MBA Program

Summer 2021

Submitted to:
Dr. Zulkarin Jahangir
Assistance Professor
North South University

Submitted By:
Afsana Manwar Nawrin
ID: 1925134660

Course Name: Strategic Management

Code: Bus 690

Submission Date: 30/07/2021

 Company Overview
Basundra is one of the biggest modern gatherings in Bangladesh. It began its activity as a land
adventure known as "Bashundhara" under East-West Property Development (Pvt) Ltd in 1987. This task
was exceptionally effective and assisted them with developing quick and gain the trust and certainty of
the metropolitan individuals. Driven by this achievement, Bashundhara began to put resources into new
fields, including assembling and exchanging. More organizations were set up in the mid-1990s like
concrete, paper and mash, tissue paper, LPG packaging and conveyance, and an exchanging
organization. Basundhara showed exceptional development in a range of less than 10 years. During this
period, they additionally put resources into land improvement and land. (Corporate Profile, n.d.)

The Group's first traded on an open market organization, the Meghna Cement Mills Limited, is as of now
recorded on the two Stock Exchanges of Bangladesh. Presently, this gathering has more than 20
significant concerns situated in various spaces of the country. One of the greatest shopping center in
Bangladesh called "Bashundhara City" (BCDL) has added appeal to the development of the gathering. In
2009 they set up a media house named "East West Media Group Ltd" which possesses Bangla day by
day "Kaler Kantho", "Bangladesh Pratidin", English day by "Day by day Sun" and online entryway
"Banglanews24.com". It additionally dispatches a FM radio named Capital FM and a TV slot named
"News24". The gathering has more than 15,000 workers and makes work for more than 35,000
individuals (Bashundhara Group, n.d.). Basundhara has made considerable progress to arriving at their
target by paying attention to their client needs, taking continuously exercises from past projects,
advancing and joining forces its undertaking execution measure. Bashundhara has verifiably added to
the country's monetary solidness in monetary and capital business sectors. (Corporate Profile, n.d.)

Corporate Technique Strategy

Corporate technique consistently shows association's corporate activities with the expect to accomplish
organization destinations as per the hanging on the upper hand. It is a nonstop cycle that requires a
consistent work to draw in financial backers in confiding in the organization with their cash, in this way
expanding the organization's value. Like Bashundhara bunch has an alternate kinds of items and a
gathering of organization, they follow their corporate degree of methodology to accomplish their
organization objective on the essential benefits of the upper hands.
 Business Level Strategy
Business-level strategy talks about high-level decisions about products or services. For example,
Bashundhara proposed cement for entrepreneurial careers, which is an enterprise-level
strategy. High-level decisions on cement production lines. When launching a new product, this
is the first question that the company must answer. 1. Which is your target customer group? 2.
How will you meet this small town? 3. What is the service? When these questions were
answered, Bashundhara was ready for these things that happened before starting the business,
and then they got these two positions. 1. Low cost and 2. Differentiation. Companies can
implement appropriate enterprise-level strategies to maximize the life cycle of the organization.
The main goal is to help the company achieve its mission. In addition, enterprise-level strategies
help gain competitive advantage by providing value to customers and leveraging core
competition. They faced various problems and challenges, so they changed their business
strategy. East-west real estate development is the flagship business of the Bashundhara Group.
After that, the company changed its strategy and bet on diversification. In 1996, they started a
new business in the cement industry in Mongla and Madangonj, with the world's largest
technology "VRM". Then they started the bottling and distribution business of steel, liquefied
petroleum gas, toilet paper, etc. They did not subdivide any individual groups based on product
usage. They produce all commodities for the masses of our country. The project they sought in
1980 called the Bashundhara residential area took a step forward and made their real estate
business unique. Now, they provide all the facilities for people living in the area, such as rival
schools, universities, hospitals, shopping centers, and markets. Therefore, the Basunda Group
obviously follows a diversification strategy, as the name suggests, it is a group company, which
means that it has production lines in different industries. However, if Bashundhara wants to
gain a leading position in the market, it needs to add more changes to its products to stay away
from other competitors. They also follow a blue ocean strategy, so other competitors cannot
easily enter the market. They need to innovate something that their competitors did not
expect.
Functional Level Strategy

The strategy at the functional level includes the use of human resources, the allocation of
assets, the division of internal functional areas of the association and the strategy of
coordinating these areas to achieve the desired commitments to help advance the strategy at
the enterprise level of the association. organization and strategy at the company level. The
basic requirement to ensure the excellent profitability of the Bashundhara Group is to influence
the optimal combination of resources and capabilities that it possesses. The department most
relevant to implement the plan must ensure four basic agendas for most of its work. they are:
 Efficiency
 Quality
 Innovation
 Customer response
 Utilizing human recourse
 Allocating resource and financial plan
 Well organized R&D
 Information system
 Marketing