A report on Swot analysis and organizational practice of concord group.

1. Report On
SWOT Analysis
And
Organizational Practice of
Concord Entertainment Co. Ltd.

2. 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

3. 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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4. 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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5. 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 ........................................ Error! Bookmark not defined.
Reporting Relationship .................................................................................................... 8
Chain of Command ...................................................................................................... 8
Scalar Principle ......................................................................................................... 8
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6. 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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7. 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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8. CONCORD ENTERTAINMENT CO. LTD.
OVERVIEW
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. 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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9. 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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10. 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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11. ORGANIZATIONAL PRACTICE
JOB DESIGN
Each 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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12. 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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13. DEPARTMENTALIZATION
Concord 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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14. 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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15. 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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16. 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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17. COORDINATING ACTIVITIES
Very 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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18. 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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19. 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/swotanalysis-of-dell.html (collected 22/11/12)
“Mba Skool”, http://www.mbaskool.com/brandguide/mobile-handsets/446-appleiphone.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/swotanalysis-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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20. APPENDIX
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21. Reference: http://www.quality-assurance-solutions.com/swot-analysis-of-dell.html
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22. Reference: http://www.mbaskool.com/brandguide/mobile-handsets/446-appleiphone.html
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23. Reference: http://www.mbaskool.com/brandguide/fmcg/805-dove-soap.html
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24. Reference: http://www.mbaskool.com/brandguide/lifestyle-and-retail/2460-adidas.html
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25. Reference: http://talkfinanceonline.com/swot-analysis-of-facebook/
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26. REFERENCE: HTTP://WWW.QUALITY-ASSURANCE-SOLUTIONS.COM/SWOTANALYSIS-NIKE.HTML
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27. Reference: http://www.mbaskool.com/brandguide/fmcg/1122-loreal-paris.html
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28. Reference: http://www.mbaskool.com/brandguide/it-technology/652-ibm.html
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29. Reference: http://talkfinanceonline.com/swot-analysis-of-android-phone/
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30. Reference: http://talkfinanceonline.com/swot-analysis-of-nescafe/
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31. Reference: http://www.quality-assurance-solutions.com/mcdonalds-swot.html
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32. Reference: http://talkfinanceonline.com/swot-analysis-of-sony-television/
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33. Reference: http://talkfinanceonline.com/swot-analysis-on-cnn/
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34. Reference: http://talkfinanceonline.com/swot-analysis-of-indian-idol/
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35. Reference: http://talkfinanceonline.com/swot-analysis-of-google/
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