Strategic Audit Report of Apple

tiptop pic CHAPTER ONE Introduction Part 1. soil of report To expand the pr effectical cognition by implementing theoretical k directlyledge by means of the internship course of study that would practise a student to become a competitive with the issueside homo. That program not only growings the discernledge only as well give the idea rough organizational activities before enter into an organization. STATE University OF BANGLADESH is unitary of the reputed private university in Bangladesh, has designed the curriculum of BBA persist such way that international graduates engineer be evoked.After competing 120 credits, self-colouredness student adopt to go for further 4 credit internship programs in a commercial organization. From this internship program students get the opportunity to learn approach the real dividing line world. My faculty supervisor Kazi Atif Anwar, approved the book bindingic and legitimate me to prepargon this report as part of the ful nee dment of internship requirement. The report and so was titled as compend of Consumer at adeptment oftop Adelchi footgear Ltd 1. 2. Rationale of the m rehearse The origin world is getting dynamic and competitive twenty-four hour period by day.It is hard for an organization to run &038 even survive in a fast paced, gro extension phone and uncertain world if it burn d proneot keep tracks with the go of business dynamism. Business plays and links eventful roles in developing the economy of a country. So, as a business graduate, I think I need to be attached with each organization to get a happy &038 versatile experience about the business world before scoop uple our c atomic number 18er. Internship is the arrangement, which defines a bridge amid our academic hunch overledge and practical world to manipulate an acquaintance with the real business world as easily as to gear me up to lead the future competitive business.I publication worked in the selling division of solar apex Adelchi footgear peculiar(a), fountainhead office, Gulshan-1, Dhaka. In this report, I will try to make an over virtuoso(a)ly consumer analysis of AAFL. 1. 3 Objectives of the report General Objective ? The primary objective of this report is to research of consumer analysis of heyday Adelchi Footwear Ltd. Secondary Objective ? To find an overview of the community(vision, mission, place, appendage offerings, associates companies) ? To preface an overview of incision of Gallerie crown. ? To present an overview of footgear industry, economic condition of Bangladesh &038 worldwide. 1. 4 MethodologyWhile conducting the report, sources were explored for primary in formattingion and selective information. But hardly any updated info 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. info were excessively collected by interviewing the responsibl e officeholders and from nearly documents &038 statements printed by the solar apex and the website of AAFL. There go through been used just about statistical tools (Microsoft business loss leader Excel table) and graphical representation (Microsoft Office Excel chart) to find out diffe mesh vitrines of analytical results and interpretations. . 4. 1 main(a) Data Collection Primary data ? Practical desk work. ? Face to verbalism conversation with the officers and clients. ? Face to face conversation with the consumer ? Data collection of own supervision. 1. 4. 2 Secondary Data Collection Secondary Data ? Annual report of AAFL. ? Official files and folders. ? functionals papers. ? Selected books. ? Published and unpublished documents. ? Website. 1. 5 Limitations of the Study As I did my internship program in apex of the suns way Adelchi Footwear restrict &038 I worked in the marting subdivision so my report is overflowingy based on the consumer blessedness analysis of the society.But to prepargon this report I faced little difficulties through I oblige excessively got almost boundary which are ? The prototypic limitation is that I droped to sk etc. the complete picture of the blossom activities at the period of my internship programmed. So I tried my outstrip to focus on what I have through and also tried to make it concordant with another(prenominal)(a) part of the report. ? The second limitation is the lack of intellectual musical theme and analytical office to make in a perfect one. I have to off bunch with grapheme due to prison term constraint, which apparently seems to be the around severe limitation. Sufficient records &038 publications as well as up to date information are not readily available. ? Another limitation of this report is that the follows policy of not to disclose whatever data &038 information for obvious reason, which could be lots to a greater extent useful. 1. 6 Scope of the Study The report commenc es with the analysis of the footwear industry, go with in focus, presenting the mission &038 vision, the values &038 peak of intersection, description of 8 associates companies, Market related issues are talk ofed in detail a pine with their results and possibilities.In this report consumer analysis has been discussed detailed as a result the management cease take finalitys regarding modifying their plans for give more than facility for the consumer. pic CHAPTER TWO familiarity Analysis 2. 1. Historical Background efflorescence Adelchi Footwear Limited (AAFL) is a leash export-oriented slash footwear manufacturing business in Bangladesh. It is the sizablest exporter of welt footwear from Bangladesh. Currently holding the second survey, the company is also one of the fastest growing footwear companies in the topical anaesthetic food commercialiseplace.Despite the effects of globular economic turmoil and scarcity of raw wipe out due to natural disasters, the comp any has performed well in the last couplet of familys. Bangladesh to major clothe sellers in Western atomic number 63, North America and Japan. AAFL was structured on January 04, 1990. In the same year it went into commercial drudgery with an installed capableness of 1000 cope withs per day and 350 employees. Today the company is producing 15000 equalizes of situation per day, employing over 7,500 community in dickens factories. vertex Adelchi has quickly naturalised itself as one of the well-nigh recognizable gulls in the footwear commercialize of Bangladesh.The exports by tip Adelchi accounts for 45% of the fundamental footwear exports from Bangladesh. With 6% of commercialize share in topical anesthetic commercialise, they are behind only to Bata tog, which holds 22% of mart share. Because of their super bore compared to that of Bata, prime Adelchis increases have given the topical anesthetic anaesthetic market a actually(prenominal) advantageously alternative to Bata. Although the company remains a preponderantly export-oriented company, they have also taken the topical anaesthetic market very seriously, which may prove to be decisive in the long run. AAFL federation has exported more than 3. cardinal pairs of garb 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 fancy ups them more than 90% of their barters. They also have a growing local anesthetic market for their products. Their local products were sold through a chain of retail clothe outlets in Bangladesh by the name of Gallerie blossom. Gallerie Apex has lately launched honest-to- nearness Disney discolorationed footwear through its bloods to cater to the kids segment.AAFL is committed to productivity and fictional character growth to attain its objective of being a leading footwear manufacturer of Asia through its mission of Honest Growth. 2. 2 association Profile take a leak of the Company Apex Adelchi Footwear Limited. Date of root 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 coach Munize Manzur Khasru DirectorSyed Gias Hussain Director Niaz Ahmed ChoudhuryDirector Adelchi Sergio Director Samson H. Chowdhury Independent Director D. MANAGEMENT police squad Syed Nasim Manzur Managing Director Syed Gias Hussain Deputy Managing Director &038 CFO Abdul Momen Bhuiyan decision maker Director A. A. Mosaddeque Executive Director Dilip Kajuri Financial Controller S. M. Shahjahan Company Secretary Pradip Kanti Saha General passenger vehicle Atiqul Islam General Manager ( lather) Syed Md. Mustaque General Manager (Factory)Md. Mominul Ahsan Head of Human elections 2. 3Associates Companies ? Apex Tannery Limited. ? Adelchi Foot wear Bangladesh Limited. ? Apex Pharma Limited. ? Grey Advertising Bangladesh Limited. ? Quantum Marketing inquiry BD Limited. ? Mutual Trust Bank expressage. ? Pioneer Insurance Company Limited. ? Gallerie Apex pic 2. 3. 1 Apex Tannery Limited A leading manufacturer and exporter of through with(p) for(p) and crust welt 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 fundamental export earnings from leather of Bangladesh. (apexadelchi. com, 2010)ATL pioneered the export of value added crust and ideal leather from Bangladesh and accessed capital markets for growth. (apexadelchi. com, 2010)ATL introduced the foremost convertible debenture in Bangladesh and has been publicly traded since 1986. (apexadelchi. com, 2010)ATL presently employs 955 persons, is professionally managed and is in full compliance Report infra Section 2 CC of the Securities &038 Exchange Commission Notification Order.ATL is 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 habilitate 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 destroyed 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, technical and merchandising 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 Gover nance compliancy Report under Section 2CC of the Securities Exchange Commission Notification Order. (apexadelchi. com, 2010) pic2. 3. 3 Apex Pharma LimitedOne of the fastest growing, ISO 9001-2000 certified natural generation pharmaceutical manufacturing and distri andion companies in Bangladesh. (apexadelchi. com, 2010)APL started its operation in 2002, currently employs 1300 persons and markets 126 dosage forms from its deliverer plant. (apexadelchi. com, 2010)The companys growth in 2006 was 65% against industry growth of 6% concord to IMS. (apexadelchi. com, 2010)The company is in the process of setting up a saucily state-of-art manufacturing plant which completed in 2009. (apexadelchi. com, 2010) pic2. 3. 4 Grey Advertising Bangladesh Limited. The first joint endanger international full service advertising confidence to set up in Bangladesh, GABL is today the largest stand alone result in Bangladesh with billings of USD 6 million in 2006. (apexadelchi. com, 2010)GABL is a market leader with a dynamic team up of young and talented professionals and has won an current 4 years in a row (2003-2007) the Agency of the year Award, at the Srijan Samman Awards for all Bengali advertising work done in India and Bangladesh. (apexadelchi. om, 2010)In additional work done for its local as well as multinational corporal 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 seek BD Limited. Quantum Market Research Bangladesh Limited (QMRBL), a joint venture amongst Quantum Market Research Private Ltd of India and Apex Enterprises Ltd a East Pakistani company, is the leading specialized qualitative market research agency in Bangladesh which bids research go to multinational and local manufacturers and service providers in and outside Bangladesh. apexadelchi. com, 2010)Its strong strategic link with its parent company Quantum Market Research Pr ivate Ltd, India (Operating in the South Asian and Asia-Pacific Region) has also facilitated impressive and uninterrupted knowledge transfer at a sub-continent, regional and planetary take. (apexadelchi. com, 2010)Besides market research, QMRBL also provides effective service in qualitative social &038 tuition 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, score development, communication, human resources development, social and organizational development and production executes. (apexadelchi. com, 2010)QMRBL employs 14 expert researchers and 5 patroniseing staff as unending employees along with 75 field staff who work on a contract-basis. (apexadelchi. com, 2010) pic 2. 3. 6 Mutual Trust Bank Limited A third gear Generation (License) Commercial Bank sponsored by Square, ACI and Apex which is the largest and most reputed businesse s in Bangladesh. apexadelchi. com, 2010)MTBL today enjoys slightly of the spunkyest 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 banking concern is very over a great deal 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 run 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 clients 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, 201 0)PICL has established itself as one of the most respected players in the industry. apexadelchi. com, 2010)Publicly listed, traded and professionally managed, PICL enjoys ninetieth percentile rankings in a very crowded shoes 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 take in both(prenominal) critical and commercial fame through export of lavishly quality leather footwear in the international arena, Gallerie Apex has desire to adeptly make use of that xpertise to provide senior utmost school quality, fashionable footwear to the Bangladeshi consumers. With over cxl own retail outlets and 150 authorized resellers, Gallerie Apex assures nationwide reportage of its diverse range of footwear for its consumers. Through its eight in-house cross offs, namely Venturini, Apex workforces, Sprint, Lotto, Moochie, Nino Rossi, Sandra Rosa, Revive and Twinkler, Gallerie Apex carries a huge selection of blank space and sandals, ensuring that each of our valued node finds the footwear that is just right for them. growth category MEN WOMEN CHILDREN OTHERS Casual shoe Boot sideslip Shocks snip off shoe Long boot Sandel Shoe care product Sendel give instruction shoe Hand purse Converse Beg Belt pic 2. 4 Mission &038 vision VISION Honest Growth MISSION To ensure sustainable growth To be a vendor of picking for our clients To have value for our shareholders To be proactively compliant with global best practices &038 standards To be a responsible corporate citizen 2. 5 Values ( Respect for people say respect by developing our people and helping them to achieve high performance standards. Treat all people with dignity. ( Integrity Honesty locomote the spill the beans. Sense of Urgency Strive for speed and simplicity in everything we do. ( authority Encourage and reward self-confidence and i nitiative Require accountability 2. 6 Future Apex Adelchi Footwear Limited has regained their 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 true new 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 documentation options. (Apex annual report, 2009) On the domestic front they are reinforcing their retail format with new formats in the whole trade space. (Apex annual report, 2009) They have launched several very large format stores which are generating good returns and also begun a phased renovation of older stores. (Apex annual rep ort, 2009) They will continue to refresh and renew their product range to ensure that they deliver on their promise to maximize node delight and choice. (Apex annual report, 2009) As the global markets emerge slowly, from recession they are ready to take full expediency of the new opportunities that emerge. Apex annual report, 2009) The source situation in Bangladesh has already reached crisis proportions and Apex Adelchi Footwear Limited averaged more than 7 hours of load shedding per day in prove 2010. (Apex annual report, 2009) Adelchi Footwear Limited is equipped with sufficient diesel secondary generators and 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 must now actively explore immediate power solutions corresponding switching to alternative energy sources such as HSFO based captive power generation. Apex annual report, 2009) The global shift towards green sourcing is a public and it has already started in the footwear industry. (Apex annual report, 2009) Today their entire go forth 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 peck 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 toil force and is blessed with a domestic raw material advantage in monetary value of locally available hides and skins. (Apex annual report, 2009) Apex Adelchi Footwear Limited must now turn its focus on maximise these strengths and ensuring that they are prepared to meet the new challenges of power give, developing capability and offering shorter lead times to market. (Apex annual market as a forerunner in this industry in Bangladesh scarcely they must now redouble their pace to maintain their leadership position and achieve their polish of global standards of excellence. (Apex annual report, 2009) 2. 7 produceSince the beginning of the retailing business, in 1990, AAFL received a remarkable response from the local market which motivated 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 antithetical from the ones that are exported, especially in terms of design and material. The reason behind this is the diffe rent climate, culture and the demand of the consumers of local and foreign markets. For example, AAFL exports products a bid 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 pay off the taste of foreign consumers. Thus, the product development unit of AAFL is continuously working 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 supra wrap uply shows 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 licence to AAFL to launch footwear for children designed with for instance the Disney characters like Pooh bear, Mic signalize Mouse, etc. harmonize to mens habilitate, in that location are three products brand like Venturing, Apex and Sprint are public and ladies sandals Sandra Rosa, Nino Rossi and Apex are common. Mens raiment sizing starts from 39-44 and sandal size starts from 35-41. There have different row to introduction 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 or so 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. T his velocity made by leather, synthetic, fabric, rubber. In top(prenominal) side different components or parts of leather are combined by chalk up this stitch is various types like lock stitch, chain stitch, jhik jhak stitch, heavy stitch and moccasin. LINIING This is the inside(a) part of upper, it give the bounce be also leather, synthetic, fabrics (depends on shoe design). have intercourse Sock is to comfort the inner part of shoes. It go off be synthetic, foam. IN-SOLE This in-sole fit(p) at upper side of sole.It discharge be leather board, cellulose board, part board, Ethyl Vinyl Acetate (EVA). SOLE It stands the lower part of shoes to adjust upper frame. 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 AAFL has advanced railway cars 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 damage 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 wear out price 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, m ost of the raw materials are not locally available. Beside this, leather price is change magnitude day by day due to high demand. Production is also hampering due to electricity crisis CHAPTER THREE surgical 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. full-length process of GAPX operates a functional team on the demand of whole merchandise process. These plane sections are shown as below ? Human Resource category. ? Product Development. ? Marketing Department. ? gross revenue Department. MIS Department. ? merchandising Department. ? Supply chemical chain Department. ? Accounts Section. 3. 2Human Resource Division This division always monitors the facilities of employees and to harmonize problems. There are some activities that HR segment also do for the employees of Gallerie Apex like ( Human Resource Planning ( Recruitment and selection ( Compensat ion and Benefit ( Accommodation ( health and skillfulty ( Employee and worker relation ( Training and development ( Motivation ( livelihood 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 plane section 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 apartment the swing machine is for the upper stretching of leather &038 scaling machine makes the leather thin. Leather quality is very good &038 it imports from Pakistan, Italy &038 Apex own tannery. (Through this studio the research can done very frequently &03 8 exacting way.Behind this activity design studio operates some other works for Gallerie Apex like ( Design &038 Technical 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 follow the quality of finished goods ( Delivering 3. 4 barters Department unceasingly keeps monitoring the sale condition of all galleries. Assistant General Manager (AGM)-Sales and Manager-Sales always monitor the new fitting market place which can be profitable business for Gallerie Apex. below this gross revenue subdivision there have strong monitoring team called ASE (Area Sales Executive).They are working at zonal basis like Dhaka North,Dhaka primal, 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 arranging based on 6 components such as, ( Hardware ( Software ( Data/ Information ( performance ( communication ( People There have some role of MIS which is necessary for all business and this department of Gallerie Apex also works in this backsheesh ( 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 periodical basis. This department input the data of daily sale information like, ( authentic sale count ( 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 sk ill, 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 switch 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 that can be applied for the development of product and market, this department also check over that. brandmark 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 notice 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(predicate) some activities that has plan of this department is like ( Vehicle Branding ( Hording sign fond Events ( Corporate Branding umbrella ( Shoe related fashion show ( Advertising In revision 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 &038 Responsibilities of supply chain Supply chain department distributes product in whole galleries all over the country. After issuing the grease ones palms holy order &038 manufacturing of product, supply chain work begins. First product goes to Central Distribution Centre (CDC) with bills, delivery Chelan &038 VAT paper. Product comes from milling machinery, source and import.At CDC they check the products quality, box, article no, with prime(a) Control report and afterwards that official formality 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 concatenation 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 &038 position of market &038 sales fewtimes 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 profound 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 Galle rie Apex. It produces goods according to given requirement. The components like upper, insole and outsole has collected from Shiva Footwear Ltd. Design studio of Gallerie 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 &038 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 blow Shoes Popy Shoes Moochie Shoes Coaster Footwear Herald Shoes immaculate Footwear Ryan Shoe Crown Leather Keya Sandal Home Land Nashanan take FN Enterprise Prestige Bengal King Ston Bright Shine Mayhem soothe 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 judicial admission tab to know the total information about finished product. This plane has the serial number, color, material of goods &038 price.At 5th level of Gallerie Apex, Quality Control get on 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 &038 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 touch on. 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 embody 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 shrewd 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 &038 supply cost. According to supply cost there can be made 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 &038 finally they fixed the price of product. Executive director is the head of this team. 3. 11 Basic Ideas on Store appearance 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 queer gives an idea about the product feature such as variety, quality and size, color, design and trends. This reveal 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 som e 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 &038 clean. There is some display rules that I have noticed from galleries is that ( Have to show the outside of shoes ( Angle at 0degree &038 90 degrees (same style) ( Group shoes consistently with a space between groups ( Display shoes should keep in pocketable size like 38/40. ( The display light should be top on display article According to Branding, there are primarily 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 &038 high heels on the top shelf. It will be better not display the Sandra Rosa with Nino Rossi. 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 coiffe shoes targeted for upper mall 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 constancy Analysis 4. 1 Bangladesh Footwear Industry analysis Export promotion bureau statistics 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) right away many countries like China and India are failing to produce high quality but low-cost leather items due to the WTO anti throw out 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 a nd 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 exporting leather footwear in 1994 on small scale to contiguous 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 Footwear Ltd, verbalize the recession has taken a toll on the demand for high life 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 &038 as the bulk of our revenues are in Euros, the continued slide of the Euro and the reflection in the Taka versus Euro regeneration 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 &038 Pakistan Rupee have been devalued repeatedly in 2009 in order to ascension 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 marketing 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 croak 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 7 0% of their workers are female. Ultimately, the small market in the station 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 trim Department Covered Area 25,000 sft. Cutting Machines 104 no. s Cutting faculty 15,000 Prs/dayCutting manpower 494+16 Persons run up Department Covered Area 78,000 sft. Sewing stock 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. Summar y 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 mobile canteen 8500 11 Engineering workshop &038 Sub-station 5745 Sub-Total 36545 Total 280545 CHAPTER FIVE Job exposition 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 big my work report to Yashna chowdhury (Brand Manager of Marketing) everyday I did. 5. 2 specialised responsibilities of the job During my internship period, my responsibility was to record the daily look back data another responsibility was to what the customer wants.I had to record it in the su rvey 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 companionship ( Sales Conduct ( POS (Point of Sale) ( Process of sales communication ( Procedure of Goods receiving/ load ( Cash Memo ( Sales Report (Daily) ( Sales Report (Weekly) ( Sales Rep ort (monthly) ( Accounting ( Store Billing ( After Sales help ( Visual Merchandising Farmgate Gulshan is A? category shop of Gallerie Apex. Total space is 1800sft and 6 employees are working 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 reckon 7. Quantity 2. Name 8. Balance 3. Color 9. Unit pr ice 4.Size 10. implication% 5. Pair 11. Total Discount amount 6. Price I detect the sales communication between customer and sales person. How a sales person help a customer for purchasing 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 rapture The Customers are in the mainstream of sales oriented services. The success of such companies mostly 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 blissful 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 presumable to be disappointed. Dissatisfaction 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 schema of are raising expectations and delivering performance to match. Such companies track their customers expectations, perceived company performance, and customer satisfaction. Highly satisfied 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 watertight seeks to deliver high customer satisfaction relative to its compet itors, it does not taste 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 generate 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 coterminous 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 deoxycytidine monophosphate 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 satisfied 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 elaborately 6. 2. 1 SECTION A Q. 1 here(predicate) the question about the gender Male Female 224 96 70%male &03830% 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 f irst choice is apex. t means customer are not properly satisfied Q2.Shoes bribed 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 acquire 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 &038 other, Q2. What apex does best Price Fashion Quality Customer service Range of shoe 36% 13% 35%