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Marketing Presentation by PentaWitz - Tourism related business idea
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Marketing Presentation by PentaWitz - Tourism related business idea

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Presentation of Marketing 202 course on a business idea about capitalizing the growing tourism industry in Bangladesh.

Presentation of Marketing 202 course on a business idea about capitalizing the growing tourism industry in Bangladesh.

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    Marketing Presentation by PentaWitz - Tourism related business idea Marketing Presentation by PentaWitz - Tourism related business idea Presentation Transcript

    • 1
    •  MKT 202  Principles of Marketing Varqa Shamsi Bahar Lecturer School Of Business, BBA Program North South University 2
    • Group Name: PentaWitz Members:Mahjabeen Ashraf (121 1099 030) Shafayat Habib (121 0170 030) Tanvir Ahmed (121 0041 030) Tanzim Ahmed (121 0813 030) 3
    •  Our business idea is to create a travel guide company to guide the tourists from home and abroad to explore and experience the scenic beauty of Bangladesh along with the adventures she has to offer, within a convenient/reasonable price range around the year. • To provide detailed and up to date travel information, tailor made itineraries for a wide range of destination in and around Bangladesh with services and facilities developed in collaboration Objective: with local communities and in harmony with the environment. 4
    •  Although Bangladesh is a small country many locations havestill remained unexplored by both local and foreign tourists Due to the rapidly growing tourism industry in Bangladeshsuch a service stands as one of the most fruitful opportunities tothrive in.Also given the fact that the no. of competitors is very few So our aim is to provide our quality services at the untappedplaces of Bangladesh while representing it‟s picturesque beauty. 5
    • DATA TO JUSTIFYBUSINESS OPPORTUNITY 6
    • 7 Visit by Tourists in the year 2007
    • 8 Annual income from tourism industry from 2003-2010*
    •  Market Growth Rate: 4.37%* According to the latest data from Ministry of Civil Aviation and Tourism in 2007 there is an increasing trend in tourist arrival in Bangladesh According to Annual Income from Tourism Industry chart annual income has increased consistently over the years 9
    •  Foreign Exchange Earnings from tourism in the year 2010 is tk.6122.48 million which is 16.28% more than that of 2009** The contribution of travel and tourism to Gross Domestic Product of Bangladesh is expected to rise from 3.9%(BDT 265.9 billion/ US $3786 million) in 2010 to 4.1%(BDT 788.4 billion/ US $8781.7 million) by 2020**Source: *International Academic Research – Journal of Business and Management – Vol. 1, Issue. 2, Page 27 **Strategic Management of Tourism Industry in Bangladesh to Increase GDP: An Analysis by Mohammad Mahboob Ali & Rehana Parvin – Office 10 of Research And Publication(ORP) – Working Paper No. AIUB-BUS-ECON-2010-04
    •  Tourism industry in Bangladesh is in GROWTH stage of PLC grid 11
    • Competition Bangladesh Parjatan Corporation  Guide Tours Ltd.  Tiger Tours BD  Bangladesh Eco-Tours  Other Local Travel/Tour Guides 12
    • Marketing Strategy 13
    •  Demographic Segmentation Based on Age: Young and Old(generation X &Y) Based on Income: Middle class & Upper Middle Class 14
    •  Differentiated Targeting We offer both differentiated ready made and tailor made tour packages for each demographic group in each region 15
    • Social Class SEC B Social Class SEC C 13.28% of Total population  15.67% of Total population He/She is a house owner or  Income level generally lies officer/executive between BDT 45,000 to (mid/senior) BDT 65,000. Income level is minimum  SSC/HSC graduate, 70,000 BDT to maximum Diploma degree. 90,000 BDT. Has a Bachelors degree. 16
    •  Service Differentiation: ideal blend of adventure and exploration with comfort and relaxation within reasonable price People Differentiation: specially trained knowledgeable, multilingual, interactive local guides and experts are employed for treks and special interest tours. 17
    •  Package Dependent: More for More (for Tailor made packages) More for Same (for Readymade packages) 18
    • Marketing Mix 19
    • 1. Core Customer Value• unique enjoyable experience during leisure through our specialized tourist services2. Actual Service• Brand Name, Features, Design, Packages, Quality Level3. Augmented Service• After Sales Service 20
    • Features: Design: to generate pleasant personal strong focus on the activities that experiences , tourists can perform does not astray from the basic needs of customers2. Actual Service to attain a better and meaningful for comfortable and secured understanding of the deep-rooted accommodation while traveling culture of Bangladesh. Brand Name: Bengal Rovers Packages: Quality Level: several discount maintained in a travelling packages consistent manner 21
    • 3. Augmented Service Option of collecting the printed pictures taken throughout the travelling period by our guides Purchasing souvenirs online Delivering complimentary souvenirs to the tourists address on quarterly basis for first 2 years 22
    • Cox‟sBandarban BazaarSundarban Sylhet 23
    •  Pricing Strategy: Value Added Pricing Strategy Market Skimming 24
    •  Includes:  Doesn’t Include: All entrances as per itinerary  Personal expense A/C vehicle (except for Sundarban & Adventure  Permission for foreign tourists package)  Services not specifically mentioned in Multilingual local guide itinerary 25 Snacks & meals
    •  Bill Boards  Social Networking Sites 26
    •  Flyers, Brochures(esp. in 5Star hotels)  TV advertisements 27
    •  Other promotional campaigns: Discounts in tourism peak seasons Print media Pop up adds in http://www.rehab-bd.org/* , http://www.parjatan.gov.bd/ , http://www.visitbangladesh.gov.bd/(most visited websites on tourism in BD by tourists except*) Stall in Rehab Fairs „Vote for Sundarban‟ Stall in all the itineraries possible, during “Vote for Seven Wonders of the World” poll times 28
    • Distribution 29
    •  Direct Marketing Channel 1. Corporate offices at active locations 2. Online via official website 30
    • Environmental Strategy 31
    •  Our guides will carry portable trash bags 32
    •  Memorial tree plantation activity (optional) by the tourists 33
    •  Voluntary Beach Cleaning event on Environment Day 34
    • Sales Projections 35
    •  Penetrated Market: 32% Target Market: 70% Invested Capital: BDT 4 Crore (apprx.) 36
    •  Yearly Sales Target(YST): BDT 90 lakh YST Accomplishment Estimate: BDT 80-85 lakh Break-even Period: 5.5-6 years 37
    • Estimated Total Yearly Sales: BDT85/90,00,000Estimated Total Profit: BDT 20,00,000Estimated Total Yearly Expense: BDT 11,50,000Estimated Yearly Net Profit: BDT 8,50,000 38
    • Operational Issues 39
    •  Expansion Strategy 1. Adding an extra location to explore every year 2. We wish to include extra features to our packages every year. 3. After break-even is reached and substantial revenue is earned resorts will be built in tourist hot spots 40
    •  Natural disaster affecting key locations resulting in declining sales Climate changes affecting the natural beauty of specific regions during specific times of the year Terrorism, civil unrest poses negative vibe for tourists There is a high rate of employee turnover in this industry due to lack of competence 41
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