A Business Plan

On
Luxurious Cruise Ship
Presented By

Isteaque Ahmed Tamim ID: 101-215-025

Afsana Jahan ID: 101-063-010

S.M Shahed Shopneel ID:101-143-010

Executive Summary

In this business plan, we would like to present a new

concept of traveling by a luxurious cruise ship. By this ship
service, we want to give our customer the experience of
world class ship cruise from Dhaka to Saint Martin’s Island.
We have given the whole details of the company, investor’s,
and description of different division, operation procedure
of the company and financial, marketing and management
details of the company. We also exhibited our company’s
SWOT analysis and every kind of possible details in this
business plan. It will reflect a pure planning for starting a
new concept of business.
Description of the Business

Business Concept:

We will create a company of cruise ship and we

decided to give our company name is “Banglar Tori
Private Limited”. We will buy a ship from other
country or make it from the Chittagong ship yard and
then we start our main operational work. Our service
is mainly customer based. Our cruise ship will start
journey from Dhaka and the journey will end to the
Saint Martin. In this tour, we provide every kind of
facility to our customer. This is our main business
concept.
Current Situation:

In our country, people goes to Cox Bazaar or Saint Martin’s

Island for normal vacation or honeymoon tour. But in the
context of our country, there is no company which provides
river and sea cruise services. We want to start cruise ship
business with a medium size ship. If the people of
Bangladesh accept this, then we will move further and later
we will bring a true luxurious ship for our company. We
hope to attract people as we launch this business for the
thrill and adventure of travelling at sea.
Key Financial Factors:

In our business, our key financial factor is our

capital, our revenue and our service. As we are three
entrepreneurs for this business, we will not be able
to bring all the capital for the business. So, we will
take loan from any reputed bank of Bangladesh and
then we will start our business. Also our authorized
capital will be 240 million taka. And we will focus to
get 6.2 million taka profits per year. This is our key
financial factors.
Key Financial Needs:

As it is a huge project with the capital amount of 240

million taka, we must need some help from the bank. We
three members of the board of directors will provide 100
million taka for the business. And the rest of taka we will
get from a reputed bank as loan for our business. If the
bank wants to join our business as our partner, then we
will consider their proposal. But our main target is to run
the business by this authorized amount of capital.
Vision :

Our vision is to establish our company in our country and

we are promised to our customer to give them the world
class service of luxurious cruise ship. Our customer will get
an experience of a life time and they will say that it will be
one of their greatest experiences in their life. We want to
concentrate to satisfy our customer more then give them all
the service they want. We will provide so good service so
that we will take soft place in our customer heart and they
will be our regular customer. This is our mainly visionary
proposal for our company.
Management

Management Team & their Responsibilities:

According to the work, we will give two name of the

management team. They are:

Team Delta : Office Management Team

Team Alpha : Ship Management Team

Management

Name of the Investors & their Proportions and designations:

Isteaque Ahmed Tamim

Managing Director
Given Capital: 40 million taka (40% profit)

Afsana Jahan
Director of management & operations control
Given Capital: 35 million taka (35% profit)

S.M Shahed Shopneel

Director of accounts & finances
Given Capital: 25 million taka (25% profit)
Marketing

The overall Market:

Where to compete: The marine route from Dhaka - St.

Martin’s Island by sea and river in Bangladesh.

How to compete: This, being a new Business, there is no

prominent competitor existing yet. But there are some small
and medium sea trucks on the route providing
transportation services from Teknaff to St. Martins Island.

When to compete: on October 1st 2011 we hope to start our

first cruise from Shadorghat , Dhaka for St. Martins Island.
Marketing

Marketing Promotion:

Promotion strategies are concerned with the planning,

implementation, and control of persuasive
communication with customers. Clear-cut objectives
and a sharp focus on target customers are necessary
for an effective promotional program
Marketing

Marketing Advertising & Advertising Strategy:

i) Advertising Objective:

• Sales Objective (to generate a certain volume of sales within a

fixed period of time)

• Communication Objective (to communicate, inform or remind

the customer)

ii) Advertising Purpose:

• To prompt direct response

• To provide service information and queries
• To match services with customer needs and wants
• To revitalize the tradition of river cruising
• To attract foreign tourists and encourage tourism
Marketing Advertising & Advertising Strategy:

iii) Advertising Strategy:

The advertising strategy is to assist the advertiser to

achieve quoted objectives. An advertising strategy
consists of creative strategy which describes and
develops the message what an advertiser wants to say
to the audience and media strategy which consist of
where, how and when they want to place their
message.
Marketing Advertising & Advertising Strategy:
iv) Budgeting Method for Advertising:

• Affordability method
• Percentage of Sales Method
• Competitive Method
• Objective and Task Method
• Inertia
In this regard our advertising agency suggests that we go for
‘Affordability method’ in the aid of the advertising campaign. The
rationale behind suggesting that is, we are launching a new service
to the customers in Bangladesh.
Marketing Advertising & Advertising Strategy:

v) Our Target Market:

To generate profit it is essential to identify and select the

target customer. In this business, the target customer is
High income class people and medium income class
people. We hope to create a positive impression on our
target customers and ensure customer satisfaction through
finer services.
Marketing :

Core Strategies of our Service:

• Be obsessed with target customer satisfaction

• Build reputation through providing quality service.
• Be dedicated to continuous growth in the market
• Widespread availability of information through web
and mass media.
• Finer services at a reasonable price.
Marketing :

Our Positioning Strategy:

To set up effective perception for a new brand is a Complex task.

Most of the time what happens is, company use huge investment on

creating positive impression of a new product. But they cannot

achieve their goal and attain success. The reason behind this, the

customer does not get effective perception. So we chose some

specific strategy by which we can create positive impression on the

customer. As a new brand if we are effective we can generate high

market share
Marketing :

Pricing Strategy choices:

As a probable pricing strategy, we selected 2 strategies for our
service.
• Skimming Pricing
• Penetration Pricing

Class A Customer: VIP Class Customer 30,000Tk/prsn

Class B Customer: Medium Class Customer 20,000Tk/prsn
Class C Customer: Economy Class Customer 15,000Tk/ prsn
Class S Customer: Special Class Customer 50,000Tk/ cpl
Marketing :

Industry Analysis:
Our business tends to go through different stages, each stage being
affected by different competitive conditions. These stages require
different marketing strategies at different times, if sales and profits are
to be efficiently realized. The length of our new business life cycle is in
no way a fixed period of time. It can last from weeks to years,
depending on the business condition.
Not all business can keep sustainable profit overtime. Competitors
come into the market and they are ready to provide better service at
lower price to survive. So overtime we have to defend and strengthen
our position in the market. We have to take an effective decision based
on the business situation.
Marketing :

SWOT Analysis of the Business:

A SWOT analysis is done to reflect the Strengths, Weakness,

Opportunities and Threats of our company. Here is the SWOT analysis
of our business plan:

Strengths

• First movers advantage

• Price skimming privilege
• Freedom of operating in our own way
• Strong financial resources to grow up the business.
SWOT Analysis of the Business:
Weakness
• Lack of experience in the new market
• Lack of knowledge about how the customers will perceive our
services
• Lack of consistency of internal people
• Risk of failure as it is a new project.
Opportunities
• Customers want to visit in a new way & want new kind of

experience.
• It is a totally innovative and unique business.
• Luxurious cruise ship is bound to attract the target customer.
• Target customer will show their desire to our services
SWOT Analysis of the Business:

Threats

• Our country is in a unstable economic condition. Purchasing

power is low.

• People do not get that much leave and could get bored to stay 3

or 4 days in the same ship.

• Probability of future competitors

• We have to suspend our services for some months in a year

because of natural disaster like Tornado, Flood, and Hurricane, etc.

Operations:

Key Personnel:

Our company has three divisional sectors; marketing department &

Customer Service Department, Accounts & Finance Department and
Management & Operations control department. Marketing & Customer
Service department is responsible for all the activities regarding sales
and service, corporate marketing and new services launching, etc.
other departments also do same time of work which falls under their
departments. So, in short we can say that the persons who are the
director of the four departments, they are the key personnel for the
company.
Operations:

Organizational Structure:

Board of Directors the Company

1 .Director of Marketing & Customer Service

2. Director of Finance & Accounts

3. Director of Management & Operations Control

Operations:

Human Resource Plan:

• Job Analysis

• Job Description

• Job Requirements

• Customer Service & Facilities

Financial Data:
Income Statement (projected):
• according to the projected income statement, our net
income of the year will be 62, 68,000 taka (approximate).
Balance Sheet (projected):
• According to the balance sheet, our total assets will be 14,
02, 70,000 taka and our total liability will be 14, 02, 70,000
taka per year
Break Even Analysis:
we target 20, 00,000 taka as our yearly profit exempting all the
expenses and liabilities. This portion of profit will directly distribute
to the investors. The break even point of the company will be 15,
00,000 taka where there will be no profit and no loss for the
company.
Conclusion

In conclusion, we just want to say that this is basically our business

plan for the luxurious cruise ship. We want to try our best to give all
the marketing and financial data of the company and also the
company details. As in our country, we don’t have any kind of service
like this, so we hope that if we able to establish this project then it
will be a profitable business for us. Not only for business, but also for
the customers we want to give them the best experience of travelling
by ship. Those who can effort to go with us in this tour, we can make
assure you that it will be one of the memorable journey of your life.
THANK YOU