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Table of Contents

Contents Page Introduction………………………………………………………………………………01 Rahimafrooz Batteries…………………………………………………………………...02 Vision 2010……………………………………………………………………………....02 Plant capacity………………………………………………………………………….....02 External environment of Rahimafrooz …………………………………………………..03 Suppliers ……………………………………………………………………....03 Distributors…………………………………………………………………….03 Competitors………………………………………………………………….…04 Customers………………………………………………………………..…….05 Opportunities…………………………………………………………………..................05 Threats………………………………………………………………….……………..….05 Internal environment …………………………………………………………….………06 Strengths…………………………………………………………………...…..06 Weakness………………………………………………………………………06 TOWS Matrix…………………………………………………………………….……...07 Planning process…………………………………………………………………..……..08 Organizing process ………………………………………………………….……..…….08 Leading process………………………………………………………………..………...09 Legal, political and technological forces…………………………………………..…….09 Organizational chart…………………………………………………….………………..10 Social responsibility ……………………………………………………………………..10 Awards received by Rahimafrooz ……………………………………………………….11

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Rahimafrooz has endured turbulences of the last 50 years and has been able to transform itself from a small trading company into a leading diversified business house. which Rahimafrooz has achieved with trust. managerial hierarchy. It has just crossed 50 years of operation.They are also the largest and lead-acid battery manufacturer in Bangladesh and offers an extensive range of automotive & specialized industrial battery. its customers. solar energy and CNG conversion. support and dedication of all stakeholders. Rahimafrooz Batteries : Rahimafrooz Batteries Limited (RBL) is the pioneers in manufacturing batteries in Bangladesh. a milestone. home appliances. indeed. UPS.Introduction: Rahimafrooz is one of the respected and reputed business houses in Bangladesh. and organizational structure and planning process. Today Rahimafrooz is the market leader with covering eighty percent of the battery market share. In our report we are going to focus on the Rahimafrooz batteries and discuss about the external and internal environment. decision making process. most importantly. This is. Moreover it is also gaining market in IPS. tyres. human resource management activities. It 2 . lubricants. past and present.

Plant Capacity: Rahimafrooz has state of the art manufacturing plant. It is one of the key players in South Asia in its field. It is equipped with all latest technologies with complete air treatment and lead-recycling management.000 home solar systems in the remote rural areas of Bangladesh. It has successfully installed more than 10. RBL has a successful story of installing solar power in the remote rural areas of Bangladesh. Rahimafrooz produces all kinds of automotive and industrial batteries and one of the largest battery manufacturers in the SAARC region. Eltek-Norway. RBL produces different types of batteries to meet the local and international market. 3 .manufactures over 300 different types of automotive and industrial batteries. RBL has also extended its product line to secure power solution with UPS. exports batteries in more than 19 countries. Vision 2010: The main target of Rahimafrooz is to satisfy the customers by giving the best quality and services. AEES-France. Rectifier and VRLA Batteries with collaboration of Enersys-USA. There vision is to be one of the top two storage power companies in SAARC by the year 2010.

distributes mainly automotive and appliance battery. RDL markets three major brands of automotive batteries: LUCAS. leads and other accessories from Australia. Types of batteries :Rahimafrooz has provided a wide range of batteries. Distributers: Rahimafrooz Distribution Limited (RDL) involves in the marketing and distribution of a wide range of products through its nation-wide distribution network. UPS and lubricants. It deals mainly with tires.Its capacity in Automotive Battery is 660. automotive batteries. 4 . Rahimafrooz imports its raw materials for batteries such as the acids. Rahimafrooz Maintains nationwide distribution network with more than 400 outlets covering entire Bangladesh. VOLTA MF (Maintenance Free) and SPARK. VOLTA. Then the products are assembled in its local factories. tire. Instant Power system (IPS). All the products are manufactured under strict quality control and ensured by international certifications. Its batteries are produced in Rahimafrooz Batteries Limited (RBL).000 (N50) units per annum and 15 million AH of Industrial Battery per annum. They are: • • • • • • • • Automative batteries Motorcycle batteries Appliances batteries Industrial tubular batteries Deep cycle –flat plate batteries UPS batteries VRS batteries Solar system batteries External environment of Rahimafrooz: Suppliers: Rahimafrooz imports its raw materials from Australia.

IPS. 5 . VOLTA.It has seven corporate offices over Bangladesh. In Dhaka its offices are at Motijhil. Though Rahimafrooz is the market leader in battery business it has been faced with threat from its competitors. Rahimafrooz also has outlets in Chittagong. For distribution purpose Rahimafrooz the container made by Rahimafrooz itself. General and Hamko. Bogura. Both Navana and Rangs have gained market over the last 5 years on battery business. Joshore and Rajshahi. But Rahimafrooz still has a competitive advantage over its competitors because of its low price. UPS and lubricants. RDL markets three major brands of automotive batteries: LUCAS. NGS. Mohakhali and Uttara. Competitors: The competitors of Rahimafrooz are Navana. Rangs. VOLTA MF (Maintenance Free) and SPARK.

They also have a customer relations officer in all the seven corporate offices to attend the customers in case of problems or to help them choose the best option available to them. They are widening their product range like they introduced new battery “Volta” in market. They are entering into new market segments by exporting batteries in India and Srilanka.Customers: As like all other businesses. Opportunities: Day by day opportunities are rising for Rahimafrooz. They diversified into new growth businesses like superstore business as for example “Agora”. Rahimafrooz faces the threat from it’s competitors Navana . It has a call center where the calls from customers are being received and according to the complains or the problem of the customer steps are being taken to solve them out. They are also trying to do business in pharmaceuticals as it is proving a good profitable business in Bangladesh.Rangs . 6 . Threats: As in every other business there is a threat of the competitors. The uplift of foreign currency is another problem for Rahimafrooz as the uplift of currency is making the import of raw materials more and more costly.Often because of the legal procedures there is problem with supply of raw materials. Rahimafrooz provides customer service to the customers sincerely. Rahimafrooz promises to solve any customer related problem within 24 hours of the complain.NGS and Hamko. customers are the main concern for Rahimafrooz batteries.

They also cover broad market they have four hundred outlets covering whole Bangladesh. so they are lacking behind to produce enough battery to fulfill customer demand. Say market demand is one thousand batteries but they are producing just seven hundred batteries. Rahimafrooz has high quality skills in managing. And most of all they are the pioneer of Bangladeshi battery industry this is the biggest strength over other competitors. Weaknesses: There are strengths there is weaknesses. in research and in development. As Rahimafrooz is a big organization it is often difficult to control all the areas.Internal environment of Rahimafrooz: Strength: The most important strength for any company is high quality skills in managing. They have a call center which is a relatively new idea in the context of Bangladesh. 7 . they manage their organization in such way that everyone can be involved in every managerial process. Rahimafrooz greatest weakness is lacking of fulfilling customer demand. They also have efficient customer service they give eighteen hours customer service per day. They have a strong product line. They have well established brand name “Lucas” that everyone can trust. Another problem that. Rahimafrooz is facing is that it’s distribution channel is being used sometimes to distribute products of it’s competitors. They have decentralized organization system in which everyone can participate in decision making. Rahimafrooz has another problem in customer services as it is not always possible for them to attend the customers in time.

So to outperform these competitors Rahimafrooz can use their greatest strength which is quality battery. In our view the SO strategy would be the best appropriate for Rahimafrooz. solar energy. WO Strategy: Rahimafrooz can use the opportunities of entering into diversifying business to overcome the weaknesses of their business. Srilanka. So. Volta MF (maintenance free). 8 .TWOS matrix: ST Strategy: Though Rahimafrooz has eighty percent share in the market but they have the threat of competitors. They are also expanding their business in pharmaceuticals. WT Strategy: The high cost of the batteries has bees a major weakness for Rahimafrooz and they also face the threat of competitor’s using their product distribution channel. SO Strategy: As Rahimafrooz business is expanding more and more opportunities are arises such as they exporting their battery in India. Bhutan :mostly in SAARC countries. Day by day market is becoming more and more competitive. super store. in near future they should focus on minimizing the costs and be more strict in guarding their distribution channel. They use their well developed human resource as strength for this business. They also came with new brand Spark.

However these managers also take part in planning process. for CNG conversion unit and for tires. all the managers get a chance to state what his ideas are and from discussion they come to a conclusion about the issue. So. The product managers of different areas are given the authority make decision of their own in the time of need.The planning process: In Rahimafrooz the planning is mainly done by the top level managers In Rahimafrooz they have product manager for every product . Rahimafrooz uses different teams for different segments of the business. Moreover.As for example they have different product manager for battery. Whenever there is a major decision to be taken all the managers from different division gather in the head office and they share their view about the issue with other product managers of different areas and with the top level managers and CEO’s. There are product managers in all the seven corporate offices and these managers cover all the production and distribution function of their areas. They also uses the cross functional teams for 9 . As for example there is a team for the battery division and a different team for the tire business or for the lubricants. all the lower level employees are also encouraged in planning as there is a yearly advising system when all the employees are welcomed to share their ideas with the top level management. On that day if anyone comes up with an innovative idea he or she is to reward. The organizing process: Rahimafrooz follows a decentralized decision making process in the organizing process. As a result all the employees are always encouraged to think about the company’s welfare.

Technical support Group (TSG). They also claim that political problems has never hampered their business. Hawker Batteries. political. is allowing many foreign company to enter the market such as Rangs . Invensys. The product managers are the regional head and all the employees under a division reports to the corresponding product manager. Leading process: The top management of Rahimafrooz influences the lower level employees and workers to accomplish the organizational goal. The HR department is in the head office in Motijhil and the HR department decides who is to work under whose supervision. UK. Legal. UK. U. In this case they select employees from different divisions to function as a team and come up with a possible solution. There is separate human resource department in Rahimafrooz for managing human resource. social. There is a HR manager in the head office who conducts all kind of decision regarding human resources.K. From technological point of view Rahimafrooz uses advanced technological facilities in it’s production.problem solving.As far as political forces are to be concerned they assume that there will be at least twenty-five hartals in a year and they make their plans according to the political problems they might have to face. 10 . They give the employees reward according to their job performance. It has different technical collaboration agreements with Lucas Battery Company. economic and technological forces: Rahimafrooz claims that they are 100 percent legal company from the view point of tax paying. Rahimafrooz expects the competition to grow higher in future as govt.

Hawker Batteries. UK.500. Recently Rahimafrooz and Agora launched a program to collect winter clothes from the customers in order to help the needy and the poor. Eltek – Norway. So. AEES – France to ensure the quality of battery. Organizational chart: CEO CFO GENERAL MANAGER HR MANAGER TYRE BATTERY SOLAR ENERGY CNG CONVERSION PRODUCTION MANAGER FINANACE MANAGER MARKETING MANAGER EMPLOYEE 1 EMPLOYEE 2 EMPLOYEE 3 EMPLOYEE 4 Social responsibility by Rahimafrooz: Rahimafrooz has always been charitable and sincere to perform its social responsibilities in Bangladesh. RDL received an overwhelming support from its customers in collecting a good number of winter cloths for the poor & needy. The cloths were distributed among needy people of Kurigram through Kirara No Kai & Women’s Federation. RDL distributed winter cloths to the needy people in 11 . 2.000 for expansion of Haemodialysis Unit at BIRDEM to help patients suffering from kidney diseases. it is quiet sure that customers in Bangladesh are receiving the quality products at a reasonable price. Rahimafrooz has recently donated Tk.

Awards received by Rahimafrooz: Rahimafrooz was Awarded Enterprise of the Year in 2001 for best management performance. Rahimafrooz also offers the customers and the general public to give them the used acid batteries for proper dumping rather than throwing them here and there to help protecting the environment.Rangpur. In this way Rahimafrooz is helping the environment to be safe and clean out of their own pocket. Rahimafrooz received McGraw-Hill Platt Award in 2004 under Renewable Energy category for solar projects in the remote rural areas of Bangladesh 12 . (RBL) has been awarded National Export Trophy (Silver) 2001-2002 for it’s success in battery export in the international market. Rahimafrooz Batteries Ltd.