Term Paper on
Management function of “Aarong”
Course Title: Principles of Management
Dept. of business admisnistration
East West University
Anik Saha Diptono 2011-2-10-382 Md. Khaled Hossain 2011-2-10-387 Abdulla Alamin Bhuiyan 2011-2-13-038
Anika islam 2011-2-10-380 Ehtesham ahamed 2011-2-10-151
April 11, 2012
Department of Business Administration
East West University
Subject: Submission of report on ‘management function of Aarong’ Dear Madam
This report on ‘Aarong’ authorized by you to us in this semester includes the management function of ‘Aarong.’ We are honored to prepare this assignment under your guidance since it gave us the opportunity to know the current management status of “Aarong” and analyze its condition. We tried our level best to make applicable and feasible research so that it will be as effective as it was expected to be. We consider providing any information or clarification if necessary. Sincerely Yours,
Md. Khaled Hossain
Anik Saha Diptono
Abdulla Alamin Bhuiyan
First we would like to thank almighty because of giving us this opportunity to do research and
management functions of Aarong Bangladesh and blessing all that we done during our research.
We have also expressed our deepest appreciation to our honorable course instructor Silvia
Akhter and our respondents giving who has been a source of encouragement and inspiration
giving us with their good respond and advice towards completion of the research. Not forgetting
fellow classmates for supporting us. Thank you very much and may almighty bless you all.
The report on Aarong was designed by the course instructor of Business communication. Analyzing the marketing strategy of Aarong is the main objective of the report. The report is created by the questionnaire and personal interview from branch employee and customers. Company’s manager and employee were unwilling to share many things is the drawbacks of the study. A leading fashion and lifestyle brand in the country, Aarong is an enterprise of BRAC. Aarong’s purpose is to provide branded products and services of superior quality and value that improve the lives of the customers, now and for generation to come. In this report we have discussed about segmenting, targeting and positioning strategy of Aarong and so on. They are capturing 68% of total handicraft market share in Bangladesh. Aarong has almost zero production damage rates, which allows them to maintain a low cost. They are innovative and are always bring some new product in the market that meets customer requirement and expectations. Aarong charges higher price relative than their other competitors as a result sometimes customer lose their interest to by product from them. Their segmenting variables are geographic, demographic, psychographic and behavior segmentation. Market is divided into different geographical units such nations, countries, cities and density in geographical segmentation. Demographically they segment their market through age, gender, income level etc. In psychographic segmentation Aarong divided buyers into
different groups based on social class. Aarong consider location and loyalty status in behavioral segmentation. Aarong concentrate on segment size and growth, segment structural attractiveness, industry competitors, buyer’s power, supplier’s power, substitute product etc. They produce product for all ages. In clothing sector Aarong focus on men, women’s and kids. They have formal and traditional dresses and also bridal collection. Their cloths are basically...