Jahangirnagar University

Assignment on: SBU analysis of Bashundhara Group

Course Title: Marketing Management

Course Code: EMBA 502

Submitted to: Submitted by:

Mamtaj Akter Utshab Paul
Associate Professor ID: 20222143
Department of Marketing Batch: 33
Jahangirnagar University Sec: D

Submission Date: 30-12-2022

 Introduction

Bashundhara Group which is one of the largest conglomerate businesses in Bangladesh. The
purpose of the assignment is to know what strategies business unit (SBU) Bashundhara group
undertakes and how it holds its competitive position in the industry. Bashundhara Group started
its operation in 1987 as East West Property Development. To understand the competitive
advantage of Bashundhara Group, I did an internal analysis, to analyze the strategic business unit
(SBU). I did a market analysis, growth opportunities, strategies & a competitor analysis which
helped us to understand better Bashundhara Group’s position in the industry. This report is based
on the strategic business unit (SBU) within the organization. For the study, the purpose is
selected by me. I have selected grocery SBU for conducting this study in an effective manner.
For conducting this study in an effective manner, a huge focus has given by me to select the tools
according to the SBU while focusing towards applying the theory which is based on industry
maturity and competitive positioning. In this paper, I have discussed mission statement and
market analysis while giving focus towards detailed understanding regarding the viability of the
approaches for the selected SBU. This study is based on secondary data analysis while critically
analyze the research topic to get the deep understanding regarding the research topic.

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 Company Overview

Bashundhara is one of the largest industrial group of Bangladesh. It started its operation as a real
estate venture known as "Bashundhara" under the East-West Property Development (Pvt) Ltd in
1987. This project was very successful and helped them to grow fast and gain the trust and
confidence of the urban people. Driven by this success, Bashundhara started to invest in new
fields, including manufacturing and trading. More business was established in the early 1990s
like cement, paper and pulp, tissue paper, LPG bottling and distribution, and a trading company.
Bashundhara showed remarkable growth in a span of less than 10 years. During this period they
also invested in the land development and real estate. (Corporate Profile, n.d.) The Group's first
publicly-traded company, the Meghna Cement Mills Limited, is currently listed on the two Stock
Exchanges of Bangladesh. Now, this group has over 20 major concerns located in different areas
of the country. One of the biggest shopping mall in Bangladesh called “Bashundhara City”
(BCDL) has added appeal to the growth of the group. In 2009 they established a media house
titled “East West Media Group Ltd” which owns Bangla daily “Kaler Kantho”, “Bangladesh
Pratidin”, English daily “Daily Sun” and online portal “Banglanews24.com”. It also launch a FM
radio named Capital FM and a television channel named “News24”. The group has over 15,000
employees and creates employment for over 35,000 people (Bashundhara Group, n.d.).
Bashundhara has come a long way to reaching their objective by listening to their customer
needs, learning real-time lessons from past projects, innovating and partnering its project
implementation process. Bashundhara has implicitly contributed to the country’s economic
stability in financial and capital markets.

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 Business Industry and Companies of Bashundhara Group

Business Concentration Company Name Establishment Year

Real Estate East West Property Development 1987

(PVT) Ltd.
Manufacturing & Trading Bashundhara Paper Mills Ltd. 1993

Meghna Cement Mills Ltd 1995

Bashundhara LP Gas Ltd 1999

Bashundhara Steel Complex Ltd 1999

Bashundhara Industrial Complex Ltd 2000

Bashundhara Cement Industries Ltd 2012

Bashundhara Food & Beverage 2003

Industries Ltd
Multi-Faceted Shopping Mall Bashundhara City Development Ltd 2003
& Recreation Center
Bashundhara Convention Center 2006

Bashundhara Technical Institute 2010

Mass Media Enterprise East West Media Group Ltd. 2009

EWMGL Press Unit 2009

Sports Bashundhara Sports Academy 2010

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Product Line of Bashundhara Group
Different Housing Projects:
Bashundhara Housing Project, Savar Housing Project,
Bashundhara River View Project,

Different Types of Cement:

Portland Composite Cement (PCC), Portland Cement

Different Paper & Tissue Products:

A4 Paper, Plug wrap Paper, Color Paper, Alu-Foil
Paper, Art Paper,Carbonless Paper, Color Ledger Paper,
Brown Liner, Coated Paper Board,News Print Paper,
White Writing Paper, Manifold Paper, Paper Board

Bashundhara LP GAS

Newspapers and online portal:The Daily Kaler

Kantho,The Daily Bangladesh Protidin, The Daily Sun,
an On-Line news portal, banglanesw24.com

Unique mix of commerce and recreation.

Diversified retail mix, which is currently anchored by
many renowned brandslike Ecstasy, Apex, Yellow,
Samsung, Nokia, Bata,
Steel Melting Unit-Billets, Re-Rolling Mills-Deformed
Bar, Pipe Manufacturing Unit-M.S G.I Pipe, LPG
Cylinder Unit-LPG Cylinder

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 Real Estate Sector

East West Property Development (Pvt) Limited: The first and prime projects which
is popularly known as “Bashundhara”, situated near the Baridhara Diplomatic Zone (East West
Property Development (Pvt.) Ltd, n.d.), It was established in 1987 since then they don’t have to
look behind. Now it is the best housing property of Bangladesh.
Different Housing Projects: Bashundhara Housing Project, Savar Housing Project, Bashundhara
River View Project, Mouchak Housing Project, River View Dakhina Project etc.
S.M Wasimuzzaman - General Manager - East West Property Development (Pvt.)

Mission Statement
Mission

To glorify God by putting our clients’ interests above our own.

Vision

To change the lives of the communities we serve through abundant giving.

Values

1. think win/win
2. be a go getter
3. follow up and follow through
4. address issues head on
5. do the right thing
6. let your yes be yes and your no be no
7. drive the bus, land the plane

Competitors:

Assure Group: ASSURE GROUP is one of the leading real estate companies in Bangladesh. It
has started its journey from 2007 with a mission of uplifting the living style of city people of
Bangladesh.
Some of the notable ongoing projects are:

• Zohora Assure Square - Gulshan

• Islam Assure Center - Mohakhali
• Assure Oasis - Uttara

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Navana Real Estate: Navana Real Estate Limited (NREL) is a sister concern of Navana Group.
It is established by Chairman Mr. Shafiul Islam in 1996. NREL has proved itself as one of the
proud concerns of Navana Group.

They have also completed housing township projects.

• Navana Ascension
• Navana Yusuf Infinity
• Navana Sembilan
• Navana Camellias

Growth Opportunities: Bashundhara Group have their housing projects located in

Dhaka (Bashundhara, Purbachal, Narayanganj) And Savar. They are given lots of facilities
and securities so Corporate sector people have interests to buy a plot.

Strategies: Bashundhara Group Consist of consumer and retailers who need to store
communicate and complete the marketing process. Their housing project located in Dhaka
and Savar. So Bashundhara Group targeted Higher class people and middle-class people and
Bashundhara has lots of competitors so they are given lots of offer and available to customer.

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 Media Sector

Newspapers: Bashundhara has 3 newspapers: Daily Kaler Kantho (Bengali), Bangladesh

Protidin (Bengali), Daily Sun (Engliah). They have also an online news portals called
Banglanews24.com. Some Their own Newspaper project: The daily Kaler Kantha, The Daily
Bangladesh Protidin, The Daily Sun, Online News Portal.

Naem Nizam is Director of the group.

Mission Statement:
Vision: The information hub for the communities we serve.

Mission: The leading provider of news, information, and business solutions for suburban
Bangladesh.

Competitors:

The New age: The New Age is one of Bangladesh’s most outspoken newspaper outlets and is
famous for its anti-establishment editorial policy. What’s interesting is that the newspaper is
published in broadsheet format.

Bangladesh Pratidin: East West Media Group is also the owner of Bangladesh Pratidin. The
publication was founded in 2010. The editor of the newspaper is the famous journalist Mr. Naem
Nizam and the publisher is Mr. Moyhal Hossen Chowdhury.

Growth Opportunities: East West Media Ltd. Have lots of newspaper and tv channel. In
Dhaka city around 50% people read The daily sun and The kaler kantha. After successful
achievement and get reach they diversify on TV channel and online portal news to get more
audience.

Strategies: A media strategy is a type of strategy that implements the use of a particular media
to achieve advertising or marketing goals. So Bashundhara Group targeted higher class to lower
class people to get achievement.

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News24 (TV channel): News24 is a news-based nonstop satellite television channel and the
fifth venture of East West Media Group Limited. The TV channel started formal streaming on
the air on July 28, 2016.

MISSION STATEMENT

Mission
Our purpose, as a unified team, is to contribute to the prosperity and well-being of people at
work, or at play, by creating and distributing comprehensive, dynamic, broadcast solutions that
inform, educate, entertain and engage.

Vision

Be recognized as a preeminent, world class Media and Communications Company that produces
inspirational content channels with extraordinary broadcast experiences.

Competitors:

Channel I: Channel I was first launched on 1st October 1999. It is the first digital channel in
Bangladesh. The proprietor of this channel is the Impress Group. Impress Group first started a
textile business and later joined a television channel

ATN Bangla (Asian Television Network): ATN Bangla was established on July 16, 1997, as a
digital cable TV channel in Bangladesh. It is the first satellite founded TV channel in
Bangladesh.

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 Paper Sector
Paper: Paper is one of the most profitable ventures for Bashundhara group. The prestigious and
best-selling brand ‘Bashundhara A4 Paper’ and White Printing Paper (bulk) are being produced
by them. They also have A3, industrial paper under their paper sector.
Different Paper Products: A4 Paper, Plug wrap Paper, Color Paper, Alu-Foil Paper, Art Paper,
Carbonless Paper, Color Ledger Paper, Brown Liner, Coated Paper Board, Newsprint Paper etc.
CEO and Managing Director Safwan Sobhan.

Mission statement:
Mission:
To attain customer loyalty by providing the highest standards of quality products suitable for
various business segments and for all age groups across India and the world.
To focus on innovative production processes through constant research and development as well
as to use a raw material and technology that is environment friendly and that further caters to the
interests of the future generations.
Vision:
To excel in serving the demands of paper and paper products worldwide.

Competitors:
Fresh A4 paper: MGI produces high-quality A4 writing and printing paper now in Bangladesh
under the brand name Fresh Paper. The state-of-the-art factory and the best raw materials from
around the world guarantee top-notch quality.

Double A: Double A is a premium paper brand known for its high quality, superior performance,
and sustainability. Double A paper sheets have 30 million fibers per gram, a unique feature that
confers multiple benefits across the entire range.

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Growth Opportunity: Bashundhara paper mills Ltd. They are mainly focusing on intensive
growth. Because their product quality is very eco friendly so in School to University work or
study activities paper is needed. After reaching their achievement they are producing hardboard,
cartoon box.
Strategies: Bashundhara paper mills ltd target student and corporate level work activities.
They are doing lots of advertising and producing lots of products to get more attention.

Tissue products: Bashundhara tissues are very popular throughout the country which offers a
variety of tissues like toilet tissue, facial tissue, paper towel, paper napkin etc.
Different Tissue Products: Facial Tissue, Wet Tissue, Toilet Tissue, Pocket Tissue, Kitchen
Towel

Mission statement:
Vision
Honesty and Integrity are the foundations from which we operate. We take our responsibilities
seriously, and always strive to do the right thing for the benefit of our customers, our employees,
our shareholders, and the communities in which we live and work to prosper.

Mission
We strongly and firmly focus on our mission to manufacture, develop and deliver superior
quality products in the market that improves our customer daily life.

Values
Flora three pillars are Customers, Employees, and Quality. Our diversified products are
carefully designed to meet our customer’s needs and taste.

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Competitors:
Fresh Tissue paper: The most desired features in facial tissues are comfort and softness.
Fresh facial tissue ensures these at the best value. Fresh facial tissue is made in fully automated
machines at our state-of-the-art factory that ensures maximum quality and zero environmental
impact.
Bangla tissue paper: Nissho Koeki Tissue Papers Co. Ltd (NKTP), established in 1999) is
producing all kinds of tissue products. We can produce tissue along with customized gsm and
sizes
Growth Opportunities: Bashundhara paper mills Ltd. They are mainly focusing on
intensive growth. Because their product quality is very ecofriendly so in School to University
work or study activities paper is needed. After reaching their achievement they are producing
pocket tissue.
Strategies: Bashundhara paper mills ltd target student and corporate level work activities.
They are doing lots of advertising and producing lots of products to get more attention.

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 Conclusion
From the above conclusion, it can be said that there is a significant role of strategy business unit
to develop the competitive strategy for the company. SUB is a specific function the business
environment that helps the company to achieve the business goals and objective. In the large
organizations, USB is helpful to manage the business activities effectively. At the same time, it is
also analyzed that the companies are competitive strategy can be also in the different terms such
as operational excellence, product leadership, customer intimacy. These strategies help the
company to achieve the competitive advantage.

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