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STC
SOUTH THAMES COLLEGE
Name: Kowshick Ahmed
Student Number: 1323795
Course: HND in Travel and Tourism
Unit: 11 Travel and Tourism Entrepreneurs
Submitted To: Harpreet Singh Kohli
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Business Plan Contents
PARADISE HOLIDAY VILLA
Executive Summary---------------------------------------------------------------------------------------------------------------3
Business Objectives --------------------------------------------------------------------------------------------------------------4
Business Aim-----------------------------------------------------------------------------------------------------------------------5
Key Personnel ---------------------------------------------------------------------------------------------------------------------6
Business Description-----------------------------------------------------------------------------------------------------------7-9
Tourism Market in Dhaka---------------------------------------------------------------------------------------------------9-10
Unique Selling Product (USP) ------------------------------------------------------------------------------------------------11
Porter’s Five Forces-------------------------------------------------------------------------------------------------------------11
Market Research & Analyze---------------------------------------------------------------------------------------------------12
Market Description---------------------------------------------------------------------------------------------------------12-13
Market Segmentation------------------------------------------------------------------------------------------------------13-14
Target Market--------------------------------------------------------------------------------------------------------------------14
Analyze Competitor-------------------------------------------------------------------------------------------------------------15
Diverse Competency------------------------------------------------------------------------------------------------------------16
Strategies--------------------------------------------------------------------------------------------------------------------------16
Market Plan-----------------------------------------------------------------------------------------------------------------------17
Promotional Strategies---------------------------------------------------------------------------------------------------------18
Financial Sources----------------------------------------------------------------------------------------------------------------18
Cash Flow (2018) ----------------------------------------------------------------------------------------------------------------21
Cash Flow Five Years------------------------------------------------------------------------------------------------------------22
References------------------------------------------------------------------------------------------------------------------------23
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Executive Summary
Bangladesh has intentional position in ASIA whereby business from Pakistan and India see great
potential. With inexpensive employee and impartially secure situation, Bangladesh has become low-cost
industrial hub and many industries from adjacent countries have been repositioned to Bangladesh. India
was the important source market for advents in Bangladesh 2012 and the main reason for this are the
vocation links between the two continents.
Bangladesh is currently not a significant world endpoint country. With two major cities Dhaka and
Chittagong. It lacks both an organization (road and rail network, airfields, manure system). Most global
visitors from the industrial nation of the world are there for corporate or as optional if from the United
Kingdom to stopovers friends and family.
Directly Bangladesh has direct contribution to Travel and Tourism to GDP, it was BDT 193.0bn (2.1%) in
2012 and is forecast to raise by 7.7% in 2013 and raise to 6.4 pa, from 2013-2023 to BDT 384.7 billion in
2023.
Bangladesh Travel and Tourism Business is being developing day by day, but internationally it is not that
much developing. Because lack of communication system, better accommodations for inbounds tourist
and experience travel agency and travel guides. But in spite of having those problems Bangladesh
Tourism Board are working hardly to develop their Tourism sites. Dhaka is the capital of Bangladesh.
Though it is one of the Tourism Place for other continent of Bangladesh; my Business idea is to build a
Tourist based Hotel in Dhaka at MIRPUTR, because all inbound tourist they don’t have interest to stay
here for better hotel as they want. Though Dhaka is a capital city but it doesn’t have good
accommodation hotel for Inbound tourist, so my business will based on these inbound tourism to build a
better accommodation for them and this Hotel will be an Enclave hotel for all types of tourist as
Bangladeshi tourist or tourist from other countries as well.
Paradise Holiday Villa
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Business Objectives
Tourism Business in DHAKA city is being growing day by day by attracting the tourist sites of Dhaka. But
Tourist business in Dhaka city need to develop more to get more tourist as their guest, to get more
International money and to make DHAKA as a tourist sport in front of other countries. Paradise Hotel
Villa will be one of the Tourist hotel as well as serving customer by providing better facilities and
providing customers with good scenario of DHAKA Tourism. So for that, our aim of this Hotel business
will be attracting more International tourist to stay and have a good experience about the capital of
Bangladesh DHAKA and spent their money on this Tourist attraction. But my main target will be
satisfying our customers though they are Inbound or Outbound tourist. But primarily my business aim
will be adding value and in private sector this will involve to make profit. To achieve these objectives and
aims for my business I will have some strategies to get them, those will be:
 Get 10% Market Share: By attracting tourist with more facilities and providing better service by
2018 I will have 10% market share in Tourism Sector.
 Creating 1000 Jobs: After starting my business I will need more people to run this business. By
this people will get opportunity to get employee themselves. And it will create nearly 1000 jobs
for people.
 Opening Two-Three Branches in Five Years: As a new entrant in business as a first step I have to
make my position to make profit. After that my second step will be expanding my business by
two/three branches in DHAKA city.
 Increase 35% Profit in 2nd
Year: Any business takes one year to get market position, so when I
will get market position my aim will be increasing profit by monthly, in second year I will
increase this profit nearby 35%.
For my Hotel Business I will named it as Paradise Holiday Villa that will be Enclave Tourism Hotel and it
will be a Tailor Made Hotel as well. Because people from all around the world wants to spend their time
for holiday and they are ready to pay that much for their travelling. But Hotels of that city they are not
aware about their customers and not aware about Enclave and tailor made tourism as well. So as a
business man my target is my customers, to satisfy them, providing them with all types of facilities what
actually they need. And make a new Image for Travel and Tourism in Bangladesh.
Get 10% Market Share.
Creating 1000 Jobs foe Unemployement People.
Opening Two-Three Branches within Five Years.
Increase 35% Profit By 2nd Year.
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Business Mission
For getting more popularity and better position in Tourism we need have some business mission so we
will have business mission as well. Without mission and target it is impossible to reach that goal.
Paradise Holiday Villa will provide better service’s than other Hotel’s in Dhaka city. It will be one of the
one of the best tourist hotel in Dhaka city by providing better services and providing customers with
good services. Aim of Paradise Holiday Villa will be;
 State-of-the-Art Living: People from all over the world visits rapidly, to spent their holiday or
leisure time. Paradise Holiday Villa will give tourist a heavenly view to their travelers by
providing the natural beauty of Bangladesh. So, tourist they have to come again and again to
enjoy this beauty.
 Rapid Advancement in Technology: In business I have to face competitors, and I have to be
unique than others, for that I will take more responsibilities in Technology.
Such as; In front of hotel there will be no guards, it will be electronic system, or they will contact with
staff by using telephone. That we will provide in front of our hotel.
While travelers will enter their room door will open by itself, travelers will be allow to switch off/on
light-fan everything by remote.
 Employee Satisfaction: Employee who will work for my organization they will get holiday pay,
even though they will get promotion every year based on their performance, making better
working environment for them.
 Higher Customer Service: For my business customer is my king, till they are happy I will be able
to make profit. To make them happy I have to make sure about my customer service. I have to
make sure that they are getting better services. Whatever they are asking, providing them with
those as soon as possible. Along that, when they will come to our hotel welcoming them with
greeting card.
Business
Mission
State-of-the-Art Living.
Rapid Advancement in Technology.
Employee Satisfaction.
Higher Customer Service.
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Key Personnel
Details of owner(s): Obviously though it is Travel and tourism business so my first target is that, there
will be no partnership but in case if I need financial support from anyone then I will include partner but
it will be blood related person, they have to be from my family, such as my father or my younger brother
and so on from my family as a partner.
Details of Owner: Kowshick Ahmed.
Name: PARADISE HOLIDAY VILLA.
Place: DHAKA (Capital of Bangladesh)
Key Skills Brought to The Business: Customer satisfaction and make a new image for Travel agency.
Other Key Personnel (Including Shareholders):
Name: MD. Farid Ahmed, Abu Hena MD. Ferdous.
Relationship: Family Members (Blood Related).
Business Experience: MD. Farid Ahmed (Five Years as a Hotel Owner).
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Business Description
Paradise Hotel Villa is a business proposition which I am proposing where I want to make it as a tourist
hotel for all types of International and National tourism, along that for all ages and all types of people.
People living and visiting Bangladesh come to the Capital city DHAKA to spend their HOLIDAY times and
their leisure time as well. But the fact is that, they can’t get a better place to stay and have to good time.
On the other hand hotel business in Bangladesh; owner of any hotel they are facing various types of
problems such as quality problems in hotels, Market Competition, Better facilities, Political Problems,
Cultural Problems, Financial problems and so on. Bangladesh is a nature of beauty and it is Story of
nature. But most of the tourist spots are in DHAKA the capital of Bangladesh, such as; DHAKA is one of
the most historical place and natural beauty of world. Dhaka it has lots of Historical Places, Sculpture,
House of Kings of ancient times, world’s largest sea beach Cox’s Bazaar, National Botanical garden,
National Zoo. These places are not that much far than each other but among these places there is no
Hotel for travelers to stay and spent their time. But the fact is that, hotel owners though they are
having a lot of problems they are not aware about their reputation and their natural landscape that they
can use to attract customer. Though my business is a Hotel business which will be named as Paradise
Hotel Villa, which relates to paradise for tourist visiting Bangladesh. This hotel will take place in MIRPUR
the center of DHAKA. And this Hotel will include some exclusive factor than other hotel, such as;
 Enclave Tourist Hotel: Tourist come from one destination to another to spent their holiday, but
sometimes they don’t know about this place as much they know about their local area.
Sometimes it is quite impossible to take everything that you want to take everything with you.
So Paradise Hotel Villa it will be a Enclave Tourist Hotel, so tourist when they will arrive in this
hotel from that time they don’t have to go outside for their necessary things as want or they
need which is important for them. For instance; Coffee shop, Clothing Shop, Food shop, Beauty
Parlor for Women’s, Cultural Show based on Bangladesh, Swimming Pool, Spa and so on. So, if
any customer they want to relax they can do it inside of this hotel so it will bring extra income
for that hotel as well. Still now not only in BANGLADESH but also in all ASIAN countries they are
not aware bout enclave tourism. If we can start this tourism business through Paradise Hotel
Villa then we can attract more tourists from DHAKA and from other continent of ASIA as well. As
a graph we can predict yearly how many tourist we can attract then in our hotel, in 2018 our
prediction is that we will have 10,000 Tourist as our guest, next following year in 2020 we will
have 17,000 guest and in 2025 hopefully we will have 2050 Tourist as a guest in our hotel, below
there is a flow chart of that;
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Graph; Prediction of Tourist
 Tailor Made Tourism: When this Hotel business will be repudiated to customers, then after
management meeting of hotel we will provide Tour packages to our customers. And obviously it
will be travel made tourism. Tourist how they want to visit and places they want to visit it will be
available for them, and cost will based on the prices and packages, such as; Family Package,
Student packages, Golden Package, Silver Package. Included packages will be very from another.
Now this is 2014, and this era is faster and more developed than past. In a research (2011) it is shown
that types of people are travelling most. If we take a look below pie chart then we can see what types of
traveller travelled most last year;
0
1
1
2
2
3
3
4
4
5
5
2018 2020 2025
Thousands
Tailor Made Tourism in DHAKA
Paradise Holiday Villa
0
500
1000
1500
2000
2500
2018 2020 2025
2025
2020
2018
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Fig: Types of Travellers
In above pie chart it is showing that 50% people those are middle age married/divorced/widowed with
independent children they are travelling most than other group, where young and single people with no
responsibilities are travelling only 30%, on the other hand married/divorced with no children are
travelling less than others.
So, my target market for tourist will be Family and students because now days these types of travelers
are travelling most than other.
Tourism Market in Dhaka
Dhaka is the capital and one of the largest City of Bangladesh. It is well known to ASIA by its colorful
history and rich cultural traditions. It is known worldwide as the city of mosque and natural landscape. It
is located in the center of the country. And along those, it made colorful itself in six seasons differently.
Along that, Dhaka has most popular paces to visit and get good memories, those are;
Pic; Tourist Places in Dhaka
Ahsan Manjil Lalbag Fort
Central Shahid
Minar
National Museum
Mukti Zoddha
Museum
Bangabondhu
Memorial Meseum
Science Meseum Poet's Graveyard
Ramana Children's
Park
Suharwardy Uddyan Banga-Bhaban Parliament house
Novo Theatre Curzon Hall 1857 Memorial
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Thomsen (2010) argued that although Bangladesh is still in the nascent stage of developing and
international tourist industry, responsible for hospitality industry could be one solution to the many
social and environmental challenges that the country is currently facing. According to World Travel and
Tourism Council (2010) the Travel and Tourism Economy is forecast to grow by 4.4% per annum in real
terms between 2010 and 2020, supporting over 300 million jobs by 20020.
According to Bangladesh Monitor (2010) the Bangladesh Protected Tourism Area and Special Tourism
Zone Bill 2010 was passed in National parliament on June 27th 2010. The bill was introduced with a
proposal to declare such areas as tourism protected areas through gazette notifications. The bill
proposed special tourism zones and control and run the areas under initiatives of the government or
non-government and autonomous organizations, statutory bodies or individuals.
The contribution of travel and Tourism to gross Domestic product in Bangladesh is expected to raise
from 3.9% in 2010 to 4.1% by 2020.
Year Arrivals
[Millions]
Change
[Percentage]
Receipt
[US$ Billion]
Change
[Percentage]
2003 697 --- 524 ---
2004 761 9.18 633 20.80
2005 803 5.22 680 7.42
2006 847 5.48 742 9.12
2007 903 6.61 856 15.36
But the fact is that most of those places are in Mirpur, but in Mirpur there is no Hotel for tourist to stay.
So if we can make our Hotel in Mirpur so we can attract more people and can make more profit.
By references of WTO; in 2010 Dhaka city got 1, 50, 00 tourist which been increased in 2012, and it
became to 2, 00, 23, by this references it can say that Tourism in Dhaka city is increasing day by day.
Graph; Increasing of Tourist in Dhaka
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Science Museum Novo Theater Ahsan Manjil Banga Bhaban
Tourism in Dhaka
2015
2012
2010
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Unique Selling Product
Before we start to sell our service to any customer, we have to sell our self on these. It is especially
important when our product or service is likely similar to others around our business. So Paradise
Holiday Villa needs to be one-of-a-kind. Key of any effective selling is advertising and better marketing
that known as Unique selling product .Many organizations with many years with unique selling products
are taking more years to make a product as a unique which will make their selling product high. As a
customer when they book any hotel they don’t know about the place and the service of the hotel is
providing. Paradise Holiday Villa will provide their customers to check everything before they book that
hotel. Paradise hotel villa will include enclave tourism, in here they don’t have to be worry for their
necessary things, they will get everything whatever they want, such as Clothing shop, Swimming pool,
Gym, Sports Center. So, I think that it will attract more customers than others. So, as a new business our
unique selling product will be Online selling, such as-if anyone book our hotel through online then they
will get 35% discount on food, along that seasonal selling as well.
Porters Five Forces
Porter’s five forces model for inexpensive investigation for tourism sector of competitive analyze is done
for tourism segment of the republic which is given below:
 Competitive Rivalry between Suppliers: Both government and private ingenuities for emerging
commercial actives in the tourism subdivision should be utilize to deliver better facilities to the
tourism. Initial from natural landscape, ancient places, good hospitality and health organization,
tourist for spiritual places performances must be decided. We have to make sure that, prices for
tourist related products we are charging less than neighbor countries.
 Threat of New Entrance: In tourism business of Bangladesh the secluded and distant depositors
are unwilling to invest in tourism industry. We are new in Travel and Tourism market in
Bangladesh, so we have to be aware for new entreats. When new entrants come in market any
investors can easily chose their plan and invest their money on that project, so, we have to
make sure that while new entrants are coming to market we are aware about that, and use are
Discount
For
Studernts
Online
Selling
Seasonal
Selling
Gift
Voucher
12 | P a g e
taking better steps to protect them to keep our travelers to come DHAKA and to stay in our
hotel as well.
 Bargaining Power of Buyer: Tourist is the buyers of this industry. They should barware about the
facilities and the product with low prices and higher qualities. We have to inform our travelers
about our facilities and our updates. In terms of local tourist, we have to make sure we are
providing our latest facilities by advertisement and update through internet.
 Power of Suppliers: Departing tourist from China is expecting to surpass 100 million of traveler
in next four years. India is also stirring everywhere as tourist. So we have to attract our tourist
with improve relationship and communication system with China and India. It will be
considerate for us to tempt additional tourist. Tourist will be more striking by our better
facilities and inexpensive rate.
Market Research and Analyze
A new kind of hotel business is going to be introduced and developed in the market. Necessary
information has been gathered through in-depth interviews. A survey has been conducted to get all the
required information from the customers about their view, ideas, demands and needs. This information
will certainly be helpful for knowing the target market and better prospects of the new product.
For better business we done some market research those are;
 Gathering Information about Competitors: When we will start our business in Mirpur, firstly we
will gather information about other tour operating services in DHAKA. Types of services they are
providing. What types of facilities they are giving to travelers. Facilities for international tourist.
How often they are visiting any places.
 Market Competition: Before I start my business I will take an over view of selected are, about
the business competetation, location I choose, is it will be beneficial for my business, about the
communication system and transport system of that place.
 Data Analyze: I will be a new entrant of travel and tourism business, before I start my business I
have to analyze about the tourism spot. Such as- which place is more attractive? Location? And
so on.
Market Description
Throughout last five years (2006-2010) Bangladesh conventional a total number of 15, 29, 000 tourist
and made US$ 413.00 million. Alongside, WTTC statistics exhibited that in 2011, travel and tourism
straightly reinforced 1,329,000 jobs (1.9% of total employ) in Bangladesh. This is predictable to rise by
3.6% in 2012 and 2.9% a year to generate 1,840,000 occupations (2% of total employ) in 2022. The
country is tiresome from the examination of this manufacturing to charming more travelers’ to its
journey's end and to make more overseas currency from this sector. This statics on this manufacturing
shows that both the influxes and the paychecks from tourism in Bangladesh have augmented over the
past.
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Bangladesh has a population of about 150 million people. The current market size for hotel business
industry is near about 50,000 and the number is increasing at a large rate. There is wide market open for
various convenient types of services. Consumers are more conscious about the market situations along
with the services from hotel. Literally, there is a better prospect open for the customers of “Paradise
Hotel Villa”. Among the entire segments that we have on, a certain amount of customers will prefer our
Hotel the most and our services given as well.
Market Segmentation
After an in depth observation and analysis of the market along with the environment of the market we
have come across to the following segmentation:
Fig: A graphical presentation of Market Segmentation
Market segmentation plan plays a vital role in achievement of tourism promotion purposes. A tourist
market may be demarcated consistent to each tourist product. In that sense, we can describe market is
a set of real and possible buyers of all product. There are five segmenting variables; Geographic,
Demographic, Geo-Demographic, Psychographic and Behavioral (Kotler ET al.2002). Dhaka Parjatan
Corporation (DPC) expresses the policy to control the travel industry. To segment the bull's eye market it
highlight on two variables those are (i) Demographic Segmentation and (ii) Psychographic Segmentation.
Demographic segmentation is typically large for the reason that in this segment tourist invention can
attract a partial number of crowds and age delivers us depth material of tourist. By this segmentation
we comprehend about tourist’s individual attention, incentives, ambitions and feelings etc.
Demographic Segmentation for Global Tourists:
 Ethic Classify and Nationality: Maximum of the tourist upcoming from Europe, South Asia, USA,
Gulf Cooperation Council Countries, East Asia, Australia and so on.
 Age: Traveler groups are usually young and central age people; now and then kinfolks with
children and even discharged persons are coming from dissimilar places.
Tourism
Market
Segmentation
•Geographic
•Demographic
•Geo-Demographic
•Phychographic
•Behavioral
14 | P a g e
 Sex: Man, Woman both equally visits DHAKA.
 Religion: Muslims, Hindi, Christian are absorbed in their worried spiritual sites in DHAKA.
Psychographic Segmentation for International Tourist
Essentially demographic segmentation manages a massive and informal to recognize but the variables of
psychographic segmentation is so dep’t that is desirable to travel. The breathing design, day to day
actions and the entertaining item expended by the tourist is more imperative. For psychographic
segmentation clienteles special attention, pleased, sentiments and arrogances in the direction of
different types of holidays is significant. Therefore, DPC is trying to segmenting the market on the
foundation of the tourists Psychographic characteristics but not achievement. If they could distinguish
amongst these sections, they would be able to select suitable sections and grow as well as instrument
selling strategy for each selected objective group.
Target Market
Target marketing includes evaluate each market section desirability and choosing one or more segments
to enter. In that phase DPC distillate its marketing exertion on nearest tourist places in Dhaka.
After the investigation and analyzing all the segments, the target market has been determined in
accordance with the category of the product. The target consumers for “Paradise Hotel Villa” are
people, health aware individuals, sport personalities and tourists. The company has made a decision
about charging
 Tk.500 Pound for each person,
 Tk. 2,500 Pound for Family (4 people only)
 Tk. 4,000 Pound for Inbound Tourist,
 Tk. 3,500 Pound for Enclave Tourism Service, (it may vary from service to service)
 Tk. 2,000 Pound for Tailor Made Service, (Depends on Customer how they want)
In comparison with the price and service received, it is obvious that the service received is better in
value. Thus, the price we are charging is fair enough or justified.
The following graph provides a clear idea about the target market:
42%
35%
21%
2% Target Market
Tourist (Inbound/Outbound)
Family
Single Parents
(Divorced/Widow)
15 | P a g e
Fig: Pie Chart of Target Market
 Tourist -42%
 Family-35%
 Single Parents (Divorced/Widow)-21%
 Student/Other-2%
 Tourists: Every year 1, 54,000 million number tourists and visitors come to visit Bangladesh.
Along that people from village or other continent of Bangladesh come to Dhaka to visit the
Natural Beauty. So, we will introduce “Paradise Hotel Villa” to them by TV ads, Internet,
newspaper and so on.
 Family: People of Bangladesh used to travel a lot when they used to get holiday from their office
and children’s after finishing their study. That time they used to travel a lot and that time
DHAKA it turn itself as Treasure box of nature, (at the end of November). This time traveller
travel a lot so they can get Family package offer from “Paradise Hotel Villa” and easily spent
their holiday time with enjoy for sure.
 Single Parents: if we take a look in above pie chat then it will be clear to us, to make sure that
nearly 21% single people are travelling from here and there and they are not worry about
money, all they worry about their memory how much they can travel.
 Student/Other: Now days student not only from ASIA but also from other countries are
travelling for their study, because of experiencing something new. So, our target will be student
there we are not expecting that much but we can expect some international student as our
guest. For example; while they are coming to Bangladesh to visit and staying in “paradise Hotel
Villa” providing them with a travel guide.
 Ordinary Customers: Apart from all the segments stated above, general customers also capture
a huge share of the target market Competition
As before I described that, In Mirpur nearby there is no hotel, not a single hotel to stay for tourist. If I
have competition, so it can be with food shop, because in that area there are some food shop those
represents BANGALADESHI culture. But in any business competitor is essential. How far I think that,
competitor will bring me good favor, because than I have to take more steps to meet my goal.
Analysis of the Competitors
There are some repudiated Hotel businesses in Bangladesh in Dhaka. Some of them are doing this
business more than 20-30 years; some of them are international hotel business. But none of them are
providing Enclave Tourism Service or tailor made Tourism or Customer Care services, while “Paradise
Hotel Villa” is providing them, but I am seeing my competitor’s as my luck, But my competitors Hotel can
be;
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Diverse Competency
There is a huge chance that all these established companies can make an attempt to compete us by
introducing new hotel business in the market. But our business is totally new into the market. So we can
use this opportunity to gain competitive advantage. If other companies want to introduce some new or
similar product like us, they will some tome. In the meantime we can use all the opportunities to create
monopoly business. We have another advantage that our price is very much low. We will try to sell the
product lower the competitors. Along that, the services we are going to introduce to our Bangladeshi
customer such as Tourist based hotel service; it is totally unknown to them and the service they will get
from our hotel such as; providing customers with travel guide; make tour for customer as they want it
will be a great chance for us to make a better competition with others.
Strategies against the Competitors
To stay ahead from the competition we need to take some necessary steps. Some of the important
principles are given below:
Hotel De Meridian-35% Share On Market.
Richmond Hotel & Suites-20% Share On Market.
Hotel Pacific Dhaka-18% Share On Market.
Tropical Daisy-15% Share On Market.
The Westin Hotel Dhaka-10% Share On Market.
Strategies
Ensure
Higher level
of Service to
Create Brand
loyality.
Fair and
Responsible
Price.
Providing
best Quality
Service.
Better
Promotion
Activities.
Maintaining
corporare
social
responsibiliti
es.
Building
better
relationship
with
customers.
17 | P a g e
Market Plan
Pricing Strategies
For the development of the service we have to set a reasonable price. For setting a proper pricing policy
we have considered some important factors. Now I am going describe all those factors below:
Setting up the pricing objectives: Well, we have decided to take the company into a better position in
accordance with market offering. Maximizing market is one of our main intentions. In our perspective,
higher sales volume will certainly lower our production cost and will be helpful to create profit for a long
run. This low price strategy must be supportive to capture the maximum market share.
 Establishing Demand: Each price will direct to different level of requirement and at the same
time will have diverse impact on companies marketing goals.
 Estimation of costs: We have already settled a price for the service, which I already described
above and this price will be able to cover the cost of production, distribution and selling the
product. This also includes a fair return from its effort and risk.
 Cost Types and The level of production: For providing the service from “Paradise Hotel Villa”,
there will be two types of costs included.
The estimated fixed cost for our service for per person is 500BTD each (Food-150 BTD, Beauty, Spa,
Swimming, Gaming Zone- 80, Internet, TV, Electricity, Staff, Room Charge- 150) after charging all of this
we can get profit 120 each from customer. Above charges is for each person. Some important fixed costs
are- machinery, monthly bills, employee salaries and so on, depends on the output.
On the other hand, we have variable cost which includes food, promotions and so on. These costs are
likely to be constant per unit production.
 Comparison and analyzing competitor’s costs, prices and offer: Our analyzing and investigation
on competitor’s price shows that Richmond Hotel & Suites are charging 800 BTD for each
person.
 Choosing the Appropriate price method: Apparently, we have chosen target costing method for
setting the price of our product. This strategy suggests pricing that begins with reasonable
selling price on the basis of customers considerations. After this target cost will make sure that
the price is met.
Fixed Cost
Variable Cost
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Promotional Strategies
Promotional activities have an important role acquiring a strong market position. We need to use and
implement four of the marketing promotion tools in order to achieve maximum market share.
Advertising on mass media will be very helpful for the promotional purpose.
 Advertising: Basically, we will focus on newspaper advertisements, TV commercials, social
Medias and Internet as well. Because reaching the potential customers is much easier through
these Medias. We are expecting to create a better impact on teenagers and other individuals.
We have also decided to put the advertisement of “Paradise Holiday Villa” on neon signs and bill
board in some busiest points of the city, such as; Mirpur Stadium, Mirpur Zoo, Dhaka
International Airport. Hopefully, we can reach 80% of our customers through these efficient
advertising.
 Personal selling: In case of a Hotel business such as “Paradise Hotel Villa’ personal selling is
considered not that effective. Thus, we will try to encourage convenience store employees for
selling our product and at the same time we will ask them to talk about the feature of our
product while a customer is interested to buy some packages from them. Regardless, this will
help to boost our sales.
 Promotional Tools: We have decided to implement some promotional tools such as distributing
some free samples on the street and reduce the price during the trial period. This will help the
customers to be familiar with our product.
 Public Relations: We have some public relation activities in future such as seminars, cultural
functions and sporting events to improve public relations.
 Customer Service: We will try to provide best service to our valuable customers. We will try to
interact with our customers regarding the quality of our product. Any suggestion, ideas, advice
related with the product is always welcomed. If any of the product is defected or there is any
problem we will be happy exchange the product.
Financial Sources
For any business finance is a vital important thing, without finance it seems quite difficult to run
business ahead. For my Hotel business “Paradise Holiday Villa” obviously I will need finance to run my
business. To arrange money any time is a chance for business then I don’t have to look for my finance if I
know about my sources; finance sources can be two types those are;
Sources of
Finance
Internal Finance External Finance
19 | P a g e
Internal Source of Finance; Internal finance is cheaper, but expenditure of this currency on my business
means that I can’t use this money on other project like investing. Internal finance can be;
 Personal Saving; My first sources of finance will be my personal saving, because than I don’t
have to ask for loan to anybody and I can easily invest my money to business. And advantage of
that, profit of my business I don’t have to share with anybody.
 Working Capital; when I will start making profit from my business that time I can use my own
profit in my business to make it large. And it is totally risk free as well.
 Selling Asset; In terms of funding for my business when I will need huge amount of money that
time I can sell my house, can, land, machinery and so on to make capital for my business, that
will be risk free, quick funding without any hassle for sure.
 Loans from FnF; for my business I need large amount of funding, first I will try to manage it from
myself, if it is not enough for my business than I have to take money from my friends and family.
But in this case, this funding will be for short time because they can ask their money any time
they want, sometimes they can ask for profit as well.
If we take a look on internal finance for my business, we can see that we can easily take money for my
business, but the fact is that, if I use money from my personal saving than it will be risky for me, because
all of my own money will be on risk, Selling assets it comes on the same turn, because I am selling my
property to arrange money but in near future if I need money that time I won’t have nothing to manage
capital. Loan from friends and family, if I borrow money from them the disadvantage is that they can ask
for their money anytime. Working capital is a safe capital for my business because the profit I am getting
I am using that money for my business, so I don’t have to aware for money, because it is a profitable
business to I can manage money from there easily.
External Source of Finance; this types of finance will come from my outside of my business. It is basically
lending from someone else, it usually cost more as interest may be charged. External sources of finances
are;
Personal Saving
Working Capital
Selling Assest
Loans from FnF
20 | P a g e
 Mortgage: Mortgage is secured a contract that means the loan is secured on property and that
the party buying it will not own the property until fully paid. For the mean time my property will
be own by someone else who is giving me money, and if I can’t give the money in time, they can
sell my property at any time.
 Loans from Bank: Normally loans from bank have a repay over a set number of years with
interest. That interest I have to pay every month. It can be short term and long term as well. But
while I am making profit I have to pay their interest every month with a certain amount of
money.
 Retained Profit: Profit I will make from Paradise Holiday Villa that I profit I have to re-invest in
my business. Sometimes it is used to buy stock, and pay wages on a weekly basis.
 Grants: This is one type of money that will be given to firm by the government for my business.
But the advantage is that, this capital I do not have to repay.
 Venture Capital: While I will need large amount of money than I may have to sell my shares.
Some Investor will buy my share and they will ask for profit as well. Advantages of this finance
are that I can get money easily whenever I want. But thing is that, my business plan has to be
chosen to my investor as well, if they like my plan than they will invest their money on my
business plan.
If we take a look on external sources of finance for my business then we can see that, we can manage
money from Mortgage, Loans from bank, Retained Profit, Grants and Venture Capital. If I mortgage my
own property it is my own risk, if I can’t return their money in time then they will take my property so it
is risk finance. If we take loans from bank, benefit is that I am easily getting money; risk is also related
with bank. But sometimes it will be difficult to get a loan for my business. In terms of grants, this money
is paying bye government to a company, I can borrow their money but one advantage is that I don’t
have to repay this loan. For my business, for external finance I will take money from grants.
Mortgage
Loans From Bank
Retained Profit
Grands
Venture capital
21 | P a g e
Cash Flow 2018
Cash Flow for
Paradise Holiday Villa
Item January
2018
April
2018
July
2018
September
2018
December
2018
INCOME
Market Stall 20,000 25,000 30,000 28,000 34,000
Cash Balance B/FWD 30,500 --- --- --- ---
Total Income 50,500 25,000 30,000 28,000 34,000
EXPENDITURE
Food & Beverage 4,000 4,200 5,800 6,300 5,000
Insurance 2,000 2,000 2,000 2,000 2,000
Advertising
(On-line ,News Paper)
800 1,000 650 --- 750
Transport Cost 700 750 600 800 750
Admin and Expenses 1,500 1,500 1,500 1,500 1,500
Bank Loan Repayment 2,000 2,000 2,000 2,000 2,000
Rent property 3,500 4,000 6,000 5,000 ---
Equipment for Room 2,000 --- 1,000 --- 800
Marketing Department 1,700 1,500
HRM Department 2,000 2,000 2,000 2,000 2,000
Telephone & Internet 500 500 500 500 500
TOTAL EXPENDITURE 20,700 19,450 22,050 20,100 14,550
NET INCOME 29,800 5,550 7,950 7,900 19,450
22 | P a g e
Cash Flow for Five Years
The following table will show about the expected sales for the next five years.
Excepted Years
(Sales Per Year)
January June December
2018 29,800 35,300 42,500
2019 35,000 45,200 55,000
2020 50,000 53,000 67,200
2021 67,000 70,850 75,920
2022 72,000 78,000 80,500
Fig: Cash Flow for Five Years (EXPECTED)
0
10000
20000
30000
40000
50000
60000
70000
80000
90000
0
10000
20000
30000
40000
50000
60000
70000
80000
01/01/2018 01/01/2019 01/01/2020 01/01/2021 01/01/2022
Volume
Open
High
Low
Close
23 | P a g e
Biography
Joseph A. Schumpeter. Capitalism, Socialism and Democracy, Routledge (2012)
Wiltbank, R., Dew N, Read S., Sarasvathy, S., Strategic Management Journal 27(10), 981-998. (2006)
Sarasvathy, Causation and effectuation: toward a theoretical shift from economic inevitability to
entrepreneurial contingency. Academy of Management Review 26(2), (2001)
Dew (2009), Journal of business venturing 24(4)
G.N Chandler et al. Journal of business venturing 26 (2011) (p375-390)
Schumpeter, J.A 1934, The theory of Economic Development, Harvard University Press.
Schurenberg, Eric. “What is an entrepreneur? The best answer ever”. Inc.( 2012).
Humphrey, Albert. “SWOT Analysis for management consulting”. (2005)
“What is geographic segmentation”. Philip kotler, Kevin Lane Killer. Marketing Management, Prentice
Hall. (2006)
Gregson, Andrew. Pricing Strategies for small Business, Self counsel press (2008).
Philip Kotler and Gary Armstrong, Principles of Marketing , Pearson Prentice Hall (2010).
Sudhir Jain , Managerial Economics, Pearson Education (2009)
Clifton et al. “Target Costing, Market driven product design”, Marcel Dekker,Inc. (2004)
www.entrepreneur.com
www.managementstudyguide.com
www.boundless.com
www.boagworld.com
http://www.youtube.com/watch?v=QNUSIOMb6vI
http://www.youtube.com/watch?v=kAAT4-kmn5I

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Business Plan (Hotel)

  • 1. 1 | P a g e STC SOUTH THAMES COLLEGE Name: Kowshick Ahmed Student Number: 1323795 Course: HND in Travel and Tourism Unit: 11 Travel and Tourism Entrepreneurs Submitted To: Harpreet Singh Kohli
  • 2. 2 | P a g e Business Plan Contents PARADISE HOLIDAY VILLA Executive Summary---------------------------------------------------------------------------------------------------------------3 Business Objectives --------------------------------------------------------------------------------------------------------------4 Business Aim-----------------------------------------------------------------------------------------------------------------------5 Key Personnel ---------------------------------------------------------------------------------------------------------------------6 Business Description-----------------------------------------------------------------------------------------------------------7-9 Tourism Market in Dhaka---------------------------------------------------------------------------------------------------9-10 Unique Selling Product (USP) ------------------------------------------------------------------------------------------------11 Porter’s Five Forces-------------------------------------------------------------------------------------------------------------11 Market Research & Analyze---------------------------------------------------------------------------------------------------12 Market Description---------------------------------------------------------------------------------------------------------12-13 Market Segmentation------------------------------------------------------------------------------------------------------13-14 Target Market--------------------------------------------------------------------------------------------------------------------14 Analyze Competitor-------------------------------------------------------------------------------------------------------------15 Diverse Competency------------------------------------------------------------------------------------------------------------16 Strategies--------------------------------------------------------------------------------------------------------------------------16 Market Plan-----------------------------------------------------------------------------------------------------------------------17 Promotional Strategies---------------------------------------------------------------------------------------------------------18 Financial Sources----------------------------------------------------------------------------------------------------------------18 Cash Flow (2018) ----------------------------------------------------------------------------------------------------------------21 Cash Flow Five Years------------------------------------------------------------------------------------------------------------22 References------------------------------------------------------------------------------------------------------------------------23
  • 3. 3 | P a g e Executive Summary Bangladesh has intentional position in ASIA whereby business from Pakistan and India see great potential. With inexpensive employee and impartially secure situation, Bangladesh has become low-cost industrial hub and many industries from adjacent countries have been repositioned to Bangladesh. India was the important source market for advents in Bangladesh 2012 and the main reason for this are the vocation links between the two continents. Bangladesh is currently not a significant world endpoint country. With two major cities Dhaka and Chittagong. It lacks both an organization (road and rail network, airfields, manure system). Most global visitors from the industrial nation of the world are there for corporate or as optional if from the United Kingdom to stopovers friends and family. Directly Bangladesh has direct contribution to Travel and Tourism to GDP, it was BDT 193.0bn (2.1%) in 2012 and is forecast to raise by 7.7% in 2013 and raise to 6.4 pa, from 2013-2023 to BDT 384.7 billion in 2023. Bangladesh Travel and Tourism Business is being developing day by day, but internationally it is not that much developing. Because lack of communication system, better accommodations for inbounds tourist and experience travel agency and travel guides. But in spite of having those problems Bangladesh Tourism Board are working hardly to develop their Tourism sites. Dhaka is the capital of Bangladesh. Though it is one of the Tourism Place for other continent of Bangladesh; my Business idea is to build a Tourist based Hotel in Dhaka at MIRPUTR, because all inbound tourist they don’t have interest to stay here for better hotel as they want. Though Dhaka is a capital city but it doesn’t have good accommodation hotel for Inbound tourist, so my business will based on these inbound tourism to build a better accommodation for them and this Hotel will be an Enclave hotel for all types of tourist as Bangladeshi tourist or tourist from other countries as well. Paradise Holiday Villa
  • 4. 4 | P a g e Business Objectives Tourism Business in DHAKA city is being growing day by day by attracting the tourist sites of Dhaka. But Tourist business in Dhaka city need to develop more to get more tourist as their guest, to get more International money and to make DHAKA as a tourist sport in front of other countries. Paradise Hotel Villa will be one of the Tourist hotel as well as serving customer by providing better facilities and providing customers with good scenario of DHAKA Tourism. So for that, our aim of this Hotel business will be attracting more International tourist to stay and have a good experience about the capital of Bangladesh DHAKA and spent their money on this Tourist attraction. But my main target will be satisfying our customers though they are Inbound or Outbound tourist. But primarily my business aim will be adding value and in private sector this will involve to make profit. To achieve these objectives and aims for my business I will have some strategies to get them, those will be:  Get 10% Market Share: By attracting tourist with more facilities and providing better service by 2018 I will have 10% market share in Tourism Sector.  Creating 1000 Jobs: After starting my business I will need more people to run this business. By this people will get opportunity to get employee themselves. And it will create nearly 1000 jobs for people.  Opening Two-Three Branches in Five Years: As a new entrant in business as a first step I have to make my position to make profit. After that my second step will be expanding my business by two/three branches in DHAKA city.  Increase 35% Profit in 2nd Year: Any business takes one year to get market position, so when I will get market position my aim will be increasing profit by monthly, in second year I will increase this profit nearby 35%. For my Hotel Business I will named it as Paradise Holiday Villa that will be Enclave Tourism Hotel and it will be a Tailor Made Hotel as well. Because people from all around the world wants to spend their time for holiday and they are ready to pay that much for their travelling. But Hotels of that city they are not aware about their customers and not aware about Enclave and tailor made tourism as well. So as a business man my target is my customers, to satisfy them, providing them with all types of facilities what actually they need. And make a new Image for Travel and Tourism in Bangladesh. Get 10% Market Share. Creating 1000 Jobs foe Unemployement People. Opening Two-Three Branches within Five Years. Increase 35% Profit By 2nd Year.
  • 5. 5 | P a g e Business Mission For getting more popularity and better position in Tourism we need have some business mission so we will have business mission as well. Without mission and target it is impossible to reach that goal. Paradise Holiday Villa will provide better service’s than other Hotel’s in Dhaka city. It will be one of the one of the best tourist hotel in Dhaka city by providing better services and providing customers with good services. Aim of Paradise Holiday Villa will be;  State-of-the-Art Living: People from all over the world visits rapidly, to spent their holiday or leisure time. Paradise Holiday Villa will give tourist a heavenly view to their travelers by providing the natural beauty of Bangladesh. So, tourist they have to come again and again to enjoy this beauty.  Rapid Advancement in Technology: In business I have to face competitors, and I have to be unique than others, for that I will take more responsibilities in Technology. Such as; In front of hotel there will be no guards, it will be electronic system, or they will contact with staff by using telephone. That we will provide in front of our hotel. While travelers will enter their room door will open by itself, travelers will be allow to switch off/on light-fan everything by remote.  Employee Satisfaction: Employee who will work for my organization they will get holiday pay, even though they will get promotion every year based on their performance, making better working environment for them.  Higher Customer Service: For my business customer is my king, till they are happy I will be able to make profit. To make them happy I have to make sure about my customer service. I have to make sure that they are getting better services. Whatever they are asking, providing them with those as soon as possible. Along that, when they will come to our hotel welcoming them with greeting card. Business Mission State-of-the-Art Living. Rapid Advancement in Technology. Employee Satisfaction. Higher Customer Service.
  • 6. 6 | P a g e Key Personnel Details of owner(s): Obviously though it is Travel and tourism business so my first target is that, there will be no partnership but in case if I need financial support from anyone then I will include partner but it will be blood related person, they have to be from my family, such as my father or my younger brother and so on from my family as a partner. Details of Owner: Kowshick Ahmed. Name: PARADISE HOLIDAY VILLA. Place: DHAKA (Capital of Bangladesh) Key Skills Brought to The Business: Customer satisfaction and make a new image for Travel agency. Other Key Personnel (Including Shareholders): Name: MD. Farid Ahmed, Abu Hena MD. Ferdous. Relationship: Family Members (Blood Related). Business Experience: MD. Farid Ahmed (Five Years as a Hotel Owner).
  • 7. 7 | P a g e Business Description Paradise Hotel Villa is a business proposition which I am proposing where I want to make it as a tourist hotel for all types of International and National tourism, along that for all ages and all types of people. People living and visiting Bangladesh come to the Capital city DHAKA to spend their HOLIDAY times and their leisure time as well. But the fact is that, they can’t get a better place to stay and have to good time. On the other hand hotel business in Bangladesh; owner of any hotel they are facing various types of problems such as quality problems in hotels, Market Competition, Better facilities, Political Problems, Cultural Problems, Financial problems and so on. Bangladesh is a nature of beauty and it is Story of nature. But most of the tourist spots are in DHAKA the capital of Bangladesh, such as; DHAKA is one of the most historical place and natural beauty of world. Dhaka it has lots of Historical Places, Sculpture, House of Kings of ancient times, world’s largest sea beach Cox’s Bazaar, National Botanical garden, National Zoo. These places are not that much far than each other but among these places there is no Hotel for travelers to stay and spent their time. But the fact is that, hotel owners though they are having a lot of problems they are not aware about their reputation and their natural landscape that they can use to attract customer. Though my business is a Hotel business which will be named as Paradise Hotel Villa, which relates to paradise for tourist visiting Bangladesh. This hotel will take place in MIRPUR the center of DHAKA. And this Hotel will include some exclusive factor than other hotel, such as;  Enclave Tourist Hotel: Tourist come from one destination to another to spent their holiday, but sometimes they don’t know about this place as much they know about their local area. Sometimes it is quite impossible to take everything that you want to take everything with you. So Paradise Hotel Villa it will be a Enclave Tourist Hotel, so tourist when they will arrive in this hotel from that time they don’t have to go outside for their necessary things as want or they need which is important for them. For instance; Coffee shop, Clothing Shop, Food shop, Beauty Parlor for Women’s, Cultural Show based on Bangladesh, Swimming Pool, Spa and so on. So, if any customer they want to relax they can do it inside of this hotel so it will bring extra income for that hotel as well. Still now not only in BANGLADESH but also in all ASIAN countries they are not aware bout enclave tourism. If we can start this tourism business through Paradise Hotel Villa then we can attract more tourists from DHAKA and from other continent of ASIA as well. As a graph we can predict yearly how many tourist we can attract then in our hotel, in 2018 our prediction is that we will have 10,000 Tourist as our guest, next following year in 2020 we will have 17,000 guest and in 2025 hopefully we will have 2050 Tourist as a guest in our hotel, below there is a flow chart of that;
  • 8. 8 | P a g e Graph; Prediction of Tourist  Tailor Made Tourism: When this Hotel business will be repudiated to customers, then after management meeting of hotel we will provide Tour packages to our customers. And obviously it will be travel made tourism. Tourist how they want to visit and places they want to visit it will be available for them, and cost will based on the prices and packages, such as; Family Package, Student packages, Golden Package, Silver Package. Included packages will be very from another. Now this is 2014, and this era is faster and more developed than past. In a research (2011) it is shown that types of people are travelling most. If we take a look below pie chart then we can see what types of traveller travelled most last year; 0 1 1 2 2 3 3 4 4 5 5 2018 2020 2025 Thousands Tailor Made Tourism in DHAKA Paradise Holiday Villa 0 500 1000 1500 2000 2500 2018 2020 2025 2025 2020 2018
  • 9. 9 | P a g e Fig: Types of Travellers In above pie chart it is showing that 50% people those are middle age married/divorced/widowed with independent children they are travelling most than other group, where young and single people with no responsibilities are travelling only 30%, on the other hand married/divorced with no children are travelling less than others. So, my target market for tourist will be Family and students because now days these types of travelers are travelling most than other. Tourism Market in Dhaka Dhaka is the capital and one of the largest City of Bangladesh. It is well known to ASIA by its colorful history and rich cultural traditions. It is known worldwide as the city of mosque and natural landscape. It is located in the center of the country. And along those, it made colorful itself in six seasons differently. Along that, Dhaka has most popular paces to visit and get good memories, those are; Pic; Tourist Places in Dhaka Ahsan Manjil Lalbag Fort Central Shahid Minar National Museum Mukti Zoddha Museum Bangabondhu Memorial Meseum Science Meseum Poet's Graveyard Ramana Children's Park Suharwardy Uddyan Banga-Bhaban Parliament house Novo Theatre Curzon Hall 1857 Memorial
  • 10. 10 | P a g e Thomsen (2010) argued that although Bangladesh is still in the nascent stage of developing and international tourist industry, responsible for hospitality industry could be one solution to the many social and environmental challenges that the country is currently facing. According to World Travel and Tourism Council (2010) the Travel and Tourism Economy is forecast to grow by 4.4% per annum in real terms between 2010 and 2020, supporting over 300 million jobs by 20020. According to Bangladesh Monitor (2010) the Bangladesh Protected Tourism Area and Special Tourism Zone Bill 2010 was passed in National parliament on June 27th 2010. The bill was introduced with a proposal to declare such areas as tourism protected areas through gazette notifications. The bill proposed special tourism zones and control and run the areas under initiatives of the government or non-government and autonomous organizations, statutory bodies or individuals. The contribution of travel and Tourism to gross Domestic product in Bangladesh is expected to raise from 3.9% in 2010 to 4.1% by 2020. Year Arrivals [Millions] Change [Percentage] Receipt [US$ Billion] Change [Percentage] 2003 697 --- 524 --- 2004 761 9.18 633 20.80 2005 803 5.22 680 7.42 2006 847 5.48 742 9.12 2007 903 6.61 856 15.36 But the fact is that most of those places are in Mirpur, but in Mirpur there is no Hotel for tourist to stay. So if we can make our Hotel in Mirpur so we can attract more people and can make more profit. By references of WTO; in 2010 Dhaka city got 1, 50, 00 tourist which been increased in 2012, and it became to 2, 00, 23, by this references it can say that Tourism in Dhaka city is increasing day by day. Graph; Increasing of Tourist in Dhaka 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Science Museum Novo Theater Ahsan Manjil Banga Bhaban Tourism in Dhaka 2015 2012 2010
  • 11. 11 | P a g e Unique Selling Product Before we start to sell our service to any customer, we have to sell our self on these. It is especially important when our product or service is likely similar to others around our business. So Paradise Holiday Villa needs to be one-of-a-kind. Key of any effective selling is advertising and better marketing that known as Unique selling product .Many organizations with many years with unique selling products are taking more years to make a product as a unique which will make their selling product high. As a customer when they book any hotel they don’t know about the place and the service of the hotel is providing. Paradise Holiday Villa will provide their customers to check everything before they book that hotel. Paradise hotel villa will include enclave tourism, in here they don’t have to be worry for their necessary things, they will get everything whatever they want, such as Clothing shop, Swimming pool, Gym, Sports Center. So, I think that it will attract more customers than others. So, as a new business our unique selling product will be Online selling, such as-if anyone book our hotel through online then they will get 35% discount on food, along that seasonal selling as well. Porters Five Forces Porter’s five forces model for inexpensive investigation for tourism sector of competitive analyze is done for tourism segment of the republic which is given below:  Competitive Rivalry between Suppliers: Both government and private ingenuities for emerging commercial actives in the tourism subdivision should be utilize to deliver better facilities to the tourism. Initial from natural landscape, ancient places, good hospitality and health organization, tourist for spiritual places performances must be decided. We have to make sure that, prices for tourist related products we are charging less than neighbor countries.  Threat of New Entrance: In tourism business of Bangladesh the secluded and distant depositors are unwilling to invest in tourism industry. We are new in Travel and Tourism market in Bangladesh, so we have to be aware for new entreats. When new entrants come in market any investors can easily chose their plan and invest their money on that project, so, we have to make sure that while new entrants are coming to market we are aware about that, and use are Discount For Studernts Online Selling Seasonal Selling Gift Voucher
  • 12. 12 | P a g e taking better steps to protect them to keep our travelers to come DHAKA and to stay in our hotel as well.  Bargaining Power of Buyer: Tourist is the buyers of this industry. They should barware about the facilities and the product with low prices and higher qualities. We have to inform our travelers about our facilities and our updates. In terms of local tourist, we have to make sure we are providing our latest facilities by advertisement and update through internet.  Power of Suppliers: Departing tourist from China is expecting to surpass 100 million of traveler in next four years. India is also stirring everywhere as tourist. So we have to attract our tourist with improve relationship and communication system with China and India. It will be considerate for us to tempt additional tourist. Tourist will be more striking by our better facilities and inexpensive rate. Market Research and Analyze A new kind of hotel business is going to be introduced and developed in the market. Necessary information has been gathered through in-depth interviews. A survey has been conducted to get all the required information from the customers about their view, ideas, demands and needs. This information will certainly be helpful for knowing the target market and better prospects of the new product. For better business we done some market research those are;  Gathering Information about Competitors: When we will start our business in Mirpur, firstly we will gather information about other tour operating services in DHAKA. Types of services they are providing. What types of facilities they are giving to travelers. Facilities for international tourist. How often they are visiting any places.  Market Competition: Before I start my business I will take an over view of selected are, about the business competetation, location I choose, is it will be beneficial for my business, about the communication system and transport system of that place.  Data Analyze: I will be a new entrant of travel and tourism business, before I start my business I have to analyze about the tourism spot. Such as- which place is more attractive? Location? And so on. Market Description Throughout last five years (2006-2010) Bangladesh conventional a total number of 15, 29, 000 tourist and made US$ 413.00 million. Alongside, WTTC statistics exhibited that in 2011, travel and tourism straightly reinforced 1,329,000 jobs (1.9% of total employ) in Bangladesh. This is predictable to rise by 3.6% in 2012 and 2.9% a year to generate 1,840,000 occupations (2% of total employ) in 2022. The country is tiresome from the examination of this manufacturing to charming more travelers’ to its journey's end and to make more overseas currency from this sector. This statics on this manufacturing shows that both the influxes and the paychecks from tourism in Bangladesh have augmented over the past.
  • 13. 13 | P a g e Bangladesh has a population of about 150 million people. The current market size for hotel business industry is near about 50,000 and the number is increasing at a large rate. There is wide market open for various convenient types of services. Consumers are more conscious about the market situations along with the services from hotel. Literally, there is a better prospect open for the customers of “Paradise Hotel Villa”. Among the entire segments that we have on, a certain amount of customers will prefer our Hotel the most and our services given as well. Market Segmentation After an in depth observation and analysis of the market along with the environment of the market we have come across to the following segmentation: Fig: A graphical presentation of Market Segmentation Market segmentation plan plays a vital role in achievement of tourism promotion purposes. A tourist market may be demarcated consistent to each tourist product. In that sense, we can describe market is a set of real and possible buyers of all product. There are five segmenting variables; Geographic, Demographic, Geo-Demographic, Psychographic and Behavioral (Kotler ET al.2002). Dhaka Parjatan Corporation (DPC) expresses the policy to control the travel industry. To segment the bull's eye market it highlight on two variables those are (i) Demographic Segmentation and (ii) Psychographic Segmentation. Demographic segmentation is typically large for the reason that in this segment tourist invention can attract a partial number of crowds and age delivers us depth material of tourist. By this segmentation we comprehend about tourist’s individual attention, incentives, ambitions and feelings etc. Demographic Segmentation for Global Tourists:  Ethic Classify and Nationality: Maximum of the tourist upcoming from Europe, South Asia, USA, Gulf Cooperation Council Countries, East Asia, Australia and so on.  Age: Traveler groups are usually young and central age people; now and then kinfolks with children and even discharged persons are coming from dissimilar places. Tourism Market Segmentation •Geographic •Demographic •Geo-Demographic •Phychographic •Behavioral
  • 14. 14 | P a g e  Sex: Man, Woman both equally visits DHAKA.  Religion: Muslims, Hindi, Christian are absorbed in their worried spiritual sites in DHAKA. Psychographic Segmentation for International Tourist Essentially demographic segmentation manages a massive and informal to recognize but the variables of psychographic segmentation is so dep’t that is desirable to travel. The breathing design, day to day actions and the entertaining item expended by the tourist is more imperative. For psychographic segmentation clienteles special attention, pleased, sentiments and arrogances in the direction of different types of holidays is significant. Therefore, DPC is trying to segmenting the market on the foundation of the tourists Psychographic characteristics but not achievement. If they could distinguish amongst these sections, they would be able to select suitable sections and grow as well as instrument selling strategy for each selected objective group. Target Market Target marketing includes evaluate each market section desirability and choosing one or more segments to enter. In that phase DPC distillate its marketing exertion on nearest tourist places in Dhaka. After the investigation and analyzing all the segments, the target market has been determined in accordance with the category of the product. The target consumers for “Paradise Hotel Villa” are people, health aware individuals, sport personalities and tourists. The company has made a decision about charging  Tk.500 Pound for each person,  Tk. 2,500 Pound for Family (4 people only)  Tk. 4,000 Pound for Inbound Tourist,  Tk. 3,500 Pound for Enclave Tourism Service, (it may vary from service to service)  Tk. 2,000 Pound for Tailor Made Service, (Depends on Customer how they want) In comparison with the price and service received, it is obvious that the service received is better in value. Thus, the price we are charging is fair enough or justified. The following graph provides a clear idea about the target market: 42% 35% 21% 2% Target Market Tourist (Inbound/Outbound) Family Single Parents (Divorced/Widow)
  • 15. 15 | P a g e Fig: Pie Chart of Target Market  Tourist -42%  Family-35%  Single Parents (Divorced/Widow)-21%  Student/Other-2%  Tourists: Every year 1, 54,000 million number tourists and visitors come to visit Bangladesh. Along that people from village or other continent of Bangladesh come to Dhaka to visit the Natural Beauty. So, we will introduce “Paradise Hotel Villa” to them by TV ads, Internet, newspaper and so on.  Family: People of Bangladesh used to travel a lot when they used to get holiday from their office and children’s after finishing their study. That time they used to travel a lot and that time DHAKA it turn itself as Treasure box of nature, (at the end of November). This time traveller travel a lot so they can get Family package offer from “Paradise Hotel Villa” and easily spent their holiday time with enjoy for sure.  Single Parents: if we take a look in above pie chat then it will be clear to us, to make sure that nearly 21% single people are travelling from here and there and they are not worry about money, all they worry about their memory how much they can travel.  Student/Other: Now days student not only from ASIA but also from other countries are travelling for their study, because of experiencing something new. So, our target will be student there we are not expecting that much but we can expect some international student as our guest. For example; while they are coming to Bangladesh to visit and staying in “paradise Hotel Villa” providing them with a travel guide.  Ordinary Customers: Apart from all the segments stated above, general customers also capture a huge share of the target market Competition As before I described that, In Mirpur nearby there is no hotel, not a single hotel to stay for tourist. If I have competition, so it can be with food shop, because in that area there are some food shop those represents BANGALADESHI culture. But in any business competitor is essential. How far I think that, competitor will bring me good favor, because than I have to take more steps to meet my goal. Analysis of the Competitors There are some repudiated Hotel businesses in Bangladesh in Dhaka. Some of them are doing this business more than 20-30 years; some of them are international hotel business. But none of them are providing Enclave Tourism Service or tailor made Tourism or Customer Care services, while “Paradise Hotel Villa” is providing them, but I am seeing my competitor’s as my luck, But my competitors Hotel can be;
  • 16. 16 | P a g e Diverse Competency There is a huge chance that all these established companies can make an attempt to compete us by introducing new hotel business in the market. But our business is totally new into the market. So we can use this opportunity to gain competitive advantage. If other companies want to introduce some new or similar product like us, they will some tome. In the meantime we can use all the opportunities to create monopoly business. We have another advantage that our price is very much low. We will try to sell the product lower the competitors. Along that, the services we are going to introduce to our Bangladeshi customer such as Tourist based hotel service; it is totally unknown to them and the service they will get from our hotel such as; providing customers with travel guide; make tour for customer as they want it will be a great chance for us to make a better competition with others. Strategies against the Competitors To stay ahead from the competition we need to take some necessary steps. Some of the important principles are given below: Hotel De Meridian-35% Share On Market. Richmond Hotel & Suites-20% Share On Market. Hotel Pacific Dhaka-18% Share On Market. Tropical Daisy-15% Share On Market. The Westin Hotel Dhaka-10% Share On Market. Strategies Ensure Higher level of Service to Create Brand loyality. Fair and Responsible Price. Providing best Quality Service. Better Promotion Activities. Maintaining corporare social responsibiliti es. Building better relationship with customers.
  • 17. 17 | P a g e Market Plan Pricing Strategies For the development of the service we have to set a reasonable price. For setting a proper pricing policy we have considered some important factors. Now I am going describe all those factors below: Setting up the pricing objectives: Well, we have decided to take the company into a better position in accordance with market offering. Maximizing market is one of our main intentions. In our perspective, higher sales volume will certainly lower our production cost and will be helpful to create profit for a long run. This low price strategy must be supportive to capture the maximum market share.  Establishing Demand: Each price will direct to different level of requirement and at the same time will have diverse impact on companies marketing goals.  Estimation of costs: We have already settled a price for the service, which I already described above and this price will be able to cover the cost of production, distribution and selling the product. This also includes a fair return from its effort and risk.  Cost Types and The level of production: For providing the service from “Paradise Hotel Villa”, there will be two types of costs included. The estimated fixed cost for our service for per person is 500BTD each (Food-150 BTD, Beauty, Spa, Swimming, Gaming Zone- 80, Internet, TV, Electricity, Staff, Room Charge- 150) after charging all of this we can get profit 120 each from customer. Above charges is for each person. Some important fixed costs are- machinery, monthly bills, employee salaries and so on, depends on the output. On the other hand, we have variable cost which includes food, promotions and so on. These costs are likely to be constant per unit production.  Comparison and analyzing competitor’s costs, prices and offer: Our analyzing and investigation on competitor’s price shows that Richmond Hotel & Suites are charging 800 BTD for each person.  Choosing the Appropriate price method: Apparently, we have chosen target costing method for setting the price of our product. This strategy suggests pricing that begins with reasonable selling price on the basis of customers considerations. After this target cost will make sure that the price is met. Fixed Cost Variable Cost
  • 18. 18 | P a g e Promotional Strategies Promotional activities have an important role acquiring a strong market position. We need to use and implement four of the marketing promotion tools in order to achieve maximum market share. Advertising on mass media will be very helpful for the promotional purpose.  Advertising: Basically, we will focus on newspaper advertisements, TV commercials, social Medias and Internet as well. Because reaching the potential customers is much easier through these Medias. We are expecting to create a better impact on teenagers and other individuals. We have also decided to put the advertisement of “Paradise Holiday Villa” on neon signs and bill board in some busiest points of the city, such as; Mirpur Stadium, Mirpur Zoo, Dhaka International Airport. Hopefully, we can reach 80% of our customers through these efficient advertising.  Personal selling: In case of a Hotel business such as “Paradise Hotel Villa’ personal selling is considered not that effective. Thus, we will try to encourage convenience store employees for selling our product and at the same time we will ask them to talk about the feature of our product while a customer is interested to buy some packages from them. Regardless, this will help to boost our sales.  Promotional Tools: We have decided to implement some promotional tools such as distributing some free samples on the street and reduce the price during the trial period. This will help the customers to be familiar with our product.  Public Relations: We have some public relation activities in future such as seminars, cultural functions and sporting events to improve public relations.  Customer Service: We will try to provide best service to our valuable customers. We will try to interact with our customers regarding the quality of our product. Any suggestion, ideas, advice related with the product is always welcomed. If any of the product is defected or there is any problem we will be happy exchange the product. Financial Sources For any business finance is a vital important thing, without finance it seems quite difficult to run business ahead. For my Hotel business “Paradise Holiday Villa” obviously I will need finance to run my business. To arrange money any time is a chance for business then I don’t have to look for my finance if I know about my sources; finance sources can be two types those are; Sources of Finance Internal Finance External Finance
  • 19. 19 | P a g e Internal Source of Finance; Internal finance is cheaper, but expenditure of this currency on my business means that I can’t use this money on other project like investing. Internal finance can be;  Personal Saving; My first sources of finance will be my personal saving, because than I don’t have to ask for loan to anybody and I can easily invest my money to business. And advantage of that, profit of my business I don’t have to share with anybody.  Working Capital; when I will start making profit from my business that time I can use my own profit in my business to make it large. And it is totally risk free as well.  Selling Asset; In terms of funding for my business when I will need huge amount of money that time I can sell my house, can, land, machinery and so on to make capital for my business, that will be risk free, quick funding without any hassle for sure.  Loans from FnF; for my business I need large amount of funding, first I will try to manage it from myself, if it is not enough for my business than I have to take money from my friends and family. But in this case, this funding will be for short time because they can ask their money any time they want, sometimes they can ask for profit as well. If we take a look on internal finance for my business, we can see that we can easily take money for my business, but the fact is that, if I use money from my personal saving than it will be risky for me, because all of my own money will be on risk, Selling assets it comes on the same turn, because I am selling my property to arrange money but in near future if I need money that time I won’t have nothing to manage capital. Loan from friends and family, if I borrow money from them the disadvantage is that they can ask for their money anytime. Working capital is a safe capital for my business because the profit I am getting I am using that money for my business, so I don’t have to aware for money, because it is a profitable business to I can manage money from there easily. External Source of Finance; this types of finance will come from my outside of my business. It is basically lending from someone else, it usually cost more as interest may be charged. External sources of finances are; Personal Saving Working Capital Selling Assest Loans from FnF
  • 20. 20 | P a g e  Mortgage: Mortgage is secured a contract that means the loan is secured on property and that the party buying it will not own the property until fully paid. For the mean time my property will be own by someone else who is giving me money, and if I can’t give the money in time, they can sell my property at any time.  Loans from Bank: Normally loans from bank have a repay over a set number of years with interest. That interest I have to pay every month. It can be short term and long term as well. But while I am making profit I have to pay their interest every month with a certain amount of money.  Retained Profit: Profit I will make from Paradise Holiday Villa that I profit I have to re-invest in my business. Sometimes it is used to buy stock, and pay wages on a weekly basis.  Grants: This is one type of money that will be given to firm by the government for my business. But the advantage is that, this capital I do not have to repay.  Venture Capital: While I will need large amount of money than I may have to sell my shares. Some Investor will buy my share and they will ask for profit as well. Advantages of this finance are that I can get money easily whenever I want. But thing is that, my business plan has to be chosen to my investor as well, if they like my plan than they will invest their money on my business plan. If we take a look on external sources of finance for my business then we can see that, we can manage money from Mortgage, Loans from bank, Retained Profit, Grants and Venture Capital. If I mortgage my own property it is my own risk, if I can’t return their money in time then they will take my property so it is risk finance. If we take loans from bank, benefit is that I am easily getting money; risk is also related with bank. But sometimes it will be difficult to get a loan for my business. In terms of grants, this money is paying bye government to a company, I can borrow their money but one advantage is that I don’t have to repay this loan. For my business, for external finance I will take money from grants. Mortgage Loans From Bank Retained Profit Grands Venture capital
  • 21. 21 | P a g e Cash Flow 2018 Cash Flow for Paradise Holiday Villa Item January 2018 April 2018 July 2018 September 2018 December 2018 INCOME Market Stall 20,000 25,000 30,000 28,000 34,000 Cash Balance B/FWD 30,500 --- --- --- --- Total Income 50,500 25,000 30,000 28,000 34,000 EXPENDITURE Food & Beverage 4,000 4,200 5,800 6,300 5,000 Insurance 2,000 2,000 2,000 2,000 2,000 Advertising (On-line ,News Paper) 800 1,000 650 --- 750 Transport Cost 700 750 600 800 750 Admin and Expenses 1,500 1,500 1,500 1,500 1,500 Bank Loan Repayment 2,000 2,000 2,000 2,000 2,000 Rent property 3,500 4,000 6,000 5,000 --- Equipment for Room 2,000 --- 1,000 --- 800 Marketing Department 1,700 1,500 HRM Department 2,000 2,000 2,000 2,000 2,000 Telephone & Internet 500 500 500 500 500 TOTAL EXPENDITURE 20,700 19,450 22,050 20,100 14,550 NET INCOME 29,800 5,550 7,950 7,900 19,450
  • 22. 22 | P a g e Cash Flow for Five Years The following table will show about the expected sales for the next five years. Excepted Years (Sales Per Year) January June December 2018 29,800 35,300 42,500 2019 35,000 45,200 55,000 2020 50,000 53,000 67,200 2021 67,000 70,850 75,920 2022 72,000 78,000 80,500 Fig: Cash Flow for Five Years (EXPECTED) 0 10000 20000 30000 40000 50000 60000 70000 80000 90000 0 10000 20000 30000 40000 50000 60000 70000 80000 01/01/2018 01/01/2019 01/01/2020 01/01/2021 01/01/2022 Volume Open High Low Close
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