How Fantasy Kingdom Became Bangladesh's Leading Theme Park and Can Remain on Top

“Theme Park; What Made Fantasy Kingdom Market
Leader in the Entertainment Industry of Bangladesh
and the Opportunities it has in the Future to Stay in
this Position”
[Document subtitle]

i
An Internship Report on,
“Theme Park; What Made Fantasy Kingdom Market Leader in
the Entertainment Industry of Bangladesh and the Opportunities it
has in the Future to Stay in this Position”
Supervised by,
Moushumi Haque
Lecturer
Department of Business Administration
NOTRE DAME UNIVERSITY BANGLADESH
Prepared by,
Syed Taqvir Zaman
Id# 2-15010122
Session: 2015-2019
Major Stream: Marketing.
Department of Business Administration.
NOTRE DAME UNIVERSITY, BANGLADESH
Date of Submission
January, 2019

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Letter of Transmittal
January, 2019
The Supervisor
Moushumi Haque
Lecturer
Department of Business Administration
Notre Dame University Bangladesh.
Subject: Submission of the report on “Theme Park; What Made Fantasy Kingdom
Market Leader in the Entertainment Industry of Bangladesh and the Opportunities it
has in the Future to Stay in this Position”
Dear Mam,
With due respect, I want to thank you for assigning me the topic titled “Theme Park; What
Made Fantasy Kingdom Market Leader in the Entertainment Industry of Bangladesh and the
Opportunities it has in the Future to Stay in this Position”. I have really enjoyed the various
steps preparing the report. I have made a hard works and have also collected different data from
different respondents. I think this report enriches our practical knowledge.
There may be some mistakes. I think the mistakes in the report will be kindly excused. I gave
my best to prepare this report & I hope that this report will meet your expected standard. I will
be always available for further inquiry & clarification regarding this report. So Mam, I am
requesting you to accept my report with my honor.
With thanks and best regards.
Sincerely yours,
Syed Taqvir Zaman
ID# 2-15010122
Session: 2015-2019
Notre Dame University Bangladesh

iii
Bonafide Certificate
This is to certify that Syed Taqvir Zaman, ID# 2-15010122, student of Notre Dame University
Bangladesh of BBA program has completed this internship on “Theme Park; What Made
Fantasy Kingdom Market Leader in the Entertainment Industry of Bangladesh and the
Opportunities it has in the Future to Stay in this Position” and submitted the report for the
award of the degree of Bachelor of Business Administration (BBA), major in Marketing,
successfully under my supervision.
To the best of my knowledge and as per his declaration the report is inauthentic work and has
not been submitted to anywhere for awarding any degree.
He is permitted to submit the internship report and wish his best success and prosperity.
-----------------------------------
Moushumi Haque
Lecturer
Department of Marketing

iv
Acknowledgement
This successful accomplish report has been made possible for number of people, especially
those who has given their valuable time, share their thoughts & also given suggestions to write
down & improve this report. At the very beginning, I would like to give thanks to Almighty
Allah for giving me strength to make this report & ability to finish this task within the scheduled
time.
I also want to give thanks to my supervisor Mrs. Moushumi Haque for providing all the
guideline & supporting me to prepare this report. It could not have been possible to make this
report without her proper guideline.
I am also very grateful to my office supervisor Mr Arif Nowshad, Sr. Manager, Sales &
Marketing of Concord Entertainment Company Ltd, who has given me his valuable time &
provided me with necessary information to complete this report successfully. I am much
honored to work in this organization under his supervision.
Last but not least, I would also express heartfelt gratitude to Iftekhar Sarwar Emon, Assistant
Manager, Sales & Marketing, Concord Entertainment Company Limited, who always
supported me in all ups and downs throughout the internship period. Also I would like to thank
other employees and staffs who have helped me in making this report a successful one.
Syed Taqvir Zaman
ID# 2-15010122
Session: 2015-2019

v
.
This modern world has given us many things to entertain our mind. Theme Park is one of
them. A theme park is basically an amusement park with a unifying setting or idea. People
visit theme parks with their friends and family to have a good time. In Bangladesh the first
state of the art theme park is Fantasy Kingdom Complex, which is a project of Concord
Group of Companies. The idea of opening a theme park in Bangladesh was the brain child
of a renowned business tycoon S.M. Kamaluddin, Chairman of Concord Group of
Companies. Concord Group of Companies have many business ventures. One of them is
Fantasy Kingdom Complex. It is run by Concord Entertainment Company. Fantasy
Kingdom Complex started its journey in 2002. After the inception the theme park never had
to look back as it steamed forward with quality services. Also it was identified as a “Tourist
Spot” by the government of Bangladesh, which was a massive achievement for the park.
Overall the park is in great shape and moving forward very fast. But since its inception it
has not been updated much. Although Fantasy Kingdom Complex has offered new
opportunities, such as “Xtreme Racing”, which is the first and the only one go kart racing
spot in Bangladesh, they didn’t updated their rides much. As the time flows lots of new
opponents are coming to the spot light. I studied about this gaps and made some assumption
based on this gaps. Also I studied their marketing procedures, how they managed to stay at
the top while there were other competitors. Fantasy Kingdom follows both direct and
indirect sales procedure to sell their services to the customers. Moreover, as a part of
Integrated Marketing Communication (IMC) strategy they follow advertisement, direct
marketing, indirect Marketing, special occasions promotion, sales promotions and various
campaigns. This all activities sum up to successful business organization. In this report I
further studied about its operations, gather different knowledge to find what made Fantasy
Kingdom Complex market leader in its Entertainment segment. When I found out all the
variables which made this Fantasy Kingdom leader in the segment, question arrives that
whether they will be able to hold this position in the future. And to find it out, I gathered
information from customers and analyzed it to demonstrate their future position. After
careful observation, it seems that Fantasy Kingdom Complex is the market leader in its
segment and will still be in the top if the organization capitalize of some pressure points of
market strategy.
Executive Summary

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Table of Content
Chapter 01: Introduction
Sl. No. Contents Page No.
1.1 About the Entertainment Industry 02
1.2 Objective 02
1.3 Scope of the Study 03
1.4 Research Methodology 03
1.5 Limitations 04
Chapter 02: Company Background
2.1 Background of The Concord Group of Companies 06-07
2.2 Vision 07
2.3 Mission 07
2.4 Services of Concord Entertainment Company Ltd. 07-09
2.5 Major Functions of Concord Entertainment Company Ltd. 10
2.6 Functional Department of Concord Entertainment Company Ltd. 10-11
2.7 Marketing Strategies of Concord Entertainment Company Ltd. 11-13
2.8 Sales Promotion and Sales Volume 13-14
2.9 Market Segment 14
2.9.1 Steps of Maintaining Sales Performance 15
2.9.2 Organizational Structure 15-16
2.9.3 Job Responsibilities as an Intern 17-18
Chapter 03: Competitors Analysis
3.1 Competitors of Concord Entertainment Company Ltd 20-21
3.2 SWOT Analysis of Fantasy Kingdom Complex 21-22
Chapter 04: Theoretical Aspects
4.1 Theoretical Background 24
4.2 The Five Forces Model working behind the Concord Entertainment
Company Ltd.
25-26

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4.3 Growth Strategy Matrix in Terms of Concord Entertainment
Company Ltd.
26-27
Chapter 05: Data Analysis
5.1 Data Collection and Analysis 29-43
Chapter 06: Findings & Recommendation
6.1 Findings 45
6.2 Recommendations 46
Chapter 07: Conclusion, References and Appendix
Conclusion 48
References 49
Appendix 50-51

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1.1. About the Entertainment Industry
In the age of modern civilization, human beings are now busier than ever before. It’s their hard
work that has enabled our world to become more developed and mechanized. But in this
business, sometime a person forget about his own entertainment. Entertainment is one of the
most crucial part of wellbeing. It helps a person to forget about his boredom and find joy in his
work. To do so, Amusement / Theme Park was born. The first idea of amusement park came
when In 1897, Sea Lion Park joined by Steeplechase Park, the first of three major amusement
parks that would open in the Coney Island area. This was the beginning of an era which
introduced the entertainment industry to the world. Since then it was like an art which was
becoming a masterpiece. All over the world, many new parks opened and started their
operations. In 1946, it was marked as the birth year of modern Theme park, Santa Claus Land
located in Santa Claus, Indiana. After that it was an evolution in the entertainment industry.
In recent ages, our world has seen many remarkable Theme and Amusement parks. This was
bold as well as very much thrilling. At present the most amazing and popular theme park is the
Walt Disney at Orlando, Florida. It was founded in 1965. Also another popular theme park is
Universal Studio at Florida, which was opened in 1990.
In our country, the only state of the art theme park is the “Fantasy Kingdom Complex”. It is a
project of Concord Group of Companies. As being the only international standard theme park,
it is very much popular among all sorts of people. The rides in the fantasy Kingdom Complex
is state of the art as the rides were designed and made by the Germany and French based
companies. Also it is well maintained.
The sole purpose of this theme park is to maintain its performance. And increase its profit by
introducing upgraded rides.
1.2. Objective
 To know the marketing procedure of Fantasy Kingdom Complex
 To understand Fantasy Kingdom Complex’s market position
 To know the performance of Fantasy Kingdom Complex’s from customers perception
 To analyze the opportunities of Fantasy Kingdom Complex.

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1.3. Scope of the Study
This is a report mainly to understand the whole concept of entertainment industry and how
fantasy kingdom in flourishing in this sector. At present Concord Entertainment is the only
group of company which has introduced theme park in Bangladesh. Although there are other
theme parks in this country but they are not even near of Fantasy Kingdom Complex. Its
because of their strict management and corporate exposure. Within this three months I tried my
best to gather all the information needed to make this report a complete one. I was able to
salvage different type of data from the companies’ data base. Also the employees helped me
by giving precious information. Besides this I had to collect other data from primary and
secondary sources. This report will mostly emphasize on marketing strategies of Fantasy
Kingdom Complex, and its activities to stay at the top position.
1.4. Research Methodology
The study requires a systematic procedure from selection of the topic to presentation of the
final report. To perform the study, the data sources were to be identified and collected; to be
classified, analyzed, interpreted and presented in a systematic manner and key points were to
be found out. The overall process of methodology has been given as below:
 Selection of the Topic: The topic of the study was selected by the respected supervisor.
While assigning the topic necessary recommendations and suggestions were provided by
the supervisor to successfully complete this report
 Methodology: For the current study, descriptive researches have been conducted. Because
the primary objective of the study is to emphasize on marketing strategies of Fantasy
Kingdom Complex, and its activities to stay at the top position.
 Sampling Technique: Simple Random Sampling.
 Sample size: Related concerned Persons-5 or 6, Cosumers-50+/-.
 Data Collection Method: Basically, the data for my report were collected from two very
important sources. One of them is primary source and another one is secondary source.
Primary Source: Personal interviewing with Sales Managers, related persons and service
taker/consumers. Secondary Source: Annual reports, Articles, Website etc
 Classification, analysis, interpretations and presentation of data: Some charts were
used in this report for analyzing the collected data and to classifying those to interpret them
in a clear and understandable manner.

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1.5. Limitations
While conducting my report I have faced different types of problems, which have disrupted
some of my works regarding the research. Some of the limitations which I have faced are,
a. Personal biasness of the employees at the time of collecting primary data.
b. It was slightly difficult for me to collect the primary data, as all the customers did not
co-operate equally.
c. Due to confidentiality policy of the company, I could not salvage much information out
of the company..
d. Secondary data was scares.
e. Sometime I could not schedule weekly meeting with my university supervisor due to
tight schedule in office.

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Company Background
CHAPTER 2

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2.1. Background of the Concord Group of Companies
Concord Group of Companies started its journey from (concordgroup) 1972 as an Engineering
and Construction firm and now it is one of the largest Construction and Entertainment
Company in Bangladesh. Concord Group was established by S.M. Kamaluddin a Bangladeshi
entrepreneur with an aim to improve the quality of life of the people of our country. Moreover,
their quality work and dedication in the sector helped them to won some of the most challenging
projects in Bangladesh. Which consists of some iconic landmark in Bangladesh, such as the
National Monument “Sriti Shoudho”, Hazrat Shahjalal International Airport, etc. Beside this
Concord has done more than 500 well known projects which are basically commercial,
residential and government projects. In total Concord has worked more than 1000 projects
around the country. To spread their business in every sector of business they increased their
reach by introducing new types of business all around. Those are,
 Concord Engineers & Construction Ltd.
 Concord Real Estate & Building Products Ltd.
 Concord Real Estate & Development Ltd.
 Concord Condominium Ltd.
 Concord City Development Ltd.
 Concord Consortium Ltd.
 Concord Lands Ltd.
 Concord Ready-mix and Concrete Products Ltd.
 Concord Architects and Engineers Ltd.
 Concord Architects and Interior Decor Ltd.
 Concord Pre stressed Concrete and Block Plant Ltd.
 Concord Entertainment Co. Ltd.
 Concord Fashion Export Ltd.
 Concord Communication Co. Ltd.
 Jeacon Garments Ltd.
Concord Entertainment Co. Ltd is a part of Concord Group of Companies which was founded
by the chairman S. M. Kamaluddin in 2002. The main idea of creating this was to make a theme
park for the recreation of people of our country. They have successfully worked on some
project like Fantasy Kingdom, Water Kingdom, Heritage Park, Resort Atlantis, Foy’s Lake
Concord, Sea World and Foy’s Lake Resort. Each park is created in a different way based on
a unique theme. These theme parks are really attracting to the people of our country because
of recreation and entertainment purpose. Moreover, within a very few time these theme parks
got popularity among the people of our country. Basically these theme parks are popular
because of entertaining rides and other facilities. In which some of the rides are directly
imported from Germany and France. Furthermore, in these places they can also arrange big
picnic packages and conference for corporate people and for these facilities it is getting much
more customers now a day. Also they have two world class resorts for the clients and people
really like to enjoy their time in these resorts because of different facilities. Concord

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Entertainment Co. Ltd also arranges different programs in special occasions and CSR activities
for giving people a chance for better leisure time.
2.2. Vision
The vision of Concord Group of Companies is the improvement of the quality of life of the
people of our country. However, the vision Concord Entertainment Co. Ltd is relentlessly
provide innovative and authentic entertainment facility to the people of Bangladesh.
2.3. Mission
Basically the mission of Concord Group of Companies is to become the best company in the
development and entertainment industry of our country. They want to fulfill the need of their
customers by developing better product, service and entertainment. Which reflects into their
works where they always bring out the best and creative art form through their hard working.
Moreover, the mission of Concord Entertainment Co. Ltd is to maintain number one position
among future's high-class entertainment parks.
2.4. Services of the Concord Entertainment Company Ltd.
Services provided by the Concord Entertainment Co. Ltd is basically for the purpose for
recreation and entertainment of people of our country. And to do so, they have created some
projects, those are,
 Fantasy Kingdom (19th February, 2002)
 Heritage Park (13th January, 2005)
 Water Kingdom (17th June, 2005)
 Foy’s Lake Concord (12th November 2004)
 Sea World Concord (31st August, 2007)
 Resort Atlantis (7th July, 2007)
 Foy’s Lake Resort (17th January, 2009)
However, the main two products of the company are the largest entertainment parks and those
Are,
1. Fantasy Kingdom Complex
2. Foy’s Lake Concord
These two parks consists of different rides and open spaces where different people of different
ages can come and enjoy their leisure time. Besides amusement there are two different resorts.
One in Ashulia, inside Fantasy Kingdom Complex, and the other one is in Chittagong, inside
Foy’s lake. Both resorts provide quality room services to the customers. Also customers can
choose room types from different price tags.

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The details about their service are given in below:
 Fantasy Kingdom Complex
It is the first world class theme park in Bangladesh and it was built in 2002 in Ashulia. The
Fantasy kingdom entertainment complex now consists of Fantasy Kingdom, Water Kingdom,
Heritage Park, Xtreme Racing & the Resort Atlantic. Fantasy Kingdom was designated a
"tourist sport" by the government of Bangladesh in 2002. Another addition to Concord
Entertainment is the Foy's Lake. The Foy's, lake entertainment complex is set over 350 acres
of beautiful lakes & hills in the hearts of Chittagong. It consist Foy's lake amusement world,
Sea World and Foy's lake resort. The landscape and the look of the parks exude an ancient but
colorful world. The main entrance of the parks is the biggest of its kind in the subcontinent.
Inside the park gardens, fountains, statuettes, pillars and walkways radiate the lost look of the
kingdom. The overall look of the park has an alluring charm. Concord's parks are visited by
over 2 million guests annually.
The services of Fantasy Kingdom Complex are given in below:
Sl.
No.
Name of the Theme parks Rides and other
services
Restaurants
1. Fantasy Kingdom
Giant ferries wheel,
Zuzu train, Bumper
car, Vortex tunnel,
Magic carpet, Roller
coaster, Santa Maria,
3D cinema, Giant
splash, Bumper boat
Ashulia Castle
Water Café
Lia Restaurant
2. Water Kingdom
Wave pool, Slide
world, Family pool,
Tube slide, Multi
slide, Lazy river
Aqua Restaurant
3. Heritage park
Coffee cup, Family,
roller coaster, Pirate
ship, Family train,
Dry slide, Paddle
boat, Battery car,
Igloo house
Lalbagh Restaurant
4. Xtreme Racing
Sodi Kart-10 nos, J&J
Kart-8 Nos, Billiard
Food Corner
5. Resort Atlantis
Economy, Deluxe,
Exclusive Delux
Aqua Restaurant

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 Foy’s Lake Concord:
Foy’s Lake Concord is situated in Chittagong. This theme park is the most beautiful one among
the two of this. Because of its position. The whole park is full of small hills and lakes which
makes it a perfect place to hang around. Moreover, Sea World Water Park and Foy’s Lake
Resort are also a part of this theme park.
The services of Foy’s Lake Concord are given in below:
Sl. No.
Name of the
Theme parks
Rides and other
services Restaurants
1.
Foy’s Lake Theme
Park
Ferris wheel,
Durbin, Family
roller coaster,
Bumper boat,
Yellow dry slide,
Red dry slide,
Speed boat,
Big boat, Paddle
Boat, Battery Boat,
Racing Boat,
Sampan
Pirate ship.
Lake view
restaurant
2.
Sea World Water
Park
Wave pool, Slide
pool, Family pool,
Multi slide,
Waterfall, Doom
slide, Dancing zone
Resort Restaurant
3. Foy’s Lake Resort
Superior(10),
Deluxe (10), Super
Deluxe(12),
Suite(4),
Honeymoon
Chalet(3), Gold(4),
Platinum (4)
Resort restaurant

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2.5. Major functions of Concord Entertainment Company Ltd.
Major function of Concord Entertainment Company as the name reflects is to create
recreational opportunities for the people. There are other recreation centers around the country
but most of them are below international standard, also the areas are congested and rides are
out dated. To fill this gap Concord Entertainment started its business by opening Fantasy
Kingdom Complex, the first theme park of Bangladesh. Subsequently, the company built other
parks based on different themes to attract all types of people.
Two major functions of Concord Entertainment Company are as follows-
 Providing outdoor recreation for all ages of people by creating and maintaining Fantasy
Kingdom.
 Providing indoor recreation especially for young children by creating and maintaining
Fantasy World.
2.6. Functional departments of Concord Entertainment Company
Concord Entertainment Company is comprised of three departments-
1. Marketing & Sales Department
2. Operation Department
3. Account Department
1. Marketing & Sales Department
The whole business activities of Concord Entertainment Company is being conducted from
this department. From arranging programs to acquiring sponsorship, all the functions take place
here. All major decisions are taken from here after being discussed by three experienced
managers and being headed by highly qualified and high experienced one Head of Marketing.
2. Operation Department
Operation Department located in each park of Concord Entertainment Company Ltd., it is in
charge of maintaining the park under the order and guidance of Marketing Department. General
Manager of operations is in the charge of supervising the entire park activity from ride
operations to the cleanliness of the park. The chief engineer of the Operation Department
ensures that all the rides are functioning properly and safely.
3. Accounts Department
Located in the corporate office, this department keeps records of all the earnings and
expenditure of the Concord Entertainment Company. Salary of all the staffs of the Concord
Entertainment company is being drawn from here.

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2.7. Marketing Strategies of Concord Entertainment Company Ltd.
I. Market Positioning
Before establishing a business every organization have to position itself into the market by
conducting market research and using other sorts of marketing tools. Concord Entertainment
Company Limited has done that. Also by understanding their current position they used the
gaps in the industry and capitalized onto that to become the market leader. The Competitive
positioning of the company is given below,
 Concord Entertainment Co. Ltd.
 Nandan Park.
 Jamuna Amusement Park.
 Shyamoli Shishu Mela.
 National Shishu Park.
Also to bring more customer in, Concord Entertainment Company Ltd. Follows both pull and
push marketing strategy.
They use pull marketing strategy on general people, where they just create their product
awareness through different means of advertisement. Also the use push marketing strategy to
the corporate and educational clients so that they might feel interested in arranging program at
Fantasy Kingdom Complex.
II. Target market
Basically the whole park is designed in such a manner so that it can accommodate people of
all ages. Young people can enjoy different rides as well as the kids. As the whole park consist
of an area of almost 20 acres, there are plenty of places to take rest and have some snacks.
Besides all the rides and fun part, there are prayer rooms and hall rooms for much bigger
occasions. Concord Entertainment has closely emphasized on this aspects and was able to
target all sort of people.
III. Positioning
Fantasy Kingdom Complex as the first and only theme park in Bangladesh captured a good
position in the minds of young people. It is because of the world class park facilities and

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friendly environment. For this reason Bangladesh government has awarded this place as
“Tourist Spot”, which is a big achievement for the park
IV. Integrated Marketing Communication
IMC is an approach to achieving the objectives of a marketing campaign, through a well-
coordinated use of different promotional methods that are intended to reinforce each other. The
marketing division of Concord Entertainment Company Ltd.is always at the top when it comes
to the IMC. They follow the IMC tools and work accordingly to maintain a steady growth in
line of development.
1. Advertisement: The most important part of IMC for Concord Entertainment Company Ltd.
is advertising. It is the advertising through which Concord Entertainment Company Ltd. lets
people know about their offers and events.
 Concord Entertainment Company Ltd. gives print ADs to the top newspapers in
Bangladesh in a regular basis.
 Concord Entertainment Company Ltd. has made interesting TVCs which are shown on
top TV channels in Bangladesh. But TVCs are not used frequently.
 Another frequently used form of advertising is the bill boards. Concord Entertainment
Company Ltd. has a lot of bill boards around the Dhaka city. The bill boards are updated
regularly.
 Also different types of ADs given on radios. As the FM radio industry has boomed
recently, so it has become a popular way to let people know about things.
 Now, Concord Entertainment Company Ltd follows a new mean of advertising which
is fully digitalized. The marketing department works closely with different digital
marketing firms and gives many advertisements on Facebook and other online portals.
2. Direct marketing: Direct marketing is the second important way of IMC in Concord
Entertainment Company Ltd. Especially to capture the corporate clients' direct marketing is
exercised. The sales force of Concord Entertainment Company Ltd. spends most of their time
in doing that. They visit different organizations and give them customized offers to visit the
Parks of Concord Entertainment Company Ltd.. The biggest part of the revenue comes from
the corporate clients.

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3. Public relation: Public is the most important party who has to be provided with information.
Concord Entertainment Company Ltd. maintains public relation with its another venture
Concord Communications Ltd. Concord Entertainment Company Ltd. organizes press
conference before launching any new venture and event.
4. Sales promotion: Often sales promotion is exercised by Concord Entertainment Company
Ltd. in its parks. In a typical year, several times promotional price is established to boost up
the sales and revenue. Especially in off season time the promotional price is given.
2.8 Sales Promotion & Sales volume
Objectives:
 Increasing sales volume
 Building customer relationship
 Generating new business
Area of Marketing
Figure 1: Area of marketing
 Direct Marketing
Door to Door to Sale : Every day visit to different companies or organizations
Size: Visit min. 4 organizations per day/executives
Frequency: 3 months
E-mail Marketing: Sending latest promotion or offer through existing e-mail address
database.
Size: 25000
Frequency: Monthly
60
10
15
5
10
5
0
10
20
30
40
50
60
70
Direct
Marketing
Email
Marketing
Tele
Marketing
Indirect
marketing
Direct Mail Others

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Telemarketing : Follow up the existing client through telephone
Size: 2150
Frequency: Continuous
 Indirect Marketing
Press Ad : Giving press ad for picnic, regular promotion etc.
Outdoor : Make billboard with Concord Entertainment Company Ltd. facilities
TVC : Planning for TVC
RDC : Will go for radio advertisement
Campaign : Arranging a school campaign from in January'09 with every alternate
2.9. Market segment
Concord Entertainment Company Ltd has been able to segment their offers in three different
ways.
 Corporate Packages
 Educational Packages
 F&F Package.

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2.9.1 Steps to maintain proper sales performance.
 Monthly Sales target for Sales team: In each month the sales team has to fulfill a sales
target which is given by CEnCL. Basically, each employee of the sales team is assigned
with a target of sales depending on their position. Moreover, employees have to fulfill
their assigned target sales in each month and they are again assigned with another sales
target in the next upcoming month. By following this process in a continuous manner
CEnCL is able to fulfill the sales target properly every year.
 Regular Sales Meeting: In each month they arrange regular sales meeting to do proper
planning for fulfilling the sales target. Moreover, in sales meeting they also discuss
about various problems and try to find out solutions of it. They also takes record that
employees are able to fulfill their targets or not from the meeting.
 Proper sales forecasting: CEnCL tries to conduct proper sales forecasting and for that
highly experienced employees are there. They try to estimate future sales demand and
to achieve it they take proper marketing policies. Reviewing previous sales record to
estimate sales target they review previous sales record to estimate new sales target as a
result they always make a sales target which is achievable by the employees. Moreover,
reviewing previous sales target and making new one helps them to exceed the previous
target.
 Ensure Customer satisfaction and retaining old customers: The sales team of FKC
always ensures customer satisfaction thus they try to keep those customers in hand as a
result sales increases more. Moreover, they always try to retain their old customers
which help them to make loyal customers.
 Introduce different offers to increase sales: They also try to introduce different types
of offers to increase sales which are really effective. Most of the time, sales increases
because of these promotional offers and other facilities given by FKC. These things are
really effective for FKC to increase its sales activity and create better sales
performance.
2.9.2 Organizational Structure
Every organization follows a unique set or organizational structure. If the structure is in
efficient way then all the works and order will run in a rhythmic way. Structured organizational
command is important for any kind of organization. Sometime which can lead to organizational
success.

16
Present Organogram of Marketing Department (Head Office)
Executive Director-MKT
Honorable Chairman-
Concord Group
Managing Director-Concord Group
Vice Chairperson-Concord Group
Sr. Manager.
Sales
Sr. Manager.
Marketing
Manager.
Creative
Manager.
Business
Development
Deputy Manager.
Acc. & AdminHead of PR
&Media
Dy. Mgr/Asstt. Mgr.
(Mkt.)-V
Executive
Branding
Executive
School Campaign
Executive (Sponsor,
Promotion &
Outdoor
Executive Media
Dy.Mgr. Sales Assistant Mgr.
Sales
Sr. Exe
/Executive
Sales-(4)
Sr. Exe /
Executive
Sales-(4)
Sales
Associate
Sales-(2)
Sales Associate
Sales-(2)
Mgr. Creative
Graphic
Designer (2)
Sr. Exe/Exe
Restaurant Gym
& School -2 (1-V)
Exe
Merchandise
(V)
Sr.Executive
Accounts
Sr. Executive
Admin
Driver- 3Cleaner
Office Assistant
(3)
Figure 2: Organizational Chart of Concord Entertainment Co Ltd.

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2.9.3 Job Responsibilities as an Intern
I started my internship in Concord Entertainment Company Limited on Septembar the first,
2018 and I worked there for 3 months. During this period, I had many responsibilities which
are mostly marketing related jobs. Some of them were very tough as I was new at such an
environment. But I managed to sync to the environment within a very short time. I was working
under my supervisor and according to his instruction. I had to go to sales visit into different
corporate offices and also into different educational institutes. Basically, my main job was to
convince the clients to arrange picnic packages and also to let them know about our special
offers for picnic packages. Then, I had to make daily visit report and upload it into the private
server used by the company known as net user. Moreover, sometimes I had to fix meetings
with the clients to convince them to arrange the picnic and let them know about the price and
other things. I also had to do official job sometimes, like- entry information about clients and
make reports for my supervisor and other important task. Furthermore, I had to visit Fantasy
Kingdom when there was any arrangement for big picnic packages and monitor the program
with others in order to make it a successful program.
Some of my responsibilities are described below
 Corporate Sales Visit: My most important responsibility was to conduct corporate
sales visit to different educational institutions and corporate offices. Before going to
any office or educational isntitutions, my supervisor briefed me and selected a area to
cover. After that I went to that area and covered targeted corporate offices or
educational institutions.
 Meet with HR/Admin or other people for arranging the program: Most of the time,
I had to talk with the HR or Admin of the organization to encourage them to arrange
yearly picnic into Fantasy Kingdom. I directly discussed with them about different
offers of Fantasy Kingdom and sometimes set meetings with my supervisor with them
to arrange the program.
 Arrange sales meeting with clients: After sales visit I had to contact with the clients
and if they show any interest for arranging any programs I had to fix a meeting with
them. In that meeting I discuss about the price, food and many other issues. Then, my
supervisor sends them a program budget according to the client’s preference and if they
like the budget the picnic is arranged.

18
 Create visit report: I had to create daily visit report at a regular basis and submit it to
my supervisor. In the daily visit report I had to mention the name, designation and
feedback from the institutes I visited. Then, I also had to upload a daily visit report file
into the server.
 Create Client Database: One of the most important parts was to create a client
database. It is basically the details about all the organization I have visited and the
information of the concern person with whom I talked about the offer. After creating
client database I had to update it at a regular basis and also had to upload it into the
server.
 Visit Fantasy Kingdom Complex: If there is any big program arranged into fantasy
kingdom complex I had to go there in order to monitor the program with others to make
it successful one without any problem. Most of the time, my supervisor instructed me
before going to Fantasy Kingdom Complex. Our main job there was to look after the
clients and solve any problems if occurs. Basically, these are the major tasks I had to
do into Concord Entertainment Company Ltd under the instruction of my company
supervisor.

19
Competitors Analysis
CHAPTER 3

20
3.1 Competitors of Concord Entertainment Company Ltd
Concord Entertainment Co. Ltd is now considered as the market leader of amusement park.
After building Fantasy Kingdom Complex and Foy’s Lake Concord. It generated the highest
number of revenue from this segment comparing with their competitors.
The main competitors of Concord Entertainment Co. Ltd are
 Nandan Park
 Jamuna Amusement Park
 Shyamoli Shishu Mela
Nandan Park
It is one of the main competitors of Fantasy Kingdom as it has a huge area and a lot o rides for
getting proper recreation of mind. The price of Nandan Park is little bit cheap from Fantasy
Kingdom and as a result people sometimes get more attracted in it. Moreover, its huge area and
beauty makes it the greatest rival of Fantasy Kingdom. However, the lack of new rides and not
having a facility to stay at night into Nandan Park gives Fantasy Kingdom the upper hand.
 Prices of Nandan Park:
 Entry price Nandan park: 170 Taka
 Entry Nandan park + water world : 400 Taka
 Entry Nandan Park + 13 ride and water world: 450 Taka.
 Locker charge : 50 Taka
 Newly installed 5D: 100 Taka per person
 Bumper car price: 60 Taka
Jamuna Amusement Park
Jamuna Amusement Park is known as the Jamuna Future Park. It is the third largest shopping
mall in the world and Asia's largest shopping mall. This shopping complex is situated at Kuril
in the capital. It has all kinds of shopping and entertainment facilities. Even without shopping,
anyone of any ages can just visit for entertainment in the Jamuna Future Park. There are many
good arrangements for entertainment here.
There are different types of rides inside the Jamuna Amusement Park, but the fact is the area is
pretty cramped and the prices of different rides are very high.
Prices of Jamuna Amusement Park:
 Entry price: 50.00 taka each person
 Roller Coaster: 300.00 taka
 Any Other Ride: 150.00 taka
 Combined Package: 750.00 taka

21
Shyamoli Shishu Mela
It is situated in one of the most convenient place in Dhaka city and for that reason transportation
facilities are much better than others for this park. However, it is not so much preferred by
customers because of not having standard rides and facilities.
Prices of Shyamoli Shishu Mela:
 Entry price: 30 Taka
 Total ride: 22, all ride prices 20 Taka each
 Bumper car: 40 Taka
Though there are many other competitors of Fantasy Kingdom but it is still holding the number
one position in the entertainment segment because of its modern rides and other facilities like
resorts. Now, it is enjoying the leading position in the market but in future different strong
competitors may arise because of the huge profit in this segment which may create problems
for them .However, proper plan and management can get it through all the problems if
strategies are used properly to beat the competitors in the market.
3.2. SWOT Analysis of Fantasy Kingdom Complex
 Strength
First to setup an international standard theme park concept in Bangladesh. Its own
transportation system adds great convenience to prospective visitors (It should be run as
continuous basis). Pepsi is the official beverage of Fantasy Kingdom, and the capacity to
arrange public programs like concerts, dance show, beauty pageants etc. The whole park
can accommodate 15 thousand people at a time which is a great advantage for Fantasy
Kingdom Complex. Have their own parking spot and also introduces new types of rides to
the people to hang on to the hype.
 Weakness
Although the park is first in its kind, it has some negative sides too. The rides have not been
updated in recent years. Other competitors are catching up with them. So they should keep
their distance by introducing new rides and excitements. Besides this, food prices are pretty
much high and most of the visitors find it very expensive.

22
 Opportunities
Being the top theme park among the competitors, Fantasy Kingdom Complex have to keep
a close eye on updating the rides and other facilities. The Concord Entertainment Company
Ltd is planning to initiate a updating procedure which will surely put a positive effect in its
long run.
 Threats
It is obvious that if Concord Entertainment Company fails to improve in this time, its near
competitors will surely catch up with them in no time. Also if they do not introduce updated
rides in time, customers may lose their interests in the existing rides and the product sales
will fall immediately.

23
Theoretical Aspects
CHAPTER 4

24
4.1. Theoretical Background
Formally or informally, people and organizations engage in vast number of activities we could
call marketing. Good marketing has become increasingly vital for success. But what constitutes
good marketing is constantly evolving and changing (Kotler & Keller, 2012). To be able to
hold customers attention and stay at the top of the market, a business should always update
their marketing activities as needed. Fantasy Kingdom Complex have done that by adopting to
the new trends. They introduced many innovative marketing procedures which differentiated
their presence from others. But it is not always the marketing that keeps a business in the top.
It is the service that they provide which makes the real difference. Services are deeds,
processes, and performances provided or coproduced by one entity or person for another entity
or person (Zeithaml & Bitner, 2012). As a theme park, it gives services to the visitors. And the
service has to be unique in its way. Fantasy Kingdom Complex has been at the top when it
comes to the service. Whenever there is any special occasion, the whole park gets crowded and
to ensure proper service is provided to the visitor, executives are sent to the park so that they
can supervise all the activities around the park and make sure that the visitors can enjoy their
time in the park without facing any trouble.
After carefully studying all the advertising activities they are adopting, it is clear that they are
following a segmented target marketing strategy, which is Mass Marketing.
Mass Marketing is a market strategy in which a firm decides to ignore market segment
differences and appeal the whole market with one offer or one strategy, which supports the idea
of broadcasting a message that will reach the largest number of people possible. By following
this strategy, Fantasy Kingdom has been able to grab its potential customers. Also they use
target marketing in very small portion of selling membership cards. Its obvious that not
everyone will buy the membership cards. So they target a different group of customers and
knock them.
According to Valarie Zeithml, Ronald Rust, and Katherine Lemon, it’s Critical for service
firms to understand the needs of customers within different profitability tiers and to adjust their
service levels accordingly. Fantasy Kingdom Complex has to adopt to this condition very
efficiently. The authorities of Fantasy Kingdom Complex has been able to identify this
problems, and introduced different types of other rides for the kids also. There are a kid’s corner
inside the fantasy Kingdom Complex where all sorts of kids can enjoy their rides. Also the
heritage Park is based on totally different theme where every rides are family friendly.
We could say that the perceived quality is realized at the moment of the truth, when the service
provider and the service customer confront one another in the arena. At that moment they are
very much on their own…It is the skill, the motivation, and the tools employed by the firm’s
representative and the expectations and behavior of the client which together will create the
service delivery process (Normann, 1991)

25
4.2. The Five Forces Model working behind the Concord Entertainment
Company Ltd.
Porter’s five forces model is an analysis tool that uses five industry forces to determine the
intensity of competition in an industry and its profitability level. It was developed by Michael
E. Porter who is an American academic known for his theories on economics, business strategy,
and social causes. For understanding the underlying forces of competition in industries,
captured in the "five forces." The framework reveals the important differences among
industries, how industries evolve, and helps companies find a unique position (Porter, 1980)
Concord Entertainment Company Ltd is engaged in a near monopoly business. The
opportunities and threats can be identified by closely studying the five forces model
 The risk of new entrants or potential competitors: Concord Entertainment Company
Ltd. is operating in an embryonic industry, which means that this industry is still young. At
first glance, it seems that potential competitors will enter in bulk in such a growing industry.
But in reality this is not the fact. To establish a high-class entertainment facility, specifically
a theme park, it requires deep core technological know-how and definitely huge capital
investment. Few companies in Bangladesh have the ability to meet such requirements. So
it can be said that threat of new entrants is moderate to low due to the high entry barrier.
 Rivalry among established company: Concord Entertainment Company Ltd.is the only
company of its kind in Bangladesh in a sense that there is no other theme park in the
country. Although there are some amusement parks and some indoor entertainment
facilities in the country they are no match when compared to Concord Entertainment
Company Ltd complexes. These amusement parks and indoor entertainment facilities
compete against each other in their own industry or cluster. Concord Entertainment
Company Ltd. rivalry against these amusement facilities is trivial because it is the innovator
of a new kind of industry which is a bit different. Rivalry will not be initiated unless one or
two parks of equal strength and facility enter this industry.
 The Bargaining Power of Buyers: At present visitors of Fantasy Kingdom Complexes
have no other places to go to enjoy the same facility which they enjoy. Hence, their
bargaining power is weak. From food to rides everything is different for the visitors when
they visit the park.
 The Bargaining Power of Supplier: Due to unavailability of information only the power
of the suppliers of food and beverage will be discussed here other than that of the rides.
The food and beverage section of CEnCL complexes gather their supplies from many
different suppliers rather than attaching to few. It does so because it takes from those
whoever offers the best. Although frequent switching has a cost effect it ensures quality.
Hence, the bargaining power of supplier is weak.

26
Substitute There is no close substitute for CEnCL. Other amusement parks in the country are
incapable of providing the thrills which a CEnCL complex provides.
Figure 3: Five Forces Model of Concord Entertainment Company Ltd.
4.3. Growth Strategy Matrix in Terms of Concord Entertainment Company
Ltd.
The Ansoff’s model is a matrix that can be used to identify alternative growth strategies by
looking at present and potential products in current and future markets (Ansoff, 1965). The
four growth strategies are market penetration, market development, product development and
diversification. By looking closely into all this strategies, we can easily understand an
organizations level of growth and future growth.
Bargaining Power of
suppliers
(Low)
Threat of substitute
products
(Low)
Risk of entry by
potential competitors
(High)
Bargaining Power of
buyers
(Low)
Risk of Entry By
potential Competitors
(Moderate to Low)

27
Concord Entertainment Company Ltd. is already market leader in its segment. With growth
strategy matrix we will be able to identify its future potential.
 Market Penetration: Concord Entertainment Company Ltd has been at the top when
it comes to market penetration. They have entered into the business of Entertainment
with a buzz where they are the first to introduce the people of our country with world
class rides and other facilities. In recent year they have taken some multi-dimensional
projects which will put focus on mostly updating the parks rides. Which will surely be
a landmark achievement in the face of business development.
 Market development: Market development means taking the market to a new
dimension by adding perfection to the business. Concord Entertainment Company Ltd.
has done that adding new dimension to the park. They introduced Racing GoKart track
inside the Fantasy Kingdom Complex which was the first in its kind in Bangladesh.
This also worked as a new attraction for the spectators and many visitors seemed very
interested about this. In near future, Concord Entertainment Company Ltd has plan to
increase the size of the track and introduce new cars and arrange international level
competition in the track.
 Product Development: when it comes to the product development, Concord
Entertainment Company Ltd is bit slow. As from the inauguration till now, most of the
rides are not yet updated. And it has been seen that peoples interest are growing low
toward the rides. Its high time that Concord Entertainment Company Ltd updates their
rides.
 Diversification: Product diversification is one of the key strategy in a business. Once
a business finds its diversification in its products, they are sure to succeed in the long
run. Concord Entertainment Company Ltd was been able to bring diversification to
their products. At first it was only the Fantasy kingdom, where there were just different
rides and other stuffs. But soon they introduced the Water Kingdom, which was a huge
turning point in its business. Also they introduced Heritage Park, which has to totally
different theme based on our countries culture and heritage. And most of the rides in
Heritage Park is family friendly means all the people of every ages can enjoy these
rides. That’s how Concord Entertainment Company Ltd. brought diversification to their
products.

29
5.1 Data Collection and Analysis
For the purpose of Making report I have collected some data from customer. To evaluate the
results of the research data collection and analysis is an important part. Talking all odds under
consideration I have collected 50 responses. Now the analysis of the collected data are given
below,
Gender: In my research I have collected 50 responses from the customers, among them 30 are
male and 20 are female. Which indicates that among the whole respondents, 60 percent people
were male and 30 percent female.
Age: In my report, I have collected data from different ages of people, where most of the people
are at the age of 15-19, 17 people which is 8.5%. Then we have age group of 20-24, where
there were 20 people, 10% to be exact. Also other age group are respectively, 25-29, 5 people,
which is 2.5%, 35-39, 5 people, which is 2.5, 40-44, 3 people, which is 1.5%
60%
30%
Gender
Male Female

30
Question 1: I have been to the Fantasy Kingdom Complex before
Figure 4: Visit to Fantasy Kingdom Complex
From figure 4, it has been found that among 50 respondents 42 people, which is 84% people
have been to the Fantasy Kingdom Complex, and the rest 8 people which is 16% have not been
to the park. Which indicates that most of the people have visited the fantasy kingdom complex.
8.50%
10%
2.50%
0% 2.50%
1.50% 0%
Age
15-19 20-24 25-29 30-34 35-39 40-44 45+
84%
16%
I have been to the Fantasy Kingdom Complex before
Agree Disagree

31
Question 2: It was a great experience for me,
Figure 5: Experience of the customer
From figure 5, we can understand the experience of the customers when they were visiting the
park. It seems that almost 7% of people have strongly agreed that their experience at fantasy
Kingdom Complex was very pleasant. 49% of people just agreed means their experience was
not overwhelming, but it was good. 16% of people had a neutral experience means it wasn’t so
good neither bad. 0% people have disagreed about the experience. And at last about 5% people
strongly disagreed that their visit to Fantasy Kingdom Complex was bad. After all the result it
seems that most of the people had a great time at fantasy Kingdom Complex.
7%
49%
16%
0
5%
It was a great experience for me,
Strongly Agree Agree Neutral Disagree Strongly Diagree

32
Question 3: I have not faced any problems during my visit to FKC.
Figure 6: facing problem during fantasy Kingdom Complex Visit
In Figure 6, we can understand if the customers have faced any problems when they were
visiting the park. It seems that almost 19% of people have strongly agreed that they did not
faced any problems when they were visiting at fantasy Kingdom Complex. 37% of people just
agreed means their experience was good. 28% of people had a neutral experience means it
wasn’t so good neither bad. 12% people have disagreed means they might have faced some
minor problems. And at last about 5% people strongly disagreed that they have faced some
major problems. After studying all the records, its clear that most of the people have not placed
any problems during their visit at Fantasy Kingdom Complex. But sometime it seems obvious
that when the park is filled with visitors, some people find it difficult to manage themselves.
19%
37%
28%
12%
5%
I have not faced any problems during my visit to FKC.
Strongly Agree Agree Neutral Disagree Strongly Disagree

33
Question 4: I think the park needs some upgrade,
Figure 7: recommendation for upgrade
In Figure 7, its clear that most of the visitors are wish to see the rides being upgraded, where
40% of people strongly agreed with the statement. And around 49% of people g=have agreed
to see upgrade of the rides. And 12% of people things neither the rides need upgrade nor they
should stay like this. Lastly none of the respondents have not said that the rides do not need
any upgrade. Which means after all odds, the park need to upgrade their rides in very short
time. Otherwise they might lose customer attraction.
40%
49%
12%
0 0
I think the park needs some upgrade,

34
Question 5: The pricing of the tickets are satisfactory
Figure 8: Pricing of the tickets
In Figure 8, it was a very interesting find where most of the people think that the pricing of the
ticket is very high in Fantasy Kingdom Complex, almost 74% people think that the pricing os
the ticket is high. On the other side only 26% of people think that the pricing of the ticket is
perfect. It means that the Concord Entertainment Company Ltd must lower the price of the
ticket which will create a positive effect onto the customers.
Question 6: I feel safe when I am visiting the park.
Figure 9: Safety of the Park
In Figure 9, we can see that when it comes to the safety, Fantasy Kingdom Complex is at the
top where almost 58% people agreed that the safety of the park is sufficient. 9% people has
26%
74%
The pricing of the tickets are satisfactory
Yes No
9%
58%
23%
5% 5%
I feel safe when I am visiting the park.

35
strongly agreed to the statement. 23% people think its neither safe nor unsafe. 5% people have
disagreed with the statement also 5% people have strongly disagreed that the park is safe. It
means that Fantasy Kingdom Complex was been able to create a good safety record which has
a good vibe into the minds of the customers.
Question 7: It is easy to get to the Fantasy kingdom Complex
Figure 10: Easy to get to Fantasy Kingdom Complex or not
In Figure 10, we can find a mixed answer where people are in between when it comes to getting
to the fantasy kingdom complex. It seems that only 14% people have strongly agreed that it is
easy to get to the park. 37% people just agreed its easy to get to fantasy kingdom complex.
30% people have a neutral thought about getting to the park. Where 16% of people disagreed
and 2% people strongly disagreed that its easy to get to the park. There is this mixed opinion
because people who live in Dhaka city cannot go to this park whenever they want.
14%
37%
30%
16%
2%
Its easy to get to the Fantasy kingdom Complex

36
Question 8: The security system is satisfactory
Figure 11: Satisfaction level of security system
In figure 11, it’s been seen that 7% of the people strongly agreed with the statement means
they are satisfied with the security that the authority was providing. 39% people agreed with
this, means the fantasy kingdom complex is providing good security services. 41% people have
cast their opinion as neutral. Where 9% of people disagreed and 5% people strongly disagreed
with the statement. It seems that the Fantasy Kingdom Complex was successful in giving
proper security to the visitors.
7%
39%
41%
9%
5%
The security system is satisfactory

37
Question 9: The rides in FKC is lot more safer than other theme parks,
Figure 12: Safety level of Fantasy Kingdom Complex than other parks
In Figure 12, the respondents have given their responses. In which 11% people have strongly
agreed with the statement. 32% people have just agreed with the statement. 52% people have
chosen Neutral opinion. And at the end 2% people have chosen disagree and strongly disagree.
This means visitors do not find any difference with other parks in regard with the safety. They
think that the safety is almost same in every parks.
11%
32%
52%
2% 2%
The rides in FKC is lot more safer than other theme parks,

38
Question 10: There are enough space for kids to enjoy their time
Figure 13: Enough space for kids to enjoy their time
In Figure 13, it indicates that if there is enough space for kids to enjoy their time. In response
18% of respondents have strongly agreed with the statement. 55% of the people have shown
positive feedback by choosing agree. 14% people chosen to stay neutral. Where 9% people
have disagreed with the statement and 5% people gave their opinion as strongly disagree. By
this we can understand that most of the people think that Fantasy kingdom Complex provide
enough space for the kids to enjoy their time.
18%
55%
14%
9%
5%
There are enough space for kids to enjoy their time

39
Question 11: Fantasy Kingdom Complex is dedicated to all ages of people
Figure 14: Fantasy Kingdom Complex’s level of dedication to all ages of people
In Figure 14, it’s been asked that is the Fantasy Kingdom Complex intended to provide service
to all sorts of people. Most of the respondents gave their opinion by 7% strongly agreeing with
the statement. 57% of people have just agreed with the statement. 23% have got given their
opinion as neutral. And 7% of people have disagreed and strongly disagreed with the statement
above. It means that most of the people think that the park is for all ages of people and anyone
can have a good time at the park.
7%
57%
23%
7%
7%
FKC is dedicated to all ages of people

40
Question 12: The Fantasy Kingdom Complex is located in a convenient place
Figure 15: Level of Convenience of Fantasy Kingdom Complex Location
In Figure 15, it’s been asked that if the location of Fantasy Kingdom Complex is in a
convenient place. Most of the respondents have expressed their opinion by 9% of people
strongly agreeing, 36% of people just Agreeing. 32% people think that its location is neither
convenient nor difficult. And 11% of people have disagreed and strongly disagreed with the
statement by saying that the location of the park is not convenient. Which means Most of the
people think that the location of the Fantasy Kingdom Complex is convenient as it stay at the
side of the city chaos and people can feel a sense of calmness coming into the park.
9%
36%
32%
11%
11%
The Fantasy Kingdom Complex is located in a convenient
place

41
Question 13: If I get time, I would definitely visit FKC again
Figure 16: Visiting Fantasy Kingdom Complex Again.
In Figure 16 it’s been asked that if I would visit Fantasy Kingdom Complex again if I get time.
The respondents gave their opinion by 18% of people strongly agreed with the statement. 61%
of people have agreed to the statement. 11% of people have a neutral opinion on this statement.
And 5% people have disagreed and strongly disagreed with the statement means they whould
not come to the Fantasy kingdom Complex if they get time. By collecting the information its
clear that Fantasy Kingdom Complex was been able to hold the attention of the customers and
was able to thrill them so successfully that most of the people have agreed to come to the park
again if they have any leisure time.
18%
61%
11%
5%
5%
If I get time, I would definitely visit FKC again

42
Question 14: I would recommend my friends or colleagues to come and visit Fantasy
Kingdom Complex
Figure 17: Recommending friends and colleagues to come and visit fantasy kingdom
complex.
In Figure 17, its been asked that would someone recommend his firend of colleagues to come
and visit Fantasy Kingdom Complex. The response from the respondents were 14% strongly
agreed with the statement. 61% people have just agreed with the statement. 18% people have
given their response in neutral. Where no one have disagreed but 7% of people have disagreed
with the statement that they would not recommend Fantasy Kingdom Complex. After
collection and analysis of this data, its clear that visitors would surely recommend their friends
and colleagues to come to Fantasy Kingdom Complex.
14%
61%
18%
0
7%
I would recommend my friends or colleagues to come and
visit Fantasy Kingdom Complex

43
Question 15: Which theme park do you think is more preferable, to enjoy a vacation
with family or friends?
Figure 18: level of preference of customer
In Figure 18, its been asked to the respondents which park would they prefer. This was the last
question of the questionnaire but this question hold a massive significance. The response was,
61% people preferred fantasy Kingdom Complex. 16% people choose Dream Holiday Park.
9% people choose Nandan Park. 7% people choose Jamuna Amusement Park, 5% people
preffered Shishu Park, and lastly 2% people preffered Fantasy Island at Uttara. This result
shows how much infront Fantasy Kingdom Complex is compared to its rivals. And surely it
will hold its position in the top if it continues to deliver world class services to the customer.
61%
9%
16%
5%
7%
2%
Which theme park do you think is more preferable, to
enjoy a vacation with family or friends?
Fantasy Kingdom
Nandan Park
Dream Holiday Park (Norshingdi)
Shishu Park
Jamuna Amusement park

44
Findings &
Recommendation
s
CHAPTER 6

45
6.1. Findings
After careful examining all the elements I have come up with some interesting findings which
might be very helpful for Concord Entertainment Company Ltd to develop in the future. On
the basis of surveying around 50 people most of the people demanded about new ride
implementation and want the park to be more colorful. New rides and attractive colors to the
park should be put as early as possible. Some of the customers complained to increase the
duration of wave in water kingdom and security of locker system should be developed. The
feedback about restaurant and its food was average. The quality of food and restaurant service
should have to be increased to a greater extent .Food price seemed too high to many customers.
Entry ticket price seemed quite high to the customers. And the most important thing fantasy
kingdom should provide their own transportation that will help bring more visitors to the park,
Besides all of this, there are other things which I have found conducting this report, those are,
 The services of Fantasy Kingdom are excellent and up to the mark.
 The rating of overall marketing procedure of Fantasy Kingdom is higher.
 Customer’s attractiveness and attention towards the advertisements of Fantasy Kingdom
are higher.
 The main reason to visit Fantasy Kingdom is the discounts and promotional offers
compare to variety of rides and location.
 Some visitors complained about the location of the park which is very far from Dhaka
city.
 Also visitors are expecting to see new rides and updated rides.
 Visitors are always comfortable inside the park.
 Sales promotion activities are effectively working to attract more customers.
 The rating of picnic arrangement is satisfactory.
 Discount and promotional activities attract more customers to pay visit in Fantasy
Kingdom.

46
6.2. Recommendations
According to the findings, I have come up with some recommendations, which are,
 The sales team of Concord Entertainment Company Limited must be trained well
before sending them to the sales or other sales related meetings.
 The Concord Entertainment Company Limited should be more liberal in undertaking
upgrading the rides.
 Though there is not much of any near competitor of Fantasy Kingdom Complex,
Concord Entertainment Company Limited should not lean back and relax.
 They Should Consider the prices of package food items so that people can easily
afford them
 Fantasy Kingdom Souvenirs price should be lowered.
 In future they should introduce more new rides and facilities into Fantasy Kingdom
Complex otherwise people may lose their interest of going to Fantasy Kingdom.
 Fantasy Kingdom Complex should introduce more creative games so that all ages of
people can enjoy different rides as well as play different games which will not bore
them.
 Fantasy Kingdom Complex should arrange their own transportation buses around the
city especially on holidays, so that lots of other visitors can come and enjoy.

47
Conclusion, References
and Appendix
CHAPTER 7

48
Conclusion
From the beginning of modern civilization, humans have been involved in different sort of
activities which amused them or made their lives more easy. In the path of this modernization,
only few minds came up with an idea of creating an amusement park, where people can spend
a good time with their family and friends. In Bangladesh, that pioneering idea came to life
through Concord Group of Companies, when they set up Fantasy Kingdom Complex. Before
that there were other amusement parks but they were not international standard. It is when, Mr
S.M. Kamaluddin introduced the people of our country with a state of the art amusement park.
It has almost all the facilities of an international standard amusement park. Each year the park
gets almost 10lac visitors. And by comparison it is certain that they are the market leader in
this segment. To hold its position in its current place, Concord Entertainment Company Limited
has taken some major steps which includes updating the old rides and introduce new rides to
the customers. And after the whole study and analysis, I can say that, if they manage to bring
new ideas and new rides to the park, and reevaluate the pricing of the packages, they will surely
be at the top. As this park has passed more than a decade, it has been able to maintain a certain
growth and will be in this steady level. So they can just think of reprising the ticket price and
introduce new rides. Just by capitalizing on this gaps, Fantasy Kingdom Complex will surely
be the first and the best state of the art Theme Park in Bangladesh.

49
References
 Kotler, Armstrong, Gray (1999). “Principle of Marketing”. Prentice-Hall, INDIA; Eight
Editions.
 Zeithaml, V., Bitner, M., & Gremler, D. (1996). Services marketing. Macraw-Hill.
 Normann, R., (1991). Services Management: Strategy and Leadership in Service
Business. John Wiley & Sons, 2nd
ed.
 Amin, M. B. (2017). A Comparative Analysis of Prices and Services of Theme Park
between Fantasy Kingdom Complex and Dream Holiday Park.
 Ansoff, Igor H.,(1965), Corporate Strategy, Penguin Books, London.
 Porter, Michal E. 1980, Competitive Strategy: Techniques for Analyzing Industries and
Competitors, The Free Press, New York.
 https://www.touristplaces.com.bd/dhaka/jamuna-amusement-park/
 http://www.concordgroup.net/#about-us
 http://www.holidayworld.com/park-tickets/history/

50
Appendix
“Theme Park; What Made Fantasy Kingdom Market Leader in the
Entertainment Industry of Bangladesh and the Opportunities it has in the Future
to Stay in this Position”
Please fill the gaps according to your perception
Respondents Name: Gender: ☐Male ☐Female
Age limit: ☐15- -24 ☐25-29 ☐30-34 ☐35-39 ☐40-44 ☐45 or above
Email or Cell Phone No:
1. I have been to the Fantasy Kingdom Complex before,
☐ Agree ☐ Disagree
2. It was a great experience for me,
☐ Strongly Agree ☐ Agree ☐ Neutral ☐ Disagree ☐ Strongly Disagree
3. I have not faced any problems during my visit to FKC.
4. I think the park needs some upgrade,
5. The pricing of the tickets are satisfactory
☐ Agree ☐ Disagree
6. I feel safe when I am visiting the park.
7. Its easy to get to the Fantasy kingdom Complex
8. The security system is satisfactory

51
9. The rides in FKC is lot more safer than other theme parks,
10. There are enough space for kids to enjoy their time,
11. FKC is dedicated to all ages of people
☐ Strongly Agree ☐ Agree ☐ Neutral ☐ Disagree ☐ Strongly Disagree.
12. The Fantasy Kingdom Complex is located in a convenient place,
13. If I get time, I would definitely visit FKC again.
14. I would recommend my friends or colleagues to come and visit Fantasy Kingdom
Complex.
16. If you have any further recommendations, please state below,
-------------------------------------------The End-------------------------------------------

How Fantasy Kingdom Became Bangladesh's Leading Theme Park and Can Remain on Top

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