This is the marketing plan on agricultural products, we made based the market situation of Bangladesh in 2014

1. MARKETING PLAN of
Agricultural products of Bangladesh

2. Marketing Plan of Agricultural
Products of Bangladesh
Prepared by,
“Creative Crew”
Rahat
131-116-051
BBA 29th
Metropolitan University, Sylhet

3. ACKNOWLEDGEMENT
Writing this report appeared to be a great experience to us. It added a lot to our
knowledge.This report is one of our memorable experiences in student life. Though
words are inadequate in offering thanks to our teacher Md. Emran Uddin
Executive summary
This is a semester project regarding Marketing Plan on AGRICULTURAL PRODUCTS of
BANGLADESH. It starts with the current market situation and it gives a briefing about
the strength, weakness, opportunities, threats of the agricultural products of
Bangladesh also it gives a briefing about the marketing strategy of the agricultural
products of Bangladesh.

4. 1.Agriculture is one of the drivers of growth of our economy
2.In FY 2011-12, the contribution of agriculture sector to
GDP stood up to 19.29%
3.In FY 2011-12, we earned US$402.70 million by exporting
agricultural products, which was 1.46% of our total export
earning(US$ 24301.90 million)
Current Market Situation

6. Market Description
Target Market
Geographic-Density(Urban, Suburban, Rural)
Demographic-Family Life Cycle(Young, Old,
Married with children, Single parent, Unmarried)
Age(Infants,6-64, 65 and over),
Income(Average income, above average, below
average)
Psychographic- Social class(Upper upper class,
lower lower class, Middle class)
Distribution
Agricultural products are distributed by PFDS.
From producer products goes to whole seller,
then to retailer and finally in the hand of
consumers.

7. Segment Needs & Corresponding Features/Benefits
Market Needs
Due to rapid increase of population of our country, all of us
needs healthy, fresh & organic foods.
Agricultural Products Features
1.Seasonal & Perennial production
2.Perishable products
3.Inelastic demand
4.Price fluctuation

8. Product Review
Some key agricultural products of our country
including major and minor: Rice, Pulses,
Onion, Garlic, Mango, Potato, Eggs, Shrimps,
Meat.

9. Competitive Review
The emergence of fresh, organic & lower-priced agricultural
products has increased the competitive pressure.Key
competitors are:
1.Indian Market
2.Pakistani Market
3.Nepal Market

10. Channels & Logistics Review
i)PFDS: The agricultural products & foods are distributed by PFDS as ‘Public
Food Distribution System.’ It is controlled by our Government.
ii)Super market: Many Super market like Swapno, Agoora, Mina Bazaar
carries the agricultural products.
iii)Retailer & Online retailer: Products are distributed through many retailer
& online retailer
iv)Whole seller: Products are distributed through many whole seller.
Agricultural products are distributed by public & private transport.
Internationally distribution is done by shipment and cargo service.

11. SWOT analysis
Strengths Weakness
1. Bangladeshi agriculture is famous for
its rich bio-diversity
1. Natural Calamity (Flood, Cyclone,
Heavy Raining etc)
2. Climate is suitable for agriculture 2. Most of the products are perishable
3. Fresh & Organic products 3. Excessive use of formalin
4. Diversified available technologies 4. Irrigation facilities are inadequate
Opportunities Threats
1. Increased demand of fresh and organic
food.
1. Competition with Indian and Pakistani
market
2. Technological development in
agriculture
2. Low productivity
3. Agro-based Industry 3. Change in the government policies
4. Agricultural education 4. Unsustainable Resource Use

12. Objectives
We have set aggressive but achievable objectives for each years of market
entry. Some key objectives are given below:
1.Production of FOOD GRAINS in FY 2013-14 was 377.82 lakh
MT. Our target is to increase the food grain production to
450.00 lakh MT
2.Export of our agricultural products in FY 2013-14 was 198.29
lakh MT. Our target is to increase the amount of export to
210.00 lakh MT.

13. Marketing Strategy
The main objective is to reduce the increased demand of nutrition for the
people of Bangladesh and to provide the best quality, organic & fresh
products.
Positioning:
Using product differentiation, we are positioning the agricultural product as
the most organic, convenient, and value-added.
Product Strategy:
Our agricultural products will be more organic and fresh. We will ensure the
quality of our products.

14. Pricing Strategy
Our government price all products in such way that all of us could be able to
meet our daily minimum needs. Some of the price of key products are
given below:
Product Price Per unit
Rice 36 Kg
Flour 45 Kg
Onion 42 Kg
Potato 23 Kg
Egg 38 4 pcs

15. Marketing Communication Strategy
Our agricultural products promoted through TV, News
Papers, Online Retailer, Magazines And References From
other public etc.
Distrbution Strategy
Our agricultural products are available all over in Bangladesh
including big and small cities.

16. The Ministry Of Agriculture is implementing
different development projects & programmes covering
Agricultural Research And Education, Agricultural Extension
And Training, Marketing Of Agricultural Products. Some key
steps are:
1.Increased crop production without jeopardising the Soil Fertility
2.Increased crop production through invention & dissemination
programs of Agriculture Technology.
3.Introduction of New Varieties of crops to cope with the possible
climate change
4.Rain water conservation and irrigation in the baring areas
Marketing Research

17. Action Program
The following are summaries of the action programs we will use during
the next following year to achieve our stated objectives:
1.Scaling up subsidy on agricultural inputs
2.Ensuring fair price and supply of agricultural inputs,
3.Expansion of irrigation facilities and increase availability of irrigation
instrument.
4.Quality control of agricultural products and ensure sufficient storage
facility of food grains.

18. Budgets
 Our government made an outlay of Tk. 1381.03 crore for
agricultural sector in FY 2013-14
 For agricultural rehabilitation Tk.62.07 crore was allocated in
the budget of 2013-14

19. Controls
If any problem arises in the way of achieving our targeted
budget, we will take some following key action:
 We will try to avoid environmental degradation
 We will encourage farmers to use natural fertilizer
 We will encourage more production of cash crops like: jute
production, by which we can earn foreign currency.
 We will provide accurate and accessible weather report to
farmers from Weather Department

20. References
 www.bbs.gov.bd
 www.moa.gov.bd
 www.mof.gov.bd
 www.slideshare.net
 www.assignmentpoint.com
 Principles of marketing by Kotler and Armstrong

21. Any
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