Business Plan
Hungry Panda’s
Bamboo Shoot Pickle
Happiness in a jar
Department of Tourism & Hospitality Management
Noakhali Science & Technology University
Date of Submission: 26-09-2022
Report on
BUSINESS PLAN
Product Name: Bamboo Shoot Pickle
Venture Name: Hungry Panda
Course Title: Business Entrepreneurship
Course Code: THM 3201
Submitted To
Sanjoy Kumar Acharjee
Lecturer
Dept. of Tourism & Hospitality Management
Noakhali Science & Technology University
Business Plan on Bamboo Shoot Pickle
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Group Profile
SL.
No
1
Name
Class ID
Sanjid Islam
ASH1921004M
Contribution
•
•
•
•
2
Anisul Haque
ASH1921016M
3
Mohibbul Islam Rifat
ASH1921017M
4
Anubhuti Chakma
BFH1921020F
5
Ugyajai Marma
ASH1921021M
6
Abdullah Al Nabil
ASH1921029M
7
Fatematuj Johura Lavoni
Business Entrepreneurship
BFH1921037F
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
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•
•
•
•
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General Description of
Company
Industry Analysis
Company’s Mission, Vision
& Objectives
Basis & presumptions
Venture Positioning
Organization Structure
Management hierarchy
Identify Location
Supplies & Transportation
Machinery & Equipment
Miscellaneous Fixed Assets
Description of Product
Uniqueness of product
Labor requirement
Production Process
Marketing size & trends
Total Cost of Project
Executive Summary
Cost of product
Capacity, Utilization,
Production & Output
Conclusion
Market research & analysis
Target Market
Competitors
Marketing plan
SWOT Analysis
Business Plan on Bamboo Shoot Pickle
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Executive Summary
Pickles aren't just an integral part of a traditional Bengali cuisine. It is a part of even those
evening hangouts in the balcony where one would directly dip their fingers into the jar of
newly-made pickles. While the Bengalis love for pickles is one that knows no bounds, time
and space constraints in the busy city-life can make it quite difficult for urbanites to satisfy
their pickle cravings. And that is where Hungry Panda comes in.
Hungry Panda has already filled a void among those with a love for homemade fresh pickles.
With a small menu of all sorts of seasonal pickles, the entire process is strictly supervised by
manufacturing team to ensure top quality products.
Hungry Panda is a Pickle manufacturing company, designed to provide a healthy foods
(pickles) on the go alternative to heavily chemicalized pickle. Hungry Pnada will compete with
the classical brick and mortar pickle manufacturer, currently considered by an increasing
number of consumers as an unhealthy habit. The company is located in Bandarban, Chittagong.
We are aware that the startup failure rate is estimated to be between 80 and 90 percent and that
only 47 percent of the retail companies continue to function after their fourth year of operations
and we’ve already reached that mark. We believe in addressing these issues and in creating
effective financial and operational plans designed for preempting risks, which will ultimate be
the base of our success. We are also aware that the current market growth in the domain of
food purchase with our newly developed product offers us a unique opportunity to start and
develop our business.
Our pickles are made in extremely hygienic conditions, where even the bottles are wholly
sterilised. Freshly made, these pickles have an expiry date of over one year after manufacture.
It is a new start for us. But we sure hope to expand enough to reach stores around the whole
country. However, making the best quality products is our top priority, and with the pickles
being organic, keeping the products limited becomes a necessity.
Each
of
the
pickles
are
displayed
with
the
details
on
our
facebook
page https://www.facebook.com/hungry.panda or Hungry panda. The bottles are 250g and
500g each, and anyone can either get them delivered to their homes or pick them up themselves
from their given location.
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Table of Contents
Part 01: Company Description ................................................................................................... 6
1.1 General Description of Company ..................................................................................... 6
1.2 Industry Analysis.............................................................................................................. 7
1.3 Company’s Mission, Vision & Objectives ....................................................................... 8
1.4 Venture Positioning .......................................................................................................... 8
Part 02: The Product .................................................................................................................. 9
2.1 Description of Product ..................................................................................................... 9
2.2 Uniqueness of product .................................................................................................... 10
Part 03: Production plan development ..................................................................................... 10
3.1 Production Process ......................................................................................................... 10
3.2 Cost of product: .............................................................................................................. 12
3.3 Labor requirement: ......................................................................................................... 13
4.1 Basis & Presumptions .................................................................................................... 14
4.2 Capacity, Utilization, Production & Output ................................................................... 15
4.3 Machinery & Equipment ................................................................................................ 16
4.4 Miscellaneous Fixed Assets ........................................................................................... 18
4.5 Total Cost of Project ...................................................................................................... 18
Part 05: Marketing ................................................................................................................... 18
5.1 Market research & analysis ............................................................................................ 18
5.2 Target Market ................................................................................................................. 19
5.3 Marketing size & trends ................................................................................................. 19
5.4 Competitors .................................................................................................................... 20
5.1.1 Marketing plan ............................................................................................................ 20
5.1.2 SWOT Analysis........................................................................................................... 24
6.Operation............................................................................................................................... 25
6.1 Identify Location ............................................................................................................ 25
6.2 Distribution & Transportation ........................................................................................ 25
7. Organization & Management ............................................................................................... 26
7.1 Organization Structure ................................................................................................... 26
7.2 Management hierarchy ................................................................................................... 27
7.2.1 Production Department ............................................................................................ 27
7.2.2Human Resources Department ................................................................................. 28
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7.2.3 Finance Department ................................................................................................. 29
7.2.4 Marketing Department ............................................................................................. 30
Part 08: Conclusion .................................................................................................................. 31
Part 09: Reference .................................................................................................................... 31
References ................................................................................................................................ 31
Figure
FIGURE 1 : BUSINESS PROJECT SUMMARY................................................................................................................ 7
FIGURE 2: PRODUCTION PROCESS OF BAMBOO SHOOT PICKLE............................................................................... 12
FIGURE 3: HUNGRY PANDA MACHINERY .............................................................................................................. 17
FIGURE 4: COST OF PROJECT ................................................................................................................................. 18
FIGURE 5: MARKETING 7PS ................................................................................................................................... 21
FIGURE 6: ORGANIZATION STRUCTURE ................................................................................................................. 26
FIGURE 7: MANAGEMENT HIERARCHY .................................................................................................................. 27
FIGURE 8: PRODUCTION DEPARTMENT STRUCTURE .............................................................................................. 28
FIGURE 9: HUMAN RESOURCE DEPARTMENT STRUCTURE .................................................................................... 29
FIGURE 10: MARKETING DEPARTMENT STRUCTURE ............................................................................................. 30
Table
TABLE 1: STANDARDIZED RECIPE FOR PREPARATION OF FRESH BAMBOO SHOOT PICKLE (1KG) ............................. 11
TABLE 2: COST OF RAW MATERIALS ..................................................................................................................... 13
TABLE 3: LABOR COSTING .................................................................................................................................... 14
TABLE 4: PRODUCTION OF BAMBOO SHOOT PICKLE .............................................................................................. 15
TABLE 5: PRODUCTION PRESUMPTION .................................................................................................................. 15
TABLE 6: COST OF MACHINERY ............................................................................................................................ 17
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Part 01: Company Description
1.1 General Description of Company
Hungry Panda started in 2015. The Founder of the business are Ms. Anubhuti Chakma and Mr.
Ugyajai Marma. The business situated in Khagrachhari, Chittagong. Form its launched time
they produced different varieties of pickles. When they started the business, they invested only
10,000 tk and produce 50kg pickles in first time. In this time, they were having only 2 workers.
At that time the groups sold their product in local market. They only had seasonal production
process. They were mainly depending on the seasonal products like mango, lemon, and chili
etc. these types of pickles are stored and preserved for longer period. Whenever there was
demand or order for pickles then the company went for producing pickles using preserved
vegetable. They’re not able to make much profit at their desire level. So, proprietor of the
business Ms. Anubhuti Chakma made analysis on the pickles market and wanted to captures
another opportunity in the market. She wants to expand their business with a new venture idea.
She makes a collaboration with Sanjid Islam, Fatematuj Johura Lavoni, Mohibbul Islam Rifat,
Abdullah Al Nabil & Anisul Haque as a partnership business. They are agreed that they are
launch a new business named with “Hungry Panda Group” to produce a special traditional
pickle name as Bamboo Shoot Pickle. Now this industry situated in Ruma Bazar, Bandarban,
Chittagong, Bangladesh. Now, they want to covers 80% areas around the country and set their
mind to lead the market as one of the most famous pickle industry.
Hungry Panda Group aim to produce the highest quality, traditional pickled foods available,
using natural food ingredients. We buy our vegetables only from Hill Tracks family farms and
sell our products in a vast area among the country. Our ingredients might be 100% organic.
1. Name of the proposed project
: Bamboo Shoot Pickle
2. Nature of proposed project
: Partnership
3.Business Name
: Hungry Panda Group
4.Product Tagline
: Happiness in a jar.
5. location
: Ruma Bazar, Bandarban, Chittagong.
6. Proposed project capacity
: 86400 Kg/annum (40,45,50,55 & 60% capacity
utilization in 1st to 5th Year respectively)
7. Raw materials
: Bamboo Shoots, King Chilli, Mustard Oil,
Cumin Seeds, Carom Seeds, White mustard
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seed powder, Acetic Acid, Citric Acid, Salt,
Preservatives & other spices.
8. Major product outputs
: Bamboo Shoot Pickle
9. Total project cost
: TK. 16.00 Lakh
•
Land development, building & Civil
: Owned/Rental
Construction
• Machinery and equipment’s
: TK. 8.30 Lakh
• Miscellaneous Fixed Assets
: TK. 2.80 Lakh
• Working capital
: TK. 4.90 Lakh
10. Means of Finance
• Subsidy (max 10 lakhs)
: TK. 3.89 Lakh
• Promoter’s contribution (min10%)
: TK. 1.59 Lakh
• Term loan
: TK. 6.11 Lakh
• Working Capital Requirement
: TK. 4.41 Lakh
11. Profit after Depreciation, Interest & Tax
Assume
• 1st year
: TK. 1.18 Lakh
• 2nd year
: TK. 3.50 Lakh
• 3rd year
: TK. 5.42 Lakh
• 4th year
: TK. 8.08 Lakh
•
: TK. 10.29 Lakh
5th year
12. Term loan repayment
: 5 Years with 6 months grace period
Figure 1 : Business project summary
1.2 Industry Analysis
Pickles are vegetables or fruits, sometimes cut into pieces that have been kept in vinegar or salt
water for a long time so that they have a strong, sharp taste. The pickle products market is
segmented based on product types into fruits, vegetables, meat, seafood, relish, and other
product types. Based on distribution channels, the market is segmented into grocery retailers,
hypermarkets/supermarkets, convenience stores, online retailers, and other distribution
channels. Asia-Pacific continues to lead the pickles products market, owing to its increased
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commercialization and industrialization of the pickle processing industry in developing
countries like Bangladesh. Bamboo shoots as a brilliant fixing to numerous delicious dishes,
of not only the Indian subcontinent but also China, Thailand, Nepal and Bhutan. Low in calorie
and high in carbohydrate, proteins and minerals, bamboo shoots are consumed in raw, canned,
boiled, fermented, and stir-fried forms. It is anticipated that process optimization with further
validation will help to grow an independent bamboo shoot-based food industry.
So, we believe that our traditional cultural food can encroached the huge market of it. Specially
we focused on Online platform consumer & tourists, who are visits Hill track area.
1.3 Company’s Mission, Vision & Objectives
Our Moto: “Flavor, Fun, Good food, Tradition, Nature”
Slogan: “Happiness in a jar”
Objectives of the Company
•
To earn profit with low cost.
•
To provide good quality products to final consumers.
•
To survive and be sustainable in the market.
Our Vision
We are committed to promoting human and ecological health by providing people with
delicious, nourishing food and by working toward a regional, organic food system as we
determine to fulfill the vision of becoming the “World Class Pickled Vegetables.”
Our Mission
Hungry Panda Group is dedicated to provide the customers with the finest, high-quality
products, hygienically prepared and competitively priced, living up to their expectations and
suppliers for achieving symbiotic relationship.
Strategy
No Compromise at any level by adopting latest technology & maintaining hygiene by following
all the rules of government & believing in relations maintaining and hiring experienced
hardworking team.
1.4 Venture Positioning
For the tourists and online based customers who are looking for cultural traditional food for
experience different cultural value. The bamboo shoots pickles have positioned itself well
focusing primarily on giving the best consumer experience. The Hungry Panda group is the
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Business Plan on Bamboo Shoot Pickle
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leader in the pickle industry, with its friendly service and best quality product. We use bamboo
shoots the main ingredients that has the ability to reduce risk of cancer, strengthen immune
system, improve heart health, effective against respiratory diseases etc. that differentiate our
products from the competitors. Unlike other pickle options, Hungry Panda’s products inspire
happiness and make a positive difference in customers' lives, and the brand is intensely focused
on the needs of consumers and customers.
Part 02: The Product
2.1 Description of Product
One popular use of bamboo is the use of young shoots as food. Bamboo shoots are edible when
bamboo plants have just come out of the ground. They are low in fat and calories but high in
fiber with around 90% water. New shoots with short shelf life have a crisp and sweet taste.
And they've got to be sold immediately. The peak time of availability is from June to October.
The shoots are typically harvested when they reach a height of 15-16 cm. Bamboo shoot is
eaten either raw or refined because of its exotic flavor and taste. Nutritious and active products,
such as vitamins, Amino acids, and antioxidants, such as flavones, phenols, and steroids, are
present in bamboo shoots. (Bamboo shoot, n.d.) They are used in pharmaceuticals and food
industry. Being a lesser-known food commodity, the processing of bamboo shoots pickle has
the potential to be established as a creative and promising entrant.
Bamboo Shoots are a delicacy across the district and is found in most kitchens. Locally called
baimbale, the bamboo shoots are sliced thin and pickled with the choicest ingredients to create
this gem of a homemade bamboo shoot pickle. Made at homesteads with love and care minus
any preservatives and artificial colors. Crafted to perfection using a special and authentic recipe
passed through generations to create a spicy, tangy, aromatic and unique tasting treasure in a
bottle. The bamboo shoot pickle is one of the most popular and in-demand pickles of ethnic
people. This pickle with a crunchy feel, appetizing smell, spicy and tangy taste makes this
flavorful exotic delicacy a must-have. Found in most Coorg kitchens, Bamboo shoots are quite
popular within the district and also makes a delicious curry.
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2.2 Uniqueness of product
Uniqueness of our organic food system
•
Cleaner, safer food, free of pesticide residues, growth hormones, and genetic
engineering;
•
Living, fertile soil, which leads to higher nutrient levels in our food and is essential to
agricultural sustainability.
•
Healthy ecosystems, rich in biodiversity and with clean waterways unpolluted by
pesticide and fertilizer runoff
•
Authentic Taste.
•
Tasty & Delicious- Made in Traditional ways
•
Boost digestion & improves
•
Rich source of high proteins, amino acids, vitamins & minerals
•
Made & Packed very hygienically
•
No artificial color, No added flavor
Part 03: Production plan development
3.1 Production Process
Pickle is one of the oldest and most successful methods of food reservation known to human.
The optimization of pickle quality depends on the maintenance of proper acidity, salt
concentration, temperature and sanitary conditions. Pickle products add spice to meals &
snacks. The skillful blending of spice, sugar and oil with fruit and vegetable gives crisp, firm
texture and pungent, sweet-sour flavor. Pickles serve as appetizers and help in digestion by
aiding the flow of gastric juices. Fermented pickles also have beneficial bacteria that can
control harmful intestinal microbes.
The fresh bamboo shoots are perishable in nature and cannot be stored for longer period. They
are prone to undergo texture change during storage because of Phenylalanine Ammonia Lyase
(PAL) activity. Therefore, different value-added edible products (nuggets, pickle and cracker)
made from bamboo shoots were good in taste and texture as assessed by the Organoleptic and
sensory evaluation. The products were accepted in terms of flavor, odor, appearance and taste.
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Standardized recipe for preparation of fresh bamboo shoot pickle
The data on ingredients in specific quantities for standardization of recipe for fresh bamboo
shoot pickle are given in table 1.
Ingredients
Per 100 gm
Fresh bamboo shoot
100g
Garlic
15g
Tamarind juice
20ml
Salt
17g
Mustard oil
15g
Mustard dal
10g
Fenugreek
3g
Cumin
2g
Chili powder
2g
Black pepper
0.25g
Cloves
0.10g
Asafoetida
0.10g
Table 1: Standardized recipe for preparation of fresh bamboo shoot pickle (1kg)
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Fresh Bamboo shoot
Washing in 0.5% lime
solution
Abraded with stainless steel
knife to remove roots and
dirt ends
Peeling of outers cover
Curing for 10-15 days at
room temperature
Addition of the required
quantity of salt,Tamarind
and garlic
Pre-treatment of blanching
with different NaCI
concentration
Cutting of shoot in small
slices
Frying of spices
Heat the oil and add
mustard & fenugreek seeds,
chili
powder,cumin,cloves,black
pepper and asafoetida
Addition of fried spices into
cured slices
Mix it properly
Storage of ambient
temperature
Filling into the glass jars
Figure 2: Production process of Bamboo shoot pickle
3.2 Cost of product:
The raw material for this industry is mentioned below:
•
Bamboo Shoots
•
King Chili
•
Mustard oil
•
Cumin seeds
•
Carom seeds
•
White mustard seed powder
•
Acetic acid
•
Critic acid
•
salt
•
Preservatives and spices are required for making Quality Pickles.
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S.N.
Particulars
Rate (Approx.)
1
Bamboo Shoots
Tk. 150-200/Kg
2
King Chili
Tk. 350-400/kg
3
Mustard Oil
Tk. 100-120/Litre.
4
Cumin Seeds
Tk. 140-160/kg
5
Carom Seeds
Tk. 180-200/kg
6
White mustard seed Tk. 40-50/kg
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powder
7
Acetic Acid
Tk. 40-50/kg
8
Citric Acid
Tk. 45-50/kg
9
Salt
Tk. 10-12/Kg
Table 2: Cost of Raw materials
3.3 Labor requirement:
At the beginning of the business, when Hungry Panda was operated by two partners, the labors
were both of them, their family member and two or three employees.
But now, as ours is an entrepreneurial venture with 7 member we have maximum required
labors for operating our business.
Number
SL
Designation
Salary
NO
of
Work
Total Salary
Workers Hours
1. General
40,0000
1
8
40,000
1
8
27,000
25,000
1
8
25,000
20,000
1
8
20,000
Manager
2. Production and 27,000
Technical
Manager
3. Financial
Manager
4. Commercial
and Marketing
Manager
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5. HR Manager
25,000
1
8
25,000
6. Plant Operator
18,000
1
8
18,000
7. Chemical
22,000
2
8
44,000
8. Supervisor
13,000
1
8
13000
9. Electricians
7,000
2
8
14,000
10. Driver
8,500
4
As per need
34,000
11. Security Guard 6,000
2
8
12,000
12. Cleaner
2
8
9,000
Engineer
4,500
Table 3: Labor Costing
Part 04: Economics of the project
4.1 Basis & Presumptions
1. Production Capacity of Bamboo Shoot Pickle is 40 kg per hour. First year, Capacity has
been taken @ 40%.
2. Working shift of 8 hours per day has been considered.
3. Raw Material stock is for 7 days and Finished goods Closing Stock has been taken for
7 days.
4. Depreciation and Income tax has been taken as per the Income tax Act, 1984.
5. Interest on working Capital Loan and Term loan has been taken at 11%.
6. Salary and wages rates are taken as per the Current Market Scenario.
7. Power Consumption has been taken at 10 KW.
8. Increase in sales and raw material costing has been taken @ 5% on a yearly basis.
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4.2 Capacity, Utilization, Production & Output
COMPUTATION OF PRODUCTION OF BAMBOO SHOOT PICKLE
Items to be Manufactured
Bamboo Shoot Pickle
Machine capacity Per hour
40 Kg
Total working Hours
8
Machine capacity Per Day
320 Kg
Working days in a month
25 Days
Working days per annum
300
Wastage Considered
10%
Raw material requirement
Final Output per annum after wastage
96000
Kg
86400
Kg
Final Product to be packed in 1 kg jar
Number of jars per annum
86400
1 Kg jar
Table 4: Production of Bamboo shoot pickle
Production of Bamboo Shoot Pickle
Production
Capacity
KG
1st year
40%
34,560
2nd year
45%
38,880
3rd year
50%
43,200
4th year
55%
47,520
5th year
60%
51,840
Table 5: Production Presumption
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4.3 Machinery & Equipment
Machine Name
Slicing Machine
Description
Machine Image.
A machine for chopping Bamboo that are
to be go for processing. For large scale
uses,
commercial
Bamboo
Slicing
Machine are used by the industry.
Grinder and Mixer Grinder and Mixer is an electronic
Machine
appliance that is used to mix and Grind
Spices. This machine reduces manual
work, thus saves time.
Heating kettle
Heating kettle are that are designed for
heating, boiling and cooking purpose.
This kettle is widely used in Food
industry.
Burner Stove
A burner stove is an appliance designed
for the purpose of cooking food. Burner
stoves rely on the application of direct
heat for the cooking process.
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Pickle
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Filling Pickle Filling Machine is used to fill
Machine
thick viscous liquids with granules or
pieces like Pickle, ketchup, Chutney,
peanut butter, etc.
Cap
Sealing Cap Sealing Machine is used for sealing
Machine
the cap of plastic bottles and plastic
containers.
Material
handling
These Equipment are used for material
and
handling. Other equipment like water
other
pumps,
weighing
machine,
Equipment
kitchen tools etc are also used.
pans,
Figure 3: Hungry Panda Machinery
Machine
Unit
Price
Slicing Machine
1
70,000
Grinder and Mixer Machine
2
60,000
Heating kettle
1
80,000
Burner Stove
2
80,000
Pickle Filling Machine
1
18,0000
Cap Sealing Machine
1
1,20,000
Material handling and other equipment’s (Bins, -
2,40,000
trolley, conveyor, silos, weighing machine,
bucket elevator etc.)
Table 6: Cost of Machinery
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4.4 Miscellaneous Fixed Assets
•
Water Supply Arrangements
•
Furniture & Fixtures
•
Computers & Printers
4.5 Total Cost of Project
COST OF PROJECT
PARTICULARS
Amount
Land & Building
Owned/Rented
Plant & Machinery
8.30
Miscellaneous Assets
2.80
Working capital
4.90
Total
16.00
Figure 4: Cost of Project
Part 05: Marketing
5.1 Market research & analysis
A marketing analysis can reduce risk, identify emerging trends, and help project revenue. One
can use a marketing analysis at several stages of business, and it can even be beneficial to
conduct one every year to keep up to date with any major changes in the market. A detailed
market analysis will usually be part of our business plan, since it gives us a greater
understanding of our audience and competitors. This will help us build a more targeted oriented
marketing strategy.
These are some other major benefits of conducting a market analysis:
➢ Risk reduction
➢ Targeted products or services
➢ Emerging trends
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➢ Revenue projections
➢ Evaluation benchmarks
➢ Context for past mistakes
➢ Marketing optimization
5.2 Target Market
We defined our Target audience(s) by some characteristics like:
•
Geographic
•
Behavioral
•
Location
•
Income
•
Traditional perspectives
•
Interests
•
Etc.
This process will be much easier when we already have some data about our buyers. In that
case, we could just start from going through the data and identifying who buys our products
the most.
The targeted audience of our company “Hungry Panda” is•
Tourists: Specially, who visits Hill Tracks area
•
Foreign tourists.
•
Culture addictive persons
•
Online platform users
•
Household as well.
Besides those it can be said that Bamboo Shoots Pickle is often consumed by all ages of people
and for both middle- and higher-income people.
5.3 Marketing size & trends
Pickle products vary as per local taste and preferences and thus, many companies, are
succeeding in this market by catering to the personalized needs of the citizens of Bangladesh.
Large varieties, flavours, and major ingredients make this a huge market. The price variation
of raw materials and ingredients added to the preparation of pickles is one among the restrains
in the pickles market. Therefore, in developing countries, like ours, people are preferring more
home-made pickles or pickles prepared by unorganized pickle industry, as it includes pure
ingredients and can be customized on the basis of ingredients and packaging. Hence, for the
new product there'll be a product line extension.
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5.4 Competitors
To be successful, we need a good understanding of our competitors, including their market
saturation, what they do differently than us, and their strengths, weaknesses and advantages in
the market.
The competitors are:
o BD Foods Ltd
o Alin food products ltd.
o Square Food & Beverage Limited
o Ahmed Food Product
o Pran Agro Ltd.
o M. Alam & Co.
We are competing with these companies to survive in the market with our potentiality.
5.1.1 Marketing plan
Our marketing plan is an operational document that outlines an advertising strategy that an
organization will implement to generate leads and reach our target market.
Marketing plan consists of 7P strategy
Because of the outlined differences between products and services and their
implications, 7Ps of Marketing Mix were developed. As ours is a production industry
we need to identify the 7Ps for Hungry Panda Group’s Bamboo shoot pickle.
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Figure 5: Marketing 7Ps
Product:
As we've mentioned already the product is bamboo shoots pickle. The pickle will be contained
in jars. Usually, the quantity varies on the size of the jars. It can be contained in a small or big
jar. Eventually, the product's net weight will be around 250-500 grams. The design aesthetics
of the packaging of HUNGRY PANDA’s is different than others which attracts the consumers
and makes them curious enough to buy it and try it out for themselves. Bamboo shoots Pickle
is produced only with fresh and healthy raw materials which in any means won't harm the
consumers. The product is produced with great effort and concern.
Price:
Price is the Value of the product or service that the customer perceives. We determine our price
by considering these factors:
•
Skimming
•
Penetration
•
Price
•
Psychological
•
Cost - Plus
•
Loss leader etc.
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Constantly our product price will be_
➢ Tk. 250 for 500 gm. And
➢ Tk. 500 for 1 kg.
Place:
Place is all about making our products available to right customers, at the right place at the
right time. The primary target of bamboo shoots Pickles distribution is the entirety of
Bangladesh. The product will be available in each district. The major target distribution place
is Chattogram.
Others distribution channel we will use are:
➢ Retailer
➢ Wholesale
➢ Mail order
➢ Internet
➢ Direct Sales
➢ Peer to Peer
➢ Multi - Channel
Promotion:
Most of our promotions and advertisings are done online through various well-known social
media websites/applications such as Instagram and Facebook. The advertisements are also
televised. The ads are creative enough to attract people towards our products. We would also
promote our products through monetized videos in YouTube. Also, we promote our product in
various tourists’ destination.
People
People are not just those who you are selling and advertising to. People of our company
includes:
➢ Staff
➢ Salespeople
➢ Customer service teams
➢ Management
➢ Anyone involved in the marketing and sales processes.
We made our employees to be effective and perceived positively by customers.
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Process
This step refers to the delivery of our product or service to a customer. We keep in mind that
the process of product delivery is designed not for provider’s convenience but keeping the
customer in mind. Hungry Panda Group always want to reduce quality variations and provide
seamless service to customers. How do we deliver our product consistently?
→ Standardization
→ Measurement
→ Delivery
→ Complaint Handling
→ Response time
→ R&D
Physical evidence
Consumer should always receive something physical to validate their purchase. Our company
HUNGRY PANDA ensures that the product or service is performing well in the market
differentiating it from its competitors like its packaging, bills and invoices, brochures,
pamphlets, web portals, appreciation, and awards, etc.
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5.1.2 SWOT Analysis
SWOT analysis of Bamboo Shoot Pickle analyses the brand by its strengths, weaknesses,
opportunities & threats. In Bamboo shoot Pickle SWOT Analysis, the strengths and
weaknesses are the internal factors whereas opportunities and threats are the external factors.
SWOT Analysis is a proven management framework which enables a brand like Hungry Panda
to benchmark its business & performance as compared to the competitors.
SWOT Analysis
Bamboo Shoot Pickle
Strengths Weaknesses
•
•
•
•
•
•
•
•
•
A Unique natural product
Full demand in off-season also
Resources, assets and people
Well supply of raw materials
Innovative aspects
Location, geographically suited
Price, value and quality
Strong Online presence
Advantages of proposition
•
•
•
•
•
•
High degree of competition
Loyalty among suppliers is low
Competitive intentions
Innovation in technologies,
services and ideas
Lack of infrastructure facility
Depends on domestic market
Opportunities Threats
•
•
•
•
•
•
•
Start New branches in Different
area
Can diversify business activity
Opportunity to improve worker
efficiency
Market demand
Opportunities in Online Space
Local Collaboration
Opportunity to make it as a
global product
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•
•
•
•
•
•
•
Commoditization of the product
segment
Environmental effects
Loss of resources
Competition from other local
pickle products.
Decrease in supply of raw
materials.
Scarcity of raw materials.
Raw materials are depending on
seasonal productions.
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6.Operation
6.1 Identified Location
Hungry panda head office in
Bangladesh
Address
Head Office: Opposite police line, Bandarban sadar- 4600, Bandarban, Chittagong
Phone
01611851959, 01841189000
Email
Hungrypanda@bamboo.com
6.2 Distribution & Transportation
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7. Organization & Management
7.1 Organizational Structure
Our company The HUNGRY PANDA follows the traditional line structure, that is organized
in such a way that a president or CEO (Chief Executive Officer) is at the top. Then there are
the directors or VPs (Vice-Presidents) of specific areas, followed by managers, and so on,
until the operational personnel. This structure can be seen below:
Figure 6: Organization Structure
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7.2 Management hierarchy
Managing
Director
Production
Manager
Supervisor
Finanace
Manager
Workers
Human
Rescource
Manager
Marketing
Manager
Sales &
Distribution
Agents
Figure 7: Management Hierarchy
The above organization structure shows the managing patterns of the Hungry Panda Group.
Managing director is in top management and he appoints the production manager, finance
manager, marketing manager and HR manager. He always contacts and coordinate with all
departments. All functional activities controlling by the managing director. He is one person
take any decisions in the organization.
Following are the main department in organization
1. Production Department
2. HR Department
3. Finance Department
4. Marketing Department
7.2.1 Production Department
Production is a systematic process of conversion of inputs into output. Output refers to finish
products for this manufacture need some raw materials and other resources. When a business
completes this process, they are able to achieve customer satisfaction by producing products
that are ready to be used and fit for purpose. The department having main responsibility like it
has to maintain and produce good quality of products. It has to satisfy consumer needs. They
will need to carry out inspection and implement suitable quality initiatives. This is one of the
major duties of this department because if mistakes are made on products, customer satisfaction
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will be decreased or if products are ruined during the production process it means that the
company will have to throw "bad" products away. Each and every product having good quality.
Before distribution of product it should inspect quality of products.
Manager
Supervisor
Workers
Figure 8: Production Department Structure
Objectives of the Production Department
•
Improving quality of pickles
•
Maintain good quality
•
Avoid unanticipated accident in production Department.
•
Minimizing wastage of raw material
Functions of Production Department
•
Maintain good quality of production
•
Updating production process time to time
•
Take measures to avoid accident in working time
7.2.2Human Resources Department
Human resource management refers to managing employees and builds good relationship
between the management and employees in the organization. Human resource management
involve in recruitment, selection, procurement, motivation, performance appraisal of employee
and other activities.
Objectives of Human Resources
•
To acquiring the employee according to requirements.
•
To full utilization all resources in organization.
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•
To maintain human resources properly.
•
Communicate all HR policies to all employees.
•
Provide well trained employees to organization.
•
Build good relation among the employees.
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Director
Manager
Supervisor
Workers
Figure 9: Human Resource Department Structure
Functions of Human Resource Department
•
Planning for recruiting.
•
Recruiting the employees
•
Maintaining staffs.
•
Maintaining all records relating to human resources.
•
Build good relations among the employees.
7.2.3 Finance Department
Finance is main part in the organization. Without finance we can't do any one small activity
also. Without finance in business is like without blood in body. The term finance refers to
money or a fund available to a firm. There is a necessity of managing the funds properly and
efficiently for achieving the object of the business. So is the financial activity which is
concerned with the planning and controlling of the firm financial resources. Business finance
is concerned with the acquisition and utilization of funds in a business.
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Functions of Finance Department
•
Maintain all books of accounts and keep all records relating to business.
•
Allocate firm's funds to all departments or activities.
•
Properly use funds within an organization.
•
Payment of wages and salaries
•
Payment of bills.
•
Preparation of final accounts and annuls reports.
In Hungry Panda Group all financial activities are managed by finance manager. There are no
workers in the finance department except manager. Yearly one-time auditor is auditing all
records of the company.
7.2.4 Marketing Department
Marketing department is a systematic process in the organization. Marketing is main object is
to build good customer relationship by satisfying the customers. Marketing having a good
distribution channels in the market. This department wants to communicate and reach our
products to final consumer. It tries to attract the consumer by providing good quality with
different packaging style and with advertisement by using different communication channels.
If the marketing department observes any default in the products and production department
then it should communicate to production department to correct the default and improve the
products quality. This department inform to production department relating to size and quality
of productions on the basis of demand and supply of products within the market.
Manager
Sales & Distribution
Agents
Figure 10: Marketing Department Structure
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Functions of Marketing Department
•
Prepare well plans and strategies.
•
Fixing price for products by considering all the factors.
•
Design good package style with good protective measure.
•
Choose good distribution channels.
•
Select promotional channels and it must be easily identified by the consumers.
•
The advertisement must be understandable by people.
•
Do market research time to time.
Part 08: Conclusion
In the nutshell, Hungry Panda opened in 2015, starting from a small homemade business with
a capital of tk 10,000. After few years of trading, the founder of this business, Anubhuti
Chakma & Ugyajai Marma took the opportunity to trade at the market in a wider scale. After
that, the founder got a wider site to trade Pickles, and the business owners got the opportunity
to open the first outlet at Rumabazar, Bandarban. After 5 years, this Hungry panda’s store has
moved to a store lot that has a crowded area and upgraded from a store to a serving station.
Hungry Panda’s is the business that use the software in their daily operation. The software that
Hungry Panda’s used is Store Hub, management system and accounting system. Each software
has its own functions and is able to launch all operations carried out by Hungry Panda’s.
Besides that, Hungry Panda’s also using the social media as a medium to promote their shop
to gain more customer and indirectly can further increase the company's profits in the future.
The use of software in Hungry Panda’s has greatly helped its owners in various matters
including salary payments, account management and even sales. Since 2017 which is the first
year Hungry Panda’s uses the software, he can help Hungry Panda’s to advance its business.
Management becomes more systematic and orderly.
Overall, this Hungry Panda started from the bottom and slowly climbed up to its success today.
It is a new start for us. But we sure hope to expand enough to reach stores around the whole
country. However, making the best quality products is our top priority.
Part 09: Reference
References
Bamboo shoot. (n.d.). Retrieved from FoodData Central: fdc.nal.usda.gov
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