CHAPTER-01THE knowledge, experience, and trust we have with

CHAPTER-01THE ORGANIZATION 1.1 IntroductionRelationship marketing was first defined as a form of marketing developed from direct response marketing campaigns which emphasizes customer retention and satisfaction, rather than a dominant focus on sales transactions.As a practice, relationship marketing differs from other forms of marketing in that it recognizes the long term value of customer relationships and extends communication beyond intrusive advertising and sales promotional messages.One of the things of most value to our company is its relationships with customers, employees, suppliers, distributors, dealers, and retailers.

Our relationship capital is the sum of the knowledge, experience, and trust we have with our customers, employees, suppliers, and distribution partners. These relationships are often worth more than the physical assets of our company. Relationships determine the future value of the firm.Any slips in these relationships will hurt our performance.

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We keep a relationship score-card that describes the strengths, weaknesses, opportunities, and threats in regard to these relationships.1.2 Company InformationThe history of Akij Group stretches back to later part of the forties.

In its infancy, the Group started in humble way with jute trading which was known as the golden fiber of the country, earning highest amount of foreign exchange. Akij Group’s ceaseless efforts with dynamic management and support from our numerous clients have led our Group in diversifying its business activities. In the second phase, the Group went into manufacturing handmade cigarettes popularly known as “Biris”.

This sector gave a real boost to the revenue earning of the Group as well as making a substantial contribution to government exchequer. With the passage of time, the Group undertook new ventures and presently there are 37 units of industries under its umbrella like cigarettes, handmade cigarettes, printing & packaging, jute mills, textiles, Atta-Maida-Suji, Hand board, Particle boards, Matches, Zarda, Cement, pharmaceutical, leather processing and real?estate business are in operation, catering jobs for more that 38,000 people in various categories. The Group has plans for setting up more projects. The projects are already in pipeline. Foreign investors have shown keen interest in joining with Akij group for joint ventures. I hope that the matter is under our active consideration and will soon mature. This will also help the nation’s economy growth and will create job opportunities to various professionals.Akij Group is also involved in socio-cultural activities.

The Group has been operating a sizeable orphanage free of charge in district town. The Group has also acquired a modern mother & children hospital previously owned by Save the Children (UK). The hospital is being operated as a non-profitable concern by Ad-Din Welfare Trust. Contract address:Akij House198, Bir Uttam Mir Shawkat Sarak(GMG Mor), Tejgaon, Dhaka – 1208, BangladeshCell: 01708428327Phone: (+880-2)9563008-9, 7169017-8Fax: (+880-2)9564519e-mail:[email protected] Historical Background of Akij flour mills limitedAkij Flour Mills Ltd.

” – is a newly incorporated SBU of AKIJ GROUP which has started its’ operation from 2016 with a vision to provide high-quality flour, backed by strong technical know-how and product standards to best meet the diverse needs of every customer. It also supplies other related product such as wheat bran. AFML with its’ brand SUNSHINE within a short span already has been able to grab a positive attention in Atta, Maida and Suji category across the country.

Because SUNSHINE Atta, Maida and Suji are made from finest quality wheat that AFML has the unique capability to source using its experienced quality assurance team.One of the best flour mills in the worldAFML has been using one of the best flour mills in the world made by BUHLER, SWITZERLAND. It is now the most modern production technology in the whole world which can deliver the best quality flour (Atta, Maida, Suji and Barn) to meet customer’s specific requirements.Our products are formulated to, from scale of production to local specialties.  All are fully supported by teams of technical specialists. The SUNSHINE Advantage    It has the power of 51.      Best Quality Wheat2.

      Natural Food Value3.      Balanced Gluten4.      High Quality Processing5.

      One of the best flour mills in the world•         Tailor-Making Solutions- It is our first priority to give the customers best product as per their requirement. Hence, in case of giving tailor-making solution we always try to meet the perfect standard considering the quality of their final product.•         Hygiene from start to finish- We leave no unwanted particles unturned in order to ensure the highest standards of food safety and hygiene. SUNSHINE is engaged in ensuring implementation of world class hygiene standards across the whole manufacturing process.1.4 AFML VisionBecome as one of Bangladesh’s most valuable business entity through world class performance, creating growing value for the Bangladeshi economy and the Company’s stakeholders.1.5 MissionTo enhance the business in a globalizing environment, delivering superior and sustainable stakeholder value by becoming the most trusted solution provider .1.6 Goal of the Company• To exceed customer expectations by providing fresh products & better services.a) Long Term Goal? Keeping ahead of other competitors in productivity and profitability.? Taking the leading position in the flour market.b) Short Term Goal? To attain budgetary targets fixed in each area of business.1.7 Organization Principles of Akij flour mills limited? Integrity in all their dealings.? Excellence in everything they do.? Total commitment to customer satisfaction.? Thinking ahead and taking new initiatives.1.8 Strategic and Financial ObjectivesStrategic Objectives:? A bigger market share through dealer based network.? Broader and more attractive products than rivals.? Superior customer service.? Wider geographic coverage than rivals.? Growth in earnings.? A more diversified revenue base.Strategy:? Low cost provider strategy.? Offensive Strategies to build market share.? Vacant niche strategy.? Superior Product Strategy.