An Analysis on Akij Food & Beverage

Abstract

It was more than fifty years ago Akij Group emerged into the market, and it was as small-time jute traders. Entrepreneur, Founder and life time Chairman Late Mr. Sheikh Akij Uddin then 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 and it is considered to be one of the oldest and most well known product across the country and in the few international market as well. Akij Food & Beverage started its journey in 2006.Today AKIJ GROUP has over 16 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 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 '- 'Jt a strong network in all over this country. Moreover, Akij has specialized and skilled HR to .:-un 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 others share. In this case, Akij Food & Beverage got extra facilities because it is performed underthe shadow of Akij Group which is one of the biggest groups of Bangladesh. Akij Food &Beverage strongly aligned with mother company Akij Group to create synergy. That's why the turnover of Akij Group and Akij Food & Beverage is higher than that of other companies. The entire report in strategically divided into three parts, First part involves relevant and accurate information 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 analyse the AFBL' s overview followed by the 4p (Product, Price, Place,Promotion) analysis, SWOT analysis, Competitive analysis along with the marketing strategy analysis and budgeting are being covered in this part. The third part involves the in-depth analysis of my research work formatted as per research technique, hypothesis, data presentation and analysis, hypothesis testing, research findings summary etc. The derived recommendation part of my research is also being compiled on this segment.