STRATEGIC HUMAN RESOURCE

MANAGEMENT OF SHWAPNO
 Department Of International Business

University Of Dhaka

Course Name: International Human Resource Management

Course Code: IB-519

Assignment on

Strategic Human Resource management of SHWAPNO

Submitted to

Dr. Chowdhury Saima Ferdous

Associate Professor

Department of International Business

University of Dhaka

prepared by

Name ID
Md.Monir Hosen 10
Solaiman Hossain 48

Date of Submission: February 19, 2018

Contents
Chapter 1: Introduction ................................................................................................................................. 1
1.1 Objective of the report: ....................................................................................................................... 1
1.2 Methodology: ...................................................................................................................................... 2
1.3 Limitation of the report: ...................................................................................................................... 2
Chapter 2: SHWAPNO and its Strategy ....................................................................................................... 3
2.1 Overview of the company: .................................................................................................................. 3
2.2 Objectives of SHWAPNO: ................................................................................................................. 3
2.3 Vision of SHWAPNO: ........................................................................................................................ 3
2.4 Products arrangement of SHWAPNO: ............................................................................................... 3
2.5 Target customers of SHWAPNO: ....................................................................................................... 4
2.6 SHWAPNO’s Strategy analysis .......................................................................................................... 5
2.7 SHWAPNO’s Target Market .............................................................................................................. 6
2.8 SHWAPNO’s Marketing Strategy ...................................................................................................... 6
2.9 Consumers Analysis............................................................................................................................ 7
2.10 SHWAPNO’s Marketing Promotion Tools ...................................................................................... 8
2.11 SHWAPNO’s four Building Blocks analysis: .................................................................................. 9
2.12 Porter Five Forces Model on SHWAPNO ...................................................................................... 10
2.13 SWOT Analysis of SHWAPNO: .................................................................................................... 11
2.14 SHWAPNO’s Competitor Analysis ................................................................................................ 12
2.15 Comparative Analysis of SHWAPNO over others ......................................................................... 13
2.16 Comparison of Core competences between SHWAPNO & Meena Bazar: .................................... 14
Chapter 3: Human Resource Management Strategic Approach ................................................................. 15
3.1 Selection:........................................................................................................................................... 15
3.2 Selection Process of Sales Associate in SHWAPNO: ...................................................................... 15
Chapter 4: Findings and Recommendation ................................................................................................. 17
4.1 Findings............................................................................................................................................. 17
4.2 Recommendation .............................................................................................................................. 17
Conclusion .................................................................................................................................................. 18
References ................................................................................................................................................... 19
 Chapter 1: Introduction
SHWAPNO is one of the top retail brand in Bangladesh which is operated by ACI logistics.
SHWAPNO established in 2008 as an integral part of the overall ACI group. As a largest retail
chain in the country SHWAPNO touches the lives of over 35,000 households each day. It
represents and exemplifies ACI‟s commitment to bring about a better Bangladesh and be a catalyst
to change the lives of millions of individuals for the better. SHWAPNO, with its over 60 retail
stores, situated in strategic positions around Bangladesh is the largest retail chain in the country
with over 35% markets share of the growing 1500 crore taka retail industry. Retail industry in
Bangladesh has huge scope since only 2% of the entire population is served by the retail industry.
ACI‟s retail aim has carved an enviable name for itself in the market place. Through its meticulous
and analytical top management and innovative marketing strategies, SHWAPNO has been able to
achieve a dominant position in the market place. Even though the other retail chain, Agora and
Meena Bazaar have had long established presence in the Bangladeshi market, neither has been
able to achieve the broad reach and brand equity that SHWAPNO has been able to.

1.1 Objective of the report:

 To find out market strategy and target customer of SHWAPNO
 To know about HRM strategic approach of SHWAPNO
 To Know about the SHWAPNO, s strategic fit’s
 To know the promotional tools of SHWAPNO
 To make a comparison about the challenges and opportunities with the
competitor company SHWAPNO
 To have a clear view of current scenario of SHWAPNO
 To learn which are the promotional tools are used.
 To learn strengths, weaknesses, opportunities and threats of the company.
 To learn the factors influencing customer satisfaction.

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1.2 Methodology:
The data of this study has been collected through secondary sources such as different journals,
articles, research publication, and internet etc. To give the report a better look, secondary data is
also collected from different brochures, newspapers and consultation.

1.3 Limitation of the report:

In every research work there exist some limitations that the researcher faces while conducting
different activities. In the process of the research work, we also come across certain limitations
that hampered the actual findings and analysis of my research work. Some of these notable
limitations can be identified are

 Employees of SHWAPNO are usually busy with their daily work and activities, so it is
quite impossible sometime to get time from them for getting information about our report.
 Sometimes the authority does not provide their internal information which is very difficult
to collect from any other sources.
 Insufficient information on journals, internet and poor company profile
 Limitation of time is also a barrier for making this report.

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 Chapter 2: SHWAPNO and its Strategy

2.1 Overview of the company:

SHWAPNO started with the same philosophy as Walmart, the retail giant of the west. It aimed to provide
a wide assortment of good-quality merchandise at the lowest possible prices with a pleasant
shopping experience.
In Bangladesh, the farmers are paid very poorly for the same harvests that are sold at extremely
high prices in the towns and cities. A big margin is taken away by the middlemen and cartels who
add little value. Understanding this value chain gap ACI initiated two new businesses namely ACI
Agribusiness and ACI Logistics, which by removing the middlemen ensured reasonable prices for
both farmers and consumers. ACI logistics launched SHWAPNO in 2008 a chain store which
offered the retail experience at competitive pricing.

2.2 Objectives of SHWAPNO:

 To give customers confidence and establish and environment of trust.
 Improve product packaging & presentation.
 To offer clean, healthy and a friendly environment to customers for shopping.
 Encourage producers to produce standard & quality products, for better prices.
 Ensure consistency of variety and supplies of products.
 Contribute to the well-being of the people in the process.

2.3 Vision of SHWAPNO:

In 2008 SHWAPNO made its entry into the retail market as “Fresh and Near” in order to fulfill
the ACI’s ‘Seed to Shelf” vision of connecting directly with consumers. SHWAPNO vision is the
passion to make positive impact on the lives of many. From the beginning, SHWAPNO set off to
change the way in which the mess consumer base in the country fulfills its daily needs, bringing
modern retail into the lives of consumers that had for long relied on wet markets and other unsafe
traditional shopping channels. SHWAPNO mainly try to change the life style of Bangladeshi
consumers.

2.4 Products arrangement of SHWAPNO:

SHWAPNO Products are separated into three master categories.

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  Vegetable
 Fruits, Meat and Grains
 Company Goods and Non-Food divergence.
The company has tens of thousands of stocks keeping units in their portfolio. Each master category
is further subdivided into category, subcategory and type category. These subdivisions great aid
the decision making of management.

SHWAPNO recently has gone aboard on implementing various businesses and marketing
strategies for each of its master categories. In the VFMG master category, SHWAPNO has
introduced live chicken and live fish products and concentrated on providing consumers with
formalin free products.

In the Non- Food Divergence category, SHWAPNO has introduced products designed by its own
design team, products that can be purchased in interest free installments and lastly, SHWAPNO
has also introduced furniture products to boost sales.

2.5 Target customers of SHWAPNO:

The target customers of SHWAPNO are

 Price sensitive customer

 Time- conscious customer
Price-sensitive customers: Those who are highly sensitive — individuals who respond negatively
to higher than average prices and prefer to shop with budget-friendly brands. Price-sensitive
customers tend to be expert comparison shoppers. They’ll research four or five different websites
looking for the lowest possible price before making a purchase decision. SHWAPNO always try
to keep price reasonable and affordable.

Time- conscious customer: Those who are more giving more importance on time when they are
purchasing any product. Most people are busy with their job. They are not interested to spend more
time on shopping. So, they prefer that kind of shops which provide all kinds of item in a one place.
SHWAPNO is one kind of that store.

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2.6 SHWAPNO’s Strategy analysis
 Non-Food Department (NFD) strategy:
SHWAPNO came up with a strategy to introduce a new category to increase sales and gross
margin. This is called Non-Food Department (NFD). The goal of this strategy is to increase sales
and improve the brand image of SHWAPNO.

 Utilization of the surplus space:

Management at SHWAPNO thought that the best way to utilize the surplus space at the outlets
was to introduce a category that would increase the gross margin of the company. By increasing
the gross margin of the company, SHWAPNO would be able to overcome the immense interest
payments and turn a profit.

 Business without any monetary contribution:

In this strategy, vendors would provide products at their own cost and SHWAPNO would provide
space and expertise in selling these products. Once the products are sold, SHWAPNO would
receive a portion of the sales proceeds. As for the products that are left unsold, complete liability
for these products would rest with the vendors. This business model proved a win-win for both
parties.
 Hiring new designers:

New designers were hired from prominent design houses of Bangladesh that promote
SHWAPNO’s new brand in the lifestyle category. The designers focused on creating ladies
clothing, products for women, male and children. SHWAPNO’s designers continually churn out
new designs which have captured the imagination of the Bangladeshi public.

 Revenue Generation:
Non-Food Divergence category is the most important category in terms of revenue, potential and
growth in the entire company. SHWAPNO is now not only a place where consumers come to buy
groceries and company goods, but a place where consumers can have purchase a wide variety of
products conveniently.

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2.7 SHWAPNO’s Target Market
SHWAPNO is a classic example of mass marketing that failed to attract the masses. Even though as a price
leader and the strength of almost 3 times the numbers of outlets compared to its nearest competitors it had
its basics right, the problem essentially was the fact that the masses in Bangladesh belong to the lower
income groups and would not come to retails super stores. Even though SHQAPNO still strives to bring the
masses in to its stores its main customers essentially are the lower middle, middle-middle and upper middle-
income groups which constitutes about 28% (Statistics, 2010) of the population. The income of this group
ranges from BDT 25000-40000, BDT 41000- 60000 and BDT 61000-100000. The customers are men aged
between 30 to 40 years and women between 26 to 50 years of age. Working men and women as well as
housewives come to the stores and no specific gender or occupational patterns could be found.

2.8 SHWAPNO’s Marketing Strategy

Retail Strategy
SHWAPNO has a very strong retail presence. It has thrice as many outlets as Meenabazar which
is its strongest competitor in terms of outlets and almost 4 times more than Agora its closest
competitor in terms of sales volume. It has over 60 outlets spread across the most populous
neighborhoods of Dhaka, Chittagong and Sylhet Division. The store layouts are strategically
designed so that high margin items are places at high traffic areas. Promotions for other slow-
moving products are placed near store drivers like beef and fish. Introductory products are placed
near checkout counters and at entry points generate interest.
Brand Name and Logo Development:
Though ACI has a recognized brand name for its consumer and pharmaceutical products its name
has not been tagged with the stores as it is not a very suitable name for a chain store. Almost all
other chain super shops have a one-word name that is easy to remember and the name themselves
suggest that they are a shop (Agora, Meena Bazar) or refers to pleasant experience (Nandan).
SHWAPNO falls in to the latter group as the word literally means dreams in Bengali (linguistic
consideration) and is suggestive of the dream of the Bangladeshi Consumer that fair prices can be
given with a pleasant shopping experience is realized at SHWAPNO. The logo shows a man
reaching for the stars which further reinforces that at SHWAPNO dreams do come true.
Store Design:
The SHWAPNO outlets are designed in a very simple manner. The main aim is to give it a toned-
down exterior so that consumers are not intimidated to enter the store. The interiors are also simple

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but appear colorful because of promotional streamers and banners placed strategically to add
colour and capture attention. All outlets control aroma by using the same air freshener.

Media Strategy and Advertisement

SHWAPNO uses banners, leaflets and signage at storefronts to ensure that consumers are exposed
to their promotions and offers. SMS alerts are also given to regular customers to ensure that they
know of current offers and discounts. With offers that vary every week this are effective ways to
make sure they gain the maximum attention with in the shortest possible time.

2.9 Consumers Analysis

As Shwapno aim is to encourage large sales turnover, their focus is on those income groups who
can afford to buy in large quantities. Therefore, their-marketing strategies are segmented primarily
under the following criterions.
1. Economic status
2. Education
3. Age
1. Economic Status
Person can consider buying an expensive product if he/she has enough spendable income, savings
or borrowing power. Shwapno primarily targets the following classes their customers. They are:
 Middle Class
 Higher-Middle Class
2. Education
The other reason behind choosing the middle and higher-middle class is that they are usually the
more educated among all the other classes, ensure taste and choice according to the management.
3. Age
Consumer needs and wants change with age. SHWAPNO uses age and life cycle segmentation,
offering different products. Surprisingly, the generation factor seems to be affecting the plans of
Agora in a positive way. According to the marketing manager young people are more at home
shopping at SHWAPNO rather than going others

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2.10 SHWAPNO’s Marketing Promotion Tools:
2.10.1 Advertising:
 Newspaper: SHWAPNO mainly use newspaper as their advertising tools. Newspaper
helps the consumer to save time
 Bill boarded: Bill boarded is another advertising tool for promoting SHWAPNO’s
products. After using bill board SHWAPNO able to sell their punjabi and salwar kameez
got double than ever before.
 Catalog: after several years SHWAPNO introduced product catalog in terms of their
marketing promotions. Catalog will basically help customer to save their time by having
look at a glance at the product picture with price quotation.
 Television advertising: SHWAPNO have already gone for TV ad from last Eid al-Fitr
and got good response from the customer.

2.10.2 Sales Promotion

Sales promotion is basically marketing technique that attract customer to take a specific action
such as make purchase.
 Clearance sales event: SHWAPNO lifestyle is going to arrange a clearance sales event
from 18th September, 2014 where they will offer up to 80% discount for the customers.
 Leaflet: at first, they introduced poster as a promotion tools but later they thought that
Poster can create cheap impression upon customer. Then they decided to for leaflet.
 Banners: SHWAPNO can also use banner for their clearance event. For each outlet they
arrange two banners for their outlet. Then they make some dangler to hang in the outlet.
 Colorful t-shirt: for their sales person. These t-shirts will be printed with discount offer
package. These colorful t-shirts will catch the customer’s attention which can manipulate
for the purchase.
2.10.3 Internet Marketing:
The Internet’s dominant role in our lives means that it has become more than just an optional
enhancement to the existing plans of effective marketing campaigns. Online branding and
marketing strategies are now mandatory for the exposure and success of any organization. Internet
marketing is important because it align with the way consumers make purchasing decisions.

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Internet marketing enables you to build relations with customers and prospects through regular,
low-cost personalized communication, reflecting the move away from mass marketing. Internet
marketing enable us to be open for business around the clock without worrying about worrying
about store opening hours or overtime payments for staff. SHWAPNO mainly use social
networking site facebook. They have their own facebook page. They upload all the photo shoot
pictures, packages and offerings in their facebook page. So that customer can choose their products
from their house through social networking site. Catalogs are also given in the facebook page.
From the catalog customer can see price and size details which will help them to select product
within their budget. Marketing products on the internet costs less than marketing them through a
physical retail outlet.

2.11 SHWAPNO’s four Building Blocks analysis:

Superior Quality:
SHWAPNO has a total quality management team that tightly controls and maintain the quality of
all kind of their products. The customer has guarantee to get the good quality of deshi brand
product and also get the post purchase facilities like if they found any problem with the product
they can return the product but they have to do it within fifteen days in terms of nonperishable
goods. SHWAPNO made up mind to make good competition in the market and they are determined
to provide highly quality goods to the customers. Other companies are trying to compete with them
and recently are getting enough close to them.

Superior Innovation:
In the SHWAPNO, they are explored a range of technologies that are reshaping their activities
more accurately and less timely. They are practicing their regular activities through modern
technology. They keep their daily record of purchase and sales volume through computerization.

Superior Efficiency:
SHWAPNO do not keep over stock of their products. They always purchase materials, goods in
the daily basis especially in perishable products. For this at the end of day they have no enough
inventories. They also use expertise employees and gave proper training about materials
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management. The management team also monitoring on records, inventory, employee
performance that’s why they can easily avoid wasting materials, energy, effort, money and time in
doing something or in producing a desired result.

Customer Responsiveness:
Customer responsiveness is the ability of a business to recognize and respond to changing
customer needs. Because the all of the employees in the SHWAPNO were given proper training
about their products, they can easily manage customers. They can understand customer’s intension,
preference and on according that they provide products on respective quality.

2.12 Porter Five Forces Model on SHWAPNO

1. Number of Competitors: Established brands have fewer barriers than others. The rivalry
continues on depending on the industry. In this industry the number of competitors is huge but the
potential customers are few. Some SHWAPNO competitor’s names are given below:
 Agora
 Meena Bazar
 Chaldal.com
 Unimart
 Lavender
 Priyo
 Ekachabazar
 Others
2. Number of Substitutes: All business firms fight with the competitors and try to offer better
product and service. Lower price and higher quality substitutes are always two important criteria
for the customers. Rapidly available products and lower switching cost can be the factors of
stronger substitutes. SHWAPNO’s competition is mainly Dhaka based for this industry because
the potential customer who earns more than 40 thousand monthly resides in Dhaka or Chittagong.
That is why maximum retail stores are situated in two big cities. Non-perishable are available in
every store but the best perishable products are available in SHWAPNO.

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3. Bargaining power of the Buyer: When there are few buyers and they buy large number of
products, they can control the bargain. Again, if there are so many suppliers, buyer can have the
power. Most of the SHWAPNO owns the power of bargaining but sometime it varies. Seasonal
perishable products like vegetables, fruits can be bought in a comparatively lower price. Besides,
SHWAPNO has contract with some fixed suppliers who supply products in a large amount with
an affordable price.

4. Bargaining power of the Supplier: When there are fewer substitutes’ products or suppliers,
the bargaining power is higher. In this case suppliers can threat to change another buyer for a
higher price. Sometimes for the unavailability of the product or the imported product, supplier can
charge a huge amount. SHWAPNO tactfully deals with them so that competitors cannot have the
unique products.

5. Entry barrier: There are some factors those perform as an entry barrier: brand loyalty of the
customers, cost advantage by buying large amount, economies of scale by producing large amount
so that per unit cost decrease, government regulation, switching cost. In this industry entry barrier
is huge because it requires huge amount of investment.

2.13 SWOT Analysis of SHWAPNO:

Investment in supply chain Perishables product Competitors

Lower cost and deeper less outlet STRENGTHS Contract
investment Capture higher Farming
market share

Robust Contract Farming Model Political unrest Price competition with

Increasing Demand & Increasing competitors Increasing real-estate
per capital 11 rental cost
2.14 SHWAPNO’s Competitor Analysis
SHWAPNO’s main Competitor are Meena Bazaar and Agora.

Meena bazar:
Meena Bazaar has 18 outlets spread across Dhaka, Chittagong and Khulna. (Bazaar, 2014). Meena
Bazaar’s target market is mainly the upper middle class, middle class and affluent segments of
Bangladeshi society. Meena Bazaar has focused extensive attention on providing their consumers
with high quality organically produced. it has recently launched free home delivery service and
ordering through the internet in order to take advantage of the booming ecommerce business in
Bangladesh. In store communication and branding are other strong points of Meena Bazaar. It also
has a very efficient inventory management system.
Strengths
 Good Inventory Management System
 Focus on organic products
 Outlet are not rented
 Free online delivery
Weaknesses
 High operating costs
 Reliance on vendors to source products
 Only three outlets are making profits Figure
Agora
In 2001, Agora first introduced in Bangladesh to the concept of super market retail stores. Agora
has around 13 outlets spread across Dhaka and Chittagong. In terms of product displays in their
outlets, Agora is way ahead of their competitors. In the retail industry, proper display of products
is vitally important to ensure sales. Agoras in store communications are quite advanced when
compared to what SHWAPNO usually implements. The greatest advantage is that it has developed
processes in a structured manner, which has enabled them to develop effective key performance
indicators for success in the industry.
Weakness of Agora:
 Late comer for implementing enterprise resource (ERP) planning software.

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  Lack of ERP has had an adverse impact on their performance.
 Failed to attain the share of the market as large as SHWAPNO’s
 Highly dependent on vendors for their perishable and protein products.
 Hard time maintaining the quality of some of their products
 The inventory management system at Agora is also inefficient.

Niche Market Competitors

Niche Market Competitors Other than Meena Bazaar and Agora, all the other retail market
competitors in the industry serve niche segments. Lavender, Dhali, Unimart and Dedar are all
small players in the market. These retail firms concentrate on providing consumers with wide
assortments of imported products at high prices. Their business models depend on selling high
margin items. Local products in these stores are rarely highlighted. Most of the people who come
to these stores hail from affluent areas of Dhaka city. Another strategy these companies use is to
fill their stores with an abundance of products to increase sales. Given their high emphasis on
serving high end consumers with exotic and expensive needs, these stores usually lack properly
developed perishables, commodities and protein assortments. However, these stores enjoy high
popularity and are operating with very healthy profits.

2.15 Comparative Analysis of SHWAPNO over others

Outlet: Compare to other organization such as Agora, Meena Bazar SHWAPNO is in first position
in every aspect. SHWAPNO has over 60 outlets all over 17 districts in Bangladesh, and day by
day the number of outlets is increasing. Market share of SHWAPNO is 35% in modern retail
system. The biggest advantage of SHWAPNO is that, different age and different income group of
people is the target people of SHWAPNO that is the main uniqueness as SHWAPNO.

Decoration: Decorations of SHWAPNO outlets are different than any other super store.
SHWAPNO always try to decorate their outlet in a different way to attract the customers then their
competitors. Likely they decorate their new outlet with balloons and much colorful material.

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Prices: Compare to other super shop, the price of the products in SHWAPNO is less. The
main reason is that SHWAPNO usually collect their products directly from whole seller and
another important reason is VAT. SHWAPNO usually pays the government VAT themselves for
that reason they take less price from the customers.

Advertisement: Promotional activity of SHWAPNO is totally different from competitors.

SHWAPNO always tries to connect with their customers with different occasion. So they always
make different advertisement based on different occasion. From their unique advertisement it
is highly noticeable.

2.16 Comparison of Core competences between SHWAPNO & Meena Bazar:

Characteristics SHWAPNO Meena Bazar

Wide Product Range It provides 20,000 different items It has only 6000 – 8000 of
in each store verity of product

Maintain Quality SHWAPNO always maintain the customer of Meena bazar

quality of its products sometimes faced this problem

Extensive area for It has been made with a plan of Meena bazar is very
shopping maintaining wide area congested

Product differentiation Maintain a varied brands It only keeps some known

differentiated products brands and rest of their own
products

Investment in decoration It has a plan of doing investment But Meena bazar has no focus
more in decoration of their shop on that

Home delivery facility It does not give the service of It has recently launched free
home delivery home delivery service

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 Chapter 3: Human Resource Management Strategic Approach

3.1 Selection:
The selection process refers to the steps involved in choosing people who have the right
qualifications to fill a current or future job opening.

3.2 Selection Process of Sales Associate in SHWAPNO:

The human resource department of SHWAPNO think that selection process is one of the crucial
part of the Sales Associate recruitment; because if the sales force is not recruited efficiently then
the organization may get hampered. So, recruitment and selection team ensure that the applicants
who are selected must be capable enough to provide extensive customer service and maintain the
organization’s image, reputation and culture. To choose the right candidate in right way selection
process is divided into some steps. Those are:
1. Sort resumes to short list candidates for interview
2. Interview of candidates
3. Pre-Service Training for selected candidates
4. Reference and Certificate Check
5. Job Offer

Selection process is described below:

Sort resumes to short list candidates for interview:
The first step is to sorting the all resumes to short list the potential candidates according to the
requirements which was provided in the job posting. So while resumes are screened, recruitment
and selection team become concern about the education, experience, age, grooming etc.
Interview of candidates:
Once the potential candidates are short listed from the huge number of applicants, then they are
informed about the interview date and time through phone calls to each candidate with detail. each
candidate is interviewed separately by the interview panel. The panel judges the language skills
proficiency, way of speaking, pronunciations, smartness, cooperativeness, eye contact, knowledge
about customer service and other interpersonal skills as well.

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Pre-Service Training for selected candidates:
Pre-service training is provided to candidates who are selected from the interview. It is a 2days
training session where master module is followed. The training contains organization information,
product knowledge, sales policy, customer service.
Reference and Certificate Check:
After the selection is done through the test; then the HR team carries out the background
investigation of the potential candidates by checking their all certificates, references.
Job Offer:
After the verification of the certificates and references the candidates finally become eligible to
join the sales associate team of the SHWAPNO; so, they are requested to carry the joining
procedure of the SHWAPNO.

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 Chapter 4: Findings and Recommendation

4.1 Findings
After analyzing data we find various problems and their solution, such as:-
 Females are more interested to go super shops
 We find that which peoples are visit there most of them are young
 We find that service holder is top of the other occupation group
 Shwapno is one where approximately 33% respondents are going for their daily shopping
 63% (approximately) respondents have said that, they informed about this shop from their
family member/friends who have already visited this shop
 80% People have said that, the Location is very important factor other than the product
availability in selecting a departmental store.
 30% respondents are totally neutral for supporting Local Acceptance
 We can say that External Outlook is important for selecting a departmental store.
 Parking is moderately important for everyone
 Every customer wants to buy product in Reasonable Price and that’s why 97% people said
that Reasonable Price is very important in super shop’s product for their satisfaction
 Baby Care is moderately important for everyone
 Through our survey we can say that Security is very important for everyone
 Interior Decoration is important for every respondent
 Billing Statements is very important for all super shops customers

4.2 Recommendation
 Improve Supply chain and inventory management processes.
 They should use brand endorsement by celebrities. Use pictures of celebrities on
Shwapno’s banners with catchy slogans. Given the diverse localities where Shwapno
operated at least 3-4 spokespersons should be used. For example, Hasan Masud for old
Dhaka outlets, Bipsha Hayat for Gulshan, Banani and Uttara outlets and Momtaz for their
outlets in the outskirts of Dhaka.

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  Analyse consumer needs and design product assortment accordingly.
 Extensive training and development for the support and front-end staff is needed to ensure
quality service.

 To get proper success in any particular work, faster work execution is needed to a great
extent. If the execution gets faster than it will be very profitable for the company.
 Sales officer should visit more corporate offices to get the potential clients.
 All the decision should be made based on the company policy. If that is done and problem
occurs in the future then we can always depend on the company policy.
 If the employees find themselves more serious and focused towards work then it will be
more profitable for them as well as for the organization.
 If the software is updated, the work can be completed in a faster way.
 The sales dept. should go for recruitment process for the vacancy position in order to make
work effective.

Conclusion

Initially during its inception, SHWAPNO had a rocky start. Only under the stellar and inspiring
leadership of the current Executive Director Sabbir Hasan Nasir has SHWAPNO been making
inroads to realizing the dreams and aspirations of its founders. Much of SHWAPNO recent success
rests with the innovative business strategies employed by the company. The company entered the
industry much later than its main rivals and even with this handicap they have been able to capture
by far the largest market share (35%). The retail industry is undergoing massive changes.
SHWAPNO needs to remain dynamic to secure its present dominance in the market into the future.
However, SHWAPNO faces many challenges in the near future. Specially they big plan for their
lifestyle products as it is giving highest Gp then other category. Though they are doing some
promotional activities for lifestyle but they should come up with even more ideas for their
promotional mix. If SHWAPNO is able to overcome all the difficulties mentioned above, there is
no doubt that within a short period time, the company will have insurmountable advantages in the
market.

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Shwapno. (2009). About Us: Shwapno. Retrieved 05 21, 2012, from Shwapno Website:
http://www.shwapno.com/about.php

Statistics, B. B. (2010). Household Income and Expenditure Survey . Retrieved 05 22, 2012, from
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http://www.bbs.gov.bd/PageReportLists.aspx?PARENTKEY=66

Bazaar, M. (2014, July 4). Outlets. Retrieved from Meena Bazaar:

http://www.meenabazar.com.bd/meenabazar-outlet

Iqbal, A. (2014, June 28). Profile of Asif Iqbal. Retrieved from Linkedin:
http://bd.linkedin.com/pub/asif-iqbal/23/378/ab0

Nasir, S. H. (2014, February 9). Retail Scenario in Bangladesh. (S. S. Rahman, Interviewer)

Renée Mauborgne, W. C. (2004). Blue Ocean Strategy. Harvard Business Review.

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http://www.rahimafrooz.com/OurBusinesses/Companies/RahimafroozSuperstoresLtd/
tabid/112/Default.aspx

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