Army Institute of Business Administration (AIBA), Sylhet.

Individual project on:

“Marketing Strategy of Agora Super shop Sylhet”
Course Code: PRO 8509
Course Title: Project Work
Program: MBA

Supervised By:
Khan Mohummad Mohiuddin
Chinmoy Das Gupta
Lecturer
Army Institute of Business Administration (AIBA)
Sylhet, Bangladesh

Submitted By:
AVIJIT ROY
Program: MBA
Batch: MBA-08, ID: 20819003,
Army Institute of Business Administration (AIBA)
Sylhet, Bangladesh

Date of Submission: Thursday, August 13, 2020

1
 Letter of Transmittal
August 14, 2020
To
Mr. Chinmoy Das Gupta
Lecturer
Army Institute of Business Administration (AIBA)
Jalalabad Cantonment, Sylhet.

Subject: Submission of Individual project report on: “Marketing Strategy of Agora super shop
Sylhet”.

Dear Sir,
It is my great pleasure to submit the individual project report on “Marketing Strategy of Agora
super shop Sylhet” which is a part of the group project work titled “Consultancy & Business
innovation on Agora super shop Ltd, Sylhet brunch”.

I have taken all the necessary steps to present the report in such a way that combines both
theoretical and practical aspect of the real life business environment. I strongly believe that this
report has attained its purpose to a considerable extent and will meet your expectation despite
some of my limitations. But I am also conscious of the fact that there might some inadvertent
mistake.
I am grateful to you for being meticulous, your guidance and cordial cooperation at every step of
my effort on this report. I shall remain profoundly grateful if you accept it with gracious
consideration.
Thank you
Yours Sincerely,

--------------------------
AVIJIT ROY
ID No -20819003
MBA Batch – 08
Army Institute of Business Administration (AIBA) Sylhet.

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 Ethical Letter

I, Avijit Roy, a student of MBA program of Army Institute of Business Administration, hereby
declare that, except where reference is made in the text of the report, this individual report
entitled “Marketing Strategy of Agora super shop Ltd, Sylhet brunch” is my authentic work and
accurate. I acknowledge to be informed with regards by the Agora super shop Ltd, Sylhet brunch
authority existing research guidelines and accept full responsibility relative to the maintenance of
these guidelines in the completion of the research paper.

I also been acknowledged to maintain the confidentiality of the data and rights of the
respondents’ information involve in this project work.

--------------------------
AVIJIT ROY
ID No -20819003
MBA Batch – 08
Army Institute of Business Administration (AIBA), Sylhet.

3
Acknowledgement

At first I would like to express my gratitude the almighty God for giving me strength, ability to
understand, learn, and complete this individual project report on “Marketing Strategy of the
Agora super shop Ltd, Sylhet brunch”. All credits to His/her kindness, as it has become possible
for me to gain courage to complete this individual project report. I would also like humbly
grateful to my parents for giving me the support, courage, and providing me with the basic
necessities of the life.

I humbly like to thank the Director of Army Institute of Business Administration, Sylhet,
Bangladesh Brigadier General Ejazur Rahman Choudhury, ndc, hdmc, psc (retd)

My heartiest gratitude goes to my academic supervisor Mr. Chinmoy Das Gupta (lecturer,
AIBA, Sylhet) and Mr. Khan Mohummad Mohiuddin (Assistant Professor, AIBA, Sylhet) for
his support and enormous help throughout this program, especially their guidelines throughout
the period of preparing report. I would like to thank them for resilient their time and wisdom. I
would also like to take this opportunity to thank all the faculty members of MBA program of
Army Institute of Business Administration, Sylhet.

I heartily thank Mr. Saydul Karim Reza, shop supervisor , Agora super shop Ltd, Sylhet
brunch for allowing me to work conduct this project on his renowned organization and also for
sharing required information and providing constant support throughout the project. I would like
to convey my best regards to all officials of the Agora super shop Ltd, Sylhet brunch.

Besides, I am also grateful to the writers, researchers, and others whose books, articles, thesis
papers, and journal that have helped me in preparation of my individual project successfully.
And study the literature review.

Finally, the help of my friends, classmates, they also guided me to achieve this accomplishment.
Therefore, I would like to give thanks to all of them.
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 Executive Summary

This report comprises of three chapters. All these chapters concentrate on Agora super shop Ltd,
Sylhet brunch’s marketing sector. Agora marks a turning point in the concept of retailing in
Bangladesh. From the very beginning of its operation since 2001, the super-market chain store
has put the convenience of its target consumers the middle and higher middle class, foremost in
devising its marketing strategies.

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Introduction
Agora is the brand name given to Rahimafrooz Superstore, an exclusive venture of Rahimafrooz
group.Agora is a Greek word-meaning gathering place or a bazaar or marketplace. Agora was a
common name used in ancient Greek city for the site of the popular assembly, but as time went
by, it was used increasingly for commercial purposes.
Each store of Agora is planned to have a total floor space of minimum 7000 sq ft offering 20,000
variety of products covering all essential commodities, edibles, groceries, and other daily
household requirements including fresh produce, fresh meat, poultry, fish, packed and canned
grocery, toiletries, and all daily necessities from 10 am till 10 pm. seven days a week throughout
the year.
The first store was opened on August 24, 2001, at Rifles Square, Road 2, Dhanmondi. The
second store was opened in Gulshan in April 2002 and third one has opened in Moghbazaar in
April 2005.
The retail chain or Rahimafrooz Superstores Limited under the brand Agora had been started in
the year 2001. This has been the most dramatic shift in Rahimafrooz’s interests as it represented
a diversification from its main competencies power and the industrial sector. On the mid of 2018
the super store expand its operation in Sylhet city.
Agora Sylhet attempts to maintain an image and atmosphere that is consistent with its pledge for
quality and customer satisfaction. The stores occupy very large premises at expensive areas of
the city and offer a wide assortment of food stuffs, daily house hold items and durables that
would mostly appeal to its target population,
Agora Sylhet is currently charging maximum retail price that is given to it by its suppliers. The
prices are not compatible with that of the rest of the market. However, the management has plans
to offer prices lower than the competitors in the market.

Major competitors
The major competitors of Agora is Meena bazar, Swapno and prince super shop consecutively in
the capital of the country. However in Sylhet, their main competitors are Swapno, Fiza and
Panshi. Among them Fiza is the oldest store before Swapno and Panshi. Fiza started its journey
as banoful tag name. On late 2000 it changed its name from Banoful to Fiza. Their unique
strength is their old loyal customers and bakery items. Which Agora don’t have yet. On the
second phase of the competitor analysis, Swapno has a huge brand tag on their name. ACI or
Advanced Chemical Industries is one of the largest Bangladeshi conglomerates is their back
power. Swapno is famous for its low price tagline and pricing strategy. The verity and the strong
logistic supply made them unique in this industry. Last one is Panshi. Emerged very recently. A
very low impact on the consumers and the pwer is very on the market as a new comer in the
industry.

Marketing Strategy of Agora Sylhet

Here, in Sylhet, Agora advertises through local newspapers and flayers. It is a very selective
approach as it does not target the mass but mostly those living in close proximity to the store.

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The logo “Agora”- in English-points to the importance of the image factor, which is important to
their promotional strategy.
Agora Sylhet has no marketing team. All of the marketing works has done by the store manager.
They are only involved in electronic and print media. The marketing strategy and condition of
the marketing activity is not good. For example, their perishable goods like chicken is 280tk per
piece. Hence one can find the same product on the market by 140-180tk. Why someone go there
incurring high price? The store manager said, on the local market the chicken weighing
altogether with heads and all other materials which they threw away during the dressing. It's a
loos for the customer. We sell the dress chicken which might seems costly but if you consider
those fraudulent deeds we are charging less. Now, this statement is ignored by many of them
who aren’t aware of this tricks.
As we know from the marketing perspective, one of the main reason of the advertising is to
provide knowledge towards the consumers and the customers. Agora could use this substance as
an information provider so that they could increase their sales. They are completely unaware of
this matter. As they tend to follow the RSV service paradigm. RSV stands for, consistently
provide a REMARKABLY SATISFYING and VALUABLE Shopping experience through a
business that improves the QUALITY of LIFE for customers and team members

Comparative dissimilation of Agora and the brunch of Sylhet

Agora Sylhet brunch

Offer clean, healthy and a friendly They offer friendly environment but their
environment to customers for shopping. Give kumar para brunch doesn’t have that. As the
customers confidence and establish and stinky smell of fish and perishable goods are
environment of trust repugnant for the customers. That’s why the
healthy environment is a big no for this
brunch. Also, the smell of perishable goods
and the gourmets aren’t provide much
confidence on customer’s mind.

Encourage producers to produce standard & The shop also does that but the price is much
quality products, for better prices. higher than the local market. Especially the
vegetables and fruits.
Ensure consistency of variety and supplies of The shop is also does that
the products
Improve product packaging & presentation Yes. The shop is also does the same during
our inspection.
Contribute to the wellbeing of the people in The 2 shops are consist of 17 + 19 employees
the process respectively. And all of the operations
includes many people’s earnings. And well
beings.

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 Each supermarket will have at least 7000 sq. The 2 shops consists the same amount space.
ft. in a single shop
The supermarket will have adequate parking The Fajilchist brunch doesn't have ample
space. amount of parking space.

The supermarkets will carry wide variety of The shop ensured the best quality of the
quality assured product only products for the customers.

Target Market
A target market consists of a set of buyers sharing common needs or characteristics that the
company decides to serve [ CITATION Phi04 \l 1033 ] mentioned earlier, the recent rise of the
working parents of the country had been a prime reason behind the launch of the project.
According to the store Manager “Working parents nowadays usually don’t have time to go to
different shops and stores for their daily needs. They would rather prefer a place where they
could conveniently do their shopping in a congenial environment”. This is one of the most
important points that Agora relies upon for its business.
As Agora aim is to encourage large sales turnover, their focus is on those income groups who
can afford to buy in large quantities. Therefore, their-marketing strategies are segmented
primarily under the following criterions.
Economic status, Education and Age. Agora, being a retail service store, does not sell its own
products. So its marketing strategy relies very heavily upon the products that the store keeps for
the prospective customers, the price at which they provide those products and the manner in
which the products reach the customers at the store. Their aim is to offer an extensive selection
of brands and materials providing choice of different sizes at different prices.
In my comparative study I will discuss 2 basic parts of marketing. One is 4ps of marketing and
porter’s five force model. Let’s focus on 4ps first.

Four P analysis in terms of Agora Sylhet

Products
Product is anything an organization or individual offers or exchange that may satisfy customer or
customers’ need or the marketer own needs[ CITATION Ben88 \l 1033 ]. According to the
Marketing Manager of Agora, they have approximately 20,000 different items in each store
providing both variety and quality. The store combines merchandise with a full range of grocery
products.
The products at the store may be divided into the following categories:
Perishables (includes fresh fruits, vegetable, meat, fish etc.)
Non- perishable (includes canned- house- hold goods like personal care products and items).
And Pharmaceutical products.
Perishables
The fresh fruits and vegetable are local products from local farms. Frozen meat and dairy
products are among the fast moving products. Flour, pulses and other staple foods are packed

8
graded and labeled by local suppliers, an idea given to them by Agora. The idea is to project the
image of convenience to the shoppers.
The international brand in the frozen meat and fish products, pizzas, cheese butter and other
meat, fish or daily goods. They are relatively fast- moving as they cater to the varied taste and
are of relatively high standards.
Canned and bottled items like fruits and fruit juices are mostly imported from Australia and
Dubai. The general idea that these products are good value for money accounts largely for the
prominence of these brands. Brands are preferred owing to image value.
Items such as soft drinks and snacks are available at different prices and varieties although it has
to be noted that most of them are common brands available almost everywhere except for a few
especially imported by Agora.
Daily breakfast needs are among the fastest-moving items in the store, which include coffee,
tea, milk, cereals, and chocolate items. Except for milk and tea brands the rest is dominated by
foreign brands. Chocolate brands are comparatively diverse.

Non-Perishables
These items include personal hygiene products and household utensils. They take up only about
20% of all the goods available.
Household cleaners and insecticides comprise of both local and international brands.
Soaps, Shampoos, Dishwashing liquids and Detergents are available in the personal hygiene
products section, dominated by UNILEVER, an established brands, preferred as they have a
general acceptability in the market and usually have a high turnover. This helps Agora maintain a
high sales volume.
Utilities such as disposable knives, forks, spoons, aluminum, foils and wrappers are available in
small quantities (understandably waiting for a demand to be created)
Cosmetics and deodorants are available providing a reasonable amount of variety.
New products and innovations by local farmers are encouraged by Agora. It itself takes the
responsibility of marketing these special products in their stores. The idea is to represent Agora,
as the sponsor for local innovations and in turn benefit from the profit made though such sales. It
also gives them an edge over most competitors by being the first to introduce them. The store
manager said that presently wide acceptance of “EDIBLE OIL” is result of their vital
contribution.
Pharmaceutical Products
The pharmaceutical section is similar to a small pharmacy. The medicines available are not
special in that they are the usual drugs available in other small pharmacies in the city. They sale
pharmaceutical products as it same price as other medicine shop.

Pricing
In terms of prices Agora follow a combination of cost based pricing, value based pricing &
competitors based prices. In case of most non-perishable product (such as soap, saving cream,
powder, shampoo etc.) the follow competitors based price. And in case of perishable good they
follow value based pricing.
In the perishable items sector, the fresh fruits, vegetable, beef and fish are priced higher than
elsewhere. The executive explained this case by relating extra price to the “solid” weight that is
provided by the store and the extra effort that goes in to clean the vegetable and meat from the
whole bunch. The shop manager stated

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Promotion
Management needs to inform and persuade the market regarding a company’s
products[CITATION Sta91 \l 1033 ]. The ideal in a retail store is to strike a balance between
what kinds of products are fast selling and profitable. An important first step in the business
besides upgrading is its image. The challenge lies in convincing customers that prices are
affordable and that the quality is value of money.
The promotional mix employed by Agora primarily focuses on the following methods:
Advertisements and the media
Sales promotion
Cross promotion
Publicity

Advertisements and the Media

At first, a private advertising agency called ADCOM had been hired to design and produce ads
that Agora requires. The budget allotted for advertising, is roughly 2.5% of net sales. Later on,
the contract has been canceled and reserved only for Dhaka city. Now a day, all of the
Advertisement is done by limited action as the company runs in loss over the Sylhet city.

The News Media

As we know the most eminent and vogue news daily are the Sylhet er dak, The Jugoveri and the
digital news daily called Sylhet view 24. Ads were given out in these papers which the manager
expected would reach the target market more efficiently in comparison with expensive and no
specific electronic media. Also, social media and flayers by the news hawkers is the best way to
reach the target market.

Outdoor Displays

The billboards have a long life as well as a high readership. Most messages are in English
including the logo, which provides an-idea of the consumer group that Agora targets. But in
Sylhet there is nothing like that. They use the Bengali words and no billboards for their
promotional activities.

Sales Promotion

Sales Promotion is a short-term incentive to encourage the purchase of sale or a product or

service [CITATION Ull01 \n \l 1033 ] without sales promotion company might never have
made that purchase or might have bought another brand[ CITATION Ben881 \l 1033 ]. Agora
employs a wide range of sales-promotion methods. The main methods include:
 Discounts
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  Free offers

Also, special shelves are placed at the forefront and are reserved for any company wanting to
promote their products. In exchanges Agora is paid a special rent by the prospective companies
other trade promotions by suppliers include leaflets and small posters.

Overall the most important and effective promotion of Agora has been through mouth-to-mouth
communication of friends and relatives or in marketing term we can say word of mouth
communication. This has bought in a lot of customers for the firm.

Place

The quality of products is not always enough as customers have to be convinced that they good
value for money. Management’s responsibility is to select and manage the trade channels
through which the products will reach the right market at the right time and develop a
distribution system for physically handling and transporting the products through these channels
[ CITATION Sta911 \l 1033 ]. The following convenience Agora tries provide facilitate this
process:
 The location factor
 The shop layout
 Lighting and Ambience with soothing music
 Car-parking facilities.

The Location Factor

Each location chosen is characterized by an adequate and well off population base particular
where there is a high level of pedestrian traffic. Agora tries to provide enough space for
movement to the customers so they are encouraged to spend more time at the store. This is one
of the most important distinguishing factors that the make the stores different from the local
markets. For example in Swapno the corridor is very congested that more than 2 person can’t
able to move properly. In Agora, the corridor is wide open that the customers can move and
place their shopping carts placated.
The first branch of the super- market is at the Fajil Chist area of the city. This area is unique, as it
is one of the busiest and well-connected areas region. The second branch of the super store has
been opened at Kumarpara. It is also a well connected as the other branch. Despite, Fajil Chist
brunch has inadequate car parking space but the other one has that for a congestion free
shopping. Air-conditioning and friendly stuffs, are provided to increase the comfort of shopping.

In spite of some good factors, they don’t have the child’s play area on their various brunches in
the city. The stuffs are not well trained to deal with the high cognitive level of customers. A very
unique feature of the Dhanmondi branch is that it also has a kid’s play area. tv is a small room
enough to accommodate a good number of small children. A female m caretaker is kept to take
care of the children in the area. This is another strategy to ensure that the working parents can

11
spend as much time as possible to do their shopping. It was not possible to do the same at
Gulshan due to space constraints.

The shop Layout

All branches have similar window displays and shop layouts. The products are on open display
so that the members can select, examine, and compare the products. The products are kept
according to daily necessities of the customers chancing convenience.

Lighting and Ambience

As shoppers look for better values Agora has added several services to broaden the apple,
including air-conditioning and background music.

Quality Control
Their quality control is very high. According to the manager the stringent quality ensures that the
products are update on a routine basis so that the expiry date is not exceeded. Products bought in
and not sold are either returned to the suppliers or discarded.

Porter’s value Chain Analysis

The value chain also known as Porter’s Value Chain Analysis is a business management concept
that was developed by Michael Porter. In his book Competitive Advantage (1985), Michael
Porter explains Value Chain Analysis; that a value chain is a collection of activities that are
performed by a company to create value for its customers. Value Creation creates added value
which leads to competitive advantage. Ultimately, added value also creates a higher profitability
for an organization.
The strength of the Porter’s Value Chain Analysis is its approach. The Porter’s Value Chain
Analysis focuses on the systems and activities with customers as the central principle rather than
on departments and accounting expense categories. This system links systems and activities to
each other and demonstrates what effect this has on costs and profit. Consequently, it (Value
Chain Analysis) makes clear where the sources of value and loss amounts can be found in the
organization.
The Value Chain activities

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Porter’s Value Chain Analysis consists of a number of activities, namely primary activities and
support activities. Primary activities have an immediate effect on the production, maintenance,
sales and support of the products or services to be supplied. These activities consist of the
following elements:

Figure: Value Chain Analysis

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Inbound Logistics or bringing materials into the business

Agora Sylhet has their own vehicles, van to carry the raw materials into the ware house also they
have their self-owned warehouse and process room. In terms of perishable items, Agora has their
own freezing vehicle to transfer the goods into the store

Operation/ converting materials into final products

These are all the activities (for example production floor or production line) that convert inputs
of products or services into semi-finished or finished products. Operational systems are the
guiding principle for the creation of value. Agora Sylhet have access to real time sales and
inventory system. For example, as a real time seller, Agora forecast the seasonal data so perfectly
that they store the summer and winter inventory that they consumers find that on right time and
in a right place. Anticipating the consumers demand is also a part of real time sale.

Outbound logistics or shipping out final products

These are activities that are related to delivering the products and services to the customer. These
include, for instance, storage, distribution (systems) and transport. Agora Sylhet has sound order
processing system and full time delivery van, vehicles to send the products to the consumer’s
door on a perfect time manner. During the pandemic the store started to deliver the daily goods
by home delivery system. And every delivery was very smooth that only 9 errors have occurred
out of 700 delivery. This could be a great achievement for the store.

Marketing and Sales

These are processes related to putting the products and services in the markets including
managing and generating customer relationships. The guiding principles are setting oneself apart
from the competition and creating advantages for the customer. Agora Sylhet has the high
pricing system, communicate well to the dealers/suppliers/customers. On the other hand, many
of the consumers and customers aren’t happy enough about the pricing, that’s why they don’t
purchase much perishable items from there. The local customers rely on the local gourmet
market which is situated on various points inside the city. I think in this point they aren’t create

14
that much value which might be able to create. But in terms of quality management, they are
obdurate enough. That’s why some of the consumers aren’t became vane in terms of their poor
marketing activity.

Service
This includes all activities that maintain the value of the products or service to customers as soon
as a relationship has developed based on the procurement of services and products. The Service
Profit Chain Model is an alternative model, specific designed for service management and
organizational growth. In terms of service, the HR is dedicated to help and try to provide their
utmost level of sincerity. However, the sales personnel and customer assistants are not well
trained to provide the services and also don’t know the technical knowhow. For example, on our
observation, one customer was asking about dry fruits to a customer assistant and in reply the
customer assistant was asking someone else to figure the desire product location. It seems that
the customer was resentful about this attitude. That’s why they need to improve their services
when they’re dealing with the customer.

Support activities of the Value Chain Analysis:

Support activities within the Porter’s Value Chain Analysis assist the primary activities and they
form the basis of any organization. In the figure dotted lines represent linkages between a
support activity and a primary activity. A support activity such as human resource management
for example is of importance within the primary activity operation but also supports other
activities such as service and outbound logistics.

Firm infrastructure:
This concerns the support activities within the organization that enable the organization to
maintain its daily operations. Line management, administrative handling, financial management
are examples of activities that create value for the organization. Agora Sylhet store is well
spacious but to incur the procurement they don’t have a modern system which is followed by the
western super shops. For example, to bring the raw materials or procure the FMCG on the store
premises, modern store used to have a back door where the truck or vehicle unload the products.

15
But here in Agora, they unload those things in the middle of customer’s shopping time and
interrupt them with the huge loaded of boxes.

Human resource management:

This includes the support activities in which the development of the workforce within an
organization is the key element. Examples of activities are recruiting staff, training and coaching
of staff and compensating and retaining the workers. The human resource management of Agora
Sylhet is not up to the level. However in terms of the local competitor it's good. But weighing the
other factors like the national standard, it's not quite good. The HR part will describe the
problems and details about that. To me, it's somewhat add value but not in an efficient manner.

Technological development
These activities relate to the development of the products and services of the organization, both
internally and externally. Examples are IT, technological innovations and improvements and the
development of new products based on new technologies. These activities create value using
innovation and optimization. This factor nowadays is a game changing part for any organization.
Depending on this section any organization can be the ground breaking leader of the market.
Agora Sylhet is developing its IT section and is trying to achieve technological improvements.
All of their technological investment is good and fulfill the demand of the store. However they
need to work on their barcode scanner as it sometimes incur more time on the cash counter.

Procurement:
These are all the support activities related to procurement to serve the customers from the
organization. Examples of activities are entering into and managing relationships with suppliers,
negotiating to arrive at the best prices, making product purchase agreements with suppliers and
outsourcing agreements. Organizations use primary and support activities as building blocks to
create valuable products, services and distinctiveness. Agora Sylhet is capable enough to
negotiate with its suppliers, dealers etc. for example, and the chicken supplier is from South
Surma and the supplier name is Ripon Ahmed. Who has a very good connection with the stores
also he ensure the utmost quality which the store demands. Similarly, other perishable and non-
perishable item suppliers ensure the stores, quality, weight and garden-fresh value.

16
Customers Opinion
Tanjila Khatun is a housewife. She often comes to Agora. She is very much pleased on this
super market she says that the collection of product is very good. But sometimes the quality
of goods is not fresh such as fish, meat loot, etc. She says that we face some trouble
sometimes. Also the price was way too high in terms of the local market. Moreover the tax on
every purchase escalate the ever increasing price range. That’s why sometimes I try to avoid
this place when it comes things which is available on local market.
Ahmed Sayeed, a bank employee seems very infuriate about the attitude of the sales
personnel. As they constantly following and staring him. This unnecessary attention made
him uncomfortable on the shopping. And he used to visit the shop on Friday evening along
with his child. As there is no children corner the placated child became furious about number
of unnecessary products which made him to spend some redundant bucks. He told us that
Swapno introduced such thing on their Upo Shahar brunch. His house is a far from that place
that’s why he couldn’t go there. Otherwise he might choose them over Agora.

Findings & Recommendations

In terms of marketing the findings are as follow
 The sales promotions was not good
 In terms 4ps, the Price factor is becoming the key issue here
 Stinky odors hamper the store ambience
 They need to mitigate the VAT on some products so that they can retain the customer.
Now, they exempt VAT on Vegetables. But it's too pricy that general consumers aren’t
interested to buy those.
 Low advertisement also decreasing the new or potential customer
 Expert sales personnel needed
 There is no children corner

The recommendation will be:

 Need a wise and attractive sales promotional activity like billboard or newspaper
advertising.
 Need to be concern about pricing issue and try to exempt the VAT on some certain items.
That will show the customer some comparative profits in terms of weighing the local
market. Additionally they can use their good supply chain channel to procure a
competitive pricing on meat and vegetable items. That’s the way they could attract those
customers who have faced a massive price upsurge and downfall on the local market.
 Need anti-bacterial mopping frequently to get rid of the stink.
 Need a modern facility to store inventory.
 Training and development needed to refill the novice gap of unskilled sales assistant.
 It's time to introduce the children corner on the shop. So that the parents would have a
hassle free shopping.

17
Conclusion
Agora’s main concept hinges on its ability to meet the needs of a more advanced society
where the working couples prefers to make at-a-time purchases of daily needs in one roof.
Form a careful analysis of the ideas and marketing concepts at work in the operation of Agora
Sylhet brunch, it has been possible to obtain an insight to the essential marketing practices
adopted by such retail stores. In a highly volatile business environment the quest for
excellence does not end easily. By adhering to proper marketing strategies and putting its
target market in topmost priority, Agora has been able to edge towards competitiveness with
few formidable rivals to challenge its present position Evidently, by virtue of its high quality”
assurance, provision of a wide assortment of local and foreign products, and a touch of luxury
to appeal to the mind of shoppers, Agora has been able to establish itself as a store that makes
every effort to cater to customer satisfaction.

18
Bibliography
1. (http://www.rahimafrooz.com/rahimafrooz_company_profile/about_compnay.asp)

2    (http://www.rahimafrooz.com/best_superstore/agora.asp)

3 (http://wwww.rahimafrooz.com/rahimafrooz_company_profile/milestones.asp)

4 (http://www.rahimafrooz.com/best_superstore/agoral.asp)

5          (http://www.rahimafrooz.com/best_superstore/agoral.asp)

6          (http://www.rahimafrooz.com/best_superstore/agoral.asp)

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Table of Contents
Acknowledgement....................................................................................4
Executive Summary..................................................................................5
Introduction...........................................................................................6
Major competitors....................................................................................6
Marketing Strategy of Agora Sylhet.................................................................6
Comparative dissimilation of Agora and the brunch of Sylhet......................................7
Target Market.........................................................................................8
Four P analysis in terms of Agora Sylhet............................................................8
Products............................................................................................8
Perishables......................................................................................8
Non-Perishables.................................................................................9
Pharmaceutical Products........................................................................9
Pricing..............................................................................................9
Promotion.........................................................................................10
Advertisements and the Media................................................................10
The News Media...............................................................................10
Outdoor Displays..............................................................................10
Sales Promotion...............................................................................10
Place..............................................................................................11
The Location Factor...........................................................................11
The shop Layout...............................................................................12
Lighting and Ambience........................................................................12
Quality Control......................................................................................12
Porter’s value Chain Analysis......................................................................12
Inbound Logistics or bringing materials into the business......................................14
Operation/ converting materials into final products.............................................14
Outbound logistics or shipping out final products...............................................14
Marketing and Sales..............................................................................14
Service............................................................................................15
Support activities of the Value Chain Analysis....................................................15
Firm infrastructure...............................................................................15

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 Human resource management....................................................................16
Technological development......................................................................16
Procurement......................................................................................16
Customers Opinion..................................................................................17
Findings & Recommendations......................................................................17
Conclusion..........................................................................................18

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