Introduction: No knowledge is fully complete unless it is fully supported by events on ground.

Whatever may be the quality of theoretical knowledge, it is n complete without practical implications on ground. This realization more pronounce in the study of Business Administration where ccperience on ground plays a dominant role. Masters of Business Administration (M.B.A.) is specialized course. The course is designed with an excellent combination of practical and theoretical aspect. After completing the M.B.A. program, three months preserved for internship program. This internship program is very bnportant for M.B.A. students. This program helps M.B.A. students to g an initial experience about the practical field. As a student of M.B.A. with the partial fulfillment of the course requirement I was gned to Shah Cement Ind. Ltd Corporate Head office, 13 Dilkusha, I have tried my best to use this opportunity to enrich my knowledge on Marketing Sector of Prome Agro Foods Ltd, Dhaka. After observing thoroughly, I have completed this report on the basis of my findings and observation relating to the topics.

1 2 Objective of the study Ey rk has its own objectives. So the main objectives are to fulfill the ..lemic requirements for the degree of Masters of Business Administration A). More specifically the objectives of the study divided in to two categories. Main objectives are as: 1. To measure the customer satisfaction 2. To know the perception of the people toward select a Brand in consumer goods Industry. oiUve obiectives: The study covers the following supportive objectives: 1. To learn about Prome Agro Foods Ltd 2. To learn about user of Prome Agro Foods Ltd 3. To find the problem & prospect of Prome Agro Foods Ltd 4. To know about the customer demand of Prome Agro Foods Ltd 5. To suggest some recommendation for improving the operational efficiency to satisfy the client. 6. To evaluate their customer satisfaction.

I ha tried my best to touched and discussed about all of above-mentioned point ii my report & give the report to a complete shape. So that anyone can .mderstand about Prome Agro Foods Ltd.

1. 3 Methodology The study of the customer satisfaction of Prome Agro Foods Ltd is based on theoretical and analytical. So the data collected by systematic investigation. The most important thing of the study was collected necessary Information and data. The general sources of data collection are: Interviews Questionnaires Reference Books, Journals and Periodicals The source on which report has been made is secondary one. This is not a primary source. Because havent used the directly had to collect is as a secondary ffCC. I collected my information and data from two sources: 1.3.1 Primary sources: These types of sources include following: 1. Practical field work with the help of assistant managers. 2. Personal interview of assistant managers. 3. Face to face conversation with the senior managers and managers. 4. Observation of the total export tasks. 1.3.2 Secondary sources: These types of sources include the following: 1. Brochure Of Prome Agro Foods Ltd

1 4 Problem Statement: 1.4.1 lime Constraints: In preparing the report time was the principal constraint. As my Internship program was only for two months, it was difficult for me to figure out the report with absolute information and

required data. For the report and proper presentation after internship program It needs much time for preparation. 1.4.2 Data Constraints: Last few decades our cement industries have developed much with its ,ources and collaborations. But comparison to Western countries we have the different of few more decades realized (by me) when I tempted to collect essential and required data. These are still scarce hi our country whether it is primary or secondary data.

1.4.3 Experience Constraints: To prepare and produce such kind of report properly it is needed ecpeilences. In preparations of the internship report, also used my previous faculty experience although it is needed much more. I think experienced could have different a great deal.

1.4.4 Organization Constraints: As a competitive organization, it has a great deal of hidden information that is not possible to present in the report. As interns of Prome Agro Foods Ltd, I tried to find out possible information. So this is also one of the bmitations of my report.

GROUP PROFILE PROME-.Agro Foods Ltd Head office: 46, Abdullahpur, Uttara Dhaka-1230 Branch Office: 744, Uttarkhan, Dhaka-1230 Introduction Prome Agro Foods Ltd is a concept to fight poverty & hunger in Bangladesh in the shortest pcle time through employment generation. Twenty-five years ago the Group started btEiess with a vision: to create employment opportunities for its rural compatriots. Tim Got focused on agriculture & agro-processing. Agriculture in Bangladesh is an ecld vocation but considered fit only for rural peasantry. They have been exploited by . .LI&men and seldom receive fair prices for their products. They are destined to live at eistence level and in abject poverty. Agriculture was never considered commercially ich less as an industry. The Group was born in 1981 and it has diversified its business into various areas and it grown over the years. Today it is a large Group with diversified interests. At ,.reimt, the Group

consists of 11 companies with 10 modem factories around the coudry. The Group head offices are located at Dhaka- the capital city of Bangladesh & Sie different agro-growing & processing units & factories are located around the country.

COMPOSITION OF PROME AGRO FOODS LTD maw Foundrvitd (RFIJ Rongpur Foundry Ltd (RFL), Prome Agro Foods Ltds first venture set up in 1980 has been bwmed from a small cast iron foundry into a major diversified industry covering cast Eon, plastic and engineering industries catering to the mass market for agricultural *ment and machinery such as tube-wells, hullers, piston rings & liners, centrifugal pinps, stoves etc as well as PVC pipes, fittings, rope, furniture etc. Production is Eicreasingly being subcontracted out to small workshops in North Bangladesh thus readlng technology and income generation activities to small operators. The first ever .ports of plastic pipes took place when RFL exported these to Tripura, India.

L lass Ltd (RL); RFL plastics Ltd- one of the sister concern of Prome Agro Foods Ltd, Bangladesh. PROME Agro Foods Ltd irled its journey in 1981 with the manufacturing cast iron products specially to ensure pae (frg water for the masses, providing cheap irrigation facilities to the framers and making rw l icr. grew steadily over the last 27 years and slow gained its recognition for its expertise in cg high quality & cost effective products for its customers. Accordingly the group has ,uai&d its business activities in PVC & PLASTICS. L Plastics Ltd. managed by a professional organization has already established itself as one of leading manufacturer and exporter of quality molded PLASTIC products in addition to cast ion products at home & abroad with the brand name RFL. At present RPL has got molded plastic products in the following category: Furniture, Kitchenware, Table ware, Bathroom ware, House ware, multipurpose ware, Gannent accessories L hse already set up a benchmark for competitors on the lines of quality and elegance W man&acturing premium quality products to give clients excellent services and true ,e for their money.

is committed to achieving highest level of customer satisfaction by continuous ivrovement of human resources in production and marketing of its products using adwaiced technology that ensures continuous growth. RFL has already achieved ISO 9001 certifications for its quality management system, accordingly a defined system & pocechires has been developed through the organization. Best raw materials are amaced & products are produced as per ISO & British standards that ensure the highest ci customers satisfaction I -- Marketing Co Ltd launched in 1985 as an agro-business venture to: & Aseist small farmers by providing inputs b. Uket farm produce C. (ganize contract growers with a view to growing specific crops d. Eqot ricultural produce Soon transpired that a processing facility was imperative for a sustainable enterprise. ANCL therefore set up a factory on 8 acres of land in Ghorashal & machinery was jistalled for betting & canning in May 1991.

ibe factory has expanded substantially over the last several years in all spheres of food processing i.e. pulping, pickling, concentrating, dehydrating, bottling, canning as well as installation of Bangladeshs first aseptic packaging facility. Machineries for all these lines are being installed, expanded, modified & fabricated inuo. AMCL with its brand PROME have twin objectives: achieving social values with aiiable pecuniary gain for all our stakeholders. PROME FOODS LTD (PFL) was established in 1996 as a private limited company to explore the inmense possibilities & potentials in agricultural sector of Bangladesh. PFL is trying to create wealth by adding value to farm produce & increasing their shelf life & so generating employment & income in rural areas. Presently PFL is buying & processing potato, pulse, corn etc. for the manufacture of iallty food items like chips, chanachur & related snacks, crackers & confectionery items ii a modem, hygienic & state-of-the-art plant. PROME Dahv Ltd Aiming at meeting the nutrition demand all over the country by procuring, processing, peckaging & marketing of pure drinking milk & products at affordable prices, PROME IRY LTD started its operation in 2002. It was established as a private limited ccnpany & the factory is situated at Narsingdi.

We e the countrys first aseptic pack introducer in milk category having latest technology for piocessing & packaging. Currently PROME DAIRY is processing Ultra High Temperature (UHT) ii aseptic pack, pasteurized milk, powder milk, flavored milk & other allied products. The iy has already achieved ISO-9001, HACCP & Halal certifications.

PKAN Afro Ltd PROME AGRO LTD was established in 1999. Objective of this Company is to work as a *awd h*age industry for PROME; as such we are involved in collection & processing d breit seasonal fruits & vegetables. Accordingly state-of the-art plant & machineries h been installed. Additionally, the Company is involved in the production of finished pcJcts Nke tomato ketchup & sauce, ffied peanuts, spices, juice, chutney, pickles, j.njeIy, vermicelli etc.

PROME B.v.raae Ltd PRPN Beverage Ltd was established in 2004 at PROME Industrial Park, Palash, Narsingc. which is 55 km away from the capital city Dhaka. Primary objective of this Coaipay s to produce quality beverage in the country & eventually establish itself as a sigrc player in the growing carbonated beverage i.e. cola market in Bangladesh. PRAII Exports Ltd serving millions of consumers at home successfully, PROME has focused on qorts to serve the billions abroad. With this end in view, a 100 percent export oriented Ccnany has been formed called PROME Exports Ltd in 2004. The aim of the Company to market all types of PROME Group products abroad. At present PROME is the largest exporter of agro-processed food items in Bangladesh. bi recognition of the extraordinary performance in exports, PROME has achieved the bestpro ssed agro food exporter trophy for the last three consecutive years. Qrrently PROME products are regularly being exported to 64 countries all over the globe. or export markets are Asia, Middle East & Africa. AN Confectionery Ltd PROME Confectionery Ltd was established in 2005 to introduce quality confectionery and other VOI items with a view to grab the immense potential of confectionery business in Bangladesh well different export markets; currently our confectionery portfolio consists of different sugar besed products i.e Hard Boiled & Deposited candy, lollipops; Gum based

products i.e bdb4egum, ball gum etc; Soft chewy products & Chocolate based products i.e Liquid chocolate, hffce, beans etc. rzza Aaro Processing Ltd MnEig at meeting the increasing demand for fine & quality rice at home & abroad, 1GA AGRO PROCESSING LTD (BAPL) started its journey in the year 2000. BAPL is iwod m processing & packaging of fine & quality rice & marketing the same in local & mkets. PROME is the first and largest fruits & vegetables processor company in BnnIiii4esh. The company has celebrated its Silver Jubilee in the year (2006). As the first fruits and vegetables processor company in Bangladesh it earns the jesaigious distinction certificate ISO-9001, HALAL & HACCP. PROME is an abIihed brand in Bangladesh and has a well-developed infrastructure for 1woduction, sales & distribution. It has been exporting products to 72 countries around the world with brand registration in 32 countries including Asia, Europe and Africa.

1.1 HISTORiCAL BACKGROUND OF THE COMPANY a. Serve mI1 farmers with inputs. b. Markcting farm produce for profits. c. contract growers to grow specific crops. d. Ezpwls of agricultural produce. Soes I apparent that a processing facility was imperative for a sustainable venture. cfr,e t up a factory on 8 acres in Ghorsal with machinery for bottling and canning y 1991. The factory has expanded substantially over the last 9 years in all spheres dkod processing e.g. bottling, canning, pulping, pickling, concentrating, dehydrating as as installation of Bangladeshs first Tetra-Pak facility and a modem Extrusion plant mack food. Machinery for all these lines are being installed, expanded, modified and bricated continuously.

AN1ZAT1ONAL STRUCTURE: Bengladeshi corporate culture incorporating in it all the applicable concept of good maiagement as practiced in the developed countries.

SdIed professionals hold key managerial posts developing & building the capacities of SW subordinates through intensive training, exposure to similar external positions and en-the job supervision. Responsibilities and accountability are clearly defined for managers who are mostly young but well-educated. Chains of command ensure that decisions are taken after due deIIeration and diligence. Ccithnuous training has become a way of life in the organization. bi ipile of rapid growth industrial units of Prome Agro Foods Ltd have established benchks for harmonious relations between labour and management. Ieanai resource development and organizational capacity building is always in high foam of the management. ity assurance, hygiene and sanitation parameters and other checks & balances are Eirporated in the production lines and in the standard operating procedures in the odes. Both AMCL PROME and RFL are ISO 9001-2000 certified and PROME has also oned HCP & HALAL Certifications. The Group is driven by a strong sense of social responsibility as a enshrined in its acronym : PROME and its corporate mission statement which are the focal point of all endeavors of the Group.

PARTICULARS OF DIRECTORS: GqneraI Am,Iad Kja ChowdhuyRetd): Ma Genera Amjad Khan Chowdhury (Retd), Director of the company & CEO of PROMEAgro Foods Ltd is an established Industrialist and business man of the country who served m Pdstan & Bangladesh Army with distinction having held high positions in field as well I. After retirement from Army he started his own business setting up of Rangpur Foww*y Ltd RFL in 1981. He is a notable social worker and is associated with different socio-a*ural organizations. .Mun Khan Chowdhury . Ahsan Khan Chowdhury, is the son of Gen Chowdhury. After completing his BBA *Gn USA, he joined the group as Executive Director & later promoted as Managing Obector of RFL. He is a dynamic young man and has been playing a vital role in veIoping the groups

business by actively & dedicatedly participating in day to day management. He is responsible for day to day operational activities of the group reporting to the Chief Executive. Ms Sabiha Amiad: Ms. Sabiha Amjad wife of General Amjad, is a highly accomplished lady with masters in Eormornics & English. She has been in business for the last 20 years having helped in bhing Property Development in 1983. She has keen interest in business of the oup and has gained appreciable practical experience in involving industrial activates of lie Group. A simple overview about PROME AGRO FOODS LTD

OBJECTIVES Marketing Objectives: Maintain positive steady growth each month. 4ncrease market penetration every quarter. Generate increased brand awareness quantified by reactions/feedback of Coiners at the trade shows. Product introduction Product awareness Company and product image building Product loyalty forming Building goodwill Communication with the consumer Building top of the bead. Consumers get brainwashed after looking at adveitisements

!I.ancial Objectives: Decrease customer acquisition costs by 1% a quarter. Continue to decrease variable costs through efficiencies gained from experience. lzcase 1xofit margins by 0.5% per quarter. Profit making Co1npete in global market Build-up business

SCOPE 1. Mketing mix analysis 2. Distribution system

3. Specific Recommendation 4. Limitations finding. 3. Analisis of data. 6. Learn export procedure. 7. Learn corporate culture. 8. Know about export items. 9. Build-up handling capability 10. Learn about foreign market.

COMPANY AIM 1. PROME wants to generate employment. 2. They want to earn dignity & self-respect for their compatriots. 3. Increasing long-term market presentation by using technology and equipment to develop new products and improve current products. 4. Creating and implementing working environment both in plant and office.

PRODUCT POSITIONING STRATEGIES The product is a mango fruit juice, which we would like to position as a Healthy alternative to carbonated beverages and other artificial sodas and drinks & foods. The mango juice will add variety to the diet for the people of UAE. That is why we want to position Prome foods a fast moving consumer good in UAE. To huge Bangladeshi expatriates living in UAE, Prome will also serve a national symbol and be a source of

PRICING STRATEGY We think that since there is a number of competing brands in the mango juice market, Prome should follow the market pricing strategy. The penetrative pricing policy should be used in Promes case because BANGLADESH is country with low per capita income ($ 1000) money is a factor to the conswners in BANGLADESH. Also the fact that there are a kA of high profiled brands, which are already quite competitively priced, makes iiaiet,ation pricing less appropriate.

MARKETING MIX OF PROME

The marketing mix is one of the major concepts in modem marketing. We define uwketing mix as the set of controllable, tactical marketing tools that the firm blends to produce the response it wants in the target market. The many responsibilities are collected into four groups of variables known as the 4 Ps: product, price, place and promotion. hoiht is the thing that can be offered to market for attention, acquisition, use or .cII.11.nption that might satislr a want or need. PROME has several types of food products. It is Bangladeshs largest grower and processor and vegetables. Their growers cultivate the choicest fruits and vegetables, which c pocessed in their modem and hygienic factories to highest quality & international iI.ds. PROME tries its best to serve its customer the best product. PROME follows marketing concept in terms of product and price. At first they fmds the ns l wants of the consumers and then they try to meet these need & wants through ibeir products and makes profit by long term customer relationship. But they think more th custoine?s satisfaction rather than the profit.

PRODUCT AMCL has a predominant retail market presence for more than a decade. The agroprocessing company of the group, properly named as AMCL-PROME, has in the ntinie accessfully established its name and prominence, which promoted the otors to rename Property Group as PROME and they create it as a licensed

Figure ======

&snd And the brand name is also easy to pronounce, recognize and remember. It is distinctive and registered. With its wide brand awareness, it is recognized in terms of quality and food safety. Its market share is well secured by its brand name PROME and li name is available at every niche and corner of the country and thus it has become a husthold name. At Kit in average consideration PROME products are in the growth stage. But in D1gbitcth PROME has occupied the leadership in juice market. But a few days ago They

dr diallengers to the Sezan. They can occupy the leadership within a short time bce of its quality, target market and competitive advantages. But in other products I ks, aackers and tea they are the followers.

Chart===== WAN expects that the non-refundable beverage market have an obvious growth opportunity in Bangladesh. Non-carbonated beverages have made their footage and grabbed substantial market share, fuelling a quick shift in preferences from carbonate to non-carbonated beverages. PROME has tremendous growth opportunity with the increase in literacy and health consciousness among the urban population people who will be 1ined to natural processed fruit drinks as opposed to carbonated soft drinks.

PRICE is the amount of money charged for product or service or the sum of values that amsumers exchange for the benefits of having or using the product or service. PROME considers competitors prices and other internal and external factors to fmd the best price. Sije Bangladesh is a developing country the demand of juice is lower than other ai..dzy. Here people are not very much concern about health. In Bangladesh the demand of carbonated drinks like Coca-Cola, Pepsi, RC Cola is much higher than fruit juice. So, PROME has to fight with these strong competitors everyday. Now-a-day PROME only has 14% shares in beverage market where Coca-Cola and Pepsi have 38% and 30% shares. So, their main marketing objective is to survive in this competitive market. In order to survive PROME offers as low price as possible. In the organizational consideration it approves the prices proposed by lower level nnagement or sales-people. In the term of pricing the organization considers descending order. The sales people give the information about the pricing and promotions of the competitors and the consumers demand and satisfaction about their price to the top management. Then the top management decides about the pricing of their products. PROMEs great competitors are Coca Cola, Pepsi, RC Cola, Sun fill, and Slice, They have occupied 86% market shares. Only 14% market shares are occupied by PROME. As there are many buyers and sellers in beverage market PROME follows monopolistic competition. Tlir pricing decisions are buyer oriented. The management sets the price of the

PROME follows cost based pricing. Their follow descending order in pricing

Organogram====

Fig- The decision making process in pricing strategy System. They add a standard markup to the cost of the product to gain profit but if the awnpetitors change their price PROME has to change their price. The top management considers the information given by the sales people to set the price of their product.

PLACE Place includes company activities that make the product available to the target customers. Distribution channels do these jobs perfectly. They perfonn various functions like information gathering, promotion, contact, negotiation etc. PROMEs marketing channel is indirect marketing channel. It has an intermediary level between manufacturer and camers. The level is retailer. PROME uses channel 2 as their distribution channel. fl wtxle AMCL has an independent marketing department, which is responsible for dcgning marketing plans and strategies and implementing them. It has developed ne programs for promoting all products in order to create a new customer base and to ntain existing level of demand. PROMEs major strength is the distribution network with 263distributors spreading all over the country. In order to support its operations, PROME has developed a full-fledged and independent sales department. There are 40 supervisor executives to monitor the field forces and overall sales performance of the company. These executives visit the distribution regularly. The sales team collects orders and lifts the refundable bottles from the diatributors. These distributors cover the 64 districts and 489 Thana areas perfectly. PROME follows conventional distribution channel. Its retailers are individual and have iqiate business seeking to maximize its own profits. PROME doesnt have any control s. the retailers. They sell their products to the retailers and the retailers resale the iroducts to the customers. When the company faces any types of problem in distribution channel it takes the help of third party finn. For sometimes this party controls their distribution process.

In the distribution strategies PROME follows intensive distribution. They stock their oducts in as much as possible. And they serve the products to the market when the atomers need them. JRAN and its distribution channel are very much concerning about the price policies, awkhtion of sales and specific services performed by each party. PROME provides list pice and discount to the retailers. The retailers also perform their jobs perfectly.

Sales & Distribution Network Countrywide Distribution Network Company appointed Sales FoPROMEe all over the Country Sales Network 70 Executives 486 Sales Representatives (Selling to retailers all over Bangladesh through Dn Country Divided by Sales Zone Distribution Network At this moment total Distributors are 345

Figure==

i3ROiO Promotion means activities that communicate the merits of the product and persuade target customers to buy it. In the term of advertising PROME uses informative and persuasive advertising. Generally they use persuasive advertising for their building brands but in case of their new products they use informative advertising to inform the customers about their products. In the case of creating budget PROME follows percentage- of-sales method. PROME spends 8-10% of their yearly sales for advertising purpose. PROME prefers television as the advertising media. They prefer it for some purposes, such in Bangladesh television is the media, which reaches to their target customers who live in the town, and it has a great impact on the viewers. In term of rural people they use radio commercial in local dialect The message of PROME is PROME for health or Deshi r beshi shwad. A firm named Property development is engaged in PROMEs advertising jobs.

PROME offers premium goods such as car as a promotional tool. They also offer Newspaper coupons and free gifts with every purchase to the customer who is expected generate consumer trial and penetration. Special POP items like buntings, caps, Tshirts are also offered. IncentIves, like attractive stickers are offered with every purchase k give them better value for money. Press advertising on important national or cultural events like New year, Victory Day etc are published.

To build public relation PROME provides diary, calendars, pens etc to their regular customers. They publish annual reports for their stack holders. They have also some competitive advantages. Such asDiversified products base allows the customers to enjoy a higher degree of fienty. Countiywide distribution through well-established network ensures that the products ,rdi to the customers in good shapes and on time. .Rcpation with financiers, including local and multinational institution provides ability oIain adequate financing promptly and at competitive prices. The brand name image PROME has been successfully promoted and carries goodwill. PROME informs consumers about product benefits through these promotions and for these types of activities they can create a position on the consumers minds. So, various marketing programs are launched to promote sales as well as to further develop the image of the company as the prime agro-based food processing industry of the country. Advertising & Promotion h-heuse advertising agency provides full advertising support. Major emphasis is on TV advertisements as this is the most popular Media available. 50% of the annual budget is dedicated to TV. New ads for Mango Juice Bottle, Aseptic Juice, Tea Radio, Press, Cinema, POS, Outdoor ads (Billboards, Wall Painting) also used in promotion Outdoor coverage (PROME Branding) all over Bangladesh. Promotional Objectives The main promotional objectives of PROME are: Product introduction Product awareness Company and product image building

Product loyalty forming Building goodwill Communication with the consumer

BF \ t Fl IS HR Good Quality Products conforming to local tastes, health & hygienic standards. Affordable price within the reach of target consumers. Available everywhere all the time. Local product but of international standard BIt1 F)Ui1V T1 more the brand equity the strong is the brand, the better the position.

Organogram====

Figure: Brand Equity Diagram LI\1[[i )S OF 1 iF (O\I 1A\\ An advertiser always has limitations. While making an ad the company as well as the advertising firm has some limits. Almost all companies face these limitations. T1 limitations that PROME was faced with were as follows: Time: The ad firm was given a time within which they had to fmish the ad, as the launching of PROME happened much earlier than scheduled. Lack of advanced technology: In Bangladesh the ad producer face the problem of having to use technology that it a bit back dated. This decreases the quality and the special effects. The advertising firm did the best with what they had. Money: This is another important factor. The company gave the advertising firm an ad budget. The producers had to work within that. But it is not always true that the ad will be better if the money spent on it is very high.

Export mechanism in Prome Agro Foods Ltd Part: 1 introduction of export Definition of export

The definition of export is when you trade something out of the country. In economics, an export is any good or commodity, transported from one country to anher country in a legitimate fashion, typically for use in trade. In national accounts exports consist of transactions in goods and services (sales, h.ter, gifts or grants) from residents to non-residents. The exact defmition of ckpolls includes and excludes specific borderline cases. A general delimitation of exports in national accounts is given below: An export of a good occurs when there is a change of ownership from a resident to a non resident; this does not necessarily imply that the good in question physically crosses the frontier. However, in specific cases national accounts impute changes of ownership even though in legal terms no change of ownership takes place (e.g. cross border financial leasing, cross border deliveries between affiliates of the same enterprise, goods crossing the border for significant processing to order or repair). Also smuggled goods must be included in the export measurement. Export of services consists of all services rendered by residents to non- residents. In national accounts any direct purchases by non-residents in the economic territory of a country are recorded as exports of services; therefore all expenditure by foreign tourists in the economic territory of a country is considered as part of the exports of services of that country. Also international flows of illegal services must be included.

Advantages of exporting Owflership advantages are the firms specific assets, international experience, and the ability to develop either low-cost or differentiated oducts within the contacts of its value chain. The locational advantages of a particular market are a combination of market potential and investment Iiernationalization advantages are the benefits of retaining a core ampetence within the company and threading it though the value chain rather than obtain to license, outsource, or sell it. In relation to the Eclectic paradigm, companies that have low levels of ownership advantages either do not enter foreign markets. If the company and its products are equipped with ownership advantage and internalization advantage, they enter through low-risk modes such as exporting. Exporting requires significantly lower level of investment than her modes of international expansion, such as

FDI. As you might expect, the lower risk of export typically results in a lower rate of return on sales than possible though other modes of international business. In other words, the usual return on export sales may not be tremendous, but neither is the risk. Exporting allows managers to exercise operation control but does not provide them the option to exercise as much marketing control. An exporter usually resides far from the end consumer and often enlists various intermediaries to manage marketing activities.

Disadvantages of exporting For Small-and-Medium Enterprises (SME) with less than 250 employees, selling goods and services to foreign markets seems to be more difficult than saving the domestic market. The lack of knowledge for trade regulations, cultural differences, different languages and foreignexchange situations as well as the strain of resources and staff interact like a block for exporting. Indeed there are some SMEs which are exporting, but nearly two-third of than sells in only to one foreign market. The following assumption shows (1w main disadvantages: Financial management effort: To minimize the risk of exchange-rate fluctuation and transactions processes of export activity the financial management needs more capacity to cope the major effort Customer demand: International customers demand more services from their vendor like installation and startup of equipment, maintenance or more delivery services. Communication technologies improvement: The improvement of communication technologies in recent years enable the customer to interact with more suppliers while receiving more information and cheaper communications cost at the same time like 20 years ago. This leads to more transparency. The vendor is in duty to follow the real-time demand and to submit all transaction details. Management mistakes: The management might tap in some of the organizational pitfalls, like poor selection of oversea agents or distributors or chaotic global organization.

Part: 2 Eiport procedure

To expo1t products, a company should follow the following documentation. 1. Order collection from buyer. 2. Prepare sales contract. 3. conduct with buyer 4. Confirmation of sales contract. 5. Give job order to factory. 6. Prepare commercial invoice. 7. Prepare packaging and weight list. 8. Issue EXP (export permission). 9. Give DO/DR. 1O.Select bank. II .prepare vat-Il 12.Send CNF documents. 13.Shipping line confirmation. 1 4.Inspection. 15.Send buyer document. 16.Collect freight invoice. 17.CO preparation. 1 8.Collect B/L. 19. Send bank document. 20.Submission of cash incentive papers.

Part: 3 Export in Prome Agro Foods Ltd PRA1I.L GROUP was born in 1980. Keeping in view the corporate mission of the group we r the years diversified our activities. Today we are the largest processors of fruits & . Ies in Bangladesh. We encourage contract farmers and help them grow quality crops with .z:i yields and to obtain fair prices. The Group comprises of 10 companies. The head ..... we located at Dhaka with production facilities around the country. Our management is PROME is currently the most well known household name among the millions of people Bng1adesh and abroad also. Since its inception in 1980, FRAN Group has grown up a ue and became the largest fruit and vegetable processor in Bangladesh. It also has fr distinction of achieving prestigious certificate like ISO 9001:2000, and being the I.gcst exporter of

processed agro products with compliance of HALAL & HACCP to we than 70 countries from Bangladesh. PROME is the pioneer in Bangladesh to be involved in contract fanning and procures raw material directly from the farmers and processes through state of the art machinery at our several factories into hygienically packed food and drinks products. The brand PROME established itself in every category of food and beverage industry and can boost a product range from Juices, Carbonated Drinks, Confectionery, Snacks, and Spices to evai Dairy products. Today, our consumers not only value FRAN for its authentic refreshing juice drinks products , but also for its mouth watering quality confectionery products with high visual ql and exciting texture. We intend to expand our presence to every corner of the and strive to make FRAN a truly international brand to be recognized globally.

Major Market: Mai.r Exports Destination Angola, Australia, Austria, Bahrain, Belgium, Benin, Brunei, Burkina Faso, Bhutan, Cameroon, Canada, Capo Verde Islands, Chad, Congo, Cambodia, Cyprus, Cabinda, Djibouti, Eritrea, Equatorial, Ethiopia, France ,Guinea, , Gabon, Gambia, Germany, Ghana, Greece, Guyana, Haiti, India, Italy, Ivory Coast, Japan, Jordan, Korea, KSA, Kuwait, Kenya, Liberia, Lebanon, Malaysia, Mali, Mauritania, Mauritius, Myanmar, Mayotee, Maldives, Nederland Antilles, Nepal, Niger, Oman, Pakistan, Palestine,Papua new Guinea, Qatar, RCA, Reunion Islands, Senegal, South Africa, Sierra Leone, Singapore, Somalia,Sri Lanka, Sudan, Sweden, Switzerland, Togo, UAE, UK, USA, Yemen and Zimbabwe.

Figure ========

Fwort. Items Fruit Juices in Aseptic Pack & Glass Bottle, Fruit Drinks in Plastic Bottle, Pickles in Glass Jar & bulk, Canned Fruits & Vegetables, Extruded & Bangladeshi Snacks, Tea, Rice, Puffed Rice, Flatten Rice, Jam I Jelly in Glass Jar, Cup & bulk, Spices, Mustard Oil, Mineral Water,

Spices, Dehydrated Fruits, Tomato Ketchup / sauce in Glass Jar, Cmdies, Bubble Gum, Ball Gum, Molasses, Lollipop, Cup Jelly, and Vita Plus etc.

FRAN. s Exports basket Item in detail 1. Juice in Tetra Pack -1000 ML, 250 ML, 200 ML. 125 ML and 65 ML ( Mango, Orange, Pineapple, Guava, Fruit Cocktail, Litchi,) 2. Juice in Tin Can 250 ML (Mango, Orange, Pineapple, Guava, Fruit Cocktail, Tamarind and Banana) 3. Juice in Glass Bottle -250 ML ( Mango, Orange, Pineapple, Guava, Fruit Cocktail,) 4. Juice in Pet Bottle 1000 ML , 500 ML and 250 ML (Mango, Orange, Fruit Cocktail) 5. Carbonated Soft Drinks( Cola and lemon) 6. Drinks in HDPE Bottle 1000 ML, 400 ML and 170 ML (Mango, Orange, Fruit cocktail, Pineapple and Litchi) 7. Drinks in Fruit shape Plastic Tube 50 ML (Mango, Orange, Fruit cocktail, Pineapple and Litchi) 8. Candy (Hard Boiled , Deposited, Chew and Medicated) 9. Toffee (Coffee and Chocolate) 10. Confectionary ( Cup jelly, Candy, Ball Gum and bubble Gum 11. Snacks ( Chanachur, Chips, Dal Vhaja, Badam Vhaja, Puffed Rice, Chira Vaja, Thai Muri, Moa Etc) 12. Biscuits( Toast, Soft Dough Biscuits, Dry Cake) 13. Aromatic Rice (Small and Medium Grain) 14. Culinary Item( Lachcha Semai, Noodles, Vinegar, mustard Oil, Sauce, ketchup, Rose water, Moricha Gur, Ghee) 15. Jam and Jelly ( Mango, Pineapple, Mixed and Orange) 16. Pickles and Chutney (Mango, Olive, Mixed, Chilli, Garlic, Satkora, Boroi, Naga Chilli) 17. Spices ( Chilli, Turmeric, Coriander, Cumin, Curry, Mix Masala, Whole Chilli, Tez pata, Supari) 18. Mango Bar, Penut Bar

Import

As the largest food processing company of Bangladesh usually we import the following to mast our requirements: *qrk: Cassava powder, Corn Grits, Orange Concentrate, Potato starch, Potato gran.ifris powder milk, Peanuts, pulses & beans, onion, chili, ginger etc C : Ascorbic Acid, Beta Carotene, CMC, Citric Acid, Caustic Soda, Hotmelt, Iktassium Sorbet, Xanthan Gum, Different Flavors, Confectionery raw material. _-- Materials : Aluminum Foil, Crown Cork, Flexible Packing material, Glass RUle, Glass Jars, HDPE, Lug Cap (30, 53 & 63mm), PET, Shrink Labels, Shrink caps, Th Can, U-Straw. QUALITY CERTIFICATIONS Agricultural Marketing Co Ltd- PROME is the first food processing company in gIfe8h to achieve the prestigious distinction ISO 900 icertification for their quality management system. This supreme certification ensures that PROME Products reach the cumers table maintaining the highest level of quality. I addition to ISO, PROME has get international certifications like HALAL & HACCP. & Distribution Network to make the Groups products available at the every knock & corner of the country WAN has developed the best sales & distribution network all over the country. To ensure fast & smooth distribution companies has set up 9 distribution depots & have appointed more than 1000 dealers all over the country. Advertising & Promotion Advertising & Promotion is the key to the marketing of any product or brand. To cope up with the rapid & ever changing market situation & to come up with innovative marketing strategy and ideas company has set up a full-fledged In-house advertising agency comprises of the best talents of the country. Company spends a large portion of their promotional budget in brand building exercises at home & abroad. Vaiumer Benefits International quality Products Competitive price Wide rage of products that meet the requirement of the consumers of all ages & groups to 70 countries of the 6 continents all over the globe. Major export markets are Asia, Middle East & Africa.

PROME-RFi_ oup works with almost all the local & multinational banks available in the

F_ Hong Kong Shanghai Banking Corporation-HSBC Sidard Chartered CITIN.A Commercial Bank of Cylon Prime Bank Limited Standard Bank Limited Bangladesh Krishi Bank Arab Bangladesh Bank Eastern Bank Ltd Dhaka Bank Ltd Sonali Bank Janata Bank etc rent Export Volume by TIC Average Sales per Month -100 Crore ort Growth last Few Years

ACHIEVEMENTS OF PROME AGRO FOODS LTD: The Groups major achievement has been to try to consolidate fragmented land holdings and to organize farmers into contract growers of specific crops for consumption in PROMEs major processed products. With the elimination of the middlemen, farmers receive fair prices for their produce & due to technical assistance from the agro-processing industry; yields, quality and income have risen considerably. Poverty alleviation through profitable enterprises is now a reachable goal for many farmers. This resolution is perhaps PROMEs greatest achievement. The Bangladeshi farmer is still the principal beneficiary & prime focus of the enterprise. The Groups achievements include: Most diversified product range in two prime areas: food & plastic The largest processors of fruits & vegetables in the country with 200 product hnes 100 product lines in light engineering & plastic sector Its products are manufactured in six different locations spread all over the country Employs some twenty thousand people: men & women Over forty thousand families subsist on Prome Agro Foods Ltd

 Sources its raw materials from contract growers The largest exporter of agro-processed products in the country The Group comprises two listed corporate PROME in Dhaka & Chittagong stock exchanges with blue chip status and The Group is still growing.

GOODWILL IN BUSINESS COMMUNITY: The Group maintains excellent reputation with the financial institutions & trade bodies. It acts as adviser to Government policy making and reform bodies primarily relating to agro-processing. Chief Executive of the Group, Maj Gen Amjad Khan Chowdhury (Retd) was the FounderPresident of Bangladesh Agro-Processors Association (BAPA), and Real Estate Housing Association of Bangladesh (REI-IAB) and a past Vice-President of Metropolitan Chamber of Commerce & Industry (MCCI). The Group is well represented in other trade bodies of the country such as Federation of Bangladesh Chambers of Commerce and Industry (FBCCI), Metropolitan Chamber of Commerce & Industries (MCCI) and Dhaka Chamber of Commerce & Industry (DCCI). Executives of the company retain close liaison with the principal trade bodies of the country.

A few Challenges faced in foreign market Products pricing Problem to compete with the World class competitor Food labeling Information problem Uk-USA Hygiene regulation and Treat us like a Third world country Diplomatic Mission Absent in Dhaka (Many African countries). As a result importers from Africa are disagree to come and deal with us as a well as the visit of our sales Representatives to Africa are very difficult, because we need to go through Delhi for Visa (Africa is very potential market) India needs all products Lab test from CFL but CFL is located in Kolkata or Guwahati This is done for each and every consignment & It takes at least 15 -25 days to get the CFL report, as such the Indian authority doesnt allow to go any products inside Indian market until they are getting the CFL report and India doesnt accept BSTI I BCSIR/SGS/B1VAC report of Bangladesh.

 Investment problem for the foreigners in aboard i.e. KSA. impose additional duties and taxes on earnings. Banking Negotiation problem Potential i.e. African buyers like to operate their L/C through their local banks but it is not accepted by our Bangladesh Banks unless it is backed by a European, American and Asian Bank. Steps to take a large Share of the Global Pood market 1. Competitive Price offering to Foreign market 2. Media communication buildup to spread our self. 3. Active promotional activities ensuring 4. One stop communication insists with the Buyer 5. Day to day packing and labeling development as per latest labeling regulation of the world. 6. To get maximum out put of production we are using hi-technology based machinery 7. Attend in different International food and drinks World class fair i.e. Anuga fair (Germany) SIAL fair ( France) , Gulf fair (Dubai), Malaysia fair, Chicago fair(USA) etc 8. To 100% share from Bengali community people of the World we are doing different activities. 9. Quality assuring for the first world country. 10. Followed- HACCP, ISO, GMP, TQM, Waste control, Pest Control, Environmental obligation Etc. 11. Developing Item and packaging as per Global Consumer aspects

ENDING SUMMARY In this report we have douc the analysis of marketing activities ofPROME. We have given some range of products along with prices. Ranges of the products are: Fruit juices Drinks Beverages Natural Mineral water Household items Tea Dairy products Snacks

 Confectioies Biscuits Moreover we mentio,zd the sales and distribution network and the countries where they export the goods. And lastly we have illuil the ways of promotional activities that persuade the customers to buy the lwohKls. (.(YCLUSION I think the anocesa of a iroduct almost totally depends on the advertising campaign. You have s the iaaioi a, which a company has to go through to produce a cessfng There has to be a edied marketing plan and a strategy to go with it. The company has to keep the 4 Ps in mind Before doing the above the company must define its promotional objective and goal. The com1y then has to do market segmentation so it knows where the market for its product really lies. It is also important to keep the competitors in mind and to analyze its competitive advantages and to bank on it. Every advertising has a policy, budget, timing and media. It is very important to decide on the media, as it is the medium of communication. Last but not the least it is important to measure or find out the reaction of the customer, as the feelings of the customer is the advertisers ultimate goal.

RECOMMENDATIONS My recommendations are are: They should increase their marketing budget. They should increase their timing and ad frequency. Since 20% extra is their main competitive edge they should more focus it, by advertising the fact, so that people know about it. They should have more frequent market surveys so that they know the reaction of the customers regarding their campaign and product. Have their own ad production and creativity team since it is such a customer oriented company, and hence has to spend uselessly on hiring ad firms to handle their campaigns. They will most probably be more successful as they know more about their product and customer than anybody does. Other Recommendations:

1. Remove Dust Pollution 2. Wearing Selected Dress-code 3. Always uses mask and hand glaives 4. Adequate lighting system 5. Proper Sanitation 6. Tin floors are broken, so, as soon as possible repair the floor. 7. Excessive heat.