Report On

SWOT Analysis

And

Organizational Practice of

Concord Entertainment Co. Ltd.

SWOT Analysis and Organizational Practice of

Concord Entertainment Co. Ltd.

Course Title : Principles of Management

Course ID : MGT – 1307

Submitted To:

Course Instructor :

Designation :

Submitted By:

Name ID

Section :

Program : BBA

Department : Business and Economics

Date of Submission :

United International University

Letter of transmittal

December 24, 2012

Shayla Khanam

Assistant Professor, Graduate School

United International University

Dhanmondi, Dhaka

Dear Mam:

We are submitting our report entitled SWOT Analysis and Organizational Practice of

Concord Entertainment Co. Ltd. as partial fulfillment of the Principle of Management

course requirement.

The main purpose of this report is to learn about SWOT analysis by practical experience

and observing the organizing practice of a renowned company. The report shows

SWOT analysis of the company, how jobs are classified and assigned to employees,

departmentalization within the company, company’s authority distribution process and

the overall organizational practice done by the company.

We hope that this report will merit your approval.

Respectfully yours,

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Acknowledgement

First and foremost, we would like to thank to our supervisor of this project, Assistant

Professor Miss Shayla Khanam for the valuable guidance and advice. She inspired us

greatly to work in this assignment. Her willingness to motivate us contributed

tremendously to our assignment. We also would like to thank her for showing us some

chapters in our course book that related to the topic of our report. Besides, we would

like to thank the authority of United International University (UIU) for providing us with a

good environment and facilities to complete this project. In addition, we would also like

to thank Md. Azmain Rahman, Senior Executive of Marketing, who provided us valuable

information as guidance of our project. Finally, an honorable mention goes to our

families and friends for their understandings and supports which helped in completing

this report. Without helps of the particulars mentioned above, we would have faced

many difficulties while doing the report.

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Table of Contents

Executive Summary.........................................................................................................1

Concord Entertainment Co. Ltd........................................................................................2

Overview..........................................................................................................................2

SWOT ANALYSIS............................................................................................................3

Strength........................................................................................................................3

Weakness.....................................................................................................................3

Opportunity...................................................................................................................4

Threat........................................................................................................................... 4

ORGANIZATIONAL PRACTICE......................................................................................5

Job design........................................................................................................................5

Job Specialization.........................................................................................................5

Alternatives to Specialization........................................................................................5

Job Rotation..............................................................................................................5

Job Enlargement.......................................................................................................5

Job Enrichment..........................................................................................................6

Work Team................................................................................................................6

Departmentalization.........................................................................................................7

Functional Departmentalization....................................................................................7

Product Departmentalization.........................................................................................7

Reporting Relationship.....................................................................................................8

Chain of Command.......................................................................................................8

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Scalar Principle..........................................................................................................8

Unity of Command.....................................................................................................8

Narrow Span of management.......................................................................................9

Tall Organization...........................................................................................................9

Distribution of Authority..................................................................................................10

Delegation...................................................................................................................10

Problems in delegation from manager’s viewpoint..................................................10

Problems in delegation from subordinate’s viewpoint..............................................10

Centralized Authority...................................................................................................10

Coordinating Activities....................................................................................................11

Pooled Interdependence.............................................................................................11

Managerial Hierarchy..................................................................................................11

Conclusion.....................................................................................................................12

Bibliography...................................................................................................................13

Appendix........................................................................................................................14

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EXECUTIVE SUMMARY

Concord Entertainment Co. Ltd. is a sister concern of Concord Group of Companies.

Concord set up Fantasy Kingdom in 2002 in Ashulia, Dhaka. Fantasy kingdom is

Bangladesh’s first and only theme park. The main purpose of Concord Entertainment is

to provide entertainment to the tourists and people of Bangladesh.

The SWOT analysis shows that the company has a bright future even though it has a

huge debt concerning bank load but providing the increase amount of profit it will be

able to repay all its debt in no time at all. The company has tremendous opportunity

concerning various festivals. Even though there are many weaknesses which can be

overcome over time with improvement of technology. There are still no real threat which

should worry the company.

The company’s organization practice is very systematic and well organized. The

company tends to be very centralized. It gives very little authority to its employees,

which has been seen over the years and also due to the current organizational

structure. The two products of the company Fantasy Kingdom and Foy’s Lake even

though share no dependency but have impact on the overall company image and

finance. An unbroken chain of command is maintained always which maybe the reason

of various it has earned over the years.

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CONCORD ENTERTAINMENT CO. LTD.

OVERVIEWConcord Entertainment Co. Ltd. is a sister concern of Concord Group of Companies.

Concord set up Fantasy Kingdom in 2002 in Ashulia, Dhaka. Fantasy kingdom is

Bangladesh’s first and only theme park. Fantasy Kingdom Entertainment now consists

of Fantasy Kingdom, Water Kingdom, Heritage Park, Xtreme Racing go-Karting & the

Resort at Atlantis.

Another Project Foy’s Lake Entertainment Complex, is set over 350 Acres of lakes and

hills in the heart of Chittagong. It consists of Foy’s Lake Amusement World, Sea World

and Foy’s Lake Resort.

Concord’s parks are visited by over 2 million guests annually.

Fantasy Kingdom was designated a “Tourist Spot” by the Government of Bangladesh in

2002.

The main purpose of Concord Entertainment is to provide entertainment to the tourists

and people of Bangladesh.

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SWOT ANALYSIS

STRENGTH

Strong brand image and goodwill

Strong human resources

Liquid money

Own land and building

Strong marketing and sales team

Strong cash flow

Strong media backup

High possibility of getting bank loan

Event scholarship programs

No other company can create an infrastructure as big as Fantasy Kingdom and

Foy’s Lake Entertainment complex.

WEAKNESS

Lack of Electricity power

Lack of technology

Huge amount of loan

Lack of ride operators

Lack of mechanist

Rainy season

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OPPORTUNITY

The only theme park in Bangladesh

Adequate space and finance to establish new rides and infrastructures

Special selling opportunity – different seasonal cultural and religious festivals

Economical condition of people motivate people to visit more eventually

increasing sales.

THREAT

Unstable political situation

Current threat – Nondon and dream holiday park

Upcoming threat – Jamuna Future park

Foreign Entertainment parks

Government Tax increase may discourage potential customers from spending

money on entertainment purpose.

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ORGANIZATIONAL PRACTICE

JOB DESIGNEach job has its own priorities and responsibilities, skill level needed for well

performance, the level of desired specialization and the education background needed

to carry out the tasks.

JOB SPECIALIZATION

Overall tasks of the organization is broken down and divided into smaller parts to

achieve the ultimate goal in an easier way.

ALTERNATIVES TO SPECIALIZATION

JOB ROTATION

Employees are moved from one task to another periodically to get accustomed to

various jobs and to get satisfaction by performing challenging jobs from time to time.

JOB ENLARGEMENT

Those employees who are well capable of performing jobs at hand are given more tasks

to increase the satisfaction level of the employees but often times it is noticed that job

enlargement dissatisfied employees since adequate salary is not provided.

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JOB ENRICHMENT

Employees are seldom provided with decision making authority and control over the job

since almost all the decisions come from the top level managers.

WORK TEAM

Annual Scholarship program and branding from time to time is usually done by a work

team.

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DEPARTMENTALIZATIONConcord Entertainment uses Functional departmentalization.

FUNCTIONAL DEPARTMENTALIZATION

Concord Entertainment is categorized into different functional departments – Marketing,

Finance and accounts, food and beverage, ride maintenance, security and creative

department. The marketing department of Concord Entertainment has sales, customer

service, event, promotion and branding departments.

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REPORTING RELATIONSHIP

CHAIN OF COMMAND

Clear and distinct lines of authority are present in the company ranging from bottom

level managers to top level managers and board of directors. The chain of command is

strictly maintained.

SCALAR PRINCIPLE

There is a clear and unbroken line of authority that extends from lowest to highest

position in the organization.

UNITY OF COMMAND

Unity of command is not maintained, since scalar principal is present as an alternative

to unity of command and also because the company is too big to maintain a unity of

command.

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NARROW SPAN OF MANAGEMENT

The company uses a narrow span of management event though the office building is

divided between different departments and easier to work with employees of similar

departments.

TALL ORGANIZATION

The narrow span of management results in a tall organization. There is more

requirement of interaction, tasks are not always repeated and challenging jobs are given

frequently, more problems occur due to challenges faced in the jobs and there is very

less freedom of subordinates.

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DISTRIBUTION OF AUTHORITY

DELEGATION

Many times the major parts of the job are done by subordinates so that more work can

be done and manager can be where he is needed the most. Delegation is especially

exercised during concerts held at Fantasy Kingdom and Foy’s Lake Entertainment

Complex.

PROBLEMS IN DELEGATION FROM MANAGER’S VIEWPOINT

Managers are less interested to delegate power but huge amount of work forces them

to delegation. Managers can not always rely upon the subordinate’s ability to perform

the job properly. There is a certain uneasiness concerning the skill of subordinate which

may eventually become a threat to the position of the manager.

PROBLEMS IN DELEGATION FROM SUBORDINATE’S VIEWPOINT

Possibility of reward is far less that expectation.

CENTRALIZED AUTHORITY

A centralized authority is maintained in the company. The past history also provides

adequate information of the company being centralized. The business environment is

certain and almost all the decisions are costly concerning installment of very expensive

rides and machineries.

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COORDINATING ACTIVITIESVery less Coordination between Fantasy Kingdom and Foy’s Lake is maintained

because each department is very less interdependent.

POOLED INTERDEPENDENCE

Fantasy Kingdom and Foy’s Lake is not depended on each other but the over all

performance of these two departments ultimately affects the company.

MANAGERIAL HIERARCHY

The general manager is in charge of coordination. He alone maintains the link between

Fantasy Kingdom and Foy’s Lake.

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CONCLUSION

Concord Entertainment Co. Ltd is very centralized thus gives very little authority to its

employees. The satisfaction of employees largely depends upon the authority received

and a lack of certain authority often times leads to an unsuccessful deal with a client. It

is observed that the employee turn over has increased over the years. Employee

dissatisfaction also is the result of so little authority provided that working becomes

troublesome. The negligence of providing subordinates with authority may not have a

great impact at present but it may become an issue in the near future.

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BIBLIOGRAPHY

Griffin, Ricky, Management, Houghton Mifflin Company: USA, 2009

“Concord”, http://concordgroup.net/#about-us (collected 12/12/12)

“Concord”, http://concordgroup.net/#entertainment&hospitality (collected 12/12/12)

“Quality Assurance Solutions”, http://www.quality-assurance-solutions.com/swot-

analysis-of-dell.html (collected 22/11/12)

“Mba Skool”, http://www.mbaskool.com/brandguide/mobile-handsets/446-apple-

iphone.html (collected 22/11/12)

“Talk Finance Online”, http://talkfinanceonline.com/swot-analysis-of-facebook/ (collected

22/11/12)

“Quality Assurance Solutions”, http://www.quality-assurance-solutions.com/swot-

analysis-nike.html (collected 22/11/12)

“Mba Skool”, http://www.mbaskool.com/brandguide/fmcg/1122-loreal-paris.html

(collected 22/11/12)

“Talk Finance Online”, http://talkfinanceonline.com/swot-analysis-of-android-phone/

(collected 22/11/12)

“Talk Finance Online”, http://talkfinanceonline.com/swot-analysis-of-nescafe/ (collected

22/11/12)

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APPENDIX

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Reference: http://www.quality-assurance-solutions.com/swot-analysis-of-dell.html

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Reference: http://www.mbaskool.com/brandguide/mobile-handsets/446-apple-iphone.html

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Reference: http://www.mbaskool.com/brandguide/fmcg/805-dove-soap.html

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Reference: http://www.mbaskool.com/brandguide/lifestyle-and-retail/2460-adidas.html

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Reference: http://talkfinanceonline.com/swot-analysis-of-facebook/

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REFERENCE: HTTP://WWW.QUALITY-ASSURANCE-SOLUTIONS.COM/SWOT-

ANALYSIS-NIKE.HTML

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Reference: http://www.mbaskool.com/brandguide/fmcg/1122-loreal-paris.html

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Reference: http://www.mbaskool.com/brandguide/it-technology/652-ibm.html

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Reference: http://talkfinanceonline.com/swot-analysis-of-android-phone/

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Reference: http://talkfinanceonline.com/swot-analysis-of-nescafe/

27 | P a g e

Reference: http://www.quality-assurance-solutions.com/mcdonalds-swot.html

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Reference: http://talkfinanceonline.com/swot-analysis-of-sony-television/

29 | P a g e

Reference: http://talkfinanceonline.com/swot-analysis-on-cnn/

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Reference: http://talkfinanceonline.com/swot-analysis-of-indian-idol/

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Reference: http://talkfinanceonline.com/swot-analysis-of-google/

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