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. CONTAVT NO: 01814-417649
1. RAK Ceramics ( Bangladesh) produces an extremely wide range of products in Gres Porcellanato in several finishes suited for any ambience. a UAE-Bangladesh joint venture company. With an annual turnover of over BDT 3248 million. It is engaged in manufacturing and marketing of ceramics tiles. Cotto. Double Charge. floor tiles. was incorporated in Bangladesh on 26 November. Twin Press etc. Modern. RAK Ceramics PSC. The commercial production of new sanitary ware plant was started on 10 January 2004. Further expansion of the existing facilities ofceramics tiles plant took place in year 2004. The name of the Companywas thereafter changed to its name from RAK Ceramics(Bangladesh) PrivateLimited to RAK Ceramics (Bangladesh) Limited on 10 June 2008. Pencils and Capping and Borders & Corners. RAK Ceramics (Bangladesh) Limited. certificateissued by the Registrar of Joint Stock Companies dated 11 February.A. Stone. Khater Massaad as Chairman.K. and for tiles and sanitary plantswere in year 2007. Dry Glaze. 1998 as a private companylimited by shares under the Companies Act 1994. Double Charge with Soluble Salt. 2. S.1 Products Offered: RAK Ceramics (Bangladesh) produces a very wide range of products in the Ceramic Range with products such as Ceramic Wall and Floor Tiles. Finishes such as Rustic. Granited. 90% held by RAK Ceramics PSC. bathroom sets and all types of sanitary ware. Antique. The widest range in the industry in terms of sizes and designs is on offer. UAE is presented by Dr. Thousands of tile models in Glazed and Polished Porcelain are backed by advanced technologies such as MDR. Ekramuzzaman. within the short span of eight years RAK has firmly established itself as one of the leading manufacturer of high quality ceramic wall. 3 . It has started its commercial production on 12 November 2000. a company incorporated under the laws of UAE and remaining 10% owned by local investor Mr. 2009. Company Profile: 2. gres porcellanato and sanitarywares products in Bangladesh. Décors and Listellos. Historical Background: RAK Ceramics (Bangladesh) Limited.
000 43.201.382 90% 98% % of the utilization Over (under) Utilization (4.71 6 440. Wall Tiles: Ceramics Border tiles Décor tiles Floor tiles: Ceramics Gres Porcellanato: Salt & peper (Glaze) Salt & peper (Homogeneous) Soluble salt (Mirror polish) Double Charge (Mirror Polish) Wooden Model Staire & pavement Slate Rustic 2.2 Production: It produces more than 600 models of sanitary wares sizes from 13cm * 13cm up to 60cm * 60cm and 8 million square meters per annum and over 600 models of tiles.402.783.comprising of wash basins. Following table illustrates the production capacity of Tiles and sanitary wares division: Production Unit Installed capacity Annual For the period Tiles Sanitary wares 4 Sft Pcs 86.40 0 450.Brick.K.417.684) (9. water closets & bidets ( both Floor Standing & Wall Hung types) and Accessories. Counter.80 0 900.A.618) / . Ceramics' (Bangladesh) sanitary ware encompasses an elegant range in Wash Basins (Mounted & Pedestal types).000 Utilization during the period 38. and Marbo are some of the wide range of effects on offer. Bathroom sets . R.
713.500.668. 2.800.547 995.223.082. The divisions of employees are as follows: Work Division Part Time Administration & Sales Tiles Sanitary Wares Total 260 65 325 Number of Employees Full Time 114 439 345 898 2.909 As on Dec 31 2000 (Tk.929 654.562.000 5.400.4 Employee Strength: As on June 30.) 648.000 558. Competitive Status: 3. contractors and house holders etc. 2009 total number of the employee was 1.047.347 676.2.546.3 Customers of RAK: The major customers of RAK are builders.995.065 3.) 648.1 Other Competitors: Jasma Ceramic Industry Peoples Ceramic Industry Standard Ceramic Industry 5 .000 486.) 648.310.423.648 1.5 Capital Structure: Particular As on June 30.400.296.) Share capital Share money deposit Bank 1.000 502.170.200 Overdraft Total 3.293.702.265 As on Dec 31.000 508.122.293 3.056 3. 2009 (Tk.400.835. 2008 (Tk.807 As on Dec 31 2007 (Tk.625.
1 Trends of performance 6 . Bangle Ceramic Industry Monno Ceramic Industry.RAK has always painstakingly positioned the company to respond to emerging market opportunities and have made major investments. unrelenting pursuit of excellence. only productive organizations delivering quality goods and services can prevail. 3. The Company’s currently enjoying more than one fourth share of the tiles market and greater than two third share of the sanitary ware market. prosper and grow. 4. Performance dynamics of RAK Ceramic Ltd 4. It will continue to invest in innovative breakthrough technologies in the ceramic field because we know that in this era of global competitiveness and borderless economies. The quality along with the competitive pricing of the products has enabled RAK Ceramics (Bangladesh) Limited to gain a substantial market share in the ceramic sector. as one of the establishments producing high quality tiles and sanitary ware products. The strengths of RAK Ceramics (Bangladesh) Limited is its professional expertise. RAK intends to leverage the leadership by pursuing strategic opportunities through the investments that have been made.2 Competitive Condition of this company RAK Ceramics (Bangladesh) Limited enjoys the reputation of being a market leader in the local tiles and sanitary ware market. and a deep and profound knowledge of the business environment that has enabled the company to tap the market share in the tiles and sanitary ware field.
26%.. duties and VAT. sales of RAK increased by 20-30%. they also improved their production capacity and technique. Turnover in 8 years achieved a compounded annual growth of 33.1 billion to the national exchequer in taxes. 4. levies. A major chunk of Bangladesh’s construction was done by RAK products. Now it is globally recognized as a super brand. Over the last 12 months. Factor Influencing Performance: 5. In just 5 years turnover reached four fold. The quality control system implemented from input sourcing stage to final packing & dispatch trail.2 In overall performance RAK Ceramic was the first ceramic company in Bangladesh to receive ISO 9001:2000 certification due to its consistency in delivering high-quality service. 5. RAK contributed nearly Tk . Further.1 Focus On Quality: RAKCBL has devised its own quality norms for its operations which are better than generally accepted best quality norms followed by reputed players in the ceramics sector. The quality management systems that RAK Ceramics’ operates is comply with the highest standards of leading 7 .
-“SETSCO” certificate of recognition. 5. presses. wet and dry grinding vessels. The production facilities of the company are based on currently available technology. Water jet cutting technology machines: Facilitate unique water jet designs. but also represent a universal endorsement of the quality of the products manufactured. However.institutions throughout the world. It uses latest technology for its Tiles &sanitary ware production.1 Strength: 8 .2 Economic climate: After introduction of democratic Government. The Company has several leading certifications that not only stand testimony to meet and comply with stringent standards. and diamonds cutting machine tools help make beautiful vanity tops from gres procellanato slabs. To name few-ISO 9001: 2000 issued by the BVQI. and many other operations 2.3 Technological Advancement: RAK Ceramics (Bangladesh) Limited is the technology oriented company.“WaterMark” license. Its research and development (R&D) and Quality control (QC) department are equipped with the best technologies in the country. skilled technicians in sophisticated control rooms monitored raw materials in blending mills. RAK picked up in 2009 and 2010. Due to sudden crash of prices all over the world in 2008. -“Standards mark License” for sanitary wares. kilns. After the recession of 2008. the company did lose a lot of money on their inventory. 6. Modern European machinery: Robotic controlled TGV machines. drying and cooling cycles.-“Insitute Szkla I Ceramic”-“CSTB”. Some advance technology by is RAK Ceramic is shown below: 1. 5. 3. they were able to recover well and focus on productivity and efficiency enabling them to come out of the crisis successfully. Due to technology advantage the company will assist the future business growth of the company. Bangladesh’s financial condition enhanced day by day. robots picked and placed semi finished tiles in many production steps as well as in sorting and packing the finished tiles. SWOT Analysis: 6. Latest Italian Technology: For production including computerized kilns. Computer controlled vehicles transferred semi finished goods from station to station.
Innovativeness: The strength of RAK lies in the speed with which it has innovated itself to meet market expectations. Strong Marketing lineup: RAK has developed sound and effective marketing policy to share knowledge about their products with design engineers. 6. So it has achieved great competitive skills. . providing best and timely service before and after the business transaction. p. Market leader: RAK Ceramic is the market leader in the Ceramic Market of Bangladesh. They occupy 12 % of the total ceramic market.2 Opportunities: 9 . Strong products distribution lineup: RAK has appointed more than 98 dealers including tiles and sanitary ware products all over the country to sell the products of the Company to the ultimate customers. Cost minimizing capacity: RAK ability to deliver variety of products at one stop location with affordable prices will have an edge over competitors. It invests regularly to produce products that would stand out in the market.2 Weakness: Low per capita consumption (0. The employees of RAK have a strong sense of commitment towards organization and also feel proud and a sense of belonging towards RAK. Great competitive skills: It has been working consistently in steel production sector. a. Reliability: Be the preferred business partner of the customer and suppliers by offering quality products. The strong culture of RAK is the main reason behind this strength. Low advertising.15 sq mt. Modern equipment technology: The Company is working continuously with their modern technological expertise with research and development to improve the product quality in accordance with customer choice. 6. fashion and design.) as compared to developed nations. It has the ability to face strong competition. thus creating more awareness in the minds of the customers. Strong employee bonding and belongingness: RAK employees are one of the major assets of the company.
If they increase the production capacity then their production cost will decline. Labor unions are one of the emerging threats of Bangladesh now-a-days. As RAK is internationally renowned company so it’s have a strong possibility to export steels product in near future. So competition will also increase in the steel market. 7. Conclusion: 10 .4Threats: All ceramic company of Bangladesh wish to increase their production capacity. 8. The industry should expand its plant. Possible measures to improve performance: The following measures can be recommended for the industry to improve performance: The production of the industry should be raised because the production is lower than the demand of the product. There should be alternative source of power to maintain rate of production. Supply of power and gas remains key-cost related issues impacting issues. their product has high demand. Company should arranges the dealers meeting at reasonable periodicals to understand the market updates and future plans of market demand & related developments. The untapped rural market supported by a strong growth witnessed by agriculture provides tremendous potential for the domestic ceramic manufacturers. Need to take steps for individual customers. The construction and housing boom to provide bolstering demand for ceramic tiles. That means. 6. The organization should give more emphasis on advertisement of its product. The industry should increase its channels of distribution of product.
RAK ceramic creates a strong position in the market for ceramic for their high quality product and high technology as it successfully competes with its competitors. The production. 11 . The overall performance of this company was good. So management should focus on that. Organization is a completely profit making organization . sales and marketing activities of the company are expanding day by day in countrywide. But for any organization branding is most important.
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