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ASSIGNMENT
ON

BUSINESS PORTFOLIO OF AKIJ GROUP
BANGLADESH





COURSE ID : EIB 507
COURSE SUPERVISOR : MANSURA AKHTER
COURSE TITLE : PRINCIPLES OF MARKETING








EMBA PROGRAM
DEPARTMENT OF INTERNATIONAL BUSINESS
UNIVERSITY OF DHAKA




GROUP NAME : DREAM CATCHER



Date of Submission: December 05, 2013



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GROUP INFO


Group Name : Dream Catcher

Group Leader :Md. Shariful Islam












Group Members




NAME STUDENTID
IqbalShahriar 80129011
Mohammad Asif Hossain 80129028
Md. Shariful Islam 80129036
Saleh Rafiq Choudhury 801310016
Md. Towhiduzzaman Jewel 801310042
Md. TanvirElahi 801311059
A.K.M. AsrafulAmin 801311088





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ACKNOWLEDGEMENT




By the grace of Almighty Allah, the most benevolent merciful, we have been
successfully to complete this report on Akij group. Then we are grateful to our
adorable parents who had bring us in this world and given the opportunity to study
and our course instructor Monsura Akhter who have given better direction to
complete this assignment .


We do not claim that this assignment is original in presentation. We have collected
materials from different source.


We greatly acknowledge all suggestions received to enhance further the value of this
assignment. The suggestion has been incorporated whenever possible.


We are trying to give our best efforts not withstanding small errors do creep into the
assignment. We are ever great full to our followers for drawing our attention to such,
so that they may be squashed.


We are extremely grateful to our honorable teacher, Mansura Akhter, Lecturer of
Marketing, Department of International Business,
University of Dhaka, who constantly took keen interest in boosting our morale and
inspire of his busy schedule.


While every effort has been made to ensure accuracy, it cannot be claimed that the
assignment is absolutely error-free. Incase of any confusion or doubt on any aspects of
this assignment, we are may be contacted in any time.















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Contents

Introduction 05
Origin of the Assignment 05
Objective of the Assignment 05
General Objective 05
Specific Objective 05
Scope of the Assignment 05
Limitations 05
Company Information
0
Background
History of Akij Group
Enterprises under AKIJ Group
Products Of Akij Group
Akij Jute Mills Ltd
Akij Match Factory Ltd
Akij Food And Beverage Ltd
Akij Cement Company Ltd
Dhaka Tobacco Industries
Akij Textile Mills Ltd
Akij Particle Board Mills Ltd
Akij Printing & Packaging Ltd
Akij Institute Of Technology
Akij Computer Ltd
Business Portfolio
Product & Service Decisions
Width
Length
Depth
Consistency
Conclusion



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1.0 Introduction

1.1 Origin of the Assignment :

This assignment is prepared with respect to the course of Principles of Marketing
(EIB-507). We are assigned to prepare a assignment by our honorable course
instructor Monsura Akhter.Our task is to make a Product analysis report on Akij
Group.


1.2 Objective of the Assignment:


1.2.1 General Objective:

The general objective of our assignment is to analyze the current business portfolio
and product and service decisions . We have focused on all the companies and
subcompanies that Akij Group posses .

1.2.2 Specific Objective:

To define the enacted environment of the Akij Group .
To explore the strategic business unit of Akij Group .
To explore the growth share matrix of different product .
To explore the marketing share of different product .
To explore the product line and mix decisions of different product .


1.3 Scope of the Assignment:

This assignment is created on product details of Akij Group . This report will help
people understand business portfolio and product & service decisions .



1.4 Limitations :

The company had followed some privacy policy . For that reason it is
sometime defficult for us to calculate the growth share and market share.
Because of some unfortuanate reasons , not all the employees were helpful in
giving information nor were thye very much acquainted with the concept of
preparing a an assignment like this.
Because of this we have to look out in online information but sorry to say that
is not that informative .





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2.0 Company Information:


2.1 Background:

Akij Corporation Limited is the most organized distribution company in the country.
Akij Group is countrys one of the leading business conglomerates. Initially Akij
Corporation Limited was known as Amin Enterprise and started its operation in
1992. In June 1997 Amin Enterprise was renamed as Aminuddin Enterprise Limited
and in 2001. Aminuddin Enterprise Limited was again renamed as Akij Corporation
Limited. Akij Corporation Limited is responsible for the marketing and distribution
of three industries of Akij Group namely Dhaka Tobacco Industries, Akij Match
Factory Limited and Akij Zarda (chewing tobacco) Factory.


2.2 History of Akij Group:

History of Akij Group stretches back to later part of the forties. In its infancy, the
Groupstarted in humble way with jute trading which was known as the golden fiber
of the country, earning highest amount of foreign exchange. Akij Group's ceaseless
efforts with dynamic management and support from their numerous clients have led
their Group in diversifying its business activities. In the second phase, the Group
went into manufacturing handmade cigarettes popularly known as biris.This sector
gave a real boost to the revenue earning of the Group as well as making a substantial
contribution to government exchequer. With the passage of time, the Group
undertook new ventures and presently there are 15 units of industries under its
umbrella like cigarettes, handmade cigarettes, printing & packaging, textiles, hand
board, pharmaceutical, leather processing and real-estate business are in operation,
catering jobs for more that 32,000 people in various categories.The Group has plans
for setting up more projects. The projects are already in pipeline.Foreign investors
have shown keen interest in joining with us for joint ventures. The matter is under
our active consideration and will hopefully soon mature. This will also help the
nation's economy growth and will create job opportunities to various professionals.

Akij Group is also involved in socio-cultural activities. The Group has been operating
a sizeable orphanage free of charge in district town. The Group has also acquired a
modernmother & children hospital previously owned by Save the Children (UK).
The hospital is being operated as a non-profitable concern by Ad-Din Welfare Trust.

Contract address:

Akij Chamber 73, Dilkusha Commercial Area, Dhaka - 1000, BangladeshPhone: (+880-
2)9563008-9, 7169017-8, Fax: (+880-2)9564519,
e-mail:info@akij.net



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3.0 Enterprises of Akij Group

Enterprises under AKIJ Group
Akij Biri Factory Ltd.
Akij Cement Company Ltd.
Akij Computer Ltd.
Akij Corporation Ltd.
Akij Food & Beverage Ltd.
Akij Institute of Technology.
Akij Jute Mills Ltd.
Akij Match Factory Ltd.
Akij Online Ltd.
Akij Particle & Hard Board Mills Ltd.
Akij Pharmaceuticals Ltd.
Akij Printing & Packaging Ltd.
Akij Real Estate Ltd.
Akij Textile Mills Ltd.
Akij Zarda Factory Ltd.
Ad-Din Hospital (Philanthropic).
Dhaka Tobacco Industries (Cigarettes).
Dhaka Tobacco Industries (Leaf).
Navaron Printing and Packages Ltd.
S.A.F Industries Ltd.
Ajik Gas Company Ltd.

3.1 Products Of Akij Group :

3.1.1 AKIJ JUTE MILLS LTD. :

AKI J J UTE MI LLS LTD. a uni t of Aki j Gr oup i s a 1 00% expor t
or i e nt e d J ut e yar n Industry catering to the need to carpet manufacturers and
other end users of jute yarn allover the world.

Count 3 lbs (9.6 Nm/16 Lea/104 Tex) to200 lbs (0.14
Nm/0.24 Lea/6890 Tex)
Ply 2 to 5 Ply
Quality CRX/CRT/CRM/Axminister
Make-up a) Wooden, Plastic, Paper Cones, and
Tubes(parallel spool). b) Coreless Spool.8
Winding Precision &Mackroll.
Joints Spliced, Latex and Weaver's knots.
Packing Yarn may be packed in stretch wrapped pallets
/gunny bags and paper made cartons.
Capacity 20,000 M.Tons(Approx) per annum.
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Speciality High number of doubling in drawing
andcomputerized feeding in the spreader for
excellent regularity of yarn

3.1.2 AKIJ MATCH FACTORY LTD. :

Akij Match Factory Ltd. has been established in the year 1992 at a
beautiful site near Muktarpur Ghat on the bank of river Sitalakshaya. It
is a fully automatic match factory which produces 100% Carburized high
quality safety matches.
Dolphin
Firefox

3.1.3. AKIJ FOOD AND BEVERAGE LTD. :

Akij Food & Beverage Ltd (AFBL) a big name in Food processing &
marketing sectors s t ar t ed t he i r j our ne y of f i ci al l y on 2006 wi t h
t hr e e pr oduct s but wi t hi n t hi s s i x year company able to add lot of
products on its rosters.

Product Category Brand Name
Cola Mojo
Cloudy Lemon Lemu
Clear Lemon Clemon
Energy Drink Speed
Drinking Water Spa
Juice Frutika
Milk Firm Fresh UHT Milk
Malt Beverage Wild Brew
Cheese Flavoured Snacks (Crackers) Cheese Puffs
Real Potato Chips OPotato Spicey Cocktail



3.1.4 AKIJ CEMENT COMPANY LTD.

AKIJ Cement has established a foot hole in the cement market. It was
established in1995. Encouraged by consumers response and confidence AKIJ
Cement is in the process of expanding its capacity by many folds.




Akij Cement

3.1.5 DHAKA TOBACCO INDUSTRIES
Dhaka Tobacco Industries came under control of Akij Group during the
late seventies after the government decided to disinvest and handover the
factory, which was up till then state-run, to private sector.

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High Segment:

a) Castle Full Flavor

b) Castle LightsPresently DTI enjoys more than 10% market share in this segment.

Medium Segment:

a) NavyPresently DTI are contributing 48% market share in this segment.

Lower Medium Segment:

a) Sheikh
b) Real Presently DTI are enjoying more than 80% market share in this segment.

Low Segment:
a) Five Star
b) K-2
c) Surma &
d) Read & White

DTIs market share in this segment is about 50%.

3.1.6 Akij Textile Mills Ltd.

A sister concern of Akij Group, Akij Textile Mills Ltd (ATML) has been in
operation s i nce 1 998. One of t he bi gges t congl ome r at es i n
Bangl ades h, t he company has be e n operating its business by supplying
excellent quality yarn primarily in the export market.

Products of Akij Textile Mills Ltd include:
Yarn Dyed Fabrics (Oxford, Chambray, Fill-a-Fill etc)
Olid Dyed Fabrics (Twill, Canvas etc)



3.1.7. Akij Particle Board Mills Ltd.

Ak i j P a r t i c l e & Ha r d B o a r d Mi l l s L t d . h a s c o me wi t h t h e
b e s t p a r t i c l e b o a r d i n Bangladesh. It started business in the year
2001 & already it has created a place in the market for improved quality.
The factory is situated at Torraghat in Manikgonj District on the bank of the
river Kaliganga. There are about 1001-5000 employees in this factory.





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3.1.8 AKIJ PRINTING & PACKAGING LTD.

Akij printing & Packaging Ltd (APPL) is one of the biggest printing &
packages in Bangladesh. It was established in 1974. The most modern and
sophisticated technology of APPL have ensured the high quality printing and
packaging including the best quality wide format digital printing system in
Bangladesh. Two factories situated in Tongi and Navaran provide almost all
the packaging required by the group. Besides this, they also provide packaging for
other companies.



3.1.9 AKIJ INSTITUTE OF TECHNOLOGY.

I t i s f i r m s de t er mi nat i on t o i mpar t cor por at e, academi c,
pr of es s i onal and package training and the uncompromising quality of IT
education designed for various segment of the society. The curriculum has been
prepared to meet International Standard in view of ensuring a better career of its
students. Nowadays, this institute providing Bangladesh government approved 4
years B.Sc. honors in Computer Science under National University. It has five
campuses in different divisional cities, to ensure world-class education at students'
doorsteps.



3.1.10 Akij Computer Ltd.

Ak i j c o mp u t e r l i mi t e d e n c o mp a s s e s 3 s e p a r a t e a r e a s o f t h e
I T i n d u s t r y : S y s t e m Integration, Software Development & Design
Services and balanced on two divisions, Hardware & Software. Akij computer
was first introduced in 1997.


4.0 Business Portfolio :

An autonomous division or organizational unit, small enough to be flexible and large
enough to exercise control over most of the factors affecting its long-term
performance.
Because strategic business units are more agile (and usually have independent
missions and objectives), they allow the owning conglomerate to respond quickly to
changing economic or market situations.
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Product Portfolio of Akij Group

Considering the products of Akij Group with the assessment of growthshare
matrix
1. Cash cows is where company has high market share in a slow-growing
industry. These units typically generate cash in excess of the amount of cash
needed to maintain the business. They are regarded as staid and boring, in a
"mature" market, and every corporation would be thrilled to own as many as
possible. They are to be "milked" continuously with as little investment as
possible, since such investment would be wasted in an industry with low
growth.
The product of Akij group which fell into the cash cow group are
Firebox
five star cigarette
2. Dogs, more charitably called pets, are units with low market share in a mature,
slow-growing industry. These units typically "break even", generating barely
enough cash to maintain the business's market share. Though owning a break-
even unit provides the social benefit of providing jobs and possible synergies
that assist other business units, from an accounting point of view such a unit
is worthless, not generating cash for the company. They depress a profitable
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company's return on assets ratio, used by many investors to judge how well a
company is being managed. Dogs, it is thought, should be sold off.
The product of Akij group which fell into the Dogs group are
Lemu
Red & White
surma and diamond
legend white
Akij computer
akij pharmaceuticals
3. Question marks (also known as problem children) are business operating in
a high market growth, but having a low market share. They are a starting
point for most businesses. Question marks have a potential to gain market
share and become stars, and eventually cash cows when market growth slows.
If question marks do not succeed in becoming a market leader, then after
perhaps years of cash consumption, they will degenerate into dogs when
market growth declines. Question marks must be analyzed carefully in order
to determine whether they are worth the investment required to grow market
share.
The product of Akij group which fell into the Question marks group are
spa
checky monkey
akij cement
akij textile(yarn)
k-2
castle light
akij ceramics
akij printing and packaging
akij securities
akij real estate
4. Stars are units with a high market share in a fast-growing industry. They are
successful question marks and become a market leader in a high growth
sector. The hope is that stars become next cash cows. Stars require high
funding to fight competitions and maintain a growth rate. When growth
slows, if they have been able to maintain their category leadership stars
become cash cows, else they become dogs due to low relative market share.



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The product of Akij group which fell into the stars group are
mojo
clemon
speed
frutika
navy
sheikh
akij particle board
akij CNG conversion
akij textile
akij zarda

5.0 Product & Service Decisions Line
A group of related products manufactured by a single company. The same company
might also offer more than one product line. The cosmetic company might have a special
product line geared toward teenagers and another line geared toward women older than
60, in addition to its regular product line, that can be used by women of any age.
1 all goods made by a manufacturing firm
2 a group of closely related commodities made by the same process and for the same
purpose and differing only in style, model, or size
5.1 Width
The width of a company's product mix pertains to the number of product lines that a
company sells. For example, if a company has two product lines, its product mix
width is two. Small and upstart businesses will usually not have a wide product mix.
It is more practical to start with some basic products and build market share. Later
on, a company's technology may allow the company to diversify into other industries
and build the width of the product mix.
The Akij group has total 21 product width.
5.2 Length
Product mix length pertains to the number of total products or items in a company's
product mix, according to Philip Kotler's textbook "Marketing Management:
Analysis, Planning, Implementation and Control." For example, ABC company may
have two product lines, and five brands within each product line. Thus, ABC's
product mix length would be 10. Companies that have multiple product lines will
sometimes keep track of their average length per product line. In the above case, the
average length of an ABC Company's product line is five.
Considering the main products of the Akij group we can have toatal 25 lengths of
products mix.

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5.3 Depth
Depth of a product mix pertains to the total number of variations for each product.
Variations can include size, flavor and any other distinguishing characteristic. For
example, if a company sells three sizes and two flavors of toothpaste, that particular
brand of toothpaste has a depth of six. Just like length, companies sometimes report
the average depth of their product lines; or the depth of a specific product line.
After considering and assessing the product lengths of Akij group we found that the
Akij group has only two products which has two depths.
1. Sheikh Cigerette
a) Sheikh White
b) Sheikh Red
2. Mojo Cola
a) Mojo Regular
b) Mojo Light

5.4 Consistency
Product mix consistency pertains to how closely related product lines are to one
another--in terms of use, production and distribution. A company's product mix may
be consistent in distribution but vastly different in use. For example, a small
company may sell its health bars and health magazine in retail stores. However, one
product is edible and the other is not. The production consistency of these products
would vary as well.
After considering the product mix we came to a decision that the Akij group has very
large amount of products and the products rarely have any consistency.

6.0 Conclusion:

The surface-level competitive performance of Akij Group of Industries is rather good,
a sindicated by quantitative expansions of its exports to major international markets
over the t i me pe r i od. Mor e ove r , t he gr oup of i ndus t r y has al r e ady
i ni t i at e d t he pr oces s of enhancing its deep-level competitive
performance. Some important areas which require more attention to
sustain and enhance deep-level competitiveness of the industry are
reduction in production and distribution time, expansion of linkages, compliance
withcode of conduct of buyers and changes in product/market composition. The
Government of Bangladesh should also provide more active policy support

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