Executive summary

SHWAPNO is a part of ACI Logistics. The ultimate objective of

SHWAPNO is to ensure access to a broader range of people of
Bangladesh. It has a special focus to serve the different income
group of the country by providing services that are convenient,
affordable and reliable.
This study will look into the varied strategies developed and
implemented by SHWAPNO to achieve its dominant position in the
marketplace. Some of the strategies were developed as a result of
market dynamics, while others were developed as a result of
desperation.
Introduction
ACI group is one of the largest conglomerates in the country with
businesses in pharmaceuticals, agriculture, consumer products etc.
However, SHWAPNO is a business unit of ACI logistics. SHWAPNO is the
largest retail company in Bangladesh currently holding a share of 35% of
the retail industry.
Super Store is a new concept in Bangladesh. The Chain Superstores are
now a growing phenomenon in city area. As the customers are
increasingly becoming more aware of the conveniences and their own
lifestyles, they are in many cases preferring to go to a Chain Superstore
for their everyday shopping rather than to small departmental stores
around.
Objectives
Three objectives will be covered in this study

To identify and describe the Key Success Factors (KSF) of 2 branches

of Shwapno.

To make a comparison with Mirpur and khilgaon branches of

SHWAPNO based on key activities.

To make some recommendation to develop the current scenario.

Methodology
Research comprise defining and redefining, suggested solution,
collection, organizing and evaluating data, making deduction and
reaching conclusion and at last carefully testing the conclusion.

Type of Research
The Research is exploratory in nature

Area of Study
The study was conducted at Mirpur and Khilgaon area of Dhaka City.
Methodology (Continued)
Primary Data
For the purpose of collection of primary data, a well-structured
questionnaire was filled by the respondents.
The questionnaire comprises of close ended as well as ended
questions.

Secondary data
Secondary data was collected from -
Annual reports of Swapno.
Different articles on Shwapno about their performances.
Problem statement

As the competition is rising, Shwapno is facing problems to increase the

market share and the relative financial and non-financial performances.
In this research analysis between two branches of Shwapno will help to
determine the success factors to provide a better service to the target
customers.
Research design
In this section, mainly three key issues are listed:

Sampling Method
The sampling used for the study is non-random sampling. The
researcher consciously selected two retail chains employee and
managers for the sake of the study.
Research design (Continued)

Sample Size
Basically 2 responsible head from two branches will be interviewed to
make the comparison. Responsible person will be the in charge of each
branches.

Analysis Tools Used

The following statistical tools were used in the study:
- Simple percentage analysis
- Weighted average method
Limitations
Most of the business organizations in Bangladesh do not share much
of their information to the public, so this will be a major problem to
conduct the research.

The target customer of Swapno is somewhat different from other

likely organizations because Swapno tries to set its market strategy on
low cost strategy.

To compare two branches the report will need some operational data
which will be unavailable due to the privacy policy of Shwapno.
Conclusion
Much of SHWAPNOs recent success rests with the innovative business
strategies employed by the company. Initially, during its inception,
SHWAPNO had a rocky start.
Under the stellar and inspiring leadership of the current management,
SHWAPNO has been making success to realizing the dreams and
aspirations of its founders.
Reference
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