• Login
    • Library Home
    View Item 
    •   BracU IR
    • Brac Business School (BBS)
    • Internship Report, MBA (Brac Business School)
    • View Item
    •   BracU IR
    • Brac Business School (BBS)
    • Internship Report, MBA (Brac Business School)
    • View Item
    JavaScript is disabled for your browser. Some features of this site may not work without it.

    Market success of Doreo: a premium brand from Danish Foods Limited

    Thumbnail
    View/Open
    12364059.pdf (2.639Mb)
    Date
    2014-09-15
    Publisher
    BRAC University
    Author
    Kabir, Muhammad Shahadat
    Metadata
    Show full item record
    URI
    http://hdl.handle.net/10361/3680
    Abstract
    It is very much important to concede the academic knowledge with the practical one. Keeping this view in mind, BRAC Business School makes proper arrangement of practical orientation (internship) each semester for the students of MBA program. To fulfill this orientation, I have joined Partex Star Group at Danish Food Limited as an internee where I have worked in accounts & finance department. As an academic requirement, I have gone through a study on “Doreo”, a premium biscuit brand from Danish Food Ltd. Partex Star Group is one of the largest private conglomerates in the country that own several business units where one unit is Danish Food Ltd., one of the leading food and beverage producing and marketing company. Danish Food produces different brand of biscuits and has got good market response from the consumer. Among these brands, Doreo is one of the premium brands which feature as creamy chocolate biscuits wafer. It was first launched in the market in 2005 and a very short span of time it has achieve 40% market in country despite competing with international market of biscuit brand Oreo. To analyze the market success of Doreo, I have conducted a research through survey questionnaire which is mainly focus on its target consumer. When collecting data from the consumer, some of them were reluctant to answer the questions mainly the women. I have collected data both from parents and young people to know my brand current market situation and also its market success. I have found that it has less in quality than Oreo and people mainly buy it for price reason. So I recommended Danish Food Ltd to focus more on quality, taste as well as price has to be control so that it can give a good fight with Oreo. Lastly I can say this brand Doreo has a good future in the Bangladeshi Market as it has strong brand and promotional strategy to gain more market share as well as fight with an international biscuit leader. I think our consumer will prefer our brand which will provide a country made tasty and less price premium biscuit without compromising quality.
    Keywords
    Business administration
    Description
    This internship report is submitted in a partial fulfillment of the requirements for the degree of Master of Business Administration,2014.
     
    Cataloged from PDF version of Internship report.
     
    Includes bibliographical references (page 38).
    Department
    BRAC Business School, BRAC University
    Collections
    • Internship Report, MBA (Brac Business School)

    Copyright © 2008-2019 Ayesha Abed Library, Brac University 
    Contact Us | Send Feedback
     

     

    Policy Guidelines

    • BracU Policy
    • Publisher Policy

    Browse

    All of BracU Institutional RepositoryCommunities & CollectionsBy Issue DateAuthorsTitlesSubjectsThis CollectionBy Issue DateAuthorsTitlesSubjects

    My Account

    LoginRegister

    Statistics

    View Usage Statistics

    Copyright © 2008-2019 Ayesha Abed Library, Brac University 
    Contact Us | Send Feedback