Safe works - Better works - Better life

Part: 2
Organizational Study

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2.1 Company Background:

Britex Group is a diversified business entity which has Compliant & Specialized Apparel
manufacturing facilities. Britex Group started its business in 2003 and till date it has resulted in
a conglomerate of 6 concerns.

Britex Group has a dedicated and skilled workforce of over 7000 employees and an annual
turnover of USD 70 Millions. We do supplies quality apparels globally to renowned retailers
and brands with strong focus on upholding the fashion and reputation of the readymade
garments and apparel industry worldwide. The continuous growth of this group is moving
forward hand on hand with the support of our valued customers and partners.

Britex Group is committed to provide the best quality products and services through competent,
dedicated workforce and state-of-the-art technology to minimize cost of our business operations.

Britex Group is very much concern on workers Occupational health & safety, Safe working
condition throughout its production facilities. All manufacturing units have fire hydrant system;
auto smoke detection system, fire doors and others required equipments for an environment of a
safe and secured workplace.

Britex Group believes in Safe works - Better works - Better life.

2.2 Organization Culture:

The management of Britex Group is dedicated to its commitment of quality and all employees of
the organization follow documented procedures to ensure quality standards.

2.2.1 Decision-making

Decision making is a big issue in every organization. In Britex Group the top-level management
is responsible for taking decision about any particular matter of the organization.

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2.2.2 Teamwork

Britex Group believes in teamwork. Every employee is a part of a team for doing any activity.

2.2.3 Corporate Logo:

2.2.4 Vision:

The vision of Britex Group is to be recognized as a leading fashion manufacturer, known as one of the
most stable, dedicated and trusted company in the industry that has gone beyond business for maximum
satisfaction of our customers by improvement of operational efficiency, cost effectiveness, latest design
and talents of our workforce.

2.2.5 Mission:

Britex Group is committed to maintain discipline, punctuality and quality products at reasonable
price and ensure quality service. Their focus is on the buyer needs and satisfaction. They always
maintain delivery schedule according to buyers requirement Britex Group acts on the basic
premise that Fashion is an exploration into the image people seek to convey-about themselves
and the way they live.

2.3 Business Policy:

Always strive for excellence in manufacturing our products.
Always strive to satisfy our customers.
Always comply with all requirements of our customers and any laws and
regulation that might apply.
Improve the effectiveness of our quality management system via audits,
corrective and preventive action and review of our achievements.

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Improve our performance by making and achieving quality objectives.

Communicating this policy so that it is accepted and understood throughout the company.
Review this policy and make changes as appropriate at least once a year.

2.4 Strategic goals & Objectives:

The company sets the following objectives for it to achieve:
To strive hard to optimize profit through conduction of transparent business operations
within the legal and social framework with malice to none and justice for all.
To create more jobs with minimum investments.
To be competitive in the internal as well as external markets.
To maximize export earning with minimum imported in-puts.
To reduce the income gap between top and bottom categories of employees.

2.5 Corporate Profile:

Name of the Company: Britex group

Factory Address :Konabari, Gazipur, Bangladesh
Corporate Office: House# 467, Lane # 8, DOHS Baridhara, Dhaka-1205, Bangladesh
Nature of the company :
Managing Director: Syed Sadek Ahmed
Year of Establishment : 2003
Quality Certification:

ISO 9002
ACCORD
SADEX
BSCI
Topson Downs
CTPAT

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WRAP
ICS
ALLIANCE

Number of Employee:7000
Number of Business Unit: 6
Annual Turnover: $ 70 Million
Dialogue: Safe works - Better works - Better life
Phone: +88-02-929 8880-1
Fax: +88-02-929 7560
Email: www.britexgroupbd.com
2.6 Organization Values:
Integrity
Commitment
Customer Satisfaction
Innovativeness
Fairness
Environment
2.7 Products of the Organization:
Britex Group takes orders from the buyer the following products. These are

Mens / Ladies Shirt

Shorts Pant
T-shirts
Polo shirts
Jacket
Ladys wear
Childrens wear
Basic T-shirt
Sweat Shirt
Tops

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Trousers
Sports wear
2.8 Some Picture:

Man Tee Ladies Tee Polo Shirt Sports Polo

Sweat Shirt Hoodie Hoodie Jacket Sherpa Insert Hoodie

Sports Set Sports Shirt Kids Fleece Set Leggings

Woven Shorts Fleece Shorts Woven Tops Woven Fancy Top

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2.9 Corporate Governance:

Managing Director

Executive Director

General Manager

Accounts
Merchandising Quality Assurance
and Admin
Manager Manager
Mnager

Sr.Merchandiser Q.C. Q.C. Q.C.

Merchandiser

Asst. Merchandiser

Fig 1: Corporate Governance

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2.10 Major Buyers:

Charles Vogele
Groupe Zannier
Lotto
Kappa
Sears
Groupe Auchan
Inters port
ZXY
Admiral
Best & Less

2.11 Office Equipment:

Personal Computer 65

Printer 22

Server 04

Photocopier Machine 05

Air Conditioner 18

Microbus 12

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2.12 Corporate Social responsibility (CSR) commitments:

Britex Group commitments are as following:

Execute business with transparency and integrity.

Comply with all legal requirements to conduct business.
Emphasizing and rewarding for better job.
To become environment friendly as much as possible.
Focusing on improved service to the customers and stakeholders.

2.13 Market Share of Britex Group:

Companies 2013 2014 2015

Britex Group
50.00% 50.31% 47.46%

Beximco
21.6% 27.35% 32.06%

Radiant Int Ltd

13.40% 11.10% 11.87%

ACI Ltd
3.90% 3.22% 5.48%

2.14 Target Customer:

Usually all aged people are the target customer of Britex Group

2.15 Macro Environment Situation of Britex Group:

To develop a well relevant and rational merchandising strategy a merchandiser manager has to
analysis the macro environmental forces may be a major variable for marketing activity.
Remaining the rapid changing global picture Britex Group must monitor six major forces such
as:

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1. Demographic
2. Economic
3. Natural
4. Technological
5. Political/legal
6. Cultural etc.

In the aspect of Britex Group the main macro environment forces are to be discussed as bellow.

2.15.1. Demographic Environment:

Demography is the study of human population in terms of soiree, density, location, age sex,
race, occupation and other information. The demography environment is major interest to
marketers because it involves people and people make up the markets

2.15.2. Economic Environment:

The economic environment consists of factors that affect available buyer relation and World
economic situation. Total buying situation depends on current economic position of the world
and prices of product and credit policy. The economic environment of Britex Group is better
than other. The Company is accepting the challenge posed by a changing world economy use
of the opportunities.

2.15.3. Natural Environment:

The natural environment involves natural resources that are needed as input use by marketers
of which are effected by marketing Britex Group use various types of chemical and raw
materials which has natural impact.

2.15.4. Technological Environment:

Technology is the most significant factor in the Britex Group. Britex Group is one of the most
modern garments Companies in the Asia pacific region. The garments company use of the most
advanced and high tech equipment from worlds leading manufactures. Britex Group has used

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very latest and computerized modern technology. Technological environment support other
machine of this company are-
The company has a completely self-sufficient infrastructure with the complete power
steam refrigeration, compressed air and water requirements for operation generated in
house
Chemical and water waste is cleaned in a modern effluent treatment plant complying with
the most stringent international standards.

2.15.5. Political and legal Environment:

Merchandising division is strongly affected by the development of political and legal
environment. The environment is composed of laws, governments agencies and pressure
groups that influence and limit various organizational and individuals.

2.15.6. Cultural Environment:

Cultural environment is made up of institutions and other forces that affected societys basic
value, perceptions, preference and behavior. Cultural factors are important for Britex Group
products because the cultural factors effect on garments goods.

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2.16 Porters Five Forces over Britex Group:

Threat of
new
Entrants

Bargaining Bargaining
Power of Rivalry power of
Buyer suppliers

Threat of
substitute
Products

Figure 2: Porter five Forces

2.16.1 Threat of new Entrants:

Present conditions in Bangladesh the possibilities of new entrants in garments business are
medium. New entrepreneur are not agreed to invest this business side. Main Reasons are
given below:-

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Main Reasons are Political instability of Bangladesh. Current Political system is not
favorable for new entrepreneur decision to make a new business in this sector.

Garments business is now in dam position from last few years in Bangladesh. Investors
didnt gain their actual profit. India, China, Thailand etc are going to captured forward
market position in garments business.

Lots of garments industries are very much leading position in Bangladesh. So it is very
difficult to make a competition against those well establish industries.

2.16.2 Threat of substitute products:

Basically threat of substitute product in garments industries means new product design and
diversification, advance technology. Buyers taste and chose are different and it will change
in day to day. Some are updated even some went back to the past 50 years design. So near
competitors are much more advance in this side. So we can say in garments industries based
on Britex Group the threat of substitute product is high.

2.16.3 Bargaining Power of Buyer:

It is automatically high. Because there are many industries are in Bangladesh. Positive point
is that every industries target profit margin is little bit same in average. So buyer all the time
wants to buy the good qualities products with a low price. So they have a big bargaining
power about price negotiation with seller. If the price matches with their conditions then
they will buy the product otherwise they have to find another.

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2.16.4 Bargaining Power of Suppliers:

It is usually medium to high. The price of supplying products is not same. It will change in
day to day even in hour. So suppliers have opportunities to make a bargaining with buyer.
On the other hand some time Britex group have long term business deal with supplying
company. So in that case suppliers give some benefit to Britex group. Basically supplying
products are hand tag, level, poly pack, Zipper, Bottom, Washing chemical and colors etc.

2.16.5 Rivalry among the firm:

Most industries the intensity of competitive rivalry is the major determinant of the
competitiveness of the industry.
Potential factors:

Sustainable competitive advantage through innovation

Competition between online and offline companies
Level of advertising expense
Powerful competitive strategy
Firm concentration ratio
Degree of transparency

2.17 SWOT Analysis of Britex Group:

2.17.1 Strength
Large amount of asset
Huge capital involvement
Management competence
Unique Product
Well famous brand name.
Good material management system
Sound marketing skill
In house power generation capacities

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Structured Human resource department

Modern technology

2.17.2 Weakness
High cost structure in high comparison to their competitor.
Lazy worker.
Frustration of employee.

2.17.3 Opportunities
New services help Britex Group to meet their customers needs better. These services
can expand Britex Group business and diversify their customer base.

2.17.4 Threat
Climatic change
Political Instability
Substitute Product
Economical Instability
Many neighbor countries are advance situation

2.18 Observation of Britex Group:

Marketing Division is very alert about market price and also the process target warranted
policy very well and provides better ideas. So that they can choose Britex Group.
In this process there is no nepotism so there are higher possibilities to be selected
without having any back

When they search for any experienced people they give more concentration on previous
experienced, Educational background, length of services etc. So that they can select the
most suitable experienced people.

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When they select entry level candidates than they concentrate more on pro-activeness,
creativeness, ideas which related with the post.
Britex Group has CV bank. At the time of selection process they collect CV form the bank
and give chance to them.
In the time of calling the candidates for interview or written exam, if the candidates
missed then the officers try hard to inform them.
HR selects candidates from a pull of application so that they can choose most suitable
candidates.

2.19 Various Department of Britex Group:

2.19.1 Merchandising Department:

This department is very much important for every garment industries. Merchandiser is a data
bus between buyer and seller. Merchandising department perform the activities from collecting
order to reaches the product on buyer. This department is responsible for providing all the raw
materials needed for all kinds of garments products.

2.19.2 Accounts Department:

All the accounts of the organization are controlled by the accounts and administration
department. Accountants record all the accounts; calculate profits or losses, prepared financial
report.

2.19.3. Commercial Department:

Total transportation activities, i.e. Import-export, L/C open, or any other banking activities
performed by commercial department. Commercials manager cover all the activities.

2.19.4. Human Resource Department:

This department is very much important managing staff and employee of the company. It looks
after the problem and opportunities of the companys employee.

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2.19.5. Quality Control Department:

This department always takes care of quality. This department control by the Q.C. Managers.
They verify the quality as the buyer indicates their order. They audit all the process, pre-
production to packing & final audit. Q.C.process is indicated previous.

2.19.6. Production Department:

Under production department there are various sections that are given below:
A) Knitting and dyeing section
B. Cutting section
C. Sewing section
D. Wash room
E. Iron section
F. Finishing section
G. Store section

2.20 Facilities for Staffs and Employees of Britex Group:

Britex Group is one of the most profitable companies in Bangladesh. In view of acute un-
employment situation of the country Britex Group give following benefits to all level of staffs
and employees every year:

Appoint young, energetic and fresh individual: Britex Group have taken bold decision
to appoint young, energetic and fresh individual to solve un- employment problem from
this poor country.

Overtime facilities: In this organization the employees work 6 days in a week. Work
starts from 9 am to 7 pm. The work is performed at one shift. There is a break time for
launch for one hour.

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Festival bonus: Every employee gets festival bonus in two Eid (salary or wage). Beside
this they also get another bonus for extra production and part of profit.

Training facilities: Britex Group budgeted an amount for the skill development of their
selected staffs and employees.

Transportation facilities: Every staff an employee get transport facilities in office work
purposes.

Medical facilities: There is a medical facility to all employee of the company. In this
company doctor teams come to factory directly for medical support.

First aid facilities Britex Group has a primary medical for facing any kind of unfortunate
accident, which cost a part of budget every year.

Research and development facilities: There are a budget for research and development
of Britex Group each year. So, anyone can get an opportunity to research for his/her skill.

2.21 Core Strategies of Britex Group:

Britex Group dedicated to meet and fulfill customer requirement in garments making
(knit) and also try to satisfy their employees.

It has provided its staff with better working environment and facilities, which
enhanced efficiency and output.

It has ensured sufficient training and suitable work to increase productivity and skills
of the employee.

It always measures its performance in all areas from time to time and takes measures
to continually improve quality, work environment and employee satisfaction.. .

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