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  • 8/10/2019 Supply Chain Management of Rahimafrooz


    Supply Chain Management of Rahimafrooz Batteries Limited


    1. INR!"#CI!N

    Asupply chainis a network of facilities and distribution options that performs the functions

    of procurement of materials, transformation of these materials into intermediate and finished

    products, and the distribution of these finished products to customers. Supply chains exist in

    both service and manufacturing organizations, although the complexity of the chain may vary

    greatly from industry to industry and firm to firm. Supply chain management, then, is the

    activemanagement of supply chain activities to maximize customer value and achieve a

    sustainable competitive advantage. It represents a consciouseffort by the supply chain firms

    to develop and run supply chains in the most effective & efficient ways possible. Supply

    chain activities cover everything from product development, sourcing, production, and

    logistics, as well as the information systems needed to coordinate these activities.

    he organizations that make up the supply chain are !linked" together through physical flows

    and information flows. #hysical flows involve the transformation, movement, and storage of

    goods and materials. hey are the most visible piece of the supply chain. $ut %ust as

    important are information flows. Information flows allow the various supply chain partners to

    coordinate their longterm plans, and to control the daytoday flow of goods and material up

    and down the supply chain.

    Supply chain management is typically viewed to lie between fully vertically integrated firms,

    where the entire material flow is owned by a single firm, and those where each channel

    member operates independently. herefore coordination between the various players in the

    chain is key in its effective management. 'ooper and (llram compare supply chainmanagement to a wellbalanced and wellpracticed relay team. Such a team is more

    competitive when each player knows how to be positioned for the handoff. he relationships

    are the strongest between players who directly pass the baton, but the entire team needs to

    make a coordinated effort to win the race.

    1.1 Supply Chain

    All stages involved, directly or indirectly, in fulfilling a customer re)uest are called supply

    chain. It includes manufacturers, suppliers, transporters, warehouses, retailers, and customers.

    *ithin each company, the supply chain includes all functions involved in fulfilling a

    customer re)uest +product development, marketing, operations, distribution, finance,

    customer service. 'ustomer is an integral part of the supply chain. It includes movement of

    products from suppliers to manufacturers to distributors, but also includes movement of

    information, funds, and products in both directions. It is more accurate to use the term

    !supply network" or !supply web".

  • 8/10/2019 Supply Chain Management of Rahimafrooz


    1.$ %lo&s in a Supply Chain

    1.' Supply hain stages






    All stages may not be present in all supply chains. So, Supply chain management is the

    management of flows between and among supply chain stages to maximize total supply chain


    1.* he +oal of a Supply Chain

    1. Maximize overall value created:

    Supply chain value is the difference between what the final product is worth to the customer

    and the effort the supply chain expends in filling the customer0s re)uest. 1alue is correlated to

    supply chain profitability +difference between revenue generated from the customer and the

    overall cost across the supply chain.

    2. Maximize total supply chain profitability:

    Supply chain incurs costs +information, storage, transportation, components, assembly, etc..

    Supply chain profitability is total profit to be shared across all stages of the supply chain.

    Supply chain success should be measured by total supply chain profitability, not profits at an

    individual stage. Sources of supply chain revenue2 the customer Sources of supply chain cost2

    flows of information, products, or funds between stages of the supply chain

    Materials, Information, Invoicing

    Suppliers Manufacturers Dealers Customers

    After-sales service, Order information, funds

  • 8/10/2019 Supply Chain Management of Rahimafrooz


    342 A Schematic of a Supply 'hain

    $.C!M,-N B-C/+R!#N"

    -ahimafrooz is one of the respected and reputed business houses in $angladesh. It has %ust

    crossed 56 years of operation. -ahimafrooz has endured turbulences of the last 56 years and

    has been able to transform itself from a small trading company into a leading diversified

    business house. his is, indeed, a milestone, which -ahimafrooz has achieved with trust,

    support and dedication of all stakeholders, past and present, most importantly, its

    customers. -ahimafrooz began its operation as a trading company in 7859. oday

    -ahimafrooz has diversified in many areas from storage power solution to automotive

    aftermarket to retailing.

    -ahimafrooz operates in three broad domains2 automotive after market, power and energy,

    and retail chain. It sells tyres, batteries, lubricants, emergency power products, diesel as wellas gas generators, lighting products, electrical accessories, solar systems, energy solutions

    using compressed natural gas, and power rectifiers. he 4roup also runs :Agora: the first

    retail chain in $angladesh. he 4roup0s portfolio includes international tyre brands unlop

    and ;enda, and its own brand -< yre. -ahimafrooz is the exclusive franchisee of the full

    range of world0s leading lubricant brand 'astrol in $angladesh.

    hrough -ahimafrooz I#S, =#S and 1oltage Stabiliser, the 'ompany en%oys clear leadership

    of the emergency power products market. he 'ompany brings to $angladesh leading gas

    and diesel generator brands > #ramac as well as /itsubishi. It also markets home and

    industrial lighting products from 4eneral (lectric =SA +4( and electrical accessories from

    ?ager 3rance. -ahimafrooz0s -enewable (nergy division has been providing Solar solutions

    in collaboration with $ritish #etroleum +$#.


  • 8/10/2019 Supply Chain Management of Rahimafrooz


    he 'ompany, in recognition of its solar efforts, received the /c4raw?ill #latt 4lobal

    (nergy Award in @669 and the 4lobal Ashden Award in @66. -ahimafrooz also offers

    comprehensive solution provider for 'B4 refuelling, conversion, conversion centres, and

    maintenance. -ahimafrooz is also endeavouring into tyre retread, besides manufacturing and

    marketing emery cloths and abrasive papers. In a %oint venture, the 4roup has enterprised intothe first ever fibre optical commercial networking backbone in $angladesh in the form of

    /etronet $angladesh Ctd. +/$C.

    -ahimafrooz, in @667, made a breakthrough in the urban lifestyles by launching the first

    retail chain in the country > -gora.Dne of the S$=s of -ahiamfrooz 4roup, -ahimafrooz

    -enewable (nergy Ctd. distributes solar home systems to underdeveloped rural regions of

    $angladesh. 3or that, the company received the-shden -&ardfor Sustainable

    (nergy in @66. he 4roup has strengthened its market leadership at home while reaching

    out to international markets. -anging from automotive after market products, energy and

    power solutions, to a world class retail chain > the committed team at -ahimafrooz is

    determined to ensure best in class )uality standards and living the 4roup0s four core values



    'ustomer elight and



    $e an enterprising 4roup of aka @,666 crore by the year @676 with a diversified business

    portfolio focused on dynamic growth, excellence, innovation, customer delight in enriching

    our world.

    #-LI ,!LIC

    -ahimafrooz as a team are totally committed to customer delight through intelligent effort

    and continuous improvement.


    o be the most admired and trusted organization through excelling in everything-ahimafrooz do, following ethical business practices and adding value to stakeholders.


    Integrity in all their dealings

    (xcellence in everything they do

    otal commitment to customer satisfaction

    hinking ahead and taking new initiatives


    -ahimafrooz foster en environment of learning and reward, taking pride in who they are and

    what they do.
  • 8/10/2019 Supply Chain Management of Rahimafrooz


    !#R C!MM#NI

    -ahimafrooz strongly believes that doing good business means being good corporate citizen.

    he company always takes pride in serving the stakeholders and community in multifaceted


    +lo3al Compat -ahimafrooz is a signatory of the 4lobal 'ompact, a =B initiative that setsstandard on ?uman -ights, Cabor -elations, (nvironmental and (thics.


    2n4ironment Management System (2MS) hey have taken comprehensive measures to

    protect environment, complying not only to local re)uirements but also with ISD 79667.

    Safe "isposal and Reyling of #sed Batteries -ahimafrooz has undertaken a nationwide

    campaign to promote safe battery disposal and recycling of use