Sustainable Promotional Strategies for Plastic Products in Bangladesh: a Study on Shurwid Industries Limited INTRODUCTION Now days, the main drives for global PLASTIC market growth were countries in the developed world. However, because of increasing prosperity, Asian markets are becoming sizeable enough to influence global PLASTIC marketing growth. Thus, having an Asian strategy is critical for future growth. More specifically, since a large portion of the Asian growth is by Singapore and China, having customized strategies for these two countries is critical For a company that is intent upon accelerating its growth. Bangladesh is almost self sufficient in the field of PLASTIC Industry. The PLASTIC industries in Bangladesh are expanding speeding speedily. At present the PLASTIC of this country are exported to many other countries of the world. Industrialists have claimed that if govt. extends their co-operation in this purpose, the foreign exchange earning of this sector will comes nearer to earnings of the garments. With the expansion of the market of the PLASTIC industry, profit of the industry gross gone much higher. The organization, which keeps eyes on the PLASTIC market, alleged that the prices of the PLASTIC by owners. In addition to that the questions of fake & adulterated PLASTIC are more. There are also allegations of the flow of PLASTIC through illegal routes. Plastic Information (BPGMEA) Common Plastic Acronyms Of Plastic Materials and Compounds ABS
Acrylontrile- butadiene â€“styene
CA CN EP PA PC PEFP PVC PVDC PO PPO PS PSF PTFF PUR PVAC
Cellulose acetate Cellulose mtrate Epoxide; Epoxy Polyamide Polycabonate Poly (eyhylene terphthalate) Poly (vinyl cloride) Poly(vinylidene-chloride) polypropylene Poly(phenylune oxide) Polystyrene Polyoulfono Polytetrofluoroetylene Polyurethane Poly (vinyl alcohol)
PVAL SB UF UP
Poly(vinyl alcohol) Styrene-butadiene Urea-formaldehyde Unsaturated Poyeaster
MAIN PART OF THE REPORT: Company Profile Name of the Company: SHURWID Industries Limited. As a short form of SIL Location of the Company: Corporate / Main Office House # 6/6 (2nd floor), Block # F, Lalmatia, Dhaka â€“ 1207. Phone # 8121687, 9126832, Fax # 8141718 E-mail # email@example.com Factory: Bi-Mile, Kashem cotton Mill Road, Konabari, Gazipur. Phone # 9298717 Registration & Operation of the Company SIL has registered with Register of Joint Stock Companies in March 26, 2004 and its trail operation start on April 26, 2008 and commercial production start from May 03, 2008. Types of the Company SIL are the multinational company with an American citizen & the Managing Director of STS Pack Holding Ltd. Bulgarian. SIL Manufacture high barer PVC blister film for sensitive drugs, Garments Accessories, Toys, Tooth Brushes, Electronics and All kind of Packing Industries, Fast Food shop & Departmental Stores in local market. Directors & Officers Directors Involvement/Interest in other companies Sl. Name No. 1. MD. ANIS AHMED
Age (Year) 44
ABUL HASAN 58 MASUD SHAHRA BEGUM 52
Designation Entities Where They have Interested Chairman Managing Director: Birds Bangladesh. Managing Director : Quality Director Plastic Industries Proprietor : Trade & Trading Director CEO : APF Financial Inc., USA Director Proprietor : Odyssey Exclusive Collection Director Proprietor: Hoque Pet Industries Director Partner : Prime Tailor
7. 8. 9. 10.
HALIMA KHANDAKER SYEDA FAHIMA AKTER RAIHANA ZAHED RUNA SYEDA SAYMA AKTHER
Proprietor : Collection Director : Bangladesh.
Family Relationship among the Directors The Relationship among the directors is stated below: Name of The Director MD. ANIS AHMED ZAHEDUL HOQUE RAIHANA ZAHED RUNA SYEDA SAYMA AKTHER EZAZUL HOQUE SHAHRA BEGUM
Position in the Company Chairman Managing Director Director
Relationship Self Self Wife of MD
Wife of Chairman
Brother Of MD Sister Of MD
The Management Committee (Employee) Name Mrs. Halima Khandakar Mr. Aurun Kanti Das Md. Arefin Akter Doly Md. Khorshedul Islam Mr. Juwel Kanti Day Md. Azizul Islam Md. Abdur Rahim Md. AlBeurini (Tanim)
Position in the Company Accounts & Finance Accounts Manager Admin Manager Marketing Manager Sales Manager Commercial Manager Assistant Manager(Sales &Marketing) Assistant Manager Marketing
DESCRIPTION OF BUSINESS Corporate Status and Background: Shurwid Industries Ltd. is a public limited Company but the company was incorporated in Bangladesh on 16.03.2004 as a Private Limited Company under the Companies Act 1994 in ‘Z House’, 6/6, Block-F, Lalmatia, Dhaka-1207 by 75% local investment, 25% foriegn investment and entitled as a multinational company in Board of Investment (BOI), Bangladesh and started its commercial operation on 02.05.2008. Subsequently the company was converted into Public Limited Company on April 12, 2010 and the project is located at Bi Mile, Konabari, Gazipur. Authorized and paid –up capital structure of the company is as follows:
Particulars Authorized Capital
No. Of Share 5,00,00,000
Face Value Tk. 10.00
Amount in Taka 50,00,00,000.00
Paid-up Capital Total
The project of the company is equipped with balanced modern new machineries imported from Europe, with a view to producing product of international standard. This happens to be the project of state of art, which has earned high reputation in PVC film (drug packaging film) sector. Nature of Business The principal activities of the company are to carry on the business of drug (specially tablet & capsule) and food packaging plant to produce PVC film (Pharma & Food grade) for Pharmaceuticals, Food industries and export thereof. Principal Products: The company has been set up to produce international standard Pharma and food grade PVC Film from FDA approved raw materials. Market of the Products: The company procedures PVC film for pharmaceuticals and food industries and export thereof. All buyer of the company are located within the country and business transactions have been being made by cash and L/C. Generally L/C’s are received in terms of payment ‘at sight’. (1) Relative Contribution of the Services Contributing More Than 10% of Total Revenue: The Company produces PVC film for drug (especially tablet, capsule), food packaging, stationery, toy Industries and Garments Accessories. (2) Associates, Subsidiary/ Related Holding Company: Shurwid Industries Ltd. has no Associates or Subsidiary company. (3) Distribution of Products/Services: The company produces PVC Film products for pharmaceuticals and food industries and export thereof. We may demonstrate the distribution process as follows:
Production process of PVC Sheet:
Prepare Chemical composition
Mixture by Machine
Finished Product Store
Extruder for Sheet Making
Production Process of Forming Item:
PVC Sheet Film
(4) Competitive Conditions in the Business: There is a huge demand-supply gap for the product of the Company in the PVC blister film market. The Company earned good name and fame in the PVC film market of the country of its quality. There is a 15% Import Duty for importing finished PVC blister film from abroad but for local production this is a totally duty free. Name of Foreign Companies Nuplas Industries Ltd. Macro Plastic SDN. BHD. Rifidtex SDN BHD HanjinChicago 0031W Primax International Corp. AC-Flien GMBH
Country UAE Malaysia Malaysia Taiwan Taiwan Germany
(5) Sources and Availability of Raw Materials and the Name of the Principal Suppliers:
The raw material of the company is PVC Resin, Tin Stabilizer, Impact Modifier and etc. which is fully procured from abroad. The company imports the Food and Drug Administration (FDA)- approved raw materials from the United States of America and Thailand to produce world-standard blister film. The names of main suppliers are mentioned below: SL. No. Name of Supplier Address 1 Vinythai Public Company Green Tower, 3656/41, Rama IV Ltd.(Solvay) Road Klongtoey, Bangkok-10110, Thailand 2 Rohm and Haas Singapore 11 Tuas Avenue 12, Singapore (PTE) Ltd 639034 3. Kaneka (Malaysia) SDN, Suite 6,02, 6th Floor, Regent Office BHD Block 160, Jalan Bukit Bintang 55100 KualaLumpur, Malaysia. 4. Cognls Oleochemicals (Sdn 42507 Telko Panglima Garang, Bhd (63112-D) Selangor, Malaysia. (6) Sources of and requirement for, power, gas & water: All required utility facilities are available at the project site and those are stated below: Power: Power requirement for the project is 250 KW which are met up from 360 KW own operating gas generator. Yet for smooth operation of the project power connection from REB has been arranged as stand by. Water: The project is required 9m3 of water per day which is met up from own deep tubule. Gas: Titas Gas Distribution Company Limited supplies required gas for the project (7) A) Name of the customers who purchase 5% or more of the companyâ€™s pharma grade product/service: S / Customer Name L 1 ACI Pharmaceuticals Ltd. . 2 Alco Phama Ltd. .
Nature of Transaction By Cheque
3 . 4 . 5 .
ACI Center, 245 Tejgaon Industrial Area Dhaka-1205 House# 21,Road# 113/A, Gulshan-2 Dhaka-1212 Albion Laboratories Ltd Ban Goveshanagar Road, Sholashahar,Chittagong Ambee Pharmaceuticals Ltd. House-1, Road-71, Gulshan2, Dhaka-1212 Amico Laboratories Ltd. 12/3,Tajmahal Road Mahammadpur,Dhaka-1207,
Apex Pharma Ltd
House-6 Road-137, Gulshan
By Cheque By Cheque By Cheque By Cheque
. 7 .
8 . 9 . 1 0 . 1 1 . 1 2 .
Benham Pharmaceuticals Ltd TMC Building (2nd& 8th By Cheque Floor) 52, New Escaton Road, Dhaka-1000 Beximco Ltd.
Pharmaceuticals 19, Dhanmondi R/A, Road By Cheque No-7, Dhaka-1205, Beacon Pharmaceuticals Ltd. Orion House, 153-154 By Cheque Tejgaon I/A, Dhaka-1208, BIO Pharma Laboratories 7/16 Lalmatia, Block-B, By Cheque Ltd Dhaka-1207, Bristol Pharma Ltd
6/3, Block-B, Dhaka-1207
Central Pharmaceuticals Ltd
2A/1 South West Salam Road Mirpur, Dhaka-1216
1 3 . 1 4 .
338, Segunbagicha, Dhaka-1000,
Cosmic Chemicals Industries
Plot-I/21, Block-K Sector-2 By Cheque Road-3 Rupnagar,Mirpur, Dhaka1216
1 5 . 1 6 . 1 7 . 1 8 .
1 9 . 2 0 .
14, Bijoy Nagar, Dhaka- By Cheque 1000
Ethical Drugs Ltd
19, Dilkusha Rahman Tower By Cheque (8th Floor),Dhaka-1000
Works 44, Dilkusha 1000,
Lalmatia, By Cheque Darus By Cheque
CA,Dhaka- By Cheque
Drug International Limited
17, Green Road Dhaka-1205
Delta Pharma Ltd
House-500, Road-34, New By Cheque DOHS Mohakhali, Dhaka-1206 Gulshan Tower (9th Floor), By Cheque Plot-31, Road-53, Gulhan-2, Dhaka-1212
Eskayef Bangladesh Ltd.
2 1 . 2 2 . 2 3 .
Pharmaceuticals House # 48A,Road # By Cheque 11A,Dhanmondi Dhaka â€“ 1209. Globe Pharmaceuticals Ltd House #251/L (New),Road # By Cheque 13/A (New),Dhanmondi R/A, Healthcare Pharmaceuticals Wage Ernes Complex (3rd By Cheque Ltd Floor) 71-72,Eskaton Garden Road Dhaka-1000
2 4 . 2 5 . 2 6 . 2 7 . 2 8 . 2 9 .
IBN-SINHA Phar. Industries House # By Cheque Ltd 41,Road#10/4,Dhanmondhi
3 0 .
Orion Laboratories Ltd.
Orion House, Tajgaoa area,Dhaka1208,
3 1 . 3 2 . 3 3 . 3 4 .
5 Nawab Stratwari, Dhaka- By Cheque 1203,
Pharmic Laboratories Ltd.
Koholla,1512/A O.R Nijam By Cheque Road, Mehedibagh,Chittagong House-25, Road-2, By Cheque Dhanmondi, Dhaka-1205
Incepta Pharmaceuticals Ltd.
40,Shahid Tajuddin Ahmed By Cheque Sharani Dhaka-1208 Indo Bangla Pharmaceutical Cillege Road, Barishal. By Cheque Works Medicon Laboratories
44, Purana Paltan (1st floor) Dhaka-1000
Novo Healthcare and Pharma United House, 10 Gulshan By Cheque Ltd Avenue, Gulshan-1, Dhaka1212, Navana Pharmaceuticals Ltd. 125/A Matijheel CA By Cheque (Islam chamber), Dhaka1000
Popular Pharmaceuticals Ltd Prime Pharmaceuticals Ltd
153-154, By Cheque Industrial
City Heart Building (8th By Cheque Floor) 67, Nayapaltan, Dhaka-1000
Pharmaceuticals House-214, Lane-13 Lake By Cheque Road, New Dohs Mohakhali
3 6 . 3 7 .
Reman Drug Laboratories
392 New Road,Dhaka-1000
Eskaton By Cheque
House-450, Road-31, New By Cheque DOHS, Mohakhali, Dhaka-1206,
3 8 . 3 9 . 4 0 . 4 1 . 4 2 . 4 3 . 4 4 . 4 5 . 4 6 . 4 7 . 4 8 .
Repco Laboratories Ltd.
33/C Dilu Road, Dhaka-1000 By Cheque
4 9 . 5 0 .
United Laboratories Ltd.
Pharmaceuticals House # 65, Road # 8/A By Cheque (New), Dhanmondi R/A,Dhaka – 1209 Sonear Laboratories Ltd. 11/3, Toybu circular road, By Cheque Motijheel C/A,Dhaka-1000, Sun Pharmaceuticals House # 4, Road # 16/A By Cheque (Bangladesh) Ltd. Gulshan-1 Dhaka-1212, Standard laboratories Ltd. Pine View (2nd floor), 100 By Cheque Agrabd CA,Chittagong. Syntho Laboratories Ltd.
19/B Lake Circus, By Cheque Kalabagan, Dhaka-1205.
13 Topkhana Road,Segunbagicha, Dhaka1000 Tropical Pharmaceuticals House-270, Road-1, Baitul Ltd. Mana Housing Society, Shamoli, Dhaka-1207 The ACME laboratories Ltd. Court Dela ACME, ¼ Kallayanpur,Mirpur Road, Dhaka-1207 The White Horse Pharma 67, Dilkusha C/A (4th floor) Dhaka-1000 Unimed & UniHealth 5/8 Block-C, Manufactures Ltd. Dhaka-1207
United Chemicals Pharmaceuticals Ltd
By Cheque By Cheque By Cheque By Cheque
Lalmatia, By Cheque
1202, Askarabd,Dewanhat, By Cheque Chittagong. and 1954/AC.D.A.Avenue, By Cheque G.P.O. Box No 485, Chittagong. 33/E,Fidc Road,
Kalurghat, Chittagong 5 1 .
Zenith Pharmaceuticals Ltd.
42,Dilkusha C/A (5th Floor), By Cheque Dhaka-1000
b) Name of the customer(s) who purchase 5% or more of the Companyâ€™s food grade product/service: Sl. No. 1 2 3 4 5 6 7 8 9 10
Name of Customer
Nature of Transaction Euro Hut Dhanmondi-15, Dhaka By Cash Tatka Agro Foods House #34, Road #27, By cheque Dhanmondi, Dhaka Californea Fried Road #27, Dhanmondi, By Cash Chicken Dhaka Joypur Sweets Shakertake, By Cash Mohammadpur Bikrompur Sweets Kolabagan, Main Road, By Cash Dhaka Alpha Ball Pen Hatkhola, Dhaka By cheque New Light House BCC Eoad, Thadary By cheque Bazar, Dhaka Shams House Sec-3, Road-11, Uttara, By Cash Dhaka. Royal Foods Lalbagh, Dhaka By Cash Pitha Ghar Kolabagan, Dhaka By Cash
(8) Contract with Principal Suppliers/Customers: There is no contract with principal suppliers or customers other than the normal course of business. (09) Material Patents, Trademark, Licenses or Royalty Agreements: Company is registered at BOI, VAT License from NBR and Import License from CCI&E. No requirement of Material Patents, Trade Mark, Royalty Agreement. (10) Employeesâ€™ position as on 31.01.10 Monthly Salary Range Below 20 Thousands Above 20 Thousands
Factory 130 05
Head Office 21 10
Total All are full time salaried employees. There is no part-time employee in the Company. (12) Production Capacity and Current Utilization:
Installed Production Capacity of Shurwid Industries Ltd. is as under: Product PVC Film
Quantity (M.T) per Year 1500
Manufacturing of PVC Food Grade Disposable Item: Product PVC Launch Box PVC Plate PVC Transparent Container PVC Bati PVC Biscuit Tray PVC ICE Cup PVC Burger Box PVC Square Tray
Quantity(Pcs) per Month 10,00,000 3,00,000 4,00,000 2,00,000 5,00,000 2,00,000 8,00,000 1,50,000
Product Description: PVC film/sheet is transparent base material for blister pack and its basic raw material is PVC Resin. Our Product has standard color; options are Glass clear, Amber, Green, Blue, Opaque White and Milk white. The Products thickness varies between (100mic-1mm) with a maximum width of 800mm. Our own automatic computerized machine checks & controls products thickness, width and quality online. All pharmagrade products are being produced keeping in mind the safety requirement of pharmaceuticals. Why will you buy from SHURWID Good quality Better price Minimum lead time. Delivery can be made within a week No inventory carrying cost No import hassle To support local Bangladeshi entrepreneur The products are having clean superiority in appearance performance, workmanship and life/durability PVC / PVDC Film / Sheet PVC Soft Film PVC Thermoforming Film PVC Disposable Lunch Box PVC Disposable Plate PVC Disposable one time cup PVC Disposable one time Glass PVC Disposable Container PVC Disposable Item Name of Machinery SHURWID INDUSTRIES LTD. BI MILE, KONABARI , GAZIPUR
Air Compressor (3 Pcs)
Band Machine (8 NO'S)
USA China Bangladesh
Dies Making Forming
Tube Forming Machine
Vacum Forming Machine
Furniture & Fixture
Land & Land Development
Tools & Spare
COMPANY COMPETITIVE SITUATION Mission of SIL: Providing a premium set of innovative products and services and granting superior value to their â€“ shareholders, customers and employees. Vision of SIL: Continue to build their track record and in seek for excellence. They strive to meet the needs of both their customers and their employees. At SIL ensure customer satisfaction by providing high quality customer services. This is made possible by the professionalism of their employees all of whom are provided with the requisite training and opportunities to enable them to realize their full potential. Social Commitment:
The Public Relation Division of SIL maintains effective support with the general public by communicating the policies and schemes of the industries through press and electronic media. Besides maintaining close relationship with journalists & advertising agencies. SIL believes in serving the nation and building the country strong and always at the forefront to support noble causes and promote the social & culture activities in the country. The Public Relation Division of SIL sponsors various social, cultural and sports events to generate healthy activities in the society. It also organizes religious programs to uphold the religious tradition of our people. The Division represents the industries at important forums to exchange views on national & international issues with various organizations to boost the intellectual activities. About Product: PVC need in our country minimum 300 metric ton. But our country fulfills this requirements only 150 metric ton. On of them, SHURWID Industries Ltd. production capacity only 90 metric ton and others Industries production capacity only 100 metric tons, like Sun Yead Industries, Aishi Industries & Mais Industries etc. Short product our country Import. Indutries Name Shrwid Industries Limited Others Industries Import
Production Capasity 90 Metric Ton 100 Metric Ton 210 Metric Ton
SWOT Analysis: The comparison of strengths weaknesses, opportunities, and threats is normally referred to as a SWOT analysis. The central purpose of the SWOT analysis is to identify strategies that align, fit, or match a companyâ€™s resources and capabilities to the demands of the environment in which the company operates. To put it an other way, the purpose of the strategic alternatives generated by a SWOT analysis should be to build on company strengths in order to exploit opportunities and counter threats and to correct company weakens. SWOT analysis explains in two broad ways on viewed of organizations environment. These are: a)Internal Environment Analysis: It includes: Strength Weakness Strengths: SIL has provided its industry service with a top leadership and management position. The Board of Directors is the skilled person in business world. The top management officials have
all worked in reputed company and their years of industry experience, skill, and expertise will continue to contribute towards further expansion of the Industry. SIL has an interactive corporate culture. The working environment is very friendly, interactive and informal. And, there are no hidden barriers or boundaries while communicate between the superior and the employees. This corporate culture provides as a great motivation factor among the employees. SIL has the reputation of being the provider of good quality services customers.
too its potential
Weakness: The industry failed to provide a strong quality-recruitment policy in the lower and some mid level position. As a result the services of the industry seem to be Deus in the present days. Service quality of this industry is good but hot high as the customers want and expectation. The quality of the service at SIL is higher than the others industry Some of the job in SIL has no growth or advancement path.. Opportunities: In order to reduce the business risk, SIL has to expand their business portfolio. In addition of those things, SIL can introduce special corporate scheme for the corporate customer. At the same time, they can emphasize more on various social activities because it has these opportunities. Threats: The low compensation package of the employees from mid level to lower level position threats the employee motivation. As a result, good quality employees leave the organization and it effects the organization as a whole. Daily basis interest. Service: Environmental Policy SIPL is committed to maintain highest standard of environmental protection and want to ensure the consumer that all actives of SIL are being done without any adverse impact on the environment. We firmly believe that we are responsible to the government for protecting environment The entire employees are well aware of thier responsbility and commitments. Objectives: We always practice national legislation on environment and ensure that no stage of our operations will compromise / hamper the safety of people, product and environment.
We continuously analyze and improve the environmental impact of our existing & future packaging products. We minimize risks of pollution by a) Handling of materials in a safe manner. b) Minimizing dust and noise levels. We co-operate with national environmental authorities & consultative bodies as well as strive to raise the environmental awareness of our supplies. We ensure that employees in general and management in particular understand & comply with environmental responsibilities through proper training and internal audits to Check for Compliance. Implementation: Factory Manager, Quality Assurance Manager, Production in Charge and all other stuffs have specific responsibility for the implementation of the policy in their respective areas. Quality Policy We follow total quality management principle: a) Success is built on quality b) Quality is a join effort c) Quality is made by people We are committed to continuous improvement of our products. We are committed to supply high quality products to our buyerâ€™s consumers. We ensure competitive price by adopting latest manufacturing technology Findings and Analysis Analysis of Employee Survey: This questionnaire is based on the satisfaction of the customers to using SIL products and services. What we have found in my study that we furnished below: Employee Age Group of SIL: SILâ€™s Employee Age Group
Below 21 21-30 31-40 41-50 51 & above
Employee Gender of SIL: Employee Gender
Male Female 70%
Findings: Hopefully the management decided to provide fully computerized services that will booster services of the industry.
Officers of the desk, where workload is very high, hardly get the chance to go out for development purpose and always feel that their duties for the organization. Management decision is very quick. Employee is too much proportional.(Head Office & Factory) Everybody is high qualified. Marketing department & sales department are highly qualified. Factory Manager, Quality Assurance Manager, Production in Charge and all other stuffs have specific responsibility for the implementation of the policy in their respective areas. The products are having clean superiority in appearance performance, workmanship and life/durability. Continuously analyze and improve the environmental impact of our existing & future packaging products. Committed to supply high quality products to our buyerâ€™s consumers. Recommendations & Conclusion Recommendations: In this part we have tried to come up with a number of recommendations pertinent to the overall performance of the company. These recommendations are based on the study of last two years financial performance. The following suggestions are recommended for increasing the overall performance of the company: The synergy of dedicated manpower, technology, and market opportunity can lead the organization to achieve the goal. The management should increase the current assets in order to meet the current obligations, so that firm can attain a comfortable liquidity. SIL should train up their head personnel about all sort of information regarding and its service. Shurwid Industries Limited management should take attempts to reduce its administrative, selling and distribution expenses. Attempts should be made to use debt capital efficiently in its capital structure in order to enjoy the benefit of leverage. It seems to us that day-by-day customers operation is increasing, individual employee has to handle different types of job. But that is pocking a back for an employee. As a result it might be happen any big mistake by the employee and service is also timed consuming and customer has to suffer for this situation. May be it would be the reason for employee's demotivation as well as the customer's dissatisfaction.
Control should be and adjusted through responsibility accounting. SIL should focus on their promotional activities. They should also focus on the marketing aspects to let customers know about their products and offerings and more promotion should be given to attract new customer. Time consumed at service level should be minimized at optimum level.
Conclusion: Bangladesh is one of the world's most prominent developing nations. The country's economy is based on agriculture .Bangladesh Plastic Goods Manufacturers Association (BPGMA) is a private sector association and also representing our country total plastic goods industries. One of the important factors of service business is to satisfy customers. Especially, for the company, which is the principal service business, the evaluation of the satisfaction by the customers for various kinds of services is a very important index for measuring the competition level of the industry. Consumer behavior is an interesting and important area that evolves rapidly because of their perception, motivation, and attitudes towards the product or service, they are enjoying. This study has several objectives, which has fulfilled by different analysis. The first objective was to measure the customer satisfaction of SIL. Shurwid Industries Limited (SIL) providing satisfied level of service quality. References http://www.silbd.com, accessed on May 05, 2010 http://www.wikipedia.org, accessed on May 07, 2010 SIL general regulation. William G. Zikmund, “Business Research Method” Parasuraman, A., Zeithaml, V.A. and Berry, L.L. (1985), ``A conceptual model of service qality and its implication for future research’’, Journal of Marketing, Vol. 49, April, pp. 4150. Mc Graw Hill, Advertising and Promotion. An Integarted Marketing Communications Perspective.