Bus 251 Group Project Section 17 Group 05

Running Head: A ZERO-LOW COST COMMUNICATION PLAN
BUSINESS COMMUNICATION FINAL PROJECT
A ZERO- LOW COST COMMUNICATION PLAN FOR AN ARCHITECTURAL FIRM
Prepared By
Group No 05
North South University
Course Name: Business Communication
Course Code: Bus 251
Session: Fall 2022
Section: 17
Name ID
Sourav Sandar 1922021630
Lamia Jahan 1711193630
Tofajjal Hossain Imran 1921618630
Fariha Faiza 2012437630
Mohammed Monjurur Quadir Nafees 2012970630
Kazi Abidur Rahman 1921808030
Prepared For
Hamida Mosharraf Moniea (Hmm1)
Date of Completion
18.12.2022
A ZERO-LOW COST COMMUNICATION PLAN
Executive Summary
This report analyzes the architecture industry of Bangladesh and proposes a low cost
marketing strategy for new architectural startups. As the reader flips through the pages of this
report the reader will find out about the current condition of the architecture industry and how
feasible it will be for startups to start a new firm, the daily challenges the firms of the industry
faces and the opportunities it can utilize with changing trends. Along with this the reader will
also find out about the factors that can affect a buyer’s purchasing decisions in Bangladesh and
how with a very minimal cost an architectural firm can advertise its name while doing CSR. A
sample printed advertisement has also been illustrated for better understanding.
Acknowledgement
Firstly, we would like to thank Allah for providing us the opportunity for carrying out
this project as without the blessing and help of Allah it would not be possible for us to carry out
this project.
After that we would like to show our gratitude to our honorable course instructor of
Business Communication (BUS 251), Ms. Hamida Mosharraf Moniea (Hmm1) for providing us
with all the required guidelines and aid to prepare this project in the best way possible. Initially
we assumed that this project would be probably quite difficult but our honorable faculty provided
us her constant support and help to complete this project.
And finally, we would like to thank Architect Mr. Anwar Jahed who has helped us
immensely in understanding the architecture industry of Bangladesh based on which we have
written this report. His professional insight has been very helpful for us. Without his help
probably we would have been able to finish this project in time. We are very grateful to him.
Table of Contents
Introduction ..................................................................................................................................... 1
Overview of The Business .............................................................................................................. 3
Company Name ........................................................................................................................... 3
Company Location ...................................................................................................................... 3
Company History ........................................................................................................................ 3
Mission And Vision .................................................................................................................... 6
Market Segmentation .................................................................................................................. 6
Products/Services ........................................................................................................................ 7
Objectives .................................................................................................................................... 7
Analysis of Business Environment ................................................................................................. 8
Stakeholder Analysis ................................................................................................................... 8
Key Suppliers and Investors .................................................................................................... 8
Key Market Players ................................................................................................................. 9
Industry Analysis....................................................................................................................... 11
Porter’s Five Forces of Industry Analysis ............................................................................. 12
PESTLE Analysis .................................................................................................................. 15
Challenges And Opportunities............................................................................................... 17
Current Trends ....................................................................................................................... 21
Factors Affecting Consumer Behavior In Bangladesh ................................................................. 25

Psychological Factors ................................................................................................................ 25
Cultural Factors ......................................................................................................................... 26
Income ....................................................................................................................................... 27
Proposed Low Cost Marketing Strategy ....................................................................................... 28
Proposed Sample of Printed Advertisement ................................................................................. 30
Conclusion .................................................................................................................................... 31
Reference ...................................................................................................................................... 32
Appendix ....................................................................................................................................... 35
A ZERO-LOW COST COMMUNICATION PLAN 1
Introduction
Bangladesh's architecture is intertwined with that of the Bengal area and the larger Indian
subcontinent. The history, culture, and religion of Bangladesh are all deeply ingrained in the
country's architecture. Over the years, it has changed and absorbed influences from many social,
religious, and foreign communities. Bangladesh's architecture has a significant influence on
Bangladeshi culture, tradition, and way of life. There are several ancient monuments and
architectural artifacts in Bangladesh.
This report contains a detailed analysis of the architecture industry of Bangladesh for
which a new architectural firm has been analyzed. As business specialists after thorough analysis
of the industry and the architectural firm a detailed plan has been suggested to establish the firm
as a brand through a low cost marketing strategy.
The data has been collected through both primary and secondary source. Several
websites, Journals were used to gather necessary information. Besides, a knowledgeable person
of architecture industry, Architect Anwar Jahed provided sufficient insight regarding architecture
industry.
The intended reader of this report is both individuals who want to know about the
architecture industry, possible investors and entrepreneurs thinking about starting a architectural
startup and researchers.
At first, the architecture firm has been analyzed and suggested a name and logo. Its
mission, vision and tagline have been created for the existing and prospecting clients.
Second, industry analysis has been conducted using different models. Thus, the internal
and external environment has been analyzed. There are some difficult challenges like Lack of
resources, Economic instability, High Competitiveness has been found out after the market
research. But there are some great opportunities out there, such as: Lower mortgage credit
interest rate, Green Architecture, Collaboration with the government.
To know about the customers well, several factors that are associated with customer
behavior are discussed by which the company can learn their customers well. It is suggested that
if firms can recognize these factors well, then they will be able to handle the customers more
efficiently. The customer relationship management will be smoother than ever before. This will
ensure good performance of the firms.
At last a low cost marketing strategy to attract new customers has been explained in
detail along with a sample which will be helpful for not only the firm on which the analysis has
been made but also for all prospective and new architectural firms which cannot afford to pay a
lot on marketing.
Overview of The Business
Company Name
The official name of the architectural firm is ―Shwapno Shikhor Architecture Limited‖
which is both original and hopefully eye-catching to the firm’s
intended customers.
Company Location
The architectural firm is located at a prime location of
Banani, Dhaka. The address of the architectural firm is 423/1 Banani, Dhaka.
Company History
The current market requires a multi-disciplinary architectural firm which understands
individual client requirements and is able to deliver them under many constraints like time,
budget and still be enough artistic and resourceful at the same time. In order to achieve these; the
emphasis on participation and consultation is essential in the workplace. ―Shwapno Shikhor
Architecture Limited‖ understands this very well and tries its best to cater to its client’s needs.
Bangladesh where many of the urban people lives in poorly planned and unsafe buildings
―Shwapno Shikhor Architecture Limited‖ finds this issue its obligation to construct
architecturally sound, creative and budget friendly premises to make this city a more safer place
as much as possible.
The owner of the company is an architect who has been in the industry for the past
several years. During this period the owner has gathered ample years of practical experience
through his employment in one of the leading architectural firm in Bangladesh. Though he has
always wanted to start his own architectural firm which would give him complete autonomy,
creative control and professional flexibility; he knew in order to so he would have to fulfill
certain requirements. Starting from being a licensed architect and acquiring necessary
professional training, skills and creative expertise to open his own architectural firm he would
require first-hand experience on how an architectural firm in Bangladesh operates in order to be
successful. So to learn this he has been working with a leading architectural firm in Bangladesh
for the past several years after completing his graduation in Architecture. He has been planning
to launch his firm since a long time by 2020 but then because of Corona virus pandemic his
dreams of starting his own firm came to a halt. The industry was going through a rough time of
uncertainty. The construction process came to a halt and most of the projects were being delayed
and projects in their earlier phases were being cancelled. The entire industry became unstable
within a short period of time. He had to postpone his plans of opening his firm due to ongoing
instability. But he has always been passionate about entrepreneurship and he was adamant about
fulfilling his dreams. His passion and dedication towards his work and dedication worked as an
inspiration for him in starting his architectural firm. So when he was terminated from his job on
early 2021 by the company he was working into in order to minimize expenditure to stay afloat;
he was devastated. Though he could start a firm of his own but he was not confident enough if
the firm would sustain in these difficult period. So when an old loyal customer of his came to his
home looking for him he was surprised. Ms Fatema was adamant on him taking up her project
though he was no longer working under his previous employer. This gave him the confidence
and push he needed in order to fulfill his dreams. He had gained a though small but fair share of
loyal customers over the years. He believed he had now what it takes to start as an entrepreneur
and he could make his firm sustain in these difficult times. So ―Shwapno Shikhor Architecture
Limited‖ was launched officially finally on 10th February, 2022. From then till now the owner is
taking several measures to establish his company as a brand among the middle to upper class
Bangladeshis.
The clients demand proper return from their investment. They want their value for
money no matter how small the investment is. Through participative management which
involves active participation of the clients; ―Shwapno Shikhor Architecture Limited‖ finds the
best designs for its clients which are unique, economically viable, practical and customized as
per as the client’s preference.
While designing ―Shwapno Shikhor Architecture Limited‖ takes several factors into
account that makes its designs a very smart and innovative choice for clients. The entire team
puts every bit of hard work they can to make the designs as per as the client’s taste and
preference. They try to connect to the clients on a personal level to figure out the exact
requirement and visions of the clients which the team, later turns into a reality which is
economical, personal and as well as functional design. The firm doesn’t follow a generalized
approach rather it follows a customized approach for every client while designing. It gives
extreme emphasis in attention to detail to incorporate the demands of its clients as well as use the
firm’s expertise in all the aspects those are required to create structures successfully. The
designers also looks for new ways constantly while solving problems but also keeps in mind to
remain within the given parameters of the client’s budget.

Mission And Vision
Mission Statement: ―We integrate innovation and function where on the way they meet
technology and reach within the limits of our clients according to their customized
requirements‖.
Vision Statement: ―We aim to be a leading architectural firm that will be renowned for
delivering value to its clients. Our focus is to create a sustainable future through our design and
create settings to inspire how we live, work and play‖.
Company Tagline: ―We listen and deliver‖
Market Segmentation
The target market for of the architectural firm could be categorized into several segments.
These are mentioned below.
Demographic: Any gender and race.
Geographic: Dhaka
Psychographic: People who are interested in developing high-performance buildings those are
Sustainable, resilient, economically viable, and assure the safety, health, comfort, and
productivity of its occupants.
Socioeconomic: Educated middle to upper-class people.

Products/Services
Services: ―Shwapno Shikhor Architecture Limited‖ provides its designing and consultation
services in several types of infrastructures for people of different classes of Dhaka. The list is
given below.
1. Residential
2. Corporate
3. Landscaping
4. Parametric design
5. Retail showroom
6. Duplex design
Objectives
The firm’s objective is to continue to deliver extraordinary, unique designs for its clients
by using its aptitude in technology, solid managerial techniques, awareness of aesthetic designs
and skilled workforce.
As the firm is quite new in the market so there is a chance of growth opportunities for it.
So the objective for the next 5 years would be making substantial growth and capture as much as
market shares as possible.
The firm’s another objective is to continue to develop best designs through perceptive
approach while promoting green, sustainable, economical and efficient infrastructures alongside
strictly following the team approach and keeping them aware about the bigger picture. As these
are difficult times so one of the key objectives is to sustain the firm and increase its longevity as
much as possible through these ways.

Analysis of Business Environment
Stakeholder Analysis
Key Suppliers and Investors
Key Stakeholders Description
Customers Buyers (Middle to Upper-Class Bangladeshis)
Employees Electrical Department, Mechanical Department, Structural Department, Urban
Planning, Architectural Department, Interior Department, QC Department,
Designing Department, Marketing Department, Finance and Accounts
Department, Construction Team, Project Management Department, IT
department, Legal Department, Administrative Department, 3D Visualization
Department.
Investors Navana Group, Abdul Monem Ltd., DOM-INNO Ltd. etc.
Suppliers SHAH CEMENT, BSRM, RR Group, SIMEX Bangladesh
Customers: The main customers of the industry are middle to upper class people of
Bangladesh.
Employees: There are several departments in the architecture firms. The employees of
the department work as a group to achieve departmental goal. There are some cross functional
groups out there who work with the people of different department to meet the goal of these
companies.
Investor: Navana group, Abdul Monem Ltd., DOM-INNO Ltd. are the key investors in
the architecture industry in Bangladesh.
Supplier: SHAH CEMENT, BSRM, RR Group, SIMEX Bangladesh are the key
suppliers for architecture firms. They all are prominent as raw material suppliers in architecture
industry. These companies provide almost 90% raw materials of the architecture firms.
Key Market Players
1. Volumezero Limited: Volumezero Limited is a multidisciplinary architectural company.
With a history of success it provides integrated approach to reliable project delivery in the
evolving globalized world.
Service options: Online appointments, On-site services.
Address: House 135, Road 4, Block A, Banani, Dhaka, 1213.
2. Dhaka Designer: Hassle free Design Construction and Installation service by Architects.
Areas served: Dhaka and nearby areas.
Address: Suite 4A, House 120, Ophelia Tower, Road 01, Block F, Banani, Dhaka, 1213.
3. Variance Architects: A consultancy firm for architectural and interior design works. The
practice engages globally in providing solutions to contemporary architectural, urban & interior
issues.
Address: House 12, Road 2/A, Banani, opposite of MP sheikh Selim’s house, Dhaka 1213,
Bangladesh Ground floor, Dhaka 1213.

4. Vistaara Architects Private Limited: Vistaara, the leading and the largest Architectural
office of Dhaka, is in practice for nearly two decades, and successfully completed numerous
landmark projects in Bangladesh.
Address: Grand Delvistaa, Road 113, Gulshan Avenue, Dhaka.
5. Khetro Sthapati Architecture and Interior Design Firm: Khetro Sthapati is an architectural
and 3D Visualization firm in Bangladesh consists of experienced and talented Architects and 3D
artists. They assist their clients the best quality Architectural drawings and designing, Exterior &
Interior Design, 3D Modeling & Visualization, 3D Animation with affordable prices.
Areas served: Dhaka
Address: Head Office, House 60 Rd No 20, Dhaka 1230.
6. Shellmark Limited: Best Building Design Company, Soil Testing Services, Digital Land
Survey, Architectural Design, Structural Design, Plumbing Design, Project Management,
Electromechanical Design company in Dhaka, Bangladesh. They cover Residential, Commercial,
Duplex, Triplex, Hospital, Resort, Residential Hotel Design, Soil Test for Building Construction,
Land Survey Company in Bangladesh, Duplex House Design in Bangladesh.
Address: Muktobangla Complex, Level-9, Suite-201(A), Mirpur, 1 Bus Stand, Dhaka 1216.
7. J.A. Architect Limited: One of the top rated architectural consultancy services of
Bangladesh. From Mud Houses to Vernavular Human settlement Planning to Green Factories
and Educational/Health care facilities they have showed excellence in Design.
Address: C-1, 1st Floor, Rabbee House, CEN(B) 11, Road-99, Gulshan 2, Dhaka.
8. AFNAAN Architectural and Engineering solution: Afnaan Architectural & Engineering
Solution is the leading design consulting firm in Bangladesh. They are providing services more
than 10 years to their valuable clients. AFNAAN Architectural & Engineering Solution ―prides
itself on providing a Safe, Economic, Durable, Latest and as per client’s requirement Design.
Address: House # 3, Road # 3, Block#B, Banosree, Rumpura, Dhaka, 1219.
Industry Analysis
Architecture industry in Bangladesh has its roots long way back. As the country's
population is rising so is the number of constructions which is pulling a huge demand of
architects to design these projects. Currently there are almost 100 firms in Dhaka, both large and
small. The number is rising since Dhaka is expanding rapidly. Before most buildings were
designed by civil engineers but with the rise of higher middle class luxurious apartments are in
demand and so are the homes with aesthetic value. So developers are leaning into architectural
firms to develop aesthetically pleasing buildings. People and offices are also focusing on more
eye pleasing interiors. Even though the demand is high, there are not enough skilled and reliable
architects. But the situation is improving. Large firms turn in big projects in collaboration with
civil engineering firms while smaller firms offer consultancy, drawing and working with civil
engineering firms on a daily basis. Most construction companies have their own in-house
architects to work on bulk projects and template projects but for new projects they collaborate
with architectural firms where the in-house architects use the design and drawing to make their
own drawing according to the materials. At present the number of projects depends on the
project type, number of staff, connection and on the basis of that a form can do 10 to 100+
projects in a year.
Porter’s Five Forces of Industry Analysis: Architectural firms work closely with the real estate
sector of Bangladesh where they closely work with people from several sub sectors. In this
architecture industry of Bangladesh, five competitive forces can be studied and analyzed that
dictate the rules of competition, which altogether determine the attractiveness and profitability of
this industry.
Threat of new entry (High): The threat of new entry in the architecture industry is high.
The main reason behind that is the barriers to entry are low and the cost is reasonable. To open
an architectural firm legally in Bangladesh the restriction is not much but in order to be
successful an architect needs to have several years of practical experience, certification, skills
and creativity. Though from a monetary point of view a person would not require much financial
capital but he/she would definitely require human capital.
Economies of scale can be achieved by having loyal and regular good customers. In this
industry firms do not have economics of scale yet and are not able to provide a competitive low
price, which increases the threat of new entrants.
Brand loyalty is high in this industry as clients are investing a lot of money for pursuing
the service of architectural firms. So they would want to invest money where they are already
aware about the firm’s way of doing things and likes its service.
The amount of capital required to start a new business in this industry is medium but
there is not much legal restrictions.

Moreover, it does not require a lot of contacts to enter the industry and thus making it
easy for new companies to enter.
Analyzing the determinants, the threat of new entrants is seen to be high in this industry.
So, many people get the inspiration to join this kind of business.
Bargaining power of customers (High): Determinants of the bargaining power of
customers of this industry is the number of customers.
The number of customers in this industry is not that much. Many people of Bangladesh
still do not seek the consultation from the architects while making their homes or offices. They
mostly seek consultation from the civil engineers. As customers are lower in number so they
have a high bargaining power over the architectural firms.
Thus, analysis shows that the bargaining power of customers in this industry is high.
Bargaining power of supplier (Low): Determinants of the bargaining power of
suppliers of architecture industry are the number of suppliers and the availability of substitute
inputs.
In our country, there are a large number of suppliers of the raw materials needed in these
kinds of business. Firms don’t buy all the raw materials needed from one supplier as it is a large
service involving people from several sectors. As the number of supplier in this industry is high
so suppliers have less bargaining power.
Availability of substitute inputs is very high in this industry thus it decreases the
bargaining power of supplier.

Current rivalry (High): Determinants of current rivalry for architecture industry in
Bangladesh include industry growth rate, demand of the products and their prices.
There are a large number of architectural firms operating in Dhaka. Which alone is
approximately about 100. There are not enough customers compared to the number of firms. So
there are a lot of growth opportunities for this industry. There is very high competition among
the rivals. So in order to sustain in this industry quality and affordability is the key.
Demand for seeking consultancy from architects is growing currently as people are
getting more aware about the importance of an architect in building their homes and offices.
Though the industry is struggling currently due to coronavirus pandemic but the industry will
bounce back. The price set by the firms varies based on the experience of the architects and the
difficulties of the project in this industry.
Analyzing these determinants, the current rivalry in the architecture industry of
Bangladesh is high.
Threats of substitutes (High): Determinants of the substitutes are switching cost and
buyer loyalty.
The threats of substitutes are very intensive. The switching cost is low among the firms of
same level. Also the number of firms in Bangladesh is quite high so firms try to set competitive
prices to grab market shares. Customers are more knowledgeable now and they can take the help
of internet to find out the best place to meet their demand.
Buyer remains loyal as long as they receive quality service within their budget. So buyer
loyalty is high only when the companies are being able to deliver to the client’s expectation.
Analyzing these determinants, the threat of substitutes in the architecture industry of
Bangladesh is high.
It is understood that the industry is highly competitive and has high growth opportunities,
and it is not so difficult for new companies to enter the industry. Customers possess much of
power over the architectural firms, whereas the suppliers don’t have much bargaining power on
the firms. Though there is threat of substitutes but quality service, innovative ideas,
implementations and efficient cost management are the key factors for firms to outrun their
competitors and capture market shares. So this makes this industry enough attractive for doing
business.
PESTLE Analysis: PESTLE is also a tool to assess the external factors that affects a business in
an industry like the porter’s 5 forces.
Political: The business often affected by the unstable political situation. Organizations
are often influenced by political parties. Besides, Government recently reduced the corporate tax
rate from 32.50% to 30% (For financial year 2022-23) on this sector. The profit margin of
architectural firms gets affected by the political condition and fiscal and monetary policies taken
by the government. So political factor affects this industry heavily (Rahman, 2022).
Economic: This factor plays an important role in the context of Bangladesh. Bangladesh
is a developing country. And most of the people are not so well off. Current days post covid the
economic condition has been quite unstable. High inflation and unstable exchange rate is one of
the key challenges. So for normal middle class people it has become very difficult for to afford a
normal house let alone a smartly designed eco-friendly house.
Social: The emerging private sector and rapid urbanization resulted in the need for a
range of building typologies and architectural design services. Government organizations are
realizing the value of architectural firms. General people are starting to realize the value of
designs and well-designed infrastructures. Post covid the working culture has changed as well.
The preference on work from home will also impact the firms and they will have to reevaluate
their working style, training and many things. and so on which will get infused in the culture.
Technological: Nowadays almost every architectural firm in Bangladesh uses technology
in their operation. Though the technology infrastructures are still not well structured in
Bangladesh, advancement in technology will help to flourish architecture industry in
Bangladesh.
Legal: The industry regulation, licenses and permits required to operate legally in
Bangladesh is not much like other countries. To start a architectural firm there aren’t a lot of
legal restrictions and rules follow in Bangladesh (Rahman, 2022). But in terms of Protection of
Intellectual Property Right Bangladesh is far behind because of its weak legal framework
(Sultana, 2019).
Environmental: The environmental factors are in favor of the architecture industry. The
temperature of our country is moderate. The weather doesn’t change so frequently. But creating
designs that are eco-friendly is a demand of time.
So the political influence is heavy on this industry’s business along with the economic
conditions of the clients seeking service from the architectural firms. The current social condition
is changing which is changing the way of working for the firms. Technology is rapidly becoming
a necessity for this industry like along with environmentally sound products/services. As though
for firms entering this industry isn’t much legally restricted but they don’t receive much
protection as well due to weak legal framework of the operating country.

Challenges And Opportunities
Challenges: Challenges For a developing country like ours Bangladesh, architectural firms
operating in the Architects industry has to face several challenges on a daily basis. Scarcity of
resources, limited income, high inflation and economic instability due to Covid 19 pandemic,
lack of awareness among the general people about the importance of adaptive architecture, Huge
dependence on creativity, emphasis on cost effectiveness, Lack of engagement from the
resident’s end and reluctance of the general people on hiring architectural firms are making this
creative industry facing a lot of struggle in order to sustain among the raising number of
competitors.
Scarcity of resources: Bangladesh is country which does not have an abundance of
resource. The shortage of resources forces the architects to adapt to the available resources and
making a fusion between innovativeness, resourcefulness and cost effectiveness.
Out of reach: The buyers have limited income and the service of architectural firms will
cost quite a bit to a home owner of middle class. So the potential client for an architectural firm
is usually people from upper middle class to higher class. This causes the architectural firms to
be out of reach for middle class people which is a loss of potential clients and revenue.
Economic instability and inflation: The economic instability and inflation after the
pandemic has caused strain on the developing economy of Bangladesh. Like many other
industries architects industry has also taken the hit. The industry has been struggling lately due to
raising prices of raw materials, depreciation of taka against dollar, economic uncertainty and
devaluation of real income has forced the normal people reluctant to invest in the real estate
sector. The economic instability and depreciation of taka against dollar is also forcing the
government to reduce their developmental projects and thus reduced need for architects. These
are causing downward growth trend in the architecture industry.
Huge dependency on creativity and cost effective technologies: For a country like
Bangladesh the technologies that make sense those are cost effective and meets the needs of
people while maintaining their the aesthetic appearances outside as much as possible. These
types of work requires creativity to be able to continuously come up with such solutions that
requires fusion which is a task of difficulty.
High competitiveness: The number of competitors in this industry is quite high. The
earlier growth had pulled many people to invest in this industry but now the lack of buyers
compared to the number of architectural firms is causing the industry to be dull. The firms are
struggling to keep them afloat during these bad times.
Reluctance / lack of awareness among people: the general people either don’t feel the
need for architects for designing their dream homes to make those infrastructures environment
and resource friendly or the people are unaware about the importance of green architecture and
adaptive architecture and by extension architectural firms to make their future habitable. So there
are still many people in Bangladesh who don’t know or feel the need for an architectural firm. A
study conducted by Rahman & Hossain titled ―Change in Adaptability of Residential
Architecture‖ has found that a significant population of Bangladesh themselves design their own
home without the involvement of any architects (Das, Hossain & Rahman, 2021). These are
causing reduction in clients and profits for the firms.
Domination of real estate agencies: for developing countries like Bangladesh the
residential infrastructure sector is being dominated by the real estate agencies and developers for
a very long time. The apartments built for the masses by them are neither properly planned nor
environment friendly.
Restriction on direct marketing from IAB: The Institute of Architects Bangladesh has
imposed restriction on direct marketing which has increased the hurdles for the architectural
firms operating in Bangladesh. As the firms can’t engage in direct advertisement, attracting new
customers is a huge challenge for the firms.
Opportunities: After getting to know about several types of challenges faced by the architects of
our country there could be some possible source of opportunities for the revival of the
architecture industry as well.
Lower mortgage credit interest rate: The recent covid 19 pandemic has caused the
government and private banks to lower their mortgage credit interest rate. Many of the
population of the country are in need of mortgage fund for construction of their dream home.
Lower mortgage interest rate will create an opportunity for people to invest in the real estate
sectors. Thus this will create an opportunity for the revival of the Architects industry. The
mortgage interest rate has dropped from 15% to 8.8% in the course of 6 years (Bangladesh Bank,
2022).
Green architecture: There is a growing demand for green architecture in Bangladesh.
Many people are interested to invest in green architecture which will need architects to
implement and thus a revival opportunity for the sector. ―The smart home‖ project by BIT is an
example of that. Smart home is not a dream anymore. It’s being implemented in the form of
remote access to the electronic appliances and fingerprint access to buildings along with
provision for growing trees at least 20 feet high (Akhter, 2021). ―Green architecture strives to
minimize the number of resources consumed in the building's construction, use and operation, as
well as curtailing the harm done to the environment through the emission, pollution and waste of
its components‖ (Ragheb, Shimy & Ragheb, 2016). So this could be a new market for the
architects in the future hopefully.
Naturally ventilated buildings: After the covid 19 there will be need for the residential
or commercial infrastructures those are naturally ventilated (Irshad & Abidi, 2020). The growing
energy crisis of now a days might also force the normal people to take natural ventilation in to
consideration while building homes and offices. These might be an opportunity for the revival of
the Architects industry.
Adaptive architecture: in the current days of space scarcity the infrastructures should be
more sustainable and should allow engagement of end users in the design phase directly. Though
this is a bit costly initially but in the long run it is better for the developing countries. It will be a
permanent solution for the growing housing need. If the need for such things could be awaken
among the masses with the help for proper awareness and marketing program this could be a
game changer for the Architects industry (―What are the……Bangladesh‖, 2018).
Collaboration with the government: Recently the collaboration with government is
making the houses affordable for the middle class peoples. This also could be a source of
opportunity for the architects to revive their business (―What are the……Bangladesh‖, 2018).
Opportunities outside Dhaka: According to the president of REHAB the construction
of metro rail and preeminent expressway will create opportunities for real estates and architects
to flourish their businesses. Dhaka has long ago crossed its carrying capacity. The market outside
Dhaka is very lucrative and will create opportunities (―What are the……Bangladesh‖, 2018).
The ―Himchori Residence‖ project by River & Rain architectural firm is a proof of that
(Archdaily, 2017).
Current Trends: Like everything else, architecture is subject to fads, some of which are brief
flings with change rather than having a permanent influence. Some, however, are really
groundbreaking and have an impact on the direction of architecture. There are various factors
that influence how architecture develops through time, including alterations in building use,
alterations in the environment, and historical effects like those of war, politics, and religion. Here
are a few examples.
Over the past 20 years or more, Bangladesh's architectural sector has been blossoming
with a "new" vigor. Bangladeshi architects have been experimenting with form, material,
aesthetics, and—most importantly—the notion of how building connects to history, society, and
the environment. Their numerous tests highlight a general perception that something has been
going on in this populated South Asian nation. In Bangladesh, there has been a fierce
competition of architectural concepts during the past 20 years. The prior views toward
regionalism or orthodox modernism in architecture diffused into a more complex aesthetic
abstraction landscape.
Architectural BIM services: Architectural BIM services are employed as a potent
analytics tool that improves the coordination between architects, engineers, and builders in
Bangladesh by certain organizations that design to improve decision-making. The visualization
tool of 3D architectural modeling has completely changed how building and infrastructure
projects' defects and facilities may be identified, found, and handled. Some businesses use
architectural services that go beyond only offering strategic counsel on 3D architectural
modeling, architectural BIM modeling, and 4D and 5D architecture design (Morshed, 2018).
Digital land survey: The most crucial step before beginning any infrastructure
construction is a digital land survey. Conducting a digital land survey before developing a new
project is essential since it allows you to determine the ideal project site. Correct measurement
cannot be produced by a manual hand survey. Chains and tapes have several flaws and
restrictions. In this situation, the digital land survey might help to resolve these problems. The
EDM, or electronic distance measurement, is what it is. To manage any MEGA projects in
Bangladesh, numerous businesses purchased EDM tools such the Total Station, Level, surveyor's
instrument, etc. It will assist the architect in getting an accurate measurement of the project area.
Landscape Design Landscape design is really fashionable these days. Many architectural firms in
Bangladesh are now adopting various sorts of landscape designs. Hardscape refers to any type of
brickwork or timber. Concrete, bricks, stones, wood, and metal are some of the materials utilized
in hardscape design. Soft scape: The major component of soft-scape design is any form of plant.
To improve the attractiveness of hardscapes and soft capes, any interior or exterior design may
be applied. So, the two primary categories of landscape design are hardscape and soft cape
(―Topographical Survey‖, n.d.).
3D visualization service: 3D Rendering is the most popular and beneficial technology in
Bangladesh and it is widely utilized in the building business for interior decorating. Everyone
desires a magnificent and spectacular interior design for their ideal home. Architects construct
3D models for perfect matching and accurate outputs. It is employed not just for house design
but also for workplace interiors. 3D models are used to develop the types of designs that wow
our consumers. In today's globalized corporate world, many firms, including Bangladesh, are
employing 3D floor plan models to embellish office interiors in order to achieve a competitive
advantage. Companies may use 3D visualization services to create appealing, lifelike visual
experiences that speed up design, project approval, and customer purchase choices In text
citation (―3D Visualization…..Bangladesh‖, n.d.).
Landscape Design: Landscape design is really fashionable these days. Many
architectural firms in Bangladesh are now adopting various sorts of landscape designs.
Hardscape refers to any type of brickwork or timber. Concrete, bricks, stones, wood, and metal
are some of the materials utilized in hardscape design. Soft scape: The major component of soft-
scape design is any form of plant. To improve the attractiveness of hardscapes and soft capes,
any interior or exterior design may be applied. So, the two primary categories of landscape
design are hardscape and soft cape (Morshed, 2018).
IoT and Advanced Analytics: Several case studies have been published regarding the
use of IoT and Bangladesh to generate long term value generation. A framework is being
constructed around the HVAC and building industries, as well as the use of IoT technology to
optimize energy use. At the moment, a recommended strategy for developing an IoT system for
long-term value generation comprises of utilizing domain/expert knowledge of a product,
process, or system through simultaneous design of system hardware and IoT architecture. Aside
from co-design, another critical component of the suggested strategy is merging domain/expert
knowledge with a machine learning technique. This machine learning approach extracts more
information from the IoT sensor network than would otherwise be measured (Bradley et al.,
2017).
Cloud based technologies: Many architectural firms in Bangladesh are exploring the use
of cloud-based technology to support their products and services. In other words, the Bangladesh
foundation serves as the cornerstone for a decision support system. In other circumstances, these
services are designed to be proactive, with predictive models and analytics integrated into the
decision support system. Cloud solutions may help project managers not only store enormous
volumes of data, but also make it available while keeping it safe in a remote location. This data
can later be accessible by linked devices or data analysis tools (Bradley et al., 2017).
Factors Affecting Consumer Behavior In Bangladesh
Consumer behavior is a branch which deals with the various stages a consumer goes
through before purchasing products or services for his/her use. Factors affecting consumers
buying behavior:
Psychological Factors
There are four psychological factors that affect customers buying behavior.
Motivation: Consumer purchasing behavior is influenced by their level of motivation. Maslow's
need hierarchy theory, which consists of basic needs, security requirements, social needs, esteem
needs, and self-actualization needs, does a great job of explaining it. Typically, basic needs and
security needs are more urgent than other wants, and as a result these requirements become a
driver of consumer behavior that encourages them to seek satisfaction. And to achieve
satisfaction architectural firms plays a vital role in each of their projects (―What….behavior‖,
2016).
Perception: The way a buyer feels about a specific brand and product affects his/her choice to
purchase it. The process by which a person chooses, arranges, and interprets the data in order to
reach a meaningful conclusion is known as perception (―What….behavior‖, 2016).
Learning: The abilities, information, and intention of the individual all influence their learning.
While knowledge and intention are gained via experience, skills are developed through practice.
Architectural firms should prepare themselves with as much as information possible so that the
clients can cross check to them whenever they want to (―What….behavior‖, 2016).
Attitude & beliefs: People have particular attitudes and opinions toward items, which they base
their purchasing decisions on. These attitudes and beliefs represent the propensity to react to a
certain product in a certain way, and they constitute the brand image that affects a customer’s
purchasing decisions. It’s one of the big factors for architectural firms (―What….behavior‖,
2016).
Cultural Factors
Cultural factors comprise of set of values and ideologies of a particular community or
group of individuals. It is the culture of an individual which decides the way he/she behaves. In
simpler words, culture is nothing but values of an individual. What an individual learns from his
parents and relatives as a child becomes his culture. Each culture further comprises of various
subcultures such as religion, age, geographical location, gender (male/female), status etc
(―What….behavior‖, 2016).
Religion: For an architectural firm, religion plays a vital role to trigger customer’s buying
behavior. Mostly the Hindu community seems to seek perfection more than other religion in this
case (―What….behavior‖, 2016).
Social Status: Social status of a society is important because the upper class tends to spend more
and have luxurious property. Middle class tend to spend thinking the value for money
(―What….behavior‖, 2016).
Gender: Males are perceived to be strong and tough who look good just the way they are and
tend to think less about design. On the other hand, female buyers tend to spend more time and
thus gender directs consumer behavior (―What….behavior‖, 2016).
Education: In today’s context, education is the thing that has changed the perception in every
field and education plays a key role in shaping consumers buying behavior (―What….behavior‖,
2016).
Income
Income gained regularly for employment or via investments is referred to as income. It is
the total of all income sources, including wages, salaries, profits, rent, and other types of income.
Spending and income have a positive link. In a system of different status classes, a person's place
in society is referred to as their social class. Although the idea of social class is not new—it has
existed for a very long time—the application of the theory to consumer behavior is. A person's
buying habits can be influenced by their income. Consumers with higher incomes have more
purchasing power. The consumer has more opportunities to spend on opulent goods when they
have more disposable cash. Contrarily, low- or middle-income consumers spend the majority of
their income on necessities like food and clothing. While income contributes to the definition of
social class, occupation is the main factor. Customers from the same social class have certain
similarities in their buying habits. The consumer's income level influences their choice of
whether to spend a particular amount on pleasures or choose to save that amount. People with
higher income levels typically spend more money since they consume more and need more
pleasures as their income rises. Architectural firms are open for all kinds of social classes in
theory but in real it is only accessible for medium to high social class people only, where high
class customers are the regular ones (―What….behavior‖, 2016).

Proposed Low Cost Marketing Strategy
A low-cost marketing strategy is a process for startups to apply marketing strategies that
have a little financial impact on their budget. This allows the company to channel its funds on
other significant business areas while still generating leads and building its brand awareness.
Since, our client’s architectural firm is a new in the market, so the firm will not have an
abundance of money to invest heavily for advertisement. Moreover direct marketing is
prohibited by IAB (Institute of Architects Bangladesh). So we will recommend Corporate Social
Responsibility (CSR) as the low-cost marketing strategy for our client’s new architectural firm.
The concept of corporate social responsibility (CSR) holds that businesses should examine how
its actions may affect the environment and society. It is strongly related to sustainability, which
is the process of generating benefits for the economy, society, and environment, as well as to
ESG, or environmental, social, and governance. All three concentrate on non-financial aspects
that businesses, big and small, should take into account when making choices (―Why….CSR‖,
n.d.).
The office of our client is located in Banani, Dhaka. So as a part of its CSR strategy for
the first seven days of July every year the firm will provide plastic dumping space/dustbins in
front of hotels and restaurants in Banani to show its support with ―International Plastic Bag Free
Day‖ which is celebrated on 3rd July every year. The dustbins will be made of thick and hard
cardboard which is heavily used by architectural firm as a raw material for their architectural
models. This will be wrapped with PLA Polyester to prevent damage and on top of that the firm
will use its logo. One of the first renewable polymers to compete with conventional polymers in
terms of performance and environmental effect is PLA, which is 100 percent biodegradable and
bio sourced. PLA might very easily reunite plastic with the environment because it produces
three times fewer CO2 emissions and is already available on the market. It decomposes within 47
to 90 days. Moreover PLA is also quite cheaper and more readily available (―What…..know‖,
n.d.).
We know educated middle and upper middle-class people from different areas of Dhaka
come to the hotels and restaurants located in Banani regularly for meetings, business purposes,
and hang outs who are basically the target customers of the architectural firm. Also, Banani is
one of the most important areas of Dhaka, so many people pass through here constantly. They
will get to know about the name of our client’s firm by looking at those colorful eco-friendly
dustbins as it is totally a new architectural firm in the market. People will think that it is an eco-
friendly company and it prioritizes the protection of the environment and social well-being for its
stakeholders. The firm will also be able to promote its nature of work through this strategy. The
architectural firm provides solutions those are eco-friendly, sturdy and artistic while remaining
within the budget. Our proposed strategy of creating a plastic dumping space in key places of
Banani is eco-friendly, sturdy, decent to look at and puts almost no pressure on our client’s
pocket. This way enough awareness about plastic pollution can be done alongside the promotion
of our client’s architectural firm as well. Through this, the architectural firm can put positive
light on its name and increase acquaintances along with creating awareness among people and on
the other hand our environment will also be benefitted to some extent at a very low cost.
Proposed Sample of Printed Advertisement

Conclusion
From our detailed analysis of the architecture industry of Bangladesh we can conclude
that this industry is going through a rough time but still there is prospect of future and growth
and development. In Bangladesh, the previous two decades have seen an intensive clash of
architectural concepts. Earlier attitudes in architecture toward orthodox modernism or
regionalism have scattered into a more complex landscape of aesthetic abstraction. Managing a
team in an architectural firm has particular challenges that are not general as other firms on
different sectors. Consumers are getting more conscious regarding the importance of building
smart and economical and green infrastructures in order to make Dhaka a somewhat livable city.
Though architectural sector has a great potential in Bangladesh as like textile industry and the
government is taking initiatives but it is not enough. Bangladesh is a densely packed country that
requires numerous smart, sustainable, creative, and ecofriendly living options for our citizens.
Poor design decisions and a lack of building understanding result in a complete waste of money,
time, and important resources. As a result, it implies the possibility of a competitive working
environment. This industry is for creative people who can actually adapt to the current needs of
all the related stakeholders while looking for environment friendly ways which is a necessity
under current circumstances. This will hopefully make this beautiful city of ours livable once
again.
Reference
Akther, F. (2021, January 9). Green buildings gain momentum in Bangladesh, now it’s time for a
proper regulation. The Business Standard. Retrieved October 21, 2022, from
https://www.tbsnews.net/thoughts/green-buildings-gain-momentum-bangladesh-now-its-
time-proper-regulation-182833.
Abidi, M. Z. & Irshad, Q. (2020). Impact of Covid-19 on Architecture Profession [PDF file].
Retrieved October 21, 2022, from
https://www.researchgate.net/publication/347653395_Impact_of_Covid-
19_on_Architecture_ProfessionBangladesh mortgage credit interest rate, percent, June,
2022 - data, Chart. TheGlobalEconomy.com. (n.d.). Retrieved October 21, 2022, from
https://www.theglobaleconomy.com/Bangladesh/mortgage_interest_rate/
Bradley, R., Jawahir, I., Murrell, N., & Whitney, J. (2017). Parallel Design of a Product and
Internet of Things (IoT) Architecture to Minimize the Cost of Utilizing Big Data (BD) for
Sustainable Value Creation. Procedia CIRP, 61, 58–62. Retrieved November 12, 2022,
from
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C88AFC12334174C042BFF9D077EDBA84907FC2F4DB428A8637234B6AB3649F62
09A7097D053BAC6048&originRegion=eu-west-1&originCreation=20221218130937
Das, S., Rahman, M. A., & Hossain, M. S. (2021). Change in adaptability of Residential
Architecture: Spatial Analysis on traditional and contemporary houses of Bangladesh.
Journal of Architectural Environment & Structural Engineering Research, 4(4), 31–
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Himchori residence / river & rain. ArchDaily. (2017, December 30). Retrieved October 21,
2022, from https://www.archdaily.com/930997/himchori-residence-river-and-rain
Mansur, M., Mahmood, I., & Hasan, H. (2020, April 15). All you need to know about
architecture in Bangladesh. Bproperty. Retrieved October 21, 2022, from
https://www.bproperty.com/blog/know-architecture-bangladesh-bproperty/
Morshed, A. Z. (2018). Does architecture define a ―new‖ Bangladesh? The Daily Star. Retrieved
December 14, 2022, from https://www.thedailystar.net/supplements/rethinking-urban-
spaces/does-architecture-define-new-bangladesh-1538080
Ragheb, A., El-Shimy, H., & Ragheb, G. (2016). Green Architecture: A concept of
Sustainability. Procedia - Social and Behavioral Sciences, 216, 778–787.
https://doi.org/10.1016/j.sbspro.2015.12.075
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way-go-1754080
Tax rate in Bangladesh in 2023: Actionable way of dealing with taxes and recent reductions.
(2022). Retrieved December 17, 2022, from https://tahmidurrahman.com/tax-rate-in-
bangladesh/#Reduction_of_the_companys_tax_rates
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http://www.digitalsurveybd.com/?page=topological-survey
WHAT ARE THE CHALLENGES AND TRENDS IN THE CURRENT REAL ESTATE SECTOR
OF BANGLADESH? (2018, December 11). [web log]. Retrieved October 21, 2022, from
https://btibd.com/real-estate-industry/challenges-trends-current-real-estate-sector-
bangladesh-read-bti-blog-find/.
What is Corporate Social Responsibility (CSR)?(n.d.) bdc. Retrieved December 14, 2022, from
https://www.bdc.ca/en/articles-tools/entrepreneur-toolkit/templates-business-
guides/glossary/corporate-social-responsibility
What is PLA? (Everything You Need To Know). (n.d.) TWI Global. Retrieved December 14,
2022, from https://www.twi-global.com/technical-knowledge/faqs/what-is-
pla#:~:text=PLA%20is%20a%20type%20of,into%20polylactic%20acid%2C%20or%20P
LA.
What are the psychological factors influencing consumer behavior? (2016). Retrieved December
15, 2022, from https://businessjargons.com/psychological-factors-influencing-consumer-
behavior.html?fbclid=IwAR1mOU-EgzOyL8ptsfd3SSyGZrVuPw-4b2i07-V-
POBaWLoTeGDmHz7PZx8
Appendix
List of Architectural Firms Located at Banani
1. VOLUMEZERO Limited
2. DHAKA DESIGNER
3. Domus Architects
4. Cubeinside Design Limited
5. CREATO – Design Research Lab
6. FORM 3
7. River and Rain Ltd.
8. Group of Architects and Thinkers (GOAAT)
9. SILT
10. EK NIRJHAR
11. Archtree Architectural Stadio
12. Synthesis Architeets Ltd.
13. Nayreet Architects
14. Inspace Atelier
15. Charata Plus Architecture and Interior Ltd
16. Vistaara Architect Private Ltd.
17. Design Stadio & Engineering
18. A.K. Traders Ltd.
19. Zeal Associates Ltd.
20. Asko Interior
21. Deco Wood

22. Soleil Blind (B.K) Ltd.
23. Fashion Syndicate
24. Nandar Architects Ltd.

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Running Head: A ZERO-LOW COST COMMUNICATION PLAN

BUSINESS COMMUNICATION FINAL PROJECT

A ZERO- LOW COST COMMUNICATION PLAN FOR AN ARCHITECTURAL FIRM

North South University

Course Name: Business Communication

Course Code: Bus 251

Session: Fall 2022

Sourav Sandar 1922021630

Lamia Jahan 1711193630

Tofajjal Hossain Imran 1921618630

Fariha Faiza 2012437630

Mohammed Monjurur Quadir Nafees 2012970630

Kazi Abidur Rahman 1921808030

Hamida Mosharraf Moniea (Hmm1)

us her constant support and help to complete this project.

immensely in understanding the architecture industry of Bangladesh based on which we have

Overview of The Business .............................................................................................................. 3

Company Name ........................................................................................................................... 3

Company Location ...................................................................................................................... 3

Company History ........................................................................................................................ 3

Mission And Vision .................................................................................................................... 6

Market Segmentation .................................................................................................................. 6

Analysis of Business Environment ................................................................................................. 8

Stakeholder Analysis ................................................................................................................... 8

Key Suppliers and Investors .................................................................................................... 8

Key Market Players ................................................................................................................. 9

Porter’s Five Forces of Industry Analysis ............................................................................. 12

PESTLE Analysis .................................................................................................................. 15

Challenges And Opportunities............................................................................................... 17

Current Trends ....................................................................................................................... 21

Factors Affecting Consumer Behavior In Bangladesh ................................................................. 25

Psychological Factors ................................................................................................................ 25

Cultural Factors ......................................................................................................................... 26

Proposed Low Cost Marketing Strategy ....................................................................................... 28

Proposed Sample of Printed Advertisement ................................................................................. 30

religious, and foreign communities. Bangladesh's architecture has a significant influence on

architectural artifacts in Bangladesh.

as a brand through a low cost marketing strategy.

startup and researchers.

interest rate, Green Architecture, Collaboration with the government.

ensure good performance of the firms.

Overview of The Business

which is both original and hopefully eye-catching to the firm’s

The architectural firm is located at a prime location of

The current market requires a multi-disciplinary architectural firm which understands

emphasis on participation and consultation is essential in the workplace. ―Shwapno Shikhor

require first-hand experience on how an architectural firm in Bangladesh operates in order to be

per as the client’s preference.

remain within the given parameters of the client’s budget.

Mission And Vision

create settings to inspire how we live, work and play‖.

Company Tagline: ―We listen and deliver‖

These are mentioned below.

Demographic: Any gender and race.

productivity of its occupants.

Socioeconomic: Educated middle to upper-class people.

and skilled workforce.

market shares as possible.