The Value Chain Analysis of Benson & Hedges of British American Tobacco Bangladesh (BATB).

Abstract

To gain market share and keep customers loyal in today’s competitive world, it is important to find out and understand the factors affecting value chain strategy. The balancing act between what value want and what the company can added value must be optimized in order to maximize company’s long-term profits. The research is conducted for finding out how Value Chain Analysis of Benson & Hedges of BATB is maintained, what things are considered and the tools used for this purpose. As BATB is an International Company and it has passed its 100 years of glorious journey, it has already had a structured Value Chain in action. My task is to Fining out the value and presents it in this report in a structured way The nature of this study was explorative research, and information was gathered through extensive one-to-one interviews with respondents. The researcher covered the geographical base of Dhaka city, and samples were selected on simple random sampling method. When analysis value chain strategy B&H then need to know inbound logistics, operation, outbound logistics, sales& marketing . And also analysis supportive activities like human resource management, technology, farm infrastructure, Procurement. Least but not the last, based on the analysis, recommendations are suggested for the BATB. These recommendations will definitely improve the overall company image if implemented efficiently. Finally, this research will encourage further study and useful guidelines for these types of researches.