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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

Cour...
Letter of transmittal
December 24, 2012
Shayla Khanam
Assistant Professor, Graduate School
United International University...
Acknowledgement
First and foremost, we would like to thank to our supervisor of this project, Assistant
Professor Miss Sha...
Table of Contents
Executive Summary .........................................................................................
Unity of Command .................................................................................................... 8
Na...
EXECUTIVE SUMMARY
Concord Entertainment Co. Ltd. is a sister concern of Concord Group of Companies.
Concord set up Fantasy...
CONCORD ENTERTAINMENT CO. LTD.
OVERVIEW
Concord Entertainment Co. Ltd. is a sister concern of Concord Group of Companies.
...
SWOT ANALYSIS
STRENGTH


Strong brand image and goodwill



Strong human resources



Liquid money



Own land and bui...
OPPORTUNITY


The only theme park in Bangladesh



Adequate space and finance to establish new rides and infrastructures...
ORGANIZATIONAL PRACTICE
JOB DESIGN
Each job has its own priorities and responsibilities, skill level needed for well
perfo...
JOB ENRICHMENT
Employees are seldom provided with decision making authority and control over the job
since almost all the ...
DEPARTMENTALIZATION
Concord Entertainment uses Functional departmentalization.

FUNCTIONAL DEPARTMENTALIZATION
Concord Ent...
REPORTING RELATIONSHIP
CHAIN OF COMMAND
Clear and distinct lines of authority are present in the company ranging from bott...
NARROW SPAN OF MANAGEMENT
The company uses a narrow span of management event though the office building is
divided between...
DISTRIBUTION OF AUTHORITY
DELEGATION
Many times the major parts of the job are done by subordinates so that more work can
...
COORDINATING ACTIVITIES
Very less Coordination between Fantasy Kingdom and Foy’s Lake is maintained
because each departmen...
CONCLUSION
Concord Entertainment Co. Ltd is very centralized thus gives very little authority to its
employees. The satisf...
BIBLIOGRAPHY
Griffin, Ricky, Management, Houghton Mifflin Company: USA, 2009
“Concord”, http://concordgroup.net/#about-us ...
APPENDIX

14 | P a g e
Reference: http://www.quality-assurance-solutions.com/swot-analysis-of-dell.html
15 | P a g e
Reference: http://www.mbaskool.com/brandguide/mobile-handsets/446-appleiphone.html
16 | P a g e
Reference: http://www.mbaskool.com/brandguide/fmcg/805-dove-soap.html
17 | P a g e
Reference: http://www.mbaskool.com/brandguide/lifestyle-and-retail/2460-adidas.html
18 | P a g e
Reference: http://talkfinanceonline.com/swot-analysis-of-facebook/
19 | P a g e
REFERENCE: HTTP://WWW.QUALITY-ASSURANCE-SOLUTIONS.COM/SWOTANALYSIS-NIKE.HTML
20 | P a g e
Reference: http://www.mbaskool.com/brandguide/fmcg/1122-loreal-paris.html
21 | P a g e
Reference: http://www.mbaskool.com/brandguide/it-technology/652-ibm.html
22 | P a g e
Reference: http://talkfinanceonline.com/swot-analysis-of-android-phone/

23 | P a g e
Reference: http://talkfinanceonline.com/swot-analysis-of-nescafe/

24 | P a g e
Reference: http://www.quality-assurance-solutions.com/mcdonalds-swot.html
25 | P a g e
Reference: http://talkfinanceonline.com/swot-analysis-of-sony-television/
26 | P a g e
Reference: http://talkfinanceonline.com/swot-analysis-on-cnn/
27 | P a g e
Reference: http://talkfinanceonline.com/swot-analysis-of-indian-idol/
28 | P a g e
Reference: http://talkfinanceonline.com/swot-analysis-of-google/
29 | P a g e
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Report on Swot and Organizational Practice

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  1. 1. Report On SWOT Analysis And Organizational Practice of Concord Entertainment Co. Ltd.
  2. 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. 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, I|Page
  4. 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. II | P a g e
  5. 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 III | P a g e
  6. 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 IV | P a g e
  7. 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. 1|Page
  8. 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. 2|Page
  9. 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 3|Page
  10. 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. 4|Page
  11. 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. 5|Page
  12. 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. 6|Page
  13. 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. 7|Page
  14. 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. 8|Page
  15. 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. 9|Page
  16. 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. 10 | P a g e
  17. 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. 11 | P a g e
  18. 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. 12 | P a g e
  19. 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) 13 | P a g e
  20. 20. APPENDIX 14 | P a g e
  21. 21. Reference: http://www.quality-assurance-solutions.com/swot-analysis-of-dell.html 15 | P a g e
  22. 22. Reference: http://www.mbaskool.com/brandguide/mobile-handsets/446-appleiphone.html 16 | P a g e
  23. 23. Reference: http://www.mbaskool.com/brandguide/fmcg/805-dove-soap.html 17 | P a g e
  24. 24. Reference: http://www.mbaskool.com/brandguide/lifestyle-and-retail/2460-adidas.html 18 | P a g e
  25. 25. Reference: http://talkfinanceonline.com/swot-analysis-of-facebook/ 19 | P a g e
  26. 26. REFERENCE: HTTP://WWW.QUALITY-ASSURANCE-SOLUTIONS.COM/SWOTANALYSIS-NIKE.HTML 20 | P a g e
  27. 27. Reference: http://www.mbaskool.com/brandguide/fmcg/1122-loreal-paris.html 21 | P a g e
  28. 28. Reference: http://www.mbaskool.com/brandguide/it-technology/652-ibm.html 22 | P a g e
  29. 29. Reference: http://talkfinanceonline.com/swot-analysis-of-android-phone/ 23 | P a g e
  30. 30. Reference: http://talkfinanceonline.com/swot-analysis-of-nescafe/ 24 | P a g e
  31. 31. Reference: http://www.quality-assurance-solutions.com/mcdonalds-swot.html 25 | P a g e
  32. 32. Reference: http://talkfinanceonline.com/swot-analysis-of-sony-television/ 26 | P a g e
  33. 33. Reference: http://talkfinanceonline.com/swot-analysis-on-cnn/ 27 | P a g e
  34. 34. Reference: http://talkfinanceonline.com/swot-analysis-of-indian-idol/ 28 | P a g e
  35. 35. Reference: http://talkfinanceonline.com/swot-analysis-of-google/ 29 | P a g e

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