Contents

Overview ................................................................................................................................................. 2
Objective ............................................................................................................................................. 2
Specific Objective ................................................................................................................................ 2
Scope of the report ............................................................................................................................. 2
Methodology....................................................................................................................................... 2
Primary source of data ........................................................................................................................ 2
Secondary source of data ................................................................................................................... 2
Constraints .......................................................................................................................................... 2
US-Bangla Airlines starts fourth international route from Dhaka .......................................................... 4
Literature View...................................................................................................................................... 11
3.0 Market Liberalization \ competition ........................................................................................... 11
3.1 Market mix for US Bangla airlines (8Ps) ................................................................................ 12
3.2 Four Categories of Services of US Bangla Airlines ...................................................................... 20
3.3 The Flower of Service .................................................................................................................. 22
3.4 SWOT Analysis of US Bangla Airlines .......................................................................................... 25
3.5 US Bangla Airlines: Competitor Analysis ..................................................................................... 26
Findings, Recommendations & Conclusion........................................................................................... 31
4.1 Findings: ...................................................................................................................................... 31
4.2 Recommendations: ..................................................................................................................... 32
Conclusion ............................................................................................................................................. 33
Bibliography .......................................................................................................................................... 34

1
Overview
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.

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

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.

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.

2
 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.

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

3
fourth international route from Dhaka, with Kuala Lumpur joining the line-up of Kathmandu
(Nepal), Kolkata (India) and Singapore

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.

4
 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:

5
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.

6
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, 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

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.

7
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

US Bangla Airlines core product is a premium, reliable, comfortable and on-time flight
service. US-Bangla Airlines offers 8 Domestic routes. From the last 3 year US-Bangla
Airlines carried its passengers by using Dash 8 Q400, DASH 8-Q400 and Boeing 737-800
aircrafts. It's a next generation turbo prop aircraft with jet speed fitted with advanced
avionics. Seat configuration is 76.

8
With the motto Fly Fast Fly Safe US Bangla Airlines provides the most dependable
domestic flight service of Bangladesh. The passengers can enjoy utmost safe and ultimate
comfortable service from US Bangla Airlines in both domestic and international flight.

9
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
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

10
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".

Chapter three

Literature View

3.0 Market Liberalization \ competition

The CAAB (civil Aviation Authority of Bangladesh) has begun 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.

11
3.1 Market mix for US Bangla airlines (8Ps)

1.Product

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.

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.

2.Pricing: US Bangla Airlines follow two category of pricing strategy-

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.

Third Degree Price Discrimination

The concept of this pricing strategy is charge different prices to different groups of people. US-
Bangla gives 20% discount to adult people (65 years+) and 10% discount to Military officers
and golfers.

3.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.
Direct through home leased system, e.g. Phone, fax, email and also online e-booking.

12
4.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

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

13
 Magazine and Newspaper ads

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

14
 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!

15
5.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.

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

7.Physical Evidence

Those are considering as supplementary services also special services provided by US Bangla
Airlines are following below:

Meet and Assist Services: Customers have 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.

16
 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
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.

17
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.
4. Pick and Drop Service: They have their own transport for pic and drop service for their
customers.

8.Productivity & Service

This airline faces economic challenges making it paramount that they provide satisfactory
service to customers relative to their expectations.

18
 Blue printing for US Bangla airlines

Reservation Receiving tickets Obtaining

through agents or Arrival at airport Immigration/Boarding
Line of interaction
other channels pass

Boarding the
flight/interaction
F
Alighting the
Custom clearing with crew: Baggage retrieval
Line of visibility aircraft r
B experiencing
ambience o
a
Designing the Training and n
c development
scripting
ambience Recruitment and t
k selection
s
s Arranging for
tangible cues/local t
t Selecting aircraft news paper ,
a
a magazine
g
g
e
e
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)
Tangible
2. Monitor Customer
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
Mental stimulus processing
1. Guideline Online
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 well
as any known available
local payment channel like
Bikash etc.)
20
Possessions Processing
Processing
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 processing
1. Passenger Sales Agent (PSA)
To become a Passenger Sales Agent
(PSA) of our airlines, please consult at
\ 017xxx
number-
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 enjoyable charter experience that satisfies even the most demanding clients:
government officials, athletic teams, tour operators, multinational corporations, and
many others.

21
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: 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 ticket.

22
 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

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

23
 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.

Consultation: Consultation service could be defined as value can be added to goods

and services by offering advice and consultation tailored to each customers needs and
situation. In US-Bangla, there is little consultation service provided to the customers,
and it seems that the company is more willing to engage in the automation of all the
service to save costs.

Hospitality: In US-Bangla, hospitality is must as customers can see the smiles from
the face of the stewardess. This also could be found in the corporate culture as the
company encourages having fun while working among the employees because while
staffs are having fun, they tend to be more polite than usual. And the key reason that
the US-Bangla would focus on the building of service hospitality is because smile does
not cost a cent and a low cost air line would not let such service undeveloped.

Safekeeping: US-Bangla reserves the right to make a refund only to the person named
in the ticket or to the person originally paid for the ticket. Refund will not be entertained
if any claim done after the date of ticket expiry. Ticket issued through any agent must
be processed refund by the issuing agent only which is stated in the basic term and
conditions. Also the term and conditions empower the company to change the flight
any time without notifying the customers. Though the company usually will send out
SMS and email, but many customers could have missed the information and hence in
some cases customers would not feel safe at all by flying with US-Bangla because
uncertainties could happen and compensation will not be enough. In another aspect in
which company has done a good job to make the customers feel safe and certainty is
by keeping a very good flight time punctuality record of all its flights by efficient and
effective operation management

Exceptions: Exceptions services are those services that are not usually offered to
customers in normal cases. For US-Bangla, exceptions are made rarely to avoid
possible additional costs. Term and conditions seem to be the most powerful tool and

24
 reliance that the company uses to turn down the request for exceptions. Recently, US-
Bangla provides its business class passengers to get the ticket if they booked in online.
But still there could be more exceptional handling which could only be grated while
higher management empowerment is obtained but such exceptional handlings are also
rare.

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 Weaknesses

1. The Most Preferred Domestic Airlines 1. Poor employee relations

2. Reputed with carrying the symbol of
Bangladesh Domestic air travel.
3. Largest Bangladesh based national
airline in terms of financial size and
stability
2. Reliability and trust issue
3. Innovation and change is slightly
slow

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:

25
 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
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

26
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.

Criterion US-Bangla Novo Air Regent

Airlines

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

27
 Amanat International
Airport(Chittagong)

Comparison Criteria:

Basic Information:

Fleet size by operator:

Destinations:

Airlines Domestic International Total

US Bangla Airlines 8 5 13

Regent Airways 3 6 9

Novoair 8 2 10

28
29
Advertisements:

US-Bangla Airlines:

Safety, On-Time Performance and Passengers'

Comfort are given utmost importance

Novoair:

Ads are mostly talking about offers.

30
Regent:

Ads talking about flight schedule and their exclusive service.

Chapter Four

Findings, Recommendations & Conclusion

4.1 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

31
 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.

4.2 Recommendations: 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.
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.

32
 US Bangla should introduce user friendly online ticketing service.
There should be an option to evaluate the performance of staffs by the customers.

Conclusion

In the last but not in the least that now US Bangla Airlines become a brand name in Airlines
Industry in Bangladesh. This month they celebrated 1000 days. In 2014, 17th July this airlines
company started the journey with Dhaka- Jessore flight then they added another plane with 78-
seats dash 8-que 400 aircraft.

From the beginning company have their own catering service, in-house tailoring, in-house
training facilities and also provided to the passengers in-flight service, acceptable to the
international basis organization. Coming 13th April 2017 they will introduce a new flight
from Chitttagong to Kolkata and on 3rd May 2017 from Chittagong to Bangkok flight.

33
The company already started to implemented their future plans and their MD & CEO Mr. Md.
Abdullah Al Mamun attended a business meeting in Hotel Renesa in KulaLampur, Malaysia,
and he said - Bangladesh will be known by US-Bangla Airlines.

Our implementation of the study provided us a good knowledge about US-Bangla Airlines
8Ps, customer services and their future plans.

Bibliography
Flower Of Service (Jet Airways) . (2010, 02 18). Retrieved 04 09, 2017, from slideshare:
https://www.slideshare.net/iamin7777/flower-of-service-jet-airways

- . (2017, 04 11). Retrieved 04

13, 2017, from bdnews24: http://www.banglanews24.com/tourism/news/bd/566860.details

About us. (n.d.). Retrieved 04 10, 2017, from US-Bangla Airlines: https://us-
banglaairlines.com/welcome/about_us

term and contions. (n.d.). Retrieved 03 02, 2017, from banglaairline: https://us-
banglaairlines.com/assets/frontend/img/travel_info/Terms%20&%20Condition.pdf

US-Bangla Airlines. (n.d.). Retrieved 03 20, 2017, from Wikipedia: https://en.wikipedia.org/wiki/US-

Bangla_Airlines

34
35