Industry Analysis

PRAN-RFL Group

MBA 550 – Strategic Management

Group 03

Name ID
Nadia Sultana 1931428

Parisa Alam 1930962

Navid Khan Anjum 2021683

Adithya Bhowmik 2031295

Rumana Ferdous 1922158
 Introduction

Leading food, beverage & plastic industrial company

Eliminate poverty and develop the agricultural sector of Bangladesh

Started on 1981 RFL (Rangpur Foundry Limited) at the BISIC

PRAN stands for “Program for Rural Advancement Nationally”

 PRAN-RFL group was established on 17 March 1981 and
started manufacturing in 1982

Company
Founder Major General (Ret) Amazed Khan Chowdhury

Background
Deputy Managing Director is Mr. Ahsan Khan Chowdhury

of PRAN-
Main Production Line

• Plastic Furniture

RFL Group •
•
Hand Tube Well,
Water Pump
• PVC Pipe Fittings
• House Ware Articles
• Electronic Home Appliances
• Medical Appliances
 •2003 - Established a subsidiary company in UAE

• 2008 - Company announced it’s plans to open a

Company
production facility in Tripura, India
• 2016 - Exports had reached 10 billion takas from India, Saudi
Background Arabia, the UAE, Malaysia, and Oman.

(Cont..)
Revenue exceeded US$500 million 
• Citification
ISO 14001:2004 for Environment Management System
ISO 9001:2008 for Quality Management System
Mission, Vision MISSION
and Core ‘Improving Livelihood’.
Values of PRAN- VISION
RFL Group ‘Poverty & Hunger are Curses’.

Core Values:

• Consumer care

• Suppliers care

• Employee care

• Trade care
 PORTER’S
FIVE
DIMENSIONS
 SCALE
FORCES IMPORTANCE (Approximately)

1. Threat of new entrants High 4 to 5

2. Threat of substitutes High 4 to 5

IMPORTANCE 3. Bargaining power of Low 1 to 5
OF FORCES suppliers

4. Bargaining power of High 5 to 5

buyers

5. Competitive rivalry High 5 to 5

between competitors
  Gain competitive advantage by producing product
in cheap rate
Reduce cost at every level

Cost PRAN-RFL Group Cost leadership strategy

leadership  Lower cost product for price sensitive customers
 Compete with any other brands in the market in
term of price
Competitive advantage is achieved by driving down
costs.
 Cost
MODEL: Decorate Chair (Tube
Rose)
PRICE: 490 BDT
Comparison MATERIAL: Plastic
LINING: Furniture and lifestyle

of PRAN-RFL
Group and
Bengal
Group
MODEL: Aristrocrate Chair
PRICE: 836 BDT
MATERIAL: Plastic
LINING: Furniture and lifestyle
 
Mark Up • Primary stage meeting
price • Pran-RFL vs Bengal mark up price rate.
policy
Differentiation in terms of ‘Focus’ between PRAN-RFL Group and
Bengal Group

Pran-RFL Group Bengal Group

Value adding in product line Quality of the product

Plastic & Furniture Plastic, Furniture & Holding manufacturer

Make life Beautiful. 100 percent confidence.

Differentiation We have found out three differentiation
in terms of between PRAN-RFL and Bengal Group. These
‘focus’ are:
between PRAN- Product line strategy
RFL Group and Promotional strategy
Bengal Distribution strategy
Group(cont..)
 PRAN-RFL Group Bengal Group

 Hanger & garments

 Furniture
accessories

Product
 Houseware
 Food storage products
 Kid ware

-line
 Washroom accessories

 Utility & cleaning Products  Institution

strategy  Furniture

 Producing 3300 tons plastic

 Producing 1600 to 2000

tons plastic product in

product in every day.
every day.
Promotional Strategy
 Distribution strategy
PRAN-RFL Group Bengal Group

 Only hanger product is serving over 28

 Serving more than 36 countries.

countries.
 Distributing 68 districts in Bangladesh.
 Distributing in Dhaka Chittagong, Bogra,
 Their own retail shop which is Best Buy
Shylet & Khulna.

 Recently launched their own retail shop

which is Happy Mart.

 Strengths

Functionality Weaknesses
of SWOT
Analysis Opportunities

Threats
 SWOT Analysis of PRAN-RFL Group

SWOT analysis is a combination of analysis of a company’s overall situation

which includes Strength, Weakness, Opportunity and Threat of that company. Now
we are going to find SWOT Analysis of PRAN-RFL Group.

Weaknes Opportunity
s

Strength Threats
PRAN-
RFL
Group
 Strengths of PRAN-RFL Group

Position in Own
Variation of Products International Market
Country

Strong Distribution
Company Assets
Channels
Weaknesses of PRAN-RFL Group

Fluctuating Poor
Profit Performance

Risk Ratio is High Interest

Increasing Expenditure

Local Brand
Image
Opportunities of PRAN-RFL Group

Opportunity of
Strong Affiliation Practice of CSR
Rapid Growth

Digital Marketing
Strong Brand
and Use of
Image
Technology
 Threats of PRAN-RFL Group

Substandard Quality Aggressive Competitors

Insensitive about Brand

Image Foreign Products
 PRAN-RFL takes a big portion of the market share
through plastic furniture and household products. Their
mission is to reduce poverty through increasing
employment, and it has become possible for them by
Conclusion taking a stable position in the market share. PRAN-RFL’s
priority is to consider the demand of customers by which
they provide better satisfaction to the customers.