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Supply Chain Management

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A Report on Supply Chain Management System of Agora


The success of this report depends on the contribution of number of people specially my group members who have shared their thoughtful guidance and suggestions to complete this report First; we express our sincere gratitude to our honorable course teacher Mr. Mahabubur Rahman for his valuable contribution to the preparation of this report. He has been gracious enough to spare time out from his busy schedule for giving us all the necessary assistance throughout the entire period of the report writing time. Without his valuable suggestion and help this report might not have been a comprehensive one.

We would like to give special thanks to Mr. Harunur Rashid, Head of finance & accounts of Agora for giving us time from their very busy office work to discuss the things & have guided us by giving useful suggestions and providing us data and relevant information for completing this report. We would also like to thank
Mr. Bajan saha, accounts manager of Agora for giving us some important information about the official procedure and inspiration techniques of Agora to complete this report. They shared their practical experiences and talk about their loyalty and commitment towards the organization. .All of our group members supported each other, throughout the making of this report and completing it successfully. We have done some group discussions, where we shared each other‘s views on the different issues to complete this report.

Executive Summary

Agora is the largest retail superstore in Bangladesh. Agora‘s interior is similar to most supermarkets in design and layout due to trends in marketing. It produce tends to be near the entrance of the store. Various kinds of products and services are sold (at least 2500 products and services). Milk, bread, and other essential items are located in the rear and other out of the way places. This is purposely done to ensure maximum time spent in the store, strolling past other items and capitalizing on impulse buying. The front of the store or Front-End is where one might find point of sale (POS) machines or cash registers. Agora has plans to implement self-checkout devices in their stores in an attempt to reduce labor costs as well as bringing complete customer satisfaction. Understanding the historical context from which some of today's organizational structures have developed helps to explain why some structures is the way they are but Agora using a structured which is more horizontally capitalizing on the innovativeness of their employees. Part of the reason, as this section discusses, is that organizational structure of Agora that has a certain inertia the idea borrowed from physics and chemistry that something in motion tends to continue on that same path. Because of this unique management process they have become the leading superstore in the Bangladesh. The managers of Agora have to make decisions as they develop an organizational structure, although they may not be explicitly aware of these decisions. Agora is synonymous with market at low prices and name brand quality products.

The company basis of success and foundations cannot be credited to the current management. Agora formula for success simply put is their relationship with customers, employees, and technology that assists in forming relationships with their suppliers; places Agora as the top discount retailer, history-development, and Growth Sam Agora to become the top discount retailer. The Mega Corporation has eliminated top competitors such as Nandan and PQS to reign supreme over the discount retailing market. Following international trend, discount retailing evolved due to frugality during year 2000. Agora opened the first outlet in Dhanmondi in 2000. And see what the company could do to improve. Agora needs to do research on the locations that it moves to. The customs and the people need to be thoroughly looked into so a new store opens as smoothly as possible. Meeting could be held with business owners and locals to answer in questions or concerns. Relationships need to be looked at closely especially between the employees and suppliers so that it becomes one of give, take, and trust and not so one sided.

Chapter One
1.0. Introduction

1.1. Origin of the Report

This report has been prepared to make a study on “Critically Analyze the Procurement Process of Agora”as a part of the fulfillment of assignment required for the completion of the MBA program of the business faculty of Supply Chain Management Studies of The University of Asia Pacific. The report was prepared under the supervision of Mr. Mahabubur Rahaman, Adjunct Faculty of the University of Asia Pacific. We are very much thankful to him for assigning such types of project work.

1.2 Objective of the Report:
The main objective of the report is to find out the supply chain management system of Agora. Our honorable course teacher assigns us to prepare this report so that in the job market we can perform effectively and efficiently and also enlighten the goodwill of our university as well as our teachers. Other objectives of this report are, * To know the business process of Agora. * To know the organizational structure of Agora. * To know the product of their store which is offering to the customers? * To know the marketing strategy of Agora. * To know the product promotion strategy of Agora. * To know the communication structure of Agora. * To know their additional services of Agora. * To know their latest lunching product of Agora. * To know its information system. * To know their office management * To know their control system * To know their strength, weakness, opportunity & threats * To know their Security system etc. * To make a recommendation for Agora.

1.3 Methodology of the Report
Data Collection Techniques: * Observation:
We were visited Mohammadpur, Dhanmondi branches of Agora that time we mainly observed their products, products prices, their shop‘s environment as well as their product prices.

* Secondary information:
Secondary information has collected by reviewing websites, journals, brochures and some other relevant documents. Sources of data collection: * Primary

The primary information is gathered through informal interviews of the employees working over there under management level, their sale persons who are directly involved with selling product and also observation while physically visiting the office premises. * Secondary Secondary sources had also used to collect information. Secondary sources include: Features and articles published in newspapers and other journals visiting website of Agora super store.

Sampling Plan:

* Sampling Procedure: The sampling procedure has been conducted on the Deliberate Sampling method has used where the respondents and the interviewees are considered on my convenience and priority. * Sampling Unit: In order to carry out the term paper work, the study was focused on taking the interviews of the Personnel involved in the different departments of Agora Mohammadpur and Dhanmondi Offices.

1.4 Limitation of the report:

In every term paper or 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 Agora 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. * To know the information of Agora we had to Mohakhali branches of Agora. This place is restricted for outsider. This is not their shop. This is their office. So it was quite difficult to gather information. * Our group members were so busy because they had to make 2 or 3 reports. That‘s why it was quite difficult to regroup and group study for making report. * We did not have any proper financial support and limitation of time is also a barrier for making this report.

Chapter Two
2.0 An Overview of Agora

2.1 About Agora:

Bangladesh entered the supermarket era on August 24, 2001 with Rahimafrooz Superstores Ltd. launching Agora, a retail chain superstore in Bangladesh, introducing a new way to shop. The company has already opened four outlet Rifles Square, Gulshan Avenue, Maghbazar and Mirpur Zoo Road in Dhaka and many more are in progress in Chittagong and other cities of the country. The superstores are open from 9 am to 8 pm every day. Rush of customers is experienced in the morning and evening. Most of the employees of Agora are young and well-educated, some with Masters and MBA degrees. Agora superstores are currently focused in food retailing a wide variety of fresh vegetable, fruits, meat and fish to grocery, bakery, dairy, personal and household products. Agora provides its customers with guaranteed quality and freshness. It carries more than 30, 000varieties of products and has plans to expand its product portfolio to carry other ranges of consumer products in the coming years. It aims at building a chain of more than 40 super stores by year 2010.Other supermarket brands have since emerged but Agora continues to be the leader and trendsetter.

Agora has been the venue of launching of Thai products, which have by now become commonplace. Californian apples were launched here as have been Agora buys products direct from the growers, which benefits the latter as well as the customers. The products are procured under the direct supervision of its officials who maintain strict procurement and marketing standards. Products on themselves are regularly monitored for expiry dates. Australia‘s red apples, and crystal products from France were unveiled here. Unilever chose to launch L‘Oreal range of cosmetics at Agora superstores. The big- sized Boroi so common in the market was launched here.

Recently the scientist behind the cultivation of Strawberry in Bangladesh launched the delicious fruit at Agora. Over 8 million have purchased products at Agora since the opening of Agora‘s fist superstore, with 2,000 customers using the Agoras every day on an average. Rifles Square and Gulshan supermarkets pull more crowd than the other two. Customers prefer using both cash and credit cards. Agora constantly launches attractive promotions like Bazimat, Value Week or Super Value Offer or Diamond Ring Offer. The promoter of the Agora project, Rahimafrooz, is one of the most respected companies in Bangladesh manufacturing and marketing stored power systems for the automotive industry. All of Rahimafrooz‘s activities are in the service sector, focusing on consumers, an official of Agora‘s operating company Rahimafrooz Superstores Ltd. said. The Agora project was a ground-breaking project that underlines the potential for harnessing the latent market in Bangladesh, said an executive of a leading corporate house adding, they have produced a service offering of international standard.

2.2 Corporate Information:

The Rahimafrooz journey dates back to the early fifties when Late Mr. A C Abdur Rahim founded a small trading company and paved the way for making of one of today‘s leading Bangladeshi business conglomerates. Over the decades, Rahimafrooz has grown in size, scale, and diversity. The Group today has seven Operating Companies (SBUs), three other business ventures, and a non-profit social enterprise. As of 2007, the Group currently employs more than two thousand people directly and a further twenty thousand indirectly as suppliers contractors, dealers and retailers.

Rahimafrooz operates in three broad segments automotive aftermarket, power and energy, and retail. While our Group activities are coordinated from the Rahimafrooz Corporate Office (RACO), we have eight Strategic Business Units (SBUs), three other business ventures, and a not-for-profit social enterprise. Rahimafrooz strengthened their market leadership at home while reaching out to international markets. Ranging from automotive aftermarket products, energy and power solutions, to a world class retail chain the team at Rahimafrooz is committed to ensuring best in class quality standards and living the Group‘s four core values – Integrity Excellence, Customer Delight Innovation.

2.3 Organizational Structure:

Number of Agora branches:

Vision statement of Agora:

To give customers confidence and establish an environment of trust .

Mission statement of Agora: Offer better range of quality products. Establish rational prices &
Offering a clean, healthy and a friendly environment to customers for shopping

Interior of Agora:
(at first photo asbe)

Agora‘s interior is similar to most supermarkets in design and layout due to trends in marketing.It produce tends to be near the entrance of the store. Milk, bread, and other essential items arelocated in the rear and other out of the way places. This is purposely done to ensure maximumtime spent in the store, strolling past other items and capitalizing on impulse buying. The front of the store or Front-End is where one might find point of sale machines or cash registers. Agorahas plans to implement self-checkout devices in their stores in an attempt to reduce labor costs aswell as bringing complete customer satisfaction.

Product Scheme:

Agora typically sells many different types of items, such as:
Baby Care
Pampers,Saudi S-28
Johnson Baby Pink Lotion
Johnson Baby Powder
Rok Wetty Wet Tissue
Johnson Baby Oil
Johnson Baby Milk Bath
Johnson Baby Shampoo
Johnson Baby Lotion
Tollyjoy Baby Wet Wipes
Pampers,Saudi Junior 17
Pampers,Saudi L-19
Pampers,Saudi Ea-18
Pampers,Saudi M-20

Horlicks Malt Drink ,800g Glass Jar
Horlicks Malt Drink ,400g Glass Jar
Nestle Milo,500g Tin (Malayasia)
Viva Malt Drinks 450gm Bott
Rooh Afza Sharbat 750ml
Viva Malt Drinks,800gm
Junior Horlicks 400 Bib (Pack)
Boost Malt Drink 200g Bott
Boost Malt Drink 400g Bott
Mothers Horlicks Malt Drink 400g
Maltova Malt Drink 200g
Maltova Malt Drink 400gm
Horlicks(Bib) Malt Drink 400gm
Mothers Horlicks 200g
Complan Chocolate 200gm Jar
Complan Chocolate Flvr.350gm Bag In Box
Complan Natural Flavour 350g bag in box
Horlics Chocolate Flavor 450gm
Complan Chocolate 400gm Jar
Maltova Malt Drink 450gm Bott
Complan Strawberry 500gm Box
Complan Mango 500gm Bag In Box
Milo 250gm Tin
Milo 200g Pack

Toblerone Chocolate 35gm
Maltesers Chocolate Aus 37gm
Ferrero Rocher Chocolate
Guylian Perles Docean
Tudor Gold Hazel Eclairs
Ferrero Rocher Chocolate
Ferrero Rocher Chocolate 16pcs Packet
Guylian Twist
Choc Coin (All Flavour) 240g Box
Mentos Sugar Free Chewing Gum 10g (7pcs)
Kopiko Candy
Centerfresh Liquid Filled Gum
Gandour Gum Fruit 16.20gm
Wrigleys Extra Prof Sugar Free Gum 12pcs Pk
Tango Almond Nut Chocolate 100g Bar
Cloud-9 Chocolate 30g Pkt
Umbrella Chocolate 25g Pk
Tango Max Crunch Hazelnut 80g Pk
Kent Relax Sugar Free Gum 25g Pkt
Choc Coin (20pcs) 80g
Galaxy Smooth & Creamy Milk 40g
Vochelle Dairy Milk Bar 50gm
Happydent Sugar Free Chewing Gum
Tango Light Mango Chocolate 137g
Tango Light Banana Chocolate 137g
Vecof Milk Toffee 250g
Alpenliebe Origianal 165pcs Pouch
Alpenliebe Lollipop La Cream 30pcs
Soft Orange Candy -Malaysia 200gm
Fruit Jelly Beans Malaysia 200gm
Kunuz Chew Gum Orange 25gm
Gandour Gum Cinnamon 16.20gm
Gandour Gum Mastick 16.20gm
Crispy Chocolate 50g Bar
Gandour Pik-One Wafer Bar 24g Pk
Gandour Safari Chocolate Bar 30g Pk
Gandour Safari Chocolate Bar 30g Pk
Tango Hazelnut Chocolate 50g Pkt

Dewlands Mango Juice
Dewlands Mango Juice 1ltr T.Pack
Cyprina Mango Mixed Juice
Country Fresh Apple Juice
Cyprina Apple Juice
Dewlands Red Grape Juice
Tang,750g Poly Pack
Dewlands F.Cocktail Juice
Berri Grapefruit Juice
Schweppes Ginger Ale
Berri Grapefruit Juice
Tiffany Mango Juice 1ltr T.Pack
Tang Instant Orange Drink
Tang Orange,750g Jar
Foster Clarks Mango Inst. Drink 900g Tin
Schweppes Tonic Water 330ml
Foster Clarks Inst.Orange Drink ,1.5kg Tin
Foster Clarks Inst.Mango Drink 1.5kg Tin
P&N Crush Orange
Zam Zam Cola 250ml
Frutika Mango Drink 250ml Pet Bott
Frutika Red Orange Drink 250ml Pet Bott
Frutika Mango Drink 1000ml Pet Bott
Pepsi 2000ml(2ltr) Pet Bott
7 Up 2000ml(2ltr) Pet Bott
Pran Guava Juice 250ml Pkt
Foster Clarks Lemon Instant Drink 750g
Foster Clarks Mandarin Instant Drink 750g
Foster Clarks Mango Instant Drink 750g Jar
Foster Clarks Orange Instant Drink 450g Jar
Foster Clarks Orange Instant Drink 750g
Foster Clarks Orange Instant Drink 900g Tin
Pran Orange Juice 250mlcan
Nutri-C Instant Drinks 250g Pkt
7 Up 1000ml Pet Bott
Fosrter Clarks Instant Pineapple Drink750g
Foster Clarks Instant Mango Drink 450g Jar
Virgin Cola 500ml Pet Bott
Country Fresh Orange Juice Aus 2ltr Pkt
La Ice Cola375ml
La Diet Ice Cola 375ml
Schweppes Soda Water 330ml
Delmonte Prune Juice 946ml USA
Schweppes Bitter Lemon - 330 Ml
Golden Circle Ginger Ale 375ml
Dewlands Orange Juice 1ltr T.Pack
Dewlands Apple Juice 1ltr T.Pack
Dewlands Guava Juice 1ltr T.Pack
Evian Natural S.Water 1.5 ltr
Cyprina mango mixed (orange & apple) juice 1ltr t. Pkt
Foster Clarks P&A Ins.Drink 750g Jar
Tipco Pineapple Juice 1ltr T.Pack
Tipco Gauva Juice 1ltr T.Pack
Redbull Energy Drink - Aus 250ml
Rock Energy Drinks 250 Ml Can
Rc Royal Cloudy Lemon 250 Ml Can
Rc Cola Diet 250ml Can
Royal Crown C.Soda Drinks 250ml
Rc Cola 1.25lt Pet Bott
Rc Q Upper 10 1.25ltr Pet Bott
RC Cola 500ml Pet Bottle
Mum Natural Drinking Water500ml Pet
Mum Natural Drinking Water 1500ml
Rasna Instant Drink Orange (Refill) 500gm
RC Q Lemon 500ml Pet Bottle
Super Fresh Mineral Water 2ltr Bott
Super Fresh Mineral Water 1ltr Bott
Tiffany Orange Juice 1ltr T.Pack
Sprite 1.5ltr Pet Bott
Pran Mango Juice 250ml Rtd Pkt
Pran Mango Juice 250ml Nr Bott
Pran Mineral Water 600ml Pet Bott
Pran Mineral Water 2000ml Pet Bott
Pran Cola 1000ml Pet Bott
Pran Junior Juice Pack 125ml
7 Up Ice 500ml Pet Bott
Mojo 500ml Pet Bott
Mojo 1000ml Pet Bottle
Mojo 2000ml Pet Bott
Lemu 500ml Pet Bott
Lemu 1000ml Pet Bott
Lemu 2000ml Pet Bott
Pran Frooto Juice 1000ml T.Pack
Acme Orange Juice Premium 1000ml
Acme Mango Orange Juice 1000ml
Acme Mango Juice Premium 250ml
Shark Energy Drink Powder 4gm*6 Box
Nutri-C Instant Drink 750g Jar
Coca Cola 1ltr Pet Bott
Danish Mango/Orange Juice 250ml Rtd Pkt
Pepsi 500ml Pet Bott
Mirinda 500ml Pet Bott
Pepsi 1000ml Pet Bott
Shezan Mango Juice 200ml Gb
Shezan Mango Juice 250ml Rtd Pkt
Shezan Mega Juice (Mango) 900ml Btl
7 Rings Mango Juice 2ltr. Pl. Ctnr
7 Rings Orange Juice 2ltr Pl Ctnr
Nutri-C Instant Drink 350gm Pk

Rui fish

Malta Yellow
Apple Gala

Health Foods
Canderel 75g Jar (Germany)
Ahmed Orange Diabetic Jelly 500g Jar
Tripti Chiratar Dal 25g Pkt
Koli Spice Yosuf Gool Bhushi 100gm
Ahmed Apple Diabetic Jelly 500g Jar
Ahmed Guava Diabetic Jelly 500g Jar
Radhuni Diabetic Firni Mix 60gm
Ensure Powder Vanilla 400gm Tin
Tripti Esubgul Bhushi 250gm
Mm Youshubgul Bhushi 100g Pkt
Zerocal Sachet Pack

Beef Boneless
Broiler Chicken Skinless
Sper Meat(Bone In)
Dressed Chiken (Bangladeshi)
Mutton legs
Mutton cubes
Oils / Fat
Rupchanda Soyabean Oil 5 ltr Pet Bott
Red Cow Butter Oil (Nz) 900gm Tin
Radhuni Mustared Oil 1000ml
Rupchanda Soyabean Oil 5ltr Hdpe Bott
Red Cow Ghee (Sd) 900gm Tin
Kushtia Special Ghee 500gm
Rajbari Ghee
Red Cow Butter Oil (Nz) 450gm Tin
Lucy Oliva Pure
Teer Mustard Oil 900ml Pet Bott
Teer Mustard Oil 0.5ltr Bott
Teer Soyabean Oil 5ltr Pet Bott
Pran Mustard Oil 250ml
Pran Mustard Oil 500ml
Rupchanda Pure Soyabean Oil 2ltr
Radhuni Mustard Oil 500ml
BD Food Mustard Oil 200ml
BD Food Mustard Oil 450ml
BD Food Mustard 900ml
Aarong Ghee 900gm Tin
Teer Soyabeen Oil 900ml Pet Bott
Mm Baghabari Ghee 900gm
Mm Baghabari Ghee 450gm
Mm Baghabari Gawa Ghee 225 Gm

Powder Milks
Dano Milk Powder 2kg Tin
Dano Super Inst Milk Powder 1800g Tin
Diploma Powder Milk 1kg Pkt
Diploma Powder Milk 500g Pkt
Nido Full Cream Milk Powder 1 kg Tin
Dano Low Fat Milk Powder 400gm Pkt
Dano Milk Powder 1kg Pkt

Agora Super market controversy:
Friends of the Earth campaign logo, in their bid to highlight their claim of an Agora monopoly.Agora is increasingly a target for people in Dhaka who disapprove of the effects supermarketchains can have on farmers, suppliers and smaller competitors: The group has been criticized for its tactics, including allegedly misleading consumerswith a "phony" price cut. However, while individual cases can be cited, Agora along with the other major supermarkets is experiencing price deflation.

Agora's 2004 Administer acquisition led to local and national protests. Agora's other storeopenings and expansions are sometimes contested by campaign groups. These campaignshave not hindered Agora's expansion programmers very much. Agora is also censured by those who think that it infringes upon the interests of farmer sand smaller suppliers. The company responds by claiming that it follows industry-best practice and sources locally where it can to meet customer demand. In March 2005 the Office of Fair Trading published an audit of the workings of its code of practice on relationships between supermarkets and their suppliers. It reported that no official complaints had been received against Agora or any of the other major supermarkets, butthe supermarkets' critics, including Friends of the Earth, contested that suppliers were prevented from complaining by fear of losing business, and called for more rigorous supervision of the supermarkets. A further report by the Office of Fair Trading in August2005 concluded that the aims of the Code of Practice were being met. In May 2004, Agora announced it was reducing sick pay in an attempt to reduce levels of unplanned absence, which led to concerns over employees continuing to work despite poor health (faced with a reduced income otherwise).


Supply chain strategy of agora:
Here we will mainly discuss the distribution process of Agora‘s product to their customer. Actually Agora doesn‘t produce any product. They buy their product from local market than they refine their product for their customer. Then they store their product at their show room. Then they rearrange their product under their whole branches. Then they sell their product to their customer. Their main motive is ―we will your product.
Local Market

The marketing strategy of agora:
In this part of this report we will describe agora‘s packaging and branding system, how they position their product, how they distribute their product, how they communicate with consumers.

After collecting grocery products, it is purified, graded according to size (for example potato,fish, and spices) and then it is sold in particular packets with reasonable price. For fish it is keptin ice rapping with packet.

Agora maintain Brand image. Their motto in branding is ―right price right quality”
Removing the fear of customer about product‘s quality. They always try to sell brand products which assure good product and service quality. For which every year they are adding many local and foreign products and service to customer. For adding new products they run survey on consumer to know their expected products.

Marketing process:
Marketing processAt first they do marketing their products and then they turn their activities in operation and afterthat they ensure the availability of that product when the consumers want these products Agora's growth over the last 6 years has involved a transformation of its strategy and image. Its initial success was based on the "Pile it high, sell it cheap" approach of the founder management of Rahim Afrooz. The disadvantage of this was that the stores had apoor image with middle-class customers. In the year 2001 Agora's brand image was so negative that consultants advised the company to change the name of its stores. It did not accept this advice, yet by early 2003 it was the largest retailer in Dhaka, with a 29.0%share of the grocery market according to retail analysts TNS Super panel, compared to the16.8% share of ASDA and 15.6% share of third-placed NANDAN, which had been the leading competitor until it was beaten by Agora in 2004.

Key reasons for this success include: An "inclusive offer". This phrase is used by Agora to describe its aspiration to appeal toupper, medium and low income customers in the same stores. According to Citigroupretail analyst David McCarthy, "They've pulled off a trick that I'm not aware of any other retailer achieving. That is to appeal to all segments of the market‖. By contrast ASDA's marketing strategy is focused heavily on value for money, which can undermine itsappeal to up market customers even though it actually sells a wide range of up market products. During its long term dominance of the supermarket sector Nandan‘s retained an image as a high-priced middle class supermarket which considered itself to have sucha wide lead on quality that it did not need to compete on price, and was indifferent toattracting lower-income customers into its stores. This strategy has been abandonedsince losing the number 1 spot to Agora and particularly since the adaption of newmanagement in 2004 that has established a new customer-focused strategy closer to thatof Agora

One plank of this inclusively has been Agora's use of its own-brand products, includingthe up market "Finest" and low-price "Value". The company has taken the lead inovercoming customer reluctance to purchasing own brands, which are generallyconsidered to be more profitable for a supermarket as it retains a higher portion of theoverall profit than it does for branded products.

The management in the mid 2000 has taken the bold step of trying not to focus on theusual corporate mantra of "maximizing shareholder value". The company's missionstatement reads, "Our core purpose is, 'To create value for customers to earn theirlifetime loyalty'. We deliver this through our values, 'No-one tries harder for customers',and 'Treat people how we like to be treated'". The underlying aim is of course to makehigher profits, but there is a clear focus on customer service at the top level of the company.

The Company has a three-pronged strategy:

Core Dhaka business" - That is, grocery retailing in its home market. It has beeninnovative and energetic in finding ways to expand, such as making a large-scale moveinto the convenience-store sector, which the major supermarket chains have traditionallyshunned

"Non-food business" - Many supermarket chains have attempted to diversify into otherareas, but Agora has been exceptionally successful. By late 2004 it was widely regardedas a major competitive threat to traditional high street chains in many sectors, fromclothing to consumer electronics to health and beauty to media products. Agora sells anexpanding range of own-brand and as well as local and international non-food products,including non-food Value and Finest ranges. It also has done quite well in non-food salesin Ireland. CDs are one of the best examples, with Agora Gulshan promising to sell allchart CDs (except compilations) for Tk.50.00 compared with local Music Stores sellingthe same for around Tk. 70.00.

"Retailing services" - Agora has taken the lead in its sector in expanding into areas likedairy and utilities. It usually enters into joint ventures with major players in these sectors,contributing its customer base and brand strength to the partnership. Other supermarketsin Dhaka have done some of the same things, but Agora has generally implemented themmore effectively, and thus made most profit.

Communication strategy of AGORA:

Major Advertisement tools:Print Media
1) Newspaper (daily prothom alo, jugantar, daily star etc)2) Magazine (adandaloc, weekly2000 etc)
Broadcast media
1) Television (channel I telecast program based on agora 3times isweek, recently it is off.)2) Radio (FM Radio today, ABC, and FURTI).
Internet and website
: in website agora has own website whichthey provide variety of information about agora.
Sales promotion
: Type of sales promotion,Consumer promotion 1) in special occasion like Eid, Christmas and after 2or3 month laterthey provide discount on buying certain amount of product.2) If anyone buys membership card, he or she get the 400tk valuedgift on buying 20000tk valued products or service.
Major Public relation tools:
In public relation, Agora sponsors the various kinds of events suchas: concert is Fantasy kingdom, Nandan and various social activities such as blood donation etc.Besides it has own website by which they make relation with consumer. By personal relationAgora want to build a good corporate image in consumers and in the all superstores.
Direct marketing:
In direct marketing to communicate with consumers Agora direct mail, SMS,e-mail etc.


A SWOT analysis identifies and assesses the strengths, weaknesses, opportunities and threats anorganization faces. SWOT analysis of the Agora illustrates to upper management what thecompany is excelling in, what improvements need to be made, where growth is possible andwhat preemptive measures need to be taken to protect shareholder or company value.

(akhane swot ar picture add hobe)

Chapter Four4.0 Findings4.1 SWOT Analysis of Agora
A SWOT analysis identifies and assesses the strengths, weaknesses, opportunities and threats anorganization faces. SWOT analysis of the Agora illustrates to upper management what thecompany is excelling in, what improvements need to be made, where growth is possible andwhat preemptive measures need to be taken to protect shareholder or company value.

They follow "Pile it high, sell it cheap"

Approach of the founder management of RahimAfrooz.

They build up a very strong relationship with thecustomers.

That is the main strength of their business.

4.1.2 WEAKNESS:  The disadvantage of Agora‘s approach that is ―Pile ithigh, sells it cheap‖ was that the stores had a poor image with middle-class customers.

In the year 2001 Agora's brand image was so negativethat consultants advised the company to change thename of its stores.

As all the leading retail stores are Dhaka based.

Most of them do not have any outlet in any otherdistricts.

Except Chittagong, Agora is going to launch four newretail stores in the main districts of Bangladesh.
4.1.4 THREATS:

Rising prices of raw materials and fuels.

Change in fiscal benefits/ laws.

People attraction and retention.

Chapter Five
5.0 Recommendation and Conclusion

With multiple stores in Dhaka, Agora is a leader in superstore retail organizations. Thecombination of quality and price under various brand name offers customers value for theirmoney. We have examined and evaluated the operations of Agora, LTD including its strengthsand weaknesses. we recommend the following in order to ensure continued success for the futureof all Marks and Spencer stores:

Find alternative sources to supply resources to Marks and Spencer stores abroad.

Increase marketing efforts.

Strengthen existing resources, add complementary resources, and develop new resources.

Evaluation of Current Objectives and Current Strategy.
5.2. Conclusion
The name of Agora is entwined with the glory of- the Agora‘s marketing policy ―to create a better environment for consumers‖. A man gifted with an inherent entrepreneurial sense, Late A. C.Abdur Rahim, the founder of Rahim-Afrooz started a trading house in 1973, which continued toexpand in scope and nature as time went along. In 2000, Agora was introduced to the world. Thesuccess was immediate as there was a demand for such business in the local market. Agora'sstate-of-the-art technology and creative strategy gave it an edge ocher its competitors at localmarket.Agora is a Dhaka-based supermarket chain. It is the largest retailer, both by local sales and bydomestic market share, and the the largest retailer in Dhaka leaving behind PQS, Meena Bazar,Nandan Mega Shop, Pacific, Pick and Pay, Etc, Shop & Save and others.Originally specializing in food, it has moved into areas such as clothes, consumer electronics,consumer financial services, selling and renting DVDs, compact discs and and consumer telecomaccessories

Agora Ltd. is an enterprise that combines industry and trade, mainly engages in retailing thequality products at the most lowest price in the market. The management of Agora, was anenthusiastic advocate of trading stamps as an inducement for shoppers to patronize their stores:They signed up with all types of quality products manufacturer, and became one of the company‘s larg est clients. But the management was a fan of pile it high and sell it cheap, and inthe mid-2000 Agora faced many cost problems associated with not properly integrating itspurchased chains of stores. When the firm overstretched itself opening few more outletsthroughout the city, management consultants were called in to sort out the mess. In 2001 Agoralaunched Operation Checkout, an across the board price cutting campaign aimed at counteringthe threat from the new breed of discounters such as Kwik Save.Facing the world and looking beyond, Agora will always maintain the pure-hearted, enterprising,quality and struggling spirit make efforts to scrupulously abide by our goodwill, create splendidfuture together with you in management vision of joint development, joint prosperity and mutualbenefits!


Mr. Harunur Rashid Head of finance & accounts Agora, Dhaka.2. Mr. Bajan saha Accounts manager Agora, Dhaka.3.
4. 5. 6.

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