ACI Logistics Limited- campaign analysis & effectiveness

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 Limited. 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 53 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, and ups and down. Being a Retail Chain store, all through the year there are continuation of several campaigns in Shwapno. The most effective ones are the Discount Campaigns. From historical statistical graphs & charts, Discount campaigns are the one responsible for the highest amount of footfall generation. The report descriptively discusses the campaign analysis procedure , which are been followed and implemented by the analytics department of the ACI Logistics Limited and the effectiveness of these analytical procedures. At the end of the report , a procedure for a better analytical system has recommended with the approval of the Manager of Business Analytics Department Of ACI Logistics Ltd.