WELCOME

TO OUR

PRESENTATION

WE ARE

NAME ID

Ariful islam 162

Rizwan Mahbub Khan 051

CORE COMPETENCIES &BUSINESS LEVEL STRATEGY of

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).

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

Competitive Advantages:

Big Market Share.

Positioning / Brand image.

Can serve over the country.

Exporting.

First Mover.

Many diversified Sectors.

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.

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).

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.

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.

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.

Uniqueness:

Some Non Standardize product.

Some differentiated product out of reasonable

price.

Some Diversified Product:

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