Marketing Project

Product: Luxurious Bus Service of ACI Group

Target Market: Upper & Middle class people

Why this product: ACI has a very high reputation and brand value which they have created by

doing business for almost forty years, so they have earned people’s trust. Recently, they have

been following a business market diversification plan with a wide range of product being

offered. This diversification plan policy has encouraged them to invest in this luxury transport

market. In terms of market size and growth there are opportunities in the local luxury transport

market. The main reason is that passengers are not satisfied regarding the service the others are

providing. The peripheral services need to be improved along with the core services to capture

the market and increase the level of satisfaction. Our main focus is the long route journey, as

there has been a rapid growth in this sector particular in Dhaka-Chittagong-Cox’s Bazaar and

Dhaka-Jessore-Benapole route. This is because there are lots of beautiful and attractive places in

Bangladesh. The disposal income of middle income group has increased and so also their out

going tendency. The higher income group has the money available to go anywhere, so they are

our prime target. In this long route journey we will decide the price according to the market

price. We are not just considering the long route journey; we are also considering the short route

journey, means all over Dhaka. Here we want to give them the service which others can’t offer.

Like we will keep window fan everywhere and we will not make our place congested like others.

We know that passengers are willing to travel new bus services if available and will stick to it if

the service is better than the existing companies. Considering this fact, the project has very high

demand and it is feasible from both financial and market point of view.