Agora

Basic concept Agora is one of the top rank private companies of Bangladesh. It is an expanding chain of retail outlets. .It is the largest retailer, both by local sales and by domestic market share. It has a strong position in the market. This position derives from the strength of the companys tremendous service. Agora always tries to supply high quality products to acquire reputation. Background of Agora Rahimafrooz Superstores Ltd. (RSL) made a breakthrough in the urban lifestyles by launching the first retail chain in the country, Agora. RSL launched Agora on August 24; 2001.Agora introduced a new way to shop. Current situation Currently there are four Agora outlets at Gulshan, Dhanmondi, Moghbazar and Mirpur in Dhaka. With many more coming up at important locations in Dhaka and other major cities, Agora is endeavoring to fulfill the everyday shopping needs of the urbanites through fair price, right assortment, and best quality Vision Agoras vision is to build a world class financial services institution. Mission Agoras mission is to provide alternative financial solutions for their clients. Primary competitors Primary competitor companies of Agoras are Meena Bazar, Nandan, Pacific and Shopno etc.

Objective of the report: Every company has its own objective. There are some objectives of Agora they are given below: To know the business portfolio of Agora. To know the product of their store To know the marketing strategy of Agora.

Business portfolio of Agora: In this part of our report we tires to focuses on the different category of product of Agora. Here we try to briefly discuss on different product. The list of product name of Agora Agora typically sells many different types of items, such as: Beverages products (juices, energy drink, etc) Baby foods and products Bakery Books, newspapers, and magazines, including supermarket tabloids Car care products CDs, DVDs Confectionery Cosmetics Clothing and footwear Dairy products Diet foods Electrical items Feminine hygiene products Frozen foods Fruits and vegetables Housecleaning products

 Meat Medicines and first aid items Personal hygiene and grooming products Snacks Marketing process: Packaging: After collecting grocery products, it is purified, graded according to size (for example potato, fish, and spices) and then it is sold in particular packets with reasonable price. For fish it is kept in ice rapping with packet Branding: Agora maintain Brand image. Their motto in branding is Right price right quality to remove the fear of customer about products quality. They always try to sell brand products which assure good product and service quality. For which every year they are a d d i n g m a n y l o c a l a n d f o r e i g n p r o d u c t s a n d s e r v i c e t o c u s t o m e r . F o r a d d i n g n e w products they run survey on consumer to know their expected products. Marketing product At first they do marketing their products and then they turn their activities in operation and after that they ensure the availability of that product when the consumers want these products. Sales tactics *Discounting price *Provide quality product *(Micro pecking) they pack both for high and low consumers .

Motivating strategy Agora always tries to motivate its employees. Often they offer many kinds of facilities for its employees. They offer educational facilities and arrange seminars for employees. Employees are satisfied with their facilities. Customer service Agora provides high quality products to its consumers. They also write on the packets in detail about product. Sometimes they make their customers aware by giving advertisement Key reasons for the success Success is the main factor for any business. In a company there may have many different key factors through which the company can gain success. Agoras key factors are *Strong performance. *Inclusion of new products. *Deliver better consumer service.

SWOT Analysis:

STRENGHT:
They follow "Pile it high, sell it cheap" Approach of the founder management of Rahim Afrooz. They build up a very strong relationship with the customers. That is the main strength of their business.

WEAKNESS:
The disadvantage of Agoras approach that is Pile it high, sells it cheap was that the stores had a poor image with middle-class customers. In the year 2001 Agora's brand image was so negative that consultants advised the company to change the name of its stores.

OPPORTUNITIES:
As all the leading retail stores are Dhaka based. Most of them do not have any outlet in any other districts. Except Chittagong, Agora is going to launch four new retail stores in the main districts of Bangladesh.

THREATS:
Rising prices of raw materials and fuels. Change in fiscal benefits/ laws. People attraction and retention.

Recommendation

With multiple stores in Dhaka, Agora is a leader in superstore retail organizations. The combination of quality and price under various brand name offers customers value for their money. We have examined and evaluated the operations of Agora, LTD including its strengths and weaknesses. We recommend the following in order to ensure continued success for the future of all Marks and Spencer stores: Find alternative sources to supply resources to Marks and Spencer stores abroad. Increase marketing efforts Strengthen existing resources, add complementary resources, and develop new resources. Evaluation of Current Objectives and Current Strategy

Conclusion: Let us conclude by saying that there are good reasons to feel confident that these retailing companies such as Agora, although likely to be difficult and take time; will succeed. The government program has identified improved performance as a key objective of reform and this offers clarity of purpose which can be widely understood. The retailing companies (such as Agora) are consistent with the goal of EU accession which provides an external anchor but most persuasive is the fact that the focus on service delivery to the people, if realistically managed, will reinforce popular support for such retailing companies (such as Agora). We believe these retailing companies (such as Agora) will benefit from the involvement of civil society organizations which have an inherent interest in improving government performance and in monitoring and providing objective feedback that is essential to any self-correcting system.

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