Report on: Bashundhara Group

Course Title: Strategic Marketing

Course Code: MKT-410

Prepared By

Group Platinum

November 15, 2021

 Group: Platinum
Course- Integrated Marketing Communication
Code: MKT 404

S Name Intake ID Phone Gmail ID

L Number
1 Jannatul 47 1819110105 01830234030 bunanabi@gmail.com
Ferdous 3
Nabila
2 Sajjadul 42 1617210105 01756612860 sajjadulislamhira@gmail.com
Islam Hira 0
3 Masud 42 1617210114 01621893939 masudrana16@gmail.com
Rana 1
4 Anika 47 1819110109 01870983691 mmmohona1@gmail.com
Sharmin 3
5 Samiun 47 1819110109 01725884951 emon884952@gmail.com
Sikder 5
Emon
6 Jawad 42 1617210244 01689690880 jawad.rakin5 @gmail.com
Rakin
 Letter of Transmittal

11th November, 2021

Shafat Al Rafaee

Lecturer, Department of Marketing

Bangladesh University of Business and Technology

Subject: Report on Bashundhara Group.

Dear Sir,

We hope this letter finds you well. Enclosed is a thorough research report on Bashundhra
group.
This report is containing the overall history of Bashundrara group, competitor, Marketing
analysis, Competitive strategy and ethical issues. It also full of relevant information that
supports any company if they try knows about the Bashundhrara Group. According to your
proper instructions, we have worked on “Report of Bashundhara Group.”

Thus, we humbly request you to accept our report. In the end, we would like to thank you
for giving us the opportunity to work with such a task and for all the support and guidance
you have provided us throughout this semester.

Sincerely

Jannatul Ferdous Nabila

Sajjadul Islam Hira

Masud Rana

Anika Mohona

Samiun Sikder Emon

Jawad Rakin
Table of Content

Introduction ………………………………………………………………………………………….. 1

Closest Competitor of Bashundhara Group………………………………………………2

Marketing Strategy of Bashundhara Group………………………………………….....3

Competitive Strategies of Bashundhara Group…………………………………………6

Scope of Innovation and Performance Improvement……………………………….7

Problems………………………………………………………………………………………………….8

Recommendations……………………………………………………………………………………9

References……………………………………………………………………………………………….10
Introduction
Bashundhara Group has begun its journey as a real estate company with the
name of “Bashundhara”. Bashundhara Group has started working in this
sector since 1987. This group has experienced a huge success within a very
short time. This group has always tried to focus on customers’ needs and
responded according to that. Most of its projects have achieved Success.
They have done many mega projects in different locations in the country.
Bashundhara Shopping Mall the multi-faceted shopping mall cum recreation
center has added a different success story for the group.

Bashundhara has operated its business in various sectors. They are doing
well in all of the sectors and became one of the renowned companies of
Bangladesh.

Bashundhara Group has received the ‘Best Brand’ recognition based on the
criteria: Brand Recall Value, Likeliness of Consumers, End-users Choosing a
Particular Brand, Uniqueness, Innovation and Trustworthiness.

Although Economic Times carried out surveys in other South Asian countries
in the past and recognized their brands, this is the first time the publication is
recognizing corporate houses from Bangladesh.
The Economic Times included Bangladesh in its survey and accorded the
recognition to Bashundhara Group in a virtual ceremony on September 30.

In its report, Economic Times said Bashundhara Group is in a strong position

in Bangladesh in terms of brand value having ample popularity among
customers.

Bashundhara Group is going ahead with innovative and unique products

which are a symbol of trust to the customers, it said.
Closest Competitor of Bashundhara Group
Bashundhara Group is one of the largest companies provide Property
development services, Steel, Cement, Paper & Media services, Food &
Beverages. Bashundhara Group faces big competitions from other
corporations operating in the similar industries.
Abdul Monem LTD.
 Industry: Abdul Monem Ltd. is focused on constructions industry.
 Product and Service: Abdul Monem Ltd has a large product and
services portfolio like AML construction services, Energy, Cement,
steel, ready mix concrete, Igloo ice cream & milk product, Beverage.
Igloo foods ltd. AM securities & financial services, Sugar,
pharmaceuticals product, dairy products, etc.
 Target Market: Abdul Monem Ltd has also same customer
segments like Individual, Government agency, and Construction
Company, mass market for food& beverages.
 Strategies: Abdul Monem Ltd’s strategies is that they give high
priorities to the employee and customer which reflect the whole
organization. “The core strength of Abdul Monem Ltd is best in
assembles the resources to finish infrastructure project on a
great scale (funded by Word Bank, ADB, JICA etc.). thus it has
achieved the ability to bear the risks of handling huge project and
they can ensure sustainability throughout the long development
periods. More than 10,000+ proficient and extremely skilled
workforces” (AMLBD, 2018).
 Strengths: Huge capital and their brand value is the main strength.
 Weakness: Adul Monem Ltd has dependability as they need to import
raw materials which are their major weakness they consider.
 Marketing Strategy of Bashundhara Group
SWOT Analysis of Bashundhara Group

Strength:
 Business Segmentation:
Bahsundhara is one of the
leading company in Bangladesh
which
started as a real estate
company. Now they have 20
major concern of their
business
(Bashundhara Group 2019,
February 14).
 Introduce CRM Software:
Bashundhara Group
introduced customer
relationship
management software to create
a better customer service for its
tissue unit. It will make
them a unique company in this
Tissue segments. This CRM
software helps the customers
Strength:
 Business Segmentation:
Bahsundhara is one of the
leading company in Bangladesh
which
started as a real estate
company. Now they have 20
major concern of their
business
(Bashundhara Group 2019,
February 14).
 Introduce CRM Software:
Bashundhara Group
introduced customer
relationship
management software to create
a better customer service for its
tissue unit. It will make
them a unique company in this
Tissue segments. This CRM
software helps the customers
Strength
1. Business Segmentation: Bahsundhara is one of the leading
companies in Bangladesh which started as a real estate company.
Now they have 20 major concern of their business (Bashundhara
 Group 2019, February 14). Introduce CRM Software: Bashundhara
Group introduced customer relationship management software to
create a better customer service for its tissue unit. It will make them a
unique company in this Tissue segments. This CRM software helps the
customers follow up notes, history, their contact and customer
internal communication (Bashundhara Tissue Wins Best Tissue Brand
Award, 2018)
2. Skilled Worker: Currently 8100 skill workers are working at
Bashundhara group on different sectors. They are going to create
another 30,000 employment opportunities throughout the country.
3. Total Assets: Bashundhara is the giant company bin Bangladesh. Now
they have over Tk.15000 million or around US$300 million.

Weakness:
 Tax Payer: One of the
biggest weakness of
Bashundhara group is tax
related issue. They
are paying less tax to the
government in every year. “The
National Board of Revenue’s
Deputy Tax Commissioner
Kabir Uddin Molla filed the
case in the court of a special
judge
on Jul 25, 2007” (Supreme
Court orders Bashundhara
Group chief to surrender in
tax
evasion case, 2015)
 Conflict with landowner:
The Company has a very bad
reputation regarding land and
land related issues. In 2009,
October 16, almost 200
landowners victim in South
Keraniganj raised up their voice
against the company for
grabbing their arable land and
fishing pond (Bashundhara
given 7-day ultimatum to stop
its activities, 2009)
 Controlling: Bashundhara
is the biggest comp may as I
mentioned earlier, and it has
multiple business
segmentation. So, the company
is facing controlling problem
in their
employees and sometimes
miscommunication inside the
executives.
Weakness
1. Tax Payer: One of the biggest weakness of Bashundhara group is tax
related issue. They are paying less tax to the government in every
year. “The National Board of Revenue’s Deputy Tax Commissioner
Kabir Uddin Molla filed the case in the court of a special judge on Jul
25, 2007” (Supreme Court orders Bashundhara Group chief to
surrender in tax evasion case, 2015)
2. Conflict with landowner: The Company has a very bad reputation
regarding land and land related issues. In 2009, October 16, almost
200 landowners victim in South Keraniganj raised up their voice
against the company for grabbing their arable land and fishing pond
(Bashundhara given 7-day ultimatum to stop its activities, 2009)
3. Controlling: Bashundhara is the biggest comp may as I mentioned
earlier, and it has multiple business segmentation. So, the company
is facing controlling problem in their employees and sometimes
miscommunication inside the executives.
Opportunities
1. Introduce ERP for RMG sector: Toggi Services, a technology venture
of Bashundhara group. It has introduced Enterprises Resource
designing (ERP) software package for the attire sector within the
country in partnership with international technical school big
Microsoft. They come up with 3 ideas named Porini, nChinga and
hSenid under Microsoft 365 which will boost up the RMG production.
Industries Minister Nurul Majid Mahmud Humayun said Bashundhara
group is ongoing company to cover Bangladesh government digital
vision (Toggi Services Introduces ERP For RMG Sector, 2019).
This is their strength in the business industry.
2. Business Expansion: Bashundhara group expanding its business.
It is the biggest opportunity in this company. They already
expanding their business into different segmentation. They
successfully run on their business.
3. Job creator: Bashundhara group is creating a huge job opportunity in
the country. Every single time they are looking for new employee for
their business (Bashundhara Group: A great job creator, 2018)
4. Constructional and Mega project: Bashundhara Industrial complex is
working under bashundhara group. They expanding their business to
fast growing demand of cement and mega project of Bangladesh. The
company currently produce 21 lakh tonnes of cement per year and it
would be approximately 75.60 lakh tonnes per year from the next
year (Alo, 2019)
Threats

1. Increase Competitor: In the market, Bashundhara group is facing day

to day competition. In their business line new product launch in
the market. As a result they are facing difficulties to adjust their
business line.
2. Share market: Bashundhara group share market fall down
remarkably. In 2009, their market share was 62 % but in 2011 that
share goes down in 30 %.
3. Political Situation: Political instability is one of the biggest threats for
Bashundhara group. They cannot take long term plan due to political
unrest situation.
4. The Raw Material price: The rapid change of raw material is
another threats for Bashundhara group. The cost of production is
getting high due to higher price of raw material.
Competitive Strategies of Bashundhara Group
Competitive strategy always indicates firm’s corporate actions with the aim to
achieve company objectives according to the holding on the competitive advantage.
It is a continuous process that requires a constant effort to engage investors in
trusting the company with their money, thereby increasing the company’s equity.
Like Bashundhara group has different types of products and a group of company,
they follow their corporate level of strategy to achieve their company objective on
the basic advantages of the competitive advantages.
Expansion Strategies
Expansion strategies firm aims to grow considerably by broadening the scope of one
of its business operations in the perspective of customer groups, customer functions
and technology alternatives, either individually or jointly. It includes to achieve a
firm high growth profit of the organizations. Bahundhara group for their highly uses
the expansion strategies on the based on the Different types of Intensification,
integration, Diversification and and also they takeout their product on the
international explanations. They integrate their product on the horizontal
integration, and also the vertical integration. For example Bashundhara cement
integrate on the vertical integration with the king brand cement and takes it to the
Bashundhara cement. they also diversified their product on the related and also the
unrelated Diversifications .the related diversification talks about the offerings can
be brought under a common umbrella For example-Bashundhara papers expand
with the same related product company like Bashundhara tissue. They also expand
their product and also bring their management trainee for their employee on the
basis of the expansion corporate strategy.
Stability Strategy
These strategies talks about the strategy by which the organizations retains its
present strategy at the corporate level and continues focusing on their present
product and markets. Like Bashundhara they have a more well-known organizations,
they have many well-known product like Bashundhara cement, Bashundhara tissue,
Bashundhara LPG gas and also many more. On their whole corporate level on the
strategy they focus on their products and also focued on the present stability.
Sometimes they also adopted by the firms that are risk averse, usually the small
scale businesses or if the market conditions are not favorable, and the firm is
satisfied with its performance, then it will not make any significant changes in its
business operations. They implemented the pause/proceed with caution, no change
strategy and profit strategy. Sometimes, the firms, which are slow and reluctant to
change finds the stability strategy safe and do not look for any other options and
 also they are concern about the present value of the market. They work with a fully
corporate level strategy and aware about their market all of the product.
Reinforcement Theory
That strategy talk about the Retrenchment strategy where the firm are restructure,
sell and divest a business structure. Bashundhara Group sometimes take that kinds
of retrenchment strategy for their companies cost reductions, streamline operations
and establish a cash flow. They always focus on their cash flow statement and if the
cash flow goes good they take it for the reinforcement theory .For these theory
sometimes they focused on the Turnaround strategy which is the restricting strategy
for the realigning the operations to be the cost efficient, and also be a profitable.
They also use divestment theory if any of their product line become losing the
corporate objectives. Generally the turnaround strategy is not effective then the
divestment strategy follow their company.

Scope of Innovation and Performance Improvement

Invest unique and new technology
This is one of the major reasons to success for any company. Since, Basundhara is
competing in steel industries for ship building, where competitors is very high, then can
follow this stagey and implement new technology like shipbuilding robotics. They can
come up with this new technique and formula that will give them a breakthrough.
More investment on R & D
More research and development will bring success. For this, all the successful
companies in the world invest huge amount of money on R & D. By investing more on
R&D they will be able for innovate unique formula that will help them to cut down
production cost of materials and will give them an extra benefit.
Introduce ready mix concrete
Though a lot of companies in Bangladesh have this ready mix concrete, bashundhara did
not introduce ready mix concrete yet. So, they must come up with ready mix concrete in
order to keep their position competitive in cement industry.
Problems
We trying to state that Ethical issues in Bashundara Group; is for finding issues of
employees and it’s based on the necessity of organization. The Ethical responsibility
Bashundara Group is related to activities like legal working issues, Employees feeling of
uncertainty, don’t maintain product quality whereas they are charging a high price and
so many things. The issues are stated in below
Legal working issues
As in Bashundara, we can see that the rainy season the road is loaded of full water
which is made by Bashundara group. So this is not legal workings.
Employees feeling of uncertainty
Many people are afraid of conflict resolution. They feel threatened by conflict resolution
because they may not get what they want if the other party gets what they want.
Product Quality does not maintain
This is a huge issue for people getting the wrong things from the organization. As
like one producing building, they have to order all the construction things from this
group. They charging high price but do not give the quality full products like sands,
breeks, tiles and etc.
Conflict Resolution at Work
Bashundara Group having a conflict in the office is another difficult situation for the
employee. Employees do not have any right to progress their work by themselves.
Unfair with employees
The employees those are working in Bashundara Group are not getting enough salary
for their work although they are getting high profit from their work. This is not fair for
the employees.
Organizational Culture issue
This is element can be a bigger issue in some time. In the organization model, the
organization structure and system are not organizing. They do not check the cultural
program, organization environment for employees or else development process.
Workforce does not have knowledge
It is not designate the grade to which responsibilities in an organization like have in
Bashundara Group which is divided into unconnected works. The key impression of this
organizational design is that complete work is not done by one individual. It is broken
down into steps, and a different person completes every stage.
Recommendations
Strong distribution channel
Bashundhra group cannot distribute properly their all the product outside the Dhaka. If
they improve their distribution channel, they can serve their all the product in whole
Bangladesh.
Outsourcing
The Company can do outsourcing for their organization. It can help the organization to
work fast and save cost according to company’s need.
Maintain quality with low price
The organization should maintain their product quality with low price in market.
Sometime their products price is higher than their competitor.
Create loyal customer
They can create loyal customer where switching cost will be so high so that customer
cannot switch another company.
Chain of command should be strong
Due to strong chain of command, employees cannot work perfectly. They are more
careless about their organization. As a result organization performance hamper. All the
employees should more respectful to their boss.
Prevent Self-dealing
The employees of the organization should avoid company’s property for personal
purpose. If senior’s employees do this, new employees also do same thing which is
totally unethical.
Feedback loop
Most of the time, top level management take major decision without discussion with
functional level management. That’s why they face information gap between top
level management and functional level management. They can overcome information
asymmetry.
Human resource management system
They should improve their human resource management system. Most of the time their
recruitment policy on daily newspaper based. They can come up with online portal
which is easier for both applicant and organization.
 References
About Us. (n.d.). Retrieved from www.bashundharafood:
http://www.bashundharafood.com/page/about-us

Alo, J. N. (2019, 02 13). Bashundhara to invest Tk 447cr to boost cement production. Retrieved
from thedailystar: https://www.thedailystar.net/business/news/bashundhara-invest-tk-447cr-
boost-cement-production-1701292

Bashundhara Cement. (n.d.). Retrieved from www.bashundharagroup:

http://www.bashundharagroup.com/page/bashundhara-cement Bashundhara City. (n.d.).
Retrieved from wikipedia: https://en.wikipedia.org/wiki/Bashundhara_City

Bashundhara Dredging. (n.d.). Retrieved from bashundharadredging:

http://www.bashundharadredging.com/

Bashundhara given 7-day ultimatum to stop its activities. (2009, 10 23). Retrieved from
thedailystar: https://www.thedailystar.net/news-detail-111093

Bashundhara Group. (n.d.). Retrieved from en.wikipedia.org. Bashundhara Group: A great job
creator. (2018, 02 16). Retrieved from daily-sun:
http://www.daily-sun.com/post/289524/Bashundhara-Group:-A-great-job-creator

Bashundhara Kings. (n.d.). Retrieved from bashundharagroup:

http://www.bashundharagroup.com/page/brand-bashundhara-kings

Bashundhara LP Gas Limited. (n.d.). Retrieved from bashundharagroup:

http://www.bashundharagroup.com/page/brabd-bashundhara-lp-gas-limited

Bashundhara Tissue Wins Best Tissue Brand Award. (2018, 12 09). Retrieved from
bashundharagroup: http://www.bashundharagroup.com/article/bashundhara-tissue-wins-best-
tissue-brand-award

Corporate Profile. (n.d.). Retrieved from bashundharagroup:

http://www.bashundharagroup.com/page/corporate-profile

East West Property Development (Pvt.) Ltd. (n.d.). Retrieved from bangladeshbusinessdir:
https://bangladeshbusinessdir.com/east-west-property-development-pvt-ltd/

International Convention City Bashundhara. (n.d.). Retrieved from bashundharagroup:

http://www.bashundharagroup.com/page/brand-international-convention-city-bashundhara