Fakruddin Foods: Which Way to Go?-A Case Study

Author:A. F. Wazir Ahmada, Md. Shahriar Parvezb, Md. Zahir Uddin Arifc*

Abstract:
It is believed that the economy of Bangladesh is on the threshold of achieving significant growth in the coming years. Ready or pre-cooked food retailing may take a boom in recent future. The case study discusses the early development stages of the business and the recent growth including the diversification scopes those are considered feasible. The case depicts the social changes in urban life of this small country, which puts a heavy impact on the consumption behavior and food habit. Expected learning outcomes- The goal of this case study is to illustrate the challenges that exist in the decision making and implementing process of product diversification and market expansion yet maintaining the distinctive competencies. The following are the expected learning outcomes: the importance of forecasting in changing markets, maintaining the quality and core competencies, role and challenges of related and unrelated diversification in business expansion using an appropriate project structure.

Keywords:Keywords: Expansion, Diversification; Competencies; Consumer taste and preferences; Supply chain management.

DOI:

International Journal of Trade & Commerce (Vol: 2 Issue:1)