report of agora on customer satisfaction

8/12/2019 Report of Agora on Customer Satisfaction

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/[p;p[p-0o.lllllllllll.xx

CUSTOMER SATISFACTIONOF

SUPERSHOP (AGORA)

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Subj!"# Sub$%&&%o' o " *u&%'&& Pl+'

Dear Sir,

I would like to thank you for giving me the wonderful opportunity to submit this Plan as an

academic requirement of our achelor of usiness !dministration Program" #ith the due

concern of my e$ternal evaluator %r" &abibul Islam 'utul, Store in ( )harge, *!&I%!+*-

S.P/*S'*/S 0'D"11 ulshan !venue" I am submitting the report entitled as ,T

Cu&"o$ S+"%&+!"%o' o Ao+.

'he researcher will always be available for any supplementary interpretation or clarification that

you may require"

I will be grateful to you if you cordially evaluate my research work on the above mentioned

topic"

'hank you"

3ours Sincerely,

---------------

AcknowledgementAcknowledgement+irst of all, I would like to e$press my deep gratitude to !lmighty !llah for &is infinite grace

that allowed me to complete this report" 'hen I would like to acknowledge my academic

supervisor 4afisa *ashid as well as my organi5ational supervisor %r" &abibul Islam 'utul for

giving me the opportunity and for providing helps to prepare the report" I also acknowledge some

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other persons who helped me to enroll my internship and gave me overall knowledge about

*!&I%!+*- S.P/*S'*/S 0'D 7ulshan !*!8" 'hey are9 %d" 'anvir 4avid

7/$ecutive ulshan !gora8, San:oy ;umar Shil 7%aintenance fficer ulshan !gora8, S"%"

;a5im 7fficer ulshan !gora8" I am deeply indebted to the participation of my respondents

who provided a great support by filling up my questionnaire and assist me in depth interview"

+inally, I thank my parents and family members for their devotion and support and would hence

like to dedicate this report to them"

'hanks y

"""""""""""""""""""""""

Executive SummaryExecutive Summary

'he retail chain superstores have introduced a new way to shop" 'he company has already

opened four outlets 9 *ifles Square, ulshan !venue, %aghba5ar and %irpur -oo *oad in

Dhaka 9 and more are in progress in )hittagong and other cities of the country"

'he superstores are open from < am to = pm every day" *ush of customers is e$perienced in the

morning and evening" !gora superstores are currently focused in food retailing, ranging from a

wide variety of fresh vegetable, fruits, meat and fish to grocery, bakery, dairy, personal care and

household products" !gora provides its customers with guaranteed quality and freshness" So if

you need to do some quality shopping, you can do it in !gora superstores in confidence"

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angladesh entered the ?supermarket era? on !ugust 2>, 21 with *ahimafroo5 Superstores 0td"

launching !gora, a retail chain superstore in angladesh, introducing a new way to shop" 'he

company has already opened four outlets 9 *ifles Square, ulshan !venue, %aghba5ar and

%irpur -oo *oad in Dhaka 9 and many more are in progress in )hittagong and other cities of the

country" %ost of the employees of !gora are young and well9educated, some with %asters and

%! degrees" !gora superstores are currently focused in food retailing, ranging from a wide

variety of fresh vegetable, fruits, meat and fish to grocery, bakery, dairy, personal and household

products" !gora provides its customers with guaranteed quality and freshness" It carries more

than 6, varieties of products and has plans to e$pand its product portfolio to carry other

ranges of consumer products in the coming years" It aims at building a chain of more than >

superstores by year 21" ther supermarket brands have since emerged but !gora continues to

be the leader and trendsetter" !gora has been the venue of launching of 'hai products, which

have by now become commonplace" )alifornian apples were launched here as have been !gora

buys products direct from the growers, which benefits the latter as well as the customers" 'he

products are procured under the direct supervision of its officials who maintain strict

Procurement and marketing standards" Products on the shelves are regularly monitored for e$piry

dates" !ustralia?s red apples and crystal products from +rance were unveiled here" .nilever chose

to launch 0?real range of cosmetics at !gora superstores" 'he big9si5ed ?oroi? so common inthe market was launched here" *ecently the scientist behind the cultivation of Strawberry in

angladesh launched the delicious fruit at !gora"

ver = million have purchased products at !gora since the opening of !gora?s fist superstore,

with 2, customers using the !goras every day on an average" *ifles Square and ulshan

supermarkets pull more crowd than the other two" )ustomers prefer using both cash and credit

cards" !gora constantly launches attractive promotions like a5imat, @alue #eek or Super

@alue ffer or Diamond *ing ffer" 'he promoter of the !gora pro:ect, *ahimafroo5, is one of

the most respected companies in angladesh manufacturing and marketing stored power systems

for the automotive industry" !ll of *ahimafroo5?s activities are in the service sector, focusing on

consumers, an official of !gora?s operating company *ahimafroo5 Superstores 0td"

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Table of ContentTable of Content

Chap

ter

SL No TOPIC Page

Number

PART

1

1.1 Origin of the ReportOrigin of the Report 15

1.21.2 Hitory of AgoraHitory of Agora 16

1.2.1 The !a"or !iletone in Rahimafroo#

Hitory can be ummari#ed a $elow

17

1.2.2 Rahimafroo# $uine %nitiative are

Organi#ed Through Rahimafroo# Strategic

$uine &nit 'S$&(

18

1.31.3 Ob"ective of AgoraOb"ective of Agora 19

PART

2

)*)* Reearch !ethodologyReearch !ethodology 21

)*+ !ethodology of the Study 21

)*) Rational of the Study 21

)*, Ob"ective of the Study 21

)*- .urpoe of the Study 22

)*/ 0ata Collection 22

)*/*+ .rimary 0ata 22

)*/*) Secondary 0ata 22

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)*/*, Collection .rocedure of 0ata 22

)*1 2imitation of the Study 22

PART

,,*,* .rofile of Agora.rofile of Agora 24

,*+*+* Organgram of Agora 24

,*+*) Agora $elief 25

,*+*, Agora $rand .romie 25

,*+*- Agora Apiration 25

,*+*/ Agora 3uality .olicy 25

,*+*1 Agora 4alue 25

,*),*) 5unction of Agora5unction of Agora 26

,*)*+ Human Reource 0epartment 26

3.2.2 Procurement Departments 31

,*)*, !arketing 0epartment 31

,*)*- 5inance 0epartment 31

,*,,*, Role of the Agora in the EconomicRole of the Agora in the Economic

0evelopment0evelopment32

,*-,*- .reent .rogram of Agora )6+6.reent .rogram of Agora )6+6 33

,*/,*/ 5uture .lan of Agora5uture .lan of Agora 34

,*/*+ Rahimafroo# .lan -6 new Agora outlet 34

,*1,*1 $ackground of A7ORA$ackground of A7ORA 35

,*1*+ Agora the Real Supermarket 35

,*8 Agora Plans 36

,*9 %ntroduction of A7ORA '0hanmondi( 36

,*:

,*+6

Agro-based Industres and !ec"nolog#De$elopment Pro%ect &A!DP'to Help Agora0evelop 3uality Standard

Competitive Advantage of Agora

36

37,*++ Retailing Strategy 37

,*+) Target !arket 38

,*+, !arketing Achievement 38

,*+- ;ant to Achieve 38

,*+/ 0eired Tone and !anner 39

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,*+1 Re


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,*,,*- Rivalry among Etablihed 5irm 53

Part

4-*+-*+ Excluive 4alue ;eekExcluive 4alue ;eek 55

-*) 0iamond Ring offer at Agora 56

-*,-*, 0epartment Sale Report0epartment Sale Report 57

-*--*- Analytical .artAnalytical .art 58Table @o -*-*+ Chart @o -*-*+)ender 58

Table @o -*-*) Chart @o -*-*)Age 59Table @o -*-*, Chart @o -*-*,*ducaton +e$el 60Table @o -*-*- Chart @o -*-*-,ouse ,old Income 61

Table @o -*-*/ Chart @o -*-*/Dstant ear b# /rom ,ome 62Table @o -*-*1 Chart @o -*-*1D//cult*as# Dr$e 6Table @o -*-*8 Chart @o -*-*8+ong s"ort !me 0eured

to 0eac" tore 64

Table @o -*-*9 Chart @o -*-*9D//cult or *as# to nd ar

Parng 65

Table @o -*-*: Chart @o -*-*:Pleasant npleasant Ar

!emperature

66

Table @o-*-*+6

Chart @o -*-*+6D//cult *as# to ndProduct

67

Table @o

-*-*++

Chart @o -*-*++Do not Accept Accept

redt ard

68

Table @o

-*-*+)

Chart @o -*-*+)Do not *n%o# *n%o# )ong

to t"e tore 69

Table @o

-*-*+,

Chart @o -*-*+,+mted de electon o/

Products

70

Table @o

-*-*+-

Chart @o -*-*+-e umerous rand 71

Table @o

-*-*+/

Chart @o -*-*+/+o ,g" :ualt# Product 72

Table @o

-*-*+1

Chart @o -*-*+1,g" +o Product Prce 7

Table @o Chart @o -*-*+8Do #ou !"n Agora ales 74

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-*-*+8 People are ,elp/ul;Table @o

-*-*+9

Chart @o -*-*+9ales People are not at all

are *nt"usastc

75

-*/ Cro Tab 0ata .reentation 76-*1 Comparative Analyi Agora v* !eenaba#ar 78

-*8 3ualitative 0ata Analyi 79

-*9 S;OT A@A2BS%S 9+

Part

5/*+*/*+* RecommendationRecommendation 85

5.1.15.1.1 Some 7eneral Solution for %mproving the

Service 3uality

87

Part

6Co!"#u$%o!

91

Part

7

0e/erences 9

Part

8

Appendix ample :ueston and Agora Products Pcture. 96

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+*++*+ Origin of the ReportOrigin of the Report

'his internship report is originated as a partial fulfillment of the ! program of department of

+inance, +aculty of usiness Studies," 'his report is a mandatory required for ! completion

as well weighted four credits" 'his 'hree months internship period has helped us to match our

theoretical knowledge *II4 + '&/ */P*' with practical understanding" !s an

intern of *ahimafroo5 Superstore 0imited I was provided with the topic 'he )ustomer

Satisfaction of !gora"E 'he report titled 'he )ustomer Satisfaction of !goraE will be submitted

to Dr" +arid .ddin &ead of the Department, I!IS .niversity of angladesh"

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I have acquired knowledge about changing of business pattern and why the demand of retail

business is increasing in the worldwide, in the intern period" &owever, I have introduced with

this type of business pattern and gathered the practical knowledge F information going through

this report" y going through this report, I got an opportunity to develop and implement my

knowledge and findings so that I can become as a perfect knowledge oriented merchandiser"

+*)+*) Hitory of AgoraHitory of Agora

Rahimafrooz Founder

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0ate ! ) !bdur *ahim 71


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1.2.1 The Major Milestones in Rahimafrooz History can be summarized as

elo!

Incorporated in 1 by %r" !")" !bdur *ahim

Distributorship of 0ucas attery in 1


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*ahimafroo5 7atteries8 0td"

*ahimafroo5 Distribution 0td"

*ahimafroo5 /nergy Services 0td"

*ahimafroo5 Superstores 0td"

*ahimafroo5 )4 0td"

*ahimafroo5 lobatt 0td"

*ahimafroo5 *enewable /nergy 0td"

/$cel *esources 0td"

%etronet limited

!r5ed 0imited

'his report is made for *ahimafroo5 Superstore 0imited" 'he brand name for this S. is !gora"

It is the leading superstore in the Dhaka city" It has revolutioni5ed the retailing industry of

angladesh" It is established to provide quality shopping e$perience for its customers" #ith four

large outlets in Dhanmondi, ulshan, %aghba5ar and %irpur, it is also the largest retailer in the

country" It is offering more than 2, items under one roof" 'hese items are divided into 11

categories" 'he categories areL &ousehold, rocery, %eat, +ish, @egetable, +ruits, +ast food,

Dairy, akery, Pharmacy, and )osmetics" Since the inception of !gora, the modern retailing

industry is developing in the country" 4ow quite a number of modern retailing shops are

operating in the country" !ll of them are mostly Dhaka based" ut many of the big players of the

industry are thinking going outside of the capital city" !lthough there are number of modern

retailer operating in the country, every does not have the strength and potential to challenge

superstore like !gora" ut some of them are really competing" !utomobile battery

manufacturing is the ma:or concern of the A>9year9old *ahimafroo5" It has stepped into retailing

in 21 by launching !groa, under the banner of *ahimafroo5 Superstores 0imited" It has nowfour stores in Dhaka with a turnover of 'k 11A core in 2="!lthough sales have grown 2 per

cent over the years yet !gora is still not a profitable organi5ation, as unorgani5ed supply chains

of many food commodities have kept all organi5ed retailers in difficulty"

+*,+*, Ob"ective of AgoraOb"ective of Agora

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)*)* Reearch !ethodologyReearch !ethodology

2.1 Methodolo%y of the &tudy'his report tries to evaluate the recent trend in the retail culture of the market, retailing strategy,

distribution pattern, retailing mi$, financing, Sustainable competitive advantage, activities and

services and some other affairs" efore going into the depth of the study, conceptual structure

was visuali5ed under which the whole report is conducted" Preparing a report about the super

market 7!gora8 is a complicated and difficult task and no single method is appropriate, that is

why I have to follow several methods to prepare the report" +or this reason, I have followed a

number of procedures to prepare a meaningful report"

2.2 Rational of the &tudy'he rationality of this Study is to determine the importance about the marketing section and

business strategy of superstore industry" It also helps us to understand about the feelings towards

our superstore industry of the foreign customers" I would also learn about the foreign customers

when, why and what are their e$pectations from our superstore industry"

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2.* $bjecti#e of the &tudy!s stated earlier I have two issues to find out" I want to determine the awareness level of !goraEs

potential customer and at the same time identify the satisfaction level of the e$isting customer"

'here might be one single reason or there might be multiple reasons" %y ob:ective of the

research is to determine the reasons and help the management to make decisions"

'he subsequent ob:ectives will be to find out the following queriesL 9

'o determine the awareness status of !gora )ustomer in relation to its e$clusive

+eatures to the potential customers"

'o evaluate the present promotional strategy of !gora"

'o find out the satisfaction level of !gora )ustomer"

'o identify what kind of promotional strategy and activity will solidify !gora

)ustomer base in the market"

2.+ ,urpose of the &tudy

!s a marketing student I got the opportunity to get the insight of present retail market I know the

present growth of retail market, it would help us to forecast the future market and accordingly I

would introduce the new features to the target customers "for an e$ample, I would adopt the local

franchisee procedure rather than take the risk of setting up own retail store" 'his would help us to

minimi5e risk in terms of goodwill"

2.- ata /ollection

The report covers two types of data; which are-2.-.1 ,rimary ata

I have acquired the primary data from the sales personnel and the internet search"

2.-.2 &econdary ata

y the observation and questioner survey, I have gathered the secondary data"

2.-.* /ollection ,rocedure of ata

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+or preparing the report, I have used various methods" 'hese methods are being discussed in the

following pages"

iscussions

I became knowledgeable through discussion with one of the sales personnel of !goraE for

several times, which make the report a full9fledged one" It is a primary source of collecting data"

"nternet &earch

I also got some primary information surfing through the net"

0uestioner &ur#ey

I have occupied a half of the +riday for questionnaire survey to the consumers who came to shop

within that particular timeH which is a secondary source of data"

2. imitations of the &tudy

'he report is not free from practical limitations" 'o make this report on !gora 7ulshan8J is a

big task" I made this report based on my observation and questionnaire survey, which were not

enough to fulfill my survey ob:ective" 'he first limitation of the report was time allocation for

the report" !nd finally !gora web site is not updated"

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,*,* .rofile of Agora.rofile of Agora

*.1.1. $r%an%ram of A%ora

%anaging Director 7%D8

)/

2A

perations

%grProcurement

%gr%arketing

%gr

&* and

!dmin %gr

I'

%gr

+inance and!ccounting

%gr

!udit

%gr

Pro:ect

%gr

/$ecutive

perations

Procurement

Dept

%arketingDept

&* and!dmin

Dept

I'Dept

+ and !

Dept

!udit

'eam

Pro:ect

'eam

!gorautlets


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*.1.2 A%ora eliefs

*anging from automotive after market products, energy and power solutions, to a world class

retail chain ( the committed team at *ahimafroo5 is committed to ensuring best in class quality

standards and living the roupEs four core values ( Integrity, /$cellence, )ustomer Delight and

Innovation"

*.1.* A%ora rand ,romise

!gora promises a caring, trustworthy and friendly environment for day 9 to 9 day food and

household needs assuring you peace of mind at the right price, weight, quality, freshness,

hygiene and genuine value for money for your family under one roof"

*.1.+ A%ora Aspiration

#e want to be the most admired and trusted organi5ation through e$celling in everything we do,

following ethical business practices, and adding value to our stakeholders"

*.1.- A%ora 0uality ,olicy

#e are totally committed to customer delight through operational e$cellence, innovation and

continual improvement of quality"

*.1. A%ora 3alues

"nte%rity in All $ur ealin%s

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4xcellence in 4#erythin% !e o

Total /ommitment to /ustomer &atisfaction

Thin5in% Ahead and Ta5in% ne! "nitiati#es

Team &peed

Fun au%hin%

/onstant &5ill e#elopment

,*),*) 5unction of Agora5unction of Agora

!gora places a high value on human resource development and the contributions made by its

employees" 'hey preserve to maintain a productive and harmonious working environment in the

whole organi5ation" !gora always continues with its efforts to improve the efficiency of its

employees and align them to the right positions with well9defined responsibilities" In order to

cope up with the dynamic nature of the companyEs business, initiatives are always taken to

restructure and recogni5e the companyEs e$isting set up" It always evolves standardi5ed

management systems and procedures across functional divisions, focusing in particular, on the

effective integration and assimilation of all the organi5ational units" !gora also has various

departments" 'hese areL &uman resources Departments, Procurement Departments, %arketing

Departments, I' Departments, +inance and !ccounting Departments and Pro:ect Department"

*.2.1 Human Resources epartments

&uman resource department is responsible for the recruitment and training of the employees of

the company" 'hey also monitor the performance and handle the promotion and salary related

matters"

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Recruitment and &election ,rocess in A%ora

*ecruitment is the process trough which the organi5ation seeks applicants for potential

employment" Selection refers to the process by which it attempts to identify applicants with thenecessary knowledge, skills, abilities and other characteristics that will help the company achieve

its goals, companies engaging in different strategies need different types and numbers of

employees" 'he strategy a company is pursuing will have a direct impact on the types of

employees that it seeks to recruit and selection"

&ource of Recruitment'here are two kinds of source !gora uses for recruitment "'hey are

1" Internal source"

2" /$ternal source

1. "nternal &ource

!gora thinks that current employees are a ma:or source of recruits for all but entry9level

positions" #hether for promotions or for 0ateralE :ob transfers, internal candidates already know

the informal organi5ation and have detailed information about its formal policies and procedures"

Promotions and transfer are typically decided by operating managers with little involvement by

&* department"

2. 4xternal &ource

#hen :ob opening cannot be filled internally, the &* department of !gora must look outside the

organi5ation for applicants"

Trainin% and e#elopment ,ro%ram of A%ora

'raining is a process of learning a sequence of programmed behavior" It is application of

knowledge" It gives people an awareness of the rules procedures to guide their behavior" It

attempts to improve their performance on the current :ob or prepare them for an intended :ob"

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Development is a related process" It covers not only those activities which improve :ob

performance but also those which bring growth of the personalityH help individuals to the

progress towards maturity and actuali5ation of their potential capacities so that they become not

only good employees but better men and women" In organi5ational terms, it is intended to equip

person to earn promotion and hold grater responsibility"

$n the 6ob Trainin%

n the :ob training is a training that shows the employee how to perform the :ob and allows him

or her to do it under the trainerEs supervision on the :ob training is normally given by a senior

employee or a manager" 'he employee is shown how to perform the :ob and allowed to do it

under the trainerEs supervision"

/lassroom Trainin%)lassroom training is conducted off the :ob and probably the most familiar training method "It is

an effective means of imparting information quickly to large groups with limited or no

knowledge of sub:ect being presented" It is useful for teaching factual material, concepts

principle other theories "portion of orientation programs, some e$pects of apprenticeship trainingand safety programs are usually presented utili5ing some form of classroom instruction" %ore

frequently however, classroom instruction is used for technical, professional and managerial

employee

e#elopment of the Human Resources

'he long term development of human resources as distinct from training for a specific :ob is of

growing concern to &* departments of !gora "'hrow the development of current employees thedepartment reduces the companyEs dependents on haring new workers "if employees are

developed properly the :ob openings found throw &* planning are more likely to be filled

internally promotions and transfers also show employees that they have a career not :ust a :ob"

'he employee benefits from increased continuity in operations and from employees who fail a

greater commitment" &* department is also an effective way to meets several challenges

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including employee obsolescence, international and domestic diversity, technical challenges"

!ffirmative action and employee turn over" y meeting these challenges the department can,

maintain an effective workforce"

HR ,ractices of A%ora

*ecruitment

'raining

Performance %anagement

0abor relation

/mployee relation

Gob analysis

Gob design

Selection

Development

Incentives

enefits

4mployee Relation

/mployers and employees each have their own sets of needs and values, and successful

relationship between these two sides requires that some sort of balance be struck" 'his balance

often takes the form of a psychological contract, an understood agreement between employer and

employees that defines the work relationship" 'his contract with or without support of a formal

collective bargaining, agreement influence the outcome achieve by each side"

!gora has the various into three channel categories those are

1" /mployee safety

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2" /mployee health

6" /mployee working condition

1"4mployee &afety

!gora provides the employee safety "It ensure the all kinds of :ob safety such as insurance of

each employee not this it provide insurance to the labor"

2.4mployee Health

+ree medical checkup, provide health card and also provide necessary medical facilities for each

employee"

*.4mployee !or5in% condition

'he working condition of employee is very hygienic

7or5ers8 /ompensation

#orkersE compensation is a legally required benefit is included in the compulsory disability laws

of many countries" %ostly, employer is seen liable regardless of the fault"

$bjecti#es of 7or5ers8 /ompensation

Provide income F medical benefits

*educe litigation

/liminate legal fees F time

/ncourage employer safety

Promote accident study F avoidance

7or5ers8 /ompensation /laims

In:ury

ccupational disease

Death

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,ay for time not !or5ed

&olidays

@acations

%arriage leave

Sick leave

Stress leave

Personal leave

Administration epartment

!gora has also an administration department" 'his department looks after companyEs day9to9day

affairs" It also appoints employees, fi$ salaries, and make rules and regulations" n the other

hand, the department also works about factory compliances issues, management disciplinary

action matters"

*.2.2 ,rocurement epartments

!gora has a procurement department" 'his department directly supervises the procurement

process"

0uality /ontrol epartment

*ahimafroo5 superstore ltd has quality control team who closely supervise the product quality,

product weight, product e$pire date, product manufacture country etc" Muality control team also

helps, to reduce the problems of the product quality and they take necessary steps to solve the

problems"

*.2.* Mar5etin% epartments

'he duty of marketing department is to communicate with buyers and also aware about buyer

requirement" %arketing strategy is always focused to meet the target price offered by the

customer" rand and !FP denotes to brand and advertising F promotion" 'his unit deals with

the overall brand management and promotion activities of the company" 'he unit covers both

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outdoor 7billboards, road9overhead etc8 media and indoor 7print F electronic8 media" 'his unit is

also responsible for communicating with the advertising agencies, since !gora does not have any

in9house agency" /ach unit has a unit9head who reports to the head of %arketing"

*.2.+ Finance epartments

+inancial division has five units dealing with financial matters of the company"

Accounts ,ayable

'his unit keeps track on the accounts payable of the company"

Accounts Recei#able

'his unit keeps track on the accounts receivables of the company while preparing the balance

sheet" !s *ahimafroo5 Superstore 0td" is a large company with thousands of financial

transactions everyday, a unit to keep track on the accounts is necessary"

/ore Account

)ore account is an important unit of the finance division dealing with the budget and fi$ed

assets" 'he annual budget of various departments is prepared under the close observation of this

unit"

Re#enue Assurance

*evenue assurance unit consists of revenue assurance and fraud management" *evenue

assurance monitors the transactions and assures full protection of the finances" n the other

hand, fraud management protects the fraudulences take place in the daily transactions"

Taxation

'a$ation unit takes care of the ta$, @!' of the company"

,*,,*, Role of the Agora in the Economic 0evelopmentRole of the Agora in the Economic 0evelopment

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*ahimafroo5 Superstores, one of the leading retailers of food products in the country, wants to

set up > new outlets in three years to e$pand its business with an eye for more revenue"

!ccording to estimates of *ahimafroo5, total costs of the e$pansion may stand at about 'k 1

crore

#e are looking to set up > more outlets in ne$t three

years in cities including Dhaka, )hittagong and Sylhet,J

4ia5 *ahim, managing director of *ahimafroo5

Superstores 0td, told 'he Daily Star yesterday" It?s a

volume9based business" 'he more we open outlets the

more will be the sales as we will be able to serve more

customers,J he said" 'he company operating under the

brand !gora began operations in 21 to e$ploit the

country?s potential market for food items, including

perishable goods" 'rading in food items is still dominated

largely by small retailers in the kitchen markets, although

about C small and big superstores entered in the market in

the last couple of years" 'hree ma:or retailers of food

products 99 4andan, %eena a5ar and PMS 99 are alsooperating in the market" efore the entry of the Superstores, retail trade in food products used to

take place mainly in the kitchen markets in unhygienic condition and run by small retailers,

*ahim said" #e had entered the business to offer consumers quality products in healthy

environment,J he added" *ahimafroo5 Superstores 0td, one of the nine subsidiaries of

*ahimafroo5 roup, now serves C"C< million customers through its four retail outlets in Dhaka"

*ahim said the company registered an average annual growth of 2A percent in the number of

customers as it offered quality products at fair prices and better servicesH this resulted in a

continuous increase in sales" #e have been able to win the trust of the consumers by ensuring

quality of the products,J he said"

'he company, according to its %D, posted increased sales results in the last couple of years" Its

total sales grew by 2 percent to about 'k 1A million in 2C9= fiscal from about 'k ==

million a year ago" *ahim, however, said the company is yet to record profits" It?s a low margin

Customers line up at an Agora outlet ofRahimafrooz Superstores, which has

entered the eighth year of its operation.Photo: STAR

6B


37/103

and high turnover business" #e need to increase the volume of sale to ensure gains,J he said" 'he

company wants to integrate the supply chain for agri9produces with the aim to reduce middlemen

in the supply chain"

,*1,*1 $ackground of A7ORA$ackground of A7ORA

*..1 A%ora the Real &upermar5et

Agora-t"e 0eal upermaret

angladesh has become a late entrant to the supermarket eraE with the help from professionals

from Sri 0anka, comparatively a super9marketing veteran in the region" 'he pro:ect owes its

initial success entirely too Sri 0ankan professions" 'hey were responsible for pre9feasibility

studies, the financial models, marketing constancy, operational planning, air9development, and

the recruitment F training of personnel including the placement of Sri 0ankan managers"

*ahimafroo5 Superstores 0td" invested B million, which has met all cost targets, achieved

targeted gross profits in its first year of operation, and planed to set up more outlets in

angladesh" @isvaka )onsultants 0td" and Sensei 0anka 0td" put the packageE of e$pertise and

the product concept for the !goraE pro:ect together"

'he promoter of the !goraE pro:ect, *ahimafroo5, one of the most respected companies in

angladesh manufacturing and marketing stored power systems for the automotive industry,

decided to locate /uropean possibilities and e$perienced Sri 0ankan supermarkets in

angladesh"

6C


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*.: A%ora ,lans

/stablish a chain of supermarkets"

/ach supermarket outlet will have at least C sq ft in a single shop floor"

'he supermarket outlets will have adequate parking space"

'he supermarkets will carry wide variety of quality assured products only"

Develop and promote local products"

*.; "ntroduction of Ath !ugust in

21 at Dhanmondi" /ach store of !goraE has a total floor space of about C sq" ft and

presently offering 1


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'hrough the ulshan and Dhanmondi outlets, the above quality perception was appropriate

enough" !s our targeted segments was more concern about quality rather than price" ur

communication strategy needs to be revised and more fine ( tuned as we have added two new

outlets %oghba5ar and %irpur in 2=" 'he demographic and buying behavior is notably

different than the older two outlets" 'he customers who purchase within these areas perceive

price more important than quality"

'herefore our target audiences comprise of both price and quality sensitive segments" !ny

communication campaign should target or segment the audiences based onL

?eed ased

/very member of a house 7husband, wife, children and maids8

"ncome ased

.pper class to middle class who purchase over 2 taka each visit

ocation ased

utlets are located at different localities with different incomes and buying behaviors"

ecision Ma5er

Influential members of the family who make shopping decisions"

*.1* Mar5etin% Achie#ement

#e want our consumers to make a ma:ority of their perishables, grocery and household ba5aar

7purchases8 from !gora and to the local and e$clusive imported superior quality products

available at !gora" 'he price of local products is in line with the open market, while

the quality is superior and meet the legal standards and this should be another reason for our

consumers to prefer us" In a word, the communication message should spell out the !goraJ

brand promise in clear tone"

*.1+ 7ant to Achie#e

'o strengthen the brand image among the targeted audience segment based on income and

need consistent with our brand promise"

Populari5e the brand name among general population so that they perceive the !goraJ

brand name :ust as they perceive *ahimafroo5J as honest and transparent"

'o build strong motivation so that customers perceive qualityJ as first purchasing criteria"

>


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!gora has such a high density of stores that it lets the storefront promote the

)ompany and does very little media advertising"

! neighborhood location that attracts customers in the evenings and on weekends

Is important because they become part of the path of people is weekly shopping e$perience or

their route to work or home"

y concentrating its locations, !gora creates a market presence that is difficult for

)ompetition to match"

In addition, multiple locations facilitate scale economics that enable frequent

Deliveries, thereby ensuring fresh merchandise"

*.1; ocation Ad#anta%e

'his would be the sustainable advantage to compete with the rivals" So they should e$pand their

store in unsaturated trade area" 'hey should build up multiple sources of advantage regarding

quality, convenience, and price in order to match consumersE specific e$pectation" In doing so

they should provide service to the customers with minimal waits" 'hey could maintain good

relationship with vendors, so that they could provide quality products in the market" In order to

make the consumers feel about the service, !gora could maintain database retailing by keeping

the customer profile and buying pattern" 'hey can provide aisles for each cash counter based on

quantity purchased in order to provide quick checkout time"

*.1= Merchandise offerin%s in A%ora

>2


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!gora supermarket is poised to vend in e$cess of 2, varieties of essential commodities,

produce edibles, spice, grocery, toiletries and other household necessities includingL

@egetables

+ish

+ruits 7local F foreign8

%eat

Daily products

)onfectionery

&ouseholds

+ast9food

rocery

Pharmaceuticals

)osmetics

everage

akery"

)anned F Packed grocery

'he pro:ect strategic aim, to source in bulk quantities from the producers or manufacturers of

products, thereby reducing distribution layers" 'raditionally, such practice brings about

organi5ation within the industry, and essential commodities, edibles and groceries account for

the significant portion of the food industry which in turn is the largest contributor to the broad

retailing industry, establishment of the chain of supermarket would have a significant impact on

the entire retailing industry in angladesh"

*.29 Merchandise ,resentation Techni@ues

!gora uses frontage presentation techniques"

*.21 Merchandise Mana%ement

'he pro:ect?s strategic aim to source in bulk quantities from the producers or manufacturers of

products, thereby reducing distribution layers" 'raditionally, such practice brings about

>6


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organi5ation within the industry, and essential commodities, edibles and groceries account for

the significant portion of the food industry which in turn is the largest contributor to the broad

retailing industry, establishment of the chain of supermarket would have a significant impact on

the entire retailing industry in angladesh"

*.22 rand "ma%e and ,roduct ,osition

H% u+l%"1

!gora

H% p%! 2o3 p%!

!gora %eena a5ar

%eena a5ar

2o3 u+l%"1

A""%"u4& o " popl "o3+4& Ao+

1" price range 9 &igher ( !9999%9999 4999 0ower

2" Product quality 9 &igher ( !99949999%99990ower

>>


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'hat?s rightR 'he !gora infinity )ard will reward you with bundles of benefits every time you

shop with usR #ith an infinity )ard you collect points with every purchase at !gora" !s the

points accumulate, you become entitled to lucrative rewards"

It?s easyR #hen you shop ';" 1 worth or more at !gora, you automatically become a

member" #ithin 1A working days you will get a permanent infinity )ard" ecome a member

now R !nd start collecting pointsR

>B


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A%ora "nfinity ,icture

>C


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*.2*.2 Term and Condition

'his scheme is available only to those who will submit a complete application

form and will collect the permanent !gora Infinity )ard after C working days" 'o ensure the collection of points, you must show or confirm your card number at

the !gora point of sales during the transaction"

/very ';" 1 of your bill value qualifies for one point" 3our bill will state the

Points you have gained against each purchase" If you shop at different !gora utlets on the same

day, actual points and points shown on bill may vary until the ne$t working day"

4o points will be collected against the purchase of any promotional product"

+or redemption minimum 2 points or multiple of 2 points have to be collect"

3ou will get doubled amounted gift voucher against your each redemption" 'o redeem points the

customer should fill up the *edemption *equest +orm which will be available with )*"

Points of two different Infinity )ards cannot be combined or cash cannot be

added to increase points"

3ou will receive e9mails regarding the promotional and other consumer related

activities of !gora"

If your card is damaged or lost please inform !gora authority immediately" Such

card will be replaced for a nominal fee of tk" 1 per card"

Infinity )ard is property of *ahimafroo5 Superstores 0imited which may cancel

any card anytime" 'he Infinity )ard is not a )heque9guarantee or )redit )ard"

!gora authority reserves the rights to change, amend these conditions, schemes or

points without giving notice" 'he decision of !gora authority in all matters is final and binding"

+or further information please contact our )ustomer *elations fficer or the

%arketing Department, *ahimafroo5 Superstores 0imited, PhoneL >1, /mailL

agora"infinityrahimafroo5"com

>=


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*.2+ &trate%y e#elopment

Since ulshan !gora is facing severe competition with 4andon and ulshan 1 kacha a5ar, it

should maintain sustainable competitive advantage in order to achieve an edge over the

competitorEs" +or the purpose of my research I am told to develop strategies regarding how

should !gora maintain a competitive edge in the current retailing industry"

*.2+.1 &trate%ies for Maintainin% /ompetiti#e Ad#anta%e

!gora, as a pioneer in retail industry has set up standard in the market by providing customers

with service" &owever, they have started facing competition with other superstores" In order to

sustain in a market for a long term they should maintain sustainable competitive advantage so

that the competitors could not imitate their strategy" In doing so, we would recommend !gora to

follow the following strategy"

*.2- ifferentiate the &er#ice by Maintainin% a &ustainable Retail Mix

In order to create an image of the retailer in the customersE mind relative to its competitors

!gora should maintain sustainable retail mi$ in terms of service, types of merchandise, variety

and assortment of merchandise and the price of the product" 'hey may provide convenience by

implementing consistent service" In doing so they may provide home delivery as well as online

service that will be served with timely manner"

*.2-.1


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service and for that may be I would set up the store in neighborhood" 'his will minimi5e our cost

in terms of promotion and would add other procedure like stimulation, social e$perience etc"

*.2 ra!bac5 of A%ora

Safeway claims to care about food quality, yet they continue to use untested, unwanted !gora in

their store brand products" 'hey have heard from thousands of concerned consumers about this

issue, and have also ignored requests by several environmental and consumer groups to meet

with them. 'here have been no long9term studies to show that !gora foods are safe for human

health or the environment" Despite receiving almost half a million comments to the contrary"

'he vast ma:ority of these people want !gora foods labeled so they can choose to avoid them"

!gora ingredients, which include, soybeans, soy oil, corn, corn syrup, squash, canola oil,

cottonseed oil, papaya and tomatoes, can be found in items such as cookies, crackers, taco shells,

soft drinks, and salad dressing"

*.2: Mana%erial "mplication

Superstores should continue to grow and eliminate small, speciali5ed retailers" !gora should be

as like that people would not be tire of the one9stop shopping bit, resulting in a slowdown or halt

of superstore involving trips to various stores into a convenient, one9stop e$perience" 'hey offer

a wide range of products, each superstore competing for a larger percentage of the customers?

wallets" 'hey can render smaller retailers with less e$tensive offerings obsolete" 0arge chains of

superstores often account for a si5able percentage of their suppliers? sales, giving the retailers

significant bargaining leverage over manufacturers? prices" 'his can result in lower prices for the

customers, which puts superstores at even more of an advantage relative to smaller competitors"

'he recommendations are more than simply ranking agora into product, single stage and two

stages" /veryone already does that" In addition, they?re not :ust a list of best sellers" Gust because

it?s a best seller doesn?t give it Test9in9)lassT status"

A


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*.2; A%ora at a


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,*,),*,) Environmental Analyi Environmental Analyi

/nvironmental analysis is the broader activity of understanding the changing e$ternal

environment that may impact the organi5ation" It is one of the most important parts of the

environmental scanning to alert the decision makers to potentially significant e$ternal changes

before they crystalli5e" )onsequently, decision makers have sufficient lead9time to react to the

change"

*.*2.1 ,4&T Analysis

#ith the P/S' analysis we determine the environmental influences on a particular kind of

business" 'he acronym stands for the Political, /conomic, Social and 'echnological issues that

could affect the strategic development of a business" &ere with the P/S' analysis, I am going to

analy5e the e$ternal macro9environmental factors, which are beyond the control of the firms that

operate in a particular kind of business" Sometimes these factors present themselves as threats,

sometimes create new opportunities"

*.*2.1.1 ,olitical Factors

In angladesh, there are a few companies that are not affected by political situation as well as by

the government policies" 'hatEs why marketing strategy is deeply affected by political

perspectives" 'he government of angladesh has given Super 9 store sector ample amount offreedom to do business"

*.*2.1.2 4conomic Factors

/conomic trends can also affect the growth of the superstore user" .sually economic

environment is analy5ed with reference to the following key economic factorsL employment,

)PI, personal income, real 4P etc" 'he stable DP from the year 21 to 2= has increased

superstore user from to 6>"6C million" Increase in the employment, saving money and

purchasing power as well as the spending capacity acted as a catalyst for this ama5ing increase in

the number of superstore users" &eavy growth of small families is increasing so there is bright

prospect that this user segment will continue to rise like the past" &owever, the increasing

inflation rate is badly hampering the amount of discretionary income as the price of different

consumer products is increasing in an alarming rate" People are becoming more conscious about

their living standard" 'his squee5ing of the income amount may affect the growth of the industry"

A6


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*.**.1.2 Absolute /ost Ad#anta%e

!bsolute )ost !dvantage arise from following sourcesH i"e" ( product diversification, pricing

strategy etc, they represent lower risk than entrants" In superstore industry companies have long

e$perience in this sector" Some of them have e$perience in doing business in different parts of

the world" .sing that e$perience here F following those successful strategies gives the

companies some cost advantages as well"

*.**.1.* 4conomies of &cale

'he sources of economies of scale are i"e" ( discounts on bulk purchases product, advantages

gained by spreading fi$ed production cost over a large production volume and cost savings

associated with spreading marketingOadvertising e$pense over a large output"

*.**.1.+ /ustomer &!itchin% /osts

Switching costs arise when it costs a customer time, energy F money to switch from products

offered by established firms to products offered by new entrants" ecause of intense competition

in the market the switching cost is very low right now" 'he companies are offering some of

product price very low" So there is a tendency of customers using multiple company service at

the same time"

*.**.2 ar%ainin% ,o!er of uyers

'he customers and the restaurant and corporate office are the main buyers in the superstore

industry" It gives them more bargaining power over the company"

*.**.* ar%ainin% ,o!er of &uppliers

It refers to the ability of suppliers to raise input prices, threat to stop selling products F delay in

delivering products" 'he suppliers are the main source of product providers" 'hey donEt have that

much of bargaining power with the company"

*.**.+ Ri#alry amon% 4stablished Firms

*ivalry refers to the competitive struggle between companies in an industry to gain market share

from each other using price, product design, superior product offering, advertising spending,

after sales service F support" 'he intensity of rivalry among companies in an industry is a

function of industry competitive structure, demand condition F height of e$it barriers in the

industry"

AB


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-*-* 5inding5inding

-*+ Excluive 4alue ;eek-*+ Excluive 4alue ;eek

,EI6 MU*ARA7

A=


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A 1ou loo8%' o 9

9 T8 : 00000.00


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Sep, > pcs on 1C Sep, and > pcs on 2> Sep8

2" 0eaflet Distribution 1 pcs 7 A pcs on A September and A pcs on 1

September

6" In store communication from > September"

+.2 iamond Rin% offer at A%ora

Diamond *ing offer, a sales promotion campaign, has got underway at !gora, the largest chain

superstores of the country" .nder the offer, which will continue up to Ganuary 61, any customer

purchasing products worth taka CA from any !gora outlet will have the chance to win a

diamond ring through raffle draw" *ahimafroo5 Superstores 0td, the owning company of !gora,

has launched the programme to make buying more attractive for customers"

'he customers will have the chance to win 2 more attractive gifts, including 4okia 4 C

mobile phone, digital camera, ipod, D@D player and hair stainer, apart from diamond ring"

.nder the programme, the customer will get a raffle coupon for buying goods worth 'k

CA at any of the !gora outlets 9 *ifles Square 7Dhanmondi8, ulshan !venue, %oghba5ar and

%irpur"

-*, 0epartment Sale Report-*, 0epartment Sale ReportDepartment ales 0eport

Agora1(1< )uls"an A$e. D"aa

B


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character of the customers" +or an e$ample, married man, single man, married woman and single

woman" ur survey si5e was 62 and we have surveyed = people from each segment"

Table ?oB +.+.1 :? :? :?

B2

G

G

G

G

0H @0H >0H E0H G0H :00H

%

an

#om

an

%arried%

an

%arried#oman


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?:-? : 0 0 0

?-0 :0 ?: ?: ?:

To"+l ?@ :00 :00

ffgfgfghfh

/hart ?oB +.+.2BA

A'+l1&%&

Fo$ " "+bl 'o >.>.@we find that the questions were asked among different age group" I have

tried to focus on almost all the age groups that !gora has in its target customer profile" 'here

were 2 respondents from the age group of 1A92AH > from the age group of 2B96H 1B respondents

from the age group of 6196AH 1 respondents from the age group of 6B9A"

Table ?oB +.+.* E4u!+"%o' 2Bl

=+l%4 Fu'!1 P!'" =+l%4 P!'" Cu$ul+"%B

P!'"

SSC ?

HSC : : :

B6

15 - 25, 2

26 - 30, 4

31 -35, 16

36 - 50, 10

0

2

4

6

8

10

12

14

16

18

15 - 25 26 - 30 31 -35 36 - 50

East


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G+4+" :@ ?D ?D ?D

Po&" G+4+" :@ ? ? ?

To"+l ?@ :00 :00

/hart ?oB +.+.*BE4u!+"%o' 2Bl

A'+l1&%&

Fo$ " "+bl 'o >.>.?we find that the respondent has different education level" !mong the

respondent there were 6 respondent from the SS) education levelH A from the &S) levelH 12

from the graduate level among which most of them from the 4orth South .niversity area"

&owever, there were 12 respondents from the post9graduate level also"

Table ?oB +.+.+Hou& ol4& %'!o$

=+l%4 Fu'!1 P!'" =+l%4 P!'" Cu$ul+"%B

P!'"

:0000 o l&& @

:000:-@0000 > : : :

B>

3

5

12 12

0

2

4

6

8

10

12

SSC HSC GRADATE POST

GRADATE

East

West

Nort


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@000:-?0000 :0 ?D ?D ?D

?000:->0000 : ? ? ?

To"+l ?@ :00 :00

/hart ?oB +.+.+BHou& ol4 %'!o$

A'+l1&%&

Fo$ " "+bl 'o >.>.>we find that, among the respondent there 2 respondent whose incomer

is less than 'k 1,H > respondent whose income is between 'k 1,1 to 2,H 1

respondent has income between 'k 2,196,H 1B respondent from the income of 'k 6,19

>,H

Table ?oB +.+.-

DistantO 4earby

from home

Poor 4eutral ood

single man 1 6 B

BA

, !"#, $%"

$&, %$"

$!, '&"

$&&&& or less $&&&$ ( &&&& &&&$ ( %&&&& %&&&$ ( #&&&&


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married men 1 2 >

married women 1 2 A

single woman 1 4o comments A

'otal 7628 > B 22

,ercenta%e 19 2* :

$&"

%"

!"

Poor

*eutral

+ood

/hart ?oB +.+.BDifficultO/asy Drive

Analysis

Fo$ " "+bl 'o >.>.we find that ut of four segments five single man ranked good and four

married men also ranked on good" +ive married women ranked good" %oreover, from the

segment of single woman five people ranked well" In total BCV preferred well, 26V preferred

neutral and remaining 1V preferred poor"

Table ?oB +.+.:

0ongO short time

required to reachstore

Poor 4eutral ood

single man 1 2 A

BC


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married men 1 2 A

married women 1 2 C

single woman 4o comments 1 A

'otal 7628 6 C 22

,ercenta%e = 22 =

/hart ?oB +.+.:B0ongO short time required to reach store

Analysis

Fo$ " "+bl 'o >.>.D we find thatout of four segments A married men, A single women and

Asinglemen preferred good ranking" C married women ranked good for this particular question"

ut of 62 people B


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married women 1 2 C

single woman 4o comments 1 A

'otal 7628 1 > 2C

,ercenta%e - 1; ::

/hart ?oB +.+.;BDifficult or easy to find car parking

Analysis

Fo$ " "+bl 'o >.>.we find that the data show that most of the respondents preferred good"

ut of 62 respondents CCV ranked good, 1=V ranked neutral and lastly AV ranked this

characteristics poor"

Table ?oB +.+.=

PleasantO unpleasant

air temperature

Poor 4eutral ood

single man 1 2 A

BH)

N+"u-+l;

:E(F0H)

1

10

100

Poor Nat!ra" Goo#

Poor Nat!ra" Goo#


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single man 1 A

married men 1 A

married women 1 1

single woman 1 =

'otal 7628 > 2=

,ercenta%e 9 1* ;:

&" $%"

-"

Poor

*eutral

+ood

/hart ?oB +.+.1:BDo you think agora sales people are helpfulK

Analysis

Fo$ " "+bl 'o >.>.:Dwe find that =CV respondents preferred good and 16V people remain

neutral and V people ranked this characteristic as poor" !gora provides high quality service by

providing helpful sales people"

Table ?oB +.+.1;

Sales people are not atallO !re enthusiastic

Poor 4eutral ood

single man 1 6 A

C=


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married men 2 A

married women 1 6 A

single woman 2 A

'otal 7628 2 1 2

,ercenta%e *1 *

!"

%$"

!%"

Poor *eutral +ood

/hart ?oB +.+.1;BSales people are not at allO !re enthusiastic

Analysis

Fo$ " "+bl 'o >.>.:we find that B6V respondents preferred good for easy maneuver and

61V people remain neutral and BV people ranked this characteristic as poor"

-*/ Cro Tab 0ata .reentation

In order to do a cross tab we combined question no 1F 2, question no 6F > and question no 12

F 16" +ollowing tables and graph will help us to illustrate our findings regarding the

C


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attractiveness of a site and assortment planning process of !gora" 'hey are shown in the ne$t

page"

/hart no +.-.1

DistanceO nearby from home

Poor 4eutral ood

Poor 2

4eutral 2 A 6

ood 2

"nterpretation

+rom the above table we can see that the intensity of data lies in the bo$ of good ranking" 'hisshows that by considering distance and easy drive consumers are basically emphasi5ing on the

accessibility of the superstore" So we can do a macro analysis on the site of !gora and can say

that the road pattern of the store is such that customers can easily get in to it"

/hart no +.-.2

0ongOshort time require to reach the store"

Poor 4eutral ood

Poor 6

4eutral 2 6 6

ood > 1C

"nterpretation

'he intensity of data portray that customers are considering the visibility of the store in terms of

traffic flow, congestion and parking facilities"

/hart no +.-.*

0owOhigh quality product

Poor 4eutral ood

Poor 6 6

4eutral A 1

ood 2


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Strengths are its resources and capabilities that can be used as a basis for developing a

competitive advantage" /$amples of such strengths include

rand Image

ood reputation among customers"

ood 0ocation

!ssortment in case of wide selection of meat F chicken

)onvenience shopping

Serving the consumers with fresh food"

!gora has highly qualified managers, so they can easily take decisions for the company"

'hey also have the opportunity to shift employees one to another that helps to solve

urgent problems" n the other hand, it helps to reduce cost and time"

Weakness'he absence of certain strengths may be viewed as a weakness" +or e$ample, each of the

following may be considered weaknesses

0ess )ash )ounter

It takes longer time to check out

%istakes in billing"

'he management and stuffs donEt get the enough transport facilities"

'he intern student cannot get the enough opportunity to build their career"'here have a

little :ob facilities for the employees and workers that create :ob dissatisfaction of the employees"

In some cases, a weakness may be the flip side of strength" 'ake the case in which a firm has alarge amount of manufacturing capacity" #hile this capacity may be considered a strength that

competitors do not share, it also may be a considered a weakness if the large investment in

manufacturing capacity prevents the firm from reacting quickly to changes in the strategic

environment"

=B


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==


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!gora can identify this particular problem as a ma:or problem or threat to their e$istence" So

they must undertake training program to increase the front9desk employeesE communication skill

and to deliver services with emotional labor" 0ike, smiling while providing the services, or short

but effective complement to the customers, likeL looking great or fit, again some chatting about

the whether or the recent news, topic, idea etc" again this company can increase the payment

scale a bit that is well matched and :udged with the salary range of the corporation" !gain, !gora

must adopt the concept of performance based promotion, designed especially for the front desk

employees as they are in the position to provide the actual customer service, which is a necessary

for the core service of the !gora" %oreover the management can also motivate them by appraisal

of their works in front of the other employees and customers" In this conte$t, what !gora is to do

is to make the employee responsible for the work heOshe does and give himOher a certain degree

of ownership depending on the importance of the :ob or position"

Cu&"o$ F+!%l%"%&

'his company can provide a secured parking lot to the customers, so that customers become

tension free about their vehicles and take part in the co9service with the front desk employees"

!gain increase in the number of elevators will add a value to the company image and perceived

quality" !gain it is a basic requirement for the customers and the employees to be provided with

hygienic restrooms" So the company can improve the physical environment of the organi5ation

and increase the satisfaction of both the internal and e$ternal customers"

5)1)1 Some 7eneral Solution for %mproving the Service 3uality


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!dopt *elationship %arketing strategiesL !gora can also improve image by building good

relationship with their customers" 'heir goal should be to get customers, satisfy them, retain

them and finally enhancing customers"

F%# Go+l& o l+"%o'&%p $+8"%'

Adopt /ustomer>Retainin% &trate%ies

Since !gora is struggling hard among its competitorsH it should take strategies to retain e$isting

customers" !mong its > levels of retention strategies, !gora should focus more on level 1 F 2

that is financial bond and social bonds" @olume and frequency rewards, bundling, stable pricing

could strengthen financial bonds and social bonds among customers and personal relationship

and continuous relationship could help social bonds"


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F%# Cu&"o$ R"'"%o'

etter &er#ice reco#ery!gora should really concentrate on their service recovery system where

they fail the most" 'hey should welcome complaints warmly and act quickly to it" 0earning from

lost customers can be a weapon for them to retain customers"

F%# SB%! R!oB1 S"+"1

4mployees8 Role in &er#ice eli#ery

/mployees play an important role in service delivery" In order to ensure a good labor force to

serve and also to close gap 6, some strategies can be adopted" In !gora, they should focus on

training the employees for interactive skills, empower employees and promote teamwork" 'hey

can also include employees in the companyEs vision and reward strong performers to ensure

superior service quality"

/ustomers8 Role in &er#ice eli#ery

)ustomers participation in inevitable in service delivery" 'hey are the productive resource and

act as the contributors to service quality and satisfaction" In order to enhance customer

)ustomer satisfaction

/mployee 0oyalty

Muality Services)ustomer *etention FIncreased Profits


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participation, !gora can adopt several strategies" 'hey can define customer :obs through proper

advertising" /ducating and rewarding customers are vital for solving !goraEs current problems"

'hey also have to manage customer mi$ properly to ensure effective customer participation"


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ReferenceReference

1. P"lp =otler and )ra# Armstrong< Prncples o/ >aretng< 1(t"*dton

report of agora on customer satisfaction

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