Posted on 10th Nov 2024 01:17:03 AM Marketing
Background Information
Modern business is very much complex because of changing technology, high competition, changing customer’s choice, preference and tastes. Now we are living in the “Global Era” of business. So every organization should be international standard. Every company or firms wants to make their loyal customer group. Each firm tries to gain maximum profit through customer’s satisfaction. But it is not easy for a company to gain maximum profit without facing any adverse situation.
This study tries to focus on the marketing problems prospects of PRAN mango juice pack (TP). PRAN mango juice pack is one of the popular juices in Bangladesh and also in international market recently. It is manufactured and marketed by Agricultural marketing company limited (AMCL) of PRAN group. PRAN mango juice pack is selling mainly in the local market. Recently it is exporting in Europe, America, and Middle East and also in India. There is much higher demand for locally produced mango juice pack in the country present domestic supply. So, there is a shortage of PRAN juice in our local market. It indicates that PRAN Company has some barriers in terms of PRAN mango juice pack (TP). But the demand of PRAN mango juice pack (TP) is increasing all over the country. So, it is the time for the company to take necessary steps in this regard.
Agricultural Marketing Company Ltd. (AMCL) incorporated as a private limited company on May 15, 1985 was subsequently converted into a public limited company on June 22, 1993.
This company was initially engaged in only agricultural – business. The company cultivated many types of fruits and vegetables. Moreover extensive cultivation of gherkins, mushrooms and baby corn were taken up through contract growers. Processed gherkin and fresh vegetable were exported and mushroom and baby corn canned marketed locally.
In order to absorb over supply of fruits in the peak seasons and making agricultural product fruits and vegetables processing plant on its freehold land at Ghorashal. The company went into commercial production in July, 1993 and launched its products in the market under the brand name “PRAN” which is the abbreviation of “Program for Rural Advancement Nationally” an agricultural Marketing Company Ltd. Located is property highest, 12 RK Mission Road, Motijheel C/A, Dhaka –1203. The main marketing functions of the PRAN products co. are buying, services. The participant has to face a lot of trouble in operating these functions. Undeniable PRAN mango juice pack would be considered the most potential soft drinks to give our infrastructure greater longevity PRAN product has been an integral part and a very powerful catalyst to our economic development embracing all the sectors.
It has been seen there is frequent shortage of juice product in our local market. As a result, the customers are facing a lot of trouble. There are many problems in the distribution of PRAN juice pack. The demand of juice pack is not stable in Bangladesh. There are two ways of juice pack supply in Bangladesh. (I) Domestic product and (II) Imported juice pack. The prime objective behind the creation of PRAN product industry was to ensure the steady supply of PRAN mango juice pack and to make it easily available to the customers at the lowest possible price. Bangladesh is not self sufficient in juice product production. Bangladesh has to import a large quantity of various types of juice products from foreign country like Sezan juice, Pakistan. Foreign juice, India. Although Bangladesh has a favorable condition for the growth of juice product industry, yet hr is not rich in production due to absence of raw materials and modem machineries. The important operation of juice product is mainly handled by the private sector, utilizing their own financial resources, but the government has no control over them. The government initiated is not effective, as the customers are not getting the juice pack as per their need. Major problem of PRAN juice product industry. Sales price of PRAN juice product is determined and controlled by the government.
The PRAN mango juice industry has a bright prospect in the country. Actual sales volume was year 2002-2003 in 11853310 pcs, year 2001- 02 in 11032258 pcs, year 2000-01in 10231842 pcs, year 1999-00 in 9739235 pcs and year 98- 99 in 9115846 pcs. According to incensing consumption rate may say that PRAN mango juice pack market is so much bright. We know that the success of a business depends on the strength of its marketing policy. The existing marketing policy is not fully appropriate for the present situation. The major problems arising in the PRAN mango juice pack in Bangladesh are as follows:-
The distribution system is being changed complex, government policy, defective pricing system and powerful wholesale sector. Although knowing the PRAN mango juice pack situations preventive measures are not taken to solve the problems. The effective marketing system can solve the present problem.
Importance of the Study
Marketing is the performance of the business activities that direct the flow of goods and services from producer or user in order to satisfy customer and accomplish the firm objectives. In order to achieve the customer satisfaction product must be available in the right form, at the right time, in the right place and the number that will allow customer to obtain procession of the product.
There is much higher demand for locally produced juice in the country than present domestic supply. Bangladesh has to import a large quantity of various types of juice product. In the true sense, marketing management concept is not being implemented in the existing juice marketing system. There is no combination among product, price, place and promotion. In case of distribution, a lot of irregularities come out due to lack of marketing management concept. Weak marketing system is responsible for this kind of error.
However very few research works have been accomplished in the area of juice particularly in the field of juice marketing, so, I have taken this study to analyze the basic marketing problems of juice in Bangladesh. The juice industry has a bright prospect in the country. This study will be helpful for the marketing, the customers and the policy makers who are involved in the formulation of the marketing strategy.
The importance of this study centers round the analysis of the target production and actual production, target sales and actual sale of sales center, production problems and marketing problems of the company. The PRAN Company occupies an important place in the economy of Bangladesh. Because it creates rural employment, potentials and wider contribution of national income, so the food industry is the part and parcel of development of our country.
Marketing is as important to a small firm and it is to a large one “No firm large or small can stay in business if it does not its product”. Similarly in a wider context no country, great or small can prosper by ignoring this important aspect of economic life.
The existing and personal observations of the researcher point to the problems facing business engaged in the market in Bangladesh. One of them is presence many middlemen in the food business. The food products of different brand are imported. They differ in quality and price.
The proper marketing strange and other appropriate measures to over come the current and prospective market situation need to be initiated. Marketing strategy involves the identification of target markets and the development of a marketing plan.
Objectives of the study
Objectives of the study are as follows:
a) To identify the present marketing activities of PRAN products (Mango Juice- TP) in Bangladesh.
b) To analyze the marketing mix of PRAN ( Mango Juice- TP) of the firm.
c) To identity the marketing problems faced by the participants of PRAN (mango juice- TP) of the firm.
d) SWOT analysis and future prospects of PRAN mango juice Pack.
e) To provide some suggestions based on the findings.
Methodology of the study
Primary and secondary sources have been used in this research. Primary data have been collected from personal interview through semi structured questionnaire with total number of respondents 180. the number of respondent have been collected 30 wholesaler, 60 retailers and 90 customers from six division of Bangladesh (Dhaka, Chittagong, Rajshahi, Khulna, Barisal, Sylhet). 5 wholesalers, 10 retailers and 15 customers have been selected from each division. Randomly at convenient.
The sampling design is as follows:
| Divisions | Wholesaler | Retailer | Customer |
| Dhaka | 5 | 10 | 15 |
| Chittagong | 5 | 10 | 15 |
| Rajshahi | 5 | 10 | 15 |
| Khulna | 5 | 10 | 15 |
| Sylhet | 5 | 10 | 15 |
| Barisal | 5 | 10 | 15 |
| Total | 30 | 60 | 90 |
The semi structured questionnaire have been chosen to avoid the ambiguous and border responses.
Secondary data have been collected from internal Record, File, annual reports, company’s News letters, prospectus, PRAN BARTA and respective journals etc.
The data have been analyzed collected tabulated and interpreted with the help of statistical tools and techniques.
Limitations of the study
This study lacks of many pieces of information such as information on companies existing market share; industrial demand; sales of competitions; accurate financial statement; cash and fund flow statement; unwillingness to study available information, rough behavior of some employees etc. which are vital limitations of this study.
Besides these: I had some personal limitations such as time problem, money problem, lack of available previous research materials, due to insufficient knowledge about this research fields. Through above limitations do exist; I have tried my best to overcome these limitations in this study.
Internship, Report, Marketing, PRAN, Mango, Juice, Bangladesh, Problems, Prospects, Modern, Business, Changing, Technology, High, Competition, International, Market, Agricultural, Company, Limited, Group, Exporting, Europe, America, Middle, East, India
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