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Prepared for MGT 210.13 Fall 2010 Shahid Hossain Senior Lecturer

Prepared by Tafriha Badrul Chowdhury- 1010213030 Lubana Nusrat- 081860030 Khandakar Rubayet Sharna- 0920078027 Nujhat Nueari Islam- 071373030



First of all, thanks to Almighty Allah for giving us the knowledge and strength of doing this report properly. The authors wish to express their deepest gratitude and indebtedness to their respected teacher, Shahid Hossain, Senior Lecturer, Department of BBA, for his persistent guidance and encouragement at all stages of this work. The authors consider it a great opportunity to have a share of his knowledge and experience in the field of Business Management. The authors also want to thank every person directly and indirectly involved in this report preparing process. Finally the authors wish to thank their parents, siblings and friends for their support in preparation of the report.

Mission Statement Aspiration Vision Values Executive summary Company Organogram Officers of the firm Situational analysis y y Internal Factors External Factors 4 4 4 5 5-7 8 9 10-17 10-14 14-17 17-22 22-24 24-30 24-25 25-30 30 30-31 31 32 33-34

SWOT Analysis Objectives of the firm Management issue y y y y Organizational structure Departmentalized organization Leadership style Communication style

1. Findings and recommendations 2. Conclusion 3. Bibliography

Rahimafrooz has been a partner in the development journey of this nation for more than fifty years now. They set themselves the highest standards in responsible corporate behavior and their passion for success is aligned with the development journey of Bangladesh. Rahimafrooz as an organization, are committed to playing a leading role in driving growth, prosperity, ethical values and social responsibility. Rahimafrooz Group will continue to serve its customers through unparallel quality excellence and service superiority. Their business success is complemented by their commitment to the environment, society and community. Rahimafroozs mission is committed to deliver the highest level of service, the broadest selection of products with a conviction of continuous improvement in our operational excellence to the people in Bangladesh and being one of the pioneers in world solar energy business.

Rahimafrooz aspires to be the most admired and trusted organization through excelling in everything it does, following ethical business practices, and adding value to its stakeholders.

Rahimafrooz not only tries to incorporate in its products new concepts but also tries to excel in innovativeness with a comparatively stronger R&D than other Bangladeshi companies. Rahimafrooz continues to satisfy customers through their quality products and services. The vision is expressed in their corporate mission statement ensure quality product and service excellence for total customer satisfaction. The company has set a vision of becoming a billion dollar diversified group committed to adding value to all stakeholders and the community by the year 2015.

Rahimafrooz is built on its values. And time and again the company has proven that they live their values. A country like Bangladesh, where we lack innovation and creative thinking in all aspects of life from governance to plain entertainment, Rahimafrooz stood true to their promise. Rahimafrooz express their values by the following diagram-

Rahimafrooz is one of the respected and reputed business houses in Bangladesh. It has just crossed 50 years of operation. A man of strict religious values, yet a believer in progressive dynamism, and a dreamer who thought nothing is impossible Late A C Abdur Rahim founded Rahimafrooz as a trading company. In recent years it has become one of the largest business

groups in Bangladesh. Over the decades, Rahimafrooz has grown in size, scale, and diversity. The Group today has Nine Operating Companies (SBUs), a few other business ventures, and a non-profit social enterprise. Rahimafrooz is not listed in the stock exchange. As a reason of being a private ltd. Company, its Annual report is not at all accessible. Rahimafrooz operates in four broad segments Storage Power, Automotive and Electronics Division, Energy and Retail.  Storage Power: Rahimafrooz Group is the largest manufacturer and exporter of automotive and industrial batteries in Bangladesh and has the largest battery export plant in South Asia.  Automotive and Electronics: Rahimafrooz Group markets and distributes various automotive after-market products such as automotive batteries, tyres and lubricant as well as electronics ranging from home appliances, power backup systems, lighting products, and electrical accessories. The Group is also one of the leading complete CNG solution providers in the country.  Energy: Rahimafrooz Group has a significant presence in the energy sector of Bangladesh and offers a wide range of renewable and conventional energy solutions.  Retail: Rahimafrooz Group introduced the first retail chain of superstores in Bangladesh and has played a major role in redefining everyday shopping. Recently Rahimafrooz has started to work on a new segment which is project construction. Rahimafrooz produces and markets a range of battery products automotive, motorcycle, and appliance batteries, Industrial (stationary, deep cycle, traction, VRLA) batteries, IPS and UPS batteries, and rectifiers. Lucas and Spark are the leading names in the local battery market while Volta, Optus and Delta batteries are fast gaining equity as International brands. The Groups portfolio includes international tyre brands Dunlop and Kenda, and its own brand RZ Tyre. Rahimafrooz is the exclusive franchisee of the full range of lubricant brand Castrol in Bangladesh.

Through Rahimafrooz IPS, UPS and Voltage Stabilizer, the Company enjoys clear leadership of the emergency power products market. The Company brings to Bangladesh leading gas and diesel generator brands Pramac as well as Mitsubishi. It also markets home and industrial lighting products from General Electric USA (GE) and electrical accessories from Hager France. Rahimafrooz, in 2001, made a breakthrough in the urban lifestyles by launching the first retail chain in the country Agora. Rahimafroozs Renewable Energy division has been providing Solar solutions. It has supplied over 52,000 solar home systems (SHS) to the rural, off-grid areas of Bangladesh where the national grid cannot reach. The Company has helped light the darkness by making available the SHS through micro-credit. The Company, in recognition of its solar efforts, received the McGraw-Hill Platt Global Energy Award in 2004 and the Global Ashden Award in 2006. Rahimafrooz also offers equipments for CNG refueling, conversion, conversion centers, and maintenance. The Group operates a non-profit organization Rural Services Foundation (RSF) through which the solar home systems reach the customers in the rural areas of Bangladesh. Rahimafrooz is also endeavoring into tyre retread, besides manufacturing and marketing emery cloths and abrasive papers. In a joint venture, the Group has become enterprise into the first ever fiber optical commercial networking backbone in Bangladesh in the form of Metro net Bangladesh Ltd. (MBL). One of the SBUs of Rahimafrooz Group, Rahimafrooz Renewable Energy Ltd. distributes solar home systems to underdeveloped rural regions of Bangladesh. For that, the company received the Ashden Award for Sustainable Energy in 2006.


Head of Marketing

Head of Finance

Head of Engineering & Technology

Head of Human resource

Supply chain manager

Marketing Solar Battery

Marketing Export Battery

Marketing Local Battery

Marketing VRLA

Training & developm


HR service

Factory manager

Head of Maintenance

Head of Charging & VRLA production

Assembly & Production

Head of Ware house & Logistics

Head of Quality assurance


Mr. Habibul Basit Anisur Rahman Md. Alamgir Mr. Zakir Hussain Ziau-Nesa

Chief operating Officer (COO) Head of Marketing Dept. Head of Finance Dept. Head of Engineering & Technology(E & T) Head of Human Resource Management(HR)

Shahriar Malik

Supply Chain Manager

Shajal Kumar Sharma

Factory Manager

Abu Mohammad Mojammel Haque

Head of Maintenance

Pallab Ghosh

Head of Charging & VRLA Production

Zakir Hussain Vuiya

Head of Warehouse & Logistics

Shahin Reza

Head of Quality Assurance

Ahmed Faruq Khan

Assembly & Production Manager

A situation analysis is a process that includes the analysis of the environment and the social, economic, political, and institutional systems that affect the targets a firm wants to conserve. A situation analysis involves an analysis of the key factors affecting a firms targets including direct threats, indirect threats, opportunities, and enabling conditions. It is a Systematic collection and evaluation of past and present economical, political, social, and technological data. It is aimed at (1) identification of internal and external forces that may influence the organization's performance and choice of strategies, and (2) assessment of the organization's current and future strengths, weaknesses, opportunities, and strengths. Typically Situational Analysis states about where the organization is now and, in what direction the organization are headed. Factors studied in order to answer these questions are the social and political developments impacting on marketing strategy, competitors, technological advances, and other industry developments that may affect the marketing plan. In order to profitably satisfy customer needs, the firm first must understand its external and internal situation, including the customer, the market environment, and the firm's own capabilities. Furthermore, it needs to forecast trends in the dynamic environment in which it operates. INTERNAL FACTORS: The internal situation analysis provides a description of what the organization currently is. It really details what the organization is about, what it has accomplished in the past, what it is currently trying to accomplish, and what resources it has to utilize in order to accomplish it. The internal situation analysis tends to provide constraints on the decision making that occurs later in the plan. It also provides value statements that will tend to provide many of the evaluative criteria useful in evaluating alternative courses of action.


In Corporate Culture: Corporate culture means the way organization builds their customized psychology, attitudes, experiences, beliefs and values system that you recognize it as your own. Rahimafrooz is the first local company in Bangladesh that took initiatives to modernize the organization. Working condition in Rahimafrooz can be compared to any multinational company operating in Bangladesh. Its office is very well furnished. All the essential amenities can be found in the workspace. The sitting arrangements are open for everyone thus a very communicative atmosphere. The employees are generally good people with helpful attitude. They try to live the Rahimafrooz value in day to day life. The culture encourages them to be very open minded and unbiased; very well spoken and trustworthy. The entire Rahimafrooz Team takes the company values very seriously. My interpretations of their values are: 1. Integrity in all their dealings: The Rahimafrooz team never compromises on ethical business practices. They set high standards of ethics and moral virtue for themselves. Their commitment to integrity shall never be compromised for the sake of business goals or anything. They firmly believe in religious, ethical, social and legal righteousness and we strictly adhere to those. They are also a firm believer in meaningfully contributing to the community and giving back to the society. 2. Excellence in everything they do: Their pursuit for business success has thrived on a very simple yet powerful philosophy quality comes first! They have maintained highest quality standards in our operations, processes, products and brands, always keeping in mind that they cant afford to be anything less than the best. In all their operating segments and in all their work areas, they strive for quality excellence and continuous improvement.


3. Total commitment to customer satisfaction: It takes months, years, in some cases decades, to win a loyal customer. But it takes only a few seconds to lose one. Rahimafrooz thrives on winning loyal customers through best quality products and service. Most importantly, it believes in keeping its customers loyal though sustained quality, amazing service performance and superior customer relations. Every single decision they make, every single behavior they demonstrate, must be meant for the satisfaction of their customers.

4. Thinking ahead and taking new initiatives: They have always tried to stay ahead in terms of thinking, decision making and competition. Their product development, business investment, people processes, technology utilization etc. stand testimony to this fact. They believe in being creative, innovative, and intelligent risk takers. Challenging the conventional is encouraged in their organization as long as it is meant to add value to the business and meant to bring positive results for the organization. Management: Rahimafrooz is a proponent of Management by Objectives (MBO) .Rahimafroozs MBO are found in the form of the 5S Japanese technique they follow both in the organizational and individual level: seiry (differentiating between necessary, unnecessary and disposable), saiton (a layout satisfying all requirements), saiso (emphasis on a clean work environment), setuske (routine effectiveness of operations), and seiketsu (maintaining an organized standard).

The Senior Management of Rahimafrooz is as follows:


Group Director Group Director Group Chairman Group Director Group Managing Director



Group Deputy Managing Director

Customer Loyalty: Rahimafrooz not only ensures customer satisfaction through providing quality products but also has a good after sales service policy. Battery failure within 90 days of purchase results in a replacement with no questions asked and from the 91st day up to the 365th day if any defects occur, a free-cost-repair is gladly provided. Through rigid implementation of quality assurance practices Rahimafrooz ensures uniform quality and in turn customer satisfaction. Rahimafrooz is well equipped and successful in achieving customer satisfaction with regard to product and service quality excellence. They have a close-working relationship among the company and interest groups. The promoting aspect of working to satisfy customers is also another observable element. Managing Technology inside the Organization: Compliance with the ISO elements virtually ensures product conformity to standards in the case of Rahimafrooz. Rahimafrooz in seeking continuous improvement emphasizes on participation, harmony, cooperation and the quality principle. Rahimafrooz has developed clearly defined roles and functions of a quality circle organization consisting of steering committee, facilitator, circle leader and QC members. Each of the 24 QC circles of Rahimafrooz consists of 8-10 members who solve problems through participation. Rahimafroozs quality assurance, besides the maintained standard comes from the empowerment of employees and its continual improvement sequence of Plan, Do, Check and Act. Human Resources: Rahimafrooz is a company grown from small trading concern into the regional player that is today. Rahimafrooz is poised for new phase of dynamic growth. Today Rahimafrooz is striding into the 21st century with a vision for growth and diversification. Their corporate strategy aims for international partnerships and a path of dynamic growth: they intend to transcend national borders and evolve into a globalize business group.


Rahimafrooz believes that attracting and retaining talented employees is the key to long term success. Employee retention involves a two-pronged approach of creating development opportunities for key employees and providing incentives (through compensation) that strengthen loyalty. Also Performance appraisal and Handling Grievances are two key factors in employee retention. Of all the changes a company can make in order to improve morale, decrease human resources costs, limit personnel liability, none is more effective than focusing on hiring the right person for the job. The hiring process of Rahimafrooz consists of three distinct processes:

1. Human Resource Planning (HRP); 2. Developing Analysis, Description and Specification of the job for which hiring is performed, 3. Recruiting and Selection.

EXTERNAL FACTORS: A business does not function in a vacuum. It has to act and react to what happens outside the factory and office walls. These factors that happen outside the business are known as external factors. It is also called influences. These will affect the main internal functions of the business and possibly the objectives of the business and its strategies.

To run a business properly it is important to know the external factors of the business. Without knowing external factors, there is much information that is unknown to the business. These information affect the business and its objectives and strategies or also the internal functions of the business firm. It also affects in the productivity and the prices of the products, import and export sides. So, to run the business properly, it is very important to know the external factors of the business.


Customer: Rahimafrooz has the largest number of battery customer in Bangladesh including both individual and business customers. IPS, UPS, batteries for IPS and UPS, automotive batteries etc are the products for individual customers. There are also business customers for these products but their main business customers are for VRLA batteries. Competitor: Rahimafrooz is playing a sort of monopoly role in the market of batteries and IPS, UPS and having the advantage of pure monopoly in the sectors of battery recycling and solar battery production. Their intra-type competitors for batteries, IPS and UPS are Navana, Aftab, Grameen, BRAC, Energypac, Intraco etc. Walton, Honda, Genpower, Power Sonic, Apollo etc. are some foreign competitors. But most of the domestic competitors do not have a mentionable market position that could challenge Rahimafrooz. A few inter-type competitors are there who are the producers of generators are. So they are not the direct competitors but indirectly they are giving them a sort of competition. Government Attitude: Now a days government is taking some major steps to improve facilities and life styles of the citizens. Government is keen to expand industry base and encourage both domestic and foreign investment in the sector. As a leading battery industry, Rahimafrooz is taking the full advantage of this. Rahimafrooz is the pioneer in producing industrial batteries, solar power and IPS in the country. Government has taxation system and according to that system Rahimafrooz pays 37.5% regularly. Government has been supporting Rahimafroozs green marketing and is now encouraging to expand the eco friendly sectors. With the permission and full support of Government, the company with a market leadership at home is exporting its products to more than 44 countries around the world. Among these the major countries are- India (70-80% of the total export), Dubai, Thailand and some African countries. It manufactures about 200 different varieties of batteries for automotive, motorcycle, IPS and other applications.


Infrastructure of the society: Infrastructure deficiencies are the primary deterrent to economic growth in Bangladesh. Long years of under-investment has taken a toll and resulted in poor access to basic infrastructure for a large part of Bangladesh's population. Since Bangladesh opened its gas and power sectors for private investment, there has been a strong response from international energy developers. Bangladesh is now in the process of conducting international procurement for large solar power plants. Culture: Rahimafrooz Company is not a culture based company. The products and services of this company have no direct relation with our culture. But these products are impacting our culture in some ways. These products and facilities improve our lifestyles. Deficient supply of electricity has been one of the major problems of our country which is growing day by day. The demand and use of IPS, UPS and solar power system are increasing rapidly with this growing problem. Due to this situation, these have become a prior need for many of the urban people and some of the rural people which is bringing in a revolution in our culture. Even their promotions and other programs are also held as per our culture. Economic indicators: The economy of Bangladesh is comprised by that of a developing country. Its per capita income in 2008 was est. US$1,500 (adjusted by purchasing power parity). In 2009 it increased to est. US$1,600. With this increasing PPP (purchasing power parity), people of our country are being able to purchase more than before. So Rahimafroozs sales is also rising. The per capita income crossed the $700 mark in the current fiscal year, mainly because of a healthy GDP growth. This fiscal year the per capita income has reached $750 from $676 last year. Bangladesh ranked as the 48th largest economy in the world in 2009, according to the International Monetary Fund with a gross domestic product of US$256 billion. The economy has grown at the rate of 6-7% over the past few years. GDP's rapid growths due to sound financial control and regulations have also contributed to the growth of foreign exchange earning. Bangladesh positioned 133rd with a per capita income of $336.87 per person the world ranking. The above data indicates an upcoming favorable future for Rahimafrooz.


Technology of the country: Technology of our country is not at all up to date with the advanced world. The need for faster technological development is increasingly felt in Bangladesh. Development plans of Bangladesh have emphasized science and technological research to develop technologies through adoption of imported technology as well as development of indigenous technologies. As the country is heavily dependent on imported technologies, proper planning is required for its effective transfer through acquisition, assimilation and adoption.

SWOT analysis is a analysis in which internal strengths and weaknesses of an organization, and external opportunities and threats faced by it are closely examined to chart a strategy. It involves specifying the objective of the business venture or project and identifying the internal and external factors that are favorable and unfavorable to achieve that objective.

Without a clear understanding of the strengths, weaknesses, opportunities, threats and the condition of the company, it is quite impossible to analyze the situations. SWOT analysis helps to develop the goals, objectives and activities that make sense for the companys condition.


STRENGTH: Strength is the characteristics of the business or team that give it an advantage over others in the industry. A firm's strengths are its resources and capabilities that can be used as a basis for developing a competitive advantage.  Demand in the market: Right now the power sector is the most demanding and emerging business arena in Bangladesh. With a very little risk exposure and certain high profitable prospectus Rahimafrooz is sustaining with high demand of their product and services. If we look upon the industrialization in our country through last two decades we can easily observe that the rate of industrialization as well as urbanization is pretty rapid. As a result the demand of power or else we can say electricity supply and backup, has also became very high. But supply of power has not yet sufficient and continuous. Lack of power generation and its supply create load-shredding and the industries are facing huge risk of loss due to mismatch in the real-time production and the demanded or expected production. Not only is the industry sector, the domestic sector also suffering from the same crisis. As we are heading to globalization, we are adopting new technologies in our day to day life. Even we are being blessed with the blessings of modern technology in our agricultural sector also. But the supply of power stills lags far behind the on-growing demand of the same. So the demand of power in our market is extensively high and Rahimafrooz is playing a vital role in this highly demanded market.  Monopoly in the market: Rahimafrooz is the only battery recycling company in Bangladesh. So basically they have no strong competitors against them in case of recycling. This recycling is their unique part. Besides they provide the quality product along with servicing warranty (in some cases replacement guaranty) which has added value to their product. In general cases the existing Chinese products (i.e. IPS, UPS) often has service oriented objections and low service life rather the same products of Rahimafrooz have a very low such kind of objections with them. So they have already created a very positive impression in wholesale retail customers mind and became a very popular and unparallel brand icon in our market.


Production: They produce batteries according to the demands of the customers. That means their customer can order batteries according to their needs and Rahimafrooz will produce that particular powered batteries which are suitable for their customers. This is a great advantage in perspective of the potential customers which they can not get from the foreign companies as well as other so many companies of our country.

Sweet spot: They are the only producer of various types of batteries in Bangladesh (e.g. high powered batteries used in power stations, batteries used in BTS in our country). Their main profit comes from VRLA batteries that are used in the telecommunication towers. They are the only producer of this type battery in Bangladesh. Most of the VRLA batteries are imported from China. Moreover they are the first to take the initiatives for solar batteries. And now Rahimafrooz is ensuring the world-class quality standard of them which has added value to their product.

Human Resource: They have a very skilled and trained workforce that helps them to increase their productivity. They emphasize recruiting BSc engineers from Mechanical, Chemical, Electrical and Computer engineers from BUET and other reputed universities from the country. They often invite foreign researchers and specialists for regular monitoring and up-gradation of the salient features of their products. Rahimafrooz believes that attracting and retaining talented employees is the key to long term success.

Customer loyalty: They have established their brand name that ensures customer loyalty to their products. They have gained this loyalty through constant better service, ensuring the superior quality and maintaining the on time delivery of their products to the customers. They are liable and very well managed to any deficiencies of their delivered products and this feature has made them different from others.

Distribution channel: Rahimafrooz has its own distribution channel. They do not depend on any other source for their distribution of batteries and other products. This enables them to cut cost from this distribution sector to reduce production cost. They have the total control over their time and place of distribution. They also ensure the ontime delivery of the products to the customers.


WEAKNESS: Weakness is the characteristics that place the firm at a disadvantage relative to others. The absence of certain strengths may be viewed as a weakness.  Market place: The main weakness of Rahimafrooz is that there is no particular competitors exist in their market and as a result of this they do not know where they are in the market. Monopoly often keeps a company in dark from many other probable improvement or up-gradation and many more salient features do not come out of dark. Because without knowing the actual market place of the company, it can not target to the extensive upgradation of the products.  Technology: Their technology is not advanced and up to date for which they are facing difficulty to keep up with the international level. If there were a healthy competition on our countrys power sector then new technologies would have been introduced to produce more and more better products along with a very competitive price. Though Rahimafrooz has adopted and continuing with modern technologies but still there are some provisions for upgrading it more.  R&D: R&D (Research and Development) has just initiated. It is still not developed. Still it has a far way to go to reach a well developed position. This is creating an obstacle for knowing about their products position in the market. Even development of products also depends on R&D.  Resource constraints: Another weakness of Rahimafrooz is resource constraints for which they can not produce the maximum of their capability. Poor transport system, raw material market instability, political unrest and so many undue events hamper it from proper and profitable use of resources.  Lack of proper knowledge: Rahimafrooz has hired foreign consultants to solve their HR (Human Resource) related problems. But sometimes these consultants come up with solutions that are unattainable for the management as they have no idea how to accomplish that. The reason behind that may be due to the knowledge limit and inexperience of our local culture by the foreign consultants.


OPPORTUNITY: Opportunity is the external chances to make greater sales or profits in the environment. The external environmental analysis may reveal certain new opportunities for profit and growth.  VRLA Production: Rahimafrooz has a big scope to occupy the whole market of VRLA (Valve Regulated Lead Acid) batteries in Bangladesh as they are being the only local producer of such batteries.  Advanced foreign technology: They can use foreign technology in future to enhance their productivity and product quality. There are still room for importing and adopting the latest and the finest technologies Rahimafrooz has yet not experienced.  Increasing demand: The demand and use of solar batteries are on high demand and it is increasing rapidly. Rahimafrooz has a certain opportunity of capturing this market in recent future by manufacturing them. As Rahimafrooz has its well established brand name and a well organized distribution channel it can come up with a very competitive customer price and definitely they will be succeeded.  Demand of their products and services: As the demand for IPS and UPS is increasing day by day, the demand of batteries will also keep increasing which opens a broader way for Rahimafrooz to increase their sell in future. THREAT: Threat is an external element in the environment that could cause trouble for the business. Changes in the external environmental also may present threats to the firm.  Upcoming competitors: Recently some companies have started their business in the battery sector and many companies are tending to enter in this sector. So competition is going to exist for Rahimafrooz in the market in recent future as competitors are entering. Already many local competitors are on the way to start power generation stations and the Government has also invited some foreign companies to enter in the power sector of Bangladesh.


Brand name crisis: Another threat for them is brand name crisis. People have started to believe that Rahimafroozs products are no longer as good in quality as before it was and this is resulting in with the loss of brand loyalty among the old and potential customers.


OBJECTIVE NO. 1   Statement: Working capital will be reduced 5% by 2011. Strategy: Usually Rahimafroozs strategy is to make the payments for their raw

materials on cash. But as they sell their most products and services on credit, and as a result of this, in future they are planning to make payments to their suppliers of raw materials after getting the payment from their customers. So that they might have the advantage of keeping the capital for a longer time. OBJECTIVE NO. 2   Statement: 20% increase in market share by 2011. Strategy: This will be done through vigorous promotions. Moreover they are working on developing their services and products. They will focus more on their clients and their demands. They are working on developing the quality of their products and services which will be done by using advanced technology, skilled workforce and obviously by increasing the quality of their raw materials. This is a way through which they want to get over from their brand crisis. If they can do so, their market share will definitely increase. OBJECTIVE NO. 3   Statement: The cost of production will be decreased by 15% by 2011. Strategy: To accomplish this objective they are importing advanced technology and equipments. Additionally they are going to train their worker to enhance their skills. They


will mainly focus on reducing the transport cost in a huge amount. This will be done through both backward and forward vertical integration. Though they have their own distribution channel, they will strengthen it all sort of outsourcing in distribution channel will be eliminated. OBJECTIVE NO. 4  Statement: Attaining a more skilled workforce and reducing the labor cost up to 5% by 2011.  Strategy: To attain a workforce which is more skilled, they will run a training program. The workers will be trained for their work. On the other hand they will create a better environment for them and also will provide them with some additional facilities to maximize their output. They will appoint some foreign supervisors to teach some techniques to the workers. They will focus on additional financial facilities or aid i.e. yearly increment, festival bonus, profit bonus, financial incentives to improvise the efficiency level and motivation of the employees. OBJECTIVE NO. 5  Statement: Increasing product efficiency by 50% and decreasing production process time by 20% with in 2012.  Strategy: In order to fulfill this objective, they will bring new and advanced technology. They will also arrange for classes and training courses for the employees to make them familiar with the latest technology and to train them to use those. Foreign technology and consultants will play a big role in this. Moreover they will increase the quality of their raw materials which are used as active ingredients in the batteries. OBJECTIVE NO. 6

Statement: Enhance the capacity of VRLA production by 150% by 2011. Strategy: To achieve this objective they will expand their capacity. For this they will buy new equipments and create a new segment of workers only for the production of VRLA batteries. They will be specialized on VRLA production. Additionally they will bring


expert foreign consultants who will give the employees knowledge about using recent technologies that will be used for VRLA production.

In management issue we will cover four things: 4. Organizational structure 5. Departmentalized organization 6. Leadership style Communication style

ORGANIZATIONAL STRUCTURE: Organizational structure refers to the way that an organization arranges people and jobs so that its work can be performed and its goals can be met. Organizational structure allows the expressed allocation of responsibilities for different functions and processes to different entities such as the branch, department, workgroup and individual. This structure depends entirely on the organization's objectives and the strategy chosen to achieve them. Rahimafrooz mainly follows the centralized and bureaucratic organizational structure. In centralized organization the process of transferring and assigning decision making authority to the higher level. y Rahimafrooz is using centralized structure to controlling the public image of the entire corporation. It would prove beneficial for Rahimafrooz over a long-term outlook. y Rahimafrooz is using centralized structure to closely control the operations, provide a uniform set of policies, practices and procedures throughout the organization.

The companys individual actions are also better aligned with management's prescribed policies to follow this structure. On the other hand Rahimafrooz strictly follow the bureaucratic organizational structure. A bureaucracy is a form of organization based on logic, order, and the legitimate use of formal authority. Bureaucratic organizations are usually mature structures that have been around a while, and are easily identified by a strong centralized authority. Because Rahimafrooz is one of the respected and reputed business houses in Bangladesh, so their organizational structure

already at a mature stage. Rahimafrooz also maintain a stable environment worked well under a bureaucracy. Rahimafrooz is using bureaucratic structure to supervise their highly specialized and tightly supervised tasks. y y Rahimafrooz strictly follows the rules and procedures. They also respond to changing and innovative environments according to the organizational structure. y Rahimafrooz under the bureaucratic structure directly responsible to the leadership that creates it, such as a government executive or board of directors.


Departmentalization refers to the development of grouping activities into departments. Usually the first step in the organizing process is departmentalization after reviewing the plans. Departmentalization is the basis on which work or individuals are grouped into manageable units. Rahimafrooz departmentalization base on these methods; function, process, product, geographic and customer and at the end it basically follow the matrix departmentalization.

Functional departmentalization:

Departmentalization by function organizes by the Grouping activities by functions to be performed. It can be used in all kinds of organizations. The functions reflect the nature of the business. It reducing problem for management because each individual in the same department will acquire the same work experiences or training, communication and coordinating.

Rahimafrooz always maintain these methods to reducing work duplication communication and coordination by creating highly skilled specialist and use of resources in the organization. The Functional departmentalization that Rahimafrooz follow depends on the goals that they want to achieve. . Its allows work to be carried out by individuals who are qualified and skilled in the area concerned. Rahimafrooz pursue economies of scale by placing employees with common


skills and knowledge into departments for example human resources, production, finance, marketing, and engineering.

General Manager

Production department

Finance department

Marketing department

Human resource department

Head of Engineering & Technology

Process departmentalization:

Like product departmentalization Process departmentalization is grouping activities on the basis of product or service or customer flow. Because each process requires different skills, process departmentalization allows homogenous activities to be categorized. Rahimafrooz product might need to go through several departments namely validation, licensing and treasury, before entering the market. Each service is administered by different departments. Below show one of the process structures that Rahimafrooz might follow:

Chief Operating Officer

R&D Accounts & Administration








General Manager

Product development process

Order fulfillment process

Customer and account management process

Product development teams

Order processing teams

Sales teams and customer service teams

Product departmentalization:

Departmentalization by product assembles all functions needed to make and market a particular product are placed under one executive. In Product departmentalization managers and workers are specialize in one area of expertise. It makes easier for top managers to assess work-unit performance. Rahimafrooz major department stores are structured around product groups. All the grouping activities decided by product line and tasks are group according to their specific product or service. Each major product area in the Rahimafrooz is under the authority of a senior manager who is specialist in, and is responsible for, everything related to the product line. They follow this method to make Rahimafroozs decision making faster. The product structure that Rahimafrooz accumulators Ltd. follow is shown on the next page:


Rahimafrooz Accumulators Ltd. Telecommunication Railways Forklifts UPS Inverter Power station Electric vehicles Solar power systems Buoy lighting Ships

Geographic departmentalization:

Geographic departmentalization is an arrangement of department according To the geographical area or territory serve. In this organization structure people performs all the activities for a firm in given geographic area report to one manager or a regional operating manager.

Rahimafrooz follow the Geographic departmentalization to work well for the international business. Because Rahimafrooz is the leading industry of Bangladesh so this approach is generally use by them to expend their business internationally. Each manager of the different country can better serve the needs of unique geographic markets and handle the issue those raise in different geographical area.

General Manager

South Asian Countries

African Countries



Customer departmentalization: It groups jobs on the basis of common customers. Departmentalization by customer groups jobs according to whether it is serving private sector, public sector, government, or not-for-profit organizations. Jobs may be grouped according to the type of customer served by the organization. The assumption is that customers in each department have a common set of problems and needs that can best be met by specialists.

Rahimafrooz follow this customer departmentalization to access their industrial and home products department. This group is chosen from different functions to work together across various departments to interdependently create new products or services. For example, a crossfunctional team consisting of managers from accounting, finance, and marketing is created to prepare a technology plan.

General Manager

Industrial products department

Home products department

Matrix departmentalization: Matrix departmentalization is a hybrid structure in which two or more forms of departmentalization are used together. The most common matrix combines product and functional forms of departmentalization. At the end of these two methods Rahimafrooz specifically follow the matrix departmentalization. In Rahimafrooz the employees report to the director or the product manager. In this method Rahimafrooz lead to much more cross-functional interaction than other forms of departmentalization. The functional and project managers of this company maintain a significant synchronization to fulfill the high level of cross-functional


interaction. According to this departmentalization Rahimafrooz managers have the complex job of tracking and managing the multiple project and functional demands on employees' time.


In the corporate world, leadership is one of the most important actions that have to be considered if you want to get the work done collectively. If you are working in a business environment, you would certainly know about the behaviors of the leaders, who are generally your managers. To run their huge corporation smoothly Rahimafrooz follow the leadership style. In Rahimafrooz every leader has their individual style of behavior and methods for getting the work done. Rahimafrooz believe that a right man commanding the right position at the right time can do wonders. The leaders of Rahimafrooz are more concern about the needs of the people and the organization. Rahimafrooz mainly follow these two leadership, supportive and achievement oriented. Because the leaders are allow their employee to express their idea. The leaders create the employee comfort environment. But the leader will not guarantee that they promote the idea. On the hand the leader also follow the achievement oriented leadership. The Rahimafrooz leaders are always keep their trust and confidence on their employee.


Communication style is one of the important styles for all organization in the corporate world and who try to plays a very significant role in the smooth running of any business. Rahimafrooz always communicate the customer needs and objectives. Its communication style also requires an understanding of other people's styles as well as their own. Rahimafrooz follows the downward communication style. Downward organizational communication is the contrary of upward communication. In this style of communication, the message is arising from higher hierarchical levels like managers, while the recipients are at a lower level such as employees.


Rahimafroozs downward communication style follows the transfer of information from their seniors to subordinates or in other words it is the receiving of order from senior once.

Rahimafroozs downward communication style generally provides enabling information which allows a subordinate to do something.

The company downward communication style telling people in the organization what is important (mission) and what is valued (policies).


Rahimafrooz is the largest battery industry in Bangladesh. It operates in four broad segments and they are Storage Power, Automotive and Electronics Division, Energy and Retail. In the battery sector, their leading brands are Lucas and on Spark and the other hand, Optus, Volta, Delta etc are on the way towards achieving their popularity in the international market. They are the clear leader in IPS, UPS and Stabilizer industry and soon they will get a good position in the market of solar power system. They have a secured market place in the present era because of the increasing demand of the type of products they produce. They are enjoying the monopoly to some extent in the battery industry. Especially it is mentionable that they are the only Bangladeshi company that produces VRLA batteries. But they fulfill only the 10% of the current demand. Rest of the demand is fulfilled through the imported VRLA batteries from China. This is the most profitable sector of their business. Their skilled workforce plays one of the most important roles behind their success. Their main lacking is their R&D which is not yet properly developed. Developing the R&D will bring situation in their favor in many ways. They have established their brand name at the same time, recently the force that is working against this is their Brand name crisis. Rahimafrooz should focus on this and should increase the quality of their products and services to re-establish their brand name. Moreover, they are now capturing only 10% of the VRLA battery market. They have a huge opportunity in this sector. They should enhance their capacity of VRLA battery production so that in recent future they can capture 100% market of this. As this is their most profitable sector, they should put more emphasize on VRLA production.


From the quick analysis we have reached that the company a firm and concrete ending in a very confident way. Performance of Rahimafrooz during the past years has proved that with strong aspiration and will power one achieve whatever target it may have. Almost all the leading solar power industry in our country has various extra facilities in offer for the customers. It also adopted advanced technology to provide best services to the clients and compete in the aggressive environment. Efficient manpower & logistic support make Rahimafrooz successful in the battery arena. The industry keeps its pace in overall economic development of the country.


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