Prepared By

Mizanur Rahman Department of Tourism & Hospitality Management 1st Batch University of Dhaka


Hospitality industry consists of broad category of fields includes lodging, restaurants, event planning, theme parks, transportation, cruise line, and additional fields within the tourism industry depends on the availability of leisure time and disposable income

Bangladesh is one of the emerging economies in the world

attracts thousands of foreign tourists, especially the businessmen and ready-made garment buyers

34 per cent growth in the first half of the last calendar year

hotels in Dhaka earned nearly Tk 1.20 billion in January-June period

Some active hospitality industries in Bangladesh are .

Hospitality sector Name of Industry
Accommodation Transportation Tour Operator NTO Food & Beverage Entertainment Recreation & Activities
Radisson Water Garden GMG Airline The Guide Tours Ltd Bangladesh Parjatan Corporation(BPC) Sublime Restaurant Star Cineplex Fantasy Kingdom

Stand on seven acres land The leading hotel now

Earn the largest amount of profit

Radisson earned Tk 292.45 millions in first half of 2010

Occupancy rate 88.22 per cent during JanuaryJune of 2010

Health club Ballroom(s) Bar/lounge Gift shops or newsstand Restaurant(s) Swimming pool outdoor Sauna Spa Valet parking

Bangladesh's largest and oldest private airline

operating domestic, regional, and international services

currently operating services to different destinations

It s operating in different countries ..
India Pakistan Nepal Thailand Malaysia Saudi Arabia United Arab Amirats

A modern and elegant restaurant Located in Radisson Water Garden Hotel Offer fresh, tasty, inventive and wholesome cuisine Offer wide variety of menus Menu include food from Bangladesh Visitors, outside the hotel, can also come to enjoy the recipes

The Guide Tours Ltd

The company provides The most experienced and well-equipped tour operator in Bangladesh.
detailed and up to date travel information tailor-made itineraries reliable logistical services multi-lingual guides transport & accommodation facilities

‡ The first and only international standard multiplex cinema theatre ‡ The Cineplex hosts arrays of modern features
‡ ‡ ‡ ‡ ‡ Digital Cinema Sound Dolby Digital DTS Sound system State of the Art Projection automation, and comfortable seating arrangement

‡ Fantasy Kingdom brings a little bit of Disneyland to Bangladesh ‡ the most spectacular amusement parks in the country ‡ Its feature include,
» » » » » »

The Santa Maria Viking Ship Giant Plume Ride, bumper cars, Ferris Wheel, giant dinosaur park the Rollercoaster

The only National Tourism Organization of the country. Work under the Ministry of Civil Aviation & Tourism of Bangladesh The purposes are,
operating the function of the corporation to promote and develop tourism promoting tourism organizing reception and information facilities creating tourism awareness among the people publishing tourism publications

The most important mechanism to direct and control Effective management give direction by setting goals. Negotiate with individuals when there is conflict. Different hospitality industry use their specific management system.

Management system cont ..
Feedback Data system Recognition


Management system


Marketing function
Functional departments

Market management

Marketing function

Regional management

Product line management

Positioning is mainly obtained by information feeds, which help to position an establishment.

The main forms of positioning are

‡Interior design layout ‡The recommendations ‡Publicity ‡Advertising ‡The physical presence of the place ‡Brochures ‡The attitudes and experience of the staff ‡The prices and value offered ‡The ambience ‡The name, slogan, symbol and logo

The steps in strategic positioning are as follows««.

Target the customer mix you want Find out what they expect Decide if planners have the resources to profitably satisfy what the customers expect.


Decide on the key DAB which will give the organization an SCA

Develop the services and products / facilities to meet the markets requirement

Develop a staff commitment to the positioning of the organization

Build and sustain the strategic position with fact

Pricing Strategy
Price helps to determine customer mix. The rack rate is the regular published room rate Rack rate is based on a formula;
Operating costs + capital recovery + profit /forecasted number of rooms = PRICE.

Target profit Perceived Value Pricing (PVP) Going rate

Pricing Strategy

Price ranging Value-added pricing Price skimming Penetration pricing

Target profit

Target profit pricing is the amount of net operating income or profit that management desires to achieve at the end of a business period

Perceived Value Pricing (PVP)

PVP is an open line pricing technique where respondents estimate the price of a new product compared to those who are already in the market. This method can be used with concepts or real products.

Going rate

Going rate is the current percentage rate of a commission, discount, or interest with the competition. This rate is based on averaging, keeping pace with the competition.

Price ranging

Price ranging is the lowest and highest prices that a given security reaches over a specified period. It is setting a high price for the best suites or rooms ranging down to the cheapest rooms, with each drop in price representing a consequent drop in size views, facilities and extras

Value-added pricing

Value-added pricing is a pricing strategy that attaches value-added features and services to differentiate a market offering and support higher prices, rather than cutting prices to match competitors.

Price skimming

Price skimming is a pricing strategy in which a marketer sets a relatively high price for a product or service at first, then lowers the price over time. It is a temporal version of price discrimination/yield management.

Penetration pricing

Penetration pricing is the pricing technique of setting a relatively low initial entry price, often lower than the eventual market price, to attract new customers

The strategy works on the expectation that customers will switch to the new brand because of the lower price

Marketing Control

Marketing control is the process of monitoring the proposed plans as they proceed and adjusting where necessary.

The objectives of marketing control are following:

To make easier involvement in marketing mix by each staff to perform effectively and efficiently.

To measure the performance of each element of the marketing mix and take the appropriate action.

To have an efficient marketing information system with regular and accurate reporting and a strict timetable.

To have a friendly environment for both customers and employees.

To offer praise and reward good performances

Management control
Management control can be defined as the process oriented to verify the advancement status of the planned objectives and the efficacy and efficiency of the organization through the analysis of the resources, costs and proceeds.

The main control approaches are given below


Management Control
Market control Profitability control Strategic control Product control

Marketing director/manager

responsible for fulfilling all the marketing functions to achieve sales objectives

Usually marketing manager reports to the managing director

personnel work under the supervision of marketing director are .

Marketing Director
Sales director Operations manager Sales promotions manager Direct mail manager Telemarketing manager Product line manager

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