Proposal by Entrust Global Ltd.

Content
Executive Summary …………………………………………………………………………………………….
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Mission……………………………………………………………………………………………………...
2
The market…………………………………………………………………………………………………
2
Key to success ……………………………………………………………………………………………………..
3
Marketing strategy…………………………………………………………………………………………….. 5
Market Segmentation……………………………………………………………………………………..…. 6
Helicopters …….………………………………………………………………………………………... 6
Military aircrafts …………………………………………………………………………………….… 7
Commercial Aircraft ………………………………………………………………………………..…
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Competition…………………………………………………………………………………………………….. .10
Bangladesh Commercial Airlines current fleet…………………………………………………..
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Biman Bangladesh…………………………………………………………………………………… 14
US Bangla………………………………………………………………………………………………… 15
Regent Airways ………………………………………………………………………………………. 15
NovoAir…………………………………………………………………………………………………… 16
Military Aircrafts ……………………………………………………………………………………………… 16

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Bangladesh military aircraft fleet ….………………………………………………………………….
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Bangladesh Air Force ……………………………………………………………………………….
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Bangladesh Navy………………………………………………………………………………….…. 19
Bangladesh Army……………………………………………………………………………………. 20
Promotion Strategy …………………………………………………………………………………………..
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Challenges………………………………………………………………………………………………………… 21
Reference…………………………………………………………………………………………………………. 23

Executive Summary
Mission
The proposed airlines mission, simply stated, is to fill a niche in the growing air-
travel and military aircraft market ; to achieve high and profitable, load factors by
identifying and serving key routes and city pairs currently unserved, under-served,
or poorly served, and where significant unmet demand exists; to set a new
standard for air service and professionalism both within the target market region
and beyond, and to serve the Bangladesh military with high quality and futuristic
military aircrafts. The company will concentrate on aircraft imports of 3
categories, - the commercial aircraft, the military aircraft, and helicopters.

The market
We will be concentrating on introducing three types of aircrafts – the commercial
aircraft, the military aircraft, and helicopters and each of these categories have a

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different market niche. The commercial aircraft is for the airlines companies of
Bangladesh, military aircraft for Bangladesh military – army, navy and air force,
and also other helicopters for medical services, helicopter rental services,
commercially important individuals and for other armed forces and anti-crime
and anti-terrorism units of Bangladesh like RAB – Rapid Action Battalion. For all
these market segments, we have secured exclusive contracts or endorsements
putting us in a unique position to service these sectors and their needs.

Key to success
To ensure long term profitability, certain points are to be considered:

 Differentiate our services to our niche clients so that they realize that we
are better able to serve their needs than a more generic competitor.
 Provision of high-quality service on routes and in markets that are currently
unserved, poorly served, or under-subscribed by exiting carriers, thereby
setting both a new trend and a new pace in air service in commercial sector.
 Employment of cost-effective, up-to-date regional aircraft that will be sized
right for the market and the route, leading to higher load factors, reduced
costs, improved efficiency and flexibility, greater passenger comfort and
satisfaction and higher net profits. Outfitting these aircrafts with the latest
aviation technologies and navigational equipment will help ensure the highest
level or reliability, punctuality, safety and customer satisfaction.
 Employing an experienced, highly professional management team that
combines vision, realism, financial ability, solid knowledge of the aviation
business, familiarity with, and belief in, the utilization and benefits of the
latest aviation, electronic, and informational technologies, on the ground
knowledge of the region and markets to be served; realization of the crucial
importance of an organizations personnel to its success; and a total familiarity
with, and commitment to, the overall mission and goals of the company.

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 Utilization of the latest electronic and informational technologies in sales
and marketing; reservations, ticketing and check-in; scheduling and resource
planning; cargo tracking, and operational oversight. Such techniques as
internet marketing, reservations, and sales; electronic ticketing and check-in;
online quality control, resource planning, cargo and baggage tracking, all will
reduce staffing requirements while offering ease of use and greatly enhanced
access by, and convenience to, the customer.
 Ensuring a friendly, cooperative, enjoyable, yet highly professional face to
the customer.
 Development and implementation of co-operations, associations, and
partnerships with other larger, more established, and highly regarded airlines
both within and beyond the region to provide an extensive range of
connections, through fares, frequent-flyer mileage sharing, common hubbing
and so forth.
 Keeping close contact with clients and establishing a well-functioning
relationship with them to generate repeat business and create a top notch
reputation.
 Establish a comprehensive service experience for our clients that includes
consultation, product/client search, purchasing contracts, warehousing,
shipping, delivery, and follow up service analysis.

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Marketing strategy
 Identification, through careful market research, of unserved or under-
served routes and city pairs in the target market area with sufficient
passenger demand to enable high load factors and profitable operations
utilizing the category of aircraft envisaged.
 Intelligent, progressive and aggressive marketing that identifies the airline
as a different kind of player, one that is sharper and smarter, and with a
higher level of professionalism, and operational standard than is the norm
in the target region.
 Identifying, developing, and quickly and cost-effectively exploiting
opportunities for new markets, new market concepts, and expanded sales
potential.
 Concentration on safety, with highly trained, dedicated, and professional
personnel, caring for the passenger and the passenger’s needs and wants,
the advantage offered by advanced technology, and straightforward,
understandable, highly competitive tariffs and fare pricing, all will form key
pillars to the marketing strategy.
 The airlines emphasis on the latest information and electronic technology,
and its stress on comfort, convenience, safety and customer service, will be
cornerstones on which the marketing strategy will be built.

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Market Segmentation

Entrust Global intends to be an import company focused on clients serving a niche

market mostly consisting of Bangladesh military, private medical sector, airlines
companies. We plan to focus exclusively on these market segments as research
shows that they have such high potential that we do not see a need to expand our
market reach for the foreseeable future. Airbus aircrafts will appeal to all these
distinct groups by offering better quality service, at a higher level of safety,
comfort, and convenience at reasonable fares than currently available. Airbus
manufactures tactical and strategic airlifters, multi-role aerial tankers and
advanced combat aircraft, which can surely up the game for Bangladesh military
and improve their fleet.
Helicopters:
In Bangladesh the percentage of traveling population is increasing day by day with
the growing and rapidly changing economic and business environments. More
and more people are traveling for business, recreation and also for emergency
medical needs. To keep pace the time, the mode of conveyance is also improving.
To cater to the divergent needs of VIPs, CIPs, corporate heads, travel agents, tour
operators, medical evacuation, aerial shooting, etc. many helicopter services
offers air services to meet all the aforementioned traveling requirements and
more with total personal care. At present, 11 companies commercially operate
more than 20 helicopters.
Helicopters are also vastly used by the armed forces such as RAB (Rapid Action
Battalion) and Bangladesh Army and Air force. RAB only has Bell 407 on their fleet
and can sure use Airbus’s special military choppers like Tiger HAD, a multi-role
attack helicopter, designed to perform armed reconnaissance, air or ground
escort, air-to-air combat, ground fire support, destruction and anti-tank
warfare, day or night and in adverse conditions . The Bangladeshi air force has 58

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in service rotorcraft comprising 32 Mil Mi-8 family helicopters, 14 Bell 212s, six
Bell 206s, four Leonardo Helicopters AW139s, and two AW119s. The average age
of the fleet is 20.9 years, with the Leonardo Helicopters assets the youngest with
an average age of 2.5 years. The army, for its part, has 10 helicopters: six Mi-8
family helicopters, two Bell 206s, and two Airbus Helicopters AS365s.

Military aircrafts:

Forces Goal 2030 is a military modernization program of the Bangladesh Armed

Forces which began in 2009 and revised in 2017, designed to the capabilities of
the three services of the Bangladesh armed forces: the Army, the Navy and the
Air Force. The primary focus of the modernization program is the reformation of
the military organization, expansion of the forces, and transformation of the
indigenous defense sector to support research and manufacturing, and
acquisition of modern military weapons. To fulfill the modernization
requirements, the Bangladesh Government allocates funds exclusively for the
program in addition to defense budget, most of which is allocated for buying
fighter jets and military vehicles. The funds allocated for the program during first

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five years is estimated to be around forty-thousand crores taka (US$5.2 billion). In
the 2020-2021 fiscal year budget, 4.1 Billion USD has been allocated to the
Bangladesh Armed Forces. This is 6.13% of total budget expenditure. And 4.82
Billion USD for Armed Forces Division. Last year Bangladesh confirmed the
purchase of Apache attack helicopter from United States. With a high budget
allocated for the Bangladesh military forces, it is clear that the government is also
willing to invest in high quality aircrafts and military vehicles, which Airbus has to
offer.
Bangladesh Air Force is heard to procure 12 Su-30 SME and 32 MiG-35 fighter
aircraft for its aging Fleet. The Air Force also wants to diversify its defense
equipment sourcing and has put emphasis on procuring NATO-standard military
equipment. The Air Force is seeking to bolster its air combat capabilities through
the induction of new generation state-of-the-art multi-role combat aircraft.
Bangladesh Air Force hopes to acquire Su-30 maritime strike capable multi-role
combat aircraft and 12+ Eurofighter Typhoon. The Sukhoi Su-30 each unite cost
US$37.5 million, Mikoyan MiG-35 US$40 million & Eurofighter Typhoon cost €90
million Euro.

In The Third Bangladesh-United Kingdom Strategic Dialogue, 24 April 2019, in

Dhaka, UK expressed its readiness to support Bangladesh with the procurement
of high caliber Multi-Role Combat Aircraft alongside other modernization
programs.If everything goes well, Dhaka May go for Eurofighter Typhoon for its
main multirole fighter fleet. Typhoon supremely effective dogfighter in combat
also used in aerial reconnaissance and ground-strike missions.

Commercial Aircrafts:
The market combines a variety of elements all of which demand a higher quality
of air service than often currently available:
 Business travelers requiring convenience, reliability, speed and schedules
built around business needs.
 Government and international organization travelers.
 Personal and leisure travelers with an increasing demand for a higher level
of service and a better flying experience.
 Seasonal holiday travelers.

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Bangladesh witnessed 99 percent growth in international traffic (passengers) over
the last seven years. Biman Bangladesh Airlines, the national carrier, is being slow
in taking advantage of the aviation market growth. What usually happens is that
local airlines take 40 to 50 per cent of the passengers, while the rest of the
passengers use foreign airlines. But Biman Bangladesh is not being able to take
advantage of the growth.
Airbus predicts that by 2037, Bangladesh will need 150 aircraft to carry
passengers. Of them, 82 would be small carriers, which were only 27 in 2017.
Eight million Bangladeshis last year used Shah Jalal International Airport to travel
abroad, of whom only 2.6 million passengers availed Biman Bangladesh Airlines.
Foreign carriers like Emirates is taking full advantage by operating three flights
daily from Dhaka, carrying more than 1,000 passengers. Aviation experts say
foreign carriers are taking around 60 to 70 per cent of Bangladesh’s aviation
business, while the national carrier is running on losses for the last few months.
Biman Bangladesh has only 13 aircraft right now. Of them, 10 are Boeings. But it
does not use any Airbus aircraft. Since the condition of the present aircrafts in
Bangladesh is mostly poor and requires improvement, many high end clients
choose to travel with a more trusted airlines company which provides better
facilities, like emirates with their fleet consisting of some of the finest and most
luxurious commercial aircrafts ever produced like the Airbus A380 and the Boeing
777. Given that, if the home airlines companies can improve their fleet and
provide the passengers a better flying experience by providing better aircrafts, it
is expected that they can improve their market share and number of passengers.

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Competition
Commercial Aircrafts:

Bangladesh currently has no airbuses operating for any of the commercial airlines
companies, but has Boeing aircrafts on their fleet. So if we are to introduce
Airbuses, our competition would only be with Boeing. Bangladesh’s largest

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commercial aircraft, currently the Boeing 777-300ER has a business seating
capacity of 35 passengers only and economy seating capacity of 384 passengers.
Other large aircrafts like B 787-8 Dreamliner has 24 business seating capacity and
247 economy seating capacity. Other smaller aircrafts like B 737-800 seats 12
business class passengers and 150 economy passengers. Although seating
capacity depends mostly on the airlines company, all Airbus aircrafts generally
have higher seating capacity than those of Boeing in a similar category. Also,
Airbus aircrafts can fly to longer altitudes compared to Boeing aircrafts of similar
category. Since Boeing and Airbus are the major two players in the Commercial
Aircraft market it can be said that Airbus has slowly eaten into Boeing's share over
time. Boeing sold its 8,000th 737 aircraft in 2014, 46 years after its launch, a
benchmark that Airbus achieved just in 30 years from the launch of its A320
Family, with 8,000th sale in 2018.

In comparing the proposed carrier to its competition, which is mostly Boeing,

used by Biman Bangladesh Airlines, Regent Airways and US Bangla Airlines ,it is
important to look at those factors that determines how most travelers choose an
airline. They include the following:
 Safety
 Cost, and range of fares offered
 Destinations served
 Availability of seats
 Convenience of flight schedules

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  Frequency of flights
 Nature of flights – non-stop, direct, aircraft changes
 Availability of different classes of service
 Onboard comfort, service, meals and amenities.
 Type of aircraft, including jet or non-jet, size and speed.
 Age and condition of aircraft
 Ease and efficiency of reservations of ticketing
 Reliability and on time departures and arrivals
 Ground service
 Reliability and quality of baggage handling
 Overall reputation of airline
While no airline probably can excel in every one of these areas, the closer an
airline comes to “excellent” or at least “good” ratings in each of these key areas,
the better it will fare in its competitive standing. Given that most of the airlines
companies are rated “poor” in almost all of these areas, good quality aircrafts
from Airbus along with an experienced crew, excellent management and
maintenance system, quality control and day to day operations, the proposed
airline is expected to stand out positively in almost every regard.
The Airbus A350-900 has a maximum takeoff weight of 280 tons and seats about
325 passengers. When compared to a Boeing 777-200ER, the A350-900 is roughly
30% more fuel efficient. Commercial airlines can expect to pay about 25% less
money to operate the A350-900 than the Boeing 777-200ER. Based on these
figures, the A350-900 is one of the most efficient commercial jets on the market.
Service levels are poor in general, among both scheduled and charter carriers,
which represent a significant part of the market. By utilizing modern, safe, reliable
and cost effective Airbus, the proposed new airline will offer a far more attractive
alternative to the traveler.

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The comfort, reliability, speed and safety of the new aircraft will enable it to be
the airline of preference for virtually all business, government and organizational
travelers from both within and outside the target region when traveling to or
within the region and it also will be preferred by most leisure and personal
travelers.
Greater reliability and punctuality of the aircraft, augmented by state-of-the-art
navigational devices that permit operation under a wider range of weather and
visibility conditions will enable the airline to complete its flights, and will ensure
the least likelihood of flight cancellations, postponements and missed or late
connections.
On the basis of fares, the airline will offer highly competitive fares which, in many
cases should be below those offered by its competitors. Higher load factors,
combined with greater efficiency both in operational costs as well as reservations,
ticketing and check-in will enable the new airline to be highly competitive from
both a cost and a quality perspective, and will also enable to retain a higher
percentage of its revenue.

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In short, the local competition, except a few cases, will not represent very strong
competition to the Airbus aircrafts, and particularly in attracting the primary
market groups at which the new carrier will be aimed.

Bangladesh Commercial Airlines current fleet

Biman Bangladesh:

Passengers
In
Aircraft Orders
service Busines Primary
Economy Total
s Economy

Boeing 737-800 6 — 12 — 150 162

Boeing 777-
4 — 35 — 384 419
300ER

Boeing 787-8 4 — 24 — 247 271

Boeing 787-9 2 — 30 21 247 298

Bombardier Dash
2 5 — — 74 74
8 Q400

Total 18 5

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US Bangla:

Passengers
Aircraft In service Orders
Business Economy Total

ATR 72-600 6 4 – 72 72

Boeing 737-800 4 – 8 156 164

Boeing 737 MAX 8 – 1 TBD

De Havilland Dash
3 – – 76 76
8-400

Total 13 5

Regent Airways:

Passenger
Aircraft In Service Orders
Business Economy Total

8 156 164
Boeing 737-800 3 -
12 150 162

Total 3 -

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NovoAir

Aircraft In service Orders Passenger

ATR 72-500 7 1 72

Total 7 1 72

Military Aircrafts:
To compare fighter jets, the mostly used fighter jet by the Bangladesh military is
the Chengdu J-10, a Chinese fighter jet with a muzzle velocity of 715 m/s. It is very
cheap, costing about 35 million USD. On paper it may seem like a superfast jet,
but the Airbus fighter jet - Eurofighter Typhoon is undoubtedly a better option in
almost every aspect. The overall and Beyond Visual Range (BVR) ratings are
shown below:

EUROFIGHTER
CATEGORY CHENGDU J-10
TYPHOON
BVR Rating 75% 91%
Armament 7.5/10 8.5/10
Technology 7.5/10 8.8/10
Avionics 8.0/10 8.6/10
Maneuverability 8.6/10 9.5/10
max. 300 m/s – 60k max. 315 m/s
Rate of Climb
ft/min – 65k ft/min
Thrust/Weight 1.08 1.15
Service Ceiling 18 km – 59k ft 20 km – 65k ft
Speed 2.00 Mach 2.35 Mach
Fuel Economy 0.76 km/l – 1.79 0.68 km/l –
NM/gallon 1.60

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 NM/gallon
It is obvious that J-10 is weaker than Eurofighter, but it is lot cheaper. Western
airplanes like the Eurofighter Typhoon are miles away of eastern – the Chengdu J-
10. Western technology, avionics, fuel consumption, radars are lot better
compared to the Chinese aircrafts. Airbus uses modern high tech, advanced
technology to create a one of a kind fighter jet – the Eurofighter Typhoon,
whereas the J-10 avionics and technology is stuck in 1980s.

The Chengdu j-7

Eurofighter Typhoon

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Bangladesh military aircraft fleet:

Bangladesh Air Force:

Type Origin Class Total

Aero L-39 Albatros Czechoslovakia Jet 8

Antonov An-32 Ukraine Propeller 3

AgustaWestland AW139 Italy Rotorcraft 4

AgustaWestland AW119 Italy Rotorcraft 2

Bell 206 Long Ranger United States Rotorcraft 6

Bell 212 United States Rotorcraft 13

Chengdu F-7 China Jet 57

Hongdu K-8 China Jet 9

Let L-410 Turbolet Czechoslovakia Propeller 3

Lockheed C-130 Hercules United States Propeller 4

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 Type Origin Class Total

Lockheed Martin C-130J

United States Propeller 5
Super Hercules

Mikoyan MiG-29 Russia Jet 8

Mil Mi-17 Russia Rotorcraft 33

Nanchang PT-6 China Propeller 53

Yakovlev Yak-130 Russia Jet 16

Bangladesh Navy:
Type Origin Class Total

AgustaWestland AW109 Italy Rotorcraft 2

Dornier Do 228 Germany Propeller 2

Bangladesh Army:

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 Type Origin Class Total

Bell 206 USA Rotorcraft 2

Bramor C4EYE Slovenia UAV 36

CASA C-295W Spain Propeller 1

Cessna 152 USA Propeller 4

Cessna 208 Caravan USA Propeller 1

Diamond DA40 Austria Propeller 4

Eurocopter AS365 Dauphin France Rotorcraft 2

Mi-171Sh Russia Rotorcraft 6

Promotion Strategy
Marketing and promotion will stress on unique qualities of the airlines and the
points that set it apart from its competitors like Boeing. Strong public relations
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combined with well-placed, well designed, distinctive advertising appealing
directly to people who are the airlines prospective customers will help get the
word out.

Challenges
Infrastructure is the major challenge as firms have to focus operations on the
Dhaka Shah Jalal International Airport. Even in case of Shah Jalal Airport, the
infrastructure has to be improved as it still cannot accommodate large airlines like
the Airbus A380 and it does not yet have the permission to land here. The
Chittagong Shah Amanat Airport is yet unable to truly support the demand for the
industry, limiting the growth rate. The country has the potential to be a connector
for the far-east to the west, acting as a hub for flights along this route, but has
failed to take this opportunity. If the number of airports does not increase, the
capacity for the industry gets stuck with an upper limit.

A major disadvantage of operating in this industry is the public perception of the

safety of air travel that is deeply impacted by incidents such as the US-Bangla
crash in Nepal, which killed 51 people, in 2018. Even minor incidents such as

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delays technical issues can create a panic in passengers, ultimately affecting the
reputation of not only the airline but the industry as a whole.
The government of Bangladesh has taken this into account and has realized the
need of better infrastructure and are therefore taking necessary steps to improve.
A new terminal is already being built and improvements of the runway and
aircraft carriers are being planned.

References:
https://bdnewsnet.com/bangladesh/bdmilitary/bangladesh-air-force-to-get-eurofighter-typhoon-
sukhoi-su-30-mig-35/#:~:text=Business-,Bangladesh%20Air%20Force%20to%20get
22
%20Eurofighter%20Typhoon%2C%20Sukhoi,%2D30%20%26%20MiG
%2D35.&text=Bangladesh%20Air%20Force%20hopes%20to,cost
%20%E2%82%AC90%20million%20Euro.

 Bangladesh Air Force to get Eurofighter Typhoon, Sukhoi Su-30 & MiG-35.

https://bdnewsnet.com/bangladesh/bdmilitary/4-1-billion-usd-defense-budget-of-bangladesh-
2020-2021/

 Defense Budget of Bangladesh 2020-2021

https://en.wikipedia.org/wiki/List_of_active_Bangladesh_military_aircraft

 List of military aircrafts in Bangladesh

https://en.wikipedia.org/wiki/US-Bangla_Airlines#Fleet

 US Bangla fleet
https://en.wikipedia.org/wiki/Regent_Airways#Current_fleet

 Regent Airway’s fleet

https://en.wikipedia.org/wiki/Novoair#Fleet

 NovoAir fleet
https://en.wikipedia.org/wiki/Biman_Bangladesh_Airlines#Current_fleet

 Bangladesh Biman fleet

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