Existing Local Business

Established in 1980. Largest fruit and vegetable processor in Bangladesh. A subsidiary of PRAN RFL Group Company. Foods, beverages etc are made from fresh farm products and hygienically

packed. Simply a pioneer Food and beverage company in Bangladesh. For maintaining high quality in PRANs production, packaging and distribution, PRAN has earned the distinction of achieving prestigious certificate like ISO 9001:2000 Is the largest exporter of processed agro products with compliance of HALAL & HACCP to more than 82 countries from Bangladesh. Involved in contract farming and procures raw material directly from the farmers and processes through state of the art machinery at their several factories into hygienically packed food and drinks products

 Production of more than 200 products under 10 different categories:

(1) Juices (6) Snacks (2) Drinks (7) Culinary (3) Mineral Water (8) Confectionary (4) Bakery (9) Biscuits (5) Carbonated Beverages (10) Dairy
Has adopted ISO 9001:2000 as a guiding principle of its management

function Certified as HALAL which ensures the best quality products Improved storage facilities Careful monitoring of products using electronic sorting Skilled and experienced personnel

SWOT Analysis

 Leading market position

Brand name
Regular introduction of new products and

services Technological expertise Management expertise Strong distribution channels Diversified product lines

 Product quality variations

Turnover and long term people issues Large business size

 Market penetration
Governments supports

Value addition in products and services

Positive environmental factors High growth rate in the food and beverage

industries

 High competition from other foreign and local

companies Competitor can produce same products Increase competition for market share in the industry National and global economic unrest New innovations of other companies

Managerial Functions

 Mission: To generate employment and earn dignity &

self respect for our compatriots through profitable enterprise. Vision: Improving livelihood Long-term goals: (survival needs)

Customer satisfaction with high quality products and services. Commitment to provide excellent quality products at all times. Product quality, which means not only great food but great service

and atmosphere. The creation of a unique, innovative, upscale atmosphere that will differentiate PRAN from its competitors. Maintain good relationships with reliable suppliers. Repeat customers

Types of planning

strategic planning
This strategic planning helps them to achieve their long

term goals with available resources. Sometimes they have to focus on the intermediate and operational planning to achieve some short term goals.
Response to uncertainty
go for aggressively making things happen rather than

waiting for them to happen. they acquire frequent development and testing of new product and services.

PRAN OBEYS TRADITIONAL HIERARCHY SYSTEM WITH CHAIN OF COMMANDS THAT ONE PERSON REPORTING TO HIS OR HER SUPERIOR IN LINE OF AUTHORITY WITH ONE PERSON AT TOP OF THE ORGANIZATION. PRAN FOLLOWS BUREAUCRATIC PRINCIPLE WITH EQUITY IN MANAGEMENT.

PRAN MAINTAINS CLEAR COMMUNICATION CHANNEL TO HAVE UNIFORMITY OF FLOW OF DATA AND INFORMATION AMONG MANAGEMENTS AND EMPLOYEES TO AVOID ANY DISTORTIONS.
LARGE ORGANIZATIONS LIKE PRAN, DECISION-MAKING POWER IN MINOR OR SOMETIMES IN MAJOR ISSUES VESTED ON LOWER LEVEL MANAGEMENT. ALTHOUGH THEY ARE UNDER EXTREME SUPERVISION OF TOP MANAGEMENT, THUS FOLLOW DECENTRALIZE AUTHORITY PRINCIPLE. ALTHOUGH DECISIONS THAT ARE MADE BY LOWER MANAGEMENT NEED APPROVAL OF TOP MANAGEMENT TO MAKE IT WORK IN PRACTICAL. FLAT ORGANIZATION STRUCTURE WITH BROAD SPAN OF CONTROL. PRAN DEPARTMENTALIZE THE ORGANIZATION INTO FOLLOWING DEPARTMENTS: Marketing. Project management. Manufacturing & Production unit. Finance. Engineering & Product research. Customer relationship development.

With external Staff personnel for legal and other advice and assistance

 Hybrid leadership style which is a mixture of

participative and free rein leadership style where top managers sets objectives but sometimes follows democratically decision making. Enabling workers Good relationship between managers and employees. Top managers of PRAN always set short term objectives to their employees to fulfill and try to have a good communication among the workers so that they evaluate the performances of the employees.

 Senior managers control the whole company.

Developed performance standards

Systematic observation and experimentation Each employee under constant monitoring.

Rewards in exchange of good performance.

Take corrective action against employees when

needed

 they try to make the employees satisfied through

following ways: Incentive scheme for all employees. Medical support. PRAN scholarship scheme. Transportation and Canteen facilities. Recognition and Career growth. Employee training and development. Work environment.

 They encourage their employees to take part in

opportunities and programs that will add to their aptitude to bring value and ensure further augmentation and the company. They offer: In-house learning opportunities are provided by managers working closely with employees to structure appropriate on-the-job activities to meet identified developmental needs. They invite professional personnel from abroad for the development of their employees. Professional certificates are provided at seminars, conferences or other specialized workshops.

 Staffing: PRAN believes that primary capital equipment

of their business is Brain power. Innovative and creative workers can help PRAN maintain their reputation in market by delivering high quality products all the time with some new innovative addition to their product line. PRAN follows staffing principle for recruitment, hiring, motivating and retaining the best people available to accomplish the companys objective. Thus PRAN
Tries to attract best workers by promising them good

salaries with incentives. Motivates them by giving fringe benefits, incentives and bonuses. Gives existing employees best job satisfactions. E.g. company car, house rent, bills, promotions and other facilities to retain employees

 PRAN uses different sources to communicate with their target

market. PRAN uses those sources to attract more customers, sources like Local Cable, Newspapers, and Billboard and when they launch any scheme in products, they use pamphlets to aware their customers. PRAN products use the Electronic Media to attract the customer and give full information about their products through this. PRAN also uses vehicle writing method and posturing for their product advertisements. They also promote their product with the help of their packaging system. In packaging, they mainly follow a strategy that the product will be packaged in an attractive form, that will make consumers interest on their product.

PRAN follows combination of both Push and pull strategies in their promotional strategy.

 Other type of promotion strategies those are used

by PRAN are as follow:

o Personal selling: creates a good relationship to the dealers, distributors, wholesalers, retailers and with customers The company's sales people also play a vital role in personal selling but trends these days is PRAN hires representatives for their personal selling purpose. This way of promotion is not used by PRAN very frequently other than when some new products have been introduced to the market.

o Sales promotion: Coupons Contest Sweepstakes

Bonus pack Price off Event Marketing

o Public relation strategy: Creates and places newsworthy information in media and television to attract customers. Publicity of specific new products. Maintaining Good relation with Government officers which comes under lobbying strategy. Maintaining good relation with investor

PRAN hopes that through their Promotional strategy plan they will increase the competitive market share in foods and beverages industry. PRAN food products provided superior value to its customer whom they promised through advertising. So the customers are loyal to the brand and build long term relationships.

 From 1980 till now PRAN has maintained their accurate

standards through improving quality, customer satisfaction and developing product according to everyday market needs
PRAN-RFL group of industries is now one of the most

successful industries in our country with wide variety of products. Their success is not only saturated within country as they have started exporting their products abroad and gained a very good reputation for high quality.

 Recommended strategies for survival in future market:

To compete with the competitors in an innovative and

technical way.
Carefully analyze the economic condition of the country.
To improve technological and technical support of the

company.
The company should justify the legal concern in

appropriate way.
The company should have clear concept about market

(national & international) industry demand.