Optimizing the Salesforce Using Route to Market at Arla Foods Bangladesh Ltd.
Afzal, Quazi Ruhul
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Arla Foods arepresently the world's fourth-largest dairy manufacturing company, having begun its journey in Sweden about a year and a half ago. Arla collects pure cow's milk daily from 12.8 own farms in six European countries, including Denmark, Sweden, England, and Germany. Farms, transportation, and production systems are totally their own, from the inception to the end. Arla can secure the quality and quality of all products! Nowadays, Arla'smultiple delicious and nutritious milk and dairy products are existing sold in more than 7 countries around the world.Arla is a global dairy cooperative owned by 12,700 farmers in seven European countries. Arla is currently in the process of improvingthe business in Bangladesh. Arla has put up with a strong vision of establishing a future of dairy "naturally, to bring health and impulse to the world." With the driving Good Growth Strategy for 2021, company aim to develop our position as a prominent global dairy company and increase our existence in the international growth market. Company goal is to build the highest value for our farmers' milk and the only way we can do that is by expanding value to our customers and our customers by assuring that we do it in a reliable, natural, cooperative and healthy way. In Bangladesh, Arla products are mostly sold under the ArlaDano brand, which is the second leader in the milk powder sector and was rewarded the "Best Brand 19" in the milk sector by the Bangladesh Brand Forum. I am work on route to market which is under the sales department.The key objective of this study is to provide a depth analysis on the Route to market of Arla Foods Bangladesh Limited. In addition, the study also mentions about the develop the salesforces of Route to Market Function, Field Force management, Sales Force automation with Distribution Management.This reports also includes the ATL and BTL strategies so that the correlation can be proved.The study is divided into several parts including introduction, objective of studies, methodology of study, limitation of study, company overview and implementation part, finding of the study, recommendations and conclusion. From the report we find the factors behind the Coverage expansion, increase of sales and Developing the Sales force.
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