A core competency is a concept in management theory introduced by, C. K. Prahalad and Gary Hamel. It can be defined as "a harmonized combination of multiple resources and skills that distinguish a firm in the marketplace". Core competencies fulfill three criteria: Provides potential access to a wide variety of markets.This is done through Business-level strategies. Business level strategies detail actions taken to provide value to customers and gain a competitive advantage by exploiting core competencies in specific, individual product or service markets.

1. WELCOME
TO OUR
PRESENTATION

2. WE ARE
NAME ID
Ariful islam 162
Rizwan Mahbub Khan 051

3. CORE COMPETENCIES &
BUSINESS LEVEL STRATEGY of

4. Pran-RFL: ( Foundation & Basic
Information at a Glance)
PRAN is one of the largest food processing brands in
Bangladesh. It is the pioneer agro producer in Bangladesh.
 Founded by: A K M Amjad Khan Chowdhury.
 Foundation Year: 1980. (PRAN -1981)
 CEO: Ahsan Khan Chowdhury
 Company Type: Food And Beverage And CI iron product.
 Headquarters: Middle Badda, Dhaka, Bangladesh.
 80 thousand direct employees.
 Exported to 118 countries (10 billion in 2016).

5. PRODUCTS:
PRAN RFL
Juice
Drinks
Bakery
E-commerce
Carbonated soft drink
Snacks
Frozen Food
Noodles
Candy
Sauce
Spices
Agro products
Confectionery
Biscuits
Dairy
Agricultural utilities
Building materials
Sanitary ware & fittings
Kitchen room utilities
Engineering Fittings
Electric & electronics
Household items
Baby items
Stationary
Cleaning tools
BBML_T

6. Competitive Advantages:
 Big Market Share.
 Positioning / Brand image.
 Can serve over the country.
 Exporting.
 First Mover.
 Many diversified Sectors.

7. Resources:
 Trade marks.
 Stock of technology.
 Good access to raw material.
 Good planning and structure system.
 Financially well established.
 Skill and knowledge of employees.
 Innovative ideas.
 Brand name.
 Reputation.

8. Capabilities
 Satisfying product and design quality (Mf.).
 Effective organizational structure (HRM).
 Effective customer service (MKT).
 Well promotion system and attractive
product name (mkt).
 e-Business (MIS).
 Country wide distribution (dst).
 Innovative technology (R&D).

9. Core competencies:
 A unique and famous brand name.
 Strong Firm Infrastructure.
 Large / Skilled Human Resource
Management.
 Excellent Marketing & High Sales.
 Resources & capabilities are not substitute but
costly.

10. Business Level Strategy
(BLS):
 Integrated and coordinated set of
commitments and actions.
 uses to gain a competitive advantage.
 by exploiting core competencies in specific
product markets.
PRAN-RFL follows both Cost-
Leadership and Uniqueness strategies.

11. Cost Leadership Strategy:
 Provide reasonable product with reasonable
price.
 Features of products are acceptable to all.
 Relatively standardize Product.
 Monitoring cost and customer’s choice.
 As a market leader RFL has to always apply
defensive pricing strategy.
 Enhancement of market segmentation
strategies.

12. Uniqueness:
 Some Non Standardize product.
 Some differentiated product out of reasonable
price.

13. Some Diversified Product:

14. SWOT Analysis:
Strength:
1.Brand Image
2.Superior quality control measures.
3.Market Share.
4.Distribution channel.
5.Highly skilled human resource.
6.Unmatched product and brand portfolio.
Weakness:
1.Short life cycle of product.
2.A lot of distance and huge amount of transport cost.
3.Lowest per capita consumption:
4.Price disadvantages:
Opportunities:
1.Company can develop the effective distribution system.
2.Competitiors weak distribution channel.
3.Export tie up with multinationals.
4.Franchise business all over the world.
Threats:
1.Changing consumer behavior.
2.Aggressive competitors.
3.Availability of foreign product.
4.Limited target segmentation.
Pran-RFL