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An In depth Analysis of PRAN
Faculty Member
North South University Business School
North South University

Arifur Rahman


Md.Sabbir Hossain


Shadman Nizami


Sababa Tasnim


Shafi Ahmed


A.B.M. Foysal Hossain 1320664030

Date of Submission: December 27th, 2013



The most pleasant part of submitting the report is to get the opportunity. We would like to thank
those who have contributed to it a lot. Unfortunately, the list of expression of thanks- no matter
how extensive is always incomplete and inadequate. These acknowledgements are no exception.
First, we would thank almighty Allah for bestowing us the patience and courage to finish this
huge task within deadline.
In addition, we sincerely acknowledge my debt to Ms.Noor-E-hasnin, honorable faculty, North
South University Business School, and North South University for her valuable counseling
towards the improvement of the report. Without her encouragement, this would have never been
At last we would like to convey my gratitude Mr. Matiul Islam Nawshad, Chief Human Resource
Officer of PRAN-RFL group for helping us in furnishing the report. Moreover, we would also
like to express our gratitude to PRAN group employees who gave us good advice, suggestions,
inspiration and support.

(1) Introduction----------------------------------------------------------------------------------1
(2) Literature Review------------------------------------------------------------------------------2
(3) Product portfolio-------------------------------------------------------------------------------4
(5) Company Formation---------------------------------------------------------------------7


(a) Article and by laws of corporation------------------------------------------------7

(b) Advantage of Public Limited Company------------------------------------------8
(c) Disadvantages



(6) Industry Analysis

(a) Major Competitors-----------------------------------------------------------------10


(7) Conclusion--------------------------------------------------------------------------------------15

This assignment tends to provide information about PRAN group and its advancement. PRAN
Group of industries is one of the leading business institutions of Bangladesh. One of the major
organizational goals is to reduce poverty and hunger through large scale employment generation.
It is contributing directly to the economy of Bangladesh through its cooperation with farmers and
export earnings.
The report focuses on the product portfolio where we found Pran takes an extensive way to all
forms of agro processed food products considering all of the ways of ensuring hygienic and
quality food products as well as their overall product range too.
We also tried to write about the CSR activities of Pran as the time to think only about profit has
gone. New era has come to think about the people, who are living around us. Pran group gives
CSR effort on revolving around the four premises environment, energy preservation, community
& people to improve the quality of livelihood.
Moreover, PRAN group strengths and competencies developed over the years, PRAN group
aims to provide the best working environment, good quality product for its customer. In addition,
The major strengths of PRAN in Bangladesh are experience, large economy, greater sources of
finance greater control over sources of raw materials, risk-pooling, huge distribution network,
conforming to standards, economies of scale, creating potential market in the new world place.
Finally, the food processing industry has a contribution to economic progress in Bangladesh. In
today world, export of food is ultimately an important way of improving our Bangladesh

PRAN stands for Program for Rural Advancement Nationally. PRAN is currently the
most well known household name among the millions of people in Bangladesh and
abroad also. In 1981 for the first time PRAN started its operation as a processor of
fruits and vegetable in Bangladesh. Major General (Retd.) Amzad Khan Chowdhury
people of Natore, was the founder and the managing director of PRAN group. The
corporate headquarters of this company is located at PRAN-RFL Center, 105 Progoti
Sarani, Middle Badda, Dhaka 1212, Bangladesh. PRAN is the pioneer in Bangladesh
who involved in contract farming and process raw materials directly from the
farmers. PRAN manipulate the materials by the several factories into the hygienic
ways. There are almost 30,000 employees are operating every day. (Own Website)
Over the years, PRAN has grown not only in dignity but also the country's overall
socio-economic development contributes significantly. At this time, PRAN is one of
the greatest and significant and more successful companies in Bangladesh as well
as challenging the other multinational companies.

PRAN is one of the good

numbers of favorite food and beverages brand among the millions of people in
Bangladesh. In addition to, PRAN is exporting their product outside the country as
well. They are exporting their product amongst 82 countries of the world at a
regular basis. They also set up production plant at Kalkata in India and it is also
working for more expension in Indian market. All their products of PRAN, at every
stage of the production process are produced in accordance with the highest
international standards level. At present, PRAN is producing more than 200 products
under 10 different categories which are Juices, Drinks, Mineral Water, Bakery,
Carbonated Beverages, Snacks, Culinary, Confectionery, Biscuits and Dairy. Finally,
PRAN has certified with halal product as well as the best quality product at a
national level and international level. New arrival of PRAN foods are Nazirshail rice,

Green chili sauce. The company has adopted ISO 9001 as a guiding principle of its
management system. The company is complaint to HACCP & certified with halal
which ensures only the best quality products are reaches to the consumers table
across the Globe. Consumer doesnt feel hesitate to try other product of PRAN
(Shamsarman 2011).
The company's activity goes well beyond the sphere of business. As socially
conscious and responsible corporate body it is committed to the improvement of
the society as a whole. Therefore, it considers the interests of customers,
employees, shareholders, communities, and ecological considerations in
all aspects of its operations. This obligation is seen to extend beyond its statutory
obligation to comply with legislation. It is involved in the welfare program of the
acid burn victims and helps many NGO's to make available healthcare to the
disadvantage population of the Country. It sponsors programs to build awareness
on the healthcare need.

Literature Review
Poverty and hunger are curses- mission of PRAN-RFL group. So their aim is to
generate employment and earn dignity and self respect for our competitors
through profitable enterprise.

The vision of the company is to create a wonderful brand image throughout the
world (Improving Livelihood).

Organizational Hierarchy of PRAN

Major General (Retd) Amzad Khan Chowdhry people of Natore, was the founder and
the managing director of PRAN-RFL group. He is now integrating village farmers with
his new project to make them self dependent. This new project is called The Global
Agriculture and Food Security Program or GAFSP. The current project will add

momentum to our exports, while ensuring stable income for local farmers,
increasing rural employment, and promoting small businesses in our distribution
channel ( General Amzad Khan Chowdhury, n .p). His son Mr. Ahsan Khan
Chowdhury is the deputy managing director of this group. PRAN-RFL group is now
one of the greatest and significant and most successful companies in Bangladesh.
They are now challenging the other multinational companies. PRAN management
hierarchy contains different levels of executives ranging from managing director to
area managers and distributors. Each has their own duties and responsibilities. Its
management structure is decentralized that means the lower level managers have
Managing Director
the rights to take regular decisions.

Retail Marketing Manager

Retail Services

(Chief Financial Officer)

HR Manager

MIS Manager
Export Manager
Costing & Efficiency Manager
Plant Manager

Wholesale Services Manager

Area Manager
Exp. Supervisor
Costing OfficerProgram

Shop Manager
Area Manager

Product portfolio
PRAN has a complete portfolio of confectionary products. We have a full variety of
kiddies & adult confectionary - including many novelties, seasonal & exclusive
items, PRAN items include lollipops, candy, toffee, chocolate, fruit bar and Edible Jell
(Own Website).

PRAN takes an extensive way to all forms of agro processed food products
considering all of the ways of ensuring hygienic and quality food products. In fact,
PRAN want to reach to the customers level by manufacturing hygienic products. As
a result they are carefully monitor their production process like examining the
quality of products in a laboratory, checking the production instruments, monitoring

their employees, checking the finished products and so on. PRAN is processing more
than 200 products at national level and international level (Own Website).

Corporate Social Responsibility of PRAN

Time to think only about profit has gone. New era has come to think about the
people, who are living around us. Here is a corporate whose corporate mission
embodies in itself corporate social responsibilities with the additional compulsion to
make profits in order to thrive and grow which it must to fulfill its corporate social
responsibilities in greater measure as time passes. PRAN also has some kind of CSR
activities after profit making.

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 PRANs 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 PRANs greatest achievement.

The success of a business relies on a healthy environment. Company should do all

they can to be good a steward of planets resources. PRAN group gives CSR effort on
revolving around the four premises environment, energy preservation, community &
people to improve the quality of livelihood.(Own Website)

To fulfill promises to the environment, PRAN has been taken some steps such as
planting trees to save green planate in different places within country, using

Effluent Treatment Plant (ETP) to ensure safe disposal of factory wastage, using
Heat Recovery Boiler to save energy in production facilities in all locations. (Own

PRAN is using SKY-Light Roof to utilize daylight during factory operation, CFL Bulbs
at our Factories and offices to reduce Power Consumption and Powered Trucks to
reduce Air Pollution and usage fossil fuel for all vehicles that help them to the
energy preservation. (Own Website)

Every company has certain responsibility to the consumers as a member of

stakeholder. PRAN also support such kind of responsibility carefully. They care for
consumers need and satisfaction, insure right information to the customers
regarding products and listening their suggestion, claims or feedback through use of
a combination of channels which include websites and Care line phone numbers, etc
to reduce any kind of misconception. (Own Website)

Organization also has some kind of responsibility to their employees. Equal

opportunity, fair selection, health and hygiene workplace and to develop the human
skills, both on the and off the jobs trainings are constantly being provided to all the
workers and staffs. Insuring those issues help them to maintain the rights of
employees. (Own Website)

PRAN is promoting education and supporting several schools in their operations

proving the salary of the teachers and staffs, providing books, arranging special
coaching for the students. It insure the promise the community. They also do some
philanthropic activities like helping Mosque, Temple & Churches, working together
with Red Crescent, collecting and donating blood, working for the disabled, working
with SAVE THE CHILDREN, helping the community in natural calamities and also

provide Airport Support for the Hajj Pilgrims every year from Bangladesh to KSA.
(Own Website)

Company Formation
(d) Article and by laws of corporation
(1) PRAN started its operation in 1981 as a processors fruit and vegetable in Bangladesh.
The company has not only grown in stature but also contributed significantly to the
overall socio-economic development of the country.
(2) PRAN is currently one of the most admired food & beverages brand among the
millions of people of Bangladesh and other 94 countries of the world where PRAN
Products are regularly being exported.
(3) AMCL have adopted ISO 9001 as the model for their quality mgt. system. Accordingly
a documented system of procedures and instructions has been established throughout the
organization defining business processes, responsibilities and authorities. . PRAN Foods
contract growers cultivate the choicest fruits and vegetables, which are processed in their
modern and hygienic factories to highest quality & international standards. The Company
has the distinction of achieving prestigious certificate like ISO 9001:2000 and being the
largest exporter of processed agro products to more than 77 countries with the
compliance of HALAL & HACCP.
(4) The nature of the business or objects or purposes proposed to be transacted, promoted or
carried on are as follows:
a) To manufacture, mix, distill, clarify, bottle or otherwise prepare for marketing, purchase,
contract for or otherwise acquire, use, sell or otherwise dispose of, import, export, deal in

and deal with, either as principal or agent, any and all syrups, drinks and beverages of
every character and description, compounds, proprietary articles and preparations of all
kinds, drugs, extracts and chemicals, candies and confections of all kinds.
b) To do a general commission and selling agent's business, to buy, hold, own, manufacture,
produce, sell or otherwise dispose of, either as principal or agent.
c) To guarantee, purchase, acquire, hold, sell, mortgage, pledge and dispose of the shares of
the capital stock, bonds, obligations or other securities or evidences of indebtedness of
any corporation, domestic or foreign.
d) To purchase or acquire all or any part of the business, good-will, trade-names and
proprietary names, rights, property and assets, and to pay for any such business or
properties in cash, stock, bonds, debentures or obligations of this corporation.
(5) Total Revenue US $300 Million, Employees 30,000
(6) The Board of Directors may declare and pay dividends on the common stock out of the
surplus or net earnings of the corporation. In the event of any liquidation, dissolution or
winding up, whether voluntary or involuntary, of the corporation, all assets and funds of
the corporation shall be distributed and paid to the holders of the common stock
according to the number of shares by them respectively held.
(7) This Corporation is to have perpetual existence.
(8) The private property of the stockholders shall not be subject to the payment of corporate
debts to any extent whatsoever.
(b)Advantage of Public Limited Company
Advantages and reasons behind for PRAN has gone for Initial Public Offerings (IPO).
Going public is an important decision for your company, it has many strategic
advantages which can helps

PRAN growth it should consider the strategic

objectives it wants to achieve upon choosing this route. It is also necessary to

determine to what extent your company is ready for an IPO and consider the steps
that need to be taken in order for it to be perceived favorably by prospective
investors and to be able to operate as a public company.
Major General (Retd.) Amzad Khan Chowdhury was the founder and the managing
director of PRAN group. He decided to go public for several reasons, some of them

To raise funds for expansion of operations

To secure an easier access to future capital on more favorable terms
To provide liquidity and exit strategy for shareholders
To enhance the companys reputation and credibility
To increase the markets awareness of the company and its products
To provide acquisition currency to facilitate acquisitions of other businesses
To attract and retain employees
To obtain a market valuation of the company
Going public is one kind of promotion of your product and company
To obtain more favorable loan terms from lenders
To improve company's debt-to-equity ratio

(c) Disadvantages of being Public for PRAN

If there are so many advantages of going public then some disadvantages are also
associated with IPO for a public Limited Company. PRAN had faced several problems
while going public and after IPO phrase. Some of them are briefly described below:
1. Expense and Time Consuming: A major disadvantage of going public
through the sale of an IPO is that it's both time consuming and expensive.
Companies must pay substantial fees for filing and acquiring the services of
financial and law professionals. Some of the common fees associated with
issuing an IPO include the lead underwriter's commission, legal fees,
accounting fees and marketing costs. In Bangladesh hundreds of IPO
prospects are pending to approve in the SEC that may take to approval
around 2 to 3 years.
2. Increased disclosure: When a company moves from private ownership to
public, company must to disclose their financial report and price sensitive
information in the market. Companies are required by stock exchanges,
securities commissions and regulators to disclose information on a regular
basis so that investors and potential investors can make buy, sell or hold

decisions. A much greater amount of information is required at the time of

the IPO and is included in the offering prospectus. It is also a threat that
PRANs rivals will know all the information.
3. Potential loss of control: Another disadvantage of issuing an IPO is that
the company must answer to its shareholders. When a company issues
stocks, the individuals who buy the stock are essentially owners in the
company. They have the voting right to choose their own person to lead the
company. Shareholders with significant ownership in a company can vote to
replace managers and directors.
4. Restrictions on management action: Management are only the paid
employee and they act and work for betterment of the shareholders
wealth. An extra risk can earn more profit for the shareholders but
management does not want to take that extra risk because they fear
of losing their job. And also there is a conflict of interest between
management and shareholders. Another problem associate with is
that management cannot take big decisions without the approval of
the shareholders and board of directors. It puts restriction on the
feet of managements.

Industry Analysis
(c) Major Competitors
After independence the food habit of Bangladeshi people has been changed a lot.
Besides our traditional food consumer of Bangladesh like to take western food also
after 1980s. As a result of global marketing this was not too hard for the
consumers. Different foreign food companies were established in Bangladesh. Beverage
industry is one of them. But more interestingly we dont know beverage is also our
cultural food because beverage doesnt mean only carbonated drinks Yoghurt, Soup
and Lacchi are also beverage of our own tradition which consumed for the last 100
years in Bangladesh.
Carbonated beverage entered into our market in the later part of 1980. At that time
there were only few companies in Bangladesh. But by the change of time and
western culture influences its become very popular in Bangladesh. By year 2000 more than

12 Beverage Company operating business in Bangladesh and most of them are

foreign companies.

However, The Bangladesh food and beverage sector, which comprises farming, food
production, distribution, retail and catering, was valued at 140 billion in 2012.
Food & Beverage industry is one of the major contributors to growth of all
economies and has historically witnessed consistent growth. In this market there
are several companies which are providing goods of the same category. The main
Competitors are given below











(Pvt.) Ltd


The PRAN foods factory

has expanded
substantially over the
years in all spheres of food
processing e.g. bottling,
canning, pulping, pickling,
dehydrating as well as
installation of
Bangladeshis first TetraPak facility.
The most popular name
for food products in
Bangladesh is probably
Ahmed Food Products
(Pvt.) Ltd. They are
exclusively known for their
Pickles and Sauce.
They produce a



80.3 38%



60.6 10%



65.3 14%


comprehensive range of
Foods, Beverage &
Ceramic Tiles with high
quality & standard. We
constantly innovate by
frequently introducing new
foods and beverage


Aftab Foods Limited has

started its journey in the
corporate world in the
middle of August 2010,
with a promise to serve
quality food products to
the nation.



One of the largest group of

companies in Bangladesh.
Primarily producing food
products. Bread, biscuits,
beverage and agro.


Akij Food & Beverage Ltd.

has been established at a
beautiful site Krishnapura,
Dhamrai of Dhaka. It has
come with the best food &
beverage in Bangladesh.
There are various types of
drink, snaks and other


Akij Food &



70.3 10%


40.6 10%



42.3 10%


of 10
Companies is a countrywide
organization in business
arena in Bangladesh. At
launched its business in
the name of Sanowara
Corporation was setup in
1978 as a sole agent of
Australia based dairy food
manufacturer. Since then
the company represented
items all over Bangladesh.

30.3 08%


From the above chart we can see that, PRAN foods are the leading business institute of
Bangladesh in terms of its revenue and customer choice as well as market share. After the
PRAN foods, Fuwang Foods, Aftab Foods Bangladesh, Ahmed Food Products (Pvt.) Ltd,
Sanowara Group are the leading business unit in terms of revenue and customer
choice gradually.

On the other hand, the economic slump has had an adverse impact on most Food &
Beverage industry. The major problems faced by the industry are rising food prices,
increasing transportation costs due to a rise in oil prices, and decline in consumer
spending. Nevertheless, the Food & Beverage industry has been relatively less
affected when compared to other industries. This is mainly attributed to the fact
that food products continue to be essential to consumers in spite of the slowdown.

(d)SWOT analysis


1. Brand image:
Firstly, PRAN has stayed in the local market in Bangladesh for many years. So they are so
experienced and stationed in peoples mind deeply. Everyone in Bangladesh is aware of PRAN.
PRAN portrays different kinds of products which are already exist in the market and people like
it. So there is strong brand preference for PRAN over other substitutes in the mind of a number
of consumers.
2. Superior quality control measures:
PRAN maintain and control the superior quality of the product. It is the policy of agricultural
marketing company limited to market products of consistent quality at home and abroad as per
would standards produced by in accordance with good manufacturing practices.
3. Integrity:
PRAN believes success depends upon the quality and value of their products by providing a safe,
wholesome economically efficient and a healthy environment for their customers and by
providing a fair return to their investors while maintaining the highest standards of integrity.
4. Market share:
Because of the variety of the product PRAN leads in the share market and increasing the market
5. Customer satisfaction:
Whenever PRAN exist in the market, that time customer consumed their product. They launch
different kinds of product and the price of the product is measurable. So the customer satisfied
with the PRAN product.

1. Limited decision taking capacity:

The PRAN Company exists under the rules and regulation of agricultural marketing company
limited. So PRAN cannot take any instant decision to adjust the sudden market changes.
2. Price disadvantage:
Sometime price of the product may be varying because of raw material. Because of the price of
the raw material which is also the key ingredient of their product line, is comparatively
expensive than that of their competitors in Bangladesh especially the emerging ones. So this
makes them sell their products at a higher cost than most of their competitors.
3. Lowest per capita consumption:
Bangladesh has the lowest per capita consumption in the entire world. So upper class and middle
class can bear the PRAN product but the lower class people cannot bear it.
4. Lack of geographical coverage:
Sometime the PRAN product cannot reach in the definite geographical area because of lack of
The main opportunities, facing by the PRAN Food Companys product line are as follows:
1. The agriculture sector is the largest contributor to GDP. So PRAN produced canned fruit
and vegetables, mushrooms etc and it is the part of agriculture. So its an opportunity to
contribute to GDP.
2. The crop production system is highly labor intensive and there is an abundance of labor
in the country.
3. Through the production of the PRAN product the employment opportunity are increased
in Bangladesh.
4. Through the production of the good product there is a great opportunity to attract the
foreign investors.

5. Company can develop the effective distribution system.

6. PRAN Company can make survey to make effective product.
Every company faces threats when they newly enter into market or for the existing company.
Threats facing the PRAN Food Company are as follows:
1. PRAN has many competitors which are marketing dairy products. It has a strong
competitor (Arong) in producing Chocolate Milk.
2. Uprising commodity price is also a threat for the product in newly introducing into the
3. Bangladesh government may establish a stringent product safety law, which would entail
product redesign work.
4. PRAN mainly produced the agro- based product and most of the products are perishable.
So it has to be preserved system.
5. And finally Current political unstable situation may affect the new product launching

Organizations in our era are extremely sensitive - as they must be - to demographic,
political, technological and economic develop. PRAN is currently one of the most
admired food & beverages brand among the millions of people of Bangladesh and
other 94 countries of the world where PRAN products are regularly being exported.
All the PRAN products are produced as per international standards maintaining
highest level of quality at every stages of its production process. But it is a matter of
fact that despite this large success PRAN has various problems too which are
creating barriers in their way to further success. Problems like barriers in exporting

to India, employee conflicts, inadequate physical facilities etc are creating problems
in expanding the business of PRAN. So in our opinion after doing this report, PRAN
needs to put more efforts and create some additional effective strategies to be
more successful.

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