Brand development process of Akij Food and Beverage

Abstract

It was more than fifty years ago, Akij Group emerged into the market. Founder and life time Chairman Late Mr. Sheikh Akij Uddin initiated the business in 1950s with a single product of cigarette naming Akij Biri. This brand is one of the biggest and well known unit of Akij Group. Akij Food & Beverage started its journey in 2006.Today AKIJ GROUP has over 18 business units in different sectors including tobacco, jute mills, cement, particle board, housing, textile, ceramics, zarda, and match. The report is prepared on "An Analysis on Akij Food & Beverage". Akij Food &Beverage has a large products line like mineral, energy drinks, different types of juices, chips, various types of cold drinks and their latest addition is milk. To maintain this large product line, Akij built a strong network in all over this country. Moreover, Akij has specialized and skilled HR to run different strategies to capture large number of share. Akij Food & Beverage organize different and exciting promotional activities to maintain their current market share and capture other’s share. In this case, Akij Food & Beverage got extra facilities because it is performed under the shadow of Akij Group which is one of the biggest groups of Bangladesh. The entire report in strategically divided in to three parts, first part involves relevant and accurate in formation of the company Akij Food & Beverage Ltd (AFBL). Overviews of the parent company AKIJ GROUP, its business units, functional and operational units are also discussed. In the second part, I analyzed the AFBL’s overview followed by SWOT analysis, Competitive analysis. The third part involves the in-depth analysis of my research work formatted as per research Speed &its Branding Strategy (Speed Track Master Racing), hypothesis, and data presentation and analysis, hypothesis testing, research findings summary etc. The derived recommendation part of my research is also being compiled on this segment