Retail and modern trade survey to analyse the market prospect of BRAC Chicken

Abstract

The poultry market in Bangladesh has been growing with prodigious leaps and bounds for a quite a long period of time. BRAC Enterprise has been the pioneer in the journey of a revolutionary growth in this sector and has always led by example from the forefront. In line with their strategy to keep ahead of this movement, BRAC Chicken was established to meet the ever increasing domestic demand of frozen ready-to-cook chicken snacks as well as the demand of high protein yielding hygienically processed raw chicken. Recently, BRAC Chicken has been accelerating their production schedule to penetrate the retail consumer market and this research strives to aid that effort by assessing the market condition for the frozen product niche through a two pronged approach from both retail and consumer perspective. This particular study analyses primary data gained through a market shelf share survey and a modern trade consumer survey to gain a placid market insight.