1.1 Introduction:

Internship is an important and unavoidable part for completing Bachelor of Business

Administration (BBA). It helps a student to learn about the real market situation. As a

major requirement for the completion of BBA program, I needed to do internship in a

business organization that is well established in this field. This program carries 6 credits

that is very important for each and every student. I have done my internship in Partex

Beverage Ltd and got the opportunity to see the overall aspects of that organization. I

worked in different areas of Dhaka city. As a result, I have gained lots of knowledge

regarding the real market phenomena. It was really an unarguable experience.

Beverage industry is one of the leading industry in Bangladesh. Approximately six

companies are doing their business in this sector. Almost all of the company already

started to export their drinks in different foreign countries of the world. Hence, this

industry plays a significant role in earning foreign currency. Thus, our economy will be

strong and more viable than others.

1.2 Scope of the Study:

I have conducted questionnaire survey on seven areas of Dhaka city those are Farmgate,

Mohammadpur, Dhanmondi, Rampura, Bonosree, Gulistan and Sutrapur. In this section,

I have gained a lot of knowledge about retailer’s behavior and customers buying

behavior. In addition, I have gained very remarkable information about present market

condition on different cola soft drinks especially on RC cola from consumers and

retailers. The Study focused both on consumers who consume the company’s product in

order to understand the pull effect and on retailers who stock the company’s product in

order to understand the push effect with regrind to the promotion and distribution of the

product.

1.3 Objective of the Study:

1.3.1 General Objective: The primary objective of the study was to determine the

current market condition of different cola soft drinks.

1.3.2 Specific Objectives: The specific objectives of the study are as follows:

To focus on the vision, mission and goal of the company.

To identify the competitive position of Partex Beverage.

To focus on the future plan of the company.

To focus on the channel of distribution of Partex Beverage.

To focus on the competitors stayed in the soft drink market.

To identify the customer buying behavior and buying

decisions.

To determine strengths, weaknesses, opportunities and

threats of Partex Beverage.

To identify the market share of different cola.

To make a bridge between theoretical and practical

knowledge.

Finally my key OBJECTIVE is to develop my marketing

knowledge and be prepared myself to compete with competitors.

1.4 Rationale of the Study:DBA (Department of Business Administration) of Northern University Bangladesh

arranges such an internship program in order to fulfill its degree requirement at the last

stage of BBA program and this report is a part of internship which I completed in Partex

Beverage Ltd.

The intention of this study is to develop some applicable strategies which will establish

the new brand strongly in the market and thus will enjoy substantial market share. The

purpose of the Study was to gather necessary information from the market to adopt an

appropriate strategy improving the market share of RC Cola brand of Partex Beverage

Ltd. By this research we would be able to provide general idea about the Partex Beverage

Ltd. and other beverage company of Bangladesh. I believe that this report will help me in

many ways in future.

1.5 Methodology of the report:

Research methodology is the arrangement of conditions and analysis of data in a manner

that aims to combine the relevance to the research purposes with appropriate procedure.

The research methodology is the complete techniques that I followed to conduct my

report writing.

At first I have collected from both primary and secondary data from various source of

information.

1.5.1 Primary data:.

Primary data is collected through unstructured personal interview with officials of

Brand manager, marketing manager and seniors.

Practical field work at different areas of Dhaka city

Face to face conversation with customer, Retailer and Distributor.

1.5.2 Secondary data:

Secondary data has been collected through relevant books, Journals, reports,

and publication on the related topics.

The internet has also been used as a theoretical source of information.

1.6 Limitations of the survey report:

To prepare this report, I have faced some obstacles. These are as follows:

Lack of experience: The work of collecting the information requires

much experience. But I had no adequate idea, knowledge and previous

experience on the study. Therefore, it is very simple that error comes

existence in the study.

Time limitation: I have working in Partex Beverage for three months

duration. But I think three months is not enough to prepare this kind of

report.

Lack of interest: Most of seller and consumers paid less attention to

answer the questionnaire. This was the most important limitation in

preparation of the report.

Lack of management facilities: At the time of data collection I have

faced several problems due to scarcity of management facilities.

Interview was taken by questionnaires selected respondents from Dhaka

city only; it does not represent the rest of the country.

Secondary data is not absolute to provide valuable information.

Unwilling to give company’s sophisticated/internal information.

Lack of financial support for collecting information in this report.

Restriction of using Internet.

Consumer and retailer were not very much willing to give enough time for

survey.

And also many consumer & retailer have lack of knowledge about cola

soft drinks.