AHMED ALL MUZAHED - 1510913030

MD. NAYEEM - 1511439630

SHEIKH TARIQUL ISLAM – 1511386030
AVISHEK KUMER SHEEL – 1511435630
MD HUMAYUN MORSHED - 1510949030
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AFDL is one of the best companies in the sector of soft drink Bangladesh. It was
established in 1950s. Since then, it has been setting new benchmarks in production
of food & beverage in Bangladesh. AFDL has countrywide Retail Sales Outlets with
highly skilled and efficiently. It has International Standardization Certification ISO
9001:2008 for Quality Management System and ISO 14001: 2004 for Environmental
Management System. AFBL has received hundreds of awards for outstanding
contribution to Sports Event, CSR activities etc.
 Soft Drink
MOJO
CLEMON
LEMU

SPEED
WILD BREW
FRUTIKA
 VISION & MISSION

VISION: AFBL is committed to productivity and quality growth

to attain its objective of being a leading soft drink manufacturer
of Asia through its vision of Honest Growth.

MISSION: To ensure sustainable growth

To be a vendor of choice for customers
To create value for shareholders
To be proactively compliant with global best practices & standards
To be a responsible corporate citizen
SHORT-TERM OBJECTIVE :

Conduct transparent business operation based on market mechanism

LONG-TERM OBJECTIVE :

Building the regal & social frame work with

Aims to attain the mission reflected by their
vision
SWOT ANALYSIS
 STRENGTHS

Local company in BD

High Quality in Low Price

Variety of Design

Distribution
 Weaknesses

Limited Market Share Compared to Others

Too Much chemical

Lack of Strong Marketing Network Other Than Competitors

Lack of Skilled Men Power

 Opportunities

Increase of Sales in Major Cities

Increasing demand

Cost-Efficient Technology

Two or three Local Competitors

 Threats
Customer Preference over Foreign Brands

Political Hazards Hamper Sale

Entry of foreign Competitors in The Market

Increasing Price for tax

Forces in an Industry Analysis
New
Entrants

Threat of
New Entrants

Bargaining
AKIJ Power of
FOOD Buyers
&
Suppliers BEVERAGE Buyers

Bargaining
Power of
Suppliers

Threat of
Substitutes

LIMITED
Substitutes
Threats of New Entries: (Low+ High) =(Low)

Initial Investment Require (High): Capital requirement for the

introducing a soft drink company is very high in Bangladesh.
Need high amount for organizing the industry.
Need to import expensive machine from abroad.
Need to provide special training to the workers
Growth Rate of Industry(High):The growth rate of soft drink in Bangladesh
is very high. Growth in exports is due to the low production cost in
Bangladesh compared to its neighboring countries.
Bargaining power of buyers: (High+ Moderate)= (Low)

Number of buyers: (High):The numbers of buyer are very high for soft drink
industry. Almost all class of people & all ages of person buyers of soft drink.
 

Number of sellers: (Moderate):The numbers of sellers for soft drink

industry is moderate. There are approximately specific 15 industries
active in the market at the moment. Like pepsi, pran, cocacola etc
 
Threats of substitute: (High + High) = (High)
Switching Cost: (low): Buyers can change brand any time without any
cost. Because there are at least ten renowned soft drink brand have in
Bangladesh
Brand Loyalty: (Low):Brand loyalty is regarded as a powerful tool in the
development of soft drink brands and loyalty of soft drink industry is low
due to foreign competitors
Bargaining power of Suppliers: (Low+ Low)=(Low)
Number of Suppliers: (High) :The soft drink industry mainly depends upon
Carbonate water. The suppliers have very low bargaining power and the companies
in the soft drink industry can switch from their suppliers without incurring any cost

Number of buyers: (Low): The number of soft drink companies in Bangladesh is

not that high comparing to the number of suppliers of raw materials. So bargaining
power of supplier is low.
Current Rivalry: (High+ High)= (High)

Number of Competitors: (Low): Numbers of competitors are low and

specific. Among all of them few are doing well. And the rivalry between
them is getting intense day by day. So we can say that the current rivalry is
high.

Growth Rate:(High): The growth rate of soft drink industry in

Bangladesh is 21.30%. So growth rate of soft drink industry is
high.
 Summary Table
Forces Factor Factor Impact of factor Final
Conclusion Conclusion
to farces

Threats of new entries Initial Investment High Low Low

Require
Growth Rate of High High
Industry
Bargaining power of buyers Number of buyers High Low Low
Number of sellers Moderate Moderate
Threats of substitute Switching Cost Low High High
Brand Loyalty Low High
Bargaining power of Suppliers Number of Suppliers High Low Low

Number of buyers Low Low

Number of High High High
Current Rivalry competitors
Growth Rate High High
conclusion

 The demand of AFBL is one of the leading soft drink sectors in Bangladesh.
The demand of its product is increasing day by day. Now a days AFBL is trying
to increase their product line.

Visionary leadership

Achievement

Commitment
Any Question