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Published by: Rashed Al Ahmad Tarique on Jun 19, 2011
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06/19/2011

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 PustiBlock 
    P   a   g   e
    1 
Table of Contents
Exe
cutiv
e
Summary ................................................................................................................................................ 2
En
viro
n
m
en
tal A
n
alysis: Th
e
Dairy S
e
ctor ............................................................................................................... 3D
e
scriptio
n
of Our Product: CowShar ..................................................................................................................... 4Productio
n
Pla
n
...................................................................................................................................................... 5Op
e
ratio
n
s Pla
n
..................................................................................................................................................... 6Mark
e
ti
ng
Pla
n
....................................................................................................................................................... 7S
eg
m
en
tatio
n
Bas
e
d o
n
th
e
Charact
e
ristics ........................................................................................................ 7G
e
o
g
raphic .................................................................................................................................................... 7D
e
mo
g
raphic ................................................................................................................................................. 710 Cow Farm (BD-10) ..................................................................................................................................... 8B
e
havioral ..................................................................................................................................................... 8Tar
ge
t Custom
e
r ................................................................................................................................................ 8Positio
n
i
ng
......................................................................................................................................................... 9Mark
e
ti
ng
Mi
x
................................................................................................................................................... 9Product .......................................................................................................................................................... 9Pric
e
.............................................................................................................................................................. 9Plac
e
.............................................................................................................................................................. 9Promotio
n
..................................................................................................................................................... 9A
n
alysis of Str
eng
th, W
e
ak
ne
ss, Opportu
n
iti
e
s a
n
d Thr
e
ats of CowShar ........................................................... 10Str
eng
ths ..................................................................................................................................................... 10W
e
ak
ne
ss .................................................................................................................................................... 10Opportu
n
ity ................................................................................................................................................. 10Thr
e
at .............................................................................................................................................................. 10Comp
e
titiv
e
strat
eg
y ........................................................................................................................................ 11Capturi
ng
th
e
lar
ge
st pot
en
tial mark
e
t ......................................................................................................... 11
Ex
pa
n
di
ng
th
e
total mark
e
t .......................................................................................................................... 11Positio
n
d
e
en
s
e
.......................................................................................................................................... 12Pr
ee
mptiv
e
d
e
en
s
e
..................................................................................................................................... 12Or
g
a
n
izatio
n
al Pla
n
.............................................................................................................................................. 12Natur
e
of th
e
Part
ne
rship ................................................................................................................................ 12Bri
e
f Job D
e
scriptio
n
s a
n
d I
n
dustry
Ex
p
e
ri
en
c
e
s of th
e
Ma
n
a
ge
m
en
t T
e
am ...................................................... 12Board of Dir
e
ctors ............................................................................................................................................ 13Ass
e
ssm
en
t of Risk ............................................................................................................................................... 13Fi
n
a
n
cial Pla
n
....................................................................................................................................................... 13App
en
di
x
.............................................................................................................................................................. 14
 
 
 PustiBlock 
    P   a   g   e
    2 
Ex
ecutive Summary
 
Ba
ng
lad
e
sh is th
e
12th lar
ge
st liv
e
stock r
e
ari
ng
 
n
atio
n
i
n
th
e
world with th
e
hi
g
h
e
st d
en
sity of cattl
e
 populatio
n
i
n
south a
n
d south-
e
ast Asia. This sub-s
e
ctor is also th
e
fast
e
st
g
rowi
ng
part of GDP with a
n
 i
n
cr
e
as
e
of 7.23% p
e
r y
e
ar (as of 2004-05).D
e
spit
e
this tr
e
m
en
dous
g
rowth th
e
milk yi
e
ld p
e
r cow is l
e
ss tha
n
half compar
e
d to that of 
ne
i
g
hbori
ng
 I
n
dia a
n
d Pakista
n
. Also du
e
to th
e
low quality of cattl
e
ee
d, cows h
e
r
e
suff 
e
rs from poor h
e
althco
n
ditio
n
which r
e
sults i
n
mor
e
i
n
e
rtility, l
e
ss m
e
at yi
e
ld a
n
d d
e
cr
e
as
e
d draft pow
e
r.O
n
th
e
oth
e
r ha
n
d, r
e
c
en
t studi
e
s show that cows co
n
tribut
e
to mor
e
20% of th
e
worlds m
e
tha
ne
 
g
as
e
missio
n
. Th
e
y do it mai
n
ly i
n
th
e
form of burpi
ng
, b
e
lchi
ng
a
n
d
ex
cr
e
ti
ng
. This p
e
rc
en
ta
ge
is hi
g
h
e
rtha
n
th
e
co
n
tributio
n
of th
e
tra
n
sportatio
n
s
e
ctor, combi
ne
d.Althou
g
h a
n
tibiotics such as
Monensin
a
n
d
Mootral
provid
e
a slow-r
e
l
e
as
e
formula which r
e
duc
e
sm
e
tha
ne
 
e
missio
n
by cows, th
e
y prov
e
to b
e
too
ex
p
en
siv
e
for wid
e
spr
e
ad us
e
.Our product, CowShar, att
e
mpts to addr
e
ss th
e
s
e
probl
e
ms. CowShar is a Ur
e
a-Molass
e
s Mi
ne
ral Blockscomposit
e
which i
n
cr
e
as
e
s milk yi
e
ld by 21%, i
n
cr
e
as
e
s w
e
i
g
ht
g
ai
n
by mor
e
tha
n
1.5 tim
e
s for h
e
if 
e
r,i
n
cr
e
as
e
s f 
e
rtility rat
e
a
n
d d
e
cr
e
as
e
s m
e
tha
ne
 
g
as
e
missio
n
by 50%.Our mark
e
t is divid
e
d i
n
to s
eg
m
en
ts i
n
two sta
ge
s. First, w
e
br
e
ak th
e
s
eg
m
en
ts dow
n
 
ge
o
g
raphicallya
n
d th
en
throu
g
h th
e
siz
e
a
n
d purpos
e
of farm
e
rs. Th
e
most attractiv
e
s
eg
m
en
t is th
e
m
e
dium a
n
d lar
ge
 scal
e
cattl
e
farm
e
rs who hav
e
t
en
or mor
e
cattl
e
.Our promotio
n
a
n
d awar
ene
ss buildi
ng
campai
gn
i
n
clud
e
e
atur
e
i
n
a
g
ricultur
e
docum
en
tary pro
g
rams,TVCs, ba
nne
rs a
n
d hosti
ng
 
e
v
en
ts at th
e
 
g
rassroots l
e
v
e
l. Th
e
s
e
h
e
lp us to
g
ai
n
most att
en
tio
n
from ourtar
ge
t audi
en
c
e
.B
e
i
ng
th
e
first play
e
r i
n
this mark
e
t, w
e
will adopt th
e
comp
e
titiv
e
strat
eg
i
e
s adopt
e
d by th
e
mark
e
tl
e
ad
e
r. Aft
e
r a
n
alyzi
ng
th
e
mark
e
t with Port
e
rs fiv
e
forc
e
s our strat
eg
i
e
s ar
e
to
ex
pa
n
d th
e
whol
e
 mark
e
t a
n
d k
ee
p th
e
most mark
e
t shar
e
. I
n
additio
n
, as our product is tar
ge
t
e
d at th
e
mass mark
e
t, w
e
 ar
e
op
e
rati
ng
i
n
a low mar
g
i
n
mark
e
t. Th
e
o
n
ly way to tak
e
mark
e
t shar
e
away from us would b
e
bys
e
lli
ng
th
e
product at a low
e
r pric
e
tha
n
us. But this would l
e
ad to hu
ge
loss
e
s i
n
th
e
short-ru
n
a
n
dprobably ba
n
kruptcy i
n
th
e
lo
ng
ru
n
. So th
e
room for multipl
e
firms op
e
rati
ng
i
n
this mark
e
t is low.A 50 k
g
sack of CowShar will cost Tk. 600 to th
e
farm
e
r. This
g
iv
e
s us a profit mar
g
i
n
of Tk. 95.08 p
e
rsack. This
g
iv
e
s us a br
e
ak
e
v
en
volum
e
of 22087 ba
g
s. This is achi
e
v
e
d i
n
th
e
first y
e
ar of output. At ourtar
ge
t
e
d volum
e
w
e
mak
e
a profit of Tk. 166,592,362.
 
 PustiBlock 
    P   a   g   e
    3 
E
nvironmental Analysis: The Dairy Sector
 
I
n
Ba
ng
lad
e
sh, arou
n
d 8% of total prot
e
i
n
for huma
n
co
n
sumptio
n
com
e
s from liv
e
stock. This is a v
e
rylow amou
n
t co
n
sid
e
ri
ng
th
e
fact that th
e
daily mi
n
imum r
e
quir
e
m
en
t for milk, as r
e
comm
en
d
e
d byWHO, is 250 mililitr
e
(ml) wh
e
r
e
as Ba
ng
lad
e
sh's p
e
opl
e
co
n
sum
e
o
n
a
n
av
e
ra
ge
42 ml o
n
ly. Th
e
crisis
e
m
e
r
ge
d from th
e
slow
g
rowth of th
e
dairy s
e
ctor a
n
d th
e
r
e
sulti
ng
i
n
cr
e
as
e
i
n
milk pric
e
s.Milk yi
e
lds, i
n
Ba
ng
lad
e
sh, ar
e
 
ex
tr
e
m
e
ly low: 200-250 lit
e
r duri
ng
a 10-mo
n
th lactatio
n
p
e
riod i
n
 co
n
trast to 800 litr
e
for Pakista
n
, 500 lit
e
r for I
n
dia, a
n
d 700 lit
e
r for all Asia. (6) Surprisi
ng
ly, Ba
ng
lad
e
shhas o
ne
of th
e
hi
g
h
e
st cattl
e
d
en
siti
e
s: 145 lar
ge
rumi
n
a
n
ts/km2 compar
e
d with 90 for I
n
dia, 30 for
E
thiopia, a
n
d 20 for Brazil. (3)Th
e
two major r
e
aso
n
s b
e
hi
n
d this probl
e
m of low milk yi
e
ld ar
e
poor br
ee
d a
n
d f 
ee
d ma
n
a
ge
m
en
t.Th
e
most commo
n
local cow i
n
Ba
ng
lad
e
sh, Bos I
n
dicus, has v
e
ry low productivity- o
n
av
e
ra
ge
 206k
g
s/h
e
ad/y
e
ar of milk compar
e
d to almost 800k
g
s for I
n
dia a
n
d 7000 k
g
s for th
e
US. This lowproductivity of cattl
e
h
e
ads i
n
tur
n
has also pr
e
v
en
t
e
d dairy farm
e
rs from i
n
v
e
sti
ng
mor
e
i
n
ee
d.Althou
g
h som
e
dairy farm
e
rs
g
row hi
g
h yi
e
ldi
ng
vari
e
ti
e
s of 
g
rass a
n
d suppl
e
m
en
t it with oils
ee
d m
e
als,brok
en
ric
e
a
n
d oth
e
r by-products, most cows ar
e
still f 
e
d with crop r
e
sidu
e
s a
n
d c
e
r
e
al byproducts. I
n
 most cas
e
s a prop
e
r sci
en
tific approach to f 
ee
d ma
n
a
ge
m
en
t is missi
ng
.Th
e
costs of productio
n
of 22 US$ p
e
r 100 k
g
milk i
n
Ba
ng
lad
e
sh ca
n
b
e
classifi
e
d as i
n
t
e
rm
e
diat
e
withi
n
 th
e
costs l
e
v
e
ls
e
stimat
e
d by th
e
I
n
t
e
r
n
atio
n
al Farm Compariso
n
N
e
twork (IFCN) for th
e
y
e
ar 2002.Costs i
n
Ba
ng
lad
e
sh ar
e
about 20 p
e
rc
en
t b
e
low th
e
cost of productio
n
i
n
th
e
 
E
U (28 US$ p
e
r 100 k
g
) but40 to 50 p
e
rc
en
t abov
e
th
e
l
e
v
e
ls i
n
oth
e
r cou
n
tri
e
s i
n
th
e
South
e
r
n
H
e
misph
e
r
e
. Th
e
lar
ge
farms i
n
 I
n
dia a
n
d Pakista
n
ca
n
achi
e
v
e
productio
n
costs b
e
low 15 US$ p
e
r 100 k
g
. All typ
e
s of firms will hav
e
 difficulti
e
s to comp
e
t
e
with imports of dairy products as lo
ng
as th
e
world mark
e
t pric
e
s for milk ra
nge
 b
e
tw
een
15 a
n
d 18 US$ p
e
r 100 k
g
milk. Mor
e
ov
e
r, milk produc
e
rs i
n
Ba
ng
lad
e
sh will hav
e
difficulti
e
s i
n
 comp
e
ti
ng
with produc
e
rs from oth
e
r cou
n
tri
e
s i
n
th
e
r
eg
io
n
such as I
n
dia a
n
d Pakista
n
. (5)D
e
spit
e
th
e
s
e
shortcomi
ng
s, I
n
FY 2009-10 th
e
 
e
stimat
e
d shar
e
of th
e
liv
e
stock sub-s
e
ctor i
n
GDP atco
n
sta
n
t pric
e
s was 3.46 p
e
rc
en
t.(bd
e
co r
e
v 2009) Furth
e
rmor
e
, it provid
e
s full a
n
d part tim
e
 
e
mploym
en
t to about 20% of th
e
cou
n
trys rural populatio
n
a
n
d accou
n
ts for 18% of a
g
ricultural
ex
port
e
ar
n
i
ng
s.S
e
v
e
ral i
n
itiativ
e
s hav
e
b
een
tak
en
to facilitat
e
th
e
 
g
rowth of th
e
dairy s
e
ctor i
n
accorda
n
c
e
with th
e
 
g
ov
e
r
n
m
en
ts aim to achi
e
v
e
s
e
lf suffici
en
cy i
n
milk, chick
en
a
n
d liv
e
stock productio
n
with a vi
e
w tom
ee
t th
e
prot
e
i
n
d
e
ma
n
d of th
e
 
n
atio
n
. Most of th
e
s
e
i
n
itiativ
e
s ar
e
mai
n
ly focus
e
d o
n
improvi
ng
th
e
 br
ee
d quality. O
ne
amo
ng
such i
n
itiativ
e
s, worth m
en
tio
n
i
ng
is th
e
Artificial I
n
s
e
mi
n
atio
n
 
Ex
t
en
sio
n
 Pro
g
ramm
e
 which us
e
s both dilut
e
d a
n
d froz
en
s
e
m
en
for improv
e
d vari
e
ty. How
e
v
e
r, broadlysp
e
aki
ng
, th
e
ee
d ma
n
a
ge
m
en
t syst
e
m has r
e
mai
ne
d u
n
touch
e
d; which ca
n
b
e
a pot
en
tial mark
e
t for
ne
w busi
ne
ss
e
s.

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