Internship Report On Elite Chemical Industries Ltd
Content
Internship Report On Elite Chemical Industries Ltd.
MarketingofDepartment the
Submitted To: Md. Sahidur Rahman Professor Department of Management Studies University of Chittagong Chittagong..
Submitted by Department of Management Studies University of Chittagong 1
Date of Submission: 27.12.2012
LETTER ! S"#$ISSI%
Date: !"1#" #!1#
$r. $d. Sahidur Rahman
Professor Department of Management Studies University of Chittagong
Sub&ect: Submission of Industrial Tour Re'ort
Dear Sir$ I am very g%ad to su&mit the industria% tour report on 'Marketing Department of the (%ite Chemi)a% Industries *imited+ ,hi)h is prepared as a pre-reuisite for the / th year 00 program. It ,as a great opportunity for me to gain pra)ti)a% kno,%edge through )ondu)ting the study. I have )o%%e)ted data and then produ)ed the findings during this industria% tour. I hope that I have &een a&%e to fu%fi%% our a)ademi) reuirements &y doing this 2o&.
I hope that you ,ou%d &e kind enough to me and a))ept my Industria% 3our report and o&%ige there&y
3hanking you. 4ours Sin)ere%y$ -----------------------Department of Management Studies University of Chittagong
#
(C)%*LED+E$E%TS
t first$ I must remind a%mighty for ena&%ing me to retain a&i%ity$ keep patien)e and to have opportunity to make effort for preparing this industria% tour report. It is a ni)e e5perien)e for me to su&mit a report &ased on the tour e5perien)e. My profound profound gratitud gratitudee is to ,E ,E-E -E/ / C 12 and its Su&-pro2e)t manager Dr. $d. !ashiul (lam$ Professor$ Department of Management Studies$ University of Chittagong$
,ho has )o-operated me to se)ure the purpose of the fruitfu% industria% tour report. I ,ou%d %ike to thank our honora&%e Chairman rof. Dr. (.!.$. (oranaab/ Department of Management Studies$ University of Chittagong for giving me permission &y providing a for,arding %etter to do the ne)essary resear)h ,ork.
I ,ou%d a%so %ike )onvey my deepest o&eisan)e to our tour supervisor rof. $d. Sahidur Rahman/ Department of Management Studies$ University of Chittagong and a%% of my
group mem&ers for their )ordia% )o-operation and he%pfu% suggestions.
I ,ou%d a%so %ike to e5press e5press my grati gratitud tudee to $r. (bul (bul )alam )alam (ad/ (ad/ 3+$4 for his )oope )oo pera rati tion on to pr provi ovide de diff differ eren entt data data a&ou a&outt th thee )o )omp mpan any. y. In addi additi tion$ on$ $r. ).$. $orshedul (lom 3D+$4/ $r. $d. (l5$amun 6omadder/ 3fficer4/ Commercial/ $ohamme $oha mmed d Shafi/ Shafi/ 3(+$4/ 3(+$4/ roduc roduction tion has he%ped me in fa)tory %eve%. I am a%so
gratefu% gratef u% to them. 6ithout their un)onditiona un)onditiona%% and )ount%ess )ount%ess suppoimpossi&%e suppoimpossi&%e to prepare prepare an industria% tour report on (%ite Chemi)a% Industries *imited .
7o,ever$ I have tried my %eve% &est to prepare this report an informative one. t %ast$ my sin)ere apo%ogy goes to the readers for my )on)eptua% and printing mistakes$ if there is any.
(#STR(CT
In our /th year 00 program ,e have gone through 8 )ourses some of ,hi)h reuire pra)ti)a% e5perien)es. Industria% 3our is a strong too% to he%p in this fie%d. (very student of /th year 00 has to make a tour in any industry and su&mit a report on his"her pra)ti)a% e5perien)es re%ating to any su&2e)t s"he has gone through.
3he term 'Industria% 3our+ means preparing a report on some industries after visiting the industries physi)a%%y ,ith a group or individua%%y under a proper guidan)e$ revie,ing their pro)ess of operation or o&serving the pro)edure of produ)tion$ gathering re%evant data found in the management of term$ )riti)a%%y ana%y9ing and eva%uating the findings$ providing suggestions on the performan)e of the samp%e enterprise.
s a student of / th year 00 Management Studies; of the University of Chittagong$ I have &een assigned to prepare the industria% tour report on ' (%ite Chemi)a% Industries *imited+ ,hi)h is a famous paint )ompany of 0ang%adesh. It he%ps to make intera)tion &et,een the kno,%edge and its app%i)a&i%ity. It in)reases our ski%% ,ithout ,hi)h the theoreti)a% kno,%edge is of no use in pra)ti)a% fie%d.
In this regard$ )onsu%ting )onsu%ting ,ith my supervisor supervisor $r. $d. Sahidur Rahman/ (ssociate rofessor/ De'artment of $anaement Studies $ "ni8ersit9 of Chittaon$ ,e$ the
mem&erss of group no./ de)ided to make our tour in Elite Chemical Industries Limited mem&er and su&mit tour reports.
s ,e are to su&mit our tour reports individua%%y$ ,e have de)ided to divide the ,ho%e report into severa% report severa% parts parts and ea)h mem&er mem&er is to prepar preparee a part. part. 3he Elite Chemical Industries Limited has a history and it is one of the %argest groups in 0ang%adesh. So I /
have the interest to study the )ompany<s )ompany<s marketing marketing and prepare prepare a report report on marketing marketing in Elite Chemical Industries Limited. I think that this tour report ,i%% &e of a great use to
the readers.
T(#LE ! C%TE%TS
articulars
ae 1 2
Cha'ter ; ne 1.1
*etter of su&mission )kno,%edgements &stra)t Introduction Introdu)tion
1.#
O&2e)tives of the study
=
1.
Methodo%ogy of the study
7
Cha'ter ; To
8er8ie
#.1
&out Paint Industry
>
#.#
Overvie, of the )ompany
10
#.
0rief of (%ite Paint Industries *imited
11
Cha'ter ; Three
De'artments of Elite aint
.1
7uman Resour)e Management
12
.#
Produ)tion Management
1<
.
=inan)ia% Management
17
./
Supp%y Chain Management
1>
Cha'ter ; !our
$ar?etin $anaement of Elite aint
/.1
Produ)t
21
/.#
Pri)e
2
/.
P%a)e > Distri&ution
#?
/./
Promotion
#8
Cha'ter ; !i8e
Sot (nal9sis
?.1
Strength
/?
?.#
6eakness
/?
?.
3hreat
/?
?./
Opportunities
/@
Cha'ter ; Si@
Limitations/ Recommendations/ and Conclusions
@.1
Overa%% pro&%ems
<
/A
?
@.#
*imitations
/8
@.
Re)ommendations
/8
@./
Con)%usions
/B
References
?!
(''endices
?1
Cha'ter: ne I%TRD"CTI% 1.1. I%TRD"CTI%
3he Ch 0ang%ades desh h has &e)ome the %arge %arge earnin earning g se)tor se)tor$$ for Chem emic ical al Indus Industri tries es of 0ang%a emp%oyees$ &usinessmen and ovt. The Elite Chemical Industries is a )ompany of (%ite Paint Industries *imited. (%ite Paint is one of the %eading manufa)turers of paints in 0ang%adesh. Its 7ead Offi)e > =a)tory are situated in Chittagong.
(%ite<s driving for)e has &een its a&i%ity to deve%op ne, te)hno%ogy )om&ined ,ith an a)tive a)t ive te)hni te)hni)a% )a% servi) servi)ee for)e for)e in )o-oper )o-operati ation on ,ith ,ith its )us )ustom tomers ers.. Rapid Rapid te)hno te)hno%og %ogy y deve%opment ne)essitates )onstant attention to the fie%d of resear)h. Rea%i9ing this fa)t$ (%ite (%i te esta&% esta&%ish ished ed ,e%%-e ,e%%-eui uipped pped paint paint %a&ora %a&orator tory y in its fa)tor fa)tory y and engaged engaged high%y high%y ua%ifi ua% ified ed )hemis )hemists ts > spe)ia spe)ia%is %ists ts in this this ,ork$ ,ork$ to in)rea in)rease se the te)hni te)hni)a% )a% str strengt ength h it undergoes undergo es te)hni)a% te)hni)a% )o%%a&oration )o%%a&oration ,ith DD$ Eapan and Cro,n 0(R(R$ UF.nnua% UF.nnua% Report$#!!?-#!!@; .
(%ite Paint uti%i9es a vast amount of resour)es in resear)h and deve%opment. Our state of ar artt paint paint %a %a&o &ora rato tory ry is home home to high high%y %y u ua% a%if ifie ied d )h )hem emis ists ts an and d sp spe) e)ia ia%i %ist stss ,ho ,ho are are )onsis )ons isten tent%y t%y ,orkin ,orking g to add ne, and innova innovativ tivee produ) produ)ts ts to an a%read a%ready y ste%%a ste%%arr %ine. %ine. 3hrough this resear)h and deve%opment (%ite Paint has )reated produ)ts to suit every need.
@
Elitee aint Elit aint Industri Industries es Limited Limited is a %o)a%%y o,ned fa)tory$ started at ,ith a vie, to
enri)h the )ountry<s Chemical industry. It is a 1!!G %o)a% demand oriented unit operated to fu%fi%% %o)a% demand &y earning profit. 6e have visited the fa)tory of Elite aint Industriess Limited Industrie Limited > su summ mmar ari9 i9ed ed th thee find findin ings gs in this this paper paper &ut I ,ou%d ,ou%d dis) dis)us usss
spe)ia%%y the department of $ar?etin. http :"" ,,,.e%itepaint.)om.&d.#!1#;
Cha'ter: To #6ECTIAES ! ST"DB
3here are many important important o&2e)tives o&2e)tives of the industria industria%% tour report report .3he most
signifi)ant o&2e)tive of preparing this industria% tour report is to gather kno,%edge a&out produ)tion$ marketing$ human re)ourses management$ finan)ia% management pra)ti)e in private se)tor of 0ang%adesh.
3he study has &een undertaken undertaken to attain some some o&2e)tives:
3o a)uire pra)ti)a% kno,%edge of the organi9ation $ to kno, the pro)ess > system of %o %o)a )ati tion on > %a %ayo yout ut.. 3o deve% deve%op op a )%ea )%earr and )ompr )ompreh ehen ensi sive ve vie, vie, of (%it (%itee Chem Chemi) i)a% a% Indust Ind ustrie riess *imite *imited. d. 3o kno, kno, a&out a&out progre progress ss >prosp >prospe)t e)t of Che Chemi) mi)a% a% Indust Industrie riess ,ith ,ith regard to (%ite Chemi)a% Chemi)a% Industries Industries *imited. 3o improve improve and enhan)e enhan)e our kno,%edge in pra)ti)a% %ife. 3o assess the rationa%ity of marketing management system of this organi org ani9at 9ation ion.. 3o identi identify fy pro&%e pro&%ems ms and provid providee re)omm re)ommenda endati tions ons for so%vin so%ving g this this pro&%ems.
A
Cha'ter: Three RESE(RC, $ET,DL+B
I &egin this resear)h resear)h study &y the entit%ed entit%ed H Resear)h Resear)h Study on (%ite (%ite Paint
roup of Companies+ fo)used on Marketing. In the &eginning I ,ou%d %ike to define 'aint+ >'Elite+ and then )o%%e)ting data from various sour)es. Paint is one type of finishing or de)orating goods that is genera%%y used in ,a%%$ &ui%ding$ and furniture and so on. Elite is (ng%ish ,ord here it means a standard$ distinguish )%ass. Paint (%ite &oth are 2oint%y mean a patent$ good,i%% g ood,i%% in the )onsumer market in present time.
Co%%e)ted Co%%e)ted data and informatio information n ,ere ta&u%ated$ ta&u%ated$ pro)essed pro)essed and ana%y9ed ana%y9ed
profound%y in order to make the study more informative$ fruitfu% and purposefu%.
3o )o%%e)t information for preparing this report$ ,e make a systemati) pro)edure.
% %%% the the data data ar aree )o )o%% %%e) e)te ted d to make make an over over a%% a%% )o )omp mpre rehen hensi sive ve vie, vie, of produ produ)t )tio ion n management a)tivities ,ith pra)ti)a% perspe)tive. Sources of information:
In preparing the report for the industria% tour ,e<ve )o%%e)ted data and information rimar9 data:
,e )o%%e)t primary data through the fo%%o,ing manner •
Intervie,ing emp%oyees$
•
O&serving various organi9ationa% pro)edure$
•
3hrough uestionnaire survey.
•
Pra)ti)a% e5perien)e gained &y visiting fa)tory and re%ated department.
Most of the primary data )o%%e)t through the dis)ussion ,ith the emp%oyees of Elite Elite 8
Secondar9 data:
3o )o%%e)t se)ondary data ,e have to depend on various sour)es .3hus se)ondary data that used in the report ,as taken from: •
Company<s nnua% Report
•
Re%ated te5t&ooks
•
6e&sites and others
B
Cha'ter: !our Discussions .1 ,ISTRIC(L #(C)+R"%D riin of the Elite aint
In 1B/A/ $r. Sira&uddin (hmed arrived in (ast Pakistan after the )ountry division. 3hen he ,orked in a &usiness enterprise for fe, days and after,ards started his o,n %ife as a su))essfu% entrepreneur. In 1B?#$ at the starting point of his &usiness-%ife$ he )ame very )%ose to paint &usiness and ,ithin fe, days started a paint manufa)turing industry named Elite paint Group of companies. companies.
=rom that point Elite Paint Group of companies companies star started ted its 2ourney &y manufa)turi manufa)turing ng paint in a sma%% s)a%e ,ith %itt%e )apita% and supp%ied supp %ied to the %o)a% market. 3he )om&ination )o m&ination of hard ,ork$ honesty$ am&ition$ effi)ien)y and effe)tiveness of the founder made the popu%arity of (%ite paint in)rease day &y day.
6orthy ua%ity of paints made (CI* to &e the %eader of the paint market. It ,as a go%den history of (%ite. 3he aged peop%e dou&t%ess%y utter the name of H(%ite Paints+ as they re)a%% re) a%% ua%ity ua%ity paints paints over over the de)ade de)ades$ s$ ,hi)h ,hi)h e%u)id e%u)idate atess uniue uniue %eader %eadershi ship p in paint paint manufa)turi manufa )turing ng and serving the nation ,ith mu)h attri&uti attri&ution. on. nyho,$ this go%den era is dim%y g%ittering &ut not )omp%ete%y erased from the heart of the peop%e. 3his imprint of peop%es minds )an easi%y &e restored &y shifting paradigm in overa%% operations.
1!
3o de%iver the &est ua%ity produ)ts$ (%ite Paint uti%i9es a vast amount of resour)es in resear)h and deve%opment. 3hrough this resear)h and deve%opment (%ite Paint has )reated produ)ts to suit every need. 6e produ)e a ,ide range of paints and )oating for a variety of different industria% industria% needs. 3he )ompany )ompany is a%so manufa)turi manufa)turing ng paints paints to prote)t ships and offs offshor horee st stru ru)t )tur ures es.. (% (%it ite< e<ss produ produ)t )t port portfo fo%i %io o go goes es from from e) e)ono onomi mi)) to high high performan)e$ )atering to the demands of every user. 3he three &road segments of the paint industry in ,hi)h (%ite Paint effi)ient%y operates are the fo%%o,ing: fo%%o,ing: Decorati8e aint
(%ite Paint has a ,ide produ)t range. It is manufa)turing paints in a%% segments of the industry... Industrial aint
n industria% paint is defined &y its prote)tive )apa&i%ity$ rather than its aestheti) properties$ $arine aint
Ships and offshore stru)tures are sensitive to &riny air and sea ,ater )orrosion. 3his )ategory of paint is a high%y...
11
CLR !EST
3he uniformity of )o%our varies from person to person$ ,hi%e the &ase may remain the same. 3he shades define...more define...more )onsistent%y de%ivering the &est in ua%ity produ)ts and adding innovative ideas is ,hat keeps (%ite Paint at the top. 3he )ompany has a)hieved mu)h over the years and ,i%% do mu)h more in the years to )ome.
.2 (n 8er8ie of #anladesh aint $ar?et
underdeve%o e%oped ped )ount )ountry ry ,here ,here per )apit )apitaa in)ome is US J??! and #anladesh is an underdev DP gro,th averages around @G during the %ast A years ,hi)h is uite satisfa)tory. 3he e)onomy is heavi%y sti%ted to,ards agri)u%ture and our industria%i9ation is sti%% in its infan)y. It is rea%%y sad that at this premature stage ,e are in the ra)e ,ith industria%%y deve%oped and advan)ed )ountries )ountries &e)ause of the a))e%erated a))e%erated adoption adoption of open market po%i)ies. Readymade Readymad e garments$ knitting$ k nitting$ fro9en seafoo sea food d and a nd man po,er po, er e5ports e5p orts are the main sour)e of the )ountrys foreign earnings.
3he 0ang%adesh Paint Market had &een e5perien)ing a good gro,th of 1!-1#G per annum ann um )ons )onsis iste tent nt%y %y si sin) n)ee %ate %ate nine nineti ties es main main%y %y &e)a &e)aus usee of a &oom &oom in Rea% Rea% (s (sta tate te Deve%opment$ ,hi)h ho,ever no, appears to have a remarka&%y s%uggish trend in #!11$ and has started improving in #!1#. 0ut &e)ause of ,or%d ,ide ()onomi) )risis ,hi)h has &een termed as the ,orst in the ,or%d after 1B! is %ike%y to hit our e)onomy as ,e%% and that may resu%t a nose dive situation in the Rea% (state se)tor and a%so in the paint market. ))ording to the Cement Manufa)turers of 0ang%adesh the )ement market is gro,ing at around ?G p. a.$ ,hi)h )orre%ates uite ,e%% ,ith our market gro,th data and and it sho shou%d u%d gro, gro, at %east east at the dou& dou&%%e rate ate of that hat e.g.$ .g.$ 1!G 1!G. Sour our)e: http:"",,,.e%itepaint.)om.&d;
3he key fa)tors that shape the dynami)s of our 1#
paint industry are as fo%%o,s: K ro,th of housing industry K ()onomi) and po%iti)a% sta&i%ity K overnment D0 and foreign aids K overnment po%i)y for de)entra%i9ation of e)onomi) )tivities K Ra, materia% pri)e )hange in internationa% market K Pri)e of other )onstru)tion materia%s 3he gro,th of e5port oriented industries %ike RM$ te5ti%e$ pharma)euti)a%s and the rise of remittan)e inf%o, have e5pand e5panded ed our natio nationa% na% e)ono e)onomy my$$ ,hi)h ,hi)h in turn )ontri&uted Positive%y to the gro,th of the paint market. It is nota&%e that in #!!A$ there ,as a de)%ine in gro,th of paint industry due to the po%iti)a% un)ertainty$ &usiness disruptions$ natura% )a%amities and )onseuentia% do,nturn in overa%% e)onomy of the )ountry. 3he effe)t of the nationa% e)onomi) s%ump on paint industry )orre%ates ,ith the de)%ine in the gro,th of housing industry$ ,hi)h e5perien)ed %o,er gro,th of 18G )ompared to the gro,th of !G in #!!?-#!!@.
3he paint market e5perien)ed a &etter gro,th in #!!8 as e)onomi) s)enario of the )ountry improved. 7o,ever$ the ,or%d is no, fa)ing )risis in the finan)ia% markets and if this )risis is pro%onged then our nationa% e)onomy ,i%% a%so suffer. 3he re)ession in ,estern markets ,i%% &ad%y effe)t our RM e5port$ foreign remittan)e and foreign aid. *o,er e5port earnings and fund inf%o, ,i%% resu%t in %o,er government D0 and %ess )onsumer e5penditure on rea% estate housing and paint,ork 3herefore the future out%ook is not )ongenia% for maintaining )urrent gro,th rate of the paint industry. 3he %imited gro,th up to no, in industria%i9ation and per )apita in)ome in 0ang%adesh has restri)ted the si9e of the )ountries paint market$ ,hi)h is )urrent%y a&out 3k. B!!B#! )rores and it )ou%d &e mu)h more. 3he main gro,th of Paint )onsumpt )onsumption ion is )oming from the Rea% (state &oom for the %ast 1! years ,hi)h is main%y )ontri&uting to the gro,th of r)hite)tura%"De)orative segment.
Right at this moment t,o mu%tinationa% mu%tinationa% and a good num&er of %o)a% paint manufa)turing manufa)turing )ompanies /! organi9ed and at %east ?! more in the disorgani9ed se)tor; have &een 1
operating in this gro,ing paint market. %% the )ompanies in 0ang%adesh Paint Market are operating on sing%e shift &asis. Luite a fe, of these )ompanies are produ)ing paints of int interna ernatio tiona%% na%%y y a))epta& a))epta&%e %e ua% ua%ity ity and very very import important% ant%y$ y$ the insta% insta%%ed %ed sing%esing%e-shi shift ft produ)tion )apa)ity of the %o)a% paint )ompanies is more than present %o)a% market demand. Sour)e: 3he &reak up of the e5isting market demand and the )onso%idated produ)t produ)tion ion )apa)ities of %o)a% units$ &y paint )ategory$ are given &e%o,$ ,hi)h speaks vo%umes a&out the present )ondition of the 0ang%adesh Paint Industry as a ,ho%e. ,h o%e.
Table 1: #anladesh aint $ar?et52010
aint Cateor9
Aolume $T4
3in $illion
Local in i nstalled
Aalu alue
sinle5
3eT?.4
De)orative Retai%; Industria% Marine utomotive 3ota%
ca'acit9 $T4 A$B?! 1!$!!! M3
AA$##! M3
3k.
A$!#! M3 $?1! M3 ?!! M3 88$#?! M3
mi%%ion A#! mi%%ion ! mi%%ion #!! mi%%ion B$#!! mi%%ion
$a&or Sements of the aint $ar?et
1/
1$!!! M3 ?!! 8!! 1#$!! M3
Ca'acit9
shift "tiliation 3in
AB.?!G A!G @@G @#.?!G A?G
Sour)e: http:"",,,.e%itepaint.)om.&d;
1?
Table 2: of sinle5shift 'roduction ca'acit9 to fulfill the 'resent mar?et demand of 'aint:
Deco De cora rati ti8e 8e
ain aintt
Aolume 3in Liters4
Aalue
Local
3000 T?.4
sinle5shift
#$1@$##$!!! *tr.
1$?@$?!!
ca'acit9 in Liters4 $!8$88$!!!
/$!1$?/$!!!
?!$#$!!!
?$A$@8$!!!
Others; Cement
A?!! M3
$8?$!!!
1!$!!! M3
3ota%
@$1A$A@$!!! *tr
8?$@/$?!!
8$8#$?@$!!!
Sub Cateor9
So%vent
&ased
installed
%os %osss )oati )oatings ngs > Under)oats Narnishes > others; 6ater 0ased Distemper$ (mu%sions
>
A?!! M3
*tr
1!$!!! M3
Sour)e: http:"",,,.e%itepaint.)om.&d;
3he a&ove mentioned data unvei%s the un)omforta&%e fa)t that the e5isting %o)a% paint manufa)turing se)tor as a ,ho%e is uti%i9ing a a&out A?G of its sing%e-shift produ)tion )apa)ity to fu%fi%% the present market demand.
3aking into a))ount that the gro,th of 0ang%adesh paint market has not e5)eeded 1!1#G $ per year in the past ? years$ %eads to the simp%e )on)%usion )on)%usion that the e5isting %o)a% produ)tion )apa)ity ) apa)ity )an )ater to the )ountry<s demand ,e%% &eyond #!1# ,ithout having to engage more than one produ)tion shift. In )ase of ne)essity$ e5isting )ompanies are in a position to make further investment for the in)rease of produ)tion )apa)ity to )ater any in)reased demand.
. ( #rief of Elite Chemical Industries Limited 1@
1. M( M( O= 37( 37( OR ORI I 3I 3IO O
: (%it (%itee Pa Pain intt rou roup p Of Comp Compan anie iess
#. =C3OR4 DDR(SS
: B#$ 0ai2id 0ostami Road$ asira&ad Industria% rea$
. R(
Chittagong. : ? )re
/. 7(D O==IC(
: (%ite 7ouse$ C.D. venue$ Chittagong
?. S*(S O==IC(
: ?/$ Centra% Road$ Dhanmondi$
@. D3( O= (S30*IS7M(3
Dhaka. : 1st Eanuary$ 1BA1
A. *6 S(33I UP 37( ORI3IO
: Comp ompan any y )t$ 1B1 1B1
8. *(* =ORM O= 37( COMP4
: Private %imited Company
B. 3UR( O= 37( COMP4
: Marketing Oriented Company
1!. U37ORI(D CPI3*
: 3aka ?!$!!$!!!.!!
11. PID UP CPI3*
: 3aka /8$B?$?!!.!!
1#. 3UR( O= 0USI(SS C3INI3I(S
: Sa%e > produ)tion of of paint > varnishes$ meta% )ontainers$
1. PRICIP* PRODUC3S
,ood )o%or > varnish et). : Paint and Narnishes
1/. 3O3* M PO6(R
: 3ota% (mp%oyees: 8! *a&or: #!!
Sour)e: http:"",,,.e%itepaint.)om.&d
. b&ecti8es of Elite Chemical Industries limited
1A
3he first or pioneer o&2e)tive of Elite aint ,as to provide different of ua%ity produ)t > servi)e at the ear%y stage of foundation. Profit Profit earning ,as another main o&2e)tive of the great pioneer. (%ite ,ants to meet the need for more information and advi)e through on%ine )onsu%tan)y at its &est. It ,ants to )ustomi9e the produ)ts and servi)es that are )urrent%y offered in a standard form. (%ite ,ants the position of one step ahead to introdu)e ne, offers &y uti%i9ing its id%e )apa)ities in &oth produ)tion and operations. (%ite is a&%e to de%iver the produ)ts or servi)es faster &y diverging its )ohesive team,ork. In %o)a% %o)a% demand demand fu%fi fu%fi%%i %%ing ng Paint Paint indust industry$ ry$ one of the toppin topping g %is %isti ting ng paint paint indust industry ry 0ang%adesh. (%ite roup has name o&2e)tives for the deve%opment of the so)iety.
3he (%ite roup o&2e)tives are given &e%o,: 1; 3o in)rease in)rease the e)onomi e)onomi)) deve%opment deve%opment of the the )ountry. )ountry. #; 3o )reat )reatee emp%oy emp%oymen mentt opportu opportunit nity. y. ; 3o p%ay positiv positivee ro%e &ehind &ehind the rapid rapid deve%opment deve%opment of the the industry industry in 0ang%ades 0ang%adesh. h. /; (%ite (%ite roup assures assures ua%it ua%ity y and )ustom )ustomer er servi)es servi)es..
Customer
(%ite roup
So)iety" Market
Sour)e: http:"",,,.e%itepaint.)om.&d %ame and (ddress of the Industr9: Elite aint +rou' of Com'anies
(%ite 7ouse$C.D. venue
Elite Chemical Industries Limited.
Sher Shah Co%ony B# 0ai9id 0ostami I"
Chittagong
Chittagong
#anladesh.
#anladesh.
18
.< Com'an9s ositions
%% )ategor )ategories ies of respond respondent entss- Painte Painters$ rs$ Dea%er Dea%erss and =ina% =ina% Use Users rs indi)a indi)ated ted a rank$ rank$ ordering of &rand preferen)e$ &ased on overa%% performan)es of paint )ompanies. 3he per)entage HRanking1H is depi)ted as fo%%o,ing:
Table :ercentae Ran?in f aint Com'anies
P(RC(3( RFI COMP4; (%ite
0erger
Moonstar
Others
Users
#
1
/
Painters
#
1
/
Dea%ers
/
1
#
Sour)e:http:"",,,.e%itepaint.)om.&d
3he summari9ed rank ordering is o&tained ,ith the fo%%o,ing )a%)u%ations-
(%ite
Q #5# #5# /5/ Q #/
0ergerr Q 15/ 15/ 15/ Q 1# 0erge 1# MoonstarQ /5/ 5 #5# Q #B
The lowest total score indicates the first/highest preference preferen ce ranking. ranking.
Others Oth ers Q 5 /5/ /5/ 5 Q / / =ina% Ranking Position: 3he resu%ts sho, the fo%%o,ing rank ordering:
Table : Ran? of the 'aint industries in #D
1
1B
%ame of the com'an9
Rank
0erger Elite Moonstar Others http:"",,,.e%itepaint.)om.&d
1 2 /
Sour)e:http:"",,,.e%itepaint.)om.&d 7en)e$ ))ording to the a%% kinds of respondents$ the position of the (%ite Paint is se)ond$ and ,orth,hi%e first position is a)uired &y 0erger.
Cha'ter: !i8e #!
$a&or De'artments of ECIL <.1 ,uman Resource Reso urce $ana $anaement ement in Elite Chemical Indus Industries tries ltd , 3he emp%oyees a&out 8?G are men. Chi%d %a&or is stri)t%y prohi&ited in fa)tory premises. nd trade unit is not a%%o,ed in this industry. Em'lo9ment 'olicies:
(%ite (%i te Paint Paint a&ides a&ides &y the prin)i prin)ip%e p%e that that de)isio de)isions ns &ased &ased on hiring hiring$$ sa%ary sa%ary &enefit &enefits$ s$ advan)ement$ termination or retirement are &ased so%e%y on the a&i%ity of an individua% on the 2o&. 3here sha%% &e no dis)rimination &ased on ra)e$ gender$ marita% or maternity status$ re%igious or po%iti)a% &e%ieves$ age or se5ua% orientation. !orced labor:
(%ite Paint roup of Companies does not for)e the %a&or in any form: prison$ indentured$ &onded or other,ise. Child labor:
(%ite (%i te Paint Paint does not emp%oy emp%oymen mentt any person &e%o, the age of 1A to produ)e produ)e appare% appare%$$ a))essories or euipment. Com'ensation:
(%ite Paint provides ea)h emp%oyee at %east the minimum ,age or higher and provides ea)h emp%oyee a )%ear ,ritten a))ounting for every pay period. #enefits:
(%ite Paint provides ea)h emp%oyee a%% %ega%%y mandated &enefits. 3his in)%udes mea%s or mea% su&sides or trans transporta portation tion su&sides other )ash a%%o,an)e a%%o,an)es s hea%th hea%th )are$ pregnan)y$ or si)k %eave$ va)ation$ re%igious ho%iday and )ontri&ution for provident fund. ,ours of or?F o8er time: Elite Eli te ain aintt )omp%ies ,ith %ega%%y emendated ,ork houses$ uses over time on%y ,hen
ea)h emp%oyees fu%%y )ompensated a))ording to %o)a% %a, and or a regu%ar%y s)hedu%ed &asis provides one day off in seven and reuires no more than @! hours of ,ork per ,eek.
Management of environment$ safety and hea%th: Elite aint has ,ritten hea%th safety and guide%ine has a fa)tory safety )ommittee provides persona% prote)tive euipment free of )hange and mandates its use and a%% app%i)a&%e %o)a% environmenta% safety and hea%th regu%ations. #1
(very emp%oyee sha%% &e treated ,ith respe)t and dignity: o emp%oyee sha%% &e su&2e)t to any physi)a%$ se5ua%$ psy)ho%ogi)a% or ver&a% harassment or a&use. 6ritten dis)ip%inary pro)edures sha%% &e app%ied fair%y among a%% ,orkers of (%ite Paint roup of Companies.
Manpower of Elite Paint has manu manufa fa)t )tur urin ing g f%oo f%oors rs > 1# 1#! ! men men > ,ome ,omen n are are ,ork ,orkin ing g in Elit lite aint has manufa)turing pro)edure the paint produ)ing ua%ity for the the ,or%d market. 3his 3his ua%ity ua%ity performan)e has &een not on%y re)ogni9ed &y the 0ang%adesh government &y re,arding severa% nationa% trophies for highest e5pertise$ it has a%so a)hieved to &e internationa%%y a))%aimed for e5)e%%en)e in ua%ity.
3he emp%oy emp%oymen mentt is str strate ategi) gi)a%% a%%y y geared geared to remain remain effi)i effi)ient ent > aff%ue aff%uent nt in the ,ork pro)ess. deuate environment is a%,ays maintained for the harmony in the organi9ation. =riendship > team spirit is in )a%)u%ated &y the phi%osophies of the management of Elite aint to ,ith stand a%% o&sta)%es > fight on into the future.
(%ite Paint com'an9 'ro8ides n The 6ob Trainin $ostl9. (mon on the 2o& training the9 'ro8ide •
(''renticeshi'
•
6ob instruction trainin 36IT4
•
roram learnin
The9 a''l9 coachin or understandin method. The9 do not a''l9 &ob rotation method
*(+E (%D S(L(RB (D$I%ISTR(TI% 3he )ompany a%so provides •
Medi)a% fa)i%ities$
•
roup insuran)e$
•
Spe)ia% in)rement and &onus other than sa%ary.
##
5.2 FINANCIAL MANAGEMENT OF ELITE PAINT INDUSTRIES LIMITED:
=inan)ia% management is an integra% part of overa%% management. It is not a tota%%y independent area. =inan)ia% management has undergone fundamenta% )hanges in its s)ope and )overage. In the ear%y years of its eva%uation it ,as treated synonymous%y ,ith the raising of funds. In the )urrent %iterature pertaining to finan)ia% management$ a &roader s)ope so as to in)%ude$ in addition to pro)urement of funds$ effi)ient use of resour)es is universa%%y re)ogni9ed. !inancial manaement of Elite aint:
3he (%ite Paint ,as esta&%ished in the year 1B?#. It started ,ith initia% )apita% of Rs. #$ B?$!!! on%y and a%most ,ith its o,n )apita%. 3he )ompany<s present )apita% is a&out 3k. ? )orer. It a%so )o%%e)ted its )apita% &y taking %oan from the &anks. 3he )ompany does not get any fa)i%ities from the government in )o%%e)ting )apita%. In )o%%e)ting the reuired )apita%$ they fa)e many pro&%ems %ike
Red tapism &y the government offi)ia%s and
*engthy pro)edure for %oan approva%.
S*(S: 6ith the in)rease of the vo%ume of produ)tion$ sa%es of the )ompany in)reases. sa%es data of %ast A years is given &e%o, ,hi)h sho,s the in)reasing trend of sa%es of the )ompany. Table <:Sales f ECIL BE(R
S(LES 3I% T()(4
#!!? #!!@ #!!A
1#$#$/$A?.B# 1#$#1$1B$@1A.!B 1#$B!$1B$BAA.#O
# #! !! !8 B #!1!
1 1# /$$1 ?@ 8$$! @# 1$$ ?/ ? 1..# 8! B 18$8A$8@$/1A.OO #
#!11
1B$B1$//$1/A.A/
Sour)e:nnua% report #!11 3he a&ove ta&%e sho,s that the sa%es of (%ite Paint has in)reased gradua%%y$ a%though it fe%% do,n a &it in &et,een the year 1BB@ and 1BB8 &ut its sa%es iin)reased n)reased great%y from #!!? to #!11 ,ith the in)rease of produ)tion %et rofit 3(fter Ta@4:
6ith the in)rease of the vo%ume of produ)tion and sa%es$ net profit after ta5; of the )ompany is a%so in)reasing. data sho,ing net profit after ta5; earned &y the )ompany is given &e%o, ,hi)h sh o,s the in)reasing trend of net profit after ta5; of the )ompany. Table <: %et 'rofit of ECIL BE(R
%ET R!IT 3I% T()(4
#!!?
/$B!$AA?.8#
#!!@
@$1!$?!.A
#!!A
A$1B$1?/./1
#!!8
?$B?$@#!.?@
#!!B
A$AO$?@.B
#!1!
B$#@$?8A.#8
#!11
1#$/$#/.B?
Source: !inancial information 'ro8ided b9 the Elite aint (uthorit9
=rom the a&ove ta&%e it is seen that net profit after ta5; has in)reased gradua%%y &ut it de)reased a &it in the year 1BB8. 0ut %ater from #!!?to #!11 the net profit in)reased great%y.
#/
5.3 SUPPLY CHAIN MANAGEMENT OF ELITE PAINT INDUSTRIES LI LIMI MITE TED: D:
Supp%y Chain Management Management SCM; is the management management of a net,ork net,ork of inter)onne)t inter)onne)ted ed businesses invo%ved
)ustomers )ustom ers in a raw materials$
in the provision of
supply chain.
product and
servi)e pa)kages reuired &y the end
Supp%y )hain management spans a%% movement and storage of
,ork-in-pro)ess inventory$ and finished goods from point of origin to point
of )onsumption. (%ite paints manage its supp%y )hain &y app%ying the fo%%o,ing too%s:
•
C%ose partnership ,ith supp%iers
•
C%ose partnership ,ith )ustomers
•
(-pro)urement
•
(DI(%e)troni) Data Inter-)hange;
•
Outsour)ing
•
Su&)ontra)ting
•
P%an strategi)a%%y
•
Supp%y Chain 0en)hmarking
3he fo%%o,ing types of systems are )urrent%y in use in (%ite paints to support Supp%y Chain Management:
Custom-madeOne to One;: (%ite paints have used the fo%%o,ing systems as one
to one: •
Materia% Reuirements P%anning MRP;
•
(nterprise Resour)e P%anning (RP;
•
Supp%y Chain Management SCM;
•
Customer Re%ationships Management CRM;
•
Supp%ier Re%ationships Management SRM; #?
Standard pa)kage: (%ite paints have used the fo%%o,ing systems as standard >
e5tensive%y: •
Manufa)turing Resour)es P%anning MRPII;
•
dvan)ed P%anning System PS;
•
6arehouse Management System 6MS;
•
(-)ommer)e
•
(-&usiness
•
De)ision support " e5pert system
•
Radio =reuen)y Identifi)ation R=ID;
•
(%e)troni) Data Inter)hange (DI;
•
0ar )oding
3he amount of &enefits (%ite paints get from using these systems:
verage: On an average (%ite paints get these &enefits:
•
0etter ua%ity of information
•
0etter uantity of information
•
=%e5i&i%ity
•
Redu)ed %ead-time in produ)tion
•
=ore)asting
•
Resour)e p%anning
•
0etter operationa% effi)ien)y
reat%y: (%ite paints &e &enefited great%y on these areas: •
Cost saving
•
More a))urate )osting
•
•
In)reased )oordination ,ith supp%iers In)reased )oordination ,ith )ustomers #@
•
Redu)ed inventory %eve%
<. roduction $anaement of the ELITE (I%T I%D"STRIES LI$ITED:
<..1 $(TERI(L L(%%I%+ Sources of Ra $aterial
De)is De) isio ion n re re%a %ati ting ng to so sour ur)e )e of ra, ra, mate materi ria% a% is a )ru)i )ru)ia% a% de)i de)isi sion on for for produ produ)t )tio ion n management. Sour)ing de)ision is a%so vita% important for any produ)tion fa)i%ity &e)ause produ)t ua%ity )ost of produ)t et). most%y depends on the pa, materia%s used in the produ)tion fa)i%ity. Sin)e most of the ra, materia%s of paint are )hemi)a% and sensitive and the mission of (%ite Chemi)a% Industries *imited is to supp%y produ)t of high ua%ity in e)onomi) pri)e. So (%ite Chemi)a% Industries *imited depends on outsour)e for a%most a%% ra, materia%s from home and a&road. Domestic Source: %% the ra, materia%s of paint produ)ts are not avai%a&%e in our
)ountry. So$ (%ite Chemi)a% Industries *imited pur)hases a fe, num&er of ra, materia%s from home market. 3hey &uy on%y %kyd Resing$ Minera% 3urpentine et). from domesti) market. !orein Source: (%ite Chemi)a% Industries *imited &uys a%most a%% of its reuired ra,
materi mat eria%s a%s fr from om foreig foreign n sour)e sour)e.. ermen ermen$$ Eapan$ Eapan$ India$ India$ Sin Singap gapore ore$$ China$ China$ 0e%giu 0e%gium$ m$ ustra%ia$ 3hai%and et). are the important sour)es of ra, materia%s from ,here (%ite Chemi)a% Industries *imited pur)hases a%% of its ra, materia%s. 3he fo%%o,ing important )ategories of ra, materia% are pur)hased )ategories pur)hased from the a&ove mentioned mentioned )ountries. 3itanium 3itanium Dio5ide$ (mu%sion PN$ )ri%i) (mu%sion$ atroso%$ 3y%ose$ 0otano%$ 3e5ano%$ eafing$ on eafing$ Ca%)ium$ Car&onate$ 0anium Su%phate$ )t)ide 05$ )ti)ide (P Paste et). Source:htt':FF.elite'aint.com.bd
Ra materials: The in'ut item
Different kind of ra, materia%s are used for different type of paints. 3here are more than hundr hun dred ed types types of pa pain intt are are produ produ)e )ed d in (% (%it itee Paint Paint Indu Indust stri ries es.. Most Most )ommo )ommon n ra, ra, materia%s are: i;
Pigment #A
ii;
0inder
iii;
So%vent
iv;
dditive
v;
6hite Cement
vi;
0%o,n Pit)h
Although Elite Paint collect information for purchasing raw material from primary information. They also discuss with responsible executives. But they give priority practical experience.
.2. DESI+%I%+ RD"CT
Design is a detai%ed p%an for a produ)t or servi)e. Produ)t design is the stru)turing of )omponent parts or a)tivities so that as a unit they )an provide a spe)ifi) va%ue. It is a pre-reuisite for produ)tion a%ong ,ith a fore)ast of Produ)tion No%ume. Produ)t design is one of the important aspe)ts of system management. 3he main o&2e)tive of produ)tion management is to satisfy the )ustomer. =or )ustomer satisfa)tion$ (%ite Paint designed on the desired of )ustomer. Marketing is the primary sour)e of the information. Customer a%,ays desired ua%ity goods or servi)e at %o,er pri)e. So (%ite Paint desired ua%ity produ)t at %o,est pri)e$ ,hi)h is desired of the )ustomer. !actors considered desinin 'roduct b9 Elite aint: (%ite Paint )onsidered )ertain fa)tors for produ)t designed. 3hose fa)tors are:314 Customer Customer Satisfactions: Satisfactions:
(%ite Paint a%,ays designed produ)t to satisfy the )ustomer. 324 Reduce Reduce in in the time time::
3ime is important things of &usiness. &usiness. So (%ite (%ite Paint designed designed su)h ,ay ,hi)h redu)e in the time. 34 Reduce in the the cost cost needed: needed:
(%ite Paint designed su)h ,ay ,hi)h redu)es in the )ost needed. 0e)ause if )ost high then se%%ing pri)e a%so high. If se%%ing pri)e high then firms )an not )ompete in the market. #8
34 Ca'abilit9 Ca'abilit9 of the oraniatio oraniations: ns:
(%ite Paint is designed produ)t a))ording to the )apa&i%ity of the organi9ation. Capa&i%ity may &e in terms of ra, materia%s$ ma)hine$ %a&or et).
roduct desinin 'rocess of Elite aint:
=or o%d produ)t %ine$ they produ)e paint a))ording to the pres)ri&ed design. =or designing a ne, paint$ (%ite Paint fo%%o,s / stages su)h as:314 Idea enerat eneration: ion:
Idea may &e generated from the i;
Customer
ii;
R>D de department
iii;
Competitors
324 Selecti Selectin n the 'roduct: 'roduct:
(%ite Paint se%e)ts the ne, produ)t on the &ases of i;
Capa&i%ity of the organi9ation
i iii;
Des Desir ira& a&i% i%iity of of the the orga organi ni9a 9ati tion on
34 relimi reliminar9 nar9 desin: desin:
In this stage if it is satisfy the o&2e)tive of produ)t design then it is transferred to fina% design other,ise it is redesigned. 34 !inal !inal desin: desin:
(%ite Paint norma%%y fo%%o,s the fo%%o,ing )on)epts of produ)t design:-
De Desi sign gn fo forr manu manufa fa)t )tur urin ing g
-
De Dessign ign for for op oppo port rtun uniity Design fo for as assem&%y &%y
-
Ro&ust design
$achiner9 "sed in Elite aint Industries Limited:
(%itee Paint Industries (%it Industries *imited *imited use to fo%%o, fo%%o, t,o &asi) steps in their produ)tion produ)tion pro)ess. On the &asis of produ)tion fun)tion severa% ma)hines are &eing used in Elite Industries Limited .
Chemical
3hese t,o &asi) produ)tion fun)tions and ma)hines need for ea)h
fun)tion is des)ri&ed &e%o, rinding Pro)ess: In this pro)ess ra, materia%s are pressed to get them in po,der form ,ith ma)hines. In the grinding pro)ess uses the fo%%o,ing ma)hines are &eing used: #B
•
Sing%e Ro%% Mi%%
•
3rip%e Ro%% Mi%%
•
tritor Mi%%
Mi5ing Pro)ess: Se)ond step )onsists of mi5ing se%e)ted ra, materia%s for a parti)u%ar )o%or to &e made. 3he fo%%o,ing mi5er ma)hines are &eing used
•
Naria&%e Speed Mi5er Ma)hine
•
Sing%e Speed Mi5er Ma)hine
$easurement of ca'acit9:
Capa)ity is measured in terms of i;
(ither produ)e output
ii;
Or use of input
6here on%y one produ)t or servi)e is invo%ved the )apa)ity of the produ)tive unit may &e e5pressed in terms of output and ,hen mu%tip%e produ)ts or servi)e are used input then )apa)ity is measured in terms of output. (%ite point< is measured )apa)ity in terms of out put &e)ause they produ)ed on%y kind of finishing goods. 3he produ)tion )apa)ity is given &e%o,:
Table <:The 'roduction ca'acit9 of EIL
um&er of
ppro5. Produ)tion
4ear
items
3ons;
# #! !1 1! 1
/ ?? !
1 11 #? #! ? !
#!1# ?! #!1 1!1 Sour)e:http:"",,,.e%itepaint.)om.&d
1#?! #!!!
Terms of ca'acit9 measured:
=or measuring )apa)ity$ ,e may &e used different terms of )apa)ity. su)h as: 1. Desined ca'acit9: Designed )apa)ity is the minimum possi&%e rate of produ)ing output or using input for an operating unit. T(%ite paint< designed )apa)ity is A!! toms per month. #. Effecti8e ca'acit9: (ffe)tive )apa)ity is the highest reasona&%e rate of produ)ing output or using input for an operating unit. 3he effe)tive )apa)ity of T(%ite paint< is ?!! tons per month. . (ctual ca'acit9: )tua% )apa)ity is the a)tua% rate of produ)ing output or using input for an operating unit. 3he a)tua% )apa)ity of this year-/?! tons.
1
.. $(%(+I%+ RD"CTI% RCESS:
Produ)tion )an &e e5p%ained as an a)t of either manufa)turing or mining or gro,ing of goods )ommodities; genera%%y in &u%k for trade.
T9'es of 'rocess:
3here are different types of pro)ess. 3hat area; Cont Contin inuo uous us pro) pro)es esss &; Repetitive pro)ess ); 0at 0at)h pro) pro)es esss d; Eo Eo& & &ase &asess pro) pro)es esss e; T(%ite paint< norma%%y produ)es standardi9e output &y reputing the pro)ess ,hi)h is )a%%ed repetitive pro)ess. =rom the vie,point of different )o%or$ ua%ity$ shape the produ)tion pro)ess different.
Sometimes$ T(%ite paint< a%so fo%%o, the 2o& &ases pro)ess ,hi)h pro2e)t name is spe)ia% point. In this pro2e)t they produ)e on the &ases of )ustomer<s order.
#
Cha'ter=: $ar?etin De'atment De'atment f The Elite Chemical Industries Limited
$ar?etin: 3he pro)ess &y ,hi)h )ompanies )reate va%ue for )ustomers and &ui%d strong
)ustomer
re%ationships
in
order
to
)apture
va%ue
from
)ustomes
in
returnFot%er$#!!;.enera%%y marketing dea%s ,ith identifying and meeting human and so)ia% needs. It is typi)a%%y seen as the task of )reating$ promoting and de%ivering goods and servi)es to )onsumers and &usinesses.
3he market marketing ing depart department ment of (%ite (%ite is organi organi9ed 9ed ,ith ,ith a market marketing ing manager manager$$ senior senior mark ma rket etin ing g offi offi)e )err and and a mark market etin ing g offi offi)e )er. r. 3he 3he depa depart rtme ment nt is a%ig a%igne ned d ,i ,ith th sa sa%e %ess department as responsi&%e for de%ivering and dispat)hing paints to the market.
Pr Prev evio ious us e5per e5perie ien)e n)e sh sho, o,ss th that at (% (%it itee has has &een &een offe offeri ring ng diff differ eren enti tiat ated ed prod produ) u)ts ts$$ differentiated orders re)eived and de%ivered and differentiated marketing )ampaign in sma%% s)a%e under some )onsiderations su)h as order si9e$ )ustomer<s reuisition$ )urrent produ)tion )apa)ity and profita&i%ity et).
3he )ompany<s marketing mi5 )onsists of four e%ements and this are1.
roduct
2.
rice
.
romotion
.
Distribution
roducts related information:
Considering ,ide variety of su&strate to &e painted and en)ountering the great divergen)e the )onditions of uses$ (%ite Paint is produ)ing a ,ide range of paints and )oatings )oa tings fora.
0ui%ding materia%s
&.
Different industria% need
).
3o pro prote te)t )t shi ship p and and offs offshor horee stru stru)t )tur uree from from e)o e)ono nomi mi)) to hig high h perf perfor orma man) n)ee type type to to meet the demand of the users ,ith every satisfa)tion. 3he fu%% range of (%ite produ)ts is marketing under the heading:
1. Paints for &ui%ding #. Industria% paints . Marine paints 1. Paints for &ui%ding: Decorati8e aint
Different stru)tures )onstituting the &ui%dings are a%,ays e5posed to atmospheri) )ontaminati )ontam inations$ ons$ ,hi)h need prote)tion. prote)tion. Paints using for prote)ting prote)ting &ui%ding materia% against )orrosion$ ,ear de)ay or other fa)tors that effe)t dura&i%ity and as ,e%% as for produ)ing de)orative effe)ts are %oose%y named as paints for &ui%ding. Industrial aints:
Prote)ting Prote )ting different different stru)ture from aggressive aggressive industria industria%% po%%u po%%ution tion paint needs some spe)ia% prote)tive po,er. Some industria% goods a%so need some spe)ia% type of paints. 3he paints using to meet those different industria% reuirements and the paints for spe)ia% uses are marketing as industria% paints. $arine aints:
3o prote)t ship and offshore stru)ture from &riny air and sea,ater )orrosion needs spe)ia% types of paints )a%%ed marine paints. It is divided intoa. Conventiona% &. high performan)e type 3he former are &ased on pheno%i) media$ pit)h and &itumens the %atter are the nonspe)ifia&%e resins su)h as epo5ies )oa%tar epo5ides$ viny%s and )h%orinated re&&ers.
/
=.1 RD"CT roducts 'roduced b9 Elite aint nything that )an &e offered to a market for attention$ a)uisition$ use or )onsumption that might satisfy a ,ant or need rmstrong #!!;.It is a huge produ)t %ine in the present painting market in 0ang%adesh )omparing ,ith )ompetitors items. Competing ,ith other painting )ompany (%ite Paint offer various sort of painting goods of distin)tive ua%ity in different pri)e among the &uyers. Some produ)ts %ists are given &e%o,.
Paint for &ui%ding
)ro,n 0erger<s produ)t
*u)ky-A (%ite syntheti) ename% paint
,ood stain
P%asti) ename% paint
Narnish high g%oss
Re&e%ite
Narnish eggshe%%
Rupa%i
Narnish timgergard
Ni)tory-u
Narnish ya)ht
0onnti%e te5ture
Narnish matt
0onnti%e top )oat 0onnti%e sea%er (%ite)im Industria% paint
Marine paint
Industria% ename% paint
Mare%ite ename% paint
=ane%ite
Mare%ite primer
7ame%ite
Mare%itered %ead primer
Drume%ite
Mare%ite top side paint
)heme%ite
Sour)e:http:"",,,.e%itepaint.)om.&d
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=.2 ricin:
Pri)e is the sum of a%% the va%ues that )onsumers )onsumers e5)hanges for the &enefits of having of having or using the produ)t or servi)e Fot%er #!!;. Pri)e is the marketing mi5 e%ement that produ)es revenue$ others produ)e )ost. s a marketing ,eapon$ pri)ing is the '0ig un+. fter produ)t$ pri)ing is another )ru)ia% e%ement on the marketing mi5. On the one hand$ pri)ing is the )omp%e5 me)hanism and it is the measuring rod of the su))ess of firm in more than one ,ay. %% profit and non-profit organi9ations set the pri)es on their produ)ts and servi)es as an essentia% pra)ti)e. 3his is a )ru)ia% thing for a%% )ompanies )ompan ies as it dire)t%y )ontri&utes to in dra,ing )ompany<s present and future in the market.
3(4
Considerable factors in determinin the 'rice:
*ike other )ompanies (%ite<s pri)ing de)ision is inf%uen)ed &y a num&er of interna% )ompany fa)tors and e5terna% environmenta% )onsiderations. In the fo%%o,ing ta&%e ,e sha%% aim to see the fa)tors inf%uen)ing pri)ing pra)ti)e of )ompany.
3#4
ricin a''roaches of Elite :
(%ite determines its produ)t pri)e &y fo%%o,ing the under mentioned t,o approa)hes : 1. CST L"S RICI%+:-
In 3his Method (%ite Determines their Produ)t Pri)es &y adding It<s e5pe)ted Profits 6ith 3he 3ota% Produ)tion Cost.
E@ternal !actors
Internal !actors
$ar?etin b&ecti8es $ar?etin $i@ Strateies Costs raniational Considerations
RICI%+ DECISI%
Sour)e:http:"",,,.e%itepaint.)om.&d @
%ature of the mar?et and demand. Com'etitors and offers ther en8ironmental !actors 3Econom9/ Resellers +o8ernment
2. ricin accordin to mar?et demand and com'etitors 'rice le8el : 3he pri)e of the
produ)ts is determined on the &asis of market demand and )ompetitors pri)e. 7igh market demand )a%%s for higher pri)e. *ike any other profit-oriented enterprise (%ite a%so )onsi )on side ders rs th thee fa)t fa)tor orss %i %ike ke )ompe )ompeti tito tors rs pri) pri)e$ e$ prod produ)t u)tio ion n )ost )ost$$ prom promot otio iona na%% )ost )ost$$ )ompetitors )ost$ demand$ and e)onomi) )onditions et). Companies do their pri)ing in a variety of ,ays. In (%ite$ the &oss often hand%es pri)ing. In some )ases$ top management sets genera% pri)ing o&2e)tives and po%i)ies and approves. In )ase of ma2or pri)e )hange sa%es manager$ produ)tion or fa)tory manager$ finan)e manager and a))ountants are )a%%ed together to set pri)e. Pri)e varies &e)ause of different type and si9e of paint. Due to in)rease in the pri)e of ra, materia%s se%%ing pri)e a%so f%u)tuate. 0ut f%u)tuation does not o))ur regu%ar%y.
Table =: rice list of different Elites roduct: Sl. %o.
!1
Descri'tion
ac? sie
rice
*u)ky A
/ *itre 3in
Ta?s4 @!.!!
Syntheti) (name% paint;
.@/ *itre 3in
?@?.!!
1 *itre 3in
1@!.!!
!#
(%ite
V *itre 3in / *itre 3in
81.!! ?A?.!!
!
Syntheti) (name% Matt; P%aste%ite
/ *itre 3in
@#!.!!
P%asti) (mu%sion Paint;
.@/ *itre 3in
???.!!
1 *itre 3in
1@!.!!
Re&e%ite
18.#! *itre Drum / *itre 3in
#@!!.!! #?.!!
Syntheti) Paste Distemper;
.@/ *itre 3in
#B!.!!
1 *itre 3in
8/.!!
18.#! *itre Drum
1/!!.!!
!/
A
3in
!?
Rupa%i
/ *itre 3in
?A?.!!
Dua% Pa)k %uminium Paint;
?!! *itre 3in
A?.!!
Ni)tory-U
.@/ *itre 3in / *itre 3in
?#.!! B!.!!
nti)orrosive Red O5ide;
.@/ *itre 3in
/!.!!
1 *itre 3in
1!!.!!
Red O5ide Primer
18.#! *itre Drum / *itre 3in
1A!!.!! ?!!.!!
enera% Purpose Primer;
.@/ *itre 3in
/??.!!
#! *itre Drum
#/8!.!!
%uninium 6ood Primer
/ *itre 3in
?A?.!!
Primer for 6ooden Stru)ture;
#! *itre Drum
#8?!.!!
P%aste%ite 6a%% Se%er Primer Sea%er =or 6a%%;
/ *itre 3in .@/ *itre 3in
@#?.!! ?@!.!!
)%ose Sea%er
#! *itre Drum / *itre 3in
1!!.!! @?!.!!
6ater 0ase )ry%i) Sea%er;
.@/ *itre 3in
?B!.!!
11
Syntheti) Under)oat
#! *itre Drum / *itre 3in
##?.!! ?A?.!!
1#
Under)oat for %kyd 0ase Paint; (%ite
#! *itre Drum !.B1 *itre 3in
#8?!.!! 1#8.!!
e, ui)k drying (name% Paint;
!./?? *itre 3in
@@.!!
1
nti)orrosive Poof Paint
!.#?! m% tin / *itre 3in
/.!! @#?.!!
1/
Paint for Meta%i) Roof; (%ite)em
#! *itre Drum /! Fgs Drum
1!!.!! #1!!.!!
Cement 0ase Paint;
#! Fgs Drum
1!@!.!!
1?
Super )%ose Si%ky =inish
? Fgs 3in / *itre 3in
#8!.!! A!!.!!
1@
1!!G )ry%i) (mu%sion; 0onnti%e Sea%er
#! *itre Drum / *itre 3in
/A?.!! @#?.!!
1A
Sea%er for 3e5ture; 0onnti%e 3e5ture
#! *itre Drum #! Fgs Drum
1!!.!! 8!!.!!
!@
!A
!8 !B
1!
8
18
(mu%sion 0ase 3e5ture Compound; )%ose Master Coat )r )ry% y%i) i)
6eat 6eather her
Proof Proof
/ *itre 3in
(5te (5teri rior or #! *itre Drum
AA?.!! 8?!.!!
Paint; 0onnti%e 3op Coat
/ *itre 3in
8#?.!!
)ry%i) %oss =inish;
#! *itre Drum
/1!!.!!
#1
Roofing Compound Paint for Con)rete Roof; Niny% C%ear
/ *itre 3in #! *itre Drum / *itre 3in
8!!.!! BA?.!! A!!.!!
##
Niny% 3ransparent Coating; =%oor Master Paint
#! *itre Drum / *itre 3in
/A?.!! 1#!!.!!
#
(po5y 0ase f%oor Paint; (po5y Damp Stop
3,o Component#:1; 1 *itre Dua% Pa)k;
1!.!!
#/
Damp Prote)tive Coating; Master Eointing Compound
?!! m% Dua% Pa)k; 1 *itre Dua% Pa)k;
1@!.!! /?!.!!
(po5y Compound for Eointing;
?!! m% Dua% Pa)k;
#!.!!
.@/ *itre 3in
?#?.!!
#@
6ater Sea%er 6ater 0ase Sea%er Under)oat; 6a%% Putty
? Fgs 3in
#A!.!!
#A
6ater 0ase Putty; 6ood stain
#? Fgs Drum / *itre 3in
1!!.!! 1#!!.!!
#8
=inish Doat; 6ood stain
1 *itre 3in / *itre 3in
!!.!! 8!!.!!
#B
0ase Coat; Narnish
1 *itre 3in / *itre 3in
#!!.!! 1!!!.!!
Matt;
1 *itre 3in
#?!.!!
Narnish (gg-She%%;
/ *itre 3in 1 *itre 3in
B!!.!! ##?.!!
1B
#!
#?
!
Sour): Pri)e %ist of (%ite Paint<s Produ)ts Produ)ts 0esides these produ)ts (%ite a%so produ)e /! type of industria% paint$ 1# typse of marine paint and 1! types of other spe)ia%i9ed produ)ts$ ,hi)h have its distin)tive pri)e and si9e. Table 7: rice Com'arison ith thers Com'an9 3Enamel aint4
Produ)t 3ype ame of the
/ *iter
# *0 B
1 *0
V *0
)ompany 0erger
?8!
1??
8?
!
sian Paint
/B?
1#?
@?
#
(%ite
?!!
1/!
A?
!
Source:.elite'aint.com.bd
=. lace G Distribution Channel Marketing Channe%: set of interdependent organi9ations invo%ved in the pro)ess of making a produ)t or servi)e avai%a&%e for use or )onsumption &y the )onsumers or &usiness users. Fot%er$ #!!;.
P%a)e in)%udes )ompany a)tivities that make the produ)t avai%a&%e to target )onsumer Fot%er$ #!!;. (%ite maintains three sa%es depots$ five 9ones and a agent at different territory in 0ang%adesh ,here they keep an inventory of (%ite produ)t. It a%so maintains a %arge %arge &ody of indepe independen ndent% t%y y o,ned o,ned dea%er dea%ershi ships ps that that se% se%%% the )ompan )ompany<s y<s differ different ent produ)ts. Distribution netor? Elite aint is mentioned belo:
3he )ompany has a ,ide distri&ut distri&ution ion net,ork throughout throughout the )ountry. )ountry. 3here are dea%ers ,ho pur)hase dire)t%y form the 9ona% offi)e and distri&ute among the retai%ers. Re)ent%y (%ite has &een esta&%ished 'Co%or 0an+ in order to promote sa%es. The diaram of distribution netor? is as follos:
FACTORY
HEAD OFFICE
ZOA! OFFICE"
/!
DI"TRICT "A!E" OFFICE"
!iure: Distribution %etor? f ECIL
enera%%y se%%ing and marketing re%ated a)tivities are )ondu)ted &y the head offi)e. 3he head offi)e supervises various marketing re%ated p%anning and prin)ip%es and a%% types of de)ision making. 3he agent or offi)e staff ,ho is invo%ved to the se%%ing of paints )o%%e)ts order and dispat)h the orders to the head offi)e. 3he head offi)e then inform to the fa)tory for the ne)essary produ)tion a))ording to the order spe)ifi)ation. fter that the paints are de%ivered to the p%a)e from ,here the order ,as a))epted. %% the staff mem&ers of (%ite ,ork together to ensure )ustomer servi)e and satisfa)tion.
3he distri&ution area of (%ite is divided into severa% 9ona% offi)es and these in)%ude1. Sy%het one #. oakha%i one . Rangamati one /. 0ogra Sa%es Depot ?. Dhaka Sa%es Depot @. Dhaka offi)e A. Chittagong Sa%es Depot 8. 0arisa% gent B. Fustia one 1!. Fhu%na one Source:.elite'aint.com.bd
(a)h 9ona% offi)e is headed &y a Sa%es gent and he is responsi&%e for )o%%e)ting orders from the )ustomers and monitoring the sa%es areas under the 9ona% offi)e. 3he 9ona% offi)es provide various types.
=. romotion Promotion means a)tivities that )ommuni)ate the merits of the produ)t and persuade ta targ rget et )ust )ustom omer erss to &uy &uy it it.. =or prom promot otin ing g th thee prod produ)t u)tss of (%it (%itee Pa Pain intt took took so some me promotiona% a)tivities. /1
=..1 romotional acti8itiesof ECIl b&ecti8es of 'romotional acti8ities:
0y the he%p of promotiona% a)tivities a manufa)turer tries to high%ight severa% information a&out its produ)ts to the targeted )ustomers. 7aving defined the targeted )ustomer<s response$ the manufa)turer turns to deve%op an effe)tive message. 3his message needs to get attention$ ho%d interest$ arouse desire and o&tain a)tion. 0y putting the message together$ the manufa)turer ,ants to so%ve three pro&%ems:
•
*hat to sa9 3messae content4 ,o to sa9 it loicall9 3messae structure4/ and ,o to sa9 it s9mbolicall9 3messae format4
(%ite undertakes promotiona% a)tivities to introdu)e their de)orative paints ,ith their target )ustomers. 6ith this purpose (%ite a%so tries to inform the market a&out its produ)t variations )ompared to the )ompetitors. Other o&2e)tives that the )ompany ,ants to satisfy though promotiona% initiatives are :
•
3o inform )ustomers a&out the produ)t usage$ )hara)teristi)s and uti%ity of de)orative paints.
•
3o per persu suad adee )ust )ustom omer erss for for &uyin &uying g (%i (%ite te<s <s prod produ)t u)tss iins nste tead ad of of the the
•
)ompetitors one Continuous%y reminding the )ustomers a&out (%ite<s Produ)ts
•
3o )reate and stimu%ate the demand of their paints in the market
•
3o sta&i%i9e their produ)t demand
•
3o fa)e )ompetition
$edia used b9 Elite for 'romotion:
(%ite uses severa% media for making advertisement effe)tive. It norma%%y uses a%% possi&%e media that )on easi%y inf%uen)e the )ustomers. Media that are )ommon%y used &y (%ite are 3e%evision •
/#
•
e,spaper
•
Maga9ine
•
Ca%endar
•
0i%%-0oard
•
eon sign et).
0y using a%% these media (%ite tries to esta&%ish its name at the )ustomers mind. Tools of 'romotion:
3heree are four 3her four main main too%s too%s that that (%ite (%ite gives gives import importan) an)ee in undert undertaki aking ng promot promotion iona% a% a)tivities. 6e sha%% no, dis)uss these too%s advertising$ sa%es promotion$ pu&%i) re%ation$ persona% se%%ing; it %itt%e detai%. detai%. (d8ertisin:
(%ite presents its produ)ts attra)tive%y &y the he%p of advertising in different media. 0y this )ustomers easi%y get idea a&out (%ite produ)ts. (very year the )ompany spends a %ot in advertising. Sales romotion:
6here advertising offers reasons to &uy a produ)t or servi)e$ sa%es promotion offer reasons to &uy no,. Sa%es promotion in)%udes a ,ide variety of promotion too%s designed to stimu%ate ear%ier or stronger market response. It in)%udes samp%e$ )oupons$ re&ates$ adver adv erti tisi sing ng spe) spe)ia ia%t %tie ies$ s$ pri) pri)ee
prem premiu iums ms$$
tr trad adin ing g
stam stamp$ p$ demo demons nstr trat atio ion$ n$ &uyin &uying g
a%%o,an a%%o,an)es )es$$ free free goods$ goods$ attra) attra)tiv tivee pa)kage pa)kage$$ mer)han mer)handis disee a%%o,an a%%o,an)e$ )e$ )o-oper )o-operati ative ve adverti adve rtisin sing$ g$ push push money$ money$ dea%er dea%erss sa%es sa%es )onten )ontents$ ts$ &onus &onus sa%es sa%es )ommis )ommissio sion$ n$ point point of pur)hase et). (%ite fo%%o,s some of these too%s for sa%es promotion. 6e sha%% no, e%a&orate a %itt%e on the important promotiona% a)tivities that (%ite undertakes. a.
(d8ertisement S' S'ecialties:
(%ite provides some usefu% printed materia%s to the )ustomers as gift vi9. shade )ard$ )a%endar et). b.
!ree oods:
(%ite provides e5tra amount of goods free in )ase of &ig amount &uying &y its )ustomers. =or e5amp%e$ it gives tins free in )ase of a 1!! ga%%ons pur)hase &y a )ustomer. c.
#u9in alloanceFdiscounts:
/
In )ase of %arge uantity &uying the )ustomers of (%ite are offered a %ump-sum dis)ount off the %ist pri)e of its produ)ts. d.
Dealers sales contests:
(very year (%ite fi5es annua% sa%es targets for its dea%ers$ against ,hi)h sa%es &onus and sa%es )ommissions are de)%ared. 0y this means (%ite puts a )ompetition in p%a)e among the dea%ers and promotes their sa%es. e. oint of 'urchase: (%ite arranges point of pur)hase in order to disp%ay the )ompany name. In this )ase$ it gives attra)tive sign&oards for the dea%ers$ ,hi)h are put on top of dea%ers shop<s name. f.
(ttracti8e ac?ain:
=or the sake of sa%es promotion$ proper pa)kaging of produ)ts p%ays a vita% ro%e in attra)ting )ustomers. (%ite a%,ays puts a )arefu% eye on pa)king its produ)ts definite%y &etter than the )ompetitors. .
#onus:
(%itee en)ourages (%it en)ourages its dea%ers &y giving giving them year%y &onus on sa%es 3hese &onuses are usua%%y gift items %ike 3.N. Refrigerator$ DND et). given to the dea%ers for a)hieving sa%es targets. h.
Sales commission
Sa%es )ommission is de)%ared &y (%ite for its dea%ers for a)hieving sa%es targets. .
ublic Relation
(%ite tries to keep &etter pu&%i) re%ation as a too% to sa%es promotion. It a%so tries to %ook after the dea%ers and )ustomer<s )onvenien)e$ opportunities$ pro&%ems and &enefits. (%ite a%so gives post sa%e servi)e in respe)tive )ases. 6ith a%% this it tries to maintain an effe)tive pu&%i) re%ation. <.
ersonal Sellin:
nother effe)tive sa%es promotion too% that 0P0* fo%%o,s is Persona% Se%%ing. =or e5amp%e$ p%a)es ,here ne, apartments are &ui%t )on)erned sa%es personne% )onta)t the potentia% )ustomers and make persona% se%%ing. Source: .elite'aint.com.bd
enera%%y a%% &usiness organi9ation undertakes different promotiona% a)tivities to their )onvenien)e. )ompetitive attitude has o&served among different )ompanies in //
terms of sa%es promotion. 3his is uite usua% an ea)h one of them ,ants to attra)t )ustomer of their o,n produ)ts. 3he survey out)ome in this regard gives a va%ua&%e feed&a)k of the market ,here the dea%ers has e5pressed their vie, on (%ite$ standard of promotiona% a)tivities.
Communication 'rocess of Elite aint 3her 3h eree is too too many many ,ays ,ays to )o )omm mmun uni) i)at atee ,ith ,ith targ target et au audi dien en)e )es$ s$ for for the the &e &ett tter er
)ommuni)ation ,ith target audien)es the fo%%o,ing to%%s are avai%a&%e. Table H: Communication $i@ (d8ertisin
Sales
ublic
ersonal
Direct
romotion
Relation
Sellin
$ar?etin
Indoor
Contests
Press kits
Sa%es presentation
*eaf%et
*otteries
Seminars
Sa%es meeting
0unting
Premiums
Sponsorship
In)entive programs
Sho, pa)t
ifts
(vents
Samp%es
Shop de)oration
Samp%ing
Paper
=air
=air and trade Sho,s
3rade Sho, ut door
Coupons
eon sign
(ntertainment
0i%% &oard Strip Channe% Strip 7a%ogen Strip 3raffi) )anopy Strip 0e%% sign Strip shop sign Strip Overhead Strip Road divided Strip Unipoo% Source:.elite'aint.com.bd
/?
Communi)a i)ati tion on mi5 )onsists )onsists of a%% the a%ternati a%ternative ve too%s of Communication Commun ication $i@: Commun )ommuni)ation. )ommuni)ation n mi5 Elite aint uses Tools used in Elite aint: mong the too%s of )ommuni)atio on%y the persona% se%%ing and some outdoor too%s of advertisement. 0ut for ensuring &etter resu%t )ommuni)ation mi5 is essentia%. Interated $ar?etin Interated $ar?etin Communication Communication 3I$C4: 3he )on)ept of IMC is that to use a%% the too%s of )ommuni)ation mi5 at a time.
ush AS 'ull strate9: 3his t,o )on)epts of )ommuni)ation are as fo%%o,s: Push Strategy: Strategy: 3hrough
this strategy the produ)t is pushed to the )onsumer &y
persona% se%%ing. Pull Strategy: Strategy:
3hrough 3hrough this str strate ategy gy the market marketer er pursue pursuess the )onsume )onsumerr &y
advertisement. 6..2 6..2 roductin -ualit9
Lua%ity is never an a))ident it is a%,ays the resu%t of inte%%igent and resear)h effort. Its true that in a )ompetitive market produ)tion of ua%ity produ)ts and se%%ing at a %o,er premium is very diffi)u%t$ &ut then again one has to remem&er that su&standard produ)t e5ists for a %imited period$ &ut the ua%ity produ)t stays in the market for years together. nd for this reason the advan)ed organi9ations attempt to ensure un&eaten ua%ity features in their produ)ts and servi)es.
(%ite has the ua%ity )ontro% department )%ose%y %inked ,ith R>D department and operation fun)tions. Its euipped &y i; Nis)ometer ii; Nis)osity Cap iii; Oven iv; Impa)t 3ester v; Mi)ro&a%an)e vi; Density Cap vii; %oss meter viii; Opa)ity 3ester i5; 6et a&rasion s)ru& 3ester 5; Drying time re)order 5i; 0end 3ester 5ii; 6o%ff-6i%&orn Pen)i% 3ester 5iii; Cross-7at)h )utter 5iv; 0ar app%i)ator$ ro%%er 5v; Mini tester 3hi)kness; 5vi; Ph meter.
3hee %a&$ 3h %a&$ as th thee st study udy narrat narrates es$$ is ,eapo ,eapone ned d &y A?G A?G mode modern rn and and #?G o%d euipments$ and there is no tinting or )o%or-mat)hing ma)hine. So )o%or mat)hing is done as mu)h possi&%e visua%%y. 3,o human ta%ents$ )hemists are ,orking for ensuri ens uring ng ua%it ua%ity y of the fi finis nished hed produ) produ)ts ts a%most a%most manua% manua%%y$ %y$ ,ith ,ith the he%p he%p of /@
euipments$ rather than using )omputer te)hno%ogy not fa)i%itated; ,hat )ou%d &e )omprehensive devi)e of )ontro%%ing ua%ity of the goods. 3he study de%ineates that no statisti)a% or ua%itative method is fo%%o,ed to fina% differen)es in the varia&i%ity &et,een defined standards and a)hieved ones. Source: 8isitin EICL factor9 and R G D De8elo'ment
=..2.1 IS Certification: Startin of a ne era.
One of the ma2or va%ues )ustomers e5pe)t from vendor is high produ)t and servi)e ua%ity. Most ,i%% no %onger a))ept or to%erate average ua%ity. If )ompany ,ants to stay in the ra)e$ %et a%one &e profita&%e$ it has no )hoi)e &ut to adopt tota% ua%ity management$ is an organi9ation ,ide approa)h to )ontinuous%y improving the ua%ity of the organi9ations pro)esses$ produ)ts and servi)es.
ISO$ Internationa% Standards Organi9ation$ the po%i)y of ua%ity$ ,hat is &eing pursued &y (%ite$ &y produ)ing and providing high ua%ity paints and varnishes. Sin)e prior o&2e)tive is to attain and enhan)e )ustomers satisfa)tion &y providing s)hedu%ed time de%ivery of the produ)ts and a%so to in)rease effi)ien)y of the ,orkfor)e/ Elite Elite Chemi Chemica call In Indus dustr tries ies Li Limi mited ted ha hass de de)i )ide ded d to ad adop optt the the fo%%o,ings: 3o )reate a,areness for the )ustomers reuirements from the organi9ation. 3o )o%%e)t )ustomers feed&a)k regu%ar%y to kno, a&out the )ompany and its produ)t. 3o produ)e the per)entage of re2e)tion",astage minimum &y #G$ &y adopting ISO-B! ISO -B!!1: !1: #!!8 #!!8 Lua%i Lua%ity ty Manage Managemen mentt System System ,ithin ,ithin the organi organi9at 9ation ion.. Elite Chemical Industries ltd/ in re)ognition of the organi9ation ua%ity system ,hi)h
)omp%ies ,ith ISO B!!1:#!!8.
3he s)ope of a)tivities )overed &y this )ertifi)ate are defined &e%o, manufa)ture and marketing of paint. %% emp%oyees of (%ite are advised &y MD to fo%%o, the do)ume do) umente nted d pro)ed pro)edure uress of their their respe) respe)tiv tivee depart department ments"s s"se)t e)tion ionss and to ,ork ,ork a))ording%y to attain these ua%ity o&2e)tives. 3he management is )ommitted to /A
provide adeuate resour)es$ )ompetent manpo,er$ reuired ma)hineries or euipments and fa)i%ities to imp%ement the ua%ity po%i)y and o&2e)tives of the )ompany.
Cha'ter 7 S*T (%(LBSIS ! Elite Chemical Industries ltd
S6O3 Stands =or Strength $6eakness$ Opportunity and 3hreat. 3his na%ysis 7e%ps 3o (va%uate Overa%% Situation Of 3he Company. 7.1 STRE%+T, ! ELITE C,E$IC(L I%D"STRIES LTD
1. (5pe (5peri rien en)e )ed d Man Manag agem emen entt #. =a)tor =a)tory y Is *o)a *o)ated ted In In Indust Industri ria% a% rea. rea. . (%ite (%ite Paint Indust Industries ries Is Is Nery ear ear =rom =rom Port nd Chittag Chittagong ong 3o,n. /. 3he Compa Company ny ot the the ISO B!!1B!!1-#!! #!!8 8 Certifi Certifi)ate )ate.. ?. 3he Company Company Is Cupped 6ith 6ith Modern Modern 3e)hno%og 3e)hno%ogy y 3o Produ)e Produ)e Lua%ity Lua%ity Produ)ts Produ)ts.. @. Strong Strong Distri Distri&ut &ution ion et,or et,ork. k. /8
7.2 *E()%ESS ! T,E ELITE C,E$IC(L I%D"STRIES LTD.
1. Date Dated d =a)i =a)i%i %iti ties es.. #. *i *imi mite ted d Pro Produ du)t )t *i *ines nes.. . (%ite (%ite Paint 7as 7as o (nhan)ed (nhan)ed 3o 6ork 6ith 6ith 3he 3he Other Customer Customer 6hi)h 6hi)h 6i%% 6i%% Create ood Reputation In 3he Market. /. Most Of 3he Ra, Materia% Materia%ss =rom &road$ &road$ 3his 3his Is Cause Cause Of 7igh Pri)e$ Pri)e$ 6hi)h 6hi)h re ffe)ted 3he Produ)tion Cost. 7. RT"%ITIES ! T,E ELITE C,E$IC(L I%D"STRIES LTD.
1. Chea Cheap p and &un &undan dantt *a&or *a&or =or =or)e )e.. #. *o, *o, Compe Competi titi tive ve Inte Intens nsit ity y 7. T,RE(TS ! T,E ELITE C,E$IC(L I%D"STRIES LTD.
1. e, e, Reg Regu% u%at atio ions ns.. #. Po%it Po%iti)a i)a%% 3urmo 3urmoi% i% in in Su Supp% pp%y y rea. rea. . (a (asy sy Mark Market et (ntr (ntry. y. /. Po Po%i %iti ti)a )a%% Insta Insta&i &i%i %ity ty.. ?. 3here Is 7ard%y 7ard%y ny *o)a% *o)a% Sour)e Of Ra, Ra, Materia Materia%s. %s.
Cha'ter: Eiht Limitations 3he study revea%s that the Marketing department doesnt ever )ondu)t any effort to ana%y9e marketing opportunities in order to find out ,inning market positions over the )ompetitors. athering information and measuring market demand$ s)anning the market envir env iron onme ment nt$$ ana% ana%y9 y9in ing g )ons )onsum umer er mark market etss and and &uyin &uying g &ehav &ehavio iors rs$$ dea% dea%in ing g ,i ,ith th )ompetition and identifying market segments and se%e)ting target market$ in %arge s)a%es$ e5)ept very fe, resear)h studies )ondu)ted &y interns. 3here 3here ,ere ,ere some some pro&%e pro&%ems ms ,hi%e ,hi%e I ,as )ondu)ti )ondu)ting ng the industr industria% ia% report. report. ,ho%ehearted effort ,as app%ied to )ondu)t the industria% report and to &ring a re%ia& re% ia&%e %e and fruit fruitfu% fu% resu%t resu%t.. In spite spite of having having the ,ho%eh ,ho%ehear earted ted effort effortss some some %imitations$ ,hi)h a)ted as a &arrier to )ondu)t the program. /B
3he %imitations ,ere: I have fa)ed one pro&%em most%y that is on Elite Chemical Industries Limited have no app%i)ation of Internship systems and they have no pro2e)t ,ork > industria indus tria%% tour for the students. students. =or that reason I have fa)ed a %ot of pro&%ems and these reasons &ound me to most%y depend on some manua%s and reports.
nother pro&%em is time )onstraint. 3he duration of my industria% tour program ,as t,o months. 3his time ,as not enough for me to understand the fu%% pr prod odu) u)tio tion n sys tem > mar ketin ke ting g sys tem of a%% a% % prod p rodu) u)ts ts of (%ite (%i te pain pa ints. ts.
Due to I have no persona% )omputer or %aptop$ I had to fa)e many diffi)u%ties in making this report. 3he study is not done very su))essfu%%y due to ine5perien)e. I had %itt%e e5perien)e a&out )omputer. Due to %a)k of )omputer kno,%edge$ I )ou%d not &e a&%e to make my report )orre)t%y.
Due to serious pro&%ems of internet )onne)tion and a%so do,n%oading pro&%em. *a)k of suffi)ient data.
Cha'ter:%ine Recommendations G Conclusions
rgani!ational "ulture# $eeds immediate change
&sen) &s en)ee of sound sound organi organi9at 9ation iona% a% )u%tur )u%turee in (%ite (%ite raises raises &ars &ars to,ard to,ard a)hievi a)hieving ng optimum gro,th and market share. Moreover$ the organi9ationa% and stakeho%ders goa%s remained remained a%ienated ea)h other$ for the %a)k of esta&%ish esta&%ished ed )ommon p%atform p%atform of &e%iefs$ efforts$ va%ues and a)tions. 3he re)ommendation is to )hange overa%% organi9ationa% )u%ture. Reshaping the )u%ture )ou%d &e an a)tivity that ,ou%d o))upy )onside )ons idera& ra&%e %e time. time. *eader *eaderss may use re,ard re,ard system system$$ re)ogn re)ogniti ition$ on$ sym&o% sym&o%s$ s$ and stru)tures among other means to shape the organi9ationa% )u%ture. ?!
"ustomer rientation# $o way to o%erlook
Custom Cus tomer< er<ss e5pe)t e5pe)tati ations ons and )ustom )ustomers ers orient orientati ation on )ou%d )ou%d never never &e neg%e) neg%e)ted ted.. Custom Cus tomers ers orient orientati ation on is ref%e) ref%e)ted ted throug through h ensure ensured d produ) produ)tt featur features es and ua%ity ua%ity servi) ser vi)es es as offere offered d in form form of )us )ustom tomers ers reuis reuisiti itions ons.. (%ite (%ite sho shou%d u%d )ontin )ontinuous uous%y %y monitor its )ustomers$ dea%ers$ and )ompetitors for improving va%ue offerings. &uality Policy# To 'e e(uipped 'y Total &uality Management )T&M*
Most re)ent%y$ (%ite has undertaken vigorous attempt to ensure ua%ity po%i)y and o&2e)tives &eing ISO-B!!1: #!!8 )ertified$ &ut shou%d &e a,are of on%y a)hieving paper &ased ua%ity po%i)y$ as ISO )ertifi)ation is )onsidered as organi9ationa% fashion$ rather than true ua%ity e5hi&itions. Promotionall Policy# To 'e pursuit urgently. Promotiona urgently.
(%ite has to manage )oping this generation$ for they are going to rep%a)e the aged generations as fina% &uyers$ and the on%y ,ay to %aun)h hefty promotiona% )ampaign. Technology# Re(uisites fast orientation
Study revea%s that !G of operationa% te)hno%ogy and #?G of ua%ity )ontro% too%s are yet remain remained ed o&so%e o&so%ete. te. Lua%it Lua%ity y )ontro )ontro%% depart departmen mentt is not fa)i%i fa)i%itat tated ed &y tinti tinting ng ma)hine Co%or Mat)hing Ma)hine;$ as ,e%% as$ &y )omputer te)hno%ogy. 3he e5perts of the )orresponding departments argued that produ)tion )apa)ity and a))ura)y in ua%ity maintenan)e ,ou%d &e enhan)ed respe)tive%y. Moreover$ the offi)ers are to reuisite faster orientation of )omputer te)hno%ogy for the purpose of enhan)ing )ustomer oriented va%ue de%ivery net,ork.
3o su))eed in todays )ompetitive market$ )ompany need ,inning )ustomers from )ompetitors. 3hen they are keeping > gro,ing them &y de%ivering greater va%ue high ua%ity$ %o, pri)e$ ear%y shipment ensure; they use internet$ > ear%y &uying &ran)h ,hi)h is situated indifferent 9one.
3hough the study possesses some %imitations$ di%igent hard ,ork and integrity makes the report informative$ intensive and ,orthy. 3he findings and other narrations a&out different ma2or events ,ou%d$ )ertain%y$ he%p the organi9ation )hoosing guide%ines and ?1
a%ternatives. 3he information &ank dra,n in the report must he%p the ana%ysts understanding (CI* of 0ang%adesh. 3his report ,i%% &e a signifi)ant too% for the marketers to per)eive the )orre%ations &et,een interna%$ )ontro%%ed fa)tors and e5terna%$ remote environmenta% fa)tors. =ina%%y$ the study spe)ifies the ,ay to )onfront the up)oming )ha%%enges &y the paint manufa)turers and marketers.
&ove a%%$ the findings$ re)ommendations$ arguments and information produ)ed in this report$ dou&t%ess%y$ ,ou%d &e profi)ient for the )ompany itse%f as a dis)overer of hidden treasure.
R(=(R(C(S
1. nnua% Produ)tion Statement of (%ite Chemi)a% Industries *imited (CI*; #!!8#!11; #. nnua% Report of (CI*$#!1!-#!1. . =u%% range produ)ts pu&%ished &y (CI*. /. http:"",,,.e%itepaint.)om.&d$a))essed De)em&er18$#!1!. ?. http:"",,,.0ergerpaint.)om.&d.a))essed De)em&er 18$#!1!. /. Fot%er Phi%ip$ Marketing Marketing Management e, Iersey: Prnti)e 7a%%$ 11th (ddition$#!!;. ?. Fot%er$rmstrong$1# edition$ Pearson Prenti)e 7a%%. ?#
@. Foont9 > 6eihri)h$ Management Singapore: M)ra,-7i%%. In)$ inth (dition;. A. *o)kyer Frith$ %an Muh%emann > Eohn Oak%and$ Produ)tion and Operations Managementvon:(ng%ish *anguage 0ook So)eity$ =ifth (ddition$1B88;. 8. Moinu% houe$persona% )ommuni)ation$ De)em&er1A$#!1#. B. Management$ 7ein9 6eihri)h$ Singapore: M)ra,-7i%%. In)$ 3enth (dition;. 1!.Marketing Management$Fot%er$pearson$1#th edition. 11. Memorandum #!!#$ ?! years of (%ite Paint; 1#. Pri)e %ist of (%ite Paint<s produ)ts. 1. 3e)hni)a% Manua% of (%ite Chemi)a% Industries *imited. *imited. 1/. Narious Company Resour)es"
(E%DI -"ESTI%%(IRE 3ELITE C,E$IC(L I%D"STRIES LTD4 Com'an9 8er8ie:
1. ame of the the )ompany: )ompany: (%ite (%ite Chemi)a% Chemi)a% Industr Industries ies *tdWWW *tdWWW
#. 4ear 4ear of the esta&% esta&%ish ishmen mentt : 1B?/WW 1B?/WWWWW WWWWWW WWWW. W.
. uthor uthori9e i9ed d )apita )apita%:W %:W?!!! ?!!!!!!W !!!WWWW WWWWWW WWWWW WW
/. Paid Paid up )apita% )apita% :WWW/8 :WWW/8B??! B??!!WW !WWWWW WWWWWW WWWWWW WWW
?
?. 7ead offi)e offi)e of the )ompany:W )ompany:WW(%it W(%itee Chemi)a% Chemi)a% Ind. Ind. *td.(%ite *td.(%ite 7ouse 7ouse CD. CD. venue$ CtgWWWWWW..
@. Countr Country y of origin:W origin:W0an 0ang%a g%ades deshWW hWWWWW WWWWWW WWWWW WW
A. *o)ation *o)ation of the the )ompany:WB# )ompany:WB#$0ai9i $0ai9id d 0ostamiW 0ostamiW I". I". . CtgWWWW CtgWWWWWWW WWW 8. ature ature of the )ompany: )ompany:WPaint WPaint > Narnish Narnish Manufa)ture Manufa)turerWWW rWWW
B. um&ers um&ers of of eemp%oy mp%oyees ees :WOffi)er :WOffi)ers: s: A8 Staff Staff:: 8/WWWW 8/WWWWWWWW WWWW.. ..
a; Ski%%ed W..
&; Semi Ski%%ed WWW/@W.
); Unski%%ed ---8!-----); others if anyW18WWW..
1!. Mode of )o%%a&orati )o%%a&oration on :
a; 6ho%%y o,ner
&; Eoint venture
); %i)ensing
RD"CTI% DE(RT$E%T
I. 6hat kind kind of organi9ati organi9ationa% ona% stru)tur stru)turee is used for for produ)tion produ)tion departm department ent in your organi9ationX
a; 7ori9onta%
&; Nerti)a%
); Matri5 II. 3ypes 3ypes of paints paints your your organi organi9at 9ation ion produ produ)edX )edX
a; Oi%-&ased &; 6ater-&ased
); 3hinner paint III. 6ho are invo%ve invo%ved d in setting setting produ)ti produ)tion on target target of the the organi9ati organi9ationX onX
a; Supervisor ?/
&; Managing Dire)tor
); Produ)tion Manager IN. 6hat system system is is ffo%%o, o%%o,ed ed &y your organi9atio organi9ationX nX
a; Continuous
&; Intermittent
N. 7ave you you fa)ed fa)ed any any pro&%e pro&%ems ms of p%an p%antt %o) %o)ati ationX onX a; 4es &; o NI. 6hat 6hat is the the peak peak period period for for your your produ) produ)tsX tsX a; Dry season
&; Rainy season
); Other In8entor9 lannin
1. 6hat 6hat types types of invent inventori ories es kept &y &y e%ite e%ite paintX paintX a; Inventory in transit &; Cy)%e Inventory
); 0uffer Inventory d; Others
#. Pu Purp rpos osee of Inven Invento tory ry
a; 3o prote)t against un)ertainty
&; 3o take advantage of pri)e dis)ounts
); 3o keep fa)e ,ith )hanging market )onditions
d; Others
. Do you fa)e fa)e any pro& pro&%em %em ,hen ,hen arrangi arranging ng invent inventory oryXX
a; 4es
&; o $aterial lannin
/. 6hat are the the &asi) &asi) ra, ra, materia% materia%ss used in produ)ti produ)tionX onX a; Pigment
&; 0inder ??
); So%vent
d; dditives
e; Others ?. 6hat 6hat are the the sour) sour)es es of ra, materi materia%s a%sXX a; ative &; =oreign @. 7o, do you )o%%e)t )o%%e)t inform information ation for pur)hasi pur)hasing ng ra, materia%s materia%sXX
a; Primary information
&; Pra)ti)a% e5perien)e
); Conversion ,ith responsi&%e e5e)utives A. 7o, are the ra, materia%s materia%s transp transported orted to to the manufa)t manufa)turing uring fa)i%i fa)i%ityX tyX
a; 0y road
&; 0y sea 8. Does your your )ompany )ompany fa)e fa)e any any pro&%em pro&%em )aused )aused for for ra, materia%X materia%X
a; 4es &; o roduction lannin
B. Do you have have any any produ) produ)tio tion n p%anX p%anX a; 4es &; o 1!. If yes$ ,hat ,hat types types is itX itX
a; Short term &; *ong term
11. Does your )ompany )ompany have any produ)tion produ)tion targetX targetX
a; 4es &; o
1#. If yes$ yes$ ,hat is is thisX thisX ...................................................................................................................................... 1. Can it a)hieve a)hieve its produ)tion produ)tion targetX
a; 4es &; o
1/. 6hat =a)tors are are )onsidered for setting produ)tion targetX targetX ?@
.........................................................................................................................................
1?. 6hat kind of produ)t %ine is fo%%o,ed fo%%o,ed &y your organi9ationX organi9ationX
a; 7ori9onta%
&;Nerti)a%
1@. 6hat is the produ)tion p%an of #!1# and ho, mu)h you a)hievedX ........................................................................................................................................ roduct Desin
1A. 7o, )an you pa)kage pa)kage your produ)tX produ)tX
a; Container
&; Dram
); Others 18. In ho, many ,ays you you pa)kage your produ)tX produ)tX
a; #
&; /
); @
d; 1! 1B. Do you think your pa)kaging pa)kaging syst system em is good enoughX
a; 4es
&; o
#!. Is this system proper%y prote)ting the paintX
a; 4es
&; o Technolo9 Choice
#1. 6hat type type of te)hno%ogy te)hno%ogy do you useX ..........................................................................................................
##. 6ho are the supp%iers supp%iers of ma)hineryX ma)hineryX
a; Domesti) Supp%ier
&; =oreign Supp%ier -ualit9 assurance
?A
#. 7o, do you maintain maintain your ua%ityX ua%ityX
a; Updated te)hno%ogy
&; Supervision
); Others
#/. Do you have any program program for improving improving produ)t ua%ityX a; 4es
&; o
#?. 7ave any resear)h and deve%op department for improving ua%ityX
a; 4es
&; o #@. 7ave you got any internationa% )ertif )ertifi)ate i)ate for &etter ua%ity of produ)tX a; 4es
&; o
#A. If yes$ yes$ ,hat is is itX ....................................................................................................................................... #8. 7ave you any any produ)t %ead %ead timeX timeX
a; 4es
&; o
#B. Do you maintain maintain any Lua%ity Contro% Contro% Cir)%eX Cir)%eX
a; 4es &; o
!. Do your produ)ts produ)ts have ISO ISO standardX standardX
a; 4es &; o
Ca'acit9 lannin
1. Produ)tion Produ)tion )apa)ity )apa)ity year%y;X year%y;X ?8
.........................................................................................................................................
#. 6hat is the average average produ)tion produ)tion in ea)h yearX ........................................................................................................................................
Sales Aolume
. 6hat is the the sa%e vo%ume vo%ume of the produ)tsX produ)tsX ................................................................................................................................... /. Is your )ompany profita&%e in e5isting e5isting sa%es vo%umeX vo%umeX
a; 4es &; o
?. 6hat is the revenue revenue per yearX yearX .................................................................................................................................. E@'ort
@. re you e5porting your produ)ts in foreign marketX
a; 4es &; o
$ar?etin De'artment roduct:
1.6hat is your &rand name of your produ)tX ns: (%ite paint #. 6hat features attri&utes; do you emphasi9e in )reating appea%s for your produ)tsX ns: -ualit9 . Do you freuent%y )hange your produ)t<s shape and designX a; 4es &; o /. P%ease give us idea a&out your market position in )omparison ,ith other enterprise. a; *eader &; Cha%%enger ?B
); =o%%o,er d; i)he ?. 6hat type of pa)kaging materia%s do you useX ns: @.6hat marketing phi%osophy does the )ompany fo%%o,X a;
Produ)t Produ)tion ion )on)ept )on)ept (mphas (mphasis is on e5po e5porte rted d vo%um vo%ume$ e$ unit unit produ) produ)ed; ed;
&; Produ)t )on)ept (mphasis on produ)t ua%ity; &;
Se%%ing )on)ept (mphasis on promotiona% a)tivities;
);
Mark Market etin ing g )on)ep )on)eptt (mph (mphas asis is on )ust )ustom omer er sati satisf sfa) a)ti tion; on;
d;
So)ieta So)ieta%% Marketi Marketing ng )on)ept )on)ept (mp (mphas hasis is on )ust )ustome omerr satisf satisfa)t a)tion ion as ,e%% ,e%% as as the ,e%% ,e%% &eing of the so)iety;
A. 6hat type of produ)t %ine do you haveX a; Sing%e Produ)t *ine
&; Mu%tip%e Produ)t *ine 8. Is there any ne, produ)t under deve%opmentX ns: 4es B. 7o, do you inform )onsumers a&out your produ)tX a.
3hrough ,e& sites
&.
3hrough phones
).
3hrough agents
d.
Other
1!. Do you freuent%y )hange your produ)t<s shape and designX a;4es & o 11. Do your )ompany provide any after sa%es servi)esX a; 4es &; o 1#. 6ho are your )ompetitorsX a; *o)a% &; Internationa% 1. Do you produ)e any produ)t for e5portX a; 4es @!
&; ; o 1/. 6hat 6hat are the te)hniues te)hniues and te)hno% te)hno%ogi ogies es are you used used in manufa manufa)tu )turin ring g your produ)tX ns: Updated te)hno%ogy RICE
1?.6hat type of pri)ing strategy do you fo%%o,X a;
3a 3arg rget et prof profit it pr pri) i)in ing g
&; Sea%ed &id pri)ing ); Mar Mark up pri pri)ing )ing ; Cost &ased pri)ing d; Na%u Na%uee &as &ased ed pri) pri)in ing g e; If other$ other$ p%ease p%ease spe)ify: spe)ify: WWWWWWWW WWWWWWWWWWWW WWWWWWW. WWW... [email protected] is your )ompany<s strategy for ne, produ)t pri)ingX a. Market Market-Ski -Skimmi mming ng pri)ing pri)ing setti setting ng a high high pri)e for a ne, produ)t produ)t to skim ma5imum ma5imum revenues; &. Market-Penetration pri)ing Setting a %o, pri)e for a ne, produ)t in order to attra)t a %arge num&er of &uyers and a %arge market share ; ). Ot Other her )om )ompet petit itiv ivee pri)in pri)ing; g; 1A.Is there any pri)e dis)ount and a%%o,an)e systemX ns: oWWWWWWWWWWWWWWWWWWWW oWWWWWWWWWWWWWWWWWWWW 18.Do your )ompany provide any )redit fa)i%ities to your )ustomersX oWWWWWWWWWWWWWWWWWWWWWW oWWWWWWWWWWW WWWWWWWWWWWWWW.. WWW.. 1B. 7o, do your )ompany provide any pri)e )hangesX a. In Init itia iati ting ng pri pri)e )e )ut )utss &. Initiating pri)e in)reases ). 0uyer 0uyer rea)ti rea)tions ons to pri)e pri)e )hanged )hanged d. ; Competitor rea)tions to pri)e )hanges #!.Is there any pri)e dis)rimination of your produ)tX a; 4es &; o R$TI% G L(CE #1.6hat distri&ution )hanne% do you useX
@1
a; One %eve %eve%%- Pro Produ)e du)err to )ustom )ustomer; er; &; 3,o %eve%- Produ)er Retai%er Customer; ); 3hree %eve% Produ)er - 6ho%e Se%%er Retai%er Customer; d; =our %eve% %eve% Produ)er Produ)er - 6ho%e Se%%er Se%%er gent gent - Retai%er Retai%er Custom Customer; er;
##. Do you fo%%o, persona% se%%ing promotion too%X
a; 4es
& o
#. Do you fo%%o, dire)t marketing promotion too% for promoting your produ)tX
a; 4es
&; o
#/.Is there any ,are house outside the fa)toryX a; 4es &; ; o If yes p%ease mention ,hereX
ns:
#?. 7o, a&out your inventory management systemX ns:ood #@. P%ease %et us kno, the tota% &udget for promotiona% a)tivities a; In amount 3aka;WWWWW &; Per)entage of tota% 0udget WWWW.. #A. 6hat kinds of market do you haveX a; ; Domesti) market &; Internationa% market ); 0oth #8. Does your )ompany )ondu)t in-house R > DX
a; ; 4es
&; o
If yes$ ho, does your )ompany fund in-house R > DX ns: Company<s o,n fund #B. 7o, do you inform )onsumers a&out your produ)tX ns: &y advertisement @#
!. Do you produ)e any produ)t for e5port in foreign marketX ns: o 1.6hi)h media do you y ou prefer for advertisementX a;*o)a% press and nationa% &; ; 3e%evision ); =m radio d; Periodi)a%s e; o need to advertisement f; %% #. On ,hat &asis do you se%e)t the mediaX a; Media impa)t &; Cost of advertisement ); OthersWWWWW . Does the )ompany have ,e%% ,e%% arranged pu&%i)-re%ations pu&%i)-re%ations programsX ns: 4es /. Do you )ondu)t market resear)h effe)tive%yX a; 4es &; o ?. 6hat pro&%ems do you fa)e in promoting your produ)tsX a; 4es &; o @. 7o, is your )ompany<s transportation systemX 6e%% arrangedWWWWWWWWWWWWWWWWWWWWW arrangedWWWWWWWWWWWWWWWWWWWWWW W A. 7o, do you determine your market demand and supp%yX Market resear)hWWWWWWWWWWWWWWWWWWWW resear)hWWWWWWWWW WWWWWWWWWWWWWWWWWWWWW WWWWWWWWWW.. 8. Can you meet your market demandX a; 4es &; ; o e5)ept some parti)u%ar produ)t;. B. Cou%d you a)hieve your target marketX a; ; 4es &; o /!. Is there any o&sta)%e ,hen you )reate your marketX a; 4es @
&; o ,uman Resource De'artment
1. um&er of (mp%oyees in the organi9ation:
Ma%e WWWWWWWWWW. WWWWWWWWWW.
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#. um&ers of 6orkers: 3e)hni)a% WWWWWWWW. on 3e)hni)a%
WWWWWW. Recruitment G lacement
. Is there there any 2o& 2o& ana%ysis ana%ysis in in your organi9a organi9ation tion &efore &efore re)ruit re)ruitmentX mentX 4es o o o /. =or the the 2o& ana%ysis ana%ysis the method method that that is fo%%o, fo%%o,ed ed &y your organi9ation organi9ation:: Intervie, o O&servationa% o Luestionnaire o =un)tiona% o o Others P%ease Spe)ify;WWWWWWWWWWWWWWWWW.. Spe)ify;WWWWWWWWWWWWWWWWW.. ?. Does your your organi9ation organi9ation se%e)t se%e)t the the emp%oyees emp%oyees a))ording a))ording to 2o& spe)if spe)ifi)ati i)ationX onX 4es o o o @. In the re)ruit re)ruitment ment pro)ess pro)ess ,hat ,hat kind of sour)e sour)e is used used &y your organi organi9ation 9ationXX o o
Interna% sour)e (5terna% sour)e
A. Intern Interna% a% sour sour)es )es of )an )andid didate ates: s: Promotion o Rehiring o Eo& posting o Others P%ease Spe)ify;WWWWWWWWWWWWWWWWW. Spe)ify;WWWWWWWWWWWWWWWWW. o 8. (mp%oyee (mp%oyee Re)ruit Re)ruitment ment sour)es sour)es of of your your organi organi9ation 9ation:: o dvertisement Campus re)ruiting o o o o
(mp%oyment agen)ies (mp%oyee referra%s Others P%ease Spe)ify;WWWWWWWWWWWWWWWWW. Spe)ify;WWWWWWWWWWWWWWWWW. @/
B. dvertiseme dvertisement nt media media usua%%y usua%%y used &y your organi organi9ation 9ation for for re)ruitm re)ruitment ent announ)ementX o e,spaper Maga9ine o 3e%evision o Internet o o
Others P%ease Spe)ify;WWWWWWWWWWWWWWWWW. Spe)ify;WWWWWWWWWWWWWWWWW.
1!. On ,hi)h )riteria )riteria do you prepare a short %ist %ist of )andidateX Candidates mat)h ,ith the 2o& spe)ifi)ation o 3hose ,ho have more ,ork e5perien)e o More ua%ified )andidates )) to edu)ationa% )ertifi)ate; o Candidates those have good referen)e o Others P%ease Spe)ify;WWWWWWWWWWWWWWWWW. Spe)ify;WWWWWWWWWWWWWWWWW. o
Trainin G De8elo'ment
11. programX =or deve%oping the ,ork ,ork effi)ien)y of the emp%oyees do you provide any training training a. 4es &. o 1#. If you arrange any training training program for the emp%oyees$ ,hi)h ttype ype of training programs are thoseX On-the-2o& 3raining o pprenti)eship 3raining o Informa% %earning o Eo& Instru)tion 3raining o Programmed *earning o udiovisua% &ased training o Computer &ased training o Distan)e > Internet-0ased 3raining o 1. 6hat pro)ess are fo%%o, fo%%o, for appraising the performan)e performan)e of the emp%oyeesX =orma% appraisa% o Informa% appraisa% o 1/. 3ypes of deve%opment training provided &y your organi9ation: Overseas training o *o)a% training o 7ands-on training o Others P%ease Spe)ify;WWWWWWWWWWWWWWWWW. Spe)ify;WWWWWWWWWWWWWWWWW. o 1?. 6hat are the purposes of that deve%opment training programX @?
o o o o o o
In)rease performan)e Promotion Motivation Change in &ehavior Improve ski%% Others P%ease Spe)ify;WWWWWWWWWWWWWWWWW. Spe)ify;WWWWWWWWWWWWWWWWW.
1@. Does your organi9ation send emp%oyees a&road ffor or trainingX a. 4es &. o
1A. 6hat are the diffi)u%ties diffi)u%ties that you fa)e in providing providing training to the emp%oyeesX Un,i%%ingness of emp%oyees o *a)k of kno,%edge of emp%oyees o 3aking mu)h time to %earn o *a)k of effe)tive trainer o o *a)k of training providing organi9ation o Others P%ease Spe)ify;WWWWWWWWWWWWWWWWW. Spe)ify;WWWWWWWWWWWWWWWWW. Com'ensation
18. 4our organi9ation set the &asi) pay of emp%oyees a))ording to: to: Seniority o o (5perien)e o Position o Performan)e eographi)a% distan)e o )ademi) ua%ifi)ation o Persona% re%ation o Others P%ease Spe)ify;WWWWWWWWWWWWWWWWW. Spe)ify;WWWWWWWWWWWWWWWWW. o 1B. 6hat types of a%%o,an)es does your organi9ation provides to emp%oyeesX Dearness a%%o,an)e o 7ouse rent a%%o,an)e o o Conveyan)e a%%o,an)e o 7it a%%o,an)e o Dust a%%o,an)e o ight shift a%%o,an)e Spe)ia% pay a%%o,an)e o Others P%ease Spe)ify;WWWWWWWWWWWWWWWWW. Spe)ify;WWWWWWWWWWWWWWWWW. o #!. 6hat are the )riteria of sa%ary sa%ary in)rease of emp%oyeesX Performan)e &ased o (5perien)e &ased o Lua%ifi)ation o @@
o o
Spe)ia% )ontri&ution Others P%ease Spe)ify;WWWWWWWWWWWWWWWWW. Spe)ify;WWWWWWWWWWWWWWWWW.
#1. 7o, often your organi9ation revised the sa%aryX o Month%y o 4ear%y o 6hen needed ##. Does your organi9ation pay the emp%oyees at the time of va)ation or si)k %eaveX 4es o o o #. Does your organi9ation organi9ation give &onus to the emp%oyeesX emp%oyeesX o 4es o o #/. 7o, is is it givenX Regu%ar%y on the a)hievement of the targeted goa% o Month%y o o o o
7a%f year%y 4ear%y Others P%ease Spe)ify;WWWWWWWWWWWWWWWWW. Spe)ify;WWWWWWWWWWWWWWWWW.
#?. 6hat are the finan)ia% &enefits provided &y your organi9ationX Sa%ary o 0onus o %%o,an)e o In)entives o Insuran)e o Others P%ease Spe)ify;WWWWWWWWWWWWWWWWW. Spe)ify;WWWWWWWWWWWWWWWWW. o #@. 6hat are thetransportation non finan)ia% &enefits provided &y your or organi9ationX gani9ationX o =ree o o o o o
=ree residen)e =ree medi)a% fa)i%ities =ree )hi%d edu)ation (ntertainment Others P%ease Spe)ify;WWWWWWWWWWWWWWWWW. Spe)ify;WWWWWWWWWWWWWWWWW.
#A. Do you )onsider the )ompetitors pay pa)kage ,hi%e determining the pa)kage for your emp%oyeesX 4es o o o !I%(%CE (%D (CC"%TI%+ DE(RT$E%T
@A
!inance
1; Sour)es of )apita%: .............................................................................................................................................
#; 6hat ,as your initia% )apita%X .............................................................................................................................................
; 6hat is your present )apita%X .............................................................................................................................................
/; re there )ases in ,hi)h )orporate insiders have information not kno,n to outsidersX a; 4es &; o
?; Did your )ompany go to share marketX a; 4es &; o
@; Do you de)%are dividend regu%ar%yX a; 4es &; o
A; If yes$ ,hat is the average de)%ared divided %ast ? yearsX ............................................................................................................................................ 8; 6hat ,as the Rate of Return of %ast yearX a; 0e%o, 1!G &;1!-#!G ); #1G-a&ove
B; 6hat po%i)y is fo%%o,ed &y the )ompany for Current sset Investment Po%i)yCIP;X a; Re%a5ed CIP @8
&; Restri)ted CIP ); Moderate CIP
1!; 6hat e5tent do you take riskX a; Minimum &; Moderate ); (5treme
11; 6hi)h type of is )apita% %arge%y used &y firms to raise moneyX a; De&t &; Preferred sto)k ); Common euity
1#; 6hi)h sour)es do you think )onvenient for your )ompanyX a; Short term &; *ong term
1; 7o, many peop%e are engaged in finan)ia% managementX a;
Ma%e: Ma%e: ... ....... ....... ...... ....... ....... ....... ....... ...... ....... ....... ...... ....... ....... ...... ....... ....... ....... ....... ...... ....... ....... ...... ....... ....... ...... ....... ....... ....... ....... ...... ....... ....... ...... ....... ....... ...
&;
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1/; Present state of )apita% stru)ture of your )ompany. a; uthori9ed )apita% &; Issued Capita% ); Paid up Capita%
1?; Does ovt. provide any fa)i%ity for )o%%e)ting )apita%X a; 4es @B
&; o If yes$ ,hat are thoseX .............................................................................................................................................
1@; Do )ompany<s sa%es > earnings f%u)tuate ,ide%y from year to yearX a; 4es &; o
1A; 6hat is the average %ength of time reuired to )o%%e)t )redit sa%esX a; 0e%o,1!days &; 1!-#!days ); #1-a&ove
18; nnua% reports avai%a&%e on the 6or%d 6ide 6e&X a; 4es &; o (ccountin
1B; Does your organi9ation have ,ritten a))ounting po%i)ies po%i)ies and pro)eduresX a; 4es: ....................................................................................................................................
&; o: ............................................................................................................ .................................................... ............................................................................... ....................... #!; 6hi)h of the fo%%o,ing &est des)ri&es the a))ounting systemX a; Manua% &; utomated ); Com&ined
#1; re the fo%%o,ing &ooks of a))ounts maintainedX
enera% %edger Pro2e)t )ost %edger
4es A!
o
Cash re)eipts 2ourna% Cash dis&ursements 2ourna% Payro%% 2ourna% ))ounts re)eiva&%e %edger ))ounts paya&%e %edger Sa%es 2ourna% Pur)hase 2ourna%
##; re re)ord keeping duties for the re)eipt and the payment of )ash separatedX a; 4es &; o
#; re re a%% a%% a))ou a))ount ntin ing g entr entrie iess su suppo pport rted ed &y do)um do)ument entat atio ion n that that gave gave rise rise to the the transa)tionX a; 4es &; o
#/; re &udgetary )ontro%s in effe)t to pre)%ude in)urring o&%igation in e5)ess of tota% funds avai%a&%e for an a,ardX a; 4es &; o
#@; Can you a))ounting re)ords summari9e e5penditures from different &udget )ategories su)h as sa%aries$ rent$ supp%ies and euipmentX a; 4es &; o
A1
