An Assignment On

Changing Environment of ACME Group.

An Assignment On

Changing Environment of ACME Group.

Submitted to:
Nahid Shah Lecturer Department of Marketing Comilla University

Submitted by:
Name
Md.Faizul Haque

ID NO
12030707

19/07/2013

Student Declaration
I here by declared that the assignment entitled Changing Environment of ACME Group is submitted in partial fulfillment of the requirement as the part of MBA (Evening) Department of Marketing Comilla University . I also confirm that this assignment is prepared by me on Changing Environment of ACME Group under the supervision and guidance of Nahid Shah , lecturer of Human Resource Management.

Md. Faizul Haque

ID-EMBA-12030707 Human Resource Management Department of Marketing Comilla University.

Table Of Content
Sl No 1. 1 1. 2 1. 3 1. 4 1. 5 2. 1 2. 2 2. 3 2. 4 3. 1 3. 2 3.
Company Profile History Of the Company Market Share Of the Company Competitors of the company SWOT Analysis Of this Company

Description

Page No

Part: A
5 6 7-8 8-10 10-12

Part: B
Corporate strategy of the company Methodology Human Resource Process Product of this company
13 13 14-16 16-22

Part: C
Problems Recommendations
22-23 23

Part: D
Summary 24

3 3. 4 3. 5

Conclusion Appendix/ Bibliography

25 26

Part: A

1.1 Company Profile

Name of the Company Chairman Vice Chairman Managing Director Company Secretary Legal Status Date of Incorporation Date of Commencement of Business Date of Permission from FBCCI Date of Opening Registered Office Registered Office

ACME Group Nasir-Ur-rahman Sinha Mrs. Noorjahan Sinha Mizanur Rahman Sinha Afzalur Rahman Sinha ACME Group Bangladesh ltd. 12 june 1954 18 april 1976 22 November 1983 12 july 1994 ACME Group 1/4, Mirpur Road, Kallayanpur, Dhaka 1207, Bangladesh. Production 20,2,19,162 $ 20,2,19,162 $ +880-2-9004194-6 PABX +880-2-9016872 Fax 1 +880-2-8012475 Fax 2 +880-2-9016515 headoffice@acmeglobal.com ACME Global .com ACME GLOBAL

Line of Business Authorized Capital Paid up Capital Phone

Fax E-mail Website SWIFT

1.2 Historical Background The history of The ACME Laboratories Ltd. dates back to 1954 when a proprietorship firm was founded to manufacture ethical drugs. It started with the modest introduction of a few oral liquid products. The late Hamidur Rahman Sinha was the founder of the firm and was the main visionary of the organization until his sad demise in 1994. The firm was converted into a private Limited company in the 18 april 1976. Commercial operation at the modernized plant equipped with sophisticated and advanced facilities began toward the 22 November 1983. Many challenges were overcome successfully to transform the company from a small unit to what it is today. ACME continuously seeks to expand its production facilities, add employees and increase its sales and marketing efforts. According to the latest statistics, out of about 300 pharmaceutical companies in the country, The ACME Labs is one of the top four. ACME has also endeavored to strengthen its network in international marketing operations to export its products abroad. We are optimistic about our continued growth and success. Over the years our high achievement drive, our hard working and competent staff and confidence in our quality products have contributed to our growth. We have clear goals that inspire us and we believe to be possible for us to reach. We continuously strive to reach our goal of being the best in our field which indeed is what ACME literally stands for.

Company Background: ACME refers the the apex or the highest point. Health vigor and happiness is the philosophy of the ACME Laboratories. Its endeavor is to produce, distribute best quality drugs for the society and maintain the quality of the product in every steps of production. It also accelerates its activities for materializing the WHO (World health organization) ensuring health for all with in 2015. ACME Group is one of the leading and diversified global conglomerates in Bangladesh, with offices in all major cities, employing over 3000+ employees and dedicated to bringing the highest quality products and services to our customers. ACME continuously seeks to expand its production facilities, add employees and increase its sales and marketing efforts. According to the latest statistics, out of about 300 pharmaceutical companies in the country, The ACME Labs is one of the top four. The ACME Laboratories Ltd, the pharmaceutical major and the flagship Company of the ACME Group, is a Manufacturer and Global exporter of Human, Herbal and Veterinary Pharmaceutical products. Our comprehensive Product List ranges from Antibiotics to Histamines to Vitamins.

1.3 Market Share of The Company. With over five decades of partnering life and engendering hope, the ACME one of the top leading pharmaceuticals company in Bangladesh commanding a market share of around % having a growth rate of about %. We believe that access to quality healthcare is a right not a privilege. Our endeavor is to ensure the availability of world class quality medicine at affordable price in every where in the world. We are committed to work towards a healthier and happier nation.

The ACME's vision to achieve significant business in prescription products by 2011 with a strong presence in domestic and international market. Considering the above vision, under the umbrella of ACME group, The ACME Specialized Pharmaceuticals Ltd. is an innovative and vision driven company designed to conform global standards like WHO cGMP, UK-MHRA and US-FDA. The finest and largest solid dosage forms manufacturing facility is under construction by active guidance of European Consultants. Facilities and processes are of the highest quality which has been designed to achieve quality products with vision to export in global market. Total sales of fruit juice are approximately TK. 144 crore per annum. Market growth rate (annually total market) is approximately 19%. Mainly six companies are competing with each other. Pran is holding the market leader position with approximately 53% market share. We are in the second position with 18% market share. Starsihp at 10%, Danish at 11%, Shezan at 8% and others. Due to consumers increasing awareness regarding healthy diet and fitness, 20% consumers have switched to fruit juice from CSD (Carbonated Soft Drinks) last year. Akij Group came up with a new range of fruit juice named Frootika.

International Financial Market: In the Macro view, there are lots of things that can affect the exchange rate movement between two countries and also between the capital flows of the business operated in both the countries. These factors includes like Balance of Trade, Export, Import, Duty, Taxes, Quotas, Balance of Payments, Financial Aid, Current Account and Capital Account. These things affect any business both internationally and nationally. 1.4 Competitors of The company. Competition: This specific factor prevails in any industry and for any company. It sets up the prices, shows the quality of the promotional activities of the industry, taste of the product etc. On the other hand, Taaza is so advanced in its promotional activities that are creating a huge gap in competition where Ceylon tea or ACME tea is not being able to compete. Specially Uniliver bangladesh ltd Pran, Danish and Starship is main Competitor of ACME Group. A brief account of the promotional strategy of Pran, Danish and Starship is given below: PRAN: PRAN was supported through TVCs and press media in a consistent basis. In terms of pitch the respective brand appeals were used. Pran has top of the mind awareness among all cross section of people due to its heavy media presence and strong distribution network. Pran has been made a strong claim Deshi through their TVCs which is exceptional compare to other competitors. To make the Groups products available at the every knock & corner of the country PRAN has developed the best sales & distribution network all over the country. To ensure fast & smooth distribution companies has set up 9 distribution depots & have appointed more than 1000 dealers all over the country. To cope up with the rapid & ever changing market situation & to come up with innovative marketing strategy and ideas company has set up a full-fledged In-house advertising agency comprises of the best talents of the country. Company spends a large portion of their promotional budget in brand building exercises at home & abroad. Lastly their winning strategy of market leader is Hammering. DANISH: Recently commissioned, this unit produces highest quality fruit drinks under the brand name Danish Fruit Juices. In addition to their vast sales and distribution network of dealers, they have 6 sales depots located at strategic points. They have mobilized adequate distributors to serve all parts of the regions; they are one of the largest distribution organizations in Bangladesh. This network makes possible the flow of goods from the producer through intermediaries to the buyer. Their network and operations are described below: No. of towns under regular coverage are 177. No. of distributors are 194. No. of outlets under regular frequency are 97,665. No. of sections (each consist of 50 outlets) are 1782. No. of Sales Area is 14.

No. of Sales Territory is 80. STARSHIP: Among the several units of Abul Khair Group, milk and beverage is one of the most vital divisions of the group. They have three different types of products in their juice category, which include Mango, Orange and Pineapple with three different SKUs 250 ml, 200 ml and 125 ml. Their target market is mainly commercial user as well as Family consumer. They positioned their brand from upper mid level to the mind of consumer. They have a nation wide coverage through their strong distribution network and also engaged in exporting. Their main mission is to create brand demand, image and customer confidence by ensuring quality, availability and rich communication with ultimate consumer. As Danish is in the media with their current TVC, it has significantly high top of the mind recall. They offered a discount for their kids pack. Foler raja aam, ar aamer roshe Danish- through this line they made a significant high top of the mind recall towards their target customers. In order to strengthen their distribution strategy, the players provide incentive for the retailers in order to shelve and promote their products to the consumers. These strategies help them to persuade the retailers so that they can offer and these products. The retailers even persuade the consumers to buy these products of companies whose offers satisfy them most. The benefit segment is dominated by major players and their respective value share in the market is as follows: Brand Radhuni ACI Pure Shuresh Mustard Oil Analysis of Competition: The competition game is not that great due to lack of players in this segment and lower demand. But there are several factors that make differences in the sale of these products. Expiry Date: Usually, these products have a long life span. Radhuni is the most successful among these three due to its longer expiry time frame. Shelving: Due to quality factors, these products have to be stored in dry place. Retailers have to make choices on which products to store in which places as there are different sizes of shops. Where they store the product is very much important issue. The product can not destroy easily so they can store a lot of amount of the product. Income Segment Target Market: This is the most important factor. In analyzing the demand, we must see the consumers who are buying the product, which is the reason behind the manufacture and investment.Mustard 10 Trade Offer They offer a margin of 4 taka to the retailers with occasional gifts like wall clock spices item or show pieces. They offer the highest trade margin ranging from 4 tk to 4 tk. They too provide the same trade offers. Their distribution and production is the highest among these 5.

oil is very much demandable product and it is used almost every family. From lower middle class to the upper class people everybody use the products. Distribution Network: The distribution is simple. These products are distributed along with the other products of the company. From the factory, the products are taken to the central warehouse. These products are carried mainly by the delivery vans and distribution trucks. Then they are taken to the distributors, from there, they are carried to the retailers. Companies use the same distribution facility in order to carry these products along with the other products that they have. ACME Mustard Oil With proper marketing plan and promotion, we can create the demand for this product. The ACME Agrovet and Beverages Ltd can launch this product to increase their product line, and with existing distribution network and sales force, they can come up with profitability. With the brand ACME Mustard oil, ACME can launch this product and a feasible marketing plan is designed to make this product a successful one. Target Market: This specific factor gives the company the narrow direction that is should hold on to. To be specific, this factor gives the organization the phenomena on which to make the profit. It is as important as the name suggests. For ACME, there are different target markets for different products, Juice 150, 250 and 1000 ml have different target markets. Same goes with water Tea and Spice

1.5 SWOT Analysis of Company.

SWOT Analysis Strength: The ACME Agrovet and Beverage Ltd have got the investment backing of The ACME group. The goodwill of the Pharmaceutical business and also the marketing channels and distribution resources are being used as far as possible. The experience, Office premises, Management and manufacture of the ACME group is a huge advantage for The ACME Agrovet and Beverage Ltd. The Quality of the products of The ACME Agrovet and Beverages Ltd. is better than most of the local FMCG companies. Comparing the quality, the prices of the products are within the range of the target segment. Weakness: ACME group is doing business for more than 50 years. Therefore, this may result in traditional thinking in the top management level. Their experience is rooted by pharmaceuticals which is a totally different product from FMCG. Even the other departments in the group which are providing services to the Agrovet sector, have to

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understand the dimensions of Agrovet in order to provide the standard of Agrovet that it needs. May be for poor salary structure or weak corporate culture, the employee turnover rate is increasing in the whole ACME group. This is also affecting the Agrovet sector. The employees lack motivation and productivity among themselves. At present, there is no specialist Research and Development team in the Agrovet. It has become a barrier in effective and efficient market research, new product development, corporate strategic planning etc. This FMCG market needs lot of promotional communication in the market. It is an expense for the management. Not only ACME group, every management should understand how brand triggers sales and they should respond accordingly. This has been the problem of the local companies where they are falling back of the MNCs like Unilever who are doing it better. The Agrovet is fully dependent on either the import or local buying of raw materials depending on the product. We do not have our production facilities. Due to difference in the business ways, Agrovet is facing poor coordination among chain management from all other departments. Any support Agrovet needs from the other departments, they are not been able to deliver properly because they are trained for printing press, pharmacy, IT and other departments, Agrovet needs specialists. In order to maintain the product quality, Agrovet lacks competitive pricing and pricing experimentation. Opportunities: Currently, the government is giving priority in expanding and promoting local agro-based business in the country. This is a huge advantage to any Agrovet business. The bank loans regarding the Agrovet industry has decreased due to government intercept to encourage the business. The society is changing. People are becoming very conscious about what they are consuming. This is a good prospect for beverage industry. Now-a-days, people lack interest in drinks like Coke, Pepsi and are more inclined towards having juice, tea and when they are outside, having mineral water. May be now the rate is very low, but it is increasing. It shows the prospect for FMCG products. The number of dual income families is increasing at an alarming rate. The lifestyle of people is becoming faster and this leaves them with minimum time to cook. Therefore, it is a huge opportunity for spices market. Our country is rich with natural fruits and productive land. This can be used as a source of our raw materials needed for the manufacturing of ACME products. We can build ways to production in our own country.

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 Globalization is a major factor for us to increase our market scope in the international arena. For Globalization, it is much easier now to enter foreign market and increase our exports to earn higher margin. It would also enable us to set up our office premises and our manufacturing plant elsewhere where it would be sustainable for us to create an MNC. In our country, the supporting industries are also growing at a faster rate. There is more number of local TV channels going international, new competition in the advertising, market tension, and other factors as well. These things would help us in our reach to our customers and also in other part of our business, for example, more number of TV channels and newspapers would mean more promotional activities and decreasing advertising cost. Threats: Globalization can also backfire. There are many corporate giants which are trying to enter our market. Being a third world country, our country is a market place for everything. Terrorists, smuggling, counterfeiting, product dumping and many other things. First world countries use our country by exerting pressure on our governments to sell their low graded products in our country. These products take away the market from our local products. But generally they are very low in quality. With increasing technology, our country being high in corruption, use those technologies in order to make fake products under different brand names. ACI, ACME and Coke are victims of such fraudulent activities. These technologies help these people to make similar kind of product packages and sell them by using the reputation and goodwill of those products. The ACME Agrovet and Beverage Ltd is a sister concern of The ACME Laboratories Ltd. Therefore, the goodwill and reputation of the products and services is like a chain that is binding all of them. If there is any problem with the reputation and quality of any one sister concern, the effect would be on all of them. So all the concerns have to maintain the same standard. The current corporate giants are the biggest threats not only in terms of competition but also in ways of how they are exploiting or using the supplying industries for their own operation. This can be in terms of their cost of raw materials. They can use low quality raw materials and can easily cut their cost of manufacturing. This would give them a price advantage and greater profit margin. The unstable political condition is a big threat for any company. Sudden hartal or blockage may result in the delay or no distribution of products. It can also hamper the regular official work if there are any downtown abnormalities due to political issues. The corruption in the government can result in certain changes of rules and regulations. Any foreign company can easily bribe or can do heavy lobbying in order to enter the market with a product of better brand image.

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Part: B
2.1 Corporate strategy of the company
With respect to strategy, ACME uses sales representatives strategically so that they approach customers at a time when they are most likely to buy. There are several approaches that can be used by salespeople depending upon which best fits the situation. . Once ACME decides on a sales approach, it maintains a market focus. This means that salespeople know how to analyze sales data, measure market potential, gather market intelligence, and develop marketing strategies and plans. Finding the right resources to accomplish these goals is something that ACME take into account when designing a sales force. To develop a right strategy management of the sales force is really important. Pull strategy works for ACME: ACME always maintains the quality of their juice item and water and keeps the price less. So customer get the quality product at less price compare to other competitors product. For this reason always Acmes juice and water have market demand. Therefore, automatically distributor purchase Acmes product to fulfill the market demand, and also retailer purchase from the distributor. Push strategy works for ACME: As maximum suppliers main concern is expected return. So where the distributor and retailer have more profit they switch over to that company. For this situation ACME have some incentive and motivation policy for the distributor and retailer. Those are: ACME arranges a training program for the dealer or for the delivery man. Because they dont know properly how to deal with the retailer and what information they have to provide regarding the product. Thus distributor can maintain easily a good and long time relationship with the retailer. In case of retailers motivation the sales representative goes physically to the retailer shop and tell them, if they can increase the sale of ACMEs juice and water up to 50% then the company will give them refrigerator or light box for their retail store as prize. When the company gives them this kind of highly priced prize then retailer psychologically becomes brand loyal to the company and they become very much interested to purchase ACMEs beverage.

2.2 Methodology
This report has been developed using both primary and secondary data collected from the related people including existing vendors, service providers and most importantly the sales force members. The internet was widely accessed to find vital data regarding the current trends and the organizational data. In addition to that, several magazines and journals were used to get detailed idea about this industry. Most of the data used in this report regarding the company policies and management practices were collected from the employees of 14

The ACME Agrovet & Beverage Ltd. at the corporate headquarters. I have adopted the under mentioned methods to conduct the activity. 2.3 Human resource Management process:Recruitment is the selection of large number of people, how many people needed in an organization that surplus terminated, shortage new employee should be employed. New and qualified people are selected by recruitment. It is an instrument to attract qualified candidates to select right people for right job. Recruitment occurs before selection of employee. Recruitment involves searching for and obtaining qualified job candidates in such numbers that the organization can select the most appropriate persons to fill its jobs needs. it paves the way for selection procedures by proceeding smallest number of candidates. Recruitment is the set of activities used to obtain the organization most important assets, its human resources. it has a magnificent role in the organization , it can lead an organization to the path of success by selecting qualified employees. So, the recruitment process must be done in compliance with legal regulations. Recruitment and Selection: Human Resource Planning:Human resource planning consists of how many and what categories people need for achievement the goal of an organization and per forming tusk efficiently. Importance of Human Resource Planning:

In an organization there are various types of people works, so it is needed to plan their activity. Every organization must have a human resource planning, without it no organization cannot operate it s function efficiently. Human resource planning helps management find the right people for the right job at the right time. Human resource planning attempt to match demand and supply of the employee in the organization.

Human resource planning is critical to the success of companies because Human resource is the essence, the lifeblood of an organization. Human resource planning process:Assess Current Human Resource. Developing human inventory Under taking job analysis. Forecasting Future Human Resource Forecasting employee demand 15

Forecasting employee supply. Compare Future Demand and Supply Formulate Human Resource Strategy. Evaluate and Update. Recruitment and selection process of ACME Laboratories:Human resource division takes the responsibility to recruit the qualified people for the organization who can contribute most for achieving the goals. Recruitment is necessary for Meeting the demand the current need of employee for achieving the long term and shortterm goal of the organization. Replacement of the vacant position. Recruitment process in ACME Group Ltd:Sources of recruitment: * ACME Laboratories recruit in different process * Continuous CV receiving process. * Advertisement in the Daily Newspaper. * Job web site. Source and method of recruitment: Internal source: Internal source Include promotion, transfer, job rotation. Promotion: from with in is the practice of advancing current employees to higher level jobs.Internal employees can be better qualified. Even jobs that do not seem unique require familiarity with. ACME Laboratories is an ISO Certified company. So every activities relating to recruitment and selection of employee in this company must be documented. Step -1: Existing vacant position should informed to the Human Resource Division through divisional head in personnel requisition form referring job specification and job description for recruiting the best person. Step-2: Head of Human resource Department approved by the Management. Step -3: Advertise in the daily newspaper, online or internal announcement. 16

Step -4: Human Resource Division and concerned department receive CV and applications from the interested person. Step -5: After screening short listed candidates are invited for the interview by telephone or mail. Step -6: Invited for written test for the potential candidates. Step -7: Concerned departmental Head and Human resources divisional head discuss performance ratting and complete recruitment process with the approval of top Management. Step -8: Selected candidates informed about their selection and asked to report to the head of the Administration for salary negotiation. Step -9: Acceptance of offer, candidates will be given all papers or recruitment to that returned to human resources division. Step -10: Completing recruitment formalities duplicate copy of appointment letter will be signed by candidates and returned to Human Resources Division. Step -11: Completing recruitment formalities duplicate copy of Appointment letter will be signed by candidate and returned to human Resource Division as acceptance. Step -12: On the joining the incumbent sign joining letter that is returned to Human Resource Division. Step -13: Head of the Human resources division check original certificates. 2.4 Product Of this Company Agrovet & Beverages Products

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Meat Curry Spice: ACME Meat Curry is Special types of ready spices mix ready to cook any types of Meat. It is delicious in taste and hygienic in the health point of view. 11 different variant spices are blended here to bring delicious taste in the Meat curry. All types of Meat curry ingredients are in the blend, only oil, onion and salt will be required to prepare the Meat Curry. It saves all types of hassle and time. ACME Meat curry served in 25 gm pack.

Litchi Drink:

ACME Litchi Flavored Drink is a synthetic drink. These special types of Tasty drink specially prepared to achieve peoples non carbonated flavored drinks needs. This ACME Litchi Drink fulfills the desire of having Litchi all the year round. Good amount of Vitamin C are in the Drink. ACME Litchi Drink served in the 170 ml bottle. Furoot Lychee:

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Furoot Lychee Edible gel is a Fat Free, Cholesterol Free, High in Fiber, Ready to Eat, Pasteurized and 100% vegetarian product. Each Furoot Lychee is One Mini Gel (15gm) in size and serving per Jar 95 pcs (1425gm) and per pauch 18 pcs.

ACME Tomato Ketchup: Acme Tomato Ketchup thick and rich taste comes from fresh vine-ripened tomatoes and a special blend of spices an irresistible complement to favorite foods. Delicious foods such as Shingara, Samucha, Puri, Peaju, Beguni, Chop, Kabab, Sandwich, Burger, Roll, Noodles, Macaroni, Chicken Fry, French Fry, Cutlet, Hotdog, Meatball and to all your favourite foods ACME Tomato Ketchup adds more taste. Acme Tomato Ketchup is available in 340 gm glass bottle.

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ACME Mustard Oil: Acme Mustard oil is extracted from the finest grade of indigenous mustard seeds. It brings purity at your home. Acme Mustard oil is available in 80 ml, 200 ml and 500 ml pet bottle.

ACME Spices: ACME Chilli, Coriander, Turmeric and Cumin powders A little bit of care, A little bit of love, A little bit of happiness, A little bit of hope, A little bit of hospitability, When a little bit of everything means everything. Thats when everything becomes natural and pure. Just like ACME spice. ACME Spice has the essence of the actual spices pungent taste and aroma, required in small quantity and makes food simply marvelous. So bring home a pack of ACME Chilli, coriander, Turmeric or Cumin powders. Because for gourmet food, you need lots of quality and a little bit of ACME powder(s). Add the two to delight the mind of others. No Colors No Additives Available in 200gm, 100gm,50gm and 15gm packs. 20

ACME Juices: Premium Classic Mango, Orange & Mangorange juice ACME Premium and Classic mango, orange and Mangorange juices are unique because of their taste and flavor. Available in 1000ml hygienic UHT packs.

Premium Classic Mango & Orange juice ACME Premium and Classic mango and orange juices are unique because of their taste and flavor.Available in 250ml hygienic UHT packs.

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Classic Mango & Orange juice ACME mango and orange juices are unique because of their taste and flavor. They are nutritionally rich, free of noxious preservatives.Available in 150ml hygienic UHT packs.

ACME Premium Drinking Water

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ACME premium drinking water is synonymous to purity. Arsenic Free Mineral water contains proper mineral balance, is suitable for all age groups and bottled in Environment friendly PET bottle as per guide line of BSTI. Available in 500ml, 1000ml, 1500ml bottles.

ACME Tea Premium Gold ACME Tea premium gold, a supreme blend of CTC clones. It is unique for its aroma, color and taste. It contains natural antioxidants. Its natural extracts refreshes and revitalizes you and keeps you fresh and healthy. Currently Available in 400g pack. Different size tea packs will be available in 10g, 50g, 100g, 200g & 500g packs.

Part: C
3.1 Problems :
Though ACME doesnt have any exclusive or any other authorized dealer, but they have some criteria to select their supplier. They give huge importance to select their distributor, as they are the people who work as an intermediary person to reach the customer with their companys product. ACME has the vision of becoming the best; so the company also needs good supply partners to achieve their goals. When they select their distributors they always check out some issues about the distributor, those are:

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Transportation Capabilities: ACME chooses those suppliers who have no proper transportation service and which is cost effective for the company. Integrity: The right vendor provides the right product, the right quality, on time, at the right price with the right level of service. If the supplier dont keep its promise and supply other competitors product instead of Acmes product then it will be disastrous for the company. And it can be check by the suppliers past performance. Past Performance: checking past performance of the supplier can be helpful in the decision-making process that who will be the vendor. For example checking performance of the supplier on previous orders and comparisons of lead time which the supplier takes before delivery of the product. Storage Capacity: The supplier must have the warehouse, where they can hold the Acmes product according to the market demand. The warehouse must have to full fill some other criteria. As the Acmes juice and water are perishable item so it must have to keep in a standard temperature otherwise damage rate will go up. Financial and Organizational Capability: The suppliers need to have some minimum level of financial capacity. Because if a retailer wants to purchase the product on credit but the supplier refuses to give them on credit, then the retailer will purchase from other competitors product and ultimately ACME will be in loss in future. Therefore, ACME chooses those distributors who have stronger financial condition.

Selection of vendors Selection of vendors also depends on geographical basis. In different districts, the numbers of dealers are different; dealers number mainly varies with the market demand. ACME has around 100 dealer in Dhaka where as the company has only 12 vendors in north Bengal as people has low purchasing power in that area.

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The selection process does not always follow the same path and is not always applied in the same way, because circumstances differ and product and services required differ. Purchasing policies of the organization also influence the process of selecting a specific vendor.

3.2 Recommendation
From my findings I can say that Sanowara Gruop & Uniliver Bangladesh is the key competitor of ACME Gruop. Strategically Uniliver Bangladesh is trying to hit ACME Gruop and also to get the market position. Generally competitors hit the weak spot of the company. ACME should try to retain its quality of product forever and to improve better than the present. Here we are telling specifically for quality improvement because in our some of data we found complain against ACME Group , this company like thin than before and reduced its coverage area. ACME should concentrate on complain against their product and try to understand the perception about general public. In now days, sales force of an organization is a vital part of marketing strategy but in case of ACME Group is a Zone is being maintained and operated by a single Sales Officer (SO) which sometimes can be huge drawback in terms of pressure of work and management and sometimes the End Users doesn.t get proper motivation from SO which may lead to work inefficiency. This sort of problems may really lead ACME to face huge problem in their strategy. So the top managers should take some initiatives to motivate their End Users.. So they can be much more efficient and provide a huge contribution on the profits of the ACME Group. ACME should use competitive pricing for some its products which are competing with Uniliver Bangladesh ltd products in the market ACME should also counter the strategy of marketing of Uniliver Bangladesh Ltd. to the Bangladeshi Tv channel. They should also provide creative and interesting ad in the Tv channel for gaining more attention from both Bangladeshi customers and Global customers. This strategy would be easy for ACME because they already have a good market in around the world.

Part: D
3.3 Summary
ACME Group is one of the leading and diversified global conglomerates in Bangladesh, with offices in all major cities, employing over 3000+ employees and dedicated to bringing the highest quality products and services to the customers. They have an annual turnover of US $60 million with diversified interests in Pharmaceuticals, FMCG, Information Technology Services, Aviation Services, Printing & Packaging Services, Trading Services, C & F Services, Apparels and more. The conglomerate has an outstanding record of all around excellence and growth in the relevant business activities. 25

Like a Captain in the Ship, ACME Leads the Bangladeshi local industries since 1954.Starting from Pharmaceuticals business ACME is now managing more than 12 SBO. In the path of glory ACME starts FMCG business in 2005, named as ACME Agrovet & Beverages Ltd. Now ACME has 9 different products items in its product basket. From Collection of Raw material to selection of Packing material everywhere ACME keeps its commitment to the nation. ACME carefully select the entire members perform inbound logistics to outbound logistics. ACME select distributor as there distribution partners, ACME maintain some criteria to select them. Sales forces of ACME are the real star of the organization. The actually provide the sales revenue for the organization. As ACME do not perform sufficient ATL activities so sales force has to do lot of activities. So surely I can say that the report gives us a clear view about Activity of ACME Agrovet and Beverage Ltd.

3.4 Conclusion
In conclusion of above given information, its very clear that The ACME Agrovet and Beverages limited companys product sale is rapidly growing day by day. They have a very good strength in Marketing Management and promising to take the brand image. They could be able to hold their position on rank within short period of time. I wish the success of the company. After finishing the report, I have gained some valuable experiences. I have learned different activity of Acme Agrovet & Beverage Ltd. Like, Physical Supply Channel, Vendor Selection, Physical Distribution Channel, Raw materials/components, outbound logistics of product transportation, how pull & push strategy works for ACME etc. Though I have faced various kinds of difficulties but by doing the report I improved myself a lot.

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3.5 Reference
Acme_group. (n.d.). Retrieved Sept 5, 2012, from http://www.acmeglobal.com: http://www.acmeglobal.com/acme_group.htm Acme_laboratories. (n.d.). Retrieved Sept 5, 2012, from http://www.acmeglobal.com: http://www.acmeglobal.com/acme_laboratories.htm Agro_products. (n.d.). Retrieved Sept 5, 2012, from http://www.acmeglobal.com: http://www.acmeglobal.com/agro_products.htm Islam, M. (2012, Aug 25). Brand Officer. (M. Kaysher, Interviewer) Kumar, P. (2010). Factory Operation. Dhaka: Acme. Naimul, S. (2011). Overview of Sales force. Dhaka: Acme. Wahid, M. M. (2012, Aug 16). Assistan t Manager. (M. Kaysher, Interviewer)

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