Abstract: Changes in lifestyle and diet in Bangladesh have contributed to growth in demand and consumption of frozen foods. This rapid development of the frozen food industry has led to the success of Golden Harvest Agro Industries. This case examines the pricing and market positions of Golden Harvest among leading Bangladeshi frozen food companies to determine why consumers choose Golden Harvest products and how the company might improve products and expand the business. It also considers how the company might create more demand in the Bangladeshi frozen food sector through different promotional strategies, and where business opportunities outside Bangladesh may lie.
Afnaan Ahmed, S. M. Raihan Uddin, S. M. Rifat Hassan (2023). Frozen Food Trend in Bangladesh: Golden Harvest. SAGE Business Cases: SAGE Publications. DOI: 10.4135/9781529610307