Qualitative analysis of City Group’s marketing strategies and CSR activity for Teer

Abstract

City Group was established by Fazlur Rahman, a business magnate in the private sector of Bangladesh. City Group began on 6 February 1972 as a mustard oil company venture. After its first successful project, City Group invested in new fields, including manufacturing, industry and trading. More enterprises were established in the early 1990s; these included consumer goods, foods, steel, printing & packaging, shipping, power and energy, shares and securities, insurance, media, and healthcare. TEER is City Groups biggest success story. It was awarded Worlds Prestigious UK based Superbrand Award 2009. TEERs’ Atta, Maida (flour), Suji (semolina) has won 13 awards from 2009 to 2014 under Bangladesh Brand Forum for being the best brand. In this report we will see the things TEER does to keep its branding image and marketing strategies fresh and innovative. City Group is a very traditional organization who admires the traditional ways of marketing and advertisement which is actually not bad. There is a saying “if it’s not broken then do not fix it”. TEER is such an old brand that people in our country as grown up by seeing its advertisement from a very early time and it has created a positive image for years and will continue for years to come. TEER excess on a couple of major sectors in FMCG (Fast-Moving Consumer Goods) market in our country these are – production, distribution, import, innovation and technology. Factories ensure superior product quality using the finest Buhler machines of Switzerland. Furthermore, one of City Groups main concern is City Navigation Ltd. which holds 37 maritime vessels and 2 mother vessels to import food grains from other countries to Bangladesh. TEER is not only focused on building company growth but also does a lot for the society. A very high budget Corporate Social Activity of TEER is “TEER Go for Gold” whose main objective is to earn Gold medal for our countries archers in the Tokyo Olympic 2020. This 5 year project started in 2017 and since then Bangladesh Archery Federation has achieved a lot of medals and qualified for “Tokyo Olympic 2020”. The only thing left is to win the gold medal in Tokyo. In this report, we will learn what products TEER is excelling and which needs re-innovation. Also, we will see the SWOT analysis of TEER which will show the dynamic problems and threats. Due to City Group being a private limited company the report will mainly focus on qualitative rather than quantitative analysis for strict company policies.