ACI Management Reporting System of ACI- Laser Division: An Analysis of its Efficiency 06. Feb, 2013 view with images and charts “ACI Management Reporting System of ACI-Laser Division: An Analysis of its Efficiency” Background Advanced Chemical Industries (ACI) Limited is one of the leading conglomerates in Bangladesh, with a multinational heritage. It was established as a subsidiary of Imperial chemical Industries (ICI) plc, U.K in 1968, at that time it was one of the oldest industrial units in our country. After the liberation war, the enterprise was declared ‘abandoned’. On 24 June 1973, the factory re started its operations under the name ICI Bangladesh Manufactures Limited. On the 5 th of May 1992, ICI plc divested 70% of its share to local management and hence the company, ACI Limited came into existence. Today ACI Limited is a leading corporate body in Bangladesh. It is a public limited company with a total number of 15,550 shareholders. Among these, there are six foreign as well as fourteen local institutional shareholders. This Company also obtained listing with Dhaka Stock Exchange on 28 December, 1976 and its first trading of shares took place on 9 March, 1994. Later on 5 May, 1992, ICI plc divested 70% of its shareholding to local management. Subsequently the company was registered in the name of Advanced Chemical Industries Limited. Listing with Chittagong Stock Exchange was made on 22 October 1995.
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ACI Management Reporting System of ACI-Laser Division: An Analysis of its Efficiency06. Feb, 2013
view with images and charts
“ACI Management Reporting System of ACI-Laser Division:
An Analysis of its Efficiency”
Background
Advanced Chemical Industries (ACI) Limited is one of the leading conglomerates
in Bangladesh, with a multinational heritage. It was established as a subsidiary of
Imperial chemical Industries (ICI) plc, U.K in 1968, at that time it was one of the
oldest industrial units in our country. After the liberation war, the enterprise was
declared ‘abandoned’. On 24 June 1973, the factory re started its operations
under the name ICI Bangladesh Manufactures Limited. On the 5th of May 1992,
ICI plc divested 70% of its share to local management and hence the company,
ACI Limited came into existence.
Today ACI Limited is a leading corporate body in Bangladesh. It is a public
limited company with a total number of 15,550 shareholders. Among these, there
are six foreign as well as fourteen local institutional shareholders. This Company
also obtained listing with Dhaka Stock Exchange on 28 December, 1976 and its
first trading of shares took place on 9 March, 1994. Later on 5 May, 1992, ICI plc
divested 70% of its shareholding to local management.
Subsequently the company was registered in the name of Advanced Chemical
Industries Limited. Listing with Chittagong Stock Exchange was made on 22
October 1995.
The company has diversified into three major businesses.
Strategic Business Units
· Pharmaceuticals
· Consumer Brands & Commodity Products
· Agribusinesses:
o Crop Care Public Health
o Livestock & Fisheries
o Fertilizer
o Cropex
o Seed
ACI has the following subsidiaries-
· ACI Formulations Ltd.
· Apex Leather crafts Limited
· ACI Salt Limited
· ACI Pure Flour Limited
· ACI Foods Limited
· Premiaflex Plastics Limited
· Creative Communication Limited
· ACI Motors Limited
· ACI Logistics Limited
Joint Ventures
· ACI Godrej Agrovet Private Limited
· Tetley ACI (Bangladesh) Limited
· Asian Consumer Care (Pvt) Limited
In 1995, ACI became the first organization in Bangladesh to receive ISO 9001
Certificate for Quality Management System. It repeated its glory by becoming the
first company in Bangladesh to receive ISO 14001 Certificate for Environment
Management in 2000.
Organization Overview
Address of the Company:
Name: Advanced Chemical Industries (ACI)
Location:
Head Office: ACI Center, 245 Tejgaon Industrial Areas, Dhaka- 1208,
Bangladesh.
Phone: 9885694
Factory: ACI Ltd. Water works Road, Narayanganj-1400, Bangladesh.
Web site: www.aci-bd.com
Organogram- Business Management
Source: ACI Limited
Figure-1: Organogram of ACI Business Management
Organogram-Business Support Function
Source: ACI Limited
Figure-2: Organogram of ACI Business Support Function
Company Strategy
Company Mission
ACI’s mission is to improve the quality of life of people through responsible
application of knowledge, skills and technology. ACI is committed to the pursuit
of excellence through world-class products, Innovative processes and
empowered employees to provide the highest level of customer satisfaction.
Company Vision
· Endeavor to attain a position of leadership in each category of its businesses.
· Attain a high level of productivity in all its operations through effective and
efficient use of resources, adoption of appropriate technology and alignment with
our core competencies.
· Develop its employees by encouraging empowerment and rewarding
innovation.
· Promote an environment for learning and personal growth of its employees.
· Provide products and services of high and consistent quality, ensuring value for
money to its customers.
· Encourage and assist in the qualitative improvement of the services of its
suppliers and distributors.
· Establish harmonious relationship with the community and promote greater
environmental responsibility within its sphere of influence.
Company Values
· Quality
· Customer Focus
· Fairness
· Transparency
· Continuous Improvement
· Innovation
Distribution Network
The company maintains strategically located sales centers in nineteen different
locations across the country. It has developed an advanced distribution system
through its skilled and trained manpower and a large fleet over eighty vehicles.
The distribution system is fully equipped for handling continuing volume of
diverse range of products from the various businesses.
The company’s distribution centers are highly streamlined, computerized and
automated. We are capable of maintaining a cold chain for some specialized
range of products such as vaccines and insulin. The combination of this
advanced function and multidimensional capabilities made it possible to handle
hundreds of products efficiently.
Quality Policy
ACI’s mission is to achieve business excellence through quality by
understanding, accepting, meeting and exceeding customer expectations.
ACI follows International Standards on Quality Management System to ensure
consistent quality of products and services to achieve customer satisfaction. ACI
also
meets all national regulatory requirements relating to its current businesses and
ensures that current Good Manufacturing Practices (cGMP) as recommended by
World Health Organization is followed for its pharmaceutical operations.
The management of ACI commits itself to quality as the prime consideration in all
its business decisions. All employees of ACI must follow documented procedures
to ensure compliance with quality standards.
The pool of human resources of the company will be developed to their full
potential and harnessed through regular training and their participation in seeking
continuous improvement of work methods.
Environmental Policy
ACI is committed to maintain the harmonious balance of our eco-system and
therefore constantly seeks ways to manufacture and produce products in an eco-
friendly manner so that the balance of nature remains undisturbed and the
environment remains sustainable.
In pursuit of this goal, ACI will
· Comply fully with all local and national environmental regulations.
· Conserve natural resources like water and energy for sustainable development,
and adopt environmentally safe processes.
· Ensure appropriate treatment of all effluents prior to discharge, to prevent
pollution or degradation of environment.
· Ensure appropriate communication and cooperate with internal and external
interested parties on environmental issues.
· Create awareness on environmental issues among our employees and
suppliers.
· Adopt modern waste management technology.
2.4.7 Business Areas
At present ACI is one of the fastest growing companies in Bangladesh.
The company consists of three major divisions as follows:
· Pharmaceuticals
· Consumer Brands & Commodity Products
· Agribusinesses.
Pharmaceuticals Divisions
In 1973, the UK based multinational pharmaceutical company, ICI plc,
established a subsidiary in Dhaka, known as ICI Bangladesh Manufacturers
Limited. In 1992, ICI plc divested its share to local management, and the
company was renamed as Advanced Chemical Industries (ACI) Limited.
ACI formulates and markets a comprehensive range of more than 387 products
covering all major therapeutic areas, which come in tablet, capsule, powder,
liquid, cream, ointment, gel, ophthalmic and injection forms. ACI also markets
world-renowned branded pharmaceutical products like Arimidex, Casodex,
Zoladex, Atarax etc. from world-class multinational companies like
ASTRAZENECA, UK and UCB, BELGIUM in Bangladesh.
ACI is actively engaged in introducing newer molecules and Novel Drug Delivery
Systems (NDDS) to meet the needs of the future.
ACI introduced the concept of quality management system by being the first
company in Bangladesh to achieve ISO 9001 certification in 1995 and follows the
policy of continuous improvement in all its operations.
Aligned with the concept that a pharmaceutical must ensure effective
management of environment, ACI complies with standard environment
management policy, thus adorned with EMS 14001 in 2000.
ACI maintains a congenial and supportive relationship with the healthcare
community of Bangladesh, with the belief that business excellence can only be
achieved through pursuit of quality by understanding, accepting, meeting and
exceeding customer expectations.
The management of ACI, a competent team of professionals, thus operates with
a progressive attitude to provide effective solutions to satisfy the customers’
needs, through its products and services of uncompromising quality.
People
Under the leadership of the experienced and dynamic business head, Chief
Operating Officer Mr. M Mohibuz Zaman, this highly skilled and motivated team
of professionals is dedicated in formulating effective strategies to meet the
challenges in the ever-changing market, developing new products tailored to
satisfy the customers current needs, exploring new opportunities in both home
and abroad, and working for consistent growth and increased market share for
ACI.
Location and area
The pharmaceutical manufacturing plant is located at Narayanganj, by the bank
of river Shitolokkhya. It encompasses a land area of 11.5 acres with 85,000
square feet covered area. 235 skilled persons are involved in the plant to
produce world class quality products.
Facilities
The plant is well designed and well equipped with all latest facilities and state-of-
the-art technologies. The responsible team of plant workers, supervisors, officers
and managers strictly follow CGMP recommended by WHO and In-process
Quality control methodology for production and meets all national regulatory
requirements.
Product Development
This creative team of professionals is engaged in developing new formulations
and dosage forms with competitive advantages and strong product
differentiation.
Production
This highly skilled team is dedicated in producing products with consistent quality
under dearly defined Standard Operating Procedures (SOP) in compliance with
the procedures and instructions of ISO 9001 quality system.
Quality Assurance
This dedicated team plays the vigilant role of controlling, ensuring and
maintaining the consistent quality of products for which ACI is so well recognized.
Scientific seminars
ACI frequently arranges seminars and symposia covering a wide range of
medical topics attended by members of health care community. The faculty of
these programs usually consists of both reputed medical experts and experts
from marketing team of ACI and its international principals.
Continuing medical education of physicians and surgeons
ACI regularly arranges CME programs of both physicians and surgeons al! over
the country. These programs cover medical problems frequently faced by the
practitioners, update their knowledge, and make them aware of the new
therapies and medical technologies.
Clinical meetings
ACI arranges clinical meetings, covering case related medical problem faced by
the physician in their daily practice. Every meeting is being supported by audio-
visual media.
Responding to doctors’ queries
It is the most regularly performed task of the marketing team of ACL The
company has developed a postage paid business reply card attached to every
literature in which the doctors usually send their queries. ACI tries to provide a
comprehensive answer to the queries of the physicians covering all the details.
Medical illustration and audiovisual aids
ACI is ready to assist in preparing presentation packages including computer
slides, transparencies and printed text whenever medical experts wish to share
their experiences and results of their research with the health care community.
Reprint services
ACI provides the doctors with reprints of selected publications on topics that can
assist the doctors in their professional practices.
Info Medicus
ACI publishes quarterly medical news letter for the physicians with current
medical information particularly emphasizing common diseases.
Domestic market
Being a developing country, the pharmaceutical market and at the same time, the
pharmaceutical industry of Bangladesh is growing. In this growing market, ACI
has been able to maintain its growth through its innovative marketing strategies.
In Bangladesh, ACI introduced the concept of quality management system by
being the first company to achieve ISO 9001 certification that reflects its
commitment to quality in every aspect of business.
ACI covers the health care community of whole Bangladesh based in both urban
and rural market, though its 18 strategically located depots.
International Market
To fuel the continuous growth of ACI, the company has started exploring
international markets. The quality of ACI products, strengthened by its ISO 9001
certification, has brought immediate success in Sri Lanka, Yemen, Myanmar and
Vietnam.
Consumer Brands
ACI Consumer Brands was initiated in 1995 with two major brands of the
company – “ACI Aerosol and Savlon”. ACI Aerosol, Savlon, Laser and Salt are
the four of most prestigious products which are enjoying the leadership position
in the market. In 2008 ACI Salt got the “Best Brand Award of 2008″ in the
category of Food and Beverage through a survey of Bangladesh Brand Forum
and Nielsen. There is also another brand called ACI-Atta, Moida and Suji which
has created huge brand awareness among people in Bangladesh. The division
started to take new businesses through offshore trading as well as local
manufacturing. In this process ACI Consumer Brands launched many new
products such as “Sparkle Tube Light” and also bonded with Joint Venture
business relationships with ‘Dabur India’ and Tetley UK’ and attained
international alliances with world renowned companies.
ACI Consumer Brands Strategic Business Unit is headed by the Executive
Director, Mr. Syed Alarngir. He is regarded as an authoritarian personality in the
area of Sales and Marketing in Bangladesh market. His track record has many
successful brands which reached leadership position in different categories in
FMCG market. He is supported by competent group of professionals working in
the Marketing and Sales operations, lead by Business Manager.
I. Home Care Products
ACI Limited is proud of the home care products of the Consumer Brands division.
These products are: ACI Aerosol and ACI Mosquito Coil.
ACI Aerosol is one of the prestigious products of this country which has been
enjoying the market leadership position since its marketing in 1967. ACI Aerosol
is produced through a unique process of production and quality checking. The
Formulation Factory of ACI Aerosol is situated in Rajabari, Gazipur. This factory
was established with the technical collaboration of UNDP. The product is one of
its kinds with unique fragrance and mosquito killing ability. It is fully free from any
environmentally perilous material like CFC. ACI Aerosol has four different pack
sizes. They are: 250 ml, 350ml, 475 ml and 800 ml.
ACI Mosquito Coil is another product of the Home Care category products of ACI
Consumer Brands. It is also produced in ACI Formulations. ACI Mosquito Coil
also has some differentiation based on color, shape and fragrance. These are:
ACI Mosquito Coil Green, ACI Super Coil and ACI Super plus High Booster Coil.
ACI Coils enjoys very predominant position and fighting to become absolute
leader in the market place.
II. Air Care Products
ACI has another very attractive product in this Air Care category with Angelic
Fresh Air Freshener. This is the first ever locally manufactured Air Freshener of
this country whose fragrances has been seriously applauded by the users and
has become market leader in two years time. Angelic Air Freshener has two
variants based on two serene fragrances. They are: Citrus Burst and Orchid
Breeze.
III. Hygiene Products
ACI has another very strong range of products in its Hygiene Product category.
Savlon is almost
an essential product in every home of this country. Savlon Liquid Antiseptic is the
highest selling antiseptics. It is used in minor burn, cut and abrasion. Savlon has
unique proportion
to heal and sooth wound and protect from infection. It washes the wound, heals
and protects instantly from getting infection. It has more than 75% market share
of its category. Savion Liquid Antiseptic has four pack sizes. They are: 56 ml, 112
ml, 500 ml, and 1 liter.
Savlon Antiseptic Cream is another range of products in Hygiene Product
category. The product is basically another disinfectant for using only on skin
surfaces. It also cleans the wound, soothes and heals the pain. It has a special
effect on skin-cut or wounds because it can stay for longer time on the impact
area than Savlon liquid antiseptic. Savlon Antiseptic Cream is routinely used in
almost 90% of the country’s Hair Cutting salon as after shave antiseptic. It has
two pack sizes: 30 gm and 60 gm.
Savlon liquid Soap is a powerful hand wash which not only kills bacteria but also
moisturizes the skin. Savlon liquid Soap has two pack sizes. They are: 250 ml,
1000ml. 250 ml pack has both dispenser and refill pack.
Savlon range takes care of almost all the aspects of hygiene of a family. For bath
time pleasure and protection from bacteria and also a stress less shower, ACI
Consumer Brands has Savlon Family Protection Soap in two different si/es: 70
gm and 100 gm.
For feminine hygiene- ACI launched Savlon Femmc- Sanitary Napkin last year. I
his product is very good in quality as it has ‘Super Absorbent Polymer’ to keep its
user dry for whole day. The product has two variants: Regular and Heavy Flow.
ACI has introduced a high quality toilet cleaner for the disinfection and cleaning
in the brand name of Vanish Toilet Cleaner. The product kills bacteria in the
toilet, fragrances the surroundings and keeps the toilet sparkling.
Agribusiness
· ACI Agribusiness is the largest integrator in Agriculture and Livestock and
Fisheries. These businesses have subunits like Crop Protection, Seed, Fertilizer,
Agrimachineries, and Animal Health. These businesses have glorified presence
vegetable and Maize seeds, Fertilizer Supplies Micronutrient and Foiler fertilizer,
Agrimachineries supplies Tractors, Power Tiller and Harvester and Animal Health
supplies high quality Nutritional, Veterinary and Poultry medicines and vaccines.
· ACI Agribusiness is having strong partnership with national and international R
& D companies, universities and research institutions. Before introducing any
product, it is elaborately tested in the laboratory and farmers field.
· ACI Agribusiness has a large, knowledgeable and highly skilled Field Force
provides training and technical advices to the farmers.
· ACI is significantly contributing to national food security through its
Agribusinesses division, which is the leading agricultural integrator of the country,
ACI Agribusinesses is providing complete solution to the farmers need. This
division has five separate SBUs. They are Seeds,
· Fertilizer, Motors, Crop Care & Public Health, and Animal Health. Farmers have
developed confidence in our products for quality and economics. Farmers have
also come to expect proper knowledge based service from our field force.
Global Compact Endorsement
The ACI group has consistently demonstrated its commitment towards its
employees and the environment over the years. It has been recognized as the
practitioner and promoter of socially responsible business behaviour.
To take this commitment even further, ACI has endorsed the Principles of Global
Compact on August 18, 2003. The Global Compact is a remarkable initiative
sponsored by the United Nations Secretary General Koffi Annan. It is based on a
very simple notion: whether or not required by law, corporations should enforce
basic human rights and accepted labour and environmental standards in all their
business activities, to counterbalance possible negative effects of globalization.
The compact calls on companies to embrace the ten universal principles in the
key areas of human rights, labour standards and the environment.
These ten principles are:
Human Rights
o To support and respect International Human Rights within the
company’s sphere of influence.
o To make sure that their own corporations are not complicit with
Human Rights Violation.Labour
o To end discrimination in the workplace.
o Abolition of child labour.
o The right to collective bargaining and recognition of freedom of
association.
o To eliminate the use of forced and compulsory labour.Environment
o To support a precautionary approach to environmental challenges.
o To undertake initiative to promote greater environmental responsibility.
o To encourage the diffusion of environmentally friendly technology.Anti-Corruption
o To work against all forms of corruption, including extortion and bribery.ACI pledges to keep all its employees, customers, shareholders and suppliers
regularly informed about the compact and the company’s initiatives to uphold the
principles
HR
ACI HR works with a vision for creating a work-environment to foster creativity,
innovation and productivity for achieving business excellence through dynamic
and dedicated people.
ACI believes that Human Resources are the most important asset of the
organization. It identifies the training needs and provide trainings accordingly to
develop the knowledge and skills of our human resources. Thought Leadership
and Team Building meetings are conducted on a regular basis. ACI provides an
enabling working environment to unleash the full potential of the employees and
a performance based career progression.
ACI has a value based culture where dignity of the individual is the highest
priority. ACI believes in empowerment and delegation. ACI organizes different
social events like Family Day, Cricket Tournament, and Badminton Tournament
etc with an objective to strengthen the bondage among the employees.
ACI practices modern HR Policies and procedures for Recruitment & Selection,
Manpower Planning and succession planning. ACI uses a combination of
qualitative aspects and Balanced Score Card for performance appraisal.
ACI has attractive policies regarding car loan, gratuity, provident fund and
hospitalization. ACI offers performance bonus, leave fare assistance, festival
bonus and workers profit participation fund during different times within a year.
ACI is a place to learn, grow and contribute for improving the quality of life of
people.
HR Practices
Here is a collaboration of Top Ten HR Practices that ACI Ltd follows always in order to achieve their organizational goals every yearSummary of practices
1. Safe, Healthy And Happy Workplace2. Opening Book Management Style3. Performance Linked Bonuses4. 360-Degree Performance Management Feedback System5. Fair Evaluation System For Employees6. Knowledge Sharing7. Highlighting Performers8. Open House Discussions And Feedback Mechanisms9. Rewarding Ceremonies10. Delighting Employees With The Unexpected
1. Safe, Healthy and Happy WorkplaceCreating a safe, healthy and happy workplace will ensure that their employees feel
homely and stay with your organization for a very long time. They capture their pulse
through employee surveys.
2. Open Book Management StyleSharing information about contracts, sales, new clients, management objectives,
company policies, employee personal data etc. ensures that the employees are as
enthusiastic about the business as the management.
Through this open book process they can gradually create a culture of participative
management and ignite the creative endeavor of your work force. It involves making
people an interested party to their strategic decisions, thus aligning them to their
business objectives. They are as open as they can. It helps in building trust & motivates
employees. Employee self service portal, Manager on-line etc. are the tools available
today to the management to practice this style.
3. Performance linked BonusesPaying out bonuses or having any kind of variable compensation plan can be both an
incentive and disillusionment, based on how it is administered and communicated.
Bonus must be designed in such a way that people understand that there is no payout
unless the company hits a certain level of profitability. Additional criteria could be the
team’s success and the individual’s performance. They never pay out bonus without
measuring performance, unless it is a statutory obligation.
4. 360 Degree Performance Management Feedback SystemThis system, which solicits feedback from seniors (including the boss), peers and
subordinates has been increasingly embraced as the best of all available methods for
collecting performance feedback. Gone are the days of working hard to impress only
one person, now the opinions of all matter, especially if they are in a leadership role (at
any level). Every person in the team is responsible for giving relevant, positive and
constructive feedback. Such systems also help in identifying leaders for higher level
positions in the organization. Senior managers could use this feedback for self
development.
5. Fair Evaluation System for EmployeesThey develop an evaluation system that clearly links individual performance to
corporate business goals and priorities. Each employee should have well defined
reporting relationships. Self rating as a part of evaluation process empowers
employees.
Evaluation becomes fairer if it is based on the records of periodic counseling &
achievements of the employee, tracked over the year. For higher objectivity, besides
the immediate boss, each employee should be screened by the next higher level (often
called a Reviewer). Cross – functional feedback, if obtained by the immediate boss
from another manager (for whom this employee’s work is also important), will add to
the fairness of the system. Relative ratings of all subordinates reporting to the same
manager is another tool for fairness of evaluation. Normalization of evaluation is yet
another dimension of improving fairness.
6. Knowledge SharingACI Ltd adopts a systematic approach to ensure that knowledge management supports
strategy. They store knowledge in databases to provide greater access to information
posted either by the company or the employees on the knowledge portals of the
company. When an employee returns after attending any competencies or skills
development program, sharing essential knowledge with others could be made
mandatory. Innovative ideas(implemented at the work place) are good to be posted on
these knowledge sharing platforms. However,what to store & how to maintain a
Knowledge base requires deep thinking to avoid clutter.
7. Highlighting performersACI Ltd creates profiles of top performers and make these visible though company
intranet, display boards etc. It will encourage others to put in their best, thereby
creating a competitive environment within the company. If a systems approach is
followed to shortlist high performers, surely disgruntlements can be avoided.
8. Open house discussions and feedback mechanismIdeas rule the world. Great organizations recognize, nurture and execute great ideas.
Employees are the biggest source of ideas. The only thing that can stop great ideas
flooding their organization is the lack of an appropriate mechanism to capture ideas.
Open house discussions,employee-management meets, suggestion boxes and ideas
capture tools such as critical incidents diaries are the building blocks that help their
managers to identify & develop talent.
9. Rewarding CeremoniesMerely recognizing talent does not work, they need to couple it with ceremonies where
recognition is broadcast. Looking at the Dollar Check is often less significant than
listening to the thunderous applause by colleagues in a public forum.
10. Delighting Employees with the UnexpectedThe last but not least way is to occasionally delight their employees with unexpected
things that may come in the form of a reward, a gift or a well-done certificate. Reward
not only the top performers but also a few others who are in need of motivation to
exhibit their potential.
Finance and Planning
ACI Finance and Planning function is the nerve centre of the conglomerate.
Being the
nature of the structure, ACI Finance and Planning plays the centralized role in all
kinds of financial and accounting services. Meaning it handles financial and
accounting matters of not only ACI Limited but also of all of its subsidiaries
supporting the mission and vision of the Group. The major areas of its activities
include:
o Corporate Finance
o Treasury
o Insurance and risk management
o Costing
o Credit Management
o Accounts payable management
o General accounting
o Taxation
o New business managementACI finance is pioneering in introducing and implementing state of the art
financial tools like electronic banking, integrated accounting systems, better
foreign exchange management through hedging, derivatives etc. To allow us to
excel in our performance ACI Finance has strong rapport with all the international
and major local banks, non-financial institution including leasing companies.
Driving force of Finance is its motto which is “to become most value adding
business partner”. To drive this vision, ACI Finance proactively helps business in
providing right and timely information, analysis, budgetary management and
participating in cross-functional team.
The Planning function not only compiles and coordinate the company plan of the
conglomerate but also instrumental in feeding the CEO and top team different
macro and micro economic situation of the country as well as world in large.
These in-depth analyses help the company to make correct and pragmatic
decision as a part of strategic initiative.
The new business development area is one of the most exciting areas in ACI.
Here ACI keeps a track on potential areas of growth being envisaged in the
country, these are followed by rigorous analysis and subsequently matching
these with ACI’s competence. This allows ACI’s growth engine to get enough fuel
to take its course forward.
MIS Department
MIS department of ACI ensures the overall IT related supports for the company.
This department manages a smooth operation of software’s, hardware trouble
shooting and business databases related to sales and inventory. The MIS
department consists of knowledgeable and skilled programmers and software
developers. MIS provides customized report and data analysis to the
management to facilitate effective decision making
Commercial Department
Commercial Department of ACI is one of the most vital functional departments of
the
ompany which deals with the supply chain activities of ACI. In order to keep all
the
businesses running flawlessly, the dedicated and hard working employees of this
department maintain a good liaison with the customers, both national and
international. The Commercial Department is consistently achieving the best
prices for the products that ACI purchases, ensuring enormous amount of cost
savings for the company. It offers invincible professionalism and expertise in the
entire commercial activities of ACI.
LASER Division
Background
On February, 2008, ACI limited launched new products called Laser Shaving
products. ACI is the sole agent and distributor of Laser products. These are
mainly the products of M/S Janway Worldwide.
Janway worldwide, which is situated in Dubai, is mainly a part of Malhotra
Shaving products. It is an Indian Multinational company which was formed in
1946. The founder was Mr. Harbans Lai Malhotra. The company produces mainly
male grooming items. Its combined turnover in India is INR 500 plus crore and
INR 800 plus crore turnovers worldwide. Its major initial brands were “Bharat,
Ashok, Panama and Topaz”.
Malhotra shaving products’ head office & factories are situated in India. Its
international offices are situated in London and Dubai.
It has worldwide operation in 107 countries including London, Dubai, Europe,
Middle East, USA, Canada, North America, Australia, and South Asia.
Laser is totally self – reliant in technology using advanced manufacturing
equipments. Continuous research and development has enabled the Brand to
earn sterling reputation in the World markets, while reigning supreme at home,
resulting in World Class Products.
It has got ISO 9001:2000 certification and several prestigious international
awards like the Monde selection (Brussels) Belgium and national export awards
from the engineering promotion council (EEPC), which reflects the superior
quality of Laser range of shaving products.
Laser products have enhanced the shaving experience for millions of men with
its category that includes flat blades, regular disposables, Rubberized long
handle razors blade systems and Disposables. The Laser Range is in keeping
with the latest trends in shaving and grooming products.
Planning of Laser
Laser shaving items are mainly distributed by ACI Limited, ACT imports laser
items from Dubai, In Bangladesh Laser has a National Sales Manager who are
the full in charge of distributing Laser in Bangladesh through TSI (Territory Sales
In charge) and SR (Sales Representatives). TSI are the in charge of a particular
district for selling Laser items and SR sell the product in a area basis, Under one
TSI more than four SR are working every day. A TSI get information about
market and other additional information from SR. He supplies information to ZSI
(Zonal Sales In-charge), In this way, Head of the department gets information
from field by ZSI.
Laser’s vision is to-
· Ensure Leadership in DE Blade by giving quality products to consumer which
has value for money.
· At the same time ensure leadership in growing categories like Disposable and
Twin, instead of focusing just on DE, because we do not wish to be the looser on
the day, when market turns to Twin System.
Laser plans to direct coverage of:
Year 1- 30000 outlets
Year 2- 60000 Outlets
Year 3- 90000 Outlets
Total Universe- 659000 Outlets
These outlets will be covered through two types of Salesman. Exclusive
Salesman under Importer Distributor for Markets, where the outlet base is 350 to
450 outlets in a town. Another one is, Pilot Salesman under Importer Indirect
Roles or Super Distributor Role, covering all the small markets. Laser targeted to
cover Exclusive town outlets on Fortnightly basis & Other Towns in Monthly
Basis.
Product Category
Laser product mainly includes Double Edge Blades and Razors, Disposables,
Twin Blades and Swivel, and personal care products like- Shaving foam, brush,
shaving cream etc.
Major brands of Laser are enumerated below-
(1) Laser Green
(2) Laser Ultra
(3) Laser Super Platinum
(4) Laser Sport 3
(5) Laser Sport 2
(6) Laser Control 3
(7) Laser Control 3 D/C-2
(8) Laser Control 3 D/C-4
(9) Laser Tech 3
(10)Laser Tech 3 D/C-2
(11)Laser Ultra Click Razor
(12)Laser P.S. Click Razor
(13)Lasers P.S. 3-Pcs. Razor
(14)Laser Sport Shave Foam
(15) Laser Shaving Brush
To keep with the latest trends in shaving and grooming products it also includes-
Anti-perspirants, deodorants, after shave skin conditioners, shave gel, after
shave splashes and bath gel.
Supply Chain
ACI limited opens LC in the name of itself. After getting orders as per demands
for laser products in Bangladesh, products are shipped from India. When
products are reached at Chittagong port, laser products are distributed to Bogra,
Sauidpur, Barishal, Jessore, Dhaka, Camilla, Sylhet, and Chittagong through
Super distributors. From these eight depots, Sub distributors bring these
products to wholesalers or retailers. Finally they reach the products to the hands
of consumers.
Source: ACI-LASER Division
Figure-3: Supply Chain; ACI-Laser Division
3.5 About team members and Organogram of Laser Division
Total team members of ACI- Laser division is 103, which includes 2 Zonal sales
In-charges (ZSI), 16 Territory Sales In-charges (TSI) and 83 members are Sales
Representatives (SR), Laser Division’s Head of Sales and Trade Marketing is Mr.
Abu Sufian.
Source: ACI- Laser Division
Figure-4: Organogram of ACI-Laser Division
Total 83 Sales representatives (SRs) report daily about sales through SMS, daily
sales report from to their immediate supervisor, Territory Sales In-charge (TSI).
TSIs then report weekly and monthly though Town Market Report from to Zonal
Sales In-charge (ZSIs). ZSIs report directly to Head of Sales and Trade
Marketing. By the report he gets from ZSIs, Head of Sales can monitor and
coordinate sales all over the country.
Positional Responsibilities and Functions
Marketing Manager
· All promotional and selling activities to facilitate sales.
· Total distribution management of products.
· Evaluation of the product potentiality and feasibility.
· Administrative function of marketing.
Head of Sales and Trade Marketing
The prime duty of the Head of sales and Trade is to deliver the goods to the
doorstep of the wholesalers and retailers. He is also accountable to the
Executive Director for his overall activities.
His functions are-
· Coordinate sales all over the country.
· Monitors and directly coordinate the activities of ZSMs.
Zonal Sales In-charge (ZSI)
There are two Zonal Sales In-charges at present in ACI-Laser Division who
directly report to the Head of Sales and Trade Marketing.
· Looks after distribution / finished stock distribution of district offices.
· Transfer finished stock to district offices.
· Monitors and directly coordinate the activities of TSIs,
Area Sales Manager (ASM) or Territory Sales In charge (TSI)
16 TSIs are working at present in ACI-Laser Division who directly report to ZSIs.
· Looks after the situation and handle problems of own territory, which is selected
by the upper level management.
· Monitors and directly coordinate the activities of SRs.
· Find out new avenues for product marketing.
· Assist the ZSI to achieve the target sales.
· Evaluate sales performance, sales growth and sales potentiality of all depots.
Distribution offices are also accountable to the Sales Managers and Marketing
Managers respectively. The Sales Offices and sales representatives with the
following information have to submit reports to the Sales Manager from time to
time.
· Which of the Laser products are moving slowly?
· What are reasons for slow movement?
· Competitor’s activities etc.
Sales Representative (SR)
Responsibilities of Sales Representative are-
· Regularly visiting the market and do the market audit.
· Ensure product visibility in the retail stores.
· Making and maintaining good relation with the retailers.
· Furnish daily requisition for the products to the Distributor manager.
· Ensure products and POS materials are full into the tri van as per order
quantity.
· Fill up daily planning and tracking sheet.
· Follow seven step sales call.
· Complete Daily Sales Report.
· Fill up daily Tracking calendar.
Major Sales Activities
Major sales activities of Sales Representatives are-
³ Do sales call to all outlets serially, according to the prepared outlet list of an
area.
³ Scheduled base market visit.
³ Minimum 60 outlets will be visited by a SR per day.
³ At least 70% sales call must have to be effective.
³ Rapport building with the Customers.
³ Discover new Outlet or Area.
Distributors Management
Distributors mainly try to cover-
³ Target setting and monitoring.
³ Training on sales record maintaining.
³ Delivery personal training.
³ Periodic reporting.
³ Stock tracking.
³ Visits / Physical checks.
³ Ensuring sufficient stock coverage.
³ Complaint handling.
Marketing Strategy
TARGET MARKET & CONSUMER PROFILE
Demographic profile:
Age : 18-55 years.
Sex : Male.
Family Life Cycle : Unmarried & Married.
Income : Tk. 5000-Tk. 15,000 per month (For earners)
Occupation : Students, Employed persons.
Education : University level and above.
Psychographic Profile:
Social : Middle, Upper-Middle, Lower-Upper, Upper.
Life Style : Health and hygiene conscious, goes to retail outlets.
Psychographic Profile:
Occasions : Regular.
Benefits : Improved hygiene, protection, feeling of safety
User Status : Potential, Regular.
Usage Rates : Medium, Heavy.
Readiness Stage : Aware, Informed, and Interested.
Attitude towards product : Positive, sometimes indifferent.