SWOT analysis is a tool used to evaluate the strengths, weaknesses, opportunities, and threats involved in a project or business venture. It involves specifying the objective of the business venture or project and identifying the internal and external factors that are favorable and unfavorable to achieving that objective. The analysis includes defining an organization's strengths (what it can do well) and weaknesses (what it cannot do well), as well as opportunities (external chances to improve) and threats (external elements that could cause trouble).

1. 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.
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.

2. •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.
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.
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.
Threats

3. •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 competitor. 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.
WOT Analysis of PRAN
STRENGTH
•Large company
•Experience
•Greater sources of finance
•Greater control over sources of raw materials
Risk-pooling
•Huge distribution network
Weaknesses
•Disproportionate promotions strategy

4. •Control
•Lack of first-mover’s advantage
•
In-house media planning and promotional activities
•Distance and transportation cost
•Perishable item
OPPORTUNITY
•
Huge demand
•
Overseas expansion
•
Natural resources
•
Cheap labor
•
Ethnocentrism
•
Government incentives
•
Value Added Tax (VAT)
•
Duty Drawback facility
•
Cash IncentivesTHREATS
•
Price wars with competitors
•
Stricter health and technical standards
•
Reduced benefits
•
Competition
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