Internship report project and marketing part assignment

I have less knowledge in his about this sector. So how can I convince them and what would be the way to convince them. But there are some employees who supported me to do this by maintaining good manner and providing proper information. Chapter Four Marketing Part 4. 1 Current Trends in Real Estate/Housing Finance Over the last few decades, comprehensive studies of housing markets and housing finance systems across the world have created a shared body of knowledge on what constitute effective and non-effective housing policies and housing market regulations.

In particular, programs to finance social housing are perceived fervently today than a few decades ago, both in developing countries and advanced economies. The focus is on creating well- functioning housing markets and the expansion of a safe and sound housing finance system. Compare to the other countries, Bangladesh is also moving towards a more integrated modern housing finance system. First, there is a trend to increasingly rely on capital markets as sources of funds for primary housing finance lenders rather than on depository institutions alone.

When people have higher income and high level of saving then they can think about to purchase a house or land. There had been much change in the real estate sector due to economic forces. After collapse in share market and business sale in real estate industry has fallen near about 50%, because people have no enough money to effort a new house. 4. 2. 3 Social Forces These are the forces related of society basic values, perceptions, preferences and behavior. People grow up in a particular society that shapes their basic belief and behavior pattern. These forces affect the survival and success of an industry.

Changes in living standard and pattern have also increase the potentiality of real estate business. Now a day people are getting interested in nuclear family. In last three decades, families have emerged as nuclear type from Joint type. The average size of family in Dacha City Corporation area in 2009 was 4. 3 (STEP, 2009). Such families find it convenient to dwell in apartments with two or three rooms. Land value of Dacha is too high to afford by most of the middle and higher middle income people. However, on relative scale apartments are within the affordability of this economic class.

It provides the real estate firms to compete towards the costs in the market to influence price and profits. A firm that buys land today with plan to construct houses in five years from now on has an advantage over the firm which buys lands after five years to construct the houses. Switching costs for customers If customers have to incur a significant cost to switch the firms, then it’s normal that customers don’t switch unless there is a major mishap. But it also works for the companies who secure quality of products to exert some power on the buyers. . 3. 2 Bargaining power of buyers According to Porter bargaining power of buyers is, “ the ability to force prices down, bargaining for higher quality or more service, and playing competitors against each other”. 4. 3. 3 Threat of new entrants Threats of new entrants are sometimes the result of abnormal profits in a particular sector. It’s widely argued that the real estate sector in Bangladesh still produces the abnormal profits for the firms though there is not available data to prove that. Related parameters to describe this force are in point 4. . 4 Threat of substitutes This refers to the extent by which buyers can replace their current products by another one. In the context of this report substitutes does not mean the pure substitutes of the core products. In fact here substitute means the substitutes of different dimensions of core products. The core product is house and different dimensions include among others location, luxury, producers etc. The relevant parameters are the followings. 4. 3. 5 Rivalry among existing firms This is all about competition in the market.

By nature Bangladesh market is free for all and anyone can invest here. Therefore there are lots of companies in the market who compete among themselves. However competition is much fiercer in the urban areas like Dacha city compared to the sub urban areas like Savor, an area about 20 kilometers away from the Dacha city. 4. 4 SOOT Analysts of GOOD Limited SOOT analysis (alternatively SOOT matrix) is a structured planning method used to evaluate the strengths, weaknesses, opportunities, and threats involved in a business venture.

GOOD has segmented their market by geographically which consists Azimuth, Catbird, Edema, Goulash, Banning, Pantograph, Saskatoon, Braider and so on. They charges different price for different place project. Some price is high and some are comparatively lower than others. This is set actually in the basis of the place. GOOD develops this strategy for gaining their client satisfaction. 4. 5. Target market: Target customers are those who are most likely to buy the service or product. In GOOD, they are focusing different group of people as their target market.

Different business groups are taking commercial places from this real estate company. On the other hand, upper class and upper middle class general people are taking residential flat and houses. They have targeted those people who are mostly from the upper, upper-middle and middle class income group and also the working class. Their cryptographic profile shows that, they are more or less educated but willing to spend or lifestyle products and services. They want to have a status in the society. So, GOOD targeted their potential customer and always concern about their client satisfaction. 4. 5. 2. Target of the customer: Golden Home Design and Development Limited targets the market on the basis of social class. It concentrates on the on the middle class market. It has been found that segmenting market on the basis of social class may provide several benefits: Three kind of customer of Golden Home Design and Development Limited There is a growing tendency in the middle class customer market to buy and live in he apartments. It is more profitable to sell apartments to the upper class. 4. 5. 2. Target market Analysis: Every company tries to predict the demand of its target market and then sets their goals.

Design is particularly important in making and marketing durable equipment and services. GOOD Limited should develop a distinctive design patterns for its apartment projects. Delivery: Delivery refers to how well and quickly the product or service is delivered to the customers. It includes the speed, accuracy and care attending the delivery process. GOOD Limited must have some better position in these matters. Maintenance and Repair: It refers to the company’s service program for helping customers keep their researched products in good condition.