Management Report on Agora

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1 .Introduction

Rahimafrooz was founded in 1954 by Late A. C. Abdur Rahim as a trading company, is one of the largest business groups in Bangladesh. It consists of nine SBUs and several other affiliations. The Group's Chairman is Mr. Afroz Rahim and the Managing Director is Mr. Feroz Rahim.

Rahimafrooz operates in three broad domains: automotive aftermarket, power and energy, and retail chain. It launched Agora, the first ever retail chain in Bangladesh in 2001. Agora promises a valuable shopping experience that provides quality and fresh products at the right price. It aims to consistently provide a remarkably satisfying and valuable shopping experience through a business that improves the quality of life for both customers and its team members.

With outlets in major locations throughout Dhaka and many more being planned in Dhaka and other major cities, Agora is aiming to fulfill the everyday needs of its customers by providing the right quality, assortment and price through stores of various forms and sizes. While Agora mainly focuses on food items - ranging from a wide variety of fish, meat, vegetables, fruits, bakery, dairy and grocery - it also carries a vast array of other grocery, personal care, and various other consumer goods and household utensils. At any point in time, there are nearly 20,000 different products available at our stores. RSL is committed to sustaining and growing as the most trusted, loved and frequented retail chain

As a whole Rahimafrooz is a company with a large composition of managers. There are 73 top level managers who are followed by 172 mid-level managers and 178 frontline managers. Agora in particular has 9 top-level executives, 10 mid level managers and 7 front line managers.

2. Planning

2.1 The planning process of Agora

Agora uses a consultancy firm named ‘Peledium’ which is a U.S. based company assisting and guiding the long-term strategic planning process for the company. The firm, based on primary and secondary data, constructs a plan which it thinks is appropriate for Agora. This plan is then communicated to the management which is now subject to thorough discussion about whether the plan is feasible or not and how much it will benefit the organization. After the thorough discussion the outcomes are discussed with the consultancy firm which adjusts them in accordance to the plan to benefit the organization. The final decision of selecting the plan lies on the approval of the Board of Directors. Agora implements both long-term and short-term strategic plans.

2.2 Long-term planning process of Agora and their modification period:

They are currently under a long-term plan known as “The vision 2015”. This is a part of their long-term planning process which they adopt for 5 years. They have a separate highly knowledgeable strategic planning division which oversees whether they are moving towards their target. The organization will make another 5 year plan, “Vision 2020”, after their current plan expires in 2015. The organization follows the same pattern for long-term plans for 5 years.

2.3 Vision 2015

The first objective of Vision 2015 is to establish 67 outlets of Agora. These outlets will be concentrated in Dhaka, Chittagong and Sylhet. Before the formation of this plan, Agora had 5 outlets. However, in an attempt to execute their vision, the company has acquired all 5 outlets of PQS, another well-known departmental chain which means now they have 10 outlets altogether. 5 outlets are currently being built in Pallabi, Airport Road, Japan Garden City, Segunbagicha of the capital and one outlet in Khulshi of Chittagong. In order to make this long-term plan a successful one, Agora needs a strong IT base and a proper warehousing facility.

Agora has two parts which requires a twofold IT system. The company is under process of establishing a robust IT system by investing Tk.150 millions in a German software firm named SAP...
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