PARADISE BLUETravel Agency

Course: MKT202Sec: 17

A Marketing Project on a Travel Agency of Bangladesh

PREPARED BYImteaz Alam Rabby 1220684030Mohd. Rifatul Maksud 1310429630Kazi Saad Sabab 1210737030 Md Rezaul Karim 1231165030Tasnia Tasnim 1231058630

PREPARED FORT.M TAWFIQ HOSSAIN

Lecturer and Course Instructor,School of Business,

North South University

North South University, Fall 2013

Introduction

• A Company that is committed to serve– Customer’s need– Environment

Mission Statement and Vision Statement

• Mission Statement – “Seek for Life” The company seeks to offer to observe, explore, and know the natural beauty and the

beauty of life

• Vision Statement– To provide training facilities to support our staff in the School of Hospitality.– Our number one goal, "CUSTOMER SATISFACTION" – Giving the best service and customer satisfaction with a minimum amount of profit.– To be recognized as one of the best travel agency service provider in Bangladesh.– To give people chance to know better about the life and its beauty.

Objectives

• Objectives – To be the first choice of tourism package in the region in the route of Cox’s

Bazar to Saint Martin’s Island.– To provide the best, most cost-effective services.– To build an effective and long-term relationship with our clients.– To be renowned in the tourism community with respect.– To be a well-known organization with a environment efficient performance.

Environment Analysis

• Environmental analysis includes the external forces that have an effect on the company and its service which defines company’s growth and profit .

• PEST Analysis:

PEST Analysis

POLITICALANALYSIS

• Government Law• Instability• Legislation & Regulation • Fiscal Policy of the

Government

PEST Analysis

ECONOMICALANALYSIS

• Basic Environment Situation • Resources • Growth, Inflation Interest Rate• Labor and Unemployment

PEST Analysis

SOCIALANALYSIS

•Demographics and Population Growths

•Lifestyle •Health And Education •Public Attitude and Taboos

PEST Analysis

•Communication •Invention and Development •Product Technology •Information Technology

TECHNOLOGICAL

ANALYSIS

Competitor Analysis• Competitors are the part that gives an organization a challenge. A competitive life,

that makes the work progress and flow

• Our Competitors are,– Abokash– Ariyan Holidays– Shagorika Travels Ltd

• Some Strengths and Weaknesses of the competitors are given below

Strengths Weaknesses•Long term in the market•Better financial support•Experience•More market share•Strong management team

•Less use of the technology•Expensive packages•Unutilized resources•Unmodified or old packages

• Competitive Advantageso New and Modern Packageso Better usage of communication skills and technologieso Better utilization of the resourceso Increasing demand in the marketo Less price and better packageso More usage of technical and managerial expertiseo Experienced stuffso More usage of local expertiseo Using the natural resources in a productive and effectively in a

efficient way

Competitor Analysis

• Competing With the CompetitorsoMore emphasize on socio-economic viewoProviding more quality products then competitors.oIncreasing brand promotionoMaking innovative and distinct productsoMaking the price of its products more competitive.oMore emphasize on maintain standard of performanceoMore emphasize on customer value and satisfactionoUtilizing and using the nature more and in a efficient way

Competitor Analysis

Market Segmentation

• Geographic Segmentation– Local Customer– International Customer

• Demographic Segmentation– Tourist Income (Hi-Income / Mid-Income)– Young Generation– International Customer

Market Segmentation• Psychographic SegmentationSocial class:

Our Main Focus in on Grade 1 and 2• Behavioral Segmentation Benefit sought: -Continental food -Seafood

-Lounge -BBQ -Unplugged concert -Guide facility for sight seeing

Grade Social Status1 Upper middle class

2 Middle class

3 Lower middle class4 Skilled working class5 Working class6 Those at the lowest levels of subsistence

Market Segmentation

• Target Segmentation– According to our business strengths, we will target mainly the

BEHAVIORAL and PSYCOGRAPHIC segmentation.

Positioning

• Positioning is the way in which a product or service is defined by the customers on important attributes of that product or service

• Choosing the right Positioning– Step 1: possible competitive advantages

can be Product differentiation, Services differentiation, Channel differentiation, People differentiation, Image differentiation

– Step 2: Product differentiation and service differentiation advantage.

Positioning

• Choosing the right Positioning– Step 3: Value proposition is the full mix of benefits upon which a brand

is positioned

Price

More The Same Less

Benefit

s

More More for More More for the Same

More for less

The Same

The same for less

Less Less for much less

Positioning

We usually follow more for more and the same for less method.

• Choosing the right Positioning– Step 4: Positioning statement

“Don’t be afraid!”

‘’Paradise Blue’’ is taking responsibility of everything that may bother your vacation. Give your life the best moments, with us

The Marketing Mix

• Marketing mix is a business tool, often synonymous with 4 Ps: Product, Price, Promotion and Place.

Product and Service

• Packages

― Every package is available in both luxurious and general mood. Differences between the Luxurious and General packages are segmented by offering food, transportation and accommodation facilities.

― Custom made packages are also available.

Package Name Duration

Honeymoon Package (Shopno) 5N/6D

Family package (Priyo) 4N/5D

Corporate package (Shafollo) 1N/2D

Student Package (Bondhutto) 3N/4D

Day to Day (Khonik) 1D

Product and Service

• We select good-value pricing which offers the right combination of quality and good service to fair price.

Package Name Duration

Honeymoon Package (Shopno) 5N/6D

Family package (Priyo) 4N/5D

Corporate package (Shafollo) 1N/2D

Student Package (Bondhutto) 3N/4D

Day to Day (Khonik) 1D

Product and Service

• We Provide– High Quality Accommodation and Food– Beach Sports– Wi-Fi– Lounge

Duration Per Day Night

Departure Cox's Bazar

Destination Saint Martin Island

Transport Bus and Sea truck

Accommodation Hotel

Breakfast 1 Breakfast

Lunch 1 Lunch

Dinner 1 Dinner

Sight Seeing No

Guide Service Yes

Day Planning Own Plan

Other Facilities Guide Service

Amusement Unplugged Music Show, Raffle Draw, DJ Party

Pricing

• Market skimming strategy: With high initial prices to “skim” revenue layers from the market.

• Market-penetration strategy: With a low initial price in order to penetrate the market quickly to gain market share

Package Name DurationCost (per head)

GeneralCost (per head)

LuxuriousHoneymoon Package (Shopno) 5N/6D 7,000.00 9,500.00Family package (Priyo) 4N/5D 6,000.00 7,750.00Corporate package (Shafollo) 1N/2D 2,500.00 3,750.00Student Package (Bondhutto) 3N/4D 4,000.00 5,500.00Day to Day (Khonik) 1D 2,000.00 3,000.00

Promotion

• Coupons• Advertising Specialties• Premiums

Samples

Coupons

Cash refunds

Price packs

Premiums

Advertising specialties Patronage rewardsPoint-of-purchase

displays

Demonstrations

Contests

Sweepstakes

Games

Place

• Two placing strategies:• Upstream Partners

1. Bus And Car Services2. Sea truck3. Accommodation and Food

• Downstream Partners

Environmental Strategies

• Tree Plantation• Eco-logical Transportation• Raising awareness

Conclusion

Paradise Blue is new travel agency started to provide premium services among different customers. Our tour will be started from Cox’s bazar to Saint Martin Island via Teknaf. We’ll ensure our customer satisfaction by providing better services to meet their needs. The initiatives we have taken will not only bring us profit but it will develop the quality of the tourism sector. So based on our service qualities, it can be assumed, in future we will be having a better market share and customer database.