Jamuna Future Park is the largest shopping mall in South East Asia
EXECUTIVE SUMMARY
Jamuna Future Park is the largest shopping mall in South East Asia which has been built on a grand scale of 33 acres of land adjacent to Baridhara Progoti Sharani, Dhaka. In keeping with the idea of offering great value in the retail environment to its consumers, Jamuna Builders Ltd. has established Jamuna Future Park, Asia’s largest lifestyle shopping and entertainment complex in Bangladesh. Recognizing the substantial gap that exists for value-driven shopping malls, Jamuna Builders Ltd. has developed international standard shopping mall with a view to offering its consumers trendy, stylish, brand driven, safe and comfortable shopping at an extremely attractive and affordable price.
In Bangladesh, lot of shopping malls exists nowadays and it is a challenge for JFP to come up with something which would be better than the other shopping malls in the country. The mall has to be different from the other shopping malls so that people can clearly see its uniqueness and differentiate it from the others and hence make visits to it. The content of this report is based on two parts. In the organizational part, a brief overview of Jamuna Future Park along with its different features which it would be providing to its customers is given. The other part of the report consists of the analysis which has been done in order to find out the future prospect of Jamuna Future Park in Bangladesh. How the people of the country looks at such a huge thing ad what do they think of it has all been analyzed which would help us to get a clear picture of peoples’ attitude and expectation towards the shopping mall. Based on the results, some suggestions would be given which would help JFP to satisfy the people of the country more deeply.
Historical Background of Jamuna Group
In the year 1974, the group started its long journey and in 1975, the first flagship enterprise of the Group, Jamuna Electric Manufacturing Co. Ltd. started operation. It pioneered the manufacturing of electrical accessories and fittings in Bangladesh. It is also producing PVC-compound and pipes.
In the year 1980, Jamuna stepped into domestic production of high and low voltage cabbies and conductors though the inception of Jamuna Cables & rubber Industries. Jamuna Electric & Engineering Industries Ltd. was established to produce ceiling fans, exhaust fans and ballasts.
In 1988, Jamuna Distillery Ltd. was launched for preparation of industrial and pharma alcohol, thereby making the Group’s entry into the chemical sector of the country. Presently, Jamuna Distillery Ltd. claims wide expertise in the chemical sector. And in 1992, the Group entered into the footwear industry with Pegasus Shoes Ltd. Product line of the company includes leather shoes, sports shoes, sandals and sneakers. With a view to provide boost to the local shoe industry and meet external demand of leather, Pegasus Leather Processing Unit was set up for producing finished leathers from natural crust leathers. Jamuna Knitting & Dyeing Ltd. made its entry into the textiles sector as a Composite Unit with knit fabrics, dyeing, finishing, printing and readymade garments. Jamuna Welding Electrode Ltd. started production of arc welding electrodes.
Rubicon Advertising was launched for nationwide advertising in different media to support its own brands and to service outside organizations as well.
In 1993, the Group started its most ambitious venture in the cosmetics industry with Aromatic Cosmetics Ltd. which produces cosmetics and toiletries under the `Aromatic’ brand name. And in 1996, Establishment of Shameem Spinning Mills Ltd. for production of knit yarn opened a new frontier in the textile technology for the Group.
In 1999, the group stepped into the other business sectors of the country where Jamuna Printing & Publishing Ltd. made its entry into publication sector by publishing The Daily Jugantor. In 2000, the Group’s housing venture started with Jamuna Builders Ltd. which has already given shape to the project of building Asia’s biggest shopping and commercial complex-Jamuna Future Park, developing a large residential township-New Uttara Model Town, and a mega real estate venture-Jamuna City.
As an evolving private company that has continually grown within the competitive industry in Bangladesh, Jamuna Group possesses high values. To maintain its competitiveness in today’s globalized modern market, Jamuna introduced the best technology along with machinery and expertise in Bangladesh. Jamuna developed and expanded its enterprises of multi-dimension for diversifying its product range. In course of 34 years of operation Jamuna Group expanded into a giant dynasty of 24 large scale enterprises.
From textile to real estate, Jamuna Group has diverse business interests. Over the thirty four years of operation, the Group has ventured into electrical, engineering, chemical, leather, garments and textiles- including spinning, knitting and dyeing, cosmetics, toiletries, beverages, real estate, housing, print and electronic media sectors.
Jamuna has a strong goodwill for its products and operation in both local and global market. It is imperative to point out that Jamuna has built up a new World of textile with the best technology and machinery imported from Germany, Switzerland, USA, Japan, India, Italy etc. for producing the best quality products for the global market.
Jamuna has diversified its business from manufacturing to media industry. One of the most significant and powerful subsidiary of Jamuna Group is THE DAILY JUGANTOR, which is one of the leading newspaper of Bangladesh. The Jugantor is the rare achievement of the Group, with the motive to protect human rights and provide true and fair news to the nation. It has occupied the heart of the common people of Bangladesh by championing their grievances and upholding their democratize rights pro-people, responsible and transparent journalism is its inherent philosophy and guiding force for playing a role of the BECON STAR in the world of the print media.
Jamuna group is also involved real estate development and one of the biggest project it has undertaken is The Future Park. The project is located at Baridhara, Dhaka on 33 acres of land. The Future park is emerging as a centre of excellence for premier cluster of large scale enterprises like most lucrative and an aesthetic biggest shopping mall cum commercial complex in Asia, a modern television building (centre) a modern 500 beds Hospital, a Five Star Hotel etc in the same premises.
HRD & Corporate Governance
Jamuna Group recognizes the importance of staff as true ‘Human Resources’; valuable assets that contribute to the continuing growth of the company. By placing emphasis on personnel at every level of the business, we hope to encourage a true team spirit.
Jamuna Group’s philosophy recognizes these people as the key element of the business and we aim to be the employer of choice in our industry.
In the fast-paced world, vibrant and dynamic Corporate Governance practices are an essential ingredient to success. Jamuna believes it in the continued improvement of corporate governance. This in turn has led the Company to commit considerable resources and implement internationally accepted Corporate Standards in its day-to-day operations.
Being a group, the Board of Directors of the company have a pivotal role to play in meeting all stakeholders’ interests. The Board of Directors and the Management Team of Jamuna are committed to maintaining effective Corporate Governance through a culture of accountability, transparency, well-understood policies and procedures. The Board of Directors and the Management Team also persevere to maintain compliance of all laws of Bangladesh and all internally documented regulations, policies and procedures.
Jamuna Group is a truly transparent company that operates at the highest levels of integrity and accountability on a global standard.
Corporate Purpose
Their corporate purpose is to discover develop and successfully market innovative products and make those available to the masses and to enhance the quality of everyday life of people. Moreover, they want to create and successfully commercialize leading services and communication tools to create new business opportunities and expand the means for people to utilize these services for the betterment of their future.
The company also wants to provide a broad portfolio of innovative, effective solutions that reach to the distant boundaries of Bangladesh.
Mission & Vision
Vision:
To view business as a means to the material and social well being of the investors, employees at large leading to accretion of wealth through financial and moral gains as a part of the process of development of civilization.
Mission:
To produce and provide quality services and innovative products for people, maintain ethical standard in business operation, also ensuring benefit to the stakeholders and peoples of Bangladesh.
Objective:
To accomplish our vision and mission we are constantly parsing for improving socio-economic life of our people.
Goal
- Apply more sustainable practices in our operation; and
- Educate its employees and customers about how they can make a difference.
Nation building activities
Jamuna participate in our nation building activities. They have a big contribution towards the national exchequer in the form of taxes and by generating employment opportunities for huge number of unemployed work forces. Jamuna Group is one of the biggest employers.
Obeying the Law
All Jamuna Group employees are required to comply with the laws and regulations of the countries in which they operate.
Employees
Jamuna Group is committed to diversify in a working environment where there is mutual trust and respect and where everyone feels responsible for the performance and reputation of their company. They will recruit, employ and promote employees on the sole basis of the qualification and abilities needed for the work to be performed. They are committed to safe and healthy working conditions for all employees.
Candor, trust and integrity are fundamental Jamuna Group’s values, which must be respected by the employees. Employees should also be familiar with good business practices relevant to their jobs and should implement them conscientiously. Employees shall use good judgment and common sense in all situations when the requirements of the law or of good business practices appear unclear. Employees should seek advice and direction from their supervisors in such situations.
Each employee is entitled to fair, courteous and respectful treatment by his or her supervisors, subordinates and peers. The Group does not tolerate discrimination or harassment based on race, religion, creed, national origin, sex, disability, age or any other relevant category. The corporate cultures goal is to develop and strengthen programs to ensure fair living wage, diversity and adequate dialogue with all employees.
Focus On Quality
One of the major strengths of Jamuna Group has been its quality on whatever products or services, they come up with. For the last 20 years, they have been able to carry out their work in Bangladesh just because of god quality of their products and if the quality was not good, then it would have been difficult for the group t sustain in this market.
As part of this process, Jamuna Group has gone through a transformation in terms of:
· R& D expansion
· Capacity building
· New technology
· Value-added services
Improved products and services
If companies don’t improve the quality of their products of services, it would not be possible for them to sustain in the market regardless of the size of the company and its financial stability. Jamuna Group has mainly focused on product and service improvements, in order to both retain existing customers through increased satisfaction and encourage new ones to opt for its improved products and services. With so much of offerings under its belt, the group has geared itself in the right direction to define new levels of excellence in the industry.
Community Involvement
Jamuna Group’s commitment to social responsibility form an integral part of the company’s philosophy. By using their business model, the group believes that they can make a difference in the world, strengthen community ties and provide associates with meaningful opportunities to “give something back.”
Environment: We Care
At Jamuna, sustainability means managing business in a way that balances environmental, social and economic impacts. This psychology is built on the companys commitment to ensure its operations remain sustainable in the longer-term. Jamuna is environment friendly. They are very much careful about our environment so that water and flora fauna around us are not adversely affected.
Jamuna Group is committed to make continuous improvements in the management of their environmental impact and to develop a sustainable business in the long run. In their Policy of being environment friendly, it serves as the basis for decisions and actions on all levels of the group throughout Bangladesh, build the foundation of the company.
The policy articulates company’s core values regarding social and environmental concerns and its commitment to upholding them. In addition, it is consistent with the group’s core values and is based on the fundamental rights of every individual, such as the protection of privacy, freedom of opinion and expression, freedom of association, nondiscrimination, and the right to be heard.
Competition
Jamuna believes in vigorous yet fair competition and supports the developments of appropriate competition laws. They conduct their operations in accordance with the principals of fair competition and all applicable regulations. According to their belief, they would strengthen programs to ensure fair living wage, diversity and adequate dialogue with all employees as Ill as competitors.
Business Integrity
Jamuna Group strive to ensure that their business surrounding understand the standards and wherever possible, act accordingly in all areas of concern.
- All employees and partners are expected to follow the law and adhere to high ethical standards.
- Business transactions must be conducted with the best interests of the group in mind.
- Business entertainment and business gifts to government officials, if permitted, must be in compliance with Jamuna’s general business expense policy and with the rules and regulations of the government agency.
- Compliance with the law is an absolute requirement for the group and its employees.
- All agreements between competitors aimed at coordinating market behavior are prohibited. This includes:
· Price-fixing agreements
· Sales agreements restricting the type of products that may be offered.
· Agreements on the allocation of territory, classes of customers or production quotas.
· Agreements to apply a boycott.
Conflicts of Interest
All the employees are expected to avoid personal activities and financial interest, which could conflict with their responsibilities to the company. No employee shall make any payment or kickback or offer improper financial advantage to an official of a government or a government-controlled entity for the purpose of obtaining business or other services. According to the Convention on Combating Bribery of Foreign Public Officials each employee is entitled to fair, courteous and respectful treatment by his or her supervisors, subordinates and peers.
Some of the companies under the Jamuna Group Flagship
Description of some of the Jamuna Group Flagship
The Daily Jugantor
The Daily Jugantor is a popular daily national newspaper. The newspaper is printed and published by Jamuna Printing and Publishing Ltd. established in 1999. Presently, the administrative operations are looked after by Jamuna Media Ltd. set up in 2002.
Within a few months of its publication, the newspaper gained tremendous popularity. It quickly reached the top position in terms of circulation and availability. The newspaper is run by a team of highly motivated professionals with years of experience in journalism and the print media. Popularity of daily Jugantor can be attributed to its brave, fair and neutral reporting of news and events and meaningful and constructive editorials. With its distinctive approach, the newspaper has been able to satisfy reader’s expectation and its circulation figure
Jamuna Television
The Govt. of Bangladesh has extended the media entertainment up to the private sectors of the country. Being inspired by this Free Sky culture, Jamuna Group of Industries in the business as well as cultural ventures, is presently working to establish a TV-Channel both in Satellite network country wide.
On February 05,2002 Jamuna Group obtained the license from the Govt. to establish and operate a TV-Channel titled Jamuna Television Ltd. (JTV). True to its spirit of entrepreneurial leadership, Jamuna Television Ltd. is being structured with state of the art digital broadcast system.
The channel will be equipped with the latest digital broadcast hardware and software sourced from leading broadcast manufacturers of USA, Japan, France, etc. The Channel will be aimed at modest infotainment (information + entertainment) for the public with neutral policy.
Construction of the building has already been completed at the Jamuna Future Park. This modern building will house the earth station. broadcast equipment, editing panels, studio, logistic and administrative sections, marking it a totally self sufficient television network of the country.
The vision of Jamuna Television is to become the Number 1 television network of the country and to have the largest transmission footprint outside the country.
Jamuna Distillery Ltd.
Jamuna Distillery Ltd. was established in technical collaboration with the China National chemical Construction Corporation (CNCCC) of China. The plant is considered to be the largest of its kind in Bangladesh. It started operation to produce industrial and pharmaceutical alcohol of international standard. Its effluent treatment plant was set up to bring down the BOD and COD levels of water and waste water. Thus, the plant operates within the standard limit of Environmental Pollution Control. The plant also produces biogas which in turn is used as fuel for its boiler unit. It thus, contributes in saving huge quantity of energy resource of the country. The factory has a capacity to expand its operation further in future.
Jamuna Welding Electrode Ltd.
The factory of Jamuna Welding Electrode Ltd. was established with the technical assistance of Shanghai Welding Electrodes Corporation of china. The factory has been rolling out Ferro and Marine type Welding Electrodes since 1992.
Crown Beverage
Crown Beverage Ltd. has made its entry into the soft drinks and beverage sector of the country in 2004. The factory has been established with top of the line machinery sourced from Germany and China. Incorporating modern production processes, Crown Beverage Ltd. has a vision to capture a substantial portion of the soft drinks market in Bangladesh by offering consumers a whole range of choice in beverage products.
Jamuna Knitting & Dyeing Ltd
Jamuna Knitting & Dyeing Ltd. is one of the largest composite textile mills in Bangladesh for knitting, dyeing, finishing, printing, embroidery & manufacturing of Hosiery and Knit wears. The factory exports its products mainly to USA and UK.
Shameem Spinning Mills Ltd.
Shameem Spinning Mills Ltd. is one of the largest enterprises of Jamuna Group. It is fully auto-coned and auto-spliced with most modern machineries and supported by the best laboratory facilities and advanced testing equipment to ensure highest standard of quality. It has 50,000 spindles. Production capacity is 24,000 kg/day . One of the major products are cotton yarn, blended yarn, melange yarn etc.
Jamuna Denims Ltd.
| Jamuna Denims Ltd. Is another concern of Jamuna Group. It was eastalished in the year 2006 in Konabari of Gazipur. It is a readymade garnets industry with production capacity of 30,000 pieces RMG per day. It allows employment of 1800 employees. |
Jamuna City
Description of Various Departments
Jamuna Group has a tall departmental structure. This structure has been done for the convenience of operation of this part of region; especially for a developing country where mass production and operational activities have not gone as far as developing nations.
Broadly Jamuna Group operates by dint of various departments.
These departments are:
· Human Resource Department
· Finance & Accounting Department
· IT or Information Technology Department
· Distribution Department
· Health and Safety Department
· Sales Department
· Business Planning & Strategy Department
Human Resource Department
Jamuna Group employs more than around 25000 people around the country. As a primarily manufacturing based organization and product innovation-focused company, success depends on the creativity and performance of its associates at all levels. Jamuna therefore, assign people to challenging tasks and provide them with opportunities for growth and development. The role of Human Resources is to partner with the business leadership to support the achievement of strategic objectives through deployment of sustainable and practical HR processes and tools.
These are designed to secure the best talent with the best capabilities, thus achieving highest standards in a positive and productive workplace environment. The company regularly surveys their associates. Their satisfaction and performance is the key to the group’s success.
Information Technology Department
Information Technology department has currently been introduced in the organization. It is very important for the company to run its daily business. The staff and employees of the department work day and night to keep the system working. Without IT department it would be difficult for the organization to go forward and in the long run, this department would become the chief department of the company.
This department has a Manager Information Technology, who looks after the entire working schedule of the department and is responsible for computerization and quantitative business analysis.
This department is also responsible for data base management tasks. It also develops customize software, maintains the payroll register of the head office & factory and also stores with various information of the own organization and other institutions.
Distribution Department
Distribution Department does all the distribution and networking of the products produced by Jamuna Group. This department keeps liaison with the customers, distributors, retailers, end users, whole sellers, shopkeepers and retailers in various districts through various districts of Bangladesh.
The distribution channel of the group is extended to all districts of the country having Regional distribution managers in respective districts. They have large distribution channel and they do not follow push or pull strategy for the marketing of the products.
Sales Department
Sales team is consisted of regional and district manager. All of sale team and executives fall under the “Sales Distribution Division”. Every employee under the sales team goes through extensive training on Jamuna Group’s supply/distribution chain and is given a sale target to accomplish each quarter. The sales department’s job is to ensure the company’s sales target and goals are met.
Marketing Services Department
This is another important body of Jamuna Group, which organizes all the events, seminars, scientific symposium and all sorts of meets and workshops for the company. This very department also takes part in the decision-making along with the division management team and marketing management team.
They keep track of all the expenses on a variety of staffs, elements and miscellaneous expenses carried out by the company. They have to keep continuous connection with all the existing departments of Jamuna Group to ensure cohesive execution of different marketing activities.
Finance & Accounting Department
The most important, efficient and strong department among all in Jamuna Group is the Finance department. The major strength of this department is on meeting the deadline and implementing the due job on time. They count every single moment of their working hours in the office. The finance department is responsible for all of the group’s employee payment and handling its business expense portfolio.
For the smooth operation of the organization Finance Department play a very strong role. The purpose of Finance is they want to contribute to long term, sustainable and competitive growth in the value of the group. The Aspiration is to be the first-choice, respected financial partner of their top management team and our shareholders and their agents, by ensuring
- Optimal resource allocation
- Optimal fund raising
- Proactive management of risk-benefit
- Reliable and transparent financial reporting
- High level of integrity and professionalism
| Jamuna Group Organogram |
Company Analysis of Jamuna Group.
In doing a company analysis, especially for such a huge group like Jamuna Group, it is necessary to consider few factors before going into an in-depth study.
Two basic conditions determine a company’s profit rate and it’s level of competitive advantage.
· Firstly, is the amount of value customers place on the company’s goods or services?
· Secondly, the company’s emphasis on delivering better services.
In these cases usually the price charged by the company is usually less than the value added to it.
This kind of situation takes place due to Consumer Surplus. In case of Jamuna Group, see that it naturally meets major parts of the consumer demand in Bangladesh. Since it has retained high consumer responsiveness for its product quality and innovation; therefore in meeting the first condition, Jamuna Group has been able to achieve a competitive advantage in the market.
But a slightly different scenario can be observed in case of its cost of services. Even though Jamuna Group charges a premium price compared to other competitors, its quality and brand image as a whole have given it a competitive advantage that no other can match easily. Jamuna Group being a local organization has to follow many government rules and regulations; which rules are quite relaxed for fully owned local companies. For implementation of new technologies, the group must seek approval of the government and at times engage in extensive lobbying to put forward its interest.
Key Challenges
- Acquire higher market growth in rural areas of Bangladesh
- Continuous product and service innovation to stay competitive
- Garner e-commerce facilities to provide wider variety of services and help development
- Overcome any legal issues as imposed by Government.
- To ensure that people of Bangladesh continues to benefit through its products and services.
Problems Faced by Jamuna Group
- For achieving higher market penetration Jamuna Group needs to develop low cost structures so that the poorer segment of society can consume its products and services at affordable prices.
- Due to complex Government regulations and rules are imposed, products and service innovation and implementation is hampered.
- Since Jamuna Group emphasizes on highest quality of its product and services it cannot achieve cost leadership.
- Poor interconnection with the Government.
Strategies followed by Jamuna Group
Functional Level Strategy
Jamuna Group follows different functional level strategies to gain competitive advantage and to sustain in the long run in the matured industry.
· They increase their efficiency through exploiting economies of scale and learning effects. Using the learning effect and high tech equipment the group has taken themselves to another limit beyond the touch of competitors. Their continuous learning and minimal defects has taken themselves to the next level in the industry.
· They adopt flexible service technologies, upgrade the skills of employees through effective training and research and development function to provide a quality product. As a result Jamuna possess a high credibility in the market and a very loyal customer group.
- Jamuna’s success did not pull in overnight, the continuous learning process, just in time management, the sincerity, integrity and eternal talent of the employees has made them a renowned group in Bangladesh.
Business Level Strategy
Jamuna Group’s strategic managers adopt different business level strategies to use the company’s resources and distinctive competencies to gain competitive advantage over its rivals. These are discussed below:
- Jamuna Group has achieved Economies of Scale in its production and use Learning Curve & Experience Curve to have the proper utilization of its resources and human resources.
- Jamuna has done market segmentation for its primary customer groups. By product proliferation they reduce the threat of entry and expand the range of products they make to fill a wide variety of niches.
Corporate Level Strategy imam
Jamuna Group has carried out the following corporate level strategies:
· They involve in both short and long term contracts and competitive bidding for the supply of their premium technology and infrastructural support.
· They have solid client base. The group has successfully proved how to grab new customers and how to retain old customers. As a result they have successfully created a solid client base who is never a brand defector.
· Other than that Jamuna Group always practices in-house and overseas training to continuously innovate and improve their services to match the needs of their valued customers.
SWOT Analysis
This analysis will give a picture of the competitiveness of Jamuna Group in comparison to that of its competitors.
Strengths
· Experience of doing business in Bangladesh
· Modern Technology and know-how
· Most participative group in nation build activities
· Highest quality in its products and services
· Financial backup
· Availability of resources
· A widely recognized company with an attractive customer base
· A proven track record in defect-free product and service
· Expertise in providing consistently good customer service
· Skills in producing innovative products
· Job flexibility for employees thus company has a group of loyal employees.
· Very attractive remuneration package as well as fringe benefits for employees
· State-of-the-art plant and security measures
· An experienced and capable workforce
· Highly Experienced and efficient employees in key areas
· Motivated employees
· Accentuated and proven managerial expertise
· Long term collective learning and know-how
· A strong balance sheet
· Brand Image
· A positive work climate and organization culture
Weaknesses
Jamuna Group has weaknesses in the following competitive field. These weaknesses are reducing the competitiveness in the battle with the competitors:
· Complicated high pricing structure
· Do not have cutting edge in cost leadership
· Lack of synergy among departments
· Poor interconnection with Government
Opportunities
· Serving additional customer group in the existing geographical market.
· Expansion of the business in other industrial sectors
· Undertake diplomatic steps to strengthen relations with the Government for future benefits.
· Expanding the company’s value-added services to meet a broader range of customer needs
· Further enhancing and develop company’s e-commerce services
Threats
As there are two sides of a coin, there are opportunities as well as threats. These threats can hinder the well being of the company. They are as follows:
· Entry of the new competitors
· Insufficient resources in the country such as Gas
· Unstable political environment
· Lack of efficient infrastructure
· Government intervention in price.
· Growing bargaining power of technology suppliers( Siemens)
· Adverse shift in foreign exchange rate
Quality Process
Jamuna Group is committed to ensure better life through quality products.
Jamuna Quality Policy
Ensure strict compliance with international standards and local regulatory norms in every phase of sourcing and procuring quality materials. Manufacturing with quality assurance of its products.
Jamuna Group is committed to undertake appropriate review, evolution and performance measurement of processes, business activities and quality management system for continuous improvement to ensure high satisfaction, developing human resources and Jamuna is dedicated to advanced technological growth.
CENTRAL RESEARCH AND DEVELOPMENT CELL (CRDC)
With Jamuna Groups steady and successful expansion into diverse business sectors, the need for product innovation and scientific production methods became inevitable. The Group was quick to respond to the need of the hour and formed the Central Research and Development Cell (CRDC). CRDC carries out research on basic engineering science, product innovation, market research, production processes, etc. CRDC maintains close relationship and professional affiliation with leading research centers and institutions of the world to support its modus operandi.
Jamuna Group believes that the road to success depends on implementing newer and improved production practices, bringing in product innovations, minimizing costs and maximizing on efficiency. Jamuna Group realizes that to become the market leader in the competitive business scenario, one needs to constantly bring in change and offer better and alternate product choice to the end users. This can only be achieved through continuous research and development. Thus, the Group attaches high importance to the activities of CRDC and focuses on expansion of the cell.
Future Expansion
Jamuna Groups constant quest for new industrial and business opportunities at home and abroad and its pursuit in diversification has always been the driving force of the Groups competitive advantage. It still carries on its journey of discovering newer frontiers of entrepreneurial leadership. It strives to conquer newer fields and newar horizons. The Group has plans to expand its area of operations further in the following, yet unexplored sectors.
- Hospital
- Paper Mill
- Fertilizer
- Jute
- Pharmaceutical
- Resort & Hotel
In spite of its successful ventures in numerous industrial and business sectors of the country, the Group does not believe in limiting its scope of business. Being one of the largest conglomerates in Bangladesh, Jamuna Group has a vision to make the country self sufficient both technologically and financially. This can only be achieved if the country can outsource all its requirements through the domestic sector lessening its dependence on foreign expertise and resources.
This farsighted approach makes Jamuna Group to explore newer horizons and serves as a guideline for its road map to Future. Like always, Jamuna Group believes in playing a pioneering role and will continue to do so in the years ahead
Industry Analysis
Trend of Markets and Shopping Malls in Dhaka City
Markets and shopping malls have always helped define a city’s character. Magnificent shopping malls and markets always attract the cities to the people of the surrounding region. Rapid development of infrastructure, availability of all civic amenities, quick access to the latest technological benefits and tremendous growth of business activity has attracted the most ambitious Bangladeshis to migrate here turning it into a bustling mega city. Shopping malls are an integral part of the urban city as they suffice the needs of the civic community. In the early days after liberation of Bangladesh, the shopping experience was so limited that its unjustified to even call it an experience. There were no malls or even the ‘concepts of malls’ were farfetched, consumers were unaware of brands. Shopping was done mostly during the festival time. At that time limited group of people who were fortunate enough to travel abroad, had some exposure to purchase branded products from shopping malls.
Second generation shopping places grew in order to meet up the changed environment and selections were also far different from what was expected by the consumers. Haphazard growth of innumerable marketplaces and shopping malls over the past decades has transformed the city into a city of shops. Unplanned, uncontrolled developments, compelling changes in land use, mostly participated by the rapid growth of population, increasing industrial and economic activities, and short supply of land have resulted in enhanced demand for planned growth of shopping malls. Eastern plaza, Rapa plaza and Rifles square may be cited as an example of such a trend.
It is very common now a days that the consumers demand easy accessibility, large shops, floor wise proper category allocation of the shop, a layout of the shopping floor which allows light, space and continuity of the shopping experience, pleasant air-conditioned shopping experience, hygiene, safety, not too many number of shops to be confused, packed mixture of amusement entertainment facilities, fixed and affordable price, sufficient parking, uninterrupted supply of electricity, consumer rewards programs, special products, special promotions, season and festival based new products, wider selection of both local and international reputed brands with high quality products and many more. Though the common people in Dhaka have not yet tasted international shopping experience, they are well informed of the current practices around the world. Easy access to internet, satellite TV, cable, travel and tourism has created a craving in the mind of the middle, upper-middle and upper class to get international shopping experience. The new phenomenon of Dhaka at present time is the boom of air-conditioned plazas, arcades and mini malls, which have so far disgracefully failed to meet the demand listed above. The vision and investment plus the infrastructure that are required to be assembled are unprecedented. Jamuna Future Park and its Effect on Retail Consumer Market in Bangladesh
Recognizing the substantial gap that exists for value driven shopping malls, Jamuna group has developed international standard shopping mall to offer consumers trendy, brand driven, safe and value for money shopping at an extremely attractive and affordable price. Here the value driven has been catered due to several lacking on other existing shopping malls in Dhaka city. Inadequate shop space, improper car parking, building management system, power and water supply, higher number of shops in one category, international brands, theme based and conceptual shopping complex ( compared to international shopping arena), consumer pull promotions and offers etc. are the major lacking.
To create an ambiance and narrowing the gap of value driven shopping malls, Jamuna Future Park will amuse the potential consumers not only with shopping delights but also with a massive entertainment package, which includes children theme park, Cineplex, swimming pool, health club, bowling alley, billiard centre, convention centre. JFP’s atriums will host weekly or monthly basis promotion activities like fashion shows, drama, puppet shows, discount sales, cooking shows, a nonstop entertainment package for the consumers.
The Jamuna Future Park will offer contemporary hospitality at extraordinary value in prime city location of Dhaka city. JFP is strategically located at the heart of Dhaka, and easy access to all areas such as International airport & Uttara, diplomatic zone of Dhaka city.
Jamuna Future Park has been built on a grand scale of 33 acres of land adjacent to Baridhara Progoti Sharani, Dhaka. In keeping with the idea of offering great value in the retail environment to its consumers, Jamuna Builders Ltd. has established Jamuna Future Park, Asia’s largest lifestyle shopping and entertainment complex in Bangladesh. Recognizing the substantial gap that exists for value-driven shopping malls, Jamuna Builders Ltd. has developed international standard shopping mall with a view to offering its consumers trendy, stylish, brand driven, safe and comfortable shopping at an extremely attractive and affordable price.
Jamuna Future Park is surrounded by some most planned residential areas of Dhaka city like Gulshan, Banani, Baridhara, Bashundhara, Nikunja and Uttara. Adjacent to this shopping mall, about eighty thousand students’ campus of most of the renowned universities like IUB, NSU etc. have been established. Some other important business and financial installations including the head office of Jamuna Group have also been established in the surrounding area. It is expected that about eighty thousand to one hundred thousand shoppers will rush to this shopping and entertainment complex to enjoy the unique features of the project. Most of the shopping complex and malls in Dhaka city lack adequate space for car parking, open space, void malls, recreational facilities – which have been thoroughly considered in the master plan and development of the project. Arrangement of uninterrupted power supply by own generated electricity, installation of central air condition system of 18500 ton capacity, 5000 car parking spaces, 5 octagon shaped atriums, 7 large void malls with sky light, 118 escalators, 26 spacious lifts, indoor and outdoor children’s theme park with capacity for 2500 children, gymnasium and health club for at a time capacity of 2000 persons, two separate swimming pool for ladies and gents, well-spacious exhibition halls, banquette halls with capacity of 500 persons, international standard Cineplex with 7 individual hall rooms, 22 lines’ bowling alley with facility of karaoke, musical and entertainment floor etc., thousands of brand shops, hundreds of food shops, food outlets and restaurants in different floors and independent food court at 5th floor supportable for dining of 2500 persons at a time, 9 level’s magnificent and grand entry in 4 sides in different levels, spacious ring road encircling total future park, total road networking and traffic control system, independent water treatment plant, live existence of different malls with facility of kiosk, lighting, strong security measures covered by both manual and CCTV camera network in the internal and external network, Automation of electro-mechanical systems from all perspectives, online branch banking and ATM booth in each floor and many other unique and distinctive features around 41,00,000 sft. Built-up area of Jamuna Future Park will definitely make this multi-purpose shopping-cum- entertainment malls a place of attraction for the shoppers, tourists and fun-loving people of the country and of the region.
Regarding monetary transaction in this shopping mall, thousands of people will spend millions of local currency by shopping and enjoying other entertainment facilities. Hundreds of shop owners will do their banking in the online branch banking available in different floors. Thousands of shoppers and visitors will enjoy ATM booth facilities available in each floors of the complex.
Jamuna Future Park will be known as the Platform for local and international Brands in Dhaka city. It is expected that this project will open a new prospective platform for the most renowned international retailers and brands to come to Bangladesh and have a larger regional presence, to explore our markets and compete directly with other international and local brands and products available in the region. Several world renowned international brands have already expressed their desire to open up their outlets in Jamuna Future Park.
Features of Jamuna Future Park
• The Jamuna Future Park (JFP) developed on a Massive scale of 33 Acres (3300 decimal) covering an area of 47000 square meters.
• Jamuna Future Park is located at the multiple intersections of Baridhara, Bashundhara, Gulshan, Banani, Nikunja, Airport and Uttara.
• A magnificent building having 2 basement floors for car parking, 7 floors (including upper basement floor) for shopping mall with multifarious amusement facilities.
• Each floor comprises of about 4,50,000 sft. containing approx 2000 shops with most dynamic and biggest hyper market chain in the upper basement.
• An architectural landscaping has been developed containing an area of approx 16 acres.
• 9 level’s magnificent and grand entry in 4 sides in different levels.
• 5 octagon shaped atriums (30 meter diameter each), 7 large void malls with sky light containing 10 Nos. of Panorama Lift will facilitate plenty of nature light into the Mall area.
• Arrangement of total 118 escalators, 26 spacious lifts and 03 pairs of Conveyor belt will ease shoppers’ movement around the complex area.
• A family entertainment centre containing Cineplex with 7 individual hall rooms.
• Indoor and outdoor children’s theme park with capacity for 2500 children.
• 22 lines’ bowling alley with facility of karaoke, musical and entertainment floor etc.
• Gymnasium and health club for at a time capacity of 2000 persons with facilities of spa and sauna.
• Well-spacious exhibition halls.
• Banquette halls with capacity of 500 persons
• Hundreds of international and local brand shops
• Hundreds of food shops, food outlets and restaurants in different floors and a massive food court and oriental restaurants for catering around 3,000 people at a time.
• A grocery hypermarket of about 50,000 sft. floor area.
• Two separate swimming pool for ladies and gents
• An International franchise hotel chain will be developed in near future for aligning Bangladesh with the international tourism arena.
• Live existence of different malls with facility of kiosk, lighting, strong security measure covered by both manual and CCTV camera network in the internal and external network.
• Online branch banking and ATM booth in each floor of Jamuna Future Park.
• Jamuna Future Park will also gratify the Dhaka city with an international chain hospital.
• Centrally Air-Conditioning system of 18500 ton capacity. HVAC-Hearting Ventilation & Air Conditioning System.
• Total road networking and traffic control system
• Ring Road has been developed around Jamuna Future Park for enhancing the vehicle movement.
• Automated car parking Toll system with the capacity of 5000 parking at a time
• Water supply from deep-tube well, independent water treatment plant and supply of purified drinking water in different floors.
• Fixed/ wireless PSTN Connection facility & Intercom.
• Broadband, wireless, Wi Fi internet Connectivity.
• Automatic Security System with CCTV, Auto Alarm, Surveillance System & Guard Patrolling System.
• Automatic Fire, Explosive and Smoke Detection & Protection System with international standard fire hydrant system
• Auto Powered Generator Plant to ensure uninterrupted Power System with a capacity of 45 Mega watts Self-Electricity Sub-Station.
• External illumination/ lighting at night.
• Lost and Found Desk
• Central mosque inside Jamuna Future Park area.
• Customer loyalty program
• Strict compliance with BNBC Code.
Other Installations in Jamuna Future Park Complex
- A Five Star Hotel
- A Multi-Purpose International Standard Hospital
- A Commercial Building
- Jamuna Television Building
- The Daily Jugantor Building
- A Central Mosque
- 45 Mega-watt Power Station Plant
Detail Location
Jamuna Future Park has been built on a grand scale of 33 acres of land adjacent to Baridhara Progoti Sharani, Dhaka.
Jamuna Future Park is surrounded by some most planned residential areas of Dhaka city like Gulshan, Banani, Niketon, Baridhara, Bashundhara, Nikunja and Uttara. Adjacent to this shopping mall, about eighty thousand students’ campus of most of the renowned universities like IUB, NSU etc. have been established. Some other important business and financial installations including the head office of Jamuna Group have also been established in the surrounding area. ZIA International Airport is just a few minutes’ drive & major Embassies & foreign offices are quarter km walking distances from this project.
Highest Return of Investment (ROI) Ensured in Jamuna Future Park
Highest Return of Investment (ROI) is ensured in investment in Jamuna Future Park because it can make sure the flow of customers because of the following criteria:
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- It is situated in a diplomatic zone.
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- The average income of the people lived in the surrounding area is high.
o The people who live here are sophisticated, fashionable, stylist, brand conscious and trendy. This mall will become the platform for all local and international brands.
o To create a shopping friendly ambiance by narrowing the gap of value driven shopping malls, JFP will amuse the potential consumers not only with shopping delights but also with a massive entertainment package, which includes children theme park, Cineplex, swimming pool, health club, bowling alley, billiard centre, convention centre which will also ensure the highest customer flow.
o Now-a-days the people prefer safe, sound and hazardless shopping and they also want to save their time, so they will come to JFP as it will provide their maximum type of demand solutions under a single roof and that will be arranged as theme based.
o All of the entertainment facilities will conform to international safety guidelines and the trained personnel will ensure the safety. JFP will be the ideal place and a weekend destination for the family.
o The return of investment will be high as this is the international scale mall.
o If any investor will not want to run his/her shop in any time then he/she can sell it at a higher price because gradually this area will become a commercial hub so the investment value will also be increased day by day.
o To make the investment secured and profitable ROI, JFP will run several programs and promotional activities to attract consumers. Those are as follows:
- It will provide Bank support for consumers.
- Series of marketing program will be running all the time for making the mall more popular. JFP’s atriums will host daily, weekly or monthly basis promotion activities like fashion shows, drama, puppet shows, discount sales, cooking shows, a nonstop entertainment package for the consumers.
- JFP is a heaven for investment due to its being a standard and state-of-the-art commercial complex with proper parking, electricity and consumer will find everything in one roof.
- As our consumers are exposing to international market, now they can compare JFP with other shopping malls at abroad.
Jamuna Future Park as a Theme Based Shopping Mall
Retail Theme:
Jamuna Future Park will be known as the Platform for local and international retail Brands in Dhaka city. This project will open a new prospective platform for the most renowned international retailers and brands to come to Bangladesh and have a larger regional presence, to explore our markets and compete directly with other international and local brands and products available in the region. A fusion of International brands, Local favorites, Traditional offerings, Street fashion and hyper market brand, all under one roof.
Dining Theme:
Food Court at 5th Floor:
Food court is the place of attraction to those who want to have the taste of life full of gaiety mirth and joviality. The sights and smells from a dozen or more mini-kitchens will surely make the shoppers hungry and tickle their nostrils to have the taste different items of foods.
Food Outlets at Level 1 to 4th Floor:
Basically, shoppers’ every craving and whim can be appeased here. People would have the choice to have meal with music and drink or a light healthy snack. They also have the option of taking out to feast on later, but the tempting aromas will make them want to break open the sensible packaging and devour the contents long before they get even close to home.
In this area people will find dozens of cafés, patisserie, bakeries and fast food outlets, as well as a canteen-style eating area. Here they can choose from ice-cream, desserts or mid afternoon (or any time) snacks with a cup of your favorite pick-me-up beverage. This is more the spot to stop by for a break between shopping for designer futons or on the way to the cinema, than a place to spend hours carving way through a meal.
Entertainment Theme:
The leisure d