PRINCIPLES OF MARKETING

PREPARED FOR
Mr. Khaled Mahmud Lecturer Institute of Business Administration (IBA) University of Dhaka

PREPARED BY Group 4
ZR-08 Abashesh Biswas ZR-14 Maruf Hassan RH-19 Fableeha B Choudhury RH-23 Farah Binte Azam RH-45 Sylvia Islam

ABOUT GOLDEN HARVEST AGRO INDUSTRIES LTD

Incorporated in 2004. Started operations in May 2006. First ever purpose built frozen vegetables and snack food processing plant in Bangladesh.

MISSION AND VISION

Golden Harvests mission is to be the finest purveyor of premium quality frozen vegetables and Ready-to-cook snacks as well as Ready-to-eat food products. Golden Harvest takes environment issues very seriously and always endeavors to address these in a commercially sensitive manner. Golden Harvest seeks out exceptional vegetable varieties from all over Bangladesh and finds the best growing regions for each of its vegetable products.

Golden Harvest is processing over sixty varieties of frozen food products, all of which are hygienically processed and packed in frozen ReadytoCook form.

PURPOSE
Very expensive imports. Rapid increase in the number of other frozen food brands, e.g. Aftab, Harvest Rich and imports like-McCain, Lamb Weston, Doux. Minimal Advertising. Analysing Golden Harvest Agro Industries Ltds current market situation. Create a marketing plan.

SCOPES
As per market research, Bangladesh market for convenient frozen food has grown at a staggering rate of 37% during in recent years. To promote the flourishment of Frozen Food processing sector in Bangladesh.

DATA NEED
Mission Objectives Target Market

Current Marketing Strategy

Current Product Range

Sales Records Distribution

Competition

Brand Image

METHODOLOGY
Primary Sources
Observational research Behavioural data Customer survey Company survey Company personnel interview

Secondary Sources
Internal Sources Govt. publications Periodicals and books Commercial data

CUSTOMER SURVEY QUESTIONNAIRE

1. 2. How did you hear about Golden Harvest Processed Foods? Overall, how satisfied were you with Golden Harvest?

3. What do you look for when you buy this kind of

product? 4. What is your preferred brand of processed frozen food? 5. Thinking of similar products offered by other companies, how would you compare Golden Harvest?

CUSTOMER SURVEY QUESTIONNAIRE

6. Would you recommend Golden Harvest to contacts? 7. How important are quality, price, purchase experience, usage experience, repeat purchase experience when purchasing this type of product?

COMPANY INTERVIEW QUESTIONNAIRE

1. Briefly explain the purpose of your product line in the market. 2. Who is your target market? 3. Who do you consider to be your current competitors in the market? 4. What do you consider to be the strengths of your product line? 5. Are you willing to further expand your product line? 6. Through which means (billboards, TV commercials, internet, etc.) do you wish to advertise your product?