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Determining a New Value Proposition for Biman Bangladesh Airlines

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Document pages: 16 pages

Abstract: This paper is aimed at presenting an understanding of customer perceived value and value proposition from the marketing point of view for Biman Bangladesh Airlines, the national airline of Bangladesh, and utilize the understandings and revelations to commend a new value proposition. Discussions are built with thorough reviews of relevant theories and available sourced information about the organization. The paper involves evaluation of Biman’s investigated features with the equivalents of a chosen market competitor - Emirates. Three questions have been attempted to answer throughout the paper sequentially - what is the customer perceived value for Biman, what is the value proposition of Biman and how is it in terms of its market competitor and finally, what can be a better value proposition in light of answers of the last two questions. The last part of the work comprises commendations on how to implement the new value proposition.

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