Singer Bangladesh Ltd.

Singer Bangladesh Limited is a subsidiary of The Singer Bhold B.V.

1st Fl., 39 Dilkusha, Dhaka, 1212, Bangladesh ()880 02 913 2202, 880 02 885 7624 fax, http://www.singerbd.com

Chapter 1: Company Profile

Year of Establishment:

► Singer Bangladesh started its journey as a private limited company in 1979

► Singer Bangladesh Limited was converted into a public limited company in 1983

► Direct subsidiary of The Singer Bhold B.V., The Netherlands since 2003

► Shares of the company are publicly traded in DSE and CSE

Industry Singer Belongs to:

Sewing machines are SINGER’S core business but the Management realized that this product

alone could not substantiate growth for longer periods. This diversification into consumer

durables has continued unabated. At different times SINGER has introduced Color Televisions,

Fans, Washing Machines, Irons, Microwave Ovens, Rice Cookers, Audio Products, Air

Conditioners, Motorcycles, Instant Power supply, DVD Players, Room Heaters, Kitchen

Appliances, Netbook, Laptop, Desktop Computers, Generators, Blue Ray DVD Players,

LCD/LED TV and 3D Television. SINGER, as part of its diversification program, ventured into

the manufacturing and marketing of household and industrial cables in 2006 with the promise to

“Safety You Can Trust”.

Around 300 dealers are located across the country to make Consumer Electronics & Home

Appliances of SINGER and other brands, SINGER Cables and Sewing Machines available to

more consumers.

Company Briefing:

The SINGER saga began in 1851, when Sir Isaac Merritt Singer with US$ 40 in borrowed

capital began to manufacture and sell a machine to automate and assist in the making of clothing.

In 1876, SINGER became the first multinational industrial company as it began manufacturing

sewing machines in Glasgow, Scotland. By 1880 world sales had reached 250,000 units.

Additional factories were established in New Jersey, and one of the best-known emblems- the

RED S Girl Trademark-was developed. The singer Building at 149 Broadway in New York was

opened and became the headquarter of Singer for the next 54 years Singer introduced electronics,

home appliances, and other consumer durables especially in the Asia Pacific Rim, Latin America

and the Caribbean. Today Singer is a household name throughout the world for a wide range of

products for the home. The first operation of Singer began in 1905. Later, in 1920, two shops

were set up in Dhaka and Chittagong. After the emergence of Bangladesh on December 16,

1971, the East Pakistan Branch Office was elevated to a country Office and the Sewing

Machines were made available from different Singer overseas sources. The number of shops was

squeezed to only 23 because of low volume of business. In 1983 the company was listed with

Dhaka Stock Exchange (DSE) and offered 20% of its total capitalization In 2001, it was also

listed with the Chittagong Stock Exchange (CSE). Although sewing machines are SINGER’S

core business but the Management realized that this product alone could not substantiate growth

for longer periods. This diversification into consumer durables has continued unabated. At

different times SINGER has introduced Color Televisions, Fans, Washing Machines, Irons,

Microwave Ovens, Rice Cookers, Audio Products, Air Conditioners, Motorcycles, Instant Power

supply, DVD Players, Room Heaters, Kitchen Appliances, Netbook, Laptop, Desktop

Computers, Generators, Blue Ray DVD Players, LCD/LED TV and 3D Television. SINGER, as

part of its diversification program, ventured into the manufacturing and marketing of household

and industrial cables in 2006 with the promise to “Safety You Can Trust”.

Gradual transformation of SINGER Shops into Singer Plus was adapted in 2006 as part of its

multi-branding strategy. The main focus of this strategy is to make available varied world

famous brands under the same product category for providing customers a variety of choice

under the same roof. As such SINGER Plus Shops now offers world famous brands like

Samsung, Haier, Singtech, Whirlpool, Toshiba, Moulinex, Sebec, Tefal, Prestige, PureIt

alongside with SINGER.

Core Values:

Integrity

We conduct ourselves with honesty and integrity, recognizing that upholding the customer's trust

requires the highest standards of moral and ethical conduct.

Quality

We achieve excellence through the ongoing development of our competencies and continuous

quality improvement in all our processes. In particular, we recognize the value and importance of

forecasting in reaching quality and timely decisions.

Teamwork

Everyone's contribution is important. Working together, we place the mission of IC Trends first

and align our efforts toward that end. We conduct ourselves in accordance with the principles of

consultative and participative decision-making.

Communication

We communicate information, ideas, decisions, and provide feedback, internally and external to

the organization, in a candid, timely, constructive, and clear manner.

Equity

We treat our customers and each other with fairness, courtesy, respect and compassion while

fostering an atmosphere of mutual trust.

Diversity

We promote workforce diversity to strengthen and enrich the company.

Innovation

We apply new concepts, ideas, and creative approaches to improve current operations and to

meet the challenges of the future.

Quality of Work Life

We create and use programs that enhance the quality of the work place to improve our ability to

carry out the mission of the organization.

Provide Amazing Service

We are proud to operate a customer-centric company where the relationship with our customers

is our number one priority. We think anything worth doing, is worth doing well. We strive to

exceed the expectations of every customer before, during and after the sale. We go above and

beyond the average level of service to create customer amazement and strong connections with

our customers.

Make a Commitment to Improvement

Because of our entrepreneurial spirit we never accept or become comfortable with the status quo,

but are always thinking of ways to improve. Without change, we cannot continue to provide the

amazing service that is the Singer Family trademark. Sharing of ideas and respecting different

perspectives is important to maximizing improvement.

Embrace a Strong Work Ethic

In Singer Bangladesh people do not have "jobs", they have responsibilities. Personal

accountability is expected so that each person contributes his or her very best. Attitude,

Character and Enthusiasm (ACE) is our daily reminder to approach each day with integrity in

order to produce our finest work.

Build a Family Spirit

Our honesty and integrity with one another other leads to strong relationships that produce the

strongest work. We can use these solid relationships to accomplish so much more than we could

otherwise. We encourage consultation, collaboration and participation at all levels of the

organization. We are in this together and no matter the situation, we are always respectful to one

another.

Have Fun at Work

We love to celebrate our individual and team accomplishments, both large and small. We have a

sense of humor and we know that it's good to laugh at ourselves every once in a while. We are

proud of our employee happiness and are always looking for a chance to fully engage in our

work and bring out the fun in it.

Management Hierarchy:

Board of Directors

Chairman

Mahbub Jamil

Managing Director

A. M. Hamim Rahmatullah

Director Akhtar Imam

C. K. Hyder

Gavin J. Walker

SajidurRahman Khan

Gelmart M. Gellecanao

Mohammad Sanaullah

AkramUddin Ahmed

Company Secretary

Mohammad Sanaullah

Audit Committee C. K. Hyder (Chairman)

Akhtar Imam

A. M. Hamim Rahmatullah

Remuneration Committee C. K. Hyder (Chairman)

Akhtar Imam

Gavin J. Walker

Nomination Committee Gavin J. Walker (Chairman)

Akhtar Imam

C. K. Hyder

Management Committee A. M. Hamim Rahmatullah (Chairman)

Mokbul Ahmed (Member Secretary)

SajidurRahman Khan

Mohammad Sanaullah

AkramUddin Ahmed

TanyeemQuarrar

Mokbulla Huda Chowdhury

Md. AshgarHossain

KaziRafiqul Islam

M. M. Ferdous

Abu Zafar Md. Kibria

Chief Financial Officer AkramUddin Ahmed

Internal Audit Manager Abu Zafor Md. Kibria

Auditors Rahman Rahman Huq

Chartered Accountants

Legal Adviser A. Imam and Associates

Baristers& Advocates

Bankers Citibank N.A.

Trust Bank Ltd.

Pubali Bank Ltd.

Dhaka Bank Ltd.

Bank Alfalah Ltd.

Eastern Bank Ltd.

Mutual Trust Bank Ltd.

Commercial Bank of Ceylon Plc.

The City Bank Ltd.

Registered Office 39 Dilkusha Commercial Area

Dhaka-1000

Corporate Office 5B, Road No. -126

Gulshan-1, Dhaka-1212

Audit and Wholesale Office Wahab Complex, 55 Zoar Sahara

Nikunja-2, Dhaka-1219

Singer Manufacturing Complex (SMC) Rajfulbaria, Jhamur, Savar, Dhaka-134

Products:

Air Conditioner

Computer

DVD/Blu Ray Player

Electric Kettle

Fan

Freezer

Fridge

Gas Burner

IPS

Iron

Kitchen Appliances

LED/LCD Television

Microwave Oven

Motor Cycle

Rice Cooker

Sewing Machine

Singer Cables

Television

Washing Machine

Water Heater

Water Purifier

Service:

Hire Purchase

Extended Warranty

After Sales Service

Singer Sewing Academy

BillPay

FlexiLoad

Customer Protection Plan

Customer Loyalty Programme

Call Center

InstaBuy

Target market of Singer Bangladesh:

Amplifier

Blank Records & Tapes

Cables

Camera Accessories

Car Audio

Car Communications

Car Reversing Aid

Card Readers

Cassette Recorder & Player

CD Player

Chargers

Consumer Electronics Stocks

Digital Batteries

Digital Cameras

Digital Voice Recorder

DVD, VCD Player

Earphone & Headphone

Film Cameras

Handheld Video Games

HDD Players

Home Audio & Video Parts & Accessories

Home Theatre System

Karaoke Player

Memory Cards

Microphone

MP3 & MP4 Accessories

MP3 Players

MP4 Players

Navigation & GPS

Other Auto Electronics

Other Consumer Electronics

Other Home Audio & Video Equipment

Quran Players

Radio

MANAGEMENT PHILOSOPHY

To work for the betterment of society

VISION

To be the most admired and respected family company in the country

MISSION

To improve the quality of life of the people by providing comforts and conveniences

at affordable prices

VALUE STATEMENT

Consumers

To live up to the expectation of a responsible organization by contributing towards the

improvement in the Quality of life of our customers through outstanding product and services

Employees

To respect each other as individuals and encourage cross functional teamwork while providing

opportunities for career development.

Shareholders

To provide reasonable return to shareholders while safeguarding their investment.

Suppliers

To develop our suppliers as partners in progress and share our growth with them.

Competitors

To respect our competitors and recognize their contribution to market value.

Community

To conduct our business by conforming to the ethics of our country and share the social

responsibility of the less fortunate.

OBJECTIVES

To be the market leader in our product range and market segment.

To provide consumers with the best services and shopping experience.

To provide consumers with products of latest technology.

To develop our employees to achieve their real potential.

To provide our shareholders with steady asset growth and return on investment above our

industry norm.

To grow our revenue and profits at a rate above the industry norm.

Singer Bangladesh Goals:

Singer Bangladesh want to be the best company who serve quality product and service to

family of the whole world. The major outcome of strategic road-mapping and strategic

planning, after gathering all necessary information, is the setting of goals for the organization

based on its vision and mission statement. A goal is a long-range aim for a specific period. It

must be specific and realistic. Long-range goals set through strategic planning are translated

into activities that will ensure reaching the goal through operational planning.

Strengths, Weaknesses, Opportunities and Threats (SWOT)

“SWOT is an acronym for the internal Strengths and Weaknesses of a firm and the

environmental Opportunities and Threats facing that firm. SWOT analysis is a widely used

technique through which managers create a quick overview of a company’s strategic situation.

The technique is based on the assumption that an effective strategy derives from a sound “fit”

between a firm’s internal resources (strengths and weaknesses) and its external situation

(opportunities and threats). A good fit maximizes a firm’s strengths and opportunities and

minimizes its weaknesses and threats. Accurately applied, this simple assumption has powerful

implications for the design of a successful strategy.”

Singer Bangladesh Company SWOT analysis:

Location of Factor TYPE OF FACTOR

Favorable Unfavorable

Internal Strengths

Robust top line growth

Strong market position

Diversified business

portfolio

Weaknesses

Fluctuating operating

and net profits

External Opportunities

Positive outlook for

semiconductors

Increasing mobile phone

sales

Growing Rural market

Threats

Increasing raw material

prices

Intense competition

Government

regulations