Agora Swot Anlysis & Competitive Advantage

Topics: Customer service, Marketing, SWOT analysis Pages: 5 (1434 words) Published: March 25, 2013
Agora the brand name of Rahimafrooz Group is the first super shop chain in our country launched in 2000. The mission was to fulfill the everyday shopping needs of the urban peoples through fair price, right assortment, and best quality. The success was immediate as there was a demand for such business in the local market. And over time the number of outlets increased and currently there are nine outlets at Dhaka and one outlet in Chittagong. Many people thought that the name of the company is Agora. But actually, Agora is just the brand name. Agora is a Greek word, which means a marketplace where the people would meet together and talk. Company thought the environment at Agora should be nice and clean so that people will not only shop there but also want to stay and meet with other peoples there. And so they named the shops Agora. Their logo has a very interesting appeal and it contains the benefits being offered to the customers. The name is written in green color which is the color of freshness. A woman presumably a homemaker has happily finished all her shopping from under one roof is seen too. The statement says everyday quality shopping. It is very well thought out and gives a summary of what Agora is all about.

SWOT Analysis of Agora:
A SWOT analysis of Rahimafrooz Superstores Limited will show the internal and external factors. Some of these factors affect positively while some of them effects negatively. Important decisions can be taken after SWOT analysis.

1.Established brand name.
2.Pioneer in the industry.
3.Concerned about quality factor than other super shop (Competitive advantage). 4.It is the largest retailer, both by local sales and by domestic market share. 5.Experienced top level management.

6.Wide product range.
7.Quicker and accurate costing process.
8.Effective and reliable supply chain.
9.Successful implementation of SAP (Standard Application Software) ERP (Enterprise Resource Planning) the modules are: Financial and Controlling, Material Management and Selling and Distribution. 10.Effective training modules for employees, suppliers.

11.Agora is committed to sustaining and growing as the most trusted, loved and frequented retail chain 12.Agora believes in providing very good service to its consumers. 13.The technological development is very frequent.

1.High price of products.
2.Poor financial position.
3.Less number of shops.
4.No or very less advertising.
5.Lower amount of CSR (Corporate Social Responsibility) activities. 6.In the mid-2000 Agora faced many cost problems associated with not properly integrating it’s purchased chains of store. 7.Still lack of competitive strength. Mainly in placement. 8.Supply and distribution of foreign products are very poor and so people can’t get unique foreign products in Agora but can be found in other mega shops like Meena Bazar, Lavender etc. 9.Customer Service technology is less attractive .

10.Market development in other cities is relatively poor as only Chittagong has Agora outlet. 11.Poor reliability of data, and plan predictability.
12.Counter management system relatively poorer than competitors. 13.Sometimes they gave offer to capture the General Customer bt they cant do that for their Bad system or service. 14.Struggles with preparing budget which was not very effective and management wants budget that would give better results.

1.Providing sponsorship to emerging agricultural business. Ex: strawberry was grown in Panchagar and Agora took all the responsibility for sales and it made a profit. 2.The largest retailer in Dhaka leaving behind PQS, Meena Bazar, Nandan Mega Shop, Pacific, Pick and Pay, Etc, Shop & Save, Lavender and others. 3.They created a life style trends by offering various types of products to its customers while maintaining high quality. 4.Big growth in developing market with nine outlets in Dhaka and one in Chittagong 5.New USP...
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