On July 7,2009 Kamruzzaman Sabbir wrote this report for Tasmina Mahbub, Lecturer of School of Business of North South University for the course titled BUS101, an introductory courses of modern business structure. Kamruzzaman Sabbir contacted with management of Nogordola to write this report and he tried his level best to reflect the real management planning of “Nogordola” in his report.
Nogordola is one of the most famous boutiques in Bangladesh. Dhaka Ahsania Mission has established “Nogordola” in 2007 for our heritage and cultural promotion, sustainability of handicraft and artisans in line with modern style and technology. With the slogan, “Live with Identity” Nogordola inaugurated its Banani outlet in 2009.Today it is operating with two branches.
Management Nogordola’s management system is very easy and not complicated. Nogordola undertakes four types of planning for proper management.
• Strategic Planning.
• Tactical Planning.
• Operational Planning.
• Contingency Planning.
Strategic Planning
Strategic planning of Nogordola includes its long term vision which is to be and remain a market leader in the boutique industry of Bangladesh. Expansion of its market in Bangladesh and abroad for non-resident Bangladeshis is included in the strategic planning. Promoting “Nogordola” as one of the greatest brand in Bangladesh is also incorporated in their strategic planning. Nogordola is going to open new branches in the prime locations in Dhaka. They will open a new branch in Bashundara very soon. They will also open a branch in London for non-resident Bangladeshis by the end of 2009.
Tactical Planning
To become a leading boutique in Bangladesh, Nogordola has a very pragmatic tactical planning. This year Nogordola will arrange five fashion shows to promote their product and brand. To open new branches in Bashundara and London it is now conducting survey and researching to find out the best location for expanding their market. Nogordola is trying to get a better source of fabrics for the production.
Operational Planning
Operational planning of Nogordola is prepared by researching customers’ needs, quality of product and satisfying customers’ demands. Nogordola never compromise with the quality of the product. It provides superior customer services. It always tries to develop its existing product to please customers & create new product to satisfy the increasing market demand. . Besides Nogordola’s employees of production department are given target to increase the production and maintain high quality as they are going to open new branches in Bashundara and London.
Contingency Planning Nogordola has very effective planning for emergency situations, such as unexpected orders, natural disaster, fire etc. Nogordola has enough manpower, adequate capital and idle production capacity to deliver orders which is totally unexpected to them. However they will only be able to deliver medium range order still they cannot accept large volume unexpected orders.
Example – Using this contingency planning they have been able to deliver Sadia Khanm’s (who works for Grameen Phone as a Deputy Manager) order of 600 saris. This order was totally unexpected to them. They produced the saris in their own factory within 13 days & delivered to Sadia Khanm.
Mission Statement
We strive to exceed our customers’ expectations in quality, delivery, and cost through continuous improvement and customer interaction.
Assessing Organization’s Competitive Strategy (S.W.O.T Analysis)
Strength
• Good Will.
• Quality of Products.
• Skilled human resources.
• Rich collections for ladies.
• Superior customer service.
Weakness
• Market is not widespread yet.
• Operating with only two branches.
• Products for men are not rich.
• Price is bit higher than other boutique.
Opportunity
• Increasing market demand.
• Scope of expanding business in Europe.
• Nogordola has become a brand so it is very easy for them to launch or promote a new brand.
Threat
• Increasing competition.
• Customer’s choice is changing. Today they prefer western fashion over Bangladeshi fashion.
• Objective of Nogordola include satisfying the customer. It will enrich collection for men & reduce the price of the products. It will try to expand market & open new branches in different locations.
• Nogordola has created pragmatic strategies to compete with other boutiques. They will design their product keeping the changing fashion trend in mind. They provide very high quality product at a very marginal profit so that the customer get attracted to Nogordola.
• To implement the strategies Nogordola has hired highly skilled employee who will produce clothes very economically. Fashion designer of Nogordola is also trying to design dresses keeping the new fashion trend in mind.
• Nogordola will try to hold the positive image in customer mind. It will try to decrease excessive production cost to reduce the price of the products. Nogordola will also try to overcome its deficiencies.
Organizing
Programmed Decision
Programmed decision of Nogordola include determining the starting salary for a new employee, recording raw-material needed for production, setting discount schedule for large volume customers. Order to supplier, advertisement for expanding their market is also included in the Nogordola’s programmed decision.
Non Programmed Decision
Nogordola sometimes has to make non-programmed decision. Entering into new geographical market, introducing new product, sending fashion catalog to customers in different occasions is incorporated in Nogordola’s non-programmed decision.
Departmentalization
• Functional Departmentalization- Nogordola organized work units according business functions. Functional departments of Nogordola are Marketing, Finance & Production.
• Product Departmentalization- Nogordola’s products departments include Women Corner, Menz Corner, Kids corner & Gift Corner.
• Geographical Departmentalization-The organization structure of Nogordola has reflected its operation in two geographic areas –The Bangladeshi sector and the international sector. Bangladesh Sector includes branches in Dhanmondi, Banani & Bashundara. International sector includes the London Outlet in United Kingdom.
Delegating Work Assignment
Nogordola is a centralized decision making organization. Every decision is made by the Managing Director. Here the employees are not only given target but shown way, how to accomplish it.
Directing
Nogordola basically runs on autocratic leadership style. Managing director of Nogordola makes decisions on his own without consulting employees. He makes decisions, communicate them to subordinates and expect prompt implementation of instructions. Employees have no freedom to give their own opinion regarding the work method. Whenever Managing Director needs to resolve a conflict, he takes fast action & makes decisions which sometime displease the employees.
Controlling
To Nogordola controlling means setting up a standard to manage the business and evaluate the employees’ performances. Nogordola controls the company by the following aspects
Charging Price
Nogordola always charge fair but profitable prices for their different types of product. They not only think about the profit margin but also think about the purchasing power of the customer. But still their price is bit higher than other popular boutiques. Nogordola is trying to reduce the price. For doing this they are surveying their customer. They hope they will be able to reduce the price to make the customer more satisfied very soon.
Quality
Nogordola never compromise with the quality of the product. They use the best fabrics as well as the best machineries & skilled human resources to produce the finest clothes. Furthermore they are constantly trying to improve the quality of their products.
Customer Satisfaction
“We are not satisfied until our customer is satisfied” -this is Nogordola’s view regarding customer satisfaction. On any given day, the customer might meet the Managing Director asking what they like and don’t about Nogordola. It can be said Nogordola being a very new boutique has achieved today’s position for being able to satisfy the customers.
Nogordola always strive to be the best boutique in Bangladesh. It is very much consumer oriented. Providing superior customer service & high quality product they are trying to be the best boutique shop in Bangladesh.
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