Bangabandhu Sheikh Mujibur Rahman

Science & Technology University,

Gopalganj-8100.

Industrial Report on
“S. Alam Refined Sugar Industries Ltd.”

Course Title: Industrial Tour & Report Presentation.

Course Code: MKT450.

Submitted By, Submitted To,

Shuvo Sikder Imran Hossain
ID: 16MKT040 Assistant Professor,
Year: 4th Semester: 2nd Department of Marketing,

Department of Marketing, Faculty of Business

Studies,
Faculty of Business
Studies, BSMRSTU.

BSMRSTU.

Date of Submission: 07th December, 2021.

 Letter of Submission

07th December, 2021

To
Imran Hossain
Assistant Professor,
Department of Marketing,
Bangabandhu Sheikh Mujibur Rahman Science & Technology University Gopalganj-8100.

Subject: Submission letter of an Industrial Report on “S. Alam Refined Sugar Industries Ltd”.

Dear Sir,
It is my great pleasure to submit the industrial report titled “S. Alam Refined Sugar Industries
Ltd” under the course “Industrial Tour & Report Presentation (MKT450)” that is assigned by
you to me as a partial requirement of our course. I am thankful to you for allowing me the
opportunity to do the formal report on this topic. The paper has been completed by the knowledge
that I have gathered from the course, internet and discussion on this topic from class. I am thankful
to all those persons who provided me important information and gave me valuable advices.
Finally, I am truly grateful to you for giving me this nice opportunity to work on this assignment,
which I have considered as a great chance for me to develop my basic concepts about this course.
Although I have tried my best, certain mistakes and inconveniences may reside and for this I seek
pardon and hope that you will accept my apologies.

Yours most obediently,

Shuvo Sikder
ID: 16MKT040
Year: 4th
Semester: 2nd
Session: 2016-2017
Department of Marketing,
Bangabandhu Sheikh Mujibur Rahman Science & Technology University Gopalganj-8100.
 Executive Summary
This report paper is made as it is the topic of report paper in Bachelors of Business Administration.
This report assist to know detail about S. Alam Refined Sugar Industries Ltd.

In this project paper has different stage. The first stage is about history of company profile. Second
stage is about product line. Third stage is about sugar status of S. Alam Refined Sugar Industries
Ltd. Fourth stage is about different sugar product of S. Alam Refined Sugar Industries Ltd. Fifth
stage is about market share of S. Alam Refined Sugar Industries Ltd. Sixth stage is about backward
linkage of S. Alam Refined Sugar Industries Ltd. Seventh stage is about forward linkage of S.
Alam Refined Sugar Industries Ltd. Eighth stage is about their product, price, place, promotion,
marketing program and finally there have some recommendations for the company.
Table of Contents

Introduction ........................................................................................................................................... 1
1. History of S. Alam Group .................................................................................................................. 2
1.1 Company Profile of S. Alam Group ............................................................................................ 2
1.2 Company Profile of S. Alam Refined Sugar Industries Ltd. ...................................................... 2
1.3 Mission & Vision of S. Alam Group ............................................................................................ 3
1.3.1 Mission................................................................................................................................... 3
1.3.2 Vision ..................................................................................................................................... 4
1.4 Corporate Social Responsibilities ................................................................................................ 4
1.5 Environment Care ....................................................................................................................... 5
1.6 Board of Director ......................................................................................................................... 5
1.7 Location of Operation .................................................................................................................. 6
2. Different Product Line ...................................................................................................................... 7
2.1 Steel Sector ................................................................................................................................... 7
2.2 Cement Sector .............................................................................................................................. 7
2.3 Polypropylene Manufacturing ..................................................................................................... 7
2.4 Food & Allied Products ............................................................................................................... 7
2.5 Power & Energy ........................................................................................................................... 7
2.6 Trading Sector ............................................................................................................................. 7
2.7 Real Estate & Properties Business .............................................................................................. 7
2.8 Textile Accessories & Apparel ..................................................................................................... 8
 2.9 Electronic Media & Tele Comunication ...................................................................................... 8
2.10 Banking Sector ........................................................................................................................... 8
2.11 Transportation ........................................................................................................................... 8
3. Sugar Industry Status in Bangladesh ................................................................................................ 9
4. Different Sugar Types of S. Alam Refined Sugar Industries Limited............................................ 12
5. Market Share of Sugar Industry in Bangladesh (2018) .................................................................. 13
6. Backward Linkage ........................................................................................................................... 13
7. Forward Linkage ............................................................................................................................. 14
8. Product............................................................................................................................................. 14
9. Price ................................................................................................................................................. 14
10. Place ............................................................................................................................................... 14
11. Promotion ...................................................................................................................................... 15
12. Marketing Program ....................................................................................................................... 15
Summary of the Company .................................................................................................................. 15
 Introduction

S. Alam Group remains determined to achieve leadership in the country’s Industrial and
Commercial concerns playing into and be known as a premier business group committed to grow
with changing face of time. Our philosophy is to attain and establish market leadership by bringing
change in products content that meet real customers’ need & self-reliance and to create an
organizational culture based on trust, team effort, innovation and creativity.
We have faith in our mission, values, ethics and very hard work to attain higher productivity,
diversification and growth in areas beneficial to all and our motto is self-reliance for Company,
Community and Country. Due to market globalization with rapid changes in the technology,
implementation of modern technology always plays in business competitiveness and proper
technology management in combination with a good production strategy is important to address
current challenges. Most of the industries of S. Alam Group implemented modern technology.
With its commitment to environment care, S. Alam Group has taken substantial steps at its all
manufacturing plants for the environment Protection. We always follow and comply with our
entire industrial projects about the gradation of environment compliance, the World Bank, Asian
Development Bank Environment policies for Bangladesh.

S. Alam Group believes is a professionally managed responsive organization supported by an

experienced team of qualified finance and technical executives. While continuing ending quest for
excellence, our all service & manufacturing units are set up with equipment’s & technologies from
globally renowned suppliers. S. Alam Group is working always for the Country’s industrial
development and will continue their best effort for economic growth of the country.

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1. History of S. Alam Group
S Alam Group, one of the biggest industrial conglomerates in Bangladesh. S. Alam Group has
been devoted to self-reliance for the firm, community, and nation for over 28 years, reaching out
to the people of Bangladesh with high-quality products and services. Its products, such as C.I
Sheets, Color Coated Iron Sheets, Cement, Vegetable Oil, C.R Coil, Soya Seed Extraction, Public
Transportation, Gas Refueling Stations, P.P Woven Bags, Shrimp Hatchery, Refined Sugar, Agro
farms, Natural Gas, Heavy Oil, Furnace Oil, and other based power generation plant, Real Estate,
Hotel & Resorts, Import and Trading of commercial items, storage service of crude.

1.1 Company Profile of S. Alam Group

Type: Private
Industry Conglomerate
Founder Mohammad Saiful Alam Masud Chowdhury (Chairman)
Headquarters 2119, Asadgonj, Bangladesh., Chittagong, Bangladesh
Key people Muhammad Saiful Alam Masud Chowdhury
Food & allied products, cement, steel, power & energy,
Products transportation, shipping, manufacturing, properties, agro, trading
Total equity 140 billion BDT (2 billion USD)
Number of 7,000
employees

1.2 Company Profile of S. Alam Refined Sugar Industries Ltd.

Name of the Product: Refined Sugar

Location Karnafully, Chittagong
900 M. Ton per day (Unit-1)
Capacity of the Plant 1,600 M. Ton per day (Unit-2)
Source of raw material Brazil, Argentina and Thailand
Technology Thailand & France
The product is directly consumed by the human and beyond
Prospect/Consumers/User of that it is also used to most of the food and medicine
industries.

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S. Alam Organization is devoted to achieving leadership in the country's industrial and commercial
challenges, as well as being recognized as a prominent corporate group committed to evolving
with the passage of time. Their philosophy is to achieve and maintain market leadership by
introducing changes in product content that match genuine consumers' needs and self-reliance, as
well as by fostering an organizational culture that values trust, teamwork, innovation, and
creativity.
Their slogan is "self-reliance for the company, community, and country," and they are committed
to achieving improved productivity, diversification, and growth in areas that benefit everyone via
our purpose, values, ethics, and hard work. Modern technology is always a factor in business
competitiveness, thanks to market globalization and rapid technological change, and proper
technology management, in combination with a good production strategy, is critical to meet current
challenges. The majority of the industries in the S. Alam Group have adopted modern technology.
Banking, leasing, insurance, stock brokerage firms, and merchant banking are all areas in which
the S. Alam Group invests. This category includes industries such as food and related goods, steel,
banking, consumer products, sugar, cement, power, energy, transportation, shipping,
manufacturing, hospitality, financial institutions, agriculture, trading, oil, and gas.

The S. Alam Group is a market leader in every industry in which it operates. The company's annual
revenue exceeds BDT172.23 billion (USD 2.21 Billion). Its fixed assets would amount BDT.
222.57 billion After commissioning the ongoing projects (USD 2.85 Billion). The firm employs
around 7000 workers.

1.3 Mission & Vision of S. Alam Group

1.3.1 Mission
 Quality: Quality is importance and a sign of respect to our clients. We are
uncompromising with the quality of our products and service to provide our clients.
 Focus on Customer: Our customers are the pillars of our business and customer
satisfaction is our top priority. We strive to understand the needs and activities of our
clients in order to supply them the best and cost-effective products.
 Create Job Opportunity and Make the Employees Efficient: In the group directly
employed 7,000 peoples including academically and professionally brilliant as well as
experienced personal, the team are working under them. By the process of in job
training the group always growing efficient skilled employees.
 Create Opportunities for The Staff: We provide a positive work environment for our
employees. We promote success and develop leadership, so they may share their
success in creation of value for our customer.

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  Value To the Employees: While operating business activities in the Developing
country, irrespective its operation cycle and segment wise operation success always
value its all of the employees by paying attractive salaries, festival bonus and other
recreation and medical facilities in job and pay retirement and termination benefits to
the employees by a define benefit plan.

 Create Value for The Society: We have always been active assuming our social
responsibilities in development and striving to become a prestigious social citizen by
creating a healthy, safe and environment-friendly environment.

 Innovative: It is very important for us to offer innovative products to meet market

place.
 Industrial Development and Employment Opportunity in The Country: Always
we take an opportune decision for innovation products by industrial development and
create employment opportunity.

 Foreign Currency Savings: We also keep our eyes to save foreign currency and
reserve the same.

1.3.2 Vision
 S. Alom group’s vision is to attain and establish market leadership by bringing
change in products content that meet real customers’ need & self-reliance and to
create an organizational culture based on trust, team effort, innovation and
creativity.

1.4 Corporate Social Responsibilities

Their attention to Corporate Social Responsibilities (CSR)
S. Alam Group’s name is widely spread in Bangladesh and specially region wise about the
activities in Corporate Social Responsibilities (CSR) on human rights, corporate governance,
health and safety, environmental effects, working conditions and contribution to education,
economic development. S. Alam Group contributes to sustainable development by delivering
economic, social and environmental benefits for all stakeholders, employees and the country. To
enhance the knowledge and application of Corporate Social Responsibilities (CSR) and innovative
leadership within the industrial sector, S. Alam Group promoted to:
 Educational development by developing s. Alam collegiate school &
college.
 Socio-economic development.
 Environmental protection.
 International compliance.
 Equal participation of employee in lower to top level positions.

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1.5 Environment Care
With its commitment to environment care, S. Alam Group has set up at its all manufacturing
plants for the environment Protection. We always follow and comply with our entire industrial
projects about.
 Environment conservation Rules 1997 of Bangladesh
 World Bank Guidelines
 Occupational Health and Safety Guidelines
 Community Health and Safety Guidelines
 Construction and Decommissioning Guidelines
 Department of Environment (DOE) requirements

1.6 Board of Director

Mr. Mohammed Saiful

Alam
Chairman & Managing
Director

Mr. Abdus Samad Engr. Shahidul Alam Ms. Farzana Parveen

Vice Chairman & Director (Technical) Director
Director (Finance)

Md. Abu Taleb Mr. Rashedul Alam Mr. Osman Ghani

Director (Marketing) Director Director (Transport

(Administration) Division)

Mr. Mohammed Mr. Ahsanul Alam Ms. Sharmin Fatema

Abdullah Hasan
Director Director
Director (Commercial)

Ms. Shahana Ferdous Ms. Farzana Begum Ms. Marzina Sharmin

Director Director Director

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1.7 Location of Operation

S. Alam Group Corporate Office Liaison Office

S. Alam Bhaban
2119, Asadgonj, Chittagong,
Bangladesh.
Tel : +880-31-636649, 636997
Fax : +880-31-2869283
e-mail : sag@s.alamgroupbd.com
Haji Abdul Awal Mansion (2’nd Floor)
21’ Haji Abdur Rashid Lane,
Noyabazar,
Dhaka, Bangladesh

Industrial And Agro Projects Are

Located

 Charpatherghata, Karnafully,
Chittagong, Bangladesh.
 Kalarpool Shikalbaha, Patiya, Dhaka Office
Chittagong, Bangladesh. 96, French Road, Bangshal, Dhaka,
 Isanagar, Karnafully, Chittagong, Bangladesh
Bangladesh.
 Paschim Gandamara & Alokdia,
Banshkhali, Chittagong.
 Sonarpara, Jalia Palong, Ukhiya,
Cox’sbazar, Bangladesh.
 Fatehabad, Chittagong,
Bangladesh.

COAL POWER OFFICE

SS Power I Ltd.
Unique Heights (19th Floor),
117, Kazi Nazrul Islam Avenue,
Kakrail, Ramna, Dhaka

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2. Different Product Line
2.1 Steel Sector
 S. Alam Steels Ltd.
 S. Alam Cold Rolled Steels Ltd.
 S. Alam Cold Rolled Steels Limited (Nof)
 Galco Steels (Bangladesh) Limited.
 Chemon Ispat Limited

2.2 Cement Sector

 S. Alam Cement Limited
 Portman Cements Limited

2.3 Polypropylene Manufacturing

 S. Alam Bag Manufacturing Mills Ltd.

2.4 Food & Allied Products

 S. Alam Vegetable Oil Limited
 S. Alam Super Edible Oil Limited
 S. Alam Soyaseed Extraction Plant Ltd.
 S. Alam Refined Sugar Industries Ltd. (Unit 1 & 2)

2.5 Power & Energy

 S. Alam Power Plant Limited (Unit 1 & 2)
 S. Alam Power Generation Limited
 Ss Power I Limited
 Karnaphuli Prakritik Gas Co. Limited
 Shah Amanat Prakritik Gas Co. Limited
 Norinco Engineering Limited

2.6 Trading Sector

 S. Alam & Company
 S. Alam Trading Company (Pvt.) Ltd.
 S. Alam Brothers Limited
 Sonali Traders
 Global Trading Corporation Ltd.

2.7 Real Estate & Properties Business

 S. Alam Properties Limited
 Sonali Cargo Logistics (Pvt.) Limited
 Hasan Abasan (Pvt.) Limited
 Modern Properties Limited
 Ocean Resorts Limited

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  Prasad Paradise Resorts Ltd.
 Marine Empire Limited

2.8 Textile Accessories & Apparel

 Genesis Textiles Accessories & Apparels Ltd.
Textile, Accessories, Apparels, Land & Real Estate Business
 C&A Fabrics Ltd. Readymade Garments And Textile Business
C&A Accessories Ltd.
 Garments Accessories
Western Designers Ltd.
 Designing Of Different Readymade Garments

2.9 Electronic Media & Tele Comunication

 Ekushey Television Ltd.
 Rangdhanu Media Limited
 First Communications Ltd

2.10 Banking Sector

2.11 Transportation
 S. Alam Luxury Chair Coach Services

 Bering Sea Lines

 Evergreen Shipping Limited

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3. Sugar Industry Status in Bangladesh
The overall activities of Bangladesh Sugar and Food Industries Corporation (BSFIC) are
described below:
Bangladesh's sugar industry makes a considerable contribution to the country's economy, both in
terms of production and employment generation. Bangladesh can currently meet around 5% of its
annual sugar demand through domestic production. BSFIC, with a capacity of 2.1 lakh tons of
sugar per year, aids the government in maintaining stable sugar prices. Along with sugar
production, BSFIC is developing and implementing whole-of-society diversification,
industrialization, technological advancement, and socio-economic development strategies.
Bangladesh Sugar and Food Industries Corporation (BSFIC) owns and manages 19095.15 acres
of property under the administrative control of the Ministry of Industries, which includes 15 sugar
mills, one molasses-based distillery facility, and one engineering unit.
The BSFIC was founded in 1976. The majority of sugar mills have reached the end of their
economic lives. To maintain industrialization, Bangladesh Sugar & Food Industries (BSFIC) is
gradually implementing development projects such as balancing, modernization, and replacement
(BMR) in sugar mills, product diversification projects such as by-product-based fertilizer plants
and electricity production through co-generation, sugar refinery construction, and effluent
treatment plant construction (ETP).

Inclusion of 5Ps (People, Planet, Prosperity, Peace & Partnership):

The sugar business employs almost 50 million people. BSFIC is committed to ensuring the safety
of its employees, day laborers, and sugarcane growers.
BSFIC has implemented adequate steps to discharge its industrial liquid and gaseous waste in order
to safeguard the environment from deterioration, including installing ETP in all sugar mills, green
farming on accessible land, and discharging contaminated gas above the breathing threshold. It
also conserves resources by recycling byproducts, repurposing solid waste, and cutting costs.

People who work in this business have access to educational opportunities and medical care, as
each sugar mill has its own school and hospital center. Sugarcane producers also benefit from
digital tools like as mobile banking, sure cash, e-purji, e-gazette, and a loan management system
for cane growers. BSFIC is especially concerned about the issue of human rights for its employees,
as a huge number of individuals are employed there.

Efforts for raising lower income people:

The sugar business employs almost 50 million people directly and indirectly. Sugarcane growers
and day-to-day laborers are mostly reliant on the sugar industry for their livelihood. Through the
cane farmers' loan management system, BSFIC provides various types of agricultural equipment
and support to sugarcane growers. The government paid 9 crore 30 lakh taka as a subsidy to

Page | 9
sugarcane farmers in the sugarcane growing industry through Bangladesh Sugar and Food
Industries Corporation in the fiscal year 2017-18 to improve sugarcane production.

Role of Industrialization on principle of ‘Whole of the Society Approach’ and Whole of

Government Approach’:
BSFIC is taking and implementing projects, programs and activities in align with the
multistakeholder partnership. A large number of female and male employees and sugarcane
growers are associated with sugar industry. BSFIC is trying to implement the SDG agendas for the
benefit of all stakeholders. Furthermore, associate activities performed with diverse ministries,
organizations and department such as: Ministry of Finance, Ministry of Commerce, Ministry of
Agriculture (BSRI, BADC), Ministry of Power, Energy and Mineral Resources, Ministry of
Planning, Ministry of Land, Ministry of Environment, Forest and Climate Change, LGED and
BCIC.
Some of the country sugar mills and their conditions are given below:

i. S. Alam Refined Sugar Industries Limited

S. Alam Refined Sugar Industries Limited is a heavy industry company located in
Chittagong district of Bangladesh. It is one of the leading sugar refining companies in
Bangladesh
 Location
The industrial complex is located on the banks of the river Karnafuli in the Chittagong
district of southeastern Bangladesh.
 History
The industry was established in 2004; another unit was added in November 2011;
 Infrastructure
This massive industrial complex consists of sugar refineries, waste treatment plants, offices
and housing estates.
 Production capacity
This mill is imported from imported raw sugar daily at Rs 2,800 crore. Tons and is capable
of producing 840,000 metric tons of refined sugar annually.
 Manufactured products
S Alam Refined Sugar Industries imports unrefined sugar from abroad and markets it by
refining and packaging and meeting 10% of the local demand alone.

ii. Kushtia Sugar Mill Limited:

 Kushtia Sugar Mill Limited is a heavy industrial company located in Kushtia district of
Bangladesh. It is one of the major sugar mills in Bangladesh.

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  Infrastructure
This large-scale industrial complex is made up of sugar factories, commercial farms and
organic farms, and office and housing buildings. There are two warehouses with a capacity
of 7500 metric tons each for storing sugar.
 Production capacity
The mill has a daily crushing capacity of 1524 metric tons and a production capacity of
15000 metric tons.
 Manufactured products
 Sugar
 Chitagur
 Bagas
 Pressmade

iii. Keru & Company Bangladesh Limited

Keru & Company Bangladesh Limited is a heavy industrial company located in Chuadanga
district of Bangladesh. It is one of the major sugar mills in Bangladesh. However, alcohol
is produced from this factory as a by-product.

 Infrastructure
This massive industrial complex consists of sugar factories, distillery water, commercial
farms and organic farms. Its land area is 3 thousand 572 acres. Of which 2,450 acres of
agricultural land. Sugarcane is cultivated in these agricultural lands.
 Production capacity
 At the time of its establishment, Keru & Co. (Bangladesh) Ltd. had a daily sugarcane
threshing capacity of 1016 metric tons. After nationalization, its daily sugarcane threshing
capacity increased to 1150 metric tons and sugar production capacity increased to 1150
metric tons per fiscal year in 1978-75 with the help of Australian technical assistance.
 Manufactured products
The main product here is sugar produced from sugarcane. However, after extracting sugar
from sugarcane, various products are also produced from the by-products (Chitagur, Bagas
and Pressmade) which are available. Among the products produced from the by-products
are domestic liquor, foreign liquor, vinegar, spirits and organic fertilizers and newly
manufactured products hand sanitizers.
 Of the 15 sugar mills in Bangladesh, Keru & Company is the only one that does not have
to count losses. Almost all of its profits come from the distillery unit here. The company
has been earning Tk 80 crore for five consecutive years.

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 iv. Joypurhat Sugar Mills Limited
Joypurhat Sugar Mills Limitedis a heavy industrial enterprise located in Joypurhat district
of Bangladesh. In terms of size, it is the largest sugar mill in Bangladesh
 Infrastructure
This large-scale industrial complex is made up of sugar factories, commercial farms and
organic farms, and office and housing buildings.
 Production capacity 12500M / Ton
 Manufactured products
 Sugar
 Chittagong,
 Bagas
 Pressmade.

4. Different Sugar Types of S. Alam Refined Sugar Industries Limited

Sugars are classified in a number of ways including crystal size (granulated, powdered, or
superfine) and color (white or brown). Sugars of various crystal sizes provide unique functional
characteristics that make the sugar suitable for different foods and beverages.
Raw sugar is derived from sugar canes and looks a little brown at first because of the molasses.
Sugar manufacturers will remove the molasses by bleaching and this is where white sugar is
formed. White sugar can still go back to the brown version by adding molasses to it. The biggest
difference in these two sugars is the taste. Since brown has molasses, you can actually taste it in
this type of sugar. It is also richer and sweeter with a moist and chunky texture, while white sugar
is grainy and dry.
Brown sugar: Brown sugar is a sucrose sugar product with a distinctive brown color due to the
presence of molasses. It is either an unrefined or partially refined soft sugar consisting of sugar
crystals with some residual molasses content, or it is produced by the addition of molasses to
refined white sugar.
White sugar: White sugar is the crystallized sucrose extracted from either sugarcane or sugar
beets. After harvesting the sugarcane or sugar beets, the juice is extracted and boiled down to
remove moisture. As the moisture diminishes, the natural sucrose in the juice begins to crystallize.

In Bangladesh Both White and brown both sugar is available in market. S. Alam Refined Sugar
Industries Limited refine both types of sugar. Both of the sugar has equal market demand.

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5. Market Share of Sugar Industry in Bangladesh (2018)

City Sugar Industries Ltd.

8%
10%
Abdul Monem Sugar Refinery Ltd.

46% S Alam Refined Sugar Industries

16% Ltd
Deshbundhu Sugar Mills Ltd.

20% United Sugar Mills Ltd.(Meghna)

6. Backward Linkage
The relationship between an industry or institution and its supply chain is defined by backward
linkages. Backward linkage means the use of one firm or industry to produce input from another
firm or industry. S. Alam Refined Sugar Industries Limited rely on backward linkage to produce
products. Here they import raw sugar from Brazil, Argentina and Thailand. The finished sugar
relies on some steps. First, they import raw sugar from others countries then store these raw
materials in their own warehouse. Third, they refine the raw sugar in their factory where the
technology is outsourced from Thailand & France. These shows that the steps are essential for
backward linkage integration.

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7. Forward Linkage
The interconnection of an Industry to other Industries to which it sells its Outputs. An Industry has
significant forward linkages when a substantial amount of its Output is used by other Industries as
Intermediate Inputs to their production. S. Alam Refined Sugar Industries Limited sell their
products directly to dealers & distributors and those dealers & distributors do the further activities.

8. Product
S. Alam Refined Sugar Industries Limited refine and produce both white and brown sugar. They
import Brown raw sugar from Brazil and Thailand and white raw sugar from Argentina and India.

 Quality of the Product: S. Alam Refined Sugar Industries ensure best quality
according to the standard set of quality parameters. Before going production, they
collect sample from exporter and they tasted the product in three times before
delivery. They ensure polarization, color measurement, ash, moisture, crystal size
and uniformity, filterability in their sugar
.
 Consumers of the product: The product is directly consumed by the human and
beyond of that it is also used to most of the food and medicine industries.

9. Price
In Bangladesh the whole sugar industry is regulated by Bangladesh Sugar & Food Industries
Corporation-BSFIC. BSFIC control and fixed the retail price of sugar. S. Alam set the wholesale
price based on mixer of production cost and market price.

10. Place
When we visited their factory, one of the executives told them that most of their sugar was sold to
Chittagong Region. About eighty to ninety percent of the sugar is sold in Chittagong region and
rest of the sugar are sold in all over Bangladesh. The dealers who purchase sugar from their
industry, are most of them from Chittagong region. Some dealers use their own vehicle to take
delivery of the product along with S. Alam use their own transportation to deliver the product.

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11. Promotion
As their main target customer are Dealers so they mainly focus on dealer promotion. They provide
dealers promotions like incentives on investment of certain amount, free transportation on
purchasing a certain amount set up by S. Alam.
Pull vs Push: They do not do any promotion centering on the customer. All their promotions are
centered on the dealer and the dealers promote to the customer later so they do push promotion
instead of pull promotion.

12. Marketing Program

Some of the marketing programs taken by S. Alam Refined Sugar Industries Limited:
A. Trade Promotion Program: According to an executive word, S. Alam Refined Sugar
Industries Limited arranges trade marketing program for dealers.
B. Providing Product on Credit: S. Alam Refined Sugar Industries Limited sometimes
providing credit facility to their dealers based on dealers’ reputation.
C. Free Shipping: S. Alam Refined Sugar Industries Limited providing free shipping facitity
to those sellers who have purchased large number of products.

Summary of the Company

After analysing how S. Alam Refined Sugar Industries Limited is doing their business & meeting
the needs of their respected consumers, it might be clear that the dealers are willing to buy sugar
and wants to recommend the company with others. If the company use media advertising it cover
mass market. And large number of dealers will know about their products and services that
influence customer to make purchase. If brand awareness and service can be guaranteed quickly,
they can gain market loyalty. S. Alam Refined Sugar Industries Limited have good quality
management system, have own transportation system along with a smart management but they
have little focus on suitable marketing activities. As their target customer are satisfied with them
they should need to continue their quality product along with maintain of good supply-demand
requirement.

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