Introduction:
The meat industry in our country is a new concept relative to other developed countries. In Australia, the USA, England, Canada, etc., there are lots of meat companies producing and exporting meat to other countries. Bengal Meat started its journey as the country’s first international standard abattoir in 2006. Bengal Meat Company is situated in Kashinathpur, Pabna with 9.21 acres of land. Since its inception, the brand’s vision has been to be a safe source of healthy protein for a healthier Bangladesh.
Description:
American expatriate Mr. Mazharul Islam and their two friends established Bengal Meat in 2006 aiming to export healthier, safe meat. It is the export-oriented world-class meat industry. They produce safe and wholesome meat and meat products that are of the highest quality and standard for domestic and international consumers. Accordingly, they meet world export standards and other benchmarks like ISO, HALAL, and environmental licenses. Bengal Meat offers Halal, Fresh, and Superior-quality meat for Cattle, Goats, and Sheep.
Key Stages of Bengal Meat:
1. Inception and Early Challenges
-Foundation: Founded by Mr. Mazharul Islam in 2006, Bengal Meat emerged as Bangladesh’s pioneer in halal meat processing and exportation.
-Initial Hurdles: The nascent company grappled with inexperience and insufficient collateral, which hindered early profitability. Nonetheless, substantial investments were funneled into state-of-the-art infrastructure, including slaughterhouses and processing facilities that complied with international standards.
-Halal Certification: Securing halal certification was pivotal for serving both domestic and international markets with rigorous dietary standards.
2. Establishing a Market Presence
– Domestic Penetration: Initially, Bengal Meat concentrated on building a robust local presence by offering top-quality meat products that prioritized hygiene and safety.
– Brand Development: Marketing strategies were deployed to foster brand recognition and consumer trust, emphasizing the company’s commitment to quality and cleanliness.
3. Expanding to Global Markets
-Export Strategy: After consolidating its domestic market, Bengal Meat ventured into international territories, initially focusing on the Middle East due to the high demand for halal meat.
-International Compliance: The company’s adherence to global quality and safety standards enabled its entry into stringent markets like Europe and North America.
4. Diversification of Products
-Introduction of New Lines: To cater to changing consumer preferences, Bengal Meat diversified its offerings, including processed and ready-to-cook meat products.
-Value-Added Goods: The development of value-added products such as marinated meats, spiced items, and sausages further expanded the company’s product range.
5. Embracing Technology and Innovation
Technological Investments: Continuous investment in cutting-edge processing technology ensured Bengal Meat maintained high standards of quality, efficiency, and scalability.
6. Commitment to Sustainability and Ethics
-Sustainable Practices: The company adopted sustainable and ethical practices in sourcing, processing, and packaging, aligning with global environmental standards.
-Corporate Social Responsibility (CSR): Bengal Meat’s CSR initiatives included supporting local communities, ensuring animal welfare, and promoting environmental sustainability.
7. Expansion into Retail
-Retail Channels: The establishment of branded retail outlets provided direct consumer access to fresh, high-quality products.
-Digital Presence: The creation of an online sales platform allowed Bengal Meat to reach a wider audience, tapping into the growing trend of online shopping.
8. Forming Strategic Partnerships
-Alliances: Strategic partnerships with international retailers and distributors enhanced market reach and distribution efficiency.
-Joint Ventures: Engaging in joint ventures leveraged local expertise, facilitating expansion into new geographic regions.
9. Ensuring Quality and Certification
-Obtaining Certifications: Achieving various quality certifications, including ISO and HACCP, bolstered the company’s market position and reinforced consumer trust.
-Continuous Improvement: Bengal Meat continually refined its quality assurance processes to meet evolving market demands and regulatory standards.
10. Future Prospects and Expansion
– Exploring New Markets: Bengal Meat plans to diversify its market reach and product lines to meet a broader range of consumer needs.
– Technological Advancements: Ongoing adoption of the latest technologies aims to enhance production capabilities and operational efficiency.
Through these strategic phases, Bengal Meat has firmly established itself as a leader in the meat processing industry, recognized for its dedication to quality, innovation, and sustainability.
This version presents Bengal Meat’s journey in a distinct and unique manner, ensuring it stands out.
Mission: To be the top manufacturer of fresh, hygienic, and halal meat in the local and international markets.
Value: Maintain quality standards to ensure consistency, acceptable quality, and confidence in the products and services.
Belief: Supply quality meat by; sourcing quality healthy stock; Processing under strict halal and hygienic conditions; Developing livestock breeding facilities to improve carcass size, conformation, Meat yield, feed efficiency and reduce production cost.
Bengal meat includes processed meat and further processed meat of beef, mutton, chicken, other birds, and fish.
Early stage: From 2006 to 2011 Mr.Mazharul Islam and their friends could not profit their business. Because of their inexperience, and insufficient collateral loan, Price hike of meat in the local market than the exporting market. Then 2012 Envoy group chairman invested and revolutionary changes in policy. They became able to make profitable business: Growth strategy of the company
Horizontal integration: The company can open some shops in major cities and towns in Bangladesh as well as abroad where it can sell its products. Currently, Bengal Meat sells its products through channels. There are 55 outlets in big cities and also Agora, Unimart, big shopping mall. They began outlet business in 2012 in Dhaka, in 2013 in Chittagong, in 2014 in Syhlet then in other big cities.
Vertical integration: Bengal Meat has already contracted with several farms and NGOs to provide the company with cattle, poultry, and fish. Now the company has its farm in Pabna Kashinathpur about 1000 cattle are rearing and 250 goats, poultry, and fish farms are also. The company also focuses on livestock production so that they can get excellent quality meat. Diversification: It has geographically diversified its venture as it spreads its business abroad.
Marketing and Advertising:
The company has a unique marketing policy. Bengal Meat aims to provide the safest and most hygienic 360-degree protein solution for the country. It is trying to establish the right practice of slaughtering and processing meat in a temperature–controlled environment rather than outdoor animal slaughtering. This primary safety standard encourages intact nutrition from the source, which dilutes from standard in outdoor temperature and affects the quality of meat too.
The company’s product portfolio includes processed meat and further processed meat of Beef, mutton, chicken, other birds, and fish. Bengal Meat is country only company with best practice intervention at every step of the value chain i.e. Fodder cultivation, Animal farming, Contract farming, Modern abattoir, Meat processing facility, Seamless Cold chain distribution, and retailing with strong quality MANAGEMENT and GMP framework. It is certified as ISO 22000:2018 and also the first Jakim, Malaysia-affiliated company in the country and has become a synonym for Safe Meat.
Financing:
The Company first grew its investment in Mr.Mazharul Islam and his friends. Some loans were to the Krishi Bank for building infrastructure. Their beginning capital was about 250 core. Now its capital is about 500 core and about 1000 employees in this company. Their yearly income is about 2000 core. The company is handover to Mr.Kutubuddin, dramatically changing their policy and making them a profitable business. Now the company head office is situated in Tejgaon, Dhaka.
SWOT Analysis of the company:
Strength: Strong brand image. Experienced top management. Global presence of Bengal Meat. Large Market share. Wide and Powerful distribution system
Weakness: In network coverage; complex operation;
Opportunities: Government tax rebate; Backward linkage for value addition; Further diversification
Threats: Emergence of competent competitors; Government regulation and intervention
Promotional strategy: They took some promotional activities to communicate to the target market. They had given some print Ads. On some popular Newspaper. They are providing up-to-date information on their website.
Success story:
Bengal Meat established in 2006 by Mazharul Islam and his partners, initially focused on exporting high-quality halal meat. Despite early struggles, including financial losses and challenges in meeting International compliance standards. A significant turning came in 2011 when Envoy Group invested in Bengal Meat leading to major policy shifts such as targeting the local market and developing premium products. By 2014, Bengal Meat had expanded its product range to include beef, mutton, poultry, and various processed and ready-to-eat meat products. Today, Bengal Meat serves both local and international markets, supplying high-end hotels, restaurants, and retail outlets. The company’s journey from early financial instability to becoming a trusted name is safe, high-quality meat and fish products exhibit its resilience and strategic growth.
Challenges Faced by Bengal Meat:
1.Supply Chain Issues: Ensuring a steady supply of quality livestock can be challenging due to factors such as disease outbreaks, fluctuating market prices, and logistical problems.
2.Regulatory Compliance: Meeting national and international standards for food safety, quality, and animal welfare requires constant vigilance and investment in proper facilities and practices.
3.Consumer Preferences: Changing consumer preferences towards healthier and more ethically sourced products may require adjustments in production practices and product offerings.
4. Health and Safety: Ensuring the health and safety of workers, particularly in the context of meat processing which can be a hazardous occupation, is crucial and requires ongoing investment in training and equipment.
5. Export Challenges: Navigating the complexities of exporting meat products, including tariffs, trade agreements, and differing international standards, can be a significant hurdle.
6. Market Penetration: Expanding into new markets, whether domestic or international, involves understanding and adapting to different regulatory environments, consumer behaviors, and competitive landscapes.
Future Plan:
The Company started its business exporting meat but their huge costing they cannot do much export So they want to export meat Middle East besides European countries and America. They also want to spread their retail business above the country.
Conclusion:
Bengal Meat Company is the pioneer in the meat industry in our country to provide high-quality meat at competitive prices. Their price is a little bit higher than traditional vendors as they are providing exclusive quality meat. They have succeeded in building their brand image locally and abroad. They strictly follow the strategic marketing tools by which they have gained a competitive advantage over their competitors. Bengal Meat has faced lots of problems like sources of raw materials, local rules, regulations, and demand, but they have overcome all the problems because it is a focused company in our country.