An analysis of marketing strategies and practices of Aftab Bahumukhi Farm Limited
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Date
2012-05-21Publisher
BRAC UniversityAuthor
Moinuddin, Md. KhawzaMetadata
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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.