Organizational Behavior

ACME Agrovet and Beverage Ltd

ACME Agrovet and Beverage Ltd

Executive Summary 

ACME Group is one of the leading and diversified global conglomerates in Bangladesh, with offices in all major cities, employing over 3000+ employees and dedicated to bringing the highest quality products and services to the customers. They have an annual turnover of US $60 million with diversified interests in Pharmaceuticals, FMCG, Information Technology Services, Aviation Services, Printing & Packaging Services, Trading Services, C & F Services, Apparels and more.

 The conglomerate has an outstanding record of all around excellence and growth in the relevant business activities.

Like a Captain in the Ship, ACME Leads the Bangladeshi local industries since 1954.Starting from Pharmaceuticals business ACME is now managing more than 12 SBO. In the path of glory ACME starts FMCG business in 2005, named as ACME Agrovet & Beverages Ltd. Now ACME has 9 different products items in its product basket. From Collection of “Raw material” to selection of “Packing material” everywhere ACME keeps its commitment to the nation. ACME carefully select the entire members perform inbound logistics to outbound logistics. ACME select distributor as there distribution partners, ACME maintain some criteria to select them. Sales forces of ACME are the real star of the organization. The actually provide the sales revenue for the organization. As ACME do not perform sufficient ATL activities so sales force has to do lot of activities.

So surely I can say that the report gives us a clear view about “Activity of ACME Agrovet and Beverage Ltd.”

Chapter- One


Bangladesh is a developing country, day by day the number of organization is increasing. So it is very difficult to choose any organization where have chance to learn something for future development.

With a vision to ensure the health, vigor and happiness for all, ACME began its journey in 1954 with a small pharmaceutical production facility. In the year 2005, ACME celebrated it’s 50th anniversary of establishment.

Over a little more than 50 years, ACME has become one of the largest conglomerates in the country. In pursuit of excellence, ACME flourished its business in various sectors including pharmaceutical, FMCG/Agrovet and Beverages, Textile and information Technology. With a yearly turnover of $70m, and work force of more than 3200 ACME has become a phenomenon in the country.

Using the experience of manufacturing ethical medicine, ACME ventured to establish THE ACME AGROVET AND BEVERAGES LTD. in 2005. Primarily it started with a small range of products like ACME mango and orange juice, which is followed by the introduction of ACME mineral water. Currently THE ACME AGROVET AND BEVERAGES LTD. is pondering to introduce a wide range of products, some of which are under process of development.

I have done my internship program in ACME Agrovet & Beverage Ltd. This paper prepared on the basis of the activity of ACME Agrovet and Beverages Ltd.

In addition to the activity analysis of the agrovet products, this paper also provides me with a brief set of recommendations to what this company can do in order to enhance their market share.

Chapter- Two

Company Overview

Since 1954, The ACME Laboratories Ltd. has been doing their operation in Bangladesh and today, it is one of the most successful business conglomerates having sister concerns and investments in various sectors in lot other areas in Bangladesh.

Historical Background

The history of The ACME Laboratories Ltd. dates back to 1954 when a proprietorship firm was founded to manufacture ethical drugs. It started with the modest introduction of a few oral liquid products. The late Hamidur Rahman Sinha was the founder of the firm and was the main visionary of the organization until his sad demise in 1994.

The firm was converted into a private Limited company in the year 1976. Commercial operation at the modernized plant equipped with sophisticated and advanced facilities began toward the end of 1983. Many challenges were overcome successfully to transform the company from a small unit to what it is today.

ACME continuously seeks to expand its production facilities, add employees and increase its sales and marketing efforts. According to the latest statistics, out of about 300 pharmaceutical companies in the country, The ACME Labs is one of the top four.

ACME has also endeavored to strengthen its network in international marketing operations to export its products abroad. We are optimistic about our continued growth and success.

Over the years our high achievement drive, our hard working and competent staff and confidence in our quality products have contributed to our growth. We have clear goals that inspire us and we believe to be possible for us to reach. We continuously strive to reach our goal of being the best in our field which indeed is what ACME literally stands for.

Company Background

ACME refers the “the apex” or the “highest point”. Health vigor and happiness is the philosophy of the ACME Laboratories. Its endeavor is to produce, distribute best quality drugs for the society and maintain the quality of the product in every steps of production. It also accelerates its activities for materializing the WHO (World health organization) ensuring health for all with in 2015.

ACME Group is one of the leading and diversified global conglomerates in Bangladesh, with offices in all major cities, employing over 3000+ employees and dedicated to bringing the highest quality products and services to our customers. ACME continuously seeks to expand its production facilities, add employees and increase its sales and marketing efforts.  According to the latest statistics, out of about 300 pharmaceutical companies in the country, The ACME Labs is one of the top four.

The ACME Laboratories Ltd, the pharmaceutical major and the flagship Company of the ACME Group, is a Manufacturer and Global exporter of Human, Herbal and Veterinary Pharmaceutical products. Our comprehensive Product List ranges from Antibiotics to Histamines to Vitamins.

Historical Achievement of the ACME Laboratories Ltd:

ACME is one of the leading pharmaceuticals company in Bangladesh. The top most pharmaceuticals company that has large contribution in the society and controls the drug market possessing huge market share in Bangladesh ACME is one of those. Late Md. Hamidur Rahaman is the founder of the ACME Laboratories.

1954- ACME Laboratories established as a proprietorship for manufacturing Pharmaceutical items.

1976- ACME Laboratories converted into a private limited company.

1978- Introduces to produce Tablet and Capsule in new premises.

1983 – Commercial operation with modern facility at Dhamrai, 6 acres land 32 km from Dhaka.

1987-cCream and ointment added in production.

1990-Achieve average 25% growth rate compared to the 13% registered by pharmaceutical sectors.

1992- Introduce inject able products.

1997- Agro vet Division of manufacturing of veterinary and animal health care drugs in independent factory.

Names and Characteristics of the Founders

Establishment of ACME was a great entrepreneurial effort of Late Hamidur Rahman Sinha way back in 1954 and is a vivid example of a great mind’s vision and its materialization. Post colonial Bengal was a place of great uncertainty and hardship. Industrialization facilities were meager and inadequate. One man came forward with his vision, amidst the political turmoil and utter lethargy of the then-new Government. It’s not an easy task to set up a highly sophisticated industry, and moreover do it without bank loans and governmental assistance. So it demanded immense effort, strong determination along with vision and dreams.

1954 was a milestone year in the history of the pharmaceutical industry. Late Hamidur Rahman Sinha might have thought it was a private entrepreneurial effort on his part, but in reality it was a resolute and brave footstep which played a part in pioneering the present pharmaceutical industry.

At the precise moment when this visionary man established the company at Narayangonj, though on a small scale, he had actually sown the seeds of today’s burgeoning almost self-sufficient pharmaceutical industry.

Now Bangladesh is exporting drugs to different countries of the world. Had Late Hamidur Rahman Sinha not taken such a courageous step, perhaps it would not have been possible for us to reach such heights of success.

It has been said that behind every successful man is a woman supporting and sustaining his efforts. We also remember his beloved wife, Mrs. Noorjahan Sinha, whose sacrifice, and unconditional support was always a source of inspiration to this visionary man.

As we celebrate ACME’s 50th anniversary they are no longer with us, but their memories will forever remain in our hearts. At this auspicious moment, we pay our homage to them.


About Acme Agrovet and Beverage Ltd.

With a vision to ensure the health, vigor and happiness for all, ACME began its journey in 1954 with a small pharmaceutical production facility. In the year 2005, ACME celebrated its 50th anniversary of establishment.

Over a little more than 50 years, ACME has become one of the largest conglomerates in the country. In pursuit of excellence, ACME flourished its business in various sectors including pharmaceutical, FMCG/ Agrovet and Beverages, Textile and information Technology. With a yearly turn over of $70m, and work force of more than 3200 ACME has become a phenomenon in the country.

Using the experience of manufacturing ethical medicine, ACME ventured to establish THE ACME AGROVET AND BEVERAGES LTD. in 2005. Primarily it started with a small range of products like ACME mango and orange juice, which is followed by the introduction of ACME mineral water, ACME Spice and ACME Tea. Currently THE ACME AGROVET AND BEVERAGES LTD. is pondering to introduce a wide range of products, some of which are under process of development.

Mission Statement

Our holistic approach is to ensure Health, Vigor and Happiness for all by manufacturing ethical drugs and medicines of the highest quality at affordable prices and reaching out even to the remotest areas by proper distribution network. We view ourselves as partners with doctors, our customers, our employees and our environment. At present, Globalization is our top corporate priority.


Our Vision is to reach out even to the remotest areas of Bangladesh and improve lives with quality products at an affordable price.The ACME Agrovet and Beverages Ltd. started its venture in 2005 with orange and mango juice. Then it introduced drinking mineral water.Latest of their product is ACME Spice and ACME Premium Gold Tea. It has established a modernized plan in Bangladesh located at Hemayetpur. The plant is equipped with modernized technological facilities and run by qualified personnel in accordance with the stringent guideline of BSTI.

Organ gram of Acme Agrovet & Beverage Ltd.


Chapter- Three

(Research Methodology)

Importance of the Study

This report is very important from the company’s viewpoints as well as me. Besides giving me a real world exposure, this report would also enable the company to understand the market from a different angle. With lot of tea products, mineral water and juices in the market, the competition is getting intense with foreign players already playing a key role to shape the perception and choices of the consumers. When it comes to juices, people in Bangladesh do not understand the importance of daily juice consumption, as it is very much visible in the western world. Moreover, Spa, Mum, Fresh and other mineral water brands are capturing market share fiercely. On the other hand Tea and mustard oil is a newer product for ACME and it is not yet distributed to a large scale. Therefore this research would help the company and allow me to study the current market.

Objective of the Study

Obviously, the report would lead us towards what information we want from the market. Therefore, it is very important for us to have objectives of our own to carry out the report in order to have a proper guideline throughout the report.

 Broad Objective

To find out and analyze the current market scenario and marketing plan of the portfolio “ACME” and come up with different promotional strategies for, ACME Sip Mango and Orange Juice and ACME Premium Gold Tea, ACME spices and ACME Mustard Oil.

 Specific Objectives

  • To analyze the current market and compare the market shares.
  • Developing a set of desired traits necessary for successful marketing plan.
  • Find out comparative position of the company.
  • To know about ACME Agrovet and Beverage Company as a whole.
  • To know about different activity done in a FMCG.
  • To recommend solutions for solving the problems faced by the organization.
  • Providing general idea about the spice, juice, tea and mustard oil industry of Bangladesh.


This report has been developed using both primary and secondary data collected from the related people including existing vendors, service providers and most importantly the sales force members. The internet was widely accessed to find vital data regarding the current trends and the organizational data. In addition to that, several magazines and journals were used to get detailed idea about this industry. Most of the data used in this report regarding the company policies and management practices were collected from the employees of “The ACME Agrovet & Beverage Ltd.” at the corporate headquarters.  I have adopted the under mentioned methods to conduct the activity-

Determining the source of information:

In the next step, I determined the source of information that would be required for the study. I used both primary and secondary data to conduct the study.

Primary Data:

I have collected primary data by interviewing employees and clients of ACME Agrovet and Beverage Ltd. Primary data were derives through discussion with the employees of the organization. I have collected primary data in the following way:-

  • Face to face interview with both employees and clients.
  • Observing the operational activities of the organization.

Secondary Data:

Different types of data are used in this study. Sources of secondary data are as follows:

  • Internal source.
  • Annual report of the company.
  • Preceding research report.
  • Internet

External Source:

  • Different books and periodical related to marketing plan.
  • Newspaper
  • Other internship reports
  • Friends suggestions
  • Supervisors advice


By blending all my knowledge, I tried my level best to keep the limitations as short as possible. But beside all the efforts, I faced the following limitations:

  There were scarcity of adequate data and information on the relevant topic as same data are treated as very much confidential.

   The topic of the report being a vast one.

   The topic of the report involving multidimensional factors other than pure business related factors.

   The industry being a high involving one from the seller’s perspective.

   The minority of experience and knowledge of mine acts as constrains to prepare this report.

   Preparation of a report on such topic requires more time than I got to do so.

   Lack of detailed, to-the-point information about operations from the organization.

Chapter- Four

(Findings and Analysis)

Agrovet & Beverage’s Products   

Meat Curry Spice:

ACME Meat Curry is Special types of ready spices mix ready to cook any types of Meat. It is delicious in taste and hygienic in the health point of view. 11 different variant spices are blended here to bring delicious taste in the Meat curry. All types of Meat curry ingredients are in the blend, only oil, onion and salt will be required to prepare the Meat Curry. It saves all types of hassle and time.

ACME Meat curry served in 25 gm pack.

Litchi Drink:

ACME Litchi Flavored Drink is a synthetic drink. These special types of Tasty drink specially prepared to achieve people’s non carbonated flavored drinks needs. This ACME Litchi Drink fulfills the desire of having Litchi all the year round. Good amount of Vitamin C are in the Drink.

ACME Litchi Drink served in the 170 ml bottle.

Furoot Lychee:

Furoot Lychee Edible gel is a Fat Free, Cholesterol Free, High in Fiber, Ready to Eat, Pasteurized and 100% vegetarian product.

Each Furoot Lychee is One Mini Gel (15gm) in size and serving per Jar 95 pcs (1425gm) and per pauch 18 pcs.

ACME Tomato Ketchup:

Acme Tomato Ketchup thick and rich taste comes from fresh vine-ripened tomatoes and a special blend of spices – an irresistible complement to favorite foods.

Delicious foods such as Shingara, Samucha, Puri, Peaju, Beguni, Chop, Kabab, Sandwich, Burger, Roll, Noodles, Macaroni, Chicken Fry, French Fry, Cutlet, Hotdog, Meatball and to all your favourite foods ACME Tomato Ketchup adds more taste.

Acme Tomato Ketchup is available in 340 gm glass bottle.

ACME Mustard Oil:

Acme Mustard oil is extracted from the finest grade of indigenous mustard seeds. It brings purity at your home.

Acme Mustard oil is available in 80 ml, 200 ml and 500 ml pet bottle.

ACME Spices:

ACME Chilli, Coriander, Turmeric and Cumin powders

A little bit of care, A little bit of love, A little bit of happiness, A little bit of hope, A little bit of hospitability, When a little bit of everything means everything. That’s when everything becomes natural and pure. Just like ACME spice.

ACME Spice has the essence of the actual spices pungent taste and aroma, required in small quantity and makes food simply marvelous.

So bring home a pack of ACME Chilli, coriander, Turmeric or Cumin powders. Because for gourmet food, you need lots of quality and a little bit of ACME powder(s). Add the two to delight the mind of others.

  • No Colors
  • No Additives
  • Available in 200gm, 100gm,50gm and 15gm packs.

ACME Juices:

Premium Classic Mango, Orange &

Mangorange juice

ACME Premium and Classic mango, orange and Mangorange juices are unique because of their taste and flavor.

  • Available in 1000ml hygienic UHT packs.

Premium Classic Mango & Orange juice

ACME Premium and Classic mango and orange juices are unique because of their taste and flavor.

  • Available in 250ml hygienic UHT packs.

Classic Mango & Orange juice

ACME mango and orange juices are unique because of their taste and flavor. They are nutritionally rich, free of noxious preservatives.

  • Available in 150ml hygienic UHT packs.

ACME Premium Drinking Water

ACME premium drinking water is synonymous to purity. Arsenic Free Mineral water contains proper mineral balance, is suitable for all age groups and bottled in Environment friendly PET bottle as per guide line of BSTI.

  • Available in 500ml, 1000ml, 1500ml bottles.

ACME Tea Premium Gold

ACME Tea premium gold, a supreme blend of CTC clones. It is unique for its aroma, color and taste. It contains natural antioxidants. Its natural extracts refreshes and revitalizes you and keeps you fresh and healthy.

  • Currently Available in 400g pack.
  • Different size tea packs will be available in 10g, 50g, 100g, 200g & 500g packs.


he Company’s Competitive Condition and Industry Analysis

SWOT Analysis


  1. The ACME Agrovet and Beverage Ltd have got the investment backing of The ACME group. The goodwill of the Pharmaceutical business and also the marketing channels and distribution resources are being used as far as possible.
  2. The experience, Office premises, Management and manufacture of the ACME group is a huge advantage for The ACME Agrovet and Beverage Ltd.
  3. The Quality of the products of The ACME Agrovet and Beverages Ltd. is better than most of the local FMCG companies. Comparing the quality, the prices of the products are within the range of the target segment.


  1. ACME group is doing business for more than 50 years. Therefore, this may result in traditional thinking in the top management level. Their experience is rooted by pharmaceuticals which is a totally different product from FMCG. Even the other departments in the group which are providing services to the Agrovet sector, have to understand the dimensions of Agrovet in order to provide the standard of Agrovet that it needs.
  2. May be for poor salary structure or weak corporate culture, the employee turnover rate is increasing in the whole ACME group. This is also affecting the Agrovet sector. The employees lack motivation and productivity among themselves.
  3. At present, there is no specialist Research and Development team in the Agrovet. It has become a barrier in effective and efficient market research, new product development, corporate strategic planning etc.
  4. This FMCG market needs lot of promotional communication in the market. It is an expense for the management. Not only ACME group, every management should understand how brand triggers sales and they should respond accordingly. This has been the problem of the local companies where they are falling back of the MNCs like Unilever who are doing it better.
  5. The Agrovet is fully dependent on either the import or local buying of raw materials depending on the product. We do not have our production facilities.
  6. Due to difference in the business ways, Agrovet is facing poor coordination among chain management from all other departments. Any support Agrovet needs from the other departments, they are not been able to deliver properly because they are trained for printing press, pharmacy, IT and other departments, Agrovet needs specialists.
  7. In order to maintain the product quality, Agrovet lacks competitive pricing and pricing experimentation.


  1. Currently, the government is giving priority in expanding and promoting local agro-based business in the country. This is a huge advantage to any Agrovet business. The bank loans regarding the Agrovet industry has decreased due to government intercept to encourage the business.
  2. The society is changing. People are becoming very conscious about what they are consuming. This is a good prospect for beverage industry. Now-a-days, people lack interest in drinks like Coke, Pepsi and are more inclined towards having juice, tea and when they are outside, having mineral water. May be now the rate is very low, but it is increasing. It shows the prospect for FMCG products.
  3. The number of dual income families is increasing at an alarming rate. The lifestyle of people is becoming faster and this leaves them with minimum time to cook. Therefore, it is a huge opportunity for spices market.
  4. Our country is rich with natural fruits and productive land. This can be used as a source of our raw materials needed for the manufacturing of ACME products. We can build ways to production in our own country.
  5. Globalization is a major factor for us to increase our market scope in the international arena. For Globalization, it is much easier now to enter foreign market and increase our exports to earn higher margin. It would also enable us to set up our office premises and our manufacturing plant elsewhere where it would be sustainable for us to create an MNC.
  6. In our country, the supporting industries are also growing at a faster rate. There is more number of local TV channels going international, new competition in the advertising, market tension, and other factors as well. These things would help us in our reach to our customers and also in other part of our business, for example, more number of TV channels and newspapers would mean more promotional activities and decreasing advertising cost.


  1. Globalization can also backfire. There are many corporate giants which are trying to enter our market. Being a third world country, our country is a market place for everything. Terrorists, smuggling, counterfeiting, product dumping and many other things. First world countries use our country by exerting pressure on our governments to sell their low graded products in our country. These products take away the market from our local products. But generally they are very low in quality.
  2. With increasing technology, our country being high in corruption, use those technologies in order to make fake products under different brand names. ACI, ACME and Coke are victims of such fraudulent activities. These technologies help these people to make similar kind of product packages and sell them by using the reputation and goodwill of those products.
  3. The ACME Agrovet and Beverage Ltd is a sister concern of The ACME Laboratories Ltd. Therefore, the goodwill and reputation of the products and services is like a chain that is binding all of them. If there is any problem with the reputation and quality of any one sister concern, the effect would be on all of them. So all the concerns have to maintain the same standard.
  4. The current corporate giants are the biggest threats not only in terms of competition but also in ways of how they are exploiting or using the supplying industries for their own operation. This can be in terms of their cost of raw materials. They can use low quality raw materials and can easily cut their cost of manufacturing. This would give them a price advantage and greater profit margin.
  5. The unstable political condition is a big threat for any company. Sudden hartal or blockage may result in the delay or no distribution of products. It can also hamper the regular official work if there are any downtown abnormalities due to political issues.
  6. The corruption in the government can result in certain changes of rules and regulations. Any foreign company can easily bribe or can do heavy lobbying in order to enter the market with a product of better brand image.

 PEST Analysis:

Political Situation:

The political situation is a big factor in any industry. This is a general factor for all of the business entities as well as for the general public. Any political disorder results in problems of the organizations’ daily hazards. For example, hartal, strike etc can hamper the normal product distribution of ACME to the local or regional distribution.


 It is a general factor that affects any profit making organization. It explains the market demand supply, public disposable income etc. ACME would export product to that countries which has got people with high disposable income. The prices of the products are to be set accordingly. In the national level, few districts have higher sales, higher profit margin and also higher distributors or trader profit. For example Dhaka, Chittagong, Bogra, Sylhet, it can also be based on area, Dhanmondi, Gulshan, Banani etc.


This general factor is important because it defines the culture, rules and norms and other influences of the Society that the country is operated in. ACME cannot easily have higher profit margin because our society is not accustomed to habit of having Juice or Tea in a regular routine manner. They do not understand the importance of juice in their daily diet or having pure refined mineral water on roads. They do not understand how having branded tea is useful to their health. So, it is affecting ACME.


ACME is a manufacturing company. So technology is a big general factor for any manufacturing company. The machineries that are being used are a part of the technology. Different machines have different production capacity. They need trained personnel to operate them. So the training facilities come into play as well. The workers of the plant need to be aware of the upcoming technologies and their preliminary education is also a factor. Here comes the question of their payment. This shows how important technology is and how it is affecting the operation of the organization.

An Assessment of the Company’s Current States of Operations and Future Directions 


The type of government in control is a major general factor. For example, in these days of Globalization, Foreign Direct Investment (FDI) is a general thing. But it depends on the ruling government. If the government welcomes foreign direct investment then it becomes a problem for the local companies because lot of foreign giants would come to dominate the market which is currently dominated by Pran, Shezan, Starship, ACME etc. Dabur is trying to enter Bangladesh but are not being able to. Government is also important because they can monitor the product prices, product quality and also set up new rules. Government lobbying is a very important factor in Bangladesh. The type of government is very influential and it can also affect the company, for example how corrupted the current government is or how high the transparency is.


This specific factor prevails in any industry and for any company. It sets up the prices, shows the quality of the promotional activities of the industry, taste of the product etc. On the other hand, Taaza is so advanced in its promotional activities that are creating a huge gap in competition where Ceylon tea or ACME tea is not being able to compete.


It is a general factor that is there for every type of markets and products. For example, ACME is a corporate brand. Our brand symbolizes sophistication. That is why the main target of our mineral water customers is restaurants, hotels, institutions and cafeterias. Sheraton, Four seasons and other restaurants use our mineral water. Recently, BSTI has announced that every product has to set up packaging in Bengali; we must use Bengali in product bodies. We have to write the product names in Bengali. This can hamper our brand image in that sort of hotels, and now, we have to change our package printing in that way. This is a matter of time and costing and also a determinant factor for the external customers. This external factor is a big issue for any company in any industry.

 Target Market:

This specific factor gives the company the narrow direction that is should hold on to. To be specific, this factor gives the organization the phenomena on which to make the profit. It is as important as the name suggests. For ACME, there are different target markets for different products, Juice 150, 250 and 1000 ml have different target markets. Same goes with water Tea and Spice.

Demographics (Population Size):

 It is the population size, shape and overall estimation of the general population. No matter it is one of the most influential general factors for every market. It describes the population size and provides an estimation and calculation for the Market size. Dhaka has a population of 20 million, but that does not mean that 20 million is the market size of ACME. Our market size is within the population which is characterized and described by Demographics.

Supporting Industries:

It is specific for specific industries. For ACME, the supporting industries are Distribution, Media, Software, Packaging agencies; Trade Market etc. these industries support the operation of ACME. For example, TV channels, Newspaper, Billboards and all other media enables ACME to communicate with the target market, packaging companies like tetra pak helps us to enhance better packaging for our products. Advertising agencies like paper rhyme and Carrot helps us build our product and prepare our communication and marketing plan. These are all different industries but it shows how importantly and closely they are related to our operations.

Supporting industries in general view:

We have talked about the supporting industries of ACME. Now let’s look at it from a general perspective. Supporting industries discussed in the specific factor are different industries which play very important part in the operations of other companies as well. They may be our competitors or our sister concerns. Now, from general viewpoints, how well or how differently other companies can use them makes a lot of difference in any industry. For example, let us look at how brilliantly they are being used by Unilever or Square, or even Ericsson or Nokia. This is changing the market about the effectiveness and efficiency of how well they are being used. These are difference making effects on the whole market and the overall business.

Factors Critical for the exchange Rate Movements of Currencies:

This is very important for the companies as well as for countries in the international market. Talking about it in the specific sectors, let us take the case of ACME exporting products to UK. We have to take consideration of the income level, inflation rate, exchange rate between Taka and pound. When the inflation rate of UK is higher than that of Bangladesh, there would be high prices of UK products in UK. But compared to the UK local products, the prices of Bangladeshi products would be cheaper. Therefore, there would be an upward pressure on the demand for the Bangladeshi goods which also includes ACME products. This would also enable ACME to earn higher profits. On the other hand, if the exchange rate is high, for example 100 TK gives £1, then ACME would have certain amount of profit, but when it is !20 TK to £1, then the profit calculation changes. Now, this exchange rate is influenced by critical factors like Income Level between the two countries, Inflation rate, interest Rate, and also the economic factors of the two countries.

International Financial Market:

In the Macro view, there are lots of things that can affect the exchange rate movement between two countries and also between the capital flows of the business operated in both the countries. These factors includes like Balance of Trade, Export, Import, Duty, Taxes, Quotas, Balance of Payments, Financial Aid, Current Account and Capital Account. These things affect any business both internationally and nationally.


Customers are the most important stakeholders because they are the key to our purpose of running our business. Directors are the persons who are responsible for the existence and continuation of the business. ACME is a private limited company so there is no question for shareholders. The government is another stakeholder because they are affected by the nature of the product we sell and our tax payment and our operations countrywide. Supporting industries can be our Banks and all other companies that provide their services to us.

(Islam, 2012)

 Strategic Operational and Legal Issues & Problems 


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Unless otherwise directed by the Client, Acme Labs will discard all rejects from soil, sediment and vegetation samples immediately after sample preparation. Rock and core rejects are disposed of after 3 months. All pulps are retained for 3 months after which storage charges will apply unless the Client directs Acme Labs to either return or dispose of the pulps. Return of pulps will be charged at cost. Disposal or storage of rejects and/or pulps will be charged as specified in this price brochure. International soil samples cannot be returned and will be charged a disposal charge for incineration according to CFIA protocol.

Statement of Liability

Acme Analytical Laboratories Ltd., including its subsidiaries, will undertake to conduct and report all analyses in accordance with generally accepted analytical laboratory principles and practices unless deemed necessary in the reasonable judgment of Acme Labs to vary from said principles and practices due to the nature or composition of the samples or to comply with regulatory requirements. Acme’s total aggregate liability arising from professional acts, errors or omissions shall not exceed the total fees for the services rendered. There will be no other liability, obligation or responsibility of any kind for losses, costs, expenses or other damages (including without limitation special indirect, incidental or consequential damages) relating to services or results provided by Acme. All results are strictly for the use of the Client; Acme Labs is not responsible for any loss, damage or liability arising from any acts by the Client, its agents, staff or other consultants employed by the Client. All claims shall be deemed waived unless made in writing and received by Acme Labs within 2 years following completion of services.


All results are the confidential property of the Client. Acme Labs assumes the following liabilities only: Actual cost of the analysis for errors attributable to Acme and $20.00 per sample for loss of samples during processing or during storage up to one month after analysis. Clients must retrieve samples they consider to be of value.

Human resource Management process:

Human Resource Planning:-

Human resource planning consists of how many and what categories people need for achievement the goal of an organization and per forming tusk efficiently.

Importance of Human Resource Planning

  • In an organization there are various types of people works, so it is needed to plan their activity.
  • Every organization must have a human resource planning, without it no organization cannot operate it s function efficiently.
  • Human resource planning helps management find the right people for the right job at the right time.  Human resource planning attempt to match demand and supply of the employee in the organization.

Human resource planning is critical to the success of companies because Human resource is the essence, the lifeblood of an organization.

Human resource planning process:-

                    Assess Current Human Resource.

             Developing human inventory

                Under taking job analysis.

                   Forecasting Future Human Resource

             Forecasting employee demand

                Forecasting employee supply.

                     Compare Future Demand and Supply

                   Formulate Human Resource Strategy.

Evaluate and Update.

Recruitment and Selection:-

Recruitment is the selection of large number of people, how many people needed in an organization that surplus terminated, shortage new employee should be employed. New and qualified people are selected by recruitment. It is an instrument to attract qualified candidates to select right people for right job. Recruitment occurs before selection of employee.

Recruitment involves searching for and obtaining qualified job candidates in such numbers that the organization can select the most appropriate persons to fill its jobs needs. it paves the way for selection  procedures by proceeding  smallest number of candidates.

Recruitment is the set of activities used to obtain the organization most important assets, its human resources.  it has a magnificent  role  in the organization , it can lead an organization to the path of success by selecting  qualified employees. So, the recruitment process must be done in compliance with legal regulations.

Recruitment and selection process of ACME Laboratories:-

Human resource division takes the responsibility to recruit the qualified people for the organization who can contribute most for achieving the goals.

Recruitment is necessary for –

  Meeting the demand the current need of employee for achieving the long term and short-term goal of the organization.

  Replacement of the vacant position.

Sources of recruitment:

ACME Laboratories recruit in different process –

  Continuous CV receiving process.

  Advertisement in the Daily Newspaper.

  Job web site.

Source and method of recruitment:

Internal source: Internal source Include – promotion, transfer, job rotation.

Promotion: from with in is the practice of advancing current employees to higher level jobs.Internal employees can be better qualified. Even jobs that do not seem unique require familiarity with.

Recruitment process in ACME Laboratories Ltd:-

ACME Laboratories is an ISO Certified company. So every activities relating to recruitment and selection of employee in this company must be documented.

Step -1: Existing vacant position should informed to the Human Resource Division through divisional head in personnel requisition form referring job specification and job description for recruiting the best person.

Step-2: Head of Human resource Department approved by the Management.

Step -3: Advertise in the daily newspaper, online or internal announcement.

Step -4: Human Resource Division and concerned department receive CV and applications from the interested person.

Step -5: After screening short listed candidates are invited for the interview by telephone or mail.

Step -6: Invited for written test for the potential candidates.

Step -7: Concerned departmental Head and Human resources divisional head discuss performance ratting and complete recruitment process with the approval of top Management. 

Step -8: Selected candidates informed about their selection and asked to report to the head of the Administration for salary negotiation.

Step -9: Acceptance of offer, candidates will be given all papers or recruitment to that returned to human resources division.

Step -10: Completing recruitment formalities duplicate copy of appointment letter will be signed by candidates and returned to Human Resources Division.

Step -11: Completing recruitment formalities duplicate copy of Appointment letter will be signed by candidate and returned to human Resource Division as acceptance.

Step -12: On the joining the incumbent sign joining letter that is returned to Human Resource Division.

Step -13: Head of the Human resources division check original certificates.

(Wahid, 2012)

 Activities In ACME Agrovet & Beverage Ltd

While producing the Products ACME Agrovet & Beverage Ltd. consider about something before production.

  1. Quality Control
  2. Raw material
  3. Packing material

uality Control:

Total Quality Assurance (TQA) is Acme’s premier strength for ensuring the highest obtainable quality. As ACME Agrovet comes from a parent company like ACME laboratories so it is always very much careful about its quality control. ACME ensures best equipment and well trained staff. All procedures for testing, sampling and inspecting are clearly documented, approved and implemented with pin-pointed precision.

 Raw materials:

ACME produces raw materials from the best possible sources. ACME believes that quality of product depends on the quality of raw materials.

For mango juices, concentrated mango pulp comes from the best sources of India and Pakistan, which are produced from continental mangoes of best quality.

For orange Juices, the raw materials as concentrated orange pulp are being procured from the best sources of Brazil, which are produced by blending a pool of selected fresh oranges.

ACME collects best raw materials for the spices. ACME normally collects raw materials locally specially from north Bengal.

ACME Tea is collected from the best sources and best tea leaf producers.

Water treatment plant is place a high place in terms of ACME Agrovet division

The water treatment process includes reverse Osmosis which undergoes 20 stages of filtration process, Ozone and Ultraviolet Ray treatment before the water is bottled as premium drinking water for marketing.

 Packing materials:      

Our juice products are packed aseptically using the unique Tetra Pack technology ensuring

  1. Longer Shelf Life
  2. No deterioration during shelf life
  3. Free of preservative related side effects.

Production Process:-


The ACME Agrovet & Beverages Ltd. established a modernized plant in Bangladesh located at Dharmrai under Dhaka district about 30 km west of Dhaka City. Plant is equipped with modernized technological facilities and run by qualified personnel in accordance with the stringent guideline of BSTI.

  Total Sq. ft:  55000 Sq. ft.

 Commercial Production: 2005


ACME’s plant is a testimony to its basic commitment for manufacturing the highest standard of ethical drugs. The plant has the most sophisticated imported machinery and equipment. 

  • While designing and constructing the plant, proper attention was paid to the latest
  • Concepts of cross contamination,
  • High efficacy of air circulation handling,
  • Particle free finishes,
  • Equipment layout,
  • Process flow,
  • Hygiene and safety.
  • Special care has also been given in selecting
  • Machinery and laboratory instruments.
  • The plant has the most sophisticated imported machinery and equipment.

Physical Supply Channel:-

Placing orders (by the company):

Many companies now-a-days have indulged in the use of internet to carry out their order placement for their supply chain management due to reduced cost and time, but ACME follows a strategy which contributes in managing their supplies in a more productive way which basically focuses on building and maintaining a strong relationship with their supply chain partners. They usually place their orders over telephone and fax, as they believe that direct and/or face-to-face contact with their suppliers will help to build a stronger personal relationship, which will motivate them to supply their materials efficiently and in a timely manner reducing the risk of delayed supply or the possibility of wastage of the materials. After placing the orders,

Inbound Logistics Activities and Parties:

ACME Premium and Classic Mango and Orange Juice- The juice products are packed with the unique Tetra Pak technology. It ensures longer shelf life, No deterioration during shelf life and free of preservative related side effects. To ensure quality of product, ACME does the procurement from the best source available. The company gives greatest emphasis on the quality of their products, for which they also give high importance to the quality of raw materials. The raw materials of Mango juice, mango pulp, are imported from India and Pakistan. These are continental mangoes of the best quality. For Orange Juice, concentrated orange pulp is procured from the best places of Brazil, produced by blending a pool of selected fresh oranges.s finished. Then freight forwarders load all the shipments in specific containers. Then the freight forwarders forward or transport all raw materials to their factory Dhamrai.

Premium Drinking Water

ACME premium drinking water symbolizes Purity. As per guideline and standard set by BSTI, it is bottled in environment friendly PET bottle. It contains proper mineral balance and is for all age groups. ACME buys machinery from china but they buy ‘mould’ from any local company. It’s very important to labeling bottles. That is why for labeling purpose they have bought high quality machine from German and china. For better perforation ACME has also imported the best machineries in our country.

After the Supply of water from deep Tube well it is processed, purified and bottled in to the factory which is located in Dhamrai. Then all products are sent to the central sales center using mini trucks.

Terms and Conditions:

To ensure smooth product movement and storage efficiency, it is very crucial while making contract with the suppliers to specify in the contractual documents the conditions in which the goods are to be supplied and method by which they will be handled.

  • Credit Purchase: As ACME purchases their raw materials in bulk amounts so it is necessary for them to buy these materials on credit instead of in cash. So they specify the terms and conditions for the credit purchases through various written documents such as Bill of Lading, Letter of Credit.
  • Delivery Cost: There are various methods of allocating delivery expense of a shipment e.g.; FOB shipping point, FOB destination, CIF etc. ACME usually follows FOB destination method in its transactions. Thus the expense of hiring the vessel to ship the product up to Bangladeshi port is borne by shipper that is foreign suppliers and from there on the expense of transporting the shipment to the factory warehouse via truck or trailer is borne by ACME.
  • Insurance: The cost of insurance premium is borne by ACME but the insurance policy is purchased by the carrier (that is shipping vessel). The insurance policy comprehensively includes who will bear the liability in case of all possible incidents.

 Determining Supply Requirements (Vendor Selection):-

The vendor selection process has undergone significant changes during the past twenty years. These include increased quality guidelines, improved computer communications, and increased technical capabilities. In today’s competitive operating environment it is impossible to successfully-produce low cost, high quality products without satisfactory vendors. Thus one of the most important purchasing decisions is the selection and maintenance of a competent group of suppliers.  Vendor selection decisions are complicated by the fact that various criteria must be considered in the decision making process.

  • Quality Assurance: ACME gives most emphasis on providing superior quality products to their customers. In order to ensure this, they look for the suppliers who can provide the best quality raw materials i.e. mango pulp and orange concentrations. That is why they use foreign sources like India and Brazil instead of local sources. But they also have to purchase their equipment all the process include.
  • Price Considerations: As ensuring superior quality is the topmost priority of ACME, it has to somewhat sacrifice in terms of cost of raw materials. However, as beverage (fruit juice and mineral water) falls in the FMCG category, the consumer market is extremely price sensitive. The bottom-line about becoming successful in this industry is to offer the product at the lowest possible price to ensure highest volume of sales, with a low per unit margin. This can only be achieved if the raw materials are purchased in bulk quantities and at a lower cost.
  • Order fulfilling: While selecting vendors, ACME also considers the past records of the suppliers in terms of order filling, less backorder, etc.
  • Shorter lead-time: ACME considers not only the order filling rate and number of back orders while choosing suppliers, but they also consider whether they are delivering on time or not.

Physical Distribution Channel:-

1)      Forecasting of Market Demand:

The volume of the product and services to be handled by the supply chain, more specifically the demand level, provides the basic inputs for the planning and control of all the functional areas, including logistics, marketing, production and finance. This planning and controlling of supply chain activities require accurate estimates of demand. These estimates are typically in the form of forecasting and predictions and that is why, forecasting demand levels or supply requirement is vital to a firm as a whole.  Demand levels and their timing greatly affect capacity levels, financial needs, and general structure of the business. But usually, the logisticians alone do not bear the responsibility to produce the general forecasts for the firm. Marketing, economic planning, or a specially designated group is more likely to be assigned to do the task. Under certain circumstances, especially for short-tem planning such as inventory control, order sizing, or transport scheduling, the logisticians often finds it necessary to take it up to him or her to produce this type of information.

In ACME Agrovet & Beverages Ltd., sales forecasting is done by the company’s central logistics department- part of the marketing department. Their marketing officers estimate the future market demand with the help of the Planning Procurement and Inventory Control (PPIC) section. PPIC is completely separate from ACME’s logistics department. It works for the ACME Laboratories, not a part of Agrovet & Beverages Ltd, but it still helps the Agrovet & Beverages in forecasting supply requirement since its main task is to maintain liaison between the production and sales department. After reviewing marketing officers’ report, and making adjustments if necessary, PPIC sends the report to the top management for approval since all decision making is centralized and they are the only authority to take the decision.

ACME uses both quantitative and qualitative forecasting. At first, they use quantitative techniques. Here, the sales trend of previous years is analyzed to predict the future demand of products. Although in most of the times the market demand for ACME juice and mineral water exceeds ACME’s production capacity, but still this forecasting is necessary to estimate what will be the demand in future and how much to produce for the time. To reduce the high demand uncertainty, they also consider the seasonality and festivity of our country. People consume more drinks in summer season than any other season while they consume least during winter season. And it will be also high during various religious and cultural festivities such as Eid, 1st Day of Bengali year, etc. So seasonality and festivity are important consideration for forecasting. But stock out situation may still happen when the demand increases in more percentages then they have forecasted, and vice versa. For example, the long summer in this year was highly unexpected which certainly resulted in huge lost sales, that is, there must have been excess demand then the supply provided by ACME. Then again, the late rain must have also created bad effect on sales since people would consume much less in wet weather. Besides, our economic and social environment is very unpredictable, highly fluctuating too.

ACME also uses qualitative techniques of forecasting, which includes use of subjective judgment, intuition, surveys or comparative techniques to produce quantitative estimates about the future. The information relating to the factors affecting forecasts are typically non quantitative, soft, and subjective. The nonscientific methods nature of the methods makes them difficult to standardize and validate for accuracy. But they are usually used when historical data are not available or may be of little relevance to the forecast at hand. However, these methods are usually may be all that is available when trying to predict the success of new products, government policy changes, or impact of new technology. These qualitative methods are likely to be methods of choice for medium-range to long-range forecasting. For example, since there has been very little rain this year, it can be straightforwardly predicted that this year’s winter will be much colder than usual, for which beverage consumption will be much lower during that season.. So, ACME Agrovet & Beverages Ltd should produce less in this winter compared to previous year’s winter.

Information system and order processing:

The major purpose for collecting, retaining, and manipulating data within a firm is to make decisions, ranging from strategic to operational, and to facilitate the transactions of the business. Logistic information system should be comprehensive and capable enough to allow for communication not only between the functional areas of the firm but also the members of the supply chain. Now ACME is sharing selected information about sales, shipments, production schedules, stock availability and order status and the like with vendors and buyers, in order to reduce uncertainties throughout the supply chain as the users find ways of benefiting from information for doing their logistic functions. For better performance, to do activities effectively and successfully, ACME uses software like Oracle, SAP, C++ and many more. Within the logistic information system, the major subsystems that ACME more or less uses are Order Management System, Warehouse Management System and Transportation Management System. Each contains information for transaction purposes but also decision support tools that assist in planning the particular activity. Information flows between them as well as between the LIS and the firm’s other information systems to create an integrated system. The information systems are typically expressed in the form of computer software packages.

1) Order Management System:

Invoicing: ACME checks whether a party can avail product due to his high credit records or not.

Fulfillment Location: ACME allows location status to compare how much time will require fulfilling an order.

Product Allocation: ACME follows proper sequence of next order processing or fulfillment.

Credit Checking: ACME keeps record of each and individual parties past record regarding loan status, credit score etc.

Warehouse Management System:

Receiving: ACME puts record both in Dhamrai and Hemayetpur central warehouses information regarding ‘check in’ from inbound dock.

Put away: ACME maintains proper placement of products by their nature into stores, departments and warehouses.

Inventory Management: ACME monitors the product stocking, suggests replacement quantity etc.

Order processing and retrieving: ACME picks the product, accessories and packages for order filling.

Shipment Preparation: Finally after final packaging and labeling, ACME prepares product for final delivery.

Transportation Management System:

Mode Selection: ACME stores data on multiple modes, freight rates, availability, frequency and time.

Freight Consolidation: ACME also keeps tracks for economical loads.

Routing and scheduling shipments: ACME maintain proper track of route scheduling, selecting stop offs and restrictions on the route.

Claims processing: ACME provides auto processing of claims for their distributor and retailers.

 Inventory Management and Warehousing

Inventory management can be referred to as the total of those activities necessary for the acquisition, storage, sale, disposal or use of stock of materials/finished goods. Managing inventories involve deciding about- what to order, when to order and how to order- so that stock is available on time and at an efficient cost.

To measure how much stocks have to be kept in which warehouses (factory, intermediary or retail) for which period (immediate, midterm and long term), estimates from both quantitative and qualitative forecasting methods are used by the company. The stocks or material held by ACME can be divided into three basic forms-

Raw materials/components: input or materials stored in advance for industrial and production processes for ACME includes mango pulp and orange concentration for juice water pumped out from underground via deep tubewellresin(mould) for Plastic bottles Tetra packs for juice packaging.

Work-in-progress: input awaiting processing, packaging or operation

      Diluted pulp and concentration

      Empty bottles blown up from the resin to be filled by juice

      Purified water in the reservoir

Finished goods: stocks at the end of value addition process are in factory warehouses

      Packaged  juice ready to be shipped

      Bottled water ready to be delivered

Stock Keeping:

      ACME maintains proper placement of different juice and mineral water, according to their demand level, in near places, or further behind the stores, departments and warehouses

      ACME monitors the product stocking, decides on reorder point or replenishment quantity etc

Inventory at the stocking points are maintained and managed by the intermediary distributors themselves, ACME just manually monitors and suggests on how much to keep.

Barcode:  ACME does not use any barcode system for its own  inventory management, rather they do it manually. ACME uses barcode system for the products they export and for those products they supply to the superstores like Nandan, Agora etc. They attach the barcode labels on the products which later scanned by the receiver’s detectors and data stored in the database. ACME does not use any barcode system for its own inventory management, rather they do it manually.

Outbound logistics of product transportation

Although inbound logistics is different for juice and mineral water, but outbound logistics is same for both types of products. They use the same transportation system and distribution channel for both types. As mode of transportation, ACME uses just the roadway that includes trucks and vans. Distribution starts from the factory warehouse at Dhamrai, from which goods are sent to Central Sales Centre in Hemayetpur using trucks. From there, the goods are then sent to their 18 sales centers (depot) situated across the country. The goods are then sent to the local distributors and retailers, to avail the products to the customers.

To manage the distribution properly, they have categorized their distribution workforce into Area Manager (AM), Territory Manager (TM) and Sales Representative (SR). they have also divided the regions into different zones which vary according to the regions. For example, in Dhaka region, ACME has appointed 2 AMs (Area Manager) for 2 zones- Dhaka North and Dhaka South. Each AMs has 3 to 5 TMs (Territory Managers), which  vary according to market demand of each regions. But each of the TM has exactly 5 Sales Representatives working under him. Each sales representatives go retail store to retail store they are assigned to, to get the order from the retailers. Retailers may also give order to the distributor’s delivery man. TM does not go to retail shop to retail shop like SRs has to, he monitors the work of SRs, while the TM is monitored by the AM. But a critical point in Acme’s distribution is that, the point of sale (POS) is when the goods reaches the distributors. ACME outsource their goods to the distributors, ACME just monitors their activities through their SR and TMs.

In average, ACME incurs total of 10-12,000 TK (BDT) for all trucks and vans. They have their own carriers (trucks & vans) for transporting goods from one place to anoher. But when there is excess demand, they sometimes have to hire other transportation service provider.

 Vendor selection:

A vendor is any person or company that sells goods or services to someone else in the economic production chain. Parts manufacturers are vendors of parts to other manufacturers that assemble the parts into something sold to wholesalers or retailers. Retailers are vendors of products to consumers. The term is commonly applied to suppliers of goods and services to other companies

 Though ACME doesn’t have any exclusive or any other authorized dealer, but they have some criteria to select their supplier. They give huge importance to select their distributor, as they are the people who work as an intermediary person to reach the customer with their company’s product. ACME has the vision of becoming the best; so the company also needs good supply partners to achieve their goals.

  When they select their distributors they always check out some issues about the distributor, those are:

  • Transportation Capabilities: ACME chooses those suppliers who have the proper transportation service and which is cost effective for the company.
  • Integrity: The right vendor provides the right product, the right quality, on time, at the right price with the right level of service. If the supplier don’t keep its promise and supply other competitor’s product instead of Acme’s product then it will be disastrous for the company. And it can be check by the suppliers past performance.
  • Past Performance:  checking past performance of the supplier can be helpful in the decision-making process that who will be the vendor.  For example checking performance of the supplier on previous orders and comparisons of lead time which the supplier takes before delivery of the product.
  • Storage Capacity: the supplier must have the warehouse, where they can hold the Acme’s product according to the market demand. The warehouse must have to full fill some other criteria. As the Acme’s juice and water are perishable item so it must have to keep in a standard temperature otherwise damage rate will go up.
  • Financial and Organizational Capability: The suppliers need to have some minimum level of financial capacity. Because if a retailer wants to purchase the product on credit but the supplier refuses to give them on credit, then the retailer will purchase from other competitors product and ultimately ACME will be in loss in future. Therefore, ACME chooses those distributors who have stronger financial condition.
  • Selection of vendors also depends on geographical basis. In different districts, the numbers of dealers are different; dealer’s number mainly varies with the market demand. ACME has around 100 dealer in Dhaka where as the company has only 12 vendors in north Bengal as people has low purchasing power in that area.

The selection process does not always follow the same path and is not always applied in the same way, because circumstances differ and product and services required differ.

Purchasing policies of the organization also influence the process of selecting a specific vendor.

Dealer & retailer motivation:

As ACME is not using any authorized or exclusive dealer, so if the company cannot make them happy then the dealer and retailer will be demotivated and switch to other company and will not distribute Acme’s products anymore, rather only product of other companies to the market. In this case, the company will lose out its more of its market share.

Acmes follows both push and pull strategy to sell their product to the distributor as well as the retailer.

 How pull strategy works for ACME:

ACME always maintains the quality of their juice item and water and keeps the price less. So customer get the quality product at less price compare to other competitor’s product. For this reason always Acme’s juice and water have market demand. Therefore, automatically distributor purchase Acme’s product to fulfill the market demand, and also retailer purchase from the distributor.

How push strategy works for ACME:

As maximum suppliers main concern is expected return. So where the distributor and retailer have more profit they switch over to that company. For this situation ACME have some incentive and motivation policy for the distributor and retailer. Those are:

  ACME arranges a training program for the dealer or for the delivery man. Because they don’t know properly how to deal with the retailer and what information they have to provide regarding the product. Thus distributor can maintain easily a good and long time relationship with the retailer.

  In case of retailer’s motivation the sales representative goes physically to the retailer shop and tell them, if they can increase the sale of ACME’s juice and water up to 50% then the company will give them “refrigerator or light box” for their retail store as prize.

When the company gives them this kind of highly priced prize then retailer psychologically becomes brand loyal to the company and they become very much interested to purchase ACME’s beverage.

Sales Force of ACME Agrovet & Beverage Ltd:

ACME manages a great number of sales forces in order to ensure smooth selling. It is proven that if a sales force is effective then company can earn satisfactory market share. That is why ACME spends higher on personal selling than on any other promotional method

 ACME carefully considers how to design and manage its sales force in order to be successful in the marketplace. When designing a sales force, ACME thoroughly consider several issues in order to establish an efficient sales system.  These issues are:




  Development of sales force


ACME works on those issues and tries to develop a success sales force.


Understanding the objective is the core for the sales force of ACME. Objective of maintaining the huge sales force should be clearly transmitted from top to bottom.

Objectives commonly defined by ACME are: prospecting, targeting communicating, servicing, information gathering, and allocating. ACME clearly defines the specific objectives they want their sales force to achieve.


With respect to strategy, ACME uses sales representatives strategically so that they approach customers at a time when they are most likely to buy.  There are several approaches that can be used by salespeople depending upon which best fits the situation. .  Once ACME decides on a sales approach, it maintains a market focus.  This means that salespeople know how to analyze sales data, measure market potential, gather market intelligence, and develop marketing strategies and plans.  Finding the right resources to accomplish these goals is something that ACME take into account when designing a sales force. To develop a right strategy management of the sales force is really important-

  Designing the Sales Force

Big Companies spend over millions annually on personal selling.  This is more than ACME spending on any other promotional method.  Furthermore, majorettes of part-timers are employed in sales and related occupations.  Sales forces are found throughout the business environment from the insurance industry to college recruiting and just about everything in between. Therefore, ACME carefully considers how to design and manage its sales force in order to be successful in the marketplace. This paper will discusses how businesses should design a sales force and how managers can effectively manage their sales force. When designing a sales force, a company must thoroughly consider several issues in order to establish an efficient sales system.  These issues are: the development of sales force objectives, strategy, structure, and compensation of the sales force. Sales force objectives are the specific goals that companies expect their sales representatives to achieve. Sales quotas inform a salesperson of exactly what their objective should be for a given period of time.

Additionally, besides quotas, there are other ways of delineating sales objectives.  For example, objectives commonly defined by companies in addition to quotas are: prospecting, targeting communicating, servicing, information gathering, and allocating.  Essentially, companies must clearly define the specific objectives they want their sales force to achieve and, if these objectives are met, it will lead to product sales for the company.  With respect to strategy, ACME uses sales representatives strategically so that they approach customers at a time when they are most likely to buy.  There are several approaches that can be used by salespeople depending upon which best fits the situation.  For example, an individual sales representative can approach a particular individual buyer or a buyer group.  Or, a sales team can approach the individual buyer or buyer group.  Also, sales representatives can employ a technique called seminar selling, where a company team conducts an educational seminar for the customer company about state-of-the-art developments.  Once ACME decides on a sales approach, it maintains a market focus.  This means that salespeople know how to analyze sales data, measure market potential, gather market intelligence, and develop marketing strategies and plans.  Finding the right resources to accomplish these goals is something that ACME take into account when designing a sales force.

   Management of the sales force

In any organization or company, there must be an effective management to let the goal achieved by using the employees. Without having a very strong and clear management procedure; it is next to impossible to survive in the business industry. This is true for all the industries of the world.

Once the sales force foundation of ACME has been effectively designed, the next step on the road to building a successful ACME is successfully managing the sales force.  There are various procedures and steps that they utilize to effectively manage a sales force.  For example, there are four main steps involved in ACME for managing a sales force: training of the sales representatives, supervising the sales representatives, motivating the sales representatives, and evaluating the sales representatives. Training is the first essential step in managing a sales force in ACME.  New sales representatives who are sent directly into the field with little or no training beforehand are rarely successful.  Customers expect a sales representative to be knowledgeable about not only the product they are selling, but also about the customer’s needs. Thus, for ACME proper training is a crucial step in managing an effective sales team. Supervision of sales representatives is also a critical area in managing a sales force.  In general, sales representatives who work on commission in ACME can be supervised less closely than those who are salaried. Motivating sales representatives is another area where ACME is successful. Evaluating sales representatives in ACME is another step in successful managing of a sales force.  Evaluating salespeople frequently involves the use of sales reports, which tells the manager exactly how competent the sales representative is in selling the product.

Manpower planning

The penalties for not being correctly staffed are costly in ACME. This is because:

ACME realizes the Understaffing loses in the business economies of scale and specialization, orders, customers and profits.

ACME believes Overstaffing is wasteful and expensive, if sustained, and it is costly to eliminate because of modern legislation in respect of redundancy payments, consultation, minimum periods of notice, etc. Very importantly, overstaffing reduces the competitive efficiency of the business.

Planning staff levels requires that an assessment of present and future needs of the organization be compared with present resources and future predicted resources. Appropriate steps then be planned to bring demand and supply into balance. Thus the ACME takes a ‘satellite picture’ of the existing workforce profile (numbers, skills, ages, flexibility, gender, experience, forecast capabilities, character, potential, etc. of existing employees) and then to adjust this for 1, 3 and 10 years ahead by amendments for normal turnover, planned staff movements, retirements, etc, in line with the business plan for the corresponding time frames.

The result is a series of crude supply situations as would be the outcome of present planning if left unmodified. (This, clearly, requires a great deal of information accretion, classification and statistical analysis as a subsidiary aspect of personnel management.) What future demands will be is only influenced in part by the forecast of the personnel manager, whose main task may well be to scrutinize and modify the crude predictions of other managers. Future staffing of needs in ACME are derived from:

   Sales and production forecasts

  The effects of technological change on task needs

  Variations in the efficiency, productivity, flexibility of labor as a result of training, work study, organizational change, new motivations, etc.

  Changes in employment practices (e.g. use of subcontractors or agency staffs, hiving-off tasks, buying in, substitution, etc.)

  Changes in Government policies (investment incentives, regional or trade grants, etc.)

What should emerge from this ‘blue sky gazing’ is a ‘thought out’ and logical staffing demand schedule for varying dates in the future which can then be compared with the crude supply schedules. The comparisons will then indicate what steps must be taken to achieve a balance. That, in turn, will involve the further planning of such recruitment, training, retraining, labor reductions (early retirement/redundancy) or changes in workforce utilization as will bring supply and demand into equilibrium, not just as a one–off but as a continuing workforce planning exercise the inputs to which will need constant varying to reflect ‘actual’ as against predicted experience on the supply side and changes in production actually achieved as against forecast on the demand side. Ultimately, managing a sales force in ACME is to effectual training of the sales representatives, supervising the sales representatives, motivating the sales representatives, and evaluating the sales representatives.

 Sales Force Management is discussed in detail in the following segment:

Recruiting and Selection procedure

Recruitment refers to the process of finding right people for the right job or function, usually undertaken by recruiters. It also may be undertaken by an employment agency or a member of staff at the business or organization looking for recruits. Advertising is commonly part of the recruiting process, and can occur through several means: through online, newspapers, using newspaper dedicated to job advertisement, through professional publication, using advertisements placed in windows, through a job center, through campus graduate recruitment programs, etc. Suitability for a job is typically assessed by looking for skills, e.g. communication skills, typing skills, computer skills. Evidence for skills required for a job may be provided in the form of qualifications (educational or professional), experience in a job requiring the relevant skills or the testimony of references. Employment agencies may also give computerized tests to assess an individual’s “off-hand” knowledge of software packages or typing skills. At a more basic level written tests may be given to assess knowledge and literacy. A candidate may also be assessed on the basis of an interview. Sometimes candidates will be requested to provide a résumé (also known as a CV) or to complete a Job application form to provide this evidence.

Recruitment and selection of employees:

Recruitment in ACME is preceded by an analysis of the job (i.e. an analytical study of the tasks to be performed to determine their essential factors) written into a job description so that the selectors know what physical and mental characteristics applicants must possess, what qualities and attitudes are desirable and what characteristics are a decided disadvantage;

In the case of replacement staff a critical questioning of the need to recruit at all is prepared (replacement should rarely be an automatic process).

Effectively, selection is ‘buying’ an employee in ACME (the price being the wage or salary multiplied by probable years of service) hence bad buys can be very expensive. For that reason ACME uses external expert consultants for recruitment and selection.

Equally ACME exists to ‘head hunt’, i.e. to attract staff with high reputations from existing employers to the recruiting employer. However, the ‘cost’ of poor selection is such that, even for the mundane day-to-day jobs, those who recruit and select are well trained to judge the suitability of applicants.

The main sources of recruitment for ACME Agrovet and Beverage Ltd. are:

  Internal promotion and internal introductions (at times desirable for morale purposes)

  Careers officers (and careers masters at schools)

  University appointment boards

  Agencies for the unemployed

  Advertising (often via agents for specialist posts) or the use of other local media (e.g. commercial radio)

Where ACME does its own printed advertising it has some identifying logo as its trade mark for rapid attraction and it takes care not to offend the sex, race, etc. antidiscrimination legislation either directly or indirectly. The form on which the applicant applies (personal appearance, letter of application, completion of a form) varies according to the posts vacant and numbers to be recruited. It is very desirable in many jobs that claim about experience and statements about qualifications are thoroughly checked (the latter is not necessarily injurious to the applicants’ chance of being appointed as firms are required to employ a percentage of disabled people). Before letters of appointment are sent, any doubts about medical fitness or capacity (in employments where hygiene considerations are dominant) should be resolved by requiring applicants to attend a medical examination. This is especially so where, as for example in the case of apprentices, the recruitment is for a contractual period or involves the firm in training costs.

Interviewing in ACME is carried out by individuals (e.g. supervisor or departmental manager), by panels of interviewers or in the form of sequential interviews by different experts and can vary from a five minute ‘chat’ to a process of several days. Ultimately personal skills in judgment are probably the most important, but techniques to aid judgment include selection testing for:

  Aptitudes (particularly useful for school leavers)


  General intelligence

  (All of these need skilled testing and assessment.) In more senior posts other techniques are:

  Leaderless groups

  Command exercises

  Group problem solving

(These are some common techniques – professional selection organizations often use other techniques to aid in selection.)

Training in interviewing and in appraising candidates is in practice in ACME recruitment. Largely the former consists of teaching interviewers how to draw out the interviewee and the latter how to rate the candidates. For consistency (and as an aid to checking that) rating often consists of scoring candidates for experience, knowledge, physical/mental capabilities, intellectual levels, motivation, prospective potential, leadership abilities etc. (according to the needs of the post). Application of the normal curve of distribution to scoring eliminates freak judgments.

  Minimum Qualification Required:

ACME has some specific criteria to recruit some particular sales force employee. They have different designation or post to recruit sales force employee. So for the different designation, they required minimum level of qualification for recruiting or selecting the candidates. Minimum level of qualification is set by different designation. This is given below.

Training & Employee Development in ACME:


What is “Supervision”?

There are several interpretations of the term “supervision”, but typically supervision is the activity carried out by supervisors to oversee the productivity and progress of employees who report directly to the supervisors. For example, first-level supervisors supervise entry-level employees. Depending on the size of the organization, middle-managers supervise first-level supervisors; chief executives supervise middle-managers, etc. Supervision is a management activity and supervisors have a management role in ACME.

 What Do Supervisors Do?

Supervision of a group of employees in ACME often includes

1. Conducting basic management skills (decision making, problem solving, planning, delegation and meeting management)

2. Organizing their department and teams
3. Noticing the need for and designing new job roles in the group
4. Hiring new employees
5. Training new employees
6. Employee performance management (setting goals, observing and giving feedback, addressing performance issues, firing employees, etc.)
7. Conforming to personnel policies and other internal regulations

Effective Employee Supervision

In ACME every interaction with the customer is critical, presenting an opportunity to either positively or negatively affect a purchasing decision. At the heart of these interactions is the way in which management has selected, trained, and treated their employees.

At ACME it is becoming increasingly clear that the hiring and management of employees and the development of workplace culture is vital to the success—and often instrumental in the failure—of a company. Specifically, there are four key employee factors to evaluate that bear directly on the success or failure of interactions between an employee and a customer.

1) The employee’s competence.
2) The employee’s attention to detail.
3) The employee’s workplace attitudes.
4) The employee’s commitment to the success of the organization.

In ACME each of these factors can be positive or negative, but—most importantly for our purposes—each can be positively affected by good management practices. Employees possess the necessary skills to do their jobs well, but consistent performance requires a commitment to excellence and a focus on the details that create a positive customer experience.

The single most common complaint heard from business owners is that employees aren’t committed to the business. When we consider that management cannot possibly oversee every interaction between employees and the customer, the idea of commitment begins to take on critical importance. Employees, for reasons we will discuss, have the capacity to derail the most resourceful organizations. Even companies with innovative products and services, the best facilities, the largest advertising budgets, and the finest customer support systems can be sorely compromised by one under-performing employee.

Ultimately in ACME, a significant number of past employee failures can be traced to management dysfunction. First, management is responsible for the hiring decisions (controlling who comes into the organization), and second, leadership and control practices are determined by management (deciding how employees are directed and communicated with). It would, therefore, be much more effective to first examine management’s performance in these two areas prior to blindly assigning the blame for all performance failures exclusively to employees. But, these days, learning from the bitter experiences, ACME Agrovet and Beverage Ltd. are far more careful in the field of sales force management.

  Structure of the Sales Force:

Basically the Sales Force Strategy has implications for the sales force structure. ACME sales force structure depends on the company’s sales objective, Resources, Condition of the Market and Economy. The Sales Force Structure of Acme is as follows.

      Territorial: It means a geographical boundary where ACME has to sell product in many locations.

      Product:  This Company producing too many products for their customer to satisfy and they are also providing a value added service.

      Customer Group: Company has specialized for their Sales Force along with their related industry or, customer line.

      Complex: ACME serves their products in wide market.

  Size of the sales force:

  • Total Sales representatives: 269
  • Distribution points: 269
  • Territory sales assistant: 14 persons
  • Territory Manager: 49
  • Area Manager: 6 persons
  • Zonal Manger: 1
  • Regional Sales Manager: 1
  • Duties and Responsibility of the Concerned Personal

As this report focuses on the sales force of ACME Agrovet and Beverage Ltd., this segment will concentrate solely on the responsibilities and tasks of the direct sales people or the grass root level employees as they are the ones executing the sales process.  Normally, the post of sales people is known as medical representative.

 The key responsibility of this post is to assess demand by medical stores, promote new products and closing the sale by delivering medicines. However, the task of the upper management is quite different. The upper management deals with strategy formulation and execution. For example, at ACME Agrovet and Beverage Ltd. the job responsibilities of sales manager at district or territory level is like this:

  • Achieving sales objectives through the sales force
  • Prepare marketing plans to expand market share of assigned brands.
  • Feed the market demand with innovative ideas, information and strategies
  • Visit customers as and when required to assess implementation and outcome of given strategies as well as to identify newer needs of the market.
  • Evaluating performance of the assigned sales force
  • Exploring new markets and identifying new customers

Whereas these jobs are about managing and supervising the grass root level sales force, the responsibilities of the actual sales force is quite different:

  • Fulfilling the quota assigned in terms of sales
  • Keeping excellent contacts with the super store and shops.
  • Ensure customer service and maintain customer relation
  • Ensure party-wise products distribution
  • Expand market share of assigned brands
  • Implementing the company sales policy by attaining sales goals
  • Conducting promotional activities to promote new products
  • Collecting info about competitor’s offerings, current trends and upcoming demands from the market
  • Ensuring liaison between the organization and the market

In short these are the key responsibilities of the sales force of ACME Agrovet and Beverage Ltd., which is the prime concern of this report.

  Motivation and Compensation:

As might be expected, employers ranked wages as the item they felt workers cared most about, while employees ranked wages fifth on their list. Is adequate pay an important consideration to an employee? Of course it is; it’s just not the most important consideration. Not surprisingly, these results have been replicated with little variance in each of the last three decades. However, employees at any level require the following guidelines:

  Do I know what is expected of me at work?

  Do I have the materials and equipment I need to do my work right?

  At work, do I have the opportunity to do what I do best every day?

  In the last seven days, have I received recognition or praise for doing good work?

  Does my supervisor, or someone at work, seem to care about me as a person?

  Is there someone at work who encourages my development?

These factors not only provide clear guidelines for the employees but only boost the morale of employees enhancing employee performance and most importantly, employees consider these issues as compensation factors.

Encouragement and praise are two additional parts of effective employee communication, and they also play a significant role in building trust with a manager. If that’s not strength for your managers, it’s time to get some help in that area as well.

To retain good staff and to encourage them to give their best while at work, ACME provides attention to the financial and psychological and even physiological rewards offered by the organization as a continuous exercise. Basic financial rewards and conditions of service (e.g. working hours per week) are determined externally (by national bargaining or government minimum wage legislation) in many occupations but as much as 50 per cent of the gross pay of manual workers is often the result of local negotiations and details (e.g. which particular hours shall be worked) of conditions of service are often more important than the basics. Hence there is scope for financial and other motivations to be used at local levels. Hence while the technicalities of payment and other systems may be the concern of others, the outcome of them is a matter of great concern to human resource management. Increasingly the influence of behavioral science discoveries is becoming important not merely because of the widely-acknowledged limitations of money as a motivator, but because of the changing mix and nature of tasks (e.g. more service and professional jobs and far fewer unskilled and repetitive production jobs).

As a result, employee motivation has become a vital issue for the management of any firm. So ACME takes the following initiatives to motivate its employees:

Employee Motivation by Building Satisfaction:

ACME believes that only way to generate sustained profits is to build a work environment that attracts, focuses, and keeps talented employees. In other words, they have to be motivated to show up, get committed and perform at a level of excellence. Employee motivation as it relates to employees satisfaction is vitally important. And, it goes way beyond just a “happier workforce”. Because there is an undeniable link between satisfied, motivated employees, and satisfied customers. In other words, focus on creating satisfied employees, focus on employee motivation, and those motivated, satisfied employees will take care of your customers.

Employee Motivation through Genuine Appreciation:

At times, Managers unknowingly sabotage employee motivation by failing to recognize the positive behaviors and achievements of their employees. As a result, employees don’t know whether or not they are doing a good job. Fortunately, managers can improve employee motivation by rewarding employees with personal attention. This can include a pat on the back, a hand-written note, or a quick comment in the hall. When showing appreciation, be specific. Instead of just saying, “We really are grateful for the good job you do around here,” the approach might be, “I really appreciate how you handled the Franklin Industries account last week when we had to get their rush order out late Friday afternoon. Your effort really made a difference.” By being specific, the employer comes across as much more sincere, and the employee realizes their actions are truly being watched. And, a highly level of employee motivation is the natural result. All these practices are evident in ACME Agrovet and Beverage LTD.’s sales force management.

Employee Motivation through Recognition

Many people will do for recognition what they will not do for money. And, this is the manager’s secret weapon for employee motivation. Some people are motivated by the opportunity to get their name on the wall, receive a trophy at an annual banquet, or see their name in the company newsletter. It gives them an “emotional payoff” for their actions.
Look for ways to increase employee motivation by recognizing excellence in the workplace. Ring a bell every time an individual or team hits the production target. Put up posters with the photographs of team members who have had the most days without accidents. Give out awards for attendance records. Just do something. It is so inexpensive, yet highly effective in your efforts of employee motivation.

Employee Motivation through Inspiration:

Inspiration comes from leadership. This form of employee motivation includes the company’s mission, purpose and goals. People want to be part of an organization that is going somewhere, that stands for something, and that provides a meaningful service to the marketplace. In order to lead an inspired, mission-guided organization, ACME follows these steps to enhance employee motivation:

  Have a clear mission – in other words, know where you are going.

  Be excited and passionate about your mission. After all, if you don’t get excited, they won’t either.

  Be able to communicate the mission, its value to the marketplace. In other words, why it’s worthwhile.

  Make sure everyone in the organization understands and can communicate the mission.

  Be sure employees understand how they fit into the process of fulfilling the organization’s mission.

  Make the connection between the mission and the individual values and goals of your employees.

  Keep your mission in front of everyone in the organization.

Employee Motivation through Compensation:

Some employees are motivated by money. In fact, most are motivated by money; at least for their basic needs. Employee motivation through compensation can come in the form of raises, performance bonuses, commissions, profit sharing, or any number of “extra benefits” like, automobiles, vacations, or other tangible items purchased and used as rewards.
During our visit to the ACME Agrovet and Beverage ltd. corporate HQ, we noticed an interesting program there. They have a sophisticated system for rewarding employees based on customer feedback. On a regular basis, ACME Agrovet and Beverage ltd. conduct customer feedback surveys to determine the level of satisfaction among its customers. When customers comment on the performance of selling personnel, the employee accumulates points that can be used to purchase rewards like trips, gifts, and other incentives. Besides these secondary compensation packages, ACME provides the acceptable salary among other FMCG to its employees which is why the best sales people go to ACME.

Effectiveness of sales force of ACME Agrovet and Beverage LTD:

Before starting this report, we conducted a survey among Territory Manager, sales to find out the factors that determine the success of a sales person in this sector. These are the findings:

  • A rational rather than emotional appeal
  • An empathetic attitude
  • A unique style of communication
  • Thorough idea about the product
  • A positive body language
  • Superb product demonstration
  • Answering the queries and questions of the client
  • Repeated sales calls
  • Honesty and Trustworthiness
  • Corporate image of the organization
  • Sense of humor
  • Excellent educational background and energetic physic
  • Listening attitude
  • Soothing appearance and spoken skills

From our survey these factors emerged as success factors for the sales people in the pharmaceutical industry. However, this report shows a very close relation between the management of sales force at ACME and these factors. The whole management of sales force is targeted towards achieving these factors or traits in the selling people. Some of these traits are gained by nature, but ACME strives to train up their sales people in these aspects to develop their deficiencies. From that point of view, it can be said that, ACME is perfectly aware of the market needs regarding the sales people and they have a consistent sales force management technique that ensures the availability of the right type of sales people. Perhaps, this is the main reason behind ACME continuous dominance in the Bangladeshi FMCG industry, being able to recruit, nurture and retain the right type of sales people desired by the customers.

(Naimul, 2011)

Chapter- Five


In conclusion of above given information, it’s very clear that The ACME Agrovet and Beverages limited company’s product sale is rapidly growing day by day. They have a very good strength in Marketing Management and promising to take the brand image. They could be able to hold their position on rank within short period of time. I wish the success of the company.

After finishing the report, I have gained some valuable experiences. I have learned different activity of Acme Agrovet & Beverage Ltd. Like, Physical Supply Channel, Vendor Selection, Physical Distribution Channel, Raw materials/components, outbound logistics of product transportation, how pull & push strategy works for ACME etc.

Though I have faced various kinds of difficulties but by doing the report I improved myself a lot.


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