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0 Introduction
Bangladesh is an agricultural dominated country constituting huge fertile soil, plenty of water bodies all around its area and cheap labor, which has given competitive advantages for our country to produce agricultural products. We can earn adequate amount of foreign currency by exporting these agricultural products and now a days many different t ypes of agriculturalbased products are being exported from Bangladesh. The total contribution of this sector is very significant compared to the total export. However, if this sector were perfectly taken into care then it would have a great opportunity to strength our entire economy. In this report, I have focused on the related aspects of the agri- based industry products. For the accomplishment of my objective I have chosen PRAN" Food Ltd., which is under Agricultural Marketing Co. Ltd.
The evaluation of the PRAN Group products, price and promotion policy. To classify their segmentation policy and target markets of the business.
All necessary information is not available in the pran Group website. Pran Group magazine are not rich. Lack of help by the employee. Most of the shopkeepers are illiterate. Lack of time for preparing the report.
CHAPTER 02
2.1Industry Background
The food processing industry transforms fruits and vegetables into processed form and produces by-products from waste fruits. Tomato ketchup, sauce, juice, fruit drinks, squash, jams, jellies etc. are examples of processed products; vinegar is an example of a by-product from waste fruits. Domestic demands of processed foods remains very limited due to lack of purchasing power of a large majority of people in the country. The fruit preservation industry depends mostly on the production of fruits for its basic raw
materials, as they constitute a substantial portion of the products of jams, jellies, juice, syrups and squashes. Packing materials cover on the average 35-40 % of the total cost per unit. The most important containers used in fruit processing industries are tin plate, glass and flexible packing materials. The tin container (cans) has already replaced the glass containers for commercial processing of fruits. Because of its tensile strength, durability, suitability for transportation and other related advantages tin plate containers are preferred for processing of fruit. Unfortunately, suitable tin containers are not available in the country. The biggest cans making plant, Bangladesh Can Company, Nasirabad, Chittagong producing plain cans but there is no lacquering of acid and sulphur. To meet the requirement of country Food Processing Industries most of these cans imported from out side the country.
registered.
AMCL market its product under the brand name PRAN that stands for Program for Rural Advancement Nationally. The Agriculture Marketing Co. Ltd. (AMCL) was incorporated in Bangladesh on 15th May 1985 as private limited company under the companies Act 1913 and subsequently on 2nd June 1993 the co. was converted into public limited co. the shares of the co. were listed in Dhaka and Chittagong stock exchanges.
The company is financed by industrial Promotion and Development Co. of Bangladesh Ltd., ANZ Grindlays Bank, Dutch Bangla Bank and by its stakeholders.
Initially PRAN had jam, Jelly and Pickle in its product line. In January, 1995 production of orange juice and in June production of PRAN mango bottled juice started. PRAN now operates by
having eight zones throughout the country. The zones are Dhaka Metro, Adjacent Dhaka, Comilla, Chittagong, Sylhet, Khulna, Barisal and Rajshahi. The company also has three more sub zones.
The companys business activities are farming, trading, processing of fruits, vegetables and other agro products. Unit wise activities of the company are shown below. Unit-1 Processing of agro products Unit -2 Farming Unit- 3 Bottling, tetra packaging of juice and mineral water. Unit- 4 Trading
AMCL and its Brand name PRAN have twin objectives Achieving social values with sustainable pecuniary advantage for all our stakeholders
Quality maintenance and improvement for satisfied customers. Hold on to the current customers and gain customer loyalty at the same time. Gain competitive advantage over all the competitors. To double the sales and expand production capacity every 7-8 years. To become one of the top in international fruit and vegetable processing industry .
AMCL have adopted ISO-9001 as the model for the quality management system. Accordingly documented system of procedures and instruction have been established throughout the organization defining business processes, responsibilities and authorities.
Management is committed to providing the resources and creating an environment in which each employee can contribute his or her skills, talent and ideas in a never-ending process improvement and innovation in all aspects of business.
The idea of corporate social responsibility is being widely promoted all over at AMCL-PRAN with the additional compulsion to make profits in order to thrive and grow. Pran, CSR initiative revolves around pran promises to the community, to the preservation and conservation of natural resources, to the environment and to the employees. Promises: To the preservation of natural resources and environment. Community forestation: In different locations around Bangladesh, Pran are planting trees to save planet. Effluent Treatment Plant: To ensure safe disposal of factory wastage pran are got ETP, in all the establishment of Pran. Heat Recovery Boiler: Pran recovers the heat to save energy that produces and utilize it to production facilities. ATM Service: ATM services in the factory premises. Promises: To the Employees. In addition to salary and bonus, AMCL provides following benefits to the employee. Welfare scheme for family of departed employees. On the job and off the job training. Free food snacks to workers. Transport for worker. Health and safety work place. Medical facility. Transport. Free clothing and soap. ATM services in the factory premises.
Stars
Cash cows
Dogs
According to the BCG Matrix I can discus findings in bellow : Question Marks: Drinks are products with a low share of a high growth market. They consume resources and generate little in return. They absorb most money as the company attempt to increase market share. Stars: Chanachurs are products that are in high growth markets with a relatively high share of that market. Stars tend to generate high amounts of income. The company must spend substantial funds to keep up with the high market growth, & to fight off competitors attack.
Cash Cows: The Confectionery, Juice, chatny and pran Dal are products with a high share of a low growth market. Cash Cows generate more than is invested in them. So the company should keep them in its portfolio of products for the time being. Dogs: The Beverage and Dairy are products with a low share of a low growth market. These are the canine version of 'real turkeys! They do not generate suffient cash for the company, they tend to absorb it. The company should develop or get rid of these products.
In short we can see the market growth, Relevant market share and position on BCG Matrix of PRAN PRODUCTS:
Market growth and Relevant market share of PRAN Group: Name of product Market growth Relevant market share
4% 14% 3.5% 14% 6% 2% 4% 2.25% 13% 0.5x 0.3x 5x 3.5x 0.4x 7.5x 3x 7x 2x
Beverage Drinks Confectionery Snacks Dairy Juice Chatny Pran dal Chanachur
Market growth and Relevant market share of PRAN Group in pie chart:
4% 2%
In my observation and information I can say that the demand of PRAN products is very honorable in the market. A chart is given below which shows the percentage of different PRAN products in the market position: