NORTH SOUTH UNIVERSITY

Spring-2020

MGT-212: Organizational Management

Section-26
Group Name: Seniors Platform

Group Project

Assigned To:
Shabab Absarul Islam [SAI2]
Lecturer, Department of Management
School of Business and Economics (SBE)
North South University

Assigned By:
MD.Azimusshan- 1411518630 (Leader)
Joyasree Mondal Ankhi- 1512571030
Fahmida Akter Toushi- 1632231030
Rijon Ahmed- 1811559630

Date of Submission: 22th April 2020.

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 Acknowledgement

First and foremost, praises and much obliged to God, the Almighty, for His showers of
endowments all through us investigate work to total the inquire about effectively.
We would like to express our deep and sincere gratitude to our project supervisor Shabab
Absarul Islam providing invaluable guidance throughout this project. His dynamism, vision,
genuineness, and inspiration have profoundly propelled us. It was a great privilege and honor
to work and study under his guidance.
One of our team member father proofread those, to begin with, draft Also recommended huge
numbers grammatical progressions. We want to give thanks to all groupmates and classmates
for all their help. All of our friends and participant and their parents also deserved thanks.
We are extending our thanks to the Management Department of NORTH SOUTH
UNIVERSITY. Library instructor and library secretary.
Finally, our thanks go to all the people who have supported us to complete the project work
directly or indirectly.

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 Letter of transmittal

April 22, 2020

Shabab Absarul Islam [SAI2]
Lecturer, School of business and economics
North South University
Dhaka-1229, Bangladesh.

Subject: Submission of final report on Aarong.

Dear Sir,
It is an enormous pleasure to submit our final report on “Aarong”. When we are working for this
organization, we have learned a lot of things about the organization’s operation and overall
function. We feel truly honored for this opportunity under your guideline. We would like to thank
you from the bottom of our heart for your superb guidance, direction, and all the supports.

We would like to express our sincere to have you as our instructor. We believe that we could meet
the objectives of the report and we hope that it will find your acceptance. Thank you very much
for your help, support and guidelines.

Best Regards,
MD.Azimusshan- 1411518630 (Leader)

Joyasree Mondal Ankhi- 1512571030

Fahmida Akter Toushi- 1632231030

Rijon Ahmed- 1811559630

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Purpose of our research:

To have an outline on current administration hones of Aarong as undertaking and as one

of the most excellent retail industries in Bangladesh.
To assess the Boston counseling gather, demonstrate of Aarong
To recognize the HRM techniques of Aarong
To distinguish the key victory components by administration of Aarong being social
enterprise
To distinguish SWOT analysis of Aarong
Impact of PESTEL on development and openings of Aarong
To know organization standing on Porter’s five forces analysis
To know around organogram of Aarong
To know the employee’s fulfillment pointers on Inspiration and its result
To know how to control Aarong do
To recognize communication framework with group administration of Aarong
To know administration issues of Aarong
To discover Hofstede’s social measurement of Aarong

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 Contents

Introduction: ........................................................................................................................................ 7
Mission Statement:............................................................................................................................... 7
Vision Statement: ................................................................................................................................. 7
Corporate Social Responsibility (CSR) .............................................................................................. 8
Ensuring safe workplace for women: ............................................................................................. 8
Human Rights and Legal Education (HRLE) course: .................................................................. 8
Ultra-poor graduation: .................................................................................................................... 9
Agriculture and food security: ........................................................................................................ 9
Water, sanitation and hygiene: ....................................................................................................... 9
Gender justice and diversity: .......................................................................................................... 9
Organogram ....................................................................................................................................... 10
PESTEL analysis ................................................................................................................................ 12
Political: .......................................................................................................................................... 12
Economic factors: ........................................................................................................................... 12
Social factor: ................................................................................................................................... 13
Technological factor: ..................................................................................................................... 13
Environmental factor: ................................................................................................................... 13
Legal factor:.................................................................................................................................... 14
Hofstede’s Cultural dimension ......................................................................................................... 14
Power Distance: .............................................................................................................................. 14
Uncertainty Avoidance: ................................................................................................................. 14
Collectivism and Individualism: ................................................................................................... 14
Masculine and Feminine Norms: .................................................................................................. 14
SWOT analysis ................................................................................................................................... 15
Strength: ......................................................................................................................................... 16
Weakness: ....................................................................................................................................... 16
Opportunities: ................................................................................................................................ 16
Threats: ........................................................................................................................................... 17
BCG-Matrix analysis model.............................................................................................................. 17
Stars: ............................................................................................................................................... 17
Questions Mark: ............................................................................................................................. 18

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 Cash Cow: ....................................................................................................................................... 18
Dog: ................................................................................................................................................. 18
Porter’s five forces model .................................................................................................................. 18
Threat of New Entrants: ................................................................................................................ 18
Threat of Substitutes: .................................................................................................................... 19
Bargaining Power of Buyer:.......................................................................................................... 19
Bargaining Power of Supplier: ..................................................................................................... 20
Competitive Rivalry:...................................................................................................................... 20
Team and communication ................................................................................................................. 20
Consensus Opinion: ....................................................................................................................... 21
Sense of Urgency: ........................................................................................................................... 21
Foster Lines of Communication: .................................................................................................. 21
Motivation........................................................................................................................................... 22
Value Awareness Session:.............................................................................................................. 22
Career counseling: ......................................................................................................................... 22
Training: ......................................................................................................................................... 22
Reward System:.............................................................................................................................. 23
Picnic: .............................................................................................................................................. 23
Employee orientation:.................................................................................................................... 23
Newsletter: ...................................................................................................................................... 23
Living the Dream: .......................................................................................................................... 23
Informal meeting:........................................................................................................................... 23
Health awareness session:.............................................................................................................. 23
Meditation:...................................................................................................................................... 23
Exposure Trip: ............................................................................................................................... 23
"Amader Aalap": ........................................................................................................................... 23
Leadership .......................................................................................................................................... 24
Controlling .......................................................................................................................................... 24
Management Issue ............................................................................................................................. 25
Conclusion .......................................................................................................................................... 25
References ........................................................................................................................................... 27
Appendix ............................................................................................................................................. 29

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 Introduction
The word Aarong means 'village fair' and the Aarong stamp is expecting to invoke a more
significant affiliation with its rural roots. Conceived out of a modest reason to engage the
minimized common women and engage them to get it their greatest capacity, Aarong is one of the
18 social wanders of BRAC - the world's greatest development organization. It has been advancing
within the heading of BRAC's mission of desperation facilitating through monetary improvement
and human constrain working, with an explicit highlight on the fortifying of women. Aarong was
begun in 1978 as a assignment to ensure destitute silk agriculturists, block printers and embroiders
in Manikganj in central Bangladesh were tons of their things. The reason for existing was to grant
an organize to natural craftsman’s where they may move their things and get a reasonable advertise
taken a toll. Starting its voyage with giving work to a foreordained number of common women,
Aarong rapidly broadened its offer assistance by working with various other. (Aarong | Ethically
made handcrafted products | A BRAC social enterprise, 2020)

Mission Statement
“To make “Aarong” the finest within the world in giving a special Bangladeshi way of life
involvement which advances Bangladeshi pride whereas engaging people and ensuring the
environment.” (Aarong, 2020)

Vision Statement
“Aarong”s vision may be a just, illuminated, solid and equitable Bangladesh free from starvation,
Destitution, environmental corruption and all shapes of misuse based on age, sex, religion and
Ethnicity.” Its vision is to set up them as world’s one of the popular reasonable exchange design
house, and to stay advertise leader throughout its trade. “Aarong” extended its trade in worldwide
field. “Aarong” includes a dream to create more artisans of Bangladesh and make them self-
subordinate and pull in increasingly worldwide clients towards Bangladeshi culture. (Aarong,
2020)

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 Corporate Social Responsibility (CSR)

Aarong is a part of Brac we already know about it. So, what Aarong do that is, they manage their
CSR activity alignment with Brac. In our research we found few CSR activities which actually did
by Brac and Aarong jointly. Few of them are:

Ensuring safe workplace for women:

As more ladies are taking part in work exterior domestic than ever some time recently, ensuring
security for ladies at their work environments has presently gotten to be one of the foremost
squeezing plans. In spite of the fact that the Tall Court issued a order in 2009 to anticipate and give
security against sexual badgering at all working environments, compliance with this mandate is
still not up to the stamp. The discourse was composed to begin a discussion among private segment
organisations to address the issue. (Aarong (@brac.aarong) • Instagram photos and videos, 2020)

Ministry of Women and Children Issues (MoWCA) of Bangladesh Government, Begum Meher
Afroze Chumki, MP, accentuated on women’s security at work put to extend women’s
cooperation, at a national dialogue nowadays. The exchange titled “Safe Spaces for Ladies at
Workplace” was mutually composed by BRAC and Bangladesh Legitimate Help Administrations
Trust to check Universal Women’s Day 2016.

BRAC’s program head of human rights and legitimate aid administrations (HRLS) Sajeda Farisa
Kabir’s presentation tended to BRAC’s encounter and learning in Tending to sexual harassment
within the work environment. BRAC has more than a decade of involvement in tending to sexual
harassment issues at working environment, giving back to its 112,934-national staff, working in
64 areas and more than 8,000 staff working in 11 nations.

Human Rights and Legal Education (HRLE) course:

Without the essential information of state laws and the lawful framework, women in specific
cannot secure themselves or others in their communities from injustice. For numerous, the HRLE
course is essential introduction to the concept of lawful and human rights. Our endeavors to teach
ladies in all corners of the nation give the basic behavioral alter required in contradicting
segregation, narrow mindedness, and all shapes of mishandle. The course covers laws related to
settlement, dower, marriage, child marriage, divorce, arrive, legacy, etc.

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Ultra-poor graduation:
The UPG program are the pioneers of the Graduation Approach, a universally perceived
demonstrate for its imaginative and all-encompassing arrangement to ultra-poverty. The
Graduation Approach could be a comprehensive, time-bound, coordinates and sequenced set of
mediations that aim to empower extraordinary and ultra-poor family units to realize key turning
points towards economical employments and financial strength, in arrange to advance along a
pathway out of extraordinary poverty.

Agriculture and food security:

Building frameworks of generation and distribution, offering quality seeds at reasonable costs and
creating superior trim assortments and hones. Developing and dispersing climate-smart rural
innovations, and creating markets utilizing an approach that empowers entrepreneurship and
supports the nation in getting to be self-sufficient in food production.

Water, sanitation and hygiene:

BRAC’s water, sanitation and cleanliness (WASH) program was at first pointed at accomplishing
the seventh thousand years improvement objective of dividing the number of individuals without
access to secure drinking water and essential sanitation. The program gives maintainable and
coordinates WASH services over half the nation, breaking the cycle of defilement caused by
unhygienic restrooms, sullied water, and unsafe cleanliness practices. Nowadays, the program
guarantees the supportability of these mediations by empowering community possession, creating
linkages with neighborhood governments, and empowering neighborhood entrepreneurs to supply
low-cost equipment. (BRAC: Creating opportunities for people to realise potential, 2020)

Gender justice and diversity:

BRAC’s coordinates sexual orientation transformative approach reinforces the voice, choice and
space for ladies and young ladies to combat violence and dispense with all shapes of sex
discrimination with the dynamic engagement of men and boys. BRAC works for changing socio-
cultural sex standards; building capacity of staff and partners; making a steady working
environment; pushing for gender balance and sexual orientation equity at all level through gender
mainstreaming.

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Organogram

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Aarong begins from the production of the distinctive items which are sold within the retail outlets.
There items are created beneath a establishment for generation and collecting. After collection of
the products, those arrive within the outlets so that buyer can buy the items from the retail outlets.
Typically, how they collect their item and offering of the item goes on. The operations within the
outlets are continuously done by the supervisors of the outlets. He is mindful for overseeing the
outlet inventories, item sells, client administrations, installment collections and personnel
management. Under Outlet director there are administrator who oversee the outlet’s execution and
report to the outlet supervisor and after that outlet chief are specifically capable to report the Chief
Cooperative Officer of Retail and Foundation for any kind of operation takes place. The
Organogram of the operation organize of outlets is given underneath:

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 PESTEL analysis

Political:
In our nation like Bangladesh, Political variables are approximately the level of government
intercedes in our economy. There's continuously government approach for specific segment like
garments or clothing. There is too impact in this clothing division since of political steadiness or
insecurity in our nation, in some cases because of insecurity their offers diminish. Aarong have an
outside outlet at London, there are a few remote trade arrangements, tax policy, exchange
confinements for trading. Aarong always favor to create their item by village individuals for the
most part women. In here, they need to consider labor law, environmental law, and so on. It is
justifiable from the list over that political components have an impact on an organization and most
critically how they do trade. By political understanding of Bangladesh government, Aarong is now
able to send out their item like ‘Nokshi Katha’, ‘Jamdani Saree’ in UK and USA. Aarong have to
be alter their current and expected future enactment agreeing to the government.

Economic factors:
Economic variables appear how an organization running trade additionally around benefit of an
organization which implies how productive an organization is. Components are counting –

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financial growth of the nation, intrigued rates, trade rates, inflation, unemployment rates,
expendable pay of customers, expendable salary of businesses and so on. Growth of our economy
is expanding over time which is useful for way of life retailer like Aarong. On adjacent to of that
Aarong inquire their client for tax through Vat with the genuine cost of the item because they
concentrate on financial factor. Economic factor is additionally almost the way individuals spend
their salaries, the quality of clients investing which make a expansive affect on B2C organizations
in specific like Aarong. (TARA –BRAC Bank, 2020)

Social factor:
Social factor is additionally known as socio-cultural variables which are include the shared
conviction and demeanors of the people. These components incorporate – populace statistic, age
conveyance, education level, career demeanors, alter in lifestyle and patterns and so on. Aarong
focuses more on the social figure and by concentrating on that, they totally center on their target
client and promoting procedures. our life fashion is changing, our request on an unused item is
additionally expanding, we adore to spend cash on something great. Based on this reality, Aarong
can effortlessly serve their target clients by presenting modern plans of clothing or handcraft and
so on. Aarong’s special item designs have brought shopper consideration back to creates and
materials indigenous.

Technological factor:
Technological variables are influencing businesses significantly, it appears how quick the
mechanical changes are happening and how it impacts the way of promoting an organization’s
items. In spite of the fact that Aarong’s retail outlets is prevalent that client cherish to purchase
their item from the outlet. But Aarong set up online shopping for conveying their item more to
their target client which makes competitive advantage among the competitors of Aarong by
making online shopping methodology. The site highlights items from all Aarong product lines.
Customers will be able to see the item and right away buy things at any time. It takes after social
media like Facebook, Instagram as well as electronic media for communicating with their target
client as well as for their limited time and promoting activities.

Environmental factor:
Aarong considers environmental factor vital since of the expanding deficiency of raw materials,
contamination targets, doing trade as an moral and feasible company. These are fair something
that organization are confronting inside this factor. When there's increasingly demand increase

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within the market, the products that client purchase ought to be sourced morally, and on the off
chance that conceivable, from a feasible source.

Legal factor:
Aarong continuously attempt to take after legal variables incorporate - wellbeing and safety, rise
to opportunities, promoting benchmarks, buyer rights and laws, product naming and product
security. It needs to be clear for organization like Aarong that they should know what is and what
isn't lawful in arrange to trade successfully. On the off chance that an organization exchanges
universally, this gets to be an awfully troublesome to get it right as each nation has its claim set of
rules and directions.

Hofstede’s Cultural dimension

Power Distance:
Bangladesh may be a high-power distance society where relationship between manager and worker
is categorized by high control distance. In a high-power distant society, the less capable
acknowledges the control distance as typical. In a huge control separate organization like Aarong,
lower level supervisor depends on the top-level supervisor and they as it were taken after the top-
level manager’s choices and imbalance is acknowledged as typical. As like in Aarong, Sales person
couldn’t take any decision and got to take after all rules and direction which is set by the upper
level supervisor. There's distinction in social status.

Uncertainty Avoidance:
Bangladesh positioned high in uncertainty evasion. High uncertainty evasion makes rules,
direction which implies take after formal rules and directions leads to more centralization and
formalization.

Collectivism and Individualism:

Bangladesh scored high in collectivism and exceptionally low in independence. In Bangladesh,
everybody like to work in a bunch instead of alone which make inspiration towards work.

Masculine and Feminine Norms:

In spite of the fact that Bangladesh positioned tolerably high in masculinity but In Aarong they
center on engaging destitute provincial ladies.

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 SWOT analysis

Strength Weakness

a. The organization has devoted workers. They a. Unstructured collection and

have talented laborers who produces 100% dissemination channels
neighborhood items from nearby raw materials. b. They charge exceptionally high cost.
b. Aarong has 20 outlets all over Bangladesh. That's why individuals don’t purchase
c. The administration group and workforce are too often.
exceptionally talented and energetic c. They don’t have any outlets exterior
d. It’s a nearby brand which are presently trading major cities.
exterior the country d. They have restricted budget in Investigate
e. The organization is eco-friendly creating crafted and Development.
works made from wastes. e. Their closing stock is lovely high.

Opportunities Threats

a. Aarong has capability to extend their business. a. Demand of crafted works is decreasing.
b. People have propensity to purchase nearby items b. They may begin cost war with
amid nearby occasions like International Mother competitors.
Language Day, Pohela Boishakh, Pohela Fagun, c. Increase of unused competitors.
Victory Day, Independence Day etc.
c. They can enter into collusion with numerous
little nearby rivals existing in Bangladesh.
d. With the assistance of advancement of
innovation, this organization can go for online
trade and domestic delivery services.
e. They can deliver diverse assortment of regular
products.

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Strength:
Aarong gives a wide range of administrations to its laborers and suppliers:

❖ Spot installment on item conveyance to empower effectiveness and productivity.

❖ Reach out to makers in inaccessible regions to guarantee reasonable esteem for their
efforts.
❖ Marketing communication and data for artisans.
❖ Advances against buy orders where necessary.
❖ Training & Instruction in abilities improvement to raise item quality and marketability.
❖ Product Plan and Support in Item Development.
❖ Quality Control to extend maker mindfulness of the significance of quality.

Handicrafts are generally characterized as “items made by hand‟, frequently with the utilize of
straightforward instruments, and are for the most part creative and for conventional in nature. They
are moreover protest of utility and question of beautification. A few common sorts of painstaking
work are Material based painstaking work, Clay, Metal, Jewelers, Woodwork, Stone Create, Glass
and Ceramic.

Weakness:
The collection and distribution channel of the organization isn't that much organized so that they
can get the items from the producer on time and it may make issue for them in future. If any maker
isn't able to form the item on time due to a few staff issue, at that point the company will also not
be able to convey their item on time. Typically a enormous issue and it happens most of the time
on conveyance.

Opportunities:
Nowadays, Aarong has developed into a flourishing venture displaying ethnic wear to excellent
makes from hand-woven silks, cotton, conclusion to earthenware, bamboo, jute, brass, leather and
much more. From a little activity to secure the intrigued of a rustic community, Aarong has
developed into one of Bangladesh’s greatest retail chains, with 13 stores spread over the major
metropolitan zones of the nation – in Dhaka, Comilla, Khulna, Sylhet, Narayangonj and
Chittagong. To compliment brick and mortar operations, an e-commerce site has propelled to reach
worldwide markets. Aarong benefits hundreds of thousands more individuals as well as gives a
benefit to consumers.

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Threats:
Aarong doesn’t have any huge competitors right presently. But they have a few little competitors
like Anjans, Rina Latif, Jattra, Kay Kraft, Khubsurti, Deshal,OZ, Rang and a few other Boutiques
set up at Banani 11, who are taking their 32% client and expanding in a moderate rate.

BCG-Matrix analysis model

Relative market Share

High Low

Panjabee Moslin wear Saree

Peal Ornaments Pant
Salowar Designer wear Saree
Dupatta
High Kamiz
Cotton Saree
Market Growth
Bed Cover
Rate
Tops
Silver Ornaments
(Star) (Question Mark)

Herbal Products Wood Item

Dry Flower Ceramic Item
Low Candle Items Pottery Item
(Cash Cow) (Dog)

Stars:
Stars control high development businesses and keep high advertise share. They are the essential
segment of Aarong. Panjabee, Peal Ornaments, Salwar, Dupatta, Kamiz, Cotton Saree, Bed Cover,

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Tops, Silver Ornaments are in underneath of Stars in BCG framework. This implies that these
items have tall development and tall showcase share. Aarong have 80% market share within the
items of Star. Individuals purchase these items more than other items.

Questions Mark:
Questions Mark control high market development but keep low advertise share. Moslin wear
Saree, Architect wear Saree and Gasp are the items that's beneath on Questions Mark. Which
means individuals need to induce these items but less. Aarong have 10% market share within the
items of Questions Mark. Individuals purchase these items less since of tall cost, but every so often
numerous individual purchase these items.

Cash Cow:
Cash cow control low advertise development but keep high market share. Home grown Items,
Candle Things, Dry Blossom are the items those are beneath by Cash Cow. Which means these
items have high market share, but individuals don’t more often than not but these items. Aarong
have 7% market share within the items of Cash Cow. Individuals purchase these items habitually.

Dog:
Dog control low market development with low market share. Wood thing, Ceramic thing are the
items those individuals don’t need to purchase items without reason. Aarong have 3% market share
within the items of Dog. Individuals purchase these items when they have extraordinary need.

Porter’s five forces model

These are five competitive forces and based on these five forces director of Aarong can think
almost the key plan for Aarong. Theses investigation makes a difference director to know almost
the current circumstance of competitors and based on these they rebuild their arrange for
development and attempt to preserve the Entire Quality Administration handle to hold the
circumstance.

Threat of New Entrants:

The productivity of Aarong is so high and these high sums of benefit are pulling in unused business
firms. In our nation, these days the entry boundary for comparable industry is low and individuals
are curious about doing businesses. Individuals do their ponder on this particular section and do
inquire about on this. Agreeing to study Aarong's 60% clients say that the cost is high and for these

18
60% client, modern industry can make a ground which fulfills their request. So, danger of unused
participants is high for Aarong. But Aarong’s position past nearly all other design industries so the
entry level industry will not be able to deliver a enormous danger for Aarong as Aarong supervisor
too rebuild their industry plan with time to progress the quality. Aarong’s chief continuously take
note and inquire about around their market and have a information that which business in which
position so that risk ended up less for Aarong.

Threat of Substitutes:
There are so many substitutes of Aarong items. Threats of substitutes are high for Aarong since
usually a worldwide period and the sum of substitute for any item is accessible to everybody in all
over. Substitute items are not the same items from diverse company or industry but the item that
fulfill the same require. So Aarong director must know that in case individuals don’t purchase any
item from Aarong at that point they have so numerous other alternatives. Like on the off chance
that somebody doesn’t like Taaga’s ‘kurti’ at that point she may go for other sorts of dresses like
western and so on. Choices of substitutes are numerous so that risk of substitutes for Aarong is
additionally high. Particularly when considering approximately conventional products of Aarong
at that point there are so numerous things to consider as a substitute. So Aarong’s supervisors
attempt to maintain a strategic distance from these threats through their ceaseless advancement
prepare, development of product line and holding the quality so that customer doesn’t feel the
requirements of substitute products.

Bargaining Power of Buyer:

These days same categories of items are so numerous and there are numerous other competitors
who are giving the opportunity to their buyer for bargaining. The bargaining control of buyer is
high at display. Shoppers are more capable for the competitive market. Aarong’s competitors like
Taaga’s competitors are Styleshell and Yellow and for other parts the competitors are Banglar
Mela, Nabarupa, Anjons and Shawdesh. These competitors are making the bartering ground for
their buyer. In case Aarong isn't offering the quality items to its client at a great cost at that point
client will not purchase the item. So the supervisors continuously keep that in mind and attempt to
preserve a items price and quality. Bartering control of buyer isn't that high to comparing Aarong’s
competitors but considering approximately in general market, it’s clearly high these days.

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Bargaining Power of Supplier:
For Aarong, bargaining control of supplier is low. Aarong works beneath BRAC, which started
tests with creates delivered by rural destitute women so that destitute individuals get a work. This
activity action made a positive locate among providers and Aarong chooses so numerous places
where crude materials and provider work for Aarong at an awfully cheap rate as providers don't
have any thought around the ultimate presentation of the item. Here providers are more in number
and they are cheerful with what they get. Moreover, the crude materials are inborn and all from
Bangladeshi provincial and sub-urban region. The number of components and providers are not
constrained and for this reason directors claim that the bargaining control for Aarong’s provider is
low.

Competitive Rivalry:
As Aarong has 96% of nearby market scope and as a to begin with mover, Aarong is presently the
advertise pioneer in our nation. Showcase Concentrated of competitive rivalry for Aarong is high
but supervisors accept that Aarong have its competitive advantage which separates Aarong from
its competitor. As Aarong is the primary industry in Bangladesh which came up with the test of
craft and their provider and maker are exceptionally destitute individuals from diverse places of
our nation, so people or client includes a great impression approximately Aarong than its
competitive contention. Among these businesses Aarong working as a market pioneer and their
competitive rivalry status is moderate. Aarong attempt to renovate our culture and give a modern
shape to our conventional one additionally attempts to preserve the highest quality. So the current
contention rate may not that high for Aarong as their managers’ point of see. Instead of
considering, Aarong supervisors continuously attempt to analyze their primary competitive
contention situation. (Tanjila, 2020)

Team and communication

Work bunches inside companies is exceptionally much imperative for a company thus Aarong
could be a huge company with parts of disseminates and outlets. Work groups or team moreover
called assignment forces, are groups of workers brought together to achieve a particular
assignment. The assignment regularly includes analyzing an issue, defining an arrangement and
making a proposal to the company’s administration, counting the proprietor of the small business.
Work groups’ endeavors can result in improving company operations additionally advantage the
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representatives who take part within the bunches. For numerous reason group and communication
is one of the bases of a company administration.

Consensus Opinion:
The work gather ought to have a free and open trade of ideas and sees as the venture moves
forward. At first there may be critical difference around the course of activity that ought to be
suggested by the group.

Sense of Urgency:
The exceptionally truth that the commerce proprietor has called the work group together makes an
understanding among the group individuals that the extend is imperative to the company’ success.
They will have a sense of criticalness to complete the extend on plan and put forward a greatest
exertion.

Foster Lines of Communication:

Indeed, in small or enormous companies there are common boundaries between offices. People
from the accounting division for illustration may not frequently communicate with those within
the deals department. Work bunches permit these boundaries to be broken down and a soul of
collaboration over divisions is cultivated.

Group Communication may be an exceptionally imperative portion of any organization. It takes

put among trade entities, inside markets, different bunches of representatives, buyers and dealers,
service suppliers and clients, deals individual and planned buyers, and inside the organization.
There are parts of shape of communication in a company. Communication can be Inner, Outside,
Upward, Descending, Formal, Casual, Sidelong, Intuitively, Mass or Grapevine. (Chowdhury,
2020)

Based of analyzed Aarong take after Upward communication framework. Expansive organizations
have diverse progressive levels or tiers.Aarong could be a People-oriented organizations have
typically a 3-tier or a 4-tier structure. The method of communication to be total and viable, ought
to include all these levels and tiers. Upward communication is one which moves upward from foot
to best levels within the chain of command. Any communication that moves from representatives
to bosses, administrators to supervisors, supervisors to administrators, territorial chief to common
chief and so on, may be categorized as upward communication. So also, communication from
branches to territorial workplaces, territorial workplaces to zonal workplaces, zonal workplaces to

21
head office is alluded to as upward communication. Representative proposals, advertise reports,
execution reports, criticism on new items and demands for offices or informational are all
illustrations of upward communication within the organizational setting and Aarong take after the
same.

Motivation

Aarong utilize Expectancy theory as inspiration procedure in their organization. Hope Theory
recommends that people will choose how to carry on depending upon the comes about they
anticipate since of their conduct. As such, we select what to do subordinate on what we expect that
the result ought to be. At work, it may be that we work longer hours since we anticipate a
remuneration rise. Aarong employments it for the most part on their inspiration components. And
they motivate workers by nonmonetary way. On the off chance that they perform exceptionally
well, their chief propels them fair saying "Thank you". (Choudhury, 2020)

Value Awareness Session:

Usually where the values of BRAC and Aarong are shared and talked around with the
representatives. This session is same for all measurements of representatives and each one of the
branches of workers.

Career counseling:
Typically suited for all representatives. The workers who require the career counseling who ought
to take course of action to urge beside the concerned person(s) of HRD (on the off chance that they
are interior Dhaka) and through phone (for workers who are exterior Dhaka).

Training:
Training with the ordinary topic is given to all representatives. Preparing in addition revamped
subordinate with respect to the matter, division, measurements of representatives, and so forward.
For occasion, helpers‟ preparing was given to the associates of the focal store and planning store
and within the preparing they were passed on approximately the affiliation and its related
information, correspondence and bunch holding. Another demonstrate is the client advantage
preparing given to the Deals Partners at Aarong outlets.

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Reward System:
Aarong has an unprecedented remunerate framework - "Staff of the Month" and "Staff of the Year"
for the representatives of its outlets.

Picnic:
Aarong organizes annually outing for the larger part of its workers. The outing is held interior or
exterior Dhaka subordinate on their booking of the range.

Employee orientation:
At anything point another representative joins the affiliation, they are given an introduction to
acclimate them with the affiliation, its vision, mission, values and works out.

Newsletter:
This is often a quarterly conveyed bulletin by the affiliation for its workers.

Living the Dream:

In this program, workers are lined up with the vision, mission and values of the affiliation so all
representatives share comparative thoughts in respects to their affiliation.

Informal meeting:
Aarong a few of the time coordinate casual gatherings with the workers of different divisions
where they can share their thoughts and bosses become familiar with where headway and thought
are required for the change of the workers.

Health awareness session:

This session to boot open for each one of the representatives of Aarong.

Meditation:
This program is open for each one of the representatives of Aarong.

Exposure Trip:
Presentation trip is given on the Ayesha Abed Establishment (AAF) to the modern workers who
connect the affiliation and to ancient representatives who never went on the trip. Be that because
it may, this trip is as of no longer gave to workers who are accomplices or collaborators.

"Amader Aalap":
This is often a talk for female workers where they can conversation up with regard to issues
concerning them or the affiliation.

23
 Leadership

Aarong is exceptionally well-known organization. Without their leading groups, they don’t do
great trade within the market. Their good leader continuously tries to create Aarong way better.
Aarong’s HR Supervisor takes after value-based administration hypothesis. Value-based authority
incorporates influencing and planning supporters essentially through talking to their exceptionally
possess personal obligation. The escalated of transactional pioneers begins from their formal
expert and commitment within the affiliation. The basic objective of the devotee is to comply with
the rules of the pioneer. The fashion can moreover be referenced as a 'telling style'. Aarong
encompasses a Human Resource division comprising of qualified, potential and submitted staff is
settled to achieve the association's objective and to work effectively. The inspiration behind
Human Resource Division is to provide wide effort to ensure that the staffs are honestly assessed
and moreover to allow due organizations. (Khan, 2020)

Aarong has its exceptionally claim in-house enrollment and choice group for completing whole
enrollment and assurance handle. Aarong has isolated Preparing and Improvement Division that
moreover expect a basic work within the choice strategy. The point of the arrangement and
frameworks is to assist the enrollment and choice of agents having the vital capacities, abilities,
capability and aptitudes to contribute suitably to Aarong. Aarong HR supervisor by and by control
representative choice and others after taking after value-based technique. In this procedure,
Enrollment and Choice bunch is in charge of selecting each one of the five sorts. (Jahan, 2020)

Controlling

The HRM division of Aarong encompasses a plan to achieve the objective and for fulfilling the
goal, they check and screen the exercises of all representatives and control the in general action.
The HRM division head keep up a great relationship with all the workers. The administration group
and workforce of Aarong attempt to take after a prepare to control. Aarong's HR division is
decentralized but each supervisor attempt to control their all worker in a same way. They have 653
item houses. The whole labor of Aarong is 65000 which are very expansive. They have their
common rule from the head divisions to maintaining the controlling prepare. To begin with of all
they degree the execution of the worker for a certain period. There's a standard as of now set for

24
the execution and it's changed for distinctive categories of workers. Directors compare the standard
and the genuine execution from their office and at long last take activity to control them. In case
the execution of their representative is very same at that point they do nothing but in the event that
the alter is colossal at that point director go for compensate or discipline framework. In Aarong
70% clients are returning and 30% are regular. To extend their returning client they ought to keep
up a strict policy. As Aarong workers are exceptionally gifted and prepared so controlling handle
isn't exceptionally troublesome for directors. Communication prepare through directors to its
subordinate is nice moreover. The given benchmark for their representative is accomplishable.

Management Issue

This is often another vital part for the supervisors and in some cases, directors have to be
considered so many diverse circumstances whereas working. Management division got to direct
the in general framework and have to be discover the issues. The wants ought to discover out and
maintain a strategic distance from the superfluous things. Aarong's administration offices confront
difficult circumstances and attempt to settle them in an awfully straightforward way. In events
particularly in Eid administration issues happen since of the gathering of as well much clients. To
illuminate these issues Aarong enlists modern portion time representatives at that time. Another
conflict happens that time. New employees are not that prepared as other full-time representatives.
So, administration division ought to have a group to prepare these portion time representatives in
a brief time to oversee the struggle. Administration division must be exceptionally cautious almost
each worker to create beyond any doubt distant better; a much better; a higher; a stronger; an
improved" an improved benefit continuously. (Munia, 2020)

Conclusion
From the most punctual starting point, Aarong could be a sensible trade association committed to
attain positive changes within the lives of troubled expert and underprivileged common women by
resuscitating and progressing their capacities and craft. Interfacing with weavers, potters, brass
specialists, jewelers, jute specialists, basket weavers, wood carvers, calfskin specialists and that's
fair the starting, Aarong handles and bolsters a distinctive depiction of 65,000 craftsmans, 85% of
whom are women. Nowadays, Aarong has turned into the foundation whereupon free agreeable

25
social occasions and family-based craftsmans publicize their craft, with a conclusion objective to
position the country's craftsmanship industry on a world arrange of gratefulness and assertion.

After making this project and knowing almost the different speculations, we learned a few things.
These are:

Process to form BCG framework for a company

Implement inspiration, leadership theory in a company
Apply social measurement in a company
Finding five forces demonstrate, PESTLE, HRM procedures etc. in a company
Finding administration issues of a company

26
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Appendix

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