DIVINE Final Report

An Internship Report on Marketing Plan of Divine Holdings Ltd.
Part 01
1.1
Chapter 01
Introductory Part
1.1 Introduction
1.2 Origin of the Report
1.3 Objective
1.4
Report Preview
1.5 Purpose of the Repor
1.6 Scope of the Study
1.7 Methodology of the
Report
1.8 Significance of the
study
1.9 Time schedule of the
study
1.10 Limitation
Introduction:
Man cannot live alone. Thats why they are living in a society. To live in the
society with happiness they need lots of demand. From which shelter or

house is one of them. All of the activities in a developing country Civil and
Mechanical Engineering works probably occupy the most important position.
For development of infra-structural facilities, for construction of mills and
factories, multi-storied buildings, to provide ample accommodation to the
growing population, to develop sewerage and drainage systems to construct
power station, to construct barrages, bridges and dams, to resist erosion of
towns, to protect villages and cultivable land from being devoured by
streams and rivers, the civil and mechanical construction is indispensably
required. In case of Bangladesh this requirement is all the more conspicuous.
Divine holding Limited is one of the largest holdings company in Bangladesh.
Divine holdings aims at taking all the responsibilities of the projects at an all
levels and times ensuring one stop services of 100% reliability for all with
options for socially connection people. To establish a new concept and
dimension in all sectors and management which would be totally different
from any conventional sector in Bangladesh introducing idea form a sustain
manner and other first world countries. Our initiative includes the venture
like the life of Sydney city, Hotels and Resorts, Hospitals & Medical Colleges,
Banking & Finance, Trade & commerce etc., following international standard
corporate social responsibly. In the last Six years. Divine has been able to
establish itself as the synonym of quality and reliance. Divine uses the
highest quality building materials and finishing products to ensure durability
and customer satisfaction. The company has won the confidence and
goodwill of its clients.
Divine Holdings is to create an environment for excellent products consist of
luxury and security also. We are extremely conscious of our standard and
quality and would like to develop pollution free modern products for mass
people. We also have future vision to reduce the residential and commercial
accommodation pressure through out of Dhaka City. We believe to serve and
develop in all products sector in Bangladesh and abroad.
A divine holding is also an active member of Real Estate & Housing
Association of Bangladesh (REHAB). The company is operating through a
2
DIVINE HOLDINGS LTD.

well-defined management structure headed by Chairman under whom there
are directors, executive directors, and general managers for various
departments and according to hierarchy, various senior and mid-level
management staffs. The Directors are responsible for the Companys system
of internal financial control.
1.2 Origin of the report:

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

the practical job experience regarding to marketing plan for DHL. The report
focuses on two parts which is given below:
1.3.1. Broad objective:

The broad objective of this report is to prepare Marketing Plan of Divine
Holdings Ltd.
1.3.2. Specific objectives:

I have some specific objectives in this report which is given below:
1.4
Overall review of the company.

To analize the existing marketing plan of Divine Holdings Ltd.
To analyze the Marketing activities.
To analyze the marketing mix of DHL.
To determine the marketing strategies of DHL.
To exhibition the target market.
To differentiate the promotional activities of DHL.
To mention the market position of DHL.
Consider different marketing factor for preparing a new marketing
plan for DHL.
To identify the limitations of marketing department and suggest
necessary recommendations.
Report Preview
This report mainly contains the corporate profile and few other parts. The
corporate part gives the idea about Divine Holdings Ltd. historical
background, mission & vision, current situation, organizational structure &
different departments of the Company. The next part of the report gives the
idea of the marketing strategy. In another part discusses about my
experience in the company. At the last part of this report I tried to find out
some problems of marketing strategy, marketing Plan of DHL and to give
some recommendations to overcome those problems.
1.5
Purpose of the study:
The purpose of the study is to analyze the entire marketing plan of Divine
Holdings Ltd. This study attempted to understand the Marketing conditions of
DHL. The purpose is also to make recommendations for improving the
marketing plan and soundness of different services provided to the clients of
DHL. The main purpose of writing this report is to let people know the
functions and of performance divine holdings Limited.
1.6 Scope of the Study:

I assigned myself to do Internship program in Divine Holdings Ltd. this
internship program has been designed by the S.M. Shahadat Hossain Bahar
(CMO) marketing department of the company. Scope of this report is limited
to DHL marketing strategy. The boundary of this report is to elaborate the
organizational structure, marketing strategy, product planning, pricing
strategy, promotional strategy, market segmentation, marketing mix major
competitors. Under the wide area of this report is focusing only on the
marketing plan that covers all marketing plan and procedures etc. So, my
whole findings will be on services they provide and the marketing strategy of
their business.
1.7 Methodology of the Report

Methodology
The study requires a random sampling procedure from selection of the topic
to final report preparation.
Studied different circulars and files of the organization.
Collect both secondary and primary data.
1.7.1 Primary Sources
Conducting the primary research through door to door survey, mailed

questionnaire, personal interview and group discussion.
Several interviews with my supervisor, S.M. Shahadat Hossain Bahar
(CMO,DHL)
Survey for Real Estate Company.
1.7.2 Secondary data sources

Journal of Divine Holdings Ltd.
Internet (Google, Wikipedia and others companys website )
Website (www.divinegroupbd.com)
Business Research Book:
Market Research Made Easy (Self-Counsel Business) by Don Doman
How to Conduct Surveys: A Step-by-Step Guide by Arlene Fink
1.8
Significance of the study:
This study is important because from this analysis readers can be known
very well about all marketing and other activities of DHL. All these
information, which are included in this report, will help the management to
identify various scopes and limitations of the company. This study deals with
the department of Marketing of DHL. I also focused on the past and present
performances of the company.
1.9
Time schedule of the study
15-Jan
4-Feb
24-Feb 16-Mar 5-Apr
25-Jan 14-Feb
6-Mar 26-Mar 15-Apr
Topic for report
Pilot Surv ey
Data Collecting
Preparing (theoritical)
Topic for researching
Preparing research part
Ending & Appendix part
Rev iew
Final Submission
Figure01: Gantt chart of time schedule
For this kind of report paper its need more time. But Ive got a very short
time for this. Actually beside of working in office by 5 days in fulltime, it is so
tough to know about the proper marketing. But within this time I have tried
to make the report with sufficient information.
1.10 Limitation
To prepare this report I face some limitation to make the best output.
Because in the first month, I did not get the accurate information in such way

and when I also met with the director and manager and executive, they said,
it is not allowed to publish their internal information.
When I went to collect information for our survey, that time I also faced some
problem. Some of them were not interested to give information willingly.
When I made interview with my director and manager and also executive
then they did not provide their accurate internal information.
So, that was difficult to prepare report perfectly. On the other hand I didnt
get enough time to prepare this report and analyzing this report. I carried out
such a study for the first time, so inexperience is one of the main constrains
of the study.
2.1 Organizational Histo

2.2 Mission:
Part 02
2.3 Vision
Chapter 02
Corporate Profile
2.4 Aim & Objectives
2.5 Company at a Glanc

2.6
2.7
Types of Activities
Current Situation
2.8 Corporate
governance
2.9 Top Management

2.1
Organizational History:
Divine Group is the biggest contingent serve group in Bangladesh. It has

launched its journey on July 21, 2009 with the motto For the well-being of
the country and the nation to create necessary opportunity for all to
have their dream with modern facilities at a reasonable price. After a while,
Divine Group of companies found another organization named Divine
Holdings Ltd. in Bangladesh to serve the business with their products
through in Bangladesh and all over the world. The founders of Divine
Holdings Ltd. came directly from the mother Organization Divine Group of
companies. So it has all the skills, ability and trainings to run a branch with
the dynamic and versatile Suite hotel, Hotel, Land and ready flat marketing
possibilities. It serves for the people and the nation. DHL already invested in
several sectors in Bangladesh for serving. DHL aim at taking all the
responsibilities of the projects at an all levels and times ensuring one stop
services of 100% reliability for all with options for socially connection people.
DHL pledge to establish lifelong relationship with their customers by
excelling their expectations and gaining their trust with responsiveness,
flexibility and open communication by every member of Divines team. To
establish a new concept and dimension in all sectors and management which
would be totally different from any conventional sector in Bangladesh
introducing idea form a sustain manner and other first world countries. Our
initiative includes the venture like the life of Sydney city, Hotels and Resorts,
Hospitals & Medical Colleges, Banking & Finance, Trade & commerce etc. We
have a plan and strategy not to follow the existing conventional business
marketing in Bangladesh, our plan is to proceed and develop the service first
by the company out of its own resources and then we will go for marketing
locally as well as internationally, so that the customers can use and utilize
the development. Real estate service is the main service of DHL. Beyond
this, several lifestyle products are introduced by Divine Group. DHL is to
create an environment for excellent products consist of luxury and security
10

also. We are extremely conscious of our standard and quality and would like
to develop pollution free modern products for mass people not only the real
estate services; Divine Holdings Ltd is serving with some other products to
change people's lifestyle. You are most welcome in our journey.
2.2 Mission:
Divine Holdings Ltd. is committed to provide value added services to their
valued customers by creating a successful partnership with them throughout
the process. We are pledged to establish lifelong relationship with our
customers by excelling their expectations and gaining their trust with
responsiveness, flexibility and open communication by every member of our
team. Our goal is to be the pioneer in the realm of real estate industry with
sincerity,
relentless
pursuit
of
standard
quality
and
uncompromised
commitments.
2.3 Vision:
Divine Holdings Ltd. wants to be Giant Holdings Company in the world by
providing easy, effective, and efficient services to achieve excellence &
differences of modern living style.
2.4 Aim & Objectives:

To develop, execute, carry out, and manage the construction works.
Honesty, integrity, hard work and balance.
Creating a healthier community.
To maintain a healthy growth of business with desired image.
To ensure optimum utilization of all available resources
To ensure best rate of return for the company.
Clear knowledge of planning, organization, leading & controlling
aspects of DHL.
11
2.5 Divine Group at a Glance :

Establish year
Founder
Type
Corporate
office
(Bangladesh)
DHL Ltd.
July 21, 2009

Mohammad Nazrul Islam
Global company
Annanya Commercial Complex, Baridhara DOHS, Baridhara,
1206 Dhaka, Bangladesh
BOW BUSINESS CENTER, SUITE# 208 (2ND FLOOR), 153-159

BOW ROAD, LONDON E3 2SE, UK
CELL: +447574399527
Corporate office
LONDON (UK) &
UAE
United Arab Emirates ( DUBAI ) OFFICE

DIERA, DUBAI U.A.E
Contact
CELL: +971557196683,
Ln. SM Habibur Rahman
Managing Director
Md. Hedayet Ullah (Mawla)
Director Purchase & Logistic
Key people
Products/Servi
A.N.M Kefayet Ullah (Naeem)

Director Accounts & Admin
Abdullah Al Mashud
Director Sales & Marketing
S.M. Shahadat Hossain Bahar
Chief Marketing Office
Hotel, Land, Ready Flat, Suite.
12

ce
Employees
Countries are
Covered
REHAB
Membership
No.
Website
180
USA, Australia, Italy, KSA, Qatar, Bahrain, France, Singapore,
UK, UAE, Oman, Kuwait.
932/2010
http://www.divinegroupbd.com/
All sister concerns of the Group:
Divine
Divine
Divine
Divine
Divine
Divine
Holdings ltd.
Builders ltd.
Trade International Ltd.
Group General Trading LLC
M C Society ltd.
Hotels & Resorts ltd.
2.6 DHL Activities:

DHL operated their business globally. DHL has the great opportunities turn
into as a multinational Company within 2020.
2.6.1
Business around the globe:
Fig: 2 Business Globally
13
The countries are:
2.7
USA
Australia
Italy
KSA
Qatar
Bahrain
France
Singapore
UK,
UAE
Oman
Kuwait
Current Situation
2.7.1
Current Performance
Divine Holdings Limited is one of the top leading holdings company in

Bangladesh which was started its journey since 2009, still the company
performance is at very satisfactory level. At present the company is working
with different prominent companys project Divine Sea Point, Divine Uttara
City, Divine Sydney City, Divine Hatir Jheel City, Divine Sea City, Divine Suit
Hotel, Divine Burj Al Cox etc. From these projects Divine Holdings Limited are
generating large amount of profit. The ongoing projects, their contract value,
completed portion are showing on the below table:
Project Name
Location of Project
Completion
Divine Sea Point
Coxs Bazar
55%
Divine Uttara City
Uttara,Dhaka
10%
Divine Sydney City
Purbachal,Dhaka
15%
Divine Hatir Jheel

City
Bonosri,Dhaka
15%
Divine Sea City
Coxs Bazar
35%
Divine Suit Hotel
Coxs Bazar
60%
14
Divine Burj Al Cox

Ready apartment
Coxs Bazar
10%
100%
Dhaka &
Chittagong City
area
Fig: 03: Projects of DHL.
2.7.2 Corporate Social Responsibility:

They believe that the real business quality cannot be achieved unless
considering responsibilities for its social, ethical and environmental impacts
for their customers, employees and the world were all living in.
Caring for Environment
Using advanced technologies in all our production processes theyre aiming
to take care of
Environmental concerns effectively.
Medicare Facilities
Medicare facilities like arrangement of a make shift hospital for the pregnant
women, children and elderly people are already in operation. All registered
people have access to qualified doctors and medicines for free.
Other Activities
To use arsenic free drinking water
To use sanitary latrine
Educational loans and medical loans are provided to the community.
Providing poor villages with warm clothing during the winter.
2.8 Corporate governance:

The highest governance body DHL is the board of directors. The board
consists of Charmin, Vice-Chairman and Directors. It decides on the business
15

and a revenue goal of the Ltd. DHL emphasizes participatory governance
policy to create friendly environment. Corporate governance is most often
viewed as both the structure and the relationships which determine
corporate direction and performance. Good governance is an essential
ingredient in corporate success and sustainable economic growth. DHL has
strong board of governance and those people are staying in central of this
organization.
This culture is earnestly maintained so that every observation and
recommendation of each individual reaches the highest level of the authority
through appropriate mechanism. Management staff can also interact with
any high official as well as COO and CEO while having lunch together.
16

Figure 04: Corporate Governance structure
2.9 Top Management:
Top management is very important part of corporate business. It is so
important to develop a strong Top management for keeping the pace of
growth stable. DHL got a team of dedicated management team who are
always keen to achieve the mission, vision of the company. They are
responsible for leading the company, monitoring companies activities and
maintain relationships with the businessman agent team. Top management
of DHL provides a vision of the future and sees the firm not as it is, but as it
can be.
Top Management of DHL has all the leadership quality to lead this company
to become the pioneer in business field. As per provisions of the Article of
Association, Board of Directors holds periodic meetings to resolve issue of
policies and strategies, recording minutes/decisions for implementation by
the Executive Management.
2.9.1 Top management hierarchy chart:
17
Fig 05: Top Management Chart.
18
3.1
Part 03
Function of t
Organization
Chapter 03
Organizational
Activities Analysis
3.2
Function of t
management
3.3
Function of Executive
Management
3.4
Departments of DHL.
3.5
Projects of Divine Holdings
Ltd.
19
3.6
Divine Apartment project.
3.7
Terms & Conditions
3.8
New project Development
3.1
Function of the Organization:
Divine Holdings operated their business globally. DHL has the great
opportunities turn into as a multinational Company within 2020. Divine
Holdings Ltd is a sister of concern of Divine Group of companies runs their
activities successfully throughout the Bangladesh.
DHL provide Hotel, Land, Ready Flat, and Suite. That is developed by DHL.
Total activities such as Advertising, Marketing, Sales, Customer Support, and
Development all are run by the DHL throughout the Bangladesh.
3.2
Function of Top Management:
Divine Holdings Ltd. has highly qualified and experienced top management
to achieve its organizational goal. Top management of DHL. Has already
achieved goodwill to its clients, well wishers, investors and in abroad as well.
Top Management is very expert in rational assessment of a situation and the
systematic selection of goals and purposes, systematic development of
strategies to achieve these goals, marshalling of the required resources, the
rational design, organization, direction, and control of the activities required
to attain the preferred purposes, and finally, in motivating and rewarding of
people to do the work.
3.3 Executive Management

The Managing Director heads the Executive Management, the MD who has
been delegated necessary and adequate authority by the Board of Directors.
The
Executive
Management
operates
through
further
delegations
of
authority at every echelon of the line management. The Executive

Management is responsible for preparation of segment plans, sub-segment
plans for every profit centers with budgetary targets for every item of goods
& services and is held accountable for deficiencies with appreciation for
20

exceptional performance. These operations are carried out by the Executive
Management
through
series
of
committees,
sub-committees,
ad-hoc
committees, standing committees assisting the line management.
Company Executive Committee:

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

Finance and Accounts Department helps a company to manage property.
DHL accounts records help on as accounts ledger give the detailed
description about its profits and losses in a costs spread sheet format:
The major activities of Finance and Accounts Department of DHL are given
below:
Handling the cash and Making payment voucher.

Withdrawing money from the bank.
Payment to different parties as per their billing.
Paying all bills (electricity bill, gas bill, WASA bill, telephone bill etc).
Monthly reporting and preparing cash book, Ledger book and posting.
21
Interact with internal and external auditors in completing audits.

Balancing the daily cash accounts.
To entry the transaction in the software.
To make trial balance.
Reconcile and maintain balance sheet accounts.
General ledger operations.
3.4.2
Human Resources Department (HRD):
To recruit the qualified employee, train up & develop them and providing
their incentives, benefits and other motivational activities.
To process all kinds of Recruitment and proceeding of Administrative

Action
To process all necessary correspondence with valued persons
Issue of all kinds of Office Circular and Office Order
To arrange orientation assembly of the Desk Employees in consultation
with Managing Director
To process all necessary correspondence with employees
To deal the files of Directors, Share Holders & Others
To process the matter of increment & promotion of the Desk Employees
To receive of all kinds of Letters/Notes/papers marked to the Managing
Director and disburse the same after necessary execution by the
Managing Director.
It makes utilization of manpower by employing right man to right
job at right time.
3.4.3
Marketing Department:
Marketing department is one of the key departments for any business.

Marketing is very important aspect in any business since it contributes
22

greatly to the success of the organization. Product diversification and
distribution largely depends on marketing. As like other department the
marketing department of Divine Holdings Limited also has some duties and
responsibilities such as:
Monitor the competition.
To visit the projects.
Planning and implementing new marketing strategies.
Communicate with other department of the company.
To communicate with Customer by the Telephone or Mobile and

physically.
To prepare the daily statement of marketing side.
To prepare the monthly marketing report and budget plan.
To create innovative Marketing policy & develop new strategy.
To prepare the expected Customer or Client & contact they time to

time.
Reviewing marketing activities with all applicable management.
Developing annual marketing plans.
Planning marketing promotional tools and techniques.
To collect and compare others Companies Marketing policy & design
To organize the Marketing meeting time to time.

Structure of Marketing Department:
23

A
C
V
D
E
s
h
i
x
s
a
c
r
e
t
i
e
t
c
r
c
.
u
m
C
t
a
h
o
i
n
a
r
v
i
e
o
r
M
f
m
a
t
n
r
k
h
e
t
i
C
o
n
m
g
m
i
t
t
e
e
Fig 07: Structure of marketing department.
3.4.4
Function of Marketing and Sales Department:
The workflow of the marketing department is defined by its functions. DHL

has a marketing division responsible for marketing strategy, advertising,
researching, promoting, conducting customer surveys, branding, public
relations and creating of corporate style.
These functions are as follows:
Development of marketing goals and strategy
Conducting marketing researches and monitoring customer needs
Promotion and advertisement
In addition, specialists give the following marketing department functions:
Managing customer relations & Concentrating on customers
Identifying customers needs & Analyzing customers reaction to

advertising
Specifying target audiences or market segments & Researching new

markets
Tracking competitors activity & Conducting advertising campaigns
24
Measuring effectiveness of marketing promotion & online promotion.
3.4.5
International Marketing Department:
We have to follow that marketing policy which is helpful to cross the border
countries.
Identifying potential global markets
Exploration of new markets all over the world
Operating of export business in the different countries
Provide training to field forces in overseas countries
3.4.6
Engineering Department:
It is based on the assignment of responsibilities and authority to individuals

within
the
organization.
It
includes
essential
functions,
specific
responsibilities of organizational units, and their duties, responsibilities, and

authority. Divine Holdings ltd. has lots of engineers including civil engineers,
electrical engineers. There is also construction inspector, CAD technician.
The main duties performed by engineering department are:
To analyze various factors concerning a construction job.
Analyze the process for completing the construction job every step of
the way.
Analyze the proposed site location as well as the entire construction

job.
Follow the project from start to finish and make any necessary changes
along the way.
Ensure that the procedure is being followed and check on safety

features of the project.
To follow land use laws and regulations every step of the way.
Have to report to the directors about the project.
Ensure that the maximum value is derived from the project.
25
Investigate equipment failures and difficulties to diagnose faulty

operation, and to make recommendations to maintenance crew.
Estimate costs and submit bids for engineering, construction, or

extraction projects, and prepare contract documents.
26

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

reference.
To fulfill the required items in every project as per the requirement of the project
manager.
Take money from accounts department for purchasing.
3.5
Projects of Divine Holdings Ltd.:
Divine Holdings Limited has good reputation in construction industry and the
organization
has
continuously
remained
in
contractual
business
and
executed various projects. It enriched and matured with experiences in the

construction of various projects. All projects are giving bellow.
3.5.1 Divine Sea Point:

Hotel divine sea point is a fully furnished luxurious hotel complex covering
more than 24.75 decimal of land on Shugandha Beach point at North Kolatoli,
Coxs Bazaar. Miles after miles over looked by gentle cliffs and washed with
foaming waves, colorful conch shells, ponderous pagodas, and delicious
27

seafood this is Coxs bazaar. The best sea side tourist township of
Bangladesh Coxs Bazaar is the world longest unbroken (120 km) beach
slopping gently down into the blue water of the Bay of Bengal Which is one
of the most attractive tourist spot of the world. At Hotel Divine Sea point, life
moves in time and fresh early morning cool air, afternoon breeze and the
unforgettable sunset offers you an exciting view. You would never want to
close your curtains. Beyond the sea, you can enjoy the enchanting hill view
and the beauty of tamarisk trees with luxurious living environment and
intimate hospitality. If you imagine yourself living in an ultimate luxury
overlooking the blue sea surrounded by water life than you are to take a look
at Hotel Divine Sea Point.
Project at a glance:
Project Name: HOTEL DIVINE Sea Point
Developer Name: Divine Holdings Ltd.
Rehab Membership No: 932/2010
Rajuk: Enlisted
Member of: Bangladesh Land Developers Association
Architect: Arch. Ahmed Imtiaz Khan
Project Type: Exclusive 5 Star Standards Luxurious Hotel Project.
Locations:
Sugandha Beach Point @Coxs Bazaar
Building Structure: Basement+12 Floor
No. of Rooms: 170
Price list of Divine Sea Point:

Divine Sea Point
SL.
Category
Suite
Size
Price (BDT)
Installment
Dream Suite
925
1558000
36000
Premier Suite
643
1082000
24600
Super Deluxe Suite
511
890000
20000
Deluxe Suite
498
875000
19650
Executive Suite
459
773000
19370
28

Booking Money 50000 per slot and then Down payment 20% of total amount
then installment. In terms of at a time payment (Full payment), will get 30%
discount.
Benefits:
This offer ensures you to earn 1,08,000.00 (Approximately) to

2,19,000.00 (Approximately) per year for investing as little as 7,73,000.00 to
15,58,000.00 per share (Monthly installment: 14,460.00 to 30,160.00 per
month/you may pay total amount at a same time) and this way, you get back
your total investment through yearly earnings within 5 years. Last but not
least, you will be a proud owner of magnificence 5 star hotel in hart of Cox's
Bazaar.
3.5.2
Divine Suite Hotel:
Project Name: DIVINE Suite Hotel
Rajuk: Enlisted
Architect: Arch. Ahmed Imtiaz Khan
Project Type:
Exclusive Luxurious Hotel Project.
Locations:
Kolatoli Beach Point @Coxs Bazar
Building Structure: Basement+8 Floor No. of Rooms: 56
Divine Suite Hotel & Resort is superbly located near the beach at Kalatoli
Road, the hotel motel zone at Cox's Bazaar. Away from the chaos of the
crowded beaches, but still a close walk to the vast stretch of quiet white
sandy beach behind the hotel, Divine offers unrivalled views of stunning Bay
of Bengal. It is only a few minutes "tom tom" ride to Laboni Point or
Shugandha Beach. You could go shopping or enjoy other activities and tourist
spots of Cox's Bazaar Town.
Price list of Suite Hotel:
DIVINE SUITE HOTEL

SL.
Type
Suite
Size
29
Price (BDT)
Installment

1
Type A Floor
448 sft
875000
10500
Type B Floor
448 sft
850000
10500
Type C Floor
236 sft
585000
10500
Type D Floor
236 sft
550000
10500
Type E Floor
236 sft
530000
10500
Type F Floor
236 sft
520000
10500
Booking Money 50,000 and then Down payment 20% of total amount then
installment.
In terms of at a time payment (Full payment), will get 30%
discount.
3.5.3
Divine Sydney City:
Divine Holdings Limited (DHL) is the enlisted company of RAJUK, the Govt.
town Developer of Bangladesh.DHL is also one of the members of the
REHAB, the Central body for Real Estate developers in Bangladesh. Sydney
City Dhaka, Bangladesh(Prepared by DHL), There are many projects already
have been built by many real estates and developers in Bangladesh, but not
a single one has yet created the actual environment of any popular city in
the world. Keeping this in mind, DHL is trying to create a real change which
will be similar to the any modern city around the globe. Sydney is the highest
cosmopolitan city in the world consists of the world top most tourism spot
namely Sydney Opera House, adjacent to seashore with Harbor Bridge over
the Pacific Ocean. Divine Sydney City Dhaka will have almost all the facilities
like Sydney City Australia. Our focus is to develop most modern Duplex Villa/
Duplex zone with most up to date architectural design surrounded by green
touch and pollution free enviornme4nt Duplex villa will provided better and
comfortable living at a reasonable price. Opera house and harbor Bridge will
encompass the project to provided western feeling staying in their homeland.
Name of the project: Divine Sydney City.
30

Location: NORTH SIDE OF PURBACHAL NEW TOWN. BESIDE SEC#26-27, ON
THE BANK OF BALU RIVER. Size of the project: 1364 Bigha, Size of the plot: 3,
5, 10, 20 katha.
Divine Sydney city specifications:
The One & Only Project that surrounded by RAJUK-Purbachal New Town
(Sector- 26 & 27).
5 k.m. away from Hazrat Shahjalal International Airport & next to Balu
Nodi & Kuril Bisho Road, Estarn bypass.
Main entrance is 300' Highway, from 180' proposed road.
Unique facility of using panorama Echo Park "Zinda".
On a natural high land & high red soil.
Compact project (Complete within One mile) Included within non
Floodable Zone.
To provide all modern facilities of a modern project.
Divine Sydney City would clearly emerge as a safe investment option
and a preferred choice for a world-class lifestyle in the country.
Which is one of the massive, modern & preplanned towns in the Southeast Asia that will serve as administrative capital of Bangladesh?
This town will also including Diplomatic Zone, Word Bank, Asian
Development Bank & many others International offices, including 3-d
Theatre, Planetarium.
Water world and most significantly the second campus of the Dhaka
University & other recreational facilities.
Divine Sydney city offer:
The allotment system is based on first come first serve system and
subject to the availability of the plot.
Best location.
Different sizes of the plot.
Variety of price schedule & discount.
Installment payment schedule as per the requirement of the client.
Plot is ready for registration (whenever customer wishes/demands).
Price list per Katha:

Divine Sydney City
31

SL.
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
N.B:
Types of plot
North General
South General
North General Corner
South General Corner
Lake Side South
Lake Side Corner
30 Avenue North
30 Avenue South
30 Avenue Corner
40 Avenue North
40 Avenue South
40 Avenue Corner
40 Commercial Avenue
40 Commercial Avenue Corner
60 Commercial Avenue
60 Commercial Avenue Road Side
100 Commercial Avenue Road Side
100 Commercial Avenue Road Corner
Duplex Zone
Payment
1098000
1149000
1183000
1212000
1579000
1609000
1311000
1345000
1383000
1409000
1443000
1477000
1515000
1545000
1578000
1609000
1643000
1677000
1545000
Booking money 20000 tk per katha & Down Payment 25% of total
value, which has to be paid within 1 month from the date of booking. Taka
25000 will be added with the agreed price for plots adjacent to all institution
park mosque etc. Installment process also available for the customer, they
can paid their amount of money in monthly basis.
3.5.4
Divine parliament view:
Project Name: Divine parliament view

Location: parliament front side road.
Rajuk: Enlisted
3.5.5 Divine khan villa:

32

Project Name: DIVINE Khan Vila
Locations: 100 Lake Circus, Kalabagan, Dhaka
Other Details: Sufficient natural light and airflow Free from dust and sound
pollution with modern Lift, Generator and sub-station facilities having all
utility connections (Gas/Electricity/Wasa) with a spacious and secure car
parking.
Mode of Payment:
Down Payment 20% Taka of total value and rest 80% Taka in installments.
Installment: Pay the rest in 2 years 24 installments.
Price list:
Per sft 7800 tk only.
3.5.6
Divine Hatirjeel City:
Divine Hatijeel City is a cluster of twelve storied Exclusive Apartment

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

It is located adjacent to RAJUK's 'Hatirjeel City ' project:
The residents of the "Divine Hatirjeel City" will enjoy all the above
mentioned facilities.
33
"Divine Hatirjeel City" is an exclusive residential zone with all facility for
all class of dwellers with own identity.
The designing team consists of a number of professional engineers, town
planners, architects and environmentalists from home and abroad.
"Divine Hatirjeel City" is completely flood-flow zone & Flying zone.
The city is away from the crippling traffic jams and the deadly polluted air
of Dhaka.
This is a marvelous investment opportunity, which will be profitable in
couple of years.
Special Facilities for Citizen:

Being a Citizen of 21st century we will get the every facility in "Divine
Hatirjeel City". International standard several Mosque, Bangla and English
Medium Schools, Colleges, Universities, Medical Colleges and Universities,
Hospitals, Clinics, Modern Shopping Malls, Banks, Insurances, community
Centers, Playground for recreations, Parks, Clubs, Amusement Parks, Water
Parks, Gymnasium, Convention Centre and Lake will in that residential zone.
In spite of those there will be Filling Stations, Common Parking, Restaurants,
Hotels, Trade Centers, Eidgah, Graveyard etc.
Mode of payment:
All payment shall be made by cash, crossed cheque, bank draft or pay order
to DHL.
3.5.7
Divine Burj Al Cox:
Burj Al Cox will be constructed in the vicinity of Coxs Bazaar sea beach
marine drive road, Kalatoli, will have all the facilities of 5 stare hotel like
grand banquet hall, board room, seminar room, business center swimming
pool, lawn tennis court, sea and beach side sports and water games, Also it
34

has plan to include world calls health, massage and spa centers, table tennis,
theater hall, relaxation corner, sauna and stream bath, world class shopping
mall and world chain fast food and different categories of restaurant catering
to the tastes of the Visitors and Customers.
Project Name: Divine Burj Al Cox:
Project Type: Exclusive 5 Star international Luxurious Hotel Project.
Locations: Marine drive road, Kalatoli
Building Structure: Basement 15+
No. of Rooms: 250
Land Area: 15.6 Katha

It is a Fifteen storied (Semi Basement+GF+15) Executive 5-star standard
Hotel type apartment complex. Basement Floor will be dedicated for hassles
free.
PROPERTY FEATURES
Indoor features:
Community hall, Safety Grills, Servants Toilet, Fire exit, WASA

connection, DESCO connection, TITAS GAS connection, Pantry / Utility
Room, Prayer Space, Wi-Fi facilities, Inter Com and Cafeteria
Outdoor features:
Separate entry and exit point, BBQ area, Generator, Landscape Garden
and Lift.
3.5.8
Divine Uttara City:
Divine Uttara City (an Exclusive Luxurious Apartment Zone):

Divine Uttara City defines exclusive luxurious apartment situated beside
Sonargaon Janopath Road and just the west of sector 12 of Uttara Model
Town. The whole project will be based on 25 bigha land with layout plane of
European concept. 6 storied bulling will be constructed all over the project. A
35

bridge over the lake will facilitate smooth transport communication. This
project will also include 5 star Hotels facilities, Commercial Complex,
Shopping Mall, Mosque, Conventional Center, Sky roof home service
restaurant, Gymnasium etc. It will have all the amenities and modern
technology as those of European countries. This project will provide exclusive
and efficient own stomp sales service with 3 stapes security. Adjacent to this
project, There is a most beautiful scenic panorama overlooking the lake. The
project will be a combination of green environment free form air pollution
land nonce with modern facility and safety measure using all sorts a modern
security system for our valued customers. Uniqueness is our prime priority.
3.5.9
Divine Sea City:
Divine Sea city is situated in Inani Beach around 25 kilometers from Coxs
Bazaar beside marine drive road. Having home in Divine sea city will be
really treasure in hand for our clients.
One of the major sister concern of Divine Group, sea city Divine holdings
Ltd. is working on with a gigantic land project of 15 acre at inani beach Coxs
Bazaar named Divine Sea City. The concept of the project is to build a
complete city at inani beach Coxs Bazaar, the promising most tourism zone
of Bangladesh.
Project at a glance
Project Name: Divine Sea City

Location: Adjacent to the proposed 200 feet road of Marine drive. The
location of the project is in a straight line with the sea beach point of inani
beach from where both sunrise and sunset can be watched. Government
specified Foreigner Zone of Coxs Bazzar is near-by.
Project area: 15 acre
Land seize: From 3 to 25 katha
Type of Establishments:
36

Hotel, Motel, Resort, Residential plots, Commercial plots, Duplex,
Cottage.
37
Special Features
Coxs Bazaar is the most promising tourist spot of Bangladesh and Divine
Sea City is situated in the central point of Coxs Bazaar.
After the completion of the Project the price of the lands in Divine sea
city will hike at its peak, which makes the project very much lucrative.
Educational, medical, commercial establishments, mosques and other

religious establishments will be developed within the project. Several
parks and playgrounds along with wide roads will be developed within the
city. So all the facilities to enjoy the latest lifestyle will be available at
Divine Sea City.
3.6
Divine Apartment project:
After a successful take-off of the Divine Holdings project, Divine Holdings

took the added initiative of developing an apartment project within the
complex itself. This venture focuses particularly on fixed-income urban
groups. Pricing and payment options are flexible and can be attuned to the
financial circumstances of particular buyers. The DHL apartment project is
now accepting booking from the general public and expatriate Bangladeshis
for allotment of apartments name and located in
Allaudin tropical Towar
(Uttara), Masro tower(Badda), Rose Garden(Badda), Anower Garden(Shabag),

Jahanara
Garden(Shamoly),
Aleka
Garden(Mohakhali),
Bashar
Tower(Motijheel), Latif Sea View(Chittagong), Ureka Bhaban(Mirpur), Hasib

Emporium(Chittagong), &All-Bareo Garden(Lalmatea) in the new vision
apartment project. Measurements of flat of this apartments range from 800
to 2200 square-feet. It expected that these apartments will be ready for
hand-over to their owners within three years. In close proximity to these
apartment blocks; construction has begun for the establishment of the
following facilities: a modern hospital, an international school, two wellknown universities, a super market, a sports zone, parks and mosque. An
38

impressive range of size and designs are being offered, and prices range
from Taka 4500 to Taka 10000 per square-feet.
Mode of payment
a) One time: Buyer can pay the price in one time. If he/ she pay the price in
one time, he/ she will get discount.
b) Installment: In case of installment, buyer will get the remaining month of
project hand over. After booking, he will pay the initial deposit within seven
days. Then he/ she will bind to pay the remaining amount on the time.
EMI (Equal monthly installment) base.
3.7
TERMS & CONDITIONS FOR THE BUYER OF THE COMPANY:
1. Applications for allotment of apartment(s) should be made on the

prescribed application form duly signed by the applicant along with the
Earnest Money. DHL has the right to accept or reject any application(s)
without assigning any reason thereto.
2. On acceptance of an application, DHL will issue an allotment letter with
specific terms and conditions to the applicant. DHL. And the Allotted will
be required to execute an agreement as per the company's prescribed
format. The Applicant/Allotte shall then start making payments as per
the schedule of payment. Allotments of apartment(s) are made on first
come first served basis.
3. All payments such as Earnest Money, Installments, additional works &
other charges shall be made by Bank Draft/ Pay Order/ Account Payee
check(s) in favor of DHL for which respective money receipts will be
issued. Bangladeshi residing abroad may remit payments by DD or TT or
Account Transfer.
4. Payment of installments, cost of car park(s) and all other charges are to
be made on due dates. DHL. May issue reminders to the Allotted but,
39

notwithstanding the issue of reminders, the Allotted must adhere to the
schedule of the allotment agreement for all kinds of payment.
5. Delay in payments beyond the due date will make the Allottee liable to
pay a delay charge of 0.1% per day (max. 2% per month) on the amount
of payment delayed. If the payment is delayed beyond 60 days, DHL.
Shall have the right to cancel the allotment. In such an event the
amount paid by the Allottee will be refunded in due time after deducting
the Earnest Money.
6. Connection fees/charges, security deposits & other incidental expenses
to gas, water, sewerage and electric connections are not included in the
price of the apartments. DHL. Will make these payments directly to the
authorities concerned on Allottee's account. The Allottee will be billed
proportionately on actual costs basis.
7. Limited changes in the specifications; DHL. May make design and/or
Layout of apartments and other facilities in larger overall interest of the
said project or due to unavoidable reasons.
8. DHL. May cancel an allotment on non-payment of installment in
disregard of reminders and after final intimation to Allottee by registered
post to the address given in the application form.
9. The possession of each apartment shall be handed over to the Allottee
on completion and on full payment of installments and other charges &
dues, till then the possession will remain with DHL.
10. The
Allottee
will
pay
VAT,
stamp
duties,
registration
fee,
documentation charges and any other taxes & expenses likely to be

incurred in connection with the Deed of Agreement, Allotment,
Registration and Transfer etc. The actual costs incurred shall be charged.
3.8 DEVELOPMENT PROCESS OF A NEW PROJECT:

Following is the process of developing new project:
Area Selection for the Project

40
Prepare a layout Plant of the Project

Purchase Required Land for the Project
Submission of project Plan and Purchase Documents to RAJUK.
Prepare a Pro-forma budget of Development
Demarcation (Employ Plot Number)
Make an Initial Price List for the Plots
Start development by earth filling
Start Selling the Plots
Complete All Development Activities like Roads.
Schools, Mosques, Hospitals, Utilities Etc.
4.1 Marketing Operation
Part 04
4.2 Marketing Development

Strategy
Chapter 04
Marketing Strategy 4.3 Marketing process of DHL
Analysis
4.4 Development of marketing goa
4.5 Limitation of marketing
department
4.6 Suggest necessary
recommendations for DHL
4.7 Product knowledge
4.8 DHL is a brand
4.9 Customer Relationship
41

Management.
4.10 PESTEL analysis.
4.11 Budgeting
4.11 Comparative analysis
4.1
Marketing Operation:
The marketing department of DHL operates their cogent and coherent

activities which enable them to monitor value chain including target
marketing, value innovation, value pricing, value proposition and value
distribution, resulting in systematic improvement of the organization. They
generally practice purely centralized marketing operations.
Marketing operation applies these tools across all marketing

activities:
Workflow design
Process improvement
42
4.2
Balanced scorecards
Systems thinking
Organizational learning
Knowledge management
Stakeholder analysis
Change management
Competency development
Data management
Quantitative analysis
Modeling
Marketing Development Strategy:
DHL marketing department provide good strategy toward effective marketing

promotion. Its marketing department always develops various marketing
strategy for their organization. At present DHL follow certain marketing
strategy. Few of them are mentioned in bellow:
To development a marketing strategy of DHL involves the isolation of a

target market segment, a set of clear-cut goals, a fair amount of
consumer research, and the implementation of initiatives aimed at
getting the word out.
DHL is increasing its profitability by working efficiently, procuring better

raw material and most importantly kept a very close association with its
customers.
They also exploring business opportunities in countries like UAE, USA

and Qatar where DHL has medium business now.
DHL has developed more direct and closer relationship with their end
customers.
DHL has provided its staff with better working environment and facilities,
which enhanced efficiency and output.
43
Leaving behind the traditional way of doing business and in our journey
towards excellent it has consistently expanded its customer base and
explored the different markets around the world.
Having the foresight to assess that in coming years value addition will
be the thing of the future, DHL worked towards the achievement of its
goal of future increasing its capability in value addition.
They have successfully broken the ground and we have very strong faith
that these markets will give us good volumes in the near future.
At DHL is prospering due to our professional commitment toward

excellence and giving the best results at all times and against all odds.
Its marketing and sales teams co-ordinance at all times.
4.2.1
Target
Market:
A well-defined target market is the first element to a marketing strategy. As
DHL is doing their business with land, flat, plot and hotel so its target market
very specific. As they are doing international business so DHL evaluate and
measure many side for their target customer. They also select their target
market based on marketing segmentation. All middle and high society people
are main target market of DHL. All middle and high society people are main
target market of DHL.
Strategies for reaching target market

Mass marketing
DHL send their messages and ideas by using mass marketing. It is the only
way to broadcast a message that will reach the largest number of people
possible. Sometime they are using radio, television and newspapers as the
44

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

DHL Target Customer is middle and first Class people like as,
i.
ii.
iii.
iv.
v.
Doctor
Engineer
Business personnel
Bankers.
Foreign Bangladeshi.
45

vi.
Insurance manger etc.
4.2.3
Core Value
For the well-being of the country and the nation is the core value of DHL.
4.2.4
Other Variables
Other variable are given bellow-----------
Other Variable
ltre
u
C
lu e
a
V
Fig 08:
Variable
Other
r m
o
N
s
Culture:
Culture is a key component in business and has an impact on the strategic
direction of business. DHL is very much careful about their product and
service. As their main products are land, building and hotel so cannot create
any impact on culture. Nobody can tell about their product that it violates the
cultural rules.
Norms: DHL products norms are excellent. They are going their business
by using morality and norms.
Value:
46

DHL product value assessed by setting a price for a particular product can
depend on its construction costs, its overall market value and the value of
the product as perceived by a targeted group of consumers. So they are
planning to take a product or service overseas make sure that they have a
good grasp the locality before they enter the market.
4.2.5
Marketing Mix:
Fig 09: Marketing mix

Product:
Divine products and services, being the most reliable in respect to reliability,
durability and have the best opportunity to be a market leader in our country.
At present, they are running several projects in different part of Dhaka City,
such as Baridhara Diplomatic Zone, Purbachal City Zone, Uttara and at the
same time, several very serious and positive negotiations are going on for
various projects in prestigious and exclusive areas in the different part of the
city.
Prices:
47

Price is the amount of money customers have to pay to obtain the product.
They are more concern about their product price. They are trying to keep
their product price reasonable for more attractive toward the customers.
DHL are also aware to give compensation by one party to another in return
for goods or services. They are start with BDT. 485000 to 875000 for Divine
Sea Point Hotel share and we are start with BDT 900000 to 1050000 for per
katha land in Dhaka city. And BDT 5500 to 8500 price per sft for ready
apartment.
Discount:
If the customers pay all amount of money at a time then DHL will give some
discount.
Credit terms:
Customers can purchase the product & services on letter of credit and T/T.
For T/T they must need to give 70% cash for purchase.
Promotion:
Promotion means activities that communicate the merits of the product and
persuade target customers to buy it.
Advertising:
DHL are using different types of advertising this areNewspaper Advertisements
Door to door advertisement
Supply the leaflet
Supply the brochure
Provide the prospectors
Advertisement on website.
Happy birth Day greetings
Consistent And Committed
Current Events
"Thank You" - Magic Words
48

Throw A Party
Give A Gift
Direct Mail
Search Engines
Ads And Banners
Don't Forget The Kids
Sales promotion
In order to increase a sells volume DHL introduce a new offer for their
customer that is if any customer buy three flat at a time payment than you
will enjoy Dhaka to Bangkok air ticket with all travelling cost.
Sale Promotion Tools:
Advertising, promotions, social media and public relations all support
marketing strategies using different and specific methods. Sales promotions
are temporary deals, events and ways of communicating with potential
customers to motivate them to spend, or spend more. Adapting a variety of
common sales promotions to your situation helps you increase your revenues
and profits.
Cash rebate Promotion Tools
Coupon
Discount
Social Media Marketing

Attract prospects' attention
Arouse their interest
Trigger desire
Inspire definitive action
Postcard Direct Mail Marketing
Ideas For Generating Referrals
Place:
49

The product should be available from where your target consumer finds it
easiest to shop. As they are introducing fixed asset product like land, Hotel
and Apartment. So they are trying to locate their product by the side of high
way road, more busy commercial area, and residential area so that customer
feels more flexible to move one place to another place.
People:
The employees that execute the service, chiefly concerning the manner and
skill in which they do so DHL has strong and qualitative employees, thats
why the work becoming more easier and friendly. They are goes with people
to keep forward their business.
Process:
The delivery of service of DHL is usually done with the customer present so
how the service is delivered is once again part of what the consumer is
paying for. All process from 1st step to last every things are very much clear
both organization and customer during the dealing time.
Physical Evidence:
The more important of every business to maintain some business evidence
to create positive impact in customer mind. As DHL continue their activities
with physical product and service they must keep their possible evidence to
capture customer.
4.2.6
Market Position:
Based on market survey we got many competitors. We are classified that

on the chart:
50

Market Position
SAP; 15%
Sigmarobots; 2%
Tally ERP.9; 42%
Oracle; 14%
Application Solution LTD.; 1%
Money Talker; 3%
Dream Apps; 23%
Fig 10: Market position

On the bases of the chat, DHL have select their market position will be
second.
4.2.7 Market Size:

The
number
of individuals in
certain market who
are
potential buyers and/or sellers of a product or service. DHL are interested in

knowing the market size before launching a new service like as Hotel share,
ready apartment and land sell. Immediately after the launch new service
started its aggressive plans to develop it into a leader in the Holdings at
affordable prices.
4.2.8
Market Share:
DHL market share is calculated by taking its sales over the period and
dividing it by the total sales of the industry over the same period. The pricing
objective of DHL product is maximum market share. Because their broad
objective was, capture the middle and high class people. Therefore, they
want to maximum their market share. DHL believe that a higher sales
volume will lead to lower unit cost and higher long run profit. They set the
lowest price, assuming the market is price sensitive.
51

4.2.9 Market Growth
The Bangladesh Holdings market has now entered into a new era.
Bangladeshis economy is growing at a healthy rate, and these factors will
contribute to a very healthy rate to a healthy growth in penetration of real
estate Company in this country. DHL started their business and continuously
growth their business. By investing in many area and selling their product,
gradually DHL going to the top.
4.2.10
Public relation
This servicing of relation is done by the public relation office. DHL think that
the major function of the public relation office is to handle press releases,
support product publicity, create and maintain the corporate image, handle
matters with lawmakers, guide management with respect to public issues.
They are looking at ways to converge with functions of marketing and public
relation in marketing public relation. By using MPR tool DHL building
awareness by generating stories in media. Once the story is in circulation
MPR can establish credibility and create a sense of enigma among sales
people as well as dealers to boost enthusiasm. MPR is much more cost
effective tool than other promotional activities.
4.3 Marketing promotional process of DHL

4.3.1
E-mail marketing:
DHL follow email marketing to influence the customers. They send a

message to a group of people by using their mail. In its broadest sense,
every email sent to a potential or current customer could be considered
email marketing. DHL usually involves using email to send ads, request
business, or solicit sales or donations, and is meant to build loyalty, trust, or
brand awareness. Email marketing can be done to either sold lists or a
current customer database. DHL maintain lots of existing and pre-customer
email address in their database. When any flat or suites becomes ready than
52

they inform to all customers by using email with description and image of
that project. If anybody becomes interested after read this email then
contract with DHL. The marketing people of this organization try to follow up
them.
4.3.2 Tradeshows / Fair:
It is incredibly effective promotion and sales opportunities. DHL always
attend various fair & trade shows like REHAB fair & DITF fair. DHL also attend
in various types of housing fair in abroad like Italy, UAE, Canada, USA, KSA
etc.
4.3.3 Social Media Marketing:

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

DHL created a face book page
(https://www.facebook.com/divineholdings)
and providing all information about their new project. From this page
customers can know their current activities. If somebody feel interested then
contact with DHL authority.
Twitter marketing:
DHL was opening a twitter account and upload their current marketing
activities by this account and customers are getting more information from
this account.
YouTube marketing:
Everyone today is talking about Face book and Twitter, but what many
people don't realize is that YouTube is one of the most underutilized and
53

underestimated marketing channels for small & medium businesses. DHL are
using YouTube marketing and they uploaded their marketing activities on
YouTube and customer are watching more carefully after watching this video
customers will be interest there product.
4.3.4
Mobile phones and telemarketing:
Telemarketing is a method of direct marketing in which a salesperson solicits

prospective customers to buy products or services, either over the phone or
through a subsequent face to face or Web conferencing appointment
scheduled during the call. An effective telemarketing process often involves
two or more calls. The first call determines the customers needs. The final
call motivates the customer to make a purchase. DHL done their
telemarketing form their office if any customers interested to buy their
product than telemarketing department inform their salesman to motivate a
new customer.
4.3.5 Marketing Welfare:

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

One of the most important functions of marketing department of DHL is to
design a set of written goals, objectives and strategies for marketing
activities of the organization. This means establishing rules and business
concept of how the organization will conduct itself on the market, what
marketing instruments will be used, what goals will be set and what
strategies should be applied to attaining effective advertising campaigns.
The marketing department develops a market-based business strategy that
54

provides unique value to the customers on all services and products of the
organization.
4.5 Limitation of marketing department:
We find out some limitations of marketing department in holdings business.
These are given bellow.
1. The
biggest
limitation
of
DHL
marketing
department
is
lack
of
communication with their customer and pre-customer.

2.
Most of the employees of marketing department are not too much

creative and effective. They are very much lazy about their innovation to
capture new customers.
3.
Time of international marketing, they are not able to focusing their

purpose and qualities of their business. So customers are not getting
interested to buy or use their product and services.
4. Unless targeting a specific audience, business might have to push back.

5. Marketing department is exposed to employee beliefs about company
offerings from the time products are conceptualized. This exposure makes
it difficult to break away from the groupthink mentality and conduct
research from a neutral framework. Relying on internal staff may cause
survey question bias and inadequate customer satisfaction research.
6.
Limited resources and employee knowledge gaps may hamper the

effectiveness and thoroughness of in-house research efforts.
7.
Centralized marketing departments have difficulties conducting in all

markets where their products may be placed. Internal and external
marketing of DHL have contacts in multiple geographic locations that
55

cannot localize and conduct effective marketing strategy for current or
potential customers.
4.6 Suggest necessary recommendations:

1.
Arrange training season for the employee to develop their skill and
knowledge.
2.
Proper communication with the customer and try to understand their

requirement and needs.
3. To create some innovative idea and encourages the customer for using
their product and services.
4.
Limited resources and employee knowledge gaps should be fulfilling so

that effectiveness and thoroughness of in-house research affordable.
5. All employees should be more concern about their responsibility and fill
their target.
6. To create time management and team building and leadership.
4.7 Product knowledge:

It is very important that each of the marketing and sales team members
have adequate product knowledge on what they are selling. If anyone does
not have experience on Housing Business An in house product knowledge
training can be designed and train them before the get-on with their job. This
will enable them to come up with realistic marketing and sales approaches.
DHL is arranging training session for their new sales people to give the ideas
about their product knowledge.
4.8 DHL is a Brand
56

Now we see that DHL is a brand. It has all qualities for branding.
Choice
Criteria
Brand
Element
Memor
able
Meani
ngful
Transfe
rability
Adapta
bility
Prot
ect
abili
ty
Like
abili
ty
NAME
LOGO
DHL
COLOR
SLOGA
N
Blue/
Orange
DHL For
the wellbeing of
the
country
and the
nation
Fig11: Branding
4.9 Customer relationship management (CRM):

DHL give many advertisements by using radio, newspaper, bill board,
television etc. If any people contact with them after watching that
advertisements, on that time their marketing department try to write
peoples name as a pro-client in their entry list. After completing this steps
57

marketing department send this information to their boss for giving the
excess to handle. After fill this step they try to fix a meeting with that people
and discuss everything. Step by step they go for their goal. And finally
organization sells their product or service to the customers. And they try to
long lasting relationship with their customers.
4.10 PESTEL analysis:

A PESTEL analysis for DHL must consider all the important external factors
impacting on the company. These factors may have political, economic,
sociological, technological, legal or environmental dimensions. A PESTEL
Analysis for DHL is described below:
4.10.1
Political
The political analysis must include the impact of local and national
government, and the international situation.Changes in government policy
might affect the business of DHL. For example,
A decision to subsidies some important project of the company such as
launching a new office, or starting a new market plans.
An increase in unemployment due to a downward turn in the world
economy.
Many political issues such as strike, Hartal etc. may affect the work
status of the company.
4.10.2 Economic:
The future of the company depends on economical condition. The
economy affects a business of DHL in terms of
58

Taxation
Government spending
General demand
Interest rates
Bangladeshi and global economic factors
Impact on sales of the credit crunch
.
4.10.3
Fig: 12 PESTEL analyses

Social:
Sociological analysis is all about analyzing the background of social culture. It

is not permitted in our society that a girl can stay outside of the house after
10PM. So, sometimes it becomes too hard for us to provide 24 hours
services. Besides, it creates gender discrimination in recruitment process as
of women are not capable of working late night.
4.10.4
Technological:
Technological factors are usually easier to spot, because new technologies

involve change, and change is always noticed. It sometimes becomes too
hard to come up with the technological changes. As the company deals with
59

high quality of software development it requires high configured PC and
updated software to fight with the other competitor. But most of the
company is not showing interest to get the update version of software.
Always technological advanced is not helpful to us.
4.10.5
Legislative:
The change created by technological advances often lead to legal problems,

which is why legal analysis is always an important part of a PESTEL
analysis.The legislation in society affects the business.For example, Changes
in employment laws on working hours.
Government approval to run the business.
legal identity of the company
Rules and regulation about running business in our country.
4.10.6
Ethical:
It is our duty to maintain the ethical responsibility by keeping our customer

work more secured so that no one can leak out from our end. DHL always
ensures the best safety policy to maintain secrecy of the designs.
4.11 Budgeting:
Budgeting is a necessary part of a marketing plan. It helps the company to
understand the effects of the actions in the marketing plan. The budget
should show the costs and profits of the marketing actions. The budget is
furthermore made to help to control the marketing costs and to evaluate the
necessary resource usage for the marketing. DHL marketing plan typically
includes like as marketing development strategy, Branding, positioning
strategy, sales promotion, marketing mix, target market, major marketing
campaign etc. the purpose of marketing plan is to develop new ideas for
60

improving sales volume. And the budge of marketing plan cost is depending
on organization ways.
61

4.12
Comparative analysis with others:
The competitors of the Divine Holdings Ltd. are as following:
Bridge Holdings Ltd.

Alliance Holdings Ltd.
Asset Developments and Holdings Ltd.
Assurance Holdings Ltd.
Comparison with Bridge Holdings Ltd.:

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

Bridge Holdings is a Private Limited
DHL is Private Limited Company.

Having 7 years experience as one
Company.
of leading Holdings Company in
Having good reputation in
the country.
Having 8 ongoing projects.
Having above 250 employees.
Reputation
in
handover
the
construction business.
projects with due time.

Having Over Draft account in the
bank.
Having good operating revenue.
Their profit was about 50.3 million
BDT in the last year.

Market dominance.
Having enough equipment thats
Having 30 years experience but

they are not doing better than DHL.
Having only about 200 employees.
Their all projects value is less than
the DHL.
why they need not to rent or hire
Having only 5 ongoing projects.
Their profit was about 30 million

BDT in the last year.
Having good operating revenue but

not as like DHL...
from other companies.

The ongoing projects value is
Sometimes they need to hire

equipments to run the projects
approximately 1050 million BDT.

62
Running several projects not only
work.
Running several projects in Dhaka
Dhaka city but also Coxs bazaar,
city area only.
Chittagong city area.

Having another self
situated in Uttara, Dhaka.

Website is not well designed.
Market share is 20%.
building
Projects handover process is

lengthy.
Having well designed website.
Present market share is 15%.
63
Part 05
5.1 Working on DITF
Chapter 05
Actual Task Part
5.2 Working on corporate offic
5.3 My Responsibilities in Sale

Team
5.4 Working on credit
realization
5.5 My Experiences at DHL
64

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

First day of my joining, I was sent to Dhaka International Trade Fair by an
employer named Mr.Md. Akter Hossain, Marketing Executive under S.M.
Shahadat Hossain Bahar of that company and also said to him to provide
launch when I am in there. . The reason was, The Chief marketing officer
S.M. Shahadat Hossain Bahar said to me to learn for 2/3 weeks from bottom
level of marketing system to understand the whole sales system, after that
you will rejoin in here marketing department.
Me in front of main entry gate into DHL stall.
65

On second day, I was set to DITF in a vacant desk with a Laptop and my
colleague worked here on marketing, from whom I was learnt how to fix
pricing for a new suite share.
5.2 Working on corporate office:
On 12th February, 2015 I have joined in corporate office under Mahfujur

Rahman (Shipon) Deputy manger (sales and Mkt) Officer.
He always
suggests and assist me how to do and what to do which makes my duties

quite possible and easier.
5.3
My Responsibilities in Sales Team:
To contact with Client & Customer by the Telephone
Face to face meeting with the Client & Customer
To visit the Project of Divine Sydney city & others project.
Develop and maintain a customer database
To attend the Marketing meeting time to time.
Plan and conduct direct marketing activities
Make sales calls to new and existing clients
Develop and make presentations of company products and services to

current and potential clients.
66
5.4
Maintain sales activity records and prepare sales reports.

Working on credit Realization:
I was working on credit realization department. I have collected monthly

installment amount form the customer and made a monthly credit realization
report. After preparing that report I had submitted it to account & finance
department
of
DHL.
Received credit
5.5
My Experiences at DHL:
During my internship, I was placed in the department of marketing of the

Divine Holdings Ltd. , I was worked under (CMO) S.M. Shahadat Hossain
Bahar as a part of sales team. DHL is one of the renowned Housing
companies in Bangladesh. DHL has becomes a trusted name in the real
estate sector in Bangladesh. From its very inception the company has won
the confidence and good will of its valued clients.
As an intern, I worked in the DHL. For 12 weeks. As an intern, I have the
opportunity to do different types of tasks; especially I participated in different
marketing activities of the company which broadened my perception about a
67

companys operation. Where I got a chance to observe the corporate clients,
customers behaviors and listen to their demands and expectations.
I worked in sales team for the purpose of marketing campaign and DHL sales
team is really cooperative and friendly they are always suggest me how to
identification a good customers and how to motivate a good customer. I
worked in marketing team and credit realization department. All my
colleagues were really cooperative and friendly to me. I enjoyed working in
DHL.
68
Part 06
Chapter 06
Research part
6.1
6.1 Defining problem

6.2 Selection of the topic
6.3 Methodology of the
study
6.4 Respondents element
6.5 Time Frame
6.6 Budgeting
6.7 Sample Size
6.8 Sample technique
6.9 Sampling plan and
procedure
6.10 Analysis of Data
6.11 Hypothesis
Development
Defining problem:
During my internship I have worked in the marketing department of Divine

Holdings Ltd and I have gathered much practical experience that helps me to
build my career. Marketing department is the driving force for a company. It
takes some profitable steps to collect company finance. The performance of
marketing department is good, but I have found some inequality between
the customers and the organization. So, I want to find it out, on my research
69

part and lastly I will provide some recommendations, so that they can use
those, if they want.
6.2
Selection of the topic:
Here the analysis topic Marketing Plan of Divine Holdings Ltd.. The topic of
the study was chosen in consultation with the honorable supervisor. While
assigning the topic necessary suggestions were provided by honorable
supervisor to make this project report a well organized.
6.3
Methodology of the study:
By taking the help of the primary data, I have made this report more
effective.
I have collected data from the company, different Real estate
/holdings companies and REHAB website. Moreover, I have conducted

primary research which consists of the opinions of different classes of people.
I will be conducting the primary research through door to door survey, mailed
questionnaire, personal interview and group discussion with friends. And my
sample size will be 50.
To make the data meaningful I have done Frequency and graphical
presentation etc.
In order to prove the hypothesis I have taken some variables as
independent variables.
6.4
Respondents element:
The total respondents are two classes:

Executive employee
Business people
6.5
Time Frame:
Events
Primary Data
Secondary Data
Time
10 days
10 days
70

Analysis of Data
Total
6.6
15 days
35 days
Fig13: Time frame
Budgeting:
Criteria
Data Collection
Transportation
Processing, Printing, and Binding
Total
Fig14: Budgeting
6.7
Cost
(BDT)
700
500
1500
2700
Sample Size:
The sample size of this study has been consisted of the Business people,
employers of the company, and Service holders. A total of 50 respondents
have been conducted.
Here,
6.8
n = sample size = 50
Sample technique:
I have used Likert scale to get the response from the customer .I would like
to know whether respondents are (1)Strongly Disagree (2), Disagree (3)
Disagree Neither Agree Nor Disagree (4), Agree (5), and Strongly Agree
6.9
Sampling plan and procedure:
Actually it is not possible to talk each and every customer for filling up the
question. For conducting this research, I have followed the probabilistic
sampling procedure in order to select the sample which is Simple random
sampling.
71
Fig 15: Selecting sample by random sample method

The rationality behind following simple random method is to given equal
weight to each elements of the population to have the chance of being
selected for the sample.
6.10
Analysis of Data:
After collecting all the data I had analyzed all the data. Individually I had
analyzed the data by myself. Then I had made the comparison of data and
explain it through graph, chart, table etc. I have used MS Word, MS Excel to
analyze data. Also the Parametric and non-parametric statistical tools and
basic statistical techniques have been used. Based on my analysis I have
made findings, limitation, recommendation and conclusion. Finally I will
present my research in front of audiences.
6.11
Hypothesis Development:
With a view of fulfilling the objectives some relevant hypothesis have been
formulated for this study:
1.
HA: DHLs marketing plan is more concerned about existing and new
customer.
2.
3.
HA: Their promotional strategies are market oriented.

HA: The company considers different types of advertisement to
increase sales.
72

4.
HA: The price of their overall products or services is comparatively

reasonable to the customers.
5.
HA: The sales team of DHL is capable enough to achieve the

satisfaction of prospective customer.
6.
7.
HA: DHL develop an integrated clicks to-pick strategy.

HA: DHL strongly committed to customer to fulfill their needs and
wants.
Necessary Formula to calculate Z Test value

Hypothesis range
1=Strongly Disagree
2=Disagree
3=Neither agree nor
disagree
4=Agree
5=Strongly agree
Total
Average (
Standard
H1
02
04
08
H2
04
06
10
H3
10
09
05
H4
05
03
07
H5
12
15
09
H6
06
08
14
H7
05
07
05
13
23
201
4.02
14
16
182
3.64
12
14
161
3.22
18
17
189
3.78
7
7
132
2.64
08
14
166
3.32
18
15
181
3.62
1.28
1.37
1.59
1.3
1.40
1.44
1.4
Deviation( )
Z-test value
8.35
5.88
3.20
6.74 0.80 4.1
5.8
Figure16: Summary of responses of the respondents& manual calculation

(Sources: Questionnaire Survey)
N.B: In a 5-point scale, the mean value is 2.5
Z table:
Probabili
ty
0.20
z value
0.85
* this is often used in in power calculations
73

power=0.8, =0.2
0.10
0.05
1.29
1.65
0.025
1.96
0.01
0.005
0.0025
0.001
2.33
2.58
2.81
3.10
* this is often used for testing statistical

significance p=0.05
* this is often used to define the 95% confidence
interval (2.5% each side)
1. HO: DHLs marketing plan is not more concerned about existing and new
customer.
HA: DHLs marketing plan is more concerned about existing and new
customer.
Ho =2.5
HA: >2.5
n=50,
Here,
xi
1
2
3
4
5
Level
of
fixi
n
=
fi
2
4
8
13
23
50
fixi
2
8
24
52
115
201
fixi xi
2
16
72
208
575
873
significance: 5% = 0.05
201
50
4.02
873
49
( 4 . 02 ) 2 ]
= 1.286
74

Zcal= (
-)/ (
/n) = (4.02-2.5)/ (1.286/7.07) = 8.35
At 5% level of significance, follows Z -distribution Z0.05 =1.645

Since Z cal> Z tab the (8.35>1.645) null hypothesis is not accepted.
marketing plan
4%
Strongly disagree
Disagree
Neither agree nor
Disagree
Agree
Strongly agree
8%
16%
46%
26%
Figure-17
At 5% level of significance, it is proved that marketing plan is more
concerned about existing and new customer.
2. HO: Their promotional strategies are not market oriented.
HA: Their promotional strategies are market oriented.
Ho =2.5
HA: >2.5
n=50, Level of
Here,
Xi
1
2
3
4
5
Fi
4
6
10
14
16
50
Fixi
4
12
30
56
80
182
Fixi xi
4
24
90
224
400
742
fixi
n
182
50
3.64
75
742
49
( 3 . 64 ) 2 ]
= 1.375
Zcal= (
-)/ (
/n) = (3.64-2.5)/ (1.375/50) = 5.88

Since Z cal> Z tab (5.88>1.645) the null hypothesis is not accepted.
Promotinal strategies
Strongly Disagree
Disagree
Neither agree nor
disagree
Agree
Strongly agree
8%
12%
32%
20%
28%
Figure-18
At 5% level of significance, the survey proves that their promotional
strategies are market oriented.
3. HO: The Company does not apply different types of advertisement to
increase sales.
HA: The Company considers different types of advertisement to increase
sales.
Ho =2.5
Xi
1
2
3
76 4
5
Fi
10
9
5
12
14
50
Fixi
Fixi xi
10
10
18
36
15
45
DIVINE
HOLDINGS
LTD.
48
192
70
350
161
633

HA: >2.5
n=50, Level of significance: 5% = 0.05
fixi
n
Here
=
=
161
50
3.22
=
=
633
( 3. 22 ) 2 ]
49
= 1.59
Zcal= (
-)/ (
/n) = (3.22-2.5)/ (1.59/50) = 3.20

Since Z cal > Z tab (3.20>1.65) the null hypothesis is not accepted.
Advertisement
28%
20%
Strongly Disagree
Neither agree nor
disagree
Strongly agree
18%
24%
Disagree
Agree
10%
Figure-19
77

At 5% level of significance, it can be said The Company considers different
types of advertisement to increase sales
4. HO: The price of their overall products or services is not comparatively
HA:
The price of their overall products or services is comparatively
Ho =2.5
HA: >2.5
fixi
n
Here
=
189
50
=
[
Fi
Fixi
1
2
3
4
5
05
03
07
18
17
50
5
6
21
72
85
189
Fixi
xi
5
12
63
288
425
793
3.78
Xi
fixi xi X ]
2
n 1
793
49
( 3 . 78 ) 2 ]
= 1.37
Zcal= (
-)/ (
/n) = (3.78-2.5)/ (1.37/50) = 6.74

78

Price
34%
10%
6%
Strongly disagree
Neither agree nor
Disagree
Strongly agree
14%
Disagree
Agree
36%
Figure-20
At 5% level of significance, this survey proves that the price of their overall
products or services is comparatively reasonable to the customers.
5. HO: The sales team of DHL is not capable enough to achieve the
HA: The sales team of DHL is capable enough to achieve the satisfaction of
prospective customer.
Ho =2.5
HA: >2.5
n=50, Level of significance: 5% =
Xi
1
2
3
4
5
Fi
12
15
9
07
07
50
Fixi
12
30
27
28
35
132
Fixi xi
12
60
81
112
175
440
0.05
Here
=
2.64
= 1.42
Zcal= (
-)/ (
/n) = (2.64-2.5)/ (1.42/50) = 0.8

Since Z cal< Z tab (0.8<1.645) the null hypothesis is accepted.
79

Sales team
14%
Strongly Disagree
Disagree
Neither agree nor
disagree
Agree
Strongly agree
24%
14%
18%
30%
Figure-21
At 5% level of significance, it can be said that the sales team of DHL is not
capable enough to achieve the satisfaction of prospective customer.
6. Ho: DHL does not develop an integrated clicks to-pick strategy.
HA: DHL develop an integrated clicks to-pick strategy.
HA: >2.5
Ho =2.5
n=50,
Level
of
Here
=
Xi
1
2
3
4
5
Fi
06
08
14
08
14
50
Fixi
06
16
42
32
70
166
Fixi xi
06
32
126
128
350
642
3.32
= 1.44
Zcal= (
-)/ (
/n) = (3.32-2.5)/ (1.44/50) = 4.1
80

Clicks to pick starategy

12%
Strongly disagree
Disagree
Neither agree nor
Disagree
Agree
Strongly agree
28%
16%
16%
28%
Figure-22
At 5% level of significance, it can be said that 28% respondent are agreed
that DHL develop an integrated clicks to-pick strategy.
7. HO: DHL is not strongly committed to customer to fulfill their needs and
wants.
H A: DHL strongly committed to customer to fulfill their needs and
wants.
Ho =2.5
HA: >2.5
Here
=
3.62
= 1.42
81
Xi
1
2
3
4
5
Fi
05
07
05
18
15
50
Fixi
5
14
15
72
75
18
1
Fixi xi
5
28
45
288
375
741

Zcal= (
-)/ (
/n) = (3.62-2.5)/ (1.42/50) = 5.8

Committed to customer
10%
30%
14%
10%
Strongly Disagree
Disagree
Neither agree nor
disagree
Agree
Strongly agree
36%
Figure-23
From this study it is revealed that 36% respondents are agreed, So DHL
strongly committed to customer to fulfill their needs and wants.
82
Part 07
7.1
Chapter 07
Findings, Recommendation &
Conclusion
7.1 Findings
7.2 Recommendations
7.3 Summary
Findings:
83

I.
From this study it is revealed that 72% are agreed and 12% are
disagreed that DHLs marketing plan is more concerned about existing
II.
and new customer.

From this study it is revealed that 60% is agreed and 20% is disagreed
III.
that their promotional strategies are market oriented.

From this study it is revealed, that52% is agreed and 38% is disagreed
that The Company considers different types of advertisement to
IV.
increase sales.
From this study it is revealed, that 70% is agreed and 16% is disagreed
that the price of their overall products or services is comparatively
V.

that the sales team of DHL is not capable enough to achieve the
VI.

VII.
that DHL develop an integrated clicks to-pick strategy.

that DHL strongly committed to customer to fulfill their needs and
wants.
7.2
I.
Recommendations:
I through a question to DHL customers, DHL more concerned about
existing and new customers. And maximum of them compliance with us
that, DHL take good care about exist and new customers. As I got good
response from market after that, I would like to tell them to sort/find the
risk factors and minimize it. I also want this organization perform very
well in market and accelerate their business.
II.
DHL should ensure that their promotional strategies are market oriented.
Because behind of every business customers are everything. To capture
this huge numbers of customers their promotional activities should be
creative and must be market oriented. If there is any dissimilarity
84

regarding the promotional commitments than company will fail to
explore new client.
III.
Advertisement is the main key to influence the customers. They should

consider their different types of advertisement to increase sales. If they
want to improve their sales margin they should increase different types
of advertisement like as Billboard advertising, online advertising,
Newspaper advertising etc. On the survey, most of the responses were
negative on this hypothesis, so they should take it sincerely.
IV.
More over most of the customers agree with me. After that DHL would
be aware about their product & service price. As price is the main fact
now a days, company need to be more careful when they select this.
There are so many competitors in the market. So, they can be concern
about their competitors price. Customers always searching for high
quality product and service with low cost. So organization need more
effective to develop high quality product and service with competitive
price.
V.
DHL should be developed their sales team and its strategy.
Human
nature always wants to divert old to new. New and innovative strategies
easily impress the customers.
So DHL should find out some new
strategy and creative planning for satisfying and fulfilling the customers
demand properly.
VI.
DHL should be developing an integrated Clicks-to-Pick strategy for

their customers. New world based on internet and technologies,
customer also fined more flexible way to complete their work. They
always tried to do their work very shortly. So Clicks-to-Pick strategy will
be more effective than others.
VII.
DHL should be strongly committed to their customer to fulfill their

needs & wants because assurance is the best way to getting new
85

customers. Now people are more professional about their work. If any
organization failed about their commitment people will get back and
become discourages. So DHL should be more professional about their
commitment.
7.3
Summary:
The competitive environment in the contemporary global economy requires

an efficient method on the part of enterprises to influence the innate
knowledge and experience of employees and executives for competitive
advantage. DHL is one of the biggest organizations in Bangladesh and
contributing the highest amount of GDP in the economy. As an organization
the DHL has earned the reputation of top Holdings Company in Bangladesh.
DHL achieved paramount fame in this countrys construction scenario
through successful construction of many projects. From these projects Divine
Holdings Limited are generating large amount of profit in the last six years.
To prepare my internship report, I think I gathered enough information and
get better experience in work in marketing department. Top management
and all the employees, by hard working and sincere efforts; have increased
the marketing of the company so that it becomes one of the leading
Companies in Bangladesh. DHL is given incentives and rewards to the
Employees so that motivation and encouragement is expressed. DHL is
marketing its products to several consumers. However, they should take all
the necessary steps that are needed for market promotion.
86
Part 08
8.1 Abbreviations
Chapter 08
Appendix part
8.2 Bibliography
8.3 Web Link
8.4 Questionnaires
87
8.1
Abbreviations:
BNBC
Bangladesh National Building code
CDL
Capita Land Development Ltd.
CEO
Chief Executive Officer
COO
Chief Operating Officer.
CRM
Customer Relationship Management
DHL
Divine Holding Limited.
DHLD
Divine Holdings Land & Development Ltd.
DCCI
Dhaka Chamber Of Commerce & Industry
DITF
Dhaka International Trade Fair
GBHL
Green Bangla Holdings Ltd.
HRM
Human Resource Management
LC
Letter of credit
NRB
Non Residence Bangladesh
MOL
Ministry Of Land
RAJUK
Rajdhani Unnayan kortripokha
88

REHAB
8.2
Real Estate & Housing Association of Bangladesh
Bibliography:
Cooper.D. and Schindle.p., (2003). Business Research Methods .8th .India:

Tata McGraw-Hill
Doman Don, Market Research Made Easy (Self-Counsel Business), Fourth
Edition: 2002, 2003
Fink Arlene, How to Conduct Surveys: A Step-by-Step Guide , Second
Edition: 2001, 2002
Kotler, Philip. Principle of Marketing. Second European Edition: Prentice
Hall Europe 1996, 1999.
None
(2009).
Divine
Group.
[Online]
Available
From:
http://www.divinegroupltd.com/ [Accessed: September 2009]

Private Sector Housing. Dr.Toufiq M. Seraj 2012, Page no: (21-31)
Reza.Ali and Rajib (2015). marketing .[Interview] 24th Mar 2015
8.3
Web Link:
I.
II.
III.
www.divinegroupbd.com
www.wikipedia.com
www.google.com
IV.
http://www.divinegroupltd.com/
V.
https://www.facebook.com/divineholdings
VI.
www.businessdictionary.com/definition/real-estate
89
8.4
Questionnaires:
Dear Respondent,
This is Md. Motalib Hossain student of Bachelor of Business Administration
(BBA), in the College of Business Administration (CBA) at International
University of Business Agriculture and Technology (IUBAT). I am doing
internship in Divine Holdings Ltd. and conducting a survey on Marketing
plan for Divine Holdings Ltd.As a partial fulfillment of the course BUS 490
Practicum.
Would you mind giving us few minutes to answer some questions? All the
answering questions will be highly acknowledged and esteemed, as it will be
a great assistance for me to complete the research project. I need your
cooperation for fulfillment of my report. Thank you for your mindful
cooperation.
Instruction: Please put () tick in the specified boxes and write down your
comments in the specified space.
Name
: ..
Survey:
Occupation : ......................
Ltd.
Age
Gender
Divine
Holdings
: ..
: ..
1. DHLs marketing plan is more concerned about existing and new customer.
90

o
o
o
o
o
Strongly Disagree
Disagree
Neither agree nor disagree
Agree
Strongly agree
2. Their promotional strategies are market oriented.

o
o
o
o
o
Strongly Disagree
Disagree
Agree
Strongly agree
3. The company considers different types of advertisement to increase sales.

o
o
o
o
o
Strongly Disagree
Disagree
Agree
Strongly agree
4. The price of their overall products or services is comparatively reasonable

to the customers.
o Strongly Disagree
o Disagree
o Neither agree nor disagree
o Agree
o Strongly agree
5. The sales team of DHL is capable enough to achieve the satisfaction of
prospective customer.
o
o
o
o
o
Strongly Disagree
Disagree
Agree
Strongly agree
6. DHL develops an integrated clicks to-pick strategy.

o Strongly Disagree
o Disagree
91

o Neither agree nor disagree
o Agree
o Strongly agree
7. DHL strongly committed to customer to fulfill their needs and wants.
o
o
o
o
o
Strongly Disagree
Disagree
Agree
Strongly agree
Thanks to All
92
The End
93

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An Internship Report on Marketing Plan of Divine Holdings Ltd.

An Internship Report on Marketing Plan of Divine Holdings Ltd.

DIVINE HOLDINGS LTD.

An Internship Report on Marketing Plan of Divine Holdings Ltd.

1.2 Origin of the report:

DIVINE HOLDINGS LTD.

An Internship Report on Marketing Plan of Divine Holdings Ltd.

1.3.1. Broad objective:

1.3.2. Specific objectives:

Overall review of the company.

DIVINE HOLDINGS LTD.

An Internship Report on Marketing Plan of Divine Holdings Ltd.

Purpose of the study:

1.6 Scope of the Study:

1.7 Methodology of the Report

DIVINE HOLDINGS LTD.

An Internship Report on Marketing Plan of Divine Holdings Ltd.

Conducting the primary research through door to door survey, mailed

1.7.2 Secondary data sources

Significance of the study:

Time schedule of the study

DIVINE HOLDINGS LTD.

An Internship Report on Marketing Plan of Divine Holdings Ltd.

Figure01: Gantt chart of time schedule

DIVINE HOLDINGS LTD.

An Internship Report on Marketing Plan of Divine Holdings Ltd.

DIVINE HOLDINGS LTD.

An Internship Report on Marketing Plan of Divine Holdings Ltd.

2.1 Organizational Histo

2.4 Aim & Objectives

2.5 Company at a Glanc

DIVINE HOLDINGS LTD.

An Internship Report on Marketing Plan of Divine Holdings Ltd.

Divine Group is the biggest contingent serve group in Bangladesh. It has

DIVINE HOLDINGS LTD.

An Internship Report on Marketing Plan of Divine Holdings Ltd.

2.4 Aim & Objectives:

DIVINE HOLDINGS LTD.

An Internship Report on Marketing Plan of Divine Holdings Ltd.

2.5 Divine Group at a Glance :

July 21, 2009

BOW BUSINESS CENTER, SUITE# 208 (2ND FLOOR), 153-159

United Arab Emirates ( DUBAI ) OFFICE

A.N.M Kefayet Ullah (Naeem)

DIVINE HOLDINGS LTD.

An Internship Report on Marketing Plan of Divine Holdings Ltd.

All sister concerns of the Group:

2.6 DHL Activities:

Business around the globe:

Fig: 2 Business Globally

DIVINE HOLDINGS LTD.

An Internship Report on Marketing Plan of Divine Holdings Ltd.

The countries are:

Divine Holdings Limited is one of the top leading holdings company in

Divine Sea Point

Divine Uttara City

Divine Sydney City

Divine Hatir Jheel

Divine Sea City

Divine Suit Hotel

DIVINE HOLDINGS LTD.

An Internship Report on Marketing Plan of Divine Holdings Ltd.