This strategic marketing plan aims to promote the tourist destination of Sagordari in Bangladesh. Sagordari is famous as the residence of poet Michael Madhusudon Dutta and draws large crowds annually for its modhu mela festival. The plan seeks to increase visitation by 40% through improving transportation, accommodation, entertainment facilities, and promoting the cultural heritage of Michael Madhusudon Dutta. A budget and action plan is proposed to conduct promotional campaigns, develop tourist infrastructure and amenities, and estimate increased profits of over 2 lakh taka from higher tourism revenues if visitation grows by 40% as targeted.

1. Strategic Marketing Plan
(Rajbari, Sagordari, Jessore.)

2. Background
 Sagordari is a famous tourist spot, which is on the
bank of Kopotaksho River, in Keshabpur Upazila
under Jessore district in Khulna Division.
 Sagordari is famous for the residence of Great Poet
Michael Madhusudon Dutta.
 A huge crowd comes to Sagordari every year for the
occasion of modhu mela.

3. Objectives of this Report
To recommend
Bangladesh
Tourism Board
to promote this
destination for
attracting
tourists.
To find out
threats and
weaknesses
of this
destination.
To identify
opportunitie
s of this
destination.
To recommend
for making
standard
accommodation,
transportation
and restaurant
facilities.
To
recommend
for making
another
entertainme
nt facilities
for visitors.
Increase visitation 40%
in 2016
Primary
objective

4. Problem Identification of Sagordari
tourist spot
Most of the building
is going down that
deterioration of the
buildings.
Vulnerable and less
transportation for
going to Sagordari
There is no
arrangement for any
kinds entertainment
facilities
There are no any
travel guides
More price of
everything.
No safety for girls at
all
Drugs are easily
found.
Curetting system is
very low.
Environment is very
dirty.
No details of
Michael clan that is
very sorrowful.

5. Objective Achievement through 4P Model
Product
many books based on details of Michael clan
accommodation facilities
restaurant facilities
Entertainment facility
Clean and safe environment.
Price
Pricing problem of any things is the major problem here.
Which banana is sold in 6 taka in Dhaka, in Sagordari that is
sold in 10 taka.
should have booth of bank

6. Objective Achievement through 4P Model
Promotion
media should be concern
Advertising and publicity should be made more.
Leaflet and banner should be made on the lifestyle of the Great poet
Michael Madhusudan Dutta.
Slide should be shared on the picture of Michael, his lifestyle, and also
his parents so that visitors are more attracted through it.
Distribution
 Travel agents and tour operators should be careful
 Local community should concern and properly expose about this
destination to the tourists so that tourists want to come here.
 How to reach: From Dhaka to Jessore by road & air. From Jessore bus
terminal to Kashobpur by bus (32 km, fare: Taka 25-30). From
Kashobpur to Sagardari by van or battery-powered auto-rickshaw (12
km, fare: taka 20). But all the time van and battery-powered auto-
rickshaw are not available.
 Road should be constructed and transportation facilities should be better.

7. Action plan
Month Budget Action
January 8,00,000(peak season) Promotional campaign
Sells books at a lower rate.
Providing pictures, posters of
Michael
Brings celebrities in the
Madhu Mela
February, March, April , May 9,25,000 Offering prizes for the
visitors.
Ads
Ads on Fm radio
channels
Playing songs and video
June, July 6,00,0000 Investment for travel agent
and tour operators.
Various cultural programs
arrangement in Sagordari.

8. Action plan
August, September &
October
5,18,000 Advertising in face
book, motivate
influential bloggers and
celebrities.
November & December 3,23,000 More advertising and
other promotional
campaign and
supervision &
maintenance are
essential because next
month is the peak
season for Sagordari.

9. Cost-Benefit Analysis
Existing Condition
Total Number of Visitors = 150
Entrance Fee = 50
Total Earnings (per day) = 150*50=7500
Total Earnings (per year) 7500*365=27, 37,500
Total cost = 20%
Total cost = 27, 37,500*80÷100=21, 90,000
Total profit = 27, 37,500-21, 90,000=5, 47,500
Here my objective is to increase 40% visitation. Then profit=?
If 40% visitation, total numbers of visitors are=210
Total earnings (per day) = 210*50=10,500
Total earnings (per year) = 10,500*365=38, 32,500
Total cost =38, 32,500*80÷100=30, 66,000
Total profit = 38, 32,500-30, 66,000=7, 66,500
If visitation is increased by 40% then profit will be maximized
= (total profit of expected situation-total profit of existing situation)
= (7, 66,500-5, 47,500)
=2, 19,000