This document provides an overview and analysis of DLF Limited, the largest real estate developer in India. It discusses DLF's business model, operations across multiple cities in India, vision, current strategies, and strategic planning process. The document also includes a financial analysis showing DLF's revenues and profits from 2008-2013 and concludes that DLF is well-positioned for continued long-term growth with a mix of development and rental businesses and experienced teams to execute projects across India.

1. PROCESSES EFFECTIVENES IN COMPANY
STRATEGIC ANALYSIS OF A COMPANY
BY ABY PHILIPOSE
GROUP CODE: UMA1V22
SUBJECT CODE: VAD1566M

2. CONTENTS
 Company overview
 Business model
 Current track of business
 Current strategy
 Strategic planning process
 Implement & updating
 Financial analysis
 Conclusion

3. DLF LIMITED (DELHI
LAND &FINANCE)
 The largest real estate developer in India
 Founded by Raghuvendra Singh in 1946 and is based in New Delhi, India
 Builds residential, office, and retail properties. Pan India presence.
 The company earnings arising from development and rentals. Acquired
land at relatively low cost in Gurgaon, after the Delhi development act that
controlled the real estate in Delhi
 In the mid-1970s, the company started developing their DLF City project at
Gurgaon.
 Its exposure across businesses, segments and geographies, mitigates any
down-cycles in the market.
 Developed 22 major colonies in Delhi, DLF is now present across 15 states-
24 cities in India. DLF Limited (Delhi Land & Finance)

4. VISION, MISSION &
VALUES
Vision
To contribute significantly to build the new India and become
the word’s most valuable real estate company
Mission
To build world-class real-estate concepts across six business
lines with the highest standards of professionalism, ethics,
quality and customer service.
Values
Sustained efforts to enhance customer value and quality
Ethical and professional service Compliance and respect for
all community, environmental and legal requirements. Vision,
Mission & Values

5. CURRENT TRACK OF
BUSINESS
DLF’s development business primarily focuses on the
development and sale of residential real estate which include
plotted developments, houses, villas and apartments of varying
sizes and integrated townships, with a focus on the high end,
luxury residential developments.
The development business also consists of certain commercial
and shopping complexes, including those that are integral to the
residential developments they are attached to.
DLF further splits the development business into three
geographical segments – Gurgaon, Super Metros and Rest of
India.
Each of these three geographical segments are independently
responsible and accountable for all activities across the product
value chain from acquisition of land, obtaining approvals,
project planning and execution, to launch, sales & marketing
and final delivery of the developed property to the customers.

6. CURRENT STRATEGY
 consolidation of its core operations
 cash flow maximization
 long-term growth Recently adopted strategies
 Business organized on vertical basis
 Hotels ,Homes , Office and retails independent of each other.
 Same structure is followed not only at corporate level but also at
national level.
 With core business reaching stable operating performance , focus
is to aggressively ramp up new businesses
 Key focus on execution of projects DLF will look into making
small pure investment in non-real business, with target ROI of 20%.
 The compensation structure within the mid/senior level employees
allows for participation in the success of various
projects/businesses.

7. STRATEGIC
PLANNING PROCESS
 Hybrid Business Model: Sales and Lease business model.
 DLF has adopted a focus strategy by creating high entry
barriers and unique construction marvels in the regions where
it operates.
 Enhance Execution Capabilities Brand Loyalty Creation:
DLF has been associated with unique buildings and this has
helped DLF to create a brand loyalty that is not common in
Real estate sector firms.
 Brand building exercises : DLF has been associated with IPL
and other such ventures and hence created a nationwide
brand recognition which only a few of its competitors has. Real
estate is fragmented sector and DLF has created a brand
image that differentiates it from the clutter.

8. IMPLEMENT &
UPDATING
Launched
affordable
housing
project.
Payment of
short term
debt by
raising long
term debt.
Terminated
projects with
long
gestation
period.
Sale of
properties for
liquidity
preservation.
Cost
reduction
through tight
cash flow.

9. FINANCIAL
ANALYSIS OF DLF
2008-09 2009-10 2010-11 2011-12 2012-13
Turnover 2827.9 2307.8 2916.08 3491.32 2150.04
Profit 1547.77 765.06 1269.58 1041.73 501.56
0
500
1000
1500
2000
2500
3000
3500
4000
Rsincrore
2008-
09
2009-
10
2010-
11
2011-
12
2012-
13
Net Profit Margin 40.36% 23.87% 31.37% 22.73% 15.17%
Op Profit Margin 62.33% 45.29% 61.03% 60.43% 64.62%
0.00%
20.00%
40.00%
60.00%
80.00%
100.00%
120.00%
%age

10. CONCLUSION
India’s largest real estate company in terms of revenues, earnings,
market capitalization and developable area with a 62-year track record
of sustained growth, customer satisfaction and innovation.
Robust business model with mix of development & rental earnings
All earnings enablers in place –high quality / high value “zoned ”land
resource in super metros & metros and motivated teams at local level to
execute projects
Businesses (Commercial, retail & luxury homes) which contribute more
than 80% of our long term value are at stable operating platform
Set to change the hospitality landscape in India-
On way to set up 20,000 business hotel rooms in the next 5 years in
partnership with Hilton
Only developer with the experience of setting up of large townships