ALLAMA IQBAL OPEN UNIVERSITY

Transcription

1 ALLAMA IQBAL OPEN UNIVERSITY 1 INTERNSHIP REPORT ON BAHRIA TOWN MARKETING DEPARTMENT MASTER OF BUSINESS ADMINISTRATION Ahmad Faisal MBA (Marketing) Roll No Q , Reg. No. 05-PLE-0196 House No.30, Qadir Park Rajghar Lahore. Ph No ahm_fai@yahoo.com Department Of Business Administration Allama Iqbal Open University, H-8 Islamabad.

2 2 ACKNOWLEDGEMENTS First of all I am thankful to the Most Beneficent And Merciful Allah who has always helped me in all matters of my life and then the prayers and endeavors of my respected mother by which I am able to reached up to this extent and the prayers and then people who helped me in the development of this report, and I am really thankful to them because it s not possible without their help and guidance. Three persons were especially helpful, Sir Muhammad Azeem my respect teacher of Project management who guides me how to make the report and eliminate mistakes in the report and made it perfect, Mr. Arsalan Ahmad, head of marketing department at Bahria complex mall branch Lahore, who help me a lot in providing the data about Bahria Town and organizing the data in a better way.

3 3 LIST OF CONTENTS No Description Page No 1. Introduction 5 2. Objectives Of Studying The Organization 6 3. Overview Of The Organization 7 Brief History 7 Nature Of The Organization 8 Business Volume 9 Profile Of Employees 10 Product Lines Organizational Structure 12 Main Offices 14 Marketing Operations Structure Of The Marketing Department 16 Number of employees in the Marketing Department 17 Marketing Operations 17

4 4 No Description Page No 6. Functions Of The Marketing Department 20 Marketing strategy 20 Product planning, development & management 23 Pricing strategy 26 Distribution strategy 27 Promotional strategy Critical Analysis 30 Successes and failures of different products 31 Major competitors of the organization 35 Future prospects of the organization Short-falls/weaknesses of the Marketing Department Conclusions & recommendations for improvement References & Sources used 44

5 5 INTRODUCTION Marketing is the managerial function which helps the organizations or companies to earn profit by satisfying customers, keeping in view the needs, wants and demands of the customers. To use the marketing concept business should 1. Determines the needs of their customers, which is possible through market research. 2. Analyze their competitive advantages which involves marketing strategy 3. Select specific market to serve which includes target market 4. Determines how to satisfy those needs which is the combination of marketing mix i.e Products and services, promotion, distribution and pricing. The world is now converted into global village, which creates a great competition between companies of different sectors from quality, quantity, pricing, packing, delivery and marketing point of view. Now through better marketing strategies companies can expand their business in their respective market otherwise they will quit in the race of competition. So keeping in view all these things Bahria Town Pvt. (Ltd.) is making its marketing strategy and is the leader in the construction and real estate industry in Pakistan.

6 6 OBJECTIVES OF STUDYING THE ORGANIZATION To review the activities. Analysis of the functionalities of marketing department. To do a comparative analysis of the organization with the other in the same business and capacity. Finding out the weakness, shortcomings, strengths and beauties of the marketing department. To put some suggestions & recommendations for the development and polishing of the marketing department.

7 7 OVERVIEW OF THE ORGANIZATION 1.BRIEF HISTORY Bahria Town is the largest real estate company in Pakistan since True to its saloon A World Class Project Bahria town is surely transforming dreams into reality. It s a unique and extra ordinary endeavor, which is founded upon the most modern lines of development and is dedication towards providing excellent living conditions to its high valued and honorary members. Bahria Town intends to stretch its resources to establish and achieve revolutionary benchmarks in the course of our venture. By leading the housing industry in the development standards and strategic practices Bahria Town intend to provide the nation with un compromised facilities and numerous service based options. Bahria Town has recently employed the services of international experts from Malaysia, Turkey and Dubai to administer and assist our forthcoming mega projects worth billions of US dollars such as Bahria Golf City (Islamabad), Bahria Lake City (Lahore), the Springs (Lahore), Phases VI to VIII and IX in Bahria Town Rawalpindi.

8 8 2. NATURE OF THE ORGANIZATION Bahria Town moves to revitalize the real estate sector in the region. Secure member investment and ensure maximum returns. Create master planned communities with an eye to the future. To provide high-quality housing solutions for all socio-economic segments of the society. Bahria Town develops housing schemes for every person of the society or according to the status of the people. This includes low cost housing schemes such as Awami Villas and luxury homes like Safari villas and Meadows. Bahria Town constructs the projects according to the international standards and introduces new technology in the Pakistan.

9 9 3.BUSINESS VOLUME Bahria Town pays millions of Rupees in direct and indirect taxes. Conducting its business as a progressive corporate member of the society it provides opportunities to many in the form of project management and customer driven initiatives. More customers attracted in the year 2006 and 2007 as compare with the previous years due to better response and improved construction policies and qualities Revenue 164,874, ,314, ,588, ,948, ,928,927 Operating 128,794, ,335, ,411, ,657, ,480,252 Expenses Profit Before 36,080,033 34,979,637 35,177,804 27,290,796 28,448,675 Tax Taxation 12,628,012 12,242,873 12,312,231 9,551,779 9,957,036 Profit After 23,452,021 22,736,764 22,865,573 17,739,017 18,491,639 Taxation The above figures are in rupees

10 10 4.PROFILE OF EMPLOYEES As employees are the backbone of the company, so Bahria Town hired fully qualified, energetic, motivated and technically strong employees. Company hired MBA s, MCS and BCS and Designers from well-reputed institutions especially in IT department and Design department. More than 20,000 employees are working in Bahria Town in different departments such as Data Center, Call Center, Customer Support Center, and Quality Control and in the construction areas and sites. The details of the executives along with their qualifications are given below NAME DESIGNATION QUALITFICATION Malik Riaz Hussain CEO Matric Ali Riaz Malik Vice Chief Executive Graduate Shahzad Malik Director Administration Graduate Major Amir Malik Director Development Graduate Zain Malik Director Finance MBA Salman Ahmed Khan Director Marketing & MBA Operations Cdre. M. Ilyas Advisor Safari Villas Graduate Wind Commander Deputy Chief Executive Graduate M. Ayaz Khan Cdr ARK Nasir Assistant Chief Executive Masters

11 11 5.PRODUCT LINES Housing &Commercial Projects Development Carries out project feasibility studies. Identifies cultural, fashion and aesthetic comprehension of the market to finalize architectural techniques. Formulates economies of scale and materials selection to provide widely accessible quality products. Town Planning & Urban Development Manages development planning (project management) and community design Time keeper and evaluator of projects for public delivery Development of Infrastructure & allied facilities Creates and assures provision of all allied infrastructure grid stations, telephone exchange and water treatment plants.

12 ORGANIZATIONAL STRUCTURE 12 CHAIRMAN & C E O EXECUTIVE DIRECTOR LAND. P.M.D SERVICES & SECURITY (CENTRAL) EXECUTIVE DIRECTOR MKTG. & BO MANAGING DIRECTOR GM OPERATIONS CENTRAL I/C OPERATIONS CENTRAL FINANCIAL ADVISOR HEAD IT HEAD MKTG. &BO HEAD HR GM CRP CENTRAL I/C OPERATIONS NORTH GM ADMIN SERVICES PURCHASE & SECUTITY CENTRAL GM P.M.D (CENTRAL) GM BO CENTRAL GM HR GM LAND & REVENUE AFFAIRS HEAD COMMERCIAL HEAD LAND & REVENUE AFFAIRS HEAD E & P HEAD SERVICES HEAD SUPPLY HEAD BO NORTH GM PURCHASE NORTH GM FINANCE ACCOUNTS NORTH HEAD LOW COST FACTORY GM REGULATORY AFFAIRS I/C P.M.D & ADVISOR NORTH GM COORD. CENTRAL GM CRP NORTH GM OPERATIONS NORTH HEAD P.M.D NORTH GM COORD. & CONTRACTS NORTH STAFF OFFICER TO MD GM ACCOUNTS NORTH GM SAFARI VILLAS 1, EXT. & 2 NORTH References: I/C = In charge CRP= Customer Relationship & Products P.M.D= Project Management & Development BO= Business Operations MKTG= Marketing

13 13 In the above organizational structure Malik Riaz is the Chief Executive of Bahria Town Pvt. (Ltd.). Mr. Ali Riaz Malik is the Managing Director of all the projects of Bahria Town. There are four executive directors who monitor, control and command the ongoing projects, the two for Lahore projects and two for Rawalpindi projects. These four executive directors directly report to Mr. Ali Riaz Malik about the projects. Under these four executive directors there are one General Manager respectively, who reports about the projects, about the difficulties and the facilities which have to be provided to the customers. Under these GMs further general managers of different departments are divided who reports to these GMs i.e. GM Central, GM HR, GM North, GM Purchase, GM Operations, GM records, GM Revenue, GM Regulatory Affairs, GM Coordinator, GM Coordinator contracts, GM Safari Villas. There are head of Land & Revenue Affairs, Head of Commercial, Head of Low Cost Factory, Head of Supply Chain, Head of Services, Head of HR, Head of Marketing, Head of IT, and Head of Business Operations. These heads are directly report to their respective GMs.

14 14 1.MAIN OFFICES HEAD OFFICE ISLAMABAD Regional Office Islamabad Regional Office Lahore Regional Office Karachi Phase 1-6 Offices Civic Center Main Office Regional Office Dubai Phase 7,8,9 Offices Safari Villas 1,2,3 Safari Executive Villas Bahria Heights Home Plus Awami Villas Overseas & Phase 8,9 Regional Office UK Bahria / Safari homes River View Commercial Design Studio Rawalpindi Safari Villas Head Office Lahore Daily Jinnah Office Regional Offices USA & Canada Meadows Safari Valley Safari Club Corporate Support Center Bahria Hospital Lahore

15 15 2.MARKETING OPERATIONS For the completion of marketing process the marketing department fully perform the activities which is necessary for the marketing operations, that is receiving customers queries from fax, s, telex, letters that I observed during my internship period in the marketing department. Marketing department focuses on the following areas Print advertisement Management Electronic advertisement management Designing and printing of advertisements Out door billboards and streamers Overall coordination with all departments Responsible of corporate identity of Bahria Town New Project launching Themes Ways Direct Marketing Shorts Communication Media Management Conferences and Event Management Involvement in Corporate level deals (National and International) Presentations to foreign and local investors

16 16 STRUCTURE OF THE MARKETING DEPARTMENT DIRECTOR MARKETING GM MARKETING MARKETING MANAGER BRAND MANAGER ART & DESIGNING DIRECTOR DESIGNER DESIGNER MARKETING EXECUTIVE

17 17 1.NUMBER OF EMPLOYEES WORKING IN THE MARKETING DEPARTMENT There are total 10 employees working in Bahria Town Marketing department, out of which 9 are working at Lahore and 1 person is working in Rawalpindi, main marketing department is at Lahore. This team includes Executive Director, Senior Brand Managers, Assistant Marketing Managers, Director Design, Designers and copywriter. All are MBA s from different local and international institutions. 2.MARKETING OPERATIONS Bahria Town applies five marketing operations, which are given as follows Marketing Objectives Marketing Plans Market Analysis Marketing Mix Managing Brands

18 18 1. MARKETING OBJECTIVES As Bahria Town is the biggest real estate and construction company in Pakistan. The objective of Bahria Town is to provide his own home for the person belongs to every class of the society. So the marketing team make their marketing strategies according to this goal. 2. MARKETING PLANS In the marketing department each marketing activity are clearly define the parameters such as marketing objectives, products, segments, channels, expected results, etc., in addition to the budget and execution schedule. Marketing team make the marketing plans according to need and requirement of the customers. 3. MARKET ANALYSIS In marketing analysis Bahria Town apply SWOT Analysis in order to identify its strong and weak areas. What kind of Threat Company can be face by his competitors and what are the latest opportunities in the market, which is the cause of success for its brands.

19 19 4. MARKETING MIX Bahria Town also applies marketing mix strategy that is product, price, place and promotion, which is necessary to survive in the market and in order to achieve it s required goals. 5. MANAGING BRANDS One of the most important and over-looked components of an effective marketing strategy is managing company s brand assets. So Marketing department of Bahria Town invests a significant amount of money and effort in producing and distributing brand books and building and maintaining specialized brand websites.

20 20 FUNCTIONS OF THE MARKETING DEPARTMENT The functions of the marketing department are as follows 1. Focus on the Customer 2. Monitor the Competition 3. Own the Brand. 4. Find & Direct Outside Vendors. 5. Create New Ideas. 6. Communicate Internally. 7. Manage a Budget. 8. Understand the ROI. 9. Set the Strategy, Plan the Attack, and Execute. So keeping in view all above points Bahria Town work for its customers with a slogan A WORLD CLASS PROJECT 1.MARKETING STRATEGY Every marketing strategy is unique, but if we abstract from the individualizing details, each can be reduced into a generic marketing strategy, Bahria Town make its marketing strategy as leader, follower and challenger

21 21 Marketing Strategy Of Bahria Town is as follows Leader Challegner Follower Leader Bahria Town is the trend setter in the real estate industray of Pakistan. Bahria Town introduces unique and luxary life styles first time by the projects such as Meadows Safari Villas Overseas schemes Pre Fabricated Houses ( Awami Villas ) Bahria Homes These projects are completed with the cloboration of famous multinaitonal compnaies such as AREA a Turkish construction compnay and AL-HABTOOR constrution compnay of Dubai

22 22 Challegner As Bahria Town is aiming to provide home for every person, so to ready to face any kind of challenge in order to fullfill its dream. There is low income scheme of 5 marla construded houses in the name of Awami Villas both at Lahore and Rawalpindi. In the time of naitonal disater Bahria Town plays an important role in helping its country fellows, so the marketing department making its level best to meet the challenges faces by the company. Follower Bahria Town follow any thing new in the construction industry which is unique and not implemented in Pakistan, new technologies, new ideas, latest equipments. Its most recent example is the construction of Awami Villas low income housing scheme, which is made of pre fabricated material first time introduces in Pakistan. So marketing department is keep on searching the new ideas and making startegies either from inside the country or outside the country.

23 23 2.PRODUCT PLANNING, DEVELOPMENT & MANAGEMENT Product Planning Product planning is the most controversial part within the companies because everyone have to take part in the development of the new product and share his idea, so to company has to take it on merit whose idea is more beneficial for the company. The marketing team here in Bahria Town apply the following steps while doing product planning Product Ideas Refined Products Approved Market Requirements redefined Development Initiated Product Development & Management Bahria Town makes its product according to international standards and needs and demands of the customers. Bahria Town does the following product planning steps

24 24 Creativity In creativity marketing team consider the following things: How to continually come up with new ideas for new business? How to develop new ways of attacking problems? How to capture and assess these ideas and distil them down to the ones that are worth investing more time and effort in? Defining the concept While defining the concepts Bahria Town consider the following steps: How to turn an idea into a real business opportunity and determine the necessary investment and expected return? What is the market potential? Is it technically feasible? What are the timescales? How will it affect existing products? How will the competition react?

25 25 Developing the concept While developing the concepts Bahria Town keeps the needs and demands of its customers, so to launch successfully the new product. The key is that perceived customer needs are translated into a possible solution to these needs. Testing and finalizing the concept After developing the concept the marketing team test and finalize these concepts in order to convert them in launching form. It is the controlled release of the product so that the sales, customer, manufacturing and support organizations can test and modify the product. Full Product launch After testing and finalizing the concept, the product is ready to launch this is probably one of the most difficult and expensive stages. It includes developing the market, the correct sales channels, ramping up the volume of business and supporting the product. Bahria Town gets 100 % results in launching its most of the products and schemes.

26 26 3.PRICING STRATEGY Pricing is an important strategic issue because it is related to product positioning, further more, pricing effects other marketing mix elements such as product features, channel decisions and promotions. Bahria Town follows the below steps for developing the pricing of a new product Developing Marketing Strategy Perform marketing analysis, segmentation, targeting and positioning. These are the key points that the marketing department does during the development of marketing strategy Marketing Mix Decisions In marketing mix decisions company defines their product, how to distribute that product in the market and promotional techniques so to increase the sale of their product in the required market. Calculate Cost The cost calculation includes fixed and variable cost linked with the product. Fixed cost remains same either the product is produced or developed in large quantity or in small quantity, which includes two important factors that are overhead cost and salaries of the staff.

27 27 While per unit variable cost increase if the quantity decreases. Variable cost includes cost of raw material and transportation cost. The pricing policies of Bahria Town vary from product to product and scheme to scheme. Low income schemes have different prices while luxury homes have different prices. 4.DISTRIBUTION STRATEGY Distribution is the pillar of the marketing department. Without proper and on time distribution the product of the company can t sale. Marketing department in Bahria Town provide exact information to its customers for their newly launched schemes and products. Bahria Town take care of the following points while making the distribution strategy How to create and satisfy demand for products How to move products from point of creation to point of consumption in an efficient and cost effective manner. How to develop and maintain customer loyalty.

28 28 5.PROMOTIONAL STRATEGY Promotion strategy means to communicate the exact benefit of the product towards the customer, so that customers are more interested in buying the products of that company. Bahria Town also give different promotions along with its products for example, owner will avail free two year school and medical facility if he buy a safari villa home here at Lahore. Promotional strategy consist of Personal Selling Advertising Sales Promotion Public Relation Promotional Strategy in Bahria Town As Bahria Town is a real estate and construction company, so they use pull strategy to attract the customers towards their products. Company published broachers for their newly launched projects, in which customers can take brief detail about the project i.e price, place, quality and quantity.

29 29 Bahria Town has its website for each and every project, so that customers can retrieve each and every information from that websites. The main website for Bahria Town is For the convenience and to help out the valued customers Bahria Town has its own Toll Free no all over Pakistan i.e /7. From this no customer can get any kind of information, about the previous, current and upcoming projects. Bahria Town participates in National and International real estate and general seminars, conferences and exhibitions for the advertisement and promotion of its products. For the information and advertisement of its products Bahria Town has its quarterly issued magazine Bahria Times, from which people and customer can take information about its products. At customer support centers marketing team have good relations with the customers, due to this our old customers on the basis of their satisfaction bring the new one to make relationship strong and strong.

30 CRITICAL ANALYSIS OF THE THEORETICAL CONCEPTS RELATED TO PRACTICAL EXPERIENCES 30 Bahria Town is the market leader in the real estate and construction industry of Pakistan; Bahria Town brings innovations and new life style in the housing industry and established city within the city according to the international standards and demands of its customers. Bahria Town enjoys the largest member base in Pakistan. It has over 150,000 customers, making it the largest real estate developer in Asia. Marketing department in the Bahria Town make plans according to the schemes, which have to be launched in Lahore or Rawalpindi annually, monthly and quarterly basis according to the instructions of the higher management. Its very difficult to implement all the theoretical concepts for the organization, but the employees in the marketing department of Bahria Town implement the marketing concepts which are best suitable for the benefit of their company in a very friendly, cooperative and motivated environment. To capture maximum market share Bahria Town implement direct marketing concept and also company try its level best to maintain its standard and position in the industry.

31 31 1.SUCCESS AND FAILURE OF DIFFERENT PRODUCTS Business is an art as well as a science. It's a matter of practical experience, judgment, foresight and luck. To be successful in business, you must master the basics of business success. Fortunately, all business skills are learnable. You can learn anything you need to learn, to achieve any goal you can set for yourself. There are no limits-- except the limits you place on your own imagination. Key Areas For the Success of Products: There are seven key areas of activity that determine the product is successful or not as given below: Marketing Your ability to determine and sell the right product to the right customer at the right time Finance Your ability to acquire the money you need, and account for the money you receive Production Your ability to produce products and services at a high enough level of quality and consistency over time

32 32 Distribution Your ability to get your product or service to the market in a timely and economic fashion Research and development Your ability to continually innovate and produce new products, services, processes and responses to your competition Regulation Your ability to deal with the requirements of government legislation at all levels Labor Your ability to find the people you need, deal with unions, establish personnel policies, training and organizational development Successful Projects of Bahria Town Different projects of Bahria Town have been successfully completed, according to the need and requirement of the customers, which are given as follows: Bahria Town Rawalpindi Phase 1 to 6 Safari Villas Rawalpindi Safari Apartments Rawalpindi Safari Villas Lahore Meadows at Rawalpindi

33 33 Reasons of Success The main reasons for the success of above mentioned projects is that Bahria Town provide its customers wide metalled roads, beautiful parks and green areas, state of the art sewage system, water and gas supply, underground electrification, and elaborate rich architectural layout. Their success is further enhanced by the exclusive Safari Club, a unique sports and recreational center. The Safari Club features modern tennis, squash and badminton courts, along with facilities for all sorts of indoor games, to complement the active lifestyle of Bahria Town residents. Key Areas For the Failure of Products: There are lots of reasons for this low level of performance, but there is a consistency around a few common mistakes that routinely present themselves with inventors and new product marketers. These are not the only reasons, but if you can avoid these mistakes, you can greatly improve your chances for success. Some of them are given below: The Product: The single biggest shortcoming in new product introductions does not fully understand the product, its usage and the target market. The Opportunity: One of the most difficult questions to answer in preparing a new product for market is defining the opportunity. There is not enough information available about most product categories and if you have something that is entirely new, there are no reference points.

34 34 The Channels: With most products, there are going to be intermediate steps between you and the end user of your product. What Channel or Channels will you choose? Research: Many people think they are marketing their new product idea or invention. The truth is you are also marketing actionable information and knowledge, but where do you go to get that information and knowledge? The Fuzzy Front End: The people you are trying to sell your new product or invention to have a perspective that is different than yours. Do you understand their perspective and can you provide answers to their questions both asked and unasked? Your Offering: Successful new product introductions require more than just the product. If we all just bought products, we would all be driving the same make and model of automobile. People don't just buy products, they buy features and benefits and image and status. How are you going to package your product for success?

35 35 Failure Projects of Bahria Town Bahria Town overall give quality projects to its customers according to their need and requirements but two of them i.e Phase 9 project at Bahria Town Rawalpindi and Sector C at Lahore Bahria Town are the failure projects of Bahria Town. Reasons of Failure The main reason for the failure of these projects is that, they marketed these projects more and actually they have don t so many plots in these projects. Which creates a very bad impression among the customers. Management fails to fulfill the promises of completion of these projects, which they have done with their customers. 2. MAJOR COMPETITORS OF THE ORGANIZATION Bahria Town is the leading and biggest real estate and Construction Company in Pakistan, but following are major competitors of Bahria Town: EMMAR Construction Company Eden Developers Defense Housing Authority Lake City

36 36 3. FUTURE PROPECTS OF THE ORGANIZATION Bahria Town successfully redefined the dynamics of real estate industry by providing customized solutions for both the poor and privileged classes of Pakistan. So in order to attain maximum market and building more strong and long term relationship with its customer, Bahria Town has many projects in its pipeline in different cities of Pakistan. The detail of these projects are given as follows Bahria Golf City Bahria Gateway Bahria Garden City Bahria Paradise The springs Bahria Town make contract with the international well renowned construction companies for development of quality projects whose details are as follows Al Habtoor Trading Enterpriser is one of the largest and most respected groups n the UAE and best know for the construction. Bahria Town with Al Habtoor make a partnership and forming a company Bahria Emirates and Al Habtoor is now investing $ 1.9 Billion in Bahria Town for the successful completion of buildings, lakes, champs Elyeese boulevard, phase 8 & 9 and Golf City.

37 37 Bahria Town has entered into a multimillion-dollar contract with AREAA, Turkey s leading Construction Company for the development of Safari Homes project. Bahria Town has signed an agreement with Maxcorp Development SDN, BHD, to design, construct, complete and manage the Bahria Golf City at Murree Expressway, Islamabad. The project is worth PKR 52 Billion and involves the development of about 800 acres of land on Murree Expressway, Islamabad. The development also includes 1,700 bungalows, a hotel, apartments, schools, a hospital, commercial center and an 18-hole golf course with a clubhouse. The Other Malaysian Companies involved in this project are Ranhill Bersekutu and Akitek Jururancang. UPRANK International Ltd., a property development company owned by the world-renowned Malaysian master planner and architect, Teo Ah Khing, has entered into a US $350 million joint venture with Bahria Town. Under this contract both companies will develop a high-end mixed development-housing scheme on a 20-hectare plot of land within the Bahria Garden City, a 403-hectare park city in Rawalpindi.

38 38 The development of Korang River designed by Cukurova, Turkish Construction Company is the dream project from Bahria Town. The entire scheme is based on the concept of international luxury apartments and townhouse designs with extensive landscaping and greenery. SHORT-FALLS/WEAKNESSES OF THE MARKETING DEPARTMENT Nothing is perfect in this world, so there are also some weak points in the marketing department, which I observed during my internship period and I explain them under the following headings 1. CUSTOMER SUPPORT SERVICES 2. SALES AFTER SERVICES 3. PERSONAL SELLING 4. DISTRIBUTION NETWORKS 5. RETAILERS 6. LOGISTICS OBJECTIVES 7. RESEARCH & DEVELOPMENT

39 39 1.CUSTOMER SUPPORT SERVICES Although the marketing department and the marketing team are doing good work but there is lack of customer support services, so that customer can resolve physically through one window operation. 2. SALES AFTER SERVICE Nowadays the purpose of marketing is not only to earn profit but it s now become earning profit by satisfying customers. But in Bahria Town marketing department there is no option of sales after service, so they can satisfy their customer after selling their products that s why customer s complaints are increasing day by day. 3. PERSONAL SELLING Today marketing is not sufficient through advertisements and media campaigns, for the quick and efficient response and selling sales personal and personal selling is very essential, in Bahria Town marketing department no such practice is going on. 4. DISTRIBUTION NETWORKS The marketing department is limited only two cities in Lahore and Rawalpindi, which results in lack of communication between customers and the organization, so the customers are unable to gain in time and correct information about the projects.

40 40 5. RETAILERS The marketing department has not a good contact with the retailers for their products, which is the best way to sell their products to the customers, so get more and more clientage in a limited time. 6. LOGISTICS OBJECTIVES Bahria Town marketing department has the objective to getting the right goods to the right places at the right time for the least cost, but they don t planned according to this to achieve their target. 7. RESEARCH AND DEVELOPMENT Although there is research and development team in the marketing department but their main focus is to introduce the foreign concepts here in Pakistan, but as the Pakistan is the developing country and most of the population is not rich, so their ideas and way of construction is not speedily and widely accepted by the people because its not up to their reach.

41 41 CONCLUSIONS & REOMENDATIONS FOR IMPROVEMENT CONCLUSIONS I conclude following points during the internship report: Marketing team is cooperative, motivated and friendly with each other. They apply strong marketing policies and trying to adopt more and more. They have latest technology for the marketing process. They keep in touch with the international companies to satisfy their customers. Latest machinery for the development of the projects. Collaboration with the international well renowned construction companies. Taking ideas from other countries and implement here that make Bahria Town a unique real estate and construction company in Pakistan. Bahria Town establishes cal center 24/7set up for its customer s feedback and close communication. Every department is working according to the international standards and needs and demands of the customers. Bahria Town is totally computerized and have centralized information for the ease of its customers.

42 42 RECOMMENDATIONS Following are my recommendations to improve the company status, which I observed during my internship period. 1.CUSTOMER SUPPORT SERVICES There should be strong customer support service, which can resolve customer s problems on the spot, so to keep with them strong and long term relationship. 2. SALES AFTER SERVICE Sales after service is very important for marketing department in order to develop long term and strong relationship, but unfortunately in Bahria Town marketing department sales after service is not so much strong. They should take care of their customer even after selling their products. 3. WEBSITES Although there are websites of almost all the projects of Bahria Town, but they are incomplete in a sense that marketing department don t mention the complete detail of price, installments and possession time, if all these materials are provided on the websites, it will become easy for the customers to make more quick decisions for the purchase of their required product.

43 43 4. MARKETING NETWORK Bahria Town main marketing department is only at Lahore, as it has projects at Lahore and Rawalpindi, for easy approach and collecting the views and ideas of people and customers to improve and modify the projects according to need of the society, marketing offices should be a marketing network at different cities of Pakistan. 5.RETAILERS Marketing department have to develop strong relationship with the retailers, which will help them out by selling their product to the required customers accurately and quickly. 6. PERSONAL SELLING There should be personal selling or sales person in the marketing department, which is for the time being are not included. By personal selling the product can be easily explained by the sales representatives to the people and the customers because word of mouth is more effective than that of advertisements and campaigns. 7. MARKET SEGMENTATION Marketing department is focusing only to introduce new products and ideas from foreign countries, but they are not focused on the different segments of clientage here in Pakistan as most of the population is not rich in Pakistan, they want to buy or purchase

44 44 low cost houses from Bahria Town, so the management and the marketing department should also keep in mind that class of people, in order to fulfill their dreams. 8. MARKETING INFORMATION SYSTEM There should be strong marketing system so that strong interaction can be develop between upper and lower staff in order to gather useful information for the betterment of company and the staff which will ultimately effects the quality projects with the happy customers. REFERENCES & SOURCES USED Following are the references and sources that I used for the completion of my report: Bahria Times Marketing Management Marketing Internet Bahria Town s quarterly magazine Philip Kotler Gary Armstrong & Philip Kotler Google.com Also from different persons of the marketing department.

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