golden harvest agro industries ltd

8/10/2019 Golden Harvest Agro Industries Ltd

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Golden Harvest Agro Industries Ltd.

Golden Harvest Agro Industries Ltd. is the Countries first ever

purpose built frozen food processing plant. 95% of the

copan!s ra" aterials are sourced locall!# through its over

$# gro"er partners in &angladesh "ho are lin'ed

directl!(indirectl! "ith its suppl! chain process providing

services and products in par "ith the best in the global ar'et 'eeping in touch "ith its local

values.

Golden Harvest Agro Industries Ltd )GHAIL* processes over +5 varieties of frozen food

products including ,ead! to eat foods# finger foods# vegetables and ensures the finest -ualit! of

its products.

It is an I/ 9$012 and &,C )&ritish ,etail Consortiu* certified food processing facilit!.

3he copan! is also the largest frozen food supplier in the countr! and has an e4tensive net"or'

of teperature controlled fleet of transport s!ste# aintaining a teperature of $2 degree

Celsius# and provides a nation"ide 6ar'et Coverage of over $2# ,etail outlets all over

&angladesh and also e4ports to 7A# Canada# Australia# 6iddle 8ast and the 8uropean

countries.

Objectives of the company

Golden Harvest Agro Industries Ltd. )Golden Harvest* has established its brand nae in rozen

ood ar'et "ith its -ualit! products# range of products and custoer services. Ho"ever# to

develop an infrastructure# both public and private sector participation is re-uired. 3his is the

focal point of Golden Harvests future e4pansion plans. 3o eliinate fluctuation in prices both

for the gro"ers and for the processors# Golden Harvest "ill organize collection centers to

eliinate interediar! cost for both the parties. :eplo!ing refrigerators "ith cold storages at ;

degree Celsius# Golden Harvest "ill have infrastructure bac'bone of Cold Chain "hich "ill

ensure proper suppl! of rozen oods all over the countr! through its $ teperature controlled


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transport. /ur neighboring countr! li'e India has over 5 cold chains# genera ting revenue over

7atol +. Ladies inger

. at'ara

Frozen Ready to Cook Fishes

Sl. o. Products ame Sl. o. Products ame

$. Hilsha +. &aila

1. Hilsha 8gg. 2. &atashi


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;. Boi 9. Long &ai

. >abda $. oli

5. Bes'i $$. A!er

D. 6ola

In addition# GHAIL has around $ other inor products.

$ar%et for the products&

Golden Harvest Agro Industries Liited is producing and ar'eting processed read! to coo'

food and processed pac'aged vegetables for households# cit! d"ellers# bus! failies# !oung

adults# "ho loo' for convenient coo'ing.

'elative (ontribution of the services contributing more than )!* of the total revenue

#rench #ries&eing aongst leading copan!# Golden Harvest is

engaged in suppl!ing and trading an e4tensive range of

frozen snac's. In this report "e ainl! focus on. rozen

rench fries are eas! to store for a longer period of tie.


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3hese are "ell processed under h!gienic conditions and are safe to eat. 3hese are free fro all

ipurities and harful adulterants.

General #eatures&

). >opular evening snac'

+. ree fro harful preservatives

,. Crisp! enough

-. Attractive shape

. H!gienic pac'aging

". ,ich flavor

/. >roperl! stored

0. High in nutritional value

1. ,ich in taste

)!. ibrous structure

Here# I "ant to describe the product for. I shall discuss rench fries of Golden Harvest in threelevels0

igure0 3hree levels of product

(ore 2enefit
http://www.google.com.bd/imgres?imgurl=http://1.bp.blogspot.com/-Q7HZVrwZMd8/TW8Fiuh5AbI/AAAAAAAABbY/C26FUd0LNm8/s1600/produk-level.jpg&imgrefurl=http://mgt2413.blogspot.com/2011/03/produk-perkhidmatan-dan-jenama.html&h=700&w=699&sz=40&tbnid=PyUJFQ4qmnCjaM:&tbnh=90&tbnw=90&prev=/search?q=three+levels+of+product&tbm=isch&tbo=u&zoom=1&q=three+levels+of+product&usg=__vyvCJpJigfwHyqNYKxfKr_WLxBY=&docid=lfWAdL_ny5Vg8M&sa=X&ei=s56bUdLVIo3GrAfohIC4Dw&ved=0CDkQ9QEwBA&dur=4118


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rozen rench fries are ade of cut out potatoes and other ingredients.

Coponents0

?onstic' coo'ing spra!

/il

alt

ea salt

Actual Product

rozen rench ries are0

>redoinant part of the frozen food ar'et.

tic's ade of peeled and "ashed fresh potatoes# fried in boiling oil.

Coon size is $ 4 $.

Production Process


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(leaningE "ashing and destoning.

Peeling peel reoval.

(uttingE in s-uare straight for.

2lanching3 lea'ing sugar and starch gelatinization.

4rying3 de"atering of the processed product.

#rying in boiling oil.

#ree5ing3 cooling and freezing.

Fualit! Level0rozen rench fries of Golden Harvest are high in -ualit!. 3he! contain high

aount of food value and carboh!drate.

>ac'aging0rench fries are served "ithin an attractive pac'et "hich is ade b! thic' pol!thene

coloring red and blac'. It is eas! to carr! and handle. Its pac'et 'eeps fries free fro daage and

ipurities

Fuantit!015 gra# 5 gra# $'g gra.

>rice015 gra 5 ta'a.

Augmented product


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Golden Harvest guaranties bu!er to deliver fresh and nutritious rench fries ever! tie.

rench fries "ith attractive prices and convenient pac'aging are available at all shops.

?o"# it is brought ver! close to custoers that can be en=o!ed "henever the! "ant.

(urrent $ar%eting Situation

$. Industr! Anal!sis

3he 'e! to securing ar'et share in 6CG )ast 6oving Consuer Goods* is b! satisf!ing the

needs of the custoers. Golden Harvest Agro Industries Ltd. utilizes a full! e-uipped ,esearch

:evelopent ), :* setup that is continuousl! "or'ing for indepth understanding of the

custoer needs and preferences and accordingl! blending its product range. 3he product line is

carefull! developed for the consuers "ith longer shelf life# creating a true niche ar'et in

&angladesh# foods of convenience.

ince Golden Harvest Agro Industries Ltd. deals in food processing health ris' is the

ost critical factor to be addressed.

?o organized collection centers for agricultural produce e4ist in &angladesh as a result#

there is a high fluctuation in prices both for the gro"ers and for processors.

Absence of Cold torage or Cold Chains although the "hole process of collection#

processing and distribution depends on cold teperature aintenance due to the nature of

the finished product.

1. >roduct Life C!cle

rozen rench fries of Golden Harvest is an e4isting product. 3he copan! launched this

product in 1$. o# the product is still sta!ing in its gro"th stage. &ut the copan! is getting

poor profit fro this product sales. As the pproduct has great ar'eting potentialit!# "e can hope

that it "ill reach its targeted profit rapidl! b! follo"ing proper ar'eting strateg!.


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igure0>osition of Golden Harvest rench fries in product life c!cle

;. 6ar'et Anal!sis uar!

6ar'et for ,ead! to Coo' frozen foods in &angladesh is gro"ing at an e4ponential rate "ith

gro"th of urbanization and increental incoe level of consuers along "ith their preference to

convenience. In spite of high gro"th of this ar'et# there is scarcit! of investent in this sector

"hich creates a huge deandsuppl! gap resulting in ver! e4pensive iports. International

ar'et for ,ead! to Coo' frozen food sector is alread! atured and is gro"ing further at a high

rate. Golden Harvest Agro Industries Ltd. )Golden Harvest* is one of the earliest entrants in

international ar'et "ith ver! proising and lo!al custoer base in 7A# Canada# Australia#

8urope and 6iddle 8ast. In &angladesh ar'et# Golden Harvest has ade a rapid penetration

and has captured the leading position "ith its uni-ue branding and positioning strateg! ta'ing

opportunit! of this fast gro"ing ar'et.

. 3arget 6ar'et

3arget 6ar'et can be described in follo"ing "a!

Age Joungsters# single# currentl! enrolled in college and high school.

ail! unit Ke "ill also appeal to failies )!oung failies* "ith children.


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Gender Ke "ill target both se4es# "ith a slight s'e" for ales due to their lo"er

attention to dietar! concerns.

Incoe Ke "ill appeal to the higher incoe individuals and to all in the higher ediu

to ediu incoe brac'et.

/ur concept "ill have ver! broad appeal. It is our goal to be the hip destination for fast food

cravings.

According to a recent public surve! of people $5 5 !ears old# 2% of those intervie"ed li'e

rench fries. 9% of the li'e rench fries on a regular basis# and $% of the claied that

the! li'e rench fries ver! uch# or love it.

5. 6ar'et ize 0

After introducing the product the brand cannot attract a large ar'et share. o# at recent its

ar'et size is sall. Its sale is increasing but at a slo"er rate# its gro"th rate is also ver! less. It

is recurring loss ever! !ear fro its starting. ,apid gro"th of urbanization and lifest!le in

&angladesh# up"ard obilit! of incoe class# need for convenience and h!giene are driving the

deand for frozen food products in &angladesh. Currentl!# the local ar'et size for frozen food

products are appro4iatel! 3'. $# Crore. 3hough &angladesh has a population of over $D

illion# but the ain ar'et for frozen products are still l!ing in the a=or cities due to the

absence of a Cold Chain !ste.


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As per ar'et surve! b! GHAIL research tea# &angladesh ar'et for convenient frozen food

has gro"n at a staggering rate of 19% during 1$1$$ and is further gro"ing at greater pace

"ith e4pected total turnover of 3a'a 95 illion b! the fiscal !ear 1$$1$1.

&angladesh has currentl! population is near $D Core. &angladesh has "eathered an! national

disasters and uncertainties but has been able to aintain average G:> gro"th rate of 5D%

annuall!. 3he average per capita incoe has also "itness up"ard trend. 3here appears to be

direct corelation bet"een enhanceent in standard of living and rise in the consuption of

frozen foods. 3he increasing urbanization also e4pected to boost deand for frozen foods.

Golden Harvest Agro Industries Liited is in an uni-ue position to ripe the benefits arising out

of these factors.

D. 6ar'et Gro"th

6ar'et segents include International and Local ar'et.

:eand for frozen foods "ith regular addition of different varieties in the international ar'et is

enorous also the international ar'et is established and eerging at a prospering rate "ith the

gro"ing nubers of custoers fro different part of socio cultural taste "ho prefer the doestic

flavor in their dail! food. 3he bu!ers are ostl! fro 7B# 7A# Australia# Canada and the

6iddle 8astern Countries.

In &angladesh# products are consued b! the households# cit! d"ellers# bus! failies# !oung

adults# "ho loo' for convenient coo'ing. 3he nuber of potential bu!ers is increasing at a fast

rate because of the various prootional capaigns sponsored b! Golden Harvest and also for its

uni-ue product attributes that attract people fro all "al's of life# irrespective of age# occupationand localit!.

+. 6ar'et Copetition

3he copetition scenario is soe"hat sporadic and there is hardl! an! direct copetition "ith

Golden Harvest due to its ultiplicit! of products. 3he copetitors include Aftab# Harvest ,ich


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brands "hich have their lo" range of product line up and iported rench ries li'e 6cCain#

Lab Keston.

Ho"ever# Golden Harvests copetitive advantage allo"s it to carefull! select its profitable !et

high deanding product lines in a ar'et ?iche and at the sae tie# en=o!s a high degree of

independence. 3hus# Golden Harvest is benchar'ing itself in the ,ead! to coo' frozen food

industr! in ters of -ualit!# pricing and the e4otic brand flavors "ith custoer satisfaction.

4istribution of Products6Services

Kith a vie" to suppl! the right products in the right place and in right tie# GHAIL is producing

and distributes its products as follo"s0

). 4istribution $odel for 4omestic $ar%et&


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:oestic 6ar'et re-uires Golden Harvest to set up a distribution channel throughout the

countr!. >roducts are sold nation"ide via dealers noinated for various districts.

3echnolog! based teperature controlled logistics is ade available for transportation of

products fro anufacturing plant to the dealers(outlets across the countr!.

Golden Harvest actor! ainl! transfers its produced products to its Central :epot and

other Hubs. Also distributes products to the ar'et direct fro actor! depending on

distribution viabilit!.

Copan! distributes its products fro :epots and actor! through its o"ned

,efrigerated vehicles to its $st Line Custoer i.e. :istributors. Also distributes products

to Be! Accounts )uperstores# H/,8CA and General Institutions* "here direct sales

s!ste e4ists. Copan! has built up a sufficient storage capacit! in its distribution hubs

through a good nuber of deep fridges.


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:istributors distribute products through its o"n rozen :eliver! @ans to the 1nd line

custoers i.e. retailers and "holesalers. Copan! has in=ected a good nuber of deep

fridges to the retail ar'ets to serve consuers fro the outlets.

,etailers ( Be! Accounts sell products to the end users.

Golden Harvest has a full bac'up of logistic e-uipents and transportations re-uired for its

distribution activit!. A fleet of 9 )nine* large refrigerated truc's of various capacities are

continuousl! utilized for distributing to the channels of both internal and e4ternal bu!ers at hoe

and abroad aintaining teperature of ; degree Celsius.

$ar%et distribution for International $ar%et&

>roducts are regularl! distributed to the entr! port of respective bu!ers countr! conforing to

all e4port regulations prevailing in &angladesh. ro the entr! port# assigned distributors are

ta'ing the products to the end users abroad. Golden Harvest has a nuber of high perforing

distributors for each of its global destinations. &ritish ,etail Consortiu )&,C* is giving us

certified access to distribute our product to internationall! reputed retail chains li'e 38C/.

Distribution Logistics:Golden Harvest has a full bac'up of logistic e-uipents and transportations re-uired for its

distribution activit!. A fleet of 9 )nine* large refrigerated truc's of various capacities are

continuousl! utilized for distributing to the channels of both internal and e4ternal bu!ers at hoe

and abroad aintaining teperature of ; degree Celsius.

E- Commerce:

8 Coerce enables copanies to interact "ith consuers# suppliers# and retailers. /ver the

past fe" !ears# "ebsites have becoe a doinant edia to provide brand prootion# >roduct

inforation# recipes# and industr! related inforation# custoer -ueries and coents.

Media campaign:


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Kith edia capaign# ne" consuers and ne" products are added at an e4ponential rate in the

local ar'et. After the capaign# rench fr! has created a huge response in the local ar'et.

>reviousl!# rench fr! ar'et in &angladesh "as absolutel! dependent on iport as a bac'"ard

lin'age to the fast food sector. rench fr! has no" becoe a household necessit!.

Sources and availability of ra7 materials and the names of the principal supplies&

Golden Harvests >riar! source of ra" aterial is all over &angladesh on contract faring

basis directl! "ith the farers. Golden Harvest also has a contract "ith 7AI: )>,IC8*# "ho is

also supporting the farers "ith direct for"ard lin'age to Golden Harvest "hich enables the

farers to get preiu price for preiu -ualit! b! eliinating iddle an(bro'ers.

Golden Harvest /rganic A-uaculture Holding Ltd# a sister organization of Golden Harvest is

"or'ing as bac'"ard lin'age "ith different farers groups. As potato production needs a close

relationship bet"een gro"ers and frozen food processors in this sector# crops for processing are

gro"n under contracts "hich often specif! varieties# sizes# and colors# tolerance levels for

bleishes and bruising as "ell as price.

golden harvest agro industries ltd

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