Internship Report on STATA IT LIMITED

Submitted By:
Name: Shadman Mujtahid Radh

ID: 1812200030

Course Code: BUS 498.44

Submitted to:

Dr. AKM Waresul Karim

Professor, Department of Accounting and Finance

North South University

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 Letter of Submission

20th November 2023

Dr. AKM Waresul Karim

Professor

Department of Accounting and Finance

North South University (NSU)

Subject: Submission of Internship Report.

Dear Sir,

I would like to express my gratitude for all your support and guidance that helped me in creating
and completing this report. It would not have been possible without all your help and
recommendations.

This report contains the working procedure development of a Marketing Intern, where I gained
valuable working experience in the corporate world. The report contains relevant information
that I have collected from various authentic sources to make this report useful and significant for
the company. And through preparing this report, I have gained massive practical knowledge and
analyzed my experience which will definitely help me grow and develop.

I, therefore, would really be grateful if you share your thoughts and views and your remarks on
this report. I hope that you would be kind enough to accept this report. I am truly grateful for
your patience and all your help.

Yours Sincerely,

Shadman Mujtahid Radh

ID: 1812200030

BBA- Marketing, North South University

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 Acknowledgement

The internship period from August 2023 to October 2023 has been a great experience and I am
extremely grateful for all the support and guidance I have received from both my internal
supervisor Dr. AKM Waresul Karim sir, Professor, NSU and external supervisor Mr. Yeasin
Arafat, HR Manager, STATA IT LTD throughout the entire journey in collecting data and
compiling all the information into a complete report. I have also received a lot of help from my
other supervisor Mr. Abrar Haq, Operations Manager, STATA IT LTD who has guided me
through all my activities and instructed me into learning all about my work. And in preparing this
report, I have received many suggestions and tips that helped me in making this report of high
quality and greatly reliable. All my supervisors carefully reviewed and analyzed my report in
order to recommend changes that I used and took into consideration in restructuring and
recreating my report, giving my report the best of results and making it very informative and
helpful.

I take great privilege in thanking all my supervisors and many other people with whom I had the
opportunity to work. Everyone was extremely helpful and without them, the completion of this
report would not have been possible.

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 Table of Contents
Executive Summary ........................................................................................................... 7

Chapter-1............................................................................................................................ 8

1.1 Company Profile ..................................................................................................... 9

1.1.1 Brief History of STATA IT LTD.................................................................................. 9

1.1.2 The Main Activity of STATA IT LTD ......................................................................... 9

1.1.3 Organizational Structure ......................................................................................... 10

1.1.4 Other interesting things about the organization/company to be delivered ............. 12

1.1.5 Mission, Vision and Objective. ................................................................................ 13

1.1.6 Corporate Divisions/Departments etc. ................................................................... 13

1.2 Details of the Product lines or Services ................................................................. 14

1.3 Operational Details in a flowchart ........................................................................ 16

1.4 Philanthropic Activities (CSR) ............................................................................... 17

Chapter-2.......................................................................................................................... 19

2.1.1 Getting into STATA ................................................................................................. 19

2.1.2 Job Responsibilities ................................................................................................ 19

2.1.3 Main Finding from the viewpoint of the practical learning experience. ................... 26

2.1.4 Types of recurring tasks completed during internship. ............................................27

2.1.5 Occasional Assignment. ......................................................................................... 28

2.2 Function of the Department ............................................................................... 29

Chapter-3.......................................................................................................................... 30

3.1 Home Automation Industry Analysis ...................................................................... 30

3.2 Competitor Analysis ............................................................................................... 31

3.2.1 Competitive advantage of the company ................................................................. 32

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3.2.3 Competitive disadvantage of the company ............................................................. 32

3.3 Issues faced throughout the internship period ....................................................... 32

3.3.1 Gap between the Company Management. ............................................................. 32

3.3.2 Service Quality...................................................................................................... 33

3.4 Recommendation .................................................................................................... 34

Chapter-4........................................................................................................................ 34

4.1 Summary and Conclusion. ........................................................................................... 34

References ......................................................................................................................... 36

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 Table Of Figures

Figure 1 STATA IT LTD Logo 8

Figure 2 Hierarchy of STATA IT LTD 10

Figure 3 Sample of Statalife App User Interface (UI) 12

Figure 4 Flow chart for STATA operational details 16

Figure 5 Sample of STATA Webinar Post 17

Figure 6 SEO flow chart 20

Figure 7 Sample of STATA Catalog 22

Figure 8 UberSuggest Sample 26

Figure 9 Sample of Ubersuggest 26

Figure 10 Global Home Automation Market Size 29

Figure 11 Global Lighting Market Share by Appliance 29

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 Executive Summary

This internship report contains my overall working experience at STATA IT LTD as a

Marketing Intern. The report consists of detailed information about products, the
services they provide. It also includes the process and functions that I was involved in
during my internship period at STATA IT LTD and the overall working process I
participated in. STATA IT LTD provides a solution to the most common problem you
might face with electric devices these days is forgetting to switch them off. This
consumption pattern leads to wastage and an overwhelming amount of electricity bill.
On top of that, having too many switches increases the inconveniences in your daily life.

I worked in the marketing department as a marketing intern, developing the brand

image and promotional strategies. Working on digital marketing was the main activity
that I was involved in and this report has all the details necessary to get a clear idea of
my work. It also has a sample/draft of my work in digital marketing, database, catalog
and print ads that I developed myself including all the important information that needs
to be included in explaining the work I did throughout my internship journey. The
methods that I used to collect data and prepare this report is explained throughout the
report and the information I collected online is mentioned in the References section of
the report.

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 Chapter-1

Name of the Company: STATA IT LTD

Figure 1 STATA IT LTD Logo

1.1 Company Profile

STATA provides complete Smart Home, Building Automation, Industrial Automation service &
Smart Security System. Additionally, they excel in designing and maintaining Automated
Building Management Systems; using advanced networks of peripherals and sensors. From
Smart Lifts to Smart Gardens, they have got you covered.

The green color in the logo indicates the ‘Going Green’ prospect to ensure environmental
sustainability. Using these smart home appliances one can save up to 30% of electricity usage.
The most common problem you might face with electric devices these days is forgetting to
switch them off. This consumption pattern leads to wastage and an overwhelming amount of
electricity bill. On top of that, having too many switches increases the inconveniences in your
daily life. Their smart solutions are efficiently designed to reduce electricity consumption as
scheduling each device appropriately meets the needs. Along with their integrated app
connected to all your smart devices simplifying the usage.[4][5]

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1.1.1 Brief History of STATA IT LTD

STATA is a brand of STATA IT LIMITED. STATA is among the pioneers commencing Internet of
Things (IoT) “Based Company” in Bangladesh. STATA LIMITED started its journey from 2017
after one year of research and development the company got registered under the name of
STATA IT LIMITED in 2018. STATA IT is an IOT based company; set-up to participate in the
ever challenging, competitive and demanding world to supply goods and services as well as
total solutions provider for both Government and non-government sector. STATA IT LTD, they
constantly strive to innovate and modernize IOT devices for the better future. They launched the
first Smart Home APP in Bangladesh (StataLife) which is able to control more than 1000+ smart
home devices designed and integrated by us. They provide complete Smart Home, Building
Automation, Industrial Automation service & Smart Security System (Door Lock, Door Camera +
Bell and Smart Hub & Sensor). In addition, STATA IT LTD, has also introduced two new
revolutionary Robotic Systems: Smart Cleaner Robot and Smart Curtain robot. They also
provide Camera Surveillance Solution with DVR for wide ranged perimeters. Along with that
their Smart Sensors allow smooth integration between our products and their APP.
[4][5]

1.1.2 The Main Activity of STATA IT LTD

One of STATA’s main activities is to create awareness about IoT products in Bangladesh. Home
Automation is currently a very niche market in Bangladesh. Creating awareness for Home
Automation in Bangladesh is very important for STATA IT LTD. Awareness about Smart Home
or Home Automation will create many opportunities in Bangladesh. STATA believes in Working
Smart rather than Working Hard.

Customer Acquisition is one the main activities of the company. Selling a product to a customer
once is relatively easier than selling a product twice or more. STATA believes that the
consumers hold the most power to make an industry grow. Therefore, customer acquisition and
after sales service are given top priority in STATA IT LTD.

Generating revenue is one of the main objectives of the company. By selling innovative products
and providing services the company gains revenue. This will help the company to create a
Home Automation industry in Bangladesh. This will help Bangladesh to leap into the future with
the help of IoT.

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1.1.3 Organizational Structure

Figure 2 Hierarchy of STATA IT LTD

•Geographical Coverage (Branch and Store Locations) STATA IT LTD Head Office:

STATA, West Wind Point, Cha-89/4-5, Progati Sharani, North Badda, Bir Uttam Rafiqul Islam
Avenue, Dhaka-1212

Factory: Faridpur, Beside BSCIC Industrial Estate, Syed Industrial Zone, Bangladesh.

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The following table contains STATA’s Dealership Points. [3]

Store Name Location

Irin Enterprise House: 4 Road: 8, Block: F Niketon

Satota Electric & Lighting Gulshan:2, Rob Super Market, Shop:10,

Dhaka:1212

Gulshan:2, Bideshi Super Market,

Bikrampur Traders Shop:3,4,5
Dhaka:1212

Gulshan:1, Gulshan Shopping Center,

M/S Mansur Electirc & Lighting Shop:07,
Dhaka:1212

Gulshan:1, B-2 No. Shopping Center,

Ripon Electric Shop:07,
Dhaka:1212

Nizam Electric World Gulshan Circle-2, Gulshan Bhaban Market,

Shop:12, Dhaka:1212

Adhunik Electric R. Rahman Electric Market,154, Nawabpur

Road Dhaka:1100

Ahmedia Traders 18, Bhaban Market, Gulshan-2, Dhaka-1212

Sarsina Lighting 163, Shahid Sayed Nazrul Islam Sarani,

Dhaka-1000

Nazlin Enterprise Al-Razi Complex, (1st Floor) Shop #C/103

Shahid Nazrul Islam Sarani, Dhaka-1000

Albion Hardware B-85, Gulshan Shopping Center Gulshan-1,

Dhaka-1212

Gulshan Hardware Gulshan Shopping Center B-84, Gulshan-1,

Dhaka-1212

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N.N. Hardware 25, Gulshan Shopping Centre, Gulshan-1,
Dhaka-1212

P2P-Plan to Perfection 687, Mehedibag, Chattogram

Road: 17 Block # E, House # 47, Shop # 5,

New City Electric & Sanetary Faiz
mansion Banani Bazar

1.1.4 Other interesting things about the organization/company to be

delivered

i. Fast Service Response-The service team is always on their toes to provide service as needed
by the customers.
ii. Diverse Product Line-Wide range of products for different segments of the market.
iii. All Products in One APP-All the smart alliance and products are controlled through one app
‘Statalife’. (Follow Figure number-4)
iv. Assembled in Bangladesh-All the products are assembled in Bangladesh.
v. Proprietary Chip and APP-All the products contain European chipset.
vi. MediStata is a sister concern of STATA IT LTD. This is an online platform for Telemedicine.

Figure 3 Sample of Statalife

App User Interface (UI)

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1.1.5 Mission, Vision and Objective.

• Mission- Is to provide Smart Home solutions throughout Bangladesh.

• Vision- Their Vision is to create Bangladesh’s First Ever Smart Apartments, where the
residents can control all their smart home appliances using a cross platform compatible
Smartphone APP.

• Objective- Is to create a facility where all the smart home products will be manufactured.

1.1.6 Corporate Divisions/Departments etc.

➢ Public Relations

The function of the PR department is to maintain a good relationship with the

customers and the corporate clients.

➢ Operations Department

Operations department handles all the operations starting from Ordering the products
from abroad to Product dispatch to the customers.

➢ Marketing Department

The Marketing department handles all the promotional staffs and branding. Creating offers,
making combo packages, Posting Print Ads on social media etc.

➢ Finance Department
The Finance department handles all the financial aspect of the company.

➢ IT Department
The IT department created the app and solves if any issues appear in the App. They also
working on new upcoming projects like MediStata.

➢ Sales & Support

Sales teams are held responsible for generating sales and generating sales leads. The support
team is always there to help out any customer with product installation and technical difficulties.

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 ➢ Graphics Department

The graphics team makes eye-catching graphics posts for customer’s attention. Most of the time
the graphics team works with the marketing team to create such posts.

1.2 Details of the Product lines or Services

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15
Services

➢ 1 Year Free Replacement for STATA products

➢ 5 Years’ Service Warranty for STATA products

➢ 24/7 Customer Care Solution

➢ Technical Support

➢ After Sales Service

➢ Product Delivery Service

1.3 Operational Details in a flowchart

Product order -
Shipped -
Received from port -
Assembling -
Packaging -
Inventory update -
Ready for sale -
Dispatch Products as -
Per Customer Order
figure 4 Flow chart for STATA operational details

All the operations are handled by the operations team. And the team is led by STATA’s
Operations Manager Mr. Abrar Haq. STATA has its own Enterprise Resource Planning (ERP).
STATA uses the ERP system to track every operation that takes place in the company. Including
the inventory, the operations department checks the ERP system consistently which tells them
when to order for the next shipment.

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 1.4 Philanthropic Activities (CSR)

•Free Webinars

STATA collaborated with IEEE AIUB Student Branch and Greenbud in organizing a Free
Webinar to motivate people on going green. GREENBUD is a professional partnership providing
diverse specialized consulting and management Services in environment and sustainable
development. Its client includes Garments, Pharmaceuticals, Textile, Washings, Ceramic,
Leather, Plastic, Printing, Packaging and any hard-liner Industries in national and multinational
community.[2] The webinar title was ‘Save your planet using the power of science: Internet of
things (IoT) Automation and Environmental Engineering’. The speakers were Engr. Syed
Tasnem Mahmood, Civil and Environmental Engineer and CEO Greenbud and Alve Rahman,
PR Manager, STATA IT LTD. Both the speakers talked about how we can save the earth with
the help of science. The Webinar was hosted on Zoom and it was hosted by IEEE Computer
Society AIUB Student Branch Chapter. The Webinar was hosted on 8th July 2021.

Figure 5: Sample of STATA Webinar Post

•Food Distribution on Eid

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Due to the on-going pandemic Bangladesh has been in an on and off relation with lockdown.
The lockdown was issued to prevent the spreading of coronavirus however, nowadays the
underprivileged citizens are more affected by the lockdown compared to COVID-19. The people
who are out of work and business due to the lockdown are suffering the most. Therefore, STATA
decided to come forward in helping these underprivileged people by distributing food.

•College Collaboration

STATA IT LTD has been collaborating with different colleges and universities to create interest in
students to pursue their careers in the IoT sector. If the student gets motivation and a good
platform to make a career in IoT, then the IoT industry will grow rapidly. In a few years’ time
Bangladesh will be ready to compete with the world in the IoT industry.

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 Chapter-2

2.1.1 Getting into STATA

I joined STATA IT Limited on 1st August 2023. The recruitment procedure was like every other
corporate office. I got to know about STATA through Facebook where they posted a job circular
looking for Marketing interns. I applied through Facebook and got a call back for an interview. I
got a letter congratulating me for being selected for the viva round. 24th July 2023 was the date
for the interview. The interview was like a traditional interview. CEO, PR Manager, Operations
Manager and the Creative Head were present in the interview panel. Two days after the
interview I got a call from the PR manager congratulating me on getting the job as a Marketing
Intern.

2.1.2 Job Responsibilities

1.Managing customers both online and offline. Because of the lockdown I mostly had to interact
with customers online through our company’s Facebook page.

2.Dealing with dealerships. As our company is a startup, we have made an option for other
switchboard sellers to take dealerships from our company so that they can sell our products in
various corners of the country.

3.Supporting key executives in other departments like Sales department, Operations

department etc.

4.Analysis of Target Market. Our Business to Business (B2B) primary market for our companies
is the real estate industry. We analyzed the target market through their buying behavior and the
geographical location. Other target markets are Interior Designer, Architectural Firms.

These were the job responsibilities that were mentioned in the job circular, however I had to do
more than these jobs in my internship period. The following are the tasks I had to do throughout
the internship:

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1.Search Engine Optimization (SEO)- SEO is a digital marketing strategy that will help a
website to reach the top of Google search. SEO can also be done in social media platforms like
Facebook, YouTube, Instagram etc. In my internship period I mainly focused on the website of
the company which was STATA Bangladesh. Follow figure number-6 for a brief flow chart of
SEO.

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21
In the above table are the sets of keywords that were used while doing SEO for the company’s
website.

2.Creating Awareness- The first day of my internship journey, I was asked how I could improve
the brand image. The first that came to my mind is that we need to create awareness about
Home Automation. The consumers of Bangladesh need to know what home automation is. My
external supervisor handed me this task to create a plan for Brand Awareness. To create
awareness for a brand we can use various methods like Television Advertisement (TVC), Online
Video Communication (OVC), Print Ads, Product giveaway, Sales and Discounts etc.

3.Creating and Transferring Database to company’s internal Database- I was also assigned
a task to create a customer database in google sheets. I got this information from our
company’s previous internal database named POS. The company had to change the internal
database due some technical issues in POS. I created a database in google sheets then
transferred all the information to our new internal data StataERP.

4.Catalogue Development (Follow figure number-7 for catalog sample)

•Reviewing Existing product catalog and pricing

•Generating ideas for new attractive product catalog and set new prices

•Providing these details to the graphics team for making new design

•Taking approval from our external supervisor and CEO

5. Marketing Strategy Development

•Making different Compo packages for existing products

•Make different Categories of product bundle

•Setting appropriate pricing for the bundles

•Push bundle offer to customers

•Posting bundle and combo offer in social media (Facebook)

Figure 7 Sample of STATA Catalog

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6.Creating Content Calendar- The marketing had to make a Content Calendar which was
assigned by the graphics team. A content calendar is a calendar that is used by marketeers for
planning upcoming content’s output and creation. I have provided an example for our content
calendar.

7.Website Refurbishing

•Analysis for flaws in the company’s website

•Created a table for website’s issues and solution

•Made suggestion for adding new and improved thing in the website

8.Email Marketing for Corporate Customer

•Sorting out data from previous Database

•Creating a new Database for corporate clients in google sheets

•Create an attractive message that includes lucrative offers for the real estate companies

•Sending the email to all the Corporate Clients

•Lead Generation.

9.Customer Acquisition and After Sales Service

•Created a survey form in google form to carry out survey

•Made survey questionnaire for the existing customer

•Taking note on the customer’s feedback

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•Calling customers to check if our products are working properly or not.

10.Survey Outcome

•Product details in positive and negative aspects within existing customers

•Looking for flaws based on consumer behavior

•Research and Development of products based on survey

•Updating and improving products

•Awareness program based on the improved products

•Finally, new leads on customers for further business development.

11.Creating a competitor Customer Database in terms of social media (Only

Facebook, Instagram)

•Made a database on google sheets for competitor customer reviews

•Listed their Name, Review comments and Facebook URL

•Create a short message to send them which contend a survey questionnaire link

•To gather more information about their previous purchase and experience.

12.Brainstorming and create a draft for Print ads

•Selecting a product or a combo for Print Advertisement

•Thinking of new and innovative idea to push our products to the market

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•Finalizing the draft for the Print ad

•Working with the graphics team in creating the print ad

•Finalizing the print with external supervisor, Marketing Head and the CEO

•Post the Print Ad on social media (Facebook, Instagram)

2.1.3 Main Finding from the viewpoint of the practical learning experience.

Throughout the internship period I had to interact with many corporate clients and general
consumers. At STATA, we mainly conduct business using two models- Business to Business
(B2B) and Business to Consumer (B2C). Working at STATA has given me a firsthand
experience at how two companies collaborate to create a sustainable future. I have been
involved in the process of onboarding new companies who would be willing to partner up with
STATA. I have observed that the collaboration process requires meticulous planning and
budgeting and implementation of these plans heavily depend on various external and internal
factors. Although I was not entirely in touch with the internal management, I got to learn how
STATA came up with unique solutions for each client that catered to their needs. I have been
closely working with handling the general consumers. And I got to learn that duties of a
business do not end with selling. Rather, a long-standing relation

with customers is only built after the sales is made through answering their queries, solving their
service issues, promptly responding to their complaints and so on. A loyal customer is more
likely to

make a repeat purchase and at STATA, I have learnt how to create customer loyalty through
providing quality service.

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2.1.4 Types of recurring tasks completed during internship.

Managing customers both online and offline. Because of the lockdown I mostly had to interact
with customers online through our company’s Facebook page.

I work mostly with digital marketing in STATA. My recurring task was to reply to the customer or
potential customers who send messages at the company’s Facebook page. Also replying to the
comment left by curious customers in various Facebook posts. I usually use the Facebook
Business Suite app on my phone or the Facebook Business Suite website on my laptop. This
was the first thing that I had to do every day. The second recurring task that I had was working
on SEO. Analysis keywords for our website and keeping a track on the competitors who were
already on the first page of Google. Gathering information for Content writing which included
reading various articles and blogs from different types of websites to gain knowledge about the
keywords effectiveness. While doing SEO I often used the UberSuggest extension on Google
Chrome browser which automatically showed me the Volume, CPC and SEO difficulty figures in
the context of Bangladesh. It also shows the Traffic and Backlinks for the top ten websites for
the particular keyword search. Please follow figure number 10 for clear understanding.

Figure 8 & 9 UberSuggest Sample of Ubersuggest

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2.1.5 Occasional Assignment.

•Creating Existing Customer database was one my occasional assignment.

•Creating database for competitor customer’s review.

•Creating survey questionnaire for R&D purpose.

•Distribution of the survey form/links to the customers.

•Helping my fellow interns with their work.

•Meeting with the CEO, external supervisor and Marketing Head for ongoing projects.

•Working with the graphics team on creating Print Ads.

•Transferring Data from the company’s old internal database to the new one.

•Working on target market analysis.

•Creating a report on competitor analysis.

•Creating a marketing plan for the social media sector.

•Made a content calendar for the month of August.

•Working with the graphics team on creating the Brand Guideline.

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2.2 Function of the Department

All the work was assigned by the PR manager to the marketing department. As STATA IT LTD is
a startup company, a lot of tasks came towards the marketing team. STATA’s marketing
department is the most creative department in the company. Marketing department holds the
balance between the graphics team, Sales team and the servicing team. The following table is
the function of the Marketing Department. [1]

•Customer Service-The marketing department of STATA is assigned to do all customer service

and after sales service. On many occasions the marketing team collaborates with the technical
team to solve customer’s issue with any of our products. Customer service also includes social
media replies, call receiving from customers, dealing with dealerships etc.
•Customer Acquisition-Marketing departments are held responsible for customer acquisition.
Retaining existing customers is an important function of the marketing department.
•Making Graphics Post- The marketing department is not alone in creating graphics posts for
social media and e-commerce websites. The graphics team is the main figure in creating the
post. However, the content to create a post comes from the Marketing team.
•Combo packages- Marketing team is responsible for making a combo package of the existing
products of the company. Combo packages often contain lucrative discounts to grab the
customers attention.
•Pricing- Setting price of new and innovative products according to the market. The marketing
department analyzes the market and consumer behavior to set a suitable price.
•Promotion- This goes without saying that the marketing department’s main task is to promote
the brand, products and services. At STATA promotion is often done through online platforms
due to the lockdown. But we still managed to establish a billboard in this crisis time.
•Lead Generation- Generating new leads both online and offline.
•Selling- Products selling also fall under the marketing department’s function.

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 Chapter-3

3.1 Home Automation Industry Analysis

Figure 10 Global Home Automation Market Size

In developing countries like Bangladesh, Home Automation holds a remarkable potential in the
near future. The above chart was taken from Fortune business insights website [6]. In just 2017,
the home automation industry was a 45.8 billion Dollar industry. It is estimated by Fortune
business insights that the home automation industry will grow to be a 114-billion-dollar industry
by the end of 2025. This market is growing due to more and more adaptation of IoT. Also, as the
consumer is shifting more and more to a comfortable and luxurious lifestyle.

Figure 11 Global Lighting Market Share by Appliance

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This percentage chart shows which of the appliances are more revenue generating in Home
Automation.

The diagram was taken from Fortune business insights website [6].

Although the Home Automation industry in Bangladesh has a great prospect it comes with quite
a few challenges.

i.Bangladesh as a developing country has its limitations. To improve the Home Automation
industry in Bangladesh, the need to establish a strong internet connection. Although
Bangladesh is working on launching 5G which will help to ensure a strong and faster internet
connection, we are not quite there yet.

ii.The lack of technologically advanced and skilled personnel will be big drawback for the
country. This shortage will cost Bangladesh in the Research and Development sector (R&D) for
improving home automation products.

iii.Last but not the least, the electricity supply in Bangladesh. We have come a long way from
the 90’s where people used to get constant load-shedding. Like 5G internet, the country needs
seamless electricity supply to bring out the full potential of IoT technology.

3.2 Competitor Analysis

The home automation industry in Bangladesh is still at its growing phase. There are brands that
are present in the market although their presence sometimes is not known to the public. There
are a few e-commerce pages on Facebook that are running more or less similar operations in
terms of product offerings. These pages are bringing somewhat similar types of automation
devices in the market; however, they are running their business on a shorter scale. Some of
such pages are- INNOVATE, Door Lock Bangladesh, ISSBD, etc. They can be considered as
direct competitors of STATA. As Home Automation is a brand-new industry in Bangladesh and
STATA is also just a startup, it is difficult to create a market share statistical pie-chart.

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3.2.1 Competitive advantage of the company

STATA is the first established Home Automation Solution company in Bangladesh. STATA
established their product as the industry standard. Therefore, the company has gained the first
mover advantage. The company is trying to create a position in the consumer mind and make a
strong impression which can lead to brand recognition and brand loyalty in the future. STATA
has already managed to establish a flawless supply chain management which definitely gives
them the edge over their competitors. As a result , STATA can provide the customer with a lower
price compared to their competitors.

3.2.3 Competitive disadvantage of the company

As STATA gained the first mover advantage, there are quite a few disadvantages. The company
is using all it’s resources and marketing department to create awareness about IoT and Home
Automation in Bangladesh. This will also help the competitors to grow, as the consumers
already knows about IoT and Home Automation the competitor doesn’t need to invest their
resources in Industry awareness. The competitor can avoid the mistakes made by STATA and
learn from their mistakes. Also, if somehow STATA fails to deliver the quality of the product and
services, it will create an easy opportunity for the competitors.

As STATA, is a big company compared to their competitor, they have more operational cost than
their competitor. Therefore, the competitor who are running their business in a shorter scale with
less operational cost they can provide the same category of the products at a lower price.

3.3 Issues faced throughout the internship period

3.3.1 Gap between the Company Management.

Problem-1
Applying the Gap Model of Service Quality to this issue, which is the difference between the
customer's expectation and the company’s understanding of those expectations. The lack of

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upward communication, this is the lack of communication between the top-level management
and the frontline employees. There were many occasions where the frontline employees
misunderstood the orders from the top management as we weren’t able to communicate
seamlessly. As a result, the company failed to acquire some valuable customers. Sometimes
the customer had to wait 2-3 days just for a reply.

3.3.2 Service Quality

Problem-2

Due to communication gaps, they had some issues delivering the service to the consumers.
Considering the Service Quality Dimension (SERVQUAL) of Parasuraman et al. STATA had few
shortcomings in delivering the service.

5 Dimension of SERVQUAL

i.Reliability- is to provide service with full accuracy. Sometimes the company failed to deliver the
service that was promised to the customers. Such as, delivering the products on due time and
date.

ii.Responsiveness- is the ability of the organization, how quickly the company reacts with the
consumer needs.

iii.Assurance- is to rely on their employees. This dimension is divided into four parts, (a)
Competence is the ability to perform service perfectly. The company should have faith on their
employees that they have the ability to perform the service to their customer perfectly. (b)
Assure if the employees are respected by the customers. (c) Effective communication with the
employees. (d) Basic attitude of the employees.

iv.Empathy- shows how caring you are to your customers. Understanding the voice tone of the
customers can be very crucial sometimes.

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v.Tangibles- refers to the physical evidence of the company such as showrooms, dealership
points, products etc.

3.4 Recommendation

To reduce the Listening Gap (Gap-1), the company should take customer feedback effectively.
There should be interaction between customers and management. Most importantly, the
company should improve upward communication. Also, STATA needs to sharpen their market
research procedure in order to reduce the Gap-1 completely.

To provide service with 100% accuracy, STATA needs to mitigate the issues by using the
SERVQUAL Dimension. By delivering the services which were promised to the customers
throughout social media. To improve responsiveness, STATA should always be to satisfy
customer needs. For instance, if a customer orders a STATA Smart Lock which is out of stock,
then it’s the responsibility of the company to reorder the product and contact the customer as
soon as possible. The client service department should be able to emphasize the customer's
situation. And last but not the least, in the case of Tangibility STATA should improve their
showroom to give a better experience to the customer when they come for a visit.

Chapter-4

4.1 Summary and Conclusion.

This report includes all the information and analysis results on STATA IT LTD, their operations,
function of the marketing department, and detailed information of their products and services. I

33
have also included my entire internship experience and everything that I have learned
throughout the internship period.

STATA believes that it can provide smart home solutions throughout Bangladesh. And can enter
the global market after the success in Bangladesh. The company is working hard to achieve its
objectives. STATA IT Limited has got the first mover advantage in Bangladesh in the Home
Automation sector. They need to capitalize this advantage so that no competitor can overtake
them in the near future.

I got some opportunity to implement my academic learning throughout the internship process.
But due to the lockdown and some other complications, I couldn’t give my full potential. Being
just an intern, I was not able to access a lot of things which are confidential. For instance, the
inventory database was not accessible but if I had the access, I could have served the
customers better.

In my opinion, there are few shortcomings in the company, as it is a startup company. But if the
company doesn’t solve these issues, it will be tough for them to compete in the long run. The
gap between top management and the frontline employees is a big problem. As explained
before in the report, mitigating the Listening Gap (Gap-1) in service marketing will make the
company’s employees more effective.

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 References

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https://www.uen.org/core/core.do?courseNum=80711

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http://greenbudbd.com/

3. Store Locator – We Make Your Home Smart | A Complete Smart Solution under one roof.
Statabd.com. (2021). Retrieved 15 August 2021, from https://statabd.com/store-locator/

4. Rahman, A. (2021). Bangladesh’s first ever industrial/home automation company:

STATA IT Limited. Dhaka Tribune. Retrieved 15 August 2021, from

https://www.dhakatribune.com/feature/2021/03/06/bangladesh-s-first-ever-industrial-home-auto
mation-company-stata-it-limited

5. We Make Your Home Smart | A Complete Smart Solution under one roof. Statabd.com.
(2021). Retrieved 15 August 2021, from https://statabd.com/

6. Home Automation Market Size, Share, Trends, Analysis Report, 2026. (2021).

Retrieved 16 August 2021, from

reports/home-automation-market-100074

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