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A Comprehensive Study on Sales Operation Management of SINGER Bangladesh Ltd

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A Comprehensive Study on Sales Operation Management of SINGER Bangladesh Ltd A Comprehensive study on Sales Operation Management of SINGER Bangladesh Ltd. Internship Report A Comprehensive Study on Sales Operation Management of Singer Bangladesh Limited Submitted to: Adiba Naoshin Lecturer BRAC Business School BRAC University Submitted by: Rubama Sayeed ID: 13204049 BUS 400 BRAC Business School BRAC University Date of Submission 12/04/2018 Letter of transmittal April 12, 2018 Adiba Naoshin, Lecturer, BRAC Business School, BRAC University, 66, Mohakhali, Dhaka-1212. Subject: Submission of Internship Report. Dear Miss, It gives me great pleasure to submit my internship report that I have completed as part of fulfilling the requirement for the Internship, which is BUS400, a course from BRAC Business School. The organization that I have done my internship program is Singer Bangladesh Limited. This report contains a comprehensive study on “Sales Operation Management of Singer Bangladesh Ltd.”. It was a great enjoyment for me to have a chance to work on this specific subject and in this organization as well. I would like to wrap up with the fact that, without your expert advice and cooperation it would not have been possible to complete this report. I will be grateful to you if you accept the report. Thank you. Sincerely yours, Rubama Sayeed ID: 13204049 BRAC Business School BRAC University Page | i Acknowledgement I would like to express my gratitude to the almighty ALLAH at first, for being able to perform my responsibilities and complete the report within the specific time. I am grateful to my supervisor, Ms Adiba Naoshin, Lecturer, BRAC Business School. I am thankful to Mr.Vajira Tennakoon, Marketing Director for accepting me as a potential intern at Singer Bangladesh Ltd. I would like to thank my on-site supervisor Mr. Farhan Azhar, Product Manager of Marketing, Singer Bangladesh Ltd. and Mr. Abubakar Rahil, Assistant Manager of Financial Service, Singer Bangladesh Ltd for helping me to write my report and for explaining all the details with patience and guiding for it in a supportive manner. Moreover, I am grateful to my Singer Bangladesh Ltd. fellows, seniors and colleagues who gave me good advice, suggestions, encouragement, their valuable time, support and provided me the most relevant information based on which I have been able to prepare this report. The wonderful working environment and group commitment of this organization has enabled me to deal with many things. I have learned many things from the people of this organization, as it was the very first corporate engagement of mine. Finally, Thanks to my parents and friends without whose support, it would not have been possible for me to be this determined and committed towards my responsibilities. Their support has enlightened my student life and career. Page | ii EXECUTIVE SUMMARY Singer Bangladesh Ltd is one of the oldest multinational companies of our country. The presence of the company dates back to the British colonial era when the country was a part of the Indian sub continent. The first operation of Singer Bangladesh Ltd began in 1905. At the beginning, sewing machine was the core product of the company. After that Singer has introduced, Refrigerators, LCD/LED TV, Televisions, Air Conditioners, Fans, Washing Machines, Irons, Microwave Ovens, Rice Cookers, Motor Cycles, Room heaters, Air coolers, Singer Furniture and Kitchen Appliances as a part of its diversification program, ventured into manufacturing and marketing of Furniture in 2013. With these wide ranges of product diversification Singer, have established 379 retail outlets and 417 dealers located in different areas of our country to ensure countrywide business. Along with this, the company has their own three factories where they manufacture and assemble different models of Televisions, Air Conditioner, Furniture etc. And a Joint venture with International Appliances Ltd which has one factory as well. Singer Bangladesh opened a new refrigerator plant at Savar in Dhaka, The factory is part of International Appliances Ltd, in which majority is owned by Singer, in a joint venture with a large international home appliance manufacturer based in China. The company operates their sales mainly by sourcing, production and warehousing. This sourcing is done from the sales department, which includes three channels called Retail, Wholesale and Corporate. All three channels give their yearly demand based on previous year’s sales record. Basically the forecasts are done from this sourcing. From product sourcing to warehousing, the whole process where product sourcing, production, warehousing and distribution is operated successfully is the main Sales operation management process. And also the E-Commerce operation process that Singer has started back in 2016, the process, how it runs from ordering online to delivering the product to the customers hand, I have tried to bring out in my report within my scope. Page | iii Table of Content CHAPTER 1: COMPANY OVERVIEW ...................................................................................... 1 1.1 SINGER HISTORY ................................................................................................................................................ 1 1.2 Background of SINGER Bangladesh ................................................................................................................... 2 1.3 Corporate Philosophy: ....................................................................................................................................... 4 1.3.1 SINGER Vision ........................................................................................................................................... 4 1.3.2 SINGER Mission ........................................................................................................................................ 4 1.3.3 SINGER Values .......................................................................................................................................... 4 1.3.3.1 Consumers ..................................................................................................................................................... 4 1.3.3.2 Employees ...................................................................................................................................................... 4 1.3.3.3 Shareholders .................................................................................................................................................. 4 1.3.3.4 Suppliers ........................................................................................................................................................ 4 1.3.3.5 Competitors ................................................................................................................................................... 4 1.3.3.6 Community .................................................................................................................................................... 4 1.3.3.7 SINGER Objectives.......................................................................................................................................... 5 1.3.4 Board Composition................................................................................................................................... 6 1.3.5 Responsibilities of the Board .................................................................................................................... 6 1.3.6 Management Committee ......................................................................................................................... 7 1.4 Brands & Products ............................................................................................................................................. 8 1.4.1.1 PRODUCT- ...................................................................................................................................................... 8 1.4.1.2 Furnitures- ..................................................................................................................................................... 8 1.4.1.3 Fridge- ............................................................................................................................................................ 8 1.4.1.4 TV ................................................................................................................................................................... 9 1.4.1.5 Air Conditioner ............................................................................................................................................... 9 1.4.1.6 Washing Machine- ......................................................................................................................................... 9 1.4.1.7 Microwave Oven- ........................................................................................................................................... 9 1.4.1.8 Kitchen Appliance- ......................................................................................................................................... 9 1.4.1.9 Sewing Machine- ............................................................................................................................................ 9 1.4.1.10 Computer- ...................................................................................................................................................... 9 1.4.1.11 Product Diversification ................................................................................................................................
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