Merchandising Process of Chittagong Asian Apparels Limited

Abstract

This study presents a comprehensive examination of the merchandising process at Chittagong Asian Apparels Limited (CAAL), derived from a three-month internship undertaken as a component of the BBA curriculum. The research employs primary data obtained through direct observation and engagement within this organization. Alongside secondary data derived from company papers and scholarly sources.

The principal findings reveal that CAAL possesses a strong and efficient merchandising structure that is pivotal to its performance in the competitive Ready-Made Garment (RMG) sector. The company's strengths include its efficient order administration, robust buyer relationships, dedication to quality, and well-coordinated production oversight. Nonetheless, issues including dependence on a restricted number of principal purchasers and reliance on imported raw materials were recognized.

In light of these findings, the paper advocates various strategic enhancements. This includes the deployment of a comprehensive Enterprise Resource Planning (ERP) system to improve workflow transparency, the diversification of buyer and supplier networks to reduce risk, and the enhancement of cross-functional coordination to increase operational efficiency. Additional recommendations emphasize the adoption of digital transformation via artificial intelligence and data analytics to sustain a competitive advantage.

This research underscores the essential function of merchandising at CAAL and presents pragmatic ideas to tackle current issues and capitalize on prospects, thereby ensuring the company's continued growth and market dominance.