Bangladesh Business investment in is seen to be encompassing around a what-to-do, or what not to do paradox towards hunting sectors to be ventilated by entrepreneurs. Moreover new investment the existing entrepreneurs are in a deep ocean of thoughts in deciding appropriate factors in their business. Neither the new entrepreneur fell safe in putting money for new businesses, nor did the existing business houses fall encouraged to expand their business in diversified ways just at the juncture of period to the new global market pattern. This is because of apprehended competition from the world marketers or entrepreneurs like multinationals to be encountered by the national business arena.
In addition, it has also been experienced in Bangladesh that there exist the abundance of queue in selecting same avenues, which are apparently believed to be profitable business. As a result of this rush, very few prospects are believed to be attaining anticipated goals and investment on non-orthodox and challenging fields are not being unfolded. In this context, since Bangladesh can not afford to go for heavy industrial invest for obvious economic reason, studies for non-traditional and agro-based areas are needed to be focused to cater the need of the time.
Academicians, professionals and practitioners evaluate, interpret of predict the goals of objectives of a business organization in terms of profitability with simultaneous achievement in sustainable social and economic benefits. There exists hardly any doubt about it. Human beings are social animals and as such any activity created, initiated, and/or practiced, touches the social periphery significant. Precisely, any business endeavor serves social causes in addition to economical return what-so-ever.
In the present context with the experience of milk vita, organizational entity as Bangladesh Milk Producers’ Co-operative Union Limited, a successful and the largest dairy organization of the country, dairy business is being stressed upon for its merit and contribution in financial return along with additional social achievements. In fact, modest efforts have been made in the present study titled “Strategic Brand Management- A Case study of Milk Vita” to portray probabilities and possibilities of the organization in business spectrum during market economy.
In doing so, it has taken into care about the pertinent factors to be analyzed, both at the home conditions as well as for the effects that might be generated from the international arena. It has been designed to study the position of the international entrepreneur and the marketers of the selected dairy fields; those are at present in the market of Bangladesh as well as anticipated their future stress.
The Dairy Co-operative:
Bangladesh Milk Producers’ Co-operative Union Ltd. is very popular and known by its trade name ‘Milk Vita’ is the largest dairy organization of the country. It is regarded as the successful endeavor in the country in dairy field under the co-operative management. A detail study of the organization would, help to analyze prevailing dairy approaches of the country.
During the undivided Indo-Pak-Bangla period, In 1946, a small Dairy Plant having the capacity of handling 2000 liters of milk per day was planned to be established at Lahirimohhanpur, Pabna (present at Sirajganj District) by a the-then all-Indian organization namely ‘National Nutrients Company Limited’. But the idea could not be materialized due to the partition of India and Pakistan in 1947. Mr. Mukhlesur Rahaman (late) after 1949, a young businessman showed his keen interest for completion of the project and he exchanged his Calcutta (India) property with all the assets of the original entrepreneur lying idle in this part of the country. The new entrepreneur with the name of ‘Eastern Milk Process and market their products viz. milk, butter and ghee with the brand name first introduced in...