This document is a term paper submitted by six students to their faculty member at North South University Business School analyzing PRAN Group, one of the largest food and beverage companies in Bangladesh. The paper includes an introduction, literature review on PRAN's mission, vision, and organizational hierarchy. It also discusses PRAN's product portfolio, corporate social responsibility efforts, company formation as a public limited company, industry analysis of competitors and strengths/weaknesses. The conclusion notes that the food processing industry contributes to Bangladesh's economic progress and PRAN exports help improve the economy.

1. TERM PAPER
ON
An In depth Analysis of PRAN
SUBMITTED TO:
Noor-E-Hasnin
Faculty Member
North South University Business School
North South University
SUBMITTED BY:
Arifur Rahman
083053030
Md.Sabbir Hossain
1320773020
Shadman Nizami
1320182030
Sababa Tasnim
1330234630
Shafi Ahmed
1330414630
A.B.M. Foysal Hossain 1320664030
Date of Submission: December 27th, 2013

2. AN In DEPTH ANALYSIS OF PRAN GROUP

3. ACKNOWLEDGEMENT
The most pleasant part of submitting the report is to get the opportunity. We would like to thank
those who have contributed to it a lot. Unfortunately, the list of expression of thanks- no matter
how extensive is always incomplete and inadequate. These acknowledgements are no exception.
First, we would thank almighty Allah for bestowing us the patience and courage to finish this
huge task within deadline.
In addition, we sincerely acknowledge my debt to Ms.Noor-E-hasnin, honorable faculty, North
South University Business School, and North South University for her valuable counseling
towards the improvement of the report. Without her encouragement, this would have never been
possible.
At last we would like to convey my gratitude Mr. Matiul Islam Nawshad, Chief Human
Resource Officer of PRAN-RFL group for helping us in furnishing the report. Moreover, we
would also like to express our gratitude to PRAN group employees who gave us good advice,
suggestions, inspiration and support.

4. TABLE OF CONTENTS
(1) Introduction----------------------------------------------------------------------------------1
(2) Literature Review-------------------------------------------------------------------------------2
(3) Product portfolio--------------------------------------------------------------------------------4
(4) Corporate Social Responsibility of PRAN--------------------------------------------------5
(5) Company Formation---------------------------------------------------------------------7
(a) Article and by laws of corporation------------------------------------------------7
(b) Advantage of Public Limited Company------------------------------------------8
(c) Disadvantages of being Public for PRAN---------------------------------------------9
(6) Industry Analysis -------------------------------------------------------------------------------10
(a) Major Competitors-----------------------------------------------------------------10
(b) SWOT analysis--------------------------------------------------------------------------- 12
(7) Conclusion---------------------------------------------------------------------------------------15

5. EXECUTIVE SUMMARY
This assignment tends to provide information about PRAN group and its advancement. PRAN
Group of industries is one of the leading business institutions of Bangladesh. One of the major
organizational goals is to reduce poverty and hunger through large scale employment generation.
It is contributing directly to the economy of Bangladesh through its cooperation with farmers and
export earnings.
The report focuses on the product portfolio where we found Pran takes an extensive way to all
forms of agro processed food products considering all of the ways of ensuring hygienic and
quality food products as well as their overall product range too.
We also tried to write about the CSR activities of Pran as the time to think only about profit has
gone. New era has come to think about the people, who are living around us. Pran group gives
CSR effort on revolving around the four premises environment, energy preservation, community
& people to improve the quality of livelihood.
Moreover, PRAN group strengths and competencies developed over the years, PRAN group
aims to provide the best working environment, good quality product for its customer. In addition,
The major strengths of PRAN in Bangladesh are experience, large economy, greater sources of
finance greater control over sources of raw materials, risk-pooling, huge distribution network,
conforming to standards, economies of scale, creating potential market in the new world place.
Finally, the food processing industry has a contribution to economic progress in Bangladesh. In
today world, export of food is ultimately an important way of improving our Bangladesh
economy

6.  Introduction
PRAN stands for Program for Rural Advancement Nationally. PRAN is currently the most well known
household name among the millions of people in Bangladesh and abroad also. In 1981 for the first time
PRAN started its operation as a processor of fruits and vegetable in Bangladesh. Major General (Retd.)
Amzad Khan Chowdhury people of Natore, was the founder and the managing director of PRAN group.
The corporate headquarters of this company is located at PRAN-RFL Center, 105 Progoti Sarani, Middle
Badda, Dhaka 1212, Bangladesh. PRAN is the pioneer in Bangladesh who involved in contract farming
and process raw materials directly from the farmers. PRAN manipulate the materials by the several
factories into the hygienic ways. There are almost 30,000 employees are operating every day. (Own
Website)
Over the years, PRAN has grown not only in dignity but also the country's overall socio-economic
development contributes significantly. At this time, PRAN is one of the greatest and significant and more
successful companies in Bangladesh as well as challenging the other multinational companies. PRAN is
one of the good numbers of favorite food and beverages brand among the millions of people in
Bangladesh. In addition to, PRAN is exporting their product outside the country as well. They are
exporting their product amongst 82 countries of the world at a regular basis. They also set up
production plant at Kalkata in India and it is also working for more expension in Indian market. All their
products of PRAN, at every stage of the production process are produced in accordance with the highest
international standards level. At present, PRAN is producing more than 200 products under 10 different
categories which are Juices, Drinks, Mineral Water, Bakery, Carbonated Beverages, Snacks, Culinary,
Confectionery, Biscuits and Dairy. Finally, PRAN has certified with halal product as well as the best
quality product at a national level and international level. New arrival of PRAN foods are Nazirshail rice,
Green chili sauce. The company has adopted ISO 9001 as a guiding principle of its management system.
The company is complaint to HACCP & certified with halal which ensures only the best quality products
are reaches to the consumers table across the Globe. Consumer doesn’t feel hesitate to try other
product of PRAN (Shamsarman 2011).
The company's activity goes well beyond the sphere of business. As socially conscious and responsible
corporate body it is committed to the improvement of the society as a whole. Therefore, it considers
the interests of customers, employees, shareholders, communities, and ecological considerations in
all aspects of its operations. This obligation is seen to extend beyond its statutory obligation to comply

7. with legislation. It is involved in the welfare program of the acid burn victims and helps many NGO's to
make available healthcare to the disadvantage population of the Country. It sponsors programs to
build awareness on the healthcare need.
 Literature Review
 Mission
“Poverty and hunger are curses”- mission of PRAN-RFL group. So their aim is “to generate employment
and earn dignity and self respect for our competitors” through profitable enterprise.
 Vision
The vision of the company is to create a wonderful brand image throughout the world (Improving
Livelihood).

Organizational Hierarchy of PRAN
Major General (Retd) Amzad Khan Chowdhry people of Natore, was the founder and the managing
director of PRAN-RFL group. He is now integrating village farmers with his new project to make them self
dependent. This new project is called The Global Agriculture and Food Security Program or GAFSP. “The
current project will add momentum to our exports, while ensuring stable income for local farmers,
increasing rural employment, and promoting small businesses in our distribution channel” ( General
Amzad Khan Chowdhury, n .p). His son Mr. Ahsan Khan Chowdhury is the deputy managing director of
this group. PRAN-RFL group is now one of the greatest and significant and most successful companies in
Bangladesh. They are now challenging the other multinational companies. PRAN management hierarchy
contains different levels of executives ranging from managing director to area managers and
distributors. Each has their own duties and responsibilities. Its management structure is decentralized
that means the lower level managers have the rights to take regular decisions.

8. Managing
Director
CFO
Retail
Marketin
g
Manager
Retail
Services
Manage
r
Wholesale
Manager
Merchandisin
g
Manager
Shop
Manag
er
Wholesale
Services
Merchandising
Manager
Area
Manager
HR
Manager
(Chief Financial Officer)
Officer
Area
Manager
Distributo
r
Costing &
Efficiency
Manager
MIS
Manage
r
Export
Manage
r
Plant
Manag
er
Costing
Officer
Program
Exp.
Superviso
r
Dept.
Officer
Manager

9.  Product portfolio
PRAN has a complete portfolio of confectionary products. We have a full variety of kiddies & adult
confectionary - including many novelties, seasonal & exclusive items, PRAN items include lollipops,
candy, toffee, chocolate, fruit bar and Edible Jell (Own Website).

10. PRAN takes an extensive way to all forms of agro processed food products considering all of the ways of
ensuring hygienic and quality food products. In fact, PRAN want to reach to the customer’s level by
manufacturing hygienic products. As a result they are carefully monitor their production process like
examining the quality of products in a laboratory, checking the production instruments, monitoring their
employees, checking the finished products and so on. PRAN is processing more than 200 products at
national level and international level (Own Website).
 Corporate Social Responsibility of PRAN
Time to think only about profit has gone. New era has come to think about the people, who are living
around us. Here is a corporate whose corporate mission embodies in itself corporate social
responsibilities with the additional compulsion to make profits in order to thrive and grow which it must
to fulfill its corporate social responsibilities in greater measure as time passes. PRAN also has some kind
of CSR activities after profit making.
The Group’s major achievement has been to try to consolidate fragmented land holdings and to
organize farmers into ‘contract growers’ of specific crops for consumption in PRAN’s major processed
products. With the elimination of the middlemen, farmers receive fair prices for their produce & due to
technical assistance from the agro-processing industry; yields, quality and income have risen
considerably. Poverty alleviation through profitable enterprises is now a reachable goal for many
farmers. This resolution is perhaps PRAN’s greatest achievement.(Mr.Chowdhury)
The success of a business relies on a healthy environment. Company should do all they can to be good a
steward of planet’s resources. PRAN group gives CSR effort on revolving around the four premises
environment, energy preservation, community & people to improve the quality of livelihood.(Own
Website)

11. To fulfill promises to the environment, PRAN has been taken some steps such as planting trees to save
green planate in different places within country, using Effluent Treatment Plant (ETP) to ensure safe
disposal of factory wastage, using Heat Recovery Boiler to save energy in production facilities in all
locations. (Own Website)
PRAN is using SKY-Light Roof to utilize daylight during factory operation, CFL Bulbs at our Factories and
offices to reduce Power Consumption and Powered Trucks to reduce Air Pollution and usage fossil fuel
for all vehicles that help them to the energy preservation. (Own Website)
Every company has certain responsibility to the consumers as a member of stakeholder. PRAN also
support such kind of responsibility carefully. They care for consumers’ need and satisfaction, insure right
information to the customers regarding products and listening their suggestion, claims or feedback
through use of a combination of channels which include websites and Care line phone numbers, etc to
reduce any kind of misconception. (Own Website)
Organization also has some kind of responsibility to their employees. Equal opportunity, fair selection,
health and hygiene workplace and to develop the human skills, both on the and off the jobs trainings are
constantly being provided to all the workers and staffs. Insuring those issues help them to maintain the
rights of employees. (Own Website)
PRAN is promoting education and supporting several schools in their operations proving the salary of
the teachers and staffs, providing books, arranging special coaching for the students. It insure the
promise the community. They also do some philanthropic activities like helping Mosque, Temple &
Churches, working together with Red Crescent, collecting and donating blood, working for the disabled,
working with ‘SAVE THE CHILDREN’, helping the community in natural calamities and also provide
Airport Support for the Hajj Pilgrims every year from Bangladesh to KSA. (Own Website)

12.  Company Formation
(d) Article and by laws of corporation
(1) „PRAN‟ started its operation in 1981 as a processors fruit and vegetable in Bangladesh.
The company has not only grown in stature but also contributed significantly to the
overall socio-economic development of the country.
(2) “PRAN” is currently one of the most admired food & beverages brand among the
millions of people of Bangladesh and other 94 countries of the world where PRAN
Products are regularly being exported.
(3) AMCL have adopted ISO –9001 as the model for their quality mgt. system. Accordingly
a documented system of procedures and instructions has been established throughout the
organization defining business processes, responsibilities and authorities. . PRAN Food’s
contract growers cultivate the choicest fruits and vegetables, which are processed in their
modern and hygienic factories to highest quality & international standards. The Company
has the distinction of achieving prestigious certificate like ISO 9001:2000 and being the
largest exporter of processed agro products to more than 77 countries with the
compliance of HALAL & HACCP.
(4) The nature of the business or objects or purposes proposed to be transacted, promoted or
carried on are as follows:
a) To manufacture, mix, distill, clarify, bottle or otherwise prepare for marketing, purchase,
contract for or otherwise acquire, use, sell or otherwise dispose of, import, export, deal in
and deal with, either as principal or agent, any and all syrups, drinks and beverages of
every character and description, compounds, proprietary articles and preparations of all
kinds, drugs, extracts and chemicals, candies and confections of all kinds.

13. b) To do a general commission and selling agent's business, to buy, hold, own, manufacture,
produce, sell or otherwise dispose of, either as principal or agent.
c) To guarantee, purchase, acquire, hold, sell, mortgage, pledge and dispose of the shares of
the capital stock, bonds, obligations or other securities or evidences of indebtedness of
any corporation, domestic or foreign.
d) To purchase or acquire all or any part of the business, good-will, trade-names and
proprietary names, rights, property and assets, and to pay for any such business or
properties in cash, stock, bonds, debentures or obligations of this corporation.
(5) Total Revenue US $300 Million, Employees 30,000
(6) The Board of Directors may declare and pay dividends on the common stock out of the
surplus or net earnings of the corporation. In the event of any liquidation, dissolution or
winding up, whether voluntary or involuntary, of the corporation, all assets and funds of
the corporation shall be distributed and paid to the holders of the common stock
according to the number of shares by them respectively held.
(7) This Corporation is to have perpetual existence.
(8) The private property of the stockholders shall not be subject to the payment of corporate
debts to any extent whatsoever.
(b)Advantage of Public Limited Company
Advantages and reasons behind for PRAN has gone for Initial Public Offerings (IPO).
Going public is an important decision for your company, it has many strategic advantages which can
helps PRAN growth it should consider the strategic objectives it wants to achieve upon choosing this
route. It is also necessary to determine to what extent your company is ready for an IPO and consider
the steps that need to be taken in order for it to be perceived favorably by prospective investors and to
be able to operate as a public company.
Major General (Retd.) Amzad Khan Chowdhury was the founder and the managing director of PRAN
group. He decided to go public for several reasons, some of them are
 To raise funds for expansion of operations
 To secure an easier access to future capital on more favorable terms

14.  To provide liquidity and exit strategy for shareholders
 To enhance the company’s reputation and credibility
 To increase the market’s awareness of the company and its products
 To provide ‘acquisition currency’ to facilitate acquisitions of other businesses
 To attract and retain employees
 To obtain a market valuation of the company
 Going public is one kind of promotion of your product and company
 To obtain more favorable loan terms from lenders
 To improve company's debt-to-equity ratio
(c) Disadvantages of being Public for PRAN
If there are so many advantages of going public then some disadvantages are also associated with IPO
for a public Limited Company. PRAN had faced several problems while going public and after IPO phrase.
Some of them are briefly described below:
1. Expense and Time Consuming: A major disadvantage of going public through the sale of an IPO
is that it's both time consuming and expensive. Companies must pay substantial fees for filing
and acquiring the services of financial and law professionals. Some of the common fees
associated with issuing an IPO include the lead underwriter's commission, legal fees, accounting
fees and marketing costs. In Bangladesh hundreds of IPO prospects are pending to approve in
the SEC that may take to approval around 2 to 3 years.
2. Increased disclosure: When a company moves from private ownership to public, company must
to disclose their financial report and price sensitive information in the market. Companies are
required by stock exchanges, securities commissions and regulators to disclose information on a
regular basis so that investors and potential investors can make buy, sell or hold decisions. A
much greater amount of information is required at the time of the IPO and is included in the
offering prospectus. It is also a threat that PRAN’s rivals will know all the information.
3. Potential loss of control: Another disadvantage of issuing an IPO is that the company must
answer to its shareholders. When a company issues stocks, the individuals who buy the stock
are essentially owners in the company. They have the voting right to choose their own person to
lead the company. Shareholders with significant ownership in a company can vote to replace
managers and directors.

15. 4. Restrictions on management action: Management are only the paid employee and they act
and work for betterment of the shareholders wealth. An extra risk can earn more profit for
the shareholders but management does not want to take that extra risk because they fear of
losing their job. And also there is a conflict of interest between management and
shareholders. Another problem associate with is that management cannot take big decisions
without the approval of the shareholders and board of directors. It puts restriction on the feet
of managements.
 Industry Analysis
(c) Major Competitors
After independence the food habit of Bangladeshi people has been changed a lot. Besides our
traditional food consumer of Bangladesh like to take western food also after 1980s. As a result of global
marketing this was not too hard for the consumers. Different foreign food companies were established in
Bangladesh. Beverage industry is one of them. But more interestingly we don’t know beverage is also our
cultural food because beverage doesn’t mean only carbonated drinks Yoghurt, Soup and Lacchi are also
beverage of our own tradition which consumed for the last 100 years in Bangladesh.
Carbonated beverage entered into our market in the later part of 1980. At that time there were only few
companies in Bangladesh. But by the change of time and western culture influences it’s become very popular in
Bangladesh. By year 2000 more than 12 Beverage Company operating business in Bangladesh and most of
them are foreign companies.
However, The Bangladesh food and beverage sector, which comprises farming, food production,
distribution, retail and catering, was valued at ৳ 140 billion in 2012. Food & Beverage industry is one of
the major contributors to growth of all economies and has historically witnessed consistent growth. In
this market there are several companies which are providing goods of the same category. The main
Competitors are given below

16. Company
Description
Name
Customer
Revenue(2012)
Choice
Market
Share
(Out of 100)
The PRAN foods factory has
expanded substantially over the
years in all spheres of food
processing e.g. bottling, canning,
pulping, pickling, concentrating,
dehydrating as well as
installation of Bangladeshis first
Tetra-Pak facility.
The most popular name for food
products in Bangladesh is
probably Ahmed Food Products
(Pvt.) Ltd. They are exclusively
known for their Pickles and
Sauce.
40
৳ 80.3 billion
38%
10
৳ 60.6 billion
10%
Fuwang
Foods
They produce a comprehensive
range of Foods, Beverage &
Ceramic Tiles with high quality &
standard. We constantly
innovate by frequently
introducing new foods and
beverage creations.
15
৳ 65.3 billion
14%
Aftab Foods
Bangladesh
Aftab Foods Limited has started
15
its journey in the corporate world
in the middle of August 2010,
with a promise to serve quality
food products to the nation.
৳ 70.3 billion
10%
Alamin Group
One of the largest group of
companies in Bangladesh.
Primarily producing food
products. Bread, biscuits,
pharmaceuticals, beverage and
agro.
05
৳ 40.6 billion
10%
Akij Food & Beverage Ltd. has
been established at a beautiful
05
৳ 42.3 billion
10%
PRAN-Food
Ltd.
Ahmed Food
Products
(Pvt.) Ltd
Akij Food &

17. Beverage Ltd
site Krishnapura, Dhamrai of
Dhaka. It has come with the best
food & beverage in Bangladesh.
There are various types of drink,
snaks and other products.
Sanowara
Group
Sanowara Group of Companies is 10
a country-wide well reputed
organization in business arena in
Bangladesh. At first the company
launched it’s business in the
name of Sanowara Corporation
was setup in 1978 as a sole agent
of Australia based dairy food
manufacturer. Since then the
company represented numerous
international manufacturer of
food items all over Bangladesh.
৳ 30.3 billion
08%
From the above chart we can see that, PRAN foods are the leading business institute of Bangladesh in terms of its
revenue and customer choice as well as market share. After the PRAN foods, Fuwang Foods, Aftab Foods
Bangladesh, Ahmed Food Products (Pvt.) Ltd, Sanowara Group are the leading business unit in terms of
revenue and customer choice gradually.
On the other hand, the economic slump has had an adverse impact on most Food & Beverage industry.
The major problems faced by the industry are rising food prices, increasing transportation costs due to a
rise in oil prices, and decline in consumer spending. Nevertheless, the Food & Beverage industry has
been relatively less affected when compared to other industries. This is mainly attributed to the fact
that food products continue to be essential to consumers in spite of the slowdown.
(d) SWOT analysis

18.  Strength:
1. Brand image:
Firstly, PRAN has stayed in the local market in Bangladesh for many years. So they are so
experienced and stationed in people’s mind deeply. Everyone in Bangladesh is aware of PRAN.
PRAN portrays different kinds of products which are already exist in the market and people like
it. So there is strong brand preference for PRAN over other substitutes in the mind of a number
of consumers.
2. Superior quality control measures:
PRAN maintain and control the superior quality of the product. It is the policy of agricultural
marketing company limited to market products of consistent quality at home and abroad as per
would standards produced by in accordance with good manufacturing practices.
3. Integrity:
PRAN believes success depends upon the quality and value of their products by providing a safe,
wholesome economically efficient and a healthy environment for their customers and by
providing a fair return to their investors while maintaining the highest standards of integrity.
4. Market share:
Because of the variety of the product PRAN leads in the share market and increasing the market
share.
5. Customer satisfaction:
Whenever PRAN exist in the market, that time customer consumed their product. They launch
different kinds of product and the price of the product is measurable. So the customer satisfied
with the PRAN product.
 Weaknesses:
1. Limited decision taking capacity:

19. The PRAN Company exists under the rules and regulation of agricultural marketing company
limited. So PRAN cannot take any instant decision to adjust the sudden market changes.
2. Price disadvantage:
Sometime price of the product may be varying because of raw material. Because of the price of
the raw material which is also the key ingredient of their product line, is comparatively
expensive than that of their competitors in Bangladesh especially the emerging ones. So this
makes them sell their products at a higher cost than most of their competitors.
3. Lowest per capita consumption:
Bangladesh has the lowest per capita consumption in the entire world. So upper class and middle
class can bear the PRAN product but the lower class people cannot bear it.
4. Lack of geographical coverage:
Sometime the PRAN product cannot reach in the definite geographical area because of lack of
communication.
 Opportunities:
The main opportunities, facing by the PRAN Food Company’s product line are as follows:
1. The agriculture sector is the largest contributor to GDP. So PRAN produced canned fruit
and vegetables, mushrooms etc and it is the part of agriculture. So it’s an opportunity to
contribute to GDP.
2. The crop production system is highly labor intensive and there is an abundance of labor
in the country.
3. Through the production of the PRAN product the employment opportunity are increased
in Bangladesh.
4. Through the production of the good product there is a great opportunity to attract the
foreign investors.
5. Company can develop the effective distribution system.
6. PRAN Company can make survey to make effective product.

20.  Threats:
Every company faces threats when they newly enter into market or for the existing company.
Threats facing the PRAN Food Company are as follows:
1. PRAN has many competitors which are marketing dairy products. It has a strong
competitor (Arong) in producing Chocolate Milk.
2. Uprising commodity price is also a threat for the product in newly introducing into the
market.
3. Bangladesh government may establish a stringent product safety law, which would entail
product redesign work.
4. PRAN mainly produced the agro- based product and most of the products are perishable.
So it has to be preserved system.
5. And finally Current political unstable situation may affect the new product launching
activities.
 Conclusion
Organizations in our era are extremely sensitive - as they must be - to demographic, political,
technological and economic develop. PRAN is currently one of the most admired food & beverages
brand among the millions of people of Bangladesh and other 94 countries of the world
where PRAN products are regularly being exported. All the PRAN products are produced as per
international standards maintaining highest level of quality at every stages of its production process. But
it is a matter of fact that despite this large success PRAN has various problems too which are creating
barriers in their way to further success. Problems like barriers in exporting to India, employee conflicts,
inadequate physical facilities etc are creating problems in expanding the business of PRAN. So in our
opinion after doing this report, PRAN needs to put more efforts and create some additional effective
strategies to be more successful.

21.  References
1. Zabir Abdullah, Raisul Abdur and Sakib Ahamed (2012): “Marketing Mix Analysis and Competitors
Evaluation: ran RFL Group” retrieved from http://www.slideshare.net/Mouri36/PRAN-rfl-groupmarket-analysis#
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website of PRAN-RFL group available at www.PRANfood.net
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http://www.gatesfoundation.org/learning/pages/PRANrflgroup/marketanalysis/grantee-caredairy-productivity-bangladesh.net
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Retrieved from http://www.PRANfoods.net

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PRAN
Foods
Ltd. Retrieved September 05, 2013, from http://www.PRANfoods.net/product.php
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http://www.gafspfund.org/content/PRAN-group-bangladesh
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