An analysis of marketing strategies and practices of Aftab Bahumukhi Farm Limited

Abstract

Aftab Bahumukhi Farms Ltd. (ABFL) was established in 1991 by AL-Haj Jahural Islam, the founder chairman of Islam Group. To adapt the changes and meet the demand of 21st century this farm has a modern poultry processing plant, the first of its kind in Bangladesh, with the capacity to process 1000 (One thousand) birds per hour, equipped with modern amenities. Aftab Bahumukhi Farm has also established further processing plant to supply ready to cook chicken based items in the city markets. ABFL has more than 22(Twenty two) different processed and further processed products. Moreover, Aftab products are the present market leader for both processed and further processed chicken products. However, after analyzing the industry information and visiting the company sales center had given me the feel that there are huge lacking in the marketing strategies and practices. To find out the existing problems of Aftab Bahumukhi Farms Ltd. (ABFL) in terms of its major products, processed and further processed chicken items, and to find out better ways, this research paper is directed. In this study a market share analysis as well as analysis of competitors who have the similar products in the market is made. Market share analysis and competitor analysis is conducted based on the competitors marketing practices. This research is conducted as a descriptive research on selected sample size and industry members. The major competitors of the processed chicken products of Aftab Bahumukhi Farms Ltd. are BRAC, Whitehen and so many non brand farms. The largest pie of the processed chicken product’s market share is occupied by the non branded farms. The main strengths of the non branded farms are the low price and high availability. The nearest competitor is BRAC. Though Aftab produces the highest quality product, lack of proper marketing strategies and communication, it is losing important market shares. Aftab only occupies 16%of the total market share where as non branded farms have 61% market shares. In terms of further processed Chicken products Rich brand of Harvest Rich Group has the largest market shares. Rich occupies 70% of total market share whereas Afatb occupies only 20% of the market shares. The marketing strategies of Rich brand are better planned and successful in terms of branding, packaging, promotion and distribution than Aftab Bahumukhi Farms Ltd. Even Aftab Bahumukhi Farms Ltd does not have separate marketing and sales team. And the amount of promotional activities are performed by the company is very poor compared to its competitors. The Kazi Farm, Nourish Agro and Cp are the new entrants in this industry. But their marketing efforts are quite impressive and well planned. Aftab Bahumukhi Farm has enough resources in terms of its competitors. And already the company has the brand image of Quality Producer. In the last part of the report a SWOT analysis is made to present the company’s strengths and opportunities as well as weakness in terms of competitors. And a set of marketing strategies are developed which will deliberately help the management to overcome the present inefficiencies.