Akij

Introduction
One of the leading business conglomerates of the country.

Facing high competition in the market.
Huge product range.

Company Background
AKIJ FOOD and BEVERAGE is a sister concern of Akij Group. Initially Akij Corporation
Limited was known as Amin Enterprise and started its operation in 1992. In June 1997 Amin
Enterprise was renamed as Aminuddin Enterprise Limited and in 2001 Aminuddin Enterprise
Limited was again renamed asAkij Corporation Limited.

AKIJ FOOD and BEVERAGE

Mission and Vision
To be the market leader in the food and beverage sector, excelling in product quality, social,
technical and marketing

Methodology
SWOT analysis,
PESTEL analysis and
Porters 5 forces

Their Main Products:

Mojo
Clemon
Frutika
Speed Energy Drink
Farm Fresh Milk
Cheese Puffs
Spa Mineral Water etc.

SWOT Analysis
Strength:
Quick establishment of brands like MOJO, SPEED, FRUTIKA.
Quality of the products.
Availability of products through mass distribution around the country.
High quality machineries and manufacturing system of AFBL.
Unique promotional activities.
Attractive packaging in terms of color combination and design.
Strong local presence
Favorable brand image
Weakness:
Less experience in the beverage market in terms of understanding in timely proper
customer need.
Some improper promotional activities.
Being new in the market AFBL considers a weakness in the entire supply-chain-
management.
Lack of brand awareness
Lack of consistency in promotional activities

SWOT Analysis
Opportunity:
Huge profitability scope in beverage market of Bangladesh
because a sustainable growth of 6% prevails in the market.
Opportunity for AFBL products to be exported in the overseas
Asian market.
As a local company it will get preference from the Bangladeshi
people
Threat:
Unethical practice of the competitors, for example tax violation,
to reduce the price of the product.
Companies like Coca-Cola and Pepsi to be operated as MNCs
Any new company introducing unique flavored refreshing drinks
and having huge financial capabilities.
Very difficult to maintain the products quality.

Porters 5 forces model
Criteria High Moderate Low Reason
Bargaining power of suppliers

There are enough competitors in
the market for bargaining
Bargaining power of Customers

There are some established
company in the market
Threat of new entrants

There are so many local company
and some big company in the
market
Threat of substitutes

The price of the product is more
or less same
Competitive Rivalry between
existing players

Quality of the product and the
price is almost same
Competitors Mojo
International Giants- Coca-Cola, Pepsi

Local Brands- Royal Crown Cola (Partex Beverage)
Pran Cola (Pran Foods and
Beverage)

Spa Mineral Water
Farm Fresh Milk
Aftab Milk
Milk Vita
Aarong Milk
Pran Milk
Frutika
Fruto
Shezan Mango Juice
Slice

Speed Energy Drink
Dark Horse
Shark
Tiger
Cheese Puffs
Bombay Sweets
Al-Amin
Ispahani
Lays
Clemon
RC Lemon
Pran Up
Sprite
7 UP
Segmenting and Target Market

the process of breaking down a larger target market into smaller, more homogeneous
groups of customers
Demographics
We will make different kinds of product for different family group like medium packet for
nuclear family and jumbo packet for big family

For lower income group people we will make mini packet and for higher income people we will
make medium packet and jumbo packet.
Geographic
as we are using MASS marketing strategy that is why we are going to distribute our product
all over the country

Positioning
well-known brand in Bangladesh
to be a market leader akijs food and beverage need to concern about these things:

Meaningful to the consumer
Credible/believable
Unique to your brand
Durable over time
create more awareness about our existing product also the new product by
more advertising
Promotional Mix
Print-ads (on newspaper and lifestyle magazines)
Billboard ads
Radio ads
Television ads
Event Sponsoring
Teaser

Liquidity Analysis
2009 2010 2011 2012 2013
5.62 4.47 4.30 4.23 5.48

0
1
2
3
4
5
6
2009 2010 2011 2012 2013
Liquidity Analysis
Acid Test Ratio
2009 2010 2011 2012 2013
4.99 3.91 3.97 4.1 4.45

0
1
2
3
4
5
6
2009 2010 2011 2012 2013
Profitability Performance
Net Profit Margin
2009 2010 2011 2012 2013
1.15 2.23 2.56 2.21 3.17

0
0.5
1
1.5
2
2.5
3
3.5
2009 2010 2011 2012 2013
Cash Efficiency
Cash Cycle
2009 2010 2011 2012 2013
34 days 39 days 31 days 45 days 41days

Conclusion

As the AKIJ food and beverage of AKIJ group is a well know company in
Bangladesh but there are some food and beverage of AKIJ group which
consumer did not know about them. Lack of awareness and proper
advertising make the process is complex. So we have to consider on
improving Akij foods and beverages weakness and try to capture its
opportunities.

Akij

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Introduction

One of the leading business conglomerates of the country.

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