Executive Summary

In Bangladesh, Airline business becomes so demanding in recent years. These facts show a silver
lining for our air travel industry. Instead of luxury carriers, a large number of people prefer to
travel low cost commonly known as budget airlines. So a new market has emerged and the
Bangladeshi airline companies are grabbing the opportunity successfully. Naturally Bangladesh
has got some advantages which other countries do not have; such as a population base of 150
million, estimated more than ten million people working outside the country, and more than one
million people visit Saudi Arabia for Hajj. This has made Bangladesh a lucrative destination for
all airlines. There are currently five major companies in the aviation industry: Biman
Bangladesh, United Airways, Regent Airways, Novo Air, and US-Bangla Airlines. This report
focus to discuss on the Bangladeshi Airline industry and we choose a well-known airline industry
which is US-Bangla Airlines, a very popular airline company in Bangladesh and also familiar in
the foreign country.

US-Bangla Airlines is the leading premium airline of Bangladesh, with impeccable standards of
service equipped with incomparable reliability and ultimate flying comfort, and reaching a
milestone for the best on-time performance. US-Bangla Airlines commenced operations with
domestic flights on 17 July 2014. It is a subsidiary of US-Bangla Group, a United States-
Bangladesh joint venture company. Initially, the airline launched two domestic destinations,
Chittagong and Jessore from its hub in Dhaka. Now US-Bangla Airlines is engaged in the
operation of national and domestic services and also international.US-Bangla Airlines has flights
to more than 8 destinations along.

In this report, we have discussed in a wide range from theoretical perspective of Aviation
industry in Bangladesh especially about US Bangla Airlines and its Prospects and its challenges,
its functions and technical procedures. In writing this report we have given a short review about
the services of US Bangla Airlines and also given the market competition of Bangladesh aviation
industry. We have shown the 4Ps/8Ps of US Bangla Airlines. We also showed a SWOT analysis
and Service Blueprint of US Bangla Airlines. In writing this report we categorized the services of
US Bangla Airlines into Tangible services and Intangible Services.

We got some fruitful findings which are given in this report. To fulfill our objective we have used
some methodologies by which we collected data for the report. Information has been collected
from both primary and secondary sources. For collecting primary data Face to face conversation

1
was arranged with respective personal. To collect the data we also collect the customer review of
US Bangla Airlines in social media site. Respondents were segmented in accordance to male,
female, student, jobholder, business person and home maker. The sample was chosen based on
random sampling technique. After gathering data we analyzed and made adjustment of data for
attaining the purpose. While preparing the report we found following things: NOVO AIR is the
biggest competitor to US Bangla Airlines. NOVO Air & US Bangla they both operates almost
same way. NOVO Air is the biggest threat of US Bangla Airlines. On the other hand we also
found some limitations of US Bangla Airlines. If they establish good Strategic Management, they
can be able to develop & compete with the local and global challenges. To compete with the
other airlines US-Bangla should have its master plan for global progress. To develop the brand
name US-Bangla Airline should go for strategic analysis and implement the better strategic
action.

2
1.0 Objective:

The main objective of this report is to know about the airlines business of Bangladesh especially
that of US-Bangla Airlines.

Specific Objective:
The specific objectives of the study are to-

Present profile of US-Bangla airlines

Examine the activities of the company
Identify the US-Bangla Airlines strengths and weaknesses
Suggest some measures for improving the performance of the company.

1.2 Scope of the report:

US- Bangla Airlines Limited is one of the renowned airlines in Bangladesh. The scope of the
study is Services and activities of US Bangla Airlines. The report covers the background,
Services, marketing mix and others

1.3 Methodology:
In order to conduct this report both primary & secondary data have been utilized. The sources of
data are-

Primary source of data

Face-to-face conversation with the respective Cader-A Mr. Irfan Hossain

Secondary source of data

Website of the US-Bangla Airlines Ltd
Various articles relating general airlines functions and management.
Relevant information published in various newspapers
Airlines employees service manual.

1.4 Constraints:

The constraints of the report and the study are follows:

The report has been conducted within a short time frame.

The study was limited within the head office.
The vital limiting factor is lack of experience and sound knowledge for such research
works.
Necessary data and information are neither adequate nor well furnished.
The study was conducted by one person there is chance of having error in any stage of
data collection, data entry, data organizing, data presentation, interpretation of result, etc.

3
 Chapter One
1.1 Introduction

US-Bangla Airlines started its journey on 17 July 2014 with motto Fly Fast Fly Safe. Amongst
all the domestic airlines, currently they are operating maximum number of flights, transported
maximum number of passengers which is about 50% of the total domestic traffic, to maximum
number of seven destinations. US-Bangla Airlines is the largest nationally scheduled airline in
Bangladesh. Apart from scheduled services, the US-Bangla Airlines is engaged in the operation
of national and domestic services and also international.US-Bangla Airlines has flights to more
than 8 destinations along. Nowadays, the US-Bangla Airlines has successfully been labeled as
one of the pioneering airlines in green technology adaptation and environmental friendly
strategic decisions. The US-Bangla Airlines is trying already the first airline to be a part of the
scheme of Bangladesh reducing greenhouse gas emissions. Apart from the novelty improvements
towards the ways in which passengers actually fly have also undergone huge revolutions thanks
to the US-Bangla Airlines.

US-Bangla Airlines on 2 March became the sixth carrier to offer non-stop service
between Dhaka (DAC) and Kuala Lumpur (KUL). The airline is offering daily flights from
Monday to Friday on the 2,641-kilometre route using its 737-800s. The route is already flown by
Malindo Air (three times daily), Malaysia Airlines (twice-daily), Biman Bangladesh Airlines (11
times weekly), AirAsia (daily) and Regent Airways (daily). Departing Dhaka at 20:00 the five
times weekly service arrives in Malaysia at 02:00. The return flight departs KL at 03:00 getting
back to Bangladesh at 05:00. According to OAG data this becomes the airlines fourth
international route from Dhaka, with Kuala Lumpur joining the line-up of Kathmandu (Nepal),
Kolkata (India) and Singapore

4
US-Bangla Airlines starts fourth international route from Dhaka

It may have been gone 02:00 in the morning but that didnt stop airline and airport
representatives celebrating US-Bangla Airlines new five times weekly service to Kuala Lumpur
from Dhaka with a cake. The airline joins five other carriers serving the market. Between all six
carriers, passengers now have a choice of 65 weekly flights between Dhaka and Kuala Lumpur.
(source: http://www.anna.aero/2017/03/07/us-bangla-airlines-starts-fourth-international-
route-dhaka/)

1.2 Origin of the Report:

As a mandatory part the MBA Program, all the students of the faculty of Business Studies, North
South University of Bangladesh have to undergo three months long course of Service Marketing
(MKT 627) with an objective of gaining practical knowledge about various services and . We
have chosen US Bangla Airlines Limited and this report is focused about US Bangla Airlines,
what are the customer services they are providing and in last part we have given the findings and
recommendation.

5
 Chapter Two
Organizational Profile
2.0 Corporate Profile

US-Bangla is one of the leading groups in Bangladesh. It is working with a broader mission &
vision. US-Bangla Airlines is one of the major business areas of US-Bangla Group.
Company have some sister concern groups:

6
2.1 About US-Bangla Airlines
US-Bangla Airlines Ltd is planning to meet the growing demand of both the domestic and
international airline passengers at the affordable fares and aims to become the leading, most
preferred model airline of Asia by providing safe and excellent air transportation services.

In the first phase, we would like to serve domestic routes with Canadian made DHC-8-400 twin-
engine (76-seat) medium-haul turbo-prop aircraft. It is the best turbo-prop aircraft of its world
class services and with unparalleled performances which flies at jet speed. After consolidating in
domestic market, in the second phase, we plan to serve regional routes with the Q400: Kolkata,
Chennai, Kathmandu, Yangon, Colombo, Bangkok etc. In third phase, we plan to operate in
international routes-direct flights with wide-body long-haul aircrafts, Airbuses and Boeings.

The Airlines is being managed by a team of highly professional and dedicated personnel who are
fully committed to a safe and on-time air transportation of our valued passengers.

US-Bangla Airlines is the largest nationally scheduled airline in Bangladesh. Apart from
scheduled services, the US-Bangla Airlines is engaged in the operation of national and domestic
services and also international.US-Bangla Airlines has flights to more than 8 destinations along.
Nowadays, the US-Bangla Airlines has successfully been labeled as one of the pioneering
airlines in green technology adaptation and environmental friendly strategic decisions. The US-
Bangla Airlines is trying already the first airline to be a part of the scheme of Bangladesh
reducing greenhouse gas emissions. Apart from the novelty improvements towards the ways in
which passengers actually fly have also undergone huge revolutions thanks to the US-Bangla
Airlines.

US-Bangla Airlines is the first and only ISO certified airlines in Bangladesh, started its operation
in July 17, 2014.The motive of this company is to provide excellent service through honesty,
quality, integrity, sincerity, joy and professionalism to all our customers.
US-Bangla Airlines was established in 2010 and incorporated both in Bangladesh and America,
US-Bangla Airlines is the updated passenger scheduled airlines in Bangladesh, initially operating
in domestic routes to and from Dhaka, Chittagong, Cox's Bazaar, Jessore, Sylhet, Saidpur,

7
Rajshahi and Barisal. The airlines had a plan to go for regional and important international
destinations & now it is flying abroad and now they are flying- Singpore, Kula Lumpur, Muscat
and Kathmandu.

2.2 Vision:
Our vision is to be the most Preferred Airline of Asia offering a dependable, utmost safe and
ultimate comfortable service. We aim for absolute excellence in each and every aspect of our
operation, achieved with honest dedication.

2.3 Mission
Our mission is to:
Expand internationally, providing cost-effective air travel options
Provide an outstanding customer experience with the highest level of service provided by
well-trained and dedicated employees
Maintain consistency in applying highest standards of safety and comfort

2.4 Services values:

Trusted: It starts with a commitment to personal and corporate integrity.

Attributes are honest, fair, dependable, responsive and consistent.

Collaborative: Teaming with co-workers and its customers to provide services that are better
than what can do individually.

Attributes are respect, listening, learning, contributing, customized, and scalable, robust.

Innovative: Applying technologies, processes, and methods in new ways to provide quality
services.

Attributes are creative, unique, relevant, practical, proven and valuable.

Efficient: A focus on improving its own efficiency without decreasing the strength of its
relationship and commitment to our customer.

Attributes are streamlined, economical and friendly.

8
Global \ Local: The people and facilities that support the customers worldwide operations
global, regional and local.

Attributes are networked, coordinated, responsive and familiar.

2.5 Service offering

An airline company mainly sells service. It carries passenger or cargo or both from one point to
another point. US-Bangla Airlines offers 8 Domestic routes. From the last 2 year US-Bangla
Airlines carried its passengers by using the following four types of aircrafts:

Bombardier manufactured Three Dash 8 Q400 aircraft. It's a next generation turbo prop aircraft
with jet speed fitted with advanced avionics. Seat configuration is 76.

2.6 The Core Service

The core service of the airlines industry is to transport goods and services to various
destinations. As the needs of the people increased the entire system became more organized and
formal.

Domestic Flights are:

US-Bangla Destination
Dhaka
Chittagong
Cox's Bazar
Jessore
Sylhet
Saidpur
Rajshahi
Barisal

International Flights are

Dhaka- Bangkok
Chittagong-Bangkok
Chittagong- Kolkata
Kolkata-Chittagong
Dhaka-Kolkata
Kolkata-Dhaka
Dhaka-Singapore

9
 Singapore-Dhaka
Dhaka- Kuala lumpur
Kuala lumpur -Dhaka
Dhaka- Khathmandu
Kathmandu- Dhaka
Dhaka Muscat
Chittagong- Muscat

Upcoming International Flight are:

China
Doha, Qatar
Paro, Bhutan
Dubai, United Arab Emirates(UAE)
Jeddah, Saudi Arabia

From 17 July 2014 till 30 Nov 2014, the USBA has conducted flights on 8138 sectors and carried
511,106 passengers, which is about 50% of the total domestic traffic. Three most important
aspects: Safety, On-Time Performance and Passengers' Comfort are always given utmost
importance in our Airlines. We are maintaining on-time-performance very strictly which is about
98.7% ---the highest amongst all Bangladeshi carriers. It makes us "The Most Preferred
Domestic Airlines".

10
 Chapter three
Literature View

3.0 Market Liberalization \ competition:

The CAAB (civil Aviation Authority of Bangladesh) has begin to liberalize the aviation market
in Bangladesh and to provide authority for new airlines to operate both domestically and
internationally
According to government policy some domestic carriers are also spreading their wings
internationally. As a result the local market is rolling in triangle motion. The promising private
local carriers are-

REGENT Airways:
Regent Airways is a new airline formed in Bangladesh in 2010 by H.G Aviation Limited, a
subsidiary of the habib Group. Regent Airways operates 2Dash 8-300 domestically within
Bangladesh.

Novo Air:
NOVOAIR is a limited liability company registered and incorporated in Bangladesh. It is the
premium Scheduled Passenger Airline spreading wings in the emerging aviation market in
Bangladesh and beyond. With a fleet of EMB-145 Jet and ATR-72 aircrafts, activities are
diversified in passenger, air cargo transportation, travel and holiday services and high end
aviation technology solution.

3.1 Market mix for US Bangla airlines (8Ps)

11
 i. Product

1. On the ground services: Include a convenient airport with car parking facilities, duty
free shopping, quick and efficient checking of baggage, and efficient services at
reservation counter, transport to the airport.

2. In flight services: Services provided are intangible and is highly variable. The air hostess
are trained to provide polite warm and courteous services The courteous service that the
representatives at the baggage counter, reservation counter provide goes a long way in
developing customer loyalty. The travel agents of the airlines also need to be efficient and
polite.

ii. Pricing

US Bangla Airlines follow two category of pricing strategy-

Premium Pricing
Fourth Degree Price Discrimination

Premium Pricing

The US Bangla airlines may set prices above the market price either to reflect the image of
quality or the unique status of the product. The product features are not shared by its competitors
or the company itself may enjoy a strong reputation that the 'brand image' alone is sufficient to
merit a premium price. The price segment is a higher income group as well as the upper middle
class background.

Four Degree Price Discrimination

All of the customers pay same prices.

iii. Place
Distribution channel

Consolidation: The direct sale of tickets from airport to the passenger on the airline
desk.
Tour Operator/ Travel Agent: Customers approach travel agent sort our operators who
book the tickets from the airline and take e-commission.
Affiliated with companies:Airlines gets affiliated with companies who carry all its trips
with a same airline who in turn gives special discounts or offers in return.

12
 Direct through home leased system, e.g. Phone, fax, email and also online e-booking.

iv. Promotions
US-Bangla Airiness already spent 3million USA dollar for its marketing and promotions.
They received best TV commercial in 2014 and also received another award in 2015 for
keeping in flight service and on time departure (98.7%).

This airline is received ISO 9001-2008 certificate. They are operates 30 sales offices through
the country and it is maintain offices in USA & Canada as well. They organized 3 (three)
days customer success summit in 2015 in hotel Ocean Paradise , in Coxs Bazar. Many of
corporate officials and travel agents attended in the event and their even was graced by
minister of Travel & Tourism as a chief guest.

In below their different marketing promotions and advertisements are given below:-

Advertisements

13
 Source-https://www.facebook.com/usbair/photos/

Magazine and Newspaper ads

14
Source- http://www.daily-sun.com/post/198139/Robi-brings-spl-offer-withUSBangla-Airlines

15
 Exposure at corporate event

Endorsement by high profile celebrities and business persons

GSA Signing Ceremony between US-Bangla Airlines and Namaste Aviation, Hattishar,
Kathmandu, Nepal!

16
v. People
This was the backbone of any industry so as for US Bangla Airlines so they need to recruit
highly trained staff. Focus of the training is making them in hospitality, in flight training,
interpersonal skills. All they need to have a staff having understanding of the customer of
high class as they are planning to play in premium class segment targeting every income
level group.

Customers are first value for US Bangla AIrlines. They said; customers needs come before
any other. This is an extension of our traditional US Bangla Group hospitality.

We create an experience for our customer that is designed to leave them with
wonderful memories. Second value is Driving Excellence, their moto is We dream big,
and we aim high. The path to success requires excellence in all we do. Anything other than
the best, is simply not good enough.

Management team identify opportunities for improvement quickly and action them
immediately, from hiring decisions to choosing an aircraft type. And finally, they work as
team. They stand shoulder to shoulder with each other because the only way to succeed is to
harness the power of a team. As the saying goes, If you want to go fast, go alone. If you
want to go far, go together.

vi. Process
Online booking of ticket, home delivery of tickets if customer wants us them to deliver,
telephone booking, outlets opened by omega.

vii. Physical Evidence

Those are considering as supplementary services also special services provided by US

Bangla Airlines are following below:

17
 Meet and Assist Services: Customershave to request for this service at the time of booking
and generally commences once you have checked-in. All kinds of VIP, CIP and Special
services are included here.

Exclusive lounge space: they recently introduced their own lounge space for their business
class traveler customers.

Disability and wheel chair services: wheelchair facility customers may get on request,
during the booking process at the sales counter or during check-in at the airport. In case of
additional assistance with a special service request, will also given to call in their hotline
number.
.
Unaccompanied minors: Minors who travel alone Children between the ages of 5 and 15
years (up to but not including the 16th birthday), In order to better serve to their customers,
they request that to contact in their helpline and advise them your specific needs at the time
of booking and inform the ticket counter prior to your Flight.

Carrying Services
1. Cargo facility: US Bangla Airlines provide the facility to transport the cargo by air in
their flight routes. For availing cargo facility you have to pay BDT 100 per kg and
above 05 kg will be cost BDT 80 taka per kg. Please contact their sales outlets or
Airport Check-in counter.
2. Fish carrying: You can carry fish or transport through the cargo facility, but it should
be properly packed without any sort of leakage. The charge is included in baggage
rate or cargo rate will be applicable to the availing cargo facility.
3. Pet animals: You can also carry any pet animals, but again, it is a subject to properly
caged and clean. Also, vaccination certificate will be required. Cargo rate will be
applicable. Please contact their sales outlets or Airport Check-in counter.

Passenger Services

18
 1. Bus Services: US Bangla Airlines have their own dedicated air conditioned bus
service for their passengers comfort. The Bus routes, schedule & fares are provided
for their kind reference.
2. Ticket Home Delivery: You can get their tickets home delivered and pay cash on
delivery. Simply call their Hotlines for help.
3. In Flight Catering: US Bangla Airlines have their own in-flight delicious catering
service to ensure the best quality food for their passengers.

F
1. Pick and Drop Service: They have their own transport for pic and drop service for their
customers. r
B
o
a
n
c Blue printing for US Bangla airlines
t
k Receiving
Reservation tickets Arrival at Obtaining
through agents airport Immigration/Boardi s
s or other
Line of interaction ng pass
channels t
t
a
a Custom Boarding the Alighting the Baggage
clearing flight/interactio aircraft retrieval g
g n with crew:
Line of visibility
experiencing e
e
ambience
Designing the Training and scripting
ambience development
Recruitment
and selection

Selecting Arranging for

aircraft tangible
cues/local news
paper ,
magazine

line of internal physical relationSupport system

19
3.2 Four Categories of Services of US Bangla Airlines
Earlier we already mentioned about US Bangla Airlines Services. Now in below box those
services are categorized:
People Processing
1. Flight services
(inflight catering)
2. Monitor Customer
Tangible satisfaction
3. First Aid Assistance
(In case of emergency)
4. Cargo Facility
5. Bus Services
6. Ticket Home
Delivery
7. Pick and Drop
Service
Intangible
8. Fish carrying
9. Carrying Pet animals
10. Disability and wheel
chair services
1.Mental stimulus
Guideline Online
processing
Ticket Booking
(You can book your flight
from our website and
payment can be made with
any local or international
debit or credit card as well20
as any known available
local payment channel like
Bikash etc.)
Possessions
1. Ticket Home Delivery
(Business Class people)
2. Pick and Drop Service
3. Fish Carrying Facility
(but it should be
properly packed without
any sort of leakage.)
Information
1. Passenger Sales Agent (PSA)
processing
To become a Passenger Sales Agent
(PSA) of our airlines, please consult at
number- 017xxx
2. Sky-Star benefits (If you are a
frequent flyer, you can become a
member of our Sky Start program.
Then you can enjoy many lifestyle
benefits and get free tickets.
Please click here
3. Air Charter (provide tailored and
personalized, cost-effective travel
experience that suits your unique
requirements, be it an exclusive
corporate event, confidential
meeting/conference, investor
hospitality, wedding or a grand
getaway with friends.
 Intangible Services:

1. Online Ticket Booking: Customers can book their flight from their website and payment can be
made with any local or international debit or credit card as well as any known available local
payment channel like Bkash etc.

2. Passenger Sales Agent (PSA): For better service they hire passenger sales agents.

3. Sky-Star benefits: Designed for US-Bangla Airline's frequent flyers. Exclusively for
Sky Stars, they offer to discover a world of preferential experiences and exclusive for
customer to enjoy. Customer gets instant concessions on dining, shopping, travel,
entertainment and more simply by showing your Sky Star card. It offers a massive range
of benefits to enhance customers lifestyle experience for frequently flying with US-
Bangla Airlines. And what's more, these prominent offers are customers to enjoy as often
as they wish. The more you fly, the higher your tier and the more rewards you receive.

4. Air Charter: US-Bangla Airlines possesses a solid reputation in the domestic region as
a reliable partner for scheduled flight services. They ensure a seamless, comfortable and

21
 enjoyable charter experience that satisfies even the most demanding clients: government
officials, athletic teams, tour operators, multinational corporations, and many others.

3.3 The Flower of Service

The concept of the flower of service proposes a model in which the core product is surrounded
by a cluster of supplementary services which are either facilitating services those which are
either needed for services delivery or help in the use of the core product or enhancing services
those add extra value for the customers. But not every core product is surrounded by
supplementary elements from all eight clusters. The core product of US-Bangla airline follows
the eight clusters of supplementary services.

Information: In US-Bangla, the company uses several ways to inform the customers
about the product services of the company. The first way is through the email system.
Because US-Bangla has a large number of customers and many of them are members of
US-Bangla, also many of the members are willing to tick the option to agree to receive
the email notice from the company to inform them about the most updated promotion
information that is coming. The second way is through the advertisements that the
company provides by its own or source through other advertising companies. The
company itself has three major ways of channel of making its own advertising services:

22
 in-flight advertisements such as video, magazine, painting inside and outside the
aircrafts, website and email. Through these ways, customers will obtain enough of
information and news about the company and also the most recent promotion information
in order to attract them to buy the tickets.

Order taking: In the case of US-Bangla, its customers would have four major channels
to make their orders and pass to the system to process before they can receive the e-
tickets from the system. The first channel is through online booking which is the
recommended way by the company because it does not need employees to take orders
which will increase the operating cost. The online booking could be done via personal
computer or mobile phone which is very convenient to the customers. The second
channel through which customers could easily book their tickets is through the dealers
who would charge additional service fee by helping the customers to book tickets. But the
use of this channel is limited by the company as there are very few official business
partners to sell the US-Bangla ticket because of the companys wish to provide the
customers with low fare and tries to remove the intermediate processes. The third channel
is via counters which could be in the services counter and in the airports where the US-
Bangla flight route network covers. The fourth channel is via telephone which is operated
by an outsourcing call center. Regarding the call center, the company provides two types
of lines: normal hot line and premium hot line. The differences between the premium hot
line and the normal service line is that the customers call will be picked up by premium
line agents without waiting too much time like the normal service lines. The telephone
line order taking system again shows that the company has a positioning of low cost.

Billing: To save up cost, US-Bangla does not issue paper tickets to customers who book
online or by mobile phone; hence most customers would need to print out the E-ticket
which would be sent to their email once the payment has been confirmed.

Re-Booking/Re-Issue/Date Change Charge Refund Charge

23
 Before 24 Within24 No Show Before 24 Within24 No Show
Hours Hours Hours Hours
USD 5 USD 10 USD 20 USD 15 USD 20 USD 25

Source: https://us-banglaairlines.com/flight_destination/fares

Payment:US-Bangla strongly recommends its customers make the payment through

debit card. The second payment method is credit card which is also used widely specially
for international flight because many currencies are still not supported by US-Bangla and
the local banks. The third payment method is by cash which is usually used by dealers
and in the counter because card transactions take time to confirm. A fourth payment
method is through bKash. The bKash wallet users can make bKash payment to book or
purchase air ticket of US-Bangla Airlines from any sales points of the private carrier
operating in domestic routes and they can also buy the ticket from the website of the US
Bangla Airlines.

3.4 SWOT Analysis of US Bangla Airlines

Conducting a SWOT analysis into US-Bangla Airlines business operations would be a good way
to identify the companys strengths and weakness and ways for improvements. It is important
that strategic development is reflected upon US-Bangla Airlines strengths and weaknesses with
relation to competitive threats and opportunities that exist in the organizations external
Environment.

Strengths
1. The Most Preferred Domestic Airlines
2. Reputed with carrying the symbol of
Bangladesh Domestic air travel.
3. Largest Bangladesh based national
airline in terms of financial size and
stability
Weaknesses
1. Poor employee relations
2. Reliability and trust issue
3. Innovation and change is slightly
slow

24
 Opportunities Threats
1. Rise in the Sky star quality system 1. Fair competition for smaller airlines
2. Boast national image
3. Reliability in terms of service delivery
4. Emergence and increasing prominence

Strengths:

US-Bangla Airlines of an established and a well-known brand name that is reputed with
carrying the symbol of Bangladesh Domestic air travel.

Largest Bangladesh based national airline in terms of financial size and stability

Weakness:

Poor employee relations histories that was evident in a number of cabin crew and issues
that have not been dealt with carefully

Reliability and trust issue in terms of safety is not at an optimum level due to increase in
terrorist threat

Innovation and change is slightly slow in terms of US-Bangla Airlines application

Opportunities:

US-Bangla Airlines rise in the Sky star quality system is an important marketing area that
the company can use to boast national image

Most competitors have been forced to exit the market due to the high cost of competing
and the struggle of the global economy.

Reliability in terms of service delivery is still an issue that is faced by most of US-Bangla
Airlines competitors

25
 Emergence and increasing prominence of new markets such as budget travelling

Threats:

The Open skies agreement has provided a fair competition for smaller airlines while also
increasing the competitiveness through

3.5 US Bangla Airlines: competitor analysis

Bangladeshs domestic and regional international markets are becoming competitive day by day
as the countrys private airline sector continues to expand rapidly. In our analysis, we will
consider Novo Air and Regent as the close competitor of US bangle Airlines.

Novoair:

NOVOAIR is the premium brand private airline in Bangladesh started domestic flight operations
in January 2013. We serve our esteemed passengers with one motto The Art of Aviation.
Within 3 years, NOVOAIR established as a Premium Scheduled Passenger Airline spreading
wings in all domestic and amazing regional destinations. With a fleet of EMB-145 Jet and superb
ATR 72-500 aircrafts, combined with superior on-time performance, great comfort and excellent
safety record, NOVOAIR achieved the honour of Best Domestic Airline adjudged by Monitor
Airline of the Year.

Regent Airways:

Regent Airways (incorporated as HG Aviation Limited) is a wholly-owned subsidiary of Habib

Group - the Chittagong-based conglomerate engaged in a diverse portfolio of business endeavors
which include power, steel, readymade garments, textiles, spinning, cement, paper and fertilizer
among others.

The airline began commercial flight operations since 10 November, 2010 using its own fleet of
two Canadian-built Bombardier Dash-8-Q300 aircraft, each seating 50 passengers in a single-
class layout. The aircraft is known for its exceptional reliability and passenger comfort.

26
Comparison Criteria:

Basic Information:

Criterion US-Bangla Airlines Novo Air Regent

Founded 2014 2012 2010
Commenced 17 July 2014 9th January 2013 10th Novembor,2010
operations
Hub Dhaka Dhaka Shahjalal International
Airport(Dhaka) Secondary
Hubs: Shah Amanat
International
Airport(Chittagong)

Fleet size by operator:

Destinations:

Airlines Domestic International Total

US Bangla 8 5 13
Airlines
Regent Airways 3 6 9
Novoair 8 2 10

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Company slogan:

US Bangla Airlines Fly Fast Fly Safe

Novoair THE ART OF AVIATION

Regent Airways Every little thing counts International & Domestic

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Advertisements:

US-Bangla Airlines:

Safety, On-Time Performance and Passengers' Comfort are given utmost importance

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Novo Air:

Ads are mostly talking about offers.

Regent:

Ads talking about flight schedule and their exclusive service.

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 Chapter three

3.1 Findings & Recommendation

Findings: In this report we found some limitations of US Bangla airlines. If they are able to
resolve their problem they can be positioned high in this sector. The findings and
recommendation are discussed below:

Miscommunication to the customer: The miscommunication between customer and the

management of the US Bangla Airlines always happen. Many customers try to get service
over the phone when their website doesnt work, but they just send one call to another
call and no one is willing to help.

Reliability and Trust issue: There was some reliability and trust issue between customer
and the US Bangla Airlines. Some incidents happen with some customer where their
reliability and trust issue arises. (On 4 September 2015, one of the airline's Bombardier
Dash 8 Q-402s skidded off the runway at Saidpur Airport upon landing on a domestic
flight. Though there were no personal injuries reported.)

Lack of innovation: Innovation and change is slightly slow in terms of US-Bangla

Airlines application.

Food quality: Though the taste of the food was pretty good in in-flight service but many
customers complain that they are not up to the standard. The food was often served cold.
For long journey food wasnt very sufficient for the customer.

Unskilled Staff: They often handle customers in unprofessional ways.

Lack of sophisticated technology for ticketing and luggage system: Customer faces
lots of problem when they booked ticket by e ticketing service. They often get refuse to
change the schedule flight. Many customers lost their luggage while traveling by the US
Bangla Airlines.

Delay of flight: Most of the customer faces this problem. Every customer we talked
about they complained about the delay of flight. The flight was delay giving without any
valid reason to the customer. Every flight was delay up to 30 minutes to 4hours.

No Performance evaluation: there is any option to evaluate the performance of staffs by

the customers.

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Recommendation: In our findings, we recommend to do necessary steps to US Bangla Airlines:

US-Bangla Airlines should make an excellent customer service oriented policy.

Consultants should be hired with regard to relevant department.

US-Bangla Airlines should recruit staff with required qualification.

For flight schedule delay delay analysis should be undertaken as a routine process
and necessary steps should be taken to maintain the schedule in a tolerable delay
range.

In-flight service must be improved. Steps may be undertaken to ensure full

complement of cabin crew, professionalism among the cabin crew, and provision of
proper flight crew training to ensure that quality service can be rendered by the cabin
crew at all times.

US Bangla should introduce user friendly online ticketing service.

There should be an option to evaluate the performance of staffs by the customers.

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