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 MKT 202                            Principles of Marketing Varqa Shamsi Bahar Lecturer School Of Business, BBA Progr...
Group Name: PentaWitz           Members:Mahjabeen Ashraf (121 1099 030) Shafayat Habib (121 0170 030)  Tanvir Ahmed (121 0...
 Our business idea is to create a travel guide company to guide  the tourists from home and abroad to explore and experie...
 Although Bangladesh is a small country many locations havestill remained unexplored by both local and foreign tourists ...
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...
 Foreign Exchange Earnings from tourism in the year 2010     is tk.6122.48 million which is 16.28% more than that of     ...
 Tourism industry in Bangladesh is in GROWTH stage of PLC grid                                                           ...
Competition Bangladesh Parjatan Corporation    Guide Tours Ltd.       Tiger Tours BD          Bangladesh Eco-Tours   ...
Marketing Strategy                     13
 Demographic Segmentation Based on Age: Young and Old(generation X &Y) Based on Income: Middle class & Upper Middle Cla...
 Differentiated Targeting We offer both differentiated ready made and tailor made  tour packages for each demographic gr...
Social Class SEC B             Social Class SEC C 13.28% of Total population    15.67% of Total population He/She is a ...
 Service Differentiation:      ideal blend of adventure and                             exploration with comfort and     ...
 Package Dependent:       More for More (for Tailor made packages)       More for Same (for Readymade packages)        ...
Marketing Mix                19
1. Core Customer Value• unique enjoyable experience during leisure through our  specialized tourist services2. Actual Serv...
Features:                           Design:                      to generate pleasant personal       strong focus on the a...
3. Augmented Service            Option of collecting the printed pictures             taken throughout the travelling per...
Cox‟sBandarban            BazaarSundarban   Sylhet                     23
 Pricing Strategy:         Value Added Pricing Strategy         Market Skimming                                        ...
 Includes:                                        Doesn’t Include: All entrances as per itinerary                   Pe...
 Bill Boards    Social Networking Sites                                      26
 Flyers, Brochures(esp. in              5Star hotels)                               TV advertisements                   ...
 Other promotional campaigns: Discounts in tourism peak seasons Print media Pop up adds in  http://www.rehab-bd.org/* ...
Distribution               29
 Direct Marketing Channel           1. Corporate offices at active locations           2. Online via official website    ...
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.)                                      ...
 Yearly Sales Target(YST): BDT 90 lakh YST Accomplishment Estimate: BDT 80-85 lakh Break-even Period: 5.5-6 years      ...
Estimated Total Yearly Sales:     BDT85/90,00,000Estimated Total Profit:           BDT 20,00,000Estimated Total Yearly Exp...
Operational Issues                     39
 Expansion Strategy 1. Adding an extra location to explore every year 2. We wish to include extra features to our package...
 Natural disaster affecting key locations resulting in  declining sales Climate changes affecting the natural beauty of ...
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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.

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Marketing Presentation by PentaWitz - Tourism related business idea

  1. 1. 1
  2. 2.  MKT 202  Principles of Marketing Varqa Shamsi Bahar Lecturer School Of Business, BBA Program North South University 2
  3. 3. 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
  4. 4.  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
  5. 5.  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
  6. 6. DATA TO JUSTIFYBUSINESS OPPORTUNITY 6
  7. 7. 7 Visit by Tourists in the year 2007
  8. 8. 8 Annual income from tourism industry from 2003-2010*
  9. 9.  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
  10. 10.  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
  11. 11.  Tourism industry in Bangladesh is in GROWTH stage of PLC grid 11
  12. 12. Competition Bangladesh Parjatan Corporation  Guide Tours Ltd.  Tiger Tours BD  Bangladesh Eco-Tours  Other Local Travel/Tour Guides 12
  13. 13. Marketing Strategy 13
  14. 14.  Demographic Segmentation Based on Age: Young and Old(generation X &Y) Based on Income: Middle class & Upper Middle Class 14
  15. 15.  Differentiated Targeting We offer both differentiated ready made and tailor made tour packages for each demographic group in each region 15
  16. 16. 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
  17. 17.  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
  18. 18.  Package Dependent: More for More (for Tailor made packages) More for Same (for Readymade packages) 18
  19. 19. Marketing Mix 19
  20. 20. 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
  21. 21. 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
  22. 22. 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
  23. 23. Cox‟sBandarban BazaarSundarban Sylhet 23
  24. 24.  Pricing Strategy: Value Added Pricing Strategy Market Skimming 24
  25. 25.  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
  26. 26.  Bill Boards  Social Networking Sites 26
  27. 27.  Flyers, Brochures(esp. in 5Star hotels)  TV advertisements 27
  28. 28.  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
  29. 29. Distribution 29
  30. 30.  Direct Marketing Channel 1. Corporate offices at active locations 2. Online via official website 30
  31. 31. Environmental Strategy 31
  32. 32.  Our guides will carry portable trash bags 32
  33. 33.  Memorial tree plantation activity (optional) by the tourists 33
  34. 34.  Voluntary Beach Cleaning event on Environment Day 34
  35. 35. Sales Projections 35
  36. 36.  Penetrated Market: 32% Target Market: 70% Invested Capital: BDT 4 Crore (apprx.) 36
  37. 37.  Yearly Sales Target(YST): BDT 90 lakh YST Accomplishment Estimate: BDT 80-85 lakh Break-even Period: 5.5-6 years 37
  38. 38. 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
  39. 39. Operational Issues 39
  40. 40.  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
  41. 41.  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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