1.

1 Introduction

Baridhara Corporation Ltd. was incorporated as a private limited company on 2003 with a view
to establishing world Class bone China and Porcelain Tableware Industrial Units.

As part of a meticulously planned expansion program of the Group, Baridhara Corporation has
setup this state of the art Ceramic Tableware Plant, Baridhara Corporation Ltd. (BCL) on the
outer edge of Dhaka in 2015. In addition, BCL is equipped with the top-of-the-testing and
Quality Control Laboratory facilities, Decal Plant, Carton-Packaging Plant, Modeling Unit, and
has at its disposal its captive gas-based Power Generation capability, and the best effluent
discharge mechanisms in place. The Company is also an ISO certified Company.

Since Commencement of the commercial production at the end of business, Baridhara

Corporation has successfully developed a substantial export market for the top-of-the-line Bone
China and Porcelain Tableware and the customer portfolio now includes world renowned
Tableware companies in the India.

1.2 Ceramics industry overview

The ceramics industry is a growing manufacturing sector in Bangladesh. The industry started
during the late 1950s when the first ceramic industrial plants were established. The industry
mainly produces tableware, sanitary tiles. As of 2011, there were 21 ceramic industrial units
throughout Bangladesh, employing about 500,000 people. In the first nine months of the 2013-
14 fiscal years, Bangladesh exported about US$36 million worth of goods after meeting 80% of
the domestic demand. The main export destinations are the EU, USA and the Middle-East.

As a luxury construction material, the demand of tiles increasing day by day for constructing
modern buildings. You cannot find any building where tiles are not using for construction. The
use of mosaic took the place of tiles. To create exclusive interior of building and defend from
natural calamities tiles is always preferable for all. There are several types of tiles available
making with various materials. Among them ceramics, metal, glass and stone tiles are popular.
Working report on Baridhara Corporation Ltd. 1
It often used for room, kitchen, bathroom, stair and roof also. Tiles protect building from bad
weather and the maintenance cost is less so that use of tiles increasing day by day. But our tiles
companies are unable to fulfill the local demand. For that, a huge numbers of tiles importing
from outside the country every year. There are 14 ceramics factory in Bangladesh. Daily
productivity of those factories is 1 lak 30 thousand square meters. This production is very little
according to demand. So, we import tiles every day in average 29.95% from China, Spain, Italy,
Brazil and other countries. The demand of tiles is high because of the booming of real estate
sector. So, we are depending on importing. To solve this problem we need a large scale
productivity tiles factory.

1.3 Origin of the Report

This report is prepared as per internship requirement of my Business Administration (BBA)
program of Independent University, Bangladesh (IUB). I worked 3 Months in Baridhara
Corporation Ltd. In three months I have through various official & marketing activities. This
report is a brief overview of those daily activities; I have done during the internship period.

1.4 Objective of the study

Any course of study has a great value when it has practical application in real life. Only a lot of
theoretical knowledge will be a little important unless it is applicable in practical life. So we
need proper application of our knowledge to get some benefit from our theoretical knowledge
to make it more successful. This is why internship program is a prerequisite for acquiring BBA
Degree in my University. The entire BBA program is divided into 124 credits .The internship
program is executed in the last semester and it has got the same weight as other semester in
the evaluation process. As the classroom discussion alone cannot make a student perfect in
handling the real business situation. Therefore it is an opportunity for the students to know
about real life situation through this internship program.

Working report on Baridhara Corporation Ltd. 2

Here as a student on BBA in Marketing (major), I choose direct sales of ceramics tiles..Focusing
the light and considering the every pros and cons on available statistical data it has been
apparently accepted that Baridhara corporation ltd. Continued to register its steady progress in
the field of services sector. Their monthly production is 2 lack pieces which is produce by high
technical experienced person.

I believe that the analysis, finding and recommendations will be helpful for the organization to
effectively utilize the benefit of operation management manufacturer product.

1.5 Specific objective

Objective means the purpose of this report. The objectives of this report are as follows:

To know detail about Ceramics tiles sector.

To get idea about shipping procedure.

To compare between class room learning and practical learning.

To mark a comment over the whole Internship Report.
To study the present market composition for the Bangladeshi Ceramics tiles product
about Market diversification.
To know about behavioral theory practice in Ceramics tiles industry.
To identify the additional services that the existing companies are going to avail.
To find out the current scenario of backward supply chain status of Baridhara
corporation ltd.

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1.6 Limitations of the study

Limitation refers the obstacles I have to face for completing this report and what I could not
cover for this limitation.

Time constraint.

Short time visit in different work stations.

Lack of organizing chain of command.

Lack of instruction book, and any change. They are following traditional business.

Personal barriers like inability to understand some official terms; office decorum etc.
created a few problems for me.
Due to high employee turnover rate and lack of good reporting practices in the factory,
problems with collecting data have been faced.
Website is so poor.

Working report on Baridhara Corporation Ltd. 4

 Company profile

2.1 Background

As part of the academic requirement for completing Bachelor of Business Administration the
students are required to undergo12 weeks of internship with any reputed organization. The
internship is to serve the purpose of acquainting the students with practicing knowledge of the
discipline of business Administration. This report is about Ceramics tiles under the company
Baridhara corporation ltd.

2.2 History of the company

Baridhara corporation ltd. one of the oldest tiles company in Bangladesh. We manufacturing
and exporting, importing of ceramic tiles industry products. Our relentless pursuit towards high
quality products, created by our talented and hard-working workforce, who are amongst the
most experience and well-trained in the country, have enabled us to be in the position we enjoy
today. Baridhara Corporation experienced staffs and workers helps us maintain this specialty,
we are highly grateful to our staffs and workers and all government and non to government
organization such as our Banker Pubali Bank, Islami Bank, Mutual Trust Bank, export promotion
bureau and also to our customers.

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On the quality side, Baridhara Corporation Ltd. maintains high quality standards to ensure client
requirements and exceed their expectations. Baridhara Corporation takes a systematic
approach to quality management that is design to ensure compliance customer satisfaction and
to achieve continual improvement.

Baridhara corporation ltd is use new IT technologies, best business practices and management
techniques to set the standard of excellence in the industry. BCL use information technology to
serve their customers better by automating processes, creating efficiencies and optimizing
performance. Their innovative tools and processes are designed to enable efficient production
planning to maximize factory capacity.

2.3 Location

Baridhara Corporation Ltd. Main Big factory is located at in Gazipur 45 kilometers from the
capital Dhaka and Head office Ka 50/D, Progati Sarani, Baridhara, Vatara, Dhaka, Bangladesh.

2.4 Scope of our work & facilities

Market share is still low.

Can hire more expert people.
Present employees can be turn into asset by proper training.
Scope to introduce new shape and design.
Opportunities to conduct research for better qualities & other facilities.

2.5 Board of Directors

The members of our board of directors are highly educated and are greatly experienced in the
field of ceramics industry. They are directly involved in the marketing, production, import,
finance, administration and banking sector of all our units.
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 Md. Wakil Uddin Chairman
Md. Riasad Uddin Managing Director
Md. Ujjal Khan General Manager
Md. Saiful Islam Sales Manager

2.6 Organization Mission & vision

Mission

Our mission is aimed at achieving ultimate quality and perfection to the core. The important
factors underlined in the mission are:

To explore and come up with new and innovative ideas.

To keep experimenting with new techniques.
To implement ways to achieve excellence in this field.
To introduce a new thought and change the entire face of the ceramic industry.

Vision

Achieve leadership by developing superior designs for tiles and offering exceptional service in
sales and support to bring pride and joy to homeowners, builders & developers, contractors &
architects who use our products.

2.7 Principle & Practices of our Business

To produce high quality products

To maintain on-time delivery
To be compliant as per local and international laws
To uphold the freedom of all employees.

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 To effectively abolish child labor
To eliminate discrimination with respect to employment and occupation.
To support a precautionary approach to environmental challenges
To undertake initiatives to promote greater environmental responsibility
To work against all form of corruption, including extortion and bribery.
To contribute to a safe and healthy work environment
To protect our assets and resources.

2.8 Total Employee Summary

Baridhara corporation ltd is an organization with efficient employees. This is a combination of

Blue collar and White collar employees with different responsibilities. This total division
contains several sections like Design studio, Head office, Lab units, Factories, Plants etc. so,
overall there is 145 employees for whole factory in workers section where more than 12 work
as Management stuffs.

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3.1 Product name & color

Coffee, Red, White, Yellow, Pink

Pulati (Makrosha)
Rainbow
Line stone (Basfirber)
Crystal (Sagudara)
Nafuna (Lava series)
Original stone (201 AB)
Natural stone
Rustic wall
Sand stone (RC-101,146)
Super white
Z black
Dot red
Crack liner white

Category Of product

A B C
Pulati Nafuna Super white
Rainbow Original Z black
Line stone stone Dot red
Crystal Natural stone Crack liner
Rustic wall white
Sand stone

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3.2 Services

Service is related with the product delivery. Baridhara corporation ltd. produces and import
products for the clients of Bangladesh. So, here Baridhara corporation ltd. represents
Bangladesh with their quality and capabilities. The manufacturing part is very much related
with these services. Here it includes the marketing, planning, designing, procurement
departments. These departments are the pre procedure or, aligned with the procedures of
operations. The direct manufacturing part does not stand alone without the support of these
departments.

3.3 Market overview depend on Customers

Private organization

House & Flat Owners

Engineers
Developers
Builders
Government organization

Military, LGRD and PWD

Overview of customers
House & Flat Owners Engineers Developers
Builders Military, LGRD and PWD

9% 15% 8%
25%

43%

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3.4 Name of the buyer

There are some names of the Buyer of Baridhara Corporation Ltd.

Ceramic Center.
Al Shams Trading.
Brother Tiles.
RN Treading.
Hasan Engineering Works.
Ceramic Garden.
Hazi Treading.

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4.1 Internship

Internship is a practical experiment in the work field under supervisor. Its intention is to gather
practical knowledge about job life. Internship is necessary to complete BBA program. The time
period of internship can be two, three and six months. Internship can be performed in various
organizations such as banking sector, insurance, Multi-national or any company etc.

4.2 Job as an Intern

I did my internship at Baridhara corporation ltd. from 5th January 2015 to 5th April, 2015. I got
the opportunity to work as an internee in the marketing Department of Baridhara corporation
ltd.

4.3 The Job Description

It was clearly mentioned in my joining letter that I was supposed to give regular attendance at
the place where I would be depend to work on my project. As an internee I was supposed to
perform the following works.

Typing mail for foreign clients: As a part of communicate with our foreign clients I used to send
mails to provide information about our product, Such as product quality, benefits of using our
products etc. and also check mails and answering them in case of any quarry about our
products and company.

Check the mail and give the answer: I also communicate with our local clients through mail,
phone, and physically visit them for grab information about our products, our lacking and
research market to expand our business.

Go for market visit: When I work for Baridhara Corporation as a team member of direct
marketing, we go for market visit and try to find out the exact situation of our product market. I
visited some of whole sellers and several showrooms of tiles. Sometimes I need to take photos
of our products in showroom so that we can find out whom actually displaying our product.

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Talk to our customer/ buyers: Our main customers are different type of Real Estate Company.
When I visited any client I need to convince them through explaining all the product feature,
price, discount and product detail also.

Maintaining and updating customer database: We maintain actual customer database where
we store all the customers contract information, order & supply data, customize product
information. So any one can get easily find customer information.

Monitoring competitor activity: As performing market research activity I have to follow our
competitor activity such as their promotion offer, price selection, product launch etc. I also visit
several whole seller and normal shops hiding my identity so that I can find does shopkeeper
promoting our product.

Supporting the marketing manager and other colleagues: Marketing manager make plan for
products launch, promotion and different offer. With the instruction of marketing manager we
really try to execute the marketing plan.

Collect feedback from consumers: Sometimes when we visit our consumers we have to collect
feedback from them as longevity if they have used our product before, compare quality and
price with other brand etc. Work with consumer satisfactory issue such as talk with them about
our product development, create new consumer and convince them.

4.4 The Daily Routine

I worked in the direct marketing section of Baridhara corporation ltd. I worked there 5 days in a
week. My office hour was 10:00 am to 6:00 pm. But sometime I had to stay more than 9 hour
for work. At the beginning of my internship they tell me about my duties and then they
introduce me about the whole system of direct marketing department of Baridhara corporation
ltd. They give me primary data about the function of the different section. My job was to
communicate with the whole sellers of ceramic tiles. I also take care of company general mail
corresponding as an employee of the organization. Sometimes I have to make note the problem
Working report on Baridhara Corporation Ltd. 13
of store department as well as my marketing department with my supervisor of Baridhara
corporation ltd. As I am working in direct marketing, I have to spend most of the time out side
of the office. Basically it is a field job. I have to sell tiles so I have to visit each shop related to
this industry.

4.5 Essential knowledge of my duty

Marketers must have some essential knowledge and skill about the sales. Marketers should
have to know about the accessories like raw materials, types of tiles, its grade, quality of tiles,
size of tiles. This is significant for marketers since they want to make deal with the buyer. When
the buyer provides their opinion the merchandiser can easily identify what they want, because
bad quality accessories or wrong accessories used can cause the marketers to be rejected
returned by the buyer. So the marketers must be careful about the accessories. You always
need to provide the best quality product to survive in the market and to create your own
position in the market. As a marketer I have enough knowledge about sales force management,
consumers decision making process, consumer behavior etc.

4.6 Learning
Seals and marketing section is very important section in Baridhara Corporation. The factory
overall seals depends on the marketing department. Marketing section done some specific
work. I work in marketing section as an intern; so it is difficult to catch all the departmental
work. In a short time I learn some specific work, which is really helping me in future. I visited
some of wholesalers and general tiles shops who inform me the entire problem about product,
delivery and services. So that I know how to communicate, how behave with audience. In
reporting time I have to report to my immediate boss in right time that they can take step to
solve the problem. It is very important that, always think at a campaign level. So think about a
campaign before it even starts. Think of the end result. Think of how it will be and where it will
end. Because it will end regardless of what we desire. I have to communicate with my buyer
Working report on Baridhara Corporation Ltd. 14
and receive their order. I also meet our wholesalers to show our product sample and approve
the sample through their requirement. When I go for factory visit, I saw all raw materials and all
accessories that use in tiles production. I know how they produce tiles. It is really a humble
experience for me and I think it will be helpful in future.

4.7 Challenges and Proposed Course of Action for Improvement

During my internship there are some challenges that had taken by me. And I think that there
are also some steps need to take in every academic program that will be helpful in the practical
life.

4.8 Observed in the Organization

When I am working in my organization, I have faced some problem that I didnt know ever.
From that I mentioned some problem below:

When I am prepared Buyers file for the company, I see is nothing that I dont know.
Then I take some help from my immediate boss.
Also in the first time some of official task given by boss that I cant do in first time.
Also in our office record the transaction in different way that I didnt learned.
Also when I am going to collect our manufacturing process sometimes they dont want
to give on that time then this was a big problem for me. Because my boss was so rude
on this side.
Also when I am going to do our Production department then I faced some problem with
it. Some of thing that I dont know also I didnt learn during my academic period. And so
on.

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4.9 Academic preparation

During my academic time there is something I learned that is not help to me in the practical life
and also there is something that is helpful. From the practical experience of my work place I
mentioned something below that I didnt learned.

When I do manufacturing process of my organization I face some problem with

Microsoft excel because in the academic time there was lack of lab facilities for the
business students.
Also in the academic time I just prepared theoretically there was no practical implication
in the university.
Also during my academic time I am learned just a theoretically not practical job, so it
might some cost for the real life.

4.10 Lessons Learned from the Internship Program

There are so many lessons, skills, knowledge I learned from the internship program that was
really awesome for my entire life. And I think every university should provide this type
internship program.

4.11 Implication in the Organization

There are some vital role and skill I have learned from the organization when I do my internship
program. Like

How to behave with the boss. On the time of my internship program I learned the
actual official behavior, and it so important for the every person, because if you dont
know how to behave with people who are your clique then you might face some
problem.

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 What are the rules and regulation in the organization? Because every company have
some rules and regulation and their own policy to implement in the organization. And
this rules and regulation varies from sector wise.
Normally I did the theoretical part in my academic time but not in the organization. I
have learned the practical part from my organization.

In truly I learned something from others sources like other employs of the Organization.
Sometimes they gave some information and informed me some behavior for the organization.
Also in the every organization there are some people who are not happy with the organization
and they enclosed something that is not right. I know about this type matter I took proper steps
for my better job.

4.12 Summary

The purpose of this paper has been to introduce Baridhara Corporation Ltd. The activities of
Baridhara Corporation Ltd, nature of operation management and overall management
performance have been discussed.

I found that the feasibility study of the project has been conducted and analyzed from the
viewpoint of marketing, technical, financial, management and economic aspects and is found to
be positive for investment. The projected financial results and the profitability estimated based
on the assumptions discussed and explained in this report, show that the project is viable and
lucrative.

The production analysis shows that the Baridhara Corporation Ltd produce capacity 15 lack
pieces in a year.

Baridhara Corporation Ltd, with its scientific management capability having long industrial
experience is expected to be successful promoter of such a sophisticated enterprise.

Working report on Baridhara Corporation Ltd. 17

This sort of marketing facilities should no doubt be encouraged and patronized for the greater
interest of the nation. The project appears to the technology feasible, commercially viable and
marketing desirable.

In my practical internship program Baridhara corporation Ltd I have experienced the activities,
services and working environment of a company. Normally I worked in direct marketing
department. Although a short span of time of ten weeks isnt sufficient to understand the detail
functioning of a company, I have tried my best with the cooperation of the employees of the
Baridhara Corporation Ltd to learn all the activities. I do believe that, whatever, I have
experienced in my practical internship program, it will be very much effective for my BBA
program. At the same time I think and believe that all of my experiences will help me in my
future professional life.

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5.1 Problems

Technology used for the production is not fully automatic, some are semi automatic.

Product price is higher than other competitor.

After sales service does not provide in all showroom.

Advertising and Promotion plan is not well enough for find out untapped market.

Lack of experience people in factory.

Company website is in under construction.

Traditional design use in production plant which is not enough in modern world.

Management employee manpower is not enough.

5.2 Recommendation

And finally, I have tried my best to analyses the companys market image and position on
the basis of my observation. So from my own experience I may suggest the following
recommendations for sound and success market operation of the company:

The company management response to the market must be efficient and active.
The company should recruit experienced and active people should be appointed in
the marketing division.
Product Price should be moderate and adjusted with the competitors price.
The company executives should be more caring to the customers speeches and
opinions.
The company should establish sound and effective communication channels with
internal customer through electronic mail.
After Sales Service should be provided at all the Show-room. It will save time and
effort of the people.

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 Some product design of the company is very traditional. There are so many product
similar to our design are now available to our competitor.
To increase the sales advertising on Print media, Electronic media should be
increase.
Company website need to be updated.

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6.0 Conclusion

It is impossible to have a clear-cut idea of a company within a short time. But according to my
observation this company is suffering from a tremendous problem in following areas, which are
the main obstacle for the company optimum growth. There is a clear gap between Production
and Marketing. Company do not giving its effort in marketing research, market development,
product development, product positioning, business plan, marketing plan, product planning,
and an effective advertising and promotional planning. Individual job responsibility should be
very specific. Company is in developing stage. Gradually it is trying to figure out its system fall
and week corner. In spite of many problems, it is the pioneer in ceramics industry in our
country. Hope it will be a systemic and standard organization.

Working report on Baridhara Corporation Ltd. 21

References

Books:

Direct Marketing: Strategy, Planning, Execution 4th Edition. Edward Nash.

Journal:

Journal of Marketing; Apr94, Vol. 58 Issue 2, p1

Journal of Marketing, Vol. 58, No. 2 (Apr., 1994), pp. 1-19

Internet:

www.baridharacorporation.com

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