Professional Documents
Culture Documents
1.1: Introduction
The remarkable condition in most of the underdeveloped world including Bangladesh is the large availability of local on the one hand and comparatively small use 1
Competitor and Customer Relationship of ACI Livestock and Fisheries of such capital in industry on the other hand. Some people are investing in productive way to develop the lifestyle usual the country like Bangladesh. In Bangladesh, there is a more scope to build up industries and develop our country by using efficient human resource. There are many industries build up in different aspect and their own position. But ACI is the largest and one of the leading conglomerates in Bangladesh, with a multinational heritage. The company has diversified into three major businesses. e g Pharmaceuticals, Consumer Brands & Commodity Products and Agribusinesses. That means everything which is need daily in our life is production in Advanced Chemical Industries (ACI). The popularity of ACI as an outstanding and the ability to fulfill the demand that is requirement of much people has inspired me to work on ACI.
Competitor and Customer Relationship of ACI Livestock and Fisheries These businesses have glorified presence in Bangladesh. ACI Agribusiness has a large, knowledgeable and highly skilled force that provides training and technical advices to its employees.
1.3: Objectives
1.3.1: The Primary Objective: The Primary objective is to preparing this report on
Competitor and Customer Relationship of ACI Livestock and Fisheries and to have a clear conception about all of the essential parts of the internship program.
1.3.2: Secondary Objective: Furthermore, the secondary objectives of this report To know the L&F market clearly To know the marketing activities. To understand the demand of the product at different area. Indicating the time when the demand increases. Finding out the product list & prices of AH. Reasons of Popularity. The way how to give incentive. Process of import Promotional items taken by companies in different areas of Bangladesh. How to maintain the customer relationship
1.4: Methodology
This research work for this report is a descriptive one. This research involved both qualitative and initiative analysis. There are two ways by which I collect my necessary information to complete my research that are:
Competitor and Customer Relationship of ACI Livestock and Fisheries I. Primary sources. II. Secondary sources.
Competitor and Customer Relationship of ACI Livestock and Fisheries support for twelve weeks. But ACI is a large dependent corporation, three months study time is too short in an organization like ACI and this was the main limitation of my Internship Program. Other constraints that I faced during the course of my internship are as follows: The respondents have got late to response because of being in field or out of head office in which my duties are to be done. At the time of face to face discussion with officials, there were no sufficient time, chairs and tables.
Competitor and Customer Relationship of ACI Livestock and Fisheries technology to organize, automate, and synchronize business processesprincipally sales activities, but also those for marketing, customer service, and technical support. The overall goals are to find, attract, and win new clients, nurture and retain those the company already has, entice former clients back into the fold, and reduce the costs of marketing and client service. Customer relationship management describes a companywide business strategy including customer-interface departments as well as other departments
Quality and efficiency Decrease in overall costs Decision support Enterprise agility Customer Attention
2.3: Challenges
Successful development, implementation, use and support of customer relationship management systems can provide a significant advantage to the user, but often, there are obstacles that obstruct the user from using the system to its full potential. Instances of a 7
Competitor and Customer Relationship of ACI Livestock and Fisheries CRM attempting to contain a large, complex group of data can become cumbersome and difficult to understand for an ill-trained user. Additionally, an interface that is difficult to navigate or understand can hinder the CRMs effectiveness, causing users to pick and choose which areas of the system to be used, while others may be pushed aside. This fragmented implementation can cause inherent challenges, as only certain parts are used and the system is not fully functional. The increased use of customer relationship management software has also led to an industrywide shift in evaluating the role of the developer in designing and maintaining its software. Companies are urged to consider the overall impact of a viable CRM software suite and the potential for good or harm in its use.
Competitor and Customer Relationship of ACI Livestock and Fisheries revealed that only 39% of corporate executives believe their employees have the right tools and authority to solve client problems.
2.4.3: Appointment
Creating and scheduling appointments with customers is a central activity of most customer oriented businesses. Sales, customer support, and service personnel regularly spend a portion of their time getting in touch with customers and prospects through a variety of means to agree on a time and place for meeting for a sales conversation or to deliver customer service. Appointment CRM is a relatively new CRM platform category in which an automated system is used to offer a suite of suitable appointment times to a customer via e-mail or through a web site. An automated process is used to schedule and confirm the appointment, and place it on the appropriate person's calendar. Appointment CRM systems can be an origination point for a sales lead and are generally integrated with sales and marketing CRM systems to capture and store the interaction.
2.4.4: Analytics
Relevant analytics capabilities are often interwoven into applications for sales, marketing, and service. These features can be complemented and augmented with links to separate, purpose-built applications for analytics and business intelligence. Sales analytics let companies monitor and understand client actions and preferences, through sales forecasting and data quality. Marketing applications generally come with predictive analytics to improve segmentation and targeting, and features for measuring the effectiveness of online, offline, and search marketing campaigns. Web analytics have evolved significantly from their starting point of merely tracking mouse clicks on Web sites. By evaluating buy signals, marketers can see which prospects are most likely to transact and also identify those who are bogged down in a sales process and need assistance. Marketing and finance personnel also use analytics to assess the value of multi-faceted programs as a whole.
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Competitor and Customer Relationship of ACI Livestock and Fisheries in which people buy. Customers can now research companies online and then ask for recommendations through social media channels, making their buying decision without contacting the company. People also use social media to share opinions and experiences on companies, products and services. As social media is not as widely moderated or censored as mainstream media, individuals can say anything they want about a company or brand, positive or negative. Increasingly, companies are looking to gain access to these conversations and take part in the dialogue. More than a few systems are now integrating to social networking sites. Social media promoters cite a number of business advantages, such as using online communities as a source of high-quality leads and a vehicle for crowd sourcing solutions to client-support problems. Companies can also leverage client stated habits and preferences to "hyper-target" their sales and marketing communications.
2.5: Strategy
For larger-scale enterprises, a complete and detailed plan is required to obtain the funding, resources, and company-wide support that can make the initiative of choosing and implementing a system successfully. Benefits must be defined, risks assessed, and cost quantified in three general areas:
Processes: Though these systems have many technological components, business processes lie at its core. It can be seen as a more client-centric way of doing business, enabled by technology that consolidates and intelligently distributes pertinent information about clients, sales, marketing effectiveness, responsiveness, and market trends. Therefore, a company must analyze its business workflows and processes before choosing a technology platform; some will likely need re-engineering to better serve the overall goal of winning and satisfying clients. Moreover, planners need to determine the types of client information that are most relevant, and how best to employ them. People: For an initiative to be effective, an organization must convince its staff that the new technology and workflows will benefit employees as well as clients. Senior executives need to be strong and visible advocates who can clearly state and support the case for change. Collaboration, teamwork, and two-way communication should be encouraged across hierarchical boundaries, especially with respect to process improvement. Technology: In evaluating technology, key factors include alignment with the companys business process strategy and goals, including the ability to deliver the right data to the right employees and sufficient ease of adoption and use. Platform selection is best undertaken by a carefully chosen group of executives who understand the business processes to be automated as well as the software issues. 11
Competitor and Customer Relationship of ACI Livestock and Fisheries Depending upon the size of the company and the breadth of data, choosing an application can take anywhere from a few weeks to a year or more.
2.6: Competitor
Definition: Any person or entity which is a rival against another. In business, a company in the same industry or a similar industry which offers a similar product or service. The presence of one or more competitors can reduce the prices of goods and services as the companies attempt to gain a larger market share. Competition also requires companies to become more efficient in order to reduce costs. A business that provides similar products or services. The presence of competitors in an industry drives down the price of goods and services because consumers have more alternatives from which to choose if the price of a particular good or service is too high.
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Products
products offered, depth and breadth of product line, and product portfolio balance new products developed, new product success rate, and R&D strengths brands, strength of brand portfolio, brand loyalty and brand awareness patents and licenses quality control conformance reverse engineering
Marketing
segments served, market shares, customer base, growth rate, and customer loyalty promotional mix, promotional budgets, advertising themes, ad agency used, sales force success rate, online promotional strategy distribution channels used (direct & indirect), exclusivity agreements, alliances, and geographical coverage pricing, discounts, and allowances
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Competitor and Customer Relationship of ACI Livestock and Fisheries receives. As a result, traditional environmental scanning places many firms at risk of dangerous competitive blindspots due to a lack of robust competitor analysis.
2.10.1: Strength
Motivated and well organized field force. Good distribution channel. Financially stronger company than others. New modern office. Quality product. Large industrial base. Develop new product. Corporate Brand Image Credit facilities
2.10.2: Weakness
Credit policy is not push based New Product. Staff training required. Distribution Commission is very high. Many old plants. New business for ACI. Low profit margin Flexible price offer by Competitors
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2.10.3: Opportunity
Increase trends of land. Increase the treatment. Increasing consumption rate of meat and egg. Increasing price of beef. High demand of local milk. High gap between actual need and supply of protein Withdrawal of export restriction for shrimp. Develop new product. Erosion of small companies by government new regulations.
2.10.4: Threat
Govt. Restriction. The ACME & Reneta are the main competitors. McDonalds is the brand leader and hold full market share. Institutional right customer selection. Storage capacity is not available. Completely Credit business Big customers are not interested to formal credit
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Competitor and Customer Relationship of ACI Livestock and Fisheries ACI was established as the subsidiary of Imperial Chemical Industries (ICI) in the then East Pakistan in 1968. After independence the company has been incorporated in Bangladesh on the 24th of January 1973 as ICI Bangladesh Manufacturers Limited and also as Public Limited Company. This Company also obtained listing with Dhaka Stock Exchange on 28 December, 1976 and its first trading of shares took place on 9 March, 1994. Later on 5 May, 1992, ICI plc divested 70% of its shareholding to local management. Subsequently the company was registered in the name of Advanced Chemical Industries Limited. Listing with Chittagong Stock Exchange was made on 22 October 1995. Advanced Chemical Industries (ACI) Limited is one of the leading conglomerates in Bangladesh, with a multinational heritage. The company has diversified into three major businesses. Like Pharmaceuticals Consumer Brands & Commodity Products Agribusinesses
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Competitor and Customer Relationship of ACI Livestock and Fisheries To realize the mission ACI will: Endeavor to attain a position of leadership in each category of its 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. 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 relationship with the community and promote greater environmental responsibility within its sphere of influence.
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Comply fully with all local and national environmental regulations. Conserve natural resources like water and energy for sustainable development, and adopt environmentally safe processes. Ensure appropriate treatment of all effluents prior to discharge, to prevent pollution or degradation of environment. Ensure appropriate communication and cooperate with internal and external interested parties on environmental issues. Create awareness on environmental issues among our employees and suppliers. Adopt modern waste management technology.
Competitor and Customer Relationship of ACI Livestock and Fisheries To support and respect International Human Rights within the company's sphere of influence. To make sure that their own corporations are not complicit with Human Rights Violation.
3.6.2: Labuor
To end discrimination in the workplace. Abolition of child labour. The right to collective bargaining and recognition of freedom of association. To eliminate the use of forced and compulsory labour.
3.6.3: Environment
To support a precautionary approach to environmental challenges. To undertake initiative to promote greater environmental responsibility. To encourage the diffusion of environmentally friendly technology.
3.6.4: Anti-Corruption
To work against all forms of corruption, including extortion and bribery.
ACI pledges to keep all its employees, customers, shareholders and suppliers regularly informed about the compact and the companys initiatives to uphold the principles
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Competitor and Customer Relationship of ACI Livestock and Fisheries Strategic Business Units: Pharmaceuticals Consumer Brands & Commodity Products Agribusinesses: Crop Care Public Health Livestock & Fisheries Fertilizer Cropex Seeds Motors
3.7.1: Pharmaceuticals
ACI carries the legacy of ICI- world renowned British Multinational in providing the people of Bangladesh with quality medicines and healthcare products. Its state-of-the art pharmaceutical plant represents Bangladesh's quest for a truly world class manufacturing facility. ACI's rich heritage leads to innovative and higher value added formulations. The comprehensive product range of ACI pharmaceuticals include products from all major therapeutic classes and in various dosage forms like tablet, capsule, dry powder, liquid, cream, gel, ointment, ophthalmic and injectable. ACI Pharma also has state of the art plant on Novel Drug Delivery System (NDDS). It produces world class Modified Release drug and medicine to cater the requirement of pharmaceutical manufacturer of domestic and international market. It exports high quality pharmaceuticals to a good number of countries of Asia, Africa & South America.
Competitor and Customer Relationship of ACI Livestock and Fisheries The Consumer Brands Division boasts in having an unequivocal presence in consumers' heart with the market leading brands like ACI Aerosol, ACI Mosquito Coil, Savlon. These are the persistent performers in keeping the household clean and free from germs and harmful insects. The necessity of pure food in the minds of Bangladeshi consumers especially in the commodity food business has pushed ACI to fill up the market gap by producing commodity products such as Salt, Flour and Spices. Now the customers of Bangladesh are ensured with 100% pure Salt, Spices products and Wheat products under the brand name of "ACI Pure". ACI also represents the world renowned product range of Colgate, Nivea, Tetley, Godrej & Dabur in Bangladesh through distribution and forming joint ventures.
3.7.3: Agribusinesses
ACI Agribusiness is the largest integrator in Bangladesh in Agriculture, Livestock and Fisheries and deals with Crop Protection, Seed, and Fertilizer, Agrimachineries, and Animal Health products. These businesses have glorified presence in Bangladesh. CC & PH supplies crop protection chemicals, Seed supplies Hybrid Rice, vegetable and Maize seeds, Fertilizer Supplies Micronutrient and Foiler fertilizer, Agrimachineries supplies Tractors, Power Tiller and Harvester and Animal Health supplies high quality Nutritional, Veterinary and Poultry medicines and vaccines. ACI Agribusiness is having strong partnership with national and international R & D companies, universities and research institutions. Before introducing any product, it is elaborately tested in the laboratory and farmers field. ACI provides solution to the farmers through a large team of scientists & skilled professionals.
Competitor and Customer Relationship of ACI Livestock and Fisheries Apex Leather crafts Limited ACI Salt Limited ACI Pure Flour Limited ACI Foods Limited Premiaflex Plastics Limited Creative Communication Limited ACI Motors Limited ACI Logistics Limited
3.9: Joint Ventures: ACI Godrej Agrovet Private Limited Tetley ACI (Bangladesh) Limited Asian Consumer Care (Pvt) Limited
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Competitor and Customer Relationship of ACI Livestock and Fisheries 3.10.1: Administration department Administration department specially work to maintain friendly environment through proper monitoring with the company policy. 3.10.2: Finance and planning ACI Finance and Planning function is the nerve centre of the conglomerate. The major areas of its activities include: Corporate Finance Treasury Insurance and risk management Costing Credit Management Accounts payable management General accounting Taxation New business management
3.10.3: Commercial department Commercial department of ACI ensure all RM & PM to run smooth business. Also maintain a good liaison with the customer both national and international.
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Competitor and Customer Relationship of ACI Livestock and Fisheries 3.10.4: MIS department MIS department of ACI ensures the overall IT related supports for Manages a smooth operation of software's, hardware trouble MIS provides customized report and data analysis to the
the company. shooting and business databases related to sales and inventory. management. 3.10.5: Distribution department The company maintains strategically located sales centers in nineteen Distribution system through its more than 300 skilled and trained Capable of maintaining a cold chain for vaccines and insulin.
different locations across the country. manpower and a large fleet over eighty vehicles. 3.10.6: Training department Training activity of ACI is to build up for all members of ACI family through the training, skill development, and workshop.
3.10.7: HR department HR Policies and procedures for Recruitment & Selection, Manpower Planning and succession planning. The combination of qualitative aspects and Balanced Score Card for performance appraisal. Policies regarding car loan, gratuity, provident fund and hospitalization. We offer performance bonus, leave fare assistance, festival bonus and workers profit participation fund during different times within a year. ACI is a place to learn, grow and contribute for improving the quality of life of people.
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3.10.8: Facilities: ACI believe that all members of ACI are assets so company tries to fulfill staff want and demand. Two special Eid bonuses for all members of ACI To provide handsome incentive program for field level. To provide tours national and international in every year. To provide advance money due to field tours and others occasions. ACI provide medical bill if any members are admitted in the hospital.
3.10.9: Financial Statement The maximum financial support comes from the bank due to consolidated long term and short term bank loans. The support banks are: Long term bank loans Standard Charterd Bank Citibank N.A. The Hongkong and Shanghai Banking Corporation Limited Eastern Bank Limited The City Bank LimitedShort term bank loans Standard Charterd Bank Citibank N.A. The Hongkong and Shanghai Banking Corporation Limited Eastern Bank Limited The City Bank Limited Commercial Bank of Ceylon Plc AB Bank Limited BRAC Bank Limited 27
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Competitor and Customer Relationship of ACI Livestock and Fisheries Since there is a short supply of protein in Bangladesh, the company expects substantial growth of the animal health industry in the near future. To prepare for this growth, it emphasis on local and value added products through specific action plan; investment has been made for machines to enhance capacity. It plans to launch the entire range of products for aquaculture, consisting of water sanitation, pond preparation, nutritional and medicinal products. For expanding the existing business, it introduces hatchery vaccination to make the poultry farming safer and more profitable.
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Competitor and Customer Relationship of ACI Livestock and Fisheries The role of Fisheries and Livestock sectors in the development of agro-based economy of Bangladesh is very important and promising. They contribute around 8% to national income, which also is 32% of the total agricultural income. About 90% of animal protein in our diet comes from fish and livestock.
The main functions of the Ministry of Fisheries and Livestock are to preserve fisheries resources, fulfill the requirement of animal protein through proper management and planned development, increase socio-economic conditions of fishermen, create employment opportunities for rural unemployed and landless people, expand foreign exchange earnings by exporting fish and fishery products and to innovate new technologies through research for fisheries development and preservation.
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Competitor and Customer Relationship of ACI Livestock and Fisheries Major poultry breeders and feed manufacturers in Bangladesh have opposite the government's move in fixing DOC prices, and imposing tax on corn imports and pellet feed. The government has fixed broiler and layer prices at BDT 30-32 respectively and require that advance income tax (AIT) on corn imports and pellet feed be imposed. The breeders said the decision would not help stabilize the price of DOC because the fixed price is lower than production cost and could cause a shortage of DOC. But DOC price reduce abruptly, especially layer DOC. Broiler DOC- Tk.18-20 & Layer DOC- Tk. 8.00 to 10.00 and also Increase feed price Tk.1.00-2.00/kg.
4.6.1: POULTRY:
Layer DOC crisis was around the year. Broiler DOC price varied from Tk. 18.00-20.00 Poultry Meat price was Tk. 90-130/kg Egg price was Tk. 5-7/per egg. Sporadic Bird Flu infection was in minimum scale. Poultry market grown by 20%. Key tool for managing through the cattle cycle is an annual set of long-run planning prices for managers to use when making decisions. These planning prices must be reassessed each year
4.6.2: CATTLE:
Meat price was good, Tk. 220/kg but milk price was lower. Massive FMD outbreak from March to September. A good number of cattle enter from India. Market grown by 8%
4.6.3: AQUA:
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Competitor and Customer Relationship of ACI Livestock and Fisheries Shrimp culture dropped out significantly due to export restriction. Fish price was lower.
4.6.4: vaccine
A) Live Vaccine- In Bangladesh three companies are taking maximum market share. From commercial and breeder market ACI Limited (Ceva) 28 %, Bengal Overseas Limited (Intervet) 25%, Advance Animal Science (Merial) 20%, Novartis Bangladesh Ltd. (Fortdodge) 14% and other companies are taking 11% market share. Our projection is to take 35% market share for the year 2009. B) Killed Vaccine- This type of vaccine is widely used in Poultry. Is imported from one of the world famous Company Ceva Sante Animale, France which ensure the purity and efficiency of the vaccine. This vaccine is produced by using embryonated chicken eggs. After using this vaccine there will be no side effect. In Bangladesh three companies are taking maximum market share. Among these ACI Animal Health (Ceva) taking 12%, Bengal Overseas Limited (Intervet)taking 36% , Advance Animal Science (Merial) 20 %, Fortdoge the year 2009. 12 %, Cedar (BD) Ltd.(Lohman) 6%, Jayson (IZO) 5% and other companies are taking 9% market share. Our projection is to take 25% market share for
Categories wise name of the products & vaccines in Livestock & Fisheries
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4.7:Marketgrowth
10000 8000 6000 4000 2000 0 2006 2007 2008 2009 2010
5850 4500 6100 7020
8285
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13% 4%
26%
17% 20%
20%
4.10: PRODUCT
ACI Animal Health Products are marketed since 1997 in Bangladesh to prevent from any kind of Animal Dieses and best supplying nutritional product for animal by manufacturing own and also import from different countries and marketing them very successfully. ACI Live stock & Fisheries main product are Categories wise segmented. This are VACCINE POULTRY DAIRY
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4.11: PRICE
The aim of ACI livestock and Fisheries is to reduce the gap between demand and supply of protein. The year 2009 was a successful one for livestock and fisheries as it achieved 110.7% split growth of sales. Products are determined there pricing according to the cost of product to manufacture. It is including the cost of raw materials, distribution and other cost is added to the actual product.
1 KG 100 GM 100 ML 100 GM 100GM 100 GM 100 GM 100 GM 500 GM 1 KG 10 KG 500 GM 500 GM 20'S 1 KG 100 GM 60 ML
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1 LTR. 20 KG 1 LTR 500 ML 10 KG 25 KG 500 GM 100 GM 1 LTR. 100 ML 20 LTR. 100ML 1 LTR 100 ML 500ml 1 LTR
4X5'S 2 GM
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20'S 10X20GM 8X5BOLI 10X10ML 10X10ML 100 ML 100 ML 10X10 40 LAC 25ML 100 ML 6X1'S 25X1'S 20'S
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Poultry product:
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Competitor and Customer Relationship of ACI Livestock and Fisheries Aqua: Navio plus Gluco vet Acivit AD3E Oral Feed Enzyme
Competitor and Customer Relationship of ACI Livestock and Fisheries as vaccines and insulin. The combination of this advanced function and multidimensional capabilities made it possible to handle hundreds of products efficiently. ACI livestock & Fisheries Product marketing and distribution happens through this channel. ACI has two types of product Like some of there product is there own and some of the product that import from out side of the country for example Cevac is a big company in the field vaccine when ACI wants to buy Vaccine from Cevac then they first meet with the commercial department and commercial department has lot of responsibility including pricing, LC all those thing. Then product imported by Air or Ship. Then it goes to Factory then it goes to Depot there are 19 Depot in the Bangladesh. And depot distributed product according to there road.
Push
Pull
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Competitor and Customer Relationship of ACI Livestock and Fisheries Field Force Delar Distribution Channel Wholesaler Retailar Customers Doctors Traders Farmers
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Competitor and Customer Relationship of ACI Livestock and Fisheries Group Meeting: ACI arrange no. of meeting in every month for customer (farmers, doctors, chemist even village doctors want and demand. Gift: ACI provide the different types of promotional gift to the customer, doctors, chemist to awareness for smooth business support. Leaflet & Literature: It is another effective promotional activity. It provide to the doctors, chemist for the better formal communication that is knowledge and technology. Special Price: Sometimes ACI provide the special price to the valuable and big customer. Bonus Program: ACI offered the bonus program to the customer depends on seasonal requirement and sales plan. Product Sample: Product sample is another promotional activity. It provide to the doctors and farmers for the knowing about the ACI new product. Yearly Program: Yearly closing are arrange to the customer for get-together with the higher management. Customer Category:
Competitor and Customer Relationship of ACI Livestock and Fisheries within which marketers try to ensure that their messages get through to there target audiences. Marketing promotional tools is four-way division into advertising, public relation, sales promotion and personal selling Customer Focus: Partnership Sales Growth: 40% when industry growth 15-20%. Local Production: Production facilities improvement. Sales: Emphasis on Local Product sales PBT%: Maintaining PBT%. RM and PM cost increase due to high foreign exchange rate. Huge limitation in production Support limitationCredit system Distribution ( more modernized support)
Market situation New entry with low price Scattered avian influenza occurrences
4.20: ADVERTISING:
Advertising is one of the important parts of the company. It is important to know about the information of the product to the customer. ACI Live stock & Fisheries product are not advertised in TV because there are some rules and regulation from drugs so they show respect on the tulles. But they follow different strategies. They advertised in different channel like print media, poster, FGD, Tanning to the farmers, Doctors examine and visiting and giving free medical service to the animal. Sometimes they arrange fair for the animal.
Competitor and Customer Relationship of ACI Livestock and Fisheries To achieve the budget To ensure the segment wise achievement To increase the income of the field forces To get the maximum market share 2% invoice discount will continue 2% yearly incentive for the targeted customer will continue. For Cevac Vaccine: 8% for 3 lacs per month 7% for 2 lacs per month 6% for 1 lacs per month 4% for 50 thousand per month 3% for 25 thousand per month
Strengthen infrastructure through internal people development. Ensure appropriate training for the field forces. Attractive incentive package
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5.1.1: Objectives
Maintain position and reduce gap Expected growth by segment. Improve quality of business, stock debtor and profit.
5.1.3: Opportunity
Increasing price of beef. High demand of local milk. High gap between actual need and supply of protein, around 75%. Withdrawal of export restriction for shrimp. Price of DOC & egg will be increase. Bird Flu may not be a problem. Season start for Fisheries business. All L&F personnel will convince to achieve target considering vaccine shortage.
Competitor and Customer Relationship of ACI Livestock and Fisheries Poultry: - Huge gap between available protein & total requirements - 10 % growth over industry growth Dairy : - Partially untouched potential prescribes all over the country - Morally we are agree to grow faster then earlier Aqua : - Development process of modern farming system - Farmers start to convert white fish farming instead of shrimp
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Competitor and Customer Relationship of ACI Livestock and Fisheries Aqua: To organized pocket meeting with 10-15 farmers for instant technical service & solution. To Make Prepared demo Pond, show the another farm owners of our product quality and service. From our data bank of Customers, Doctors and Consultants we will send SMS for new technology. Dairy: Activities for Sales team: To increase prescription generation Product wise sales ensure by team leader Technical team emphasis on dairy segments Select 600 prescribe all over the country for proper monitoring & services.
Activities for Product mgt team: Each month provide at least 2 product related specific technical information for Sales team. Promotional campaign FF & Customer. Technical seminar organized for introduce new technology.
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Competitor and Customer Relationship of ACI Livestock and Fisheries ACI Livestock & Fisheries is the part of ACI Agribusiness. In the Livestock & Fisheries business, ACI give the complete range of cost effective products which can provide appropriate solutions for the farmers through insecticides, herbicides, and fungicides. ACI FL plan to increase their portfolio through the introduction of biotech products. Marketing Strategic plan of ACI is designed for the project of ACI Livestock & Fisheries. The plan includes a promotions opportunity analysis, corporate strategies, objectives, plus all relevant advertising, promotion, personal selling, sponsorship, and database programs. Although Marketing Strategy requires a lot of effort it delivers many benefits. It can create competitive advantage, boost sales and profits, while saving money, time and stress. IMC wraps communications around customers and helps them move through the various stages of the buying process. The organization like (ACI) simultaneously consolidates its image, develops a dialogue and nurtures its relationship with customers. ACI Livestock & Fisheries offer high quality products and technology for the customer. They also cover full range of products for poultry, dairy, fisheries and biological products with attractive pack size. ACI develop latest molecule for customer through product management team. It will time to time coordinate with the warehouse requirement. ACI follow the different promotional activity.
I think they need more equipment and human resource to gain more profit. Now I am showing some of important point. More land to build up warehouse. More new advanced machineries.
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Competitor and Customer Relationship of ACI Livestock and Fisheries Efficient Customer Service Officer. Available Raw Material. Well decorate storehouse. New production house.
5.2: Conclusion
ACI Livestock & Fisheries plays a very vital role in the economic development of the agriculture as well as country. The popularity of products of ACI Livestock & Fisheries is increasing day by day which leads to increase competition as well. Their new
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Competitor and Customer Relationship of ACI Livestock and Fisheries invention for tea garden which is Grow-up and Tydoxi for poultry as well as Calvit-P and Acivit DB for Dairy are easily useabe, accessible and has the efficiency. ACI Livestock & Fisheries is taking it as a challenge to become a leader of agribusiness through innovation and use the Marketing Strategy and Communication. The new product occupies a specific niche within the pesticide market. The competition does not provide comparable products information, because they lack the combination of technological integration and quality in materials that the ACI offer. Their strongest competition includes the ACME. Over their ACI have some challenge, because of new organization. They always provide low rate and attractive package. In contrast, ACI targets potential customers who are already searching for high-quality products. I think with the exhaustion of new technological products advancement ACI Livestock & Fisheries preserves the right be the leader of agribusiness industry in Bangladesh and would be in the near future.
Appendix
Bibliography
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Competitor and Customer Relationship of ACI Livestock and Fisheries Kotler, Philip and Armstrong, Gary (2006), Principles of Marketing, 11th Edition, Pearson Education Inc, Upper Saddle River Kotler, Philip and Keller, Kevin Lane, (2006), Marketing Management 12th Edition, Pearson Education Inc, Upper Saddle River Flatley Lesiker,Basic Business Communication,9th Edition Naresh K.Malhotra,Marketing Research,5th Edition Zikmund G Willium, Business Research Methods,7th Edition Annual Report of ACI Limited Beams Monthly publication of ACI Limited Publication of ACI Limited,Agribusiness Official websites of ACI Limited Budget of ACI L&F,2009 and 2010 Monthly Magazine
Internet Sources:
www.aci-bd.com www.google.com www.wikipedia.com www.brs-inc.com www.valuebasedmanagement.net en.wikipedia.org www.rapidbi.com www.business-analysis-made-easy.com
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