Name: Rased Abdur, ID: 09-14501-2

BD FOOD Bangladesh Ltd.

BD Food a successful Food Company of Bangladesh

BD FOOD LTD.

Name: Rased Abdur, ID: 09-14501-2

Company Profile

BD FOODS LIMITED made its entry into the agro-products market with various powdered spices, Pickles, Sauces, Chutney and savories like Chanachur, Fried Dal etc. Their account has been on quality with assurance of world class hygienic standards. Building on the close to three decades capacity of its parent company, BD Group, the largest exporter of Bangladeshi white fish to the international market, BD FOODSLIMITED is simultaneously marketing its products at home and abroad. Consumer Relations t h e i r success depends upon the

s a t i s f a c t i o n , t r u s t a n d g o o d w i l l t h e y c r e a t e w i t h t h e millions of consumers who buy and use their products each year. Because the reputation o f t h e i r b r a n d s i s p a r a m o u n t , t h e y a l w a y s v a l u e f e e d b a c k f r o m t h e i r c o n s u m e r s . B D FOODS Ltd. endeavors to serve the needs of our consumers by being consistent, fair and responsive in all communication and interaction. The Consumer Relations team is staffed with professional representatives who are knowledgeable about BD Food's products and who welcome the opportunity to hear from our consumers.

Mission & Vision of BD Foods Ltd

At BD FOODS LIMITED however, their vision goes beyond merchandising and export. Their product line-up as well as the international trust and coverage in marketing stems from our corporate, sense of belonging to Bangladesh and all that its stands for commitment to capacitybuilding at home, value added promotion of indigenous products and showcasing of Bangladesh to the high-end global market place. They believe in the prospect of Bangladeshi products, especially agro-products for accessing and competing in the mainstream global market. The social commitment and confidence they feel, is a part of their corporate responsibility. Beyond this, they want also to inculcate in all segments of society, this sense of bonding with this laud, its resources, the pegged and strengthen faith in their National prospect and potential, they none a mission to link enterprise with a focused social bias. They are conduced that development is past of a social continuum encompassing wealth minds, healthy commits and a healthy nation. They sell food products but the main motivation is we package our social bonding and responsibility with every product we sell. The vision that motivates BD FOODSS people and

BD FOOD LTD.

Name: Rased Abdur, ID: 09-14501-2

drives their operations is the desire to gain the market leadership through world class performance across all areas of their business

Four Guiding Principles Strength from Diversity Open minded Freedom through Responsibility Enterprising Sprit

Marketing Mix
The product is the centre of the marketing mix and the other three Ps are based around it. Consumers purchase goods and services for a variety of individual reasons and a company must be aware of all of these when selling a product (that is why they conduct market research). BD food does exactly the same and comes up with innovative products almost a year. The new product that BD Food launches has some new feature or price difference, thus appealing to the consumer. In short they offer product of great variety with various feature and high quality. Price is a key factor in the selling of a product, and is usually the one that is open to the most change based on different pricing strategies, for example, competitor based penetration or skimming. The three main factors affecting the amount charged for a product or service are the cost of production, customer demand and competition. This refers to the chosen outlets for a product or service, for a product to be very successful it must be easy to access, BD FOOD product are very easy to access nowadays, they are sold in supermarkets, and any retail shop. Place is very important factor for every company if the company do not placing properly the company will be failure. Placement is the distribution of the product to its customers at right time, in right quantity, at right price and at right place. To ensure this, channel adopted by the BD Food for distribution is as follows: Producer Wholesaler Retailer Consumer

BD FOOD LTD.

Name: Rased Abdur, ID: 09-14501-2

This involves providing information to the customer over a variety of media platforms, using radio, television and print advertising as well as using other promotional tools such as money off deals and buy one get one free. The advertisements that BD FOOD comes up with are very successful in targeting the customers in a consumer market. The advertisement are made in such a way that it appeals to the psychology of the customer. They also have various sales promotion schemes like offering discounts on special occasions and giving free one with purchase of one product.

STP (Segment, Target and Position)

Market segment consists of a large identifiable group within a market with similar wants, purchasing power, geographical location, buying attitudes, or buying habits. In a total market, there is always some diversity among the buyers. Within same general market there are group of customers, market segments, with different wants, buying preferences, product use behavior. In some markets these differences are relatively minor, and a single marketing mix can satisfy benefits sought by the consumer. The market segment is based on need based and its targeted for every one who cares for his/her life and wants to maintain good health. After the company has segmented a market, management must next select one or more segments as its target markets. The company can select any one of the tree strategies i.e. Market Aggregation, single segment concentration, or multiple segment targeting. The target market consists of upper lower class to upper upper class due to their purchasing power and company is following multiple targeting strategies which include mainly two focus groups i.e. home & office consumption especially for bulk water. After identifying the segments and then selecting one or more to target, the marketers must next decide what position to pursue. A position is the way a firms product, brand, or organization is viewed relative to the competition by current and prospective customers. When positioning a product the marketer wants to convey benefits most desired by the target market

BD FOOD LTD.

Name: Rased Abdur, ID: 09-14501-2

The BCG Matrix

The Boston Matrix, developed by Boston Consulting Group, was devised as a clear and simple method for helping corporations decide which parts of their business they should allocate their available cash to. It is a valuable tool for rapidly gauging the options open, both on a corporate and personal basis. With its easily understood classification into "Dogs", "Cash Cows", "Question Marks" and "Stars", it helps quickly and simply screen the opportunities available, and helps to figure out how to make the most of them.

BCG Matrix

The stars are the high relative market share and high market growth. BD Foods is to some extent the stars in their business. This is because with the high quality and new designs which often comes makes them more popular among the customers. The customers in the all class want quality and BD Foods offers the best quality of Brand are BD Chanachur, BD Chatni, Fried Dal
etc

The cash cows are their cosmetic and cleaner type of product. i.e: spices, Pickles, BD Halim Mix. The Company has to take actions to convert these products into stars. The BD Mashla, BD Jely etc are Dogs, because it has low-share business with low growth market, about Bangladeshi market. The company has to consider about what it can do by perking up the low share and growth market.

BD FOOD LTD.

Name: Rased Abdur, ID: 09-14501-2

The question marks are the BD Lachaha Semai and BD Fried Peanut. They have high market growth but low market share. The company has to reach a verdict about which question marks they should try to transform into stars and which one of these should be phased out.

SWOT Analysis of BD Food

Strength 1. Good Quality 2. Strong marketing network 3. Strong monitoring system 4. Sales plan and implementation 5. Proper distribution system 6. Proper promotional activities 7. Good marketing information system Weakness 1. Insufficient media promotion 2. Insufficient product penetration 3. As Lack of SKU wise product focus in the market 4. Insufficient product delivery as per market demand 5. Packaging materials bought form other company Opportunities 1. Huge scope in Bangladesh 2. Huge scope in neighboring countries 3. Huge promotional activities in various satellite channel 4. Market Penetration opportunity 5. Market share gain able 6. Reference group influence Threat 1. New competitors 2. Good promotional activities 3. Raw materials procurement by using sub-contract system 4. Price fluctuation

BD FOOD LTD.

Name: Rased Abdur, ID: 09-14501-2

Successful or Unsuccessful:
BD has been a huge success in Bangladesh BD Food is the most popular company in food industry in the Bangladesh. BD Food has been huge success in Bangladesh. BD Food limiteds had a turnover Tk 5.8 billion in 2009 which tell us about their cuccess in the marketplace The Key success factor of BD Food Bangladesh Ltd are1. Highly developed HR department 2. Quality product 3. Understanding of cultures, traditions and needs of consumer. 4. very favorable task environment

Highly developed Human Resource (HR) department: BD regards its personnel as its most valuable asset. The HR department of BD is highly competitive and efficient in the sense that they carefully select personnel before hiring them. Potential employees are assessed by WORK SAMPLING process. BD offers an excellent working environment where people are regardless of their levels, have equal opportunities to express their opinions both in team and without being in team, to their upper manager. Management of BD believes in open door policy and highly discourages bureaucracy in the operational process. BD also provides orientation and on-the-job training to its employees of all level, starting from when they join BD, till they leave the company. BD offers an international working climate especially in teamwork which is conducive to creativity, innovation and the development of personality and which gives new employees responsibility at an early stage of their career, and opportunities of fast development of high performers. The training always happens after 6 months and holds for 2 weeks and conducted by external trainer of foreign countries in another training session, external trainer evaluates the teamwork and gets 360-degreeand effective performance feedback from other employees. The external trainer sends an appraisal to the top level manager to increase the compensation or facility of the person whose performance is better. All this facility gives employee freedom to take good decision, work and solve problem efficiently and get some positive and negative reinforces in the job. BD believes that a happy employee translates into a productive employee. Hence, the role of the HR department is so important to the success of BD Food Bangladesh Ltd.

BD FOOD LTD.

Name: Rased Abdur, ID: 09-14501-2

Best Quality with lower cost: Quality made BD a differentiator. For this BD is providing best quality of foods and to do so they take effective steps, update, adapt, extend products and brands to enhance their relevance to consumers since they consider taste, appearance and price when they make a decision. It charges higher price than its competitors charge for its best quality and safety. BD existing products grow and succeed through renovation while maintaining a balance of quality in geographic activities and product lines. Understanding of cultures, traditions and consumer needs: BD Food has already been marketing its products for around 10 years and gained the trust of the consumers and the recognition. In Bangladesh people believe experienced company is better than new. BDs success is based firmly on the concept that food is a local matter. BD always analyze culture, traditions, needs, facts of consumer that food products have to be closely linked to

Very favorable task environment: Task environment includes customer, competitor, supplier, labor. Customer- BD Foods is very preferable now to the customer because they produce unique and quality full. CompetitorMaximum number of this companys product is in monopoly market state like BD Chanachur, BD chatni. Supplier and laborsHuge number of suppliers and labors who charge low price.

In conclusion, we recommend BD Foods Ltd. to build more industries of other product like BD chanachur, breakfast cereals since product range in Bangladesh is limited. It will incur more cost efficiency, employment and customer for new product. We would also suggest BD to indulge in more research and development so that they can further cut down on costs.

Question: 1. Make a summary of the case. 2. What is the main success factor of BD Foods? 3. How can you differentiate BD Foods product from other? 4. What is the threats for BD Foods and how can prevent this?

BD FOOD LTD.

Name: Rased Abdur, ID: 09-14501-2

Reference:
http://www.bdfoods.net www.google.com www.yahoo.com http://www.scribd.com http://www.oppapers.com

BD FOOD LTD.