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ACI Limited: SHWAPNO lifestyle promotional mix

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dc.contributor.advisor Ullah, G. M. Shafayet Islam, Shahed Ul 2014-09-25T09:47:40Z 2014-09-25T09:47:40Z 2014 2014-09-20
dc.identifier.other ID 10104101
dc.description This internship report is submitted in a partial fulfillment of the requirements for the degree of Bachelor of Business Administration,2014. en_US
dc.description Cataloged from PDF version of Internship report.
dc.description Includes bibliographical references (page 42).
dc.description.abstract ACI group is one of the largest conglomerates in the country with businesses in pharmaceuticals, agriculture, consumer products etc. However, SHWAPNO is a business unit of ACI logistics. SHWAPNO is the largest retail company in Bangladesh currently holding a share of 35% of the retail industry. Inaugurated in 2008, SHWAPNO now has over 46 outlets and 1600 employees spread across the country. SHWAPNO enjoys a higher amount of market share than its competitors such as Agora and Meena bazaar. Agora and Meena Bazar entered this industry earlier mostly because of visionary leadership and innovative strategies employed by the company. Even though Meena Bazaar, Agora hold several advantages over SHWAPNO. None of these companies have been able to emulate the success of SHWAPNO‟s business model and market positioning. SHWAPNO‟s brief history is fraught with challenges, successes, ups and down. The organization structure of SHWAPNO is conventional. One of the advantages SHWAPNO has over its competitors is the procurement department which is responsible for directly sourcing vegetables, meat, fruits and grains directly from wholesale markets. Other participants in the market rely on vendors for fresh produce requirements, which make quality control extremely difficult. The report discovers SHWAPNO‟s strategic marketing to capture market share, its growth of customer base. Moreover, it focuses on the six promotional mixes to judge its marketing strategies. At the end of the report results could be drawn on how the promotional mixes were executed and was it worthy of implementation. Along with this the report discloses the area of improvement in promotional activity of SHWAPNO. en_US
dc.description.statementofresponsibility Shahed Ul Islam
dc.format.extent 42 pages
dc.language.iso en en_US
dc.publisher BRAC University en_US
dc.rights BRAC University Internship reports are protected by copyright. They may be viewed from this source for any purpose, but reproduction or distribution in any format is prohibited without written permission.
dc.subject Business administration en_US
dc.title ACI Limited: SHWAPNO lifestyle promotional mix en_US
dc.type Internship report en_US
dc.contributor.department BRAC Business School, BRAC University B. Business Administration

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