Introduction

The word Aarong means village fair and the Aarong brand
is meant to invoke a deeper connection to its rural roots.
Born out of a humble resolve to empower the marginalized
rural women and enable them to realize their full potential,
Aarong is one of the 18 social enterprises of BRAC - the
worlds largest development organization. It has been
working towards BRACs mission of poverty alleviation
through economic development and human capacity
building, with a specific focus on the empowerment of women.
Ayesha Abed and Martha Chen are the founder of Aarong . Aarong was initiated in
1978 as a project to ensure poor silk farmers, block printers and embroiders in
Manikganj in central Bangladesh were paid upon delivery of their products.

Aarong also plays the role of protector and promoter of traditional Bangladeshi
products and designs. It houses an extensive design library where remnants of our
rich craft heritage, such as Nakshikatha art and Jamdani patterns, have been widely
researched and archived for present as well as future use.

Aarongs Mission Statement

To make Aarong the best in the world in providing a unique

Bangladeshi lifestyle experience to empower people and promote
Bangladesh while protecting our environment.

Vision: Aarong has a vision to establish them as worlds one of

the famous fare trade fashion house. Aarongs vision is to remain
market leader throughout its business. Aarong expand its
business in international arena. Aarong has a dream to develop
more artisans of Bangladesh and make them dependent and
attract more and more international customers toward
Bangladeshi Culture.

Our Values
Our values are the same as those of BRAC an organisation that showed the world phenomenal
progress with its holistic approach to development. With over 300,000 people across the country
benefitting from our initiatives, our values remain a constant source of inspiration and pride for us.
We value innovation that creates opportunities for the poor to lift themselves out of poverty. We strive to
display global leadership in ground-breaking development initiatives.
We value integrity, because transparency and accountability are the most essential elements of our work
ethic. With clear policies and procedures, we continue to display the utmost level of honesty in our
financial dealings.
We are committed to inclusiveness to ensure that we engage, support and recognise the value of all
members of society, regardless of race, religion, gender, nationality, ethnicity, age, physical or mental
ability, socioeconomic status and geography.
We value effectiveness in all our work, which constantly challenge ourselves to perform better and to
improve and deepen the impact of our interventions.

SWOT analysis
A SWOT analysis (alternatively SWOT matrix) is a structured planning method used
to evaluate the strengths, weaknesses, opportunities and threats involved in a
project or in business venture. A SWOT analysis can be carried out for a product,
place, industry or person.

Strengths
: characteristics of the business or project that give it an advantage over others.

Weaknesses
:characteristics that place the business or project at a disadvantage relative to
others.

Opportunities
: elements that the project could exploit to its advantage.

Threats
: elements in the environment that could cause trouble f for the business or project.
Conclusion

Aarong is not only a fashion house it is more than that. Over the year it has brought
positive change in the life style of disadvantaged people. With times Aarong has
evolved itself as one of the most successful lifestyle store in our country
maintaining the tradition and the trends. Besides becoming the leading lifestyle
chain store in Bangladesh they have cherished the traditional crafts of Bangladesh
through have been able to create employment of thousands of people.

Five forces model

Five forces analysis assumes that there are five important forces that determine
competitive power in a business situation.. These are :

Threat of New Entrants

The ease or difficult with which new competitors can enter an industry

Threat of Substitutes

The extant to which switching costs and brand loyalty affect that likelihood of
customers adopting substitute products and services.

Bargaining Power of Buyers

The degree to which buyers have the market strength to hold sway over and
influences competitors in an industry

Bargaining Power of Suppliers

The relative number of buyers to suppliers and threats from substitutes and new
entrants affect the buyer suppliers relationship

Current Rivalry

Intensity among rivals increases when industry growth rates slow, demand falls and
product price descend.