An analyses of Sales Strategies of ACI Limited – An Internship Perspective

Abstract

This report is based on my four-month internship experience at ACI Group, which began on March 5, 2025, and concluded on July 25, 2025. During this time, I worked closely with the sales team, observed operations, and got practical experience with planning, reporting, and team collaboration. I also learned about data tools and softwares necessary to sustain work protocols. The primary goal of this report is to show how ACI develops, manages, and improves their sales strategy. ACI is one of the largest and diversified companies in Bangladesh. From consumer products, pharmaceuticals, agriculture, to retail (Shwapno), the company operates in many sectors. What I found most impressive is the diverse distribution system of ACI. Every product, market, and type of customer has their methods of distribution. Rather than just push products, they understand people, psychology, regional needs, and then plan accordingly. Another intriguing fact is how they get their products everywhere. ACI uses a very advanced distribution system that includes layers of dealers, stock points, delivery vans, and its retail chain, Shwapno. It is impressive how they reach over 100,000 retail points, including remote villages. Also, their delivery system handles everything from regular items to cold-storage items. Another interesting aspect was their efficiency in utilizing data. Their field staff and managers use digital tools and dashboards to track everything that relates to sales, orders, performance, and even feedback. It’s all very active and responsive. This allows them to do their work accurately and expeditiously. It also helps them forecast demands and avoid wastage. If sales are low in one area, they shift products to another. It is also very fascinating how important training and teamwork are. Every person, including interns like me, gets proper training. Teams are organized based on product type. Every few months, they review their sales plans, fix what’s not working, and improvise with the feedback gained from the field data. ACI also prioritizes brand promotion through TV ads, social media, and store campaigns. In the end, this internship taught me a significant side of business on how a big company runs things smoothly and adapts to challenges. Also, how it values customers according to their needs. It helped me connect what I have learned in class to what happens in the field. I saw how sales strategy is a full system that includes people, tools, feedback, and constant learning. I am proud to have been part of this compelling system.