Project on: Shwapno

MGT 210Section: 22 Semester: Spring 2013

Submitted to: Tasmia Ekram (TsE)

Prepared by:

Asif Mohammad Zakaria

1120-255-030

Md. Mahmudur Rahman

School Of business

North South University

Ms. Tasmia EkramFaculty- North South University

School of Business AdministrationBashundhora, Dhaka 1230.Letter of TransmittalDear Madam,

It is great pleasure for us to submit our proposal on the topic of Shwapno super storeWe have prepared this plan, aspartial fulfillment of the course.

Mgt 210 (Management Research)

To make this research up tothe standardwe tried ourbest tofulfillthe requirements byimplementing the knowledge we have gather from the course.

Thank you very much for providing us this type of opportunity and giving us the necessary guidance and direction needed for preparing thereport.

We express our heart full gratitude to you to go through this research and make yourvaluable comments. We hope this type of research will be able to fulfill yourexpectation towards us.Yours trulyMd. Mahmudur Rahman (Group Leader)Index

AcknowledgementPage #5

AbstractPage #6

Managerial FunctionPage #7

PlanningPage #8

Decision MakingPage #8

OrganizingPage #9

StaffingPage #10

CommunicatingPage #10

MotivatingPage #11

ControllingPage #11

Managerial EnvironmentPage #12

PEST AnalysisPage #12

Political Legal EnvironmentPage #13

Economic EnvironmentPage #14

Business CyclePage #15

Social EnvironmentPage #16

Technological EnvironmentPage #16

Organizational BehaviorPage #17

Corporate Social ResponsibilityPage #18

Human Resource ManagementPage #20

Competency based Career PathPage #20

Tools of the SystemPage #21

Competency Based Succession Planning Page #22

ConclusionPage #24

ReferencesPage #25

Acknowledgement

We are truly thankful to our course faculty member, Tasmia Ekram, Lecturer, School of Business, North South University, without whose heartfelt supervision and suggestions, it would have been extremely difficult for us to prepare this report.The success of this project work depends on a number of people specially who took time to share thoughtful guidance and suggestions to improve the contents of this report. The people, who helped as a lot, are- one our friends, named Asif; gave us the address of Shwapno corporate office, Miss. Faiza, Human resource manager of Shwapno for telling us about their managerial function, so that we could get an idea how do they manage their business activities. And last but not the least we want to thank our group member Mahmudur Rahman who really work hard for the project. Lastly, we would like to conclude by saying that you have been an amazingly nice person and we enjoyed every moment of your class. We are proud to have you as our mentor.

Thanks a lot for everythingAbstract

Shwapno is a new dimensional superstore in Bangladesh. Although there are some established superstore here but Shwapno is formed differently to this country with new ideas. Others superstore issituated inthe famous areas inthe city and there product price isvery high, so that general people cannot buy their daily products from there. But Shwapno is growing rapidly and establishing their super shop every area of the city even the whole country. In every area they are establishing there showroom because they want to reach all of the people in the country. Their product price is similar to the open market and they provide fresh to their customers. As a new superstore shopno is facing some problem although they are trying to overcome it.

Managerial Functions:

The functions which describe managerialjob, when put together, make up the management process. This process is analyzed into key functions of management viz., planning, organizing, staffing, directing and controlling. Planning, organizingand controlling which deal mostly with non-human aspects are known as mechanics of management, whereas staffing and direction which are primarily concerned with human aspects constitute dynamics of management. In the conceptual scheme, though the functions are listed out in a sequence, I practice they are interlocked as a system. As all functions are not equally important for all managers, time spent by them for each of these functions varies according to their levels in the organization. These functions has been discussed below

PlanningPlanning (also called forethought) is the process of thinking about and organizing the activities required to achieve a desired goal.

Planning involves the creation and maintenance of a plan. As such, planning is a fundamental property of intelligent behavior. This thought process is essential to the creation and refinement of a plan, or integration of it with other plans; that is, it combines forecasting of developments with the preparation of scenarios of how to react to them.

Planning is a relative function of goal, Shwapno goal is to increase their market share in next five year, they want to provide consumer one stop comprehensive service to the customer it means if a customer comes to Shwapno he/she will get all of necessities there. They are basically following the way of Wal-Mart (the largest retailer of the world),

To achieve this goal they planned to provide high quality product to their customer that will work as their competitive advantage. Joining lifestyle items its branch. Make more profit, extending their business,

Decision making:

Decision making is the second step of managerial function. Decision making can be regarded as the mental processes (cognitive process) resulting in the selection of a course of action among several alternative scenarios. Every decision making process produces a final choice. The output can be an action or an opinion of choice.

Most of the decision of Shwapno is made by the executive director of Shwapno, and he made the decision based on highly reliable data, that has been got by a survey or market reach. The information of operational managers is also takes in account to make the decision.

So after making a big market survey and analyzing its outcome the executive director of Shwapno came to know that customer wants to spend less time for buying their commodities and they love it when they got quality product under one roof at a reasonable price. and he also observe there is no shop in Bangladesh which provides the facilities of wet market, daily necessary goods and lifestyle goods, so he decided to give the customer one stop comprehensive service. That is basically extending their business item. In that purpose they have decided to add lifestyle item first and then home appliance. They also found that formalin is major problem in Bangladeshi wet market, so they decide to provide formalin free product and to prove it they decide to keep machines that detects formalin in any substance

So they decided two things:

1. Providing one stop comprehensive service

2. Providing formalin free product

Organizing:

Organizing is the act of rearranging elements following one or more rules. Anything is commonly considered organized when it looks like everything has a correct order or placement. But it's only ultimately organized if any element has no difference on time taken to find it. In that sense, organizing can also be defined as to place different objects in logical arrangement for better searching.

Shwapno got effective team to organize everything they need to pursue their plan, organizing is a very important part because if things are not organized well, there is a very little chance of success, so they made organizing soon after make the decision, they made a team in the lead of executive director that decided what needs to be collected for accomplishing the project.

For implementing plan one, they have they have started the process of extending their shop , making contact with the lifestyle brand like Armani levies , and shoe brands like Nike , perfume and bag brand like Gucci, denim and many more, they are basically making the world class brand available to Bangladeshi customer.

For implementing plan two which is partially implemented they are directly collecting the products from the farmers which are available in Bangladesh, and preserve in healthy way, it means not by formalin which is harmful for people health.

Staffing:

Staffing is a term used in the sphere of employment. It has been applied to more than one aspect of the working environment.

In other word Staffing is the process of acquiring, deploying, and retaining a workforce of sufficient quantity and quality to create positive impacts on the organizations effectiveness.

For the implementation of the plan Shwapno is not considering their current work force good enough so they are planning to employ more fifty full time salesmen and one hundred part time sales men. And ten more distributor who will distribute their product to different shop,

Communicating:

Communication is an important function of managerial function. Communication is the activity of conveying information through the exchange of thoughts, messages, or information, as by speech, visuals, signals, writing, or behavior.

Communication is any act by which one person gives to or receives from person information about that person's needs, desires, perceptions, knowledge, or affective states. Communication may be intentional or unintentional, may involve conventional or unconventional signals, may take linguistic or nonlinguistic forms, and may occur through spoken or other modes.

Communication requires a sender, a message, and a recipient, although the receiver doesn't have to be present or aware of the sender's intent to communicate at the time of communication; thus communication can occur across vast distances in time and space. Communication requires that the communicating parties share an area of communicative commonality. The communication process is complete once the receiver has understood the message of the sender

In case of communication Shwapno depends on their scalar chain, it means managers send the message to their immediate junior employees .they think this is the best approach of communicating because their nature of job doesnt allow them to communicate with all employees at a time by power point presentation , they believe more face to face communication.

Motivating:

In modern era of business motivation is considered the key to an organizational success. It is a psychological feature that arouses an organism to act towards a desired goal and elicits, controls, and sustains certain goal directed behaviors. It can be considered a driving force; a psychological one that compels or reinforces an action toward a desired goal. For example, hunger is a motivation that elicits a desire to eat.

Motivation has been shown to have roots in physiological, behavioral, cognitive, and social areas. Motivation may be rooted in a basic impulse to optimize well-being, minimize physical pain and maximize pleasure. It can also originate from specific physical needs such as eating, sleeping or resting, and sex.

Motivation is an inner drive to behave or act in a certain manner. It's the difference between waking up before dawn to pound the pavement and lazing around the house all day. These inner conditions such as wishes, desires, goals, activate to move in a particular direction in behavior.

Shwapno believe motivation of employees is very important so they always try to motivate their employees. Shwapno basically use two method for motivating their employees those are

Performance appraisal

Annual increment

Controlling:Controlling is one of the managerial functions like planning, organizing, staffing and leading. It is an important function because it helps to check the errors and to take the corrective action so that deviation from standards are minimized and stated goals of the organization are achieved in a desired manner.According to modern concepts, control is a foreseeing action whereas earlier concept of control was used only when errors were detected. Control in management means setting standards, measuring actual performance and taking corrective action.

After a plan being implemented they continuously keep update to the impact of that decision on their profitability. Normally they keeps a time period for the observation of plan, they observe weather the plan is going well , or its not bringing any benefit from them, if it doesnt bring any benefit from them they change it immediately, and if it does better for them they tends to continue on the course of actionManagerial Environment:To understand the managerial environment of an organization, we need to focus on PEST analysis. PEST Analysis is useful for four main reasons:

It helps you to spot business or personal opportunities, and it gives you advanced warning of significant threats.

It reveals the direction of change within your business environment. This helps you shape what you're doing, so that you work with change, rather than against it.

It helps you avoid starting projects that are likely to fail, for reasons beyond your control.

It can help you break free of unconscious assumptions when you enter a new country, region, or market; because it helps you develop an objective view of this new environment.PEST Analysis:Pest analysis(Political, Economic, Social and Technological analysis) describes a framework of macro-environmental factors used in theenvironmental scanningcomponent ofstrategic Management.

The Political-Leagal Environment:

In Bangladesh, People and organizations are highly influenced by political environment. Also the business environment is not that much politically favorable. As Shwapno is now struggling with their existences and incurring loss for years, they are very much neutral in terms of political responses.

In terms of following other political strategies such as Campaign financing, Lobbying, Coalition building, Indirect lobbying ; surprisingly they follow none of these strategies. But yet they are trying to enlarge their brand value by envolving in various political and social campaign.The Economic Environment of Shwapno:Shwapno is the believer of a dream. A dream to do something for the country and to make a small contribution every day in their act that would make the fortune of this country. The field of career they expects following from an employer

Business cycle:As we know that there are 59 Shwapno outlets are operating at this time in Dhaka and there are 16 Districts that Shwapno have their outlets, they do not have a stable business cycle. Comparing with the other retail outlets such as Agora, Mina Bazar etc; they are lagging behind.

This is Shwapnos Business Cycle from the year 2008 to year 2011. It seems like they are struggling from the year 2008 as their revenue kept on falling till 2011. And at 2012, they really put on a good fight when competing against the other retail shops. So their revenue is now increasing noticeably.Social Environment:Shwapno believes that today farmers, who are invariably deprived of having minimal scale of social rights to make the livelihood through farming, are the most unfortunate community in Bangladesh despite serving the nation with supplying basic need-food. In addition, hardly do they get any assistance from government in terms of supplying fertilizer, diesel oil, seeds, cultivation equipment at rational price, whereas farmers in developed and developing countries are the most respected community, who can avail subsidies from government, quality seeds, fertilizer and diesel oil at cheap price. This ironic situation of our farmers is leading them to embrace some unproductive professions most often some anti-social activities, thereby impacting economy negatively dragging the country to more reliance on foreign aid. However, a large portion population especially farmer and end user has been deprived of having such benefit, even though market is flooded with a wide range of products since the producers do not get appropriate price for their production and consumers invariably are deceived by sellers, who often sell inferior goods, goods with inaccurate measurement, and so on. Of late, most of the business firms form cartel, which has been worsening the condition of life of farmers as well as consumers, to dictate the market, and they are successful in this case. ACI has been looking for ways to finish this cartel off so as to benefit both farmers and consumers. Besides, most of the vegetable produced in rural areas get rotten due to lack of proper transport facilities, whereas city dwellers have to pay extra money for scarce vegetable in the city.The Technological Environment:

The development of various kinds ofin-store technology in Shwapno that in recent years has led to newin-store services. These technological innovations include the widespread use of bar codes andpoint-of-service price scanning, related tools such as interactive kiosks, as well as emerging applications based on radio frequency identification (RFID) tags. With these technologies, retailers can manage stock in a more efficient and effective manner and at the same time, allow customers to conduct transactions or obtain product information and service with minimal assistance from store employees.Organizational Behavior: Organizational Behavior (OB) is the study and application of knowledge about how people, individuals, and groups act in organizations. It does this by taking a system approach. That is, it interprets people-organization relationships in terms of the whole person, whole group, whole organization, and whole social system. Its purpose is to build better relationships by achieving human objectives, organizational objectives, and social objectives. Organizational studies encompass the study of organizations from multiple viewpoints, methods, and levels of analysis. For instance, one textbook divides these multiple viewpoints into three perspectives: modern, symbolic, and postmodern. Another traditional distinction, present especially in American academia, is between the study of "micro" organizational behavior which refers to individual and group dynamics in an organizational setting and "macro" strategic management and organizational theory which studies whole organizations and industries, how they adapt, and the strategies, structures and contingencies that guide them. To this distinction, some scholars have added an interest in "meso" scale structures - power, culture, and the networks of individuals and i.e. ronit units in organizations and "field" level analysis which study how whole population of organization interact In this case, we have found out that shwapno is maintaining their organization behavior very poorly. This is one of the main reasons for their struggle in marketplace in recent years.

We have asked several questions to them regarding organizational behavior. The answers of those questions are given bellow 1. Firstly, we asked how do you manage people, from different culture? In reply they said that they always try to maintain good relation with all the employees. so that the workers never feel uncomfortable while working together

2. They believe in collectivism instead of Individualism .Because there are two main objections to collectivism from the ideas of individualism. One is that collectivism stifles individuality and diversity by insisting upon a common social identity, such as nationalism or some other group focus. The other is that collectivism is linked to sadism and the diminution of freedom when political authority is used to advance collectivist goals.

3. About time maintaining they said they follow straight line method for their employee. Because, flexible timing is not the right way to maintain such employees. 4. They are providing EEO, maternal paid leave of 4 months, for minority people they dont have any special offer anybody who qualified for the job are assigned.

5. They do Not provide any special training to their employees but employees are given a 3-4daystraining in their head office where they are learnt where they have to work and how they will manage. And we think this is the most important factor for their struggling in the market place.

Corporate Social Responsibilities:

Shwapno is a leading retail chain in the superstore sector of Bangladesh having stores in 16 districts. It believes customers more and more evaluate them according to their socially responsible behavior.

The managers of Shawapno believes that, they are not only responsible to their shareholders but are responsible to the public as a whole because a company is permitted and encouraged by the law primarily because its a service to the community rather than because it is a source of profit to its owners.

1. Supply chain monitoring: Shawapno provide evidence that their codes of conduct are more than words and being tested in supply chain, and in their own retail environment.2. Helping the farmers: For Agricultural product such as fruit, vegetables, poultry, fish, shrimp, meat, dairy etc. are directly collected from the farmers. Shawapno also encourage all its suppliers to follow best practice and to maintain consistently high standards.3. Responsibilities towards employees: Employees are the key to its business and are the most visible part of the business to its customers .Shawapno always responsible towards their employees. It gives incentives its employees who are directly working in the super shops. Shawapno invest significantly in the training and development of its people, enabling them to do their jobs to the very best of their ability and to offer its customers the very best service.

4. Educating the farmers, with a focus on Environment Friendly Practices: Shawapno has undertaken extensive programs to educate crop farmers of rural area of Rajshahi Good Agricultural Practices. It has a team of agricultural experts working at the field level all across the rural area, holding a range of technical trainings and field demonstrations. Their activities include

Field demonstrations on various methods of crop protection, that pose the least hazard for the environment

Training on new technologies of cultivation, for higher yields and new crops

Training to channel partners

Shwapno is economically responsible currently shwapno is the market leader of super shop industry of Bangladesh it also maintain its legal responsibility by paying tax and providing anti formalin campaign it is also responsible ethically to its stake holderOther CSR Activities: Providing trucks for disaster relief when tsunamis, earthquakes, typhoons or other natural disasters strike. Annual picnic for the employee, sports and price giving ceremony.HRM of Shwapno:Career pitching involves making a series of job-person matches, based on the demands of the job system in the organization, that enable the person to grow into greater levels of responsibility, thus providing the organization with the talent that it requires to meet goals. This should involve the careful assignment of an individual to positions that provide her or he with opportunities for deploying the competencies needed for a more challenging position.

Best approaches to career patching combine an analysis of positions in terms of both the tasks and the organizational behaviors needed for superior performance. The combined approach is essential for each of the jobs in the chain, because there may be marked differences between the characteristics demanded in one job and those needed in another in the same career path.

Steps to Implement the Competency-based Career Path:

1. Put together a resource panel of experts on the target and feeder jobs who will set direction and specify the expected job performance criteria.

2. Define tasks and characteristics, through the resource panel, and survey job incumbents to obtain their perceptions of which job tasks and personal characteristics contribute to success in the target and feeder jobs.

3. Identify top performers in the target and feeder jobs, using performance criteria specified by the panel.

4. Conduct in-depth interviews with both superior and average incumbents in the target and feeder jobs to find out what they do and how they do it.

5. Based on the outcome of stage 4, develop a competency model of people in the target and feeder jobs by identifying those competencies that make the biggest contribution to outstanding performance as opposed to the competencies that all job holders need.

6. Analyze career paths by combining the survey (stage 2) and the interview (stage 3) results for target and feeder jobs.

7. Implement the career patching system through a number of options:

Computer-based tasks and competency inventories

Performance and potential assessment linked to new job opportunities;

Systematic counseling

Career development and related training programs.

Tools of the System

The tools of a competency-based career path system include:- A description of the tasks required by target and feeder jobs eventually broken down by job families

- A competency model for the target and feeder job system

- A dictionary of behavioral descriptions of each competency in the model

- Performance indicators that provide the material for a competency-based evaluation program and a computerized skills bank

- A competency profile grid for either internal or external recruiting and selection of candidates

- A career map of the organization, identifying which jobs are the key feeders to higher-level positions

- A competencies' gap analysis showing main differences required to flow through the job system to reach high-level jobs

- Recommendations for training in or selecting for each competency in the path.COMPETENCY-BASED SUCCESSION PLANNING

Competency-based succession planning enables an organization to determine the critical current competencies necessary for success in key jobs and the strategic competencies necessary for future success. Once this has determined the 'best fit' people, specific developmental plans can then be formulated that build upon these competency requirements to allow the individual's abilities to meet the strategic business needs of the organization.

Steps to implement Competency-based Succession Planning

For the competency-based succession planning to be complete, a logical process consisting of a certain number of steps must be followed. These key steps are as follows:

1. Identify critical jobs that the organization needs to fill

2. Develop a competency model from critical jobs, determining the competencies needed at each step of the job family ladder

3. Develop the most appropriate assessment methods (assessment center, screening, interviewing, etc) and assess people against the competency model of the job

4. Make the decision whether to:

promote from inside

now or after competencies x, y, z have been developed

not promote but consider

Possible lateral transfer recruit from outside if no one in the organization is ready or can be developed in time

5. Feed the human resource management information system to track:

Promotable employees, for future competencies monitoring

Competency requirements of target jobs.

Conclusion:

In the conclusion, we can say that as a growing retail store in Bangladesh Shwapno need to work more and more on their managerial competencies. They need to follow a proper way to reach their organizational objectives. Otherwise, their business may collapse in front of the other leading retail stores. Focusing on lower cost, expanding more and more outlets are not the only thing they can do; they also need to sort out their managerial incompetencies as well.References:

Tasmia Ekram; Faculty at Business school of North South University

Shwapnos official website: www.shwapno.comShwapno main branch: Novo tower (8th floor), Tejgaon, Dhaka 1208Miss. Faiza: Human resource manager of Shwapno

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