Submitted to: Professor hab.

Ewa Dziedzic Marketing for Tourism and Recreational Services

Submitted by: S. M. Sabbir ID: 50185 Date of submission: January 18, 2011

Introduction
Bangladesh is a small South Asian country which located in between India and Myanmar. Despite its size of the country luckily it has the worlds longest unbroken sand sea beach which is about 150 Km (according to Wikipedia: Coxs bazar). The beach is located in the bank of the sea Bay of Bengal. For decades due to the attraction of this huge sea beach a large number of local and international tourists come here every year. To provide the facilities for the tourists a huge number of hotel and some other shops, restaurants have been build and still building just near to the sea. This phenomena cause a environmental hazard in the beach area. Government is currently taking initiative to destroy all kinds of structure near to the sea beach. In such circumstances, a movable boat house might be a great idea to accommodate the tourists as well as protecting the environment. There are also some traditional cultural festivals by the tribal people living in the area. All of these activities will be organized to make a new tourist trend in the one corner of worlds longest sea beach.

Micro Environment
Supplier: There are plenty number of supplier for food, water and electricity (governments organization) at that area as it is a tourist spot. The laundry service, security service will outsource from the local service provider. Marketing Intermediaries: The Company will establish two agencies in two large city in Bangladesh. The first one will be in the capital of Bangladesh in Dhaka and the second one will be in the port city Chittagong. The agencies will be responsible for all kinds of marketing activities. In the beginning the company is thinking to outsource these agencies. It will collaborate with some all ready working agencies. In this way, the company can use the regular customer of the established agencies to know about this new service. Winter is the best season to attract the customer. During winter season, the company will provide some newspaper advertisement. Company: The company will be a part of a group of companies which currently operating in different business sector. This is a test case for the group to capture target customer as well as working with the government side by side. The major strength of the company is capability of

huge investment, using the group brand name, offering the service to the existing customer of the group. Competitors: The major competitor in this service is the existing Hotel services in the area. There are lots of hotels in the area. But the demand is also high in this area for accommodation. Moreover, as the government is implementing the law to withdraw all permanent structure near to the beach, these boat houses will be the only place to live near to the sea. Publics: The stake holders from the government side might be interested in this kind initiative because the service working with the steps of preserving the environment in the sea beach. Customer: Customer will be happy to have this kind of offering as it is new way of entertainment and on the sea. There are plenty amount of domestic customer who will be interested in having these kinds of offer. Moreover, there are also foreign tourist who might be enjoy a vacation on the worlds largest sand beach.

Macro environment
Economic forces: The primary target customer of this offer is to the middle to higher class of the society, which represent more than 45% of the whole society (according to Financial Express)1. Their income level is feasible to have this kind of offer. For the international tourist the offer is very attractive in terms of price. The current exchange rate for 1USD = 70 BDT. These service will increase the employment of local tribal people, performer and chef. One interesting thing is these service doesnt need a huge space for its main structure. Most of the part of the service is moveable (as it is boat). Demographic and social forces: There are a growing number of people who are earning as a medium class earner in Bangladesh. They are educated and want to spent some leisure during vacation outside the city area. Political and legal forces: Government is trying to protect the sea beach from its natural destruction by building permanent structure. Recently, government declared to withdraw all

http://www.thefinancialexpress-bd.com/2009/08/04/75200.html

kinds of permanent structure near to the sea beach. This tourist service effort might be viewed as working with the government and for the environment. Cultural forces: The tribal Bangladeshi culture is losing its interest day by day by the modern culture. This effort will try to rebirth the tribal culture in terms of food, dance, song and living in a boat.

Product Levels
CORE PRODUCT The core product or the service of this offering is the accommodation for the tourist. There will be three kinds of boat. All the boats will be designed with traditional decoration to give the cultural touch. Boats will be equipped with all kinds of basic equipment. The three kinds of boats are: Sonar Nowka (Golden boat): This boat is targeted for higher class of the society with extra facility of hot water, cooling system, deluxe beds, big in size etc. Rupar Nowka (Silver boat): this boat is targeted for the middle class family. It will have all basic needs for living. Andar Mahal (Living room): This is a big ship, which have more than 5 rooms and a big living room. It is targeted for the group tourist. All the basic things will be equipped with the boat. The boats will be docked in a private movable dock yard of the company. The whole area will be leased by the company for some years. If necessary the company can shift the area of docking the boats. TANGIBLE/FACILITATING PRODUCT Food is an important part of culture. So, there will be different traditional tribal cuisine served each night. It will cover, chakma, murong, marma, Tripura etc as well as traditional Bangladeshi dish. Every day, after the dinner a cultural program will be organized in the beach with local dances and songs.

SUPPORTING PRODUCTS There will be a main building in a environmentally accepted distance from the beach. The building will consisted of an administration office, welcome hall, some guest rooms, emergency medical unit, food court, small library with internet facility, a hall room for seminar/presentation, a shop with traditional tribal products, medicine center, telephone booth etc. There will be 2 cars with 24 hrs stand by in the dock yard area. Company will provide security to make the area safety zone. AUGMENTED PRODUCTS If some of the guests agreed, a professional driver will used to drive in the sea with the boat for some days. It might be done with some boats all together.

Marketing Strategies
Segmentation: The Company will segment the total potential market for this offer considering two distinct elements of segmentation. Those are: Geographic, demographic and institutional. Geographic: With the local target customer the company also targeting inbound customer for the company. That is the foreign customer. Demographic: Based on income and education status the company have divided the market into three different segment: 1. Higher class, 2. Middle class and 3. Lower class. As middle class and higher class represent more than 45% of the society, these are the most attractive segment of the market. Institutional: as this company is a new business unit of a existing successful business group, it is easy to access to some institutional buyer also. Market Targeting: Company will use differential strategy for the target market. For the foreign customers expert assistant will be provided for assisting any issues. For the local customer there will be a supervisor. The offer for foreigner will be customized according to customers request before their arrival.

Golden boat is for the higher class group with extra facilities; where as silver boat is for middle class group with basic facilities. The Andar Mahal is for both of the social class. Differential and positioning strategy: what is the different between the existing accommodations in the area will be considered as differential strategy. These are as follows: The offer has eco-friendly accommodation which is preserving the environment of the beach, The accommodation itself is a new way of living in the area, bring the taste of living in a open fresh air Local tribal food taste every day Tribal dance and songs experience Possibility to travel around the sea with the boat

So, the positioning strategy is the value that are customer getting from the offer. Branding: As the company will be a business unit of reputed business group, it will use the brand reputation of the group. Thus it will be easy to coordinate the branding strategy for the company.

Marketing Mix

Product:
Boat house Traditional Food Traditional dancing and singing

Promotion
Advertisement in News paper Sending brochure to the corporate client Discount for group customer

Customer Experience

Price
High priced for luxary Golden Boat Medium price for standard quality Silver boat

Place
On the world's largest sand beach

Product: There will be three distinct products for three different segments. Product Golden boat targeted for the higher class customer, product Silver boat targeted for Middle class customer and product Andar Mahal is for group customer. Golden boat is combined with luxury equipment where as Silver boat and Andar mahal will be equipped with standard basic things. Each of the Golden boat and Silver boat have the capacity of maximum 4 people, whereas, Andar Mahal will have capacity of maximum 15 people. Price: Three different price levels will be use for three different products. High priced for luxury Golden boat, moderate price for Silver boat and Andar mahal. Place: The location is the worlds longest sand beach at the bank of Bay of Bengal. The tourist will enjoy sunny weather with soft and fresh sea breeze.

Promotion: In every weekend days, there will a newspaper advertisement in the countries leading newspapers. There will be some leaflets prepared to inform the corporate customer which will be send by post. For foreign customer, the company will take the help of overseas embassies by providing them the leaflets which promote environmental friendly accommodation. Moreover, social network like facebook will used to promote the offer in the web as well as some country tourist blogs. Other marketing mix People: The employees of the organization will be higly trained to deal with the customer. For traditional tribal food, tribal chef will be hired. Physical evidence: In the total facility of the accommodation a touch from the tribal culture will be designed. The tourist will see the traditional work of tribal people in the boat, food, seats everywhere. Employees dress will represent the culture of different tribal group. Process: there are some services which will be fixed and some might be customized based on customer request. Customers will be encouraged to give feedback to redesign the whole service package.

Conclusion
Having the largest sand beach in the world Bangladesh posses a potential tourist spot for the tourist all over the world. The tourist industry in Bangladesh is in the growth stage. It is growing rapidly by local and international investment. There plenty of opportunity of using the tourist spots as there has been lack of standard international service. Moreover, without the permission of the government authority many fixed structure have build to attract the tourist. Government is now taking initiative to remove those permanent structures from the beach. It make creates an opportunity to come up with new tourist accommodation idea. A boat is moveable also you can enjoy the beach by parking it in the dock yard. Moreover, there is a social responsibility covered by the product offering also. Due to entry of modern culture, the traditional culture is losing its interest. This statement is really true in case of tribal people as there are small in number. But they have long tradition in their culture which consists of food habit, dancing, song, dress etc. To preserve this kinds of local tradition, the bundle of product offering is consists of these traditional food, dancing, song etc. The total service and product offering will be unique to the local customer as well as interesting to the foreign customer to have exotic experience in the bank of Bay of Bengal. It will be successful to attract the customer for having bundle of benefits and promoting ecofriendly product.