Chapter-2

Organizational Part

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2.1 Organization overview

Company Name: Krishibid Group

Country/Territory: Bangladesh

Address: 801, RokeyaSarani, Kazipara, Mirpur, Dhaka-

1216,
Bangladesh

Business Type: Manufacturer, Service Provider, Firming.

Industry Focus: grocery shop, Daily Needs Product, Housing,

Geographic Markets: Within Bangladesh

No. of Employees: Above 600 People

Certificates: ISO 9001:2008 Certified

Year Established: 2001

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2.2 Board of Directors

Company Name Name & Designation

Krishibid Firm Limited Dr. Md. Ali Afzal (MD/CEO)

Glorious Lands and Developments Limited Mrs. AsmaKhatun (MD)

Krishibid Properties Limited Professor Dr. Md. Aminul Islam (MD)

Krishibid Poultry Limited Md. Rezaul Karim Tutul (MD)

Krishibid Salt Limited Mrs. Morium Akhter (CEO)

Krishibid Feed Limited Dr. Musherraf Husain (CEO)

Krishibid Overseas Limited Dr. M.A Mazed (CEO)

Krishibid Stock & Securities Limited Md. Rezaul Karim Tutul (In-charge)

Krishibid Farm Machinaries Limited Prof. Dr RI Sharker (Advisor)

Krishibid Fisheries Limited Mrs. AsmaKhatun (CEO)

Krishibid Multipurpose Co-Operative Society Limited KrishibidFarukul Islam (Cahirman)

Krishi Foundation KrishibidTarique Hassan (Chairman)

Krishibid Bazar Abdullah Al-Mamun (MD)

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2.3 Organogram of the Organization

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2.4 Organizational Hierarchy.
Like any other business organization, the Top management makes all the major decisions at
Krishibid Group Limited. The Board of directors being at the highest level of organizational
structure plays an important role on the policy formulation. The Board of directors is not
directly concerned with the day-to-day operation of the company. They have delegated their
authority to its management committee, which is called MANCOM. The board of directors

holds meetings on a regular basis.

Managing Director

Chief Operating Officer

General Manager

Deputy General Manager

Manager
Deputy Manager

Assistant Manager

Senior Executive

Executive

Assistant Executive

Management Trainee

Figure: Hierarchy of ADMIN (HR & Admin/Accounts/Purchase/Sales)

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2.5 Historical Background
Krishibid Group Limited started its journey in the year 2001 with a firm commitment of
providing excellent customer services with a difference. KG remains fully committed to give
dividend in a higher percentage to the shareholders. The high profitability track record
attracts the shareholders to invest in the Krishibid Group. In doing business KG always
abides by the fundamental principles of Corporate Governance.

Krishibid Group understands people‟s needs and desires to create and deliver appreciate
services to the community to improve life standard of the common people. All the time we
give emphasis on fulfilling our vision. The shareholders of KG family are highly passionate
individuals, fully committed to achieve the vision that we have targeted.

Krishibid Group works as a socially responsible corporate entity. It has focused in the areas
of health care, education and contribution to charity. With this aim in view, KG has already
started activities in the field of charity in the name of Krishi Foundation.

The sister concerns of Krishibid Group have already proved to our valued share-holders that
we are in the right tract of investment. KG remains fully committed to the delivery of higher
dividend rate. The high profitability track record underpins that the shareholders derive
attractive benefits through investment their hard earned money in KG. With the aim in view
the Board of Directors has decided to increase the number of shareholders up to 1,000.

Initially, KG has launched its business venture with Agro-based industries and gradually the
number of the companies has increased. Hopefully, it will reach about 30 at the end of 20
Twenty.

KG follows the fundamentals principles of Corporate Governance, Accountability,

Responsibility and Transparency. KG understands people's need and will render its services
to improve the life style of the beneficiaries. As KG is committed to increase quality, so the
quality of its products will be superior and unparalleled.

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2.6 Mission:
"Not only profit, quality commitment and service we care”

2.7 Vision 2020

The Krishibid Group aims to become one of the largest agro-based business firms by the end of
2020. The paid-up capital of KG will be raised to BDT. 10 billion. The high profitability track
records of the group show that the shareholders derive attractive benefits through investing their
hard earned money in the KG. The Board of Directors has decided to enhance the number of
shareholders up to 2500. The number of the companies of the group has increased rapidly and
hopefully, it will reach 50 at the end of 2020.

With the investment in some other sectors like: tourism, shrimp culture, beef-fattening, super
market –chain shop and nursery, the activities of Krishibid Group has been expanded
considerably. The Krishibid Group is also considering diversification of its business in the areas
of seed, dairy, healthcare, education, export and import, farm machineries and automobiles,
highway restaurant, parjaton motel, chain super markets, food and beverage, protein house,
printing and packaging, furniture, media (press and electronic), banking, finance and investment
etc. within Twenty-20. Krishibid follow the fundamental principles of Corporate Governance:

* Accountability

* Responsibility and

* Transparency

We look forward towards the erection of a 50-storied KRISHIBID TOWER. KG aims at meeting
the needs of our society. All the shareholders of KG family are highly passionate and fully
committed to achieve the future vision.

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 Chapter 3

Product & Service of KB

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3.1 Sister concern of Krishibid Group:
 Krishibid Firm Limited (KFL)
 Krishibid Poultry Limited (KPL)
 Krishibid Properties Limited (KPL)
 Krishibid Salt Limited (KSL)
 Krishibid Feed Limited (KFL)
 Glorious Overseas Limited (GOL)
 Krishibid Stocks & Securities Limited (KSSL)
 Krishibid Farm Machineries &Automobiles Limited (KFMAL)
 Krishibid Fisheries Limited (KFL)
 Krishibid Security and Services Limited (KSSL)
 Krishibid Tours & Travels Limited (KTTL)
 Krishibid Bazaar Limited (KBL)
 Krishibid Printing & Publication Limited (KPPL)
 Krishibid Packaging Limited
 Krishibid Multipurpose Cooperative Society Limited (KMCSL)
 Krishi Foundation (KF)
 Glorious Technical Institute (GTI)
 Glorious University (Proposed)
 Ktv (on live) on test


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3.2 Krishibid Firm Limited (KFL)

The KFL, established in the year 2001, is the mother firm and holding company of the KG The
KFL usually initiates and nurses new projects and at maturity those are registered as
independent companies. It is governed by a Board of Directors. The policies and decisions taken
by the Board are executed by an Executive Committee (EC) elected by the Directors. All
business expansion policy, planning and financial works of the KFL & her sister concerns are
approved by KFL Board and subsequently implemented by the respective company's
management. The KFL's success in sponsoring agro-based industries has made significant
contribution to the country's GDP. KFL has achieved ISO 9001:2008 Certification for its
excellent corporate management and culture. Krishibid Firm Ltd. is also a member of Dhaka
Chamber of Commerce & Industries, Asia Pacific Seed Association &Bangladesh Seed
Association.

We are all aware of the effects of Climate Change, as we experience longer growing periods into
winter, which in itself has become milder in recent years. Our Spring and Summer weather has
become unpredictable, a very hot dry 2006 followed by a very stop start 2007 which was
unexpectedly repeated again during 2008. The last harvest was a mixed bag with some areas of
the country able to bring in record crops whilst others struggled to save any crops at all.
Can we make a difference? Who knows the answer but we all know that “Nature” is a wonderful
if unpredictable power that with help may be able to stop the situation worsening if not turning it
around?

Products of Krishibid Firm limited

 Seed
 Dairy
 Nursery

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3.3 Glorious Lands and Development Limited (GLDL)
GLDL, a Real Estate company established in 2002. It has developed large housing areas at Savar
(Just across Uttara Third Phase), about 5 kms north-west from capital city Dhaka. the company
possesses about 400 acres of lands that provides for 3200 plots and still counting with provisions
of all modern civic facilities. These plots are purchased and owned mostly by professional
agriculturists. The company also purchased lands in kuakata the most attractive tourist area in the
south west of the country for Five star Studio Apartment. It is a member of both REHAB (454)
and BLDA

3.4 Krishibid West View

 KRISHIBID WEST VIEW, the first project under Glorious Lands & Developments
Limited located at Birulia, just across UTTARA THIRD PHASE.
 Common Features-
 The project area is surrounded by natural high & red lands and is free from air, water &
sound pollution.
 Permanent campuses of Glorious University, BRAC University, Asian University,
Daffodil University & City University are situated near this project. Electricity, Gas &
Water connection, the very essential needs of social life are available in the project.
 School, college, madrasa, park, masjid, shopping mall, grave yard, playground etc. all
sort of community facilities by self-management of the company makes the project a
perfect one to live in.
 It has both side high way connecting roads with Ashulia to Savar bazaar & Jahangir Nagar
University. withPallai, it will be at 10 minutes‟ drive away from Mirpur.
 The project cover s an area of 700 Bigha lands divided into three blocks (A,B,&C).
 After the completion of the Birulia bridge (Under construction) connecting Ashulia

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3.5 Krishibid Duplex Villa
Krishibid Duplex Villa is designed to cater the needs of today‟s wise client considering his
ways and standards of living, status, likes and dislikes. The architectural layout of a duplex
house plan is probably one of the most effective ways to ensure that one achieves a
substantial amount of saving criterion. Krishibid Duplex Villa plans come from a
homeowner‟s convenience and budget in mind.

Krishibid Duplex Villa brings the Luxurious duplex home plans at the cheapest price of BD .
It does not quite matter what size a plan is or budget, the architectural design is the first way
to control building cost. Users of these duplex house plans experience a substantial amount of
savings. The fact that duplex plans use less property space is an advantage since it saves up
on use of natural resources.

3.6 Krishibid Properties Limited (KPL)

It is a common human desire to have one‟s own residence in the capital city, The bureaucrats,
officers of the armed forces, engineers, and doctors have ensured their planned residential
facilities in posh areas in the capital city, Unfortunately the agriculturists are lagging behind
in this regard. Considering the housing problem in the capital city especially for the middle
class and low-income agriculturists living at home and abroad, various apartment projects
under “Krishibid Properties Ltd. (KPL)” and a land project for housing named Krishibid
West View (KWV) under Glorious Lands and Developments Ltd. (GLDL) has been planned

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 3.6.1Projects of KPL:

3.6.1 HANDED OVER PROJECTS:

Sl. Project’s Name Handed

No. Description over Perspective
& Address
Glorious Amin 10 Flats in a 6

storied building on
a 5 Katha plot;
Plot # 5, Road #

15, Sector # 12,

Uttara M/T, Flat Size: A-1500
1 Dhaka sft, Feb 2005
Krishibid Palace

B-1500 sft
12 Flats in a 7
House # 13, Road
storied building on
# 6, Block A, a 5.6 Katha plot,
Sec.10, Mirpur, Flat Size: A-1650
Dhaka sft, B1335 sft

2 Oct 2005

Glorious Hamza
Flat Size: A-1135
sft, B-980 sft, C-
170/9-A, West
950 sft
Kafrul, Dhaka-
3 Dec 2005
1207
Glorious

Mannan

Flat Size: A-850

House #05, Road sft, B-S50sft

#18, Sector #10,

4 Jun 2006
Uttara Model
Town, Dhaka-
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5 Glorious

Mortuza
Flat Size: A-800
sft, B-900 sft, C-
1050 sft
231,
WASA
Road, Aug 2006
6 West
Glorious 20 Flats in a 6 October
Shewrap
Moon storied building on 2007
ara,
236/1 a 10 katha plot; Flat
Dhaka size : A, B – 1375
WASA sft
Road,
West , C – 1325 sft, D –
Shewrap 1325 sft
ara,
7 Glorious Flat Size: A-1108 Sep 2007
Mirpur, sft,
Dream
Dhaka –
B-190 sft, C-1160
907, East sft, D-1165
1216
Shewrap
ara, Flats
20
Mirpur,
in a 6
Dhaka
storied -
building
1216
on a 10
katha
3.6.2 On
plot;Goung
Flat Project
size : A,
Sl. BProject’s
– Name & Description Tentative Perspective

No. Address
1. sft , Sun Flat Size: A-1100 Hand over
Glorious
1375
– 1325 West
C238,
sft, B-1100 sft
sft, D –
Shewrapara,
1325
Wasasft Road,
Mirpur, Dhaka-

1216

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 2. Krishibid Red Flat Size: 1130,

Castle- 1217/1 1230, 1280, & 1350

(4 Units); Land Size:
& 1217/1/A,
East Monipur, 11.57 Dec
Mirpur, Dhaka.

3. Glorious South Flat Size: 635 &

View- Plot # 16, 1380; Land Size:

Road-5, Block- 1.75 Dec

E, Sec-12,
Rupnagar R/A,
Mirpur, Dhaka-

4. Glorious
1216. Flat Size: 1000-1050

Shantir Neer- (2 Units); Land Size:

65 West 6.18 Dec

Shewrapara,
5. Project Name: Flat Size: 1100 (2
Mirpur, Dhaka

Glorious Units); Land Size:

Mahmud 8.25 Dec

Plot # 16, Road

# 2, Rupnagar
6. Project
R/A, Name: Flat Size: A-1100
Mirpur,
Dhaka.
Glorious sft, B-1100 sft, C-

Monowara 1100 sft, D-1100 sft

157/4, Bishwa
Road, Kuril
Badda, Dhaka

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 7. Project Name: Flat Size: A-1132

Glorious sft, B-1000 sft, C-

Salimullah 1107 sft

44/2, Borobag,
Mirpur-2,

Dhaka-1216
8. Krishibid Green Flat Size: 1223,

Castle 1252, 1327 & 1570 (4

units); Land Size:
25 Senpara 32.4 Dec
Parbata, Mirpur,
Dhaka-1216.

9. Glorious Noor Flat Size:

523, Senpara A-1220 sft, B-1240

sft, C-1200 sft, D-
Parbata, Mirpur-
1175 sft, E-1200 sft
13, Dhaka-1216

10. Project Name: Flat Size: A-1225,

Krishibid B 1275

Mollah Tower

745 West
Shewrapara,
Mirpur, Dhaka-
11. Project
1216. Name: Eight 10 storied

Krishibid building; Flat Size:

Garden City 850-1400; Land

60/Ka, Uttar Size: 150 Dec

Bishil, Mirpur-

1, Dhaka-1216.

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 12. Project Name: Flat Size: A-1210

Glorious sft, B-1240 sft, C-

Jubayda 1280 sft, D-1280 sft

113, West
Shewrapara,
Mirpur, Dhaka-

1216

3.6.3Mega project
Project’s Description Perspective

Name &
l. Address
No. Mega Eight 10

projects: storied building;

Flat Size: 850-1400;

Land Size: 150 Dec
Project
Name: Krishibid
Garden City

60/Ka, Uttar
Bishil, Mirpur-1,
Dhaka-1216.
Project

Name: Krishibid

Duplex Villa

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 Project Six 10

Name: Krishibid storied building &

modern shopping
Bhawal City complex; Flat Size:

950-1400; Land
Chandan
Size: 116 Dec
a, Gazipur,
South-west of
NATA (Former
CERDI)
Project

Name: Krishibid

Sea Palace

3.6.4 Up Coming Project

Project’s Name & Address Description Perspective

Krishibid White Castle Basundhara Residential Area,

Dhaka

Project Name: Krishibid Trade Gazipur

Center

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3.7 Krishibid Painting and Publishing Ltd.
Krishibid Printing and Publication Limited (KPPL) is a sister concern of Krishibid Group. It
is located at 58/1, West Mirpur, Dhaka-1216. KPPL was registered with Joint Stock
Company on 23 October 2012. Its authorized capital is BDT. 10.00 core. Objective of the
company is to ensure best quality printing at reasonable cost. The KPPL caters for high
quality printing of books, journals, periodicals, magazines, newspapers, catalogue, marketing
and publicity materials etc.

3.8 Krishibid Tours and Travels.

Krishibid Group has added a new fleet in business named Krishibid Tours & Travels Ltd
(ktt). The company having registered in November 2012 ensures to facilitate tourism
comfortably and professionally. Visitors comfort ability, creates new jobs, alleviates poverty,
improves human and natural resources are also the aims of this new business venture. Among
the major products KTT launched are Hajj & Omrah packages, Airlines Ticket booking,
Worldwide Hotel reservation, Inbound & Outbound tours, Visa processing etc. In Inbound
tourism our strengths are Sundarban, Coxs Bazar, Kuakata, Rangamati and Outbound tourism
includes Saudi Arabia, Malaysia, Nepal, Singapore, Thailand, Maldives etc. We have KSA
experienced team having profound backgrounds in handling Hajj & Omrah services. Experts
having long experience in tours & travel industry are also inducted. Krishibid Tours &
Travels working with a vision to lead the tours & travels industry in Bangladesh soon.

3.9 Krishibid Fisheries Ltd.

KG started its journey in the year 2001 with a firm commitment of providing execellent
customer services with a difference. KG remains fully committed to give dividend in a higher
percentage to the shareholders. The high profitability track record attracts the shareholders to
invest their liquid money in the form of shares of Krishibid Group. In doing business KG
always abides by the fundamental principles of Corporate Governance. Krishibid Group
understands people’s needs and desires to create and deliver appreciate services to the
community to improve life standard of the common people. All the time we give emphasis on
fulfilling our vision. The shareholders of KG family are highly passionate individuals, fully
committed to achieve the vision that we have targeted. Krishibid Group work as a socially
responsible corporate entity. It has focused in the areas of health care, education and
contribution to charity. With this aim in view, KG has already started activities in the field of
charity in the name of Krishi Foundatin The sister concern of krishibid Group have already
proved to our valued share-holders that are in the right tract of investment. KG remains fully
committed to the delivery of higher divided rate. The high profitability track record underpins
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that the shareholders derive attractive benefits through investment their hard earned money in
KG. With the aim in view the Board of Directors has decided to increase the number of
shareholders up to 1,000. Initially, KG has launched its business venture with Agro-based
industries and gradually the number of the companies has increased hopefully, it will reach
about 30 at the end of 20 Twenty. KG follows the fundamentals principles of Corporate
Governance, Accountability, Responsibility and Transparency. KG understands people's need
and will render its services to improve the life style of the beneficiaries; As KG is committed
to increase quality, so the quality of its products will be superior and unparallel.

3.10 Krishibid Bazaar

Krishibid Bazaar is the youngest company but it is a challenging addition in Krishibid Group,
strictly adhering to its motto “Not only profit; Quality, Commitment and Service we care”.
Community service is always a priority concern of Krishibid Bazaar which has the aim of
serving the community at large by supplying safe, fresh and quality products at a
comparatively low price. Krishibid Bazaar Ltd. is registered with the Joint Stock Company.

Krishibid Bazaar is different from all other supermarkets in many respects. We procure only
brand products. Besides, fixing the most competitive price, its fresh corner is unique with
only Krishibid products, which are always health friendly. Our vegetables are completely
organic. Fish, chicken and beef are formalin free. Our farms are continuously supervised by
experienced agricultural scientists of the country.

Krishibid Bazaar

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3.10.1 About the Super Shop

The super stores are currently focused in food retailing, ranging from a wide variety of fresh
vegetable, fruits, meat and fish to grocery, bakery, dairy, personal and household products. It provides
its customers with guaranteed quality and freshness. It carries more than 30,000 varieties of products
and has plans to expand its product portfolio to carry other ranges of consumer products in the coming
years. It buys products direct from the growers, which benefits the latter as well as the customers. The
products are procured under the direct supervision of its officials who maintain strict procurement and
marketing standards. Products on the shelves are regularly monitored for expiry dates. About 2,000
customers use every day in every stores. Customers prefer using both cash and credit cards. The super
shops are open from 8 am to 9 pm every day. T © 2014 Global Journals Inc. (US) 49Global Journal of
Management and Business Research Volume XIV Issue IX Version I Year ( ) A 2014 Rush of
customers is experienced in the morning and evening. Most of the employees of these stores are
young and well-educated, some with Masters and MBA degrees.

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Vegetable, fish, meet, sugar, sweets, chicken, salt, milk, eggs, and some cooking and others product
comes from our own firm to krishibid bazar. And verities of products are collected.

We need different types of goods in our day-to-day life. We may buy some of these items in
bulk and store them in our house. Similarly, businessmen also need a variety of goods for
their use. Some of them may not be available all the time. But, they need those items
throughout the year without any break. Take the example of a sugar factory. It needs
sugarcane as raw material for production of sugar. You know that sugarcane is produced
during a particular period of the year. Since sugar production takes place throughout the year,
there is a need to supply sugarcane continuously.

But how is it possible? Here storage of sugarcane in sufficient quantity is required. Again,
after production of sugar it requires some time for sale or distribution. Thus, the need for
storage arises both for raw material as well as finished products. Storage involves proper
arrangement for preserving goods from the time of their production or purchase till the actual
use. When this storage is done on a large scale and in a specified manner it is called
‘warehousing’. The place where goods are kept is called ‘warehouse’. The person in-charge
of warehouse is called ‘warehouse-keeper.
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Warehousing refers to the activities involving storage of goods on a large-scale in a
systematic and orderly manner and making them available conveniently when needed. In
other words, warehousing means holding or preserving goods in huge quantities from the
time of their purchase or production till their actual use or sale. Warehousing is one of the
important auxiliaries to trade.

It creates time utility by bridging the time gap between production and consumption of
goods. The effective and efficient management of any organization requires that all its
constituent elements operate effectively and efficiently as individual SBUs / facilities and
together as an integrated whole corporate. Across the supply chains, warehousing is an
important element of activity in the distribution of goods, from raw materials and work in
progress through to finished products.

It is integral part to the supply chain network within which it operates and as such its roles
and objectives should synchronize with the objectives of the supply chain. It is not a ‘Stand-
alone’ element of activity and it must not be a weak link in the whole supply chain network.
Warehousing is costly in terms of human resources and of the facilities and equipment’s
required, and its performance will affect directly on overall supply chain performance.

Inadequate design or managing of warehouse systems will jeopardize the achievement of

required customer service levels and the maintenance of stock integrity, and result in
unnecessarily high costs.

The recent trends and pressures on supply chain / logistics-forever increasing customer
service levels, inventory optimization, time compression and cost minimization –have
inevitably changed the structure of supply chains and the location and working of warehouses
within the supply chains network.

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 Chapter-4

Literature Review

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4.1 Marketing strategy
Marketing strategy are the group of techniques and actions that a business takes in order to
achieve its marketing objectives. Having a marketing strategy and knowing what that strategy
is can be an important part of being successful in any business.

4.2 Marketing Strategy Development

You should develop a marketing strategy before you even start a business. Once your
business is operational, you'll no doubt need to adjust your marketing strategy from time to
time to account for market conditions, shifts in demand and other factors you identify as a
result of your market research activities and resulting from the performance of your business.

A marketing strategy and a marketing plan go hand in hand, but they are not the same. Your
marketing strategy is a key component of your marketing plan, which examines other factors
related to the business.

If you operate an online business or have a website that you use to market and sell your
products and services, your Internet marketing strategy will be an important component of
your overall marketing strategy.

The marketing strategy is shaped by your overall business goals. It includes a definition of
your business, a description of your products or services, a profile of your target users or
clients, and defines your company's role in relationship to the competition. The marketing
strategy is essentially a document that you use to judge the appropriateness and effectiveness
of your specific marketing plans.

To put it another way, your marketing strategy is a summary of your company's products and
position in relation to the competition; your sales and marketing plans are the specific actions
you're going to undertake to achieve the goals of your marketing strategy.

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4.3 Competitive strategy analysis:
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.

Threats of
potential
entrants

Bargaining Bargaining
power of
Industry power of
Suppliers Rivalry Customers

Threats of
Substitutes

Figure: Porters 5 Generic Model

4.3.1 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.

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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.

4.3.2 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.

4.3.3 Threat of substitute product:

When the availability of substitute product is upper and prices are above the following
industry’s 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.

4.3.4 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.
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  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.

4.4 SWOT Analysis:

SWOT analysis involves an examination of a firm’s strength, weakness opportunities, and

threats. It helps to evaluate firm’s strategies to exploit its competitive advantages or defend
against its weakness. Strength and weakness involve identifying the firm’s 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 policies.

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 firm’s 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 on the concept of our Krishibid Group limited. At
first we describe about strength of the company and so on.

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4.4.1 Strength:

• Brand image: Firstly, KG has stayed in the local market in Bangladesh for 14 years. So
they are experienced and stationed in people’s mind deeply.

• Superior quality control measures: KG maintains and controls the superior quality of
the product. It is the policy of agricultural marketing company limited to market products
of consistent quality in the countries with good manufacturing practices.

• Integrity: KG 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.

• Customer satisfaction: Whenever Krishibid Group exists 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 KG‟s product and service.

4.4.2 Weaknesses:

Limited decision taking capacity:Krishibid Group is existing under the rules and regulation
of agricultural marketing company limited. So KG cannot 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 Krishibid groups product and

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service but the lower class people cannot bear it.

Lack of geographical coverage: The KG‟s product cannot reach in the definite geographical
Area because of lack of communication.

4.4.3 Opportunities:

The agriculture sector is the largest contributor to GDP. So KGs Produced Agro based
Product. So it’s 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 KGs product the employment opportunity are increased in
Bangladesh.

• KG can develop the effective distribution system.

• Krishibid Group can make survey to make effective product.

4.4.4 Threats:

• Uncertainty in receiving fair prices

• KG 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.

• Major prolonged economic depression.

• Reduces the customer due to low quality of the product.

Opportunities Threats

Strengths Weaknesses

Figure: SWOT Analysis

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4.5 Observation

Marketing Department are advantages tp utilizing observation techniques when conducing

marketing research for your small business. During observation only, subjects often behave
more naturally and do not purport to demonstrate their “ideal selves” instead of their true
actions. Recall error is not a problem when conducting observational research. In clinical
settings, behaviors are reported in in relationship to activities or other stimuli. In
observational research done in natural settings, subjects are reported as doing exactly as what
was observed. Observational research can be modified to obtain the best results possible, if
necessary. For instance, if one cannot see clearly enough from a particular location, he may
choose to move to closer observing spot. Observational techniques often provide the only
way to conduct certain research, such as determining the number of shoppers visiting a store
or the behavior of children

We learnt so many things from the Krishibid Group ltd as an intern which I think it will
helping us a lot when we’ll work on other organizations. In short, the entire experience was
very insightful and we had learnt a lot of things personally and organizationally from our
experience during this internship period which will help us very much for our next career life.

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 Chapter-5

Conclusions &
Recommendation

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 5.1 Recommendation
 Marketing Department of Krishibid Bazaar always follows all Marketing Stratesies
methods so they should continue it.
 Internal Marketing Strategies helps to motivate the employee, they should focus on
internal reference while recruiting for top and middle level management, it will help
the organization to motivate the employees
 Marketing Department of Krishibid Bazaar gives more preference for the customer.
 Marketing Department of Krishibid Bazaar try to give best service always there
customer.
 Krishibid Bazaar uses several sources for customer, that’s why they can get better
quality Products. They should continue it.
 Marketing Department of Krishibid Bazaar always careful for customer satisfaction.
 Krishibid Bazaar maintains there Customer very consciously.
 Marketing Strategies of Krishibid Bazaar is valid and reliable They should keep it.

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5.2 Conclusion

Krishibid Bazaar is the youngest company but it is a challenging addition in Krishibid Group,
Strictly adhering to its motto “not only profit; Quality, Commitment and service we care”.
Community searvice is always apriority concern of Krishibid Bazaar which has aim of
serving the community at large by supplying safe, fresh and quality products at a
comparatively low price. Krishibid Bazaar Ltd. is registered with the joi 75nt stock company.
Krishibid bazaar is different from all other supermarkets in many erspects. We procure only
brand products. Besides, fixing the most competitive price, its fresh corner is unique with
only Krishibid products, which are always health friendly. Oure farms are continuously
supervised by experienced agricultural scientists of the country.

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Marketing Strategiesof Krishibid Bazaar Limited.
5.3 Reference:

Books
 Manager’s guide to marketing, advertising, and publicity – Barry Callen
ISBN: 0071713468
Publication Date 2010
Call type ebook

Internet

(Website)

http://krishibidgroup.org.bd/kg/ 


http://krishibidgroup.org.bd/kg/homes/details/module/6 


http://krishibidgroup.org.bd/kg/articles/p_details/36 


http://krishibidgroup.org.bd/kg/articles/p_details/38 


http://krishibidgroup.org.bd/gldl/booking_status/layout_plan.php 


http://krishibidgroup.org.bd/gldl/ 


http://krishibidgroup.org.bd/bazaar/index.php?route=information/information&infor
m ation_id=4 


http://krishibidgroup.org.bd/kg/articles/firm 


http://krishibidgroup.org.bd/kg/galleries/view_gallery 

http://krishibidgroup.org.bd/fisheries/ 

Personal Interview:

Abdullah Al-Mamun Managing Director (Krishibid Grouo)

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