“Evaluating Marketing Strategies of PRAN-RFL Group”

Abstract

PRAN-RFL group is one of the biggest organizations in Bangladesh. As it is a vast merged company, we have only focused on the PRAN food and beverages. We have tried to make are port on how the company management works and how this huge organization maintain its position in the global market by conducting both primary and secondary research. After a brief introduction about the organization, we have included the Strategic planning, Tactical planning, Operational planning and Contingency planning. We have also included the PESTLE analysis, Porter's five forces analysis, Porter’s generic strategies, BCG Matrix, Mile sand Snow Typology, Diversification and SWOT analysis of PRAN-RFL group. We have also included some recommendations that the organization should consider in order to maintain their legacy. Human organization activity is simply the act of getting people together to accomplish desired goals. Recruitment and selection are an important part of the human resource management. PRAN-RFL group of companies is one of the leading business institutes in Bangladesh. PRAN-RFL group provides with good quality products conforming to local tastes, health and hygienic standards which are of affordable price and within the reach of target consumers. Its strategic strengths include strong recognition of brands, highly skilled work force and diversified business mix. In light of Bangladesh's substantial economic growth, increasing tendency and client penetration rates and the liberalization process is taking place in the light engineering industry. RFL is one of the largest plastic manufacturers around the world (3rd largest in Asia). RFL is a sister concern of PRAN-RFL group. RFL group has a turnover in the vicinity of USD $0.78 billion annually. Primarily Rangpur Foundry Ltd (RFL) was founded by Maj. Gen. Amjad Khan Chowdhury (Retd.) in 17th March 1981 with a vision to leveraging the farmer in irrigation through cast iron products like centrifugal pump as well as ensuring drinking water through Tube well. It commenced its operation in plastics business in 2003. The factory sites are in company owned industrial parks (RIP/HIP/PIP etc.), which is fully equipped with state-of-the-art injection molding machines with a conversation capacity of over 20,000 tons per month. RFL Plastics currently utilizes 7500 molds through 620 machines having own tooling facilities. Presently, it is one of the biggest sectors of Bangladesh. PRAN group is the biggest food product company in Bangladesh and very much popular among mass & class people those products in a short time. PRAN-RFL Group has completed their 37th year recently and in this journey, they have created biggest opportunity for foreign investment, manufacturing & trading businesses in every related field in Bangladesh. Today PRAN-RFL Group is the market leader in Bangladesh in FMCG-Food, Plastic, PVC, & Light engineering sectors. They are manufacturing in 13 locations over Bangladesh, exporting over 13 countries, achieved best exporter’s trophy for last 14 years. Employing directly over 140,000 people & 100,0000 contractual farmers. Over 1.50 million people subsist on PRAN-RFL Group. In this report, I have tried my level best to discuss the basic functions of Human Resource Management Practices which is exercised in PRAN - RFL group. The report also discussed the PRAN - RFL group goals, mission and vision.