Background of
RMG sector of Bangladesh
The ready-made garments (RMG) sector
emerged in late 1970s. By 1980s about 800 factories, there was very good growth
in the 1990s; about 3400 factories came into operation. Today more than 4000
units exporting more than $7.5 billion and contribute 48 percent of our
national export earnings, about 11.33 percent of GDP. The total number of
workforce employed in this sector is 1.8 million, which is half of the total
industrial workforce of the country. Besides this, more than 15 million people
work in related industries from button makers to truckers to insurance
underwriters. Almost 85 percent of garments workers are women and most of them
have come from village. At present, garments are the largest foreign currency earners
industry in Bangladesh. Bangladesh earns Seventy six percent of total foreign
exchange from RMG. The ups and downs of the world economy
have its direct effect on it. Because, the development of this sector is
depended on other allied industries Such as: Textile sector, Sewing thread,
Cartons and other accessories. So we need to study RMG sector clearly to ensure
the development of this sector in the world competitive market.
1.1 Ready
Made Garments (RMG) in Bangladesh: A perspective analysis
In the beginning of the seventies, the returning
from garment exports stood at just a few cores for the whole country. This
figure increased and expanded and is likely to touch the magic figure of US
dollar for our economy in the mid-nineties. Although the competition both
national and international is getting together every day and most of the
advanced countries are resorting to some kind of protectionist practices, the
impact of the law of comparative advantages bound to be felt. Therefore, there
is no reason to doubt further increases in this sector. The multi-fiber
arrangements (MFA) and the quota system are expected to undergo a drastic
revision in the coming years in a direction which will be of benefit to us,
provided we are ready to grasp the opportunity.
Yet another development of great significance is
the emerging European Union with a single currency and a single tariff on the
imports and free moment of goods from one member nation to another. For goods
of a high standard and quality, this offers a unique advantage of making the
goods availability to different nations of the EU, which have a population of
over 350 million people.
Apart from the international developments, the new
national policies are offering greater opportunities to the garment exporters.
The winds of globalization and liberalization are sweeping the nation. Access
to foreign markets and buyers is getting easier. The full convertibility of
taka should give a big boost. The government is aware that garments exports are
the largest net foreign exchange earners.
The money earned by garment, exports is much more
than other sectors. Fortunately, thanks to the pioneering effort of many
dedicated individuals, there are a number of fora, through which the government
can be approached and assisted to make a policy, which will be conductive to
the garment industry and exports.
Another healthy development, which will go a long
way towards the enhancement of the capabilities of the producers and improving
the quality of the exports, is the expanding indigenous base following an
increasing national demand. Our countrymen are gradually changing their
preferences and opting to buy manufactured products rather than make a number
of trips to the tailor to get their garment stitched. Indigenous industry is
therefore poised for a major breakthrough. The biggest advantages of this
development are the indirect help, which will be available to the manufacturer
exporter by way of experienced technicians and operations.
The stage is thus set for competent and capable
people to export garments to practically all the corners of the world. Yet if
you ask any one who deals in garments, he will tell you that garment export is
not a bed of roses by any stretch of imagination. The tough specifications of
buyer, High quality requirements, scarce availability of high quality fabric,
production problems, delays in dispatches and finally in shipment are but a few
hurdles. The cut threat competition, acute scarcity of competent managers,
frequent migration of managers, supervisors and operators to other garment
organizations create mind-boggling problems.
There are however the challenges which have to be
met. Do not forget that there are thousands of firms, big and small, which are
overcoming these challenges day in and day out and carrying on their business.
There are the firms, which have emerged as the market leaders of today.
1.2 Our comparative advantages in RMG Sector
We therefore, have a tailor-made scenario for a
thriving business in the RMG sector. The important factors that are supporting
and enriching our RMG Sector summarized in the following:
Ø Lower production costs, low capital intensive and
employment oriented industry.
Ø Availability of increasing numbers of trained
operators.
Ø Expanding Export requirements.
Ø Easier availability of local fabrics and imported
opportunities from our neighbor countries live: India, China, and Japan etc.
Ø Government policy to encourage export.
Ø Recent trends on globalization and liberalization
of economy.
Ø Reasonable availability of other Materials import
of trimmings and packaging e.g. thread levels, buttons, poly bags, shirt
backers etc.
Ø There are a number of institutions importing
tramping on different aspects.
1.3 Current trend of RMG Sector
To discuss about the current position of RMG Sector
in the world Market at first we have to know the previous facilities under MFA
and quota system.
After introduction of the multi-fiber
Arrangement has become the worlds fur
most exporter. Initially production was concentrated in the East Asian
Countries Korea, Hong Kong, Singapore, China and Taiwan, but by the middle of
the 1980s other Asian Countries become major producers. Bangladesh, Cambodia,
Nepal, Haiti, Laos, Madagascar and Myanmar emerged as major exporters of
garment Manufactures.
Bangladesh is a good example of a country that was
benefited from quota restrictions on other countries exports under the MFA.
Both MFA and general system of preference (GSP) introduced in 1971, gave
Bangladesh generous access to European union (EU), Canada and USA markets.
Within 10 years RMG had over taken the countries leading exports of jute, tea,
shrimp and leather and developed into the countries single most important
industry for employment and foreign exchange earnings (export earnings of this sector
reached hear $8 billion in 2006-07 from 2.5 billion in 1995-96)
It is apprehended that Bangladeshi readymade
garments export might decline 50% percent in the post MFA (Multi-fiber
arrangement) period beginning in 1st January 2005. In response after
2004, our RMG sector does not face the negative apprehension of the exports. So
far our RMG is doing well day by day.
Actually, in the period of MFA customers consider
quota, price, quality and compliance for selecting the vendor. After MFA there
will be no quota, quality and compliance will be taken for granted. The
deciding factor will be quick delivery and competitive price.
So far Bangladeshi garments are dependent on USA
and EU markets. About 45% of our total apparel exports to USA markets 50
percent to EU countries, 2.5 percent in Canada and remaining 2.5 percent go to
other countries.
To sustain our competitive edge, After MFA our
authority emphasized on:
Ø Diversification of market is essential.
Ø Development of the product quality and design
Ø Changes of fashion and taste frequently
Ø Import of the suitable technologies etc.
As a result, implementation of above policy and
other opportunities like unrestricted duty free access under LDC initiative
presently our RMG exports in USA, EU and Canada markets. Finally we can say
that the current trend of our RMG sector is capable of competing in the global
market because of our absolute comparative advantage i.e. labor-intensive
country.
1.4 Comparative Exports trend of RMG sector
In 1976 the RMG export was only 0.001 percent of
the total export of Bangladesh. In 2006 it rose to 77 percent of the total
export. In the world market, the position of RMG is in the 4th place
in the USA and 8th position in EC countries. It was possible for the
tireless efforts of the owners of the RMG industries, the entrepreneur and the
patronage of the government. The figures below show the export of RMG since
last several years.
Year
|
Export of RMG
(In Million US$) |
Total Export of Bangladesh
(In Million US$) |
% Of RMG'S to Total Export
|
1986-87
|
298.67
|
1076.61
|
27.74
|
1987-88
|
433.92
|
1231.2
|
35.24
|
1988-89
|
471.09
|
1291.56
|
36.47
|
1989-90
|
624.16
|
1923.70
|
32.45
|
1990-91
|
866.82
|
1717.55
|
50.47
|
1991-92
|
1182.57
|
1993.90
|
59.31
|
1992-93
|
1445.02
|
2382.89
|
60.64
|
1993-94
|
1555.79
|
2533.90
|
61.40
|
1994-95
|
2228.35
|
3472.56
|
64.17
|
1995-96
|
2547.13
|
3882.42
|
65.61
|
1996-97
|
3001.25
|
4418.28
|
67.93
|
1997-98
|
3781.94
|
5161.20
|
73.28
|
1998-99
|
4019.98
|
5312.86
|
75.67
|
1999-00
|
4349.41
|
5752.20
|
75.61
|
2000-01
|
4859.83
|
6467.30
|
75.14
|
2001-02
|
4583.75
|
5986.09
|
76.57
|
2002-03
|
4912.09
|
6548.44
|
75.01
|
2003-04
|
5686.09
|
7602.99
|
74.79
|
2004-05
|
6417.67
|
8654.52
|
74.15
|
2005-06
|
7900.80
|
10526.16
|
75.06
|
2006-07
(Dec)
|
4730.36
|
6220.61
|
76.04
|
QUANTITY AND VALUE OF WOVEN AND KNIT EXPORT DURING 2005
|
||||||
VALUE IN MN.
US$, QUANTITY IN '000 DOZ
|
||||||
MONTH
|
EXPORT OF
WOVEN AND KNIT
(VALUE IN MN. US$) |
EXPORT OF
WOVEN & KNIT
(QUANTITY IN '000 DOZ) |
||||
WOVEN
|
KNIT
|
TOTAL
|
WOVEN
|
KNIT
|
TOTAL
|
|
JANUARY
|
296.07
|
221.74
|
517.81
|
7536.75
|
9383.89
|
16920.64
|
FEBRUARY
|
292.92
|
196.06
|
488.98
|
7580.54
|
8397.53
|
15978.07
|
MARCH
|
264.55
|
231.41
|
495.96
|
6731.88
|
9869.20
|
16601.08
|
APRIL
|
236.57
|
215.08
|
451.65
|
6005.58
|
9033.66
|
15039.24
|
MAY
|
313.24
|
272.33
|
585.57
|
7935.77
|
11606.30
|
19542.07
|
JUNE
|
377.89
|
283.68
|
661.57
|
9771.15
|
12089.91
|
21861.06
|
JULY
|
362.79
|
345.25
|
708.04
|
10365.43
|
15010.87
|
25376.30
|
AUGUST
|
338.74
|
317.44
|
656.18
|
8095.89
|
13799.13
|
21895.02
|
SEPTEMBER
|
265.88
|
256.59
|
522.47
|
6922.93
|
11147.39
|
18070.32
|
OCTOBER
|
319.04
|
310.76
|
629.8
|
8461.8
|
13281.57
|
21743.37
|
NOVEMBER
|
247.43
|
230.28
|
477.71
|
7595.57
|
10231.91
|
17827.48
|
DECEMBER
|
374.48
|
329.92
|
704.40
|
9383.77
|
14339.13
|
23722.90
|
TOTAL
|
3689.60
|
3210.54
|
6900.14
|
96387.06
|
138190.49
|
234577.55
|
***Data Source Export Promotion
Bureau Compiled by BGMEA
|
QUANTITY AND VALUE OF WOVEN AND KNIT EXPORT DURING 2006
|
||||||
VALUE IN MN.
US$, QUANTITY IN '000 DOZ
|
||||||
MONTH
|
EXPORT OF
WOVEN AND KNIT
(VALUE IN MN. US$) |
EXPORT OF
WOVEN & KNIT
(QUANTITY IN '000 DOZ) |
||||
WOVEN
|
KNIT
|
TOTAL
|
WOVEN
|
KNIT
|
TOTAL
|
|
JANUARY
|
354.15
|
296.67
|
650.82
|
9509.41
|
12502.99
|
22012.40
|
FEBRUARY
|
352.36
|
282.98
|
635.34
|
9374.56
|
12192.85
|
21567.41
|
MARCH
|
349.64
|
314.32
|
663.96
|
9316.63
|
13542.16
|
22858.79
|
APRIL
|
293.41
|
322.95
|
616.36
|
7739.40
|
13956.32
|
21695.72
|
MAY
|
391.06
|
387.68
|
778.74
|
10410.34
|
16789.89
|
27200.23
|
JUNE
|
437.11
|
421.37
|
858.48
|
11639.48
|
18228.70
|
29868.18
|
JULY
|
451.91
|
452.94
|
904.85
|
12937.59
|
19779.04
|
32716.63
|
AUGUST
|
461.89
|
446.91
|
908.80
|
13172.7
|
19604.33
|
32777.03
|
SEPTEMBER
|
351.87
|
349.05
|
700.92
|
10044.76
|
15292.34
|
25337.10
|
OCTOBER
|
311.38
|
351.68
|
663.06
|
8881.19
|
15368.05
|
24249.24
|
NOVEMBER
|
330.3
|
314.96
|
645.26
|
9423.23
|
13766.74
|
23189.97
|
DECEMBER
|
459.71
|
447.21
|
906.92
|
13199.67
|
19571.99
|
32771.66
|
TOTAL
|
4544.79
|
4388.72
|
8933.51
|
125648.96
|
190595.40
|
316244.36
|
VALUE AND
QUANTITY OF TOTAL APPAREL EXPORT
|
||||||
Fiscal year
basis
(value in mn. US$ quantity in mn dozen) |
||||||
Year
|
Total
apparel export in mn.US $
|
Total
apparel export in mn.dz
|
||||
Woven
|
Knit
|
Total
|
Woven
|
Knit
|
Total
|
|
1992-93
|
1240.48
|
204.54
|
1445.02
|
36.05
|
10.66
|
46.71
|
1993-94
|
1291.65
|
264.14
|
1555.79
|
34.35
|
10.81
|
45.16
|
1994-95
|
1835.09
|
393.26
|
2228.35
|
47.21
|
15.30
|
62.51
|
1995-96
|
1948.81
|
598.32
|
2547.13
|
48.82
|
23.18
|
72.00
|
1996-97
|
2237.95
|
763.30
|
3001.25
|
53.45
|
27.54
|
80.99
|
1997-98
|
2844.43
|
937.51
|
3781.94
|
65.59
|
32.60
|
98.19
|
1998-99
|
2984.96
|
1035.02
|
4019.98
|
64.79
|
36.66
|
101.45
|
1999-2000
|
3081.19
|
1268.22
|
4349.41
|
66.63
|
45.27
|
111.90
|
2000-2001
|
3364.32
|
1495.51
|
4859.83
|
71.48
|
52.54
|
124.02
|
2001-2002
|
3124.82
|
1458.93
|
4583.75
|
77.05
|
63.39
|
140.44
|
2002-2003
|
3258.27
|
1653.82
|
4912.09
|
82.83
|
69.18
|
152.01
|
2003-2004
|
3538.07
|
2148.02
|
5686.09
|
90.48
|
91.60
|
182.08
|
2004-2005
|
3598.20
|
2819.47
|
6417.67
|
92.26
|
120.13
|
212.39
|
2005-2006
|
4083.82
|
3816.98
|
7900.80
|
108.82
|
165.02
|
273.84
|
2006-2007
(Dec)
|
2368.07
|
2362.29
|
4730.36
|
67.65
|
103.38
|
171.03
|
MAIN APPAREL ITEMS EXPORTED FROM BANGLADESH
(Value in mn. US$)
|
|||||
Year
|
Shirts
|
Trousers
|
Jackets
|
T-shirt
|
Sweater
|
1993-94
|
805.34
|
80.56
|
126.85
|
225.90
|
….
|
1994-95
|
791.20
|
101.23
|
146.83
|
232.24
|
….
|
1995-96
|
807.66
|
112.02
|
171.73
|
366.36
|
70.41
|
1996-97
|
759.57
|
230.98
|
309.21
|
391.21
|
196.60
|
1997-98
|
961.13
|
333.28
|
467.19
|
388.50
|
296.29
|
1998-99
|
1043.11
|
394.85
|
393.44
|
471.88
|
271.70
|
1999-2000
|
1021.17
|
484.06
|
439.77
|
563.58
|
325.07
|
2000-2001
|
1073.59
|
656.33
|
573.74
|
597.42
|
476.87
|
2001-2002
|
871.21
|
636.61
|
412.34
|
546.28
|
517.83
|
2002-2003
|
1019.87
|
643.66
|
464.51
|
642.62
|
578.37
|
2003-2004
|
1116.57
|
1334.85
|
364.77
|
1062.10
|
616.31
|
2004-2005
|
1053.34
|
1667.72
|
430.28
|
1349.71
|
893.12
|
2005-2006
|
1056.69
|
2165.25
|
389.52
|
1781.51
|
1044.01
|
VALUE AND
QUANTITY OF TOTAL APPAREL EXPORT
|
||||||
Calendar year basis
(value in mn. US$ quantity in '000 dozen) |
||||||
Year
|
Total
apparelExport in mn.us$
|
Total
apparel
Export in
'000 dz
|
||||
Woven
|
Knit
|
Total
|
Woven
|
Knit
|
Total
|
|
1994
|
1544.89
|
341.53
|
1886.42
|
41642.49
|
13768.85
|
55411.34
|
1995
|
1976.40
|
512.18
|
2488.58
|
49377.11
|
19828.10
|
69205.21
|
1996
|
1942.37
|
686.27
|
2628.64
|
47536.84
|
26107.21
|
73644.05
|
1997
|
2621.33
|
810.49
|
3431.82
|
60560.49
|
27997.84
|
88558.33
|
1998
|
2871.06
|
976.29
|
3847.35
|
64229.77
|
34587.54
|
98817.31
|
1999
|
2987.73
|
1169.90
|
4157.63
|
64938.82
|
41303.64
|
106242.46
|
2000
|
3376.49
|
1448.22
|
4824.71
|
71634.03
|
51588.27
|
123222.30
|
2001
|
3162.28
|
1432.72
|
4595.00
|
67724.50
|
50180.09
|
117904.59
|
2002
|
3076.28
|
1573.40
|
4649.68
|
83443.78
|
70714.60
|
154158.38
|
2003
|
3398.84
|
1850.36
|
5249.20
|
85829.29
|
80503.80
|
166333.09
|
2004
|
3686.78
|
2532.62
|
6219.40
|
94223.23
|
104904.34
|
199127.57
|
2005
|
3689.60
|
3210.48
|
6900.08
|
96387.06
|
138190.49
|
234577.55
|
2006 (Dec)
|
4544.79
|
4388.72
|
8933.51
|
125648.96
|
190595.40
|
316244.36
|
The Bangladesh Garments Industry is the perfect evidence of how
Bangladesh grew from a struggling economy in 1972 to one of the biggest
garments exporters in Asia, rising to over $5 billion in exports over a span of
33 years. This has been made possible by the total commitment, determination
and hard work of all the manufacturers and exporters. Today, the Bangladeshi
garments sector has earned a place on the global export market map as a strong
and mature industry whose apparels are known for their quality and price
competitiveness.
Bangladesh
apparels are now being exported to 90 different countries. The United States is
the single largest buyer of our apparels. Although the EU is our largest export
market, Bangladesh is now in the process of expanding its market to countries
like Australia, Canada, Japan, Norway and New Zealand in order to avail of the
duty free market access and GSP benefits provided by these countries to LDCs.
Total
Garments Exports of 2003-2006 to the Global Market
The Bangladesh Garment Manufacturers and Exporters Association
(BGMEA) is the largest exporters’ guild in the country, with a membership of
4094, which is no mean achievement considering its inception in 1977 with only
12 members. This spectacular progress has been possible through its total
commitment towards promoting a congenial atmosphere of interaction and
co-operation at all levels of production and marketing. This sector has
provided employment to two million workers and has put to use the invaluable
talent of a large female workforce, leading not only to their positive
contribution to their family and society, but also to their own self-realization
and freedom from age-old economic overthrow. BGMEA is harnessing all the
divergent sectors of the garments industry through policy making, marketing and
overseeing the interests of the parties involved. It is also involved in
facilitating the intercommunication of its member companies with overseas trade
bodies and organizations.
1.5 The contribution to GDP by RMG sector
Bangladesh is an agricultural country. The
industrial development is far away. Only the RMG sector developed in our
industrial sector because of our availability of low cost labor. Actually our
foreign earnings depended on RMG export. As result the industrial contribution
to our GDP must be considered the RMG sector. In 2005-06, the agricultural
contribution to GDP was 19.32% and industrial contribution to GDP was 17.14%.
But the RMG sector contribution to GDP 9.5% on self of industrial contribution
to GDP. So the RMG sector must be played a great role to increase our GDP.
1.6 The contributions to Employment by RMG sector
The problem of unemployment seems to be one of the
most painful problems in the modern world. Not only the underdeveloped
countries are suffering from this problem even the highly industrialized and
developed countries are not free from this difficulty. It is quite frustrating
that more than 40% of the labor force is unemployed in Bangladesh. This problem
is one of the major constraints toward economic development of our country. So
it is proved that to solve this problem we need to create working scope for the
unemployed labor force. Only the RMG sector employed huge number of labor force
at least 1.8million male & female labor. So it is clear to us that RMG
sector must have contribution to our employment sector.
Mention that the wages level is very low. As a
result, it creates human problem for our labor force. But it is positive news
to us that our authorities have already set up minimum wage rates for the
workers and amended of our labor law.
1.7 Buying House of
Ready Made Garments
Buying House of
ready-made garments has developed with the growth of garment export of our country. It is the
combination of all marketing activities relating to searching foreign garment
buyers for the order of garments products, taking order of ready made garment
products from them, placing order to local factories and providing overall
support to the both prospective buyers and suppliers.
I have not been
a long time since Garments Buying House has started sprouting up here and
there. Only a few years back where it was difficult to find a reliable and
quality Buying House, but now, there are so many of those.
Buying House
industry is one of the essential supports of Garments Export. In one hand
foreign Buyers of garments products are largely depended on this industry for
searching suppliers, who are capable to produce and supply buyers demanded
products.
In other hand
garments producers are also dependent on this industry for searching buyers,
who places the order of certain garment item such as sweater that the producer
produces. So the relationship between garment industry and buying house
industry are interdependent. The existence of one without other is hardly
possible. The reason for this again exporting garment product involves so many
stages from marketing to distribution, which is not possible by any single
group to do alone. For the convenience of both buyer and suppliers, the buying
house industry today has developed enormously with a vision to perform
marketing and distribution task of garment industry.
2. INDUSTRY ANALYSIS
2.1 RMG Buying
House Industry' in Bangladesh
Buying House
industry is a substantial proportion of the industrial sectors of
Bangladesh.
Compare to other industrial sectors of Bangladesh, this specific industry plays
a significant role in the economy of our country. This industrial sector has
been expanding rapidly, since its inception. The aggregate order of garments
products through all the buying houses sums up to a huge monetary value and
thus plays a prominent role in enhancing the GDP of the economy. According to
recent survey there are about 200 to 300 buying houses in the country. Most of
them are centered in the capital Dhaka. However, only few of them are in
Chittagong.
The importance
of Buying House and the role it can play in the socio-economic development of a
nation can not be over emphasized. The Third world has witnessed phenomena
growth in this, over the last decades, and the countries which made a conscious
decision to take advantage of such growth, have made unprecedented progress.
Examples are in abundance: India, Malaysia, Thailand, and China.
2.2
Relationship between Buying Houses and RMG Industry
Garment industry
is involved in the production of ready made garment items. They can take order
from two sources. One is from local Buying Houses another is from foreign
buyers. The commonality between Garment
and Buying House industry is that both have the ultimate objective to deal with
garment exports. The difference between these two industries is that one is in
the service industry and other is in the production, meaning- Buying House
Industry is involved with the marketing of garment products and the Garment
Industry is involved with the production of garment products. Apart from this
difference these two industries is very much alike and they share the same
problems. If any problem, buying house faces ultimately it becomes the problem
of garments producers. In the same way if any problem the producer faces,
ultimately buying House become pail of that. For example, for any reason if the
producer fails to finish the production on schedule and the buyer refuses to
take the product; both the producer and buying house suffer in that case.
Producers suffer because they lose the money and buying houses suffers because
it loses its commission as we]] as its relationship with that buyer.
The idea of
Buying House is developed to perform the marketing activity of garment industry
and thus in turn to help the producers only to concentrate only on production
so that they don't need to anxious to search buyers for their garment products.
Again, as exporting garments products involves too many layers of activities,
and is not possible to be performed efficiently and effectively only by garment
manufacturers, the buying house industry has exciting their hands as a true
friend helping them to concentrate only on production and thus to ensure
efficient and effective export process.
2.3 Importance
of Buying Houses in RMG Industry
Simple wording
cannot shed proper light to the immense importance of buying house industry.
There are so many reasons for which it is so important for garments industry.
This industry indeed plays a significant role in mostly marketing related
activities for garment industry.
Marketing is the most important and crucial
parts in business. If anyone lacks marketing skill he has the danger of sink in
the business. On the other hand, in innovative marketing skill one needs to
outperform its competitors easily by increasing its market share by selling more
of its products. Like other businesses, marketing is a big factor in exporting
garment products. Buying House performs this activity for garment
manufacturers. They take the responsibility of searching buyers, convincing
them and finally making the deal final. So, producer can fully concentrate in
its business. The producer does not need to wont about selling its product
since buying house bring them buyers.
Exporting garments product involves so many
stages from marketing to distribution. If the producers perform all these
stages by him with out the help of buying house, they may lose the efficiency
or effectiveness in the marketing activity as well as in the production
activity. As a result competitor who is taking the help of buying house may
only concentrate on the production and become comparatively very successful in
business. So, it is wise for garment manufacturer to take help of buying houses
for increased efficiency and effectiveness in both marketing and production and
to beat competitors.
Buying houses assures efficiency in total export
process. By transforming the marketing responsibilities on the shoulders of
buying houses, garment manufacturers cars achieve specialization in' production
as their functions are limited and it ' can increase its reduction capacity
with more efficiency and effectiveness. In the same way Buying House becomes
specialize in its marketing skills and create new techniques to search and
convince buyers and thus perform the activity with greater efficiency and
effectiveness.
A producer, who is very much successful in
production, may lack appropriate marketing skill to convince buyers. For ibis
reason it is better for him only to keep doing what he knows best and delegate
the rest of the work to the person who is specialized on marketing functions
such as buying house.
Through regular inspection of the production the
buying house help the producer to produce quality products. It also monitors
the production to ensure that the production is on schedule.
Buying house works as a support for garments
industry. This specific industry performs marketing activities for garment
industry. Besides this marketing activity it supply accessory for garment
industry which is necessary for production such as fabric, button and also
supply Polly bag, back 'board which is necessary for finished good.
2.4 Industry
Life Cycle of the Buying House Industry
The industry is
growing and as this is an emerging industry, in the Industry Life Cycle model
it is in the growth stage, so new entrance of competitors is obvious is this
regard. New competitors will also want to take a pie in this attractive
industry.
2.5 SWOT
Analysis of the Industry
Strength of the Industry
Quota facility
As a developing country,
Bangladesh got the quota facility in garment export. Quota facility means
allowing a certain portion or percentage of total garment export to a certain
country. This is a blessing for the country like Bangladesh. For this quota
system buying house can easily get orders from buyers and our country export
250/0 of the total exported garment products of USA. This quota reduces the
competition between the international and local buying houses. For this
facility now buyer has lees scope to switch to different country.
GSP facility:
This is a new facility very
recently given by European countries to Bangladesh. Under this facility
Bangladeshi exporter will get special discount if they import fabric from any
of the SAARC countries. Previously this facility was restricted to only home
country that is Bangladesh will get GSP facility only if it buys fabric from
its local market.
Cheap Labor:
Still now Bangladesh falls
under third world country. It suffers from huge unemployment. Here the reality
is that any entrepreneurs can be blessed by cheap labor. Again today our
country is suffering from speedy urbanization. People are migrating from
village to city. As a result, in the city areas wages are getting down. Our
garment industry can take the advantage of cheap labor and become the most
lucrative for the foreign buyers for their low priced garment products because
of this cheap labor.
Export Incentive:
As buying house is involve in the
channel of garment export, new export, incentive provided by government of
Bangladesh is blessing for them. .In the light of the objectives and strategies
of the Export Policy 1997-2002 several new incentives and facilities have been
made available to the garment exporters. Besides, some existing incentives have
been modified and improved to make them more workable. Globalization is very
much cordial to the genuine garment exporters and thus providing too many
incentives. However, a few of these are as follows:
Income Tax Rebate:
Previously, 500/0 rebate on taxable income generated from export earning was
admissible under the Finance Act every year. From now on 50% of the income tax
on any income on export will be exempted through incorporation of a new
provision in the Income Tax Ordinance itself rather than as a temporary relief
hitherto granted under the Finance acts on a. yearly basis. Buying house
industry benefits by these rebate facilities under the Finance Act as producer
(garment industry) is able to supply the garment products at lower cost.
Limit of Export Credit:
Exporters may obtain export credit from commercial banks up to 900/0 of the
value of their irrevocable letter of credit / confirmed order. This advantage
gains buying house industry by providing financial initiative to its suppliers.
Utilization of Foreign Exchange: So long exporters were allowed to retain 200/0 of their
FOB earnings in their respective foreign currency accounts in US dollar or
Pound Sterling. From now on, they will be entitled to retain either 400/0 of
such earning or at a rate fixed by the government from time to time, after proper
review. However, in cases of export items where import components are
relatively high and in the case of export of services, the exporters will be
entitled to retain only 7.50/0. Exporters may utilize such foreign exchange for
bona fide business purposes. This advantage also encourages garment industry to
be involved at ease in the production which in turn benefits buying houses.
Tax Holiday: To
encourage a rapid growth of exports and in order to attract entrepreneurs to
export -printed industries tax holiday places a great initiative to the
exporters and the existing tax holiday incentive in the garment initiative is
ten years. The industrial enterprises enjoying the benefit of tax holiday shall
be exempted from deduction of tax at source. As a result they are able to
produce the Jow priced garment products. This phenomenon helps buying industry
to be on a strong platform of survival.
Weaknesses
of this industry
Lack of
communication skill: In our country the employees of buying houses posses
lack of communication skills. The reason of this gap may be slow introduction
of foreign languages in our country. Not to say that one of the most important
skills is the communication skills because it is the first of attracting
buyers. As a result often we become deprived of the good contract with
profitable foreign buyers.
Lack of
technical skills: In the industry the two most important functions are
quality control & determining CM (Cost of making). But in our country
workers provide less technical skills than required because still now there is
lack of organized training facilities.
Opportunities
of this industry
Increasing demand: The population allover
the world is increasing very fast with the intense increase of fashion trend
among people. As a result the demand of fashionable garment production is
increasing in a high rate. This represents a great opportunity before the
buying house industry as intermediaries.
Globalization: Entire world is facing the
wave of globalization. Now the world business comes out of the boundary of its
own country or nation. Business people allover the worlds are seeking
intuitively the low cost, quality, effectiveness & efficiency all over the
world. Fashion industry in its generic form is manly based on cost versus quality.
Our country is a red apple for foreign buyers for its lower manufacturing
costs. As a result of this globalization, buying houses industry can be
benefited as it is a part of garment product making organizations by attracting
more foreign buyers by convincing them on these, advantages provided by our
country. Besides increasing demand & globalization, buying house can have
bright future opportunity to survive by the following opportunity given to
garment investors & foreign buyers by GOB.
Exporters enjoy tax holiday for the period from
5 to 10 years depending on location of the project & for 15 years for power
generation. As a result garment exporters easily can export low priced garment
products toward foreign buyers.
80% - 100% accelerated depredation of actual
cost of machinery & plant in lieu of tax holiday. Which again helps
exporters to keep their garment product low priced.
Avoiding of double taxation on the basis of
bilateral agreement. Tax avoidance is the means of avoidance cost.
Import duty at the rate of 7.50/0 ad-valuation
is payable on capital machinery & spare imported for initial in station or-
for BMGA/ BMRE of the existing industry which is another map of avoiding higher
production cost.
No duty on imported capital machinery & raw
materials by 100% export oriented in industries. It is infect hot news for the
garment industry of such nature.
Tax exemption on the interest of foreign loans
and on capital gait from the transfer of share. Exemption also makes a supplier
to be lucrative to the eyes of foreign buyers for his lower priced garment
products.
Tax exemption of royalties, technical know-how
and technical assistance fees. This helps garment export not to incur
introducing costs. As a result they are able to supply low priced garment products
from their inception.
Exemption on income tax up to three years for
foreign technicians employed under registered industries. This helps garment
industry to take help of foreign technician for its increase efficiency.
Six months multiple visa for the investors.
Investors are also welcomed again by this rule.
330/0 of IPO reserved for foreign investors.
Facilities for repatriation on invested capital,
profit & dividend. It is also helpful for the bulk garment industry.
No discrimination on duties and taxes for
similar industries in public and private sectors and also within sector local
& foreign investment.
Threats of this industry
Foreign Competitors: Bangladesh is competing with giant RMG
manufacturing countries like China, India which are very much big manufacturers
of RMG products. Competing with them is very hard to survive.
Political crisis: As a third world country, our country is
vulnerable to political unrest. Success of buying house depends on the on time
delivery of quality garment products. But often the buying house shall back
upon their commitment to buyers as their suppliers (garment factories fail to
manufacture garment product within the schedule time as a result of any
political consequences (i.e.hartal).
Load shedding: As mentioned earlier, the success of buying
houses depends on timely delivery of qualities garment products. In our country
power failure (i.e. while load shedding) doesn't allow garment factories to
manufacture their products. As a result buying houses also fail in shipment
within scheduled time.
Bureaucracy: In order to perform its primary activities
buying houses need to go through some supporting procedures (i.e. establishment
of power & water connection, banking procedures, shipping procedures).
Successful performance of any buying house depends on the smooth accomplishment
of these procedures. But in our country, bureaucracy acts as constraints
against the smooth accomplishment of these supporting procedures.
Law and order problem: For any secured deal the
existence of supporting laws and their enforcement is must. But the performance
of law enforcements is very frustrated. As a result, foreign buyers often feel
insecure to deal with Bangladeshi buying houses as they don't get enough
production by laws.
Child labor aspects: Recent movements in
consumerism against the utilization of child labor all over the world posses’
great threat against this industry as the consumerism restricts foreign buyers
to involve will us for this matter.
Gender inequality aspects: Still now, some sort of gender
inequality is exists in our country. Normally in our country, especially in
garment sectors female workers are discriminated in their workplaces; some
times they are getting less salary than male workers even sometimes they don't
get any salary in their maternity leave. Consumerism in the developed countries
virulently opposes this and foreign buyers feel reluctance to place order in
our country where such injustice takes place. As a result it gets difficult for
buying houses to convince foreign buyers to place order in our country.
Cultural ethnocentrism: As our country is
categorized as third world country and third world country is seen in the eyes
of business people of developed countries as the black skin people defaulter of
commitment. So it becomes hard for our buying houses to convince the foreign
buyers having the cultural ethnocentrism to place orders in our country.
2.5 Achievements
Bangladesh
has been dependent gradually on the garment export for the largest part of it
earns in garment export for the largest part of its own foreign exchange. Our
country is blessed with its buying house sector as the foreign exchange it
earns in garment export is gained via buying houses. The immense contribution
of buying house, for its importance existence in the garment export process,
can be highlighted as follows:
Garment export has been increasing on an average
24% each year. As the rate of increase, not less than 20% per year is expected
to continue through the MFA phasing out transition, growth prospect of
Bangladesh's apparel industry looks very bright. This achievement can be
credited partially to the buying house industry because it is an inseparable
part of garment export process.
Bangladesh presently hold 6th largest apparel
sector in USA & 5th largest in ED. Country's RMG producers are steadily
moving toward high value sophisticated items like high quality suits, jackets,
branded jeans items, embroidered ladies wear etc. increasing @ 25% per year,
over the last few years, they have utilized quota and diversified their
products into non quota items.
Bangladesh has recently entered the extremely
quality conscious garment market of Japan and created a niche for itself. In
1994-95, export of garment to Japan from Bangladesh jumped up to US$ 5.61
million or by 168% on previous years export figure. In 1995-96 export of
garment to Japan was US$ 5.72 million and in 1996-97 it was US$ 9.35 million.
EU took the largest share followed by US;
Germany has led the EU market in the last few years followed by France, UK,
Italy and the Netherlands. In 1997-98, Germany alone imported apparels worth
US$ 482.87 million against the purchase of US$ 392.09 million in 1996-97. Only
shirts & T-shirts worth of US$ 202.36 million were imported to Germany in
1995. However, as single country, US have been the highest apparel importer
from Bangladesh.
3. Organizational profile
3.1
Introduction to setup strategy
After liberation
Bangladesh was in a mist of political and social disorder. It took nearly a
decade to overcome the situation and begin the era of commercial and industrial
Banking in the country. Private entrepreneurs started coming in to the front
line of development. Primarily local market based products got the main focus
of the investors. At the same time entrepreneurs started looking for industries
based on export oriented products. Jute based product industries begin to
flourish. Right after that, a new opportunity of export came in to focus. That
was Garments manufacturing. Experimentally few industries came up with Bank
investments. Rapid development in managing and preparing industry standard
manpower begin. At the same time Export promotion sector of Bangladesh
Government started promoting this sector to Europe based countries like France,
Spain, Germany, Italy, Poland and many others. United States was the largest
market to focus on. Private entrepreneurs begin to market and promote their
Factory and production capabilities to US buyers. The quality and rapid
development catch the interest of all the buyers from US to Europe. From the
beginning of 90’s a successful era Garments export were launched to change the
entire economy of the country.
3.2 Focus to
the export market
Samsons Group of
industries begins its export business with Samsons Sweaters Limited.
With the
countries new beginning in the development of business in export, Samsons Group
started its journey in the export market.
Since it was the
beginning period of this particular industry, like any other specialized sector
in Bangladesh, the major problem was to create a large group of industry
standard manpower, ready to coup up with the requirements of international
Fashion Houses around the world. The second biggest problem was, to build a professional
management team to run the show and satisfy the export requirements. Such as,
time management, quality assurance, raw-material import and timely shipment.
Samsons sweater had to train its own manpower with most minimum resource and
then build the management team to manage the operation. Not to mention the
Banks were also not experienced enough to support export operation and secure
the interest of the exporting factories. Therefore, a strong commercial
division was required. Samsons Sweaters Limited, had to find capable and
educated people understand finance and banking operation, to design a strong
line up to create commercial section that will operate as a support and
parallel with the beneficiary bank. At the same time, unlike today, there were no
factories producing the basic raw materials for manufacturing the Garments such
as, Yarn, Yarn dyeing, and Fabric manufacturing and especially accessory for
the garments. All these had to be imported from neighboring Asian countries. It
was one of greatest hassle of all time to maintain the timing between importing
raw-materials and then producing the main product for export and after that
keeping the shipment schedule. The management of Samsons sweaters Limited
developed entire setup without any expert help as it was totally un-available.
With the mercy of All Mighty and the hard work, a professional setup was born
and developed over the years.
3.3 Core
sectors of the company
Production
accessory, commercial works and freight forwarder are the most important
sectors on which all the buying business based on Samsons limited have all of
these sectors by its own. As I mentioned to get accessories as per buyer
requirements is really a tuff job. Samsons has solve the problem by
establishing its own accessory company-TAGS ACCESSORIES. The orders that
Samsons ltd. gets, separate it into its different sector. The main garment goes
to Samsons sweaters factory. The accessories related to it go to TAGS
ACCESSORIES.
The commercial
dept. works out for banking procedures to ensure the payment against the (L/C)
letter of credit. After this, they gathered information from their manufacturer
or shipper about the goods which tobe shipped. By making all the necessary
documents this commercial dept. provide those documents to the C&F
agent & instruct them to ship the
goods timely as per given documents which are packing list, com.invoice,
certificate of origin, bill of lading, inspection cert. etc.
Another most
important sector is the C&F agent (clearing and forwarding agent). Again
Samsons played a vital role by setting up its own C&F company-“ALLIED
FREIGHT”. THIS C&F companies ensures the shipment of the goods as per buyer required delivery time &
their duty ends when they get clearance & confirmation from the buyer that
the goods has been reached at buyer’s required port or destination.
3.4 Development
and progress
With the
increase of buyers and export quantity, the development took place for rapid
increase of production with the increase to machineries and manpower. The
operation got divided in to two parallel phases such as marketing/buying
operation and the Factory/production operation like to modern day setup.
The
buying/marketing unit has been developed to a separate entity to operate
individually and some what exceed the limit of it’s own Factory production
capacity. Therefore, started it’s function of controlling other factories under
sub-contract operation.
This is
dimension that helped many newly established Factories un-able to market for
their production on their own. This unit also created additional revenue for
the company that did not require large scale investment. This operation, now a
days has become a hub for the international fashion house to out source their
requirements of Garments product in Bangladesh.
3.5 Other
functionality in Association
In mid 90’s, an
important association was born to accumulate the integrity and look after the
safety of the exporting factories all over country. It was named BGMEA
(Bangladesh Garments Manufacturers and Exporters Association). The management
of Samsons Sweaters Limited had been an active member of BGMEA from the
beginning of their active operation in the country.
With the active
operation and support, the managing director of the Samsons Sweaters Limited
has been elected to Co-Chairman of the association. Therefore, the company is
also participating in taking up vital decision in development of the Garments
sector of Bangladesh.
3.6 Export and
Marketing
The company is
also participating various world wide Fashion Festival and Export Festivals.
The factory and buying house has become a dependable name for several
international brands. It finds its products, now a day in most of the shopping
complexes in Europe and USA.
It is now
willing to increase its operation into double of its current production
capacity by 2010. Its export volume will be promoted to a large scale industry
from the medium range industry status. It is also willing to expand its buying
operation and promote its operation to a liaison management system of few
worlds famous Garments Brand.
Buying Houses
business is Samsons’ another business concern. It has its own buying house
named ‘Samsons Ltd.’ and I worked here as an internee for three months. This is
also a renowned firm in the buying houses industry. As an old player of RMG
industries in Bangladesh, Samsons received a lot of orders, some are completed
by its own factories and some are done by outsourcing. This buying house is a
sister concern of Samsons Group and it is contributing a lot in generating its
entire revenue.
3.7 Mission of
Samsons Ltd.
To be
the most preferred garment sourcing agency for global clients, so as to
maintain Samsons reputation for credibility and integrity with our clients,
vendors, and employees.
To provide customized
solutions to global clients as per their requirements and to achieve consistent
high quality levels and on-time delivery schedules, through a team of committed
personnel and a proven set of vendors with world class manufacturing facilities.
To operate without
compromising on quality, delivery and profitability.
Samsons mission is to be the market leader, To be a market leader
we are committed to produce high quality, sophisticated and deviation-free
products in our affiliated factories and make on time delivery to our
customers.
3.8 Vision of
Samsons Ltd.
According to Samsons Ltd, ‘Quality is never an accident;
it is always the result of high intention, sincere effort, intelligent
direction and skilful execution’.
Its strategic visions are:
A truly international outlook for exporting
A long term commitment for exporting
A strategic approach to the development of new
export market
Credibility and long term relationship in export
market
An international reputation fro quality
Resources available for export support
3.8 Goal of
Samsons Ltd.
Its goal is to provide its clients with a high quality
product that meets their quality expectation. Samsons Ltd. maintains quality
assurance staff to assist in the selection and development of manufacturers who
manufacture products according to Standards and who meet Samsons policy,
principles and guidelines. This field function is also responsible for
monitoring production as it is being made, and communicating with the buyers
and production representatives their findings.
3.9
Functional department of Samsons Ltd. and their activity
All the
functions of Samsons Ltd. is operated under
six departments.
- Merchandising department
- Sampling department
- Commercial department
- Accessory supply department
- Production department
- Distribution department
Merchandising
department
This department
is responsible for the following activities
Searching
buyers: the task of this department starts with the search of buyers,
who want to import RMG product from our country.
Introduce
letter: after finding the right buyers this department issues an
introducing letter to the respective buyers that describe the firms years of
experience in this business, its parameter of total activity, efficiency and
effectiveness and relationship with existing buyers.
CM:
CM is another important activity that stands for Cost of Making. This
department determines things that required making a unit or dozens of an order.
Then he calculates per unit costs on the basis of accessories consumption,
fabric consumption, labor cost and other relevant costs.
Price
negotiation: when this department has the clear idea about the cost
involved in the desired transaction, they start price negotiation to determine
a final price that the buyer agrees to pay.
Select
suppliers: Merchandising department recognizes the effectiveness of
their commitment to buyers and that’s why it is their responsibility to find
out the efficient buyers. The bases of efficiency include suppliers’ adequate
administrative setup to prepare all necessary documents for exports, suppliers’
financial status and adequate capacities etc.
Sampling department
It starts its
activities after receiving the original sample or sketch sample from the buyer
with an intention to testify the capability of the buying house to meet the
desired standard of the product. Two people contribute towards the efficiency
of sampling department. They are the sampling man and the pattern master.
Commercial
department
The commercial department
of the buying houses prepares pro forma invoice for the respective buyers. This
invoice includes the quantity of the buyers order, its unit price and total
price. This department also transfers the master LC in the name of the selected
suppliers.
The commercial
department also maintains all clerical activities such as maintaining the
accounts of daily transactions, maintaining payroll, keeping the accounts of
daily expenditure etc.
Accessories
supply department
For a smooth
manufacturing, the assurance of on time delivery of fabric and accessories is
must. The responsibilities of supplying accessories to the suppliers landed on
the ground of this department. To assure these supplies, the buying houses
utilize two sources. One is its sister concern FM printing and packaging
company and another is the outsourcing from its suppliers of long term
relation. As a result, the manufacturers don’t need to worry about the
availability of the necessary accessories.
Production
department
Although it’s named
as production department, this service department follows up production
dividing its activities into following sections of responsibilities:
Quality monitor and control: this
department supervises the manufacturing process to maintain the quality and
scheduled progress of the manufacturing on behalf of the buying houses.
Final inspection: for its
reputation, buyers usually delegate the responsibility of final inspection on
the shoulder of quality inspectors of the buying house.
Shipping
department
As the name
mentions the task of shipping department of Samsons
Ltd. starts from receipt of final goods from the suppliers’ factory
after the final inspection and end with loading of the goods bound for
supplier. This department also prepares the supporting documents for exporting
such as bill of exchange, bill of lading, commercial invoice, certificate of
origin, packing list etc.
3.10 Value
Chain analysis of Samsons Ltd.
As Buying Houses
provide service as intermediary between garments manufacturers and foreign
buyers, its success depend on the value they are avail to provide to both of
these groups. Value chain analysis is a useful framework for systematically
identifying strength and weakness of any organization. Value chain analysis
assumes that a firm is a collection of activities necessary to design, produces
market and supports its product and each of these activities could add value to
product or service. Each of them can be a competitive advantage of that firm.
This value chain
activity is divided in to two major categories- primary activity and supportive
activity. Primary activities contribute to the physical creation of the
product, its sale and transfer to the buyer and after sales service. Support
activities assist the primary activities and each other.
The following
are the primary and supportive activities that create the value chain of the
firm.
Inbound
Logistics:
Ø
Firms effectiveness
Operation:
Ø
Productivity of personnel compared to that of key
competitors of Samsons Ltd.
Ø
Efficiency of services of Samsons Ltd.
Ø
Effectiveness of service control systems of
Samsons Ltd.to improve quality and reduce cost
Ø
Its efficiency to plan layout and workflow
design
Outbound
Logistics:
Ø
Timelines and efficiency of delivery of finished
goods and services of Samsons Ltd.
Ø
Efficiency in shipping activities of finished
goods
Marketing and
sales:
Ø
Its effectiveness of market research to identify
customer segments and needs
Ø
Innovation of sales promotion and advertisement
Ø
Motivational competence of HR capital
Ø
Development of image and favorable reputation of
the firm
Ø
Its extend to brand loyalty among its customers
Ø
Extend of market dominants with in the market
segment or overall market
Customers:
Ø
It means to solicit customer inputs for service
improvement
Ø
Its promptness of attention to customer
complaints service
Ø
Its appropriateness of warranty policy
Ø
Its quality of customer education and training
Ø
Its ability to provide replacement parts and
repair service
Human Resource
Service:
Ø
Efficiency in recruiting, training and promoting
all level of employees of the firm
Ø
Its appropriateness of reward system for
motivating and challenging employees
Ø
A working environment of Samsons Ltd.that
minimize absenteeism and keeps turnover at a desired level
Ø
Active participation by managers and technical
personnel in this professional organization
Ø
Level of employee motivation and job
satisfaction in Samsons Ltd.
Technology
Development:
Ø
Success of research and development activities
of Samsons Ltd.
Ø
Quality of working relationship between
employees
Ø
Timeliness of technology development activities
in meeting critical deadline
Ø
Qualification and experience of technological
personnel in Samsons Ltd.Its ability of establishing working environment to
encourage creativity and innovation
Procurement:
Ø
Development of alternate sources by Samsons Ltd.
for input to minimize dependence to a single supplier
Ø
Procurement of raw materials by the firm on
timely basis, at a lowest possible cost and at an acceptable level of quality
Ø
Its procedure of procurement plant, machinery
and building
Ø
Its development of criteria for lease verses
purchase decision
Ø
Its long term relationship with reliable
supplier
Firm
Infracture:
Ø
Its capability to identify new product market
Ø
Opportunity and potential environmental threat
Ø
Its quality of strategic planning system to
achieve corporate objective
Ø
Its coordination and integration of all
activities associate with the value chain among organizational sub unit
Ø
Its ability to obtain relatively low cost funds
for capital expenditure and working capital
Ø
Its level of information systems support in
making strategic and routine decision
Ø
On time and accurate information for management
on general and competitive environment of Samsons Ltd.
Ø
Its relationship with public policy makers and
interest groups.
Findings of value chain activities
The value chain
activities have two major categories and findings are discussed based on those
two categories separately:
Findings related to primary activities:
Although for their
unsatisfactory services at the beginning stages, Samsons Ltd. lost some big
American buyers but now Samsons Ltd. receives order mostly from European
countries. Most of these buyers are permanent for their satisfactory service,
which shows their effectiveness in achieving order.
For the both in source
and out source policy of accessory control Samsons Ltd. timely receives the
accessory and other materials with out any bottle neck situation.
Employers of Samsons
Ltd. is satisfied with the existing productivity of the employees of Samsons
Ltd.
The acceptable level
of satisfaction of both of its buyers and suppliers shows their efficiency in
their existing; service processes.
Only a small
percentage of their total annual orders are usually rejected by their buyers,
which proves their efficiency.
Samsons Ltd. is able
to deliver the finished goods on time for the advantage of owning a shipping
business.
They overlook the
necessity of market research to identify the customer segment and needs.
Although it encourages
the customer feedback but any advantageous means is absent in this regard.
It doesn't provide any
official guarantee or warranty to buyers for the products or services they
provide.
Findings related to Supporting activities
They don't provide any
training to their employees
Absence of employee
reward system except their normal pay scale
Luxurious working
environment is a strength for this organization
Professional pace of
work exist within the management
Existence of technological
support such as e-mail, fax, scanner., phone, printing device etc. in the
organization
Company doesn't hold
any policy regarding employee creativity or inanition
Company holds
international outlooks for exporting.
3.11 Key
Success Factors
Key success factors (K.SFS) are important areas in archiving
good results which ensure successful competitive performance for Samsons ltd.
Its industrial key success factors are-
Ö
Good communication skill
Ö
Supervision to maintain desired quality
Ö
Committed to the on time delivery
Ö
Selection of efficient and honest garments
manufacturers as suppliers
3.12
Competitive Forces of Samsons Ltd.
Buying Houses is
a growing industry in our country. Samsons ltd. has
surpassed a strong competition for its success. To analyze its feasibility as a
Buying Houses, it is necessary for a buying house to analyze its competitive
forces.
The five
competitive forces model, developed by Michael Porter is a widely used business
environment-scanning model and that can be used to analyze the competitive
forces of Samsons ltd.
Threats of new entrance
This industry is
a growing in our country; any experience person related in this industry with
having enough contact person can establish a new Buying House. Initially not
enough capital is required in this industry, only personal experience; enough
contact with related parties in this industry, minimum set up is required to
enter in this industry. So threats of new entrance are very high.
Bargaining power of
supplier
The supplier of
this industry is the RMG manufacturer and a little bit of bargaining power is
exists in this industry. Price is being negotiated while an order is received
from the buyers and there is a lot of suppliers are exists in this industry.
That means a lot of RMG
Manufactures are
available, so bargaining power is available to the buying houses hand. Again
there is a lot of buying houses are also available. So the suppliers is not
bother only with one buying houses. So the bargaining exists in both ways. So
it can be said that the bargaining power of supplier is quiet low.
Bargaining power of
buyer
The buyers of
this industry are the foreign firms who want to buy RMG products from this
country. Again there are a lot of buying houses exists in this country and
doing business reliably and sustain in a good manner. So buyers have enough
bargaining power in terms of choosing their suppliers. So the bargaining power
of buyers is high enough in this industry.
Threats of substitute
industry
Buyers of this
industry have a little contact with the RMG manufacturers. Again from order to
delivery, a lot of process required and the buying houses maintain all these
steps. A manufacturer is concentrate only with production process. So there is
no substitute institution in exporting huge RMG products to foreign buyers
except the buying houses. So they’re no threat of substitute industry for the
buying house industry.
Rivalry among
competitive firms
As there are a
lot of buying house firms and threats of new entrance is high, so the rivalry
among competitive firms is high enough. Each firms work hard in getting its
buyers and to maintain it, keeps close contact with him for farther contract.
Again they take different means to attract more buyers. All the firms keep busy
in doing this. So there is a strong competition among the existing firms.
3.13 SWOT
analysis of Samsons Ltd.
Strength
Long
term in this industry
One of the
important advantage of Samsons Ltd. Is that this firm is in this buying house
industry for last 16 years. In fact a small numbers of buying houses were there
in this country. So with a long term business experience, it is able to achieve
efficiency in running its business effectively.
Permanent
buyers
This is the
biggest strength of Samsons Ltd. It has its permanent buyers mostly in the
European countries. It engaged in sweater merchandising and its key buyers are
in the European countries and with its long term business efficiency, it is
able to maintain a strong and reliable relationship with those foreign buyers.
Own
sweater manufacturing units
Another key
competitive advantage of Samsons Ltd. is that it has its own sweater
manufacturing units naming Samsons
sweater Ltd. This is also exists for last 16 years. This firm is so big and
it takes such large quantities of order than these two units are not sufficient
to cover those orders. That’s why it needs to out source those orders and then
fall under the category of buying houses industry.
Skilled
work force
Experienced,
smart, hard working and dedicated work force is must to success in this
industry and Samsons Ltd. is able to foster that group of work force. They pay
a handsome figure of salaries and can retain that skilled work force. It
motivates its employs in all sort of corporate ways and that’s why get a
dedicated work force and get success in this industry.
Communication
skills
Only experienced
persons know how to communicate with foreign buyers in this industry and
persuade them to receive an order and Samsons Ltd can do this successfully.
That’s why for a long period of time it is able to hold a large numbers of
buyers. Even it employed French speaking personnel as because many European
countries prefer to communicate in this language. This is a strategic advantage
to hold many of the European buyers.
Strong
collaboration with the suppliers
To provide
higher value in its value delivery process, Samsons Ltd has built a long term
relationship with its component suppliers. This collaboration makes this
organization honest to its commitment of quality and scheduled delivery to its
buyers.
Collaboration
with backward linkage
To be ever
successful in their commitment to their buyers they always assure the on time
delivery of the accessories needed in the manufacturing process. Samsons Ltd
has taken the responsibility of supplying these accessories to the
manufacturing process for its assured supply. For the convenience of this
responsibility, it has built long term relationship with the suppliers of
accessories that they don’t manufacture and done necessary paper work with
strict terms and conditions with these accessories suppliers.
Weakness
Employee
instability
This is the only
weakness of Samsons Ltd. In the buying houses industry, there are a lot of
players and all of them want to shine even by incurring a little bit of extra
cost and that’s why they offer more salary for the experienced people. In this
way, a lot of people get experienced from this well reputed firm and jump to
other firm for higher salary.
Opportunity
Increasing
labor force
Merchandising is
becoming an emerging profession and becoming popular among many skilled people.
They found it more interesting and challenging profession and want to start
their carrier in this industry. This is a good opportunity for Samsons Ltd as a
well reputed and established firm who is able to hold those skilled work forces
with higher compensation.
Reliability
among the buyers
This is another
good opportunity of Samsons Ltd as still now it achieve strong reliability
among the existing buyers this reliability will lead it to catch more buyers.
Withdrawal
of quota
This can be an
opportunity an in international market, quota system has with drawn; each firm
has to compete to catch an order and those who are in this industry for a long
period of time would get enough order if can consistence with its service.
Threats
Increasing
competition
Entrance in this
industry is not that much hard. Any experience person related in this industry
with having enough contact person can establish a new Buying House. In fact,
people working in a buying house for a long time and after getting idea, he
started his own buying house. In this way, competition increases. So its
existing employees can be good sources of competitors in this firm.
Buyers
and Suppliers bargaining might increase
In the event of
increasing competition, bargaining power of buyers in one side and suppliers in
another side might increase as now buyers will have more available sources to
order and suppliers will have more firms to deliver.
4. Diagnosis
of marketing process
4.1 Over view
of marketing process of RMG buying houses
Philip Kotler
has defined marketing as the social and managerial process by which people and
organization gets whatever they want by creating, offering and exchanging the
goods of value with each other.
In our country,
the marketing process of buying houses can be seen as below:
Not are
currently importing or new importers are not mentioned in the list as the lists
or records are quiet old. For this reason, now a day buying houses are very
much encouraged to search buyers through method.
The activities
of buying houses are a sequential process. Their activities starts from
searching the buyers and ended up by follow up distribution. Here is the
diagram of sequential activities of buying houses:
Searching buyers
The first and
the most important job of buying houses is to search the foreign buyers who
wants to import RMG from Bangladesh to their own country. The searching process
or sources of buyers are different types.
1)
The preliminary sources of searching buyers once used
to depend heavily on the record of Bangladesh Export Processing Bureau known as
EPB or simply the list of Bangladesh Garments Manufacturing and Export
Association known as BGMEA. But these records or list of importers delivered by
EPB or BGMEA are some times backdated meaning some of the listed importers may
the medium of the questionnaire was in English. The questionnaire was
administrated face to face, with the respondent either-by ticking the answer by
the respondent itself or by answering the questions of the researcher. Some of
these were filled up after a small conversion relevant with the subject of the
study.
2)
The second sources of searching buyers is to contact
with the respective foreign country embassies of our country and ask them to
provide the list of garment importers of their country who import garments
product from the south Asian region mainly from Bangladesh.
The
Buying Houses can also send its representative to foreign countries and over
there they can contact our local high commission who has also the records of
importers. They can help the Buying House representatives in this respect. So
either of the ways the Buying House can get information of the importers.
3)
The third and most updated way of searching buyers is
to get information of international buyers from the web sites and then contact
with them through e-mail, fax or telephone. This way of searching buyer is very
new and helpful in this technological age. With almost no money or a little bit
of expense, they can contact with the buyers and make their dealings. However
our country is not that much technologically advanced, this method of
communication is not very much common to the old Buying Houses but the new ones
are adopting with this method.
4)
By organizing different exhibition and trade fair in
our country or in other countries, the Buying Houses can participate in those
fairs and can represent themselves to different foreign buyers. This method of
searching is very helpful. Many times these types of exhibition held in our
country and in different countries of the world, where both the buyers and
sellers met, can able to know each other deeply and make their dealings. This
is also the safest dealings and that’s why the most popular one.
5)
The fifth and most common way of searching buyers is
getting new buyers from the existing buyers. Some Buying Houses request its
existing to make introduced with some new buyers from his known sources. This
can be happen when he can satisfy his existing buyer by fulfilling all the
requirements that provide benefit to the buyers. This makes a good and friendly
relationship between them and from his reference some other new buyers will
come. This method is very trustworthy to all the parties because in one hand
the Buyers with reference of its existing buyer and on the other hand a new
buyer can also feel safe as he gets the reference.
Introducing letter
Buying Houses
issues an introducing letter to the respective foreign buyers. This is a letter
which states the total experience year of the Buying Houses, its parameter of
top, activities, its total age, and its previous relationship with suppliers
and at the present with how many buyers and suppliers they are doing business.
The introducing letter also states what kind of orders they usually take from
buyers and their efficiency and effectiveness of handling an order as well as
an appropriate time and procedure of a typical order process.
Buyer’s inquiry to Buying Houses
Once the buyer
received the introducing letter from the buying houses, now its his time to
introduce himself to the buying house. Actually in this letter buyers inform
the Buying Houses about his demand of the product. A typical inquiry sheet
includes the requirements of the products in quantity, item description, order
detail and order specification etc. This inquiry sheet is very important to
Buying Houses because with the help of this sheet they set cost and price. In
this inquiry sheet buyer also want to ask the Buying Houses to inform him the
total price the buyers have to give for his order.
Merchandising
Then the job of
merchandising starts. The merchandiser first determines what are the things
required to make a unit or a dozen of an order. Then he estimated the per unit
fabric consumption, accessory consumption, cost of making (CM) and other costs
such as freight cost. Price is usually per dozed.
Service charge of Buying Houses
Service charge
of a Buying Houses is implied in most cases. It is because most of the times
buyers tell Buying Houses to set a price in such a way so that it covers the
charge of a Buying Houses. In such case Buying Houses set a price which
includes its charge but it is not explicitly mentioned ay where. However buyers
also give an option to the Buying Houses to include its charges per unit or
dozen.
Up to this stage
all the information is transferred between both parties is usually done by
e-mail, fax or phone.
Price negotiation
Once the buyer received
the price list from the Buying Houses, both parties then sits for negotiation
and finally set a price and agreed with it.
Sample making
Sample can be
defined as two types. One is the original sample that the buyers sends to the
Buying Houses and other one is known as customer sample, which the house sends
to the buyers for the buyers approval. Once the price is set, the task of
buying house is to make a sample of the product. To do this, buyers has two
options. The first one is buyers can buy the original sample of the product
from the market of his country, send that to the Buying Houses and ask the
Buying Houses to make some copy of the sample. Second option is buyers can make
a sketch of the product by using Computer
Aided Design (CAD) and send that to the buying house and ask them to make
an original sample according to this. The Buying Houses can make a counter
sample of the product and again sent it to the buyer for final approval. The
buyer can check the sample to ensure the quality, size and color of the fabric
and accessories. In case the buyer not satisfied with the counter sample then
he sends remark to the Buying Houses and asks them to send correct sample.
Preparing Pro-forma Invoice
This is the job
of the commercial department of the Buying Houses. They prepare the pro-forma
invoice. The pro-forma invoice includes the quality of the buyers order, its
unit price and total price. This pro-forma invoice is very important to avoid
any sort of communication gap or future confusion between the parties. When the
buyer receives the invoice, he sends work order to the Buying Houses. In the
mean time the buyer forward the pro-forma invoice to his bank to open a LC
(Letter of Credit) in favor of the Buying House.
Selecting suppliers
The Buying
Houses need to be very careful in selecting its suppliers where it will place
the buyers order. The future relationship between the buyers and the Buying
Houses is very much dependent on this because if the suppliers fail to make
product as buyer specification or as per schedule, Buying Houses will loose
this buyer in future. Usually they select suppliers on the basis of certain
things. First, they examine whether the supplier has enough machine capacity,
machine speed to do the work and to finish it on time.
Second they also
see whether the supplier has adequate administrative setup to prepare all the
necessary documents for export such as shipping document, document of CO
(Country of Origin) issued by EPB to export the goods and others.
Another importing
issue in selecting is his banking status. Now days this has given the highest
priority. Suppliers usually need to open back to back LC (BB LC) in order to
import necessary raw materials to make the product. The capability of opening
BB LC means that the suppliers have a loan capacity. But some times banks don’t
allow opening LC due to its bad debt or previous bad reputation. In such case
buying house has to change the supplier and find another supplier who has good
bank status. Selecting another supplier is time consuming and expensive as
well. This may also result late delivery and poor quality of product.
So in order to
avoid to this situation, buying houses has to be very careful in selecting its
supplier’s right at the first time.
LC Transfer
Once the buying
house is confirmed that the supplier has the capability to do the word, they
negotiate for the price. Once the price is set with the supplier the commercial
department of buying house immediately transfer the master LC in the name of
supplier.
Production Follow-up
Once the
production is going on, the buying house firms’ role is to monitor the
production process, product and its quality right at the very beginning. This
period is crucial for the buying houses. As anything goes wrong, his entire
reputation might be in a stake as if quality don’t match or delay in delivery.
So he has to monitor the production activities to keep all the promise of his
buyer.
For this, it has
a department called Quality Controller (QC) who inspect all the activities and
ensure the product quality.
Final inspection
Buyers usually
delegate the responsibility of final inspection on the shoulder of buying house
Follow up shipping
When the order
of the buyer is ready, the buying house takes the responsibility of loading the
goods on the ship with all necessary steps. They also prepare and arrange the
necessary documents for export such as bill of exchange, bill of lading,
commercial voice, certificate of origin, packing list etc.
Finally when the
product is ready by supplier, the buying house gets its commission immediately
after the shipment.
This is how the
roles of buying houses end.
4.2 Analysis of
marketing roles of buying houses
Roles of buyers
One of the most
important roles of Buying Houses is to perform a role of a buyer as a
representative of its ultimate foreign buyers. The foreign buyers give the
authority to Buying Houses to inspect, supervise, monitor and control the
suppliers’ product so that quality product is delivered right at the scheduled
time.
Role of suppliers
Buying Houses
supply accessory raw materials to its suppliers. Here we need to discuss the
role of merchandise. Merchandiser is a especial task of Buying Houses. This
task includes determining the unit price of a product on the basis of total
fabric and accessory consumption per unit, cost of making and freight charge
per unit. The role of merchandise also includes selecting of right suppliers on
the basis of ability to maintain expected quality with on the time schedule and
suitable location.
Role of intermediary
They are known
as intermediary of garments exports for their activity. As an intermediary they
work as a representative of a foreign buyer, take order from them and then
search an appropriate supplier to except the order. The Buying Houses is also
is a source of accessory supplier and work as a shipping agent for the producer
of garments product. So, their role can be described as a role of
intermediaries.
Role of service provider
A Buying Houses
is a service based organization. From searching buyer to loading the final
goods on board they provide services both the buyer and it suppliers. For
example, searching buyer for its supplier is a service provided to its
suppliers. On the other hand, selecting appropriate supplier for the buyer is
also providing service to its buyers. Other services such as supply
accessories, quality control, follow up production and distribution is also a
part of its services.
Role of Quality Controller
When the
production process is going on in the factory, the job of Buying Houses is to
monitor whether the production is on schedule. They also inspect quality of the
production by sending its QC known as quality controller in the factory.
Role of shipping agency
When the order
of the buyer is ready, the Buying Houses take the responsibility of loading the
goods to the ship with all necessary steps. They also prepare and arrange the
necessary documents for export such as bill of lading, bill of exchange,
commercial invoice, certificate of origin, packing list etc.
4.3
Socio-economic Role of Buying House
Development of garments industry:
For immense
support and service of Buying House, today the garments are earning over
seventy percent of the nation’s total foreign currency. In addition to earning
the lion percentage of share of the countries foreign currency, this sector has
brought a positive transformation in the overall socio-economic condition of
the country. Since its inception till date, this industry has earned nearly $22
billion to the country. The value addition portion has been $6.6 billion.
However the earning is approximately about four times the investment in the
industry.
Linkage industry
Garments are now
the only base for further industrialization in the country. Currently the total
fabric requirement of our captive market is for about 3 billion yard, of which
85-90 percent we import from abroad. Fabric requirement is increasing at the
rate of 20% per annum. This offers a tremendous opportunity for developing textile
industry in our country.
Thanking the
global context within the preview of open market economy by the year 2005, we
can exploit the benefit of the potential textile industry of the country by
immediately establishing 60 moderate sizes.
Composite textile
mills are capable of producing 30 million yards of fabric per factory. With
local capital, this size of composite mills satisfies the economies of scale in
our country.
Beside, a large
number of ancillary industries have been emerged and growing as well. Estimate
shows about 80% of garments accessories like cartons, threads, label, ploy
bags, gum tapes, shirt board, neck board and shine ace etc. are now being
produce in our country, contributing to the national GDP. It is creating
further employment opportunity in the country as well.
The development of
Insurance Sector
Insurance companies, even
after reducing different rates by about 54 percent, are presently earning about
Tk 150 core per year from the garments export as various types of premiums for
insurance policies.
Shipping Business
The main increase in the
shipping business in Bangladesh including setting up of a several container
yards (including an Inland Container Yard at Dhaka by the Bangladesh Railway),
expanding the port facilities to handle large containers, introducing special
container carrying trains, and the increasing of cargo handling and storage
facilities at the Z1A International Airport have been due to a garments export.
C & F Business
The unprecedented increase in
the C & F and Stevedoring business is because of the huge import, of
garment raw material and export of ready made
garments. On average, they earn 1 percent on all exports and imports which amounts to nearly TK. 230 core per annum.
Tax on Export Earnings
The government is earning TK 40
core from garment exports in addition to its regular corporate taxes.
Waste
recycling Industry
About 0.2 million people are
engaged in waste (mainly, the waste cut pieces of fabrics) recycling industry.
With these wastes, they are, stuffing toys, pillows, quilts, cushions etc. and
earning about Tk. 1500-2000 per month.
Population Control
With the opportunity of
earning more, girls now want to enjoy their lives. This need is helping girls
avoid early marriage and frequent pregnancy. It is contributing to the birth
control of our country also.
Hotel and Tourism
About 20000 overseas apparel
buyers and their representatives visit Bangladesh each year to meet the local
manufacturers and exporters. Taking an average stay of three days and spending
approximately US$ 500 per day. This sector earns about Tk. 140 crores annually.
Women Emancipation and Social
Transformation:
Lots of women are today engaged in
RMG industries; these women workers are enjoying recognition and dignity in the
society. They have the capability of earning; they are now well treated by
their families. They are no longer any burden to their families.
Transport
The road transport business has been expanded because the
lion's share of cargo, moving between Dhaka to Chittagong and Dhaka to Beanpole
by road, is on account of the garment exports. Those who once started
transportation business with rented trucks, many of them by now are the proud
owners of even ten to twelve trucks. As blessing of this sector each day, on an
average, trucks are taking about Tk. 2 crore a day, this transport sector's
contribution to the GDP now stands at about 12 percent.
Emerging Consumer Market
The 1.5 million workers in the
industry are appearing in the consumer market with a demand worth US$ 1.70
million (Tk. 7.5 crore). An increasing demand for moderate cost cosmetics,
sharee, footwear, fast food and other consumer products is also a direct result
of about 1.5 million new consumers.
4.4 Problems
and Barriers of RMG Buying House Industry of Bangladesh
The problems and barriers that
are hindering the growth of the export oriented
Buying House industry are classified under the following major functional
areas:
q
Human resource
development
q
Infrastructure
q
Marketing
Human resource problems of
Buying House
Unskilled Employee
Most of the employees of
Buying Houses are not enough skilled in their job area. In the Buying House
there are some post such as quality controller, design maker, merchandiser that
require technical skill to be performed but in spite of having technical
training institute, they are less interested of going there and employers also
emphasize less on these. Only way they can learn is through on the job
training. Convincing foreign buyers and establishing long term relationship
with them is one of the most important tasks of Buying Houses. To perform this,
job employees of Buying Houses need proper language and communication skill. As
the medium of education in our country is mostly Bengal and there is less opportunity
and interest to learn other foreign languages,
so employees lack communication skill to convince and establish long term
relationship with foreign Buyer.
Lack of interest of career development
The
potentiality of this industry is still undiscovered. People are less aware of
this industry and that’s why less interested in developing his/ her carrier in
this industry. In fact, this industry is booming in a silent way. Anther matter
is that work load is very high, people has to work hard from dawn to dusk even
till late night to get his work done. So huge pressure and work load is another
reason for not interested on this industry.
Dictatorship of employer
Employers of buying houses are usually autocratic with
their subordinate employees as a result of which employees are often de-motivated to work. They feline they are always under
pressure.
Infrastructural problem of
Buying House industry
No vision
Buying house industry is a growing industry but this growth
is a result of so called blessing of quota
system but not the achievement of their
efficiency. Even the constituents of this industry buying houses have never been shown any vision of prospect, both in their
attitude and actions. This is the warming of undesired maturity for this industry.
Even though they are aware about the guillotine of year 2005, but it seems that
they are ready to dye out.
Insufficient and Poor Backward linkage industry:
Threat, button, cartoon, backboard these are treated as
accessory of garments product. Industries of these products are treated as
backward linkage industry of garment exports. Most of the times Buying House
supply these accessories to garment manufacturers. But due to insufficient
number of factories, Buying House faces difficulties to supply these accessories on time. The quality of these
accessory most of time do not matches, as it demanded due to their inefficiency
and effectiveness in production.
Rules and Regulations
There are also no written
rules and regulation for operating this industry. Still government does not
officially count it as an industry. So the industry is running under norms. So
some times these norms are maintained or some times violating by the
stakeholders but no action is taken against those violators.
Marketing problem of Buying
House Industry
Short Shipment
This means delivering goods
with inappropriate quantity. This is a very common problem for all Buying
Houses. Garment manufacturers of our country are the victim of many natural
contingences including strike, hartal or political instability: So a result
they often fail to finish their on time which
result short shipment. Due to this short shipment respective buyer become
dissatisfied with the Buying House and the Buying House
loses that buyer forever.
loses that buyer forever.
Poor product
quality of supplier
Another important problem of Buying House is the poor
quality of its supplier (garment manufacturer). Desired quality is the first
condition of the foreign buyers to the Buying Houses. Garment manufacturers due
to their unskilled worker cannot produce the product with expected quality. As
a result buyers reject the product.
Improper document
At the time of releasing goods from the port, a buyer needs
to show some documents to prove his
authentication. These documents are sending to
buyer from buying house or the respective supplier. However, sometimes due to lack of experience or knowledge they
sometimes fail to send appropriate documents for which the buyer cannot
discharge his goods from the port. As a result the buyer becomes dissatisfied
with the buying house.
Document Delay
Besides improper document, some times the supplier or
buying house fails to send documents on time.
With out proper documents the foreign buyers cannot discharge goods from
the-ship. This problem is very irritating to buyer as the product has arrived
at the port but due to unavailability of proper document he is unable to
discharge goods from the port. For this reason sometimes the buying house has
to break relationship with its buyers.
Commission Recover Problem
This problem mainly occurs due
to unethical practices of few people. Normally, the amount of the commission of
buying house is specifically written at the back of letter of credit. So, no
body can deny paying the commission to the buying house. However sometimes the
wrong intention of the people, the buying houses face difficulties to receive
its commission.
Other Problems
As the buying house is related
with garment export, any problem occur in any stage of export channel from
manufacture to distribution ultimately becomes
the problem of Buying House. Thus the following problems of garments export can
be consider as an indirect problem of the
buying houses:
Problems regarding
exporting garments through air
1. Open cargo shade.
2. Lack of security.
3. High royalty rates.
4. Handling system.
5. Problem of damaged cargo
inspection and not allowing of short landing and short deliver certificate.
6. Temporary .bonded warehouse
for garment industry at the airport.
Problem in banking sector for
exporting
1. Force / demand loan.
2. Back to back P.ADjforce
loans.
3. Overdue RB.P.
4. Exporter cannot open the
LjC due to clear the liability.
5. Stock-lot problem cannot
permit BBL/C open.
6. Banking irregularities.
7. Bangladesh Bank does not
provide enough money for cash incentive.
8. Need the separate bank for
generals industry
9. ECG policy.
10. Exporting goods against
stock lot.
11. 20% discount is not
allowed in the National Bank.
12. Bangladesh Bank does not
relax the discount amount.
13. L/C acceptance charges of
the commercial bank.
14. Procedure of making down
payment for rescheduling loans.
5. Data Analysis and Interpretation
To bring my
findings while working in buying houses and provide my own recommendation, I
prepare some questionnaire. These questions are set based on different aspects
of buying houses, different parties and matters involved with it. My sample
respondent was knowledgeable people of different buying houses who know these
matters very well. I surveyed on 50 respondents to find out my findings while
studying in buying house industries. All the findings are based on the
respondents’ response in different questions. No statistical software is being
used to analyze the findings. Only MS Excel was used to find out the graphs and
charts. That’s why it becomes time consuming but I got the findings based on
each of the respondents’ personal opinion.
………………………………………………………………………………………………
Q-1: For which
of the following reason, you are not satisfied with your buyers (you can choose
several options)
1)
High bargaining tendency in exchange.
2)
Uncompressing attitude in exchange towards
contingencies situations (like hartal).
3)
Tendency of undesirable rejection.
4)
Fleeting tendency in business relation.
5)
Cultural ethnocentrism
This question is
selected to find out the reasons dissatisfactions with buyers, as the
satisfaction of buyers is important to survive in the industry.
Among the
criteria’s, high bargaining tendency in exchange is one of the most selected
criteria’s that chosen by all the respondents. This criteria is chosen to
investigate whether foreign show the bargaining tendency and how much this
exists in this industry. With the highest response (100% respond this
criterion), it is shown that the tendency prevails and it dissatisfied the
respondent buying houses.
The second
criteria are chosen to look into whether the foreign buyers are patience to
different desired contingencies in our country. Again the highest response
(100% respond this criterion) shows that they face strong impatience in these
types of contingencies.
The third one is
chosen to investigate whether buyers desirably reject garments product and how
the buying houses views it. Here 34% respondents had chosen this one. So it is
revealed that the buying houses are strongly against the product rejection.
The fourth one
is chosen to investigate the existence of fleeting tendency of foreign buyers.
With 28% response, it is revealed that a portion of buyers do not value the
long term relationship with buying houses rather for trifling reasons they
break their relationship with existing buyers.
The fifth
criteria are chosen to see the existence of cultural ethnocentrism among the
buyers. As only 4% response in this criterion, we have seen that the buying
houses hardly face this problem.
………………………………………………………………………………………………
Q-2: For which
of the following reason, you are not satisfied with your suppliers (means the
garments factories) (you can choose several options)
1)
Failure to manage according to the desired way or based
on the situation
2)
Failure to maintain delivery on schedule
3)
Inconvenient location
4)
Fleeting tendency in business relation
5)
High bargaining tendency
The reason of
dissatisfaction towards the suppliers is asked to investigate the criteria that
may hamper the smooth function between the buying house and its suppliers.
The first
criterion is chosen to find out the importance of suppliers product quality.
98% respondent select this one that means the buying houses is often disturbed
for poor quality product of suppliers.
The second one
is chosen to investigate the emphasis on the scheduled time product delivered
by the garments manufacturers. With the response of 88% it is cleared that the
industry is also very much annoyed with the late delivery.
The third
criteria are selected to see the emphasis of buying houses to the suitable
location of garments manufacturers. With an only 10% response, it is clear that
the buying houses put little emphasize in this matter.
The fourth one
is chosen to determine the fleeting tendency of suppliers towards the buying
houses. The 8% responses in this criterion reflect fewer tendencies of
suppliers.
The fifth
criteria are chosen to see the existence of cultural ethnocentrism among the
buyers. We have seen that the buying houses hardly face this problem. Only 4%
select this one.
………………………………………………………………………………………………
Q-3: Which of
the following obstacles to export garments products through buying houses can
be treated as major? (You can choose several options)
1)
Casualties such as natural calamities or political
crises
2)
Failure to delivery on time
3)
Un skilled garments workers
4)
Fraudulence in trading
This question
was asked to find out the severity off major obstacles to RMG export process as
this problem of export process makes the job of buying houses more difficult to
convince buyers.
The first major
problem that is natural calamities and political crisis is ranked first. This
reveals that the activities of buying houses are very much vulnerable to these
types of obstacles.
Failure to
delivery on time got the second rank as major obstacles as it is another
suffering matter to the smooth function of exporting products.
The third
obstacles are inefficient garments workers- a virulent gangrene in the production
system. This criterion is marked by two third of the respondent and that’s why
it ranked third.
The final one is
the fraudulent in trading which is the clear violation of the rules in the
agreement by garments manufacturers. This is found as less frequent as other
major obstacles to RMG export, in the eyes of buying houses.
………………………………………………………………………………………………
Q-4: Which of
the following obstacles to export garments products through buying houses can
be treated as minor? (You can choose several options)
1)
Rejection of product resulting from in efficient
supervision
2)
In efficiency of buying houses in negotiation
3)
Gender inequality
4)
Shortage of sound base heavy factory
The highest
response among the minor obstacles is the rejection of product resulting from
in efficient supervision during the production process of the buying houses.
80% respondents select it as a minor problem
The second one
is inefficiency of buying houses in negotiation, a large part of the respondent
select it as another minor obstacles and the percentage is 50.
The third minor
obstacles according to the respondent are gender inequality in Bangladesh.
Buyers all over the world have an opinion against this matter.
The final rank
minor obstacles to export garments products through buying houses are sound
base heavy garments manufacturing industry in Bangladesh and 25% respondents
mark this. As a result we are depriving from a high level of order which could
be availed otherwise.
………………………………………………………………………………………………
Q-5: Which of
the following problems of buying houses can be treated as major? (You can
choose several options)
1)
Suppliers poor product quality
2)
Short shipment
3)
Stock lot or total LC
unutilized
4)
Document delay
5)
Improper documents
This question
was asked to know some of the major problems faced by the buying houses. The
major problems cause a serious hamper to the buying houses.
The most major
problem is the suppliers’ poor product quality and 48 respondents marked it and
ranked it as number one problem. For this problem, buyers become dissatisfied
and avoid further contract with that firm.
Short shipment
or failure to supply the desired products is another significant problem which
gets huge response and got as ranked two.
Stock lot or the
cancellation of total shipment is another important problem and marked by 40
respondents and thereby ranked as third.
Document delay
and the improper documents are the concluding major problems of the buying
house industry.
………………………………………………………………………………………………
Q-6: Which of
the following problems of buying houses can be treated as minor? (You can
choose several options)
1)
Shortage of backward of backward linkage
2)
Commission recovery
3)
Poor accessories supplier
Out of 50
respondents, 40 choose the problem Shortage of backward of backward linkage as
number one minor problem of buying houses. With a slight difference response,
commission recovery problems have ranked second and the poor accessories
suppliers got third.
……………………………………………………………………………………
Q-7: Rank the
following problems regarding backward linkage industry of garments export.
v
Insufficient number of such industry to meet the
total demand (………)
v
Poor product quality (……….)
v
Lack of consciousness to understand the
consequences of later or poor product delivery (………)
Poor accessories
product quality has been ranked 1 as 27 people ticked it as 1. As a result the
smooth production of RMG products is hampered.
Insufficient
number of such industry to meet the total demand has been marked 2nd
by 15 people. So these people opinion is that still there is shortage of
delivering supporting accessories.
Lack of
consciousness to understand the consequences of later or poor product delivery
is chosen as third as only 8 people respond it.
………………………………………………………………………………………………
Q-8: What are
the problems you face in your supplier selection process?
1)
Tendency to stay with existing suppliers ignoring the
necessity to find out more efficient one
2)
Employee personal relationship with suppliers
3)
Failure to choose desired suppliers during seasonal
excess demand
4)
Difficulty in choosing committed suppliers
This question
was asked to investigate the problems in selecting the effective and efficient
suppliers. The selection of effective and efficient suppliers is must for the
effectiveness of export marketing process of RMG products.
70% respondents
select the first one. This is a traditional tendency of business people to
depend on their existing stakeholders.
The second one
that is employee personal relationship with suppliers is also an important
reason of inefficiency in selection process of suppliers because in this
process the employees who have strong influence in this business and their
biasness may select a wrong supplier that hamper the business. 60% select this
one.
The third one is
failure to choose desired suppliers during seasonal excess demand and is marked
by 40% of the respondent. As their choice become limited during the excess
demand in the seasonal demand.
The last one is
difficulty in choosing committed suppliers and also marked by 40% as they are
not tasted before.
………………………………………………………………………………………………
Q-9: According
to your opinion, what percentages of total order of R.M.G. products bring
through buying houses in Bangladesh?
q
Above 70%
q
Between 50%-70%
q
Below 50%
This question is
asked to know the effectiveness and efficiency of buying houses in bringing RMG
orders for the country.
Majority of the
respondent believe that buying houses brings the most RMG products order in
Bangladesh (53%), however 31% believe that only 50%-70% order are brought by
buying houses and only 16% believe that it can bring less than 50% of RMG
product orders.
………………………………………………………………………………………………
Q-10:
Approximately, what percentage of your total order per year is rejected by the
foreign buyers after final inspection?
q
Above 15%
q
Between 10%-15%
q
Below 10%
In this
question, the efficiencies of buying houses are implies. The most efficient
buying houses incur less rejection where as less efficient buying houses incur
more. I ran my survey on different buying houses; some of the respondents were
not sure about the percentage. That’s why; this question was not touched by 18
respondents. The rest of the 32 respondents’ response was like this:
………………………………………………………………………………………………
Q-11: Do you
take any promotional strategy in order to attract buyers; if yes, which are the
strategies?
q
No
q
Yes (You can choose several options)
o
On line advertising
o
Personal selling
o
Promotional display
o
Trade fair exhibition
This question is
asked to know about the promotional attempt taken the buying houses to attract
the foreign buyers. The low emphasize on promotion attempt has revealed the
apathy or the little knowledge of buying houses about their future.
Out of 50
respondents, only 10 people select NO that means they do not take any
promotional activities. The other takes some promotional activities.
The first
criteria is online advertising, the highest used communication method in modern
world. Here it is seen that the buying houses emphasize on this method a
little. Only 8 respondents select this one. It might be the result on stiletto
introduction of this promotional system in the buying houses sector in our
country.
Personal
selling, the second criteria marked highest by most of the respondents. 30
respondents tick this one. So they sent their representative to the buyers to
collect orders.
Promotional
display and Trade fair exhibition are also less emphasized factors in buying
houses. Only 5 persons select this criterion. So it is seen that the buying
houses emphasize a little in promotional strategy. They might not realize the
value of taking those strategies. Later if they realize this, they will take
necessary steps to adopt with these promotional methods.
………………………………………………………………………………………………
Q-12: What steps
you usually take to confirm the product quality? (You can choose several
options)
1)
Selection of quality suppliers
2)
Schedule supervision
3)
Selection of efficient quality controller
4)
Prioritizing quality to cost
5)
Periodical report on quality
The first
criterion is very much important to all the buying houses and that’s why all of
them marked this one. They remain anxious in selecting their suppliers.
The second one
is chosen to look into the emphasis of buying houses own activities to maintain
the quality of their ordered product. 100% respondents select this one. So
ensuring the quality product they remain busy to supervise the production
process.
The third one is
chosen to know how much they emphasis in utilizing quality controller as a
weapon of maintaining quality. The entire respondent put emphasis in employing
quality controller to supervise and maintain the desired quality of the
product.
The fourth one
is taken to know whether the buying houses are ready to sacrifice profit to
gain the desired quality. It’s a very hesitating issue to my respondents and I
found 50% marked in this option. So the buying houses equalize the costs with
quality and try to achieve success in both.
With a response
of 30% I found that only few buying houses maintain periodical report on
quality to its buyers.
6. Research Findings
The following
findings are perceived from the answer of the questionnaire. Through these
findings I tried to present the existing scenario of buying house industry of
Bangladesh under two classifications. Under First classification the finding
regarding the efficiency and effectiveness of buying houses is presented and
under second classification the findings regarding the present and future
problems of the industry is presented.
Findings regarding their efficiency and
effectiveness
According to the survey most of the buying
houses are not efficient in supplier selection process because of their
tendency of long time inefficient trade, harmful employee bias and lack of
discretion to certify the efficient suppliers for the first time as the soar of
the system.
The study also shows that a large part of RMG
orders are brought annually by the buying houses which determines their
effectiveness in bringing order of RMG products but efficiency remains unknown.
While looking into the efficiency of backward
linkage industry it is discovered that this industry is afflicted with poor
product quality, inadequate capacity and the lack of consciousness to committed
delivery.
It has found that the foreign buyers reject
small portions of goods shipped. It is a good sign for buying house although
indicating the lenient view of foreign buyers towards the buying house.
Their inefficiency once again has proved w hen I
found that they are very much reluctant in taking any promotional step to
convince buyers.
Buying houses attempt their heart contents to
maintain the product quality.
For the blessing of quota system the buying
house, industry can be mentioned as effective but not efficient one.
Findings regarding the present and future
problems of buying house
The dissatisfaction of buying houses toward
their buyers mainly based on the buyers' uncompromising attitude toward the
failure of commitment due to contingencies.
The dissatisfaction of buying houses toward
their suppliers because of their inefficiency to supply product in right
quality and quantity.
From the study I have seen that obstacles to
garment exports can be separated into two parts: major obstacles and minor obstacles.
Among the major obstacles causalities such as natural calamities, strike,
hartal or political instability are affecting the export marketing of garment
products severely. Among the minor obstacles inefficiency of production process
supervision by the buying house is most noteworthy.
Again from the study I have seen that problems
of buying houses can be separated into two parts: major problems and minor
problems. Suppliers' poor product quality attacks most severely as major
problems of buying houses and as the minor problem shortage of backward linkage
industry disturbs buying houses drastically.
The employees of this industry are 'lacking
required communication and technical skills.
7. RECOMMENDATION
Solution of Human Resource problem
After recruitment of employee, buying house
should provide them enough time for training to learn the technical work to
perform the technical job such as the job of merchandiser, quality controller,
quality inspector, sample maker etc.
The buying house should provide enough support
to its employee to develop communication skill in particular language in order
to communicate with the particular buyer for the buying house.
Instead of full autocracy or democracy, the
employers of buying house should show lenient view in all aspects so that they
get motivated to work.
Buying house should introduce enough bonus or
service benefit in order to encourage and motivate their employee.
Solution of the problems of
Infrastructure
Having no visions of prospects the buying house
industry in our country is bound to suffer from the worst deterioration with
their withdrawal of quota system. So the only remedy to develop this scenario
is to strengthen their infrastructure through combined effort of both
government and non-government for proper support and facilities.
Encourage people to develop industry such as
threat, button, interlining and other packing materials treated as backward
linkage industry of garment export by make short term or long term contract of
taking goods so that buying house do not have to import those at higher price
or the local supply can the fulfill the required demand of the industry.
Government of our country should also provide
incentives to develop backward linkage industry of RMG export, for the smooth
supply of accessories by buying house to garment factories.
Company owned accessory supplier can also the
developed to maintain quality or on time delivery.
Solution of marketing problems
Buying house should be more careful and
attentive in monitoring the production of the garment manufacturers so that
production goes on schedule and any unwanted occurrence such as short shipment
may not occur due to late delivery.
In the findings they have mentioned that buyers
do not want to negotiate on quality. So, maintaining product quality for buying
house is very important. To maintain appropriate quality, buying house should
take necessary steps such as training course for their quality controller or
inspector etc.
For improper document or document delay buyers
cannot receive his product from the ship in his country for which relationship
between he and buying house may break up. So buying house should be always
careful in preparing right documents. They also should send documents at right
time.
The total industry should keep in mind that they
need a truly international outlook for exporting to attract buyers as well as
long-term commitment with both of their buyers and suppliers.
The total industry must achieve an international
reputation for quality to challenge the quota free environment.
They should ensure that they have all the
resources for garment export.
They should start marketing through trade fair.
They should start marketing through internet.
Solution of banking sector problems
Requirement of obtaining approval from
Bangladesh Bank for creating Forced/Demand loan by the lien banks should be
withdrawn.
Back to back A.D/Force loans should not be
considered as default loans. Loans of this nature should be converted into
interest free block Accounts and amortized against future proceeds.
The overdue F.B.P created against the liability
of any L/C should also not be considered as default loans.
Exporters failing to clear the liabilities in
case of Back - to back P.A.D / Forced Loans, overdue F.B.P etc. Should be allowed
to open L/Cs.
Bangladesh/bank should provide the lien banks
with adequate funds for necessary payment of cash incentives to our exporters
without delay.
Procedure of obtaining prior permission from
Bangladesh Bank for exporting goods against stock-lot should be withdrawn.
Negotiation Bank should be authorized to take
into consideration for deciding upon discount unto 20%.
Condition for obtaining approval for discount
from the Bangladesh Bank should be relaxed and discount approval by the EPB
should be treated as valid.
From the date of document negotiation,
forty-five days should be allowed for fund remittance. Overdue interest should
not be charged in the event if remittance is delayed.
All private sector commercial banks should
immediately cease charging L/C Acceptance charges like the nationalized Banks
of the country.
Procedure of making down payment for
rescheduling loans should be withdrawn. It should be rescheduled in accordance
with the applications, when submitted, by the exporters concerned. In such
cases, the rescheduled amount may be adjusted by charging @ 20/0 on the future
exports proceeds. Legal action may be taken in case any of the exporters fail
to adjust the dues after three consecutive rescheduling.
RMG exporters should not be held responsible if
proceeds against their exports are not realized owing to the reasons beyond
their control.
Solution of Air shipment problems
To strengthen the security in cargo shade of
Airport forming and to take necessary steps to exporting through air at the
pick time of RJVIG.
To waive the high royalty rates at specific
times of the tear so that the emergency import of raw material and export of
readymade garment could remain steady.
To formulate a joint action plan with the
chairman of the BG MEA standing committee on port and transport.
Duty free market access should be allowed for
essentially all products exported by the LDC's on a non-reciprocal basis to
improve their economies.
8. LIMITATIONS
First of all, I
found very little secondary data on the buying house of Bangladesh. For this
reason, to get the answer of certain questions I have to rely on people's
opinion. While doing the survey lots of people did not want to respond to many
questions. Sometimes they even did not fill out the questionnaire properly for
the busy schedule. For this reason, sometimes I had to ask them questions from
my questionnaire instead of giving them hard copy.
Secondly, Time
was one of the major constraints. As our internship program is only three-month
long, it was difficult to cover and collect all the necessary materials for
completion of such a large report within this time boundary.
I also would
like to mention that the people of Merchandising Incorporation are under
tremendous workload. Although, they wanted to co-operate in writing my report,
their busy schedules sometimes did not allow them to do so. On the other hand,
due to confidentiality of official information, sometimes they showed
unwillingness to provide me enough information.
9. CONCLUSION
Garments export
contributes major foreign exchange to our economy. To ensure a rich
fulfillment, it needs a channel, which works as a bridge between buyers and
manufactures of garments a win- win relationship. No doubt the role of RMG
Buying House Industry that starts from marketing to distribution is very
important to establish this bridge. However the exuberance of foreign currency
through garment export is very much dependent on the effectiveness and
efficiency of this industry. So removing all its inefficiencies and
ineffectiveness this industry should move ahead with a vision to support the
garments industry in marketing its products.