Term Paper on “ Pran RFL Group: 5C, PESTEL Analysis and SWOT

Analysis”

Course Title: Strategic Marketing Management

Course Code: MKT 522

Submitted To:

Jeta Majumder

Assistant Professor

Department of Marketing

Faculty of Business Studies

University of Dhaka

Submitted by:

Sadbee Bin Morshed

ID: 41840032
Batch: 40th

Date of Submission: 30th of December 2020

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Company Profile
The establishment of PRAN was based on the vision of providing products that enhance health,
nutrition, and well-being of society. Along the way it has contributed to increased rural livelihood
in its domestic country, improvement in the standard of living, a boost of the national foreign
reserve and employment generation. PRAN is keenly aware of its responsibility for society and
this awareness is reflected in its activities.
PRAN Food’s principal source of raw food material is contract farming. It greatly contributes to
an economic improvement of rural livelihood by means of employment generation and overall
improvement of the condition of the rural localities. Growers are provided with quality inputs
(seeds, fertilizers, pesticides), improved and advanced cultivation techniques, access to finance,
crop insurance, advanced storage and collection system and access to the international market for
their products.
PRAN believes in providing benefits that are sustainable in the long-run. The provision of tools,
knowledge, and finance nurture self-sufficiency. Also, PRAN supports the farmers working by
providing them with financial assistance on every level.
PRAN’s contributes to government expenditure in education, infrastructure development, public
employment generation and cash transfer under safety nets. It is also one of the largest corporate
taxpayers in its domestic country.
PRAN prides itself on being an organization that has performed excellently not only on a domestic
level but on a global level as well. As an environment friendly organization, PRAN has set an
industry-wide benchmark in its home country through its continuous contributions to the economy.
The talent management within the corporation has allowed its excellent workforce to work together
in building an organization that believes in providing equal opportunity for everyone. Also, PRAN
acknowledges all the complaints and suggestions given from every single level of the organization.
PRAN’s corporate culture is based on maintaining professional integrity. PRAN rewards
competence and the workflow is deadline oriented.
As a company, PRAN has always endorsed environmentalism and understands its responsibility
to advocate and practice ecologically beneficial activities. Furthermore, it nurtures the belief of
taking care of each of its stakeholders as well as the society at large. And so, PRAN puts its belief
into practice by carrying out activities that benefit the economy and thus, the people operating
within that economy.
Leading internationally compliant consumer brand producing 200 agro-food products in 10 food
categories delivering over 110 countries. Categories include Juices, Drinks, Mineral Water,
Bakery, Carbonated beverages, Snacks, Culinary, Confectionery, Biscuits & Dairy.

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Along with catering to the diverse tastes of our global consumer for since 1981, we contributed in
developing rural economy, generate employment, export earning, agriculture and consumer health
through our shared values and commitment towards the society and environment.
Globally compliant through ISO 9001:2008, ISO 22000:2005, Halal and HACCP (Hazard
Analysis And Critical Control Point) certificates. Attained IMS (Integrated Management System)
certificate which is the combination of Environmental Management System ISO 14001:2004 and
British Standard Occupational Health Safety Assessment Series (BS OSHAS) 18001:2007

5C Analysis
As the name implies, the 5c model focuses around 5 key "C's". Each C represents a major element
that relates to overall business model.
The 5c's of Marketing
- Company
- Collaborators
- Customers
- Competitors
- Climate
Company: Company includes thing like product, competitive advantage, goals, brands etc. Pran
has a variety of product mix. They have confectionary item (chewing gum, candy, chocolate),
culinary items (spice, sauce, mix spice, mustard oil), snacks (fried snacks, pallete), Juice etc. Now
pran has their own plastic brand named RFL, they have furniture brand name Regal, they also have
electronics items as well.
Collaborator: Pran group has different collaboration. They have collaborated with Green Delta
Insurance Company. Icddr,b and PRAN-RFL group (Durable Plastics Ltd.) collaborate to improve
street food safety.
Customers: As Pran group has a diverse product line, almost each and every sector is Pran RFL
group’s customer.
Competitors: As we already described before, Pran group has a diversified product line so they
have different competitors. For juice, Akij, Ahmed, Shezan is their competitors. For electronic
items, click is their local competitor. For furnitures, hatil, otobi is their competitor.
Climate: PRAN-RFL is a concept of fighting poverty & hunger in Bangladesh in the shortest
possible time through employment generation. PRAN-RFL signifies investment in agro
processing. At PRAN-RFL, we aim to add value to agricultural harvest. Bangladesh's comparative
advantage lies in creating a competitive edge in value added agricultural products. PRAN-RFL
upholds this and stands for making it better

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PESTEL Analysis
PESTEL Analysis stands for:
P – Political
E – Economic
S – Social
T – Technological
E – Environmental
L – Legal
Political: Pran is doing cross border businesses. If they had a negative political impact it was never
possible.
Economic Factor: Bangladesh is an agricultural country a large part of the citizens are involved
in agriculture. But, it takes lot more effort when agriculture products are processed and delivered.
very few of the companies realized the situation that larger corporate investment in agriculture and
technology will make every party better off.1owever, on the other hand, ) Foods had understood
the power of agriculture in national economy, local expertise, low labor cost, increasing ?and other
various economic factors such as exporting opportunities and growing potential of the market itself
a) Industry Impact: Currently PRAN foods declares more than 9 thousand farmers working in dairy
with them which make a huge contribution to the agricultural economics in Bangladesh.
b. Company Impact: Contributing on the agriculture will not only be fruitful to the economy but
will also be increasing the SBU of PRAN delivering new and easy products to the customers.
c. Cutural Trend: Seeing the movement of PRAN towards agricultural products other Consumer
industries will step forward creating more job scopes of the farmers.
Social: PRAN RFL Group is seen in taking part in different CRS activities. Pran RFL Group has
invested in Agro Processing, they have a promise to customer for delivering quality products. They
ensure building trust by clear communication.
Technical: PRAN RFL Group is also taking help of the technology. They have developed their
own ERP system. Now they are using social media for promoting their product and for digital
marketing. They try to launch new product lines through R&D.
Environmental Factors: These factors have only really come to the forefront in the last fifteen
years or so. They have become important due to the increasing scarcity of raw materials, pollution
targets, doing business as an ethical and sustainable company, carbon footprint targets set by
governments. Pran Group’s textile factory Chorka is trying to go for green factory which means
they are trying to maintain these things.
Legal Factors: Legal factors include - health and safety, equal opportunities, advertising
standards, consumer rights and laws, product labelling and product safety. It is clear that

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companies need to know what is and what is not legal in order to trade successfully. PRAN RFL
group tries to give these things to their employees.

SWOT Analysis
Strength of PRAN Group
As far we know PRAN is one of the leading food producing and food exporting company in BD.
PRAN Juice, PRAN Mango Bar, PRAN Badam vaja, Confectionery, Candy, Noodles, Snacks,
Agro products, Biscuits, Dairy, Sweets and bakery store, Textile, Beverages are the well-known
and well consumed product in BD produced by them. Besides this they have produced more than
2000 verities of products. Besides this PRAN is also export their products more than 140countries.
Their product chain is too large. Being the biggest local force in the industry PRAN group has
strong distribution channel. They have their own factory, dairy and manufacture. If they take care
more about it, they will be a best company.
Weakness of PRAN Group
Though PRAN is a leading food company, it is not that much well profitable company now. In
2018 and 2019their profitability becomes fluctuated. Thus PRAN is too much fluctuated company.
All the activity ratios, liquidity ratios in last 5 years the company performance is jumping. It makes
the firm risky for the investors to invest. PRAN prefer short term loan but it increase the interest
expenditure. Maximum products of PRAN of Agricultural Marketing Company Limited (PRAN)
are not that quality level which customer wants. They should try to maintain the quality. A market
research is important to take decision about it. Though in recent years, their profitability is in
downward position their food become a brand. Though they have expanded their business in
different country they still considered as a local manufacturing company.
Opportunity of PRAN Group
PRAN is concern of PRAN GROUP is famous for their food products. Besides this, their mission
is to Bangladesh hunger and poverty free, aim is to producing quality food. They have the
opportunity to fulfill their mission. If PRAN tries to increase their food quality more that the
customer wants, their sales will be increasing their productivity. They have strong brand image
not only Bangladesh but also in India already, they have opportunity to increase their brand image
all over the world. PRAN group is in a strong position in terms of distribution channel than that of
its competitor. They should keep this opportunity up. They should upgrade their technology to get
benefit of competitive benefits. It’s good sign of development. And by make time series analysis
of PRAN they are improving.
Threat of PRAN Group
There lie a lot of threats for PRAN. The competitors of PRAN are strong enough to produce
quality goods. They produced maintain better quality then PRAN. Aggressive competitor can be
their threats in the way of being market leader and holding their position. AKIJ Food and

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Beverage Limited, WELL Food Limited, Coca Cola Foods Limited, Square Food Limited are
becomes threat for the company. PRAN is not aware of creating a branding image of their products.
They need to track the changing consumer behavior, and their products according to consumer
demand in their target market. Availability of foreign products in our country always hampers the
business of our local company

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