Key factors for Kazi Farms Kitchen to achieve leadership of the frozen (processed) food industry

Abstract

Frozen (processed) food industry in Bangladesh is growing day by day at a rapid pace as the demand for “ready to cook” convenience food is increasing. The advent of nuclear family with working parents in Bangladesh is increasing and city dwellers and households are progressively adapting to frozen foods (not only protein- like fish and meats but also vegetables as well). As demand is increasing, competition is increasing as well. Many participants are entering into this sector with newer variety of frozen food products. From the analysis and findings it is identified that to win in this competition as well as to achieve leadership, company has to adopt key factors like taste, availability of products; visibility of products at the point of purchase; customer satisfaction; customer loyalty; continuous innovation etc. are crucial and needed to be ensured. Customers focus on more taste for choosing any brand. It is most important to them. This report contains valuable information about the key factors to achieve leadership of the frozen (processed) food industry of Bangladesh and the possible way to achieve leadership which is the ultimate goal of all companies. Kazi Farms Kitchen started its operation in this industry in November, 2013. Though it is comparatively a new company, it has become one of the leading frozen food providers. ‘Key Factors to Achieve Leadership of the Frozen (Processed) Food Industry’ will help them to achieve leadership.