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Executive Summary

We are five partners, the names of the partners are- Sumailya Prosun Deb Chowdhury, Sheik Ismat Ara, Bazlur Rahman Khan, Md. Azharul Jalil and Farhana Sultana. Our company trying to provide different services to the society as well as for tourists, general & local people. In that time, our two projects are services such as Shahjalal Amusement Park in the Habiganj district, the Green Hill Resort in Srimangal is under construction. Now our company starts the Cable Car service in tourists spot of greater Sylhet region in Bangladesh first time. The project construction process was fully covered by the Access Automation Limited. While the construction process was going on, there were 45% Bangladeshi workers working with the companys worker. We sent them to Singapore Employee Development Organization of Cable Car system. Here they complete their training program and then practiced on operation of cable car system. The project is covered by our service is Jaflong-Sripur-Lalakhal. The total distance of these areas are 20.5 kilometers. The capacity of this cable car system is four (4) lines and sixteen (16) cabins. Market Segmentation can be done for this project is on the basis of income, life style, brand loyalty and age. Our main target people are the local people of Sylhet region whose income level is Tk.15, 000 and if we succeed over the market than we try to go further. We have chosen the Cost-plus pricing for our service. Under Cost-plus pricing - set the price at the production cost plus a certain profit margin i.e. Production (cost + Profit = Sales). In this project investment is 9,00,00,000. Our entire member investment TK. 5,00,00,000 as well as we collect some money for friends & relatives TK .1, 00, 00,000. And we borrowed money from Bank = Tk. 3, 00, 00,000.

We expected that our annual service charge will be the Tk. 2, 76, 48,000. And we make annual profit is 69, 12,000.



Current Status History Management Team


Current Status

Our company follows the partnership structure and we are five (5) partners. The names of the partners are

Sumailya Prosun Deb Chowdhury Sheik Ismat Ara Bazlur Rahman Khan Md. Azharul Jalil & Farhana Sultana

The number of employee at present is Sixty Eight (68). The annual service charge of the project is Tk. 2,76,48,000. Currently we are providing the cable car service in the area of Jaflong, Sripur & Lalakhal. And if we can successful in the following areas than we may expand our service in the other tourist spots of the greater Sylhet and other tourist spots of the country. Other services of our company are Shahjalal Amusement Park in the Habiganj district, the Green Hill Resort in Srimangal is under construction.


History of the Sky-Skimmer Cable Car

As our company is entitled to provide services, so we are trying to provide different services to the society as well as for tourists, general & local people that are important for them and the people can get entertained. Our company was influenced to start this type of service related project from the different projects of the first world country that provided service to local and international people as well as to tourists. We are the company who start the Cable Car service in tourists spot of greater Sylhet region in Bangladesh first time. Three years ago, we prepared a report on the Cable Car project. The report includes the location, area, suitability of the place, how the local people know & accept the service etc. Than we made a final plan on the basis of the report to start the project of Cable Car system. After made the plan we start the construction process. The construction process was fully covered by the Access Automation Limited. This Company is the leading inclined lift manufacturer of New Zealand. While the construction process was going on, there were 45% Bangladeshi workers working with the companys worker. As there were Bangladeshi workers working in the project, their economic condition was increases as well as the economic condition of their locality were increased. While the construction was going on, we recruited and selected employees for different levels who will next operate the whole project of Cable Car. After selecting employees, we sent them to Singapore Employee Development Organization of Cable Car system. Here they complete their training program and then practiced on operation of cable car system. The construction was completed during a 2 years period. And we are than on the stage of starting such a largest project of Cable Car system here in Bangladesh. We started our service on January, 2009. From 2009, we are providing service successfully. As we launched such a different project, it creates opportunities for many private-public organizations to develop the whole area that includes the development of Roads & Highways, Tree plantation, Hotel & Restaurant facilities etc. After 6 months of our best service we realized that the higher level people are facing some problems while riding on the cable 11

car. Than we added a number of Special VIP Cabin which are well furnished with Crystals, Leather Chairs, Sound systems etc. We are providing service continuously till today. Management Team

We are five (5) members in the management team. All of the members are quality and have a good skill in the field of managing a company. They are trained by different management skill improving academy. The designations of the members are as followsChief Executive Officer Mr. S. P. Deb Chowdhury


Sheik Ismat Ara

Chairman Md.Bazlur Rahman

Managing Director

Md.Azharul Jalil 11

Human Resource Manager

Farhana Sultana


The short term objectives of this project iso o o o To provide better service. To influence the local people to receive the service. Giving advertisement to electronic & print media. To start a fast food shop near the project.

The long term objectives areo o o Informing people all over the country. Spread the service during next 5 years. Start standard bus service from Sylhet to Jaflong.



Specific Market Overall Market Macro-environmental Influence


Specific Market

Specific Market can be divided into three segmentation, Target Market, Market Positioning.




MARKET SEGMENTATION- The market consists of many types of customers, products, and needs. The process of dividing a market into distinct groups of buyers who have different needs, characteristics, or behaviors, who might require separate products or marketing program is called Market Segmentation. Marketers have to determine which segments offer the best opportunities. Customers can be grouped (segmented) and served in various ways based on geographic, demographic, psychographic and behavioral factors. A market segment consists of consumers who respond in a similar way to a given set of marketing efforts. For this project we have segmented the market on the basis of income, life style, brand loyalty and age.

Characteristics Income Life Style Age Brand loyalty

Bases of the Segmentation 10,000-20,000 & above middle & higher level under 40 years Quality sensitive

TARGET MARKET- A group of people whose needs and preferences match the product range of a company and to whom those products are 11

marketed. Also can be said that, A specific group of customers at which a company aims its products and services. The beauty of target marketing is that it makes the promotion, pricing and distribution of products or services easier and more cost-effective. Target marketing provides a focus to all of marketing activities. Our main target people are the local people of Sylhet region whose income level is Tk. 15,000 and if we succeed over the market than we try to go further.

MARKET POSITIONING- Marketing positioning has come to mean the process by which marketers try to create an image or identity in the minds of their target market for its product, brand, or organization. Refers to the customer's perception of the place a product or brand occupies in a market segment. Positioning involves the differentiation of the company's offering from the competition by making or implying a comparison in terms of specific attributes. So it can be said that, Market positioning means the efforts to influence consumer perception of a brand or product relative to the perception of competing brands or products. Its objective is to occupy a clear, unique, and advantageous 'position' in the consumer's mind such as 'the best cable car,' 'the most economical car,' or 'the safest car'. And our service is quality sensitive. So we are trying to attract more customers by providing better service quality.


Overall Market

Cable car is a new project of our company. There have no any company in this country that provides such types of services. For that reason we have no competitor that is known as monopoly market.

We assume our annual service charge that is as followsPer head service charge = Tk. 150 Capacity per cabin = 4 person Number of cabin = 16 Operating hour per day = 8 hours

Monthly Growth: Service charge for 2009 assumed Tk. 2, 76, 48,000

Monthly Sales assumed January February March April May June 20,04,000 25,10,000 26,20,000 23,05,000 19,00,000 16,05,000 11

July August September October November December 20,09,000 23,08,000 26,40,000 20,06,000 25,00,000 28,10,000

Rates of growth calculated-


Macro-environmental Influence

30 25.2 25.17 24.6 14.88 14.9





-10 -15.5 -24





Service Growth Rate


The company and all other factors operate in a larger macro-environment of forces that shapes opportunities and pose threats to the company. Macro-environmental influences includes economic, competitive & Government factors. Details of the factors are given hereEconomic Influence The economic environment consists of factors that affect consumer purchasing power and spending patterns. Nations vary greatly in their levels and distribution of income and industrial structure. Here in case of our cable car project- purchasing power of the customer that is, are they able to take a ride on the cable car and their intention to spend for cable car that is, are they have willing to get pass by spending money to the cable car. Competitive Influence The competitive factor indicates the competitors of the same service in the market. As we are the first company of Cable Car service here in Bangladesh, so that we have no any competitors. Government Influence The Government factor includes the areas from where we can get support for different legal and ethical issues, financial support etc. We may get financial support from government if the project faces any problem such as loss on service revenue.


Manufacturing Plan


Manufacturing Plan Information & Communications Technology Plan Staffing Needs Cost Allocation Model


Manufacturing Plan includes the Production inputs, Supply Chain requirements, Facility requirements, Equipment requirements, and Warehousing needs of raw materials. Production inputs are cables (thick wires), car (cabins), Machineries, Power Plant, Gas, Oil. We imported machineries, cables & cars from Access Automation Limited located in New Zealand; Jalalabad Gas Transmission Ltd. provides us needed gas service; The Jamuna Oil Ltd. provides needed oils such as patrol, diesel etc. Supply chain management includes the backward and forward linkages. Backward linkage indicates the suppliers of the raw materials. And the forward linkage indicates the customers or people of Sylhet region as we provide direct service. Facility requirements- the location that is covered by our service is Jaflong-Sripur-Lalakhal. The total distance of these areas are 20.5 kilometres. The capacity of this cable car system is four (4) lines and sixteen (16) cabins. Equipments requirement is technologies that are computerized system, software, controlling machine, cable car software. Warehousing needs of raw materials are important for this system, cause if at any time there found any fault than we have to repair that fault as soon as possible to providing better service. The raw materials that we have to stored are- cables, cars, machines.


Information & communication technology Plan

Information & Communication Technology Plan covers the various system and security needs of the cable car system--System needs requires ticketing system that is computerized. Human Resource recruiting process that includes: Job Analysis

Determining the purposes of the project Reviewing background information Determining representative jobs Collecting data for analysis Reviewing the data collected Preparing job description and Job satisfaction

Job Design Specifying individual tasks, Specifying methods, Combining individual tasks; Recruitment Identification of job opening, Determination of job recruitments, Evaluation of alternatives, Recruitment proper, Determination of recruitment source & methods, Creation of pull of qualified recruits;

Selection Process Preliminary interview, Review of application blank, Selection test, 11

Employment, Reference & background checks, Physiological examination, Selection decision, Candidate notification.

Customer relationship management is a broadly recognized, widelyimplemented strategy for managing and nurturing a companys interactions with clients and sales prospects. It involves using technology to organize, automate, and synchronize business processesprincipally sales activities, but also those for marketing, customer service, and technical support. The overall goals are to find, attract, and win new clients, nurture and retain those the company already has, entice former clients back into the fold, and reduce the costs of marketing and client service. Security needs includes Rescue team, providing customer security, employee security. Cableways consisting of a main cable, anchors, support structures, backstays, and other equipment are subject to damage and deterioration from temperature changes, moisture, and vandalism. The integrity of the structure also may be threatened by erosion as a result of overland runoff. Because of this, cableways must be carefully monitored on a continuing basis and all defects corrected promptly to ensure that they are safe for use. All cableways will be inspected annually by trained personnel. Trained personnel are individuals who have successfully completed 20 or more hours of courses covering theory, components, construction, and inspection of cableways. Before using a cableway, personnel will perform a visual inspection of the cableway to the extent possible. A notice must be posted at each field site as a reminder and guide for the visual inspection, in addition to any necessary site-specific information, including date of last inspection and maximum usable stage for manned systems.


Staffing Needs
Staffing Needs requires the Duties and areas of employees, Training plan. The duties of employees areo Conductor scheduled to pull a car out is to report to Dispatcher's office for his outfit and the outfits for conductors who are subsequently scheduled to make reliefs on line. o Conductors on pull-out runs are to assist grip men in getting car out of yard on schedule. o Conductor will be responsible for display of proper sash signs before car leaves car house and terminals. o Inspect car to ascertain if there is a grip, a bar, horn keys and a hook properly placed. o Test grip to see if there are sufficient washers to prevent rough operation. o When leaving car house and proceeding to the cable pick-up, grip man must NOT leave car after car has passed derail at exit of yard. o When descending grade to cable pick-up, grip man must operate slower than cable speed and with grip lever forward to full opengrip position. o Grip man will be responsible for display of proper roof signs before leaving car house and terminals. Training Plan includes employee training. We can train up our employees by sending them abroad, also can be train up them inside the country by expert public. Training courses will be developed at two levels. 1. For all employees who use cableways. 2. For those employees who perform the annual inspection. The training will include extensive discussions and lectures on the theory, components, construction, and inspection of cableways as well as slide or video presentations and field observations of potential deficiencies and inspection procedures. After train up them, we get much better


performance from the employees. And as a result our service expression goes very high and we reached to a new roof.

Cost Allocation Model

Fixed costs Fixed costs are business expenses that are not dependent on the activities of the business. They tend to be time-related, such as salaries or rents being paid per month. This is in contrast to variable costs, which are volume-related (and are paid per quantity).

Particulars Car Land Machine Building

Cost (TK) 2,00,00,000 2,00,00,000 2,00,00,000 1,00,00,000



Product Strategy Pricing strategy Promotional Strategy


Product Strategy

Product strategy flashes on the features of cable car and its life-cycle. The features of Cable car iso The cable car has a glass floor. o The cable car used transparent strengthened glass as the floor. o Normally each cable car can take five passengers. Life cycle of the Cable car service Most of the life cycle curves are portrayed as bell-shaped. This curve is typically divided into four stages: Introduction, Growth, Maturity, and Decline. Introduction stage is a period of slow sales growth as the service is introduced in the market. Profits are non-existent because of the heavy expenses of product introduction. Growth stage is period of rapid market acceptance and substantial profit involvement. As we have passed just the first year of our service operation, so we are in the Introduction stage of the life cycle.

Sales & Profit

Sales Profit

Service Development

Introductio n





Pricing Strategy

One of the four major elements of the marketing mix is price. Pricing is an important strategic issue because it is related to service positioning. Furthermore, pricing affects other marketing mix elements such as service features, channel decisions, and promotion. Pricing Strategy involves pricing objectives, methods and strategy. In this project, we selected low pricing. The objectives of low pricing iso Survival in the market with changing customer wants. o To make maximum current profit. o To gain maximum market share. o To maintain a stable level of profit generated from a particular service. o Seeks to maximize the service that is provided. o Use price to signal high quality in an attempt to position the service as the quality leader. Pricing Method- To set the specific price level that achieves their pricing objectives, managers may make use of several pricing methods. These methods include: Cost-plus pricing, Target return pricing, Value-based pricing, Psychological pricing. We have chosen the Cost-plus pricing for our service. Under Cost-plus pricing - set the price at the production cost plus a certain profit margin i.e. Production (cost + Profit = Sales). We have followed the Penetration strategy of pricing. Penetration pricing pursues the objective of quantity maximization by means of a low price. It is most appropriate when: o Demand is expected to be highly elastic; that is, customers are price sensitive and the quantity demanded will increase significantly as price declines. o Large decreases in cost are expected as cumulative volume increases. o The product is of the nature of something that can gain mass appeal fairly quickly. o There is a threat of impending competition. 11

As the product life-cycle progresses, there likely will be changes in the demand curve Promotional Strategy and costs. As such, the pricing policy should be reevaluated over time.

Promotional Strategy means choosing a target market and formulating the most appropriate promotion mix to influence it. Promotional mix of the cable car service involves Advertising and public relation. Our main target is to advertise via electronic and print media, posters, leaflets, ads on billboard.

Advertising Advertising may be placed by an advertising agency on behalf of a company or other organization. By advertising the company can provide information of the service and so as May able to attract more customers. It can create new customers and increase service recognition. Public Relations Public relations are a profession that includes the functions of communication, community relations, customer relations, employee relations, government affairs, industry relations, media relations, publicity, and visitor relations. The main goal of a public relations department is to enhance a companys reputation. PR also helps the company to achieve its full potential. They provide feedback to the company from the public. This usually takes the form of research regarding what areas the public is most happy and unhappy with. The role of a public relations department can be seen as a reputation protector. 11


Current Financing Financial Forecast


Current Financing

We require a standard amount of money to invest a running purpose. In our business we are five members. Our entire member investment same amount of money.

Internal source Name

Sumailya Prosun Chowdhury Sheik Ismat Ara Bazlur Rahman Khan Azharul Jalil Farhana Sultana Deb

Investment Amount (Tk.)

1,00,00,000 1,00,00,000 1,00,00,000 1,00,00,000 1,00,00,000

External Sources
We have collected some money for friends & relatives = Tk. 1, 00, 00,000 We have borrowed money from Bank = Tk. 3, 00, 00,000


Financial Forecast

Great Eyes Limited Project: Sky-Skimmer Cable Car Income statement For the year ended 31st December, 2009
particulars Revenue from service Less: Operational expenses Salaries General expenses Advertising expenses Gas & Oil expenses Repairers Store supplies expenses Depreciation expenses(store equipment) Taka Taka Taka 2,76,48,0 00 18,00,0 00 2,50,00 0 38,00,0 00 16,36,0 00 9,01,00 0 6,88,00 0 6,05,00 0 96,80,000

Total operation expenses General & Administration Expenses Office salaries expenses Insurance expenses Office supplies expenses Rent expenses (office space) Deprecation: 12,20,0 00 20,00,5 00 10,03,0 00


Car Land Machine Building

72,000 15,77,7 50 15,87,1 50 25,90,0 00 10,05,0 00 1,10,56,0 00 2,07,36,0 00 69,12,00 0 Great Eyes Limited Project: Sky-Skimmer Cable Car Balance Sheet For the year ended 31st December 2009

General & Administration Expenses Total Expenses Net profit

Particulars Current Assets: Cash in Bank Prepaid expenses Store supplies (unused amount) Office supplies (unused amount) Advance Income tax Total Current Assets Fixed Assets: Cable car 2,00,00,000 - Deprecation 15,77,750 Land 2,00,00,000 - Deprecation 15,87,750 Machine 2,00,00,000 - Deprecation

Taka 2,00,000 10,00,000 8,50,000 5,50,000 21,22,50 0



1,47,22,5 00 1,84,22,2 50 1,84,12,2 50 1,74,10,0 00 1,89,95,0


25,90,000 Building 1,00,00,000 - Deprecation 10,05,000


Total Fixed Assets Total Assets Liability & Equity Section Current liability: Account payable Note payable Salaries payable Total current liability Fixed liability: Bank loan Total fixed liability Shareholder equity: Capital Retain Earring Total Equity Total Liability & Equity 5,00,00,0 00 69,12,000 3,00,00,0 00

7,32,39,0 00 8,79,62,0 00

1,00,000 4,10,000 50,40,000 10,50,000

3,00,00,0 00

5,69,12,0 00 8,79,62,0 00


Accounting Rate of Return


Accounting Rate of Return SWOT Analysis


SWOT analysis is a simple framework for generating strategic alternatives from a situation analysis. It is applicable to either the corporate level or the business unit level and frequently appears in marketing plans. SWOT stands for Strengths, Weaknesses, Opportunities, and Threats.

SWOT Analysis
strategic situation analysis

The following diagram shows how a SWOT analysis fits into a

Situation Analysis / \ Internal Analysis External Analysis /\ /\ Strengths Weaknes Opportunities Th ses reats | SWOT Profile Strengths of Cable Car Serviceo o o o o o o Companys Power plant. High quality cable. Special VIP cabins. Efficient management Entertainment facility inside the cabin Modern Technology Strong communication system 11

Weaknesses of Cable Car Serviceso o o o o o Limited weight lifting Destruction of roll The cable may be broken Supplier may provide faulty equipments Second-hand cable car may be provided from supplier Limitations of raw-materials for power plant

Opportunities of Cable Car Serviceo o o o o Monopoly market Make contract with India Cheap labor Favorable legal constraints Government subsidies

Threats of Cable Car Serviceo o o o o Competition Earthquake Political instability High inflation High tax & tariff

While useful for reducing a large quantity of situational factors into a more manageable profile, the SWOT framework has a tendency to oversimplify the situation by classifying the firm's environmental factors into categories in which they may not always fit. The classification of some factors as strengths or weaknesses, or as opportunities or threats is somewhat arbitrary. For example, a particular company culture can be either strength or a weakness. A technological change can be a either a threat or an opportunity. Perhaps what are more important than the superficial classification of these factors are the firm's awareness of them and its development of a strategic plan to use them to its advantage.


Our company is a service related organization. As it is service related, so we are trying to provide different CONCLUSION services for people that is necessary & that may entertained people. The project is now CABLE CAR and it holds the name SKYSKIMMER CABLE CAR. In every step, we are trying to provide better service to reach to more people with this different and new project here in Bangladesh.


1. Entrepreneurial development S. S. Khanka 2. Human Resource Management- S. S. Khanka 3. Human Resource Management- David A. Decenzo & Stephen P. Robbins 4. Essentials of Human Resource Management- M. Omar Ali 5. Principles of Marketing- Philip Kotler & Gary Armstrong 6. Marketing Management- Philip Kotler & Kevin Lane Keller