Social tourism is a new branch of tourism

Executive Summary :
Social tourism is a new branch of tourism .Social tourism refers to initiatives that aim to include
groups into tourism that would otherwise be excluded from it.
“Social tourism” is a term used to describe a wide variety of holiday types, destinations and
target groups: social tourism initiatives can be commercial and non-commercial, governmental
and private. They range from small charities organizing holidays for children from low-income
backgrounds, over government plans improving accessibility in hotels, to private tour operators
offering ecological holidays. What all of these initiatives have in common, is that they bring a
moral dimension to tourism, and that their primary aim is to include people in tourism who
would otherwise be excluded from it. This text will focus particularly on one of these groups:
low-income families with children, who cannot afford to go on holiday without support.
Social tourism is a development from traditional passive forms of cultural tourism towards more
active involvement of the tourist in the cultural life of the places they are visiting. Social tourism
is the experience of learning from and interacting with local customs and people that tourists can
take home with them. This high involvement form of tourism is the result of a value shift
towards self-development rather than just the material aspects of consumption.
It is also becoming increasingly diverse, producing opportunities and challenges for the swelling
ranks of social tourism professionals. Keeping track of these developments will be one of the
major priorities for policy-makers, marketers and tourism academics in the future.
The Social Tourism Trends Reports will be annual briefings written for policy-makers, cultural
operators, academics and researchers interested in identifying current creative tourism trends and
issues. The series will highlight current challenges in the cultural and tourism policy field and
delve into their importance (impact) for tourism policy. The publication will also offer valuable
quick facts and statistics from reliable sources, gather news evidence and highlight further
reading. The series will be issued/published in the form of a short digest focusing on specific
areas to enable readers to respond quickly to new challenges.
“The concept of social tourism has been implemented in different ways to suit national contexts.
Not only the implementations, but also the justifications and goals of social tourism can differ
greatly. The development of the working classes, better health for inner city children, wider
access to the benefits of tourism, loyalty to unions or companies, and economic development of
regions have all been, and in some cases are still, seen as valid reasons for provision. If the
implementations are so diverse, the question arises how one can define the boundaries of this
versatile and complex concept. The multi-faceted aspect of social tourism makes the
phenomenon a difficult concept to define: with initiatives ranging from voucher schemes and
government intervention to charitable holiday provision and social enterprise, what exactly is
social tourism”

This article examines the definitions and implementations of the concept of ‘social tourism’ that
are in use in Europe today. Examples show that the concept has been implemented in many
different ways to suit national contexts and that the justifications and goals of social tourism can
differ greatly. The question arises how one can define the boundaries of this versatile and
complex concept. This article proposes a model to clarify the interrelationships between the
different interpretations: it highlights where common ground exists, but also where
contradictions are apparent. The model consists of four main categories: the participation model,
the inclusion model, the adaptation model and the stimulation model. The model draws on the
historical development of social tourism and the ethical foundations for provision, and it is
supported by a range of examples of European practice. Through this sub-categorization of the
concept, it is argued that a ‘identification’ of the concept of social tourism can take place, so that
the term does not lose its academic and political value. This article concludes by proposing a
definition for social tourism that can effectively set the concept apart from other forms of
tourism with attached social benefits.
So from this concept our company wants to proper utilize it. So we selected some places and
developing them so that local people can enjoy social tourism.
Company overview :
COMPANY NAME: SOCIAL TOURISM ENTERTAINMENT LTD.
Business Address: Gulsan-1000(head office),
Zonal office: Mirzapur sadar( tangail),shatpukoria, chandina, (comilla), benapole
bazar, (jessore)
Email: socialtourism.bd.com
Tel: 02567344
Fax: 111-333-444
Annual number of tickets expected:20,000 (40 per)
Total number of Employees: 15
Number of Employees at Head Office: 3
Primary Line of Business: tourism industry

Framework of Administration & Management:
Chairman - Md. Zahidul Islam
Managing Director: Akash Shikder
Zonal Manager: Md. Mamun Hasan ( Jessore Branch )
Md. Saddam Hossain ( Comilla Branch)
Md. Osman Gani ( Tangail Branch )
General Business Activities:
SOCIAL TOURISM ENTERTAINMENT LTD has been established as a service company in
Bangladesh. Our business model is based accomplish the customer we provide social tourism
service all over the country. Based on the decision of the company to diversify our properties; we
have now established this company in Dhaka. The official name of our business as registered in
the Dhaka and SOCIAL TOURISM ENTERTAINMENT LTD company’s business structure is
partnership type. The revenues of our company are expected to be nearly 50,000tk per month
depending on the variables that are factored in with investments in set up the all sector of social
tourism. There is a great need for certified or official bank checks in the future to deal with some
important transaction of our customer. Our company provides social tourism for allover
Bangladesh. Our company headquarters in Dhaka. When was the business started, we inspired by
our geographical location in Bangladesh and love to start the business. Our company fulfills the
need of the tourist in home country.
Mission statement
To build long term relationships with our customers and clients and provide exceptional tourism
based services by pursuing business through innovation and advanced technology and close to
customer contact and excellent relationships, we will meet the needs of our customers wherever
we can. SOCIAL TOURISM ENTERTAINMENT LTD Company will secure sufficient profits
from free cash flow from operations, to sustain its stability and finance future growth. We will
add value to our community by maintaining a friendly, familial work environment.

Vision
To provide quality services that exceeds the expectations of our esteemed customers and build up
a long term relationship with customer.
Purpose
TO be the number one in the tourism industry in Bangladesh by providing enhanced services,
relationship and profitability.
Core values
We believe in treating our customers with respect and faith. We grow through creativity,
invention and innovation. We integrate honesty, integrity and business ethics into all aspects of
our business functioning. We try to eagerly work for the community also.
Goals
Business goal:
1. Provincial expansion in the field of social tourism management and develop a strong base of
key customers with value proportion.
2. Increase the assets and investments of the company to support the development of services and
focus on the situation of company.
3. To build good reputation in the field of world tourism and social tourism management and
become a key player in the industry.
Strategic Goals:
 To obtain a 99% "highly satisfactory" or higher rating on customer surveys.
 To achieve a good rating by 2019

Background of Work
SOCIAL TOURISM ENTERTAINMENT LTD. Company conducts the tourism marketing as well
as real social tourism consulting. The company undertakes all maintenance duties for tourism
facilities and organizations and conducts all the security and surveillance for the customer.
Financial Considerations
The Company expects to reach the desired profits in the first year and does not anticipate serious
cash flow problems. We believe that the average profitability per month for the first 3 years will
be sufficient. We have currently borrowing from Sonali bank Bangladesh to be paid off in 3
years. Most of the company’s liabilities come from personal investment.
Competitive Advantages:
Minimum Cost Provider:
Economies of scale and efficient operations can help our company keep competition out by being
the low cost provider. Being the low cost provider can be a significant barrier to entry. In
addition, low pricing done consistently can build brand loyalty be a huge competitive advantage.
Market or Pricing Power:
Our company that has the ability to increase prices without losing market share is said to have
pricing power. Companies that have pricing power are usually taking advantage of high barriers
to entry or have earned the dominant position in their market.
Competitive Powerful Brands:
It takes a large investment in time and money to build brand equity. A good brand is invaluable
because it causes customers to prefer the brand over competitors. Being the tourism market
leader and having a great social reputation can be part of a powerful brand and a competitive
advantage.

Product Differentiation:
Our unique service builds customer loyalty and is less likely to lose market share to a competitor
than an advantage based on cost. The quality, number of models, flexibility in ordering, and
customer service are all aspects that can positively differentiate our service.
SWOT analysis of. Social tourism entertainment Ltd. Company
 SWOT stands for strengths, weaknesses, opportunities, and threats.
 SWOT analysis involves identifying your business’s strengths and weaknesses, and
examining the opportunities and threats which may affect you.
 SWOT analysis can be used to analyses your organization and its environment.
 Carrying out a SWOT analysis can help you identify changes that can be made to
improve your business.
Now you need to fill the four sections with your ideas. See below for guidance:

Strengths
Strengths are those features of the business which allow you to operate more effectively than
your competitors. For example, strength could be your specialist technical knowledge. You need
to consider your strengths from your own point of view and from that of your customers' and
clients'. You must be realistic and honest.
Try answering the following questions:
 What is it that you do well?
 What advantages do you have over your competitors?
 What makes you different from your competitors?
So our company’s strength is strong management, exceptional services from other. And we
provide exceptional experience to the tourist. As a new company our present competitors not as
many as other sectors. It is also a strength.
Weaknesses
Weaknesses are areas capable of improvement. Are you lacking skills or new products? Do you
have a higher cost base or lower productivity than your competitors? You must face any
unpleasant truths about your business and be realistic.
 Can you do anything better?
 Do you do anything badly?
 What should be avoided?
 What causes problems or complaints?
Our main weakness is xyx is new company so it will face some problems. It is hard to overcome
from the problem.as a new company we does not acquire any popularity so we have to promote
properly.
Opportunities
Now a day’s tourism has become a inseparable part of life, so we hope our company will flourish
in near future. Social tourism mainly based on local community so we hope we will acquire the
better market share.
Examples of opportunities include:
 Changes in technology and markets, example the Internet
 Changes in government policy or regulations / legislation
 Local and global events

 Potential new uses of products and / or services
 Use of marketing or promotional techniques to boost the business
 Social factors, example population fluctuation, lifestyle changes, etc.
Threats
Threats can be external or internal, and are anything which can adversely affect your business.
External threats could be inflation, new legislation, or a new competitor in your market. Internal
threats could include a skill or staff shortage within your organization.so future competitor is the
threat of our company.
After SWOT analysis is completed
After completing swot analysis, we can know the position of our firm and the following
question.
 What must we have to do?
 What can be handled now?
 What needs researching further?
 What needs to be planned for the future?
Once these have been identified, we should create an action plan to ensure that something is
done! Assign someone to each point and set deadlines. Review the results of your analysis
regularly to determine if anything has changed and what has been achieved.
Micro Environment
Introduction
Micro environment factors, are those factors close to a business that have a direct impact on its
business operations .In tourism business ,Science the tourism product cannot use or test before
buying, micro environment factor are most critical factor for success of tourism business . Before
deciding corporate strategy businesses, we carry out a full analysis of micro environment that are
related to our Social tourism entertainment limited. In this article we discuss common micro
environment factors social tourism.
The micro environment factors that are related to our social tourism business.
1. Customers
2. Employees

3. Suppliers
4. Competitors
5. media
Detail discussion about micro environment
Customers
Customers are the live nerves of a business. Consumer markets consists of individual and
households that purchases hospitality for leisure activities, medical need and gathering such as
reunion, weeding etc. As all businesses need customers. Social tourism business needs to such
product that they become satisfied. In tourism business, memory are the important for the tourist
because like other product, social tourism products have no physical evidence. Social tourism
product should be customer oriented but not market oriented. Our Social tourism organization
plan should aim to attract and retain customers through products that meets their "wants and
needs" and excellent customer service.
Employees
Employing staff with relevant skills and experience is essential in social tourism business. This
process begins at recruitment stage and continues throughout an employee's employment
Training and development play a critical role in achieving a competitive because most of
employee are little skill about tourism sectors. In tourism Service Sector Marketing. If a business
employs staff without motivation, skills or experience it will affect customer satisfaction and
decrees products sales.
Suppliers
Like other business suppliers are not so much important in social tourism business. Suppliers
provide business materials need to carry out their business activities. A supplier's behavior will
directly impact the business it supplies. For example if a supplier provides a poor service this
could increase timescales or product quality. Actually suppliers play a little role in social tourism
because social tourism product s are sight scene.
Media
The more we express the more we brood our social tourism. Positive media attention can make
an organization improvement and negative media attention can loss an organization.

Organizations need to manage the media so that the media help promote the positive things about
the organization and reduce the impact of a negative event on their reputation Consumer
television programmers with a wide and more direct audience can also have a very powerful
impact on the success of an organization. Some businesses recognize this and will change their
reaction when consumers mention that they are going to contact a consumer television
programmer or the newspapers about the business. Our organization is a new organization so
media can play an important role for widespread our business.
Competitors
We include competitors both microenvironment and macro environment. The name of the game
in marketing is differentiation. Can the organization offer benefits that are better than those
offered by competitors. Since social tourism is a new segment to tourism we have limited
competitors. Competitor analysis and monitoring is crucial if our social tourism is to maintain or
improve its position within the market. If we unaware of its competitor's activities we will find it
very difficult to our competitors. The market can move very quickly for example through a
change in trading conditions, consumer behavior or technological developments. As a business it
is important to examine competitors' responses to these changes so that we can maximize the
impact of our response.
Macro Environment
The company and all of the other sectors operate in a large microenvironment of force that shape
opportunities and pose threats to the company. Macro environment refers to those factors which
are external forces in the company’s activities and do not concern the immediate environment.
Macro environment are the forces which indirectly affect company’s operation and working
condition. These factors are uncontrollable and the company is powerless and incapable of
exercising any control over them.

Macro environment can be classified into economic environment and non-economic
environment. Since the business is basically an economic activity, economic environment of
business both national and international gets importance.
.
Demographic Environment
Demography refers to the study of human population especially with reference to age, sex,
education, occupation, income size, density, geographic concentration and dispersion urban and
rural population, etc.
Change in the world demographic environment have major implication for business. For our
social tourism demographic factors such as density, location, age, gender, occupation and
satisfaction are so much important.
Such information about the population is of great significance to business. It not only helps in
selecting of items to produce, but also help to select the channel of distribution advertising
media, choice of marketing methods of social tourism business decisions.
The choice of manufacturing or trading site would be influenced by the size of the population.
However, the improved transport facilities has enabled the buyers to shop at distant places, the
sellers may therefore sometimes find that accommodation in thickly populated areas may be and

they may instead offer goods and services at substantially lower prices by locating themselves a
little away, thus attracting more customers.
The policy of social tourism development, the government to offer infrastructure and basic
facilities at cheaper rates to attract business in backward regions. This is turn benefits the
business, not only in terms of lower cost of such facilities but also the labor available at lower
rates.
So social tourism business will have the opportunity to establish canteen, hotels, entertainment
center, and provisional stores medical shops and so on. Besides, the social tourism entertainment
ltd always looks to the demographic considerations in terms of their licensing policy.
Economic Environment
Marketres require buying power as well as people.The economic invironment consists of those
factors that’s affects consumer purchasing power and spending patern.In bangladesh what types
of factor can be affects customers buying decissions are given below.
Changes in income.
Since our social tourism besically rural area ,the income of rural people are little bit low.By
changing income ,purchasing power of rural people very tme to time.
Over the first three decades ,the rich have grown richer,the middle class has shrunk and the poor
gavr-e emin poor.
The global economy
Today the social tourism industry operates in a global entairtaintment.the growth of tourism in
bangladesh comes at the expences of other destinations.
The business sector has economic relations with the government, capital market, and household
sector. These different sectors together influence the trends and structure of the economy.
Individually business firms can do little to change their economic environment.

Natural Environment
The natural environment involves the natural resources that are needed as inputs by marketers.
Environmental concern have grown steadily last three decades. In social tourism we should be
aware of several trend in the natural environment. Concern matters are given below.
Growing shortage of raw materials
In our selecting social tourism destination, natural resource are going shortage day by day. At a
time air and water are infinite resources but today we see long run dangers. .Naturals birds d
other natural resources are decreased today.
Increase pollutions.
When the quality of environment deteriorates, it is said that the environment is getting polluted.
Thus, environmental pollution refers to contamination of environment by various substances that
have adverse effects on living and non-living matters .Some types of pollutions that’s affect the
improvement of social tourism are..
Technological environment
The most dramatic force shaping our social tourism destination is technology which gives us to build up
such as firm to develop social tourism .The elaborate discussion about technology that impact on social
tourism.
We see that in 21st century, technology is changing fatly. Now, all work is done online and business
shops are using machinery at high level. There are following technological environment factors which
affects social tourism business.
•Modify existing products
• New inventions relating to social tourism.
Positive Technical policy
the social tourism entertainment ltd has strong and positive technical policy for technological
development. This policy opens door to import technology from host community for increasing social
tourism and industrial developments.

Interactive customer experience (ICF)
Technology has affected the hospitality industry in many ways. For example, interactive
customer experience can be accessed from a number of web enable platforms. Social tourism
entertainment ltd has provides guest service for few time hotel service.
Political environment
Our social tourism marketing decisions strongly affected by developments in the political
environment. The political environment is made up law, government agencies, and pressure
group. Since we build our tourism industry in rural area and it is a entertainment business we
have to face less political instabilities.
Cultural environment
The cultural environment includes institutions and other factor that’s affect society basic, value
perceptions and behaviors. As a social tourism organization a collective entity, a society shape
the basic belief and values will be created by our firms. Our o9rganigation try to held different
cultural program for giving entertainment and building strong social bondages.

Marketing strategies
As social marketing is new for Bangladesh, we have to take better marketing strategies to acquire
market share. For developing marketing strategies we have to know about marketing strategies.
Marketing strategy has the fundamental goal of increasing sales and achieving a
sustainable competitive advantage. Marketing strategy includes all basic, short-term, and long-
term activities in the field of marketing that deal with the analysis of the strategic initial situation
of a company and the formulation, evaluation and selection of market-oriented strategies and
therefore contributes to the goals of the company and its marketing objectives
Market segmentation
The first strategy for social tourism is market segmentation. Market consists of many types of
customers. For better performance marketer should identify which market or customers they will
serve. So market Segmentation means the process of dividing a broad consumer or
business market, normally consisting of existing and potential customers, into sub-groups
of consumers based on some type of shared characteristics. In dividing or segmenting markets,
researchers typically look for shared characteristics such as common needs, common interests,
similar lifestyles or even similar demographic profiles
As social marketing first in Bangladesh, we divide the market according some customer
characteristics

Geographic segmentation
Geographic segmentation divides markets according to geographic criteria. In practice, markets
can be segmented as broadly. for social marketing we divided the market into district there are
many district in Bangladesh namely Dhaka Comilla Chittagong etc. in this district there are
many tourist places but everybody doesn’t know. We will find these places and make under
tourism so that general public can take advantage from these places.

Demographic segmentation
Demographic segmentation is one of the simplest and most widest type of market segmentation
used. Most companies use it to get the right population in using their products. Segmentation
generally divides a population based on variables. Thus demographic segmentation too has its
own variables such as Age, gender, family size, income, occupation, classes, religion, race and
nationality.
For social tourism we divide the market among some classes such as upper class, middle class,
lower class. Upper class people can go everywhere because they have much money but middle
class and lower class people rarely go outside for tourism because of income problem so our
target market are they.

Behavioral segmentation
This type of market segmentation divides the population on the basis of their behavior, usage and
decision making pattern. For example – young people will always prefer Dove as a soap,
whereas sports enthusiast will use Lifebuoy. This is an example of behavior based segmentation.
Based on the behavior of an individual, the product is marketed. Behavioral segmentation effects
social tourism, in locality we see that young people want to visit more places but older doesn’t.
so we can divided people according to their behavior.
Psychographic segmentation
Psychographic segmentation is one which uses peoples lifestyle, their activities, interests as well
as opinions to define a market segment. Psychographic segmentation is quite similar to
behavioral segmentation. But psychographic segmentation also takes the psychological aspects
of consumer buying behavior into accounts. These psychological aspects may be consumers
lifestyle, his social standing as well as his AIO.

In social tourism psychographics segmentation has a great influence because where anyone will
go depends on his lifestyle, activities and their interest. As social tourism is first in our country
so we should use it
Market targeting
In this stage, we have to evaluate various market segments to choose which segment will be best
for. Now we will evaluate the segments.
Evaluating market segments
When evaluating different market segments our company must look at three factors. These are
segment size and growth, segment structured alternativeness, firm objectives and resources.
Segment size and growth
a firm must first collect and analyses data on current segment sales growth rates and expected
profitability for various segments. It will be interested in segments that have the right size and
growth characteristics.so our company has segmented and chose some places in the district that
was not popular before.. We find out them and making this as a tourist sport.
Segment structured alternativeness
a segment might have desirable size and growth and sill not offer attractive profits. So the firm
must examine some major structural factors that affect long run segments alternatives. Example a
segment is less attractive if it already contains many strong and aggressive competitors. So we
choose social tourism that will first introduce in our country. Our present competitor is so small
but in future it will increase.
Firm objectives and resources
Our firm must consider their own objectives and resources in relation to available segments.
Some alternatives segments can be dismissed quickly because they don’t mesh with the firm long
run objectives.so our firm choose only this segment that will fit for our firm objectives.

Selecting market segment
Selecting target market is so difficult. A target market consist of set of buyers who share
common needs or characteristics that the firm decide to serve.so we select some districts as our
target market based on evaluating. We select most popular district that have many small tourist
sports. And we leasing these sports as our social tourism and make these affordable to the local
common people so that general people can go there to enjoy their life.
Positioning
While our firm situation is unique, we know from long experience that there are
common criteria for a company’s success in reaching and winning a market.
Whether our firm is centered on consumer packaged goods, business services or
emerging technology,
 Brand Positioning Strategy
 Product Positioning Strategy
 Competitive Pricing Strategy
 Competitive Positioning Strategy
Brand Positioning Strategy
Positioning a brand is serious business. There are several key questions which have to be
answered in brand positioning. First, you determine WHAT dimensions are critical to the
positioning. This has everything to do with the target customers. What are the top two to five
core criteria for their decision making? Then, you need to understand WHERE the brand is
currently positioned

Product Positioning Strategy
Good product positioning strategy requires looking both internally and externally.
First, our firm as a whole needs to be properly positioned, then your product or
services portfolio needs to be positioned. Some companies fail to recognize that
their own offerings need to “hang together” and make sense – relative to one
another and to your business overall. When a company has diverging offerings or
brands, they might best consider two different company banners. Similarly, when
companies try to extend the brand of a product in too many directions they can
dilute the value of the offering and confuse the customer. With a product portfolio
that makes sense, your business also needs to successfully differentiate each
product from its competition. Typically, there are three key dimensions to
positioning: functionality, relevance and differentiation. When offerings are new
and not well understood, the positioning is around what the offering does. When
offerings are commodities, the positioning is around your differentiation strategy,
and in extreme cases, positioning around the emotional experience.
Competitive Pricing Strategy
Pricing strategy has its roots in the very heart of competitive positioning. If your
company boasts a better product or service and also leads in market reputation then
you have the opportunity to command premium pricing. However, an initial
question becomes: to what degree are my customers price-sensitive? In many
cases, especially in small or middle market companies, the unique value your
offerings bring may fully justify a premium price. On the other hand, if you lack a
competitive presence or are subject to a negative reputation,

Competitive positioning Strategy
Positioning strategy, by its very nature, involves your value relative to our
competition. What do swe do or offer that’s better as others who offer similar
products and services? When these differences are identified, supported with proof
points, and properly merchandised your prospects will have an accurate and
compelling basis to compare your company to others. However, there is always
more to understanding our offerings than defining them in light of competitive
offers.

For getting a position we have to identify current position of our firm. To identify
current position, we have to identify share of market, share of mind, share oh heart
Share of market
What is the share of market owning our firm? As first introducing our company,
so there is not any share of market.
Sharer of mind
If anyone ask that what is the first company that comes in your mind. If he/she tell
the name of our firm than it will share of mind
Share of heart
If anyone ask that from where you will buy product, your company comes first
than your company has acquire share of heart. But our firm will start so share of
heart is impossible
Marketing mix
The 'marketing mix' is a foundation concept in marketing. The marketing mix has been defined
as the "set of marketing tools that the firm uses to pursue its marketing objectives in the target
market.". Thus the marketing mix refers to four broad levels of marketing decision,
namely: product, price, promotion, and place. In services marketing, a modified and expanded
marketing mix is used, typically comprising seven Ps made up of the original 4 Ps
plus process, people, physical environment.
The origins of the four Ps can be traced to the late 1940s. The first known mention of a mix has
been attributed to a Professor of Marketing at Harvard University, Prof. James Culliton. In 1948,
Culliton published an article entitled, The Management of Marketing Costs in which Culliton
describes marketers as 'mixers of ingredients'. Some years later, Culliton's colleague, Professor
Neil Borden, published a retrospective article detailing the early history of the marketing mix in
which he claims that he was inspired by Culliton's idea of 'mixers', and credits himself with
popularising the concept of the 'marketing mix'. According to Borden's account, he used the

term, 'marketing mix' consistently from the late 1940s. For instance, he is known to have used
the term 'marketing mix' in his presidential address given to the American Marketing
Association in 1953.
Although the idea of marketers as 'mixers of ingredients' caught on, marketers could not reach
any real consensus about what elements should be included in the mix until the 1960s. The 4 Ps,
in its modern form, was first proposed in 1960 by E. Jerome McCarthy in his text-book, Basic
Marketing: A Managerial Approach. McCarthy used the 4 Ps as an organizing framework for the
entire work with chapters devoted to each of the elements, contained within a managerial
approach that also included chapters dedicated to analysis, consumer behavior, marketing
research, market segmentation and planning to round out the managerial approach. Phillip
Kotler, a prolific author, popularised the managerial approach and, and with it, spread the
concept of the 4 Ps. McCarthy's 4 Ps have been widely adopted by both marketing academics
and practitioners.

Product
A product is an item that is built or produced to satisfy the needs of a certain group of people.
The product can be intangible or tangible as it can be in the form of services or goods.so our
product is social tourism. We provide fantasy to the people so that people buy our product
Core Product
We will find Core product by answering the question. What is the buyer really buy? So product
is created according to the customer needs and wants. Tourist sports are the core values of our
company.
Facilitating Products
Facilitated products are services or goods that must be present for the guest to use the core
product. Rest house, natural views.
Supporting Products
Supporting product are extra facility provide to the customer to glorify or delight the customer.
Museum for the tourist is our supporting product so that people enjoy museum facility to delight
the tourist,
Augmented product
The augmented product includes accessibility, atmosphere, customer interaction with the service
organization, customer participation, and customer interaction with the other. Providing
information about the sports to the tourist.
Price
The price of the product is basically the amount that a customer pays for to enjoy it. It is also a
very important component of a marketing plan as it determines your firm’s profit and survival.
Adjusting the price of the product has a big impact on the entire marketing strategy as well as
greatly affecting the sales and demand of the product.
Factors to consider when setting prices
There are some factors that have to consider selecting the product price. These are bellow

Marketing objectives
Before establishing price our company selects a product strategy considering our target market
and position. Our company’s marketing mixed strategy include price, will be more precise. For
example we provide superior services in low price.
Survival
As our company new in the market and product also so our first objective is to survive our
company at the beginning. We need not much profit at the beginning of the company. So we will
fixed price that will cover our company’s cost only.
Market share leadership
Our company wants to obtain maximum share in the market among competitors. We believe that
our company will acquire maximum share in the market so that we minimize the total cost as a
result we will able to provide the product in lower price.
Product quality leadership
Our goal is to provide better services than other so we emphasize on product quality.
Place
Placement or distribution is a very important part of the product mix definition. You have to
position and distribute the product in a place that is accessible to potential buyers.
So at first our company select three places these are “shatpukoria (comilla), mirzapur (tangail)
and ………these location are accessible to the general people so that people can go there easily.
Promotion
Promotion is a very important component of marketing as it can boost brand recognition and
sales. Promotion is comprised of various elements like:
 Sales Organization
 Public Relations
 Advertising
 Sales Promotion
Advertising

Advertising typically covers communication methods that are paid for like television
advertisements, radio commercials, print media, and internet advertisements. In contemporary
times, there seems to be a shift in focus offline to the online world. We provide advertisement on
local newspaper and giving leaflet to the local people so that people know about the product.
Public Relations
Public relations, on the other hand, are communications that are typically not paid for. This
includes press releases, exhibitions, sponsorship deals, seminars, conferences, and events.
Word of mouth
Word of mouth is also a type of product promotion. Word of mouth is an informal
communication about the benefits of the product by satisfied customers and ordinary individuals.
The sales staff plays a very important role in public relations and word of mouth.
It is important to not take this literally. Word of mouth can also circulate on the internet.
Harnessed effectively and it has the potential to be one of the most valuable assets you have in
boosting your profits online. An extremely good example of this is online social media and
managing a firm’s online social media presence.
People
Of both target market and people directly related to the business. Thorough research is important
to discover whether there are enough people in your target market that is in demand for certain
types of products and services. The company’s employees are important in marketing because
they are the ones who deliver the service. It is important to hire and train the right people to
deliver superior service to the clients, whether they run a support desk, customer service,
copywriters, programmers…etc.
When a business finds people who genuinely believe in the products or services that the
particular business creates, it’s is highly likely that the employees will perform the best they can.
they’ll be more open to honest feedback about the business and input their own thoughts and
passions which can scale and grow the business.
This is a secret, “internal” competitive advantage a business can have over other competitors
which can inherently affect a business’s position in the marketplace
Process

The systems and processes of the organization affect the execution of the service. So, you have
to make sure that you have a well-tailored process in place to minimize costs. It could be your
entire sales funnel, a pay system, distribution system and other systematic procedures and steps
to ensure a working business that is running effectively. Tweaking and enhancements can come
later to “tighten up” a business to minimize costs and maximize profits.
Physical evidence
In the service industries, there should be physical evidence that the service was
delivered. Additionally, physical evidence pertains also to how a business and it’s
products are perceived in the marketplace. It is the physical evidence of a business’
presence and establishment. A concept of this is branding.

Trial Balance
Social Tourism Entertainment Ltd.
First year
Account Tittle Debit Credit
Cash
Supplies
Equipment
Advertising
Leasing land (depreciation)
Salaries and wages
Notes payable
Capital
Supplies depreciation
Utilities expenses
Service revenue
Rent
Equipment depreciation
5,00,000
2,50,000
4,00,000
80,000
60,000
2,00,000
50,000
50,000
20,000
20,000
80,000
10,00,000
6,50,000

Leasing land
Account payable
Mortgage loan
Special fund
Mortgage loan interest
Bank account
6,00,000
25,000
60,000
60,000
5,00,000
25,000
23,15,000 23,15,000

Income Statement
First year
Explanation Taka Taka
Revenue :
Service Revenue---------------------------
Costs :
Advertising---------------------------
Leasing Land Depreciation--------
Sales and Wages -------------------
Supplies Depreciation ------------
Utilities Expenses -----------------
Rent ---------------------------------
Equipment Depreciation ----------
Mortgage Interest ------------------
80,000
60,000
2,00,000
50,000
50,000
20,000
20,000
25,000
--------------
6,50,000
5,05,000

Net Income
(6,50,000 – 5,05,000)
1,45,000

Balance Sheet
First year
Assets :
Cash--------------------------------------------------
Bank Account --------------------------------------
Supplies ---------------------------------------------
Equipment ------------------------------------------
Leasing Land ---------------------------------------
Liabilities & Partnership Equity :
Account Payable ----------------------------------
5,00,000
60,000
2,50,000
4,00,000
6,00,000
60,000
18,10,000

Notes Payable -------------------------------------
Mortgage Loan ------------------------------------
Special fund ---------------------------------------
Equity :
Capital ---------------------------------------------
Net Income ------------------------------------------
80,000
5,00,000
25,000
10,00,000
1,45,000
------------
18,10,000
Trial Balance
2nd year
Account Tittles Taka Taka
Bank Account ----------------------------------
Cash ---------------------------------------------
Supplies ----------------------------------------
Equipment --------------------------------------
Leasing Land -----------------------------------
4,00,000
2,50,000
2,50,000
4,00,000
6,00,000

Account Receivable ---------------------------
Mortgage Loan ---------------------------------
Capital ------------------------------------------
Account Payable ------------------------------
Cost of Stationary ----------------------------
Wages And Salaries ---------------------------
Utilities Expense ------------------------------
Rent ---------------------------------------------
Maintance And Repair Expense ------------
Advertising Expense --------------------------
Service Revenue -------------------------------
Interest ------------------------------------------
60,000
8,000
2,10,000
45,000
27,000
20,000
70,000
20,000
5,00,000
11,45,000
15,000
7,00,000
23,60,000 23,60,000

Income Statement
2nd
year
Explanations taka taka
Revenue
Service sales revenue ………….
Costs
Cost of stationary……………..
Wage and salaries …………….
Utilities expense ……………..
(+)unpaid utilities
Rent ………………………
Maintenance and repair expense
Advertisement expense ……….
(-) advance
Interest………………………
45,000
5,000
70,000
10,000
20,000
8,000
2,10,000
50,000
27,000
20,000
60,000
7,00,000

(+) unpaid interest
Depreciation :
Equipment ………………….
Supplies ……………………..
Using land ……………………
Net Income ……………………
5,000
20,000
50,000
60,000
25,000
1,30,000 5,30,000
1,70,000
Balance Sheet
2nd
year
Assets
Bank Account ………………..
Cash …………………………
4,00,000
2,50,000

Supplies ………………………
(-) Depreciation……………
Equipment …………………..
(-) Depreciation …………….
Using Land ……….. ………..
(-) Depreciation …………….
Account Receivable ………..
Advance advertisement……..
Liabilities And owner equity :
Mortgage loan ……………..
Account Payable ……………
Accused interest …………….
Utilities unpaid ……………..
Equity :
2,50,000
50,0000
4,00,000
20,000
6,00,000
60,000
2,00,000
3,80,000
5,40,000
60,000
10,000
5,00,000
15,000
5,000
5,000
18,40,000

Capital ………………………
(+) Net Income …………………
11,45,000
1,70,000
13,15,000 18,40,000
Trial balance
3rd year
Mortgage loan ……………………….
Capital ………………………………
Account payable ……………………...
Advertising …………………………..
Services revenue …………………….
Insurance ……………………………
Computer ……………………………
1,00,000
40,000
60,000
5,00,000
11,45,000
10,000
7,80,000

Salaries and wages …………………..
Bank account …………………………
Supplies ………………………………
Leasing land …………………………
Equipment …………………………..
Cash …………………………………
Account receivable ………………….
Interest ………………………………
Note payable …………………………
Long term investment ……………….
Rent ………………………………….
2,20,000
1,40,000
2,50,000
6,00,000
4,00,000
2,75,000
47,000
40,000
2,58,000
10,000
5,000
24,40,000 24,40,000

Income Statement
3rd
year
Revenue
Services Revenue ………………….
Investment interest ………………..
Expenses
Adverting ………………………….
Insurance expense …………………
Salaries and wages …………………
(-) advance
Interest ……………………………
(-) advance
Rent…………………………………
2,20,000
10,000
40,000
15,000
7,80,000
25,800
1,00,000
40,000
2,10,000
25,000
10,000
8,05,100

Depreciation
Supplies ……………………………
Equipment ………………………..
Leasing land ……………………….
Net income
50,000
20,000
60,000
1,30,000
5,15,000
2,90,800
Balance sheet
3rd
year
Assets :
Computer
Bank account
Supplies
(-) depreciation
Land leasing
2,50,000
50,000
6,00,000
60,000
1,40,000
2,00,000

(-) depreciation
Equipment
(-) depreciation
Salaries and wages advance
Cash
Account receivable
Long term investment
Advance interest
Investment interest
Liabilities and Equity :
Mortgage loan
Account payable
Notes payable
Equity
Capital
(+) Net income
60,000
4,00,000
20,000
11,45,000
2,90,800
5,40,000
3,80,000
10,000
2,75,000
47,000
2,58,000
15,000
25,800
5,00,000
10,000
5,000
14,35,800
19,50,800
19,50,800

Ratio Analysis:
1st
year
Net Income rate on total revenue =
1,45,000
6,50,000
× 100
= 22.03 %
2nd
Year
Net income rate on total Revenue =
1,70,000
7,00,000
× 100
= 24.29 %
3rd
year
Net Income on total Revenue =
2,90,800
8,05,800
× 100
= 36.08 %

Revenue and net income projections:
We see in the graph that in first year the revenue was 6,50,000 and net income
1,45,000. Because of first year the companyjust cover onlycost and gain small profit.
In second year revenue was 7,00,000 and net income 1,70,000. It shows that net
income increase by some amount. In the third year company gain more profit like
2,90,800. In future it is hoped that we will gain more profit in the upcoming year.
0
100000
200000
300000
400000
500000
600000
700000
800000
900000
Year 1 Year 2 Year 3
Revenue
Net income

Break Even Point:
First Year:
Revenue = 4, 55,000
Selling Price = 40 (Per ticket)
VariableCost = 3.96
Break Even Point=
4,55,000
40−3.96
BEP=
4,55,000
36.04
= 12625 Tickets
2
nd
Year:
Revenue = 4, 37,000
Selling Price = 40 (Per Ticket)
VariablePrice = 7.02
BEP =
4,37,000
40−7.02
BEP=
4,37,000
32.98
=13250 Tickets
3
rd
Year:
Revenue = 4, 65,000
Selling Price = 40 (Per Ticket)
VariableCost = 3.88
BEP=
4,65,000
40−3.88

=
4,65,000
36.72
= 12874 Tickets
Implementation Plan:
Growth strategies
Ansoff, in his 1957 paper, provided a definition for product-market strategy as "a joint
statement of a product line and the corresponding set of missions which the products
are designed to fulfill He describes four growth alternatives:

Market penetration[
In market penetration strategy, the organization tries to grow using its existing offerings
(products and services) in existing markets. In other words, it tries to increase its market
share in current market scenario. This involves increasing market share within existing
market segments. This can be achieved by selling more products or services to
established customers or by finding new customers within existing markets. Here, the
company seeks increased sales for its present products in its present markets through
more aggressive promotion and distribution.
This can be accomplished by: (i) Price decrease; (ii) Increase in promotion and
distribution support; (iii) Acquisition of a rival in the same market; (iv) Modest product
refinements
Market development
In market development strategy, a firm tries to expand into new markets (geographies,
countries etc.) using its existing offerings.
This can be accomplished by (i) Different customer segments (ii) Industrial buyers for a
good that was previously sold only to the households; (iii) New areas or regions about of
the country (iv) Foreign markets. This strategy is more likely to be successful where:- (i)
The firm has a unique product technology it can leverage in the new market; (ii) It
benefits from economies of scale if it increases output; (iii) The new market is not too
different from the one it has experience of; (iv) The buyers in the market are intrinsically
profitable. (v) tosspot
Product development
In product development strategy, a company tries to create new products and services
targeted at its existing markets to achieve growth.
This involves extending the product range available to the firm's existing markets. These
products may be obtained by: (i) Investment in research and development of additional
products; (ii) Acquisition of rights to produce someone else's product; (iii) Buying in the
product and "branding" it; (iv) Joint development with ownership of another company
who need access to the firm's distribution channels or brands.
Diversification
In diversification an organization tries to grow its market share by introducing new
offerings in new markets. It is the most risky strategy because both product and market
development is required. (i) Related Diversification - Here there is relationship and,
therefore, potential synergy, between the firms in existing business and the new
product/market space. (a) Concentric diversification, and (b) Vertical integration. (ii)
Unrelated Diversification: This is otherwise termed conglomerate growth because the
resulting corporation is a conglomerate, i.e. a collection of businesses without any
relationship to one another strategy for company growth through starting up or acquiring
businesses outside the company’s current products and markets.

Even the most well-thought-out business plan is just a stack of paper if it isn’t coupled with a
plan for implementation. This is the portion of the business plan where you’ll clarify objectives,
assign tasks with deadlines, and chart your progress in reaching goals and milestones. Here are
some guidelines for successful business plan implementation:
Objectives: Our objectives is crystal clear and specifically spelled out, since we’ll use them as a
building block for the rest of the implementation plan.
For example, let’s assume we startup is a small consulting firm. our objective should be tough
but reachable, and could read something like this:
 Secure office space and be open for business in three months.
 Sign 20,000 clients within first year.
Tasks: This part details what must be accomplished to achieve our objectives. Include a task
manager for each step, so that roles are clearly defined and there is accountability. As we
enumerate tasks and assignments, these descriptions should be plainly and generally stated; don’t
get into a step-by-step, micromanaged explanation of how the tasks will be carried out.
Emphasize the expected results associated with these tasks. Continuing with the above example,
the tasks section might read like this:
 Secure office space – real estate agent
 Obtain licenses and permits – we
 Set up office phones and computers – office manager
 Begin recruiting clients – sales manager
 Create marketing collateral – marketing manager
 Solicit referrals from clients – relationship manager
This list is obviously very specific to this particular firm and is a brief illustration. We may wish
to go into more details, assigning tasks to ourself such as obtaining financing, networking with
prospective clients, etc.
Time allocation: Each task should be paired with an appropriate time frame for completion. We
should be aggressive but reasonable with our time allocation in order to ensure not just
completion but competent work. For assistance in framing this timescale, use a program such as
Microsoft Project, or just create our own Gantt chart – a helpful tool that shows how long it will
take to complete different tasks and in what order the tasks should be finished.
Progress: we or a member of our management team needs to be in charge of monitoring each
task’s progress and the completion percentage of each objective. When delays occur, try to get to
the root of the problem. Did the person responsible drop the ball? Did he or she have too many

responsibilities to handle? Did a third party, such as a supplier or the bank, fail to hold up its end
of a deal? Adjust your Gantt chart appropriately to account for the delay, and make a note of the
previous deadline and the reason it was missed.
The more efficiently we start implementing our business plan, the more likely it is that we will
survive this early period.
.
There is more to going into business for our self than just getting business cards printed or
sticking up a web page .Unanticipated business expenses can wreak havoc on both our business
and personal life. Great expectations are great; realistic expectations are better.
Equipment - No matter what, every self-employed entrepreneur has some equipment needs.
Will we need a new computer or upgrades to your existing one? Are we prepared to pay for
repairs? Do we have a back-up plan when equipment is being repaired? This may include our
cell phone or its charger, your computer monitor, your car, the widget on your gadget -- anything
we use which is integral to our business can break down, including our own body and mind.
How will our business be handled if we are ill or hurt?
Space an office suite, or Starbuck's need a business space. Will we need a space to build, write,
store, or meet with prospective clients? How much space will we need? Will our space meet the
IRS requirements for a tax deduction. So we have to manage appropriate space .
Marketing - This may include additional cell phone time, business cards, advertising in local
print media, flyers - printing, paper, design, ink.. For example, with an inkjet printer, the ink is
often more expensive than the paper, especially if we print in color.
Networking - Although networking is probably the least expensive marketing we can do, it is
important to attend networking events for certain types of business. Such events incur costs for
meals, parking, travel, etc.
Filing fees - Will we be filing a DBA ("doing business as", also known as "fictitious business
name" or "assumed name")? The laws vary from state to state and country to country, but even if
local laws don't require it,
.
Licensing - Does our new business require local, state, national, or international licenses? If it is
require then we have collect license .
Taxes - Prepare to pay quarterly as cash starts to flow. Entrepreneurs have many deductible
items, but they also have to pay all social security taxes. Remember, no one is withholding for
you. A good practice is to set up a separate account for taxes and transfer money into there as it

comes in.Plan for these things when we're calculating your initial cash flow requirements, and
we'll save our sanity, and maybe even our business, down the road.
Evaluation merits and control:
Marketing lasting gives management the information it needs to make a final decision about whether to
launch a new product. As a new product of tourism field our organization manager have to make final
decision about the new launch. Before launching that new innovative product the management thought
about those viewpoint which are discuss as follow
When
The first decision of launching our new product is whether it is the right time to introduce a new product,
in the field of tourism which is one of the largest industry now a days. As its complete new tourism based
product. People mover to consume new so we took the chance for innovative tourism perception.
Where
The company must decide whether to launch the new product in a single location, a region, several
regions, the national market or the international at market. Few companies have to confidence, capacity
and capacity to launch new products into full national distribution. Small companies in particular tend to
select on alternative city and put on a blitz campaign to inter the new market. As a private small company,
we select three cities to inter the market. Those cities are sharsa, benapol,, (jessore), sathpukoria,(
comilla), and mirzapur() tangail). Those cities are selected after some reliable survey over those places.
We selected those cities because as a new tourism product this business or organization can easily be
flourish
To Whom: Within the rollout markets, the company must target its promotion to the best
prospect groups . Our management have determined profiles of prime prospects during earlier
market testing our main target market are rural community. We have to motivate them to travel.
As we ensure them totally new travelling experience.
How: our company must have to develop an action plan for introducing the new product
into the selected markets and spend the marketing budget on marketing mix . we prepared
appropriate marketing budget and marketing mix regarding our selected customer .

Product life cycle Strategy: After Launching a new product , management wants the
product to enjoy a long lucrative life. Although the product isn’t expected to sell forever. as al
new product our product has passed all the product life cycle strategy to maximize profits. Our
product’s marketing strategy is normally performed several times. Here the “PLC” of our new
product.
Product development: Begins when the company finds and develops a new idea
during the product development stage our company’s sells zero and company’s investment cost
add up .
Introduction: During this period of life cycle the sells add slow growth as the new product
already been in introduced into the market . in this stage our profits are non-existence because of
the heavy expense of product introduction.
Growth: In this period of life cycle our organization reach the top point of profit and selling .
Maturity: As a period of slowdown in sales growth Because the product has achieved
acceptance by most of it’s potential buyers. But as introduction of new competitors and
innovative product sales slowdown and profit been lessen day by day.
Decline: As the period when sales fall off quickly and profit drop usually in stage. our
management per formulate the whole planning process and change the strategy .

Conclusion: Tourism is one of the largest industries all over the world including
Bangladesh. Social tourism is a new crystal dimension in Bangladesh for rural society. We are
the new opening entrepreneurs in Bangladesh to in close .all types of people basically rural and
small town. As a new emerging idea, we have to face various bizarre situations. From one year to
another our new company is reaching better condition. it all create employment opportunities and
new entertainment source in our country.as a new market to sustain, service quality will improve,
new facilities and model will be introduced . as an introductory stage , there are only a few
competitors who produced basic versions of the product, because the market isn’t ready for
services refinements. Of great importance in world tourism flows is tourism deriving from the
participation in tourist and leisure activities of those social groups with modest incomes. Such
forms of tourism have required social and political intervention to transform the basic principles
of the universal right to rest and leisure into practical reality — the promotion of ‘social
tourism’. This article describes the evolution of social tourism from its roots in the first half of
the 20th century when industrial workers obtained annual paid holidays, to the present when tens
of millions of people both in the industrialized and developing countries are involved in tourist
activities. Many groups still have need of intervention to obtain tourism goods. The main
organisations involved in promoting social tourism are outlined, with observations made on its
future evolution.
So our promotional expenditure will increase to inform new consumers of this new service and
encourage them to achieve it.

Assignment On:
Social Tourism
.
Submission Date: 17 - 11- 2016

Group Members
Serial No Name Id No
01. MD. ZAHIDUL ISLAM 54
02. MD. OSMAN GANI 66
03. Akash shikder 82
04. MD. MAMUN HASAN 96
05. MD. SADDAM HOSSAIN 104
06. NISHAT TAMANNA 128

November 17, 2016
Prosanjit Saha
Lecturer,
Department of Tourism & Hospitality Management,
University of Dhaka.
Subject: Submission of a term paper on Social Tourism.
Dear Sir,
It is a great pleasure to present the term paper titled “Social Tourism” which was assigned to us
for gaining new knowledge about new Concept related to tourism which is introducing first in
Bangladesh through our hand.
Throughout the study, we have tried the best of our capacity to overview about Social Tourism
from different aspects and tried to follow the instructions you suggested. We tried our best to make
this report as much informative as possible. We sincerely believe that it will satisfy your
requirements.
We are grateful to you for your guidance and kind co-operation at every step of our endeavor on
this term paper. We shall remain deeply grateful, if you kindly put some effort to go through the
report and evaluate our performance.
All of our efforts will be successful if the report can serve its purpose.
Sincerely Yours,
THM 8TH Batch
Group name: NEBULA
Department of Tourism & Hospitality Management,
University of Dhaka

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