I would Like to see Aarong After 3 Years:

As Local pioneer Aarong & AAF is the current Market leader in Bangladesh, I look forward. I hope
Aarong can grab most market share in the retail shop sector. Though Aarong is currently selling
garments and handicraft product in Bangladesh. Aarong has own production support and own
design department, so that Aarong has strong point for development opportunity. I hop
Aarong can be most popular and strong brand with maximum market share in three years.
Bangladesh garment and handicraft product has huge popularity all over the world and
Aarong has strong brand name. In this case I thing Aarong can start its journey outside
Bangladesh. It can be another opportunity of expanding its business. May Be some Retail
outlet can best up outside the country in next three years.

SWOT analysis of Aarong

SWOT analysis is a powerful technique for understanding organizations strength and weakness and
looking for the opportunities and threats it may face. Used in a business context it helps organization
crave a sustainable niche in a market. This analysis is mainly based on a current market situation.
Strength 
 Brand Name
 Market leadership
 Customer loyalty
 Sales
 Product quality
 Production centers 
Aarong & AAF is the pioneer organization in handicraft. Aarong has more than 68 % market share,
which makes it the market leader. And over these years Aarong has built a strong brand name in
home and abroad. The products quality maintains a certain standard and it secured Aarong with loyal
customers. Aarong’ s one of the biggest strengths is its production centers (AAF). The sale of
Aarong is so high that it has almost “zero” production damage rate which reduces producing costs.

Weakness
 High price 
 Similar design 
 Limited R& D 
  Limited outlet Opportunity 
 Even though Aarong is the market leader it still has its drawbacks, one of the weakness is Aarong
charges higher price for their products on the other hand the competitors charges lower price for the
products. It not only reduces Aarong’ s sale but also similarity in design as boutiques are coming up
with similar designs. Aarong has its outlets in Dhaka, Chittagong, Sylhet and Khulna, Narayangonj,
Comilla, but they do not have any outlets in Rajshahi, Rangpur, and Jessore etc.

Opportunities:
 New distribution channel
 New market segment 
 Seasonal fashion influence 
Aarong can go for new outlets in different cities. They can also start joint venture with other
boutiques so that they can have more coverage in home and abroad. Aarong has no seasonal
collection; they can start seasonal collection for each season it will give them opportunity to attract
new markets.

Threats:
 Innovation Threats 
 Competitors 
 Price competing
 Even though Aarong does not have any big competitors now but the number of completions
is ever growing. There is always new competitors’ threat. And the number of consumers for
other boutiques is increasing which will eventually decrease Aarong’ s market and as well as
sales.

How Aarong

 Aarong has Strong brand value and Customer loyalty in Handicraft sector, by this strength, high
price factor may be covered up with rivals in competitive market.
 Big and branded outlet can bet the limitation of outlet in market.
 Product quality and production strength may make a shade of similar design weakness.
 Aarong has strong designing people for both male and female specially lunching new brand name
“Taga Man” will fight with Innovation in market competition.