Programme for Rural Advancement Nationally

Table of Contents

Introduction:

Programme for Rural Advancement Nationally (PRAN), is one of the leading and largest food and beverage producers and exporter in Bangladesh. PRAN produces varieties of products like beverages, spices, baked foods, confectionary and dairy products. PRAN introduced new product- UHT milk for the first time in Bangladesh. For that PRAN had to analyze its microenvironment which was a challenge and it has achieved success in the UHT milk market in some extant and gain a market share of 16.35% which represents third position in milk market and also controlling 59% market share in UHT milk market and obtained first position in UHT milk market.

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Factors a company should consider while entering a new industry with a new product:

Companies operate in a microenvironment of forces and trends, which shape opportunities and pose threats. The company must monitor these and respond on these which affect the fortunes of marketers. For long time sustainability, gain more market share, increase sales and profits a company should consider following factors while entering a new industry with a new product:

Demographic environment:

Demographic factors are very important to business. Population is the main demographic force in which marketers are interested and monitor because it involves people and people make up markets. While entering a new industry with a new product marketers are keenly interested and they consider the following demographic factors such as size of the population, population growth rates, age composition, urban-rural distribution, nature of the family, family size, income, educational levels, household patterns, density of population,  regional characteristics and movements etc. which have very significant implications for business.

Economic environment:

Companies need to analyze the real economic potential of a market before entering in a new industry with a new product. An economy’s purchasing power depends on current income, savings, debt, prices, and credit availability. Companies need to find the number of people who can afford to buy its products. It is very important for marketers to analyze the current trends which affect purchasing power. Trend has a great impact on business especially for those companies’ products which are price sensitive to consumers and geared to high income. The company should not only to look at the ability of customers to pay for the product but also need to assess the economic stability and economic conditions of the country.

Social-cultural environment:

A person’s needs and wants are determined by the society and culture. It shapes the values, beliefs and norms which define a consumer’s preferences and tastes. Consumer’s choice differs from society to society and culture to culture. . These differences are very real and significant for a company while it enters into a new industry with a new product. Because of cultural diversity it is very important for marketers to conduct research on consumer attitudes and consumption behavior. Marketers must also understand the influence of languages, religion, customs that shape the values and attitudes of consumer behavior, habit and preferences. Marketers need to understand the cultural differences of different region and should consider how to facilitate with the differences in the new market.