IIUC Business Review

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Author: search.filters.author.Karim, Mohammed ShamsulSubject: search.filters.subject.MNC

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    Performance Measurement of Distribution Management System: A Case Study on Unilever (BD) Ltd.
    (CRP, International Islamic University Chittagong, 2007-08) Mawla, Masrurul; Karim, Mohammed Shamsul; Rabbi, Mohammed Yasir
    The purpose of business is to create and retain customer. But, the question is how? While business thinks in terms of products and derived values, customer is looking to meet their needs. Among the customers' need factors, getting the right product at the right time in the right place is one of the basic needs. In a sellers market like Bangladesh, it is difficult for the companies to develop competitiveness in distribution to provide products as per customers needs considering the customers different buying tendency. The success of a distribution system depends on the meeting of customers' time and place utility effectively. In an underdeveloped infrastructural conditions meeting all these are very difficult task. Unilever (BD) Ltd is the best known for its wide array of product portfolio and strong distribution system of consumer goods. Considering this, the study has been conducted to understand the performance Of Unilever ill distribution. For this purpose, Craven's model has been followed. The study identified that Unilever was meeting seventy percent of the place and time related utility. This study will help the business theoreticians to understand the distribution need in a developing country and will help to develop a comprehensive structure of distribution. The study will also help the companies operating in a developing country to develop their distribution system
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    Impact of Cultural Adaptation on Sales Performance: A Comparative Study on Marketing Practices of Multinational and Local Pharmaceutical Companies in Bangladesh
    (CRP, International Islamic University Chittagong, 2014-06) Rabbi, Mohammed Yasir; Karim, Mohammed Shamsul
    Culture has been an influential force to affect the performance of an organizational activity including sales. Cultural differences impede the harmonization and replication of marketing mix elements for sales performance. So, understanding and adapting to the culture and cultural differences play pivotal role for success by the MNCs. There are several multinational pharmaceutical firms that have been operating in Bangladesh for the last three decades. But their sales performance are not expectedly growing as per the sales growth rate of local firms in Bangladesh. This research has been taken to identify the cultural adaptation inmarketing practices in host country considering both home and host country culture of MNCs. To identify the cultural consideration and adaptation, the marketing practices of two local companies and one MNC operating in Bangladesh have been studied using the Hofsted's cultural dimensions and rankings (Hofstede, 1991) on the basis of cultural analysis since these dimensions were identified as the most widely accepted (Sondergaard, 1994) framework to know the cultural context of countries. The findings of the study revealed that the failure in successful adaptation or partial adaptation of marketing mix elements is responsible for poor sales performance of multinational pharmaceutical firms in Bangladesh. The study identified the effect of cultural congruency in marketing mix on sales performance of local firms.