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Tourism in Bangladesh Marketing Plan


<p>AcknowledgementAs a part of our studying Business Administration, our course instructor of Strategic Marketing had assigned us to prepare project on Marketing Strategy of travel and tourism in Bangladesh.At first, we would like to express our deepest gratitude and respect to our honorable faculty Mr. Samy Ahmed, for his valuable contribution and lessons. His painstaking effort at importing his students with the necessary skills and expertise goes far beyond his responsibilities as a teacher, and we are very grateful to him.We would also like to thank our friends who helped us to gather information. We couldnt do the job without their help. To do that it requires a great deal of help from others, which we got from our group mates. We are thankful to all the people who helped us in this report.</p> <p> Table of ContentsTopic No. Topic NamePage No.</p> <p> 01 Introduction 4</p> <p> 02 Objective 5</p> <p> 03 Tourists site in Bangladesh</p> <p> 6</p> <p> 04 Market Segmentation 9</p> <p> 05 Packages and Offerings 12</p> <p> 06 Types of distribution and promotion 17</p> <p> 07 SWOT analysis 20</p> <p> 08 Targeting Market 23</p> <p> 09 Current Market Situation &amp; Competition 24</p> <p> 10 Financial Statement 29</p> <p> 11 Conclusion 33</p> <p>Letter of Transmittal</p> <p>Date: 4th December, 2014ToSamy AhmedLecturerSchool of Business AdministrationNorth South UniversitySubject: Submission of project on Travel and Tourism in Bangladesh.Dear Sir, Here we are submitting our project on Marketing Strategy of Travel and Tourism in Bangladesh prescribed by you in your course Strategic Marketing. We would like to recall with gratitude, the tremendous support and encouragement, which we received from you. We have tried our best to implement the relevant theories that you have taught in this course.</p> <p>As an Instructor and Advisor to the report, you provided valuable insights and academic training to improve the quality of the work. We are grateful for your stimulating guidance and encouragement during the period of preparation this project. Without your guidance, this would simply not have been possible.There may have many omissions and errors on our part but we have tried our level best to prepare this report to the required standard.We are looking forward for your kind appraisal on this project.</p> <p>Introduction:Tourism is the largest and rapid growing industry of modern business world. It has a vital influence on economic development of a country. For many developing countries like Bangladesh, it is one of the main income source and creating much needed employment and opportunities for development. Tourism is essential for our country due to its capacity to generate income through the consumption of goods and services by visitors and tourists. Bangladesh has natural, ecological, cultural and other tourism products to attract tourist. The country has much to attract international and domestic tourists. Bangladesh's tourist attractions include, historical and monuments, resorts, beaches, picnic spots, forests and tribal people, wildlife of various species. Bangladesh offers ample opportunities to tourists for angling, water skiing, river cruising, hiking, rowing, yachting, sea bathing as well as bringing one in close touch with pristine nature. Bangladesh, as a vacation destination, has many facets and strengths. Bangladesh is endowed with almost all the natural potentials that attract tourist. These include: among the beaches, Coxs Bazaar is the longest unbroken clean and sandy beach in the world. Kuakata is another sea beach, known as sunrise and sunset. Sundarbans is the home of the majestic Royal Bengal tigers. Rangamati is known as the heart of the panoramic Lake District. Sylhet is known as the land of twelve spiritual Awuilia which fascinating hills and tea gardens. Chittagong is the largest port city of the country and known as the city of shrines. Natural reserved forests are great attractions. Above all, reverie beauty, colorful tribal culture and simple village life are the main factors for attracting visitors. </p> <p>Objectives Our main objective is to increase Bangladeshs share of global visitor markets. To offer visitors compelling destinations of distinction. To champion a successful, thriving tourism industry. To facilitate greater engagement between the visitor and the experience. To promote responsible and community-based tourism so that locals can enjoy increased socio-economic benefits and improved environment. Promote the development of quality visitor experiences. Raise the profile and understanding of tourism as a major economic contributor and of the work of Tourism Company with stakeholders and wider industry To minimize negative social, economic and environmental impacts of mass tourism and promote tourism which is sustainable. To promote and ensure the respect and dignity of people in tourism, marketing and promotion of tourism. To create and promote forms of tourism that provide healthy interaction opportunities for tourists and locals and increase better understanding of different cultures, customs, lifestyles, traditional knowledge and believes. To provide tourists with authentic, educational and quality experiences by creating opportunities for them to interact with locals in an unstructured, spontaneous manner To deliver the services and resources that allow us to fulfill and maintain normal business activities Continuously provide enjoyable quality excursions/trips on time and on budget. Develop consciousness among customers about Bangladeshs environment and culture. We are fully committed to supporting growth and development in the tourism and overall economy.</p> <p>Tourists site in BangladeshDhaka: Sonargaon: Cultural Capital of Bangladesh, Bangladesh Institute of Arts and Crafts, Central Shahid Minar : The Symbol of Bengal, The Dhaka Zoo, The Suhrawardy Uddyan, National Art Gallery of Bangladesh, Chota Katra, Bara Katra, Mausoleum of National Leaders, Ahsan Manzil Museum, National Museum, Science Museum, Mukti Juddha Museum, Bangabandhu Memorial Museum, Bahadur Shah Park, National Memorial of Dhaka, The Lalbagh Fort .</p> <p>ChittagongPort City of Chittagong, Himchari, Moheskhali, Inani Beach at Coxs Bazar, Khagrachari, Chandraghona (Biggest Paper Mills in Asia, Kaptai Lake, Buddish Temple at Rangamati, Sitakunda, Patenga and Fouzdarhat Beaches, Mercantile Marine Academy at Juldia, Foy's Lake, Shrine of Shah Amanat, Tomb of Sultan Bayazid Bostami, Cox's Bazar (The Longest Sea- Beach), Saint Martin, Court Building Museum,,</p> <p>Coxs Bazar:Cox's Bazar beach Miles of golden sands,towering cliffs, surfing waves, rare conch shells, colorfulpagodas, Buddhist temples and tribes, delightful sea -food--this is Cox's Bazar, the tourist capital of Bangladesh. Havingthe world's longest (120 kilometers.) beach sloping gentlydown to the blue waters of the Bay of Bengal, Cox's Bazar isone of the most attractive tourist sport in the country.Other places deserve visit by the tourists like TheAggamedaKhyang, Cox's Bazar, Himchari, Inani, Maheshkhali, Ramu,Sonadia Island, Teknaf etc</p> <p>BandarbanBandarban has been one of the most beautiful tourist destination of Bangladesh.nature has adorned this region with its magnificient and splendis green ornaments.Beauty is scattered everywhere of Bandarban. In Bandarban there are places like Meghla parjatan, Nilachal and Shuvronila, Shoylo prapot,Chimbuk, Nilgiri, Boga lake, Golden temple, Rijuk Fall, Mirinja parjatan, Upaban parjatan,Shoila Propat, Shornomondir etc.</p> <p>St. Martin islandSt. Martins Island is the most beautiful Coral Island where you will find live corals. Its only 30 km from Teknaf and can go there by local motorboat, tourist boats, or sea truck. This is a small coral island with beaches fringed with coconut palms and bountiful marine life.</p> <p>kuakata:Kuakata, locally known as Saga rKannya (Daughter of the Sea) is a rare scenic beauty spot onthe southernmost tip of Bangladesh. Kuakata in Latachapli union under Kalapara Police Station ofPatuakhali district is about 30 km in length and 6 km in breadth. It is 70 km from Patuakhali district headquarters and 320 km from Dhaka. At Kuakata excellent combination of the picturesque naturalbeauty, sandy beach, blue sky, huge expanse of water of the Bay and evergreen forest in really eye-catching</p> <p>Rangamati:From Chittagong a 77 km road amidst green fields and winding hills will take you to Rangamati, the headquarter of Rangamati Hill Districtwhich is a wonderful repository of scenic splendours with flora and fauna of varied descriptions. The ownship is located on the western bank of the Kaptai Lake. For tourists the attractions ofRangamati are numerous, tribal life, fishing, speedboat cruising, water skiing, hiking, bathing or merely enjoying nature as it is. Some of the Offers: Bangladesh Parjatan Corporation provides suitable hotel and cottage accommodation, catering,speed boat, paddle boat and other facilities at Rangamati.</p> <p>Sundarban:In the south-western part of Bangladesh, in the district of greater Khulna, lies the Sundarbans, the beautiful forest. It is a virgin forest which until recently owed nothing to human endeavour and yet nature has laid i t out with as much care as a planned pleasure ground. For miles andmiles, the lofty treetops form an unbroken canopy, while nearer the ground, works of high and ebb-tide marked on the soil and tree trunks and the many varieties of the natural mangrove forest have much to offer to an inquisitive visitor. Here land and water meet in many novel fashions, Wildlife presents many a spectacle. No wonder, you may come across a Royal Bengal Tiger swimming across the streams or the crocodiles basking on the river banks.</p> <p> Sylhet:</p> <p>Jaintiapur Town (The Capital of an Ancient Kingdom), Gour Gobinda Fort, Shahi Edgah of Sylhet, Temple of Sri Chaitanya Dev, Tea Gardens of Srimongal, The Border Post of Tamabil-Jaflong, Madhabkunda, Hairpur Gas Field, The Shrine of Hazrat Shah Jalal, The Shrine of Hazrat Shah Poran, Lawachara, Madhabpur Lake,Bangladesh Tea Board at Srimongal.</p> <p>Market Segmentation:Market segmentation recognizes that people differ in their tastes, needs, attitudes, lifestyle, family size, composition etc. For decades market segmentation has been a useful way for companies to divide buyers into homogenous groups that differ from each other in some meaningful regard such as age, gender, place of accommodation, lifestyle or brand loyalty. Every tourist is different. Every tourist feels attracted by different tourist destinations, likes to engage in different activities while on vacation, makes use of different entertainment facilities and complains about different aspects of their vacation. Both tourism researchers and tourism industry use market segmentation widely to study opportunities. Market segmentation can be applied by any unit operating in tourism industry. A tourism industry is entity for which market segmentation is conductedFor Bangladesh tourism industry, we can segment the market into different variables. Those are discussed below in detail:1) Geographic Segmentation:Under geographic segmentation we can group potential customers based on their location, region and city.We will segment our tourist industry based on location. There are discernable differences in consumer preferences, purchase patterns, and behaviors across different geographic location in world. So we divide the market into South, West, North and east location all over the world. Most of the tourists coming from Europe, South Asia, USA, Gulf Cooperation Council Countries, East Asia and the Pacific Rim, USA, England, Australia and New Zealand and others.</p> <p>2) Demographic Segmentation:Demographic segmentation is usually large because in that segment tourist product can attract a limited. Under demographic segmentation we can divide the market into different variables. We can divide the tourist market into ages, gender, income, occupation and social economic classes. Age: All ages people may not respond same on different tourism packages for example people of 20-30 will not respond same as people of 40-60. Tourists groups are usually young and middle age people; sometimes families with children and even retired people are coming too visited at different locations. Family life cycle: Some Bengali UK and USA immigrants like to visit Bangladesh with their children to get familiar about culture and its heritage. Gender: both male and female are equally like to visit our country Bangladesh. Religion: Muslims, Hindu, Buddhists and Christian all are interested in their concerned religious sites in Bangladesh. Income level: People at different income levels like different packages for example people of high income level may like luxurious packages, luxurious hotels, and luxurious tourist location. </p> <p>3) Psychographic Segmentation: Under psychographic segmentation, we will segment our market into lifestyle. For psychographic segmentation customers special interests, hobby, opinions, and attitudes towards different types of vacations are important.Sports oriented: As many people like sports, so during world cup people from different countries like to visit Bangladesh. Cultural-oriented: In Bangladesh there are many places which in cultural heritage. So people who like cultural places would definitely visit in Bangladesh.</p> <p>4) Behavioral Segmentation:We can divide the behavioral segmentation into different variables such as occasions, user status, user rate, loyalty status etc. Special occasion: Some people may visit on special occasion. Many people visit at Saint Martin, Cox Bazaar during winter. We can also segment tourist industry bases upon users status, user rate, and loyalty status.</p> <p>Packages we offering Here we have divided our tourist market into 5 categories which are Students, couple, corporate, family, foreign tourist and one option for customize your packages. Packages Student packages Couple Packages Corporate Packages Family packages Foreign Tourist packagesBandarban: From Bandarban to Dhaka</p> <p>Tour areas we will cover: Nilgiri, Shoilopropat, Sonomodir,Nilacho, Mandir, , NilgiriDuration: 2 days and 3 nightsFood: we will provide with breakfast, lunch, dinnerAccommodation: Available accommodation &amp; tents Package price: BDT4999/- per person</p> <p>Saint Martin: From Dhaka to St. Martin</p> <p>From Dhaka to Saint MartinDuration: 2 days and 3 nights Food: we will provide with breakfast, lunch and dinnerAccommodation: Available accommodation and tentsPackage price BDT 6300 per person</p> <p>B...</p>


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