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Pran RFL Group

Prepared for

Prepared by

Members
SHAHID HOSSAIN 1. Mohammad Fokrul Islam Shuvo

ID: 1530213630

Senior Lecturer.2. Mahmud Islam Shuvo

School of Business and Economics.
North South University.
Course InstructorID: 1521833630
MGT 210.03 4.MD. Tasminur Ahmed Lasker Rabbi
ID: 1510372030

ID: 1511456030
3. Md Shajiv Bhuiya

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Letter of Transmittal
Mr.Shahid Hossain.
Senior Lecturer
School of Business and Economics
North South University
Dhaka, 1229.

Subject: Submission of a report of management 210.

Sir,

Dear Sir, With due respect, We would like to inform you that, it is a great pleasure for me to
submit the report on Pran RFL Group as a requirement for the completion of BBA program.
We have tried to make the report a comprehensive one within the given Short time. We earnestly
thank you for your guidance during the preparation of this report. Any sort of suggestion
regarding the report will be greatly acknowledged and We will be gratified if our report serves its
purpose. We therefore, request you to accept this report and give us proper suggestion to work in
my professional life and I pray and hope that the mistakes, the report may have will be kindly
excused. Lastly, I beg your kind consideration for evaluating this report.

Sincerely yours
NAME
1. Mohammad Fokrul Islam Shuvo
2. Md Shajiv Bhuiyan
3. Mahmud Islam Shuvo
4. MD. Tasminur Ahmed Lasker Rabbi

Signature

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Acknowledgement
First of all we would like to take the opportunity to thank my course instructor Shahid Hossain,
Lecturer, Department of Business Administration, North South University for giving the
necessary guidance in preparing this paper. He guided me and showed us the way to prepare this
paper and made it possible for us to present the project in such meaning manner.We are highly
indebted to thePran RFL Group officials, especially Dhaka without his help, this report would not
have taken this form. In spite of their occupation, they extended their co-operation to make the
report work a success. We also acknowledge the contribution of North South University, My
family and friends for their valuable time and sincere efforts to lead me in this journey towards
excellence.
Above all, I want to acknowledge and most grateful almighty Allah, the most merciful for
blessing me with patience and tenacity of mind to complete the requirements for the degree
successfully.

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Table of Contents
Executive Summary
Background of the study
Mission Statement
Officers of the Firm
Organogram
Situational Analysis
External Factors
1. Customers
2. Economic
3. Political
4. Laws
5. Competitor
6. Weather
Internal Factors
1. Level of Management
2. Organizational Culture
3. Financial resource
4. Competitive Situation
5. Human Resource
SWOT ANALYSIS
Strengths:
1. Strong distribution channel
2. Governments Support
3. Own factory, dairy and manufacture
weaknesses:
1. Management inefficiency
2. Training and development of company
3. Short life cycle of product

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4. Positioning as a local manufacturing company

5. Contract resource
Opportunities:
1. Export Tie up with multinationals
2. Strong brand image
3. Competitors weak distribution channel
4. Franchise business all over the world
Threats
1. Aggressive competitors
2. Changing consumer behavior
3. Availability of foreign product
4. Using old technology
Management issues
Objectives of Pran RFL Group
Recommendation
Conclusion:
Bibliography

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Executive Summary :
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 profitableenterprises.

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For the achievement of this mission and aim the most recognized PRAN-RFL group was
established and started manufacturing in 1982.
Major General (Ret) Amzad Khan Chowdhry people of Natore, was the founder and the
managing director of PRAN-RFL group. 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 stands for Programme for Rural Advancement Nationally. PRAN is currently the most
well known household name among the millions of people in Bangladesh and abroad also. Since
its inception in 1980, PRAN Group has grown up in stature and became the largest fruit and
vegetable processor in Bangladesh. It also has the distinction of achieving prestigious certificate
like ISO 9001:2000, and being the largest exporter of processed agro products with compliance
of HALAL & HACCP to more than 70 countries from Bangladesh.
PRAN is the pioneer in Bangladesh to be involved in contract farming 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 PRAN has 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 even Dairy products.
Today, our consumers not only value PRAN for its authentic refreshing juice drinks products ,
but also for its mouth watering quality confectionery products with high visual appeal and
exciting texture. We intend to expand our presence to every corner of the world and strive to
make PRAN a truly international brand to be recognized globally.
RFL Stands for Rangpur Foundry Limited (It is a water pump and plastic pipe industry). From
the time being it has now 17 associated companies and they are beverage, property, agro based,
tube wells, plastic pipes, etc. these associated industries are in- Natore, Rangpur, Ghorashal and
Dhaka.

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Background of the study

The different elements of a company's marketing mix can be divided into four basic
decisiona r e a s k n o w n a s t h e " f o u r P s " : p r o d u c t , p r i c e , p l a c e , p r o m o t i o n a n d
w h i c h m a r k e t i n g managers can use to devise an overall marketing strategy for a

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product or group of goods.These four decision groups represent all of the variables
that a company can control. Butthose decisions must be made within the context of
outside variables that are not entirelyunder the control of the company, such as
competition, economic and technological changes,the political and legal environment, and
cultural and social factors.** Marketing decisions related to the product (or service)
involve creating the right productfor the selected target group. This typically encompasses
research and data analysis, as wellas the use of tools such as focus groups, to determine how well
the product meets the wantsand needs of the target group. Numerous determinants factor into the
final
choice
of
a
producta n d i t s p r e s e n t a t i o n . A c o m p l e t e l y n e w p r o d u c t , f o r e x a m p l e , w i l l e n
t a i l m u c h h i g h e r promotional costs to raise consumer awareness, whereas a product that
is simply an improvedv e r s i o n o f a n e x i s t i n g i t e m l i k e l y w i l l m a k e u s e o f i t s
p r e d e c e s s o r ' s i m a g e . A p i v o t a l consideration in product planning and development is
branding, whereby the good or serviceis positioned in the market according to its brand
name.
Other
important
elements
of
thec o m p l e x p r o d u c t p l a n n i n g a n d m a n a g e m e n t p r o c e s s m a y i n c l u d e s e l e c t i
o n o f f e a t u r e s , warranty, related product lines, and post-sale service levels.**
Determination of price, the second major activity related to target marketing, entails
theuse of discounts and long-term pricing goals, as well as the consideration of demographic
andgeographic influences. The price of a product or service generally must at least
meet someminimum level that will cover a company's cost of producing and delivering its
offering. Alsoa firm would logically price a product at the level that would maximize profits. The
price thata company selects for its products, however, will vary according to its longterm marketingstrategy. For example, a company may under price its product in the
hopes of increasingmarket share and ensuring its competitive presence, or simply
to generate a desired level of cash flow. Another producer may price a good
extremely high in the hopes of eventuallyconveying to the consumer that it is a premium
product. Another reason a firm might offer a product at a very high price is to discount the good
slowly in an effort to maximize the dollarsavailable from consumers willing to pay
different prices for the good. In any case, price is used as a tool to achieve comprehensive
marketing goals.1

** Considerations about place, the third major decision group, relate to actually
getting thegood or service to the target market at the right time and in the proper
quantity. Strategiesrelated to place may utilize middlemen and facilitators with
expertise
in
joining
buyers
ands e l l e r s , a n d t h e y m a y a l s o e n c o m p a s s v a r i o u s d i s t r i b u t i o n c h a n n e l s , i n c

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l u d i n g r e t a i l , wholesale, catalog, and others. Marketing managers must also devise a means
of transporting the goods to the selected sales channels, and they may need to maintain an
inventory of itemsto meet demand. Decisions related to place typically play an
important role in determiningthe degree of vertical integration in a company, or how
many activities in the distributionchain are owned and operated by the
manufacturer. For example, some larger companieselect to own their trucks, the
stores in which their goods are sold, and perhaps even the raw resources used to
manufacture
their
goods.* * D e c i s i o n s a b o u t p r o m o t i o n , t h e f o r t h m a r k e t i n g m i x d e c i s i o n a r e a ,
r e l a t e t o s a l e s , advertising, public relations, and other activities that communicate
information intended toinfluence consumer behavior. Often promotions are also necessary to
influence the behavior of retailers and others who resell or distribute the product.
Three
major
types
of
promotiont y p i c a l l y i n t e g r a t e d i n t o a m a r k e t s t r a t e g y a r e p e r s o n a l s e l l i n g , m
a s s s e l l i n g , a n d s a l e s promotions. Personal selling, which refers to face-to-face or
telephone sales, usually providesimmediate feedback for the company about the product
and instills greater confidence incustomers. Mass selling encompasses advertising
on mass media, such as television, radio,direct mail, and newspapers, and is
beneficial because of its broad scope. A relatively newmeans of promotion involves
the Internet, which combines features of mass media with a unique opportunity for
interactive communication with customers. Publicity entails the use of f r e e m e d i a , s u c h a s
feature articles about a company or product in a magazine or
r e l a t e d interviews on television talk shows, to spread the word to the target audience. Finally,
sales promotion efforts include free samples, coupons, contests, rebates, and other
miscellaneousmarketing tactics.

Mission Statement

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.

Officers of the Firm

Name

Title

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MAJ. GEN. AMJAD KHAN CHOWDHURY CEO

(RETD)
AHSAN KHAN CHOWDHURY
DMD
RATHENDRA NATH PAUL

Director-RFL

MD.Mazedul Islam Mamun

Head of Production, Pran-RFL Group

Jillur Rm

Sr. Manager Export, PRAN-RFL Group

Rajib Ghosh

Sub-Asst Engineer, PRAN-RFL GROUP

Md. Ismail Hossain

Secretary to CEO, PRAN-RFL Group

Kazi Ahmadullah

sales representative, PRAN-RFL Group

A. I. Mehedi Hasan Khan

Zonal Manager, PRAN-RFL Group

KhondakerMahmudul Hasan

Jr. Architect, PRAN-RFL GROUP

Md. Ismail Hossain

Secretary to CEO, PRAN-RFL Group

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Managing Director

CFO
(Chief Financial Officer)
Retail Marketing Manager

Retail Services
Manager
Wholesale

HR Manager

Merchandising
Manager
Export Manager
Manager
Costing & EfficiencyMIS
Manager
Plant Manager
Manager

Wholesale Services Manager

Dept.
Area Manager
Merchandising
Program
Exp. Supervisor
Costing Officer
Manager
Officer
Officer

Shop Manager
Area Manager
Distributor

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Situational Analysis
Situation analysis refers to a collection of methods that managers use to analyze an organization's
internal and external environment to understand the organization's capabilities, customers, and
business environment. The situation analysis looks at both the macro-environmental factors that
affect many firms within the environment and the micro-environmental factors that specifically
affect the firm. The purpose of the situation analysis is to indicate to a company about the
organizational and product position, as well as the overall survival of the business, within the
environment. Companies must be able to summarize opportunities and problems within the
environment so they can understand their capabilities within the market. (wikipedia, 2015)
As a big Organization Pran RFL Group has to deal with the external and external environment.
Those items which has direct and indirect impact on Pran RFL Group are discussed below:

External Factors
External Factors refers some factors that manager cant change. These factors impact each
business and industry differently, which only increases the importance of managers
understanding these external forces. Some external factors are given belowCustomer:
People of different ages are the customers of Pran RFL product. Basically all kind of people like
poor top rich are the customer of Pran RFL product. Because Pran RFL has various kinds of
products. Different ages of people likes pran juice, chocolate, sauce , lichies , soft drinks etc .
They have lots of plastic product which is need our house hold chores . RFl doors ,sheets , pipes,
motor, tube-well are needed to build our house. Pran RFL provides some service after sellig
products like warranty , guaranty . Pran RFL is most popular brand in our country.

Economic:
Pran RFl group had a great achievement in our national economy. Its sell their prduct not only in
our country but also sell abroad, bring huge foreign currency. Pran RFL creates more job
sectors .It provides high quality of products at reasonable price that makes our life easy and
comfortable.
Laws:

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Country laws can be direct impact on Pran RFL though the service or product becomes highly
regulated. Government regulations such as those that affect the environment or communication
are beyond their control and could have a direct impact on their business.
Political:
Every organization have face political issue & factors. Political forces do not only exist in the
home country of a business also in a foreign country. PRAN RFL must be aware of the political
pressures in Bangladesh if they want to be successful in that attractive market.
Competitors:
Every company have must face competition in market. PRAN RFL has many competitors like,
Partex as plastic company, Taz plastic , GAZi group , Akij Food and Beverage, Monem Group
etc. For making profit and hold the customer PRAN RFL provides best quality of goods thats
why pran rfl most popular brand in the country.
Weather:
Man cant control the weather, Storms, tornadoes, hurricanes and wildfires are outside our
purview of controllable business factors. In addition to the direct impact our economics sector
which impacts on business sector as well.
Social :
Every company or organization have some responsibilities to society. It participate in many
social events like, sponsors on sports or natural disaster.

Internal Factors :
Manager can control these factors. Internal factors can control strongly affect how well a
company meets its objective, and they might be seen as strengths if they have a favorable impact
on a business, but as weaknesses if they have a deleterious effect on the business. Some internal
factors are given belowLevel of Managements :
PRAN RFl has three level of management, those are vertically structured:

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OPERATIONAL

LEVEL:Pran

RFL operational level management consists the middle

level management. It is also called Supervisory level or First Line of Management. They
ii

spend more time in directing and controlling.

TECHNICAL LEVEL:Pran RFL is greatly influenced by the IT development. The Middle
Level Management consists of the Departmental Heads ,Branch Managers and the Junior

iii

Executives.
STRATEGIC

LEVEL :Strategic

level is the top level of a company. The top level

management consists of the Board of Directors. The Board of Directors are the
representatives of the Shareholders. The success or failure of the organization largely
depends on their efficiency and decision making. They have more conceptual skills and
less technical Skills.
Organizational culture:
The culture of the PRAN RFL is committed to their customers and their responsibility and
friendly. The organization is democratic. Every employee can explain their comments freely. The
management level is vertically structured.
Financial Recourses:
PRAN RFLis continue to exercise strong discipline over their operating costs and capital
expenditure to achieve improves efficiency and productivity in their operations.
Competitive Situations:
Try to express the situation in a way that everyone can assess how competition will develop in
the future and how each company is going to succeed in it. They may also try to compare

Human Resources:
PRAN RFL concuss about discipline of the motivated manpower and maintains the personality ,
emotional and financial needs of the human beings.

SWOT Analysis:

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SWOT Analysis is a useful technique for understanding your Strengths and Weaknesses, and for
identifying both the Opportunities open to you and the Threats you face.

Strength:

Strong distribution channel

Governments Support
Own factory, dairy and manufacture

Opportunities:

Export Tie up with multinationals

Strong brand image
Competitors weak distribution channel
Franchise business all over the world

Strength:

Weakness:

Management inefficiency
Training and development of company
Short life cycle of product
Positioning as a local manufacturing

company
Contract resource

Threats

Aggressive competitors
Changing consumer behavior
Availability of foreign product
Using old technology

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Strong distribution channel: Being the biggest local force in the industry Pran RFL Group has
strong distribution channel.
Governments Support: Being the biggest local force in the industry Pran RFL Group has strong
distribution channel.
Wide drinks category: They have wide drinks line in the market.
Own factory, dairy and manufacture: They have their own factory, dairy and manufacture

Weakness:
Management inefficiency:
Management inefficiency of taking different decision of expansion can be a problem for
them.
Training and development of company:
They are not emphasizing on arranging training and development program for their
employee for companys betterment

Short life cycle of product:

Life cycle of different product of Pran RFL group can be very short if they fail to longer
the maturity stage.
Positioning as a local manufacturing company:
Though they have expanded their business in different country they are still considered as
a local manufacturing company.
Contract resource:

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Contract resources are not that much efficient for grab the attention of consumers.

Opportunities:
Export Tie up with multinationals:
They can tied up with different multinationals for exporting their product in different
companys.
Strong brand image:
They have strong brand image not only in Bangladesh but also in India already, they have
opportunity to increase their brand image all over the world.
Competitors weak distribution channel:
Pran RFL group is in a strong position in terms of distribution channel than that of its
competitor. They should keep this opportunity up.
Franchise business all over the world:
They can franchise their businesss to exband their brand to the whole world.

Threats:
Aggressive competitors:
Aggressive competitor can be their theats in the way of being market

leader and holding

this position.
Changing consumer behavior:
They need to track the changing consumer behavior, and change their product according to
consumers demand in their target market.
Availability of foreign product:

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Availability of foreign product in our country always hamper the business of our local
company.
Using old technology:
They should upgrade their technology to get benefit of competitive benefits.

Managenent Issues of Pran RFL

Pran RFL includes different departments to handle different works properly. Describes bellow
Accounts Departments: Accounts based decisions are taken here. Every financial decision is
evaluated here by its high profiled skilled managers.
Financial Departments: Companies over all financial condition, projects, profit turnover, total
asset, and total liabilities are analyzed here. All kinds of financial decisions are taken here by
Pran RFL authority.
HRM Department: This department has the proper authority to hire & sack employee. HRM
deals selecting and staffing the right employee. It performs the regulatory role in the Bank. It
also checks if all the departments are working properly.
Marketing Department: Marketing Department activities are promoting and selling products
or services, including market research and advertising. Marketing and sells oriented decisions are
taken here.
Public Relation: Eelectronic & print media, advertisement, and public relation is maintained by
this department.

Objectives Of Pran RFL Group

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

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To remain as the market leader with consumer items in food & beverage sector in the
country & to be the market leader in same sector in abroad with minimum NP level of
10%.
Quality maintenance and improvement.
Satisfied customers.
Hold on to the current customers and again gain customer loyalty.
Gain competitive advantage over all the competitors.
To double sales and expand production capacity every 7-8 years.
To become one of the biggest names in international fruit and vegetable processing
industry

Recommendation
As being a very successful organization and there flawless management system has enabled Pran
group to enjoy economies of scale through their profit maximization but as being a part of the
culture of Bangladesh through their share of quality products they should also emphasize more
on products that are within in the purchasing power of the general people of Bangladesh and
ensure that products should be of quality that equal in aspects to compete with the international
standards.

Conclusion
As a merger company PRAN-RFL not only takes a big portion on market share through Food &
Beverage but also plastic products are dominating large portion in the markets plastic products.
Their target is to reduce poverty through increasing employment and it has become possible for
PRAN-RFL by taking a stable position in the market share. Companies first consider the demand
of customers, on which they provide products to give better satisfaction to the customer.

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Bibliography
1. http://www.slideshare.net/Mouri36/PRAN-rfl-group-market-analysis#
2. www.PRANfood.net
3. http://www.gatesfoundation.org/learning/pages/PRANrflgroup/marketanalysis/granteecare-dairy-productivity-bangladesh.net
4. http://www.fooddigital.com/reports/PRAN_RFL_Group
5. www.PRANfood/csr.net
6. http://soft-drinks-bangladesh.blogspot.com/2012/03/PRAN-background-ofagricultural.html

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7. http://www.PRANfoods.net