DIVINE Final Report.docx

An Internship Report on Marketing Plan of Divine Holdings Ltd.

An Internship Report on Marketing Plan of Divine Holdings Ltd.

Part 01

Chapter 01Introductory Part

1.1Introduction1.2Origin of the Report1.3 Objective 1.4 Report Preview1.5Purpose of the Report1.6 Scope of the Study1.7Methodology of the Report1.8Significance of the study1.9Time schedule of the study1.10Limitation

1.1 Introduction:Man cannot live alone. Thats why they are living in a society. To live in the society with happiness they need lots of demand. From which shelter or house is one of them. All of the activities in a developing country Civil and Mechanical Engineering works probably occupy the most important position. For development of infra-structural facilities, for construction of mills and factories, multi-storied buildings, to provide ample accommodation to the growing population, to develop sewerage and drainage systems to construct power station, to construct barrages, bridges and dams, to resist erosion of towns, to protect villages and cultivable land from being devoured by streams and rivers, the civil and mechanical construction is indispensably required. In case of Bangladesh this requirement is all the more conspicuous.Divine holding Limited is one of the largest holdings company in Bangladesh. Divine holdings aims at taking all the responsibilities of the projects at an all levels and times ensuring one stop services of 100% reliability for all with options for socially connection people. To establish a new concept and dimension in all sectors and management which would be totally different from any conventional sector in Bangladesh introducing idea form a sustain manner and other first world countries. Our initiative includes the venture like the life of Sydney city, Hotels and Resorts, Hospitals & Medical Colleges, Banking & Finance, Trade & commerce etc., following international standard corporate social responsibly. In the last Six years. Divine has been able to establish itself as the synonym of quality and reliance. Divine uses the highest quality building materials and finishing products to ensure durability and customer satisfaction. The company has won the confidence and goodwill of its clients. Divine Holdings is to create an environment for excellent products consist of luxury and security also. We are extremely conscious of our standard and quality and would like to develop pollution free modern products for mass people. We also have future vision to reduce the residential and commercial accommodation pressure through out of Dhaka City. We believe to serve and develop in all products sector in Bangladesh and abroad. A divine holding is also an active member of Real Estate & Housing Association of Bangladesh (REHAB). The company is operating through a well-defined management structure headed by Chairman under whom there are directors, executive directors, and general managers for various departments and according to hierarchy, various senior and mid-level management staffs. The Directors are responsible for the Companys system of internal financial control.

1.2 Origin of the report:I prepared this report as a part of fulfillment of my practicum. This is an integral part of BBA program under the Dept. of Marketing in the Faculty of Business Administration at International University of Business Agriculture and Technology. The main objective to do internship is gathering practical knowledge before beginning the job career. As an intern, I worked in Divine holdings Ltd. for 3 months. And during my internship period I got the opportunity to perform different task related with marketing and these broaden my own perception about the operation of the company. I was assigned to the Divine Group. Head office in Annanya Commercial Complex, Baridhara DOHS, Baridhara, and 1206 Dhaka, Bangladesh. I started my internship Divine holdings Ltd from January 13, 2015 to April 10, 2015. I am working there under Deputy Chief marketing officer Mr. S.M. Shahadat Hossain Bahar (Chief Marketing Officer, Divine Holdings Ltd.).During this period I used my observation capability and gained lots of practical experiences about marketing and sales activities. The report is based upon Marketing plan of Divine Holdings Ltd.. Therefore, the report will definitely increase the knowledge of other students to know the Holdings Company of Bangladesh.

1.3 Objectives :The general objective of preparing this report is to fulfill the requirement of Internship Program as well as completion the BBA Program through gaining the practical job experience regarding to marketing plan for DHL. The report focuses on two parts which is given below: 1.3.1. Broad objective: The broad objective of this report is to prepare Marketing Plan of Divine Holdings Ltd. 1.3.2. Specific objectives: I have some specific objectives in this report which is given below: Overall review of the company. To analize the existing marketing plan of Divine Holdings Ltd. To analyze the Marketing activities. To analyze the marketing mix of DHL. To determine the marketing strategies of DHL. To exhibition the target market. To differentiate the promotional activities of DHL. To mention the market position of DHL. Consider different marketing factor for preparing a new marketing plan for DHL. To identify the limitations of marketing department and suggest necessary recommendations.

1.4 Report PreviewThis report mainly contains the corporate profile and few other parts. The corporate part gives the idea about Divine Holdings Ltd. historical background, mission & vision, current situation, organizational structure & different departments of the Company. The next part of the report gives the idea of the marketing strategy. In another part discusses about my experience in the company. At the last part of this report I tried to find out some problems of marketing strategy, marketing Plan of DHL and to give some recommendations to overcome those problems.

1.5 Purpose of the study:The purpose of the study is to analyze the entire marketing plan of Divine Holdings Ltd. This study attempted to understand the Marketing conditions of DHL. The purpose is also to make recommendations for improving the marketing plan and soundness of different services provided to the clients of DHL. The main purpose of writing this report is to let people know the functions and of performance divine holdings Limited. 1.6 Scope of the Study:I assigned myself to do Internship program in Divine Holdings Ltd. this internship program has been designed by the S.M. Shahadat Hossain Bahar (CMO) marketing department of the company. Scope of this report is limited to DHL marketing strategy. The boundary of this report is to elaborate the organizational structure, marketing strategy, product planning, pricing strategy, promotional strategy, market segmentation, marketing mix major competitors. Under the wide area of this report is focusing only on the marketing plan that covers all marketing plan and procedures etc. So, my whole findings will be on services they provide and the marketing strategy of their business.

1.7 Methodology of the ReportMethodologyThe study requires a random sampling procedure from selection of the topic to final report preparation. Studied different circulars and files of the organization. Collect both secondary and primary data.

1.7.1 Primary Sources

Conducting the primary research through door to door survey, mailed questionnaire, personal interview and group discussion. Several interviews with my supervisor, S.M. Shahadat Hossain Bahar (CMO,DHL) Survey for Real Estate Company.

1.7.2 Secondary data sources Journal of Divine Holdings Ltd. Internet (Google, Wikipedia and others companys website ) Website (www.divinegroupbd.com)Business Research Book: Market Research Made Easy (Self-Counsel Business)by Don Doman How to Conduct Surveys: A Step-by-Step Guideby Arlene Fink

1.8 Significance of the study:This study is important because from this analysis readers can be known very well about all marketing and other activities of DHL. All these information, which are included in this report, will help the management to identify various scopes and limitations of the company. This study deals with the department of Marketing of DHL. I also focused on the past and present performances of the company.1.9 Time schedule of the study Figure01: Gantt chart of time schedule

For this kind of report paper its need more time. But Ive got a very short time for this. Actually beside of working in office by 5 days in fulltime, it is so tough to know about the proper marketing. But within this time I have tried to make the report with sufficient information.

1.10 LimitationTo prepare this report I face some limitation to make the best output. Because in the first month, I did not get the accurate information in such way and when I also met with the director and manager and executive, they said, it is not allowed to publish their internal information.

When I went to collect information for our survey, that time I also faced some problem. Some of them were not interested to give information willingly. When I made interview with my director and manager and also executive then they did not provide their accurate internal information.

So, that was difficult to prepare report perfectly. On the other hand I didnt get enough time to prepare this report and analyzing this report. I carried out such a study for the first time, so inexperience is one of the main constrains of the study.

Part 02

Chapter 02Corporate Profile

2.1Organizational History2.2Mission:2.3Vision2.4Aim & Objectives2.5Company at a Glance2.6 Types of Activities2.7 Current Situation2.8Corporate governance2.9Top Management

2.1 Organizational History:Divine Group is the biggest contingent serve group in Bangladesh. It has launched its journey on July 21, 2009 with the motto For the well-being of the country and the nation to create necessary opportunity for all to have their dream with modern facilities at a reasonable price. After a while, Divine Group of companies found another organization named Divine Holdings Ltd. in Bangladesh to serve the business with their products through in Bangladesh and all over the world. The founders of Divine Holdings Ltd. came directly from the mother Organization Divine Group of companies. So it has all the skills, ability and trainings to run a branch with the dynamic and versatile Suite hotel, Hotel, Land and ready flat marketing possibilities. It serves for the people and the nation. DHL already invested in several sectors in Bangladesh for serving. DHL aim at taking all the responsibilities of the projects at an all levels and times ensuring one stop services of 100% reliability for all with options for socially connection people.DHL pledge to establish lifelong relationship with their customers by excelling their expectations and gaining theirtrust with responsiveness, flexibility and open communication by every member of Divines team. To establish a new concept and dimension in all sectors and management which would be totally different from any conventional sector in Bangladesh introducing idea form a sustain manner and other first world countries. Our initiative includes the venture like the life of Sydney city, Hotels and Resorts, Hospitals & Medical Colleges, Banking & Finance, Trade & commerce etc. We have a plan and strategy not to follow the existing conventional business marketing in Bangladesh, our plan is to proceed and develop the service first by the company out of its own resources and then we will go for marketing locally as well as internationally, so that the customers can use and utilize the development. Real estate service is the main service of DHL. Beyond this, several lifestyle products are introduced by Divine Group.DHL is to create an environment for excellent products consist of luxury and security also. We are extremely conscious of our standard and quality and would like to develop pollution free modern products for mass people not only the real estate services; Divine Holdings Ltd is serving with some other products to change people's lifestyle. You are most welcome in our journey.2.2 Mission:Divine Holdings Ltd. is committed to provide value added services to their valued customers by creating a successful partnership with them throughout the process. We are pledged to establish lifelong relationship with our customers by excelling their expectations and gaining their trust with responsiveness, flexibility and open communication by every member of our team. Our goal is to be the pioneer in the realm of real estate industry with sincerity, relentless pursuit of standard quality and uncompromised commitments. 2.3 Vision:Divine Holdings Ltd. wants to be Giant Holdings Company in the world by providing easy, effective, and efficient services to achieve excellence& differences of modern living style.2.4 Aim & Objectives: To develop, execute, carry out, and manage the construction works. Honesty, integrity, hard work and balance. Creating a healthier community. To maintain a healthy growth of business with desired image. To ensure optimum utilization of all available resources To ensure best rate of return for the company. Clear knowledge ofplanning, organization, leading & controlling aspects of DHL.

2.5 Divine Group at a Glance :

Establish yearJuly 21, 2009

FounderMohammad Nazrul Islam

TypeGlobal company

Corporate office (Bangladesh)DHL Ltd.Annanya Commercial Complex, Baridhara DOHS, Baridhara, 1206 Dhaka, Bangladesh

Corporate officeLONDON (UK) & UAE

BOW BUSINESS CENTER, SUITE# 208 (2ND FLOOR),153-159 BOW ROAD, LONDON E3 2SE, UK CELL: +447574399527

United Arab Emirates ( DUBAI ) OFFICEDIERA, DUBAI U.A.EContactCELL:+971557196683,

KeypeopleLn. SM Habibur RahmanManaging Director

Md. Hedayet Ullah (Mawla)Director Purchase & Logistic

A.N.M Kefayet Ullah (Naeem)DirectorAccounts & AdminAbdullah Al Mashud

DirectorSales & MarketingS.M. Shahadat Hossain BaharChief Marketing Office

Products/ServiceHotel, Land, Ready Flat, Suite.

Employees180

Countries are CoveredUSA, Australia, Italy, KSA, Qatar, Bahrain, France, Singapore, UK, UAE, Oman, Kuwait.

REHAB Membership No.

932/2010

Websitehttp://www.divinegroupbd.com/

All sister concerns of the Group:

Divine Holdings ltd. Divine Builders ltd. Divine Trade International Ltd. Divine Group General Trading LLC Divine M C Society ltd. Divine Hotels & Resorts ltd.

2.6 DHL Activities:

DHL operated their business globally. DHL has the great opportunities turn into as a multinational Company within 2020.2.6.1 Business around the globe:

Fig: 2 Business Globally

The countries are:

FranceSingaporeUK,UAE OmanKuwaitUSA AustraliaItalyKSAQatarBahrain

2.7 Current Situation

2.7.1 Current Performance

Divine Holdings Limited is one of the top leading holdings company in Bangladesh which was started its journey since 2009, still the company performance is at very satisfactory level. At present the company is working with different prominent companys project Divine Sea Point, Divine Uttara City, Divine Sydney City, Divine Hatir Jheel City, Divine Sea City, Divine Suit Hotel, Divine Burj Al Cox etc. From these projects Divine Holdings Limited are generating large amount of profit. The ongoing projects, their contract value, completed portion are showing on the below table:Project NameLocation of Project Completion

Divine Sea PointCoxs Bazar55%

Divine Uttara CityUttara,Dhaka10%

Divine Sydney CityPurbachal,Dhaka15%

Divine Hatir Jheel CityBonosri,Dhaka15%

Divine Sea CityCoxs Bazar35%

Divine Suit HotelCoxs Bazar60%

Divine Burj Al CoxReady apartment Coxs Bazar

Dhaka & Chittagong City area10%100%

Fig: 03: Projects of DHL.

2.7.2 Corporate Social Responsibility:They believe that the real business quality cannot be achieved unless considering responsibilities for its social, ethical and environmental impacts for their customers, employees and the world were all living in.

Caring for EnvironmentUsing advanced technologies in all our production processes theyre aiming to take care ofEnvironmental concerns effectively.Medicare FacilitiesMedicare facilities like arrangement of a make shift hospital for the pregnant women, children and elderly people are already in operation. All registered people have access to qualified doctors and medicines for free.Other ActivitiesTo use arsenic free drinking waterTo use sanitary latrineEducational loans and medical loans are provided to the community.Providing poor villages with warm clothing during the winter.2.8 Corporate governance:The highest governance body DHL is the board of directors. The board consists of Charmin, Vice-Chairman and Directors. It decides on the business and a revenue goal of the Ltd. DHL emphasizes participatory governance policy to create friendly environment. Corporate governance is most often viewed as both the structure and the relationships which determine corporate direction and performance. Good governance is an essential ingredient in corporate success and sustainable economic growth. DHL has strong board of governance and those people are staying in central of this organization. This culture is earnestly maintained so that every observation and recommendation of each individual reaches the highest level of the authority through appropriate mechanism. Management staff can also interact with any high official as well as COO and CEO while having lunch together.

Figure 04: Corporate Governance structure

2.9 Top Management:

Top management is very important part of corporate business. It is so important to develop a strong Top management for keeping the pace of growth stable. DHL got a team of dedicated management team who are always keen to achieve the mission, vision of the company. They are responsible for leading the company, monitoring companies activities and maintain relationships with the businessman agent team. Top management of DHL provides a vision of the future and sees the firm not as it is, but as it can be. Top Management of DHL has all the leadership quality to lead this company to become the pioneer in business field. As per provisions of the Article of Association, Board of Directors holds periodic meetings to resolve issue of policies and strategies, recording minutes/decisions for implementation by the Executive Management.

2.9.1 Top management hierarchy chart:

Fig 05: Top Management Chart.

Part 03

Chapter 03Organizational Activities Analysis

3.1 Function of the Organization3.2 Function of top management 3.3 Function of Executive Management3.4 Departments of DHL.3.5 Projects of Divine Holdings Ltd.3.6 Divine Apartment project.3.7 Terms & Conditions 3.8 New project Development

3.1 Function of the Organization:Divine Holdings operated their business globally. DHL has the great opportunities turn into as a multinational Company within 2020. Divine Holdings Ltd is a sister of concern of Divine Group of companies runs their activities successfully throughout the Bangladesh. DHL provide Hotel, Land, Ready Flat, and Suite. That is developed by DHL. Total activities such as Advertising, Marketing, Sales, Customer Support, and Development all are run by the DHL throughout the Bangladesh.

3.2 Function of Top Management:Divine Holdings Ltd. has highly qualified and experienced top management to achieve its organizational goal. Top management of DHL. Has already achieved goodwill to its clients, well wishers, investors and in abroad as well. Top Management is very expert in rational assessment of a situation and the systematic selection of goals and purposes, systematic development of strategies to achieve these goals, marshalling of the required resources, the rational design, organization, direction, and control of the activities required to attain the preferred purposes, and finally, in motivating and rewarding of people to do the work.

3.3 Executive ManagementThe Managing Director heads the Executive Management, the MD who has been delegated necessary and adequate authority by the Board of Directors. The Executive Management operates through further delegations of authority at every echelon of the line management. The Executive Management is responsible for preparation of segment plans, sub-segment plans for every profit centers with budgetary targets for every item of goods & services and is held accountable for deficiencies with appreciation for exceptional performance. These operations are carried out by the Executive Management through series of committees, sub-committees, ad-hoc committees, standing committees assisting the line management.

Company Executive Committee:

Fig 06: Executive Committee chart.3.4 Departments DHL all departments work efficiently and effectively. These department mention bellow:

3.4.1 Finance & Accounts Department:Finance and Accounts Department helps a company to manage property. DHL accounts records help on as accounts ledger give the detailed description about its profits and losses in a costs spread sheet format:The major activities of Finance and Accounts Department of DHL are given below: Handling the cash and Making payment voucher. Withdrawing money from the bank. Payment to different parties as per their billing. Paying all bills (electricity bill, gas bill, WASA bill, telephone bill etc). Monthly reporting and preparing cash book, Ledger book and posting. Interact with internal and external auditors in completing audits. Balancing the daily cash accounts. To entry the transaction in the software. To make trial balance. Reconcile and maintain balance sheet accounts. General ledger operations.

3.4.2 Human Resources Department (HRD):To recruit the qualified employee, train up & develop them and providing their incentives, benefits and other motivational activities. To process all kinds of Recruitment and proceeding of Administrative Action To process all necessary correspondence with valued persons Issue of all kinds of Office Circular and Office Order To arrange orientation assembly of the Desk Employees in consultation with Managing Director To process all necessary correspondence with employees To deal the files of Directors, Share Holders & Others To process the matter of increment & promotion of the Desk Employees To receive of all kinds of Letters/Notes/papers marked to the Managing Director and disburse the same after necessary execution by the Managing Director. It makes utilization of manpower by employing right man to right job at right time.

3.4.3 Marketing Department:Marketing department is one of the key departments for any business. Marketing is very important aspect in any business since it contributes greatly to the success of the organization. Product diversification and distribution largely depends on marketing. As like other department the marketing department of Divine Holdings Limited also has some duties and responsibilities such as: Monitor the competition. To visit the projects. Planning and implementing new marketing strategies. Communicate with other department of the company. To communicate with Customer by the Telephone or Mobile and physically. To prepare the daily statement of marketing side. To prepare the monthly marketing report and budget plan. To create innovative Marketing policy & develop new strategy. To prepare the expected Customer or Client & contact they time to time. Reviewing marketing activities with all applicable management. Developing annual marketing plans. Planning marketing promotional tools and techniques. To collect and compare others Companies Marketing policy & design To organize the Marketing meeting time to time.Structure of Marketing Department:

Fig 07: Structure of marketing department.

3.4.4 Function of Marketing and Sales Department:The workflow of the marketing department is defined by its functions. DHL has a marketing division responsible for marketing strategy, advertising, researching, promoting, conducting customer surveys, branding, public relations and creating of corporate style.These functions are as follows:

Development of marketing goals and strategy Conducting marketing researches and monitoring customer needs Promotion and advertisementIn addition, specialists give the following marketing department functions:

Managing customer relations & Concentrating on customers Identifying customers needs & Analyzing customers reaction to advertising Specifying target audiences or market segments & Researching new markets Tracking competitors activity & Conducting advertising campaigns Measuring effectiveness of marketing promotion & online promotion. 3.4.5 International Marketing Department:We have to follow that marketing policy which is helpful to cross the border countries. Identifying potential global markets Exploration of new markets all over the world Operating of export business in the different countries Provide training to field forces in overseas countries

3.4.6Engineering Department:It is based on the assignment of responsibilities and authority to individuals within the organization. It includes essential functions, specific responsibilities of organizational units, and their duties, responsibilities, and authority. Divine Holdings ltd. has lots of engineers including civil engineers, electrical engineers. There is also construction inspector, CAD technician. The main duties performed by engineering department are: To analyze various factors concerning a construction job. Analyze the process for completing the construction job every step of the way. Analyze the proposed site location as well as the entire construction job. Follow the project from start to finish and make any necessary changes along the way. Ensure that the procedure is being followed and check on safety features of the project. To follow land use laws and regulations every step of the way. Have to report to the directors about the project. Ensure that the maximum value is derived from the project. Investigate equipment failures and difficulties to diagnose faulty operation, and to make recommendations to maintenance crew. Estimate costs and submit bids for engineering, construction, or extraction projects, and prepare contract documents.

3.4.7 Purchase Department:The purchasing department issued Purchase Orders for supplies, services, equipment. It is responsible for acquiring the inventory that the company sells. To get more value for the company, this department determines the most desirable vendor source and does its best to acquire them at the lowest prices while maintaining mutually beneficial relationships with suppliers. This department of DHL is headed by a purchase officer name is Md. Hedayet Ullah(Mawla). The duties performed by purchase department are: From engineering department requisition arise for purchases material. Purchase manager Invites quotations from suppliers. Give purchase order to supplier. To ensure that delivery dates are kept. Keeps all records of purchasing orders and transactions for future reference. To fulfill the required items in every project as per the requirement of the project manager. Take money from accounts department for purchasing.

3.5 Projects of Divine Holdings Ltd.:Divine Holdings Limited has good reputation in construction industry and the organization has continuously remained in contractual business and executed various projects. It enriched and matured with experiences in the construction of various projects. All projects are giving bellow.

3.5.1 Divine Sea Point:Hotel divine sea point is a fully furnished luxurious hotel complex covering more than 24.75 decimal of land on Shugandha Beach point at North Kolatoli, Coxs Bazaar. Miles after miles over looked by gentle cliffs and washed with foaming waves, colorful conch shells, ponderous pagodas, and delicious seafood this is Coxs bazaar. The best sea side tourist township of Bangladesh Coxs Bazaar is the world longest unbroken (120 km) beach slopping gently down into the blue water of the Bay of Bengal Which is one of the most attractive tourist spot of the world. At Hotel Divine Sea point, life moves in time and fresh early morning cool air, afternoon breeze and the unforgettable sunset offers you an exciting view. You would never want to close your curtains. Beyond the sea, you can enjoy the enchanting hill view and the beauty of tamarisk trees with luxurious living environment and intimate hospitality. If you imagine yourself living in an ultimate luxury overlooking the blue sea surrounded by water life than you are to take a look at Hotel Divine Sea Point.Project at a glance:Project Name: HOTEL DIVINE Sea PointDeveloper Name: Divine Holdings Ltd.Rehab Membership No: 932/2010Rajuk: EnlistedMember of: Bangladesh Land Developers AssociationArchitect: Arch. Ahmed Imtiaz KhanProject Type: Exclusive 5 Star Standards Luxurious Hotel Project.Locations: Sugandha Beach Point @Coxs BazaarBuilding Structure: Basement+12 FloorNo. of Rooms: 170

Price list of Divine Sea Point:Divine Sea Point

SL.CategorySuite SizePrice (BDT)Installment

1Dream Suite925155800036000

2Premier Suite643108200024600

3Super Deluxe Suite51189000020000

4Deluxe Suite49887500019650

5Executive Suite45977300019370

Booking Money 50000 per slot and then Down payment 20% of total amount then installment. In terms of at a time payment (Full payment), will get 30% discount.Benefits: This offer ensures you to earn 1,08,000.00 (Approximately) to 2,19,000.00 (Approximately) per year for investing as little as 7,73,000.00 to 15,58,000.00 per share (Monthly installment: 14,460.00 to 30,160.00 per month/you may pay total amount at a same time) and this way, you get back your total investment through yearly earnings within 5 years. Last but not least, you will be a proud owner of magnificence 5 star hotel in hart of Cox's Bazaar.3.5.2 Divine Suite Hotel:Project at a glance:

Project Name: DIVINE Suite HotelDeveloper Name: Divine Holdings Ltd.Rehab Membership No: 932/2010Rajuk: EnlistedMember of: Bangladesh Land Developers AssociationArchitect: Arch. Ahmed Imtiaz Khan

Project Type: Exclusive Luxurious Hotel Project.Locations: Kolatoli Beach Point @Coxs BazarBuilding Structure: Basement+8 Floor No. of Rooms: 56Divine Suite Hotel & Resort is superbly located near the beach at Kalatoli Road, the hotel motel zone at Cox's Bazaar. Away from the chaos of the crowded beaches, but still a close walk to the vast stretch of quiet white sandy beach behind the hotel, Divine offers unrivalled views of stunning Bay of Bengal. It is only a few minutes "tom tom" ride to Laboni Point or Shugandha Beach. You could go shopping or enjoy other activities and tourist spots of Cox's Bazaar Town. Price list of Suite Hotel:DIVINE SUITE HOTEL

SL.Type Suite SizePrice (BDT)Installment

1Type A Floor448 sft87500010500

2Type B Floor448 sft85000010500

3Type C Floor236 sft58500010500

4Type D Floor236 sft55000010500

5Type E Floor236 sft53000010500

6Type F Floor236 sft520000 10500

Booking Money 50,000 and then Down payment 20% of total amount then installment. In terms of at a time payment (Full payment), will get 30% discount.

3.5.3 Divine Sydney City:

Divine Holdings Limited (DHL) is the enlisted company of RAJUK, the Govt. town Developer of Bangladesh.DHL is also one of the members of the REHAB, the Central body for Real Estate developers in Bangladesh. Sydney City Dhaka, Bangladesh(Prepared by DHL), There are many projects already have been built by many real estates and developers in Bangladesh, but not a single one has yet created the actual environment of any popular city in the world. Keeping this in mind, DHL is trying to create a real change which will be similar to the any modern city around the globe. Sydney is the highest cosmopolitan city in the world consists of the world top most tourism spot namely Sydney Opera House, adjacent to seashore with Harbor Bridge over the Pacific Ocean. Divine Sydney City Dhaka will have almost all the facilities like Sydney City Australia. Our focus is to develop most modern Duplex Villa/ Duplex zone with most up to date architectural design surrounded by green touch and pollution free enviornme4nt Duplex villa will provided better and comfortable living at a reasonable price. Opera house and harbor Bridge will encompass the project to provided western feeling staying in their homeland.Project at a glance:Name of the project: Divine Sydney City.Location: NORTH SIDE OF PURBACHAL NEW TOWN. BESIDE SEC#26-27, ON THE BANK OF BALU RIVER. Size of the project: 1364 Bigha, Size of the plot: 3, 5, 10, 20 katha.

Divine Sydney city specifications: The One & Only Project that surrounded by RAJUK-Purbachal New Town (Sector- 26 & 27). 5 k.m. away from Hazrat Shahjalal International Airport & next to Balu Nodi & Kuril Bisho Road, Estarn bypass. Main entrance is 300' Highway, from 180' proposed road. Unique facility of using panorama Echo Park "Zinda". On a natural high land & high red soil. Compact project (Complete within One mile) Included within non Floodable Zone. To provide all modern facilities of a modern project. Divine Sydney City would clearly emerge as a safe investment option and a preferred choice for a world-class lifestyle in the country. Which is one of the massive, modern & preplanned towns in the South-east Asia that will serve as administrative capital of Bangladesh? This town will also including Diplomatic Zone, Word Bank, Asian Development Bank & many others International offices, including 3-d Theatre, Planetarium. Water world and most significantly the second campus of the Dhaka University & other recreational facilities.

Divine Sydney city offer:

The allotment system is based on first come first serve system and subject to the availability of the plot. Best location. Different sizes of the plot. Variety of price schedule & discount. Installment payment schedule as per the requirement of the client. Plot is ready for registration (whenever customer wishes/demands).

Price list per Katha:Divine Sydney City

SL.Types of plotPayment

1North General1098000

2South General1149000

3North General Corner 1183000

4 South General Corner1212000

5Lake Side South1579000

6Lake Side Corner1609000

730 Avenue North 1311000

830 Avenue South1345000

930 Avenue Corner1383000

1040 Avenue North 1409000

1140 Avenue South1443000

1240 Avenue Corner1477000

1340 Commercial Avenue1515000

1440 Commercial Avenue Corner 1545000

1560 Commercial Avenue1578000

1660 Commercial Avenue Road Side1609000

17100 Commercial Avenue Road Side1643000

18100 Commercial Avenue Road Corner1677000

19Duplex Zone1545000

N.B: Booking money 20000 tk per katha & Down Payment 25% of total value, which has to be paid within 1 month from the date of booking. Taka 25000 will be added with the agreed price for plots adjacent to all institution park mosque etc. Installment process also available for the customer, they can paid their amount of money in monthly basis.

3.5.4 Divine parliament view:Project Name: Divine parliament viewLocation: parliament front side road.Developer Name: Divine Holdings Ltd.Rehab Membership No: 932/2010Rajuk: EnlistedMember of: Bangladesh Land Developers Association

3.5.5 Divine khan villa:

Project Name: DIVINE Khan VilaDeveloper Name: Divine Holdings Ltd.Rehab Membership No: 932/2010Member of: Bangladesh Land Developers AssociationLocations: 100 Lake Circus, Kalabagan, DhakaOther Details: Sufficient natural light and airflow Free from dust and sound pollution with modern Lift, Generator and sub-station facilities having all utility connections (Gas/Electricity/Wasa) with a spacious and secure car parking. Mode of Payment:Down Payment 20% Taka of total value and rest 80% Taka in installments.Installment: Pay the rest in 2 years 24 installments.Price list:Per sft 7800 tk only.

3.5.6 Divine Hatirjeel City:

Divine Hatijeel City is a cluster of twelve storied Exclusive Apartment Building Zone in the most prestigious location of Dhaka at Banosree main Road, Rampura (adjacent to meridian Bazaar highway). Discover all that your life could be by living at divine Hatirjeel City and let Divine Holdings Ltd. fulfill your dreams to be the proud owner of perfect Apartment.Project Information:Name of the project: Divine Hatirjeel CityDeveloper Name: Divine Holdings Ltd.Location: Banosree Main Road Rampura,Dhaka ( Adjacent to Meradia Bazar higway)Project Area: 25 Bigha(+)Type: An Exclusive Apartment Zone Category: Type A = 1500 sft, Type B = 1250sft, Type C = 1000 sft, Type D = 850 sft and Duplex Apartment.SALIENT FEATURES:

A unique project having a pure and natural greeneries and landscape. It is located adjacent to RAJUK's 'Hatirjeel City ' project: The residents of the "Divine Hatirjeel City" will enjoy all the above mentioned facilities. "Divine Hatirjeel City" is an exclusive residential zone with all facility for all class of dwellers with own identity. The designing team consists of a number of professional engineers, town planners, architects and environmentalists from home and abroad. "Divine Hatirjeel City" is completely flood-flow zone & Flying zone. The city is away from the crippling traffic jams and the deadly polluted air of Dhaka. This is a marvelous investment opportunity, which will be profitable in couple of years.

Special Facilities for Citizen:Being a Citizen of 21st century we will get the every facility in "Divine Hatirjeel City". International standard several Mosque, Bangla and English Medium Schools, Colleges, Universities, Medical Colleges and Universities, Hospitals, Clinics, Modern Shopping Malls, Banks, Insurances, community Centers, Playground for recreations, Parks, Clubs, Amusement Parks, Water Parks, Gymnasium, Convention Centre and Lake will in that residential zone. In spite of those there will be Filling Stations, Common Parking, Restaurants, Hotels, Trade Centers, Eidgah, Graveyard etc.Mode of payment:All payment shall be made by cash, crossed cheque, bank draft or pay order to DHL.

3.5.7 Divine Burj Al Cox:

Burj Al Cox will be constructed in the vicinity of Coxs Bazaar sea beach marine drive road, Kalatoli, will have all the facilities of 5 stare hotel like grand banquet hall, board room, seminar room, business center swimming pool, lawn tennis court, sea and beach side sports and water games, Also it has plan to include world calls health, massage and spa centers, table tennis, theater hall, relaxation corner, sauna and stream bath, world class shopping mall and world chain fast food and different categories of restaurant catering to the tastes of the Visitors and Customers.Project at a glance:Project Name: Divine Burj Al Cox:Developer Name: Divine Holdings Ltd.Rehab Membership No: 932/2010Member of: Bangladesh Land Developers AssociationProject Type: Exclusive 5 Star international Luxurious Hotel Project.Locations: Marine drive road, KalatoliBuilding Structure: Basement 15+No. of Rooms: 250Land Area: 15.6 KathaProject at a glance:It is a Fifteen storied (Semi Basement+GF+15) Executive 5-star standard Hotel type apartment complex. Basement Floor will be dedicated for hassles free.PROPERTY FEATURESIndoor features: Community hall, Safety Grills, Servants Toilet, Fire exit, WASA connection, DESCO connection, TITAS GAS connection,Pantry / Utility Room,Prayer Space,Wi-Fi facilities, Inter Com andCafeteriaOutdoor features: Separate entry and exit point,BBQ area,Generator,Landscape Garden and Lift.

3.5.8 Divine Uttara City:Divine Uttara City (an Exclusive Luxurious Apartment Zone):Divine Uttara City defines exclusive luxurious apartment situated beside Sonargaon Janopath Road and just the west of sector 12 of Uttara Model Town. The whole project will be based on 25 bigha land with layout plane of European concept. 6 storied bulling will be constructed all over the project. A bridge over the lake will facilitate smooth transport communication. This project will also include 5 star Hotels facilities, Commercial Complex, Shopping Mall, Mosque, Conventional Center, Sky roof home service restaurant, Gymnasium etc. It will have all the amenities and modern technology as those of European countries. This project will provide exclusive and efficient own stomp sales service with 3 stapes security. Adjacent to this project, There is a most beautiful scenic panorama overlooking the lake. The project will be a combination of green environment free form air pollution land nonce with modern facility and safety measure using all sorts a modern security system for our valued customers. Uniqueness is our prime priority.

3.5.9Divine Sea City:Divine Sea cityis situated in Inani Beach around 25 kilometers from Coxs Bazaar beside marine drive road. Having home in Divine sea city will be really treasure in hand for our clients.One of the major sister concern of Divine Group, sea city Divine holdings Ltd. is working on with a gigantic land project of 15 acre at inani beach Coxs Bazaar named Divine Sea City. The concept of the project is to build a complete city at inani beach Coxs Bazaar, the promising most tourism zone of Bangladesh.Project at a glance Project Name: Divine Sea City Location:Adjacent to the proposed 200 feet road of Marine drive. The location of the project is in a straight line with the sea beach point of inani beach from where both sunrise and sunset can be watched. Government specified Foreigner Zone of Coxs Bazzar is near-by. Project area:15 acre Land seize:From 3 to 25 katha

Type of Establishments: Hotel, Motel, Resort, Residential plots, Commercial plots, Duplex, Cottage.

Special Features Coxs Bazaar is the most promising tourist spot of Bangladesh and Divine Sea City is situated in the central point of Coxs Bazaar. After the completion of the Project the price of the lands in Divine sea city will hike at its peak, which makes the project very much lucrative. Educational, medical, commercial establishments, mosques and other religious establishments will be developed within the project. Several parks and playgrounds along with wide roads will be developed within the city. So all the facilities to enjoy the latest lifestyle will be available at Divine Sea City.

3.6 Divine Apartment project:

After a successful take-off of the Divine Holdings project, Divine Holdings took the added initiative of developing an apartment project within the complex itself. This venture focuses particularly on fixed-income urban groups. Pricing and payment options are flexible and can be attuned to the financial circumstances of particular buyers. The DHL apartment project is now accepting booking from the general public and expatriate Bangladeshis for allotment of apartments name and located in Allaudin tropical Towar (Uttara), Masro tower(Badda), Rose Garden(Badda), Anower Garden(Shabag), Jahanara Garden(Shamoly), Aleka Garden(Mohakhali), Bashar Tower(Motijheel), Latif Sea View(Chittagong), Ureka Bhaban(Mirpur), Hasib Emporium(Chittagong), &All-Bareo Garden(Lalmatea) in the new vision apartment project. Measurements of flat of this apartments range from 800 to 2200 square-feet. It expected that these apartments will be ready for hand-over to their owners within three years. In close proximity to these apartment blocks; construction has begun for the establishment of the following facilities: a modern hospital, an international school, two well-known universities, a super market, a sports zone, parks and mosque. An impressive range of size and designs are being offered, and prices range from Taka 4500 to Taka 10000 per square-feet.

Mode of paymenta) One time: Buyer can pay the price in one time. If he/ she pay the price in one time, he/ she will get discount.b) Installment: In case of installment, buyer will get the remaining month of project hand over. After booking, he will pay the initial deposit within seven days. Then he/ she will bind to pay the remaining amount on the time.EMI (Equal monthly installment) base.3.7TERMS & CONDITIONS FOR THE BUYER OF THE COMPANY:1. Applications for allotment of apartment(s) should be made on the prescribed application form duly signed by the applicant along with the Earnest Money. DHL has the right to accept or reject any application(s) without assigning any reason thereto.2. On acceptance of an application, DHL will issue an allotment letter with specific terms and conditions to the applicant. DHL. And the Allotted will be required to execute an agreement as per the company's prescribed format. The Applicant/Allotte shall then start making payments as per the schedule of payment. Allotments of apartment(s) are made on first come first served basis.3. All payments such as Earnest Money, Installments, additional works & other charges shall be made by Bank Draft/ Pay Order/ Account Payee check(s) in favor of DHL for which respective money receipts will be issued. Bangladeshi residing abroad may remit payments by DD or TT or Account Transfer.4. Payment of installments, cost of car park(s) and all other charges are to be made on due dates. DHL. May issue reminders to the Allotted but, notwithstanding the issue of reminders, the Allotted must adhere to the schedule of the allotment agreement for all kinds of payment.5. Delay in payments beyond the due date will make the Allottee liable to pay a delay charge of 0.1% per day (max. 2% per month) on the amount of payment delayed. If the payment is delayed beyond 60 days, DHL. Shall have the right to cancel the allotment. In such an event the amount paid by the Allottee will be refunded in due time after deducting the Earnest Money.6. Connection fees/charges, security deposits & other incidental expenses to gas, water, sewerage and electric connections are not included in the price of the apartments. DHL. Will make these payments directly to the authorities concerned on Allottee's account. The Allottee will be billed proportionately on actual costs basis.7. Limited changes in the specifications; DHL. May make design and/or Layout of apartments and other facilities in larger overall interest of the said project or due to unavoidable reasons.8. DHL. May cancel an allotment on non-payment of installment in disregard of reminders and after final intimation to Allottee by registered post to the address given in the application form.9. The possession of each apartment shall be handed over to the Allottee on completion and on full payment of installments and other charges & dues, till then the possession will remain with DHL.10. The Allottee will pay VAT, stamp duties, registration fee, documentation charges and any other taxes & expenses likely to be incurred in connection with the Deed of Agreement, Allotment, Registration and Transfer etc. The actual costs incurred shall be charged.

3.8DEVELOPMENT PROCESS OF A NEW PROJECT:

Following is the process of developing new project:

Area Selection for the Project Prepare a layout Plant of the Project Purchase Required Land for the Project Submission of project Plan and Purchase Documents to RAJUK. Prepare a Pro-forma budget of Development Demarcation (Employ Plot Number) Make an Initial Price List for the Plots Start development by earth filling Start Selling the Plots Complete All Development Activities like Roads. Schools, Mosques, Hospitals, Utilities Etc.

Part 04

Chapter 04Marketing Strategy Analysis

4.1 Marketing Operation4.2 Marketing Development Strategy4.3 Marketing process of DHL4.4 Development of marketing goals4.5 Limitation of marketing department4.6 Suggest necessary recommendations for DHL4.7 Product knowledge 4.8 DHL is a brand 4.9 Customer Relationship Management.4.10 PESTEL analysis.4.11 Budgeting 4.11 Comparative analysis

4.1 Marketing Operation:The marketing department of DHL operates their cogent and coherent activities which enable them to monitor value chain including target marketing, value innovation, value pricing, value proposition and value distribution, resulting in systematic improvement of the organization. They generally practice purely centralized marketing operations.

Marketing operation applies these tools across all marketing activities: Workflow design Process improvement Balanced scorecards Systems thinking Organizational learning Knowledge management Stakeholder analysis Change management Competency development Data management Quantitative analysis Modeling

4.2 Marketing Development Strategy:DHL marketing department provide good strategy toward effective marketing promotion. Its marketing department always develops various marketing strategy for their organization. At present DHL follow certain marketing strategy. Few of them are mentioned in bellow: To development a marketing strategy of DHL involves the isolation of a target market segment, a set of clear-cut goals, a fair amount of consumer research, and the implementation of initiatives aimed at getting the word out. DHL is increasing its profitability by working efficiently, procuring better raw material and most importantly kept a very close association with its customers. They also exploring business opportunities in countries like UAE, USA and Qatar where DHL has medium business now. DHL has developed more direct and closer relationship with their end customers. DHL has provided its staff with better working environment and facilities, which enhanced efficiency and output. Leaving behind the traditional way of doing business and in our journey towards excellent it has consistently expanded its customer base and explored the different markets around the world. Having the foresight to assess that in coming years value addition will be the thing of the future, DHL worked towards the achievement of its goal of future increasing its capability in value addition. They have successfully broken the ground and we have very strong faith that these markets will give us good volumes in the near future. At DHL is prospering due to our professional commitment toward excellence and giving the best results at all times and against all odds. Its marketing and sales teams co-ordinance at all times.4.2.1 Target Market:A well-defined target market is the first element to amarketing strategy. As DHL is doing their business with land, flat, plot and hotel so its target market very specific. As they are doing international business so DHL evaluate and measure many side for their target customer. They also select their target market based on marketing segmentation. All middle and high society people are main target market of DHL. All middle and high society people are main target market of DHL.

Strategies for reaching target marketMass marketingDHL send their messages and ideas by using mass marketing. It is the only way to broadcast a message that will reach the largest number of people possible. Sometime they are using radio, television and newspapers as the medium used to reach this broad audience. It is also the most effective way to inform the customer about their product and services.Differentiated marketing strategyDHL decides to provide separate offerings to each different market segment that it targets. They called it multi segment marketing and as is clearly seen that it tries to appeal to multiple segments in the market. DHL targeted each segment uniquely as they provide unique benefits to different segments. It increases the total sales but at the expense of increase in the cost of investing in the business.Concentrated marketing or Niche marketingDHL selecting a particular market position on which marketing efforts are targeted. The organization is focusing on a single segment so they can concentrate on understanding needs and wants of that particular market intimately. Direct marketingDHL sales teams, reach out to target markets through direct marketing. Its marketing stuff tries to communicate with their existing customer and collect some new client email, mobile no., home no., etc. These databases usually come with consumer contacts. Then they try to contact with them and using old customer reference to impress.4.2.2 Target Customers:DHL Target Customer is middle and first Class people like as,

i. Doctorii. Engineeriii. Business personneliv. Bankers.v. Foreign Bangladeshi.vi. Insurance manger etc.

4.2.3 Core ValueFor the well-being of the country and the nation is the core value of DHL.

4.2.4 Other Variables Other variable are given bellow-----------

Other Variable

Fig 08: Other VariableCulture: Culture is a key component in business and has an impact on the strategic direction of business. DHL is very much careful about their product and service. As their main products are land, building and hotel so cannot create any impact on culture. Nobody can tell about their product that it violates the cultural rules.

Norms: DHL products norms are excellent. They are going their business by using morality and norms.

Value:

DHLproductvalueassessed by setting apricefor a particular product can depend on itsconstruction costs, its overallmarket valueand the value of the product as perceived by a targetedgroupofconsumers. So they are planning to take a product or service overseas make sure that they have a good grasp the locality before they enter the market.

4.2.5 Marketing Mix:

Fig 09: Marketing mixProduct: Divine products and services, being the most reliable in respect to reliability, durability and have the best opportunity to be a market leader in our country. At present, they are running several projects in different part of Dhaka City, such as Baridhara Diplomatic Zone, Purbachal City Zone, Uttara and at the same time, several very serious and positive negotiations are going on for various projects in prestigious and exclusive areas in the different part of the city. Prices: Price is the amount of money customers have to pay to obtain the product. They are more concern about their product price. They are trying to keep their product price reasonable for more attractive toward the customers. DHL are also aware to give compensation by onepartyto another in return forgoodsorservices. They are start with BDT. 485000 to 875000 for Divine Sea Point Hotel share and we are start with BDT 900000 to 1050000 for per katha land in Dhaka city. And BDT 5500 to 8500 price per sft for ready apartment. Discount:

If the customers pay all amount of money at a time then DHL will give some discount.

Credit terms:

Customers can purchase the product & services on letter of credit and T/T. For T/T they must need to give 70% cash for purchase.

Promotion:Promotion means activities that communicate the merits of the product and persuade target customers to buy it.

Advertising:DHL are using different types of advertising this are-

Newspaper Advertisements Door to door advertisement Supply the leaflet Supply the brochure Provide the prospectors Advertisement on website. Happy birth Day greetings Consistent And Committed Current Events "Thank You" - Magic Words Throw A Party Give A Gift Direct Mail Search Engines Ads And Banners Don't Forget The Kids

Sales promotionIn order to increase a sells volume DHL introduce a new offer for their customer that is if any customer buy three flat at a time payment than you will enjoy Dhaka to Bangkok air ticket with all travelling cost.

Sale Promotion Tools:

Advertising, promotions, social media and public relations all support marketing strategies using different and specific methods. Sales promotions are temporary deals, events and ways of communicating with potential customers to motivate them to spend, or spend more. Adapting a variety of common sales promotions to your situation helps you increase your revenues and profits. Cash rebate Promotion Tools Coupon Discount Social Media Marketing Attract prospects' attention Arouse their interest Trigger desire Inspire definitive action Postcard Direct Mail Marketing Ideas For Generating Referrals

Place:The product should be available from where your target consumer finds it easiest to shop. As they are introducing fixed asset product like land, Hotel and Apartment. So they are trying to locate their product by the side of high way road, more busy commercial area, and residential area so that customer feels more flexible to move one place to another place. People:The employees that execute the service, chiefly concerning the manner and skill in which they do so DHL has strong and qualitative employees, thats why the work becoming more easier and friendly. They are goes with people to keep forward their business. Process: The delivery of service of DHL is usually done with the customer present so how the service is delivered is once again part of what the consumer is paying for. All process from 1st step to last every things are very much clear both organization and customer during the dealing time.

Physical Evidence: The more important of every business to maintain some business evidence to create positive impact in customer mind. As DHL continue their activities with physical product and service they must keep their possible evidence to capture customer.4.2.6Market Position: Based on market survey we got many competitors. We are classified that on the chart: Fig 10: Market positionOn the bases of the chat, DHL have select their market position will be second.4.2.7 Market Size:The number ofindividualsin a certainmarketwho are potentialbuyersand/orsellersof aproductorservice. DHL are interested in knowing the market size before launching a new service like as Hotel share, ready apartment and land sell. Immediately after the launch new service started its aggressive plans to develop it into a leader in the Holdings at affordable prices.4.2.8 Market Share:DHL market share is calculated by taking its sales over the period and dividing it by the total sales of the industry over the same period. The pricing objective of DHL product is maximum market share. Because their broad objective was, capture the middle and high class people. Therefore, they want to maximum their market share. DHL believe that a higher sales volume will lead to lower unit cost and higher long run profit. They set the lowest price, assuming the market is price sensitive.4.2.9 Market GrowthThe Bangladesh Holdings market has now entered into a new era. Bangladeshis economy is growing at a healthy rate, and these factors will contribute to a very healthy rate to a healthy growth in penetration of real estate Company in this country. DHL started their business and continuously growth their business. By investing in many area and selling their product, gradually DHL going to the top. 4.2.10 Public relationThis servicing of relation is done by the public relation office. DHL think that the major function of the public relation office is to handle press releases, support product publicity, create and maintain the corporate image, handle matters with lawmakers, guide management with respect to public issues. They are looking at ways to converge with functions of marketing and public relation in marketing public relation. By using MPR tool DHL building awareness by generating stories in media. Once the story is in circulation MPR can establish credibility and create a sense of enigma among sales people as well as dealers to boost enthusiasm. MPR is much more cost effective tool than other promotional activities.

4.3 Marketing promotional process of DHL4.3.1E-mail marketing:DHL follow email marketing to influence the customers. They send a message to a group of people by using their mail. In its broadest sense, every email sent to a potential or current customer could be considered email marketing. DHL usually involves using email to send ads, request business, or solicit sales or donations, and is meant to build loyalty, trust, or brand awareness. Email marketing can be done to either sold lists or a current customer database. DHL maintain lots of existing and pre-customer email address in their database. When any flat or suites becomes ready than they inform to all customers by using email with description and image of that project. If anybody becomes interested after read this email then contract with DHL. The marketing people of this organization try to follow up them.4.3.2 Tradeshows / Fair: It is incredibly effective promotion and sales opportunities. DHL always attend various fair & trade shows like REHAB fair & DITF fair. DHL also attend in various types of housing fair in abroad like Italy, UAE, Canada, USA, KSA etc.

4.3.3 Social Media Marketing:Social media marketing is popular now a days all organization are using social media marketing and they get benefit by this side. There are lots of ways to do social media marketing but DHL follow Face book, Twitter, YouTube, Bikroy.com & OLX etc.

Face book marketing: DHL created a face book page (https://www.facebook.com/divineholdings) and providing all information about their new project. From this page customers can know their current activities. If somebody feel interested then contact with DHL authority.

Twitter marketing: DHL was opening a twitter account and upload their current marketing activities by this account and customers are getting more information from this account.

YouTube marketing:Everyone today is talking about Face book and Twitter, but what many people don't realize is that YouTube is one of the most underutilized and underestimated marketing channels for small & medium businesses. DHL are using YouTube marketing and they uploaded their marketing activities on YouTube and customer are watching more carefully after watching this video customers will be interest there product.4.3.4Mobile phones and telemarketing:Telemarketingis a method ofdirect marketingin which asalespersonsolicits prospectivecustomersto buyproductsorservices, either over the phone or through a subsequent face to face orWeb conferencingappointment scheduled during the call. An effective telemarketing process often involves two or more calls. The first call determines the customers needs. The final call motivates the customer to make a purchase. DHL done their telemarketing form their office if any customers interested to buy their product than telemarketing department inform their salesman to motivate a new customer. 4.3.5 Marketing Welfare:

Todays Market is totally hyper competitive market. In this market there have some strong brand exist. But in this competitive position DHL want to be strong competitors with applying their marketing strategy. DHL product core value is for the well-being of the country and the nation.

4.4 Development of marketing goals:One of the most important functions of marketing department of DHL is to design a set of written goals, objectives and strategies for marketing activities of the organization. This means establishing rules and business concept of how the organization will conduct itself on the market, what marketing instruments will be used, what goals will be set and what strategies should be applied to attaining effective advertising campaigns. The marketing department develops a market-based business strategy that provides unique value to the customers on all services and products of the organization.

4.5 Limitation of marketing department:We find out some limitations of marketing department in holdings business. These are given bellow.01. The biggest limitation of DHL marketing department is lack of communication with their customer and pre-customer.02. Most of the employees of marketing department are not too much creative and effective. They are very much lazy about their innovation to capture new customers.03. Time of international marketing, they are not able to focusing their purpose and qualities of their business. So customers are not getting interested to buy or use their product and services. 04. Unless targeting a specific audience, business might have to push back. 05. Marketing department is exposed to employee beliefs about company offerings from the time products are conceptualized. This exposure makes it difficult to break away from the groupthink mentality and conduct research from a neutral framework. Relying on internal staff may cause survey question bias and inadequate customer satisfaction research.06. Limited resources and employee knowledge gaps may hamper the effectiveness and thoroughness of in-house research efforts.07. Centralized marketing departments have difficulties conducting in all markets where their products may be placed. Internal and external marketing of DHL have contacts in multiple geographic locations that cannot localize and conduct effective marketing strategy for current or potential customers.4.6 Suggest necessary recommendations:01. Arrange training season for the employee to develop their skill and knowledge.02. Proper communication with the customer and try to understand their requirement and needs.03. To create some innovative idea and encourages the customer for using their product and services.04. Limited resources and employee knowledge gaps should be fulfilling so that effectiveness and thoroughness of in-house research affordable.05. All employees should be more concern about their responsibility and fill their target. 06. To create time management and team building and leadership.

4.7Product knowledge:It is very important that each of the marketing and sales team members have adequate product knowledge on what they are selling. If anyone does not have experience on Housing Business An in house product knowledge training can be designed and train them before the get-on with their job. This will enable them to come up with realistic marketing and sales approaches. DHL is arranging training session for their new sales people to give the ideas about their product knowledge.4.8 DHL is a Brand

Now we see that DHL is a brand. It has all qualities for branding.Choice Criteria Brand Element

Memorable

Meaningful

Transferability

Adaptability

Protect ability

Likeability

NAMEDHL

LOGO

COLORBlue/Orange

SLOGANDHL For the well-being of the country and the nation

Fig11: Branding

4.9 Customer relationship management (CRM):DHL give many advertisements by using radio, newspaper, bill board, television etc. If any people contact with them after watching that advertisements, on that time their marketing department try to write peoples name as a pro-client in their entry list. After completing this steps marketing department send this information to their boss for giving the excess to handle. After fill this step they try to fix a meeting with that people and discuss everything. Step by step they go for their goal. And finally organization sells their product or service to the customers. And they try to long lasting relationship with their customers.4.10PESTEL analysis:A PESTEL analysis for DHL must consider all the important external factors impacting on the company. These factors may have political, economic, sociological, technological, legal or environmental dimensions. A PESTEL Analysis for DHL is described below:4.10.1 PoliticalThe political analysis must include the impact of local and national government, and the international situation.Changes in government policy might affect the business of DHL. For example, A decision to subsidies some important project of the company such as launching a new office, or starting a new market plans. An increase in unemployment due to a downward turn in the world economy. Many political issues such as strike, Hartal etc. may affect the work status of the company.4.10.2 Economic:The future of the company depends on economical condition. The economy affects a business of DHL in terms of

Taxation Government spending General demand Interest rates Bangladeshi and global economic factors Impact on sales of the credit crunch . Fig: 12 PESTEL analyses4.10.3 Social: Sociological analysis is all about analyzing the background of social culture. It is not permitted in our society that a girl can stay outside of the house after 10PM. So, sometimes it becomes too hard for us to provide 24 hours services. Besides, it creates gender discrimination in recruitment process as of women are not capable of working late night.4.10.4 Technological:Technological factors are usually easier to spot, because new technologies involve change, and change is always noticed. It sometimes becomes too hard to come up with the technological changes. As the company deals with high quality of software development it requires high configured PC and updated software to fight with the other competitor. But most of the company is not showing interest to get the update version of software. Always technological advanced is not helpful to us.4.10.5 Legislative:The change created by technological advances often lead to legal problems, which is why legal analysis is always an important part of a PESTEL analysis.The legislation in society affects the business.For example, Changes in employment laws on working hours. Government approval to run the business. legal identity of the company Rules and regulation about running business in our country.4.10.6 Ethical: It is our duty to maintain the ethical responsibility by keeping our customer work more secured so that no one can leak out from our end. DHL always ensures the best safety policy to maintain secrecy of the designs. 4.11Budgeting:Budgeting is a necessary part of a marketing plan. It helps the company to understand the effects of the actions in the marketing plan. The budget should show the costs and profits of the marketing actions. The budget is furthermore made to help to control the marketing costs and to evaluate the necessary resource usage for the marketing. DHL marketing plan typically includes like as marketing development strategy, Branding, positioning strategy, sales promotion, marketing mix, target market, major marketing campaign etc. the purpose of marketing plan is to develop new ideas for improving sales volume. And the budge of marketing plan cost is depending on organization ways.

4.12 Comparative analysis with others:

The competitors of the Divine Holdings Ltd. are as following:

Bridge Holdings Ltd. Alliance Holdings Ltd. Asset Developments and Holdings Ltd. Assurance Holdings Ltd.

Comparison with Bridge Holdings Ltd.:

Here I compared Divine Holdings Ltd. with Bridge Holdings Ltd. This two are leading Holdings companies in the country. Here I have showed comparisons of Divine Holdings Ltd. with Bridge Holdings Ltd. I mainly focused the recent performance of both companies.

Divine Holdings Ltd.:

Bridge Holdings Ltd

DHL is Private Limited Company. Having 7 years experience as one of leading Holdings Company in the country. Having 8 ongoing projects. Having above 250 employees. Reputation in handover the projects with due time. Having Over Draft account in the bank. Having good operating revenue. Their profit was about 50.3 million BDT in the last year. Market dominance. Having enough equipment thats why they need not to rent or hire from other companies. The ongoing projects value is approximately 1050 million BDT. Running several projects not only Dhaka city but also Coxs bazaar, Chittagong city area. Having another self building situated in Uttara, Dhaka. Website is not well designed. Market share is 20%.

Bridge Holdings is a Private Limited Company. Having good reputation in construction business. Having only 5 ongoing projects. Having 30 years experience but they are not doing better than DHL. Having only about 200 employees. Their all projects value is less than the DHL. Their profit was about 30 million BDT in the last year. Having good operating revenue but not as like DHL... Sometimes they need to hire equipments to run the projects work. Running several projects in Dhaka city area only. Projects handover process is lengthy. Having well designed website. Present market share is 15%.

Part 05

Chapter 05Actual Task Part

5.1 Working on DITF5.2 Working on corporate office5.3 My Responsibilities in Sales Team5.4 Working on credit realization 5.5 My Experiences at DHL

As I have done my internship Divine Holdings Limited. I have started my internship on 13th January, 2015. I was engaged with different work in the company. I did internal and external work like (marketing filed work, Customer identification, working telemarketing, Working DIFT, Working on marketing team, and so on). I enjoyed my duties very much. And the employees were very helpful to do my work. They always suggest and assist me how to do and what to do which makes my duties quite possible and easier. The duties performed by me during internship are as follows:

5.1Working on DITF:

First day of my joining, I was sent to Dhaka International Trade Fair by an employer named Mr.Md. Akter Hossain, Marketing Executive under S.M. Shahadat Hossain Bahar of that company and also said to him to provide launch when I am in there. . The reason was, The Chief marketing officer S.M. Shahadat Hossain Bahar said to me to learn for 2/3 weeks from bottom level of marketing system to understand the whole sales system, after that you will rejoin in here marketing department.

Me in front of main entry gate into DHL stall.

On second day, I was set to DITF in a vacant desk with a Laptop and my colleague worked here on marketing, from whom I was learnt how to fix pricing for a new suite share.

5.2Working on corporate office:

On 12th February, 2015 I have joined in corporate office under Mahfujur Rahman (Shipon) Deputy manger (sales and Mkt) Officer. He always suggests and assist me how to do and what to do which makes my duties quite possible and easier.

5.3 My Responsibilities in Sales Team:

To contact with Client & Customer by the Telephone Face to face meeting with the Client & Customer To visit the Project of Divine Sydney city & others project. Develop and maintain a customer database To attend the Marketing meeting time to time. Plan and conduct direct marketing activities Make sales calls to new and existing clients Develop and make presentations of company products and services to current and potential clients. Maintain sales activity records and prepare sales reports.

5.4 Working on credit Realization: I was working on credit realization department. I have collected monthly installment amount form the customer and made a monthly credit realization report. After preparing that report I had submitted it to account & finance department of DHL. Received credit5.5 My Experiences at DHL:

During my internship, I was placed in the department of marketing of the Divine Holdings Ltd. , I was worked under (CMO) S.M. Shahadat Hossain Bahar as a part of sales team. DHL is one of the renowned Housing companies in Bangladesh. DHL 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.

As an intern, I worked in the DHL. For 12 weeks. As an intern, I have the opportunity to do different types of tasks; especially I participated in different marketing activities of the company which broadened my perception about a companys operation. Where I got a chance to observe the corporate clients, customers behaviors and listen to their demands and expectations. I worked in sales team for the purpose of marketing campaign and DHL sales team is really cooperative and friendly they are always suggest me how to identification a good customers and how to motivate a good customer. I worked in marketing team and credit realization department. All my colleagues were really cooperative and friendly to me. I enjoyed working in DHL.

Part 06

Chapter 06Research part

6.1 Defining problem6.2 Selection of the topic6.3 Methodology of the study6.4 Respondents element6.5 Time Frame6.6 Budgeting6.7 Sample Size6.8 Sample technique6.9 Sampling plan and procedure6.10 Analysis of Data6.11 Hypothesis Development

6.1 Defining problem:

During my internship I have worked in the marketing department of Divine Holdings Ltd and I have gathered much practical experience that helps me to build my career. Marketing department is the driving force for a company. It takes some profitable steps to collect company finance. The performance of marketing department is good, but I have found some inequality between the customers and the organization. So, I want to find it out, on my research part and lastly I will provide some recommendations, so that they can use those, if they want.

6.2 Selection of the topic: Here the analysis topic Marketing Plan of Divine Holdings Ltd.. The topic of the study was chosen in consultation with the honorable supervisor. While assigning the topic necessary suggestions were provided by honorable supervisor to make this project report a well organized.

6.3 Methodology of the study:

By taking the help of the primary data, I have made this report more effective. I have collected data from the company, different Real estate /holdings companies and REHAB website. Moreover, I have conducted primary research which consists of the opinions of different classes of people. I will be conducting the primary research through door to door survey, mailed questionnaire, personal interview and group discussion with friends. And my sample size will be 50. To make the data meaningful I have done Frequency and graphical presentation etc. In order to prove the hypothesis I have taken some variables as independent variables.

6.4 Respondents element:

The total respondents are two classes:

Executive employee Business people 6.5 Time Frame:

EventsTime

Primary Data10 days

Secondary Data10 days

Analysis of Data15 days

Total35 days

Fig13: Time frame6.6 Budgeting:

CriteriaCost (BDT)

Data Collection700

Transportation500

Processing, Printing, and Binding1500

Total2700

Fig14: Budgeting6.7 Sample Size:

The sample size of this study has been consisted of the Business people, employers of the company, and Service holders. A total of 50 respondents have been conducted. Here,n = sample size = 50

6.8 Sample technique:I have used Likert scale to get the response from the customer .I would like to know whether respondents are (1)Strongly Disagree (2), Disagree (3) Disagree Neither Agree Nor Disagree (4), Agree (5), and Strongly Agree

6.9 Sampling plan and procedure:

Actually it is not possible to talk each and every customer for filling up the question. For conducting this research, I have followed the probabilistic sampling procedure in order to select the sample which is Simple random sampling.

Fig 15: Selecting sample by random sample methodThe rationality behind following simple random method is to given equal weight to each elements of the population to have the chance of being selected for the sample.6.10 Analysis of Data:

After collecting all the data I had analyzed all the data. Individually I had analyzed the data by myself. Then I had made the comparison of data and explain it through graph, chart, table etc. I have used MS Word, MS Excel to analyze data. Also the Parametric and non-parametric statistical tools and basic statistical techniques have been used. Based on my analysis I have made findings, limitation, recommendation and conclusion. Finally I will present my research in front of audiences.

6.11 Hypothesis Development:

With a view of fulfilling the objectives some relevant hypothesis have been formulated for this study:

01. HA: DHLs marketing plan is more concerned about existing and new customer. 02. HA: Their promotional strategies are market oriented.03. HA: The company considers different types of advertisement to increase sales.04. HA: The price of their overall products or services is comparatively reasonable to the customers.05. HA: The sales team of DHL is capable enough to achieve the satisfaction of prospective customer.06. HA: DHL develop an integrated clicks to-pick strategy.07. HA: DHL strongly committed to customer to fulfill their needs and wants.Necessary Formula to calculate Z Test valueHypothesis rangeH1H2H3H4H5H6H7

1=Strongly Disagree02041005120605

2=Disagree04060903150807

3=Neither agree nor disagree08100507091405

4=Agree1314121870818

5=Strongly agree2316141771415

Total201182161189132166181

Average ()4.023.643.223.782.643.323.62

Standard Deviation()1.281.371.591.371.401.441.42

Z-test value8.355.883.206.740.804.15.8

Figure16: Summary of responses of the respondents& manual calculation(Sources: Questionnaire Survey)

N.B: In a 5-point scale, the mean value is 2.5

Z table:Probabilityz value

0.200.85* this is often used in in power calculations power=0.8, =0.2

0.101.29

0.051.65* this is often used for testing statistical significance p=0.05

0.0251.96* this is often used to define the 95% confidence interval (2.5% each side)

0.012.33

0.0052.58

0.00252.81

0.0013.10

1. HO: DHLs marketing plan is not more concerned about existing and new customer. HA: DHLs marketing plan is more concerned about existing and new customer.

xififixifixi xi

1222

24816

382472

41352208

523115575

50201873

Ho =2.5HA: >2.5

n=50, Level of significance: 5% = 0.05

Here, =

=

=

=

])02.4(49873[2

=

= 1.286

Zcal= (-)/ (/n) = (4.02-2.5)/ (1.286/7.07) = 8.35At 5% level of significance, follows Z -distribution Z0.05 =1.645Since Z cal> Z tab the (8.35>1.645) null hypothesis is not accepted.

Figure-17At 5% level of significance, it is proved that marketing plan is more concerned about existing and new customer.

2. HO: Their promotional strategies are not market oriented. HA: Their promotional strategies are market oriented.

XiFiFixiFixi xi

1444

261224

3103090

41456224

51680400

50182742

Ho =2.5HA: >2.5 n=50, Level of significance: 5% = 0.05

Here, =

=

=

=

])64.3(49742[2

= = 1.375

Zcal= (-)/ (/n) = (3.64-2.5)/ (1.375/50) = 5.88At 5% level of significance, follows Z -distribution Z0.05 =1.645Since Z cal> Z tab (5.88>1.645) the null hypothesis is not accepted.

Figure-18At 5% level of significance, the survey proves that their promotional strategies are market oriented.3. HO: The Company does not apply different types of advertisement to increase sales.

HA: The Company considers different types of advertisement to increase sales.

XiFiFixiFixi xi

1101010

291836

351545

41248192

51470350

50161633

Ho =2.5HA: >2.5

n=50, Level of significance: 5% = 0.05

Here =

=

=

=

])223.(49633[2

=

= 1.59

Zcal= (-)/ (/n) = (3.22-2.5)/ (1.59/50) = 3.20At 5% level of significance, follows Z -distribution Z0.05 =1.645Since Z cal > Z tab (3.20>1.65) the null hypothesis is not accepted.

Figure-19At 5% level of significance, it can be said The Company considers different types of advertisement to increase sales4. HO: The price of their overall products or services is not comparatively reasonable to the customers.

HA: The price of their overall products or services is comparatively reasonable to the customers.

XiFiFixiFixi xi

10555

203612

3072163

41872288

51785425

50189793

Ho =2.5HA: >2.5n=50, Level of significance: 5% = 0.05

Here =

=

=

=

])78.3(49793[2

=

= 1.37

Zcal= (-)/ (/n) = (3.78-2.5)/ (1.37/50) = 6.74At 5% level of significance, follows Z -distribution Z0.05 =1.645Since Z cal> Z tab (6.74>1.645) the null hypothesis is not accepted.

Figure-20At 5% level of significance, this survey proves that the price of their overall products or services is comparatively reasonable to the customers.

5. HO: The sales team of DHL is not capable enough to achieve the satisfaction of prospective customer.

HA: The sales team of DHL is capable enough to achieve the satisfaction of prospective customer.

XiFiFixiFixi xi

1121212

2153060

392781

40728112

50735175

50132440

Ho =2.5HA: >2.5

n=50, Level of significance: 5% = 0.05Here

=

= 1.42

Zcal= (-)/ (/n) = (2.64-2.5)/ (1.42/50) = 0.8At 5% level of significance, follows Z -distribution Z0.05 =1.645Since Z cal< Z tab (0.82.5Ho =2.5

n=50, Level of significance: 5% = 0.05Here

=

= 1.44

Zcal= (-)/ (/n) = (3.32-2.5)/ (1.44/50) = 4.1At 5% level of significance, follows Z -distribution Z0.05 =1.645Since Z cal> Z tab (4.1>1.645) the null hypothesis is not accepted.

Figure-22At 5% level of significance, it can be said that 28% respondent are agreed that DHL develop an integrated clicks to-pick strategy.

7. HO: DHL is not strongly committed to customer to fulfill their needs and wants. HA: DHL strongly committed to customer to fulfill their needs and wants.

Ho =2.5HA: >2.5

XiFiFixiFixi xi

10555

2071428

3051545

41872288

51575375

50181741

n=50, Level of significance: 5% = 0.05Here

=

= 1.42

Zcal= (-)/ (/n) = (3.62-2.5)/ (1.42/50) = 5.8At 5% level of significance, follows Z -distribution Z0.05 =1.645Since Z cal> Z tab (5.8>1.645) the null hypothesis is not accepted.

Figure-23

From this study it is revealed that 36% respondents are agreed, So DHL strongly committed to customer to fulfill their needs and wants.

Part 07

Chapter 07Findings, Recommendation & Conclusion

7.1 Findings7.2 Recommendations7.3 Summary

7.1 Findings:I. From this study it is revealed that 72% are agreed and 12% are disagreed that DHLs marketing plan is more concerned about existing and new customer. II. From this study it is revealed that 60% is agreed and 20% is disagreed that their promotional strategies are market oriented.III. From this study it is revealed, that52% is agreed and 38% is disagreed that The Company considers different types of advertisement to increase sales.IV. From this study it is revealed, that 70% is agreed and 16% is disagreed that the price of their overall products or services is comparatively reasonable to the customers.V. From this study it is revealed, that 28% is agreed and 52% is disagreed that the sales team of DHL is not capable enough to achieve the satisfaction of prospective customer.VI. From this study it is revealed, that 46% is agreed and 28% is disagreed that DHL develop an integrated clicks to-pick strategy.VII. From this study it is revealed, that 66% is agreed and 24% is disagreed that DHL strongly committed to customer to fulfill their needs and wants.

7.2 Recommendations:

I. I through a question to DHL customers, DHL more concerned about existing and new customers. And maximum of them compliance with us that, DHL take good care about exist and new customers. As I got good response from market after that, I would like to tell them to sort/find the risk factors and minimize it. I also want this organization perform very well in market and accelerate their business.

II. DHL should ensure that their promotional strategies are market oriented. Because behind of every business customers are everything. To capture this huge numbers of customers their promotional activities should be creative and must be market oriented. If there is any dissimilarity regarding t