Pran Group Swot Analysis

1955 Words Apr 9th, 2013 8 Pages
PRAN stands for Program for Rural Advancement Nationally.The largest fruit and vegetable processing industry in Bangladesh with countrywide distribution network AMCL’s PRAN is an established brand of Bangladesh with an extensive sales force all over the country. PRAN have a well-developed infrastructure for production, sales and distribution. PRAN has proven itself as – Local product but of international standard.
• Quality maintenance and improvement.
• Satisfied customers.
• Hold on to the current customers and again gain customer loyalty.
• Gain competitive advantage over all the competitors.
• To double sales and expand production capacity every 7-8 years.
• To become one of the biggest names in international fruit and
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Therefore PRAN had the first mover’s advantage which they are still enjoying till now.
• Internal strength: AMCL has a very powerful management team to guide a strong gigantic workforce. Despite its huge size PRAN has been able to maintain labor productivity and increasing sales. Its labor productivity is twice as much as any other local company in the market (Not foreign companies).
• Market share: PRAN AMCL has a great competitive advantage over the other competitors. As mentioned earlier it is the largest fruit and vegetable processing industry in Bangladesh and holds the biggest share in markets in Bangladesh among the local companies. PRAN has the largest sales in fruit drinks after Coca-Cola and PepsiCo.
• External threats: Too much competition from international organizations, for example Coca-Cola, PepsiCo, RC-Cola, Virgin Cola, Rasna (India), Shezan (Pakistan) etc.
• Internal weaknesses: Large size of the business and workforce makes it difficult to manage perfectly. As a result it often causes internal conflict.
• Existing competitor of the current market is not that much strong which the pran company has.
• Pran can be export to other countries.
• Existing distribution channel is being used.
• High growth rate in this industry.
• Competitor can produce the same product.
• Downward pressure on pricing.
• Political instability, economy etc.
• New innovation from other competitors could be a
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