North South University
Course Reader: Mgt210
Semester: Summer: 14
SEC: 03
Prepared For:
Asef Safa Kabir
Lecturer,
Department of Business Administration
North South University
Prepared By
Shuvonkor Karmokar
Date of Submission:
9th December 2014
Management Report
AT ANALYTICAL OVERVIEW OF MANAGEMENT: AT AN INDIVIDUAL AND ORGANIZATION
LEVEL
Letter of Transmittal
Date: 9th august, 2014
Lecturer,
School of Business
Asef Safa Kabir
North South University
Dhaka.
Dear Sir,
Enclosed within are the copies of our report titled as “An analytical review of management: at an individual and organization
level.’ We are requesting for your review and kind consideration.
In this report, we have endeavored to incorporate the knowledge and experiences gained on a practical level. We have tried
to produce as well written and informative a report as possible. However, because of the confidentiality policy of PRANRFL and inadequate time of the manager, this study has not turned out to be as informative as we would have preferred. We
believe this report will provide you with the information you need to justify.
Working on this project was a delightful experience for us. We will be available for any clarification and modification that
may be required.
Sincerely,
Fahmida afia
Mahbubul karim Hasib
Shafiur – bin- Nausher
Farzana Ahmed
Acknowledgement
A good report requires support from many good hearted people. This report is also a result of some respected individuals
without whom it could have never been done. We were very fortunate to have them on our side, and with their support,
direction and supervision we are presenting this report.
At first, we would like to say thanks to the Almighty Allah, for His grace and kindness. Then, we would like to express out
heartiest thanks to our honorable faculty Asef Safa Kabir (KSU) for his clear instructions, and great guidance in preparing
this report.
Executive summary
Managers play one of the most important roles in an organization. For our report we select a manager who works in PRANRFL. It has a history of grand operation, on which it builds its company..
PRAN-RFL is considered one of the most successful and fast moving companies in today’s market.
This report is designed in four major sections. Initially the opening words about the report were described in the first segment
title “Introduction to the manager and manager’s company/Department”. The next segment “Analysis of the managerial
Functions, Roles, Skills and Style” part contains the managerial structure. The third segment about” A brief external and
internal analysis of the manager and the company”. Another section is “Review of the Manager’s Involvement and
Contribution in Some Core Managerial Issues”. The last section is “Recommendation and Conclusion”.
Topic
Page
Chapter 1
8
Background report
8
Objective
9
Methodology
10
Limitation
10
Background of the manager
10
Introduction of PRAN-RFL Limited
11
PRAN-RFL at a glance
12
Department of selected manager
12
Chapter 2
2.1 Major function of manager
19
2.2 key managerial role of manager
20
2.3 Skill and expertise of manager
21
2.4 Best suit Approach of manager
22
Chapter 3
3.1 SWOT analysis of manager
22
3.2 SWOT analysis of PRAN-RFL
23
3.3 Internal analysis of company
27
3.4 Pestle of PRAN-RFL
30
Chapter 4
4.1 PRAN-RFL social Responsibility
4.2 Ethical issue of PRAN-RFL Trade
manager
4.3 Get the project:
33
33
34
4.4 Types of Plan to remain competitive
35
4.5 Business level strategies
35
4.6 Human resource function
36
Chapter 5
5.1 Recommendation
5.1 Conclusion
38
5.2
39
Introduction
1.1Background report
This report is a part of our course “MGT 210”. The managerial arena is getting bigger day by day. It is now a days more
practical than theoretical. To learn different management theory, how a manager work and manage, plan, organize lead and
control, books and classroom lecture is not enough. Practical knowledge is a must to understand “Management” properly. It
is pretty difficult to have proper idea about managing without practical experience and field works. This report is also a part
of practical knowledge. In this report we all had the privilege to take practical knowledge form our selected manager who
works in PRAN –RFL, one of the leading brand of OUR country.
This project deals with knowing the real life example of a manager. How does he work, take decision in critical position,
how he contact with his boss and sub ordinate, how efficient and effective he is in his organization. Which management
theories organization follows that also important for a manager? We get to learn about how he is maintaining his position
strongly by using some management theory.
1.2Objective:
General Objective:
The main objective of this report is to know about and analyze the managerial responsibilities of a manager and how the role
and functioning of the manager serve the border objectives broader objectives of his/her organization. We select a manager
of PRAN-RFL which is operating in Bangladesh, and formulate an analytical review of the manager’s key managerial duties,
roles and responsibilities. Additionally, we will focus on different management issues and structural aspects of the manager
department and organization How the organization and manager structuring their brands among the customers, suppliers and
distributors.
Specific Objective:

To learn about PRAN-RFL

To know the major function of the manager

Which skill help the manager

How effective and efficient manager is use of limited resource

How to work together with a team in an organization.

What are the key managerial rules for an manager in PRAN-RFL

How to execute marketing theories in an organization successfully..

Learning about the management strategies and examples used by PRAN-RFL
What are the CSR activities PRAN-RFL Of.

How a manager monitors and control in an organization.

How a manager solve his organization problem.
1.3Methodology:
To make the report more meaningful and presentable, two sources of data and information were used widely. Both primary
and secondary data sources were used to prepare this report.
Primary:
We have used direct interview method to collect the data. By using this interview method we got specific information by
asking specific questions to the manager and employee.
Secondary:
The secondary data are mainly collected through his yearbooks, brand book, presentation slides, websites, magazines etc.
Thus, we have collected our requisite information and then used and analyzed them systematically.
1.4Limitations:
We had faced some limitations while we were preparing this report. Because we had a very short time to complete the task.
But, at last beyond all we are happy and proud to present this report timely.
1.5Background of the manager
Mr.Bazlur Rahman Nausher Agm of PRAN–RFL who passed his graduation from EAST WEST UNIVERSITY earlier of his
carrier while he was at EWU, he joined at grameenphone as customer service manager later he joined again GP as executive
manager apart from that he joined NESTLE as a HR manager after completing his 9 month short career with NESTLE, he
joined PRAN-RFL as ASSISTANT General Manager till earlier 2013 he is still working spontaneously with great promises.
1.6 INTRODUCTION OF PRAN RFL BANGLADESH LTD
PRAN-RFL Group is the Bangladeshi food-products corporation based in Dhaka, Bangladesh. Founded in 1981.
It is the largest food and nutrition company of Bangladesh; PRAN-RFL Group is located at PRAN-RFL Centre,
105 Bir Uttam Rafiqul Islam Ave, Dhaka, Bangladesh. it is the largest exporter of processed agro products with
the compliance of HALAL & HACCP to more than 100 countries. The Company's principal activity is the
manufacture and sale of Juice, Snacks, Soft Drink, cakes and dairy products. They are currently operating
business in South Asia, Africa, North America, Europe, Middle East.
Industry
Founded
Founder(s)
Headquarters
Area served
Food processing
17 March 1981
Maj Gen (Retd.) Amjad Khan Chowdhury
PRAN-RFL Center, 105, Progoti Sarani, Middle Badda, Dhaka 1212, Bangladesh
South Asia, Africa, North America, Europe, and Middle East
Key people
Products
Revenue
Employees
Website
Maj Gen (Retd.) Amjad Khan Chowdhury (CEO)
Juice, drink, beverage, confectionery, culinary, snacks, biscuits, bakery, dairy
Increase ৳ 123.3 billion (2012)[1]
58,000
http://www.pranfoods.net

PRAN - The largest processors of fruits and vegetables in Bangladesh.

RFL – Cast iron, PVC and plastic items.

Property Lifts – Lift, elevator and generator
PRAN Export Limited also achieved the following certificates.
BS OHAS: - British Standard Occupational Health and Safety Assessment Series.
ISO 9001 :- (Quality Management System)
ISO 14001:- (Environmental Management System)
OHSAS 18001:- (Occupational Health & Safety)
ISO 22000 :- (Food Safety Management System)
HALAL Certificate by Jabata Kemujan Islam Malaysia
World class business expertise applied internationally to serve consumers everywhere.
PRAN RFL AT A GLANCE
Type of business: Fast Moving Consumer Goods Company with local manufacturing facilities, reporting to regional
business groups for innovation and
Business results.
Operations: PRAN is currently producing more than 200 food products under 10 different categories i.e. Juices, Drinks,
Mineral Water, Bakery, Carbonated beverages, Snacks, Culinary, Confectionery, Biscuits & Dairy.
Constitution:
Product
categories: Juice, drink, beverage, confectionery, culinary, snacks, biscuits, bakery, dairy, Apartment Building, Beverage
Distributor, Elevator Service, Food Products Supplier, Foundry, Plastic Bag Supplier.
Manufacturing
Facilities: The Company has a factory and a Personal
Products Factory located in GHORASAAL. Besides these, they launched a new factory which will produce Liquid glucose,
processed foods, flexible packaging, plastic and PVC products, bicycle, electric cable, glass, ceramics, medical equipments,
foam and toiletries products will be produced at Habiganj industrial park.
Employees: currently 64000 employees are working PRAN RFL group.
MISSION
POVERTY & HUNGER ARE CURSES
Their AIM:
TO GENERATE EMPLOYMENT AND EARN DIGNITY & SELF RESPECT
FOR THEIR COMPATRIOTS THROUGH PROFITABLE ENTERPRISES.
VISION
Improving Livelihood
GOALS
The goals of PRAN RFL are:
1. To provide quality products as they are a joint venture company
2. TO provide healthy foods.
PRAN RFL CONTRIBUTION
PRAN-RFL Making a positive contribution to society through their brands, the commercial operations and relationships,
their voluntary contributions to the community and through their wider engagement with Bangladeshi society. They are
creating a stronger a competition not only in Bangladesh but also in Asia south Asia by manufacturing Juice, drink,
beverage, confectionery, culinary, snacks, biscuits, bakery, dairy, Apartment Building, Beverage Distributor, Elevator
Service, Food Products Supplier, Foundry, and Plastic Bag Supplier.
PRAN-RFL Brand PRAN-RFL is currently producing more than 200 food products under 10 different categories i.e. Juices,
Drinks, Mineral Water, Bakery, Carbonated beverages, Snacks, Culinary, Confectionery, Biscuits & Dairy Elevator Service,
Foundry, Plastic Bag Supplier globally. However many of these are now Internationally recognized that can be found
inSouth Asia, Africa, North America, Europe, Middle East , almost entirely in two categories
PRAN - The largest processors of fruits and vegetables in Bangladesh.
Foods and Beverages such as Juices, Drinks, Mineral Water, Bakery, Carbonated beverages, Snacks, Culinary,
Confectionery, Biscuits & Dairy

RFL – Cast iron, PVC and plastic items.

Property Lifts – Lift, elevator generator

ELEVATOR service Plastic Bag Supplier globally.
1.7Department of selected manager
Our selected manager is Bazlur Rahman AGM OF the company PRAN RFL operates in product categories. These are:
1.8Organizational Structure:
In terms of PRAN-RFL, they have GM and AGM and department managers leading the company worldwide. They have
seven top directors leading different departments. They have divided their worldwide business into different region and have
different business groups to manage them. This oversees operation in South Asia, Africa, North America, Europe, Middle
East 106 countries
.
The founder of PRAN –RFL Bangladesh Limited is known as the managing director. The management staff of the
company consists of six layers, starting from junior manager (who are local managers) to manager grade 5 (who are
PRAN-RFL managers). Apart from this the company also hires many non-management staff as well as
operatives to work in the factories.
PRAN – RFL Bangladesh Limited has five departments to carry out all the organizational functions.
Respective Directors head are head of all departments. These departments are diagrammed
Below:
Figure 1: Organizational structure
1.9 Functional Departments:
Brands and Development Department:
The Brands Team has been expanded to Brands and Development, thus providing opportunity of
increased coordination between the Marketing and Development Team. To ensure a successful
innovation process at Unilever, Brands and Development have been bought together. Brands and
Development Department is further divided into SME
major areas.
BEVERAGES apartments constructions lifts RFL plastic products.
Customer Development Department:
They include:
FOODS,
They view their consumers’ as their king and us as their laypeople. Their r consumers have given us such success for so long
years. So, they care about their consumers. Consumers’ care is the process by which they endorse consumers’ satisfaction
and moreover, loyalty. Primarily, it grips managing communication with consumer particularly consumers’ questions and
complaints and resolving disputes amicably. The eventual goal of their consumers’ care program is to build long-term
relationships with our consumers. To meet this goal, they will go to great lengths to build a strong reputation for lavishing
our consumers with special services, discounts, gifts, or other benefits.
It’s their great honor to communicate with our consumers. So, we humbly request our consumers to feel free to communicate
with us regarding following issues:
 Complaint for our products
 Price information
 Benefits of products
 Comments for products
 And any other issues
Objectives that we seek through our consumers’ care are:
 To create a culture of customer focus
 To receive complaints from our consumers on product related matters
 To achieve customer satisfaction
 To create rapport and loyalty
We provide the easiest way of communication as we care valuable time of our consumers. Consumers can communicate with
us through:
Supply Chain Department:
The
Supply
Chain
Director
(SCD)
who
is
in
charge
of
planning, buying, manufacturing and distributing
heads Supply Chain Department. The supply chain process constitutes a series of important activities ensuring smooth
delivery to the consumers at present, it is divided into the several functions, like; Manufacturing, Engineering,
Company Buying, Distribution, Quality Assurance and Planning.
Finance and IT Department:
The Finance and IT departments are jointly headed by one Director. The main objectives of this
department
are to serve all the division and departments of the companies, to secure and
safeguard company assets and interest, to ensure proper internal control within the company and
above all, to be cost effective in order to get optimum benefit for the company while operating.
The major sub departments are- Business System, Finance and Legal.
Human Resources Department:
The Human Resources Director (HRD) currently heads this department. The major functions of this
department are- Factory Personnel functions or Industrial Relations, Recruitment, Training and
developments, labor welfare and Personnel Services and Security. All these major personnel
functions are integrated in the best possible way in Unilever Bangladesh Limited which results in its
higher productivity.
“We basically got the opportunity to view for the Brands and Development Department. We follow how a trade
category manager work and which function he follows. In the following discussion we want to share how a trade
manager work in Fabric wash and Personal Was at Unilever.”
CHAPTER-2: Analysis of the managerial functions, Roles, Skills and Style
2.1Major Function Of Manager
Major function of the trade manager in Brand and Customer development department according to his job description are
planning, decision making, organizing, staffing, communicating, motivating, leading and controlling.
Planning: Planning means formulating future course action. As a trade manager, He sometime makes group and lead the
team. He makes plan for his project and also for his department. As a leader in team, He also selects an objective for his team
Decision Making: Decision making means choosing from alternative future course action. To achieving objective, he selects
best option from the plan.
Organizing: Deciding on the HR structure of the organization. As a leader in his project, he select the person and also
putting right people in right position.
Staffing:
Staffing means recruiting, training, and developing people. As he lead his team, he form different group for his team. He
also recruits people for the team and train team member for their development.
Communicating:
Communicating means providing information, direction, and feedback. As a leader, he provides information and what to do
in future and also give feedback for project development.
Motivating:
As a leader in his team, he tries to provide meaningful work and also motivate employee. If anyone complete their work, he
rewards them as a leader.
Leader: As a leader in his project and plan, he plays role model to achieve objective and also adapt management style.
Controlling: At the last moment, he compares the result with actual result. If any correction action need, he takes it
2.2 Key managerial role of manager
A trade manager in Brand development and customer development department. He follows some key managerial role in his
department. That areNerve Center: he is the nerve center in his department. He contact with Subordinate and superior and get all information
from them.
Entrepreneur: He is a entrepreneur in his department. He design and initiate change within the organization.
Spokesperson- He is also the spoke person in his department.
Disturbance Handler- He takes corrective action if needed in department.
2.3 Skill and expertise of manager:
Our selected manager has some skill that help him in his job that are-
 Distributed Team Management
 Key Account Management
 Sales Operations
 Key Account Development
 Distributors
 Sales Management
 Consumer Products
 Competitive Analysis
 Channel
 CRM
 Trade marketing
Our selected manager is very effective and efficient use of limited recourses. When he got any work in his hand, he try to
finish that work in time.
2.4Best suit approach
As a trade manager, He follows contingency, behavioral and contingency approach. That approach is best suit with his
managerial style and values.
From chapter 2, we know managerial function, style , skill and role are very important to lead, communicate, motive and
control a team and a department. We also know, a manager need to effective and efficient use of limited resource.
Chapter 3: A Brief External And Internal Analysis Of The Manager and The Company
3.1 SWOT Analysis Of Manager:
Strength:

Identifies key issue

Raise awareness

Promotes team

Increase awareness

Most trusted person
Weakness

Insufficient time

No behavior change

Number and range of task to consider

Need for honesty

Paper exercise
Oppurtunity

Identifies training needs

Learning

Life preservation skills

Move operations in company

Efficiency gain
Threats:

Lose of job

Economic downtown

Environmental effects

Legal effects

Cost
3.2 SWOT Analysis Of PRAN-RFL Limited
PRAN-RFLis a company that has a wide variety of products serving in almost all the continents and over 106 countries of
the world. It serves the people of all ages of different needs, wants and tastes. Based on its core competencies and strategic
outlook its strengths are:
Strength:

Company operates in nearly 106 countries in the world and they has A HUGE manufacturing sites around the
globe which helps them to achieve the economy of scale easily. It gives competitive advantage

Company Is a joint venture so that they can develop long term success.

They create a huge image at there local country so they a few chance to lose there position to there competitor.

Company offers diversified product range with effective and attractive packaging.

Provides diverse ranging options to meet the diverse aspirations and tastes of people of all ages.

The wide diversity of products and brands offered by PRAN-RFL shows the realization of the simple universal
fact- “each individual has different needs and taste.”
Offers customers products and services at an affordable price.

Consumers rely and trust in the quality of product because of their belief in PRAN-RFL brands.

PRAN-RFL has a strong hold over the distributors and their customers.

PRAN-RFL has taken the Corporate Social Responsibility (CSR) activities into action.

PRAN-RFL has a supply chain network globally which helps them to get raw materials in a more cost effective
manner.

Has a great trade cooperation and support.

Has access to the top notch processes and systems designed especially for PRAN-RFL by the best consultants?
Weaknesses:
Internal attributes of the organization that are harmful for achieving the organizational goals and objectives. PRANRFL has the following weaknesses:

Competitors Rumors: PRAN-RFL has strong competitors locally and recent some rumor news about them has
really low down there image.

Substitute Products: There are lots of substitute products available in the local market.PRAN-RFL hasn’t any
substitute product this may suffer them in long run.
Opportunities:
External conditions which are helpful in achieving the organizational goals and objectives.

Health conscious products demand: Nowadays people prefer eating organic, healthy and nutritious food which
contains low calories and using those products which will not cause any harm to the environment. This offers a
good opportunity to Pran-RFL to add more innovative products in its product line..

Emerging new market: PRAN-RFL can expand their business to cover new emerging market by making
substitute for each category.
Threats:
External conditions which could cause damage to the business’ performance.

Economic downtown: Recession is the biggest threat in the present economy. Most of the companies shut their
operations or make redundancies, people losing their purchasing power. It has a great effect on all over the
world. At such circumstances, coming times will be very crucial for the company.

Environmental effects: People are becoming very conscious about the environment and thus they avoid using
products which will cause harm to the environment. As a result, company need to focus on its environmental
friendly products.

Global competition: Global competition is growing. As a result, trade barriers are slowly being lifted. Foreign
products are therefore now entering the domestic market with greater ease. New companies are coming up with
innovative products

New local products: New local products are Entering into the market. Since the size of the local companies is
small they have fewer expenses and they provide products at a cheaper price which helps them grabbing the
market share of PRAN-RFL easily.

Legal effects: If the government enforces any sort of law for tax or if it introduces new limits for production it
will be very hard to sell out the products in the market.

Limited scope for product differentiation.

Higher trade margin offered by competitors.

Low-priced local brands and look alike are mushrooming in some major towns.
3.3 Analysis Of company internal Environment
Path- Goal Theory
One of the most respected and a followed approach to understanding leadership in an organization is path-goal theory. It
states that the leader’s job is to assist the followers and provide direction to them so that they can achieve the organizational
goal. It’s the duty of a leader to ensure that the goals of the followers are compatible with the goals of the group or
organization. The term path-goal is derived from the belief that effective leaders clarify the path to help their followers get
from where they are to the achievement of their work goals and make the journey along the path easier by reducing
roadblocks and pitfalls.
PRAN-RFL is one of the companies which also maintain this type of leadership. To keep running such a company the
authority needs to follow the theory of Path-goal. There are for types of house identified leadership behaviors which are
regularly followed byPRAN-RFL. They areDirective:
At this the leaders have to let their subordinates know what’s expected, how a work should be done and they have to give
them some specific guidelines. In PRAN-RFL if a top manager gives the middle manager an assignment or an objective, the
top manager may also give some specific guidelines. When the top manager tells his subordinates that he or she has to
increase his or her growth above 30%, the top manager will give specific direction to each of the department their specific
guidelines and will ensure that the departments can achieve their goals. According to PRAN-RFL’s policy the directive
leadership is performed at making goals established for above or equal to 6 months.
Supportive:
The managers of PRAN-RFL also follow the supportive leadership. At this the managers are not simply assigning tasks and
then receiving the results. Instead they work with the team to improve skills and talent until the managers does not need to
worry about a task being done correctly and the employee is fully empowered in a particular area. In this company
sometimes the manager works with his or her subordinates to achieve some goals such as growth, brand promotion etc.
Supportive leadership theory is used for the goals that have been rated for about less than 6 months according to the policy of
PRAN-RFL.
Participative:
In PRAN-RFL sometimes the top level managers call off a meeting to assign a particular goal which may affect different
departments. So in the meeting the middle managers of individual department raise their opinions about the goal
establishments. They suggest the path to achieve the goal and also suggest possible solutions for the roadblocks. The top
managers receive the suggestions and establish a possible way to achieve the goal. That’s how they maintain the participative
leadership theory. It helps the managers to establish a goal and the path to attain the goal quickly. According to the policy of
the company for the goals that are oriented for one year participative leadership method is needed.
3.4 PESTLE of PRAN-RFL Limited
PEST is macro environmental scanning tool which is very helpful to scan environment. PESTLE stands for Political,
Economic, Social, Technological, Legal, and Environmental, and it is very useful tool for develop new planning. Analysis of
PRAN-RFL External and internal environment:
POLITICAl/LEGAL
It includes:
 Political stability
 TAX Regulation

Trade Regulation

Employment Laws

Environment Laws

Health and safety laws

Employment laws

Consumer laws
Bangladesh is a very politically instable country so operating here may be a problem. For example, strikes can cause
delays in materials reaching the factories. Also, the health and safety laws are constantly changing so the manager
always has to make sure that the factory operations comply with the laws.
Economical
Economic factor has major impact on how business operate and make decisions in the future. This includes:
Economic Downturn
Interest rates
Exchange rate
Inflation rate
As Bangladesh is a growing economy, there is a lot of potential here in terms of PRAN-RFL being able to exploit certain
markets and expand. However, compared to other countries, the exchange rate of Bangladesh is quite low and this may be a
problem if PRAN-RFL imports materials as they would have to pay more.
Socioculturel
Social factors include the cultural aspects and its influences vary region to region. This includes:
Life style
Age
Religion
Education
Since majority of the population are still classified as middle class income earners, they may not be able to afford UPRANRFL products. Also, since the people here are not very brand conscious, they will just opt for low priced local products
instead. Education level here is not very high so they will not be aware of some notional benefits of some Unilever products.
Technological
Technology is necessary for the success for competitive advantage and is provide power to globalization. This includes:
R&D Activity
Informational Technology
New machines
Technology plays a vital role in company history. Bangladesh is not as technologically updated as other Western countries
and so information found here are not updated as well.
Environmental
Growing awareness about climate change is affecting companies very hardly and it can be create new markets or destroy
existing markets. It includes:

Climate change

Diseases

Weather
Climate change is a big deal now and almost every company is trying really hard to deal with that. People do not want
products which affect the environment so PRAN-RFL has to come up with environmentally sustainable products and
production techniques.
Chapter 4: Review of the manager’s Involvement and contribution in some core managerial issues
PRAN-RFL Bangladesh Ltd is one of the successful fast moving consumer goods manufacturing companies with local
manufacturing facilities, reporting to regional business groups for innovation and business results.
.
4.1 PRAN-RFL Social Responsibility:
The idea of corporate social responsibility is being widely promoted all over and rightly so. Here is a corporate whose
corporate mission embodies in itself corporate social responsibilities with the additional compulsion to make profits in
order to thrive and grow which it must to fulfill its corporate social responsibilities in greater measure as time passes.
PRAN has a bifocal objective of making profits through the fulfillment of corporate social responsibilit ies.
PRAN-RFL is a concept: away to fight poverty & hunger in Bangladesh in the shortest possible time through
employment generation.
PRAN Signifies investment in agro processing: creating demands for farm produce which create jobs in rural areas
also preventing urban migration. PRAN’s aim to add value to agricultural harvest.
Bangladesh’s comparative advantage lies in creating a competitive edge in value added agricultural products. This is
what PRAN Stands for.
The Group’s major achievement has been to try to consolidate fragmented land holdings and to organize farmers into
‘contract growers’ of specific crops for consumption in PRAN’s major processed products. With the elimination of the
middlemen, farmers receive fair prices for their produce & due to technical assistance from the agro-processing
industry; yields, quality and income have risen considerably. Poverty alleviation through profitable enterprises is now
a reachable goal for many farmers. This resolution is perhaps PRAN’s greatest achievement.
We know that the success of our business relies on a healthy environment. We’re doing all we can to be good a
steward of our planet’s resources.
Our CSR effort revolves around the four premises i.e. Environment, Energy Preservation, and Community & People to
improve the quality of livelihood:
4.2 Ethical issue of PRAN-RFL Trade manager:
Ethics is a formal statement of an organization’s primary values and the ethical rules it expects its employee to follow. It is a
popular choice to reduce ambiguity. Codes of ethics are popular globally .Our selected manager , Bazlur sometime face
some ethical problem in his job. He tries his best to reduce ethical problems in his department and also in his team. At
PRAN-RFL there are some clear and strict codes of ethics. And, PRAN-RFL expects their employees to follow these codes
properly. He always tries to follow PRAN-RFL ethics code and solve ethics issues according ethical code of conduct.
General Code of Ethics focuses on:

Standard of Conduct
: Honesty, Integrity & Openness

Obeying the Law
: Laws of host country

Employees
: No forced or child labor

Consumers

Public Activities

Competition
Compliance & Monitoring
: Consistent value offering
: No political affiliation
: Vigorous & Fair
: Board, Senior Management
4.3 Types of Plan to remain competitive
As Agm of PRAN –RFL, he needs to plan to operate in his department. That kind of Plan areOperational Plans:
Operational goals are the parts of strategic goals. Dividing the strategic plans into small plans will help the company or
organization to achieve the main goal or complete the plan.
In PRAN –RFL operational plans are prepared by the people who will be involved in production or the people who work in
the field. The middle manager such as departmental head decides or makes the operational plan. They give the direction or
operational plans to their specific department and the department takes action to full fill it. As a manager he makes plan and
give direction and take action to full fill it..
Short Term Plans:
This type of plans specially covers one year or less. Short term plans are used to complete the long term plans. This planning
process is normally done by middle managers or lower level managers.
As an Upper level manager, he makes plan for the development of his subordinate and give direction to full fill it..
Strategic Plans:
In an organization strategic planning is very important. It helps to define the strategy of the company, helps to determine the
goals, to allocate the resources of the company. To determine the future directions of the company it is necessary to make
strategic planning. The managers of RFL make strategic plans to determine the organizational goals and also to achieve it.
The top level managers set the goal or objective for the middle level managers.
4.4 Business-Level Strategies:
Pran –Rfl Trade managers, adopt different business level strategies to use the company’s resources and distinctive
competencies to gain competitive advantage over its rivals. These are:
His follow cost-leadership strategy as Pran –Rfl has intermittent over capacity and the ability to gain economies of scale.
This way Pran –Rfl can produce cost effective products and yet be profitable.
He also follows differentiation strategy for some products to meet the needs of the consumers in a unique way. He also
target different market segments with different products to have broad product line.
4.5 Human resource Function
Human resource Department determines the current resources of the company and make sure to use it. In this department ,a
trade manager have less work opportunities, but he helps HRM department to develops the policies and practices in carrying
out human resource aspects of a management position including recruitment and selection, training and development,
performance appraisal and rewards.
Chapter 5:Recommendation and conclusion
5.1. Recommendation:
Pran –Rfl is undoubtedly the market leader at Fabric with the brands. Today’s Business competition is changing, so as a
manager of Brand department, he needs to promote brand with full potential. He needs to meet with his different colleague
every day and discuss about the brand that can be helpful for him managing his department. He has some communication
problem with others. So he needs to develop that.
Conclusion
We select a AGM because he got direction from his superior. After getting direction from his superior he also gives direction
according and he is linked with all departments of this company
Pran –RFL is one of the leading companies in Bangladesh. We had the opportunity to view this company. During this time,
we got an opportunity to observe the overall activities of managing retail environment.
This report has provided some interesting knowledge about managerial function, skill, role and expertise. How a manager
make a team, how they solve problem, how they face conflict in organization
Finally, we would say that this view at pran –rfl has increased our practical knowledge about a manager and how they
applied different approach in different situation.
.