Analysis On MarketIng Strategies Of Real Estate In Bangladesh

Introduction 1.1 Introduction & Background The Current trend of urban growth in Bangladesh is about 6-7% per annum. At present 29% of Bangladesh’s population live in urban areas, which will be 34% by the year 2025. The role of Real Estate Entrepreneurs in providing the housing facilities for the growing urban population is very important and these are substantially influencing the growth pattern of the city and its sustainability to the trade. Real estate business especially apartment projects has started in late 1970s in Dhaka City. But from early '80s the business started to grow and flourish. At present, more than 350 companies are active in business but 95% business is still dominated by of top 10 Companies. Present market is growing at the rate 15%. The main reasons why real estate business developed in Dhaka city are as follows:  Scarcity of open space in the important areas of the city  Hazards of purchasing land  Hazards of construction of building  Rapid increase in population of Dhaka  Decrease in the rate of bank interest  Price of land and apartments is increasing day by day  Rent of the apartments is comparatively higher than the rent of privately constructed flats  Open Market Economy. Remittance of foreign currency is very easy  Security  Service facilities such as garbage disposal, central satellite TV connection, apartments services saves time, roof top facilities, lift and so on A good number of real estate companies are working under one umbrella association named Real Estate and Housing Association of Bangladesh abbreviated as REHAB. Almost 300 Companies are at present affiliated with this association. Table 3.1: List of leading companies

Sl No Name of Company 1 Asset Developments & Holdings Ltd 2 Advanced Developments and Technologies Ltd 3 Building Technologies and Ideas Ltd 4 Assurance Developments Ltd 5 Building Technologies and Ideas Ltd 6 Amin Mohammad Ltd 7 Domino Ltd 8 Navana Real Estate Ltd 9 Rangs Properties Ltd 10 Sheltech Ltd Developments & Holdings Ltd. a privately owned Real Estate company with a growing radius is the Leader of this particular industry in terms of Scale of Operation and Production Volume since 2005 and still holds the position as well. The Real Estate company, which has been selected to evaluate its Operational Management Strategy, is Asset Developments & Holdings Ltd abbreviated as ADHL. The company started its business in the year 1999. Its main and only business operation is to build and sell apartments by developing land in prime location of Dhaka city. 1.2 The Problem Statement Asset Developments & Holdings Ltd has been operating a lot of market promotion activities, research and development works, proper employee training, efficient management team over the years. It has been operating as a market leader in this particular industry in terms of Scale of operation, HR volume, Production volume and reputation as well. Although the company has gone through massive production since 2005, various strategies were formulated. Various policies were adopted in different steps of the operational process and Control mechanisms. This massive scale of operation required the Standardization of • Construction materials • Material procurement process

• Construction process • Quality control mechanism • Safety & Security issues in construction fields. • Financial Policy • HR recruitment, training and appraisal system • Project Management techniques • Product quality • Marketing policy • And customer support system By standardizing these factors for the operation and management, the company has successfully handed over about 3000 apartments to its customers with reputation, which in tern proved the success of this Standardization Strategy. Since the establishment of the company, the company’s operation was limited to the construction of 6 storied apartment buildings only. After 2008 the Government imposed new rules and regulations for the construction in Dhaka city under the authority RAJUK. This new Regulation brought a big change in the previous trends in Building construction of the city. Some regulations and constraints have been imposed which changes the current practice construction of all types of construction companies, so as in Real Estate sector. ADHL being the leader of this sector, has to review its strategies and polices in order to cope with the abrupt change in the Government policy. As per the new regulation, the total floor area is proportioned with the Land area which is determined by the Size or Area of the land and the Width of adjacent Road. It also restricts the maximum Ground Coverage for any Structures. As the land usage is restricted (33% to 50 % depending on the Plot area), it has become uneconomical to construct just 6 storied buildings whereas high rise buildings may be constructed. 1.3 Objectives The broad objectives of the study are to present some facts, findings and suggestions to some issues of its marketing activities. The specific objectives of the study are to: 1. Present a short picture Operational Strategies of ADHL.

2. Evaluation of the recent changes in Government Policy for Construction 3. Discover the adoptability of the company’s Current Strategy and organizational structure with the current situation. 4. Discover the changes required for the present practice of ADHL. 5. And suggest probable solutions for the specific problems. Methodology 2.1 Variables and Factors Covered The study has been done on the basis of both secondary and primary data collected from the Asset Developments & Holdings Limited office. The variables of the study mainly consist of • Organizational structure • Project management techniques. • Control mechanism • Quality Control System • Human Resource Management (recruitment, training and appraisal system) 2.2 Sources of Data The primary data have been collected by questionnaire and direct interview with 25 executives in top management of the company. The study is mainly based on qualitative information extracted from several documents, reports, statistics and brochures of Asset Developments & Holdings Ltd. Besides qualitative information, it has been analyzed the findings based on various opinions of the executive. Interviews, verbal communication and discussion with the executives of the company gave some insights to the problems and issues of the study. 2.3 Population and Sampling Population Frame: The population frame of this study comprise all (550) Employees of the “Project Operation”, “Project Coordination”, “Customer Relation & Sales”, “Supply Chain/Procurement”, “Law & Company affairs”, HRD, and “Architecture & Interior Design” Departments of ADHL. Sampling:

8815975. The company maintains various project offices in different locations of the metropolitan city of Dhaka. The company has appointed legal. iii. Organizational Features of Asset Development & Holdings Ltd 4. 8829437. Type of organization : Private Limited Company. Among the above mentioned departments. The basic information of the company is provided below: Name of the company : Asset Developments & Holdings Ltd. ii. Official documents 2. 7 samples from Project Operation Department and a group of three people from other six departments were selected randomly. Typical data analysis includes the comparison of the actual data with standard data. The company also appoints design firms. Its main and only business operation is to build and sell apartments by developing land in prime location of Dhaka city. The company started its business in the year 1999. Telephones : 8817190. Questionnaire. 2.5 Tools of Analysis The study has been done by primary data analysis with MS excel software and tabulation as direct interviews held and those information were interpreted to show the findings. bears the name Asset Developments & Holdings Ltd abbreviated as ADHL. tax and accounting advisory firms. Personal Interview. The analysis is performed on the basis of data that obtained in response of a set of questions during the study. 8812908 Fax : 880-2-8828272.1 History & Background The real estate company. Dhaka¬1212.The Sapling method is adopted is Stratified Random Sampling because there are identifiable subgroups of elements within the population having different parameters on a variable of interest. . Address : 91Gulshan Avenue.4 Methods of Collecting Data The methods of collecting data followed throughout the study are as follow: i. which has been selected to evaluate the marketing practices and effects of real estate and housing development in Bangladesh. who provide their expert services when required. surveyors on project basis.

It is the competent workforce that provides the company with every reason to be optimistic about the future. it is constantly working towards upgrading and improving every aspect of its activity. 2. We will clearly identify customers' need and preferences. Realizing this. We will keep abreast of new technological improvement and try to adapt that. good work is always expected and rewarded. At ADHL. 5.4. but also to give them an environment. 4. In the face of today’s competitive business environment. We will focus on relationship with the customers."Give the customer value for his money". The extent of empowerment that is enjoyed by the people at various levels of the organization enables each employee. We will be number one developer in terms of quality control. ADHL makes considerable investments in attracting and developing talent ant and dynamic professionals. The employees of Asset Developments & Holdings Ltd are differentiated not just on the strength of their professional competence. To this end.3 Vision & Mission Vision: 1. but also on the basis of individual resilience of character and the spirit of enterprise. ADHL believes that human beings are its most valuable assets and prime movers. The organizational structure and organogram of the company is presented in Figure 1 and 2. Over the years. not only to do their job flawlessly. . ADHL create an excellent working environment for them that reflect and promote a high level of loyalty and commitment. It may be seen from the organogram that. the company has been successful in providing an environment and culture that nurtures individual growth and development. from the very bottom to the top. We will sharpen the skills of our workforce and use them efficiently. to contribute to the overall momentum of the company. Mission: The corporate philosophy of ADHL is however based on a very simple principle. ADHL develops and retains a motivated workforce. both to its employees and from its employees. and allows people to attain personal fulfillment as well as achieve company objectives. 4. 3. Based on this very basic fundamental philosophy. ADHL also believes that the potential of human resources is limited only to the extent to what one can put to use. which fosters innovation and entrepreneurship.2 HR & Administrative Structure An organization is as good as its human resources. the company concerned is well managed and having a complete management hierarchy.

.4. Innovation: In their scientific innovation to meet consumer needs they respect the concerns of their consumers and society. This is ADHL’s road to sustainable. They work in partnership with others to promote environmental care. to fulfill our responsibilities to the societies and communities in which they operate. increase understanding of environmental issues and disseminate good practice. The values of the company as detailed by them in their company credentials are as follows: Standard of Conduct: ADHL conduct its operations with honesty.4 Values To anticipate the aspirations of their customers and to respond creatively and competitively with branded products and services which raise the quality of life. It will similarly respect the legitimate interests of those with whom they have relationships. The Environment: ADHL is committed to making continuous improvements in the management of their environmental impact and to the longer-term goal of developing a sustainable business. growth for their business and long-term value creation for their shareholders and employees. as an integral part of society. Public Activities: ADHL is encouraged to promote and defend their legitimate business interests. Obeying the Law: ADHL and its employees are required to comply with the laws and regulations of the countries in which they operate. The long-term success requires a total commitment to exceptional standards of performance and productivity. in the development of proposed legislation and other regulations. It works on the basis of sound science applying rigorous standards of product safety. which may affect legitimate business interests. to working together effectively and to a willingness to embrace new ideas and learn continuously. Community Involvement: ADHL strives to be a trusted corporate citizen and. and with respect for the human rights and interests for their employees. They neither support political parties nor contribute to the funds of groups whose activities are calculated to promote party interests. They co-operate with governments and other organizations. integrity and openness. both directly and through bodies such as trade associations. profitable.

No undisclosed or unrecorded account. experience. you will be happy to refer them to the nice girl at the mall that cut and styled your hair. you will be sure to tell them where not to get their hair cut. Business Integrity: ADHL does not give or receive whether directly or indirectly bribes or other improper advantages for business or financial gain.” Nothing beats knowledge.5 Customer Service Customer service is the key to any business because bad word of mouth advertising travels ten times faster than good word of mouth. Same goes for where you ate lunch. If you liked the food but not the customer service you will be sure to tell people where not to go before you tell them a nice place to go. Huge amounts of money are on the line when people buy real estate and houses. and customer service is the key to generating trust and sales in real estate. problem solving and responsiveness. However.Competition: ADHL believes in vigorous yet fair competition and supports the development of appropriate competition laws. Here is a perfect example. fund or asset will be established or maintained. a bribe. Whatever the business is customer service can make or break business quickly. which is. it will lose out on referrals as well as repeat business. It is one thing to talk about excellent customer service. which could conflict with their responsibilities to the company. It is just human nature that makes a lot of people tend to be this way. a bribe must be rejected immediately and reported to management. If the customer service skills leave a lot to be desired. It conducts its operations in accordance with the principals of fair competition and all applicable regulations. Buyers and sellers need to trust real estate agents. The first ten people that will listen to the story. or maybe construed as being. No employee may offer give or receive any gift or payment. The first few people that notice and compliment you on a nice haircut. if you liked your haircut you will not go around boasting about it. "Service is king. and it can make or break a company. 4. Any demand for. So let’s start off on the right foot and make a good customer service impression as a real estate organization for your customers. Their accounting records and supporting documents must accurately describe and reflect the nature of the underlying transactions. Combining that with good manners usually wins a customer for life. They must not seek gain for themselves or others through misuse of their positions. or offer of. but it is . Conflicts of Interests: All ADHL employees are expected to avoid personal activities and financial interests. If you go to get your hair cut and it is terrible.

.. The first reaction to customer complaint is a negative one...... try and see them as valuable feedback.6 SWOT Analysis For SWOT analysis data have been collected from the management bodies of Asset Development & Holdings Ltd and other Real Estate company......... For time constraint it was not possible to do the primary survey among the customers. Technical Expert .. High-Technology It has technical experts Better quality Strong goodwill Guard core loyal customers Highly skilled labor Higher-income....another to demand it and maintain it as a key element of an organization's culture.... instead of seeing complains as a blow to yourself or your business... Labor ... SWOT analysis has been developed solely based on judgment of the management members...................... Therefore... Table 4.. Loyalty .... Strengths: Internal Technology ..... But you should try and see customer complaints in a positive light............................. Clients. Goodwill ..1: SWOT ANALYSIS Factors Asset Development & Holdings Ltd....... No matter how much you’ve tried.. Complaining clients are clients who care about getting better service... Quality ............. Middle-income level client ... They want to keep working with you.... 4............ some of them will not be satisfied.....

....... who had been operating their business in the real estate field..... Status symbol ....... Expansion facility .... Buying an apartment in a prestigious area is accepted as a status symbol................ Innovation ...Weaknesses: Internal Cost ................. Bank loans are easy to get to finance new projects............ Higher propensity to spend ... Less availability of appropriate and competent sales persons…..... High overhead cost Less media uses for advertising Lack of innovation Small area of expansion Opportunities: External Easy availability of credit .................... There are many potential market competitors around the locality............................. Customers are more inclined to the market leaders of the industry...... People are more inclined to spend due to raise in higher income level... Increased brand loyalty....... Advertising .......... Threats: External Intense competition .. ...................

Heraldic Heights in Mohammadpur.8 Conclusion Asset Developments & Holdings Ltd is committed to provide a quality living standard for the people. Apartment Size: 1200 sft Pacifica in Gulshan. Table 4. Apartment Size: 2250 sft. Dhaka. so it is hard to get efficient and competent sales persons around. The target client group of these projects is middle and higher income group of people. This commitment demands immense social responsibility of ensuring quality in terms .1: Number of Handed-over Projects of ADHL Year Number of Handed-over Project (6-storied residential building -10 Apartments in each project) 2003 10 2004 15 2005 30 2006 40 2007 45 Some of these and their locations are provided below: Anthmion in Banani. to 1400 sft 4. to 2900 sft. Apartment Size: 1200 sft. Mohammadpur and Uttara are offered for the middle-income group and also the higher income group of people. Dhaka. Dhaka. San Classic in Gulshan. It has already handed-over almost 150 complexes (06 storied residential building) and is now constructing around 150 housing projects (06 storied residential building) within Dhaka city. Dhaka. The projects in Gulshan and Banani are aimed at higher income group and the project at Kalyanpur. Kahrey kabir in Banani. Dhaka. Apartment Size: 2700 sft. 4.The profession of sales person is not so popular here. & 1800 sft.7 A brief about Projects The company is poised to embark on challenging projects in the new millennium. Dhaka. Apartment Size: 2700 sft. Woodscape in Uttara. Apartment Size: 1760 sft.

ADHL divide large. ADHL's main focus is selling of the products and services as customer needs ie apartment which is being constructed in different areas. through the application of the scientific method. It always follows the government policies. Market consists of buyers. premier category product in Niketon. They are committed to working with employees to develop and enhance each individual’s skills and capabilities. what to produce. Before a product is manufactured. For Market segmentation. They are committed to safe and healthy working conditions for all employees. employs and promotes employees on the sole basis of the qualifications and abilities needed for the work to be performed. rules and regulations.quantity. ADHL Apartments are segmented into 03 (three) groups: 1) Exclusive Category. and when to sell in order to maximize the service render and net profits earned. They maintain good communications with employees through company based information and consultation procedures.1 Market Segmentation Marketing is the term applied to the processes of distributing goods from the producer to the ultimate user. safety. and size of the apartments. . Lalmatia and Midtown zone. finished product testing as well as stability monitoring and documentation is maintained to ensure the highest quality product consistently. At every stage of the production. They respect the dignity of the individual and the right of employees to freedom of association. where those buyers are located. who the potential buyers are. a stringent control mechanism involving raw material testing. efficacy and presentation of the product. compulsory or child labor. They may differ in their wants. The company recruits. in-process quality control. resources. They will not use any form of forced. buying attitudes and buying practices. The company is always trying to improve its operation to get better output in terms of product design. ADHL is also committed to diversity in a working environment where there is mutual trust and respect and where everyone feels responsible for the performance and reputation of their company. The purpose of ADHL's Marketing Research Wing is to determine. customer service etc. and buyers differ in one or more ways. standard category product in Utttara zone and others area and that can be reached more efficiently with products and services that match their unique needs. heterogeneous markets into smaller segments like buyer of exclusive category product that located in Gulshan and Dhanmondi zone. price of the land. This segmentation is mainly based on the location. how much to produce. 2) Premier Category. Marketing Practices of the Company 5. locations. purity. the usual procedure is to study the potential market or customer demand in order to do the size planning which is necessary for the efficient operation of the enterprise. how to sell. stability.

Eskaton. Baridhara Society. 3. 5. 10. Mohakhali DOHS. Shantinagar etc) & Chittagong city] Table 5. 6. Banani DOHS. Mohammadpur. Premier Category: All apartments in Uttara selected Sectors like Sector-1./ 13. Elephant Road. 11./ B-1 This should be selected from new collection 2 CP Fittings Imported (GROHE/COTTO) Price Range [Tk. Standard Category: Other than Exclusive & Premier/General Segments. [Example: Apartments in Uttara.30000-35000 each Bath] Imported (COTTO) Price Range . Lalmatia. Baridhara DOHS. Exclusive Category: All apartments in Gulshan M/T (GMT)./ 15. 12.3) Standard Category. 4. Indira Road. Moghbazar. West Dhanmondi. Mid Town (Palton. Banani M/T (BMT). Dhanmondi R/A (DRA). 13) and Old Town (Wari). 9.1: Location wise ADHL Product category and its Features Sl # Finishing Materials Exclusive Zone/Apts Premier Zone/Apts General Zone/Apts [Material rate will be as per present PROC rate] Remarks 1 General Floor Tiles Chinese 24”x24” Tk 90/sft Chinese 24”x24” Tk 90/sft RAK 16”X16” Code 7GPBG-100. Niketon. (Sector-5. 7 & 13( for S-13 lakeside only).

40000-50000] Hatil Price Range [Tk. 15000-20000] RAK Venice/Equivalent in Master Bath.25000-35000] For all bath RAK Venice/Equivalent Price Range [Tk.[Tk. 25000-30000 each Bath] Local Best 3 Sanitary Wares Imported (COTTO/LAUFEN) Price Range [Tk. 20000-30000] Regular/General Standard Internal Door Shutter will be regular/ General 6 Main Door Frame Burma Teak . RAK Orient / Huida/IMEX for 2nd & 3rd Bath 4 Accessories Porcelain Porcelain Porcelain in Master Bath & SS in Others Bath. 5 Main Door Shutter Green Marketing Price Range [Tk.

each buyer is potentially a separate market. Often the company attempt to serve buyers individually and face larger numbers of smaller buyers and do not find complete segmentation.4000-5000 each] Local Price Range General 8 Switches & Sockets MK/ABB/Legrand Price Range [Best Quality] Preferably England MK/ABB/Legrand MK/ABB/Legrand Source: Report of Features and Amenities Selection Committee. 10000-12000] Regular/General Internal Door Frame will be regular/ General 7 Locks Imported Price Range [Tk.Price Range [Tk. To understand segmentation properly a chart can make clear. 20000-25000 each] Ctg Teak Price Range [Tk. ADHL's sellers design a separate marketing program for each buyer. 8000-10000 each for European origin] Imported Price Range [Tk. April 2008 On the other hand buyers have unique needs and wants. .

 Following table outlines the major variables for Asset Development & Holdings Ltd that might be used in segmenting consumer markets.  3310 sft. demographic.  1700 sft. psychographic and behavioral variables.2: ADHL Apartment Size and Income Group SIZE OF APARTMENT (PER SQUARE FEET) INCOME GROUP OF PEOPLE Higher Income Level Middle Income Level 940 sft.  1950 sft. Here it can be looked at the major geographic.  2550 sft.Segmentation in terms of different location.  2700 sft.  1370 Sft  1485 sft  1645 sft. size of the apartment and different income level of people is shown in the following figure: Table 5.  1800 sft.  2250 sft.  1175 sft.  2500 sft.  3300 sft. GEOGRAPHIC Density : Urban and Suburban .

professors. Personality : Sociable. Married and with or without children. Loyalty status : Strong. doctors engineers. Hindu and others. DEMOGRAPHIC Age : No limitation. BEHAVIORAL Benefits : Quality. 5. Education : Educated. Upper middle class and Middle class. Income Level : Higher or Middle higher or Middle Level. User status : First time users and Potential users.City : Dhaka. Attitude toward product : Positive and Hostile. Occupation : Business persons. Family Live Cycle : Unmarried.2 Target Markets Evaluating the segments that have been seen approximately 50 percentage of higher income level people are buying 1800 sft to 3310 sft apartment and approximately 43 percentage of middle- . PSYCHOGRAPHIC Social Class : Upper class. Nationality : Bangladeshis and Foreigners. Religion : Muslim. Service and Aesthetic value. executives. Life style : Comfort and stylish. officials and proprietors. Gender : Male and Female.

3: Forecasting Market Potential Factors Importance Rationale Economic state : Highly important Apartment users are not taking properly. Local competition : Highly important ADHL is facing stiff competition from local companies who have also realized that they need bigger chunk of market share in order to survive as the market is declining. 5. Since higher income and middle higher income group are the buyers. Another 7 percentage of both higher & middle-income levels of people are buying 1800 square feet of apartment.income level of people are buying 940 sft to 1700 sft apartment. Political instability : Highly important Political instability has an indirect impact effect on them. Table 5. Raw materials procurement : Moderate important Materials are procured carefully and only the reputed supply sources are enlisted. Because the industrial activities suffers from hartals and strikes. ADHL can charge a bit higher compare to competitors on these two particular segments. Because it is a direct component for this sector. but there is a less demand for apartments. So ADHL should target and concentrate more on middle-income level of people. So profitability will be higher and the risk will be lower in serving these two particular segments.3 Product Features and Quality Product Features: . Government Policy : Highly Important For Real Estate business government rule is very important. Environmental issue : Less important Environmental issues have an indirect impact on the Real Estate sector especially for ADHL.

Water meter. Product Quality: All planning work.  In order to enhance the specifications of apartments many fixtures like sanitary wares. . Night guard etc. Comprehensive section by section checking and testing of steel reinforced structures is done by professional design and supervising engineers. We asked them about the suppliers and the quality of raw materials and after go through the answers. to simplify product lines by eliminating those which have a limited demand. It should be pointed out that the structural design parameters are based on American Concrete Institute CACI) and American Standards of Testing Materials (ASTM). to locate new users for the product and thus expand the market. Experienced engineers with local and international exposure are responsible for quality control of each and every apartment under Engineering Construction Department. Systematic testing of concrete and other completed work samples are done at every stage from quality control laboratory. to improve present products and make them more acceptable than those of competitors. unprofitable. standard basin. Site supervision and quality control procedures ensure that materials and workmanship is successfully scrutinized at different levels."Give the customer value for his money". Important materials are sample tested as also are all casting samples. tiles. Generator.  Window (thai aluminum with tinted sliding glass and with flat bar grill). are directly imported by ADHL. estimates and budgets. Electrical facilities. doors etc. engineering design methods and procedures are aided by computerized information systems to achieve the highest standards of accuracy. common bath and servant toilet). Asset Development & Holdings Ltd is one of the market leaders in the field of Real Estate Development and has an own identity and trademark company in Bangladesh. door frame with the best quality). programs and schedules.  Others: Paint. and to determine the proper price. Kitchen (tiles in floor & wall.  Bathroom (master bath. For standard features and amenities ADHL should maintain the following things with their trademark:  Door (main entrance door of solid wood with door chain. therefore. to determine the method that will bring the best sales results. all fittings are local standard quality). This company's logo named "ASEET DEVELOPMENTS" is a main product feature and competitive tool for differentiating the company's product from competitors' product.  Floor (standard quality of floor with standard tiles).The management is continuously developing products that will meet the needs and desire of potential customers. For maintain product quality the company's principle is. Direct supervision is carried out by a team of experienced and qualified civil engineers to ensure the highest quality of workmanship. we found out that the materials are procured carefully and the reputed supply sources are enlisted.

................................... product form or a brand............... Product ......Product Life-Cycle Stage: The product life-cycle (PLC) is a concept that describes the product class....... Here...................... Stable number beginning to decline in some segments.... Build more intensive distribution (which ADHL is actually doing now............ it needs to look after the following facts and issues............ Diversify products and offerings Price ... Marketing Objectives Overall Objectives ................... Figure: Product Life-Cycle As ADHL is at its maturity stage of product life cycle (PLC)........ the issues regard the necessary considerations of the common variables............ Sales Advertisement ............................................ increasing numbers in others..... High profits Customers .............. Because in the year 2003 to 2005 the sales increasing at 10% then the previous year and 2006 to 2007 year the sales increasing at a decreasing rate.... they are developing more and more complexes at different places) Advertising ...... The company is in the maturity stage because ADHL's target customers are higher income level people and the higher middle. Increase to encourage brand switching... Lower than usual cost per customer Profits ..income level of people and the company knows the price doesn't matter for their customers... Stress brand differences and benefits............................... STAGE CHARACTERISTICS Sales .......... so that ........................ Maximize profits while defending market size...................... Price to match or best competitors Distribution ...... Few early adopters and most middle maturity Competitions .................................... Asset Development & Holdings Ltd is in the maturity stage of the product life¬ cycle........................ Decreasingly increasing Sales Costs ............

Publicity: It consists of information about the company and its product that is printed in newspapers. This desire and acceptability is more economically obtained through publicity and advertising than through direct sales contact.. The purpose of publicity and advertising is to increase the acceptability of the company and its product by potential buyer and to create him a desire for the product. 5... (45% to 60%). . advertising and public relations.. which targets specific buyers: sales promotion.. ADHL is doing this job by sponsoring different national and inter-national seminar. workshop related to housing issues. (5% to 7%).. . So... ..5 Promotional Strategy: Companies must do more than make good products-they have to inform consumers about product benefits and carefully position products in consumers' minds.. books. without charge to the company because of the publicity's value as news. The company is doing this job to some extent by undertaking different programs like presenting calendars. coffee mags.. To do this. as an illustration... . The producers need to find out how much consumers are willing to pay for the benefits that ADHL provide with the apartments. The points that are considered in determining the price level of ADHL is the following:  Construction Cost. and other publications or released to the public in other ways. The demand for ADHL is the mature level of the PLC.4 Pricing Policy and Strategy The underlying objective behind the pricing is increasing the share of the market. diaries etc... (8% to 12%). This message would be conveyed to the customers through personal contact. 5. or in some other way... (35%)  Overhead Cost... ..more customers of competitors can be grasped. . the company needs to hold onto their present customers as well as attract new customers in order to remain profitable..  Expected Profit. . In order to prevent this situation ADHL has to convince their customers that their price reduction results from a better utilization of the resources.. But the question comes if ADHL reduce their price how it would be perceived by the customers? There is a possibility that customers will relate the price reduction with deteriorating product quality.  Land Cost.... . wall clocks.. To attract new customer the company undertake price-cutting to increase the demand. Sales promotion: It includes both publicity & advertising and must be coordinated with the sales program of the company if it is to be most effective in assisting the sales force in selling the apartments. The selling rate of ADHL's apartment is in the mature level of product life cycle.. it must skillfully employ three mass-promotion tools in addition to personal selling..

Advertising: It may be defined as the means of disseminating information concerning the company and its product to the public at large. Respect Customers want someone who understands and can respond to their needs. Streamline Offer processes that are streamlined and automated. For improve customer satisfaction company performs the following ten activities. orders. product. personalized messages will help eliminate some customer's feeling of insignificance. Track Information Create a knowledge base so customers do not have to repeatedly give their contact. ADHL always acknowledge customers and treat them with respect to earn their trust and their business. have been resolved or fulfilled. Large sums of money are spent in advertising especially in daily news papers. Target . Always have an option to escalate issues to a customer service Department. or a segment thereof. Access People want an ease of doing business. ADHL offer multiple communication methods (phone. efficient. and pleasant. or call center) and make sure the experience is speedy. Sending specific.. or problem details. Understanding Make sure there is a thorough understanding of what customers really want. at the expenses of the advertiser. etc. through various channels of communication. Use that information to follow up with actions and solutions. 5. web. but also have available guidance or confirmation at the end of the automated process to ensure that the customers issues. and help form a bond with them.6 Ten Steps to Customer Services Keeping customer satisfied is key to success and it doesn't matter if are selling products or services to external or internal customers. Personalize People like to feel special. for the purpose of creating an interest in and desire for the products of the company. help connect with those people.

individualized attention the firm provides to its customers. Then empathy is defined as the caring. Do not try to sell the same widget or service to your entire customer base. Housing is perceived differently now. So empathy must be there. People are more conscious about the outlook of their living place as well as exterior and interior decoration. Responsiveness.Use data to be proactive. 5. The high-end market for apartments have. Empower Empower customer service department to resolve problems on the spot. This dimension is likely to be particularly important for services that the customer perceives as involving high risk and/ or about which they feel uncertain about the ability to evaluate outcomes. and find ways to use that information so that everyone benefits.sale-service is very much important to achieve the goal of the organization. 5. Approach only those customers who are most likely to be interested. but also use it for a targeted purpose. By hiring right (mainly theory X) kind of employee. As a result there is an increased demand for renowned developers.8 Analysis of Customer Choice ADHL has been developing high quality residential complexes since 1999 in the growth and development of the Real Estate sector of Bangladesh. Easy Doing Business Find ways to make it so easy for customers to do business with you that switching to a competitor would be work for the customer. thus. including offering discounts or special services to retain customers who might otherwise head to a competitor. In fact. . All customers want to feel understood by and important to firms that provide service to them. So it hires efficient employees.7 After-Sale-Service Asset Development & Holdings Ltd always tries to serve the best quality. It is no longer a necessity but rather a status symbol for the ambitious people. ADHL ensures the mentioned jobs. Again. After. which is the willingness to help customers and provide prompt service that is strictly maintained in the company. Interpret Need Note the difference between what customers say and do (customers say they want free shipping. but willingly pay for it with no complaints). become saturated and with this preference has come increased desire to make the places of abode look nicer and comfortable. reliability in accurately. The essence of empathy is conveying through personalized or customized service that customers are unique and special. assurance is defined as employee’s knowledge and courtesy and the ability of the firms and its employees to inspire trust and confidence.

With the advent of satellite television. 'ADHL' has sufficient arrangements of regular cleaning service to ensure pollution free environment that is a crying need of Dhaka city dwellers. That is something that the company learnt over the past years. introducing daring and innovative living concepts. continuous trained security guards in the main gate. they add that extra touch of magic which makes it home. Environmental protection is the burning discussion now-a¬ days. People are more conscious about uniqueness and authenticity. Thus ADHL's apartments are a place of total security. The design has to be unique so that it is set apart from the others. ADHL uses production method that is environment friendly.Houses are becoming a measurement of status symbol. secured like a baby in mother's lap.  Internal security  Gate security  Boundary wall security  Guest entrance system To maintain a hygienic and clean environment. To each and every development and changes. Total project area is bounded by high wall. People opt for exotic designs. Their monuments accordingly capture a particular a particular time frame and yet continue to be appreciated eternally. Success lies in the ability to adapt with changing times. For that ADHL believe that architecture can captivate the essence of time. People now try to make their residence nicer than that of their neighbors and friends. They are more exposed to world ¬class living. A nice looking house is a thing to be proud of and some people spare no means to make their residence look nice. They want environment friendlier means of production. The drive is so intense that it has taken the form of competition. Adequate light facilities in the project area at night. As environment is becoming an emerging issue Asset Development & Holdings Ltd must look for new technologies and ideas which is fully environment friendly. Thus ADHL proceed to build homes. People are becoming more and more conscious about the environment. ADHL gives you a totally secured living environment.  Regular garbage collection  Regular garbage disposal  Garbage hall with roof . They want their residence to be unique. people are more exposed to the life-styles of the people living in other countries. Outsider or guest is not allowed without facing the guards. The company also learnt to anticipate that change and mould their services to meet the needs of their valuable clients.

General administrative. Its customers know that they provide the best quality apartments. lift area. It has a profound effect on the overall satisfaction level of ADHL. places. It has been observed that people who were very much conscious about quality in order to enhance the specifications of apartments many fixtures like sanitary wares. tiles. The pricing strategy should be consumer need-oriented or demand-oriented. The company never compromise with the qualities. premier category and standard category. The company believes quality products will be there because every thing is done under close supervision. There is another conception of segmentation to know the buyer group that is based on apartment size and income group. design. people. Cleaning inside project area  Cleaning inside building (stair. The core benefits which is offered to the customer that is 'quality that really counts'. The company has segmented their apartments into 03 groups mainly considering the location of the projects like exclusive category. Their main focus is selling of the products and services. Analysis & Findings 6. ideas and activities. So the most suitable approach of the marketing department of ADHL should be to ascertaining the understanding of this fact and entertaining the concept widely in the company. The company always tries to create a favorable company image through public relation which is used to promote products. Spectacular and innovative living concepts. For that reason ADHL has a strong good reputation. shape and direct supervision is carried out by a team of experienced and qualified civil engineers ensure the best quality of ADHL. ADHL is constantly working towards upgrading and improving every aspect of their activity. Composition of raw materials. doors etc were directly imported by ADHL. accounting-all these departments require unleashing a concerted effort along with the marketing department. The satisfaction level of ADHL’s customers is good enough. lobby. color. daring architectural designs and exciting new features have been the rule of thumb in the design and development of every venture to give ADHL the leading edge. finance.9 Conclusion Marketing is essentially and integrated concept and its success constitute a whole lot of interdepartmental and intra-departmental activities. etc 5. The quality of apartment that ADHL provide compared to other Real Estate Developer is better. That means they should first conduct research to find out the perceived value of the product by the consumers.1 Introduction . But some customers have expressed their dissatisfaction about the ADHL in various aspects.

ADHL does not disclose any financial data or statement. It can also dominate the market by constructing high rise building projects in standard category zone by anticipating new building construction rule Floor Area Ratio (FAR). Here some tables have been drawn based on interview to analyze the marketing activities of the company: Table 6.3 Pricing . The company must intensify its focus on standard category product as the land area in exclusive and premier zone is declining though the company has been enjoying high return from the exclusive and premier category rather than standard category product since 2003.An interview session has been arranged with some management members to enrich the study. Being a conservative company. Table 6.1: The Interview Schedule: Sl No Designation of the Interviewee Number of Interviewee 1 Assistant General Manager 3 2 Senior Manager 4 3 Manager 8 6.2 Market Segmentation ADHL does not concentrate on the construction of big apartment complexes rather concentrates on small one ie six storied residential building in 5 khata land.2: Market Segmentation of ADHL Product Year Standard Category Apt Premier Category Apt Exclusive Category Apt 2003 20% 40% 40% 2004 20% 30% 50% 2005 30% 20% 50% 2006 40% 20% 40% 2007 50% 30% 20% Source: The Sales Report of ADHL dated 4th March 2008 6.

as to cater of declining the risk of irrational price hike.3: Pricing Trend of different category products: Year Standard Category Apt (per sft) Increasing Rate Premier Category Apt (per sft) Increasing Rate Exclusive Category Apt (per sft) Increasing Rate 2003 1600 1800 2200 2004 1800 12.3.The pricing trend of standard. the rate of sales increasing with decreasing rate. affects in the selling process by maintaining Customer Relationship Management as informed by the officials.0% Source: The Sales Report of ADHL dated 4th March 2008 Table 6. Table 6.3% 2006 2500 25.0% 3500 40.3% 2005 2000 11. It has also been said that the price of ADHL apartment is higher than the market rate.0% 4500 28.0% 2007 3000 20.0% 4000 33. It is found from the above data that.6% 3000 36. But the present practice of increasing price after 03 months interval.5% 2100 16. premier and exclusive category product from 2003 to 2007 has been given in the Table 6.5% 6500 30.1% 2500 19.0% 5000 25.4: Sales Flow of ADHL Product: Year Number of Apartment Sales) 2003 60 2004 90 2005 180 2006 240 2007 270 Source: The Sales Report of ADHL dated 4th March 2008 .

The market share of ADHL is the highest since 2005 because the numbers of customers are increasing more rapidly than competitors. ADHL is the market leader in the real sector in Bangladesh.6.4 A Comparative Scenario of ADHL’s Market Growth There are around 200 enlisted companies in Real Estate Housing Association of Bangladesh (REHAB). But in the present day the market of ADHL is reducing because of high competition and decreasing rate of customer’s growth. Table 6.5: Market Share of six storied residential building of leading companies including ADHL in 2003 & 2007: Company Name 2003 2007 ADHL 10% 19% Navana 7% 12% Rangs 11% 14% Advanced Developments 10% 8% BTI 12% 9% Concord Real Estate Ltd 8% 6% Others 42% 32% Source: The Sales Report of ADHL dated 4th March 2008 Table 6.6: Growth of Market Share of ADHL in 2003 to 2007: Year Market Share 2003 10% 2004 12% 2005 16% 2006 18% 2007 19% Source: The Sales Report of ADHL dated 4th March 2008 .

6. Web based Advertising. 6. 2.It is found from the above table that.7: Opinion of ADHL Officials over some marketing issues Marketing Issues Number of vote casted during interview Major Problem Minor Problem No Problem There is no advertising in TV media 6 7 2 There is no web-based advertising 7 5 3 Non-concentration of constructing high rise building 5 7 3 Lacks of computer based communication network for ensuring customer service 4 8 3 Present re-pricing policy after 03 months interval 6 7 2 . 3. Inappropriate schedule of roaster duty. Absence of initiatives to improve the working policy.7 Problems in Sales for Uncontrollable Factors It has been found that the Sales volume has been reduced due to Govt.6 Customers Services Some problem exists in rendering quality service which may include the following: 1. 4. lager show concept still not introduced in ADHL. the growth of market share is the highest on 2005 but it has started to decline in this year though still it has highest market share with a decrease rate. Apartment sales also depend on flow of black money in the economy which has been declined recently. Lack of proper inter-dept interaction. To find out the degree of the existing marketing related problems. Lack of training and development of the employees. Lack of team spirit among the members. Table 6. 6. the opinion of the senior management member has been asked for the sake of better recommendations. Regulation on Transactions and intervention of government in real estate sector.5 Promotional Activities ADHL is not advertising their product on TV channel that is very essential to capture the market. 6.

The market share of ADHL has been increasing since 2003. overhead cost and expected profit though sometime it seems asking price of the apartment is psychological rather than real price. In case of building high rise complexes. BTI. Then the market share starts to increase but with declining rate. electrical fittings.8 Conclusions It is found from this chapter that the number of projects in exclusive and premier zone is declining as in these locations vacant lands are almost occupied by six storied residential building. To ensure the expected return. sanitary wares etc. The rate market growth was higher in 2005. Assurance etc are capturing the market with increasing rate. The company has other marketing related problems like no-advertising in TV channel though its competitors nowadays immensely doing this by most of the TV channels of the country rather recent government aggressive regulatory measures impedes sales activities of the company. The management of the company fix the price of the apartment considering construction cost. Advanced Developments. But this policy is affecting the sales department in selling the apartment by maintaining relationship marketing. It indicates the competitors like Rangs. It is also found that. the per sft price of the apartment in exclusive zone is approximate 40% higher than the per sft price of the apartment in premier zone and 90% higher than the standard zone. timber. . It has been informed during interview that. The customers who buy the apartments in exclusive & premier zone they are not concerned about the price of the apartment rather they are concern about location status. Consequently the return from these categories of product is higher than that of standard category of product. Once they informed a prospect about the price of the apartment where this is not sold out yet and after 03 months price increased. the company can build high rise building complexes like other companies. The prospect becomes wondered. binding material-cement. Now the company is building more apartment complexes of standard category though the return from this is not up to the expected level. It is again to be noted here that the production cost in all zones is almost same. In last few years the price of the apartment has increased abruptly because sudden price hike of construction materials like tensile material-mild steel bar. production cost is less than that of low rise building and in that way the company can earn more profit. In fact there production cost and others cost are almost same like that of exclusive and premier zone but selling price of standard category is significantly less than the selling price of exclusive and premier category product.Recent growth of market share with decreasing rate 6 5 4 Recent regulatory activities of Government specifically Anti-Corruption Commission 8 5 2 6. partition material-brick. The company can undertake cost reduction plan to enhance the growth of its market share. Navana. land cost. in this year the company has set up their policy to review the price after 03 months interval as to adjust the recent irregular inflation.

1 Conclusions It is quite clear that providing shelter to all the people is one of the fundamental responsibilities of sate. In fact there production cost and others cost are almost same like that of exclusive and premier zone but selling price of standard category is significantly less than the selling price of exclusive and premier category product. to make people a productive resource. contribution to exchequer. The scope of present report does not cover all the factors and parameters for current marketing practices or activities of ADHL. Almost 200 Companies are at present affiliated with this association. they decided to share the task of providing safe decent places to live with Real Estate Developers. accrual of investment. land cost. small area of expansion etc. In case of building high rise complexes. The company has intensified its focus to maintain the better quality product. overhead cost and expected profit though sometime it seems asking price of the . The weakness parameters of the company mainly encompass high overhead cost. Now the company is building more apartment complexes of standard category though the return from this is not up to the expected level. The company has been applying High-Technology in constructing the complexes. it is almost impossible for the government to ensure housing for all. Asset Development & Holdings Ltd is one of the leading companies that rendering this service. As the public sector failed to provide this. less media uses for advertising. A good number of real estate companies are working under one umbrella association named Real Estate and Housing Association of Bangladesh abbreviated as REHAB. The management of the company fix the price of the apartment considering construction cost. But being a government of a poor developing country. the company can build high rise building complexes like other companies. The customers who buy the apartments in exclusive & premier zone they are not concerned about the price of the apartment rather they are concern about location status. To ensure the expected return. production cost is less than that of low rise building and in that way the company can earn more profit. Consequently the return from these categories of product is higher than that of standard category of product. The basic principle of the National Housing Policy is that the government would play the role of an enabler of facilitator in the housing sector (Article 4.Conclusions & Recommendations 7. output trends and linkage contribution of this sector are very significant as found from the preceding chapters. BTI took a leading role in the formation of the industry association and is one of the founder members of the REHAB. The company believes in market diversification with maintain the market development. people have taken their own initiative to ensure their fundamental need for shelter. The size of the real estate sector and its contribution to the economy in terms of employment generation. So the government of the people’s republic of Bangladesh is somehow patronizing the real estate developers to contribute in the housing sector of Bangladesh. Government alone cannot provide housing to all and realizing this.2) and not the role of a developer of provider. It is found from this report that the number of projects in exclusive and premier zone is declining as in these locations vacant lands are almost occupied by six storied residential building. To implement this high-technology it has technical expertise as well.

Navana. product feature. Several joint venture projects are being negotiated with foreign companies for the lateral expansion of the metropolis. what the buyer is really buying . ADHL's product planners need to think about the product. Assurance etc are capturing the market with increasing rate. It is also found that. The maturity level is most important part for the company and under this part a company faces more number of competitors. In last few years the price of the apartment has increased abruptly because sudden price hike of construction materials like tensile material-mild steel bar. electrical fittings. services. The most basic level is the core product. design and product feature. The company has other marketing related problems like no-advertising in TV channel though its competitors nowadays immensely doing this by most of the TV channels of the country. This level includes quality. They will select the media for advertisement. ADHL has some of the best planners. for staying the maturity level ADHL should increase their promotional tools and quality of the product. the per sft price of the apartment in exclusive zone is approximate 40% higher than the per sft price of the apartment in premier zone and 90% higher than the standard zone. the product planner should build an augmented product around the core and actual products by offering additional consumer services and benefits. which they have offered and services on three levels. . financial experts and marketing professionals to deal with finding that have been appeared through this study. The rate of market growth was higher in 2005. and the best one brand name. Then the market share starts to increase but with declining rate. It indicates the competitors like Rangs. So. The company can undertake cost reduction plan to enhance the growth of its market share.apartment is psychological rather than real price. which they think convenient for them. in this year the company has set up their policy to review the price after 03 months interval as to adjust the recent irregular inflation. But this policy is affecting the sales department in selling the apartment by maintaining relationship marketing. Advanced Developments. engineers. the planner must build it around the core product. The company maintains quality level. partition material-brick. The report also shows that the market share of ADHL has been increasing since 2003. binding material-cement. timber. which addresses the question. sanitary wares etc. The company does not give advertisement at television but some of their competitors give advertising at television. It has been informed during interview that. The prospect becomes wondered. It is again to be noted here that the production cost in all zones is almost same. BTI. architects. Finally. ADHL is poised to embark on challenging projects in the new millennium. This is the level that ADHL should be concentrated more because they are not the market leader. brand name. Once they informed a prospect about the price of the apartment where this is not sold out yet and after 03 months price increased. they are the market challenger and in the product life cycle they are staying in maturity level.The next level of product is actual product. The company needs more advertising from this viewpoint. product design and development.

they may raise funds by forming public limited company or may try to make joint ventures with international real estate operators. 4. ACC etc. 9.2 Recommendations The recommendations for Asset Development & Holdings Ltd. The company executives should be more caring to the customer’s speeches and opinions. is also helpful in selling. potential accounts can get connected with the Web Page and come across to the products of ADHL. what way competitors' products are superior or inferior and will enable the product development engineers to design new or improved products that are more acceptable to customers. less redundant & repetitive. 3. Knowledge of the potential customers. . they may comfortably stay in competition in relation to big operators. rules. The company can undertake the advertising program for advertising of their product in TV media as its competitors are doing this and can study the outcome. 5. Though. The training to be given to sales personnel as product knowledge is essential so that selling points can be developed. based on the findings are as follow: 1. ADHL can manage the accounts of an ISP for Web-Based Advertisement. regulations more carefully as to avoid any hassle related to RAJUK. Use appropriate technology to help jobs easier. 10. including their location and buying habits. In the dark at night the Laser show advertising ie laser beam can be undertaken for the campaign. Establish incentive policy for enhancing sales performance. 6. ADHL should analyze the product through a questionnaire that. It can attract all level of consumers with a prestige and status for the company. Present re-pricing policy after 03 months interval affecting the sales can be resolved by maintaining fixed price and considering case to case.7. The company wants to dominate the market by constructing major housing projects. it is expensive. By clicking to the links. The company should establish sound and effective communication channels with internal customer through electronic mail. 12. 8. If they go for high-rise apartment projects targeting low and middle-income group. 2. more productive. Ensure the government policies. 7. The Asset Developments & Holdings Ltd should concentrate on the construction of high-rise apartment complexes rather than the small one. but effective. 11.

.................................................... .............................. ......................................................................... ............. Name : .............................. Company Orientation towards the Market Place 5.......................... Position : ........................... 3...................................................................................................................................................................................................... ........ Market Oriented Strategic Planning 7......... ......Marketing Practices of Asset Developments & Holdings Ltd (ADHL) Identifying the Respondent 1..... that is judging customer needs and behaving accordingly e........................................ What is the mission or broad object of your company? .............................................. ................................................................................................................................ Selling of the products and services d......... Societal Marketing............................................ Products that you offer c............................. 4............... Why is that main focus? ......... ........... that is social value addition through marketing 6........................................................................................................... 2....... ........... Production of services b... What levels of employees are responsible for planning the business? ................................ 8............................ Marketing............................................................. Main Office : ........ What is the main focus of the company? a.............. Contact Phone : ..................................................................................................

........... .......................................................................... What are the different steps while considering the planning of the company? ......... ............................................................................................................................................................ ........... ........ ........... 11......... then............................. ......... Does the firm generate Marketing Report?  Yes  No If YES................ . .. 13..................................................... ..................................................................................................... ... What are those projects and their departments? ...... Analyzing Overall Market & Marketing Opportunity 14..................... ........ . What are the usual contents of that Report? ............... then................. ...... ............................. ....... 10....... 9................ How different projects are maintained? Centrally from a single department Separately from different respective departments If they are maintained separately............. 12....................................... Does the company maintain an Internal Record System to find out marketing problem? Yes No If YES. then.....................

........................................... ................................. then..............................15................................................ ............................................... 19............... What are the marketing issues that affect the sales of the company? ................... ............ ........................ ..... ........................... Technological ...... ................. ................................... 17..... 16....................... .......................... ....... ......................................................... Do you consider environmental scanning as a major and most valuable element? Yes No If YES....... ............... 18........................... ............. Economic .......................................... ........................ Do the company perform any Research Project on your programs? Yes No If YES.............. What type of research you usually perform? . ................. ............................................................... What are the factors and forces that determine business planning of ADHL? Demographic ........ then.......................................................... ................................................. ............................................

........................................... ............................................. Competitive Environment 20.................. 23......................... . Political-Legal ............... Who you think are the competitors of your business? .. . ......... ........ .................... ................ Social-Cultural ................................... ............................................ What are the external opportunities your business enjoys over your competitors? ..... ................................... ........................ ........................ ........................................................................................................................................................................................................................... ...................................................................................... ...................................................................................... ............................................................ ................. 21.......................... ...................... ......................... 22............. What internal benefits and strengths you have company wide? .......................................................... ....................................................................................... .... What are the external threats posed by your competitors? .... ................ ...................................... ... ................................................................................. .............. ..

............................................... ... .................... ......24.............................................. What are the projects that you’ve sold so far? .................................. ................... What are the weaknesses you identify in your business? ..................................... ............... What are the other projects in hand? ......... 26................... Segmentation & Targeting 25.... .......................... ..................................................................... ....... ............................................................ ................. ........ 28.................... ....................................................................................... .. ............................... ............................ ............. .......... ...................... .............................................. ........................................................................................ What are the considerations the company plays while targeting the market? .......................................................................... ...... ............................. .... Managing Products & Services 27............................................................................................................................................................................................... ...................................... .............. .... What are the bases of your market segmentation? ............................... .......

............... Pricing Strategies 30............................... Internet Edition.. ........ ............................................................................................ New Age............................. .... ...... ............ How do you define the price of your services? ........................... and Bita... ................................................ McGraw-Hill Book Co........... ................. Marketing Management................... Prentice Hall.... . .. What are the services you provide along with the projects? ..D..................... L...................................... ..........com Kotler Philip.... .............................. .......... ....................... .......................... ......................... ........................................................................................ ........................................... .............. 1993... ..... ........ ......... 31.................................J................ .................................................. Singapore.......... 2000................... Dhaka Dairy...... .......................................newagebd.... Bibliography Kamaluddin Sayed.. 4th edition........ Consumer Behavior........... 2007.................................................. India..... Loudon................ 29.... March 22......................................................... ..... What are the points you consider in determining the price level of your offerings? ................................................ ........... www. A...... David......

The commitment theory of relationship marketing.bd. Prentice Hall. Paul & Olson J.ashiyancity. R. 1980.Morgan. USA. The Sales Report of Asset Development & Holdings Ltd. C. visited on 20th April 2008 Web Site: www. Singapore. 1999.bd.com/apartmnet . Consumer Behavior & Marketing Strategy.asp.com/history/realestate. Advertising (4th edition).. Peter J. 1994. 2008 Wells William. Irwin/McGraw-Hill. (5thedition). & Hunt.. Dhaka. Web Site: www. et al.mph visited on 25th April 2008 . S.japangardencity.

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