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Blue Ocean Strategy - Bahria Town
- 1. SUBJECT: BUSINESS MANAGEMENT TOPIC: BLUE OCEAN STRATEGY PROJECT: BAHRIA TOWN GROUP-3 EMBA SZABIST ISLAMABAD
- 2. Bahria Town VISION “Transforming society through responsible leadership and revolutionary research” MISSION involved in not only generating knowledge in various fields but also applying this knowledge to improve the lives of people and communities at local as well as global level VALUES Communities, Environment, Economics • Founded in 1996 • Largest private real estate developer in Asia • Large road networks, including bridges and expressway • City size projects delivered • Amenities and services including security, schools, hospitals, commercial area, maintenance and emergency services (fire brigades, ambulances) • Largest private infrastructure including grid station, backup power generators (uninterrupted power supply) and telephone exchanges. • Assets around 60 Billion USD • ERP system & call centre in real estate sector • Housing solutions for all socio-economic segments • Pioneers of latest trends in urban planning.
- 3. ELIMINATE RAISE REDUCE CREATE FOUR ACTION FRAME WORK
- 4. Why to jump … RED OCEAN • Number of small scale societies • Dense populated cities • Government urban area polices • Expensive land • Security issues BLUE OCEAN • Location near outskirts of cities • Rural policies applicable • In expensive land purchase • Natural landscaping • Easy to monitor intruders
- 5. Segmentation Matrix Variants Conventional Bahria Town Position Price per sft 2 5 Raised Location accessibility 5 0 Eliminate Land transfer frauds 4 0 Eliminate JVs 4 1 reduced Capital 4 1 reduced Project delivery 2 4 Raised High return on investment 1 4 Raised security 1 4 Raised Infra structure 1 4 Raised Design 2 4 Raised Un-interrupted basic utilities 0 5 create Quality inspection 0 5 create Themes 0 5 create social walfare work 0 5 create Low cost pre-fab houses 0 5 create
- 6. O F F E R E I N G L E V E L INDUSTRY VARIABLES 0 1 2 3 4 5 6 Strategy Canvas Conventional Bahria Town HIGH LOW
- 7. 0 1 2 3 4 5 6 Price per sft Location accessability Land transfer frauds JVs Capital Project delivery High return on investment security Infra structure Design Un-interrupted basic utilities Quality inspection Themes social walfare work Low cost pre- fab houses Strategy Canvas Conventional Bahria Town
- 8. • Analyzed society problems and presented solution-All in One • Initiated big steps • Bahria Town improvised the conventional life style at new locations • Initial projects increased post perceived purchase value • Instead investing more capital or retained earnings for new projects, Bahria town generated money from advance booking Conclusions