APEX Adelchi Footwear Ltd.presentation

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  • 1. WELCOMEWELCOME TO
  • 2. Members ofMembers of ...... group at a glancegroup at a glance  ........ 101131011101131011  ................ 101131011101131011  ............ 1011310110113101 ................ 1011310110113101 ................ 101131010101131010
  • 3. Apex Adelchi FootwearApex Adelchi Footwear LimitedLimited byby --------
  • 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
  • 8. Organizational product & featuresOrganizational product & features Apex products features:Apex products features: i.i. Women’s Apex Footwear:Women’s Apex Footwear: a. Casual:a. Casual: - Mary Janes, Oxford, Stretch, Loafers & Alip, Sandals, Boots, Heels, Clogs.- Mary Janes, Oxford, Stretch, Loafers & Alip, Sandals, Boots, Heels, Clogs. b. Dress:b. Dress: - Flats, Boots, Stretch, Heels, Sandals.Flats, Boots, Stretch, Heels, Sandals. c. Sandals:c. Sandals: - Thong, Slide, Quarter Strap, Gladiator, Flats, Heels.- Thong, Slide, Quarter Strap, Gladiator, Flats, Heels. d. Boots:d. Boots: - Dress, Casual, Equestrian, Waterproof, Barriers.- Dress, Casual, Equestrian, Waterproof, Barriers. e. Athletic:e. Athletic: - Runner, RX, Apex Runners, Apex Walkers.- Runner, RX, Apex Runners, Apex Walkers. f. Barriers:f. Barriers: - Flats, Boots, Oxfords, Clogs, Zips, Mary Janes, Waterproof, Fur.- Flats, Boots, Oxfords, Clogs, Zips, Mary Janes, Waterproof, Fur.
  • 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.