A comprehensive study on sales operation management of Singer Bangladesh Limited

Abstract

Singer Bangladesh Ltd is one of the oldest multinational companies of our country. The presence of the company dates back to the British colonial era when the country was a part of the Indian sub continent. The first operation of Singer Bangladesh Ltd began in 1905. At the beginning, sewing machine was the core product of the company. After that Singer has introduced, Refrigerators, LCD/LED TV, Televisions, Air Conditioners, Fans, Washing Machines, Irons, Microwave Ovens, Rice Cookers, Motor Cycles, Room heaters, Air coolers, Singer Furniture and Kitchen Appliances as a part of its diversification program, ventured into manufacturing and marketing of Furniture in 2013. With these wide ranges of product diversification Singer, have established 379 retail outlets and 417 dealers located in different areas of our country to ensure countrywide business. Along with this, the company has their own three factories where they manufacture and assemble different models of Televisions, Air Conditioner, Furniture etc. And a Joint venture with International Appliances Ltd which has one factory as well. Singer Bangladesh opened a new refrigerator plant at Savar in Dhaka, The factory is part of International Appliances Ltd, in which majority is owned by Singer, in a joint venture with a large international home appliance manufacturer based in China. The company operates their sales mainly by sourcing, production and warehousing. This sourcing is done from the sales department, which includes three channels called Retail, Wholesale and Corporate. All three channels give their yearly demand based on previous year’s sales record. Basically the forecasts are done from this sourcing. From product sourcing to warehousing, the whole process where product sourcing, production, warehousing and distribution is operated successfully is the main Sales operation management process. And also the E-Commerce operation process that Singer has started back in 2016, the process, how it runs from ordering online to delivering the product to the customers hand, I have tried to bring out in my report within my scope.