Strategic Plan of Bashundhara Group:
State of the Art
.::Prepared for::.
Prof. Abu Ayub Mohammad Baquer
Honorable Vice Chancellor
The Millennium University
.:Prepared by:.
Muhammad Ibrahim Sohel
ID: 112 BBA 0021
Muhammad Kaes Redwan
ID: 210 BBA 0008
Batch: 16th, BBA Program
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ASSIGNMENT
ON
Strategic Management of Bangladesh
State of the art
Submitted to:
Course Teacher
Designation
Name of course
Program
Department
: Prof. Abu Ayub Mohammad Baquer
: Vice Chancellor, TMU
: Business Policy and Strategy
: BBA
: Business administration
The Millennium University
Submitted by:
1.
Name
ID No .
Batch
Semester
Program
Department
2.
Name
ID No.
Batch
Semester
Program
Department
: Muhammad Ibrahim Sohel
: 112 BBA 0021
: 21st (Class with 16th)
: 8th
: BBA
: Business administration
The Millennium University
: Muhammad Kaes Redwan
: 210 BBA 0008
: 16th
: 8th
: BBA
: Business administration
The Millennium University
Total Pages: 11
DATE OF SUBMISSION
24 Jan 2013
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Table of Contents
Topics
Acknowledgement, Executive Summary
Pages
3
Chapter I.
Introduction
4
Objectives of the Report
4
Strategic Planning
4
Chapter II.
Mission
5
Vision and Objectives
5
Chapter III.
Strategic Planning Of Bashundhara Group Ltd.
6
1. SWOT Analysis
7
2. Goal formulation
8
3. Strategic Formulation
8
4. Program formulation
8
5. Feedback and Control
8
6. Concept
8
Chapter IV.
BCG Matrix
Chapter V.
Implementing & Control of Strategic Planning
Chapter-VI.
1. Findings and Recommendation:
2. Conclusion
3. Reference
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9
10
11
11
11
Acknowledgement
At first we want to remember and to give thanks “Almighty Allah” for giving us energy to
prepare the term paper effectively and timely. Then we want to give thanks to our honorable
course teacher Rahma Akhter, Lecturer, School of Business, for giving us the chance to work on
this topic and proper guidelines to prepare the term paper completely. We also want to give
thanks to all of them who helps us for giving important information about Strategic Planning of
Bashundhara Group.
Executive Summary
Strategic plan establishes what kinds of businesses the company will be in and its objective for
each. Then within each business unit, more detailed plans are taken by the unit managing
director. Without effective strategic plan a corporation can not be operated properly. Not only
corporate planning but also division planning is important. If a division manager does not take
effective plan to operate the organization activities so that the business will suffer in the long
run that’s mean the business unit will not be profitable and if a business unit fail to fulfill the
objective, the corporation will be affected in total. Basically we have discussed strategic
planning, implementation and control of Bashundhara Group on this term paper.
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Chapter I
Introduction
As a company we will need a good strategic marketing plan. Through strategic
planning, the company deciding what it wants to do with each business unit.
Marketing Planning involves deciding on marketing strategies that will help the
company attain its overall strategic objectives. A detailed marketing plan is
needed for each business, product, or brand. A company can go forward and
increase market growth rate through a effective
strategic marketing plan.
Objectives of the Report
The main objective of the term paper is how the company operate there
corporate activities as well as unit planning, product planning, marketing
planning and how the company implementing these plans and control.
Strategic Planning
Strategic Planning is the main driving system of a company, so it is very
important to develop the strategic in perfectly.
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Chapter II
Mission, Vision and Objectives
The era of information and communication technology has changed the world with a whisker
and now communication has emerged as the key to trade and development. The rapid
development of information and communication technology has turned the world into a global
village. Moreover globalization and its all pervasive impacts on states and their economies have
made
life
more
competitive,
complex
and
technology
driven.
Proximity has turned meaningless as the world is now in the tip of a finger and economy the
ultimate focus of a nation and national life. Inter-state trading dependence, investment potentials
and free flow of information and raw materials have made the world thriving
On the edge of competitiveness.
Now ‘staying competitive’ is the key to survival in today’s world of business where quality
rules and standard products and services sneak in shedding physical boundaries. Now, the
recent global recession and its impacts have shown yet another challenge and
the bitter side of the globalization.
But despite the global challenges and its impacts on local economy, Bashundhara Group has
kept on its forward march with visionary goal, best use of its human resources and meticulous
planning.
Varied range of products with ensured standard, quality services and most effective managerial
efficiencies have made the company a market leader in the respective sectors of its operation.
Keeping main focus on business expansion and growth in the most prospective sectors, the
group is continuously taking up projects to make it the largest conglomerate in the business
arena of Bangladesh despite fast-changing business trend and tricky situation.
Depending on the firm foundation and highly professional human resources, the Bashundhara
Group is still making good use of its business potentials and also contributing to the
development of the local corporate culture and making a significant contribution to the overall
development
of
the
country
and
its
economy.
But despite intriguing growth and business expansion, the company’s aims and objectives
remain the same – to serve people with maximum satisfaction and keep on working for the
greater welfare of the people and the country. Still each and every Bashundhara Group
companies care for their clients as their obligation and customer satisfaction remains the key to
their success.
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Chapter III
Strategic Planning Of Bashundhara Group Ltd.
The Bashundhara Group of Companies started off as a real-estate venture
known as “Bashundhara” under the aegis of the Group’s first concern – the
East-West Property Development (Pvt.) Ltd. This project turned out to be
very successful and had helped foster the growth of trust and confidence of
the urban people in “Bashundhara”. Dhaka’s burgeoning population,
combined with a conspicuously slow growth of housing – led to the landmark
success of Bashundhara.
Business strategic planning process
External
Environment
(opportunity
&threat
analysis)
Goal
formulation
Strategy
formulation
Internal
Environment
(strengths &
Weaknesses
Analysis)
Implementation
Feedback
And
control
Figure: Business Strategic-Planning process
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Program
formulation
1. SWOT Analysis
This is top qualitative evaluation of the key factors affection the company. To know how will
the company fairs and how interesting an investment would be, our analysis follow the market
on a daily basis and you could benefit from their valuable expertise to maximize you
knowledge.
Ex
O
T
S
So
Maxi maxi
ST
Maxi mini
W
WO
Mini maxi
WT
Mini mini
In
Figure: SWOT Analysis
Strengths : It’s very famous group in our country. So it has more strong sides. So the strong
sides of the Company are shown below….
1. Huge amount of capital.
2. The management system is strong.
3. The employees are very qualified.
4. The workers are practical.
5. The products are acceptable and popular in our countries than other company’s product.
6. Huge amount of properties.
Weaknesses: Since it is reputed company so it has some weaknesses.
1. It has legal problems.
2. It has taxes problem.
Opportunity: It has huge amount of opportunity such as.
1. International and National market segment opportunities.
2. Expansion opportunities.
3.Growth opportunities.
Threats: Though it is a reputed group of company, it has some threats such as competitors,
Political instability, Bad weather, Increase raw material price and so on.
Findings of SWOT analysis
Through SWOT analysis, we try to find out strong and weak point of the company. Here we
find out strong points more than weak point. The employees of the company are highly
qualified. They enjoys work and do not want to avoid it. The employees of the company work
hard to achieve the organizational goals through self accept the responsibility without any
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hesitation. Its market position is good comparing to others. The working condition of the
company is comfortable.
2. Goal formulation
By following SWOT analysis the company improved the specific goals for the planning period
this is called goal formulation. Managers use the term goals to describe objectives that are
specific with respect magnitude and times.
1. arranged hierarchically: Bashundhara group business unit’s increased the rate of
return on investment. This can be accomplished by increasing revenue and reducing
expenses.
2. Quantities objectives: Bashundhara group want to return on investment 15% last 2
year.
3. Goals should be realistic: They fixed their goal on the business unit’s opportunities
strength not wishful thinking.
4. Objectives must be consistent: It is not possible to maximize both sales and profits
simultaneously.
3. Strategic Formulation
Every company must have a strategic for achieving organization goal such as Bashundhara have
a strategic formulation. This corporation follows “overall cost leadership”
Overall cost leadership: It is means to reduce the cost of a product than other company. So
the Bashundhara group follow the overall cost leadership strategic because they reduce the
product cost.
4. Program formulation
The corporation’s business unit has developed its principal strategic. It must work out detailed
supporting program. If the program is continue by the technological leadership then the
company create values for the customer.
5. Feedback and Control
Every action has a result, so Bashundhara group has a result on their task. The Bashundhara
group business planning is effective to earn the organizational goal. So the company’s feedback
is good. And the controlling system of the group is good.
6. Concept
Bashundhara Group follows the marketing concept as well as societal concept in their product.
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Chapter IV
BCG Matrix
The Boston Consulting Group approach (BCG):
It is a process of evaluating a company’s strategic business units in terms of their market growth
rate and relative market share. The SBUs are Stars, Cash cows, Questions marks, Dogs.
Stars
In this position a company has high growth rate and strong market share. It needs huge amount
of investment to keep their rapid growth. After above discussion we can say that the East West
Property Development (PVT) Ltd. of Bashundhara Group is in the star position.
Cash cows
Bashundhara Paper Mills Ltd. is in the cash cow position because this company has low growth
rate and strong market share. This company needs less investment to keep their current position.
They produce a lot of cash that the company uses to pay its bills and to support other SBUs that
need investment.
Questions marks
Bashundhara City Development Ltd. is in the questions marks position because this company
has high growth rate and weak market share. Sometimes this company converts into star
position.
Dogs
Bashundhara Lp Gas Ltd. is in the dogs position because it has low growth rate and weak
market share. It may generate enough cash to maintain themselves but do not promise to be
large sources of cash.
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Chapter V
Implementing & Control of Strategic Planning of Bashundhara Group
Planning
Corporate Planning
Implementing
Controlling
Organizing
Measuring results
Division Planning
Implementing
Diagnosing results
Product Planning
Marketing Planning
Taking corrective
action
Figure: Implementation and control of strategic planning of Bashundhara Group
By preparing statements of mission, policy, strategy, and goals, headquarters establishes the
framework within which the divisions and business units prepare their plan. This corporation
gives a lot of freedom to their business units to set their own sales and profit goals and
strategies.
Corporate headquarter undertakes four planning activities
1.
2.
3.
4.
Defining the corporate mission
Establishing strategic business units (SBUs)
Assigning resources to each SBU
Planning new business, downsizing, or terminating older business
The others planning of Bashundhara group are taken by the each division’s managing directors.
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Chapter VI
1. Findings and Recommendation:
There is no doubt that Bashundhara Group is the reputed corporation in our
country. The strategic planning situation is good in present, but it has some
problems in this process. If the corporation can remove those problems then the
corporation will be role model in the business sector of Bangladesh. The
corporation has some problems in their legal sector. If the corporation improves
their legal problems, they could create more popularity than previous.
2. Conclusion
Bashundhara Group is the biggest corporation in our country. From above
discussion we can say that the corporation strategic plan is effective. Now-a-days
it wants to capture foreign market by producing quality products. Bashundhara
City wins “Superbrand”.
References:





www.bashundharagroup.com
Annual report of the company(2009,2008).
Principle of Marketing, Philip kotler, 11th edition.
Marketing Management, Philip kotler, 11th edition.
Help of our Course Instructor.
.::Thank you::.
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Strategic Planning Of Bashundhara Group Ltd.