1. 1 Organization & Product Company which will provide tour and travel services to the destination of exotic Rangamati. We offer transportation, accommodation, hill trekking, camping, boating, shopping destination and other related services. From Chittagong a 77 km. road amidst green fields and winding hills will take you to Rangamati. It is also connected by waterway from Kaptai. For tourists the attractions of Rangamati are numerous, tribal life, fishing, speed boat cruising, water skiing, hiking, bathing or merely enjoying nature as it is.
An opportunity for our success exists because national and travel industry is growing at the rate of (percentage rate) percent. NOISHORGO is poised to advantage of this growth with an experienced stuff, excellent location and effective management and marketing. Rangamati has a large concentration of outdoor recreation enthusiasts. These individuals, couples and groups are very much interested in activities, such as boating, trekking, camping etc. NOISHORGO’S target market is an exploitable niche and it will provide specialized and thus differentiated service. Our focus is on people — their culture and the environment.
These are not simply sight-seeing excursions, but real-time learning experiences. Enjoy an ideal blend of adventure and exploration with comfort and relaxation. Good, clean accommodation in the towns and hill tribe cottages or home stays in the interior allow a close interaction with the nature. Additional local guides and experts are to be used for treks and special interest tours. The profit will help to preserve the environment and the indigenous cultures at the same time. We’ve committed that 20% of our profits will be used to develop the areas and communities of the tribal Bangladesh.
Our commitment is to cooperate closely with the indigenous communities and generously contribute to, and help coordinate their local initiatives aimed at conserving both the natural bio-diversity and their unique cultural heritage. 2. Strategic Plan & Focus: 2. 1Mission Statement: Our mission is to offer our guests a unique experience by providing the finest in location, accommodation, dining, recreation, leisure and cultural sports. We have a passion to exceed the expectations of our guests through personalized, gracious, friendly service and offer an experience that our guests will remember always. . 2 Goals & Objectives: •Non financial: In our business have important non-financial objectives which will limit the achievement of financial objectives. Examples of these are summarized below: ?Welfare of employees- The provision of employee welfare is an important objective; this relates to issues such as wages & salaries; comfortable and safe working conditions, training and development; pensions etc. The value of many businesses is critically-dependent on attracting and retaining high quality employees – which makes managing the welfare of such people even more important. ?Serving customers-
As all marketers understand, a critical activity of business is to understand and meet the needs and wants of customers. In the long-term, this objective is the foundation for a financially successful business. Non-financial objectives under this heading would include meeting defined delivery standards, product quality, reliability and after-sales service levels. ?Relationships with Suppliers- Responsibilities to suppliers are expressed mainly in terms of trading relationships. Large businesses often have considerable buying power over their suppliers – which should be used with care.
Supplier objectives would include those relating to the timing of payment and other terms of trade. ?Responsibilities to Society- Businesses increasingly aware of their overall responsibility to society at large. The term that is often used is Corporate Social Responsibility. This includes a business complying with relevant laws and regulations (e. g. health and safety), minimizing harmful externalities (such as pollution). ?Welfare of management- Management can, and does set objectives which are essentially about their own welfare.
These include objectives in relation to pay and conditions. oFinancial: NOISHORGO’s financial objective is we expand our service business in Mahashangar, Bagura. Our total revenue will be 2,01,25,000 in 2014. We’ve committed that 20% of our profits will be used to develop the areas and communities of the tribal Bangladesh. 2. 3 Competitive Advantage Strength of NOISHORGO, include broad base of experience in managing different types of companies. It has extensive development experience and a track record of hiring the right people and training them.
Understand the service sector business, has traveled extensively frequenting numerous lodging establishments, and has gained invaluable experience in organizational management. Industry Keys to Success- 1. A property designed for the guest and/or lounge patron 2. Frequent Guest Award Program 3. Controlled overhead and operational costs 4. Regular and ongoing guest feedback 5. Latest technology/software capacity 6. Weekend lounge (piano bar, dance floor) entertainment 7. Unique, timeless and comfortable environment 8. Dedicated management and associate support staff 3.
Situational Analysis 3. 1 The Swot Analysis:. Strengths ?A very wide variety of service is present in the NOISHORGO that can fulfill the demand of the tourists. ?NOISHORGO offers a readymade tourist destination with the resources it has. Thus the magnet to pull customers already exists and has potential grow. ?Hired very highly skilled and qualified employees and strong research group for NOISHORGO. ?Excellent location and transport facility. Weaknesses ?NOISHORGO is little bit expensive than other competitors. ?We have no other information center without Rangamati. Opportunity: We have future projects under research. We want to create a heritage spot in Mahasthangar, which will resemble and take the tourists to those centuries and make them aware of our rich cultural background and civilization. Threats • Guesthouses replace the hotels. This is a growing trend is now catching up in Rangamati also, thus diverting the hotel traffic. • Political turbulence in the area reduces tourist traffic and thus the business of the NOISHORGO. • Changing trends in the demand of the customer, which here are difficult to implement due to high project costs. The economic conditions of a country have a direct impact on the earnings in NOISHORGO. 3. 2 The Industry Analysis The present tourism firms in Rangamati do not have a business similer to NOISHORGO. In Rangamati there are 5 firms in tourism, which are follows: •Hotel Green Castle. •Hotel Lake View. •Parjatan Motel. •Hotel Shapla. •Hotel Sufia. However, these firms are not full service firms. 3. 3 The Competitor Analysis: Although there are many indirect competitors to NOISHORGO, there are none that offer such a broad range of service.
Tourism service have existed for many years in this area, but for the last five to six years the expansions & initiatives regarding this sector are chiefly noticeable. Other tourist spots & resorts are luxurious & well facilitated enough to attract tourist from abroad. But we are delivering exclusive service that will provide them most comfortable, secured & worthy holiday in Bangladesh. The prime reason behind the fall of tourist rate in Bangladesh is security. And most of our competitors have been unable to provide this service. There is some other such business in other areas of Bangladesh like Cox’s-bazaar, St.
Martin, Sylhet, Teknaf etc but they are not serving as we want to. We want to build “Nation Branding” by means of promoting her tourism industry. So our perspective is much broader than this business. There are only few direct competitors in the immediate direct competitors in the immediate district. •Parjatan Motel: Not a premium establishment & not considered as a direct competitor. •Hotel Shapla: Absolutely simple & general service but favorable pricing. However our customers want an experience, not simply a place to stay, which is the key difference separating NOISHORGO from the competition. . 4 The Company Brief NOISHORGO is aiming to be one of the most exclusive and upscale establishments of its kind in the Chittagong Hill Tracts area. NOISHORGO will begin operations in January, 2011. The founders and employees of NOISHORGO are experienced travel-industry professionals and passionate about the activities NOISHORGO will promote and offer. It is a company which will provide tour and travel services to the destination of exotic Rangamati. We offer transportation, accommodation; hill trekking, camping, boa-ting, shopping destination and winding hills will take you to Rangamati.
It is also connected by waterway from Kaptai. For tourists attraction of Rangamati is numerous tribal life fishing, speed boat or merely enjoying as nature it is. Rangamati has a large concentration of outdoor recreation enthusiasts. It is a huge area. NOISHORGO’S target market is an exploitable niche and it will provide specialized and thus differentiated service. Our focus is on people – their culture and environment. These are not simply sight-seeing excursions, but real-time learning experiences. Enjoy an ideal blend of adventure and exploration with comfort and relaxation.
Good and clean accommodation in the town. Additional local guides and experts are to be used for treks and special interest tour. The profit will help to preserve the environment and the indigenous cultures at the same time. 3. 5 Customer Analysis: NOISHORGO’s potential customer base is large & diverse. It will target the following customer: •Couple & individual travelers: The demographic profile for travelers ages 25-35, married with household income greater than tk 30000. The number of attractive facilities available for our couple travelers & our availability & flexibility in pricing will be extremely attractive. Group travelers: These are the groups that consist of a number of people the some age, primarily 18-24. Our main focus of these groups is students . •Family & friends travelers: Family outing with close friends may find their needs fulfilled through our service thus consulting one of our prime targets. •Foreigner travelers: Foreigners who are conscious & want to experience the essence of tribal culture are also our prime customers. This is the customer group that meets. 3. 6 Environment Analysis Market size: Tourism falls primarily under the leisure travel category.
This category can be further subdivided into soft & hard travel. Hard travelers are slightly more likely to be men aged 18-34. NOISHORGO’s customers are married couples, ages 25-35 with children & household income over tk. 250000, students & foreign travelers. The market size for the city of Rangamati is emitted to be off season 50- 60% customer & prime season 65-85% customers. Our per year revenue is 1200, 00, 00 taka. 4. Market-Product Focus: 4. 1 The Target Market: NOISHORGO will target the following groups: •Couples •Group travelers •Individual travelers •Family and friends •Foreigners
To reach our potential customers, the most effective communications will come through advertising in several television and specially publications. Now-a-days, local radio stations have become very much popular and it may serve as potential advertising means. We will also hand out lift lets to the general public. •Though NOISHORGO operates in the tourism industry, it provides much more than tourism. NOISHORGO’S flexible pricing, unique facilities will be extremely attractive to our potential customer. • The strategy of NOISHORGO is to position itself as a unique experience among the competition in the area. 4. Point of Difference: NOISHORGO will have a total guest capacity of seven rooms, double occupancy. Each room will have a private bathroom with indoor and outdoor Jacuzzi. The lower level room will be wheel chair accessible and smoking will be allowed in the courtyard rooms only. No children and pets will be allowed under normal circumstances. The full breakfast will be included as part of the logging cost, other meals has to be purchased separately. NOISHORGO will be opened all year round and all major credit cards will be accepted. The services that differs NOISHORGO from others that It offers magnificent acilities and distinctive amenities, such as, 101 centrally air-conditioned rooms including 6 royal suites, restaurant, bar, swimming pool, conference hall, billiard and game room, shoeshine service, laundry and valet service, hair dressing saloon, illustrious indoor shopping complex with a good variety of rare collections, secretarial facilities, doctor on call, art gallery, business centre, travels agencies, airline offices, courtesy airport limousine and car rental service, roof garden, banquet facility, safe deposit lockers, distinctive lobby lounge, king size beds, individually controlled air-conditioner, wake up call system, concierge service and 24 hours room service.
The hotel has easy accessibility to major metropolitan areas along with the nearby golf course. 4. 4 Positioning: To reach our potential customers, the most effective communications will come through advertising in several television and specially publications. Now-a-days, local radio stations have become very much popular and it may serve as potential advertising means. We will also hand out lift lets to the general public. Though NOISHORGO operates in the tourism industry, it provides much more than tourism. NOISHORGO’S flexible pricing, just in time service, unique facilities will be extremely attractive to our potential customer and which is so important, distinctive, superior, communicable and also preemptive.
We select an overall strategy and it is “more for more” that means NOISHORGO’S positioning involves providing the most upscale product or service and changing a higher price to cover the higher costs. The strategy of NOISHORGO is to position itself as a unique experience among the competition in the area. Positioning statement: To travel lover who are want to feel relaxation and find better recreation facility, NOISHORGO is a unique hotel service that gives you an exclusive, peaceful and more relaxation life to couple, individual, family, group, foreigners. 5. Marketing Program Strategy & Tactics: 5. 1 Product Line: There are four packages at NOISHORGO. Those are: ?Platinum ?Gold ?Silver Bronze 5. 2 Promotion: Our advertising cost will be a significant part of our company’s expenses and therefore must be monitored carefully. We feel that employment of an advertising agency will lead to the most efficient use of these funds. The agency will be responsible for establishing an advertising program, layout business cards, and design the company logo. Its expertise will enable NOISHORGO to present a more professional and original image. During NOISHORGO’s first year of operation, it will hold a grand opening and will organize and sponsor several musical events. It will also emphasize on strongly promoting tribal music and culture.
During the grand opening and other events, NOISHORGO will provide literature with information about trips and activities. Specialty, as well as daily newspapers will serve as media vehicles for NOISHORGO’s advertising. Local radio stations will also be used. For overseas travelers, NOISHORGO will provide ads through television channels and internet. 5. 4 Place: NOISHORGO is aiming to be one of the most exclusive and upscale establishments of its kind in the Chittagong Hill Tracts area. We establish our hotel in a renowned area of Rangamati 1, Pathar Ghata. Telephone: 0351- 45621. In this area customer easily get our service and also book their room in our website address www. noishorgo. bd. com 5. 5 Pricing:
Much of NOISHORGO’s pricing is determined by market standards. NOISHORGO will attempt to maintain margins of 10% on all airline travel. NOISHORGO predict a gross margin of 20 to 30 percent which may fluctuate based on competitive pricing. NOISHORGO will make every effort to maintain a competitive pricing policy. There are four packages at NOISHORGO. Those are: •Platinum: This a special package for couples for 3 days and 2 night. And the price is Tk. 75,000/ package. •Gold: This service and package include all the service we provide for 5days and 4nights. From airport to the destination and our other entertainment facilities are available in this package. The price is Tk. 0,000/ package. •Silver: this is for the general visitors. The price is TK. 10,000/night. •Bronze: This is a package only for the safari park and reptile park visitor for 2 days and 1 night . The price is 25,000 / package. 6. Financial Data & Projections: 6. 1 Assumptions: The financial plan depends on important assumptions, most of which are shown in the following table. •We assume a slow growth economy, without major recession. •We assume that there are no unforeseen changes in technology to make products or services immediately obsolete. •We assume access to equity capital and financing sufficient to maintain our financial plan. 6. 2 Cost control:
Events Unlimited will use a peg board system to record cash receipts and disbursement on a daily basis. This information will be compiled at the end of each month for preparation of financial statements. Each month these financial statements will be reviewed and action taken to adjust costs or our budget. If we find that we are continually over budget, the first step will be to reevaluate our markup on contract services and our consulting fees. This will not cause a problem in the marketplace because our fees are somewhat below market at this point. 6. 3 Startup Expenses and Capital outlay projection: Leasing of land and property Tk. 1, 00, 00,000 Building infrastructure Tk. 0, 00,000 Office and hall building Tk. 25, 00,000 Wiring and coding Tk. 1, 00,000 Plumbing work Tk. 25, 00,000 Carpentry Tk. 7, 00,000 Promotional activity Tk. 1, 00, 00,000 Subtotal Tk. 3, 08, 00,000 Resort
Room-1 Tk. 30,00,000 Room-2 Tk. 30,oo,000 Room-3 Tk. 30,00,000 Room-4 Tk. 30,00,000 Room-5 Tk. 30,00,000 2 multi-purpose suits Tk. 50,00,000 Misc. carpet, vinyl Tk. 35,00,000 Subtotal Tk. ,35,00,000 Restaurant Kitchen Tk. 2,00,000 Kitchen equipment Tk. 75,00,000 Bar Tk. 10,00,000 Misc. carpet tile, marble Tk. 30,00,000 Food Inventory Tk. 5,00,000 Subtotal Tk. 1,22,00,000 Furniture and fixtures
Dinette sets Tk. 70,000 Pool table Tk. 15,00,00 Game room furniture and TV Tk. 2,00,000 Electric dart or pinball Tk. 75,000 Specialty lighting Tk. 1,00,000 Sound system Tk. 50,000 Suit Hot Tubs Tk. 0,000 Suit Television Tk. 35,00,000 Suit phones Tk. 30,000 Restaurant table chair Tk. 7,50,000 LCD TV Tk. 2,00,00 Music system Tk. 25,000 Subtotal Tk. 65,90,000 Entertainment Safari park and Reptile Park: Internal structure Tk. 0,00,000 Animal Purchase Tk. 3,00,00,000 Artificial fountain: setup Tk. 20,00,000 boat Tk. 5,00,000 Subtotal Tk. 3,75,00,000 Transportation: Vehicle purchase Tk. ,00,00,000 Subtotal Tk. 1,00,00,000 Office and miscellaneous: Reservation tracking computer Tk. 2,00,000 Landscaping and beautification Tk. 50,00,000 Liner/towel/bedding Tk. 1,00,000 Office fax/copy/etc Tk. 50,000 Garage Tk. 5,00,000 Subtotal Tk. 58,50,000 Total outlay Tk. 2,64,40,000 Total capital reserve Tk. 50,00,000 Total money requirement Tk. 13,14,40,000 Start-up funding plan Investment Tk. 3,00,00,000 Bank loan Tk. 10,19,40,000 Pro-forma Balance sheet: AssetsLiabilities Current AssetsCurrent Liabilities CashTk. 3,28,30,400Interest PayableTk. 1,78,30,400 Petty CashTk. 5,00,000 Food InventoryTk. 5,00. 000 Fixes AssetsLong term liabilities Land Tk. 1,00,00,000Loans payableTk. 10,19,40,000 InfrastructureTk. ,53,00,000Total LiabilitiesTk. 11,97,70,400 AnimalsTk. 3,00,00,000Net Worth (Owners Equity) BuildingsTk. 3,57,00,000Partnership EquityTk. 3,00,00,000 EquipmentTk. 1,09,90,000 Electronic goodsTk. 38,50,000Total Net WorthTk. 3,00,00,000 AutomobilesTk. 1,00,00,000 Other AssetsTk. 1,00,000 Total Asset14,97,70,400Total liabilities and total net worth14,97,70,400 Revenues YearFY 2011FY 2012FY 2013 Unit NameNo. of Expected SalesExpected RevenueNo. of Expected SalesExpected RevenueNo. of Expected SalesExpected Revenue Platinum251875000503750000755625000 Gold5025000007537500001005000000 Silver75112500010015000001251875000 Bronze70175000010025000001253125000 Misc. 5000010000001000000 Total80000001160000016625000 EarFY 2014 Unit NameNo. of Expected SalesExpected Revenue Platinum1007500000 Gold1256250000 Silver1502250000 Bronze1253125000 Misc. 1000000 Total20125000 Operating Expenses 1st Year ItemsAmounts UtilitiesTk. 100,000 PhoneTk. 12,000 InsuranceTk. 2,00,000 Dep. ExpTk. 3,00,000 PayrollTk. 30,00,000 OperationsTk. 10,00,000 Loan payTk. 58,83,520 Miscellaneous Tk. 50,000 TOTALTk. 1,05,45,520 2nd Year ItemsAmounts UtilitiesTk. 100,000 PhoneTk. 12,000 PromotionTk. 75,00,000 InsuranceTk. 2,00,000 Dep. ExpTk. 3,00,000 PayrollTk. 30,00,000 OperationsTk. 10,00,000 Loan payTk. 58,83,520 Miscellaneous Tk. 50,000 TOTALTk. ,80,45,520 3rd Year ItemsAmounts UtilitiesTk. 100,000 PhoneTk. 12,000 PromotionTk. 75,00,000 InsuranceTk. 2,00,000 Dep. ExpTk. 3,00,000 PayrollTk. 30,00,000 OperationsTk. 10,00,000 Loan payTk. 58,83,520 Miscellaneous Tk. 50,000 TOTALTk. 1,80,45,520 4th Year Onwards ItemsAmounts UtilitiesTk. 100,000 PhoneTk. 12,000 PromotionTk. 50,00,000 InsuranceTk. 2,00,000 Dep. ExpTk. 3,00,000 PayrollTk. 30,00,000 OperationsTk. 10,00,000 Loan payTk. 58,83,520 Miscellaneous Tk. 50,000 TOTALTk. 1,55,45,520 Break Even Statement FY 2011FY 2012FY 2013FY 2014 RevenuesTk. 80,00,000Tk. 1,16,00,000Tk. 1,66,25,000Tk. 2,01,25,000 (less)Total Operating ExpensesTk. 1,05,45,520Tk. ,80,45,520Tk. 1,80,45,520Tk. 1,55,45,520 NET PROFIT OR LOSS(-) 25,45,520(-) 64,45,520(-) 14,20,52045,79,480 In 2014, the accumulated revenue equals the start-up capital outlay. So, this business has a Conclusion break –even period of 4 years. 7. Implementation Plan: 7. 1 Gantt Chart: NOISHORGO develop itself through 8 development process in 6 weeks: Task1st week2nd week3rd week4th week5th week6th week Ideea Generation Idea Screenout Cocept development and testing Marketing Strategy Development Business Analysis Product development Test marketing Commercialization Figure: Gantt Chart of NOISHORGO. 8. Evaluation & Control 8. 1 Quality Control:
NOISHORGO control its quality through TQM model. Our focus shifts from managing outcomes to managing and improving processes; from what to do to how to do the processes better. Quality performance expands to include how well each part of the process works and the relationship of each part to the process. Also, process improvement focuses on continuously achieving the greatest potential benefit for our customers. NOISHORGO maintain this process because it think that its help to achieve superior benefit for our customer and also help to maintain our present customer. Not only that this process also help NOISHORGO to reach their target profit. 8. 2 Risk Analysis:
In the tourism business the most important measurement is occupancy rate. If the occupancy rate is between 50% -65% in the off season and 65% – 85% in the prime season, then the tourism company will operate profitably. 8. 3 Evaluation Analysis: Ongoing market evaluation: To continue the process of ongoing evaluation of our target markets, NOISHORGO will mail questionnaires to provide customers asking questions regarding future customer needs. A sample questionnaire follows: Questionnaire Number 1- The Business Survey 1. How many customers do your companies sponsor per year? 2. What services do you require to your customers? 3. Do you have a regular customer? 4. If not, who are the customers? 5.
Do you feel the service was priced fairly? 6. What service or services would encourage you to carry on your business properly? Questionnaire Number 2- Client Survey 1. Were you satisfied with services provided by NOISHORGO? 2. If you were satisfied with our service, what will be the best in futures? 3. What service could be improved? 4. If you were dissatisfied with any of our service, what improvements would you require? 5. Was our price reasonable? 6. Please add any additional comments you may have, or futures you would like to see added. Reference 1. Principles of Marketing by Philip Kotler and Gary Armstrong. 2. http://www. edrawsoft. com/TQM-Diagrams. php.
