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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.

1.1 Objective of the study:

Board objectives of the study:

Gather knowledge about the Pran Food ltd. And how much product lines, how much products are available, how much products are available in the market and the products price and the target people by the Pran Food ltd. Identifying, evaluating, and understanding the marketing strategy and the business cycle of PRAN Group of Industries which includes the department(s) of Marketing, Sales and Administration.

Specific Objectives of study:

As a business expectative of the future, we should have to gather experience besides our institutional education. We should not concern our lesson only in the classroom but to implement it in the practical life, which will help us in our future life. So, to identify the objectives is very much important. My purpose of preparing the report is: To identify the market situation, position and value of PRAN Group. To identify how the organization maintains their customer needs and wants. To know how the organization uses their strategy to achieve the organizational goals and objectives.

The evaluation of the PRAN Group products, price and promotion policy. To classify their segmentation policy and target markets of the business.

1.2 Methodology of the study:

1.2a Data collection Techniques

Survey: My survey consisted of gathering as much as information as possible related to the products and company policy. An example of the one the places I went to is Agora super shop. I gathered the price of the products and the highly demanded products of Pran Group.

1.2b Sources of Data Collection

Primary: I have used the data for my report as I went to the company and collected the information from the sales manager and employees and asked them relevant questions about their products. Secondary: I have searched their web site for information and I have also collected prospectus, magazine and annual report for gathering information.

1.3 Limitations of the study:

I had to face various obstacles and barriers in the process of collecting all the essential information above which I was not able to avoid. Some of the issues were due to:

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.


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.

2.2 Industry size

Currently produced agro processed products:

The products that Bangladeshi food processing industries are producing from fruits and vegetables are mainly jam, jelly, pickles and fruit juice and drinks.

Current situation of total local companies involved:

According to the secondary data that I have collected the number of food processing industry were very few at first in 1981. But after 1988 it began to grow drastically. The production of fruits in Bangladesh is increasing and as a result our survey shows that food processing industry turned into 53 companies in 1991 and 1000 in 2002. But approximately 63 of them are


2.3 Company Background

The largest fruit and vegetable processing industry in Bangladesh with countrywide distribution network AMCLs PRAN is an established brand of Bangladesh with an extensive sales force all over the country. PRAN have a well-developed infrastructure for production, sales and distribution. PRAN has proven itself as-Local product but of international standard.

2.4 The company profile of Pran

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

2.5 Company objective of the PRAN:

AMCL and its Brand name PRAN have twin objectives Achieving social values with sustainable pecuniary advantage for all our stakeholders

2.6 Company Aim:

To Generate Employment and earn dignity and self respect for our competitors through profitable enterprises.

2.7 Company Mission:

Poverty and Hunger are curses.

2.8 Goals of PRAN Group:

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 .

2.9 Quality Policy

It is the Policy agricultural marketing co ltd to market product of consistent quality at home and abroad as per world standards produced hygienically in accordance with good manufacturing practices in state of the ART plants and processes, packed in appropriate packaging and remain committed to these objectives all times.

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.

2.10 Corporate Social Responsibility (CSR)

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.

CHAPTER 03: operating policy and marketing strategy of pran

3.1 Business Portfolio (SBUs):
Boston Consulting Group analysis is a chart that had been created by Bruce Henderson for the Boston Consulting Group in 1968 to help corporations with analyzing their business units or products lines. This helps the company allocate resources and is used as an analytical tool in brand marketing, product management, strategic management, and portfolio analysis. BCG Matrix is a tool that highly used in deferent types group of industry to find out; the position of their deferent type of products, for taking decision what will be their next business strategy. In BCG Matrix the platform of every individual product are compared with relative market share and market growth rate. Relative market share which is measured on the horizontal axis and market growth rate is measured on the vertical axis.

BCG Matrix Question mark


Cash cows


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% 2.25% 13% 6% 14% 14% 3.50%

Beverage Drinks Confactionary Snacks Dairy Juice Chatny

4% 2%

Products position in BCG Matrix: Name of product

Beverage Drinks Confectionery Snacks Dairy Juice Chatny Pran dal Chanachur

Position on BCG matrix

Dogs Question mark Cash cow Star Dogs Cash cow Cash cow Cash cow Star

3.2.Major Export Product:

Juice, Drinks, Beverage, Culinary, Snacks, Confectionary, Dairy, Fruit Juices, Fruit Drinks Instant Powdered Drinks, Pickles, Canned Fruits &Vegetables, Extruded & Fried Snacks, Tea, Aromatic Rice, Puffed Rice, Flattened Rice, Jam & Jelly, Plain Spices, Blended Spices, Mustard Oil, Mineral Water, Dehydrated Fruits, Tomato Ketchup / Sauce, Toffees, Candies, Bubble Gum, Biscuits & other confectionery etc.

3.3 Major Export country:

India, KSA, UAE, Kuwait, Bahrain, Qatar, Djibouti, Angola, Australia, Austria,, Belgium, Benin, Brunei, Burkina Faso, Bhutan, Cameroon, Canada, Capo Verde Islands, Chad, Congo Eritrea, Equatorial Guinea, Ethiopia, France, Gabon, Gambia, Germany, Ghana, Greece Guinea, India, Italy, Ivory Coast, Japan, Korea, Lebanon, Malaysia, Mali, Mauritania Mauritius, Myanmar, Mayo tee, Nederland Antilles, Nepal, Niger, Oman, Pakistan, Palestine, Qatar, RCA, Reunion Islands, Senegal, Sierra Leone, Singapore, Sri Lanka ,Sudan, Sweden, Switzerland, Togo, UK, USA & Yemen.

3.4. Market Demand

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:

30% 25% 20% 15% 10% 5% 0% Juices Confectionery Spices

Snacks Spices Dairy products Juices Carbonated Drinks Confectionery