Marketing Strategies of Bashundhara Food and Beverage Limited

Abstract

In Bangladesh, the production of food and beverages is a rapidly expanding industry that provides employment for a sizeable percentage of the country's population. There are about 246 medium-sized food processing companies in Bangladesh. About 8% of the industrial workforce is dedicated to promoting these companies. Through the rapid delivery of products and services of an exceptionally high standard, Bashundhara Food and Beverage Limited (BFBL) has in a very short amount of time established itself as a significant player in the sector. The company has achieved a dominant position in its industry because of its dedication to quality, implementation of innovative technology, cultivation of human resources, and introduction of new products tailored to meet the needs of growing markets. The main purpose of the study of the report is to provide an analysis of how Bashundhara Group captures the markets in the food and beverage industries of Bangladesh, as well as a study on their marketing strategies and activities for the growth of the organization. After analyzing the industry and company analysis, some of the challenges have been sorted for Bashundhara Group in their food and beverage business. Due to prioritizing the retention of existing customers, lack of product development in the competitive market, government rules and regulations, and CSR activities, there is a high risk of competition among the current market competitors, and they need to take some steps to keep the lead position in Bangladesh. Besides, the threat of a prospective new entry with an international brand in Bangladesh’s F&B market is high. Based on the results, this report makes some suggestions for Bashundhara Food and Beverage Limited that might help them understand the problems they are facing right now in growing their business in the food and beverage industry in Bangladesh. Bashundhara Group should use a variety of materials to build barriers against it, and they also need to come up with some new ways to market their products.