Aravali Institute of Management Jodhpur

Submitted to : Mr. D.K. Saini

Submitted by: Girish Harsha Roll No. 16 PGP-II (PGDBA)

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Introduction

DLF
The DLF Group was founded in 1946. We developed some of the first residential colonies in Delhi such as Krishna Nagar in East Delhi, which was completed in 1949. Since then we have been responsible for the development of many of Delhi’s other well known urban colonies, including South Extension, Greater Kailash, Kailash Colony and Hauz Khas. Following the passage of the Delhi Development Act in 1957, the state assumed control of real estate development activities in Delhi, which resulted in restrictions on private real estate colony development. We therefore commenced acquiring land at relatively low cost outside the area controlled by the Delhi Development Authority, particularly in the district of Gurgaon in the adjacent state of Haryana. This led to our first landmark real estate development project – DLF Qutab Enclave, which has now evolved into DLF City. DLF City is spread over 3,000 acres in Gurgaon and is an integrated township, which includes residential, commercial and retail properties in a modern city infrastructure with schools, hospitals, hotels and shopping malls. It also boasts of the prestigious DLF Golf and Country Club with night golfing facilities. The DLF group is a leading real estate developer in India. The group has over 224 million sq. ft. of existing development and 748 million sq. ft. of planned projects. DLF is committed to quality, trust and customer sensitivity, and deliver on promises with agility, financial prudence and in tune with the highest global standards. The company has also entered into several strategic alliances with global industry leaders. DLF Vision To contribute significantly to building the new India and become the world’s most valuable real estate company. DLF Mission To build world-class real-estate concepts across six business lines with the highest standards of professionalism, ethics, quality and customer service. DLF Values • • • Sustained efforts to enhance customer value and quality Ethical and professional service Compliance and respect for all community, environmental and legal requirements. 2

Project Execution DLF has entered into a 50:50 JV with WSP. The JV will provide engineering and design services, environmental and infrastructure facilities as well as project management services. WSP operates as a specialist in the property, environmental, transportation and infrastructure sectors providing a full range of services from planning through to design, implementation and maintenance. WSP's expertise is seen at work in the Freedom Tower at Ground Zero, New York; the Mall of Emirates, Dubai; apart from major developments at Heathrow and Stansted Airports in London. WSP will engage specialist staff and expertise from global operations to work with DLF professionals. Construction In February 2006, DLF entered into a joint venture with UK's leading construction company, Laing O'Rourke Plc. The joint venture company will improve the quality of construction in all the developments and help in setting new benchmarks in the real estate sector. The JV Company is currently executing prestigious projects likeThe Magnolias, The Mall of India, IT Parks and many of DLF's retail destinations. DLF-LOR will construct the Group's infrastructure projects, including roads, bridges, tunnels, pipelines, harbors, runways and power plants, through this JV. Laing O'Rourke operates worldwide, in Asia, Europe, the Far East and Australia and employs more than 23,000 people. Their best know projects include Terminal 5 at London Heathrow airport , a terminal at the Dubai international airport, the Millennium Dome in the UK and a Convention Centre in Hong Kong Airport Modernisation DLF has chosen Germany's Fraport AG (Frankfurt Airport Services Worldwide), the owner and manager of Frankfurt Airport, as its partner for fresh forays into airport modernisation. A special purpose vehicle, DLF Fraport SPV, has been set up specializing in development and management of airports in India. DLF and Fraport will hold at least 26 per cent each in the special purpose vehicle.The companies signed a memorandum of cooperation in April 2007 to explore airport projects. Township Development DLF has signed an MoU with property developer Nakheel LLC of the United Arab Emirates to build large townships in India, through a 50:50 joint venture company. Two projects in Gurgaon and South Maharashtra/Goa, have already been identified for the development. Properties developed by Nakheel include The Palm Islands, The World Islands, Jumeirah Lake Towers, Discovery Gardens, Lost City and the Ibn Battuta Mall. Hospitality DLF's hospitality arm, DLF Hotels, has signed an LoI with Four Seasons Hotels and Resorts to operate a proposed luxury hotel at DLF Golf Links in DLF City, Gurgaon in Delhi's southern borders. In November 2006, DLF Hotels announced its first joint venture with The Hilton Hotels to acquire and develop 50 to 75 hotels and serviced apartments throughout India.

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The joint venture hotels will represent several brands from Hilton Hotels Corporation's brand portfolio, including Hilton Hotels, Hilton Garden Inn, Homewood Suites by Hilton and Hilton Residences. The JV Company will develop and build these properties, while Hilton will manage them. DLF will hold 74 per cent in the joint venture company and Hilton will hold the remaining stake as its commitment to the venture. Over the next 5 to 7 years, Hilton has committed to invest up to $ 143 million. The initial stage of the joint venture will involve 20 hotels in a number of key locations including, Chennai, Kochi, Bhubaneshwar, Hyderabad, Kolkata and Delhi. Some of these hotels are planned to be Hilton Garden Inns and Hilton Hotels. Beyond the initial 20, the JV continues to identify and acquire sites and undertake new hotel developments. IT Infrastructure DLF has partnered with IBM to outsource all its IT requirements to the global IT infrastructure giant. Under this partnership IBM will be responsible for the helpdesk services for all the DLF employees across India towards the IT infrastructure requirements. The partnership will support the current IT requirements as well as identify and deploy new solutions for DLF and Indian real estate industry. At DLF joint ventures and strategic alliances are another facet of the Group's determined growth with some of the best names globally. Asset Management DLF and Prudential Financial Inc. (PFI) of US, have signed a joint venture to provide a broad array of mutual fund and investment products, including domestic and eventually international mutual funds to Indian retail and institutional clients. The JV has been formulated on a 61:39 shareholding pattern between PFI and DLF.This agreement allows PFI to expand its international investments business and marks its official entry into the Indian mutual fund market.

The pyramid symbol and the mission line 'Building India’ is collectively referred to as the DLF Logo. The company's name is represented in black capital letters. The typeface represents the solidity of the enterprise; emphasizes accountability, responsibility as being a strong and integral part of the Group's ethos. The pyramid depicts nine smaller pyramids; each composes itself into a larger pyramid all-encompassing in nature and presentation. The pyramid itself and the component pyramids convey cohesion, interdependence, support and foundation, to a common purpose and to achieve greater heights.

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The words ’BUILDING INDIA’, is in capitals like the company’s name, and at once conveys DLF’s mission and vision. It is an intrinsic reflection of the Group’s commitment and its 60-year heritage.

Besides providing Residential, Commercial and Retail space to its clients, DLF also participates in key areas such as Power, Healthcare, Hospitality, Recreation and Leisure. The aim is to be a lead facilitator in integrating all aspects of life in terms of physical and social infrastructure in Gurgaon such as Power Plants, Hospitals, Hotels and Clubs to integrate all aspects of life. DLF in partnership with telecom majors provides one of the best telecom networks in the country. The extension of Delhi Metro Network to Gurgaon will further improve accessibility and commuting time. The eight-lane expressway project on NH-8, a part of Golden quadrilateral, will result in smoother and faster traffic flow between Delhi and Gurgaon. DLF City is a township spread over 3,000 acres, representing the best of DLF’s township development capabilities. It is Asia’s largest private township spread over five phases with landmark constructions. It offers a comprehensive modern city infrastructure, encompassing basic amenities, social infrastructure including educational institutions, healthcare, hospitality, and shopping and entertainment facilities. This is coupled with the prestigious DLF Golf and Country Club, the only night golfing course in the country and rated among the top ten in Asia, making it one of the top rated integrated townships developed by DLF.

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DLF Cybercity The Cybercity project is prestigious venture, which aims to provide the world-class office and recreational space to reputed organizations. DLF Cybercity is spread over 125 acres of land on the Northern Edge of DLF City. It is located at the intersection of NH-8 and the Sector Road that leads to the DLF Golf and Country Club which is ranked as the 7th largest Golf Club in Asia Cybercity will offer over 15 million square feet of modern workspace to leading corporate houses; software majors and ITes companies who seek International grade infrastructure. In addition to all the requisite amenities, this project will also include facilities like hotels, convention centers and multi-cuisine food court. DLF Building No. 8 This complex is a world class development located just off National Highway-8 in DLF Cyber City Gurgaon and has been approved as a SEZ. DLF Building 8 is spread across an area of approximately 1.4 million square feet. It is divided in to 3 blocks (8A, 8B and 8C), with a range of 4 to 9 floors. While conforming to the most modern work environments, facilities such as a food court, ATM and retail outlets form an integral part of the complex. The design incorporates large efficient floor plates, wide column span and high floor-to-floor clearance for optimal space utilization. The building structure is designed to Seismic Zone V specifications for greater earthquake resistance and is structurally NFPA compliant. DLF Building No. 9 A & 9 B The elegant twin-tower edifice offers the best in contemporary structures across the world. The spectacular complex presents a plethora of futuristic amenities, which go into the making of a truly world class, efficient and inspiring work environment. Each of the towers has 15 floors, independent lobbies and separate elevators.

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Towers 9 A and 9 B are perfectly located between the DLF Ericsson Forum and DLF Cyber Greens, just off the national highway (NH-8) and in close proximity to the international airport. What you get here is the convenience of a central business location along with the advantage of Gurgaon’s most exclusive business address. The mirrored tower designs offer a whole new generation workspace to leading corporate houses, software majors and ITes companies that demand and expect ultra-modern and futuristic commercial complexes. The design incorporates large, efficient floor plates, a wide column span and high floor-to-floor clearance, allowing for optimal space utilization. The towers are part of the 125 acre-wide DLF Cyber City. DLF Cyber Greens This landmark complex is spread across an area of 900,000 square feet. The complex constitutes five blocks/towers each having between 10 and18 floors. Located just off National Highway-8 at the entrance of Gurgaon this "Intelligent IT-enabled Workspace" is well connected to the domestic and international airports and South, Central and West Delhi. Designed by the renowned architect Mohit Gujral the architecture incorporates large, efficient floor plates, wide column span and high floor-to-floor clearances, for optimal space utilization and provides necessary facilities like a multi-cuisine food court with a seating capacity of 700, health club and ATMs. Cybercity also offers partial exemption in stamp duty charges for IT industry occupiers. DLF Ericsson Forum DLF Ericsson Forum represents the multinational company’s Indian Corporate Office and consolidates its multiple offices in the National Capital Region (NCR). Located in DLF Cybercity in an area of 170,000 square feet, the complex has been designed to Ericsson’s stringent international specifications and boasts of a futuristic design and world-class features. The external façade combined with the six storey high atrium represents a new paradigm in workplace design. This building is truly distinctive and representative of DLF’s capabilities in meeting exacting customer demands for exclusive workspaces. DLF Infinity Towers Designed by renowned architect Hafeez Contractor, this complex constitutes three interconnected towers (A, B, C) scaling between 10 and 12 storeys. Spread across 1.2 million square feet of space, DLF Infinity Towers is designed to provide unmatched flexibility with scalability option ranging from 38,000 square feet to 52,000 square feet, providing for contiguous space of up to 140,000 square feet on each individual floor. Located just off National Highway-8 at the entrance of Gurgaon, the complex is in close proximity to the domestic and international airports, and offers easy connectivity to South, Central, and West Delhi.

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The structures are designed in conformance to Seismic Zone V specifications for greater earthquake resistance and are also NFPA-compliant. The complex also houses facilities and amenities like a food court, health club and ATMs. Additional safety systems include 24 hours CCTV security in common areas, and modern fire detection and fire-fighting systems. DLF Square DLF Square is aesthetically designed and strategically located to offer visibility and easy accessibility to its occupants. This gigantic structure towering over the cityscape is located on National Highway-8 with an area of 430,000 square feets. The building offers large floor areas for scalability options ideal for corporate houses to establish their national headquarters. Prestigious tenants include Max New York Life, Citibank, Fluor Daniel – all global market leaders in their own right. DLF Nestle House DLF Nestle House is a unique example of a custom-built workspace which is in synergy with global giant Nestlé’s stringent international standards and requirements. The building combines design aesthetics with functional efficiency. Located on National Highway-8, DLF Nestle House covers an area of one million square feet. DLF Gateway Tower DLF Gateway Tower as is appropriately coined since acts as the gateway to the 3000-acre integrated city of DLF. This 12-storey complex is spread across an area of 1.15 acres. With its ship-like shape, Gateway Tower presents futuristic architecture, which is also reflected in its interiors with floor plates measuring up to 85,000 square feet. The unique feature of this complex is its high visibility and compact office space. Tenants comprise Ariba, Planet Sports, Corning, Cargill, Innodata, Korn and Ferry, and GE Plastics to name a few. DLF Atria DLF Atria is artfully and efficiently designed to exact a delicate balance between aesthetics and architecture in consonance with built-to-suit requirements of Convergys – one of the world’s largest BPO and consulting companies Convergys serves top companies in communications, financial services, technology, employee care and other industries in more than 40 countries. The complex is designed with a six-level atrium overlooking the floor lobby and the central atrium, which offers contiguous space for enabling interactive environment for the company's operations. The design and architecture also allows for a plush and ultra-modern work environment that is ideally suited for young and upwardly-mobile professionals. DLF Centre Court Located in Phase V of DLF City, adjacent to the Arnold Palmer Signature Golf Course, are the futuristic twin towers of DLF Centre Court. It offers a panoramic 8

view of the DLF Golf Course. The complex constitutes various shades of granite, aluminum composite panels and blue reflective toughened glass. Block A has eight while Block B has five floors, spread over a covered area of 240,000 square feet. With its world-class architectural features and facilities, DLF Centre Court is the obvious choice of several US-based companies like Vertex, Hewitt Associates and Fidelity Investments. DLF Plaza Tower Located in Phase I of DLF City, this complex has been designed by renowned architect Hafeez Contractor. DLF Plaza Tower is designed to give every occupant a spectacular view and special ambience. The rooftop club is reserved exclusively for the occupants of the Tower and combines the luxury of a fitness center and swimming pool. The terrace of the complex offers a panoramic view of acres of greenery in the surrounding areas of DLF City. DLF IBM Tower DLF IBM Tower is part of a large tract of space provided to IBM, to meet the global computer giant’s rapidly expanding real estate requirements in India. The complex scales to eight storeys with services and facilities at par with international standards. This complex allows for a perfect blend of location, structural finesse and operational efficiency. Ideally located just off National Highway-8, the design and architecture of this complex incorporates modern facade with an external cladding of glass curtain walls and granite coupled with large floor plates for efficient contiguous space. DLF Corporate Park DLF Corporate Park, a multi-block campus development is located on the Mehrauli-Gurgaon Road. The complex offers the proximity to South Delhi’s prime residential areas and the facility to locate executive residences in DLF City within close proximity from their workplace. DLF Corporate Park consists of seven towers surrounded by artfully landscaped greenery. The office space of the complex is spread over 275,000 square feet along with a common basement parking for nearly 400 vehicles. This structural masterpiece follows the golden rule of architecture ’Form follows Function’, through optimum space utilization combined with intelligent design and architecture.

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SWOT Analysis
Strengths
• • • • • • • • • • • • • • • Strong and significant National Leadership position in the Real Estate Industry Strong track record in terms of reputation, brand and organization that is synonymous with attributes of Trust, Credibility Quality and Innovation. Focus on luxury and premium segment and low average cost of land of around Rs 270-300 per sq ft in the National Capital Region (NCR) Increase land reserves in strategic locations Expand core business verticals nationally Diversify into SEZ development Undertake infrastructure development with Laing O’Rourke plc Diversify into hotel development Enhance execution capabilities Knowledge about Local Market Strong Research & Development Mass Manufacturing Capability Quick Responsiveness Focus on quality of service Rigorous testing

Weaknesses
• • • • Certificate of change of land use for 60% of the land bank from competent authorities Corporate governance record is not encouraging Low inventory Turnover New to the global market

Opportunities
• Due to privatization foreign companies are moving towards to India

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Increasing Global Demand Government’s Association Boom In Infrastructure

Threats
• • • • Heavy Competition Industry Reaching Maturity Little firms’ growth Increasing labor costs

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