2. Members ofMembers of ...... group at a glancegroup at a glance
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4. History of Apex Adelchi FootwearHistory of Apex Adelchi Footwear
LimitedLimited
APEX” means the peak or the zenith since 1975 we haveAPEX” means the peak or the zenith since 1975 we have
strived to live up to our name. Apex Adelchi Footwearstrived to live up to our name. Apex Adelchi Footwear
Limited’s Head Office located at Gulshan-1, Dhaka,Limited’s Head Office located at Gulshan-1, Dhaka,
Bangladesh and the production plant is located in Shafipur,Bangladesh and the production plant is located in Shafipur,
Kaliakoir, Gazipur.Kaliakoir, Gazipur.
Apex Adelchi Limited (AAFL) is a leading manufacturer andApex Adelchi Limited (AAFL) is a leading manufacturer and
exporter of leather footwear from Bangladesh to majorexporter of leather footwear from Bangladesh to major
shoe retailers in Western Europe, North America andshoe retailers in Western Europe, North America and
Japan. The company has revenues of USD 119 million inJapan. The company has revenues of USD 119 million in
2012. AAFL pioneered the export of value added finished2012. AAFL pioneered the export of value added finished
products export in the leather sector of Bangladesh and isproducts export in the leather sector of Bangladesh and is
also involved in the local footwear retail business with thealso involved in the local footwear retail business with the
second largest shoe retail network in the country.second largest shoe retail network in the country.
5. Objective, Vision & MissionObjective, Vision & Mission
Objectives:Objectives:
Manufacturing shoes, boots, sandals, slippers and allManufacturing shoes, boots, sandals, slippers and all
kind of footwear; to market globally not for domestickind of footwear; to market globally not for domestic
market.market.
Visions for the Future:Visions for the Future:
Apex Adelchi Footwear’s vision is,Apex Adelchi Footwear’s vision is, “Honest Growth”.“Honest Growth”.
Missions:Missions:
1. Sustainable Growth1. Sustainable Growth
2. Vendor of Choice2. Vendor of Choice
3 Creating value for our shareholders3 Creating value for our shareholders
4. Proactive compliance.4. Proactive compliance.
6. Production CapacityProduction Capacity
SWOT analysis:
Strength Weakness
1. Market leader 1.Mixture of difference culture
2. Best quality provider 2.Diversified product
3. Packaging design 3.Limitation of offering
4. Fast mover advantage 4.Price structure
5.Distribution channel strategy
Opportunity Threat
1. Economic growth 1.Government regulation
2. Large potential market 2.Shortage of technical person
3. Potable for all aged group 3.Price war
4. Easy to collect raw materials 4.Potential competitor
5. Chance to create a new demand 5.Deflation of money
7. Production Capacity (continue)Production Capacity (continue)
Competitors:Competitors: Apex Adelchi Footwear Ltd.’s main competitors inApex Adelchi Footwear Ltd.’s main competitors in
Bangladesh are BATA, AIMCO Footwear Limited, Fortuna Shoes Limited,Bangladesh are BATA, AIMCO Footwear Limited, Fortuna Shoes Limited,
Shampan Shoes Limited, Titas Footwear Bangladesh and Bay Emporium.Shampan Shoes Limited, Titas Footwear Bangladesh and Bay Emporium.
Strength of Apex Adelchi Footwear Ltd:Strength of Apex Adelchi Footwear Ltd: With large market share,With large market share,
Apex Adelchi Footwear Ltd is the market leader. They have their hugeApex Adelchi Footwear Ltd is the market leader. They have their huge
demand in the foreign market because they could keep up the consistency ofdemand in the foreign market because they could keep up the consistency of
their quality and they are the best quality provider. Their packaging is alsotheir quality and they are the best quality provider. Their packaging is also
unique which their strength is also. They also take the fast mover advantageunique which their strength is also. They also take the fast mover advantage
of the market.of the market.
Weakness of Apex Adelchi Footwear Ltd:Weakness of Apex Adelchi Footwear Ltd: Their products are quiteTheir products are quite
expensive. They have limitations in their offering. Their distribution channelexpensive. They have limitations in their offering. Their distribution channel
has to be improved. Their product is not much diversified.has to be improved. Their product is not much diversified.
Opportunity of Apex Adelchi Footwear Ltd:Opportunity of Apex Adelchi Footwear Ltd: They are getting a largeThey are getting a large
potential market. Their product is suitable for all age group.potential market. Their product is suitable for all age group.
Threat of Apex Adelchi Footwear Ltd:Threat of Apex Adelchi Footwear Ltd: Since Apex Adelchi FootwearSince Apex Adelchi Footwear
ltd is a Bangladeshi based company, some time the foreign governmentltd is a Bangladeshi based company, some time the foreign government
impose some rules and regulation which does not support the AAFLimpose some rules and regulation which does not support the AAFL
9. Organizational product & featuresOrganizational product & features
g. Lynco Orthotics:g. Lynco Orthotics:
- Customizable, Sports, Casual, Dress, Conform,- Customizable, Sports, Casual, Dress, Conform,
Shearling.Shearling.
ii. Men’s Apex Footwear:ii. Men’s Apex Footwear:
a. Casuala. Casual
b. Dressb. Dress
c. Sandalsc. Sandals
d. Bootsd. Boots
e. Athletse. Athlets
f. Lynco Orthoticsf. Lynco Orthotics
iii. Foot Supports, Slints and Gels.iii. Foot Supports, Slints and Gels.
10. Marketing ActivitiesMarketing Activities
Marketing Process:Marketing Process:
Apex Adelchi Footwear is a B2B company; they do not sell theirApex Adelchi Footwear is a B2B company; they do not sell their
products directly to the end user. Their commercial departments workproducts directly to the end user. Their commercial departments work
revolves around only selling to and buying from other business. Itsrevolves around only selling to and buying from other business. Its
main activities are keeping contact with buyer or seller and preparingmain activities are keeping contact with buyer or seller and preparing
necessary documents according to the type of the import or export.necessary documents according to the type of the import or export.
Sales Contact:Sales Contact:
The buyer and seller located in different countries, concludes a salesThe buyer and seller located in different countries, concludes a sales
contract providing the payment method and terms of sale.contract providing the payment method and terms of sale.
Issuing letter of Credit:Issuing letter of Credit:
Revocable and irrevocable L/C.Revocable and irrevocable L/C.
L/C Advising:L/C Advising:
When the buyers and sellers are in the different countries, the risk ofWhen the buyers and sellers are in the different countries, the risk of
the non-payment is high and the authenticity of the letter of creditthe non-payment is high and the authenticity of the letter of credit
becomes a major issue.becomes a major issue.
11. Marketing Activities (continue)Marketing Activities (continue)
L/C Confirmation:L/C Confirmation:
After The Janata Bank and Bank Asia confirms the Letter of creditAfter The Janata Bank and Bank Asia confirms the Letter of credit
AAFL starts working on the shipment of the goods. L/C confirmationAAFL starts working on the shipment of the goods. L/C confirmation
means after analyzing the 28 documents authentication and issuingmeans after analyzing the 28 documents authentication and issuing
banks credibility The Janata Bank And Bank Asia will now take thebanks credibility The Janata Bank And Bank Asia will now take the
responsibility of payment guarantee.responsibility of payment guarantee.
Shipment through freight forwarder:Shipment through freight forwarder:
After the L/C confirmation AAFL contact with freight forwarderAfter the L/C confirmation AAFL contact with freight forwarder
mostly APL Logistics, CMA CGM or Kuehne + Nagel for shippingmostly APL Logistics, CMA CGM or Kuehne + Nagel for shipping
their product to the desired port of destination.their product to the desired port of destination.
Clearing and Forwarding agent:Clearing and Forwarding agent:
GSP approval:GSP approval:
12. Marketing Activities (continue)Marketing Activities (continue)
Presentation of Documents:Presentation of Documents:
Bill of ExchangeBill of Exchange
Performa InvoicePerforma Invoice
Commercial InvoiceCommercial Invoice
Packing ListPacking List
Bill of LadingBill of Lading
Certificate of OriginCertificate of Origin
GSP formGSP form
Export FormExport Form
Amendment Acceptance CertificateAmendment Acceptance Certificate
Export proceeds:Export proceeds:
In Accordance ofIn Accordance of Uniform Customs and Practice forUniform Customs and Practice for
Documentary Credits ApexDocumentary Credits Apex Adelchi Footwear Limited followsAdelchi Footwear Limited follows
acceptance method to obtain the export payment.
13. LEPESTC AnalysisLEPESTC Analysis
11. Legal:. Legal: AAFL must be maintained these regulations to develop theirAAFL must be maintained these regulations to develop their
business: Competitive regulations, Employment law, Futurebusiness: Competitive regulations, Employment law, Future
legislation, Tax regulations, Regulatory, bodies and processes,legislation, Tax regulations, Regulatory, bodies and processes,
Consumer protection, International legislation.Consumer protection, International legislation.
2.2. Ecological:Ecological: AAFL uses natural recourses line, water and show roomsAAFL uses natural recourses line, water and show rooms
are free from smoking.are free from smoking.
3.3. Political:Political: The income source of AAFL get hampered due to politicalThe income source of AAFL get hampered due to political
unrest.unrest.
4.4. Economic:Economic: Due to inflation the rate of Apex production rate increase.Due to inflation the rate of Apex production rate increase.
5.5. Social:Social: AAFL has some special products depend on the culture of theAAFL has some special products depend on the culture of the
area.area.
6.6. Technological:Technological: The selling process of showrooms of AAFL is digitalThe selling process of showrooms of AAFL is digital
transaction process using banking card as ATM, VISA card etc.transaction process using banking card as ATM, VISA card etc.
7.7. Competitive:Competitive: In the first month of the year, the competitor liker asIn the first month of the year, the competitor liker as
Jenny’s shoes produces the school shoes like as AAFL.Jenny’s shoes produces the school shoes like as AAFL.
14. Operational ProcessOperational Process
1. Raw Materials:1. Raw Materials: They import machinery mainly from Taiwan, ChinaThey import machinery mainly from Taiwan, China
and Germany. And they collect leather from Apex Tannery and alsoand Germany. And they collect leather from Apex Tannery and also
from Pakistan, India China, it depends buyers choice.from Pakistan, India China, it depends buyers choice.
2. Production Process:2. Production Process: After collecting the raw materials cuttingAfter collecting the raw materials cutting
department cuts out the leather. In every section AAFL havedepartment cuts out the leather. In every section AAFL have
employed experts to look after the work of the worker and improveemployed experts to look after the work of the worker and improve
the efficiency.the efficiency.
3. Distribution:3. Distribution: After the completing the production factory sendsAfter the completing the production factory sends
confirmation to the head office, and then Accounts and Financeconfirmation to the head office, and then Accounts and Finance
department calculates the cost of the production. After thatdepartment calculates the cost of the production. After that
commercial department start processing documents to export thecommercial department start processing documents to export the
products.products.
4. Exporting country:4. Exporting country: Italy, Germany, France, Japan, Hong Kong,Italy, Germany, France, Japan, Hong Kong,
Austria, Belgium, Denmark, Finland, Ireland, Greece, Netherland,Austria, Belgium, Denmark, Finland, Ireland, Greece, Netherland,
Norway, Check republic, Portugal, Poland, Romania, Sweden,Norway, Check republic, Portugal, Poland, Romania, Sweden,
Switzerland, Slovenia, Spain, U.K., Canada, U.S.A.s.Switzerland, Slovenia, Spain, U.K., Canada, U.S.A.s.
15. Job DescriptionJob Description
1. Nature of the Job1. Nature of the Job
2. Specific Responsibilities of the Job:2. Specific Responsibilities of the Job:
i.i. Maintaining a database of Export, Import and LandedMaintaining a database of Export, Import and Landed
cost,cost,
ii.ii. Work related with Documentary Credit,Work related with Documentary Credit,
iii.iii. Bank Reconciliation,Bank Reconciliation,
iv.iv. Creating VAT/TAX Certificate,Creating VAT/TAX Certificate,
v.v. GSP approval,GSP approval,
vi.vi. Work related with Bill of Lading.Work related with Bill of Lading.
16. Objective & Subjective factsObjective & Subjective facts
Objective fact:Objective fact: Objective fact is a clear,Objective fact is a clear,
measurable and definable reality.measurable and definable reality.
Example: Economic system, NationalExample: Economic system, National
environment etc.environment etc.
Subjective factSubjective fact: Subjective fact is a: Subjective fact is a
particular characteristic which is dependentparticular characteristic which is dependent
on individual’s perception.on individual’s perception.
Example; Human resource.Example; Human resource.
17. StakeholderStakeholder
All organizations have a
number of stakeholders.
A stakeholder is a
person, organization,
interest group or other
body which holds a
‘STAKE” in the
business.
Stakeholders can affect
or be affected by the
organization’s actions,
objectives and
policies.
18. Impact Analysis with other 2Impact Analysis with other 2
competitorscompetitors
Name of the company
Situation APEX Bata Fortuna
Government Stability + + + + + + +
Export Partners + + + + + + + +
Technological Change + + + + + +
VAS + + + +++ + +
Availability + + + + + -
Consumers’ demand + + + + + -
19. ConclusionConclusion
When we began our report writing on the ApexWhen we began our report writing on the Apex
Adelchi Limited, we did not know what to expectAdelchi Limited, we did not know what to expect
from this internship because we didn’t havefrom this internship because we didn’t have
enough insight about the industry. But it turnedenough insight about the industry. But it turned
out to be useful experience for us. Although weout to be useful experience for us. Although we
worked for a short period of time with theworked for a short period of time with the
company it will be helpful for us to get ahead incompany it will be helpful for us to get ahead in
the organizational environment. It benefited methe organizational environment. It benefited me
as we were able to gain a lot of knowledge aboutas we were able to gain a lot of knowledge about
the company and the industry by observing,the company and the industry by observing,
working with the employees of AAFL.working with the employees of AAFL.
20. RecommendationRecommendation
Reducing the Intermediaries:Reducing the Intermediaries:
By introducing their brand to other countries they can create a newBy introducing their brand to other countries they can create a new
market.market.
Skilled and trained employees:Skilled and trained employees:
AAFL need to provide necessary training in technical and practical fieldAAFL need to provide necessary training in technical and practical field
for their employees to develop skilled manpower.for their employees to develop skilled manpower.
Automated system:Automated system:
Need to introduce an automated system for tracking the exports, freight,Need to introduce an automated system for tracking the exports, freight,
C&F fee etc which will be efficient.C&F fee etc which will be efficient.
Backward integration:Backward integration:
Besides leather they have to rely on every other raw material forBesides leather they have to rely on every other raw material for
importing.importing.
Strengthening LFMEAB:Strengthening LFMEAB:
Strengthening the ability of LFMEAB, so they can point out toStrengthening the ability of LFMEAB, so they can point out to
government what are the problems in current export procedure and whatgovernment what are the problems in current export procedure and what
they need to do to ease them.
