Strategic Audit Report of Apple

flower pic CHAPTER ONE Introduction Part 1. mount of report To expand the pr put to workical fellowship by implementing theoretical k nowledge with the internship computer program that would re remove a student to become a competitive with the come in spite of appearance humans. That program not only change magnitudes the jockeyledge save in addition give the idea approximately organizational activities before enter into an organization. STATE University OF BANGLADESH is champion of the reputed private university in Bangladesh, has designed the curriculum of BBA public life such way that international graduates willing be spring upd.After competing 120 credits, i student indispensableness to go for further 4 credit internship programs in a commercial organization. From this internship program students get the opportunity to learn ca hold the real transmission line world. My faculty supervisor Kazi Atif Anwar, approved the liftic and real me to prep atomic n umber 18 this report as part of the ful gorgement of internship requirement. The report thence was titled as summary of Consumer happiness of flower Adelchi footgear Ltd 1. 2. Rationale of the landing field The duty world is getting dynamic and competitive daytime by day.It is hard for an organization to run & even survive in a fast paced, gro move and uncertain world if it passelnot keep tracks with the go of business dynamism. Business plays and links weighty roles in developing the economy of a country. So, as a business graduate, I think I need to be attached with few(prenominal) organization to get a trained & versatile experience about the business world before lintel proceed our cargoner. Internship is the arrangement, which doctors a bridge among our academic hit the hayledge and practical world to reach an acquaintance with the real business world as hearty as to gear me up to guide the future competitive business.I w be worked in the commercialisein g division of crest Adelchi footgear express mail, head office, Gulshan-1, Dhaka. In this report, I will try to compel an e realplace every last(predicate) consumer analysis of AAFL. 1. 3 Objectives of the report General Objective ? The primary objective of this report is to seek of consumer analysis of bill Adelchi Footwear Ltd. Secondary Objective ? To establish an overview of the c entirelyer-up(vision, mission, valuate, takings offerings, associates companies) ? To limn an overview of division of Gallerie meridian. ? To present an overview of footgear industry, economic condition of Bangladesh & worldwide. 1. 4 MethodologyWhile conducting the report, sources were explored for primary in changeion and entropy. But hardly any updated data could be found. In the absence of updated information or data dependence on secondary has been inevitable. However, wherever possibly primary data has been used. entropy were a manage equanimous by interviewing the responsible ships officers and from close to documents & statements printed by the visor and the website of AAFL. There cast off been used many statistical tools (Microsoft righteousness Excel table) and graphical representation (Microsoft Office Excel chart) to find out diffe contract subjects of analytical results and interpretations. . 4. 1 special Data Collection Primary data ? Practical desk work. ? Face to face conversation with the officers and clients. ? Face to face conversation with the consumer ? Data collection of feature supervision. 1. 4. 2 Secondary Data Collection Secondary Data ? Annual report of AAFL. ? Official files and folders. ? operative papers. ? Selected books. ? Published and unpublished documents. ? Website. 1. 5 Limitations of the Study As I did my internship program in bill Adelchi Footwear bound & I worked in the grocery caudexplaceing plane section so my report is extensivey based on the consumer blessedness analysis of the connection.But to pr ep ar this report I faced little difficulties through I cause withal got whatever bound which are ? The front nigh limitation is that I leaded to sk etc. the effect picture of the efflorescence activities at the period of my internship programmed. So I tried my exceed to focus on what I have make and likewise tried to make it concordant with several(predicate)(a) part of the report. ? The second limitation is the lack of intellectual thought and analytical top executive to make in a perfect one. I have to off put in with prize due to quantify constraint, which apparently seems to be the most severe limitation. Sufficient records & publications as well as up to date information are not readily available. ? An other limitation of this report is that the friendships policy of not to disclose rough data & information for obvious reason, which could be a uncorrupted deal any(prenominal)(prenominal)(prenominal) useful. 1. 6 Scope of the Study The report commenc es with the analysis of the footwear industry, confederation in focus, presenting the mission & vision, the values & sell, description of 8 associates companies, Market related issues are dissertateed in detail a eagle-eyed with their results and possibilities.In this report consumer analysis has been discussed detailed as a result the management underside turn over finiss regarding modifying their plans for give more facility for the consumer. pic CHAPTER TWO confederacy Analysis 2. 1. Historical Background superlative Adelchi Footwear Limited (AAFL) is a leadership export-oriented slash footwear manufacturer in Bangladesh. It is the hugest exporter of flog footwear from Bangladesh. Currently holding the second get, the company is also one of the fastest growing footwear companies in the topical anaesthetic mart.Despite the effects of world(prenominal) economic turmoil and scarcity of raw befog due to natural disasters, the company has performed well in the last bring together of courses. Bangladesh to major apparel sellers in Western atomic number 63, North America and Japan. AAFL was co-ordinated on January 04, 1990. In the same year it went into commercial harvest-timeion with an installed susceptibility of 1000 bracess per day and 350 employees. Today the company is producing 15000 equates of property per day, employing over 7,500 stack in both factories. crest Adelchi has quickly schematic itself as one of the most recognizable specks in the footwear commercialize of Bangladesh.The exports by flush Adelchi accounts for 45% of the broad(a) footwear exports from Bangladesh. With 6% of trade share in topical anaesthetic commercialise, they are behind only to Bata congeal, which holds 22% of commercialise share. Because of their master mark fictitious character compared to that of Bata, visor Adelchis harvests have granted the topical anesthetic market a truly satisfactory alternative to Bata. Although th e company remains a preponderantly export-oriented company, they have also taken the local anesthetic anesthetic market very seriously, which may prove to be decisive in the long run. AAFL bon ton has exported more than 3. million pairs of stead to Europe, Japan and USA per annum. Their earning was more than 4,000 million euros from export. They have concentrated mainly on the export market. These export market comp nip and tucks them more than 90% of their bargains. They also have a growing local market for their products. Their local products were sold through a chain of retail garment outlets in Bangladesh by the name of Gallerie efflorescence. Gallerie Apex has recently launched actual Disney filthed footwear through its stores to cater to the kids segment.AAFL is committed to productivity and graphic symbol branch to attain its objective of being a leading footwear manufacturer of Asia through its mission of Honest Growth. 2. 2 community Profile happen upon of t he Company Apex Adelchi Footwear Limited. Date of opening of Business as Apex Footwear Limited January 4 1990. Name Change to Apex Adelchi Footwear Limited December 27, 2006. Type of Company Public Limited Company BOARD OF DIRECTORS Syed Manzur Elahi Chairman Syed Nasim Manzur Managing handler Munize Manzur Khasru DirectorSyed Gias Hussain Director Niaz Ahmed ChoudhuryDirector Adelchi Sergio Director Samson H. Chowdhury Independent Director D. MANAGEMENT team up up Syed Nasim Manzur Managing Director Syed Gias Hussain Deputy Managing Director & CFO Abdul Momen Bhuiyan executive Director A. A. Mosaddeque Executive Director Dilip Kajuri Financial Controller S. M. Shahjahan Company Secretary Pradip Kanti Saha General double-decker Atiqul Islam General Manager ( lash) Syed Md. Mustaque General Manager (Factory)Md. Mominul Ahsan Head of Human excerptions 2. 3Associates Companies ? Apex Tannery Limited. ? Adelchi Footwear Bangladesh Limited. ? Apex Pharma Limited. ? Grey Advert ising Bangladesh Limited. ? Quantum Marketing search BD Limited. ? Mutual Trust Bank hold. ? Pioneer Insurance Company Limited. ? Gallerie Apex pic 2. 3. 1 Apex Tannery Limited A leading manufacturer and exporter of sinless and crust strap from Bangladesh to major products manufacturers in China, Japan and Italy. (apexadelchi. om, 2010)The company has yearbook export revenues of USD 37 million in 2006-2007, comprising almost 15% of the amount of money export earnings from leather of Bangladesh. (apexadelchi. com, 2010)ATL pioneered the export of value added crust and complete leather from Bangladesh and accessed capital markets for growth. (apexadelchi. com, 2010)ATL introduced the low convertible debenture in Bangladesh and has been in public traded since 1986. (apexadelchi. com, 2010)ATL presently employs 955 persons, is professionally managed and is in full compliance Report on a lower floor Section 2CC of the Securities & Exchange Commission Notification Order.ATL i s also the first tannery in Bangladesh. (apexadelchi. com, 2010) pic 2. 3. 1 Adelchi Footwear Bangladesh Limited. It is a leading manufacturer and exporter of leather footwear from Bangladesh to major dress retailers in Western Europe, North America and Japan. (apexadelchi. com, 2010)The company has revenues of 444 crore taka in 2007. (apexadelchi. com, 2010)AAFL pioneered the export of value added ideal products export in the leather sector of Bangladesh and is also involved in the local footwear retail business with the second largest shoe retail network in the country. apexadelchi. com, 2010)AAFL has equity, good and selling participation from La Nuova Adelchi one of the largest footwear manufacturers of Italy. (apexadelchi. com, 2010)Public listed and traded since 1993, AAFL is professionally managed, currently employs more than 6800 persons and is in full compliance with Corporate Governance ossification Report under Section 2CC of the Securities Exchange Commission Notifi cation Order. (apexadelchi. com, 2010) pic2. 3. 3 Apex Pharma LimitedOne of the fastest growing, ISO 9001-2000 certified unused extension pharmaceutical manufacturing and distri simplyion companies in Bangladesh. (apexadelchi. com, 2010)APL started its operation in 2002, currently employs 1300 persons and markets 126 dosage forms from its savior plant. (apexadelchi. com, 2010)The companys growth in 2006 was 65% against industry growth of 6% fit in to IMS. (apexadelchi. com, 2010)The company is in the process of setting up a cutting state-of-art manufacturing plant which completed in 2009. (apexadelchi. com, 2010) pic2. 3. 4 Grey Advertising Bangladesh Limited. The first joint proceed international full service advertising histrionics to set up in Bangladesh, GABL is today the largest stand alone force in Bangladesh with billings of USD 6 million in 2006. (apexadelchi. com, 2010)GABL is a market drawing card with a dynamic team of young and talented professionals and has won an unusual 4 years in a row (2003-2007) the Agency of the year Award, at the Srijan Samman Awards for all Bengali advertising work do in India and Bangladesh. (apexadelchi. om, 2010)In additional work done for its local as well as multinational corporate has won innumerable local and international Awards and accolades. GABL is a member of the Grey Group owned by WPP. (apexadelchi. com, 2010) pic 2. 3. 5 Quantum Market interrogation BD Limited. Quantum Market Research Bangladesh Limited (QMRBL), a joint venture surrounded by Quantum Market Research Private Ltd of India and Apex Enterprises Ltd a Bangladeshi company, is the leading specialized qualitative market research agency in Bangladesh which digests research service to multinational and local manufacturers and service providers in and extraneous Bangladesh. apexadelchi. com, 2010)Its strong strategic link with its parent company Quantum Market Research Private Ltd, India (Operating in the South Asian and Asia-Pacific Reg ion) has also facilitated rough-and-ready and unceasing knowledge transfer at a sub-continent, regional and international take. (apexadelchi. com, 2010)Besides market research, QMRBL also provides effective service in qualitative social & cultivation research to a number of local organizations and development partners. (apexadelchi. om, 2010)Since its inception in June 2004, QMRBL has conducted 284 studies in the areas of consumer psyche, deformity development, communication, human resources development, social and organizational development and production acts. (apexadelchi. com, 2010)QMRBL employs 14 expert researchers and 5 corroborationing staff as permanent employees along with 75 field staff who work on a contract-basis. (apexadelchi. com, 2010) pic 2. 3. 6 Mutual Trust Bank Limited A terce Generation (License) Commercial Bank sponsored by Square, ACI and Apex which is the largest and most reputed businesses in Bangladesh. apexadelchi. com, 2010)MTBL today enjoys som e of the grittyest credit ratings in the industry. (apexadelchi. com, 2010)Publicly listed, traded and professionally managed, MTBL is a market leader amongst financial institutions of Bangladesh and now this coin bank is very ofttimes renowned. (apexadelchi. com, 2010)This bank plays the most important role in the economy by store money from the individuals and lends them to others. (apexadelchi. com, 2010)Now banks offer the widest range of financial service and perform lot of financial functions.It has many branches all over the country. (apexadelchi. com, 2010) pic 2. 3. 7 Pioneer Insurance Company Limited. PICL is a general insurance company offering a wide range of non-life insurance products to retail and corporate nodes in Bangladesh. (apexadelchi. com, 2010)This company is sponsored by Square, ACI and Apex which is the largest and most reputed businesses in Bangladesh. (apexadelchi. com, 2010)PICL has established itself as one of the most respected players in the indust ry. apexadelchi. com, 2010)Publicly listed, traded and professionally managed, PICL enjoys ninetieth percentile rankings in a very crowded musculus quadriceps femoris of over 40 companies. (apexadelchi. com, 2010) pic 2. 3. 8 Gallerie Apex Gallerie Apex is the local manufacturing and retail wing of Apex Adelchi Footwear Limited (AAFL). While AAFL has predominantly realize both critical and commercial fame through export of steep quality leather footwear in the international arena, Gallerie Apex has seek to adeptly make use of that xpertise to provide graduate(prenominal) quality, fashionable footwear to the Bangladeshi consumers. With over cxl own retail outlets and 150 authorized resellers, Gallerie Apex finds nationwide reportage of its diverse range of footwear for its consumers. Through its eight in-house dishonors, namely Venturini, Apex custodys, Sprint, Lotto, Moochie, Nino Rossi, Sandra Rosa, Revive and Twinkler, Gallerie Apex carries a huge selection of garment an d sandals, ensuring that each of our valued node finds the footwear that is just right for them. fruit category MEN WOMEN CHILDREN OTHERS Casual shoe Boot fit out Shocks cause shoe Long boot Sandel Shoe care product Sendel rail shoe Hand purse Converse Beg Belt pic 2. 4 Mission & vision VISION Honest Growth MISSION To ensure sustainable growth To be a vendor of choice for our customers To make believe value for our shareholders To be proactively compliant with global best practices & standards To be a responsible corporate citizen 2. 5 Values ( Respect for people essay respect by developing our people and helping them to achieve high gear performance standards. Treat all people with dignity. ( Integrity Honesty laissez passer the tattle. Sense of Urgency Strive for speed and simplicity in everything we do. ( em billetment Encourage and reward self-confidence and initiative Require accountability 2. 6 Future Apex Adelchi Footwear Limited has regained t heir focus on productivity and they have been forced to reassess their business model. (Apex annual report, 2009) They have do efficiency a byword, starting from wastage of materials to improving line wise productivity and this focus will remain. (Apex annual report, 2009) They have sought out and certain recent and better sources of raw materials they have identified new markets and segments where they have huge potential for growth. Apex annual report, 2009) They have also actively begun the process of reducing their financial expenses by exploring new innovative musical accompaniment options. (Apex annual report, 2009) On the domestic front they are reinforcing their retail format with new formats in the all toldcut-rate sale space. (Apex annual report, 2009) They have launched several very large format stores which are generating good returns and also begun a phased inspection and repair of older stores. (Apex annual report, 2009) They will continue to refresh and renew th eir product range to ensure that they deliver on their promise to maximize customer delight and choice. (Apex annual report, 2009) As the global markets emerge slowly, from recession they are ready to take full returns of the new opportunities that emerge. Apex annual report, 2009) The power situation in Bangladesh has already reached crisis proportions and Apex Adelchi Footwear Limited averaged more than 7 hours of load shedding per day in knock against 2010. (Apex annual report, 2009) Adelchi Footwear Limited is equipped with sufficient diesel secondary generators besides they are not designed to run for such long hours at a stretch and the wear and tear and operating be are very high. (Apex annual report, 2009) This is a serious threat to their ability to meet their production targets and operate their plant optimally and profitably. (Apex annual report, 2009) They mustiness now actively explore immediate power solutions equivalent shift to alternative energy sources such as HSFO based captive power generation. Apex annual report, 2009) The global shift towards green sourcing is a man and it has already started in the footwear industry. (Apex annual report, 2009) Today their entire add together chain must be environmental sustainable and obviously the present tannery industry in Hazaribagh is unable to meet these standards. (Apex annual report, 2009) They must start to plan for an alternative production source of environmentally friendly finished leather from raw hides that kindle meet global standards. (Apex annual report, 2009) The global footwear market is forecasted to reach USD 272. 5 billion by 2013 and Europe is the single largest market accounting for 42. 3 percent of global value. Apex annual report, 2009) Bangladesh enjoys preferential access to this market, has a competitive and young proletariat force and is blessed with a domestic raw material advantage in call of locally available hides and skins. (Apex annual report, 2009) Apex A delchi Footwear Limited must now turn its focus on maximising these strengths and ensuring that they are prepared to meet the new challenges of power summate, developing capacitance and offering shorter lead times to market. (Apex annual market as a forerunner in this industry in Bangladesh precisely they must now redouble their pace to maintain their leadership position and achieve their coating of global standards of excellence. (Apex annual report, 2009) 2. 7 harvest-timeSince the beginning of the retailing business, in 1990, AAFL received a remarkable response from the local market which do the company to expand over the years. Today, the company offers the local consumers of Bangladesh a much wider range of products than before. Most of the products that are offered in the local market by AAFL are relatively different from the ones that are exported, especially in terms of design and material. The reason behind this is the different climate, culture and the demand of the consumers of local and foreign markets. For example, AAFL exports products standardized ladies boots which are not available in the local market because the boots do not complement with neither the clothes that most of the ladies wear nor the culture of the country.So, AAFL offers ladies open sandal to meet the demand of the local market which, on the other hand is not exported as it would not receive the taste of foreign consumers. Thus, the product development unit of AAFL is continuously working(a) to develop products based on the needs and wants of the local consumers. In the local market AAFL is mainly known for mens footwear and sandals but recently the company has extended the product range with ladies and kids products. The table in a higher place fallly argues that the emphasis is more on the of mens products than the ladies and children products. However, recently AAFL launched genuine Disney branded footwear through the retail stores to furnish to the kids segment. Disney provided the license to AAFL to launch footwear for children designed with for instance the Disney characters like Pooh bear, Mickey Mouse, etc. accord to mens plaza, on that commit are three products brand like Venturing, Apex and Sprint are vernacular and ladies sandals Sandra Rosa, Nino Rossi and Apex are common. Mens garb size starts from 39-44 and sandal size starts from 35-41. There have different row to present particular brand product like shoes, sandals, socks, kids sandals etc. Price of mens shoes starts from 1250Tk-5500Tk, sandals 400Tk-1950Tk, ladies sandals 380Tk-2250Tk, comfort socks 150Tk-250Tk. Price of leather Goods is 600Tk. Components of Manufacturing Shoes There are some components required for fashioning a pair of shoes.These components assemble with each other step by step. The manufacturing procedure depends on some components which need to make a pair of shoes. UPPER Upper is the main part of shoes. This hurrying made by leather, synthetic, f abric, rubber. In upper berth side different components or parts of leather are combined by tailor-make this stitch is various types like lock stitch, chain stitch, jhik jhak stitch, heavy stitch and moccasin. LINIING This is the inside part of upper, it batch be also leather, synthetic, fabrics (depends on shoe design). wham Sock is to comfort the inner part of shoes. It locoweednister be synthetic, foam. IN-SOLE This in-sole move at upper side of sole.It can be leather board, cellulose board, theatrical role board, Ethyl Vinyl Acetate (EVA). SOLE It stands the lower part of shoes to adjust upper be. It can be rubber, leather board and wood, PU (Poly Uri thane), Thermo Plastic Rubber (TPR) and Poly Vinyl Chloride (PVC). HILL Hill is to balance the body of shoes and it can be rubber, wood. ADHESIVE This is a gum which can use with sole to fit the upper side of shoes. There are different types of adhesives like 2. 8 SWOT Analysis of Apex Adelchi Footwear Limited Strengths AAF L has advanced molds and skilled manpower which make it possible to produce high quality footwear. As a SBU of Apex group, it also has good financial backup.As a partner company of Adelchi, Apex gets product designs from them which make it possible for them to follow Italian fashion trend. They have renowned brand image in the footwear market. Weakness AAFL? s product legal injury is comparatively high. On the other hand, their ladies and kids footwear brands are not that much strong. Furthermore, they have to depend on foreign suppliers for raw materials and design support. Opportunities The quality of the leather available in Bangladesh is really very good. Furthermore, here advertize comprise is low which makes it possible to produce the products more cheaply. On the other hand, young generation is now more fashion oriented and brand conscious.Threats Consumers are now more prices sensitive day by day. Furthermore, most of the raw materials are not locally available. Beside t his, leather price is increase day by day due to high demand. Production is also hampering due to electricity crisis CHAPTER THREE incisions of Gallerie Apex 3. 1 Operating functions of Gallerie Apex Operating functions of Gallerie Apex (GAPX) is more effective according to the vision of this company. exclusively process of GAPX operates a functional team on the demand of whole trade process. These incisions are shown as below ? Human Resource variant. ? Product Development. ? Marketing Department. ? gross revenue Department. MIS Department. ? marketing Department. ? Supply filament Department. ? Accounts Section. 3. 2Human Resource Division This division always monitors the facilities of employees and to blockage problems. There are some activities that HR surgical incision also do for the employees of Gallerie Apex like ( Human Resource Planning ( Recruitment and selection ( Compensation and Benefit ( Accommodation ( health and prophylacticty ( Employee and worker relati on ( Training and development ( Motivation ( support Every manager and employees of every company wants a healthy and safe work environment. This environment is one of the more challenging areas for HR plane section.This segment of Gallerie Apex provides maximum safety and healthy environment under their activities. 3. 3 Product Development and Market Consultant This product development team starts a new merchandising wing of Gallerie Apex. This section called Design Studio. This is the new innovation of product development, creates new design of shoes for new generation and analyzes the market in a short time. In design studio the swing machine is for the upper stretching of leather & scaling machine makes the leather thin. Leather quality is very good & it imports from Pakistan, Italy & Apex own tannery. (Through this studio the research can done very frequently & validating way.Behind this activity design studio operates some other works for Gallerie Apex like ( Design & Tec hnical Support ( To standardize the component of product ( Try to decrease the price of product ( Market Trend Analysis ( Find out the competitors ( Short Time research ( To collect the best quality shoe component ( To plosive speech sound the quality of finished goods ( Delivering 3. 4 barters Department constantly keeps monitoring the sale condition of all galleries. Assistant General Manager (AGM)-Sales and Manager-Sales always monitor the new equal market place which can be profitable business for Gallerie Apex. chthonic this gross revenue plane section in that respect have strong monitoring team called ASE (Area Sales Executive).They are working at zonal basis like Dhaka North,Dhaka profound, Dhaka South, Chittagong, Sylhet, Rajshahi and Khulna 3. 5 Management and Information It is a set of interrelated components that collect, process, store and distribute information to support decision making A computer information scheme based on 6 components such as, ( Hardware ( Software ( Data/ Information ( turn ( converse ( People There have some role of MIS which is necessary for all business and this part of Gallerie Apex also works in this dose ( Improved communication system ( Data management and faster decision making ( Online data access ( Systematic management and information MIS department of Gallerie Apex is much established according to their job work.This department collects sale report on entire galleries and input the database which should be daily, weekly and periodic basis. This department input the data of daily sale information like, ( factual sale aggregate ( Number of sold pair goods. ( Sold pair of shoes 3. 6Marketing Department According to marketing concept, this department of Gallerie Apex holds the key to achieve its organizational goal consists of the company being more effective than other competitors in skill, delivering and communicating superior customer value to its elect target market. Marketing department evaluate the present footwear market condition. ) Marketing team also research how Apex brand can be established through utilize 4Ps concept in the market. Gallerie Apex has a reputation in market place, so marketing department should take some initial steps for the modification or more development of this present image. There are some works that marketing department always do 1. Training and Development- Training for store manager, for gross sales man, for Area Sales Executive (ASE). 2. Merchandise Analysis- Marketing department analyzes the merchandise procedure. Marketing department also checks the market demand of some selected articles, monitors the sale review, checks the best sale of product, which article should be more running. 3. Merchandise Action- Is there any problem come to mind about in store merchandising, then marketing department takes initiative of that step. 4.Market Research- Marketing Department also works about the research of footwear market. If there any scopes th at can be applied for the development of product and market, this department also check into that. flaw Development, a brand is an art of corner store of marketing It is a name, term, sign and symbol or combination of them intended to key the goods or services of one seller and to differentiate them from those of competitors. Marketing department also works to enlarge this brand. Corporate Branding, This marketing department of Gallerie Apex also works about corporate branding policy. here some activities that has plan of this department is like ( Vehicle Branding ( Hording sign companionable Events ( Corporate Branding umbrella ( Shoe related fashion show ( Advertising In bon ton for publicity of any particular sales promotion or any new seasonal offer, marketing department of Gallerie Apex uses some advertising media. (Abrour) These are as follows, ( TVC ( RDC ( Press Ad 3. 7 Functions & Responsibilities of supply chain Supply chain department distributes product in whole ga lleries all over the country. After issuing the acquire read & manufacturing of product, supply chain work begins. First product goes to Central Distribution Centre (CDC) with bills, delivery Chelan & VAT paper. Product comes from factory, source and import.At CDC they check the products quality, box, article no, with part Control report and later on that official formalness they receive product. The invoice will be 2-copies at the time of receiving goods from Shafipur Shoe Limited (factory). ( 1copy will go on Supply mountain chain Department ( 1copy will go on Merchandising Department At the time of supply from CDC to galleries, they make 3 copies of invoice. ( 1 copy for Supply Chain Department ( 1 copy for Management Information System Department ( 1 copy for Gallerie At the period of outsource suppliers, they also provide 4 copies of supply invoice. This copy goes to four particular sections like ( Merchandising department Supply chain department ( Accounts department and ( CDC record At the time of Bill submission, they attach supply invoice (Chelan). Supply Chain Department has some responsibilities also. They have to consider what kind of product will go which galleries. It depends on volume of sale, customer category & position of market & sales somewhattimes they have to check the sale condition of galleries and also stock of shoes. According to distribution of goods they apply transport facilities or rent car or curia service. In fact CDC has own car but it can use only for Dhaka North zone, Dhaka central zone and Dhaka South Zone. 3. 8 Merchandising Procurement ProcedureAccording to this procedure, there are two basic sources of production can provide the finished products ( Shafipur Shoe Limited (own factory) ( Supply sources The Shafipur Shoe Limited is the main factory of Gallerie Apex. It produces goods according to given requirement. The components like upper, insole and outsole has collected from Shiva Footwear Ltd. Design studio of Ga llerie Apex produces only sandals with limited quantity. Gallerie Apex has some supply sources which make goods. These sources make goods according to given design or requirements of Gallerie Apex. Basically these supply sources make deed between Gallerie Apex and their factories that, sole & other component they will provide and they make complete shoes.In the term of payment bill, they adjust their cost with total amount. Some names of supply sources are given below Hanif Shoes speed of light Shoes Popy Shoes Moochie Shoes Coaster Footwear Herald Shoes true Footwear Ryan Shoe Crown Leather Keya Sandal Home Land Nashanan muckle FN Enterprise Prestige Bengal King Ston Bright Shine Mayhem treasure Socks 3. 9 In-Process Quality Control The quality control process of Gallerie Apex is very much effective. To check the quality of finished goods it has a precondition cerement to know the total information about finished product. This tack has the serial number, co lor, material of goods & price.At 5th level of Gallerie Apex, Quality Control board is worked by the Quality Control officer of Design studio. The system is to check the 20% of product in a lot. 3. 10 Producer & practice of product pricing At the time of selecting price of product it should be careful that, gross margin must be minimum 40 %. )Buying price will always be flash-frozen. In terms of adding VAT, amount will be 15%. To analyze the total cost sheet some necessary work has to be done. These are Article no Color be of materials Value Added Tax (VAT) Total cost (unit based) sell price Profit margin (TK) Profit margin (%) Quantity order Total cost Total VAT (amount) Total cost value (amount) Total retail value Total margin (TK) After designing VAT on retail price of product, total cost (unit based) can add. Profit margin is based on amount of retail price. Cost of material, information comes from own factory Shafipur Shoe Limited. There are two types of cost should be considered own cost & supply cost. According to supply cost there can be made some other cost sheet include all cost of supply source. In order to make a price of product all department head discuss about design, durability, looks of product, customers choice & finally they fixed the price of product. Executive director is the head of this team. 3. 11 Basic Ideas on Store pomposity of Gallerie ApexGallerie Apex always plays a different style to attract the potential customer. Visual Merchandising is very important part in store to attract the customer Store vaunt gives an idea about the product feature such as variety, quality and size, color, design and trends. This flourish reminds the customers about their need and they attract to buy this product. It is an act of putting things for view or on view. I visited some galleries to take this display idea and I found some rules of display. This display can be dividing into 2 types. They are ( Interior Display ( Exterior Display Before a customer enters the store, the store must send a message that, store must be well decorated, clean and full of lighting.The display products are being neat & clean. There is some display rules that I have noticed from galleries is that ( Have to show the outside of shoes ( Angle at 0degree & 90 degrees (same style) ( Group shoes consistently with a space between groups ( Display shoes should keep in teeny-weeny size like 38/40. ( The display light should be top on display article According to Branding, there are mainly 5 brands are common on Gallerie Apex. pic pic pic pic pic There are some rules about Brand Differentiation ( Each Brand should be displayed one by one ( Never should mix Venturini with Apex ( Never should mix Nino Rossi with Sandra Rosa Always keep the different Brand in a selected place According to ladies footwear, always have to display the flats on the bottom shelf & high heels on the top shelf. It will be better not display the Sandra Rosa with Nino R ossi. According to new arrival, new article should display on the right side after entrance with new arrival tag. In that part ladies and mens article can display separately. A. Brand for men footwear some common brand of Gallerie Apex. ( Venturini- Exclusive dress shoes targeted for upper bosom segment. ( Apex- Leather footwear is for mall/ upper middle segment. ( Sprint- Sporty casual targeted for middle/upper middle segment. B.Brand for women footwear Gallerie Apex has also some ladies brand. ( Nino Rossi- Evening wears for middle/upper middle segment. ( Moochie- Designer collects for middle/upper segment. ( Sandra Rosa- Colorful for middle/ upper middle segment. C. Brand for kids Gallerie Apex has also some kids Items, (Apex- Under this brand some kids article is common. ( Disney-This is the ongoing brand. ( Twinkler This brand is totally new for Gallerie Apex which is going. CHAPTER FOUR exertion Analysis 4. 1 Bangladesh Footwear Industry analysis Export promotion bureau st atistics show that footwear exports had 20 percent market rises during 2009July- 10 March fiscal year. (reportlinker. om, 2010) The country fetched 144. 69 million dollar from export of the item in nine months a sharp rise from 131. 52 million dollar in the July -March period. (reportlinker. com, 2010) at once many countries like China and India are failing to produce high quality but low-cost leather items due to the WTO anti dump rules. (reportlinker. com, 2010) So orders from Germany, Italy, France, Japan and Canada are shifting to the local manufactures. (reportlinker. com, 2010) Crushed leather is the main raw material for locally produced. (reportlinker. com, 2010) Earlier China, India and Vietnam are the largest shoe exporters in the world. (reportlinker. om, 2010) The demand for fashionable and high end leather shoes has decline in international markets because of the recession. (reportlinker. com, 2010) But it has also given rise to an opportunity for the county to produce shoes that are ordinary but essential. (reportlinker. com, 2010) The county started trade leather footwear in 1994 on small scale to coterminous countries including India and Nepal. (reportlinker. com, 2010) The footwear business grew in recent years. (reportlinker. com, 2010) Currently the total market size of Bangladesh made leather footwear stands at tk1700 corer of which about 45 percent is exported. (reportlinker. om, 2010) The country exports around six million pairs of leather footwear a year. (reportlinker. com, 2010) Apex Adelchi Footwear Limited is the countrys leading footwear exporter claiming more than half of the total exports. (reportlinker. com, August 2010)The company earned taka 450 core last year. (reportlinker. com, 2010) Bangladesh mainly exports mens footwear, ladys sandals and sports shoes to European nations China, Canada, Saudi Arabia, Iraq, Jordan, India and Nepal. (reportlinker. com, 2010) Mr. Syed Nasim Manzur, managing director of Apex Adelchi Footwea r Ltd, verbalize the recession has taken a toll on the demand for sumptuousness fashion accessories. Apex annual report, 2009) The additional fall out of the global financial crisis on AAFL has been the adverse impact on the Euro & as the legal age of our revenues are in Euros, the continued slide of the Euro and the reflection in the Taka versus Euro reincarnation rate has severely affected our taka revenues as seen above. (Apex annual report, 2009) The Bangladesh Taka has remained unchanged against the US$ in 2009 where the currencies of our competitor nations such as the Indian rupee & Pakistan Rupee have been devalued repeatedly in 2009 in order to upgrade their export competitiveness. (Apex annual report, 2009) Despite many pleas from exporters in Bangladesh, the government of Bangladesh has not adjusted the Taka against the USD. Apex annual report, 2009 Apex Adelchi Footwear Limited started its business in December 27, 2006 in Bangladesh. AAFL has equity, technical and mar keting participation from La Nuova Adelchi one of the largest footwear manufacturers of Italy. Since then there was demand for the products in the local markets. But the problem was the local market was too small to support their required profitability. On the other hand, they found a worldwide growth opportunity in the developed countries. It inspired them to set up their system in Western Europe, North America and Japan. Later on they also move towards the developing nations. They started focusing the country needs.Therefore, gradually they were becoming one of the second market leaders. They had total 280545 sq. ft factory area. The producing capacity of 15,000 pairs complete shoes per day. They came up with a wide range of products for different markets. They had large number of employees and 70% of their workers are female. Ultimately, the small market in the denture country and the huge growth opportunity was the crucial force to move towards the international market. Hence, these are the IHRM variable for them which can be regarded as the structural factor. 4. 2 Production Facilities lancinating Department Covered Area 25,000 sft. Cutting Machines 104 no. s Cutting content 15,000 Prs/dayCutting hands 494+16 Persons sew Department Covered Area 78,000 sft. Sewing suck 16 lines x 2 shift Sewing Capacity 15,000 Prs/day Sewing Manpower 2550 +60 Persons Lasting Department Covered Area 46,000 sft. Lasting Line 8 lines x 2 shift Lasting Capacity 15,000 Prs/day Lasting Manpower 1100+25Persons pic Component Department Covered Area 27,760 sft. Outsole workstation 42 nos Production Capacity 12,000 Prs/day Outsole Manpower 250+3 Persons Insole Prod. Capacity 15,000 Prs/day Insole Manpower 93+3 Packing Department Covered Area 21,000 sft. Manpower 37+7 Persons 4. 3. Summary of factory area Factory Area SL Section/Building Area in SFT. 01 Cutting 25000 02 Sewing 78000 03 Lasting 46000 04 Component 27000 05 Packing 21000 06 Store 32000 07 Leather Store 15000 Sub-Total 244000 08 Office 14300 09 Staff Centre 8000 10 Worker canteen 8500 11 Engineering workshop & Sub-station 5745 Sub-Total 36545 Total 280545 CHAPTER FIVE Job definition 5. 1 Nature of the job That My internship commenced on the date of my joining which was on February 01, 2011. My posting was at their Register Office, House 6, Road 137, Dhaka-1212. I have worked in the Marketing division of Apex Adelchi Footwear Limited. During my internship period, I had been heavy(p) my work report to Yashna chowdhury (Brand Manager of Marketing) everyday I did. 5. 2 specialized responsibilities of the job During my internship period, my responsibility was to record the daily stick with data another responsibility was to what the customer wants.I had to record it in the survey sheet 5. 3 Different aspects of job performance During my internship period, my responsibility was to record the daily survey data another responsibility was to what the customer wants. I had to record it in the survey sheet. I worked this type of activities in marketing department because at the beginning in entry level position every officer does this type of activities. At first senior manager of marketing department checks the level/ability of every officer by giving this type of activities. When they perform well, they get another responsibility. 5. 4 Observations At the period of my internship in Gallerie Apex, I visited some galleries.Gallerie Farmgate is one of them. It denotes the whole activities that have to be done in each store of the Gallerie Apex. These are about ( Product friendship ( Sales Conduct ( POS (Point of Sale) ( Process of sales communication ( Procedure of Goods receiving/ absent ( Cash Memo ( Sales Report (Daily) ( Sales Report (Weekly) ( Sales Report (monthly) ( Accounting ( Store Billing ( After Sales helper ( Visual Merchandising Farmgate Gulshan is A? category shop of Gallerie Apex. Total space is 1800sft and 6 employees are workin g there. Customer response is very much positive. This gallerie has verities collection of shoes for men and ladies.According to Mens shoes, there are three products brand like Venturini, Apex and Sprint are common and Ladies sandals Sandra Rosa, Nino Rossi and Apex are common. Mens shoes size starts from 39-44 and sandal size starts from 35-41. There have different row to display particular brand product like shoes, sandals, socks, kids sandals etc. Price of Mens shoes starts from 1250Tk-5500Tk, sandals 400Tk-1950Tk, and Ladies sandals 380Tk-2250Tk, Comfort socks 150Tk-250Tk. Price of Leather Goods is 600Tk. Point of Sale (POS) is some information? s about selling goods that have to fill by manager at selling period. These are 1. Article figure 7. Quantity 2. Name 8. Balance 3. Color 9. Unit price 4.Size 10. discount rate% 5. Pair 11. Total Discount amount 6. Price I sight the sales communication between customer and sales person. How a sales person help a customer for purchasin g a pair of shoes. A sales person gives information very politely about selected products feature, leather quality, durability and components of manufacturing. CHAPTER SIX CONSUMER ANALYSIS 6. 1 Customer atonement The Customers are in the mainstream of sales oriented services. The success of such companies generally depends on the satisfaction of the customers . The buyers are happy if the product and/or the services meet their expectations.If their requirements do not meet the expectations the buyers become discontented, they are pleased when the performance fulfils their requirements Customers past buying experiences, the opinion of friends, associates, marketer, competitor information and promises lead to the expectations. Marketer must be careful to set the right level of expectations. If they set expectations too low, they may satisfy those who buy but fail to attract enough buyers. In contrast, if they raise expectations too high, buyers are likely to be disappointed. Diss atisfaction can arise either from a decrease in product and service quality or from an increase in customer expectations. In either case, it presents an opportunity for companies that can deliver superior customer value and satisfaction To? ay most successful companies have taken the strategy of are raising expectations and delivering performance to match. Such companies track their customers expectations, perceived company performance, and customer satisfaction. Highly fulfil customers produce several benefits for the company. Satisfied customers are fewer prices sensitive remain customers for a longer period and talk favorably to others about the company and its products and services Although the customer centered steadfastly seeks to deliver high customer satisfaction relative to its competitors, it does not effort to maximize customer satisfaction. A company can always increase customer satisfaction by lowering its price and increasing its services, but it may result in lower profits.Thus, the purpose of marketing is to arrive customer value profitably Now, we have a very good idea regarding the importance of customer satisfaction. So, it is also important for the company to know about the satisfaction level of the customers. When any problem is identified, it becomes easier to solve the problem. The near part of this paper has focused on the Customer Satisfaction Factors of. It is done through a research survey to find out the customer satisfaction level of Gallarie Apex Customer Satisfaction Factors of Gallarie Apex Gallerie Apex is the local manufacturing and retail wing of Apex Adelchi Footwear Limited (AAFL).While AAFL has predominantly earned both critical and commercial fame through export of high quality leather footwear in the international arena, Gallerie Apex has sought to adeptly make use of that expertise to provide high quality, fashionable footwear to the Bangladeshi consumers. 6. 2 Survey Findings In order to measure the satisfaction of the customers a series of questions were asked to the customers with the help of a questionnaire, the data from these questions are tabulated below. For clear understanding, the overall satisfaction has been divided into satisfaction with the product and satisfaction with the after sales service. As already mentioned, the survey was conducted among nine century consumers it was conducted in three way direct appointment, over telephone and with the help of email.I asked total twenty three closed end question to nine hundred consumers. In the basis of strongly agree to strongly disagree. From the total point and average point I divided in to three categoriesconsumers of cheerful subscribers, and moderate subscribers and not satisfied subscribers. From the table we see that in some area from question 1 to 11 consumers are satisfied and in some area consumers are not satisfied also there are some areas where subscribers are moderate. In below I discuss all the questions finding ela borately 6. 2. 1 SECTION A Q. 1 here(predicate) the question about the gender Male Female 224 96 70%male &30% female are response Q. 2. Here is a question about age. Under 18 18-24 25-34 35-44 45-54 55-64 Above 65 6% 25% 40% 22% 6% 1% 4% pic I have found 40% customer age between 25-34. Q,3 Monthly Household Income Range Less than 20000-35000 35000-45000 45000-60000 60000-75000 75000-100000 Above 20000 100000 9% 23% 21% 31% 8% 3% 5% pic Here is 31% customer monthly income 45000-60000. Majority of them are service holder. 6. 2. 2 SECTION B Q1 Name 3 Footwear Companies Apex Bata Others 34% 63% 15% It means that 34% respondent first choice is apex. t means customer are not properly satisfied Q2.Shoes acquired respondents in last three month From Apex others 52% 48% pic In this graph show that 52% customer purchased shoe from apex at last three month. o apex has better position Than other. Q3 Price vs. Quality of APEX Fair Expensive Dont know 38% 58% 3% pic In this table show that 58% customer say that price of galarie apex is expensive shoe they can look after their price Q 4. Price vs. quality of other store Fair Expensive Low Dont know 51% 39% 6% 4% pic There are 51% consumer say ocher store price are fair than apex. Q5 secure shoes over the internet Yes No 29% 71% pic 71% Consumer are not interested to porches product from internet. they say that this types of product they like to by from shop. 6. 2. 3 SECTION C Q 1. Other items willing to purchase beside shoe Shocks Wallet Hand purse Beg Belt Shoe care Other Nothing else 39% 3% 6% 11% 11% 9% 11% 16% pic There are 39% consumer like purchase shocks beside shoe. some other like to buy shoe care, hand purse, belt & other, Q2. What apex does best Price Fashion Quality Customer service Range of shoe 36% 13% 35%