An Internship Report

on
Marketing Implications in Textiles Industry:
A Study on Beximco Textiles Ltd

Shahadhat Hossen Khan

ID-BBA 050201294
Major in marketing
Department of Business Administration

Date of Submission
13th July, 2009
 An Internship Report
on
Marketing Implications in Textiles Industry:
A Study on Beximco Textiles Ltd.
 An Internship Report
on
Marketing Implications in Textiles Industry:
A Study on Beximco Textiles Ltd.

Supervised By:
Ms. Jannatul Mawa Nupur
Lecturer in Marketing
Department of Business Administration
Northern University Bangladesh

Submitted By:

Shahadhat Hossen Khan

ID- BBA 050201294
Major in Marketing
Department of Business Administration

13th July, 2009

 Student Declaration

I am Shahadhat Hossen Khan here by declare that the work presented in this report titled

Marketing Implications in Textiles Industry: A Study on Beximco Textiles Ltd has

been carried out by me and has not been previously submitted to any other University or

organization for an academic qualification, certificate, diploma, or degree.

……………………………..
Signature,

Shahadhat Hossen Khan

ID- BBA 050201294
Major in Marketing
Bachelor of Business Administration
Northern University Bangladesh

Certificate of Acceptance
This is to certify that the internship report titled Marketing Implications in Textiles

Industry: A Study on Beximco Textiles Ltd is submitted in partial fulfillment of the

requirements of Bachelor of Business Administration program, Northern University

Bangladesh, which is accepted in form and quality.

_______________________
__________________
Supervisor Committee chairman
Ms Jannatul Mawa Nupur
Lecturer in Marketing
Department of Business Administration
Northern University Bangladesh
 Letter of transmittal

13th July 2009

Ms. Jannatul Mawa Nupur

Lecturer in Marketing
Department of Business Administration
Northern University Bangladesh

Subject: Submission of the Internship Report on Marketing Implications in Textiles

Industry: A Study on Beximco Textiles Ltd.

Dear Sir,

It is great pleasure for me to submit the internship report on Marketing Implications in

Textiles Industry, an official part of “Beximco Textiles Limited” for the partial
fulfillment for the Degree of “Bachelor of Business Administration”.

Although the preparation of the study wasn’t an easy task for me, I enjoyed the challenge
and tried to face the problems with patience. This study gave me a real life experience
and opens our eyes to the actual business environment. It helped me to gathering various
aspects of knowledge and increased observation power regarding a business and its
regular operation.

I have provided my best effort to prepare this report. I hope my internship report meet
your expectation. However, if you need my clarification from any part of this report then
please let me know me about it and I will try my best to make that understandable.

Sincerely yours,
_________________________
Shahadhat Hossen Khan
ID# 050201294
Major in Marketing
Department of Business Administration
Northern University Bangladesh
 ACKNOWLEDGEMENT

All praise and utmost prayers to be almighty how is the source of all power and
knowledge, more tanks to is almighty Allah for giving me to complete my research work
in time despite my personal troubles and hazards.

It is a great pleasure of having the opportunity of expressing my deepest since of

gratitude, heart-felt thanks and sincere appreciation and greatest indebt ness to my
reverend supervisor Ms. Jannatul Mawa Nupur, Lecturer of Business Administration
discipline, Northern University Bangladesh, Dhaka campus for his constant guidance,
excellent cooperation and continuous encouragement without how is this work would not
have been possible.

I am very much indebt in the department of BBA to giving me the opportunity to do the
intern in an organization. As well as I am also grateful to the management Bextex ltd. for
the internship program at their organization who allowed me supplied me necessary
formation documents and sacrifices their valuable time.

I am highly obliged to Mohammad Delwar Hossain, Manager of Marketing, BTL who

supervise and allowed and supplied me necessary information. I am grateful Mr. Samad
Sr. Executive of Marketing. I also grateful to Mr. Mosiur Junior Executive of Marketing.

I would also like to express my profound gratitude to Mr. Arman, Deputy General
Manager of Marketing and Sale Division. And all the staff of BexTex Ltd. who have
provided me various information which are most necessary for my internship program.
 Executive Summary

In modern days, all types of sectors and industries are becoming more market driven and

customer focused keeping their main concentration basically on the customer satisfaction

and providing superior customer value. Beximco Textiles Limited is not an exception to

this all over the world though it's not the case in Bangladesh. In this report, I have tried to

discuss the unique sector of Beximco Textiles Limited and discussed how marketing

implications concept can benefit the Beximco Textiles Limited and customer-focused

strategy. First of all, I have given a summary of the unique field of Beximco Textiles

Limited about its terms, processes, rules & regulations, documentation etc. Then, I have

presented the company profiles of Beximco Textiles Limited along with their overseas

counterpart USA, UK, CANADA, GERMANY, BELGIUM, SPAIN etc.

As a private firm Beximco achieves lot of fame within few years to the whole industry. In

the system of Beximco Textiles and as well as in the Textiles industry I found few

performance deviation, which is not expected. These deviations are often terns into

serious problem. Beximco’s main problem is in its HRM department, IT system, R&D

department, TQM, CPM, SCM, Website, Machineries, Utility facilities and in after sells

service. There are few problems, which effects not only Beximco but also the whole

industry are, lack of international lobbing, lack of foreign exports facilities, shortage of

modern research and Textile education institutes, political in stability, weak loan

facilities, lack of government policy, Bureaucracy and Corruption in various sector.

Ι
 Acronyms

BTL - Beximco Textile Limited

BKL - Beximco Knitting Limited
BDL - Beximco Denim Limited
BAL - Beximco Apparels Limited
TQM - Total quality management
L/C - Latter of Credit
MIS - Management Information Department
HRD - Human resource Development Department
RMG - Ready Made Garments
BKMEA - Bangladesh Knitwear Manufacturers and Exporters Association
BTMA - Bangladesh Textile Mills Association
CVC - Chief Value of Cotton
PLC - Product Life Cycle
MAIS - Management Accounting Information System
MIS - Management Information System
 Table of Contents

Si. No: Particulars Page No:

Executive Summery Ι

Chapter-1: Introduction 01-03

Introduction 01
1.1 Origin of the report 01
1.2 Objectives of the study 01
1.3 Methodology of the study 02
1.4 Limitation of the study 02-03

Chapter-2: The Company Profile 04-13

2.1 Establishment and history 04

2.2 Company Mission 05
2.3 Company vision 05
2.4 Their Commitment to the Environment 05
2.5 Main buyers of Beximco Group 07
2.6 Management Structure 10
2.6.1 The Board of Director 10
2.6.2 Board Structure and Procedure 10
2.7 Functional Department of Beximco Textile Ltd 10-11
2.7.1 Production Department 11
2.7.2 Marketing & Sales 11
2.7.3 Planning, Commercial and Marketing 11
2.7.4 Procurement Department 11
2.7.5 Finance & Accounts 12
2.7.6 Beximco Computers Ltd 12-13

Chapter-3: Internship position and Duties 14-17

3.1 Specific Internship Position & Duties 14-15

3.2 Major Learning Points 16-17

Chapter-4: Findings and Analysis 18-34

4.1 Present Scenario of the Market in Bangladesh 18-19

4.2 The Objectives of the Company is Given Below 19
4.3 Marketing Mix Strategies of BTL 19-20
4.3.1 Product 20
4.3.2 Promotion 20
4.3.3 Price 20-21
4.3.4 Distribution 21-22
4.4 Product Manufacturing Policies of BTL: 21-25
4.5 Quality Control System of BTL 26

4.5.1 Warping 26
4.5.2 Spinning 26-27
4.5.3 Weaving and Knitting 27
4.5.4 Dying, Printing, Finishing 28
4.5.5 Packing 28
4.6 Market Controlling Policies of BIT 29
4.7 Operational Procedure of Beximco Textile Ltd 30-31
4.8 Different Challenging Segments in BTL are 29
4.8.1 Beximco Denim 31
4.8.2 Beximco Knitting 31
4.9 Marketing Environment 32
4.9.1 Micro Environment 32
4.9.2 Macro Environment 32
4.10 SWOT Analysis 33
4.10.1 Strength 33
4.10.2 Weakness 34
4.10.3 Opportunity 34
4.10.4 Threat 34

Chapter-5: Conclusion and Recommendation 35-36

5.1 Conclusion 35
5.2 Recommendations 36

References Ι

Appendixes ΙΙ -
ΙΙ Ι

List of Figures
Figure No. Name of the Figure Page No.
Figure No 1 Warping of the fabric 26
Figure No 2 Weaving of the fabric 27
Figure No 3 Preparation for dyeing 28
Figure No 4 Packing 28