1

Independent University, Bangladesh

Course Title: Strategic Management

Course ID: MGT - 490

Section: 6

Semester: Autumn-2023

Submitted to: Mr.Md.Awal Al Kabir

Date of Submission: 15th December, 2023

Topic – Strategic Management Practices in Bashundhara Group

Submitted by:

Name ID
MOST.Mahin Tabassum 2030052
Mahajabin Mostary 2030053
Anas Bin Habib 2020155
Md Ragib Hasan 2022802
Shirajul Haq 2120252
Md Muniruzzaman 2130054
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Letter of Transmittal

To,

Md Awal Al Kabir

Department of Management

School of Business and Entrepreneurship

Independent University, Bangladesh (IUB)

Bashundhara R/A, Dhaka

Subject: Strategic Management Practices for Bashundhara Group.

Dear Sir,

With due respect, it is our pleasure and honor to be your students and have this opportunity to conduct this
report. While preparing the report, we have given our best effort. We have provided all relevant information
and we believe and hope that my research analysis will provide a clear conception about my findings.

We gave our best to accumulate required information and we will be more than happy to answer any question
and clarify it fully to your understanding. Thank you for all your help and support which was pivotal in
preparing this report.

Your Sincerely,

Team Mavericks
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Contents
.............................................................................................................................................................................................. 1
Executive Summary:.............................................................................................................................................................4
Introduction.......................................................................................................................................................................... 6
PESTLE analysis of Bashundhara Group................................................................................................................................7
Company Profile...................................................................................................................................................................9
Organogram for Bashundhara Group.............................................................................................................................11
List of SBUS......................................................................................................................................................................... 12
Value Chain Model..............................................................................................................................................................14
Primary Activities.......................................................................................................................................................14
Support Activities.......................................................................................................................................................15
SFAS Matrix for Bashundhara Group..................................................................................................................................15
Growth Strategies...............................................................................................................................................................17
Stability Strategy.................................................................................................................................................................18
Business-Level Strategy......................................................................................................................................................19
Functional level strategy.....................................................................................................................................................20
Corporate social responsibility...........................................................................................................................................25
Porter’s Five Forces Model.................................................................................................................................................26
Threat of New Entrants:..................................................................................................................................................27
Threat of Substitutes:......................................................................................................................................................27
Bargaining Power of Buyer:...........................................................................................................................................27
Bargaining Power of Supplier:........................................................................................................................................27
Competitive Rivalry:.......................................................................................................................................................28
BCG Matrix..........................................................................................................................................................................28
Recommendation...............................................................................................................................................................29
Conclusion.......................................................................................................................................................................... 29
References.......................................................................................................................................................................... 31
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Executive Summary:
The comprehensive report analyzes the strategic management practices of Bashundhara Group in Bangladesh
with an emphasis on significant elements like Strategic Business Units (SBUs), Corporate Social Responsibility
(CSR), PESTEL analysis, VRIO framework, Value Chain analysis, SFAS Matrix. The goal is to evaluate how
the Bashundhara Group's strategies impact its development and ability to compete in Bangladesh's diverse
business climate. It also provides an outline of the history of the Bashundhara Group and its many business
areas, which include consumer products, cement, paper, real estate, food, technology. The strategic
management techniques used by Bashundhara Group have been crucial to its continued success and expansion
in Bangladesh's business environment. The research encourages Bashundhara Group to keep an eye on
innovation, sustainability, and stakeholder participation as it navigates forthcoming opportunities and
challenges. Additionally, the company can consider enhancing transparency in its strategic engagement in order
to maintain its position as a market leader and forge stronger connections with stakeholders. Finally, the
strategic management methods used by Bashundhara Group provide a helpful case study for businesses aiming
to achieve long-term development, adaptability, and resilience in a rapidly changing sector. In order to sustain
its competitive advantage, the research advises Bashundhara Group to keep putting a strategic priority on CSR,
technological integration, and diverse activities. Furthermore, the group's strategic decision-making process
may be improved by incorporating insights from diverse analysis. The excellent Strategic Management
Practices of Bashundhara Group, as clarified through these frameworks, offer a useful guide for businesses
aiming to attain strategic excellence, social impact, and long-term success in complicated and changing
business settings.
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Individual Contribution
Contribution Table

Name ID Contribution

Anas Bin Habib 2020155

Md Ragib Hasan 2022802

Shirajul Haq 2120252

MOST.Mahin Tabassum 2030052

Mahajabin Mostary 2030053

Md Muniruzzaman 2130054
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Introduction

The strategic management practices of firms are crucial in determining their success,development, and
sustainability in a constantly changing business environment. To overcome obstacles and seize opportunities,
the market's dynamic nature necessitates strategic insight, flexibility, and creativity. The Bashundhara Group in
Bangladesh, a conglomerate recognized for its diverse business portfolio that includes food and
beverage,paper,toiletries,technology,airways,cement,real estate and consumer products etc, is the subject of this
report's analysis of strategic management practices. This research aims to offer useful insights into how the
organization's strategies have contributed to its competitive advantage and lasting presence within the
complicated business environment of Bangladesh by analyzing the strategic efforts done by Bashundhara
Group. In a conglomerate like the Bashundhara Group, the Report emphasizes the value of strategic
management techniques. Conglomerate structures have both benefits and drawbacks, making good strategic
planning and execution essential for long-term success. The following sections of the report will focus on
particular facets of Bashundhara Group's strategic management, such as its CSR,initiatives, external
environmental analysis using the PESTEL framework, internal resource evaluation using the VRIO framework,
the optimization of value chain activities, strategic factor analysis using the SFAS Matrix. This research
attempts to offer a comprehensive knowledge of how Bashundhara Group's strategic decisions have been
developed, carried out, and in line with its long-term goals by looking at various strategic management
techniques. The lessons discovered from Bashundhara Group's experiences can be an invaluable resource for
other businesses aspiring to achieve strategic excellence and sustainable growth in a dynamic and demanding
business environment. Organizations around the world are searching for innovative strategies to thrive in
competitive markets.
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PESTLE analysis of Bashundhara Group

By PESTLE analysis we can analyze some external factors which can affect business . Those factors are
political , economic , social, technological , legal and environmental . It basically highlights some extrinsic
scenarios which impact the business . The PESTLE analysis of Bashundhara group will help us to understand
market dynamics and can help to improve their business .

Political factor :Bangladesh is following parliamentary democracy .Over the years, the country has
experienced periods of political stability,we didn’t notice any extreme situation we faced before 2009. But
obviously we saw tension between two major political parties, the Awami League (AL) and the Bangladesh
Nationalist Party (BNP).The rivalry between these two parties has always been on tv or social media but not in
the field politics. It’s hamparing the democracy but this stability is quite good for business. The Bashundhara
group is one of the leading groups in Bangladesh . They produce different types of items . so the political
situation affects their business so much . Bad political conditions can drop the local sales. Besides, there are
some occurrences where their business is managed through the political system .

Economic Factors: Economically Bangladesh is growing day by day. But recently we saw a GDP drop which
is alarming for us . But in the last few years we have maintained a steady GDP growth rate which makes our
country an alternative market for businesses to invest in and expand their operations.Now our GDP growth rate
is 6.9% .After covid maintaining these growth rate is showing our economic situation. The labor market is a
significant component of a country's economy. We get labor at a very low price . which helps us to improve
economically. The Bashundhara group is also taking advantage of these factors. But we saw the dollar rate is
increasing day by day. We are not in favor of business.

Social Factors : Bangladesh is a culturally enriched country . Here we can see different culture.Bangladesh is
a melting pot of diverse cultures , religions and ethnicities. And the population is huge. People density is
highest here. Almost 170 million people live here . 98% of them are known as bengali. Islam is the most
practiced religion here. Besides hindus ,christian and Buddhists also live here. Most people were living in
villages .But in recent years people are moving to cities rapidly . But there is a noticeable difference between
rural and urban lifestyle . Urban areas tend to be more cosmopolitan and modern where rural areas may hold
onto traditional values and customs .These values are based on religious , cultural and regional differences and
it can influence practices related to marriage , festivals and their daily life.
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Technological Factors : Our world is moving to technological advancement. Recently we saw how AI took
place in the corporate world. So if we want to sustain ,we have to think about technological innovation and
application.Investment in contemporary technology is one of the most important technological components for
any organization. Bashundhara being a leading group has focused on implementing cutting-edge machinery and
equipment across its numerous industries including textiles, cement, ceramics and consumer goods to enhance
their efficiency and productivity.To improve its business operations, such as supply chain, customer
relationship management and financial systems can drive the digital transformation of organisations.Besides
focusing on R&D can be beneficial. Because it always motivates us to innovate new things . Bashundhara is
developing their R&D sector and getting technological advancement day by day.

Legal Factors : Because Bashundhara Group is a conglomerate, it is governed by law and rules governing the
formation, management and dissolution of businesses. Bashundhara follows rules to stay out of legal trouble
and preserve its credibility. Bashundhara Group must comply with employment laws and regulations . By this
law there are penalties for breaking them, including legal action and reputational damage. This is subject to The
Bangladesh Labor Act 2006. This is a broad piece of Law employment rights, working conditions and Labor
relations. This applies to all businesses and organizations operating in Bangladesh engaged in trade, industry,
business or service. The Government has made The Environmental Conservation Act of 1995,The Contract
Act, 1872, The Income Tax Ordinance, 1984,Health and Safety Laws. For the economy friendly trade
environment these laws should be followed by the companies . As Bashundhara group has several businesses
they are aware of these laws and they follow these laws.

Environmental Factor : Bangladesh is a low-lying deltaic country in South Asia.Padma, Brahmaputra,

Meghna rivers all pass through it.Because of its geographic location it is prone to Flooding, especially during
the monsoon season. Bangladesh is one of the most vulnerable countries on the planet to climate change.Rising
sea level, more frequent and stronger cyclones, droughts and unpredictable monsoon bring danger to it. These
can cause land loss, eviction
of people, and infrastructural damage.Then air pollution is increasing day by day. : Vehicle emissions,
industrial activity, and building these all are contributing factors to an increase in air pollution in big cities like
Dhaka. Deforestation is increasing because of urbanization. As a result we have lost many species ,habitats and
biodiversity . Our water is polluted because of unplanned industrial waste management . After all these now we
are focusing on environmental damage control. We are focusing on renewable energy , waste management and
many more environment friendly activity.
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Company Profile

Bashundhara Group is one of the largest and diversified industrial conglomerates in Bangladesh. Established in
1987 by Ahmed Akbar Sobhan, the group has grown to become a major player in various sectors of the
economy, contributing significantly to the country's economic development. Bashundhara Group commenced
operations as a real estate venture under East-West Property Development (Pvt) Ltd, achieving remarkable
success in Dhaka's competitive market. The success of the real estate project fueled the group's expansion into
diverse sectors, including manufacturing and trading. More enterprises were established in the early 1990s with
ventures in cement, paper, pulp, tissue paper, LPG bottling, and distribution. In less than a decade, Bashundhara
Group witnessed significant growth, launching additional schemes in land development and real estate to
enhance client responsiveness.

The establishment of Meghna Cement Mills Limited marked the group's entry into the stock exchanges. With
over 20 major concerns in different areas of the country, Bashundhara Group has become a prominent player in
various industries. Bashundhara City, a multi-faceted shopping mall and recreation center, stands out as a
landmark project, strengthening ties with the public through unique commercial and recreational offerings.

In 2009, the group diversified into the media industry with East West Media Group Ltd, owning major
publications such as "Kaler Kantho," "Bangladesh Pratidin," "Daily Sun," and the online portal
"Banglanews24.com." The media house plans to expand further with the launch of an FM radio and a television
channel.

Bashundhara Group's success is attributed to its adaptability, innovation, and commitment to client needs.
Major investments across key sectors have contributed significantly to Bangladesh's economic stability in
financial and capital markets. The common threads underlying the group's activities are change, flexibility, and
fostering strong ties with the government, city corporations, and clients. Most projects undertaken by the group
have been success stories, instilling confidence in Bashundhara Group's promising future.

1. Founder:
Ahmed Akbar Sobhan is the visionary founder of Bashundhara Group. His leadership and strategic
vision have been instrumental in steering the group's growth and success.
2. Business Sectors:

Bashundhara Group operates across a wide range of industries, including:

Real Estate: The group made its initial mark in the real estate sector and has developed numerous residential,
commercial, and industrial projects.
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Cement: Bashundhara Group is a key player in the cement industry, producing and supplying cement to
support infrastructure development.

Paper and Pulp: The group is involved in the production of paper and pulp, catering to both domestic and
international markets.

Steel: Bashundhara Group has a presence in the steel industry, contributing to the nation's industrial and
construction needs.

Trading: Engaging in trading activities, the group deals with various products and commodities.

Media: Bashundhara Group entered the media industry with the establishment of East West Media Group Ltd,
which owns prominent newspapers and online portals.

Consumer Goods: The group produces and distributes various consumer goods, including food and household
items.

3. Achievements:

Bashundhara Group has received recognition for its contributions to economic development and its success in
various business ventures. The group's commitment to quality and innovation has positioned it as a leader in
Bangladesh's business landscape.

4. Corporate Social Responsibility (CSR):

Bashundhara Group actively engages in corporate social responsibility initiatives, focusing on education,
healthcare, and community development. The organization recognizes the importance of giving back to society
and contributes to the well-being of the communities it operates in.

5. Notable Projects:

Bashundhara City, a multi-faceted shopping mall-cum-recreation center, stands out as one of the notable
projects of the group. It reflects the organization's commitment to providing diverse offerings under a single
roof.
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Organogram for Bashundhara Group

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List of SBUS
A Strategic Business Unit (SBU) is an autonomous unit that functions independently inside a larger
corporation, with some degree of autonomy. Usually established to concentrate on a certain product line or
business sector, SBUs are tasked with creating and executing strategies to effectively compete in that market.

Bashundhara Group is expanding its business in various sectors starting from the real estate sector to the steel
industry. Bashundhara have now over 50 major concerns. They have expanded their business in different
sectors like-

Real estate, Cement sector, Paper sector, Restaurant chain, Service sector, Shipping/logistics Entertainment,
Media sector, Sports, CSR, Import-Export. In the bellow there, is the list of 52 strategic business units of the
Bashundhara Group.

1. East West Property Development (Pvt) Limited

2. Meghna Cement Mills Limited
3. Bashundhara Shipping Lines Limited
4. Bashundhara Shipping Limited
5. Bashundhara Logistics Limited
6. Bashundhara Horticulture Limited
7. Bashundhara Chemical Industries Limited
8. Bashundhara Trading Company Limited
9. Bashundhara International Trade Center Limited[
10.Bashundhara Multi Trading Limited
11.Bashundhara General Trading LLC Dubai
12.Bashundhara Employment Services
13.Bashundhara Electricity Limited
14.Bashundhara Infrastructure Development Limited
15.Bashundhara Import Export Limited
16.Bashundhara Agricultural Products Limited
17.Bashundhara Multi Agricultural Company Limited
18.Bashundhara Multi Paper Industries Limited
19.Bashundhara Amusement Park Limited
20.Bashundhara Oil and Gas Company Limited
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21.Bashundhara Multipurpose Port Limited

22.Bashundhara Textile Mills Limited
23.Bashundhara Airways Limited
24.Bashundhara Multi Food Products Limited
25.Bashundhara Technologies Limited
26.Bashundhara Paper Mills Limited
27.Bashundhara Fine Paper Limited
28.Bashundhara Pulp & Board Mills Limited
29.Bashundhara LP Gas Limited
30.Bashundhara City Development Limited
31.Bashundhara Steel Complex Limited
32.Bashundhara Industrial Complex Limited
33.Bashundhara Steel and Engineering Limited
34.Bashundhara Multi Steel Industries
35.Bashundhara Foundation
36.Bashundhara Convention Center
37.Bashundhara Dredging Company Limited
38.Bashundhara Technical Institute
39.Bashundhara Telecommunications Network Limited
40.Bashundhara Food and Beverage Industries Limited
41.Sundarban Industrial Complex Limited
42.Bashundhara Cement Industries Limited
43.Bashundhara Pre-Fabricated Building Manufacturing Industries
44.Dhaka Multi Agricultural Complex Limited
45.Sea Real Estate Developers Limited
46.East West Media Group
47.Bashundhara Kings
48.Rangpur Riders
49.Kebab Turki Baba Rafi (Bangladesh)
50.Toggi Services Limited
51.T Sports
52.Bir Cement Limited
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Value Chain Model

Primary Activities

1. Inbound Logistics: This involves the receiving, warehousing, and inventory management of
raw materials which are used to products.

2. Operations: Cement manufacturing process including crushing, grinding, blending, and kiln
processing. Cement manufacturing process including crushing, grinding, blending, and kiln
processing. Ensuring high-quality standards, efficient production processes, and optimal use of
resources.

3. Outbound Logistics: After the finished products are manufactured, they need to be stored
and transported to distribution centers, retailers, or directly to consumers.
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4. Marketing and Sales: This activity encompasses all aspects of promoting products
including advertising, branding, sales promotion, and customer engagement.

5. Services: Providing good relation and deliver proper goods.

Support Activities

1. Procurement: Sourcing and acquiring raw materials, ingredients, and supplies for cement
production.

2. R&D: Crucial for product innovation, improvement, and process enhancement in the
cement industry.

3. Human Resources: Responsible for recruiting, training, and managing a skilled and
motivated workforce.

4. Firm Infrastructure: Involves overall management, finance, administration, strategic

planning, and legal functions for cement industry. Also includes the necessary physical and
technological infrastructure such as manufacturing facilities, equipment, and IT systems.

SFAS Matrix for Bashundhara Group

Strength Weight Comment

Bashundhara Group 1 A high standard of quality

maintains a high standard of maintains on every item
quality
Have a strong brand name. 0.9 Development in a short
period of time of brands like
Bashundhara White Flour,
Bashundhara Spice Mix, and
Oil
Has an effective pricing and 0.7 An attractive pricing and
packaging approach packaging approach that is
effective
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Bashundhara Group has 0.6 Government support for a

strong support from the company is very crucial.
government.
Weakness
Bashundhara depends on 1 Bashundhara Depends on
outbound sources outbound sources for its basic
raw materials
High levels of competition 0.8 High levels of competition
prohibit Bashundhara Foods
and Beverage from increasing
its market share
Irregularity in the supply of 0.7 Manufacturing inefficiencies
items occurs as a result of can occasionally lead to
manufacturing inefficiencies. irregularity in the delivery of
goods, which makes it
difficult for producers to
provide retailers with such
products on time.
Bashundhara Foods and 0.6 Nevertheless, despite having
Beverage Limited does not the leading market share,
collect customer feedback Bashundhara Foods and
Beverage Limited does not
gather user input, a point that
could be crucial in driving up
consumer demand for the
product.
Opportunity
Increasing the product's 1 Expanding the product's
distribution is the most distribution is the best way
effective method for consumer goods
companies to increase sales—
and the only way to do it.
Problems with manufacturing
and storage stability might
also lead to a distribution
delay.
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BFBL has a growing 0.9 BFBL has a growing

opportunity to export items to opportunity to export items to
new markets new markets that they haven't
yet been able to reach.
Regulatory power is friendly 0.7 Regulatory power that is
friendly to the interests of
domestic producers
Increased consumer 0.6 Increased consumer
awareness about health and awareness about health and
regulatory regulatory backing are
driving this industry's rapid
expansion growth.
Threat
There is intense rivalry 1 There is intense rivalry from
between multinational multinational corporations,
corporations and process licenses are
increasingly being converted
into product patents.
More foreign firms investing 0.9 More foreign firms investing
in Bangladesh's food and in Bangladesh's food and
beverage industry. beverage industry might lead
to a saturation of the present
market.
Sells decrease varying on 0.8 Sells may decrease in the
season season of late autumn and
winter.
Threats from social, political, 0.7 Threats on a social, political,
and economic levels. and economic level are
instances of unpredictability.

Growth Strategies
Growth strategies firm aims to grow considerably by broadening the scope of one of its business operations in
the perspective of customer groups, customer functions and technology alternatives, either individually or
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jointly. It includes to achieve a firm high growth profit of the organizations. Bahundhara group for their highly
uses the expansion strategies based on the Different types of Intensification, integration, Diversification and and
also they take out their product on the international explanations. They integrate their product on the horizontal
integration, and also the vertical integration. For example Bashundhara cement integrates on the vertical
integration with the king brand cement and takes it to the Bashundhara cement. They also diversified their
product on the related and also the unrelated Diversifications .The related diversification talks about the
offerings can be brought under a common umbrella For example-Bashundhara papers expand with the same
related product company like Bashundhara tissue. They also expand their product and also bring their
management trainee for their employee on the basis of the expansion corporate strategy. Bashundhara Group
also started to broadcast the sports match by starting a new SBU of Bashundhara Group. For this T-Sports
channel has been introduced to the people of Bangladesh.It has made a growth in Bashundhara Group’s
business.with a conglomerate growth strategy. Bashundhara also started to entertain the people by opening a
new SBU Toggi service following the conglomerate growth strategy. Bir cement is also a new edition of the
business unit for the Bashundhara group.

Stability Strategy
Bashundhara Group also started to broadcast the sports match by starting a new SBU of Bashundhara Group.
For this T-Sports channel has been introduced to the people of Bangladesh.It has made a growth in
Bashundhara Group’s business.with a conglomerate growth strategy. Bashundhara also started to entertain the
people by opening a new SBU Toggi service following the conglomerate growth strategy. Bir cement is also a
new edition of the business unit for the Bashundhara group.

These strategies talk about the strategy by which the organization retains its present strategy at the corporate
level and continues focusing on their present product and markets. Like
Bashundhara they have a more well-known organizations, they have many well-known product
like Bashundhara cement, Bashundhara tissue, Bashundhara LPG gas and also many more. On
their whole corporate level on the strategy they focus on their products and also focued on the
present stability. Sometimes they also adopted by the firms that are risk averse, usually the small
scale businesses or if the market conditions are not favorable, and the firm is satisfied with its
performance, then it will not make any significant changes in its business operations. They
implemented the pause/proceed with caution, no change strategy and profit strategy. Sometimes,
the firms, which are slow and reluctant to change finds the stability strategy safe and do not look
for any other options and also they are concern about the present value of the market. They work
with a fully corporate level strategy and aware about their market all of the product
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Retrenchment Theory
That strategy talk about the Retrenchment strategy where the firm are restructure, sell and divest
a business structure. Bashundhara Group sometimes take that kinds of retrenchment strategy for
their companies cost reductions, streamline operations and establish a cash flow. They always
focus on their cash flow statement and if the cash flow goes good they take it for the
reinforcement theory .For these theory sometimes they focused on the Turnaround strategy
which is the restricting strategy for the realigning the operations to be the cost efficient, and
also be a profitable. They also use divestment theory if any of their product line become losing
the corporate objectives. Generally the turnaround strategy are not effective then the divestment
strategy follow their company

Business-Level Strategy
Business level strategy talks about top level decision regarding a product or a service. For example
Bashundhara coming up with cement that target business professions this is the business level strategy. Top
level decision regarding the line of cement. When coming up new product this is the question that the company
has to answer themselves first. 1. Which customer segment you target? 2. How will satisfy this people? 3. What
is the service? This things coming up before setting a business when these questions answer Bashundhara are
ready then they get these two positions. 1. Low cost and 2.differentiation. A company can implement proper
business level
strategy to maximize the life of the organization. The main objective is to do this which helps a
company to attaining its mission. Moreover, business level strategy helps to gain competitive
advantage by providing value to customers and exploiting core competence. They face many
kinds of problems and challenges, so they change their business strategy. East west property
development was the flagship business for Bashundhara group. After that the company changed
their strategy and go for diversification. In 1996 they started new business in cement industry at
Mongla and Madanganj with world largest technology”VRM”. Then they started the steel
business, LP gas bottling and distribution, tissue paper and so on. They did not segment any
individual group for their products to use. They produce all the goods for the mass people of our
country. They differentiate their real estate business one step ahead for the project they look in
1980 named Bashundhara Residential Area. Now they have all the facilities for the people who
are living in this area like, school, university, hospital, shopping mall, and bazar their
competitors. So, it is obvious that Bashundhara group follows diversification strategy as its name
says that it is a group of company, means they have production line in different industries.
However, if Bashundhara wants to obtain leading position in the market they need to add more
variation to their products to make themselves aloof from other competitors. They also follow
 20

blue ocean strategy that’s why other competitors cannot enter the market easily. They need to
innovate something which their competitors did not think of. For instance

Invest unique and new technology

This is one of the major reasons for success for any company. Since, Basundhara is competing in
steel industries for ship building, where competitors is very high, then can follow this stagey and
implement new technology like shipbuilding robotics. They can come up with this new technique
and formula that will give them a breakthrough.

More investment on R & D

More research and development will bring success. For this, all the successful companies in the
world invest huge amount of money on R & D. By investing more on R&D they will be able for
innovate unique formula that will help them to cut down production cost of materials and will
give them an extra benefit

Introduce ready mix concrete

Though a lot of companies in Bangladesh have this ready mix concrete, bashundhara did not
introduce ready mix concrete yet. So, they must come up with ready mix concrete in order to
keep their position competitive in cement industry

Functional level strategy

Functional level strategies includes strategies to use HR, dispensing assets, distinguishing
functional zone inside the association, and coordination of those zones for ideal commitment to
help making progress in organization's business level strategy and corporate level strategy.
The essential requirement to ensure superior profitability of Bashundhara Group lies in
influencing the best mix of the resource and capacities it have. The most relevant departments
required to execute the plans according should ensure four fundamental agenda in the majority of
their endeavors. They are:
Efficiency
Bashundhara Group’s employees' work efficiency is overall good. Their management team works
well in every sector perfectly. Also, they accomplish any task to the need of their
consumers.
Quality
Bashundhara Group’s product quality is very good because they always give value to customers
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choices. They have many products but their main business is based on Real Estate. Their real
the estate business is the most popular business in Bangladesh and over the world. Moreover, their all
products are very reliable and excellent those combining the company a good organization
Innovation
Bashundhara Group always did experimented with technologies. But their innovation was pretty
low. For that reason, they can’t target more people. They should try to produce more generic
product and services with new and potential innovation technologies so that they can target a
large customer group.
Customer Response
Bashundhara Group always try to improve their customer responsiveness. It also improve their customer
retention rate therefore increase the profit. If any consumer complain any type of problem, they always try to
response and solve the problem smoothly and smartness. They need to improve their fast customer problem
solving

Utilizing human resources

For any business to progress using on human resources is an unquestionable requirement. Human resources are
the capital for any organizations. In order to do well in the remote market, Bashundhara Group's human
resources department acts in like manner to the worldwide economic situations. They are contracting
Bangladeshi workers, employing in light of the fact that possess own country’s thinks better about the claim's
way of life and key strategies to get achievement the association. Another ramification is to encountering the
current employees and management with the BD business approach, culture and so on. They are giving skill
based training to build up the skills of the workers
Allocating resources and Financial Plan
A business is fruitful when it's each part is independently effective. Bashundhara Group is
fruitful in the domestic market in light of the individual achievement of all the part identified
with the association. Finance accounting department is the most critical department of an
association. Allotting resources, producing reserves, contributing on the forthcoming ventures
are the fundamental errands of the department. Thus, it is basic just as crucial for the business.
As Bashundhara Group wants to take the foreign market other than the domestic market that it
will require powerful hazard the executives, money control framework additionally recognizing the wellspring
of assets and utilization of those assets require a best finance group all through the association. Whenever
required, foreign finance department can be employed for explicit foreign forecasting just as putting resources
into the foreign market
Well organized R&D
R& D stands for Research and development. An efficient group can bring gigantic
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accomplishment for any organizations. Bashundhara Group is domestically fruitful as their

experience it has in the industry. But if it needs to move further and bring same achievement in
the foreign markets it requires a strong R and D department. R& D is an integral part of
Bashundhara Group. Without proper research invading into foreign markets would result in
failure. But with a proper research and forecasting, a business can increase enough data and
information to actualize its business level strategies and corporate level strategies effectively.
Marketing
Bashundhara Group used to charge less royalty for their licensing, yet they charge no percentage from their
client's sales since it costs them billions of dollars. This pricing strategy is successful however we prescribe
them to change their evaluating strategy. Since we prescribe them to pursue broad differentiation we prescribe
them to likewise charge most elevated royalty fee. We likewise prescribe them not to charge any rate from their
client's sale like previous. They additionally should be nearer to their client. With the goal that they know their
client's need and can pass on the data to their innovative work. It will likewise assist them with recovering their
notoriety.

Information system
Bashundhara Group always attempt to fabricate a focal or central database. It assist them with keeping a free
progression of data among various departments. It is vital to be sorted out. In the event that they neglect to do
that, at that point they endured seriously. It is essential to keep pace with what client need and what they are
attempting to make

Types Of strategy

SBU’s Product or Service Types of strategy

East West Property Bashundhara Housing Focus

Development (Pvt) Differentiation
Limited

Meghna Cement Mills Bir Cement, King Brand cement Cost Leadership
Limited

Bashundhara Shipping Ship Broker, Technical Management, Trading, Shipping Agency Focus
Limited Differentiation
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Bashundhara Logistics Bashundhara Logistics, Bashundhara Dredging Cost Leadership

Limited

Bashundhara All type of chemical products Cost Leadership

Chemical Industries
Limited

Bashundhara Trading Bonds, stock Cost Leadership

Company Limited

Bashundhara Bashundhara Employment services provides recruitment, training, Focus

Employment Services and consulting services to clients. differentiation

Bashundhara Import BG imports of materials from various origin e.g Stone Chips & Cost focus
Export Limited Aggregates, Chemical, Coal, Fruits, Paper, Food & Beverage and
other trading goods & commodities from the sources outside of
this country.

Bashundhara Multi All kinds of paper related items. Cost leadership

Paper Industries
Limited

Bashundhara Toggi fun world Focus

Amusement Park differentiation
Limited

Bashundhara Oil and Polymer modified bitumen,Penetration grade bitumen, Diesel Differentiation
Gas Company Limited fuel, Naphtha oil, Furnace oil etc.

Bashundhara Airways Flight Service Focus

Limited Differentiation

Bashundhara loading and unloading of goods, storage facilities, and Cost Focus
Multipurpose Port transportation links
Limited

Bashundhara Multi Cooking oils, Food preparation, nec Edible fats and oil Cost Leadership
Food Products Limited
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Bashundhara Link3 Technologies, Bashundhara Group IT Differentiation

Technologies Limited

Bashundhara Paper Paper Manufacturing, MG Poster Paper, MG paper, KRAFT, liner Cost leadership
Mills Limited paper

Bashundhara LP Gas Gas Cylinder Cost Leadership

Limited

Bashundhara City Bashundhara City Shopping complex Differentiation

Development Limited

Bashundhara Steel G.I pipe Cost leadership

Complex Limited

Bashundhara Bashundhara Cement Cost leadership

Industrial Complex
Limited

Bashundhara Steel ship repairing, ship building differentiation

And Engineering
Limited

Bashundhara Multi Wire Rod ,Welding Electrode,Square Bar, Rebar in differentiation

Steel Industries Coil,Rebar,LRPC.

Bashundhara Welfare service differentiation

Foundation

Bashundhara service differentiation

Convention Center

Bashundhara Dredging service differentiation

Dredging Company
Limited

Bashundhara technical education service Cost Focus

Technical Institute

Bashundhara Food and Atta, Moyda, suji, soyabin oil,palm olein,spice Cost leadership
Beverage Industries
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Limited

Bashundhara Cement Cement Production Cost leadership

Industries Limited

Sea Real Estate Real Estate service Focus

Developers Limited Differentiation
East West Media
Group

Bashundhara Kings Sports Franchising Focus

Differentiation

Rangpur Riders Sports franchising Focus

Differentiation

Kebab Turki Baba Restaurant Focus

Rafi (Bangladesh) Differentiation

Toggi Services Entertainment Purpose Differentiation

Limited

T Sports Sports broadcasting Focus

Differentiation

Bir Cement Limited Cements Cost Leadership

Corporate social responsibility

Corporate social responsibility is referred to as CSR. A company's contribution to conducting business in a way
that is economically, socially, and environmentally sound. Integrating social and environmental issues into a
business's operations and stakeholder interactions is known as corporate social responsibility, or CSR.

Bashundhara Group performs CSR through various SBUs, such as:

1. Bashundhara Foundation
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2. Bashundhara Technical Institute

3. Bashundhara Ad-din Medical College Hospital

4. Bashundhara Eye Hospital

5. Bashundhara Special Children's Foundation

6. Bashundhara Industrial Economic Zone

7. Microcredit Program as Social Development

These firms contribute to society; some are nonprofit organizations, and some are performing activities to
contribute to the economic aspects of the country. The foundations and hospital built by the Bashundhara
Group are public services that aim for the well-being of society. Bashundhara Technical Institute, Microcredit
Program as Social Development, and Bashundhara Industrial Economic Zone target building a sustainable and
healthy economy that will stand out.

Porter’s Five Forces Model

Porter's Five Force is a model that identifies and comprehensively analyzes five competitive systems that
strengthen any industry and help determine an industry's strengths and weaknesses. It is basically a business
analysis model that allows different industries to maintain a profitable position at different levels in the form of
a chart. Porter's five points are used very cleverly to properly understand the business in today's industry and
the corporate position of the company’s industrial infrastructure. Porter somewhat cautiously identified five
undeniable forces that are playing a role in redefining all the world's markets and industries. Every industry
runs its business depending on these five competitive aspects and forces. The “Bashundhara Group” is no
exception. Bashundhara Group Director Bashundhara's original plan included measures that took these issues
into account. At the end of our project work, we were able to find out about the current situation of the
Bashundhara Group. Therefore, we would like to say with utmost certainty that given their current rivalry and
the overall situation considering these five forces, the Bashundhara group has very efficiently taken appropriate
measures and tried to rebuild itself accordingly.
Threat of New Entrants:
Bashundhara Group is basically a huge company consisting of 51 products. So their productivity is so high that
their cost ratio and the profit they make because of this high quantity is basically what they want. However, the
number of people who are interested in doing business in Bangladesh is high but cannot work according to their
efforts due to its market share. Most of the benefits attract some untapped business units. Nowadays, the entry
 27

barrier of the comparison industry in our country is slower and people are more interested in doing business.
Most people think about this section and work to implement their plan by researching it. But they are in vain
because the quality of their products is much better, and the prices of Bashundhara Group products are
affordable (except for some products whose quantity is very less). In this case, they were able to fully satisfy
buyers. This means that the fear of being stabbed by a third party is significantly reduced. However, some
doubts remain: it is very difficult to find all Bashundhara products everywhere, especially in rural areas. In this
case, those who run this business locally have captured the market. Even if it is not a big loss here, it cannot be
said that it will not happen in the future. However, the company's specialists are working tirelessly to solve this
problem.
Threat of Substitutes:
There are some common Bashundhara items, many of which are already available or have already created a
market for alternative products. And for Bashundhara, the threat from these alternative products is much
greater. Because nowadays it has become very easy to find any product anywhere and according to people's
demand. Therefore, it is very common to choose one of the different options that exist on the market. Of course,
everyone wants to buy something that is available to meet demand.And the Bashundhara Authority should be
aware that there are hundreds of alternative products to this product in the market. You must act accordingly.
For example, there are hundreds of alternatives to Bashundhara stationery products in the market. Therefore,
the Bashundhara group needs to plan all this in mind. They need to set their goals based on the product.
Bargaining Power of Buyer:
Nowadays the markets are becoming more and more expensive. In this case, most of the Bashundhara Group
products are included in one price. But those who have alternative companies in the market have made
negotiating agreements, and in this case Bashundhara has to show another trick. The exhibitor has more control
over the buyer's negotiations. And it's largely true that in the competitive market, buyers want to get the best
products at the lowest prices. However, there is hope that Bashundhara Group has kept all its products within
the reach of its alternative organization. Which currently depends on the buyer's choice. In this case, you need
to ensure that buyers are interested in purchasing Bashundhara products. Therefore, everyone will buy
Bashundhara products, no matter how many alternatives there are.
Bargaining Power of Supplier:
Bashundhara is basically a large organization that caters to most of the daily needs of the people. However, in
any case it turns out that the price of most products is set by the seller at a uniform price, with the buyer
receiving the product at a fixed price. Bashundhara is a large company with many sub-companies. They also
provide various social services where many people get many opportunities. Bashundhara Company is basically
an industrial company, so most of the work here is done in parts. This means that comparatively less staff are
required. And since the pieces are dependent, qualified craftsmen are needed here, but many are also hired for
manual work. Thanks to this, many people in the country have found employment. Therefore, since goods are
sold at a predetermined price, workers' wages are also predetermined and paid on time. The company must keep
 28

the entire company afloat, which is very commendable from an overall perspective.
Competitive Rivalry:
Bashundhara is an industrial company that manufactures around 51 types of products which are very difficult to
market and deliver to the consumer. However, so far, they have done these things right. Their products are
known to everyone. The details of their products are transmitted from social networks to tele-media. Like other
organizations involved in this attack, they are equally adept when it comes to advertising. Furthermore,
business continues as before due to the introduction of many alternative products in the market. For example,
current employees compete in the paper industry, the gas industry, and the biscuit industry. Therefore, they now
must present themselves in commercial advertising in such a way that they stand out from other companies. So
that people always remember their company. The product must be easily available. Only then will Bashundhara
be able to survive in the competitive market. The role of the company in this case is very enviable.

BCG Matrix

Recommendation
The Strategic Management of Bashundhara Group has been a significant part of its achievements over a long
time. After analysis of numerous factors of strategic management, there are some recommendations based on
 29

the inspection of Bashundhara Group’s strategic management practices. Bashundhara Food & Beverage should
capitalize on the strength of a diverse product range by enhancing cross-promotions and bundling strategies.
This can appeal to different consumer segments and drive sales through a more comprehensive product
experience. To overcome intense competition, they can emphasize quality products, packaging, and innovative
flavors to capture attention and loyalty. To expand revenue, they should also seize the opportunity to tap into
new revenue streams by exporting products to foreign nations. Bashundhara Group should give more focus on
the Shipping SBU. For health care Bashundhara Group should enhance their facilities with quality hospitals and
healthcare services in its residential area. Finally, to overcome the threat of dynamic consumer preference they
should stay updated with current market trends and adapt accordingly to match consumer demand. Real estate,
paper, toiletries, food and Beverage SBUs and other businesses in these sectors all have significant market
shares. They are in an advantageous position to expand and become profitable. As a result, Bashundhara
group should keep making investments in R&D to improve the goods and services that these SBUs provide.
Maintaining a competitive edge and taking advantage of growth prospects both need innovation. However,
Bashundhara Group is doing its business in Bangladesh with a very competitive Group of companies.

Conclusion
The Strategic Management of Bashundhara Group has been a significant part of its achievements
throughout a long period of time. After analysis of numerous possible factors of strategic management,
there are some recommendations based on the inspection of Bashundhara Group’s strategic management
practices.

Bashundhara Food & Beverage should capitalize on the strength of a diverse product range by enhancing
cross-promotions and bundling strategies. This can appeal to different consumer segments and drive sales
through a more comprehensive product experience. To overcome intense competition, they can
emphasize quality products, packaging, and innovative flavors to capture attention and loyalty. To
expand revenue, they should also seize the opportunity to tap into new revenue streams by exporting
products to foreign nations. Finally, to overcome the threat of dynamic consumer preference they should
stay updated with current market trends and adapt accordingly to match consumer demand.

Bashundhara Food and Beverage, Tissue, LPG Gas and other businesses in these sectors all have
significant market shares. They are in a good position to expand and become profitable. As a result,
Bashundhara Group should keep making investments in R&D to improve the goods and services that
these SBUs provide. Maintaining a competitive edge and taking advantage of growth prospects both need
innovation.

In order to fully realize their potential, they provide growth possibilities. As a result, Bashundhara Group
 30

has to do in-depth market research to determine the needs, tastes, and trends of its customers. The
creation of new products and marketing plans can be guided by this knowledge.
In a well-established business, Bashundhara Tissue holds a considerable market share. It consistently
produces income and profits. The high market share and profitability of Bashundhara Tissue should
remain a top priority for Bashundhara Group. To maximize cash flow, optimize operations and cost
control, to guarantee long-term development and sustainability while Bashundhara Tissue is profitable,
look into prospects for expansion into similar markets or product categories.
Operating in markets with little growth and little market share is Bashundhara Airways. . They might not
have much room for expansion in the future. Consider creating an exit strategy for these SBUs given the
weak market and low market share. This can entail phasing out activities over time or withdrawing from
certain markets.
The Bashundhara Group should utilize the wide range of goods they offer which would help to boost
market capitalization and investor value even more. By doing this, the business will be better able to keep
ahead of the competition and adapt to the changing needs of its clients.
Management shall seek opportunities for collaboration and synergies among the diverse companies under
the Bashundhara Group. Bashundhara Group has a positive brand image in Bangladesh, but there is
always room for improvement. This could be accomplished by making marketing and advertising
investments and by constantly delivering high-quality goods and services.
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References

1. Siddika, A. (2018). Internship Report on Talent Recruitment and Selection of Bashundhara

Group.
2. Sharif, S. (2022). Marketing Strategies of Bashundhara Food and Beverage Limited.
3. Tasnim, M., & Islam, A. (2012). Research report on Bashundhara A4 paper.
4. Kibria, C. G., & Sultana, T. (2018). Factors Influencing Store Choice: A Study of Apparel
Consumers of Bashundhara City, Dhaka. Jaipuria International Journal of Management
Research, 4(2), 3-11.
5. Jotdder, M. R. (2016). Territory level supervision of Bashundhara cement’s sales & marketing.
32