American International University-Bangladesh

(AIUB)
Internship affiliation report on
Business Development of Instrumentation Engineers Limited
An Internship Report presented to the faculty of Business administration in Partial fulfillment
of the requirements for the degree of

Bachelor in Business Administration .

Supervised By:
Afdalin Bin Haque
Lecturer
Department of Management
Faculty of Business Administrarion
American Internationl University Bangladesh
( AIUB )

Submitted By:
Israk Karim
ID : 12-21705-2
Major in : Human Resource Management
Date : 31.03.2016
American International University-Bangladesh (AIUB)

INTERNSHIP AFFILIATION REPORT ON

Business Development of Instrumentation

Engineers Limited

Table of Contents
Contents
1.
2.
3.
4.
4 a.
4 a-1.
4 a-2.
4 a-3.
4 a-4.
4 a-5.
4 b.

Letter of Transmittal
Letter of Endorsement
TITLE OF THE REPORT
Introduction
Background
History and background of Instrumentation Engineers Limited
IELs Vision
IELs Mission
Present Business Philosophy
Management Aspects
Objectives

Page No.
05
06
07
07
07
07
08
09
09
10

5.

Industries that served by Instrumentation Engineers

Limited

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6.

Product Lines

6. a Product Details
6. a.1 Regulator
6. a.2 Flow
6. a.3 Power & Water Solution (PWS)
6. a.4 Control Valve
6. a.5 Rosemount Analytical Instrument (RAI)
6. a.6 Daniel Measurement & Control (DMC)
6. a.7 Process Systems & Solutions (PSS)
6. a.8 TopWorx
6. a.9 Rosemount Measurement Technology/Transmitter (RMT)
6. a.10 Remote Automation Solution (RAS)
6. a.11 Valve Automation

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12
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13
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14
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7.
7. a
7. b.

Business Developmnet Division

The broad functions of this division are as follows
Other Relevant Activities

8.

Constraints / Challenges and Proposed Course of

Action for Improvement

8 a.
8 b.

Identified/Observed in the Organization

Academic Preparation

9.
10.

Lessons Learned during this Internship Program

Concluding statements

10 a.
10 b.

Executive Summary
Recommendations

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15
15
15
17
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20
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1. Letter of Transmittal
Date: 31.03.2016
(this letter contains the information about the submission of the Final Report to
the Faculty of Business Administration through OPA)

Sub: Submission of Internship Report.

Dear Sir,
It is an absolute pleasure to submit my Internship Affiliation Report on Business
Development of Instrumentation Engineers Limited . This report is mainly focused on the
Business Development measures and activities practicing in IEL.
The Internship Program and writing this report has been a great pleasure and an extremely
interesting and rewarding experience. It has enabled me to get an insight into the practical
arena of Business Development Department and its activities.
In spite of time constraints, I tried my best to make this authentic. Finally, I express my
willingness to be available to you any time for any further enquiry on this report.
Sincerely yours
Israk Karim
ID : 12-21705-2
Major : Human Resource Management
Bachelor of Business Administration

2. Letter of Endorsement
The Internship Affiliation report entitled Business Development of Instrumentation
Engineers Limited has been submitted to the office of Placement & Alumni , in partial

fulfillment of the requirement for the degree of Bachelor of Business Administration , Major
in Human Resource Management ; Faculty of Business Administration on 2016 by Israk
Karim , ID : 12-21705-2. This report has been accepted & may be presented to the Internship
Defense Committee for evaluation.

Afdalin Bin Haque

Lecturer
Department of Management
Faculty of Business Administrarion
American Internationl University Bangladesh( AIUB )

3. TITLE OF THE REPORT

Business Development of Instrumentation Engineers Limited
4 . Introduction
4 a.

Background

4 a-1. History and Background of Instrumentation

Engineers Limited :
INSTRUMENTATION ENGINEERS LTD. was established in January,1984 , It was
established by Engineer Late Mr. Mofi Ud Doula . Its an Indenting company which basically
supplies all Industrial Process Management equipments of few of the World Renown

Companys in this sector. Basically In the early developing days of Bangladesh when Gas ,
Oil , Power , Fertilizer , Chemical and other Industries started to grow ; then he realized that
there would be a need of large number of Process Management Equipment to run these
factories and then he started searching for Process Management equipment production
companys to import & supply there products here and be the Local Business Partner in
Bangladesh . So the first company he signed with was an American company named FISHER
which is a world class Industrial Regulator maker and later in 2002 it got acquired by another
American company named EMERSON which has a total Process Management Equipment
solution and IEL became their local business partner in Bangladesh ; so thats how the
journey of IEL started .
Now IEL has a group of professionals and technical individuals who has solid business
experience and technical expertise in various specialized fields such as instrumentation,
control systems, engineering, installation, commissioning maintenance, training and human
resources development.
IELs range of services covers Sales, Applications, After Sales Support, Engineering,
Installation / Commissioning and Manpower Training. The company is an integrated
engineering, consultancy and solution providing organization. The directors of the company
have diversified experience of handling small to medium scale projects. IEL as a company
started with a belief to serve and develop Bangladeshs Industrial sector with their products
and services . Its goal is to provide complete Process Management solutions to the industry
requirements and act as a bridge between the customer and the external as well as internal
resources and in last 29 years it has been successful to achieve its goal through serving its
customers widely .
Its future plans are based on the belief that business will continue to develop and grow. With
this in view, It has a assembled team of professionals who can undertake responsibilities and
professionally handle the customer requirements starting from engineering through
procurement, installation, commissioning and after sale service. The company due to the
highly enriched background of its directors and Its 29 years of experience, believes that its
operational philosophy should be laid down around a concept of solution provider and system

integrator where all kinds of services should be made available to its customer at a single
source.

4 a-2. IELs Vision:

Solving our customers problems is our passion. As a technology leader, we recognize that
the key to customer satisfaction and our long-term success is to anticipate customer needs and
bring new technologies and innovative solutions that provide our customers with a distinct
competitive advantage.
We are committed to driving continued technological progress, setting new industry
standards.
At IEL, we are particularly proud of the array of technology solutions and products that bring
to help industrial users, commercial businesses, and consumers use energy more responsibly.

4 a-3. IELs Mission:

Being the Local Business Partner of the world renown company Emerson which has
established a reputation around the world for technology innovation and industry leadership.
Their game-changing technologies have served to transform whole industries ; it take pride in
developing forward-thinking technologies that help the customers stay ahead of the curve.
Emersons product development teams follow a systematic approach to developing new
products and IEL mission is always ;

Stay updated with these new innovations in process management sectors

Collaborating these products with the customers
Generating ideas for new products and services
Developing the right designs and engineering approach
Establishing the manufacturing infrastructure and customer service support for the
product and market success.

4 a-4. Present Business Philosophy:

IEL as a company and its management take serious role in leading the business and to develop
its business. The employees are active in playing engineering leadership roles in dozens of
industry, trade associations and professional societies to help them better understand and
anticipate the customers concerns and to share our expertise. IEL works with governments
to fashion and support policies that promote progress and improve quality of life. And it
always look forward to extend its support , facilities and more developed technologies to
make the industries more efficient and effective with time.

4 a-5. Management Aspects

Like any other business organization, all the major decisions in IEL are made by the top
management. The directors being at the highest level of company structure plays an important
role in policy formulation. The directors is not directly concerned with the day-to-day
operation of the company. They have delegated this duty to the divisional management
committee. The directors mainly establishes the objectives and policies of the business. There
are Six (6) Division for different purposes:

Measurement and Analytical Sales and Service

Valves , Regulators and final control Sales and Service
Systems , Controllers and Software Sales and Service
Business Development
Commercial &
Finance

4 b. Objectives:

The primary objective of this report is to fill partial requirement of BBA degree.
This report will help to know how the business development activities can play a

effective role in such companies .

The report is aimed at studying and analyzing the performance of the company as

well as IEL as a whole.

Acquainting with every day function of the product supply and service oriented

business .
Findings problem in my department, strength and weakness, opportunity, and
threats of my department.

The study is primarily an internship report but still it will be aimed at helping the
management to identify the factors that influence the development of the business

and grow its market more .

Finally the report will also evaluate future prospects of this Company .
The knowledge I have gathered here has helped me to prepare this report.

Moreover the study will help my faculty to understand the factors that influence in
developing such businesses .

Recommend some measure to improve some service areas where the organization
is lacking on customer perception and to meet customer satisfaction.

5. Industries that served by Instrumentation

Engineers Limited :

Chemical
Food & Beverage
Industrial Energy
Life Sciences
Oil & Gas
Power

6. Product Lines :
1. Regulator
2. Flow
3. Power & Water Solution (PWS)
4. Control Valve
5. Rosemount Analytical Instrument (RAI)
6. Daniel Measurement & Control (DMC)
7. Process System & Solution (PSS)

8. TopWorx
9. Rosemount Measurement Technology / Transmitter (RMT)
10. Remote Automation Solution (RAS)
11. Valve Automation

6. a Product Details :
6. a.1 Regulator :

Natural Gas Technologies (NGT)

FISHER
TARTARINI
FRANCEL
JEON
LPG Regulator
FISHER
Industrial Regulator
FISHER
Tescom
TESCOM

6. a.2 Flow :
Flow Meter
- MICRO MOTION make
Magnatic & Votex Flow Meter
- ROSEMOUNT make
Density & Viscosity Meter
- MOBREY make

6. a.3 Power & Water Solution (PWS):

Makes :
- OVATION

6. a.4 Control Valve :

Control Valve
- FISHER make
- BAUMANN make

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- POSI-SEAL make
Instrument
- FIELDVUE make etc.

6. a.5 Rosemount Analytical Instrument (RAI) :

Gas Analyzer
Liquid Analyzer
Gas Comoto Graph

6. a.6 Daniel Measurement & Control (DMC):

Gas Products
Liquid Products
Systems
Gas Comotograph (Natural gas only)

6. a.7 Process Systems & Solutions (PSS) :

Makes:
DELTA V
Asset Management System (AMS)
- Software
- 475 Communicator

6. a.8 TopWorx :
Makes :
- TOPWORX
- GO SWITCHES etc.

6. a.9 Rosemount Measurement Technology /

Transmitter (RMT) :
Pressure Transmitter
Temperature Transmitter
Level Transmitter
Flow Transmitter
Tank Gauging (IEL doesnt work in this sector)

6. a.10 Remote Automation Solution (RAS) :

Flow Computer
FLOWBOSS Series
Remote Terminal Unit (RMT)
BRISTOL Series

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Remote Operated Controller (ROC)

6. a.11 Valve Automation :

Makes
- BETTIS
- SHAFER
- DANTORQUE
- HYTORK
- EIM
- EI-O-MATIC

7. Business Development Division:

Business development division came into existence because of the restructuring of IELs
business processes. Previously all the business sales and monitoring activities were carried out
by the divisional heads , which resulted in poor management and development of the
business. To check this trend and emphasis on the development side IEL decided to centralize
its development activities and added a its Business development division separately . This
division is responsible for bringing in more business , market their products and services ,
building better customer relationship .
The whole corporate division is divided into two sections :
1. Marketing and Sales
2. Customer Relation

7. a. The broad functions of this division are as follows:

Finding Customers and building good business relationship with them

Designing customized service for the clients
Evaluating Customer needs
Making possible recommendations for further development activities

7. b. Other Relevant Activities

Improve internal communication

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Lost sales are learning opportunities yet few take advantage of them. Companies are not
organized to capture such knowledge. Instead, it remains locked up in individual memories.
that companies can take to reclaim and retain expert know how acquired by staff in the course
of their work. An Intranet helps however, creating an effective internal communication culture
requires something more.

Hire top sales performers

This departments also works in recruiting more effective and efficient employees , who will
build better customer relation and bring more business for the company with their better sales
skills.

Design effective sales compensation plans to bring in more business

Sales people don't do what they are told to do by their manager, they do what their
compensation plan dictates. IELs Business Development take great care when designing or
changing compensation plans because they have a much greater affect on the behavior of sales
people then might normally be expected. So they keep a close eye on this and design effective
compensation plan so that the people who will bring business to the company stay satisfied
and perform better . There are commission based sales plans , performance based sales plans .

Increase sales team productivity

This department always working on building greater team spirit with more open discussions ,
giving them a good working environment for better job satisfaction , ensures job security to
feel secured and arrange frequent training programs for their better knowledge about products
and design sales based commission to keep the employees satisfied and help them perform
better and grow as a better sales person with time .

Customer Relation building campaign :

The asset of any business is their customers, so building and keeping good relation with the
customers is one of the major role in any business development activity . Besides providing
good sales and service support IELs business development department recently came with a

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great idea to build better customer relation not only with their existing ones but also with new
ones . IEL started organizing different training programs on Industrial Process Management
equipments , its proper use and maintenance for their customers , where they can get clear
about the products , upcoming new technologies , best use of the products and how to
maintain the Industrial equipments better to get a better performance experience . This way
IEL helping their customers to grow more knowledge about the equipments and grow a better
relation with the customers .

8 . Constraints/Challenges and Proposed Course of Action

for Improvement
8 a. Identified/Observed in the Organization
In my Internee period I observed my Organization and finding some problem. Based on those
I do SWOT Analysis for my organization, I described it bellow:

SWOT Analysis
Strengths of IEL
Distinct Operating Procedures
Distinct Schedule
Strong employee bonding
Efficient Performance
Young Enthusiastic Workforce
Companionable Environment
No Communication Barriers
Weaknesses of IEL
Narrow Operating Span
Too Many Contractual Workers in fields
Opportunities of IEL
Countrywide Network building
More Experienced & Managerial Know-how

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Diversification of products

Threats of IEL
Growing number of competitors
If not focused chances of losing customers as market is expanding

8 b. Academic Preparation
From my experience of job I found some similarity with my academic curriculum. As I work
at the business development department I found some relationship with man management
skills and relation building . Human resource management , effective workforce
management , building good customer relation and other business development ideas all these
I learnt during my internee period and My academic subject helped me a lot to understand and
perform proactively in my internship program.

9 . Lessons Learned during this Internship Program

Job Responsibility
The most important factors that play a significant role in business development sector is to
know your product and customer the best . Other than that, one can not succeed in it .

Taking Responsibilities
To take responsibilities and to give a positive result end of the day is itself a big challenge.
IEL has provided me a vast knowledge of this. Here I have personally experienced how to
deal with the government and Industrial people . My confidence level has gone higher than I
expected by spending this short period of time at IEL.

Interact With Customers

For me interacting with customers is an art and IEL taught me a lot about it and how to
develop business by building good customer relation . How to approach , be confident , open
dialogue all this I have learned from IEL. I have become flexible in this quality and in future I
think I can plan and perform well.

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 Experience Gain
This company has enough individual corners from where I feel experience is a must thing to
gain from here. Seniors at this place has always been very helpful to provide enough guidance
to gain experience. With the help of my education and presence at IEL has given some idea
about Global and Local Trade Process.

Knowledge Gain
From my internship I learned how to develop internal workforce , build good customer
network and relation and generate more business with the combination of these . So these
gains will be really helpful for me in the future work field .

Discipline
Discipline maintaining at IEL is a key thing. Besides hard working capability this company
highlights every individuals discipline level separately. So far I have maintained myself well
here, for example I always maintain my office timing.

Initiative:
IEL always appreciate take initiative for work challenge & help those with all resources
for achieving their goals. I have learned way of working from my seniors and now I
am confident enough to take initiatives where necessary and be proactive .

10. Concluding statements

10 a. Executive Summary
When the stakes are high , we are the ones our customers turn to. Breathing life into
technology through our engineering expertise . Creating solutions that become their successes.
Whatever the demand , whatever the challenge. They know when they call us , they can
consider it solved ; yes that the motto of IEL and its growing business .

10 b. Recommendations

Management should focus on direct sales team and permanent staff quality to ensure

more sales, as this has been statistically proven.

IELs management should be aware of their competitors and their approaches .

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Management should come up with more ideas to engage customer and grow more

confidence on IEL and its product & services.

As the business is growing, the management should think on hiring more service

engineers to keep their customers satisfied with more efficient service support.
Overall the above recommendations are just from my knowledge and understanding,
management can evaluate these and take more corrective actions.

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