Aarong

In: Business and Management

Submitted By kakonbd
Words 440
Pages 2
How Aarong is coping with cultural changes?
Aarong is the leading fashion house of Bangladesh which is an enterprise of BRAC. It started its journey in 1978 to bring positive changes in the lives of disadvantaged artisans and underprivileged rural women promoting their skills and craft. Aarong means village fair. Traditional artisans can market their crafts through Aarong. Potters, Brass Workers, Jewelers, Jute workers, Basket Weavers, Handloom Weavers, Silk Weavers, Wood Carvers, Leather workers and various artisans with specialized skills from all over the country come to Aarong for marketing and support services. At the very beginning of their business they were focusing on clothing, pottery, jewelry etc. Basically their business concept was pure traditional. But after a certain period they realized that only traditional based products were not sufficient to fulfill the customers demand. In the world of globalization people are now thinking in different way. Their choices are changing and they are looking for something new which is more fashionable and comfortable than traditional wearing. One of the most influential sectors of globalization is the change in the dressing sense of our country. Different types of fashionable wears are now available in Bangladesh. Traditional wears are now not their only choice. People fill very comfortable in casual wears in their daily working life. So they like to wear jeans, T-shirts, fotua, kutis, and leggings etc. According to Aarong analysis people buy traditional dresses at the time of different festivals and occasions of the year. Otherwise they always like to wear the dresses of western pattern. So Aaarong were falling behind with the growing new test. After this analysis, Aarong introduced “Taaga” in 2003 by which they can satisfy their customer in every way. In Bengali “Taaga” means a certain style of Nakshi stitch.…...

Similar Documents

Method

...22% with a dedicated consumer base of around 500,000. More than 2 packets of Aarong Milk (a BRAC Dairy product) every second Weakness: Majority of producers is unaware about scientific dairy farming, clean milk production and value chain. Market share of dairy is comparatively low. Advertisements of the products are not done regularly. Products are limited to higher and middle class people. Growth rate of the company is low. strength Full cream powder milk,Pasteurized Fresh Milk/mango milk/chocolate milk,pasturised low fat milk,Ghee,Butter,Sour curd,sweet card,mango juice(UHT),tamarind juice(UHT),yougart drink UHT(strawberry flovour) fair price Heritage of fresh milk consumption ISO Arong Strength Aarong is a very reputed organization. They are now capturing 68% of total handicraft market share in Bangladesh. It’s a local brand and now exporting their products outside of the country. Aarong has good reputation for fine quality products. It has a strong management team who are continuously giving their great effort to make it a successful one. Another important fact is that, Aarong has almost “Zero” production damage rate which reduces their cost. They are innovative and always bring some new product in the market which meets customer requirement and expectations. The organization is a respected employer that values its workforce Weakness: Aarong has a reputation for new product development and creativity. However,......

Words: 702 - Pages: 3

Hrm Practice in Bangladesh

...Internship report On                                   The Practice of Human Resource Management in Aarong & AAF       Submitted to Farhana Nur Malik Lecturer BRAC Business School BRAC University Submitted By Mehjabin Tanjila ID: 05304024 Brac Business School BRAC University Date : 26th Septerber,2010 Letter of Transmittal September 26th, 2010 To Mrs. Farhana Nur Malik Lecturer BRAC Business School BRAC University Subject: Internship report on “The practices of HRM in Aarong& AAF” Dear Madam, This is to inform you that I’m a student of BBA program of BRAC University, Major in Human Resource Management and Marketing. It is my pleasure to carry out the internship report under your supervision. As a requirement of preparing an internship report based on the practical situation in an organization, I selected Recruitment as my core concentration along with few other HR practices that I have come across during my internship program. So I have prepared a report on the “practice of Human Resource Management in Aarong & AAF. I hope this report reflects on the contemporary issues on the Human Resource Management that are being Practiced by organizations in our country. I would like to request you to accept my internship report for further assessment. Sincerely yours, ……………… Mehjabin Tanjila ID: 05304024 BRAC Business School Acknowledgement I would like to take this opportunity to convey my heartfelt appreciation to them whose blessing and cooperation was......

Words: 10535 - Pages: 43

Swot Analysis

...The retail enterprise Aarong is the handicraft marketing arm of BRAC (Bangladesh Rural Advancement Committee). Established in 1978, Aarong is a fair trade organization dedicated to bring about positive changes in the lives of disadvantaged artisans and underprivileged rural women by reviving and promoting their skills and craft. Reaching out to weavers, potters, brass workers, jewelers, jute workers, basket weavers, wood carvers, leather workers and more, Aarong embraces and nurtures a diverse representation of 65,000 artisans, 85% of whom are women. Today, Aarong has become the foundation upon which independent cooperative groups and family-based artisans market their craft, in an effort to position the nation’s handicraft industry on a world platform of appreciation and acknowledgement The Ayesha Abed Foundation (AAF) is an organization that aims to provide avenues for employment and income generation for underprivileged rural women. It is an enclave for women, formed to uplift them economically, through their work as producers, and also socially, through their development into entrepreneurs. The Foundation provides an appropriate working environment, financial and technical assistance, and training to develop the women’s skills in various crafts. Mission Statement: “To make Aarong the best in the world in providing a unique Bangladeshi lifestyle experience to empower people and promote Bangladesh while protecting our environment.” Vision: Aarong has a vision to......

Words: 2208 - Pages: 9

Marketing

...Administration) program. I concentrate my best to present this report on my Project which is “Experiential marketing in retail environment”. I tried my best to work sincerely to cover all aspects regarding the matter. However, if you need any clarifications or directions for further improvement of the report, I will be obligate to provide with further explanation. I sincerely hope that you will appreciate my effort. Thank You Sincerely yours Shah Feda Al-Gani ID: 091011141 ULAB School of Business 2 Experiential Marketing in Retail Environment Acknowledgement First of all I would like to thank the great Almighty for giving me the strength to complete my research. Then to my parents after that I am very grateful to the some staff members of Aarong, Ecstasy, MENZ KLUB and Artisti who gave me some important information. Then I would like to thank my elder brother who also gave me moral support. Last but not the least I would like to make my thanks to University of Liberal Arts Bangladesh and Jumana Rezwan my supervisor for being a guideline for me. Without her support I could not be able to finish my report. 3 Experiential Marketing in Retail Environment Executive Summary Experiential marketing gives customers an opportunity to engage and interact with brands, products, and services in sensory ways that provide the icing on the cake of providing information. Personal experiences help people connect to a brand and make intelligent and informed purchasing......

Words: 8906 - Pages: 36

Markatinf Mix

...Background Aarong is an enterprise of BRAC and it’s a CSR based handicraft company established in 1978. Today, Aarong's reach has spread beyond Manikganj to the rest of the country. At present Aarong is operating through 9 domestic outlets and one franchised outlet in London. Aarong has more than 488 products in their outlets. They have grown into a thriving international enterprise showcasing ethnic wear to beautiful crafts from silks, handloom cotton, endi to terracotta, bamboo, jute and much more. From a single shop, Aarong has grown into one of Bangladesh's biggest retail chains, with eight stores spread across the major metropolitan areas of the country - in Dhaka, Chittagong, Khulna and Sylhet and one in London, UK. Aarong embraces and nurtures a diverse representation of 65,000 artisans, 85% of whom are women. Aarong also plays the role of protector and promoter of traditional Bangladeshi products and designs. It houses an extensive design library where remnants of our rich craft heritage, such as Nakshikatha art and Jamdani patterns, have been widely researched and archived for present as well as future use. Aarong began as a cause – a means to an end for a quiet organization fighting to uphold the dignity of the marginalized. In 1976, when BRAC- a Bangladeshi NGO dedicated to alleviating poverty and empowering the poor, first began encouraging sericulture for women in Manikganj, their only buyers were a few scattered retailers in Dhaka. Weeks, even months would......

Words: 3187 - Pages: 13

Aarong Dairy

...BUS 620 “Aarong Dairy: Marketing mix” Submitted to: DR. Jashim Uddin Ahmed Submitted by: Mohammed Mostafizur Rahman ID# 132 0478 060 Date: 10th January, 2014 Abstract This report is based on the marketing mix of Aarong dairy company which is under BRAC Social Enterprise. The current market situation, position, segmentation, SWOT analysis and marketing mix is described here along with the history and background of Aarong dairy company. I have analyzed the customer behaviour and current market situation of Aarong dairy by using secondary data as there was limitation to gather primary data because of the current political turmoil. Introduction BRAC’s microfinance program used to enable farmers to buy land and cows in order to produce milk. While BRAC helped these farmers to generate income through micro financing, dairy farmers still did not have consistent access to the market. The demand of milk in a single village was not enough to generate a hefty profit. A lot of milk wasted because dairy farmers did not have enough demand to sell their milk and no proper refrigeration to store the unsold milk. Sir Fazle Hasan Abed, founder of BRAC, noticed this problem and proposed establishing a milk factory to collect milk from local farmers for a fair price. As a result, BRAC initiated BRAC Dairy & Food Project (BDFP, also known as Aarong dairy) in 1998 to serve as a market for dairy farmers throughout rural Bangladesh. Today, Aarong Dairy not only secures fair prices......

Words: 2776 - Pages: 12

Measurement of Consumer Satisfaction of Aarong

...Measurement of consumer satisfaction of Aarong Measurement of consumer satisfaction of Aarong Course Code – BUS – 214 Course Title – Business Communication Prepared for: Mr. Tanvir Ahmad Torophder Lecturer Prepared by: Name | ID NO | Md. Jasim Uddin | 1003010002 | Md. Mazidur Rahman | 1003010006 | Md. Rakib Hassan | 1003010008 | Romanaz Parvin | 1003010011 | Ahmad Rahik Majumder | 1003010012 | Shaidur Rahman Jaber | 1003010025 | Shirina Akter | 1003010026 | Section: A 4th Semester (26th Batch) Department of Business Administration Leading University Date of Submission: January 5, 2012 December 20, 2011 The course teacher Department of Business Administration Leading University, Sylhet. Subject: Submission of Report Dear sir: It is a great pleasure to submit our report titled “Measurement of consumer satisfaction of Aarong” assigned as a requirement for business communication course. Working at Aarong and preparing this report has been a good experience for us. We hope this report will help the Aarong to gather insights on the topic and open the windows to do further studies in this aspect. We would like to express our gratitude to you for giving us the opportunity to work on this topic. Your quires in this report will be much appreciated. Thanking you. Sincerely yours, Md. Jasim Uddin Md. Mazidur Rahman Md. Rakib Hassan Romanaz Parvin Ahmad Rahik Majumder Shaidur Rahman......

Words: 1141 - Pages: 5

Aarong – the Brand Story

...AARONG – THE BRAND STORY The Beginning Aarong started with a clear ‘Purpose’, a purpose that emanated from BRAC’s core vision of alleviating poverty and empowering people towards a better future. BRAC started its operations soon after the liberation war, on resettling and rehabilitating refugees returning from India. Later, in 1976, BRAC began training women in sericulture in Manikganj and Ayesha Abed, who worked at BRAC, initiated many of the major activities of Aarong by identifying and experimenting with various crafts that women could produce at home. At that time there were only a few buyers who were scattered across Dhaka. Weeks, even months, would pass before the women would get their payment. The idea of Aarong was born out of a need to ensure that the women silk rearers, embroiderers and block printers of Manikganj were paid for their goods upfront, so that they could feed their families. When BRAC decided to open its own retail outlet under the brand name Aarong, meaning ‘village fair’, it broadened its arms to include other artisans and master craftsmen throughout Bangladesh who were involved in the making of handicrafts for generations, and were finding it extremely difficult to survive in the newly formed country. Bangladesh has a long history of folk art and crafts but in general art and crafts were infrequently marketed as a meaningful enterprise for the poor. In the 1970s, BRAC was examining any and all possibilities for alternative forms of productive...

Words: 1343 - Pages: 6

Aarong

...ABACUS INSTITUTE OF STUDIES ABACUS INSTITUTE OF STUDIES ------------------------------------------------- DIPLOMA IN BUSINESS AND ENTERPRISE MANAGEMENT LEVEL 7 DEMONSTRATE KNOWLEDGE OF THEORY IN RELATION TO MANAGEMENT IN ORGANIZATIONS SUBMITION - TO: RAGINI LAWRENCE BY: NUSHRAT JAHAN ------------------------------------------------- DIPLOMA IN BUSINESS AND ENTERPRISE MANAGEMENT LEVEL 7 DEMONSTRATE KNOWLEDGE OF THEORY IN RELATION TO MANAGEMENT IN ORGANIZATIONS SUBMITION - TO: RAGINI LAWRENCE BY: NUSHRAT JAHAN TABLE OF CONTENTS Introduction p – 3 Schools of thought in Management p – 3 Organizational Structure p – 7 Sources of Power p – 8 Delegation, Participation & Decision Making p – 9 Vertical & Horizontal Coordination p -10 Motivation p – 11 Major Content Theory p – 11 Major Process Theory p – 12 Managerial Approaches p – 14 Managerial Style p – 15 Job Design p – 15 Social Influences p – 16 Leadership p –......

Words: 5120 - Pages: 21

Aarong- Taaga and Its Brand Challenge

...and its impact “AARONG” “The fusion of Tradition and Innovation” 1 Submitted To Mr. Sumaon Paul Chowdhury Senior Lecturer, BRAC Business School BRAC University, Dhaka Submitted By Abu Fardous Md. Abdullaah Choudhury Id# 05304057 BRAC University, Dhaka May 18th , 2010 2 Letter of Transmittal May 18th 2010 Mr. Suman Paul Chowdhury Senior lecturer BRAC Business School BRAC University 66, Mohakhali C\A, Dhaka-1212 Dear Sir, This is the report is on study of Aarong’s social compliance policies activities and its impact, which I have been assigned to work on. I found my work experience quite interesting, beneficial & insightful. I have tried my level best to prepare an effective & creditable report. I honestly hope that my analysis will help you to give an idea of my work experience and knowledge. Sincerely Yours, Abu Fardous Md. Abdullah Choudhury……………….. 3 Acknowledgements I got the chance to work on Aarong and it is a very good learning experience for me. It was a lifetime opportunity for me to get real life experience in the field of social compliance through such a big company. We would like to take this opportunity to express sincere thanks to the following people for their contributions and assistance. Without their help and support my internship would have more obstacles. First of all, I would like to thank and express my gratitude to Naushaba chowdhury, senior manager social compliance and producer relations, Aarong, my supervisor in Aarong for......

Words: 8449 - Pages: 34

Aarongs Possibilities

...BRAC University School of Business Summer2015 COURSE OUTLINE MKT 201: Principles of Marketing Section – 2, 5 [“Marketing is not the art of finding clever ways to dispose of what you make. It is the art of creating genuine customer value.” ― Philip Kotler]. |Section |DAYS |TIME |Room No | |2 |Mon & Wed |09:30 - 10:50 |UB20203 | |5 |Mon & Wed | 03.30 - 04.50 |UB20203 | Instructor: Rahma Akhter Office : UB20605 E-mail : rahma.akhter@bracu.ac.bd Phone : 01817530917 Consultation Hours |DAY |TIME |ROOM |HOURS | |Sun & Tues |12:30-01:50 |UB 20605 |3 | |Sun & Tues |02:00-03:20 |UB 20605 |3 | |Mon & Wed |11:00-12:20 |UB 20605 |3 | |Mon &Wed |12:30-01:50 |UB 20503 |3 | I. RATIONAL: This course introduces the students to the world of marketing. Starting off with the key concepts of marketing, the course is also a survey of the marketing function of the organization, including the marketing environment and target markets, marketing strategy with emphasis on the......

Words: 1707 - Pages: 7

Aarong : Franchise Requirements to Be Considered

...the name,logo and run the business, franchisee and also the franchisor must reach some requirements. It is same for Aarong. Aarong also has to consider the fact seriously. Before it starts signing agreements, it has to be confirmed both parties are meeting minimum requirements for the deal. Areas of requirements are mentioned bellow that can be used by Aarong to grant international franchise agreement. Information: We can also refer to term “knowledge about franchisor”. Franchisees must have researched on the background, mission, vision, goal and values of the parent organization. Franchisees are required to have primary understanding about business activity and operation procedure of the franchisor. Aarong is a brand with wide vision and clearer mission. Information about Aarong is available on internet. Any willing franchisor must agree with business philosophy and trade activities of Aarong. Also Aarong must have adequate knowledge about franchisees, target countries, locations, business profile of the would-be franchisee.. Legal Requirements: For example, in the United States of America, Standard Discloser document has to be issued by Aarong. UFOC or Uniform Franchise Offering Circular is the other name for the discloser. There are number of other documents and legal requirements that will have to be met in order to set up retail franchised stores of Aarong. Registration requirements to offer franchises in different countries are different. Lawyer or attorneys with......

Words: 545 - Pages: 3

Financial Analysis

...financial results such as sales, profits, and return-on-investment It will cost Aarong at least 2000000 taka to develop this product the recycle bag for those who want to use environment friendly product. At first to develop this product Aarong will invest some money for fixed cost like machineries, industry rent and etc around 100000 taka. Then it has also some variable cost like salary, raw materials etc. Aarong will be needed less variable cost because it will use the rural people around Bangladesh to make the major part of this kind of bag which will assemble in their industry by the machineries that are why the variable cost will be around 500000 taka (50 taka variable cost for each product average) for initial making of products. Then the rest of the money will be use for product development and training the employees to build the product which will be around 500000 taka. This will be the main budget for initial production of 10000 unit of recycle bag product at Aarong and all the marketing costs will be taken from Aarong total marketing budget, so that the marketing costs do not directly factor into the cost of production. Price range: For men 300 -----2000 cost avrg 700 For women 300----2000 cost avrg 700 Break Even Analysis: There are different types of recycle bags are made by Aarong both for male and female. And the average cost of the product making will be 700 taka. Aarong will continue on the same profit margin as they keep in their......

Words: 500 - Pages: 2

Aarong

...Mgt- 490 Sec: 1 Case development on: Aarong [pic] Submitted to: Submitted by: Dr. Md. Zahidul Islam Masruk Monir - 0510220 (Senior lecturer of management) Contents Topic’s cover Page Background 1 Mission & Vision 2 4 p’s 3 4c’s against 4p’s 4 Sales analysis & distribution channel 5 Fig: Target market 6 Competitive advantage of Aarong 7 Brand management 9 Swot analysis 10 Wrong advertising strategy ...

Words: 4512 - Pages: 19

Introduction of Aarong

...intro. Established in 1978, Aarong is a fair trade organisation dedicated to bring about positive changes in the lives of disadvantaged artisans and underprivileged rural women by reviving and promoting their skills and craft. Reaching out to weavers, potters, brass workers, jewellers, jute workers, basket weavers, wood carvers, leather workers and more, Aarong embraces and nurtures a diverse representation of 65,000 artisans, 85% of whom are women. Today, Aarong has become the foundation upon which independent cooperative groups and family-based artisans market their craft, in an effort to position the nation’s handicraft industry on a world platform of appreciation and acknowledgement. Today, few urban consumers will argue that Aarong is the local Mecca for deshi handicraft. Aarong’s product designs has brought consumer attention back to the products and styles that are indigenous to Bangladesh, its designers blending the traditional with the contemporary in a manner that has won instant consumer appeal, starting a revolution in trends that has now been taken up by countless other boutiques and stores. Aarong’s product designs focus on the diverse types and textures of crafts and patterns that have been passed along from generation to generation among weavers and artisans in craft hubs around the country. Aarong also plays the role of protector and promoter of traditional Bangladeshi products and designs. It houses an extensive design library where remnants of our rich......

Words: 252 - Pages: 2

... more info | The Americans | Oseam Movie