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ACKNOWLEDGEMENTACKNOWLEDGEMENT

I express my sincerest gratitude and thanks to

honorable, Madam Mohana Matin, for whose

kindness I had the precious opportunity of doing the

report on Homeland real Estate. Under her brilliant

guidance I could complete the project beingundertaken on the Homeland Real Estate Marketing

Report successfully in time. I would also like tothank the overwhelming support of all the people who

gave me the opportunity to learn and gain the

knowledge about the various aspects of the industry.

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Executive SummaryExecutive Summary

The report consists of a detailed view of the tasks, which wehave been undertaken to analyze the scenario of the realestate market and the buying behavior of the people whilepurchasing the property. For the accomplishment of the taskwe had prepared various set of the questionnaire so as toknow the consumer buying behavior and also how a realestate firm is diversifying it to the publications. Besides this,the report consists of the finding that Delhi an NCR region isthe major attraction for the real estate investors and hasmore scope to grow in terms of property market. The projecthelped me to know more about the realty sector and alsoabout the current scenario of the property market in

Bangladesh.

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Company BackgroundCompany Background

As a company Homeland urges Active Participation, it is aplace that nurtures and encourages innovation and

maintains an environment of easy

approachability."Disappointment is the difference between

what a client EXPECTS and what the agent DELIVERS"

Homeland Real Estate has thoroughly researched what aclient requires from their agent. Speak to anyone who has

experienced the PROCESS of buying or selling Real Estate

and often their findings are a combination of stress,

disappointment and ultimately compromise! One of the many

goals at Homeland Real Estate is to ensure your next move is

a positive one. Homeland Real Estate was founded aroundone simple mission. The company is into: Constructions,Renovations, Architectural and Interior Designing.

.

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An Overview on Real Estate IndustryAn Overview on Real Estate Industry

As this springing up realty sector is getting on into a

stable and sustainable economic sector, three key

trends, which are likely to shape its future, are

emerging:

Increased focus on execution risks

Increased investments in mixed-use development

projects with a view to extract the maximum

synergic benefit

Syndication among real estate developers on

execution of big- ticket development projects, i.e.,

shift from competition to partnership.

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An Overview on Real Estate IndustryAn Overview on Real Estate Industry

Government Initiatives:

100% FDB is allowed in the realty projects through automatic routes.

In case of integrated townships, the minimum area which could be

developed has brought down to 25 acres from 100 acres.

Urban land (Ceiling and Regulation) Act, 1976 (ULCRA) repealed by

increasingly large number of states.

For the wholly- owned subsidiaries and joint ventures, the minimum

capital investment stands at US $10 million and US $5 million,

respectively.

Minimum lock-in period of three year is there for the full repatriation of

the original investment.

For the single brand retail outlets and for the cash-and-carry through

the automatic route, 51% and 100% of the FDB is allowed respectively.

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WHO ARE THE ATF MEMBERS?

Diversification Strategy

Basically there are two types of diversification.These are:-i) Concentric Diversificationii) Conglomerate Diversification

On the basis of direction, diversification may beclassified as:-i) Vertical Integrationii) Horizontal Integration

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Homeland Real Estate

Chapter 2

Research

Methodology

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ObjectivesObjectives

The broad objective of the project is to study the

diversification of a real estate company to the

publications.

i) To study how a real estate company is diversifyingitself to the publications.

- potential advertisers

ii) To study general buying behavior of peoples whilepurchasing a property and perception of peoples

about Delhi and cities of NCR.

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Research Problem:Research Problem:

The Homeland is diversifying its business from

Real Estate to Publication and the company wants

to know about the current status of the business of

advertisements in real Estate sector.

The company wants to know about the general

buying behavior of peoples while purchasing a

property.

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Factors and ParametersFactors and Parameters

Price Range, Connectivity to Public transport,

Proximity to workplace, Availability of loan,

Easy Payment Plans, Rate of Interest, Resale

Value, Clear title of property, Proximity toSchool, Proximity to Hospitals, Proximity to

Entertainment Centers, Business

Opportunities , Quality of Living , Law and

Order , Infrastructural Development andLocation.

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Primary Data

Secondary Data

Research Technique

Qualitative techniques comprise of

providing insights & understanding of

problem setting.

Quantitative techniques seeks to quantify

the data & typically applies some form of

statistical analysis.

DATA COLLECTIONDATA COLLECTION

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Area Covered

Sample Size

Area Covered

Convenience Sampling

Sampling Technique

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Chapter 3

Data Analysis

Homeland Real Estate

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Inference: Answering the question How do you maintain you sales? about

48.36 percent of the respondents answered that they maintain their sales on

contact bases whereas about 35.21 percent of the respondents said that they

advertise about their company and the properties available with them for sale.

Now the company can target these 35.21 percent of the respondents for

advertisement in their magazine.

Inference: On asking the question weather the property dealers and

builders wants to expand their business from current level, 88.73

percent of the people responded that they want to expand their

business from current level whereas only 11.27 percent of the people

said that they are satisfied with their current level of business and

they dont want to further expand their business.

Data Collection

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Inference: The response to the question on given chance will you go for

collaboration with other firms nearly80 percent of the total respondents

answered as NO where as only 19.72 percent of the total respondents answered

that YES that can work in collaboration with other firms. The Bar charts above

shows the result shows that the Real Estate sector is a highly unorganized

sector where different property dealers and builders do not want to work in

collaboration with each other.

Inference: While purchasing a property the factor that effects buying decision

of a customer the most is Affordability 56.34 percent of the total respondent

said that they look for affordability firs while purchasing a property. After

affordability the second most prominent factor is location of the property, about

38.03 percent of total respondents responded in favor of Location.

Data Collection

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There is a good portion of property dealers and builders who

wants to advertise them or property available with them either

through magazine or through internet, company can target

these property dealers and builders as their potential

advertisers.

The small companies in major dont want to work in

collaboration.

The major external factors which people consider while

purchasing the property are price, availability of loan and

proximity to workplace.

In Peoples perception Delhi is considered to be the best place on

all the parameters and Noida is the second choice.

Conclusion

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Chapter 4

Management Hierarchy

And Financial Aspects

Homeland Real Estate

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ManagementFRPC Organization and its Committees

Office of management and Budget

(OMB)

Federal Real Property Council

(FRPC)

Senior Real Property Officer

(SRPO)

FRPC Asset Inventory Performance System

Committee Management Plan Measurement

FRPC General Service Department NASA Dept. of

Committee Administration of Defense Agr.

Chairs

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TOTAL FEDERAL ASSET: 1,210,411 assets

Total Area of Building Assets: 3.73 billion square feet

Total Replacement Value of Assets : 1.26 trillion

(Building and Structure)

Legal Interest of Building Assets: 79% owned, 12% leased, 9%

otherwise manager

Legal Interest of Structure: 85% owned, 6% leased, 9% otherwise

(By number) management

Total Federal Land: 54,914,928 acres

FINANCIALASPECTS

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A consistent (national) approach to agency

disclosure is needed

current agreements are inadequate and favor the

interests of the industry

CONCLUSIONS

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Chapter 5

SWOT ANALYSIS

AND

THE MARKETING MIX

Homeland Real Estate

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Strength is defined as any internal asset, technology,

motivation, finance, business links, etc that can help to

exploit opportunities and to fight off threats.

Weakness is an internal condition which hampers the

competitive position or exploitation of opportunities.

Opportunity is any external circumstance or characteristic

which favors the demand of the system or where the system is

enjoying a competitive advantage.

Threat is a challenge of an unfavorable trend or of anyexternal circumstance which will unfavorably influence the

position of the system.

SWOT ANALYSIS

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An organization's strategy impacts its marketing mix:

Long term Marketing Mix Strategy:

Brand building and increase company awareness

Revenue grows gradually with permanent effects

Healthy relationships with distributors and others

Scope for research and development

Short Term Marketing Mix Strategy

Creates immediate revenue

Results are direct and quantifiable

The effect is temporary

Marketing Strategy and Marketing Mix Strategy

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Apart from the real estate agents and dealers, the

company should approach architects and interior

designers also.

The company has limited its research to the Delhiand NCR region only; it should go for other regions

also.

Afollow up should be there for the dealers to whom

the contact in first meeting is not successful.

Recommendations

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Thank You All For Your Endless

Support.

THE END