A market-oriented organization Rahimafrooz batteries limited(RBL) recognizes the importance of understanding its competition as well as the customer. The key questions of RBL management are which competitors, what technologies, and whether target customers perceive them as alternate satisfiers. The key to becoming a market-oriented and customer-oriented company is to understand the market and develop a market-driven strategy (MDS). All of these deeply need information concerning customers, competitors,s and the market. Since Bangladesh is passing through a power crisis so batteries can play an alternative role to meet the emergency. Besides, for the automotive industries battery is only the alternative to generate power. There are other sectors where batteries can be used such as in electrical equipment as an alternative power mode, industrial equipment etc etc. This study will help us to get reasonable information about the battery market in Bangladesh.

Battery Market Overview

To get an overview of the battery market in Bangladesh we have chosen Rahimafrooz Batteries Limited as a case study to analyze the market, its performance, business strategy, growth, potentiality, strength, and other business values.

Hence, the whole information can be observed from a business view:

  • Determining how to deliver superior customer value
  • Taking action to provide value to the customer

Automotive battery

Automobile Battery is primarily responsible for electrical energy to the electric motor and the ignition system of an automobile. They are mainly lead-acid accumulators and are known to provide a potential difference of 12.6 Volts. Mostly these Automobile Batteries do not require any form of maintenance, unlike other car accessories. The competitive nature of the automobile industry has prompted companies to take up new and innovative marketing strategies to thwart the competition. As consumers demand ever more sophisticated and feature-loaded vehicles, the global automotive industry faces growing challenges to balance these expectations with space constraints and weight concerns. Every component receives scrutiny to determine if it can be made smaller and lighter to promote fuel efficiency and performance and help fit more content into the available space.

In addition, vehicle manufacturers and suppliers must increasingly consider environmental concerns such as recycle abi l it y, as well as overall performance. Electrical loads in vehicles today are growing every year resulting in consequent increases in cable harness, power distribution box, relay, and switch ratings, as well as costs.

Background of Rahimafrooz Batteries Ltd

Rahimafrooz is one of the most respected and reputed business houses in Bangladesh. It has crossed more than 50 years of operation. Rahimafrooz has endured turbulences over the last 50 years and has been able to transform itself from a small trading company into a leading diversified business house. This is, indeed, a milestone, which Rahimafrooz has achieved with the trust, support, and dedication of all stakeholders, past and present, and most importantly, its customers.

First Rahimafrooz start its journey in 1954 as a trading company. Then it entered into a collaboration agreement with LUCAS, UK to set up a manufacturing and distribution system of Lead-Acid automotive batteries at Dhaka and now it’s a giant company. It not only sells batteries but many other products like UPS, IPS, electric equipment, solar system, etc. With the growth of the company, Rahimafrooz was acquired by Lucas Service (Bangladesh) Limited and renamed Rahimafrooz Batteries Limited. In 1991 Rahimafrooz deployed its expertise in Chloride Batteries in the UK. For technical gradation and export development. In 1994 Rahimafrooz acquired Yuasa Battery Bangladesh Limited and its factory. The company diversified by entering into type retreating, textile weaving, and real estate.

About of RBL

In 2001 the company was awarded the best enterprise of the year. It also established the first grocery retail chain superstore in Bangladesh called, “AGORA” in Dhaka. Rahimafrooz has an extensive distribution and network extending to the international markets. It has expanded its business reach to Europe, the USA, the Middle East, and South East Asia. Since the customers are spread in different places though the market is divided into various segments. Rahimafrooz is divided into various SBUs like Rahimafrooz Batteries Ltd, Rahimafrooz distribution limited, Rahimafrooz Solar, Rahimafrooz superstore limited, Rahimafrooz energy services, Rahimafrooz CNG. As a well-known company, Rahimafrooz (Bangladesh) Ltd always try to ensure its product quality as well as customer satisfaction. Currently, it has 1500 employees. All those employees are working sincerely for increasing company profit as well as welfare.

Rahimafrooz also motivates its employees using several incentives. The company is one of the leading regional players, with market leadership at home and export endeavors to more than 44 countries around the world.

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