Introduction:

BRITISH AMERICAN TOBACCO is the world's most international tobacco group, with 320 brands sold in 180 markets around the world. They make high quality tobacco products for the diverse preferences of millions of consumers, span the business from seed to smoke and are committed to embedding the principles of corporate social responsibility Group-wide. British American Tobacco Bangladesh Company Limited is a subsidiary of British American Tobacco and is one of the 68 countries in which BAT has manufacturing plants. It is one of the oldest and largest multinational companies operating in Bangladesh. Based in Dhaka it has one cigarette factory in Dhaka and one leaf-processing factory in Kushtia. The company currently employs around 200 managers and 1000 employees.. The group consists of four tobacco subsidiaries and they areBritish American Tobacco Company Limited, which produces cigarettes in over 45 countries for domestic and export markets in Europe, Australia, Latin America, Asia and Africa. Brown & Williamson Tobacco Corporation is the third largest tobacco company in the US. British American Tobacco (Germany) GMBH is a leading cigarette company in Germany. Souza Cruz S.A. is the market leader in Brazil and a world leader in tobacco leaf export.

Key Objective
The main objective of this case is to review the communication tools and procedure of BAT Bangladesh. The case will be prepared following the norms and rules of standard Organizational policies.

Scope
The case will be limited to the information provided by the BAT regarding their recruitment system for the Bangladeshi business environment.

Methodology
Mainly prepared based on interviews. Background information is collected from the information provided by BAT personnel and Internet.

Limitations
The accuracy of the case is depended upon the availability of the required information from the relevant sources

History of BAT
British American Tobacco has been in business for more than 100 years, trading through the turbulence of wars, revolutions and nationalizations as well as all the controversy surrounding smoking. The business was formed in 1902, as a joint venture between the UKs Imperial Tobacco Company and the American Tobacco Company founded by James Buck Duke. Despite its name, derived from the home bases of its two founding companies, British American Tobacco was established to trade outside both the UK and the USA, and grew from its roots in dozens of countries across Africa, Asia, Latin America and continental Europe. BATB started its journey as Imperial Tobacco Company limited in India in 1910. After the partition of India, PTC (Pakistan Tobacco Company limited) was established in 1949 to meet the demand for cigarettes of whole of Pakistan. After independence, in 1971 Bangladesh Tobacco Company Limited (BTC) was incorporated on 2.2.1972 as a private limited company with only three shareholders of Tk.1000 each-2 from BAT and 1 from the government. BTC has always been a part of BAT and in line with the global identity change; BTC was later named as British American Tobacco Bangladesh Company Limited (BATB) in 1998.

Brands
To satisfy consumers demands better and more profitably than its competitors BAT invest effort and care in understanding consumers preferences, and they know that just as adults make informed choices about smoking, adult smokers make informed choices about brands. BAT continues to build a focused, segmented and differentiated brand portfolio and classifies their brands into three types. These are the international, premium and lights. BATs four global brands are - Kent, Dunhill, Lucky Strike and Pall Mall. Vogue, Viceroy, Rothmans, Benson & Hedges, State Express 555, Peter Stuyvesant, and John Player Gold Leaf are also part of their international brand portfolio. BAT markets six brands in

Bangladesh. They are Benson & Hedges, State Express 555, Pall Mall, John Player Gold Leaf, Rothmans and Star.

SWOT ANALYSIS:

Opportunity

BAT creates a winning environment by operating in a different way, utilizing all that people learn from practices around the world. A clear set of Employment Principles that work in practice globally, unites us and demonstrates our commitment to make this a 'great place to be'. Employees are guided by a set of employment principles which makes them the 'Employer of Choice' among many potential employees. Equal opportunity and diversity policy ensures Equal Opportunity & Diversity to all who are working at British American Tobacco Bangladesh. British American Tobacco Bangladesh, is committed in providing Equal Opportunity and promoting Diversity through ensuring that no discrimination is being done to any employee and any job applicant based on age, ethnicity, gender, race, religion, smoking habits or disability- subject to the inherent requirements of the role to be performed, level of performance of the individual and viability of the job in respect to the state of the business.

In BAT Bangladesh value their employee's personal priorities. Allow maternity and paternity leave in their organization. Maternity leave of 6 months has allowed female manager to balance her career aspiration with her role as a mother. Education Assistance to the people so that they can pursue on with their higher studies and fulfill their dreams. Under this policy managers can avail 50% of their education expenses. A number of our managers are doing their MBA, CIMA and other professional degrees under this policy.

Threats:

 Initial stages employees have to go to outside Dhaka so that most of the people basically the Dhaka citizens avoid joining in BAT. In recent survey it has seen that, the turnover rate of BAT is very high because of the rises of other Multinational companies. So, thats a burning threat for BAT.

Strengths:
Leadership strategy of BAT is based on attracting and retaining only the very best talent - people who can make a real difference to business and winning culture. People learn from each other and together create a pool of world class management. Respect for individuality is the key to success in BAT. The strengths that differentiate from others are what attract them. BAT wants to leverage those differences to generate ideas for establishing a truly competitive advantage for British American Tobacco Bangladesh. BAT creates a challenging environment that stretches capabilities to the fullest. For outstanding performers and limitless career opportunities BAT encourages the people to grow to the fullest of their potential. They expect to spend quality time thinking about their career and have tools to help their employees to do this. Team efforts rather than Individual work are a basic opportunity of BAT. BAT invests in a culture which promotes the global interaction of talent, creative thinking and the art of approaching problems from different perspectives. Reward system makes the employees more effective .And employees of BAT are rewarded based on the challenge of their roles in the business, the career opportunities and positive team relationships.

Weaknesses
o Put less importance on the investigating background information. BAT look for attachment of the candidate with reputed institution. o Inaccurate Recruitment process makes hundreds of employee to serve in BAT.

Recruitment Policy of BAT

BAT recruitment policy is a part of their business strategy, ensuring that BAT is equipped with managers of the highest caliber who can build our future. It is a long-term strategic exercise to continually improve the quality of management with a consistent focus on future requirements. Year after year, they select, train and develop some of the brightest and most talented graduates. BAT unique management development programmer British American Tobacco Bangladesh has been in e-reworking since 2002. Focus on e-based advertisement for more visibility and transparency beside the conventional print media. All recruitment related notices are posted on the www.bdjobs.com website. Candidates are required to fill up the blank resume format provided in the website. A well-structured and systematic selection procedure is followed to get the most suitable candidate. Following the selection procedure, pre-employment medical examination and reference checks are done.

Key Issues of Recruitment Policy

BAT entertains application from recognized universities from home and abroad. Applicant must be a citizen of Bangladesh. They encourage students with good academic track record to apply. BAT is not prejudiced against race, sex, religion, age etc. Positions will be offered to the candidate on the basis of his/her ability and the requirement of the company.

 If any application is successful, will be invited to a preliminary interview which will be taken by a member from the function to which they have applied and a member of the Human Resource team. This is a chance to find out more about BAT, as it is for BAT to find out whether applicants have the competencies they are looking for. As a final candidate, applicants will be invited to a specifically designed British American Tobacco assessment centre. This will provide them the opportunity to demonstrate their skills and suitability through your performance in a number of participative and individual exercises. Candidates will also have the opportunity to meet managers and to gain first hand experience of what it is like to work for British American Tobacco Bangladesh. Regardless of the outcome, participants find it a unique opportunity to demonstrate their strengths. If Candidates get through the Assessment Centre, they will be recommended to the respective Heads of Functions for a final Interview.

BAT is committed to keep informed of employees progress through every step of the selection process.

Recruitment Chart

How To apply for a job in BAT

One can apply for any advertised position find suitable for himself through online submission of their particular Application Form. There are 2 ways by which one can submit their Application Form to the Online Job Application System. They can either fill up the form online (Procedure 1),i.e. while candidates are connected to the Internet or they can download the Application Form, fill it up and submit it later online (Procedure 2).For any further quarries they can go to (batb@bdjobs.com).

PROCEDURE 1:
From the advertised vacancies, select the particular position you want to apply for. If there is no vacancy available, you can still Apply Online for any position you think fit for yourself. Click the "Submit your Application online" button to get the Application/Resume Form. After filling all the fields, click the "Submit Your Resume" button. If the application has been successfully submitted you will be given confirmation message along with a Tracking Number which you can use to edit/update your resume if necessary.

PROCEDURE

2: (Downloading the Application Form, Filling it Off-line and Submitting Online).

Candidates can also download the application form from the home page of the BAT. And in that they can get a domain and by the use of it they can easily updated their CV and submit the update application form to the BAT. Later on the demo of the application from is given with relevant case.

Problem Identification

Case Analysis

The place, where the whole selection process occurs called the assessment center. Different primarily selected applicants gather there for the interview session. On the very first day the candidates face a screening test and written examination on the basis of their performance they promote to the next step where

ALTERNATIVE 1:
BAT will employ more eligible managers of different departments to assess the relatively qualified applicants regarding to their respective departments from 3000-5000 applications.

Advantages of alternative 1:
The selection process of BAT is to be completed within 4-7 days and by this process BAT will be able to assess applications comparatively less time than now to search qualified applicants. They can have an additional advantage of reducing at least 2 days of assessing 200-300 applicants. Which means BAT can complete its selection of applications of qualified applicants within 2-3 days. Another point is that BAT will get 4-5 days of taking interviews of applicants while they are getting only 3-4 days of taking interviews of 200-300 candidates (100 interviewers per day). Now by the new process they will face maximum 75 interviewers everyday. So more time will be given in assessing each interviewer and the most possible qualified candidates will be selected.

Disadvantages of alternative 1:

The major problem of the process is the cost of the selection process will rise because of employing more managers to assess qualification of applicants from applications.

Though the qualified applicants are assessed but as the cost has increased so this alternative is not an effective and efficient solution.

ALTERNATIVE 2:
BAT will select two interview boards having equal numbers of managers having equal eligibility who will take interview of 200-300 interviewers.

Advantages of alternative 2:
Here BAT will give the responsibility of the interview session of qualified applicants among two interview boards. So the time of the interview process will be the same (means 3-4 days) but interviewees will be divided into two groups including approximately same numbers of members. Of the two groups, one will be provided into one interview board and another will be provided to the other interview board. So the time will be efficiently used and the time for assessing each interviewee will be increased. At the result the most qualified candidates will be selected for the jobs.

Disadvantages of alternative 2:
Though the interview process will be finished within targeted time period but this alternative doesnt ensure the effectiveness and correctness of selecting the best qualified candidates.

Because though the equal eligibility and number of interviewers are taking interviews in two groups separately but it is not easy to assume or find out the real eligibility of interviewers. This process will not be effective because of the different personality, interview order, impression management, biases, and prior knowledge about candidates of interviewers.

The Application form of BAT:

Personal Identification:
Name: Date of Birth: Nationality: Ready to Join: Correspondence Address: SEX:

Academic Qualifications
Level Name of Degree Educational Institution Relevant Result

Training Information
Title Year Institution Topics Covered

Experience
Work Experience 1
Company Name Department Major Responsibilities Company Location Served from Special Achievement

Work Experience 2
Company Name Department Major Responsibilities Company Location Served from Special Achievement

Alternative 3:
Updated Application form:
There is no pre-requisition of the application so that anyone can apply for the job. So, this is the initial stage from where the problem rises. As a result every year BAT faces thousands of job applications. Ultimately it makes a big problem for the selection process. These types of problem can be solved by using the information technology as well as

software development or web designing. For example, if all the applicants need to full fill a pre- request form and if the pre-requisites are accepted then they will be able to apply for the job then the number of applications will decrease at least 50%. The pre-requisite form will vary from job to job because for various job needs different qualifications. For example, if someone applies for a job of Marketing executive then he/she may need to be at least 6 years of experience or need to have a good leadership quality, good CGPA etc. So the pre-requisite qualities may be decided by the selection committee of the assessment center of BAT. The pre requisite form will reduce the number of applications and if the numbers of applied candidates are less in number than the whole selection process will be much easier .And BAT can judge their applied candidates more effective and efficiently so difficulties may reduce in some extend. A demo of pre-requisite form is given below-

Pre-requisition of the form

Reality of the Case:

Application Form

Name: Md. Mahfuzur Rahman Date of Birth: 22- 01-75 Nationality: Bangladeshi (By birth) Ready to Join: 1st Jan. 2005 Correspondence Address: 129/ West Dhanmondi
Road 9/A, Dhaka -1209.

SEX: Male

Academic Qualifications
Level Name of Degree Educational Institution Relevant Result

Reality of the case:

Md. Mahfuzur Rahman is now working in the BAT as a accountant. After completing his Masters he applied for the job but he did not get the interview card .The next year again he applied for the job with the same resume and get the interview card and finally selected for the applied job so thats the reality of our case. Md Mahfuzur Rahman provides us the needed information and told us his experience .