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Introduction
Fair group, with its strong network and dynamic business strategy is now one of the best
business conglomerates in Bangladesh which started its journey on the vast path of business
in 2008 and at that time it was the distributor of OLITALIA in Bangladesh.
In recent years Fair invested a core amount in distributing mobile devices and as a part of this
investment, fair took over the responsibility to distribute Samsung, a world famous brand in
all over Bangladesh. Fair became the national distributor of Samsung on May 2014. After
passage of just one year of becoming the distributor, fair was awarded contract logistic
business of Samsung LFD and DVM. Fair is now dedicated to the highest standard of
achievement in business with the help of distribution expertise and aggressive expansion
strategy. Fair strives exceed the customer expectation and provide its customer with the best
possible of service.
Fair is now planning for further expansions in different project and few of those are already
in the pipeline. Few foreign investors have also shown interest in establishing a joint venture
with Fair distribution and Fair distribution is now actively considering the proposal of those
foreign investors. Hopefully Fairs decision regarding joint venture will end up with an
expansion of Fair distribution and thus it will also take part in the economic growth of
Bangladesh as well.
Mission
Being ethical in business practice and adding most possible value to the stakeholders is the
mission of Fair distribution limited and it also aims at achieving the position of most
appreciated and trusted partner of choice. Fair is targeting to have an excellent footprint in
everything Fair does.
In short, Fair is trying to establish the logical appeal of the name (Fair) in every single task
which means being fair to everything and achieving trust worthiness from each and everyone.
Vision
Being a billion dollar company by 2020 is the vision of Fair Distribution limited.
Goal and objective
Fair is running its business with a smart goal which has clarity, measurably, and achievability.
Without the presence of any of this quality, a goal cannot be treated as a smart one and Fairs
Goal which is becoming a billion dollar company by 2020 has all the tree qualities.
As this goal is very much specific, it has clarity. The goal is measurable which means there
are ways to measure the goal and there fast expansion points towards the possibility of
achieving the goal. At last, most importantly, Fairs goal regarding becoming a billion dollar
company is a realistic one as well.
Profitability
All businesses run operations for achieving profitability and like others Fairs goal is also to
attain profitability by expansion and limiting expenses.
Customer Service
Fair is not ready to compromise with the best possible customer service and fair strongly
believes in serving best customer service and adding highest possible value to each and every
stake holders.
Efficiency
Fair distribution limited aims at becoming the most efficient Business organization in the era
of Distributorship and in most of the cases Fair distribution limited has the highest efficiency
in its business.
Growth
Fair believes in its own business growth and at the same time it wants to take part in overall
economic growth of Bangladesh and for getting the best result of this goal Fair distribution
limited is actively considering the proposals foreign investor for joint venture
Major products
Fair distribution limited doesnt have its own product but it is the distributor of-
Samsung watches
Samsung fridge
Samsung audio/video
Samsung television
Samsung microwaves
Samsung printers
Samsung monitors
Organogram:
Fair Distribution Limited is structured in the following hierarchical manner:
Cheif Human
Resource
Officer
(CHRO)
Human
Resource
Manager
(HRM)
Assistant
Payroll Recruiter HR operation
Manager
Executive 4
Executive 1 Executive 2 Executive 3 Executive 5 Executive 6 Executive 7
Recruitment Process:
Recruitment is a process of attracting pool of suitable applications for a
vacant position. Fair Distribution LTD. maintains a standard in their
recruitment process. In the organization, both internal and external
candidates can e selected for the recruitment process.
Organizational Website:
Although they barely recruit from internal source, they still do so for
higher managerial position as recruitment through internal sources for
higher managerial position is beneficial for them. The employees who
possess the required skill set and qualifications for taking up the vacant
position are encouraged t apply for the job. They also focus more on the
persons experience and knowledge about that particular job. However,
two main things are considered here like what position the referred person
in applying and his qualification aligned with the job.
Selection Process:
Selection policies at FDL are much formatted. They prepare the policies
according to their need so that they can meet their needed requirements.
The selection process at FDL differs from department to department. They
know that departments requirement vary from one to another. So to get
the right eligible candidates, they have different method or recruiting and
selecting candidates. The process starts with the screening of CVs and
ends with the selection of employees.
Preliminary Screening of Applications:
Primary Interview:
After the screening of the CVs, FDL arranges primary interview for the
candidates. Interviews are basically aim at giving information to the
candidates about the role, judging the candidates through various
conversations. Finally they shortlist few candidates for the next step. Most
of the interviews are structured interview. They take interview thrice
overall. After the first interview, selected candidates are then called for
another interview with the HR head officer where they are being tested
and asked about different situational problems and their possible solutions
in a smart way. They shortlist the final candidates from there and then
again call for final interview with the Chief Human resource officer where
he reassures the candidates motives, commitment, willingness and
positive attitude towards the role.
Job Offer:
After selection of these candidates, FDL offers the job to that employee.
Then the employment contract and other procedures are supposed to be
completed. They give the employees the overview of the company and
inside histories to connect more with the organization and to help the
company to grow.
Open Discussion
Field training
Open Discussion
In open discussion FDL trains their employees on the basis of their job and position. It is
mainly for the new comers but sometimes it is also applied for their old employees when
needed. Here employees learn how to do day-to-day work and also solve their problems. Also
when FDL need to teach their employees new thing they call up an open discussion.
Field Training
Here FDL train up their employees by sending them in many parts of the country. By this the
employees can understand and learn the actual scenario of the market. Recently FDL send
some of their employees to Coxs Bazar for the out bound training on sales.
Fair Distribution Ltd also develops their both old and new employees. And this development
method also differs according to the position of new comers and old employees. But FDLs
priority is on training rather than development. Recently they are recruiting a large number of
employees with initial training because of they are starting a new factory in Gazipur where
Samsung mobile will be assembled.
Basic Salary
Basic Salary is the salary, which is paid by the company to the employees for work
performed. That means basic salary is provided to the employees based on the individual
skills and knowledge.
Annual Bonus
FDLs provide two annual bonuses in the two Eid Festival, which is half of their basic salary
for every employee.
Provident fund
It is a special retirement saving by the employer which allows an employee to save certain
percentage every month. Employee of FDL saves 5% of their basic salary.
Gratuity
It is a onetime lump-sum payment given to the employees on the last day of their
employment. In FDLs system of gratuity is, if he/she become eligible at least work/service 5
year then get gratuity after leaving or retirement from Fair Distribution ltd, if he/she quite 5
year of work/service he/she is not entitled to gratuity.
Food Service
Fair distribution ltd provides launch and breakfast for their every employee for free. It is a
major benefit for their employees.
Swot analysis
Fair distribution limited is serving people as the distributor of Samsung and other few
companies and during its starting of successful business life, we have decided to analyze it
strength, weakness, opportunities and probable threads it may face in future.
Strength- Aiming to be a billion dollar company, Fair distribution limited is running its
business by facilitate with so many strengths. Its main strength is the flow of investments and
frequently changing demand for product by the customer and as it is not a production based
business organization; it does not have the risk of loss associated with investment in
production. As it just sells for others, few criteria are enough to prove its strengths in which
the company has already been proved successful.
Weakness- Like each and every business organization, Fair distribution is also messed up by
some weakness. As its supply depends on foreign companies, the weaknesses of those foreign
companies become the weakness for Fair Distribution too. So anything effecting the
reputation of those foreign companies, also effect the reputation of Fair trade too. There are
some other criteria too in which it has weakness. Those criteria are shown in a chart.
Opportunities-In case of opportunities, Fair has the lucky charm and which is why Fair
dares to be a billion dollar company. Possessing such kind of aim is the result of having so
many opportunities. More over Fair aims at merging with few foreign companies newly and
it will surely open the door of vast opportunities.
Threads- As all business operation of Fair distribution is within Bangladesh, The political
instability and economic hazards can be proved as threads for Fair. Destruction in currency,
usual inflations, economic insolvency, political factors, poor rate of GDP are some of the
current threads for fair.
Here is the list of all probable and current criteria of swot analysis for Fair Distribution
Limited
- High Performance,
- High Commitment.
COMPETITIVE ADVANTAGE
Diversity
FDL is the national distributor of world famous brand Samsung in Bangladesh
since 2014. Within one year of Business FDL has become the largest Mobile
Device Distributor in Bangladesh with its strong Distribution Network and a
Motivational Sales Team. Prior to FDL Samsung used to Sell BDT 300 Million per
Month and within One Year of Successful Business Operations FDL has raised it to
BDT 1000 Million per Month. Currently we have 75 countrywide motivated
distributors. We have above 400 sales forces working throughout the country
that are catering above 7000 Retails with close to One Million Customers. Taking
the challenge of meeting today's dynamic changing needs, Fair Distribution
along with Samsung gave birth to a highly service - oriented environment which
assures you of a unique service and experience in customer care.
We believe that to succeed we must recruit and retain talented individuals and
value and respect the differences each of those individuals brings with them.
Fair and equal pay practices are followed by FDL. To promote rewards,
pay structure and incentives of FDL system is designed.
Recommendations
If they want to improve their performance they should more concern or focus on
following this.
2. Develop measurements and track performance: Know who your best sales performers
are at each point in the channel. By tracking orders, volume and total revenue at each point,
you can identify and improve underperforming partners and keep your top performers happy.
3. Communicate: Build relationships at each step of your channel. If youre not talking with
your partners, how can you identify problems and solve them? And how will you know
whether your programs are working and how to make them better?
4. Drive revenue through the channel: Take ownership of the marketing campaigns that
will drive revenue at all levels through the channel. Your partners have to focus on building
their own customer base, not marketing just your product (remember that youre not the only
solution they offer).
5. Avoid pricing conflicts: Establish a pricing strategy and stick to it. If channel conflict
arises because of price, attempt to resolve it ASAP.
6. Address conflicts swiftly: Since distrust and channel conflict is common, its important to
address problems quickly to find a solution.
Conclusion
FDL is one of the fastest growing Business Conglomerate in Bangladesh with its
strong network and dynamic business strategy. To be the most appreciated and
trusted partner of choice through leaving excellent footprints in everything they
do, following ethical business practices and adding value to the stakeholders.
They are dedicated to the highest standards of achievement in all areas of our
business. They strive to consistently exceed the expectations of our customers.
They exhibit a strong will to win in the marketplace and in every aspect of their
business. The Group has plans for setting up more projects. The projects are
already in pipeline. Foreign investors have shown keen interest in joining with us
for joint ventures. The matter is under our active consideration and will hopefully
soon mature. This will also help the nation's economy growth and will create job
opportunities to various professionals. We will hope that they can achieve their
mission and vision easily.