Marketing Performance Analysis of Crystal Agencies

8/10/2019 Marketing Performance Analysis of Crystal Agencies

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EXECUTIVE SUMMARY

Crystal Agencies established in 1995. Crystal Agencies is an industrial and commercial

enterprise which professionally supply whole set of water purification equipment,

full automatic washing and filling machine, domestic water purifier, water dispenser,

pure water and contract with all kinds of piping drinking water projects. Ourcompany and our co-operation units own powerful technical force. The reverse

osmosis membrane water treatment equipment and other piping drinking water

machine, water softener, washing & filling machine and water we mainly deal in,

service separately for different industries such as medicine, chemical, food,

beverage, cosmetic and etc. This report is the integral part of completing my BBA

degree form the ..

The report identifies marketing performance evaluation of Crystal Agencies A case

study on ECR machine of Crystal Agencies. This is basically importing the product

from foreign country. It is committed to conduct all the rules and regulations

prescribed by the Bangladesh import rules and regulations. The functions of the

organization cover a wide range of importing activities. Fundamentally Crystal

Agencies import the product and the sale that product in two ways direct sales to the

consumer and sale to the dealer.

To prepare this report I mostly depend on the experience and secondary data beside

this I also use primary data. Primary data are originated by the quantitative research.

Primary data are collected from the direct observation. Secondary data are collect

from the company Insight, advertising, Catalogs of the Company, brochures, books,related publication and many more. Based on this information I prepare this

qualitative report based on observation for providing insights of the report topic.

Crystal Agencies was established in 1995 under the provisions Bangladesh Import

and Export companies Act 1991. Md. Wali Ullah is founder Chairman of the Crystal

Agencies in 1995. A widely traveled person, he carries with him twenty years of

experience in Electronics Products, marketing. He built into one of the biggest &

leading industry in Bangladesh.

Crystal Agencies is one of the biggest, reputed and leading Importing Company in

Bangladesh since 15 years. We are doing Indenting, Importing, Marketing, Industrialparts. More about us we are a strong marketing company. Have introduced several

products first time in Bangladesh in many countries. Have branches in the main cities

for securing maximum business.

We are customer focused with help of our well trained and highly experienced sales

staff we are capable of delivering on time and have a long list of satisfied customers.


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Chapter-01

INTRODUCTION AND BACKGROUND

1.1 Introduction:

Internship experience plays a vital role for every student to implement theirtheoretical knowledge and get a practical knowledge from any organization. For

completing my BBA degree internship report is one of the parts at the final semester

of Department of Business Administration, Northern University, Bangladesh. Crystal

Agencies gives me the opportunity for gathering practical experience and

preparation of the report. Authority of Northern University (NUB) assigns me to find

a company for my internee and I also get opportunity to the Crystal Agencies. CA

advertised the job opportunity for BBA holder then I was sent my CV and they called

me and take my interview and finally I got this job. Finally I prepared this report

under the supervision of Jannatul Mawa Nupur, Lecturer of Northern University,

Bangladesh. Department of Business Administration.

1.2 Background:

I am the student of Business Administrative as a fulfillment BBA degree I have to a

complete an internship report. My honorable supervisor Jannatul Mawa Nupur

assigned me to prepare this report on Marketing Performance Analysis of Crystal

Agencies: A Case Study on ECR Machine This had the formal approval of my

supervisor of Business Faculty. This report is prepared based on the qualitativeresearch.

1.3 Objectives of the Report:

The main objective of the report is to fulfill the requirement of internship program of

Bachelor of Business Administration (BBA). To fulfill my requirement, I have divided

objectives into two aspects. The Broad Objectives are to know about Crystal

Agencies and this companys overall Operational activities. The Specific Objectives

are written below:

* To gather knowledge about the production system of the company.* To know the status of chemicals market of the company.

* To know about the company and its distribution mechanism of Crystal Agencies.

* To gather knowledge about the strategies of marketing mix of Crystal Agencies.

* To analysis the production strategies of Crystal Agencies.

* To find out some practical experience about chemical sales structure of the


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company.

* To know management system of this company.

* To identify supply chain of the company.

1.4 Rationale of the Report:Preparation of this has various rational those are given bellow:

Human right agencies, social development agencies, and the other organization who

are working for the socio-economic development can use this report to get overview

about the social compliance issues of the Electronic Cash Register.

New venture and the group who consider starting this business and others related

business can use this report for, knowing what are the compliance issues in the

Electronic Cash Register, execution of development, application of business strategy

and what will be important issues to survive in the ECR market. Once a company has

decide to go international, it has to decide the degree of marketing involvement and

commitment it is prepared to make. These decisions should reflect considerable

study and analysis of market potential and capabilities this report some how help

them.

The competitor of the electronics company can use this report to gain experience

and know how to change strategy and tactic gradually. all Hotel, Restaurants, Fast

Food, Sweet Shops, Furniture Shops, Beauty Parlors, Community Centers, ShoppingCenter, Departmental Stores, General Stores, Another Big and medium Shops. For

the above reason this report is initiated as a part of my internship program and that

will help for my graduation form the Department of Business Administration,

Northern University, Bangladesh.

1.5 Methodology:

The internship report plays a good role for me of Bachelor of Business

Administration, because that gives somehow practical experience to implementationof the theoretical knowledge. Without adopting proper methods it is difficult to

conduct a successful research. The optimum outcome of the research depends

largely upon the adopting of the proper methods suitable to the research topic in the

field of investigation.

To prepare this report I mostly depend on the experience and secondary data beside


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this I also use primary data. Company Insight, advertising, Catalogs of the Company

brochures, books, reports etc are the source of secondary data. Based on this

information I prepare this qualitative report because it was having an unstructured

exploratory research methodology based on observation for providing insights of the

report topic.

1.6 Limitations of the study:

Limitations, I had to face on preparing the report is portrayed below:

* In-experience on preparing this sort of report

* ECR is the new product in Bangladesh

* In-available information related to the report as not so big company.

* Improper knowledge on technological know how.

* Language proficiency

* Company policy about the secrecy of the information

* For time and cost constraints, the duration of the study was very short to know all

the activities of this company.

* Lack of knowledge about ECR company.

* Difficult to take information form the respondent and fill questionnaire.

Chapter-2

ORGANIZATIONAL PROFILE OF CRYSTAL AGENCIES

2.1 company history:

Crystal Agencies was established in 1995 under the provisions Bangladesh Import

and Export companies Act 1991. Md. Wali Ullah is founder Chairman of the Crystal

Agencies in 1995. A widely traveled person, he carries with him twenty years of

experience in Electronics Products, marketing. He built into one of the biggest &

leading industry in Bangladesh.

Crystal Agencies is one of the biggest, reputed and leading Importing Company inBangladesh since 15 years. We are doing Indenting, Importing, Marketing, Industrial

parts. More about us we are a strong marketing company. Have introduced several

products first time in Bangladesh in many countries. Have branches in the main cities

for securing maximum business.

We are customer focused with help of our well trained and highly experienced sales


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staff we are capable of delivering on time and have a long list of satisfied customers.

2.2 Culture:

This organization is one of the most disciplined organizations with a distinctive

culture. People here believe in shared meaning, shared understanding and sharedsense making, they can see and understand events, activities, objects and situation in

a distinctive way. They mould their manners and etiquette, character individually to

suit the purpose of the and the needs of the customers who are of paramount

importance to the company. The people in the organization see themselves as a tight

knit team that believes in working together for growth. The culture they belong has

not been imposed; it has rather been achieved through their cultural conduct.

2.3 Kinds of organization choose:

I choose a company guided by the international marketing orientation that is ECR

sectors. This sector play vital role in sector of business of Bangladesh. Crystal

Agencies is a renowned name in the electronics company; this company is one of the

leading electronics company. The company is fully committed and involve in

international marketing activities. CA Electronics Company seeks markets for total

Bangladesh.. The company want maximize profit by providing competitive price and

transparent business operations within the legal and social framework.

2.4 Working Employees of Company

Present working employees of the company 100 persons,

2.5 Key Personnel of Crystal Agencies

The key personnel of Crystal Agencies are given below:

* Md. Monir HossainMarketing Research and Development Manager

* Romesh BissashHuman Resource Manager

* Md- AsaduzzamanInternational Marketing Manager

2.6 Vision:

To be the best Organization in Bangladesh in terms of efficiency, capital adequacy,

asset quality, sound management and profitability having strong liquidity.


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2.7 Mission

* To ensure quality of the products.

* To provide excellent quality services

* To maintain business ethics

* To maintain the delivery just in time.* To satisfy the customers needs and wants.

* To achieve more orders from the Customers.

2.8 Objective:

* To follow the highest ethical standards.

* Total committed to the needs of customer.

* Preserving the companys leading position in the national market of import side.

* Continuous improvement of all work process.

2.9 The Key function of the total Company

Every company has some functions or activities. As usual Crystal Agencies (CA) has

some functions. These are given below

2.9.1 The main activities

The main activities of the company are to sale of product. Despite of the stiff

competition in the market the company availed to maintain its increasing growth

tendency as well as market leadership.

2.9.2 Social commitmentIt is also another great pleasure to mention that company is always tried to

contribute in every aspect in the development of the country. During the year

contribution in the well being of the nation, company organized directly and in same

cases by provided the financial and technical support to help the society through the

development of education, environment, sports and cultural sector of the nation.

2.9.3 Task of the marketing Division

The marketing sector is very important part of any organization because after

producing products the next activities come for marketing division such as how to

market the products, how to create the awareness based upon the specific brandedproduct to the consumers mind. But CA importing for all products, as a marketing

student I have chosen the marketing division of Crystal Agencies for my internship

program.

During my internship I have seen that there are some activates of marketing division

of Crystal Agencies these are given below:


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At first as sales activities manages have to maintain their daily sales. Then they have

to forecast their next days sales based on the daily sales and they also have to think

about the targeted sales. Another main duty of the managers is to monitor the

dealers.

2.10 Organization Chart of the Crystal Agencies (CA)

2.11 Number of Branches:

Division and District | Number of Dealers | Company Address |

Dhaka Division | | |

Dhaka | 2 | 33/Kha, Rabeya Complex 3rd Floor, Mirpur- 10, Golchakkar, Dhaka

1216, Bangladesh |

Tel8056619Jatrabari 127/1, South jatrabari, Samas market, Dhaka, Tel: 0666-

2613557Rajshahi Division Rajshahi

1

121 alupotti market, shayabbazzarChittagong Division Chittagong

1

936, sk Mujib Road, 3rd Floor, Dewanhat, Tel: 04433-302355Sylhet Division Sylhet

1Helana Complex, Kadomtoli, opposite Kadamtoli primary school, jokigonj road,

sylhet, Tel: 0666-9040356Barisal Division Barisal

1

Khulna Division Khulna

1

2.12 Our Supply Chain:


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The supply chain structure of Crystal Agencies (CA).

Crystal Agencies (CA) is an importer and they importing ECR from Europe (Bulgaria).

We sales our products for two ways direct sales and non direct sales. Non direct sales

means we sale our product in distributor basis then distributor sale this product

retailer then consumer use this product. Direct sale means we importing ECR andsale this product direct consumer basis our marketing and sales team.

2.13 Our products:

ECR:

We offer point of sale equipment, along with Cash Register Manuals, ink ribbons and

ink rollers. We offer cash registers from Daisy. All of our products are made in

Bulgaria our point of sale equipment products include Metrological scanners, Epson

and Daisy point of sale printers, MMF drawers and inserts, CAS scales, and many

other products from several manufacturers. We also offer Cash Register Software,

along with paging systems from J Tech, one of the leading silent pager companies in

the restaurant industry. Our policy is to offer the best products at the lowest prices,

with the best support in the industry.

2.14 ECR Features:

COUNTERMATE can be used at any transaction counter where cash is transacted,

such as all Hotel, Restaurants, Fast Food, Sweet Shops, Furniture Shops, BeautyParlors, Community Centers, Shopping Center, Departmental Stores, General Stores,

Another Big and medium Shops.

1. Fast & Neat Billing with Accuracy

2. Compact Bill Format

3. User friendly alphanumeric Display.

4. Choice of external 80Col. printer for both bills & reports.

5. Bar / Kitchen order ticket printing.

6. 3 Different rates for every item for sale in A/C section, Non A/C section and

for parcels.7. Separate bills forBar-Food with separate summary.

8. Credit Card Settlement.

9. Management Reports:

1. Cash in Drawer

2. Bill wise Sale Summary


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3. Item wise Sale Summary

4. Stock Report

5. Waiter / Salesman wise sale summary

6. Tax Report

2.15Some of our dedicated customers

* Bonoful and company

* Modhuban Sweet

* Voot Restaurant

* Chingri Restaurant

* Korai Gost

* Xiamin Restaurant

* Persona Beauty Parlor

* Ramna Chiness Restaurant

* Dhaka Hotel

Chapter-03

INTERNSHIP POSITION AND DUTIES

3.1 Internship Positions:

My department of internship program is under marketing department. So I am fully

involved in marketing department. But I have to know about whole organizations

work so that our management put us on every department for several days. For this

decision of management I am very happy because I know every departments

function clearly.

Every day I have to go office at 9.00 am like all there employees and stay up to 5.00

pm. Some days my work area is in office and some days work was out of office, in

the field. Management scheduled me what time I will spend in what department. On

those guidelines I stay at various departments at various days and learnt something

new everyday.

I have learnt many things from this company about office work about Electronics

Companys dealing with customer.


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3.2 Internship Duties:

3.2.1 Customers Create:

I have to learn how to create a customer and the process like that: This is the first

steps of sales person. At first sales person gather information about the prospectcustomer. Then sales person give him a offer letter which contains all business

needed condition and rules and regulations. Before giving offer letter the rate and

discount and all other factors are discussed with customer. That offer letter contains

two parties signature also. That offer letter contains two parties signature also. That

offer letter also includes that whether that customer will do business by credit

system or cash system. One party is from Crystal: it may be Marketing Manager. And

other party is from customer, normally the Managing Director of that company sign

there. After completing the sign Crystal Agencies open lo cal Account number and

update the Crystal Agencies software system. Now he is Crystal Agencies. One

customer and can do business with Crystal Agencies.

Customer Follow up: Sales man always have to follow up the existing customer,

always have to take care of customer, because Crystal Agencies believe Customer is

the Soul of business.

I have visited many customers with other sales persons and which I have seen that is

follow- up means Making Good Relationship with customer and exit that good

relation with customers office and saying Hi, Hello and taking information about

their business and try to find out and problem that our customer facing. I have seenthat sales persons made as like good relationship with the customer that enough the

customer is facing any problem but customer is not going to or diversify to other

competitor but lolling about (he problem to sales persons so that sales person solved

the problem). So follow-up means-

Building the relationship with the customer.

3.2.2 My daily Routine:

I joined the Crystal Agencies on 1st March as an internee. In this company I worked

under the Marketing Manager taking the role of an assistant whose job is to help theManager by giving information related to the company, completing and checking a

document which is supposed to be sent to manager, monitoring or observing overall

activities and performance of the workers on behalf of managers as well as making

the manager conscious about the difficulties complaints faults related to the various

activities and performance of the company.


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In the company my daily working hour started at 09am and at 05pm. During that

time I did not have any organized or systematic duty. Sometimes as an assistant my

duty was to observe the different functions of the company.

3.3 Problem Solving

Some times customer faces various kinds of problem. Though some problems madeby company are other employee but have to solve by sales persons. Even company

knows that for this mistake sales persons io not responsible but customer tolled to

sales persons about the problem. Then we sales person solved it by the help of

Crystal Agencies.

Employee who is responsible for this problem. One day we received a problem from

a customer that his credit invoice, which we provided, is incorrect. Then that called

us and tolled us that solve this problem and make accurate invoice. We received that

invoices number and come to office. At our office we provided it to the billing sector

with the note that it is incorrect and please make appropriate invoice for this

particular customer. After that day, next day we received the correct invoice from

our accounts and send it to the customer directly and said we are sorry and next

time these type mistakes will not be happen.

There are also some other examples that we went to the customer and customer

contact person of the company was not in office. Then we talked to other people of

that office and come out. One of my Internee periods we sales person and I were

gone to a client visit and when we reached his office, he said that they are not

interested to continue business with us. We tired to fine out problem and want totalk about the problem but even he is not agreeing to talk with us regarding

problem. But we were still waiting and waiting to talk with him about the problem

and near about after one our he called us from waiting room to his room and started

to talked regarding the problem. We talked about the problem after some time time

he understood that this is not out mistake. This mistake happened due to holiday at

product office. The mistake was that his product was reached the destination after

to days than the required days to reach destination and when he understood the

mater than he said no problem; they will continue business with us. We thanked to

him and left that room.I was involved in a project that was like this: One sales person of Crystal Agencies

were leaving Crystal Agencies and company rules is, when a sales persons wants to

leave then he was to hand over all accounts Client to other sales person or to

company and have to introduce alternative person who will deal with the customer

on next time. Then another work of leaving dales person is, have to collect a balance


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confirmation letter Signed by Company which is provided by Crystal Agencies and

checked by the customer which letter includes all debit and credit calculation with

customer. So when he sales person was leaving Crystal Agencies management sends

me to go with him to customer and introduce my self. I was gone to customer with

that salesperson and confirmed balance confirmation letter. Then I have seen thatcustomer is always not willing to cooperate us. Some customer dont want to give

the balance is ok but you have to comer next time and collect the balance

confirmation receivable copy. Some times when we gone to customer for balance

confirmation and introduction my self, we seen that customer are not at there given

address.

These customers are not doing business with Crystal Agencies from to five months.

So there are no good relation relation exit between customer and our salesperson

and no communication also. So when we go that address we seen that

customer/company shifted to an unknown place without giving their outstanding

dues to Crystal Agencies or informing to Crystal Agencies I have done some other

official work also. From that now I am explaining some work details Crystal Agencies

made revenue analysis sheet or monthly and on individual salesperson basis.

3.4 Learning Point:

From Crystal Agencies I have learned many things about official work, behavior and

how to deal with customer. I have learned how to solve a customer problem.

Chapter-04

ANALYSIS AND FINDINGS

4.1 Management Style

I have seen that the management style of Crystal Agencies is democratic because

when any decision is taken from the top level it is informed to the lower level fortheir comment to take.

4.1.1 Top level

Top managers who are responsible for making organization wide decisions and

establishing the plans and goals that are affect the entire organization.


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4.1.2 Mid level

Middle level worked as a bridge between upper level and lower level. It conveys the

decision to the low level and makes the work done by them. He is operation

manager. He also monitors the task of the employee.

4.2 Human Resource Management Process

Crystal Agencies has a small HRM unit to look after the company day to day affairs

regarding Human Resources Management planning and control. This unit recruits

management staffs only at the entry level manpowers in the production units. This

unit has no sole authority to recruit technical staffs as required for marketing and

production units. The technical staffs at the senior level are recruited by the top

management of the company.

4.3 Marketing manager Work

The Marketing Manager goes to all Hotel, Restaurants, Fast Food, Sweet Shops,

Furniture Shops, Beauty Parlors, Community Centers, Shopping Center,Departmental Stores, General Stores, Another Big and medium Shops. Also monitor

the sr. executive and executive.

4.4 Marketing Strategies of the Company

CA, marketing strategy is to offers superior quality products at a competitive price

with maintains strong quality control system. Crystal Agencies also tries to maintain

total quality management to keep the continuous growth of the organization. They

want to be a marketing challenger in the chemical markets industry. Their other

marketing strategy is to capitalize on opportunities and face challenges throughmodification and tactical marketing tasks.

* Crystal Agencies has strategy for development of product and use of modern

technology.

* Marketing strategy in establishing seal of quality organization or similar

organizations to ensure quality of products items in required cases.


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* Provide assistance through developing necessary numbers of product

development councils for increased product of export items;

* Provide market intelligence to producers and exporters on product demands and

prices in markets abroad.

* Follow the Just in Inventory System

4.5 Marketing information system (MIS)

Marketing information system consist of people, equipment, procedures to gather,

analyze evaluate and distribute needed timely, and accurate information to

marketing decision maker.

* Internal Record system:

Crystal Agencies Company records all information up to customers order to

payments schedule. The company use electronic device to record information.

Crystal Agencies regularly records the information of sales, cash flows, production

schedule, shipment and inventories history.

[

* Marketing intelligences:

Crystal Agencies Company collects information from the different secondary sources

such as website of the competitors, customers, and Govt. statistic, journals, from the

marketing both micro and macro environment. For developing marketing strategies,decision making, trace the competitor action.

* Marketing Resource:

Crystal Agencies Company is not a larger company and they also have lacking of

finance so they dont conduct any for mat studies of specific situation.

4.6 Analyzing marketing information

* Customer relationship management:

Crystal Agencies Company always tries to maintain a good relationship with the highvalued customers. For this reason the capture information from the order website

visits, payment interaction, sales force contract.

4.7 Target market:


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Crystal Agencies Company target all Hotel, Restaurants, Fast Food, Sweet Shops,

Furniture Shops, Beauty Parlors, Community Centers, Shopping Center,

Departmental Stores, General Stores, Another Big and medium Shops. Because NBR

says first targeted this shops.

4.8 Competitor analysis:Crystal Agencies company identify the following competitors are compete

extensively. South Link Worldwide Ltd, Aclas, Paswa, Datex, Casio, Others, so on.

Crystal Agencies Company assess objective, strategy, straight, weakness of the same

level company and try to capture strategy and philosophy and remove weakness as

possible.

Competitors Analysis

Strength of the major competitors | Percentages of sales |

South Link Worldwide Ltd | 32% |

Aclas | 20% |

Crystal Agencies | 14% |

Paswa | 10% |

Datex | 8% |

Casio | 6% |

Others | 10% |

:

Graph: Competitors Analysis

4.9 Positioning

Crystal Agencies Companys competitive advantages is higher quality lower price,

offering more benefit to the customers, those feature differentiate the company

from the competitors. Crystal Agencies Company products exist in the market on the

basis of it, competitive price, maintain stick delivery schedule and standard quality

products.

4.10 Product Management:

Manager of Marketing and Sales Department leads a team of highly qualified

employees and sales executives selected among the high profile young and energetic

persons. A group of well-trained people always ensures the smooth operation of

machinery and research team will always try to improve the new quality by research


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and development.

4.11 Pricing approaches:

Companies set prices by selecting a general pricing approach that includes three set

of factor the cost base pricing , value base pricing, competition base pricing.Crystal Agencies company follow competition base pricing so the customers will base

their judgments of products value on the price that competitor charge for similar

products.

Crystal Agencies sometime charge it products price more that or less then its major

competitors.

Prices List of Apparition:

FEATURE | EX-300 | EX-500 | ZEKA-02 | ZEKA M | TREMOL E. | E.XPERT |

PLU | 15400 | 2100 | 2200/1000 | 2000/1000 | 10000 | 7500 |

Department | 20 | 10 | 9 | 9 | 20 | 50 |

Key Board | 20 | 16 | 9 | 9 | 20 | 20 |

Financial Memory | Included | Included | Included | Included | Included | Included |

Vat Classes | 8 | 8 | 8 | 8 | 8 | According to local legislation |

Paper Roll | 2 | 2 | 2 | 2 | 2 | 2 |

Battery Backup | 8 Hours | 8 Hours | 8 Hours | 8 Hours | 8 Hours | 8 Hours |

Country Origin | EuropeBulgaria | EuropeBulgaria | EuropeBulgaria | EuropeBulgaria

| EuropeBulgaria | EuropeBulgaria |

Price | 25000/= | 21500/= | 19900/= | 15000/= | 21000/= | 14000/= |Others Products

Scanner7500

Cash Drawer2500-3500

Printer38000

Source: Official Document

4.12 Promotion mix strategy:

* Advertising Strategy:

Crystal Agencies company advertising strategy consists of creating effective

massages and select most effective advertising media to convey messages to the


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large number of target audience.

* Public Relating Strategy:

Crystal Agencies Company public relation strategies consist of product publicity to

the target customers, such as create a website, lobbing relation. Lobbing strategy is

to maintain relationship with legislators like Government official and agency forgetting business relevant advantages.

* Direct marketing Strategy:

Crystal Agencies Companys direct marketing strategy consists of direct mailing of

the target customer sending an offer announcement. For this purpose company use

internet e-mail, fax mail etc.

4.13 Support

| For E-mail support, mail to: |

| [email protected] |

| |

For telephonic support, call: |

| 8056619 |

| 01917711355 |

| |

Hours of operation for telephone support shall be 9:30 am to 5.00 pm (Saturday to

Thursday). |

| | | || | | |

|

Welcome to the Support Page of Crystal Agencies (CA) |

Our product support pages are packed with information to help you learn to use

your Crystal products and resolve issues. |

Click on the Crystal product below to visit its product support page or fill up the

Online Support Form givem below. Each product support page contains FAQs,

Knowledge Base comprising of technical manuals, E-mail and Phone contact details,

provision for reporting a bug in the product/service, provision for participating intechnical chats with the experts, etc. |


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4.14 SWOT Analysis:

SWOT analysis of the Crystal Agencies

Since the intern period was completed under the supervision of corporate office ofthe Miracle chemical Industries Lid, the SWOT covers in the time of my intern period.

4.14.1 Strength

* Strong Manpower:

The company has strong manpower in its management. For this reason it can take

any kinds of decision quickly.

* Training Facility:

They have their own training infrastructure, which is modern,

highly technological development and have skilled and experienced

trainers.

* Meeting Arrangement:

They have arranged the product quality meeting to weekly, monthly and yearly.

* Top Management:

Top management of any organization is very important. The personnel of top

management are highly experienced and skilled.

* Market Coverage:

They have covered the 14% market of the product.

4.14.2 Weakness

* Weak Financial Solvency:

The Company has weak financial solvency. For this reasons it can not take pace setupbig project or can not go any kind of big promotion.

* Promotional Program:

The company less promotional programs compared with competitors. But it is

impotent to conduct various promotional programs to increase sales and survive in


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this competitive in this competitive world.

* High Price:

Due to economic condition it has to charge high price.

* Lack of Technical Knowledge:

As a developing country the illiterate rate is high. So it is difficult to recruit requiredpersonnel.

4.14.3 Opportunists

* Good Image in Market:

The company is on of the oldest company in our country. It always tries to

reasonable profit. So fo its quality and price it has good image.

* Good and initiative Employees:

Good and initiative Employees want to give effort, which is a greate asset for the

company.

* New Related Business:

They can start developers business, as it is a most growing business so they can

capitalize this business opportunity.

4.14.4 Threats:

* New companies are engage in this business:

Many such companies are interested on such product. It is one kinds threats for the

company.

* Government:Now Government does not take action, those who are not using ECR. Political

environment are come for this product.

* Inflation:

Inflation and slow growth of the economy.

* Dollar Charge:

Rate of dollar rapidly change.


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Chapter-05

CONCLUSIONS

AND

RECOMMENDATIONS

5.1 Conclusions

Crystal Agencies Company follows the national law and chemical industry standard

working hours. Crystal Agencies Company dose not provide any compensation to

cover the living standard expense. Crystal Agencies Company sometime dose not

able to pay the worker salary in proper week time schedule for this reason workers

are dissatisfied. Company always prepared to pay compensation for insured workers.

No child labor allow by the Crystal Agencies Company.

Crystal Agencies Company does not provide any safety training for the existing

workers or for the newer assigned personnel. Crystal Agencies Company provides

enough light in the workplace and has well ventilated work environment for the

workers. The Company provides well temperature workplace for worker and veryconscious about a good working environment and hygienic clean water for workers.

Crystal Agencies Company dose not set standard waste management system. Crystal

Agencies Company dose not maintains a high disciplinary organization rules. Crystal

Agencies Company does not use any physical punishment, mental and verbal abuse

for any types of fault occurred by the workers.

5.2 Recommendations

* Protection of labor rights and improvement of working conditions, international


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standards have been developed and would be adopted by the ECR sectors of

Bangladesh.

* ECR sectors would have to ensure compliance to maintain quality of products.

* Social compliance issue would have to ensure working condition of the

manufacturing unit from social, political and economic points of view.* Minimum labor standards cover wages, working hours, over time, safety, job

security, right to form trade union, and also social security. Compliance should be for

both labor welfare and occupational safety.

* ECR sectors would have to ensure financial support for suppliers to implement

improvements in social compliance standards

* The management team of the company needs to consider about the professional

training in order to enrich their skill and development toward individual jobs

performance.

* Crystal Agencies company management team would have to be allowed to initiate

independent decision- making authority by the management to their assigned duties

and responsibilities.

* Crystal Agencies Company would have to ensure compliance with workers rights,

health and safety concerns.

* Crystal Agencies Company would have to ensure funds available establish the

compliance for domestic and globally competition.

References:

Books

* Kotlar P. and Armstrong G. (2004) Principles of Marketing. 10th edition. Pearson

Education, Inc.m Singapore.

* Malhotra K. N. (2003) Marketing Research. 3rd edition, Prentice-HallInternational, Inc., New Jersey.

* Berkman, H. W. and Gilson, C. H. (1978) Consumer Behavior: Concepts and

Strategies. 1st edition, Dickenson Publishing Company, Inc., California.

* Hisrich, Robert D. and Peters, Michael P. (2002) Entrepreneurship.5th Edition.

TATA McGraw-Hill Publishing Company Ltd. India


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* Lesikar, Raymon.V (2004-2005), Business Communication. Sixth edition. A.I.T.B.S

Publishers and Distributors, Delhi.

* Griffin. Ricky.W (2003) Management. Seven Editions. Houghtor Mifflin Company.

* Kotler, P. (2003) Marketing Management. 11th edition, Prentice Hall Inc., New

Jersey.* Schiffman, G. L. and Kanuk, L. K. (2005) Consumer Behavior. 8th edition,

Prentice- Hall of India Private Limited, New Delhi.

* Chopra Sunil, Meindl Peter-2006 Supply Chain Management third edition,

Dorling Kindersley(India) Ltd.

* Lovelock, C. & Wirtz, J., 2004 Christopher, Jochen Services Marketing 5th

Edition. Pearson Education (Singapore) Pte, Indian Branch, 842 F.I.E. Patparganj.

Delhi 110092, India.

* Philip, Kotler and Gary Armstrong.-2004 Principles of Marketing eleventh

edition USA, New Jersey: Pearson Prentice Hall. Printed in India by pushp print

services

Websites

* Web mail: www.crystal-fawa.com Retrieved August 02-8-09.

* Web mail: www.quorion.de Retrieved August 03-8-07.

* Web mail: www.ubsbd.com.bd Retrieved September 02-09-09.

* Web mail: www.aclas.com.bd Retrieved September 05-12-07.

Articles/Reports

* Crystal Agencies (CA), Annual Report-2008.

Appendix


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Crystal Agencies is an industrial and commercial enterprise which professionally

supply whole set of water purification equipment, full automatic washing and filling

machine, domestic water purifier, water dispenser, pure water and contract with all

kinds of piping drinking water projects. Our company and our co-operation units own

powerful technical force. The reverse osmosis membrane water treatmentequipment and other piping drinking water machine, water softener, washing &

filling machine and water we mainly deal in, service separately for different

industries such as medicine, chemical, food, beverage, cosmetic and etc.

The cash register is an essential business tool that is often overlooked as one of the

transforming mechanizations of the industrial age. A cash register records the

amount of a sale, supplies a receipt to the customer, and keeps a permanent journal

of daily transactions. Today, cash registers are highly automatic, and have many

functions that help in the organized running of a store or restaurant. A more

expensive and complex register system can be used to keep track of inventory and

signal distant computers to reorder supplies. It can tally sales by department or by

class of item, saving managers time and paperwork. This kind of machine is most

often used by large chain retailers or restaurants and referred to as a point of sale

(POS) terminal. The POS terminal may be a hodge-podge of components from

different manufacturers. More conventional cash registers used by smaller

establishments are generally one-piece machines with a built-in cash drawer, printer,

and display. These are almost all manufactured in Asia but designed by distributorsin the country where they will be used.

History

The cash register was apparently invented out of desperation. The creator was James

Ritty, an Ohio restaurateur. Ritty ran a caf in Dayton in the 1870s. The place was

popular and always filled with customers. Nevertheless, the business continually lost

money. Ritty blamed the dishonesty of his bartenders, who either kept money in

their pockets or in an unlocked cash drawer, often nothing more than an old cigar

box. This loose monetary system did not provide anyway of keeping track of sales. If

a customer returned to a shop after buying something, saying he had beenovercharged or not given the correct change, there was no objective way to settle

the dispute. The open box also meant that employees were always within reach of

tempting cash. In Rittys time, theft by clerks was a way of life, and shopkeepers had

little defense against employee dishonesty. Ritty changed bartenders many times but

continued to lose money until he was driven to a nervous breakdown.


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To ease his mind, Ritty took a ship for Europe. On the ship he made friends with the

ships engineer,and spent hours in the engine room. There he observed the

workings of an automatic device that recorded the revolutions of the ships

propellers. From this, Ritty imagined he could make a similar device that would

record amounts of money passing through the cash drawer. He reputedly cut shorthis vacation to rush back and begin work on the prototype. Ritty assembled his first

cash register in 1879, and patented a second, improved register later that year. Ritty

went into business with Rittys Incorruptible Cashier after perfecting a third model.

Rittys early machines had two rows of keys running across the front, each key

marking a money denomination from five cents through one dollar. Pressing the keys

turned a shaft that moved an internal counter. This kept track of total sales for the

day. The amount of each individual sale was shown to the customer on a dial similar

to a clock face, with one hand for the cents and one for the dollars. Because the

machine kept a daily total, any pilfering would be obvious. A later model kept the

clock face and included a paper roll punched with pins to provide a more permanent

record for the shopkeeper. However, Ritty was unable to ignite any excitement for

his new device. Apparently he made only one sale, which was to John H. Patterson.

Patterson ran a small coal business, but was so taken with the Incorruptible Cashier

that he decided to buy Rittys company.

Unfortunetely, Ritty had already sold his business to another party, Jacob Eckert.

Eckert had made a vital addition to the machine, a bell that rang when a sale was

made. Eckert ran the business as the National Manufacturing Company with severalpartners. John Patterson arrived in Dayton in 1884, eager to buy the small firm. After

making a preliminary deal, he discovered that National Manufacturing was the

laughingstock of Dayton. The company had not made any money, and no one

believed that it could. Patterson tried to buy his way out of the contract, but was

forced to complete the sale. Patterson changed the name of the firm to the National

Cash Register Company.

The new company quickly improved the cash register. By 1890, the machines printed

customer receipts as a standard feature. In 1906, the cash register was electrified.

The company made a science of advertising and selling, becoming the role model formany other industries with its canned sales talks and innovative distribution of sales

territories. By 1900, the company had sold over 200,000 registers and sent salesmen

throughout Europe and South America. As early as 1896 it had sales in China, and by

the end of World War I, National Cash Register was bringing in almost half its sales

from overseas markets represented by at least 50 countries. The number of registers


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sold in 1922 alone was over two million. The company dominated the industry,

buying up competitors when convenient. National Cash Register continued to

develop its product line, coming out with new features to respond to customer

demands. By 1944, the company had applied for 2,400 patents.

With the advent of micro processing technology in the 1970s, the cash registerindustry changed. Most of the manufacturing moved to factories in Asia, and

eventually two basic types of cash register evolved. One type is the generally low-

end, all-in-one machine usually referred to as an electronic cash register, or ECR. The

other wing of the industry is the POS terminal, which is more than a cash register

because of its superior data processing ability. Both are manufactured in similar

ways, though the ECR may be shipped to the customer complete and ready to go,

where the POS is made up of different components that may not meet up until the

customer installs the terminal.

Raw Materials

Raw materials for cash registers are similar to materials used for other electronic

products. The principal components for an ECR are an Acrylonitrile Butadiene

Systrene (ABS) plastic casing, circuit board, metal printer, metal cash drawer, ABS

plastic keyboard, and a liquid crystal display panel. ECRs are made at factories that

also specialize in consumer goods such as televisions and VCRs. The materials and

the construction process are virtually the same for all these products. Cash registers

differ from other consumer goods, though, in the importance of the design process.

DesignThough cash registers are mostly made in Asia, they are used around the world. All

except the lowest-end products need to be designed for the country and particular

industry where it will be used. In the United States, most retailers or restaurants

wanting a more specialized machine order their registers through a domestic

distributor. The distributor works with the customer to understand the specific tasks

the cash register needs to perform. Perhaps the register needs to be able to recall

certain records of customer transactions. A cash register for a dim bar may need an

easy-to-read display. The cash register in a restaurant may print one receipt for the

customer, but print different information in the kitchen, telling the cooks what toprepare. The cash register distributor will design the software for these special

functions or have it designed at a software company. The distributor then

approaches the manufacturer with the list of needed features. In some cases, the

new features can be made to fit in a preexisting model or the manufacturers

engineers may have to redesign parts and processes.


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income tax for the government. Side by side with collection of taxes, facilitation of

international trade through quick clearance of import and export cargoes has also

emerged as a key role of NBR. Other responsibilities include administration of

matters related to taxes, duties and other revenue related fees/charges and

prevention of smuggling. Under the overall control of IRD, NBR administers theexcise, VAT, customs and income-tax services consisting of 3434 officers of various

grades and 10195 supporting staff positions. |

Documents

Marketing Performance Analysis of Crystal Agencies