A Marketing Plan on Madhabkundu

Submitted to: Dr Abu Naser Ahmed Ishtiaque Associated Professor Department of Marketing Dhaka University

Submitted by: Abir Khondker Roll- 163, Sec A 13th Batch, MBA 1st year,1st semester Department of Marketing Dhaka University

Madhabkundo

Madhabkundo is one of the most fascinating tourist spots in Sylhet. The waterfall here makes the surroundings a unique one. Madhabkundo is famous for its waterfall. It is the biggest waterfall of Bangladesh. This waterfall carries million tons of water which fall from a height of 200ft every day. As the water comes from ground resource, it is much cold in all the weather. One can sit on the stones scattered all around with feet in the flowing water and listen to the sound of the waterfall in the quietness of the surroundings. This would leave one with amazing feelings of the beautiful nature. Around this fall large black boulders are scattered. All these create magnificent scenery.

There are interesting myths surrounding the area. Madhab is another name for Vishnu and Kunda means circular depression or well. Local Hindus believe the circular pool where the water falls is a magical place, and many worshippers go there every year.

Planning process
Tourism marketing planning refers to a plan to increase the foreign exchange earnings of a nation by encouraging the growth of tourism, to designate specific areas for the development of resources and to improve local employment through the tourism industry. Here for marketing plan we analyzed this tourist spot .

Background information
For evaluating background information we must consider its some facts. These are, Issues and constraints Inventories Attraction

Issues and constraints

The impact of tourism on local communities can be both positive and negative, whether it comes to economic, social, or environmental effects. It depends to which extent tourism is developed in a particular region. Every region has its bearing capacity, that is to say the limit of the incoming influence that does not harm the host community.

Economic impact
Positive impacts

Contributes to income and standard of living Improves local economy Increases employment opportunities Improves investment, development, and infrastructure spending Increases tax revenues Improves public utilities infrastructure Improves transport infrastructure Increases opportunities for shopping Creates new business opportunities

Negative impacts

Increases price of goods and services Increases price of land and housing Increases cost of living Increases potential for imported labor Cost for additional infrastructure (water, sewer, power, fuel, medical, etc) Increases road maintenance and transportation systems costs Seasonal tourism creates high-risk, under- or unemployment issues Competition for land with other (higher value) economic uses Profits may be exported by non-local owners Jobs may pay low wages

Environmental impact

Positive impact Protection of selected natural environments or prevention of further ecological decline Preservation of historic buildings and monuments Improvement of the areas appearance (visual and aesthetic) A "clean" industry (no smokestacks

Negative impact

Pollution (air, water, noise, solid waste, and visual) Loss of natural landscape and agricultural lands to tourism development Loss of open space Destruction of flora and fauna (including collection of plants, animals, rocks, coral, or artifacts by or for tourists) Degradation of landscape, historic sites, and monuments Water shortages Introduction of exotic species Disruption of wildlife breeding cycles and behaviors

Social and cultural impact

Positive impacts

Pollution (air, water, noise, solid waste, visual) Loss of natural landscape and agricultural lands to tourism development Loss of open space Destruction of flora and fauna (including collection of plants, animals, rocks, coral, or artifacts by or for tourists) Degradation of landscape, historic sites, and monuments Water shortages Introduction of exotic species Disruption of wildlife breeding cycles and behaviors

Negative impacts

Excessive drinking, alcoholism, gambling Increased underage drinking Crime, drugs, prostitution Increased smuggling Language and cultural effects Unwanted lifestyle changes Displacement of residents for tourism development Negative changes in values and customs Family disruption Exclusion of locals from natural resources New cliques modify social structur

Inventories

Resources: Natural areas Flora Unusual wildlife Different cultures Scenic overlooks Fall foliage Hiking trails Eco park

Attractions

Madhabkunda Waterfall

Bangladesh natural beauty has many features. The mesmerizing waterfalls are the main attractions of these features. The highest waterfall of Bangladesh is the waterfall of Madhabkunda. The height of the Madhabkunda waterfall is 61m or 200 ft. The Madhabkunda waterfall in Sylhet is a famous tourist destination for its natural beauty. The travelers coming from different parts of the world prefer visiting Madhabkunda waterfall, Sylhet as its beauty is still unspoilt by the ravages of time. Nestled amidst the lush green mountains Madhabkunda makes for an ideal tourist destination. As a result of which the travelers pouring in from all the corners of the world come here to spend some time in absolute peace and tranquility. Madhabkunda has earned fame as the most charming tourist attractions in Sylhet. From Kulaura rail station to Madhabkunda, its about one hour journey by microbus or minibus. The journey to Madhabkunda itself is exotic. On the way tourists can see the

greenish beauty of the worlds biggest tea garden, the picturesque hills and the zigzag road through the hills will increase the joy of their journey. The journey to the Madhabkunda is an enthralling experience and its so exotic that one may go to Madhabkunda only for the journey. Normally tourists go to Madhabkunda dont stay for the night but if they want to gain the experience of spending a night in jungle like environment they can do that. The stay will be quite adventurous as it is situated in the middle of the jungle and its different sounds. Green Locality at Madhabkunda, Sylhet Like other parts of Sylhet Madhabkundo is also surrounded by a variety of greens. The journey to Madhabkundo is an exotic one. The lush green carpet, the hills and the zigzag road through the hills on the way to the waterfalls enhance the beauty of the landscape. The sides of the road are also surrounded by terraced tea-gardens which add to the variety of the greens of this region.

The Madhabkunda Eco-park

Location and accessibility

Area : Established : Existing facilities :

Visitors (Present) Entry Fee

The Madhabkunda Eco-park is located at Madhabkunda under Moulavibazar District. Accessible by train upto Moulavibazar then by road or by air from Dhaka upto Sylhet then by road. 265.68 hectare 2001 This area was declared as Eco-parks with a view to conserve the Madhabkunda waterfall and surrounding biodiversity. The endeavour of declaring these sites as eco-parks, widen a new dimension of developing eco-tourism, biodiversity conservation and development of education and research in the areas. 1,00,000 / year Tk. 5.00 / person

Madhabkundo is the most beautiful waterfall of the country. Its beauty will certainly charm the visitors This area was declared as Eco-parks with a view to conserve the Madhabkunda waterfall and surrounding biodiversity. The endeavor of declaring these sites as eco-parks, widen a new dimension of developing eco-tourism, biodiversity conservation and development of education and research in the areas.

Facilities and services Everyday a large number of people come to visit this place. Picnic parties even from Dhaka are also commonly seen here. This is because the journey from capital city does not take much time. Traveling Bus, train service both are available for the travel. You can go by bus or car to Madhabkundo from Sylhet. From Dhaka also buses run to Madhabkundo. You can also use train from Dhaka In that case you need to get off at the Kulaura station and travel a short distance to reach Madhabkundo by a microbus or car. Rent a car services are available here.

Accommodation For staying at night there is a motel of Bangladesh Porjoton Corporation and also a Bunglow of district council. To stay at the Bunglow you need to book before you go to Madhabkunda from Mulavibazar zilla parishad office. The deep impact of the stay at any of these two accommodation option will linger in your minds even long after you have left the place! The nature is so beautiful and pleasant at Madhabkunda. So, everyone who wants to travel in Bangladesh must visit Madhabkunda, without visiting here Bangladesh travel will not be fulfilled Variety of services are available at Parjatan Motel with a good quality accommodation and food facility. For adventurous feelings you can also stay in a district council bungalow.

Objective
1: to upgrade the attractions of the destination 2: To improve and upgrade tourist facilities of the destination. 3: to improve the quality of support services 4: to improve staff capabilities, skills and competence and quality of unemployed labor, through local tourism training programs, internships, apprenticeships and vocational training. 5: Develop a unique brand for Madhabkunda aligned with its current and potential competitive advantages, identify appropriate target customer group(s), and actively promote the destination and theme to them. 6: Improve, upgrade, and expand transport infrastructure and transportation services to and from Madhabkunda. 7: Upgrade information on tourism services that will encourage tourists to visit, enable them to more easily orient themselves, and to assure that they are aware of everything. 8: Enhance and protect the character of madhabkunda as a tourism destination, typified by the architecture, green space, quality of the environment, cleanliness, hospitality of the people, etc. 9: Upgrade modern communication links to Madhabkunda 10: Improve the existing infrastructure by committing to tear down or renovate each building in need of repairs, by improving the quality of signage and developing a modern, pleasing appearance for city streets, pavements and the park. 11: Develop solid and sewage waste treatment and disposal methods.

12: Provide community facilities and services to improve the living standards and social environment of local people. 13: Promote the religious and cultural heritage of Madhabkunda as a supporting element of its vision and for the economic and social benefit of the local community and visiting tourists. 14: Maintain and enhance the rural environment in and around Madhabkunda. 15: Enhance the business environment to increase the chances of attracting private sector actors to invest in Madhabkunda.

Marketing analysis For Marketing Plan

Market identification
Visitor interests and needs Size of the group Type of the group Visitor area of origin Education Age Gender Family life cycle Occupation Personality of the tourists (compulsiveness, gregariousness, attitude etc.) Income Social class

 Religion Geographic components of origin (climate, size of the city, density etc.)

Market position

Positioning is a marketing strategy. Its purpose is to provide an organization with a strategic competitive advantage by creating differences, advantages and benefits which make people think about a place or a product in a certain way. Positioning is what people think, know, feel or believe about a place.

Market positioning of madhabkunda can be achieved by following way; The physical presence of the place The interior design layout Reputations of the place Publicity Advertising Brochures The attitudes and appearances of the service provider The prices and value offered The name, slogan, symbol or logo etc.

Public participation
Local decision makers Government agencies Non-governmental organizations Residents

Goal
The goal is developing and promoting the Madhabkunda as a world class destination and providing incredible experience to the tourist in a sustainable ambience.

Theme
Madhabkunda is a natural and breathtaking attraction with an enchanting combination of beautiful landscape, hills, and waterfall surrounded by lush tea estates which creates an intrinsic belonging between residents and tourists and enhances unique lifestyle.

Conclusion
The unique natural attraction of the north eastern part of Bangladesh can boost the sustainable tourism and enhance the preservation of local lifestyles through this destination development plan centering Madhabkunda waterfalls. This plan encompasses economic, social, and environmental impact of the community through sustainable development. Developing this plan, the developer must be aware about the ecological balance of the local area.