MKT

MARKETING STRATEGY OF PRAN MANGO JUICE IN AGRICULTURAL

MARKETING COMPANY LIMITED (AMCL), BANGLADESH

1.0 INTRODUCTION

In our country many organizations are performing a lot of activities to make efficient

and effective their working condition or make the organization profitable through

marketing and taking so many challenges. Along with this they are also very much

concerned about their promotional activities. The PRAN Agricultural Marketing

Company Limited is one of them who are performing their marketing strategy very

effectively.

1.1 ORIGIN OF THE REPORT

The report was assigned by Mr. Samsu U Shakib, Lecturer, Department of Business

Administration, Leading University, Sylhet.

This assignment is a part of “Marketing Management (MKT-312)” course under the

BBA curriculum.

1.2 PROBLEM AND PURPOSE

1.2.1 PROBLEM STATEMENT

This report seeks to address the following requirement: “To study about the

Marketing practices followed by The PRAN Agricultural Marketing Company

Limited.”

1.2.2 PURPOSE OF THE REPORT

The objective of the report is- “To acquire the practical knowledge of

marketing practices of The PRAN Agricultural Marketing Company Limited

(AMCL).”

1.3 LIMITATION

Because of the lacking of sufficient data and keeping the information secret

by the company, we have not been enabled to cover all the parts very clearly

and perfectly.

SECONDARY SOURCES:

The secondary sources include:

Annual Reports of “PRAN”.

Website of the observed company - www.pranfoods.net.

2.0 AN OVERVIEW OF THE PRAN AGRICULTURAL MARKETING

COMPANY LIMITED

2.1 HISTORY OF AGRICULTURAL MARKETING CO. LTD.

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. Since its inception in 1980, PRAN Group has grown up in stature

and became the largest fruit and vegetable processor in Bangladesh. It also has the

distinction of achieving prestigious certificate like ISO 9001:2000, and being the

largest exporter of processed agro products with compliance of HALAL & HACCP to

more than 70 countries from Bangladesh.

PRAN is the pioneer in Bangladesh to be involved in contract farming and procures

raw material directly from the farmers and processes through state of the art

machinery at our several factories into hygienically packed food and drinks products.

The brand “PRAN” has established itself in every category of food and beverage

industry and can boost a product range from Juices, Carbonated Drinks,

Confectionery, Snacks, and Spices to even Dairy products.

Today, “PRAN” its authentic refreshing juice drinks products, but also for its mouth

watering quality confectionery products with high visual appeal and exciting texture.

We intend to expand our presence to every corner of the world and strive to make

“PRAN” a truly international brand to be recognized globally.

The brief history about the company profile is given in the following Table:

Table 1: Company Profile

Corporate Headquarter Property Heights, 12 R K Mission Road, GPO Box –

83, Dhaka 1203, Bangladesh

Contact Phone 880-2-9563126,  880-2-7167412,  880-2-7167416

Fax 880-2-9559415

Email [email protected]

Web www.pranfoods.net

3.0 STRATEGIC ANALYSIS

3.1 MISSION

“Poverty and hunger are curses”.

3.2 OBJECTIVES

To generate employment and earn dignity and self-respect for our compatriots

through profitable enterprises.

3.3 FINANCIAL OBJECTIVE

To earn an annual Return on investment (ROI) over next years of 21.31

million after tax.

To provide dividend @ 28% to the shareholders for the year 2007-2008.

3.4 MARKETING OBJECTIVE

To occupy the market as a market leader through creating brand equity.

To earn customer satisfaction and build positive image by maintaining the

quality of product and transparency in dealings with high quality of service.

4.0 STRUCTURE OF THE COMPANY

4.1 JOB SPECIALIZATION

Agricultural marketing company ltd. (AMCL) has divided its total works into

smaller component parts. The parts are

Production

Finance

Marketing

4.2 DEPARTMENTALIZATION

The process of grouping jobs according to some logical arrangement, AMCL is

grouping its job involving the following activities by the functional

departmentalization. Organizational level of the Organization has been described

below in brief:

Board of Directors: Well established and reputed professionals and business person

of Bangladesh. They are the followings:

Chairman: He is the well known business person in Bangladesh.

Managing Director: The member selected by other members who set up the

organizational mission, set higher quality product and dominant in the world

marketing company.

Deputy Managing Director: He is a member of the board of Director. He selects the

organizational goals and plan. Now he rolled in planning and production.

General Manager: The function of General Manager is to make quality production,

setting goals. He also emphasizes the Maintenance Department.

Assistant General Manager: He sets the plans for other departments as per making

of production. The functions also are to make higher quality production, increase

productivity and cost control.

4.2.1 FINANCE AND ACCOUNTANT DEPARTMENT

The department pays salaries, wages and calculates company’s financial

statement.

4.2.2 MARKETING DEPARTMENT

Markets over the world are controlled by their accumulated decision. Right time

advertisement, control taxes and vat, clearing and forwarding is the object of

export department. Import department purchases raw materials and other

equipments as per production schedule. This department also takes so many

promotional activities for promoting the product.

5.0 SITUATION ANALYSIS

It describes the company’s overall position comparing with others. It also tells what

kinds of benefits the company enjoying and what are its limitations and how it can

overcome these by taking corrective measures. The following things can be done for

analyzing AMCL.

5.1 SWOT ANALYSIS

Chart 01: SWOT Analysis

5.1.1 STRENGTH

AMCL has good quality and hygienic products.

It has advanced technology.]

Pioneer in manufacturing high quality beauty and personal care

products in this subcontinent.

Strong and qualified management.

Commitment to be directed towards to quality service.

Competitive price/commission.

Trained salespeople and committed employees to customer.

Forward looking and continuous development.

Organizational culture to value the customers most.

Product recognition already exists in customer mind.

5.1.2 WEAKNESSES

Difficult to manage large employees.

High cost for the training of the salespeople.

Less attractive packaging in case of some laundry shop.

Absence of teamwork between branches.

Heavily depends on head office for decision making.

Lack of incentives and rewards from the management

section.

Sometimes lack of motivation of workers.

5.1.3 OPPORTUNITIES

Expand market internationally.

It can Increase the demand in the customer mind through most

visible advertising.

Through huge investment in potential country.

To relate the management properly.

5.1.4 THREATS

Some other company (like ACME, Akij).

Country’s strict rules and regulations.

Customer awareness of pricing and service.

Political stability breakdown the outcome result.

6.0 MARKETING MIX

Marketing mix is the set of marketing tools that the firm uses to pursue its marketing

objectives in the target market. This marketing tool involves 4 P’s of marketing:

Product, Price, Place and Promotion. The particular marketing variables under each P

are shown below:

Chart 02: Marketing Mix

6.1.3 VARIOUS DRINK OF PRAN

PRAN drink is a liquid specially prepared to fulfill people's non carbonated

flavored drinks needs. The thirst quenching flavor drinks provide a good range

of fruit flavor that contains vitamins and gives taste of fruit.

Table 05:  Various Drink of PRAN

Drink

Fruit drink Instant powder drink Pure drinking water

Marketing Mix

ProductProduct variety

QualityDesign

FeaturesBrand NamePackaging

SizesServices

WarrantiesReturn

PricesList priceDiscount

AllowancesPayment period

Credit terms

PromotionSales promotion

AdvertisingSales Force

Public relationsDirect Marketing

PlaceChannelsCoverage

AssortmentsLocationsInventoryTransport

Target Market

Fruit Shape,Toy Shape

(50ml), litchi Orange

(120ml), Litchi, Fruit

Cocktail, Mango,

Pineapple, Lemon,

Orange, Strawberry,

Apple(170ml), Fruit

Cocktail, Pineapple,

Orange, Strawberry,

Litchi (400ml),

Orange,

Mango,

Lemon,

Strawberry,

Pineapple,

Komla

Mineral Water 600ml,

Mineral Water 1500ml,

Mineral Water 2000ml

6.1.4 VARIOUS CONFECTIONARY ITEMS OF PRAN

PRAN has a complete portfolio of confectionery products. We have a full

variety of kiddies & adult confectionery - including many novelties, seasonal

& exclusive items, PRAN items include lollipops, candy, toffee, chocolate,

fruit bar and instant consumable jelly.

Table 06:  Various Confectionary items of PRAN

Confectionary

Candy Lollipop Instant consumable

jelly

Food

bar

Deposited candy, hard-boiled

candy, medicated candy,

chewing-gum, soft chew

Hand Lollypop,

Lollipop Sticks,

Star Lollipop,

Fruit Magic,

Fruit Magic Plus,

Love Jello, Magic

Peanut

Bar,

Mango

candy, chocolate and toffee Whistle Lollipop Cup, Magic Cup Plus,

Magic Stick

Bar

6.1.5 VARIOUS CULINARY ITEMS OF PRAN

PRAN culinary foods has a unique model of sourcing and displaying

Bangladesh's finest foods on a custom-designed stand in some of the best food

shops.

Table 07:   Various Culinary items of PRAN

Culinary

spice Mix

spice

Pickl

e and

chutn

ey

Sauc

ketc

up and

paste

Jam

and

jelly

tea Musta

rd oil

noodl

es

Rice

amd

allied

produc

ts

Others

Chili,

Turmeric,

Coriander,Cumin Seed

Curry Powder,

Fish Mix,

Haleem Mix,

Chatpati Mix

Boroi

,

tetul,

mang

o,

olive

Hot Tomat

o Sauce,Tamar

ind Sauce,Thai Chili

Sauce,Tomat

o Ketch

up,Tomat

o Paste

Apple Jelly,Orang

e Jelly,Mango Jam,Pineap

ple Jam,

Mixed Fruit Jam

CTC Clone Tea,Tea

Premium,BOP Tea

Mustard Oil

noodl

es

Kalijeera

Rice,Chinig

ura Rice,

Flattened

Rice,Puffed Rice

Rose

water,

white

vinega

r, hard

molas

ses,

lachch

a

semai,

6.1.6 VARIOUS SNACKS ITEMS OF PRAN

A snack food is seen in Asian culture as a type of food not meant to be eaten

as a main meal of the day - breakfast, lunch, or dinner - but one rather that is

intended to assuage a person's hunger between these meals, providing a brief

supply of energy for the body. The term may also refer to a food item

consumed between meals purely for the enjoyment of its taste. PRAN snack

foods are typically designed to be portable, quick and satisfying. PRAN snack

foods are designed to be less perishable, more durable, and more appealing

than prepared foods.

Table 08:  Various Snacks items of PRAN

Snacks

Biscuits and

bakery

Fried snacks Pallet snacks Puffed

snacks

Other

ethnics

Biscuits,

wafer, toast,

cakes

Chanachur, dal, chotpot, alubjujia,

badam bhaja, ChotPotMachmacha

Chicken Bite,Potato Chips,

SolderCrackers,Junior Crackers

Ringo Chips,Hot & Sour

Chira laddu,

muri moa

6.1.7 VARIOUS DAIRY ITEMS OF PRAN

Dairy products are generally defined as foodstuffs produced from milk. They

are usually high-energy-yielding food products. Raw milk of PRAN collected

from farmers and PRAN dairy factory processes it into a variety of dairy

products. Milk is separated by large machines in bulk into cream and skim

milk. The cream is processed to produce various consumer products,

depending on its thickness, its suitability for culinary uses and consumer

demand.

Table 09:  Various Dairy items of PRAN

Dairy

Liquid milk Powder milk Dairy and allied products

UHT milk,

pasteurized milk

Full Cream Milk Powder Flavored Milk Chocolate,Flavored Milk Mango,

Premium Ghee,Pasteurized Milk Mango,

Pasteurized Milk Chocolate

6.1.8 PRODUCT INFORMATION OF PRAN MANGO JUICE

Product information of aseptic pack has been shown in the following table:

Table 10:  PRAN MINI JUICE (65ml) (2)*

         Load in 20' Container

Load in 40' Container

Pack Type Code Flavor Weight/Pack Pack/Ctn Ctn Ctn

Aseptic Pack

311393114031138

OrangeLitchiMango

65ml80

pc's/Ctn2200 5170

Table 11:  PRAN JUNIOR JUICE & PRAN JUICE PACK (125ml) (2)*

         Load in 20' Container

Load in 40' Container

Pack Type Code Flavor Weight/Pack Pack/Ctn Ctn Ctn

Aseptic Pack

3112231123311213112431145

OrangeLitchiMangoCocktailMango

125ml80

Pack/Ctn2100 4935

Table 12:  PRAN PREMIUM JUICE & CLASSIC JUICE (200ml) (2)*

         Load in 20' Container

Load in 40' Container

Pack Type Code Flavor Weight/Pack Pack/Ctn Ctn Ctn

Aseptic Pack

351473174535146

OrangeMangoFruit

Cocktail

200ml

27 Pack/Tray

3700 8695

48 Pack/Ctn

2196 5161

Table 13:  PRAN PREMIUM JUICE & CLASSIC JUICE (250ml) (2)*

         Load in 20' Container

Load in 40' Container

Pack Type Code Flavor Weight/Pack Pack/Ctn Ctn Ctn

Aseptic Pack

3500435007350063500335005

CocktailOrange

PineappleMangoGuava

250ml

24 Pack/Tray

3150 7403

27 Pack/Tray

3100 7285

Table 14:  PRAN PREMIUM JUICE & CLASSIC JUICE (1000ml) (2)*

         Load in 20' Container

Load in 40' Container

Pack Type Code Flavor Weight/Pack Pack/Ctn Ctn Ctn

Aseptic Pack

31183311803118231181

OrangeCocktailMangoMango

1000ml12

Pack/Ctn1900 4465

6.2 PRICE OF THE PRAN MANGO JUICE AND ITS MATERIALS NEEDED

AMCL costing system falls more or less batch-level and unit-level costing system,

which is widely known as job order costing system. As each job begins, its own job

cost record is created. As units are worked on, entries are made on the job cost

record.

6.2.1 DIRECT MATERIAL OF PRAN MANGO JUICE

Material requisitions are the source of direct material cost. In AMCL, Raw

material’s cost that is needed to complete a batch of product is called Direct

Material Cost.

6.2.1.1 MAJOR RAW MATERIALS PROFILE

Mango pulp

Water

Sugar

Citric acid (E-330)

Vitamin-C (E-330)

Stabilizer (E-1415)

Vitamin-A (E-160)

Natural identical mango flavor

6.2.1.2 MAJOR NUTRITION FACTS

Amount per 125 ml container of PRAN mango juice

Calories- 640

Fat calories- 0

Total fat- 0 g (0%)

Sodium- 10mg (0.4%)

Total carbonate- 16g (5.2%)

Sugar- 15g

Protein- 0g

6.2.1.3 PRICE CATEGORIES OF DIFFERENT PRAN

MANGO JUICE BASED ON SIZE

Table 15:  price categories of different PRAN mango juice

Name of the items Quantity (ml) Price/unit (Tk.)

PRAN mango juice pack 65 10

PRAN mango juice pack 125 12

PRAN mango juice pack 200 14

PRAN mango juice pack 250 16

PRAN frooto pet bottle 1000 60

PRAN glass bottle 250 12

PRAN tin canned 250 25

PRAN non-returnable 250 18

glass bottle

6.3 FINANCIAL PERFORMANCE OF THE COMPANY

A number of financial ratios are used to assess how well the company is doing

from the standpoint of the stockholders. These ratios naturally focus on net income,

dividends, and stockholder’s equities.

Table 16: Financial Performance

Year

Earning Per

Share

Net Profit After Tax

(value in ‘000 Taka)

Price Earning

Ratio

Dividend

(%)

2004 50.39 29,839 10.39 24

2005 50.96 36,088 10.19 26

2006 33.90 24,580 10.67 26

2007 36.66 28,519 10.44 26

2008 44.94 35,950 25.41 28

Source: annual report of AMCL (2007-2008)

6.4 PLACE

The AMCL has already captured all over the country. It has

distributed it’s product from urban to rural area. All people

are also habituated with that product. As it is a consumer

products so every people needs it. From child to old, each

person feels its necessity. So it’s coverage all over the country

and all kinds of people. And finally it has also enabled to do

that. Almost it follows mass segmentation.

6.5 PROMOTION

Promotion is the direct inducement that offers an extra value or incentive for the

product to the sales force, distributors or the ultimate consumers with the primary

objective of creating an immediate sale. Through applying sales promotion,

advertising, sales force, public relations, and direct marketing, the communication

between customers and buyers becomes static which is very effective for the upgrade

marketing of the PRAN mango juice.

6.5.1 CONSUMER ORIENTED PROMOTION

6.5.1.1 SAMPLING

Consumers are given some quantity of a product for no charge to induce

trial. This process is very effective in case of new product promotion but

very costly. Mostly appropriate for the product that meets the following

criteria. Products are relatively low unit value, sample does not cost much.

As for example, PRAN mango juice of 65 ml, 125 ml, 200 ml. are very

attractive for their own low unit value. Products are divisible that means

product can be made in smaller sample and sample can demonstrate the

overall features of the product. As for example, PRAN mango juice has

different categories of products varying from their small size to bigger size

glass bottled and pet bottled orientations to the consumers. Purchase cycle

is relatively short, so that consumers will consider an immediate purchase

or will not forget about the brand before next purchase.

There are various types of sampling methods which are given below:

Door to door sampling: Product delivered directly to

prospect’s residence. Very costly but effective. Newspapers are

widely used for door-to-door sampling.

Mail Sampling: Appropriate for small, lightweight, non-

perishable product. Postal restrictions and increasing postal rates

are the two main drawbacks of this system.

In store sampling: Marketers hire temporary demonstrator

who set up a table or booth and offers sample to passing by

shoppers. Very effective for food products.

On package sampling: A sample of a product is attached to

another item. Very cost effective for multi product firms that

attach a sample of a new product to an established brand. In this

case the established brand act as carrier and no additional cost is

involved. The main drawback is that it may not reach to the non-

users of the established brand (carrier of the sample). To

overcome this marketer can use multi brands as carrier.

6.5.1.2 COUPON

This is the oldest, most widely used and most effective sales promotion. It

encourages repurchase. It is effective for consumers who are very price

sensitive. Newspapers are widely used to distribute coupon. FSI (Free

standing Insert) through newspaper is also widely used. Coupon helps

company to achieve sale through “PULL” strategy and reduces the

dependability on retailers which is authentically followed by the PRAN

Company.

The following coupon strategies are followed by the company when it is

tending to increase its sales promotion:

Bounce Back Coupon: This is attached (engraved) to the

package of a particular brand and helps to achieve repurchase of

the same brand.

Cross ruff Coupon: This is attached to the package of

different brand.

Instant Coupon: This is attached to the outside of the

package and consumers can instantly rip off and get the product

immediately.

In store coupon: Normally distributed in the store. Can be

distributed by persons or “Coupon Dispenser Machine”.

6.5.1.3 CONTEST AND SWEEPSTAKES

The following bullets are different practiced methods effective for

promoting sales in PRAN Company:

6.5.1.3.1 CONTEST

This is a promotional tool where consumers compete for prizes or

money on the basis of skills or ability. Consumers have to fill up some

forms for entry into the competition and needs to show some proof of

purchasing the product. It is widely practiced in Bangladesh by

newspaper companies during World Cup Football and in the time of

various traditional festivities of Bangladesh.

6.5.1.3.2 SWEEPSTAKES

Here winners are determined purely by chance. It’s a kind of game.

Example: “Scratch card in PRAN mango juice”

There are other kinds of consumer sales promotion; like the following

bullets:

Bonus pack: Offering extra amount of product at a regular

price.

Price off: Reducing price of the brand for a short duration.

Can influence consumers very strongly at the POP when

price comparison is made.

Event Marketing: A type of promotion where a company or

brand is linked to an event (Fantasy Kingdom).

6.5.2 TRADE ORIENTED PROMOTION

This opportunity is basically given to the retailers and distributors. This is

done to increase company sales through “PUSH” Strategy; which is done by

the PRAN Company for their sales promotion.

There are some kinds of Trade Promotion as the follows:

Contest and Incentive.

Trade allowance (buying allowance, promotional allowance, slotting

allowance)

Sales Training

Commissions

Others (financial support, decoration of the store etc)

By the by, Public Relations is one type of promotional tools to increase its

sales to the market and to position the market leadership of the total market

in the country aspect. PRAN has very strong public relations through

initializing its socio-economic activities like: concert drawn for donating to

the helpless of the society, giving scholarship to the poor meritorious

students, for incepting plantation program throughout the country in a

medium-large scale.

Public relations or PR is an organizational activity involved with

fostering “good will” between a company and its stakeholders.

Company’s stakeholders include suppliers, distributors, consumers,

govt., pressure groups, share holders, employees etc.

PR is a broad organizational function. MPR (marketing oriented public

relation) is one of the aspects of that. MPR focuses on consumers

basically.

6.5.3 MARKETING ORIENTED PUBLIC RELATION (MPR)

The following types of MPR are basically fruitful to increase the sales of

the company:

6.5.3.1 PROACTIVE MPR

Product releases announce new products, provide relevant information

about products features and benefits, and inform interested

listeners/readers how additional information can be obtained. A product

release is typically aired on TV or published in a product section of trade

magazines or business publications, in the business section or consumers’

section. There could be many other forms of proactive MPR. Whatever

may be the form, the aim is to establish a good relation with public/stake

holders. Some commonly used other forms of proactive MPR are:

Arrange/participate seminar.

Participating society based movement programs.

Sponsorship.

Charity / Donation.

6.5.3.2 REACTIVE MPR

Unanticipated market place developments can place an

organization in a vulnerable position that demands reactive

MPR.

These are done to rebuild company’s image which is

eventually at stake for some reasons.

Reactive MPR is also done to overcome rumor.

There are many instances that companies had to go for

reactive MPR to rebuild image.

The problem of reactive MPR is that it may not work as bad

publicity spread at the speed of fire.

6.6 COMMUNICATION

Communication is the most important factor in the company to increases its sales.

PRAN Company has good communication power to increases its sales. They follow

the effective communication strategy in the market to attract the customer and retain

the royal customer by its networking.

6.6.1 COMMUNICATION OBJECTIVES

The firm intends to focus its promotional efforts towards awareness

development and knowledge sharing among the target audience over the

years of its operations. It also tries to build brand loyal.

6.6.2 DESIGNING THE MESSAGE

` In determining the message content, the firm prefers to have a combination

of both rational and emotional appeals. The emotional appeals have got

preference over the other of operations. However, the firm shifts its

preferences to rational appeals with the competitors entering the industry or

as a tool used to impose entry barriers.

6.6.3 COMMUNICATION CHANNELS

The personal communication channel is used for the firm. This will include

face to face, online, and other relationship marketing measures to make the

customer group attracted to this product. Beside the marketing people, the

opinion leaders and social influential is the most effective medium in this

regard. The non personal channel such as both print and electronic media

and events is used occasionally to convey the messages.

6.6.4 THE PROMOTIONAL TOOLS

The firm’s promotional tools are advertising, public relations and publicity,

and Sales promotion. Each is summarized as follows:

6.6.4.1 ADVERTISING

The effort remains very frequent times over the years. The company used

television as a main media for promoting their products. Besides this, they

Advertisement

use Newspaper, Billboard etc. to convey their message to the target

audience.

Bill-Board Newspaper Magazine

Fig.: Different advertising media

7.0 SUMMARY, CONCLUSION AND RECOMMENDATIONS

7.1 FINDING SUMMARY

We can make a summary from our findings in regard of marketing strategy which

are given below:

Televisionnnnnnnn

PRAN Mango Juice

Mango

Juice

PRAN MANGO JUICE

STRENGTH IS LIFE

The company follows the narrow span of control.

The company produces a wide range of juice, beverage, confectionary,

culinary, snacks and dairy products. Each item is called a batch.

It provides huge advertisements.

The company is too much concerned about the quality of the product.

It also tries to offer a reasonable price which can be acceptable by the

customer.

AMCL costing system falls more or less batch-level and unit-level costing

system, which is widely known as job order costing system.

The current position of the company is remaining a successful condition.

The earning per share of the company is in good situation.

The net income of the company has increased significantly. It also indicates

the company’s strengths over the year.

7.2 CONCLUSION

“PRAN” is currently the most well known household name among the millions of

people in Bangladesh and abroad also. Since its inception in 1980, PRAN Group has

grown up in stature and became the largest fruit and vegetable processor in

Bangladesh. It also has the distinction of achieving prestigious certificate like ISO

9001:2000, and being the largest exporter of processed agro products with compliance

of HALAL & HACCP to more than 70 countries from Bangladesh.

PRAN is the pioneer in Bangladesh to be involved in contract farming and procures

raw material directly from the farmers and processes through state of the art

machinery at our several factories into hygienically packed food and drinks products.

The brand “PRAN” has established itself in every category of food and beverage

industry and can boost a product range from Juices, Carbonated Drinks,

Confectionery, Snacks, and Spices to even Dairy products.

PRAN mango juice is one of the most popular brands in the country. Over the years,

though it’s hard work and efficient operations and marketing efforts, KAML has

established itself as one of the major foods company in Bangladesh Now its position

is the market leader of the country. And it has covered the maximum market share of

the country in respective to the field.

At the end, it can be said that although AMCL is recognized as a most promising

sector in Bangladesh, there is still scope for further improvement.

7.3 RECOMMENDATION

The following recommendations can be utilized to improve the performance of

AMCL.

It needs care on credit sale not to push it too high, which may result tying up

resources in the non-operative form and also increasing the chances of bad

debt.

The company is running with too much of capacity. It should immediately go

for expanding the demand through diversification of the market and utilize its

full capacity.

The company may adopt time series analysis of forecasting method together

with judgmental approach to get better forecast.

The company may, besides the high quality products, introduce lines of

cheaper products like mini soap, cream to tap mass market of the country.

The company should aim to achieve economies of scale in the production and

introduce experience curve as soon as possible.

The company should give utmost emphasis to go for exporting their world

class quality products to the neighboring and other countries.

It should follow well-defined costing system.

It should carryout capital budgeting before undertaking any new project.

The company should prepare work sheet before preparing financial statement

The quick ratio should increase simultaneously.

Adequate care should be taken for selecting the advertising media.

BIBLIOGRAPHY

BOOKS

Lesikar and Flatley, Basic Business Communication. 10th Ed. New Delhi: Tata

McGraw-Hill Publishing Company Limited, 2005

Kotler, Philip, Marketing Management. 10th Edition. New Delhi: Prentice-Hall of

India, Inc., 2000

ANNUAL REPORT

AMCL Bangladesh, Annual Report. 2007- 2008,

WEBSITE

<http:// www.pranfoods.net > (May 21, 2009)