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An Evaluation of the Selling Process of DATAPARK (BD) Ltd. 1.1

Origin of the report:

Internship for twenty nine months in private business organizations, government offices, Public Sector Corporation or banks or other financial institutions is an integral part of the BBA program of the business faculty of the Bangladesh Open University. The objective of the program is to expose the students in the organization work situation. Each student is required to undergo the program and prepare a report according to a format specified by the supervision teacher. As a student of Bachelor of Business of Business Administration (BBA) program, it requires an internship of Twenty nine month attachment with an organization followed by writing and submission of a report. This report is an end result of an Internship attachment with one of the top IT hardware distributor company in Bangladesh the DATAPARK (BD) limited. As per the advice and recommendations of the honorable supervisors Mr. Mohammad Zillur Rahman the main concentration of the report is IT sector of Bangladesh particular reference to Selling process. This report focuses on Selling Process of DATAPARK (BD) limited. This report will obviously increase the existing idea of sales activities rendered by the DATAPARK (BD) limited

1.2

Objectives of the study

The objective of the Internship Report is to gain practical knowledge about the overall business activities of different divisions of the DATAPARK (BD) limited with special attention to the selling process of the organization. The specific objectives are: a. To describe selling process of various equipment by DATAPARK (BD) Ltd. b. To identify the problems related to the selling process of Smart Technologies. c. To make some recommendations to overcome those problems.

1.3 Scope of the study: The report includes elaborate information regarding ‘Marketing’ The report includes some basic guidelines regarding modification and enhancement of promotions –especially for the sales promotion.

1.4

Methodology of the Study


The report is descriptive in nature and data have been collected from following sources. Sources of Data: A. Primary Data Sources: Officers of DATAPARK (BD) Ltd. B Secondary data sources: 1. Catalogue of DATAPARK (BD) Ltd. 2. Annual Report of DATAPARK (BD) Ltd. 3. Brochure of DATAPARK (BD) Ltd. Target Population: Officers of DATAPARK (BD) Ltd. Sample Size: 3 Officers of DATAPARK (BD) Ltd. Sampling Method: Convenience sampling Method of data collection: Face to face interview

1.5 Limitation of the study: In doing this report we have faced some unwanted limitations: •

The research has some sampling errors as the time, budget and experience inn choosing the sample are deemed to be inadequate. 1. Lack of time 2. Lack of experience 3. Data analysis error 4. Small sample size 5. Lack of adequate information

2.1

Information Technology in Bangladesh

Bangladesh has a relatively long experience in the use of computers - the first "second generation" computer was installed in 1964 at Dhaka and very soon some of the large banks and industrial concerns started using computers, mainly for accounting and payroll applications. The utility companies (e.g. gas, electricity) also started using the bureau facilities of these installations for their customer billing. Unfortunately, the financial crisis that the country faced immediately after its independence in 1971 did not permit the sustenance of this early lead and lack of maintenance forced the closure of most of these installations. Although the possibility of export of data entry services and software from Bangladesh has been discussed for over a decade, only a few companies were successful in getting some work from outside. In June 1997, the Government of Bangladesh appointed a


Committee (with the author of this article as its Convener) to look into the problems and prospects of export of software from Bangladesh. The Committee submitted its report in September, 1997. It contained 45 recommendations, both short term and medium term; some of these recommendations have already been implemented and the government has asked different concerned ministries to go ahead with implementing the other recommendations. Although not properly exploited yet, Bangladesh does have quite a few inherent strengths which can be used as the launching pad for making this country a potential offshore source of Software and Data Processing Services. Some of these advantages are: A substantial number of educated unemployed youth forces, with ability to read and write English, exist in the country. They can be trained in the required skill (particularly in Data Processing Services) within a short time. Quite a few Bangladeshi skilled professionals have been working abroad. They can be encouraged to return to the country and/or collaborate with Bangladeshi entrepreneurs, provided proper environment is created. Universities in Bangladesh are turning out an increasing number of graduates in Computer related subjects every year, although the number is much less than the requirement. A large number of Bangladeshi students are studying overseas in Computer related subjects. A wide range of Hardware platforms, from Mainframe to PC, are available. Reasonable skills exist in the following areas: Operating System – Windows 95, Windows 98,, Windows XP, Windows Vista, Windows 7, MAC/OS, Novell Netware, Windows NT, UNIX, OS/400. Programming Language - C++, Visual Basic, Visual FoxPro, COBOL, RPG, OOP, J++ RDBMS - Oracle, Informix, DB/2 Bangladesh offers a very attractive cost-effective wage level, viz. SDNP Bangladesh. The government has taken a decision recently (June, 1998) to withdraw all import duties and VAT from all computer hardware and software. This has brought the prices of computers down to a level affordable by middle income households and sales of PCs have soared during the last few months. A 80-90% annual growth in the number of PCs sold is expected this year. An Information Technology village is going to be set up very close to Dhaka. The government has already made 18 acres of land available for setting up this IT village. This would be similar to the Software Technology Parks in India. The entire infrastructure, including high-speed telecommunication facilities (2 Mbps link) would be provided. These


would enable the small companies to move into buildings with readily available facilities. Since this is going to take at least two years, a decision has been taken to initially set it up in an existing building in Dhaka. In June, 1996 the government decided to allow private companies to act as Internet Services Providers (ISPs) using VSATs. At present, there are about 22,000 account holders with the ISPs (8 in Dhaka and 2 in Chittagong) and the total Number of users would be around 100,000. The slow speed of access provided by VSATs (max. 128.8 kbps) is a major constraint. A number of CybercafĂŠs providing e-mail and Internet browsing facilities have been opened in Dhaka city; these are quite popular among the young generation. Public kiosks with internet facilities are also being planned. BTTB has already established a network for providing Internet connectivity and plans to start commercial service very soon. The proposed tariff rate should make Internet connection affordable to a larger cross-section of public. BTTB is also establishing a fibre optic backbone in the country. They also plan to offer ISDN service very soon using the facilities of the already installed digital exchanges in Dhaka and Chittagong cities. In order to enable the young entrepreneurs in the IT field, a special fund has been created by the government to provide working capital loan without any collaterals. A venture capital fund is also being set up. The banking procedures are also being amended and simplified to reflect the different nature of software transactions. Experience of other countries shows that it is very difficult to achieve success in exporting software unless there is a big domestic market. The government ministries and departments are being asked to computerize their activities. A domestic price preference of 15% would be given to suppliers of locally developed software. Bangladeshi students have recently been participating in international programming contests. For example, in the ACM Inter-collegiate Programming Contest held at Atlanta, USA, last year, the team from Bangladesh University of Engineering and Technology (which had earlier emerged as the regional champions) secured the 24th position, above many of the reputed universities in USA (including Stanford University). In the on-going ACM programming contest on Internet, the performance of Bangladeshi students is among the best - out of the top 25 positions, 17 are now occupied by Bangladeshis. In the Regional ACM Inter-collegiate Programming Contest held in Dhaka recently, teams from Bangladesh (particularly from BUET) performed much better than those from other countries of the region (including India, Sri Lanka and Iran).Some of the local firms have already succeeded in exporting software, although the total amount is not very large. One firm has been producing CDs with searchable database for US and Latin American clients. CAD conversion work and


web-page design work are also being undertaken. Taking advantage of the considerable number of COBOL programmers who were trained in the sixties and seventies, a number of firms are doing work related to the Y2K problem. ERP software is being developed by a local firm in partnership with Microsoft. The government has placed top most priority to human resource development in the IT field. At present, the annual output of graduates in the IT field would be around 500. The target is to produce 10,000 programmers annually by the year 2001. There are about 24 Universities offering undergraduate degree programmers in ITrelated fields. All the four BITs (at Rajshahi, Chittagong, Khulna and Gazipur) are also planning to offer undergraduate degree programmers in Bangladesh India U.S.A. Programmers (per month) US$ 400 to 800 US$ 1,200 US$ 4,500 Data Entry (Per 10,000 keystrokes) US$ 3 to 5 US$ 10 US$ 30 to 50 SDNP Bangladesh Page 3 of 4 computer science and engineering from next year. The 20 Polytechnics are also introducing 3-year diploma programmes in Computer Technology. In addition, a large number of educational and training institutes, many of them with linkage with foreign institutions, are also offering training courses. One of the major problems faced by these institutions is the shortage of trainers. Recognizing this problem, the GOB Committee (referred to earlier) recommended that BCC should take up a crash programme to train at least 1000 high-level trainers by the end of 1999. Moreover, the absence of adequate physical resources (e.g. computer hardware and software) and weakness in course contents in the training institutions will adversely affect the quality of output from these institutions. An accreditation system is planned to be introduced by the government soon. BUET was the first institution to offer post-graduate degrees (M.Sc. and Ph.D.) in Computer Science and Engineering. Some other institutions have also initiated research programmers in IT related fields. These include Machine Learning, Pattern Recognition, Speech Recognition, Automatic Translation, Computational Algorithm, VLSI and 3-D Vision. Considerable research work has been done in the use of Bangla in computers. Unfortunately like R&D in other fields of science and technology, there is very little interaction between academia and industry. Efforts were initiated about 13 years back to introduce computers in schools and colleges. ‘Computer Studies’ has been introduced as an optional subject both in SSC and HSC examinations. The lack of adequate physical facilities, computers and qualified teachers has resulted in very few students opting for these courses. Experience of other countries shows that teaching of computer programming by incompetent teachers may do more harm than good. Therefore, teacher training is one of the priority actions to be taken. In order to co-


ordinate the computerization activities of government and semi-government agencies a National Computer Committee was set up in 1983. This was transformed into the National Computer Board in 1988 and the Bangladesh Computer Council was set up in 1989 by an Act of Parliament. It had some initial problems and faced a lot of criticism from the IT community when it became more of a regulatory body, rather than a promotional body as originally envisaged. It is planned to strengthen BCC by inducting more IT professionals, so that it can play a bigger role in IT development in the public sector, particularly in human resource development. A large number of Bangladeshis are now working in the IT field in different companies in USA and are gradually moving up the organizational hierarchy. The government is trying to get the assistance of these non-resident Bangladeshis (NRBs) in IT development, particularly by giving them incentives to set up software companies in Bangladesh. The lack of any copyright protection for software has been one of the major deterrents in the growth of software industry. A software Copyright Protection Act has already been drafted and is expected to be enacted very soon. Although the banking sector had been among the pioneers in computerization in Bangladesh, the present level of computer usage in banks is very low. The foreign banks operating in Bangladesh have taken a lead in computerizing their front office operations. It is only during the last 4/5 years that some of the Bangladeshi banks have started gradually computerizing their front office activities and very soon a network of automatic teller machines (ATMs) using VSATs would be set up by the private banks throughout the major towns. At present, Internet access is available only in a few Universities. The University Grants Commission is setting up BERNET (Bangladesh Educational and Research Network) establishing linkage among the Universities and providing access to the Internet. One of the major constraints in the initial stages of computerization of government offices was the non-availability of Bangla software and Bangla fonts in printers. The breakthrough came when the PCs were introduced in the early eighties and very soon desktop publishing using computers became very popular. Bangla version of many of the commonly used packages like world processing, spreadsheet and database management has been developed. Almost all the IT related developments which have taken place during the last few years are concentrated in the capital city, Dhaka; in other cities and towns, only a small number of computers are being used, mostly for word processing. (The government funded training institute NTRAMS at Bogra, with a few hundred PCs is a notable exception). The danger of increasing the already existing disparity between urban and rural areas looms large in the horizon. In order to enable rural populace to


get the benefits of IT, Grameen Communications is trying to develop a system linking the mobile telephone systems (which are already being used in a large number of villages) with solar-powered computers. This would enable the large number of rural educational institutes, offices and households to get the SDNP Bangladesh. Benefits of e-mail and Internet access. Moreover, some of the data processing services could be rendered by people living in villages, rather than moving into urban areas. The present government has recognized IT as one of the priority sectors and is providing all support to the private sector to enable them to enter the export market for software and data processing services. Recognizing the bright future of IT, a large number of students, young professionals and businessmen are taking keen interest in acquiring knowledge about computers and its applications. This is reflected in the tremendous enthusiasm generated in the ongoing International Computer Show organized by Bangladesh Computer Samity. It is expected that within the next 3 to 4 years, IT applications in Bangladesh would not only spread to various private and public sector offices and industrial units, but Bangladesh would emerge as a regional hub for software development.

3.1

Company Profile

Today, the presence of Information & Communication Technologies (ICT) has become a necessity. In this time, these technologies have altered the ways we communicate, work, learn and play. All these ways have been enhanced and these enhancement have had impacts, so that, now, the method in which affairs are conducted, the means by which organizations evolve and the ways in which relationships are established, have all become optimized. But here in Bangladesh we are far behind from the up to date touch of such technologies. With no defined structure and inadequate support, Bangladeshi companies or organizations are finding it difficult to keep abreast of these new technologies. This situation is further compounded when some private organizations, which provide technological solutions for their clients, do so with out of date and defunct technologies. To resolve this dilemma, DATAPARK (BD) Ltd was established to offer complete technological solutions with the most up to date and recent technologies. SMART’s dedicated staffs are proficient in different aspect of information and communication technologies. From different hardware and operating system platforms, to complex network configuration,


SMART’s team will endeavor to provide the best and most recent technological solution that is within the client’s budget. DATAPARK (BD) Ltd, in its 13 years of business experience has gathered immense reputation in hardware goods, maintenance of computer accessories, network setup. Innovative business approach, foresight, sustainability, resource mobilization, quality assurance and superior service have been the factors of our success. During these years, Bangladesh and the world has undergone political, social, and economical changes which transformed the business scenario to much more of aggressive, fast and professional competence which the group had to commensurate to survive and succeed.

3.2

Historical background:

DATAPARK (BD) Ltd. is a leading IT company in Bangladesh. It was established in March 1998 promoted by young energetic professional management. Now Smart Technology has expanded its business in most of the important cities in Bangladesh. Smart always brings the latest technologies in order to make its products best suited for the needs of our customers. As a result it emerges as a leading IT firm in Bangladesh. Smart has nationwide business through its hundreds of honorable dealers and distributors to form a strategic network capable of delivering our products and solutions to customers throughout the country within twenty-four hours locally. DATAPARK strives to continue to provide wide range quality services for its customers. To become a value added supplier and a valuable business development partner to the customer. DATAPARK employs over 60 highly trained technical and support personnel with expertise in the component level rebuilds of a wide variety of consumer IT products. DATAPARK serves over 20,000 customers nationwide, including independent service dealers, national retail chains, general line distributors, third party maintenance companies, and major corporations.

3.3

Company Vision Mission & Objective


Vision: In a world where technology increasingly touches every aspect of our daily lives, we will be a leading solutions provider in the areas of technologies, aspiring to become the most admired company in our country as seen by our stakeholders. DATAPARK also envisioned to emerge as a multi-national company with world-class standards to serve our valued and strategic business partners. Smart also wants to excel in innovative application of technological breakthroughs. Mission: DATAPARK (BD) Ltd. improves the quality of people's lives through the timely introduction of meaningful technological innovations. Smart is committed to providing the highest level of quality and service for our customers in the electronics and IT accessories. This commitment has achieved by adhering to high ethical and moral standards and creating an environment of trust and prosperity in partnership with our customers and employees. The major missions of DATAPARK (BD) Ltd. are as follows:

1. To add value for our customers, shareholders and employees. 2. To create a company culture in an environment that fosters real teamwork through shared information and technological know-how among all colleagues

3. To compete effectively in the global business and commercial environment. 4. To establish real-time information culture. 5. To promote and develop an intelligence-oriented employee base. Objectives: DATAPARK (BD) Ltd objectives are to conduct transparent business operations within the legal & social frame work with aims to attain the mission reflected by our vision. COMPANY VALUES Ethics: DATAPARK (BD) Ltd insists on the highest standards of personal and professional conduct so that we deserve our clients' and colleagues' trust. Customer-Centric: DATAPARK (BD) Ltd focus on creating and maintaining a customercentric experience that builds brand loyalty and meets our customers' lifelong financial goals. DATAPARK (BD) Ltd understands that a unique customer experience is key to our


competitive advantage and profitability. Our main focus is customer satisfaction. DATAPARK (BD) Ltd motto towards customer is “if you are not happy neither are we�. Respect: DATAPARK (BD) Ltd do their best work when we value one another as individuals, encourage diversity in our workplace and in our ideas, and recognize that work is but one part - a vital part, no doubt - of a full and rewarding life. Team Work: DATAPARK (BD) Ltd makes a greater contribution when we work together than when we work alone. Openness: DATAPARK (BD) Ltd strive to communicate openly and candidly with one another and to share information enabling us to achieve our objective for Smart Managing For Results: DATAPARK (BD) Ltd always manage for results through a customer-centric, results-oriented strategic planning and performance measurement approach by setting clear objectives and targets after consultation with customers. Competence: DATAPARK (BD) Ltd dedication to competence requires not only lifelong learning, but also that we continually assess our ability to appropriately and effectively address the needs of those whom we serve. Commitment to Success: DATAPARK (BD) Ltd actively assists their people to realize their full potential. This is critical to our success. Merit: DATAPARK (BD) Ltd believes in a meritocracy where the best people and ideas are recognized and rewarded. Excellence: Continuous improvement in the quality of their work provides the highest value to our clients and shareholders, and the greatest satisfaction to our people. Engineering & Stability Engineering: DATAPARK (BD) Ltd staffs of system engineers are the best around. Let us know what you need and we will provide our product that meets your requirements and is producible at a competitive price.


Stability: DATAPARK (BD) Ltd has been here 10 years and has a young management staff. Rest assured; when you do business with us we will still be here next year and the year after. Future Plan 1. Strong Distribution Channel in every city of Bangladesh 2. Expansion of regional presence for solution and service business 3. Full-fledged subsidiaries in various countries for hardware distribution business Next five Years Plan: Smart Technology (BD) envisioned penetrating into retail marketing in Bangladesh. Smart also plans to bring high tech IT products like wireless LAN and other networking peripherals in Bangladesh. Smart also targets to provide total distribution and solution in Bangladesh Key Resources When Mr. Zahirul Islam founded the company in 1998, he focused on the following Key Resources that have helped to propel DATAPARK (BD) Ltd. to bring to present status today: People — including the leadership and all our employees who grow and run the business; Markets — our focus on the dynamic consumer health and investment marketplaces; Products and Services — always striving for superior products and services that have true value to our customers; Capital — constantly reinvesting in the growth of the company and carefully planning each financial transaction; Organization and Systems — leading, pushing, urging, shaping, managing and growing our business with organization and systems in a pro-active way. These "5 Key Resources" will continue to provide the company with a firm foundation for rapid advancement for years to come. Channel Of distribution: DATAPARK (BD) Ltd. Is one of the leading IT Product distributors in Bangladesh? We are providing our products to the customer in two ways.


1. Channel Business: There are (350) dealers are exists all over the Bangladesh to distribute our products to the customer. 2. Business to Business (B2B): In this way we are directly provide our products to the customers. SERVICES Support 1. Understanding of IT distributions and Solutions and services as a business 2. Excellent Dealer Channel in Bangladesh all over the country 3. Presently working on a outlet division in Middle East 4. End-user Contact for direct sales 5. Focused and Dedicated team 6. High level of Technical Support Dealer / Reseller/Corporate Support 1. Backend rebates/ Schemes 2. Update Technical Information 3. News of Future Products and Pricing. 4. Instant Gifts for Quantity Purchases Marketing Activities 1. Advertising in IT magazines 2. Advertising in Daily Newspapers 3. Letters and Brochures 4. Computer Show 5. Seminars


6. Radio Add

Strategy 1. Increase profitability through re-allocation of capital towards opportunities offering more consistent and higher returns. 2. Leverage the authorized brand and our core competencies in innovative technology to grow in selected categories and geographies. 3. Build partnerships with key customers and suppliers, both in the business-to-business and business-to-consumer areas. 4. Continue to invest in maintaining world-class innovation and leverage our strong intellectual property position. 5. Strengthen our leadership competencies. 6. Drive productivity through business transformation and operational excellence.

3.4

Quality Control

Ensure strict compliance with standards and local regulatory norms in every phase of sourcing & procuring quality product, quality assurance and delivery. Ensure all activities through documented Quality Management System (QMS) complying International Standard requirements of ISO 9001 through continuously developing Human Resources by regular training and participation. DATAPARK (BD) Ltd. is committed to undertake appropriate review, evaluation and performance measurement of processes, business activities and Quality Management System


for continual improvement to ensure highest standard, customer satisfaction, developing human resources and company's growth.

3.5

Code of conduct

The company operates in full compliance with the applicable laws, rules and Regulation, including those relating to labor, workers health and safety, and the Environment. Child labor The company employs only workers who meet the applicable minimum legal age Requirement or are at least 18 years of age. Work environment The company encourage developing lawful work place apprenticeship programs fore the Educational benefit of the workers. Discrimination The company employs workers on the basis of their ability to do the job, not on the basis of their personal characteristics or beliefs. Wages and hours The company set working hours, wages and overtime pay in compliance with all Applicable laws.


3.6

Organizational Structure


Chairman Managing Director

GM Admin

GM Product HR Manager

Product Manager

Accounts Manager

Sales Manager

Sr. Executive

Sr. Executive (Dealer)

Executive

Executive (Dealer)

Manager Import

Store Manager

Executive

Manager Logistic

Corporate Manager

Assistant Manager

Sr. Executive

Executive

Sr. Manager (Tender)

Sr. Executive Executive

3.7

Description of its business:

DATAPARK (BD) Ltd is the Distributor of world renowned IT peripherals brands (Intel, Samsung, HP, Toshiba, Ricoh, Acer, Gigabyte, Twinmos, Team, Delux, and PowerPC) and one of the leading ICT solution providers in the country. "Best business through ultimate client satisfaction" is its ethics and it has been providing corporate and dealer sales & service professionally since a longer period.


DATAPARK (BD) Ltd is committed to provide quality Product, Competitive price and Reliable after sales service. DATAPARK (BD) Ltd. is one of the sole Distributor of, Samsung, Gigabyte, Twinmos, Deluxe authorized distributor of Intel, ACER, Brother, Gestetner, Planet, Power Pac, View sonic, Micro lab, Power Com, for Bangladesh. We have a regular satisfactory flow of hardware & Network clients. It offers renowned products to our honorable clients.

DATAPARK PRODUCT LIST SL No

Brand Name

Name of Product

01 02 03 04 05 06 07 08 09 10 11 12 13 14 15 16

Processor Mother Board TFT LCD Monitor Notebook PC (Laptop) Hard Disk Drive (Desktop) Optical Disk Drive (ODD) Laser Printer Multifunctional Laser Printer Large Format Display (LFD) Data & Multimedia DLP Projector Digital Camera & Camcorder Thin Client Lapfit LCD Monitor Notebook PC (Laptop) Desktop PC Server PC

17

Notebook PC (Laptop)

18 19 20 21

Notebook PC (Laptop) Desktop PC Server PC Mother Board

22 23 24 25 26 27 28

VGA Card / PCI Express Chassis Photocopier Multifunctional Photocopier Multifunctional Color Photocopier Memory Device Flash Drive

29

USB Hard Drive Case

30 31 32 33 34 35 36

Memory Device Flash Drive Power Supply Cabinet Mouse & Keyboard (Optical & Wheel) Web Cam Speaker & Sub Woofer


37

Off Line UPS

38

Cabinet

39

Multifunctional Color Inkjet Printer

40

Dot Matrix Printer

41

Fiscal Electronic Cash Register

42

Point of Sales Printer (POS)

43

Networks Accessories

44

Different Range AV-Pro Internet Security Total Security Server Edition

45

46

3.8

AVIRA Premium Security Suite

Main Buyers 1. Dealer Channel 2. Govt. Organization 3. Private Organization 4. End User

3.9

Expected Market Share: ● Total annual Economic Transaction of IT industry in GDP of Bangladesh is 200 billion (BDT). (Source: Bangladesh Economic Review, FY 2007-2008) ● 38% of total IT users of Bangladesh are based on capital city and 59% of total users of Dhaka are consumer & corporate, 41 % of total users are Govt. & Organizational. (Source: IT user’s Survey, 2007 by PCWorld) On the basis of above data we can assume that; Total economic transaction of It in Dhaka

= 64 billion (BDT)

Total economic transaction of Corporate & Consumer =37.8 billion (BDT) ( In DATAPARK (BD) Ltd Corporate Sales Division including Tender section trying to expand the market share on 64.3 billion (BDT) economic transaction range and the Corporate sales team leads for the 75% of the mention amount and Tender section leads


25 % of that ,because Tender section deals another 41 % of total economic transaction on Govt. sector)

3.10 The company competitive conditions: Strengths: DATAPARK (BD) Ltd has skilled manpower DATAPARK (BD) Ltd has good reputation in IT market DATAPARK (BD) Ltd is the distributor of the most popular branded Product.

Weakness: DATAPARK (BD) Ltd is not financially sound DATAPARK (BD) Ltd has not adequate branch. DATAPARK (BD) Ltd has not sufficient vehicles DATAPARK (BD) Ltd has not enough manpower

Opportunities: DATAPARK (BD) Ltd can increase their number of buyer. IT has ability to expand its business if it can fulfill its above lickings Within a short time

Threats: IT markets become more competitive day by day Some time it looses its customer for higher price and lack of rapid after sales Service

3.11

Financial condition of the company: DATAPARK (BD) ltd. Balance sheet as on 30th June 2009

Properties and assets: Stock Accounts receivable Advance, deposits and prepayments Cash and bank balances Tangible fixed assets

June 30, 2009 tk. Taka 37,517,204.00 48,352,280.00 10,899,786.00 4,445,991.00 12,786,814.00

June 30,2008 Taka 22,504,152.00 19,338,978.00 8,917,519.00 3,343,989.00 13,786,474.00


Total:

114,002,075.00

67,891,112.00

Capital and liabilities:

June 30, 2009 tk. June 30,2008

Share capital Retained earnings Reserve Bank loan Long term loan Sundry creditors Provision for income tax Liabilities for expenses

200,000.00 1,486,668.00 3,404,860.00 100,059,058.00 6,000,000.00 212,400.00 2,365,239.00 273,850.00

200,000.00 1,174,574.00 404,860.00 56,333,446.00 9,000,000.00 326,500.00 377,982.00 73,750.00

114,002,075.00

67,891,112.00

Total:

Properties and assets shown in graphically (Year June 30, 2009)

5 4.5 4 3.5 3 2.5 2 1.5 1 0.5 0

Series5 Series3 Series2 Series1

Stock

A/C Deposits receivable

Cash & Tangible bank fixed balances assets

Note: Amount shown in corer (BDT)

Capital and liabilities shown in graphically:


120000000 100000000 80000000 Series4

60000000

Series3 Series2

40000000

Series1 20000000 0 Share capital

Reserve

Long term loan

Provision for income tax

DATAPARK (BD) ltd. Income account For the year ended on 30th June 2009 Particulars Total income

2008-2009 2007-2008 Taka Taka 42,893,016.00 20,639,234.00

Income from distribution Income from supply

41,801,484.00 1,091,532.00

20,639,234.00 0.00

Total expenses

37,593,665.00

19,694,280.00

Administrative expenses Financial expenses

27,934,115.00 9,659,550.00

15,067,740.00 4,626,540.00

Operating income before tax

5,299,351.00

944,954.00

Provision for tax

1,987,257.00

377,982.00

Balance after tax

3,312,094.00

566,972.00

General reserve

3,000,000.00

0.00

312,094.00

0.00

1,174,574.00

607,602.00

Balance after reserve Last year balance carried forward


Accumulated balance transferred to balance sheet

4.1

1,486,668.00

1,174,574.00

Sales Executive: A sales executive is one kinds of coordinator. Optimum marketing performance in team of sales volume, net profit, and long time growth requires coordinator, and sales executive play a significant role in coordinating. Sales executive is a person who makes coordination involving the organization, the planning and other elements in the marketing strategy. Major responsibilities of sales Executives. 1. Organization and coordination 2. Planning and coordination 3. Coordination with other elements in the marketing program 4. Coordination with the distributive network 5. Coordination and implementation of overall Marketing Strategy

4.2 Sales promotion Definition: an activity design to boost the sales of a product or service. It may include an advertising campaign, increased PR activity, a free sample campaign, offering free gift or trading samples, arranging demonstrations or exhibitions, setting up competitions with attractive prizes. Following are the main feature of the sales promotion: ďƒ˜ Sales promotion techniques are mostly directed to consumers of packaged goods. ďƒ˜ Techniques include all type of specials, giveaways (caps ,pens T-shirt ,etc.) free samples coupons contest and rebates.

Sales promotion strategies: There are three types of sales promotion strategies: 1. Push 2. Pull 3. Or combination of two Push strategies: Push strategies involve convincing trade intermediaries channel member to push the product through the distribution channel to the ultimate consumer via promotions and personal selling efforts. The company promotes the product through a reseller who in tern promotes in to yet


another reseller or the final consumer. Trade promotion objective are to persuade retailers or wholesaler to carry a brand, give a brand self space , promote a brand in advertising , and push a brand to final consumer. Pull selling strategy: A pull selling strategy is on that requires high spending on advertising and consumer promotion to build up consumer product. A pull strategy attends to get consumer to pull the product from the manufacture through the marketing channel. Combination strategy: In this strategy often we propose cash back offers and dealer incentives. Customer promotion tools: Some of our customers promotions tools are describe bellow: 1. Price promotions: price promotions are also commonly known as price discounting. These offer either (1)a discount to the normal selling price of a product, (2) more of the product at the normal price. Increased sales gained from price promotions are at the expense of a loss in profit-so these promotions we used with care. A product must also guard against the possible negative effect of discounting on a brand’s reputations 1. Coupons: coupons are another, very versatile, way of offering a discount. The key objectives with a coupon promotion are to maximize the redemption rate-this is the promotion of customers actually using the coupons. For example, sometimes we offer sample to out customers at the time of launching the product in Bangladesh by giving an ad in newspaper and it was said that by submitting the cutting of that ad, a customer would get a Product free. 2. Sample: a small amount of product offer to customers for trial is called a sample. Sometimes we are provides sample product to the customer so that they can justify the quality of the product. For example we provide free sample of TVS toner to the customer at the time when it was lunching. 3. Gift with purchase: the gift with purchase is a very common promotional technique. It is also known as a premium promotion in that the customers get something in addition to the main purchase. For example: Some times we are provided free tea shirt if any one purchases a Samsung laser printer. 4. Competitions, prizes, sweepstakes and games: promotional events that give consumers the chance to win something such as cash, trips or goods by luck or through extra efforts. Another popular promotion tool with many variants. Most


competition and prize promotions are subject to legal restrictions. For example: at the time of IT fair we are offer scratch card. 5. Money refund offer: here a customer receives a money refund after submitting a proof of purchase to the manufacture. These schemes are often viewed with some suspicion by customers –particularly if the method of obtaining a refund looks unusual or onerous. 6. Frequent user of the loyalty incentives: Repeat purchase may be stimulated by frequent user incentives. 7. Advertising Specialty: Useful article imprinted with an advertiser’s name, given as a gift to consumers. It may be a calendar or key ring, pens, shopping bags, T-shirt, caps where the name of the product imprinted. 8. Patronage demand: Cash or other award for the regular use of a certain countries product or service. We are offers special discount to those customers’ who are purchase our product more frequently.

4.3

The Selling Process of DATAPARK (BD) Ltd. Selling Process

Searching out potential accounts

Qualifying prospects and determining probable requirements: Confirmation of purchase order:

Product Delivery:

Closing the sales:

Building satisfaction

1. Searching out potential accounts: a. Market Research: We will arrange market research at the end of every quarter to identify the market demand, rectify the obstacles in branding of Smart b. Target Market: Target market identification is important task to meet the forecasting, so that we will define the specific target market for every quarter after completion of


market research. At the beginning of the year we have emphasized on the following customer segments; 1. Financial Organization 2. Development Agencies. 3. Embassies. 4. Pharmaceuticals. 5. NGO. 6. Garments & Textile. Using the prospect definition the sales person combs different source for the name of probable prospects. Source of prospect information include directories of all kinds, news and notes in trade papers and business magazines, credit reports, membership list of chambers of commerce and trade and manufacturers associations lists purchases from list brokers, and record of service requests. Then we are tried to communicate with them through these following ways: a. Door to door visit. b. E-campaign: We have to take a arrangement of e-

campaign

to

inform

our

customers about our products & services to attract them. c. Telemarketing: We can appoint one / two persons as internee to cultivate the clients over phone and create the sales lead for the sales people. d. Road Show: We will arrange several road shows at different

places

around

the

corporate regions to make awareness on new technologies to the customer make the Smart as a brand and collect the customer’s information’s 2. Qualifying prospects and determining probable requirements: As information is assembled on each tentative prospect, it is easier to estimate the probable requirements of each for the types of products sold by the company. Prospect with requirements too small to represent profitable business are removed from further consideration, unless their growth possibilities show promise. Even after rapping all readily available information sources, additional information often is required to qualify certain prospects and personal visits by sales person may be the only way to obtain it. When requirements are arise of a particular company then we submit a quotation according their requirements. A quotation contains date, cover letter, product specification, price, delivery time, price validity time, payment mode, product warranty etc.


Incentive policies: 1) Conveyance System:

DATAPARKprovide conveyance according to the sales volume of the sales person. Conveyance bill should be maintained monthly according to the following slabs; Slab

Selling unit

Conveyance Per working day

1

2

100 (BDT)

2

4

150 (BDT)

3

7

175 (BDT)

4

12 to above

200 (BDT)

Product Category

Unit Value

Desktop PC, Notebook

1,00,000 (BDT)

& Accessories Printer, MFP & Photocopier

50,000 (BDT)

2. Sales Incentive / Commission Sales commission will be given under the condition of fulfilling the target. Incentive policy is given bellow: Incentive Policy (Target based)

Product Category Desktop PC Notebook Printer , MFP & photocopier

Incentive(% of total sales) .5% 1% 1%

5.1 Problems Identification There are many problems that a sales person has to face. Problems can be divided in internal and external way. These problems create barriers to work soundly. In order to think about future solutions I first need to find out what these problems are:

1. Employees Problems: Most of the employees are untrained, improper background and under-educated. That is why they are not efficient to do their task.


2. Insufficient Technology: The department uses limited software in office for their total activities. Sometimes we cannot do our task timely because slow speed of ERP software. Also speed of internet too slow than required.

3. Problem in decision making: Employees have no authority to take any decision instantly. They have to waiting for Manager’s decision.

4. Problem in communication/ relationship with foreign delegate: In DATAPARK (BD) LTD. there is limited employees who can speak English very well. It’s creating major problems to communicate with foreign delegate.

5. Electricity: Electricity supply is a major problem in Bangladesh. Most of the employees have to use computer to do their task. At the time of load shading they become workless. The existing generating capacity is not sufficient to do the task properly

6. Transportation and communication: Transportation and communication create serous bottlenecks because of insufficient delivery vehicle.

6.1

Recommendations

DATAPARK (BD) Ltd. will have to figure out how to survive in current competitive IT market. IF all internal and external problem can be solved it will result in reduced cost, improved the quality of the goods, and in increased efficiency delivery. The company can not solve the external problems but it can be solved its internal problem. Some recommendations about internal and external problems are given below: 1. Employees should be trained up in needed area and should be hired from related background. Organization may arrange monthly training for every product. 2. Use of technology should be updated. If they use more computer and necessary software it will decrees the time of some activities and they have to use high speed internet connection It should be used more necessary software, and ERP should be Web base not LAN base. 3. Organization rules should be flexible for some special cases so that an employee can take decision instantly. Management should take decision rapidly. Decision making problems can be decrease if its procedure is not lengthy. Company may assign a person who gets power to take decision in necessary time. 4.

Problem in communication/relationship with foreign buyers: More employees have to train up in English language and have to make a well organized customer database for communications.


5. The Govt. should take immediate action to improve the situation before the end of 2010. Company may use more powerful generator. Every people of the company should proper utilize the electricity. 6. Management of the Company should take proper steps to develop transportation and communication sector. It should purchase more than 3 delivery van immediately.

Conclusion Most of the people of Bangladesh do not highly introduced computer technology. If we see out side of Dhaka we will found that most of the government and non government organization don’t use computer. Most of them are still lacking the technology and the mentality that is needed to support the changes in the world markets. They will have to realize that they must become much more efficient and stop delaying the necessary changes. The government of our country already has declared to make “Digital Bangladesh”. That’s why to make it successful they should take proper step. Though some of problems DATAPARK (BD) Ltd. in continuing there business but it is the time for this company to take necessary action to solve the problem. DATAPARK (BD) Ltd has to build strong relationship with buyers for survived because buyers know that they are using the world recognized brand. They have faith in them and believe they will continue to work as they have in the past. Bibliography: •

Web Address: www.dtaparkbd.com

Interview from different employee of DATAPARK (BD) Ltd

Bangladesh Economic Review, FY 2007-2008)

IT user’s Survey, 2007 by PC World

Audit Report of DATAPARK (BD) Ltd. Year 2009-2010

Profile for zareen  a.abedin

An Evaluation of the Selling Process of DATAPARK (BD) Ltd. (2)  

An Evaluation of the Selling Process of DATAPARK (BD) Ltd. (2)  

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