Rahimafrooz Batteries Limited: Market-Oriented Strategy

Rahimafrooz Batteries Limited (RBL) recognizes the importance of understanding both its competition and its customers. Specifically, the management focuses on questions such as which competitors exist, what technologies they use, and whether target customers perceive alternative products as viable substitutes. To succeed, RBL aims to become a market-oriented and customer-oriented company by understanding the market and developing a market-driven strategy (MDS). Therefore, the company gathers detailed information about customers, competitors, and the market.

Since Bangladesh faces a power crisis, batteries play a vital role in meeting emergency energy needs. Moreover, batteries are essential for the automotive industry and serve as alternatives for electrical and industrial equipment. Thus, studying the battery market in Bangladesh provides valuable insights into potential opportunities and challenges.

Battery Market Overview

To analyze the battery market, RBL serves as a case study. This helps examine the market’s performance, business strategy, growth potential, strengths, and other key values. In particular, this information highlights how RBL:

• Delivers superior customer value

• Takes action to provide value to customers

Automotive Batteries

Automobile batteries supply electrical energy to the motor and ignition system. Most batteries are lead-acid accumulators providing 12.6 volts. Importantly, these batteries are maintenance-free compared to other car accessories.

The competitive automotive market encourages companies to adopt innovative marketing strategies. As consumers demand more sophisticated vehicles, manufacturers face challenges balancing performance, fuel efficiency, and space constraints. Every component is scrutinized to determine whether it can be smaller or lighter. Additionally, environmental concerns such as recyclability and overall performance are increasingly important. Electrical loads are growing each year, leading to higher ratings and costs for cable harnesses, power distribution boxes, relays, and switches.

Background of Rahimafrooz Batteries Limited

Rahimafrooz is one of the most respected business houses in Bangladesh, operating for over 50 years. Over time, it transformed from a small trading company into a leading diversified business house. This milestone was achieved with the trust, support, and dedication of its stakeholders, especially its customers.

RBL began in 1954 as a trading company. Later, it collaborated with LUCAS, UK, to establish a manufacturing and distribution system for lead-acid automotive batteries in Dhaka. Today, RBL produces not only batteries but also UPS systems, IPS, electric equipment, and solar systems. In 1991, Rahimafrooz gained expertise in Chloride Batteries in the UK for technical grading and export development. By 1994, the company acquired Yuasa Battery Bangladesh Limited and its factory, while also diversifying into textiles, real estate, and other sectors.

About RBL

In 2001, RBL was awarded the Best Enterprise of the Year. Additionally, it established Bangladesh’s first grocery retail chain superstore, “AGORA,” in Dhaka. The company has an extensive distribution network reaching international markets, including Europe, the USA, the Middle East, and Southeast Asia.

RBL divides its operations into several SBUs: Rahimafrooz Batteries Ltd, Rahimafrooz Distribution Ltd, Rahimafrooz Solar, Rahimafrooz Superstore Ltd, Rahimafrooz Energy Services, and Rahimafrooz CNG. Consequently, it ensures product quality and customer satisfaction across all sectors. Currently, RBL employs 1,500 staff who work diligently to increase profits while promoting welfare.

Moreover, RBL motivates employees with various incentives. The company is a leading regional player with market leadership at home and exports to more than 44 countries worldwide.

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