Académique Documents
Professionnel Documents
Culture Documents
Group # 07
Submitted To:
Mrs. Nausheen Rahman Associate Professor Department of Finance University of Dhaka
Submitted By:
Tanveerullah khan Adnan (Group Leader) Ashraful Alam Sumon Shahriar Mahmudul Hassan Faijullah Rashid Shimul Mahmuda Akhter Suma Martha Sindy D. Costa Syeda Mehjabeen Bokhari
Roll
11-113 11-051 11-078 11-131 11-151 11-015 11-145 11-177
. . . . . . . . .
September 13, 2006
Mrs. Nausheen Rahman Associate Professor and Course Teacher Principles of Marketing (F-204) Department of Finance University of Dhaka.
Dear Madam: Here is the report entitled Analysis of Marketing Strategies for Real Estate Companies as a partial requirement of the course F-204. We think this report has helped us a lot to enhance our knowledge about the respective subject matter. We have really enjoyed working on this report and we hope that our work would meet the level of your expectation. We will be always available for any further query.
Sincerely,
............................
Acknowledgement
All thanks to Almighty Allah by whose boundless grace we have been able to complete this report successfully. With pleasure, admiration & respect, we express our profound gratitude to our respected course teacher, Mrs. Nausheen Rahman, Associate Professor and Course Instructor Principle of Marketing. It was her initiative enthusiasm and sympathy that was our guideline in the course of completing this project. We would like to express our heart felt gratitude to Mr. Sana Ullah Suny, Senior Executive (Marketing), The Structural Engineering Ltd. (SEL), for his selfless cooperation to supply all those information we needed. We also take this opportunity to thank Md. Taslim Bhuiyan, General Manager (Marketing Planning), Advanced Development Technologies Ltd., for with large amount of valuable time with most helpful attitude to provide all the confidential data of the company. Mr. M. Arifur Rahman Shajal, Senior Executive (Sales) and Md. Ali Karim, Senior Assistant Manager, DOM-INNO Builders Ltd. deserve special thankfulness from our side for their utmost support. Along with them, we express thanks to the Senior Executive Marketing of Assurance Developments Ltd. Md. Bakhtear Khan for his co-operations and we really mean that. With them, we thank some of our friends for their kind co-operation and supervision to complete this project in due time sharing their valuable views and ideas with utmost support. And in conclusion, we express our gratitude to all other who have directly and indirectly co-operated with us in the preparation & completion of the report.
Contents
No. 01. 02. 03. 04. 05. 06. 07. 08. 09. 10. 11. Executive Summary Introduction Origin of the Report Objectives Limitations Methodology Acronyms
Topic Title
Page No. V 01 03 03 03 04 04 04 05 06 12 13 13 14 15 16 18 20 20 21 21 21 24 25 25 26
Initial Or Preliminary Workings Real Estate History About REHAB Advanced Development Technologies Ltd. Mission & Vision Objectives & Issues Attainment & Promises Market Vista Marketing Tools for Developing Marketing Mix Marketing Analysis Marketing Planning Market Segmentation Target Market Market Positioning Growth Downsizing
12.
The Structural Engineers Ltd. Mission & Vision Objectives & Issues
Attainment & Promises Market Vista Marketing Tools for Developing Marketing Mix Marketing Analysis Marketing Planning Market Segmentation Target Market Market Positioning Growth Downsizing 13. DOM-INNO Builders Ltd. Mission Objectives & Issues Attainment & Promises Market Vista Marketing Tools for Developing Marketing Mix Marketing Analysis Marketing Planning Market Segmentation Target Market Market Positioning Growth Downsizing 14. Assurance Developments Ltd. Mission & Vision Objectives & Issues Attainment & Promises Market Vista Marketing Tools for Developing Marketing Mix Marketing Analysis Marketing Planning
26 26 27 30 31 31 32 32 32 33 34 34 35 35 36 36 40 41 41 42 42 42 43 44 45 45 48 48 49 52 53
Market Segmentation Target Market Market Positioning Growth Downsizing 15. Incongruent Positions of the Chosen Four ADTL Leads the Way with the Enterprises Undertaken ADTL Tops the Chart in Varying Prime Locations-The most Lucrative Ones Everyone Promising Highest Quality SEL-The Early Starter Diverse Plans for Corporate Triumph Contrasting Policies for Pricing & Promotion Alleyway of Growth to Housing Downsizing of Business Segmentation for Capturing Market Intended Communal Class & Location Market Positioning-An Image to Recognize Market Leader-ADTL Market Challenger-DOM-INNO Market Follower-SEL Emerging One-Assurance 16. Conclusion
54 54 54 55 55 56 56 57 58 59 60 61 62 63 64 64 65 67 67 67 68 68 69
Executive Summary
Marketing Strategy- Bricking the Dwelling is all about the core strategies which construct the basic marketing policies of four different Real Estate companies of our country. The Structural Engineers Ltd., Advanced Development Technologies Ltd., DOM-INNO Builders Ltd & Assurance Developments Ltd. are those four companies which are picked to be unlocked from the perspective of marketing strategy.
After analyzing all of these factors and aspects, we have come to a pronouncement where we could eventually distinguish the leading & established companies from the apparently tranquil and promising ones. The resultant of our total effort could be described as Advanced Development Technologies Ltd. is the leading company out of these four. The Structural Engineers Ltd., who comes at the second spot, gets the title of being the follower company. Their too much tranquil and soothing approach of operating business awards them this place. The dynamic and vigorous DOM-INNO Builders Ltd. is the one who challenges everyone to surpass with a few years. And the youngest one Assurance Developments Ltd. is emerging the scene very much rapidly. We have just tried to define which the position of those companies as far as the merit in market strategy is concerned.
Here, in this report, initially we tried to discuss the long term goals and the short attainments of these four. Then we paid our attention on the market outlook of these companies as well as assessing the Strengths, Weaknesses, Opportunities and Threats. While putting all the concentration on growth and expansion of these companies, all of them have chosen the policies of Market Penetration, Product Development or the way of diversification.
Along with those, we focused on the sales and promotion policy, segmentation of market, intended portion of the market & finally the position they occupy in the
market. Using all those information as a platform, we stated about the positions of them. We have put our all efforts to get the resultant & it is crystal clear that it is Advanced Development Technologies Ltd. (ADTL) who leads the way. With the brightest of the prospects in their side, it is ADTLs to loose the spot.
Due to the growth of population and rural-urban migration, urbanization, in Bangladesh, is increasing day by day. For more and more city dwellers, the demand for shelter in urban areas is also increasing. The right of getting shelter is a fundamental right of human beings. Besides the Government of Bangladesh, the private sector real estate developers are also trying to ensure housing for all. And with rising of income, the demand for houses will keep growing. That is why the demand for real estate structures is increasing day by day. Demands for standard houses have already been created in the divisional and district towns. In Bangladesh, Real Estate Business sector was started to be developed in late seventies facing various problems concerning the housing sector. The importance of the housing sector, in the context of Bangladesh economy, has to play a role to serve the fundamental human right of shelter; calls for the generation of awareness as regards various pertinent issues involving the sector. These include its size and contribution to the economy, market structure and trends, legal and regulatory framework and associated challenges.
Recent information concerning investment in the housing sector shows steady growth, in absolute terms and a percentage of total private investment & GDP. Private investment in housing and construction has more than doubled during the Fourth Five Year Plan period, from Tk 7 billion in 1989-1990 to Tk 15.89 billion in 1994-1995. During the first three years of the Fifth Five Year Plan period, the average investment in housing and construction was Tk 76.42 billion. The contribution of housing sector in the GDP is 14 percent (%) to 16 percent (%). As a share of total private investment, enterprising in housing and construction in the 1997-1998 to 1998-1999 accounted for 47.3 percent (%), which exceeded the target of 16.35 percent (%) for this period by far. The proportion of investment in housing and construction in the national GDP increased from 3.4 percent in fiscal year 1997 to 4.1 percent (%) in 1999.
The real estate sector is at present creating employment for about 1 million people who are directly or indirectly involved in the sector. According to the LFS, in 19992000, 2.1 per cent of the labor force was engaged in construction whereas for 19951996, the figure was 1.8 percent (%). These figures include workers engaged in brick chipping and working in delivery trucks to architects, engineers and entrepreneurs. Some 5,000 engineers and 6,000 management staffs are engaged in this sector.
The role of real estate business in the economy of Bangladesh is on the rise. At present, the real estate companies are facing huge competition regarding the increasing demand for housing in Bangladesh. To survive in this competition , the companies are following modern marketing strategies which include target marketing, market positioning for competitive advantages, selecting right competitive advantages, picking an over all positioning strategy and many more . In this report, we have taken four real estate companies and have tried to discuss about their features, evaluated their marketing policies and strategies, their comparative advantages and their role in the economy as far as only the apartment business is concerned.
Objectives
We have prepared the report for some definite purposes. Those purposes are photographed beneath as, To find out the marketing strategies of the sphere of Real Estate Business, To recommend specific measures in order to improve marketing strategies of those companies by analyzing the Strength, Weakness, Opportunities and Threats (SWOT) of those Companies, Comparing the policies of pricing and promoting of those companies to find out the differences, And, above all, to recognize which company is in the driving seat, who follows them and which of the companies possess and show the strength to overtake the leading ones.
Limitations