Poultry industry and its aspect in Bangladesh


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Poultry industry and its aspect in Bangladesh

  1. 1. Subject : EM- 510 (Principles of Marketing) University of Dhaka Department of Management Studies EMBA Program Presentation of Group:05 Supervisor: Dr. Altaf Jalil Professor, Dept. of Management Studies, University of Dhaka Presented by : Mohammad Zia Uddin Bablu, ID# 3-13-25-005 Md. Mahamudul Hassan, ID# 3-13-25-004 Md. Aktaruzzaman, ID# 3-13-25-006 1
  2. 2. Topic of Presentation: Poultry Industry & Its Aspect in Bangladesh Presented by Md. Aktaruzzaman, ID# 3-13-25-006 Md. Mahamudul Hassan, ID# 3-13-25-004 Mohammad Zia Uddin Bablu, ID# 3-13-25-005
  3. 3. Introduction  Poultry is one of the most important sectors of agriculture in Bangladesh for maintaining the need of protein and nutrition. It was in 1995 that the poultry industry started in an organized manner in Bangladesh. In just 20 years the industry has seen exponential growth. Investment in the sector stands at about 25 thousand crore taka. Its growth rate is about 25%. There are over a hundred thousand poultry farms, small and large, across the country, eleven grandparent stock farms, 145 parent stock farms and hatcheries, and 60 or 70 poultry feed mills. About 5.5 million people are involved, directly and indirectly, with the industry and approximately 50% of them are women. A large section of the marginalised rural people earns their living through this industry. Of the 18.6% of the GDP which comes from the agricultural sector, one third is from the poultry industry. Now it is seen that small scale poultry production contributes a lot in the total industry. We have to protect it and make bigger to catch the overseas market.
  4. 4. Backdrop Circumstances of Poultry Poultry plays a vital role in Bangladesh & involves 85% of rural people. Six poultry farms were set up in 1947 at different locations of the country, ‘Eggs and Hens’ in 1964. Biman poultry complex started its operation, after liberation, BRAC developed “Rural Poultry Model” in 1983. In early nineties, private parent stock farm started. Large scale eggs and meat production have increased production from last 20 years in this country. C.P. Bangladesh Co. Ltd. started its operation as a lone foreign company in the Bangladesh poultry industry in 1999. C. P. Started to Marketing Cooked chicken items in 2008.
  5. 5. Importance of Poultry Production in Bangladesh In our daily life we need to take meat for getting animal protein. So the poultry producers produce a big quantity of eggs and meat which play a great role to the national economy. Poultry contributes a large part of our GDP. Of the 18.6% of the GDP which comes from the agricultural sector, one third is from the poultry industry Government declared poultry as a thrust sector & classified as agro based industry. Both eggs and chicken meat have huge domestic demand. And poultry is the sector for obvious profit. It contributes- poverty reduction, new employment generation, and nutritional status.
  6. 6. Present Status of Poultry Enterprise Numbers of farms have been established in 1990 with bank support. There are 145 hatcheries of which 117 are in operation. Only 18 breeding farms are fully environment controlled. 85% hatchery produces only broiler and rest produce layer. Most of the Companies now have both hatchery and feed mill.
  7. 7. Current Poultry Product flows of Bangladesh Community Poultry Workers (CPW) Day Old Chicks Chick Reapers (In start up phase) Vaccination & Supply of Medicine Village Poultry Reapers Replacement Stock Home Consumption Community Market
  8. 8. Domestic Demand of Poultry Product Bangladesh is a large market of poultry product because of its population. We need to produce more poultry to serve our domestic demand. To prove the high domestic demand there are some statistics can be shown.
  9. 9. Requirement & availability of meat & eggs. Product Requirement Availability Deficit Deficit Meat 43.8 kg 4.57 kg 39.23 kg 89.56% (all type) (120gmday) (12.51gm/day) (107.49 gm/day) Eggs 104 (2/wk) 25 (0.486/wk) 79 (1.51/wk) 75.96%
  10. 10. Poultry farm & Poverty Alleviation in Bangladesh Poultry is used as a tool of poverty reduction. Fostering the idea of community group formation and skill development.  Training regarding improved poultry husbandry practices rolled with micro-credit. For the rural poor especially the women to improve their livelihood.  Income generation and empowerment. A group of entrepreneurs (enterprises) are established An integrated chain of production.
  11. 11. Company Overview C.P. Bangladesh Co. Ltd. is a sister concern of Charoen Pokphand. Group Thailand. C.P. Bangladesh Co. Ltd. is incorporated in Bangladesh on 14th January 1999 doing business in the Agricultural industry, Poultry sector. Though C.P. Bangladesh Co. Ltd. is not in Bangladesh many years, but in this shorter period it has established its own Feed mills, Breeder Farm, Hatcheries, G.P. farm, fish feed mill all over the country.
  12. 12. Objective of CP      Objective: C.P. Bangladesh Co. Ltd. has established with a vision “To be a leader in Agro-business industry in Bangladesh” and each day it is getting closer to its vision
  13. 13. Corporate Culture C.P Bangladesh Adhering to six guiding principles, its working environment constantly involves:  Professionalism  Product innovation  Customer satisfaction  Versatility and adaptability  Quality products at lowest prices Dedication and loyalty of the workforce
  14. 14. Mission of C.P  Cultivating and processing crop products for animal feed. Production and further processing of livestock and aquaculture products Providing channels of food consumption through food service and retail outlets Providing integrated communications and content services through fixed, wireless and cable networks.
  15. 15. Strategy C.P. Bangladesh Co. Ltd. focuses on quality and productivity. C.P. Bangladesh Co. Ltd. prepares them for the future by building world-class facilities, Transferring technology, trained up efficient management. They look at the future with confidence
  16. 16. C.P Bangladesh products… Feed mill Hatchery Broiler Farm Pullet D.O.C (Day old chicks) Fish fry Animal Health Medicine and Vaccine Cooked food Fresh egg. Hybrid Maize seed
  17. 17. Marketing mix of C.P. Bangladesh Co., Ltd Product Feed D.O.C (Day old chicks) Ready pullet Fish fry Animal Health Medicine and Vaccine Cooked food Fresh egg. Hybrid Maize seed
  18. 18. Price A comparison in the D.O.C price with other companies -
  19. 19. Place: Distribution Channel C P trying to establish dealer points starting with the poultry zone’s of the Bangladesh like Saver, Gazipur, Narayangong and the major district. CP gives two mainly two types of dealership, 1) Independent dealer 2) Direct feeder. CP has established its feed mills in the convenient places. It has three feed mills in Dhaka (Saver), Rajshahi, and Chittagong. It has three poultry hatcheries and one fish hatchery. They are in Dhaka, Borga and in Chittagong. The location of its feed mill and hatchery gives it a competitive advantage.
  20. 20. Promotions… C.P prefers participations poultry fair and other events rather then advertising. Group selling meeting and seminar is one of the main promotional activities. Its offers different promotional facilities for the dealers providing a target sale.
  21. 21. Analysis of Major Competitors Kazi Kazi Farms Limited was established in 1996 as a hatchery of imported eggs. The following year it started its own parent farms, and in 2004 production started in its grand-parent (GP) farms.
  22. 22. SWOT Analysis.
  23. 23. Analysis of Major Competitors AFTAB Founded in 1991, Aftab Bahumukhi Farms Limited was established at Bhagalpur, Bajitpur in the district of Kishoregonj, about 110 km northeast of Dhaka City. Its main objective was to provide and make available good and hygienic sources of poultry protein, dairy product, fish, vegetables, cereals etc.
  24. 24. SWOT Analysis.
  25. 25. Problems in the poultry industry Bird Flue- Great Threat for Poultry Industry Nutritional problems Heat stress Cannibalism and feather picking Injury Poorly designed poultry houses Poisoning Rodents Insufficient Loan and Barrier. Many Intermediaries in Marketing Channel Poultry disease
  26. 26. Market Segmentation Focus the highly acclaimed slaughters house which supply meat to the various class of customers. Target groups would be the high end customers vying for the best possible chicken. We want to displace the import of chickens from countries like India, Indonesia, Brazil, etc. by 50% in 5 years.
  27. 27. RECOMMENDATION AND SUGGESTIONS  Avian Influenza or Avian Flu in Poultry Industry  Syndicate of Hatchery Owners and Intermediaries  Insufficient Loan and Barrier to Raise  Difficulty in Price Setting  Poultry Disease Prevention and Control Situation  Policy and Regulatory Issues  Low Productivity, No Database on Production  Infrastructure- Training Facilities & Diagnosis Facilities  Many Intermediaries in Marketing Channel  Bio-Security and Disease Prevention Concern  Overseas Operation of Poultry Supplies
  28. 28. Concluding Remarks: C P Bangladesh Co, LTD has started its business with a very limited resource but with lots of experience. By 2008 it has establish 4 feed mills and 3 hatchery targeting poultry industry. It has the vision to be the leader of agro-business of Bangladesh. If the bird flu may have not attacked it would invest a lot more in the industry. But C P still believes that there is a great opportunity in the poultry in Bangladesh as there is demand for poultry product and Bangladesh’s economy is growing confidently.
  29. 29. THANK YOU