You are on page 1of 78

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

Introducing Group Members. . . .


presenting-

Welcome Sanzida Naznin


(roll 060037)

Case
Study
presentation

Md. Anisur Rahman

Introducing Group Members. . . .


presenting-

Welcome Sanzida Naznin


(roll 060037)

Case
Study
presentation

Md. Jobaye Noor Rahman Shoron

Introducing Group Members. . . .


presenting-

Welcome Sanzida Naznin


(roll 060037)

Case
Study
presentation

A.K.M. Reyad Rahman

Introducing Group Members. . . .


presenting-

Welcome Sanzida Naznin


(roll 060037)

Case
Study
presentation

Sanjida Naznin

Introducing Group Members. . . .


presenting-

Welcome Sanzida Naznin


(roll 060037)

Case
Study
presentation

Robiul Islam

Introducing Group Members. . . .


presenting-

Welcome Sanzida Naznin


(roll 060037)

Case
Study
presentation

Md. Amirul Islam

Introducing Group Members. . . .


presenting-

Welcome M. M. R. Chowdhury
(roll 060037)

Case
Study
presentation

Abu Syed Md. Lotiful Islam

Introducing Group Members. . . .


presenting-

Welcome M. M. R. Chowdhury
(roll 060037)

Case
Study
presentation

Quazi Md. Zafor Iqbal Ghani


Plabon

Introducing Group Members. . . .


presenting-

Welcome M. M. R. Chowdhury
(roll 060037)

Case
Study
presentation

Taslima Sultana Shaon

Introducing Group Members. . . .


presenting-

Welcome M. M. R. Chowdhury
(roll 060037)

Case
Study
presentation

Md. Nishadul Islam

Introducing Group Members. . . .


presenting-

Welcome M. M. R. Chowdhury
(roll 060037)

Case
Study
presentation

Md. Sirajul Islam

Introducing Group Members. . . .


presenting-

Welcome M. M. R. Chowdhury
(roll 060037)

Case
Study
presentation

M. M. R. Chowdhury Bipu

Introducing Group Members. . . .


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-

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


(roll 060037)

Case
Study
presentation

2nd
Md. Robiul
Islam
2nd part of

An overview & summery of the case


presenting-

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


(roll 060037)

Case
Study
presentation

3rd

Md. Jobaye Noor Rahman


Shoron

Structural analysis of sugar industry


Requireme
nt 1
presenting-

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


(roll 060037)

Case
Study
presentation

4th

Quazi Md. Zafor Iqbal


Ghani Plabon
Foundations of business strategy
Requireme
nt 2
presenting-

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


(roll 060037)

Case
Study
presentation

5th
Taslima Sultana Shaon

Generic Competitive Strategy


Requireme
nt 3
presenting-

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


(roll 060037)

Case
Study
presentation

6th
Ahmed Sultan

Competitive Positioning of RJSM


Requireme
nt 4
presenting-

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


(roll 060037)

Case
Study
presentation

7th

Md. Nishadul Islam


Nishad

Recommendation
presenting-

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


(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:

Case Md. Robiul Islam


( 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:

Case Md. Robiul Islam


( 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:

Case Md. Robiul Islam


( 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:

Case Md. Robiul Islam


( 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.
Discussion on requirement : 1 presenting :

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
Discussion on requirement : 1 presenting :

Mr. Soron
“Structural Analysis of Sugar Industry” (roll 060020)

Risk of entry
Discussing
Porter’s five
by potential
forces model… competitors

Bargaining
power of
suppliers

Risk of entry
by potential
competitors

Bargaining Bargaining
Rivalry among power of
power of
established buyers
suppliers
firms

Threats of
substitute
product
Discussion on requirement : 1 presenting :

Mr. Soron
“Structural Analysis of Sugar Industry” (roll 060020)

Risk of entry
Discussing
Porter’s five
by potential
forces model… competitors

Bargaining Bargaining
power of power of
suppliers buyers

Risk of entry
by potential
competitors

Bargaining Bargaining
Rivalry among power of
power of
established buyers
suppliers
firms

Threats of
substitute
product
Discussion on requirement : 1 presenting :

Mr. Soron
“Structural Analysis of Sugar Industry” (roll 060020)

Risk of entry
Discussing
Porter’s five
by potential
forces model… competitors

Bargaining Bargaining
power of power of
suppliers buyers

Risk of entry
by potential
competitors

Bargaining

Threats of
Bargaining
Rivalry among power of
power of
established buyers
suppliers
firms

substitute
Threats of
substitute
product
product
Discussion on requirement : 1 presenting :

Mr. Soron
“Structural Analysis of Sugar Industry” (roll 060020)

Risk of entry
Discussing
Porter’s five
by potential
forces model… competitors

Rivalry
Bargaining Bargaining
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

Taslima Sultana Shaon


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

Requirement : 4 “ Competitive position of RJSM ‘

High

Price/quality

Low

Few Many

Market segment
presenting :

Ahmed Sultan
(roll 060011)

Discussion on

Requirement : 4 “ Competitive position of RJSM ‘

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 :

Recommendation Md. Nishadul Islam


(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 :

Recommendation Md. Nishadul Islam


(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 :

Recommendation Md. Nishadul Islam


(roll - 060042)

Observation : Obsolete procurement process.


regardi
ng
Production

Recommendation : It should be modernized and


upgraded
Recommending :

Recommendation Md. Nishadul Islam


(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 :

Recommendation Md. Nishadul Islam


(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 :

Recommendation Md. Nishadul Islam


(roll - 060042)

Observation : Very high.


regardi
ng
Production
cost

Recommendation : Must be kept in a reasonable


boundary.
Recommending :

Recommendation Md. Nishadul Islam


(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 :

Recommendation Md. Nishadul Islam


(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 :

Conclusion Saumitra Paul


(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 :

Conclusion Saumitra Paul


(roll 060007)

Infrastructure

HRM

Research & development

Materials management

Manufacturing Marketing

Value Chain
Concluding :

Conclusion Saumitra Paul


(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

Conclusion potentiality

A business portfolio
Paper
Paper & Newsprint A couple of
Alcohol prospective
& lucrative scopes
Spirit of sugar industry….
From baggage
Electricity (remaining part of
sugarcane)
MUS
Fuel stick Concluding :

Saumitra Paul
(roll 060007)
Sugar industry has a very big

Conclusion potentiality

A business portfolio
Paper
Alcohol A couple of
Alcohol prospective
& lucrative scopes
Spirit of sugar industry….
From molasses
Electricity (uncrystallized syrup
extracted from raw sugar)
MUS
Fuel stick Concluding :

Saumitra Paul
(roll 060007)
Sugar industry has a very big

Conclusion potentiality

A business portfolio
Paper
Spirit A couple of
Alcohol prospective
& lucrative scopes
Spirit of sugar industry….
From molasses
Electricity (uncrystallized syrup
extracted from raw sugar)
MUS
Fuel stick Concluding :

Saumitra Paul
(roll 060007)
Sugar industry has a very big

Conclusion potentiality

A business portfolio
Paper
Electricity A couple of
Alcohol prospective
& lucrative scopes
Spirit of sugar industry….
From Steam
Electricity (produced in its boiler
during crashing season)
MUS
Fuel stick Concluding :

Saumitra Paul
(roll 060007)
Sugar industry has a very big

Conclusion potentiality

A business portfolio
Paper
MUS A couple of
Alcohol Molasses+Urea+Straw
prospective
& lucrative scopes
Spirit of sugar industry….
From Molasses
Electricity (it’s a rich food for
livestock)
MUS
Fuel stick Concluding :

Saumitra Paul
(roll 060007)
Sugar industry has a very big

Conclusion potentiality

A business portfolio
Paper
Fuel Stick A couple of
Alcohol prospective
& lucrative scopes
Spirit of sugar industry….
From Press Mud
Electricity (it’s a good fuel for
household cooking)
MUS
Fuel stick Concluding :

Saumitra Paul
(roll 060007)
Sugar industry has a very big

Conclusion potentiality

A business portfolio
Paper
Alcohol Thank A couple of
prospective
& lucrative scopes
Spirit
you of sugar industry….

Electricity
MUS
Fuel stick Concluding :

Saumitra Paul
(roll 060007)
Interactive session

Questions
&
Answers