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A REPORT ON

“DEVELOPING A BUSINESS PLAN CONCENTRATED ON RURAL AREA”

A business plan to develop a dairy firm at Gazipur

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American International University- Bangladesh (AIUB)

Submitted By
Group-5

No. Name I.D.

1. Halim M.A 07-08783-2
2. Amit Chatterjee 07-08947-2
3. Sikder, Mahabobul Haque 07-08912-2
4. Bari I.H.M Moshfiqul 05-06156-3

A report submitted to Ms Samia Shabnaz

Lecturer, American International University-Bangladesh

In partial satisfactory of the requirements for Entrepreneurship Development course.

Fall 2010

Dhaka, Bangladesh

Date of submission: 13th December, 2010

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13th December, 2010

Course Instructor
Samia Shabnaz
Entrepreneurship Development
BBA
American International University- Bangladesh.

Subject: Report on “Developing a business plan concentrated on rural area”.

Dear Madam,

Here is the report on “Developing a business plan concentrated on rural area.” which is the topic
under our observation and we have surveyed in some particular areas.

This term paper focuses on the details of processes how to develop a business plan concentrated
on rural area.

While preparing the term paper, we focused closely on the topic & tried to collect the most
complete information available. We believe that it will provide you a clear scenario of
developing a business plan concentrated on rural area.

We thank you for giving us the opportunity to do a term paper on the above-mentioned point.
This report will definitely give us vast experience which we can use in our professional lives and
real life ahead. Thank you.

Sincerely-

Halim M.A 07-08783-2

Amit Chatterjee 07-08947-2

Sikder, Mahabobul Haque 07-08912-2

Bari I.H.M. Moshfiqul 05-06156-3

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ACKNOWLEDGEMENT

First of all, we are very much thankful to almighty ALLAH for the completion of this term paper
on time. Probably this is the truth that a learner finds joy when he can express his feeling about
the hidden truths undiscovered. We ourselves need to realize the helps and comments of several
people that this paper to be complete.

First we want to thank our course instructor, who gave us a huge opportunity to make a business
plan report. It’s a practical experience in the field. We are proud to have her as our mentor
throughout this semester.

We are also thankful to those people, who helped by participating in the survey and provided us
valuable and necessary information. It is our great pleasure that, we got thoroughly cooperation
from all of them. Without their cooperation and information we could not be able to complete
our survey and also the term paper.

It would be incomplete if we do not consider the contribution of our study partner and friends
inside and outside of the classroom. We also like to thank them for their cooperation and doing
the right job at the right time.

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EXECUTIVE SUMMARY

This report is done to develop a business plan concentrated on rural area.” The cow is a domestic
quadruped animal”. That’s the first line of the first essay in all grammar textbooks in
Bangladesh. The importance of a cow in the popular psyche cannot be overestimated. Even in
matters of national policy the cow’s importance is emphasized. However despite the intentions of
the policy makers and the business community, the dairy industry has not developed as rapidly as
one would like. The past decade was one of phenomenal growth for the agro industry. However
compared to other agro industries, the growth of the dairy industry has neither been substantial
nor has it been consistent. However, unlike poultry, and other sectors dairy has shown significant
growth. While there has been some private sector investment in post harvest storage and
processing, the overall number of heads of cattle has not shown significant increases. The growth
of the cattle population as well as private sector investments has been concentrated in the
Sreepur of Gazipur, Sirajganj area. Dairy industry is one of the best suited sectors for the
generation of employment and thus Ameliorating poverty in rural areas of Bangladesh providing
jobs to the whole family, i.e. men, Women & children alike. It is a most profitable occupation
too as no part of the bovine is wasted live or dead.

This study was undertaken to get an understanding of the slow growth or stagnation of the dairy
industry. In the course of the study we have identified several factors that may be contributing to
this scenario. We also propose some policy changes to boost the growth of the industry:

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TABLE OF CONTENTS
NO. HEADING NAME PAGE NO.

ACKNOWLEDGEMENT
EXECUTIVE SUMMARY

1.0 Introduction of The Organization 7

2.0 Organizational Overview 8-9

3.0 Introduction To The Study 9

4.0 Scope of The Study 10

5.0 Methodology 10

6.0 Limitations 10

7.0 Analysis and Discussion 11-16

7.1 Business Description 11-12

7.2 Marketing Segment 12-16

8.0 SWOT Analysis 17-18
9.0 Manufacturing Segment 18-19
10.0 Organization Structure 20

11.0 Critical Risks Segment 21

12.0 Findings 22

13.0 Recommendation 23

14.0 Conclusion 24

15.0 Bibliography 25

1.0 INTRODUCTION OF THE ORGANIZATION

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Dairying in Bangladesh is growing fast but faces problems of high input and low output prices
leading to lower profitability. Due to globalization and the impact of world milk price changes,
dairy farmers need to find ways of reducing costs and increasing returns in order to be more
competitive. Farmers need to adopt new cost reducing management strategies and the
government should take initiatives to reform the institutional arrangements by liberalizing input
markets, developing basic infrastructure and facilitating access to yield increasing technology
which can, ultimately, reduce costs, improve on productivity and farm profit. Dairy farming can
be the viable alternative to enhance the economic conditions of the farmers and as well as the
entrepreneur who operates his own business. Dairy farming is a labor-intensive productive work,
which can generate employment opportunities for the rural poor, and this is one of the main
objectives of rural development. Thus, any systematic step towards dairy development can play a
vital role in improving rural economy of the developing countries like Bangladesh.

We have chosen our topic related to an entrepreneurship development course because we

have learned from this subject how an entrepreneur can start his own business. And we think it is
related to entrepreneurship development because we are trying to find an entrepreneur like
“Abdul Mazid” who has started his own business. The business name is “Unity Dairy Firm”. It is
an agro based food production. Their intention is to provide great efforts to pull through the
present food crisis of our country.

They believe that “If we become self-sufficient for food production then we could export
our products into the international market”. We are losing our foreign currency reserve to import
milk products (child food), but we are getting fake products from foreign country. Recent
international scandals for mix-up melamine with child food are the remarkable example. We
think that this is the time- we everyone should come forward to contribute to fulfill our food
demand to save our children and people.

2.0 ORGANIZATIONAL OVERVIEW:

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Their main organizational overview includes raising awareness among policy makers and
consumers about the nutritional benefits of local milk and dairy products. We have found that
“Unity Dairy Firm” have some specific Overview that’s helps them continue to their business:

1. Increased milk yield and productivity of the plant.

2. Increased quantity and quality of safe pasteurized milk and products affordable for
consumers which enhanced health awareness.
3. Community empowerment to the poor through direct participation in organized co-
operatives.
4. Improved household nutrition and increased purchasing power.

After analyzing all four overview we can easily understand that the entrepreneur wants to
increase the overall productivity of milk and also he wants to focused quantity and quality of safe
pasteurized milk that is important of a business. Now a day people are more aware of their health
the entrepreneur have clearly mentioned about enhanced health awareness. Increased nutrition
among people and raising purchasing power of people also an important factor.

Organization Mission:

Our project mission statement relies on a two-part mission statement that its owner and
employees live out everyday.

“To operate the business on a sustainable financial basis of profitable growth, increasing value
for customers and expanding opportunities for development and career growth for employees”

“To operate the company in a way that actively recognizes the central role that business plays in
society by innovative ways to improve the quality of life locally as well as nationally”

So according to their mission statement we can understand to make or produce, distribute and
sell the finest all natural food items with a continued commitment increasing value for customers
is mandatory. And related to quality matter the employees more concern about improve the
quality as a whole.

Organization Vision:

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“Determine to provide quality and natural food for all as well as serve to the society”

It is a company great hope that if they could implement all of their idea into the industry, it will
be a very successful business within near future. Their expectation is that they may get advance
order from potential buyers with early payment. Their first intention is to setup a Dairy Firm for
producing milk. Besides this They have the intention they could extend their side business by
using the same resources from the same place at the same time, like firming fish, and they think
about another organic products meats that’s have very high demand in the market. It may
provide early revenue which will help to grow rapidly.

So at present they have dairy product that only milk supply but we have already mentioned
above they have some business expansion idea that they can start near future.

3.0 INTRODUCTION OF THE STUDY

We have chosen this topic for several reasons. That’s, In urban area, people get so many
facilities for running business but in rural area there is no better facilities and opportunities for
people. That’s why the entrepreneur wants to give them some opportunities and facilities. He
build a project which requires fifteen acres of land which is very difficult to find this amount of
land in urban area. He also wanted to encourage rural people to work with him and create
employment opportunities for them who depend on only agriculture.

As a student we get knowledge and practically learn what kind of opportunities a business like
this give us the idea what type of risk business will face in future and also able to solve these
problems. And we also get idea about budget allocation and other relevant things of the business.

Its can help an entrepreneur because it is mainly rural area based business and the competition is
not so high. So at the initial stage of the business he didn’t have any barriers to entry in the
market. And if after some years if the business faces some competitors we think the entrepreneur
will be the good position because he has gathered huge knowledge to operating business in this
field.

4.0 SCOPE OF THE STUDY

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The study was undertaken in Unity Dairy Firm which is located in the Sreepur union at Gazipur
of Bangladesh. It is one of the developing agro based in the country. Before proceeding to the
formal study, a literature review has been covered on rural entrepreneurship. An emphasis was
given on hearing the experience of the agro based entrepreneurs.

Our sample population was 18 in which 11 are experience employers and rests of the people are
business owners. So we are trying to collect some necessary information about the
entrepreneurship business. At last we can say it was sufficient for us to continue our report work.

5.0 METHODOLOGY

a. Primary data: Our primary data are direct observation and personal interview with
current farm owners and employees of the farm.
b. Secondary data: Our Secondary data are various Web-sites and Local newspapers.

6.0 LIMITATION OF THE STUDY

While we doing our report work we faced some problems. Those are:

1. Time limitation was a serious problem for us because the firm is located in “Gazipur” it
takes all most two hours to reach there. Because all of us have classes in different
schedule that’s why we can meet always on time.
2. Another problem was financial because we all are a student that’s why we don’t have
enough money to spend.
3. We have some knowledge about the project but we want to collect more information
about dairy firm from other established dairy firm which is difficult to us.
4. Lack of cooperation from the dairy firm employees to gather information. And it is
difficult to collect the opinion of local people about the dairy firm.

7.0 ANALYSIS AND DISCUSSION

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7.1 Business Description

General Description of the Business

Name of the firm:

“UNITY DAIRY FIRM”

Owner’s Name: Mr. Abdul Mazid

Abdul Mazid who was from Gazipur zilla. He was born in the 5th of April 1972 in a village
named kaliakoir.. His father was a school teacher. But his mother used to stay most of the time in
Mohra. From the very boyhood, Abdul Mazidhad an ambition to do something individual. After
completing his graduation he was looking for doing something creative. After that he planned to
start a new business in Dairy firm sector. But that time he doesn’t have enough capital on his
hand. In the process of setting up industries and in managing those, Abdul Mazid faced various
types of hurdles and difficulties at every step. At last, he approached a BRAC Bank that helped
Abdul Mazid in this regard without which he had to manage funds with lot of difficulties. When
he receives some loan from BRAC Bank he starts his own business dairy sector. But that time he
also faces some barriers such as labor, raw materials etc. But he didn’t stop. Mr Mazid
overcomes all the challenges very technically The first attempt in this regard, was the
establishment in the year 2005, an agro factory with a capital or Rs 15 lakh in the Sreepur area of
Gazipur in year 2004. There came an opportunity when Mr. Bdul Mazid received a loan from
BRAC Bank and started a dairy firm in Gazipur. Under his dynamic management, in the
following year, the small dairy firm grew into successful firm in the Gazipur district. Mr. Abdul
Mazid is now owner of five giant Firms. The dairy firm is now producing more than 380 liters
per day. Every day he used to stay at least 5 to 6 hour in each of his Agro Business. Most of the
crucial decisions were taken by him. He believed in good owner-employee relations. He
emphasized more on increasing production. This he found possible by close supervision and
congenial labor owner relations. . Day by day his profit is increasing. Right now his business of
dairy firm is well established.

Project Investment

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BDT. 20, 00,000.00 only.

Source of Investment

Bank : BDT. 800000.00 (Brac Bank)

Equity : BDT. 1200000.00

Location

It is located Five-acre land at Sreepur union at Gazipur district. It is very close to Dhaka-
Maimansingh highway.

Uniqueness of the Product or Service

Their Uniqueness:

They setup a modern scientific structure, well equipped firm. Producing organic quality milk
products and selling at reasonable price will be their unique offer to customers.

7.2 Marketing Segment

Marketing Research

We have found some ideas that they have done an extensive marketing research for their
business because it is a part of marketing extensively. It has been taken about one years from this
market research they have gotten enough information for starting business farm. They said us
Some of their fieldworker collected the information and by analyzing information they made
this business plan.

Target Market

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A target market is the market segment which a particular product is marketed to. It is often
defined by age, gender and or socio-economic grouping. A target market is a group of customers
that the business has decided to aim its marketing efforts and ultimately its merchandise. A well-
defined target market is the first element to a marketing strategy. The target market and the
marketing mix variables of product, place(distribution), promotion and price are the two
elements of a marketing mix strategy that determine the success of a product in the marketplace.
Target market of “UNITY DAIRY FIRM” firm was the local people of Sreepur union at
Gazipur. The business product was milk and the target people were the village people of Sreepur.
The entrepreneur of this business decided promotion strategy surrounding the area of Sreepur
union it was not out of limited area. The pricing strategy of dairy product was based on the
consumption power of the local people. And it was not highly priced. The another target market
of unity dairy milk was to giving supply of milk to Aftab Milk so they always try to maintain a
good relationship with them.

As we mentioned above about Marketing mix it is the set of controllable tactical marketing tools-
product, price, place, promotion- that the firm blends to produce the response it wants in the
target market”. The marketing mix consists of everything the firm can do to influence the
demand for its product.

Product

Promoti Marketing
Price
on Mix

Place

Demand Analysis

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The demand of the dairy product is increasing day by day. We also found that local demand of
dairy product is very high. We found that their daily dairy product demands are:

(For each day)

Milk-----380 liters

Local Market Demand: 120 liters

Aftab Milk: 260 liters

They supply the milk to the local market of Gazipur for this reason the daily demand of dairy
product is high.

Promotion Strategies

The demand of the dairy product is increasing day by day so the owner of the business takes
some promotional strategy that includes personal selling, sales promotion, advertising, and
public relation. At present if we see the demand that we mention above that it not sufficient so
promotion is necessary. Promotion means activities that communicate the merits of the product
to target customers to buy it.

Ways to reach and develop relationships with target consumers to encourage use of products or
services offered

1. Purchasing traditional media advertising (local newspaper, leaflet etc.)

2. Posting signs or posters in areas frequented by target consumer

3. Participation in or hosting community, regional, or special events for

exposure and contribution to market area

When designing promotional activities they more concentrate on:

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Market Size and Trends

Competition:

There is no well organized agro based firm for milk and livestock in Sreepur union at Gazipur
district and surrounding areas. Few people have home/family based similar business at very
small scale. They cannot fulfill the demand and crisis for food day-by-day are increasing.

Estimated Market:

The entrepreneurs of this business hope that he will cover more number of markets within five
years of his business operation. He thinks that it is possible if the employee of his business work
hardly as well as honestly.

Current Market situation

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Market Situation: The market situation is very well for dairy product create enough demand
for customers. Since the local market is very near to their firm so it is helpful for them to market
the products within very short time.

Product Situation: Their dairy product demand is very well in the market. Demand of dairy
product is increasing day by day. Especially the demand of organic products like fish, and meats
are very high in the market. The entrepreneur hopes that he will start a meat processing plant in
near future.

Competition Situation: At present competition is increasing. Other competitors inspire to

establish dairy product firm for large amount of profit. There are number of competitors in our
local market such as: Sonar Bangla Co-operative society etc.

Distribution Situation: Their distribution channel is very good. It is a rural area but most of the
road is made of concrete. Transportation system is very good. Buses, trucks, Van, auto-rickshaw
are available here.

8.0 SWOT ANALYSIS

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The following SWOT analysis captures the key strengths, weaknesses, opportunities and threats
of Mr. Abdul mazid business-

Strength:

1. Since boyhood, Mr. Abdul Mazid had entrepreneurial vision and

he utilized it in his business activities.
2. Strengths of this firm are- huge demand of dairy product.
3. He got high level of energy, hard work and maximum capacity of
utilization of his options.
4. Backward linkage with Aftab Group (Aftab group collects milk
from Unity dairy).
5. He had confidence in his ability to succeed.
6. He got the ability of value achievement over money because he
utilized the lend money in proper way
7. Suitable location etc.

Weaknesses:
1. The weaknesses of this dairy firm are- lack of cooperation from govt. livestock office.
2. Shortage of experienced employee.
3. He was a very sound minded man.
4. Mr. Abdul Mazid believed his friends so much and for this reason he was a victim of
conspiracies by one of his best friend etc.

Opportunities:
1. Demand of dairy product is increasing day by day. It is a great opportunity for the firm.
2. Now a day he becomes a renowned person so if he wants to start a new business he could
get any amount of loan from the bank and other financial institutions.

Threat:

1. At the initial stage he was disturbed because of some local people jealousy.

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2. Now a day’s his business is threaten by other competitors.

3. Though he was innocent but for some reason he got some bad impression.
4. Competition in dairy sector is also increasing day by day. Due to the competitive pricing
the firm’s profit margins is decreasing.
5. The price of raw material is increasing day by day.
6. Shortage of warehouse is also very vital threats for the firm.

9.0 MANUFACTURING SEGMENT

Location Analysis:

The firm is located in Sreepur, which is a rural area. This location was chosen to easily
communicate to the customers and suppliers. Transportation is very well from this place.

Production Facilities, Utilities and Equipment:

For their production activities they need some infrastructural facilities, efficient production
workers as well as modern and scientific equipment.

Suppliers/Transportation Factor:
To supply and transport their product they need efficient suppliers and very good transportation
system. For these they need some good transport such as Cavard van, Auto-Rickshaw etc.

Labor Supply:
As it is big farm, that’s why they use local workers. Labor is available there. Sometimes they
employ workers as a temporary basis.

Winning Strategy: As we mention wining strategy it means we have found some special quality
of Mr. Abdul Mazid that helps him to continue his business at this stage today.

1. He is a big ambitious person.

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2. He always takes right decision and he was so innovative.

3. He was a moderate risk taker and always prefer to take moderate risk
4. He always uses his opportunity to contribute to society and for this reason he is
recognized.

SOURCES OF FUND

Every business needs money to get up and running. Mr. Mazid also manages money for his
business from various sources. The sources are—

 Own money
 Friends & Family
 Banks
 Cooperative society.

10.0 ORGANIZATION STRUCTURE

Organizational structure means the organizational overall scenario that’s gives clear idea about
the operations of the organization. Unity Dairy Limited is a private limited company which is

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wholly owned and managed by Mr. Abdul Mazid and his family. So it is rural area based
businesses that’s way they dint have strong organizational structure:

UNITY DAIRY LIMITED

Managing Directors

Mr. Abdul Mazid

The Controlling Function The Selling Function

Administrative officers
Mr. Abdul Mazid
Own
Production Worker

Mr. Abdul Alahi Marketing employee

The managing Directors are included here
His Brother
responsible for
implementation and successful operation of the farm. The
remaining Director and other key personnel are actively assisting the Managing Director. To
operate the farm, production personnel are working efficiently and efficiently.

11.0 CRITICAL RISKS SEGMENT

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B. Potential Problems:

 Natural disaster
 Various diseases
 Employment theft
 Warehouse limitations
 Cash crisis
 Political unrest

C. Alternative course of Action:

 Efficient management
 Provide safe food & better treatment
 Give enough incentives
 Make warehouse
 Find out new sources of fund

12.0 FINDINGS

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We have found several problems which are

 Natural disaster- Natural disasters like flood, drought etc. hampers the growth of the
dairy firm.
 Various diseases- Different types of diseases such as anthrax, khurarog etc.
 Employment theft- Employment theft inside and outside of the firm is the major problem
of this firm.
 Warehouse limitations- Lack of warehouse is a big problem for the firm.
 Cash crisis- Due to the shortage of cash all projects could not be executed on time.
 Political unrest
 Shortage of raw materials- Sometime unavailability of raw materials create problem.
 Shortage of labor- Unavailability of experienced labor is another problem.

And we believe that after solving these problems efficiently they can cut a good profit.

13.0 RECOMMENDATION

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We have some recommendation if these imposed properly that would help expand the dairying
sector:

1. Raising awareness among policy makers and consumers about the nutritional benefits of
local milk and dairy products.
2. Increasing the number of smallholders involved in profitable milk production and dairy
value chains through diversification and better integration of their household/farm
businesses.
3. Encouraging processors to set up smallholder milk procurement systems to substitute
imports and enhance national food security.
4. Raising milk and dairy products consumption.
5. Government and dairy stakeholders should jointly develop the strategy, which should
clearly identify the areas best addressed by the public sector and those best addressed by
the private sector.
6. The strategy would then inform policy-makers and industry stakeholders about
opportunities for future investments in smallholder-oriented dairy development.
7. Dairying can play an important role for poor rural families.
8. Government support is now very limited so it should be improved.
9. Acceptance of institutional reforms.
10. Establishment of regulatory frameworks and a legal body.
11. Enforcement of the laws and regulations.
12. Quality control assurance.
13. Collaboration with the private sector for veterinary services and simple diagnostic
facilities.

14.0 CONCLUSION

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Dairy farm can significantly contribute in the self-employment, poverty eradication, nutritional
enhancement, gender equality and equity through the intervention of several areas. The average
size of the dairy farm in Bangladesh has been increasing for some years. However, in the last 10
years the rate of increase has been much greater. Rural people can play a significant role in the
agricultural sector by emphasizing dairy subsector in Bangladesh. Development initiatives over
the last few years clearly showed that sustained improvements in productivity depend upon the
recognition of the crucial role played by the entrepreneur. In addition, this government should
give more social acceptability in a sense of self-sufficiency, generating consistent revenue, easy
mode of loan facilities from the financiers. If we think about waste management we can say
dairy wastage could be used in the agricultural land as an alternative of fertilizer or help to
generate fireworks for rural burner in kitchen. So at last we can say Dairy is one of the handful
and important activities which can able to generate more revenue than the other activities to the
rural and urban poor people.

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15.0 BIBLIOGRAPHY

Haque S.A.and Ahmed L. 1991. Indigenous milk products of Bangladesh - Proceedings of

workshop on indigenous milk products.

DLS (2002) : Department of Livestock Service report, 2002

HDI, UNDP (1996): Human Development Index, United Nation Development Program -1996

HUSSAIN, S. (1997): Recent trends in the rural economy of Bangladesh poverty and
development. Dhaka, Bangladesh. Institute of Development Studies Journal PP 216-236.

KHAN, S.H. (2003): Animal Husbandry: "A means of poverty reduction and industrialization in
Bangladesh" Proceeding of seminar organized by Animal Husbandry Association, Dhaka.

KARIM, Z. (2001): Proceedings of 2nd International seminar organized by WPSA BB held in

Dhaka in 2001

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