THE gon HOTEL

Introduction:

The PENTAGON HOTEL will be luxurious 5* hotel that provides various kinds of new services
which does not have existed in Bangladesh yet. Our hotel will have 28 stored which are satiated
upon the sea water. A 50 fetes stair will have on our hotel which connected front gate to beach.
We will provide shopping moll first three floors and 5th and 6th floor we will provide restaurant
and community center. In front of the shopping moll we will provide a basketball playground.
That hotel upper 7th floor we will provide room where people can live or take relax basically
gym and spa center. Top floor we provide a swimming pool. Our hotel and room will be
decorated by various kind of gorgeous material.

Industry Background:

As our new hotel, we want to introduce a unique type of hotel. We have prepared this elaborate
plan on that basis. Here we are starting an underwater see restaurant in Cox’s Bazar. There are
no other competitors are currently operating this business so here we are also getting the first
mover advantages. And also this is possible that if we get very good customer responses at early
stage then there might be another people may try to come up in this kind of business but here
initial cost will be work as one kind of barrier. Also there is huge risk which we have taken as
this kind of restaurant is completely new here. So these factors are implementing our business in
a blue ocean area and also in future those will create barriers to making this market as a red
ocean market.
Blue ocean strategy:

Blue Ocean is basically a market where there are no other competitors are currently operating
and also it is quite impossible to any other company to enter into that business because already
the first mover company has created the own blue ocean. Here we are starting an underwater see
restaurant in Cox’s Bazar. There it will be a 28 storied building under the water. And initially we
are assuming the cost will be around TK 5000 crore because here we need high quality
equipment for creating the infrastructure and also we have to ensure high quality facilities for our
customers. For this reason in Bangladesh it is quite impossible to bear this huge cost and take
this kind of risk.

So here we are also getting the first mover advantages. And also this is possible that if we get
very good customer responses at early stage then there might be another people may try to come
up in this kind of business but here initial cost will be work as one kind of barrier. Also there is
huge risk which we have taken as this kind of restaurant is completely new here. So these factors
are implementing our business in a blue ocean area and also in future those will create barriers to
making this market as a red ocean market.

On the other hand we know that restaurant business is in Bangladesh now are totally lying in red
ocean market. But here we have come up with a new idea for this country so that we are looking
forward to establish a successful business as well as grab the market share before entering any
other competitors at the market. Because if we able to make a blue ocean market for us, then any
other company if they also want to do this kind of business they will have to think lot before
taking any kind of initiative.

So this was our blue ocean strategy for creating new market segmentation. And in the next part
there are a description what will be the 7p’s for our business and how we implement the
business.
Implementation: Here we are showing our marketing mix(7p’s) and also the procedure
which our customers have to follow. These are –

Product Facilities:

 Complimentary Wi-Fi and broadband Internet access

 Business Centre
 Facilities for the Physically Challenged
 Non-smoking Rooms
 Parking Facilities
 Safe Deposit Box Services
 Butler Service in Suites (Valley Wing)
 Complimentary Shoeshine Service
 Photo Processing Service
 Postal / Courier Service
 Express Check-in and Check-out Services
 Laundry and Valet Service
 Singapore's first CHI, The Spa
Children:

 Babysitting / Child Care

Travel & Transportation

 By Air , Water, Road

Shop:

 Various kinds of Brand available here

 Florist
 Foreign Exchange Counter
 Gift Shop
 Hair / Beauty Salon
Food & Beverage:

 24-hour In-Room Dining

 Restaurants and community center
 Every week in a day we will arranged a barbeque party.
 Lobby Court
Business Centre

Our hotel will offer many business amenities for the discerning executive traveler.

Business amenities include:

 Local and Worldwide Courier Services

 Workstations
 Laptops
 Meeting Rooms
 Secretarial Services
 Printing of Business Cards and other Stationery

Useful Information:

 Hotel Image Book

 Hotel Fact Sheet
 Safety Features Fact Sheet
Place

We choose Cox’s bazar and Dhaka for our marketing. Because Cox’s Bazar is largest see beach
in the world. People from many other countries came here for their entertainment. Here
transportation is also easier by air, water and road. Our hotel will be beside Cox’s Bazar
international stadium.

Price

Cost of living per person will be for per day 15000 taka , for couple per day at 25000 taka and
for family pack per day at 40,000 taka in our hotel. Actually we will provide more than 5*
service but our money demand as like as 5* hotel. Our demand is cheaper than all other 5* hotels
outside of Bangladesh. We will follow “market Skimming strategy”. We also follow product
bundle pricing. In our hotel every person dinner cost will be1000tk. In our hotel every person
launch cost will be 2000tk. In our hotel every person breakfast cost will be 8000tk.

Promotion

1. Advertising (TV, newspaper, billboard, leaflet etc.)

2. Social marketing (Facebook, Twitter, Instagram etc.

3. Sales promotion (Stay separate 3 times and get 1 night free, occasionally discount)

4. Personal selling
People

 Executive level People

 Middle level People
 Operating employees
Procedure

We have subdivide our Host Guests into a set of several more or less independent sub processes
Take Reservations, Greet Guest, and Room Service but it is hard to see how the whole set of sub
processes hold together. The different sub processes don’t flow from one another, like
manufacturing processes typically do. Instead, they appear to be a set of isolated sub processes,
each waiting for the guest to trigger one. There is very little natural order to them. Admittedly
the guest usually makes a reservation before checking in, but beyond that it is quite mutable. A
guest may check in and go to his or her room, or go to a restaurant, or go directly to a meeting
taking place at the hotel. The hotel can’t anticipate when a specific guest might want to use sport
facilities or call for room service. Each process must be ready to respond whenever a guest
initiates a request. The guest may have complaint, or wish to pay in cash or with a different
credit card, or wish to check out, but leave baggage in the room for another hour. The sub
processes need to bees flexible as possible. Finally, as we suggested earlier, the one thing that
often holds together the various otherwise independent sub processes is an information system.
When a guest arrives, the front desk clerk pulls up the reservation stored on the hotel’s computer
system. If the system is well designed, as the guest checks in, his or her name is associated with a
room number. Thus, when the guest calls for room service, 15 minutes after check-in, the room
service person is able to answer the call. So this was an initial idea of our procedure.

Physical evidence

There are lots of things which people did not see before such as scuba diving skating etc.

Conclusion:
The case for the Pentagon hotel then has little to do with tourism and a top-of-the-line,
international standards hotel. We have a lot of hope on this project. We wish our project will
reach its goal. We wish it will take top position on market in a few days and here we can use the
blue ocean strategy.

AMERICAN INTERNATIONAL UNIVERSITY-BANGLADESH (AIUB)

A Case Study on the Developing Blue Ocean Strategies of “The

Pentagon hotel”.

SUBMITTED TO:
Dr. Sahin Akter Sarker

Lecturer, Department of Marketing

SUBMITTED BY:

þ Islam, Samia ID # 15-30376-2

þ Saha, Dipta ID #15-30088-2

þ Hossain, Md Fahad ID #15-30181-2

þ Hossain, Md Parvez ID #15-30374-2

þ Year, Md Shovon ID #15-29780-2