Swot Analysis of Bangladesh Tourism

THE SWOT ANALYSIS OF TOURISM DEVELOPMENT IN BANGLADESH

THE SWOT ANALYSIS OF
TOURISM DEVELOPMENT IN BANGLADESH

Based on a Study of
MARKETING MANAGEMENT

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TERM PAPER ON

THE SWOT ANALYSIS OF
TOURISM DEVELOPMENT IN BANGLADESH

SUBMITTED TO
MD. ABDULLAH
Assistant Professor
Department of Marketing
Comilla University

SUBMITTED BY
MD. SHAHADAT HOSSAIN SUNNY
Exam Roll No: 01 001
Registration No: MKT 07 322
MBA, 1st Semester
Comilla University

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DATE OF SUBMISSION
October 16, 2012

DEPARTMENT OF MARKETING
COMILLA UNIVERSITY

LETTER OF SUBMISSION

October 16, 2012

Md. Abdullah
Assistant Professor
Comilla University

Subject : Submission of Term Paper.

Dear Sir,

By the grace of Almighty Allah, the most benevolent and merciful, I have been
successful to complete this report.

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Here is the report on “The SWOT Analysis of Tourism Development in
Bangladesh”. It gives me immense pleasure to submit the report to accomplish
the partial requirement of M.B.A program. Preparing of this report helps me to
gather experience and knowledge that would be needed for us to meet today’s
challenging job market. My effort will be highly glad if any one find it interesting
and a effective one.

I sincerely believe that the findings of this report may help to the academicians,
students, researchers as references. For any kind of explanations and clarifications
of any part of this report, please make me oblige by contact. I sincerely hope this
report will receive your attention and approval.

Sincerely yours

Md. Shahadat Hossain Sunny
Exam Roll: 01 001
Registration No: MKT 07 322
MBA, 1st Semester
Comilla University

ACKNOWLEDGEMENT

On the very outset, I would like to express my deepest gratitude to Almighty Allah for
bestowing me the ability to complete the Term Paper on “The SWOT Analysis of
Tourism Development in Bangladesh”

I would like to express my gratitude to all the people that were involved both directly
and indirectly in the preparation of this report. I apologize to the people whose names
that I have not mentioned, and their contribution is highly appreciated by me.

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My heartiest gratitude to all whom have successfully, sincerely and constructively
assisted me in preparing this report in a benefiting manner. I would like to extend
thanks to the honorable Chairman Md. Abdullah, Assistant Professor, Department of
Marketing, Comilla University for his guidelines and valuable insights regarding the
preparation and completion of the report. More specifically, I would like to thank him
for imparting his time and wisdom.

Finally, I want to thank my parents and my friends whose influence and inspiration
has enabled me to complete this report. At last I shall be grateful to those persons
who read this report and who shall get benefit from this report at present and in
future.

CONTENTS

• What is Swot Analysis………………………………………..….………..…….06
• Tourism in Bangladesh……………………….………….……….……….…….07
• SWOT Analysis of Tourism Development in Bangladesh…………08
• Strengths of Tourism Development in Bangladesh…………………08
• Weaknesses of Tourism Development in Bangladesh…………….09

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• Opportunities of Tourism Development in Bangladesh………….10
• Threats of Tourism Development in Bangladesh…………........10
• Outcomes of the SWOT Analysis…………………………………………….11
• Bibliography…………………………………………………………………………….12

What is SWOT Analysis?__________________
SOWT Analysis is the technique through which managers create a well planned
overview of the organization’s total strategic situation.

The SWOT analysis comprises of the Organization’s internal strength and
weakness and external opportunities and threats. SWOT analysis gives an
organization an insight of what they can do in future and how they can compete
with their existing competitors. This tool is very important to identify the current
position of the organization relative to others, who are playing in the same field
and also used in the strategic analysis of the organization.

Both manufacturing and service oriented business organizations start to possess
some weaknesses as time elapses. The weaknesses of an organization can be
turned into opportunities if recognized on time. Moreover, overlooking any threat
may result in loosing valuable business opportunities. For this reason, an

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assessment of every business organization is required to judge the performance
from the aspects of its strength, weakness, opportunity and threat.

Strengths Weaknesses

Opportunitie Threats
s

The usefulness of SWOT analysis is not limited to profit-seeking organizations.
SWOT analysis may be used in any decision-making situation when a desired
objective has been defined. SWOT analysis can also be used in pre-crisis
planning, preventive crisis management, corporate planning, marketing, and
even human resource development.

Tourism in Bangladesh___________________

Tourism has considered as the world’s largest and rapid growing industry of
modern business world. It has a vital influence on economic development of a
country. Bangladesh is a new tourist destination on the map of the world.
Bangladesh has enormous potential to develop tourism because of its attractive
natural beauty and rich cultural heritage. Tourism can add value in the
Bangladeshi economy if proper marketing plan and strategy can be built and
implemented for this purpose. However, this industry fails to reach its destination
due to adequate marketing practices.

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Today tourism is the most advantageous and up-to-date business all over the
world. It has become one of the major international trade categories. For many
developing countries, it is one of the main income sources and the number one
export category, creating much needed employment and opportunities for
development. Bangladesh has a great opportunity of become as a tourist nation.
The tourism industry offers more employment opportunities than other
industries. With the growth of population in the country, the problem of
unemployment has become acute. Thus, in view of the fact that Bangladesh has a
labor-intensive economy the creation of more employment opportunities is
essential. The tourism industry can create employment opportunities and a
productive labor force to a greater degree than other sectors.

Bangladesh is trying to develop her tourism status to compete in local and global
market. Tourism is one of the main roots of developing the country’s economy
and as well as skilled professional human resource. Governmental and non-
Governmental institutes can keep such a vital role by giving emphasis on tourism
marketing.

SWOT Analysis of Tourism Development
in Bangladesh__________________________

On the basis of primary and secondary data I have done the SWOT analysis. The
Strength, Weakness, Opportunity and Threat (SWOT) analysis of Tourism
Development in Bangladesh is as follows:

Strengths of Tourism Development in Bangladesh

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Strength is a resource skill or other advantage relative to competitors and the
needs of the markets a firm serves or expects to serve.

The strengths of Tourism Development in Bangladesh are given below-

 Bangladesh is unique for its natural resources.
 She has the largest sea beach in the world.
 Bangladesh is renowned for its archaeological and historical places.
 She has unique natural beauty and greenery.
 Nation famous for hospitality.
 Rich cultural heritage and religious harmony.
 Bangladesh can be reached by air from any part of the world. Biman, the
Bangladesh Airlines connects Dhaka with about 30 major cities of the
world.
 She has the accommodation facilities available throughout the country.
Rupushi Bangla, Radisson, Westin and Panpacific hotel chains are in
operation in the capital city.

Weaknesses of Tourism Development in Bangladesh

A Weakness is the limitation of deficiency in resources skills or capabilities that
seriously impedes a organization’s effective performance. Like these, Tourism
Development in Bangladesh also has some Weaknesses.

The weaknesses of Tourism Development in Bangladesh are given below-

 Tourism sites are not properly explored, extracted and managed.
 Lack of investment.

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 Low quality services.
 Lack of safety, security and hygiene.
 Lack of infrastructural development.
 Visa requirement and complex visa procedures.
 Absence of sales plan and public relation activities.
 Lack of private initiatives in tourism development.
 Bangladesh cannot offer tourist products and destination packages
exclusively to local and foreign tourists. As a result, tourists have to go back
to their home with low level of satisfaction.
 The number of supply chain member in the tourism industry is not
sufficient to build up a strong base.
 Small number of tour operators, inefficient national airlines, and
insignificant role of travel agencies.
 Shortage of professional guides.
 Price of some tourism components like the star and standards hotel rooms,
food items, package tours and river cruise programs are much higher than
those of neighboring countries like India and Nepal.
 Lacking of promotional and marketing activities of tourism by both public
and private sector.

Opportunities of Tourism Development in Bangladesh
Tourism has vast opportunities in Bangladesh. The opportunities of Tourism
Development in Bangladesh are as follows-

 Due to globalization scope for dissemination of information and
communication media.
 Scope of making the tourist spots more attractive.
 Research and development to attract more tourist and making favorable
tourism policy.
 Development of tourism culture.

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 Arrangement of international events like World Cup Cricket, Football, etc.

Threats of Tourism Development in Bangladesh
Tourism in Bangladesh also has some threats. The threats of Tourism
Development in Bangladesh are as follows-

 Political Instability of the country.
 Harassment by the police and the broker in the airport.
 Language barrier of the people of the country.
 Conservative social and religious systems.
 Strong competition within the region, barriers to overcome the image crisis
of the country.
 Lack of awareness among the mass people regarding the benefits of
tourism both locally and internationally.
 Illegal hunting and fishing in Sundarbans create loss of valuable wildlife.
 Absence of sufficient trained safe guards in the beaches to aware and save
the tourists in case of emergency.
 Shortage of sufficient accommodation, food and beverage services and
other amusement services.
 Tourists presently hold misconceptions about Bangladesh as a tourist’s
destinations. Foreigners now know Bangladesh as a country of poverty,
baggers, flood, political unrest and corruption
 Absence of proper tourism policy
 Political collision between tribal and Bengali people

Outcomes of the SWOT Analysis_____________

Considering the SWOT analyses, the present study attempts to outline the
following suggestions for the betterment of the tourism industry in Bangladesh.

• Positive image of our tourism industry must be expressed by our
diplomats, ambassadors, consular representing Bangladesh in different countries
of the world.

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• Billboard, leaflets, brochure, magazines and other promotional materials
can be displayed in different places in home and abroad.

• Local people have to be informed about the attractions rich in history,
culture, and heritage.

• Different beaches, rivers and other wetlands have to be converted with
various establishment activities like river cruise, boating, beach volleyball,
waterskiing, fishing, etc. along with boatel based food and accommodation
specially in Sundarbans area.

• Adventure tourism like trekking, hiking, mountaineering, hunting in
different hilly areas must be established by building up different clubs and
organizations.

• Tourist fair can be arranged in an adequate number in home and abroad to
inform the latest updates of our tourism products, services and overall tourism
industry to attract the tourist.

• Government can formulate long term and short term master plan for the
overall tourism development by growing interest to the investors and commercial
organizations.

• Both the foreign and the private sectors’ investment are quite insufficient
in tourism. This paper suggests taking necessary policies to attract these
investments.

These are the outcomes of the SWOT Analysis of Tourism Industry in
Bangladesh.

BIBLIOGRAPHY

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 Philip Kotler, “Marketing Management”
 Philip Kotler & Gray Armstrong, “Principles of Marketing”
 Class Lecture on SWOT Analysis.
 “Bangladesh Parjoton Carporation” Publications.
 Bangladesh Tourism Development Board Reports.
 News paper articles on Tourism Bangladesh.
 Bangladesh Tourist Guide.
 Web site: Official Website of Bangladesh Parjoton Corporation
www.bangladeshparjatoncorporation.com

~ THANK YOU ~

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Swot Analysis of Bangladesh Tourism

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