ORGANIZATION ANALYSIS OF

DHAKA REGENCY HOTEL AND

RESORT
GROUP NAME: “DIAMOND”

S/L NAME ID
1 Md. Atikur Rahman Khan 12302033

2 Md. Raihan Ali 15102304

3 Tumpa Bepari 15102329

4 Jannatul Ferdaus 15102328

5 Rukeya Akter Rupa 15102337

6 Md. Nazmul Hossain Nayem 14202186

AIM OF OUR PRESENTATION

 The aim of our presentation is to late you know

some information about Dhaka Regency Hotel
And Resort and their performance Analysis.
 INTRODUCTION
 Year of 2007
 Dhaka Regency is a magnificent
established
new-generation business class
 Type of hotel 3 star business hotels
hotel in Bangladesh
 It is situated nearby the air-  Group British Bangladesh Group
port in 2007. So, their main  Address Airport Road, Nikunja 2 Dhaka-1229.
focus is tourists and
businessmen, who come from  Telephone +88 02 8913912
abroad  Fax +88 02 8911479
 Dhaka Regency Hotel &  E-mail Info@dhakaregency.com
Resort is conveniently  Web Www. Dhakaregency.Com
situated to target and attract  Transport Airport – 1 Km, (3 Minutes By Car)
the market segment that
requires lodging services  Accommodati 214 Guest Rooms
most frequently on

 Dhaka Regency ensures its guests
the convenience of a fully
equipped Business Center and
Limousine services.
 Location City‘S Nearest Hotel From The
International Airport. As Well As
Closest From Gazipur, Tongi &
Ashulia Industrial Zone And
Baridhara Diplomatic Zone.
VISION & MISSION
Vision:
 Vision of Dhaka Regency Hotel & Resort is to be
a world class and renowned hotel by its service
excellence and product quality.

Mission:
 The Dhaka Regency Hotel and Resorts mission is
to exceed the expectations of their guests. Inspire
their associates and provide superior financial
results to those who entrust with managing their
assets
PORTER’S FIVE FORCES MODEL
 CONTINUE……
 Rivalry among existing
firms:
The competition of business hotel
is quite high in the local market
compared to luxury hotel
business. But they have developed
themselves in a very different
way. There are so many hotel
industries in Bangladesh so it is
highly competitive. But they serve
better product and service.
Through this product and service
and facilities they can compete
with others
 The competitors they have:
Pan Pacific Sonargaon Hotel,
Dhaka
Ruposhi Bangla Hotel etc.
o Threat of new
potential entrants
In hotel business they are not
only the 5 star hotels. Although
there are not so many 5 star
hotel in Bangladesh but it is
not easy to enter as a new 5
star business hotel. Political
situation in Bangladesh is not
good, so tourists of foreign
countries are not eager to come
to our country. So it is a big
threat for new comer. For
launching a hotel business
more experiences and capital
needed so it is not easy.
 CONTINUE….
 Bargaining power of
 Bargaining power of
suppliers buyers
The suppliers are actually not a As already mentioned,
great in number from entire
Bangladesh providing Hotels of Bangladeshi hotels are mostly
all shapes, sizes. As the suppliers chain of international hotels.
are few and the cost of supply is
high, these suppliers do bargain As they are providing their
much. Therefore, they can safely services in international
presume that the bargaining
powers of suppliers are high. In standards with local support,
Bangladesh there are not so they have a cost advantage
many people who are doing hotel
business so there are not so many over their local competitors,
suppliers. As there are not so which use international
many suppliers in Bangladesh so
it is very hard to get supplies methods of service providing.
from suppliers. That’s why hotel
business person face problem to
get raw materials.
CONTINUE…..
 Threat of substitutes
A segment is unattractive when there are actual or potential
substitutes for the product. Substitution makes it difficult
for any business to sustain high profits. If Technology or
competition advances in the substitute industries, prices and
profits of the industry are likely to fall. In this segment
threat of substitutes will be very low due to the uniqueness
of the services that they are offering in relatively lower rate
than other competitors. In Bangladesh there are not so
many five star hotel but there are so many hotel who are
providing hotel service such as local hotel business. So this is
a little bit threat for the hotel business.
 Their substitutes are:
Ruposhi Bangla Hotel.
Bengal Inn.
The Royal Park Residence
 EXTERNAL FACTOR EVALUATION MATRIX
FOR DHAKA REGENCY HOTEL AND RESORT
Opportunities: Weights Ratings Weighted
Score
1. Huge number of foreigners coming in Bangladesh 0.06 4 0.24
1. Consistent to the clients wishes 0.08 3 0.24
1. Industrial belts and EPZ are near to this hotel 0.10 3 0.30
1. Competitive pricing for the quality of services offered than other competitors 0.05 1 0.05

1. Increasing number of international events are organized in Bangladesh and this 0.04 3 0.12
is beneficial to the resort
1. Social media spreads the marketing sector 0.10 4 0.40
1. Tie up with big corporate business houses 0.05 1 0.05

Threats:
1. Competition among raising competitors 0.06 2 0.12
1. Political turbulence such as political disorder, strike and lack of stable business 0.12 4 0.48
investment reduced tourism traffic
1. Decreasing GDP growth, now in 2017 GDP is 6.8% where in 2016 the GDP was 0.04 1 0.04
7.1% and it effect on hotel business.
1. Expansion of economic hotels 0.06 2 0.12
1. Similar companies such as Radisson, La meridian and others offering seasonal 0.04 3 0.12
discount up to 20%
1. Sometimes hotel business affected by strict Government’s rules and 0.05 1 0.05
Regulations, they may fail to offer distinguishing services according to customer’s
requirements
1 Sudden bad experiences of foreign clients for example Holey Artisan Bekary 0.10 4 0.40
terrorist attacks effect
1. Traffic jam in Dhaka city 0.05 3 0.15
INTERNAL FACTOR EVALUATION MATRIX
Strength’s Weights Ratin Weighted
g Score
1. Latest property .10 4 .40
1. Excellent service .06 4 .24
1. Excellent F & B outlets .05 3 .15
1. Excellent MICE service .04 4 .16
1. Executive lounge at Hazrat Shah Jalal International Airport .10 4 .40

1. Advance Technology .05 3 .15

1. New Independent brand image .04 3 .12

Weaknesses
1. Structural problem .12 1 .12
1. Expensive to use internet .06 2 .12

1. Behave of reception staff is not cordial .08 2 .16

1. Slow service .04 2 .08

1. Lack of natural scenery .10 1 .10

1. Hotel taxi is not always available .05 2 .10
1. It is not comparable to the existing world standards .05 2 .10
1. They do not have casino .06 2 .12
Total 1.00 2.52
 SWOT MATRIX OF DHAKA REGENCY HOTEL
Strength-S Weaknesses –W
Location Lack of natural scenario
Excellent Services Not having casino
New independence brand image Don’t have their own transport facilities
Advanced technology Structural problem

Opportunities-O SO Strategies WO Strategies

Huge number of foreigner coming in
Bangladesh
Social media spreads the marketing
Industrial belts and EPZ are near to the
hotel
Consistent to the clients wishes
1. Dhaka Regency Hotel is situated at a
prime location and huge number of
foreigners can find it easily.
2. With excellent service they can spread
their marketing through social media.
3. Having independence brand images it
focuses the EPZ and industrial belts area’s
customer.
4. With more advanced technology they
can fulfill the consistency of the client’s
wishes.
1. They have no natural scenery but now they
achieve marketing in a large extent.
2. The effect of not having casino can avoid by
getting more significant profit with media.
3. They already reached the global market so
gradually they can provide the transportation
facilities.
4. Every firm has structural problem but the
matter is to catch clients by fulfilling their
requirements.

Threats-T ST Strategies WT Strategies

Traffic jam in Dhaka city
GDP is decreasing for example recent
year’s GDP is 6.8% and last year was
7.1%
Terrorist attacked creating bad
experiences to the customers
Political turbulence such as political
disorder, strike and so on
1. For its location people can avoid traffic
jam because it takes too little time from
airport, Tongi or Banani area.
2. Thronging excellent services can control
the economic conditions.
3. As this hotel has brand images then they
consider more securities then they can
avoid any fear.
4. They also had the advanced technology
and using those services they can reduce
the problems which creates by political
turbulences.
1. There are a nice view of Dhaka Regency Hotel
and standard building with a gorgeous look.
2. Transport facilities and casino will up come
for the customers.
3. Structural problem also will come to limit.
Further for avoiding traffic jam time schedule
is important.
4. Securities may under control and political
turbulence also can avoid by keeping flexible
situation over time.
COMPETITIVE PROFILE MATRIX
Regency La
Meridian

Critical Success Factors Weight Rating Score Rating Score

Price competitiveness 0.10 3 0.30 3 0.30

Advertising 0.20 2 0.40 3 0.60

Financial position 0.15 3 0.45 3 0.45

Customer loyalty 0.10 4 0.40 4 0.40

Product quality 0.10 3 0.30 3 0.30

Management 0.10 4 0.40 3 0.30

Global expanssion 0.20 4 0.80 3 0.60

Market Share 0.05 1 0.05 1 0.05

Total 1.00 3.10 3.00

 FINDINGS:

 Lastly we try to find the external, internal matrix

and CPM analysis. We also calculated their
weighted scores.
 Dhaka Regency Hotel and Resorts EFI weighted
score is 2.88. So they can handle the external
opportunity.
 In IFE Dhaka Regency Hotel and Resorts factor
is above average which is represents strong
internal position.
 The Competitive Profile Matrix Score of the
Dhaka Regency Hotel & Resort is better than La
Meridian.
 RECOMMENDATION:
 As we mention earlier that Dhaka regency is a very good hotel in the country. And it is
also award winning hotel of Bangladesh. And the average total weighted score is 2.5. So
we can say, Dhaka Regency Hotel and Resorts is responding in an average way to
existing opportunities and threats in its industry. After analysis the IFE we can say,
Dhaka Regency Hotel and Resorts factor is represents a minor weakness. The
Competitive Profile Matrix score of the Dhaka Regency Hotel & Resort is better than La
Meridian. So we can say after doing full analysis, Dhaka Regency Hotel and Resort
performance is good. But there is something we want to mention that they might take
as future steps.
 First of all, they have very huge space but they don’t have extra place in the front or
backside of their hotel. Radisson has their extra place and it’s really beautiful. It can be
more profitable, because people will more attract by this steps.
 Secondly, they have many facilities. But all the facilities are for rich persons. The
people who like to party, they can go there spent very high amount of money to do
parties. But people/Students like us, they can’t afford it. So, they can make some new
changes in their schedule and make some offers for peoples like us.
 Thirdly, they have many services. But their one of the important service is transport
facilities. When anyone in hurry and he has no car. But his hotel can offer and the hotel
car is dallying, then what this person will think about this hotel, of course bad. So, they
can upgrade their transport facilities.
 And last thing that we found is, they don’t have any casino. They can male deal with
the govt. and make a casino for foreign and country peoples.
 CONCLUSION:

This report is about strategies plan of Dhaka Regency Hotel

1/22/2018

and Resort. During making this report we all are able to know
about condition of Dhaka Regency Hotel. This report shows a
clear concept about this hotel. This hotel is 5 stars Hotel and
one of the best hotels in Bangladesh. In 2010 this hotel win
award of “BEST HOTEL OF BANGLADESH”. And in 2011
this hotel nominated for the award.
 We have researched here on Porter’s five forces,
EFE,IFE,CPM and SWOT Matrix. We find their internal and
external strength, opportunities, threats, and weakness.
 We use mostly secondary data. Because there are many
limitations we are facing during making this report.
Limitations like, they don’t submit their annual report, their
16
information is very little etc. Dhaka Regency Hotel and resort
is doing great in business field. They will do better in future.