Mission Group occupies an important place in a nation’s economy. This Group plays a fundamental role in the economic development of a country. My Internship supervisor Md. Idris Ali. (Senior Lecturer, Department of Business Administration,) assigned me the topic “Marketing Mix Analysis of Mission Group” to make a report on it as course part of BBA program. Mainly my analysis site of Mission Group concerns Mission Developers Ltd. I have attended a three-month Internship program at Mission Group with the approval of head of Mission Developers Ltd. Marketing Division duration three months. During the Internship program, I have been gather knowledge about Apartment, Land, Marketing Promotion, & Apartment price.
Mission Developers is one of the paramount establishments of Mission Group engaged in addressing the problems of habitation. Housing problem in DhakaCity has been getting awfully intense, days in and days out. The intensity is caused mainly, among other things, by two factors:
1. One is the decreasing of habitable lands caused by the pressure of population and
2. The other is the heavy influx of urbanized population.
The Mission as well other allied organizations by virtue of their talents, hard work and capital came forward to mitigate this burning problem of life in addition to Governmental effort in this regard. Housing is one of the basic needs of the people. Ours is a densely populated country. In such a situation, all habitable lands are likely to be used up if the super structures are allowed to grow following the outmoded and traditional system while housing problem remain unresolved. Therefore, multistoried apartment concept of today is getting wider acceptance to the urban life-style, with the passage of time, in view of the provision suitable for a cluster of families to live in a single plot of land.
Career in Developers sector has become very lucrative over the last few years considering the work environment and remuneration package. As a student of BBA, I cherish to be a businessman and that is why I had chosen a developers organization for my internship. I chose Mission Group because it has a good reputation in the Developers community.
My internship program specially based on Islami Marketing sector and I want to focus the convergence in Mission Developers.(Seals & Marketing) performance between Mission Group. other Developers Company in Bangladesh. For my study purpose I choose Asset Developers as an example of other Developers Company.
1.2 History behind the Report:
For Dissertation report each student has to prepare a report on their choice. According to this requirement, I have already completed my Dissertation report on the Marketing Mix Analysis from Mission Group, because I am highly interested to know about Developers section. For my reporting purpose a lot of time I observed and to collect necessary information of housing sector. On the basis of my practical experience as well as theoretical knowledge, I have completed the report regarding “Marketing Mix Analysis of Mission Group” The main focus of my study is to analyze the Product, Price, Place & Promotion of Mission Developers Ltd.
1.3 Objective of the Study:
The main objective of the study is to gather practical knowledge regarding Developers system and operation. This practical orientation gives us a chance to Co-ordinate out theoretical knowledge with the practical experience. The following are of objective for this practical orientation in Developers:
- To apply theoretical knowledge in the practical field.
- To fined out the overall pictures of Mission Group mainly Developers Section
- To get clear Idea about Housing Industry.
- To identify How housing Industry run there business and what function they do.
- To identify strength and weakness of Developers.
- To understand the real management and how Marketing sector make there decision.
- To determine the housing industry size in terms of competitors.
- To identify factors of key success in the developers industry.
- To identify the problems related to flat sale faced by Mission Developers and other Developers Company.
- To find out the reason why people go to Mission Developers.
1.4 Methodology of the Study:
This report has been on the basis of experience gathered during the period of internship. Within this period I worked in the corporate office of Mission Group Housing Ltd at Uttara. In this period I have covered general marketing system for Land and Apartment .While conducting this study; sources were explored for primary information .But hardly any update data could be found. In the absence of update data dependence on secondary data has been in evitable .However, when possible primary data has been used.
1.5 TIME SCHEDULE:
|Primary Data Collection||15 days|
|Secondary Data Collection||15 days|
|Data Processing||10 days|
|Literature Review||15 days|
|Analysis of Data||15 days|
|Report writing||15 days|
|Hard binding||5 days|
I was guided by Md. Abdul Mannan (DGM, Marketing); Md. Altaf Sharif (Sr. Marketing Executive) and other Marketing officers .They gave some direction and also scheduled of my internship duration.
1.6 Types and sources of Information :
Each, research needs some unique types of information, from different sources.Following table summarizes both the types and sources of information that are mostly required in connection with the specific objectives of the study. In a nutshell, two types of sources are used.
- Face to face conversation with the customers and employees of the company.
- Client’s files study.
- Attending regular meeting of marketing department.
- Official records.
- Interview with the Housing companies and observation.
Secondary information is collected from REHAB (real Estate and Housing Association pf Bangladesh),by reviewing books, newspaper, Journals , magazines, Website and other relevant documents.
1.7 Sampling Design and Methodology
Population refers to any group of people or objects which are similar in one or more ways and which’s the subject of the study in a particular survey. The population consists of 12 Housing companies and the customer groups. The reason to include Housing to include housing companies in the population is that they are the sellers of the land and apartment. So they can provide information required for the study. Besides, customers are the ultimate beneficiaries of the market. Their desires are of prime import than any other group. Each individual Housing companies is the sampling unit.
It is important who’ll to interview. Marketing Manager of the housing companies is interviewed in most cases. In case of unavailability of the Marketing Manager, any manager of the company especially who is informed of the sales matter are interviewed. The extent of the study with the Dhaka Metropolitan city. Sampling Frame. A partial list of the builders was available from REHAB. A complete list is prepared by collecting information from the relevant source.
Many Housing companies out of listed are interviewed. The principle was that as many Housing companies as possible would be reached. The rationale is that the industry is widely heterogeneous. To have perfect information, it need to reach everyone or as many as possible. Thus the sampling method could be termed as non-probability purposive sampling.
A structured questionnaire is used in tapping the information from the developers. Each sample developer is given a questionnaire, assisted fill it up and collected.
Top ten developers are interview extensively. They have provided with the important industry aspects and issues. In interview, a checklist used.
Content Analysis, Review of a Nicks
In case of analyzing secondary information, the method of content analysis is done. Advertisements given by the developers. In the newspaper are thoroughly reviewed. This mostly helped in listing developers.
1.8 Literature Review and working Definitions:
In general, the problem of housing in urban area received a tremendous response from researchers of many discipline, especially statistical, architects, planners, geographers, demographers and engineers. Various aspects of housing problems including housing finance and affordability and role of different sectors are addressed. Most of these studies relate to Dhaka with a few exceptions. Despite studies especially of land housing are very little. Only a few entries were found .Moreover, most of these entries are full of data where sources are not acknowledged.
For smooth and accurate study every one have to follow some rules & regulation. The study impute were collected from two sources:
(a) Primary sources
(i) Practical desk work
(ii) Face to face conversation with the officer
(iii) Direct observations
(b) Secondary sources
(i) Mission Barta.
(ii) Customer Files & Folders
(iv) Collected information from REHAB document
(v) Websites: www.missiongroupbd.com
1.9 Limitation of the Report:
I have obtained very much cooperation from the employee of Mission Developers Ltd. They were very busy of there activities. So they were not getting enough time to give me as I expect. Beside total duration of internship is not sufficient to learn many thing. The limitations were —
- Sometimes I was assigned to do some jobs without explaining why this work is to be done. This situation has created a lot of problems to understand why a specific function is being performed.
- The entire project was not physically visited.
- All the concerned personnel of the developers have not been interviewed.
- Lack of in-depth knowledge and analytical ability for writing such report.
- Lack of experience.
- Another limitation of this report is Developers policy of not disclosing some data and information for obvious reason, which could be very much useful.
2.1 An Overview of Mission Developers Limited:
The history of the Mission Developers Ltd. Dates back to 2001 founder of the organization, Managing Director starts with only a small premise in Uttara inception in 2000. Mission Developers Ltd. Has successfully handed over many valued apartments clients and continuing with Land project. Only 4 employees at the starting time, today 370 employees are work in this organization.
The Mission Developers Ltd. Was the first venture of the Mission Group. Initially it was launched as a land Development undertaking for housing in the year 2001, but was later transformed to cover the entire gamut of housing. Currently the Mission Developers Ltd. is engaged in the development of apartment, commercial and in-commercial space. It is now one of the largest Developers Company in this country.
. There are nine Concerns of Mission Group. These are:
- Mission Energy & properties Limited.
- Mission Developers Limited.
- Mission Fashion Limited.
- Uttaran Properties Limited.
- Mission Monjil Builders Limited.
- Mission Tourism Limited.
- Mission Food & Beverage Limited.
- Mission Trade International Limited.
- Mission Development Foundation.
- Mission Energy & properties Limited.
Mission Energy & properties Limited is the first concern of Mission group. The aim of this concern was to meet the demand of fuel in coming days and maximize the proper utilize of it. The main target was to help the system of reduction of air pollution. Set up CNG filling stations and conversion centers. They are highly determined to build up this sector as a profitable wing of Mission group.
- Mission Developers Limited.
Mission developers is the second sister concern of Mission Group. The history of the Mission Group Housing Ltd dates back to 2001 founder of the organization, Managing Director starts with only a small premise in Uttara inception in 2000. Mission developers Housing Ltd has successfully handed over more valued apartments to clients.
- Mission Fashion Limited.
To keep pace with the ever changing taste of the people Mission fashion ltd. has introduced a creative design section. It was established in Surabari, kashimpur, Gazipur on its own land of area of 12000sqft in 2007. The production types materials in this factory like Embroidery on all Kinds of fabric appliqué Emb, Fancy Stitch, Print with Emb, Patch, 3D Emb, Sequine Cording Etc. the production capacity is 8,00,00,000 stitches per day. Their main organ is on sewing and knitting. Major buyer of this factory are 01. Li & Fung 02. Walmart 03. Carrefour 04. Umbro 05. Ferrari 06. Lindex 07. Provera 08..Casino 09. Rex & Holm 10. Zara 11. Color Benetton 12. El Corte 13. Kappa 14. Decathlon 15. Srg ( UK ) 16. Jjb ( UK ) 17. Folia S.A. 18. New Yorker 19. System U 20. Jl International
- Uttaran Properties Limited.
Uttaran Properties is one of the renowned real estate company in Bangladesh. Uttaran Properties Ltd. has becomes a trusted name in the real estate sector in Bangladesh. From its very inception the company has won the confidence and good will of its valued clients. Uttaran Properties Ltd. is going along with time and offers a futuristic residential Plot at a very reasonable price. Now they got mainly two land projects that is Uttaran abashik prokalpo & UttaranSatelliteCity both very near from busy Dhaka city in very natural atmosphere.
2.2 Historical Background of Mission Group:
First some people deposit a number of money and they create a fund. When this fund hounded thousand then they build Mission Energy & Properties Limited. They Import some machineries from abroad. After some time they create a big fund and they arrange some entrepreneur and they build Mission Developers Ltd a small scope.
2.3 Mission and Vision of Mission Group:
□ Mission of Mission Group:
Organization mission refers management’s customized answer to the question what is our business and what will it be? A mission statement broadly outlines the organization’s future direction are serves as a guidelines the organization’s future direction and serves as a guiding concept , for what the organization is do and to become.
□ Vision of Mission Group:
It’ there is one characteristic that has typified the Mission Developers Housing Ltd approach. Vision, something shared by all of our team members. We have a vision to be the best at what we do .A vision to make the best of our natural and human resources. A vision to establish organizations and our country as a respected and valued regional presence.
Mission Group will also try to encourage investment particularly in projects, which are more likely to higher employment.
2.4 Objectives of Mission Developers :
The primary objective of Mission Developers housing is to reduce the
Human pressure on the inner city of Dhaka and to create an environment for excellent residential housing with close proximity to the commercial centers. We are extremely conscious of our environment and would like to develop a pollution-free, secure, green tree-lined area. We have seen Dhaka deteriorate over the years, in terms of the above –mentioned features, and therefore would like to reverse the process.
Achieve a 20% return equity,
Achieve an act sales growth rate of 10% per year.
3.1 Marketing Mix analysis OF Mission Group
When marketing their products firms need to create a successful mix of:
- THE RIGHT PRODUCT
- SOLD AT THE RIGHT PRICE
- IN THE RIGHT PLACE
- USING THE MOST SUITABLE PROMOTION
To create the right marketing mix, businesses have to meet the following conditions:
- The product has to have the right features – for example, it must look good and work well.
- The price must be right. Consumer will need to buy in large numbers to produce a healthy profit.
- The goods must be in the right place at the right time. Making sure that the goods arrive when and where they are wanted is an important operation.
- The target group needs to be made aware of the existence and availability of the product through promotion. Successful promotion helps a firm to spread costs over a larger output.
3.2 The Marketing Mix (The 4 P’s of Marketing)
Marketing decisions generally fall into the following four controllable categories:
- Place (distribution)
The term “marketing mix” became popularized after Neil H. Borden published his 1964 article, The Concept of the Marketing Mix. Borden began using the term in his teaching in the late 1940’s after James Culliton had described the marketing manager as a “mixer of ingredients”. The ingredients in Borden’s marketing mix included product planning, pricing, branding, distribution channels, personal selling, advertising, promotions, packaging, display, servicing, physical handling, and fact finding and analysis. E. Jerome McCarthy later grouped these ingredients into the four categories that today are known as the 4 P’s of marketing, depicted below:
The Marketing Mix
These four P’s are the parameters that the marketing manager can control, subject to the internal and external constraints of the marketing environment. The goal is to make decisions that center the four P’s on the customers in the target market in order to create perceived value and generate a positive response.
3.3 The Product
The term “product” refers to tangible, physical products as well as services.Our discussion tropics is Mission Developers. So Our Product is Apartment. Here are some examples of the product decisions to be made:
- Brand name
- Repairs and Support
3.4 Product Policies (Apartments)of Mission Developers Ltd.
Apartment feature are more or less Standardized in line with the geographical zone and size. Specially, the high price apartments (price 60 lacs and above) have some optional features and fittings. Here the most important matter is that only those offer number of units (more than 60) a location, they provide some common features like prayer room, kid’s school, Medical etc.
3.5 Execution and Supervision
The proposed project will be executed by the developer company, Mission developers ltd. All materials and accessories required to be used in executing the project will be purchased /collected by the company itself.
Quality of material should conform the standard specifications and as per design requirements.
A team of skilled managerial and technical personnel of the company will be engaged for continuous supervision of the work, The Architect and the Structural Engineer of the Consulting Firm of the Developer will supervise the necessary stages of work as and when required .A random testing procedure will be followed as per standard practice to maintain the quality of materials and the item of work executed.
3.6 Material Specification
Bricks Chips of superior quality properly screened will be used in Reinforced Cement Concrete work as per instruction of Structural Design. Tests of concrete cylinders shall be done in a random manner.
1st class Solid bricks /hollow blocks of superior quality will be used in interior and exterior walls. Random testing procedure will be maintained against procurement of material. Tests shall be done from BUET Laboratory.
Both medium and coarse sand of superior quality will be used after proper screening and washing. Random testing procedure will be maintained against procurement of material.Test shall be done from BUET Laboratory.
Grade -60/Grade-40 high strength deformed bars of reputed local manufacturers will be used in all RCC works as per instruction of structural design. Random testing procedure will be maintained against procurement of Material Tests shall be done from BUET Laboratory.
White Marble Chips will be used in situ mosaic work after proper screening , and sorting .
White Cement (100%) will be used in situ mosaic work.
Seasoned and quality timbers of teak/teak chamble/ Chapalish/ Gamari /Silkarai will be used as specifically described afterwards. Both frame and shutter of seasoned teak or superior quality imported designed door shall be provided with Main entry door
R.A.K/CBC/Fu-Wang tiles of Bangladesh origin or of equivalent quality will be used in Kitchen and Toilets as specifically described afterwards.
Aluminum profile/sections of Bangladesh-Tahi Aluminum (BTA) or Fu-Wang of Bangladesh origin.
3.7 Design Consideration and Building Specification
Elegant office buildings with its advanced technology are striking glass and Aluminum composite panel exterior will be built on the proposed land. The centre will provides exceptional serviced office accommodate with all modern facilities like lifts, central Air conditioning, impressive atrium and restaurant where clients can relax and eat lunch.
The sub-soil investigation and soil Composition shall be analyzed by well known professional experts with proper care and attention.
All structural design parameters will be based on the Codes and standards of Bangladesh. National building Code-2008, American Concrete Institute (ACI), American Society for Testing and Materials (ASTM), and American Welding Society (AWS), Soft wares and Computer program like STAAD/pro-2008 for 3 Dimensional Frame Analysis and Design, PCA, Col , MicroFeap-p1, Adoss, ACECOMS-GEAR and BA TS-2000 will be utilized for analysis and design of structure . Special provision for /seismic design shall be incorporated considering the fault zones in and around Bangladesh such as Assam, Tripura, Bogra etc. Moreover, special software “Windy” shall be used for wind analysis and “Seisi” for seismic analysis as per BNBC and ACI.
Appropriate design of foundation of the building shall be carried out by our structural Engineer(s).Water proofing materials shall be used in proper proportion for better protection of structure/concrete from dampness.
The building will be of Reinforced Cement Concrete (RCC) framed structure of Special Moment Resisting frame system. All parts of the structure will be interconnected by ties and beams with shear core wall.
Exterior and interior walls will be of Solid Bricks or of hollow blocks with 1” thick cement while the internal partition walls will be 5” thick.
Floors of all rooms, Kitchen and bathrooms (except the servant bathroom) will be of RAK/CBC/Fu-Wang tiles of Bangladesh origin. Servant bath floor shall. Be finished with silver grey situ mosaic.
All walls and floor shall be finished with tiles of RAK/CBC/Fu-Wang, Bangladesh origin in all toilets. Basin with porcelain accessories of Bangladeshi origin as per company standard will be installed.WC or oriental pan with low-down and basin of BISF standard in all toilets. Stop cocks; bib cocks, pillar cocks are of best quality local in origin.
An average of minimum 4” thick lime terracing or equivalent standard work will be done on roof using good quality of materials for better thermal insulation. Proper slope shall be maintained to protect the roof from dampness.RCC parapet wall of proper height shall be provided and the design of the parapet shall be we;; sequenced with the exterior view of the total building .Termite and Pest Control will be done on the grounds by the professional experts.
Internal doors: Strong and durable veneer flush door shutters with frames of Chapalish or Silkarai wood in the doors of internal rooms and kitchen.
Bathroom doors: Plastic door complete with frame shall be provided with bathrooms.
Accessories: Heavy duty door lock of foreign origin, door. Chain, Check viewer, brass Locker and brass platted office number in the main entry door .Superior quality mortise lock of foreign origin in all other internal doors.
Horizontally sliding type window of 3” wide Aluminum profile /section of BTA or Fu-Wang with 5mm thick tinted glass.
Finishes on wall/ceiling:
All exterior walls will be finished with Master Coat of Elite or plastic emulsion of Berger. Interior walls and ceilings of the apartment shall be painted with plastic emulsion and distemper paints respectively of Berger or Elite brand. Enamel paint of Berger Brand shall be applied on M.S. railings and grilles.
3.8 Plumbing and Electrical Feature
All pipes shall be concealed in ducts. Water supply lines with superior quality GI pipes and fittings of Bangladesh origin or available equivalent quality .Rain water and waste lines with PVC pipes conforming BS-3505 .Sewerage lines to PVC or C.I. pipes and fittings.
At least three light-fan points in each office space will be available from generator source during non-availability of DESA power supply .PVC conduits and fittings of superior quality of Bangladesh origin. Concealed electrical wires of BRB cables of Bangladeshi origin or of equivalent quality. Individual meter of superior quality of Bangladesh origin with required load. Adequate number of electrical outlets for lighting. Sufficient power points for using domestic equipment and Air Coolers. Switches and sockets, Circuit breakers of foreign origin. Concealed lines for Telephones and Satellite TV. Intercom connection in each office from reception in the ground floor. Flushed fan hooks in ceiling.
Boundary wall and gate
Boundary walls will be constructed as per requirement of the office complex. The work will be executed as per drawing, specification and direction of the Architect and the structural Engineer. The boundary walls with entry/exit gate must have the proper sequence with the elevation of the total building. Entry/exit gate will be made with M.S. section as per drawing and specifications.
Elegantly designed reception with specious lobby and lounge.
One number Standby Generator of U.K. original will be provided. The generator shall have sufficient capacity for operating the lifts, water pumps, lighting the common areas, stairs and at least three light-fan points in each office space in case of power failure. Auto Mains Failure (AMF) control panel in Generator for instantaneous switch over to generate power in case of power failure will be provided with the generator.
Underground water reservoir and roof top water tank will be constructed to hold sufficient quantity of water.
Reserved ,covered car parks for residents in secured premises with comfortable Drive-ways on the double basement floors.
Care taker’s room/drivers/guard’s room:
Bed rooms of Caretaker and Guards with toilet and kitchen facilities shall be provided on the ground floor. Drivers’ rest room shall also be provided on the ground floor.
10 number passenger lifts of FUZI, LG, OTIS or HYUNDI brand of Korea origin or of equivalent quality to serve residents at every floor .Lift shall have adequate lighting, well finished doors, and emergency alarm and intercom connections.
Hand Rail made of solid wood or of M.S pipe and specially designed M.S. railing shall be provided.
Fire escape :
Appropriate No of fire escape or emergency routes will be provided with fire fighting Equipments at appropriate location.
Two numbers of water pumps, one in operation while the other in standby for emergency, will be installed in a suitable place in the ground floor for lifting water from the underground reservoir to the roof top tank.
Elaborate intercom system to connect each apartment from reception lobby and Guard Shed .A combined mail box shall be provided for the occupants of the building.
Connections to utilities:
Single Phase main power supply from DESA source. Separate meter for each office Space. Water supply connection from WASA, sufficient’ as per total calculated consumption. Sewerage system will be planned for long term requirement with connections to WASA main. Gas pipe line connection from Titas Gas T&D co. Ltd.Adequate safety measures will be incorporated.
3.9 The price
Of all the aspects of the marketing mix, price is the one, which creates sales revenue – all the others are costs. The price of an item is clearly an important determinant of the value of sales made. In theory, price is really determined by the discovery of what customers perceive is the value of the item on sale. Researching consumers’ opinions about pricing is important as it indicates how they value what they are looking for as well as what they want to pay. An organisation’s pricing policy will vary according to time and circumstances. Crudely speaking, the value of water in the Lake District will be considerably different from the value of water in the desert.
Pricing policy is the important policy of any company. It is also secret policy of any company. Mission Developers make there apartment price less then 25% profit. But sometime it is up and downs. It depends of some aspect.
The following conditions are:
- Price depends on the place.
- Price depends on the time.
- Price depends on the Marketing policy.
- Price depends on the Material Market Price.
3.10 Selling Process of Mission Developers Ltd:
- Application for allotment of plots and apartment is being received in the prescribed form to be accompanied by reservation money.
- Allotment will be made on ‘first come first serve’ basis. The Allotment Letter is issued by Mission developers Ltd. Confirming the allotment of specific plot/Apartment to the applicant.
- Bangladeshi residing abroad may choose to make payments in equivalent frill currency by TT remittance or by sending “Bank Draft” in flavor of Mission developers Ltd. Conversion of Foreign currency is made as it exchange rate in the Bank on the day of receipt.
- All payments including Reservation money, installments, cost of additional works etc. are received in the form either Pay Order or Bank draft or Cheque or in Cash in favor of Mission Developers Housing Ltd.
- The “Deed of Agreement” is executed between the allotted and Mission Developers Housing Ltd. In respect of specifications, amenities facilities etc.as per agreed terms as well as transfer, registration etc.
- Each payment is accorded by Money Receipt.
Measurement of apartment price:
Mission Haque Garden at Bashundhara
Project Brief :
Location : Plot # 81, Block # B, Bashundhara R/A, Dhaka
Project Area : 5 Katha
Total Apartment : 08
Car Parking: 8
Apartment Size: 2185 sft
Other Facilities: Lift, Generator, Intercom etc.
Handover date: 2012
Measurement of apartment price:
Apartment Size: 2185*6500 =14202500
Parking: = 300,000
Utilities: = 250,000
Total Price = 147, 52,500
Down payment 25% =(3688125 )
Per-month payment (22) = 5, 02,926 taka (march-2010 to December 2012)
FEATURES, TERMS & CONDITIONS OF THIS APARTMENT
3.11 FEATURES & AMENITIES
* Guard post for security.
* Two quality Lifts with 6 persons capacity (China/Malaysian origin).
* Adequate lighting, fast & reliable service.
* Emergency power connection with standby generator (European origin or equivalent or mission standard).
Lifts Lobbies & Staircases
* Spacious lift lobby in each label with tiled floor (RAK/Equivalent homogeneous Tiles or mission standard)
* Stair tiles in all staircases, Box pipe stair railing with wooden hand rail.
Door & Window
* Main door of imported & decorative shutter with Teak chamble chowkhat.
* Other doors except Toilet will be Flush door shutter (PARTEX/HATIL/equivalent) with teak chamble or garjan chowkhat.
* Aluminum window with 5 mm Clear glass (No Mosquito net).
* Floor tiles on floor areas which is available in Bangladesh (RAK Homogeneous or mission standard 12″x12″ or equivalent).
* RCC kitchen working counter with RAK tiled top (12″x12″ Homogenous tiles, mission standard).
* Single bowl Stainless steel sink (mission standard).
* Provision for double burner gas line.
* 6″/8″ Exhaust fan.
* RAK/Equivalent 8″x12″ wall tiles on the Working counter up to 7′-0″ level with matching color.
* Tiles (RAK or equivalent, Size-12”x12” Homogenous) for floor and wall with matching color.
* Quality C.P. fittings which is available in Bangladesh (China or mission standard)
* Quality bathroom Plastic door with plastic chowkhat.
* BISF/RAK or equivalent sanitary wares (White color).
* Hot water provision in master bed bath and kitchen (mission standard).
* Concealed Gas, Water, Electric, TV & Intercom/Phone line.
* Intercom, Land phone line and dish antenna line will be provided in the living room and master bed room.
* Imported Electrical Switches, Plug points and others fittings (mission standard).
* Distribution box with imported MCB & MCCB (mission standard).
* If required Sub station to be provided.
Painting & Polishing
* Weather coat with snowcem paint on outside walls.
* Smooth finished and soft colored plastic paint on all internal walls & distemper all ceiling.
* French polished door frames & shutters and verandah railing by best 4.5mm flat bar/Hollow box pipe. (3/4″ x 3/4″ square Bar).
* Central water line system to be provided.
* Under ground water tank & overhead water tank for drinking water from WASA supply with water lifting pumps shall be provided.
* Capacity to cover lift, pumps/ common lights in parking space and landing of stair cases.
* Emergency connection will be provided in each flat.
* PABX/Intercom exchange of foreign to be provided for each flat.
TERMS & CONDITIONS
Allotment shall be made on first come first serve basis on receipt of the booking money as per application for Apartment and parking space.
Buyers willing to make one time payment will be given preference and 8% discount may be allowed to them except on the booking money, utility fees and cost of parking space.
Until the full payments of the installments, the buyers shall not have the right to transfer the allotment to a third party without the concern of the company.
That, the time so fixed for payment of the price of the Apartment along with undivided & undemarcated land shall be the essence of the contact. If the Second Party fails to pay the installment without any reasonable causes as per schedule on due date, additional 2% per 30 days shall be charged on unpaid amount become due. Failure of payment of installment in exceed 60 days the First Party (developer) shall have the right to cancel the allotment. In such event, the amount paid by purchaser will be refunded after deduction of incidental charged of paid amount @ 5% after selling the Apartment to a new buyer
The company reserves the right to accept or reject application for allotment of an apartment. The company may make minor change in the design and speciation of the project should those become necessary.
The buyer shall bear all costs relating to Cost of stamp, Transfer fees, Registration fees, VAT/Tax, Gain Tax and related legal fees etc. The company will make necessary arrangement for all such formalities.
Utility connection fees, Flat Owner Co-operative Society (FOCS) one time deposit, materials cost (if additional) and other incidental charges and cost relating to gas, water, sewerage, power connection etc. are not including in the price of apartment . The buyer shall make those payment to the authorities connected. The expenditure on these accounts may be initially done by the company; owner of the apartment shall reimburse the amount before taking over possession of the apartment.
Cancellation of booking
In case of any cancellation of booking of an apartment by a client, in such event, the amount paid by the purchaser will be refunded after deduction of incidental charged of paid amount @ 5% after selling the Apartment to a new buyer.
Handing over of possession
The possession of the apartment and parking space will be handed over on receipt of all payments and on completion of all works as per time schedule of the company.
Flat Owner Co-operative Society
The buyer must become a member of the Flat Owner Co-operative Society which will be formed by the buyer of the apartment for the management of the common services. Each buyer of an apartment shall get one share and shall deposit Tk.10,000/- (Ten thousand) only as one time deposit for the society. The monthly utility service expenses will be borne by the owner/buyers as per requirement, which will be decided by the company until formation of the Owners Co-operative Society.
Mission Developers Housing Ltd Apartments Project Summary
Total Number of projects 43
Number of Completed Projects 28
Total Units Available 668
Total Sold 42
Price Range 28-126 Lacs
SizeRange 590-2230 Sft
Geographical Coverage :
A. Dhaka :1. Uttara 2.Bashundhara 3.Shamoly 4. Gandaria 5.Kakrail 6.Mirpur
7. Mohammadpur 8.Lalmatia 9. Dhanmondi 10. Banani,
B. Cox’s Bazar
CustomerRange Middle class to upper class.
3.12 The place
Although figures vary widely from product to product, roughly a fifth of the cost of a product goes on getting it to the customer. ‘Place’ is concerned with various methods of transporting and storing goods, and then making them available for the customer. Getting the right product to the right place at the right time involves the distribution system. The choice of distribution method will depend on a variety of circumstances. It will be more convenient for some manufacturers to sell to wholesalers who then sell to retailers, while others will prefer to sell directly to retailers or customers.
Mission Group select there project place to maintain some terms & condition:
The terms & condition are :
- Minimum 20 feet rood.
- Near the School college & Hospital.
- Near the Market.
- Transport facilities.
- Minimum 5 katha land.
- Pure land.
- Demandable area.
Place Policies of Mission Developers Ltd.
Mission offer the customers invested money always safe& secured.
Despite intense competition, Mission can rely on numerous strengths.
- The location of the site is within the Flood Free Zone.
- Several entrance roads to enter the project.
- Within the Municipal area.
- All types of medical, educational facility are available in the site.
- The location of the site is lucrative.
- well-planned road and sub road inside and outside the site
- Mission provides the payment on installment basis and other sort of payment flexibilities
Mission has some weakness also,
- Lack of promotional program in the corresponding stage and areas.
- Gap in the Customer and pricing Policy.
- Lack of efficiency in the management but trying to overcome.
Some Important Project of Mission Group
|Project Name||Location||Flat Size (sft)||Handover|
|Uttara Area||On Going Project|
|1||Mission Atia||House # 29, Road # 4,|
Sector #10, Uttara- Dhaka
|2||Mission Abia||House # 32, Road # 5/A,|
Sector #11, Uttara- Dhaka
|3||Mission Noor||House # 4, Road # 9,|
Sector #10, Uttara- Dhaka
|4||Mission Niravana||House # 67, Road # 11,|
Sector #10, Uttara- Dhaka
|5||MissionZahirGarden||House # 31, Road # 19,|
Sector #11, Uttara- Dhaka
|6||Mission Blue orchid||House # 40, Road # 01,|
Sector #12, Uttara- Dhaka
|7||Mission Waheeda||House # 30, Road # 5,|
Sector #10, Uttara- Dhaka
|8||Mission Environs||House # 29, Road # 4,|
Sector #10, Uttara- Dhaka
|1||Mission Heaven||House # 78, Block # C, Bashundhara R/A, Dhaka||1364||Dec-10|
|2||Mission Tabassum||House # 473, Block # F, Bashundhara R/A, Dhaka||1422||Mar-12|
|3||Mission Raisa||House # 485, Block # F, Bashundhara R/A, Dhaka||1435||Dec-12|
|4||MissionHaqueGarden||House # 81, Block # B, Bashundhara R/A, Dhaka||2185||Dec-12|
|5||MissionGrandCastle||10/1, North Baridhara, Dhaka||1405||Dec-12|
MIRPUR DOHS AREA
|1||Mission Inf-Med||House # 620 & 622, Mirpur||1120. 2270||Sep-11|
|2||Mission Tiger Villa||House # 149, Road # 6, Mirpur||2170||Sep-11|
|3||Mission Rukair Dream||House # 147, Road # 5, Mirpur||1224, 2240||Dec-11|
LALMATIA ,MOHAMMADPUR, & DHANMONDI AREA
|1||Mission Noor jahan||House # 2/11, Block # F, Lalmatia||1520||Dec-11|
|2||Mission Rose Villa||House # 62, Road # 1, Mohammadia housing Society||1180||Dec-11|
|3||Mission Heritage||House # 10, Road # 27, Dhandmondi||1890||Dec-12|
|1||Mission Salaha Lodge||103 Kakrail, Dhaka||1120,1165, 1170||Dec-11|
|2||Mission Madanee||28/1, Mir Hazir Bag, Gandaria||1118,1273, 1217||Dec-11|
House # 6, Road # 9,
Sector # 10, Uttara
Plot # 711, Adabor, Shamoli
House # 44, Road # 2,
Sector # 13, Uttara
Road # 8/A, Sector # 10, Uttara
Rana Vola Road,
Sector # 10, Uttara
House # 53, Road # 14,
Sector # 3, Uttara
1/7, S.S Khaled Road, Mahbub Hill, Chittagong
Plot # 408, CDA Avenue, Baddarhat, Chittagong
K/3, Chanmari Road, Lalkhan Bazar, Chittagong
Plot # B/60, Hill View R/A, Panchlish, Chittagong
Plot # 279, Road # 7 CDA R/A, Agrabad, Chittagong
Mission Dream Place
Plot # 23/C/ 23D, Road #3 Katalgong R/A, Chittagong
|Mission Daffodil||Plot # 1803/2115, Jakir Hossain Bye Lane, East Nasirabad,||1130, 1093|
|8||Mission Shopno Kuthir||Plot # 42 DOHS, Baizid Bostami- Chittagong||1230||Dec-12|
COX’S BAZAR PROJECT
|1||Mission Hill-Bay||Plot # 61, Bloc # B,|
|2||Mission Bay-Touch||Plot # 63, Bloc # B,|
|3||Mission Opella||Plot # 70, Bloc # A,|
|1||Mission Bashati||20 Gobindopur, TomsomBridge, Cumilla||925, 905, 831,828||Jan-12|
|2||MissionMojumderTower||Kandir par, Cumilla||985, 1100||June-12|
|3||Mission Kheya||Modina Road, Thakur Para, Kandir par- Cumilla||985||June-12|
3.13 The promotion
Many promotional schemes are taken by the company which includes leaflet about the management of this group and how to make this group profitable concern. This leaflet/ brochure is very helpful to popular. Mission also arrange many seminars and workshops in different places to grow awareness and to deliver information about modern scientific farming system which are in turn grow customer relation and betterment of sales volume. Mission also gives pads, pens and calendars etc for promotional purposes. There is another promotional incentive scheme which only for the big customers and distributors.
Promotion is the business of communicating with customers. It will provide information that will assist them in making a decision to purchase a product or service. The razzmatazz, pace and creativity of some promotional activities are almost alien to normal business activities
The cost associated with promotion or advertising goods and services often represents a sizeable proportion of the overall cost of producing an item. However, successful promotion increases sales so that advertising and other costs are spread over a larger output. Though increased promotional activity is often a sign of a response to a problem such as competitive activity, it enables an organization to develop and build up a succession of messages and can be extremely cost-effective.
In the context of the marketing mix, promotion represents the various aspects of marketing communication, that is, the communication of information about the product with the goal of generating a positive customer response. Marketing communication decisions include:
- Promotional strategy
3. Daily Newspaper
4. Weekly & Monthly paper
- Personal selling & sales force
- Sales promotions
- Public relations & publicity
- Marketing communications budget
Mainly Mission Developers Selling there product by link. Director of Mission Group get 0.5% of selling commission. All director maintain good relation with public.
Housing is a prime need ranked equally with food and clothing. This very basic provides people with the measure of safety and security. Housing Industry contribute 16% in GDP. It is the important things of our economy. Housing Industry create more and more job. With emergence of Dhaka as the capital of independent Bangladesh, there occurred a rapid rise its population within a very short time, as Dhaka became the heart of increasing activities of various types. The annual population growth rate in Dhaka is 7% which is about 30% of the country’s total urban population. This rapid increase in population quickly resulted in scarcity of open spaces in the important residential areas of Dhaka. This problem has further assumed serious magnitude by hazards of purchasing land and constructing buildings etc. For these reasons, people are switching to the Housing companies to get well constructed ready-made land and apartments. The informal Housing immediately turned into a formal industry.
Following Operational Definitions are used in this study
One or more rooms including a kitchen and bathroom .Especially, one such set in a building.
Group of firms who are building apartments and selling them commercially.
the buyers of apartment.
Number of builders in apartment market who is attempting to increase their profits at the expense of their rivals
The total amount of sales made by a builder over a year.
Industry Size (In terms of competitors):
Total number of builders working in the apartment industry.
Industry size (in terms of volume):
Total amount of outlays in the apartment industry.
Industry growth (in terms of competitors):
Industry Growth Yearly rate of increase in the total number of builders operating in the apartment industry.
Industry Growth (In terms of Volume):
Yearly rate, of increase in the total amount of outlays in the apartment industry.
The attributes of the apartment that provide satisfaction to the customers.
The number of apartment demanded, by the customer in a given period.
Market Share (MS):
The fraction of the apartment industries output accounted for by an individual builder or group of builder.
Target Customers: Individuals who are willing and able to purchase apartments form the builders.
Builder/Developer: A firm that constructs and sells apartments on a commercial basis.
Zone: Specific geographic area in DhakaMetropolitanCity,
Chittagong, Cox’s Bazar, Camilla, etc.
Organization: Here organization refers to the companies’ institutions corporate bodies.
Why People Choose The Mission Developers Ltd?
People choose the Mission Developers Apartment. Because Mission Committed to ensure:
- Comport ability
- Sufficient flow of air and light
- Interiors designed with special emphasis on privacy
- Effective earth-quack control system
- Durable structural design
- All modern amenities.
Limitations of the Marketing Mix Framework
The marketing mix framework was particularly useful in the early days of the marketing concept when physical products represented a larger portion of the economy. Today, with marketing more integrated into organizations and with a wider variety of products and markets, some authors have attempted to extend its usefulness by proposing a fifth P, such as packaging, people, process, etc. Today however, the marketing mix most commonly remains based on the 4 P’s. Despite its limitations and perhaps because of its simplicity, the use of this framework remains strong and many marketing textbooks have been organized around it.
To find out some problems which are given bleow:
- Apartment are not available in the respective area.
- Training program facilities are not sufficient.
- Have been some problems regarding the Apartment i.e. size, price and quality.
- Government takes some decision quickly that’s creating Apartment price, and handover dates are hampers.
- Price of the Apartment are high sometime that is out of customer’s buying power.
- Due to some technical and unrest political situation can not deliver Apartment on time.
- Mission can not take any necessary strategies action to protect from the attracts of market challengers.
- Qualities and quantities of the products could not be updated of time being.
On the basis of findings of the study, I would like to recommend the followings:
- Apartment should make available in the popular residential area.
- Mission must get the ISO-9002 certification to boost up its brand image.
- Mission can arrange sonic training program to improve the efficiency of the unskilled workers & supervisors and also ensure proper utilize.
- During more promotional activities can be taken to improve brand image.
- Should maintain an effective policy to create new customer mainly foreign buyers.
- Complain of the customers should be decreased on zero level.
- To make the sales promotion plan effective Mission should consider the return in the same ratio and also different products should have different strategy.
- The promotional budget should also consider the seasonal factor.
- Continuous training programme should be taken.
- Promotional activities through defferent media should be used.
- Employee job satisfaction should be increase through positive behavior, service and better remuneration.
- Manpower should be increase upto required level.
- Research & Development should be more active and effective.
Considering these matters in view this study broadly aims at analyzing the Housing Industry of Dhaka city in terms of competitors to, provide inputs for an exhaustive Marketing plan of Mission Group Housing Ltd. Housing marketing is a relatively new field in business arena. There are many dimensions of studying this industry. Considering my project in view, I was more concerned about the customer and their behavior .Especially; I have confined myself in the conceptual framework on, industry analysis. A team of skilled managerial and technical personnel of the company will be engaged for continuous supervision of the work, The Architect and the Structural Engineer of the Consulting Firm of the Developer will supervise the necessary stages of work as and when required. A random testing procedure will be followed as per standard practice to maintain the quality of materials and the item of work executed.