TOPIC

MARKETING ANALYSIS AND

SALES TACTIES OF CITY AIR
INTERNATIONAL

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 Internship Report
On
“Marketing analysis and sales tactics of city air international.”

Submitted to:

Prof. Mojib Uddin Ahmed, PhD

Professor
Department of Tourism and Hospitality Management
Faculty of Business Studies
University of Dhaka

Submitted by:

Md. Mamun Hasan

Batch: 21st
Student Id: 96
Program BBA
Department of Tourism and Hospitality Management
University of Dhaka

Date of Submission: 10 April 2019

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 Declaration
I do here by solemnly declare that the work presented in this internship report has been carried
out by me and has not been previously submitted to any other university/ college/ organization
for an academic qualification/ certificate / diploma or degree.

The work I have presented does not breach any existing copyright and no portion of this report is
copied from any work done for degree or otherwise.

I further undertake to indemnify the department against any loss or damage arising from breach
of the foregoing obligations.

……………………………………

Md. Mamun Hasan

Id: 96, Section: B
Batch: 21st
Department of Tourism and Hospitality Management
University of Dhaka.

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 Supervisor’s Certificate

This is to certify that the Internship Report on “Marketing analysis and sales tactics of city air
international” has completed by Md. Mamun Hasan, Id: 096, as a partial fulfillment of the
requirement of Bachelor of Business Administration (BBA) degree from the department of
Tourism and Hospitality Management, University of Dhaka.
The report has been prepared under my guidance and is a record of the bona fide work carried
successfully.

……………………………………..
Prof. Mojib Uddin Ahmed, PhD
Professor
Department of Tourism and Hospitality Management
University of Dhaka.

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 LETTER OF TRANSMITTAL

April 10, 2019

Prof. Mojib Uddin Ahmed, PH. D
Professor,
Dept. of Tourism & Hospitality Management.
University of Dhaka.

Subject: Submission of Internship Report.

Dear Sir,
With due respect to I beg to submit my internship report. I have done the report on “Marketing
Analysis and Sales Tactics of City Air International” under your active supervision. My study
is to reveals a growing affluent service base and concentrated on the basic performance of that
company on the context of marketing and overall performance of the organization.
Indeed, this is a practical and significant topic I tried my best to gather necessary information with
regard to this issue and arrange them sequentially.
I must be admitted that without your kind hearted co-operation and proper guidance it would have
been impossible on my part to prepare this report, so I express my gratitude to you for your helpful
suggestion.
I, therefore, pray and hope that you would accept my report considering my efforts and constraints
and I am ready to explain anything to you if you feel necessary.

Sincerely yours,

Md. Mamun Hasan

Id: 96, Batch: 21st
Dept. of Tourism & Hospitality Management
University of Dhaka.

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 ACKNOWLEDGEMENT

I would like to thank my honorable supervisor Mr. Mojib Uddin Ahmed Ph.D. for guiding me on
completion of this report and on conducting the required studies. Without giving your courage and
continuous support, it was quite impossible for me to carry out the preparations and proceedings
of this report. I also thank Mr. Jibon Islam Shojib the Managing Director of the “City Air
International” for providing me the internship and clearance on condition of required data
collection. City Air’s employees should be also thanked for his valuable time given for the
interview and having the kindness of filing out the HRM questionnaire. Employees of all other
departments are very helpful and the employees are to be thanked for their unperturbed assistance
and guidance in finding out my desired data. Special thanks needs to be customer relationship
manager of the company, namely Mr. Sagor Hossain are helping me with the available annual
reports of the company.

I am also grateful on the official’s support, without support it was quite impossible for me to
continue the proceedings of this report. The officials supported me with every possible answers
and queries that I asked for.

I had done this activity, where I work hard on Internship project.

I would like to thank to you for helping to make this report. Once I again the heartiest thanks will
go to my course instructor Mr. Mojib Uddin Ahmed, Ph.D.

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 TABLE OF CONTENT CHAPTER WISE

CHAPTER NO. CONTENT PAGE NO.

CHAPTER-1 INTRODUCTION 1- 6

CITY AIR
CHAPTER-2 INTERNATIONAL COMPANY 7-12
OVERVIEW

MARKETING ANALYSIS AND SALES

CHAPTER-3
TACTICS 13- 38

CHAPTER-4 FINDINGS AND CONCLUSION 39- 45

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 TABLE OF CONTENT TOPIC WISE

SERIAL NO. CONTENT PAGE NO.

CHAPTER-1 INTRODUCTION STAGE 1-6

1) PURPOSE OF THE STUDY 2

2) SCOPE OF THE STUDY 2

3) LITERATURE REVIEW 2

4) RATIONALE OF THE STUDY 5

5) METHODOLOGY OF THE STUDY 4

6) SOURCE OF DATA 4

7) METHODS OF DATA COLLECTION 6

8) LIMITATION 6

CHAPTER-2 CITY AIR INTERNATIONAL COMPANY OVERVIEW 7-12

1) HISTORY OF CITY AIR INTL. 8

2) CITY AIR INTL: TODAY 8

3) PRODUCT LINE OF CITY AIR INTL 8

4) CITY AIR INTL: TODAY (SELLING TICKET WORLD WIDE) 9

5) VISION 9

6) MISSION STATEMENT 9

7) MANAGEMENT TEAM 11

i. RESPONSIBILITIES OF MANAGEMENT TEAM 11

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 SERIAL NO. CONTENT PAGE NO.

CHAPTER-3 MARKETING ANALYSIS AND SALES TACTICS SECTION 13-37

1) MARKETING 14

MARKET ANALYSIS 14

2) KEY TO SUCCESS 14

3) RESEARCH 15

4) MARKET ANALYSIS SUMMARY 16

I. CHANGES IN THE MARKET 16

II. MARKET SEGMENTATION 16

III. TARGET MARKET SEGMENT STRATEGY 18

IV. CUSTOMERS CHARACTERISTICS AND NEEDS 19

5) ENVIRONMENTAL AND INTERNAL ANALYSIS OF THE CITY AIR’S

PEST (POLITICAL, ECONOMIC, SOCIAL & TECHNOLOGICAL) 20

6) SWOT ANALYSIS 21

7) POSITIONING 22

8) COMPETITIVE ANALYSIS 22

9) COMPETITION AND BUYING PATTERNS 24

10) MARKETING AND SALES 26

MARKET TARGETING 26

STRATEGIES ADOPTED BY CITY AIR INTL. 26

i) FUNCTIONAL STRATEGIES 26

ii) BUSINESS LEVEL STRATEGY 26

iii) PRICING STRATEGY 27

iv) MARKETING MIX STRATEGY 27

SERVICE DIFFERENTIATION 32

PRODUCT DIFFERENTIATION 33

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CHAPTER-4 FINDINGS AND CONCLUSION 38-45

FINDINGS 39
ANALYSIS AND INTERPRETATION OF DATA 39

CONCLUSION 45
REFERENCE 46-47
APPENDIX 48-50
APPENDIX- A 48-49

INTERVIEW AGENDA FOR GENERAL CUSTOMER 48

APPENDIX- B
50

INTERVIEW AGENDA FOR MANAGEMENT TEAM, CITY AIR INTL. 50

LIST OF FIGURES
SERIAL NO. CONTENT PAGE NO.

1. PRODUCT LINE CITY AIR INTERNATIONAL 8

2. VISION STATEMENT OF CITY AIR INTL. 9

3. CITY AIR MARKET SEGMENTATION 18

4. BASE OF COMPETITION 24

5. ANSOFF MATRIX 34

6. MOST COMMON ANSWER FROM CUSTOMER 40

7. PREFERENCE OF SERVICES 42

8. FREQUENCY OF HAVING AIR TICKET 43

9. LOCATION PREFERENCE OF AIR TICKET 44

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 EXECUTIVE SUMMARY

In this competitive time, Travel agency business is a lucrative and flourishing business. Every type
of people is introduced with various cultures through travel. Business perception and thought is
very significant to drive a business. Holidays, Vacation makes appeal to the people. Travel Agency
is able to fulfill this appeal. To serve excellence services, airlines Tickets, additional facilities,
reasonable rate, Package Tour etc. are the milestones of City Air Intl. International.

During the past 19 years City Air Intl. has assembled a name for excellence that has earned the
respect of customers and company specialists’ commercial experts alike. Building a number one
agency company has needed relentless innovation, commitment to quality and dedication to
customer service and value. The qualities of entrepreneurship, growth and leadership have
characterized City Air’s business through more than two years of success. Through the strength of
its heritage, its culture and its people and services, City Air Intl. looks forward to more success in
future.

With the purpose of accomplish these objectives different objectives are set. Targets pass down
the hierarchy relying on the character of the business. Consequently, with the purpose of achieve
the objectives, management decides on different strategies. These strategies are separated in many
sub-parts and which are beneficial for the running of the business. The employees and the
management know what they have to attain through the goals which have been established to them
and the strategies they have approved help them know the way they will attain the objectives.
Similarly, City Air Intl. has completely different targets set to them and that they have adopted
different policies and tactics to successfully accomplish the targets set. These targets are accepted
by the TGM (Travel agency General Manager) and he passes them to the labor force. These targets
fall among the organizational structure within which there are many people who have different
targets to accomplish. In order to successfully achieve the targets, they need to co-operate and
work in a friendly environment.

On the other hand, City Air Intl., considers some internal and external factors that affect pricing,
service and marketing strategy. It continually takes meticulous steps to handle their service call. It
delights its faithful customers correctly and gives them some proposals. It set an affordable initial
price for its products to send a proof to customers that its services are quality and the service is
exceptional. City Air Intl. Use Well- established fare points for the products in their line. This fare
steps takes under consideration value variation between the products (Domestic & International
Air tickets) within the line, and consumer evaluations of their completely different options. Apart
from that to stimulate their product it frequently develops different kind of cost pricing strategies.
And it is pricing strategy which is City Air’s main strength to establish itself as renowned Travel
agency in the Bangladesh.

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 Whereas the objectives of City Air Intl. promotion are to familiarize a new variety service,
stimulate demand, change the immediate behavior of the customers, and inspire repeat or superior
usage by current customers. The success of City Air Intl. depends heavily on appreciating their
customers by guaranteeing that all their requirements and wishes are met in every way. Hence,
City Air Intl. gives durable reputation to their marketing efforts to ensure that. So Due to strong
competition, City Air Intl. must look for ways to distinguish their business to attain and sustain a
competitive advantage. Dhaka city requires an entrust that will suitable into the 'new look' of the
civic, one that is contemporary and trustworthy. City Air Intl. will fill that niche.

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