201 1

A REPORT ON MARKETING RESEARCH ON REAL ESTATE SECTOR

The project contains survey on all commercial projects in Gurgaon, service apartment concept, city profile of IMT Manesar, Poters five force model, swot analysis of real estate sector etc.

SURJEET SINGH YADAV DLF HOME DEVELOPERS LTD. 7/15/2011

DECLARATION FORM

I hereby declare that the Project work entitled Marketing research on real estate sector submitted by me for the Summer Internship during the Post Graduate Program to IILM Institute for Higher Education, Gurgaon is my own original work and has not been submitted earlier either to IILM or to any other Institution for the fulfillment of the requirement for any course of study. I also declare that no chapter of this manuscript in whole or in part is lifted and incorporated in this report from any earlier / other work done by me or others.

Name of Student: SURJEET SINGH YADAV Name of Company Mentor: Mr.Parthiv Majumdar Designation: Dy Manager(Marketing) Date:15 /07/2011 Place: Gurgaon

2|Page

TABLE OF CONTENT
1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. Certificate of Supervisor Acknowledgement Preface Executive Summary Objective of the research Real estate industry review DLF company overview DLF Vision, Mission and Value Other business DLF presence in India History of DLF Logo our ethos Strategic partner of DLF Sector and company outlook CSR activities Growth of real estate sector in Tier I, Tier II, Tier III cities Industry and Competitor analysis Porters five force model PEST analysis SWOT analysis 18. Research methodology Primary research Secondary research Descriptive research design Survey 19. Major commercial project in Gurgaon Findings
3|Page

5 6 7-8 9 9-10 10-12 12-15 16 16-17 17-18 19 20 21 21 21-27 27-28 28-34

34-37

38-46

 Sample questionairs 20. Service apartment concept Why service apartment brought into beingd Facilities Pricing Advantage Major service apartment in Gurgaon with specification 21. IMT Manaser city profile Overview Population Connectivity History Transport IMT Manaser map Sector wise specification of the company IMT Manaser business environment Delhi-Mumbai Industrial corridor Educational level Peoples living standers Marital status Income group Employee strength Household income Ethnicity Annual function Sample questionairs 22. 23. 24. Learnings Suggestion Bibliography and reference 66-67 68 69 54-65 46-54

4|Page

Certificate of Supervisor

This is to certify that Mr.Surjeet Singh yadav Roll No.20102533 has completed the Marketing research project titled Marketing research on real estate sector under my supervision in partial fulfilment of the Post Graduation Diploma Management. Place-Gurgaon Date -15/07/11 Supervisor (Mentor) Parthiv Majumdar

Certificate of authentication

This is to certify that the Project report is genuinely made by Surjeet singh yadav and no plagiarism is done. The project is done on the topic under the guidance of Parthiv Majumdar and have been completed successfully.

Date-15/07/2011 Place-Gurgaon

Student:-Surjeet singh yadav PGP20102533

5|Page

Acknowledgment

I have taken efforts in this project. However, it would not have been possible without the kind support and help of many individuals and organizations. I would like to extend my sincere thanks to all of them.

First of all, I want to express my gratitude towards Ms.Meeta dash gupta, IILM Gurgaon, Haryana for giving me an opportunity to do this project. I am highly indebted Parthiv Majumdar,Dy manager (Marketing) to for their guidance and constant supervision as well as for providing necessary information regarding the project & also for their support in completing the project.

I am sincerely thankful to Mr. Neeraj Tavetia, Hr manager, DLF home Developers Pvt. Ltd. for his help to complete my project and also my external guide. I would like to express my gratitude towards my parents & member of DLF Home Developers Ltdfor their kind co-operation and encouragement which help me in completion of this project.

I would like to express my special gratitude and thanks to industry persons for giving me such attention and time.

My thanks and appreciations also go to my colleague in developing the project and people who have willingly helped me out with their abilities.

Preface
6|Page

India has experienced near-double-digit growth in the last several years and stories of the Indian economic juggernaut fill newspapers and bookstores. The commercial real estate market is no exception. The IT boom has created a huge demand for quality office space that was nonexistent a few short years ago. Several prominent Indian developers have emerged, and more and more international investors and developers are plunging into the country.

As with any local or regional market, there are many idiosyncrasies that color the business environment, and India is no exception.

Real estate sector in India is witnessing tremendous boom. Real estate industry in India is presently worth $12 billion and is growing at the rate of 30 per cent per annum. The importance of real estate sector in India can be gauged from the fact that it is the second largest employer next only to agriculture. The real estate industry has significant linkages with several other sectors of the economy and over 250 associated industries. According to a study One Rupee invested in real estate sector results in 78 paise being added to the GDP of the country.

Eighty percent share of the real estate market is garnered by residential sector and the rest is comprised of offices, shopping malls, hotels and hospitals. The sustained demand from the Information Technology (IT) sector has fuelled the growth of real estate sector. It has been estimated that the demand for IT space would be 66 million square feet over the next five years. Several multinational companies are shifting their operations to India to take advantage of the relatively low costs. With human resources being the key element in this industry, hiring people and housing them assume great importance. The need to create space for people to work and live triggers the development of other related infrastructure.

Traditionally, the government's support to housing had been centralized and directed through the State Housing Boards and development authorities. In 1970, the Government of India set up the Housing and Urban Development Corporation (HUDCO) to finance housing and urban infrastructure activities. In 2002, the government permitted 100 per cent foreign direct investment (FDI) in housing through integrated township development. However, FDI rules at the moment are quite stringent. For FDI in real estate prior approval of the Foreign Investment Promotion Board is required, which, can be rather
7|Page

tedious and there is a lock-in period for repatriation of the original capital invested for a period of three years. On the top of it the rules stipulate a minimum land holding of 100 acres. Getting 100 acres of free land in an urban area is almost impossible. Hence the permission of FDI in real estate hasn't had the desired effect.

The boom in retail industry has also spurred the growth in real estate sector. India at the moment is witnessing a spurt in extremely large retail spaces. Shopping malls with over 1 million sq ft of space have become the order of the day. As the competition in the market intensifies, builders are going out of their way to be different. Specialized malls, designer brands and multi-movie options are the order of the day. With the big players like Reliance, Big Bazaar, and Bharti entering retail market, real estate sector would be the big beneficiary.

The prospects for real estate industry in India looks buoyant. All the factors which contributed to the growth of real estate sector-high disposable incomes, sharp increase in global liquidity, selective capital account liberalization, looser credit policies, a greater availability of leverage due to financial liberalization and a consequent increase in mortgage lending and price increases-look set to continue. So these facts shows that real estate sector have a great potential of growth in india.This sector can grow by leaf and bounds if our government give special emphasis on this sector. Every Indian have a thinking in mind that he have his own home, his own space. This mentality gives me a great motivation for conducting research on the real estate sector on the behalf of DLF .I hope that this research will be useful for the company and for the people who have a desire of their dream home .

Executive Summary

As a management trainee I hereby chosen Real estate sector because it has large opportunities and gives me greater exposure not only professionally but morally also and creates better relationship and social
8|Page

network. Real estate sector is a vast sector and have huge chances of growth in Indian market as demand for investment is growing up as peoples standard of living and per capita has risen up. This sector is the second largest employer after the agriculture. Every Indian have a deep desire in his heart that he have his own roof on his head. This psychology is the real inspiration for me . My working area was gurgaon which is called as the New York of india. Gurgaon real estate market has gained more prominence due to the booming IT/ITES sectors. I have done a market research on the upcoming and existing real estate project in Gurgaon.i have collected all the necessary information like(per sq ft price, total build up area, total area, floor plan, plate size,floor size,specification,owner,contect no..etc) so that it is useful for buyer to compare that what suits best acoording to his need. I also have done survey on IMT Manaser for creating the Demographic profile because it is the upcoming real estate hub after gurgaon.It is the vibrant city which encounter with a high growth rate. It is also a noble work as real estate sector as it provides a physical working and living space for the people. Space is need for every individual and group whether in form of family, business, spouse etc. Working as a trainee I got to know the real picture behind the Real estate sector in DLF Home Developers Ltd. We understand clients need in better manner and how to fulfill their needs. DLF Home developers Ltd gave me perfect platform to understand the market as it is already renowned name in the market. DLF Home developers Ltd is one of the oldest private sector Real estate Company in India and running successfully with glory. As an organization it believes in creating standard and harmony with employees and basic importance is customer satisfaction. DLF basically believe very much in customer loyalty. They treat costumer like god .The provide them a quality product with great design and low maintenance cost. As DLF mission is To contribute significantly to building the new India and become the worlds most valuable real estate company. Approx 50+companyies like Emaar Mgf,Parshavnath,Ansal,Anant Raj,Omax,Vatika,Unitech, Vipul,Raheja Developers etc. are giving fierce competition and challenges to DLF. There is no government defined Regulatory authority in the real estate sector because it is mostly an unorganized sector but soon govt of india is coming up with a regulatory authority for protect the buyer and seller interest.

9|Page

OBJECTIVES OF THE RESEARCH

To know the Real Estate sector in Gurgaon.

To know the property market in India.

To identify competition in the market.

To know competitor pricing strategy.

To know the purchasing behavior of the customer .

To know what type of strategy should be there if company want to launch a new project.

To identify opportunities in the market.

To do planning for reducing the uncertainty in the Real estate business.

To know that what strategy should be made to attract more customer .

To identify the working culture and ethics of company.

To know competitors core principles of working.

10 | P a g e

Real estate industry review

Over the past decade, India has emerged as a leader in the global economy. It is a magnet for foreign direct investment (FDI), and has displaced Mexico as the third most preferred country for foreign investment. FDI in India is expected to increase to US$15 billion this year, triple the 2004 figure. Many foreign companies are starting or expanding operations in India. One-fifth of all Fortune 500 companies including Eli Lilly, General Electric, and Hewlett Packard have set up research and development facilities in India. The surge in foreign investment, more joint ventures between Indian and foreign companies, and the growth of Indias domestic industries have created more employment opportunities for Indias young, highly educated, professional workforce and fueled the growth of the countrys middle class.

Real estate is one of the fastest growing sectors in India. Market analysis pegs returns from realty in India at an average of 14% annually with a tremendous upsurge in commercial real estate on account of the Indian BPO boom. Lease rentals have been picking up steadily and there is a gaping demand for quality infrastructure. A significant demand is also likely to be generated as the outsourcing boom moves into the manufacturing sector. Further, the housing sector has been growing at an average of 34% annually, while the hospitality industry witnessed a growth of 10-15% last year.

Apart from the huge demand, India also scores on the construction front. A Mckinsey report reveals that the average profit from construction in India is 18%, which is double the profitability for a construction project undertaken in the US. The importance of the Real Estate sector, as an engine of the nations growth, can be gauged from the fact that it is the second largest employer next only to agriculture and its size is close to US $ 12 billion and grows at about 30% per annum. Five per cent of the countrys GDP is contributed by the housing sector. In the next three or four or five years this contribution to the GDP is expected to rise to 6%.

The Real Estate industry has significant linkages with several other sectors of the economy and over 250 associated industries. One Rupee invested in this sector results in 78 paise being added to the GDP of
11 | P a g e

the State. A unit increase in expenditure in this sector has a multiplier effect and the capacity to generate income as high as five times. If the economy grows at the rate of 10% the housing sector has the capacity to grow at 14% and generate 3.2 million new jobs over a decade. The relaxed FDI rules implemented by India last year has invited more foreign investors and real estate sector in India is seemingly the most lucrative ground at present. Private equity players are considering big investments, banks are giving loans to builders, and financial institutions are floating real estate funds. Indian property market is immensely promising and most sought after for a wide variety of reasons.

Founders Message

12 | P a g e

13 | P a g e

Company overview
DLF Limited, is India's largest real estate company in terms of revenues, earnings, market capitalisation and developable area. It has over 60 years of track record of sustained growth, customer satisfaction, and innovation. The company has 399 msf of planned projects with 56 msf of projects under construction. DLF's primary business is development of residential, commercial and retail properties. The company has a unique business model with earnings arising from development and rentals. Its exposure across businesses, segments and geographies, mitigates any down-cycles in the market. DLF has also forayed into infrastructure, SEZ and hotel busine

Development Business
The development business of DLF includes Homes and Commercial Complexes The Homes business caters to 3 segments of the residential market - Super Luxury, Luxury and MidIncome. The product offering involves a wide range of products including condominiums, duplexes, row houses and apartments of varying sizes. DLF is credited with introducing and pioneering the revolutionary concept of developing commercial complexes in the vicinity of residential areas. DLF has successfully launched commercial complexes and is in the process of marking its presence across various locations in India. The development business at present has 302 msf of development potential with 40 msf of projects under construction.

Annuity Business
The annuity business consists of the rental businesses of offices and retail. With over six decades of excellence, DLF is a name synonymous with global standards, new generation workspaces and lifestyles. It has the distinction of developing commercial projects and IT parks that are at par with the best in the world. DLF has become a preferred name with many IT & ITES majors and
14 | P a g e

leading Indian and International corporate giants, including GE, IBM, Microsoft, Canon, Citibank, Vertex, Hewitt, Fidelity Investments, WNS, Bank of America, Cognizant, Infosys, CSC, Symantec and Sapient, among others. DLF pioneered the retail revolution in the country and brought about a paradigm shift in the industry by redefining shopping, recreation and leisure experiences with the launch of City Centre in Gurgaon in 2000. The Retail Malls business is a major thrust area for DLF. Currently, DLF is actively creating new shopping and entertainment spaces all over the country. The company has land resource of 86 msf for office and retail development, with 16 msf of projects under construction. DLF owns and operates the luxurious Aman Resorts across the world and also has an alliance with Hilton Group for development and management of hotels in India. The hotel business is currently undergoing a comprehensive review by the company as regards its future plans, commitment towards resources and the extent of scale and size that the company aspires to achieve in this segment. DLF has a development potential of 11 msf for its hotel business. DLF has a strong management team running independent businesses, though complementing each other in cases of opportunities of mixed land use. DLF's mission is to build a world-class real estate development company with the highest standards of professionalism, ethics and customer service and to thereby contribute to and benefit from the growth of the Indian economy.

Vision, Mission & Values

15 | P a g e

DLF Vision To contribute significantly to building the new India and become the worlds most valuable real estate company. DLF Mission

To build world-class real-estate concepts across six business lines with the highest standards of professionalism, ethics, quality and customer service

DLF Values

Sustained efforts to enhance customer value and quality Ethical and professional service Compliance and respect for all community, environmental and legal requirements

Other business
Wind Power Projects by DLF

DLF group is the largest owner of wind power plants in India with an installed capacity of 228.7 MW. DLF has initiated its wind power portfolio in March 2008. Currently the group owns wind farms in the states of Gujarat (150 MW), Rajasthan (34.5 MW), Tamil nadu (33MW), and Karnataka (11.2 MW). These projects reduce about 4.7 tone of CO2 emissions on annual basis. The wind power projects in the states of Gujarat and Karnataka are already registered for carbon credits at UNFCCC and generating over 3 Lakh CERs (Certified Emission Reductions) annually. Project Locations 1. 150 MW wind power project in Kutch, Gujarat.
16 | P a g e

2. 11.2 MW wind power project in Gadag, Karnataka. 3. 33 MW wind power project in Osisan and Ratan Ka Baas, Rajasthan. 4. 34.5 MW wind power project in Elavanthi and Panapatti, Tamilnadu.

DLF Presence in India

The following map illustrates the locations of our developments, projects and lands across India. Dlf have a strong presence around 31 major cities in india. Now DLF also coming to tap the market in the tire I and tire II cities.DLF also want to dicersified their business thats why they are now plan to come up in the retail sector .They recently have a tie up with Mango who is a Spanish fashion brand with over 170000 showroom world-wide. Dlf also showing interest in the field of power generation sector and road infrastructure.

17 | P a g e

History of DLF
Following The DLF Group was founded in 1946. We developed some of the first residential colonies in Delhi such as Krishna Nagar in East Delhi, which was completed in 1949. Since then we have been responsible for the development of many of Delhis other well known urban colonies, including South Extension, Greater Kailash, Kailash Colony and Hauz Khas. the passage of the Delhi Development Act in 1957, the state assumed control of real estate development activities in Delhi, which resulted in restrictions on private real estate colony development. We therefore

18 | P a g e

commenced acquiring land at relatively low cost outside the area controlled by the Delhi Development Authority, particularly in the district of Gurgaon in the adjacent state of Haryana. This led to our first landmark real estate development project DLF Qutab Enclave, which has now evolved into DLF City. DLF City is spread over 3,000 acres in Gurgaon and is an integrated township, which includes residential, commercial and retail properties in a modern city infrastructure with schools, hospitals, hotels and shopping malls. It also boasts of the prestigious DLF Golf and Country Club with night golfing facilities.

Logo Our Ethos

The pyramid symbol and the mission line 'Building India is collectively referred to as the DLF Logo. The company's name is represented in black capital letters. The typeface represents the solidity of the enterprise; emphasizes accountability, responsibility as being a strong and integral part of the Group's ethos. The pyramid depicts nine smaller pyramids; each composes itself into a larger pyramid allencompassing in nature and presentation. The pyramid itself and the component pyramids convey cohesion, interdependence, support and foundation, to a common purpose and to achieve greater heights. The words BUILDING INDIA, is in capitals like the companys name, and at once conveys DLFs mission and vision. It is an intrinsic reflection of the Groups commitment and its 60-year heritage.

Strategic partners of DLF

19 | P a g e

Project Execution: DLF has entered into a 50:50 JV with WSP. The JV will provide engineering and design services, environmental and infrastructure facilities as well as project management services.

Construction

DLF has entered into a 50:50 JV with WSP. The JV will provide engineering and design services, environmental and infrastructure facilities as well as project management services. Airport Modernization: DLF has chosen Germany's Fraport AG (Frankfurt Airport Services Worldwide), the owner and manager of Frankfurt Airport, as its partner for fresh forays into airport modernization. A special purpose vehicle, DLF Fraport SPV, has been set up specializing in development and management of airports in India.

Township Development: DLF has signed a MoU with property developer Nakheel LLC of the United Arab Emirates to build large townships in India, through a 50:50 joint venture company. Hospitality: DLF's hospitality arm, DLF Hotels, has signed a LoI with Four Seasons Hotels and Resorts to operate a proposed luxury hotel at DLF Golf Links in DLF City, Gurgaon in Delhi's southern borders.

IT Infrastructure: DLF has partnered with IBM to outsource all its IT requirements to the global IT infrastructure giant. Under this partnership IBM will be responsible for the helpdesk services for all the DLF employees across India towards the IT infrastructure requirements. Asset Management: DLF and Prudential Financial Inc. (PFI) of US have signed a joint venture to provide a broad array of mutual fund and investment products, including domestic and eventually international mutual funds to Indian retail and institutional clients. The JV has been formulated on a 61:39 shareholding pattern between PFI and DLF.

Sectoral&Company Outlook

Fall in real estate demand and resultant price decline: we expect the real estate demand to weaken
20 | P a g e

further in the next few quarter, owing to the current economic slowdown and the cautious approach of the bank towards the sector. This is likely to create downward pressure on property prices. We assume 15-20% in prices over the next six month across all the segments.

Shortage of funds would hurt new launches: during Q2 2009, the company launched only 0.25 million square feet (msf) of new space, the least since Q1 2008. We believe that the drying up of sources of funds and high receivable (63% of sales) will intensify the shortage of funds, thereby delaying the existing projects and new launches.

CSR Initiatives
We dream, We dare We grow, We share We build, We care

WWW.DLFFOUNDATION.IN

While DLF continues to create world-class infrastructure throughout India, it has not lost sight of its responsibilities as a change agent for accelerating the pace of social and economic transformation across various segments to complement the efforts of the government. Swapana Sarthak Informal School

For

DLF,

Corporate

Social

In fact DLF's first social responsibility interventions date back to the time that DLF was setting up the DLF township in Gurgaon when instead of turning a blind eye to the local problems, DLF decided to undertake internal development work in the villages of Nathupur, Chakarpur and Wazirabad by
21 | P a g e

Responsibility is not just an add on; rather our business and social commitment are mutually

reinforcing and neither will be

contributing through construction of internal village roads, additional rooms in the schools and internal village

sustainable without the other. We have a continuing social

electrification. At around the same time, DLF initiated its first education initiative by setting up the Swapana Sarthak informal school for children of the construction workers. This school manned by trained volunteers conducts classes for children who are ill equipped to join regular school or those who cannot afford to do so. All children enrolled are provided with free uniforms, mid day meals and learning material. Starting from merely 10 students, the school today has on roll 220 students. Initially getting the children out of their homes and instilling a sense of personal hygiene and cleanliness was a challenge and the volunteers had to really work on them to ensure the present state.

responsibility towards the people of the area in which we operate more so towards the less fortunate. It has been our constant endeavor to create sustainable economies and transform stagnant lives into active partnerships through

synergized proactive handholding in areas of infrastructure,

education, training, health and environment. We have made a public commitment to carry on these trusted relationships.

Chairman, Mr. K.P. Singh

DLF

Limited,

DLF Learning Excellence Centers

Taking the education initiative ahead, DLF partnered with Pratham in May 2007 and set up DLF Learning Excellence Centers in 25 villages by involving the government schools, community teachers and introducing innovative teaching learning material. The main hurdles faced during the project were lack of adequate means of public transport and resistance from the local community to involve the women. However, these were overcome through a sustained education and awareness campaign conducted across the entire village community and by taking the village Panchayats into confidence. This is an ongoing project likely to benefit 1100 students over a period of one year.

DLF Labour Hutment

22 | P a g e

While all the big developers focus only on providing world-class facilities to their buyers DLF carried its social responsibility initiatives to the construction work sites in Gurgaon once it started construction of the DLF Township.

At DLF it was felt that even though there had been tremendous improvement in construction technology and quality it was distressing to note that the people who actually make all the glitzy buildings were a neglected lot and often required to do so in inhuman conditions. The sight of construction workers and their children living in jhuggies without even the basic facilities at most of the construction sites is not uncommon. At DLF it was their constant endeavor to improve the living conditions of their construction workers by providing them all the basic necessities at the site itself by efficient and effective space management.

DLF seized the initiative in this respect and became a pioneer in providing all necessary facilities to its construction workers on site when it tied up with Laing O Rourke for construction projects. It was decided that before commencement of the construction a suitable location be identified on site for construction of hutments to house the workforce for the entire duration of the project. Instead of constructing makeshift or temporary accommodation DLF sanctioned hefty budgets to build a mix of cemented hutments and dormitories for the workers.

The entire labour hutment area was paved to ensure easy access even during the monsoons and the work of sanitation and housekeeping was outsourced to a third party namely M/s Lion Services. All the residential accommodation at the DLF labour hutment site is provided with electricity, water, fans, beds and linen and separate areas have been provided for toilets and washing. In order to take care of the children of the workers mobile crches have been made available on site through a strategic tie up with an NGO named Mobile Creches. A subsidized canteen manned by a third party has also been made available on site to ensure hygienic and good quality food on site.

Medical help is available on site along with a 24-hour ambulance to take care of emergencies. In order to improve the skills of the workers as well as train potential workers on site a non-profit residential "Apprentice Training Centre" for imparting skills in carpentry and masonry was started.
23 | P a g e

Rural Primary Health Centers

In March 2007, DLF decided to focus on another hitherto neglected but vital area rural healthcare. It was decided to set up Rural Primary Health Centres in villages to provide free medical consultancy, health checkups and subsidized medicines to the villagers. The first Primary Health Centre was set up at Village Shikohpur in August 2007 in association with an NGO Deepalaya. It is proposed to set up six such centres in the present financial year.

Helping the Rural craftsmen

While at one level DLF focused at initiatives for infrastructure augmentation, education and health at the same time it was felt that as a infrastructure creator DLF must also provide a forum for rural craftsmen to display their wares by bringing them closer to the urban consumers thereby increase their avenues of income. As part of this initiative in the retail malls set up in Gurgaon, wherein DLF was the pioneer in providing international standard shopping experience, DLF awarded free space to a few NGO's like Khushboo Welfare Society, India Vision Foundation and the Rashtriya Blind School and others to enable them to exhibit their products for awareness and to create awareness for the cause they espouse. Vocational training centers

As part of its strategy to train and empower people with permanent skills thereby enabling them to earn their livelihood for times to come DLF has set up job linked vocational training centres in Hospitality, Customer Relations and Salels and IT enabled services. These training centres have been equipped with all necessary training infrastructures from computer labs to headphones and LCD projectors.

Development of Arya Samaj Mandir

DLF Commercial Developers Ltd. has contributed Rs.20 lacs towards the development of Arya Samaj

24 | P a g e

Mandir in DLF City, Phase-II. This will not only help in over all development of the Mandir primises but also help the community at large wherein devotees can come and seek spiritual solace.

Environment Programs

Haryana Urban Development Authority (HUDA) has consistently over the last seven years awarded DLF with "Excellence in Horticulture Preservation". A total of 47 awards have been received under various categories.

DLF has installed one of its kind gas-based power generation system at the Infinity Tower. Cogeneration is also a part of this installation as we are utilising the waste heat for air-conditioning and are in effect saving about 25 per cent of power.

This year (July-August, 2007) DLF initiated an plantation drive in 21 villages of Haryana by involving the Government school children and the local Panchayats with support from the Forest Department .

DLF is in the process of switching its street lighting system to 36 watts CFL with electronic choke thereby saving 15-20 watts per street light.

Challenges faced while initiating CSR initiatives

Designing, developing and executing standard uniform facilities and guidelines at all construction sites Identification of credible NGOs to run the various CSR programs. Securing active partnerships with the Panchayats in the Rural CSR initiatives account of strong internal politics and affiliations. Securing participation of the entire community on account of Inter caste politics operating in the villages Securing participation of girl child in the education programs on account of lack of awareness and indifference to education of the girl child

25 | P a g e

Employees volunteering program

Before undertaking any CSR initiative in a region, the concerned employees in that region are contacted to understand the need of the area and CSR programmes are developed keeping in mind the identified need. Employees are further involved in monitoring of programmes to ensure effective delivery.

In the present financial year DLF is initiating a donation programme wherein the employees will contribute and donate old clothes and other household articles for the construction workers and their families employed at DLF construction sites.

Blood Donation camps are also being organised for blood donation by the employees in association with Lions Blood Bank.

Voice from the beneficiaries group

"Pehle jab hum site per jaate the to hamaare bachhe wahin par khelte rehte the. Par ab aisa nahin hai. Mera bachha Om Prakash ab DLF ke swapana sarthak school mein padhne jaata hai aur wahan use khana bhi milta hai. Aur humse who koi paisa bhi nahin lete" says Dashrath, a construction worker at Wazirabad.

"Hamare rehne ke liye saaf kamre aur toilet hain aur hamarein bachoon ke liye crche hai jhan bachon ke parhai bhi hoti hai aur khana bhi milta hai" says Joginder employed at the DLF Magnolia site

"Hamare gaon mein DLF ke ye dispensary banane se hamare gaon ke logon ko ab bahar nahin jana parhta aur elaj bhi free mein hota hai nahin to pehle 14 km door jana parta tha" says Shauchan, the Sarpanch of village Shikohpur

26 | P a g e

Growth of real estate sector in TierI,TierII,TierIII cities

India is a large country with an even larger population, and multi-national companies are taking a strategic approach to capitalize on this growing market and rich pool of talent. In terms of establishing office locations, most companies consider three types of cities: Tier I cities are the hubs of business. The financial capital of Mumbai, the political capital of Delhi, and the technology capital of Bangalore are the first destination for most corporations and real estate demand and rental pricing reflect this. Consider this: office space in a prime location such as Nariman Point in Mumbai costs upwards of 350 Rupees per square foot per month (or approximately $105 per square foot per year), making it one of the most expensive real estate markets in the world. While bursting demand and constrictions on new supply have propelled rental rates, these cities face significant infrastructure issues, particularly road congestion, and the capital markets environment is somewhat stymied due to the prominence of strata title and opaque ownership history, specifically on older, more established assets in downtown locations.

Tier II cities such as Chennai, Hyderabad and Pune are the burgeoning centers of IT commerce. With large populations, developing infrastructure, airport connectivity and top-notch educational institutions, many companies look to establish large operational hubs here. While demand for space in these cities remains strong, stronger interest by developers has caused inflated land prices and many markets are predicting an oversupply of new office supply in the next ten to eighteen months. As a result, rental rates are leveling in many cities after several years of growth.

Too many to list, Tier III cities are those that have yet to see the formation of a formal real estate market, but to varying degrees have the right ingredients to attract multi-national tenants. Corporate occupiers are increasingly looking to gain first-movers advantage into cities such as Kolkata, Chandigarh, Kochi, Coimbatore and Vishakhapatnam due to the potential of untapped labor markets and heavily discounted real estate costs that accompany less established locations. In light of rising costs, particularly in real estate and human capital, and a weaker dollar, these cities in coming years are sure to provide plenty of competition to Tier II cities.
27 | P a g e

Industry and competitor analysis

Porters five force model PEST analysis Swot analysis

Porters five force model

28 | P a g e

Threat of new entrants

This results in high entry barriers. Existing firm has an edge over the others due to more Dlf have more industrial experience than competitors. High competition in the sector. DLF has 54% of the Market share in the Real Estate sector. More capital requirement needed. Government policies directly affect the business.

Threat of Established Rivals

Established rivals are a threat to upcoming players. DLF ,Unitech and Ansal are the major players in this sector. Suppliers margins have been stagnant despite strong growth in volume. Bargaining power of suppliers is low

Bargaining Power of Suppliers

Large number of suppliers are available This leads to shift of contracts when a supplier tries to increases in price. Expansion of business in other parts of India

Bargaining Power of buyer

29 | P a g e

Bargaining power of the buyers is low Difficult to predict the direction and magnitude of price movement on real estate. Forces of demand and supply would always apply Price movement would follow accordingly

Threat of substitute
No substitutes to the basic product

PEST ANALYSIS

Political Factors

Change in state government land acquisition laws(effected by supreme court decision on NOIDA Extension land acquisition). Green phenomena implemented by government. Energy saving concept introduced in productions. Unnecessary advertisement regulated by various laws and customs. Various duties and charges are mandatory. Unwanted change in the circle rate. Many Other Govt. Regulations.

ECONOMIC FACTORS
30 | P a g e

GDP Increasing at 8-9%. Increase of the disposable income. Rupee Appreciation. RBI increases repo rate and reverse repo rate . Increasing prices of construction material. Increasing fair of transportation.

SOCIAL FACTORS

70% populations below 35 years. Good awareness among the people. Various classes of people. Various languages. Regional preferences in foods. Societies and cultural ethics.

TECHNOLOGY FACTORS

Process Innovation, New technologies implementation. Innovative Techniques . SAP invention. Office automation tools become necessary to complete work on time. Daily up gradation of technology and information system. Batter cost-cutting design using recent technologies.

31 | P a g e

SWOT ANALYSIS
Swot analysis is basically used for evaluating the external and internal environment of an organization. Swot analysis is a useful tool which helps companies to convert their weakness in the strength.

Strength DLF has a very good market share of about 54%. High brand Value. Huge supplier base ensures a fixed raw material cost. A well established and firm base in north India. High customer satisfaction. Diversified business. Cover all format of Real estate business.
32 | P a g e

 Low maintenance cost .

Weakness Little projects in the other parts. no parallel products to support during times of bad. Mostly project is in Tier I and metro cities. Less presence in Tier II and Tier III cities. Mainly dependency in one type of business.

Opportunity Expansion of business in other parts of India. DLF can invest more in Power generation projects like Hydroelectric or Wind power. Investment in raw material-Backward Vertical integration. DLF can come up with new project in small cities. DLF can invest in the other infrastructure related project like road infrastructure,airport etc.

Threat Competitors may try to get more market share are through improved technique. Government policies effect business badly. More Dependency on external condition.

Research Methodology
Primary Objective

To collect all the detail of upcoming and existing commercial project in Gurgaon area.

33 | P a g e

To know about the competitor movement against DLF.

Data Collection

Data has been collected through both primary and secondary approach.

Data Sources

The research involved gathering Secondary data as well as Primary data. Secondary data regarding sales figures, promotional expenses and other related expenses was collected from the companys own record to analyse the impact on sales due to the running schemes and make cost benefit analysis. Primary data was collected through direct interaction , telephonic conversation,with the companys authorized broker or HR ,Marketing department.

Descriptive Research Design

Descriptive research design is a scientific method which involves observing and describing the behavior of a subject without influencing it in any way.

Many scientific disciplines, especially social science and psychology, use this method to obtain a general overview of the subject.

Some subjects cannot be observed in any other way; for example, a social case study of an individual subject is a descriptive research design and allows observation without affecting normal behavior.

It is also useful where it is not possible to test and measure the large number of samples needed for more quantitative types of experimentation.
34 | P a g e

Advantage

The subject is being observed in a completely natural and unchanged natural environment. A good example of this would be an anthropologist who wanted to study a tribe without affecting their normal behavior in any way. True experiments, whilst giving analyzable data, often adversely influence the normal behavior of the subject.

Descriptive research is often used as a pre-cursor to quantitative research designs, the general overview giving some valuable pointers as to what variables are worth testing quantitatively. Quantitative experiments are often expensive and time-consuming so it is often good sense to get an idea of what hypotheses are worth testing.

Disadvantage Because there are no variables manipulated, there is no way to statistically analyze the results. Many scientists regard this type of study as very unreliable and unscientific.

In addition, the results of observational studies are not repeatable, and so there can be no replication of the experiment and reviewing of the results.

Summary

Descriptive research design is a valid method for researching specific subjects and as a precursor to more quantitative studies. Whilst there are some valid concerns about the statistical validity, as long as the limitations are understood by the researcher, this type of study is an invaluable scientific tool.

Survey

Survey may refer to a method for collecting quantitative information about items in a population.

35 | P a g e

Survey mathods

Telephone interviewing

personal interviewing

Mail interviewing

Electronic Interviewing

Traditional

computerassisted

In-Home

Mall Intercept

computer assisted

Mail

Mail-panel

E-mail

Internet

The survey method of obtaining information is based on the questioning of respondent. Respondents are asked to a verity of questions regarding their behavior, intentions, attitude, awareness, motivation, and demographic and lifestyle characteristic.

For collecting data I have used survey method. In survey I have used two type of method Telephone interviewing Traditional method Personal interviewing In-office

36 | P a g e

Major Commercial project in Gurgaon

Company Name and logo

Company Projects with name and address

The Palm squre(Dlf golf course road,gurgaon) Digital green(Golf course Extension road,gurgaon) Emerld plaza(Golf course extension road,gurgaon) The palm spring plaza(Golg course road,gurgaon) Central squre project(Sec-57,gurgaon) Cyber park(Hero Honda chowk,gurgaon) Business park(sec-84,gurgaon) Business tower(sohna road,gurgaon) Bettech chamber(Sec-88,gurgaon)

37 | P a g e

 Infospace1(sec-21,gurgaon) Infospace2(sec-84,gurgaon) Signature towerII(sec-15,gurgaon) Uniworld tower(sec-48,gurgaon) Arcadia (sourh cityII,gurgaon) Platinum tower(sohna road,gurgaon) Spaze business park(sec-66,gurgaon) Spaze plazio(sec-69,gurgaon) Spaze boulevard(sohna road,gurgaon)

Bptp crest(udyog vihaar phase 4,gurgaon) Cyberwalk(manser,gurgaon) Legends heights(sec-81,gurgaon) Orris florel(Sec-83,gurgaon)

Vatika business park(sohna road,gurgaon)

38 | P a g e

 The india next(sec-81,gurgaon) The first india place(mg road,gurgaon) Vatika atrium(golf course road,gurgaon) Vatika tringle(mg road,gurgaon) Vatika city point(mg road,gurgaon) Omaxe city centre(sec-49,gurgaon) Omaxe celebration mall(sec-48,gurgaon) Gurgaon mall(sohna road,gurgaon) Parshavnath arcadia(mahruli road,gurgaon) Suncity business tower(golf courseroad,gurgaon) Suncity success tower(golf course road,gurgaon) Suncity time tower(mg road,gurgaon) Vipul business park(sec-48,gurgaon) Vipul squre(sushantlok-I,gurgaon) Vipul trade centre(sec-48,gurgaon)

39 | P a g e

Findings
The real estate industry is a industry in which you have to make some choice about how you will compete in the future. Past modes of behavior will not carry you through the next decade. So this industry have seen a great fluctuation and for survive companies have to change their working methodology. Below are the some findings which may be helpful for the companies to grow their business. Most of the commercial project are located in golf course road,NH-8 and sohna road.

The reason behind that is :

These are the well recognize place in gurgaon. companies can transport their product directly from these location Transportation facility is easily available. Mostly manufacturing unit is nearby NH-8 because they have to transport their product from one location to another. it is easy for their supply chain management department to deliver product at the right time.

These are the special economy zone. Already establish area means better amenities available than other areas.

40 | P a g e

 Sohna road and golf course road are the hot location for the real estate companies for developing the commercial projects because the Gurgaon-Manaser master plan 21 shows that the purposed gurgaon inner metro cover these location. Most of the real estate company having the tough competition from each other because most of their project is located in same location. Large organizations have a great benefit because land rates in these areas are very high. So if a new company wants to enter in this business then it needs huge investment. Those real estate companies who already brought land in gurgaon have a great advantage over competitor. example of DLF,vatika. Selling price of commercial space is in the range of 12000sqft to 1300000 sq ft.
41 | P a g e

 Rented price of commercial space is in the range of min 25sq ft to max 225 sq ft per month. Real estate industry needs heavy media and advertisement because people only buy you product when they have some idea about it. Real estate companies spend less than 5% of their profit on the advertising. This is the field where most of the companies lacking. Average expected rate of return is 7.5% from the commercial project. Those commercial project which are located in golf course road, mg road, adjacent to NH-8 have more rate of return then other project. Most of the commercial projects are rented. Big real estate firm like DLF,Unitech,Vatika own more than 150+ acre land in gurgaon. Average 7 floor are there in a commercial complex projects. There is a big difference between the price of ground, first floor and other floors. Average build up area is 750000 sq

Questionnaire for research

42 | P a g e

Survey-Questionnaire

Name-

Age:-

Company name:-

Company address:-

Question1:-How many commercial project running in gurgaon. Ans: . Question2:-What is the total build up area of the project? Ans: .. Question3:-what is the plate size of the project?

43 | P a g e

Ans: . Question4:-What is the reason behind choosing this location? Ans: Question5:-what is the per sq ft selling/rented price(included maintenance charges)? Please provide the detail according to the floor plan? Ans: . Question6:-How much money did you invest in the marketing related activity? Ans: . Question7:-How much area did you own in the gurgaon and manaser region? Ans: .. Question8:-what is the floor plan for the project? Please provide all the necessary details. Ans: Question9:-This project is you sole property or it is developed under partnership. Ans: . 44 | P a g e

Question10:-what is the expected rate of return from this project? Ans: .

Any additional comment

Thank you

Service apartment
A hotel, but a home. Absolutely, that is the new concept that is sold by hotels, today. It is called the service apartment. The room has a homely look and is propped with everything a home would need. From home appliance to kitchen needs, bathroom and toilet accessories. Its like your home, although you are miles away from it.

45 | P a g e

A new concept in the Indian real estate industry This is a new concept in India but the western countries have already welcomed it. Five Star Hotels brought this style to clients who would stay for a long period. They realized in the beginning clients loved the luxurious service but after a month they longed for their home. Thus a serviced apartment would offer most of the aspects of your home. Making you feel at ease, as though you were at home. Many corporate who travel to other states or countries find it difficult to adjust to the new culture and setting. For some time the hotel service is welcome but later you long to dwell your own style.

why service apartments were brought into being

46 | P a g e

You cook and eat and live the style you want. You are even provided with a maid/manservant who will get you groceries or any other requirement. Making it just the way it would be at home. Nowadays Indian immigrants coming to India to settle opt for this type of apartments. As they hunt for a new house they accommodate themselves in comfort in a service apartment. So they do not have to compromise on their lifestyle or go through the hassles of shifting in a rented home with zilch amenities then shifting out. It is an acceptable alternative even for foreign nationals who travel to other countries. Once a Chinese citizen reported that he was tired of eating the food of another culture that didnt suit his body. Ultimately the service apartment came to his rescue. He was happy that he could cook and live the way he wanted.

Facilities available in service apartment

The service apartment is made to look and feel exactly like a home. Every room is furnished with a television & music set, microwave and other electronic goods. Moreover some hotels also provide you with magazine and shoe racks. Cleaning is done every day. However a senior hotel manager mostly accompanies the cleaning staff so that they are never alone in the room.

Pricing of the service apartment

The cost of a service apartment too is as attractive as the concept. It can vary from Rs. 7000 a month to over Rs. 11 lakhs a month for a well equipped 3 bedroom apartment with all the amenities including a swimming pool, gymkhana, a garden or even more.

The tariff charge depends on how long is the stay. It is less expensive if the person has a prolonged stay. It can be bargained if the stay is for a month or even more for a year. A service apartment generally provides you with an AC furnished flat, equipped kitchen, TV, fridge, washing machine, landline, internet, power back-up, fire safety & security and some even provide you with a locker. However before booking the apartment always make sure what is inclusive and what is exclusive. For instance who will pay the electricity, maintenance? Hence make sure what are you paying for that.

47 | P a g e

Advantage of the service apartment

Service apartment is a new concept in the Indian real estate industry. This concept has given a new direction to the realty sector. This concept have emerged as a booming concept in the real estate industry.Here are the some example who shows the advantage of this concept

Provide a comfort like as our own home. you dont have to adjust with your lifestyle. Better for both the party. Apartment owner have a regular income from this concept. Provide batter security then hotels. Batter for longer stay. Rented price are adjusted according to your requirement. Easy connectivity is there. Every facility was in there means you can make your own food..etc. Easy availability of regular uses things.

Major Service apartment in gurgaon with their specification

1. project name Location Specification

unitech escape premiere sector 71 & 72 gurgaon fully fuenished villa ,basic sales price rs. 7075600 space 1595 per sq. ft. price list depend on the different size,like for espace premiere villas type duplex size 36955 sq. ft. price rs. 3653025 for b1 duplex size 5572 per sq. ft. price rs. 31047184

48 | P a g e

2.project name Location Specification

godrej frontier scetor 80 gurgaon basic selling price rs.9330 sq. ft. EDC RS. 328.14 PER SQ.FT. IDC RS. 50 PER SQ. FT. price can be depend on the term and condition

3. project name LOCATION SPECIFICATION

vipul greens sohna road nh-8 gurgaon all facility are available for 2170 sq.ft. 4bhk 5500 per sq.ft. total price is 1.26 crore 18 floor in a complex owernership is free hold

4. PROJECT NAME LOCATION Specification VIPUL BELMONTE golf couse road gurgaon fully furnished apartment 2bhk,3bhk,4bhk apartment available for sale 3bhk area 2450 per sq.ft. price 2.32 crore 4bhk 3110 per sq.ft. in 29545000RS. AVRAGE price 2490 sq.ft. in RS. 9500sq.ft. contact no. 9999011603 5. PROJECT NAME LOCATION SPECIFICATION Emaar mgf palm gardens ADJACENT TO NH-8 NEAR SOHNA ROAD GURGAON price RS.4500 per sq.ft. approximate area 8 acres 49 | P a g e

primium 3 bedroom , lounge and s. room

6. PROJECT NAME LOCATION SPECIFICATION TATA PRIMANTI SECTOR 69 GURGAON 3 bhk 6500 per sq.ft. area 2185 4 bhk small 6600 per sq. ft. area 2625 4 bhk large 6600 per sq. ft. area 29056 sq. ft. ex. Appt-RS. 7400- area sq.ft. 3300 sq.ft.

7. PROJECT NAME LOCATION SPECIFICATION MADELIA MANESAR GURGAON offer 2,3,4bhk apartment 2bhk-1292 sq. ft. 3bhk - 1772 size sq.ft. 4bhk - 2175 sq. ft. price 2bhk - RS.3697 PER SQ. FT. PRICE 3BHK - 3310 PER SQ. FT. PRICE 4 BHK -3211 PER SQ.FT. CONTACT NO. 8. PROJECT NAME LOCATION SPECIFICATION 91 124 4816400 ANSAL ALBA ESENCIA SECTOR 67 SOHNA ROAD GURGAON offer 3bhk room ground + basement area 1269 sq.ft. first floor 1357 built up area price of 57 lack second floor 1357 built up area of 63 lack

9.PROJECT NAME LOCATION SPECIFICATION 50 | P a g e

BPTP AMSTORIA SOUTH DELHI THROUGH THE DWARKA EXPRESSWAY spread over 200 acres

10. PROJECT NAME LOCATION SPECIFICATION RAHEJA DEVELOPER SCETOR 108 DWARKA GGN EXPRESSWAY 1365 sq. ft. 5396 sq. ft. penthouse - 6027 sq. ft. pent house-4547 sq. ft. 3bhk -1963sq.ft. 3bhk - 1953 sq.ft. 2bhk -1432sq. Ft. 2 bhk 1408 sq. ft.

11. PROJECT NAME LOCATION SPECIFICATION JMD GARDENS GURGAON SITUATED ON MAIN SOHNA ROAD GURGAON 10000 SQ. FT. BUILT UP AREA 11 ACRES FLAT TYPRS 3 BEDROOM 1875 SQ.FT. 3+STUDY 2020SQ.FT. 4 BEDROOM 2315 SQ FT. 12. PROJECT NAME LOCATION SPECIFICATION SUNCITY HEIGHT SUNCITY TOWNSHIP GURGAON BUILT UP 6.16 ACRES OF LAND 160 APARTMENT AND 16 PENTHOUSE IN HOUSE CLUB OF 1500 SQ.FT. 3&4 BEDROOM AREA FROM 2302 SQ.FT. TO3117 SQ.FT.

13. PROJECT NAME LOCATION SPECIFICATION UNITECH SOUTH PARK SOHNA ROAD SECTOR 70 GURGAON 1200 SQ. FT. TO 1600 SQ. FT. 2$3 BHK APARTMENT RANGING 1015SQ.FT. TO 1610 SQ. FT. 51 | P a g e

LAND AREA 27 ACRES 2BHK - 6 LACK 3BHK - 8 LACK 2 BHK+2T 1200 SQ. FT. 3BHK + 3T 1500 SQ. FT.

14. PROJECT NAME LOCATION SPECIFICATION IREO SKYON SPACE AGE LIVING SECTOR 60 GOLF COUSE ROAD 1365 SQ.FT. 3927 SQ.FT. 500 ACRE IREO CITY 2BHK -1365 SQ. FT. 2BHK+5Q -1542SQ.FT.3BHK +5Q -2045SQ.FT. 5BHK-SIMPLEX-3927 SQ.FT.

15. PROJECT NAME LOCATION SPECIFICATION IREO VICTORY VALLY SECTOR 67 GOLF COURSE ROAD 1435 SQ. FT. TO 5977 SQ. FT. TOTAL LAND AREA 25 ACRES NO. OF APARTMENT 762 APPROXIMATE RANGING 2 TO A CRORE TO 5 CRORE 2BHK 1435SQ. FT. 3BHK 2490 SQ.FT. 4BHK 2841 SQ.FT. 5BHK 5883 SQ. FT.

16. PROJECT NAME LOCATION SPECIFICATION SPAZE PRIVY AT4 SECTOR 84 GURGAON 1465SQ. FT. TO 3200 SQ. FT. 11.5 ACRES OF PRIME LAND 52 | P a g e

2BHK 1465 SQ.FT. 3BHK 1745 SQ.FT. 4BHK 2670 SQ. FT. 5BHK 3200 SQ. FT.

17. PROJECT NAME LOCATION SPECIFICATION VIPUL WORLD SECTOR 48 SOHNA ROAD GUEGAON 150 ACRES OF LAND PRICE 1.98 CRORE AREA AVAILABLE 360 SQ YARD NORTH 240 SQ.YARD. SOUTH 192SQ.YARD. WEST

IMT Manaser city profile

Manesar is a fast growing industrial town in Gurgaon district of the State of Haryana in India, and is a part of the National Capital Region (NCR) of Delhi.[1] It has transformed from a sleepy village to one of the fastest growing townships in India. It is an upcoming area of NCR. Some of the developers have added a new tag to Manesar calling it as "New Gurgaon".[2] Proximity to political nerve center Delhi has also led the government to establish headquarters of some institutes of national importance here like the National Security Guards (and its training center), National Bomb Data Centre and National Brain Research Centre. Population More than 100,000 people go to work in Manesar from adjoining places. The Gurgaon-Manesar Master Plan projects the population of 37,00,000 by 2021.[3] It has many factories, offices, hotels and educational institutes. Connectivity

53 | P a g e

There are several sightseeing spots around the area, some overlapping with Gurgaon.Manesar is 32 km from IGI Airport and has some of the best urban infrastructure in northern India. Located on NH 8, the area is well connected with Delhi, Jaipur, Ahmedabad and Mumbai; air connectivity is equally good. History Original Manesar village was a sleepy village of about 1000 dwellings on Delhi jaipur highway (NH-8), but since late nineties it has been transformed in to a boom town with some of the world-brands opening factories here. Its growth has been helped by government's drive to move out factories from Delhi as well as booming of Gurgaon city (15 minutes away) and proximity to Delhi's Indira Gandhi International Airport (approximately 40 minutes). The original Manesar village has people from different communities but 80% of the residents areYaduvanshi Ahirs also called Yadav and their main profession was agriculture. However today it is swamped by people from all across the globe, and any thinkable profession you can think of in the modern India. Transport:Manesar lies on National Highway 8 and is served by local buses plying on this route. The nearest railway station is Gurgaon station. Haryana Metro Rail Corporation Haryana will set up its own Metro Corporation to extend the metro-rail facility to areas in the national capital region (NCR) falling in Haryana, also plans to extend the Metro-rail up to Manesar town. Proposed Delhi Metro Link to Manesar

54 | P a g e

The sustained demand from the IT and ITeS sector has resulted in Sector 8 of IMT, Manesar emerging as a "Next Generation IT-ITeS Destination" in the Gurgaon district. Significant infrastructure improvement is underway in Manesar. The Delhi-Jaipur highway has reduced the travel time from Delhi to Manesar from 90 minutes to 30 minutes. To improve public transport further, plans have been made to extend the Delhi Metro to Manesar. However no plans or work has started and Metro officials denied any possibility even in near future.

Kundli-Manesar-Palwal Expressway The construction work for 135.6 km long Delhi Western Peripheral Expressway, also known as the Kundli-Manesar-Palwal Expressway, is going at full swing.Kundli-Manesar-Palwal (KMP) expressway was planned to become operational by June 2009 but may not be ready before 2012. Delhi will be relieved of the congestion of heavy night traffic. The expressway will act as a bypass for the night vehicles.[17] KMP Expressway has been divided into three packages of 45 km each. Three major camps at Kundli, Manesar and Palwal have been established, supported by three ancillary camps at Jassoure Kheri, Badli and Taoru. Four flyovers have been proposed at places where the expressway will cross national highways, namely, NH 1, NH 10 and NH 8. Sixteen overpasses and underpasses at crossings on state highways and major district roads; 7 overpasses, 9 underpasses and 27 underpasses at crossings on village roads; and 33 agricultural vehicular underpasses, 31 cattle crossing passages, 61 pedestrian crossing passages, four railway over-bridges, 18 major and minor bridges, cross drainage works (culverts) at 292 locations, and two truck parking and four bus bays. IMT Manaser map

55 | P a g e

Sector wise specification of the companies:IMT manaser has been divided into eight sectors.there are approximately 1500+ companies are doing their business.so during making city profile of manaser it seems to be necessary that what type of companies are located in each sector and what are their business type. So here is the some detail which gives you the bucket of information about the business type of the company:Sector1:-under development, real estate firms mainly residential projects in this area. there is not very much manufacturing going on. Sector2:-mainly banking companies , shopping mall are located in this area. Sector3:-Major auto-firm like HONDA PVT LTD,Bosch,JNS are located in this area.this sector is a completely mass up with the auto-parts manufacturing firm.
56 | P a g e

Sector4:-This area is mainly covered by the garment export firm who manufacture jeans,t-shirt,ladies item and all the garment related product. some wooden,lather companies are also there. Sector5:-Mainly electric related firm are there like Mitsubishi electric,kuma who manufacture switches,elevetors,cables etc. Sector6:-In this area mix-up of companies are there like sports, lather and electric.etc. Sector7&8-Mainly IT/ITES companies are there. These sector are the hub of BPO/KPO companies.

IMT Manesar- Business Environment Industrial Model Township (IMT) is a 1,750-acre (7.1 km2) ultra modern Integrated Industrial Park that was initially planned as a joint venture of the Centre, Haryana government and a Japanese company. But it was finally taken over by the HSIDC in 1997 to be developed exclusively as an industrial area. IMT is strategically located along the National Highway 8, linking Delhi and Jaipur and is just 23 km from Gurgaon. It is one of its kind in the country and was conceived to provide services and facilities that would place the state on a global map of industrial competitiveness. Development strategy:Manesar has been developed in four phases. HSIDC has developed 1,750 acres (7.1 km2) of land in phase I, while work is in progress in Phase II (180 acres) and Phase IV (650 acres). HSIDC has allotted phase III (600 acres) to Maruti Udyog Limited for their expansion project. Manesar is an integrated and independent industrial town having all the basic infrastructure to facilitate industrialisation of the area. The facilities include hi-tech Telecommunication, 220KV Substation, water supply, sewerage disposal, helipad, shopping arcades, health centres, schools, wide metallic roads, Golf Course and Clubs. 32 km from the IGI airport and 45 km from Connaught Place Manesar is well connected with Delhi and Gurgaon. Manesar is a natural choice for both entrepreneurs and employees working there.

57 | P a g e

With industrial units employing thousands of people, there is no dearth of buyers for the residential projects. It takes about 2025 minutes to drive to the Indira Gandhi International Airport, New Delhi. 5 Star Hotel, Golf Course, Business Conference facilities, Super specialty hospital, Helipad and many others are soon to come. After the authorities have hired RITES as their consultant to audit the condition of roads within Gurgaon, the quality of roads can only be expected to improve. RITES will conduct qualitycontrol tests to ascertain if the required standards have been followed while laying the roads. Money to contractors will be released only after they come clean on quality control tests. So far their own engineers and technical staff checked and approved the payments. With conditions like clearance from third party (RITES) in force, roads can only improve.Agilent Technologies Inc, the world's premier measurement company and a technology leader in communications, electronics, life sciences and chemical analysis, has strengthened its presence in the country by opening its new campus in Manesar. Agilent has invested about $40 million in this facility. Medical facilities A 250-bed multi-speciality hospital is being constructed in Manesar. It will provide all OPD and emergency services, life saving, therapeutic and curative secondary care to the general population and tertiary care will be added as per need.Rockland Hospital in Delhi will provide its expert backup for tertiary care to begin with. Since this facility is close to NH-8, one of the key specialties will be critical care and trauma.[3] The hospital will be operational by 2010. With immediate effect, the group has commissioned a clinic on site of the main hospital

Why manaser counted as a booming city Manesar is set to emerge as a focal point for future real estate development in Gurgaon. Manesar on Gurgaon-Jaipur NH-8 has got a booster dose as Gurgaons new master plan projecting massive expansion of the cyber city takes 300 more will start production in 6 months time.

58 | P a g e

the IMT Manesar has been the most sought after industrial township is clearly evident from the high demand and steep rise in the prices of industrial plots here. About 3 years back, these industrial plots were available for about Rs 3000 per square meter. Today the market rates have shot up to over Rs 15,000 per square meter, says Sandip Sharma of Nimmi Industrial Consultants. Delhi Mumbai Industrial Corridor Project The Delhi Mumbai Industrial Corridor Project is a State-Sponsored Industrial Development Project of the Government of India. It is an ambitious project aimed at developing an Industrial Zone spanning across six states in India. The project will see major expansion of Infrastructure and Industry including industrial clusters and rail, road, port, air connectivity in the states along the route of the Corridor.The ambitious Delhi Mumbai Industrial Corridor (DMIC) has received major boost with India and Japan inking an agreement to set up a project development fund.The initial size of the Fund will be Rs 1,000 Crore (about $212 milion). Both the Japanese and Indian governments contribute equally.

The corridor would include six mega investment regions of 200 square kilometers each and will run through seven states Delhi, Western Uttar pradesh,Southern Haryana,EasternRajasthan,Eastern Gujarat,Western Maharashtra and.[22] ManesarBawal is one of the investment regions selected for development in the first phase of ambitious DelhiMumbai Industrial Corridor. More than 60 per cent of Haryana's area comes under the project area of
59 | P a g e

this ambitious DMIC project, which is extended up to 150 km on both sides of the alignment of DelhiMumbai Dedicated Freight Corridor. This would open a floodgate of opportunities all along NH-8, NH-2, NH-1 and NH -10 for developing industrial, urban and supporting infrastructure through public-private initiatives, seven Investment Regions and 13 industrial areas have been planned along this Corridor and Manesar-Bawal is one of the investment regions selected for development in the first phase.The Growth Centre Bawal has been evolved as a mega industrial hub and large numbers of multi-national companies have selected Bawal as their manufacturing base. During last three years, HSIIDC has allotted 78 Industrial plots in Bawal under prestigious category for medium and large scale projects with capital investment of around 1.18 billion USD. Educational level As constitution of India says that a person who is able to read and Wright his name is called as literate person and literacy rate is also measures using this measurement.In IMT manaser around 97% people are literate. The reason behind this higher literacy rate is that most of the people are job person.

Peoples living standard Most of the GradeI,GradeII,GradeIII employee are come from outside.Only GradeIV class employee come from adjacent villages of manaser. So people living standard is above poverty level. Every household own a TV,VCD,Refrigrator,Cooler,Fan.

Marital status Based on the 250 companies data I have ,I can say that the ratio of married and unmarried is 55%:45%.

60 | P a g e

Income group Different companies have different salary package for different grade of employee. Grade I-(Head of HR,Admin,Account,Marketing,Operation,IT.etc.) average salary package are in the range of 65000 to1.50000 rs per month. GradeII-(Junior HR, Assistant manager Marketing, Account,IT,Secutrity) average salary package are in the range of 25000 to 50000 rs per month. GradeIII&IV-(including labour class,Marketing executive,fresh management trannies) GradeIII- Average salary package are in the range of 10000 to 30000 Rs per month. GradeIV-Average salary package are in the range of 5000 to 12000 Rs per month.

Employee strength Most of the people belongs to the level third and fourth grade. Grade I employees:-Strength about 5% of the total organization strength. Grade II employees:-Strength about 15% of the total organization strength. GradeIII employees:-Strength about 30% of the total organization strength. Grade IV employees:-strength about 50% of the total organization strength.

Household income The income of the family mainly depends on the working people. Their expenses and savings also included in this but as we are doing this survey on the behalf of a private company so companies denied giving this confidential data.

Ethnicity Around 91%people who are working there belongs to the Hindu community rest of the people belongs to the Muslim, Sikh , Jain, Christian etc.

61 | P a g e

4.60%

4.40%

HINDU MUSLIM 91% OTHER( jain, sikh, christian etc.)

Annual Function Average every organization organised one annual in one year. These functions are organised in the March-April, August-September, and November-December month.

Survey- Questionnaire

Name: Age: Address: Company Name:

Question 1.
62 | P a g e

What type of business do you own?

Ans:- Sole proprietorship _________

Partnership _________ Corporation _____

Question 2 where do you sell your products? Ans:- _______ In a business premise ______ Online ______ At home

Question 3. How many People are working in your organization? Ans:Question 4. How many People of your organization are? Ans:- ------------Full Time ------------Part Time

Question 5. How many people in your organization reside here in Manesar and how many of them commute from outside? Ans:Question 6. How do the people commute everyday to the office? (Company Bus, Cab, Private Car, Two wheeler). Ans:Question 7. How many People in your organization are: Ans:- ------- Married or -----------Single Question 8.If they are in need of Something Where do the people go for Shopping or Social Office Meeting generally? Ans:Question 9. Does your Organization organize any Annual Event or Function for the Employees if yes When? Ans:-

63 | P a g e

Question 10. Please provide us with the following details (Name, Designation, Contact no.) of the Respective Heads of the Respective Department? (Human Resource, Administration, Marketing). Ans-: Question 11. Please could you provide us the Income Group of your Employees in the Organization? A) 5000-10000 B) 10000-20000 C) 20000-40000 D) 40000-100000 E) 1 lakh & above.

LEARNINGS
During Summer Internship at DLF Home Developers Ltd. I have learned uncountable things and gain par knowledge with the help of well experienced guides & they cannot be written and summarized. Some of them are mentioned here: Practical Knowledge of up and down of marketI have learned how a market behaves with little changes in environment and how it affects the business. Get aware of various factors that affect Real estate businessVarious factors like; cost, supply, raw material, quality, perceptions, nature, government policies, various laws etc. plays a vital role in decision of a consumer. Learned how to make contacts and coordination with vendorI have learned to make contacts and coordination with vendor for long term results. This is very necessary because in the real estate industry construction material cost about 50% of the total expenses. Learned how to fulfill commitments-

64 | P a g e

I have learned if you make a certain commitment you must obey that and fulfill in time and if you dont then always regret yourself, this will generate trust in the eyes of your mentor. Competitors position and their effectBy understanding various forces and analysis I am able to know the exact story of competitors and their market share their profits and also the factors responsible for that. Importance of timeI have learned to work in time and according to the time because if you lose a single piece of information then it will cost at least 20 to 25 lacs Rs business for a single week and this will also make you and to your company very badly advertised. Flexibility to do workYou should ready to work 24*7*365 and anywhere in the world at any time. Once you decided to work like that success will follow you accordingly. Communication with Broker, Hr executive of the company I have learned how to start a conversation with a retailer? How to seek his permission for starting thing done? How to take him in confidence to close a call as a successful call? Marketing manager experience and his guidance is the real asset that I have got during trainingOur marketing manager Mr.Parthiv Majumdar was always ready to help me whenever I have required. He has mastered both in theoretical knowledge but as well as practical work and he also makes me aware about the practical scenario of Real Estate working. Culture knowledge of a vast Real Estate companyI learned how a big Real Estate player operates and how can we fit into these type of organization? So while working in the DLF it was felt that once you join a Real Estate company you should be very open, very polite, with full of your senses, work with full of commitments, expression of thoughts must be clear and many other things too
65 | P a g e

Suggestions

Below are the some suggestions which may be useful for companies to attract increases profit.

more customer and

Real estate companies have to change herself according to the market condition. This means that organization have to be dynamic in nature. Vendor management has to be done properly because if companies are not able to deliver their product at the right time then customer loyalty and credibility towards company image may be lost. Real estate firm have to invest more money in the training and development program of their agents. These are the person who directly interacts with the buyer on behalf of the organization.

66 | P a g e

BIBLIOGRAPHY AND REFERENCES

www.dlf.in www.dlffoundation.in www.timesofindia.in www.scribe.com http://www.hindustantimes.com/ http://economictimes.indiatimes.com/ www.emaarmgf.com www.vatika.com www.gurgaonproperty.net www.propertyvertical.net Govt of Haryana website
67 | P a g e

Books:Marketing research-k.malhotra Research paper:Harward business review on competitive strategy and real estate development by Professor Michael.e.porter Real estate forum, real estate review magazine, DLF real estate review magazine

68 | P a g e

69 | P a g e