Evaluation of Entry into Ice cream Business - BRAC University ...

1.0 INTRODUCTION
This section presents the background of the report, “Evaluation of Entry into Ice cream Business
for Unilever Bangladesh Limited” and outlines its objectives, scope, methodology of project
completion and report preparation used in its formation, and limitations of the report.
1.1 Background of the Report
This project was assigned as part of the Internship Program of Institute of BRAC University upon
completion of four year BBA graduation program. In accordance with the specifications of the
Program, the author has completed the 12-week period of the internship at an organization, Unilever
Bangladesh Limited (UBL).
The project was completed and report was prepared under kind supervision of Academic supervisor,
Sharmin Shabnam Rahman, Lecturer, BRAC University and Official supervisor, Muhammad Risalat
Siddique, Brand Manager, UBL. The project, on which this report is based, was assigned as a job
responsibility of me my self.
1.2 Objectives
Broad Objective:
Main objective of the project was to evaluate feasibility of entering into ice cream business for UBL.
To achieve this broad objective, some specific objectives were accomplished. These are outlined
below.
Specific Objective:
� Identify current global ice cream business situation and view of Unilever towards Asian region.
� Identify ice cream industry construct of Bangladesh and its parameters and characteristics.
� Analyze sales, financing, marketing, and supply chain issues of branded ice cream segment.
� Analyze current market players of the branded segment.
� Analyze consumers of Ice cream in detail.
� Assess industry attractiveness and entry prospects for UBL.
� Suggest entry strategy for UBL.
� Estimate tentative five year business projection for UBL in ice cream business.
Evaluation of Entry into Ice cream Business for Bangladesh Limited 1