An Internship Report On
Analysis of Marketing Strategy Adopted by BASHUNDHARA Group
(Land & Property Sector)
Submitted By Name: Abu Bakkar Siddik
ID:1801013107 Program: BBA BBA (Major in Marketing)
Semester: Fall 2021
Submitted To
Department of Business Administration
Submitted for the partial fulfillment of the degree of
Bachelor of Business Administration
Sonargaon University (SU)
Dhaka- 1215
Date of Submission: December 25, 2021
An Internship Report On
Analysis of Marketing Strategy Adopted by BASHUNDHARA Group
(Land & Property Sector)
Supervised By
Farjana Yeasmin Chowdhury
Lecturer, Department of Business Administration Sonargoan University
Submitted By
Md. Abu Bakkar Siddik ID: 1801013107
Program: BBA (Major in Marketing) Department of Business Administration
Submitted for the partial fulfillment of the degree of
Bachelor of Business Administration
Sonargaon University (SU)
Date of Submission: December 25, 2021
LETTER OF TRANSMITTAL 13 JANUARY, 2022
Farjana Yeasmin Chowdhury Lecturer
Department of Business Administration Sonargaon University (SU)
Subject: Submission of Internshipreport
Dear Madam,
With humble honor and respect, I am submitting my internship report on
“Analysis of Marketing Strategy Adopted by Bashundhara Group (Land &
Property Sector)”.As per partial accomplishment of the requirements for the BBA degree, I have completed internship from “Bashundhara Group” as per partial accomplishment of the requirements for the BBA degree, this internship has been carried out under the supervision of you. This report is an integral part of our academic courses in completion of the BBA program which has given me the opportunity to have an insight into the housing and landing business of Bashundhara Group. I hope this report reflects on the contemporary issues on the business policy of the housing & landing sector that are being Practiced by organizations in our country.
In completing the report, I tried my best to blend all my knowledge and
imparted every available detail and also attempted to avoid unnecessary amplification of the report.
I humbly request you to accept this report for your kind evaluation.
Sincerely,
___________________
Student’s Name: Md. Abu Bakkar Siddik ID: BBA 1801013107
Department of Business Administration Sonargaon University (SU)
CERTIFICATE OF SUPERVISOR
This is to certify that the internship report on “Analysis of Marketing Strategy Adopted by Bashundhara group (Land & Property Sector)”has been prepared as a part of completion of the BBA program from Department of Business Administration, Sonargaon University (SU), carried out by Md. Abu Bakkar Siddik, bearing ID: 1801013107 under my supervision. The report or the information will not be used for any other purposes.
………
Farjana Yeasmin Chowdhury Lecturer
Department of Business Administration Sonargaon University (SU)
STUDENT DECLARATION
I am Md. Abu Bakkar Siddik, a student of Bachelor of Business Administration, ID: BBA 1801013107 from Sonargaon University would like to solemnly declare here that this report on “Analysis of Marketing Strategy Adopted by Bashundhara Group (Land & Property Sector)” has been authentically prepared by me. While preparing this report, I didn’t breach any copyright act internationally. I am further declaring that, I did not submit this report anywhere for awarding any degree, diploma or certificate.
Sincerely Yours
--- Md. Abu Bakkar Siddik ID: BBA 1801013107 Program: BBA
Major: Marketing Semester: Fall 2021
LETTER OF AUTHORIZATION
Certified that this project report titled “Analysis of Marketing Strategy Adopted by Bashundhara Group (Land & Property Sector)” is the work of a Student, who carried out the research under my supervision. Certified further that to the best of my knowledge the work reported herein does not form part of any other project report or dissertation on the basis of which a degree or award was conferred on an earlier occasion on this or any other candidate.
………
Farjana Yeasmin Chowdhury Lecturer
Department of Business Administration Sonargaon University (SU)
ACKNOWLEDGEMENT
I wish to extend my gratitude to all the people who helped me accomplish my report title, “Analysis of Marketing Strategy Adopted by Bashundhara Group(Land & Property Sector)” is the very beginning, I want to thank my faculty advisor and internship supervisor in Sonargaon University, Miss Farjana Yeasmin Chowdhury who has given me precious guidance from her busy schedule. I am very grateful for all her advice in order to make my report more effective.
Secondly, I am grateful to Mr. Mamun Hossain, Senior Officer of Land &
Property Sector, Bashundhara Group in Marketing department for being my internship supervisor. She has shown me how to get things done easily and helped me a lot. I am thankful to Mr. Tohidul Islam Department Head of Land &
Property Sector, Bashundhara Groupfor granting my internship in his department. I want to express my sincere gratitude to Mr. Bidduth Kumar Voumic, Executive of Marketing department for his cordial cooperation and encouragement.
EXECUTIVE SUMMARY
The core objective of the internship is to fulfill the requirement of the BBA program as prescribed by the SU. An intern has to prepare project report at the end of the internship period but the main objective of the internship is to get the hands-on experience of the real world organization. The internship was completed with the objective of getting practical knowledge in the Marketing sector of Bashundhara Group.
The first responsibility I was assigned on this eight week of internship period was to assist the trainer for correction the entire document related to land & property sector. Secondly, I was allotted the field work to visit the sector which was the last task I was assigned during my Internship program. As an intern, I realized that I was successful to gather a lot of significant learning experiences which would be helpful in my future career. The Marketing departmentoffered me ample space and opportunities, not only to learn but also to exhibit my skills as a member of this sector. I could use my theoretical knowledge of Marketingin real practice while participating in many discussions. I was actively involved in the department meetings where I shared my knowledge and views regarding the performance in Marketing Department of Land & Property Sector, Bashundhara Group.
I also attempted to gather more information on basic job functions of other departments to have better understanding of the relation between them and the Marketing Department. It was commendable to see how wholeheartedly they welcomed, acknowledged and appreciated new ideas and knowledge. I have provided few recommendations based upon my understanding and knowledge.
I successfully completed all the assigned duties and handed them over to the senior supervisor at the end of the internship. I thoroughly enjoyed the challenges that came along every single day. I could also bring some minor improvisations during my internship which were able to leave their marks. These lessons that I have learned will be a valuable one for my future endeavors as well.
TABLE OF CONTENTS
Chapter 1 INTRODUCTION Page No
1.1 Introduction 11
1.2 Background of the Study 12-13
1.3 Scope of the Report 13
1.4 Objectives of the Study 13-14
1.5 Methodology of the Report 14
1.6 Limitations of the Study 14-15
Chapter 2 PROFILE OF THE BASHUNDHARA GROUP
2.1 Historical Background 15-16
2.2 Corporate Profile at a glance 16-17
2.3 Vision of the Bashundhara Group 17
2.4 Mission of the Bashundhara Group 17-18
2.5 Values of the Bashundhara Group 18
2.6 Strategies of the Bashundhara Group 18-19
2.7 Objectives of the Bashundhara Group 19
2.8 Services Areas 20
2.9 Organogram of the Bashundhara Group 20
Chapter 3 THEORETICAL BACKGROUND
3.1 Marketing Activities 21
3.2 Marketing Strategies 21
3.3 Marketing Mix 21-23
3.4 Market Positioning 23
3.5 Corporate Social Responsibility 23
3.6 Human Resource Management 24
3.7 Feature of the EWPD 25
3.8 Goals of the Company 25-26
3.9 Corporate Governance 26
3.10 SWOT Analysis 27
3.11 Land and Property Sector 28
3.12 Land Project 29
3.13 Employment & Wealth 29
3.14 Groups Major Enterprises 30
Chapter 4 ANALYSIS & FINDINGS
4.1 Frequency Analysis 31-32
4.2 Regression Analysis 33
4.3 One Sample Test 33-36
4.4 Correlation Analysis 36-37
4.5 Findings 37
Chapter 5 CONCLUSION & RECOMMENDATIONS
5.1 Conclusion 38
5.2 Recommendations 38-39
5.3 Bibliography 39
Annex 1 Questionnaire 40-42
CHAPTER-1
INTRODUCTION
BBA students must complete an internship program as part of their graduation requirements. The major goal of an internship is to expose students to the working world, and this study is a requirement of Sonargaon University's BBA degree. As an intern, the key challenge was to apply theoretical concepts to real- world situations. This report is the outcome of a three-month internship at East West Property Development (Pvt.) Ltd, and it was written as a requirement for completing Sonargaon University's BBA degree. As a result, I was required to produce a report on East West Property Development (Pvt.) Ltd. East West Property Development (Pvt.) Ltd's services are also covered in this report. Again, an overview of the organization as well as the services they provide to their customers. I registered at Sonargaon University's Career Professional Department Services (CPDS) department for my internship. I received my acceptance letter from East West Property Development Pvt. Ltd, Bashundhara Group's first concern, and submitted a photocopy to CPDS. As a result, I've finally worked for East West Property Development Pvt. Ltd. I gained experience, skills, knowledge, a better grasp of real-world work situations, the application of BBA program learning, engaging with coworkers and other officials, and an introduction to the corporate sector, among other things, here. As an intern, I worked at East West Property Development Pvt. Ltd. for three months, or twelve weeks, where I was able to observe and learn new things about how East West Property Development Pvt. Limited official activity in Bangladesh operates. They applied real-world lessons learned from previous experiences while also breaking new ground in terms of innovation and collaboration. These consequences resulted in concrete gains in a variety of areas, with the cumulative result being that people's faith in our project. As they have been in business for over 16 years. They are proud to
have achieved significant growth in such a short period of time with the help of their business partners and customers. They don't want to be market leaders because of their fame, but they want to be at the forefront of quality and price.
Bashundhara strives to improve the quality of service and products, as well as the Group's goals. Their keen understanding of market dynamics helps them develop new goals.
1.2 BACKGROUND OF THE STUDY
Bashundhara Land, a subsidiary of the Bashundhara Group, was founded in 1987.
The company was launched with only a few investors. Mr. Ahmed Akbar Sobhan, Mr. Shahidullah, Mr. Abu Sufian, and others are only a few examples. This is now a large organization in Bangladesh. The East West Property Development (PVT) Ltd is the new name for Bashundhara lands. Bashundhara Group has several divisions.
Bashundhara Tissue Industry Ltd, Bashundhara Steel Company Ltd, Bashundhara LP Gas Ltd, Bashundhara Technologies Ltd, Bashundhara Cement Sack Plant, Bashundhara Trading Company Ltd, Bashundhara Industrial Company Ltd, Paper Manufacturing Plant, Bashundhara Communication Net Works Ltd, Toggi World, Bashundhara Logistic Ltd, Bashundhara Shipping Ltd, and others. In the year 1987, Bashundhara was launched initially as a real estate developer, later expanding into other areas, such as manufacturing. Over the last two decades, the challenges in the fields of urban housing and civil amenity provision have been unprecedented.
Bashundhara stretched itself to span additional borders and adapt well to the vast city's long-term needs, in keeping with increasing population expansion in
metropolitan Dhaka. Housing layouts were created with fixed income groups in mind, as well as their special amenity requirements. They applied real-world lessons learned from previous experiences while also breaking new ground in terms of innovation and collaboration. These consequences resulted in concrete gains in a variety of areas, with the cumulative result being that people's faith in our project has grown dramatically over the previous two decades. Bangladesh's urban housing situation appears to be worsening. As a result, they anticipate launching new home and apartment developments in the near future. As they began a new manner of doing business and expanded their horizons to include manufacturing and service providing, a new scenario formed. They increased as a result of a careful selection of fresh investment. Bashundhara is now a global leader in a variety of industries, with various businesses engaged in a wide range of manufacturing. Cement, all blends of tissue paper, newspaper pub, duplex board, other kinds of paper and allied products, MS rods, LP gas, gas cylinders, LP gas bottling and marketing are among the products manufactured by the group enterprises. Bashundhara had grown into a "Group of companies" with over 14 separate enterprises by the turn of the century, and was now the country's top business conglomerate. They are completely aware of and comprehend the magnitude of their corporate social responsibility, which demands their organization to work toward improving the quality of life for ordinary residents.
They continue to invest in a period when family investors are optimistic. Their R&D spending and investments in new industrial enterprises have remained steady. They've only been in business for a little over sixteen years. They are proud of the fact that, in such a short period of time, they were able to make significant gains with the help of their business partners and clients. They do not seek to be the market leader for the sake of glory, but rather to be at the top in terms of quality and pricing. Let me assure you that Bashundhara will strive to ensure the need to improve the quality of their services and products, as well as the group's goals. Their keen understanding of market dynamics will aid them in the development of new goals.
1.3 SCOPE OF THE REPORT
The operations of EWPD's "Marketing & Sales Department" are primarily the focus of this internship report. In my report, I discussed the observations I made throughout my internship in that department. I analyzed EWPD's overall marketing and sales activities and made a recommendation for the "Marketing & Sales Department" of the company. it is very important for those distinctive skills to be long-term business policy. In this stagnant business environment, they can also combine some of the components into their current plan to achieve a competitive advantage. And my report covers all of the events that I witnessed during that time.
1.4 OBJECTIVE OF THE STUDY
The first goal of creating this report is to complete the B.B.A program's partial requirements. The report's other goal is to familiarize readers with corporate operations, including an overview of East West Property Development Pvt. Limited management and an analysis of its operations in various sections. However, my initial interest in these topics arose from a desire to learn more about higher education. I had the objective of learning more and more specifics when I went to Internship on a regular basis. I immediately picked up on relevant themes. The following are the specific goals of the Internship Program.
Specific Objectives:
To distinguish between theory and practice in general management.
To examine EWPD's numerous marketing efforts, policies, and procedures in greater depth.
EWPD's target market and market segmentation should be identified.
To discover any issues with the company's marketing efforts.
Based on the findings, give some recommendations.
To be familiar with the corporate function, as well as its procedures, rules, and requirements
to be aware of their surroundings' culture or traditions
To learn more about East West Property Development Pvt. Ltd. operations.
To provide an overview of East West Property Development Pvt. Ltd. as an organization.
1.5 METHODOLOGY OF THE STUDY
The majority of the data should be taken to reflect the actual situation while preparing any report or statistical survey. While completing my primary information required for the report was acquired through direct interaction with the concerned personnel of Bashundhara. I collected several types of primary and secondary data for my report. The data for this study was gathered from the National Board of Revenue (NBR), the Bangladesh Real Estate Association, the Bashundhara web site, and other sources.
1.6 LIMITATION OF THE STUDY
The goal of the practical orientation program is to provide students with practical experience. Our contract was just for three months, which seemed insufficient. It was extremely difficult, if not impossible, to study the theoretical aspects of corporate sector after working a full day in the office. Some shortcomings may be there in the article due to our lack of practical understanding. East West Property Development (PVT) Ltd. has shown us considerable indifference when it comes to sharing its most sensitive information. East West Property Development (PVT) Ltd.
executives were too preoccupied to devote time to the intern. Our internship program is only three months long. The time allotted is insufficient for us to gather information and finish a thorough and fruitful study. East West Property Development (PVT) Ltd provided data that was insufficient for the study.
CHAPTER-2
(PROFILE OF BASHUNDHARA GROUP
HISTORICAL BACKGROUND
'Bashundhara' was founded in 1987, initially as a real estate developer but later expanding into other fields like as manufacturing. The problems in the sectors of
urban housing and civic provision have been exceptional in the last two decades. In order to keep up with Dhaka's rapid population growth, Bashundhara expanded to span new territory and successfully meet the city's long-term needs.
Housing layouts were created with the special demands and affordability constraints of fixed-cousin groupings in mind. We learned from our mistakes while making great gains in innovation and collaboration. These initiatives yielded real results in a variety of areas, with the ultimate consequence that people's trust in our endeavors has increased dramatically over the previous two decades. Bangladesh's urban housing situation appears to be worsening. As a result, we anticipate launching new housing developments in the near future.
They began a new way of doing business, broadening our horizons to include manufacturing and service providing. We expanded through a careful selection of additional investments. Bashundhara is now a global leader in a variety of industries, with various businesses engaged in a wide range of manufacturing. All blends of tissue paper, newsprint, pulp, and duplex board, various forms of paper and allied goods, MS rods, LP gas, gas cylinders, GI pipes, pavers, and hollow bricks, to name a few, are being manufactured by the Group's enterprises. Bashundhara was also a forerunner in the bottling and commercialization of LP gas. Bashundhara has just finished building the largest retail recreation center in South Asia, which is located in the heart of Dhaka, Bangladesh's capital. Bashundhara, a "Group of Companies" with over 14 separate enterprises by the turn of the century, was the country's main business leader.
2.2 CORPORATE PROFILE AT A GLANCE
BASHUNDHARA GROUP
For the People, For the Country
History
The Bashundhara Group began operations in 1987 as "Bashundhara," a real estate venture under the administration of the group's initial firm, East-West Property Development (Pvt.) Ltd. This project was a huge success, and it aided in the rapid increase of trust and confidence among the urban inhabitants in Bashundhara.
People
Products
1. East West Property Development Limited (Pvt.)
2. Meghna Cement Mills Limited
3. Bashundhara Paper Mills Limited
AHMED AKBAR SOBHAN
(CHAIRMAN)
SAYEMSOBHAN
(MANAGING DIRECTOR)
SAFWANSOBHAN (VICE-CHAIRMAN) SHAFIATSOBHAN
(VICE CHAIRMAN) SADAT SOBHAN
(CO-CHAIRMAN)
4. Bashundhara LP Gas Limited
5. East West Media Group Limited
Mission: The Bashundhara Group is committed to serving the people and the country rather than focusing solely on business and profit.
Vision: Bashundhara Group has already established itself as one of Bangladesh's major conglomerates and a market leader in a variety of commercial and industry sectors.
Values: The Bashundhara Group's basic principles are patriotism, honesty, fairness, and service to the nation, and they serve as the foundation for its decision-making.
2.3 VISION OF THE EWPD, BASHUNDHARA GROUP
The Real Estate and Housing Association of Bangladesh was founded on December 12, 1991, with the goal of promoting private sector real estate development in Bangladesh. REHAB is Bangladesh's sole recognized organization for real estate developers. Bashundhara Group has already established itself as one of Bangladesh's major conglomerates and a market leader in a variety of commercial and industry sectors. It aspires to be far further ahead than it is presently. The organization aspires to be the country's greatest corporate conglomerate and the largest private-sector contributor to economic and social development. It also aspires to employ an increasing number of people and therefore become the private sector's greatest employer.
To realize the vision, the organization has already entered numerous corporate and industrial industries, some as pioneers, and has ambitions to enter many more. The group has begun preparations to expand global, with the goal of announcing its global presence in a few years.
Doing business is not easy anyplace, especially in today's fast-changing global environment, which presents a slew of new problems. However, the Bashundhara Group is convinced that in the days ahead, it will continue to march forward even quicker in any situation favorable or unfavorable and will always uphold its core motto For the People, For the Country.
2.4 MISSION OF THE EWPD, BASHUNDHARA GROUP
As part of its corporate priority to contribute significantly to the people by offering an address of enduring peace over generations, East West Property Development (Pvt.) Limited carries the Group's hallmark mission of providing easy-to-reach and well-built flats at the most affordable cost.
Bashundhara is a Bangladeshi manufacturing group with a strong private sector presence. There are currently 18 active businesses, ranging from real estate development and management to manufacturing and services. Bashundhara aspires to collaborate with the government in order to promote sustainable development, environmental preservation, job creation, and poverty alleviation.
Bashundhara focuses on urban housing, entertainment centers, and commercial projects in particular. As a result, the group's motto is "For the people, for the country." The requirement to ensure environmental stability is at the heart of all industrial processes employed at the group firms. As a result, deliberate efforts to utilize re-cycled as an industrial input are made. Not only does the Bashundhara Group believe in doing business and generating a profit, but it also believes in serving the people and the country. It was founded on such principle, with the slogan "For the People, For the Country" as its central focus.
2.5 VALUES OF EWPD, BASHUNDHARA GROUP
Values and beliefs are frequently unsaid, and those who live in a certain organization may simply take them for granted. The major firm of the Bashundhara group is East-West Property Development /Pvt.) Ltd. East- West Property Development (Pvt.) Ltd. has attained some values that help them realize their objectives. The values are woven into the country's vision and applied by employees in order to provide better service to society. Furthermore, newer value is created in order to keep up with the changing environment.
2.6 STRATEGIES OF EWPD, BASHUNDHARA GROUP
Every corporation, such as Bashundhara, must have a strategic formulation for reaching organizational goals. This business practices
"total cost leadership. "Overall cost leadership refers to a company's ability to reduce the cost of a product to a lower level than its competitors. As a result, the Bashundhara group adheres to the overall cost leadership strategy in order to lower product costs.
There are over 1000 real estate businesses operating in Bangladesh.
Some of them are members of REHAB, while others are not. Regardless of whether they are REHAB members or not, any Real Estate Company's principal business is to market their products. As a Real Estate student, I completed my internship with EWPD's "Marketing & Sales Department"
at the conclusion of my studies. I worked there for three months and observed all of the staff in the "Marketing & Sales Department" at close range. All of the staff in the "Marketing & Sales Department," once
again, assisted me greatly in understanding and realizing how a salesperson markets and sells things. Now I'll give a general overview of all of EWPD's marketing operation.
When the ad appears in the newspaper, the "Marketing & Sales Department" grows. All of the executive officials were quite busy on that particular day. After seeing the adverts in the newspaper, the potential and offered clients call. The executives answer the phones, offer a brief explanation of the project, and inform callers about the project's location, available flat size, current state of development, handover date, and booking money, among other things. The pricing is not disclosed over the phone by the executives. Because EWPD's administration has made it clear that it is not permitted. They do, however, constantly ask clients to come to the office so that they may sit together and negotiate the pricing. Following that, clients visit the corporate office and meet with that specific marketing professional to discuss everything.
2.7 OBJECTIVES OF EWPD, BASHUNDHARA GROUP
Our goal is to create more jobs, as well as urbanization with contemporary amenities that will assure a safe environment and high quality. Our goal is to achieve the highest level of client satisfaction via innovation, dynamism, and perfection. To perform in a mid-level management role, primarily in the areas of finance and accounts, as well as Direct and Indirect Tax, with the possibility of progression. Long-term, to assume general financial and accounting management for any
reputable firm. To identify the right quality land and deliver products to the customers with easy policy.
2.8 SERVICES AREA
Their main services areas are Purbachal, Baridhara, and Bashundhara residential where they sell their lands and apartments to their potential customers for the success of their future. They deliver their lands and apartments with a good quality definition which is very important for their future business.
2.9 ORGANOGRAM OF EWPD, BASHUNDHARA GROUP
East West Property Development Limited
Chairman Managing Director
Chief Executive Officer
Marketing & Sales Engineering
Executives Manager Executives
Chief Engineer
Admin Sr. & Jr.
Executives
Accounts Sr. & Jr.
Executives
Logistic (Executives) Land
(Executives) Customer
Care (Executives)
CHAPTER 3
THEORETICAL BACKGROUND
3.1 MARKETING ACTIVITIES
There are over 1000 real estate businesses operating in Bangladesh. Some of them are members of EWPD, while others are not. Regardless of whether they are EWPD members or not, any real estate company's principal business is to market their products. As a student, I completed my internship with Bashundhara group
at the conclusion of my studies. I worked and observed all of the staff in the
"Marketing & Sales Department" at close range. All of the staff in the "Marketing
& Sales Department," once again, assisted me greatly in understanding and realizing how a salesperson markets and sells things.
3.2 MARKETING STRATEGIES
The primary marketing decisions made by the Bashundhara Group can be divided into four categories: Products, Price, Place, and Promotion. They are the variables that marketing managers can manipulate to best satisfy target market clients.
Bashundhara Group tries to elicit a favorable response from the target market by combining these four marketing mix elements in the most effective way possible.
Furthermore, the company offers a one kind of sales promotion program that greatly aids marketing methods. The following sales promotion methods are used by them:
1) Sales promotion such as gift card, discount prices, CRM, and free service campaign
2) Promotional Materials
3) Direct Mail
4) Personal Selling
3.3 MARKETING MIX
"The set of marketing instruments that the organization utilizes to pursue its marketing objectives in the target market," according to the marketing mix definition. EWPD (Land & Property Sector) also uses the marketing mix concept to achieve their marketing goals.
PRODUCT
The physical product or service given to the customer is referred to as the product. It also refers to any services or conveniences that are part of the offering in the case of physical products. Here are their products or the main task of the EWPD.
1. Land
2. Apartment
PRICING
Land is currently quite expensive. However, the total financial participation varies greatly based on the company's quality and brand identity. The price that is written on the merchandise is referred to as the list price. Because the price of land is so volatile. It differed depending on the distance, place and based on market values.
Discounts, the EWPD authority offers a variety of discounts, depending on the party. If the bill is paid in advance, the buyer can deduct based on Target Commission, Slab Commission, General Commission, Yearly Commission, and other special offers are some of the commissions set by EWPD for its approved partners. After all commissions are deducted.
PROMOTION
A Marketing section runs EWPD's advertising and other promotional campaigns. The department is always developing new advertising campaigns for their land property. This department is in charge of EWPD promotional initiatives. This company engages in a variety of
promotional initiatives in order to attract potential clients. The Marketing department employs some innovative and active individuals who regularly develop advertising campaigns. They employ the following promotional tools which are:
Advertising
Sales Promotion
Direct Marketing
Personal Selling
TVC
Public Relations
PLACE
Place (or placement) decisions are those related to distribution routes that are used to bring the product to the intended customers.
Transactional, logistical, and facilitating roles are all performed by the distribution system. Market coverage, channel member selection, logistics, and service levels are all factors in distribution decisions.
3.4 MARKET POSITIONING
Bashundhara has established a solid market position in the land and property sector, and it is easy to say that they are currently the market leader in the real estate industry. They established their market position by advertising, land availability, good soil quality, pricing, and their brand name. Bashundhara owns land in numerous locations within the city of Dhaka. The land in these locations is in high demand.
3.5 CORPORATE SOCIAL RESPONSIBILITY
The concern that businesses have for the well-being of society is known as corporate social responsibility. It is founded on fundamental values such as honesty, justice, and respect. Bashundhara Group has now established a number of examples by participating in a variety of CSR activities. The following are a few
of them: Bashundhara Residential Area, one of Dhaka's largest residential zones with contemporary amenities, was built. They started Bashundhara Ad-Din medical college hospital in South Keraniganj, a neglected neighborhood close to the capital city, with the promise of offering innovative medical services to the people in need, which opened up a new horizon in the health sector. In Keraniganj, the Bashundhara Group is constructing an industrial park to house its manufacturing plants, which will provide direct employment for 2500 trained and semi-skilled people, as well as indirect employment for 15000 others in phases.
H3.6 HUMAN RESOURCE MANAGEMENT
Human resource management, or HRM, is one of the most commonly discussed issues in today's organizations. It is based on a process known as human resource planning, which ensures that a company has the proper quantity of people for the right job at the right time. This technique is meticulously followed by the Bashundhara group. This planning can predict not only the required type and number of staff, but also the action plan for all personal management functions.
The process of determining the amount of employees required by an organization in terms of quantity and quality is known as human resource planning. Human resource planning is the starting point for all human resource management tasks.
Bushundhara Group is one of our country's leading firms due to its efficiency in human resource planning. The goal of successful human resource planning is to determine an organization's human resource requirements. The people of the Bashundhara group are their most valuable asset. Human resources (HR) has a culture of empowering 15, both to contribute to the company's goals and to reach our own personal and professional aspirations. They also look to the future, with their program on "leadership behavior" aimed at identifying the next generation
of leaders. HR’s ultimate goal is to develop and implement strategies and procedures to ensure that the right people with the right capabilities are hired.
There are several possibilities for them inside that. Officials from the Bashundhara Group examine the following issues while making human resource plans.
1. Excellent communication and leadership abilities.
2. The ability to see the big picture while achieving daily objectives
3. A genuine interest in how people make decisions in the workplace.
4. The courage and decency to make difficult decisions.
5. An interest in people development and coaching.
6. Strategic Intelligence.
3.7 FEATURE OF EWPD (Land & Property Sector)
East West Property Development (PVT) Ltd is one of Bangladesh's largest enterprises. East West Property Development (PVT) Ltd is a Bangladeshi company that specializes in land development and infrastructure development. It is the Bashundhara Group's first project. It is a relatively young company in the Bangladeshi market. East West Property Development (PVT) Ltd is currently working on four different projects. Bashundhara Baridhara Land Project, Bashundhara River View Project, Bashundhara Gazipur Project, Bashundhara Mirpur Project, and EWPD's apartment project on Baridhara & River View site are among them. This company has around 4,000 employees. The Bashundhara Group (BG) aspires to create a work environment that attracts, excites, and nurtures dedicated employees with remarkable abilities. Through our work and our families, the BG is dedicated to personal honesty, integrity, teamwork, transparency, and trust, as well as the empowerment of others and personal fulfillment.
3.8 GOALS OF THE COMPANY
1. Consistently set the bar for modern technology in our industry to meet customer needs through innovative products and services.
2. Contribute to the country's national economy and infrastructure development.
3. Maintain the strongest competitive position in our target markets by delivering high-quality products and achieving operational excellence.
4. Work with the best suppliers to provide more value to both the company and our customers.
5. Be known as a well-respected and appealing company, as well as a first-choice employer.
6. Offer a diverse range of career options through competitive benefits, training, development, and a pleasant working environment.
7. Empower our employees at all levels and fully integrate them into our organization.
8. Demonstrate our commitment to long-term environmental performance and take a proactive role in Corporate Social Responsibility (CSR) within our sphere of influence on a regular basis.
9. Achieve long-term financial success.
10. Provide a safe investment environment within the country.
11. Increase versatility and diversification by entering new market segments.
12. Improve administrative and organizational structures so that all business lines are reviewed on a regular basis and industry best practices are developed.
13. Earn foreign currency by exporting goods.
The BG collaborates closely with city governments, the Bangladesh government, other private sector enterprises, multilateral institutions, the environment department, and curried financial institutions.
The BG's headquarters are located in Dhaka, Bangladesh. The Group's policies are forecasted by its Chairman and Board of Directors. The Chief Executive Officer is the Managing Director.
3.9 CORPORATE GOVERNANCE
Since its founding, BG has placed a strong emphasis on the development of a strong governance framework in order to fulfill its business goals. The board of directors is the group's highest level authority in terms of formulating policies and plans that are appropriate for the group's businesses. The board meets on a regular basis to examine the group's overall actions and prescribe strategic guidelines for future implementation. BG has effectively adopted a well-designed corporate management structure with clearly defined responsibility and delegation of authority, as well as sufficient accountability, over the years. The group has an organ gram staffed with skilled specialists to ensure that each of the
companies' planning, execution, control, and monitoring activities are carried out appropriately. The BG has established a robust internal control system to guarantee that its activities are in line with its goals. Reporting on operational and financial matters on a regular basis is a common occurrence
3.10 SWOT ANALYSIS
Corporate image as a pioneer in the real estate and development industry, as well as one of the country's leading companies.
STRENGTH
o A large distribution system.
o Extensive knowledge of the Bangladeshi real estate market.
o Presence across all key market segments.
o A solid financial foundation.
OPPORTUNITIES
o The market is expanding.
o Company diversification through the use of a positive corporate image.
o To popularize low-cost products in out-of-the-way markets.
WEAKNESSES
o There is a minor presence on international satellite networks.
o Considered a premium-priced company in the semi-urban and rural markets.
o A greater reliance on major dealers.
o Consumers' lack of understanding regarding developers and the real estate industry.
THREATS
o Recently, there has been a lot of rivalry in the Bangladesh market.
o Greetings, Credit-Driven Market.
o Sub-dealer network provides strong control over a small number of dealers in the market.
o A small number of companies engage in unethical and corrupt practices.
o Due to trade liberalization, low-cost imported products, particularly from China and Southeast Asia, are flooding the market.
3.11 LAND & PROPERTY SECTOR
East West Property Development (Pvt.) Limited (EWPD) is the main company of the Bashundhara Group, which was created in 1987 with the goal of meeting the city of Dhaka's ever-increasing housing demands.
Bashundhara Housing is the prominent brand name for the Bashundhara Group's real estate unit in Southeast Asia. Under the brand name Bashundhara Housing, the group has successfully created multiple integrated townships with residential developments with all basic facilities adjacent to the capital city, and is also taking on more and more projects within the neighborhood of the capital. East West Property Development (Pvt.) Limited (EWPD) has built a reputation for doing business with integrity and has gained a great deal of public trust since its beginning.
The first and most important project, dubbed " Bashundhara Baridhara Land Project" Residential Area" near the Baridhara Diplomatic Zone, was built on a large plot of land, while the second, dubbed " Savar Housing Project," was built in Savar’s northern suburbs. The third project, dubbed
"Riverview m," consists of three thousand acres of land in Hasnabad, Keranigonj, near the city, and is designed to provide well-planned
housing facilities, particularly for residents of old Dhaka. The fourth project, " Mouchak Housing Project," is located near Scouts Jamboree in Gazipur, while the fifth project, "River View Dokhina Project," is located near Riverview Project in South Keranigonj, about 4 kilometers from the Dhaka Mawa Highway. Another project, dubbed "River View Green Town Land Project," was built alongside the Dhaka Mawa Highway, on the other side of the government's Jhillmill Project and near Riverview Land Project. Under the same organizational umbrella as Bashundhara Housing, some attractive land developments are also in the works.
Under the same brand name of Bashundhara Housing, certain apartment developments have also been created at various places of Baridhara Land Project and Riverview Land Project, with the goal of significantly reducing the acute housing scarcity faced by city people.
3.12 LAND PROJECT
The Bashundhara Baridhara project, which is located in the heart of the capital city, shines in both location and affordability. Gulshan, Baridhara Diplomatic Zone, Nikunja, and Uttara are all close by, and the Bashundhara Baridhara Project, Banshundhara Group's trademark residential and institutional domain, is centrally located. Bashundhara Baridhara Project, with its large open space set aside for public utilities and civic services, was started in the early 1980s, when one katha of land here was sold for only Tk.1 lac. In just 21 years, the price has gone from Tk.75 lac to Tk.75 lac, a 75-fold increase. The hassle-free and authentic
land ownership, rigorous safety and security net, robust corporate commitment, and, above all, the valuable confidence of its plot-owners are all factors that contribute to the value multiplication. Bashundhara Baridhara and the surrounding territory are adopting the lead zone both for residential and institutional hub as the city center is rapidly pushed southward. For cross-directional communicability and the prestige of the location, some of the country's top educational and corporate centers find it handy here. The Bashundhara Baridhara Project is the lone exception, with its large inner avenues, tertiary and connective paths displaying tremendous foresight.
3.13 EMPLOYMENT & WEALTH
Currently, the Group employs 8100 people. They plan to create a new employment structure in addition to direct employment.
The overall assets of the Bashundhara Group's businesses are currently valued at around TK 15000 million, which is roughly $300 million in US dollars. The company's total revenue is estimated to be over Tk. 16000 million, or US $325 million.
3.14 GROUP'S MAJOR ENTERPRISES
1. East West Property Development (Pvt.) Limited
2. Meghna Cement Mills Limited
3. Bashundhara Paper Mills Limited
4. Bashundhara LP Gas Limited
5. Bashundhara City Development Limited
6. Bashundhara Steel Complex Limited
7. Bashundhara Industrial Complex Limited
8. Bashundhara Steel and Engineering Limited
9. Bashundhara Logistics Limited
10.Bashundhara Foundation
11.Bashundhara Convention Center
12.Bashundhara Dredging Company Limited
13.Bashundhara Technical Institute
14.Bashundhara Telecommunications Network Limited
15.Bashundhara Food and Beverage industries Limited
16.Sundarban Industrial Complex Limited
17.BICL Industries Limited 18.East West Media Group
CHAPTER 4
ANALYSIS & FINDINGS
4.1 FREQUENCY ANALYSIS
GENDER FREQUENCY OF RESPONDENTS
Gender Frequency Percentage %
Male 23 57.5
Female 17 42.5
Total 40 .100
AGE FREQUENCY OF RESPONDENTS
Age Frequency Percentage
Below 20 4 10
21 to 25 5 12.5
26 to 30 13 32.5
31 to 35 10 25
36 to 40 5 12.5
Over 40 3 7.5
Total 40 .100
MONTHLY INCOME FREQUENCY OF RESPONDENTS
Income Frequency Percentage
Below 20000 8 20
21000 to 30000 13 32.5
31000 to 40000 11 27.5
41000 to 50000 5 12.5
51000 to 60000 2 5
Over 60000O 1 2.5
Total 40 .100
PROFESSION FREQUENCY OF RESPONDENTS
Profession Frequency Percentage
Student 23 57.5
Service 17 42.5
Total 40 .100
SATISFACTION LEVEL FREQUENCY OF RESPONDENTS
Level Frequency Percentage
High 19 47.5
Medium 12 30
Low 9 22.5
Total 40 .100
Perceived Value
Satisfaction Level
Mean 4.03 6.53
Median 4.00 6.00
Mode 4 6
Std. Deviation .423 1.301
Variance .179 1.692
Co-efficient .648 .719
Note that n=40
A dependability coefficient of 0.50 to 0.60 is suitable for any research, while a coefficient of 0.70 or higher is preferred.
The dependability coefficient for perceived value is. 648 and for satisfaction level it is 0.719. In this study, the reliabilities of customer happiness, perceived value are all within acceptable limits (0.50-0.80).
Frequency analysis is one of the method which helps us to count the exact number of a respondents. For this survey I took 14 questions which I send to 50 people and 22 respondents answered my questions to examine that customer’s expectations, what quality they want, what kind of products or services they want, customer’s objectives, their satisfaction level, and their age, profession, gender.
4.2 REGRESSION ANALYSIS
Regression analysis is a proven way for determining which variables have an impact on a certain issue. In this case we can say that satisfaction level is the best policy to prove that how a company is reliable and how popular is this company to the people. So I proved that Bashundhara Group is one of the best and reliable company in
case of land and property sector to the customers if you see the satisfaction level of the customers. Communication efficiency is an another sector which is one of the most important part for a company which can help them to satisfy customers expectation.
4.3 SAMPLE TEST
Have you ever bought land from a real estate company?
Yes; 80.00%
No; 20.00%
Have you ever bought land from a real estate company?
In this question we asked 40 people to know if they bought land from a real estate company. So, in this survey 80 percent people said that they bought land from real estate companies and 20 percent people claimed that they did not buy any land from real estate companies. So, in this question we proved that 80 percent of people bought their land from real estate companies which proved our hypothesis in this question.
Do you think which company is best for land & apartments?
0.5
0.25 0.25
Have you ever bought land from a real estate company?
Bashundhara group Assure Group Navana
In my previous question, 80 percent of people bought land from real estate companies. So among these 80% people 50% people bought their land from
Bashundhara group and the rest of them 50% people bought their land from Assure group and Navana group which proved that 50% people among 80%
bought from our Bashundhara group.
Are you satisfied with the products and services of Bashundhara group?
0.8 0.2
Are you satisfied with the products and services of Bashundhara group?
Yes No May be
So, When we asked them if they were satisfied with our products and services or not of our Bashundhara group. In this question 80% of people said they are satisfied with our products and services, and only 20% people said that they are not satisfied with our products and services. So, in this question we proved that 80% of people were satisfied rather than 20% who said they were not satisfied.
Checking the processes used for selling your services or products?
0.4
0.2 0.4
Checking the processes used for selling your services or products?
Direct Personal Sale Direct Online Sale Indirect Throuh Channels
Finally, in this question 40% people bought their product by direct personal sale, among them 40% people bought through their channels, and the rest of 20%
people bought their land by direct Online sale. So, in this question we have to ask which method actually they like to buy our products.
4.4 CORRELATION ANALYSIS
Correlation analysis is used to determine whether or not there is a link between the independent and dependent variables. This study looks at, perceived value, and customer satisfaction. The correlation coefficient (r) is used to interpret the strength of correlations between variables.
0.00 to 0.20… ... Very weak
0.20 to 0.40… ... Weak
0.40 to 0.70… ... Moderate
0.70 to 0.90… ... Strong
0.90 to 1.00… ... Very strong
The bivariate correlation was tested for statistical significance using a two-tailed test at two distinct levels, where correlation is significant at the 0.05 level and at the 0.01 level.
4.5 FINDINGS
The findings from different survey questions all combined together provide the answer to all research questions of this study. The primary data that I collected which matched my hypothesis and I have proved my hypothesis after collect all the data from my research. From the findings, it can be said that the majority of the people is satisfied of the services which provided by Bashundhara Group.
People basically choose their land because of their quality and loyalty which is very important for a company. Basically, we asked some different questions to our targeted people about their age, gender, income, educational qualifications, and their profession which was so important to know their demographic perspective.
After asking them we noticed that there were different age, gender, income, and professions which proved that they were able to transact with our company. After that we also asked them some different questions including their satisfaction after buying our products, from where they bought their land, and their buying method which proved that they are satisfied with our products and services, even though we notice that they want to buy our products by direct sale and through our channel. So we should open a proper method where they can feel comfortable to buy our products by using a proper method. Then we asked them which company is best for land and apartments so they preferred that Bashundhara Group is the best company for land and apartments. So, after getting their preference about our products and services we should increase the quality of our products such as lands and apartments and the method of buying that we should develop that process which is so important.
CHAPTER 5
(CONCLUSIONS & RECOMMENDATIONS)
5.1 CONCLUSION
In Bangladesh, there is an increasing demand for persons from the medium and upper middle income classes. In the face of severe budget restrictions, the government is eager to downplay its position as a housing provider for those populations. The rich class of society is becoming increasingly interested in purchasing apartments, particularly in Dhaka. Most of these apartments include the most up-to-date imported fixtures, cutting-edge architectural design, parking, an
emergency generator, and nearly all modern conveniences, giving wealthy people a new feeling of social life. As a result, unlike many other developing countries, flats in Bangladesh are prohibitively expensive for the majority of people. Purchasing apartments, on the other hand, can assist you avoid many headaches, such as those associated with land acquisition, design approval, connecting electricity, gas, and water, and purchasing raw materials.
There is a critical competition in this market. In that critical time Bashundhara group of EWPD start its operation in the country.
Availability and awareness of this project is very good. Most of the people prefer quality positioning place and they are willing to pay higher prices for that. As Bashundhara group has a reputation about its quality it has a good market response.
5.2 RECOMMENDATIONS
1. EWPD should develop the finest service delivery plan possible to provide more value to its current and potential clients.
2. EWPD should develop internet marketing so that current and prospective clients can profit from the system.
3. Customers should be able to contact EWPD 24 hours a day, 7 days a week to handle their concerns and queries.
4. Marketing and sales departments should operate in the most efficient and effective manner possible. EWPD should hire additional workers in this department in order to provide better service.
5. The Marketing Department is dissatisfied with their sales commission. EWPD should pay them a fixed sales commission, and some awards, such as "top performance," should be given out on an annual basis.
6. Create loyal customer.
7. Increase sales and promotional activity.
8. Increase conference with engineer, and mason.
9. Chain of command should be strong.
10.Increase number of employee.
11.Reduces the overdue amount.
12.Maintaining quality with low price.
13.EWPD should improve dealing policy.
14.Price policy should be fixed.
5.3 BIBLIOGRAPHY
www.bashundharahousing.com www.bashundharagroup.com
https://www.academia.edu/10267564/An_Organizational_Overview_of_Bashund hara_Group_Prepared_By_Group_5
https://www.bashundharagroup.com/page/mission-vision-
values#:~:text=Bashundhara%20Group%20believes%20in,Country'%20as%20its
%20core%20theme.
https://www.bashundharagroup.com/EWPD
https://www.rehab-bd.org/index.php?page=member_details&companyID=1364
5.4 QUESTIONNAIRE What’s your name?
………
What’s your gender?
a) Male b) Female
How old are you?
a) 16 to 20 b) 21 to 25 c) 26 to 30 d) 31 to 35 e) 36 to 40
What business are you in?
a) Manufacturing
b) Real Estate Development c) Retail
d) Food & Beverage e) IT
What’s your monthly income?
a) 11000 to 20000 b) 21000 to 30000 c) 31000 to 40000 d) 41000 to 50000 e) 51000 to 60000 f) Over 60000
What are your most important business objectives for the next two years?
a) Profitability b) Productivity
c) Good Customer Service d) Employee Retention e) Growth
Have you ever bought land from a real state company?
a) Yes
b) No
Do you think which company is best for land & apartments?
a) Bashundhara Group
b) Assure Group
c) Navana Group
Have you ever bought apartment from a real state company?
a) Yes
b) No
Checking the processes used for selling your services or products?
a) Direct Personal sell b) Direct Online sell
c) Indirect through channel d) Others
How does your target customer buy your type of offering?
a) The purchase is an impulse buy b) Planned Purchase
Do you have a specific marketing plan that is currently driving your marketing efforts?
a) Yes b) No
Do you know your unique selling proposition that which makes you different from all your competitors?
a) Yes b) No
c) If yes, what is it?
Are you satisfied with the products and services of Bashundhara group?
a) Yes
b) No c) May be
