Project Report

On
Company Analysis and Improvement Guideline of
GPH ISPAT LIMITED

Department of Management
University of Chittagong

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 Project Report
On
Company Analysis and Improvement Guideline of
GPH ISPAT LIMITED

Submitted to:
Mohammad Sarwar Alam
Lecturer
Department of Management
University of Chittagong

Submitted by:
Asiful Haider
ID No: 13302174
Session: 2012-2013
Department of Management
University of Chittagong

Date of Submission: 29th November, 2018

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 Letter of Submission

29th November, 2018

Mohammad Sarwar Alam
Lecturer
Department of Management,
University of Chittagong.

Subject: Submission of Internship Report.

Dear Sir,
It is a great pleasure for me to submit the Internship report, in accordance to your advice, on
“Role of Merchandising in Garments Industry of Bangladesh” as a part of my B.B.A.
Program. This report will help to find out related factors and I have tried to focus on the
relevant information which would cover the objectives of the report. But no doubt, without
the sincere co-operation and proper guidance of you, it was not possible for me to prepare
this report.

I hope you will assess my report considering the limitations and mistakes of the study. Your
kind advice will encourage me to do further research in future.

Thank you.

Sincerely yours

Asiful Haider
ID: 13302174
Session: 2012-2013
Department of Management
University of Chittagong.

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 Acknowledgement

The internship opportunity I had with Clifton “Group” was a great chance for learning and
professional development. Therefore, I consider myself as a very lucky individual as I was
provided with an opportunity to be a part of it. I am also grateful for having a chance to meet
so many wonderful people and professionals who led me though this internship period.

I am supposed to express the gratefulness from the core of my heart to my Supervisor

honorable teacher, Lecturer Mohammad Sarwar Alam, Department of Management,
University of Chittagong for providing me detailed feedback and advice on this report. He
always gave me his valuable suggestions in making this study.

I would like to express gratitude to Mr. Ashutosh Biswas, General Manager in

Merchandising at Clifton Group for allowing me to pursue internship and my deepest
thanks to Mr. Yasir Ahmed, Merchandising Executive, for taking part in useful decision
& giving necessary advices and guidance and arranged all facilities to make task easier.
I perceive this opportunity as a big milestone in my career development. I will strive to use
gained skills and knowledge in the best possible way and I will continue to work on their
improvement in order to attain desired career objectives.

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 Supervisor’s Declaration

This is to certify that the internship report entitled “Role of Merchandising in Garments
Industry of Bangladesh” submitted as a partial fulfillment for the award of the degree, BBA
in Management has been carried out by the student bearing ID: 13302174 under my
guidance & supervision.

Supervisor

--------------------------------------
Mohammad Sarwar Alam
Lecturer
Supervisor of BBA Internship Program
Department of Management
University of Chittagong

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 Executive Summary

As part of my BBA program, I have completed my internship program in merchandising

department of Clifton Group. During my internship period I have gained valuable
knowledge in the field of Merchandising. So based on my learning and experience I have
completed my internship report on the “Role of Merchandising in Garments Industry of
Bangladesh”.
In the first chapter, Introduction described the background of the study, the main objectives
of the report and the methodology of the report as well as the sources from where the data
are collected.
The second chapter represents the overall company profile. In this profile contains overview
of the organization, mission and vision of the organization and the products of the
organization.
Third chapter describes about the concept of merchandising and its types and necessity.
Fourth chapter discusses about the objectives of my report in findings and discussion chapter
which includes the core merchandising activities. In the report I have tried to get to the depth
of the activities of merchandising.
Fifth chapter includes the SWOT analysis of Clifton Group.
In chapter six problems, recommendations, limitations, conclusion are added. I have given
some suggestions against the problems I found.
Finally Chapter seven discusses about lessons from Internship program.

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 Table of Contents
Chapter Contents Page

Introduction
1.1 Introduction ………………………………………….. 8
One 1.2 Objectives ………………………………………….. 9
1.3 Scope …………………………………………. 9
1.4 Methods ………………………………………….. 9

Company Profile
2.1 Brief Discussion About Company …………………….. 10
Two 2.2 Different Departments …………………….. 12
2.3 Vision And Mission ……………………. 17
Merchandising
3.1 Merchandising ………………………. 18
Three 3.2 The necessity of merchandising ………………………. 18
3.3 Types of Merchandising ………………………. 19
Finding and Discussion
Four 4.1 Activities of an Apparel Merchandiser ………………… 22
4.2 Functions of Merchandiser with different departments… 30
4.3 Contributions of Merchandising to organizational 34
performance…………………………………………………….
Five SWOT Analysis 35

6.1 Problems …………………………………… 36

Six 6.2 Recommendations …………………………………… 36
6.3 Limitations …………………………………… 37
6.4 Conclusions …………………………………… 37

Seven Lessons from Internship 38

Chapter One
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1.1 Introduction
The global steel industry has been going through major changes since 1970.China has
emerged as a major producer and consumer, as India to a lesser extent .Consolidation has
been rapid in Europe.
Production of crude steel has risen at an astounding rate, reaching 1,689 MN tones by
2017.During the 20th century, the consumption of steel increased at an average annual rate
of 3.3%. In 1900, the United States was producing 37% of the world’s steel, but with post
war industrial development in Asia and centralized investment by China, by 2017 china
alone accounted for about 50% of total global steel market.
According to World Steel Organization, Asia produced 946.8 Mt of crude steel, an increase
of 5.5% over the first nine months of 2017. The EU produced 128.0 Mt of crude steel in the
first nine months of 2018, up by 1.3% compared to the same period in 2017.
North America’s crude steel production in the first nine months of 2018 was 89.7 Mt, an
increase of 3.4% compared to the first nine months of 2017. The C.I.S. produced 76.2 Mt of
crude steel in the first nine months of 2018, up by 1.8% compared to the same period in
2017. (Habib N. 2018)

World Steel Production

2000
1808
1800 1669 1730
1650 1620 1627
1538 1560
1600 1433
1400
Million tones

1200
1000
800
600
400
200
0
2010 2011 2012 2013 2014 2015 2016 2017 2018
Axis Title

(World Steel Association- 2019)

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 Top 10 Steel producing Countries
Italy 24.5
Brazil 34.9
Turkey 37.3
Germany 42.4
Russia 71.7
South Korea 72.5
United States 86.6
Japan 104.3
India 106.5
China 928.3
0 100 200 300 400 500 600 700 800 900 1000

Million Tones

(World Steel Association- 2019)

1.2 Objectives

1. To learn about the industry.

2. To learn about the company.
3. To recognize the external environment.
4. To recognize the internal environment.

1.3 Scope
During my internship program I tried to gather as much as information as possible to
illustrate a clear-cut image about role of the merchandising and importance of
merchandising for the export oriented garments.
The guiding principle of merchandising is to develop and maintain strong, secure relation
with buyers and suppliers.

1.4 Method
Data from both the primary and secondary sources were used to make this report.
The primary data sources:
 Face to face interview with merchandising executive.
 Observation of various sections and their activities.

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  Individual experience.

The secondary data sources:

 Organizational profile (Website, documents) of Clifton Group.
 Internet (various search engine)
 Articles
 Books.

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 Chapter Two

Company Profile

2.1 Brief Discussion about Company

2.1.1 GPH ISPAT LIMITED.
One of the leaders of Bangladesh in manufacturing steel promises a super strong future and
economy with its world class products. Not only structural bar, but GPH Ispat Limited is
also one of the producers of low & medium carbon and low alloy Steel Billets in
Bangladesh, the main ingredients of manufacturing graded steel bar. As GPH is ensuring the
highest quality products in Bangladesh as per various international and national standards,
GPH Steel Billets and Bars are getting exported to other countries after nourishing national
demand. The introduction of GPH Ispat Limited has all the potentials to take Bangladesh
quite a few steps forward to a stronger, brighter tomorrow.
GPH Ispat Limited is one of the leading integrated steel manufacturing companies in
Bangladesh engaged in manufacturing and trading of M. S. Billet and M. S. Rod. The
Company was incorporated in Bangladesh on May 17, 2006 as a Private Limited Company
limited by shares under the Companies Act, 1994. The Company converted into a Public
Limited Company along with the subdivision of face value of shares from Tk. 100 to Tk. 10
each and enhanced Authorized Capital from Tk. 1,000 million to Tk. 2,500 million on
December 18, 2009. GPH Ispat Limited came to Initial Public Offering (IPO) in February
2012 and became listed with Dhaka Stock Exchange Limited and Chittagong Stock
Exchange Limited in April 2012. The company enhanced its Authorized Capital from Tk.
2,500 million to Tk. 10,000 million in September 2015. GPH Ispat Limited also issued
03[R]:02 Right Shares in June, 2016.
The commercial production of the factory commenced on August 21, 2008 with an annual
production capacity of MS Billet 84,000 metric ton and MS Rod 120,000 metric ton of
different diameter ranges from 8 mm to 40 mm. In 2012, GPH Ispat increased its production
capacity of MS Billet from 84,000 metric ton to 168,000 metric ton per annum.
Subsequently, the annual production capacity of MS Billet and MS Rod increased to
210,000 metric ton and 150,000 metric ton respectively in the year 2018. At present, GPH
Ispat is in the process of large-scale expansion of production with the world’s most
advanced technology based on “EAF Quantum Technology” by enhancement of production
capacity of MS Billet 840,000 metric ton and MS Rod, Medium Section Products (Steel
Beam, Angle, Channel, Flat Bar etc.) 640,000 metric ton per annum. After completion of the
said production expansion, the total annual capacity of MS Billet and MS Rod, Medium
Section Products will reach to 1,050,000 metric ton and 790,000 metric ton respectively.

2.1.2 Address
Corporate office: Crown Chamber, 325 Asadgonj, Chattogram-4000, Bangladesh.
Factory: Masjiddah, Kumira, Sitakunda, Chattogram, Bangladesh.

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2.1.3 Management
Chairman : Mr. Md. Alamgir Kabir
Managing Director : Mr. Mohammed Jahangir Alam
Additional Managing Director : Mr. Md. Almas Shimul
Directors : Mr. Md. Abdur Rouf
: Mr. Md. Ashrafuzzaman
: Mr. Md. Abdul Ahad
: Mr. Md. Azizul Hoque

2.1.4 Products
Two types of products are manufactured at GPH ISPAT LTD.
1. BILLET: Size - 100mm X 100mm, 110mm X 110mm, 130mm X 130mm and as per
customers’ requirements).
2. REBAR:
a. Deformed bar
b. Plain bar

2.3 Vision, Mission and Values

2.3.1 Vision

 To enrich the steel sector of Bangladesh as a beacon of light for others and to help
the country in upcoming infrastructural development.
2.3.2 Mission
 Our Mission is “to provide customers with excellent services and products resulting
in constant improvement and innovation at the highest level of quality"

2.3.2 Values
 We are committed to provide enjoyable work environment for our employees, our
most important resources. We will continually promote teamwork, quality
improvement and excellence in all the places of business for establishing good
governance.
 We will provide products and services of highest quality and value by respond to our
customers with promptness, sensitivity, respect & always with integrity.
 We enrich stakeholders’ interest where employees are our strength, customers are
our Brand Ambassador, and suppliers & service providers are our value chain.

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  We meet the challenges of Earthquake with our quality products in strong
infrastructure development to secure the safety of country people.
 We will maintain a financially strong, growth – oriented company for the protection
of our shareholders & employees through leadership & innovation.
 We ensure that our production process is free from environmental pollution.

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 Chapter Three
Industry or External Environment Analysis

3.1 Overview of Industry

3.1.1 About Bangladesh Steel Industry
Bangladesh is one of Asia's buoyant emerging steel markets and has a growing need for raw
materials and steelmaking technologies. The movement towards a progressive national
economy strongly depends on how the construction materials especially steel related
industries have evolved and such products are readily available. Steel is a basic raw material
for infrastructural development and multiple other uses. Fortunately, the country has a proud
heritage for the art of steel making and shaping for a long time.
The Government of Bangladesh has projected the economy to grow by 8.2% in FY2020.
Meanwhile, Asian Development Bank (ADB) has also forecasted the economy to grow by
8.0% in FY2020, which makes Bangladesh as the fastest growing economy in Asia- Pacific
region. According to industry experts, there is a linkage between a country’s economic
growth and growth in steel consumption. If GDP is expected to grow by 8%, steel industry
should grow by at least 16% per year.
The country’s economic activities took a turnaround in recent period. Increase in VAT and
other regulatory duties, implementation of new VAT law and strict field level enforcement
along with higher market competition, high interest rates and slow private credit growth etc.
has significantly affected industry demand and sales of various industries including steel as
well. Meanwhile, global economic slow-down has also started to affect the economy of the
country. However, our long term view remained positive as the demand for steel will
inevitably grow in line with the country's economic and infrastructural development. Major
buyers of mild steel and re-rolled products include government, individuals and institutional
buyers in the real estate sector. Implementation of the government’s huge infrastructural
development plans have been driving the double digit growth rate in the country’s steel
industry and we expect that the industry will also be enjoying strong growth in the next
decade amid ambitious development initiatives by the government. Besides, growing
urbanization, industrialization, increased wage earners’ remittance inflows and higher
purchasing power of consumers are accelerating the growth in overall construction sector.
(Haque A. M. and Abdullah A. -2019)

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3.1.2 Major Types of Steel
Two types of steel:
1. Long Steel
2. Flat Steel
Different Types of Long Steels
Bar Rebar
Merchant Bars
Structural Beams
Channels & Angles
Tubes Oil country tubular goods (OCTG)

Other tubular products

Different Types of Flat Steels

1. Hot Rolled Sheets
2. Cold Rolled Sheets
3. Galvanized Plain (GP) Sheet
4. Coated Sheet
5. Plates
6. Corrugated galvanized roofing (C.I.) sheets
(Haque A. M. and Abdullah A. -2019)

3.1.3 Bangladesh Steel Industry is self-reliant

There is no exact year-to-year available data regarding the production and market share of
the steel industry of Bangladesh. However, In terms of production capacity for both finished
and semi-finished (billet) steels Bangladesh is now self-sufficient.
According to the industry players, Bangladesh’s combined annual installed capacity of
producing steel in 2018 was 8.5 million MT and the country has consumed 7.0 million MT
steels which was only 1.6 mill MT a decade ago. Installed capacity of producing steel will
cross 9 million MT by the end of 2019 and the production capacity to increase by another 3-

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4 million MT in the next few years after completion of various ongoing and planned
capacity expansion projects by various industry players. It is expected that by 2030, steel
consumption will reach 18 million Tons.
The country’s annual installed capacity for various long steel products like Rod, Angle,
Channel, Bar etc. is around 8.0 million MT and annual demand for long steel is 5.5 million
MT. Besides, within the flat steel products, the country’s present installed capacity is 1
million MT for cold rolled steel and 0.4 million MT for colour coated sheet.
Even though industry capacity is higher than the domestic demand, the industry is exposed
to seasonality. Sales remains sluggish during the rainy season and higher in winter season.
So, actual production remains lower in the dull season. On an average 70-75% capacity
utilization is termed as optimal by the industry players.
The market size of steel is around BDT 450 billion. The local steel market grew at a rate of
15%-20% in last two years from 8-10% per year previously.
Currently, 45 steel mills are the members of Bangladesh Steel Manufacturers Association
(BSMA) who manufacture over 80% of the steel products in the country.2 Moreover, major
industry players are injecting fresh investment in this sector to enhance their production
capacity to grab the potential of huge demand for the implementation of government’s
gigantic infrastructure development plans. (Haque A. M. and Abdullah A. -2019)

3.1.4 Major Players in Steel Market

Company Name Capacity

(In 1000 MT)
1. Abul Khair Steel (AKS) 1,400.0
2. BSRM Group 1,240.0
3. Kabir Steel Rolling Mills Ltd. (KSRM) 800.0
4. GPH Ispat Limited (GPH) 760.0
5. Mohsteel Limited 500.0
6. Anwar Ispat Limited 360.0
7. Shahriar Steel Mills Ltd. 216.0
8. Baizid Steel Industries Ltd. 206.0
9. Salam Steel Concast Re-rolling Mills Ltd. (SCRM 130.0
10. Ratanpur Steels Re-Rolling Mills Limited 187.2

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3.1.5 Market Share

3.1.6 Porter’s Five Forces Analysis

The Five forces model developed by Michael E. Porter has been the most commonly used
analytical tool for examining the competitive environment. It describes the competitive
environment in terms of five basic competitive forces.
1. The treat of new entrants.
2. The bargaining power of buyers.
3. The bargaining power of suppliers.
4. The threat of substitute.
5. The intensity of rivalry among competitors.
(Strategic Management- Creating a competitive advantage)
Threat of New Entrants
Threat of new entrants is medium due to

 High capital requirement

 High scale economies
 Favorable government policy
 Low product differentiation as it does not fall into the magnificence or specialty
goods.
Bargaining Power of Suppliers
The bargaining power of suppliers is low due to
 Low cost of switching suppliers
 Firm’s effort to produce raw materials by their own
Bargaining Power of Buyers
The bargaining power of buyers is moderate due to
 The products are used in the wide range of industries such as gas, oil and automobile,
shipping, consumer power and durables etc. But the number of reliable sellers is
comparatively low.
 The products are more or less standardized hence the prices are competitive.
Availability of Substitutes
It is medium to low due to

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  Although usage of aluminum has been rising continuously in the automobile and
consumer durables sectors, it still does not pose any significant threat to steel as the
latter cannot be replaced completely and the cost differential is also very high.
Competitive Rivalry
Competitive rivalry is low due to
 Among over 400 active firms in the industry, the top 5 companies serve more than
half of the demand.
(Khan Y., Ahmed F., Mahee M. S., Tarik I. & Sadi G. A. – 2018)
3.1.7 PESTLE Analysis
Analysis of PESTLE, now and then referred to as PEST examination, is an idea for the
promotion of standards. Furthermore, this idea is used by organizations as an instrument to
follow the earth in which they work or intend to dispatch other tasks, items or
administrations, etc.
PESTLE is a thought which in its extended structure means P for political, E for economic,
S for social, T for technological, L for lawful and E for environmental. It provides a 10,000-
foot overview in overall condition from a broad spectrum of edges to be checked and
monitored while mulling over on a particular idea or plan.
1. Political and Legal
Political turmoil turned fierce for quite a while in January and February 2015
upsetting creation, transportation and different administrations. The nation likewise
persevered through strikes, compounding this stun. Instructive organizations shut,
interchanges were hindered and wellbeing lessened.
Government is introducing the various rules and regulations of this particular
industry. The government is about to paying the more attention in the health policies
of the employees which are working with the steel industry. Special health incentives
and rules are introduced in the steel industry.
2. Economic
Bangladesh Steel and Rod Industry is growing as the Bangladesh economy is
charging towards record development figure for the second continuous year, driven
by twofold digit development in assembling and development parts. Gross domestic
product development in monetary 2019-20 is probably going to be 7.8 percent, up
from 8 percent a year sooner, according to the gauge of the Bangladesh Bureau of
Statistics. This is the third back to back year that the financial development was over
7 percent following quite a while of moping in the area of 6 percent.
3. Social
Despite boom times, the unemployment rate only declines below 4-5 percent from
time to time. There are persons who move constantly between different economic
fields or between urban communities. At the point when the economy enters
subsidence, unemployment can reach much higher numbers at that point, sometimes

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 even in the double digits. The organization has constantly looked for the most
capable and goal-oriented individuals to lead it in a regularly changing world with
new challenges in the skyline.
4. Technological
The iron and steel industry is a colossal process industry, and its establishment is
plant design that extends from plant construction and maintenance to increase their
useful life. Despite traditional needs, plant engineering today should meet a broad
range of additional requirements, for example: Higher yield, better quality of the
products and greater quality assurance of the products.
5. Environmental
Though the steel industry is encouraging the many sectors and the encouraging the
development it is creating the unfavorable environment in the nature. The all leading
industries are following the environmental acts which are declared by the
governments, though it is creating very bad impact on the environment. Many
industries are using the pollution control equipment and energy saving equipment but
that is not sufficient in the nature. The least importance is given to the environmental
aspect. (Moon J. I. 2019)

Chapter Four
Economic Analysis of Bangladesh

4.1 Activities of an Apparel Merchandiser:

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 Chapter Five

SWOT Analysis

# STRENGTH
 Worldwide nominated corporate buyer.
 Competitive price.
 Client dedicated service delivery.
 23 Years of experience.
 Experience and skilled manpower.
 Committed service.
 Worldwide image and reputation.
 Good customer care.

# WEAKNESS
 Frequent market fluctuation.
 Negative approach & business by competitor.
 Lack of available production field

# OPPERTUNITIES
 Increase market demand.
 Strong financial condition.
 Fundamental principles or core values of the business remain constant.
 New coverage around the country.

# THREATS
 Competition from rivals.
 Increase and fluctuate price.
 Government policy.
 Frequent current fluctuation.

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 Chapter Six

6.1 Problems
1. Losing customers due to delay in delivery.
2. Failure to meet customers’ expectation of quality.
3. Lacking in materials sourcing.
4. Delay in import of materials due to problems in port.
5. Communication gap among different departments.
6. Problems in customs.
7. Political unrest.

6.2 Recommendations
1. To deliver the products in scheduled time it is important to manufacture the products
in time and pre panning the mode of shipment so that products reach customers in
due time.
2. Sometimes due to failure to meet customers’ demand of quality, customers may not
come back. So maintaining proper quality during production is a must. Modern
machines and training can be arranged for that.
3. Sourcing of materials from various suppliers can help to improve the production
process and quality. A broad analysis can be done to identify such suppliers.
4. Import of materials delays sometime due to problems in port area so communicating
with port authority and suggesting them some come up solutions can be a measure
regarding this.
5. Improved communications process among different departments can help to flourish
the business.
6. Corruption in customs and slow process degrading the position in world market.
Speaking with govt. to come up with solutions regarding this might help for growth.
7. Political unrest brings disaster for business. Sometimes the owners can meet the
major political parties to stabilize the situations.

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6.3 Limitations
I tried my best to make the report complete and successful. But while conducting the report,
I have faced many problems. The major limitations are presented briefly in the following
part:
Time stress: As we know that merchandising is very big part of garments industry but
against this big part two months is very short time to learn .So it was really hard for me to
know about every part of merchandising and make a complete Report.
Conservativeness: When I talked with the Managing director of the company to gather
information regarding my internship report they didn’t reveal many sensitive issues. They
were tried to avoid answering many questions.
Sources of information: Sources of information were not always good.
Lack of experience: The work of collecting the information requires much experience. But
I had very little experience in this work field.

6.4 Conclusion
Clifton Group in one the biggest and well-reputed company in our country. This company
has been maintaining a good position in the world market for a long time. If the corruption is
reduced, all the illegal activities are stopped and the government take care the RMG sector I
think all garment company will do better in future. In this case Clifton will also do better.
There is no doubt to say that Clifton Group has created a good reputation in the market by
its quality product and service. It should maintain the quality and try to bring new product
especially in USA market.

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 Chapter Seven
Lessons from Internship

1. Punctuality in all aspects: Whether it’s arriving early in the morning or getting a
task done on time, punctuality is essential. It shows that one is dedicated to his work
and capable of responsibility and professionalism.
2. New and improved skills: One of the most important things I gained from
internship is newfound knowledge. Learn how to fulfil tasks that are relevant to
desired career path and sharpening the skills that I already possess.
3. Professional communications: Another lesson I gained from internship is the ability
to speak with people in a professional setting. Discussions with bosses or coworkers
are different from discussions with fellow students.
4. Networking is important: This is the only way people will know who I am and
what I am all about and most importantly remember me.
5. Working hard: Always working hard even if task is small and seems unimportant.
6. Dedication: Whatever task or job given must be done with dedication.

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 Appendices

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 References

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Uddin M. B. (2014).
http://www.academia.edu/19106238/Function_and_Importance_of_Merchandising_in_Appa
rel_Industry
Cateora R. Philip, G. L.–H., & Philip, C. R. (2002). International marketing (11th ed.). New
York: The MacGraw –Hill.
Khandalkar P. G. http://textilelearner.blogspot.com/2013/10/role-of-merchandiser-in-
apparel-industry.html
Islam M. (2015). http://www.garmentsmerchandising.com/duties-responsibilities-of-a-
senior-apparel-merchandiser/
Islam M. (2015). http://www.garmentsmerchandising.com/types-of-samples-required-for-
garments-export-order/
Alam M. N. (2016). https://www.textiletoday.com.bd/the-role-of-business-communication-
in-the-merchandising/
Islam M. (2015). http://www.garmentsmerchandising.com/category/consumption/
Rawal S. (2015). http://www.garmentsmerchandising.com/roles-of-a-merchandiser-in-
garment-industry/

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