most accomplished entrepreneurs of this nation. inseparable on the 20th of January 1915, he befogged both(prenominal) his pargonnts by the term he was seven years of age. Deprived of bountiful-dress schooling and a typically favorable childhood, he grew up as a man with strong determination, hard bailiwicking diligence, and kind-hearted com fondness. By the early 1940s, Mr. Rahim started small outperform commercial trading on his own. He moved to Chittagong in 19 47 and st ard afresh with echt little capital in hand, but with a whole terra firma of heroism and faith.In 1950, he established the small trading concern dealing in various items. This proprietary crease concern was formally structuredd on April 15, 1954 as Rahimafrooz & international ampere Co. gutter de signalation, Rahimafrooz group commemo range this as its Foundation mean solar daytime. The childhood hardship and the struggle in his young years only do Mr. Rahim a strong individual, a plica human beingness, and a cuter salutary of compassion and humanity. He was a sympathize with father and an affectionate soulfulness passim his life. Whoever, in his life-time, came in touch with Mr. Rahim, lovingly remembers him as a man of fearsome humility, dignity, and trustworthiness.His passion for round-the-clockly up(p) him egotism and his religious and good businesseousness, and his dedication to please his clients atomic progeny 18 still prevalent in at onces Rahimafrooz culture shaping the groupings present and its future day. Todays Rahimafrooz is a dream that Mr. A C Abdur Rahim turned into reality. The business growth, the friendly committedness, and the majuscule diversity in forthwiths Rahimafrooz atomic moment 18 the out lift of one lifetime of hard counterfeit and compassion from Mr. Rahim. He breathed his break on treat 14, 1982 in London. further his take in and his truth realise kept him alive forever.May Allah admit him with eternal peace. all over the decades, Rahimafrooz has grown in coat, scale, and diversity. The gathering today has Eight run Companies (SBUs), a few separate business ventures, and a not for profit social enterprise. As of 2011, the convocation currently employs more than(prenominal) than lead cardinal muckle at present and a further twenty thousand indirectly as suppliers contractors, dealers and retailers. Rahimafrooz operates in four broad segments memory Power, self- propelling & Electronics, Energy and Retail. We have streng and soed our grocery lead at stead maculation reaching out to world(prenominal) commercializes.Ranging from self-propelled after trade increases, cipher and indi plentyt solutions, to a world class retail chain the aggroup at Rahimafrooz is committed to ensuring the go around in tincture standards and time lag the throngs five arrive values mediumness, integrity, Customer Delight , instauration and Inspiring People. Rahimafrooz has been a partner in the study expedition of this nation for more than 50-five years straightaway. We set ourselves the highest standards in answerable corporate behavior and our passion for victor is aligned with the development of the untaught.We ar committed to playing a a head teacher(p) role in driving growth, prosperity, honorable values and social obligation. We continue to deal out our guests through and through unparalleled quality faithfulness an d emolument greatestity. Our business success has been complemented by our commitment to the environment, society and community. At Rahimafrooz, We argon enriching lives with your trust 2. 1 Aspiration To be most admire and trusted plaque through transcendling in ein truththing we do, following ethical business practice and summariseing value to carry holder. 2. 2 VisionBe an energetic group of Taka 2,000 crore by the year 2010 with the alter business portfolio focalize on alive(p) growth, travel bylence, innovation, node beguile in enriching our world. 2. 3 Vision 2015 A nozzleion horse diversified group committed to adding value to all stakeholders and community Value Integrity in all our dealing Excellence in e trulything we do Total commitment to node bliss Thinking ahead and taking juvenile initiative 2. 4 Quality policy We, as a team, totally committed to guest delight through intelligent effort and continuous rectifyment. 2. Community help Rahimafrooz re gularly gift personal, monetary and medical help to throng dis usefulnessd bynatural calamities and wicked illness. Rahimafrooz as well makes signifi chamberpott contribution to wind diabetic and cancer hospitals. 2. 6 Achievements of RBL Asias Best BrandCMO Award 2010 Asias Best Employer SC& FE,CSRAward 2008 Brand LeadershipAward 2008 Ashden AwardAward 2006 National merchandise prize Award 2001- Chapter three strategic business unit (SBU) RBL 3. SBUs (Strategic stemma Units) Rahimafrooz (Bangladesh) Ltd. (Group P bent Company)Rahimafrooz (Batteries) Ltd. Rahimafrooz diffusion Ltd. Rahimafrooz Energy Services Ltd. Rahimafrooz re hotable Energy Ltd. Rahimafrooz CNG Ltd. Rahimafrooz Super entrepots Ltd. Excel Resources Ltd. Rahimafrooz Globatt Ltd. Rahimafrooz do center 3. 1 Rahimafrooz (Bangladesh) Ltd. (Group P arnt Company Rahimafrooz (Bangladesh) Limited (RABL) is the Group Holding and P bent Company including the Group Corporate Center that guides the Strategic agate l ine Units (SBUs). It ensures continuous management innovation, technology adoption, new initiatives, corporate governance and compliance.Rahimafrooz Bangladesh Ltd has imported world famous Dunlop Tire and Tube which is producing in Japan and India. At present Rahimafrooz Bangladesh ltd. Is one of the top most boldnesss in the body politic some falseicer and personnel work hard. From the development of the organization Rahimafrooz Bangladesh ltd. is mainly work in four separate 1. Corporate segment 2. Manufacturing Division 3. merchandise placeing and gross revenue division 4. orbiculate division The chairman is the old geezer executive officer of the organization and the film director is the head of every division. Rahimafrooz Bangladesh ltd. has one head office in Motiheel.Two utility offices in capital of Bangladesh and Chittagong and one factory in Nakhal Para and new(prenominal) is Savar. sh atomic number 18al office is operated by regional manager who has contro lled all the gross revenue force and to a fault has responsible for his job to the managing director of head office. any appointed dealer in the gross revenue center of Rahimafrooz Bangladesh ltd. they al delegacys get up great formulation from the company to manage the client all over the country in that respect atomic number 18 near just just about 180 dealers of Rahimafrooz Bangladesh ltd. Often the company organize conference for the dealer and they create the probability to exchange their value. . 2 Rahimafrooz Battery Ltd Rahimafrooz outpouring ltd has mainly marketplace placeplaceed Rahimafrooz shelling. At present Rahimafrooz company has been producing and selling more than one cardinal categories barrage. self-propelled battery and motor bicycle battery atomic number 18 produced by Rahimafrooz Company. This is very popular in the market and withal high quality. The Companys manufacturing ar points produce a range of yields self-propelling, motorcycle , and appliance batteries, industrial (stationary, deep cycle, traction, VRLA batteries, IPS and UPS batteries, and rectifiers.Lucas and Spark are the conduct names in the local automotive battery market time Volta, Optus and Delta are gaining equity as International rats. RBL has a successful story of installing solar spring in the remote agrarian areas of Bangladesh. It has successfully installed more than 10,000 photographic plate solar systems in the remote rural areas of Bangladesh. In Bangladesh Rahimafrooz Factory is situated in Nakhal Para. Tejgoan. It is the burglarise battery production expertness factory. The pledge tries their take best(p) but to keep its quality through skill and in effect(p) applied scientist Plant Capacity Rahimafrooz has carry of the art manufacturing plants.We are equipped with all latest technologies with stop air manipulation and lead-re pass management. RBL produces contrastive guinea pigs of batteries to pick up the local and world wide of the markistic market. Its capacity in Automotive Battery is 660,000 (N50) units per annum and industrial Battery is 41 one thousand thousand AH/annum. By the end of 2010, these entrust change magnitude to 8000,000 (N50) and 120 Million AH respectively. All the products are fabricate following strict quality and environmental standards, and are ensured by international certifications too. Our main product range includes Automotive battery Motorcycle batteryAppliance battery darksome cycle Flat plate battery Industrial tubular battery VRLA battery IPS and UPS batteries 3. 3 RAHIMAFROOZ DISTRIBUTION LTD The company has a huge relation with the market to distribute its products through the network of dealers. It has almost near about 200 dealers, 280 Retailers and 95 lubricant Dealers across the country for distributing Dunlop tire, Lucas batteries, Volta batteries, RZ tire, BP lubricants and Rahimafrooz instant spot system. RDLs portfolio includes international tire commemorates Dunlop and Kenda charm it too carries its own brand RZ tire andbattery brands Lucas and Spark.RDL is the undivided franchisee of the worlds star(p) lubricant brand Castrol. through Rahimafrooz IPS, UPS and Voltage Stabiliser, the company enjoys clear leadership of the emergency big businessman products market. In addition, it in wish manner runs eight travel religious expediency centres in capital of Bangladesh and Chittagong. Recently the company has entered the electronic goods market. It distributes and markets various household appliances and electronic goods through RDLs newly inaugurated electronics retail chain, Ureka and its numerous sales outlets.RDL product portfolio includes the followings Tyre RDL markets different tyres for car, bus, truck and auto-rickshaw. It is the restore distributor of DUNLOP in Bangladesh. RZ Tyre is its own premium solemn duty truck/bus tyre fit for Bangladeshi road. It as well as markets oppositewise economy ty res. Automotive RDL markets three major brands of automotive batteries LUCAS, VOLTA, VOLTA MF (sustentation Free) and SPARK. All batteries are produced by RBL. Power Back-Up System RahimAfrooz IPS and Rahimafrooz UPS are two popular power pricker-up systems marketed by RDL. LubricantRDL is the marketer and sole agent of Castrol, one of the lubricant giants Rahimafrooz solar is started with apilot light project with the Bangladesh Atomic Energy Commission. Rahimafrooz solar supplies solar-electricity to the remote villages of Bangladesh. More than 30,000 thousand families are supplied with solar power with help of NGOs and International brasss. Excel retires limited RBL is the star tyre re tread down company in Bangladesh. ERL has been constituent the industry since 1994 providingbest quality of refashions. Its plant is capable of retreading tyres ofcar, bus, and truck.EXCEL RESOURCES LTD Excel Resources Ltd. (ERL) is a guide name for tyre retread. ERL excessively manufacture s and markets emery cloths and abrader musical compositions. ABOUT RETREAD Retread of tyre is a extremity whereby new tread rubber is applied on a used tyre event if through properly, this motion allows similar mileage deal new tyres. The abut extends longer casing life. Based on the casing, a tyre can be retread up to 3 or 4 times, as long as the casing bear outs. The retread process is eco-friendly and does not result in environmental pollution.A retread tyre can save up to 50% of new tyres cost. Every time you buy and use a retread tyre, you help to conserve Their valuable natural resources and since retread tyres are less dearly-won than comparable new tyres, one can save money magic spell lot the environment. This is truly a win-win situation 3. 4 Rahimafrooz Energy Services Ltd. tag Rahimafrooz Energy Services Limited was established in the year 2000 as a standby, absorbed anddistributed power solution provider. It is a leading name in the diesel motor beginning industry having a client base of nearly 700.Its clientele comprise of industrial plants, real countrys, hospitals, educational institutions, telecoms, supermarkets, corporate houses and presidency establishments including the Armed Forces. The company is selling both diesel and swash authors from Pramac Power Engineering, Italy and Spain, and Mitsubishi sound Industries Limited, Japan. Rahimafrooz Energy is also providing Rental Power with both diesel and gas generators. Rahimafrooz Energy is the Authorized distributer of GE Consumer & Industrial Lighting, USA and Exclusive galvanic distributor of Wiring Accessories and Low Voltage testimonial Devices from Hager, France in Bangladesh.Located at the heart of Tejgaon Industrial Area, Dhaka Rahimafrooz Energy is equipped with the necessity assistant facilities and ready availability of stocks for all kinds of organizations and individuals requiring brawniness related solutions RESL is the Exclusive Distributor of PRAMA C in Bangladesh. It markets diesel generators up to 2500 KVA for five-fold users. Its guests comprised of industrial plants, real acress, hospitals, educational institutions, telecom companies, supermarkets, corporate houses and presidential term establishments.Established with the aim of being a provider of standby, captive and distributed power solutions allegeing 24X7 customer operate, the company is now ready to launch three new products which are gas generators, power rentals and electrical accessories. In a short bridge circuit of five years, Rahimafrooz Energy Services Limited has grown to be a exceedingly reliable energy solution company. PRAMAC generators fix up to 2,500 KVA for multipurpose use. Its customers comprised of industrial plants, real estates, hospitals, educational institutions, telecom companies, supermarkets, corporate houses and government establishments. . 5 RAHIMAFROOZ RENEWABLE ENERGY LTD Transforming the lives of throng and lighting up differen t corners of the country, Rahimafrooz Renewable Energy Ltd. (RRE) has been providing Rahimafrooz Solar solutions for households, agriculture, healthcare, education, rural streets and market calculates. To ensure, RRE has lightened up more than 40,000 rural homes in Bangladesh and the Company is endeavoring to do much more in the future. The abundance, inexhaustibility and non polluting nature of solar energy, have do it remedy alternative for conventional energy sources, which are get fast exhausted.So farthest only a small piece of solar energy is being harness for use in solar pissing heating, solar lighting, telecommunications, medical refrigeration and solar urine pumping. on the job(p) closely with Bangladesh organizations agencies, NGOs, donor and partner organizations, and international agencies, RRE offers a full rage of solar solutions including home lighting, street lighting, heating systems, water pumps, Photo Voltaic (PV) centralized systems, drop irrigation systems, vaccine refrigeration, book for computer and some some other(a) electronic systems, and a number of other solutions.More than 60,000 homes already been illuminated with RREs solar efforts and the number is al expressions evolution. Rahimafrooz Bangladesh Ltd. At counterbalance has marketed solar energy by merchandise it from England. The following places and the institutions are the user of solar. 1. hospital and Clinic 2. Irrigation project 3. School, Masjid, Road, Television 4. Telecommunication sector. 5. line signal 6. To find out the river way. The Organization where the solar Energy is set up 1. NGO 2. Tea Garden 3. military cantonment Chittagong 4. Private Organization 3. 6 RAHIMAFROOZ CNG LTD. Rahimafrooz CNG Ltd. RACNG) offers comprehensive solutions for CNG re rendering, conversion, conversion centers, and maintenance. The Company runs progressive CNG conversion centers offering 1st to 5th generation conversion, and is setting up a wide country-wide net work of re evokeing stations. It also assists, through equipments, technological know-how, training and marketing, in setting up CNG conversion centers and refueling stations INSTALLATION OF CNG STATION It helps to apparatus CNG Fuel Station on a turn-key basis. It also assists in obtaining financial ache from the Financial Institution to setting up CNG station.It provides round the clock technical supports and training CNG CONVERSION It has its own conversion centers where you can convert your Octane or Petrol pack automobile into CNG. Rahimafrooz CNG offers an innovative and technically mod system for conversion of all types of vehicles into CNG It is the sole technical and commercial representative of Lo. gas s. r. l. of Italy. All CNG components are attached full warranty with necessary technical support. CNG run It also provides all types of technical support related to CNG stations, systems and kits to individuals and institutions. 3. 7 Rahimafrooz Superstores LtdRahim afrooz Superstores Ltd. (RSL) made a breakthrough in the urban life demeanors by launching the first retail chain in the country public square. With outlets in definitive muddles in Dhaka, and many more feeler at key locations in Dhaka and other major cities, Agora is endeavoring to fulfill the familiar needs of the urbanites through uncontaminating determine, right assortment, and best quality. While Agora mainly focuses on food items ranging from a wide variety of fish, meat, vegetables, fruits, bakery, dairy, and grocery it also carries a vast array of other household, grocery, personal care, and various other products.Having started its journey in 2001, Agora is committed to sustaining and growing as the most trusted, loved, and frequented retail chain. Agora outlets Dhanmodi Gulshan Mogbajar Mirpur 3. 8 Rahimafrooz Globatt Ltd (RGL) Rahimafrooz Globatt Ltd (RGL) is the global wing of Rahimafrooz group. As part of excelling two decades of international market experience and aspiring to be add up a truly global company, this state of the art Maintenance Free (MF) and Sealed Maintenance Free (SMF) battery manufacturing plant was established in the year 2009. With 2. million unit production capacity per year, RGL is the largest battery export plant in South Asia. In recognition to its quality management system, RGL has produced ISO 90012008 Certification from Orion Registrar, Inc. , USA. The manufacturing process of RGL ensures highest level of environment sustainability. RGL offers a broad range of maintenance exonerate automotive batteries manufactured harmonise to JIS and DIN standard for a variety of vehicles, ranging from small cars to large commercial vehicles. RGL also manufactures deep cycle battery for inverter application.All these batteries have been de write by one of the leading German company. These batteries are de sign-language(a) for millions of vehicle enthusiasts across Asia & Pacific, heart and soul East, Africa, Europe and Americas. As the pay off line ofits flagship brand GLOBATT Drive in spite of appearance illustrates, the battery is winning heart and beware of the consumers around the globe through its unparallel consummation. Metro net Rahimafrooz Group, in a joint enterprise, has ventured into the first ever grapheme optical commercial networking backbone in Bangladesh Metronet Bangladesh Ltd. (MBL).MBL provides robust data communication go to private sector offices, financial institutions, ATMs, and many other institutions. GreyFab and Asia Tex are two other businesses that manufacture and export textile and terrycloth towels. Rural Service Foundation (RSF) is a not-for-profit social enterprise endeavoring to alleviate beggary and supporting the rural poor. The poverty succour stylel of RSF is ground on three basic principles affordable, replicable, and sustainable. RSF has been helping the rural poor, through programs involving solar home systems, irrigation, bio gas, contract farm ing, battery powered instant power systems etc.Besides, RSF also runs Dhaka Project which is a home to some 600 urban street children, providing them with shelter, education, food, clothing, and care. back up by Rahimafrooz. 3. 9 RAHIMAFROOZ SERVICE contract Rahimafrooz Bangladesh Ltd service center is situated in 13 Mahakhali commercial areas in Dhaka. here the product of Rahimafrooz is sold and servicing also. present the service is done in modern-day computerized system. The kick back is also solved and mete out from here. and a number of generous donors from home and abroad, RSF has a country-wide network with nearly fifty field offices. . 10 gross sales process Diesel generator Project 1. Pre-sales confluence (sale people) Discussion with customer regarding the actual need, the size of the generator, KVA, elicitation process etc. a) specify customer regarding product feature b) visoret visit rate the customer recommended location where generator would be placed c) turn on calculation d) Site suggestion express customer regarding readiness process provide product recommendation based on site etc. e) Estimated price rates 1. Offer submission (based on customer requirement)Technical intersection point allude Financial offer former(a) parties involve with offer submission. (They evaluate the offer) a) Financial institution/ Bank b) consultant c) Construction cutaneous sensesor 1. Follow up (before sale) a) Over phone b) Direct visit 1. last(a) Negotiation meeting Price Product 1. If pass judgment by the customer indeed work order is issued schedule image for installation material estimate or list of material material scheme relevant document Price and mode of payment 1. payment (as per work order) 2. re-installation recap (sale people and installation and service executive program * customer name and address * encase number * capacity * installation place * material list * delivery date 1. delivery/dispatch (store officer 2. ins tallation 3. follow up ( after sales) by the sales people 4. bar compendium (accounts and sales people) * description of equipment * model * perpetration date * amount of bill claimed by the RESL 1. A. Corporate Definition corporate customers are those customers who buy a bulk amount of products from RESL. It can be Bank, factory, hospital, real estate or industry.Sales process is said(prenominal) 1 to 11 Installation Sources/sales leads are different. B. Individual Definition individual customers are those customers who buy one or two products from RESL. It can be Bank, factory, hospital, real estate or industry. Sales process is said(prenominal) 1 to 11 (except work order) c% payment before delivery sources/sales leads are different 1. B. Referral Colleague from RDL, RBL and etc Sales lead presumptuousness by bearing agent Sales man of RESL has contact with other companys sales man Refer customer to the RESL. Receive commission from RESL to 11 same processes. barely wor k order for individual but for corporate (need work order) 1. C. Third ships company/Contract proposal Rail way , police buy from third fellowship Third party buy from RESL (supplier of generator) But all after sales services dampn by the RESL Sources of sales lead From colleague like RDL,RBL sales person of other company existing customer Direct call from customer( new or existing customer) Sales lead keep backn by commission agent From bill board News paper Related generator company/ similar course of action business Consultant Road site theme representativeDirect sale Customer direct come to RESL Project Corporate Individual Third party/contract proposal Referral From actual customerDirect sale Direct saleFrom bill boardNewspaper From bill boardNewspaperDirect saleField representativeRoad siteRelated generator company/ similar trend business From bill boardNewspaper From colleague like RDL,RBLsales person of other companySales lead given by commission agentConsultan t Figure 1 3. 11 After sales service 1. Installation (project and individual/corporate) 2. Service (individual) . I. touch service 2. II. Schedule service 3. Service (project) 1. Installation( individual/corporate) a) Site visit b) Pre-installation follow-up (sale people and installation -service supervisor) customer name and address package number capacity installation place material list delivery date c) significant pose Material bought by the customer (cable) or RESL provide it. d) Based on that date follow up and confirm that today you have installation date. e) Which engineer get out go for installation (his name, place and date)?This get in is in excel sheet f) fit sheet * Site code * customer name * Package no * provider address * Technical toll * opposite relevant information * Comments from customer * signed by RESL service engineer and customer 2. Service ( individual ) 1. I. Emergency service (warranty period 1year or running hour1500h) a) burning line b) Call from customer c) Whether this product is inwardly warrant or not d) commission sheet cheeked by service coordinator customer name Package no supplier address Technical terms Other relevant information Comments from customer igned by RESL service engineer and customer e) If it is within warranty then free service and prompt( excluding Lub oil filter, air filter, fuel filter and culent filter move) f) institutionalize engineer to the sight g) Service sheet sign by engineer and customer with the bill copy, feed back sheet and other material h) Follow up only for individual (everyday at least 10 calls from excel sheet randomly) i) Documentation how many times complains come from client. j) Problems sheet circularize to Service complain par day6 to 10 k) She only devote overcritical conundrum to the COOEmergency service for an imaginationl>hospital>1) practice problem> normal engineer >2) critical problem> critical engineer 1. II. Schedule service a) alive(p) lin e b) furcate Detail information about product( KVA and price rate) c) Offer give by service coordinator of RESLthis is basically gave idea about relevant parts for generator description of material Quantity Price cutaneous senses by service engineer d) If accepted then schedule date e) meter collection f) AMC serviceDhaka and out side Dhaka city censorious A one serviceprice range different * Non Critical -one serviceprice range different * Super Critical one serviceprice range different * Working hour * Payment date * exception * Other applicable terms * offset date g) Inform about servicing after 50h/200h/ or 6month which ever come first ( excluding Lub oil filter, air filter, fuel filter and culent filter parts) h) Engineer project to the customer with the bill copy, feed back sheet and other material i) Payment( partially or full) j) Follow up periodical wise ) All Problems sheet air out to (senior officer- customer relation l) Service complain par day10 to 15 m) She only send critical problem to the COO C. Service (project) Projects are those customers who bought a bulk amount of product. For an example GP bought560+ diesel generators. 5 people are working as a service coordinator to maintain the service for project. Different people are handling different type project. So, their working style is also different. They have 5projects (GP, Bangla link, Eric son, AKTEL and Motorola. exercisees are same but visualizeate keeping/documentation is different.Installation (projects) service coordinator Estimated( everything including product, parts and etc) given by the project * customer name * Package no * Supplier address * Technical terms * Other relevant information * Comments from customer * signed by RESL service engineer and customer RESL take all estimated material( material list) for installation to the site If any extra parts or material need then RESL claim extra bill for that Commissioning paper and engineer sign that paper Problems Serv ice engineers are not constituteing the special(a)(prenominal) problem. Every time new service engineer was approaching and telling customer about new problem.Different service engineers are sending for same problem. customer constitute dissatisfy and for this originator swap go forth be decline in future Stock out problem non delivery at proper time not inform problem to the lord sales people by neat service Place men brand Promotion Promotion (integrated grocerying communication) RESL was doing said(prenominal) Promotion for all products. For an example diesel generator, GE lighting and power rental. higher up the line done the line infra the line Above the line identity card board Press add leave Design for bill board Process of press advertisingDesign unquestionable by RESL with agency Rate (fixed)on behalf of RESL dialog with news paper by Agency a) Which paper b) Page number c) What size d) garble Quotation send by add agency Work order send by RESL Payment Chapter four stigmatisation 4. 1 Brand A name, term, sign, symbol, or design, or a combination of them think to identify the goods and services of one trafficker or a group of sellers and to strike out them from those of competition. Brand elements, sometimes called brand identities, are those trademark able devices that serve to identify and differentiate the brand.The main brand elements are brand names, logos, symbols, characters, slogans, jingles, and packages. Brand element prime(a) criteria 1. MEMORABLE Easily recognized it is easy to recognize because this is already a establish brand (general electric) Easily remembranceed easy to recall also 2. MEANINGFUL Fun and enkindle Rich visual and verbal vision 3. PROTECTABLE Legally Competitively 4. ADAPTABLE supple Updatable 5. TRANSFERABLE Within and across product categories Across geographical boundaries and cultures The quality argument ProductQuality Generator Performance v skylark v Conformance quality v Re liability vDurability v Serviceability v Style and design v 4. 2 Steps of brand building TARGET MARKET early(a) VARIABLES VALUE INNOVATION VALUE determine VALUE DELIVERY VALUE marriage proposal Brand Elements STEPS IN grammatical construction BRAND Product Engineering Creating specialty Five Dimensional Branding produce WinSituation Cost-Effective dissemination slip the brand in the object of the prospect Create awareness/ identity of name/ symbol/personality Position the brand to differentiate from others Create brand image Create trust in the attends of customers, prospects and other stakeholders by maintaining consistency and DEL BRAND EQUITY Build awareness to the mind of the prospect. a) Branded vehicle b) All rapture of GE will covered by the GE stickers c) Sales man will build awareness to the dealer d) Tell detail about the brand like GE e) Provide GE tee shirt to all sales people 4. 3 Experience wheel of Rahimafrooz Chapter Five generate chain management 5 . 1 hightail it of Physical distribution Inventory control a) How much to order? b) When to order? downhouse(private) a) Tejgaon b) Begun bari c) Mirpur Material handling ) Maintain the quality of retentivity b) Moving right goods at the right time to make them available to the right customer. Transportation a) Own b) Private manoeuvre structure Indirect Intermediary (RESL) manufacturer End user Level of intensities Distribution from single outlet (RESL) Exclusive Ware house entry process 1. customary entry 2. Warranty entry A) figure entry which come from direct principle gateway new products L/C number About product part number and serial number Input to the excel sheet Kept in store Delivery B) Warranty entry debut Defective productsMatch with the product part number and serial number Input to the excel sheet For Defective products kept in store for physical evidence Delivery Current process (re-placement flow) 5. 2 Target market The target area market is group of cust omer to whom the company aims its marketing effort. The target market of the RBL is automobile users and industries telecommunication, power station, railway system, electric vehicle, forklift, ship buoy lighting and solar power system and household for IPS and UPS battery. targeting board groups of buyers within a specific product/market, much(prenominal) as automobiles.Consider for example, the global market for automobiles. In 2003 the sales of the Chevrolet Impala model where 1. 5 million units, In 2005 the sale corolla best selling model has sales of about 300,000 unit . considering automobile market RBL segment their markets and develop product like locus. The atomisation of needs and want in market is creating subgroups of buyers of buyers within the total market, each displaying different customer propitiation requirements. such(prenominal) differention provides and hazard for business to design product offerings to meet the needs of customer indifferent market segment. Targeting all people and also organization in a market is not a typical strategy for RBL. instead, many target one or more segment within the total market. decision making what people to target is a critically important strategic decision. Customer focus Rbl are focusing on customer. getting to close to customer Rahimafrooz associates directly with distribution, retailers and also buyers to know what drives customer satisfaction, identify customer needs, and use those needs to target market where the business can achieve a sustainable and significant competitive advantage in this field.RBL understand customer preferences and requirement and offerings superior value RBL developed a centralized customer feedback and query sell total commitment to customer satisfaction is one is of their values. listening to what customer say in continual systematic way is a key tool to cut across their needs and requirement and to satisfy them a achievement excellence in their product and service ac cordingly. All individuals of Rahimafrooz Group interact with customers and members of thepublic everyday and do hear, eceive, or learn about their comments, complaints, views, etc on the products, services, and dealings of the company A systematic and make way of managing these feedbacks and queries will surely establish their total commitment to customer satisfaction. Strategic Policies Innovative RBL always find fictive means to achieve their desired results, whilebuilding on the experiences of others. Leaders RBL crisply in the forefront of economic development for their target markets others will use their successto measure own. Renewals and GrowthRBL focus our efforts and incorporate values into actions that contribute to a positive, effective andsustainable economic transformation in theRegion. EnterprisingPeople RBL find,embraceandsupporttheeffortsofcustomers, suppliers and employees who are motivated to undertake new or risky paths that result inpersonal andcompany gr owth. Enterprising Businesses RBL pass and engage companies willing to change and take risk to achieve sustainable growth, thereby providing increased employment and wealth to the Region. The RegionRBL will serve the broadgeographic area rather than Bangladesh. Strategies Build a support system that will modify the successful execution of resources to innovate superior products. Develop production process based onthe strategic plan carrying out requirements Develop cross-functional team to support writ of execution of thestrategic plan. Develop a performance measures tool Developaprocessforcontinualfeedbackon progressfromthemarketandperiodic assessment andrevision of their marketing strategy and plans. 5. 3 How RBL Become Market Leader 1. ive the values Integrity Honest, fair and impartial to all. e. g. delivering on promises to external and internal customers. Excellence Selfdiscipline,personalresponsibility, generalcommitmente. g. (a) Takingpersonal responsibility for deliverin g the results as planned. e. g. (b) Finding andimplementing new orimproved solution. Total Customer satisfaction This applies to bothinternal and external customers, and mustiness fullysatisfy both. This means those instinct their expectations, andmatching to ourresources/capabilities. Taking new initiativesFinding and implementing new ways of solving or improving issues 2. RESULTORIENTED Achieving targets, taking restorative action, givingfeedback. 3. TEAMBUILDER Empathic, sympathetic . e. g. (a) Receptive to ideas, complaints, feedback of others and adding positive suggestions (b)Actively instruct team members for theirdevelopment. 4. RECEPTIVETOCHANGE E. g. ancestry maximum benefit from the new style of supportive training programs ratherthan the antecedent directive style of training. 5. VISIONARY Recognizing the qualities & skills required to aspire to the companys vision e. . Constantlybenchmarking themselves to fulfill aspirations. 6. entrepreneurial Proactive, risk- taking, Self-starter, innovative, confident e. g. Constantly strive to improve knowledge of company. 5. 4 SWOT compend OF RBL According to the study if the organization strengths, weaknesses, Opportunities and Threats (SWOT) abridgment of Rahimafrooz Bangladesh Ltd is described bellow Strengths delicate cycling abilityhigh reliability and exceptionally long life Large electrolyte source high tolerance to water departure and minimal maintenance High charging efficiencyLow self justify, dry pre-charged plates High rate of discharge performance High resistance to unfavorable mechanical and electrical condition Weaknesses pricy than other competitors brand Low self discharge Opportunities Evolution into a Plug-in crossbred with higher capacity batteries and a drive train designed to operate for increase periods in electric-only mode. spread into other market sectors Increasing awareness of environmental issues seeming to keep postulate high. licensing of technology to other manufacturers Threats Increasing Global CompetitionLow price batteries offered by China Increasing raw materials price Chapter Six Findings Product Basis Market Share Rahimafrooz Battery Ltd 27 Feb 2011 Bangladesh now has a battery market of 0. 6 million units worth Tk 5. 0 million a year and Rahimafrooz has 75 per cent market carry on. Rahimafroozs Globatt hits Local Market We exported 0. 6 million batteries in the last two years with Globatt having 60 per cent share of the total units. Mr. Moin said at present there is a demand of 400 million batteries worldwide while Rahimafrooz exports 0. 5 million units a year. Business DomainsThis section describes Rahimafrooz Groups businesses according to the four broad segments that its companies operate in. Storage Power Rahimafrooz Group is the largest manufacturer and exporter of automotive and industrial batteries in Bangladesh and has the largest battery export plant in South Asia. Automotive and Electronics Rahimafrooz Group market s and distributes various automotive after-market products such as automotive batteries, tyres and lubricant as well as electronics ranging from home appliances, power backup systems, lighting products, and electrical accessories.The Group is also one of the leading complete CNG solution providers in the country. Energy Rahimafrooz Group has a significant presence in the energy sector of Bangladesh and offers a wide range of renewable and conventional energy solutions. Retail Rahimafrooz Group introduced the first retail chain of superstores in Bangladesh and has played a major role in redefining everyday shopping. After gathering information I can draw the following findings As it is found that average 75% of market share is obtained by RBL.Most of the dealers claim that they receive their order, but it is not in say period. Cent percent dealers claims that they are dissatisfied with the products of RBL. The Rahimafrooz Group has more than 10 exclusive outlets. Bangladeshs largest manufacturerdistributor of automotive and industrial batteries. Bangladesh-based Rahimafrooz Batteries Ltd (RBL) expects India operations to contribute 10 per cent to the companys global revenues by 2013. Rahimafrooz IPS & UPS are best in country. RBL is the first producer of industrial battery.It is a leading name in the diesel generator industry having a customer base of nearly 900. RREL is also the pioneer in providing solar-hybrid solutions for Telecom Operators BTS towers and solar powered irrigation systems in Bangladesh. Skilled and well-trained team to ensure quality workmanship Excellent after sales service. Rahimafrooz CNG Ltd. (RACNG) is one of the leading complete CNG solution providers in the country Chapter Seven Recommendation Service engineers are not identifying the specific problem. Every time new service engineer was coming and telling customer about new problem.Different service engineers are sending for same problem. customer become dissatisfied and for this reason sell will be declined in future Stock out problem Not delivery at proper time Not inform problem to the original sales people by Proper service Place Manpower Branding Promotion If company solves these problems then it will grow faster. Conclusion No business stays at the top if it doesnt maintain its performance. Thus it is very important to fulfill the demand of the consumers through competitive advantage.This study has gone through different stages to identify the relations of marketing tools that can affect significantly the market share of Rahimafroozs product. Going through, Rahimafroozs product also identifies different activities of the competitors because there are also players who have special interest are their market share in the same market. Timeliness of the data is very important. I want to mention that here I learned how to work in professed(prenominal) environment with challenges in the real development world, how to improve cryptography and design techniq ues and how to cope with different working Throughout the whole development process.I got the peril to implement my theoretical knowledge of marketing that I learnt over last 4 years from my respected faculty members of ASA University of Bangladesh. Not only that, through report writing I got to know how to compose professional and formal reports for any project or research works. I have taken total marketing strategy of Rahimafrooz Bangladesh Limited. Through this I have tried to give an actual scenario of Marketing Strategy.