The Emerging Frozen Food Market of Bangladesh: The case of Kazi Farms.

Abstract

The frozen food industry in Bangladesh is growing rapidly because of growing urbanization and rising disposable income. Within this industry, the Kazi farm group is leading the market because of many unique factors. Several frozen food products are sold under their brand name, for example, frozen items, dried fish product, fish-based frozen product, jam jelly, etc. This farm is the market leader because they follow vital health standards for their customers. They make sure MBM (meat and bone meal) free food so that they can ensure that there is no residual of antibiotics to their products. They do not use any testing salt. The other two brands are- Bellissimo and Za n Zee. Bellissimo offers premium ice cream with 10% milk fat according to international standard to their customers with unique flavour and delicious tastes. The sales of these premium ice creams are medium. Za n Zee is another type of ice cream with variety types of taste, flavour, shape and packaging. Za n Zee attracts its customers with innovative marketing tools, campaign and advertising. The main target people are young generation and kids. The title of the report is “The Emerging frozen food market of Bangladesh: The case of Kazi farms”. The overview of the Kazi farm kitchen is displayed along with their variety of frozen food products. The competitors of this farm are also mentioned. They are mainly C.P. Bangladesh Co. Ltd, Golden Harvest Agro Industries Ltd, BRAC chicken, etc. Because of healthy competition, this industry is emerging at a rapid rate. SWOT analysis has been conducted to find out the strength, weakness, opportunity, and threat of this company. At the end of the report, the ERP system of this farm is represented. It is found that the frozen food industry has a huge potential in Bangladesh because of the lifestyle people follow in this modern period. To capitalize on this opportunity, Kazi farm is ahead of its competitors.