Team: 01

Fair Distribution Ltd (FDL)

MGT 351 SEC: 07

Amina Binte Zainal

1411998630
Abdullah Al Mahmud
1410226030
Abdur Razzak
1330371030
Al Nasif Ahmed
1130146530
Al Mahmud Kafi
1120230030
 Aqib Hossain
1310262630

Fair Distribution Ltd (FDL)

Introduction

Fair group, with its strong network and dynamic business strategy is now one of the best
business conglomerates in Bangladesh which started its journey on the vast path of business
in 2008 and at that time it was the distributor of OLITALIA in Bangladesh.

In recent years Fair invested a core amount in distributing mobile devices and as a part of this
investment, fair took over the responsibility to distribute Samsung, a world famous brand in
all over Bangladesh. Fair became the national distributor of Samsung on May 2014. After
passage of just one year of becoming the distributor, fair was awarded contract logistic
business of Samsung LFD and DVM. Fair is now dedicated to the highest standard of
achievement in business with the help of distribution expertise and aggressive expansion
strategy. Fair strives exceed the customer expectation and provide its customer with the best
possible of service.

Fair is now planning for further expansions in different project and few of those are already
in the pipeline. Few foreign investors have also shown interest in establishing a joint venture
with Fair distribution and Fair distribution is now actively considering the proposal of those
foreign investors. Hopefully Fairs decision regarding joint venture will end up with an
expansion of Fair distribution and thus it will also take part in the economic growth of
Bangladesh as well.

Mission

Being ethical in business practice and adding most possible value to the stakeholders is the
mission of Fair distribution limited and it also aims at achieving the position of most
appreciated and trusted partner of choice. Fair is targeting to have an excellent footprint in
everything Fair does.

In short, Fair is trying to establish the logical appeal of the name (Fair) in every single task
which means being fair to everything and achieving trust worthiness from each and everyone.

Vision

Being a billion dollar company by 2020 is the vision of Fair Distribution limited.
 Goal and objective

Becoming a Billion dollar company

Fair is running its business with a smart goal which has clarity, measurably, and achievability.
Without the presence of any of this quality, a goal cannot be treated as a smart one and Fairs
Goal which is becoming a billion dollar company by 2020 has all the tree qualities.

As this goal is very much specific, it has clarity. The goal is measurable which means there
are ways to measure the goal and there fast expansion points towards the possibility of
achieving the goal. At last, most importantly, Fairs goal regarding becoming a billion dollar
company is a realistic one as well.

Profitability

All businesses run operations for achieving profitability and like others Fairs goal is also to
attain profitability by expansion and limiting expenses.

Customer Service

Fair is not ready to compromise with the best possible customer service and fair strongly
believes in serving best customer service and adding highest possible value to each and every
stake holders.

Efficiency
Fair distribution limited aims at becoming the most efficient Business organization in the era
of Distributorship and in most of the cases Fair distribution limited has the highest efficiency
in its business.

Growth

Fair believes in its own business growth and at the same time it wants to take part in overall
economic growth of Bangladesh and for getting the best result of this goal Fair distribution
limited is actively considering the proposals foreign investor for joint venture

Major products

Fair distribution limited doesnt have its own product but it is the distributor of-

1 Brand name- Samsung

Products under Samsung

Samsung smart phones

Samsung watches

Samsung fridge

Samsung audio/video

Samsung television

Samsung washing machine

Samsung microwaves

Samsung printers

Samsung monitors
Organogram:
Fair Distribution Limited is structured in the following hierarchical manner:

Cheif Human
Resource
Officer
(CHRO)

Human
Resource
Manager
(HRM)

Assistant
Payroll Recruiter HR operation
Manager

Executive 4
Executive 1 Executive 2 Executive 3 Executive 5 Executive 6 Executive 7

Figure 1: Organogram of Fair Distribution LTD. (FDL)

Recruitment Process:
Recruitment is a process of attracting pool of suitable applications for a
vacant position. Fair Distribution LTD. maintains a standard in their
recruitment process. In the organization, both internal and external
candidates can e selected for the recruitment process.

Creating Job profile:

Fair distribution limited conducts job analysis to find out about the job
vacancy. Once job analysis is done, the HR people develop a job
description according to the vacant position. Job description includes
information about the roles, duties and responsibilities regarding the
vacant position, what is expected from the job, and how the job is going to
contribute the organization. After developing job profile, FDL
communicates the job profile to various external and internal recruitment
sources.

External sources of Recruitment:

Fair distribution limited is recruiting mostly from external sources as they

are now expanding their field. They have a box in their office for
recruitment where suitable applicants can come and drop their CV in that
box as well as know the responsibilities and office environment.

Organizational Website:

Recruiting via internet is used by FDL. Candidates are encouraged to view

the company website where they can get detailed information about the
recruitment process, fill out their application forms and submit their CVs
online.

Internal sources of recruitment:

Although they barely recruit from internal source, they still do so for
higher managerial position as recruitment through internal sources for
higher managerial position is beneficial for them. The employees who
possess the required skill set and qualifications for taking up the vacant
position are encouraged t apply for the job. They also focus more on the
persons experience and knowledge about that particular job. However,
two main things are considered here like what position the referred person
in applying and his qualification aligned with the job.

Selection Process:
Selection policies at FDL are much formatted. They prepare the policies
according to their need so that they can meet their needed requirements.
The selection process at FDL differs from department to department. They
know that departments requirement vary from one to another. So to get
the right eligible candidates, they have different method or recruiting and
selecting candidates. The process starts with the screening of CVs and
ends with the selection of employees.
Preliminary Screening of Applications:

The number of applications normally received against any vacancy is

usually a lot. This makes it challenging task to select the right person from
this huge pool. Moreover, conducting tests and interviews for all the
candidates may not always feasible and cost efficient. To obviate such
problems, FDL screens out candidates who dont meet the criteria for a
particular position before going ahead with the selection process. FDL,
before going for the selection process, develops their own standard or
potentials attributes for the vacant roles and thus screen the applications.

Primary Interview:

After the screening of the CVs, FDL arranges primary interview for the
candidates. Interviews are basically aim at giving information to the
candidates about the role, judging the candidates through various
conversations. Finally they shortlist few candidates for the next step. Most
of the interviews are structured interview. They take interview thrice
overall. After the first interview, selected candidates are then called for
another interview with the HR head officer where they are being tested
and asked about different situational problems and their possible solutions
in a smart way. They shortlist the final candidates from there and then
again call for final interview with the Chief Human resource officer where
he reassures the candidates motives, commitment, willingness and
positive attitude towards the role.

Job Offer:

After selection of these candidates, FDL offers the job to that employee.
Then the employment contract and other procedures are supposed to be
completed. They give the employees the overview of the company and
inside histories to connect more with the organization and to help the
company to grow.

TRAINING & DEVELOPMENT

Training involves employees acquiring knowledge and learning skills that they will be able to
use immediately and employee development involves learning that will aid the organization
and employee later in the employees career. Fair Distribution Ltd trains both new employees
and old employees. But this training method and ways differ according to the position of the
both types of employees.

Fair Distribution Ltd has two types of training:

Open Discussion
Field training
Open Discussion
In open discussion FDL trains their employees on the basis of their job and position. It is
mainly for the new comers but sometimes it is also applied for their old employees when
needed. Here employees learn how to do day-to-day work and also solve their problems. Also
when FDL need to teach their employees new thing they call up an open discussion.

Field Training
Here FDL train up their employees by sending them in many parts of the country. By this the
employees can understand and learn the actual scenario of the market. Recently FDL send
some of their employees to Coxs Bazar for the out bound training on sales.

Fair Distribution Ltd also develops their both old and new employees. And this development
method also differs according to the position of new comers and old employees. But FDLs
priority is on training rather than development. Recently they are recruiting a large number of
employees with initial training because of they are starting a new factory in Gazipur where
Samsung mobile will be assembled.

COMPENSATION & BENEFIT

Fair Distribution Limited is concentrating on competitive compensation package for its all
level of employees to ensure to retain and motivates its employees. To gain competitive
advantage it has conducted salary survey. It is highly encourage performing its employees.
Promotion and salary increment will obviously depend on the performance of the employee
in a fiscal year. Other allowances will be provided based on the organizational hierarchy. FDL
provides all types of mobile expense for their employees and laptop depending on their work.
FDL also give a special benefits which is employees can buy Samsung mobile with
installment pay service.

Basic Salary
Basic Salary is the salary, which is paid by the company to the employees for work
performed. That means basic salary is provided to the employees based on the individual
skills and knowledge.

Annual Bonus
FDLs provide two annual bonuses in the two Eid Festival, which is half of their basic salary
for every employee.

Provident fund
It is a special retirement saving by the employer which allows an employee to save certain
percentage every month. Employee of FDL saves 5% of their basic salary.

Gratuity
It is a onetime lump-sum payment given to the employees on the last day of their
employment. In FDLs system of gratuity is, if he/she become eligible at least work/service 5
year then get gratuity after leaving or retirement from Fair Distribution ltd, if he/she quite 5
year of work/service he/she is not entitled to gratuity.

Food Service
Fair distribution ltd provides launch and breakfast for their every employee for free. It is a
major benefit for their employees.

Swot analysis

Fair distribution limited is serving people as the distributor of Samsung and other few
companies and during its starting of successful business life, we have decided to analyze it
strength, weakness, opportunities and probable threads it may face in future.

Strength- Aiming to be a billion dollar company, Fair distribution limited is running its
business by facilitate with so many strengths. Its main strength is the flow of investments and
frequently changing demand for product by the customer and as it is not a production based
business organization; it does not have the risk of loss associated with investment in
production. As it just sells for others, few criteria are enough to prove its strengths in which
the company has already been proved successful.

Weakness- Like each and every business organization, Fair distribution is also messed up by
some weakness. As its supply depends on foreign companies, the weaknesses of those foreign
companies become the weakness for Fair Distribution too. So anything effecting the
reputation of those foreign companies, also effect the reputation of Fair trade too. There are
some other criteria too in which it has weakness. Those criteria are shown in a chart.

Opportunities-In case of opportunities, Fair has the lucky charm and which is why Fair
dares to be a billion dollar company. Possessing such kind of aim is the result of having so
many opportunities. More over Fair aims at merging with few foreign companies newly and
it will surely open the door of vast opportunities.

Threads- As all business operation of Fair distribution is within Bangladesh, The political
instability and economic hazards can be proved as threads for Fair. Destruction in currency,
usual inflations, economic insolvency, political factors, poor rate of GDP are some of the
current threads for fair.
Here is the list of all probable and current criteria of swot analysis for Fair Distribution
Limited

Strategic Human Resource Management of Fair

Distribution (FDL)

Fair Distribution Ltd. (FDL) is the authorized national distributor of

SAMSUNG Mobile in Bangladesh. They introduce SAMSUNG Mobile devices to
the people who like to use fashionable, smart and elite class device. This is
reflected in its attitude and its sense of responsibility towards people. FDL aims
to increase sales and profits but, at the same time, to raise the standard of living
everywhere it is active and the quality of life for everyone. FDL is also convinced
that it is the people who form the strength of the Company and that nothing can
be achieved without their commitment and their energy, which makes people its
most important asset. Involvement of people at all levels starts with appropriate
information on the Companys activities and on the specific aspects of their work.
Through open communication and active co-operation, everyone is invited to
contribute to improvements enhancing Company results and personal
development. Therefore, we can conclude that the models that FDL follows are:

- High Performance,

- High Involvement &

- High Commitment.

Spirit of Fair Distribution Ltd. (FDL):

The top priority is being given to the slogan that All for the better with Moped
The key drivers to success are considered as people.

Corporate Level Strategies of Fair Distribution

Ltd. (FDL):
Products growth through innovation and renovation (while maintaining a
balance in geographic activities and product lines).
Taking the challenge of meeting today's dynamic changing needs, Fair
Distribution along with Samsung gave birth to a highly service - oriented
environment which assures you of a unique service and experience in
customer care.
Long-term potential
Build business based on sound human values and principles.
Business should be conducted by adhering to the values and management
principles of the organization

Business Level Strategies:

Follows fewer price low cost for transparency.

Differentiation- for reducing the supply chain risk of complexity and

attractiveness of people towards discounters is low.

COMPETITIVE ADVANTAGE

Research and development (R&D),

Its product range
Above 400 sales forces working throughout the country that are catering
above 7000 retails with close to One Million Customers.
Providing highly service - oriented environment which assures you of a
unique service and experience in customer care.

ALIGNMENT OF BUSINESS STRATEGIES AND HR

PRACTICES
FDL is a company whose HR strategies or practices are developed by keeping in
mind the Business objectives of the company and the strategies devised to run
the business. The HR strategies are always in alignment with the business goals.
FDL is unique in the sense that it has been able to successfully inculcate its
business objective as well as its core values, consistently in its employees day-
to-day activities starting from recruitment till continuous performance appraisals.

Products Growth through innovation and

renovation
To increase the product growth i.e. productivity human resource strategies are
adopted such as flexible, dynamic employees are attracted, selected and then
trained and motivated to be more productive than the competition.

Diversity
FDL is the national distributor of world famous brand Samsung in Bangladesh
since 2014. Within one year of Business FDL has become the largest Mobile
Device Distributor in Bangladesh with its strong Distribution Network and a
Motivational Sales Team. Prior to FDL Samsung used to Sell BDT 300 Million per
Month and within One Year of Successful Business Operations FDL has raised it to
BDT 1000 Million per Month. Currently we have 75 countrywide motivated
distributors. We have above 400 sales forces working throughout the country
that are catering above 7000 Retails with close to One Million Customers. Taking
the challenge of meeting today's dynamic changing needs, Fair Distribution
along with Samsung gave birth to a highly service - oriented environment which
assures you of a unique service and experience in customer care.

Its policy to provide an environment where respect is shown to all individual

employees and where employees are valued, recognized and rewarded on the
basis of their talent and their contribution rather than any consideration of age,
gender, race, sexuality, religion or disability. As an organization, FDL is opposed
to any form of unfair discrimination and believe that an inclusive approach will
be of maximum benefit to all our employees as well as our wider business goals
and the society in which we live. This ethos can be summed up in the following
statement:

We believe that to succeed we must recruit and retain talented individuals and
value and respect the differences each of those individuals brings with them.

In addition, we have a strong ongoing commitment to developing policies,

procedures and practices that will actively promote equality of opportunity and optimize
the abilities of our workforce. Decisions relating to the recruitment, employment,
training, progression, assessment and retention of our people will always be
supported by these principles of equality of opportunity.
Differentiation

HR strategies are aligned and used to success in differentiation strategies of

FDL. To support differentiation, HR strategies which are specified below are used:

Long term performance measures are performed. At long term business

development, FDL does not have short term profit favor.

HR strategies are based on employees training with environment change

and latest innovations updating.

Fair and equal pay practices are followed by FDL. To promote rewards,
pay structure and incentives of FDL system is designed.

Recruitment process is based on recruitment and hiring of people who

have new ideas

In organization by employee participation and career development

continuity broad career paths are available.

Recommendations
If they want to improve their performance they should more concern or focus on
following this.

1. Make it a priority: Devote resources to channel management preferably at least one

dedicated manager whose sole responsibility is to manage those relationships and build the
marketing programs to drive revenue through the channel.

2. Develop measurements and track performance: Know who your best sales performers
are at each point in the channel. By tracking orders, volume and total revenue at each point,
you can identify and improve underperforming partners and keep your top performers happy.

3. Communicate: Build relationships at each step of your channel. If youre not talking with
your partners, how can you identify problems and solve them? And how will you know
whether your programs are working and how to make them better?

4. Drive revenue through the channel: Take ownership of the marketing campaigns that
will drive revenue at all levels through the channel. Your partners have to focus on building
their own customer base, not marketing just your product (remember that youre not the only
solution they offer).

5. Avoid pricing conflicts: Establish a pricing strategy and stick to it. If channel conflict
arises because of price, attempt to resolve it ASAP.

6. Address conflicts swiftly: Since distrust and channel conflict is common, its important to
address problems quickly to find a solution.
 Conclusion
FDL is one of the fastest growing Business Conglomerate in Bangladesh with its
strong network and dynamic business strategy. To be the most appreciated and
trusted partner of choice through leaving excellent footprints in everything they
do, following ethical business practices and adding value to the stakeholders.
They are dedicated to the highest standards of achievement in all areas of our
business. They strive to consistently exceed the expectations of our customers.
They exhibit a strong will to win in the marketplace and in every aspect of their
business. The Group has plans for setting up more projects. The projects are
already in pipeline. Foreign investors have shown keen interest in joining with us
for joint ventures. The matter is under our active consideration and will hopefully
soon mature. This will also help the nation's economy growth and will create job
opportunities to various professionals. We will hope that they can achieve their
mission and vision easily.