Marketing Report

Dwelling Trade : Demonstrating Market Strategy
Group # 07
Dwelling Trade : Demonstrating Market Strategy
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,
Tanveerullah Khan Adnan Roll- 11-113 Leader Group 07
............................
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.
Dwelling Trade: Demonstrating Marketing Strategy

Dwelling deserves more; from a primitive view-point, one of the fundamental rights housing, was nothing but an assurance of shelter. Along with the time, a movement has mutely been happening on the peoples mind that now catches the proper jingle to disclose itself as Comfortable & fashionable living. Every man wants to lead a comfortable life. So everybody prefers a dwelling place or shelter which will provide comfort as well as ensure safety. Due to advancement in technology, peoples concept of need have changed. The concept of housing is not only building houses with bricks, rods and cement anymore but also planning the interior and exterior decorations and facilities according to likings. Today a house means the one which has a healthy environment, facilitating spacious area within reasonable price. Companies that are the providers of such amenities to us are the Real estate ones. They ensure a healthy living place in the form of land, house & apartments.
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.
Origin of the report

This report, entitled Dwelling Trade: Demonstrating the Marketing Strategy, is prepared for Mrs. Nausheen Rahman, Associate Professor, Department of Finance, University of Dhaka. The report is being submitted to fulfill the partial requirements of the course Principles of Marketing, F-204. It will provide a brief perception about the market strategy of the Real Estate Companies of this region.
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
Lack of information due to the policy of the companies of keeping all the information confidential, Inadequate knowledge on contemporary marketing terms of the companys business representatives. Insufficient time due to the political instability and congested corporate schedule of the Real Estate firms, Financial problems due to the inability of the group members, Lack of knowledge about the Real Estate Business, 3
Insufficient published information and reluctance about providing those by the companies.
Methodology
Tabulation system - to describe the segmentation of the market and the bazaars targeted by the companies, Ordinal level of measurement - for the ranking of the companies as Market leader, market follower, market challenger and promising one, Maps - to illustrate the location of the products.
Acronyms
ADTL - Advanced Development Technologies Ltd. ADL - Assurance Development Ltd. DBL - DOM-INNO Builders Ltd. SEL - The Structural Engineers Ltd. TQM - Total Quality Management CSD - Customer Service Department R&D- Research and Development
Initial or Preliminary Workings

As we were assigned to deal with the marketing strategies for Real Estate Companies, we made some initial or preliminary workings for this report. To make our report thriving, attractive and informative we, the group members of group-07, shared our thoughts with each other. After sharing our thoughts we found some idea which we introduce in our report.
Knowing Information about Real Estate Business

We have limited knowledge on Real Estate Business. So, we applied all kind of work to know about Real Estate Business. For this, we read different types of article from different books. We discussed this with our senior brother and sister who know it very well. They helped us with the information what they actually know about it. To know information about Real Estate Business we must know about what the Real Estate Business is and what is the historical background of Real Estate Business in Bangladesh.
Real Estate History

The people of Bangladesh have introduced with Real Estate Business just about 40 or 50 years ago. A piece of land, including the air above it and the ground below it, and any buildings or structures on it is defined as real estate. According to the finance dictionary, Real Estate means the piece of land and all physical property related to it, including houses, fences, landscaping and all rights related to the air above and earth below the property. Now almost every people of Bangladesh are familiar with the name of Real Estate Business because of the rapid urbanization of the cities and metropolitan areas.
As globalization increases, the process of urbanization increases. The ever increasing urban population is creating an increasing demand for shelter. To meet the increasing demand for shelter the Government has taken various steps. But those steps were not fruitful. For this reason private sector came forward to help the people to meet up their demand for shelter.
Starting in the late 70s, the real estate development sector has become the indicator of the national economy in Bangladesh. In our country large scale Real Estate Business in private sector started gaining momentum from the beginning of 80s. It was initially started by some good entrepreneurs but gradually profit margin allured in a group of unscrupulous and notorious people. At the starting point, only five real estate firms provided services through mass marketing. Later in 1998, the numbers of
companies raised to 42 and up to 2004 there are approximately 250 companies engaged in this business.
The initial concept of real estate finance in Bangladesh evoked probably in the hand of Eastern Housing Limited by undertaking their first land development project for housing in Mirpur area of Dhaka city known as Pallabi Project. It was around 1950s. During 1970s apartment development got gross acclamation by the middle class city dwellers and by the late 1980s it was an established ordinary deal among all levels of income group. And at present, the concept of real estate is getting expanded not only around developing apartments but also model cities, shopping malls, major infrastructure, commercial set-up with elaborate view of high profit margin.
ABOUT
PREAMBLE Urbanization is an outcome of both population growth and rural-urban migration. As urbanization increases, more and more people are becoming city dwellers. Bangladesh is not any exception to that picture. The ever-increasing urban population is catering an increasing demand for shelter. The right of shelter is a fundamental right, which is ensured by both UN declaration and the constitution of Bangladesh. But it is very difficult on the part of the government of Bangladesh alone to ensure housing for all. Here comes the need of private sector real estate development. It is a recognized fact that the health of the Real Estate Development Sector is the barometer of the National economy. In Bangladesh Real Estate Business started in Dhaka in late seventies. During 1970s there were fewer than 5 companies engaged in this business. In 1988 there were 42 such developers working in Dhaka and now in 2004 there are about 250 companies engaged in this business.
FORMATION of REHAB With the number of companies increasing gradually, various problems concerning the housing sector cropped up requiring early solution. At this stage it was necessary to form trade association of the Real Estate developers to protect the overall interests of the sector. To strengthen the role of real estate sector Real Estate & Housing Association of Bangladesh was formed with only 11 members in 1991. The objective of REHAB was to promote formal private sector Real Estate Development in Bangladesh.
PRESENT PERFORMANCE REHAB is the only trade organization of Real Estate Developers with a current membership of 145 Developers. All major institutionalized Developers are members of this organization. REHAB is also the "A Class" member of the Federation of Bangladesh Chambers of Commerce and Industry (FBCCI). In the recent years REHAB has played a very significant role in nation building through Real Estate Development by its members. The members of REHAB contribute a large amount of revenue to the Government exchequer in terms of Registration Cost, Income Tax and Utility Service Charges. REHAB organizes its most colorful annual event REHAB Housing Fair each year in Bangladesh for the member developers, financial institutions and building material providers. It has already successfully completed three Housing Fairs during 2001, 2002 & 2003 at Dhaka Sheraton Hotel Complex. To foster the growth of Real Estate Sector REHAB plans to organize Housing Fair abroad for the Bangladeshi individuals who are living different countries of the World to buy apartment, land and commercial spaces in their home country. Accordingly, the first - ever Housing Fair abroad organized by REHAB on August 2004 at Quality Hotel Hempstead, 80 Clinton Street, New York, USA.
PROMISING REHAB MEMBERS:
1. ABC Real Estates Limited 2. A Aabash Moon Bangladesh 3. Advanced Development Technologies Ltd. 4. Anna Corporation (Bd) Ltd. 5. Amin Mohammad Group 6. ANZ Properties Limited 7. ASSURANCE Developments Limited 8. Bangladesh Development Company Ltd. (Bdc) 9. Concord Real Estate & Building Products Ltd. 10. Dom-Inno Builders Ltd. 11. East West Property Development (Pvt.) Ltd. 12. Ena Properties Ltd. 13. Family Living Ltd. 14. Gawsia Development Limited 15. Globe Construction Limited 16. Hi - Tech Associates Ltd. 17. Japan Garden City Ltd. 18. Kashba Housing Private Ltd. 19. Metro Makers & Developers Ltd. 20. The Structural Engineers Ltd. 21. Navana Real Estate Ltd 22. Rupayan Real Estate Ltd. 23. Sagufta City Developers Ltd. 24. Sheltech (Pvt.) Ltd. 25. Suvastu Development Limited .
Gathering Information about Promising Real Estate Company

By analyzing the REHAB members lists and different sorts of information from various sources we get some identical information about the promising companies of real estate business. We use the modern technologies as well as the public opinion to
collect the information. The process of collecting raw data about the promising companies involved web searching and public survey.
WEB SEARCHING
Web searching is always an excellent option for collecting information. By using such an informative tool any analysis or report can be benefited because of its huge collection and hastiness. Thats why we explore internet and assemble all possible information from webs about promising REHAB members. To do the same we look for Rehabs all available links. Mainly, www.rehabhousing.com gives us all paths to seek our essential information. We also explore each companys URL and gather as much information as required. Moreover, we use Google search engine to serve our information gathering purpose.
PUBLIC SURVEY
Survey can be a very effective method for congregating, scrutinizing and interpreting information in a particular field. Decision making is lot easier when surveys give us some concrete findings. We as well has surveyed on two categories such as existing and new customers of Real Estate Business. Our survey objective is to find 10 best companies out of 25. Our survey results are as follows:
Customers opinion No Company Name Satisfied Dissatisfied No comments 1 2 Abc Real Estates Limited A Aabash Moon Bangladesh 3 Advanced Development Technologies Ltd. 4 Anna Corporation (Bd) Ltd. 28% 57% 15% 83% 11% 6% 44% 32% 32% 11% 24% 57%
5 6 7
Amin Mohammad Group Anz Properties Limited Assurance Developments Limited
50% 20% 59%
33% 20% 22%
17% 60% 19%
Bangladesh Development Company Ltd. (Bdc)
30%
15%
55%
Concord Real Estate & Building Products Ltd.
30%
40%
30%
10 11
Dom-Inno Builders Ltd. East West Property Development (Pvt.) Ltd.
67% 26%
4% 50%
29% 24%
12 13 14
Ena Properties Ltd. Family Living Ltd. Gawsia Development Limited
30% 39% 36%
26% 11% 22%
44% 50% 42%
15
Globe Construction Limited
54%
40%
6%
16 17 18
Hi Tech Associates Ltd. Japan Garden City Ltd. Kashba Housing Private Ltd.
38% 30% 27%
17% 23% 28%
45% 47% 45%
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Metro Makers & Developers Ltd.
33%
17%
50%
20
The Structural Engineers Ltd.
72%
9%
19%
21
Navana Real Estate Ltd .
55%
33%
12%
23 24
Jamuna Builders Ltd Concord Real Estate & Building Products Ltd.
53% 50%
27% 13%
20% 37%
25
Sky View Foundation
69%
9%
22%
10
After completion of our survey we selected 10 companies from 25 companies on the basis of peoples opinion. Those 10 Real Estate Companies are:
1. Advanced Development Technologies Ltd. 2. Amin Mohammad Group 3. Globe Construction Limited 4. The Structural Engineers Ltd. 5. Concord Real Estate & Building Products Ltd. 6. Navana Real Estate Ltd. 7. Jamuna Builders Ltd 8. Dom-Inno Builders Ltd. 9. Sky View Foundation 10. Assurance Developments Limited
From these ten Real Estate companies we selected four companies which provided us huge information to work with. These four are: - Advanced Development Technologies Ltd. - The Structural Engineers Ltd. - DOM-INNO Builders Ltd. - Assurance Development Ltd.
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Advanced Development Technologies Ltd.

For a Beautiful Tomorrow
ADVANCED DEVELOPMENT TECHNOLOGIES

1994, the year, our country was introduced to a new way of witnessing the realm of housing with the name of Advanced Development Technologies Ltd. They came to the empire of real estate business with the target of providing modernized & sophisticated way of living. They had made a mark in the very first year of its emergence with leaping to prominence as one of the leading real estate developers and first-growing construction companies; specialize in developing luxury apartment complexes in the prime locations of the city and in manufacturing quality concrete products which have earned them the distinguished stature they enjoy today.
Advanced Development Technologies Ltd is one of the leading real estate companies in Bangladesh.. Advanced is also an active member of REHAB. The overseas Corporate & Liaison Office in Bangladesh of Bangladesh-British Chamber of Commerce (BBCC)-UK was established in 2001 at the Corporate Head Office building of Advanced Development Technologies at Dhaka. With formal inauguration recently, Advanced is now known as Chamber's Regional Head quarter in Bangladesh while its Chairman has been appointed the First ever Regional President Bangladesh.
Advanced Development Technologies Ltd. has become a trusted name in the real estate sector in Bangladesh. From its very inception, the company has won the confidence and goodwill of its client's achieving a yearly turnover of taka 600 million with a compound growth of sixty percent. Within a short span of time, Advanced has grown into a renowned and dependable organization, building elegant, aesthetically pleasing structures that grace Dhaka's finest neighborhoods. Embarking on business diversification program, ADTL is operating the most modern fully automatic concrete batching plant with latest technology from UK and Germany, producing high strength and quality concrete to cater to the existing demand of the construction sector.
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Mission & Vision

Attuned to the rhythms of tomorrow ADTL have some humbly launched it journey to reach to its noble vision to ensure a new standard of living for all and thus the slogan it set For a beautiful tomorrow turns justified while it enormously helps people make pro-nourished dream come true.
ADTLs mission is to build beautiful homes keeping pace with changes in tastes and needs of modern lifestyle. Combining practically with aesthetic qualities, ADTL constantly strives to maintain the confidence of its valued clients.
Using innovative entrepreneurial approaches, its vision is to play a major role to help resolve the housing problem thereby improving the quality of life of the people of Bangladesh and ultimately become the market leader in Real Estate Business.
Objectives & Issues

Utmost priority is given to ensure quality of building materials and finishing products to have the longest durability as well as customers hearty gratification. ADTLs goal is to achieve business excellence through quality. To support their mission statement they set some objectives in terms of their department. They are:
ADMINISTRATION AND LOGISTIC To ensure security and to repair maintenance facilities of the apartments built. ACCOUNTING AND FINANCE To reckon accurate costing of the ongoing projects and to make financial judgments about the upcoming projects.
ENGINEERING AND DESIGNING To coordinate architectural, structural and electrical designs for making a complete structure.
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MARKETING To make some vocal efforts for gaining proper response from the customers.
CUSTOMER SERVICE To sustain profitable relationship with customers and to convey their wants to the company.
Attainment & Promises

ADTL successfully walked all the way to reach their glorious life span of 12 years. They till now has undertaken about 100 luxury apartments projects, offering wide range of size and option keeping pace with modern tastes. Of them, 70 projects have already been accomplished and handed over in the nick of time, while ongoing about 30 projects including multistoried buildings are at different stages of construction. Setting the distinction in this sector by elegant and aesthetic pleasing structures that grace Dhakas posh vicinity, it has demonstrated sheer innovation and development drive in every project. Many more luxury and high rise apartment projects are in the offering. ADTL attainted a compound growth of over 60% in terms of its yearly turnover.
ADTL uses the highest quality building materials and finishing products to ensure durability and customer satisfaction ADTL's main concentration has been in the prime, attractive locations of Gulshan, Banani, Baridhara, Dhanmondi and Uttara of Dhaka city, the emphasis being on sound construction and aesthetic design. In addition, ADTL has tried to provide accommodations suitable for small families while creating scope for development of residential lands in the vicinity of the capital city. Efforts are underway to cater to the needs of clients in every market segment. The success of such a large construction company requires specialized labors and highly qualified professional backup and Advanced has developed a strong team of such highly skilled, experienced professionals to work under its competent management. The company currently has fore hundred employees working, most of them being very qualified and experienced in their respective fields.
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Market Vista
ADTL mainly adopts the marketing and societal marketing concept and tries to run their business by mixing those concepts. They are not totally customer driven company but they have a reputation of being customer friendly organization.
ADTL views marketing as gardening not as hunting. Instead of product-centered make and sell philosophy, they follow the customer-centered sense and response philosophy. To do the same they always make a weekly survey on their customers. There is an incredible coordination between marketing department and customer satisfaction department. So, all the survey results convey important information for future decision through a straight channel from customer satisfaction department to marketing department. As achieving organizational goals depends on knowing the needs and wants of the target markets and delivering the desired satisfactions better than competitors do, ADTL often survey on their competitors and make some adjustments to their strategic planning. Their market vista takes an outside-in perspective. It can be figured as follows:
Market
customer integrated Needs marketing
Profits through Customer Satisfaction
Their marketing concepts start with a well-defined market, focus on customer needs, and integrate all the marketing activities that affect customers. It turn, it yiel63ds profits by creating long term customer relationships based on customer value and satisfaction. ADTL esteems the societal marketing concept also and their credo stresses honesty, integrity, and putting people before profits. They sense, serve, and satisfy individual short-term wants as well as do what is best for customers and society in the long run.
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Marketing Tools for Developing Marketing Mix
One of the major concepts in modern marketing is marketing mix. Marketing mix is nothing but a set of controllable tactical marketing tools- Product, Price, Place and Promotion, popularly known as Four Ps, which the firm blends to produce the response it wants in the target market. Now we discuss these four Ps one by one.
PRODUCT Product is the combination of the goods and services that the company offers to the target market. Currently ADTLs product is its apartment. ADTL makes its products in a way that attract its customer. While making projects, it ensures variety, quality, design, good services of the apartments. It makes its apartments or products mainly for upper class, upper-middle class and middle-class people.
PROJECT LOCATIONS GULSHAN DHANMONDI BARIDHARA BANANI UTTARA MIDTOWN MIRPUR SAVAR MOHAKHALI MERUL BADDA Total COMPLETED 31 13 7 5 11 3 0 0 0 0 70 ONGOING 5 1 0 1 5 10 1 0 0 0 23 UPCOM ING 0 0 1 0 0 0 0 1 1 1 4
16
16
Uttara
6 36
14
Figure: Project Location (
PRICE Special pricing policy of ADTL set the standards for the pricing of its apartments and flats, which shows a divergence from location to location. To identify the market price, they always conduct market survey before launching every venture. While pricing the apartments, it considers two factors as follows: Inside factors: Total cost of the project Total cost of raw materials 17
Total transportation cost Expected profit Outside factors: Probable customers income level Customers choice Housing style of a Particular place Governmental interference
Considering all above factors, finally ADTL fixes its flat-prices on a location basis and then offers those prices to the general public. If the customers give their payments before the scheduled time, they are given some discount by the company.
PLACE
ADTL always tries to make its products available for its target customers. It tries to make its products as convenient as possible. To make its projects available to the customers it selects its project-locations in accordance with the target marketing and market positioning strategies of the company. For this, it selects its locations in the prime zones of Dhaka city like Dhanmondi, Gulshan, Baridhara, Uttara, Banani etc.
PROMOTION
ADTL runs promotional activities to promote or introduce its products. Advertising, sales promotion and public relations are the promotional activities done by ADTL. ADTL prefer print media to advertise it flats. Its advertisements mediums are newspapers and bill-boards.
Marketing Analysis
Managing the marketing function begins with a complete analysis of the companys situation. The company must analyze its markets and marketing environment to find attractive opportunities and avoid environmental threats. It must analyze company strengths and weaknesses as well as current and possible marketing actions to 18
determine which opportunities it can best pursue. Vital findings from analyzing the current market situation of ADTL can be illustrated as follows:
STRENGTH
In case of analyzing the strengths, we can get, 1. Excellence in developing the quality product of the company for providing the maximum satisfaction to the customers, 2. Diversity in design of the products and multiplicity in case of choosing the location of the those, 3. Delivering wide range of variations while offering the sizes of the apartments, 4. Responding according to the different tastes of the customers, while sizing and pricing the apartments, ADTL is now targeting the middle-class portion of the society by offering new arrays.
OPPORTUNITY
1. In case of the expansion of the radius of the projects, ADTL have the opportunity to provide themselves the gigantic intact portion in the northern part of Dhaka city, 2. In the opposite direction, the Southern part of our capital city leaves so much vicinity to deliver different types of products to the customers according to their choice, 3. Using the market value of the view of river Turag and Buriganga, ADTL have the option to launch river-view model towns in either direction of the city of Dhaka, 4. Offering new package of simplex and duplex in the form of villa with veranda.
WEAKNESS
1. Due to pricing policy of ADTL, some of its projects perform less than expected, 2. Decentralized planning kills too much time in case of any major decision,
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3. Existing customer can switch their further investment to another company because of not having any special offers.
THREATS
1. ADTLs attitude of solely concentrating on the apartment & commercial space business and not bearing in mind any plan to expand the sectors in near future may backfire as the competitors are investing in different areas like land or model town business,
2. The policy of not taking new measures to attract the customers while thinking buyers would automatically be attracted at the product might just end up resulting a major loss in the perspective of the market share in future,
3. Contradictory system of management may result in a fracture inside the company and producing another rival firm which happened in past when back in 2000 Asset Developments & Holdings Ltd. was formed by the members who had abandoned ADTL.
MARKET PLANNING
Market planning shapes the marketing strategies. It is a vital element for all organization. Without it no organization can be successful in their respective fields. Specially, in development business like Real Estate requires a sound planning in every arena of its works. ADTL emphasizes more on short-term strategic planning than annual plan and long range plan. Planning method of ADTL developments Ltd implies that it is dynamic in nature.
MARKET SEGMENTATION
There are many types of products in the market. The marketer has to determine which segments offer the best opportunity for achieving company objectives. Consumer of the product can be grouped and served in various ways based on geographic, 20
demographic, psychographic and behavioral factors. ADTL prefers geographic factors while segmenting market. For this they segment the market by area. Gulshan, Bonani, Dhanmondi, Baridhara are its segmented area. They also segment their market based on the classes of consumers: upper class, upper-middle class and middle class.
Target Market
Target marketing occupies assessing each market segments attractiveness and selecting one or more segments to enter. Basically, at the beginning of the project, a company only selects single segment. If it succeed in that segment, than it goes to another segment or add another segment. Advanced Development Companys target market was first upper class. After that, it adds upper-middle class segment and finally, it adds middle class in their planning. By targeting, it makes its products to fulfill the demand of the consumers of that specific segment.
Market Positioning
Market positioning is organizing for a product to absorb a clear, typical and pleasing place relative to competing products in the minds of target consumers. If the product is supposed to be exactly like others on the market, the consumer would have no reason to buy it. ADTL creates its position in the market by offering quality product and variable product in the market. It tries to finish its projects much faster and with good quality which gives it an edge over its competitors. It creates brand image among upper class people.
GROWTH
For an organization growth strategy is very significant. In this process some companies even include customers and suppliers. Companies need growth if they are to compare more effectively, satisfy their stakeholders, and attract top talent. But the firm should bear in mind that not to make growth itself an objective. The companys objective must be profitable growth. 21
It is the duty of market department for achieving profitable growth for the company. This department must identify, evaluate, and select market opportunities and lay down strategies for capturing them. The product/market expansion grid is one useful device for identifying growth opportunities.
This expansion grid is divided into four parts- market penetration, product development, market development and diversification.
Existing Products Existing Products New Markets Market Penetration Market Development
New Products Product Development Diversification
Figure: The product / market expansion grid
Market penetration is a strategy for company growth by increasing sales of current products to current market segments without changing the product.
Market development is a strategy for company growth by identifying and developing new market segments for current company products.
Product development is a strategy for company growth by offering modified or new products to current market segments.
The strategy of starting up or acquiring businesses outside the companys current products and markets is the way of growth which is defined as diversification.
At the very establishment stage of Advanced Development Technologies Ltd., the company targeted the market of real estate business which at that time back in 1994 was an existed market to aim at. ADTL didnt actually try to offer that much of variety in their products and they followed the foot steps of their pre-ancestors by
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producing the apartment only for the higher-class segment of the society. They offered the apartments consisting huge area and building them only the apex areas (Gulshan, Dhanmondi, Banani, Baridhara) of the city of Dhaka. Along with those attributes, it is not that much hard to imagine that those apartments were too much expensive to procure. This policy of the penetration of the market remained successful till a stage. But after almost five years of starting their business, ADTL realized that it is the middle-class portion of the society, which holds the greater percentage of the potential market of real estate business. It was that apprehension which made ADTL to pursue a new and different way of the growth of their business.
While concentrating on the growth of the business of the company, in the secondary stage, ADTL targeted the prospect held by the middle-class segment of the society. Focusing upon this, they considered to offer a whole new range of products visibly with incongruent characteristics. They mainly altered the aspects of their products in three areas. Those were, I. Location of the structures, II. Area of each floor and III. Pricing of the apartments.
These resultants made them targeting the newer parts of Dhaka city and outside of it. They mainly targeted the areas of mid-town like Shyamoli, Shidheshwari, Mirpur. Outside of the town, they considered expanding their projects in the northern portion outside of Dhaka city. They initially undertook plans of expansion in the Savar area.
Considering and examining all of those probabilities, ADTL started their first project of the following grade in the year of 1999 at shidheswari. This way, by offering the products with the attributes of sheer contrast from the past, ADTL presented new products to the new segment of the market. Essentially, they diversified their style of business to get hold of a greater percentage of the real estate market.
Thus, while starting business & entering the market of real estate, Advanced Development Technologies Ltd. pursue the way of market penetration and followed that with the technique of diversification to focus on expanding their industry.
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Downsizing
Downsizing is a business-term that referred to as reducing business portfolio by eliminating products or business units that are not profitable or that no longer fit the companys overall strategy. All company should take a cautious look at their portfolios and get ready to think about downsizing the worse projects. There are many reasons that a firm might want to abandon products and markets. Such as:
The market environment might change, making some of the companys
products and markets less profitable, This might take place during an economic recession or when strong competitor
opens next door, The firm may have grown too fast or entered areas where it lacks experience, This might happen when a firm enters too many foreign markets without the
proper research, This may occur when a company introduces new products that dont offer
superior customer value, Finally, some products or business units just age and die.
In Bangladesh, the market environment of Real Estate Business is full of caution, concentration, and calculation. Real estate companies prefer thinking before doing. So they run streams of surveys and then use the findings to measure the profitability of their upcoming projects. Moreover, our market economy is not a dynamic one. So, prominent housing company like ADTL pays little attention towards downsizing strategy. ADTL also has the credit not to abandon any projects in the middle of it.
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The Structural Engineers Ltd.

Quality Comes First, Profit Is Its Logical Sequence
THE STRUCTURAL ENGINEERS LTD.

Possessing an assortment of tranquility & stability, The Structural Engineers Ltd. (SEL) emerged on the scene of Real Estate Business almost twenty three years back. Established as a proprietary concern by Engineer Md. Abdul Awal, a graduate civil engineer of BUET as the proprietor, the firm, subsequently was converted into a private limited company in February, 1987. After inception of the company, it started making significant contributions largely in the field of civil engineering & gathered wider experience by completing diverse structures including Residential & Office Buildings, Cold Storages, Hospital Buildings, Cyclone Shelters, Sub-station Buildings, Bridges etc. The company believes in the Japanese philosophy, "Quality comes first, profit is its logical sequence" and gives prior importance to the maintenance of time schedule & quality of mechanism.
The Managing Director, Director & Senior Executives of the company have received overseas training on Quality Management through AOTS, Japan. The company has its own architectural & structural design sections & uses Computer Aided Design (CAD) & STAAD software for structural design. The company practices Total Quality Management through the TQM department at its work places & has occupied a management consultant for imparting training to its work force on TQM. Banking on the reputations earned in the construction sector, the company vigorously entered into the Real Estate Business in 1995. Now they have quite a number of projects at posh areas of Dhaka city with many satisfied clients for their incomparable quality. At SEL, it is quality, which is considered as the key to success & survival.
Mission & Vision

Creating quality apartments & commercial complexes at a competitive price for ultimate contentment of customers is its main mission. Having a product-oriented mission, SEL primarily focuses on making all its projects as lucrative one as well as building a viaduct of trust with customers by resolving their housing problem. 25
Leader in constructing high quality buildings- Quality comes first, profit its logical sequence is its vision.
Objectives & Issues

SELs objectives for different states are, 1) To plan carry out marketing sale of apartments/office space/shops etc. 2) To advertise product for marketing 3) To ensure customer requirements are addressed 4) To sell flats/office space/shop etc. at competitive price within shortest possible time. 5) To increase the market shares in Real estate Business in Dhaka by following a symmetric approach to market promotion 6) To collect of all payments within the scheduled time.

Banking on its reputation in the construction sector, the company entered into real state business in 1995 and has completed thirty seven apartment projects, where all the customers are enjoying their living with utmost satisfaction. It has now nineteen on-going apartment projects in Dhaka. The company existence has been strengthened by the confidence and trust put on its satisfied clients. They have born to build to provide quality apartment projects by maintaining a good customer relationship so in future they will protect their commitment along with attaining their goals and delivering services as they promised.
Market Vista
SELs overall vision supports its strategy of mixing two admired concepts: selling and marketing concept. Sometimes they follow selling concept to capture immediate opportunities. Usually, societal marketing concept gets the prior attention while marketing strategies of SEL are planned.
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So they promised to Offer their clients such products that are most available and highly profitable. Deliver their clients such products that offer most quality, gives best performance and hold highly affordable features. Impose their best effort in continuous improvement of their projects and offers. Attaining their overall goal by determining the needs and wants of their clients and delivering the desired satisfaction more effectively and efficiently than do the competitors. Run the business by maintaining and improving the clients and societys wellbeing.
Marketing mix is a popular concept of strategy. There are several strong marketing tools that guide the process of developing marketing mix. 4 Ps are basically the marketing tools. SEL as one of the promising Real Estate Business follows the use of 4 Ps that are given below: PRODUCT The combination of goods and services the company offers to the target market is called product. The Real Estate companies product is its apartment. Some Real Estate companies also use land and commercial as product. Features: 1. Buildings are designed by professional architects. 2. High customary construction material is used. 3. Good and attractive design is used for making apartments. 4. All sides are opened in most of their apartments.
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PROJECT LOCATIONS Gulshan Dhanmondi Banani Mohammadpur Uttara Lalmatia Purana PALTON Pallabi Kalabagan Tollabagh Segun Bagicha Mirpur Mohakhali Eskaton Azimpur Malibagh Karwan Bazar Tejgaon Total
COMPLETED 5 13 2 4 1 4 1 2 3 1 1 0 0 0 0 0 0 0 37
ONGOING 1 3 1 0 1 0 0 0 0 0 1 1 0 0 0 0 1 1 10
UPCOMING 0 0 0 0 1 0 0 0 0 0 0 2 1 1 1 1 0 0 7
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PRICE Price is an important factor for Real State companies because there are lots of competitors in this business. So while pricing their product SEL consider both inside factors such as total expense, profit etc. and out side factors such as suppliers, customers society etc. PROMOTION By taking help form the promotional activities SEL persuade target customers to buy their products. For promoting their product they use advertisement, personal selling, sales promotion and public relationship. PLACE Place includes company activities that make the product available to target customers. While selecting their place for products they make sure that their place is in a convenient location. They select place according to their target customers.
Market Analysis
Recent market situations are to be considered thoroughly to be acquainted with the competitive strategies. Before setting the marketing strategy, like all other Real Estate Business, SEL also tries to obtain the appropriate information from reliable sources. Gathering all required information, we can attach these facts to SWOT that illustrates below: STRENGTH 1. Delivering wide range of variations while offering the sizes of the apartments 2. Covering a wide area from the northern side to the southern side. 3. Maintaining a stable growth over a number of years. 4. To acquire more support from the staffs decentralized planning is preferred most.
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WEAKNESS 1. Adopting short-term strategy a certain problem occurs because of their annual (stable) planning method. 2. While constructing marketing strategies they only consider their inside factors and ignores out side factors. 3. Not having any research and development department. OPPORTUNITIES 1. Have the option to start building small apartments out side the Dhaka city. 2. Good chance of expanding their product location because of their geographic market segmentation. THREATS 1. New Real Estate Companies offering good qualities and comparatively low price. 2. Increased price of housing materials and political influence can be immense peril for them.
3. The policy of targeting only the existing market to grow the business may end up
losing market share it will not create any new market to leave a back up plan.
Market Planning
Most of their plans are Annual. Depending on their annual planning most operations in the company is going on. Sometimes changes take place if necessary.
Market Segmentation
SEL generally segment its market on the basis of customer buying behaviors and location. For SEL customers who choose the biggest and comfortable apartment regardless of price make up is one market segment. Customers who care mainly about price and operating are another market segment. It is very difficult to make same apartment for the both market segment so they focus their effort on making apartment
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in different location. So it can be said that SEL serve its customer on the basis of geography.
Target Marketing
By evaluating the segmentation of the market they enter mainly two groups of customer. It provides its apartment for upper class and upper middle class people. In future it might be choose middle class people as its target market.
Market Positioning
Market Positioning is one of the key elements for market planning. After segmenting and targeting the market, the marketer offers greater value to target customer to gain competitive advantages. It is the process of arranging for a product to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target customer. SEL also use some techniques to gain competitive advantage on their target market which are upper class and upper-middle class customer. They differentiate their product very transparently so that the customer can know about their products.
Growth
SEL was not a real estate company while it was established in 1977. At the very begging of its establishment it was the property of Engr. Md. Abdul Awal. But after conversion of private limited company in 1984 they came into the real estate business. They do not offer very much variety of products for the customer rather than quality. They believe in Quality comes first; Profit is its logical sequence. At the primary stage of establishment SEL offer its apartment in the peak area of Dhaka city like Dhanmodi, Banani, Gulshan etc. but now SEL offer its apartment in different area of Dhaka city ( Mirpur, Mohakhali, Azimpur etc.). So we can say that they follow the Market Development strategy for growth. The Market Development strategy involves in new market and existing product for growth. They want to increase their market share in real estate business by following a systematic market promotion. For market promotion they advertise about their 32
product in newspaper and give rebet to the customer. They also try to collect payment from the customer within the payable time.
Downsizing
Because of the frequent risky ness and other variables exists in the real estate business in Bangladesh every real estate business company is very aware of their business portfolio. SEL also pays a close look at their current business portfolio. Moreover they converted themselves as a real estate company from Construction Company. SEL claim that they are very successful to abandon their previous portfolio and they have earned a lot of experiences which are seem subsequently useful at their real estate business. For their business policy they do not give such information to other related to the strategy for downsizing. They came to the apartment sector by leaving out the land sector which is known as downsizing.
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DOM-INNO Builders Ltd.

Where Home is an Inspiration
DOM-INNO Builders Ltd.

Born at the peak, carrying enormous challenges and hardly any like DOM-INNO Builders Ltd. could live up to it by doing just a little more to the customers. From the establishment year, 2002, it has been maturing itself as one of the chief mentors of the housing solution for people in urban region. DOM-INNO Builders Ltd. is now one of the most promising real estate companies in Bangladesh. It principally concentrates on developing exclusive apartment complexes in key spots of Dhaka city. Parallel to these field-based works, DOM-INNO Builders Ltd. is also an active member of Real Estate & Housing Association of Bangladesh (REHAB) since 2002. Within a short span of time, DOM-INNO has become a well-renowned and dependable organization, building elegant, aesthetically pleasing structures that grace the finest neighborhoods of the city of Dhaka. DOM-INNO uses the highest quality building materials and finishing products to ensure durability and customer satisfaction. Their main concentration is at the prime and attractive locations of Banani, Baridhara, Dhanmondi, Uttara and Mid Town of Dhaka city with the emphasis being on sound construction and apex aesthetic design. In addition, DOM-INNO has tried to provide accommodations suitable for small families while creating scope for development of residential lands in the vicinity of the capital city. Efforts are underway to gratify the needs of the clients in every market segment. The success of such a large construction company requires specialized labors and highly qualified professional backup and DOM-INNO has developed a strong team of such highly skilled, experienced professionals to work under its competent management. The company currently has four hundred employees working, most of them being very qualified and experienced in their respective fields.
Mission
Presenting the home of people as an inspiration by providing best quality product and by maintaining good customer relationship is the focal maxim of DOM-INNO. Their
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mission is product oriented and they mainly emphasize on customer satisfaction. They always tried to convince the customers by offering them the most attractive product. The emphasis is always on sound construction and aesthetic design.
Objectives & Issues

To prop up their mission statement DOM-INNO has some clear and typical goals. They are like so: Ensuring the security of the residents living in apartment building. Providing repair maintenance facilities such as plumbing and prompt troubleshooting. Ensuring that the apartments are in good condition by providing permanent maintenance. Offering the best quality product against minimum cost. Giving personal attention to each client and taking effective action. Creating friendly atmosphere for the client who can make purchase decisions at his/her pace without feeling pressurized. Developing house design team for architectural, structural, planning & electrical design. Providing personnel with many senior level professionals, engineers, architects and trained planners for Quality Control, Monitoring & Evaluation and Construction management.

Dom-Inno employs the highest quality construction materials and making durable and satisfactory products to the market. DOM-INNO's main concentration has been in the major & attractive locations of Banani, Baridhara, Dhanmondi Uttara and Mid-Town of Dhaka city and they are developing some exquisite projects in accordance with their targets. Dom-Inno has tried to offer accommodations suitable for small families while creating scope for development of residential lands in the vicinity of the capital city. Efforts are underway to deliver to the needs of clients in every market segment.
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Market Vista
Offering the clients the most available and highly profitable products. Delivering the clients with products that offer most quality, performance and features. Devoting energy for making continuous improvements to provide best products. Achieving the overall goal by determining the needs and wants of clients and delivering the desired satisfaction more effectively than do the competitors. Running the business in a way that helps to maintain and improve the clients and societys wellbeing. Their goals depend on knowing the needs and wants of target markets and delivering the desired satisfaction better than the competitor do. Consumer focus and value are the paths to sales and profits. So their overall goal starts from a well defined market, focuses on their client needs and integrate all the marketing activities that affect their clients and above all they yields profits by creating long-term customer relationship based on their client value and satisfaction. Sometimes defining the goal involves researching the current clients to learn about their need and wants, gathering new project ideas and testing proposed project improvements. They also deliver the superior value by considering clients short term wants and long term welfare as they have to maintain good customer relationship.

Every company uses marketing mix as one of the major modern concepts of marketing strategy. Here, the popular four Ps act as the active marketing tools and they are:
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PRODUCT Attractive flats and lucrative apartments at different locations are the main products offered by DOM-INNO builders Ltd.
PROJECT LOCATIONS Gulshan Dhanmondi Banani Mohammadpur Uttara Lalmatia Purana PALTON New D.O.H.S. Malibagh New Eskaton Segun Bagicha Total COMPLETED 0 2 1 2 4 1 0 2 0 1 0 13 ONGOING 1 10 7 1 4 4 3 1 9 3 1 45 UPCOM ING 0 4 0 0 1 1 0 0 0 1 0 7
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Uttara
8 1
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FEATURES & AMENITIES 1. Buildings are planned and designed by professional Architects and structural design Engineers. 2. For all service connections and disposals (sewerage, solid waste, etc.) British/American/BNBC building codes will be followed. 3. Structural design parameters will be based of American Concrete Institute (ACI) and American Standards of Testing Materials (ASTM) and BNBC codes. 38
4. Sub-soil investigation and soil composition will be analyzed from laboratory. 5. Building will be comprised of reinforced cement concrete (R.C.C) foundation, column, beam and slab considering systematic and wind effect with modern design concept. 6. Comprehensive checking and testing of all steel reinforcement will be conducted by professional design and supervising engineers. 7. All structural materials including steel (60 grade deformed / tore steel bar), cement (Scan, Cemex, Holcim, King Brand, SKS etc.), bricks (1St class), Sylhet sand, etc, will be of highest available standard. 8. For concrete works to give crushing strengths of 2500 psi to 4000 psi (cyl.test) at 28 days depending on concrete ratio & design.
PRICE
Products means goods-and-services combination the company offers to target market. They fixed their price according to the location. Prices differ from location to location. Projects in the major locations are very much expensive. Moreover, for whom projects being offered is also a parameter of pricing policy of DOM-INNO.
PLACE
Place includes company activities that make the product available to target customers. While taking any projects they consider many factors like- target markets, transportation system, materials availability, land arrangement etc. They mainly run their projects at Banani, Baridhara, Dhanmondi Uttara and Mid Town of Dhaka city. Moreover, they have many ongoing projects at Gulshan, Mohammadpur, Monipiripara, Nakhalpara, Rampura, Lalmatia, Wari, Kalabagan, R.K. Mission Road, Paltan, Uttara, Shegunbagicha, and Dhanmondi etc.
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PROMOTION
Promotion means activities that communicate the merits of the product and persuade target customers to buy that. As companys main focus is on customer satisfaction by offering best products so they need not to perform very much promotional activities. They believe on the sense that a good product will be sold by itself. Most common media for any kind of promotional involvement is the Daily Newspapers and a little is in the internet. They provide many special schemes for their clients.100%, 50% or 20% booking money is allowed to take generally.
Market Analysis
Current market analysis helps to set strategic planning for the company at different stages. Market can be analyzed through a general proposition rule known as SWOT analysis. Information on recent market situation of DOM-INNO is put in that proposition below:
STRENGTHS
1. Used different design for different apartments. 2. Built 2 storied building less than a year and a half. 3. Has a fabulous Customer Care Service Office. 4. In case of planning for further business expansion and growth, DOM-INNO adopts strategic policies with some flexible options which provides a huge probability of success even in a hostile political or social atmosphere.
WEAKNESS
1. As they follow a centralized planning method, there is more chance of employee discontent. 2. They invest a lot of project at a time, so they have to consider a lot more risk than others.
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THREATS
1. Centralized policy of planning could result creating a very much stiff and rigid future plan which has a chance of hampering the growth as a consequence of this, 2. The policy of targeting only the existing market to grow the business may result losing market share as it will not create any new market to leave a plan B, 3. DOM-INNOs attitude of focusing only on the apartment business and not bearing in mind any plan to expand the sectors further may boomerang as the rival companies tend to invest in different areas like land or model town business, OPPORTUNITIES 1. Increased price of housing materials and political influence can be immense peril for them.
2. The policy of targeting only the existing market to grow the business may end up
losing market share it will not create any new market to leave a back up plan.
Market Planning
Dom-inno is more of an aged type of thinking in case of planning their strategies. They follow a centralized form of planning to initiate their projects. Market can easily be expanded by Dom-INNO if they consider following a new version of setting plan such as decentralized, decentralized and democratic planning.
Market Segmentation
Dom-Inno uses the highest quality building materials and finishing products to ensure durability and customer satisfaction. Dom-Inno's main concentration has been in the prime, attractive locations of Banani, Baridhara, Dhanmondi, Uttara and Mid Town of Dhaka city, the emphasis being on sound construction and aesthetic design. In addition, Dom-Inno has tried to provide accommodations suitable for small families while creating scope for development of residential lands in the vicinity of the capital city. Efforts are underway to cater to the needs of clients in every market segment. 41
Dom-Inno follows the both geographic and demographic factors for market segmentation. They normally want to build the apartment on attractive location considering the family size. Now- a -days they concentrate on building new apartment in Mid Town of Dhaka city and small family.
Target marketing
DOM-INNOs focus is basically on geographical and demographic segmentation. They focus on culture, family, income, and gender factors in order to design their products and selecting their market segments. Their target market in capital city is the attractive apartment markets of the higher middle class, middle class. They offer negotiable prices to serve their target customers and designs separate offers for each.
Market Positioning
In case of positioning a product DOM-INNO at first put their emphasis on identifying the possible competitive advantages. Here they not only offer products at lower prices but also provide good quality products and providing more benefit and product features. Their positioning strategy is based on a slogan which has formed from their starting of the business and still is working on that is;
Growth
For identifying growth opportunities they use portfolio planning tool like market expansion grid. Their focus is mainly on product development while making decision for growth and expansion. That is offering a new project in current market segment. So they are more concern about offering their clients a new view of their projects within the same market segments. So, they highly emphasized on continuous project improvements.
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Downsizing
Downsizing refers to reduce the business portfolio by eliminating projects that are not profitable or no longer fit the companys overall strategies. They have always research developments of current and upcoming projects. So there is no chance of failing any of their missions or even facing any kind of loss in any projects. Thats why most of the time they have no need of any downsizing strategies to follow. They always tried to continue their ongoing projects even though any loss occurs. But exception is that if there is any problem they tend to downsize.
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Assurance Developments Ltd.

Assurance of Home & Family
ASSURANCE DEVELOPMENTS LTD.
Assurance Developments Ltd., a sister concern of Moni group, is an emerging enterprise that not only meets the standard of todays advancing technology but also exceeds them. Assurance stands for much more than excellence in housing sector; it represents a wide range of experience and affirms the grasp of the concepts in building most modern apartments. It is established in 2003. Within 3 years of its working it has attracted a great number of peoples attention.
Assurance Developments Ltd is pledged to the mission of materializing our dream home within the shortest possible time, while maintaining great architectural aestheticism and the highest standard of construction.
Assurance Developments Ltd. has come equipped with a team of unique professionals and dynamic experts. Being a sister concern of Moni Group , which itself has proven successful conglomerate for over at least 23 years, both in home and abroad, Assurance Development Ltd. is committed to serve its valued clients with utmost devotion and sincerity.
The architectural designs of its projects are created by a group of professional architects & where one can find the latest and the most modern aristocrat architectural beauty. Besides these, every part of its apartment has been designed considering the free movement of sufficient fresh air, light & ventilation facilities for ultimate residential living.
To make customers dream home in their way, Assurance Developments Ltd. is always available on demand at their door step for rendering any desired service.
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Mission & Vision

From the very beginning of the establishment, Assurance Developments Company is trying to pledge their clients by making their homes in due time. Along with the promise given to their customer they set their motto like-the assurance of home and family.
Assurance Development Companys main mission is to be the leader in Real Estate Market. To provide desired quality products to landowners and buyers through efficient and adequate manpower is also its mission. They also try to develop continual improvement for enhancing satisfaction and confidence level of the customers.
Objectives & Issues

To make the mission successful every company must have some supporting objectives against mission. Every company must introduce or use different objectives for their different departments. As Assurance Development Ltd. has maintained a culture of diversified workplace, they have different objectives for their different departments. They are:
LAND DEVELOPMENT The main raw material in Real Estate Business is land. So, to acquire lands in advantageous locations, Assurance has a strong team of talented professionals in this department. The main objective of this department is to acquire good and prospective lands in beneficial location.
DESIGN & DEVELOPMENT In this department, a group of dynamic and intelligent engineers are engaged in structural, electrical and plumbing designs along with project cost estimation. The objective of this department is to develop new design for the product.
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LEGAL The main responsibility or objective of this department is to explore and clarify the possible disputes in relevant documents during acquisition of any new land.
MARKETING This department is engaged in all sorts of marketing promotion activities. There are two wings of this department, which are Design & Advertising and Research & Promotion. Exploration of new and creative ideas to enhance image of the company is the main objective of this department.
SALES A magnificent combination of some young, energetic, handsome and dynamic people who are engaged 24 hours in direct selling of the apartments to the valued prospects are involved in this department. To convince the customer is main objective of this department.
PROJECT OPERATIONS This department is the heart of the company. It makes ones dreams come true. A group of accomplished and experienced engineers are dedicatedly engaged in constructing customers cherished home.
LOGISTICS This department takes care of all government office related affairs such as works in RAJUK, Ministry of works, WASA, DESA, TITAS etc. To maintain good relationship between these groups is the objective of this department.
PROCUREMENT To ensure uninterrupted supply of all necessary construction materials in time along with supply of any other materials required by project or Head Office is the objective of this department. This department also executes regular, market survey and evaluation of suppliers.
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QUALITY CONTROL A special department was formed to cross check quality supplied materials and the works done by subcontractors. They execute physical visit in all projects to ensure quality.
CUSTOMER SERVICE After sales, this department is responsible to take care of the valued clients from all aspects till handover of the apartments. Scheduled revenue collection, customer loam amount, liaison maintenance, correspondence and customer data management is the prime objective of this department.
ENGINEERING SERVICES This is also a service department involved in requiring modification or optional prerequisites from the valued clients regarding internal design of the apartment and to arrange execution of the requirement in construction work. They also ensure common and maintenance services in handed over projects.
INVENTORY MANAGEMENT To reduce and control wastage of all materials along with control on uses, Assurance has a well-organized computerized Inventory Management system with adequate manpower both in Head Office and in the projects.
ADMINISTRATION This departments objective is to provide all logistic and office support to other departments i.e. management of Front Desk, Transport pool, corporate affairs, safety and security etc.
ACCOUNTS & FINANCE This is the unique and most mandatory department all over the world required by each and every organization. It has a strong team of dynamic professionals in its Accounts & Finance department who maintains all financial records of the company. To record all financial information is the prime objective of this department.
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Assurance has started its work just few years ago. The experience gathered by Assurance is only 3 years. So, its attainment or achievement is not so immense. Only 5 projects are completed by Assurance. They have 48 projects from which most of them are ongoing project. Many attractive and prospective projects are still to come. The product quality is the main strength of Assurance. So, they always try to maintain good quality of the product. So far the customer is very satisfied with their completed apartment.
Assurance has the projects for both the upper class people and the middle class people. Their project is available in Dhanmondi, Gulshan, Uttara, Bonani, Lamatia, Moghbazar, Wari, Mohammadpur and many other places in the Dhaka city. They have many worker and employees to make their project successful.
Market Vista
Assurance Development Ltd. uses both the selling concept and the marketing concept like most companies. For some projects it only uses the concept of selling and for some project it follows the concept of marketing. But which concept will be followed depend on the circumstances of the various factors. Sometimes it follows both selling and marketing concept in the same project.
While constructing, developing or implementing plan, Assurance gives their attention more in the strategic planning. It changes its plan whenever it needs. Most of its decision comes from the top level of the management. But all other employee, especially low level and middle level of the management can participate in the decision making.
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Market tools are important ingredient for Real Estate Company. This market tools are known as four Ps. A firm must handle these four Ps with great respect. Otherwise there may be chance of occurring loss for the company. Marketing mix is an important competitive strategy which is planned considering these four marketing tools or Ps. Assurance plans its marketing mix in a way that will help that company to get enough response from its target customers. Now we discuss these four Ps one by one.
PRODUCT Product means the goods and services combination the company offers to the target market. Currently Assurance Developments product is its apartment. Assurance makes its products in a way that attract its customer. When it makes product, it makes sure that the product has variety, quality, design, good services and so on. It makes its apartments or products mainly for upper class and upper-middle class people. These apartments are located different areas of Dhaka City and their sizes range from 10503050sft which ensures variety of the product. It uses standard materials to ensure high quality in its products.
PROJECT LOCATIONS Gulshan Dhanmondi Banani Mohammadpur Uttara Lalmatia Moghbazar Niketon Wari New Palton Total COMPLETED 2 0 1 0 0 0 0 0 0 0 3 ONGOING 1 6 1 0 5 1 0 0 0 0 14 UPCOM ING 3 4 4 1 10 2 1 1 1 1 28 49
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Uttara
1 3 1
10 1
Wari
Figure: No. Project Location (
Features: Incredibly lucrative architectural design & view. All apartments are well ventilated High standard construction is used Most apartments are all side open and unique Used attractive exterior & interior design
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PRICE
Exclusive pricing policy of Assurance Developments LTD set the standards for the pricing of its apartments and flats, which shows a discrepancy from location to location. To identify the market price, they always conduct market survey before launching every venture. While pricing the apartments, it considers two factors as follows:
Inside factors Total cost of the project Total cost of raw materials Total transportation cost Expected profit
Outside factors Probable customers income level Customers choice Housing style of a Particular place Governmental interference Considering all above factors, finally Assurance Developments LTD fixes its flatprices on a location basis and then offers those prices to the general public. If the customers give their payments before the scheduled time, they are given some discount by the company.
PLACE
Assurance always tries to make its products available for its target customers. It tries to make its products as convenient as possible. To make its projects available to the customers it selects its project-locations in accordance with the target marketing and market positioning strategies of the company. For this, it selects its locations in the prime zones of Dhaka city like Dhanmondi, Gulshan, Uttara, Banani etc.
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PROMOTION
Assurance runs promotional activities to promote or introduce its products. Advertising, sales promotion and public relations are the promotional activities done by Assurance. Its advertisements mediums are newspapers and bill-boards.
Market Analysis
Every company must analysis market situation to know its current position in the industry of the Real Estate Business. For this, they must analysis what is their strength, which is their main weakness, in which sector they have more opportunities and what is current threat or what can be future threat for companies. By analyzing this, the current situations of Assurance Development Ltd. are:
STRENGTH
1. In case of planning for further business expansion and growth, Assurance Development Ltd. adopts strategic policies with some flexible options which provides a huge probability of success even in a hostile political or social atmosphere, 2. ADLs approach of segmenting their business from the perspective of both geographic and behavioral circumstances sometimes give them upper hand while selecting different marketing policies for different areas, 3. Unlike most of the rival companies, ADL concentrates on a continuous process of researching to improve the satisfaction of their customers & the potential ones by receiving the feedbacks and analyzing those based on the areas they target.
Opportunity
1. As Assurance Development Ltd. has mainly targeted the prime location of the city, they holds the option to expand their business in outside of Dhaka city, 2. Parallel to the apartment business, ADL has a plan and opportunity of expanding their business in the sectors of land in near future,
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3. ADL have the option to launch river-view model towns in north or south direction of the city of Dhaka using the market value of the view of river Turag and Buriganga,,
WEAKNESS
1. In the empire of real estate business, ADL has given them little option of rapid growing by selecting the strategy of product development as there little things vary in the quality of the product, 2. The decentralized system of planning kills too much time in case of taking any major and rapid decision, 3. While getting the concentration solely stuck in flexible strategic plans, ADL has a chance of failing to attain long term goals.
THREATS
1. ADLs policy of compensation to the customers in case of not completing a project can seriously damage their image by marking them as a company having a habit of exceeding the promised time, 2. The policy of targeting only the existing market to grow the business may end up losing market share it will not create any new market to leave a back up plan, 3. While constructing the market policies ADLs habit of taking care of both the inside and outside factors may backfire by selecting a very complicated and almost unattainable task.
Market Planning
Market planning forms the stage for developing marketing strategies. It is essential element for all organization. Without it no organization can be successful in their respective fields. Specially, in development business like Real Estate requires a sound planning in every arena of its works. Assurance Development Ltd. emphasizes more
53
on strategic planning than annual plan and long range plan. Planning method of Assurance developments Ltd implies that it is dynamic in nature.
Market Segmentation
Every market consists of many types of customers, products and needs. The marketer has to determine which segments offer the best opportunity for achieving company objectives. Consumer of the product can be grouped and served in various ways based on geographic, demographic, psychographic and behavioral factors. Assurance Development Ltd. prefers geographic factors while segmenting market. For this they segment the market by area. Gulshan, Bonani, Dhanmondi, Mohammadpur, Lalmatia, Wari and Moghbazar are its marketing segment area. They also segment their market based on the classes of consumers: upper class, upper-middle class and middle class.
Target Market
Target marketing involves evaluating each market segments attractiveness and selecting one or more segments to enter. Generally at the beginning of the project, a company only selects single segment. If it succeed in that segment, than it goes to another segment or add another segment. Assurance Development Companys target market was first upper class. After that, it adds upper-middle class segment and finally, it adds middle class in their planning. By targeting, it makes its products to fulfill the demand of the consumers of that specific segment.
Market Positioning
Market positioning is organizing for a product to occupy a clear, distinctive and desirable place relative to competing products in the minds of target consumers. If the product is supposed to be exactly like others on the market, the consumer would have no reason to buy it. Assurance Development Ltd. creates its position in the market by offering quality product and variable product in the market. It tries to finish its
54
projects much faster and with good quality which gives it an edge over its competitors.
Growth
At the time of establishment, Assurance Development Ltd. found themselves in a situation of fighting with the rivals to offer something new to the customers of the existed market. Just three years back, they commenced competing for a positing in the realm of real estate business. At that time it was the middle class segment of the society, which was targeted as the prime potential customers of this business and that concept is still running well. For these reasons, what Assurance Development Ltd. did was to adopt a policy of developing the products for the growth of the market. They targeted the existing market of this business, which is the middle class portion, to offer apartments with new designs as well as some of the new facilities. They built their apartments at the same mid-town areas which all other rivals used to do but they tried to attract that group with a bit of incongruence in the quality of the apartments. This policy did work for Assurance Development Ltd. and got hold of a decent portion of this business within years of starting the business. So, it was the concept of product development that helped Assurance Development Ltd to grow very promptly and made them one of the well respected and trusted companies in the sphere of real estate business.
Downsizing
The type of economy that our country holds does not usually inspire downsizing. Here every competitor gets themselves in a situation of concentrating to expand their business rather than curtailing one. Assurance Development Ltd. has no different strategy and they are focusing on the growth of their business and market hold. They did never adopt the policy of downsizing and they even never have abandoned any project in the middle of it. For that, it is crystal clear that Assurance Development Ltd. has their concentration stuck solely in growing not in downsizing the business.
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Incongruent Positions of the Chosen Four

Structural Engineers Ltd. (SEL), Advanced Development Technologies Ltd. (ADTL), DOM-INNO Builders Ltd. (DBL) and Assurance Development Ltd. (ADL), are the four companies that we are talking about. All of these companies follow a bit different type of marketing and business strategy for growth and containing of the business of real estate. They adopt incongruent ways as well as offering the products with different qualities staying in the same dimension. But with all these strategies and formulas, end of the day, it is the position in the business of real estate which matters. All we are trying to do is to find which company leads the way in the realm of real estate business and which has the potential to overtake others. For this, we will just try to compare some of the common factors to come to a probable pronouncement.
ADTL Leads the Way with the Enterprises Undertaken

Between these four companies, Advanced Development Technologies Ltd. has 70 numbers of finished projects. Along with those, they have 19 ongoing projects in the areas like Dhanmondi, Gulshan, Banani. In near future, they will be starting 5 new projects at the mid-town and the prime areas of Dhaka city. After ADTL, it is DOMINNO Builders Ltd. who comes at the next spot. They have 13 finished projects along with 45 ongoing projects. They will also be taking 7 projects soon. Structural Engineers Limited, 7 projects as a part of their future plan. They also have 37 different ventures finished and 10 are going on. And the remaining company, Assurance Development Ltd., has got 3 finished & 14 ongoing ventures as well as 28 projects coming shortly. The projects those are finished, coming or running are listed under as,
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Ventures Finished 37
Projects Going On 10
Upcoming Enterprises 7
70
23
13
45
14
28
Form all these analyses we can rank all these companies according to the number of ventures finished, on going or up coming as, I I.. Advanced Development Technologies Ltd. has the most no. of projects, I II I.. DOM-INNO Builders Ltd. comes at the 2nd spot, I II II I.. The Structural Engineers Ltd. comes after the first two, I IV V.. Assurance Development Ltd. is the emerging one.
ADTL Tops the Chart in Varying

All the companies have got a tendency of developing the quality of their products. In order to attract the customers and to offer them something new frequently, they all put forward products with much variability. In instance of entering a new market it is much more essential to vary the quality of the products they all offer. All these companies except Advanced Development Ltd. have offered their products in the existing market. As ADTL has the policy of adopting diversification in order of growing their business, they try to put much variation than the other ones. But all four 57
companies change the design of their products in order to attract the customers and make things a bit different in every venture.
Prime Locations - The Most Lucrative ones

Initially, Dhanmondi & Gulshan were the main targeted area for each of these four companies. Along with those, it was the area of Uttara, Banani & Baridhara that came in the next spot in respect of starting and promoting the business. But, after targeting the middle-class segment of the society, all of them adopted a different set up of arrangement. Distribution of their apartments then became more and more decentralized. Almost all of them started offering the products at the mid-town and in the areas outside of Dhaka except Assurance Development Ltd. They are still highly concentrated in the apex areas like Gulshan, Banani or Dhanmondi even at this stage of focusing in the middle & upper middle class customers. Recently, ADL has started offering the apartments at the areas like Moghbazar or Wari. Comparing to the other areas, even now Advanced Development Technologies Ltd. has got most number of ventures in the Gulshan area. That means, the probable order in respect of areas that the products are arranged is, I I.. Dhanmondi, I II I.. Gulshan, I II II I.. Uttara, I IV V.. Baridhara, V V.. Banani, V VI I.. Mid-town areas, V II I.. Out of Dhaka city. VI
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Everyone Promising Highest Quality

Best quality- this is the main promise of all these companies. But even focusing on the same thing the position differs as, Structural engineers Ltd. always refer to the quality of their products in every option of competitive advantages. They believe it is the excellence of their products, which would eventually the potential customers be attracted at. Emphasizing on the quality is not only the characteristics of SEL. They even have a department named Total Quality Management (TQM) just to improve the qualities of their apartments. Usually they take near about eighteen months in order to conclude small projects & in case of immense ones, it takes almost two years. With this, the grace period is of three months added but they have never faced that yet practically. DOM-INNO Builders Ltd. tries to ploy a massive alteration of designs in every project they take in order to maintain a better level of customer satisfaction. They also have department like Customer Care to manage the quality. And that one is backed up by the Research and Development (R&D) to even develop the quality. With a superior quality, it takes almost one & half years to complete six storied projects. And two to two & half year period is usually taken in order to finish the more than six storied ones. And in case of exceeding this period, they also follow the similar strategy as SEL. Assurance Development Ltd. also focuses on the intensity of quality should be managed. They are in a continuous process of improving quality with the analyses of customers complains and feedbacks. With continuous process of improvement, it takes almost twenty four months in an average to complete their projects. And they have never exceeded these periods and avoided compensating the customers. Advanced Development Ltd. has taken a different approach of delivering a better quality of their products. They are the only company who has got twenty two (22) of ready-mixer machines on their own. They also have adopted a strategy of
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surveying the qualities of the customers as a weekly basis. And to take care of the existing customers, they have got a department named Customer Service Department (CSD). This department is always well-equipped to provide instant supports to the existing customers. Their responsibility of taking care of the customer begins after the completion of the ventures which takes near about two years in case of six-storied ones. While finishing the twelve to fifteen storied ones, it generally takes two to four years and these periods have never been exceeded. For that, they always have successfully stayed away from reimburse the customers.
These all take to a conclusion that although each of these companies has adopted totally different approaches to improve quality and mange it but the goal is congruent and it is to maintain the customer satisfaction and to attract the potential ones.
SEL - The Early Starter

As far as the establishment of the company is concerned, The Structural Engineers Ltd. leads the way. The array of these four companies according to the starting of enterprising is, I I.. I II I.. I II II I.. I IV V.. The Structural Engineers Ltd. 1st to start enterprising (1983), Advanced Development Technologies Ltd. was the 2nd one (1994), DOM-INNO Builders Ltd. challenged everyone in only four years (2002), Assurance Development Ltd. is the junior-most in the record (2003).
The highlight of this array is DOM-INNO Builders Ltd. They have not only shown a bit of promised, they have already fulfilled plenty of them. All over the city of Dhaka, it is DOM-INNO Builders Ltd. who has got the most number of ventures going on.
Advanced Development Technologies Ltd. might not be the oldest one in the list but they are certainly the leading one in respect of the job is done.
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Although the oldest one was The Structural Engineers Ltd., they switched to the apartment business in the year of 1995. Before 1995, their business was mainly concentrated in the land enterprise. And with this switching, they had also altered their mission statement to offer something new to the customers.
Assurance Development Ltd. comes at the spot right behind those three. But, even being the youngest one, the have already shown much promise with a strong platform.
Diverse Plans for Corporate Triumph

While planning for attaining goals, these four companies emphasizes on little different perspectives. Advanced Development Technologies Ltd., The Structural Engineers Ltd. and Assurance Development Ltd. have successfully decentralized the point of setting the plans. And DOM-INNO Builders Ltd. picks the sheer contrasting policy to centralize their plans. Although most of them have decentralized the system of planning, they opt a very different way in respect of making that successful. Their line of attack of setting up the plans are, I I..
Advanced Development Technologies Ltd. maneuvers their plans as a short term strategic basis. This type of planning system much flexibility to adapt in any unsound state.
I II I..
A more stable way of planning system is adopted by The Structural Engineers Ltd. as they plan for annual basis. This gives much rigidity in case of changing plan at the middle of any project.
I II II I..
DOM-INNO Builders Ltd. follows the same option as SEL. They also plan for annual stratagem and put every effort to fulfill that. With this type of planning, they have already achieved a lot within a very short period of time.
I IV V..
As the youngest constituent of this group, Assurance Development Ltd. believes in long-term orientation. Their style of planning is completely strategic but they focus on attaining that in a very long period of time in order to get the achievement at the end of the day.
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With these different types of approaches, they all are trying to capture a portion of the market of real estate business.
Contrasting Policies for Pricing & Promoting

THE STRUCTURAL ENGINEERS LTD. (SEL) By and large, advertising policy is followed in order to promote the apartments, A very stable pricing policy is followed as the pricing is being stable in the same status, Print media is favored as Weekly 2000 & Jai Jai Din is preferred while electronic media was opted for just once, Billboards are also used to promote sales as well as 15 percent (%) rebets are awarded in case of advance payments. To promote the new or the existing products, sometimes they put forward some additional schemes to the customers
ADVANCED DEVELOPMENT TECHNOLOGIES LTD. (ADTL) Competitive price is determined according to the weekly survey conducted by energetic group of people, For promoting products daily newspaper is used as prime source of advertisement In near future there is a possibility of using television as a medium of advertisement Billboards are used to promote goods by covering wide area, specially in Gulshan & Dhanmondi
DOM-INNO BUILDERS LTD. (DBL) A formal policy of Pricing is always being opted and it is land-ratio which always gets the emphasis, The plan A for the promotion of the sales is advertising through the newspapers along with the internet to convey all over the globe,
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In case of advance payments, maximum proportion of 5 percent (%) rebets are awarded to the customers,
Assurance Development Ltd. (ADL) Expected profit along with the expense of the projects are the prime concerns while selecting the policy of the pricings, While treating the existing customers, the margin of the profit is usually been sacrificed, In case of advance payment maximum 5 percent (%) Rebet is given to the customer, Newspapers and Internet are the only two ways of sales promotion. Emphasis is given more on internet advertising.
Alleyway of Growth to Housing
THE STRUCTURAL ENGINEERS LTD. (SEL) The modus operandi adopted by SEL is preliminarily the product development which refers to enter in the existed market with completely new products, At the secondary stage, they entered in a complete new market with brand new products to opt a diversified way of growth, As a part of the growth of the business, SEL motivates employees by providing good environment and additional training to improve the rate of the production,
Advanced Development Technologies Ltd. (ADTL) As a growth strategy, market penetration was initially chosen. Sales promotion was the main concern for growth at that stage. After acquiring goodwill, ADTL shift their growth strategy from market penetration to diversification.
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To grow as a composed unit, they emphasize on training, sales basis incentive to employees.
DOM-INNO BUILDERS LTD. (DBL) Initiation of new ideas is commonly used by Dom-Inno for growing with possibilities as they frequently used product development program. Three times increment on performance and monthly training on communication with customers are the basic motivation package given by Dom-Inno to improve the flow of growth.
ASSURANCE DEVELOPMENTS LTD. (ADL) Since the emergence, Speedy implementation of immediate opportunities is the growth strategy that firmly believed and followed by Assurance Developments Ltd. Touring corporate offices, arranging cultural programs and efficiency training are often being given so as to assist the company to grow in a sound manner.
Downsizing of Business
Not a single one of these four companies has picked the policy of downsizing as it is not favorable for the business of real estate. It would certainly be harmful for the goodwill & image of these companies. For this, everyone has focused on expanding the business solely. But SEL has to do this harmful event for one time. They came to the apartment sector by leaving out the land sector which is known as downsizing.
Segmentation for Capturing Market

The focus of these real estate companies is basically on geographical and demographic segmentation. Factors they mainly consider while segmenting the markets are, 64
Income Level, Geographical Position, Social Class and Surrounding places.
All four of these companies follow a bit different strategies in order to segment their businesses. In order to select the strategies they mainly consider three styles. Those are the Geographic, Demographic & Behavioral factors. Their patterns of segmenting markets are discussed below.
Company
Geographic
Demographic
Behavioral
Intended Communal Class & Location

Sometimes overlapped but mostly a bit incongruent types of marketing are targeted by these four companies in diverse circumstances. As far as the locations are concerned, the distributions of concentrations are listed as,
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Locations Northern Region Southern Region Western Region Eastern Region Mid-Town Outside of Dhaka

X
X X
X X
And, in the perspective of targeting the social classes, the scenario is photographed underneath as,
Company
Upper Class
Upper- Middle Class
Middle Class
Working Class X
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Market Positioning- An Image to Recognize

In the Northern region, all four of these companies are in well commendable and strong position but SEL & ADTL are on the driving seat, Southern gets a little contribution from those companies. But ADTL leads the way, In the western segment, mainly at the region of Dhanmondi, gets too much attention from them all. But it is SEL who comes at the top just above ADTL, Basically, The Structural Engineers Ltd. is the soul runner at the eastern region of the city of Dhaka, Mid-town area is the most vital region in the cotemporary stage. All four competes very hard but it is ADTL who has got a bit of edge, SEL and ADTL have their projects outside of Dhaka city where ADTL has captured more of the market.
Market Leader-ADTL
ADTL does not concern for market leader. The other competitors focus on the leader as a company to challenge, imitate or avoid. A leader life is not easy. Other firms keep challenging its strengths or trying to take advantages of its weaknesses. To remain number one ADTL can take some actions:
a) They can find ways to expand total demand. b) They can try to expand their market growth. c) They should expand their promotional activities, especially in electronic media.
Market Challenger-DOM-INNO
A market challenger DOM-INNO must first define which competitors to challenge. The challenger can attack the market leader, ADTL, a high risk but potentially high gain strategy that makes good sense if the leader is not serving that market well. 67
DOM-INNO must choose its opponents carefully and have clearly defined and attainable objectives. To retain the position of the challenger and to improve their rank they should do the following tasks:
a. DOM-INNO should introduce diversification in their product line b. They can try decentralized planning to include their subordinates potential into decision making process.
Market Follower-SEL
Here, SEL must know how to hold current customers and with a fair share of new ones. The company is often a major target of attack by challengers. SEL must keep its manufacturing costs low and its products quality and services high. SEL should do the following tasks:
a. SEL should emphasize more on job specialization b. They should complete their projects faster c. They should target upper class and middle class to hold their position.
Emerging One-Assurance
Assurance Developments Ltd. is the one which could be mentioned as the underdog of these four. Although they are the newest one, they already have shown a lot of potential and promise to overtake others within may be even a short period of time. The evidence of prospect they unveiled even with the little they have done, they are, without a shadow of a doubt, the emerging one.
a. Assurance should increase their capital investment. b. They should spread the range of location.
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Conclusion
Bricking the living- may be the sweetest thing that a human being can dream of. Everyone, deep down inside, possess a dream of an own adobe and tries to fulfill that at the expense of all he or she can afford. Nursing that reverie and furnishing that is the professional as well as the most attractive icon to promote. All those companies, who provide the accommodation and execute that reverie to all the genres of the people, may follow sheer contrasting approaches for marketing but their goal is only one and that is to get hold of this market. And it is only the pinnacle one that can achieve that. For this, being the follower, challenger or the emerging one, by all means, it is the summit which matters.
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Bibliography
1. Principles of Marketing, 10th Edition, Philip Kotler & Gary Armstrong, Pearson Education 2. www.rehabhousing.com 3. www.bdhousing.com 4. www.advanced-bd.com 5. www.selflats.com 6. www.domminno-bd.com
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Dwelling Trade : Demonstrating Market Strategy

Dwelling Trade : Demonstrating Market Strategy

Tanveerullah Khan Adnan Roll- 11-113 Leader Group 07

Dwelling Trade: Demonstrating Marketing Strategy

Origin of the report

Initial or Preliminary Workings

Knowing Information about Real Estate Business

Real Estate History

PROMISING REHAB MEMBERS:

Gathering Information about Promising Real Estate Company

Amin Mohammad Group Anz Properties Limited Assurance Developments Limited

50% 20% 59%

33% 20% 22%

17% 60% 19%

Bangladesh Development Company Ltd. (Bdc)

Concord Real Estate & Building Products Ltd.

Dom-Inno Builders Ltd. East West Property Development (Pvt.) Ltd.

Ena Properties Ltd. Family Living Ltd. Gawsia Development Limited

30% 39% 36%

26% 11% 22%

44% 50% 42%

Globe Construction Limited

38% 30% 27%

17% 23% 28%

45% 47% 45%

Metro Makers & Developers Ltd.

The Structural Engineers Ltd.

Navana Real Estate Ltd .

Sky View Foundation

Advanced Development Technologies Ltd.

ADVANCED DEVELOPMENT TECHNOLOGIES

Mission & Vision

Objectives & Issues

Attainment & Promises

customer integrated Needs marketing

Profits through Customer Satisfaction

Marketing Tools for Developing Marketing Mix

Figure: Project Location (

New Products Product Development Diversification

Figure: The product / market expansion grid

The market environment might change, making some of the companys

The Structural Engineers Ltd.

THE STRUCTURAL ENGINEERS LTD.

Mission & Vision

Objectives & Issues

Attainment & Promises

Marketing Tools for Developing Marketing Mix

Figure: Project Location (

DOM-INNO Builders Ltd.

DOM-INNO Builders Ltd.

Objectives & Issues

Attainment & Promises

Marketing Tools for Developing Marketing Mix

Figure: Project Location (

Assurance Developments Ltd.

ASSURANCE DEVELOPMENTS LTD.

Mission & Vision

Objectives & Issues

Attainment & Promises

Marketing Tools for Developing Marketing Mix

Figure: No. Project Location (

Incongruent Positions of the Chosen Four

ADTL Leads the Way with the Enterprises Undertaken

ADTL Tops the Chart in Varying