SWOT ANALYSIS ON PRAN

-
RFL GROUP
In Bangladesh PRAN RFL is one of the most successful company as well
as organization. This group is trying to achieve a good position in local and global
market. So, they have to analyze the SWOT matrix. SWOT analysis is a planning
tool used to analyze an organization’s STRENGTH, WEAKNESS,
OPPORTUNITIES & THREATS. Strength and weakness are organizations internal
factor. Opportunities and threats are organizations external factor. Now the SWOT
analysis of PRAN-RFL is given below:

1. INTERNAL STRENGTH:

Risk pooling factor.

Large company and organization.

Experiences.

Superior source of finance.

Better control over sources and raw material.

Financial support

Vast distribution network.

Good reputation.
2. INTERNAL WEAKNESS:

Unequal promotions strategy

Lack of first mover’s advantages.

Lack of good control

A lot of distance and a huge amount of transport cost.

Internal promotion.

Internal media planning.

Unpreserved item

Limited product range.

3. EXTERNAL OPPORTUNITIES;

Demand in global market.

Large demand in local market.

Domestic natural resources.

Cheap labor.

Ethnocentrism

Government incentives.

Cash incentives.

Vat.
4. EXTERNAL THREATS;

Huge competition.

Competition in market price.

Lack of benefits.

Strict health and technical standard.

Changing choice of customers.

Foreign competitor.

Weak distribution.

changing market.

SWOT Analysis of PRAN

-
RFL Group
Strength:

Strong distribution channel

Human resource

Wide drinks category

They
have their own factory, dairy and manufacture
Weakness
:

Management efficiency

Training and development of company

Short life cycle of product

Positioning as a local manufacturing company

Contract resource
MKT 4
0
6
Page
-
13 Opportunities
:

Export Tie up with multinationals

Strong brand image

Competitor’s weak distribution channel

Franchise business all over the world
Threats

Aggressive competitors

Changing consumer behavior

Availability of foreign product

Ad hock advertisements of competitor

Using old technology

Introduction
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. What makes SWOT particularly powerful is that, with a little thought, it can help
you uncover opportunities that you are well-placed to exploit. And by understanding the
weaknesses of your business, you can manage and eliminate threats that would
otherwise catch you unawares. More than this, by looking at yourself and your
competitors using the SWOT framework, you can start to craft a strategy that helps you
distinguish yourself from your competitors, so that you can compete successfully in your
market. SWOT Analysis of PRAN Group As far we know SWOT analysis is a
combination of analysis of a company which includes Strength, Weakness, Opportunity
and Threat of that company. Let’s make SWOT Analysis of PRAN. About PRAN Group
PRAN (Programme for Rural Advancement Nationally)was established in 1981 by
retired Major General Amjad Khan Chowdhury. PRAN has become one of the largest
food and beverage brands in Bangladesh and has been exported to 140 countries.
PRAN pioneered agro business in Bangladesh. They provided farmers with guaranteed
prices. PRAN Foods, a sister concern of PRAN-RFL Group produces a number of agro
products under the banner of PRAN. PRAN established a subsidiary company in UAE in
2003.In 2008, the company announced plans to open a production facility in Tripura,
India, after the Indian government lifted the ban on direct investment from Bangladesh
in 2007.PRAN's exports hadthe biggest markets for theIndia, Saudi Arabia, the UAE,
Malaysia, and Oman. In April 2016, PRAN started to export cassava, the first shipment,
worth US$3 million, was exported to New Zealand. PRAN has 80 thousand direct
employees and 2 millionindirect employees. PRAN exports to 140different countries. It
also has the distinction of achieving prestigious certificate as like ISO 9001:2000 and
being the largest exporter of processedagro products with compliance of HALAL and
HACCP.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, Spices, Dairy products to even Textiles 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. Weintend to expand our presence to every corner of the world and strive
tomake “PRAN” a truly international brand to be recognized globally.There are ten
industrial park in all over the Bangladesh such as Natore, Rangpur, Rajshahi,
Ghorashal , Narsingdi, Sirajgonj and many other place.Strength of PRAN Group As far
we know PRAN is one of the leading food producing and food exporting company in BD.
PRAN Juice, PRAN Mango Bar, PRAN Badam vaja, Confectionery, Candy, Noodles,
Snacks, Agro products, Biscuits, Dairy, Sweets and bakery store, Textile, Beveragsare
the well known and well consumed product in BD produced by them. Besides this they
have produced more than 2000 verities of products.Besides this PRAN is also export
their products more than 140countries. Their product chain is too large.Being the
biggest local force in the industry PRAN group has strong distribution channel. They
have their own factory, dairy and manufacture.If they take care more about it, they will
be a best company.Weakness of PRAN GroupThough PRAN is a leading food
company, it is not that much wellprofitable company now. In 2018 and 2019their
profitability becomes fluctuated. Thus PRAN is too much fluctuated company. All the
activity ratios, liquidity ratios in last 5 years the company performance is jumping. It
makes the firm risky for the investors to invest.PRAN prefer short term loan but it
increase the interest expenditure.Maximum products of PRAN of Agricultural Marketing
Company Limited (PRAN) are not that quality level which customer wants. They should
try to maintain the quality. A market research is important to take decision about
it.Though in recent years, their profitability is in downward position their food become a
brand. Though they have expanded their business in different country they still
considered as a local manufacturing company.
Opportunity of PRAN GroupPRAN is concern of PRAN GROUP is famous for their food
products. Besides this, their mission is to Bangladesh hunger and poverty free, aim is to
producing quality food. They have the opportunity to fulfill their mission.If PRAN tries to
increase their food quality more that the customer wants, their sales will be increasing
their productivity.They have strong brand image not only Bangladesh but also in India
already, they have opportunity to increase their brand image all over the world. PRAN
group is in a strong position in terms of distribution channel than that of its competitor.
They should keep this opportunity up.They should upgrade their technology to get
benefit of competitive benefits.It’s good sign of development. And by make time series
analysis of PRAN they are improving.Threat of PRAN GroupThere lie a lot of threats for
PRAN. The competitors of PRAN are strong enough to produce quality goods. They
produced maintain better quality then PRAN.Aggressive competitor can be their threats
in the way of being market leader and holding their position. AKIJ Food and Beverage
Limited, WELL Food Limited, Coca Cola Foods Limited, Square Food Limited are
becomes threatfor the company.PRAN is not aware of creating a branding image of
their products.They need to track the changing consumer behavior, and their products
according to consumer demand in their target market. Availability of foreign products in
our country always hampers the business of our local company. ConclusionAs a merger
company PRAN not only takes a big portion on market share through Food &Beverage
but also Garments products are dominating large portion in the markets Garments
sector. Their target is to reduce poverty through increasing employment and it has
become possible for PRAN by taking a stable position in the market share.
Companiesfirst consider the demand of customers, on which they provide products to
give better satisfaction to the customer.