Author: A. F. Wazir Ahmada, Md. Shahriar Parvezb, Md. Zahir Uddin Arifc* aAssistant Professor, School of Business, University of Liberal Arts Bangladesh, Dhaka, Bangladesh. E-mail-Id: bLecturer, School of Business, City University, Dhak
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:Expansion, Diversification; Competencies; Consumer taste and
preferences; Supply chain management.
DOI:
International Journal of Trade & Commerce (Vol: 2 Issue:1)