Assignment On

Strategic management practice and theory of ACI Limited.

Course title: Strategic Management

Course code: MGT501

Date of Submission: 10th May, 2012

Executive Summary

ACI Limited is one of the leading manufacturing company in Bangladesh. This company

captures the whole Bangladeshi market and the international market by their good practice of

strategic management. By this assignment, many strategic practice or theory is represented.

Actually this guides all other management processes in a systematic, coherent, and effective

approach. It is a continuous activity of assessing the strategic direction of the organization and its

business, and making decisions on a day-to-day basis addressing changing circumstances. ACI

Limited presents their strategic planning at first that can help them to identify their goal, mission

and objective. Through the strategic management the company can identify its strength,

weakness, opportunity and threats that can make the company more competitive in the market.

Then the company’s growth mostly depend on its external environment that include PEST

analysis and he internal environment which includes the value chain analysis. ACI Limited takes

the better position by their core competencies and ensure safety of it products and operations for

the environment by using standards of environmental safety, which are scientifically sustainable

and commonly acceptable.

Serial

No.

Particulars Page No.

1 Introduction

1.1 Objective

1.2 Methodology

1.3 Limitation

2 Overview of the company

2.1 Background

2.2 Mission

2.3 Vision

2.4 Values

3 Strategic Management practice of ACI Limited

3.1 Strategic Planning of ACI

3.2 Strategic Business Units

3.3 Corporate Social Responsibility

3.4 Hierarchy Level of Strategy

4 Five force analysis

5 External Environment Analysis

5.1 PEST Analysis

6 Internal Environmental Analysis

6.1 Value Chain Analysis

6.1.1 ACI inbound and outbound logistics

6.2 Supporting Activates

7 Strategy Evaluation

8 Competition

8.1 Competitor Profiling

8.2 Core Competencies

9 SWAT Analysis

10 Conclusion

11 Recommendation

1.Introduction

ACI was established as the subsidiary of Imperial Chemical Industries (ICI) in the then East Pakistan

in 1968. After independence the company has been incorporated in Bangladesh on the 24th of

January 1973 as ICI Bangladesh Manufacturers Limited and also as Public Limited Company. This

Company also obtained listing with Dhaka Stock Exchange on 28 December, 1976 and its first

trading of shares took place on 9 March, 1994. Later on 5 May, 1992, ICI plc divested 70% of its

shareholding to local management. Subsequently the company was registered in the name of

Advanced Chemical Industries Limited. Listing with Chittagong Stock Exchange was made on 22

October 1995.

1.1ObjectivesThe core objective of the study is to find out the credit system of tractor of different brands.

However the objectives of the study can be described under the following head:

Broad Objective: The broad objective of the assignment on the strategic practice and theory of

ACI Limited.

Specific Objectives: With a view to fulfilling the broad objective some specific objectives have

to be satisfied. The specific objectives of this study are as follows:

Analyzing the practice of strategic management of ACI Limited.

To illustrate the strategic plan of the company.

To represent the porters five forces of model.

Identifying the strengths and weaknesses of ACI Ltd.

Analyzing the different level of strategies.

To illustrate the PEST Analysis of ACI.

1.2 Methodology

In order to making this formal and comprehensive report we have gone through a marvelous

experience while collecting and combining all information from Primary and Secondary Data

source.

Primary Data Source:

The assignment aims to provide information on the strategic management practice or theory followed by the ACI Limited.

Secondary Data Source: Visiting the official website of ACI Limited. Annual report, organizational brochure, booklet, various books, lip let etc. regarding

present status facilities. Relevant journals and articles available in website.

1.3 Limitation

To complete this assignment I have faced some problem.

Shortage of time Limitation of related with the organization Difficulty in collecting data Confidential data

2. Overview Of the Company

2.1 Background

ACI Limited was established as the subsidiary of Imperial Chemical Industries (ICI) in the then

East Pakistan in 1968. After independence, the company was incorporated in Bangladesh in 1973

as ICI Bangladesh Manufacturers limited as a Public Limited Company. In 1992, the company

was divested to local management and the name of the company changed to Advanced Chemical

Industries (ACI) Limited. ACI inherited the rich ICI culture of product quality, customer service

and social responsibility. Initially in 1992, ACI started primarily with pharmaceutical business

with a turnover of BDT 80 million only but later the new management brought about

fundamental changes in the policies and in the year 2008 turnover grew to over BDT 7,365

million. The Company has diversified business interest in pharmaceuticals, agricultural including

fishery & livestock and consumer brands. At present, ACI has three strategic business units

along with 11 subsidiaries, 3 joint ventures and 1 associate. ACI is a fast growing conglomerate

that has substantial contribution in the economy of Bangladesh. In response to growing demands

of the consumers of Bangladesh, ACI has diversified its business to include wide range of

products in its portfolio. ACI has started its expansion policy by exploring and strengthening the

pharmaceuticals wing further so that it can continue giving unswerving service to the consumers

of Bangladesh. ACI is the first company in Bangladesh to achieve ISO S001 in 1995 for quality

management and also the first company to achieve ISO 14000 in 2000 for environmental

management system. ACI is also the first company from Bangladesh to become the honorable

member of United Nation Global Compact. It is the only Bangladeshi company which was

declared as a notable COP (Communication on Progress) recognized by UNGC (United Nation

Global Compact). ACI has been accepted as a founding member of community of Global

Growth Companies by the World Economic Forum which is the most prestigious business

networking organization in the world.

2.2 MissionACI’s mission is to enrich the quality of life through responsible application of knowledge, skills

and technology. ACI is committed to the pursuit of excellence through world-class products,

innovative processes and empowered employees, to provide the highest level of satisfaction to its

customers.

2.3 Vision

Endeavor to attain a position of leadership in each category of their businesses.

Attain a high level of productivity in all their operations through effective and efficient

use of resources, adoption of appropriate technology and alignment with their core

competencies.

Developing their employees by encouraging empowerment and rewarding innovation.

Promoting an environment for learning and personal growth of their employees.

Providing products and services of high and consistent quality, ensuring value for money

to its customers.

Encouraging and assisting in the qualitative improvement of the services of its suppliers

and distributors.

Establishing harmonious relationship with the community and promote greater

environmental responsibility within its sphere of influence.

2.4 Values● Quality: ACI always strive to provide the best possible quality for their products and

services in order to meet and exceed customer’s expectation.

● Customer Focus: ACI’s main focus is always their customers. They are always to provide

the finest products and services to their customers in order to attract and retain customers.

● Fairness: ACI always attempts to maintain fairness in what they do and produce. This

helped them to gain customer’s faith and confidence and also to operate successfully in the

market with their competitors.

● Transparency: ACI maintains transparency by providing the desired goods and services to

their customers and sharing their goals with their employees.

● Continuous Improvement: ACI always attempts to make improvements in their products

and services in order to meet customer’s demands and cope with the current trend. In this

way, they are able to compete successfully in the market in comparison to others providing

the similar kind of products and services.

3. Strategic Management practice of ACI Limited

3.1 Strategic Plan of ACI

The Entrepreneurs and business managers of ACI are often so preoccupied with immediate

issues that they lose sight of their ultimate objectives. That's why a business review or

preparation of a strategic plan is a virtual necessity. This may not be a recipe for success, but

without it a business is much more likely to fail. A sound plan should:

Serve as a framework for decisions or for securing support/approval.

Provide a basis for more detailed planning.

Explain the business to others in order to inform, motivate & involve.

Assist benchmarking & performance monitoring.

Stimulate change and become building block for next plan.

A strategic plan should not be confused with a business plan. The former is likely to be a (very)

short document whereas a business plan is usually a much more substantial and detailed

document. A strategic plan can provide the foundation and frame work for a business plan. For

more information about business plans, refer to How to Write a Business Plan, Insights into

Business Planning and Free-Plan: Business Plan Guide & Template.

A strategic plan is not the same thing as an operational plan. The former should be visionary,

conceptual and directional in contrast to an operational plan which is likely to be shorter term,

tactical, focused, implementable and measurable. As an example, compare the process of

planning a vacation (where, when, duration, budget, who goes, how travel are all strategic issues)

with the final preparations (tasks, deadlines, funding, weather, packing, transport and so on are

all operational matters).

3.2 Strategic Business Units Pharmaceuticals

Consumer Brands & Commodity Products

Agribusinesses:

o Crop Care Public Health

o Livestock & Fisheries

o Fertilizer

o Cropex

o Seeds

Pharmaceuticals

ACI carries the legacy of ICI- world renowned British Multinational in providing the people of

Bangladesh with quality medicines and healthcare products. Its state-of-the art pharmaceutical

plant represents Bangladesh's quest for a truly world class manufacturing facility. ACI's rich

heritage leads to innovative and higher value added formulations.

The comprehensive product range of ACI pharmaceuticals include products from all major

therapeutic classes and in various dosage forms like tablet, capsule, dry powder, liquid, cream,

gel, ointment, ophthalmic and inject able. ACI Parma also has state of the art plant on Novel

Drug Delivery System (NDDS). It produces world class Modified Release drug and medicine to

cater the requirement of pharmaceutical manufacturer of domestic and international market.

It exports high quality pharmaceuticals to a good number of countries of Asia, Africa & South

America.

Consumer Brands & Commodity Products

The Consumer Brands Division boasts in having an unequivocal presence in consumers' heart

with the market leading brands like ACI Aerosol, ACI Mosquito Coil, Savlon. These are the

persistent performers in keeping the household clean and free from germs and harmful insects.

The necessity of pure food in the minds of Bangladeshi consumers especially in the commodity

food business has pushed ACI to fill up the market gap by producing commodity products such

as Salt, Flour and Spices. Now the customers of Bangladesh are ensured with 100% pure Salt,

Spices products and Wheat products under the brand name of "ACI Pure".

ACI also represents the world renowned product range of Colgate, Nivea, Tetley, and Godrej &

Dabur in Bangladesh through distribution and forming joint ventures.

Agribusinesses

ACI Agribusiness is the largest integrator in Bangladesh in Agriculture, Livestock and Fisheries

and deals with Crop Protection, Seed, Fertilizer, Agro machineries, and Animal Health products.

These businesses have glorified presence in Bangladesh.

CC & PH supplies crop protection chemicals, Seed supplies Hybrid Rice, vegetable and Maize

seeds, Fertilizer Supplies Micronutrient and Foiler fertilizer, Agrimachineries supplies Tractors,

Power Tiller and Harvester and Animal Health supplies high quality Nutritional, Veterinary and

Poultry medicines and vaccines. ACI Agribusiness is having strong partnership with national and

international R & D companies, universities and research institutions. Before introducing any

product, it is elaborately tested in the laboratory and farmers field. ACI provides solution to the

farmers through a large team of scientists & skilled professionals.

3.3 Corporate Social ResponsibilitySocietal Development through Educational Programs

ACI’s guiding principle in all its operations is to be a ‘responsible corporate citizen’. Thus,

Social Responsibility is a top priority for every individual at ACI. Our endeavors toward

discharging our social responsibilities have become more focused since our adoption of the

principles of the Global Compact.

Initiatives that have shown significant contribution to societal development are Continued

Medical Education (CME) for medical professionals and Children’s Education Programs.

A dedicated team of medical graduates makes up the Medical Services Department (MSD) in

ACI, which carries out CME programs termed ‘Clinical Meetings’ all across Bangladesh. These

are essentially non-advertised meets of medical professionals that serve as a training and

knowledge-sharing forum, often conducted by experts on the subject. Our partners in

development for these programs are doctors, medical associations and/or departments, and

various study groups. The level of involvement of ACI in these programs may range from only

sponsoring the entire program to providing all types of services and technical support to the

presenter to even conducting the program by an MSD doctor. Support from MSD include

research support for deliberations at the meet, literature and multimedia presentation for the

program, updates on new technology and thoughts in medical fields, and even educational

support to any participant in their area of interest.

ACI has also undertaken an English Education program in Faridpur, one of the remotest districts

of Bangladesh. This provides support to teach English Language to school going children.

Outcome

Doctors in Bangladesh who are not living in the metropolitan cities have very limited access to

the Internet or any other sources of information. In order to keep them updated on the

developments in the medical practices regularly, the CME program has been proven highly

effective.

ACI believes that by promoting education of children, we are contributing to societal

development by shaping the minds of our future leaders.

Educating the farmers, with a focus on Environment Friendly Practices

ACI has undertaken extensive programs to educate crop farmers all over rural Bangladesh in

Good Agricultural Practices. We have a team of agricultural experts working at the field level all

across the country, holding a range of technical trainings and field demonstrations. Their

activities include

Field demonstrations on various methods of crop protection, that pose the least hazard for

the environment

Training on new technologies of cultivation, for higher yields and new crops

Training to channel partners (e.g. retailers and agricultural extension workers) and third

parties (e.g. NGO workers)

ACI also has similar education programs for animal and poultry farmers. These include

Technical trainings on diverse aspects of farming, and on application of new technologies

Farmers’ group meeting for sharing of learning and experience

Free visits to farms by veterinarians, to identify problems and give advices to individual

farmers

Outcomes

The farmers are mostly illiterate having learnt the art and science of farming by assisting their

family on the fields. Our continuous endeavors to educate farmers have given significant benefits

on three fronts:

Raising the level of awareness among farmers on improving their agricultural output

through application of new technology, encouraging them to share experiences with

neighboring farmers and, in the long run, developing educated farmers.

Raising the educational level and technical knowledge of channel partners and third

parties who act as advisors to the farmers.

Most importantly, making the farmers aware of ways to protect the environment from

hazardous uses of chemicals on their farms, allowing them the opportunity for informed

decision-making.

ACI hopes to continue to play a leading role in promoting greater environmental responsibility

among farmers in Bangladesh.

3.4 Hierarchy Level of Strategy

Functional Level Strategy

The functional level of the organization is the level of the operating divisions and departments.

ACI Limited follows different type in strategies for different department. The strategic issues at

the functional level are related to business processes and the value chain. Functional level

strategies in marketing, finance, operations, human resources, and R&D involve the development

and coordination of resources through which business unit level strategies can be executed

efficiently and effectively.

They adopt flexible manufacturing technologies, upgrade the skills of employees through

training and perform research and development function to design products that are easy

to manufacture.

The products of ACI are more familiar to the customer, so the company tries to innovate

new product and modify the existing product for customer attractiveness.

They continuously innovate products, promotional activities, packaging and distribution.

This way they can respond quickly to customer demands.

Functional units of an organization are involved in higher level strategies by providing input into

the business unit level and corporate level strategy, such as providing information on resources

and capabilities on which the higher level strategies can be based. Once the higher-level strategy

is developed, the functional units translate it into discrete action-plans that each department or

division must accomplish for the strategy to succeed.

Business Level Strategy

ACI is the popular manufacturer company that has get their success by following different

business strategies. Through the business level strategy the company present a division, product

line, or other profit center that can be planned independently from the other business units of the

firm. At the business unit level, the strategic issues are less about the coordination of operating

units and more about developing and sustaining a competitive advantage for the goods and

services that are produced. At the business level, the strategy formulation phase deals with:

ACI always determine their positioning in the business against rivals

Anticipating changes in demand and technologies and adjusting the strategy to

accommodate them

The company tries to influence the nature of competition through strategic actions such

as vertical integration and through political actions such as lobbying.

Using product features or services

Increase market share by expanding the network Functional Level Strategies

Focus is on efficiency, quality, innovation, and customer responsiveness.

Focus on After Sales Service Human Resource

Corporate Level Strategy

ACI Ltd. always give emphasis on Corporate level strategy that is concerned with the selection

of businesses in which the company should compete and with the development and coordination

of that portfolio of businesses.

ACI carries out the following corporate strategies:

defining the issues that are corporate responsibilities; these might include identifying the

overall goals of the corporation, the types of businesses in which the corporation should

be involved, and the way in which businesses will be integrated and managed.

defining where in the corporation competition is to be localized. Take the case of

insurance: In the mid-1990's, Aetna as a corporation was clearly identified with its

commercial and property casualty insurance products. The conglomerate Textron was

not. For Textron, competition in the insurance markets took place specifically at the

business unit level, through its subsidiary, Paul Revere.

Global Level Strategies:

ACI Limited is using multidomestic strategies because it expanded its telecom business

under different countries with different name.

Provides different strategies for different countries depend on the people demands

Corporate Level Strategies.

Vertically integrated and concentrated on other field.

They import the raw materials from the places where it is less costly, thus achieve

location economy.

4. Five force analysis

From five force analysis we can know the industry structure and the opportunity and threats. In is

conducted to know about the immediate environment. The competitive structure of ACI Ltd. can

be analyzed using Porter's five forces. This model attempts to analyze the attractiveness of

different products by considering five forces within a market. According to Porter (1980) the

likelihood of firms making profits in a given industry depends on five factors:

1. Bargaining power of buyer

The stronger the power of buyers in an industry the more likely it is that they will be able to

force down prices and reduce the profits of firms that provide the product. For ACI Limited:

The consumer base of different product of different sector is highly disbursed throughout

Bangladesh.

Due to High switching cost the companies can compromise on quality and price

Lack of awareness among customers like pricing, offerings. Etc.

There are a few, big buyers so each one is very important to the firm This leads to low

bargaining power of buyer.

2. Bargaining power of supplier

The stronger the power of suppliers in an industry the more difficult it is for firms within

that sector to make a profit because suppliers can determine the terms and conditions on

which business is conducted. For ACI:

The suppliers do not pose any threat of forward integration

Though steel forms a major inputs, the tractor industry is not most important customer for

steel industry

Many numbers of suppliers are there for tractor industry

Switching cost from one supplier to another is less hence bargaining power of supplier is

less?

3. Threat of Entry

The extent to which barriers to entry exist. The more difficult it is for other firms to enter a

market the more likely it is that existing firms can make relatively high profits. For tractor

industry:

The tractor industry is capital-oriented with intensive technology requirement

Need of a large dealer network

High switching cost

Competitors are very reactive towards new entry

Brand loyalty of existing brands is high in tractor industry, Ex, Mahindra in rural

market

Up to extent the existing companies have control over the suppliers

High startup capital is required Hence the barriers to entry are high. These barriers are

however moderated by 100% FDI policy

4. Threat of substitute

This measures the ease with which buyers can switch to another product that does the same

thin. The ease of switching depends on what costs would be involved and how similar

customers perceive the alternatives to be. For tractor industry:

There are no credible substitutes to the tractors

The only option available is bull-plough

Power-tellers very low power of substitute hence there is low threat of substitute for

tractor.

5. Rivalry

This measures the degree of competition between existing firms. The higher the degree of

rivalry the more difficult it is for existing firms to generate high profits. For tractor industry:

The rivalry is extremely high owing to the consolidation that the industry is witnessing

Entry of foreign players

Continuous technological innovation

Less merger and acquisition of tractor industry increases rivalries

Opening of world market hence there is high degree of industry rivalry.

5. External Environment

5.1 PEST ANALYSIS

A PEST analysis is used to identify the external forces affecting ACI Limited .This is a analysis

of ACI’s Political, Economical, Social and Technological environment. A PEST analysis

incorporating legal and environmental factors is called a PESTLE analysis.

POLITICAL

The first element of a PEST analysis is a study of political factors. Political factors influence

organizations in many ways. Political factors can create advantages and opportunities

for organizations. Conversely they can place obligations and duties on organizations. Political

factors include the following types of instrument:- Legislation such as the minimum wage or anti

discrimination laws.- Voluntary codes and practices- Market regulations- Trade agreements,

tariffs or restrictions- Tax levies and tax breaks- Type of government regime e.g. communist,

democratic, dictatorship Non conformance with legislative obligations can lead to sanctions such

as fines, adverse publicity and imprisonment. Ineffective voluntary codes and practices will often

lead to governments introducing legislation to regulate the activities covered by the codes and

practices.

ECONOMICAL

The second element of a PEST analysis involves a study of economic factors. All businesses are

affected by national and global economic factors. National and global interest rate and fiscal

policy will be set around economic conditions. The climate of the economy dictates how

consumers, suppliers and other organizational stakeholders such as suppliers and creditors

behave within society. An economy undergoing recession will have high unemployment, low

spending power and low stakeholder confidence. Conversely a “booming” or growing economy

will have low unemployment, high spending power and high stakeholder confidence. A

successful organization will respond to economic conditions and stakeholder behavior. A truly

global player has to be aware of economic conditions across all borders and needs to ensure that

it employs strategies that protect and promote its business through economic conditions

throughout the world.

SOCIAL

The third aspect of PEST focuses its attention on forces within society such as family, friends,

colleagues, neighbors’ and the media. Social forces affect our attitudes, interest s and opinions.

These forces shape who we are as people, the way we behave and ultimately what we purchase.

For example within the UK people’s attitudes are changing towards their diet and health. As a

result the UK is seeing an increase in the number of people joining fitness clubs and a massive

growth for the demand of organic food. Products such as Wit Fit attempt to deal with society’s

concern, about children’s lack of exercise. Population changes also have a direct impact on

organizations. Changes in the structure of a population will affect the supply and demand of

goods and services within an economy. Falling birth rates will result in decreased demand and

greater competition as the number of consumers fall. Conversely an increase in the global

population and world food shortage predictions are currently leading to calls for greater

investment in food production. Due to food shortages African countries such as Uganda are now

reconsidering their rejection of genetically modified foods.

TECHNOLOGICAL

Unsurprisingly the fourth element of PEST is technology, as you are probably aware

technological advances have greatly changed the manner in which businesses operate.

Organizations use technology in many ways, they have1. Technology infrastructure such as the

internet and other information exchange systems including telephone2. Technology systems

incorporating a multitude of software which help them manage their business.3. Technology

hardware such as mobile phones, Blackberries, laptops, desktops, Bluetooth devices,

photocopiers and fax machines which transmit and record information. Technology has created a

society which expects instant results. This technological revolution has increased the rate at

which information is exchanged between stakeholders. A faster exchange of information can

benefit businesses as they are able to react quickly to changes within their operating

environment. However an ability to react quickly also creates extra pressure as businesses are

expected to deliver on their promises within ever decreasing timescales. For example the Internet

is having a profound impact on the marketing mix strategy of organizations.

6. Internal Environment

Value Chain Analysis

ACI Inbound and Outbound LogisticsACI logistics is another of the company’s new and highly ambitious but unrelated businesses.

ACI logistics is in the business of owning and operating neighborhood retail stores. It would be competing with

two other successful local retail chains in the urban areas, namely Agora and Nandon, each with

about 30 stores. These chains are targeted at affluent urban centers and are limited to the two major cities in the

country. Although the concept is new in the country, these two and other smaller chains have gained a

foothold as suppliers of standard, higher quality grocery and other food products at a clean

environment and fixed price. However, the target market of high middle class consumers is small with a

limited growth. ACI states that it has a separate clientele in mind for its chain “Swapno”, namely the

middle class who aspires for the same services but are not willing to pay high prices. Consequently, Swapno

has targeted less affluent neighborhoods with low-rent smaller stores. ACI management correctly points out that in

the grocery market; there exists huge supply chain inefficiency. There is a large gap between the price received by

the grower and the price paid by the end-buyer. Also, significant improvements can be made by standardizing the

farming, contracting, and procurement and transportation practices. While that part is true, ACI’s plans to

capture the retail grocery market are surprisingly unrealistic

Supportive ActivitiesHuman Resource Management

ACI HR works with a vision for creating a work-environment to foster creativity, innovation and

productivity for achieving business excellence through dynamic and dedicated people. Human

Resources are the most important asset of the organization. We identify the training needs and

provide trainings accordingly to develop the knowledge and skills of our human resources.

Thought Leadership and Team Building meetings are conducted on a regular basis. We provide

an enabling working environment to unleash the full potential of the employees and a

performance based career progression. We have a value based culture where dignity of the

individual is the highest priority. We believe in empowerment and delegation. We organize

different social events like Family Day, Cricket Tournament, and Badminton Tournament etc

with an objective to strengthen the bondage among the employees. We practice modern HR

Policies and procedures for Recruitment & Selection, Manpower Planning and succession

planning. We use a combination of qualitative aspects and Balanced Score Card for performance

appraisal. We have attractive policies regarding car loan, gratuity, provident fund and

hospitalization. We offer performance bonus, leave fare assistance, festival bonus and workers

profit participation fund during different times within a year. ACI is a place to learn, grow and

contribute for improving the quality of life of people.

Finance and Planning

ACI Finance and Planning function is the nerve centre of the conglomerate. Being the nature of

the structure, ACI Finance and Planning plays the centralized role in all kinds of financial and

accounting services. Meaning it handles financial and accounting matters of not only ACI

Limited but also of all of its subsidiaries supporting the mission and vision of the Group. The

major areas of its activities include:

Commercial Department

Commercial Department of ACI is one of the most vital functional departments of the Company

which deals with the supply chain activities of ACI. In order to keep all the businesses running

flawlessly, the dedicated and hard working employees of this department maintain a good liaison

with the customers, both national and international. The Commercial Department is consistently

achieving the best prices for the products that we purchase, ensuring enormous amount of cost

savings for the company. It offers invincible professionalism and expertise in the entire

commercial activities of ACI.

MIS Department

MIS department of ACI ensures the overall IT related supports for the company. This department

manages a smooth operation of software's, hardware trouble shooting and business databases

related to sales and inventory. The MIS department consists of knowledgeable and skilled

programmers and software developers. MIS provides customized report and data analysis to the

management to facilitate effective decision making

Training

Training activities of ACI is focused on transforming its human capital to achieve business

excellence by increasing the bandwidth of ACI workforce. To win present and future challenges

we identify knowledge and skill sets that are pivotal factors and we design a variety of programs

so that achieving such success by using creativity, agility, flexibility, skill diversity and IT

technology becomes a custom. We scan external environment for comparing industry practices,

benchmark best practices and implement competency management programs to offer outstanding

services to our valued customers. Enormous and spontaneous shared efforts are made with the

strategic intent of achieving excellence in delivering customized services to meet the ever

changing development needs of the human resources.

Strategy Evaluation

Now as against the objectives, if we go through all the strategies being mentioned earlier, then

we can see that all strategies are true reflection of the objectives being targeted by ACI Limited.

As an objective of consumer connectivity, responsive supply chain getting on line computer

network with suppliers and more stronger R&D department and the objective of cost efficiency

is supported by the vertical diversification in an sense that how they are outsourcing production

and going for sub contracting with their suppliers and having more responsive and cost effective

supply chain and to achieve growth more focused strategy in case of reduction of brands, etc. So

these strategies are true measures to achieve those objectives.

1. Suitability

2. Acceptability

3. Feasibility

Suitability

Suitability is a broad assessment of whether the strategy addresses the circumstances in which

the organization is operating. For example, the extent to which the strategy would fit with the

future trends / changes in the environment or how the strategy might exploit the core

competencies of the organization. Now if we evaluate the strategy of Uniliver Limited on these

factors that whether the strategies fit with its existing circumstances would able to compete with

the future trends like the strategy of cost reduction and focused brands and outsourcing

production and consumer connectivity and more responsive value chain.

Acceptability

Acceptability of strategy is concerned with the expected performance outcomes such as the

returns and risk if the strategies are implemented and the extent to which it would be in line with

the expectations of the stakeholders. In case of returns, it’s pretty much assured that returns

would definitely be enhanced when the cost would decrease and strategies would result in better

quality products. But the elements of risk are there which could be quite significant in the case of

subcontracting, whether the suppliers would be able to meet the quality standards or not.

Feasibility

Feasibility is concerned with whether the strategy could be made to work in practice or not. And

it’s more concerned with the assessment of practicalities of resourcing and strategic capabilities

i.e. quantitative assessment, which is beyond the scope of this report, so, as an overview, all

strategies seems feasible and some of them has already been implemented as well like the

reduction in brands etc.

8. Competition

8.1 Competitor profiling

The strategic rationale of competitor profiling is powerfully simple.

Superior knowl edge o f r i va l s o f f e r s a l e g i t i ma t e sou rc e o f com pe t i t i ve

advan t age . The r aw material of competitive advantage consists of offering

superior customer value in the firm’s chosen market. The definitive characteristic of

customer value is the adjective, supe r io r . Cus tome r va lue i s de f ined r e l a t i ve

t o r i va l o f f e r i ngs mak i ng com pe t i t o r   knowledge an intrinsic component of corporate

strategy. Profiling facilitates this strategic objective in three important ways. First,

profiling can reveal strategic weaknesses in rivals that the firm may exploit. Second, the

proactive stance of competitor profiling will allow the firm to anticipate the strategic

response of their rivals to the firm’s planned strategies, the strategies of other competing

firms, and changes in the environment. Third, this proactive knowledge will give the firms

strategic agility. Offensive strategy can be implemented more quickly in order to

exploit opportunities and capitalize on strengths. Similarly, defensive strategy can be

employed more deftly in order to counter the threat of rival firms from exploiting the firm’s own

weaknesses.

8.2 COMPETITOR ANALYSIS

Competitor analysis in marketing and management is an assessment of the strengths and

weaknesses of current and potential competitors. This analysis provides both an offensive and

defensive strategic context through which to identify opportunities and th r ea t s .

Compe t i t o r p ro f i l i ng coa l e sc es a l l o f t he r e l evan t s ou r ces o f

com pe t i t o r   analysis into one framework in the support of efficient and effective strategy

formulation, implementation, monitoring and adjustment. Competitor analysis is an

essential part of corporate strategy. It is argued that most firms do not conduct this

type of analysis systematically enough. Instead, many enterprises operate on what is

called “informal impressions, conjectures, and intuition gained through the tidbits

of information about competitors every manager continually13

 

8.3 Core Competencies

There are many ACI products that exist in the Bangladesh and overseas market. Among this product some

product achieves the better position for quality product.

The Savlon antiseptic cream that take the greater position in the whole market in

Bangladesh. There are no alternative and competitor of this product.

ACI aerosol and aci coal are also attractive to the customer for better quality and

reasonable price.

The agribusiness department is the height profitable sector of ACI for its good seed,

tractor other machineries.

9. SWOT Analysis

Strengths

ACI has been able maintain its growth above the market growth

Market category of ACI is A

ACI is the first company in Bangladesh to obtain certification of Quality Management

System in 1995.

The marketing team of ACI is very efficient and effective

Visionary and proficient leadership.

Dedicated employees.

Efficient materials management system.

Appropriate organizational structure.

Effective control system.

Appropriate management style.

Weaknesses

ROE is decreased in 2004 than the previous year.

Rigid credit policy.

Capitals are borrowed from bank.

Opportunities

High potentiality in export sector

Bargaining power of suppliers and buyers is low

Increasing demand of modern technology in terms of cultivation for Agribusiness.

Large market size.

Large size of target customer.

Opportunity of entering new related business.

Low entry barriers.

Threats

The industry is highly competitive

Export may be reduced if world economy is affected

Increase in domestic competitors.

Changes in economic factors.

Increase in regional competition.

Rise of substitute products.

Increase in industry rivalry.

9. Conclusion:The flourishment of any organization requires combined efforts and co-operation from several

parties. Social, political and macroeconomic environment play pivotal role in this regard. But

taking human resource division the company’s betterment purpose the report surely suggest

about structuring it’s employee management tactics for optimizing cost, improving performance

of its work force. The framework of business laws and legal procedures should facilitate in

managing employee performance in a timely and cost effective manner. In Bangladesh, the

establishment of a market driven private system is linked to achieving higher employment,

increased productivity, more efficient use of resources and more rapid economic growth. But the

ACI Limited still faces extreme challenges competing with other multinational companies. ACI

Agribusiness is contributing the country and serving the nation in different ways. If it can up

hold it’s much toward advancement, it will be able to set a role model in our country as a leading

company.

11. Recommendation

Develop an integrated strategic management framework to actualize the organization’s

mission, vision and goals.

Identify strategic priorities and initiatives to achieve the goals.

Focus attention across functional divisions and organizational levels on common themes

and goals aligning everyone in the organization with the desired results.

Identify Key Performance Indicators (KPI) and metrics to monitor progress and

performance across the organization toward achieving the desired results.

Align resources with strategic priorities and budget for results.

Use data to support planning, budgeting and decision-making and revise strategies as

needed.

Monitor the internal and external environments through ongoing environmental scanning

and analysis of trends.

Develop and implement a performance manage system in order to assess progress in

achieving organizational goals and improve organizational effectiveness.

Indentify and implement enterprise business intelligence system consistent with the

organization’s information technology applications.

Manage for results.

Reference

www. aci -bd.com www.google.com