A Report

On
“Managing and Developing Various Divisions, Relevant Growth Strategies and Evaluating
Performance of the Employees on Barisal City: A Case Study on Shwapno Super Shop,
Barisal Branch”

Submitted by:
Md. Sholayman Apu
13 MGT-021
Session: 2013-14
Department of Management Studies
University of Barisal

Submitted To:
Tazizur Rahman
Assistant Professor
Department of Management Studies
University of Barisal

Date of Submission: 18th April, 2018

[Date] 1
 Acknowledgement
This term paper would not have been possible without the support of many people. Thus, I
would like to express my deepest appreciation to all those who provided me the possibility to
complete this report. At first, I am very grateful to my honourable course Instructor Tazizur
Rahman for his continuous guidance henceforth. His guidance and instructions about preparing
this report has been of extreme help. I am also gratified for all the times I seek advice from him
and he inspired with the paramount patience and perseverance. I am also thankful to him for
giving us the opportunity to learn through this report how the theories in the book could be
executed with the in real world. Furthermore, I would like to express my gratitude to the Outlet
operation Manager, retail Sales of ‘Shwapno’, Barisal Branch for giving me his valuable time
by sharing his experiences and knowledge and made it possible for me to finish the report
paper. I also admire the warm welcome of all the ‘Shwapno’ office staffs that they had given
me whenever I went to their Branch.

[Date] 2
 Letter of Transmittal

18 April, 2018
To
Tazizur Rahman
Assistant professor
Department of Management studies
University of Barisal

Sub: Letter of transmittal

Dear Sir,
With due respect, I have the pleasure to submit my survey report on “Shwapno” as a part of MGT-
321 course to partially fulfil the requirements under your supervision. It has been an excellent
experience for me to work in the “Survey” as it helps me to know and realize different management
theories, function, and motivation of an organization. So, this report work will help me a lot in our
higher level courses. In Our report, I have used both primary and secondary data and have tried to
prepare the report according to your instructions. I also confess that this report has some limitations
as Ill because I got limited resources. So I hope that you will be kind enough to consider the
limitations of this report.

So, I would like to thank you for your encouragement and support which inspired us to work
enthusiastically. It would be our pleasure to clarify any discrepancy that may arise or any
clarification that you may require regarding our report. I are really glad that I got the opportunity
to have such wonderful and educative experiences.

Sincerely Yours,
…………………...
(Md. Sholayman Apu)
Roll No: 13 MGT-021
Session: 2013-2014
Department of Management studies
University of Barisal

[Date] 3
 Table of Content

SL. No. Name of Content Page No.

Acknowledgement 02

Letter of transmittal 03

Part-01: Introduction 03
1.1 Abstract 03
1.2 Origin of the Report 04
1.3 Objectives & scope of the study 04
1.4 Methodology 04
Part-02: Business Proposition 05
2.1 Nature of business 05
2.2 Customer & competitors 06
2.3 Other stakeholder 06
2.4 Effectiveness & efficiency 06
2.5 Skills requirement 07
Part-03: Marketing Strategies 07
3.1 Market penetration 07
3.2 Market development 07
3.3 Advertisement 08
Part-04: Product Analysis 08
4.1 Product variation 08
4.2 Home service 09
4.3 Supply chain Management 09
Part-05: Performance Management 09
5.1 Managerial Body 09
5.2 Database management 09
5.3 Transaction Method 10
5.4 Offer and discount 10
5.5 Post selling service 11
5.6 Customer satisfaction 11
5.7 Future potentiality 11
Part-06: Others 11
6.1 Recommendation 11
Reference 12

[Date] 4
PART-1: Introduction
1.1 Abstract:
‘Shwapno’ is one of the most popular super shop in our country. Shwapno is operated by ACI
logistics limited. They have a very large number of outlets in different parts of our country.
They have more than 79 outlets and about 700 employee all around the country. Shwapno apply
and Implement different management theories and function in their organization. While I am
preparing the report I found that they evaluate the performance of their employees, develop
motivational program and other various strategies that are related with management a lot. So,
by preparing this work I come to know that how different theories of books are Implemented
In real organization.

1.2 Origin of the Report

I has been privileged to work on this report which has been assigned by my honourable course
Instructor In the class of Management information Systems (MGT-321) My report is based on
the nature, competitors, customer, different skill, relevant growth strategies, decision making
model, division of work, hierarchy, departmentalization, motivational program and
performance evaluation of a well-recognized company In the apparel Industry called
“Shwapno”. I basically tried to cover all the things that is required by our course Instructor.

[Date] 5
1.3 Objectives & Scope of the Study
Broad objective
To study and analyse how different management function affects an organization in the
practical world.
Specific objective
The goal of working on the project is to learn how an organization manages all the department,
division and how they develop relevant growth strategies, decision making process, and
motivational program and evaluate the performance of the employees. So It creates a
bridge between our academic study and real life situation.
Scope
Our group got an opportunity to know the details management functions of Shwapo. I got the
scope to understand the various management strategies of the company. When I took an
interview and researched on Shwapno, I came to know the strengths and the Aikens of Shwapno
and how it is performing in this arena of competition.

1.4 Methodology
I divided the work among ourselves and then prepared individual questionnaire for
the purpose of interviewing the personnel of Shwapno. Then, combining all the information I
made this descriptive report.
Sources of data collection
 Primary Source:
The primary information Is gathered through Informal interviews of the employees and outlet
operation manager working over there under management level, their salesman who are
directly Involved with selling product and also observation while physically visiting the Branch
premises.
 Secondary Source:
Secondary sources had also used to collect information. Secondary sources Include:
 Features and articles published in newspapers and other journals.
Website of “Shwapno” super store and many other related web Pages.
Data collection technique
 Questionnaire:
Unstructured and open-ended questionnaires Ire asked to the different people and customer
of different areas where the Shwapno super store is located to find overall information of
Shwapno.

[Date] 6
  Observation :
I visited police line Branch, Barisal, of Shwapno for an interview to an Outlet operation
manager. I also observed the shop’s environment as Ill as customer perception towards them.
 Secondary information’s:
Secondary information has collected by reviewing websites, journals, brochures and some
other relevant documents.

PART-02: Business Proposition

2.1 Nature of business
With a vision to change the lifestyle of Bangladeshi consumers Shwapno is a new dimensional
superstore In Bangladesh, a retail establishment selling goods to customers on the premises.
Opening their first outlet In Postogola Dhaka, In 28 October 2008, Shwapno Is growing
rapidly by recently running 89 outlets in different districts to serve maximum customers.
Selling goods that are expected to have a short life for personal or household use in a price that
is similar to the open market.
It Is a self-service shop offering a wide variety of food and household products organized Into
aisles, comprising meat, fresh produce, dairy along with shelf space reserved for canned and
packaged goods. Even though the super-shop or super-market Industry has not yet fully
flourished in our country Shwapno has already made its own place In the Industry with their
unique marketing strategy. But In Barisal branch, meat vegetables are not available.

[Date] 7
2.2 Customers and competitors
The target market or customer for Shwapno of Barisal Branch Is all class and people. Specially,
nuclear families with service holding parents who barely have time to go from shop to shop to
bargain and purchase daily groceries. Other than that, Shwapno of Barisal Branch tries to
capture not only upper class people but also lower class families, drillers also the people living
In Barisal areas. Shwapno establishing outlets in Eeni, Sylhet, moulvi bazar, Bogra, Nator,
Rangpur, Khulna etc. Agora, mina Bazar and Nandan are the super shop that provide similar
services for similar group of people and Is considered as competitors of Shwapno, It Is the big
opportunity to the Shwapno of Barisal Branch that It has no competitors like as mina Bazar
and Agora Furthermore, the upcoming super shops like as mina Bazar and Agora that are about
to start their business on the same Industry also possesses threat. Shwapno should convert the
competition into a strength by providing more facilities to the customers.

2.3 Other Stakeholders

The stakeholders of Shwapno of Barisal are the customers and consumers, its staffs, producers
or farmers (as Shwapno buys directly from the farmers), and the overall business environment.

2.4 Effectiveness and Efficiency

Over times Shwapno has been successful in taking and executing effective business Ideas.
Recently Shwapno has launched their own clothing line named “Shwapno life” which has
gained much popularity and has brought huge success for them. The Idea behind “Shwapno
life” Is to provide trendy, fashionable clothes in the lowest possible price range. On the
contrary, the Idea of buying product directly from the farmer is undoubtedly the most efficient
decision as it enables them to skip the middleman which is both less time and cost consuming.
Shwapno usually buys the product in a much higher volume than the small grocery shops that
enables them to sell at a lower price and still make profit.

[Date] 8
2.5 Skills required
Shwapno of Barisal Branch has 6 has employees to run their business. One outlet operation
manager four Dream achiever (DA) and one point of sales officer. To signify any task,
Shwapno plans report, targets practical report.

After a certain time, Shwapno matches or combines target report with the practical report.
Then the company can easily show the success and failure of the company to its workers and
tries to realize them the significance of their task. It is really inevitable for achieving success
in a company. The administrative authority of Shwapno usually seeks Inter-personal human
management skill while hiring an employee. Other than that, the Accounts counter requires
accounting and financial skills.

PART-03: Marketing strategies

3.1 Market penetration
Market penetration is, simply put, how can you sell more of the same product to the same
customers? For example, rather than selling individual LUX soap, I will sell them in a pack of
6, with all the different flavour of LUX soap. In departmental shop businesses, this may be
easier to do in some sectors with some products than in others. It is unlikely that I will be able
to use a 6-pack strategy In the case of a new soap box with different packaging. If this technique
is a chipper, then I may be able to get away by batch sales. This strategy has the lowest risk.

3.2 Market Development

Developing a new market for the existing company product is called market development
strategy. This is the process of finding new market for the new customer to Increase
company performance by increasing sales and profits. Shwapno of Barisal Branch
can develop market on geographical factors of Barisal and demographical such as age, sex,
gender, class etc. In this strategy I are looking at ways of how I can offer our product in adjacent
markets.
3.3 Advertisement
Barisal Branch individually has no advertising strategies for developing the business. But
Shwapno take advertisement policies centrally, they advertise their products by daily
newspaper, festoon, billboard and various TV channels overall the country. Shwapno spend
huge amount of money for advertisement. It retains their customer in return of better services.

[Date] 9
And attract new customers in the use of their good will. This advertisement provide product
standard, price, discount offer etc. As a results customers can know about its collection of
product. It frequently announce offer on a certain product. The sales mans of this shop Inform
the customers about their offer. They serve offer on Friday In various products as Ill as daily
necessary products.

PART-04: Product analysis

4.1 Products variation

Shwapno arranges product variation for their customers. As a retailer, Shwapno provided
various products. There are six department in the shop:
Daily accessories: These products are rice, oil, spices etc.
Clothes and Toys: cloths for both men and women as Ill as children, toys, cosmetics, utensil
etc. Are found here.
Confectionaries: different types of biscuits, drinks, soap etc.
But there is no facility of fish, meat, and vegetables.
4.2 Home service
Shwapno also deliver home service, and there is no need to extra charge. The DA (Dream
achiever) of Shwapno provide home service at his own cost. The customers only order the
product and DA reach the product at the customer destination.

4.3 Supply chain Management

There is a well management of date expired products. Before the 15 days ago the coming
expired products are collected. Then the product stored in properly. The operation manager
Inform the head office about their date expired products and its quantity. The head office send
Inspector to check the product, its reason, and enquiry the product. The branch return the

[Date] 10
expired product in the main office. About three months later the Inspector come to enquiry the
all activities of the shop.

PART-05: Performance Management

5.1 managerial Body
To run out a business successfully there must be a leader / manager to take decisions, to control
the whole things in a structured way. So in every Shwapno branch, to take decisions about
various matter there is only one decision maker exit who is known as Outlet operational
Manager. Shwapno’s Barisal branch operates its activity with total six employees which are
sub divided by 3 categories:

1. Outlet operational Manager(one person)

2. Point of Sales(one person)
3. Dream achiever(four person)

5.2 Database Management

Shwapno is the best retailer shop In Barisal city. They check their Inventory after every three
month. Controlling their selling process they use “micro soft Ideal System Software” .After
every three month they adjust their whole selling process .Shwapno has loyalty card but in
Barisal branch they have no loyalty card .In this situation they use SMS system.
If any customer buy their product regularly Shwapno Include their name In their service book
and SMS them for some offer.
5.3 transaction Method
Shwapno Super Shop which is basically use 10 types of transaction methods to deal with the
customers such as: cash, bkash, rocket, Brac bank, city bank, royalty mobile bank, etc.
But Barisal divisional branch only use two methods for transaction as cash and master card.

[Date] 11
5.4 Offer and discount
In various occasion they give various discounts to the customers. The certain amount of
discount, which is fixed by bank and In case of master card which is fixed by bkash.
In the Developed countries, in any super shop they provide a loyalty customer card for their
fixed customers. Generally, a loyalty card program is an incentive plan that allows a retail
business to gather data about its customers. Where customers are offered product discounts,
coupons, points toward merchandise or some other reward In exchange for their voluntary
participation in the program. This program is not available In the Barisal branch, that’s why
they don’t keep database of customers. But they maintain a database only for their regular
customers and they also inform customers every Friday by sending a regular offer message to
them. On Friday and Saturday there is offer as discount of 5% to 25%-30% on every day
essential product. The offers remains on different occasion. The offers are always set by adjust
with the main branch. Besides In the time of Eid, Ramadan, and Puja they offer special discount
for the customers.

5.5 Post selling service

Shwapno has exchange system. If any product will find out with any problem they have
exchange this product .In this case customers must have to come with their bill papers.
Shwapno charge 2% vat to every product such as Dhaka, Chittagong and Sylhet branch. But
In Barisal branch the price of every product is written on it as no vat Is added here.

[Date] 12
5.6 Customer satisfaction
Criteria Goals reality

1 Revenue 90,000 92,377

2 Customer satisfaction 100% 83%
3 service Level 100% 84.75%
4 Sales at least 85% of production 87%
So, here I can see that, their target revenue of their organization was fulfilled. That is a good
Issue for them but on the other hand they could not satisfy their customer much due to their
poor service level. They could make a sale of 87% which is more than their target. So, they
should concern more on their behaviour while they are communicating with the customers and
if they do so, then they will able to make more profit than this year.
5.7 Future potentiality
In near future, Shwapno Super Shop is planning to extent their business by opening two new
affiliate/ embranchment. Which will be at:

1. Chowmatha, C & B Road, Barisal

2. Sadar Road, Barisal.

Shwapno also trying to capture the whole market share of super shop against Hat Bazar and
others. Shwapno of Barisal Branch will Increase their business by introducing the ‘Loyalty
Card’ among the customers.

PART-6: Others
6.1 recommendation
 The salary that is given by Shwapno to Its employees isn’t enough. They should
Increase the pay scale so that they can be able to maintain their basic living expenses.
 Some workers of Shwano are working in standing condition for hours after hours. This
is too pathetic. Company should arrange sitting facilities for them.
 The feedback that is given by the authority to employees isn’t enough.
 They should give it frequently.
 The supervision of Shwapno is too strict for its employees. They should reduce their
strictness.

[Date] 13
References
 Outlet operational Manager, Barisal Branch, Barisal.
 Dream achiever (DA), Barisal Branch.
 Existing Customers, Swapno Super Shop, Barisal Branch.
 Https://www.facebook.com/Shwapno

[Date] 14