Organizational Culture of ACI Ltd

1.0 Introduction:
As the requirement of the BBA program in United International University, it is must for
every student to prepare a report and present it with his/her group member to complete
the course properly. As the requirement of our course instructor we had been visited at
Advanced Chemical Industries (ACI) Limited and get the opportunity to see the overall
organization culture specifically the consumer brand during the visited period.
we would like to extend our heartiest thanks to the Consumer Brands Department of ACI
Ltd for allowing us to complete our report. We would like to acknowledge and thank Md.
Rezwan Ullah Khan, (Assistant Brand Manager) and Md. Asadul islam shuvo, Samiul
Haque, Anas Sami, Adnan Quayum (Senior Product Executiver ) give my heartily
gratitude for all the help and guidance he has provided us.

1.1 Background of the report:

1.2 Objective of the report:

1.2.1 General Objective of the report

This report is prepared primarily to fulfill the course Objective.
Course requirement under the Faculty of United International University.
To determine the Organizational culture of ACI Ltd, BD.
1.2.2 Specific Objective:
More specifically, this study entails the following aspects:

1.3 Limitations of the report:

Adequate efforts have been made to prepare this report. But since ACI is a vast
company, knowing its full operations is a difficult task. Therefore we had to make
our report limited to organization behavior of only the Consumer Brands division.
Also a lot of our time was spent on interview.
Finding out the work experience of majority of the employees would have
strengthened the value of this report.

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 Organizational Culture of ACI Ltd

Time constrains: We had to make this report in a short period of this course. For
that reason there was a time constrain for us.
It was a challenge to meet the employee of ACI Ltd, BD.

1.4 Source and methodology of collecting data:

1.4.1 Types of data:

Good research work demands that information, which is likely to have

influence on the research objectives, is collected from all valid sources and is
duly considered. This ensures that the outcome of the research is not biased,
all the possible limitations are catered for and findings truly represent the
practical market scenario. The following paragraphs show the differen t types
and sources of information, which were used in the process of carrying out our
research.

Primary data: Under the primary data collection, we took information

from Organization Behavior books. we have also interviewed the
respondents to collect the qualitative data.
Secondary data: For collecting the secondary data we used some related
journals, related websites and some Previous works of others to get ideas.

1.4.2 Data Collection Instruments:

For data collection, we used structured questionnaire. We have used only one set
of questionnaire for the employee. That is included in the appendix of this paper.
1.4.3 Data Collection Techniques:

We used face to face interview for data collection purpose.

1.4.4 Data Analysis Technique:
We used qualitative data analysis techniques in our study.

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2.0 Company Overview:

ACI was established as the subsidiary of Imperial Chemical Industries (ICI) in the then
East Pakistan in 1968. After independence the company has been incorporated in
Bangladesh on the 24th of January 1973 as ICI Bangladesh Manufacturers Limited and
also as Public Limited Company.

This Company also obtained listing with Dhaka Stock Exchange on 28 December, 1976
and its first trading of shares took place on 9 March, 1994. Later on 5 May, 1992, ICI plc.
Divested 70% of its shareholding to local management. Subsequently the company was
registered in the name of Advanced Chemical Industries Limited. Listing with Chittagong
Stock Exchange was made on 22 October 1995.

Advanced Chemical Industries (ACI) Limited is one of the leading conglomerates in

Bangladesh, with a multinational heritage. The company has diversified into three major
Strategic Business Units (SBUs), which are, Healthcare, Consumer Brands and
Agribusiness

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Company Name Advanced Chemical Industries Limited

Nature of Business Manufacturing, Processing, Retail, Service

Managing Director Dr. Arif Dowla

Address ACI Center, 245 Tejgaon Industrial Area. Dhaka 1208

Phone 880 2 887 8603

Fax 880 2 8878619 & 8878626

Email info@aci-bd.com

2.1 General description of the business:

2.1.1 Company Policies:

ACI has strong Quality Policy, Environmental Policy and Global Compact Endorsement.

2.1.2 Business Units:

Strategic Business Units (SBUs):
Pharmaceuticals: ACI carries the legacy of ICI- world renowned British
Multinational in providing the people of Bangladesh with quality medicines and
healthcare products. Its state-of-the art pharmaceutical plant represents
Bangladesh's quest for a truly world class manufacturing facility. ACI's rich
heritage leads to innovative and higher value added formulations.

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 Organizational Culture of ACI Ltd

Consumer Brands & Commodity Products:

Household Insecticides
Antiseptic & Personal Care
Home Care
Female Hygiene
Commodity Foods
ACI Consumer Electronics
ACI Electrical Division

Agribusiness:
Crop Care Public Health
Livestock & Fisheries
Fertilizer
Cropex
Seeds
Motors

Subsidiaries:

ACI Formulations Limited

Apex Leather Crafts Limited
ACI Salt Limited
ACI Pure Flour Limited
ACI Foods Limited
Premiaflex Plastics Limited ACI Motors Limited
ACI Logistics Limited
ACI Godrej Agrovet Private Ltd.
Tetley ACI (Bangladesh) Ltd.
Asian Consumer Care (Pvt.) Ltd.
Joint Ventures:

ACI Godrej Agro vet Private Limited

Tetley ACI (Bangladesh) Limited

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 Organizational Culture of ACI Ltd

Asian Consumer Care (Private) Limited

Colgate
Panasonic
Dulux
ACI Consumer Electronics

2.1.3 Fundamental Departments of ACI:

Administration department
Finance and planning
Commercial department
MIS department
Distribution department
Training department
HR department

2.1.4 ACI Consumer Brands:

ACI Consumer Brands was initiated in 1995 with two major brands of the company
ACI Aerosol and Savlon. These are two of most prestigious products which are enjoying
the leadership position in the market. The division started to take new businesses through
off shore trading as well as local manufacturing. In this process ACI Consumer Brands
launched many new products and also bonded with Joint Venture business relationships
with Dabur India and Tetley UK and attained international alliances with world
renowned companies.
The Consumer Brands Division boasts in having an unequivocal presence in consumers'
heart with the market leading brands like ACI Aerosol, Savlon, ACI Mosquito Coil &
ACI Pure Spices and Flour. With close to 80% market share in own categories, ACI
Aerosol and Savlon are the persistent performers in keeping the household clean and free
from germs and harmful insects. The ACI mosquito coil has also emerged as a

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formidable opponent to both the mosquito and the competition, by providing effective
and affordable solution to the conscious people of Bangladesh.

A sound mind goes with a sound body-ACI believes in this age old proverb and our
young generation needs to grow up with healthy physique and sound mind who will lead
the nation in future. With this belief, ACI has entered in to the commodity food business
with ACI Pure Brand. The aim is to provide purest of the food products to Bangladeshi
consumers at affordable price for which ACI has invested in very large scale in state of
the art manufacturing facilities for daily kitchen essentials like vacuum evaporated edible
Salt, Spices and Flour. The products are delighting the consumers by providing 100% dirt
free, pure and natural food ingredients which can compete against any international
products.

ACI Consumer Brands is successfully serving the consumer demand for foreign products
in household and personal care category with the world renowned product range of
Colgate, Nivea & Dabur. With the proper distribution and marketing by ACI consumer
brands, the world's No. 1 tea brand "Tetley" is now available to the consumers of
Bangladesh.

As a successful business, The ACI Consumer Brands is focused on achieving the

consistent growth required to continue the success and to make ACI an even stronger
company.

The Consumer Brands believe this is the best way to benefit the consumers, people and
the shareholders of ACI. ACI Consumer Brands Strategic Business Unit is headed by the
Executive Director, Mr. Syed Alamgir. Mr Alamgir is regarded as an authoritarian
personality in the area of Sales and Marketing in Bangladesh market. His track record has
many successful brands which reached leadership position in different categories in
FMCG market. He is supported by competent group of professionals working in the
Marketing and Sales operations

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2.2 Mission, vision and objective of ACI:

2.1.1 Company Mission:

ACIs mission is to enrich the quality of life of people through responsible application of
knowledge, skills and technology. ACI is committed to the pursuit of excellence through
world-class products, innovative processes and empowered employees to provide the
highest level of satisfaction to its customers.

2.1.2 Company Visions:

To realize the mission ACI will:

a) Endeavor to attain a position of leadership in each category of its businesses.

b) Attain a high level of productivity in all its operations through effective and
efficient use of resources, adoption of appropriate technology and alignment with
our core competencies.

c) Develop its employees by encouraging empowerment and rewarding innovation.

d) Promote an environment for learning and personal growth of its employees.

e) Provide products and services of high and consistent quality, ensuring value for
money to its customers.

f) Encourage and assist in the qualitative improvement of the services of its

suppliers and distributors.

g) Establish harmonious relationship with the community and promote greater

environmental responsibility within its sphere of influence.

2.1.3 Company Objective:

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 Organizational Culture of ACI Ltd

2.3 Hierarchy of the ACI:

Figure shows the organ gram of the marketing department of Consumer Brands
Division.

Executive Director,
Consumer Brands

Secretary to ED

Marketing Manager,
CB

Brand Manager,
Business Development Product Manager CB, Dabur/ Heinz/ Searle
Manager, CP ACI

Marketing Executive

Product Officer (1)

Product Officer (2) Product Officer (3)

Product Officer (1)

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 Organizational Culture of ACI Ltd

ACI Limiteds SWOT Analysis

SWOT is the short form for Strengths, Weaknesses, Opportunities and

Threats. It is an analytical Construction to help summarize in a quick and

concise way the risk and opportunities for any Corporation across the value

chain.

o Factors pertaining to the internal environment of the company. These

are usually expressed as Strengths (S) or Weaknesses (W)

o Factors that pertaining to the external environment of the company.

These are expressed as Opportunities (O) or Threats (T).

Strength:

ACI is considered as countries one of the leading conglomerates

because of its performance.
Efficient, capable and honest workforce.
ACI has intense demand of their product which helps them to

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inflate their business.

Considerable financial resources to grow the Business.
Proprietary technology and importance patents.
Ability to take advantage of economies of scale.
Better product quality relative to rivals.
Goodwill of the company.
Different SBUs help them to diversify their Risk.

Weakness:
Higher unit cost relative to key competitors.
Group compliance due to group policy the company has to import
raw materials form neighbor countries (other than those which are
produces locally) resulting cost of production.
Low pack size.
Lack of sufficient promotional effort.
ACI has weaker distribution network and sales force are relatively
low compare to Competitors.

Opportunities:
ACI as a local conglomerate has opportunity for expand its
investment and has potential growth in Bangladeshi market.
Expanding the companys product line to meet a broader range of
customer reeds.
Target and acquire an untapped marketing for vaccines.
Market is significantly large and growing.
Proper utilization of vaccines may result in higher profit.
High confidence brand name and quality.

Threats:
Aggressive movement of rivals.
Slowdown in market growth.
Growing bargaining power of the end Consumers.

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Costly new regulatory requirements.

Competitors lower prices increasing threats from local competitors.

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