Project Report
62
PROJECT REPORT CHERIAN GEORGE 5/24/2011
Transcript of Project Report
PROJECT REPORT
CHERIAN GEORGE
5/24/2011
CHAPTER-1
INTRODUCTION
TITLE OF THE PROJECT
Buyer segment analysis of sobha developers ltd Banglalore.
NATURE OF THE STUDY
This project uses Exploratory Research Design to explore the profile of
buyers of sobhas residential flates .
Relevant Information is collected through MIS software and documents available in the company and interview with company executives
OBJECTIVES OF THE STUDY
1) To analyse buyer segment of sobha developers Ltd2) To develop the profile of a typical buyer of sobhas flates.
3) To find out the leading Competitors of sobha. 4) The project is about the study on the buyers segment of the sobha developers Ltd . It
helps to get an understanding about the buyer expectation and their level of satisfaction. This study could help the company to find out the actual customer satisfaction level and try to improve wherever there is a gap in between the product quality and customer
expectation level
SCOPE OF THE STUDY
.The study is for Sobha Devalopers Ltd data have been collected to the customers thus the findings may not be applicable to other builders in Bangalore.Since data is collected only from the customers of SDL the findings may not be applicable to other builders on this market
METHODOLOGY
a) Research design
Exploratory Research is the type of research design followed in this project.
b) Research approach
Secondary Data Analysis and expert opinion was be used to collect information.
Company’s Internal Records and other relevant data will be used for
the secondary data analysis.It is a cross sectional study based on inputs from
executives in the company and secondry data
SOURCES OF DATA
a) Primary Source:
The Primary source for the data collection have done by Interaction with the
employees of sobha developers.
b) Secondary Source:
The Secondary sources for the data collection include internal records of the company such as journals, books, other relevant records and internet.
Collecying data with the help of MIS software
Sampling plan
The determination of sampling units sampling size and sampling procedure comes
under the sampling plan
Sampling size
My sample size is 5 since interview 5 people from the department
TOOLS FOR ANALYSIS
Interview schedule for in-depth interview-.
1. In this organization, difference of opinion with seniors is taken posititively
2. Is Management takes sincere efforts to and utilize employee’s full potential.
3. Is the psychological climate in the organization is very conductive to any employee
interested in developing himself by acquiring new knowledge & skills.
4. Whether the management communicates its goals & strategies effectively to its
employees.
LIMITATION OF THE STUDY
a) Time and resource constraints will lead the study to be restricted to take a
sample of 5 projects of sobha Ltd from a total of 14 projects
b) Being an outsider, company refuses to provide some data as they are confidential in nature
c) Since all the data collected and used where from the organisation ,biases would have crept in
TIME FRAME
Prepare project proposal by the first week of internship programme.
Project proposal approval before 22nd March 2011.
Review of literature on or before 6th April 2011.
Completion of first three chapters on or before 8th April 2011.
Preparation of a frame work for conducting interview on or before 10th April 2011.
Interview with samples during 10th April to 30th April.
Preparation of all the cases during 10th April to 6th May.
CHAPTER – 2
INDUSTRY PROFILE
According to Professor Michael E Porter of Harvard Business School, the real estate
industry not just an industry but a whole sector of the economy. It is composed of many
distinct businesses, each of which is an industry. That is constructing residences, putting
up prime downtown commercial space; brokerage, developing shopping malls etc. are all
industries which has different economic logic. Today real estate has become a major field of business.
Real estate includes all immovable properties like land, buildings and all the natural
resources. It has a great growth potential. Real estate industry is in its boom nowadays.
The cause for this boom is said to bet the outsourcing business industry and consumption-
led growth. The industry had a thirty percent growth rate. Of this about eighty percent of housing.Remaining twenty percent of the real estate includes office, shopping malls,
the real estate development in India has been in the in the field of residential
entertainment centers, hotels, multiplexes and hospitals. A vibrant real estate Investment
market has gradually emerged since early 2005 in response the partial relaxation of FDI regulations in the country. Since the liberalization of foreign direct investment norms in
real estate development under automatic route, there has been renewed enthusiasm and
confidence among property developers and investors enormously aided by a vibrant
economy, spurt in demand, flexible lending norms, competitive home loan rates and
fiscal sops. Further, the change in the market fundamentals indicating good long-term
growth prospects has now put Indian real estate sector on the radar screen of many cross-
border real estate investors/developers. A number of global real estate investors/
developers have started flocking for real estate investment opportunities in India. With
the changing landscape of the real estate sector and the increasing investment potential,distinctive trends have emerged in FDI inflows. These trends revolve around the type ofinvestors, the country of the origin of the investors and the mode of propose investment.Analyzing the current investment trend, it is estimated that the FDI flow in the sector hasprimarily been through two classes of investors; the multinational developers and thefinancial institution/venture capitalists. The multinational developers have shown preference for developing projects in the form of joint venture partnership or joint
development agreements with Indian developers. In today’s scenario, China and India are
among the major destinations witnessing strong cross border real estate investments,
according to a report by Jones Lang LaSalle on ‘Global Real Estate Capital-The Search
for Opportunity Intensifies’. There has been an 18 per cent increase in cross border realty
investment in the first half of 2005 with a total of $237 billion. By the year end the
investment is estimated to jump an all time record of approximately $550 billion, which
is 20% more than 2004. The disintegration of joint families and increased income level
of the Indian middle class population also proved to be instrumental in fuelling the
growth of real estate sector in India. The booming real estate market in India contributed
substantially in our country’s economic prosperity. It is mainly due to the all round
development of our economy that India is now the second fastest growing economy of
the world.In the mid of the year 2008, as the Reserve bank of India increased the repo rate and theCRR, this will have an impact on the industry. There is a slow down in the recruitmentprocess in the industry. The prices of the real estate also have come down a bit in the ITindustry, banking, real estate etc are some of the industries which shows a slower growthdue to the increase in repo rate and CRR.The India Real Estate is a profitable business for all who are interested in the realtybusiness like the developers, consultants and investors. Some of the leading houses in . Real Estate in India are Accord Builders, Appaswamy Real Estates Ltd., DLF, Eldeco,K Raheja Group, Merlin Group, Omaxe, Parsvnath developers, Sobha developers etc.The second largest employing sector in India (including construction and facilitiesmanagement), real estate is linked to about 250 ancillary industries like cement, brickand steel through backward and forward linkages. Consequently, a unit increase in
expenditure in this sector has a multiplier effect and the capacity to generate income as
high as five times.
Real estate is a legal term that encompasses land along with those improvements to it such as commercial and residential structures, roadways and ports that are all fixed in location. Meanwhile, construction is the process of building new infrastructure on real estate. Given their close inter-linkages, these sectors are often treated as one. Far from being a single activity, large scale real estate development is a feat of multitasking by a wide host of professionals, including financial analysts, legal experts, project managers, construction managers, design engineers and project architects, amongst others.
The modern trend in construction design has been towards the integration of previously separated specialties, especially among large firms who offer themselves as "one-stop shops" for construction projects. In the past, architects, interior designers, engineers and developers were more likely to be entirely individual companies, even in the larger firms. Presently, a firm that is ostensibly an ‘architecture’ firm may have experts from all related fields as employees, or it may have an associated company that provides each necessary skill. These design firms then work with the legal firms and financial companies to develop complete solutions.
Performance
The sector as a whole has been performing very well over the past decade, especially given the property prices rally experienced in most developed economies. Despite a correction in prices being anticipated, it came as a huge blow, accompanied as it was, by the worst recession since the Great Depression. Given sub-prime mortgages were the primary catalyst for the collapse of many leading financial institutions, leading to the economic recession, suffice to say, the industry came under heavy strain, especially in the United States. The inability to make the revised mortgage payments forced a huge number of foreclosures, creating excess supply and dramatic price falls. Meanwhile, with everyone tightening their belts, new construction halted for both commercial and residential projects, resulting in an even weaker market sentiment.
Despite the dismal global scenario, the Indian market was somewhat shielded from the effects, as the economy as a whole remained more robust than its counterparts. Though private construction did not accelerate at the same pace as pre-2008, it remained positive. The largest players such as Indiabulls, GMR, Larsen & Toubro, DLF, Unitech and Grasim Industries sailed the storm and emerged relatively unscathed.
Growth potential
India is currently the second fastest-growing economy in the World. The Indian construction industry has been playing a vital role in overall economic development of the country, growing at over 20% CAGR over the past 5 years and contributing ~8% to GDP. In 2005, the sector generated around 31 million jobs (of which only ~1 million were generated by the organized sector).
With the growing quantum of domestic and international capital inflow, economic growth is likely to continue, and with it, the demand for infrastructure to maintain and accelerate this trajectory. As a result, the public sector has remained a big investor in this sector, given the acute shortage of infrastructure in India compared to the requisite level required to achieve the next growth target.
The Government of India proposes to achieve 9.0% GDP growth during the Eleventh Plan period. To achieve growth of this scale, adequate infrastructure is the most basic requirement. In order to overcome the current constraint of insufficient modern infrastructure, the government is developing a program for infrastructure investment through both public and private sectors, and expects to more than double public investments from ~1.2% of GDP in FY07 to 2.8% by FY12. It is also partnering with private companies on initiatives such as the ultra mega power projects and Golden Quadrilateral project.
Future prospects
Taking cue from the Government’s ambitious projects lined up for the Eleventh Plan period, the demand for construction is expected to grow by at least 8-9%, and 2.5 million employment opportunities per annum are expected to be generated. Those looking for opportunities for accelerated learning and progress would be rewarded heavily.
There is a need for the full spectrum of employees from directly linked professionals like civil and mechanical engineers and architects to per-day wage construction workers and indirectly linked industrial workers such as steel and cement manufacturers to highway toll booth operators. It would be wise to join a leading Indian company, or a multi-national with a local presence, even at the starting level, as there is significant scope for training and rapid upward movement through the ranks for talented individuals.
Indian scenario
The real estate sector in India is of great importance. According to the report of the Technical
Group on Estimation of Housing Shortage, an estimated shortage of 26.53 million houses
during the Eleventh Five Year Plan (2007-12) provides a big investment opportunity.
According to a report ‘Emerging trends in Real Estate in Asia Pacific 2011', released by
PricewaterhouseCoopers (PwC) and Urban Land Institute (ULI), India is the most viable
investment destination in real estate. The report, which provides an outlook on Asia-Pacific
real estate investment and development trends, points out that India, in particular Mumbai
and Delhi, are good real estate investment options for 2011. Residential properties maintain
their growth momentum and hence are viewed as more promising than other sectors. ULI is a
global non-profit education and research institute.
Further, real estate companies are coming up with various residential and commercial
projects to fulfill the demand for residential and office properties in Tier-II and Tier-III cities.
For instance, Ansal Properties has several residential projects in cities such as Jodhpur,
Ajmer, Jaipur, Panipat, Kundli and Agra. Omaxe has also planned around 40 residential and
integrated township projects in Tier-II and Tier-III cities, majority of them being in Uttar
Pradesh, Punjab, Madhya Pradesh, Rajasthan and Haryana. The growth in real estate in Tier-
II and Tier-III cities is mainly due to increase in demand for organized realty and availability
of land at affordable prices in these cities.
According to the data released by the Department of Industrial Policy and Promotion (DIPP),
housing and real estate sector including cineplex, multiplex, integrated townships and
commercial complexes etc, attracted a cumulative foreign direct investment (FDI) worth US$
9,405 million from April 2000 to January 2011 wherein the sector witnessed FDI amounting
US$ 1,048 million during April-January 2010-11.
New Projects
Private equity fund IL&FS Investment Managers (IIML) is estimated to have invested US$
300 million in real estate and urban infrastructure projects in 2010.
Close to Nalagarh in Solan district, Dabhota is set to be the latest industrial area to be
developed by the Himachal Pradesh government, say officials. The state government has
already issued a notification and asked the state land acquisition officials to acquire 2,020
bighas of land at Baghota to be developed into industrial plots.
Ramky Estates and Farms Limited, the real estate arm of the Ramky Group, is
contemplating to enter Indian market by July 2011. The company is evaluating on land
acquisitions in Kolkata and Bhubaneswar.
Chennai-based VGN Developers Pvt Ltd has entered into a joint venture with private
equity firm Pragnya Fund to initiate a new residential project with an investment of US$
20.06 million in the city.
Ascendas has entered into an agreement with a Japanese consortium of Mizuho Corporate
Bank (MCB) and JGC Corporation to develop integrated townships in India, according to a
press release from Ascendas. The integrated township is likely to be in Chennai, which has
attracted investment by a number of companies from Japan. Ascendas of Singapore will be
the master developer.
Godrej Group's real estate company, Godrej Properties and Frontier Home Developers,
has launched a residential project in Gurgaon with joint venture partner M/s. Frontier Home
Developers Pvt. Ltd. This is a debut residential project in the national capital region (NCR)
for Godrej Properties.
Shristi Infrastructure Development Corporation will invest US$ 444.7 million over the
next three years in seven small cities in West Bengal, Tripura and Rajasthan. The money
would be used to build integrated townships, healthcare facilities, hospitality and sports
facilities, retail malls, logistics hubs and commercial and residential complexes.
Realty major Ansal Properties & Infrastructure Ltd plans to invest about US$ 330.8
million over the next three years on expansion of its existing integrated townships and to
develop a group housing project in Haryana.
Vision India Real Estate, a closely-held business group in the US, is investing US$ 5
million in Gem Group's upcoming residential project in Chennai. This will be the first joint
development project for the US company that is proposing to invest US$ 100 to US$ 200
million over the next three years on projects, especially in the logistics arena.
Realty major Embassy Property Developments has entered into a joint venture with MK
Land Holding, a Malaysian company that specializes in pre-fabricated affordable housing, to
build projects in the affordable housing segment. The proposed project entails an investment
of over US$ 1.2 billion.
Thai real estate developer Pruksa Global plans to invest US$ 218 million in projects in
India and launched its first residential project in the country at Bangalore in October 2010.
The International Finance Corporation (IFC) is in talks with several real estate developers
to create large affordable housing projects in India. For FY-09 and FY-10 (fiscal year ending
June 30), IFC's highest exposure has been in India. Out of the US$ 3.5 billion that IFC has
committed in India, US$ 2.5-2.6 billion have been disbursed. IFC will continue to invest
roughly US$ 1 billion in India every year for the next two or three years.
With property boom spreading in all directions, real estate in India is touching new heights.
However, the growth also depends on the policies adopted by the government to facilitate
investments mainly in the economic and industrial sector. The new stand adopted by Indian
government regarding foreign direct investment (FDI) policies has encouraged an increasing
number of countries to invest in Indian Properties.
India has displaced US as the second-most favored destination for FDI in the world. As the
investment scenario in India changes, India which has attracted more than three times foreign
investment at US$ 7.96 billion during the first half of 2005-06 fiscal, as against US$ 2.38
billion during the corresponding period of 2004-05, making India amongst the "dominant
host countries" for FDI in Asia and the Pacific (APAC).
The positive outlook of Indian government is the key factor behind the sudden rise of the
Indian Real Estate sector - the second largest employer after agriculture in India. This
budding sector is today witnessing development in all area such as - residential, retail and
commercial in metros of India such as Mumbai, Delhi & NCR, Kolkata and Chennai. Easier
access to bank loans and higher earnings are some of the pivotal reasons behind the sudden
jump in Indian real estate.
Why Invest In Indian Real Estate?
Flying high on the wings of booming real estate, property in India has become a dream for
every potential investor looking forward to dig profits. All are eyeing Indian property market
for a wide variety of reasons:
It’s ever growing economy which is on a continuous rise with 8.1 percent increase
witnessed in the last financial year. The boom in economy increases purchasing power of its
people and creates demand for real estate sector.
India is going to produce an estimated 2 million new graduates from various Indian
universities during this year, creating demand for 100 million square feet of office and
industrial space.
Presence of a large number of Fortune 500 and other reputed companies will attract more
companies to initiate their operational bases in India thus creating more demand for corporate
space.
Real estate investments in India yield huge dividends. 70 percent of foreign investors in
India are making profits and another 12 percent are breaking even.
Apart from IT, ITES and Business Process Outsourcing (BPO) India has shown its
expertise in sectors like auto-components, chemicals, apparels, pharmaceuticals and jewellery
where it can match the best in the world. These positive attributes of India is definitely going
to attract more foreign investors in the near future.
The relaxed FDI rules implemented by India last year has invited more foreign investors and
real estate in India is seemingly the most lucrative ground at present. The revised investor
friendly policies allowed foreigners to own property, and dropped the minimum size for
housing estates built with foreign capital to 25 acres (10 hectares) from 100 acres (40
hectares). With this sudden change in investment policies, the overseas firms can now put up
commercial buildings as long as the projects surpass 50,000 square meters (538,200 square
feet) of floor space.
Indian real estate sector is on boom and this is the right time to invest in property in India to
reap the highest rewards.
NATIONAL SCNARIO
This page describes the Real Estate in Bangalore. Bangalore is the capital of the Indian state of Karnataka.
Bangalore is the original Information Technology (IT) destination of India. The city of Bangalore is the primary hub of the burgeoning IT industry of India.
For the past few years many Information Technology enabled Services (I.T.E.S) and Business Process Outsourcing (BPO) companies have set up offices in Bangalore. This has created an active demand for commercial and residential properties in Bangalore.
In the commercial segment of the Bangalore Real Estate, office spaces are the most in demand. This is due to many IT companies either shifting base to Bangalore or expanding their office floor area in the city. The property developers are also catering to the customers by building 'state of the art' constructions. Some example of this trend is the environment friendly 'Green Office' buildings.
The retail segment in the Bangalore Real Estate is also strong; thanks to the rise in disposable income among Bangaloreans.
The Residential segment in Bangalore Real Estate has also shown amazing developments. Real Estate developers are constructing unique properties to attract the cream of the prospective real estate consumer. New trends are European style villas and look-alike American skyscrapers.
The Real Estate in Bangalore is also witnessing a new trend-the construction of 'Serviced Apartments' aimed at business travelers coming to the city. These apartments are a substitute for expensive hotel rooms. These apartments will offer short-term stay and cater to the requirements of corporate, businesspersons, and expatriates and also to the well-heeled tourist. Bangalore currently has around 1000 serviced apartments and there is an active demand for more of this facility.
Bangalore city is expanding to the north and new centers like Whitefield, Bellary Road and Hebal are being developed. This will bring a plethora of opportunities in the real estate sector for prospective investors in Bangalore.
Bangalore Villa
Villas as an option for residential accommodation is coming up in Bangalore. Major builders are offering the villas in the Bangalore Real Estate Market.
Some of the major locations where villas are located in Bangalore are
1. Whitefield Bangalore - East, Karnataka
2. Arathahalli Bangalore - East, Karnataka
3. Bannerghatta Road Bangalore - South, Karnataka
4. BTM Layout Stage 2 Bangalore - South West, Karnataka
5. HSR Layout Bangalore - East, Karnataka
6. Kalyana Nagar Bangalore - North, Karnataka
7. Koramangala Bangalore - South East, Karnataka
8. Lavelle Road Bangalore - Central, Karnataka
9. Sarjapur Road Bangalore - East, Karnataka
10. Jakkur Bangalore - North, Karnatak
INTERNATIONAL SCENARIO
Real estate is a legal term (in some jurisdictions, such as the United Kingdom, Canada, Australia, USA, Dubai, Trinidad and Tobago and The Bahamas) that encompasses land along with improvements to the land, such as buildings, fences, wells and other site improvements that are fixed in location—immovable. Real estate law is the body of regulations and legal codes which pertain to such matters under a particular jurisdiction and include things such as commercial and residential real property transactions. Real estate is often considered synonymous with real property (sometimes called realty), in contrast with personal property (sometimes called chattel or personalty under chattel law or personal property law).
However, in some situations the term "real estate" refers to the land and fixtures together, as distinguished from "real property", referring to ownership of land and appurtenances, including anything of a permanent nature such as structures, trees, minerals, and the interest, benefits, and inherent rights thereof. Real property is typically considered to be immovable property. The terms real estate and real property are used primarily in common law, while civil law jurisdictions refer instead to immovable property.
In law, the word real means relating to a thing , as distinguished from a person. Thus the law broadly distinguishes between "real" property (land and anything affixed to it) and "personal" property (everything else, e.g., clothing, furniture, money). The conceptual difference was between immovable property, which would transfer title along with the land, and movable property, which a person would retain title to. The oldest use of the term "Real Estate" that has been preserved in historical records was in 1666. This use of "real" also reflects the ancient and feudal preference for land, and the ownership (and owners) thereof.
Some people have claimed that the word real in this sense is descended (like French royal and Spanish real) from the Latin word for 'king'. In the feudal system (which has
left many traces in the common law) the king was the owner of all land, and everyone who occupied land paid him rent directly or indirectly (through lords who in turn paid the king), in cash, goods or services (including military service). Property tax, paid to the state, can be seen as a relic of that system, as is the term fee simple. However, this derivation of real is a misconception.
Real estate terminology and practice outside the United States (around the world)
Real estate as "real property" in the U.K.
In British usage, "real property", often shortened to just "property", generally refers to land and fixtures, while the term "real estate" is used mostly in the context of probate law, and means all interests in land held by a deceased person at death, excluding interests in money arising under a trust for sale of or charged on land.[5]
See Real property for a definition and Estate agent for a description of the practice in the UK.
Real estate in Mexico and Central America
This section does not cite any references or sources.
Please help improve this section by adding citations to reliable sources. Unsourced material may be challenged and removed. (September 2010)
The real estate businesses in Mexico,Canada,Guam and Central America are different from the way that they are conducted in the United States.
Some similarities include a variety of legal formalities (with professionals such as real estate agents generally employed to assist the buyer); taxes need to be paid (but typically less than those in U.S.); legal paperwork will ensure title; and a neutral party such as a title company will handle documentation and money to make the smooth exchange between the parties. Increasingly, U.S. title companies are doing work for U.S. buyers in Mexico and Central America.
Prices are often much cheaper than most areas of the U.S., but in many locations, prices of houses and lots are as expensive as the U.S., one example being Mexico
City. U.S. banks have begun to give home loans for properties in Mexico, but, so far, not for other Latin American countries.
One important difference from the United States is that each country has rules regarding where foreigners can buy. For example, in Mexico, foreigners cannot buy land or homes within 50 km (31 mi) of the coast or 100 km (62 mi) from a border unless they hold title in a Mexican Corporation or a Fideicomiso (a Mexican trust).In Honduras, however, they may buy beach front property directly in their name. There are different rules regarding certain types of property: ejidal land – communally held farm property – can only be sold after a lengthy entitlement process, but that does not prevent them from being offered for sale.
In Costa Rica, real estate agents do not need a license to operate, but the transfer of property requires a lawyer.
Residential real estate
The legal arrangement for the right to occupy a dwelling is known as the housing tenure. Types of housing tenure include owner occupancy, Tenancy, housing cooperative, condominiums (individually parceled properties in a single building), public housing, squatting, and cohousing. The occupants of a residence constitute a household.
Residences can be classified by, if, and how they are connected to neighboring residences and land. Different types of housing tenure can be used for the same physical type. For example, connected residents might be owned by a single entity and leased out, or owned separately with an agreement covering the relationship between units and common areas and concerns.
'Single-family detached home'
Major categories in North America and Europe
Attached / multi-unit dwellings
Apartment - An individual unit in a multi-unit building. The boundaries of the apartment are generally defined by a perimeter of locked or lockable doors. Often seen in multi-story apartment buildings.
Multi-family house - Often seen in multi-story detached buildings, where each floor is a separate apartment or unit.
Terraced house (a.k.a. townhouse or rowhouse) - A number of single or multi-unit buildings in a continuous row with shared walls and no intervening space.
Condominium - Building or complex, similar to apartments, owned by individuals. Common grounds are owned and shared jointly. There are townhouse or rowhouse style condominiums as well.
Cooperative (a.k.a. "co-op) - A type of multiple ownership in which the residents of a multi-unit housing complex own shares in the cooperative corporation that owns the property, giving each resident the right to occupy a specific apartment or unit.
1. Semi-detached dwellings2. Duplex - Two units with one shared wall.3. Single-family detached home4. Portable dwellings5. Mobile homes - Potentially a full-time residence which can be (might not in
practice be) movable on wheels.6. Houseboats - A floating home7. Tents - Usually very temporary, with roof and walls consisting only of fabric-
like material.
The size of an apartment or house can be described in square feet or meters. In the United States, this includes the area of "living space", excluding the garage and other non-living spaces. The "square meters" figure of a house in Europe may report the total area of the walls enclosing the home, thus including any attached garage and non-living spaces, which makes it important to inquire what kind of surface definition has been used.
It can be described more roughly by the number of rooms. A studio apartment has a single bedroom with no living room (possibly a separate kitchen). A one-bedroom apartment has a living or dining room separate from the bedroom. Two bedroom, three bedroom, and larger units are common. (A bedroom is defined as a room with a closet for clothes storage.)
Major categories in India and the Asian Subcontinent
1. Housing Societies (CGHS)2. Condominiums3. Builder flats4. Chawls5. Havelis6. Lal Dora - Where people carry out commercial and residential activities both.
The size is measured in Gaz (square yards), Quila, Marla, Beegha, and acre.
See List of house types for a complete listing of housing types and layouts, real estate trends for shifts in the market and house or home for more general information.
Mortgages in real estate
In recent years, many economists have recognized that the lack of effective real estate laws can be a significant barrier to investment in many developing countries. In most societies, rich and poor, a significant fraction of the total wealth is in the form of land and buildings.
In most advanced economies, the main source of capital used by individuals and small companies to purchase and improve land and buildings is mortgage loans (or other instruments). These are loans for which the real property itself constitutes collateral. Banks are willing to make such loans at favorable rates in large part because, if the borrower does not make payments, the lender can foreclose by filing a court action which allows them to take back the property and sell it to get their money back. For investors, profitability can be enhanced by using an off plan or pre-construction strategy to purchase at a lower price which is often the case in the pre-construction phase of development.[citation needed]
But in many developing countries there is no effective means by which a lender could
foreclose, so the mortgage loan industry, as such, either does not exist at all or is only
available to members of privileged social classes
CHAPTER - 3
COMPANY PROFILE
.
HISTORY OF THE COMPANY
SOBHA DEVELOPERS LTD - A PROFILE
Over a decade of quality focused best practices for building world class products have helped us enhance quality of life and delight customers. Over a decade of engineering excellence and unique initiative towards Backward Integration that has helped us control costs, and deliver on time, every time. Over a decade of passion in every detail of work, at every level, driving continuous innovation; has resulted in making Sobha a preferred real-estate brand in India.Over a decade of rock-solid values, uncompromising business ethos, and transparency in all transactions; have contributed to our earning the trust of all our stakeholders. Mr.PNC Menon is the founder chairman of the Sobha Group of companies. Set up in in 1995, this company have unique valu systems that have created an unparalleled name in the real estate industry. The Sobha Group, with a turnover of Rs.11, 193 Million in fiscal 2009-2010, is today a unique success story that is still growing. We anticipate building a presence in varied industries including Hotels & Resorts, Hypermarkets, Home Stores, and Building Materials. We have also ventured into retail development with the launch of The Sobha Global Mall. The Sobha Global Mall is promoted as the "Shoppertainment" destination of Bangalore where people across the social spectrum will be entertained while shopping. With a shopping complex and amusement park, 192 room plush hotel, convention center, multiplex and smart offices and an Olympic Size ice skating rink, The Sobha Global Mall will be able to fulfill every single customer need under one roof. The mall will have 4500 car parking bays in addition to two wheeler parking and outdoor parking; a discotheque that will accommodate over 1,000 people; plus a variety of other special facilities. Two 5-star hotels in Bangalore and a resort hotel in Cochin are also part of the plans. A company where quality meets consistency ,technology meets aesthetics and passion meets perfection .As of December 31st,2010in the past 15years since its inception, Sobha has completed 57residential projects and 158 contractual projects covering about 35.56million square feet of area in 17 cities across India. The company currently has 14 ongoing residential projects aggregating to 8.55Mn.sq ft, while 5.48-mn sq ft volumes of constractual projects are under various are various stages of construction &design. The company is constantly executing about 6million sq ft of work for the past 3years.The clearly puts Sobha on the top of the execution chart. Of the many occolades it has received the “Best Executed Project in India” award for Sobha Malachite ,Bangalore in 2007 at the CNBC Real Estate Awards is proof of its credentials as a brand synonymous with quality. In order to fuel its growth plans Sobha Developers went public offering in December 2006 ,an event that created history when the issue got over subscribed a record of 126 times .On this strong foundation is based the business plan for the future .Sobha is already developing integrated township in Kerala with diversification in to Retail and Hotel bringing Sobha Life Style products like the Sobha Restoplus Spring Mattresses and furniture to suit discerning tastes of a niche group of customers.The strength of the company lies in a sustained quality edge,backward integration, the trust it has earned from its transparency in all dealings at every stage and excellent customer service .Sobha
rings to its clientele,signature projects with world – class infrastructure. It is heartening that, even in the face of such enormous expansion and change, focus on international quality will remain constant and a tenet that all Sobhaites will continue to abide by. The company intended to be present in 8 regions and 11 destination in the near future.
The group is actively considering entry in to airport logistics and aviation and has held advanced discussion with an internationally renowned group for a joint venture purpose.
The Main Projects of Sobha Developer’s are:
Residential Projects-Apartments
With more than 50 residential projects in credit,Sobha has emerged as the leading
choice of the discerning home buyer in Bangalore .Exuding class and a restrained dignity
that have grown to be the hallmarks of the Group.Roubust,designed to international
standards, with a setting that is invariably a picture-postcard one, a Sobha home is quite
unlike any other.
Residential Projects –Villas& Row Houses
Sobha villas/row houses represent a new dimension in luxury.These
independent internationally styled & elegant homes take aesthetics to a new
level.Designed with many modern amenities,villas & row houses afford a sense of space
set in lush green environs. The stamp of Sobha quality is evident in every facet of design
and construction.To be a part of Sobha family as to have exclusivity par excellence
Commercial Projects-India
Sobha has many prestigious clients on its rosture such as IT gaint Infosys,
HP, DELL, Taj Group, Micro and Timken to name just a few.With ever widening
reputation for reliability , quality & perfection, it is no wonder that Sobha is considered
the preferred builder of choice for Infosys.With 105 completed projects and an
established foot print in cities like Coimbatore,pune,mysore & Chandigarh apart from,
Sobha has created a benchmark for world class buildings.
Commercial Projects-Abroad
Through quality execution and dedicated customer focus, the company has
earned itself prestigious clients all over the Gulf and neighboring countries .The company
is proud to count amongst its clients prominent citizen of Oman, Also to its credit are the
villas of ministers &distinguished Oman citizens. Some of the outstanding projects
include Hotel Palais de la Mediterranenean,France,22 VIP Villas for Le Meridian,
Bahrain, refurbishment of Al Bustan place, Muscat, extension and refurbishment of
Holiday Inn, Salalah.
What Makes Success of Sobha Dvelopers
Quality Delivered
At Sobha the Department of Research, Development and Quality
Assurance is instrumental in ensuring that quality is the essence of Sobha. It percolates to
all levels of management , manpower and material. The parameters of success in the
epitome of engineering precision. With top management supervision ,German quality
experts &innumerable checks, it is but natural that Sobha remains the quality benchmark
in the industry. Deliverable quality at Sobha is in the minutes detail in systems, process,
design & execution , in the accuracy of all documents and drawings, in the monitoring of
construction to ensure a finished product of superlative quality , in the training imparted
to elevate manpower to the Sobha level of capability.A delighted customer perceives
Sobha quality sometimes as a subtle nuance as well as an all pervading reality evident in
the perfect external and beautiful landscaping, in the efficiency of operations of doors &
windows, in the smooth and levels walls, neat title joints , reinforced edges and exclusive
fittings and fixtures. At Sobha , quality is assured because the personal attention given to
details ensures delivery of the best that can achieved in a professional and timely manner.
Backward Integration
Sobha has developed in-house expertise to meetall crucial aspects of
construction. With in-house Design and a trained and skilled work force the company has
the best in talent and technology. Sobha Developers is perhaps the only construction
company in India and that has all its activities fully backward integrated. A part having
architectural, mechanical & electrical expertise for design and execution , its other
manufacturing facilities produce interior , metal and glazing and and concrete
products.The factories are state – of –the- art and have a built up area of over 600,000 sft,
comparable to the best the world over. With such superior infrastructure in place, quality
of the end products and its timely delivery is achieved. No wonder then, at Sobha we
belive that, Backward Integration is the way forward. Backward integration is what drives
the organization’s turnkey projects. In a turnkey scenario, we bring the expertise of all our
Divisions to focus on every aspect of the project. In simple words, everything from
precision engineering to aesthetic design, from quality metal glazing to high-class
interiors is done in house. This allows for stringent focus on quality control - which in
turn gives our customers a fine combination of precision and aesthetics. The Infosys
centers in Bangalore, Mysore and several other cities are fine examples of the Group's
synergy in turnkey construction.
Customer Relationship Management (CRM)
CRM is a unique model of SDL based on the concept of customer
delight. Being a modular organization, customer relations is established with a team of
professionals, each executive taking care of clients from start to hand over of a project
and one year thereafter. It is CRM executives, who are in touch with the clients and are
the front face of the organization. A Great force in keeping the brand intact and liasoning
with customers on a regular basis , making sure their needs are understood and delivered
as per the process/guidelines set by the organization . These executives make sure that the
needs of the customers are understood. They ensure effective and efficient
communication, timely deliveries as per specification and the use of a customer centric
approach.
Mechanical , Electrical & Plumbing Strength(MEP)
The MEP division o f Sobha Group specialize in delivering innovative
products, solutions and project related services. This defines and underscores Sobha’s
assurance of international quality which is based on the MEP division’s expertise in areas
such as Electrical , Health, Fire , Safety & Environmental Engineering . Using cutting
edge technology , contemporary hi-tech German machinery and equipment, highly skilled
work force the MEP division has to its credit effective designs, efficient planning&
execution of optimum costs. Capabilities include Fire protection, sewage, Rain water
Harvesting and developing state-of-the-art design and fabrication of fixtures to meet
global trends. Sobha’s MEP division has probably done the largest plumbing activity
under one single company in India . This division also offers consultancy in plumbing
and Electricals for Contractual projects.
Architectural Expertise
‘Impossible is a word never heard among Sobha
Architects. Committed to their objective to design and develop building that are
functionally efficient, aesthetically appealing and of word class architectural and
engineering standards, they successfully face any and every challenge. Standing
testimony to this claim is the Multimedia centre at Infosys Technologies including
aesthetically and functionally well planned apartments like Orchid and Turquoise in
Bangalore.This is just one example of their numerous accomplishments,that are now
evident Pan India. With a team of more than 100 arechitects who are direct employees of
the company, a modern facility, well- equipped design studio, and the strong support of
the execution team, Sobha is its own architect of success. Design services include
architectural, structural , interiors, mechanical, electrical and plumbing and
landscaping.Their attention to detail, exquisite proportions, designer landscaping, exciting
spatial solutions and focus on quality is evident in all projects, be it Residential,
Commercial, Corporate buildings, IT parks and campuses, integrated Townships, Hotels
and Resorts, Learning Centres, Hospitals, Malls and others.
Corporate Social Responsibility
P N C Menon belives that, while Sobha Developers primarly
responsibility remains maximization of shareholder value, its oblication towards socity is
an equally integral part of Sobha’s business and sustainable development model. The
social responsibility activities undertaken by him have clear goals in specific areas of
development and truly replicable model in the socity. Corporate Social Responsibility
(CSR) takes on a whole new meaning at Sobha Developers, a company that distinguishes
itself by not just being among the largest but also the only backward integrated real estate
player in the country. Far from being regarded as a mere brand image booster, CSR at
Sobha Group is a sincere devotion that stems out of genuine concern and the drive to
provide comprehensive and sustainable social development to rural India. It is in this
context that, Sobha Developers launched Graamasobha, a unique social developmental
initiative for Vadakkenchery & Kizhakkenchery grama panchayaths in Palakkad district
of Kerala in the year 2006. The entire BPL population of the two panchayaths,
comprising about 2500 families, has been adopted through an in-depth scientific poverty
mapping called Social Empowerment Mapping Exercise (SEME) to implement Vision
2020. The aim of this action plan is to achieve comprehensive and sustainable social
empowerment of these families. The program covers key human development verticals
like education, health, employment, water, sanitation and housing besides various social
empowerment measures. We have also established various institutions for the
development of the rural poor.
Some of the major C S R activities include
Corporate Social Responsibility (CSR) takes on a whole new meaning at
Sobha Developers, a company that distinguishes itself by not just being among the largest
but also the only backward integrated real estate player in the country. Far from being
regarded as a mere brand image booster, CSR at Sobha Group is a sincere devotion that
stems out of genuine concern and the drive to provide comprehensive and sustainable
social development to rural India.
It is in this context that, Sobha Developers launched Graamasobha, a unique social
developmental initiative for Vadakkenchery & Kizhakkenchery grama panchayaths in
Palakkad district of Kerala in the year 2006. The entire BPL population of the two
panchayaths, comprising about 2500 families, has been adopted through an in-depth
scientific poverty mapping called Social Empowerment Mapping Exercise (SEME) to
implement Vision 2020. The aim of this action plan is to achieve comprehensive and
sustainable social empowerment of these families. The program covers key human
development verticals like education, health, employment, water, sanitation and housing
besides various social empowerment measures. We have also established various
institutions for the development of the rural poor
Sobha Academy has been created to empower the rural poor to break away from
the vicious circle of poverty, ignorance, deprivation and exclusion by providing their
children the best of schooling possible anywhere in the world.
The Sobha Health Care Center has redefined the limits of a primary healthcare
institution run anywhere in the country.
Sobha Hermitage is the epitome of humanity, tendering love, care and support to
the neglected segments of society - senior citizens as well as young widows and their
children.
Sobha Vocational Training Center (SVTC) has advanced resources and facilities
and aims at providing functional vocational training and paid apprenticeship in carpentry
and other trades to youth from
The Sobha Community Centres core purpose lies in feeding the poor, several of
whom are fed free every single day.
In the history of Indian villages, Sobha initiatives are perhaps first of its kind,
undertaken with so much investment for designing, developing and delivering state of the
art infrastructure to the poorest of the poor without any discrimination of caste.
Graamasobha stands as a successful model for others to follow to usher development at
the village leve.
Sobha Construction Academy
The construction industry always had the need for well-trained
and committed workmen. To fulfill this need, the Sobha Construction Academy was
initiated .With the main focus area being to develop a highly trained workforce besides
instilling a sense of responsibility, self confidence and pride in craftsmanship. Also ,
include in the curriculum are hands- on technical skills . applied academics associated
with construction trade , employability and life skills. The academy provides an ideal
learning ground as it takes of boarding & lodging, tool kits and safety gear of all trainees.
In addition, they are also paid a monthly allowance thus enabling them to concentrate
solely on the courses at hand.
Interiors
The reason to set up an in-house interior division was to create products of
consistent high quality, superlative finish and lasting value. Creating interiors that are on
par with the best in the world and conform to world-class standards.And with every client
having a different need interiors can be customized.
Glazing& Metal Work
Set up in order to raise the bar by introducing international standards for structural
and architectural glazing and architectural metal works in India, Sobha Glazing and Metal
Works has till date successfully executed a Plethora of projects for various organizations
as well as meeting in –house requirements.
Concrete Block Making
A continuation of sobha Group’s journey of excellence. Holding the same values,
philosophies and business ethos to heart , Sobha’s concrete division manufactures
concrete blocks, pavers, kerb, water drainage channels, paving slabs and related
landscape products
Future plans
With an impressive performance in the last fiscal, Sobha is quite confident about its future growth. Expressing his optimism, Mr. J C Sharma, said, “We had an emphatic come back in the last two fiscals and are now all geared up to give a fresh impetus to our growth plans. In the year 2011-12, we plan to launch about 11 Million sq ft. In addition to launches in the four existing cities of our operations in Bangalore, Coimbatore, Thrissur and Pune, we plan to enter into three new territories of Mysore, NCR and Chennai. The land required for proposed launches has been fully paid up and the infrastructure needed for development is in place.
The company is confident of doing better on all parameters in the present financial year, despite the current macro environment remaining difficult for the industry.
Financial plans
Financial Performance
Balance Sheet
View: Annual Data | All numbers in thousands
Period EndingMar 31,
2010Mar 31,
2009Mar 31,
2008Mar 31,
2007
Assets
Current Assets
Cash And Cash Equivalents
826,000 214,000 287,000 684,000
Short Term Investments - - 1,000 501,000
Net Receivables 4,430,000 3,683,000 5,548,000 1,580,000
Inventory 11,101,000 11,394,000 8,393,000 3,908,000
Other Current Assets 20,102,000 18,965,000 17,277,000 11,028,000
Total Current Assets 36,459,000 34,257,000 31,506,000 17,700,000
Long Term Investments 27,000 27,000 27,000 27,000
Property Plant and Equipment - - - -
Goodwill - - - -
Intangible Assets - - - -
Accumulated Amortization - - - -
Other Assets - - - -
Deferred Long Term Asset Charges
52,000 31,000 11,000 -
Total Assets 38,599,000 36,562,000 33,685,000 19,674,000
Liabilities
Current Liabilities
Accounts Payable 869,000 808,000 811,000 914,000
Short/Current Long Term Debt
14,889,000 19,546,000 17,831,000 5,837,000
Other Current Liabilities 5,381,000 4,834,000 4,443,000 4,607,000
Total Current Liabilities 9,204,000 9,597,000 10,775,000 5,712,000
Long Term Debt 12,065,000 15,842,000 12,802,000 5,785,000
Other Liabilities - - - -
Deferred Long Term Liability Charges
- - - -
Minority Interest - - - -
Negative Goodwill - - - -
Total Liabilities 21,561,000 25,688,000 23,804,000 11,519,000
Stockholders' Equity
Misc Stocks Options Warrants - - - -
Redeemable Preferred Stock - - - -
Preferred Stock - - - -
Common Stock 11,478,000 6,368,000 6,368,000 6,368,000
Retained Earnings 5,269,000 3,939,000 3,117,000 1,700,000
Treasury Stock 291,000 567,000 396,000 87,000
Capital Surplus - - - -
Other Stockholder Equity - - - -
Total Stockholder Equity - - - -
Net Tangible Assets - - - - Currency in INR.
For the FY 2010-11, the company registered a turnover of Rs.14,643 million compared to Rs.11,193 million in 2009-10, up 31%. The profit before tax stood at Rs. 2,436 million compared to Rs.1,603 million in FY 2009-10, up 52%. The profit after tax stood at Rs. 1,825 million compared to Rs.1,367 million in 2009-10, up 34%.
For the 4th Quarter ended March 31, 2011, the company clocked a turnover of Rs.3,491 million, profit before tax of Rs.535 million and profit after tax of Rs.402 million. A significant point to note here is that there was no monetization of any land /
development rights in Q4 of FY 2010-11 as against Rs.1240 million in Q4 of FY 2009-10. As such, the company showed a growth of 30% on real estate operation and 36% on contracting activity with reference to the corresponding quarter in the last financial year.
The Company in FY 2010-11 sold 2.78 million sq ft which is higher than the volumes achieved during last financial year (2.08 million sq. ft.), a growth of 33%.
Based on the impressive performance the board has recommended a dividend of Rs.3/- per share.
Commenting on the results, Mr J C Sharma, Managing Director, Sobha Developers Limited, said, “It is indeed gratifying to note that in spite of the prevailing challenging environment, Sobha Developers has demonstrated its pivotal position in the real estate industry by registering record revenue arising out of its sales volume growth in both residential and contractual business and the product mix offered. What is also impressive is the sales realization which has moved above Rs 4000 per sq ft in FY 2010-11. The FY 2010-11 is the best ever performance year for the company.”
The company in FY 2010-11, completed and delivered 11 residential projects aggregating to 4.12 million sq ft. In addition, 11 new projects were launched, aggregating to 4.30 million sq ft. During the same time, the company has completed 25 contractual projects aggregating to 2.25 million sq ft.
Speaking about the contractual side of business, Mr. J C Sharma, said, “This is our other vertical, and we have done extremely well on this front too. First time during last two quarters, Sobha has bagged fresh contractual orders of about Rs1,320 million other than Infosys. Our list of prestigious clients includes ITC, Biocon, Institute of Public Enterprises (IPE), GMR, Robert Bosch, Hotel Leela Ventures and others. Infosys continues to be the biggest ongoing contractual client.
Speaking on operational performance, Mr. Sharma stated “The cash flow from operations in all the four quarters of FY 2010-11 remained positive. In FY 2010-11, we generated an overall operational cash flow of Rs 4,144 million. As a result of positive cash flow, we have also been able to reduce our debt by Rs.1910 million, higher than our net profit for the year.”
“The company’s net debt which was Rs13,740 million at the beginning of FY 2010-11 has been brought down to Rs11,834 million by the end of the same term. The debt - equity ratio now stands at 0.63, which we plan to bring down to 0.5 – 0.6 in 2011-12”, added Mr. Sharma.
“We are indeed performing better and have created a strong foundation to capitalize on the impending growth, we see in the industry in a year’s time. Our net worth has doubled, cash flows are higher, execution capability has increased and our debt equity ratio is much healthier” further stated Mr. Sharma.
Impeccable Execution
As of 31 March 2011, in the past 16 years since its inception, Sobha has completed 71 residential projects and 191 contractual projects covering about 42.68 Million sq. ft. of area. The Company currently has 23 ongoing residential projects aggregating to 6.99 million sq ft,
and 38 ongoing contractual projects aggregating to 7.42 million sq ft, under various stages of construction. Sobha has made a foot print in 20 cities and 12 states across India.
Details of the marketing Department
Marketing department play an important role in the organization, they follow
disciplinary patterns in the organization. Marketing department plays a key role in the
success of Sobha developers.They
Chapter-4
LITERATURE REVIEW
CHAPTER-5
DATA ANALYSIS&INTERPRETATION
The study was conducted at Sobha Developer’s Private Limited, Bangalore. There respondents were clients of Sobha Developer’s Private Limited. The study was conducted to elicit information regarding their effectiveness in the company.
It is the process of dividing and differentiating customer based on similar product
needs and wants. Segmentation can help to strengthen market position and operate effectively
. Can build customer loyalty and sector knowledge .The buyer segment of the product had
been done in the market with the help of Management information system [MIS] software .
The software helps me to analysis the buyer segment of Sobha Developers. MIS is very fast
and systematic, data’s are stored in the software for future purpose also. The analysis helps
me for getting lots of ideas and information mainly-
SURVEY STAGE
The study conducts exploratory interviews and focused groups .Importance ratings for brand awareness and brand ratings. Then with the help of MIS software to identify the BUYER SEGMENT ANALYSIS and collects data . Product usage patterns, attitudes towards product category and demographics, geographic, psychographics and media graphics of the respondents Geographic - region, country size, city,density, climate
Demographic - age, sex, family size, lifecycle, Income, occupation, religion,
race, social class, nationality
Psychographic - life style , personality, values
Behavioral - occasion, benefit, user status, usage rate, loyalty status, readiness stage,
attitude towards product
Geographic -geographic region, countries, provinces/state and cities
Geo demographic- It focuses on segmenting people on the basis of where they live and
have similar behavioural patterns
Analysis Stage
Under this he applies factor analysis to the data to remove highly correlated variables then
apply cluster analysis to create specific number of maximally different segments
Profiling stage
Each cluster is profiled according to its distinguishing attitudes, behaviour,
demographics, psychographics and media graphics and media patterns. Each segment is
given a name depending on its dominant characteristics. Market segmentation should be
redone periodically because they change.
The business environment of the indian housing industry has changed recently from a
supplier's market to a buyer's. Establishing and implementing proper marketing strategies
has increasingly become an important part of the managerial process. This research
attempts to offer a characteristics profile and a forecasting model that classify the housing
purchase consumers into three groups: a single-family housing purchase group, an
apartment housing purchase group, and a non-purchase group. These groups can be
classified and predicted by using the discriminant function: a linear combination of
demographic, socio-economic, and residential characteristics. Findings in this research
can provide valuable information for future efforts in identifying distinct target segments
of the indian housing market.
Buyer segment Analysis –RUBY PLATINUM(April’10-feb’11)
The study is conducted out of 77 total customers
1) 26% of the people who is working in IT industry and doing the function of software
development with an annual income between 5-15 lakhs and at the age of 47 and
above and with 1-5 years in the present address located in Bangalore and 4% of them
are Sobha customers.
2) 16% of the people who is working in manufacturing industry and doing the function
of sales and marketing with an annual income between 15-25 lakhs and at the age
between 37-41 and with 6-10 years in the present address located in Mumbai and
90% of them are not Sobha customers.
3) 10% of the people who is working in financial services industry and doing the
function of production with an annual income between 25-50 lakhs and at the age
between 42-46 and with 16 years and above in the present address located in U.S.A
and 6% of them are not providing any details.
Buyer Segment Analysis - RUBY(April'10-Feb'11)
The study is conducted out of 186 total customers
1. 27% of the people who is working in IT industry and doing the function of Software
development with an annual income between 5-15 lakhs and at the age between 32-36
and with 1-5 years in the present address located in Bangalore and 10% of them are
Sobha customer.
2. 23% of the people who is working in manufacturing industry and doing the function
of finance with an annual income between 25-50 lakhs and at the age 47 and above
and with 60 years and above in the present address located in U.A.E and 87% of them
are not Sobha customer.
3. 9% of the people who is working in financial service industry and doing the function
of operation with an annual income between 15-25 lakhs and at the age of 37-41 and
with 6-10 years in the present address located in Chennai and 4% of them are not
providing any details.
Buyer Segment Analysis -CINNAMON (April'10-Feb'11)
The study is conducted out of 126 total customers
1. 24% of the people who is working in IT industry and doing the function of Software
development with an annual income between 5-15 lakhs and at the age between 21-26
and with 1-5 years in the present address located in Bangalore and 10% of them are
Sobha customer.
2. 21% of the people who is working in media and entertainment industry and doing the
function of sales and marketing with an annual income between 15-25 lakhs and at the
age between 27-31 and with 6-10 years and in the present address located in Mumbai
and 83% of them are not Sobha customer
3. 18% of the people who is working in financial service industry and doing the function of
operation with an annual income of 50 lakhs and above and at the age between 42-46 and
with 16 years and above in the present address located in U.A.E and 8% of them are not
providing any details
4. Buyer Segment Analysis –FOREST VIEW (April'10-Feb'11)
The study is conducted out of 164 total customers
1. 18% of the people who is working in IT industry and doing the function of
Software development with an annual income between 5-15 lakhs and at the age
between 21-26 and with 1-5 years in the present address located in Bangalore and
10% of them are Sobha customer.
2. 16% of the people who is working in Travel and transport industry and doing the
function of finance with an annual income between 20-30 lakhs and at the age
between 37-41 and with 6-10 years and in the present address located in
Newdelhi and 75% of them are not Sobha customer
3. 14% of the people who is working in Media and Entertainment industry and doing
the function of Hr and Administration with an annual income of 50 lakhs and
above and at the age of 47 and above and with 11-15 years in the present address
located in Mumbai and 15% of them are not providing any details
5. Buyer Segment Analysis –SUNSCREAN (April'10-Feb'11)
The study is conducted out of 87 total customers
1. 24% of the people who is working in IT industry and doing the function of
Software development with an annual income between 5-15 lakhs and at the age
between 21-26 and with 1-5 years in the present address located in Bangalore and
17% of them are Sobha customer.
2. 14% of the people who is working in hospitality services industry and doing the
function of Operation with an annual income between 20-30 lakhs and at the age
between 32-36 and with 6-10 years in the present address located in Newdelhi
and 69% of them are not Sobha customer
3. 13% of the people who is working in Travel and transport industry and doing the
function of Finance with an annual income between 15-25 and at the age between
27-31and with 11-15 years in the present address located in Mumbai and 14% of
them are not providing any details
CHAPTER-6
FINDINGS
SUGGESSIONS
CONCLUSION
