Course: Strategic Marketing

Course Code: MKT460

Section: 02

Team Name: Lex Luthor

Mid Assignment on Pran RFL Group

Submitted by:

Name ID Serial number:

Teertha Talukder 1521793030 02
Md. Asif Hossain 1620455630 03
Asif Ahmed 1621117030 04
Nourin Tabassum 1812277630 15
Md. Arman Kabir Mahid 1831083630 24

Submitted to:
Mr. Mahtab Muntazeri (Mbt)
Lecturer, Department of Marketing and International Business

North South University

Date of submission: 8th December 10, 2021
Introduction:

Programmed for Rural Advancement Nationally, in short “PRAN” is unanimously the most
popular Global brand of Bangladesh both for food and household items. Since its inception in
1981, PRAN as pioneer in Bangladesh has produced agro based food products ensuring quality
and hygiene by contract farming from the local farmers. Moreover, by exporting food items,
PRAN is largely contributing to the economic progress of Bangladesh.

PRAN is the significant rancher and processor of leafy foods. Their contracted cultivators
harvest various foods of the highest caliber maintaining international standard as demanded by
the company. Hence, 40 years of Experience coupled with large economy growth, availability of
raw materials, and worldwide distribution network have provided PRAN the pinnacle of success.

MISSION STATEMENT:
VISION:

Improving Livelihood.
PRAN Food's principal source of raw food material is contract farming. It significantly
contributes to an economic improvement of
rural livelihood using employment generation and overall improvement of the condition of the
rural localities.

 
MISSION:

Cursed be poverty and hunger. Pran aims to create employment and gain dignity and self-respect
for our compatriots through profitable initiatives.

AIM:

Their objective is to generate jobs and gain dignity and self-respect for our employees through
profitable companies.

CORE VALUES:
PRAN - RFL believes in offering quality considering the needs and expectations of customers.
The company aims to continually innovate and improve customers and maintain fairness and
transparency in all areas.
The Corporate values for PRAN - RFL are

 Consumer care

 Supplier care

 Employee care

 Trade care.

Goal:

 Quality maintenance and improvement.

 Satisfied customers.

 Retain existing customers and regain customer loyalty.

 Gain a competitive advantage over all competitors.

 Double sales and increase production capacity every 7-8 years.

BUSINESS PORTFOLIO:

PRAN follows both cost leadership and differentiation strategy to accomplish the following:

 To be the lowest cost producer as the customers are price sensitive and earn higher unit
profits.
 Their business strategy is determined by their Cost reduction.
 Targets economy pricing markets worldwide and achieve competitive advantages.

It has a few sorts of nourishment industries all over the country. PRAN foods is a portion of

PRAN group. Excluding PRAN foods, PRAN Group has also-

1. Agricultural Marketing Company Limited.

Established: 1985, Public listed Company,

Processors of drinks, fruit juices, jam, fruit and vegetables etc. 

2. Property Development Limited.
Established: 1983 Public listed Company,

Builders of apartments, commercial development, etc. 

3. PRAN Foods Limited.
Established: 1996 Public listed Company, 

Producers of spices, bubble gum, candy, etc.

4. PRAN Agro Limited. 

Established: 2001, Private Limited Company,

Processors of agro-based products. 

5. PRAN Dairy Limited.
Established: 2002, Private limited Company,

Processors of fresh milk, dairy products, etc. (Masud

Perveg, An overview of Pran company, Academia) 

Product Line of PRAN:

The Boston Consulting Group Approach (BCG): growth share matrix:

Analyzing the current business portfolio of PRAN:

The Boston Consulting Group Approach (BCG): growth share matrix:
Analyzing the current business portfolio of PRAN:

Relative Market Share

High High Low
Star Question Marks
• Pran Juices • Candy
• Mineral Water • Litchi drink
• Snacks (pallet, fried) • Spices
• Ketchup • Anarchy mango bar
• Jam and Jelly • Bakery
• Lachcha Shemai • Frozen Food
• Dal
• Chips

Market
Cash Cows Dog
Growth
• Pran milk • Energy Drink
Rate
• Pickle • Noodles
• Fruit drink • Milk powder
• Pran up • Mustard oil
• Honey
• Canton Soup
• Pran Lassi

Low

Star: Star is the high profitable products for PRAN because,

These products have high growth rate also high relative market shares.
Cash cow: Cash cow PRAN products have high market shares but low growth.
Question Mark: Question mark PRAN products have low market shares and high growth.
Dogs: Dogs PRAN products market shares and growth rate both are low.
MICRO and MACRO ENVIRONMENT:
Microenvironment:

The microenvironment includes almost every component around the organization that exerts a
solid or adverse effect on buyers' ability to motivate and engage with them.
PRAN's support for the microenvironment encompasses five segments.
 The first is the several divisions of the internal state of the association and the level of
management, as it affects the primary leadership of advertising management.
 The second part includes advertising channel companies that coordinate to create respect:
providers and showcases (brokers, physical dispersal agencies, publicity management
agencies, budget intermediaries).
 The third section covers five types of business areas where associations can offer: buyers,
manufacturers, affiliates, governments, and the global market.
 The fourth category includes competitors facing the association, such as ACME.
 The fifth section contains openings that have the real motivation or potential or affect the
association's ability to meet its goals: finance, media, government, residential activity,
and the immediate, general, and internal public.

Macro environment:

Most of the options operate on a larger scale in a larger state of power, which gives shape to the
opening and brings danger to the organization. Large-sized conditions usually split due to
testing. This investigation is often referred to as a PESTLE test. 
These factors are,
PESTLE Factors Description

 Government regulation is not easy for import its raw materials or export or
distribute Pran Rfl’s produced goods in time.
Political  Higher taxes and import duty. Which obstacles the brand to expand their market.
 Pran is unable to collect raw materials nor distribute the produced goods
 Faces the scarcity of transportation availability.
 Company loses the reputation.

 The
 organization faces problem with the money exchange rate
Economic  The
 organization faces problem with the money exchange rate
 The
 organization faces problem with the money exchange rate

 Pran Rfl faces problem with the money exchange rate.

 buying power of the
 consumers
 Economic situation impacts on the buying power of the consumers.
 Economic stability will attract the foreign and domestic investors and Pran-Rfl
group can expand their product.

Social  Pran-Rfl is a well-known brand in the market.

 Pran-Rfl follows the social changes.
 Follows the new trends and go with the trends.
 Lifestyle trends change is the opportunity for the Pran-Rfl products.

 Pran Rfl has more focus on lowering the production cost. Which will help to
increase the profit and decrease the expenditure.
Technological  Pran Rfl uses automation technology.
 the technological support by the government has an important impact. More
production helps to satisfy more customer needs.

 Use the Recycled packaging system to reduce the cost and help to maintain the
green environment.
Legal  Antitrust and Environmental protection laws is a threat to the brand
 One countries law and the legal system are very much influencing any business. If
the law and the acts are company friendly, it is very much easy for the companies to
run well.
  Global warming and climate change could be a threat to the brand. As the raw
material depends entirely on the climate.
Environmental  Waste disposal management is the great opportunity and the Pran brand can use
the waste to generate some income.
 Pran Rfl is following different laws and acts to keep the environment harmless.

INTERNAL ENVIRONMENT:

Firm’s strategy:
RBV Approach
 Cost leadership strategy
 Defensive pricing strategy
 Attractive features of products
 Continues market research
 Standardize products

Core competencies:

 Effective HRM management

 Strong infrastructure Resource gap analysis:

 High sells and effective marketing  Price disadvantages

 Well-known brand  Short life cycle of products
 Effective distribution system  Lack of modern training facilities

Capabilities:

 Unique product design

 Whole country wide distribution
 Effective promotional activities
 Satisfying customer services
 e-Business
 Resources:

 Good access to raw material

 Brand image
COMPETITIVE ADVANTAGE:
 Skilled employees
 Trade marks
Major competitors:
 Innovative ideas
 ACI Foods and beverage
 Square food and beverage
 Square food and beverage

V-R-I framework:

Advantages Value Rare Imitable Competitive

Implications

Brand Image Yes Yes Yes Sustainable

competitive
advantage
HRM Yes Yes No Temporary
Management competitive
advantage
Exporting Yes No No Competitive
parity

Distribution Yes Yes No Temporary

System competitive
advantage
Big Market Share Yes Yes Yes Sustainable
competitive
advantage
STRATEGICAL ALTERNATIVES:

Pran reliably endeavors to arrange their thing through picture detachment, in light of the fact that
associated marketing, and thing division.

Logo & its first moving advantage: Pran uses logo and short business so people can
continually see the progress so what will fuse an irrefutable, express, and positive spot in the
mind of the client relative with competitors' thing. A differentiation justifies moving toward the
degree that it satisfies the going with measures. Subsequently, PRAN had the primary mover's
advantage which they are at this point appreciating till now.

Procedure and Quality: To bring a product in a market will allow customers to have an
alternative experience to taste Pran foods. As the consumers cannot treat the various soft drinks
the same way, Pran differentiate products for great quality in the food market. General costs
incorporate lease, gas and power, work calls, pressure and transportation supplies, travel and
transportation costs, cleaning, protection, office supplies, transportation costs, monetary
commitments, fix and support.

Costs & environments: The exactness of costs relies upon a nitty gritty absolute evaluation for
all expense gatherings. Pran used to list all the overheads, and break down the large-scale total
by the number of jobs per month. Pran then primarily use existing dealers to deliver new Pran
products; Creating new chains and selecting some wholesalers can expand Pran products to the
nationwide.

Value proposition: Pran creates a value delivery network for customers. The best promotions
are through the most famous TV channels in the country: BTV, NTV, Channel I, ATN Bangla
and RTV. Also uses signs and flyers and run a game to promote this item. Pran also uses
customer review and experience to take care of them.
SWOT Analysis

Strengths: Weaknesses:
 One of the main food producing and  Not that a lot nicely worthwhile
meals exporting business enterprise in organization now.
Bangladesh.  Too a lot fluctuated organization.
 Well regarded and properly fed on  Makes the organization volatile for the
product in Bangladesh buyers to invest.
 Have produced extra than 2000  Prefer brief time period mortgage
verities of merchandise. however it growth the hobby
 Export their merchandise extra than a expenditure.
hundred and forty countries.  Profitability is in downward role their
 Large product chain. meals turn out to be a brand.
 Strong distribution channel.
 Have personal factory, dairy and
manufacture.

Opportunities: Threats:
 PRAN can attempt to boom their  Aggressive competitors may be one of
meals fine greater for productivity
growth.
 Have sturdy logo in India too, so, big
possibility to boom logo photo all
around the world.
 PRAN institution is in a sturdy role in
phrases of distribution channel than
that of its competitor.
the threats with inside the manner of
being marketplace chief and
preserving their position.
 Not privy to growing a branding
photograph in their merchandise.
 Availability of overseas merchandise
in constantly hampers the commercial
enterprise of neighborhood company.
POTENTIAL TARGET MARKET:

Since PRAN products maintain high quality along with the lowest price tag in the market
therefore, school going students and preteens have a high consume rate. Main target market of
PRAN is adolescents and young generations.

In addition to that, people of different age group and income range are also their target market as
they follow the differentiated market strategy. Different product categories like confectionary
and snacks are targeted for preteens, juice and beverages target the adolescents and young
generations. Moreover, culinary items, biscuit and bakery, dairy items and frozen foods are
produced to target the mass people of Bangladesh. Besides, PRAN is also targeting the global
markets where people are price sensitive like India, Africa etc.

RECOMMENDATIONS:
 Corporate Social Responsibilities- Pran-rfl should focus on the societal impact and
benefits. The society tends to have a huge demand form this organization where else Pran
is much slower in this sector. So, they should focus on Corporate Social
Responsibility activities.
 Product Development- Having historical name, Pran should focus on product
development and product diversification so that the consumers become the advocates of
their company.
 HRM Issues- Pran needs to fix up the Human Resource Management issues. Having
severe management problems because still they believe in the typical hierarchy and
protocol for that reason employees feel demotivated and less empowered.
References:

1. Marketing plan in PRAN - Assignment Point. (n.d.). Assingmentpont. Retrieved

December 6, 2021, from https://www.assignmentpoint.com/business/marketing-

business/marketing-plan-in-pran.html

2. Micro and macro environment. - google Zoeken. (n.d.). Micro+and+macro+environment.

Retrieved December 6, 2021, from https://www.google.com/search?

q=Micro+and+macro+environment.&source=lnms&tbm=isch&sa=X&ved=2ahUKEwj3r

4mnms70AhVaSGwGHRbaD1UQ_AUoAXoECAMQAw&biw=1366&bih=625&dpr=1

#imgrc=E1lq60prYBFSyM

3. Mission & Vision. (2021, March 29). PRAN Foods Ltd.

https://www.pranfoods.net/about/mission-vision

4. PRAN in Society. (2021, March 29). PRAN Foods Ltd. Retrieved December 6, 2021,

from https://www.pranfoods.net/about/pran-society

5. https://www.academia.edu/30228133/An_overview_of_Pran_company_Bangladesh
6. https://www.pranfoods.net/our-brands
7. jagonews24.com, K. M. Z. H. (n.d.). 'product quality and environmental issues utmost
priority'. jagonews24.com. Retrieved December 7, 2021, from
https://www.jagonews24.com/en/business/news/45715.