Você está na página 1de 22

Company Overview:

PRAN has started its operation in 1981 as a processors fruit and vegetable in Bangladesh. Over
the years, the company has not only grown in stature but also contributed significantly to the
overall socio-economic development of the country.

PRAN is currently one of the most admired food & beverages brands among the millions of
people of Bangladesh and other 106 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.

PRAN is currently producing more than 200 food products under 10 different categories i.e.
Juices, Drinks, Mineral Water, Bakery, Carbonated beverages, Snacks, Culinary, Confectionery,
Biscuits & Dairy. 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 that only
the best quality products are reaches to the consumers table across the Globe.

Vision & Mission of PRAN Foods Ltd

Vision:
Improving Livelihood

Likert Scale

Strongly Disagree

Disagree

Neutral

Agree

Strongly Agree

Analysis of Vision:
A vision statement asks What does our business want to become? and usually is a one sentence,
inspirational, clear and memorable statement that expresses companys desired long-term
position.

The vision statement of PRAN Foods Ltd is inspirational but

It is not satisfactory because it cannot clearly show the direction of the company.

It is also very short and generic. There is no boundary of improving livelihood

And its vision statement does not define the kind of business approach it uses for
organizational development

Our suggestion is Improve livelihood everyone associated with us by providing healthy


food"

This new vision is:


Stakeholders: This vision statement includes all the stakeholders.
Business Focus: It identifies what its business is.

Mission:
POVERTY & HUNGER ARE CURSES
OUR AIM:
TO GENERATE EMPLOYMENT AND EARN DIGNITY & SELF RESPECT FOR OUR
COMPATRIOTS THROUGH PROFITABLE ENTERPRISES.

Likert Scale:
Strongly

Disagree

Undecided

Agree

Strongly Agree

Disagree

Analysis of Mission
PRAN Foods Ltds mission statement is specific in indicating what the company does and will
do. Its mission statement covers its corporate social responsibility position. It does not define
specific market and its customers and what they want to do for them. Details about product lines
are not included to show the firms current condition. In its mission statement, it does not include

details about its market position. However, the companys mission statement can be improved.
The details about products can be included in the mission statement as well as the markets and
customers.

Table 1: Mission Statement Evaluation Matrix


COMPONENTS

PRAN Foods Ltd

1.
2.
3.
4.
5.

CUSTOMERS
PRODUCTS AND SERVICES
MARKETS
TECHNOLOGY
CONCERN FOR SURVIVAL,GROWTH AND

NO
NO
NO
NO
YES

6.
7.
8.
9.

PROFITABILITY
PHILOSOPHY
SELF-CONCEPT
CONCERN FOR PUBLIC IMAGE
CONCERN FOR EMPLOYEES

YES
NO
NO
YES

Table 2: Characteristics Of The Mission Statements


CHARACTERISTICS
1. BROAD IN SCOPE
2. LESS THAN 250 WORDS IN LENGTH
3. INSPIRING
4. IDENTIFY THE UTILITY OF A FIRMS PRODUCT
OR SERVICE
5. REVEAL THAT THE FIRM IS SOCIALLY
RESPONSIBLE

Benchmark:

PRAN Foods Ltd


YES
YES
YES
NO
YES

Nestle is the leading Nutrition, Health and Wellness Company. We enhance lives with sciencebased nutrition and health solutions for all stages of life, helping consumers care for themselves
and their families.
Nestl's Vision Statement
Nestles vision is "to be a leading, competitive, nutrition, health and wellness company delivering
improved shareholder value by being a preferred corporate citizen, preferred employer, preferred
supplier selling preferred products."

Nestl's Mission Statement


Nestle Global's mission statement is "Good Food, Good Life." The company aims to provide
consumers with tasty, healthy food and drinks for every meal and snack."

Bumper Sticker Strategy:


"Healthy Food for Every Life."

Competitive strategy analysis:

Porters 5 generic model:

To grab the empty market or keep the current market place the company can take several
strategies. The project analysis may informally talk to customer, competitors, middleman or
others of the industry or he may look at the competitors of the company to learn about the
performance and their purchasing power of the customer action and strategy. Or they may
simply go along with the porters five factor model:

1. Threat of new / potential entrants:


A new entrant in an industry represents a competitive threat to the stabilized firm. So managers
of the stabilized firms usually go for barriers to entry. So the company may apply the policy
include: -

Economize to scale.

Product diversification.

Switching cost.

Access to distribution channel.

Figure: Porters 5 Generic Model

2. Bargaining power of suppliers: In many industries the cost of purchased supplies accounts
60-80% at total production cost. Suppliers have an important effect on industries project
potentials.

Considering unfavorable conditions of the supplier company must watch out the factors that
make the suppliers group powerful:

Greater concentration among suppliers than buyers.

Dominance by a few suppliers and lack of substitute product.

High differentiation among suppliers.

High differentiation by suppliers and high switching cost for the buyer.

3. Bargaining power of the customer:


Buyers are the consequential part of the organization. Buyers can exert bargaining over a
supplier industry by forcing its prices down by reducing the amount of goods they purchased
from the industry or by demanding better quality for the same price. The manager of the
organization must watch out the following factors that lead to greater buyer power:

Credible threat of backward integration by buyers.


Price sensitivity of the buyers.
Relatively large volume purchase.
Greater concentration in the buyers industry than in suppliers industry.

4. Threat of substitute product:


When the availability of substitute product is upper and prices are above the following industrys
product prices, customer tends to switch to substitute. Consequently manager must closely
monitor substitute product that are showing improvement in performance or and decline in
prices.

5. Rivalry of the existing firms:

In the current free market economy. Company has to face high level of competition. That is
usually characterized by in terms of price competition, product differentiation and product
innovation. Such rivalry usually results from the following factors:

Equally balanced competitors.

Lack of differentiation.

Lack of switching cost.

Large increasing manufacturing capacity. .

High exist barriers.

Considering the above factors the management of the company should set up their market
strategy. On the view to grab the new market place and keep in hand the old one.

Company Analysis:

SWOT Analysis:

SWOT analysis involves an examination of a firms strength, weakness opportunities, and


threats. It helps to evaluate firms strategies to exploit its competitive advantages or defend
against its weakness. Strength and weakness involve identifying the firms internal abilities or
lack thereof. Opportunities and threat includes external situation such as competitive forces
discovery and development of new technologies, government regulations and domestic and
international economic trends.

The strengths of a company give the firm a comparative advantage in the market place.
Perceived strength can include good customer service or strong financial resources. To remain
strength they must continue to be developed, maintained and defended through prudent capital
investment polices.

Weakness result when competitors have potentially exploitable advantages over the firm. Once
weaknesses are identified, the firm can select strategies to mitigate or correct the weakness.

Opportunities or environmental factors that favor the firm can include a growing market for the
firms products, shrinking competition favorable exchange rate shifts a financial community that
has confidence in the outlook for the industry or firm or identification of a new market or
product segment.

Threats are environmental factors that can hinder the firm in achieving its goals. It would include
a slowing domestic economy , additional government regulation an increase in industry
competition, threat of entry , buyers or suppliers, seeking to increase their bargaining power or
new technology that can absolute the industry s product.

Now we discussed the SWOT analysis


Strength:

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.

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.

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.

Market share: Because of the variety of the product PRAN leads in the share market and
increasing the market share.

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.

Weaknesses:

Limited decision taking capacity: The PRAN Company is existing under the rules and regulation
of agricultural marketing company limited. So PRAN can not take any instant decision to adjust
the sudden market changes.

Price disadvantage: Sometime price of the product may be varying because of raw material.
Because 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.

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
can not bear it.
Lack of geographical coverage: Sometime the PRAN product can not reach in the definite
geographical area because of lack of communication.

Opportunities:

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.

The crop production system is highly labor intensive and there is an abundance of labor in
the country.

Through the production of the PRAN product the employment opportunity are increased in
Bangladesh.

Through the production of the good product there is a great opportunity to attract the foreign
investors.

Company can develop the effective distribution system.

PRAN Company can make survey to make effective product.

Threats:

Uncertainty in receiving fair prices

PRAN mainly produced the agro- based product and most of the products are perishable. So
it has to be preserved system.

Inadequacy of appropriate technology.

Lack of required capital.

Decreasing market share.

Reduces the customer due to low quality of the product.

PESTLE Analysis

PESTLE stands for Political, Economical, Social, Technological, Legal and Environmental
forces. These are discussed below.

1. Political: Political issues hampers any company very much. PRAN RFL group also faces the
same problem with it. Different political issues hampers their business. Due to
continuous sticks, riots, the company cannot import its raw materials or export or
distribute its produced goods in time. It helps to damage the reputation.

2. Economical: Economic condition of any country affects any business badly. The organization
faces problem with the money exchange rate, buying power of the consumers etc. If these are
low, then it is hard to earn good amount of profit. It is also a hamper to maintain the quality.
PRAN RFL group also faces the same problem.

3. Social: Social changes also affect a company. Society changes rapidly. So the companies need
to follow the changes. PRAN RFL group tries to follow it and they try or go with the latest
trends.
4. Technological: Technology plays a very important role in any business. In the countries where
the Technology is good enough, there, the production is very high. Also the technological support
by the government is very important.

6. Legal: One countries law and legal system is very much influencing to any business. If the law
and the acts are company friendly, it is very much easy for the companies to run well.
7. Environmental: Environment plays a very much important role. The Companies need to follow
different laws and acts to keep the environment harmless. There are many national an
international organizations working to save the environment. So, the companies need to follow
the rules set by those environmental bodies. PRAN RFL group strictly follows the environmental
laws to save the environment.

Factors behind PRAN-RFL's success


The company hasnt reached this position without a great management function. Planning: One
of the most common sets of activities in the management is planning. It is a preparatory step. It is
a systematic activity which determines when, how and who is going to perform a specific job. It
involves defining the organizations goals ,establishing strategies for achieving those goals and
developing plans to integrate and coordinate activities Planning is a detailed program regarding
future courses of action. It is rightly said Well plan is half done. Therefore planning takes into
consideration available & prospective human and physical resources of the organization so as to
get effective co-ordination, contribution & perfect adjustment. It is the basic management
function which includes formulation of one or more detailed plans to achieve optimum balance

of needs or demands with the available resources. There is no mystery about how PRAN reached
it todays position. All it took was great planning involved turning ideas into actua1ities by a
series of logical steps. PRAN followed some general and logical steps and they are:
By defining the major objective. The major objective is the total job, the final result. There can
be only one major objective, and this must be clearly visualized before any planning can be
attempted. The major objective for PRAN is 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%. They thoroughly communicate this to the entire organization.
When forecast are available and premises are established, a number of alternative course of
actions have to be considered. For this purpose, each and every alternative will be evaluated by
weighing its pros and cons in the light of resources available and requirements of the
organization. The merits, demerits as well as the consequences of each alternative must be
examined before the choice is being made. After objective and scientific evaluation, the best
alternative is chosen. Managers of PRAN always surf the market to avoid vacuum in Market in
aspect of existing product availability & in aspect of new product. The planners take help of
various quantitative techniques to judge the stability of an alternative.
By formulating short term plans People fail because they try to achieve major objectives in one
swoop. The task should be broken down into contributory minor objectives, each clearly defined
and each capable of detailed planning. These plans include policies, procedures, rules,
programmes, budgets, schedules, etc. As PRAN main objective is to remain the market leader,
short term plans will include sales maximization, production maximization, and cost
minimization. The companys short term objective is to avail the target that been set before the
year starts. These targets are also a part of the long term objective as well. Derivative plans
indicate time schedule and sequence of accomplishing various tasks.
By involving more organizational member. Organization should involve more members in the
planning process. This doesnt mean plans are handed down from one level to the next but
instead are developed by organizational members at various level. PRAN uses this strategy very

well, they help their employee grow. They give them proper training and development and
encourage employees to ask questions and make suggestions that they think better.
By working out detailed plans for minor objectives and allowing flexibility. With the overall plan
broken down and correctly phased, it becomes possible to work out details for the
accomplishment of each minor objective. At this stage the decisions which PRAN make are:
What is to be done? How is it to be done - resources, methods and means? Who is going to do
the job? When is the job to be done - starting and finishing times Where is the job to be done?
All the facts may not be known when plans are first made. Later on, new data may become
available.
For this reason, minor plans of PRAN are flexible enough to cater for unforeseen events or
emergencies. Having considered the steps involved in planning PRAN turn their attention to the
way in which they should be applied. In PRAN planning is applied downward, with the active
co-operation of subordinate staff all down the line. It follows that every level understand the
planning approach outlined and is able to allocate priorities and work out precise details. Only in
this way PRAN break down a really major objective into the mass of detailed activities which
become necessary for its accomplishment. In the end, a proper job of planning by the entire
supervisory staff of PRAN ensure unified and successful action. PRAN is very effective in doing
so as they treat their employees as core resources and family member and encourage their
participation indecision making and in implementing plans those are formed by the top level
management thus they implement their plans easily and efficiently with the help of subordinates
and staffs. After the plans are implemented monitoring the plans are equally important to ensure
that objectives are achieved. It is also important to appraise its effectiveness. PRAN does this on
the basis of feedback or information received from departments or persons concerned. This
enables the management to correct deviations or modify the plan. This step establishes a link
between planning and controlling function. The follow up go side by side the implementation of
plans in the light of observations made, and thus help PRAN to make more realistic future plans.
In PRAN managers frequently check all the works that are to be maintained and take any
corrective actions that are needed. PRAN is one amongst the fewest in Bangladesh who has a
culture of profit sharing management as an appraisal for performing the jobs correctly.

Organizing:
Production system
The practical expression of PRANs people and customer-oriented philosophy is known as the
PRAN production system. This is not a inflexible company-imposed procedure but a set of
principles that have been proven in day to-day practice over many years. Many of these ideas
have been adopted and imitated all over the world. PRAN production system has three desired
outcomes: To provide the customer with the highest quality product, at lowest possible cost, in a
timely manner with the shortest possible lead times. To provide members with work satisfaction,
job security and fair treatment. It gives the company flexibility to respond to the market, achieve
profit through cost reduction activities and long-term prosperity. PRAN production system
strives for the absolute elimination of waste, overburden and unevenness in all areas to allow
members to work smoothly and efficiently. The foundations of PRAN production system are
built on standardization to ensure a safe method of operation and a consistent approach to
quality. PRAN members seek to continually improve their standard processes and procedures in
order to ensure maximum quality, improve efficiency and eliminate waste.
Manufacturing Process
PRAN control and monitor every aspect of the manufacturing process. PRAN ensure the
integrity of the enterprise and to maintain quality assurance, the implementation of standards.
This means installing efficiently designed processes throughout the operation from product
development, to supply chain and shipping. By adopting a strong, process-centric culture, any
company can smoothly transition from chaotic and ad hoc management systems to a smooth
running operation that increases profits.

Managing Inflation/Unemployment/Growth rate

The idea of corporate social responsibility is being widely promoted all over and rightly so. 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 has a bifocal objective
of making profits through the fulfillment of corporate social responsibilities.

PRAN-RFL is a concept: away to fight poverty & hunger in Bangladesh in the shortest possible
time through employment generation.
PRAN Signifies investment in agro processing: creating demands for farm produce which create
jobs in rural areas also preventing urban migration. PRANs aim to add value to agricultural
harvest.
Bangladeshs comparative advantage lies in creating a competitive edge in value added
agricultural products. This is what PRAN Stands for.
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.
Equal opportunity are given to both male, female candidates irrespective of race, religions,
culture etc. Selection is done based on merits and qualifications. Everyone has got clear-cut job
descriptions and got equal opportunity to contribute and share their ideas and thoughts to grow in
the company.
Employees are rewarded with salary, commission and incentives as per standards. Workers and
staffs are provided with free & subsidized food from the factory and office cafeterias.
Employees health and hygiene are taken out most care with full time adequate numbers of
Doctors, nurses and other medical supports.

To develop the human skills, both on the and off the jobs trainings are constantly being provided
to all the workers and staffs.
Over these years PRAN had recruited thousands of employees. As of 2014, PRAN-RFL Group
has 58,000 employees currently, which is a great accomplishment for a country like Bangladesh,
whose unemployment rate is high.

Channels and logistics review

We are new in this market but still we have already covered Dhaka by our strong distribution
network. We have divided Dhaka into 30 operational zones and each zone has its separate
distributor. At the super shops which are located in Dhaka like AGORA, ALMAS, PQS etc, we
are delivering our goods directly to them at a wholesale price. Beside this we are trying to cover
all the districts and some of the major Thanas by appointing new distributors.

Product
Pran Frooto is a mango juice which promises to provide its customer the best experience and
taste of having mango all through the year. The 250ml bottle is fulfilling the need of customers
by providing a refreshing drink for daily life and also for supplementing the absence of real
mango which is often unavailable. It is small, portable and is very easy to consume
Pran Frooto 250ml goes with more of the same because it tastes better that other mango
juice like Frutika or Mangolee. It means they give more benefits but at the same price.
when buying a juice people usually do not plan so much. They just go to a store and choose a
brand. There are so many juice brands in Bangladesh like Frooto and they are almost same in
terms of taste and quality. So consumers dont need to think so much before buying this product.

Brands similar to PRAN Frooto, for example, frutika, mangolee etc are more or less same in
terms of price and quality. So comparison on price and quality is not much needed. Shopping
products are relatively higher priced but the price of our SBU is not so high. Shopping products
are distributed in fewer and selected outlets but PRAN has a widespread distribution channel so
PRAN Frooto is available in any convenient location throughout our country. PRAN Frooto is
promoted by the producer but not by the resellers.
PRAN Frooto is not a specialty product because it is not high priced and it does not have any
exclusive distribution in only one or a few out lets in per market area.

1. Product attributes:
Development of a product also involves defining the benefits that it will offer. So, product
attribute involve quality, features and style and design.
Quality is the most important factor of a product and also the marketers major positioning tools.
Quality refers to how good or bad service a product gives or how customer satisfaction it can
give. PRAN Frooto is a product made for people of all age. So the company tries to ensure good
quality. The company made some advertisements showing that their product is safe, high quality,
made from real ingredients in their state of art factory by using modern technology and by
ensuring a safe and hygiene process.
Products can be offered with different variety. PRAN Frooto is offered with different size (250
ml, 500 ml and 1000 ml), different packaging (aseptic/tetra packs and pet bottle) and different
prices for different types of consumers.
Product style and design is also a very important factor. PRAN Frootos bottling and packaging
is designed is such a way that it looks attractive to its consumers.

Quality certification:

Agricultural Marketing Co Ltd- PRAN is the first food processing company in Bangladesh to
achieve the prestigious distinction ISO 9001certification for their quality management system.
This supreme certification ensures that PRAN Products reach the consumers table maintaining
the highest level of quality. I addition to ISO, PRAN has got international certifications like
HALAL & HACCP

Sales and distribution network:


To make the Groups products available at the every knock & corner of the country PRAN 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.
Competitive review

Brand Differentiation:

Frooto was launched in Bangladesh in 2007 as refreshing mango juice & quickly went on to become the
leader in juice category market.
Since launching of Frooto, consumers fall in love with its unique taste & packaging. With new pack graphic &
clutter breaking communication, Frooto created a strong & powerful appeal among the target group of
people.
With the launching of Mango & its future campaign in 2009 its winning taste & unique communication
Frooto created a great deal of excitement in its category and celebrated the indulgence in mangoes like no
other brand have done before. While other players have portrayed mango as a simple & innocent fruit juice,
Frooto made its synonyms of mango. As Bangladeshi consumer had a mango mania & desire to have
mango round the year so it was rather easier for us to reach consumer insight to have a good appeal about
the product

Pran takes a comprehensive approach to all kinds of agro processed food products, considering all of the
ways their lives can be enriched through ensuring hygienic and quality food products. The companys
computer systems offer continuou monitoring of all manufacturing process to ensure the highest levels of
quality.

Você também pode gostar