Analysis and Strategic Management of “Rg Brands” Company

Kazakhstan Institute of Management, Economics and Strategic Research

Bang College of Business (BCB)

MKT5250 Strategic Management

Analysis and strategic management of “RG Brands” company

Instructor: Dr. Monowar Mahmood

Prepared by:

Ushirova Makhabbat

Fall 2011

I. Company Overview

RG Brands is one of the leading companies in the field of soft drinks and foodstuff in the market of Kazakhstan and Central Asia.

The Company has started its activity in 1994 as the distributor of the imported consumer goods of the popular international brands, setting wide distribution network as the basis for company development. The company is a member of Resmi Group Ltd.

Since 1991 till 2001 years RG Brands Company commenced production of juices and tea under own trade marks, became the exclusive franchising partner of PepsiCo in Kazakhstan and Kyrgyzstan.

In 2004 the Company purchased Kosmis Company (the diary plant of Nestle Company) and in 2005 launched milk production under own trade mark.

Currently the operating structure of RG Brands includes six production companies:

• Juices and juice-containing beverages

• Tea

• Carbonated soft drinks

• Milk

• Ice Tea

• Snacks

And two distribution companies: "Uni Commerce" which is located in Kazakhstan and "Express Trading" in Kyrgyzstan. (http://www.brands.kz/modules/content/item.php?itemid=12).

The firm has employed a multitude of well-focused strategies in order to capture the bulk of its growing market and remain on top of the competition. RG Brands is focused on growth and profitability for its long-term future.

Vision of the company: Leadership positions in the key product categories.

Mission of the company: To improve the quality of life of the consumers through advanced innovations in...