CHAPTER-1

INTRODUCTION

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 1) Purpose of the Study:

Broad/General Objective
The main objective of the proposed study would be to determine the marketing strategy and as
well as its overall operation and their possible impact of on profit and decision making.

Specific Objectives
The specific objective of the proposed study would be to determine the performance of
the business through
a) Marketing strategy (Sales, fare pricing, distribution) and their impact and
performance management.
b) Analysis of basic accounting data regarding production. (i.e., the fare and
other facilities).
c) To make inclusive analysis of different types fare pricing decision.
d) To collect information of City Air Intl. pervious and present
promotional activities.
e) Find out whether there is any problem or not.
f) Analysis of Human Recourses Management.
g) Market value Analysis.
h) SWOT analysis.
i) PEST analysis.
j) Serve Qual. Dimension.
k) Service marketing.

2) Scope of the Study:

The report protects the accomplishments of “City Air Intl”. It has identified the major activities
of the Travel agency business. It only focuses the overall mechanism of operating and marketing
activities.

3) Literature Review:
The tourism industry has undertaken swift growth of unrivaled nature over the last several decades.
This has largely been due to the arrival of a 'borderless' world and enlarged information
dissemination about the grand sceneries throughout the world. People want to travel according to
their culture. But this is the period of globalization. So, City Air Intl. has to cope with this. People
want to see other culture. Because of that, travel agency brands a great opportunity for people.
That’s why many travel agencies have been built for providing ticketing and tourism services to
local people. The current trend towards an increase in the number of tourists entering the country
presents an opportunity for City Air Intl. to penetrate the market. An opportunity for City air’s
success exists because the national tourism industry is growing at a rapid pace annually. City Air
Intl. is composed to require advantage of this development and cheap competition within the town
travel portion of the trade, with a dedicated and experienced staff, excellent networking, and
effective management and marketing. City Air Intl. intends to provide travel and adventure

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packages to indigenous people and tourists primarily in the abroad as well as Bangladesh. Services
and products provided by City Air Intl. will at first represent Air ticketing, packages tours, custom
packages per client’s stipulations, travel consultation, and as time progresses creating reservations
for lodging amongst different connected services.
The ICTs and the travel industry are attached. The travel industry has used ICTs ever since. The
airline industry was the innovator in the adoption of ICTs in the travel industry. The American
Airlines in alliance with the International Business Machines (IBM) developed the first airline
computer reservation system in 1953 which was known as SABRE (Zhou, 2004). The CRSs
installed terminals in travel agencies to assist remote printing of travel documents such as tickets,
boarding passes, itinerary and invoices. But, due to an increasing demand by travel agencies to
access a number of carriers from a single terminal and information on value added products at a
destination, CRSs were then advanced into Global Distribution Systems (GDS) (Buhalis, 2004).
The GDS led to significant innovations such as electronic ticketing, e-commerce, graphic seat
selection, lowest fare search and ability for travel agency and travelers to view public, negotiated,
consolidator and web fares (Bidgoli, 2004).

Adoption and use of internet is critical, due the nature of their business. Diverse researchers have
recognized that ICTs are crucial in Travel agency businesses. ICTs are used for explanation,
upgrade, dissemination, amalgamation, association, and delivery of tourism products (Cheng &
Cho, 2011). They are also used for information argument, tourism product distribution, building
complicated itineraries in minutes, providing advance schedules (Pender & Sharpley, 2005). ICT
adoption is expected to improve service excellence, boost efficiency, reduce cost and enlarge the
global markets. The GDS are used for reservation, information exploration, client management
and for issuing travel documents (ibid 2004).

Tourism service providers such as the airlines and tour wholesalers are slowly bypassing the travel
agents by selling their products and services directly to clients. The changes in the distribution
chain are mainly as a result of advances in technology (Cooper, Fletcher, Flyall, Gilbert & Wanhill,
2008; Wang, 2007; Page & Connell; Davidson & Rogers; Doganis; Sharpley, (2006); Buhalis,
2003). As a result of disintermediation, the need for Travel agency has declined (Wensveen, 2007).
Though, the face-to -face selling, their expertise and ability to save time on information search
give the Travel agency an added advantage (Holloway, 2004; Bogdanovych, Berger, Simoff &
Sierra,2006; Goeldner & Ritchie, 2009).

The introduction of zero commission by airlines is likely to be adopted by other tourism service
providers (Amadeus, 2007). The travel agency businesses have experienced commission cuts and
caps by airlines for the past few years. This has caused a change in the revenue model by travel
agencies mostly dealing with airlines (Kochan & Schmalensee, 2003; Salam & Stevens; Pease,
Rowe and Cooper, 2007; Ashton, 2009). Goeldner & Ritchie (2009) point out that as a result of

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commission cuts and caps, the Travel agency have adopted a service fees model for air tickets;
however, the new model puts them at a price disadvantage because the airlines are able to sell their
tickets at a cheaper rate. The Travel agency have also differentiated their products such as selling
more cruises, tour packages and emphasis on leisure travel.

The appearance of the major online travel agencies has delivered a new form of competition for
the travel agencies. The new players have demonstrated a spectacular growth and rapid market
place penetration; thus they have gained a significant market share. As a result, traditional travel
agencies are losing their market share, as consumers are moving to on-line intermediaries or
suppliers directly (Papatheodorous; Khosrowpour; Bhatia, 2006; Cooper et al., 2008; Plunkett,
2007; Bamford & West, 2010). Technology of The travel agency of the future will need to offer
“one-to -one connection” with the customer (Brandon, O’conell, Ruane & Wims, 2003). As the
pace of life increases, service, and in particular, speed and quality of service will be paramount.
Technology will allow agencies to render personalized service efficiently. For far too long now,
travel agencies have been viewed as, and have viewed themselves as, “airline-centric”. There is
need to become more “customer-centric.” Technology will enable agencies to provide “customer
centric” travel solutions. On the other hand, the travel agencies have been affected by the rise of
internet use and mobile phones by clients and service providers.

Ease of access of information and depth of information have stimulated new knowledgeable
customers who search for travel information online rather than through the travel agencies
(Dasgupta, 2011). Therefore, the Travel need to develop new and creative ideas and services to
offer their customers. There is a large percentage of the public whose perception of the travel
agency is only to make a flight reservation and issue the ticket. Professional travel agencies offer
so much more to their customers. They forge a close relationship through relationship marketing;
provide travel consulting services and expert-mediated advisory service (Novak & Schwabe,
2009).

Today and widely, travel agencies are developing self-protective strategies to protect their
position. Antagonistic strategies to capitalize on emerging opportunities are intended to counteract
the challenges. Such strategies include; consolidation of travel companies through mergers,
acquisition, franchising and formation of consortiums (Lubbe, 2005). Other strategies include;
product diversification, niche markets, value adding services, increased adoption of new
technology and restructuring of their traditional business model (Zhou, 2004). Gharavi and Sor
(2005) indicate that, the travel agencies responded in the diverse ways such as marketing
themselves directly to potential corporate clients, using the internet to attract customers through
the reinter mediation strategy and joining the virtual communities and consolidation through
franchises.

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4) Rationale of the Study:
BBA program are required to make case study analysis at any organization to get exposure to the
real life business and organizational practice. To serve this purpose, they worked on “City Air
Intl.

To meet up partial fulfillment of our course Internship requirement. They worked on “City Air
Intl”. This report has been prepared based on the theoretical and practical experience on the
company’s activities, performance, market status and others through published material study.

The basic rationales of this study are as follows:

To fulfill the partial requirement and have some practical experience that will be
helpful for my BBA program.
To have an exposure on the internal environment of the travel agency company.
To focus on organizational behavior relates to practical life.
To gain different functions of company.
To find out the interior and exterior lacking in the daily operation.

5) Methodology of the Study:

primary and secondary both have used data for preparing the report. I have
interviewed officials in “City Air Intl.
The basic data is secondary used in the preparation of this report are obtained from:
Studying of different files and company report.
Small ranged researching on published materials
Sample size of general customer interview process is 20 people.

6) Source of data:

Primary Sources
The primary data are collected through interview of employees, general managers of “City Air
Intl”. observing various organizational measures, constructions, straight communicating with the
customers. Primary data were mostly derived from the discussion with the employees and through
surveys on customers of the sales office. The sampling method consequently based on a suitability
sampling method. A comfort sampling method is less expensive and takes in easily reachable data
sources. Then the sample size is 20.
Sources
Primary Secondary
Figure 1
Secondary source
We have too hand-me-down different types of secondary data in the report. Sources of secondary
information can be defined as follows:

Internal sources:
Flyers

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 Leaflets of different kind of offers
Any information regarding the travel agency business.

External Sources:
Newspaper
Different reports, essays related to the tourism business from web sites.
Web site of City Air Intl
Internet
Company catalog
Ad Firm data.

7) Methods of Data Collection:

Data collection method

All data are collected through company profile and through interview process.

Questionnaire Survey:
Two sets of question are used to collect information for the study, for customer and travel agency.
Open ended, close ended and multiple questions were set in the questionnaire for the general
customer of the travel agency. Finally, an elaborate interview with (“City Air Intl”. Managing
director) has been arranged for specialist views on the City Air Intl and the proposed study.

Data Analysis and Instruments

Data Analysis has been done primarily with the help of MS-Excel. Statistical calculations have
been done with Excel and SPSS software.

8) Limitation:
They have done the study under several types of limitation that’s are given below- Uncollected
data regarding the financial history of the company remains out of scope.

Most specific Limitation that I faced:

In many cases up to date information is not published.
To get and to acquire information is very difficult.
Many procedural matters were conducted directly in the operations by the top
management level, which may also give same sort of restrictions.
Because of time and human resource constraint my survey sample only within the
organization.
Every Employees are busy with their exertion, so that’s why most of the time they
disagree to answer the question.
Large-scale research was not possible due to very less time target.
Non-availability of data in a systematic way.
Non-availability of the reference book is another limitation.
Information sharing is the most critical problem.
Customers are not willing to spare time to fill the questionnaire. Some people are
very rude while saying no.

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 CHAPTER-2
CITY AIR INTL COMPANY
PROFILE

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HISTORY OF CITY AIR INTL

City Air International has been effectively obliging domestics and International travelers since
2000 from Bijoy Nagor. After 8 years of working experiences at Bijoy Nagor and other local
agencies a door opened up, giving us the opportunity to serve you now at Uttara. City Air offers a
myriad of travel services including Hotel Reservation and other travel related facilities. City Air
Intl. have numerous services industry resources to find exactly what you are looking for at the best
rates. Enjoy reliable, customized service from our skilled Travel Agents at the side of extremely
competitive rate for all of your Domestic and International travel desires. City Air Intl. with all
major Domestics and International Airlines.

CITY AIR INTL: TODAY

These early developed ventures have moved over to businesses involved in ticketing services,
international ticketing and as well as domestic, forming strong ties with a host of five star airlines
and hotels. In recent years’ City Air Intl. has emerged as the fastest growing travel agency in
Bangladesh.

PRODUCT LINE OF CITY AIR INTL

City Holidays

City Express

City Air Intl.

City Tours Packages
( Domestic)

International Packages

Figure 1: Product line of City Air Intl.

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CITY AIR INTL: TODAY (SELLING TICKET WORLD WIDE)

City air’s services are positioned terribly carefully: they'll be of very top quality, comfy,
informative and tailored to the client’s wants such they'll alter people to have a bigger appreciation
of the natural setting and its intricacies. In a current scenario, City air providing domestic as well
as worldwide ticketing services. In a nutshell, City air’s do not just intend to market and sell their
service, but to market and sell travel solutions and a total-quality environment.

VISION

Vision is one kind of imagination, that we can make it possible. City Air’s has some visions. Those
are given below:

To make people know about world heritage and culture.

To provide enjoyment by having tour.

To provide fabulous service to the customer.

To make people love with travel.

Figure 2: Vision Statement of City Air Intl.

MISSION STATEMENT

City Air’s has some missions. Those square measure given below- Internally we tend to will
produce and nurture a healthy, exuberant, respectful, and pleasant atmosphere, within which our
staff square measure fairly paid and inspired to respect the client and also the quality of the service
we tend to will give. In addition, follow-up is going to be necessary therefore as guarantee client
satisfaction and build any enhancements as counseled by the shoppers in future. We request
truthful and accountable profit, enough to stay the corporate financially healthy for the short and
future, and to fairly recompense staff for the work and energy. City Air’s provides the perfect mix
of great packages, great service and great place at a great value to their customers who are looking

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for a grand experience. They believe in positive intension, and maintain a strong internal
environment by developing their competitive work force, which they can trust. They take pride in
creating a faultless package and ensure courteous and helpful service on time all the time. Every
customer says, "I'll be back!" They are the employer of choice offering team members
opportunities for Growth, Advancement, and Rewarding Careers in a Fun, Safe Working
Environment.
P.E.A.R.L.S:
 PASSION for brilliance in doing everything
 EXECUTE with optimistic dynamism and perseverance.
 ACCOUNTABLE for development in customer gratification and profitability.
 RECOGNIZE the accomplishment of others and have entertaining doing it.
 LISTEN and more prominently, respond to the voice of the customer

OBJECTIVES

Objectives are very important for developing a business. City Air Intl has some objectives. Such
as-
City Air’s business strategy will revolve around the need to provide quality service to their various
target customers, in the process fully satisfying their needs. This shall be undertaken through
enlisting of an expert team and also the provision of fine quality custom-designed travel packages,
catering to the client's particular needs. With time City Air’s marketing campaign will increase the
awareness of their services in the various market segments they shall be targeting. This is
significantly thus with the organization gazing establishing a transparent advantage(s) in associate
more and more competitive market. City Air’s will provide clients with the opportunity to focus
on their core activities whilst their transportation side needs are fully satisfied. Marketing material
shall be professionally done thus on be reflective of our meant image and name. City Air’s shall
position their selves as a quality commercial ticketing & tours operator that provides customer-
need fulfillment, enjoyment, reliability and a good image. We shall establish a decent rapport with
all the relevant stakeholders, especially hotels and travel agents. City Air’s also intend to have
well-designed brochures and other promotional material that will enable clients to have an
understanding of the types of services they offer and advantages of utilizing them. In addition,
cooked, informative brochures, truth sheets and business cards typically have a triggering impact
on shoppers considering utilizing their services. Hence this will undoubtedly generate increased
sales of their service

In summary City Air’s intend to attain the following objectives:

 Uninterruptedly provide pleasant quality excursions on time and on budget.
 Advance actively satisfied customers all of the time.
 Launch a market attendance that assures short-term and long-term productivity, growth and
success.
 City Air’s is fully loyal to backup growth and progress in the tourism and overall economy
of Bangladesh.

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  Underwrite definitely to our communities and our environment.

MANAGEMENT TEAM

This is sole proprietorship business. In management team,

1) City Air international.
2) City Air’s Holidays
3) City Air’s Express

RESPONSIBILITIES OF MANAGEMENT TEAM

Planning:
Planning is the first part of management function. To establish objectives and to achieve goals, a
plan should be established. City Air Intl also has made some plans. Such as-
 City Air Intl wants to make a nice and well-decorated sale office.
 City Air Intl wants to capture 50% market share of travel agent business.
 City Air Intl wants to provide quality tour packages to the customer.
 City Air Intl wants to make good profit.
 City Air Intl wants to provide best service to the customer.

Organizing:
Organizing is the second part of management function. City Air Intl team also want to organize
their business in proper way.
 City Air Intl has to select a location, which has high population, good communication
system.
 City Air Intl will decorate their sales office very nicely. City Air Intl will provide air
conditional (AC’s) with galvanizing chair, round table, tiles floor.

Staffing:
Staffing is the part of management function. City Air Intl will give advertisement first to recruit
some people. From there they will select some people for reservation counter. Then they will select
an executive officer for marketing, who is very skillful. City Air Intl will select one General
Manager for their agency. City Air Intl will give appointment some skillful sale representative.

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Directing:
Directing is another part of management. City Air Intl will give direction to their employees how
to get products from agent market, how to provide service to the customer.

Controlling:
Controlling is the main part of management. Without controlling, management team cannot
analyze their business. After one year, City Air’s will analyze their business whether they have
achieved their goal or not. If they don’t achieve then they will take another steps to solve those
problems.

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MARKETING

The success of City Air International relies heavily on appreciating their customers by confirming
that all their requirements and wishes are encountered in every way. Therefore, City air
International gives robust reputation to their marketing efforts to make sure that. Accompanied by
customer satisfaction, City air International makes assured that the business makes cash. Hence,
the first undertaking is to comprehend our consumers from every aspect. By the way, City air
International has tried to achieve a thorough understanding of their competitive environment and
continuously endeavor to improve unique business ideas to make their business a success.
Consequently, City air International has magnificently accomplished a broad range of loyal
customers, to whom air ticket and tours packages has gained extreme popularity. In order to
develop this range, City Air International marketing team is involved in developing new package
tours and concepts all the time. Particularly, not only do they make good packages, but they are
also prominent for providing unique service and experience.

Keys to Success

The keys to City Air International Tours success will indisputably be effective market
segmentation concluded documentation of some niche markets and implementation strategies.
Laterally these lines of the company target to implement advertising, personal selling and direct
marketing policies to the target markets. City Air International personal sells marketing strategies
will revolve around keeping in touch with hotels and travel agencies for key customers, and
advertising for more individual customers. Hence city Air International key success issues will
include the following:

1. Excellence in fulfilling the promise: City air International anticipates to offer entirely
pleasurable, relax able and informative travel excursions that will make sure that travelers are
thoroughly pleased and indebted at the termination of their excursion.

2. Timely response to customers' requests: City air International cannot pay for to interrupt their
clients for whatsoever reason, as this will have an undesirable behavior on their image and status,
as well as future business. From now they want to be frequently interactive with the customer,
including hotels and lodges so as to confirm that they are persistently accessible to the customer
meeting their expectations.

3. Solid and fruitful strategic alliances: Bearing in mind the nature of their services and their
relative infancy on the market, City air International understand the importance of establishing and
sustaining successful strategic coalitions with various investors, including hotels, lodges, and

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travel agencies, amongst others, so as be protected of an unbroken flow of customers, fulfilling
their needs at every opportunity.

4. Marketing know-how: As a comparatively new company on the market there will be a need to
aggressively market their business and the services they deliver so as to be unceasingly at the top
of their prospective customers minds. This will also act as a temporary warning for companies
contemplating entering tourism market. Advertising shall be assumed on a regular basis.

RESEARCH

Before introducing any new tour packages, City air International has conduct extensive research
to find out:
 What people think about traveling? (what role do they play in people's lives, when do they
buy them and so on)
 What do they like about travelling?
 What do they dislike about travelling?
 What do they want from travel agency?
 What are the expectations about our services, when they enter into our sales store?

This information is collected together and used to generate ideas for prototypes. The ideas are
tested first, before introducing new tour packages. Once City Air International has perfected the
tour package programs, they launch.
Due to the vast success of their leading travel agency in Bijoy Nagor, and huge demand from their
consumers, opening of new stores in different location are already under way. and from this
practice their promotional squad has the acknowledgement and understanding of-
 Cultural influences
 Governmental and political influences
 Demographic and lifestyle trends
 Local and national economic trends
Marketing is the energetic part in any business. Without succeeding noble marketing strategy, any
business can’t be developed. Marketing segment there are some parts of marketing. Such as-

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MARKETING ANALYSIS SUMMARY

City Air International today undergoing a rapid growth in the economy of supreme nature. This
has been led to by, amongst other things, the reduction of foreign exchange policies and
macroeconomic policies geared towards appealing foreign investors into the country. The fiscal
and monetary policies of the government geared towards maintaining growth with social justice
have largely subsidized towards this. The current initiative and stress by the govt. on
diversification of the commercial base off from the minerals sector presents a chance for travel
agencies to form a valuable contribution towards achieving this goal. Taking undertaken a
thorough and comprehensive research of the market City Air International comprehended that
there was a need for a tours operator that focuses on providing leisure excursions to tourists.
Though there are other big tours operators currently on the market, some of whom have been in
existence for a relatively long period of time, City air International believe that there is a market
need for one that specializes on providing comfortable and enjoyable tour packages for tourists
and visitors. This, also considering the fact that, possibly Bangladeshi’s richest natural resource,
the tourism industry is becoming an increasingly main player in the economy and may in the long
term prove even more valuable than mineral resources in earning foreign exchange. Aware of the
very fact that operational in such a market is essentially smitten by sensible networking, City air
International anticipate to establish networks and strategic relationships with various hotels, lodges
to make sure a steady stream of clients. Nevertheless, in so doing we expect to confirm that the
service we provide is of particularly high quality and comfortable. City Air’s generally target
market share shall be 10% of the market, mainly focusing on the greater domestic and abroad
market. City air International escalate that entering of a foreign market is not a 'bed of roses' and
will require us founding strong links with strategic partners as outlined formerly. Therefore, City
Air International anticipates to implement an aggressive marketing tactic, well supported by the
other business functions. The above prognosis influenced city air’s decision to enter the airline and
tourist transport industry.

1. Changes in the Market:

In the past, travel agencies were ongoing on the basis of Hajji Program. But now a day’s not only
Hajji Program are the main menu but also Omrah, domestic tours, vacation tours, employment visa
traveler are the leading customer for agency business.

2. Market Segmentation:
Main segments which city air’s has captured the combination of higher incomes and dual career
families, owing to higher income consumer have more disposable income, allowing them to travel

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out more often. City air International also segments a group which belongs to middle class group.
Because this groups are significant in volume.
City air International holds the substantial market share in the tourism industry, the perceived
quality and service of the company will help to ensure a better the average chance at a successful
introduction of a new packages. The introduction of packages that keeps with today trends is also
important to reduce the risk of failure.
City air International will be focusing on those Bangladeshi and foreign tourists pursuing leisure
travel and excursions while on vacation in foreign, with the purpose of letting them see and escalate
the numerous attractions in our country. Therefore, the need to professionally market their selves
and the services City Air International provider, offering a service of uncompromised nature.
That’s why Market segmentation is very important for business. So they have divided the market
on the basis of four market segmentations. They are-

 Demographic segment.
 Geographic segment.
 Psychographics segment.
 Product related segment.

Demographic: Demographic segmentation bases divide a market in terms of personal

characteristics. City air International will make demographic segmentation according to this-

 All ages of people are welcome.

 Middle class to higher class.
 Service man, businessman.
 City air International will accept all types of family like regular and extended family who
wish to travel.

Geographic Segment:

Geographic segmentation is one of the fundamentals in market segmentation. So City Air

International will make a nice geographic segmentation. City air International will be opened at
bijoy nagor commercial area because of population density, good transportation system, improved
roads and highways.

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Psychographics:

Psychographics is another important element for both customers and owners. Products and services
area unit provided on the premise of -

 Person’s attitudes.
 Personality.
 Opinions.
 Lifestyle.
 Interests.
 Motives.

Figure 3: City Air Market segmentation.

3) Target Market Segment Strategy

Target market is a cluster to which a firm directs its marketing activities. Deciding on a target
market is crucial in developing an effective marketing strategy. City Air’s marketing strategy will
be based generally on making the right services available to the right target customer. We will
make sure that our services prices take into consideration organizations. The marketing will take
the sense of excellence in all picture, all promotion, and all publication. City’s intension will be to
target those individuals and groups looking for leisure activities and places to visit. City air

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comprehends the need to focus their marketing message and their service offerings. City air need
to improve their message, communicate it, and make good on it. The decision to launch strategic
alliances with several hotels, lodges and tour agencies is aimed at tapping their target market
effectively and efficiently. City air International will divide their target market in two categories.
 Financially.
 Work Basis.

4) Customers Characteristics and Needs

In all businesses, customer is the rudimentary thing. Without customer, City air International can’t
do any business. So City Air International has to give highlighting on customer’s behavior and
needs. According to market research, City air International has found customer’s characteristics
and needs. Such as: -
 Customers were going to the City Air International for buying Air tickets, tour packages.
 Customers want to seat advance booking facilities.
 Customers want Immediate reservation confirmation on their travel and accommodation.
 Customer requirements quality packages and air tickets at a cheaper rate.
 Customers want extra service from travel agent authority. City air International will
provide that types of services.

After opening City Air International, they will try to best to deliver Air ticketing and tour packages
services to meet up these types of needs and demands.

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ENVIRONMENTAL AND INTERNAL ANALYSIS OF THE CITY AIR INTERNATIONAL

In they visit to City Air Intl; they conducted investigation on PEST (Political, Economic, Social
and Technological) Analysis. In the internal analysis of City Air International they have considered
PEST and SWOT of the Company.

PEST (Political, economic, social & technological)

i. POLITICAL ISSUES: Political issues include supervisory framework operating in jurisdictional
system which may affect the business in diverse ways. There are not many political factors in
Dhaka affecting travel agencies as is lack of competition. Factors such as laws on business
employment, pollution and fiscal policy apply on the organization which it has to trail concerning
the rules.

ii. ECNOMIC FACTORS: If the county’s economy is healthier so the GDP of the country will be
upright, this is a green signal for the organization as the per capita income of the individuals will
be amplified and they will expend more cash on travelling. In my survey I came to know that most
of the people in the beginning of the months spend more and they visit foreign country very often.
When the inflation rate increases the cost of ticketing and other thing also increases and this leads
towards high prices of the products and vice versa.

iii. SOCIAL FACTORS: There are social forms of society which consist of Upper class, middle
class, middle upper class, lower class and lower class. Every country has traditional customs,
morals, values, views and faith which can affect the organization.

iv. TECHNOLOGICAL FACTORS: Now a day’s technology is improving so as reservation and

ticketing will be of new and efficient technology and will provide efficient service. Such as
ABACUS, AMADUES airlines ticket selling software has introduced. By reason of modern
technology there are innovative ways of marketing like internet; telemarketing and the
organization can advertise their products with much quicker pace. Computer based purchaser data
that is managing information system supports to collecting customer data, daily transactions, future
forecasting and decision making.

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SWOT ANALYSIS:

STRENGTHS:

 Diversified client base: This will reduce our dependency on one particular market.
 Combination of skills in employees: The directors intend to engage well-qualified and
experienced employees to jointly develop business strategy and long-term plans, so as to
attain company objectives.
 Extensive advertising and marketing: The Company will undertake extensive advertising
and marketing, promoting both its name as well as service or product awareness. However,
an antagonistic and intensive marketing campaign with pure goals and strategies shall be
one of our supports.
 Group image: It can easily attract the job market.
 Latest technology: Latest technology makes organization more effective and systematic.
So every task can be managed so smoothly.
 Wider distribution network: Wider distribution network gives the employee better oppo
rtunity to explore their quality and knowledge and open the door to be more professional
in the business community.

WEAKNESSES:

 Lack of a reputation in comparison to their competitors. This is due to the fact that we are
still new on the market. However, this shall be addressed as shown in the marketing section
of this plan.
 The introduction of new organizational practices and personnel who have not previously
worked together presents a challenge to the organization.
 A limited financial base compared to the major players in the industry.
 Lack of clear strategic allies.

OPPORTUNITIES:

 Current drive by government towards encouraging the participation of indigenous

entrepreneurs in travel agency &tourism presents an opportunity which we may fully
utilize.
 Current growth rate of travel agency & tourism presents an opportunity for ourselves which
we may take advantage of. This is further supported by the current marketing campaigns
by both the government and regional tourism body, the Regional Tourism Organization of
Bangladesh, aimed at promoting tourism into the region.

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  Presently there is limited reliable travel agencies & Tourism Company to take tourists to
areas of interest.
 International tourism trends indicate that today's traveler wants a more enriching
experience than that provided by conventional 'sun and sea' vacations.

THREATS: The current development in the tourism industry may result in a cumulative number
of firms ingoing the market. This may main to amplified rivalry emerging from a variety of given
sources including:
 Recognized travel agencies, boarding house and cottages may look at the expansion of
new lines and vertically assimilate transportation so as to provide additional services to
clients.
 Innovative marketing policies and strategies by established companies aimed at providing
excursions of our intended nature.
 Current competition.
 Other new travel agency produced by healthy nationwide economic and tourism growth.

POSITIONING:
City Air Intl. anticipates to offer an exceptional service to all of its customers, primarily travelers,
so as to position itself as the leading travel provider in Bangladesh. This shall be undertaken
through provision of inexpensive, relax able and deluxe transport as well as informative insights
about the various sights and areas. These excursions will be personalized to the individuals or
groups interests and thus providing enjoyment and satisfaction. City Air Intl. competitive benefit
shall be their customer orientation and friendly staff who shall go at extents to ensure the customer
is served and fully satisfied. Through our reasonable charges and satisfying excursions they expect
to attract a large portion of the market (in domestic & international), both directly and indirectly.
Henceforward all promotional material and campaigns shall be directed to fulfilling our intended
positioning on the market.

COMPETITIVE ANALYSIS

COMPETITIVE COMPARISON:

Right now, there are few competitors offering services comparable to City Air Intl. Nevertheless,
considering the step of change and existing growth rate of the tourism industry attracting many
companies into the sector, this may be short-lived. Later there will be a need to not only firmly
begin their selves on the market, but also strongly differentiate their identities from these other
businesses. Yet, on broader scale City Air’s competition comes in several forms:

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A study of competition is provided in the Market Enquiry section of this plan.

a) NATURE OF COMPETITION:

The most substantial competition is hotels and travel agencies offering excursions to their
customers. They assume this service with the purpose of launch a competitive advantage over their
entrants. But, instead of directly rival with them we anticipate to start good working interactions
in the form of strategic alliances such that we are able to offer the service for their customers and
therefore aiding them to concentrate on their fundamental activities while ensuring customers are
fully satisfied. City Air’s key advantage in this regard will be their specialty of the service and
hence wide knowledge ensuring customer satisfaction at all times as well as flexibility in providing
the service. Competition is the main part in any business. Every business has competition. In travel
agency business City Air intl. will find a lot of competition. The main nature of competition is
very few. Such as-
 Quality Travel Packages.
 Good service.
 Locality.
 Facilities.
So, City Air intl. want to provide all types things, which are very important in market and by
doing that they will beat their competitors.

b) PRIMARY COMPETITORS:

Today, competition is not only widespread but growing more penetrating every time. In
Bangladesh the most leading competitors of City Air Intl. are the DANA AVIATIONS, VISION
TOURS & TRAVELS, SAMEER TRAVELS, and TRAVEL ONLINE etc. Existing hotels, lodges
and travel agencies may identify the opportunity to diversify into their intended services utilizing
their current client database. Naturally, existing clients will be inclined towards utilizing these
familiar companies due to the fact that a good relationship may have already been nurtured over
the years during their business dealings. This presents a potential challenge to City Air’s, as they
need to aggressively market their services and expertise in the field.

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c) BASES OF COMPETITION:

Some bases of competitions are given below:

 Threat of new entrants.
 Substitutes.
 Buyers bargaining power.
 Supplier’s power.

Figure 4: Base of Competition.

COMPETITION AND BUYING PATTERNS

The vital element in service utilization decisions made at the company's customer level is trust in
the status and trustworthiness of the firm. The most key factor in this market will be the quality of
the service and places of excursion. This is predominantly so considering the various interests of
individuals and groups as they endeavor to see as many places as possible. The very nature of City
Air Intl. services commands that the pricing of their services will vary according to distance

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 traveled, as different customers opt to visit different areas and within specified time frames.
however, they generally monitor word of mouth recommendations accomplished from hotels,
travel agencies, administration departments, car hire companies and other such interrelated
companies.
AN ANALYSIS OF THE PRIMARY AND SECONDARY COMPETITORS OF CITY AIR
INTL.

Primary Players Weakness Strength

Mamun Tours &  High Price, less possibility for local

Travels people  Diversity masters for
upper class people
Dana aviation  Low in investment in Ads  Quality
 Less Variations’ of packages

Travel Online  Low investment in Advertisements  Variety

Unepax  Inexpensive  Quality

Sameer Travels  Expensive  Variety

Secondary Player Weakness Strength

Any Kind of travels  Highly Expensive (Concentrate  Customize preparations.

operators. more on upper class)  Fast services.
 Excellent ambience.

Tours Operators  Comparatively expensive.  Variety of packages
 Low in investment in Ads. masters for tour operators.
 Delivery of services not
satisfactory

Table 1: Primary and secondary competitors of City Air Intl.

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MARKETING AND SALES

MARKET TARGETING:

One core element of city air’s strategy will be that of differentiation from their competitors. In
terms of marketing city Air intl. anticipate to ensure that their name and services are marketed on
an extensive basis so that customers are aware of their existence. In price, City’s’ intend to offer
affordable and competitive prices in comparison to competition and City Air Intl. need to be able
to withstand that City Air’s service marketing will strive to ensure that they will establish long
relationships with clients.

STRATEGIES ADOPTED BY CITY AIR INTL:

A business strategy is the outline of decisions and actions that are engaged by the business to
achieve its goals. A business has a diversity of goals and objectives. All businesses prerequisite to
organize their business activities in order to attain their business goals. Running a business contains
planning the existing as well as future activities. Henceforth, in order to achieve the business
objectives, each travel agencies adopt different strategies. Similarly, City Air Intl. has
implemented many tactics which help to attain the targets set by the main office to the local Sales
office opened at Uttara. Changes are the exterior as well as interior environment has led City Air
Intl. reconsideration their previous strategies and has consequently intended innovative strategies
after perceiving the changes in the environment. These eco-friendly changes are understood
through the PEST and SWOT analysis. After in view of all the factors City Air Intl. has decided
upon the strategies and their existing strategies are divided into five main categories and further
have sub-parts. These strategies are: -

i. FUNCTIONAL STRATEGIES:

These are strategies intended to advance the efficiency of a business's operations. City Air Intl.
frequently focuses on an area, for example marketing, human resource etc. All travel agencies
adopt different strategies at functional level as once the efficient objectives are accomplished,
corporate objectives become easy. With the purpose of make the practical strategy efficient, City
Air Intl. has made all the well-designed departments co-operate with each other.

ii. SALES LEVEL STRATEGY:

For the time being at least, the marketing process will depend on individual selling or networking
and advertising to distraction and enlighten latent customers about the services. we offer and the

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benefits of utilizing their services. Their marketing does not anticipate to affect the insight of need
as much as knowledge and awareness of the service category.

iii. BUSINESS LEVEL STRATEGY:

Business level strategies are plans completed to gain a competitive advantage over its rivals in a
market. Therefore, all the businesses prerequisite to adopt professional strategies in order to
compete in a competitive environment. If they take a look at the Bangladeshi market, there are no
significant large competitors of City Air Intl. but unlimited small competitors exist in the market.
The threat of competitors is very low as there is no international travels & tours operator in
Bangladesh at present. Therefore, present strategies adopted by City Air Intl. are keeping in
consideration the present competition. While, in future this competition will increase and City Air
Intl. will have to alteration all its corporate level strategies in order to compete with its competitors.

iv. PRICING STRATEGY:

The level of rivalry a travel agency faces determines its pricing strategy. Sometimes a business has
the possibility to set its price and occasionally a business cannot. When a business has the
opportunity to set its price there is a number of pricing strategies it might choose. City Air Intl.
will be competitively priced in addition to the directives of the market. As a result of the
introductory nature of their services they anticipate to implement a saturation pricing strategy
which will ensure that potential customers are not scared away by their prices, up until their
services are appreciated and fully operational. Yet, this will dictate that their costs are prudently
kept so as to ensure our financial goals come to fruition. This is reflected in their prices as stated
in the services description. City Air Intl. intend their income structure to match their cost structure,
so as to ensure that the salaries they pay to their employees to assure good service are balanced by
the cost we charge to the customer.

MARKETING MIX STRATEGY:

Marketing strategy is the main thing in business. Every company has to make a marketing strategy.
That’s why; City Air Intl will follow the marketing mix. Marketing mix contains with 4Ps.

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PRODUCT MIX:

PRODUCT LEVELS:
In planning its market contribution, the marketer wishes to think through five levels of product.
Each level adds to the customer value, and the five constitute a customer value ladder. The levels
of the product that the travel and tourism industry propose to its customers are as follows:
1) Core product: The core product offered by City Air Intl. and Tourism industry is the target. It
is principal because the main aim of the tourist is the destination where he has to reach.
2) Basic product: The basic products offered by City Air Intl. and Tourism industry are ticket
booking, transport, sightseeing, hotel booking.

3) Expected product: These are the products that the customer assumes the organization to offer.
These are good services, seat accessibility on required time because it is essential to business
travelers, precise info, and quick sign up for the senior manager of the corporate, authentic info,
info regarding varied packages, totally different routes resulting in a selected destination.

4) Augmented product: These are the products that are offered by the companies to separate itself
from others. These products become anticipated products in the future. Those are flat beds in
business class, Wi-Fi connection in hotels, customized meals on board, tele checking 8hrs booking
in hotels, hotels providing laptops on request, internet access as complimentary for the corporate
packages.

5) Potential products: These are the upcoming products that the companies will offer to its
customers. These can be underwater tourism, hovercraft for traveling. Also Virgin Atlantic airlines
square measure thinking of adding a casino and a store within the airline.

PRICE MIX
In pricing decisions, the product or the service mix of the travel association is significant. They
have to fixed prices in line with the quality of services to be completed obtainable to the customers
and the type of customers they are targeting. Pricing decisions are prejudiced by interior factors
like pricing policy of the company, and exterior factors similar to the destination itself. They are
obligatory to think in favor of disregarding price. These may contain discounts for cash payments,

28 | P a g e
seasonal discounts, trade discounts etc. But while offering the discounts, it is not to be elapsed that
it may also create image problem since some of the value sensitive tourists may doubt the quality.

PROMOTION:
Formation of awareness has a far-reaching influence. The tourist organizations bear the
responsibility of notifying, coaxing and sensing the possible tourists in a right fashion. The
marketers need to use the various components of promotion optimally so that they succeed in
increasing the number of usual users. Promotion supports in exploiting the length of stay,
frequency of tour by contributing new tourist products in the similar country to areas, which have
remained vacant or partially appointed. The several measurements of tourism promotion are as
follows:

ADVERTISING
Advertisement provides key information to the actual and possible tourists. Its exposure is wide.
Advertising is aimed at the public to create awareness of the travel offers obtainable on a resort
and its fascinations to encouragement their business decisions. Intangibility can be remunerated
with the help of visual experience of scenes and events. City Air Intl can project hotel bedrooms,
well-arranged restaurants and cafeterias, swimming pools etc.

PUBLICITY
City Air Intl emphases consideration on strengthening the public relations measures by developing
a relationship with media people and receiving their tailored support in spreading the business. It
helps in projecting the positive image of tourist organizations since the forecasts trust on the news
items publicized by the media people. The publicity program embraces regular publicity stories
and photographs to the newspapers, travel editors, contact with magazines on stories etc.
advertising is a part of publicity.

SALES PROMOTIONS
Sales promotion procedures are the short-term actions looking for to enhance sales at highest
demand periods to guarantee that the firms obtain its market share and are used to help promote a
new product or support an ailing or modified one. City Air Intl is use tool of sales promotions is
designed to plea mainly to those customers who are price-sensitive. City Air Intl used a number of
techniques to promote sale and the tourist professional requirement to use them in the face of their
requirements vis-Ã -vis the emerging trends in the business. E.g. In the tourism industry, a travel
company propose give-always to their clients, such as flight bags, wallets for tickets, Foreign
Exchange (Forex) and covers of passport. The hotels supply variety of facilities like shoe shine

29 | P a g e
garments, attention stitching kits, shower caps and shampoo. Further, the important person
purchasers conjointly get fruits and flowers in their rooms.

WORD-OF-MOUTH PROMOTION
Most announcement about tourism takes place by word-of-mouth information, which in a real
sense is word-of-recommendation. In the tourism industry it is found that the word-of-mouth
promoters play the role of a concealed sales force, which aids the process of selling. The high
magnitude of effectiveness of this tool of promotion is due to high integrity of the channel,
especially in the eyes of the potential tourists. The sensitivity of this tool makes it clear that tourer
organizations ought to focus on the standard of services they promise and provide. The marketers
or the tourist organizations need to keep their eyes open, identify the vocal persons or the opinion
leaders and take a special care of them so that they persevere moving the method of stimulating
and making demand. Hence City Air Intl has a positive word-of-mouth.

PERSONAL SELLING
Personal mercantilism depends on the non-public ability of a personal. The travel business depends
significantly on the personal selling. The development of travel and tourism has been probable due
to well-educated and trained sales personnel. The development of tourism business has been
prejudiced by the services rendered by the travel agents and travel guides since they work as
information carriers. Personal mercantilism is that the personal presentation of a tangible product
or intangible services or concepts to the shoppers. it's necessary to say that within the commercial
enterprise business, the personnel UN agency attend tourists type a necessary ingredient of the
merchandise, like sales personnel area unit found answerable for handling customers behind the
counter, the resort representatives cater to the requirement of tourists after they reach the
destination etc. all of them play an important role in making certain that the commercial enterprise
product satisfy the tourists. The phrase- the client is usually right applying specifically to the
commercial enterprise business. No discount in price would reimburse for ill-mannered and
impolite travel guide, a solvent waiter and a surly or a haughty coach driver. These facts square
measure testimony to the proposition that the travel business is combined with the performance
and behavior of sales personnel or travel workers.

TELEMARKETING
It is a way of selling that is most typically used by City Air Intl in which a workwise sound
telemarketer markets the business. The quality of technology and the communicative ability of the
telemarketers define the greatness of success of this constituent. In tourism, the travel agents,
offices of airways, receptionist, and secretaries can work efficiently if the telephonic services are
not up to the mark. Also recruiting someone thought-about to be professionally sound, personally-

30 | P a g e
committed sales personnel having associate degree in-built ability, innovation and imagination is
incredibly vital.

EXHIBITIONS
City Air Intl participate in all the travel related exhibitions. The competitors comprise global and
domestic tourism upgrade boards, travel agents and tour operators, airlines, car rentals, cruise
liners, holiday investors, technology benefactors, hotels and resorts, education institutions in the
field of hospitality and tourism.

ONLINE PROMOTIONAL STRATEGIES

City Air International provide many services online such as

 Birthday reminder service- here people can save the birthday date of their friends, relatives,
and City Air Intl. will remind you the birthday date and birthday parties discount and one
can book ticket in online.
 Passport renewal Reminder service
 E-coupon and discount offer available to online customers.
 VIP CLUB –
a VIP (such as Uttara Club) club made where people can register their email, mobile
number where City Air Intl. provide them latest Tours & travel package news, discounts
and offers at email, mobile phones.

PLACE:
It refers to the finest place to offer program. That is the place where it is situated and through what
channels are we distributing programs and the competitive advantage lies in distribution. City Air
in Dhaka is situated out of the market area near Bijoy Nagor. This location has been selected
possession in view the ensuing factors. It is in a commercial area location with good parking
accessibility. Secondly the Bijoy Nagor area is of a specified minimum size and within a given
drive time to the site. Distribution The type of distribution channel used by City Air is the direct
channel. Secondly they also have branches in Bijoy Saroni.

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SERVICES MIX STRATEGY
PEOPLE
In City Air International the job design is not the hardest task to do. Similarly, there is some
specific prerequisite for recruiting process. The only factor City Air Intl. was bearing in mind on
the communication skills, how they communicate with the customers. Since the communication
is the most significant factoring between the customer and employee because the whole process is
depended on giving the orders for travel packages. For this the Administration accompanied the
exercise process for the new employees. The Training is given for total 5 days. Out of 5 days, they
have 3 days for ABACUS Air ticket selling software training and other 2 days in the examination
and communication skill building training that is, how to receipts orders and fundamentally how
to connect with customers and create them happy by their services.

PROCESS
The design of the process of the City Air Intl is very well-organized. City Air follow a hierarchy,
all the employee designation is different, City Air has a very suggest and well known process by
approving various technology software which assist them to promotion City Air’s air ticket supply
management and also manage their customer professionally.

PHYSICAL EVIDENCE
The environment of the City Air Intl. is good adequate to catch up the people. City Air Intl. delivers
a very good travel experience with high quality of atmosphere in terms of their physical evidence.
And City Air’s always attempts to promote with changing environment and reconstruction is key
of success of the City Air Intl.

SERVICE DIFFERENTIATION
ORDERING EASE:
Once one enters the sale office immediately the assistants initiates the reservation process by
providing the broacher. All reservation associates are well trained in English and can take tour
package order from any customer.

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DELIVERY:
City Air’s style of carrying the tour packages to the customer is fairly an experience. The sale
office is appealingly designed; all the staff members are exclusively dressed. Managers dressed in
special uniforms. Also the Sales Counter, Boucher, is all placed in a good manner. This on itself
is quite impressive. All quires placed in reservation agents are provide within 15-20 minutes and
the take away quires are delivered within 30 minutes. Care also has been taken by the company to
pack the Air Ticket (usually called jacket) in special covers so that it remains good condition. Also
discount coupons are given to the customer.

PRODUCT DIFFERENTIATION
The kind of service provide by City Air Intl. that ensures that every visit of the customer is a
memorable one.

TOURS PACKAGE FEATURES:

City Air’s has May exclusive features of their tour product due to which it fascinates the customers.
The tour product is confidential into non-durable goods as it is a tours item packages differentiates
itself with its competitors with respect to their wide range of offerings. Always peoples will attract
by extra offering.

MASS CUSTOMIZATION:
The main benefit of City Air Intl. is that one can modify his own Tour packages. This creates
variety in the customers’ mind and thus one can enjoy whatever City Airs can offer. The most
exceptional feature is that there is “tour 4 all” scheme where one can select 4 different types of
cheapest tour packages combinations. This is a novel method of providing as there ar several
shoppers WHO are available in teams wherever somebody within the cluster.

CONFORMANCE QUALITY:
City Air’s package has very high conformance quality. All the tour products produced are identical
and meet the promised specifications.

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ANSOFF MATRIX

Figure 5: Ansoff Matrix

SERVICES VARIABILITY
For aim of least Variability chance, they follow below mentioned steps-

TRAINING
Every new employee undertakes the training of 5 days which includes 3 Days ABACUS software
Handling and 2 days Customer Dealing (Hospitality).

SCRIPTS
City Air Intl. has provided their employees with particular scripts that has to be spoken when
similar situation arises Example- When the customer enters employee have to say “Hi Mam /Sir.
How are you? Welcome to City Air Intl. Your quires are placed into counter 1/2/3/4.”

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VARIABILITY AT CITY AIR’S OUTLETS
While they visited City Air outlet, they found City Air outlet bit different in terms of the service
provided by them. The employee’s courtesy was diverse. This may be due to diverse management
styles followed by managers.

MAINTENANCE MANAGEMENT
For the purpose of handling as well as maintaining machines there is GPM (General Purpose
Maintenance) person available at every outlet. He knows how to overhaul machine, how to incase
of any failure how to temporary make the machine work. They have done ABACUS machine with
the Abacus bd ltd for machine provided by them. There is one IT person out there to check system
or computer code failure. This enables City Air to be prepared for any small breakdown affecting
their business at any particular time. They have made a proactive management.

SALES STRATEGY
In the interim as a minimum, the selling process will rely on personal selling or interacting and
advertising to lure and notify possible customers about the services we propose and the welfares
of take advantage of our services. Our marketing does not anticipate to affect the perception of
need as much as knowledge and awareness of the service category.

CITY AIR’S SERVICE QUALITY DIMENSIONS

5 4 3 2 1
Scale Strongly Satisfied Neutral Dissatisfied Strongly
Satisfied Dissatisfied
City Air Intl. Service Quality Dimensions
Tangibility
1.Employees’ Presence 5 4 3 2 1
2.Friendly Environment 5 4 3 2 1
3. Environment is good-looking 5 4 3 2 1
4. Topographies of tour Packages 5 4 3 2 1
5. Freshness 5 4 3 2 1
6. Benefits 5 4 3 2 1

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7. Differentiation of Packages 5 4 3 2 1
Reliability
1.Complete the services precise and accurately 5 4 3 2 1
2.Ensure services on time 5 4 3 2 1
3.Correct the mistakes and errors 5 4 3 2 1
4. Timely e-mail Delivery 5 4 3 2 1
5. Hospitality 5 4 3 2 1
Responsiveness
1.Workers’ performance, when busy 5 4 3 2 1
2. Style to advanced Management 5 4 3 2 1
3.Employees’ direction to customers 5 4 3 2 1
4.Response to customer 5 4 3 2 1
5. Waiting time. 5 4 3 2 1
6. Sense of special services 5 4 3 2 1
7.Privacy 5 4 3 2 1
8. Time for take away. 5 4 3 2 1
Assurance
1. Employee Behavior 5 4 3 2 1
2. Knowledgeable Employees 5 4 3 2 1
3.Courtious 5 4 3 2 1
4. Attitude 5 4 3 2 1
Empathy
1. Sincerity 5 4 3 2 1
2. Resolve the problems 5 4 3 2 1
3. Generous conduct of employees 5 4 3 2 1
4. Exclusive Service especially for you 5 4 3 2 1

Table – 2 City Air’s Services quality dimensions.

 Therefore, from the above information we analyzed that on the scale of 5 City Air Intl.
ranks Tangibility – 4.2 (30 /7)
 Reliability – 4.2 (21/5)
 Responsiveness – 3.5 (28/8)
 Assurance – 4.75 (19/4)
 Empathy – 4.5 (18/4)

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And a total Service quality they score 4.23 on the scale of 5 (4.2 +4.2+ 3.5+4.75+4.5/ 5) which
tells that its customer is satisfied. However, it has to progress them on Receptiveness as it will
assist them to pleasure the customer. They are improving on their quality management system. the
questionnaire has done which we became above data. Average data has been marked of only 15
customers. However, data was collected from 20 customers. But we chose to take data from 15
customers only as some customers filled the questionnaire in a hurry and marked most 5 or most
1.

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 CHAPTER – 4
FINDING AND CONCLUSION

38 | P a g e
FINDINGS
This study will enable the City Air Intl. to decide on the future courses of action regarding to the
marketing strategy and as well the expansion of the new tour products or new branches. It will also
enable them to find out major flaws in the operations and marketing procedures of their travel and
tourism business.

To the marketing practitioners and researchers, this study will help in further determining the
acceptability and reliability of the marketing strategy analysis. The findings regarding the
marketing strategy of City Air Intl. will enable future researchers to determine industries that are
suitable for the application of such analysis and industries that are not.

ANALYSIS AND INTERPRETATION OF DATA:

This study, most importantly, will enable this researcher/student to face graduation requirement.
 According to the statistics collected 68% favored City Air international comparing others.
That’s why City Air Intl. is on doing well in tourism industry.
 37% respondents are strongly agreed, and 42% are agreeing that City Air Intl. is providing
good travel related services.
 41% respondents like to have City Air Intl. due to their Services quality, 25% like in terms
of services provision, and 20% prefer because of affordability.
 23% strongly agree with the notion of tour packages, and 31% just agree with it. It means
54% are satisfied.
 12% strongly agree with the available tour variety packages in City Air Intl, and 58% just
agree with it. 70% acknowledged its quality services.
 74% acknowledge that reservations agents’ behavior is good.
 5% respondents agree that services order comes on time, and 35% said that time slightly
exceeds up to 10 minutes and 60% said that it takes 30-40 minutes.
 41% are strongly agreed that fare prices at City Air Intl. are affordable at compares to
alternative, thirty ninth were simply agreeing and remaining was disagreeing.
 strongly agree 35%, and agree 52% that atmosphere.

*Note: Sample size would be mentioned in methodology section

MOST COMMON ANSWER FROM CUSTOMERS

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 Fare are Low, great Discount Verity of Packages

Most Common Answer

From customer

Services for Tickets are all

Tour Product Features are good
found to be satisfctory

Figure- 6: Most common answer from customer.

Primary data collected from Uttara area this data may varies with area.
1. HOW MANY TIMES ONE VISITS TO FOREIGN COUNTRY:

Table -3: Frequency of foreign country visit.

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 2. PREFERENCE OF SERVICES

Dana Travel
Others
Customer No. Aviation’s Online City Air Intl

1 1
2 1
3 1
4 1
5 1
6 1
7 1
8 1
9 1
10 1
11 1
12 1
13 1
14 1
15 1
Table-4: Preference of Services

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 8

7
46 %
6

3
20 % 20 %
2
14 %
1

0
Dana Aviation Travel Online City Air International Others
Category of Travel agency
Fig -7 : Preference of Services

Out of all the customers who flew out, 46% of customer prefer City Air intl services.

3. LOCATION PREFERENCE FOR HAVING AIR TICKET:

Customer No. Travel Online City Air Intl

1 Air count Travel Ag. Air Count Travel Ag
2 1 1
3 1 1
4 1 1
5 1 1

6 1
1
7 1 1
1

8 1 1

9 1 1
10 1 1
11 1 1
12 1 1
13 1 1

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 14 1 1
15 1 1
Table-5: Location Preference of Having Air Tickets

15
100 %
32% 15%
90%
12
80%

70%
85%
609%
68%
50% Airlines Counter
406% Travel Agency

30%
3
20%

10%
0
0%

Figure- 8: Location Preference of having air tickets.

68% of the customers like to have Travel Online outlets where as 32% of their customers like to
have it at airlines Counter. 85% of the customers like to have Air Ticket at City’s outlets whereas
15% of their customers like to have it at Airlines Counter.

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 5. FREQUENCY OF HAVING AIR TICKET:

Customer Very Rarely Monthly Twice Weekly Once Monthly One

No
1 1
2 1
3 1
4 1
5 1
6 1
7 1
8 1
9 1
10 1
11 1
12 1
13 1
14 1
15 1

Table-6: Frequency of Having Air Ticket

Very Rarely 20 %

Monthly Twice 20 %

Weekly Once 20 %

Monthly Once 40 %

1 2 3 4 5 6 7
Figure- 9: Frequency of having air ticket.

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From the data it is interpret that only 20% of customers have Fly very frequently. At the same
time only 20% customer’s fly’s very rarely.

CONCLUSION
City Air Intl. has many objectives which it has attained in a particular period of time. The time-
period is mostly a year. Therefore, in order to fulfill the targets different strategies are adopted by
City Air Intl. It may be determined that these strategies have been fruitful and there is elasticity in
the policies and tactics, as they will be transformed with the changes in the market conditions as
well as the objectives.

According to my findings City Air Intl. is top among all tour and travel package providers. Service
packages offered in City Air Intl. are affordable and quality full. Majority like it because of good
quality, services, and reasonable fare prices. Although it seems that people are not happy with the
waiting time for travel package to have but all the same behavior with customers is quit courteous,
amiable, and convincing. People like ambience of City Air Intl.; lightening, music, seating
arrangement, and peaceful environment.

This study is attempts to make an idea about the Marketing strategies and Marketing operations in
City Air Intl. and that’s helps to explain how they operate their business and why marketing
strategy is important for the company and for the tourism & travel agency business sector. I think
it would be a good example for any travel agency and as well as tour operator. From the above
observation we can conclude that City Air Intl. has appropriate strategy that’s helps to formulate
for more entire integration of company’s every department. Because proper strategy can bring a
significant gain for the City Air Intl. This study is partial fulfillment requirements for my
schoolwork and all the judgments, problem & recommendation are identified according to my
analysis. All the observations are done according to my point of view, so it cannot be used any
policy making, if a company want, then they can assessment the whole study from the beginning.
Now, it is a competitive market. Business helps anyone to prosper in life. City Air Intl. 's business
is tourism business. I hope that, they will achieve a high reputation by providing high quality travel
services thorough their travel agency.

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Reference:
 Zhou, Z (2004). Ecommerce and information technology in hospitality & tourism.
 Buhalis, D. (2004). e-Airlines: Strategic and tactical use of ICTs in the airline industry.
Journal of Information and Management, 41, pp 805-825.

 Buhalis, D. (2003, February). Travel Daily news. (and.) Retrieved from

Http://www.traveldailynews.com

 Bidgoli, H. (2004). The internet encyclopedia. New Jersey: John Wiley & sons

 Cheng, S. & Cho, V. (2011). An integrated model of employees, behavioral intention

toward innovative information and communication technologies in travel agencies. Journal
of Hospitality & Tourism Research. Retrieved on October 19, 2011 from
http://www.sagepublications.com

 Pender, L., & Sharpley, R. (2005). The management of tourism. London: Sage Publication.

 Copper, C., Fletcher, J., Flyall, A., Gilbert, D. & Wanhill, S. (2008). Tourism principles
and practice. (4th Edition), England: Pearson Education limited.

 Goeldner,C.R & Ritchie,B. J.R. (2009). Tourism principles, practices and philosophies
(11th ed.). New Jersey: John Wiley & Sons

 Holloway, J.C. (2004). Marketing for tourism. Harlow: Prentice Hall.

 Wensveen, J.G. (2007). Air transport: A management perspective. (6th ed.). UK: Ashgate
Publishers.

 Kochan, T.A. & Schmalensee, R. L. (2003). Management: inventing and delivering its
future. USA: Massachusetts Institute of Technology

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  Amadeus (2007). Service fees and commission cuts opportunities and best practices for
travel agency,
Published at www.amadeus.com/travelagencies/documents/travelagencies/whitepaper for
webuse.pdf.

 Aston, H. (2009). The encyclopedia of tourism and recreation in marine

environments.Vol.23 issue, 2, 20-21 UK: Emerald Group Publishing Ltd.

 Pease, W., Rowe, M., Cooper, M. (2007). Information and communication technologies in
support of the tourism industry. USA and UK: Idea group Inc.

 Salam, A.F. & Stevens, J.R. (2007). Semantic web technologies and E-business: toward
the integrated virtual. USA and U.K: Idea Group Inc.

 Papatheodorous, A. (2006). Corporate rivalry and market power: competition issues in the
tourism industry. London: Tauris & Co. Ltd

 Bamford, C.E & Page, G. W. (2010). Strategic management, value creation, sustainability,
and performance. Canada: Cengage learning.

 Bhatia, A.K. (2006). The business of tourism concepts and strategies. New Delhi: Sterling
Publishers p.v.t Ltd. Bidgoli,

 Brandon, P., O’Connell, J., Ruane, D. & Wims, P. (2003). E-business developments in the
Irish Agribusiness Industry, paper presented at the EFITA Conference, Debrecen.
 Dasgupta, D. (2011). Tourism Marketing. India: Pearson Education
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Plunkett Research Ltd.
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 Appendix- A
Interview agenda for General Customer

Name: Gender:
E-mail ID: Mobile No.:

Age Group: a) Below 18 b) 18-28 c) 29-39 d) 40 and Above

Occupation: a) Student b) Business c) Service d) Housewife e) Others

1) How often do you visit you travel in abroad?

(i) Everyday (ii) Weekly once (iii) Weekly Twice (iv) Monthly (v) Occasionally

2) Specify your satisfaction with City Air International according to the following?

Parameter Excellent Good Average Poor

Quality of Packages:

Fare

Ambiance
Service:

Services Delivery time

Services:

Staff Behavior

3) Through which media you are getting information about City Air Intl?
(i) TV (ii) Newspaper (iii) Pamphlets (iv) Bill Boards (v) Other’s

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4) Compare City Air International with the following food chains and rate them on a scale of 10.
Name Quality Price Decorations Ambiance Service
City Air Intl.

Dana Aviation

Travel Online
Unepax

Vision Tours & Travels

5) Which of the following Airlines would you prefer to travel?

i) Qatar Airways (ii) Malaysian Airways (iii) United Airways (iv) others

6) Location Preference of having Travel packages?

(i) Travel Online (ii) City Air Intl. (iii) other’s (specify)…………….

7) Which brand of Travel Agency is most preferred?

(i) Travel Online (ii) City Air Intl. (iii) other’s (specify)…………….

8) In your view what suggestions you have for City Air Intl?
(Specify)…

……………………………………………………………………………..………………………
…………………………………………………………

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 Appendix-B
Interview agenda for Management team, City Air Intl.

Name: Gender:
E-mail ID: Mobile No.:

1) Is there a personnel or HR & Marketing manager in your company? a) Yes b) No

2) Does the Marketing & HR manager attend staff meetings or equivalent meetings? a) Yes b) No

3) From which stage is the Marketing & HR manager involved in the business strategy formulation?
a) Beginning Stage b) Counseling stage c) Implementation stage
4) Does the company have defined Marketing & HR strategies?
a) Yes, with documentation b) Yes, without documentation c) No
5) Are compensation policies defined?
a) Yes, with documentation b) Yes, without documentation c) No
6) Is there a defined policy for staffing?
a) Yes, with documentation b) Yes, without documentation c) No

7) Does your company have HR policies in management development?

a) Yes, with documentation b) Yes, without documentation c) No

8) Are there any policy regarding training and development of the HR (i.e. labor and staff)?

a) Yes, with documentation b) Yes, without documentation c) No

9) What is the policy for management and administration staff?

Comment…………………………………………………………………………….

10) How are mothers with infants of less than 6 months treated?

Comments……………………………………………………………………………

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