Business Report: Comparing Golden Harvest Agro & DASCOH Bangladesh

This report, submitted by a student, compares and contrasts two distinct business organizations: Golden Harvest Agro Industries Ltd. (GHAIL), a public limited company manufacturing frozen food, and DASCOH Bangladesh, a non-profit organization focused on rural development. The report defines key business concepts such as product vs. service, private vs. public vs. non-profit organizational structures, liabilities, and scope and size of business. It then provides detailed information on GHAIL and DASCOH, including their purposes, sizes, sectors, and liabilities. The report further explores the concept of stakeholders, categorizing them as internal and external, and analyzes the roles and influences of various stakeholders for both organizations, including directors, investors, employees, government, customers, local communities, suppliers, media, and consumers. The analysis includes the impact of stakeholder groups on the business operations and strategic decisions of both GHAIL and DASCOH.

Submitted by:
SHAHRIAR SHAMIR HASAN
ID: 2021126004
ND in Business

As a Research Assistant at SGRB , I have made the following report on two contrasting business
organization. They are; Golden Harvest Agro Industries Ltd. (GHAIL), DASCOH Bangladesh (non-
profit organization). GHAIL is a manufacturing company which makes frozen ready to cook food in
Bangladesh and DASCOH is a nonprofit organization that provides training and helps improve
infrastructure to rural communities for improving their lifestyle. Both organizations have numbers of
stakeholders both internal and external. These stakeholder helps the organization in maintaining
themselves and providing goods and services to the targeted people. Both organizations have aims
and objectives that defines them. The report contains information on various factors that influences a
business and also information that is collected using various tools for analysis such as; SWOT,
pestle.

P1
Business: It is an organized economic activity of individuals which involves the process of making a
profit by fulfilling the demands of customers by manufacturing goods, or reselling certain products
or services. The primary goal of a business is to gain the targeted profit. To gain profit a business
sells two kinds of items, they are;
 Product: It is a form of item that is offered to the general civilians or individuals for solving
or satisfying their needs, demands for any specific reason. A product usually comes with a
price that depends on the market, quality, and other vital segments.
 Service: It is an intangible item that is produced by an individual or an entity that involves an
action or a procedure that will help solve a particular problem of another entity or individual.
(Phillips et al., 2016)
There are three kinds of ways an organization can run itself, they are; Private, Public and
Not-for profit, we have explained below the three categories and their sub categories;
 PRIVATE
o Sole Trader: A sole trader is also known as a sole proprietorship, is a form of
business that is owned by an individual, it is a typical business that is simple and easy
to establish. The owner is responsible for all aspects of the business; therefore, the
debts and losses can’t be held for anyone other than the owner. The owner also does
not need to share the profit with anyone. The owner may employ other workers to
help the business grow.
o Partnership: It is also a form of business where an agreement is held between two or
more individuals, these individuals are stated as business partners, and the agreement
dictates terms and conditions by which the business will run, and how the shares of
profit and liabilities will be divided among the partners.
o Limited company: A limited company is a separate legal entity, is operated by
several owners. Limited company owners are not personally liable for the company’s
debts; therefore, it offers financial protection to the owners and its shareholders.
o Public limited company: A public limited company is a limited liability company
that has legal permission for selling its share to the public. A PLC (public limited
company) needs a minimum of seven members to a maximum of having unlimited

members. A PLC is great for raising capital by selling shares to the public, and the
share of a public limited company is available for the general public to buy from a
stock exchange. Also, since legally it is a limited liability company, the owners and
management have limited responsibilities. A public limited company is required to
publish its annual report and financial information, maintaining a high level of
transparency of its accounting and auditing information.
o Private limited company: A private limited company or LTD. is a privately owned
business entity that is maintained by a small group of individuals. A private limited
company does not share detailed information with the public or the government. This
type of company does not sell the share on the stock exchange, the owner holds all the
shares and only sells shares to anyone specific if all the shareholders agree on it. Since
it is a limited liability company, the owners are not responsible personally for the
debts but rather the company is responsible.
o Cooperative: A cooperative is a type of business that is owned and operated for the
necessity of their members, this necessity might include social, economic and cultural
needs in a cooperative business model all members hold equal rights in the decision
making, events of the business.
(Bentley et al., 2013)
 PUBLIC:
o Government owned: A government owned business is a type of business that is
controlled by government, either fully or partially government owned enterprises have
a distinctive legal structure and they are established to operate in Commercial Affairs
and activities.
 Not-for-Profit
o Charitable organization: It is a type of nonprofit organization that is established for
charitable purposes a charitable organization helps society or a particular group of
people in a society. It has many definitive perfect purposes, but goes beyond the relief
for poor and homeless, such as the betterment of society.
o Voluntary organization: It is a type of nonprofit organization which emphasizes on
something else rather than earning profit for its owner. The term voluntary is used

because individuals that joins the organization have common interests that merges
with the organizations interests.
(Phillips et al., 2016)
Liability
It is the legal obligation of a company or owner which they have to pay to other person, entity or
organization. Liability can be of two forms;
 Limited liability: It is a concept that dictates the business owner or owner’s liability is
limited to the amount invested in the business.
 Unlimited liability: This concept dictates the owners and shareholders takes full
responsibility of the all the business debts, which means the debts can be paid by seizing or
selling owner’s personal assets.
Scope of Business
Scope of a business defines the coverage of business in terms of geography, and can be categorized
into three forms;
o Local: Means the business sells its products to the local market in its own city or
town
o National: This scope defines that the organizations sell it products to consumers all
the over the country.
o International: This scope refers to the organization when it sells it product to
consumers around the globe.
Size of Business: A size of business can be of four types, which are stated below:
 Micro: Consist of 1 to 9 members as their staff or employees.
 Small: Consist of 10 to 49 members as their staff or employees.
 Medium: Consist of 50 to 249 working as for the organization
 Large: Consist of 250 or more employees.
Below we have selected two contrasting organizations, for which we will explain their features,
goals, size, scopes and liabilities:

Non-profit organization
1. DASCOH (Development association for self-reliance, Communication, and health)
DASCOH is a non-government and non-profit organization that is a voluntary organization in
accordance with the SWISS Civil code of conduct. Though it is registered as a Swiss
international NGO and its HQ is in Berne, in 1995 it started in operations in Bangladesh
registering under NGO Affairs Bureau under ‘The Foreign Donations (Voluntary Activities)
Regulation Ordinance, 1978. Currently in Bangladesh DASCOH HQ is situated in
RAJSHAHI. (DASCOH Bangladesh, 2021.)
PURPOSES OF THE ORGANIZATION
DASCOH vision is to create and maintain an enabling environment that ensures equal access
to state and non-state resources to reduce poverty, and its mission is to empower the poor and
marginalized communities by complementing and complementing development objectives
and by helping local governments to build straightforward, adaptable and viable processes
and systems to provide assistance, and to further develop and strengthen alliances with
foreign, national and community-based organizations. DASCOH Bangladesh is able to
empower rural poor and neglected populations through the creation and delivery of nationally
oriented services, supporting local authorities in the development of transparent, sensitive and
sustainable service delivery systems and processes and continuing to innovate and strengthen
international, national and community-based or community partnership.
(DASCOH Bangladesh, 2021.)
SIZE
DASCOH can be classified as a large non-profit organization, the company size is around
201- 500 employees working for them. DASCOH can be classified as an international non-
profit organization.
SECTOR
DASCOH can be classified under tertiary sector as they are involved skills development
program, provides training to local rural people and also helps provide support to local
government employees.
LIABILITIES

The governing body of DASCOH is legally liable for all kinds of liabilities.
Public limited company
2. GOLDEN HARVEST AGRO INDUSTRIES LTD.
Golden harvest AGRO industries Ltd is official publicly listed company that sells ready to eat
frozen food. According to the supply chain of the firm, more than 100,000 agricultural
partners in Bangladesh make up 95% of the raw materials. A team of industry professionals
equipped and maintained at the Gazipur food processing facility with the newest technology
and state-of-the-art gear. (GHAIL, 2020)
SCOPE OF ORGANIZATION
The company is involved in the distribution of their product for both national and
international markets, they export to countries like; USA, Canada, Australia, Middle East,
and few selected European countries.
PURPOSE OF THE ORGANIZATION
The company's mission is to provide the nation with a pioneering innovative product that can
satisfy consumer demands. The vision of the organization is to provide safe and affordable
food for everyone. To be the purest and safest frozen food and beverage produced in the
world by a socially responsible Bangladeshi company.
SIZE
The organization is classified as a large organization as it has a total number of over 500
employees.
SECTOR
GOLDEN harvest AGRO can classified in the secondary sector as they are involved in
processing raw materials into finished goods.
LIABILITIES
Since it is a public limited company, the shareholders are liable for nominal value of shares,
also, shareholders are limited to the specific amount they have contributed.

P2
Definition of Stakeholder
Stakeholder can be a person, a social group or an organization that has effect or be affected by the
business. Thus, a stakeholder will have interest in the organization and outcomes that comes from
certain actions and decision.
Classification of Stakeholder
Stakeholder can be divided into two categories, below is the following categories;
 Internal: Internal stakeholders are individuals who have direct concern in a business, or have
a direct relationship with the business or organization.
 External: External stakeholder is an entity that does not work for the particular business or
organization but affected by its activities or has an effect on the business or organization.
(Bentley et al., 2013)
Now we will show the stakeholder and their roles for our two-contrasting organization;
1. GOLDEN HARVEST AGRO INDUSTRIES LTD.
GOLDEN HARVEST AGRO INDUSTRIES LTD is an organization that manufactures frozen snack
type foods like; Singara, Samosa, Tehari, Fish ball, Nuggets, Sausages and many other varieties of
delicious foods. They mostly collect raw materials and process them into finished frozen product for
the mass population. Below is a list consisting of stakeholders of GOLDEN HARVEST AGRO
INDUSTRIES LTD. (Annual Report 2020 GHAIL, 2020). Below we have separated the
following stakeholders into two categories;

The influence of the stakeholders is explained below;
 The board of directors: The Directors of GHAIL is responsible of making management
changes in organization’s business. They are responsible for making strategic and operational
decisions of the company.
 Investors: Investors or shareholder may have limited power in decision making but they can
influence the objective of Golden Harvest Argo industries Ltd.
 Employees: Employees can influence the operations of GHAIL, as their output all sectors
throughout the business.
 Government: Government influence the business by creating taxing policies, regulations and
laws for an organization like GHAIL.
 Customer: In case for GHAIL customers or business partners influence their business by
regulation the product quality and price. Business partners are mostly responsible for
delivering the finished goods to the consumers.
 Local Communities: The local communities influence GHAIL by providing sufficient man
power, skilled worker for running their operations.
 Suppliers: Supplier influence GHAIL by providing raw material and also influences the
price of product, by controlling the raw material price.
 Media: Media influences GHAIL by providing various means of promotional platforms for
marketing their product.
 Consumers: Consumers are the element that buys the finished goods, they influence GHAIL
by providing revenue.
(GHAIL, 2020)

2. DASCOH (Development association for self-reliance, Communication, and health)
DASCOH is a non-government and non-profit organization that provides training, infrastructure
upgrade and support to village people in Bangladesh. They also provide various kinds of training to
local government employees that will help the betterment of the society. Though it is Swiss
international NGO, it has registered to operate in Bangladesh legally with its HQ situated in
RAJSHAHI. (DASCOH Bangladesh, 2021.) Below is a table for the two categories of
stakeholders;
 Governing Board: Governing body is an entity that influences DASCOH by ensuring that
the organization comply the legal and strategic direction. This helps the organization provide
service and financial stability.
 Executive Committee: They influence DASCOH by providing strategic planning and serves
as advisory entity for the Board.
 Employees: Employees influence DASCOH by maintaining the organization by doing all the
internal & external activities for keeping the organization operational.
 Volunteers: Volunteer influences DASCOH by contributing their efforts on various actives
throughout the organization. These activities are mostly field activities and insight for solving
problems and producing results.

 Members: They influence the organization by providing various kinds of supports as well,
members consist of individual located in various location for maintaining activities for an
organization.
 Donors: They influence DASCOH by providing various supports and resources which is
vital for the organization’s survival.
 Beneficiaries: They influence DASCOH directly as they control the services that are needed
to be provided by DASCOH.
 Local Communities: They influence DASCOH by participating in various projects which
helps them improve their lives, furthermore local communities help the organization by
staying with projects.

P3
Definition of organizational structure
An organizational structure explains how various tasks are distributed in order to achieve a
company's aim. It describes an employee's job duties and obligations in a corporation. Employees
with more authority will be promoted further up the organizational ladder. Furthermore, the more
well-organized a structure is, the more efficiently a business may work. (Bentley et al., 2013)
Different kinds of organizational structure
There various kinds of organizational structure but we will talk about four different kinds of
organizational structure they are:
 Hierarchical: It is a structure where all entities expect the topmost are subordinate to another
entity. It is still prevalent in governments, major organizations, religious groups, and
corporations, and is considered one of the most conventional and popular systems in
existence. In a hierarchy, there is a vertical chain of command with multiple levels of
authority, such as between a company's superior and subordinate levels. The person at the top
wields the most authority, and power gradually diminishes as one descends from the top to
the bottom.
 Flat: Flat organizational structure is defined as an entity in which top management has direct
communication with front-line salespeople, floor-level staff, and customers The goal of a flat
organizational structure is for there to be little hierarchy so that everyone can handle
whatever work is assigned to them.
 Matrix: A matrix organizational structure is one in which the reporting links are organized in
a grid, or matrix, rather than a typical hierarchy. Employees, in other words, have dual
reporting relationships, reporting to both a functional manager and a product manager in most
cases.
 Holacracy: Holacracy is a decentralized organizational structure, in which a business
consists of units or staff working independently towards the achievement of company-wide
aims. Their work is continually monitored and adapted. Holacracy guarantees that the process
of self-organization is efficient, productive and unambiguous.
(Bentley et al., 2013)
Now we will discuss about our two-contrasting organization, their organizational structure and
functionality of different departments.

1. Golden Harvest Agro Industries Ltd.
Golden Harvest Agro Industries Ltd is the first frozen food processing factory constructed in the
nation, local sources provide 95 percent of raw materials required for manufacturing, through
over 100,000 grower partners in Bangladesh who are directly or indirectly involved in the supply
chain process, providing services and products that are on par with the best in the global market
while remaining true to local values. Golden Harvest Agro Industries Ltd (GHAIL) manufactures
over 75 different frozen food products, including ready-to-eat foods, finger foods, and
vegetables, all of which are of the highest quality. (GHAIL, 2020)
 AIMS
Golden Harvest aspires to become a valuable and indispensable organization that adds fresh
value to people's lives through their enterprises while also profitably producing Bangladesh's
finest quality food product. and attain the goal of having the highest customer net satisfaction.
 Objectives
Golden harvest has a great brand name which they developed by providing excellent quality
product and having wide range of products and have a great customer service. However, both
public and private sector cooperation is essential to create infrastructure. This is where Golden
Harvest's future expansion initiatives will be focused. Golden Harvest will create collection sites
to remove middleman costs for both growers and processors, hence eliminating price fluctuations
for both parties. Golden Harvest will feature a Cold Chain infrastructure backbone of
refrigerators with cold storages at 30 degrees Celsius, ensuring proper delivery of frozen foods
all over the country through its 10-temperature transport system.
. (GHAIL, 2020)
 Organizational Structure
GOLDEN HARVEST AGRO INDUSTRIES LTD. follows a flat organizational structure, it is where
the higher management have direct communication with lower part of the organization, leadership is
decentralized, and the mid-management levels have very little role or responsibilities. Since there is a
reduced the number of layers of management which promotes employee cooperation and
communication. Employee decision-making is made easier when there are fewer tiers of

management. Thus, makes GOLDEN HARVEST AGRO INDUSTRIES LTD. operate more
efficiently.
Now we will talk about different departments and their functionality;
 Audit Committee: Golden harvest audit department supervises the financial reporting,
auditing, and internal control systems Golden harvest industries limited, as well as
compliance with laws and regulations
 Manufacturing and Operations: An operations and manufacturing department of Golden
harvest agro industries limited ensures that the entire manufacturing process is accomplished.
The aims and functions of other divisions within a corporation must be aligned with these
production processes.
 Human resources: The HR department of Golden Harvest Agro industries limited is critical
in assisting businesses in dealing with a rapidly changing business environment and increased
need for qualified people.

 Marketing: In order to promote an GHAIL’s business and mission, the Marketing Department
is critical. It acts as Golden harvest agro industries Limited’s public face, organizing and
creating all of the company's materials.
 Technology and engineering: This department of Golden harvest agro industries limited is in
charge of designing, managing, and maintaining production techniques and procedures in a
safe and efficient manner.
 Administration: Golden harvest agro industries limited has given administration depart the
capability to offer office assistance to a person or a team and is critical to the efficient
operation of a company. They may be responsible for answering phones, greeting and
guiding guests, word processing, spreadsheet and presentation creation, and filing.
 Information technology: In most cases, GHAIL’s IT departments are in charge of all of the
company's technology. An IT department provides network management, communication
management, application development and other technical support.
(GHAIL, 2020)
3. DASCOH (The Development Association for Self-Reliance, Communication, and
Health)
The Development Association (DASCOH) is a non-profit organization that aims to promote
autonomy, communication and health. This organization is a non-profit organization. Using
people's local knowledge and available resources at the local level. DASCOH has proposed a
different approach to participatory development. It has created a workforce that is both
professional and flexible in their decision-making. DASCOH employs the coaching approach to
create human capital, therefore assisting in the development of local government institutions'
ability, as evidenced through project planning and management with local government, the
business sector, funders, and the community. (DASCOH Bangladesh, 2021.)
 AIMS
DASCOH Bangladesh aim is to provide support to poor and neglected group of people in the
rural communities, this is done by providing and supplementing national goals. DASCOH
helps by local government officials by building a clear, responsive and long-lasting delivery
system that will continue to innovate and strengthen international, local partnership and other
community-based organization.
 OBJECTIVES

To assist local governments in improving transparency, accountability, and responsiveness in
delivering services within the framework of national plans and policies, as well as to
strengthen the management capacity of public health care institutions at the community, UP,
and Upazila levels to enable them to provide universal and high-quality health services in
accordance with national health standards, While enhancing access to and use of clean water,
environmental sanitation, and personal hygiene are promoted. (DASCOH Bangladesh,
2021.)
 Organizational Structure
DASCOH follows a Hierarchical structure, in this structure Employees in entry-level jobs
would get their daily tasks from their immediate supervisor, creating a defined framework for
communication. This makes it easier to develop and implement company plans rapidly,
providing employees conform to the system. It also solves the problem of indecisiveness.
There is always someone who is held accountable for their acts or decisions. Even if one
manager tries to shift responsibility to someone else, this accountability cannot be avoided.
There is a clear understanding of who is in charge of which initiatives. Most importantly is
creates a clear picture of authority. (DASCOH Bangladesh, 2021.)
Now we will talk about different departments and their functionality;

 Finance and Administration: DASCOH’s finance and administration's major responsibility
is to ensure that program employees follow the organization's financial and administrative
policies. The finance and administration department are in charge of overseeing all program
operations and giving cost estimates to project managers.
 Monitoring, evaluation and learning: This department of DASCOH’s is responsible for
initiatives, evaluates their efficacy, and guarantees that funds are well-managed.
 Documentation and communication: DASCOH need vigorous documentation for certain
operations, thus this department will be responsible for all aspects of communication,
documentation, and knowledge management
 Training: This department of DASCOH organizes and manages employee development
programs. They determine where training is most required, provide training on occasion or
employ consultants, and analyze the training's efficacy.
 Field operation: This department of DASCOH is responsible for managing volunteers,
training, and observing field projects, as well as implementing and developing their
organization’s field operation initiatives
(DASCOH Bangladesh, 2021.)

P4+P5
SWOT analysis is a business analysis method that guarantees a project's objectives. The four
categories of the SWOT analysis are Strengths, Weaknesses, Opportunities, and Threats. Below we
have stated short explanation for the four categories;
 STRENGTH: In a SWOT analysis, strengths are the characteristics inside an organization
that are thought to be required for a project's success.
 WEAKNESS: Weaknesses in the SWOT analysis consists of data of elements or aspect that
might prevent an organization from succeeding.
 OPPURTUNITY: Opportunities are defined as external factors that may be useful in helping
an organization become successful. Opportunities are defined to mean that a company may
use its circumstances to develop and execute plans which will make profit for the
organization. THREAT: Threats are external factors may have a significant impact on the company.
Threats are defined as external factors that endangers the dependability and profitability of
the company
(Kotler and Armstrong, 2012)
Now we will describe the SWOT analysis for GOLDEN HARVEST AGRO LTD. (For profit
organization);
Strength
 Stable financial situation achieved by golden harvest agro ltd.
 Cutting-edge production facilities in frozen food sector.
 A well-known brand name for ready to cook frozen food sector.
 A well-established distribution network is available.
 Golden harvest agro ltd have well-trained human resources those are capable and dedicated.
Weakness
 Overall demand is congested in this mature sector.

 Dependence on finite natural resources.
 Product range for ready to cook frozen food is limited.
Opportunities
 Increase the number of products in the product range that address macro and micronutrients
for ready-to-cook frozen foods.
 Implementation of energy-efficient technology for the manufacturing of ready-to-cook frozen
foods in order to save petrol.
 Exploration of alternate raw material sources that can be utilized to make a variety of frozen
food items.
 Diversification can be done both horizontally and vertically.
Threats
 The plant uses gas to make ready-to-eat frozen meals, which depletes natural gas reserves.
 Farm economics are bad.
 Current trend in Bangladesh is causing cost of raw materials and gasoline to rise steadily.
 Profits are being slashed as operating costs continue to rise.
(GHAIL, 2020)
DEFINATION OF PESTLE
PESTLE is basically an acronym for a framework that is used to analyze and identify the macro
external factors that could impact a business. Each letter represents an element, these elements
provide fundamental information that can used to help a business before initiating any kind of
marketing strategy or plan. (Phillips et al., 2016) Below we explain and list each element of PESTEL
framework;
Political Factors: The element provides with information that determines the degree of
impact the government and its policy will have on the business or organization. (Phillips et al.,
2016) Below we have illustrated the few of the following elements that holds significance;

Economic Factors: This sums up the impact of the economy which effects the profitability and
performance of an organization. (Phillips et al., 2016) Below we have illustrated the following
elements that plays a role in economic factor;
Social Factors: The element identifies the social environmental statistics also the trends of the
current time period. Social factors allow an organization to profile the customers for their wants and
needs, thus the element may include factors that we have illustrated below (Phillips et al., 2016);
Taxation policies
The stability of the government
Political policy
Environment for trading
Interest rates on loans
Inflation control
Income Level
Raw material cost
Employement & unemployement rate

Technological Factors: This element represents the technological advancement and development
that can impact the targeted market or industry of the business. Factors that effects are demonstrated
below in the following illustration (Phillips et al., 2016);
Lifestyle
Income Distribution
Education levels
Coversion in a family
Emerging Technology
Automation technology
Technology adaptation
Digital and mobile technology

Legal Factors: These is important factor as this dictates the legal factors that an organization must
comply by in order to keep itself secure and safe from certain types of events that can hamper the
organization also business must understand the legal factors of the territories, they are currently
operating. (Phillips et al., 2016)
Environmental Factors: These factors relate to the environmental influence and the ecological
effects that an organization have on the environment. This factor becomes increasingly relevant as
well with the increasing relevance of CSR (Corporate Sustainability Responsibility). The elements
influences are listed below (Phillips et al., 2016);
Below is a PESTEL analysis of GOLDEN HARVEST AGRO INDUSTRIES LTD.
Political Factor:
 Political Stability: Currently Bangladesh is going through a much stable political condition
as, GHAIL (GOLDEN HARVEST AGRO INDUSTRIES LTD) requires a stable political
situation for it operate its business properly, as unstable political situation will have negative
impact over the business, in case of a political instability will try to adapt to do business with
minimum impact.
Climate
Recycling procedures
Carbon footprint

 Taxation Policy: The government of Bangladesh have a tax rate for public limited company
set to 25%, but there are major factors in other taxation policy that caused an increase of
prices for product of GHAIL. Since GHAIL faced unfair taxation policy it has resulted in
lower business profit, thus GHAIL will strive to get the most out of the situation while
staying within the confines of the taxation policy.
(GHAIL, 2020)
Economic Factor:
 Income level: Since Bangladesh is currently on a steady growth of GDP per capita, and
currently 1968.792 USD, GHAIL (GOLDEN HARVEST AGRO INDUSTRIES LTD) is able
to penetrate existing market even more effectively marking an increase in yearly growth, for
there is an increase in income level which will then in turn increase the purchasing power of
the consumers.
 Inflation Control: Currently Bangladesh’s inflation rate is 5.76%, thus price of raw
materials will increase annually and this factor that will have an impact on GHAIL business
growth, with current inflation rate business will have, GHAIL needs to find best possible
strategy to take advantage of the market.
 Interest Rates: Due to inflation rate loan’s interest rate will adjust accordingly, now most of
the banks are offering their loans products, out of their own volition, at 7-8% interest thus it
is attractive interest rates for an organization like GHAIL, as lower cost of capital will result
in maximum benefit.
(GHAIL, 2020)
Social Factor:
 Lifestyle: As people in Bangladesh is ever more leading a busy life, they are
currently shifting towards ready to cook products, so GHAIL can include this
message in their marketing plan.
 Income Distribution: Due to Lifestyle change, an active population will lead to
better income distribution thus numbers of customers will increase and sale will be
increased as well.
(GHAIL, 2020)

Technological Factor:
 Emerging technology: As new technology is getting introduced to market GHAIL’s IT and
MIS department needs to be aware of the technologies that may affect the business and make
necessary recommendation to higher authority. Automation is currently being used in many
industries in Bangladesh, thus GHAIL must consider automation of their manufacturing
plant.
 Technology Transfer: The IT and MIS department needs to adapt and take responsibility to
maintain, change in accordance to keep the competitive advantage, thus any new
technological advancement needs to incorporated in the organization.
(GHAIL, 2020)
Environmental Factor:
 Waste management: GHAIL is concerned about the environmental impact and very careful
about waste management, to comply with law and for protecting the environment, the
organization have established a biological effluent treatment plant and they have separate
management system for solid and liquid waste.
 Environmental policy: The Bangladesh Environment Conservation Act (ECA) 1995 is the
sole piece of legislation that exclusively addresses environmental issues. The Act was passed
in order to protect and improve environmental standards, as well as to manage and mitigate
pollution, thus GHAIL meets all the prescribes standards of air, water, noise and odor.
 Carbon footprint reduction: GHAIL follows a green philosophy, this business philosophy
dictates that to make sure that carbon footprint to the bare minimum, thus Golden Harvest
Echo Friendly Industrial Park is strategically situated in a way that helps protect the
environment.
(GHAIL, 2020)
Legal Factor:
 Approved By BSTI: Bangladesh standard and testing institution certifies that product and
quality management system, all GHAIL product is Compliant with BSTI standards.
 The Companies Act (Bangladesh) 1994: GHAIL follows the companies Act 1994 since it is
a public limited company, the act dictates a Public Company, as defined by the Companies
Act of 1994, is a company with at least seven members whose membership is open to the
general public.

 BECA (ECA) 1995: GHAIL complies with The Bangladesh Environment Conservation Act,
1995, it is law that supports the conservation of the environment, improvement of
environmental standards and control and mitigation of environmental pollution.
(GHAIL, 2020)
Definition of Corporate Culture
It is a collection of values, ethics, vision, behavior and work environment, it defines an
organization’s uniquity and how it affects everything it interacts with which includes general public
image to employee, stakeholder engagement and retention.
Below we will explain how our selected organizations implements corporate culture;
1. GOLDEN HARVEST AGRO INDUSTRIES LTD
Golden Harvest HR set out to create a corporate culture that fosters creativity, innovation,
and productivity via dynamic and engaged employees, with the goal of being Bangladesh's
most trusted and desired brand. Through a systematic TNA (Training Need Assessment)
approach, GHAIL determined the training requirements and supplied the necessary training.
This is because a positive work environment encourages healthy interactions between
employees and their workspace. They also took the initiative to create facilities and amenities
while also attempting to safeguard and legitimate their workers' rights and freedoms. Also,
external engagement process includes surveys that are used for customer engagement
procedures to provide objective input on the quality of our goods and the customer
experience. The results of the polls are encouraging, indicating an increase in consumer
satisfaction. We also connected with general public through events and promotions, which
helped to raise consumer awareness of our products while also providing value through
cookery demonstration. (GHAIL, 2020)
Definition of Business ethics
It involves the concept of right and wrong, as well as behaviors that are unethical or wrong, such as
duplicating products or services or offering items or services that cause a customer difficulty. As a
result, delivering correct or incorrect information is an ethical aspect for a company. The reputation
or image of a company is determined by its ethical behaviors; therefore, Business ethics is the study
of acceptable business rules and procedures pertaining to potentially contentious issues such as
corporate governance, insider trading, bribery, discrimination, corporate social responsibility, and
fiduciary obligations. (Phillips et al., 2016)

Below we have discussed about our organizations use of business ethics;
1. GOLDEN HARVEST AGRO INDUSTRIED LTD.
GHAIL adheres to the highest standards of business ethics and behavior. It has established an
obligation to act responsibly, i.e., to be honest, trustworthy, diligent, and committed to the
highest ethical business practices. GHAIL makes sure that correct understanding of
consumers expectation is necessary for future revenue and profitability, since loss of trust is
major factor, the organization provides valid information of the products to their consumers.
Policies, procedures and code of ethics is enforced by getting them signed by employees,
clear policies of do’s and don’ts’s are set in place, also GHAIL has developed a Code of
Conduct that all workers, including the Board of Directors, must follow. The Code of
Conduct outlines the expected behavior of executives and above, notably Senior
Management. This is being closely monitored at all times. (GHAIL, 2020)
Below we explain ways our selected organization implemented CSR;
1. GOLDEN HARVEST AGRO INDUSTRIES LTD
CSR, according to GHAIL, is a process that attempts to embrace responsibility for a
company's actions and create a beneficial influence on the environment, consumers,
workers, communities, and other stakeholders through its operations. In this regard,
GHAIL recognizes that its social and environmental consequences as a business
organization are a valid concern for its long-term viability. With this in mind, GHAIL
places a premium on corporate social responsibility. This is accomplished by forming
permanent committees to formulate and implement policy. These rules are in place to
guarantee that all elements of GHAIL's CSR are taken care of. Below we have listed some
of the CSR Activities of GHAIL;
I. Golden Harvest is committed to giving back to the community and sponsors
a CSR program that includes the Bangladesh Human Rights Foundation,
TAC Charitable Hospital, Alvina Samdani Trust, and Samdani Art
Foundation, which hosts the Dhaka Art Summit, the largest non-commercial
South Asian art festival.
II. The Golden Harvest Group provided aid to over 1,000 flood victims in
Jamalganj and Sunamganj. This excellent effort has been supported and
contributed to by all members of the Golden Harvest organization.

III. Quantum Foundation was given a Freezer Van to transport the dead bodies
of COVID victims.
(GHAIL, 2020)
Porter five forces
Porter's five Forces is an analysis model that enables marketers and businesses to assess the
"equilibrium of power" between various organizations and to examine an industrial sector's
attractiveness and prospective profits. Below is a model of porter’s five forces;
We will now describe the five forces also relating to GOLDEN HARVEST AGRO INDUSTRIES
LTD (GHAIL);

Threats of substitute products or services refers to the chance that clients may find another firm's
product or service alternating your organization's product. Initial goods or services that aid
consumers can be created, but the customer's wishes and demands alter as technology evolves with
time. Threat of substitute product is high if the product price comparison is competitive, also if
switching to other product cost comparatively low for the consumers. GHAIL has already some
threat of substitute products; such as KAZI FOODS LTD, COUNTRY NATURAL and others, price
is moderate competitive thus the threat is medium.
Bargaining power of suppliers is a force that refers to the concept that every organization needs to
purchase raw material or inputs from suppliers, and the differing proportion of cost of products refers
to as bargaining power of suppliers. The bargaining power of supplier depends on the number of
suppliers in the market, how unique the product is and also how much it would cost for the
organization to switch to another supplier. A high bargaining power of a supplier is bad for an
organization as this would impact profit and sales, also a low bargaining power of supplier is good
for an organization. GHAIL has a hard time sourcing some of raw materials such as; cattle meat and
milk for producing their finished products, thus due to this reason the bargaining power of supplier
will be higher for some cases.
Bargaining power of buyer is defined as the output market. This force examines the amount to
which the company is put under pressure by the consumers which also impacts the sensitivity of the
client towards pricing adjustments. If not many of them are available and customers have numerous
options to purchase from, the customers have much power. GHAIL customers have a high
bargaining power as there are many alternative products in the market of the same segment.
Threats of new entrants is a force that dictates the position of your company can be affected by
another product’s ability to enter your market, thus certain factor like; how easily it can be done and
how easily they can dominate the industry regulates the strength of this force. GHAIL’s threat of
new entrant’s force is particularly low as this market requires a lot of investment and brand
recognition to stand out and dominate.
Rivalry amongst existing competitor is the forces which is concerned with the number and the
capacity of rivals to undermine an organization. The higher the quantity and the number of products
and services offered by rivals, the lower the power of an organization. Suppliers and buyers are
looking for competition from an organization if they can provide a higher price or price reduction.
On the other hand, a corporation has the more power to charge increased prices and establish terms
of contracts for larger sales and profits when competitive competition is minimal. GHAIL has a low

power when it comes to competitive rivalry as 4-5 rivals in the market right now and they offer
competitive pricing.
The 5c’s of marketing
It is an analyzing method used to find the five major areas that help in making marketing decisions
for an organization. The 5c’s include;
Below we discuss the analytical and informative data of GHAIL on the 5c’s of marketing;
1. Company
This is complete analysis of internal aspects, which includes; Company culture, goals
and objectives, and product line. This explains if the organization is prepared to meet
the customer’s needs and wants. (Phillips et al., 2016)
GHAIL produces ready-to-eat snacks, meals which they manufacture by using raw materials
which are collected from suppliers. GHAIL has the most cutting-edge production facility in
the frozen food sector, and they are also a well know brand for ready-to-cook foods in the
frozen food sector. GHAIL has a well-connected and established distribution network,
therefore they have a stable financial flow. The capabilities and dedication of their human
resource team are highly commendable. Since the frozen food sector is a mature field, the
overall demand is congested, also the product range is limited which makes it hard for
GHAIL to find strategic maneuvers for taking advantage against competitors. GHAIL’s goal
is to provide the best quality frozen food at an affordable price. (GHAIL, 2020)
2. Customer
Company
Customers
Competitors
Collaborators
Climate

It is complete analysis of the customer’s wants and needs. It priorities the needs of the
customers that the organization needs to satisfy and the required area of research that
will output useful data. (Phillips et al., 2016)
GHAIL’s targeted customers are mostly people of all age groups, but specifically, individuals
that require a fast and easy alternative to meet their hunger needs. GHAIL has products
ranging from different kinds of ready-to-cook food for varying customer needs. The product
is developed to differentiate the functionality of the products which all adhere to the customer
covenant of quality, safety, and convenient food solutions. GHAIL worked with customers
through events and promotions that helped improve consumer knowledge of their products
while offering value by demonstrating cooking. GHAIL’s distribution network is well
prepared to ensure that the products are supplied to their customers on a timely basis.
(GHAIL, 2020)
3. Competitors
It is the complete analysis of the competitors, like who the organization is competing
with, the active competitors and if there are any potential threats in the market, this
also defines some of the strengths and weaknesses of competitors, and actions that can
take against it. (Phillips et al., 2016)
GHAIL primarily has nine competitors, out of which four originated from Bangladesh, the
rest five are international. The three major competitors Pran RFL group, Kazi Farms Groups,
AG Agro Foods Ltd. GHAIL has an impressive line of factors that helps them take advantage
over the competitor, GHAIL have established a huge distribution network that helps the
organization bring the product to the customers promptly, also the product is of high quality
and priced at an affordable rate. The positive aspect of having a competitor is that it pushes
GHAIL to improve their product and operation, furthermore, policies are also polished to
make the operation run smoothly. The negative aspect of having competitors is that it can
force GHAIL to reduce the price to survive in the market, also suppliers might end their
partnership with GHAIL if they are offered a better price by the competitor, thus scarcity of
raw material can occur which can make production difficult for GHAIL, and operation can be
slowed. (GHAIL, 2020)
4. Collaborators

Collaborators sections consist of data of the third-parties, business entities that help the
organization in completing its goals and objectives. Suppliers and distributors are
example of collaborators. (Phillips et al., 2016)
GHAIL requires some collaborators to run their business operations. the collaborators
include; Suppliers, partners, and third parties. Suppliers are entities that provide GHAIL with
raw materials, like; meat, milk, spices, etc. These suppliers are responsible for providing raw
materials that are used by GHAIL to manufacture finished products for selling. Partners are
government and investor who provides support to GHAIL to run the business smoothly,
support includes; natural resources like gas and other utilizes, also funds to help the business
run. Third parties are businesses and individuals that are responsible for selling the product to
the consumers, this can include; super shops, megastores, e-commerce sites, and Facebook
pages. (GHAIL, 2020)
5. Climate
This is the analysis of macro-environmental factors like; external factors. The other
factors that play a role in this section are the political, economic and regulatory
environment. (Phillips et al., 2016)
As GHAIL conducts its business operations, certain elements affect the way business
operates and control the behavior of the market. A crucial element is a law and regulation in
the industry and the country they are currently operating. As GHAIL currently operates in
Bangladesh approval by BSTI is mandatory as this is a legal term to sell food products in
Bangladesh. Also, GHAIL follows the “THE COMPANIES ACT (BANGLADESH) 1994”
to conduct business. Another crucial element is the technological aspect, GHAIL already
implemented many advanced technologies in the manufacturing plant for the betterment of
the quality of the products, also this increases the efficiency of the operation. GHAIL is also
aware of the emerging technology and will implement it when available or required. (GHAIL,
2020)

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