Professional Documents
Culture Documents
Company Name: PRAN - RFL GROUP: Rumana Afrin
Company Name: PRAN - RFL GROUP: Rumana Afrin
Company Name: PRAN - RFL GROUP: Rumana Afrin
Submitted To:
Rumana Afrin
Department Of Management (FBA)
AIUB
Submitted By:
Group 3: TEAM STARK
Letter of Transmittal
17 April, 2017
Rumana Afrin
Department of management
Faculty of Business Administration
American International University Bangladesh.
Subject: Letter of transmittal
Dear Madam,
With due respect, we would like to inform you that it is a great pleasure for us to submit the
Final report on “PRAN-RFL group”. We have tried to make the report a comprehensive one
within the given period of time.
While conducting the report, we have gathered loads of knowledge about the performance
Of the company and many more different aspects of a renowned bank in Bangladesh.
We, therefore, would like to request you to accept this report and give us a proper feedback
On the report.
Regards,
Imtiaz Alam
Setu, Tarik Adnan
Hoque Anindita
Masud Mahadi
Mahrin Mostofa
Organization Profile
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, 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 expansion 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
GROUP – 3 [TEAM STARK] 4
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 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.
Mission
‘Poverty and hunger and curses’ – Mission of Pran-RFL group. Therefore, 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.
Core Values
PRAN-RFL believes in providing quality by considering the customers’ demands and expectation.
Continuous innovation and improvement is the motive of the organization by focusing customers and
tries to maintain fairness and transparency in all segments. The corporate values for PRAN-RFL are-
Consumer care
Suppliers care
Employee care
Trade care
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.
Strength: Weaknesses:
1. Brand image: 1. Limited decision taking capacity:
Firstly, PRAN has stayed in the local market in The PRAN Company exists under the rules and regulation of
Bangladesh for many years. So they are so experienced agricultural marketing company limited. So PRAN cannot
and stationed in people’s mind deeply. Everyone in take any instant decision to adjust the sudden market
Bangladesh is aware of PRAN. PRAN portrays different changes.
kinds of products which are already exist in the market
and people like it. So there is strong brand preference for 2. Price disadvantage:
PRAN over other substitutes in the mind of a number of Sometime price of the product may be varying because of
raw material. Because of the price of the raw material
consumers.
which is also the key ingredient of their product line, is
comparatively expensive than that of their competitors in
2. Superior quality control measures: Bangladesh especially the emerging ones. So this makes
PRAN maintain and control the superior quality of the them sell their products at a higher cost than most of their
product. It is the policy of agricultural marketing competitors.
company limited to market products of consistent quality
at home and abroad as per would standards produced by 3. Lowest per capita consumption:
in accordance with good manufacturing practices. Bangladesh has the lowest per capita consumption in the
entire world. So upper class and middle class can bear the
3. Integrity: PRAN product but the lower class people cannot bear it.
PRAN believes success depends upon the quality and
value of their products by providing a safe, wholesome 4. Lack of geographical coverage:
economically efficient and a healthy environment for Sometime the PRAN product cannot reach in the definite
geographical area because of lack of communication.
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.
Opportunities: Threats:
The main opportunities, facing by the PRAN Food Every company faces threats when they newly
Company’s product line are as follows: enter into market or for the existing company.
Threats facing the PRAN Food Company are as
1. The agriculture sector is the largest contributor to follows:
GDP. So PRAN produced canned fruit and vegetables,
mushrooms etc and it is the part of agriculture. So it’s an
1. PRAN has many competitors which are marketing
opportunity to contribute to GDP.
dairy products. It has a strong competitor (Arong) in
producing Chocolate Milk.
2. The crop production system is highly labor intensive
and there is an abundance of labor in the country.
2. Uprising commodity price is also a threat for the
product in newly introducing into the market.
3. Through the production of the PRAN product the
employment opportunity are increased in Bangladesh.
3. Bangladesh government may establish a stringent
product safety law, which would entail product
4. Through the production of the good product there is a
redesign work.
great opportunity to attract the foreign investors.
4. PRAN mainly produced the agro- based product
5. Company can develop the effective distribution
and most of the products are perishable. So it has to
system.
be preserved system.
6. PRAN Company can make survey to make effective
5. And finally Current political unstable situation may
product.
affect the new product launching activities.
1. Threats of new entrants: Threats of any new competitors are high in the
business of PRAN-RFL group. Because any type of companies can enter in the
business, as it is possible to get trade licenses from Government.
5. Current Rivalry: Current rivalry is very much high of the PRAN-RFL group. As
there are some huge groups Like Akij group and others, so it is seen that the
rivalry amongst the current companies are very high.
As being a very Successful Organization and their flawless management system enabled Pran
group to enjoy economic of Scale through their profit maximization but as being a part of the
culture of Bangladesh through their share of Quality products they should also emphasize
products that are within in the purchasing power of the General people of Bangladesh and
ensure that products should be of quality that equal in aspects to compete with the
international standards.
http://www.pranfoods.net/export_history.php
http://rflplastics.com/about-us/
http://www.rflbd.com/career/Growth_Opportunity.php
www.rangpurfoundry.com/annual_report/annual_report_2012.p
df
http://studylib.net/doc/7157112/close-competitors-of-pran-rfl-
group
https://www.coursehero.com/file/11864725/SWOT-Analysis-of-
PRAN/
http://www.academia.edu/22501773/Term_Paper_On_Financial_
Performance_Analysis_Of_PRAN
http://dspace.bracu.ac.bd:8080/xmlui/bitstream/handle/10361/3
364/09304061.pdf;sequence=1