Bangladesh University of Professionals

MGT- 8503

Report on

“Strategic evaluation of Bashundhara LPG Limited

Limited"

Submitted To
Maj. Gen. Alauddin Wadud

Submitted By
(Group-3)
Serial Name ID
1 Rubaiya Rahman 19022025
2 Jannatul Ferdous Akhi 19022027
3 Jewel Ahmed 19022063
4 MD. Saif Aus Sultan 19022081
5 A.S.M Sayem 19022097
6 Chandrica Banik 19022099

Batch 22 (A)

2 thFebruary, 2021
Date of Submission: 25
 Table of content
Topics Pages
Letter of Transmittal 2
Executive Summary 3
Chapter (1) - Introduction 4-5
1.1 Introduction 4
1.2 Objective of the report 4
1.3 Methodology 5
1.4 Limitations 5
Chapter (2)- Overview of The organization 5-7
2.1 What is LPG? 5
2.5 Bashundhara LP Gas Limited 5-6
2.6 Mission, Vission and Objective Of Bashundhara LPG 7
Chapter(3)- Strategic Evaluation of Bashundhara LPG 7-14
3.1 SWOT Analysis: 7-8
3.2 Present Analysis: 8-9
3.3 Marketing Strategies of Bashundhara LPG 9
3.4 Porter’s Five Forces 9-10
3.5 BCG Matrix 11-12
3.6 Marketing plan of Bashundhara LPG LTD. to beat their 12
competitors
3.7 Implementation & Control of Strategic Planning of Bashundhara 13
LP
Chapter(4)- Findings, Recommendations, Conclusion 13-14
4.1 Finding 13
4.2 Recommendation 14
4.3 Conclusion 14

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 Letter of Transmittal

25th Ferbruary, 2021

To
Maj. Gen. Alauddin Wadud
Faculty of Business Studies
Bangladesh University of Professionals

Subject: Report on "Strategic evaluation of Bashundhara LPG Limited"

Dear Sir,
With due honor, we are wishing to inform you that it was a matter of great pleasure as well as
learning to prepare a paper on " Strategic evaluation of Bashundhara LPG Limited " the
under the course of Strategic Management. Actually, we have enjoyed more in preparing this
report. We have worked hard to prepare this term paper. So, we would be highly obliged if the
content of the report has been acceptable to you.

Though we have put our best efforts yet it is very likely that the report may have some mistakes
and omissions that are unintentional. So, we hope that the term paper will be worthy of your
consideration.

Sincerely yours,

Jannatul Ferdous Akhi

Id: 19022027
Bangladesh University of Professionals (BUP)
(On behalf of the Team members)

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 Executive Summary
Bashundhara Group is one of the largest industrial conglomerates of Bangladesh as a real
estate company venture under the name East West Property Development Ltd The first project
of EWPD turned out to be very successful.

In the year of 1999, Bashundhara LP Gas Limited, started off as the First Private LP
Gas importing, bottling and marketing company in Bangladesh. The company has a
state-of-the-art LP Gas plant in Mongla Port Industrial Area. Being a subsidiary of
country’s eminent business conglomerate Bashundhara Group, the company
embarked on a journey to meet the growing demand for cooking gas and give end
users the relief they have long been looking forward to.

The process of strategy evaluation is often overlooked in the overall strategic management
process. After the flurry of activity in the initial planning stages, followed by the reality check of
executing your strategy alongside business-as-usual, strategy evaluation is often neglected and
Strategic plan establishes what kinds of businesses the company will be in and its objective for
each. Then within each business unit, more detailed plans are taken by the unit managing
director. In this paper, it gives us a clear idea about the current scenario Bashundhara LPG, their
mission, vision, objective, their strategic management, Basically we have discussed strategic
planning, implementation , and evaluate of Bashundhara LPG limited.

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 Chapter (1) - Introduction
1.1 Introduction

The Bashundhara Group has started operation as a real estate venture known as
“Bashundhara” under the tutelage of the Group’s first concern- The East West Property
Development (Pvt) Ltd in 1987. This project turned out to be a very successful one and had
helped to grow the trust and confidence of the urban people in “Bashundhara”. Dhaka’s soaring
population, coupled with a visibly slow growth of housing led to the landmark success of
Bashundhara. Driven by the upshots of this success, Bashundhara geared up to invest in new
fields, including manufacturing and trading. More enterprises were established in the early

1990s, covering diverse activities involving the production cement, paper and pulp, tissue
paper, steel, LP Gas bottling and Distribute on, and a trading company, among othersOur
concentrate organization is Bashundhara LPG Limited. In 1999, Bashundhara LP Gas Limited
began its journey as the leading private LPG import, packaging and advertising organization in
Bangladesh. "Taking into account the positive development of the business and the growing
interest of customers, Bashundhara builds the second largest LPG filling plant in Southeast Asia
in Keraniganj, Dhaka, which will start functioning soon," said the Director of Advertising of
Bashundhara LPG, Jasim Uddin. In 2011, the organization saw its founding of a world-class
barrels manufacturing plant by Sundarban Industrial Complex Ltd in Mongla Port Industrial Area
on the bank of the Pashur River. On the exceptional nature of his article, Jasim Uddin stated:
"Bashundhara LP Gas is satisfied with its more extensive circulation to organize, with merchants
and wholesalers/retailers on each side of the nation. However, the most important thing is that
the article in yes he is one of a kind in his class for some outstanding highlights. “The company
authorities also informed that Bashundhara LP Gas will manufacture new ships to transport LP
gas to the whole country (Chowdhury, 2017).

1.2 Objective of the report

 To provide a general concept of LPG industry and explain the emergence of

LPG industry in Bangladesh
 Current Scenario of Bashundhara LPG Ltd
 To show how this company implementing their strategic plans and control.
 To evaluate their business strategy

1.3 Methodology
The nature of the report is descriptive. Secondary data’s have been used.
 Secondary Data Sources:
 Website of several Bangladeshi companies doing business with LPG
 articles published by several authorized entities

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  newspapers, articles, and books
 Internet

1.4 Limitations

Preparing a report on this topic is bit difficult task, while I was preparing this report I had
confronted few issues and constraints those are given below:

 Data on this topic were not available as expected.

 Absence of latest data.
 As the time frame was short, there is a chance of having error in any stage of data
collection, data entry, data organizing, data sorting and interpretation of result.

Chapter (2) - Overview of The organization

2.1 What is LPG?

LPG (liquefied petroleum gas): represents hydrocarbon fuel gases, including propane, butane
and mixtures of these gases. LPG, condensed through pressurization, originates in the handling
of flammable gas and oil refining. LPG is used as heating, cooking and own fuel. LPG discharges
the smallest carbon impression in contrast to conventional powers when copying for vitality.

2.2 Bashundhara LP Gas Limited:

In the year of 1999, Bashundhara LP Gas Limited, started off as the First Private LP
Gas importing, bottling and marketing company in Bangladesh. Being a subsidiary of
country’s eminent business conglomerate Bashundhara Group, the company
embarked on a journey to meet the growing demand for cooking gas and give end
users the relief they have long been looking forward to.

In 2011, the company saw its establishment of Sundarban Industrial Complex Ltd. –
the biggest LPG Cylinder Manufacturing Plant of the country situated in Mongla
Port Industrial Area on the bank of river Pashur.

It now runs country’s widest LPG distribution chain, thanks to its strong business
bond with distributors countrywide. The biggest storage facility, highest production
capacity, two satellite plants in Chittagong & Bogra, Sales Depot in key districts of
the country and its inimitable ability to maintain the supreme product quality
ensured by its well-equipped lab have already put the brand in leading position
with the largest market share.

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The company markets its cylinders under the brand name Bashundhara LP Gas in
glossy red color. Apart from this, a yellow cylinder
cylin der has been made available of late
under the brand name Bashundhara Premium LP Gas. Individual cylinders are sold
in 30 & 45 Kg following the market demands. For corporate and real estate clients,
the company provides a comprehensive Reticulated Gas Installation
Insta llation system from
which a number of end users can have their supply of gas from a gas cylinder
reservoir installed in their premises.

Bashundhara LP Gas now runs country’s widest LPG distribution chain, thanks to its
strong business bond with distributors
distrib utors countrywide. The biggest storage facility,
highest production capacity, satellite plants, sales depot in key districts of the
country and its inimitable ability to maintain the supreme product quality ensured
by its well-equipped
equipped lab have already put the brand in leading position with the
largest market share.

2.3 Mission, Vission and Objective Of Bashundhara LPG:

2.3.1 Mission -The

The mission of BLPGL is to place the as responsible brand of the
industry in terms of quality, safety and performance. And this will be achieved by
maintain superior product quality in every stages, state-of-art
state art technology and
skilled team. We devoted to maintain the safety of the product through series of
lab test and re-testing
testing the cylinders in regular intervals.

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2.3.2 Vision- Make a mentionable amount of
households of Bangladesh towards LP Gas user from
traditional cooking method considering the
convenience, pricing, health, environmental issues.

2.3.3 Objective: Bashundhara Group first started LPG

business in the country with an objective to save the
country’s valuable natural gas. The company aims to speed up the current momentum further
to take Bashundhara LP Gas to the root level of this country with ensuring rational product
pricing, perfect weight and maximum safety level of the user.

Chapter (3) - Strategic Evaluation

3.1 SWOT Analysis:

Strengths: Weakness:

 Strong brand portfolio  Need more investment in new

 High level of customer satisfaction.
 Bashundhara LPG has the strongest
base of genuine suppliers of raw
materials.
 Skilled workforce through training.
 Innovative ideas like Nirapod nibas
campaign for consumers to create
awareness of using (LPG) gas for
financial and environmental benefits.
 Company has set up the biggest
cylinder manufacturing plants with
highly equipped laboratory.
 Highly logistic support.
inventions or technologies.
 Need more advanced skills for
maintain LPG cylinder.
 Shortage of supply.
 Operated in a regulating pricing
environment.
 Geographical concentration on
operations like changing climate,
delivery location etc.

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Opportunities: Threats:

 This company finally is about to set  Increasing competition

up a South East Asia’s second largest  Government regulations can affect
LPG filling gas in keraniganj this will extremely.
lead to market development and will  Solar energy may take over natural
be great opportunity to raise its gas utilities.
competitiveness over others.  Development of constructing
production
 Availability of raw materials can be an  Rising raw materials can create threat
opportunity for the company. to profitability.
 Falling behind to bring new
 Growing economy and high demand. technologies before the competitors.
 Expand into other geographic.

3.2 Present Analysis:

Political factors: Economic factors:

 Political uncertainty.  Types of economic systems and

 Geopolitical dispute. economic stability.
 Restricted trade regulations and taxes.  Government interference in the free
 Wage laws. market.
 Corruption level especially in utilities  Global economic crisis.
sectors.  Host country’s comparative
advantages.
 Infrastructure quality.

Social factors: Technological factors:

 Raising global gas consumption level  Lacks of bringing new innovation to

due to increasing population. the market.
 Social conventions.  Shortage of skills.
 Social attitudes like health and  Recent technological development by
environmental consciousness. the competitors.
 Changing customer’s preferences that  Impact on cost structures.
natural gas is more cleanest than the  Regulations of Government to
fossil fuels. implement something new.
 Skill levels of the population.
 Common perception of the social

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 people towards using cylinder gas.

Environmental factors: Legal factors:

 Changing climate.  Employee discrimination laws.

 Laws towards environment pollution.  Safety laws.
 Recycling.  Employment laws.
 Put species at risks.  Intellectual property laws.
 Attitudes toward eco-friendlyproducts.  Anti- trust laws.

3.3 Marketing Strategies of Bashundhara LPG:

Bashundhara Group’s major marketing decisions can be classified

in the following four categories
 Product
 Price
 Place (Distribution)
 Promotion

These variables are known as the marketing mix or the four P’s of
marketing. They are the variables that marketing managers can control in order to best satisfy
customers in the target market. Bashundhara Group attempts to generate a positive response
in the target market by blending these four marketing mix variables in an optimal manner. And
the group has a unique sales promotion program which helps much in the marketing strategies.
They run the following sales promotion strategies-
1) Sales Promotion-
 Gift card
 Discounted prices
 Free service campaign
 CRM (Custom relationship management)
 Occasional packages
2) Advertising
3) Direct Mail
4) Personal Selling

3.4 Porter’s Five Forces:

 Threat of new entrants: New entrants or companies can bring new innovations, the
advanced or unique ways of doing things may create pressure on the Bashundhara LPG

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 company such as lowering prices, developing mechanisms, find out more unique
strategies.

How to solve:

 By bringing new products or services or technologies.

 By achieving economies of scale to lower the fixed cost per unit.

 Bargaining power of suppliers: Powerful suppliers can use their bargaining power to
take more prices from the company and lowers the overall profitability of the company.

How to solve:

 Establish efficient supply chain with multiple suppliers.

 By testing product designs using various materials so that if the price of one
material goes up company can shift to another one.

 Bargaining power of buyers: It is so natural that buyers are demanding a lot by paying
minimum which create more pressures on the Bashundhara LPG company.

How to solve:

 Bringing up on new products frequently can decrease buyer’s powers.

 Threats of substitute products or services: The threats of substitute services are always
high if it meets a value proposition which is different from the today’s offering of the
company.

How to solve:
 Realizing the core needs of the customers.
 Enlarging the customers switching costs.

 Rivalry among the existing competitors: If the number of rivalry players in the industry
is very extreme, it will lower the prices and decrease the whole profitability of the
company.

How to solve:
 By establishing benchmarks so that company can better compete.
 Cooperate with competitors to enlarge market size.

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3.5 BCG Matrix

The Boston Consulting Group approach (BCG):

It is a process of evaluating a company’s strategic

business units in terms of their market growth

rate and relative market share. The SBUs are Stars,

Cash cows, Questions marks, Dogs.

BCG Matrix of Bashundhara Group:

High Low
High Relative Market Share

Star Question Mark

Market Growth rate

Bashundhara LP Gas, Bashundaha Paper Bashundhara Technical Institute,

mills, East west Media grp Ltd Bashundhara convention center

Cash Cow Dog

Low Meghna Cement Mills Ltd, East West Bashundhara logistics limited, Bashundhara
Property Development (Pvt) Limited steel and engineering ltd, bashundhara
(EWPD) dredging company limited
Stars

In this position a company has high growth rate and strong market share. It needs huge amount
of investment to keep their rapid growth. After above discussion we can say that Bashundhara
LP Gas, Bashundaha Paper mills, East west Media grp Ltd are in the star position.

Cash cows

Bashundhara Technical Institute, Bashundhara convention center in the cash cow position
because this company has low growth rate and strong market share. This company needs less
investment to keep their current position. They produce a lot of cash that the company uses to
pay its bills and to support other SBUs that need investment.

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Questions marks

Meghna Cement Mills Ltd, East West Property Development (Pvt) Limited (EWPD) are in the
questions marks position because this company has high growth rate and weak market share.
Sometimes this company converts into star position.

Dogs

Bashundhara logistics limited, Bashundhara steel and engineering ltd, bashundhara dredging
company limited are in the dogs position because it has low growth rate and weak

market share. It may generate enough cash to maintain themselves but do not promise to be
large sources of cash.

3.6 Marketing plan of Bashundhara LPG LTD. to beat their competitors:

Currently Bashundhara LP gas is offering solutions to

Industrial Solutions

Hotel & Restaurant, Boiler, Generator, Bakery, High- temperature treatment of Metal, Vehicle
Fuel-auto gas, Industrial Furnace, De-frosting, Water Heating, Shrink-Wrapping, Oxy-propane
cutting, Dryer

Residential Solutions

Apartment, Duplex Building, Multi-storied Complex, Housing Project

As they are focusing on cost leadership strategy and 24/7 customer service which is to derive
customer satisfaction in the long run. Bashundhara LP gas has reduced the prices of their
products to attract customers and with quality in terms of product and customer satisfaction by
providing free delivery and set up of their products anywhere in Bashundhara R/A. With
targeting a vast customer segment with different versions of products with cost leadership with
superior quality assurance, they plan to beat the customers

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3.7 Implementation & Control of Strategic Planning of Bashundhara LPG:

Chapter (4) - Findings, Recommendations, Conclusion

4.1 Finding:
1. Investment on new inventions or technologies not to sufficient
2. They are using technique and skill for maintain LPG cylinder but that are not much
advanced.
3. There is shortage in their supply.

4. The corporation has some problems in their legal sector.

5. According to the BCG metrix Bashundhra Lpg below in Star position.

4.2 Recommendation:
1. Need More investment in new invention or technologies to stay ahead to the
competitors.
2. Need more advance techniques and skill for maintain LPG cylinder
3. Solve the problem of supply, increase the supply.
4. If the corporation improves their legal problems, they could create more popularity than
previous.
5. They should invest more in LPG business for holding this position

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4.3 Conclusion

Bashundhara Group is the biggest corporation in our country. From above discussion we can
say that the corporation strategic plan is effective. Now-a-days it wants to capture foreign
market by producing quality products. As a first moving company of this sector
Bashundhara LP Gas Ltd (BLPGL) is always leading the industry with capacity,
innovation and doing of business. It is to be mentionable that, industry is now
growing fast . To ensure an uninterrupted distribution around Bangladesh, the
company has its self-owned road tankers and customized delivery trucks to make
sure products reach to the farthest point of its delivery network. Besides,
Bashundhara LP Gas is going to built new vessels for carrying LP Gas in river across
the country. No matter what goes on, we stay committed to make our delivery on
time. Bashundhara LP Gas come up with a complete LPG solutions named "Easy
Solutions" that suitable for the bulk LPG user while there is an imminent gas crisis.
This is designed for bulk LPG supply with installation of reticulated system/ setting
up gas cylinder reservoir. The system will be suitable for multistoried building,
hotel and restaurants, commercial and industrial premises.

Reference-
 https://www.academia.edu/10267564/An_Organizational_Overview_of_Bash
undhara_Group_Prepared_By_Group_5
 https://www.assignmentpoint.com/business/management/strategic-
planning-of-bashundhara-group.html
 https://www.academia.edu/37860784/Group_Assignment
 https://www.bashundharalpgas.com/about-us

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