Title of the Assignment: Bringing Urban Company to Bangladesh

Course Title: International Marketing

Course ID: MKT401 (INB401)

Section: 01

Semester: Summer

Group Name:
NAME ID

Yeasin Arafat Fahim 1721787

Jagannath Saha 1722075

Tanin Rahman Tushar 1721151

Ismat Jahan Amina 1720153

 Letter of Transmittal

To,
Mr. Abul Khair Jyote
Senior Lecturer, MKT401 (INB401)
Independent University Bangladesh (IUB)
Bashundhara R/A, Dhaka
Date: 20th September 2020

Subject: Submission of International Marketing Plan on Urban Company in Bangladesh

Dear Sir,
With due respect, it is our pleasure and honor to be your students and have this opportunity to
present a report on International Marketing Plan on Urban Company in Bangladesh. How the
operations will run in Bangladesh and its marketing plan to introduce it to our country and the
need of the service. While preparing the report we have given our best effort thoroughly on the
topics regarding this sector, and we believe and hope that our report will provide a clear
conception.

We are more than willing to answer any questions regarding this report and clarify it fully to our
understanding. Thank you very much for all your support, which helped us significantly in
preparing this report.

Sincerely yours,

TEAM VALORANT

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 Acknowledgment

Our respected faculty, Mr. Abul Khair Jyote deserves our greatest gratitude for giving us a solid
guideline throughout numerous consultations. He more than happily welcomed all our obstacles
and confusions regarding this report and acted as a silent backbone of it. We are extremely
thankful to our honorable faculty who took keen interest on our report and supported us to the
fullest.
We would also like to expand our deepest gratitude to all those who have directly and indirectly
guided us in writing this assignment. Many people, especially our team members themselves,
have made valuable comments and suggestions on this report, which gave us an inspiration to
improve our assignment by a large margin. We thank all the people for their help directly and
indirectly to complete our assignment.

Thank you.

3
 Executive Summary

This report is based on the marketing plan on bringing Urban Company to Bangladesh by
franchising. A service providing organization like Urban Company doesn’t yet exist in
Bangladesh market. Bringing such organization to start their operation in Bangladesh will be
very much beneficial for economical growth and technological advancements in our country. An
Indian organization that was founded in November 2014 is an urban business formerly known as
Urban Clap. It is one of Asia's largest service-based organization now doing its operations in
India, UAE, Australia, Sydney, in different locations. They started with a handful of
professionals back in 2014 and today UrbanClap has nearly 50,000 professionals and 15,000
more in line seeking to be part of this company. This service-based organization has all the
household services as well as beauty services for both men and women. The application is user
friendly and the customers are able to select services and time according them. The Urban
Company presumably goes to adopt a variety of dynamic pricing strategy, where service prices
continuously adjust, in response to real-time supply and demand of the service.
The report has the detailed marketing planning that will be done for starting the operation in
Bangladesh.

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Contents
Letter of Transmittal........................................................................................................................2

Acknowledgment.............................................................................................................................3

Executive Summary.........................................................................................................................4

Introduction......................................................................................................................................7

Cultural Analysis.............................................................................................................................8

Geographical Aspects..................................................................................................................8

Religion........................................................................................................................................8

Hofstede’s Cultural Dimensions..................................................................................................8

Self-Reference Criterion............................................................................................................11

Cross-Cultural Analysis.............................................................................................................13

Economic Analysis........................................................................................................................14

Technology and Science............................................................................................................14

Employment Rate......................................................................................................................14

Market Analysis.............................................................................................................................15

The service.................................................................................................................................15

The Market.................................................................................................................................16

SWOT Analysis.........................................................................................................................17

Distribution of Service...............................................................................................................18

Pricing Strategy.........................................................................................................................18

Competitor Analysis..................................................................................................................19

The Services that Urban Company have compared to their competitor in Bangladesh............20

Service Quality Dimension of The Urban Company.................................................................20

Business Plan.................................................................................................................................22

Marketing Objectives.................................................................................................................22

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 Marketing Communication........................................................................................................23

Product Adaptation or Cultural Modification............................................................................23

Distribution Channels................................................................................................................24

Implementation and Operations.................................................................................................24

Conclusion.....................................................................................................................................26

References......................................................................................................................................27

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 Introduction

Urban company formerly known as Urban Clap is an Indian organization which was launched in
2014 November. It is one of the largest service-based organization in Asia now doing its
operations in various places in India, UAE, Australia, Sydney. They began with a handful of
professionals back in 2014 and today UrbanClap has close to 50,000 professionals with another
15,000 in line trying to be part of this growing community. This platform helps customers book
reliable home services like, beaty services, cleaning, plumbing, electrical appliance repair,
painting and many more. The vision of the company is empowering millions of services
professionals across the world to deliver services at home with affordable pricing. The company
has affiliated with thousands of service professionals and helping them with training, credit,
product, procurement, insurance, technology, etc. UrbanClap directly connects users with
professionals who emerge to be the best of their kind. The team has had a lot of challenges but
they’re still paddling them all. This business model served the economy’s dual purpose: to the
problems of potential consumers and to help them derive more value from daily needs; and to
enable local service workers (or “micro-franchisees”) to get more work than ever before. Before
such a demand for services existed, these workers had jobs dependent either on word-or-mouth
or by different intermediaries, such as shops and local brokers. 
Bringing Urban Company to Bangladesh will be beneficial for both the service receivers and
providers. A service-based company like this is able to solve many household problems as well
as beauty services at your home just by a few clicks and as its an Indian organization we have a
lot in common and the bonding between India-Bangladesh is good both economically and
politically. This franchising will be profitable for both the countries. The quality will be
maintained with trained professionals.

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 Cultural Analysis
Geographical Aspects
At first, we will be starting with a handful of professionals in the capital. Since Dhaka is densely
populated and has a population over 20 million, it will be easier for us to attract large amount of
customer.
Imagine that your air condition unexpectedly stops working in the summer as the clock ticks at
10 pm. Now that you feel hot and you need a person to fix your ac, you will be asking your
relatives if they know someone who can fix them. If they all reject, what to do next? What if an
agency comes into motion from where you will ask the individual and your problem is solved
right at the moment? Since 2/3 of
the year’s average temperature
stays around 30 degrees Celsius,
our main aim is to gain as much
customer as possible within this
time. Because of hot temperature
and humidity, the number of
people using air condition rises.

Religion
Everyone has the equal right to follow his/her religion. We respect all the religion and their
teachings. Suppose a woman needs a haircut at home and she is a Muslim, and her preference is
that she wants a girl or a woman to do her job. We will make sure to satisfy our customer
through thick and thin.
Hofstede’s Cultural Dimensions
Hofstede's cultural dimensions’ theory may be a framework for cross-cultural communication,
developed by Geert Hofstede. It shows the effects of a society's culture on the values of its
members, and how these values relate to behavior. The dimensions are, Power Distance,
Individualism/Collectivism, Masculinity/Femininity, Uncertainty Avoidance.

8
Individualism/Collectivism
The fundamental issue addressed by this dimension is that the degree of interdependence a
society maintains among its members. It has to try to with whether people´s self-image is defined
in terms of “I” or “We”. In Individualist societies people are alleged to take care of themselves
and their direct family only. In Collectivist societies people belong to ‘in groups’ that lookout of
them in exchange for loyalty.
India- India, with a rather intermediate score of 48, is a society with both collectivistic and
Individualist traits. The collectivist side means there's a high preference for belonging to a bigger
social framework during which individuals are expected to act in accordance to the greater good
of one's defined in-group (s). In order to maintain a sense of harmony, they will act with
decorum at all times and will not do anything to cause someone else public embarrassment
Bangladesh- Bangladesh, with a score of 20 is considered a collectivistic society. This is
manifest during a close long-term commitment to the member 'group', be that a family, relatives,
or extended relationships. Loyalty during a collectivist culture is paramount, and over-rides most
other societal rules and regulations.
So, Bangladesh and India both are collectivist country. As both of the countries are collectivist
country it would be much easier for us to understand the culture and believes to market our
service. This is an advantage for us being as collectivist as they are, we can assure them of
maintaining long term relationships with us and create a strong bond with them.
Masculinity/ Femininity
The fundamental issue here is what motivates people, eager to be the simplest (Masculine) or
liking what you are doing (Feminine). A high score (Masculine) on this dimension indicates that
the society are going to be driven by competition, achievement and success, successfully being
defined by the winner / best in field – a worth system that starts in class and continues
throughout organizational life.
A low score (Feminine) on the dimension means the dominant values in society are caring for
others and quality of life. A Feminine society is one where quality of life is that the sign of
success and standing out from the gang isn't admirable.
Bangladesh- Bangladesh scores 55 on this dimension and can be considered a Masculine
society.
India- India is considered a masculine country with a score of 56 on this dimension. India is
extremely masculine in terms of visual displays of success and power; despite the very fact it
scores barely above the midrange. In masculine countries like India, the focus is on success and
achievements, is validated by material gains, work is the center of one’s life and visible
symptoms of success in the workplace is very important. The Indian culture values assertiveness,
competitiveness and ambition
Uncertainty Avoidance

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The extent to which the members of a culture feel threatened by ambiguous or unknown
situations and have created beliefs and institutions that try to avoid these is reflected in the score
on Uncertainty Avoidance.
India- India scores 40 on this dimension and thus has a medium to low preference for avoiding
uncertainty. In this country, there is acceptance of imperfection; nothing has to be perfect no has
to go exactly as planned. Traditionally, India may be a patient country where tolerance for the
unexpected is high. People in India generally do not feel driven or compelled to take action-
initiatives and feel comfortable when settling into established rolls and routines with questioning.
People in cultures with a medium to low uncertainty avoidance level tend to value risk-taking,
seek change instead of avoiding it, and demonstrate a high tolerance for difference or error. India
possesses all of these traits which makes it a favorable destination for outsiders to establish
business relationships.
Bangladesh- Bangladesh ranked high in uncertainty avoid index (score of 60). Bangladesh
features a culture of low risk and low change tolerant. The intercultural capabilities and
inclinations for uncertainty or risk are low. New plans are studied and analyzed with awareness
to make certain whatever risks they found are well defined and understood. In case of any
changes, the new proposals are supposed to be stabilized and accepted by the people.
Intercultural understanding is significant for risk considerably influenced by the consequences of
failure for both individual and organization.
Power distance
It represents the notion of power, status and the attitude of people towards power differences.
The relationship between managers and subordinates is highly influenced by the power distance.
India- India scores high for this dimension 77, which indicates a high level of inequality in
regards to power and wealth within the society. This condition isn't necessarily subverted upon
the population, but rather accepted by the population as a cultural norm. In this type of society,
managers count on the obedience of their team members and employees expect to be directed
clearly in regards to their functions and what is expected of them. India is a strong example of a
culture with high power distance as its Caste System divides the Indian population into five
groups, with each group having a higher status than the one below it. These castes define the
power of an Indian citizen from birth and they cannot aspire to enter another caste.

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Bangladesh- Bangladesh scores high on this dimension (score of 80) which means that a high
level of inequality of power and wealth within the society. This condition isn't necessarily
imposed upon the population, but rather accepted by the society as a cultural norm. Everyone is
ranked in the society. People believe in the differences of social status within all organizations.

90 Bangladesh India
80 77
80
70
60
60 55 56
48
50
40
40
30
20
20
10
0
Power Distance Collectivism Masculinity Uncertain
Avoidance

From this figure we can conclude that India and Bangladesh both of these countries are almost
similar in terms of power distance masculinity. The only difference is that India is low in
uncertainty avoidance and collectivism whereas Bangladesh is high. As there are similarities
between us Bangladesh and India, marketing our service to our country would be easier for us if
we could successfully promote our Brand keeping the culture in mind.
Self-Reference Criterion
Self-Reference Criterion (SRC) is an unconscious reference to one’s own cultural values,
experiences and knowledge as a basis for decision. SRC prevents us from becoming aware of
cultural differences. To avoid errors in a business decision, the marketers need to conduct a cross
cultural analysis that isolates the SRC influences and will maintain a vigilance regarding
ethnocentrism.
To successfully market our business, first we need to know the culture of Bangladesh to avoid
SRC. We need to know both their traditional culture which includes festivals, beliefs, symbols,
colors and business etiquettes.

Bangladesh Business Etiquettes

• Formal behavior is predicted when conducting business in Bangladesh.
• Address your Bangladeshi counterparts as ‘Sir’ or ‘Madam’.

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• Greetings usually happen between members of an equivalent sex.
• Bangladesh may be a hierarchical society where people are respected for his or her age and
position.
• Face and self-esteem are an important a part of Bangladeshi culture, therefore a person
criticism in business situations must be done carefully and with sensitivity.
• Within the Bangladeshi work place, senior colleagues and particularly elders are obeyed and
revered. Discussions are nearly always lead by the foremost senior person. Final decisions rest
with the highest-ranking executives, therefore it's important to take care of strong relationships
with senior figures in Bangladeshi business.
• Bangladeshis are usually polite and courteous and have a welcoming attitude towards
foreigners. it's important to determine personal relationships on a one-to-one basis and to
schedule many face-to-face meetings.
• The display of affection publicly is suitable. However, negative emotions are normally not
shown.
• Qualities such as education, experience and leadership are valued and you ought to confirm to
use a person’s title and surname when communicating.
• Meetings are generally led by the foremost senior member of staff, who sets the agenda,
content and pace of the meeting.
• Meetings usually begin with friendly chitchat. this might include personal questions regarding
your health and family and are wont to build a rapport.
• It is vital to determine a private relationship before embarking on business related talks.
• Communication is formal and follows a hierarchical data structure.
• Bangladeshis will phrase sentiments in such how that it's up to people to read between the lines
to know what's being implied. Phrases like ‘we will try’ or ‘that could also be difficult’ may
really mean ‘this can't be done’.
The most important things to stay in mind if you would like to succeed in a deal in Bangladesh:
Avoid hard selling: Don’t be too aggressive to close the deal, it is disrespectful and undermines
your credibility.
Double-check by asking questions: The implicit way of communication of the Bangladeshis
can cause a fair amount of misunderstandings. Make sure you ask questions and phrase them in
several ways to eliminate any chance of ambiguity.
Never embarrass a Bangladeshi: Maintain harmony and don’t do anything that might upset or
make your counterpart uncomfortable in any way. Show respect, especially towards elders and
officialdom, to stop them from losing face.

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Be punctual: Make sure to be on time, but expect your business partners to be late. Being
punctual is additionally a symbol of respect that indicates that you simply take doing business
with them seriously.
Respect the culture and Bangladeshi’s way of doing business: Bangladeshis don’t expect you
to know all their customs. However, you'll be more successful if you show a respectful attitude
towards their culture and adapt to their way of doing business.

Cross-Cultural Analysis
Bangladesh
Languages- Bangla 98.8% (official, also
known as Bengali), other 1.2%
India
Languages- Hindi 43.6%, Bengali 8%,
Marathi 6.9%, Telugu 6.7%, Tamil 5.7%,
Gujarati 4.6%, Urdu 4.2%, Kannada 3.6%,
Odia 3.1%, Malayalam 2.9%, Punjabi 2.7%,
Assamese 1.3%, Maithili 1.1%, other 5.6%.

Geography - Most of the country is situated Geography- dominates South Asian

on deltas of large rivers flowing from the
Himalayas: the Ganges unites with the
Jamuna (main channel of the Brahmaputra)
and later joins the Meghna to eventually
empty into the Bay of Bengal
Religion- The major religion in Bangladesh is
Islam (88.23%), but a significant percentage
of the population adheres to Hinduism
(10.69%). Other religious groups include
Buddhists 0.6%, (mostly Theravada),
Christians (0.3%, mostly Roman Catholics),
and Animists (0.1%)
Environment- The climate of Bangladesh is
subtropical and tropical with temperatures
ranging from an average daytime low of
21°C (70°F) in the cold season to a top of
35°C (95°F) in the hot season. Also,
Bangladesh has high mountains, swamplands,
grassland, areas surrounding with rivers.
subcontinent; near important Indian Ocean
trade routes; Kanchenjunga, third tallest
mountain in the world, lies on the border with
Nepal
Religion- 79.8% of the population of India
practices Hinduism, 14.2% adheres to Islam,
2.3% adheres to Christianity, 1.7% adheres to
Sikhism, 0.7% adheres to Buddhism and
0.4% adheres to Jainism
Environment- India has the world's most
biodiverse Eco zones—desert, high
mountains, highlands, tropical land
temperate forests, swamplands, plains,
grasslands, areas surrounding rivers and an
island archipelago

As Bangladesh and India are almost similar in their culture. As there are similarities between
Bangladesh and India, marketing our service to our country would be easier for us if we could
successfully promote our brand keeping the culture in mind.

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 Economic Analysis
Bangladesh recorded one of the fastest growth rates in the world in the past few years with a
stable economic performance that has helped to reduce poverty and social inequalities. GDP
growth was estimated to have reached 7.9% in 2019 and is forecast to fall to 2% in 2020 due to
the outbreak of the COVID-19 and pick up to 9.5% in 2021, according to the updated IMF
forecasts from 14th April 2020. The post-pandemic global economic recovery and the private
consumption boosted by strong remittance flows from the Bangladeshi diaspora around the
world are expected to be the key drivers of growth in 2021. Urban Clap will help it even more to
grow the GDP even in this pandemic situation.
Technology and Science
Necessity is claimed to be the mother of invention, but altogether human societies, “necessity”
may be a mixture of culturally conditioned perceptions and therefore the actual physical
necessities of life. The concept of need, of what's wanted, is that the ultimate driver of markets
and an important dimension of innovation. And because the example of the planet Wide Web
shows, need is extremely difficult to spot before it reveals itself during a mass movement. This
world is running on technology and it updating each and every day. The introduction of an app-
based platform like this will help gaining more exposure and draw more consumers. With the
technological and organizational support from the home country (India) we can learn new ways
and procedure of doing a work and running the organizations more improved and organized way.
Employment Rate
Urban Company starting its operation in Bangladesh will be providing jobs to many people to
run the organization here therefore, the employment rate will increase. Many workers would be
assigned, trained and be provided credit and technical support by the collaboration with the
company for running the business in Bangladesh.
In this current pandemic situation, it is very hard for people to find a job. Many people are losing
their jobs, many are even trying to get one. This pandemic made it even harder. By the end of
2020 the unemployment rate is likely to reach 4.40 percent. Since we are offering our services in
various department, we will need a handful of employees. Thus, it will help to rise in the
employment rate.

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 Market Analysis

The service
The Urban Company is service based company. Urban Company provides all kinds of home
services that you will need for a comfortable life. The major services that Urban company
provides are:
 Salon At home
This service works at a 3-step process i) Choose a salon service ii) Choose your preferred time-
slot iii) Relax and enjoy the salon service.
 Haircut At home
Haircut at home consists of different categories of service for example: The Package Deals,
Haircut for Men, Haircut for Kids, Shave beard and Moustache, Head and Shoulder Massage,
Hair Colour.
 Cleaning and Disinfection
This a service where you can choose the for cleaning. You can also clean your cars and disinfect
them by availing this service. More service under cleaning and disinfections includes Office and
shops disinfection, Full home Deep cleaning, Car cleaning, Professional Bathroom Cleaning,
kitchen Deep Cleaning, Carpet Cleaning, Professional Sofa Cleaning and Home & Car
Disinfection package.
 Appliance Repair
The appliance that Urban Company repair are done trained and skill professionals. The
appliances are: i) Air Condition ii) Microwave iii) Refrigerator iv) Washing Machine v) RO or
Water Filter vi) Chimney vii) Geyser viii) Air Cooler ix) Television
 Painters
While availing the painter service you can choose your desired paint colour brands and your
desired colour shade. The painting service also consists of 3 simple steps which are: i) Share
your requirements (Type of property, Area to be painted, timelines etc) ii) Get your free survey
(this survey helps you to get free on-site quotation) iii) Receive accurate quote (Get accurate
laser-based measurement for quotation), The painting services are mostly done by outsourcing to
their trusted painting partners.

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  Electricians
The electrician service is also done by outsourcing. This also consists of 3 steps which are: i)
Choose the types of service ii) Choose your time-slot iii) Hassle-free service.
 Carpenters
The carpenter service is also done by outsourcing. This also consists of 3 steps which are: i)
Choose the types of service ii) Choose your time-slot iii) Hassle-free service.
 AC Service and Repair
This service is also done by professional technicians. This service process includes 4 steps which
are i) Choose the type of AC ii) Choose the service you need (Repairs, installations and
servicing) iii) Choose your time-slot iv) Hassle-free service.
 Pest Control
Pest control service includes various type of insect controls such as Cockroach and Ant Control,
Bedbugs Control, Termite Control, Mosquito Control.
 Massage Therapy
Massage therapy has different section for men and women. You can choose either Male or
Female therapist for the massage therapy. They are all trained therapist, they all carry their own
massage bed, they will provide a relaxing massage at home and you will get the full value for
your money.
 Plumbers
The plumber service is also done by outsourcing. This also consists of 3 steps which are: i)
Choose the types of service ii) Choose your time-slot iii) Hassle-free service.
The Market
The marketplace for home services has always existed, though it's very unorganized. it's massive
market and therefore the demand is large. the quantity of households in Bangladesh in 2021 was
forecasted to succeed in approximately 35.2 million, compared to 33.3 million in 2016 and every
would typically spend anywhere between 8000taka-12000taka a year on any of those services
like plumbing, electrical or carpentry. Home industry has the potential to grow very big within
the near future.

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Bangladesh: Household consumption as percent of GDP: For that indicator, we offer data for
Bangladesh from 1960 to 2019. the common value for Bangladesh during that period was 77.81
percent with a minimum of 68.67 percent in 2017 and a maximum of 88.88 percent in 1984. the
most recent value from 2019 is 68.98 percent. For comparison, the globe average in 2019
supported 133 countries is 62.93 percent. See the worldwide rankings for that indicator or use the
country comparator to match trends over time.

SWOT Analysis
Urban Company in Bangladesh will be the only with household and beauty service organization
which is introduced our country. UrbanClap is a one stop goal for all urban way of life
administrations. Clients can look over a lac trustworthy expert to deal with all needs; home,
occasions, leisure activities and it’s only the tip of the iceberg, with benefit certification and
protection. A SWOT analysis of the company is as follows;
STRENGTH
 Unlike any other service-based organization in Bangladesh, this is the first with all in
services; beauty, electrician, plumbing, painting, etc. therefore, no competitors while
entering the market and gaining market share.
 Easy to use; mobile application and website. User friendly.
 Services at home according to the customer’s suitable timing
 Convenient and affordable services
 Trained and skilled professionals

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WEAKNESS
 Long arrangement system with extensive compliances and procedure
 Security problems and Safety issues
 Records will not proper in the database of Urban Company
 Not reliable as the trust building and brand recognition will be costly.

OPPORTUNITIES
 Expansion of more innovative services
 Technological and organizational development
 Esteem employees to expand profitability
 Growing market potential and more experienced and skilled individuals

THREATS
 Lack of works because of people’s lifestyles and trust issues
 Diminishing business sector demands
 Money related misfortunes
 Competitors with better in-house services to grow

Distribution of Service
Imagine that your AC unexpectedly stops working within the summer because the clock ticks at
10 p.m. Now that you just feel hot that you simply need an individual to mend your AC, you’ll
ask your relatives if they know someone who can fix them. Does all reject what to try and do
next as his night? Now, if place of work comes into motion from where i'll ask the individual and
boom for AC repair! Now they’re sending someone to repair and prevent from hot summer
nights. Okay, “UrbanClap” does just that.
The business works closely with Service Providers for people (ISPs) and turns them into micro-
entrepreneurs. UrbanClap does so by offering market access, credit, insurance, training,
inventory, acquisition, payment and a number of other services to ISPs. We give their job-
seekers “leads.” Through standardizing the end-user experience, pricing and distributing the
service under the brand of UrbanClap, they drive their entire business.
Pricing Strategy
The Urban Company presumably goes to adopt a variety of dynamic pricing strategy, where
service prices continuously adjust, in response to real-time supply and demand of the service.
Since they're basically visiting operate through an exclusive website, they'll likely have most of

18
the info necessary to determine which services are being clicked on by consumers. this may
enable us to regulate prices in step with their ‘clicks’.
Competitor Analysis
The major three competitors for UrbanClap are followings:
1. Sheba.xyz
Recently, Sheba.xyz has set up a really great platform for household maintenance services. The
initiative has been funded by Telco giant Grameenphone that sparked its growth more rapidly.
You can call for some great services on the go like home and office shifting, furniture making
and repairing, wall and furniture painting, steel works, renovation, servicing of the fridge, tv, ac,
washing machine, oven, etc.
You can get any kind of gas, electric and water supply related services as well. You can also get
a pest control service, cleaning service, car service, etc. Stuck with your gadgets? Order a repair
service for your desktop, laptop or other electronic gadgets.
2. Handymama
HandyMama is a maintenance services platform for the households and businesses, kicked off in
2015. HandyMama connects customers with reliable & verified service professionals like
Plumbers, cleaners, electric workers and much more.
3. Drooto
Drooto is specialized in the field of electric equipment repair and maintenance. Refrigerator, Air
conditioner, TV, Washing Machine, Kitchen electronic appliance, home electrical equipment and
any small and handy electric items can be repaired and fixed with just a call at Drooto.

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The Services that Urban Company have compared to their competitor in
Bangladesh.
Services UrbanClap Handymama Drooto Sheba.xyz
Salon at Home P Ï Ï Ï
Cleaning and Disinfection P P Ï Ï
Haircut at home P Ï Ï Ï
Appliance Repair P Ï P P
Massage therapy P Ï Ï Ï
Plumber P P Ï P
Painter P P Ï P
Carpenter P Ï Ï P
AC service & Repair P Ï P P
Pest Control P P Ï P
Electricians P Ï P P

Service Quality Dimension of The Urban Company

Service Quality Dimension is the most dominant element in customer’s evaluation. Research
suggest that customers doesn’t judge a service on a single factor rather they evaluate a service on
a number of factors. Service quality is also known as SERVQUAL. Three researchers (A.
Parasuraman, Valarie Zeithaml and Leonard Berry) came up with the idea of SERVQUAL.
Service quality dimension or SERVQUAL dimension consists of 5 dimensions.
i) Reliability- The ability to perform the promised service dependably and accurately.
Providing the exact service that has been promised to the customer and importantly
delivering the service on time.
In terms of the Urban Company, they always provide the promised services to their customers
and they do it on time.
ii) Responsiveness- The willingness to help customers and to provide prompt service. This
dimension is based on the ability of the organisation to be responsive to customer needs.
How prompt an organisation reacts to their service failure.

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In terms of a service failure, UrbanClaps are very responsive in-service recovery. They are
always monitoring their employees in case of service failure,
iii) Assurance- The knowledge and courtesy of employees and their ability to convey trust
and confidence. This relies on the employee’s ability to establish trust as well as to
introduce confidence within the customer. This is heavily based on the employee’s
knowledge. There are 4 components of Assurance of a company. i) Competence- Ability
to perform the service. ii) Respect for the customers. iii) Effective communication. iv)
Basic Attitude.
The employees of UrbanClap are well trained so that they can communicate with their customer,
has the ability to provide the service accurately, respect their customers and show a grateful
attitude towards their customer for availing their services.
iv) Empathy- The provision of caring, individualized attention to customer. How caring a
company is to their customer. Trying to feel the emotions of a customer and make them
feel special.
The empathy dimension is very important for the Urban Company. They follow this dimension
very strictly. Because when a customer requests or avail a service; it comes from their emotions.
To clean their house and make it beautiful again, when a customer avails massage therapy due to
pain and stress in their body, the employees of UrbanClaps tries to feel that stress so that they
can relief their customers from the stress and pain.
v) Tangibles- The appearance of physical facilities, equipment, personnel and
communication materials. This provide the physical representation or images of a service
that will new customers to evaluate the service.
The employees of the Urban Company use a lot of tangibles for the betterment of their customers
such as cleaning tools, massage
bed, repairing tools etc.

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 Business Plan
Marketing Objectives
Urban Clap now known as Urban Company’s main goal is its customer satisfaction with the best quality
services at home with its trained professionals. Its target is to capture the middle to higher class families
to help them sort out their household problems just by few clicks. As it's an Indian company, the trust and
organizational structure and policies are very much similar. A typical goal of a marketing objective is to
improve brand recognition among a target demographic. The ultimate aim of marketing objectives is to
boost company revenue. The services that we will be providing to our customers completely based upon
the client’s benefits which is very much specific and reliable and realistic as we are helping them out with
their everyday live problems just by a few clicks and with the help of social media and high technology,
we are there to help our customers 24x7.

The Market objective depends on the 4Ps; Product, Price, Promotion, Place.

PRODUCT
Urban Company is a service-based company for households and personal care with skilled, trained
professionals at home, to make our customers’ everyday lives easier, providing services like; pest control,
AC repair, electrician, plumber, home saloon, etc.
PRICE
Our goal is to capture the maximum market in the shortest period of time with the best services. Since our
target market is middle to higher class people the pricing will be affordable for all. Since our pricing
strategy will be dynamic pricing strategy it will very much vary upon the response of our customers after
we reach the break-even point which will be recorded and analysed by our website.
PROMOTION
Campaigns will be set on various places like, in universities, shopping malls, leaflets and billboards and
commercial ads will be done for promotions also social media campaigns will be created to reach the
maximum audience for brand awareness and recognition of our services that we will be providing for
making our customer’s everyday lives easier.
PLACE
As Urban Company is a service-based company we cannot showcase our products or services on
physically store, through physical and digital campaigns we offer first we need to set ourselves in the
Bangladesh market by gaining the trust and creating the brand image by providing the best services
possible and by holding on to the quality of the services.

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Marketing Communication
Marketing communication is introducing our company and its services that we will be providing
to our customers through direct and indirect marketing. Urban Clap or Urban Company is a
service-based organization therefore we cannot showcase anything but, we can do our brand
awareness by setting campaigns both physically and digital in social platforms. We can convey
our messages by promoting our company in public places like, universities and shopping malls.
Giving commercial ads and giving offers so that it drags attentions of the people and we can
engage with the people and acquire customers. As it’s a service-based organization word-of-
mouth marketing is the best way to attract customers, as the customers taking our services will
be referring it to their close ones depending on their experiences. This marketing will very much
help people to build trust upon us and our services.
Product Adaptation or Cultural Modification
For doing business internationally, we need to adapt and modify our business culture or product
to fit into the foreign market. Urban Company already has their operations in Singapore, UAE,
Australia. Different countries have different culture, norms and values which should be prioritize
to stay in the market, not just cultural wise, government rules and regulations, political and
economic situations and infrastructure of a determines the process of doing business.
Since Indian and Bangladesh has a lot of similarities cultural wise and rules and regulation wise,
we don’t have to make much modification to start our operation in Bangladesh. As we are the
franchisees, we will keep in mind to provide services with skilled professionals who will be
working under our company to provide door-to-door services to our customers. Urban Company
is a service-based company, not much of adaptation is required to provide the services to our
customers. Unlike Singapore and Australia, we need to keep few sensitive issues in mind just
like India that while providing home saloon services, for women we should have women
employees and for men we should have men employees, as just like India Bangladesh is also
very much conservative and sensitive in such matters.

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Distribution Channels
For physically selling products, to sort out the distribution channel is easy unlike service-based
company. In case of products you can easily select the procedure to expand your business to
capture more customers at once in various way but in case of service-based company expanding
the market is hassle. Through reviews and rating we need to establish our business in Bangladesh
through those feedbacks and CRM (customer relationship management), people will directly and
indirectly do marketing of our services and gain trust upon us. Service-based companies' market
share completely depends upon the quality of the services and the customer satisfaction. To
expand and capture customers we need to promote our company in various places by doing
campaign both public and digital also by attending events to reach the maximum amount of
people possible.
Implementation and Operations
The ultimate goal of Urban company is to provide instant access to provide affordable services to
their customers through their website and mobile application. Through the help of technology
our target is to provide our customers the best services in reasonable pricing by maintaining the
quality which it has worldwide for which we will be conducting training programs to make our
employees realize the depth and importance of the services that we will be providing our
customers and how to maintain the standard of the services.
The financial part of the business is based on certain aspects. The cost structure of the company’s
operation is analyzed by the technological infrastructure, salaries of the employees and mostly on
marketing aspects for brand recognitions, advertising and website developments. The revenue of
the business will come from commissions of the services provided, reverse auction.
Urban company is an online platform which connects offline workers with internet users who are
in need for help for household works and personal care. The employees here are skilled are
trained if needed for the best services being given to our customers as our goal is customers’
satisfaction.
The business works in two ways; fixed charge services and services without any fixed charged.
For fixed charge services, like plumbing, electrical work for home maintenance, the organization
accepts the money from the app and then charges its dues to the hired assistance. They cut a
different fee off the collected funds. Lead generation and funding listing to the experts are

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followed by Services without any fixed charges. Here, the customers are not charged right away.
They know the operation. The specialist shall pay a fee for approving the order. If the expert is
able to persuade the customer to purchase the service, then monetizing is a success, that very
much depends upon the customer’s satisfactory level and tipping the worker for his/her work.
The operation is run by two methods. Service receiver’s end; using the app, users can go using a
list of resources and select the correct one, based on their requirements. Clients can select
specific services that they required to take with a wide range of options to choose with suitable
time and date for the clients. After the service is being providing the customer provides review
and ratings accordingly. In service provider’s end, the app has a dual purpose-one for the
individual and one for the specialist. The service provider can accept or reject the request of
service accordingly.
The UrbanClap model has been very popular in the ten Indian cities in which it operates, and
some 20,000 service professionals have been onboarded so far. In addition to the current source
of commissions from hired service staff it also launched a new revenue channel in the first few
years. This second revenue source came from lead generation and funded expert listings. The
company paid a fee for enhanced freelancers' exposure should their services be viewed and
monetized through the platform. The popularity of the organization in our neighboring country
and the services provided by them are one of the major strengths for us as, India and Bangladesh
have a lot of similarities both cultural wise and their political and economic background and
bonding supports one another to grow in the world market. Urban Company Bangladesh will
benefit various ways, economy wise as employment rate will increase, people will not have to
struggle with their household problems at inconvenient time when you cannot call up an AC
repair man or a plumber.

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 Conclusion
As a service organization like Urban Company has no existence in our country, which is done by
skilled professional in-house services it will be very profitable in Bangladesh. The reasonable
pricing will help us capture the most of the market and as there is no competition our market
share will be high. As its an Indian company, organizational culture as well as country culture,
therefore the adaptation will be easier. As we are going to target the middle to higher class
people, the pricing is affordable and because its in home service, clients can choose any services
at their suitable times. Its user friendly and the pricing strategy that we are going to follow is
dynamic so, we will be getting our revenue through website and application clicks as well.
For acquiring customers our promotional acts and brand awareness should be done vastly so that
we can reach the maximum people at once, through digital campaigns, commercial ads, offers
and also physical campaigns and stalls in public places. Train our professionals so that they get
the importance of the service and provide the best services to maintain the quality world wide.
I believe if it executed by skilled team, it will be very profitable for the country’s economy as
well as its customers.

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 References

(company, n.d.)
(urban company business model, n.d.)
(household consumption bd, n.d.)
(home service in bangladesh, n.d.)
(Economy and Bangladesh GDP, n.d.)
(marketing objective and strategies, n.d.)
(marketing objectives, n.d.)
(marketing communication, n.d.)
(UrbanClap SWOT Analysis, n.d.)

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