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Executive Summery

This report Efficiency of Customer Services of Crop Care & Public


Health Department is a presentation of 3 months long Internship
Program as a part of academic requirement of the Masters of Business
Administration (MBA) Program. The report is prepared under the guidance
of organization supervisor in ACI Limited, Mr. Bashir Ahmed, Product
Manager, Crop Care & Public Health Department and faculty supervisor
Mr. A. N. M. Ishtiaque, Assistant Professor, Department of Marketing,
University of Dhaka. My internship supervisor in ACI assigned me this
topic and my faculty supervisor approved the topic.
The report has four major parts. The first one is the Introduction part;
in which the Objectives, Scope of the research, Methodology and
limitations were discussed.

Secondly in the Organization part which contains an overview of ACI


Limited. Here, I talked about the company profile, the background of the
company, its mission, vision, values, business units, quality policy,
business performance and Crop Care & Public Health Department of the
company.
Result part is the third one, which contains the findings about the
efficiency of customer services. I have collected the data from the
primary sources, which helped to collect the accurate data from the
respondents. I have collected the primary data through In-depth
interview and Questionnaire from the Product Officers, Customer Service
Officer, 10 Area Managers, 64 Marketing Officers & 25 Stockiests of
different companies in Manikgonj and Chandpur. The survey questionnaire
is designed by dividing four parts product-based service, credit policy,
promotion-based
structured

&

personal-based

questionnaire

is

services

designed

for

for

the

the

area

stockiests.
managers

and

marketing officers.

Recommendation part is the most important part. It contains all the


analysis

of

the

primary

data

(field

survey)

along

with

the

interpretation. In this research, I have tried to recommend some key


features for improving the efficiency of customer services of Crop Care
& Public Health Department. I have given importance on the quality of
package and carton, credit days, bonus offer, training program,
promotional materials, reward system, communication, customer
suggestion,

employment

of

local

persons

etc.

These

recommendations are based on the findings of the study. The study


reveals that the importance of customer services is increasing day by
day. If the company can offer the customers an affordable customer
services, the company can get more competitive advantages & earn a
huge profit.

CHAPTER - ONE

Introduction

1.1. Origin of the Report:


This

internship

report

was

prepared

as

compulsory

requirement for the MBA degree. From the program office of


the Department of Marketing, University of Dhaka, I was placed
as an intern in ACI Limited. The project is titled To measure the
3

efficiency of current customer services and to identify the key


points for improving the efficiency of customer services. The
project was assigned to me by my supervisor at ACI Limited,
Mr. Bashir Ahmed, Product Manager, Crop Care & Public Health
Department of ACI Limited. It was overseen by my faculty
advisor Mr. A.N.M. Ishtiaque, Assistant Professor, Department of
Marketing, University of Dhaka.

1.2. Objective:
1.2.1 Broad Objective:
To measure the efficiency of current customer services & to
identify some key points for improving the efficiency of
customer services for getting competitive advantages.

1.2.2 Specific Objectives:


To achieve the broad objective the following specific objectives
are required to be achieved.
1. To identify the customer services of the major market
players of Crop Care & Public Health.
2. To analyze the customer services of pesticide industry of
Bangladesh.

3. To compare the marketing strategies of all the major


pesticide companies in Bangladesh and to find which
marketing strategy the clients prefer.
4. To find out the proper marketing strategy for CC & PH
Department of ACI Limited to increase their efficiency of
customer services.

1.3. Scope of the Research:


This report is basically a requirement of ACI Limited to measure
the efficiency of current customer services & to identify some
key points for improving the efficiency of customer services.
To know the customer services of the major pesticide market
players in Bangladesh, the detailed customer services are the
main focus of this research. All the organized bodies related to
pesticide sector are the major considerations of this research.

1.4. Methodology:
To collect the detailed information, I basically separated the
respondents in three different divisions 1) Product manager,

product officer, customer service officer 2) Area manager,


marketing officer, sales officer and 3) The stockiests.
In depth interview of the first respondent division has been
scrupulously scrutinized. Both formal question answer session
and informal discussions were the part of this research. Primary
interviews of the second & third respondent sections have been
made, which was a questionnaire based interview. Convenient
sampling method was applied for selecting the interviewees.

1.5. Limitations:
1. The main problem is that, there are not enough
secondary

research

materials

and

published

information available in Bangladesh.


2. The companies dont publish anything about the
customer services.
3. Since the competition is increasing day by day, the
researchers are not focusing this subject well enough.

4. The information regarding the competitors is difficult to


get.
5. The research only covers the stockiests of Manikgonj &
Chandpur.

Chapter - Two

About The Organization


2.1 Company Profile at a Glance:

Company Name

: Advanced Chemical Industries (ACI)

Limited

Address

: ACI Centre, 245, Tejgaon Industrial

Area,
Dhaka-1208.

Phone

: +88-02-9885694

Fax

: +00-02-9886029

E-mail

: INFO@ACI-BD.COM

Web Page

: WWW. ACI-BD. COM

Company Logo

2.1.1 Strategic Business Units:


Pharmaceuticals
Consumer Brands
Agribusinessa) Crop Care and Public Health
b) Animal Health

2.1.2 Subsidiaries:
ACI Trading Limited
ACI Formulation Limited
Apex Leather crafts Limited
ACI Salt Limited
8

2.1.3 Executive Management:


Mr. M Anis-Us-Dowla

Chairman

Dr. Arif-Dowla

Managing Director

Mr. M Mohibuz Zaman

Chief Operating Officer,


Pharmaceuticals.

Dr. F H Ansarey

Executive Director,
Agribusinesses.

Mr. Azmal Hossain

Executive Director,
Trade.

Mr. Syed Alamgir

Executive Director,
Consumer Brands.

Mr. Muallem A Choudhury

Executive Director,
Finance & Planning.

Mr. Towfiqur Rahman

General Manager,
Operation.

Mr. Priyatosh Datta

General Manager,
Quality Assurance.

Ms. Sheema Abed Rahman

General Manager,
Corporate Service.

Mr. Pradip Kar. Chowdhury

Financial Controller

2.1.4 Financials (Year Ending December 2004):


Authorized Capital

Taka 500 Million.


9

Paid-Up Capital

Sales
Profit after Tax

Taka 161.70 Million.


:

Numbers of Employees

Taka 2,558 Million.

Taka 89.52 Million.


:

2161

2.2 Background:
ACI was established as the subsidiary of Imperial Chemical
Industries (ICI) in the East Pakistan in 1968. After independence
the company has been incorporated in Bangladesh on the 24 th
of January, 1973 as ICI Bangladesh Manufactures Limited and
also as Public Limited Company. This Company also obtained
listing with Dhaka Stock Exchange on 28.12.1976 and its first
trading of share took place on 09.03.1994. Later on May 05,
1992, ICI Plc divested 70% of its shareholders to local
management. Subsequently the company was registered in the
name of Advanced Chemical Industries Limited. Listing with
Chittagong Stock Exchange was making on 22 October, 1995.
Advanced Chemicals Industries (ACI) Limited is one of the
leading conglomerates in Bangladesh, with a multinational
image. ACI is a Public Limited Company with a total number of
19,653 shareholders. Among these, there are three foreign and
fifty

local

institutional

shareholders.

The

company

has
10

diversified into five major businesses. Beside these, the


company has a large list of international associates and
partners with various trade and business agreements.

2.3 Company Mission:


ACIs mission is to enrich 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 satisfaction to its customers.

2.4 Company Vision:


To realize the mission ACI will:
Endeavor to attain a position of leadership in each
category of it 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.


11

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

community

and

relationship

promote

greater

with

the

environmental

responsibility within its sphere of influence.

2.5 Values:
Quality
Customer Focus
Fairness
Transparency
Continuous Improvement

2.6 Distribution Network:


The company maintains strategically located sales centers in
198 different locations across the country. It has developed an
advanced distribution system through its more than 300 skilled
12

and trained manpower and a large fleet over 80 vehicles. The


distribution system is capable of handling continuing volume of
diverse range of products from the various businesses.
The companys 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 multi dimensional capabilities make it possible to
handle hundreds of products efficiently.

2.7 Business Units:


2.7.1

ACI

Pharmaceuticals

Pharmaceuticals:
ranked

11th

in

In
the

2004,

ACI

Bangladesh

pharmaceuticals industry. It provides the market with a wide


selection of drugs across all major therapeutic classes, and also
offers some specially medicines. ACI Pharmaceutical represents
AstraZeneca, Eli Lily and UCB in Bangladesh.

2.7.2 ACI Crop Care and Public Heath Division:


This Division is holding the leadership position in the industries;
Animal Health has experienced one of the highest growth rates
in this sector. ACI Agribusiness has partnerships with several
13

international conglomerates including Ceva Santhe Animale,


Invesa, UCB, Isago Asia and Boreegaad Taicang Chemical Co.
Ltd.sdx.

2.7.3 ACI Consumer Brands: This Division is a leading


Fast Moving Consumer Goods (FMCG) company in Bangladesh.
In the liquid antiseptic and mosquito repellant categories, this
division is a very strong market leader. Foreign partners
represented in by this division include Godrej Consumer
Products (for hair care and skin care ), Parle Group (for Parle G
biscuits), Beiersdorf, Germany (for Nivea range of Products)
and Colgate Palmolive.
ACI has formed joint ventures with leading FMCG and
agribusiness players in the region. These are:
Asian Consumer Care Private Ltd: Joint venture of
ACI and Redrock Limited, for distribution of various
ranges of Dabur products in Bangladesh. ACI holds
50% stake in the venture.
Tetly ACI Bangladesh Ltd: Joint venture of ACI and
Tetley Group of United Kingdom for distribution of
Tetley products in Bangladesh, with ACI having 50%
shareholding.
Many ACI products have crossed our national boundary and are
being successfully exported to various countries in Asia, the
14

Middle East and the CIS region. The responsible of foreign


consumers to our products has been encouraging.

2.8 Manufacturing Standards:


ACI has three separate manufacturing plants in the outskirts of
Dhaka. The Pharmaceuticals plant is located at Narayanganj;
ACI Formulations has been setup in Gazipur and the Tetley
factory has been built at Konabari. ACI Limited is the first
company in Bangladesh to have attained the ISO 9001
certification for Quality Management and ISO 14001 for
Environment Management. The Trading subsidiary has also
received ISO 9002 certificate. At our manufacturing facilities,
we follow CGMP guidelines and standards recommended by
World

Health

Organization

(WHO)

for

pharmaceutical

formulations.

2.9 Diversification into new industries:


ACI Limited is venturing into new areas of business, as part of
its diversification initiatives. Two such businesses being set up
are ACI Salt Ltd. And ACI Godrej Agrovet Private Limited.
ACI Salt Ltd: ACI has set up its salt plant in Rupganj,
on the bands of the Shitalakhya river. The plant is
producing

refined

iodized

salt

through

Thermal

Evaporation System. ACI has used technology from


China Heavy Machineries Corporation (CHMC) in
15

establishing the plant. The end product will be high


quality, free-flowing salt with even, crystallized
grains. The iodine content of ACI salt will have a
stability of more than 6 months. The project has been
undertaken at an approximate cost of Taka 32 crore.
ACI Godrej Agrovet Private Limited: Godrej is a
pioneer in the packaged meat business in India. It is
also the market leader in the poultry industry, and
the owner of Real Good brand. ACI and Godrej have
a joint venture in Bangladesh to set up an Integrated
Poultry Project. Under this project, ACI Godrej Agovet
has already set up a feed mill at Sirajganj. This is
fully automatic pellet poultry and fisheries feed mill,
which uses technology from Jiangsu Muyang group of
China. The company has also set up a hatchery at
Joynabazar, on the Dhaka Mymenshingh road, with
technology from Godrej. The plans for this project
also include establishing Grand Parents and Parent
Stock breeding farms. The investment in the project
is Taka 8 crores, with ACI Limited having 50%
shareholding of the company.

2.10 ACI Formulation Limited:


16

ACI Formulations Limited (ACI FL) is a subsidiary of ACI Limited,


located at Gazipur, in the outskirt of Dhaka.
ACI FL manufactures majority of the products of ACI strategic
Business Limited except for Pharmaceuticals division. The
factory is equipped with the state-of-Art facilities for product
formulations and process innovation. These include modern
computerized equipment like HPLC and GLC.
The product range manufactured at ACI FL include Crop
Protection

Chemicals

like

insecticides,

herbicides

and

fungicides in granular, powder and liquid forms, Mosquito


Pesticides in the forms of aerosols, vaporizers and coils, and
households chemicals like toilet cleaners and hand wash.

2.11 Quality Policy


ACI aims 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 business and
ensures that current Good Manufacturing Practices (CGMP) as
17

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.

2.12 Business Performance and Growth Scenario of ACI Limited:

Figure No: 2.1


18

Figure No: 2.2

Figure No: 2.3

19

2.13 ACI Limited (Crop Care & Public Health


Department):
Agribusinesses comprise of two strategic units, namely Crop
Care and Public Health. These businesses deal with crop
protection products, public health products and foliar products.
Animal

Health

division

handles

poultry

and

veterinary

medicine, animal vaccines and nutritional products.


ACI is having a strong distribution network in crop care sector
that extends up to the village level. Their qualified team
members in the field are providing scientific advice and modern
solutions

for

crop

protection

to

the

farmers.

They

are

contributing significantly to the development of Agricultural


sector as well as improving the economic well being of the
farmers in Bangladesh.
They have broad spectrum of crop insecticides including bioinsecticides, fungicides and herbicides.
They have own Research and Development Station in Rural Development
Academy in Bogra for the product development activities of crop care and
seeds.

20

2.13.1 Organogram Business Management:


Managin
g
Director

Figure No: 2.4

2.13.2

OrganogramExecutive

Business

Executive

Functions:
Director,
Pharma

Executive
Director,
Agro

Director,
Consume
r

Executive
Director,
Trade

Support

Executive
Director,
Operation

Managing
Director

General
Manager,
Corporate

Financial
Controller

General
Manager,
Distributor

Commercial
Manager

Audit
Manager

Managing Director
Executive Director

Figure No: 2.5

2.13.3

Business Manager, CC & PH

Organogram

Crop

Care

and

Public

Health:
Sales Manager

Product Manager

Area Manager

Manager PD and RA

Product Officer

Product Development
Officer

Marketing Officer
Sales Officer

21

Figure No: 2.6

Chapter - Three

Survey Results
3.1 Findings from Stockiests:

I have collected data from the stockiests in Manikgonj &


Chandpur to find out the current efficiency of customer services
of ACI Limited and the major competitors. I have divided the
services into four categories (1) Product-based (2) Creditbased (3) Promotion-based (4) personal-based. The survey
results are given below -

22

3.1.1 Product-Based Services


3.1.1.a Manikgonj:
Bayer:
1. Quality Appropriate.
2. Delivery Time Product is delivered timely.
3. Price High, but ok.
4. Information of current & new developments To inform
the stockiests, retailers & farmers timely.

Semco:

1. Quality Ok, but should be improved.


2. Delivery Time Product is delivered timely, but there is a
problem in season time.
3. Price Low rate.

23

4. Information of current & new developments To inform


the stockiests, retailers & farmers timely.

Syngenta:

1. Quality Appropriate.
2. Delivery Time Product is delivered timely.
3. Price Appropriate.
4. Information of current & new developments To inform
the stockiests, retailers & farmers timely.

Auto Equipment Limited:

1. Quality Appropriate.
24

2. Delivery Time Product is delivered timely.


3. Price Appropriate.
4. Information of current & new developments To inform
the stockiests, retailers & farmers timely.

Padma Oil Company:


1. Quality Appropriate.
2. Delivery Time Product is not delivered timely.
3. Price High.
4. Information of current & new developments To inform
the stockiests timely, but not to inform the retailers & farmers
timely.

East West Crop Science:


1. Quality Appropriate.

25

2. Delivery Time Product is delivered timely, but there is a


problem in season time.
3. Price Appropriate.
4. Information of current & new developments To inform
the stockiests, retailers & farmers timely.

ACI Limited:
1. Quality Appropriate.
2. Delivery Time Product is delivered timely, but there is a
problem in season time.
3. Price High.
4. Information of current & new developments To inform
the stockiests timely & to inform the retailers & farmers timely
through trade meeting and farmers meeting.

3.1.1.b Chandpur:
Bayer:

26

1. Quality Appropriate.
2. Delivery Time Product is delivered timely.
3. Price High, it should be minimized.
4. Information of current & new developments To inform
the stockiests, retailers & farmers timely.

Semco:
1. Quality Appropriate.
2. Delivery Time Product is delivered timely
3. Price High, it should be minimized.
4. Information of current & new developments To inform
the stockiests, retailers & farmers timely.

Syngenta:
1. Quality Appropriate.
2. Delivery Time Product is delivered timely.
3. Price Appropriate.
27

4. Information of current & new developments To inform


the stockiests, retailers & farmers timely.

Auto Equipment Limited:


1. Quality Appropriate.
2. Delivery Time Product is delivered timely, there is a
problem for sometimes.
3. Price High.
4. Information of current & new developments To inform
the stockiests, retailers & farmers timely.

Padma Oil Company:


1. Quality Appropriate.
2. Delivery Time Product is not delivered timely.

28

3. Price High.
4. Information of current & new developments To inform
the stockiests, retailers & farmers timely.

ACI Limited:
1. Quality Appropriate.
2. Delivery Time Product is delivered timely, but there is a
problem in season time.
3. Price High.
4. Information of current & new developments To inform
the stockiests timely & to inform the retailers & farmers timely
through trade meeting and farmers meeting.

Setu Corporation Limited:


1. Quality Appropriate.
2. Delivery Time Product is delivered timely.

29

3. Price High.
4. Information of current & new developments To inform
the stockiests, retailers & farmers timely.

3.1.2 Credit Policy


Manikgonj & Chandpur:
Auto Equipment Limited:
Manikgonj
Credit Limit

Credit Days

Chandpur

As per potentiality

As per potentiality

of business
Minimum: 30 days

of business
Minimum: 30 days

Maximum: 90 days

Maximum: 90 days

Payment within Bonus Offer

Punishment

30 days: 5%

Payment within 90

90 days: 4%

days: 3%
Bonus reduction,

Bonus reduction
After 180 days
Cheque of bank

Legal action
Cheque of bank

Agreement
30

Procedure

Credit days start

Credit days start

from the invoice

from the invoice

date.

date.

Some specific

Some specific

products, like

products, like

Fungicide, are given Fungicide, are given


3/4 months before

3/4 months before

the season time

the season time

through invoice, but through invoice, but


credit days start in

credit days start in

season time.

season time.

Semco:
Manikgonj
Credit Limit

Chandpur

As per potentiality

As per potentiality

of business

of business

Minimum: 90 days

Minimum: 30 days

Credit Days

Bonus Offer

Maximum: 180 days Maximum: 90 days


Payment within 90
Payment within 90
days: 3%

Punishment

days: 3%
Bonus reduction,

Bonus reduction
After 180 days
31

Legal action
Cheque of bank

Cheque of bank

Credit days start

Credit days start

from the invoice

from the invoice

date.

date.

Credit system can

Credit system can

not be managed

not be managed

properly.

properly.

Agreement
Procedure

Bayer Crop Science:


Manikgonj
Credit Limit

Chandpur

As per potentiality

As per potentiality

of business

of business

Minimum: 30 days

Minimum: 30 days

Maximum: 90 days

Maximum: 90 days

30 days: 7%

30 days: 10%

60 days: 5%

60 days: 8%

Credit Days

Bonus Offer

32

90 days: 3%

75 days: 4%

Bonus reduction

Interests 91-105 days: 10%

Punishment

120 days: 3%
interests

106-120 days: 15%

150 days: 5%

121-150 days: 25%

interests
Cheque of bank

Cheque of bank

Agreement

1,00,000 TK.

Credit days start

Procedure

Deposit

from the invoice


date.

Credit days start


from the invoice
date.

Padma Oil Company:


Manikgonj

Chandpur
Normal
33

Types of Credit
As per potentiality

Special
As per potentiality

of business
Minimum: 45 days

of business
Minimum: 45 days

Maximum: 60 days

Maximum: 60 days

45 days: 3%

45 days: 3%

60 days: 2.5%
Bonus reduction

60 days: 2.5%
Bonus reduction,

More than 120

After 180 days

days: Legal action


1,00,000 TK. Cash

Legal action
Cheque of bank,

deposit

Land mortgage

Agreement

Credit days start

Credit days start

Procedure

from the invoice

from the invoice

date.

date.

Credit Limit

Credit Days

Bonus Offer

Punishment

Syngenta:

Type of Credit
Credit Limit

Manikgonj

Chandpur

PC & RC
As per business

PC & RC
As per business

potentiality of

potentiality of

customer
Minimum: 30 days

customer
PC: 45-60 days
34

Credit Days
Maximum: 90 days

RC: Pushing in
October & Invoicing

Bonus Offer
Punishment

3% -12%

in January
Payment within 45

Bonus reduction

days: 3%
Bonus reduction

Cheque of bank

Cash deposit:
50,000.00 Tk.

Agreement

Credit days start

Credit days start

Procedure

from the invoice

from the invoice

date.

date.

Some specific

Some specific

products are given

products are given

through chalan

through chalan

before 3/4 months

before 3/4 months

of season time,

of season time,

credit days start in

credit days start in

season time.

season time.

ACI Limited:
Manikgonj

Chandpur

Type of Credit

Normal

Credit Limit

Special
Maximum:

As per potentiality

Normal 8,00,000

of business
35

Tk.
Special 10,00,000
Tk.
Minimum: 60 days

Minimum: 60 days

Bonus Offer

Maximum: 90 days
60 days: 4%

Maximum: 90 days
60 days: 4%

Punishment

90 days: 3%
Bonus reduction

90 days: 3%
Bonus reduction,

More than 120

After 120 days

days: Legal action


Cheque of bank

Legal action
Cheque of bank

Credit days start

Credit days start

from the invoice

from the invoice

date.

date.

Credit Days

Agreement
Procedure

Setu Corporation Limited:


Chandpur
Credit Limit

As per potentiality

Credit Days

of business
Minimum: 30 days

Maximum: 180 days


36

Bonus Offer

Payment within 180

Punishment

days: 3%
Bonus reduction,
Cheque of bank

Agreement
Procedure

Credit days start


from the invoice
date.

East West Crop Science:


Manikgonj
Type of Credit

Normal
Special
Maximum:

Credit Limit

Normal 7,00,000
TK.
Special 10,00,000

Credit Days

TK.
Minimum: 30 days

37

Maximum: 90 days
30 days: 5%
Bonus Offer
Punishment

90 days: 3%
Bonus reduction

Agreement

Cheque of bank

Procedure
Credit days start
from the invoice
date.

3.1.3 Promotion
3.1.3.a Manikgonj:
Bayer:
1. Incentives / Gifts / Bonus 3% product bonus of total
sales volume.
- Incentives: 1, 00,000.00 2%,
3,00,000.00
2.5%, 5, 00,000.00
3%
38

- Different types of gifts, such as

calculator, key ring, pen etc.


2. Reward System There is no reward system.
3. Recreation Tour There is no recreation tour.
4. Promotional Materials Calendar, poster, festoon, leaflet,
t-shirt, pen, cap etc.
5. Factory Visit There is no factory visit.
6. Training / Knowledge-building program Training
program for
stockiest two
times in a year.
- Training
program for retailers
three/four
times in a year.
- Knowledgebuilding program

39

for farmers
incase of new
products /
season time.
7. Stockiest Conference Yearly conference.

Semco:
1. Incentives / Gifts / Bonus Yearly sales Tk. 50,00,000.00
4.5%
Tk. 20,00,000.00
3%
Tk.10,00,000.00
2.5%
Tk. 1,00,000.00
2%
- Gifts are provided by company &
stockiest jointly to retailers.
- Television, mobile set etc. are provided
to the stockiests for fulfilling the target.
- Bonus: 10 cartons 1 carton, 20 cartons
2 cartons.
40

2. Reward System Reward is given to the best stockiests on


the basis of sales & profitability.
3. Recreation Tour Yearly recreation tour
4. Promotional Materials Calendar, poster, leaflet, pen,
pad, cap etc.
5. Factory visit There is no factory visit system.
6. Training / Knowledge-building program Yearly training
program
for Retailers.
- Knowledge-building
program for
Farmers incase of new
products.
7. Stockiest Conference - Yearly conference.

41

Syngenta:
1. Incentives / Gifts / Bonus 3% bonus of total sales
volume.
- 1% to 2% bonus for specific
products.
- For package program:
6,00,000.00 - 4%,
12,00,000.00 - 6%,
18,00,000.00 - 8%,
24,00,000.00 - 10%,
30,00,000.00 - 12%.
- Watch, pen, key ring, greeting card

etc. are
given on occasion to the
stockiests.
2. Reward System There is no reward system for the
stockiest.
3. Recreation Tour Yearly recreation tour for the selected
stockiests.
4. Promotional Materials Poster, calendar, festoon, leaflet
etc.
42

5. Factory visit There is no factory visit system.


6. Training / Knowledge-building Program Yearly training
program
for the
stociests & retailers
by paying
fees.
- Knowledge
building
programs for
farmers incase
of new products
& season time.
7. Stockiest Conference Yearly conference.

Auto Equipment Limited:


1. Incentives / Gifts / Bonus Yearly sales: 5,00,000.00
3%,
10,00,000.00 4%,
20,00,000.00 5%.
43

- For selected products: 10


cartons 1 carton
20
cartons 2 cartons.
- Gifts are given in

conference.
2. Reward System Reward is given to the stockiests on the
basis of performance (1st, 2nd, 3rd)
3. Recreation Tour Yearly recreation tour.
4. Promotional Materials Calendar, poster, notebook,
leaflet, pen, pad etc.
5. Factory Visit There is a factory visit system.
6. Training / Knowledge-building Program Knowledge
building
programs for
retailers and
farmers.
7. Stockiest Conference Yearly conference.

44

Padma Oil Company:


1. Incentives / Gifts / Bonus Total sales Tk. 5,00,000.00
2.5% cash
incentives
- Total sales Tk. More than

5,00,000.00 3%
cash incentives.
2. Reward System There is no reward system.
3. Recreation Tour There is no recreation tour system.
4. Promotional Materials Leaflet, poster, pen, T-shirt, pad,
key ring etc.
5. Factory Visit There is no factory visit system.
6. Training / Knowledge-building Program Training for
stockiest
two/three
times in a year
(District-wise).
- Training for retailers

incase of
new products
45

- Knowledge
building program
for farmers
six/seven times in
a year.
7. Stockiest Conference Yearly conference.

East West Crop Science:


1. Incentives / Gifts / Bonus 3% cash incentives of total
sales.
- Bonus: 100 cartons 5 cartons,
500 cartons
25 cartons.
2. Reward System There is no reward system.
3. Recreation Tour There is no recreation tour system.
4. Promotional Materials Leaflet, poster, calendar etc.
5. Factory Visit There is a system of factory visit.
46

6. Training / Knowledge-building Program Training for


stockiests
two/three times
in a year
(District-wise).
- Training for retailers
incase of
new products.
- Knowledge
building program for
farmers incase of
new products
& season time.
7. Stockiest Conference No conference.

ACI Limited:
1. Incentives / Gifts / Bonus 3% / 4% bonus of total sales
volume.
- Gifts are given for fulfilling the
target.

47

2. Reward System There is no reward system.


3. Recreation Tour There is no recreation tour system.
4. Promotional Materials Leaflet, poster, pen, cap, pad etc.
5. Factory Visit Potential customers are invited to visit the
head office & factory.
6. Training / Knowledge-building Program There is no
formal
training
program for the
stockiests &
retailers, but
trade meeting is
arranged for
them.
Knowledge-building
program for
farmers incase of
new
products & season time.
7. Stockiest Conference No conference.
48

Setu Corporation Limited:


1. Incentives / Gifts / Bonus Yearly sales: 1,50,000
5,00,000 = 2%
5,00,001- 10,00,000 = 3%,
10,00,001- 15,00,000 = 3.5%
15,00,001 20,00,000 = 4%
bonus.
- Gifts are given for fulfilling the
target.
2. Reward System Yearly reward system for the stockiests
(1st, 2nd, 3rd)
3. Recreation Tour There is a recreation tour system after
every 2 years.
4. Promotional Materials Leaflet, poster, pen, cap,
calendar etc.
5. Factory Visit There is no system of factory visit.

49

6. Training / Knowledge-building Program Yearly training


program
for the
stockiests.
Knowledge-building
programs for
the retailers &
farmers 3 times in a year.
7. Stockiest Conference Yearly conference.

3.1.3.b Chandpur:
Bayer:
1. Incentives / Gifts / Bonus Incentives: Total Sales - 1,
00,000.00 2%,
3,
00,000.00 2.5%,

50

5,
00,000.00 5%
- Different types of gifts, such as

calculator, key ring, pen etc.


2. Reward System There is no reward system.
3. Recreation Tour There is no recreation tour.
4. Promotional Materials Calendar, poster, festoon, leaflet,
tee shirt, pen, cap etc.
5. Factory Visit There is no factory visit system.
6. Training / Knowledge-building program - Training
program for
retailers
two/three times in a
year.
- Knowledgebuilding program
for farmers
incase of new
products /
season time.
51

7. Stockiest Conference No conference.

Semco:
1. Incentives / Gifts / Bonus Target sales Tk. 1,50,000.00
2%
Tk. 6,00,000.00
3%
Tk.10,00,000.00
3.5%
Tk. 20,00,000.00
4%
Tk. 30,00,000.00
5%
- product bonus: 1%
- Gifts are provided by company &
stockiest jointly to retailers.
- Television, mobile set etc. are provided
to the stockiests for fulfilling the target.
2. Reward System Reward is given to the best stockiests on
the basis of sales & profitability.
3. Recreation Tour Yearly recreation tour

52

4. Promotional Materials Calendar, poster, leaflet, pen,


pad, cap etc.
5. Factory visit There is a factory visit system.

6. Training / Knowledge-building program Yearly training


program
for Retailers.
- Knowledge-building
program for
Farmers incase of new
products.
7. Stockiest Conference - Yearly conference.

Syngenta:
1. Incentives / Gifts / Bonus 3% bonus of total sales
volume.
- 1% to 2% bonus for specific
products.

53

- For package program:


6,00,000.00 - 4%,
12,00,000.00 - 6%,
18,00,000.00 - 8%,
24,00,000.00 - 10%,
30,00,000.00 - 12%.
- Watch, pen, key ring, greeting card

etc. are
given on occasion to the
stockiests.
2. Reward System There is no reward system for the
stockiest.
3. Recreation Tour Yearly recreation tour for the selected
stockiests.
4. Promotional Materials Poster, calendar, festoon, leaflet
etc.
5. Factory visit There is no factory visit system.
6. Training / Knowledge-building Program Yearly training
program
for the
stociests & retailers
54

by paying
fees.
- Knowledge
building
programs for
farmers incase
of new
products & season
time.
7. Stockiest Conference Yearly conference.

Auto Equipment Limited:


1. Incentives / Gifts / Bonus Yearly sales: 5,00,000.00
3%,
10,00,000.00 4%,
20,00,000.00 5%.
- For selected products: 10
cartons 1 carton
20
cartons 2 cartons.
55

- Gifts are given in

conference.
2. Reward System Yearly reward is given to the stockiests
on the basis of performance (1st, 2nd & 3rd)
3. Recreation Tour No recreation tour.
4. Promotional Materials Calendar, poster, notebook,
leaflet, pen, pad etc.
5. Factory Visit There is a factory visit system.
6. Training / Knowledge-building Program Knowledge
building programs for retailers and farmers.
7. Stockiest Conference Yearly conference.

Padma Oil Company:


1. Incentives / Gifts / Bonus Total sales Tk. 1,00,000.00
2%
Tk.
15,00,000.00 2.5%
56

Tk. 40,00,000.00
3%

2. Reward System There is no reward system.


3. Recreation Tour There is no recreation tour system.
4. Promotional Materials Leaflet, poster, pen, tee shirt,
pad, key ring etc.
5. Factory Visit There is no factory visit system.

6. Training / Knowledge-building Program Training for


stockiest
two/three
times in a year
(District-wise).
- Training for retailers

incase of
new products.
- Knowledge
building program

57

for farmers
six/seven times in
a year.
7. Stockiest Conference Yearly conference.

ACI Limited:
1. Incentives / Gifts / Bonus 3% bonus of total sales
volume.
- Gifts are given for fulfilling the
target.

2. Reward System There is no reward system.


3. Recreation Tour There is no recreation tour system.
4. Promotional Materials Leaflet, poster, pen, cap, pad etc.
5. Factory Visit There is no system of factory visit.
6. Training / Knowledge-building Program There is no
formal

58

training
program for the
stockiests &
retailers, trade
meeting is
arranged for them.
Knowledge-building
program for
farmers incase of
new
products & season time.
7. Stockiest Conference No conference.

Setu Corporation Limited:


1. Incentives / Gifts / Bonus Yearly sales: 1,50,000
5,00,000 = 2%
5,00,00110,00,000 = 3%,
10,00,00115,00,000 = 3.5%
15,00,001
20,00,000 = 4%
59

bonus.
- Gifts are given for fulfilling the
target.
2. Reward System Yearly reward system for the stockiests
(1st, 2nd & 3rd)
3. Recreation Tour There is a recreation tour system after
every 2 years.
4. Promotional Materials Leaflet, poster, pen, cap,
calendar etc.
5. Factory Visit There is no system of factory visit.
6. Training / Knowledge-building Program Yearly training
program
for the
stockiests.
Knowledge-building
programs for
the retailers &
farmers 3 times in a year.
7. Stockiest Conference Yearly conference.

3.1.4 Personal-Based Services


60

3.1.4.a Manikgonj:
Bayer:
1.

Communication

- Marketing Officer & Sales Officer

communicate with the stockiests & retailers from time to time.


Regional Manager communicates with the stockiests monthly.

2. Customers Suggestions Top management doesnt


accept the stockiests suggestions for all time.

3. Problem Solutions Product management team and


Regional Manager solve the problems of

the stockiests,

retailers & farmers properly.

4. Friendly, Honest & Helpful The company employees are


very friendly, helpful & honest.

5. Follow up The stockiests follow up the retailers after


selling the products.

61

6. Customer Database The company maintains the


customer database properly.

Semco:
1. Communication Marketing Officer & Sales Officer
communicate with the stockiests & retailers from time to time.
Regional Manager communicates with the stockiests monthly.
2. Customers Suggestions Top management doesnt
accept the stockiests suggestions properly.
3. Problem Solutions The company employees try to solve
the problems properly.
4. Friendly, Honest & Helpful The company employees are
very friendly, helpful & honest.
5. Follow up The stockiests dont follow up the retailers
timely after selling the products.
6. Customer Database The company doesnt maintain the
customer database properly.

Syngenta:
1. Communication Marketing Officer communicates with the
stockiests & retailers time to time.

62

2. Customers Suggestions Top management doesnt


accept the customers suggestions for all time.
3. Problem Solutions The company team always tries to
solve the problems properly.
4. Friendly, Honest & Helpful The company employees are
very friendly, helpful & honest.
5. Follow up The stockiests doesnt follow up the retailers
timely after selling the products.
6. Customer Database The company maintains the
customer database properly.

Auto Equipment Limited:


1. Communication Marketing Officer & Sales Officer
communicate with the stockiests and retailers regularly.
Regional Manager communicates with the stockiests monthly.
2. Customers Suggestions Top management doesnt
accept the customers suggestions for all time.

63

3. Problem Solutions The company employees always try


to solve the problems quickly.
4. Friendly, Honest & Helpful The company employees are
very friendly, helpful & honest.
5. Follow up The stockiests follow up the retailers timely
after selling the products.
6. Customer Database -

The company maintains the

customer database properly.

Padma Oil Company:

1. Communication The company employees communicate


with the stockiests retailers and farmers from time to time &
Regional Manager Communicates with the stockiests monthly.
64

2. Customers Suggestions Top management doesnt


accept the customers suggestions.
3. Problem Solutions The company team solves the
problems in late.
4. Friendly, Honest & Helpful The company employees are
not friendly, honest and helpful.
5. Follow up The stockiests follow up the retailers timely
after selling the products.
6. Customer Database - The comapny doesnt maintain the
customer database properly.

East West Crop Science:


1. Communication Marketing Officer & Sales Officer
communicate regularly and Area Manager communicates
weekly with the stockiests.

65

2. Customers Suggestions Top management always tries


to consider the customers suggestions.
3. Problem Solutions The company always tries to solve
the problems properly.
4. Friendly, Honest & Helpful The company employees are
very friendly, honest & helpful.
5. Follow up The stockiests follow up the retailers timely
after selling the products.
6. Customer Database -

The company maintains the

customer database properly.

ACI Limited:
1. Communication Marketing Officer & Sales Officer
communicate with the stockiests and retailers regularly. Area
Manager communicates with the stockiests weekly.

66

2. Customers Suggestions Top management tries to


accept the customers suggestions, but not for all time.
3. Problem Solutions The company team tries to give
proper solutions of the problems.
4. Friendly, Honest & Helpful The company employees are
very friendly, honest & helpful.
5. Follow up The stockiests follow up the retailers timely
after selling the products.
6. Customer Database - The company maintains the customer
database properly.

3.1.4.b Chandpur:

Bayer:

67

1. Communication - Territory Officer communicate with the


stockiests & retailers from time to time. Regional Manager
communicates with the stockiests monthly.
2. Customers Suggestions Top management doesnt
accept the stockiests suggestions for all time.
3.

Problem

Solutions

Territory Officer and Regional

Manager solve the problems of

the stockiests, retailers &

farmers properly.
4. Friendly, Honest & Helpful The company employees are
very friendly, helpful & honest.
5. Follow up The stockiests follow up the retailers after
selling the products weekly.
6. Customer Database The company maintains the
customer database properly.

Semco:

1. Communication Marketing Officer & Sales Officer


communicate with the stockiests & retailers from time to time.
Regional Manager communicates with the stockiests monthly.
68

2. Customers Suggestions Top management accept the


stockiests suggestions properly.
3. Problem Solutions The company employees try to solve
the problems properly.
4. Friendly, Honest & Helpful The company employees are
very friendly, helpful & honest.
5. Follow up The stockiests dont follow up the retailers
timely after selling the products.
6. Customer Database The company doesnt maintain the
customer database properly.

Syngenta:
1. Communication Marketing Officer communicates with the
stockiests & retailers from time to time. Regional Manager
communicates with the stockiests monthly.

69

2. Customers Suggestions Top management accepts the


customers suggestions properly.
3. Problem Solutions Marketing Officer & Regional Manager
try to solve the problems properly.
4. Friendly, Honest & Helpful The company employees are
very friendly, helpful & honest.
5. Follow up The stockiests follow up the retailers timely
after selling the products.
6. Customer Database The company maintains the
customer database properly.

Auto Equipment Limited:


1. Communication Marketing Officer & Sales Officer
communicate with the stockiests and retailers regularly.
Regional Manager communicates with the stockiests monthly.

70

2. Customers Suggestions Top management tries to


accept the customers suggestions for all time.
3. Problem Solutions The company employees always try
to solve the problems quickly.
4. Friendly, Honest & Helpful The company employees are
very friendly, helpful & honest.
5. Follow up The stockiests follow up the retailers timely
after selling the products.
6. Customer Database -

The company maintains the

customer database properly.

Padma Oil Company:

1. Communication The company employees communicate


with the stockiests retailers and farmers from time to time &
Divisional Manager Communicates with the stockiests monthly.

71

2. Customers Suggestions Top management doesnt


accept the customers suggestions.
3. Problem Solutions The company team solves the
problems in late.
4. Friendly, Honest & Helpful The company employees are
not friendly, honest and helpful.
5. Follow up The stockiests follow up the retailers timely
after selling the products.
6. Customer Database - The company doesnt maintain the
customer database properly.

ACI Limited:

1. Communication Marketing Officer & Sales Officer


communicate with the stockiests and retailers regularly. Area
Manager communicates with the stockiests weekly.

72

2. Customers Suggestions Top management tries to


accept the customers suggestions, but not for all time.
3. Problem Solutions The company team tries to give
proper solutions of the problems.
4. Friendly, Honest & Helpful The company employees are
very friendly, honest & helpful.
5. Follow up The stockiests follow up the retailers timely
after selling the products.
6. Customer Database -

The company maintains the

customer database properly.

Setu Corporation Limited:

1. Communication Marketing Officer & Sales Officer


communicate with the stockiests and retailers regularly.
Regional Manager communicates with the stockiests monthly.

73

2. Customers Suggestions Top management tries to


accept the customers suggestions, but not for all time.
3. Problem Solutions The company team tries to give
proper solutions of the problems.
4. Friendly, Honest & Helpful The company employees are
very friendly, honest & helpful.
5. Follow up The stockiests follow up the retailers timely
after selling the products.
6. Customer Database The company tries to maintain the
customer database.

3.2 Findings from Area Managers &


Marketing Officers:
I have conducted a survey by a questionnaire on the Area
Managers and Marketing Officers for measuring the efficiency
of customer services. 8 Area Managers and 64 Marketing

74

Officers have given information. They have suggested the


following things for improving the customer services

3.2.1 Area Managers:


1. Training program should be arranged for the stockiest,
retailers, farmers.
2. The customers requirements must be fulfilled within
time promised.
3. To solve the customers problem properly as early as
possible.
4. Promotional program should be increased
5. Yearly reward system should be introduced for
customers on the basis of performance.
6. To communicate with the farmers regularly.
7. The distribution sector must be improved by increasing
manpower.
8. The delivery of products must be ensured within time
promised.
75

9. Cash incentives, gifts and bonus should be provided


timely.
10. Farmers meeting should be arranged frequently.

3.2.2 Marketing Officers:


1. Credit policy should be more flexible (90 days 120/150
days)
30 persons
2. Customers training program should be arranged for the
stockiest, retailers and farmers 21 persons
3. Cash incentives / gifts / bonus should be provided
timely
- 28 persons
4. Yearly / half-yearly reward system should be introduced
for the top customers 9 persons
5. The delivery of products must be ensured within time
promised 13 persons
76

6. Recreation tour should be arranged for the top


stockiests
12 persons
7. Factory visit system should be introduced for stockiests
9 persons
8. Area-wise stockiest conference must be introduced 6
persons
9. The customers problem must be solved properly as
early as possible - 5 persons
10.

Promotional programs should be increased at the

end users level 5 persons


11.

Relationship marketing (Tour, Gifts new year, eid

etc.)
10 persons
12. The decisions of the bottom level should be
considered
6 persons
13. Yearly stockiest conference should be arranged 4
persons
77

14. Product development team should support more the


field forces 7 persons
15. To develop the distribution sector more effectively by
increasing manpower 12 persons
16. Motor bike can be given for Sales Officers 4 persons
17. Promotional materials should be increased more and
delivered timely 3 persons

78

Chapter - Four

4.1 Recommendations

4.1.1 Product:
1. Quality The quality of products are appropriate. There is
no objection of the stockiests, retailers & farmers about the
quality of the products. But there is an objection of the
stockiests & retailers about the quality of package and carton.
By comparing with the competitors, the quality of package and
carton is very low. So I think that the quality of package and
carton should be increased properly.

2. Delivery Time Product is delivered timely. But there is


an objection of the stockiests that the products are not
delivered timely in season time. If the company wants to get
competitive advantage, timely delivery must be ensured for all
time.

79

3. Price The stockiests, retailers & farmers complain that


the price of products is high. It will be very good for the
company, if the company follows the competition-based pricing
strategy. Because the farmers are not educated in Bangladesh,
they always try to compare the price of products of different
companies incase of purchasing. If it is not possible for the
company to decrease the price of the products, they should
discuss with the customers that if they want to get a quality
product, they have to pay extra something.

4. Information of current & new developments


For the present competitive situation, it may not be possible for
the company to differentiate the quality, price and delivery
time of the products with the competitors. But the company
can be closed more with the customers by passing all types of
information about the current and new developments of the
products as quickly as possible. The company can develop a
well information management system.

80

4.1.2 Credit Policy:


Credit Limit Most of the stockiests are pleased with the
present credit limit. Some stockiests have suggested that it
might be helpful for them if the company increases the amount
of special credit.

Credit Days The stockiests are not satisfied with the


present credit days. They have suggested that the credit days
should be increased from 90 days to 120 days. Some products
are supplied in November, but these are sold in January. So in
this case, the stockiests have suggested that the credit days
should be increased for 60 days or the credit days should be
started from January.

Bonus Offer The stockiests are not pleased with the


present bonus offer. They have suggested that bonus should
be increased in the following way:
60 days 5%
90 days 4%
81

120 days 3%

Punishment The stockiests are not pleased on the present


punishment system. They have suggested that legal action
should be taken after 150 days. My recommendation is that
punishment

system

can

be

set

by

matching

with

the

competitors punishment systems.

Agreement Procedure The agreement procedure is


appropriate. The

stockiests are pleased with the present

agreement procedure.

82

4.1.3 Promotion:
Incentives / Bonus The stockiests are not fully satisfied
on the present incentive or bonus system.

They have

suggested that the bonus system should be set in the following


wayYearly sales

1,00,000.00

5,00,000.00 = 3%
5,00,001.00 10,00,000.00 = 4%
More than 10,00,000.00

= 5%

Gifts - A person is very pleased when someone gives him or


her gift. It encourages him or her to implement his or her job
more efficiently and effectively. So my recommendation is that
the company can give gifts to the stockiests, good retailers and
model farmers on different occasions, such as Eid, New Year,
Birth day, Marriage day etc.

83

Reward System Reward system creates a competition


among the employees or customers. Human being always tries
to present them as a superior person. If they get any
opportunity, they try to utilize that opportunity. So the
company can introduce a reward system for the stockiests. The
company can provide a reward to the best stockiest or the best
three stockiests of an area in a year. This reward system will
motivate them to do their business more effectively and
efficiently.

Recreation Tour People always like to see natural beauty,


to relax for sometimes, to keep fresh them. Recreation tour
gives them that opportunity. It gives them a pure satisfaction.
So the company can arrange a yearly recreation tour for the
best stockiests.

Promotional Materials The company can use calendar,


tee shirt as a promotional material, because these can be used
for a long time. Tee shirt can be given to the farmers.
There is an objection of the stockiests that the promotional
materials are not supplied in the right time. It is a serious
problem. At the present competitive situation, promotion is
very important part of business. The promotional materials play
84

a very important role incase of creating demand. So the


promotional materials must be supplied to the stockiests,
retailers and farmers before supplying the products / at the
right time.

Training / Knowledge-building Program Training


makes a man perfect. It gives people confidence. It helps them
to do their job more effectively and efficiently. It helps to
improve the performance. So training is so necessary for the
stockiests, retailers and farmers.
Training can be arranged for the stockiests two times in a year
area-wise. Training can be arranged for the retailers four times
in a year district-wise. Knowledge-building programs can be
arranged more systematically for the farmers. The farmers are
the end users of the products. They are the most important
persons of the business. So the company can give them a
proper knowledge about their activities and can be closed more
with the farmers.

Stockiest Conference The stockiests have suggested for


a yearly conference. It is very important for them. In the
conference, they can share their experience, knowledge about
the business with each other. They can understand their

85

strengths, weaknesses, opportunities and threats. They can get


a guideline for their business for the future.

4.1.4 Personal:
Communication:
Types of Communication: There are three types of
communication which are very important for the company for
doing their business effectively and efficiently. These are
1. People-oriented

communication:

Face-to-face

communication can be very effective for building a strong


relationship with the customers. Remembering personal
information will make them feel special. The company
employees communicate with the stockiests and retailers
effectively, but not with the farmers. But farmers are the
most important persons for the company. So the company
has to focus specially on them.
86

2. Business-oriented

communication:

This

type

of

communication is concerned with business issues, such as


identifying the financial justification of any customer and
ensuring that they get value for money. The company can
develop a time-saving system for doing the business more
effectively.
3. Technically-oriented communication: The Company
can utilize an opportunity to demonstrate products to the
farmers. The farmers will get more confidence on the
products.

Professional Message: The Company can provide the


following professional messages to the customers
We are professional
We are efficient
We know what we are doing
We can help you
We can make your life easy
87

We are interested in you


We are glad to see you
We are friendly
We maintain a specific standard

Customers Suggestions:
The customers are the business partners of the company. The
success of the business is dependent on them. So their
suggestions are very important for the company. The company
can develop a system for taking valuable suggestions from the
stockiests, retailers & farmers. If top management accepts the
customers suggestions, they are motivated to do their
activities more effectively and efficiently. They consider the
company as a friend.

Problem Solutions:

88

It is very important for the company to solve the problems


properly. The company employees can follow the following
steps for solving the problems properly
1.

Listening

to

gain

an

objective

overview:

Full

concentration should be given to the customers story so that


the responsible person can act on facts and not assumptions.
2. Empathizing with the customer: It is important that the
employees show that they understand how customers feel.
Empathizing with customers shows them that they are being
listened to and that somebody is willing to help them.
3. Apologizing and owning the problem:

Customers

become irritated and disillusioned with organization who make


it difficult for them to complain. Customers should always be
treated with respect and consideration.
4. Taking action to resolve the problem: The problem
should be investigated and resolved promptly. If more time is
needed to accommodate the customer, he or she should be
kept informed and given a time when they can expect further
information or a solution.

89

5. Follow up the problem to ensure satisfaction: The


responsible person must ensure that the complainer is satisfied
and there is no further complaining about the problem.

Customer Database:
Marketers must know their customers. In order to know the
customer, the company must collect information and store it in
a database & do database marketing. Customer database is the
collection

of

customers

comprehensive
purchases,

information

preferences,

about

individual

demographics

and

profitability. The company will be able to provide more services


to the customers, if they maintain a strong customer database.

4.1.5 Employment of Local Person:


A local person knows well about his or her culture, neighbors,
transaction system etc. So the local person should be
employed as area manager, marketing officer or sales officer. A
local person can understand and motivate the customers easily.
They can adjust their activities quickly. They will be able to
provide more customer services. So the company can consider
the subject.
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4.2 Conclusion
ACI Limited is a giant business organization in Bangladesh.
They are doing their business allover the country. Their
contribution to the economy is very high. Crop Care & Public
Health Department is one of the SBUs in ACI. I had the
opportunity to work for this Department during my internship
program. I was placed at the Head Office of ACI. During this
time I got an opportunity to observe the overall customer
service process of CC & PH Department. I also got the scope to
interact with customers and reveal their expectations and
perceptions about the organizations services. During my
interaction with customers I felt that somewhere there are gaps
between customer expectations and organizations services
and since the management has given emphasis on better
customer services and more customer satisfaction.

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This research has provided some interesting insight into


what kind of service the customers give importance to
and what quality service they get from ACI. It is quite
obvious

from

requirements

the

are

not

research
fully

met

that
and

the

customer

they

are

very

dissatisfied with some of the aspects of the organization


(credit policy, promotional materials, package and carton
quality, stockiest conference etc.). ACI should give more
effort on the customer services so that strong relationship
with the customers can be maintained.
Finally, I would like to say that this internship at ACI has
increased my practical knowledge of Business Administration
and made my MBA education more complete and applied. In
this report I got the opportunity to apply various tools and
concepts I learned in my MBA courses. Some such courses were
Service

Marketing,

Strategic

Marketing,

Marketing

Management, Consumer Behavior etc. I look forward to work as


a permanent employee of this Department of ACI Limited.

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EXHIBITS

A. Questionnaire for Area Managers & Marketing


Officers:

Name: _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _

Designation: _ _ _ _ _ _ _ _ _ _

__
Territory _ _ _ _ _ _ _ _ _

Area: _ _ _ _ _ _ _ _ _ _ _

Region: _ _ _ _ _ _ _ _

Measuring the efficiency of customer services


1. I am happy with the organizations present customer service policy
a. Strongly Agree b. Agree c. Neutral d. Disagree e. Strongly Disagree

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2. The employees in my department work as a team


a. Strongly Agree b. Agree c. Neutral d. disagree e. Strongly Disagree
3. We have the highest reputation in the area
a. Strongly Agree b. Agree c. Neutral d. disagree e. Strongly Disagree
4. We maintain a customer database a. Strongly Agree b. Agree c. Neutral d. disagree e. Strongly Disagree
5. We communicate with them from time to time a.

Strongly Agree b. Agree c. Neutral d. disagree e. Strongly Disagree

6. We provide attention to each customer personally


a. Strongly Agree b. Agree c. Neutral d. disagree e. Strongly Disagree
7. We know the customers past buying histories a. Strongly Agree b. Agree c. Neutral d. disagree e. Strongly Disagree
8. The customers requirements are fulfilled by your company a. Strongly Agree b. Agree c. Neutral d. disagree e. Strongly Disagree
9. There is a strong relationship between the company and the customers
a. Strongly Agree b. Agree c. Neutral d. disagree e. Strongly Disagree
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10. We inform the clients about the current and new developments regarding the business
a. Strongly Agree b. Agree c. Neutral d. disagree e. Strongly Disagree
11. ACI always considers the customers suggestions and advices
a. Strongly Agree b. Agree c. Neutral d. disagree e. Strongly Disagree
12. ACI provides appropriate solutions to problems to the customers
a. Strongly Agree b. Agree c. Neutral d. disagree e. Strongly Disagree
13. The customers know enough about the company
a. Strongly Agree b. Agree c. Neutral d. disagree e. Strongly Disagree
14. We have a clear idea of how your customers make purchase decisions a. Strongly Agree b. Agree c. Neutral d. disagree e. Strongly Disagree
15. We have a performance measurement system a. Strongly Agree b. Agree c. Neutral d. disagree e. Strongly Disagree
16. ACI always tries to study about the competitors precisely
a. Strongly Agree b. Agree c. Neutral d. disagree e. Strongly Disagree
17. ACI deliveries products within the time promised

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a. Strongly Agree b. Agree c. Neutral d. disagree e. Strongly Disagree


18. We have a follow up system after selling the products b. Strongly Agree b. Agree c. Neutral d. disagree e. Strongly Disagree
19. Customers think that your products prices are appropriate
a. Strongly Agree b. Agree c. Neutral d. disagree e. Strongly Disagree

20. Payment terms are flexible


a. Strongly Agree b. Agree c. Neutral d. disagree e. Strongly Disagree
21. We have a knowledge-building / educational program a. Strongly Agree b. Agree c. Neutral d. disagree e. Strongly Disagree
22. We have a reward system for the customers a. Strongly Agree b. Agree c. Neutral d. disagree e. Strongly Disagree
23. Which types of trade promotions can be used by your company?
a. Cash incentives b. Trade allowance c. Buying allowance(fixed period)
d. Sales training program e. Sales contest
24. We have a recovery program to recapture a lost customer -

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a. Strongly Agree b. Agree c. Neutral d. disagree e. Strongly Disagree


25. ACI always handles the objections properly
a. Strongly Agree b. Agree c. Neutral d. disagree e. Strongly Disagree
26. If you have any suggestion for improving the efficiency of customer service, please point
out here

Thank you for your time and assistance.

B. Questionnaire for Stockiests:


Name: _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ Address: _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _
Thana: _ _ _ _ _ _ _ _ _ _ Territory: _ _ _ _ _ _ _ _ _ _ Area: _ _ _ _ _ _ _ _ _

Efficiency of Customer Service Measurement


Product:
1. Quality
2. Delivery time
3. Price
4. Information of current and new developments

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Credit:
1. Types of credit
2. Credit limit:
o Maximum
o Minimum
3. Credit days
4. Bonus offer / Reward

5. Punishment
6. Agreement procedure

Promotion:
1. Incentives / gifts / bonus

2. Reward system
3. Recreation tour
4. Promotional material
98

5. Factory visit
6. Training / knowledge building / educational program

7. Stockiest conference -

Personal:
1. Communication
2. Customers suggestions
3. Problem solutions
4. Friendly, honest, helpful
5. Follow up
6. Customer Database

Suggestions:

99

Thank you for your time and assistance.

Bibliography
1.Measuring Customer Service
- Jenny Hayes
Frances Dredge (1998), Page-(135-139)
2. Customer Service and Support
- Colin G. Armistead and Clark (1992), Page- (265-270)
3. Deliver Outstanding Customer Service
- Susan & Derek Nash (2002)
4. Principles of Marketing
- Philip Kotler & Gary Armstrong (2006)
5. Marketing Management
- Philip Kotler & Kevin Lane Keller (2005), Chapter-5
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6. Building a Service Culture


- Lifeskills International Ltd. (1999)
7. Measuring Customer Satisfaction
- Richard F Gerson (1993)
8. ACI Annual Report 2004
9. ACI Web Page: WWW. ACI-BD. COM

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