2. Table of content
• Introduction.
• About ‘PRAN- RFL’.
• Executive Summary.
• Current Market Situation.
• Market Description.
• Channels and Logistics
Review.
• SWOT Analysis.
• Strength.
• Weakness.
• Opportunity.
• Threat.
• Reference.
3. Meaning of SWOT Analysis
• The overall evaluation of a company’s strengths, weaknesses, opportunities,
and threats is called SWOT analysis. It’s a way of monitoring the external
and internal marketing environment.
SWOT Analysis is done by two categories. Such as:
• Internal Analysis.
• External Analysis.
• Text book: Kotler, p (2014).
4. EXTERNAL ENVIRONMENT (OPPORTUNITY AND THREAT) ANALYSIS:
• A business unit must monitor key macro environment forces and
significant microenvironment factors that affect its ability to earn profits.
• It should set up a marketing intelligence system to track trends and
important developments and any related opportunities and threats.
INTERNAL ENVIRONMENT (STRENGTHS AND WEAKNESSES) ANALYSIS:
• It’s one thing to find attractive opportunities, and another to be able to
take advantage of them.
• Each business needs to evaluate its internal strengths and
weaknesses.
• Text book: Kotler, p (2014).
5. About PRAN RFL
• Major General Amjad Khan Chowdhury (Retd), is the CEO of "PRAN-
RFL Group"; which is a celebrated corporate in the sphere of
Bangladesh trade, commerce & industry.
• PRAN-RFL Groups manufactured products have earned extensive
acceptability and acclaim both within the country and abroad.
• Amjad Khan Chowdhury was born in a respectable Chowdhury family of
Natore district in the year 1940.
• He graduated from Pakistan Military Academy & Australian Staff
College.
• In this sphere of achievement, the supreme-soul of PRAN-RFL Group,
Mr Amjad Khan Chowdhury’s merit, far-sightedness, strong will &
sincerity were the main catalyst.
• http://rflplastics.com/about-us/ [Accessed on: October 18]
6. Executive Summary
• “PRAN” is currently the most well-known household name among the
millions of people in Bangladesh and abroad also.
• Today, our consumers not only value “PRAN” for its authentic
refreshing juice drinks products , but also for its mouthwatering quality
confectionery products with high visual appeal and exciting texture.
• The product will contain low carbonate & pure coconut flavor. We will
target the middle aged, young generation & children’s.
• And beside this, we are targeting the Srilankan & Indian market for the
first time. The primary marketing objective is to achieve first – year
market share of 3 percent unit sales of 240,000.
• http://businessmanstar.blogspot.com/2011/07/markating-plan-on-
pran.html [Accessed on: October 18]
7.
8. Current Market Situation
• PRAN is the pioneer in Bangladesh since 1980 to be involved in
contract farming and procures raw material directly from the farmers
and processes through state of the art machinery at our several
factories into hygienically packed food and drinks products.
• The brand “PRAN” has established itself in every category of food and
beverage industry and can boost a product range from Juices,
Carbonated Drinks, Confectionery, Snacks, and Spices to even Dairy
products.
• http://businessmanstar.blogspot.com/2011/07/markating-plan-on-
pran.html [Accessed on: October 18]
9. Market Description
• Our products includes juice, beverage, drinks, confectionary,
culinary, snacks, biscuits & bakery, dairy.
• This kind of products sold quickly at relatively in low price.
Though the absolute profit made on these products is relatively
small, they are sold generally in large quantities. The market of
these products is quite priced sensitive.
• In Bangladesh the market of these sorts of products are in the pre-
maturity stage according to PLC (Product life cycle), because now
the growth rate of the market is very slow and the competition is
very high. Very similar situation is in India & Srilanka.
• Our main targeted customer will be the premium customers, who
need quality goods in relatively low price. Here we will target mainly
the young people & the children.
• http://businessmanstar.blogspot.com/2011/07/markating-plan-
on-pran.html [Accessed on: October 18]
10. Channels and logistics review
• We are new in this market but still we have already covered Dhaka by
our strong distribution network.
• Beside this we are trying to cover all the districts and some of the major
Than as by appointing new distributors.
• Following is the flowchart of our distribution Network. The most
important channels being contacted are:
1. Website base distribution & information
2.Superstores.
3.Mega shops like ‘Nondon’, ‘Agora’, ‘Meena Bazaar’, ‘Almas’etc.
• We expect that our product earn familiarity very soon, and day by day
we increase our distribution channel.Partex, Shejan, Acme, Abdul
Monem Limited and BD food, who sell juice.
• http://businessmanstar.blogspot.com/2011/07/markating-plan-on-
pran.html [Accessed on: October 18]
11. SWOT Analysis
• SWOT is the combination of 4 key words, which constitutes the internal and external issues
of a company.
• The 4 key words are:
S=Strength;
W=Weakness;
O=Opportunity;
T=Threat.
Strength:
• Strength refers to the competitive advantages and the other distinctive competencies that a
company can exert in the market place.
Weaknesses:
• Weakness is constraints that hinder movements in certain directions.
Opportunities:
• A marketing opportunity is an area of buyer need in which a company can perform
profitable.
Threats:
• A threat is challenge posed by an unfavorable tend or development that would lead, in the
absence of defensive marketing action, to deterioration in sales or profit.
• http://businessmanstar.blogspot.com/2011/07/markating-plan-on-pran.html [Assessed
on October 18]
12. Strengths
Brand Image:
• The name Pran itself the premier beverage brand image. It has been able to create
enormous goodwill by its quality product all over Bangladesh.
Innovative Product:
• There are lots of soft drinks and juice product like mango juice, oranges juice etc are
available in Bangladesh. But no one is come out with Coconut juice.
• Since it is the first product in Bangladesh, it has much more probability to achieve success.
Cost advantage:
• Already Pran provides various types of beverage product offerings to its customer and thus
satisfies the needs of various customer segments.
• Therefore, as the organization has a lot of customers, its operational costs go down.
Pricing:
• We do not take high price as other juices are taken in Bangladesh. We think that the price
is quite reasonable to be succeeded.
• http://businessmanstar.blogspot.com/2011/07/markating-plan-on-pran.html
[Assessed on October 18]
13. Weaknesses:
Lack of Product Awareness:
• Though the product is new, it may fail to create the proper
awareness towards the target customer.
Availability of Coconut Juice:
• Bangladeshi climate is suitable for the coconut juice. So people
can collect juice easily.
• So it is the weakness of our product to commercialize.
• http://businessmanstar.blogspot.com/2011/07/markating-plan-
on-pran.html [Assessed on October 18]
14. Opportunities:
Growing number of customers:
• Seeing the current situation of the beverage industry and also the population boom, it can be
depicted the Bangladesh needs more modernized and different types of product and this is
therefore a big opportunity to enhance it’s sincere position in the consumers mind through
increased number of quality product and different product.
Increasing customer’s awareness:
• In the years the people are very much aware about their diet and drinks.
• They don’t like to take food and drinks from outside and open market. So it will create the
advantage to provide the quality drinks.
Lower technological cost:
• The world’s technology is changing rapidly to a better future.
• If we can manage better technology in a lower cost then we can produce better quality goods in
lower price than our competitor.
Changing food habit:
• Due to many reasons the people of our county is changing their food habit.
• They are shifting towards diet product and if the shifting rate increases like now, than in near
future will get profitable revenue more easily.
• http://businessmanstar.blogspot.com/2011/07/markating-plan-on-pran.html [Assessed on
October 18]
15. Threats:
Increased competition:
• We have stated earlier that this market is in maturity stage but still many
companies are interested to join the market.
• If they do, then the competition level will increase much higher than
now and we can face many difficulties to sustain in the market.
Down-ward pricing pressure:
• Due to heavy competition, we will always face this threat that the price of
the product can be decreased by the other competitor and then to carry
on in the market we also have to decrease our product price.
Large number of indirect Competitor:
• In the coconut juice, there are lots of indirect competitors. Lots of
coconut sellers are available all around Bangladesh.
• It is easy to collect coconut and its juice. So these coconut sellers are
the main threats of Pran coconut juice.
• http://businessmanstar.blogspot.com/2011/07/markating-plan-on-
pran.html [Assessed on October 18]
16. Reference
• Text book:
“marketing management” 14th edition. 4writter text kotler et, al
(2014) The United States of America.[Accessed on October 18]
• Web:1
http://www.businessdictionary.com/definition/SWOT-analysis.
[Accessed on October 18]
• Web-2
http://rflplastics.com/about-us/ [Accessed on: October 18]
• Web-3
http://businessmanstar.blogspot.com/2011/07/markating-
plan-on-pran.html [Accessed on: October 18]
