Contents

What’s a mega shop? ------------------------------------------------------2

The dream behind Shwapno-----------------------------------------------3
Storage & Packaging of major
Agricultural product of Shwapno-----------------------------------------5
Product Range---------------------------------------------------------------6
Contribution of Agro product
In Shwapno------------------------------------------------------------------11
Sales of Shwapno-----------------------------------------------------------12
Outlets of Shwapno throughout the country----------------------------12
Progress of Shwapno------------------------------------------------------13
Marketing system of
Agricultural product of Shwapno-----------------------------------------13
Price and marketing chain of Shwapno---------------------------------------14
Problems related to marketing
Of agricultural
product----------------------------------------------------------18
SWOT
analysis---------------------------------------------------------------------19
Suggestion and future
Recommendation for
Shwapno-----------------------------------------------21
Thanks
Giving----------------------------------------------------------------------22

1 Department of Agribusiness &Marketing, Group- 3 | Sher-e-bangla

Agricultural University
What’s a mega shop?
A mega shop is one or more buildings forming a complex of shops representing merchandisers,
with interconnecting walkways enabling visitors to easily walk from unit to unit, along with a
parking area – a modern, indoor version of the traditional marketplace.

Modern "car-friendly" strip malls developed from the 1920s, and shopping malls corresponded
with the rise of suburban living in many parts of the Western World, especially the United States,
after World War II. From early on, the design tended to be inward-facing, with malls following
theories of how customers could best be enticed in a controlled environment. Similar, the
concept of a mall having one or more "anchor" or "big box" stores was pioneered early, with
individual stores or smaller-scale chain stores intended to benefit from the shoppers attracted by
the big stores.
(Source: wikipedia.com)

In Bangladesh there have a few number of mega shop. Mostly are locating in the Dhaka
city, and other metropolitan city. E.g. Fast growing mega shops - Agora, mina bazaar,
shwapno, nandon, prince bazar etc.

2 Department of Agribusiness &Marketing, Group- 3 | Sher-e-bangla

Agricultural University
‘Here is our assignment about information of the mega shop SHWAPNO’

The Dream behind Shwapno

The two parties of the value chain are the ultimate loser since intermediaries in value chain
process reap the major benefit by exploiting both producer and consumer in terms of paying
price below the production cost to the producer and charging premium price to the customers.
Wholesaler and retailer are two intermediaries in this value chain, where wholesaler often form
cartel to manipulate the market by creating crisis in the moment of high demand or low
production, while retailer charge customer with high price, sell inferior quality, practice
inappropriate measurement, and so forth. Neither producers nor consumers get the benefit of the
value chain. Only do the wholesaler and retailer capitalize on the weak bargaining power of the
producer and absence of proper monitoring on market price, quality assurance by government on
the part of consumer. We have not seen any significant progress in preserving consumers’ rights
in Bangladesh, even if government took several measures, such as campaign against
contamination, enacting new laws concerning consumers’ rights, and so on.
Today farmers, who are invariably deprived of having minimal scale of social rights to make the
livelihood through farming, are the most unfortunate community in Bangladesh despite serving
the nation with supplying basic need-food. In addition, hardly do they get any assistance from
government in terms of supplying fertilizer, diesel oil, seeds, cultivation equipments at rational
price, whereas farmers in developed and developing countries are the most respected community,
who can avail subsidies from government, quality seeds, fertilizer and diesel oil at cheap price.
This ironic situation of our farmers is leading them to embrace some unproductive professions
most often some anti-social activities, thereby impacting economy negatively dragging the
country to more reliance on foreign aid.

Advanced Chemical Industries (ACI) Ltd, former ICI Plc Uk, began its journey in 1992 with the
mission of enriching the quality of life through responsible application of knowledge, skills and
technology, and has successfully established itself as one of the biggest conglomerates in
Bangladesh. ACI, having a multinational heritage, 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. ACI began its journey to ensure better life to the
Bangladeshi people with the name of ICI (Imperial Chemical Industries) in 1968 in Bangladesh
3 Department of Agribusiness &Marketing, Group- 3 | Sher-e-bangla
Agricultural University
by offering a wide range of such products as pharmaceutical, Consumer product, and so forth.
However, ICI divested into ACI (Advanced Chemical Industries) by selling its share to local
management, and named by ACI in 1992. By far, the life saving drugs and home care products
have met the need from the people to some extent as the persistent existence and acceptance
from local community since 1968 has proven and acknowledged its endeavor and
uncompromising quality. Home care products encompass ACI Aerosol, ACI Mosquito Coil,
Angelic Air Freshener, Savlon Liquid Antiseptic, Savlon Antiseptic Cream, Savlon Liquid Soap,
and so on. ACI has been realizing certain areas, which need to be improved in order to ensure
better life standard in Bangladesh for couple of years. It follows that, ACI started thinking to
invest in those potential as well as demanding areas. As a consequence, we have been
experiencing new inclusion to ACI family such as flour, spice powder, salt, electronics, and so
forth. All endeavors, deemed by ACI, undertaken so far are for enriching the quality of life of
Bangladeshi people.

However, a large portion population especially farmer and end user has been deprived of having
such benefit, even though market is flooded with a wide range of products since the producers do
not get appropriate price for their production and consumers invariably are deceived by sellers,
who often sell inferior goods, goods with inaccurate measurement, and so on. Of late, most of the
business firms form cartel, which has been worsening the condition of life of farmers as well as
consumers, to dictate the market, and they are successful in this case. ACI has been looking for
ways to finish this cartel off so as to benefit both farmers and consumers. Besides, most of the
vegetable produced in rural areas get rotten due to lack of proper transport facilities, whereas city
dwellers have to pay extra money for scarce vegetable in the city.

Countries, like Bangladesh, where economy is based on agriculture altogether, are required to
emphasize more on agribusiness and supply chain development since these countries lack
sufficient technology to move to industry, which requires natural resources as well as extensive
technological knowhow. Every country has comparative advantage on some area, and so does
Bangladesh. Comparative advantage of Bangladesh is supposed to be agriculture. By contrast,
Bangladesh is blessed with both natural and human resources. By far, the primary contributors to
the exchequer are remittance and garments sectors, where millions of people are working
relentlessly to ensure sustainable economic growth. Even if Bangladesh has experienced a surged
in some such industries as garments, textile, and small cottage, it cannot deny the role of
agriculture to the economy as it has to import a lot of food every year to meet the local demand,
while there are lots of potentiality to grow foods if lands are properly used and modern
technology is adopted in agriculture. Understanding the gap in the value chain, ACI has initiated
to establish new businesses namely ACI Agribusiness and ACI Logistics to remove this gap, to
uproot cartel, and to ensure reasonable price for both farmers and consumers. ACI Agribusiness
has been working to bring revolution to the agriculture by investing such areas as Seeds,
Fertilizer, Motor, Crop care & Public Health, and Animal Health, whilst ACI Logistics has been
established to devote itself to benefit the end users of all products.

4 Department of Agribusiness &Marketing, Group- 3 | Sher-e-bangla

Agricultural University
History
The Mother Company (ACI Limited) Started its Journey in 1940
• 1940: ICI Plc UK Started Operation
• 1968: ICI plc commissioned manufacturing plant in Nararyanganj
• 1973: Incorporated as ICI Bangladesh Manufacturers Limited
• 1982: Mr. M Anis Ud Dowla joined as Managing Director
• 1992: ICI Plc divested its shares to local management and ACI came into existence
• 2008: ACI Logistics Ltd. is launched with the dream to change the life of Bangladeshi
Consumers with the Brand Name “SHWAPNO” in the form of retail chain
(Source – ACI Logistics Limited, shwapno.com)

Moto of Shwapno
• Right price
• Right weight
• Quality product
• Service with smile
• Right environment

Storage and packaging of major agricultural products of shwapno:

1. Marketing surveys
In the first place quality review team of Shwapno has undertaken marketing surveys of
various goods on the basis of consumer demand. These surveys have brought out the
various problems connected with the marketing of goods and have made suggestions for
their removal.

2. Grading and standardization

The Shwapno has done much to grade and standardize many agricultural goods. They
have set up grading stations for commodities like rice, flour, meat etc. The graded goods
have a wider market and command better prices.

3. Storage

5 Department of Agribusiness &Marketing, Group- 3 | Sher-e-bangla

Agricultural University
 They do not store any seasonal agricultural product. They collect the product from
wholesale market. And just place that in a fixed place of controlled temperature that
worked as their storage system.

4. Packaging
In Shwapno they haven’t any own agricultural product packaging system. They collect
product from different importers and suppliers. And they don’t import any goods of their
own.

(Source – M. Saifullah, Head of Strategic Planning & New Initiatives, ACI

Logistics Limited)
Product Range

Category Short Description

Baby Care
Johnsons Milk Lotion Ma 500 ml
Bebem Baby Diaper 4 Maxi 7-18kg (24pcs)
Johnsons Milk Lotion Ma 200 ml
Johnsons Pink Lotion Ita 300 ml
Molfix Diapers 4 Maxi 7-18kg (24pcs)
Bebem Baby Diaper 5 Junior 11-25kg(18pc)
Molfix Diapers 5 Junior 11-25kg (18pcs)
Bebem Baby Diaper 4 Maxi 7-18kg (10pcs)
Johnsons Milk Lotion Ma 100 ml
Bebem Baby Diaper 3 Midi 4-9kg (11pcs)
Johnsons Baby Soap Dubai 125 gm
Johnsons NMT Shampoo Ind 200 ml
Molfix Diapers 3 Midi 4-9kg (27pcs)
Johnsons Pink Lotion Ind 200 ml
Bebem Baby Diaper 3 Midi 4-9kg (27pcs)

Category Short Description

6 Department of Agribusiness &Marketing, Group- 3 | Sher-e-bangla

Agricultural University
Baby Food
Lactogen 2 tin 1 kg
Lactogen 3 tin 400 gm
Lactogen 1 tin 400 gm
Lactogen 1 tin 1 kg
Lactogen 2 tin 400 gm
Nido 3+ Growing up milk 400 gm BD
Nido Fortified 800 gm BIB
Nido Fortified 2.5 Kg Tin BD
Cerelac 3 Fruits BIB 400 gm (LM)
Cerelac 3 Fruits BIB 700 gm(LM)
Cerelac Wheat Mixed Fruit 400 gmBIB
Nido 2+ Growing up milk 400 gm BD
Nido Fortified 400 gm BIB (L)
Cerelac Rice&milk 400 gm BIB (LM)
Lactogen 1 tin 200 gm

Category Short Description

Beverage
Horlicks 400 gm Jar
Ispahani Mirzapur Best leaf PB 400gm
Horlicks 800gm Jar
Lipton taaza danadar Tea 400gm
Horlicks 400gm BIB
Junior Horlicks 400gm Jar
Chocolate Horlicks 450gm
pran frooto 1000ml Juice
Junior Horlicks 400gm BIB
7 up 2000ml (Plastic Bot)
Nescafe classic 50gm Jar
Nescafe classic 100gm
Horlicks 200gm Jar
Coca-Cola 1000 ml pet
Complan Chocolate 350 gm BIB

Category Short Description

Commodities
Pusti Soyabean Oil 5 Ltr Petbtl
Miniket Rice Loose (P) kg
MoshurDal Loose (P) kg
Miniket Rice Loose (S) kg
Rupchanda Soyabean Oil 5 LtrPet btl
Gol Alu Regular Loose (P) kg
Sugar Loose (P) kg
Piyaj Indian Loose (P) kg

7 Department of Agribusiness &Marketing, Group- 3 | Sher-e-bangla

Agricultural University
 Nazirshail Rice Loose (P) kg
Roshun Chinese Loose (P) kg
Chinigura Rice Loose (P) kg
Ada Chinese Loose (P) kg
Piyaj Local Loose (P) kg
Teer Soyabean Oil 5 Liter bottle
Rupchanda Soyabean Oil 8 LtrPt btl

Category Short Description

Dairy
Diploma - FCMP 500 gm Foil Pack
Marks Milk powder 500gm
Diploma - FCMP 1 kg Foil Pack
Marks Milk powder 400gm
Marks Milk powder 1000gm
Danish Condensed Milk 397 gm
Moury Shahi Borhani 1500ml
Milk Vita Liquid Milk 1000 Ml
Marks Milk powder 250gm
Aarong Liquid Milk 1000 ml
Aarong Powder Milk 500gm
Dano - 400 gm packet BIB
Kwality Full cream Milk Powder 500gm
Pran UHT Milk 500ml
Dano - 1 Kg Packet (Instant) BIB

Category Short Description

Home Care
Surf Excel 500 gm
Aci Aerosol Insect Spray 475 ml
Wheel Laundry Soap 130 gm
Wheel Lemon Power 1 kg
Wheel Power White 450 gm
Aci Aerosol Insect Spray 800 ml
Wheel lemon Power 500 gm
Harpic Power -750 ml
Harpic Power -500 ml
Vim Bar DW 325 gm
Aci Aerosol Insect Spray 350 ml
Mortein UltraFast AIK Aerosol450ml
Surf Excel 3 kg
Aci Aerosol Insect Spray 250 ml
Good knight Vaporiser Machine+1 Refill

8 Department of Agribusiness &Marketing, Group- 3 | Sher-e-bangla

Agricultural University
Category Short Description
Kitchen Additives
Elachi Granular Polypack 50 gm
Elachi Polypack 100 gm
Radhuni Chilli 200 gm
Radhuni Turmeric Regular 200 gm
Kath badam Polypack 100gm
Jeera Granular Polypack 50 gm
Pran Hot Tomato Sauce 340 gm
Pran Tomato Ketchup 340 gm
Pran Hot tomato Sauce 1000gm
Pran Tomato Ketchup 1000 gm
Aci Pure Jeera Powder 200 gm
Pesta Granular Polypack 50 gm
Pakistani Kishmish Polypack 100gm
Alu Bokhara Polypack 100gm
Radhuni Chilli 100 gm

Category Short Description

Packaged Food
Rich Chicken Nuggets 300g
Fu-Wang Noodles Family Pack 700 gm
Maggi 2MN masala 4 in 1 MP 248 gm BD (Ju
Koko Krunch 330 g BIB(I)
Fu-Wang Noodles Premium Pack 520 gm
Maggi 2MN Chicken Curry 4in 1 MP 248 gm
PRINGLES 139 gm Sourcream
Pran Toast Biscuit 350 gm
Lexus Vegetable Biscuit 210g
Kolson Vermicelli 200 gm
Nocilla 135 gm
PRINGLES 140 gm ORIGINAL
Rich Chicken Sausage 250g
Maggi 2-Minute Masala Noodles 496 gm
Fu-wang Noodles Bonus Pack 280 gm

Category Short Description

Perishable
Tomato Lal (P)
Malta Komla (P)
Fulcopy (P) (Pcs)
Shosha Chikon (P)
Badhacopy (P) (Pcs)
9 Department of Agribusiness &Marketing, Group- 3 | Sher-e-bangla
Agricultural University
 Apple Lal (P)
Kacha pepe (P)
Nashpati (P)
Potol (P)
Gajor (P)
Kacha Morich (P)
Borboti (P)
Apple Fuji (P)
Lau (P)
Beguun Gol-Shobuj (P)

Category Short Description

Personal Care Axe Body Spray 150 ml 2pcs Promo Pack
Ambassador Olive Oil 150 gm Tin
Dove Shampoo Hair fall Therapy 375ml
Sunsilk Ginseng 400ml
WHISPER HEAVY FLOW & OVERNIGHTS WINGS16S
Axe Body Spray Vice 150ml (Imp-UBL)
Axe Body Spray Pulse 150ml (Imp-UBL)
Meril olive oil 150 ml
H&S 400 ML ANTI-HAIRFALL
Garnier Light Fairness moisturiser 40 ml
Garnier light fairness face wash 100ml
GILLETTE BLUE II
Parachute Coconut Oil 500ml
PANTENE 400 ML AD THAI
Parachute Coconut Oil 200ml

Category Short Description

Protien Gorur Mangsho Regular Bone-In kg
Gorur Mangsho 2 teeth Bone-In kg
Murgir Mangsho Broiler Without Skin
Rui Cultured - F.W Medium (P)
Farm Murgir dim Brown
Murgir Mangsho Broiler With Skin
Deshi Murgi Dressed-Large (Pcs)
Deshi Shonalika Murgi without skin(kg)
Gorur Mangsho Boneless kg
Roast Er Murgir (Pcs)
Golda Chingri Captured - F.W Medium(P)
Chagoler Mangsho kgs
Hilsa Captured - F.W (P) (pcs)

10 Department of Agribusiness &Marketing, Group- 3 | Sher-e-bangla

Agricultural University
 Gorur Mangsho 2 teeth Boneless kg
Khashir Mangsho Bone-In kg

Category Short Description

Stationeries Faber-Castell Classic Color Round Tin-12
Faber-Castell Drawing Book-A4
Faber-Castell Classic Color Short
Faber-Castell Mechanical Pencil WithEra
Faber-Castell Water Color pencil Long-12
Faber-Castell Classic Color Long-12
Faber-Castell Drawing Book-A3
Faber-Castell Gold Faber HB
Faber-Castell Wax Crayon 90mm-12
Faber-Castell Gold Faber 2B
Faber-Castell Water Color Round Tin-36
Faber-Castell Poster Color-12 Colors
Faber-Castell Wax Crayon 75mm
Faber-Castell Gold Feber 4B
Marko Fisher-Pencil(HB)

Category Short Description

Infotainment Gaanchill- ONTOHIN -Elita & Mahadi-Audi
Gaanchill- Bristir Raat - Nakib Khan-Aud
Reader's Digest Monthly Magazine
Sangeeta Nancy Bhalobasha Odhora
Gaanchill Khude GanRaj Aontor Jole VCD
Sangeeta Habib Bolsi Tomake
Gaanchill- Ilshe Gurir Gaan -khuda gaanr
Laser Vision Monpura
Gaanchill- Khude GanRaj VCD
Gaanchill- Haowar Gari -Rinku -Audio CD
Sangeeta Balam 2
Gaanchill- KI JALA -HRIDOY KHAN ft. PANN
Gaanchill- Bondhu Ailana -Salma-Audio CD
Gaanchill-Khude GanRaj Mukhorito Gibon
Sangeeta Habib & Ferdous Wahid(Oboshese)

Category Short Description

Gift & Toys BadhanAlphabet Box 5

11 Department of Agribusiness &Marketing, Group- 3 | Sher-e-bangla

Agricultural University
 BadhanAnimal-1
BadhanDoctor Set-4
BadhanSoft Doll 10
BadhanSinging Doll 5
BadhanAlphabet Box 1
BadhanGun Regular
BadhanPlastic Ball-10
BadhanAlphabet Box 4
BadhanGlowing Sticker Skeleton 1
BadhanSoft Doll 9
BadhanPlastic Ball-3
BadhanShow Piece 7
BadhanPlastic Ball-9
BadhanShow Piece 6

(Source – ACI Logistics Limited, shwapno.com)

Contribution of Agricultural commodities in Shwapno:

Fig: Selling of Product According to their Types

(Source – M. Saifullah, Head of Strategic Planning & New Initiatives, ACI Logistics
Limited)
Outlets of Shwapno throughout the country:

12 Department of Agribusiness &Marketing, Group- 3 | Sher-e-bangla

Agricultural University
 They have 59 outlets in 16 districts. For some
barriers now they are serving in 37 outlets among.
(Source – ACI Logistics Limited, shwapno.com)

Marketing system of agricultural product of Shwapno

Marketing policy:
Farmer
1. To identify consumers needs.
2. Give them a choice among many products.
13 Department of Agribusiness &Marketing, Group- 3 | Sher-e-bangla
Agricultural University
 3. Provide goods and services at the reasonable prices.
4. Stimulates research and new ideas leading to development of new goods and better
services.
5. Provide opportunity to talk full advantage of favorable product.

(Source – M. Saifullah, Head of Strategic Planning & New Initiatives, ACI Logistics
Limited)

Price and marketing chain of Shwapno

Various Vegetables, Meat & Fish of Shwapno:

14 Department of Agribusiness &Marketing, Group- 3 | Sher-e-bangla

Agricultural University
Sl Name of Agricultural Price per Marketing Chain
no. Product Quantity
01 Egg plant/Brinjal (Sada) 15/kg Local Wholesaler > Shwapno
02 Egg plant/Brinjal (Lomba) 12/kg Local Wholesaler > Shwapno
03 Papaya 12/kg Local Wholesaler > Shwapno
04 Sweet gourd 12/kg Local Wholesaler > Shwapno
05 Sazina 50/kg Local Wholesaler > Shwapno
06 Borboty 54/kg Local Wholesaler > Shwapno
07 Sim 14/kg Local Wholesaler > Shwapno
08 Korolla 30/kg Local Wholesaler > Shwapno
09 Chichinga 50/kg Local Wholesaler > Shwapno
10 Vhendi 30/kg Local Wholesaler > Shwapno
11 Potato (lal) 18/kg Local Wholesaler > Shwapno
12 Potato (jam) 25/kg Middle man > Shwapno
13 Potato (holander) 13/kg Local Wholesaler > Shwapno
14 Carrot 12/kg Local Wholesaler >Shwapno
15 Tomato 12/kg Local Wholesaler > Shwapno
16 Khira 16/kg Local Wholesaler > Shwapno
17 Turmeric (kacha) 40/kg Local Wholesaler > Shwapno
18 Coriander 50/kg Local Wholesaler > Shwapno
19 Kacha kola 10/hali Local Wholesaler > Shwapno
20 Chili 40/kg Local Wholesaler > Shwapno
21 Zinger (big) 110/kg Local Wholesaler > Shwapno
22 Onion (deshi) 28/kg Local Wholesaler > Shwapno
23 Onion (Indian) 20/kg Local Wholesaler > Shwapno
24 Kumra bori 45/250gm Local Wholesaler > Shwapno
25 Zinger 110/kg Local Wholesaler > Shwapno
26 Mashrum 25/pac. Middleman > Shwapno
15 Department of Agribusiness &Marketing, Group- 3 | Sher-e-bangla
Agricultural University
Sl Name of Meat & Fish Price per Marketing Chain
no. quantity
01 Deshi murgi 360/kg Local Wholesaler > Shwapno
02 Broiler 240/kg Dairy farm > Shwapno
03 Beef (with bones) 230/kg Local Wholesaler
04 Beef (without bones) 265/kg Bengal Meat > Shwapno
05 Cheevon 340/kg Local Wholesaler
06 Rui 180/kg Maoya ghat > Shwapno
07 Catla 170/kg Maoya ghat > Shwapno
08 Telapia 130/kg Maoya ghat > Shwapno
09 Shrimp (large) 360/kg Local Wholesaler > Shwapno
10 Shrimp (medium) 330/kg Local Wholesaler > Shwapno
11 Shrimp (small) 280/kg Local Wholesaler > Shwapno
12 Bata 180/kg Local Wholesaler > Shwapno
13 Mola (dry) 50/250gm Local Wholesaler > Shwapno
14 Chury (dry) 55/250gm Local Wholesaler > Shwapno
15 Puti (dry) 40/250gm Local Wholesaler > Shwapno
16 Shrimp paste 100/kg Local Wholesaler > middleman >
Shwapno
17 Hilsha 250/pic Maoya ghat/ supplier > Shwapno
18 Tangra gulsa 170/kg Local Wholesaler > Shwapno
19 Baim 350/kg Local Wholesaler > Shwapno
20 Faisa 200/kg Local Wholesaler > Shwapno
21 Sorpunti 160/kg Local Wholesaler > Shwapno
22 Coral 300/kg Local Wholesaler > Shwapno

16 Department of Agribusiness &Marketing, Group- 3 | Sher-e-bangla

Agricultural University
Various Rice & Palse of Shwapno Super shop:
Sl Name of Rice & Palse Price per Marketing Chain
no. quantity
01 Nazirshail 42/kg Local Wholesaler > Shwapno
02 Minicate 43/kg Local Wholesaler > Shwapno
03 Minicate_43 40/kg Local Wholesaler > Shwapno
04 Sorna 38/kg Local Wholesaler > Shwapno
05 Katarivogh 345/5kg Pran / middleman > Shwapno
06 Chinagura 82/kg Pran / middleman > Shwapno
07 Kalijira 108/kg Pran / middleman > Shwapno
08 Kaon Rice 80/500gm Local Wholesaler > Shwapno
09 Mosur palse 120/kg Local Wholesaler > Shwapno
10 Chola 47/kg Local Wholesaler > Shwapno
11 Boot 55/kg Local Wholesaler > Shwapno
12 Mixer Palse 70/kg Own made
13 Motor 100/kg Local Wholesaler > Shwapno
14 Mug 115/kg Local Wholesaler > Shwapno
15 Maskallai 75/kg Local Wholesaler > Shwapno
16 Maskallai (fried) 85/kg Local Wholesaler > Shwapno
17 Dably Boot 35/kg Local Wholesaler > Shwapno
18 Bacha 65/kg Local Wholesaler > Shwapno

Various Spices of Shwapno Super shop:

Sl Name of Spices Price per Marketing Chain
no. quantity
01 Tazpata 18/100gm Local Wholesaler > Shwapno
02 Daruchini 25/200gm Local Wholesaler > Shwapno
03 Alach 120/50gm Local Wholesaler > Shwapno
04 Zira 25/50gm Local Wholesaler > Shwapno
17 Department of Agribusiness &Marketing, Group- 3 | Sher-e-bangla
Agricultural University
05 Kismis 43/100gm Local Wholesaler > Shwapno
06 Alubukhara 38/50gm Local Wholesaler > Shwapno
07 Chary 30/100gm Supplier > Shwapno
08 Pestabadam 55/25gm Supplier > Shwapno
09 Chinabadam 10/100gm Supplier > Shwapno
10 Katbadam 35/50gm Local Wholesaler > Shwapno
11 Kazubadam 55/50gm Local Wholesaler > Shwapno
12 Labonga 18/25gm Local Wholesaler > Shwapno
13 Jaifal 24/25gm Local Wholesaler > Shwapno
14 Jaitry 40/25gm Local Wholesaler > Shwapno
15 Popcorn 25/200gm Middle man
16 White mustard 12/100gm Middle man
17 Black mustard 9/100gm Middle man
18 White til 18/100gm Middle man
19 Tishi 11/100gm Local Wholesaler > Shwapno
20 White Paper 45/50gm Middle man
21 Black Paper 30/50gm Middle man
22 Issub gul 57/100gm Local Wholesaler > Shwapno

Other Agricultural Products of Shwapno Super shop:

Sl Name of product Price per quantity Marketing Chain
no.
01 Egg 25/hali Poultry
farm>middleman>Shwapno
02 Date (khurma) 115/500gm Middleman>Shwapno
03 Arabian Date 500/2kg Middleman>Shwapno
04 Pasteurized Milk 24/500ml Supplier >Shwapno
05 Pasteurized Chocolate Milk 25/400ml Supplier >Shwapno
18 Department of Agribusiness &Marketing, Group- 3 | Sher-e-bangla
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06 Pasteurized Mango Milk 24/500ml Supplier >Shwapno

Problems related to marketing of agricultural product(according to

Shwapno):
Standing motionless, raising head to the open sky, staring aimlessly, having tears rolled inside
the heart, expecting for customers, who will approach followed by purchasing the product, but
returning home selling his merchandise at below the production cost most often leaving those
merchandise unsold at the end of the day due to lack of buyer, a farmer from a typical Bazar in
Bangladesh passes his everyday for his livelihood. There are millions of farmers scattered across
Bangladesh have this sort of gruesome and untold experience in their life leading them to take
different such unproductive occupation as pulling rickshaw, thus dragging our agro based
economy to down and making us more dependent on imported food. Ironically, most of us do not
know that silent cry is going in the families of those hapless farmers. Most farmers spend their
day in suspicion thinking whether they can sell their products at fair price as well as sell those
all, even if they have bumper production in their field. Hardly do they get fair price and sell those
altogether, ironically. What a great humiliation for farmers, who work all day long under
scorching sun devoting his happiness and meet the daily vegetable and grain needs of urban
people. Likewise, fisherman and meat producer encounter this type of fate in their life. Most of
19 Department of Agribusiness &Marketing, Group- 3 | Sher-e-bangla
Agricultural University
the farmers, fisherman and meat producer of our country are the victim of typical interest
business “Dadan”, which exploit them instead of benefiting them. Lots of vegetables decay in
rural area because farmers do not find enough buyers who will buy their goods, whereas city
dwellers pay extra to meet their vegetable need. Besides, poor transportation infrastructure and
transportation system attribute to inefficient flow of agriculture goods from rural area to urban.
While producers are on one extreme of value chain, consumers are on other extreme.

The above two parties of the value chain are the ultimate loser since intermediaries in this value
chain process reap the major benefit by exploiting both producer and consumer in terms of
paying price below the production cost to the producer and charging premium price to the
customers. Wholesaler and retailer are two intermediaries in this value chain, where wholesaler
often form cartel to manipulate the market by creating crisis in the moment of high demand or
low production, while retailer charge customer with high price, sell inferior quality, practice
inappropriate measurement, and so forth. Neither producers nor consumers get the benefit of the
value chain. Only do the wholesaler and retailer capitalize on the weak bargaining power of the
producer and absence of proper monitoring on market price, quality assurance by government on
the part of consumer. We have not seen any significant progress in preserving consumers’ rights
in Bangladesh, even if government took several measures, such as campaign against
contamination, enacting new laws concerning consumers’ rights, and so on.
Today farmers, who are invariably deprived of having minimal scale of social rights to make the
livelihood through farming, are the most unfortunate community in Bangladesh despite serving
the nation with supplying basic need-food. In addition, hardly do they get any assistance from
government in terms of supplying fertilizer, diesel oil, seeds, cultivation equipments at rational
price, whereas farmers in developed and developing countries are the most respected community,
who can avail subsidies from government, quality seeds, fertilizer and diesel oil at cheap price.
This ironic situation of our farmers is leading them to embrace some unproductive professions
most often some anti-social activities, thereby impacting economy negatively dragging the
country to more reliance on foreign aid.

(Source - ACI Logistics Limited, shwapno.com)

So the major problems of agricultural products are:

1. A large number of middle men.

2. Ignorance of most of the farmer.
3. Problem in transportation due to undeveloped road.
4. Perishability of the goods.
5. Lack of improved transporter (carrier).
6. Shortage of capital of the farmers.
7. Dominancy of middle man.
8. Lack of storage facility.
9. Inappropriate marketing system.

20 Department of Agribusiness &Marketing, Group- 3 | Sher-e-bangla

Agricultural University
 10. The lack of storage facilities for vegetables and fruit at both wholesale and retail markets.
In the traditional methods used for the storage of potato, the percentage of loss reaches 20%
while in cooled rooms, mostly owned by the private sector, it reaches 1%–1.5%.
SWOT analysis:
SWOT analysis is a strategic planning method used to evaluate
the Strengths, Weaknesses, Opportunities, and Threats involved in a project or in a business venture. It
involves specifying the objective of the business venture or project and identifying the internal and
external factors that are favorable and unfavorable to achieving that objective. The technique is credited
to Albert Humphrey, who led a convention at Stanford University in the 1960s and 1970s using data
from Fortune 500 companies.
(Source: Wikipedia.com)

STRENGTHS, WEAKNESSES, OPPORTUNITIES & THREATS:

S.W.O.T Analysis – Shwapno

WEAKNESSES
STRENGTHS

➢ No Export Coverage
➢ Strong Brand Image
➢ Low International Recognition
➢ Corporate Social Responsibility
➢ Foreign Technological Usage
➢ Excellent Strategic Alliances
➢ Low storage and packaging system
➢ Quality Resource Management
➢ No contract and cooperative
➢ Variety of Products
farming

21 Department of Agribusiness &Marketing, Group- 3 | Sher-e-bangla

Agricultural University
 THREATS
OPPORTUNITIES

➢ Global Economic Recession

➢ Export Coverage
➢ Global Warming
➢ Innovative Products for both local and
➢ Political Threats
foreign markets
➢ Internal Riots
➢ Human Resource Training
➢ Perishability of the agri. Product
➢ Green Management
➢ Irregular supply of agri. product

Suggestion & Future Recommendations for Shwapno:

A few things can also be done from Shwapno:

1. As a one of the leading mega shop, Shwapno has social responsibility e.g. that
they can lunch a wing which will research in developing market chain that will
give our hard working farmers a better price.
2. Minimize the middle man and try to buy commodities direct from farmer that can
farmers can get the benefits of their hard work.
3. Always maintain ethics in business.
4. Co-operative marketing when the new producers want to be in.

22 Department of Agribusiness &Marketing, Group- 3 | Sher-e-bangla

Agricultural University
Thanks Giving:
1. M. saifullah
Head of strategic planning & new initiatives
Aci logistics limited
Novo tower, level - 8
270, tejgaon I/A, dhaka-1208

Email- saifullah@shwapno.com
www.shwapno.com
2. Business club, AIUB
Specially to Group- ‘Executives’
3. Management Club, DU
4. www.wikipedia.com

23 Department of Agribusiness &Marketing, Group- 3 | Sher-e-bangla

Agricultural University