Académique Documents
Professionnel Documents
Culture Documents
Prepared for:
Hasanat Karim (HkM)
Prepared by:
S.M.Safran 0910198030
Hasin Abrar 0910049030
Ahsanul Azim 0920028530
Avijit Kumar Paul 0910960030
Jawad Hossain 0910222030
Mahamud Hossain 0910645030
INTRODUCTION
Sources of Information
Primary Secondary
Sources Sources
External Internal
Sources Sources
1.4.1. Primary Sources:
We have collected primary information from the senior marketing and sales
manager, Asst. manager of ACME and product officer through personal
interview.
1.5 Limitations:
There are some limitations that I had faced. They are mentioned below:
Firstly, we will discuss about ACME in general and then we will move on to its
international and domestic marketing strategy, Management, HR, Production,
Marketing. We will discuss about ACME – its vision, mission, goals and
objectives. Later on in the report, we will highlight the business level strategy
of ACME and how this translates into its marketing strategy.
After discussing these issues, we will focus on the international and domestic
marketing strategy of ACME. We will explain the strategies and then discuss
how they were implemented in the management, production, csr, hrm
sectors.
We hope that findings from this report could be beneficial for other
companies planning to export their product.
Contents:
• Introduction
• Management:
Planning
Organizing
Directing
Controlling
• Production:
Product Planning
Selecting appropriate layout
Implementing production plan
Controlling the production process
• Marketing
• Conclusion
MANAGEMENT of ACME Group
Planning:
ACME’s holistic approach is to ensure Health, Vigor and Happiness for all by
manufacturing medicines of the highest quality at affordable prices and
expanding in the local and global market. They view themselves as partners
with healthcare professionals, all other customers, their employees, and
harmonize with environmental issues.
SWOT analysis:
Strength:
1. The ACME Agro vet and Beverage Ltd. have great financial support by
the ACME group.
2. They have strong reputation in the market that is the goodwill.
3. The marketing channels and distribution resources are being used as
far as possible.
4. They have experience, office premises, management and manufacture
of the ACME group which is a huge advantage for the ACME Agro vet and
Beverage Ltd.
5. The Quality of the products is better than most of the other companies.
6. Comparing the quality, the prices of the products are within the range
of the target segment.
Weakness:
1. ACME group has experience in pharmaceuticals which is completely
different from FMCG. They have to understand the dimensions of Agro vet
in order to provide the standard of Agro vet that it needs.
2. If the employee turnover rate increases in the whole ACME group. This
also affects the Agro vet sector. The employees lack motivation and
productivity among themselves.
3. There is no specialist Research and Development team in the Agro vet.
4. FMCG is new in the market and it needs a lot of promotional activities.
It is an expense for the management.
5. The Agro vet is fully dependent on the import buying of raw materials
depending on the product. We do not have any production facilities in our
country.
6. In order to maintain the product quality, Agro vet lacks competitive
pricing.
Opportunities:
People are becoming very conscious about what they are consuming. This is
a good prospect for beverage industry.
1. 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.
2. The media is developing very fast this means more promotional
activities and decreasing advertisement cost.
Threats:
1. With increasing technology, our country being high in corruption, use
those technologies in order to make fake products under different brand
names. These technologies help these people to make similar kind of
product packages and sell them by using the reputation and goodwill of
those products.
2. The ACME Agro vet and Beverage Ltd is a sister concern of the ACME
Laboratories Ltd. 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.
3. Other companies may exploit or use supply industries for their own
operation. For example: raw materials. They might use low quality raw
materials and make greater profit margin.
4. Sudden strike or blockage may result in the delay or no distribution of
products.
After the assessment of ACME comes the step where the objectives of the
organization are need to be settled. The top management as in the owners
has focused on the following tagline, ‘Perpetual quest for excellence’. ACME
Agro vet and Beverage Ltd believes in great quality. They try to provide
products with the highest quality at an affordable price to the customers.
They also try to reach out to the urban areas by proper distribution network.
Their goal is to reach the remotest areas of Bangladesh and improve lives.
Their long term planning is to achieve greater market share, locally and
internationally, through effective marketing strategy.
Managing Director
DMD
Directly
Executive Director Reports to
Directors
Brand Manager
RSM
Brand Executive
ASM
TM Management Trainee
SR
Directing:
The management is following democratic leadership. The employees work as
their scheduled and dictated tasks given by their superiors. Superiors also
take opinions and suggestions from the employees. This keeps the staff
motivated and enthusiastic. The staff carries out the orders and also suggests
ideas at all times which keeps their minds innovative and happy. Democratic
leaders keep their employees with them and listen to their suggestions and
use the employee’s skill at the place where it produces most profitable
outcomes. This enables the staff to work at their most efficient manner.
Controlling:
The ACME Agro vet and Beverages Ltd. started its venture in 2005 with
orange and mango juice. Then it introduced drinking mineral water. Latest of
their product is ACME Premium Gold Tea. It has established a modernized
plan in Bangladesh located at Hemayetpur. The plant is equipped with
modernized technological facilities and run by qualified personnel in
accordance with the stringent guideline of BSTI.
Product Planning:
The juice products are packed with the unique Tetra Pak technology. It
ensures longer shelf life. To ensure quality of product, ACME does the
procurement from the best source available. The company emphasizes to the
greatest extent on the quality of raw materials. The raw materials of Mango
juice are imported from India and Pakistan. These are continental mangoes of
the best quality. For Orange Juice, concentrated orange pulp is procured from
the best places of Brazil, produced by blending a pool of selected fresh
oranges.
Location: The main factory of Acme is in Dhamrai. One of the main reasons
to select this site is the availability of a huge area. They are continuing the
production of all their items in the same factory. This helps equal distribution
of electricity and power to every production process. Thus at the same time
they can produce mango juice and spices. This also makes it easier for them
to have a proper calculation of the production of individual items. Packaging
and loading also occurs in the same place which make things more
comfortable for the labors.
Production design: Here in Acme, the juice that they produce comes out in
batch. The process is completely automatic. Several types of machineries are
used for continuous processing. The total procedure requires some
calculative work.
In the beginning of processing, a perfect ratio of ingredients is mixed in huge
containers. Then crashing of materials is done by passing that mixture
through a machine. Further refining is done and then required amount of
citric acid is mixed. This mixture is further heated and put into aseptic can or
airtight drum.
Acme does not use any preservatives in their product. The process is a flow
production where everything is done automatically starting from mixing to
packaging. They mainly use tetra pack for packets of mango or orange juice.
Thousands of fully packed juice packs are then wrapped and loaded into
several containers. This work is done manually by the labors. During this
work a very important rule that is followed is ‘first in first out’ rule. The
packets that come out first must be loaded first in order to deliver those to
market places at first. This thing saves goods from getting expired before
usage.
Routing: They maintain a routine for everything. Mainly about delivery and
supply they try to maintain punctuality. But since the entire planning is done
on the basis of marketing orders, so some changes are usual to come. Still
there is a time given for packaging and directions are given to labors about
any work.
Follow-up: In this phase, ACME reviews their production process so that they
can better themselves. The employees and the supervisors find out problems
and take decisions about bringing changes. Various kinds of difficulties may
occur, they detect these difficulties and report to their managers so that they
can solve the problems and get back on their schedule.
PESTEL Analysis:
The elements of PESTEL Analysis are political, economical, socio-cultural,
technological, ecological and legal element. There is basically no political
issue behind ACME Juice. It has been producing for earning profit and
providing consumers with a quality product. These are the economical and
socio-cultural objectives of ACME Juice. Its technological elements are
machines which are used from extracting juice to packing products. The
product is coping with the ecological balance because its packaging materials
are environment friendly. At last but not least, ACME is maintaining all the
legal elements. Using proper amount of materials in preparing the juice,
maintaining consumer act, giving taxes and VAT are example of it.
Research:
Usually ACME does not run field research. It collects secondary from Malson.
Whenever they launch a new product (for example: mustard oil) only then
they buy information for total market demand, market share of the
competitors, growth and so on.
Channel of Distribution:
ACME Juice has 300 distributor houses where juice packs are sent from the
factory. Then the distributor send juice packs to the retailers (in town) or
to the whole-sellers (in the villages). The retailers or the whole sellers
(through the retailer) sell it to the customers.
Pricing strategies:
The price strategies that ACME Juice follow is “cost based pricing” and
“competitive pricing” strategies. According to cost based strategy the price is
fixed depending on the price. On the other hand under competitive pricing
ACME Juice offer as less price as possible.
Promotion:
Types of Promotion / Promotional Mix: Types of promotion are advertising and
public relation. To increase the public relation they arrange fare & also go to
school, college & university for knowing them about their product.
Advertising and product life cycle: The present advertisement method that
ACME Juice follows is “reminder oriented advertising”.
Provide After Sell Service: ACME Juice offer special 6 layers packaging in
packing the juice packs. Moreover, it provide with the transportation facility
to the distributors and whole-sellers. ACME denotes the expire-date of the
product.
Feedback:
ACME Juice encourages customers and distributors to send written comments
about the product. Moreover, it encourages the customers to recommend
others about the product. It provides sample juice pack and then collects
information from the consumers. After collecting feedback it offers rewards
purchases with cash, rebates, merchandise or other premiums. They also try
to sell product directly to the customers by visiting a locality.
Human Resource Management of
ACME Group
Activities of Human Resource Management:
Planning for staffing needs comes from various divisions of the organization.
As ACME is a profit-making organization their main goal remains selling more
of their products. First, a sales forecast is made for the next business year
and then the marketing plan is carefully overviewed by the other divisions to
analyze the amount of resources that will be needed to meet the sales target.
Human resource is one of the vital factors of production and operation and
each division produces a report on their staff recruitment requirement for the
desired sales target. They have to justify their recruitment necessities to the
HRM division as to why they need to employ more people. HRM gives the
proposal a go-ahead if they think it is justified. If the HRM thinks that their
proposal is unjustified and the level of work can be done with the existing
employee force, they can reject the proposal. The proposals are submitted on
October, reviewed till December. On December and January of the next year,
the recruitment process is freeze. After this they do not hire any employees
except for the sales division.
For an entry level position, candidates are called in for a written test. They
also have case studies where one has to apply his academic knowledge and
common sense. Different sets of questionnaires are made for different
departments, a cut-off score is set, and those who score above that in both
the written test and the case studies are called in for an interview, where
some generic questions are asked. Employment test and checking of
references is conducted for mid level employees. The best candidates are
called in for a follow-up interview. Then they are further assessed and a
candidate is finally selected. A salary negotiation takes place hereafter. For
supervisory level, such as factory workers, there is no such thing as a written
test. Their job experience is noted.
ACME makes more use of on the job training. There is HR-to-HR training
which is included in on the job training. That is training the employees the HR
skills (standard operating procedures) required in the office by another
employee in a superior position. The same goes for marketing-to-marketing
or finance-to-finance. An existing employee might need to learn a new skill or
a new technology operation method. He or she will be trained through HR-HR.
Or a training need may be identified for around 25 people on project
management .And suppose they don’t have an in-house expert for project
management training. Hence they will secure an expert from outside, bring
that person on ACME’s site and then carry out the training process.
There are certain other expertise’s for which they need to send people
outside for training. During office hours and during an employee’s paid time
they are sending them out, both within the country and outside the country
for training programs. There might be a training program abroad on
advanced project management and the people who have already done the
foundation course on project management will be send for the advanced
training. Product positioning, marketing formulations, for these purposes
employees are sent to countries like Malaysia and Indonesia to further refine
their skills. For example: Quality management head going to Japan for 3
weeks to learn tools and techniques for total quality management. Also,
every HR employee is required to take a minimum training of about 270hrs.
For evaluating the performance of their employees, ACME relies on the
benchmark method. They set a standard for their employees, inform them
what is expected of them and evaluate them on monthly basis. For middle
management especially the managers, 360 degree system is also applied. As
managers have to communicate with both the top level and the supervisory
level their human skills and technical skills has to be excellent.
Employee benefit and flexible work plan is practiced in ACME. They make the
flexible work plan available to only top level executives such as the heads of
divisions, managing directors and directors. They have the privilege to be at
most an hour late to office which they can cover up at the later hours.
Employee separation:
ACME uses interns to meet the changing needs. They sign up for 12-13 weeks
contracts with interns from various universities. This helps to bring down the
staffing costs to a considerable extent.
Theories of motivation:
Corporate Philanthropy:
ACME sponsors charitable organizations that help people with AIDS. These
organizations help out people who have lost jobs due to their illness and are
fighting hard to support themselves or their families. ACME has also decided
to eradicate poverty by helping the poor kids to give them a better chance at
life. They have recently signed up a contract with ‘JAAGO FOUNDATION’,
which is an English Medium school for underprivileged children. They will pay
15,000TK per month for the next 12months starting from May.
Consumer/ Customer:
Right to choose- They do not go for persuasive selling. Rather they focus on
making qualitative products and leave the decision making process to the
customer
Employees:
Sexual harassment- ACME does not have any records of sexual harassment
from any level of employees so far. Currently they do not have any
established rules for handling sexual harassment related cases.
CONCLUSION