Subject: Strategic Management

 
Teacher: Dr. Syed Haider Ali Shah
Presentation: Presentation No. 1
Components of General Environment of
Bahria Town Pvt. Ltd
 

Presented By: M. Umer Toor (01-221211-024)

  &
Kiran Imtiaz (01-221211-005)
 
 Introduction of Presentation and Selected
Organization
• It is important for organizations to keep track of the factors in the general
environment so that the organization is steered towards achieving success
in its goals and objectives since the General Environment of an
organization also affects the industry in which the organization is
operating.
• To explain how the components of General Environment affects
industries we will take example of Bahria Town Pvt. Ltd., one of the
leading and most prominent Real Estate Development companies in Asia.
• However, as Bahria Town does not operate in any other country other
than Pakistan, so Global segment can not covered here.
 Demographic Factors
•• Population
Population Size:
Size: Bahria
Bahria Town
Town (Pvt.)
(Pvt.) Ltd.
Ltd. employs
employs more
more than
than 40,000
40,000 number
number of of people
people inin various
various departments.
departments.
The
The basic aim of the workforce is to cater to the complaints and resolve problems of the customers and clientele
basic aim of the workforce is to cater to the complaints and resolve problems of the customers and clientele of
of
Bahria
Bahria Town.
Town.
•• This
This is
is also
also extended
extended to to the
the third-party
third-party businesses
businesses that
that work
work inin aa mutually
mutually beneficial
beneficial relationship
relationship with
with Bahria
Bahria town
town
to
to promote
promote their
their service
service offerings
offerings and
and to to the
the corporate,
corporate, political
political and
and non-political
non-political stakeholders
stakeholders working
working inin
coordination with the brand.
coordination with the brand.
•• Age
Age Structure:
Structure: Based
Based onon this
this portfolio,
portfolio, Bahria
Bahria Town
Town requires
requires aa workforce
workforce that
that exhibits
exhibits experience
experience inin the
the Public
Public
and
and Private
Private Sector
Sector inin various
various industries
industries making
making thethe age
age structure
structure ofof the
the employees
employees working
working in in Bahria
Bahria Town
Town
diverse,
diverse, ranging
ranging from
from people
people 1818 years
years of
of age
age toto almost
almost 60+
60+ years
years of
of age.
age.
•• Geographic
Geographic Distribution:
Distribution: This This variety
variety is
is also
also evident
evident in
in the
the Geographic
Geographic distribution
distribution where
where Bahria
Bahria Town
Town hashas
employed
employed people
people from
from all
all over
over the
the world
world that
that bring
bring along
along with
with their
their vast
vast experience,
experience, their
their expertise
expertise defined
defined byby
their
their former
former institutions,
institutions, traditions
traditions and
and culture
culture (Employees
(Employees from
from Uzbekistan,
Uzbekistan, Dubai,
Dubai, UKUK etc)
etc)
•• Ethnic
Ethnic Mix:
Mix: Considering
Considering the the geographic
geographic distribution,
distribution, Bahria
Bahria TownTown hashas hired
hired people
people from
from different
different ethnic
ethnic
background, mainly from central Asian ethnicities (Uzbeks, Pashtuns, Chinese,
background, mainly from central Asian ethnicities (Uzbeks, Pashtuns, Chinese, Malaysians, Arab Filipinos,Malaysians, Arab Filipinos,
Baloch,
Baloch, Sindhi,
Sindhi, Kashmiri,
Kashmiri, Punjabi,
Punjabi, Saraiki,
Saraiki, Hazara,
Hazara, muhajir,
muhajir, Urdu
Urdu Speaking
Speaking Etc)
Etc)
•• Income
Income Distribution:
Distribution: The
The income
income distribution
distribution also
also exhibits
exhibits aa huge
huge range
range from
from PKR
PKR 17,500/-
17,500/- (i.e.
(i.e. minimum
minimum
wage
wage as
as per
per EOBI)
EOBI) to
to PKR
PKR 3,000,000/-
3,000,000/- monthly
monthly based
based on
on the
the level
level of
of expertise
expertise and
and the
the job
job requirement.
requirement.
 Economic Segment
• Bahria Town (Pvt.) Ltd., bearing a prominent name in Real Estate Development
industry has presented a mix of luxury and upscale modern projects as a part of its
services cape.
• The fluctuation in economy, the increase in dollar rate, inflation, income tax rates and
the gradual deficit in the personal savings per individual in the country have led
Bahria Town to introduce mortgage (BT’s own Bank “Escort Bank”), installments,
and property refund options, completely evolving the brand’s once luxurious and elite
face.
• Following BT’s own Escort Bank, recently Bank Islami also jumped in to provide
house leasing.
• With new options available for buyers, Bahria Town also introduced economy units
(“AWAMI VILLAS” 5 Marla Single Story Units) to increase its customer base and
include low-income buyers. Fortifying the use of luxe and modern urbanization, Bahria
Town has developed a quite-essential livelihood community prompting its customer
base to make proactive investments in Pakistan, which in turn contributes to the
economy.
 Political/Legal Segment
• The political landscape of Pakistan has always been constructive
and positive towards the Infrastructure Development and
Construction community. Based on the socio-ecological pattern,
the governments in Pakistan have always been investing capital
and allocating budgets towards infrastructure development.
• Although Bahria Town did face many setbacks from Courts
regarding different land cases. But that all point out to the Govt.
policies and rivalries from previous Governments. Nevertheless,
Bahria Town did follow judgements of court and is continuously
working for development of its projects.
• Taxation Laws: (amnesty Scheme) In 2020, the PTI
government offered relaxation to the citizens for investing in
Property and Real Estate Development sector so that investments
in the area lead to economic development. This caused a sudden
boom in construction industry as many builders started projects
in Bahria Town. Many commercial projects have started since
for example : 1) AAA OCTA (PC Hotel) 2) SKY 9 (RAMADA
PLAZA) 3) SKY 9 (BEST WESTERN HOTEL) 4)PARADISE
MALL and many other malls and apartment buildings in Bahria
Town Phase 1-8 only
 Socio-cultural Segment
• Pakistanis generally share housing and believe in nuclear and joint family systems in which parents and multiple children live
together. This system of housing affects the choices made while making purchases and therefore, the real estate offers options
necessary to accommodate such family systems. Bahria Town has built its service offerings, considering not only the above-
mentioned systems but also introducing upscale community facilities in the mix to form the brand as a premium lifestyle
destination.
• Based on the socio-cultural paradigm mentioned above, Bahria Town (Pvt.) Ltd. has designed its offers around preferences of
nuclear family with property area starting from 5 to 7 Marla plots and around preferences of joint families from 10, 20 to 40 Marla
plots for house construction. Along with these, Bahria Town (Pvt.) Ltd. offers premium community facilities like schools, hospitals,
mosques, community clubs, sports complex, and cinemas that attract Pakistanis to make investments and purchases to enjoy the
lifestyle offered.
• This prompts business owners to make investments in the commercial properties offered by the Real Estate giant and secure
the customer base. This cycle and structure of service offerings is based entirely on the socio-cultural concepts prevalent in
the Pakistani community.
• Women Workforce: Bahria Town have employed women in variety of job levels from starting level to top tier decision
makers. Eg from architects, security officers, Front Desk Officers to Director Sales(Ms. Ayesha), Head Corporate
Affairs(Ms. Madiha Arooj), Director Marketing(Ms. Nida Zahoor), Director Transfers(Ms. Adeeba), Head Design Wing
Commercial Projects(Ms Zobia), Head Design Wing Residential Projects(Ms. Ambreen) VCE Hospitals(Ms. Shazia) and
various other important levels.
• Workforce Diversity: As already covered in Demographics Segment, Bahria Town has hired a very diverse workforce
ranging from employees from all backgrounds(lower class, middle class and upper class), employees from different
ethnicities, different age group, different previous professional backgrounds eg Retired Army personnel's, Civil Engineers,
Marketeers, Architects etc.
• Concerns about the Environment: See below mentioned video for workforce environment for women. (ref.
https://fb.watch/4HRxtlUwE5/) . Also, Bahria Town does provide Education Welfare(about 1 crore per month), Medical
Welfare, Dastarkhuwan and NGO School for the needy and deserving which shows huge importance for the environment
and Corporate Social Responsibility.
• Attitudes about work life quality: Employees feel very good about work life quality and work life balance, as employees
get off at sharp 5pm and they have no further disturbance from work at their home,
• Shifts in Work and Careers Preferences: Employees feel very motivated to work as they get medical benefits and a plot
after 10 years of service. So, there is very low employee turn over rate in Bahria Town as most of the employees are
working with Bahria Town since past 10 to 15 years.
 Technological Segment
• Application of Knowledge: Technology has and continues to shape
the structure of other industries with innovative, productive and
efficient means of doing business, designing processes, and making
transactions. The Real Estate sector is not indifferent to this change
either.
• Bahria Town constantly partners with different stakeholders on
technological fronts to design the best offering possible for its
customers. Although some offices are operating with a technology-
infused model more efficiently than other, the impact of technology to
design systems is still small.
• Product Innovations: Bahria Town is making effort to host platforms
like Bahria Town Citizen’s App, a one-stop solution for resolution of
all the problems faced by the people residing in Bahria Town.
• New Communication Technologies: Bahria Town also use online
portals for complaint management system. Eg. Chairman Complaint
Cell , just like current Govt.’s Citizen Portal. It also receives direct
complaints forwarded from Govt. Citizen Portal.
• Bahria Town also has numerous other online platforms including but
not limited not its HR’s Department portal.
 Global Segments
• Not Applicable , as Bahria Town does not offer any product outside
Pakistan.
• Bahria Town does has many offices in Dubai and UK to facilitate its
customers.
THANK YOU