Marketing Activities of Akij Food and Beverage Limited

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2.2: Sources of data:

Majority of the study is based on primary data. However some secondary data source is used for background study.

*Primary Sources:

- Face to face interview with the AFBL officials

*Secondary Sources:

- AFBL, Official records

- AFBL Annual report

- Resume of the activities of the international institutions

- Through different E-mail address.

- Other published materials

- Company record

Organization Part

Akij Group: An Overview

3.1: History:

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AKIJ GROUP OF INDUSTRIES is considered to be one of the most aged industries that is still sustaining with great success and prosperity. It was more than fifty years ago the company emerged into the market. Entrepreneur, Founder and life time Chairman Late Mr. Sheikh Akij Uddin initiated the business in 1950s with a single product of cigarette naming Akij Biri. This brand is one of the well known units of Akij Group and it is considered to be one of the oldest and most well known products across the country and in the few international market as well. Then in the late 70s Dhaka Tobacco Industries came to the fold of Akij Group when government decided to disinvest and hand over the factory to the private sector from the nationalized sector. It was the first booming stage of Akij Group and from then onwards this entity diversified its business in various product line and reached the peak of success.[pic 2]

From such small beginnings, it has expanded into one of the top corporations in Bangladesh, and not only in size. Akij Group is proud of its infallible quality and excellent service by valuing its consumers as unique individuals and trying best to provide merchandise to suit the needs of each distinct consumer group. AKIJ group has never limited its aims to profit making. Besides playing a part in developing the country commercially, it has also worked hard to preserve its environment and culture. The company is proud to say that the word wastage means little to them; all their factories have been constructed with recycling and the environment in mind. The non-profit making concerns of the Group are involved directly in sustaining the progress of Bangladesh. A large number of people are employed by them, and cared for as members of the AKIJ family.

The history of Akij Group stretches back to later part of the forties. In its infancy, the Group started in humble way with jute trading which was known as the golden fiber of the country, earning highest amount of foreign exchange.

Akij Group's ceaseless efforts with dynamic management and support from our numerous clients have led our Group in diversifying its business activities. In the second phase, the Group went into manufacturing handmade cigarettes popularly known as “Biris”. This sector gave a real boost to the revenue earning of the Group as well as making a substantial contribution to government exchequer. With the passage of time, the Group undertook new ventures and presently there are 15 units of industries under its umbrella like cigarettes, handmade cigarettes, printing & packaging, jute mills, textiles, Hand board, Particle boards, Matches, Zarda, Cement, pharmaceutical, leather processing and real-estate business are in operation, catering jobs for more that 32,000 people in various categories.

The Group has plans for setting up more projects. The projects are already in pipeline. Foreign investors have shown keen interest in joining with Akij group for joint ventures. I hope that the matter is under our active consideration and will soon mature. This will also help the nation's economic growth and will create job opportunities to various professionals.

3.2: Statistical Data:

Akij Group is not a public limited company and not enlisted in the stock exchange market. It is a complete privately owned venture with no external public share and corporate share. Each of the ventures of AKIJ Group is entitled to be profitable and this aspect makes them extremely financially strong in the market. The directors are the offspring of the late chairman and founder. With no debt in the market, Akij Group of Industries are operating and performing in the optimum level and is considered to be one of the top notch leading industries in Bangladesh. Some statistical facts of Akij Group are stated below:

- Total number of employees: 32000 (approx) in various categories.

- Annual turnover (revenue) of the entire group in year 2011-2012 was Tk.335.66 (Core) approx.

- Tax paid in year 2011-2012 was Tk.34 (Core) approx

3.3: AFBL: Mission, Vision & objective:

Mission:

To be the market leader in quality food & beverage sector discovering & satisfying the desire & need of the community working in harmony with our customers, employees and business partners.

Vision:

To be the leading food & Beverage brands excelling in product quality, social, technical & marketing creativity; and service to our customers through the skills and cordial commitment of our employees.

According to Late Mr. Sheikh Akij Uddin regarding AKIJ Food and Beverage Limited (AFBL), “We will manufacture and introduce those high quality products in the market that we ourselves and our family will always use; we will not just produce products for the consumers in the market and let our family consume other foreign products”.

Goal:

To achieve market leadership, profitability, good corporate citizenship and a sustainable growth.

Objectives:

The main objective of the company is to increase the market share in related diversified

Products in Bangladesh and to assure the potential customers of the quality and durability of the products.”

3.4: AFBL: Morale,