Marketing Plan of a startup “Desh Airlines”

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North South University

School of Business and Economics (NSUSBE)

Course: BUS 620 (Marketing Management)

Section: 5

Project Title: Marketing Plan of a startup “Desh Airlines”

Prepared for: Dr. Farzana Nahid (FNA1)

Assistant Professor, Department of Marketing and International Business

Date of Submission: May 1, 2021

Prepared by:

Group: 5

Name

ID No.#

1. Md. Ashikuzzaman

2115248660

2. Abdullah Abu Saif

2115259660

3. Saimun Hasan

2115262660

4. Naushabah Zaman Khan

2115267660

5. Riad Ahmed

2115269660

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Acknowledgement

First of all, we would like to thank our honorable professor Dr. Farzana Nahid for guiding us

throughout our business plan. Without her help we wouldn’t be able to plan the entire business.

We offer our sincere appreciation to our professor for the learning opportunities that she provided

us throughout the accomplishment of the project.

The completion of this project could not have been possible without the support and collaboration

between our group members. We would also like to thank to the people who took part in our survey

and based on whose perception we’ve modified our business plan.

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Letter of Transmittal

May 1, 2021

To

Dr. Farzana Nahid

Assistant Professor,

Department of Marketing and International Business,

North South University

Dhaka, Bangladesh

Subject: Permission for submitting the final project report on “Desh Airlines”

Dear Ma’am:

We are very glad to submit the report on “Desh Airlines”. We would like to say that this report is

very helpful for us to understand and gain knowledge about marketing and marketing planning.

We also gained knowledge about airline industry and airline business. We have tried our best to

follow your guidelines in every aspect of planning and preparing our project report. We have

collected what we believe to be most important information to make our report as specific and

coherent as possible.

It was a wonderful experience for us to work under your supervision and we are very grateful to

you for giving us this opportunity.

Best Regards,

Md. Ashikuzzaman

Abdullah Abu Saif

Saimun Hasan

Naushabah Zaman Khan

Riad Ahmed

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Table of Contents

1.0 Executive Summary: ………………………………………………………………………………………………….. 6

2.0 Situation Analysis: …………………………………………………………………………………………………….. 6

2.1 Market Summary: …………………………………………………………………………………………………… 7

2.1.1 Market Segmentation:……………………………………………………………………………………….. 7

2.1.2 Market Needs:………………………………………………………………………………………………….. 8

2.1.3 Market Trends: ………………………………………………………………………………………………… 8

2.1.4 Market Growth: ……………………………………………………………………………………………….. 9

2.2 SWOT Analysis: ……………………………………………………………………………………………………. 9

2.2.1 Strengths …………………………………………………………………………………………………………. 9

2.2.2 Weaknesses ……………………………………………………………………………………………………. 10

2.2.3 Opportunities …………………………………………………………………………………………………. 10

2.2.4 Threats ………………………………………………………………………………………………………….. 10

2.3 Competition: ………………………………………………………………………………………………………… 11

2.4 Product offering……………………………………………………………………………………………………. 12

2.5 Keys to Success ……………………………………………………………………………………………………. 12

2.6 Critical Issues ………………………………………………………………………………………………………. 13

3.0 Marketing Strategy…………………………………………………………………………………………………… 13

3.1 Mission and Vision……………………………………………………………………………………………….. 13

3.2 Marketing and Financial Objective …………………………………………………………………………. 14

3.3 Target Market ………………………………………………………………………………………………………. 14

3.4 Positioning …………………………………………………………………………………………………………… 14

3.5 Marketing Tactics or Strategies………………………………………………………………………………. 14

3.5.1 Product: …………………………………………………………………………………………………………. 15

3.5.2 Price: …………………………………………………………………………………………………………….. 15

3.5.3 Place: ……………………………………………………………………………………………………………. 15

3.5.4 Promotion: …………………………………………………………………………………………………….. 15

3.5.5 Physical Evidence: ………………………………………………………………………………………….. 16

3.5.6 People: ………………………………………………………………………………………………………….. 16

3.5.7 Process: …………………………………………………………………………………………………………. 16

3.6 Marketing Research: …………………………………………………………………………………………….. 17

4.0 Financials ……………………………………………………………………………………………………………….. 17

4.1 Sales Forecast ………………………………………………………………………………………………………. 17

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4.2 Expense Forecast: …………………………………………………………………………………………………. 19

4.3 Summary of Financial Projection: ………………………………………………………………………….. 20

4.4 Break Even Analysis: ……………………………………………………………………………………………. 20

5.0 Controls ………………………………………………………………………………………………………………….. 20

5.1 Implementation…………………………………………………………………………………………………….. 21

5.2 Marketing Organization ………………………………………………………………………………………… 21

5.3 Contingency Planning …………………………………………………………………………………………… 21

6.0 References ………………………………………………………………………………………………………………………….. 22

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1.0 Executive Summary:

We have planned to bring a new tourist airline named “Desh Airlines” which will provide airline

services for the travel lovers. Our airline will mainly provide services for tourists who are willing

to travel frequently inside the country and it’ll be a budget airline. According to our plan, we will

start our business with airplane services in one route in the country- from Hazrat Shahjalal

International Airport to Cox’s Bazar Airport. For now, we’ll focus on only one route with two new

which we’ll take on lease. One airplane will fly two times a day making it in total four flights a

day from our end. One airplane will take off from Dhaka in the morning and another in the evening.

Same from the Cox’s bazar as well. There will be special arrangements for our passengers in the

airport with proper safety and security measurements. To avoid traffic jam, people want to travel

via airplane nowadays. People of our country are culturally very much keen towards new services.

Hence a tourist airline will attract the travel loving people a lot.

Covid-19 hit the hardest the airlines industry and companies are struggling to get out of the loss

incurred due to the lockdown. In Bangladesh, we are now dealing with the 2nd wave of the Corona

virus and most of the people are forced to stay at home due to the country wide lockdown declared

by the govt. considering the post covid situation, we’ve decided to serve the people who are bored

staying at home for a long period of time. After the first wave of Covid, when the lockdown was

partially inactive, we saw people chasing to Cox’s bazar for refreshments even without

maintaining any safety measures. Therefore, we have come up with the plan of opening a new

airline for those travel loving people which will be mostly designed keeping in mind the necessities

of all travel lovers. A new airline aiming specially at the travelers will encourage the travel loving

people to get a safe ride to their favorite destination. By choosing our airline, passengers will arrive to

their destination on time with little stress.

2.0 Situation Analysis:

We are going to start our first year’s operation with Desh Airlines. We have been preparing every

possible arrangement to make our service convenient to the people. We have decided to take two

airplanes on lease for now and will take more in future. We are doing all necessary arrangements

to encourage customers to take our service keeping in mind all the safety measures of Covid-19.

Selecting the right promotional tools within our budget will be the key to reach to more travel

loving people. Desh Airlines will be offering services such as in-flight entertainment, meals,

beverages, comforts such as blankets and pillows within the ticket price. Our interior will be

different than others in the sense that we’ll design our interior in an eco-friendly way so that the

travelers could feel a sense of the nature within their journey. They will feel like travelling the

moment they will enter into the aircraft. Having said that we will definitely provide extra safety

measurements as well.

2.1 Market Summary:

We have gathered all possible information about our business. We’ve selected our targeted

customers by segmenting them into different groups. We did a survey on people based on which

we have positioned our business plan. All the information garnered will be helpful in making our

plan more realistic.

2.1.1 Market Segmentation:

We’ve segmented the customers into the following categories:

Geographic Segmentation:

• Nationality: Geographically we’ve mostly targeted Bangladeshi people. Foreigners who

are staying in Bangladesh are also welcomed to travel via our airlines.

• Area: Mostly people living in Dhaka and Cox’s bazar, also people living close to these

two districts. The total targeted population is 40 million.

Demographic Segmentation:

• Age: Starting from 6-month-old baby to people of all ages.

• Gender: Both male and female.

• Income: Middle to higher middle-class people, Upper class people.