Managing Profitable Customer Relationships and Partnering to Build Customer Relationship

[pic 1][pic 2][pic 3]AMERICAN INTERNATIONAL UNIVERSITY BANGLADESH

PRINCIPLE OF MARKETING

ASSIGNMENT TOPIC:

“Managing Profitable Customer Relationships and Partnering to build Customer Relationship” – A study on:

PRAN GROUP

[pic 4]

Topics to be covered:

1. Company Overview (Background, Mission & Vision).
2. List of Market Offerings (Product & Services of the organization with Sizes and Prices)
3. Practice of Marketing Concepts
4. Structure of Supply Chain Management
5. List Business Portfolio (SBUs) of the organization
6. Evaluation of SBUs by BCG Matrix (Category of their Products, Business or Subsidiaries)
7. Implementation of Product-Market Expansion Grid Strategies
8. Societal Marketing Activities (CSR done by the organization)
9. SWOT Analysis (5 each to 4 categories)
10.  Suggestions & Recommendations

Group Members Name and ID:

1. Company Overview (Background, Mission & Vision)

Background:

PRAN stands for

Programme for Rural Advancement Nationally.

“PRAN” is currently the most well known household name among the millions of people in Bangladesh and abroad also. PRAN GROUP was born in 1980. Since its inception in 1980, PRAN Group has grown up in stature and became the largest fruit and vegetable processor in Bangladesh. It also has the distinction of achieving prestigious certificate like ISO 9001:2000, and being the largest exporter of processed agro products with compliance of HALAL & HACCP to more than 70 countries from Bangladesh.

PRAN 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” has established itself in every category of food and beverage industry and can boost a product range from Juices, Carbonated Drinks, Confectionery, Snacks, and Spices to even Dairy products.

Today, our consumers not only value “PRAN” for its authentic refreshing juice drinks products , but also for its mouth watering quality confectionery products with high visual appeal and exciting texture. We intend to expand our presence to every corner of the world and strive to make “PRAN” a truly international brand to be recognized globally.