Professional Documents
Culture Documents
On
PRAN-RFL Group
A RISING MARKET GIANT of
BANGLADESH
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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 agroprocessing 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.
Chapter 1
1.1
1.2
1.3
1.4
1.5
Name of contents
Introduction
Executive summary
Origin of the topic
Objective of the study
Methodology of the study
Limitation of the study
Page
01-07
03
04
05
06
07
Chapter 2
2.1
2.2
2.3
2.4
2.5
Description
Organizational overview
Industries & corporate office
Organogram
Total concern
Total employees
08-27
09
12
14
16
17
2.6
2.7
2.8
2.9
2.10
Products
Product positions
Export
HRD & HRM
CSR
18
20
21
22
25
Chapter 3
3.1
3.2
3.3
3.4
Analysis
SWOT Analysis
Marketing strategies
Financial condition & statement
Contribution to economy
28-39
29
31
33
36
3.5
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 RFLs 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.
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.
Methodology
In 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-
INTERNET
To know more elaborately about PRAN RFL Group we also take the help of internet.
OTHERS
We also take informations from news paper, articles and papers on PRAN RFL to make our
assessment more informative and rich.
Time is a major factor in this kind of work. But; we dont get enough time to do our
term paper work as it should be.
Due to secrecy of business strategy, the authority of PRAN Group didnt 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
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 handson-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.
PRANs VIEW- Development of rural & agricultural sector of Bangladesh.
PRANs MISSION -Poverty and hunger are curses
PRANS AIM -To generate employment and earn dignity and self respect for our competitors
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 -83
TEL: +880-2-8819209 EXT. -271,
MOBILE: 01912-257289,
FAX- 880-2-8837464,
E-mail- hrm19@prangroup.com,
Web: www.pranrflgroup.com
OTHER INFORMATIONS:
List of concerns:
Concerns of PRAN:
1. AMCL
2. Pack Mate
3. PAL
4. BBL
5. BAPL
6.
7.
8.
9.
PFL
PABL
PCL
DAIRY
Concerns of RFL:
1. PBCL
2. Plastics
3. METAL-1
4. METAL-2
5. Hanger
6. Re-Cycle
7. RCL
8. TANK
9. Bag
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 29
day of the month, so that the employees dont 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:
th
1.
2.
3.
4.
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
-Bread
1. Carbonated soft drink
-PET bottle
-Energy drinks
6. Snacks
-Fried snacks
-Pallet Snacks
-Other Ethnics
-Chuteny
7. Culinary
Spice
Mix Spice
Pickle
Sauce, Ketchap & Paste
Jam & Jelly
Mustard Oil
Rice & Allied Products
Mushur Dal
Papar
Honey
Noodles &
Others.
8. Confectionary
Candy
Deposited Candy
Hard-Boiled Candy
Soft-Chew Candy
Chocolate & Toffee
Chewing gum
Loli Pop
Edible Jell
Fruit Bar
9. Biscuit
Biscuits
Water
Toast
10. Dairy
Liquid Milk
Milk Powder
Milk Drinks
Milk 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, thats 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
28
Juice
Beverage
N/A
Culinary
15
Dairy
18
Plastic products
N/A
Metal tools
N/A
Metal pipes
N/A
Snacks
22
N/A
Generator
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.
2.
3.
4.
5.
6.
Pakistan
India
Nepal
Bhutan
Afghanistan
Myanmar
Europe
1.
2.
3.
4.
5.
6.
France
Spain
Germany
England
Scotland
Ireland
Africa
1.
2.
3.
o
Egypt
Senegal
Also in many countries of east and west Africa.
PRAN Also export there products in USA and many other countries of the globe.
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.
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.
3.
3.
3.
3.
3.
3.
3.
3.
3.
3.
Our CSR effort revolves around the four premises i.e. Environment, Energy Preservation, and
Community & People to improve the quality of livelihood.
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:
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
Chapter 3: Analysis
- 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.
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 parts1. 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.
FINANCIAL CONDITION OF
PRAN-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.
Export
Employment
They recruit a lot of top, middle and supervisory workers & employees over year.
They have 40,000 workers overall.
Industries
Foreign currency
From export PRAN-RFL earns a huge amount of foreign currency.
Contributing to our revenue.
Product variation
Affordable product price.
Rural Development
LIST OE INDUSTRIES:
7. Ekdala, Natore.
7. Ghorashal, Narshingdi, Polash.
7. Kaligong, Gazipur.
7. Adamjee EPZ.
7. Rupgonj, Narayangonj.
7. 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 -83
TEL: +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 one of the countrys largest food processing company has received the UDC Asia
Best Food & Beverage Products 2011 in recognition of its outstanding achievement in
business.Universo DeComercio (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.