Ase Tudy Resentation: An Endeavor by Group 2

Case Study
Presentation An endeavor by
Group 2
presenting-
M. M. R. Chowdhury
(roll 060037)
Case
Study
presentation
Task Environment of
Rajshahi Sugar Mills Ltd
-An
Analysis
Welcome… Group- 2
Marketing
Strategy
presenting-
Welcome M. M. R. Chowdhury
(roll 060037)
Case
Study
presentation
Saumitra Kumar Paul
Introducing Group Members. . . .

presenting-
Welcome Sanzida Naznin

(roll 060037)
Case
Study
presentation
Ahmed Sultan

presenting-

(roll 060037)
Case
Study
presentation
Md. Anisur Rahman

presenting-

(roll 060037)
Case
Study
presentation
Md. Jobaye Noor Rahman Shoron

presenting-

(roll 060037)
Case
Study
presentation
A.K.M. Reyad Rahman

presenting-

(roll 060037)
Case
Study
presentation
Sanjida Naznin

presenting-

(roll 060037)
Case
Study
presentation
Robiul Islam

presenting-

(roll 060037)
Case
Study
presentation
Md. Amirul Islam

presenting-
(roll 060037)
Case
Study
presentation
Abu Syed Md. Lotiful Islam

presenting-
(roll 060037)
Case
Study
presentation
Quazi Md. Zafor Iqbal Ghani

Plabon

presenting-
(roll 060037)
Case
Study
presentation
Taslima Sultana Shaon

presenting-
(roll 060037)
Case
Study
presentation
Md. Nishadul Islam

presenting-
(roll 060037)
Case
Study
presentation
Md. Sirajul Islam

presenting-
(roll 060037)
Case
Study
presentation
M. M. R. Chowdhury Bipu

presenting-
Acknowledgement . . . . M. M. R. Chowdhury
(roll 060037)
Prof. Sanjib Kumar Saha

Department of Marketing,
Rajshahi University.
presenting-
Acknowledgement . . . . M. M. R. Chowdhury
(roll 060037)
Audiences & Participants

MBA Program (evening)
5th Batch, IBA.
presenting-
Introducing Presenters. . . . M. M. R. Chowdhury

(roll 060037)
Case
Study
presentation
1st
Sanzida
Naznin
1st part of
An overview & summery of the case

presenting-

(roll 060037)
Case
Study
presentation
2nd
Md. Robiul
Islam
2nd part of
An overview & summery of the case

presenting-

(roll 060037)
Case
Study
presentation
3rd
Md. Jobaye Noor Rahman

Shoron
Structural analysis of sugar industry

Requireme
nt 1
presenting-

(roll 060037)
Case
Study
presentation
4th
Quazi Md. Zafor Iqbal

Ghani Plabon
Foundations of business strategy
Requireme
nt 2
presenting-

(roll 060037)
Case
Study
presentation
5th
Generic Competitive Strategy

Requireme
nt 3
presenting-

(roll 060037)
Case
Study
presentation
6th
Ahmed Sultan
Competitive Positioning of RJSM

Requireme
nt 4
presenting-

(roll 060037)
Case
Study
presentation
7th
Md. Nishadul Islam

Nishad
Recommendation
presenting-

(roll 060037)
Case
Study
presentation
8th
Saumitra Kumar
Paul
Conclusion
Next . . .
An
overview
of the given
case
Will be presented jointly by-
Sanzida Naznin & Robiul Islam

presenting:
Case Sanzida Naznin

( roll-060024)
Overview
Rajshahi sugar mill is in an agro-based

industry which ranks 3rd in the
manufacturing sector in Bangladesh.
presenting:
Case Sanzida Naznin

( roll-060024)
Overview
Established in the year of 1963, RJSM is under the direct
management and controlled by the Bangladesh Sugar and food
industries Corporation (BSFIC).
There are 15 sugar mills in the grab of BSFIC.
Like other sugar mills in Bangladesh, RJSM authority has very

little contribution towards its policy making. They are mere an
implementer of those policies and programs which are defined by
the Dhaka corporate head office.
presenting:
Case Sanzida Naznin

( roll-060024)
Overview
Sugar cane is the prime raw material in the production
of sugar.
The production of sugar is largely dependant on the

supply and quality of sugar-cane. Farmers are the 99%
source of it.
But in this case, we have seen that Rajshahi Sugar Mill

suffers from both of the-
• uncertain supply of sugar-
cane
• low quality of sugar cane
presenting:
Case Sanzida Naznin

( roll-060024)
Overview
In its procurement process, RJSM uses

obsolete mechanism and method
which have a very negative impact on
it’s production.
Next …
Case Task environment of
overview
RJSM- an analysis
Will be
presented by Md. Robiul Islam
presenting:
Case Md. Robiul Islam

( roll-060026)
Overview
• From the very beginning to still today,

RJSM is based on production concept. But it
couldn’t achieve production efficiency by
practicing this concept due to several
reasons.
• Unlike the modern business concept, it

doesn’t have any marketing effort at all.
presenting:

( roll-060026)
Overview
• Though its market has several

segments, it’s product, sugar, is very
much standardized one.
• It is never concerned with the product

differentiation as per the customer needs.
• Price is relatively high.

presenting:

( roll-060026)
Overview
• Actually it doesn’t have any well defined competitors

within the industry. All sugar mills of Bangladesh are
owned by only one corporation and are producing the
identical product without having any brand.
• Imported sugar is in market, but it is only for to fill up

the deficit production of those 15 sugar mills.
• Smuggled sugar is also in the market as a competitor

and it has a large impact on market share, but it is an
irregular matter of fact.
presenting:

( roll-060026)
Overview
• Despite of its big opportunity, it has

been incurring losses year after year
unfortunately for its mismanagement.
• Now it is a sick industry.

presenting:

( roll-060026)
Overview
We, the group-2

By analyzing its strength-weakness-opportunity-threat
Will try to contribute something
Toward its better improvement
Next …
Case study discussion on:
Task environment of
RJSM- an analysis
1st Structural Analysis of sugar

requirement
industry
Will be
presented by Md. Jobaye Noor Rahman Soron
Discussion on requirement : 1 presenting :
Mr. Soron
“Structural Analysis of Sugar Industry” (Roll No. 060020)
The approach of analyzing the industry…
1. To identify the industry where in the

company competes
3. To identify the basic customer needs the

company is serving
5. To define the industry boundary
7. To analyze the competitive forces to

identify the opportunity and threats.
Mr. Soron
“Structural Analysis of Sugar Industry” (roll 060020)
Risk of entry
Discussing
Porter’s five
by potential
forces model… competitors
Risk of entry
by potential
competitors
Bargaining Bargaining
Rivalry among power of
power of
established buyers
suppliers
firms
Threats of
substitute
product
Mr. Soron
Risk of entry
Discussing
Porter’s five
by potential
Bargaining
power of
suppliers
Risk of entry
by potential
competitors
power of
established buyers
suppliers
firms
Threats of
substitute
product
Mr. Soron
Risk of entry
Discussing
Porter’s five
by potential
power of power of
suppliers buyers
Risk of entry
by potential
competitors
power of
established buyers
suppliers
firms
Threats of
substitute
product
Mr. Soron
Risk of entry
Discussing
Porter’s five
by potential
power of power of
suppliers buyers
Risk of entry
by potential
competitors
Bargaining
Threats of
Bargaining
power of
established buyers
suppliers
firms
substitute
Threats of
substitute
product
product
Mr. Soron
Risk of entry
Discussing
Porter’s five
by potential
Rivalry
among
power of power of
established
suppliers buyers
firms
Threats of
substitute
product
Next …
Case study on-
Task environment of
RJSM- an analysis
2nd
requirement Foundations of business strategy
Will be
presented by Quazi Md. Zafor Iqbal Ghani Plabon
Presenting :
Discussion on requirement : 2
Mr. Plabon
“ Foundations of business strategy ” (Roll No. 060039)
Customer Needs & Product differentiation
Customer Group & Market Segmentation
Distinctive Competence
Case study on-
Next … Task environment of

RJSM- an analysis
3rd
Generic Competitive Strategy requirement

Will be
presented by
presenting:
Taslima Sultana
(roll- 060041)
Discussion on
Requirement : 3 “ Generic Competitive Strategy ”
Cost leadership
Differentiation
Focus
Cost leadership & differentiation
Being stuck in the middle

presenting:
Taslima Sultana
(roll- 060041)
Discussion on
Requirement : 3 “ Generic Competitive Strategy ”
Cost leader differentiation focus
Low
Product
(mainly by High Low to high
differentiation
price)
Low Market
Low Many
(one or few) segmentation
Manufacturin
Distinctive
g & material R&D, Marketing Any Kind
competence
management
Next …
Case study discussion on:
Task environment of
RJSM- an analysis
4th Competitive position of RJSM

requirement
Will be
presented by Ahmed Sultan
presenting :
Ahmed Sultan
(roll 060011)
Discussion on
Requirement : 4 “ Competitive position of RJSM ‘
Three tools –
1. Strategic group
2. Investment strategy
3. The game theory
presenting :
Ahmed Sultan
(roll 060011)
Discussion on
High
Price/quality
Low
Few Many
Market segment
presenting :
Ahmed Sultan
(roll 060011)
Discussion on
Investment strategy
Game theory
Case study on-
Next …
Task environment of
RJSM- an analysis
Recommendation
Will be
Md. Nishadul Islam presented by
Recommending :
Recommendation Md. Nishadul Islam

(roll - 060042)
Observation : Very much centralized. All the plans,

regardi policies and programs are formulated
ng from Dhaka head office.
Management
Recommendation : Decentralize the authority to local sugar

mill.
Recommending :

(roll - 060042)
Observation : It lacks of Marketing, HR and R&D

regardi department.
ng
Functional
department
Recommendation : Decentralize the authority to local

sugar mill.
Recommending :

(roll - 060042)
Observation : Prime importance has given on the

regardi production. No marketing effort at
ng all.
Business
philosophies
Recommendation : To develop its own brand and

marketing programs.
Recommending :

(roll - 060042)
Observation : Obsolete procurement process.

regardi
ng
Production
Recommendation : It should be modernized and

upgraded
Recommending :

(roll - 060042)
Observation : Supply of sugarcane is uncertain.

regardi Low quality sugarcane.
ng
Quality of
Raw Material
Recommendation : Motivate the growers for increase

& maintain high quality sugarcane.
Recommending :

(roll - 060042)
Observation : Sugarcane is the only raw material

regardi
ng
Alternative
Raw Material
Recommendation : Sugar beet may be taken into

consideration for an alternative of
sugarcane during off-season.
Recommending :

(roll - 060042)
Observation : Very high.

regardi
ng
Production
cost
Recommendation : Must be kept in a reasonable

boundary.
Recommending :

(roll - 060042)
Observation : It has huge and valuable assets

regardi which remain idle during off-
ng season.
Asset
Recommendation : It can be exploited in some other

purposes, e.g. to lease its
transport vehicles.
Recommending :

(roll - 060042)
Observation : It bears more manpower than it’s

regardi actual requirement.
ng
Manpower
Recommendation : Unnecessary manpower should be

removed.
Case study on-
Next …
Task environment of
RJSM- an analysis
Conclusion
Will
be
presented
by
Saumitra Kumar Paul

Concluding :
Conclusion Saumitra Paul

(roll 060007)
SWOT To serve the nation
analysis
strengths opportunities
Higher intensity of A demand of 3 lakh
sweetness tons/year
weaknesses threats
- Uncertain supply of Power crushers
..sugarcane Smuggled sugar
- Low quality sugar-cane Some profitable crops
- Low efficient mgt
- Higher fixed cost
- No marketing mix
- High production cost
- Low production capacity
Low cost product by improving production efficiency

Sugar industry has a very big Concluding :
potentiality Saumitra Paul
Conclusion
(roll 060007)
A dilemma
Has to
+
increase
Has to
decrease
Price of Price of
sugar sugar
cane
Concluding :

(roll 060007)
Either… Or…
Raw materials
(sugar-cane)
Price of
sugar
cane
Rajshahi
sugar mill
Hybrid
Recovery
sugar
rate cane
With the help of-

Wholesalers, dealers, - Materials management Dept.
retailers - R&D
Concluding :

(roll 060007)
Infrastructure
HRM
Research & development
Materials management
Manufacturing Marketing
Value Chain
Concluding :

(roll 060007)
product price
Customers
promotion place
Sugar industry has a very high
Conclusion potentiality
A business portfolio
Paper
A couple of
Alcohol prospective
& lucrative scopes
Spirit of sugar industry….
Electricity
MUS
Fuel stick Concluding :
Saumitra Paul
(roll 060007)
Sugar industry has a very big
Paper
Paper & Newsprint A couple of
Alcohol prospective
& lucrative scopes
From baggage
Electricity (remaining part of
sugarcane)
MUS
Saumitra Paul
(roll 060007)
Paper
Alcohol A couple of
Alcohol prospective
& lucrative scopes
From molasses
Electricity (uncrystallized syrup
extracted from raw sugar)
MUS
Saumitra Paul
(roll 060007)
Paper
Spirit A couple of
Alcohol prospective
& lucrative scopes
From molasses
Electricity (uncrystallized syrup
extracted from raw sugar)
MUS
Saumitra Paul
(roll 060007)
Paper
Electricity A couple of
Alcohol prospective
& lucrative scopes
From Steam
Electricity (produced in its boiler
during crashing season)
MUS
Saumitra Paul
(roll 060007)
Paper
MUS A couple of
Alcohol Molasses+Urea+Straw
prospective
& lucrative scopes
From Molasses
Electricity (it’s a rich food for
livestock)
MUS
Saumitra Paul
(roll 060007)
Paper
Fuel Stick A couple of
Alcohol prospective
& lucrative scopes
From Press Mud
Electricity (it’s a good fuel for
household cooking)
MUS
Saumitra Paul
(roll 060007)
Paper
Alcohol Thank A couple of
prospective
& lucrative scopes
Spirit
you of sugar industry….
Electricity
MUS
Saumitra Paul
(roll 060007)
Interactive session
Questions
&
Answers

Ase Tudy Resentation: An Endeavor by Group 2

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Case Study

Saumitra Kumar Paul

Introducing Group Members. . . .

Welcome Sanzida Naznin

Introducing Group Members. . . .

Welcome Sanzida Naznin

Md. Anisur Rahman

Introducing Group Members. . . .

Welcome Sanzida Naznin

Md. Jobaye Noor Rahman Shoron

Introducing Group Members. . . .

Welcome Sanzida Naznin

A.K.M. Reyad Rahman

Introducing Group Members. . . .

Welcome Sanzida Naznin

Introducing Group Members. . . .

Welcome Sanzida Naznin

Introducing Group Members. . . .

Welcome Sanzida Naznin

Md. Amirul Islam

Introducing Group Members. . . .

Abu Syed Md. Lotiful Islam

Introducing Group Members. . . .

Quazi Md. Zafor Iqbal Ghani

Introducing Group Members. . . .

Taslima Sultana Shaon

Introducing Group Members. . . .

Md. Nishadul Islam

Introducing Group Members. . . .

Md. Sirajul Islam

Introducing Group Members. . . .

Introducing Group Members. . . .

Prof. Sanjib Kumar Saha

Audiences & Participants

Introducing Presenters. . . . M. M. R. Chowdhury

An overview & summery of the case

Introducing Presenters. . . . M. M. R. Chowdhury

An overview & summery of the case

Introducing Presenters. . . . M. M. R. Chowdhury

Md. Jobaye Noor Rahman

Structural analysis of sugar industry

Introducing Presenters. . . . M. M. R. Chowdhury

Quazi Md. Zafor Iqbal

Introducing Presenters. . . . M. M. R. Chowdhury

Generic Competitive Strategy

Introducing Presenters. . . . M. M. R. Chowdhury

Competitive Positioning of RJSM

Introducing Presenters. . . . M. M. R. Chowdhury

Md. Nishadul Islam

Introducing Presenters. . . . M. M. R. Chowdhury

Sanzida Naznin & Robiul Islam

Case Sanzida Naznin

Rajshahi sugar mill is in an agro-based

Case Sanzida Naznin

There are 15 sugar mills in the grab of BSFIC.

Like other sugar mills in Bangladesh, RJSM authority has very

Case Sanzida Naznin

The production of sugar is largely dependant on the

But in this case, we have seen that Rajshahi Sugar Mill

Case Sanzida Naznin

In its procurement process, RJSM uses

Case Md. Robiul Islam

• From the very beginning to still today,