Internship Report
on

From Browsing to Buying: Evaluating Marketing Efficacy at
ACI Logistics Limited - Shwapno

Submitted to

Islamic University of Technology
in partial fulfillment of the requirements for the degree of
BBA in Business and Technology Management (BTM)

Submitted By:

Aysha Sobhan
ID: 190061148

Department of Business and Technology Management
Islamic University of Technology (IUT)

I understand that my final report will become part of the permanent collection of the Islamic
University of Technology BBA in Business and Technology Management Program. My

signature below authorizes the release of my final report to any reader upon request.

Approved By:

Dr. Md. Abul Kalam Azad
Professor and Head

Department of Business and Technology Management
Islamic University of Technology (IUT)

May 3, 2024



Letter of Transmittal

May 3, 2024

Dr. Md. Abul Kalam Azad
Professor and Head
Department of Business and Technology Management
Islamic University of Technology, Gazipur-1704, Bangladesh.

Subject: Submission of Internship Report on ACI Logistics Limited (Shwapno)

Dear Sir,

I am thrilled to have finished my internship report, which was required to be done in order to
receive my BBA degree from Islamic University of Technology. It is titled "From Browsing to
Buying: Evaluating Marketing Efficacy at ACI Logistics Limited - Shwapno." Working in the
marketing division of ACI Logistics Limited, a renowned retailer in Bangladesh, has been an
amazing opportunity for me. The opportunity to network with those influential business
executives and gain firsthand knowledge of interpersonal skill sets from these bright minds was a
huge source of motivation for me during my internship.

I want to thank you so much for your kind supervision and unwavering guidance. I have made
every effort to gather appropriate information for the study, and I feel that it has increased my
knowledge and understanding.

I believe this report shall be deemed informative and useful, as I try to highlight my learnings
and the executions relevant to my internship project.

Sincerely
Aysha Sobhan
ID: 190061148
Department of Business and Technology Management
Islamic University of Technology (IUT)

1



Acknowledgement

My internship at ACI Logistics Limited has provided me with invaluable experience and a solid
foundation for my future career. The opportunity to be a part of it makes me feel quite fortunate.
In addition, I’m thankful for the privilege to work in such a dynamic division. Our skills as
marketing interns depend on how we execute textbook knowledge and creativity in real-life
situations and adapt quickly to changing scenarios. While pursuing the internship, I got to
experience the execution of first-hand activations and promotions, along with understanding the
importance of planning, communication, and management. While doing so, I came across my
team and multiple Unilever leaders, who all helped me garner my skillsets and steadily
empowered me to more actively contribute to the projects I was assigned with. I’m thankful to
my supervisors, Mahadi Foysal, Head of Marketing Department, and Khawja Ashhad Belal,
Head of E-Commerce Business and Innovation Department, who guided me throughout the
internship period. I also want to thank the whole marketing team for providing me with such a
valuable experience.

I would like to express my sincere gratitude to my honorable academic supervisor, Dr. Md. Abul
Kalam Azad, sir for his benevolent guidance and support when preparing this report and while
pursuing the internship. This report would have been impossible without his guidance and time,
and I owe him an enormous debt of gratitude for all of this.

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Declaration of the Student

I, Aysha Sobhan, a student of BBA in Technology Management at Islamic University of
Technology, hereby declare that the Internship Report on "From Browsing to Buying: Evaluating
Marketing Efficacy at ACI Logistics Limited- Shwapno" is an original work under the
supervision of Dr. Md. Abul Kalam Azad, Professor and Head of the Department of Business
and Technology Management, Islamic University of Technology, while completing my BBA
degree. The document is not comprised of any prior publicized content, except where it has been
properly cited with full and correct reference.

Sincerely yours,

Aysha Sobhan
ID: 190061148
Department of Business and Technology Management
Islamic University of Technology (IUT)

3



Executive Summary

The research that I conducted during the course of my internship at Shwapno-ACI Logistics
revolves around marketing as a key driver of customer choice in buying goods and services. The
main goal of the study was to investigate the extent of advertising’s influence on customers’
decision-making to buy at Shwapno-ACI Logistics Limited, particularly by finding out how
Shwapno’s marketing plans contribute to the formation of ideas about products in the minds of
customers and how they create the sell-ability of Shwapno Outlets. The primary goals of the
research were to verify the conversion rates of the stores, know the factors that affect individuals
when they go shopping and also when they are about to purchase something at Shwapno stores,
proceed with research into marketing promotional methods that influence buyer conversion rates
and last but not least, provide specific recommendations to drive these marketing efforts.

The gathering of conversion rates, market surveys, and analyzing competitive prices along with
service quality has brought about crucial information about how Shwapno is coping with the
dynamism characterizing the retailing landscape in Bangladesh. The report indicates that the
marketing platform comprising the leading brand through competitive pricing, innovativeness,
and paying due regard to the customer experience has set Shwapno as a leader in the market. The
enterprise has established quality, affordability, and customer service as its priorities. The
company's market dominance can be attributed to its high customer loyalty, which is the result of
its dedication to quality, affordability, and customer service. All these reveal how the company
utilizes their marketing activities to increase their customer numbers and total revenue.

However, apart from these achievements, there are some areas that need to be improved.
Examples of issues that were pointed out were the occasional lack of inventory, space for even
more improved service quality upgrades, and the fluctuating sales pricing strategies that are
subject to monthly changes. Tackling these problems could be a chance for Shwapno to rise to a
new level in the positioning area and gain a reputation as the first-choice supplier within the
Bangladeshi market. An active approach to the remedy of these shortcomings will bring the
company more advanced, the customers will be devoted and the company will be able to stay
among the leaders in the dynamic and challenging retail market in Bangladesh.

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Table of Contents

Letter of Transmittal 1
Acknowledgement 2
Declaration of the Student 3
Executive Summary 4
Table of Contents 5
List of Figures 7
List of Tables 9
Chapter 1: Introduction 10

1.1 Origin of the Study 11
1.2 Objectives of the Study 12
1.3 Scope of the Study 12
1.4 Methodology 13
1.5 Limitations 14

Chapter 2: Company Overview of ACI Logistics Limited (Shwapno) 15
2.1 Background of the Company 16
2.2 Company Profile 17
2.3 Sector of Operation 18
2.4 Products and Services 19
2.5 Customer Segments 21
2.6 Operation and Departments 21
2.7 Structure of Organization 23
2.8 Company Analysis 24

Chapter 3: Industry Analysis 27
3.1 Industry Size and Growth Trends 28
3.2 External Economic Factors 30
3.3 Seasonality 31
3.4 Technological Factors 33
3.5 Regulatory, Political, and Legal concerns 35
3.6 Competitive Environment 37

Chapter 4: Description of Main Duties 40
4.1 Summary of Job Operations 40
4.2 Working Conditions and Functions 43
4.3 Difficulties and Challenges 45
4.4 Experiences and Learnings 45
4.5 Interaction with Co-workers 47

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4.6 Working Tools 48
Chapter 5: Analysis and Findings 49

5.1 Company Level Analysis 50
5.2 Market Level Analysis 52
5.3 Professional Level Analysis 56
5.4 Findings 58

Chapter 6: Conclusion and Recommendations 64
6.1 Conclusion 65
6.2 Recommendations 66

References 67
Appendices 69

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List of Figures

Figure 1: Company Profile 17

Figure 2: Products of Shwapno 19

Figure 3: Services Of Shwapno 20

Figure 4 : Organogram of ACI Limited 23

Figure 5: SWOT Analysis of ACI
Logistics Limited 24

Figure 6: Porter’s 5 forces of ACI
Logistics Limited 25

Figure 7: Seasonality in year 2023 33

Figure 8: Role of Technology in Retail
Industry 35

Figure 9: Number of Stores for each
Major Market Player 38

Figure 10: Outlet Visit Observation 42

Figure 11: Fruits Demand Allocation 43

Figure 12: Shwapno-branded products 53

Figure 13: Market Share of different
supershop brands (in terms of revenue
generation), % 55

Figure 14: Conversion rate of Mirpur 10
Shwapno outlets from December 16–31,
2023 59

Figure 15: Promotional Campaigns of
Shwapno 60

Figure 16: Conversion rate of Mirpur 10
Shwapno outlets from January 1 to
January 31, 2024 61

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Figure 17: Percentage of each reasons
from the total of 431 samples 62

8



Chapter 1: Introduction

9



In the dynamic retail landscape of today, where economic ups and downs, shifting market trends,
and technological innovations continuously impact consumer behavior, the capacity to
successfully lead customers from the initial stage of browsing to a purchase has emerged as a
crucial success factor for retail enterprises. The shift from browsing to purchasing is a critical
juncture in which marketing tactics are essential for shaping consumer choices and encouraging
interaction. In light of this, this internship report explores the assessment of marketing
effectiveness at Shwapno-ACI Logistics Limited, a prominent Bangladeshi retail chain. Shwapno
is a great topic for research because of its importance and presence in the retail industry, which
provide insights into the larger opportunities and problems that face local retailers.

1.1 Origin of the Study

As a Bachelor of Business Administration (BBA) student at the Islamic University of
Technology, we must complete a 3-month internship in an organization to earn 9 credits. This
relates our academic education to a professional environment. As part of my graduation
requirements, I got the opportunity to intern with our country's biggest retail company, ACI
Logistics Limited. With the guidance and kind cooperation of my onsite supervisor, Mahadi
Faisal, Head of Marketing at ACI Logistics Limited, I gained a lot of knowledge and experience
that empowered, motivated, and taught me about corporate norms and the retail chain business. I
am utterly thankful to my academic supervisor, Dr. Md. Abul Kalam Azad, Professor and Head
of the Department of Business & Technology Management, Islamic University of Technology for
assisting & offering me continuous guidance to compile the report as part of my internship
obligations.

Among many other issues, this report focuses on the marketing programs adopted by a
well-known grocery chain named Shwapno, ACI Logistics Limited, that has spread out its
outlets significantly in Bangladesh. First of all, Shwapno Super Shop has been considered mainly
for the research because it has a long history of operation, which makes the data and
understanding of the context more reliable and clear. Researchers and other related field
professionals alike are particularly keen on Shwapno's marketing strategies and how they
perform to convert consumers into customers as their top retail platform in Bangladesh. This
research has been linked to the discovery of the fact that marketing as a factor has a paramount
role in influencing the behavior of consumers and ultimately enhances the success of firms
within the retail area. Specifically, this research aims to strengthen Shwapno-ACI Logistics
Limited by providing strategic support through the investigation of marketing effectiveness and
appraising the efficiency of decision-making through the organization of the increasingly
competitive retail scene in Bangladesh.

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1.2 Objectives of the Study

The study’s objectives are divided into two parts. One is primary and the other is specific. Both
are mentioned in the following:

Primary Objective

The purpose of this research is to assess how advertising contributes to customers' decisions to
purchase products at Shwapno-ACI Logistics. Precisely, the research will determine how the
marketing plans of Shwapno capture the minds of consumers and, in that way, increase the
conversion ability of Shwapno Outlets.

Specific Objective

● Examine the conversion rates of the stores for the defined period in order to measure the
success of marketing campaigns in bringing in more consumer purchases.

● Determine the vital things that affect individuals when they are making decisions when
they are browsing and finally buying products at Shwapno stores.

● Conduct research on what marketing promotional tools, such as campaigns, placement
plans, and pricing strategies, have an effect on consumer conversion rates.

● Include specific recommendations and information that can drive these marketing
strategies and facilitate an easy transition from browsing to shopping for customers.

1.3 Scope of the Study

This study revolves around testing the efficacy of marketing in the operational context of
Shwapno-ACI Logistics Limited in terms of how browsing can be transferred to buying. Key
aspects within the scope of the study include:

1. Analysis of Conversion Rates:
● Comparison of sales conversion rates at some Shwapno stores was taken during

certain time period to check that marketing initiatives delivered real results and
turned prospective buyers into actual buyers.

● Developing metrics to observe the revenues from product conversion across
various stores and periods of time so that one can observe the patterns and trends.

2. Identification of Key Factors:
● This research will shed light on what information or dynamics in the store are

affecting customers at different stages of the decision-making process, from
browsing to buying in Shwapno stores.

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● Research of demographic characteristics, categorization of targeted audience,
creation of a pricing framework, as well as other factors that determine consumer
behavior.

3. Impact of Marketing Initiatives:
● Tracking the performance of various marketing initiatives like advertisements,

in-store product demos, and pricing optimization on customer conversion rates.
● Study of the path of customer engagement through various market channels and

promotional tactics to the desired purchase outcome.

4. Actionable Insights and Recommendations:
● Generate reports with recommended solutions that will harness the influence of

Shwapno's marketing strategy with the aid of the study’s findings.
● Pointing out the features for optimization of marketing tactics in order to ease the

process of identification between the customers from browsing until purchasing
phase.

This study is geared towards evaluating the performance of the marketing of Shwapno-ACI
Logistics Limited and this might not even be the whole of the organization’s operations. The
scope is mainly drawn within marketing approaches and consumers’ behavior in this research
under the heading of physical shopping. Moreover, the boundaries of the study can still be
narrowed down by time restrictions and the availability of data and assets. Nevertheless, even if
this study gives certain answers, these might be helpful when making future strategic decisions
and will ensure future growth within the retail sector.

1.4 Methodology

The methodology is the method of consolidating data from repositories to create a conclusion. To
compile the report utilizing exploratory and analytical research, I used two alternative
methodologies and tactics to collect data.

Type of Paper

All data collected is used solely for academic research purposes to fully understand how
advertising contributes to customers' decisions to purchase at Shwapno-ACI Logistics Limited.
Due to time constraints, my research results are tentative.

Sources & Methods of Data Collection

I have gathered data from primary as well as secondary sources.

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Collection of primary data:

a) Actively working on the topic with my on-site supervisor throughout my internship tenure.
b) Interviewing customers at the Shwapno department store.

Collection of secondary data:

It was gathered from documents, journals, newspapers, magazines, reports on ACI Logistics
Limited, the official website of ACI Limited and other published sources.

Types of information

I obtained qualitative and quantitative data by analyzing primary and secondary sources. The
company allowed me to interview with some customers at the Shwapno store one-on-one.

1.5 Limitations

The limitations of this study are:

1. Time Constraints: There are time limits for the research, including the periods of data
collection, analysis, and reporting established during the internship period. Hence, the
possibility of it being limited through its depth and breadth could be realized, which
drives the narrowness of description.

2. Sample Size and Representativeness: Sample size and the nature of the data may
impact the study results. The representativeness of the data may also affect the results of
the research. The research will be subject to the constraint of a limited sample group
because only some of the Shwapno stores are available or customers may not visit these
outlets. Thus, it may not provide a good insight into the perspective of the overall
customer base.

3. Access to Data: Confidentiality of seller's data, business assets, and resources might be a
barrier for data to obtained inside Shwapno-ACI Logistics Limited that could limit the
comprehensiveness of the analysis. The amount of precise sales and customs data
available, may significantly influence the sophistication of information that the market
research study provides.

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Chapter 2: Company Overview of ACI
Logistics Limited (Shwapno)

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2.1 Background of the Company

Imperial Chemical Industries (ICI), a global firm based in Britain, established a branch in East
Pakistan. Following its liberation, ICI Bangladesh Manufacturers Limited was established. After
selling the management of its Bangladeshi venture to ICI in 1992, the company changed its name
to Advanced Chemical Industries Limited. One of Bangladesh's biggest conglomerates, ACI
Limited, was founded as a multinational and now distributes its products throughout the country
through its four strategically aligned business groups. The "health care division" uses
cutting-edge, high-quality medications to help improve Bangladesh's healthcare system. Value
contributed to consumers' everyday lives through the "Consumer Brands Division" and its
overseas operations, which include toiletries, home care, hygiene, electrical, electronics, mobile,
salt, flour, meals, rice, tea, edible oil, and paints; firmly established in Bangladesh as the biggest
integrator in the country for motorcycles, marine technology, avionics, livestock, fisheries, farm
mechanization, infrastructure development services, and agriculture through its "Agribusinesses
Division"; additionally, its "Retail Chain Division" boasts the country's largest retail chain.

ACI Logistics Limited, popularly known as "Shwapno," is a division of ACI Limited, one of
Bangladesh's largest conglomerates. Founded in 2008, ACI Logistics was created to meet the
growing demand for modern retail and logistics solutions in the country. The company aimed to
redefine the retail landscape by providing high-quality products, convenient shopping
experiences, and efficient supply chain services. Leveraging the strength and resources of its
parent company, ACI Logistics quickly established itself as a key player in Bangladesh's retail
and logistics industries.

ACI Logistics, under the brand name "Shwapno," launched its retail arm, introducing modern
supermarkets in Bangladesh. This initiative aimed to offer customers a wide range of products
with a focus on hygiene, convenience, and affordability. Over the years, ACI Logistics has
continued to expand its retail network, incorporating advanced technologies and sustainable
practices into its operations. The company remains dedicated to enhancing customer satisfaction,
contributing to economic development, and shaping the retail landscape of Bangladesh. Today,
ACI Logistics Limited, through its flagship brand, Shwapno, stands as a trusted and innovative
leader in the country's retail industry, serving millions of customers and supporting the nation's
growth.

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2.2 Company Profile

ACI Logistics Limited, popularly known as "Shwapno," is a division of ACI Limited, one of
Bangladesh's largest conglomerates. The company profile of ACI Logistics Limited is as
follows:

Figure 1: Company Profile
Source: Author’s Creation

Vision

To become the preferred retail destination for every Bangladeshi, setting the standard for
excellence in modern retailing and supply chain management, and contributing to the nation's
economic development and prosperity.

This statement reflects ACI Logistics Limited's focus on customer-centricity, quality, innovation,
and societal impact, which are fundamental principles guiding its business operations and
strategic initiatives.

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Mission

To enrich the lives of our customers by offering a wide range of high-quality products and
services through our retail outlets while ensuring the utmost convenience, affordability, and
satisfaction.

2.3 Sector of Operation

ACI Logistics Limited, commonly known as Shwapno, primarily operates in the retail and
logistics sectors in Bangladesh. Below is a detailed description of its sector of operation:

Retail Sector

ACI Logistics Limited is a major player in the retail sector in Bangladesh. The company operates
a chain of modern supermarkets called "Shwapno" across urban and suburban areas. These retail
outlets offer a wide variety of products, from groceries and fresh produce to household items,
personal care products, and electronics. Shwapno supermarkets are designed to provide
customers with a convenient and pleasant shopping experience, featuring well-organized aisles,
hygienic conditions, and courteous staff. The company focuses on offering quality products at
competitive prices to cater to the diverse needs and preferences of Bangladeshi consumers.

Logistics Sector

In addition to its retail operations, ACI Logistics Limited is actively involved in the logistics and
supply chain management sectors. The company has established a robust logistics infrastructure,
including warehouses, distribution centers, and transportation networks, to support its retail
operations efficiently. ACI Logistics employs advanced technologies and best practices to
optimize its supply chain processes, ensuring timely delivery of products to its retail outlets
while minimizing costs and enhancing operational efficiency. Furthermore, the company offers
third-party logistics (3PL) services to other businesses, providing warehousing, transportation,
inventory management, and distribution solutions tailored to their specific requirements.

Overall, ACI Logistics Limited's sector of operation encompasses both retail and logistics, with a
focus on delivering value to customers through its modern retail outlets and ensuring seamless
supply chain operations to support its retail business and serve the broader logistics market in
Bangladesh.

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2.4 Products and Services

ACI Logistics Limited, operating under the brand name "Shwapno," offers a diverse range of
products and services to its customers, primarily in the retail sector. Below are the key products
and services provided by ACI Logistics Limited:

Products:

● Groceries: Shwapno supermarkets ensure that customers get a huge collection of grocery
commodities like rice, pulses, spices, cooking oil, condiments, canned items, and
packaged food items, all in one place.

● Fresh Produce: Its customer base is free to shop for freshly grown local fruits, herbs,
and vegetables from either local farms or local suppliers at the Shwapno outlets. The
selection consists of different seasonal fruits and vegetables, such as fruits and greens of
every kind, roots, and herbs.

● Dairy and Frozen Foods: Shwapno stores keep a collection of milky articles like milk,
yoghurt, cheeses, and one type of butter, as well as frozen goodies that include meats,
seafood, vegetables, and snacks ready to make meals.

● Household Essentials: Shwapno offers a variety of kitchen and bathroom items like
detergents or soap, paper goods, or kitchen utensils and appliances.

● Personal Care Items: For personal care and hygiene mini products, consumers can get
shampoo, soap, toothpaste, skincare items, hair care products, and cosmetics at Shwapno
outlets.

● Electronics and Appliances: A range of establishments at Shwapno may be found where
the area of electronic products, home appliances, and kitchen appliances is segregated so
that customers can have one-stop shopping to cover their smartphone, appliance, and
kitchen needs.

Figure 2: Products of Shwapno
Source: https://www.shwapno.com/about-us

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https://www.shwapno.com/about-us


Services:

● Convenient Shopping Experience: ACI Logistics Limited is committed to fulfilling
customer needs under a single roof, which provides a number of benefits, such as
convenience and hassle-free shopping at its Shwapno outlets that come with
well-organized store layouts, quick, friendly service, and all-round checkout processes.

● Online Shopping and Delivery: This supermarket has an online shopping feature on its
website and mobile app so that customers can shop for products they want at their own
convenience. The store is opening its doors to such customers and providing online
delivery services for their online orders, which gives extra convenience for time-starved
individuals.

● Customer Loyalty Programs: Shwapno has customer loyalty programmes and reward
schemes where the main idea is to encourage repeat customers and customer loyalty.
These rewards programs include members´ discounts, exclusive offers, and special deals.
They employ a well-developed marketing strategy that provides a variety of options to
business travelers to make it an exciting and different experience.

● Community Engagement: ACI Logistics Limited interacts with local communities in
various ways, which include social responsibility programs, community outreach events,
and partnerships with local organizations, as way of creating a society where all actors
can join hands to help the needy and make it a better place to live for everyone.

ACI Logistics Limited, through its Shwapno brand, offers a comprehensive range of products
and services aimed at meeting the diverse needs and preferences of its customers while providing
a convenient and satisfying shopping experience.

Figure 3: Services Of Shwapno
Source: https://www.aci-bd.com/all-news/going-online-with-shwapno.html

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2.5 Customer Segments

At ACI Logistics Limited, customers span various categories within the supply chain and retail
sectors. Here's a breakdown of the different customer segments:

End Consumers: Consumers who are from the user's point of view are the final consumer and
the retail customers who get the finished products from Shwapno supermarkets. This category of
customers includes households, families, single units of families, individuals, companies, and all
other private persons and organizations that buy the commodity for their own personal use or for
the use of their business.
Retailers: ACI Logistics Limited, apart from this, supplies to smaller retails such as small easy
stores, shops, and grocery stores. These dealers between Shwapno and their shops developed a
relationship to achieve a common goal; fulfilling their local people's needs.
Wholesalers and Distributors: Wholesalers and distributors of the logistics company purchase
stocks from ACI for retailers in various locations to provide for their needs. They serve as
partners between manufacturers and retailers; their role is to make sure that products are
sufficiently distributed to all relevant market segments.
Manufacturers and Suppliers: Shwapno works in collaboration with brands and suppliers who
help the company feed its customers with retail products. The list of local as well as international
suppliers of food items (such as dessert items, gift items, food & beverages, household items,
personal care items, electronics, and other goods that are sold at the Shwapno outlets) could be
another item on the agenda.
Agricultural Stakeholders: ACI Logistics Limited's ambition is to create a distribution network
of market players from the agricultural chain, including farmers, producers, and cooperatives,
who can deliver fresh products (fruits, vegetables, and grains) directly to the users. Through
co-working with those stakeholders, the issue of consistent and high-quality agricultural products
in the outlets has been solved and therefore the network has become secure.
Online Customers: Befitting the global e-commerce phenomenon, ACI Logistics Limited also
renders services to customers, ranging from Shwapno's online platform. Among them are the
online shoppers, who can be either individuals, families, or business owners who desire online
shopping and delivery to their homes.

ACI Logistics Limited caters to a diverse range of customers across the supply chain and retail
sectors. This broad customer base reflects the company's integrated approach to serving the
needs of the market and facilitating efficient trade and commerce in Bangladesh.

2.6 Operation and Departments

The main trade territory of ACI Logistics Limited is in the Bangladesh and it does not have any
presence in the international trade area. Its icon retail and wholesale brand, Shwapno, serves the

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urban and suburban inhabitants of Bangladesh through the chain of supermarkets. Though ACI
Limited, as the parent company, generally develops trade and business activities all over the
world through its encompassing subsidiaries and divisions, ACI Logistics only deals and trades
within Bangladesh.

ACI Logistics Limited, operating under the brand name Shwapno, is made up of several
departments that, collectively, ensure that the two divisions of the company, retail and logistics,
are running smoothly. Below is a description of some of the key departments within ACI
Logistics Limited:

1. Retail Operations: The company’s Retail Operations function involves the managerial
dealings of Shwapno supermarkets. This entails exploring the effective layout of the
stores, different displays for different products, maintenance of relevant stock levels,
competitive pricing strategies, customer service standards, and regular promotions.

1. Supply Chain Management: The Supply Chain Management (SCM) department is the
point of focus in the logistics operations for procurement, stock management in
warehouses, transportation, and final distribution channels. This incorporates so many
things; working with suppliers, managing an optimal inventory level, delivering products
on time, and, as an added bonus, keeping supply chain costs down.

2. Procurement and Vendor Management: The Procurement and Vendor Management
section of the department serves to service the beneches of the wanted products presented
by the manufacturers and suppliers, for Shwapno stores. By doing this, the department
hammers out contracts, identifies the standing points of suppliers, constantly works on
quality and compliance, and cultivates a good relationship with a corresponding branding
agency.

3. Marketing and Sales: The department of Marketing and Sales, which is the right hand
of sales, takes up and enacts the marketing strategies and promotion campaigns, which
help to promote the engagement of the customers and boost the sales of Shwapno outlets.
This encompasses media advertising, becoming a memorable brand, leveraging digital
marketing, and building relations with customers.

4. Finance and Accounting: The finance and accounting department at ACI Logistics
Limited provides the organization with financial functions such as budgeting, financial
reporting, taxation, auditing, and treasury management.

5. Human Resources: The Human Resources Department at ACI Logistics Limited is
responsible for nurturing new employees, training, developing, and managing
performance and interpersonal relations within the firm. This entails developing a strong
and flexible personnel policy, including the attraction and retention of talents, building a
good work/employees relationship and ensuring observance of labor laws and
regulations.

6. Management Information System (MIS): The MIS department makes sure that all the
technological infrastructure and systems that ACI Logistics Limited procedures are

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executed on are operational. Besides, those people are the ones in charge of MIS
solutions for retail and distribution processes, security, and also providing technical
support to customers.

Thus, these departments offer a seamless, united front to drive ACI Logistics Limited's two
dynamic fields with the aim of delivering quality products and services.

2.7 Structure of Organization

ACI Logistics employs a substantial workforce to oversee its diverse operations, including
managing supermarkets, hypermarkets, and logistics infrastructure across Bangladesh. The
workforce comprises various roles such as store staff, warehouse personnel, administrative staff,
management positions, and support functions like human resources, finance, marketing, and IT.
The organogram of the company is shown below:

Figure 4 : Organogram of ACI Limited
Source:

https://dspace.bracu.ac.bd/xmlui/bitstream/handle/10361/8147/13104170_BBA.pdf?sequence

22

https://dspace.bracu.ac.bd/xmlui/bitstream/handle/10361/8147/13104170_BBA.pdf?sequence


2.8 Company Analysis

Company analysis of ACI Logistics Limited, focusing on SWOT analysis, Porter’s Five Forces,
and PESTLE analysis, is as follows:

SWOT Analysis

Figure 5: SWOT Analysis of ACI Logistics Limited
Source: Author’s Creation

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Porter’s Five Factors

This analysis shows the market forces that are impacting the overall situation of ACI Logistics
Limited, which are as follows:

PESTLE

Figure

Figure 6: Porter’s 5 forces of ACI Logistics Limited
Source: Author’s Creation

Pestle Analysis

1. Political Factors: A business ecosystem that has stability in the political environment
provides an appropriate environment for the operations of the business. The retail sector
often remains in the spotlight thanks to the legal framework and rules concerning trade,
taxation, and licensing. Operations of Shwapno are highly affected by this.

2. Economic Factors: Factors that affect the economy, the change caused by GDP growth,
the rate of inflation, and consumer attitudes toward spending affect the sales and

24



profitability of retail businesses. Shwapno may face consumer confidence deterioration or
the power of the purse, which can mean different economic cycles.

3. Social Factors: Consumption patterns, behavior of consumers, and lifestyle need
modifications for population distribution, cultural attitudes, and preferences. Social
elements are multidimensional. They include de-urbanization, population expansion, and
alterations in consumers' preferences, and, undoubtedly, they ought to be accounted for in
retail strategy.

4. Technological Factors: busyness of the modern world affects the way retail spreads,
covering targets such as inventory administration, online sales offered, and customer
engagement. Through technology, Shwapno can improve efficiency and competency in
the business.

5. Legal Factors: It is paramount for the business to meet the conditions of labor laws,
fiscal taxation, and other legal regimes. The regulation or the case disputed between the
company and another party could change opportunities to run business operations.

6. Environmental Factors: Growing knowledge of environmental impact and ecology
friendly processes may lead to changes in consumer tastes and their shopping habits.
These are why Shwapno focuses on sustainable practices, which are in line with their
area of concern.

A comprehensive analysis of ACI Logistics Limited using SWOT, Porter’s Five Forces, and
PESTLE frameworks helps identify internal strengths and weaknesses, external opportunities
and threats, and factors influencing the company's operating environment. This analysis can
inform strategic decision-making and help ACI Logistics navigate challenges and capitalize on
opportunities in the retail and logistics sectors.

25



Chapter 3: Industry Analysis

26



The main business activity of ACI Logistics Limited is in the country's retail industry.
Bangladesh’s diverse conglomerate, ACI Group, deals with many businesses such as
pharmaceuticals, consumer brands, agriculture, and logistics. ACI Logistics Limited operates
Shwapno. It operates supermarkets and hypermarkets across the country and is one of
Bangladesh’s largest retail chains. It stocks a wide range of goods like groceries, fresh produce,
household items, electronics, etc. Apart from its retail operations, ACI Logistics’ also has
distribution and logistics facilities that support its chainstores, enabling quick replenishment
through efficient supply chain management in the delivery of goods to its stores. This chapter
discusses an analysis of the retail industry in Bangladesh.

3.1 Industry Size and Growth Trends

Retail business in Bangladesh has gone through major changes in recent years, reflecting shifts
in consumer behavior patterns, urbanization, and economic growth. Being one of the major
players in the economy, it is responsible for directing consumption, creating jobs, and, hence,
propelling economic development.

The retail industry makes a significant contribution to our growing $200 billion market.
Meanwhile, Bangladesh’s economy is indeed one of the fastest-growing globally, mainly because
of consumption, which accounts for over 70% of GDP and around 47% in the case of retail
trade. A self-service store is an autonomous outlet with numerous food products, beverages, and
household merchandise divided into several units. The most rapidly growing branch in BD is
retailing. Increased purchasing power among the middle and upper middle classes, as well as
socio-economic advancement and urbanization, have all played a role in the expansion of retail
outlets. “Agora” was opened by Rahimafrooz Superstores Ltd., a company that launched
Bangladesh’s first supermarket using a western concept in 2001. It was manufactured by
Rahimafrooz Superstores Ltd. “Gemcon Group” launched “Meena Bazar” in the following year.
“Shwapno” commenced business in 2066 as a subsidiary of ACI Limited. With over 185
branches and 40,000 clients daily, Shwapno is currently the largest supermarket chain in
Bangladesh by number of outlets. Besides the sixty-one outlets owned by Shwapno, all other
outlets are franchised. Additionally, Agora has eighteen stores across Bangladesh, with
Rahimafrooz being its parent company, while Meena Bazar of Gemcon Group also operates in
Dhaka, Chittagong, and Sylhet, totaling eighteen sites. A story from the Daily Star in 2020
indicated that negotiations between Gemcon Group and Rahimafrooz involved buying off all
Agora stores. Furthermore, United Group’s Unimart has two express locations at United Hospital
and United International University and three locations at Gulshan, Dhanmondi, and Wari in
Dhaka. In contrast, the Pran-RFL group operates 51 daily shopping stores within the capital city
of Dhaka alone. Other than these mentioned, there are a few small grocery chains, like two
Prince Bazar stores or four Almas stores located in Dhaka. Rajshahi, Sylhet, Chittagong, Dhaka,
and Narayanganj have the most super-shop retail locations.

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The retail chain business in Bangladesh has been growing immensely over the last couple of
years, thanks to factors such as urbanization, greater disposable incomes, changing customer
preferences, and expanding organized retail schemes. The sectors, among them, are composed of
both large supermarkets and convenience stores, which totalize the industry's growth momentum.
This growth can be attributed to several key factors:

1. Urbanization: There has been quite rapid urban migration in Bangladesh in the last few
years and along with that, a number of people have been going into cities in search of
better employment opportunities and improved living conditions. This demographic shift
has changed consumers’ shopping habits to the extent that their expectations of an
organized retail format have come higher as well.

2. Rising Disposable Incomes: Economic growth, with per capita income on the rise, has
granted consumers more discretionary income to spend. Consequently, buyers are
channeling their income toward necessary goods for the family, like electronics, clothing,
and household items, thereby increasing revenues of retail stores all over the country.

3. Changing Consumer Preferences: The combination of increasing Internet usage, digital
media, and international travel exposes Bangladeshis to global trends and lifestyles,
causing their shopping decisions to become more sophisticated. Consumers are more
eager to obtain convenience, variety, and quality of goods. In this case, visitors to
organized retail chains that provide different merchandise under one roof use them to get
what they are looking for.

4. Expansion of Organized Retail: The retailscapes of Bangladesh have been changing a
lot with multi-chain stores that have appeared. They have adopted technologies, including
modern supermarkets and hypermarket formats. These chains therefore provide
customers with a favourable shopping venue with features like air-conditioned stores,
plenty of parking, and a wide variety of products that remove clients from the old
mom-and-pop shops.

5. COVID-19 Shift: Even though the majority of middle-class people still prefer traditional
mom-and-pop stores to supermarkets, the epidemic has changed things. Given the higher
risk associated with going to kitchen markets, basic groceries would be better bought in
supermarkets. The industry’s increasing sales indicate there is momentum for its growth
post-COVID-19.

The retail chain sector in Bangladesh will maintain its growth path, but with some challenges and
opportunities too. In spite of the ongoing COVID-19 crisis and its economic consequences,
retailing has shown strength as customers progressively return to shops when restrictions ease
and vaccination coverage increases.

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3.2 External Economic Factors

External economic factors can significantly impact the retail industry in Bangladesh. Here are
some key factors and their effects:

1. Global Economic Conditions: Brexit has contributed greatly to the economic stagnation
of Bangladesh. It has negatively impacted the investment climate and weakened
consumer confidence. As an illustration, a reduced demand for exports from Bangladesh
during the global economic downturns may affect the country's economy in general, with
private consumers being the ones to bear the brunt as spending drops, leading to low sales
in the country's retail shops.

2. Exchange Rates: Foreign exchange rates may incur fluctuations, which can affect the
price of imported products for Bangladesh retailers. Coinciding with this, a decrease in
the local currency’s value compared to key trading currencies raises the price of imported
goods, consequently making retail prices pricey and is also a likely outcome of reduced
purchases by the consumer.

3. Commodity Prices: Bangladesh solely depends on imports for different consumer
durables and raw materials for manufacturing. Changes in global commodity indicators
are capital assets like oil, cotton, and metals that can influence the production cost for
retailers. Let us imagine a scenario where the rise in oil prices will subsequently increase
transportation costs, thus affecting the total cost structure of suppliers and eventually
leading to a hike in consumer prices.

4. Inflation: Inflationary pressures can easily impact certain mechanisms for consumers,
which result in reducing retail purchases. At high inflation, purchasing power may be lost
among consumers, making them hold back on discretionary products and prefer to be safe
by purchasing only the necessary ones. Retailers can encounter the pinch of
point-to-point amidst price escalation and vague consumer demand.

5. Interest Rates: Decisions on monetary policy, such as varying interest rates, not only
influence the borrowing cost for firms but also consumers. The higher interest rates might
result in an additional burden for retailers, which would have an effect on investment
decisions, expansion plans, and fiancée possibilities for consumers. That is to say, it
might cause changes in how consumers carry out their spending and, eventually, total
retail sales.

6. Government Policies and Regulations: Governments can create policies on trade,
taxation, investment, and labor, and this can have a meaningful effect on the retail
business. Let's look at the example of tax rate variances or import tariffs; these may
eventually end up being reflected in the selling structure of retailers, thus affecting their
competitiveness in the market. Another important issue that retailers have to deal with is
the regulatory changes that may involve employment laws or consumer protection. Thus,

29



businesses in this sector have to pay more attention to their practices and their operational
costs.

7. Economic Growth and Consumer Confidence: Ultimately, as can be expected, retail
sales will probably be the target in such an economic system when the level of our
general economy or consumer confidence rises. A positive economic climate that is
characterized by GDP growth, low unemployment rates, and growing salaries is usually
encouraging for consumers to spend more, which in turn improves the retail setup. On the
other hand, economic instability and lowered consumer confidence could be the reasons
for being judicious about expenditures, significantly affecting the sales of businesses.

It is evident that external economic factors are one of the major factors that contribute to the
internal dynamics of the retail sector in Bangladesh, determining consumer behavior, business
methods, and market change. Retailers are instigated to keep track of and flexibly adjust to
changing economic relations for the purpose of maintaining their competitive advantage and
sustained smoothness in their business operations.

3.3 Seasonality

The retail industry of Bangladesh observes seasonal impacts; with respect to consumer behavior,
sale trends, and marketing strategies, it undergoes changes seasonally. Several factors contribute
to the seasonality of retail in Bangladesh:

1. Weather: Bangladesh has the pleasure of witnessing distinct seasons of the year: the
summer, the monsoon, autumn, and winter. Weather conditions impact a consumer's
choice of clothing, footwear, and other products. They favor what they need for specific
season. By illustration, sales of lightweight clothes and summer accessories blossom
most of all in hot, humid summer months; on the other hand, sales of winterwear and
cold-weather equipment reach their peak during cooler winter season. Just like these, the
sale of cold beverages increases in summer at Shwapno

2. Festivals and Holidays: Festivals and cultural events surely create significant impact in
retail sales in Bangladesh. Festivals like the Eids, Puja, and Pohela Boishakh are
celebrated with enthusiasm and excitement among the community. There is widespread
shopping for new clothes, gifts, and food items for these important occasions. It happens
that during festive seasons, Shwapno experiences an increase in the number of people
visiting the stores in addition to the sales that increase as the shoppers rush to the stores
for the purposes of shopping for products for gifts and preparation for the celebrations.

3. Agricultural Seasons: The agro-based economy is the mark of Bangladesh. Remarkable
numbers of people live in villages and participate in. The businesses involving the
production of agricultural machinery and similar equipment are all likely to be seasonal

30



in nature, as their sales would be expected during harvesting and post-harvest
processing. Those in the retail business who serve the farming industry will experience
variations between agricultural seasons and crop cycles in terms of demand. At different
seasons, the demand for different types of fruits and vegetables can be noticed at
Shwapno.

4. Back-to-School and College Seasons: Traditionally, some countries, like Bangladesh,
experience a spike in sales or purchasing activities following the beginning of the
academic year. Families buy notebooks, uniforms, school supplies, textbooks, and other
education-specific materials for children who are going back to school or those who are
starting a new educational session. Many vendors who supply specific
educational-related products, including school uniforms and supplies, notice that sales do
well during the period. Same goes for Shwapno too.

5. Wedding Season: Winter season is a time for retail sales in Bangladesh, where it is
prevalent. People prefer getting hitched to warmer temperatures than any other season, as
it provides much better weather conditions. Marriage-connected spending on homes,
clothes, jewelry, gifts, home furnishings, and other products results in intensified sales
activity at Shwapno during the wedding season.

6. Tourism Season: Bangladesh sees a rise in travelers going home and international
tourists during these periods, namely in days off and traveling rush. Some retailers that
depend on tourism businesses may tailor their products and marketing campaigns based
on tourists' needs and their experiences, which may cause a seasonal spike in their sales.
Though Shwapno doesn’t focus on this much, they also have some increase in sales in
this season.

7. Promotional and Sales Events: Meanwhile, all these retailers normally have a
phenomenon of restocking around major holidays like New Year's Day, Valentine's Day,
etc. Therefore, they also frequently conduct sales campaigns, which are made to
encourage consumers to make purchases. These events would probably lead to constantly
high consumers spending and even a traffic jam around shopping centres' outlets. In
addition to that, they will be more tempting if coupled with various discounts,
promotions, and special offers. Shwapno is no different from them. Even on weekends,
Shwapno offers attractive discounts and offers that attract huge number of customers.

We can see the effect of seasonality on the retail industry of Bangladesh in 2023 in the following
graph:

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Figure 7: Seasonality in year 2023

Source: Author’s Creation

Seasonality is a key characteristic of the retail industry in Bangladesh, with sales patterns and
consumer behavior influenced by factors such as weather, festivals, agricultural cycles, academic
calendars, and tourism trends. Understanding and effectively managing seasonality is essential
for retailers to optimize inventory, marketing efforts, and overall business performance
throughout the year.

3.4 Technological Factors

Engaging in the process of innovation in the retail sector of Bangladesh is increasing rapidly due
to technological improvements. Several technological factors influencing the sector are:

1. E-commerce Growth: E-commerce websites and digital One-Stop-Shops have gained
significant attention in Bangladesh, facilitating the shopping process by allowing
customers the opportunity to purchase a tremendous number of goods. This speed-up has
been facilitated by more and more internet penetration and the rapidly growing
development of mobile phones. Retail outlets are getting accustomed to e-channels
gradually to meet the increased needs of customers and to offer them a frictionless
shopping experience online.

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2. Mobile Payments: The wave of mobile payment solutions and digital wallets and purses
is now very well known in Bangladesh. The emergence of mobile banking and electronic
payment services like bKash and Nagad is leading retailers to render mobile payment
services anytime they are accepted in-store or online. This varying system enables the
financial inclusion of more people through safer transactions and both retailers and users
are very comfortable.

3. Point-of-Sale (POS) Systems: Retail stores enhance service by tracking inventory,
customer information, and authentication, which in turn improves operational efficiency.
Such systems strive to increase efficiency at checkout, control the amount of goods to be
kept by the store and provide helpful insights for retailers to adjust their operations on a
more factual basis. Small and medium-sized retailers are also adopting mobile Samsung
POS 2023 solutions to allow flexibility and meet budgets.

4. Inventory Management Software: Through property instructions software, many
retailers in Bangladesh are able to successfully control the level of stock, prevent
wastage, and enhance their supply chain effectiveness. Retailers use inventory tracking
system that, in real time, enables these businesses to track their stock movements, predict
demand, and reload inventory as necessary. This paves the way for restocking fast
enough to avoid stockouts and slows down restocking to prevent overstocking,
maximizing revenues and minimizing costs.

5. Customer Relationship Management (CRM) Systems: A CRM system, on the one
hand, allows retailers to better communicate with customers through personalization of
marketing campaigns by providing individual promotions and improving customer
service. Going through customer data on purchase histories and such contributes to a
better knowledge of consumers and their behavior, which consequently leads to more
effective marketing approaches and an increased level of customer loyalty.

6. Supply Chain Technologies: Widespread adoption of technological innovations that
increase visibility and traceability, like RFID (Radio Frequency Identification) and GPS
(Global Positioning System) tracking in a supply chain, is emerging. These technologies
enable retailers to trace the shipping process, record the efficiency of their transportation
schedules and identify bottlenecks or disruptions that can be corrected. Effective
monitoring within the supply chain makes retailers capable of managing that inventory
and ensuring they have enough in stock

7. Artificial Intelligence (AI) and Data Analytics: The AI-powered analytics platforms
are going a notch higher for the merchants to know the customers’ behaviour, the market
trends, and the operational performance. Retailers can detect patterns by analyzing large
volumes of data, predict future demand, and make shopping an individualized
experience. The utilization of AI-powered chatbots and virtual personal assistants is
another means for improving customer care and spotting products that would be of
interest to shoppers.

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Figure 8: Role of Technology in Retail Industry

Source: https://www.linkedin.com/pulse/role-technology-retail-industry-imtiaz-ahmed

The advent of technology has been seen to redefine the Bangladesh retail industry by creating
efficiencies, improving customer experiences, and helping retailers remain competitive amidst an
even more changing scenario. While adopting these innovative tools has become essential for
retailers to achieve success in the modern digital age, they could not do well without these
technologies.

3.5 Regulatory, Political, and Legal concerns

The same as in any other country, the retail sector in Bangladesh has got to comply with a set of
policies, political approaches, and laws that all affect development and operations in the industry.
Consequently, these concerns cover the broad fields of licensing, taxation, worker regulation,
intellectual property law, and adherence to local rules and regulations. The complex regulatory,
political, and legal atmospheres need to be understood well and managed correctly for retailers to

34



be able to be organized as per the set rules, thus minimizing risks and facilitating growth. Below
is a detailed exploration of the key concerns in each of these areas:

Regulatory Concerns:
● Licensing and Permits: process of opening and operating a retail business in

Bangladesh would involve obtaining some licenses and permits, such as building
permission, business registration, and a trade license, from the government
authority. Such may be trade licenses, environmental clearances, food safety
certifications, advertising notice board permits and many more.

● Product Regulations: The compliance of the retailers with the safety standards of
the products, labeling, and quality control measures that are set by regulatory
bodies like Bangladesh Standards and Testing Institution (BSTI) and the
Bangladesh Food Safety Authority (BFSA) is a must.

● Import and Export Regulations: Importers undertaking the importation of goods
from Bangladesh must conform to the trade rules and regulations governing the
customs duties and import duties of this government. Furthermore, the same task
performs exports through the export control and documentation processes.

● Price Controls: The government could impose a price ceiling on items like food
and medicine to give a rein to inflation and, thus, ensure that the people can afford
to buy those items. These retailers have to conform their goods to such price
regulations and act in good faith when providing their products.

1. Political Concerns:
● Stability and Governance: Political stability and good governance are the first

things that a business community needs in Bangladesh to create a conducive
environment for their businesses. Political turmoil could potentially cause shops
to reduce their visits or refrain from going there. This, in turn, would lead to lower
customers' confidence in the brand and cause a disruption in the supply chains the
organization might be using.

● Government Policies: Government policy during the elections, changes in
regulations, and trade agreements can play a key role in the retail sector. Political
tendencies represent a special interest area for retailers, which should be
constantly monitored and a new strategy should be developed if necessary to
neutralize the risks and create business opportunities.

● Corruption and Bribery: Corruption and corruption practices among a country’s
administration could pose a barrier to retailers in Bangladesh since they could
demand bribes to operate. A retailer should avoid being seen or treating others
with bias and maintain the strictest adherence to anti-corruption regulation.
Moreover, inequality also engenders several issues.

35



2. Legal Concerns:
● Contractual Agreements: Shopkeepers make many different contracts with their

suppliers, the owners, the chain, and the service providers. A paramount issue is
the accuracy and enforceability of these contracts for all parties involved, be they
young workers or their agents.

● Employment Laws: Sales managers must adhere to labor laws and regulations
covering employment rules, such as mask proprietary rights, working hours,
employee doughnuts, and safety standards.

● Intellectual Property Rights: The protection of the intellectual property rights of
retailers, particularly in stocks, as trademarks, copyrights, and patents. Merchants
with property rights cannot allow their brands to be diluted through improper use
of intellectual property or stolen images.

● Consumer Protection Laws: What retailers need to do is conform to consumer
protection laws and regulations that have in place safety mechanisms and
guidelines for trade that are aimed at protecting consumers rights and interests.
For this, we should offer information that is accurate about the goods, adhere to
the warranties and promises, and properly handle customer complaints.

Regulatory, political, and legal factors are innate obstacles that retailers operating in Bangladesh
have to deal with. These will help them comply and mitigate risks for profitable business growth.
Through the continuous updating of rules and regulations, good governance practices, and
regular enforcement of the law, the retailers are able to engender trust amongst their stakeholders
and also help to erect a sustaining retail sector in Bangladesh.

3.6 Competitive Environment

The retail competition environment in Bangladesh is known for its rich diversity, which is
inhabited by many contenders from various segments and product specializations.

Market Players

The retail sector in Bangladesh combines various local, national, and foreign organizations in the
fashion field, beginning from the small independent store to the big conglomerates. National
supply chains are logistically advantageous for the majority of manufacturers, most of whom
concentrate their production activity on conventional retail formats such as community shops and
market stalls. On the other hand, the presence of international retail stores is getting the biggest
share. This is in addition to the modern formats, including supermarkets, hypermarkets, and
shopping malls, that are gradually developing the market as consumers are offered a wide range
of choices and shopping experiences. The major players in this segment are Shwapno with 440

36



stores, Agora with 18 stores, Meena Bazar with 25 stores and Unimart with 5 stores, which is
shown in the table below-

​
​
​
​
​
​
​
​
​
​
​

​
​
​
​
​

​ Figure 9: Number of Stores for each Major Market Player
​ Source: Author’s Creation

Several factors contribute to the competitiveness of the industry, as mentioned below:

​
1. Product Offering and Differentiation: The sector's differentiation is the result of the

retailer's distinctive product mix, pricing, and differentiated service offering. The
assortment of products is competitive, especially when it comes to pricing for most
retailers. On the other hand, high quality, exclusivity, or specialization in specific
categories are key selling points for others. A retailer is differentiated by factors like
consumer service, convenience, and branding, which help attract the attention of
customers and make them stick.

2. Price Competition: Every retailer experiences massive pressure in their price-fighting
trade. Some of the retail deals include, but are not limited to, groceries, apparel, and
consumer electronics. Retailers practice price wars and promo activities that are aimed at
pulling in price-sensitive customers. In discovering and navigating the vast array of
options available, their role goes beyond simply choosing a product or service.

37



Discounting stores and online marketplaces are positioned to compete based on low
prices, discounts, and even special offers like coupons and gifts for first orders. They aim
at gaining market share and increasing the number of purchases.

3. E-commerce and Online Retail: The retail business has lately become more
competitive, with these online stores facing tough online competitors. This internet has
given shoppers convenience, better selection options, and also bargain prices, all of which
are a competition for traditional brick-and-mortar retailers. Nowadays, well-established
players who were only retailing in the traditional brick-and-mortar market have come to
realize the challenges they face in staying competitive as well as capturing a segment of
an ever-growing online market. They have, therefore, resorted to the establishment of
e-commerce capabilities.

4. Customer Experience and Convenience: The retailers who provide top-notch shopping
experiences beat the others in the race for customers. The shopping experience is
influenced not only by products and prices but also by store layout and design, ease of
product availability navigation, checkout processes, and after-sales service, which can all
ensure customer satisfaction and loyalty. Attention is paid by retailers to proximity and
resource allocation in interior and technological shop design in order to stand out from
competitors and get ahead in the market.

5. Supply Chain Efficiency: Prompt supply chain management is an important feature for
retailers to guarantee the adequate availability of products, avoid any losses from having
products not in stock and also optimize inventory levels. Retailers who are able to
professionally create their own supply chain without boreholes, speed up logistics, and
reduce the cost of operation have a key competitive advantage in the market.

6. Regulatory Environment: to follow regulatory and other standards, there may be
competitive elements. Retailers that adhere to labor laws, product safety regulations, and
ethical business practices build trust with consumers and stakeholders, enhancing their
competitive position in the market.

The retail industry in Bangladesh is highly competitive, driven by factors such as market players,
product differentiation, pricing strategies, e-commerce, customer experience, supply chain
efficiency, and regulatory compliance. Retailers that can innovate, adapt to changing consumer
preferences, and effectively execute their strategies will thrive in this competitive environment.

38



Chapter 4: Description of Main Duties

39



4.1 Summary of Job Operations

During the period of my internship at ACI Logistics Limited, Shwapno, I was assigned to carry
out responsibilities in diverse areas. Initially, I analyzed the conversion rates by watching CCTV
footage and tracking the flow of footfall as well as the number of customers who bought
products from the stores. After that, I was facilitating on a daily basis marketing activities, such
as creating promotional slides or ensuring safe delivery of marketing materials to stores on time.
In addition to this, I undertook market surveys at Shwapno stores in order to find out the reasons
for non-purchases that customers have, such as unavailable products, high prices, VAT, poor
quality of products, and bad customer service. In the last month, I worked in the category
department's fruit section, where I used to compile demand data from 33 outlets, did market
research on fruit pricing, ordered and allocated fruits for stores, and maintained the fruit delivery
and waste.

A detailed description of these operations is given in the following:

Conversion Rate Analysis

During the initial month of my internship at ACI Logistics Limited Shwapno, I undertook a
crucial task: measuring the satisfaction of Shwapno stores through conversion rate. This is
intended for scrutinizing CCTV footage for the sake of carrying out the process of accurately
counting footfall and those who bought from the stores. Through Excel, I uploaded the data
necessary to compute the conversion rate, which is a crucially influential metric that measures
the efficiency of marketing campaigns until they bring people from the stores to their final
destination—the buying process. It required me to be meticulous with details and capable of
going through a ton of data to root out the right information about customer behavior and buying
patterns. I strongly realized this while performing the task of analyzing the conversion rates,
found out the effectiveness of Shwapno's marketing strategies to a great extent and also found
unattended spots for improvement.

Daily Marketing Activities

In my internship period, I had enough practical exposure to a large array of marketing tasks
conducted on a daily basis with the objective of creating awareness among consumers about
Shwapno's brands. Such tasks covered such areas as designing visually captivating slides for
promotional campaigns, the timely supply of marketing materials, such as leaflets and Ramadan
corner tables, to the company, etc. These activities made a great mark on increasing brand
recognition and attracting the customers’s eyes too, among others, resulting in more deals being
rung up. I was responsible for working closely with internal teams and disseminating information

40



to make sure that there was no barrier when shifting marketing activities from one Shwapno shop
to the other.

Market Survey and Customer Feedback

The market surveys I undertook in Shwapno outlets were a thrilling illustration of the power of
consumer engagement. I could not believe that the sum of human action and a data-driven
approach could produce genuine insights that could not be obtained by any other means. By
having direct contact with the customers, I have been able to personally understand the reasons
why they are going shopping and then decide to leave without making a purchase. The surveys
shared by the customers presented a number of concerns, which include product unavailability,
price against value, VAT, product quality, and the quality of the customer service. Armed with
this implementable feedback, I have been able to transform the loopholes at Shwapno and guide
strategic decisions for an impeccable and efficient shopping experience. These really helped to
fuel the customer-centric initiatives that gradually improved the customer experience and
long-term loyalty. I’ve collected information with my other team members from a total of 431
samples, which is shown below:

Figure 10: Outlet Visit Observation
Source : Author’s Creation

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Category Department Support: Fruits Section

I moved to the category department, which deals with protein and perishables, in the last month
with an emphasis on the fruit section management. In addition to that, I was assigned a wide
variety of tasks, including assembling fruit demand data from all the Shwapno stores, conducting
thorough market research projects on fruit price trends, and controlling fruit delivery and waste
systematically. This stem-role position included a mix of analytical skills, market knowledge,
and thoroughness in order to meet the goals successfully in inventory management, pricing
optimization, and waste minimization. Through working with the Shwapno fruit category, I was
sufficiently ensuring that the operation was profitable and sustainable; consequently, I was
making a great contribution to the organization and its customers too. A sample of the demand
allocation format is shown below:

Figure 11: Fruits Demand Allocation
Source: Author’s Creation

4.2 Working Conditions and Functions

During my internship, the working conditions and functions varied depending on the tasks and
responsibilities assigned. A description of a typical working day and any unusual working
conditions or functions, along with work culture, is given below:

Typical Working Day

The typical working day at Shwapno generally adhered to standard office hours, typically from
8:30 AM to 5:00 PM, with a one-hour lunch break. Although we can enter the office at any time,
we must strictly adhere to the working hours. Each day began with a meeting with my
supervisor, who explained to me which task to perform in priority of all the tasks that he had.
The distribution of tasks was based on each person`s special role or duty. Precise daily activities

42



were aimed at one of the aspects of marketing coordination that had been mentioned earlier. A
lot of collaboration between team members and colleagues in terms of everyday activities,
discussions about progress, sharing ideas, and problem solving were promoted throughout the
period.

Unusual working Days

Some days I had to work at unusual times or in different departments. Visits to Shwapno outlets
as well as field trips in job-related contexts such as market surveys, participating in promotional
events or conferences with suppliers were conducted. Also, there were times when overtime was
needed to cover urgent tasks or allocate time to meet projects’ objectives. Subsequently, when
organizing “Shwapno Ako,” there was overtime and I also had to stay onsite. On the other hand,
overtime was compensated consistently and no regulation was violated. These were all found in
accordance with company labor policies. Special one-off activities like festivals or new launch
parties were frequently time-consuming, preceding weekends due to the need for careful
planning. Adjusting to a non-routine working day required controlled adaptation to the twists and
turns, and, unpredictably, that was part of the job. Prioritization and time management were skills
I acquired during work there, as working at different frequencies and while adjusting to various
workloads, I had to learn to cooperate and manage time.

Work Culture

The company culture in Shwapno was distinguished by professionalism, teamwork, and a zeal
for superior performance, an attribute I witnessed during my internship period at ACI Logistics
Limited. The office was meticulously detailed, creating an amiable and highly productive
atmosphere with workspaces fully equipped for as many people as possible. The workforce
applied a high-minded set of standards, as they came across as upright individuals who were
honest in their contacts and dealings. The spirit of working together was critical to Shwapno's
work, which is the main feature of the frequent meetings of the teams and the supportive
behavior from one person to another. This inclination of people to cooperate was a breeding
ground for new ideas and creativity, the ideas that resulted from the clash of opinions and
perspectives among different people. Moreover, Shwapno placed great emphasis on the
implementation of the “never quit” policy and thus motivated their employees to achieve
greatness while at the same time looking for progress through learning and training
opportunities. The organization embraced the employee welfare aspect and work-life balance by
offering flexible hours and other support to designated employees, ensuring that their job does
not consume their whole lives but fits harmoniously into it.

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4.3 Difficulties and Challenges

Throughout my internship period, I've faced some challenges that took me out of my comfort
zone and helped me become more adaptive. Some challenges are mentioned below:

1. Language and Communication: Language and communication problems also made it
more difficult for me, mainly when I collected information and initiated talking with
customers. Mainly, English language was more popular in workplaces and some
customers preferred Bengali. Communication skills were strongly needed to get accurate
data from the customers. Additionally, I experienced that different cultural backgrounds
could influence the forms of communication, especially during the time when I had to
mention delicate issues like product quality or customer service for example.

2. Transition to Different Department: The change to the category department indeed had
its own hurdles and I had to undertake activities that were different than before. The
market assessment involved the collection of demand data from diverse sources and the
conduct of research on fruit pricing, which necessitated an understanding of item
management and market dynamics at a deeper level. Another task requiring meticulous
planning and coordination was the requirement for the flawless delivery of fruits and
reducing waste. This, at times, was challenging because it required a compromise
between operational efficiency and customer satisfaction.

Despite these difficulties and challenges, each obstacle presented an opportunity for growth and
learning.

4.4 Experiences and Learnings

Every work task that I have been given to do in this internship has brought me a new
understanding of the situation and a better learning experience. Here's a description of the
benefits I gained from each task:

1. Conversion Rate Analysis:
● Enhanced Data Analysis Skills: Analyzing conversion rates involved working

with large amounts of data collected using CCTV footage. Through this
endeavour, I have sharpened my operating skills of interpreting, manipulating,
and visualizing the data with the help of tools such as Excel and PowerBI. By
doing this, I have been able to improve my applied skills in the area of data
presentation.

● Understanding Consumer Behavior: Investigating the conversion rates provided
an understanding of consumers' behavior and purchasing habits,which helped to
recognize the underlying factors of the purchase and to evaluate trends over time.

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● Application of Marketing Concepts: The knowledge of how to assess the level of
marketing strategies that contribute to the conversion of store visitors into
customers was well-practiced by me, and I am now sheltered with marketing
concepts and even their practical world uses.

2. Daily Marketing Activities:
● Creative Skills Development: Devising visual slides for marketing campaigns

taught me how to improvise and design and gave a chance to create effective
marketing material.

● Project Management Abilities: I was particularly responsible for the planning and
coordination of delivering marketing materials, which required juggling between
timelines, logistics, and suppliers’ communication; hence, improved my project
scheduling.

● Hands-on Marketing Experience: Inside marketing department environment of
daily operations was pivotal in learning by practice, and thus, I was able to
manage many marketing initiatives and comprehend their power over brand
recognition as well as customer relationships.

3. Market Survey and Customer Feedback:
● Communication and Interpersonal Skills: Performing market surveys included me

communicating with customers directly as I was looking for their input, and
consequently, I developed my communication and interpersonal skills.

● Customer-Centric Mindset: With the awareness of customer wishes and pain
points, a customer-centric approach has risen, whereby the attention of the
company has somehow been directed at ensuring the customer's needs have been
met and their shopping experiences elevated.

● Analytical Thinking: Summarizing survey data and getting ideas about the most
popular reasons for no-purchase involves analytical thinking and
decision-making. This helps me to come up with appropriate resolutions aimed at
improving business processes.

4. Category Department Support—Fruits Section:
● Inventory Management Skills: Gathering demand data and delivering fresh fruits

called for good stock control, which expanded my ability to document and
improve inventory levels.

● Market Research Expertise: Having market research on fruit price trends took me
through the analytical process of market analysis and also showed how traders in
retail do pricing.

● Cross-Functional Collaboration: In addition to the category department,
collaboration with other departments such as systems and pipelines and working

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across team boundaries, I developed my skills in cross-functional teamwork and
communication.

Each time I completed an internship task, I felt that it had significantly increased my level of
ready-to-use skill and, in parallel, improved my practical knowledge base and my understanding
of retail operations. The whole period of my internship has been a major factor in the
development of my professional skills, and I am more prepared for upcoming roles in the
industry now.

4.5 Interaction with Co-workers

My interactions with company employees were frequent and varied, contributing significantly to
my overall learning experience. The communication modes employed were diverse, ranging
from in-person interactions to digital communication channels, depending on the nature of the
task and the preferences of the individuals involved.

The meetings were held on a regular basis for the team to go over the progress of the company,
the tasks in hand, and the problems that might have been encountered. During these meetings, we
confirmed the role and positions in building the team and also set the boundaries of
responsibility and cooperation between the colleagues and the supervisors. Sometimes, we met in
our departments and carried out drafting sessions on new concepts, departmental problems, and
the preparation of tasks slated to come. These sessions were interactive and focused on
pinpointing the views and perspectives of team members. The primary source for official
communication was e-mail. The e-mail was implemented for conveying the instructions, sharing
project updates, and seeking clarification of the tasks. It was more than a mere messaging tool, as
it was used to arrange meetings, distribute monitoring reports, and organize travel and events
planning. WhatsApp platform and other instant messaging tools were used for fast
question-answer sessions, casual discussions, and coordination of course work that the team
members were engaged in. Through these channels, promptly sharing information and important
matters was possible, with managerial decision-making being rapidly done. Video conferencing
facilities like Zoom and Google Meet were deployed for conducting virtual meetings and when
we interacted with each other remotely or physically, it was not possible. This allows for the
creation of virtual meetings that let workers communicate face-to-face with one another and
build collaboration across distances. Communication was a regular matter. Especially during
both briefings, the ones for the starting of the day and the ones for the finishing of work, there
were instances where duties were determined and progress was discussed. Through these
engagements, we could be on the same page and raise any issues or queries as they happen. The
sheer pace of completing tasks on the spot necessitated regular dialog among team members in
between sessions whenever something needed to be addressed by the group or when individual
problems had to be solved with their consultation. On every Thursday, progress updates were

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issued by supervisors and interns that allowed reflections on achievements, pinning down
problems and areas that needed improvement, and setting of goals for the upcoming week.

The contact with company employees at ACI Logistics Limited Shwapno was shaped in a
manner that harmonizes in-person and digital channels of communication to accomplish the
objectives of collaborating and sharing information and to create a proper teamwork atmosphere.
How much we were interacting varied depending on the specific assignments and project
timelines, which, on the other hand, ensured that there was no delay in communication and
tracking of the development during the internship period.

4.6 Working Tools

Here are the working tools I utilized during my internship at ACI Logistics Limited, Shwapno:

● Most of my work required the use of Microsoft Excel. I used it for counting footfall,
compiling the store visit data, demand allocation of fruits, inputting information about
vendors, suppliers, store managers, etc. I’ve learned to use VLOOKUP and the pivot
table in this process.

● By using PowerPoint, I was able to create visually appealing slides for promotional
campaigns and presentations related to marketing activities. I also used it to prepare
reports and presentations summarizing findings from market surveys and data analysis.

● Microsoft Outlook was used for official communication, including exchanging project
updates, scheduling meetings, and sharing reports or documents.

● For conducting an online meeting, I was instructed to use Zoom.

● I learned to use SmartPPS software for counting footfall.

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Chapter 5: Analysis and Findings

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5.1 Company Level Analysis

ACI Logistics Limited is the top brand in retail in Bangladesh. The brand is known as Shwapno.
Being the largest retail store in the country, Shwapno is visited by over 35 thousand families each
day. When they launched their platform in the early years, it catered mainly to existing
conventional retail customers and other distribution channels, with many segments in its efficient
processes. Over the years, they have been implementing efficient business operations. From
those operations, the utilization of SAP seemed extremely efficient to me.

Implementing SAP (Systems, Applications, and Products in Data Processing) at ACI Logistics
Limited Shwapno offers numerous benefits for both the company and its customers, which are
mentioned below:

For the Company

1. Integrated Business Processes: SAP has allowed ACI Logistics Limited to implement
an integrated platform serving multiple enterprise processes, such as accounting,
procurement, sales, inventory management, and human resource management. Such an
integration covers operational activities greatly, removing redundancies and increasing
efficiency in business operations.

2. Real-time Data Insights: SAP improves performance reporting and analysis services for
managers of Shwapno by making data that they need available in real-time and important
indicators accessible. It helps with decision-making and creates proactive resource
management equipment.

3. Improved Inventory Management: inventory management module of SAP that targets
minimizing stockouts, carrying costs, and optimizing stock levels is a component of SAP.
By ensuring product availability in the right way and at the right time, Shwapno is able to
maximize customer satisfaction and obtain long-lasting loyalty.

4. Enhanced Customer Relationship Management (CRM): SAP stands for Customer
Relationship Management module in the application Shwapno, which helps the
organization manage their customer interactions, record sales leads, and analyze customer
preferences. It goes along with personalized marketing campaigns, higher attention to
clients, and ensuring that the clients will remain.

5. Efficient Supply Chain Management: Through SAP's supply chain management
module, Shwapno gets full realization of the supply chain processes and ensures their
optimal functioning. Examples include the accomplishments of forecasting demand,
working with suppliers, and refining logistics, which bring about cost efficiencies and
better services for customers.

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For the Customers

1. Improved Product Availability: SAP enterprise resource management system has an
automated inventory regime that guarantees the availability of the products that
customers need. This ensures a consistency of stock quantities across Shwapno outlets,
thus significantly reducing stockouts and improving the overall organic patronage of the
outlets by their customers.

2. Enhanced Shopping Experience: Through the CRM module of SAP, Shwapno is able to
offer customers a customized shopping environment as per their personalized choice. It is
achieved through the integration of customers histories and preferences. For example,
this can be done by having laser-focused offerings, giving targeted recommendations, and
rewarding loyal clients by means of loyalty programs, among other features.

3. Faster Order Processing: SAP has helped Shwapno speed up order processing, which
leads to shorter check-in times and more efficient transactions at the customer`s side. It
facilitates quicker checkouts and improves performance level of the shopping activity by
reducing queue times.

4. Accurate Pricing and Promotions: Through the timely execution of accurate pricing
and special promotions that ensure consistency and accuracy, and therefore eliminate
potential problems of customers having complaints about them,. Through the use of
technology, buyers can be ensured that they have received the right price on their
purchases and any discounts if necessary, which increases their confidence in your
business and loyalty.

5. Transparent Communication: SAP is endowed with an up-to-date reporting feature,
and it is with this tool that Shwapno promptly communicates with clients, covering
product availability, promotions, and all other important information. Trust and
transparency can again be encouraged, which will push consumer satisfaction to a greater
level.

Implementing SAP at ACI Logistics Limited Shwapno offers numerous benefits for both the
company and its customers. It made their whole business process more efficient.

Besides this, there were some processes at the Shwapno that seemed inefficient to me. I think
these processes require improvement. Those processes are mentioned below:

1. Conversion Rate Analysis: CCTV footage remains a vital source of data in the
conversion rate analysis. However, it can be more smoothly improved. The manual data
entry at the activity tracking footfall and purchase data into an Excel sheet was not easier
and also had a tendency to lower the quality of the data. Utilizing those tools, which
would improve efficiency and aid in data accuracy, would foster the process.

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2. Customer Feedback Analysis: Market surveys proved to be a greatly informative
mechanism for the discovery of customers' tastes and preferences, but there was evidently
room for development in terms of data analysis and acting on the data. Establishing
formal platforms, including but not limited to those that collect, analyze, and act upon
consumers' feedback and evaluate what needs to be improved by customers, such as
product quality or customer service, could really be helpful in finding and identifying
factors that require solutions.

5.2 Market Level Analysis

Analyzing ACI Logistics Limited's competitive stand in the market includes an array of factors,
which I have noticed while performing my internship placement. Through my direct involvement
and analysis, I can offer a perspective on the company's competitive landscape and strategic
standing.

Brand Perception and Differentiation

Brand perception and differentiation factors are vastly important in strengthening Shwapno's
competitive edge within the consumer market. By carrying out market research and face-to-face
interactions with our customers, I delved deep into consumer perceptions and sentiments around
the features and positioning of Shwapno Brand and compared these to those of competitors.

The insights gleaned revealed a multifaceted portrait of Shwapno's brand perception,
underscored by its strategic emphasis on key pillars: value, affordability, and a customer-focused
approach. The Shwapno customers used to associate the brand with providing top-quality
products and services, indicating that high standards and swift fulfillment of the clients’ needs
were the major principles of the company's functioning. This image also increases the amount of
respect and confidence that the brand has in turn, which will be the foundation of the loyalty that
the customer will acquire over the years. However, Shwapno focuses relentlessly on the problem
of affordability, and this is the area that is especially close to the hearts and minds of consumers
in the situation of high prices and economic instability. Shwapno meets this challenge by
providing competitive prices without making any sacrifices in quality, thus creating a symbol of
value for customers, especially those shopping on a budget. This consequently contributes to
making Shwapno a favorite place for buying all daily necessities. As such, in every part of the
purchase process, customer-centricity becomes a compulsive feature. It shows how the customer
is the central point of the experience and every moment of the interaction. To achieve full
customer centricity, Shwapno emphasizes the needs and wishes of customers as the top priority
as it engenders strong loyalty and affinity amongst its customer base, which essentially moves
beyond transactional interactions to nurturing meaningful, long-lasting relationships and
advocacy of the product.

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In a nutshell, Shwapno's achievements in brand differentiation stand as a vivid example of a
perfect blend of quality, affordability, and customer care, which makes the brand outshine in the
market, and apart from that, it gets to resonate and be relevant in the hearts and minds of
consumers. The inventive announcement of Shwapno not only elevates its competence but also
leads to the formation of customers who regard Shwapno as a reliable partner in the retail
atmosphere.

Product Portfolio and Innovation

The key determinant of Shwapno’s competitive advantage is its product mix and innovation
strategy. Within this period, I had seen the company’s ambitious move in product diversification
as well as innovation by introducing new styles and the desired change in its customers'
preference patterns. Through the process of continuous innovation and incorporating products of
different types, Shwapno is becoming the master of the competition and is always on top.
Shwapno has come up with so many products under their own brand. Some of them are shown
below:

Figure 12: Shwapno-branded products
Source: https://www.shwapno.com/Shwapno-Own

In the retail business field, Shwapno's reputation plays a leading role in its innovative and
reactive attitude to changing marketing conditions and customer thinking. Rather, Shwapno
proves a unique skill by using all the time possible to incorporate new products and services to
keep the company's product line upbeat and in line with consumer needs. What truly made
Shwapno distinctive was that the company was at the frontier of an innovative world. This
mindset not only placed Shwapno on top of the industry as a trendsetter but also made the
company a top-level competitor that became able to cater to the various needs of customers. In
commercializing Shwapno's products, the organization makes use of its thorough grasp of market

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dynamics and consumer behavior. It uses these to understand what's trending and where there are
gaps. It then leverages this knowledge to come up with innovative offerings that satisfy its target
audience. Shwapno does it all—whether it is an introduction of uncommon food or beverage
flavors, expanding organic as well as health-conscious product collections, or incorporating
convenient services so as to make shopping a much more rewarding experience. In fact, it aspires
to start a tent in the future by maintaining the newest trends and meeting the requirements of the
customers even before they arise.

Pricing Strategies and Value Proposition

Shwapno prioritizes competitive pricing as the core of its market strategy, understanding that in
the competitiveness of the retail sector, it needs to be a reputable business to attract and keep
customers. This strategy requires the company to set prices for its goods and services that are
either at par or lower than those of its existing competitors, yet without minimizing the quality or
value of its products. Through this marketing approach, Shwapno consequently prevails as the
top choice among price-sensitive shopper categories who are able to enjoy high-quality
merchandise while also being able to save on price. The introduction of competitive pricing
involves an intensive examination of market sizes and of market players to detect where these
players are positioned and also where these players have a chance of outshining the industry's
prevailing rates. This data-driven approach strengthens Shwapno's pricing strategy, ensuring that
prices are balanced enough to satisfy the needs and wants of a diversified group of customers. As
a matter of fact, competitive pricing serves as a strong differentiating factor for Shwapno to
occupy a separate niche amidst tremendous competition, where quite a large number of different
companies are providing the same products and services. To successfully retain customers,
Shwapno manufactures a wide variety of competitively priced products that contribute to taking
up market share and becoming the supermarket of choice among buyers who feel more value for
their money when choosing Shwapno products over rival brands.

Customer Experience and Service Quality

Shwapno highly regards customer experience and service, which are part of the ethos of the
brand, and each one of the steps taken in the customer journey is towards ensuring the patrons'
contentment and joy are unmatched. From the instant customers interact with us until they
complete their shopping, all interactions are fine-tuned to be above expectations and to develop
everlasting relations via our business. The sustainable issue for Shwapno relates to the customer
experience, which encompasses unique customer service. Personal and well-informed staff
members are always there for the customers to answer their queries, offer shoppith some advice
on their choice of a product, and make shopping a stress-free activity for customers. Customer
service is one of the most important aspects of shopping in any retail store. Whether the task is
leading the shoppers to get to a product, making personalized product recommendations, or
making the checkout faster, it is the service-oriented approach that makes the atmosphere of a

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shop welcoming and inviting that the customers appreciate. Besides, the Shwapno also
underlines the fact that it puts the priority on product quality and freshness to confirm the
philosophy of its quality in any specific area. From locally grown and fresh fruit and vegetables
to personalized groceries and high-end household products, customers can enjoy confidence in
acquiring only the stuff that has been subjected to meticulous quality control and inspection
processes. Besides delivering quality, this also makes the brand trustworthy, making the
shopping experience memorable every time customers browse through a shop in Shwapno
outlets.

These are the reasons why customers prefer Shwapno more than any other retail store. And
they’re being able to grow continuously, which resulted in huge market share. The market share
of some retail stores in Bangladesh is shown below in the pie chart:

Figure 13: Market Share of different supershop brands (in terms of revenue generation), %
Source:

https://futurestartup.com/2019/05/05/an-economic-case-for-reducing-vat-rate-on-supershops/

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5.3 Professional Level Analysis

The marketing internship at ACI Logistics Limited left a strong impact on my future career as a
practitioner and helped me integrate the theory supported in my university studies with
industry-based experience. Here's a detailed analysis of how this internship influences my career
plans, correlates with my academic background, and addresses the challenges encountered:

Influence on Future Career Plans

1. Enhanced Skill Set: The internship with ACI Logistics Limited Shwapno has been much
of an experience in learning the various skills required to excel in the marketing
profession. Hence, the process, ranging from thorough data analysis to deep market
research and up-close customer engagement, enriched my skill set. I gained skills in
employing tools such as Excel for data analysis, administering surveys to gather
information about the needs of consumers, and crafting brilliant marketing strategies as a
result of my hands-on experience. These tactical abilities are not only marketing openings
for me, but to be honest, I started to believe in myself and my ability to survive in
marketing world.

2. Clarified Career Goals: I realized the breadth and depth of marketing activities and
departments during the orientation and found competency in the field in which I aimed to
pursue my career. The variety of the different jobs within the marketing complex, such as
analysis of conversion rates and management of promotional campaigns, demonstrated in
front of me the range of the marketing sector's capacity. This exploration assisted me to
initiate a p