The document summarizes a business plan presented by the group PentaWitz for their travel guide company called Bengal Rovers. The company aims to provide customized tour packages and travel services to domestic and foreign tourists to explore scenic locations across Bangladesh. The plan outlines their target markets, marketing strategies, projected sales and expenses. It also discusses their environmental and expansion initiatives as well as potential operational issues.

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2.  MKT 202
 Principles of Marketing
 Varqa Shamsi Bahar
 Lecturer
 School Of Business, BBA Program
 North South University
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3. Group Name: PentaWitz
Members:
Mahjabeen Ashraf (121 1099 030)
Shafayat Habib (121 0170 030)
Tanvir Ahmed (121 0041 030)
Tanzim Ahmed (121 0813 030)
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4.  Our business idea is to create a travel guide company to guide
the tourists from home and abroad to explore and experience
the scenic beauty of Bangladesh along with the adventures she
has to offer, within a convenient/reasonable price range around
the year.
• To provide detailed and up to date travel information, tailor made
itineraries for a wide range of destination in and around
Bangladesh with services and facilities developed in collaboration
Objective: with local communities and in harmony with the environment.
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5.  Although Bangladesh is a small country many locations have
still remained unexplored by both local and foreign tourists
 Due to the rapidly growing tourism industry in Bangladesh
such a service stands as one of the most fruitful opportunities to
thrive in.
Also given the fact that the no. of competitors is very few
 So our aim is to provide our quality services at the untapped
places of Bangladesh while representing it‟s picturesque beauty.
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6. DATA TO JUSTIFY
BUSINESS OPPORTUNITY
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 Visit by Tourists in the year 2007

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 Annual income from tourism industry from 2003-2010*

9.  Market Growth Rate: 4.37%*
 According to the latest data from Ministry of Civil
Aviation and Tourism in 2007 there is an increasing trend
in tourist arrival in Bangladesh
 According to Annual Income from Tourism Industry chart
annual income has increased consistently over the years
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10.  Foreign Exchange Earnings from tourism in the year 2010
is tk.6122.48 million which is 16.28% more than that of
2009**
 The contribution of travel and tourism to Gross Domestic
Product of Bangladesh is expected to rise from 3.9%(BDT
265.9 billion/ US $3786 million) in 2010 to 4.1%(BDT
788.4 billion/ US $8781.7 million) by 2020**
Source: *International Academic Research – Journal of Business and Management – Vol. 1, Issue. 2, Page 27
**Strategic Management of Tourism Industry in Bangladesh to Increase GDP: An Analysis by Mohammad Mahboob Ali & Rehana Parvin – Office
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of Research And Publication(ORP) – Working Paper No. AIUB-BUS-ECON-2010-04

11.  Tourism industry in Bangladesh is in GROWTH stage of PLC grid
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12. Competition
 Bangladesh Parjatan Corporation
 Guide Tours Ltd.
 Tiger Tours BD
 Bangladesh Eco-Tours
 Other Local Travel/Tour Guides 12

13. Marketing Strategy
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14.  Demographic Segmentation
 Based on Age: Young and Old(generation X &Y)
 Based on Income: Middle class & Upper Middle Class
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15.  Differentiated Targeting
 We offer both differentiated ready made and tailor made
tour packages for each demographic group in each region
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16. Social Class SEC B Social Class SEC C
 13.28% of Total population  15.67% of Total population
 He/She is a house owner or  Income level generally lies
officer/executive between BDT 45,000 to
(mid/senior) BDT 65,000.
 Income level is minimum  SSC/HSC graduate,
70,000 BDT to maximum Diploma degree.
90,000 BDT.
 Has a Bachelors degree.
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17.  Service Differentiation: ideal blend of adventure and
exploration with comfort and
relaxation within reasonable
price
 People Differentiation: specially trained knowledgeable,
multilingual, interactive local
guides and experts are employed
for treks and special interest
tours.
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18.  Package Dependent:
More for More (for Tailor made packages)
More for Same (for Readymade packages)
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19. Marketing Mix
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20. 1. Core Customer Value
• unique enjoyable experience during leisure through our
specialized tourist services
2. Actual Service
• Brand Name, Features, Design, Packages, Quality Level
3. Augmented Service
• After Sales Service
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21. Features: Design:
to generate pleasant personal strong focus on the activities that
experiences , tourists can perform does not astray
from the basic needs of customers
2. Actual Service
to attain a better and meaningful for comfortable and secured
understanding of the deep-rooted accommodation while traveling
culture of Bangladesh.
Brand Name:
Bengal Rovers
Packages: Quality Level:
several discount maintained in a
travelling packages consistent manner
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22. 3. Augmented Service
Option of collecting the printed pictures
taken throughout the travelling period by our
guides
Purchasing souvenirs online
Delivering complimentary souvenirs to the
tourists address on quarterly basis for first 2
years
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23. Cox‟s
Bandarban
Bazaar
Sundarban Sylhet
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24.  Pricing Strategy:
Value Added Pricing Strategy
Market Skimming
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25.  Includes:  Doesn’t Include:
 All entrances as per itinerary  Personal expense
 A/C vehicle (except for Sundarban & Adventure  Permission for foreign tourists
package)
 Services not specifically mentioned in
 Multilingual local guide itinerary 25
 Snacks & meals

26.  Bill Boards  Social Networking Sites
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27.  Flyers, Brochures(esp. in
5Star hotels)
 TV advertisements
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28.  Other promotional campaigns:
 Discounts in tourism peak seasons
 Print media
 Pop up adds in
http://www.rehab-bd.org/* ,
http://www.parjatan.gov.bd/ ,
http://www.visitbangladesh.gov.bd/
(most visited websites on tourism in BD by tourists except*)
 Stall in Rehab Fairs
 „Vote for Sundarban‟ Stall in all the itineraries possible, during “Vote for
Seven Wonders of the World” poll times 28

29. Distribution
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30.  Direct Marketing Channel
1. Corporate offices at active locations
2. Online via official website
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31. Environmental Strategy
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32.  Our guides will carry portable trash bags 32

33.  Memorial tree plantation activity (optional) by the tourists 33

34.  Voluntary Beach Cleaning event on Environment Day 34

35. Sales Projections
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36.  Penetrated Market: 32%
 Target Market: 70%
 Invested Capital: BDT 4 Crore (apprx.)
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37.  Yearly Sales Target(YST): BDT 90 lakh
 YST Accomplishment Estimate: BDT 80-85 lakh
 Break-even Period: 5.5-6 years
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38. Estimated Total Yearly Sales: BDT85/90,00,000
Estimated Total Profit: BDT 20,00,000
Estimated Total Yearly Expense: BDT 11,50,000
Estimated Yearly Net Profit: BDT 8,50,000
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39. Operational Issues
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40.  Expansion Strategy
1. Adding an extra location to explore every year
2. We wish to include extra features to our packages every
year.
3. After break-even is reached and substantial revenue is
earned resorts will be built in tourist hot spots
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41.  Natural disaster affecting key locations resulting in
declining sales
 Climate changes affecting the natural beauty of
specific regions during specific times of the year
 Terrorism, civil unrest poses negative vibe for tourists
 There is a high rate of employee turnover in this
industry due to lack of competence
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