Assignment

On
BCG MATRIX
OF

Submitted By Submitted To

Shoabul Haque Eulad( ID-1718) Mamtaj Akter

Irfanul Kibria (ID-1721) Assistant Professor
S K Abdullah Al Mamun Department of Marketing
Porosh(ID-1740) Jahangirnagar University
 Bashundhara Group Profile

The Bashundhara Group has started operation as a real estate venture known as Bashundhara
under the aegis of the group's first concern- The East West Property Development (Pvt) Ltd in
1987. The group has over 20 major concerns located in different areas of the country. Most of
its projects have successful in the long run.

Keeping pace with rapid economical and technological changes followed by the policy of
Globalization, Bashundhara Group has outspread their business activities within a short period
of time and have been able to emerge as a promoter of international standard of business
houses and industrial enterprises founded on the principles of engineering and financial
integrity with a group of highly capable technical personnel and professionals.

Since inception, Bashundhara Group has been actively contributing to the national as well as
global economy by way of effective utilization of resources, using raw materials, production
and marketing high quality products at the most competitive prices and creating employment
opportunities.

Bashundhara is now operating with fourteen vital enterprises of highly esteemed commercial
and technological superiority having profound degree of specialization in the field of real
estate, industrial ventures and commercial enterprises. Current value of the total assets of the
enterprises of Bashundhara Group would be about Tk. 15000 million equivalent to
approximately US$ 300 million. Total turnover of the business amounts to around Tk. 16000
million equivalent to US$ 325 million.

Presently 8100 people are employed in various enterprises of the group. Besides, through its
multidirectional economic activities, Bashundhara has created employment opportunities to
over 30,000 people.

The linkages to employment and better standard of living are immediate. By providing
employment opportunities to a large number of people, Bashundhara helps in generation of
income which, in turn, would assist in improvement of the quality of life of people in terms of
nutrition, literacy, standard of living and physical and social environment.

Through forward and backward linkage, the enterprises of Bashundhara Group have
encouraged development of various industrial and commercial units in the country. With its
expertise in different fields and extensive human resources, Bashundhara has undertaken
various projects.
 Mission & Vision of Bashundhara Group

Despite the global challenges and its impact on local economy, Bashundhara group has kept
on its forward march with visionary goal, best use of its human resources and meticulous
planning. The company’s aims and objectives are:

“To serve people with maximum satisfaction and keep on working

for the greater welfare of the people and the country”

Mission:
Bashundhara Group believes in serving the people and the country; not only in doing business
and making profit. It had come into existence with that belief and adopted ‘For the People,
For the Country’ as its core theme.
All the Bashundhara Group concerns always try to offer best possible services and products to
customers for attaining their full satisfaction, as the group endorses the notion that customers
are the ultimate determining factor in success of any organization. It always strives to
introduce new products and services to the customers.
Bashundhara Group believes that no organization can grow without an able and dedicated
workforce behind it. It values and nurtures its officials, employees and other members of the
staff accordingly. Through various acts and measures, the group tries to create a sense of
belonging among the workforce so that they explore their full potential and give full
dedication to the organization and get evaluated accordingly.
As a business conglomerate, Bashundhara Group does not want to grow alone; it wishes to
grow together with its partners, patrons, customers, employees and other stakeholders.
The group has reached out to many poor and underprivileged people through different
philanthropic services and it wants to expand them across the country for the welfare of the
people and development of the country.

Vision:
Bashundhara Group has already become one of the largest conglomerates and the leader in
many areas of business and industry in Bangladesh. It wishes to go far ahead from where it is
now. The group wants to be the largest business house of the country and the biggest
contributor, from the private sector, to the economic and social development. It also wishes to
bring more and more people under job and thus become the largest employer in the private
sector.
 Strategic Business Unit- Bashundhara Group

Business Company Establish-

Concentration Name ment year
Real Estate East West Property Development (Pvt) Ltd. 1987
Bashundhara Paper Mills Ltd. 1993
Manufacturing &
Trading Meghna Cement Mills Ltd. 1995

Bashundhara LP Gas Ltd. 1999

Bashundhara Steel Complex Ltd. 1999
Bashundhara Industrial Complex Ltd. 2000

Bashundhara Steel & Engineering Ltd. 2001

Manufacturing & Bashundhara Logistics Ltd. 2004

Trading
Bashundhara Foundation. 2005
Bashundhara Dredging CO Ltd. 2010
Bashundhara Food Beverage Industries Ltd. N/A
Bashundhara Cement Industries Ltd. 2012
Bashundhara City Development Ltd. 2003
Multi-faceted
Shopping Mall & Bashundhara Convention Center. 2006
Recreation Center Bashundhara Technical Institute. 2010
East West Media Group Ltd. 2009
EWMGL Press Unit 2009
 BCG MATRIX of Bashundhara Group

HIGH LOW

HIGH Relative Market Share

Stars Question Marks

Market Growth Rate

Bashundhara Paper Mills Ltd

Bashundhara LP Gas Ltd Bashundhara Technical Institute
East West Media Group Ltd Bashundhara Convention Center

Cash Cows Dogs

East West Property Development Bashundhara Steel & Engineering Ltd.

(Pvt) Ltd. Bashundhara Logistics Ltd.
Meghna Cement Mills Ltd.
Bashundhara Dredging CO Ltd.
LOW