Promotional mix of Rahimafrooz Superstores Limited

Abstract

Rahimafrooz is one of the largest trading businesses in Bangladesh which was founded by Mr. Abdur Rahim in 1954. Agora is one the main domain of Rahimafrooz which is also the first retail store in Bangladesh. Currently it is holding 22% share of the retail industry. It has in total 15 outlets in Dhaka and Chittagong. Agora entered in this industry as a pioneer with great leadership, innovative strategies. Meena bazaar and Shwapno followed the same path and entered into the industry in 2002 and 2007. Even though they were late comer but Shwapno successfully own 35% market share in this industry. One of the advantages Agora has over other competitors is the category department which is basically does the supply chain works and also all the non-food works. They maintain the quality control extremely. The report includes the Agora’s marketing strategies to capture the market share and growth. Moreover, it also focuses on Agora and its rival’s promotional mix to judge its marketing strategies. After comparing I have came up with findings and recommendation which discloses the area of improvement in promotional activity of Agora.