TERM PAPER

OnPRAN-RFL Group

A RISING MARKET GIANT ofBANGLADESH

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EXECUTIVE SUMMERY

PRAN-RFL Group is a leading food, beverage & plastic industrial conglomerate &

market leader in Bangladesh. It is one of the most profitable companies of

Bangladesh. Their mission and vision is to eliminate poverty and develop the

agricultural sector of Bangladesh. Their motto is to generate employment and

earn dignity and self respect for our competitors. Since 1981 they are trying to develop

our countries agricultural and rural area. Besides this they are the largest agro-processing

company in Bangladesh.

In this Term paper, we worked on the various factors on PRAN-RFL Group. At first we

discussed about their organizational overview, history, aim, mission, vision industries,

corporate office, and methodology .We took information from both primary and

secondary sources like, total concern, employee, product, export list and other topics. We

analyze SWOT, marketing strategy, financial condition, HRD & HRM on PRAN-RFL.

We also discussed in this paper about the contribution to economy of this company in our

country. Finally we summed up the whole topic and specified them to different chapter

and part.

TABLE OF CONTEXT

Chapter No. Name of contents PageChapter 1 Introduction 01-071.1 Executive summary 031.2 Origin of the topic 041.3 Objective of the study 051.4 Methodology of the study 061.5 Limitation of the study 07

Chapter 2 Description 08-272.1 Organizational overview 092.2 Industries & corporate office 122.3 Organogram 142.4 Total concern 162.5 Total employees 172.6 Products 182.7 Product positions 202.8 Export 212.9 HRD & HRM 222.10 CSR 25

Chapter 3 Analysis 28-393.1 SWOT Analysis 293.2 Marketing strategies 313.3 Financial condition & statement 333.4 Contribution to economy 36

3.5 Industries and corporate office 38

Chapter 4 Termination 40-43

4.1 Acknowledgement 41

4.2 Accolades 42

4.3 Conclusion 43

4.4 References 43

Chapter 1: Introduction

Introduction

PRAN started its operation in 1980 as processors of fruit and vegetable in Bangladesh and in 1981 when PRAN and RFL merge together it becomes one of the biggest business groups in Bangladesh. PRAN RFL is currently one of the most admired food & beverages brand among the millions of people of Bangladesh and other 77 countries of the world where PRAN Products are regularly being exported.

PRAN RFL’s comparative advantage as an economy lies in agriculture. They believe the way to economic prosperity is through agro-business. PRAN stands for “Programme for Rural Advancement Nationally” and RFL stands for Rangpur foundry limited.

PRAN RFL 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 RFL has established itself in every category of food and beverage and other industry and can boost a product range from Juices, Carbonated Drinks, Confectionery, Snacks, and Spices, cloths and to even dairy products.

Today consumers of PRAN RFL not only value “PRAN RFL” for its authentic refreshing juice drinks products, but also for its mouth watering quality confectionery products with high visual appeal and exciting texture and intend to expand their presence to every corner of the world and strive to make “PRAN RFL” a truly international brand to be recognized globally.

Origin of the topic

As a student of BBA 1st semester of BRAC University, we have to take a fundamental course on business named BUS 101 and as requirement of this course we need to do a final assessment on any Bangladeshi market giants.Our faculty Miss Kohnur Akter(Senior Lecture) of BBS wanted us to do a project on PRAN-RFL Group. So, we are researching and making our final term paper on PRAN-RFL Group.

Objectives of the Assessment

To study the ideas and methods used in PRAN Group.

To evaluate the competing process and other programs of PRAN Group.

To know the marketing strategies of PRAN Group.

To know the position of PRAN Group nationally and internationally.

To understand the contribution of PRAN in the economy of Bangladesh.

To learn how PRAN Group makes the best use of domestic resources.

To observe how to be the market leader by making the best uses of opportunities.

To observe the CSR of PRAN Group.

To realize the secret behind the PRAN Products.

To analysis the HRD & HRM of PRAN Group.

MethodologyIn order to know the secret ingredients of PRAN group,which makes them one of the most successful company of Bangladesh,we follow few methods and through which we come to know them more deeply and elaborately.

Methods we follow to collect information about PRAN group-

FGD (Focus Group Discussion)

In this process we asked a number of experts about there opinions, beliefs and attitudes towards the products of PRAN group. We also asked them about the quality, standard and health value of the PRAN products. We also questioned them about service, concept, advertisement, ideas and concerns of PRAN.

KII (Key Informant Interface)In the method of key information interface we talked with people of many sectors related to PRAN RFL Group directly and indirectly. We talked with-

1. Dealers of PRAN RFL Group2. Customers of PRAN RFL products3. Retailer4. Whole seller5. Shop keeper.

INTERNET To know more elaborately about PRAN RFL Group we also take the help of internet.

OTHERS

We also take information’s from news paper, articles and papers on PRAN RFL to make our assessment more informative and rich.

Limitations of the study

Time is a major factor in this kind of work. But; we don’t get enough time to do our

term paper work as it should be.

Due to secrecy of business strategy, the authority of PRAN Group didn’t disclose much in-depth information regarding organization.

Corporate executives usually remain very busy. It is difficult to get adequate time from them.

Information about our term paper topic ‘PRAN Group’ is not available in the internet that much.

Chapter 2: Description

ORGANIZATIONAL OVERVIEW OF PRAN-RFL GROUP

PRAN-RFL is a conglomerate company. It is the largest agro food processor and food

exporter of Bangladesh. Our economy is based on agriculture and PRANs target is to

develop our agriculture sector. They are trying to create more demand for agro product,

produced by our farmers. Proper training & financial support for our poor farmers could

produce more agro products. They are trying to enlarge contact farming. In the other side

employment is created by food processing plant of PRAN. Their view is to create more

employment to eliminate poverty. Their target is to make their product available to every

corner of our country so, every customer get the right to consume. They export their

products more than 77 countries in the world and earning a lot of foreign currencies to

our country. PRAN is trying to accelerate their global market position rapidly.

PRAN- PRAN Group was born in 1980. Keeping in view the corporate mission of the

Group they have over the years diversified their activities in several areas. PRAN's

biggest asset is their competent team of hands-on managers and dedicated employees.

PRAN is Bangladesh's largest grower and processor of fruits and vegetables. Their

contract growers cultivate the choicest fruits and vegetables, which are processed in their

modern and hygienic factories to highest quality & international standards.

RFL - RFL started its journey with Cast Iron (CI) products in 1980. The initial main

objective was to ensure pure drinking water and affordable irrigation instruments for

improved rural life. Today the company has its wide ranges of CI products like pumps,

tube wells, bearings, gas stoves etc and has achieved the prestige as the largest cast iron

foundry and light engineering workshop in Bangladesh. With a vision to serve the

common people of Bangladesh with quality necessity products, RFL diversified its

operation into PVC category in 1996 & in Plastic Sector in 2003. At present it is market

leader in all these three sectors-Cast Iron, PVC & Plastic in the country. Sizeable amount

is also exported to different countries.

PRAN-RFL GROUP was born in 1980. Keeping in view the corporate mission of the

group we have over the years diversified our activities. Today we are the largest

processors of fruits & vegetables in Bangladesh. We encourage contract farmers and help

them grow quality crops with increased yields and to obtain fair prices. The Group

comprises of 10 companies. The head offices are located at Dhaka with production

facilities around the country. Our management is modern adapted to our environment &

culture. Our largest asset is our competent team of hands-on-mangers & dedicated

employees.

HISTORY- Actually PRAN was formed in 1980 by present CEO mej. G. (rtd.) Amjad

Khan Chowdhury & RFL was founded in 1980. In 1981 they were merged and started

their group named PRAN-RFL Group. Now they are one of the largest groups in

Bangladesh.

MEANING of PRAN-RFL – PRAN means Program for Rural Advancement Nationally.

RFL stands for Rangpur Foundry Limited.

PRAN’s VIEW- Development of rural & agricultural sector of Bangladesh.

PRAN’s MISSION -“Poverty and hunger are curses”

PRAN’S AIM -“To generate employment and earn dignity and self respect for our

competitors”

PRAN’S VISION – Improving livelihood.

TYPE OF COMPANY – conglomerate Company. Manufacturing and food processing.

EMPLOYEE - 40,000.

INDUSTRES - 6

INDUSTRIES & CORPORATE OFFICES OF PRAN-RFLGROUP

PRAN Company is careful and very much sincere about their products. They maintain

high quality and international standard in manufacturing their products. To satisfy their

customers and to deliver them what they want. PRAN-RFL drives through a process

which is modern, scientific and healthy at the same time. They collect the best row

materials and in their industries through the combining effort of man and machine

PRAN-RFL produce their supreme products.

In 1981 when PRAN & RFL merged together, there was a brand new start of their

journey. Now PRAN-RFL is one of the largest company in Bangladesh and they have six

industries across the country.

LIST OE INDUSTRIES:

1. Ekdala, Natore.

2. Ghorashal, Narshingdi, Polash.

3. Kaligong, Gazipur.

4. Adamjee EPZ.

5. Rupgonj, Narayangonj.

6. kellabond , Rongpur

PRAN-RFL also has 5 rented industries in different location in Bangladesh, where they also run some of their production functions temporarily.

CORPORATE OFFICE:

PRAN-RFL has corporate office which is in middle Badda, controlling all the functions of the company. There are a huge number of sells offices and center all over Bangladesh.

Address of corporate office:

PRAN-RFL CENTER,105, MIDDLE BADDA,DHAKA – 1212,BANGLADESH, GPO BOX -83TEL: +880-2-8819209 EXT. -271,MOBILE: 01912-257289,FAX- 880-2-8837464,E-mail- hrm19@prangroup.com,Web: www.pranrflgroup.com

ORGANOGRAM OF PRAN-RFL GROUP

M.D. (MANAGING DIRECTOR)

D.M.D. (DEPUTY MANAGING DIRECTOR)

DIRECTORS

E.D. (EXECUTIVE DIRECTOR)

C.O.O. (CHIEF OPERATING OFFICER)

A.G.M. (ASSISTANT GENERAL MANAGER)

S.M (SENIOR MANAGER)

MANAGER

D.M. (DEPUTY MANAGER)

A.M. (ASSISTANT MANAGER)

C.E.O. (CHIEF EXECUTIVE OFFICER)

G.M. (GENERAL MANAGER)

S.A.M. (SUB ASSISTANT MANAGER)

OTHER INFORMATIONS:

The CEO of PRAN-RFL group is Mej. G. (rtd.) Amzad Khan Chowdhury. The DMD of PRAN-RFL group is Ahsan Khan Chowdhury. There are 5 directors, 2 ED and 20 coo

TOTAL CONCERNS OF PRAN-RFL GROUP

PRAN is one of the rising market giant of Bangladesh. After founding in 1981, PRAN-RFL Group is increasing their business rapidly. Now they are one of the largest conglomerate merger companies. PRAN-RFL Group has a total number of 37 concerns.

List of concerns:

Concerns of PRAN:1. AMCL2. Pack Mate3. PAL4. BBL5. BAPL6. PFL7. PABL8. PCL9. DAIRY

Concerns of RFL:1. PBCL2. Plastics3. METAL-14. METAL-25. Hanger6. Re-Cycle7. RCL8. TANK9. Bag

Other concerns of PRAN-RFL Group:

1. PDL2. Charka3. Property Lifts

• And 16 more…

TOTAL EMPLOYEE OF

PRAN-RFL GROUP

PRAN-RFL Group puts a lot of importance on their employees. They always try to

recruit efficient, dedicated, creative and hardworking employees for their organization.

Equal opportunity is given in both male and female workers. Their recruitment structure

is very developed and fair, so that they could build a strong team of employees. After the

recruitment PRAN-RFL provides them proper training to develop working skills, good

salary, commission on the profit, reward among the best employees and many more.

They consider the employees as asset. From one example about their responsibility is;

they always try to give salary before 29th day of the month, so that the employees don’t

have to suffer from any kind of financial problem. There are a huge amount of employees

in PRAN-RFL group. The number of employee details is given below:

1. General workers – 28,000

2. Overall workers – 40,000

3. Current workers – 28,000

4. Factory workers – 20,000

5. Sales workers – 8,000

6. corporate employees – 2000

In the other side in management pyramid:

1. Top level management – 2,000 employees including the CEO Major General (rtd.)

Amjad Khan Chowdhury.

2. Middle level management – 8,000 employees

3. Supervisory and worker level – 30,000 workers.

Products of PRAN-RFL Group

PRAN takes a comprehensive approach to all kinds of agro processed food products, considering all of the ways to make their products hygienic and qualitable.

With HACCP compliance to ensure best quality products reach to the consumers, PRAN places great importance on hygienic manufacturing processes. This encompasses everything from choosing quality materials to the use of storage facilities and careful monitoring of products using electronic sorting. Skilled and experienced personnel select finished products which are then examined in a laboratory to verify their quality and to check for residual substances both before and after the production process.

Furthermore, company’s computer systems offer continuous monitoring of all manufacturing process to ensure the highest levels of quality.

PRAN food and beverage industry produces over 422 products and with their margering partnerRFL they produce 0ver 2000 kinds of products.

List of PRAN products-

1. Juices

-Juice in glass bottle- Juice in Aseptic Pack- Juice in hot filled PET bottle- Juice in tin can

1. Drinks

-In HDPE Shape Pak-In HDPE Bottle-In PET bottle-Instant Powder drink

2. Mineral water

3. Bakery-Custard cake-Pie cake

-Layer cake

-Bread1. Carbonated soft drink

-PET bottle -Energy drinks

6. Snacks -Fried snacks -Pallet Snacks -Other Ethnics -Chuteny7. Culinary

SpiceMix SpicePickleSauce, Ketchap & PasteJam & JellyMustard OilRice & Allied ProductsMushur DalPaparHoneyNoodles &Others.

8. ConfectionaryCandy

Deposited CandyHard-Boiled CandySoft-Chew Candy

Chocolate & ToffeeChewing gumLoli PopEdible JellFruit Bar

9. BiscuitBiscuitsWaterToast

10. DairyLiquid MilkMilk PowderMilk DrinksMilk Allied Products

Product positions

In this journey of 32 years PRAN has come up with some really good products which are high in quality and supreme in standard. Now PRAN has almost 422 products available in marketplace. All the goods of PRAN are Halal.Products of PRAN are authorized by ISO: 9001:2012, Haccap (Hazard analysis critical control point) and Halal.

PRAN places great importance on hygienic manufacturing processes. This encompasses everything from choosing quality materials to the use of storage facilities and careful monitoring of products using electronic sorting. Skilled and experienced personnel select finished products which are then examined in a laboratory to verify their quality and to check for residual substances both before and after the production process.

As PRAN gives highest priority in maintaining international standard and quality in there products, that’s why they are conquering the best position in Bangladesh and also into international market in some cases.

Product position of PRAN in Bangladesh and in international market-

Products Position in Bangladesh Position : internationally

Juice

1

28

Beverage 1 N/A

Culinary 2 15

Dairy 2 18

Plastic products 1 N/A

Metal tools 2 N/A

Metal pipes 1 N/A

Snacks 1 22

Lift & Escalator 1 N/A

Generator 1 N/A

Export

PRAN, the largest exporter of processed food from Bangladesh, had a vision of creating a huge demand globally of those agro based products produced by native farmers of Bangladesh. Starting successful journey to export market in 1996.

Export Inception of PRAN started in 1991 and the first export country is France. PRAN currently exports there products to 300 million people (approximately) of more than 77 countries.

Some export countries of PRAN products are -

Asia

1. Pakistan2. India 3. Nepal4. Bhutan5. Afghanistan6. Myanmar

Europe

1. France2. Spain3. Germany4. England5. Scotland

6. Ireland

Africa

1. Egypt2. Senegal3. Also in many countries of east and west Africa.

PRAN Also export there products in USA and many other countries of the globe.

HRM & HRD OF PRAN-RFL GROUP

HRD & HRM sector is a essential part of company. In Bangladesh PRAN-RFL Group is

in a leading position in food and beverage sector. The reason behind this success is their

HRD & HRM sector. In PRAN-RFL group selection, recruitment and personal is in

HRM sector .Training is in HRD sector. The details are discussed below:

HRM:

- SELECTION & RECRUITMENT: PRAN-RFL follows this structure for their

employee and worker selection:

1. Getting requisition of the vacant post.

2. Raising advertisement.

3. Receiving the application form.

4. Short listing candidates.

PRAN-RFL GROUP

HRM HRD

SELECTION &RECRUITMENT TRAINING

PERSONAL

5. Preparing and sending interview card.

6. Employment test.

7. Interview.

8. List of suitable candidates

9. Final employment decision.

10. Final employee selection.

11. Sending appointment letter.

12. Recruitment.

-PERSONAL:

1. Employee guidance

2. Counseling.

3. Skill development

4. Personal development.

5. Management power development.

HRD:

1. On-the job training:

- Apprenticeship programs

- Job instruction training

- Preparing the trainees.

- Presenting the instruction

- Demonstrating trainees understanding.

- Placing the workers into job.

2. Off-the job training:

- Classroom lecture.

- Films

- Demonstration

- Case study

- Training outside the company.

3. New employee training.

4. Mid management level training program

5. Sales training.

6. Factory training

7. Store management training

8. Office assistant training.

9. Distribution of sales management training

10. Material management training

11. Supervisors training.

12. Basic English course.

Corporate Social Responsibility

PRAN-RFL is a concept away to fight poverty & hunger in Bangladesh in the shortest possible time through employment generation. PRAN-RFL is a corporation whose corporate mission embodies in itself, corporate social responsibilities with the additional compulsion to make profits in order to thrive and grow which it must to fulfill its corporate social responsibilities in greater measure as time passes.

PRAN Signifies investment in agro processing: creating demands for farm produce which create jobs in rural areas also preventing urban migration. PRAN’s aim to add value to agricultural harvest.

Bangladesh’s comparative advantage lies in creating a competitive edge in value added agricultural products. This is what PRAN Stands for.

The Group’s major achievement has been to try to consolidate fragmented land holdings and to organize farmers into ‘contract growers’ of specific crops for consumption in PRAN’s major processed products. With the elimination of the middlemen, farmers receive fair prices for their produce & due to technical assistance from the agro-processing industry; yields, quality and income have risen considerably. Poverty alleviation through profitable enterprises is now a reachable goal for many farmers. This resolution is perhaps PRAN’s greatest achievement.

We know that the success of our business relies on a healthy environment. We’re doing all we can to be good a steward of our planet’s resources.

Our CSR effort revolves around the four premises i.e. Environment, Energy Preservation, and Community & People to improve the quality of livelihood.

Promises To The Community

Dairy Development:

To develop the dairy industry in Bangladesh, PRAN has started Dairy Hub operations in Bangladesh at its own cost were we are organizing farmers, counseling for raring of dairy & providing cattle feed, Artificial Insemination and other veterinary support to the farmers to increase the dairy yields.

Education Development:

PRAN is promoting education and supporting several schools in their operations proving the salary of the teachers and staffs, providing books, arranging special coaching for the students.

Other Social Support:

• Helping Mosque, Temple & Churches.• Working together with Red Crescent.• Collecting and donating blood.• Working for the disabled.• Working with ‘SAVE THE CHILDREN’.• Helping the community in natural calamities.

• We provide Airport Support for the Hajj Pilgrims every year from Bangladesh to KSA.

To Consumer:

We care for our consumers’ need and satisfaction. Through our communication activities, we let our consumer know about the benefits of our products and innovations. Our approach is to do responsible marketing and have four clearly defined principles that guide our communications:

1. We aim at building trust through clear communication.2. We fully support consumers’ right to know what is in our products and we are

transparent in terms of ingredients. We provide clear communication about our product ingredients, date of expire, nutrition values, etc.

3. We support our consumers by listening their suggestion, claims or feedback through use of a combination of channels which include websites and Care line phone numbers, etc to reduce any kind of misconception.

4. We provide clear price communication.

To Employee:

Equal opportunity are given to both male, female candidates irrespective of race, religions, culture etc.

Selection is done based on merits and qualifications. Everyone has got clear-cut job descriptions and got equal opportunity to contribute and share their ideas and thoughts to grow in the company.

Employees are rewarded with salary, commission and incentives as per standards. Workers and staffs are provided with free & subsidized food from the factory and office cafeterias.

Employees’ health and hygiene are taken out most care with full time adequate numbers of Doctors, nurses and other medical supports.

To develop the human skills, both on the and off the jobs trainings are constantly being provided to all the workers and staffs.Promises To The Energy Preservation

SKY-Light Roof to utilize daylight during factory operationCFL Bulbs at our Factories and offices to reduce Power ConsumptionPowered Trucks to reduce Air Pollution and usage fossil fuel for all vehicles

Promises to the Environment

Community forestation: In different locations around Bangladesh, we are planting trees to save our GREEN PLANET.

Effluent Treatment Plant (ETP): To ensure safe disposal of factory wastage we are got ETP’s in all the establishments of our Group.

Heat Recovery Boiler: We recover the heat to save energy that we produce and utilize in our production facilities in all location

Chapter 3: Analysis

SWOT ANALYSIS ON PRAN-RFL GROUP

In Bangladesh PRAN-RFL is one of the most successful company as well as

organization. This group is trying to achieve a good position in local and global market.

So, they have to analyze the SWOT matrix. SWOT analysis is a planning tool used to

analyze an organization’s STRENGTH, WEAKNESS, OPPORTUNITIES &

THREATS. Strength and weakness are organizations internal factor. Opportunities and

threats are organizations external factor. Now the SWOT analysis of PRAN-RFL is given

below:

1. INTERNAL STRENGTH:

- Risk pooling factor.

- Large company and organization.

- Experiences.

- Superior source of finance.

- Better control over sources and raw material.

- Financial support

- Vast distribution network.

- Good reputation.

2. INTERNAL WEAKNESS:

- Unequal promotions strategy.

- Lack of first mover’s advantages.

- Lack of good control

- A lot of distance and a huge amount of transport cost.

- Internal promotion.

- Internal media planning.

- Unpreserved item

- Limited product range.

3. EXTERNAL OPPORTUNITIES;

- Demand in global market.

- Large demand in local market.

- Domestic natural resources.

- Cheap labor.

- Ethnocentrism

- Government incentives.

- Cash incentives.

- Vat.

4. EXTERNAL THREATS;

- Huge competition.

- Competition in market price.

- Lack of benefits.

- Strict health and technical standard.

- Changing choice of customers.

- Foreign competitor.

- Weak distribution.

- changing market.

MARKETING STRATEGY OF PRAN-RFL GROUP

PRAN-RFL is currently most well known food and Beverage Company in Bangladesh.

They are now the market leader of food & beverage sector in the market position of

Bangladesh .They always try to maintain some product standard like HACCP, HALAL

and ISO. Except that they are very conscious about their consumers, investors, customers

and all about stakeholders. As a market leader they have some market strategy. PRAN-

RFLs strategies are divided into 4 parts-

1. STRETEGIES FOR PRODUCT:

High export quality products.

Maintaining the international standard in food, beverage and plastic products.

Maintaining HALAL & HACCP (USA) standard.

Quality Management standard of ISO (9001).

Attractive & colorful package like, bottle, packet etc.

Low rate of chemical and food color.

Different flavors for different customer choice.

Different foods and beverages for different age of customers.

Carbonated beverages, snacks are especially for young generation.

Juice, snacks are for all customers.

Long-lasting plastic products.

Export quality products which attract both local & foreign customers.

Changing products with the changing needs.

2. STRATEGIES FOR PRICE:

Reasonable price of product for all kinds of customer.

Cheaper product price than any other international companies of product.

Maintaining high quality products with comparatively low price.

Fix their product price cheaper than other local competitors.

Discount & offers on their products in various occasion like EID, New Year, etc.

3. STRATEGIES FOR PLACE:

Different category of foods & snacks in urban & rural area.

Specifying market places according to the choice & needs of customers.

To be the market leader of local market.

To achieve a good position in international market.

Increasing local & international dealer in different locations.

Activate market with their products.

4. STRATEGIES FOR PROMOTION:

Lots of attractive TV. Advertisement.

Billboards.

Newspaper, magazine advertisement.

Radio advertisement.

Internet advertisement.

By sponsoring social & national events.

Providing discounts among dealers & customers.

Attracting young generation.

FINANCIAL CONDITION OFPRAN-RFL GROUP

PRAN-RFL group is the largest agro-processing company in Bangladesh. The export

condition of PRAN-RFL is very good position in the world market among all companies

of Bangladesh. There is a lot of demand of PRAN-RFL products over 77 countries in the

world .PRAN-RFL expect their export will grow and thus help diversity the countries

export item. This company has a target to export products worth TK. 4.0 million in the

current fiscal year.

Currently PRAN-RFL is exporting products to more than 70 countries including

neighboring India and Nepal. The demand for PRAN-RFL products in India was rising

fast. Their export to India would be at least 10 times the current figure, if the non-tariff

barriers facing the company are removed. The company has taken a move to construct an

agro-processing plant at Tripura in India to supply the products there at competitive

prices. They invest US$ 20 million there; it would help boost the exports to their country.

The PRAN-RFL group had launched their operation as an agricultural equipment

manufacturer back in 1980.It started producing agro-processing products in early 1990s

and now it produces more than 500 farm products apart from plastic goods. The group

also wants to boost export of its plastic products to Japan, USA and Canada. Bangladesh

has a great potential to tap the export market of petroleum by product. The developed

nations are importing the products from China and Vietnam. They are now searching for

new sources of the products at competitive prices. They are more advantageous position

than China and Vietnam. Buyers from the developed world are now rushing to PRAN-

RFL group.

The group has 2 plastic goods producing plants; one is Adamjee EPZ and other at Polash,

Narshingdi. PRAN-RFL is now exporting plastic shopping bags to Japan and Canada.

They are also exporting plastic products to India, Middle East and Europe.

During mid 1980s, after launching its agro-processing products in the domestic market, it

was involved in farming. It started to grow pineapple, banana and papaya. They used to

supply their farm products to the cities Kawran Bazaar, but the value addition was very

low. At last they hired experts from abroad to help preservation procedures. A bright

prospect for the agro-processing products to meet the countries demand and the scope to

earn huge foreign exchange by exporting non-traditional goods . The bottled juice of

mangoes was the most successful innovation of PRAN-RFL Company by making it a

popular name in domestic market. After the success of its mango juice products, the

company set up a pulp processing plant at Natore. The plant has a processing capacity of

800 tons per day. This pulp processing plant involve into mango farming in Natore and

other surrounding districts .they assured the farmers to buy their products with a

attractive price. PRAN-RFL planned to buy 40,000 tons of mangoes worth TK. 750

million this year.

It is now facing on dairy products. They are now working on producing dairy products

and extending support to dairy farmers under its new dairy project. They are the only

company of HUB concept for dairy. They build dairy HUBs at different locations of the

country and it will help attain higher return from milk. The quantity of milk obtained in

traditional cattle rearing is very low and providing farmers with better training and high-

bread cattle would produce just for better results.

The PRAN-RFL group has a large number of company and concern. There are more than

30,000 employees in the company and mostly women.

The financial condition of PRAN-RFL group is very much developed and growing up

situation, which is only possible for their attempt to do something new and innovative. It

is very helpful to develop our countries dairy and agriculture sector.

CONTRIBUTION TO ECONOMY OF PRAN-RFL

PRAN-RFL is one of the leading companies in 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.

They put lots of contribution to our countries economy. The development to economy sectors are-

Export

- They export their products over 77 countries worldwide.- They export products in Asia, USA, UK Canada and other countries.

Employment

- They recruit a lot of top, middle and supervisory workers & employees over year.

- They have 40,000 workers overall.

Proper use of domestic resources

- They use our domestic raw materials for their products.- They have their dairy HUB.

Industries

- They have 6 industries over Bangladesh.- The industries are helping to develop our economical condition.

Foreign currency- From export PRAN-RFL earns a huge amount of foreign currency.- Contributing to our revenue.

Developing local market

- Activating local market with their products.- Product distribution all over the country.

Dairy sector development

- Dairy hub concept.- Contact farming.

Agriculture sector development.

- Collecting raw materials directly from farmers- Collecting raw material from rural harvest land.

Development the lifestyle of customer

- Product variation- Affordable product price.

Rural Development

- Rural women got seasonal job.- Rural employment.

INDUSTRIES & CORPORATE OFFICES OF PRAN-RFLGROUP

PRAN Company is careful and very much sincere about their products. They maintain

high quality and international standard in manufacturing their products. To satisfy their

customers and to deliver them what they want. PRAN-RFL drives through a process

which is modern, scientific and healthy at the same time. They collect the best row

materials and in their industries through the combining effort of man and machine

PRAN-RFL produce their supreme products.

In 1981 when PRAN & RFL merged together, there was a brand new start of their

journey. Now PRAN-RFL is one of the largest company in Bangladesh and they have six

industries across the country.

LIST OE INDUSTRIES:

7. Ekdala, Natore.

8. Ghorashal, Narshingdi, Polash.

9. Kaligong, Gazipur.

10. Adamjee EPZ.

11. Rupgonj, Narayangonj.

12. kellabond , Rongpur

PRAN-RFL also has 5 rented industries in different location in Bangladesh, where they also run some of their production functions temporarily.

CORPORATE OFFICE:

PRAN-RFL has corporate office which is in middle Badda, controlling all the functions of the company. There are a huge number of sells offices and center all over Bangladesh.

Address of corporate office:

PRAN-RFL CENTER,105, MIDDLE BADDA,DHAKA – 1212,

BANGLADESH, GPO BOX -83TEL: +880-2-8819209 EXT. -271,MOBILE: 01912-257289,FAX- 880-2-8837464,E-mail- hrm19@prangroup.com,Web: www.pranrflgroup.com

Chapter 4: Termination

ACKNOWLEDGEMENT

It is our pleasure to acknowledge that, the assessment on PRAN Group was really a nice learning curve for all of us. From which we have earned a wonderful experience and have learned many things. We would like to thank our honorable course coordinator Miss. Kohinur Akter,Senior Lecturer of BRAC University of Bangladesh , for providing proper guidance and help to complete the research project properly. We also like to thank those, who helped us by giving there valuable time, direction and information to make the report in a appropriate way.

Accolades

As recognition of there work and success PRAN group achieved number of awards nationally and internationally.

PRAN wins Asia Best Food & Beverage Products Award

PRAN one of the country’s largest food processing company has received the ‘UDC Asia Best Food & Beverage Products 2011’ in recognition of its outstanding achievement in business.Universo De’Comercio (UDC) UK in collaboration with UDC Malaysia awarded PRAN under the category Global Business Award (Food & Beverage Sector).

Director of PRAN-RFL Group along with Country Manager of PRAN in Malaysia Asif Saygal received the award from Colin Bond, Chairman and Dr Erliana Nor, the chief executive officer of UDC.The award-giving ceremony was arranged at Putra World Trade Center at Kuala Lumpur.

For enormous success in export, PRAN won the National Export Trophy for last eight consecutive years in the agro-processed food category.

PRAN is currently one of the most admired food & beverages brand among the millions of people of Bangladesh and other 77 countries of the world where PRAN Products are regularly being exported and for this PRAN won the best brand award in 2008 and 2009 consecutively.

PRAN also nominated for The Halal Journal Awards in the Best Halal Products category.

Also for excellence in product development, market development etc; PRAN has been awarded numerous trophies in home and abroad.

Conclusion:

In Bangladesh we are blessed with so many natural resources. We are actually agriculture

based country. Most of our foods are produced by our rural farmers. PRAN-RFL at first took steps to develop our rural and agricultural sector with new ideas of DAIRY-HUB, Contact-Farming & Agro Food Processing concept. Now they are the largest agro-food processor company in Bangladesh. They export a lot of products in various countries including Europe, USA, Canada & Indian Subcontinent. So finally we can say that they contributes a lot to our economy & recognize our rich source of farm to the world.