Cosmetics department and positions of Shwapno in the market of Bangladesh

Abstract

Shwapno is a part of ACI Logistics. The ultimate objective of Shwapno is to ensure access to a broader range of people of Bangladesh. It has a special focus to serve the different income group of the country by providing services that are convenient, affordable and reliable. This report mainly focuses on the retailer business as a whole and Shwapno place in this competitive industry. Through the report I have tried to do a comparison between Shwapno and Agora and find out the competitive advantages of each of the company. In the end, I have suggested some recommendation that Shwapno can implement to maintain their competitive advantage be a market leader in the industry.. The report is containing a comparison between Shwapno and Agora in terms of their branding. There the comparison based on visibility level, area covered by the company and other branding issue. The report also portrays the industry through Porters’ Five forces model. The state of the industry is best portrayed through the model. The threat of new entrants is low due to the shortage in spectrum and bargaining power of suppliers is also low. If one studies the comparative analysis of the market, it can be seen that Shwapno has already built brand equity among its customer. Thus far, it has been able to hold on to its leadership without doing much.