An Evaluation of the Selling Process of DATAPARK (BD) Ltd. 1.1 Origin of the report: Internship for twenty nine months in private business organizations, government offices, Public Sector Corporation or banks or other financial institutions is an integral part of the BBA program of the business faculty of the Bangladesh Open University. The objective of the program is to expose the students in the organization work situation. Each student is required to undergo the program and prepare a report according to a format specified by the supervision teacher. As a student of Bachelor of Business of Business Administration (BBA) program, it requires an internship of Twenty nine month attachment with an organization followed by writing and submission of a report. This report is an end result of an Internship attachment with one of the top IT hardware distributor company in Bangladesh the DATAPARK (BD) limited. As per the advice and recommendations of the honorable supervisors Mr. Mohammad Zillur Rahman the main concentration of the report is IT sector of Bangladesh particular reference to Selling process. This report focuses on Selling Process of DATAPARK (BD) limited. This report will obviously increase the existing idea of sales activities rendered by the DATAPARK (BD) limited 1.2 Objectives of the study
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An Evaluation of the Selling Process of DATAPARK (BD) Ltd.
1.1 Origin of the report:Internship for twenty nine months in private business organizations, government offices,
Public Sector Corporation or banks or other financial institutions is an integral part of the
BBA program of the business faculty of the Bangladesh Open University. The objective of
the program is to expose the students in the organization work situation. Each student is
required to undergo the program and prepare a report according to a format specified by the
supervision teacher.
As a student of Bachelor of Business of Business Administration (BBA) program, it requires
an internship of Twenty nine month attachment with an organization followed by writing and
submission of a report. This report is an end result of an Internship attachment with one of the
top IT hardware distributor company in Bangladesh the DATAPARK (BD) limited. As per
the advice and recommendations of the honorable supervisors Mr. Mohammad Zillur
Rahman the main concentration of the report is IT sector of Bangladesh particular reference
to Selling process. This report focuses on Selling Process of DATAPARK (BD) limited. This
report will obviously increase the existing idea of sales activities rendered by the
DATAPARK (BD) limited
1.2 Objectives of the study
The objective of the Internship Report is to gain practical knowledge about the overall
business activities of different divisions of the DATAPARK (BD) limited with special
attention to the selling process of the organization. The specific objectives are:
a. To describe selling process of various equipment by DATAPARK (BD) Ltd.
b. To identify the problems related to the selling process of Smart Technologies.
c. To make some recommendations to overcome those problems.
1.3 Scope of the study: The report includes elaborate information regarding ‘Marketing’ The report includes some
basic guidelines regarding modification and enhancement of promotions –especially for the
sales promotion.
1.4 Methodology of the Study
The report is descriptive in nature and data have been collected from following sources.
Sources of Data:
A. Primary Data Sources:
Officers of DATAPARK (BD) Ltd.
B Secondary data sources:
1. Catalogue of DATAPARK (BD) Ltd.
2. Annual Report of DATAPARK (BD) Ltd.
3. Brochure of DATAPARK (BD) Ltd.
Target Population: Officers of DATAPARK (BD) Ltd.
Sample Size: 3 Officers of DATAPARK (BD) Ltd.
Sampling Method: Convenience sampling
Method of data collection: Face to face interview
1.5 Limitation of the study:
In doing this report we have faced some unwanted limitations:
The research has some sampling errors as the time, budget and experience inn choosing
the sample are deemed to be inadequate.
1. Lack of time
2. Lack of experience
3. Data analysis error
4. Small sample size
5. Lack of adequate information
2.1 Information Technology in BangladeshBangladesh has a relatively long experience in the use of computers - the first "second
generation" computer was installed in 1964 at Dhaka and very soon some of the large banks
and industrial concerns started using computers, mainly for accounting and payroll
applications. The utility companies (e.g. gas, electricity) also started using the bureau
facilities of these installations for their customer billing. Unfortunately, the financial crisis
that the country faced immediately after its independence in 1971 did not permit the
sustenance of this early lead and lack of maintenance forced the closure of most of these
installations. Although the possibility of export of data entry services and software from
Bangladesh has been discussed for over a decade, only a few companies were successful in
getting some work from outside. In June 1997, the Government of Bangladesh appointed a
Committee (with the author of this article as its Convener) to look into the problems and
prospects of export of software from Bangladesh. The Committee submitted its report in
September, 1997. It contained 45 recommendations, both short term and medium term; some
of these recommendations have already been implemented and the government has asked
different concerned ministries to go ahead with implementing the other recommendations.
Although not properly exploited yet, Bangladesh does have quite a few inherent strengths
which can be used as the launching pad for making this country a potential offshore source of
Software and Data Processing Services.
Some of these advantages are:
A substantial number of educated unemployed youth forces, with ability to read and write
English, exist in the country. They can be trained in the required skill (particularly in Data
Processing Services) within a short time. Quite a few Bangladeshi skilled professionals have
been working abroad. They can be encouraged to return to the country and/or collaborate
with Bangladeshi entrepreneurs, provided proper environment is created. Universities in
Bangladesh are turning out an increasing number of graduates in Computer related subjects
every year, although the number is much less than the requirement. A large number of
Bangladeshi students are studying overseas in Computer related subjects.
A wide range of Hardware platforms, from Mainframe to PC, are available. Reasonable skills
exist in the following areas:
Operating System – Windows 95, Windows 98,, Windows XP, Windows Vista, Windows 7,
Data Entry (Per 10,000 keystrokes) US$ 3 to 5 US$ 10 US$ 30 to 50
SDNP Bangladesh Page 3 of 4 computer science and engineering from next year. The 20
Polytechnics are also introducing 3-year diploma programmes in Computer Technology. In
addition, a large number of educational and training institutes, many of them with linkage
with foreign institutions, are also offering training courses. One of the major problems faced
by these institutions is the shortage of trainers. Recognizing this problem, the GOB
Committee (referred to earlier) recommended that BCC should take up a crash programme to
train at least 1000 high-level trainers by the end of 1999. Moreover, the absence of adequate
physical resources (e.g. computer hardware and software) and weakness in course contents in
the training institutions will adversely affect the quality of output from these institutions. An
accreditation system is planned to be introduced by the government soon. BUET was the first
institution to offer post-graduate degrees (M.Sc. and Ph.D.) in Computer Science and
Engineering. Some other institutions have also initiated research programmers in IT related
fields. These include Machine Learning, Pattern Recognition, Speech Recognition,
Automatic Translation, Computational Algorithm, VLSI and 3-D Vision. Considerable
research work has been done in the use of Bangla in computers. Unfortunately like R&D in
other fields of science and technology, there is very little interaction between academia and
industry.
Efforts were initiated about 13 years back to introduce computers in schools and colleges.
‘Computer Studies’ has been introduced as an optional subject both in SSC and HSC
examinations. The lack of adequate physical facilities, computers and qualified teachers has
resulted in very few students opting for these courses. Experience of other countries shows
that teaching of computer programming by incompetent teachers may do more harm than
good. Therefore, teacher training is one of the priority actions to be taken. In order to co-
ordinate the computerization activities of government and semi-government agencies a
National Computer Committee was set up in 1983. This was transformed into the National
Computer Board in 1988 and the Bangladesh Computer Council was set up in 1989 by an Act
of Parliament. It had some initial problems and faced a lot of criticism from the IT
community when it became more of a regulatory body, rather than a promotional body as
originally envisaged. It is planned to strengthen BCC by inducting more IT professionals, so
that it can play a bigger role in IT development in the public sector, particularly in human
resource development. A large number of Bangladeshis are now working in the IT field in
different companies in USA and are gradually moving up the organizational hierarchy. The
government is trying to get the assistance of these non-resident Bangladeshis (NRBs) in IT
development, particularly by giving them incentives to set up software companies in
Bangladesh.
The lack of any copyright protection for software has been one of the major deterrents in the
growth of software industry. A software Copyright Protection Act has already been drafted
and is expected to be enacted very soon. Although the banking sector had been among the
pioneers in computerization in Bangladesh, the present level of computer usage in banks is
very low. The foreign banks operating in Bangladesh have taken a lead in computerizing their
front office operations. It is only during the last 4/5 years that some of the Bangladeshi banks
have started gradually computerizing their front office activities and very soon a network of
automatic teller machines (ATMs) using VSATs would be set up by the private banks
throughout the major towns. At present, Internet access is available only in a few
Universities. The University Grants Commission is setting up BERNET (Bangladesh
Educational and Research Network) establishing linkage among the Universities and
providing access to the Internet. One of the major constraints in the initial stages of
computerization of government offices was the non-availability of Bangla software and
Bangla fonts in printers. The breakthrough came when the PCs were introduced in the early
eighties and very soon desktop publishing using computers became very popular. Bangla
version of many of the commonly used packages like world processing, spreadsheet and
database management has been developed. Almost all the IT related developments which
have taken place during the last few years are concentrated in the capital city, Dhaka; in other
cities and towns, only a small number of computers are being used, mostly for word
processing. (The government funded training institute NTRAMS at Bogra, with a few
hundred PCs is a notable exception). The danger of increasing the already existing disparity
between urban and rural areas looms large in the horizon. In order to enable rural populace to
get the benefits of IT, Grameen Communications is trying to develop a system linking the
mobile telephone systems (which are already being used in a large number of villages) with
solar-powered computers. This would enable the large number of rural educational institutes,
offices and households to get the SDNP Bangladesh.
Benefits of e-mail and Internet access. Moreover, some of the data processing services could
be rendered by people living in villages, rather than moving into urban areas. The present
government has recognized IT as one of the priority sectors and is providing all support to the
private sector to enable them to enter the export market for software and data processing
services. Recognizing the bright future of IT, a large number of students, young professionals
and businessmen are taking keen interest in acquiring knowledge about computers and its
applications. This is reflected in the tremendous enthusiasm generated in the ongoing
International Computer Show organized by Bangladesh Computer Samity. It is expected that
within the next 3 to 4 years, IT applications in Bangladesh would not only spread to various
private and public sector offices and industrial units, but Bangladesh would emerge as a
regional hub for software development.
3.1 Company Profile
Today, the presence of Information & Communication Technologies (ICT) has become a
necessity. In this time, these technologies have altered the ways we communicate, work, learn
and play. All these ways have been enhanced and these enhancement have had impacts, so
that, now, the method in which affairs are conducted, the means by which organizations
evolve and the ways in which relationships are established, have all become optimized. But
here in Bangladesh we are far behind from the up to date touch of such technologies.
With no defined structure and inadequate support, Bangladeshi companies or organizations
are finding it difficult to keep abreast of these new technologies. This situation is further
compounded when some private organizations, which provide technological solutions for
their clients, do so with out of date and defunct technologies.
To resolve this dilemma, DATAPARK (BD) Ltd was established to offer complete
technological solutions with the most up to date and recent technologies. SMART’s dedicated
staffs are proficient in different aspect of information and communication technologies. From
different hardware and operating system platforms, to complex network configuration,
SMART’s team will endeavor to provide the best and most recent technological solution that
is within the client’s budget.
DATAPARK (BD) Ltd, in its 13 years of business experience has gathered immense
reputation in hardware goods, maintenance of computer accessories, network setup.
Innovative business approach, foresight, sustainability, resource mobilization, quality
assurance and superior service have been the factors of our success.
During these years, Bangladesh and the world has undergone political, social, and
economical changes which transformed the business scenario to much more of aggressive,
fast and professional competence which the group had to commensurate to survive and
succeed.
3.2 Historical background:
DATAPARK (BD) Ltd. is a leading IT company in Bangladesh. It was established in March
1998 promoted by young energetic professional management. Now Smart Technology has
expanded its business in most of the important cities in Bangladesh. Smart always brings the
latest technologies in order to make its products best suited for the needs of our customers.
As a result it emerges as a leading IT firm in Bangladesh.
Smart has nationwide business through its hundreds of honorable dealers and distributors to
form a strategic network capable of delivering our products and solutions to customers
throughout the country within twenty-four hours locally. DATAPARK strives to continue to
provide wide range quality services for its customers. To become a value added supplier and
a valuable business development partner to the customer.
DATAPARK employs over 60 highly trained technical and support personnel with expertise
in the component level rebuilds of a wide variety of consumer IT products. DATAPARK
serves over 20,000 customers nationwide, including independent service dealers, national
retail chains, general line distributors, third party maintenance companies, and major
corporations.
3.3 Company Vision Mission & Objective
Vision: In a world where technology increasingly touches every aspect of our daily lives, we
will be a leading solutions provider in the areas of technologies, aspiring to become the most
admired company in our country as seen by our stakeholders. DATAPARK also envisioned
to emerge as a multi-national company with world-class standards to serve our valued and
strategic business partners. Smart also wants to excel in innovative application of
technological breakthroughs.
Mission: DATAPARK (BD) Ltd. improves the quality of people's lives through the timely
introduction of meaningful technological innovations. Smart is committed to providing the
highest level of quality and service for our customers in the electronics and IT accessories.
This commitment has achieved by adhering to high ethical and moral standards and creating
an environment of trust and prosperity in partnership with our customers and employees. The
major missions of DATAPARK (BD) Ltd. are as follows:
1. To add value for our customers, shareholders and employees.
2. To create a company culture in an environment that fosters real teamwork through
shared information and technological know-how among all colleagues
3. To compete effectively in the global business and commercial environment.
4. To establish real-time information culture.
5. To promote and develop an intelligence-oriented employee base.
Objectives: DATAPARK (BD) Ltd objectives are to conduct transparent business operations within the legal & social frame work with aims to attain the mission reflected by our vision.
COMPANY VALUES
Ethics: DATAPARK (BD) Ltd insists on the highest standards of personal and professional
conduct so that we deserve our clients' and colleagues' trust.
Customer-Centric: DATAPARK (BD) Ltd focus on creating and maintaining a customer-
centric experience that builds brand loyalty and meets our customers' lifelong financial goals.
DATAPARK (BD) Ltd understands that a unique customer experience is key to our
competitive advantage and profitability. Our main focus is customer satisfaction.
DATAPARK (BD) Ltd motto towards customer is “if you are not happy neither are we”.
Respect: DATAPARK (BD) Ltd do their best work when we value one another as
individuals, encourage diversity in our workplace and in our ideas, and recognize that work is
but one part - a vital part, no doubt - of a full and rewarding life.
Team Work: DATAPARK (BD) Ltd makes a greater contribution when we work together
than when we work alone.
Openness: DATAPARK (BD) Ltd strive to communicate openly and candidly with one
another and to share information enabling us to achieve our objective for Smart
Managing For Results: DATAPARK (BD) Ltd always manage for results through a
customer-centric, results-oriented strategic planning and performance measurement approach
by setting clear objectives and targets after consultation with customers.
Competence: DATAPARK (BD) Ltd dedication to competence requires not only lifelong
learning, but also that we continually assess our ability to appropriately and effectively
address the needs of those whom we serve.
Commitment to Success: DATAPARK (BD) Ltd actively assists their people to realize their
full potential. This is critical to our success.
Merit: DATAPARK (BD) Ltd believes in a meritocracy where the best people and ideas are
recognized and rewarded.
Excellence: Continuous improvement in the quality of their work provides the highest value
to our clients and shareholders, and the greatest satisfaction to our people.
Engineering & Stability
Engineering: DATAPARK (BD) Ltd staffs of system engineers are the best around. Let us
know what you need and we will provide our product that meets your requirements and is
producible at a competitive price.
Stability: DATAPARK (BD) Ltd has been here 10 years and has a young management staff.
Rest assured; when you do business with us we will still be here next year and the year after.
Future Plan
1. Strong Distribution Channel in every city of Bangladesh
2. Expansion of regional presence for solution and service business
3. Full-fledged subsidiaries in various countries for hardware distribution business
Next five Years Plan: Smart Technology (BD) envisioned penetrating into retail marketing
in Bangladesh. Smart also plans to bring high tech IT products like wireless LAN and other
networking peripherals in Bangladesh. Smart also targets to provide total distribution and
solution in Bangladesh
Key Resources
When Mr. Zahirul Islam founded the company in 1998, he focused on the following Key
Resources that have helped to propel DATAPARK (BD) Ltd. to bring to present status today:
People — including the leadership and all our employees who grow and run the business;
Markets — our focus on the dynamic consumer health and investment marketplaces;
Products and Services — always striving for superior products and services that have true
value to our customers;
Capital — constantly reinvesting in the growth of the company and carefully planning each
financial transaction;
Organization and Systems — leading, pushing, urging, shaping, managing and growing our
business with organization and systems in a pro-active way.
These "5 Key Resources" will continue to provide the company with a firm foundation for rapid advancement for years to come.
Channel Of distribution: DATAPARK (BD) Ltd. Is one of the leading IT Product
distributors in Bangladesh? We are providing our products to the customer in two ways.
1. Channel Business: There are (350) dealers are exists all over the Bangladesh
to distribute our products to the customer.
2. Business to Business (B2B): In this way we are directly provide our products
to the customers.
SERVICES
Support
1. Understanding of IT distributions and Solutions and services as a business
2. Excellent Dealer Channel in Bangladesh all over the country
3. Presently working on a outlet division in Middle East
4. End-user Contact for direct sales
5. Focused and Dedicated team
6. High level of Technical Support
Dealer / Reseller/Corporate Support
1. Backend rebates/ Schemes
2. Update Technical Information
3. News of Future Products and Pricing.
4. Instant Gifts for Quantity Purchases
Marketing Activities
1. Advertising in IT magazines
2. Advertising in Daily Newspapers
3. Letters and Brochures
4. Computer Show
5. Seminars
6. Radio Add
Strategy
1. Increase profitability through re-allocation of capital towards opportunities offering
more consistent and higher returns.
2. Leverage the authorized brand and our core competencies in innovative technology to
grow in selected categories and geographies.
3. Build partnerships with key customers and suppliers, both in the business-to-business
and business-to-consumer areas.
4. Continue to invest in maintaining world-class innovation and leverage our strong
intellectual property position.
5. Strengthen our leadership competencies.
6. Drive productivity through business transformation and operational excellence.
3.4 Quality Control
Ensure strict compliance with standards and local regulatory norms in every phase of
sourcing & procuring quality product, quality assurance and delivery.
Ensure all activities through documented Quality Management System (QMS) complying
International Standard requirements of ISO 9001 through continuously developing Human
Resources by regular training and participation.
DATAPARK (BD) Ltd. is committed to undertake appropriate review, evaluation and
performance measurement of processes, business activities and Quality Management System
for continual improvement to ensure highest standard, customer satisfaction, developing
human resources and company's growth.
3.5 Code of conduct
The company operates in full compliance with the applicable laws, rules and
Regulation, including those relating to labor, workers health and safety, and the
Environment.
Child labor
The company employs only workers who meet the applicable minimum legal age
Requirement or are at least 18 years of age.
Work environment
The company encourage developing lawful work place apprenticeship programs fore the
Educational benefit of the workers.
Discrimination
The company employs workers on the basis of their ability to do the job, not on the basis
of their personal characteristics or beliefs.
Wages and hours
The company set working hours, wages and overtime pay in compliance with all
Applicable laws.
3.6 Organizational Structure
3.7 Description of its business:
DATAPARK (BD) Ltd is the Distributor of world renowned IT peripherals brands (Intel,
Samsung, HP, Toshiba, Ricoh, Acer, Gigabyte, Twinmos, Team, Delux, and PowerPC) and
one of the leading ICT solution providers in the country.
"Best business through ultimate client satisfaction" is its ethics and it has been providing
corporate and dealer sales & service professionally since a longer period.
Chairman
Managing Director
GM Admin GM Product
Product Manager
Sales Manager
Store Manager
Corporate Manager
Assistant Manager
Sr. Executive
Executive
HR Manager
Accounts Manager
Manager Import
Manager Logistic
Sr. Manager (Tender)
Sr. Executive
Executive
Sr. Executive (Dealer)
Executive (Dealer)
Executive
Sr. Executive
Executive
DATAPARK (BD) Ltd is committed to provide quality Product, Competitive price and
Reliable after sales service. DATAPARK (BD) Ltd. is one of the sole Distributor of,
Samsung, Gigabyte, Twinmos, Deluxe authorized distributor of Intel, ACER, Brother,
Gestetner, Planet, Power Pac, View sonic, Micro lab, Power Com, for Bangladesh. We have
a regular satisfactory flow of hardware & Network clients. It offers renowned products to our
honorable clients.
DATAPARK PRODUCT LISTSL No Brand Name Name of Product
01 Processor02 Mother Board03 TFT LCD Monitor04 Notebook PC (Laptop)05 Hard Disk Drive (Desktop)06 Optical Disk Drive (ODD)07 Laser Printer08 Multifunctional Laser Printer09 Large Format Display (LFD)10 Data & Multimedia DLP Projector11 Digital Camera & Camcorder12 Thin Client13 Lapfit LCD Monitor14 Notebook PC (Laptop)15 Desktop PC16 Server PC
17 Notebook PC (Laptop)
18 Notebook PC (Laptop)19 Desktop PC20 Server PC21 Mother Board22 VGA Card / PCI Express23 Chassis24 Photocopier25 Multifunctional Photocopier26 Multifunctional Color Photocopier27 Memory Device28 Flash Drive29 USB Hard Drive Case30 Memory Device31 Flash Drive32 Power Supply33 Cabinet34 Mouse & Keyboard (Optical & Wheel)35 Web Cam36 Speaker & Sub Woofer
● 38% of total IT users of Bangladesh are based on capital city and 59% of total users of
Dhaka are consumer & corporate, 41 % of total users are Govt. & Organizational.
(Source: IT user’s Survey, 2007 by PCWorld)
On the basis of above data we can assume that;
Total economic transaction of It in Dhaka = 64 billion (BDT)
Total economic transaction of Corporate & Consumer =37.8 billion (BDT)
( In DATAPARK (BD) Ltd Corporate Sales Division including Tender section trying to
expand the market share on 64.3 billion (BDT) economic transaction range and the
Corporate sales team leads for the 75% of the mention amount and Tender section leads
25 % of that ,because Tender section deals another 41 % of total economic transaction on
Govt. sector)
3.10 The company competitive conditions:
Strengths: DATAPARK (BD) Ltd has skilled manpower DATAPARK (BD) Ltd has good reputation in IT market
DATAPARK (BD) Ltd is the distributor of the most popular branded
Product.
Weakness: DATAPARK (BD) Ltd is not financially sound
DATAPARK (BD) Ltd has not adequate branch.
DATAPARK (BD) Ltd has not sufficient vehicles
DATAPARK (BD) Ltd has not enough manpower
Opportunities: DATAPARK (BD) Ltd can increase their number of buyer.
IT has ability to expand its business if it can fulfill its above lickings
Within a short time
Threats: IT markets become more competitive day by day
Some time it looses its customer for higher price and lack of rapid after sales
Service
3.11 Financial condition of the company:
DATAPARK (BD) ltd.Balance sheet as on 30th June 2009
Properties and assets: June 30, 2009 tk. June 30,2008 Taka TakaStock 37,517,204.00 22,504,152.00Accounts receivable 48,352,280.00 19,338,978.00Advance, deposits and prepayments 10,899,786.00 8,917,519.00Cash and bank balances 4,445,991.00 3,343,989.00Tangible fixed assets 12,786,814.00 13,786,474.00
Total: 114,002,075.00 67,891,112.00
Capital and liabilities: June 30, 2009 tk. June 30,2008 Share capital 200,000.00 200,000.00Retained earnings 1,486,668.00 1,174,574.00Reserve 3,404,860.00 404,860.00Bank loan 100,059,058.00 56,333,446.00Long term loan 6,000,000.00 9,000,000.00Sundry creditors 212,400.00 326,500.00Provision for income tax 2,365,239.00 377,982.00Liabilities for expenses 273,850.00 73,750.00
Total: 114,002,075.00 67,891,112.00
Properties and assets shown in graphically (Year June 30, 2009)
00.5
11.5
22.5
33.5
44.5
5
Stock A/Creceivable
Deposits Cash &bank
balances
Tangiblefixed
assets
Series5
Series3
Series2
Series1
Note: Amount shown in corer (BDT)
Capital and liabilities shown in graphically:
0
20000000
40000000
60000000
80000000
100000000
120000000
Sharecapital
Reserve Long termloan
Provisionfor income
tax
Series4
Series3
Series2
Series1
DATAPARK (BD) ltd.
Income accountFor the year ended on 30th June 2009
Particulars 2008-2009 2007-2008 Taka Taka
Total income42,893,016.0
020,639,234.0
0
Income from distribution41,801,484.0
020,639,234.0
0Income from supply 1,091,532.00 0.00
Total expenses37,593,665.0
019,694,280.0
0
Administrative expenses27,934,115.0
015,067,740.0
0Financial expenses 9,659,550.00 4,626,540.00 Operating income before tax 5,299,351.00 944,954.00 Provision for tax 1,987,257.00 377,982.00 Balance after tax 3,312,094.00 566,972.00 General reserve 3,000,000.00 0.00
Balance after reserve 312,094.00 0.00 Last year balance carried forward 1,174,574.00 607,602.00 Accumulated balance transferred to balance sheet 1,486,668.00 1,174,574.00
4.1 Sales Executive: A sales executive is one kinds of coordinator. Optimum marketing performance in team
of sales volume, net profit, and long time growth requires coordinator, and sales executive
play a significant role in coordinating. Sales executive is a person who makes
coordination involving the organization, the planning and other elements in the marketing
strategy.
Major responsibilities of sales Executives.
1. Organization and coordination
2. Planning and coordination
3. Coordination with other elements in the marketing program
4. Coordination with the distributive network
5. Coordination and implementation of overall Marketing Strategy
4.2 Sales promotionDefinition: an activity design to boost the sales of a product or service. It may include an
advertising campaign, increased PR activity, a free sample campaign, offering free gift or
trading samples, arranging demonstrations or exhibitions, setting up competitions with
attractive prizes.
Following are the main feature of the sales promotion:
Sales promotion techniques are mostly directed to consumers of packaged goods.
Techniques include all type of specials, giveaways (caps ,pens T-shirt ,etc.) free
samples coupons contest and rebates.
Sales promotion strategies:
There are three types of sales promotion strategies:
1. Push
2. Pull
3. Or combination of two
Push strategies:
Push strategies involve convincing trade intermediaries channel member to push the product
through the distribution channel to the ultimate consumer via promotions and personal selling
efforts. The company promotes the product through a reseller who in tern promotes in to yet
another reseller or the final consumer. Trade promotion objective are to persuade retailers or
wholesaler to carry a brand, give a brand self space , promote a brand in advertising , and
push a brand to final consumer.
Pull selling strategy:
A pull selling strategy is on that requires high spending on advertising and consumer
promotion to build up consumer product. A pull strategy attends to get consumer to pull the
product from the manufacture through the marketing channel.
Combination strategy:
In this strategy often we propose cash back offers and dealer incentives.
Customer promotion tools:
Some of our customers promotions tools are describe bellow:
1. Price promotions: price promotions are also commonly known as price discounting.
These offer either (1)a discount to the normal selling price of a product, (2) more of
the product at the normal price. Increased sales gained from price promotions are at
the expense of a loss in profit-so these promotions we used with care. A product must
also guard against the possible negative effect of discounting on a brand’s reputations
1. Coupons: coupons are another, very versatile, way of offering a discount.
The key objectives with a coupon promotion are to maximize the redemption rate-this
is the promotion of customers actually using the coupons.
For example, sometimes we offer sample to out customers at the time of launching the
product in Bangladesh by giving an ad in newspaper and it was said that by
submitting the cutting of that ad, a customer would get a Product free.
2. Sample: a small amount of product offer to customers for trial is called a sample.
Sometimes we are provides sample product to the customer so that they can justify the
quality of the product. For example we provide free sample of TVS toner to the
customer at the time when it was lunching.
3. Gift with purchase: the gift with purchase is a very common promotional technique.
It is also known as a premium promotion in that the customers get something in
addition to the main purchase. For example: Some times we are provided free tea shirt
if any one purchases a Samsung laser printer.
4. Competitions, prizes, sweepstakes and games: promotional events that give
consumers the chance to win something such as cash, trips or goods by luck or
through extra efforts. Another popular promotion tool with many variants. Most
competition and prize promotions are subject to legal restrictions. For example: at the
time of IT fair we are offer scratch card.
5. Money refund offer: here a customer receives a money refund after submitting a
proof of purchase to the manufacture. These schemes are often viewed with some
suspicion by customers –particularly if the method of obtaining a refund looks
unusual or onerous.
6. Frequent user of the loyalty incentives: Repeat purchase may be stimulated by
frequent user incentives.
7. Advertising Specialty: Useful article imprinted with an advertiser’s name, given as a
gift to consumers. It may be a calendar or key ring, pens, shopping bags, T-shirt, caps
where the name of the product imprinted.
8. Patronage demand: Cash or other award for the regular use of a certain countries
product or service. We are offers special discount to those customers’ who are
purchase our product more frequently.
4.3 The Selling Process of DATAPARK (BD) Ltd.
1. Searching out potential accounts:
Selling Process
Searching out potential accounts
Qualifying prospects and determining probable
requirements:
Confirmation of purchase order:
Product Delivery:
Closing the sales:
Building satisfaction
a. Market Research: We will arrange market research at the end of every quarter to
identify the market demand, rectify the obstacles in branding of Smart
b. Target Market: Target market identification is important task to meet the forecasting,
so that we will define the specific target market for every quarter after completion of
market research. At the beginning of the year we have emphasized on the following
customer segments;
1. Financial Organization
2. Development Agencies.
3. Embassies.
4. Pharmaceuticals.
5. NGO.
6. Garments & Textile.
Using the prospect definition the sales person combs different source for the name of
probable prospects. Source of prospect information include directories of all kinds, news and
notes in trade papers and business magazines, credit reports, membership list of chambers of
commerce and trade and manufacturers associations lists purchases from list brokers, and
record of service requests. Then we are tried to communicate with them through these
following ways:
a. Door to door visit.
b. E-campaign: We have to take a arrangement of e- campaign to inform our
customers about our products & services to attract them.
c. Telemarketing: We can appoint one / two persons as internee to cultivate the clients
over phone and create the sales lead for the sales people.
d. Road Show: We will arrange several road shows at different places around the
corporate regions to make awareness on new technologies to the customer make the
Smart as a brand and collect the customer’s information’s
2. Qualifying prospects and determining probable requirements:
As information is assembled on each tentative prospect, it is easier to estimate the probable
requirements of each for the types of products sold by the company. Prospect with
requirements too small to represent profitable business are removed from further
consideration, unless their growth possibilities show promise. Even after rapping all readily
available information sources, additional information often is required to qualify certain
prospects and personal visits by sales person may be the only way to obtain it. When
requirements are arise of a particular company then we submit a quotation according their